What’s up party-peoples!
This week’s interview is with Alex Urban, a man who went from working a 9-5 cubicle job to generating over $46,000 in a single day! Enjoy!
Hello! What’s your claim to fame, how did you get started with digital marketing, and what led up to your big campaign?
I got started into internet marketing about 3.5 years ago.
I was working a job as a Loan Officer prior and was incredibly sick and tired of being at a corporate job, starting at a bland cubicle each and every day. I wanted to find a career path that would allow me to be my own boss, travel the world, and take control of my life.
I started reading books and getting into self-development around the same time, and that’s when I ran social media marketing and advertising.
I found some mentors and purchased a course with the last $1000 I had to my name. I soaked up all I could from the course and shortly after opened my own agency. After getting bored with client work, I decided to dive into Shopify, and the rest is history.
What’s the story behind the single biggest campaign you’ve ever ran?
The biggest campaign I ever ran was from November – December of 2019. We went from averaging $7,000 per day at the beginning of November, to peaking at $46,104 in a single day on December 14th.
The hard scaling started on the 4th of December at $15,000 per day, and within 10 days our store hit $46,104 in a single day.
The campaigns were scaled down on the 16th, as we pushed more attention to making sure our in-house fulfillment team was on point, so our customers would get their products in time for Christmas.
The traffic we were running was 90% from Facebook, and 10% from emails. We did have SMS, Push Notifications, and Emails running at the same time to monetize as much as we could on the traffic.
The product we ran was a necklace with a message card behind the necklace. It was from a gift product from a mother to a daughter. The item shipped, costs us just over $5, and we were selling it for $29.97.
Our main audience was women between the ages of 35-55 in US/Canada. We were utilizing mostly broad targeting, but also LAA’s.
After all advertising costs, cogs, employee salaries, and all other business expenses were paid out, we ended up pocketing $118,000 in profit from this scale.
How did this campaign affect your life, mindset, or outlook?
During this period of time, it helped me realize that anything is possible and if you work hard enough towards a dream, and never give up, that it will come true.
When you hit something off like this, you feel like you’re on top of the world, and like you can’t be stopped. It helps you realize that all the work you’ve put in, all the lows you’ve been through, and all the hard times you faced are completely worth it.
It’s important to stay humble, but also important to enjoy what you’ve built.
How did you find your winning product?
A lot of my research methods for winning products comes from Etsy. Since Etsy is a search based platform, if you find a product on there that has a “Best Seller” sticker on it, it typically means from my experience it will do very well to Facebook/Google/Email audience.
Jewelry has always been my niche of choice due to prior experiences. Jewelry has always worked best when someone can place meaning behind the piece. When I found “Message Card Jewelry” it completely changed the game for our company.
What does your testing, optimization, and scaling process look like?
Typically when we launch a product, we launch it on Facebook. We put it in a single CBO, with 10x the product price as the daily budget. Inside the CBO, we use 5 different ad sets with our top 5 performing audiences. These consist of LAA’s, and general interest targeting. Then we use 1 ad creative.
Once the ad starts taking off, we take the winning audience, place it in a new CBO, and use the same audience duplicated into 5 ad sets, then we test 5 different creatives to that audience.
We then start experimenting with different “sub audiences” within the audience once we’ve found the winning audience/ad creative mixture. This means we are testing different age ranges, different placements, locations, etc. Narrowing down the audiences (not too far) but increasing ROAS.
As far as budget goes, with CBO’s, for steady results we’ve found increasing budget by 25% each day until ROAS drops seem to be the best, but we are always testing/experimenting.
We typically test 5 new products each week, and we typically find that there is 1-2 winners. Now we have roughly 10 winning products we are working on scaling those as much as we can.
Throughout your experience running campaigns, have you learned anything particularly helpful or advantageous?
Never be afraid to try something new. People tend to get fixed on ad processes that work now and are scared to try something new. This will eventually drive your business into the ground as a strategy will never last forever.
Do you have any regrets related to your digital marketing career?
Throughout the first 2 years of my digital marketing career, I worked under a lot of people for little to no money. This was very painful financially but helped me learn so much, so quickly, from people already crushing it. It helped me take off tremendously when I took the step to go out on my own. I wouldn’t say this is a disadvantage, but make sure to take care of yourself financially when you are getting started.
Also, make sure you have an extremely accurate profit/loss statement or accountant helping you with your books. It’s very easy to miss a few things, and that could lead you to running at a loss for weeks without knowing about it.
If you could send a piece of digital marketing advice back in time to your earlier-self, what would you say?
Listen to the people who aren’t afraid to tell you the hard truths about this industry. The people who are “always making money” and “flexing” their big number have some things to hide and skeletons in their closet. The people who are willing to admit the losses they’ve took, and not afraid to give you the hard truths about running these types of businesses are the ones you should be looking up to. Lastly, find 5 people maximum to look up to as a mentor. There is too much conflicting advice out there and its best to receive consistent advice.
What are some amazing tools you use on a day-to-day basis?
- Asana (Task Management Software)
- Google Drive (Docs, Sheets, Etc)
- MacBook Pro (Get yourself the nicest computer you can. Somedays you’ll spend 20 hours per day on it)
What have been the most influential books, podcasts, events, communities, or resources?
- MFCEO Project by Andy Frisella (Podcast)
- Impact Theory by Tom Bilyeu (Podcast)
- The Four Agreements by Don Miguel Ruiz (Book)
What advice do you have for new digital marketers who want to get started or are just starting out?
Most of the information you need to succeed in this industry can be found online for FREE. Don’t get tricked into a outdated $997 course. I’d recommend pulling as much as you can from the FREE resources out there that you can find on YouTube, or Facebooks Blueprint to learn ads. Then when you feel you have a baseline in knowledge, get involved in group coaching or 1-on-1 coaching to get your specific questions answered.