What do you think if I say, “Every Facebook ads consultant out there is now suddenly a TikTok ads expert?” People usually watch for the flood of courses with the “secret” formula to massive viral success and $1 leads. ByteDance, the parent company of TikTok, reached out to me last year, asking for help in building a proper course on TikTok ads. We’ve been testing hundreds of campaigns and looking at the results shared by our friends in real estate, e-commerce, agency, legal, and so forth.
I’ll save you the $2,500 course and tell you the “secret” right here:
Short Video Recipe
It’s in your simple, vertical video shot from your phone– that doesn’t look like an ad, has a “Hook” in the first second to capture attention, has big text so people know what it’s about, and tells a “Story”.
Algo-Does the Job.
No crazy targeting or sophisticated campaign set-up is necessary– the super smart algorithm uses your content’s performance. Same for spark ads, where you boost someone else’s post (called “creators” no longer “influencer”).
What about hiring an agency for TikTok Ads?
Hiring an agency makes ZERO sense unless they can actively coach you through making 15-second videos. The campaign set-up is relatively easy, as long as you already have your digital plumbing (pixels, tracking, data) in place.
TikTok is the Next Big Thing. Right?
The frothy white waves of hype about TikTok being the next tsunami of traffic are true — just like we saw with Google and Facebook.
How much does it Cost?
Traffic is about 1/4th the cost on Facebook on the paid side (because base CPMs are about $2.50, meaning CPC, CPL and CAC are correspondingly lower). Of course, you’re optimizing to the objective (the algorithm is so smart), using base traffic cost as one of many diagnostic measures.
Don’t Rush Because of FOMO
But make sure you’re not jumping in just because of FOMO (fear of missing out)…..but because you’re shoring up the fundamentals of collecting your client stories in 15-second videos, have a process to process these within your operations, have your digital plumbing properly in place, and are putting money on the winners.
How smart is TikTok Algo?
I was at Jake Paul’s house making 15-second videos for our social media marketing course for young adults. One of the videos leaked out and got half a million likes.
It had nothing to do with our course and wasn’t even on his TikTok account– but one of the guys helping film. But the TikTok algorithm recognized it was Jake Paul’s house in the background of the video, showed it to fans of Jake Paul– and then it went viral.
You’ll see more stuff like this blow up out of nowhere on TikTok, almost exclusively on the organic side. But these are unlikely to be the posts you will be boosting as an extension of the Dollar a Day strategy.
Instead, you’ll find that the same themes that worked for you on Facebook will work on TikTok, adapted to their format of storytelling via 15-second videos.
It’s the same algorithm as Facebook and Google (fight me on this), which seeks to optimize your chosen objective based on conversion data you allow it to see.
But if you’ve found success with the fundamentals of the Dollar a Day strategy, I’m pretty sure you’ll find success on TikTok– when repurposing videos, extending your conversion tracking/remarketing, and starting testing at $10/day.
What About Dollar-a-Day?
There’s no better time to implement or refine your Dollar a Day process across Facebook, TikTok, Twitter, LinkedIn, and all social networks.
We are seeing a growing convergence on the data and ads side of social platforms– since they are all dependent upon the same optimization algorithm that balances user experience with ad monetization.
Most Importantly
Remember this each time you see a breathless pitch on how you need to jump on TikTok ASAP– to buy their secret before you forever miss the boat.
These Tips will help you make decisions for your TikTok journey. However, if you want a more detailed insight, check out my best-selling book, The definitive guide to TikTok Advertising.
Double down on what you believe in, it will force you to say no to thousands of other things.
Instead of being afraid of missing out, invest heavily in your most important thing.
Mine is helping people live healthier and happier— by getting more oxygen into their bodies and more profits into their businesses.
ngdfsg
Where can you get Kaqun oxygen treatments
If you believe in something deeply, as I do about Kaqun oxygen treatments, I can not keep it secretly. Evangelist beats the marketer and salesman.
I went to take Kaqun oxygen treatment outside the airport, there is a new Kaqun facility in Budapest. You guys should come in and take a look and see how beautiful it is. Once you get inside, you can see the lighting, the chairs, and the different units you really need to visit.
Kaqun oxygen treatment is relaxing. The body relaxes the soul and re-energizing the mitochondria by bringing oxygen to the tissue. So if you have good energized mitochondria, you have the energy to do almost anything.
You may have heard of the pod shown below that will kill you within one minute by taking the oxygen out of the chamber, leaving you in a biodegradable coffin. Death by hypoxia is now legal in several countries.
But have you heard of this other machine – the oxygen machine below that does the exact opposite?
Instead of causing hypoxia, it treats hypoxia by getting oxygen to the cells in the body that need it the most.
I feel awful that some people lose so much hope that they end their life.
I want to help people live longer, happier, more robust lives. And I will put every penny I earn towards doing this.
That picture above of the oxygen machine — I took it 10 minutes ago after I got out of the bath— a 50-minute treatment.
Hungary, Kaqun oxygen baths
I came all the way to Budapest, Hungary, to see and experience these new units. It’s not my first time in Hungary to do Kaqun oxygen baths.
The main reason I have a place in Vegas is to be near the Kaqun facility that’s just a few minutes from the strip.
I love how the oxygen makes me feel, even though I’m not suffering from chronic illness, brain fog, or other conditions that oxygen can treat.
You’ve perhaps seen me post about my experiences at Kaqun and that of my friends who have tried it, too.
I have no ownership interest in this company— I’m a skeptic who has been thoroughly convinced by the science, medical trials, personal experience, and witness to miraculous recoveries by close friends.
With so much attention on the suicide pod, why aren’t more people talking about the Oxygen machine!
Do you want to know a dirty little secret about social media agencies?
They mindlessly create and distribute content– X posts per week on Instagram, Facebook, Google Business Profile, and now TikTok.
You’re just “one surgery away” from death. Are you interested in the “secret” that the voodoo doctors are peddling?
Could you imagine a “surgeon” operating on you before an MRI?
Or asking you to jump on a park bench to start operating– no need to monitor your vitals or have any support equipment?
How can Digital Plumbing Help
Digital Plumbing helps build your audience and build traffic; however, they go ahead and advertise before putting that in place.
Further, digital plumbing is very important for tracking conversions; without digital plumbing, Facebook and Google can’t optimize your ads for conversions.
What about the ROI of these activities, so you’re not just wasting money and are not just an expense?
But if the goal is to check the box of X pieces of content published each week, they’ve certainly done their job. The rest is on you.
There is so much backend work needed to set up a digital foundation. Still, people skip the basics – Business listing, website/landing page with all tags and analytics, and optimizing social pages before $1 is spent on ads.
So what do you decide? spending the $189 now or blowing thousands of dollars and years of frustrated efforts.
These are the small businesses that Facebook claims they’re standing up for.
Facebook claims that small businesses will lose 60% of sales. Perhaps for a selected group of e-commerce players and apps who rely upon interest targeting and remarketing.
But if you’re a local business serving local customers, you have nothing to fear. Creative has been your limitation anyway– and Google is much higher ROI, which includes YouTube.
Facebook’s massive PR and legal team has spent billions per month (not a typo) trying to squash folks like us.
Yet, we’ve been their strongest advocates since May 2007– over 13 years.
Time to diversify, if you haven’t already, to YouTube, Snapchat, TikTok, Google search, LinkedIn, and other platforms.
Don’t put all your eggs in one basket– especially if the holder of that basket is greedy and won’t listen to your cries for help.
Facebook was unwilling to accept Apple’s IDFA since they wanted even more data.
So Apple is giving users a prompt to decide if the app can collect “personalized data”.
What exactly is this?
It’s a red herring that consultants love to talk about, since it’s an easy scare for clients.
This won’t affect us much. We’ve probably had 30 conversations and webinars about just this topic in the last month.
In short, we need to pass through conversion tracking natively, not just via the pixel.
So email collection, PPC, and SEO are more important.
Content ultimately becomes the limiting factor, since the system is so smart at optimizing.
So losing certain targeting and custom conversion tracking won’t matter– the system optimizes and native retargeting is what counts (viewthroughs on Facebook).
Ad agencies, consultants, and the network say YES, but is that self-interest or truly a case of getting ahead when your competition has stopped advertising?
The cost of Facebook traffic is down 30%, since more people are stuck at home and most advertisers have stopped campaigns.
But from a ROI-perspective, unless you’re Brandon Hurtado (selling tons of BBQ for pick-up) or Amazon, your stores are shut down, so you can’t sell.
Sure, personal trainers can do online workouts via Zoom, but the travel industry is hard-pressed to make money with their physical assets being closed.
Measuring the efficacy of advertising during a recession is so fraught with challenges that it’s nearly impossible.
I’ve looked at a dozen studies and they’re all garbage because of confounding factors– mainly because of selection bias.
In other words, when a recession hits, the winners get stronger and the losers go out of business.
BOTTOM LINE: if you can afford to advertise for 3 months (even via the dollar a day strategy)– with no revenue– go for it.
“Advertising” is now paying to deliver your content, which isn’t necessarily sales material. It could be helpful training or good news you’re sharing.
