Episode 189

8/15/24

Topic: Meta Marketing: What Makes a Great Facebook & Instagram Ad?

Guest: James Szojka, Co-founder, Yard Dawgs, Calgary, Alberta

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In this episode we discuss:

• Our sponsors Coalmarch by Workwave and PestSure

• PMP Industry Insiders Peer Groups

• An "everyone wins second place" contest promo Yard Dawgs has found effective

• Where to start when it comes to running ads on Meta

• James' background and how Yard Dawgs got started and has grown

• The importance of tracking where leads are coming from before going down this road

• How these ads are "disruptive" — and why it works compared with Google ads or search

• Why "lookalike audiences" are importance and how to narrow demographics

• The power of video with the advent of reels

• The ROI potential and why timing them during the "lawn care tsunami" is important

• The power of A/B testing

• 5 things a video Facebook ad must include

  1. Hook

  2. Body

  3. Offer

  4. Call to action

  5. Description in the "see more" section

• What works on Facebook and Instagram vs. Google

• What he plans to test for the new season

• What James would do if he owned a pest control company

• Yard Dawg's experience in peer gr

  
  

Resources mentioned:

• PMP Industry Insiders Podcast Episode 124: How One LCO Leverages Marketing Automation Tools

• James' YouTube channel

• James' YouTube video explaining Facebook ads

• Actual ads Yard Dawgs ran in May:

  (Best Performer) Bull Ad: https://instagram.com/p/C61fGJgNHF7/

  Stretcher ad: https://instagram.com/p/C61fGKaNovG/

  Boo ad: https://instagram.com/p/C61fGGstJla/

  Ankle trip ad: https://instagram.com/p/C61fGbhg2mX/

• James' email: jszojka@yarddawgs.ca

Notable: "Once you can figure (Meta ads) out, it is very much a plug-and-play system that does very great things." —James Szojka

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