This episode features Konstantinos Doulgeridis, the author of The Power To Sell Anything: Create and Scale To A 7+ Figure E-Commerce Business Using Facebook and Instagram Ads.
Find out why Konstantinos thinks that Facebook is the way to go when looking to sell your products online. He shares what he sees is some of the biggest mistakes that people make advertising their products on Google or on Facebook.
Konstantinos discusses some of the best indicators that a Facebook campaign is going to be successful. He dives deep into conversion campaigns and using creatives.
He shares running conversion ads, getting started running Facebook ads, and one piece of actionable advice to somebody thinking of starting to run ads using Facebook. He also gives caution to companies when looking to hire an agency to run their ads.
Episode Action Items:
To find more information about Konstantinos, visit his YouTube and
ABOUT THE HOST:
Andy Splichal, who was recently named to the Best of Los Angeles Awards’ Fascinating 100 List, is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series and Founder of Make Each Click Count University found at https://www.makeeachclickcountuniversity.com.
He is a certified online marketing strategist with twenty plus years of experience and counting helping companies increase their online presence and profitable revenues. To find more information on Andy Splichal visit https://www.trueonlinepresence.com (https://www.trueonlinepresence.com), read the full story on his blog at blog.trueonlinepresence.com or shop his books on Amazon or at https://www.makeeachclickcount.com (https://www.makeeachclickcount.com).
New episodes of the Make Each Click Count Podcast, are released each Friday and can be found on Apple Podcast, Spotify, Google Podcast, Apple Podcast and on Make Each Click Count at https://podcast.makeeachclickcount.com
ABOUT THE HOST:
Andy Splichal is the World's Foremost Expert on Ecommerce Growth Strategies. He is the acclaimed author of the Make Each Click Count Book Series, the Founder & Managing Partner of True Online Presence and the Founder of Make Each Click Count University. Andy was named to The Best of Los Angeles Award's Most Fascinating 100 List in both 2020 and 2021.
New episodes of the Make Each Click Count Podcast, are released each Friday and can be found on Apple Podcast, iHeart Radio, iTunes, Spotify, Stitcher, Amazon Music, Google Podcasts and www.makeeachclickcount.com.
Andy Splichal 0:46
Welcome to the Make Each Click Count Podcast. This is your host, Andy Splichcal. We're happy to welcome this week's guests to discuss today's topic which is Growing Your Ecommerce Business Through Facebook Advertising. This week's guest is the author of the Power to Sell Anything: Create and Scale a 7+ Figure Ecommerce Business Using Facebook and Instagram Ads. He has been busy because he has spent everyday over the last 10 years mastering Facebook. A big welcome to Konstantinos and here's the struggle, Doulgeridis.
Konstantinos Doulgeridis 1:18
Okay, you did some nice, my last name is Doulgeridis, but it's a typical Greek name, I guess. So it's difficult for you. It's okay.
Andy Splichal 1:26
How are you doing Konstantinos?
Konstantinos Doulgeridis 1:27
I'm doing very well. You know, Facebook is always keeping us busy with all of the latest things it has, it has been a crazy year, crazy year.
Andy Splichal 1:38
Well, let's start with this. Why do you believe that here in 2022, Facebook is the way to go when looking to sell your products online?
Konstantinos Doulgeridis 1:48
Okay, so what have we seen the last year, the last year, we have seen a lot of people that were frustrated with all the changes with Facebook and stuff. And I'm not going to go into details about all the things or things but everyone who is advertising and he's listening now they actually know about the stages because they have seen all of their laws decreasing and stuff. So the truth is this, they have tried with Google, you know, they have tried with other platforms to do it. But they are missing the scaling. This is why everybody wants to be on Facebook. And this is why everybody's trying to advertise on Facebook. For me on the Facebook is an remarkable platform with many problems like in customer support and in several other areas. But it's an algorithm that I really trust. And I really like because it's full of data. And it's so sophisticated now that the problem of all of these people is that before the iOS changes, they were doing almost nothing and they were having sales. And now it's a bit more challenging understanding the algorithm and the changes. And this is why they're frustrated, because it's not so easy anymore. But there is no scaling without Facebook. If you want to go into massive numbers and scale your business. It's the only way with such a massive appeal. And most probably I'm talking mostly about Instagram, not only Facebook, but you understand what I mean. The point here is that we need to understand two things: that nobody invited us to advertise on the platform. It's our choice. So we need to do everything that is possible for us to be able to advertise on Facebook, because Facebook doesn't care. And the second thing is that we have a platform with such a sophisticated algorithm that is doing this, which is amazing what so let me tell you, it's actually selling stuff to people that they didn't know that they wanted them two seconds ago. It's crazy, right?
Andy Splichal 3:47
Yeah, no, that's really the biggest difference right there between Facebook and Google is you. You're interrupting what people are doing and try to sell stuff. So you had mentioned the iOS change? I guess today, what do you see is some of the biggest mistakes that people make advertising their products on Google or on Facebook?
Unknown Speaker 4:09
On Google? I don't know. But I can tell you about Facebook. So what happens with Facebook is that what I said earlier, nobody invited you on the platform. There are people that they have, for example, products that they are selling for, let's say $10, and they have a profit of $5. Okay. And the thing here is this that these people don't understand that because their numbers as numbers don't make any sense for Facebook, maybe they make sense for the day business or for any other platform. It doesn't matter. But since nobody invited them on Facebook, they have to calibrate and they have to fix all of their numbers. In order to work with Facebook. You cannot go in these days and advertise products that they sell for $10 and you have a $5 profit margin for example, just because you want to. You have to find another way, increase your average order value, your cart value so that you can have bigger orders. And you would, it would make sense for the advertisement cost to cover everything and your expenses and be profitable. So for me, the most important element here is that they don't understand that the platform has competition. And in order for you to sell like everything in life, it's not so easy anymore. Like it used to be on 2016, that everybody was doing it at the CPMs cost per 1000 impressions were much lower, I'm talking about United States. And in that case, they are just stubborn businessmen that they just want to keep working with the same way that they were working 10 years ago, or five years ago, well, it's impossible, things are changing. And the competition is fierce. There are other people with genuine ideas, better average order value, whatever we make, may that be maybe better creatives, it's a such a visual platform, you cannot advertise anymore with stupid creatives or creatives that are not working, or they are not actually good. eye catching creatives or sharp images or whatever. So for me, this is the biggest mistake that people think that, okay, I will go to Facebook, and I will advertise and they don't put them the extra effort to understand the algorithm better, or fix the numbers as a as a business in order for them to be able to advertise to Facebook.
Andy Splichal 6:25
So you keep saying that things have changed. When you say that? Are you mainly meaning that it's a lot more competitive than it was five, six years ago? Or are you referring to other things?
Konstantinos Doulgeridis 6:37
For sure, it's much more competitive in terms of how, how more sophisticated the ads have began, because Facebook is trying to fix problems, but they make it more difficult by adding new features are changing stuff on the platform, they make it more difficult for people that are not familiar with these changes, or they don't understand the algorithm, then we have, you know, when when a party is happening, and everybody's having a nice time, more people are going to come because they are learning that it's a party that you're having a nice time. But when the club is full, then you're sweaty, and people are pushing you, and you're not happy anymore. So this is happening also with Facebook, a lot of people joined the party. And we had a situation that the competition has reason horizon. And we have the CPMs, which is how the platform is actually billing with impressions rising. So let's say 10 years ago, we had the platform, operating with CPMs of $5 - 10. And now it's operating with $20 $30 of CPMs. Which means that all the advertisement costs has risen. This is why you need to have better evidence to revalue and all the things that they said earlier, I don't want to repeat myself. But still this there are a lot of opportunities on Facebook, if you understand that you have to be competitive at the end of the day.
Andy Splichal 7:59
So what are some of the best indicators that a Facebook campaign is going to be successful? I mean, what are the important elements? I guess, I guess I'm asking, is it the images? Is it the text the creative? Or is it more of the setup.
Konstantinos Doulgeridis 8:15
Of course, nobody can deny that this is a very visual platform, okay. It's a platform that creatives are playing a major role. But we need to understand that Facebook is just in the middle, it's not the platform that is going to decide if someone is going to buy or not. So if you have a bad landing page or a site, which is not easy to navigate, or you're having some things that are bad in terms of conversion rates, and stuff, and people, it's not easy for them to actually convert and become a sale out of the funnel. So all of these things are important for people to understand that okay, Facebook is there to bring you the people, but people are converting within your site. So your site also has to be good. So let's talk about indicators and stuff. Of course, the images are very, and the videos is something that is helping you get all of this traffic and destruction. But there are metrics that we are watching Good, where are the standing, if the quality is good, and we are getting good traffic, two of them are the cost per unique click click how many clicks we have as a cost. Let's say that for United States, we consider something of course, every business has different numbers. But if we need to throw a number, anything below $2 or 1.5 dollar, it's fine. If we go to CTRs with his click through rates, the percentage of people that actually click if we go above to 3%, it's fine. So if we have this indications, and we see that algorithms are working, people are buying, people are liking the creatives, and they want to go to the site to see if they're going to buy in that case if we're not converting that means that something is happening on the site. We are analyzing the situation and We say that, hey, our traffic is good. But something is happening on the site. And there are a lot of times that there are a lot of businesses that they don't admit that they just believe that the targeting is wrong. This is being stubborn and not understanding that this is data, you cannot deny the data if the traffic is and I'm not talking about traffic campaigns, okay? Because with traffic campaigns, you can get very cheap clicks, but it's not good quality, I'm talking about conversion campaigns, actually campaigns that you're looking for sales. If we go down that path, and we have these numbers, nobody can deny that something is wrong on your funnel on your site. And this is something that people need to see, in order to, you know, to fix it. Another thing to say about that is we need to identify the users of Facebook in two categories, there are the people that are going to decide if they're going to buy something or not. Remember, you have two or three seconds to convince them. Okay, so there is one category that says, Okay, I like this, and they have made already their mind before even going to the site that they are going to buy or not. And this is a more rare case scenario. And there are the people there is that they say, Huh, this is interesting. Let's go to the site, let's see what this company has. Okay, because they don't know you, they just want to go and see what are you doing? So in case number one, if your creatives are that strong, yes, people are going to forgive a lot of your mistakes in your funnel, a lot of your mistakes, I have done it several times, I'm seeing a product that I really like. And I don't care if the site is bad. But if you have a product that people you know, can find elsewhere, or it's just something but not something super cool for them, maybe for somebody else is super cool, but we're talking about the majority. If your problem is on the funnel, and on the side, then you have a big problem. It's always good though to extinguish these two categories, because if you have amazing Creatives or they're actually presenting your product, very good, you can go to category number one, and people are going to forgive a lot of your mistakes into your landing funnel. If you're doing a very good job with your creatives.Andy Splichal:
Talking about creatives do you find for E commerce companies specifically, to static images work better or to videos?Konstantinos Doulgeridis:
Okay, so these are two different categories. The way that I do ads most of the times is with dynamic ads. So basically, you're posting a lot of creatives, like up to 10, several copies and several headlines, and Facebook is creating countless combinations out of those. With that way, you're skipping the testing phase, and you're going immediately to sales while you are testing at the same time. So, in my opinion, everybody should separate using images and using videos. Okay, of course videos are always most of the times very, you know, super effective. But there are also images that they are very good. In my opinion, the biggest mistake is to actually use them together and let them compete with each other. Why? There is a technical reason for that. Facebook is considering the initial success, the initial because later on the success is being considered by the sales, okay, and they don't ask, but the initial success is being considered based on impressions. And guess what, one second of watching the video, it's actually an engagement of the video. Okay, so this person that is watching us as he's scrolling his feet, and he's watching just an autoplay of a video, he's already engaging with a video. On the other case, on the image, you need somebody to click like, or do an action with it in order for it to be considered an impression. This is not fair for them at this time, you should not let them compete with videos, put videos with videos and images with images. This doesn't mean that images are not selling. I have seen several images converting very well. And then I've seen several videos not converting well, okay, everything is a subject of tests. All of these years, I have set up my ego on the side. And to be honest with you, at this point of my life. I'm not even criticizing creatives, I'm just testing them, because there are several times that I was wrong. And I loved videos that they didn't work. People that are going to buy they're going to decide what they like and what they don't. But if we talk in technical terms, don't blend them together, because the images are never going to get enough chances when you put them aside.Andy Splichal:
Now, are you only running conversion ads? Or are you using any other kind of Facebook ads?Konstantinos Doulgeridis:
Okay, so yes, I can. I'm using also catalog ads for retargeting when we're having companies that they have big catalogs with several products. But I'm running only conversion ads, I know that a lot of Facebook representatives are actually talking about having traffic campaigns and then the target, I consider this. How am I going to express myself here, I consider this actually, I don't not going to say a fraud. But let's say that there are salesmen and they try to do the best that they can so that Facebook can make a lot of money. So, for me, the most important thing to understand here is this. When you're doing conversion campaigns, you're asking from a very sophisticated algorithm to give you sales. And then Facebook is working like this. It says Okay, Andy, was a sale, let's find similar people like Andy. And then Kostantinos comes and then says, Okay, let's find similar persons like Kostantinos and Andy. And this is how it optimizes. So when you're doing conversion ads, you're helping the algorithm understand that this is what I want. Don't give me anything else. I just want this kind of results. If you're doing traffic ads, you're saying to Facebook, that doesn't make people to decide, I don't care if they're going to convert, this is the message that the algorithm is getting. And guess what? There are a lot of people that are clumsy clickers because they have a very big thumbs. Okay, there are a lot of people that they are just clicking and they never buy. Facebook knows very well these people do you know how, Andy? Because all of these years find us. It knows very well, if I'm a serious person when I'm clicking to an ad, and if I'm going to buy, because it's a game of statistics, if I'm clicking on ads, and I'm buying 80% of the times, guess what, I'm going to be targeted with a conversion campaign. But if I am a person that then just zip traffic and I'm not buying, I'm going to be on traffic campaigns. So whoever is doing traffic campaigns is getting all the junk traffic that is not converting, and whoever is doing conversion campaigns, getting all the good traffic. And the philosophy that Facebook has that you're going to do traffic ads, and then retarget them with a conversion campaign so that people can convert, it's totally wrong. Why? Because there is nobody there to combat, all of them is bad traffic, nobody's there to combat. So I'm always doing conversion campaigns, I'm totally against doing traffic campaigns. And I have never done traffic campaigns. Unless if you have a blog, if you have a blog, and you just want traffic for people to read. Okay, do it.Andy Splichal:
Now, that makes a lot of sense. Now, let me ask Konstantinos, how did you get started running Facebook ads?Konstantinos Doulgeridis:
Okay, so it was a personal thing of mine that I had my own Ecommerce store. I was very naive. Back in the days, I thought that I could do dropshipping. And then I realized that it's not a sustainable model. And I was actually trying to sell Disney items at the start. I didn't even know anything about copywriting or whatever. And Disney is actually one of the companies that it's actually is going to hunt you down even for one sale. So it's crazy. But I stopped this immediately.Andy Splichal:
Is the long arm in the mouth switch degrees.Konstantinos Doulgeridis:
No, thank God. I think God no, no, no, no, no, don't ever say that. I was even using the free shipping model at that point that I was I was telling that get this item just pay for shipping, you know all these old ideas about. So the thing is that I started doing Facebook ads, and then I started having a cooperation with someone in the United States because at that point, it was very difficult for me as a Greek citizen to have United States PayPal and stuff to get paid and have an Ecommerce business. It wasn't that easy at that point. Now even stripe is on Grece, which which is something that happened one year ago. Imagine that. So it was very difficult for me to conduct business. So I found a partner and we started an Ecommerce store together which was print on demand. And then we switched to having our own stock, which is a store that I sold for three years ago. And I realized, immediately after two or three years of doing that, I still had my nine to five job at that point. And I was just going to nine to five. And then from five to five o'clock in the morning working on my side projects, and again, the next day and stuff, it was painful. And I immediately realized that I have, I want to consider that I have a talent on Facebook ads, I could understand how the algorithm is working by testing and stuff and have my own philosophy about Facebook ads. And this is what I'm doing now. I'm trying to show to people my philosophy about Facebook ads, because it's not about hey, I'm doing Facebook ads that's it, I am very passionate about Facebook ads, I'm gonna say it's a love hate relationship with with all the things that they're doing from time to time, but there are also a lot of things that they're doing, which is helping a lot. So this is how I started. And then I also realized that being a freelancer is going to give me an access to several accounts. And I was fortunate enough to have very good results and work with very big, very, very, very big companies. Even scaling accounts to 1 million per month in spent. And yeah, that's my story. This is how I started. And I think that I'm going to do this for several years.Andy Splichal:
So based on your philosophy, what is one piece of actionable advice that you could give to somebody thinking of starting to run ads using Facebook?Konstantinos Doulgeridis:
Okay, so if we are talking about now that things have changed a lot, and it's not that easy to initiate anymore to Facebook, because training your pixel, it's actually much more difficult from what it used to be. Facebook recently removed a lot of interests also that we were able to use at the start of new accounts. For me, the most important is the way that I close my videos always on YouTube is this be creative and be consistent. So I believe in creativity, when it comes to creatives and stuff and also to creativity in terms of, hey, you're not going to copy someone else, just try to find your own thing that is going to work try to be an enterpreneur. Okay, because a lot of times people think that because it's Ecommerce, it's something that it is just a hassle, you know, it's not a serious job, it is a very serious job. But it needs a lot of time and a lot of dedication to do Ecommerce. I know, I had more than 20 employees at some point. And it's difficult to actually be good at everything you need to know a little bit of everything and be able to manage people. So when you're starting a business, and you're doing this, you have to be creative with your creatives and stuff. And you have to be able to manage personnel for the things that you want to do very good in organization. And the other thing, if we talk about Facebook, as Facebook, be consistent, do ads, be prepared to lose some money at the start, so that you can make later. Test, experiment with your funnel. Five, find that way that's working for you in order to have conversions, don't just expect to go in the first month and make money. If you have 5000 on the bank, and you want to go all in, don't do it, have a capital, save your capital, because you are not going to be able to rebuild it and start doing Facebook ads in a way that is going to be efficient for you. You're going to start learning. And you're also going to start seeing what is converting what doesn't what your what is your final problem since that Ecommerce is a marathon, okay, it's not a sprint, and you need to be there to actually see all the difficulties that are going to come to your way and try to overcome them.Andy Splichal:
So there are a lot of experts, you know, amazing quotes or an experts, a lot of experts teaching how to run ads using Facebook. What makes your stuff different?Konstantinos Doulgeridis:
Okay, so if someone goes to my YouTube channel, and they start watching my videos, first of all, they are going to realize that I'm showing live accounts, okay, which is very crucial for me, I believe that you need to show live accounts so that people can see that what you're doing is working. The main reason for that is not for your credibility is because you need to show that I'm showing you 20 strategies, and maybe five of those are going to work for you. But if they don't work for you, it doesn't mean that they're not working. They're working in other accounts. This is why I show live accounts, which is actually very difficult because we have to blur all personal informations and stuff for my clients and stuff. So it's actually more work for us. But still, I think that we need to go down that path. Second thing is that I don't just do Facebook ads with what Facebook is saying. I'm testing. I have a network of friends and associates that they're doing also Facebook ads, we have access to more than 120 ad accounts. We know what is working in which period is working and why it's working. We are testing a lot and we are testing with smaller budgets and bigger budgets. And the last thing I I have a philosophy about Facebook ads, and I don't just blindly follow whatever I see, I just tried to understand it in a technical level, the thing that they told me about videos and images, I was testing, I could understand that it was not okay. Because when you, I was putting videos and images together, only the videos were working. But I didn't say that to say to someone don't put videos and images together just just because just because I tested it, I found a way of understanding and explaining to people why it's not working. Okay, in a technical level, being super technical with Facebook ads. You know, sometimes in religions, we try to say that it's impossible for us to understand the God, okay, we're just trying to explain it in with our human brains, the same thing is happening with Facebook, we cannot explain how this algorithm is working 100%. But we can find ways of justifying why it's doing this or that.Andy Splichal:
So if a company is looking to hire an agency to run their ads, what do they need to be careful about?Unknown Speaker:
Yep. So a lot of agencies are reaching out to me, I'm working with none of them, I will tell you the main reason. The main reason for me is the lack of communication, most of the times when you're hiring an agency to work with you, and you're not working directly with a freelancer, it's a problematic situation. Why? Because for the past, not 10 years, but let's say five years, I haven't taken a single day off, I might work from a beach in the Caribbean Sea and do my optimization. But every day I'm there. And I'm looking on the ads, and I'm optimizing, you cannot take a day off when you're doing doing nothing. You know, when you're doing Facebook ads, and you're spending a lot of money. With the agencies, the problem is the lack of communication between the client and the freelancer who is actually doing the ads. And when you're having a very good communication with your client, you can fix things, you have to be available to answer and stuff. And this is for me the biggest problem with agencies. Also, another thing is that they just want to scale and they don't care about the success of their clients. They just want to take accounts, accounts, accounts, whatever it is working is going to say whatever it doesn't, it's going to leave. So they're not actually solving problems. They're just trying to find easy solutions for something to work. Let's say they just want to have a difficult and easy account so that they can pile them up and they can actually scale. And the last thing is that in an agency, you might have one good person that is doing the ads and other person who is not so good and stuff. So you might find in discrepancies in terms of performance from account to account.Andy Splichal:
Now Amazon is quite popular. I'm curious. Are you running ads for your clients to their products on Amazon? It All? Or generally? Are you running ads going to a client's own website?Konstantinos Doulgeridis:
Okay, so in general, are we not we prefer we advise all of our clients to run if you're serious about Facebook ads, and I will tell you why. To run only to their site wherever we can actually track what is happening inside the Amazon platform you cannot track what are the sales. And the problem is not let's say for example, okay, don't track it. But if it's going to work, you're going to have sales fine. Okay, if you want to do it like this, do it. But Facebook is working with optimizing the way that I told you, it's finding one person than another person than another person. So if there is no feed back from the place that the sales are happening in order for Facebook, know who convert it and find similar people, then there is no optimization. It's actually doing ads and not getting what the outcome is going to be. It's not it's not even conversion. At this point. It's actually branding that if we may, if we say it like this, because you're just doing branding so that people can buy in the long term. If you do it for branding purposes, okay, if you just want to fuel some traffic so that you can have some data, which is going to help you with your Amazon sales to the future. Okay. But if you want to do it sustainable for many years, you cannot do it without having back tracking data to Facebook. And this is never going to happen, by the way because Amazon has its own marketplace.Andy Splichal:
Now, you mentioned the iOS change that happened whyKonstantinos Doulgeridis:
can I say something before that? Just one thing?Andy Splichal:
Although I consider Amazon one of the best ways for some people to make money compared to print on demand compared to a drop shipping or other forms. Amazon FBA I have met and this is how I measure it. I have met some successful dropshippers but still still they didn't have a sustainable business for long. I have met more print on demand successful people with had some sustainable businesses, but later on if they wanted to scale they did their own, actually manufacturing of clothes or whatever they did. And I have met a lot of people that they are successful for many, many years on Amazon. This is my feedback after meeting so many people in so many accounts,Andy Splichal:
But just not for Facebook ads?Konstantinos Doulgeridis:
not through Facebook ads. Yeah, they're doing other stuff, and they're successful. And do you know how emitted they come and they say that, okay, I have sales on Amazon. But I want to build my own store, so that I can have sales also there. And most of the times, it's not working, because Amazon, it's the platform that is giving them sales, and their product is not supposed to sell on Facebook, because it's an ordinary product or whatever, people can still find it on Amazon, it's famous there. So this is a situation.Andy Splichal:
So you would recommend not only just send an ads to your own website, but not having your products on Amazon. So what I'm hearing, if you want to run Facebook ads?Konstantinos Doulgeridis:
if you want to run Facebook ads, I wouldn't suggest someone to have to send traffic to Amazon. But if someone wants to have both, it's fine. Okay, I'm going to it's going to be two separate funnels, okay, that there'll be shortly, identify the separate and they are going to be criticized as separate.Andy Splichal:
Sure. Now, let's back to Facebook. If you had a crystal ball, where do you see Facebook advertising heading in the next 12-18 months?Konstantinos Doulgeridis:
Okay, so every market has its own rules. And after some point, we can see that the markets tend to have a new balance. This is what is going to happen. Also with Facebook, all the people who cannot afford advertising anymore with Facebook, they're just going to leave. And all the people that they have been creative, consistent, as I say, and they have done all the things that they could do. Or if they're very old, advertisers from Facebook, and their pixels are strong enough to do grow targeting and other things. These are going to stay that means that we are going to have a new balance, which is actually going to be a new balance of people that they are actually going to be able to afford advertising on Facebook. And this is a point that we will be able to criticize and say what are the new CPMs. And if new companies and what kind of numbers new companies need in order to initiate on Facebook, I don't see Facebook or Instagram closing or something happening to them. They're a massive platform with several billions, if not trillions behind them to actually close and stop. Because I hear a lot of things about TikTok, overruling Facebook and stuff, it's not going to happen. The thing here is that we're going to have a new balance and a lot of whining in the process, Andy, from people that are just not going to be satisfied anymore with Facebook because they haven't done anything to adapt to the new reality. But you know, this is part of the game. It happens all the time. And COVID was also a period that a lot of people didn't adjust and we have a new receptor on the market.Andy Splichal:
Now, this is one of my favorite questions that I asked every guest but personally Konstantinos Are there any business books out there that you can attribute to your journey as an entrepreneur?Konstantinos Doulgeridis:
Mine. So as an indefinite books, I think as a mindset, you know, one of the best books that I've read is Rich Dad, Poor Dad from Robert Kiyosaki. And he has also some other books that I like, I find them a little bit repeating inside, but still, there are things that people that they are becoming successful, or they are successful already they can relate to, and they can understand another if we are talking about Facebook ads, to be honest with you, I wrote my book for this reason, because I couldn't find any book with an extra information, you know, something to tweak your brain, something to bring you something fast. And it might sound a little bit strange. But I think that a lot of times the books that are being created for the social media platforms, they are not sophisticated in a way of showing a philosophy, but in a way that they're trying to get clients. And when we're talking about enterpreneurship books, I can tell you that there are a lot of books out there. I just mentioned Robert Kiyosaki, because this is the one that I liked, maybe, maybe because it's one of the first enterpreneur books that I actually read, too. And you know, it has a special place in my heart. But yeah, that's my answer.Andy Splichal:
Let's let's talk about your book you might be facing maybe some of the same issues that I have with my books on Google, which is, you know, it's hard to keep them up to date. And actually, I just had to to republish the first one here because everything changed so much. How are you addressing that issue with your book?Konstantinos Doulgeridis:
Okay, so in my book, I'm talking about my YouTube channel, the best way to keep someone super updated for me is YouTube. And this is why I do all of these videos. I'm even going to try to make them four per week if I can, but it's impossible right now. Because we are taking care of having good audio, good video, good content, and all of that and good quality. So it's taking more time. But as as the book, but for the book, what am I doing is that I'm doing for the super technical pastor, they're changing some changes that he publishes, from time to time. I'm going to do my first one now with the things have changed. And I'm encouraging people. And I'm also saying to people in my book that look, I'm showing more of a philosophy and some Saturdays that may work or may not work right now. But if you want to be super, super updated, you can be expected to expect to be super updated with the book, you have to come to my YouTube channel. Okay, because both of them are free. My book is free on Kindle Unlimited, and my YouTube channel is always free content. I'm, I'm not hiding anything, by the way, I'm going calling to my videos, not holding anything. So if you want to be super updated YouTube, if you want to learn about the philosophy, and how we run ads, and understanding what the algorithm is a book, which I'm trying to update from time to time, you know, just for the people that are going to be super strict, and they want you to have it super updated, always,Andy Splichal:
Who is the perfect client for working directly with you.Konstantinos Doulgeridis:
So, always as marketeers, we like to work with bigger accounts, okay. Bigger accounts means that it has data, you can scale it, it has potential. But I'm also onboarding companies that I believe in them that they can do well, if I see any fresh ideas or anything. I'm also taking these companies even if they are startups. But the best ideal client is a client that is already having some success. And he's having problems scaling. Okay, he doesn't found a way of scaling, because he's listening to Facebook representatives or he had bad experiences with agencies, as long as he's open to a new cooperation, and he wants to embrace what I'm telling and what I'm doing, I'm going to show him, of course, live accounts, just for the credibility to see that whatever I'm talking is working, I'm not just a crazy guy, because a lot of my services are a little bit unconventional. And as long as I'm also a person that is explaining everything, I'm not saying we're going to do this just because they want to I'm explaining why we're doing everything on a technical level. These are the type of clients that they want clients that they have already run ads, they have some data, they have some success, they have found their best sellers, which is very important for the store, because in the store, not 100% of the sales is coming from all of your products. 80% of the sales or 90% of the sales is coming from your bestseller, which is something that you are focusing more on your Facebook ads, having a good funnel working, being, being, a little bit familiar with the platform so that we can have this interesting conversations. The way that I approach the clients in general is this, I believe that I'm not the person that is going to be able to sell their product better than them is their babies, okay, they know how to sell their product better than me. But they are lacking the technical experience. So for me, like cooperation of my technical experience, and their sense of branding, and the way that they know how to sell their product, if they are already successful with it. It's what it can make, you know, miracles.Andy Splichal:
How does your fee structure where are you taking a percentage of spend? Is it a monthly retainer, that's a flat monthly retainer, how does that work?Konstantinos Doulgeridis:
Most of the times it's a monthly retainer based on the ad spent. And in, in several cases with bank accounts, I'm doing revenue setting think maybe, let's say 10% of the spend as long as we meet specific criteria, like two or three rows for us, whatever the number of the business can be, but also there has to be numbers that we can actually achieve. So big budgets, big accounts, revenue sharing percentage of the amount spent, and in smaller accounts I'm working with flat fixed fee.Andy Splichal:
And how can an interested listener learn more about working with you or your books or your courses?Konstantinos Doulgeridis:
Okay, so the best way to actually see my content and everything is on YouTube. that YouTube is actually my name, okay, Konstantinos
Doulgeridis. It's it's my name they can, I know that most of the people will not be able to spell it right from from me saying it, but they can see it on the title of the podcast, I guess. And you will put a link. So this is the best way, my book is on Amazon. But if someone comes to my YouTube channel, they will be able to see links for everything for all of my social media for my free course that I have so that people can start doing Facebook ads for everything is there on the description of each of my videos.Andy Splichal:
Well, this has been great. Is there anything else you'd like to add before we wrap it up today?Konstantinos Doulgeridis:
No, I feel it was a great conversation. And we have that a lot of difficult topics about Facebook. I think that whoever wants to learn more about Facebook ads, they can visit my YouTube channel, everything is there. several videos to take ideas and stuff and whoever is interested in his having a budget and the business and another account working and staff they can always reach me. I'm always open to a new cooperation.Andy Splichal:
This has been great. Well thank you for joining us once again Konstantinos.Konstantinos Doulgeridis:
Thank you, it has been a pleasure.Andy Splichal:
For listeners. Remember, if you liked this episode, please go to Apple podcasts and leave us an honest review. And if you're looking for more information regarding Konstantinos or his book or his course, or his YouTube channel, you'll find the links in the show notes below. In addition, if you're looking for more information on growing your business, check out our all new podcasts Resource Center available at www.makeeachclickcount.com. We have compiled all of our different past guests by show topic and included each of their contact information in case you would like more information on any of the services I have discussed during previous episodes. Well that's it for today. Remember to stay safe, keep healthy and happy marketing and I will talk to you in the next episode.