Ryan Carroll is a Facebook Influencer, and Entrepreneur. In this podcast, he will cover his secrets to creating growth for eCommerce business, and how to drive traffic using Facebook ads.




Show Notes


You are listening to the Manos Accelerator podcast in partnership with Google Launchpad. We interview rockstar entrepreneurs who share their exact formulas for success in customer acquisition, growth hacking, fundraising or scaling a company. And I’m your host, Juan Felipe Campos. Okay, Manos Nation! Remember for every episode there’s a giveaway of digital goods or resources from our partners that other people would normally pay for. To enter the giveaway, subscribe to the podcast on iTunes now and then message the word “Manos” to m.me/ManosAccelerator. Again, that’s Manos to the website, m.me/ManosAccelerator to prove it

Juan: 00:46 Today I am with…

Ryan: 00:46 This is Mr Ryan Carroll.

Juan: 00:46 And Mr Ryan what do you do?

Ryan: 00:52 So I actually run eCommerce companies. I drive traffic through media buying mostly Facebook ads. I drive them on my website. Um, I pretty much just drop ship. So I sell products for 25 bucks, but I buy them wholesale price for five bucks, right? So it’s all about just buying that traffic and getting enough traffic to the site where they actually convert. Right? So.

Juan: 01:12 Perfect. So this is super relevant for those tech founders that are looking at Facebook ads as a solution for how am I going to create a predictable source of income for my company. So you can’t just cross your fingers, hope that you know SEO shows up or that you’re going to go viral. This creates money in money out, money making machine for your company that you can break down and say, for every dollar I spend I make three back and Facebook is a great solution for a lot of us, right? Let’s say someone’s getting started, how much money do they need to be spending on Facebook ads to be getting good test to be getting good results and start snowballing from there?

Ryan: 01:44 I mean you can technically be getting good results with spending $5 on an ad set, right? In the beginning. For anyone getting started, I would recommend you have a few hundred dollars for testing. Um testing is one of the biggest things with Facebook just because they have so much data on everyone. You know, you and I, everything we’re doing, clicking, buying. So there’s so many people out there. You can actually target based off of their demographic interests and behaviors, so depending on what their ideal customer is, right? If it’s us, if it’s big tech companies, whatever it is, they need to be able to niche down and find those ideal customers on Facebook and start targeting them with different kinds of ads with whatever they’re trying to sell, right? Whether it’s SaS, whether they’re looking for private lending, whatever it is, finding your ideal customer is, uh, the main thing with Facebook ads.

Juan: 02:28 Right so this is a, this is a great exercise for founders who think that their product is for everybody. And actually by running a test on Facebook, it forces you to be really specific about, no, it’s not for everybody who is it for specifically, like what are they interested in? And it really forces you to kind of build out this ideal client persona and then you start running the test behind it, right? So you’re saying starting at $5 a day, I can run a test, how much traffic do I need to see before I start? Then making changes on my website, A/B testing and actually generate sales from this?

Ryan: 02:57 I mean I would spend $5 but on multiple ad sets, so don’t get, don’t get me wrong. So multiple ad sets means different audiences. There’s this thing called blanket testing, so I’m going to blanket test pretty much every audience out there that I think would want my product. Okay. From there I can actually just start cherry picking the best ad sets which are going to obviously lead me with the good ones. I can start scaling up, I can start spending 10, 20 all the way up to hundreds of dollars a day on these ad sets when I’m seeing an ROI, okay.

Juan: 03:24 Okay. So once I’m. So I go into the Facebook ads platform, I create different ad sets. I start spending $5 per ad set to run tests and I’m sending traffic right now. It’s just cold traffic directly to the website to see if that’s working. Then on the website. Am I doing at this point any kind of A/B testing to change the color of a button, position things differently? Or not at this point yet?

Ryan: 03:46 I would say yes, you could and you can also, what’s cool if you do A/B testing, you can create multiple ads inside of the ad, so the ads or the actual creative part. So if maybe you have one URL that you want to send that audience too, so you can ab test those with different URLs, different landing pages if you have different click funnels, whatever it is, that way you can kind of see, okay, which ad is working with, right? So you found the right audience, let’s just say, well now we have three different ads. One’s going to one click phone, one’s going another, you’re seeing what’s working, then you kill the bad ones and Facebook will actually start optimizing around the good ads themselves. Um, so they’ll kind of do it for you, but you can just automatically turn off the bad ones too, which is pretty cool because you can scale up the good ones and there’s definitely a lot of testing, a lot of A/B testing for sure.

Juan: 04:26 Totally. And this is a problem that many of us fall into this trap is sending all of that cold traffic directly on just the homepage. And not creating a specific landing page per ad test, so you’re never fully testing out one value prop beginning to end because if you think about it from the customer’s point of view, they see an ad that says we have XYZ feature to help you solve XYZ problem. And then they go on the website. It’s totally different copy and it just looks totally different. It’s confusing for the customer and you’re really bleeding out a lot of traffic. People get to the website, it’s not what they thought and they just leave.

Ryan: 04:59 100 percent. People, I mean they don’t have time for that now more than ever too. If someone goes on a website and right away it’s just, It’s not the same thing. You can exit out so quick. They’re back on their Instagram, Facebook feed literally swiping back down. So you got to catch their attention. You got to drive them to the place that they think they’re going. So definitely link them to that right place to be very transparent with what you’re trying to do once they get to that click funnel. And I would say once you do get to click funnels, make it almost have upsells, right? Upsells was definitely where the, the, uh, where the real money’s at. I don’t know if these are tech companies, I’m probably talking too, but if you’re selling products 100 percent, you have to upsell, okay.

Juan: 05:34 So an upsell for a tech or a SaS startup, it could be something like, you know, the basic packages, maybe $7 a month. How do I get someone on the $9 a month package or maybe the $7 a month package. But then here’s another product that I can incorporate as part of a bonus. So there’s still the upsell. Do you have any tactics on how we can actually execute that on a tech startup or kind of jam on it?

Ryan: 05:55 On tech? I mean I would just give them more value for bundles where it’s cheaper if they just add on an extra $10 a month, add on an extra $20 a month, but they get so much more value which is doing that. Right? So it would be stupid because I buy a lot of SaS stuff for, you know, all my businesses. If I saw I was only going to be spending an extra 15 bucks but I was going to get an extra 10 things that were going to help me, I would rather do that. Okay. So bundle it up to have that perceived value for sure.

Ryan: 06:19 Um, you know, name and like the diamond package, premium package, all of that good stuff. You know, it’s all about the perceived value for sure. But bundles are killing it right now. So I mean I’m doing that with, you know, actual tangible products. You can do it in the tech space 100 percent.

Everyone, you don't need a big budget, go out there, see what the consumer is saying about the product, right? With five bucks a day, that's not a lot of money. You got to just test, test, test, test, test, ad sets, audiences, as well as different types of ClickFunnel pages. What is going to convert the best?

Ryan CarrollFacebook Influencer and Entrepreneur

Juan: 06:32 Totally. It’s just having different pricing tiers that have different features that you unlock by paying more for it. And you know, it’s funny, we oftentimes do ourselves to disfavor of not doing what’s in the best, what’s in the best interest of us as tech founders. We do what’s in the best interests as customers always because we’re trying to really service. And so what that means is typically we try to package all of the features into one thing and then we’re like, okay, it’s $15 a month, but actually what would be in our best interest is okay with only half the features, it’s $12 a month. Then with 75 percent of the features, it’s $18 a month. And then with all of them it’s $25 a month and now you are able to create that value ladder.

Ryan: 07:10 Hook them into that base cost. Just like if you’re going to buy a car right? The MSRP. Oh yeah, it’s 150 grand, right? Two hundred and 20 grand to buy a Ferrari. Then you come out and you’re spending 280 because you get, you know, the wheels upgraded all this. So you have to have those premium packages for them. I’m going to hook them in with a great base value where they can still come in and get great value, but there’s still a need for a little bit more, right? They still want those extra features on what you’re going to help their business thrive, whatever it is.

Juan: 07:35 Right. So Ryan, you keep naming this tool, ClickFunnels,ClickFunnels, and what are other tools that we should add to the arsenal?

Ryan: 07:40 SoClickFunnels is a way to actually go out there and create really great landing pages that can pretty much lead them into whatever you want, right? Other upsells, offers, webinars it. There’s so many options, right?

Juan: 07:51 And it’s codeless, right? It’s all just drag and drop.

Ryan: 07:53 It’s super easy. Drag and drop. You can hire anyone for pretty cheap as well. So ClickFunnels is amazing. They’re subscription based, so much to play around with. So definitely recommend ClickFunnels by Russell Brunson. Another tool that I highly do recommend, um, since we’re kinda talking about Facebook ads, is CompanionLabs. CompanionLabs, is artificial intelligence that allows manual bidding to go out there on your Facebook ads and they can actually recommend budgets as well, depending on how the day is going, on your conversions. Pretty much, it’s pretty much artificial intelligence.

Juan: 08:20 Is it like AdEspresso?

Ryan: 08:24 It’s not… I don’t know about AdEspresso. It could be similar for sure. I’m not too familiar with AdEspresso.

Ryan: 08:29 I remember Jeremy talking about that a while ago, but CompanionLabs, it’s just crazy. I mean, the things that it has done. It’s made me a lot of money, it’s saved me a lot of money, but they do the same thing with their packaging. They have the different bundles, right? If you spend, if you’re spending more than 50K, you have to, uh, I think pay like an extra 200 bucks a month, but there’s all these little features, right? So you end up spending a lot more because you want those premium features.

Juan: 08:50 There you have it. So by creating different landing pages that are in line with every single ad set and spending at least $5 per ad sets to test them, yeah, you can just start testing, building a very predictable source of revenue for your startup where you don’t have to count on luck or Biz dev for like any of these other things. It’s just very, very predictable. You can put it in front of the right people. If you create the right customer persona in side of the facebook ad sets, you really only need a handful of tools. It’s basically just click funnels.

Ryan: 09:17 I mean, you don’t even need a CompanionLabs yet. At this phase. If you’re spending five bucks a day, that’s when you’re at the, you know, the hundreds of dollars a day spinning. So at first it’s like everyone, you don’t need a big budget, you know, go out there, see what the consumer is saying about the product, right? With five bucks a day, that’s not a lot of money. You got to just test, test, test, test, test, ad sets, audiences, as well as different types of ClickFunnel pages, right? What is going to convert the best?

Juan: 09:40 Okay, perfect.

Juan: 09:44 Okay. Manos Nation! Do not forget your chance to win digital goods and resources on every episode right here on the podcast. It’s very simple. You just subscribe to the show on iTunes and once you’ve done that, message the word “Manos” to m.me/ManosAccelerator. Subscribe on iTunes and then message and then message Manos to the website m.me/ManosAccelerator. See you on the next one.

Juan: 10:10 Ryan. As you continue to grow and push your company forward, where’s the best place for people to stay in touch with you and learn more about what you’re doing?

Ryan: 10:17 Yeah, one hundred percent. Honestly, my Instagram is where I’m most active. You know the millennials always on Instagram. It’s ryanacarroll. That is my instagram, ryanacarroll, c a r r o l l. always got to plug that in, but yeah, hit me up on there if you guys have any questions or anything like that about Facebook ads. That’s where it’s at.

Juan: 10:32 Perfect. Thank you so much for coming on the show.

Ryan: 10:34 Yeah man, thank you I appreciate it.

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Juan F. Campos

Juan F. Campos

Juan Felipe Campos serves as Partner and VP of Technology at Manos Accelerator in partnership with Google Launchpad. He has graduated his company NomadApp from the largest accelerator in the world, Plug and Play, and the Go Silicon Valley program. Juan helps run the largest digital marketing community in Silicon Valley with over 18,000 members. He serves on the board of directors of green construction tech company Greenovate Construction and Argentina’s Examining Board of Tech Accelerators (+$34MM fund). His companies have been featured in major publications including Entrepreneur, Huffington Post, Inc. Magazine, and Forbes.