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WHY MOST FAIL,
BUT YOU WONT
CRUSH IT WITH
FACEBOOK ADS
Part 2
Taught By Molly O’Kane
bloggerithm.com
https://www.flickr.com/photos/toomuchdew/
Why are you
excited about
this class?
https://www.flickr.com/photos/jdhancock/
4
Slide 2
4 This photo is low res.
Lani, 6/19/2017
My Promise to You
1. What makes a successful Facebook ad
2. Loads of ideas to try out
3. Tips to make your life easier!
In about 2 hours you’re going to learn:
3
Slide 3
3 The photo you had was a little creepy
Lani, 6/19/2017
16
Slide 4
16 Maybe skip this slide?
Lani, 6/19/2017
Meet Molly
Social Media & Marketing
Consultant for San Francisco Small
Business Development Center
With over a decade of starting new
programs from scratch, speaking, and
most importantly, real-life, in-the-trenches
business experience.
I started helping small business owners
over three years ago deal with the
sometimes overwhelming marketing,
advertising & social media aspects of
starting a new business.
5
Slide 5
5 Need to replace with larger photo
Lani, 6/19/2017
http://newsroom.fb.com/company-info
1.86
79
32 31 29
24
0
10
20
30
40
50
60
70
80
90
100
Facebook Instagram Pinterest Linkedin Twitter
79% of Adults are on Facebook
% of Adult Internet Users
Pew research July 2016
http://www.socialmediaexaminer.com/facebook-marketing-why-it-is-time-to-rethink-everything-mari-smith/
300 Visible Posts
5000
Pages
5000
Friends
6000
Groups
How People Use
Facebook
• To pass the time,
• Connect with friends & family members or
• To be entertained by the content they encounter.
• People aren’t searching for anything in particular.
Facebook Pixel
Before Running
Any Ads:
1. Add your Facebook
Pixel to your website
2. Test Using Chrome
Extension Facebook
Pixel Helper https://www.facebook.com/business/help/952192354843755
https://www.shopify.com/guides/facebook-advertising/pixel
Customer Stages
https://www.youtube.com/watch?v=iXfEc4wG208
Let’s Play a Little Game:
New Product Line Launch
Most
Effective Least
Effective
Marriage
Intimate Friend
Casual Friend
Stranger
Acquaintance
Now Let’s Translate this to Facebook Audiences
Marriage Intimate Friend Casual Friend Acquaintance Stranger
Custom Audience
Look A Like
Audience
Core
Audience
Some estimates put the cost of attracting a new customer
at 5x more expensive than selling again to an existing client.
Custom Audiences perform better than other types of ads;
reach people who already have a relationship with your
brand.
https://www.invespcro.com/blog/customer-acquisition-retention/
Custom
Audience
1. Create Custom Audiences off of existing
customer data, including emails and
phone numbers
2. Build Custom Audiences off of retargeting
data, including website visitors and app
users
3. Create Custom Audiences off of Facebook
engagement data
Custom
Audience
Existing customer data, including
emails and phone numbers
Must be able to match at least 100
to use
email fn ln value
elizabetho@fb.com Elizabeth Olsen 20.1
andrewj@fb.com Andrew Jamison 1342.8
margaretj@fb.com Margaret Johnson 600
johnd@fb.com John Doe 505
Custom
Audience
Retargeting data, including
website visitors and app users
(Must have 20 matches to use)
Too Small Tips:
• Expand data range,
• Pair with an AdWords campaign
& check back when large enough
Custom
Audience
Facebook engagement data
(Must have 20 matches to use)
Too Small Tips:
• Expand date range
• Pair with an Facebook reach
campaign & check back when
large enough
• Post Consistently
Lookalike
Audience
• From your customer data Custom
Audiences
• From your retargeting data Custom
Audiences
• From your engagement data Custom
Audiences
https://www.flickr.com/photos/kkendall/
Lookalike
Audience
• Start at 1% match
• Increase your percentage points from
there as needed
• (making sure to exclude your previous
audience from your next campaign
• Expect that your conversion rates may
go down as your audience grows
larger & their specificity diminishes
https://www.flickr.com/photos/kkendall/
Core
Audience
• Use any demographic data you have,
narrowing your target audience as
much as possible
• Location
• Demographics
• Interests
• Behaviors
• Connections
https://www.flickr.com/photos/halfrain/
Core
Audience
• Least effective type of targeting.
• Why: you’re targeting by characteristics –
not necessarily actions or intent.
Exceptions to this rule
• Targeting based on hobbies, sports
fanaticism or passions where users are
particularly interested in specific topics
may be enough to convert them right
away. https://www.flickr.com/photos/henriquev/
somebody likes
running, not
necessarily interested
in purchasing running
shoes at the time.
Audience Size
When starting a campaign
Start by targeting anywhere from
500,000 to 3,000,000 people.
Exception Local Businesses
https://www.flickr.com/photos/kristarella/
Warning Math Ahead….
Take a deep breath
https://www.flickr.com/photos/jimmiehomeschoolmom/
Audience Size Ecommerce
Funnel Step Conversi
on Rate
Required
Facebook
Ads
1% ? Audience
Website 2% ? Website Visitors
Total sales $10,000
(average
sales
$22)
? Sales
Total Sales Desired: $10,000
Hint: Start at the Bottom
How Many Sales Needed?
$10,000/$22=454.55
How Many Website Visits Needed?
454/ 0.02 = 22,700
How large of an audience do I need?
27,000/ 0.01= 2,270,000
Audience Size Ecommerce
Funnel Step Conversi
on Rate
Required
Facebook
Ads
1% 2,270,000 Audience
Website 2% 22,700 Website
Visitors
Total sales $10,000
(average
sales
$22)
454 Sales
Total Sales Desired: $10,000
Hint: Start at the Bottom
How Many Sales Needed?
$10,000/$22=454.55
How Many Website Visits Needed?
454/ 0.02 = 22,700
How large of an audience do I need?
27,000/ 0.01= 2,270,000
Audience Size Leads
Total Sales Desired: $120,000
Hint: Start at the Bottom
How Many Sales?
$120,000/$3,000=40
How Many Sales Calls?
40/ 0.20 = 200
How Many Leads?
200/ 0.70 = 285
Funnel
Step
Conversion
Rate
Required
Facebo
ok Ads
1% ? Reach
Landin
g Page
5% ? Link Clicks
Leads 70% ? Leads
Sales
Calls
20% ? Calls Taken
Total
sales
$120,000
(ave. sale
$3000
? Sales
How Many Link Clicks?
285/ 0.05= 5,700
How Large an audience?
5,700/ 0.01= 570,000
Audience Size High Ticket Event or Sale
Funnel Step Conversion
Rate
Required
Facebook Ads 1% 570,000 Reach
Landing Page 5% 5,700 Link Clicks
Leads 70% 285 Leads
Sales Calls 20% 200 Calls Taken
Total sales $120,000 (ave.
sale $3000
40 Sales
Find Your Audience Size
Funnel Step Conversion
Rate
Required
Facebook Ads 1% Reach
Landing Page 5% Link Clicks
Leads 70% Leads
Sales Calls 20% Calls Taken
Total sales Sales
Funnel
Step
Conversion
Rate
Required
Facebook
Ads
1% ? Audience
Website 2% ? Website
Visitors
Total sales ? Sales
Ecommerce High Ticket Sale or Event
• Interests
• Look at Page likes
• 4-5 interests
• Ideas for other interests
• What is too Broad?
Excluding Audience
Exclusions let you better target your ads and can ultimately help:
• Lower your cost per action or cost per click
• Reduce money spent on wasted clicks
• Reach people who are more likely to buy or convert
https://www.flickr.com/photos/markusspiske/
Here’s How:
• First create a Custom
Audience list from your
existing customer list
• Then, as you're creating
your ad, target a relevant
interest and exclude the
Custom Audience list
you've just created
Exclude an existing
customer list to
avoid targeting them
twice
• Here’s How:
• First, create a Custom Audience
from your website and include
those who added running shoes
to their cart
• Then, exclude people who
completed a purchase (visited
a /thank-you page, for example)
to target only those who added
running shoes to their cart but
did not buy
Exclude people
who've converted
to remarket (made
purchase)
Your Turn
(20 minutes)
Make an audience in
Audiences under
Assets
+
Break
https://www.flickr.com/photos/emaleth/
1. Figuring out your sequence
• Does your offer follow a flow of a healthy
relationship?
• Multistep
• Remember Belle
• Offer is a relationship person to person
(12 stages or intimacy Desmond Morris)
Now Let’s Translate this to Customer Journey
Marriage Intimate Friend Casual Friend Acquaintance Stranger
7) Advocate
8) Promote
5) Get excited
6) Ascend
3) Subscribe
4) Convert
1) Awareness
2) Engage
Steps (Customer Journey)
Stage Example
Awareness Really Great Content
Engage Compelling Content
Subscribe Opt In
Convert Stranger to Friend; low commitment offer small purchase or sign
up for demo
Get excited Deliver on promise
Ascend Can I take you out to dinner
Advocate When asked Recommend
Promote Affiliate or Ambassador (Actively telling others about)
ADs
Forced Friendship
It's a done deal and
Belle is now trapped
in the castle with the
beast and his staff.
Skipping to Many Steps
Forced Marriage
In the village the ignorant
and manly Gaston is upset
that Belle isn't interested in
him. When her father claims
she is trapped with a beast,
Gaston sees the opportunity
to have him committed to
a mental
hospital, thereby forcing
Belle to marry him.
Pick Two:
2. Offer Messaging
• Does your copy speak to a specific
desired end result of your customer?
Talk to their specific pain point
• Ideal Customer in some state of
discontent, that’s why we buy
https://www.flickr.com/photos/hadock/
Offer
• Hooks
• Once they bought, what does their after state look like?
Before After
Have
Feel
Average Day
Status
Proof & Results
Speed & Automation (Quicker for someone)
Offer Copy
• Call out your audience (not by
personal attributes)
• Use question to poke at pain points
• Solution to pain point=your offer or
Call to Action
• Be personable
• No need to yell “FREE”
• Use bullets, asterisks, emojis
3. Build commitment & micro commitment
• Small purchase prior to big purchase
• Commitment of time ex. Webinar
• Think Promise Ring before a Wedding
Ring
https://www.flickr.com/photos/mikelao/
4. Little Victory
• Overcome self-doubt
Ex. Constant Contact
Step 1: design email template upload logo,
Step 2: pick colors,
Step 3: congrats you crafted first email,
Step 4: now upload list.
www.sociallystacked.com/2013/05/6-ways-to-leverage-your-facebook-cover-photo
https://www.flickr.com/photos/familymwr/
Software-as-a-Service
(SaaS) Companies
Lead-Gen Businesses
A lead-gen business is any
service-oriented business
that’s using Facebook Ads
to find new clients.
E-Commerce Sellers
Upsells to higher packages or tiers of service
Pushes for referral program participation
Requests for feedback, reviews or
testimonials
Referral marketing incentives (or better
referral marketing terms for top advocates)
Access to private Facebook groups or forums
Recognition of their “top user” status
Upsells to higher packages or tiers of service
Pushes for referral program participation
Requests for feedback, reviews or
testimonials
Invitations to in-person events
Special referral marketing bonuses
Extra services not available to the general
public
Upsells or cross-sells to related products
Pushes for referral program participation
Requests for feedback, reviews or
testimonials
Special VIP-only coupon codes
Special referral marketing incentives
Invitations to in-person events, such as
product launches, tradeshows, etc
Advocacy/Promote: Custom Audiences (top 20% customers)
Free trials
Paid trials
Paid subscriptions
Pushes to lead-gen landing pages
Pushes to webinars
Product-specific dynamic
retargeting ads
Product sales
Re-purchase ads (for products that
run out)
Coupon codes
Get Excited/Ascend: Custom Audiences (past purchasers, several visits to website, email
engagement above norm, high lead score)
Make the Sale
“10X” content
Marketing videos
Case studies
Lead magnets
“10X” content
Marketing videos
Case studies
Lead magnets
Product reviews
Product comparisons
Subscribe/Convert : Custom Audiences (email List, Website Visits, Facebook Engagement,
Past Customer purchases, app use) & Lookalike
Promote Benefits
“10X” content
Marketing videos
Ungated blog posts
Past positive customer reviews
and/or testimonials
Media mentions on major news
outlets
“10X” content
Marketing videos
Ungated blog posts
Ungated white papers or case
studies
Past positive customer reviews
and/or testimonials
Product introductions
Positive reviews and/or
testimonials from past customers
Product reviews
10X content
Influencer/experiential content
Awareness/Engage: Core Audience & Lookalike
Value, Value, Value
Offer- Should You Show Pricing?
Hotel AdsTravel Ads
Tip: Check out Competition & analyze their ads to understand why they might be working
http://www.bandt.com.au/advertising/how-to-create-better-banner-ads-for-travel-media-and-dining-clients
Choose Images to Convey Hook
or marketing message
• Tell story
• It catches attention of the
reader without being flashy or
off-brand.
• It reflects the brand and
customer journey.
• Display Product
• Play off emotions already
associated with imagery
https://www.flickr.com/photos/richardsummers/
Better ads
• Use smiling people
• Use high contrast & colorful photos
• Use photos that show the benefit
of the product/service, not
spammy call-to-action
• Address an emotion
• Use symbolic images
• No more than 20% text on image
• Use the image to catch their
attention & “sell” them on clicking
the ad NOT convince them to buy.
You’ll use your sales funnel for that.
https://www.facebook.com/ads/tools/text_overlay
Less
20% Text
Get Image Ideas
Use Google images,
Dreamstime or
Creative Common
(Flickr)
Choose 2 Facebook Success Stories
Continue
Carousel Ad: Charge Cords
Audience:
• Custom Audience (based on website
Traffic) English-speaking
• Aged 22–65+ living in either the Oceanic
or European region.
• Excluded people who had made a
purchase from the Charge Cords
website in the last 180 days.
Event: “Purchase”
Call-to-action: “Shop Now”
Campaign Results:
• 4X increase in sales from Oceanic and
European countries
• 4X return on ad spend
https://www.facebook.com/business/success/charge-cords
Back
Collection ad format,(hero video + a
shoppable experience) MeUndies
Audience:
• lookalike audience based on a Custom
Audience of its past purchasers
Campaign Results (10 days):
• 40% increase in conversion rate
• 47% increase in new subscriptions
from the mobile campaign
• 44% boost in new customers from
the mobile campaign
• 1.5 million people reached
https://www.facebook.com/business/success/meundies-2
Back
Video Ad: Series Wander Beauty
• application videos
• products being applied on different models
with different skin tones
Audience:
• Custom Audience existing customers, &
segmented this list based on interests, such
as beauty products and accessories,
cosmetics and online buyers
• Multiple lookalike audiences
• Women in the US aged 25–50, with interests
in digital retailers, beauty and beauty
accessories, fashion, and health and wellness
Campaign Results (2 Months):
• 4.4X increase in sales
• 59% decrease in cost per sale
• 2.3X increase in conversion rate https://www.facebook.com/business/success/wander-beauty
Back
Video Ad: Manscaped
Tested a variety of video thumbnails, ad
copy and headlines.
Audience:
• Custom Audience of past buyers
• lookalike audience
• general audience of men aged 21–45
Event: “purchase”
Campaign Results (2 Months):
• 3.4X return on ad spend
• 67% decrease in cost per acquisition
(compared to the baseline Facebook
campaign cost per acquisition)
• 53% increase in conversion rate (compared
to the baseline Facebook conversion rate
on Shopify)
https://www.facebook.com/business/success/manscapedBack
Video Ad: Bombas
Inspiring Storytelling
Audience:
• lookalike audience based on people who
watched the video
• retargeted people who saw the video and
visited its site but did not purchase any
socks, showing them dynamic ads.
Call To Action: “Shop Now”
Campaign Results (3 Months):
• 30% increase in return on ad spend
• 50% increase in click-through rate
https://www.facebook.com/business/success/bombas#u_0_f
Back
Carousel Ad: Precision Nutrition
Audience:
• website visitors from last 90 days who didn’t
already like Facebook Page
• interests similar to Precision Nutrition’s
current Page audience
Call To Action: “sign up”
Campaign Results (4 Months):
• 6,000 new newsletter signups or email
downloads
• 50% lower cost per lead than standard link
ads
• 50% higher click-through rate than standard
link ads
• Over 2 million people reached
• $0.07 or lower cost per click
https://www.facebook.com/business/success/precision-nutrition#u_0_m
Back
Offer Ad: Chicago lash
“Bombshell Look Lash” package—marked down
from $300 to $99. The ad linked to the company
website and encouraged people to call the salon
to book an appointment.
Audience:
• 20-mile radius around his business location.
• women 24–55 years old
• women interested in beauty, makeup, spa,
Kim Kardashian and Oprah Winfrey
Call To Action: “Book Now”
Campaign Results (7 Months):
• 50% increase in overall sales
• 2X more daily appointment bookings
• 3X more lash refills per day
• $0.45 per website click from Facebook Ads
https://www.facebook.com/business/success/chicago-lashes
Back
Store Visits Ad: Cupcakin’ Bake Shop
ran in the late afternoon
Audience:
• people aged 18–55,
• living within 5 miles of the shop
• who were interested in weddings, flowers
and, of course, cupcakes.
Call To Action: “Get Directions”
Campaign Results (12 Months):
• 25% increase in foot traffic since the
campaign launch
• 30% increase in website traffic since the
campaign launch
• 4.5X more sales compared to results from
print advertising
https://www.facebook.com/business/success/cupcakin-bake-shop#u_0_jBack
Ad Formats
Collections
ideal for e-commerce
companies
Promoting new
products and cross-
selling with
complementary
items, aiding increase
in conversion rates
Mobile Facebook Feed Only
Need Product Catalog or Canvas
https://www.facebook.com/433382740093484/videos/1194768897288194/ https://www.facebook.com/433382740093484/videos/1194768897288194/
https://www.youtube.com/watch?v=JSiN5ol6fic start at 2minutes 48 Seconds
Canvas
• Canvas is a full screen experience for mobile devices.
• 3 Tips for Using Canvas
• Know the story you want to tell about your brand, and
use short videos, clear messaging and powerful images
• Use high-quality images and video that take advantage
of the full screen experience
• Mark clear paths through your Canvas with simple
steps and actions to take (like descriptive text for
buttons and links)
You should use a collection with Canvas when:
• You don't have a product catalog.
• You want to drive traffic or conversions to your website
or app.
• You want your customers to learn more about your
business in a fast-loading, full screen experience.
https://www.facebook.com/business/success/cirque-du-soleil-paramour/
Creating a Product Catalog
Needed for Collections &
Dynamic Ads (retargeting)
For a How To Go to these
resources:
https://www.facebook.com/b
usiness/help/1397294963910
848 or
https://www.jonloomer.com/
2017/04/05/facebook-ad-
collection/
Facebook Video Ads
Video Story about who you are.
Story can be related to how you solve this problem, then a product demo,
and then customer testimonial, and finish call to action
Examples:
• “Hey here’s our story, here’s how we got into this thing, this is the problem
we solved, this is a demonstration of our product, here’s a happy
customer, check us out”
• Customer Testimonial
• Top 5 Top 10 lists
• Before and after articles
• Instructions & how tos
Acquaintance Stranger
Facebook Video Ads
• Causal Friend Intimate Friend
• Pitching
• Product Demos, new product announcements
Marriage Intimate Friend Casual Friend
Example of a video Ad Funnel
Customer Testimonial
Tips
• share a review where the customer tells a personal
story
• consider which stage in the buying cycle your
customers are in
• use product reviews to target first-time visitors and
site reviews for people who already know your store
• keep your text short and don’t refer to the review in
your copy
• find stories and reviews that use words like “I,” “my”
or “we.”
https://www.slideshare.net/SKIMgroup/a-view-of-the-customer-experience-through-the-consumer-journey
Messenger as a destination Ad in your newsfeed that
looks like a regular link but once click it opens in a
message with that brand or Facebook page
• 1 in 2 people say more likely to shop with a business
they can message
• Use at the Subscribe/Convert stages
Facebook Messenger Ads
•11% higher booking rate through Sephora Assistant
•3 steps with Sephora Assistant versus 8 to book
https://www.facebook.com/business/success/sephora
• Sponsored messages, sent to Facebook messenger
inbox
• Send promotions to people you are already talking with
messenger bot. Use for Reengagement
Facebook Messenger Ads
Abandon Shopping Cart
Custom Audiences from your
website
https://www.facebook.com/business
/a/online-sales/custom-audiences-
website?campaign_id=648959365201
614&placement=broad&creative=682
61306412&keyword=+facebook++re
marketing&extra_1=5823d0dc-ab6d-
4f88-a4fc-ee84016fbdb7
How Long to Run Facebook Ads
Start with 3-5 days
• 10,000 impressions
• Or allow each ad to receive at
least 20 conversions
• Every change needs another 3-
5 days
Where will You Take People?
Make Small Changes Facebook Ads
$50  $200  $600
$50  $60  $72
Don’t Increase Budget more than 20%
at a time & let go for 48 hours
General Goals
Amy Poterfield Podcast #127 with Rick Mulready
Facebook Ads Measuring Costs
Every Niche is Different
less than $1Less than $8
Cost per lead Cost per click (CPC)
Advertising Benchmarks 2015
Click-Through Rate: The percentage of users that
click your ad. The higher, the better.
Warning Math Ahead….
Take a deep breath
https://www.flickr.com/photos/jimmiehomeschoolmom/
Facebook Budget
Funnel
Step
Conversion
Rate
Required
Facebook
Ads
1% 2,270,000 Audience
Website 2% 22,700 Website
Visitors
Total
sales
$10,000
(average
sales $22)
454 Sales
$1 (CPC) x 22,700 Clicks= $22,700
Cost per lead/conversion< sale of product or LTV Customer
What if the Cost per Click is ?
$0.2 (CPC) x 22,700 Clicks = $4,540
$22,700 >$10,000
$4,540 <$10,000
50-75% OF
ALL ADS FAIL
EVEN THE
EXPERTS
Get Your Mad Scientist on &
EXPERIMENT
https://www.flickr.com/photos/valiantize/
What to Test?
• At least 2-3 different images & ad
copy variations including headlines
• Test different landing page/optin
variations- headlines, images,
bullet points
• Different Ad placement: desktop,
mobile, devices
• Break down ad sets down into age
ranges & genders
Image from Adespresso
Your Turn
(20 minutes)
Create an Ad Post under Page Posts
+
Break
Facebook Ad: Start by picking campaign
objective
Facebook
Placements
Placement Facebook Ads
• Pro tip: always edit
placement
• Remove audience
network
• Use a lead magnet ad for audience
that already has interest in the
content & solution you offer
• 97-99% people will not be ready to
purchase
• Goal: Increase email subscribers
• Measure: Email sign ups (Website
Conversion) Cost per Lead/Sign Up
How to Generates Leads
• Use ads to increase reach
• Use copy to promote
sharing of your content
• Goal : Generate more
traffic to website & blog
• Measure: Clicks to
Website-CPC & CTR (traffic)
What if I have Small List or Low Traffic To Site
Let’s Not Forget Growing
Your email List Thru Ads
https://webprofits.agency/blog/ultimate-guide-email-sequences/
Why?
Lowers the Cost of Acquiring a Customer
Running more than one
ad & ad set
Use UTM Codes to track
results
Create UTM here:
https://ga-dev-
tools.appspot.com/ca
mpaign-url-builder/
Standard Events
Custom Conversion
• Page after initial landing page
• Example Thank You page
• URL contains
Dark Posting
Selectively
Solicit Feedback
More On How to: https://www.youtube.com/watch?v=IVTlqAqQCCQ
Your Turn
(20 minutes)
Make an audience in
Audiences under
Assets
+
Break
https://www.flickr.com/photos/emaleth/
Is a Positive Return On Investment
https://www.flickr.com/photos/dennism2/
6 Steps to measuring
1. Set Conversion Goal
2. Track Conversions(Reach, Leads, Conversion Rate, Traffic,
Customers)
3. Assign monetary value to each conversion
4. Measure Total Benefits by Channel
5. Determine Costs
6. Analyze Results & Improve
http://neilpatel.com/wp-content/uploads/2015/08/Facebook-Ad-That-converts.pdf
Facebook Ads Measuring ROI
Warning Math Ahead….
Take a deep breath
https://www.flickr.com/photos/jimmiehomeschoolmom/
Generally Speaking $5 should get you 5-30 clicks
Here’s how it looks;
100 Website Clicks
40 Optins – (40% Conversion)
2 sales – (5% Conversion)
= $100 Revenue – (2 sales @ $50)
To break even on this campaign you would need to ensure your cost per website click was
$1.00 or less.
$1 x 100 visitors = $100
http://neilpatel.com/wp-content/uploads/2015/08/Facebook-Ad-That-converts.pdf
Cost per lead/conversion< sale of product
Facebook Ads Measuring ROI
Facebook Ads- Pro Tip
check relevancy, after 100 interactions, get it
over 7 closer the 10 the better
Why? lowers ad cost
General Stat Goals
Cost per lead less than $8
Cost per click less than $1
Click thru- Rate more than 1%
Relevancy score 7 & above
Frequency Rate 1-3
Amy Poterfield Podcast #127 with Rick Mulready
Facebook Ads Measuring Costs
Every Niche is Different
• Your Offer
• Your Targeting
• Your Ad Copy/Creative
• Your Ad Scent
Troubleshooting Ads
Four likely culprits:
https://www.flickr.com/photos/qole/
What We Learned Today
All About Facebook Ads
• How to create awesome
Facebook Audiences
• Customer Stages
• Perfecting the Offer
• Setting up an Ad Campaign
• Budgeting
AND IF YOU DO ALL THESE THINGS
(You know, as in get all your ducks in a row)
https://www.flickr.com/photos/bayasaa/
Your Sales just might
REACH NEW HEIGHTS
If you loved the class, I would love to hear about how
you will use what you learned
Before you leave write a review @Bloggerithm on Facebook
P.S. If you review with 24 hours I will send you a link to
Troubleshooting your Facebook Ads
Contact Info:
Molly O’Kane
bloggerithm@gmail.com
Visit: bloggerithm.com

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Facebook intermediate class ads part 2

  • 1. WHY MOST FAIL, BUT YOU WONT CRUSH IT WITH FACEBOOK ADS Part 2 Taught By Molly O’Kane bloggerithm.com https://www.flickr.com/photos/toomuchdew/
  • 2. Why are you excited about this class? https://www.flickr.com/photos/jdhancock/ 4
  • 3. Slide 2 4 This photo is low res. Lani, 6/19/2017
  • 4. My Promise to You 1. What makes a successful Facebook ad 2. Loads of ideas to try out 3. Tips to make your life easier! In about 2 hours you’re going to learn: 3
  • 5. Slide 3 3 The photo you had was a little creepy Lani, 6/19/2017
  • 6. 16
  • 7. Slide 4 16 Maybe skip this slide? Lani, 6/19/2017
  • 8. Meet Molly Social Media & Marketing Consultant for San Francisco Small Business Development Center With over a decade of starting new programs from scratch, speaking, and most importantly, real-life, in-the-trenches business experience. I started helping small business owners over three years ago deal with the sometimes overwhelming marketing, advertising & social media aspects of starting a new business. 5
  • 9. Slide 5 5 Need to replace with larger photo Lani, 6/19/2017
  • 11. 79 32 31 29 24 0 10 20 30 40 50 60 70 80 90 100 Facebook Instagram Pinterest Linkedin Twitter 79% of Adults are on Facebook % of Adult Internet Users Pew research July 2016
  • 13. How People Use Facebook • To pass the time, • Connect with friends & family members or • To be entertained by the content they encounter. • People aren’t searching for anything in particular.
  • 14. Facebook Pixel Before Running Any Ads: 1. Add your Facebook Pixel to your website 2. Test Using Chrome Extension Facebook Pixel Helper https://www.facebook.com/business/help/952192354843755 https://www.shopify.com/guides/facebook-advertising/pixel
  • 17. Let’s Play a Little Game: New Product Line Launch Most Effective Least Effective Marriage Intimate Friend Casual Friend Stranger Acquaintance
  • 18. Now Let’s Translate this to Facebook Audiences Marriage Intimate Friend Casual Friend Acquaintance Stranger Custom Audience Look A Like Audience Core Audience
  • 19. Some estimates put the cost of attracting a new customer at 5x more expensive than selling again to an existing client. Custom Audiences perform better than other types of ads; reach people who already have a relationship with your brand. https://www.invespcro.com/blog/customer-acquisition-retention/
  • 20. Custom Audience 1. Create Custom Audiences off of existing customer data, including emails and phone numbers 2. Build Custom Audiences off of retargeting data, including website visitors and app users 3. Create Custom Audiences off of Facebook engagement data
  • 21. Custom Audience Existing customer data, including emails and phone numbers Must be able to match at least 100 to use email fn ln value elizabetho@fb.com Elizabeth Olsen 20.1 andrewj@fb.com Andrew Jamison 1342.8 margaretj@fb.com Margaret Johnson 600 johnd@fb.com John Doe 505
  • 22.
  • 23. Custom Audience Retargeting data, including website visitors and app users (Must have 20 matches to use) Too Small Tips: • Expand data range, • Pair with an AdWords campaign & check back when large enough
  • 24. Custom Audience Facebook engagement data (Must have 20 matches to use) Too Small Tips: • Expand date range • Pair with an Facebook reach campaign & check back when large enough • Post Consistently
  • 25. Lookalike Audience • From your customer data Custom Audiences • From your retargeting data Custom Audiences • From your engagement data Custom Audiences https://www.flickr.com/photos/kkendall/
  • 26.
  • 27. Lookalike Audience • Start at 1% match • Increase your percentage points from there as needed • (making sure to exclude your previous audience from your next campaign • Expect that your conversion rates may go down as your audience grows larger & their specificity diminishes https://www.flickr.com/photos/kkendall/
  • 28. Core Audience • Use any demographic data you have, narrowing your target audience as much as possible • Location • Demographics • Interests • Behaviors • Connections https://www.flickr.com/photos/halfrain/
  • 29. Core Audience • Least effective type of targeting. • Why: you’re targeting by characteristics – not necessarily actions or intent. Exceptions to this rule • Targeting based on hobbies, sports fanaticism or passions where users are particularly interested in specific topics may be enough to convert them right away. https://www.flickr.com/photos/henriquev/ somebody likes running, not necessarily interested in purchasing running shoes at the time.
  • 30. Audience Size When starting a campaign Start by targeting anywhere from 500,000 to 3,000,000 people. Exception Local Businesses https://www.flickr.com/photos/kristarella/
  • 31. Warning Math Ahead…. Take a deep breath https://www.flickr.com/photos/jimmiehomeschoolmom/
  • 32. Audience Size Ecommerce Funnel Step Conversi on Rate Required Facebook Ads 1% ? Audience Website 2% ? Website Visitors Total sales $10,000 (average sales $22) ? Sales Total Sales Desired: $10,000 Hint: Start at the Bottom How Many Sales Needed? $10,000/$22=454.55 How Many Website Visits Needed? 454/ 0.02 = 22,700 How large of an audience do I need? 27,000/ 0.01= 2,270,000
  • 33. Audience Size Ecommerce Funnel Step Conversi on Rate Required Facebook Ads 1% 2,270,000 Audience Website 2% 22,700 Website Visitors Total sales $10,000 (average sales $22) 454 Sales Total Sales Desired: $10,000 Hint: Start at the Bottom How Many Sales Needed? $10,000/$22=454.55 How Many Website Visits Needed? 454/ 0.02 = 22,700 How large of an audience do I need? 27,000/ 0.01= 2,270,000
  • 34. Audience Size Leads Total Sales Desired: $120,000 Hint: Start at the Bottom How Many Sales? $120,000/$3,000=40 How Many Sales Calls? 40/ 0.20 = 200 How Many Leads? 200/ 0.70 = 285 Funnel Step Conversion Rate Required Facebo ok Ads 1% ? Reach Landin g Page 5% ? Link Clicks Leads 70% ? Leads Sales Calls 20% ? Calls Taken Total sales $120,000 (ave. sale $3000 ? Sales How Many Link Clicks? 285/ 0.05= 5,700 How Large an audience? 5,700/ 0.01= 570,000
  • 35. Audience Size High Ticket Event or Sale Funnel Step Conversion Rate Required Facebook Ads 1% 570,000 Reach Landing Page 5% 5,700 Link Clicks Leads 70% 285 Leads Sales Calls 20% 200 Calls Taken Total sales $120,000 (ave. sale $3000 40 Sales
  • 36. Find Your Audience Size Funnel Step Conversion Rate Required Facebook Ads 1% Reach Landing Page 5% Link Clicks Leads 70% Leads Sales Calls 20% Calls Taken Total sales Sales Funnel Step Conversion Rate Required Facebook Ads 1% ? Audience Website 2% ? Website Visitors Total sales ? Sales Ecommerce High Ticket Sale or Event
  • 37. • Interests • Look at Page likes • 4-5 interests • Ideas for other interests • What is too Broad?
  • 38.
  • 39. Excluding Audience Exclusions let you better target your ads and can ultimately help: • Lower your cost per action or cost per click • Reduce money spent on wasted clicks • Reach people who are more likely to buy or convert https://www.flickr.com/photos/markusspiske/
  • 40. Here’s How: • First create a Custom Audience list from your existing customer list • Then, as you're creating your ad, target a relevant interest and exclude the Custom Audience list you've just created Exclude an existing customer list to avoid targeting them twice
  • 41. • Here’s How: • First, create a Custom Audience from your website and include those who added running shoes to their cart • Then, exclude people who completed a purchase (visited a /thank-you page, for example) to target only those who added running shoes to their cart but did not buy Exclude people who've converted to remarket (made purchase)
  • 42. Your Turn (20 minutes) Make an audience in Audiences under Assets + Break https://www.flickr.com/photos/emaleth/
  • 43.
  • 44. 1. Figuring out your sequence • Does your offer follow a flow of a healthy relationship? • Multistep • Remember Belle • Offer is a relationship person to person (12 stages or intimacy Desmond Morris)
  • 45. Now Let’s Translate this to Customer Journey Marriage Intimate Friend Casual Friend Acquaintance Stranger 7) Advocate 8) Promote 5) Get excited 6) Ascend 3) Subscribe 4) Convert 1) Awareness 2) Engage
  • 46. Steps (Customer Journey) Stage Example Awareness Really Great Content Engage Compelling Content Subscribe Opt In Convert Stranger to Friend; low commitment offer small purchase or sign up for demo Get excited Deliver on promise Ascend Can I take you out to dinner Advocate When asked Recommend Promote Affiliate or Ambassador (Actively telling others about)
  • 47. ADs Forced Friendship It's a done deal and Belle is now trapped in the castle with the beast and his staff.
  • 48. Skipping to Many Steps Forced Marriage In the village the ignorant and manly Gaston is upset that Belle isn't interested in him. When her father claims she is trapped with a beast, Gaston sees the opportunity to have him committed to a mental hospital, thereby forcing Belle to marry him.
  • 49.
  • 51. 2. Offer Messaging • Does your copy speak to a specific desired end result of your customer? Talk to their specific pain point • Ideal Customer in some state of discontent, that’s why we buy https://www.flickr.com/photos/hadock/
  • 52. Offer • Hooks • Once they bought, what does their after state look like? Before After Have Feel Average Day Status Proof & Results Speed & Automation (Quicker for someone)
  • 53. Offer Copy • Call out your audience (not by personal attributes) • Use question to poke at pain points • Solution to pain point=your offer or Call to Action • Be personable • No need to yell “FREE” • Use bullets, asterisks, emojis
  • 54. 3. Build commitment & micro commitment • Small purchase prior to big purchase • Commitment of time ex. Webinar • Think Promise Ring before a Wedding Ring https://www.flickr.com/photos/mikelao/
  • 55. 4. Little Victory • Overcome self-doubt Ex. Constant Contact Step 1: design email template upload logo, Step 2: pick colors, Step 3: congrats you crafted first email, Step 4: now upload list. www.sociallystacked.com/2013/05/6-ways-to-leverage-your-facebook-cover-photo https://www.flickr.com/photos/familymwr/
  • 56. Software-as-a-Service (SaaS) Companies Lead-Gen Businesses A lead-gen business is any service-oriented business that’s using Facebook Ads to find new clients. E-Commerce Sellers
  • 57. Upsells to higher packages or tiers of service Pushes for referral program participation Requests for feedback, reviews or testimonials Referral marketing incentives (or better referral marketing terms for top advocates) Access to private Facebook groups or forums Recognition of their “top user” status Upsells to higher packages or tiers of service Pushes for referral program participation Requests for feedback, reviews or testimonials Invitations to in-person events Special referral marketing bonuses Extra services not available to the general public Upsells or cross-sells to related products Pushes for referral program participation Requests for feedback, reviews or testimonials Special VIP-only coupon codes Special referral marketing incentives Invitations to in-person events, such as product launches, tradeshows, etc Advocacy/Promote: Custom Audiences (top 20% customers)
  • 58. Free trials Paid trials Paid subscriptions Pushes to lead-gen landing pages Pushes to webinars Product-specific dynamic retargeting ads Product sales Re-purchase ads (for products that run out) Coupon codes Get Excited/Ascend: Custom Audiences (past purchasers, several visits to website, email engagement above norm, high lead score) Make the Sale
  • 59. “10X” content Marketing videos Case studies Lead magnets “10X” content Marketing videos Case studies Lead magnets Product reviews Product comparisons Subscribe/Convert : Custom Audiences (email List, Website Visits, Facebook Engagement, Past Customer purchases, app use) & Lookalike Promote Benefits
  • 60. “10X” content Marketing videos Ungated blog posts Past positive customer reviews and/or testimonials Media mentions on major news outlets “10X” content Marketing videos Ungated blog posts Ungated white papers or case studies Past positive customer reviews and/or testimonials Product introductions Positive reviews and/or testimonials from past customers Product reviews 10X content Influencer/experiential content Awareness/Engage: Core Audience & Lookalike Value, Value, Value
  • 61. Offer- Should You Show Pricing? Hotel AdsTravel Ads Tip: Check out Competition & analyze their ads to understand why they might be working http://www.bandt.com.au/advertising/how-to-create-better-banner-ads-for-travel-media-and-dining-clients
  • 62. Choose Images to Convey Hook or marketing message • Tell story • It catches attention of the reader without being flashy or off-brand. • It reflects the brand and customer journey. • Display Product • Play off emotions already associated with imagery https://www.flickr.com/photos/richardsummers/
  • 63. Better ads • Use smiling people • Use high contrast & colorful photos • Use photos that show the benefit of the product/service, not spammy call-to-action • Address an emotion • Use symbolic images • No more than 20% text on image • Use the image to catch their attention & “sell” them on clicking the ad NOT convince them to buy. You’ll use your sales funnel for that.
  • 65. Get Image Ideas Use Google images, Dreamstime or Creative Common (Flickr)
  • 66. Choose 2 Facebook Success Stories Continue
  • 67. Carousel Ad: Charge Cords Audience: • Custom Audience (based on website Traffic) English-speaking • Aged 22–65+ living in either the Oceanic or European region. • Excluded people who had made a purchase from the Charge Cords website in the last 180 days. Event: “Purchase” Call-to-action: “Shop Now” Campaign Results: • 4X increase in sales from Oceanic and European countries • 4X return on ad spend https://www.facebook.com/business/success/charge-cords Back
  • 68. Collection ad format,(hero video + a shoppable experience) MeUndies Audience: • lookalike audience based on a Custom Audience of its past purchasers Campaign Results (10 days): • 40% increase in conversion rate • 47% increase in new subscriptions from the mobile campaign • 44% boost in new customers from the mobile campaign • 1.5 million people reached https://www.facebook.com/business/success/meundies-2 Back
  • 69. Video Ad: Series Wander Beauty • application videos • products being applied on different models with different skin tones Audience: • Custom Audience existing customers, & segmented this list based on interests, such as beauty products and accessories, cosmetics and online buyers • Multiple lookalike audiences • Women in the US aged 25–50, with interests in digital retailers, beauty and beauty accessories, fashion, and health and wellness Campaign Results (2 Months): • 4.4X increase in sales • 59% decrease in cost per sale • 2.3X increase in conversion rate https://www.facebook.com/business/success/wander-beauty Back
  • 70. Video Ad: Manscaped Tested a variety of video thumbnails, ad copy and headlines. Audience: • Custom Audience of past buyers • lookalike audience • general audience of men aged 21–45 Event: “purchase” Campaign Results (2 Months): • 3.4X return on ad spend • 67% decrease in cost per acquisition (compared to the baseline Facebook campaign cost per acquisition) • 53% increase in conversion rate (compared to the baseline Facebook conversion rate on Shopify) https://www.facebook.com/business/success/manscapedBack
  • 71. Video Ad: Bombas Inspiring Storytelling Audience: • lookalike audience based on people who watched the video • retargeted people who saw the video and visited its site but did not purchase any socks, showing them dynamic ads. Call To Action: “Shop Now” Campaign Results (3 Months): • 30% increase in return on ad spend • 50% increase in click-through rate https://www.facebook.com/business/success/bombas#u_0_f Back
  • 72. Carousel Ad: Precision Nutrition Audience: • website visitors from last 90 days who didn’t already like Facebook Page • interests similar to Precision Nutrition’s current Page audience Call To Action: “sign up” Campaign Results (4 Months): • 6,000 new newsletter signups or email downloads • 50% lower cost per lead than standard link ads • 50% higher click-through rate than standard link ads • Over 2 million people reached • $0.07 or lower cost per click https://www.facebook.com/business/success/precision-nutrition#u_0_m Back
  • 73. Offer Ad: Chicago lash “Bombshell Look Lash” package—marked down from $300 to $99. The ad linked to the company website and encouraged people to call the salon to book an appointment. Audience: • 20-mile radius around his business location. • women 24–55 years old • women interested in beauty, makeup, spa, Kim Kardashian and Oprah Winfrey Call To Action: “Book Now” Campaign Results (7 Months): • 50% increase in overall sales • 2X more daily appointment bookings • 3X more lash refills per day • $0.45 per website click from Facebook Ads https://www.facebook.com/business/success/chicago-lashes Back
  • 74. Store Visits Ad: Cupcakin’ Bake Shop ran in the late afternoon Audience: • people aged 18–55, • living within 5 miles of the shop • who were interested in weddings, flowers and, of course, cupcakes. Call To Action: “Get Directions” Campaign Results (12 Months): • 25% increase in foot traffic since the campaign launch • 30% increase in website traffic since the campaign launch • 4.5X more sales compared to results from print advertising https://www.facebook.com/business/success/cupcakin-bake-shop#u_0_jBack
  • 75.
  • 77. Collections ideal for e-commerce companies Promoting new products and cross- selling with complementary items, aiding increase in conversion rates Mobile Facebook Feed Only Need Product Catalog or Canvas https://www.facebook.com/433382740093484/videos/1194768897288194/ https://www.facebook.com/433382740093484/videos/1194768897288194/
  • 79. Canvas • Canvas is a full screen experience for mobile devices. • 3 Tips for Using Canvas • Know the story you want to tell about your brand, and use short videos, clear messaging and powerful images • Use high-quality images and video that take advantage of the full screen experience • Mark clear paths through your Canvas with simple steps and actions to take (like descriptive text for buttons and links) You should use a collection with Canvas when: • You don't have a product catalog. • You want to drive traffic or conversions to your website or app. • You want your customers to learn more about your business in a fast-loading, full screen experience. https://www.facebook.com/business/success/cirque-du-soleil-paramour/
  • 80. Creating a Product Catalog Needed for Collections & Dynamic Ads (retargeting) For a How To Go to these resources: https://www.facebook.com/b usiness/help/1397294963910 848 or https://www.jonloomer.com/ 2017/04/05/facebook-ad- collection/
  • 81. Facebook Video Ads Video Story about who you are. Story can be related to how you solve this problem, then a product demo, and then customer testimonial, and finish call to action Examples: • “Hey here’s our story, here’s how we got into this thing, this is the problem we solved, this is a demonstration of our product, here’s a happy customer, check us out” • Customer Testimonial • Top 5 Top 10 lists • Before and after articles • Instructions & how tos Acquaintance Stranger
  • 82. Facebook Video Ads • Causal Friend Intimate Friend • Pitching • Product Demos, new product announcements Marriage Intimate Friend Casual Friend
  • 83. Example of a video Ad Funnel
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  • 85. Customer Testimonial Tips • share a review where the customer tells a personal story • consider which stage in the buying cycle your customers are in • use product reviews to target first-time visitors and site reviews for people who already know your store • keep your text short and don’t refer to the review in your copy • find stories and reviews that use words like “I,” “my” or “we.”
  • 87.
  • 88. Messenger as a destination Ad in your newsfeed that looks like a regular link but once click it opens in a message with that brand or Facebook page • 1 in 2 people say more likely to shop with a business they can message • Use at the Subscribe/Convert stages Facebook Messenger Ads •11% higher booking rate through Sephora Assistant •3 steps with Sephora Assistant versus 8 to book https://www.facebook.com/business/success/sephora
  • 89. • Sponsored messages, sent to Facebook messenger inbox • Send promotions to people you are already talking with messenger bot. Use for Reengagement Facebook Messenger Ads
  • 90. Abandon Shopping Cart Custom Audiences from your website https://www.facebook.com/business /a/online-sales/custom-audiences- website?campaign_id=648959365201 614&placement=broad&creative=682 61306412&keyword=+facebook++re marketing&extra_1=5823d0dc-ab6d- 4f88-a4fc-ee84016fbdb7
  • 91. How Long to Run Facebook Ads Start with 3-5 days • 10,000 impressions • Or allow each ad to receive at least 20 conversions • Every change needs another 3- 5 days
  • 92. Where will You Take People?
  • 93. Make Small Changes Facebook Ads $50  $200  $600 $50  $60  $72 Don’t Increase Budget more than 20% at a time & let go for 48 hours
  • 94. General Goals Amy Poterfield Podcast #127 with Rick Mulready Facebook Ads Measuring Costs Every Niche is Different less than $1Less than $8 Cost per lead Cost per click (CPC)
  • 95. Advertising Benchmarks 2015 Click-Through Rate: The percentage of users that click your ad. The higher, the better.
  • 96. Warning Math Ahead…. Take a deep breath https://www.flickr.com/photos/jimmiehomeschoolmom/
  • 97. Facebook Budget Funnel Step Conversion Rate Required Facebook Ads 1% 2,270,000 Audience Website 2% 22,700 Website Visitors Total sales $10,000 (average sales $22) 454 Sales $1 (CPC) x 22,700 Clicks= $22,700 Cost per lead/conversion< sale of product or LTV Customer What if the Cost per Click is ? $0.2 (CPC) x 22,700 Clicks = $4,540 $22,700 >$10,000 $4,540 <$10,000
  • 98. 50-75% OF ALL ADS FAIL EVEN THE EXPERTS Get Your Mad Scientist on & EXPERIMENT https://www.flickr.com/photos/valiantize/
  • 99. What to Test? • At least 2-3 different images & ad copy variations including headlines • Test different landing page/optin variations- headlines, images, bullet points • Different Ad placement: desktop, mobile, devices • Break down ad sets down into age ranges & genders Image from Adespresso
  • 100. Your Turn (20 minutes) Create an Ad Post under Page Posts + Break
  • 101.
  • 102. Facebook Ad: Start by picking campaign objective
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  • 109. Placement Facebook Ads • Pro tip: always edit placement • Remove audience network
  • 110. • Use a lead magnet ad for audience that already has interest in the content & solution you offer • 97-99% people will not be ready to purchase • Goal: Increase email subscribers • Measure: Email sign ups (Website Conversion) Cost per Lead/Sign Up How to Generates Leads
  • 111. • Use ads to increase reach • Use copy to promote sharing of your content • Goal : Generate more traffic to website & blog • Measure: Clicks to Website-CPC & CTR (traffic) What if I have Small List or Low Traffic To Site
  • 112. Let’s Not Forget Growing Your email List Thru Ads https://webprofits.agency/blog/ultimate-guide-email-sequences/ Why? Lowers the Cost of Acquiring a Customer
  • 113. Running more than one ad & ad set Use UTM Codes to track results Create UTM here: https://ga-dev- tools.appspot.com/ca mpaign-url-builder/
  • 115. Custom Conversion • Page after initial landing page • Example Thank You page • URL contains
  • 116. Dark Posting Selectively Solicit Feedback More On How to: https://www.youtube.com/watch?v=IVTlqAqQCCQ
  • 117. Your Turn (20 minutes) Make an audience in Audiences under Assets + Break https://www.flickr.com/photos/emaleth/
  • 118. Is a Positive Return On Investment https://www.flickr.com/photos/dennism2/
  • 119. 6 Steps to measuring 1. Set Conversion Goal 2. Track Conversions(Reach, Leads, Conversion Rate, Traffic, Customers) 3. Assign monetary value to each conversion 4. Measure Total Benefits by Channel 5. Determine Costs 6. Analyze Results & Improve http://neilpatel.com/wp-content/uploads/2015/08/Facebook-Ad-That-converts.pdf Facebook Ads Measuring ROI
  • 120. Warning Math Ahead…. Take a deep breath https://www.flickr.com/photos/jimmiehomeschoolmom/
  • 121. Generally Speaking $5 should get you 5-30 clicks Here’s how it looks; 100 Website Clicks 40 Optins – (40% Conversion) 2 sales – (5% Conversion) = $100 Revenue – (2 sales @ $50) To break even on this campaign you would need to ensure your cost per website click was $1.00 or less. $1 x 100 visitors = $100 http://neilpatel.com/wp-content/uploads/2015/08/Facebook-Ad-That-converts.pdf Cost per lead/conversion< sale of product Facebook Ads Measuring ROI
  • 122. Facebook Ads- Pro Tip check relevancy, after 100 interactions, get it over 7 closer the 10 the better Why? lowers ad cost
  • 123. General Stat Goals Cost per lead less than $8 Cost per click less than $1 Click thru- Rate more than 1% Relevancy score 7 & above Frequency Rate 1-3 Amy Poterfield Podcast #127 with Rick Mulready Facebook Ads Measuring Costs Every Niche is Different
  • 124. • Your Offer • Your Targeting • Your Ad Copy/Creative • Your Ad Scent Troubleshooting Ads Four likely culprits: https://www.flickr.com/photos/qole/
  • 125. What We Learned Today All About Facebook Ads • How to create awesome Facebook Audiences • Customer Stages • Perfecting the Offer • Setting up an Ad Campaign • Budgeting
  • 126. AND IF YOU DO ALL THESE THINGS (You know, as in get all your ducks in a row)
  • 128. If you loved the class, I would love to hear about how you will use what you learned Before you leave write a review @Bloggerithm on Facebook P.S. If you review with 24 hours I will send you a link to Troubleshooting your Facebook Ads