EU235: The Importance of Using the Right Bait for Your eCommerce Marketing

eCommerce Uncensored - Email Marketing | Facebook Ads | Social Media Marketing

As business owners, we all want traffic to our website. We put together a ton of ads in order to do that. In episode 235, the guys break down not only how to get traffic, but how to get the RIGHT traffic to your website! Getting the right traffic means higher conversion rates and better sales!

This is a direct transcript. Please forgive any grammar or spelling errors.

Jason: An ad on Facebook is, is really just bait.

Kevin: When you’re on Facebook, you move to another platform or another landing page, and you’re taken somewhere that doesn’t make any sense. You’re like people are just going to like drop off.

Jason: You may catch fish. You’re just not going to catch the kind of fish that you intend on catching.

Jen : You’re listening to e-commerce uncensored with Kevin Monell and Jason Caruso.

Kevin: Hey everyone. And thank you for joining us on another episode of e-commerce on sensor. My name is Kevin Monell and I’m here with

Jason: Jason Caruso.

Kevin: First off, Jason, let me say congratulations on your new house. Thank you. It’s nice seeing that plain even though it’s a plain white wall, it’s better than that. Um, beach floral plat pattern you had at your Airbnb.

Jason: Yeah, well, I’m, I’m debating whether I want to keep it plain like this, because the whole purpose of me being in an office, or like, you know, um, not, not the whole purpose, but one of the reasons why I wanted to get into this office is like, cause I, I felt like even at my other house in New York, the background was distracting. There’s a lot of crap behind me. So. I’m debating whether I want to just keep this white like this or throw some things behind me. I don’t know. Maybe I’ll throw a picture back. There are some

Kevin: blame, but does my background seem too busy to you a little bit? No,

Jason: it’s not that it seems busy. It’s it’s um, no,

Kevin: maybe you should do like a, uh, like a, like a solid color so that you could just keep changing your background really easily seem to like that.

Jason: I mean, you’re going to do like a.

Jason: I got a green, like a green screen or something in green screen. You’re on the golf course or something.

Jason: Yeah, exactly. Um, so yeah, you know, golf cart has been, that’s another, like a sore subject man with my frigging hip. You were just down here for golf and the first two rounds were good.

Jason: Last two, man. Those, my hip was killing me. I gotta

Kevin: get this thing fixed. That’s your excuse for not keeping up, keeping up with me. That’s right. My excuse was that you we’re playing

Jason: the ladies tees. And I was playing the back

Kevin: teams. That was, they were a hundred yards apart when I was sitting at a hundred yards. Yeah. Yeah.

Jason: And, and you still lost in

Kevin: two days, I’m talking about drives here. I’m not talking about, but I was on point with my drives. You got, give me that. Yeah. Yeah. You were playing

Jason: well. Um, by the way, cap today, we’re going to talk about something, you know, we’re coming into black Friday, cyber Monday, and.

Jason: You know, it’s, um, it’s not really possible for us to come on this podcast every single week and drum up a new topic that we’ve never talked about because truth be told, like we deal with the same things over and over. And, you know, today’s topic is going to be about landing pages and congruency with your Facebook ads or whatever ads you’re running.

Jason: And, you know, you would think that it’s kind of. Like common sense, but you know, to make your ad and your landing page and the messaging be the same on both or, you know, the, the images or whatever, but what happens? I think a lot. And I know I’ve fallen into this trap before, is that as marketers or people trying to sell things, we’re trying to get as much as much of our pitch.

Jason: Like out. So we think, okay, the ad and the image is one thing. And then the landing page is something completely different.

Kevin: Exactly. And, um, it’s funny cause you know, this, this topic came up in my head when we were discussing a topic today because there’s something that’s going on with a client in mind, but it’s also like throughout the day today was weird.

Kevin: Cause we continued to talk about landing pages and things like that. So I thought it was a good topic, but the main reason why it came up was that I started running a new ad campaign for one of our clients. And it was for a as crazy as it sounds. It’s for. Uh, a stool, like a poop test. It’s free. It’s a rate your poop because they have a, like a constipation supplement in their store.

Kevin: So we wanted to put out this quiz that asks people about. You know their exercise activity, but then it’s to ask them to select which picture on the screen, uh, looks like the poops that they have recently. And then it kind of gives them the results of what that means about their digestion. So we were starting this whole campaign and we have a specific target audience for this company and this product, which is like older women.

Kevin: Um, and when we started creating the ad, like I thought I found some things that really kind of made it feel. It had some, uh, the theme of the ad matched what we were trying to do on our landing page. But when the client came back, they had other thoughts and they gave me a picture of this younger woman.

Kevin: Right. It was a younger woman, like with this thinking face on, she was kind of looking up like, you can’t see what I’m doing, but she was kind of like gazing, gazing into this, the sky thinking about something. So I’m like, okay, I don’t see. Making sense, making much sense for this young woman to be thinking about her poop at that time.

Kevin: And that, that those two messagings didn’t make sense to me, but like when I, when I put it into the ad, because my client wanted it, it began to drive like a ton of. Like it was getting like, you know, 20 cent, 20 cent clicks or something, but no one was actually completing the test and I’m like, okay. So the first thought is like, okay, I’m getting people to the landing page. So maybe my landing page is not working correctly. Um, and they’re not seeing what they’re supposed to be seeing when they get there. So maybe I should change the landing page and I kept tweaking it and still nothing was really working. And then I’m like, well, Traffic is great. You know, a lot of people, a lot of companies focus on traffic and they think traffic’s awesome.

Kevin: And cheap traffic is even better. Like maybe we’re just sending the wrong people to the landing page because of the image that’s on the Facebook ad. Right? So maybe it’s just people seeing this, like good-looking younger woman in a Facebook ad. It’s just clicking and they’re getting somewhere where they’re not, they have no idea why they’re there and it’s not what they’re expecting to see.

Kevin: Okay, sorry, go ahead. No, that’s kinda like what brought this up because it’s so important to make sure your messaging from your ad and your landing page and the objective that you want out of that click to all kind of match up and be in sync. Well, okay.

Jason: I think the, the, the, the bigger thing with this is that, you know, uh, an ad on Facebook is, is really just bait, you know, and.

Jason: You know, my stepfather used to tell me this all the time. He’s like, you know, where I’m from in New York, uh, is right on the long island sound. And, um, he’s just telling me all the time, he’s like, look, you’re not going to go on the long island sound and drop a minnow in the water to try to catch a shark.

Jason: Right? Like they’re not going to be attracted to it. They’re not going to be, uh, and likewise, you’re not going to go. The long island sound to, to find sharks because that’s not really where they are. So you’re well, although they have been kind of creeping in there lately, but the point, the point of the matter is, you know, your ad on Facebook is merely just bait.

Jason: It really is just to try and attract your ideal customer. So if you’re putting an ad out that shows this 25 year old, beautiful. You know, girl or male or female or whatever you’re going to attract, you know, by that bait people who tend to see themselves like that. Right. Which is going to be, is going to kind of go against your objective of the ad because you’re trying to attract older people in this case who have.

Jason: A constipation problem, right? Who’s having a quote unquote poop problem. So if you’re older and you have a poop problem and you see an ad of a beautiful young lady or really good-looking guy, the two, aren’t going to make sense. They’re not going to match up. You may catch fish. You’re just not going to catch the kind of fish that you intend on catching.

Jason: So the idea of this is not to simply. You know, just put in this case again, an image that just looks nice in your ad because you’re going to get the wrong people. So what you surmised out of, of, of this was that, Hey, I’m getting a lot of clicks, but, and that’s great. Everybody wants clicks everybody. Like that’s where it all starts, but nobody is filling out.

Jason: You know the quiz. So you know that this is the thought process that goes into it, like, okay, the ad is working the landing page. Isn’t now there’s a couple of ways to heal the deal with this. You can either say, okay, let me work on my landing page. But you know, to the trained eye, it’s very obvious that it’s the bait that we’re attracting the wrong person.

Jason: We always say, you know, you know, look at these things as a process. If your ad’s not working, tweak it until it works. And then your landing page is not working, tweak it until it works. But you know, if the landing page isn’t working, but it’s attracting the wrong people, then it’s not always so cut and dry as to. Get the clicks then work on the landing page because in this case it’s just the wrong

Kevin: people. And when I brought this up and the response back was like, well, we say exactly what we’re doing on our landing page and exactly what we’re looking for in the copy of our app. Now we know, especially when you put like a pretty good looking woman in front of somebody on Facebook, it might just like, be like, I’m not reading. Most people don’t read. They see a pretty picture and they just start clicking around. I do it all the time. Um, so it’s almost like. There’s all these individual pieces that kind of need to match up and be in sync, your text, right? There are going to people, people who are going to read more just because that’s what they do, but there’s going to be those people who just see an image or something.

Kevin: And that image needs to communicate as well. Just like when you go over to the landing page. It’s got to communicate in the same way. So since I’ve done that, there has been like, I’ve, I’ve changed some images. Like we did some, you know, toilet bowl images. And I know it’s crazy to think that I got this constipation medicine that I’m dealing with, but the, you know, I got somebody holding a toilet paper, you know, those kinds of things that put in your mind is that what you’re going to expect on the next page? Yeah. To trigger that like, oh, there’s a toilet there. I have this issue. I have this problem. It kind of sparks in their mind. And then you kind of, you know, present them the solution or in this case, like a quiz to learn more. So since then we’ve gotten like the cost per click, which was low to begin with, have cut in half.

Kevin: And we’re sending more of the right people there cause we’re converting on this quiz more frequently. Um, so that’s kinda like the main thing here is like, because when you’re on Facebook and you’re, you have a certain mindset and you’re just scrolling around looking at your friend’s pictures. Pets or whatever, and you get, you move to another platform or another landing page, and you’re taken somewhere that doesn’t make any sense.
Kevin: You’re like people are just going to like drop off and just bounce. If you have that consistent messaging, even like the coloring, you know, the branding that goes from one platform or another, it just helps people stick around.

Jason: That’s a good point because you know, you were getting a lot of clicks and they were the wrong clicks, but then you tightened up. The ad and the image, and you got even better results, which is, which is, you know, obviously that’s pretty interesting because you would think that you were getting good clicks until you really were getting good clicks or, you know, good costs. And, um, yeah. I mean like, like I look, you know, I like to look at it like this. It’s like when you’re scrolling Facebook, the image catches your eye. Right. So the young girl or the young guy, whoever is in that image is going to stop people, but it’s going to kind of stop everybody sorta speak, right. It’s going to, it’s going to kind of attract a lot of different people where if the video, the video or the image, um, kind of matches the copy. You’ll, you’ll get the kind of results that you’re getting and what’s, um, What’s even what I think is even more interesting in, in all of this is like how, like, when I was running that, that, that golf ad that we had, right. Like, I don’t, like, I hear people saying about how good video is. I feel like images work better. Like, I don’t know. I’ve just seen from what I see, like. I think the golf thing we were doing, Kev, the thing for, uh, for the constipation thing. I mean, almost everybody we work. The video doesn’t work as well. For some

Kevin: reason, I think there’s a lot to consume when it there’s like a big commitment of most when you’re watching a video a little bit. And it’s almost too much, um, I think like you want to get them from the Facebook ad to your destination, I think sooner. Right. And maybe that’s part of the reason why you feel that way. Um, I don’t know any specific examples. Like, you know, our one client, she, they do awesome with videos, but they’re quick 15, second videos. Images don’t work as well. So it really,

Jason: yeah. Well that, that, that particular product you need to see in action. So it makes sense. But like, I feel like for me, like when I see, like for instance, I see a golf video, I feel like I can judge that person. Way more critically than I would if I just saw an image, which can ultimately turn me off. So you can make a decision about somebody prior to actually seeing them seeing what you, the real value on. Right? Yeah. And like, I, I feel like I get too lost in the video where I kinda like, you know, the more they talk and it’s almost like the less, I believe. You know what I mean? Where, like, if I see like an image that catches my eye, I feel like I tend to respond to that better. I don’t know what it is, man. Like, I, I don’t know what it is. I mean, a good at like the golf ad we were running. Like, I mean, I can’t see a video doing any better than that.

Kevin: I mean, who knows? I mean, you’d have to test, but I do. I do like your thoughts on like the whole bait thing, the analogy with the whole bait and fish thing, like you’re going to put different types of bait out there for different types of people. Like I have a lake out my back, like a, I have a certain bait that’s going to catch bass. Well, more likely to catch bass then like, uh, whatever other fish. And I’m not really a fishermen, but smaller type fish. You know, I got this big. Big frigging lurr on the end of my line, that’s not going to catch like little tiny fish. So, and I think that’s why a lot of times, if you get to a certain stage of your Facebook ads, you can let your ad do the targeting for you. Like you, you really need, you don’t need any of these pinpoint ninja targeting audience techniques. Like if you put the right content out there, It will attract the right people. And that, that gives you the ability to broaden your audience a bit. Yeah.

Jason: You know, I mean, when we first started with Facebook ads, we used the always say like, if they don’t work quickly, they probably never will work. We kind of gotten away from that, but it’s so true. Like if they, if they work at first, there’s a good chance they’ll work. Forever. If they don’t work at first, there’s a good chance they won’t work at all.

Kevin: So, I mean, you got to give it time and you gotta give it time. You gotta get Facebook time to learn. I know we were talking about landing pages, share. We kind of got into Facebook ads, but I think even you got to think about, you really got to think about your objectives in the end, what you want. I mean, I was even like, as we’re talking about that, I’m thinking about the journal and I’m like, I think in the bait that we put out there with our journal. The year ago, and now we’re like, um, you know, our goal in this was to acquire a customer and have them recur payments for, you know, X amount of years. But we’re realizing like some of the bait that we put out there, maybe weren’t the right, the right type of bait to keep that retention going from.

Jason: We did the, we did, we were giving away a 13, $13,000 lens, or like a $6,000 workshop. Or, or whatever. And it was attracting people who just wanted the lens and they didn’t really care about the journal. So long-term, they weren’t as committed because we were using. Kind of bait that just attracted anybody.

Kevin: Right? Exactly. Um, but you know, back to our original point, that bait that you put out on Facebook or social media, or even email, when you throw an email, it’s, it’s just like having bait to when they end up on your property or your website or whatever you want to have, you know, a very specific landing page that has a really clear message on it. And not only it matches the ad that matches the ad, like. I’m just like what I said, you’re not gonna, you’re not gonna put up an ad for like a baseball bats and send them to a webpage that has a golf clubs or,

Jason: or, I mean, even like something even less obvious is that like, you’re not going to send metal like, like, or aluminum, aluminum bat ads to people that play in the major league baseball. Right? Like they’re not going to use those. Right. Like they’re going to use them and they’re not. Buy anything from your ass. Cause I get everything for free. But the point, the point is you have to know who you’re going after and the kind of bait that you’re using. And you have to make sure that that bait and that message is consistent from the ad all the way.

Kevin: Out to check out. And I think a lot of people make mistakes too, is just like sending traffic to like their homepage or even product pages, but you can work, which I’m not going to say it doesn’t cause we do do that. But in a lot of instances, it’s really good to create a very specific, clean landing page without any distractions, with clear calls to action, with clear messaging that. Has one, the sole purpose is, is to get that person to your objective and everything else is gone. There’s no other buttons, there’s no other links, nothing. Um, and I think that that’s a really important thing to, I mean, test both, like, it’s funny. I was thinking about this too, before we got in is like, you know, my clients have come to us and they’ll be like, yo, I think we should do this. But like, yes, we should test that. Is it gonna work? Like you totally have to test it. Like we know the, the, you know, the way it should be structured where things should be, but like, we can’t go ahead and tell you what’s going to work and what’s not going to work. It’s a matter of testing and just continuing to test and change things up and optimize, get your landing page to a point where it works well and then continue to like massage it and continue to, you know, fix it and make it convert Right. So that’s, uh, that’s about it. That’s all I had on it. Um, I mean, I mean the moral, the

Jason: moral of the story is you gotta make sure it’s all consistent. And even though it sounds like common sense, it’s, you know, common sense.

Kevin: Isn’t so common, right? Yeah. Especially when you have such limited attention span from everybody coming from these social, social media channels in and out all day long. I mean, think about it like this ad, this constipation ad we’re getting. Uh, to like, we’re not spending a lot of money. We’re spending like 20 bucks a day, but we’re getting 200 people there a day. Just think about how many people that is. It’s like they’re coming in so fast. They’re leaving so fast. You got to capitalize on that when you can. Right. All right, guys. Thank you so much for listening as always, you can check us out at e-commerce uncensored.com and we’ll talk to you guys real soon.

Jason: Later.

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