Everything I've Learned Spending $100M on Facebook Ads | Nick Shackelford Interview

Summary

In this insightful interview, Nathan Chan, CEO of Founder Magazine, engages in a deep conversation with Nick Shackleford, co-founder of Structured Social, an agency specializing in Facebook ads. Nick shares his journey from professional soccer to mastering media buying, having spent over 85 million dollars on ads. They delve into strategies for leveraging Facebook's advertising platform, discussing the importance of understanding positioning, copywriting, and creative elements. Nick emphasizes the significance of confidence in media buying, the necessity of a solid process, and the value of storytelling in ads. The discussion provides actionable insights for entrepreneurs looking to scale their business through effective digital marketing.

Takeaways

• 😀 Confidence is key for a media buyer when managing large budgets and making crucial decisions based on data.
• 📈 The foundation of successful media buying is having a structured plan and understanding the metrics that drive decision-making.
• 🎯 Facebook is a versatile full-funnel acquisition tool, not limited to remarketing or prospecting, and its effectiveness depends on the marketer's strategy.
• 📝 Copywriting is essential for creating compelling storyboards and ad units, with the focus on benefits and solutions that resonate with the target audience.
• 📹 Video creatives often outperform images, especially at the top of the funnel, due to their ability to capture attention and provide content for retargeting.
• ⏱️ The first three seconds of a video are crucial for hooking the viewer, aligning with the average watch time of two to five seconds.
• 📈 The importance of understanding the psychological needs and positioning of a product is vital for creating ads that provoke emotion and drive sales.
• 💡 Positioning involves identifying the life force or psychological benefit a product taps into, such as desirability, comfort, or giftability.
• 🛠️ Before launching a campaign, it's critical to deeply understand the product's benefits, the target audience, and the brand's voice.
• 🤝 Collaboration with marketing professionals is enhanced when business owners have a solid grasp of their product and the advertising platform being used.
• 💰 Knowledge of unit economics and customer acquisition costs is fundamental for businesses aiming to scale and grow profitably.

Q & A

What is the primary focus of the interview with Nick Shackleford?

The primary focus of the interview is to delve deep into Nick Shackleford's experiences and learnings from spending over 85 million dollars on Facebook ads, his expertise in media buying, copywriting, creative, and positioning, and how he has leveraged Facebook ads to grow businesses.

What is the significance of the 'golden star' at the top of the media buying tree according to Nick Shackleford?

The 'golden star' at the top of the media buying tree signifies confidence. It is crucial for a media buyer to have confidence in their ability to allocate budget, understand their target audience, and make informed decisions based on data.

What does Nick Shackleford believe is the foundation of successful media buying?

The foundation of successful media buying, according to Nick Shackleford, is having a process or web planning before campaigns go live. This ensures that if something starts to work or not work, there is a clear path to identify what needs to be adjusted or optimized.

How does Nick Shackleford view the role of storytelling in selling high-ticket items or services?

Nick Shackleford believes that storytelling plays a significant role in selling high-ticket items or services. It helps to build a relationship with the potential customer and instill a sense of value or necessity for the product or service being offered.

What is the importance of understanding the psychological needs of the product or service being sold on Facebook, according to Nick Shackleford?

Understanding the psychological needs of the product or service being sold on Facebook is important because it helps to provoke an emotional response from the audience. This is crucial as most people do not log into Facebook with the intention to make a purchase, so the ad must evoke a reaction that interrupts their feed and captures their attention.

What advice does Nick Shackleford give for someone looking to work with an agency or freelancer for Facebook ads?

Nick Shackleford advises that the person in charge of the brand should be the voice of their brand and product. They should understand the levers to pull and have a clear direction for the campaign. Additionally, it's important to understand the platform and its functions to be able to give critical feedback and collaborate effectively with the agency or freelancer.

What is the MGD framework that Nick Shackleford mentions in the interview?

The MGD framework, while not explicitly detailed in the transcript, seems to refer to a systematic approach to media buying and Facebook ad optimization that Nick Shackleford has developed and teaches in a masterclass he collaborated on.

How does Nick Shackleford define the three levels of acquisition aggression in Facebook ads?

The three levels of acquisition aggression are: Level one, being profitable on the front end; Level two, breaking even while having a sophisticated backend to ensure customer retention and profit from upsells; and Level three, spending money to acquire a customer at a loss, which requires a deep understanding of business margins and customer lifetime value.

What is the significance of the split-screen ad unit that Nick Shackleford discusses?

The split-screen ad unit is significant because it allows for the presentation of a testimonial or product demonstration on one side while keeping the product in frame on the other side throughout the entire ad. This helps build a relationship with the product and ensures the audience has a clear understanding of what the product looks like and how it is used.

What does Nick Shackleford suggest as the first step in preparing for a Facebook ad campaign?

Nick Shackleford suggests that the first step in preparing for a Facebook ad campaign is to deeply understand the positioning of the product or service. This involves identifying the psychological needs it fulfills and how it can be framed to appeal to the target audience's unconscious motivations.