Hi there, so I wanted to talk about how this book has helped me. So this book is "Expert Secrets" by Russell Brunson. Now, I remember when I first came across Russell Brunson, I might have gotten an email from someone trying to sell it or something. I thought, oh, not another internet market book, I've read so many internet marketing books. Who is this guy, I can't be bothered. And then I didn't really see anything about him for another year or two after that. And then I forget what happened, how I sort of came across him again but I ended up buy buying this and reading it and I just finding it's just a really amazing book. Now this is his second book the first one is, "Dot Com Secrets." But this one in particular I like and the subtitle I really like which is, "The underground playbook to find your message, "build a tribe, and change the world."

Now, underground, that's just sort of, that's sort of a buzz word, what's it mean? Underground, overground, who knows. But I love the, "To find your message, build a tribe, "and change the world." Now how inspiring is that? And it really talks to what I'm trying to do and I think of what a lot of people would love to do which is to just find my message. You know, I've had so many life experiences over the years, I've learned so much from situations I've been in from listening to people, from making a lot of mistakes and stuff that, you know, and in life and in business as well. So, I do have a message, it's just really getting in touch with it, what is my message?

And also building a tribe, how to, you know there are people who'd be interested in my message. So it's just way, that how to connect with them. And those people are interested in your message, and they would be your tribe. So it's how to connect with them and then having your message and the tribe then together, having those two things, you can really change the world, you can inspire these people, you can educate them. And in return, of course, they can help you by paying you money, by buying your stuff. So it's sort of win-win. But the, the thing is, most people just put themselves down, they just think they have this boring little life and they go to work, they commute to work, and they go into a job they hate, and they think, oh no, I can't do it, all this stuff is for other people.

They see other people succeed and think, oh no, I couldn't possibly do that. That's rubbish, you can, you can do this if other people can do it, you can do it. It's just probably 90% of it is mindset, it's just really believing you can do it. And thinking, you know, what am I good at, what things am I better at now than I was a few years ago? Anything like that, you just have to find your tribe but then could be people like you were a few years ago who didn't the knowledge and the skill, or the passion, or what, insight to whatever it is that you have now. So you just have to find those people and help them and then, so instead of taking sort of several years, making all these mistakes, going up a lot of blind alleys, they can really short circuit that and do it now. So, that's what I got most about this book is like this sparring yes, you can do it and also it's just full of strategy.

Like how to step-by-step, you do this, you do that, you know, you do Facebook Lives, you connect with people, you get an audience, you refine your message, you get feedback and then you start learning how to sell, how to package it up into a product and then how to market it, how to really communicate your message to people who don't realise they have a problem, that's the step one, to make them realise they have a problem and that you have the solution, so on. So then meeting them on this sort of journey.

So it's really useful for communicating your entire, not only your message but to people who would understand it now. But also communicating your message to people who are totally closed off to it now because they don't really realise that they have a problem or how you can help them. So it's helping them sort of make these incremental steps out of knowledge and awareness so they can really see how they can help them and so on. So, that's what all this book's about.

So, it is a fantastic book but all his books are great, I've just got "Traffic Secrets" as well, that's really what gives the three steps of dot com, it's about how to do funnels, this one is about how to position yourself as an expert and how to sell. The third one is traffic, which is the missing bit of the equation, how to get traffic into your funnel, so get the word out to a wider audience. So I would definitely recommend it, so you can actually get it free if you go to the right place, you can use my website. But that's all for now, see you soon, bye.

The corporate world is very stressful and exhausting for many people. Those people only really truly relax when they are on holiday.

I am not going back into that world. That is why I started my internet business. So many people are making money in this way, and it is so much more satisfying than having a job.If you hate your job, just consider how you can transition away into your own online business.

So I'm going to talk to you today about why I gave up the corporate world. Now, when I left university I didn't really know what to do, I had no idea what to do as a career. But my father and brother were both accountants so I thought, all well, I'm quite good at math, so I might was well be an accountant. That's the only thing I could think of. So I ended up in this job in the city, it was a firm that became part of Deloitte's. And then I became a charge accountant, it was the hardest thing I ever did, the exams were so hard, I had to work like, study for like 15 hours a week in addition to doing a full 40 hour week job, and I had to do that three years.

So it was really hard but eventually I qualified so I'm like qualified charge accountant. But and then I got over the years, I had all these other jobs as an accountant and progressed to senior level. So I was chief financial officer for example. But I never really enjoyed it, they're okay, it was fun sometimes if we were in an office and we had a bit of officer banter and we have a bit of a laugh, that was quite good fun. But mostly it was just, I never really got excited about going to work, it was always a oh no, I got to go to work.

And then I used to live for Friday, it was like, even by Wednesday it was always halfway through the week now and you're like, two and half days to go. And then Thursday, oh, it's almost there and Friday afternoon I just felt so amazing when I could leave work, go home for the weekend. And Friday evening I loved, Saturday I loved, but Sunday just knowing that, oh no, you've got another five days of work starting tomorrow, is like, I started to feel this like horrible sort of sick feeling in my belly. And then Monday morning, oh, five days, it was like something in me was dying, it was just really horrible.

And then I went to work, and then I think partly it's just so exhausting and it's so stressful, there's so many demands on me from so many sides, so many different people bosses, co-workers, people under me and so on, all wanting me to be a certain way or wanting me to do certain things, it's just exhausting trying to sort of try and please everyone and you try and put so much energy into it. But it's never enough, you never really appreciated and I'm sure it's the same for you. Well, maybe not exactly the same but I'm sure you get a lot of resistance sometimes. And then I've been best to go on holiday and sometimes I go like, I'll fly away to this tropical island or something, I'd lie on my sun lounger and the first couple of days I'd still be so wound up in my job and then by the third or the fourth day I'd just feel really relaxed like it was, I'd just feel that all the tensions and stress of work had left me. And I realised it took me four days to get to this state, during the rest of the year, when I had to go back on Monday morning, I only had two days off, I never got to that state of relaxation during the rest of the year. It was literally only like once or twice a year when I went on holiday that I could achieve this state of relaxation.

So my whole life it was it was just this incredible struggle between trying to you want to be relaxed and happy and chilled out, was what I really wanted but then I was ending up with all this stress and trying to please everyone and office politics, and more and more work being shoved on me on the other hand. So, I'm not going back into that world, that is why I'm so passionate about the internet. Because you can, you can make money on the internet, you can get a living, you can, just because of the way the internet works, the scalability of it all, and especially if you know all the sort of strategies and especially if you can sort of find your voice and you can find your target market and connect with them.

There's so many, so many people making money this way and I'll tell you what, having my own business is so different from having to go to work, I used to hate the Monday morning feeling now I love Monday mornings 'cause oh, great, I can get on with my job, I can get on with my business. And I love it, I really love it because it's, it's not like having to go and like make everyone happy and get over the stress, instead of that, it's more just make money, how can I make money, how can I be creative, how can I help these people, how can I connect with those and sort of do something that's mission beneficial, how can I express myself. You know, there's so many different really positive, creative things to it and it's just a whole different experience.

So, I hope I've inspired you know, if you have any sort of, if you love your job, that's great, I'm really happy for you, I really am. But if you don't like your job, if you hate your job, I really like you to consider how you can try and transition away into your own business. I'm not all, I don't suggest you give everything up, burn all your boats, and just do something really risky or anything like that but maybe just start something sort of part-time and sort of watch it blossom and grow. And then at some point in the future hopefully be successful enough you can just give up your job and run your own business like I do. That's all for now, see you soon, bye.

So, I'm gonna talk to you today about my five step plan for building a massive training or coaching empire. So, this isn't gonna be an overnight thing but it doesn't have to take that long if you work intelligently, and you're focused, and you follow the sort of basic steps in the plan. So, step one, it always starts with yourself, your inner game, your inner world, your mindset basically. You've got to really believe that you can do this. You've gotta just be yourself, stop trying to be fake or pretend to be something you're not. And also you've got to really wanna help people, just coming from a space of contribution, you're wanting to serve people. You're not trying to sell to them or rip people off or something, you're genuinely trying to help the people that you're hoping to sell your products to.

Then that's step one, step two is just two final hike your competition. So to look at other people who are doing stuff, other people who are producing content. You can go on to Udemy and look at course that are done, you can look at the reviews, you can look at the chapter headings and find a, say, successful course out there, see how they've structured it, see what hooks they've got, see what they're appealing to, seeing what the reviews are, people are saying about it. So you can do this Udemy for courses or you can go Amazon and look up book reviews and stuff. So just that really look online forms, it just gives you a sense of what people want, what their problems are, where they're stuck what sort of message that they're responding to. And especially look at the ones which are successful, there's no point in look at unsuccessful ones 'cause they're doing it wrongly.

So, then that's the second step, the third step which is to be just get yourself out there, get the attention of people. So just post a lot of content to all these different platforms. So start with video, just make loads of videos like this talking about your story, your origin story, and just helping the other person get from A to B. And so you can repurpose it, get it on, just start with one video, post it to many different places and also post audio and transcripts and so on and then link them to each other, and just do a lot of this. 

Then you get people's attention, the fourth step then, once you get a lot of people liking you and stuff and listening to whatever you say, the fourth step is to advertise to people who've engaged with your content. So you can set up retargeting pixels in Facebook or Instagram for example and then just, you will have to spend some money, advertising, unfortunately but hopefully you'll get back a lot more than you spend. So, because you're only advertising to people who've already consumed your content, who've already watched 50% of your video. And you'll find it's a lot cheaper than tying to advertise to a cold audience. So, and then by advertising you can get them to opt in to your email list or, hopefully, just buy a cheap product from you, maybe like a $7 or $20 product, so you have like a loss leader that's like a no brainer, it's such filled with such value. But once they become a paying customer, that sort of really changes the relationship with you.

Hopefully by this stage, 'cause you produced so much content and you put so much energy behind it and you're coming from a space of contribution and you really believe you can help them, they're really getting to respond to this message. They're believing it too, and you are helping them as well, they're getting real value from this. And cause of the amazing thing about the internet, there's one too many, one video can literally reach millions of people. Or even if it only reaches thousands of people, and you just produce a little bit of value each, if they all start paying you a little bit but a lot of people do that you can potentially make a lot of money out of this and also help a lot of people.

So there are the first four steps, I did say I've got five steps. The fifth step is what Russell Brunson's called "The Dream 100." Which is people who a have big audience and you just try and basically become friends with them, work with them. So you might start buying their products, communicating with them, if you've got a show, asking them to be on your show, interview them, message them, whatever. But by getting to know them, over time, eventually, hopefully, then they will want to work with you and ultimately, if they might want to promote you or be an affiliate for you, and then you can tap into their audience.

And in a way if your audience is growing as well, you could help their audience as well 'cause you're, your audience is getting to know this other person, their audience is getting to know you. So both, you're both benefiting from this, it's not a one-way thing. But once you start tapping into these other people with audiences, there's no, there's hardly any limit to how big you can scale. That's all for now, see you in the next video, bye.

So I'm going to tell you have to start and or grow a some sort of coaching or training business in 28 days without having to spend a lot of money, you know on advertising and stuff like that. So, it all starts with your mindset and who you are. You've got to really believe that you can do this. You look around and see other people doing it and you look at yourself and you think, oh I can't, you know, something special about them. You know, I couldn't possible do anything like that. So that's rubbish, you have to really believe in yourself and that's step one. Otherwise you'll never get anywhere and the first hurdle you're just gonna give up. So you've got to totally, with every ounce of your being believe that you can do it.

Also, you've gotta just be yourself, I mean, I wish someone had told me this years ago. Life would've been so much easier if I'd just known, I could be myself at work and have a laugh, and relax. And so, I spent so many years in a sort of corporate environment having to pretend to be this sort of persona, this professional accountant or whatever. And it wasn't me, it just felt fake, and I didn't enjoy it and so on. So if you're just yourself, people can relate to you, and it's a lot easier for you and it's a lot more attractive for them, the proposition of working with you. And then you've just gotta picture in your mind's eye someone you can help. Now, looking around you, there's loads of, I'm sure you can think of people that you can help, they might not realise that you can help them but you could definitely help them.

If you could just think of one person like that, think of the billions of people that speak English as a first or second language on this planet and just scaling it up, you know that there's millions of people out there that you can, you can definitely help. It's just a question of getting them to realise that you can help them and so on. And getting your message across, speaking authentically. So, but just, you can't, if you think, oh, millions of people, how can you possibly speak to an audience like that? So no, just think of one person. So this person is your avatar and just all your communication, talk to that avatar. And then, they sort of represent everyone else and the people who are sort of a big like them will respond to your message.

So, then it just comes back communicating and getting your message out there onto social media, publishing videos, publish a video everyday. Or try and repurpose it put it on different platforms like Facebook, possibly LinkedIn depend on your target market, Instagram, Twitter, there's so many different platforms out there. And definitely get it transcribed to put on your blog, maybe also put it on YouTube as well. But if you start or maybe even do a podcast, we start with a video, then it's easy to repurpose it for all those places. So, and then just start boosting little, doing lots of little videos, cutting it up, and so on. Boosting them and just seeing which videos get the most response.

And the ones that get the most response, this is then, this the universe coming back and telling you they like what you're, they like what you're producing and they're interested in it. So just do more of that and less of the other and you could boost those ones more and more and you could also, you can also start to create products around the ones where, which have shown the most interest in what you're saying. And then, then you can, once people have watched it, then you can create an audience in Facebook or LinkedIn, you created a look-alike audience and you can market to those people.

And that's a lot cheaper than having to just reach out to cold traffic all the time 'cause you're reaching out to people who already have responded to your message or interested in what you have to say. So, by doing that, you're just getting yourself more and more known. And this is, if you follow what I'm doing, this is exactly the same technique I'm just starting to do.

This is one of my first videos like that and as you watch over the coming weeks and months, you'll see I'll be producing more and more of these videos, reaching out to my target demographic. And some people will hate it, some people will love it. And eventually I'll reach the people who are interested in what I have to say. So, I wish you all the very best of luck, bye for now.

Part 1

Hi there.

So my name is Keith Griggs and I just wanted to talk a bit about this lockdown caused by the Coronavirus and how I think we should respond to it. In particular, how we should respond to it in terms of our business.

So I mean obviously it's causing incredible suffering to many thousands of people all over the world and it will almost certainly touch our families and friends as well. So it's a horrific thing.

But some people seem to be just, maybe a bit fearful about it or just shutting down and just using this as a time to just rest and relax and watch Netflix and so on.

But this could go on some time. And I think it's crucial for business that we are very proactive and use this time to our very best advantage. So, that's that sort of thing that I want to talk about today in this video.

So, obviously, I think is vital to stay healthy, stay safe, stay isolated, eat healthily, and go for lots of exercise.

That's definitely one thing. But also I think we can just take a step back, just like at Christmas and in August, the whole world seems to just shut down, which is often quite frustrating to me because I tend to want to plough on and carry on usually in that time.

But it forces me to take a step back and have a real think about things, go back to first principles and work out how everything fits together in my business and how I want to go forward. I think it's very valuable to do that.

Also of course you can also massively improve your digital assets.

You can create new sales funnels. Maybe your website doesn't do a very good job in terms of messaging and so on to take people through different stages from visitors to serve them a different message when they've interacted with your site and content a bit and know you better.

And then eventually they contact you or have some interaction and then you can sell them something cheap or give them something free and then maybe upsell them more expensive later.

So you move them up the value ladder, which is a way of maximising your income from each particular prospect, which is a much, much more profitable way of doing it than trying to acquire new customers all the time and just I'm selling them your standard offering.

Another thing that's really important I think to do is produce a lot of content.

This is content. This is a video, I'm also going to get it transcribed and use it as a blog post, and then also go to extract the audio and use it as a podcast. But the video, I'm going to syndicate it and put on many different places all over the internet, social media website and so on.

Part 2

I'd also like to talk about what I call the four pillars. I've sort of split various avenues into four areas that I think are absolutely crucial to any business.

So the first area is the whole thing about websites and messaging, which I have already touched upon and I will touch upon it a bit more in a minute. There's traffic and retargeting, which is absolutely crucial to get people into your website and to bring them back once they've been there.

Social media is becoming more and more important every day as people spend more and more time on there. And reputation is vital, what people are saying about you online and how you use this to your advantage.

So let's go into these four pillars, these four areas in a bit more depth.

Improving your website messaging.

So taking them on a journey through your funnel, which I've already alluded to, people do need a different message at each stage. A lot of people don't realise that, they just have a website. That's why it's much more ... I think it's very useful to just map out your whole presence on the internet as a sort of funnel and have different messages at different points where people first engage with you and then where people know you better. Take them to a different place in your website and give them a different message. Or it could be on your email list or maybe a Facebook group or something like that.

Also, inject the personality of your brand. In my case, a lot of my brand has actually to do with me, my personality, and that's why I like to use videos a lot to help get that across and help build a sort of connection with the people viewing my content.

Setting up email lists is another great way to improve your messaging too. Just like retargeting it's a great way to sort of capture people and then give you the ability to connect with them further and further into the future as you send them more and more content.

So that was the first pillar. The second pillar is to set up tracking and retargeting pixels, though I hope you've already done this. A lot of people have not.

For example, Google Analytics is extremely useful just to see how people find your site, how long they spend on each page, and their journey from where do they go off to each page. It can give you a lot of feedback about what people like about your site and then that can really help you create more pages, create more contents to give them what they like rather than what they find boring.

Adwords is really good. So if they come to your site, you can ... Maybe you're not advertising on Adwords at the moment, but maybe in three or six month's time you want to retarget who's been to your site so that's why it's good to put your pixel up now. Same thing with Facebook. Same thing with LinkedIn. You can target with LinkedIn ads, people who have been to your site.

And then of course, after capturing their information, we target them, set up ads and follow these people around for the next three to six months. So I have heard it said that 96% of visitors to your website never come back, so when you think about it it's an incredible waste of money to spend a lot of money advertising on SEO to get someone to your site and then never see them again. And the vast majority of people will fall into that category. So that's why it's so important to follow them around. It's also said that we need seven touches with a prospect before they like and trust you enough and know enough about your product and understand the benefits. They're not going to get all that on one time so you need some points of contact before they're ready to actually take out their wallet, take out their credit card and hand over their money.

So in the olden days, this used to be by points of contact by sitting in the emails, speaking to them and so on, but now over the internet we can create a lot more points of contact by retargeting using ads that appear on different sides. So Facebook, for example, giving you different aspects of your message, maybe different angles, different hooks, or maybe you show them testimonials from other people or case studies or something like that.

The third pillar is to just be omnipresent, be all over social media. Obviously one way you can do that is retargeting, which is what I said, but make sure you have social media accounts set up on all the major places where your prospects gather. Almost everyone goes to Facebook. That's a great place to go. Even CEOs and B2B customers spend time on Facebook because a lot of them, for example, have children they want to keep in touch with and so on.

The fourth pillar is reputation. People believe what other people say about you much more than what you say about you, because obviously you are biased and you're always trying to present yourself in the best light. Whereas if someone else says something about you, it's much more believable, especially if they seem like a reputable person, you can see the picture and so on.

It's really important to manage your reviews online because you're wasting your money otherwise on advertising. If you have a bad reputation, bad reviews, no one's going to buy from you. You need to fix your reputation first before you invest in anything else. Managing it is very important. Have a system in place so if someone leaves a review, you are immediately notified and can respond to it. You should respond to both good and bad reviews because that just really helps people feel that you're a good company to do business with.

The second part of this is to build your reputation. Proactively approach customers and clients and ask them to leave reviews for you on various platforms. Thirdly, market this. Once someone has left a good review, you should put it on your website, maybe make an image from it, maybe make a video from it, put it on social media, maybe use it in your advertising, just get the word out there.

They're the four pillars. And as well as that, I think it's really good to just take time out just to network with more people because another saying I've heard is that “your net worth is your network” in that although most of the people we network with, it's maybe a waste of time. We might have a pleasant little conversation with people, but now and again we come across someone who has some skill, some idea, maybe they know who can really help us a lot.

And that's just happened time and time again for me. I just think it's a really good thing to just have lots of conversations with people. Maybe they come to nothing, but maybe they could be something that could just totally change the whole way you do business. I think it is great to interact. I think LinkedIn is brilliant for that. I've met so many amazing people on LinkedIn. Reach out, message people, talk to them and hopefully you'll find some people that can really help your business.

Maybe you can find a people, even if they can't provide you a service that your company uses, maybe they're just great people to bounce ideas off because sometimes one little comment from someone can really open up a whole new world of ideas for you. Don't underestimate this, and I think it's a extremely valuable use of our time. That's the end of  this video. Please subscribe to my content, like my pages. Please get in touch with me and hopefully see you soon. That's all for now. Bye.

In this video I talk about the final two Pillars.

These are social media and reputation.

These days it is vital to be all over social media, as almost certainly that is where your customers spend time every day.

Also you need to nurture a first class online reputation. You need to manage your review listings and your reviews, actively build them up, and also use them in your marketing.

I also talk about the importance of increasing your network and just talking to people who may be of benefit in some way to your business. Worst case scenario is that you waste a few minutes having a chat.

In this video I talk about the first two of what I call the Four Pillars.

I believe these should be the backbone of any business that is active on the internet.

To neglect any of these pillars means leaving a lot of money on the table.

The first pillar is website messaging. Your website should take them on a journey through your sales funnel, move them up the value ladder, and familiarize them with the personality of your brand.

The second pillar is setting up tracking and retargeting pixels on your website. This lets you see exactly what is going on with your site, eg how long they spend on each page. You can use this information to guide you to create content and even products that they like the most.

Then with the retargeting pixel you can stay in touch with the prospect.

I talk about what I believe (from a business point of view) is the best way is to respond to this lockdown.

eg taking a step back to really think about things from first principles, and working on improving our digital assets such as sales funnels, messaging, content production and syndication .

As was widely reported a short time ago with much fanfare, Instagram has started hiding likes as a test to see if doing so will make the app more enjoyable for users.

The test started in Canada but has now been rolled out to six additional countries - Ireland, Italy, Japan, Brazil, Australia, and New Zealand.

We Bet It’s Here To Stay

Our bet is that this change isn’t temporary. There has been so much written about the negative toll that a focus on likes is having on people’s mental health, that we believe that Instagram has pretty much already made up their mind about this move.

The fact that they rolled it out in seven major markets makes us confident in saying so as well.

And we think this is a good thing for everyone, including your business.

Here’s Why Hiding Likes Is Good For Your Business

Here are three reasons why we think Instagram hiding like counts is good for your business:

You’ll start tracking metrics that matter

Likes are a false currency. You can’t take them to the bank, and you can’t pay your bills with them. So there is no great reason to make them the focus of your Instagram strategy.

But that’s exactly what’s happened.

It’s time to start tracking the metrics that actually matter, like reach, engagement, saves,

You’ll start sharing content that’s more authentic

Admit it, at one point or another, you’ve held back on something you wanted to post because you didn’t think the Instagram community would like it enough.

Everyone that markets on Instagram have done that! But at what cost?

The cost is that Instagram has largely become a popularity contest, and that has driven people and companies to post images that fall within certain ‘rules’ that give them a better chance of success...which means authenticity has gone out the window.

Now that likes are hidden, our bet is that everyone will feel more comfortable posting content that’s authentic.

The foundation of a good business brand is an authentic connection with its audience, so we think this is nothing but good for business!

You’ll create content that gets real results

Now that you’ll be tracking the right metrics for your content, your Social Media Marketing Manager will now be held accountable to results beyond just likes and follower growth.

That means your content strategy will shift to maximize those metrics and actually drive real business results.

How many visitors are making it to your website? Opting into email lists? Buying products?

Our best is that real business results like these will become the expectation of businesses using Instagram, and the real value of the platform as a marketing tool will become abundantly clear.

Like It Or Not...

Change is coming to Instagram, and we think it’s a good thing! Expect that likes will be hidden in your market within the next six months, and start preparing your strategy now.

____________________________________________________________________________

Meta: Instagram is now hiding likes and it is actually good for your business. Wondering why? Read on to know the reasons why is it such a great change for businesses.

Keywords: instagram, instagram likes, instagram business

If you are doing Facebook ads you need to know about this important change coming soon ….

Facebook has announced that as of September, a relatively new and controversial feature on their advertising platform called Campaign Budget Optimization will become the mandatory default. Not the optional setting that it is now.

You can expect that starting in September when you create your new campaigns, they will use Campaign Budget Optimization as the default whether you like it or not! You can also expect that any existing campaigns will be migrated to Campaign Budget Optimization as well.

What that means for you is that it’s time to prepare!

What is Campaign Budget Optimization?

First, let’s make sure that we know what it is we’re dealing with. Here’s what Facebook has to say on the matter:

“Campaign budget optimization is a way of optimizing the distribution of a campaign budget across your campaign's ad sets. This means we automatically and continuously find the best active opportunities for results across your ad sets and distributes your campaign budget in real time to get those results.”

How Does Campaign Budget Optimization Work?

It’s still very early in this rollout, and the advertising community is still learning exactly how it’s going to work. But here’s the general idea:

“Using campaign budget optimization, advertisers can set one central campaign budget to optimize across ad sets by distributing budget to the top performing ad sets in real time. Campaign budget optimization is available for any campaign objective and is best suited for campaigns with multiple ad sets.”

“With campaign budget optimization, advertisers allow Facebook to distribute their budget across ad sets to get the best results for their campaign.”

Translation: If you have multiple ad sets running in a campaign, Facebook is going to spend your money the way they see fit!

Here’s what it will look like:

That sounds scary, doesn’t it?

Keep reading...it’s not all bad:

“In addition to setting a daily or lifetime campaign budget, businesses can set bid caps and spend limits for each ad set.”

Translation: You still actually have quite a bit of control over how Facebook spends your money, but you have to be a little more thoughtful about how you set things up.

The Benefits of Campaign Budget Optimization

So...why are they doing it then?

Here’s what Facebook as to say.

“By distributing more of a budget to the highest performing ad sets, advertisers can maximize the total value of their campaign. Budget optimization works in real time to determine the most effective use of a business' ad dollars to help lower cost per result and increase return on ad spend.”

“Campaign budget optimization also saves advertisers time by eliminating the need to manually shift budgets between ad sets.”

Translation: We have much better data about our ad system than you do...so let us do the heavy lifting using Artificial Intelligence!

It’s Coming...Here’s What To Do.

This change is happening whether you like it or not, so the best thing you can do at this point is to accept it and get prepared. Here are our tips to help:

Tip #1: Test

You can start using Campaign Budget Optimization on your campaigns right now, so you might as well get some experience with it before it becomes mandatory. Set aside a small test budget and start running experiments.

Tip #2: Use the ‘minimum budget per ad set’ setting

This is an optional setting that allows you to ensure that a particular Ad Set gets at least a certain amount of dollars spent on it. This is your way of making sure that Facebook doesn’t completely turn off traffic to a particular Ad Set.

It’s Time!

Campaign Budget Optimization will be a requirement very soon - it’s time to start preparing and testing so you’re ready!

Tip #3: More budget per campaign

Since your budget is now being split across all Ad Sets in your campaign, you need to make sure you are upping your budget.

Tip #4: Adapt and overcome!

Campaign Budget Optimization is new for everyone. The strategies for the optimization of this new setting are still theoretical, and you will make mistakes. That’s ok! Adapt and overcome! Continue to monitor your campaigns, learn, and make adjustments.