YPMS Episode 4: Facebook Ads, video ad views, remarketing and scaling winning offers with paid traffic with Kevin Brkal

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Show Notes

Casey Stanton
You’re listening to your perfect marketing strategy, the only podcast to teach you what marketing tactics are working right now, how to know which tactics are right for your business and the immediate steps you can take to deploy those tactics to grow your business today. Hey, it’s your host, Casey Stanton, and I’m here with my friend Kevin Bercow. And Kevin and I have known each other for a few years. And he’s here to talk about what’s working today in Facebook ads. And before we get into anything you’re given, I just want to state that I saw that 40% to 60% of all money raised through venture capital funds go into Google and Facebook ads. So it’s clear that even the big players continue to use Facebook ads. I’m excited to dive into why you think Facebook is the right medium for people to be focusing their energies and dollars on today, and what results they can potentially achieve. So excited to have you here, Kevin, how you doing? I’m pretty good. Excited to be here as well. You Man, all right, well, let’s let’s dive in. We’re like, we’re like in this intro COVID market, right? We’re like in the middle of this Coronavirus pandemic. And maybe it’ll last months more maybe the last years longer, it kind of depends on when we’re gonna get this vaccine. And as a result, we’re seeing a constriction in the market. And as a result, businesses are saying, Hey, I’m not getting customers in my front doors people aren’t buying from me. So I’m going to do I’m going to stop spending money on marketing. Why is that a bad idea?

Kevin Brkal
It’s honestly one of the worst ideas a business owner can make right now. Man, I see it a lot. I mean, I tell you, there’s a wide variety of business owners. I mean, some business owners were like they’re reliant on people coming to their door, like a physical retail store. probably makes sense to do that, let’s say a restaurant, you know, I think it’s gonna be a bit of time before they’re able to get back into a position where you can get aggressive leverage. But everybody else, I mean, it’s a great time to be advertising. Three reasons why number one, it’s never been cheaper. Facebook ad costs are down again upwards of 60 to 70% on a CPM basis, what that means to target 1000 people in your audience, it’s costing you 60 to 70% less than it did for all this COVID stuff happens to your dollar goes farther. other big thing is that right now, everybody is consuming content on their phones, I think there’s gonna be a big change where I will be working on they’re gonna be spending more time on there and one of the best ways to even just brand yourself is to like really simple like a video views campaign, you know, to spend a lot but because your dollar goes farther, you’re gonna get more people consuming that that content.

Casey Stanton
I want to dive into the nuance of that, but I think what’s important here is like, I want to like kind of back up what you’re saying, which is It’s never been cheaper to advertise. But also it’s like now’s the right time. I think of it like fishing in a pond. Most people go fishing in a pond with a lot of fishermen out because they’re like, hey, if other people are fishing there must be fishing there. And what you’re saying, if no one’s fishing, it’s not because there aren’t fish. Right? There are still all the surfing,

Kevin Brkal
there’s fish. Yeah, there’s that’s it. You know, it’s like you can, you know, follow everybody else like that to kind of go get against the grain and the ones that do that do really, really well. There’s a huge opportunity right now, I see service, you know, Home Services are really stuck at home and, you know, they want to invest in in their home their home. Again, it’s not an ideal time for every business, but the vast majority of businesses, this is like a golden time to advertise. And just take advantage of the fact that your dollar was so much farther because there’s never been a time like that right now. That what we’re seeing right now and all the upheaval and, you know, majority of business owners freaking out and justifiably They have reason to freak out. But they’re cutting their their ad dollars that are going to pay dividends as their market start opening back up.

Casey Stanton
Yeah, that’s such an important point here. So not spending on marketing is literally signing your own, like deathwish. Like you’re saying, my business isn’t doing well. And as a result, I’m not going to try to grow my business. And that’s the wrong thing to do quit being so passive, lead your business be active. And if your business type is one that isn’t doing well as a result of COVID I mean, very few industries are doing well as a result of COVID but you’re saying that people can reposition potentially their offering or their business or what they’re doing to be able to capitalize on this new and different, you know, very online, very connected very phones in my hand 24 seven economy, is that right? Exactly, exactly.

Kevin Brkal
And or you know, if you’re in a in a business that you know, kind of got shut down with everything, pivot I’ve one client That he was in the such easy like tailgating stuff. Obviously, there’s no concerts and all events going on his business overnight went to nothing. He pivoted his business into making, you know, like custom hand sanitizers, and they’re killing it right now. So there is opportunity, that’s the biggest thing of all. You can’t be sitting with their head in the sand, saying, you know, oh my god, you know, you need to get out there, be proactive, be positive, because there is opportunity out there and, you know, your marketing does introduce is going to go so much farther than they ever have. And they like to say, the best time to do branding, branding works. Yes. Okay. what industry you’re in, it works.

Casey Stanton
This is interesting, because when we used to work together, you know, I’m definitely a sales focused marketer, right? If it doesn’t make knowledge, it doesn’t make sense. And you in the same way, Facebook needs to have a return on adspend. And the best way to do that is to put a clear offer in front of the right audience and get them to take action and to hear your change in tone here. As you push towards branding, I think it’s interesting. So tell me why the shift from being a direct more sales approach more direct response to Now, using the word branding so far, like, I think you’ve said it three times in this room.

Kevin Brkal
Yeah, I mean, I’ve definitely gotten like full circle on it. I just think, you know, direct response 24 seven, the way to go? No, I’m just seeing it with my own business where, like my branding ever since I kind of pivoted my entire approach to more branding, more long term, helping in this do video follow up. It’s just been, like, transformative. And there’s so many other businesses where, you know, like, let’s say, you’ve made a quote from somebody, you’re not ready to go with that very second, but they kind of go dark and you don’t see any more asked me to see anything. You know, they’re not doing themselves just because the truth is, you know, people don’t move forward for a ton of different reasons. That timing, maybe just something whatever it is, but they had the inclination in the back of their mind where, you know, they wanted to move forward or something. They didn’t. So it’s like, you got to just take advantage of what’s going on right now with advertising, and get your message in front of these people, because they do have the need, they’re gonna want to come back at you. I mean, I’ve had people that I spoke to in the two, three years ago, and one person was four years ago. So don’t give on it knowledge on the call, and I just added them to a long term follow up where I’m just gonna spend $2 and 50 cents a day, doing video views to everybody I spoke to, and lo and behold, has a need reaches out to me so Oh, yeah, I’ve been you know, watching your videos, you know, they’ve been awesome. And what that does is that, you know, that builds me up as this this expert to them, because if they’re watching it, and when they have the need, they’re not gonna go anywhere else. So you can do that with any other business. I mean, your ABC Company, you know, doing some branding videos that help videos helping them you know, with some frequently asked questions that lets you get goes a long way and I used to think that was like kind of bogus, like kind of blackmail. that type of stuff, but actually at work, I mean, it just works. It makes sense why, you know, companies go out there and they spend 5 million bucks on a Superbowl ad for branding. I mean, make sense?

Casey Stanton
Yeah, that’s a really interesting point. So hearing that you’re saying you spend $75 a month like that’s, that’s nothing cheap.

Kevin Brkal
Exactly. I don’t spend a lot on those remarketing. Obviously, I spent a lot on you know, like lead generation, but the long term follow up and the whole reason why I don’t spend a lot is because video views is so cheap right now. And it was before. And then just the whole point is, we already gotten it and I don’t want to overburden those people with them seeing like videos every single day. Let’s see maybe once a week type of thing or every other week. So that long term follow up that I do in a lot of businesses can do. You don’t be super aggressive with it. You just you want it to be enough where it’s it builds up that trust factor with the person and they’ll they’ll definitely kind of remember you Everything. So tell me about that. How long are these videos typically that you recommend? Yeah, I run videos that are north from like a minute to four minutes in length. And, again, the whole point of them is, except my case, I’m trying to help the person watching them. Because I know if I get across that, they get value out of it, and I help them, you know, that’s going to go a long way for when they have that need. So like any business could really do that. You know, obviously help educate your audience, your potential customer base. But again, that’s just one thing I do like on the remarketing side, I still think branding for a cold audience is well worth it.

Casey Stanton
Really this branding, if you think is worth the money?

Kevin Brkal
Yeah, yeah, absolutely. Especially because right now, because right now, because of the cost, so cheap, and the fact that you can get very targeted with who you want to target on a cold tide, like Do you know who your ideal customer is, so you got to age interest, use maybe some 30 Party Do you have good bucket? Doing some brand into there helps out tremendously. Again, I do that I don’t do it all the time with myself, but I will do some, you know, to some cold video views to some of my better audiences. Not so much warming them up, but just getting them used to seeing my face. So then the more that kind of see it, then when they see that direct response ad and I talked to them, oh, yeah, they say oh, yeah, you know, I saw you in you know, your your YouTube, I don’t have a lot of subscribers on YouTube. But you know, I guess you got a YouTube, you know, watch some your videos or some stuff like damn, you know, it’s awesome. And they’re more inclined to, you know, move forward after one of those calls.

Casey Stanton
Yeah, very interesting,

Kevin Brkal
I don’t spend a lot. I don’t spend a lot on that. I mean, obviously, you know, I, I do put a lot towards direct response, marketing, but uh, you know, a lot of businesses, you know, I think it’s worthwhile to maybe do 10% of your cold marketing budget to this brand. There’s value in it. Wow, okay, that’s very interesting.

Casey Stanton
So the point of the brand new content is merely to display a video and have people interact with it and there’s no direct call to action on it.

Kevin Brkal
I know Yeah, I don’t recommend you have a call to action a light one. Typically it’s like I say to share some of you know, comment below one that works pretty well that I see more as having like a really short brandable URL that you can share in the video so like your ideal person watches a video you can obviously say you know, hey this sounds good if you, love to you know set up a time to chat or at every go he XYZcom/whatever. Like, I do that with mine where I have, you know, I go through the whole thing, you know, helping them and then say, you know, if this sounds good, you know, you want to save a ton of chat. We’re going to just go to like Berkeley.com/call.

Casey Stanton
Oh, interesting. Cool. Okay. So you are doing call to actions but they’re not necessarily As duress and pushing Yeah, exactly. $97 before the timer runs out?

Kevin Brkal
Yeah, I would definitely not do that. Because again, the whole point, especially of just doing engineering, I think it’s really the more you help the person you know this, the better it is.

Casey Stanton
In Can you give me an example of what does help look like for folks hear someone listen to this, like, Oh, what? How do I help them? Hey, I’m afraid of helping too much, because I don’t want to give away the thing that I do for a living.

Kevin Brkal
I think the big thing is like, you never kind of give it away because the truth is, the person you’re selling to doesn’t want to do it. You know, 99.99% of the time, it’s kind of like if somebody like your air conditioning breaks again, I live in Texas were hotter in the summer and AC breaks. Like I could watch a video on how to fix it, but I don’t want to do it. I’m gonna be sitting outside and 100 plus degrees. I have somebody who knows what to do and come right away and do it. But something like a HBC company could do is you know, helping you identify ways to do some maintenance on are things to look out for, you know, certain sounds that are very, very common, just to remind them, Hey, you know, every three months, you need to change your filter. Many people forget some stuff to look at when you’re like changing the filter. If you see anything like this, you probably want to maybe consider, you know, calling an expert, you know, finding stuff like that, where you’re not like giving everything away. But sometimes sometimes what works is giving everything away and they see it’s super complicated. They’re not gonna want to do it and even just willing to hire you like, wow, you gave me all this information for free. The exact strategy, you know, I don’t want to build all these automations here, you know, I want you to do it.

Casey Stanton
Yeah, that makes a ton of sense. And I think of like my experience, moving into new construction and like the furnace and the issues there and not knowing to replace the filter and having issues and then calling the company and they kind of begrudgingly told me to replace the filter because I’m an idiot, and like if they had some kind of facility A content that told that story on their behalf, then I wouldn’t have wasted their time. And when I was ready for something that wasn’t an actual problem, I would have called them because I have trusted them. They’ve helped me before.

Kevin Brkal
Exactly. It’s about like, who you know, like and trust that you end up doing business with?

Casey Stanton
Great point. So what is the minimum you think a company should be spending on Facebook right now?

Kevin Brkal
I mean, I definitely think you know, whatever your marketing budget is, you want to have majority on Facebook. And the reason is, is because really, when you think of Facebook, right, most people think of the Facebook app, or the newsfeed. But Facebook ads are so much more than that. I really like there. They are the mobile web, because they obviously have Facebook, they have Instagram, they got messenger. They also have something called the audience network, which is like anybody out there that has an app or You know, a mobile version of a big like site, like news companies, like your ads can show up on those other properties. Because as long as they’re part of the audience network, and many are because, you know, they, they sell their advertising space to all these different exchanges and they’ll, you know, put a portion through Facebook, really, the power of Facebook is their targeting, you know, Facebook’s definitely gonna come a long way from where they were a few years ago, where you can target by income or you know, whatever. But, like something like in my industry, where we have access to some of that, you know, third party data still, where, you know, you can’t get any more precise with the targeting. I mean, like, we’re able to, like target people that watch certain channels in their homes, certain income levels, like you name it. I mean, it’s creepy. It’s beyond creepy, to be honest, but as a business owner and a marketer, you know, be able to target somebody like that. I mean, it is It allows your campaigns to be so much better and that’s why when I go back to talking about like, doing some brand new your cold audience, because when you’re using really precise data, you know that hey, this is like my ideal person, it’s right income right interest, I want to start kind of get the name out there do some branding before I kind of ask for that direct response type of, you know, you know, get, if you will.

Casey Stanton
And that makes a lot of sense. So, what is the what is like the technical component there of being able to display an ad for some time and then show another ad later? I have a disconnect mentally around that. How are you able to kind of schedule out these branding video ads

Kevin Brkal
Is typically like the the branding video ads is, you have like a few that you show first. And then once somebody consumes a certain amount, like a percentage, you can then add them into an audience with other than see another. If you want to do a video or you want to do a direct response ad you can do that. So it’s really just kind of out I mean, kind of anything like Frank Kern trip goes on, you know, he does. He’s really big and intent based branding. And it’s about, you know, video views where you know, you kind of warm up, I watched first video, watch second video, and then the third and then he kind of goes for the sale. And there’s actually a new method that I’ve been using, that is kind of a twist on that where it’s based off of like the amount of days that they’ve watched it. So the goal is to get people to kind of watch your stuff in that seven day period, and then show them a really specific ad, which is typically that call to action. And they don’t take you up on that, you then bump them into a 28 day view. So basically, it’s like you’re, you’re on like a cycle, like a wheel, if you will, where you’re trying to get people to consume your content and then kind of make that decision in a seven day period. They don’t, who kick them out to some additional videos to just educate them, help them and then the whole point is that once you have the need, that’s another response your direct response.

Casey Stanton
I really like that That sounds like a really intelligent way to do things. So for those folks who know your Facebook ads that might make sense for you, for those who just a little over your head at the end, Kevin’s going to share how you can get in touch with him and how his team can help you. So Kevin, I’m, I want to talk about CRM integrations, how our CRM integrations working right now, like the ability to create custom audiences, what’s that like and kind of paint a picture of a custom audience marketing campaign using Facebook and folks in?

Kevin Brkal
Yeah, so probably the most important thing you can do is use like a CRM. I use one called Active Campaign are similar to like Infusionsoft but a lot less expensive. And at least with Active Campaign, they have custom audience integrations. So I’m able to pull people in, like on the lead side, and I could add them automatically to different custom audiences, based on of where they are in like my sales process. So like, for example, people that I speak to, I can add them to a specific audience on Facebook, once when I send them a proposal, I can add them to a different audience, show them different ads, let’s say then they’ve had the proposal for, you know, 30 days, I can then automatically with Active Campaign, pull them out and put them into a different one. So having that integration is very important in your CRM, because everybody’s gonna be at a different spot in that sales process, and most likely needs a different ad to kind of push them over the edge to you know, buy from you. So obviously, making sure that you have a good CRM that integrates just makes it to say, a flawless marketing experience and granted it. It took me a while to figure it out. But once when I figured it out, I mean, it’s been really beneficial to, you know, my sales process at our age. See it.

Casey Stanton
So this is surprising to me again, like Facebook has a minimum custom audience sizes to be able to display the ad. So they not.

Kevin Brkal
They do. Yeah, it may it varies based on your account right now it’s around 100 people have to be in their space if you’re calculating 1000. So it’s really a volume thing. And then one way you can get around that is if you have an I experienced this with mine where, you know, obviously, I don’t send out a ton of proposals. But with the change, what I had to do is actually have to combine two audiences. So I have like a audience to different custom audiences with Active Campaign where, you know, people that have a proposal in the last 30 days and those that don’t add to kind of combine them together for to deliver.

Casey Stanton
Okay, so for those folks listening, Facebook’s used to we used to be able to like in the golden days of Facebook, say, you know what, I want to run an ad to this one person. I’m going to create a custom audience on Facebook. I’m going to put their email address in there Facebook’s gonna deliver just one ad to them. And people started to abuse that and they were doing like creepy ads or like sending ads out to certain employers are hiring people and saying like, hire me for this reason or some dude famously kind of like creeped on a woman and said, like, hate me. And as a result, Facebook said, You know what, you can’t advertise to just one person anymore. You got to advertise to a group. And that group size has kind of continually grown in size. So you now can’t advertise to a group of 10 email addresses. Kevin, are you saying that 100 right now is that minimum group size?

Kevin Brkal
Hey, I sit in different ad accounts. Tip it’s round 100. Most likely, if you have a newer ad account, you’re probably going to be like 1000. Some have 200 but they definitely increased it quite a bit. You know, they are good reason. Obviously, you don’t want to be able to just target just a few people. I know like the smallest I always have Were able to target somebody I was about 20 It’s kind of crazy, somebody was doing one, but I could definitely see how they could do it by this uploading, you know, some fake profiles and matching them. But yeah, so Facebook went through like this huge transition with privacy and everything. And that’s where like you’re talking about the golden times of Facebook, where you used to be able to really granular like that and plus these to have different audiences. Instead of all this interest, we could target by, you know, income and all that but all that got ripped out. We still have that at, you know, our agency because we have a partnership with one of the data providers, but for the average marketer, you know, you’re not gonna have access to that and it definitely makes a lot more difficult because, you know, Facebook’s interests are great, but they’re not 100% accurate. And perfect example is like, let’s say like you you’re allergic to cats, but like your friend sends you like a funny cat video and you like it because it’s funny, if Facebook’s gonna think you like cats, so somebody’s selling cat products. You know, you’re going to see their ads well, as long as third party data because it’s stuff off of Facebook, like what you buy with your credit card, they’re able to actually get it way more accurate and that’s a lot of stuff we use pretty much. That’s it 90% of the time. Just because you know all the stuff that’s left on Facebook right now the native interest, it’s, it’s tough because it’s not 100% accurate and everybody, for the most part is going after the same interests especially let’s say you’re like a plumber like there’s only so many interest that’s something to go after. So your your your competition is a lot more and what happens with more competition is number one, your ad gets drowned out. But number two, your costs go up because you know Facebook’s a kind of like a stock market. We have buyers and sellers where the buyers are us going in and doing the ads and the sellers are the eyeballs, you know the actual users.

Casey Stanton
Yeah, really great point here. So I’m You know, like my premise, you’re typically in businesses like bootstrap where it makes sense to bootstrap and pull in the experts, would it make sense to pull in the experts. And what you’re saying is that as an agency, you have access to additional data points that are unavailable in Facebook that were previously available, things like data logic, Oracle axiom, those are now pulled out of Facebook. And the reason for that was this whole Cambridge analytic a scandal and Facebook having what they were complicit, I guess, because they provided the data. And now you have to bring your own data to Facebook. So instead of Facebook saying, hey, we’ve got this, if you want it, they’re now saying, hey, if you bring something in, and you say, you can use it legally, then we’re not liable. And in case you use it illegally, or you, you know, weren’t legally allowed to have that data in the first place. Is that right, Kevin? Is that how Facebook’s kind of protecting themselves?

Kevin Brkal
They’re putting it on us, essentially, like the marketer to make sure that, you know, we’re using it In the right manner, I mean, that’s really what it is. They don’t want to get regulated. I mean, I don’t blame them. So they’re just kind of pushing the liability off. So like, we obviously have like a contract with the company, we get billed by the data company. But you know, it gets integrated into our clients, and accounts through a system that that we have.

Casey Stanton
And I think that this is just like a critical point for everyone to understand. Here. We are in an era of data, and you are data. And it is likely that if anyone who understands this big data could look at a couple data points of view, which is where you live, where you went to school, you know, your household income, and the things that you have bought in the last 30 days, they could probably with a certain level of confidence, be able to predict how you vote where you’re going to live the rest of your life, how much money you’ll make the rest of your life, things like that. And you might think, Hey, I’m different and I’m anomalous. But generally speaking, we can with Some statistical significance, understand through data, how people will behave for the future. And even if you attempted to get all of your data deleted, and you move too fast mail and Duck Duck go and got off with a Google products, you still have personally identifiable information that will probably tell a story of who you are till the end of time, you probably won’t change too much in your lifetime, and that data will still be valid, valid, and as a result that accompanies have access to that can then sell that access to agencies like Kevin’s and find you based on your potential interests or your actual interests or your known behaviors. And if you as a business owner are not using big data, you are playing like an old school marketing game that you’re destined to lose. Would you agree with that, Kevin?

Kevin Brkal
Yeah, I mean, 100% I mean, data is the most important thing of all, and like I said, even if you deleted everything, I mean, if you have a smartphone And you have weather apps, anytime an app that’s tracking your location, good chance, they’re selling your location in real time to one of the ad exchanges. Like, I work with one company where it’s more like, you know, physical stores where, you know, we could target people that like go into stores and say, a furniture store, let’s say like, for example, you own a furniture store and, you know, do you want more more people in so you could essentially put like, a geo fence around your competitors locations and start showing them ads. And the way you get that is, you know, all these apps on people’s phones that have locations are selling where you are in real time. And you can then you know, obviously, track it and if you have a credit card, you know, all that data gets sold to again randomized it’s a randomized, it gets sold to these data providers, and then they get bunched in these audiences. And then I can run ads to them and it goes really good and like you said, you know, political like So our data provider like we can target based off of like what political party you know you’re leaning toward your registered not like you individually but like them and audience where like let’s say you want to target all you know, Republicans or Democrats like you can do that with with the data. I mean, it’s just it’s just a tiny living and nothing selling it. Bigger sets why making sure that you’re using these tools to your advantage is definitely something you want to do because if not, your competitors are you know, they’re gonna start using this data. And what happens when you have really good data is that your ad dollar is able to get a return that much quicker because you’re only showing ads to you know, your ideal customers.

Casey Stanton
Yeah, that’s a great point. Being able to deliver the right ad to the right person based on their behavior is. I can’t, I can’t understate This is essential. Gone are the days that you can run a basic app. In the New York Times and expect a great result, what’s better to do is to be able to get your ad displayed to the few people who are likely buyers. You know, it’s whenever I see an ad that says, like, I think my favorite classic ad that bombarded us on TV for years, Kevin, I’m sure you remember, which was, do you or someone you know, have mesothelioma? It’s wonderful ad. Like, it’s terrible if someone has mesothelioma, but the ad is so clear, and it drives a direct question to you. Well, they played it on like primetime TV as a kid growing up, and I’m thinking, what is that word? You know, later, I learned Steve McQueen died from it later I learned like actually what it was. So they wasted their marketing spend on me. They wasted the marketing spend money on you, Kevin. And what we can do now is we can go after people who actually went to a, let’s say, oncology unit at a hospital and ask those people through display ads if they have mesothelioma, we’re only talking to the people who have a high propensity to say yes, you know, and as a result, our ads are gonna get a higher rate of return higher return on adspend you’re gonna get less pissed off people who are sick and tired of seeing ads that don’t matter to them. You agree with that?

Kevin Brkal
Exactly. No. 100%. I’m actually I’ve had a client right now that they do not miss feely omit, but they do, like cancer related stuff where they get it from, you know, from the drug. And it’s like, all online, because, you know, they know who what what age typically, you know, these folks are, you know, that they took certain stuff and it’s just a matter of just finding the right audience. And then you know, obviously showing the ad in front of them expected point where it’s like, it’s a golden time to advertise because, you know, everybody’s glued to their phones and with the data that’s there, you know, you can have your edge show up to like your ideal person, like I mean, just never before. It’s super creepy, but Again, as I mentioned, as a business owner and marketer, there’s nothing like it. And this is only going to get more precise as time goes on unless there ends up being like a GDP PR type of thing passed in the in the US, but I definitely don’t see that happening anytime soon. But it definitely could. So kind of take advantage of what why you can.

Casey Stanton
I can think just kind of over time, Kevin in business, that there’s these opportunities to strike while the iron top and I can think years ago, I met a guy in Italy at a meditation retreat, and he had made a bunch of money through an arbitrage where Google had shut down certain ad types, which were misspellings for travel keywords. And he was advertising through Ask Jeeves powered by Google. And as a result, Google was slow to shut down the Ask Jeeves side of things and he made it Like buku bucks, like thousands of dollars a day, you made a ton of money. That was an opportunity that happened that if you knew what you were doing, you could cash in tremendously. Another time is 2008 housing crisis, right, there was opportunity there were in another clear opportunity, which is, while all this kind of destruction and market correction happens around us, there are still people buying still money being transferred. And if you want to be part of that you need to leverage the best tools that are available. And the number one tool is Facebook ads. And number two is big data. And if you’re working with both of those two things, and you have a clear offer, you can capitalize right now while the cost of target folks is down 60 or 70% in some markets, so if you can’t make a profit on ads right now, you probably should get out of business. Right? You probably should fire your agency to start working with heaven. It’s like it’s the It’s just like, it’s really clear to me that if you can make it work now, then you can spend enough money and time right now and get profits through it to produce a better ad campaign. So when the market corrects, and these discounted ad prices are no longer there, because you have more competitors, by ads, because the economy comes back, you’ll have an ad campaign that’s aged, and you’ll have an intelligence behind it that they don’t have. And as a result, you’ll still be able to win. It’s not like you’re going to win short term, and then it’s over, you’re going to win short term, and that’s going to build you up the authority or the knowledge, the experience to be able to win long term. Do you agree with that?

Kevin Brkal
Absolutely. I mean, like I was talking about the long term follow up that I do with videos, it’s this this stuff definitely pays might not pay right now. But in a few months, you know, it definitely will, you know, be well worth it to do it. But yeah, I mean, I definitely think it’s people obviously look back and realize that the opportunities right now it’s kind like a once in a lifetime type of thing. I mean, I’ve gotten That client I told you there his business kind of blew up overnight. I mean, now he’s their printer that make it more now than they did before. And there’s gonna be stories like that I mean all over the place, but you just have to kind of seize on it you know see the opportunity and just kind of go full throttle.

Casey Stanton
I think that that’s that’s an important thing and I also want to push back on that statement though because the idea of completely pivoting your business to something different.

Kevin Brkal
You don’t want to be saying like if your business collapsed like he did for you that nothing is ever done a couple of million dollars a year and it was something to see woke up, it was this cancel, cancel, cancel, done. He’s all these people in this pivot it but it’s like, you know, there’s opportunities in whatever market you’re in. You just need to kind of find it and kind of just, you know, put push forward through there because all your competitors are people going up against it. They’re having their headedness And when you’re like that, you know, nothing’s gonna happen. And the economy is going to come back. I mean, in Texas, it’s already started to and people are out people want to buy. So, you know, just take advantage of the cheaper cost because it’s going to pay dividends. But it’s not now it’s going to at some point,

And I’m no economist here, but in a sample size of some of the clients that we’re working with at CMOx, we’ve got a number of different physical locations, just about 100. And of those, we’re seeing only 1% of our past customers afraid to come back. So everyone else is eager to come back and kind of reserve life with a level of, you know, normalcy, like they want to come back to the normal life that they’ve had. And this is very different than 2008 housing crisis. So like, while there will be lasting effects, while there will likely still be social distancing, and a number of other issues like people will still be Buying they’re still buying right now and now is the time to get your marketing straight so that you can profit in this economy that is looking for leaders and maybe that’s that’s a way to position this like either you’re leading your industry by innovating and testing and trying new things and leveraging big data and using like the number one advertising platform that has proven to be a success for so many other businesses before or you do like Kevin said and stick your head in the sand and wait till it’s over and wait till all the fishermen are back out on the river and decided that’s the time to go back and fish and you can do that and you can enjoy smaller profit margins and maybe lose your business in the interim while you know the market kind of comes back. Yeah, I could tell you this for like this in my area like went on sale the shutdowns are happening like no pF changs right now and I spoke to one at one of the like the washers there. So obviously they shut down like the inside but they’re one of the first to do you know, call and you just come to you You park in the parking lot, and they come out and bring the food. And you know how it’s going. It’s it’s a, you know, the amount that the restaurant was doing per day was more now than they were before because I want everybody else who was closed. And they’re one of the first to offer, you know, call order, just drive up and they come out to you, then obviously I saw like pretty much all these other Russians are starting to do it like she’s sick factories starting to do it. But, you know, that’s the thing, we can’t have your head and said, You’ve got to kind of innovate and think and I don’t think, you know, restaurants are going to be, you know, a world of hurt for a while. Just because, typically, you know, commercial rent is outrageously expensive. I think there’s gonna be a huge correction in that where, you know, the, the landlord cannot be asking for eight grand a month, you know, to a business owner that’s just doing like 40 k a month of revenue, like that was happening pre COVID. You know, I talked to a restaurant owner about that, and how do you make money in that you don’t. So there’s obviously the big change there, but obviously people like in the restaurant or see they need to, like innovate and think more takeout. I think that’s going to be like the big differences where, you know, we’re not gonna be able to dine in, you know, for a while, I mean, 25% 50% they’re not gonna make money on it. So they’re gonna have to, you know, partner more with some of these, like on demand, like grub hub type of things. It’s just a matter of just finding the opportunities there kind of like pF changs did in whatever kind of business you’re in, because there is opportunities have to kind of find it.

Casey Stanton
Yeah, yeah, that’s a great point. Well, Kevin, where do people find you to follow up with you to have a conversation with you, what’s the best way for them to reach out and who should be reaching out to you?

Kevin Brkal
Any entrepreneur that’s thinking about running Facebook ads or running Facebook ads, you know, reach out, all you’re going to do is go to my full name, so https://kevinbrkal.com/. And you can check out some info that may have some free trainings on there, you could fill out The contact form that’ll go right to me, or it can also, you know, hit me up on LinkedIn. I’m the only one with named Kevin Burkle can be our KL just shoot me a connection request and we can, you know, chat and connect on LinkedIn.

Casey Stanton
Awesome. That sounds great, Kevin. So the big thing that I’m taking away here is that branding is a valid thing to be doing right now. And doing that, especially to folks who are in the sales process, being able to stick them into custom audiences makes a ton of sense. I think that that’s just like a really genius idea to keep your face in front of folks. Because so often in a sales process, someone may say no, or they may not say no, and what they really mean is not right now. And you don’t know that and you don’t know when the right time is for them. So being able to stay in front of them being able to stay relevant and helping them i think is a great way to kind of like lead by example. And then when they’re ready to come back to you, you’ll be right there in front of them. So I think that’s a killer idea. Second big thing I’m taking away is just how cheap it is to run ads right now. Specifically video views. If someone’s not doing that, then they’re just keeping their head in the sand. And the third thing is that there are tricks that agencies can do with Facebook ads that you know, the individual isn’t going to be able to do or if they are, it’s gonna take them a lot of time and cost and it probably makes sense to look to someone who’s done it before for other people that have businesses like theirs, and for that they can reach out to you your name https://kevinbrkal.com/, right.

Kevin Brkal
That is right.

Casey Stanton
Awesome, Kevin. Well, appreciate having you on today, dude. And we will chat soon.

Kevin Brkal
Take care. Absolutely. Thanks.

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