Simple $1 Per Day Ad Strategy for Business Growth | Curt Maly | Scale with AI Summit 2024

[Music] hey everyone my name is Kurt Molly and welcome to this hackathon session where I'm going to be talking about the dollar a day strategy and ethical propaganda I'm super excited to be here with the scale with AI Summit with Darby and Kelly and I just I'm just really excited about this I've been playing with AI a lot I tell people that I have a PhD in AI marketing that is what we call a public high school diploma so I'm going to show you some stuff that I am doing with duct tape and bubble gum

and you may automate these processes even more but I'm going to go ahead and jump right on in so we can get right into the meat and potatoes of the overall presentation so again my name is Kurt Molly I'm a leading consultant on digital advertising I speak all over the world I love AI I've been doing Facebook ads pretty much since uh Facebook well now meta has really been around and been running ads and it's just something I'm super passionate about your probably going to hear it come out in my voice uh where I talk

kind of fast I really go over a lot of information here but I just I just love marketing overall and now on top of it what we can do with AI oh my goodness I'm able to do things now that I wasn't even close to be able to do 18 months ago well over the last 17 years inside of our marketing agency I mean we worked with a lot of who's who in the online space professional athletes New York Times bestsellers we've worked with celebrities people on Shark Tank we've worked magicians and musicians we've also

worked with National Speakers a lot of people that you actually may know or see Brians of online we've worked within some capacity over the last 17 years and again it's just I just have a passion for this type of marketing and I love to be able to either do this for other people or like in this case show you how to do it on your own now you're going to see a lot of wrestling images in here here's a Cheesy image of me holding up a bunch of belts well back in 2019 I was awarded

the masters of marketing champion ship belt by Todd Brown see I was invited to a room where there's about 30 other media buyers in there really some of the best media buyers in the world at the time and essentially what they did is they ended up giving out a wrestling belt the one that you see on the right hand side that championship belt they ended up giving away that belt to the person that had the most documented proven resourceful strategy that was duplicatable that anybody could use and essentially I was voted in by my peers

by winning this ch chionship belt well what ends up happening is I win this belt cuz I'm a grown man who wants to win a wrest this belt and it really spurred some aha moments with meats and how we St created a brand new process called the belt method that is where we run ads for the following four segments where for belt we build belief and then we have engagement and then people who you engage with then either become a lead and or next transact so very much like what we're doing right here is I

want to build a rapport with you why we're going through the presentation I want you to be able to receive some information from me I want to build a relationship and maybe I'm down the road when it works out best for you maybe you'll become a lead and then maybe we'll transact later but it's really all about building that relationship right now and I'm going to show you how to build very strategic relationships for just a dollar a day over on meta so you're going to see a bunch of wrestling images because it ties in

with the theme of the Bel and well just besides the belt we won lots of other Awards as well too 16 and Counting so this is my brother with Molly marketing we've won over 16 different American Marketing Association awards and really leveraging part of the strategy I'm going to show you right now right we do anything from Radio TV billboard Google Facebook direct mail so much more but we use all of these traditional proven processes and online marketing and I'm telling you with the online space right now we have so many advantages I I I

can't wait to show you in the presentation so here's your road map to the dollar a day meta ads now I'm going to call this ethical propaganda you're going to see why here in just a little bit the first thing we're going to cover is propaganda how do we turn this hyper targeted emotional stories into what I like to call ethical propaganda and priming the algorithm using the golden ad process to optimize for results we're basically giving the ad Network exactly what they want I'm going to talk about our hot 28 retargeting strategy how we're

using AI with that retargeting tactics Drive engagement and conversions and the dollar a day brewprint basically some proven steps for Effective really lowcost ad campaigns a dollar a day so talk about propaganda first you know there's a lot of bad connotations which there should be from propaganda like more doctor smoked camels than any other cigarette it didn't say smoking was healthy it basically just said more doctors smoke camels than the other cigarette so at the dark side it's manipulation misinformation deceptive practices that's not what we're going to show you how to do especially like hidden

agendas like uh I'm 40 6 years old so depending on your age you may have learned about the food pyramid my mom still believes in the food pyramid no it was set up with a bunch of lobbyist and propaganda the only reason the food pyramid is laid out the way that it is is because of lobbyists not because of nutritionist so we want to make sure that we're telling people the truth but we're gonna I'm going to show you how to do ethical propaganda not some of the things that we just kind of believe as

truths with the regular old age propaganda so who is ethical propaganda example well ethical propaganda it's redefining the concept so we want to be informative we want to be sharing truth and valuable content it's going to be super targeted especially when I'm showing you in the dollar a day reaching the Right audience with the relevant messages transparent clear about the intentions and the sources beneficial aiming to help and not arm or mislead so our mission overall with this presentation is transform propaganda from a dirty word into a powerful ethical marking strategy so the digital age

let's talk about social media and the modern newspaper I mean it's essentially called the news feed for a reason so when you log into Facebook or you log into Instagram there's going to be these cure rated stories that are cure rated just for you if we're in a room of a hundred people and we all log into Facebook at the same time we are all going to see different posts at different times depending on what we want to see so just imagine a physical newspaper in front of you a physical newspaper is written for everyone

the newspaper has to kind of take a guess of what should be on the front page the second page the sixth page the 10th page where should the advertisements be well our digital that's why it's called a news feed our digital news feed is customized for we all want to read individually so I'm going to show you how to exploit or leverage the current social media AI on meta to make sure people are seeing your content now the implications for advertisers whether you're doing this organically or with PID traffic knowing how the audience consumes information

helps advertisers craft content that fits seamlessly into this digital experience all right ethical propaganda anyone can ACC this personalized news well you have the Facebook Newsfeed the Instagram Newsfeed so we're going to create a tailored newspaper for a perfect Avatar at the perfect time at the very perfect moment this is going to help align with their behaviors likes engagement patterns you're going to see of course how to do this in the buyer's brief book I'm going to talk about that how we're leveraging that with AI in just a couple of minutes and we're also going

to blend organic and paid strategies because once you understand really have the social media networks work I'm really talking about meta the other ones kind of follow suit in very similar ways but I'm really talking about meta here once you understand how it works then you know it's just about creating more content I'm also going to show you the new frontier for advertisers just meaning because we can get so personalized and so hyper targeted we don't have to spend a whole lot of money to have a huge impact I like to call these things micro

budgets you're going to hear me talking about a dollar a day strategy here just coming up too so here's the crystal ball here's decoding Facebook's overall algorithm so how the organic algorithm works so I was on stage just recently I'm actually in Los Angeles right now giving us on this exact same topic and essentially what I did is I gave this speech which you see hear this image of in Las Vegas what I did is I wrote a long form post I think it was like 8,000 or 8,500 characters long readers are bued people say

people don't read these days no they do I wrote a long form post on my personal page and I started to get a lot of comments I got a lot of likes and I just doubled down on the stuff that worked well as you know when you post on Facebook and Instagram sometimes lots of people will see it sometimes hardly anybody will see it sometimes your best posts that you thought were going to work great don't get seen at all and sometimes posts that you just randomly threw up there get a lot of attention why

let me show you how the algorithm works so you're going to post something let's just say on Facebook or Instagram they both pretty much work the same way what's going to happen is let's just say say Facebook Facebook's going to estimate action rates that means Facebook's going to look at your post and basically analyze the post how do the how does Facebook think people are going to respond is it relevant is it positive there's all these different qualifications that Facebook's looking for isn't there crystal ball wondering okay how many people should we show this uh

this post to again I'm really talking about the organic post well what's going to happen next is Facebook's basically estimating these estimated action rates is this relevant for the audience will people read it will people consume it Facebook wants to show your content but she Facebook's only going to show your content if it's relevant and improves the user experience so Facebook's going to make these estimations and then Facebook's going to show your uh your ads to just a small audience in here sorry your organic post Facebook's going to show your organic post right here to

a small group of audience now what's going to happen from there depending on what actually happens with your post are people actually reading it are they engaging with it are they leaving comments do they like it so just because they like and share it doesn't give us a huge relevance there's a lot of people who don't like or share anything who are reading who are engaging so what's going to happen is the more people that read and engage the more that the post is going to get seen now what's going to happen is the post

is going to get seen by even more people if Facebook or Instagram believes this post is really relevant a lot of people want to see this content so the more relevant your post is written to the right person at the right time the more of the post is going to get shown now I don't like to use the word virality I like to say amplifi so how do we make sure that people are seeing our post how do we you know people say I get Shadow banned no one ever sees me in some instances there

is a shadow band but I'll tell you A lot of times what happens it's because people are putting out a lot of content that's not relevant so even when you put a post that you think is highly relevant out there and nobody engages with it it's because the platform doesn't feel that it's relevant to the other users so we want to make sure we're creating content that's very specific for the right user again if we dive into the buyer's brief book we're really going to understand that experience a lot more to make sure we're writing

for the right content at the right time so Facebook and Instagram will show our cont content well let me show you how the paid algorithm works it's very similar to The Organic algorithm now here's the big difference we have an advertiser's bid and then we have estimated rates of actions user value and then that's going to determine if the ad is actually being seen and clicked on so the advertiser's bid so the advertiser's bid is two things one okay you're going to bid for an objective do you want to get leads on on meta do

you want to get sales do you want people to watch your video do you want them to engage on your ad so when you click on one of those buttons what do you want from Facebook so let's just say we want to go out and get sales okay great so we want to go out and get sales and we want to Target entrepreneurs now that I told Facebook that I want to get sales and I want to Target entrepreneurs Facebook basically just going to charge me a rate to place the ad it's called a CPM

cost cost cost per thousand Impressions essentially so we're basically give this advertisers bid right and we're going to go ahead and say hey I won purchases and I want to Target entrepreneurs now what we're going to do is we're going to submit our ad creative and then met is going to take a look and say okay how do we think the ad creative is going to perform how did the ad how did the ad actually perform are people clicking are they reading are they engaging engaging means are they consuming Facebook wants you to make leads

in sales but it has to be relevant content so Facebook really wants to make sure that you're targeting the Right audience with the right message at the right time so the right person reads the right message engages with the right message clicks on the message and then becomes a leader seal if people are not reading your messages Facebook knows it's not relevant or meta knows that it's not relevant if people are not clicking on your ad and if they're not becoming leads or sales then meta also knows that it's not relevant and your ad costs

actually go up so Facebook wants to produce for leads and sales we just really got to make sure that we're writing the right content for the right person at the right time so we want to win with ad creatives we want to put a whole bunch of different ad creatives out there so what I like to do is I like to post a lot of organic posts to see which kind of cream Rises to the top so it's really about a gain not who has the best headline who has the best overall content whether that's

organic or is I'm going to show you you paid here in just a couple of minutes so we like to do is we like to take the information like in the buyer freak we really like to take the information and build out our whole customer Avatar what we're going to do is we're going to create a GPT around that Avatar so I'm going to show you one of the strategies that we're using where we really build out the buyer brief we really build out a really good custom avatar that next what we're going to do

is we're going to come up for Content ideas that relate to the Avatar and that also tie into our offer so I'm going to use AI to create a GPT to basically upload our entire buyer Bree I'm going to upload that then I'm going to upload screenshots of our website of our funnel and I'm going to type in what are my goals so I want 20% of people or 30% of this people to go to this page I want them to opt in so I'm going to show basically the GPT here's my buyer brief here's

my goals for my funnels and then essentially what I'm going to do is say hey I would like for you I like to use these words I want you to create me 20 radically different content ideas for me that I can record videos on or what I like to do with clients is we will either set up an interview with them oneon-one where we can interview with them questions and use AI to edit the videos or what we do is we just basically have ai through creating this GPT create for us 25 interview questions that

basically we can just read to the camera and AI like Opus Clips can help us edit up some of the clips so this is what per use the buyer brief information for uh by the way if you want to create a GPT that looks something very similar to this is by uploading that buyer brief many of you already know how to create a GPT it's just surprising to me how many people don't know how to create a GPT so if you want to create a specific JP GPT for your avatar you can go ahead and

click this right here it'll tie in the buyer's brief book with your own GPT to ask some additional questions as well too there's no optin this just takes you directly to a video training of how to set up the GPT if you don't know how to do that okay now from the GPT one of the things that I like to do is I also like to tag other gpts you know when you use the at symbol so I love this right here viral hooks intro see what I do is I take my my buyer brief

basically I take that I upload that with this little attachment right here and then what I'm going to do is I'm going to hit the at symbol like if you're going to tag somebody like in a post and what I'm going to do is I'll give you a link to this GPT right here and I'm going to tag viral intro hooks so now I can use my buyer brief and connect it with the viral intro Hooks and it's going to analyze my avatar my offer what my goals are and then write viral intro hooks to

help get some of my videos and then the best of the best intro hooks viral intro hooks that I like I'll have this GPT write me a script that is based on a lot of Frameworks that have made other videos go viral so if you would like access to that GPT Michael Sanchez created it I always like to give him credit it's a public GPT you can see how get access to that right now I use this all the time with my buyers to really crank out some videos now I'm going to show you how

to turn your content into golden ads so I like to call this as ethical propaganda this is where meta AI is enabled so what I want you to do now this really works on your business page your Instagram page this can work on your personal profile if you have a Professional Profile where you all are able to boost post what we tell people to do in businesses to do post on your Facebook and your Instagram business account I like to say at least at least once a day the reason is is because what's going to

happen is sometimes meta Facebook or Instagram is going to look at your content and only serve it to some people and if you're only posting once a week you don't really know what works and what doesn't if you're posting once a day you're using Facebook or Instagram's AI to start out and Reach people what we want to do is once a week we want to determine what are the most relevant posts meaning which one of our organic posts or two of our organic posts got the most reach I don't care about likes or shares but

if you look in the back of your analytics for your page for your Instagram account or your page for your Facebook uh your Facebook page what's going to happen is you're going to see all the posts that you've made once a day you're going to see which post had a better reach so for example if we post let's say seven times in a week one post May reach 100 people another post May reach 125 another post May reach 50 people another post May reach 500 so the question I get is why did this post perform

better I don't know the just did but I want to enhance that post see what I want to do is I want to take a post like this where I've gotten a bunch of comments and likes what I'm going to do is I'm going to turn this into an act I like to call this omnipresence with ethical propaganda enabled see what we're going to do is we're going to activate something called the hot 208 audience this is a retargeting audience that I'm going to set up oh my goodness I love this you know I am

46 years old at the time of this recording and there used to be a say you don't want to argue with people who can buy ink by the barrel that means you don't want to argue with like a newspaper who can buy all this ink who can print a whole bunch of stuff about your business but the times are changing now because now we can print our own digital newspaper I like to call this the hot 28 newspaper basically what ends what this means is inside of Facebook you can go into for basically inside of

meta ads you can go into meta ads audiences to set up your audiences and I set up a 28-day retargeting audience for anybody who visited my website then you could also set up a 28 day AUD audience for anybody who engages with you on Instagram or a 28 day audience for who engages with you on Facebook or if they follow you on Instagram if they follow you on Facebook if they watch certain videos so basically here's what happens just imagine you have a physical newspaper in your hand right and you're reading the physical newspaper well

those news stories are written for the masses for everyone at once in the physical newspaper and then they just throw in some random ads but your news feed is Custom Design just for you so I'm going to show you how to get inside someone's Custom Design news feed so see here's what happens with the power of the hot 28 when you combine all of these different retargeting audiences together I'll give you a checklist to do this what's going to happen is someone's going to let's say someone's going to watch a video of yours let's say

they watch 50% of your video well they're automatically going to be retargeted for 28 days well 3 Days Later let's say they visit your website that clock resets another 28 days let's say they decide to follow you on Instagram that clock's actually going to start for another 28 days so as long as they're engaging with you they're going to keep on seeing your content so we want to make sure that people are seeing your content on a regular basis and here's the way we're going to do this let me let me give you an example

this is the Peter one of my favorite people now what's going to happen is is we are creating these one minute videos with Peter based off the AI information that I showed you before by using the fires by using the buyer's brief and combining that with a GPT so we're going to start posting a lot of these one minute videos and a lot of people are going to be watching these one minute videos from Peter well what happens is anytime someone watches a video from Peter posted on Facebook or Instagram or engages with a post

or goes to his website or even reads the long form post they're going to be retargeted in this hot 28 audience so it's kind of like a digital uh web right like a spider web like a digital spider web we're just going to catch as many people as possible so here's where the power comes in we're going to make sure that anybody who clicks on views or engages with any of our posts sees more of our content so again instead of running an ad that just says did you buy my stuff did you buy my

stuff did you buy my stuff what's going to happened now when someone's going to see a piece of your content they're going to log back into Facebook and Instagram and all of a sudden they're going to be like oh my goodness I saw this one piece of content of yours now I noticed everyone's talking about you I'm seeing all this different types of content you can make this happen for just a dollar a day so I call this the content Kryptonite this is where we use AI micro budgets to really light this thing on fire

so for example is as we're posting videos on a regular basis we had to posting this video find out how to fund college education while protecting your retirement see Peter's a financial expert that helps people protect their retirement so they don't spend all their retirement on College tuition like for example did you know Yale this year is charging $94,000 a year to go to school we're not even talking about room and board and shood and all the other things $94,000 so how do you make sure you don't spend all your retirement so we're posting a

lot of videos that Peter's recording on a regular basis sometimes the videos will get three or four or five views sometimes they'll get 2,000 views so we want to take the most popular videos and for a dollar a day we want to take all those eyeballs that saw the most popular video and show them all these other videos we want to make sure that when people are logging into Facebook and Instagram they're seeing a bunch of your content not hey did you buy my stuff did you buy my stuff but they're going through the experience

like what you're going through with me right now they're building engagement you're learning you're building a relationship this is where you truly can purchase ink by the barrel I mean you're literally creating your own digital newspaper for people what literally happens is we give Facebook a dollar and it's like Facebook goes out and finds the right person at the right time because Facebook's looking for high out relevance so now when people log in they're seeing a news feed that's customized with your content for what they want to see so if you're posting on a regular

basis people are just seeing one or two pieces of your content they're like oh my goodness I was thinking about this the other day and all of a sudden your video popped up my newsfeed for exactly what I was thinking it was so crazy how that works yeah so we suggest for you to do is suggest once a week week identify your two best performing posts what you're going to do is you're going to run a dollar a day for your most successful post your most engaged on post your post that your most reached you're

going to Target your hot 28 audience for just a dollar a day so each winning ad creative for just a dollar a day is going to Target that middle of funnel audience what's going to happen after five to seven days only five to seven dollars for an ad creative after five or seven days you're going to be able to tell is this ad creative working are people engaging are they watching now I'm going to give you a checklist on how to do this you can always reach out to me and I can help you go

through this but these are actual custom metrics in the back of Facebook and I know depending on people's experience kind of be what what does this report actually mean but let me just have it just show you what we can gather from just a dollar a day well one of the things we can gather is the hook rate that's 3 seconds divided by Impressions meaning are people scrolling through the newsfeed do they stop and look at your video my goal is I want to have at least 35% of people stop their scroll to watch my

video look at all these videos 79% of people who see the images of the video stop it crazy well how do I know the okay so people are stopping the scroll then the next thing is are people stopping the scroll but are they watching so I'm going to divide through place this is 15c video views divided by 3 second views again these are custom metrics and I can show you how to set this up I'll give you a checklist to do this but my goal is to have 35% of people stop the scroll this is

great 35% or more then I once they stop the scroll I want to make sure that they're actually watching the video so are they watching the video for at least 15 seconds again I like to be over 35% so right here this is a perfect example okay now that they watch 15 seconds will they watch 25% of the video do they watch 50% of the video how many people who watch 15 seconds will watch 75% of the video or who's going to watch 95% so now I'm able to tell the video content that we're producing

with Peter for example are people stopping the scroll number one number two with that content are they watching for at least 15 seconds number three if they're watching for 15 seconds do they watch 25 50 75 or 95 so now we can really specifically look at each of our individual videos and know oh this one doesn't stop the scroll so I have to have a better viral hook oh this one didn't even get people to watch more than 10 seconds we got to figure out how good our viral Hook is for the right person at

the right time oh people are stopping the roll they're watching for 15 seconds but they're not watching the rest of the video that just means we have a good hook we have a good scroll stopper but we don't have good content in the middle now we have stats for a dollar a day and5 to seven do to know how is our content performing overall I like to call this the conversion cryptonite because essentially what ends up happening is we identify these winners for a dollar a day we take the best of the best content ad

and for $20 a day we turn them into conversion ad so what a lot of people do is a lot of people will test a whole bunch of AD creatives right away and they'll just spend a lot more in their budget what I mean by that is a lot of times 80% or more of your ads are not going to work the 20% of your ads that do work is going to make you a lot of money the problem is is getting to that 20% that works so if we're spending High budgets testing out a

bunch of different ad creatives we're going to blow through money right away but if we're testing a bunch of ad creatives for just a dollar a day and we let it run for five to seven do five to seven days it's only five to seven bucks within5 to7 we know if the ad creative works and then after we spent $5 to7 we then turn this into $20 a day for let's say we want to get leads we'll take the ad creative we'll turn it on for $20 a day with our conversion objective to get leads

and within 2 and a half days we'll know if that ad creative Works to get leads so what I'm showing you is an economical way from a high level view of how to make sure that you can pre-qualify your content use AI to crank out a bunch of content content ideas post content on a regular basis take your best of the best content make sure you set up your hot 28 retargeting audiences take your best of the best content promote that for a dollar a day to that hot 28 middle the funnel audience and essentially

what's going to happen is after five to seven days see if people are actually engaging with your content to start running micro budgets again you can start testing $20 a day of a conversion ad of your best ad creative the hot 28 is essentially just setting up retargeting audiences for 28 days all the different ways that you can set up retargeting audience in Facebook set those up for 28 days it's really simple so the dollar a day strategy well I do want to say this about the dollar a day strategy lowcost testing uh it's only

a dollar a day high impact results you can start to see an impact within 48 hours and we're going to hyper Target people this is my friend Dennis U Dennis taught me of the dollar a day strategy and every time I talk about the strategy I talk about Dennis U Dennis speaks all around the world because what he does is he also uses the dollar a day strategy obviously since he was a founder of it what he does is he puts people in a custom retargeting audience who books speakers on stage so this way anytime

that Dennis is speaking on stage he takes an image runs a dollar a day and essentially what ends up happening is oh my goodness all these people who book stage speeches are like Dennis we see you speak all over the world we saw you spoke here you spoke over here we saw content of you over at this other speech well you speak at our event the dollar aay strategy can work in so many different areas so choose your creativ segment your ethical propaganda setup campaigns as categories that you can group together and enhance your ethical

propaganda like maybe testimonials are in one campaign where I have five or 10 testimonials that I run for a dollar a day each maybe I have user generated content that are showing people box openings I'm going to run those for a dollar a day maybe I'm going to show awards that I won product reviews maybe I'm going to show box openings maybe I'm going to show a demo I want to vary up the different types of content that I have and message in angles I want to make sure I'm talking to the right person at

the right time that's why the buyer brief it works so amazingly well especially with AI and we want to test different formance right what works better videos long form post images what works the best so by the way I really appreciate the time with you but obviously I can't teach you everything in just the 30 minutes that I have here so if you would like a checklist of how to make sure that you're running these dollar a day ads how do you set up the hot 28 you can go ahead and take a shot of

this QR code right here there's no update or anything else it's going to take you over to a check list that you'll run down the checklist and just make sure that you have everything completed and then there's my contact information down at the end if you would like to explore any other options with us on like basically we have three different parts of our business part number one is we basically teach people we have for the last 17 years we teach people how to run their own ads or option number two is we have people

in group or oneon-one where we'll consult with you directly to make sure that you're running the right ads the right time we've been doing that for over 15 years or if you want us to run your ads for you we just got to make sure that you have approve an offer and our agency can take a look at running your ads on Facebook Instagram Google YouTube Billboards radio TV whatever works out best for you all you got to do is just take a click of that screenshot right there of that QR code it'll take you

right to the checklist scroll on down to the very bottom let me know if you have any questions reach out thank you so much for watching the presentation I would love to hear about your results so let me do what this let me know what you do with this information and if you have any questions whatsoever you can easily find me over on Facebook or Instagram where you'll see my contact information once you click on the QR code here again thank you so much Darby and Kelly for having me here for this hackathon session I

really appreciate you all being here for the scale with AI Summit and I cannot wait to see what you do with this information I'll see you all on the other side [Music]