Ep. 76: Secret Strategies for Creating Profitable Facebook and Instagram Ads for Newbies and Experts (Guest Stacy "Zeal" Reed from Stop Boosting, Start Selling podcast)

If you think Facebook is dead, it isn't. In fact, rebranding themselves as Meta, sets the stage for big things ahead. As a result, Facebook and Instagram remain powerful platforms for advertising, if you understand how to interpret the data. Our guest is Stacy "Zeal" Reed, a marketing whiz,  who has taken six-figure businesses to seven, by using these ads and implementing her strategies. Whether you have no idea what a Facebook pixel is or run a successful ad agency, this episode is chocked full of value bombs. So grab something to take notes, if you want to make your profits soar. 

SHOW NOTES:
Contact and Follow Stacy "Zeal" Reed: LinkedIn - Facebook
Businesses: Stacy Zeal and Co.  and Mary Zeal.com
Podcasts: Stop Boosting, Start Selling and High on Self Care
Podcasting Business School - Pod Pals Zoom Party

For more info, see complete show notes:  https://www.getthebalanceright.net/blog/episode76

CONTACT HEATHER:
Contact Heather: Instagram - LinkedIn
Get the Balance Right Coaching: Website
Book a Discovery Call (via Zoom) - Click Here
Heather & Get the Balance Right - Link Tree
Zeitzwolfe Accounting: Website  - Facebook

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Contact Heather: Instagram - LinkedIn - Email: heather@GetRadBiz.com
Get Radical With Your Business: Facebook - Website
Book a Discovery Call (via Zoom) - Schedule
Zeitzwolfe Accounting: Website - Facebook

Transcript

The Interview:

Heather Zeitzwolfe: “Stacy Reed. Welcome to Get the Balance Right podcast.” 

Stacy “Zeal” Reed: “Thank you. I'm excited to be here.” 

Heather Zeitzwolfe: “I am so excited to have you on the show. And we met through Pod Pals. I've met so many great people through Pod Pals.

So, shout out to Adam and I'm wearing his t-shirt, Your Mom Subscribes to My Podcast. Stacy. Wow. I checked out your LinkedIn page and I am super impressed. You're in this field of Facebook and Instagram ads, and it is a mystery to me. But first could just tell the audience a little bit about yourself.

You're a podcaster. You're a marketer. You must be a busy woman!”

Stacy “Zeal” Reed: “I feel like I have been a serial side hustler for my entire career. I started out in marketing. About 11 years ago. And I started helping people. I started my career doing the whole nine to five thing. Just had so many people who were just like, I need help with my marketing.

I don't have a business. I'm just starting out fresh out of college. I'm like, I can help. I'm like, sure. And most of it was for free. So, I started helping people with their marketing, mainly social media marketing, fast forward to four years ago, I started working at Zappos, doing the paid social strategy there.

And that experience has just really grown my skillset grown. My career has given me so many more things to really think about and focus on. Now I help product-based businesses learn how to use Facebook and Instagram ads to sell more products, to scale their revenue and to get to the next level in their business.

It is a great equalizer between small businesses and big businesses, because really with Facebook and Instagram, as like your message matters. And the thing with big brands is that sometimes the brands don't know how to talk to their customers because they're so disconnected from every day people. But as a small business, you're able to really talk directly to your people and ask them questions and really understand what their needs are.

And then those are the types of things that you can take and then put into your ads to then amplify your message. That's how I got my start and that's what I do now. And I help people in all kinds of ways. And I do have podcasts where I talk about marketing and advertising strategies specifically. And I'm really looking to definitely grow that because I love talking about marketing.

I love talking about lots of things. I'm a multi-passionate person, so I always have lots of things going on.” 

Heather Zeitzwolfe: “Zappos is a great company. You were able to work with a great company to learn from. That's really super. You talked about being fresh out of college. Now I'm in my fifties. I don't have kids. I didn't have anybody showing me the ropes.

So, some of this stuff is kind of a mystery to me. So, we're going to kind of unpack some of that. I've been wanting to get started with Facebook ads. Been told that I need a Facebook pixel. Now I know that this is a piece of code, but to even get started, can you just demystify what a Facebook pixel is and where do you get it?”

Stacy “Zeal” Reed: “The way that Facebook really monitors, what happens after people leave their platform and go onto your website is with your pixel within Facebook. When people are on Facebook, obviously all their information is tracked within Facebook and their algorithm and all that. But when people actually leave Facebook and go to your website, Facebook also needs to figure out like, okay, what are they doing?

What the heck are they doing over there? If you have an ad or something, or even, even regardless of ads, because your pixel is tracking any kind of information between Facebook and your website. And it does this with all different types of websites, it's about understanding what happens after people leave Facebook and they get on your site.

What are they doing? So, it can track things like. It can try things like website visits and products that they've visited, whether they added things to cart, whether they signed up for your lead magnet or something like that. So really the pixel is very, very important when the way that you get it is you sign up for your business manager account.

A lot of people I find who are just kind of starting out, don't know what a business manager account is. Cause they're mainly their first kind of venture into advertising is like boosting a post because Facebook's like, Hey, this post is doing great. And people are like, oh yeah, I'm running paid ads and boosting posts.

And it's like, oh, that's boosting posts. In my opinion are more so a waste of money. To be honest, within Business Manager, you have so many more options. You can create audiences; you can create multiple ad accounts. You can build out fuller fledged campaigns and it's a different build. It takes you through.

Step-by-step how-to build campaigns. Within your business manager is where your pixel is held. Each business manager gets its own pixel. And what you would do is you go to the events manager of the Facebook business manager. You create a pixel and it'll give you just a little number, like a little snippet of code, and you just take that and embedded on your web.

If you have a WordPress website, there are tons of plugins that you can just search for like a Facebook plugin or an event tag kind of plugin and Shopify directly integrates with Facebook. So that makes it a lot easier to be able to have your pixel installed. Definitely starting with getting your pixel installed is great.

Whether you're running ads or not, because once your pixel is installed, Facebook is keeping track of that data. Like, so whether when people are going to your site, who they are, what their interests and stuff are, Facebook is really already tracking that on whether you're running ads. And so, if you are someone who thinks that you might eventually run ads or something like that, you definitely want to get your pixel installed ahead of time.

So that way, all that data, that Facebook is picking up it's in your account. And when you start advertising.” 

Heather Zeitzwolfe: “I had no idea, Stacey! I thought it only had to do with Facebook clicks. That is really interesting. I used to work in market research for many years. And so, to me, this is like really fascinating that you can do all this it's creepy, but fascinating.

Okay. So that sounds doable. So, you get this as a piece of code. I use Squarespace, I've been told it's just easy. You just copy and paste it in. Is this data that it's tracking once you've got the Facebook pixel, does that affect the cost of running ads? Like if someone clicks, how does the cost work with these Facebook ads?” 

Stacy “Zeal” Reed: “You're a pixel doesn't necessarily have to do with the cost, but what does influence the cost is you're targeting your objectives and essentially how you're building your campaign. What you're doing is you're entering into an auction and you're saying like, Hey, this message. I want to show it to this amount of people, but you're also bidding.

The other brands and companies that are also trying to reach those people. So, like, for example, let's say you're targeting runners, but you're going to be competing with all the other brands that are also trying to get. And there's a lot of nuance that kind of just goes into costs that you can lower costs with having better creative targeting, warm audiences and really refining your message.

And so there are definitely ways to like, you know, start to bring costs down. But ultimately what you're doing is you're bidding against other people that are also trying to get the attention of the same people that you're trying to get the attention of.” 

Heather Zeitzwolfe: “I had no idea. That was the case. Okay. Wow. My mind is blowing. This is so interesting. So this seems like then the more you niche down, then the less competition you would have is, am I assuming that correctly?” 

Stacy “Zeal” Reed: “You would think that, and it's interesting. That's one of the things that is interesting about Facebook ads or social media ads in general, compared to something like Google ads, where there's definitely more nuance.

It's not. Oh, if I'm targeting a really, really small number of people, then I have less common. I mean, ideally might have less competition, but you also might not. You might have some brands who are really, really targeting really, really, really small specific audiences say a brand is targeting vegan runners or like vegan runners that also own a business or something like that.

Right. That could get a really, really tight. But the thing is that we are such multifaceted people and that's one of the things that I love about social. Black and white as being really, really hyper-specific. Cause we all have so many different interests and our interests change. For example, if you're in your newsfeed and this is recently happened with me with athletics.

And so athletic greens is like, they make vitamins mixed type of thing. And so I recently started looking into those types of articles about health, nutrition, smoothies. I'm liking, I'm liking more of the posts that I see from natural health kind of places. And what. My newsfeed is full of mastery by this natural, that by this magic, by this healthy thing by that.

And so really like our, our interests are going to evolve and change over time and what we're looking for. And another, like another great example is like a mattress company. If you go to a mattress company website and you get back on Facebook, you're going to get hit with all the mashes, all the mattress ads, but your interests are just going to evolve and change over time.

So really the targeting. Is a piece of it, but you, and one of the things that Facebook has been telling us over the years is to start to be more broad because Facebook's algorithm knows more about people than you do. Like, you may think that your people are vegan runners who have a business, but are they really?

But that's maybe just what you think. Maybe they are people who shop at whole foods and they like Lulu Lemon when I've been working with my clients on doing is figuring out how dry can we really go and still find efficiencies because really like, started a baseline. We want to always start somewhere.

Usually just going, just targeting everybody. Really. Isn't a great idea. So you've got to start somewhere, but really like, you want to make sure that you're not pigeonholing yourself into a too tight of an audience because that's, when you think your people are when really that may be what you think is a business out of a really there, that's not who they are and that's not, that's not something that you don't have a message that really resonates with.”

Heather Zeitzwolfe: “When you get started, it might be a little bit of trial and error then to kind of find that sweet spot. So after trying this out, I guess then you look at your data that's been collected through the pixel and that's how you make adjustments?” 

Stacy “Zeal” Reed: “Within Facebook, they have a reporting kind of hub already built-in.

And so, what you would, you go to their reporting section and look at your numbers and some things that I like to track, and I like to tell business owners that you want to focus on metrics that matter engagement rate, for example is not a, it's a vanity metric. Like it doesn't matter how engaging it is.

If people didn't buy didn't buy, right. Or if people are buying, they are buying and that's great. And it might not be that engaging, but people are clicking on it and going into. And so things that I tell people to look for our click through rate, like how many people are clicking on your ads and that indicates whether your message is resonating with that particular audience.

What is your conversion rate? Like? Ultimately, we want people to do something. We may not be necessarily going for a sale right away, because there is some nuance there too. You don't have to directly sell people all the time with Facebook or Instagram ads, but maybe you want to get people on your. Maybe you want to get people to watch your masterclass.

Maybe you want to get people to download your podcast. And so, whatever that desire to action is, is considered a conversion. And so that's why you're looking at your conversion rate. You're looking to see like how many people clicked on this ad versus how many people took the desired action that I wanted them to.

And if you have a high conversion rate, that's great. That means you're like, Hey, let me pump this ad up. Let me get more. Let me figure out how I can increase this conversion rate. And let me let this go and see how long this ad can go on until it starts to maybe die off. So, yeah, so those are just definitely some things that I think are super important when it comes to that.”

Heather Zeitzwolfe: “And does the higher conversion rate, does that also mean that each person that clicks-through, it's less expensive?”

Stacy “Zeal” Reed: “Yeah, it starts to get less expensive. One of the things that helps to bring the cost down is one is targeting warm audiences. So one of the things you can do within Facebook with your pixel is you can say like, Hey, give me an audience of people who visited my website, give me an audience of people.

Who've made a purchase from me. And that's a warm audience because they've already, they already know who you are. They've been to your site. They're interacting with you somehow. Maybe they're on your email list. Maybe that's sensitive because they've already signed up for your email list. But then you want to upload your email list into Facebook and saying like, Hey, target these people or show these people.

And so really what you can do to bring the cost down is playing with your targeting, playing with your messaging, making sure that you're using the right objectives and the right bidding and all that kind of stuff. And so there's so many things that you can do to just go down the rabbit hole of bringing costs down.

A lot of it really starts with having a really, really strong creative having created that has really, really like a message that really, really resonates with people and really understanding who people are and then iterating on. And starting with what in your business is actually working. A lot of times, people try to just go after a completely cold audiences and they try to test funnels that they had no success with, or that's a brand new funnel, and they have no idea if it's going to convert.

And that type, that type of things to get tends to get more expensive because it's signaling them set to Facebook that people aren't really interested in. So it's got to go out and find more people and try to find different people and figure out like who is going to actually take the desired action that this business owner.

But if your message is not hitting, it's just going to be more expensive. Cause obviously these people over here are not resonating with us, so let's try to find other people and then we'll spend more money to reach all these other people in these different areas. There's a lot that goes into the costs for sure.

But one of the things you can do is to start to target warm audiences. If you have them not necessarily going directly for a sale right away, but really trying to take people through a journey. And see if that will then also help to just warm them up a little bit, because you don't have to only go directly for the sale with your Facebook ads.

If you have a funnel that really converts, like if you have a masterclass, that's like, Hey, my conversion rate for my masterclass is already 50%. I just need to get more eyeballs on it. That's what you want to send the traffic to. You want to send it to that masterclass. You want to get more people taking advantage of that because it's already converting really well.

And so that then makes things a little bit cheaper because you're already targeting people with something that is interesting and that you just need to get more people in for.” 

Heather Zeitzwolfe: “When someone's starting out, you were saying the content really is the important part. Should people start with video? Is it a still photograph?

Is it a gift? Like what are people usually getting the most bang for their buck when they start off? And if it is a video, what's the length of the video.” 

Stacy “Zeal” Reed: “Video is really, really hot right now, Instagram just recently came out and saying that they are a video platform. They're a video first platform. So really start to lean into video.

Video is so compelling because you can implement so much storytelling in that and you can talk to people and people seeing coasts in their newsfeed and just kind of glazing. In the feed videos. Auto-play right. So there's some emotion there that kind of capture the tension. So yeah. So you definitely want to lean into videos, lean into gifts.

And I would say use a mix of those things. Cause you can have a campaign that has a gift, a fuller-length video, and its still image. See which one is doing the best and then turn everything else off and amplify that. You have one that's an under-performer turn off the under-performer and let that video, and that gift just continue to run.

And what you're doing as a business owner is saying like, oh, this video was doing really, really well. It's getting a really high conversion rate. If people are clicking on it, they love it. Let me figure out how I can make more videos exactly like this. Can I take this type of this style of video? Let's say as a tutorial and make it for my other products or my other things.

Can I also take this video much? Try playing with a longer video of the similar content let's play around with a shorter video. And so really what you want to do is start testing a few different things and then look at the data and understand what is the data telling you. And when you figure out what the data is telling you, then you'll know how to move next.

Then you'll notice that, Hey, I need to create more videos because these stills are not doing it. And they're really kind of falling flat, but these videos are taken off. So we make more videos or let me try to play around with the order of my video. Like maybe I could've hooked in the beginning. Maybe I try to say something different than the middle.

And so there's so much that you can do when you start to. That, but you have to really kind of start somewhere. And I tell my clients that we're always testing sometimes test tank and sometimes tests do great, but they should always be teaching you something, leverage this platform for figuring out what does the numbers telling me.

And then how can I as the business owner or the marketer move a little differently to really like lean into what's already.”

Heather Zeitzwolfe: “Utilizing all this powerful data, you mentioned that boosts are kind of a waste, our boosts, the waste, because you don't have the data to back up how it's performing. I'm assuming you don't need the Facebook pixel to run a boost. Is that correct?” 

Stacy “Zeal” Reed: “Yeah. I don't think you need a pixel. And so the reason, but the reason that boosts are a waste of money in my opinion, is because if you take the kind of start at how a campaign, how Facebook campaign is just set foundationally. So the first thing that Facebook is going to ask you is what is your objective?

And the reason that they asked you that is because Facebook has been able to identify people who are likely to make. People who are likely to watch it, just watch a video, people who are likely to just click on your link and just look at the page and then do nothing. Like they're just lurkers. And they kind of look at, or they'll look at a blog post and they'll just read it and they kind of don't do anything.

And so Facebook has been able to identify those types of people. And so one of the things that is identified as people who are just engaging people, people who just love to click comment, share, and nothing else, but the thing is engagement. Doesn't pay the bills, people watching your video and click and clicking on it and doing nothing.

Isn't really going to get you to where you want to be as a business. All right. People liking your video or sharing it with their friends. It doesn't necessarily lead to sales. It just means that it's engaging. And so essentially when you're boosting a post, what you're telling Facebook is that you want more engagement.

And so Facebook is going to then show your post to people who are going to like it, comment on it, share and do those types of things. It's not going to, but when you, for example, say like, oh, I want converted. Cause convergence is an objective that you can also choose when you're going into the back end, because when you're boosting, it automatically is an engagement metric. Like you don't have the option, the option to change, to say, oh, I want conversions or I want lead generation or something like that. But let's say, if you go into the backend of Facebook, you and your business manager, you go create campaign. The first thing you can say like, oh, I want conversions.

Like, I want people that are actually going to take the desired action. I want people who are actually going to click on my ad, go to my site and actually make a purchase or click on my ad, go to my site and actually sign up for my lead magnet and actually do something right. I don't, I don't want people who are just going to come and look at.

I don't want people to do something. And so then Facebook will then say like, let me show this campaign to people who are likely to do something and how it determines that it's like people who have their Facebook wallet, people who have purchased something from an ad before people who have shown that they have higher purchasing.

The pixel is following people wherever they go. So it knows like, oh, this person saw a Facebook ad from Macy's and they clicked on it. And they actually purchased, I'm going to put this person into conversion bucket because they converted from Facebook. It's a lot of about objective. The objective of a boost is to just get more engagement.” 

Heather Zeitzwolfe: “Oh, I'm so glad that you define that. Okay. All right. So if someone was about to get started with doing Facebook ads, I know that they can hire you, but in the beginning, if they just want to play around with this, like they get the pixel say they want to drop like maybe five to $20 a day. Is that something they could actually utilize?

I mean, is that, is that even worth it or do you have to kind of spend a little bit more to get to.”

Stacy “Zeal” Reed: “I try to tell people to start at about a minimum $15 to $20 a day. There are a lot of opinions about budgets that the wonderful thing about social ads is that you can start small and scale up. Like you can start with a $5 a day budget.

I hear some people who say they have like a dollar-a-day budget and I'm just like, oh wow. Really? So Sarah, some people who start really, really small, but what you have to think about is that like, what's your paying for essentially is impressions. And let's say that you're the impression costs with this cost per impression is $5 to reach a thousand people.

So if you think about it, you're spending $5 a day. You're only going to reach about a thousand people a day is your message and your targeting tight enough to actually drive some actual conversions from $5 a day. I find that when you have smaller budget, you have to be really, really specific, really, really tight., And then that doesn't give you any room to really understand what's working and what's not working. Cause you're likely you're starting five hours a day. You probably only have like one ed, one audience and one particular type of creative. Like you're not having like two different audiences to test against each other three different types of creative within each of those audiences to test because you don't have enough money for that.

If you don't have a big enough budget to really let all of those things actually kind of spend and really start to optimize and really start to gather. And so that's why I caution people that $5 is going to slow you down is not going to really give you money. The good thing about Facebook ads that you can test and learn really fast.

So if you're spending $15, $20 a day, and especially in his post iOS 14 world, because everything now is taking so much longer to actually optimize. If you have a $5. It's going to take a really long time to actually give for Facebook to get enough learnings, to really say like, okay, this campaign, I can, I'm finding some efficiencies.

Now I've found the people who respond to this ad and let me show it to more of those exact same people. But in the beginning, Facebook trying to figure out they're showing it to a lot of different people within your audience targeting saying like, oh, this is a hit with this type of person. Does it hit with this type?

And so they're still trying to figure that out. So if you’re pitching and holding yourself in such as a $5 budget, you can really only reach about a thousand people a day. And so is that enough? Do you have a really hyper custom product? Maybe, maybe you can start really small or if you're going for. More of an upper funnel kind of initiative.

Maybe you're going for just getting leads or you're just going to get email signups or something like that. Keep in mind is that $5 a day is not going to give you enough data to really make an informed decision because you have to give stuff time. You have to give stuff a little bit of money, and then you make decisions from there.

It doesn't start with just saying like, oh, I have $5,000. Like if you start out with $5,000, that's great. You could spend all that money and get nothing. You really good. At least when you get to about you're spending about $500, you're able to see like, oh, well this is not. Let me change something. Let me make a difference.

Let me make a different decision or let's try some different things. So I tell people to start a little bit higher, cause you can always cut it off. Like if you're spending $20 a day and you say like, Hey, I'm going to give myself $20 a day for about three weeks. You can always cut it off after week two.

If you're just saying like, oh, I'm spending a lot of money and I'm not getting any. The work after a week and you were saying like, oh, well this campaign isn't really getting great performance. Let me turn this off. And re-strategize, let me look at the numbers, see what it's telling me and figure out how I can make some changes or what changes to actually make in order to improve my campaign performance and then turn it back on.”

Heather Zeitzwolfe: “That is great information. So, yeah, cause you want, you want to be constantly looking at the data and given enough time. Then look at it and make changes. And I love that tip about the $5 is not a good thing because you always hear like, oh, you only need to invest $5 a day. So set aside some money to get started.

Great advice. I have to ask you on LinkedIn. You say that I take six-figure product brands to seven figures with Facebook ads generated over $15 million with social. You're an expert in Facebook and Instagram ads. Wow. That's impressive. What, what kind of money are these people spending to go from six figures to a million or does it depend on what type of ads are running or what are the factors that go into.”

Stacy “Zeal” Reed: “It depends on the goals for sure. What I try to either target with my clients is either we're getting an efficient cost per acquisition, or we're getting an efficient return on ad spend. These are things that you can actually set within Facebook. Like you can say like, Hey Facebook, I want to find people who are going to give me a three, a three X return on.

And because Facebook knows people who are likely to spend more money, but that's the thing is like Facebook knows so much more than we as the individual business owner may know. But if I want to say, Hey, Facebook, I want you to show this ad to people who are likely going to purchase, but not somebody who's going to just spend five bucks, but I don't want to reach the person who's going to spend $15 rather than spending.

And so that is how you try to find profitability and efficiencies. And I know that there are a lot of people out there who are just like, maybe they have like a really low-ticket offer. Like maybe they have like a $20 course or something, and they're using their ads to like get people into that course.

And then they have some kind of funnel on the backend. That's makes it profitable. Like some people are like, Hey, I'm willing to spend $20. If I get this person into my funnel, it's my world. Because then on the backend, I know that I can sell them something higher ticket and that's fine. And, and that's a strategy that you can go for.

If that aligns with your business goals. For me, I'm more so come from the place where I'm like, I want us to be of. Regardless, right? Like if it's a $20 course, then we're not spending more than 10 bucks to acquire a customer because we still want to make some money. We still want to put money back into our business.

I'm not of the belief of the one one-to-one exchange. Like I should put a dollar in and then get a dollar back. And then hopefully 30 days later somebody actually buys something I'm more so. No that you have a fire funnel and then you have like a lead magnet that always ends up. Someone gets into your lead magnet and they end up spending $250 on the backend.

That's great, but we don't need to spend $250 to get them in there. Maybe we don't want to spend $250 to get that person to then spend $250 after seven days. It's like, we want to actually, you know, target people who are. Maybe we'll spend maybe up to $100 depending on what other offers and stuff we had.

Maybe we only want to spend up to 50 because we really, really want to make 3, 4, 5 times our money. So really it depends on what your goals are and how aggressive they are. Some people are really, really like super aggressive CPA targets. Like if you're a subscription model, for example, you probably want to go for like a cost per acquisition.

If you are a service provider or digital product or something like that. You can make an argument for going for return on ad spend, or you can go for making cost per acquisition argument. So really it depends on what your business goals are. And so I tell business owners to really like start with, like, especially if you have a product, like how much is it going to cost for you to be profitable?

Like how much money do you have to make on this one specific product on this one specific sale in order to be profitable, take into account how much it costs to make this product, how much costs. How much it costs to house it, how much it costs to ship it. How much does it cost to return it? Something like that, or if you have like a digital product, maybe you're just saying like, Hey, I can see that sale for sale exchange, but I can see somebody go directly from a Facebook ad into buying.

My course, maybe you're marketing to someone who was a, how to lead. Like somebody is on your email list. Then you're targeting them on Facebook, as well as sending you. Maybe you’re willing to spend a little bit more, but your costs are likely to be a little bit lower because they already know who you are there.

They're already seeing it. And it's a little bit cheaper to reach people who already know you and who've already interacted with you somehow. That's definitely what I would say to that. It really depends on your business goals. And how, how quickly do you want to get there if you want to get to a million dollars in a year, and you're at a hundred K, it's going to take a lot.

But if you are someone who's saying like, Hey, I have a hundred K and I want to build my million dollar business within the next couple of years. These are the things that we need to start focusing on in year one. This is what we need to focus on in year two. This is what we need to focus on to get there in year three.

So it really depends on how aggressive your goals are as a business owner and I'm, and I'm always of the belief that I'm going for profit. Not going for that. One-to-one like spend $20 and acquire a $20 customer. Like if we're spending 20 bucks, somebody needs to be at least 50, $60. So we can at least make our money-back because what happens if your ads tanked?

Because if you start to get dependent on having Facebook ads, and that's one of the things I want to avoid for my clients because I don't think that if the algorithm tanks like we did with iOS 14, that you should go out of business, you should be going for profitability. From the jump. So that way, you know, if something does happen at this campaign tanks, you're not just stuck with no leads, no, no customers, no nothing.

You're not stuck. Just having to say like, well, now I have to spend $50 to get a customer. Now I have to say $60 to get a customer. But really like if all of your marketing is working together and your ads are really amplifying, what's already working. You'll start to see that profitability. Faster, because you're actually using ads to amplify.

What's already making you money and not trying to use it as a completely separate revenue stream in your business. It's really like everything needs to be working together in order for your business marketing to be successful.” 

Heather Zeitzwolfe: “I love this I'm well, I'm a CPA, so I'm all about profitability. So this is, this is awesome.

I'm cheering you on with what you're talking about. We're running out of time and I got like a zillion questions, but can you just tell me Facebook people say it's dead. Facebook ads are. Did should people be moving over to Instagram? Can you do Instagram and Facebook at the same time? How does that work?”

Stacy “Zeal” Reed: “Well, that's one of the things about Facebook owning Instagram. You can actually advertise on Facebook and Instagram within the same campaign. So you and it's actually recommended Facebook actually recommends that you allow what they have within their it's called. So within Facebook, you can, uh, you can advertise on the Facebook feed, which people are typically normally used to seeing the Instagram feed.

You can advertise an Instagram story, Facebook stories, you can advertise on their audience network, which is kind of like a display network, like Google's display network. And so you can, so will you build within businessman? That's why I tell people, get into your business managers. So many things you can do in there.

Like stop. But you go in there and you get to see, like, let's optimize this campaign for both Instagram and Facebook. And then when you go into your numbers, you can see like, okay, what did you can drill in and say like, how many sales did I get from Instagram? How many sales did I get from Facebook within this specific campaign?

And then you can, you can make a decision there. Like, are your people more on Facebook? So maybe you only run Facebook. Maybe you only run Instagram. Maybe there are certain campaigns that you only want on Instagram. Maybe you have creative that resonates better with Instagram. So you run that stuff. Or maybe you do both.

Maybe you just rely on Facebook algorithm to optimize between. And I'll tell you one of the good things quickly about that is that like I'm someone who jumps between Instagram and Facebook all the time. So there are times when I'll see, I'll see ads on Facebook. I'll get off of Facebook. I'll go on Instagram and I'll see similar ads or ads for the same company.

It's kind of like a twofer. You can reach people within Facebook and Instagram, all within the same campaign and then rely on the Facebook algorithm to really like determine where to best show it to someone based on. Convert. Cause if someone converts on Instagram, but they doesn't, they don't cover it on Facebook.

They're more likely to just going to keep showing you the ad on Instagram so that you could, because that's where the conversion usually happens. But if you're just someone who browses on Facebook, they're not going to continue to show you those conversion ads on Facebook. They'll just show it to you on the platform.”

Heather Zeitzwolfe: “Oh, my God! That is so amazing. Okay. And then just quickly are Facebook ads dead? Obviously not…”

Stacy “Zeal” Reed: “I don't think they're dead. So one thing to know, like a sad it's like Facebook has 2.8 billion active users. And so while I think people are migrating to Tik TOK, like if your customers are Gen Z, Maybe you might say Facebook is dead.

There is a lot of gen Z people on Facebook. Most of them are on tick-tock. So if you're really, really trying to make a hard sell towards gen Z, then yeah, you might want to start to focus on Tik TOK or Snapchat or some of these other platforms. But if you're saying, for example, targeting parents, you're targeting moms.

Facebook has really, really good Mom targeting. They have really good parents targeting. They have really good ways to kind of. Understand different interests of people because it's been around for so long because it has so much data on us because it is third visited site in the world. And so I don't necessarily think Facebook is dead.

I think that they're going through a rebrand and a revamp in a whole other mess of other things right now to try to stay relevant and to try to tap into that Gen Z audience and to get them to actually come to their platform and look at your customers, like, are your customers. Typical Facebook users, even if you are personally, may not be a Facebook user, it doesn't matter if I use Facebook or not.

Do my customers use Facebook? Is that where they're making buying decisions? A lot of people are on LinkedIn and it's like, I've never bought a product off of LinkedIn. I'm on LinkedIn all the time. You're marketing to me like products. That's probably not going to resonate with me because I'm not you because of what I'm looking for on LinkedIn is business content and networking, that type of thing.

But on Facebook, I'm used to seeing product ads. I'm used to seeing all kinds of different things. And so even if someone uses multiple platforms where they're saying that they don't use Facebook, they might also, they might use this to ramp up. Maybe they don't use Facebook, but maybe they do use Instagram.

Maybe they do use Twitter or something like that. And so understand your people. That's where you got to start figuring out where they're at and where are they?” 

Heather Zeitzwolfe: “Yeah, well, third visited site in the world. I had no idea that was the case for Facebook. Wow. That's incredible. All right, Stacy, you have a podcast which see you're clever, you're a marketing person.

You have to subscribe to it. Tell us about how we can do that. If we want to listen to your podcast, where can we?”

Stacy “Zeal” Reed: “Yeah. So I have a private podcast it's called stop boosting and start selling. And it's really about how to create and how to understand Facebook and Instagram ad strategy. And so the way that you get access to it, it just head over to my site, Stacey zeal.co/podcast.

You can sign up there and you can grab it. You can also find ways to work with me there at Stacy's deal.co. And I'm also very active on LinkedIn. And so yeah, you can find me there. And Facebook I'm on Facebook too, obviously. 

Heather Zeitzwolfe: “Zeal? So are you Stacy Reed or Stacy Zeal?

Stacy “Zeal” Reed: “That is what I'm trying to figure out these days.

I'm such a multi-passionate person. I love lots of things. So years ago I was a makeup artist that I was like, but I'm going to quit marketing. I'm going to be a makeup artist. It wasn't a great decision because it wasn't for me. But anyway, for about a year, I was like, okay, my stage name is Stacy. And so I turned all my ins, all my handles in the Stacey deal and stuff like that.

And so when I started to really like dive into my marketing and business, that just kind of stuck, it just, it kind of stuck with it and then, but, but I'm also, I had someone reach out to me and I'm like, are you Stacy Zeal or Stacy Reed? And I'm just like, okay, this could get confusing. So I'll probably need to address this.

So really I'm in a process of figuring out, like, what is that right? Like, do I still need this goal, like stage name type of thing from my makeup artists. Or do I really just need to just continue to just brand myself? So the agency is called Stacey Zeal and co and zeal, means passion. And so that's where that came from.

And so that really helped me to just step into this new world that I was not familiar with. I'm used to sitting behind a desk I'm not used to being in front of people's faces and doing makeup and being on sets and shoots and stuff like that. So it was kind of like my Sasha Fierce. And so that's what it is.

So now I'll try to figure out, like, who am I? What is this?”

Heather Zeitzwolfe: “Zeal, is such a great word too. And you have another podcast…”

Stacy “Zeal” Reed: “Yeah. So I do have another podcast it's called high on self-care. And so high self-care is about cannabis and self-care. And I started it because literally cannabis. I am someone who has insomnia.

And about six years ago, I fell asleep driving. I've had my insomnia, my whole life for as long as I can remember, you know, just pushed through it. We think of sleep problems are normal. And I was just like, okay, whatever. I'm just pushing through. And then the universe sent me a signal to said, oh no, you need to pay attention to this because it's being tired all day.

It's just not. And so I went down this rabbit hole of trying sleeping pills and melatonin and all these things that they tell you to do. When you get your Googling, how to get sleep. I tried all the things. And then when I was at the time I was living in Las Vegas and it just became recreationally legal.

And then I tried weed and I've never looked back. It's literally something that helps me sleep to this day. Like I have insomnia, I have a hard time sleeping and wheat is the only thing that consistently has helped me sleep. And so it changed my life. And now I'm an energized person instead of a tired, busy person.

I'm a, I'm an energized. And so I started a podcast about it because I want help. I want other people and other women specifically to learn that it's okay to use cannabis in a way that is self-care for you in a way that is healing for you. And so I wanted to create a space that just helps people to just be okay with it. So that's what High on Self-care is all about.”

Heather Zeitzwolfe: “Very cool. And we'll have links to all of your shows and how to work with you in the show notes. Stacy, this has been incredible. Thank you so much for coming to the podcast.”

Stacy “Zeal” Reed: “Thank you for having me. I had such a great time.” 

Heather Zeitzwolfe: “Oh, it was fabulous. I learned so much. My mind is exploding. I probably could talk to you all day about this. This is so great. Thank you so much, Stacy!”

Stacy “Zeal” Reed: “Thank you.”