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Joel Kaplan: Local Ads

Joel Kaplan outlines strategies for local advertising and running a virtual assistant agency from scratch including: 1) Targeting specific local industries like dentists with tailored ads and custom audiences. 2) Testing different ad creatives, genders, radii and platforms to optimize campaigns. 3) Hiring one virtual assistant to set up campaigns and another for prospecting and administrative tasks. 4) Following standard operating procedures like forming an LLC and obtaining necessary business licenses and financial accounts.

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482 views3 pages

Joel Kaplan: Local Ads

Joel Kaplan outlines strategies for local advertising and running a virtual assistant agency from scratch including: 1) Targeting specific local industries like dentists with tailored ads and custom audiences. 2) Testing different ad creatives, genders, radii and platforms to optimize campaigns. 3) Hiring one virtual assistant to set up campaigns and another for prospecting and administrative tasks. 4) Following standard operating procedures like forming an LLC and obtaining necessary business licenses and financial accounts.

Uploaded by

Instacart Troll
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Joel Kaplan

1 niche
2 ads at max that we know work
Productise your service

Setting appointments
Closing appointments
Firing yourself

See if $21 free voucher works for dentists

To run paid ads you need a custom audience – phone number and emails in your industry
IF you have any feedback from the business that’s good
Social Proof is needed
1. Custom Audience vs Interests
2. Lead Forms vs Funnel

Ask all you clients to fill a small survey – what they care about, what makes them happy and etc
- You can pose this as a COLLEGE PROJECT for market research

Local Ads

- Make it as open as possible


- The more complicated and close it is, the worse it performs

A. 1 Adset but split test two creatives


- 21 to 65 years
- Women
- 3 mile radius is starting point, joel says short form is better for local biz
- $8.5 x 2 = budget
- You can use the same picture for each client if it kills it for one of them

B. Keep tweaking until it starts to work


- Best tweak is to INCREASE the RADIUS
- 2nd best is change GENDER
- 3rd is to change the CREATIVE
- Change to video
- Use old successful ad
- Try IG ads
- Add slideshow
- Target surrounding cities
C. Tweak ads every 3 days if theyre not working
D. Don’t do all preferences at once. Run women once and saturate them, and then switch
to men for 3 months – it gives women the time to refresh

1 VA
- Setup the campaign
- Campaign review: quality control, tweaks asked by clients, make sure everything looks
good and LAUNCH THEM

1 VA
- Prospecting
- Executive assistant tasks

Best way to find a VA is find a Rockstar VA and ask them if they know anyone
- Language skills
- Technical Skills
- Red flags?

SOP to run your agency from scratch

Set up an LLC
New Operating Agreement (who owns how much of business)
EIN number needed to open business bank account at Chase
Chase business preferred Credit Card
AMEX Gold credit card for adspend

See amount of dentists in a local area that youre targeting

Reference USA – all listings of a business in the USA

You’d rather work free for a clinet when they cover ad spend + testimonial given from them
Rather than a straight NO

Do market research if you think you screwed up meeting – needed knowledge for learning
curve and better ad copy

Pre-Pillars

1a) PopCorn Effect

All your actions will always have a delayed effect


The more seeds you plant and give them time to nurture, you’ll see enormous results when its
time

Popcorn doesn’t pop until after 20 seconds, then it pops

True outcome of your actions actually show after 2-3 months (wait 2-3 months to see
difference)

BE GRATEFUL FOR STRESSFUL AND TOUGH MOMENTS – LAUGH AT THE SITUATION, AND SEE
THE SITUATION AS A WAy TO EVOLVE & grow.

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