Orlando Rios


Source: SEOSignalsLab

Pick His Brain!

I’d like to introduce one of our members, Orlando Rios, for our next ‘Pick His Brain’ session and I want to thank him for the participation.

Orlando is a 10 year veteran of digital marketing and founder of Dropkick Ads, a digital marketing agency with a pay-as-you-need-it ad creative and management model for Facebook marketing.

His past work also includes 5 years as marketing manager and podcast host at health lifestyle brand Onnit.

If you have any questions related to running Facebook ads, please feel free to pick his brain.

Here are the rules.

1) I’ll let the thread go on until he asks me to stop. Theoretically, this thread can continue until the FaceBook stock value goes to zero.

2) Please, no snarky remarks. I will not tolerate any intentional negativity. We are here to learn from each other’s success and strategies.

3) Please do not PM him and bother him. If you have a private question, ask for his permission on this thread when appropriate.


Table of Contents

Is it okay to run a one dollar campaign per day on Facebook ads?

It’s not against the “rules” but you will have a hard time getting results – especially in a conversion based campaign where the average cost per 1000 impressions is usually $20-30.

I like to front load my campaigns. Meaning, if I know i’m going to spend X per month I usually throw at least 25% of that in the first week to see if my targeting and creative is on point.

I’ve used Dropkick multiple times, they are my go to source for FB Ads! Have you experimented with different image sizes? How have those impacted engagement? Square, tall, etc.

With FB now allowing square image ads for everyone, i’ve been doing some testing on it.

I find that right now the standard size still works best for FB.

For Instagram, square sizes whenever you can for sure.

Now in the world of video, HANDS-DOWN… square videos only.

Amazing the difference in result you get with them compared to standard size vids.

As we all know that the organic reach of pages has drastically decreased. So, should I start spending on facebook ads to gain followers or should I wait a bit more? The page and blog is only 3-4 months old, but there’s an event coming in the next month that I want to target. What do you suggest?
Blog is about cricket and mainly cover cricket and cricket leagues.

I’m not sure if you’re referring to ads for page likes, but if you are i’d advise against it.

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The reason being is that if you have good ads towards your content, you’ll end up getting page likes anyway.

To get more people to your blog, i’d run small Traffic campaigns in FB towards relevant targets using links to your articles as the ad.

Use the “landing page views” optimization.

Find the articles that get the lowest cost per landing page view and run with it.

How much should be the minimum budget for a start if I am tageting audience within my whole country, or atleast the biggest cities? Keeping in view that the blog is fairly new and is in the budding phase still.

This is always a tough question, but I usually say you can do some ad testing as low as $5 Per Ad, Per Day.

Does true pay per conversion bidding exist in fb ads?

I wish.

The good news is that once you get a steady amount of conversions per week, FB can really optimize and keep your CPA on a pretty steady average.

It just takes a lot of creative and targeting testing to get there.

What do you see to be the most important factor in creating a well performing ad?


The ad copy, imagery, and targeting need to be on point to the product/service you’re linking to.

Also, social proof.

If you can find a way to get people to leave lots of comments, it makes people more confident in whatever it is you’re promoting.

Talking about relevance and engagement….would it be worthwhile to use a (non-ad) post that performed really well as an advert? I.e. you’ve essentially performed the testing.

Absolutely. Use the “Existing Post” feature in Facebook Ads manager when building the ad.

What this does is that it also maintains all that social proof.

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So we have a number of ads that do really well and have now over 800 comments on them.

If we want to try a new target, we don’t recreate the ad. If we did that, we’d lose all that social proof.

Instead, we copy that ad’s post ID and paste it in the “existing post” field of ad creation. This allows us to keep all that juice.

When I clicked on the FB chatbot on your site it pushed me through to chat without the extra authentication step (I was already logged in)…is there some trick to do this?

Nope, no trick! We use messenger marketing as a part of our strategy.

This customer chat tool is called Many Chat.

The cool thing is that by messaging us there, you’ve become a subscriber to our messenger bot.

Because you’re logged in and sent us a message, you’ve opted in.

I have never run Facebook ad. Is it worth it for a small local business service based. Plumber etc.. What would be the best way to start?

It definitely can be depending on the service.

If it’s a service people need because “something happens”, it would be just straight awareness – ad budget likely better spent on Google.

If it’s a service that people use often or didn’t know they need (car detailing, solar, house cleaning), Facebook works really well for leads or bookings.

How can beginners who know how to place ads get into full ad management?

If you get good at it, people will pay you for your skills.

I will say this though because I know so many of those internet marketers pushing this as a biz opp.

If you’ve never spent money profitably on your own ads for your products or services, you shouldn’t be doing it for other people yet.


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