2X eCommerce Podcast

Scarlett 18i8 USB-5: Hello everybody
today, we're diving into our

archives to bring you one of this
season's most popular episodes.

It's episode 16, season nine,
titled Facebook advertising in

2024 using artificial intelligence.

It features the incredible
Depesh Mandalia.

It was originally published on
the 23rd of January, 2024 and

has had over 5,000 downloads.

It continues to resonate with you.

And I'd like you.

to enjoy this episode.

If you haven't listened to it already,
we'll be back next week with a

fresh interview cheers, everyone.

Depesh Mandalia: Is it easier to put
a price against saving your dog's

life or against something which
has a battery life of 12 months?

And that's the difference
between emotion and functional.

You spend an hour learning about ads.

You're not going to launch anything.

You're watching video a video,
B video, C making notes.

You're an hour in and you're
still trying to figure things out.

With AI, you could launch within an hour.

Actually with the agency game, it's
a kind of, it ends up being a lose

situation because the better you do
for clients, the more you scale them

up, the more you end up charging.

And also the more likelihood
that they're going to say, Hey,

we'll bring all the ads in house.

So on this episode, you're going to
learn about copywriting frameworks,

as well as Everything you need to
know from an AI perspective with

social advertising, media buying.

It's a great episode.

You shouldn't miss right now.

This is the 2x e commerce
podcast hosted by Kunle Campbell.

Hello, welcome to the
2x e commerce podcast.

I'm super excited about this episode.

an interview I had with Depesh Mandalia.

Now, if you've been following this
podcast, you'd know that he's been

on this show about three times.

First was in 2015.

The early days of this podcast, I
started this podcast in November of 2014.

And about Eight months after I interviewed
Ashi Shabari, who was the CEO founder

of a company called Lost My Name.

They're a storybook company
that personalize stories for

children to read essentially.

And Depesh then was his
chief marketing officer.

Or digital markets in need at
the time, and they had done 15

million in sales, and they sold
600, 000 copies in just two years.

It was a fine blend of product and
market, and Deepesh handled the

market bit, and Ashi, who's the
founder, handled the product bit.

So that was quite an interesting
conversation, you could search for it.

If you want to, it was published
on the 6th of August, 2015.

That's the first time Deepesh was here.

The second time he was here
was on, was as an entrepreneur,

he had he'd launched a, a, a.

two things.

It launched a, an agency and a community.

And it was he came here to speak
about brand driven performance

marketing, which is a methodology
device, a framework he devised.

That was very interesting.

It was received very well by you guys.

It was one of the top
at the time episodes.

It was in 2020, July of 2020.

And it was one of the top episodes
for 2020, given the fact that it was

published in in, in July, it was.

It was a very interesting one.

You could still go for it.

There are loads of, there
are just loads of anecdotes.

He talks about his story, The
Lost My Name, marketing through

storytelling, nurturing and
creative, nurturing creativity.

And then this brand driven or brand
driven performance marketing methodology.

That was the second time.

The third time I invited him in 2018
to speak around just Quarter for

what should be doing the Facebook
advertising and he he happily obliged.

Now this episode you're about to listen
to is is he's in a somewhat different

place, I would say at this point in time.

So he's no longer an agency holder.

I'm not going to reveal too much.

And he's launched a community
it's called ad signals.

And he's also launched a very
interesting AI driven bots that

creates, or a GPT essentially that
creates copy for advertising, it

helps you create and formulate copy.

It's like a prompt builder essentially.

And then it has like copywriting styles.

So if you want it to sound say Frank
Kern or, Or David Ogilvie, it has

those prompts to allow users sound like
certain people or certain, marketing

voices which is quite interesting.

So we, we discuss AI.

Predominantly we discussed like
the fundamentals of marketing.

I really liked the fundamental bits or
bits of marketing and PSU got me to think

about my, my the ad accounts we were
running, which was quite interesting.

But if you want to get.

with AI on 4.

4, and you essentially
buy social advertising.

You, you just must listen to Deepesh.

He is a very trusted voice in the space.

And the only thing he does
is Facebook advertising.

He does nothing else apart
from Facebook advertising.

At the very end of this podcast,
there's going to be an offer.

He's going to make an
offer to, to add signals.

Just stay to the very end.

Listen to the very end to, to understand
what that special offer is to yourselves.

For now, enjoy the conversation, listen
to the end, and then, you get the offer.

Cheers guys.

Hey Deepesh, welcome to
the 2x e commerce podcast.

You need no introduction.

You've been on the podcast before, but
for people who don't know about you,

you're the CEO and S, At SM commerce
and founder of the BPM method, which

is brand performance markets in a brand
performance markets and exactly method.

I can't forget that, which is key to
driving, a lot of performance from your

ads, your marketer entrepreneur 15 years.

You're a former Londoner,
a Calgarian or a Canadian.

You're currently managing an agency,
coaching clients, communities to

building great results through Facebook
advertising, through your BPM framework,

and you're essentially created.

Over 100 Facebook advertising.

A lot of people, when you speak about
like Facebook advertising and experts on

there you're top, you're on the top list.

Depesh you're a big dog.

You're a goat.

Let's without further ado,
I'd like to welcome you to,

to the 2x e commerce podcast.

Yeah.

Pleasure to be back.

It's been, I think more, maybe
five, six years since we've Yeah.

The digital world has changed so much.

So I'm looking forward to sharing
where we're at right now as well.

Fantastic.

Fantastic.

So what, what has changed?

So let's play catch up.

How are you, what has changed generally?

And then we'll jump right into social
media and Facebook advertising.

Yeah, for sure.

So I actually went into
the agency space in 2017.

So I launched my own agency and went
down the typical route of, Hey, we

serve ads for clients and, we're
going to run your Facebook et cetera.

Did that okay for a few years, but then
we realized that actually with the agency

game, it's a kind of, it ends up being
a lose situation because the better

you do for clients, the more you scale
them up, the more you end up charging.

And also the more likelihood
that they're going to say, Hey,

we'll bring all the ads in house.

So we had clients with us for
six months, 12 months falling

off the conveyor belt and saying,
Hey, we'll just take it in house.

Some clients who didn't work
out for, and they've gone

within one or two, three months.

So we then looked at that and said.

How do we create better lifetime
value and work with clients longer?

And actually within that, I started to
look at training courses, consulting,

coaching, and things like that.

So I guess the long and short over the
time that we last spoke is I focus a

lot more on the coaching and community
and masterminds and things like that.

Because there, I believe is a
need for different parts of the

market in terms of business owners.

So talking about e commerce,
for example, there are three

stages that people go through.

Number one is I want to
launch, I've got an idea.

I've got a store, found some products.

I just need to get started.

The other one is I've got started
and now I've hit a roadblock.

My ads are now too expensive.

I can't make this profitable.

Things like that.

Common problems.

Then the third stage is
things are going really well.

We need to scale.

So my agency would focus on the
third part, but the other two parts

were, I think being underserved.

So one of the challenges is if you're
starting off with an offer and you've

never run ads before, one of the
mistakes is to go to a freelancer or an

agency and say, Hey, go and run this.

Cause most of them are not
very good at offer development.

Most of them are not very
good at looking at funnels and

avatars and things like that.

Which is a core part of what I teach and
what I practice, which is the BPM method.

Brand driven is all about the
avatar, the customer and their

mindset and things like that.

Performance marketing is the typical
acronym CPA, CPM, CPC, ROAS, and

all those kinds of fancy keywords
that we like to throw around.

So I've merged both, but I feel
like the new business owners quite

daunted by all the possibilities.

You, Even when you just log into
Facebook ads manager for the very first

time, there's just so much going on.

And I wanted to try and simplify
that as much as possible.

So two years ago, I launched a paid
ads mastermind so people can come in,

take the training, go look at all my
material and get access to experts,

weekly calls and things like that.

Fast forward into today.

My goal is how can we
Integrate AI to speed that up.

So if you imagine in an hour's time,
let's say you've never run ads before,

you spend an hour learning about ads.

You're not going to launch anything.

You're watching video A, video
B, video C, making notes.

You're an hour in and you're
still trying to figure things out.

With AI, you could launch within an hour.

If you just ask the right questions
and AI will lead you through that.

And I think that's the massive
possibility that now we can enable

so many more people to get success
from whichever platform, whether

it's Facebook ads or something else.

You made some really valid points on that.

You can launch right away with AI.

Okay.

So in, in my opinion, they're like
two aspects of all of this, there,

there is the words copy which
also links to like the persona

development and all of that stuff.

And then there's also the ad creative
right now there's lots of UGC ads out

there working really well, converting
well, you need to script those ads.

Which you could use generative AI to
do, and you need to get someone to

actually Make those ads, those video
ads, and then copy is become so simple.

So what is from a top level?

I know people pay for this information,
but what are the key steps?

How would you, I just launched
a brand or I have a brand that's

working really well from a Google
AdWords standpoint, and I want to

start to get performance from Meta.

If I join the BPM, method group, how
would you educate me to take the necessary

steps so that if not in a couple of hours
and in, in a few days, I would have to,

add, I'll start testing and start to
see results and start moving forward.

Absolutely.

So we start off with something
called the five W avatar.

So it's a buyer persona.

Someone sent me a website yesterday and
said, Hey, could you critique this and

let me know what you think of the website.

And before even looking at the
website, I said, who are you targeting?

Who's this for?

What, who's the prospect?

What's their mindset and things like that.

Even when I, with 15 years in this
game or whatever it is, look at a

website or a funnel or an offer.

I still need the context.

Who is it for?

What stage are they at?

So for example, when I'm creating an
offer, I'm looking at, am I creating an

offer that's a painkiller or a vitamin?

A painkiller is solving
something short term.

So if you've got a headache,
you take a painkiller.

Vitamin is to enhance something
and improve something.

So if the offer is about, we're
going to make this better than

the whole messaging shifts.

And that kind of pain versus
opportunity allows you to understand

how to pitch your products.

So like one of the top mistakes people
make with Facebook ads is they'll

just launch an ad and they'll just
get some creative and some copy.

And then the key thing is, let's
just get people into our landing

page and our landing page will
do the job without thinking about

what stage that prospects at.

So when I'm building my avatar,
There's five things I look at.

Number one is who am I targeting?

Like really high level, let's say
we're taking gifting for moms.

So women 25 to 40 with kids, whatever
it is that are interested in whatever.

Then I'm looking at What I'm presenting
now, the what is the transformation.

So take, for example, I think we first
connected after I had some success

with lost my name now wonderably, which
sells personalized children's books.

The transformation we were offering
was being able to gift something

with a lifetime of memories that was
completely personalized to that child.

And that was the core reason why we
scaled that from 800 K to 26 million.

Cause there was something stronger than,
Hey, it's just a personalized book.

And we went deeper into that.

Then the third stage is what are
the emotional hooks that are going

to get you into this product?

And one of the things about this is
over the last 10 years, I've studied

a lot of behavioral psychology,
just out of interest, and then I

started connecting to the marketing.

And when you hook someone emotionally,
You break down the barriers, like

everyone has a buying resistance, even
though they're all willing to buy.

So if you go into a car showroom, you
know the guy's gonna sell you, or the

woman is gonna sell you something, and
try and twist you and stuff like that.

But they don't say, what car do
you like and stuff like that.

They want to understand, what do
you want to feel about the car?

Do you like driving fast?

You like being safe?

You've got kids.

They're going into the emotional
because you can't defend against that.

I'll give you an example about 2016, 2017.

There was a really popular product
that was being sold by affiliates.

It was an led dog collar.

So you could get this from Aliexpress
and people were buying it for

a dollar, 2 selling it for 20.

But they were just talking
about the functional benefits.

So it's bright.

It's led.

It lasts a long time.

It has a battery.

And then some people start to talk
about the emotional side, which was

this could save your dog's life.

Now tell me, is it easier to put
a price against saving your dog's

life or against something which
has a battery life of 12 months?

And that's the difference
between emotion and functional.

So when we build our avatars, we're
looking at the emotional, then we add

the functional benefits like returns and
all guarantees, all that kind of stuff.

Then the fifth part of avatar
building is what are the objections?

What are the rebuttals?

So if we have any kind of product
resenting, what's the reasons

why someone wouldn't buy it?

And you have to list these things
out because your customers going

through those same thought processes.

So even if they're thinking this
led dog collar, for example,

could save my dog's life.

What are they, what are their,
what's their front part of their

brain stopping them to do, like
to go ahead and buy the product?

So we then go through
can I trust this brand?

Is there a refund?

How long will it take?

Will it actually, there are
all the questions are going

through, so we have to list them.

When you get all of that put
together, then you have the

basis for an ad campaign.

And then you can start to communicate
to your prospect in the language

that they're going to use and start
to tap into feelings and quite

often I get some comments saying,
yeah, but not every product or every

service has a feeling attached.

I 100 percent guarantee it has like I've
been doing this for a very long time.

Everything and anything you're
promoting can be put into.

Something which pulls an emotion.

And when you can find an ad that
does that, first of all, the

creative process becomes easier
because now you have a theme.

So if you're talking about an
ad, which is, this led dog collar

could save your dog's life.

Would you have an ad with the actual
product or would you have an ad

with the owner and the dog looking
happy and all that kind of stuff?

To project to them.

This is the thing that you want.

And this is the thing you want to keep.

No one cares about the LED dog collar.

They care about the dog.

And that's the thing, the
mistake that people make.

So when we were selling children's books,
we weren't just presenting the book.

Hey, it's personalized.

We were showing the book with
a mom or a dad or an aunt or

an uncle or a grandparent.

Grandparents absolutely blew up for us.

Because we showed grandparents with the
grandchild reading this personalized book.

That's what people want.

That's what people are paying 20
pounds or 30 for that experience.

They weren't buying a book.

They were buying an experience.

So like that alone, if you just nail that.

You're going to get your ads
working a hundred times better.

Now I'm grateful to have you again,
just refreshing with that refresher.

And I think everything has an
emotional price or cost, you really

need to dig into what emotions are we
selling with the book example, lost

my name, you're selling happiness.

Happy parents, a very fulfilled, child
who sees their name over and over again.

Scarlett 18i8 USB: And today we're
diving into our archives to bring

you one of the most popular episodes.

It was season nine to this
very season, episode 16.

Facebook advertising in 2024 using AI
featuring the incredible deep Pashman.

Dalia.

This was originally published
in January 23rd, 2024.

This episode is gut.

This episode has garnered over
5,000 downloads and continues

to resonates with our audience.

And this episode, Deepak, a seasoned
experts in Facebook, advertising

shares invaluable insights on
leveraging AI for advertising in 2024.

He discusses the latest
trends, strategies, and tools

that can help you stay ahead.

In every.

Tools that can help you stay ahead
in the ever evolving landscape

of social media advertising.

Deepak has been a guest on this show
multiple times on his expertise.

Unprosecuted advice always leaves
a lasting impact and impression.

From copywriting frameworks to AI
driven media buying this episode

is packed with actionable tips
that you just don't want to miss.

Whether you're a seasoned marketer
or just starting out to an end to

learn how to optimize your Facebook
advertising efforts using AI.

And don't forget to listen till the
end for a special offer from Deepak.

Enjoy this episode on we'll be back
next week with a fresh new interview.

Cheers guys.

Just going through your five W avatar
your five W steps or five W steps.

What I grabbed from there
is who are we targeting?

What stage are they at?

What are the emotional
hooks to get the product?

Then I think you mentioned And
what are the functional benefits?

Functional benefits.

And then what are the objections?

Yeah.

Okay.

Okay.

So in the what stage are they at?

Could you just iterate on that?

I didn't really capture that.

Yeah.

I subscribe to Eugene Schultz's
five stages of awareness.

So what that does is it
looks at a buyer market.

And says, where are the people
that you're prospecting?

So I'll give you an example.

A lot of the non brand searches on
Google are further down the funnel.

A lot of them that people are bidding
for, because that's where the money is.

So give you a simple example.

If someone's doing a search for an LCD
television on Google, they're higher up

their search path because they haven't
yet defined the size or all the brand

or the features now compare that to
someone who's searching for an LCD TV

LCD smart TV, 42 inch Sony, they're
further down the consideration process.

So that second keyword has
a higher conversion rate.

So most people start bidding there.

The first keyword doesn't
have a great conversion rate.

But if you can capture someone
higher up, it's cheaper and you

can get them converted later on.

So for example, if I was to run an
ad for something as broad as LCD TV,

I might have a landing page, which
has a guide on choosing your LCD TV.

I'm not selling them anything yet.

I'm just giving them value.

And the same thing happens
with Facebook as well.

Although you don't necessarily have
the same bidding opportunity to know

exactly what they're looking for.

In your messaging you can pull
people out based on where they are.

So for example, if i'm going for some So
one of the things I look at is there's

a stage called problem aware and there's
a stage called solution aware Problem

aware says i've got this neck pain
solution Aware says i'm looking for the

neck hammock to help with my neck pain
So you can call those prospects out

just based on your ad so one ad could
say You Hey, if you're suffering from

chronic neck pain, these are probably
the reasons why this is what you can do.

Click here to find out how
you can find a remedy for it.

Whereas if someone's
problem or solution aware.

Hey, if you're looking for a neck
hammock that is, verified by Dr.

Oz or whatever it is.

So the way you message that plays
a big part into the type of people

you bring in, then right at the
bottom of the funnel is most aware.

So people that are now just ready
to buy, then, that's pure direct

response, but that's a smaller part
of the market and it's more expensive.

So when people.

Struggle with Facebook ads.

And they're like, the CPM, the cost
per thousand impressions is too high,

or my conversion rate, I'm struggling,
whatever it is, often people are going

for the most aware market because
that's the easier pickings, but the

competition is at the maximum at that
level, because everyone's going for that.

So when I build ad campaigns,
I start off with my avatar.

Then I start to think about
if someone's problem aware,

what language are they using?

What are they thinking?

If someone's solution aware.

What language are they
thinking, et cetera.

So a problem aware would be my dog was
out at night and it ran off and I couldn't

see it cause it was dark and whatever.

Then there's also a problem
unaware market, which is

the broadest market of all.

If for example, I say ran an ad
and it went to an advertorial and

advertorial was just like a blog page.

And it said 70, I'm just making
this up, but you do your own

research, 72 percent of dogs killed
in the UK and, the last two years.

It was due to the dog running off
in the dark and being hit by a car.

Let's just say that was
a stat that we found.

I'm now creating a problem that you're
going to be aware of by saying, Hey, if

your dog runs off in the dark, it could
either get lost or get hit by a car.

So now I'm creating a
problem in your mind.

You're not ready to buy.

I'm not ready to sell, but
I might just send you to an

advertorial, which shares a story.

This is David and this
is what happened to him.

This is Jane.

And this is what happened to her.

Oh, by the way.

You could alleviate this with
this led dog collar and here's

all the features and benefits.

So you can create sales quite quickly.

It's just about how
you're hooking them in.

What's the first conversation
you're having with them.

Now, if you're problem unaware
and you see an ad that says, Hey,

this led dog collar is great.

50 percent off limited time
offer doesn't mean anything.

You've just lost the conversation.

So I think that's the way I try and
approach it is think about where

the market is, what they're thinking
and how you can build that bridge

between the ad and your landing page.

I love that.

I love that.

Thanks for breaking
down, this, the stages.

So when you have this thorough
understanding of the 5W avatar and you

understand particularly those stages
of awareness what do you do next as to

really go to market on, on, on meta?

Absolutely.

So the next step for me is going
through those emotional angles or hooks.

Usually I've got three to five listed out.

And then creating a campaign for one hook.

So if one hook is it's You know,
for example, let's say christmas

is coming up and you want a unique
gifting idea for a lifetime of memories

Which was the personalized book.

So now i'm taking that hook and
turning that into an ad the various

The simplest ad format is ada
Attraction interest desire and action.

I would take that into a spreadsheet
create those four rows You A I

D I a for the attraction parts,
I would write a unique hook.

Let's say three ad variants.

So hook one hook to hook three, then for
the interest desire and action phase,

I would copy across all three ads.

Now, the reason for that is if
someone sees your ad in the newsfeed

and they don't click that, read
more to expand the text and the

rest of the text is irrelevant.

So that's why I placed so much
emphasis on testing that first part.

And then what I do to start
is I don't go wild on creative

and videos and stuff like that.

I just find something simple.

That will get people to hit that read more
button because that's the only thing that

matters at that stage If they don't read
more, they're not gonna read the whole

block of copy So then I just all I want to
do at that stage is validate my message.

Does it resonate with the audience?

So I then I start to pick out an
audience right now and it maybe

wasn't less the case back in 2015
2016 most of my ads I run broad.

I don't do interest targeting.

I don't do look alike targeting
I just set demographic and age

and demographic and that's it.

So Female 25 to 50 and then i'll
start running ads to it If I

have lookalikes, I will test it.

I might test interest, but the
algorithm right now is very

good If your messaging is good.

So for me, that's why I placed the
emphasis on what stage is the prospect,

what kind of message do they need?

And when you go for broad audiences, you
worry less about all the configurations

of audiences and focus more on the
creative and the messaging as well.

So would you go with from a creative
standpoint, would you go with a

static image that just pairs up
with, yeah, because it's faster.

That's the thing.

Like you have to, I've seen people
that will plan campaigns for weeks

and weeks, and then launch, they've
got 10, 15 different versions.

I want to go through fast iterative
testing because everything

is theory until you run ads.

I've been doing this for 15 years and even
now, if I jump into something too early

and I haven't been through my process,
there's a high chance it will fail.

Just because Facebook ads doesn't
mean that you're going to crush

it for every single launch you do.

Follow the process.

It works.

Who are you targeting?

What are the hooks?

What are the emotions?

And then get testing fast.

And test with small budgets, start
to build up that knowledge of, all

right, this works, that doesn't work.

And then you can iterate, right?

Okay, we've got this angle that's working.

Let's now try different sets of images.

Let's try a video.

Let's try maybe carousel versus, whatever
format you want to play with on Facebook.

Then you can get to that stage.

But there's processes
you have to go through.

From an attraction and an
awareness standpoint in.

And today, like in 2024, when people
will be listening to this podcast,

where are people gravitating towards?

Is it written copy or is it the visuals?

You talked about the read more.

When you say read more, is it the
call to action, read more button or

the read more in terms of expanding
that text to really read the story?

Yeah.

And to be honest, it differs between
Instagram is a more visual format.

Videos generally work better on Instagram.

But I would say for Facebook just
because most of our traffic is on

Facebook, that the text is so important.

So the first few lines of your
main ad copy, the headline at the

bottom and the image are the three
things that are the biggest focus.

In fact, I ran a survey some years ago.

And it was asking people when they
actually click the ad, which part of

the ad was the reason why you actually
interacted and ended up clicking.

So most people in that survey
said the image is what got

them to stop and take notice.

It sounds obvious, but the first
line of copy was the second

most important thing for him.

So it wasn't the headline below the image.

It was actually the
first few lines of copy.

If that was good enough, then
that got them to take interest.

So the, so I, Facebook call
it thumb stopping creative.

That's the thing you need to think about.

If someone's scrolling, what's
going to take their notice?

Now, the creative has to link to your ad.

It can't just be some wild,
random creative that's just

there to generate a view.

But it has to be relevant.

So for example, I've run meme ads.

One of the promotions I ran
some years ago was ad set

budgets versus campaign budgets.

And I had a product, which we were
promoting for campaign budgets.

And the image had someone who
was sweating, looking to press

a button, ABO or CBO, and just
didn't know which one to press.

That got people to take notice.

And the people that were interested
in my products, We'll take notice.

People that wouldn't.

And that's fine with me.

So then you focus on that copy and
get them to click that read more.

Then you can convert them
into a click as well.

So Facebook essentially is helping
you at scale distribute a sales

copy or sales letter more or less.

And you're essentially filtering
out those people who would interact.

So how do you pre, so
what'd you do with the data?

What's, what are you looking for?

And the data Facebook provides
you in regards to the segment

of audience are really engaging.

What are you really looking at?

So one of the, one of the core metrics
to look at is when you look at click

through rate, you can look at CTR or
click through rate or, which means

it takes into account all the clicks.

And then you can compare that
to the actual button CTR.

And the analogy is similar to how you
look at an email open rate and you

look at an email click through rate.

So it's the same thing, like what
you're looking at with the ad is how

many people actually interacted with
the ad overall, which is good because

they opened the email effectively.

And how many actually clicked
on the call to action?

Cause that's what you care about.

But that ratio will give you an idea
of even if your ad was good and it

got them to take notice and they
click the read more, how many actually

didn't click the call to action?

Cause there's something missing on the ad.

Maybe it's a targeting was wrong.

Maybe the copy was wrong.

That's a really interesting metric to
look at whether your ad was effective.

Essentially everyone wants to click.

And if you don't get the click there's
maybe something missing the ad so

that gives you a good clue as well
the other thing to look at is when

you get that click into your website
You can fire a view content pixel.

So VC for short, you can compare
that to your outbound click.

And that ratio tells you how
many people actually landed on

the page and fight that pixel.

There's a few reasons
why that pixel one fire.

Number one is your page load is too slow.

Number two, they landed
and they didn't like it.

And then they bounced back.

So there's different clues to give
you an idea of where people are going.

The third one I'd look at for e commerce
is the click through rate into the cart.

So from those that clicked from
the ad to your landing page,

how many actually added to cart?

I don't necessarily, when I'm
testing, care about how many people

bought because the problem is an
ad can only get them to your site.

Then it becomes a site conversion problem.

And I think that's where people
get a bit lost, which is my ad's

not selling, my ad's the problem.

No, sometimes your ad's actually
getting people to your site,

your landing page is the problem.

Yeah.

And that's a whole nother conversation
with regards to landing page optimization.

Absolutely.

Okay.

So looking at just the placement,
I get it with Facebook.

I get the sales copy.

How should like e commerce brands
listening to this or brand operators

listening to this approach Instagram,
as a placement, as a channel with

advertising or with prospect in
that first bit, do they pay more

attention into the video or the image?

How would you.

How would you approach it?

Yeah, I would be focused
on the visual a lot more.

So when I often start with testing, I
do Facebook only because I just want to

see which audiences and creatives work.

Then when I find an angle that
works, then I now start to introduce

Instagram because it is a different,
look, here's a bottom line.

If Facebook and Instagram were
two different companies, two

different entities, whatever it was.

Cool.

No one would say, go
and run your Instagram.

There'll be like, Oh
no, you need to edit it.

You need to make it more
visual and things like that.

But I think as marketers, sometimes we get
lazy and it's we'll just add Instagram as

a placement and everything will be fine.

It's not the case.

For example, I had run a lot of
video funnels, top of fun top video

ads, top of funnel with the intent
of creating engaged audiences.

What that means is I'll run a
video to the problem unaware

or the problem aware market.

Which is nudging them towards
interacting with my brand.

So for example, if let's say I'm promoting
something myself and I'm talking about the

importance of avatars and how it helps you
to profit from your ads faster, I might

create a 30 second or two minute video
and just do some targeting on Instagram

and Facebook with the intent of getting
people to watch at least 15 seconds.

I can then remarket to those either
with another video, which says, Oh, by

the way, when you've got really good
avatar, here's how you can now launch

ads within 20 minutes, then there
might be another ad, which says, Oh,

by the way, if you want access to this
and a lot more, join my subscription

program or membership, whatever it is.

And those kinds of
funnels still work well.

And the key thing about that.

So if you go back a few years, there
was this whole concern about iOS

14 and pixels and things like that.

When you do video remarketing
on Instagram and Facebook.

Facebook own all of that data so that data
is and should still be fairly accurate.

So if a thousand people have
viewed 15 seconds of your video,

you can remarket to those thousand
people with another message.

So you can drip feed them down the funnel
without forcing them into a cell and

that's worked really well for us as well.

Okay.

I've got all of this, which is super.

Time is running out, so
I'm very aware of this.

How do you put all of this and get AI to.

Work to your advantage.

What prompts do you use in AI?

What's your preferred AI platform?

And how do you just get started with AI
22 is when I guess chat GPT 3 or whatever

went public and obviously AI has been
around for longer but that's when I

first started to pay attention so it went
public, I paid 20 a month to get access,

I spent months and months just playing
around with it, no idea what it could do.

And then what I realized was Here's
this AI brain and it's the super brain.

It's taken knowledge from the internet
and all these kinds of crazy things.

And it's very clever,
but it lacks context.

So if you go and say, write me
a Facebook ad, you don't know

where it's got its knowledge from.

Does it actually understand
and all that kind of stuff?

So I then spent months and
months building context.

That context was in the form of giving
it advice on how I like to structure ads.

So I shared with you one
copywriting framework, which is ADA.

There's many.

So for example, when I go through so I
built my own AI app on top of open AI.

And what I do is when I'm writing an ad,
I can select a dropdown and which says

this is for a cold audience, this is for
a warm audience, this is for a hot that

the problem solution aware, et cetera.

I can also say what kind of ad I want.

Do I want a direct response ad?

Do I want an advertorial ad?

Do I want a story based hook story offer?

Do I want whatever it is?

I can also give it a level of creativity
and that basically tells the AI to

either strictly follow my advice or
recommendations, which is low creativity,

or think a bit outside of the box.

And then I can also give it
copywriting styles as well.

So I've got Gary Halbert and Ogilvy.

I've even built mining as well so
that when I'm going through this

process, I can select these options
and then give it just three things.

Who am I targeting?

What's the transformation and why would
someone be interested in this product?

So it's just a few lines of input.

And in the background, it's building this
massive prompt based on what I put in.

And it then pulls that out into results.

And I'm telling you, like I gave
you the example of the avatar.

That avatar process would take at
least 30 minutes for someone who has

a lot of experience to maybe a couple
of hours for someone who doesn't.

You can now do that in
under 30 seconds in AI.

So literally, if you just
key in a few things, And say,

build me this avatar document.

It will come back and I'd
love to give you access to it.

Connolly, honestly, it's mind blowing
and it will come back with different

emotional states, it will come back
with a rebuttals or give you ideas on

targeting and all that kind of stuff.

And this is why within an hour, probably
quicker, even if you've never run

ads before, AI can build your avatar.

It can build your ad copy.

It can give you some creatives.

And we've built a chat interface
where I've uploaded the BPM method,

which is my training program.

I've uploaded a blog posts.

I've uploaded like all
the content I've produced.

I put it all into this chat interface.

Now you can have a
conversation with the AI.

Almost as if you're speaking to me, and
I've been monitoring this for many months.

It's insane.

And I approve of it.

You've cloned yourself.

I've cloned myself.

But the crazy thing is,
I'll give you an example.

I was looking to launch an offer last
month and I was like I'm running to, and

I was having a conversation with this
AI, which is like myself, but I had this

conversation and yeah, there's a case
study that SM Commerce did in 2018, and

this is what they did and stuff like that.

I completely forgot about that.

What a great idea.

And the crazy thing is
that's my own case study.

AI has reminded me now for this
use case, you should do the

same thing you did in 2018.

I completely forgot.

Honestly, it's mind blowing
what it's doing for us.

And it also advances marketing because,
people would learn from those questions.

People learn from questions, it's
all about asking the right questions.

And when, people are plugging in
answers to questions, they're just

much more enlightened marketers, right?

This is interesting because I
monitor the chat logs because we're

doing it for quality purposes and
want to keep improving the AI.

I'm seeing transformations
in these ad copies.

So someone might come in and
say, I've never run ads before.

Can you tell me where I get started?

And it was like you need to
launch a business manager or

send you a link to Facebook to
say, go and follow this process.

Then you need to add the pixel.

Then you need is giving
people step by step advice.

And then it's okay, I've done all that.

What do I do next?

And it's almost like having your
own personal media buyer without

spending Bending thousands a
month on, an unknown quantity.

Yeah.

And it's like a trainer at the same time.

So it's phenomenal.

Good.

So it's a GPT app, right?

So it's, we've got two parts.

One is an app we built on WordPress,
which uses the open AI platform.

So that's doing all kind
of magic in the background.

So I've got a developer
working with me on that.

The other one is a chat style interface.

So one is drop downs and kind of
things that you input and then it spews

out, add copy and stuff like that.

The other one's a chat interface where
we've just uploaded all this like case

studies and guides and stuff like that.

We can have a free flow conversation
and we find people end up using both.

So you want an avatar
created, go use the app.

You then want to have a free
flow conversation like someone,

some chats come in and say, I've
written this ad for Facebook.

It's not working.

Can you improve?

Give me three variants and it will
give it 10 seconds, 15 seconds.

You now got three ad variants
from the one you put in.

Or, for example, you can take
data from Facebook CSV data.

Commissary separate values.

Copy and paste that into the
chat and say, here are my stats,

can you tell me what to do next?

The AI will analyze that and
tell you what to do next.

Okay, your click through rate
on this ad isn't that good,

you should maybe pause that.

This one's looking good,
give it more budget.

So the AI is telling you all the
things you should do, and you don't

need to be an expert in all of this.

This is really good.

I would, I'm definitely going
to link to it in the show notes.

If you have any special
offers, let me know.

I would, just announce it at the
start of this conversation for people

listening to really good stuff.

I want to jump into.

So that copy bits, it's fricking nailed.

We get that.

What about scripting, like
the creative direction?

One of the challenges I'm
personally facing is I can no

longer be a creative director.

I just don't have the bandwidth.

I'm solving other problems.

So typically back in the days with
clients, I would, get their problem,

get their avatars, get the hooks.

I would put the hooks together.

I work with a video editor and
really just nail the creatives

and even, interview the founder,

how can AI really help with the
creative process for videos?

You can just.

Give UGC people or video editors or,
a studio or, your talent, essentially

all of those scripts or guidelines
to really execute for your ads to to

scale up, especially in this day of
reels and tick tocks and all of that.

Absolutely.

So one of the things that we've
done is we've taken scripts.

Of ads that we've run in the
past and uploaded that to our AI.

You can do this yourself.

If you go into open AI, you
can create your own GPT now.

You can get let's say you've got five
years worth of scripts that you've

run from videos that perform really
well, literally just take those,

put them into one PDF or separate
PDFs, upload those into your AI.

What AI will then do is when you
ask it a question, it will use

that documentation as context.

So if you say I've got this client,
here's the avatar, here's how we're

targeting, here's what we're doing.

And we want to create a video script.

For them it will go and look at all
these past video scripts that you've

created that you've authorized that
these are good Scripts and it will

create a new one based on that.

So that's what we're doing right now
So we can create youtube scripts tiktok

scripts Video ad scripts for facebook
and my ai can do that because we've

uploaded all of our content So it knows
what good looks like so no longer is

it going off into its vast expanse of
billions of data It's picked up off the

internet It's looking specifically at
what's worked for us and then trying to

interpret that to create something new.

And we upload frameworks for VSLs,
video sales letters, frameworks

for just all kinds of creatives.

So that's us telling the AI the
things that we want it to focus on,

and then it will fill in the blanks.

Yeah and I guess you can also
throw in competitors, script so it

has even more context Absolutely.

To what it's, going up against,
beyond chat GPT, what AI

platforms excite you the most?

Good question.

So right now, Descript.

I absolutely love Descript.

If you haven't used it, it's a
video editor with AI capability.

So for example, when we create some video
nowadays before I'd have to take it to a

video editor to get it edited and maybe
take out the arms and the R's and add

some B roll, which is additional video and
add some formatting and stuff like that.

We can do it within 10 minutes.

And my virtual assistant is doing it now,
so she's able to use this AI tool and do

something a video editor would probably
take two, three hours to do and probably

charge a hundred times more as well.

So that's a big tool that we're using.

Another one I'm using for my
coaching calls is a tool called read.

ai for zoom.

And what that does is when I used to
take coaching calls, I'd make notes.

Take actions and share it
with the prospect read.

AI does all of that.

So what it does is it joins the meeting
takes all the notes it summarizes it

creates action points create short
video Snippets in case you want to go

back and look at specific things And
it will send it to my coaching client

as well as to myself for record as
well So now I no longer need to do it.

And the way i'm losing ai right
now is When I find a problem, my

first thing is, can I solve it?

So to give you a completely
unrelated example I have four

children in school right now.

And therefore we have four sets
of schools and teachers sending

us emails every single week.

So we could end up with maybe 15
or 20 emails coming into the inbox.

Very difficult as working
parents to keep an eye on.

I have AI now attached to Gmail via
Zapier, which will look at those emails.

It will go into open AI.

It will interpret it and just
send us a list of actions to take.

And that also gets CC to my VA
who then makes a weekly list

of the things we need to do.

Now, all of a sudden we don't
even check those emails anymore.

All we do is check that to do list.

What do we, okay.

You need to pay that fee for that trip.

Okay.

You need to fill in this form.

So it's just action.

And a completely other example,
just to give people ideas.

We have five kids, we have
various allergies in our family.

Planning meals is a nightmare.

Now the AI that we've built has our meal
preferences and everyone's individual

allergies, and all I do is ask it can you
give me five meal ideas for next week?

It will give those five meal ideas
catering for all the allergies and

give us the ingredients we'll need
so we can double check what we need.

And it will give us alternatives.

We don't like those ideas.

Like honestly, the depth of
things that you can do and

the breadth is just stunning.

It is.

It is.

I like the application to your
family and cuisines and school.

What I do with AI now is, sometimes
with correspondence with the

school you as a parent can get.

Get emotional, you can get ahead
of yourself with just typing,

especially if outcomes are not
aligned with what you expected.

So I use ghostwrite on my Gmail and,
for responses, not all the time, but

sometimes I just put bullet points and,
AI, just spits it out in a professional.

In which, it's devoid of emotions
and, you get a good response time.

Sometimes they respond instantly
because it's so efficient.

Yeah.

So it's good.

But I really like the fact that
you actually get an AI to to

actually automatically give you.

Action points off the back
of what it is, processed.

So do you have multiple profiles
of chat GPT or is everything

just, bundled up into one?

How do you manage all of this?

Because context is
really important, right?

Every everything's through one login.

I pay 20 a month to get access
to all the latest versions of the

public GPT on open AI, and then I use
the API to plug keys into my apps.

So I built my own app, as I
mentioned, for my advertising, for

the kind of helper apps, I either
use the built in GPT functionality.

So you can go to open AI and just create
your own little mini bot that way.

Okay.

Or I use zapier and I can connect anything
to open ai so through zapier you connect

to open ai put your api key in And for
example for my email assistant Zapier

connects to gmail and it's looking for
specific emails from specific email

addresses and if they come in it will
then take the content of the email push

it out to open ai Give it the prompts
which says summarize this pull out the

key points And respond back and then
that will send an email back to me my

wife and my assistant And then she'll
figure out what to do from there.

So like they're the three ways
that we're using it right now.

Incredible.

Incredible.

And then what are your thoughts on
the more graphic aspects of Vienna?

I don't mean in the negative, aspect.

Just generating, videos and images.

Do you see what do you see?

What's your, what are
your prospects there?

So I built my own GPT on open
AI, which creates ad images.

Yeah.

And I have to say I was mildly
impressed, especially for product

based businesses for services.

It's not quite there.

We're still doing some work on tweaking,
but for example I did some experiments.

We created ads.

In fact, it was, I went to some creative
websites where, where they list like

award winners, where they've won a
creative award and stuff like that.

I went through those.

And took out the
descriptions of the creative.

So there'll be like this one
in a wall because of this.

And this is what it did.

I pasted that into the chat GPT
and say create an ad for this.

And it was very good.

Like one ad was for some
headphones, some high end, high

quality headphones designed for.

People that want class and luxury
and all that kind of stuff.

And the ads came back so good.

It was like a really posh house and
the headphones were nicely presented

on the Oak table in the lounge.

And I just felt like I wouldn't
even be able to brief that to

an agent, to a creative person.

It just came up with it.

But those crazy was really good.

And the key is.

When you're creating something
like that to keep reworking your

prompts, because you'll never
get it right first time around.

So it might come back and it's added
some text and sometimes it hallucinates

and comes up with random texts.

So then I'll change the prompt to
say, when you create the image, I

don't want any copy on it because
I can then put it into Canva.

Copy myself.

I just need the base creative.

So they're the ways
that you keep tweaking.

Regarding video, I've been playing
with an app called runway and I've

been very impressed with that.

So runway allows you to, in a similar way
to take a prompt and create video for it.

So for example, I wanted to create an
ad for one of my products and I wanted a

woman sitting in a cafe drinking coffee.

Almost like taking her time and sipping
it slowly whilst the world around

her was zipping around really fast.

And I put that in as a prompt and
it took two, three prompts, but

what came back, I was so impressed.

And it took me about two
minutes to create that video.

And if I'd brief that to a video creative,
even if they got it right first time,

you're looking at a day turnaround.

Okay, here's the brief,
then we'll do it and stuff.

I did it in two minutes.

Like that's the power of
what we've got right now.

Yeah, I agree.

I'm going to check out the runway.

Depesh, we're running out of time.

You'll have a hard stop.

However, we need to do
some rapid fire questions.

I can't let you go without doing this.

And if if we should do this again in a
few months, I just feel like we haven't

covered enough, but we've covered a
lot like masses, like a lot in this

40 minutes, but they're about, okay.

First question.

Ready?

When you are first, you ready?

Yeah.

All right.

Why do you think you'd be retiring?

I tell people I'm semi retired now.

5 10 years ago I had a plan, work until
60, make money, and stuff like that.

But honestly, what I do every day, I
choose to do, and I really enjoy it.

And for me, I've seen people retire,
and they get bored, and they get

old faster, and stuff like that.

I can choose what I do.

If I want to work today, I will.

If I don't.

Like Mondays for me now any other
day, two, three years ago, very

stressful, client problems, client
accounts and stuff like that.

So for me I consider myself semi retired.

I spent so much time with the family.

I do the things I want to.

And if I want to launch an offer
and do something, I can and

bring extra cash in if I don't.

It's fine as well.

And that's because you're in creator
mode and you're self actualizing

in, in this stage, of your life.

And there's the blur it's
really a blur really in terms

of work and your lifestyle.

Second question is who's been
your most meaningful business

contact in the last five years?

Interesting question.

I would probably say, I'd probably
say someone like Tim bird.

I think you might know him as
a Facebook ads guru as well.

And.

He's someone I looked up to before I was
known in the space, and he's the first

one I connected to, and he connected
me to so many other things as well.

And I think that's probably a big
leverage that I've been able to apply.

Even now we're still close friends and
we'll ping each other now and again.

I've invited him to my masterminds.

I've been to his and we'll share
knowledge and stuff like that.

But it's sometimes you look at
someone who's like miles ahead of

you and think, I wonder what it
would be like to work with them.

And when you get to work with them, it's.

It's brilliant because now you're
considered at the same level and

people see you like that now as well.

Then I'm looking at how
I can help other people.

But you also put the work.

I remember when you made the connection
with Tim bird, you were just not sitting

on your laurels to, all the other experts
have been, given the same opportunity, but

you man, as in Facebook, you're like the
king of Facebook, you're there, pushing.

every day from an emotional
standpoint, people follow your story.

Kudos to you.

Really good stuff.

Okay.

So third question is, are you into sports?

I am.

If yes, what's your
favorite team or athlete?

Team is Arsenal and sport is football.

Although I have to call it soccer
here now, which is confusing.

How'd you follow Arsenal
from Calgary from Canada?

I have to wake up early.

Fair enough.

Fair enough.

Fair enough.

Fair enough.

Fair enough.

Okay.

Final.

And by the way, I coach soccer as well.

So like I'm a soccer fanatic.

Same here.

I, so I never played football, but
the one of my, my, my sons, I tried

to get him into a football club and
they're like we, it's a new group.

And would you like to be a coach?

And I was like, okay.

If I say no, they'll probably
not seven, you grow up.

Okay.

Final question is if you could choose a
single book or resources made the highest

impact on how you view building a business
or growing a business, which would it be?

The book I recommend the most
is a book called rocket fuel.

And the reason for that is in 2020, we
grew our business to a point where I

was super stretched and super stressed.

And the next logical hire was
an operations director and we

did end up hiring, but someone
recommended me this book first.

And what it helped me to understand was
what my profile is as an entrepreneur

and what I need help with the most.

So one of the things that book covers
is the difference between a visionary,

which is most entrepreneurs, And an
integrator, which is an obstacle person.

And that's what was making my business
struggle and was making my life miserable

is because I'm not an integrator.

I'm not a doer.

I'm a thinker.

So if I'm coming up with a thousand
ideas, And I'm getting stressed out

because I can't implement or get
help in actually operating these

ideas then that becomes a blocker.

So the rocket fuel is a massive
book for anyone that's looking to

grow their business, their team,
their operations without getting

stuck inside their business.

Amazing.

Can't thank you enough, Deepesh.

It's been an absolute pleasure having
you on the 2x e commerce podcast.

For those who want to find out more, about
you, I have a website, which is bpmmethod.

com.

I'll link to it in the show notes.

Are there any other relevant
websites or social media sites

people should, jump onto?

I know Facebook is a big one
to connect with you on your

work, especially the chatbots.

What, where do they sit?

Yeah.

So the chatbots are part of our
paid community on adsignals.

com.

There is a free trial.

I'll send you the link out so people
can have a play around with that.

Everything else on DeepeshMandalia.

com.

Fantastic.

Fantastic.

Deepesh have a wonderful rest of the day.

Thank you for coming on
the 2x e commerce podcast.

Pleasure.

Appreciate it.

Speak soon.

Cheers.

So thank you for sticking to the very end.

So what is the offer
Deepesh is offering you?

After this, just to give you some
context, after I recorded this episode,

I reached out to Deepesh and I was
like, I'm going to join AdSignals.

I joined AdSignals and when I saw
all of the value that members of the

AdSignals community were getting, I was
like, okay, you guys need to give me

a special offer to you, the audience
for you guys, the audience, so that you

can join in, in, in these conversations
and really up your social advertising

game, because there are many elite
level social advertising members in,

in, in the group called AdSignals.

So if you want to.

Go to add signals.

You can go to add signals.

com.

I've linked to it in the show
notes, but here's the thing.

I also have a special link, which I,
which I have in the show notes of this.

It's an affiliate link being,
being very honest with you,

but here's what it gets you.

So typically you have the cost of this
of being a member, the monthly cost

of being a member is about 250, 000.

97.

If you go to add signals.

com now, and you go, you want to
join with an all access pass that

gives you access to the builder,
the AI builder his methodology.

playbooks, soaps, his
frameworks, ad formulas.

In fact there's content around
YouTube advertising, TikTok,

Google ads, analytics, and
more, and weekly support calls.

It's almost 300.

It's 297.

And what they the offer you guys
have is for the first month of

subscription, you only pay 97
dollars a month for that first month.

And then it reverts to two nine seven.

Now, if you prefer to pay
annually, the annual fee to

join the community is 1, 780.

And he has given you guys
a special offer of 670.

I think that's about 55 percent off
or thereabouts if my math is right.

So that in of is valley in my opinion.

I, if personally I'll go for the annual
just due to the fact that 670, with

that link I sent, I've shared in the
show notes and now you're getting it.

You're, instead of paying 1,
780, 1, 780, you're paying 670.

So that's it.

That's the offer.

Use the link on there because the
link takes you a special checkout

that enables you, get these discounts.

So I will put that link in the show
notes and it's, if you're serious about

social advertising this 2024, I'll
implore you to definitely that's my Skype

ringing in the background, but yeah,
I'll implore you to definitely take it.

Cheers.