Okay. Here we are. So we are at the end of this minimum viable funnel month.

We’ve worked through the appointment booking funnel, the workshop funnel, and now we’re talking about the retargeting funnel. Now this isn’t going to be a long lesson, because a lot of people are just I they’re just not doing retargeting. So if you don’t I don’t what I want you to take away is not that you have to start retargeting, although it’s a good thing to do. It’s very hard to do if your traffic is low. It just ads can’t run.

It just doesn’t happen. So there has to be a certain amount of traffic already coming to your site. Nonetheless, what we wanna do is make sure that we are installing pixels and all of the things that Meta, LinkedIn, and YouTube need for when the time comes for you to start doing ads including retargeting ads. We really just want these spaces to get to know our traffic, and to start setting up goals in those spaces so that we can better understand who’s coming.

And now if this doesn’t feel like a problem, that’s good. It will be though. It will be once you get more and more traffic coming in. Let’s say there’s a spike, someone talks about you, you do something on blows up, and suddenly everybody is, like, on your site.

You’ll wanna know what’s going on.

So that’s what we’re going to talk about today, but that alone, is mostly the lesson. That doesn’t mean that is the lesson entirely. There’s more in this than that. Hold on.

I have to what’s this doing? Oh, there it is. But I’d really, the takeaway is, are you tracking who’s coming to your site at all? And if you’re not, it’s time to start tracking who’s coming to your site.

So this is what we’re looking at. I’ll make it a little bit bigger for those of you who are on smaller monitors.

Hold on. I just wanna confirm that we are recording for those who are not here live today, it looks like we are perfect.

Okay. So there are really two different parts to this retargeting funnel, and the one on the right is, like, dotted line for a reason. Let’s start with the one on the left. Post workshop retargeting ads.

This is, of course, where you want to make sure that anybody who does attend your workshop, you are continuing to show up in front of them. So this is where we want to drive them to our appointment booking funnel. They saw your workshop. They haven’t done anything yet.

We just need to make sure that they’re seeing us.

Now the two sides of this, this is it’s it’s a little tricky. So I’ll talk to you about these two options.

You can do both of them, by the way. But the one on the left, this post post workshop retargeting ads, this is for social proof stuff, and that’s gonna go on meta. Alright? So a really good practice in retargeting ads is to use social proof.

It says we’re at a most aware sort of stage, and that’s where social proof and other things can come in. Obviously, we’re more bottom of funnel there and social proof goes a long way. So if you are retargeting on meta, this funnel will focus on social proof. So that will mean that you’ll have a social proof image as well as a social proof carousel and or video.

Again, it’s just for retargeting, and it might you might not be putting this whole work this whole funnel together also. Right? As mentioned, this might just be for you and exercise and going in, setting up your trackers on the various sites using Google Tag Manager if that’s new to you. Is anybody using Google Tag Manager right now on their site?

No. So these are the kinds of things that you need to be doing. This is basic this is digital business stuff. Okay?

So we wanna make sure that we’re treating our business as the digital business out of this. Even though we do services, many people here also sell courses, ebooks, and other things like that. So you have an online business. If you’re not using Google Tag Manager, that means you are not tracking people coming to your site.

If you’re installing tags right on your site like in WordPress or in your header or footer, that’s gonna slow things down. So the best practice is to use Google Tag Manager, and that’s what you will do. Now this isn’t a lesson on using Google Tag Manager. We can talk about it in the question part if you would like to, but it’s a really simple ChatGPT solution.

Hey. My coach told me to use Google Tag Manager. I don’t know how to do that. Tell me, and then it will walk you through all of those things.

It’ll do so also to help you set up tracking for LinkedIn to know who your traffic is, for YouTube and, of course, for Meta. Okay? So this lesson is about here’s what you should be doing, then you hire a chat g p t for how to do it. Okay?

Okay. So the the part on the left here is all about social proof. This is likely going to go on Meta, so Facebook, Instagram.

Then on the right, this is an interesting one that’s a little bit tricky, and we use this approach for LinkedIn for ourselves.

I’m not yet a hundred percent convinced by it because LinkedIn is such a pain in the ass when it comes to ads.

But I I wanna share it with you because it’s potentially interesting, especially when you’re trying to have your brand seen everywhere, but you want to avoid costly clicks. So most people here don’t wanna spend fifty thousand dollars a month on ads. I mean, honestly, you really couldn’t either. Like, that’s not how ads work.

Can’t just throw all the money you have at them. There’s more to it than that. So it’s not even that. You don’t have to spend fifty thousand as well.

You can spend twenty dollars a month on this part, and so that can be money well spent. If you’ve, of course, ever been to a random website and then been retargeted, it tends to feel like, they’re a big brand. So you go to any coach you may have come across or training person of any kind you were thinking of taking their course, and then you see their picture all over the place. We know it’s a retargeting ad, but it still gives a sense of, woah.

That person’s really everywhere. Am I just starting to see them now? And that’s all we’re talking about with these LinkedIn text ads. Okay?

So this is LinkedIn retargeting. You’ll set a goal for traffic that has been to your site in the in the last hundred and eighty days.

We can talk about all of those things too, and this is really for brand recognition. You are not trying to get people to click it. You’re not doing anything that makes it clickable. Hold on.

Yeah. Probably.

I just saw Katie’s note about retargeting ads, for copy hackers.

So, yeah, the objective here is make sure they see you. And this is all we’re really going oh, sorry. That’s what this is all about.

These, this is what we’re talk talking about there. So it’s a little ad.

It’s not click. You can click it, but the purpose is not to do that. The purpose is just to help people to see your brand again. So copy hackers for teams.

Copy hackers loves teams. It’s not click here to get a free tutorial. It’s not save ten percent. It’s nothing like that.

It’s purely stuff that’s running in the background, and the more I see it all over the place, the better. Now you can also do this on meta with meta retargeting.

But you want to again, the whole point is to make sure that it’s just for retargeting, generally, and that nobody will click it because you don’t wanna you don’t spend any money on impressions. You spend money on clicks. So we just want to drive impressions to increase the likelihood that people understand that you are a big deal brand. Okay.

So, again, today, you do not need a retargeting funnel, but you do need all of the spaces that you will want to advertise on at some point and also that your clients are likely advertising on that you need to know as a copywriter, like it or not. As you raise your rates, you have to know more about all of the things. You don’t have to be an expert. Not at all.

You don’t have to talk about it like you’re an expert, but you have to know what people are talking about when you’re in the same room as them. So if they’re talking about I was do we have that tag set up on GTM? You you have to know what that is. Right?

So that’s what we’re talking about today.

Great. So you’ll set up goals. That’s another thing as well. Here’s how this will work. And the LinkedIn one is most interesting to me right now because we all know about retargeting ads otherwise. And if you don’t, let me know and we can talk about it.

Meta ads are perfectly fine, but there’s a lot to them. LinkedIn has anybody done LinkedIn advertising here?

LinkedIn advertising is horrible in many ways, except that it’s really, basic. So it when you sign into LinkedIn business manager or campaign manager or whatever, it looks like meta’s used to look a decade ago.

It’s really slow and sluggish and old, and it doesn’t offer a lot of options. Whereas, when you go to YouTube or sorry, not YouTube. When you go to Meta and put an ad campaign together, you have to have things that are populating in different image sizes, different videos for different spaces. You have to choose different goals.

This is really not the case with LinkedIn. You choose text as your ad, and then they, like, take you to a space where you put up a little image and you write three words, and it’s really, really basic. So it’s really easy for you to get started getting your, like, business out there, figuring out how to do ads for your business. And because we’re not trying to get people to click, it’s really just a good exercise in setting stuff up.

Okay. So you’re gonna need a partner ID. You’ll see that when you go into LinkedIn campaign manager.

You’ll need Google tag manager. Again, that’s for your website. You’ll go to LinkedIn campaign manager where you will find your partner ID, and then you’re gonna publish that partner ID in Google Tag Manager. This is the technical side of it, obviously.

Then this is a really simple way of looking at what will feel like an hour’s worth of work to start tracking this. But, again, once you’re tracking it, when the time comes for you to be like, who’s coming to my site, and what are they doing, where did they come from, this will go a long, long way. So you’ll install this Chrome extension. I don’t know why LinkedIn doesn’t have this itself, why you can’t just, like, click a button to make sure that the tag is firing, but you can’t.

So you’ll install this Chrome extension, then you’ll go to your website. You’ll click that extension in your Chrome browser. I might even have it up here.

Now insight tag manager. Tag this one to check, whatever. And then you it’ll visit then you’ll visit your website, and then you’ll just make sure that your partner ID is tracking. That’s really it. If you already have an account if you’re already with LinkedIn for using their campaign manager, then you can skip right ahead to GTM. If you’re already doing that, then all you really need to do is go to campaign manager, pop it into your Google tag manager, publish that tag, then check it on your on your website.

That’s it. And then from there, you can start experimenting with these sorts of text, not click. You they can click, but that is not the point as mentioned. Okay?

This is what the basic retargeting funnel in a day looks like. Now you’ve already done some of the writing. Right? The script, the video, that’s selling them on watching the workshop and the video selling them on booking an appointment, which is for this funnel, which, again, maybe you’ll set up, maybe you won’t. Just make sure the tracking’s in place. That’s all I ask.

And then you’ll write the ads, which you can work with ChatGPT on that. If you’re like, I don’t write ads, that’s okay.

You don’t have to. You are a copywriter, so you can prompt it to do the right thing, and just work with ChatGPT on that.

So that’s really that’s it. If you haven’t already, you set up a meta business page and an ad account. Now it might feel old. I know for me, I’m like, why can’t I just shut down my stupid Facebook page for copy hackers since I don’t go on there and I, like, cannot stand Facebook.

But you need it in order to run ads. So you set up your meta business page. Make sure you have, obviously, something on Instagram as well if you want to be, advertising on Instagram.

Install that meta tracking pixel in Google Tag Manager. I have here on your site as an option, but I really recommend against Google Tag Manager is, like, free.

And most of us are living in the Google world for the suite that we’re using, so just add GTM to the mix. There’ll be goals you’ll need to set up. Again, you can just tell chat g p t, hey. My coach said that I need to set up these traffic buckets with goals for these days.

What does she mean and how do I do that? And you’ll get a step by step process on doing that. Make sure you’re always collecting testimonials. If you have these, that’s good for that social proof retargeting ad.

Just go in there and put them together, and all of these steps as you know. Right? So recording videos, producing videos, completing ads in meta, and then publishing, and this is only if you do the meta ad funnel. Alright?

Now that’s going to sound like, Joe, what am I doing here? Your objective is to make sure that these different social platforms are tracking traffic to your site so that you can, if and when you want to, which could be right now, set up a retargeting funnel that may or may not get clicked. Alright.

That is all.

Any questions about that?

Abby first, and then I see oh, hold on. Abby put up her hand, then Katie, and then Caitlin.

K. Abby first? Yeah. So this is kind of one that all three funnels together. I’ve got them, but I don’t wanna do it myself. Like, do you can do you think I could hire, like, a kind of one of those, like, unicorn VAs for, like, a VIP week, give them the training, and have them do it for me?

Is that it? Is that the right person or would I need someone else? Because I just I I just don’t think I’m gonna do it realistically.

Yeah. If you don’t think that, then sure. But I I haven’t found someone who I can hand that off to without hiring them full time, walking them through training, making sure of. But I’m, I mean, I’m a little different in my business.

I’ve always liked being really hands on with things. So until I’m gonna hire someone full time for a thing or an agency or, like, a dedicated freelancer to do the job, I’m more likely to just do it. Now, also, because your clients have funnels, it’s a skill set that you may wanna bring in house, though. So I wouldn’t who’s this unicorn VA?

I don’t know. Oh, I don’t know. I was just had one.

I was just thinking, hypothetically, like, who would be the good person to hire. I mean, I have a full time techy person who’s gonna be coming in, so maybe I should just wait two weeks and have them do it. I just this is the kind of stuff that, like, I could do it, but it would, like, drain my energy for days.

Like, I just I just hate it.

Yeah.

My honest answer is that’s the job. We do things we hate all the time. And it’s going to get your skill level up to a place where you now know how to do this.

That’s gonna be better for you to train somebody on it too. So it’s like hiring somebody to speak to translate all of your stuff into French and you don’t speak French. Or you’re like, I’m hoping you’re doing it right. Is this right?

What you is this French? Is this even French? I don’t know. So that’s kind of the same thing.

Right? Like, just it’s better if you know the work that you’re hiring somebody to do. And that’s like Fine. I’ll do it myself.

It’s the shitty work that we get ultimately paid a lot for in the end. And I know it can feel like, well, is this thousand dollar an hour work?

Yeah. It actually is thousand dollar an hour work because there’s scripting of videos in there, and those can make or break the success of a funnel. I don’t know any technical person who can script a stellar video for these funnels.

Yeah. I do that part. I do that part. But, no, I’ll set it up. I’ll set it up, and I’ll learn. I’ll I’ll write it up.

I’d recommend you set it up. Thanks, Jo. And then train somebody how to do it.

Okay. Cool. Thanks, Abby. Katie.

Okay. For this specifically, I’m wondering, is there what if I have, like, really basic analytics knowledge is lacking, Where should I start in copy school if I want to just go into this with a bit more awareness?

What so when you think about doing this, what is the first thing that comes to mind is like, oh, no. I can’t because?

I have tried to set up Google Analytics probably once a year for the last eight years and then just gotten really overwhelmed. And I, like, I I put the code in, but that’s it.

Hey. That’s a really good start. And, again, GTM isn’t Google Analytics. It’s not GA. So yes.

So what it with Google Tag Manager, it’s not about going into Google Analytics to see who’s coming to your site. That’s GA will do that. It’s when the time comes for you to advertise on these other spaces, you will have to choose an audience. And the audience selection isn’t like it used to be.

You can’t just say, I want creative directors from Oklahoma.

Meta is like, go fuck yourself. That’s not how we do it anymore.

So you can’t, but you can say, here’s the traffic that’s come to my site. I want look alikes for this traffic, but it has to know that. And so if you start collecting that now, then you’ll have it when the time comes. So that’s all it’s about, and that’s about Meta having it, not about Google Analytics having it.

So separate the two. Okay? Okay. Cool.

I also struggle with Like, if I’ve but I’m, like, thinking back to having done ten x Facebook ads, that’s not really gonna help me here.

Sure. Yeah. It’ll help you.

It’s with the completion with the conversion goal type.

That Yep. Yep. Okay. I mean, a conversion goal is so what you’re setting up so you’ll have conversion goals for your ad itself.

You’ll have that you set up, and maybe I’ll do a separate training on this just to really quickly walk you through. Like, I’ll do, like, a loom. You’ll wanna set up, different goals that are not related to your ad inside these platforms. And that’s where you’re saying traffic in the last fourteen days, traffic in the last thirty days, traffic in the last hundred and eighty days, and that’s usually about as far as it goes.

That’s the that’s the different goal. So it’s not a conversion goal with your ad. It’s a bucket, basically, of people who’ve been to your site, and you’ll set it up for general traffic. You’ll set it up for key pages, like your appointment confirmation page or your workshop page.

When you have traffic for those that are being tracked in the advertiser’s spaces, then you can do better retargeting. Does that make sense? Then you can just do targeting. Yeah.

Yeah. Okay. Cool.

Thank you.

I’ll show you how to set up those goals and what I mean by them so that you can tell the difference between a meta goal and traffic on your site goals.

Okay. And then if I give a quick follow-up on the LinkedIn retargeting.

Yeah.

I have a client whose audience is pretty much exclusively on LinkedIn for their social media.

She’s launching an evergreen group program.

The like, would you say that’s a good fit just for a same thing about brand awareness, just giving that impression that she’s everywhere?

Yeah. Totally.

And I mean, it would be be driving to the program.

It would just be, like, about her. She’s great.

Totally. You’ll have to put a landing page in in LinkedIn. So you’ll put that as the landing page for those who do click. But when you’re writing it, and this is this is actually the hard part for me, is writing it to not get clicked. It’s hard to break that in your head like, woah.

But it’s not. It’ll be her picture. It’ll be a brand, and it’ll be, like, maybe her value proposition, and that’s it. And you’ll have to make sure you walk her through that because she’ll be like, no one’s clicking. And you’re like, well, that’s the point. You’re not spending any money on these impressions, but you’re getting impressions because we can see LinkedIn is serving it up.

Okay. Perfect. Thank you. Cool. Sure. Caitlin.

So pretty much what you were just talking about, what is my question? I I’m just to clarify. So because the LinkedIn retargeting ads are for brand recognition is making them not clickable, that’s almost like your hack or strategy to get more impressions, but keep that ad spend super low. That’s the whole okay.

Okay. Cool. That’s cool. Alright. Nice. Nice. Alright. Also, Liezl’s new photo is fire.

I know.

You look like a model. I love it.

Totally.

Thank you. It’s GPT.

Really?

Yeah. It’s the one you posted in the group, Jo.

The one that I also used it.

I hated it. It looks great, though.

Thanks. I mean, I hated, like, ninety percent of them, but I got, like, the thirty five pack.

So Yeah.

That’s fair.

Cool. Okay. Everybody should give it a shot then, and it’s actually fun, but I did hate all of them.