In order to understand why you are not getting leads we need to take a look at the data and give us the determination of measurement on the reason why your campaign has either lost traction or didn't pull any weight to begin with.

1.  Your audience is currently fatigued.  They have seen your offer too many times and now are not reacting to it anymore.
2.  The campaign lost traction.  It was working for a while and started to not work anymore.  Could be because of audience fatigue but costs have creeped up, and it is more expensive to acquire a lead thus you are getting less leads within your budget. (if your CPA is $5 per lead and your budget is $1,000 then you will get 200 leads but if your cost went up to $12 per lead and your budget is still $1,000 then you will get 83 leads).  ($1,000/$12)
3.  If you didn't happen to get any leads from the campaign, it could be a variety of reasons.  Your offer sucks,  people are not responding to the offer,  your ad creative is not attracting people's attention.  They overlook your ads.  You could be targeting the wrong people.  The offer is great, and the ad is amazing, so you are getting clicks out of curiosity but no one is taking action because they are the wrong market to begin with.

Understanding this will help you be able to make better decisions on how to improve your marketing campaigns.

You don't have to just always pull the plug on an offer, it could be a great offer, just look at the data and this will help you make a better decision on what you should change to improve your performance.

In the image above I can see that this particular ad did not get any leads yet.  It shows about $11.43 dollar spend and had a reach of 971 people with 1,275 impressions.

It shows that it received 7 clicks.  So based on my history if this campaign normally gets at least 3 sign ups from 7 clicks there is a potential that this ad may not perform well so I may need to pause it and redirect my budget to a better ad and ad set.

Being able to read data and very important in helping you understand what decisions you should make to a campaign.

Click Through Rate, is the most determining factor we use to make decisions on whether or not an ad will over-perform or underperform.

You can see very clearly that it plays a HUGE role in cost and also acquisition quantity.

The Cost Per Link-Click above generated him a $0.28 cent click because of his 3% CTR.   Therefore you see how important CTR is in determining costs.  The more clicks to the page, the more leads.  The more leads within the set budget the more cheaper the leads will be.

Focusing on optimizing the Click-Through-Rates helps increase the overall performance of the campaign to start generating more leads, more clicks, at cheaper costs.

Your campaign is getting leads but you are not getting that many.

1.  Are you optimizing for conversions?
It's very important to have your campaigns set up to optimize to get you conversions.  By doing this, it will help Facebook understand what it should do for you to get you more leads and if you are getting traction or at least some leads it will be able to show your ads that are most relevant to users who will likely click and sign up.

In the image above we are setting up a campaign to optimize to get more conversions.  If we don't do this the only thing we would be able to measure is clicks or landing page views and that is not going to tell me how many leads we are getting and how much we are spending per lead.

I need accurate data to guide me on which ads are getting leads, which ones are not, and how much we are spending so that I can make decisions to increase the performance of the overall campaign.

2.  Determine What is your Cost Per Acquisition?

In our case we are determining an acquisition to be a lead.  How much are we spending to get leads?  This will indicate how many we are acquiring within our budget.

You can see in the image above we are getting leads that cost around $2.83 per lead.  We have already acquired 73 leads so far.

So we have spent $206 dollars.  So if we continue at this rate, we should be able to get 2830 leads at $2.83 cost per lead.  

So now I can make a prediction that if I set a budget of let's say $5,000 I should be able to get anywhere from 11,000 - 14,000 leads.   

The only problem is my leads will not be $2.83 forever.  They will eventually start to get more expensive and there should be a Lead Cost Range.  Somewhere between having a $5 lead as a safe zone, and make a determination that we are not willing to spend more than $10 to acquire a lead.  If we spend more than that we will pause the campaigns and re-optimize.

So now I have a set goal, I have a set budget, and I also have set my targets.  By doing it like this I will not chase lead costs, I will be able to scale based on my targeted CPA and then if I go below the $5 per lead safe zone I will know it's time to start preparing some other ads, and ad sets.

Just like the image above.  I suggest writing down your goals.  Setting a budget, and predicted CPA that will help you reach your budget.  That way you clearly understand what it will take for you to reach your targets. 

In the example above.  We want to get 350 leads.  And this client has a budget of $6k to help him reach those goals we need to set a target CPA of $17.14 or less to reach 350 leads goal within his budget.

So now that you know how much your leads are costing (hopefully), you have two choices.

1.  Increase your ad spend to reach your goals.
2.  Optimize your campaigns to get cheaper leads within your set budget.

If you want to reach your goals quickly then increasing your budget and optimizing your campaigns at the same time will help.  

But if you are on a restricted budget, you will need to do your best to optimize your campaigns, change your images, copy, and text and make it more presentable to your market to get them to click through and sign up.

In the example above you can see that this campaign received 31 clicks but no sign ups.  Even though this is still not enough data to make a final decision on the performance of the campaign because we have seen many times ads not get any leads for days and then all of a sudden start to pick up and get $1 leads.

This however may indicate that we need to make  specific change to the campaign.

1.  The Landing Page
If you are getting tons of clicks but no one is signing up on your website or landing page.  It could likely be a page problem.  Are you promising red apples but when they get to the landing page they see carrots?

Another thing you could be doing is targeting the wrong people.  Sometimes you could have a solid ad and funnel in place but when they go to the page they don't sign up.  They were just curious.  They may have thought of something different and wanted to check you out, but when they went to the landing page you didn't give them enough value on the landing page or ad to persuade them to take action.

Measuring your "Landing Page" conversion rate is another part of this process I will go further into on another blog post.

2.  You're optimize for Clicks Objective Is Giving You the "Happy Clickers"

I always didn't like this market.  The people who click every ad with never having any intention to sign up.  We call them the happy clickers and when you do not optimize for leads, and you create campaigns with the sole objective to get clicks or landing page views.  That is mostly what you will get.

Because Facebook has an algorithm that says, "we will do whatever you say.  If you want more leads, we will try to get you more leads.  If you want more clicks, we will try to get you more clicks, and only clicks."

So what it will do is show your ads to the most likely person who will click.  That's right... Click...

​It didn't say anything about sign up.  Just click.  And it will show your ads to clickers.  Not really the people you want this to be shown to.  

​Remember to optimize to get leads.  And also remember to not tell them to click unless you have given them a "clear" statement of what happens next!

1.  How much is your current Cost Per Lead?
If you don't know this answer, you need to find out!

2.  What is your targeted # of Leads you want per month?
Write down your targets.

3.  How much are you going to have to spend to reach your targeted goal, and what will your Cost Per Lead need to be?
Write this down...  Write this down...  Write this down.

Any rational person will answer letter A - any of the other options will get a high chance of a slap in the face! If you answered any of the other options, then I tell you your guts will get you in trouble! Among anyone else.. YOU HAVE TO READ ON...

Let's face it. We think we know the right answer. But why are we proposing to our customers right off the bat?? Why do we assume that they know us? Why do we go ahead and talk about how our products and services fit them, or what other people think about us - right away? WHY ARE WE GETTING AHEAD OF OURSELVES?

It's because we fail to assess the traffic temperature of the audience we are speaking to.
Each type would need a different level of approach. You wouldn't talk to a stranger the way you talk to a friend. You wouldn't consider a business partnership with a friend you haven't spoken to in a long time; but will highly consider it with someone you really know well - like your best friend or a close relative.

The approach is not a "one size fits all". You need to know the level of relationship you already have with your audience before you start talking and throwing them off!

Cold. Warm. Hot. Segregate your audience and create specifically targeted ads that speaks to them at the level of which they know you.

Each type of Traffic will respond to you positively with a certain kind of Language.
Here are the offers you can run based on their Traffic Temperature:

Getting leads and closing leads in a process.

Here is a systemized way you can go about it to help you get more leads and close them.

1.  Acquiring the Lead Through Multiple Channels

Most people rely on using Facebook ads to get leads.  Which is good.  But you shouldn't limit yourself to one or two or even three channels.  

For example, if Facebook was to shut down your ad account (if you didn't have multiple ad accounts) you business would freeze.  

Because you don't have another source of generating leads besides word of mouth.  Word of mouth is very great and everything but it's not "scalable."  

You want something that you can control and scale so that you can grow predictably.  

I highly recommend outsourcing your lead generating via a virtual assistant who can 

1.  Reach out to leads via linked in and messenger
2.  Apply Google SEO to your website through backlinks and blogs to grow your exposure
3.  Run Google Ads
4.  Run Youtube Ads
5.  Run Bing/Yahoo Ads
6.  Post on third party websites and partner with other brands in exchange for sharing some of your clients to their business if you believe their business is of value.


2.  Create a Follow Up for Leads To Pull Them Into an Appointment

Acquiring the lead is the first step but setting the appointment is next.  You need to be able to create email follow ups and text message follow ups that can nurture the leads, provide them with a ton of value and information and proof that your business has people getting great service from you.

It requires some creative relationship building content and phone calls to help get them not only aware of your brand and story but also give them enough value to earn their trust overtime to financially commit with you.

From there your automation should link them into committed appointment calendars where they can book a call with you or an in person consultation.

Set up your automation and optimize it based on the percentages that are you seeing from your lead flow.   If you are getting 100 leads a week and you are booking 50 appointments per week then that's roughly a 50% appointment set and is relatively a good starting point.

If not, then you need to optimize your flow and get these people on phone calls to help you better create your automated follow ups.  

(remember, sometimes the reason they are not booking appointments is because they may not even be seeing your emails/text, so make sure you confirm they are getting that content from you)!

3.  Getting Shows For your Appointment

So let's say you get 100 leads and then from those 100 leads you get around 50 appointments.  

Out of the 50 appointments you get booked, you get let's say 40 people to show up.  So you know now that you have a 80% show rate and a 20% drop off rate.

So you know you can improve on those shows by apply specific tactics to increase your show rates.  (something I can explain in a separate blog post).

But ideally you want to keep an aggressive follow up strategy in place to keep the conversation flowing up until the appointment.   I mean they need to be thinking about you at night time all the way up until that appointment day.  Because if you keep a good communication (comms) up with your prospect you will be able to get a better accountability of your lead. 

So they will likely either show up or tell you that they can't show up giving you the ability to reschedule the lead.

3.  Selling Your Leads

This in it's own is important as you need to be able to sell your leads (no sh*t)!  But the most important part of this is making sure on that sales call you are giving as much value as possible so that the value of your service or product far exceeds the cost.  

So finally out of the 100 leads, 50 appointments, and 40 shows you sell let's say 5 people.  

So your sells conversion rate is ideally low.  That's something you can work on, however at least you know where your numbers are and what to improve on.

At a 5% sales conversion ratio from leads you are able to optimize the bottom part of your funnel, and even perhaps the top part of your funnel.  Improving the type of leads you are getting thus lowering the volume possibly but increasing your sales rate significantly.

So out of the 100 leads lets say you change your marketing tactics and copywriting getting only 50 leads.  Out of 50 leads you get 20 appointments and out of 20 appointments you get 19 shows and out of 19 shows you get 10 sales.  

That is ideally better than the 5 sales and 100 leads that you got isn't it?

So from here you are able to help modify your "sales conversion rate" on the top of the funnel and are able to put your marketing campaigns in front of your ideal customers who are buying.

This is one of the many examples of improving your systems and generating more sales.

If you'd like to learn more or get us to help you create a sales funnel click here below and fill out an application to qualify for a quick strategy call!

​

Pay-per-click (PPC) campaigns can be incredibly valuable for brands of all sizes.

They are the most effective strategy at driving traffic, generating leads and sales quickly.  

I hope this blog can help you automate many of your campaigns that you have or will create in the future.

Data has shown:

• PPC campaigns are one of the top three generators of on-page conversions
• Traffic from paid search results yield more conversions than organic traffic
• While PPC campaigns have incredible potential to be high-performing and high-converting, they're also an exceptional amount of work. To get results from the campaigns, you need to manage every aspect of your PPC campaigns. Fortunately, automation can help. 

You can create an automation inside of a software called zapier.

Within zapier you can create a so called "zap."   This will have people who click on your PPC campaigns and opt-in via a lead form or landing page.  The information will zap them to your CRM or email/text marketing software.

You may also send that information to a excel spreadsheet online all automatically within having to manually do it.

You can create a zap that can send the contact information of that lead who signs up directly to you as a notification.   You can even get a text notification, email notification, or if you use softwares such as slack or other third party apps you can send a notification to your sales team so that they are aware to immediately contact that lead.

This is "vital," as the sooner they get in touch with that lead, the more likely they will be able to convert that person into a customer.

When a lead signs up from your opt in form or website.   You can set up a zap to automatically send this information to Google ads, Facebook/Instagram Custom Audiences, and Linked in Custom audiences to build your retargeting list so that you can accurately retarget people based on the actions that they take and don't take inside of your funnels.

This is powerful because you can not always depend on the "pixels" inside of any marketing channel.  Reason being is sometimes cookies are not counted, and even due to the new IOS 14 changes not all apple users will be tracked therefore minimizing the size of the retargeting lists.

When a lead signs up you can create zaps inside of zapier to automatically email and text the lead thanking them for signing up and information them on what is the next step.  

Also sending out information about your service or products and asking a question keeping the conversation open until the next conversion is created.

This is very powerful as it helps establish a relationship with your prospects all automatically and improves your sales conversion rate significantly. 

Due to the significant restrictions to some websites, and blocks from tracking it makes it very hard to get as close to a 100% accuracy on tracking.  

Therefore it's vital to use offline conversion information.   ​Offline conversions have always been trickier, however. What about in-store purchases? Or customers who attended a live event, or users who made a phone call to book a call? These actions can all be driven by ads. While it's more difficult to track those metrics, it's important to do so.
Facebook’s Offline Conversions API allows you to track this data, however, and automation can make it much easier to set up. 
​
You can use Zapier to send offline conversions data to Facebook from Google Sheets, EventBrite, and even an eCommerce tool if it’s not being tracked by the pixel. This is crucial in getting a much better understanding of exactly how effective your PPC campaigns are. 

If you're like to learn more about zapier, and how get information on moderate to advanced automation tactics feel free to reach out to us via the online chat widget below and we'd be happy to assist you with your automated marketing needs.

Many of you may have read the book "The Ask Formula"

It's a very good book and if you haven't I highly suggest you read it.  

It in detail explains how to ask questions through survey methods to get the certain kind of prospect that you want.

The main reason we love to apply survey funnels is because,

1.  Consumption is the main reason your lead quality is low.  The people need to consume your content to the highest level in order to fully understand what it is they are getting out of your service.  

Most landing pages and even emails people do not necessarily "read."  Instead they "scan"  and pick up on headlines and the first sentence or two of your copy.

In order to get the highest level of  consumption we love to implement "surveys" 

As a question can never be answered unless it is fully "read" and understood.  

Therefore the consumption level of the survey is around 85 - 95% vs the consumption level on a standard landing page (depending on the brand's influence to the market) is around 30 - 40%.   

2.  Some people don't want what you have to offer immediately.   The survey funnel ask questions and gets a very clear understanding of the readers needs.  

Therefore we are able to line up our questions in a way for them to consume it and if they answer a specific question they go to a funnel or series of questions based on their answers.

For example.   If you love apples.  I am going to send you a landing page that talks about apples.  

Now for a standard landing page you may go to a landing page that talks about red apples and therefore if you don't like red apples you may bounce.

But if I use a survey funnel and ask you what type of apples you like and you say green,  I can direct you to a series of questions that ask you how big the apples are, and how fresh you like them and how much you are willing to pay for them.  

Following that I will direct you to a funnel where you can consume the green, large, and fresh apples that cost $1 where you will likely convert.  

This helps us speak to our market who they are with what they like and also helps us determine the "type" of market who are signing up...  

Therefore increasing the quality of our lead.

Get a list of customers you already have and ask them what they like about your service.  

Why they joined your service.

And what they didn't like about your service.  

Compile that list, and now take it and incorporate it into a survey.  

It's really that simple.  Just make sure you structure the questions in a format that gets them to honestly answer the right or wrong question.  

If they answer the question with the right answer they move on to the next series of questions that funnel them into your landing page where you want only the ones who truely need what you have to offer convert.

One of our clients wanted to get better quality leads and what he was struggling on was objections due to price.  

So besides learning how to handle objections better what we did was create a survey funnel and asked them a series of questions.

The last question asked them how much money they were willing to invest into his service.  

Some people said $100, some people said $1,000.  

So the ones that said $100 moved to a different funnel where they can consume more content about his brand.

The ones that said $1,000 moved to his landing page and converted.  

His quality became much better overnight!

​The reasons are very random.  But it is very robotic.  

They restrict account access through a series of algorithms that just fire from the slightest unusual activity.

The system is definitely not reliable thus when the accounts are restricted in most cases you can appeal it and get it reinstated quick immediately. 

Just keep in mind.  If you are following guidelines and feel it is an error.  Persist and continue to appeal the account until it gets reinstated.  
​

First, I would highly recommend getting "3" backup accounts.  

That means having 3 profiles that are active, and 3 ad accounts that are active as well.  

I believe that because if one ad account is down,  you can instantly flow ads to the other account without the delay of waiting for it to get reinstated.

Second, if it gets restricted go ahead and appeal it immediately.  Appeal it and wait for them to reply back.  No need to contact them more than once as they have already have your appeal in qued.  

It's a hit or miss when it comes to them looking at the account. 

Sometimes they will appeal it right away and sometimes it could take weeks or even months.  

At the moment I recommend having multiple accounts because right now due to COVID the waiting period has been taking extremely long for appeals to get reinstated.

So as a business owner, don't wait.  Already have your backup on standby and active.
​

It's a hassle believe me.  But best practices are to always as follows:

1.  Stay within guidelines (FB keeps a record count of disapproved ads and it adds up over time.  The more disapproved ads puts you at risk for getting it banned)

2.  Keep Competitors and haters at bay.  (Yea, there are some people that will continue to see your post and mark it as spam and that also ads up.  Give value on some of your ads and it will aid you in keeping good feedback in the feeds)

3.  Use Credit Cards as payments (There was a scam of people abusing the platform and not paying for ads, I'm not too sure how it happened but they are very sensitive when it comes to payment.  Make sure you use a valid card and it matches your name as well as your business.  Don't use Paypal or anything else)

4.  Don't create a brand new profile and start running ads immediately.  (It's just a red flag.  FB tracks IPs and everything.  Very easy for them to know what you are doing and it makes it look like you are being sneaky.)

BONUS:  Don't put all of your eggs in FB.  (There are still other platforms that you can use.  Google, Tik Tok, Linked in, Youtube, Snapchat are all platforms to run ads on.  Become Omnipresent).


I hope this was valuable and you got some good info from it!

That's one of the most important things I learned.  I use to start urgently speaking before I even knew why my prospect even signed up.  

I was just too eager to educate them about our process, systems, and the successes we've generated for our clients.  

I was just too excited about telling him the many things we could do to help him grow his business. 

I didn't even touch what they signed up for thus, I wasn't able to help solve their problem.

It sucked....

But I realized that I needed to ask  them questions. 

1.  What was the problem they were facing.
2.  How important was it to get this problem fixed.
3.  How much were they willing to invest to get this problem fixed.

Those were the key points I needed to know.

Value is the perceived worth of your product or service to the prospect.  It is the important factor that determines how affordable, cheap, or even expensive your product is.

I knew that if they were not willing to invest the amount of service to help solve their problem.  I did not give them enough value for them to believe it exceeded the cost.

You see...

You need to give your prospect so much value, that the value exceeds the actual cost of what you deliver.

It's almost so unbelievable for the price to be so affordable and you get so much from it than it's a no brainer to not commit.

But... 

If the cost exceeds the value.  (That just mean you didn't give them enough value) then it will appear expensive.  Thus, harder to sell.

In our marketing agency, we run many survey funnels for our clients.  It helps us out in so many ways.

1.  We are able to ask questions and segment other questions to other pages based on what people are looking for and what their problems are.

2.  It helps us filter out the people who are not serious or our non-buyers but move them to a funnel or list that can warm them up and eventually get them back into the commitment.

​3.  It aids our sells process because we are able to ask direct questions and get a full understanding of the market's needs allowing us to structure our sales conversation per every segmented prospect.

4.  It's just awesome to use.  It helps get better conversions, and it helps our clients get a better quality lead.

Check out on of my client's funnels below to see how his process is set up.

https://www.cpcclients.com/body-conscious-lp41618787

If you want your sales to improve (which I know you do).  Then watch this video.

It's simple.  They just don't answer the phone sometimes.  

It's normal.   

We are all busy with our lives.  I don't have time to answer a telemarketer's or a bill collector's call.

And of course, if it's from an unknown phone number. 

Don't expect anyone to pick it up.  Just depends on the time of the day, and their mood I guess... 

It works, to a certain degree.

I have seen many of my text messages not getting read.  

There is a filter in text now on the IOS iphones.  

It will remain their for unknown numbers.  

The likelyhood of the text is likely to be seen before an email though.

Well, that's another thing. 

It likely went to spam.  Especially if you attached something to the first email or posted a link. 

The emails are very sensitive when it comes to pushing out your first email to folks. 

You've got to keep that email down to one sentence, and request that they mark your email as "non-spam."

Otherwise... It won't get read.

YouWhat's app is very powerful to get ahold of leads.

I use this myself.  I have them sign up and then instantly I promise them a gift of some sort.  

But they have to click the button to receive it.  As soon as they click the button, they go here.

Click here to find out.

If you have what's app you will find that it takes you directly to the conversation.

And from there, you will also see a pre-filled message.

​This allows me to talk to my leads directly in the app.  I have now accountability.  I can now call them on a Facetime in the app and my answer rates are 100% and my response rates are 100%.

​Try it out and see for yourself!

The code template you need to use as the hyperlink is below.  Replace the YOURPHONENUMBER with your actual whats app number, and the xxxxxx for the pre-filled text you want to use:

https://wa.me/YOURPHONENUMBER?text=XXXXXX%20XXXX%20XXXXXX%20XXXX%20XXXX(hitsend)

​

Objections are very common in an appointment setting. To handle this, you must be prepared for what is coming at you, listen attentively to your potential buyer, and demonstrate that you truly understand their concerns. You need to prepare responses to common rebuttals from your leads to regain the upper-hand.

Customize your objection list to market . Each market has its own objections, and if you aren’t prepared for those, you’re going to lose deals to someone that is. Sort your objections into groups by market, and add objections you get from only certain areas.

Pro Tip: Don’t let objections or rude leads devastate your spirit because if you do, there’s a great chance it will come across in your tone when you are calling the next lead. That will definitely affect your call handling!

If you are a business owner who is highly reliant on Digital Marketing for customer acquisition - your Facebook Ad Account is one of the most important Digital Assets you may possibly have. One of the biggest problems that you could ever encounter, then, is a disabled Ad Account! Uh-oh!

If this has ever happened to you, or it’s currently happening now, better read on! Below you’ll learn about the usual causes - and most importantly, the next steps you’ll have to take to hopefully get Facebook retract the Ad Account Deactivation!

There are many reasons for facebook to disable your Ad Account.
Among the reasons are:

• Ensure that all accounts connected to your Ad Accounts have a clean payment status with Facebook
• Check your affiliated payment methods and ensure that they are integrated correctly
• Contact your bank or payment method provider to ensure that your payment accounts have no problems
• Appeal for internal review and provide necessary confirmation information that will be requested by Facebook by clicking on the hyperlinked contact us on the notification in your ads manager.

• Review your IP address settings
• Review your Ad Account Access Permissions
• Appeal for internal review and provide necessary confirmation information that will be requested by Facebook by clicking on the hyperlinked contact us on the notification in your ads manager.

Failure to Comply to Facebook Advertising Policies

• Make sure you review and take note of the Facebook Advertising Policies.
• Review your ads; if you think you have been compliant - appeal their decision by clicking on the hyperlinked contact us on the notification in your ads manager.

If you’re the type who can accept defeat right off the bat - you can proceed by letting go of the disabled ad account and create a new Business Manager and Ad Account​.
​
Upon creating your new accounts, make sure you connect a secure payment method, and start off advertising small with a Brand Awareness or Post Engagement Campaign.

​If you’re the type who aggressively wants to restore their account for the important investment you have allocated in it - You can seek help through Facebook Chat Support for an internal review and reevaluation of your appeal/s.

1. Test ads before making duplicates! Wait for ad approval for one ad before proceeding to create more!
2. Study and take to heart the Facebook Advertising Policies! Make sure all advertisers of your ad account are well informed about this.
3. Create a back up ad account. This will ensure that you can still run your ads while you are appealing for reactivation.
5. Only have payment information on the account you’re actively using. Make sure your payment method is valid and useable!
6. Use the Business Manager and stop using your personal ad account.

Getting your Facebook Ad Account Disabled is a tough time... but surely whatever Facebook's decision will be - you can get through it!

This blog is written by: Hazel (CPC Ninja Ads Manager/ Team Leader / Facebook Strategist)

Click-Through-Rate (CTR) is the determination of how much of a percentage people click through your ad.  In most cases, Link Click-Through-Rate (LCTR) is the determination of how much of a percentage people click through the ad to a link whether it's a funnel, or landing page.  

This is one of the most important attributes because it's Facebook number one source to determine how relevant your ad is to the audience, and how much you will be spending to get a click (and also lead).

When it comes to statistics it's definitely a numbers game.  A science.

If you get 100 impressions.  And 1 click out of 100 impressions you will receive a 1% CTR.

In most markets a 1% CTR is an average good CTR.  

Notice how the CTR for the top one is .47% but the one below that is .24%.   

The lower the CTR the more expensive the click will be in most cases due to relevance of the ad to the market.  

Facebook wants you to show more ads that are relevant or what the market seems most interested in.  This will give you the cheaper costs.  The cheaper leads.  The more leads you will get within your budget.

​

Below are a list of things to focus on to improve your CTR.  

Remember, improving your CTR will decrease your cost, and thus give you more ROAS.

Fix your image....

By improving your image, you will get more attention.  So for example if your ad is shown to 100 people.  But only 20 people notice it and out of 20 people who notice it.  10 people read the copy on it.   And out of the 10 people who read the copy 1 person clicks.  

This gives you a 1% CTR.  (1/100)

Let's say you change the image to something more attractive.  And 40 people notice it.  Out of 40 people who notice it, 20 people read the copy.  Out of 20 people who read the copy 2 people click.   That's a 2% CTR.

So if your CTR was 1% but now it's 2%.   Your cost was $5 per click, you could have reduced your cost by 200-450%.   Thus your cost will be $2 or so.

Getting a $2 click within a $50/day ad spend will give you 25 clicks to the funnel.

You were getting $5 clicks which gave you 10 clicks.   

And you know the numbers continue.  Let's say out of 10 clicks your get 5 sign ups.  

That means you spent $50 to get 5 leads which cost you $10 per lead.  

When in fact by changing the image you are now getting 11 leads (25 clicks gets you 12 leads)

That's $2 per lead.  

You just spend the same budget to acquire more leads by changing only the image.

The copy on your ad, will also determine your CTR.  If you have copy that suck, you will likely not get a lot of interested people wanting to learn more.

If you have copy that is on point, you will get a lot of people clicking the ad wanting to know more about what you have to offer.

If you have 100 people that read your ad, and only 25 people click through it because they want to learn more.  

By changing the copy, let's say you have a stronger Call To Action.  So out of 100 people that read it, 50 people click through.  

You just doubled your CTR by improving your copy on the ad.  

If you are looking to get more leads at higher quality then this blog is for you!  I am going to cover the hard truth about how to get more leads from your offer, and of course how to convert those leads into higher quality clients!

There is too much noise in the Facebook feeds nowadays.  So many advertisers are marketing trying their best to get your attention and preach you the same exact message everyone else is.

To be honest your future clients are seeing the same thing.  We are so easily creating ads that have certain offers luring people into the funnels and asking them for some form of...  Financial commitment.

Yea, me too!

But what you are going to have to understand whether you agree to this or not is not everyone is ready...  That is #1,  and #2 not everyone trust that you can help them!

​Most of my clients that I talk to, tell me that their clients have tried to seek help already before only to find out that success isn't given.

In order to win the hearts of your customers, truthfully you are going to have to treat this like a relationship.  

You do not want to start off too fast because in the end things just don't work out now do they?

In the beginning you need to give value.  You need to scratch an itch that your customers have in order to fully get their attention and begin to earn their trust that you can help them. 

This is the only way to truthfully be able to win their heart, and have them open their wallets to you ready to purchase your services.

It's not going to be easy.  Trust me.  But if you do it right, and if you set up a system (i.e. CRM, email/bot nurturing, provide value in your ads, videos, blog posts, the whole nine yards of everything) you will grow a brand and importantly establish yourself as a dominating business in the industry.  Guaranteed!   Guaranteed!  You will see success but you have to give value first in order to earn the hearts of people!

Provide content to your audience on Facebook.  You don't even have to let them leave the platform.  Create a video giving value, giving useful information, on how to help them in the pain or problem that they are having.  From there you can build an audience of trust and remember that is just the beginning!

Don't expect to create 1 or 2 posts and give value then immediately run them into an offer.  It doesn't work that way.  Now I'll admit you may have some (very few the least) who will sign up but chances are you didn't give enough value.  Think of it as a date.  The first and second date you are not going to ask them to marry you now are you? (well at least most of us won't) But...  You need to give them more value.

Now in order to create interest you need to do the following.

1.  Ask them a question and find out what it is that they want.
2.  Now go get that answer or solution and provide that to them.

​You may have 5 different types of clients that need 5 different type of solutions because they have 5 different types of problems.  Go get all of them and bring them back to them.

Drive people to your blog posts, or create more videos that address these problems and give them the solutions to them so that you can continue to build good will and trust.

Establish yourself as the dominating authority in your industry.  Establish yourself as the dominating authority in your industry.
​

Don't tell me, show me... 

In order to create desire for your services they need to be solution aware FIRST.  They need to understand that it is you that can provide a solution to their problem and you have done so for so many other clients before.  

This requires Case Studies, Testimonials, social proof reviews, videos, blog posts, everything you can get your hands on to get feedback from your clients to prove to other people that you have helped them.

Now some of your clients won't be willing to give you testimonial videos just for the sake of it, so you need to give them a reason to do so.  Such as, a FREE bottle of wine, or something that can give them the motivation to praise you. 

Even if you do a great job, and help their life, they are still not obligated to provide a testimonial video.  Now, let's face it.  I bought an Iphone X, and I like the phone.  However, I am not obligated to take time out of my day to provide a case study about the phone now am I?

​Same goes for your clients! 

Now it's time to run a live Facebook ads campaign.  This campaign will be specific to obtaining a goal.  What is your goal out of this campaign to be?

I want to get 400 Leads and my target Cost Per Lead should be roughly $10.  I want to get 325 applications out of this campaign and have at least 230 booked appointments.  

This is the numbers factor that will allow you to set the pace on what you should spend and how much it will take to get things to work.

Some marketing agencies tell you what you should spend or include their budget into the fee.  I don't get that.  How is it possible to even know how many leads you want and what your expectations are out of the campaign.  

What if you want 10,000 leads?   That amount of numbers probably won't cover the spend and the fee of course.  

Create an offer that your market wants.  If you do not know what to create, go back to your survey funnel and understand what it is that you market needs.

Create an offer that solves a very specific problem and you will get the right people into your funnel plain and simple.  

Now that you have an market that understands your brand, trusts you, and follows you.  It won't be hard to scale your business as long as you continue to provide value all the way up until the phone call and beyond!

Not sure if you know this...  But marketing call outs is a very important way to help distiguish who it is you are wanting to target.

Ideally, you do not want to target the wrong people because what happens is they may click your ad.  Waste your money.

Then... Worse, they may even take their time to sign up on your funnel or landing page and then book a call with you knowing that they have no intention of even going forward with your service.

That not only wasting your money, but it also wastes your time, which is more valuable in my opinion!

By using a marketing call out, you will have the chance to speak to the market who you want!  But before you do that you need to come to an understanding!

Not every one has an iphone.  Some people have other type of phones.  Therefore not everyone is a good fit for your service.  

Some people, just are not right!  I hate to say that, because we all want "everyone" to be a good fit.  This is for everyone, I mean is it?

But it's not!  And the moment you come to an understanding of this, the easier it will feel when someone says "no."

One of our clients was running a campaign.  The lead signed up and went through the entire funnel and filled out an application then booked an appointment!

Only after getting this lead and others on the call.  He appeared to be speaking with people who were jobless, and didn't have no employment background.  

The leads were crap and wasn't really able to afford his service so we had to do something quick in order to help him get better quality people into his funnel.

So it wasn't that hard we just need to change up our message.  Inside of Facebook you can only do so much when it comes to targeting, and interest/behavior.  So all we had to do change our marketing call out to something more specific. 

Are You a Busy Professional Working In _____ Area?  

Once we used this call out the leads he was getting was night and day.  He was getting great quality leads from people who was in his working area who actually had business executive jobs and could afford his service!

We started to dial it down even better once we started to get a better understanding of his market and what their specific needs were through his application form.

Are You a Busy Executive That Never Takes Time To Do a Check-Up?  (and the image was a man getting a checkup at the doctor's office)

Now we really hit gold!  Because we were speaking directly to the market we wanted to attract into his funnel.

The Cost Per Lead started to increase a little bit, but the quality was so much more better therefore the Cost Per Sale was LOWER!

Another client was targeting specifically people who had injured themselves in the gym and was looking to make a change to their health by recovery exercise.  Notice the call out on the image that we used to attract people who was tired of getting injured! 

Market call outs works great charms when it comes to getting great leads into your funnel.

But, it is only one part of the entire process, where there are other important parts that you need to consider to use in order to get the best quality lead possible!

If you want to find out how to target the right avatar using all of the steps, I suggest you click here to fill out a form and I would be more than happy to show you!  I am honest, I am going to bride you on our ads management program which you will be very interested in, if you want to have my team set this all up for you!

Learn More by clicking here now!

Not at all.   However the costs in the auction, the bidding for placement in the feeds has significantly gone up!  

Studies predict that ad costs have went up at least 13-27% by the beginning of the year.  That is a significant INCREASE! 

But I created a blog post that will help you overcome some of these struggles and how Facebook is rewarding it's advertisers who use "certain strategies" and certain platforms in their feeds.  Understanding "why" Facebook rewards us is going to be the key element to the success of your marketing campaigns!

​So listen up!

You may have seen this enough everywhere!

Messenger ads.  You have them in the campaign settings where you can select your objective.  You also have them in the ad set settings (like the image above) where you can select where you would like your destination to go.  Such as messenger placement or now "What's App."  

So what does this mean?

You see, Facebook temporarily loses it's users when you take them off of their platform.  That's why you may see ads that keep users on the platform, and promoted posts that gets engagement, shares and comments.  

This shows the users a "Positive Experience" and by doing so they will reward you for that!  You will start to see your costs get cheaper and cheaper, and your impressions will go higher and higher.  

That means more exposure for cheaper costs!

Running Messenger Ads keeps it's users in the messenger platform, and it also helps you start a conversation with your potential customers so that you can help them make decisions to financially commit to your products or services... Prematurely... 

Conversational marketing is the new form of marketing as of 2019.  This is the day in age where you can lead your customers into a personalized 1 on 1 conversation in messenger.  

THIS IS POWERFUL!

Big companies already now have messenger sales departments whose purpose is "only" conversations in messenger.

• If you can run ads that give your user a small offer (ebook or PDF) of something of value and that is related to your market's needs.
• Get them into a conversation on messenger and deliver that value to them along with education that can overall help them!
• Tell stories....  Tell stories about your clients successes and why it is important for them to be apart of your service.
• Give them a IRRESISTIBLE OFFER!  
• And take that conversation that can lead them into an appointment or sales page, etc...

If you do this correctly, you will see a significant increase in Cost Per Acquisitions depending on your offer, and targeting of course!

Facebook has rewarded us with the ability to run ads in a square size format.  So therefore you are able to get link post ads in the feeds that can cover up just about the mobile screen.  This in turn exposes your brand to people and can increase your CTRs. 

Now what you want to focus on is the creative...  What type of image will attract the user, and what type of offer will get them to click? 

Sell the Impression with the Image/Video

Sell the click with your copy! 

The copywriting has to be in line with the amazing offer you are giving away.  Be sure to focus not on the conversion but the click then the funnel or form will in-turn sell the conversion.

Take a look at the blog post above.  

The "Left Ad" was the one that got the more clicks, at the cheapest costs.  

Why???

Because I told a story...  I used First Person View...  And of course, I created a "Fear."

Consider this when you write your copy and you may get higher CTRs which will in turn get you cheaper costs!

Scale your business through Facebook Ads by using these 6 Tips!

We have seen some of the best results come from optimizing for your best pixel.  As long as you are able to get at least 50 conversions within a 7 day window you will use Facebook's algorithm to your full advantage.  If you are not able to get 50 conversions within that 7 day block, then it may be best to optimize for landing page views until you reach that target as what happens is Facebook will still kinda randomly target users based on engagement on the post and clicks vs just targeting the likely people who they believe will convert and fired that pixel.

In most ads you can talk differently to women than men in the ad.  It will help give you a better click through rates in which would reduce your costs and it may even help you get more qualified clicks too.  You can also separate them by age group.  Don't worry so much on potential reach, just try your best to speak to the market of your ideal client within that age range and you will find out how much ads spend you can save by toning your message to match the market!

About how many of your customers actually open your email?  Out of those who open your email about how many of them actually take action on your offers?  

Upload your email list to Facebook and promote your email list via Facebook Ads.  It helps you get more engagement with what you are promoting and increase the chances of your content being seen.

You can see in the image above Audience 13 USA was a little more expensive cost per click that the Audience 13 in Mexico.  This highly could be due to competition.  But good thing we split tested it because the USA audience gave us more conversions!!!  Get my point?  You have to split test multiple ads and also ad sets so that you can leverage your data to make more accurate decisions.  Some ad sets will not work.  Some will.  And the ones that will you need to through your budget to them, and reduce budget to the ones that are not working!

A lot of times we guess instead of testing.  What we think and what actually happens are more often two very different things.  
Look at this ad image below.  Had no idea this would actually convert for us on a massive level but it did!  I was about to delete this to be honest.  Good thing I didn't!

If you are running Lead Generating Facebook ad campaigns.  And you are either getting no leads at all or just expensive leads.  You are going to first need to find out the problem.  There are either two reasons why an ad is not working.

1.  The Ad is getting NO Clicks, therefore no traffic is going to the page thus no leads.
or
2.  The Ad is getting clicks, but no one is taking action on the landing page and signing up.

Check your metrics and see what is the Link Click Through Rate.  (LCTR) 

This is the determining factor to see if anyone is clicking on your ad or not.  Thus you can see from the image above the ad that got more clicks was the one that got the highest LCTR thus the cheapest Cost Per Link Click (LCPC).  

The most expensive ad was the one that got a 0.28% LCTR.  Thus giving me a expensive $7.75 click.  Ouch!

So I turned that ad off, and then keep running the one that got the 1% LCTR.

It is normal to get a LCTR of at least 1%.   If you can get a 2% or higher LCTR then you should be getting some good traffic to your funnel thus cheaper cost per clicks and leads.

To increase the LCTR (which will give you cheaper cost per click thus more clicks thus more leads) you need to focus on the image or video you are running.  By changing the image or  video can get the attraction you need to read the content on the ad and produce you a click.  

Next focus on the copy.  Is the copy giving them a specific call to action and reason?  The most part of this is the image or video but the second part comes down to the copy.

The image or video will attract the audience, and the copy will determine the type of audience who clicks!

First off, if you are getting clicks.  The LCTR is above 1% and you are driving traffic to your funnel.  But when they get to the landing page they are not converting.  We need to assess the reason why?

1.  Does it work?  (test it, and make sure.  Sometimes that's all it takes to find an error)
2. What does the ad say, and then when they land on the page what does the page say?  Does the page take them further into the conversation promised on the ad?
or...

Are you promising them apples on the ad, and then when they land on the landing page the are learning about oranges.  Remember... They didn't want oranges, they wanted apples.

3.​  The funnel just plain sucks.  It's okay.  You don't have to change the entire funnel.  Some tweaks such as headlines, and call to actions (CTAs) on the buttons will do the trick.  Split test your AB and test the small things out.  Headlines and CTAs.

1.  Split test the landing page with a different headline (tip:  you can test headlines in the ad first and see what is hot, then put them on the landing page)

2.  Split test your call to actions and make them very specifically clear.  

3.  What is your promise?  You don't have to repeat yourself but you can from the ad to the funnel however, continue the conversation where it was left off.  (long form ads to long form sales letters work really good if you got your targeting right!)

4.  Just hire us, and we will do it for you! :)   Learn How!

-by Monina Perez

Great customer Video testimonials can grow your business faster than practically any other kind of content.

When you do sales, you can dial in your messaging and implement different types of strategies but, if people don’t trust you they will not buy from you. 

Video testimonials are far more effective than text-based testimonials because with text, people can not read the body language and other physical cues that attests to the authenticity of a testimonial.
​

• We'll create trust. If prospects can see that other people are succeeding with your product or service, they’ll figure they will likely have the same experience.
• We'll establish your authority. By showcasing the customers you’ve helped, prospects see you as a skilled and knowledgeable business with a history of success.
• We’ll qualify potential customers. When you do it right, prospective customers will identify with the customers in your testimonials and know your product or service was designed with them in mind.​

Through this medium, you will be able to show that lives have changed as a result of using your products or availing of your services. This automatically helps with the improvement of your marketing.

we don’t know how to get the right testimonial video. It will never be enough to only get vague exclamations like “I love it!”

Ask specific questions
If you only do one thing from this list, this is the one to focus on.
You’ve got to ask specific questions when you reach out to customers and ask for testimonials, this is because it gives them a framework to work with. 

“I love the new equipment and the new program, thanks!”
Or…
“I have felt frumpy and self-conscious about my body for years. But then I found (your name) here at (your gyms name). OMG. (This particular services) totally gets how to make me look my best, and now I get compliments all the time! But the best thing is that I feel absolutely gorgeous and alive more than ever. THANK YOU SO MUCH (your business)!

1.  What was your absolute biggest challenge prior to Joining (Your Service)?
​2. What results have you gotten from our services/challenge?
3. What exactly do you like most about the gym and our services?
4. Would you recommend us to anyone? Why?
5. What made you choose us?
6. What are three benefits you've experienced as a result of joining us?
7. What was life like before you started with us?
8. What changed after purchasing/joining/attending (your offer)?
9. Are you Happy with (our services)?

Just make sure too to make them state their name, age and the big problem that they lose. Take some of their before and after photos, and take some personal shots of your Customers doing the service you are offering. This shows authenticity to your business.
The key is to focus on how the customer has changed — both in concrete and emotional ways. This allows you to tell a something tell a compelling story of their transformation.

Getting People To Show Up Can Sometimes Be a Headache.  So I made this short blog I am going to help explain to you what has worked best for my clients in allowing them to increase their show up rates (or appointments) by 90%.

When running Facebook ads for your business you have a number of leads who fill out a form giving you their details (usually name, email, phone).

These leads normally are taken to an application page following that form to answer some prequalified questions allowing you to get a clear understanding of their pains, problems, and where they are at in the process of becoming one of your clients.  

In many cases this will also prematurely let you know if they are a good fit or not for your service.

What most business owners struggle with however is the ability to transition them from becoming a registered lead, to the process of a phone call and setting an appointment then them showing up!

In this short blog I am going to help explain to you what has worked best for my clients in allowing them to increase their show up rates (or appointments) by 90%.

First, lets take a quick look at the overview of the process.  Now keep in mind that this highly depends on the establishment of your brand!  If you have a well established brand and many people know who you are, it will be quite easy to increase your appointment rate!  However, if you are kinda knew to the market and not that many people know of you, you gonna have to hustle!

But you can alleviate some of that hustle by applying automation!

In the process above.  

1.  We get the Lead
2.  We immediately call the lead to schedule the appointment
3.   We add them to our email list for providing value and next step information
4.   We add them to our SMS follow up to ensure accountabilty for appointment
5.   We follow up with phone call 1 day / 1 hour prior to the appointment

Now keep in mind again, that this is going to always dictate.  Some of our clients use other methods.  But we have often found this method being one of the most successful because it ensures a key element known as "accountability."  

Accountability means you are no longer going to get a "No Show" as a result of poor communication.  

You are going to get someone who is either going to show up, or is going to let you know they can not show up and needs to reschedule because life got in the way.  

And believe me, life often gets in the way of things so be flexible and add them to your list for a reschedule, I am sure they will come back around if you provided enough value to them!

One of my clients, who also does sales calls for my clients increase his rate by aggressively asking for credit card details over the phone to ensure their spot for the appointment is reserved.  This is a very strategic way to ensure they will show for a minor deposit that is refundable and also it helps secure their spot so that no one else claims it.

You have to be very experienced in understanding how and when to ask for their financial information in a way to keep it very secure, and ensure that the prospect feels very comfortable in giving you those details over the phone...

This process definitely  has helped increase appointments as it financially holds the person accountable!

I mean, you have to measure your process and accurately know your numbers.

Is it the process of the lead to the phone call that has leaks?  If so, then this blog has nothing to do with that.  This blog is meant for already getting ahold of your leads on the phone and transitioning them into the appointment.

Is it your sales process?  Do you get the leads to show but have trouble closing them into a deal?  How much value did you provide your lead before discussing pricing options?

If you do not provide the equivalent value of your service that meets higher than the expectations of what the prospect proceeds as value, then it is going to be hard to close that person into the program because they are going to think it's too expensive.

Too expensive does not always means too expensive.  Normally it means that the value did not yet quite exceed the cost of the service!

Or...

It is the fallback excuse not to do business with you yet, because they did not get properly sold.  So sometimes it is used as an excuse and when this recurrently happens you may want to reevaluate your sales process!

Could it also be your front end?  Not driving enough leads into your funnels, or not getting enough higher quality leads due to improper targeting and message.  

If this is the case then you need to hire us ? to do your marketing!  

Learn More About Our Ads Management!

​

Written by: Hannah Enriquez

The success or failure of your Facebook advertising campaign will always depend on numerous factors, can be because of the image/video you used, ad copy, placements, optimization, and many other factors, but the most important thing of all is the AUDIENCE TARGETING.

Facebook has it's powerful audience selection tool and you have to make use of it. To help you target the people who are right for your business, keep reading as we have provided a roadmap on how to get started in creating your Facebook Ad Audiences.

Open up the Business Manager menu and look under “Assets” for the Audiences text link.

​Here we can choose between creating three new audiences, which are the Custom Audiences, Lookalike Audiences, and Saved Audience.

You can create a custom audience from a contact list, previous or ongoing website traffic, or mobile app usage. Here’s how to get started.

You can create an audience who are similar to the people who are already connected or have interacted with you. Facebook can create this as long as you have the source (custom audience or a page) with at least 100 in size, Facebook will then look for similarities with other people, and will create a larger group of people who are similar to your custom audience. This is very useful and a good starting point if you have very small source of audience.

You can create an audience based on demographics, interests and / or behaviors.

I'll be discussing on another blog soon on how to do a deep-dive audience research using Audience Insights tool, but what we have discussed here is already a good starting point for you to create your audiences.

Leave a comment below if you found this useful, if I missed anything, or if you have any tips/suggestions on how to create audiences. :)

So you may know that Facebook algorithm updated again…and again. And the cost per acquisition is getting more and more…expensive, compare to the old days.
 
Algorithm is Bitc*, I have to say it.
 
Because it is so “uncontrollable”.
 
Sometimes I run 2 ad sets with the exact same audiences, placements and ads, one is getting good results and the other one is not.
 
Sometimes I see an ad set is getting cheap results so I duplicate it, but the copy results to get crap results.

Facebook algorithm.
 
It is the algorithm who gives you the good results and gives you the bad results.
 
(Obviously, all my statements above are based on your ads are not fucked up =), or the algorithm won’t take the errors.)
 
But…
 
Today I don’t want you to blame others, look at your own creations first.
 
Are you running different variations of audiences at the same time?
Are you testing different placements at the same time?
Are you displaying varies of ad images at the same time?
Are you…
Did you get it?
 
It is ALL about that.

 If you are still confusing, here is an example.
 
You know Facebook loves large audiences in general.
So you created an ad set with a large audience size, Facebook is not going to put your ad in front of everybody in that audience. They’re going to start segmenting. They’re going to start doing a lot of the targeting for you.
 
Which means….no one knows who will see your ad the first, and the results could be vary.
 
So what can you do?
 
Think about it, Facebook’s segmenting is unpredictable, but, you can control your own segmenting.
 
Right?
 
Then when you’re first starting out, you don’t start out with huge audiences because you want to discover which audiences are really working by yourself.

1. You divide the age groups per ad set, like 25-34, 35-44, 45-54, 55-60+… = 4 ads sets
2. You separate the placements per ad set, keep it simple, Feeds and Right Column = 4 x2 ads sets = 8 ads sets
3. Most importantly, you pick one interest per ad set, if you have 5 interests = 8 x 5 ads sets = 40 ads sets.
4. Hmmm… we have not get to ads level yet…..​

When we run Facebook ads, sometimes they need a little push to get things going!  Often it comes down to luck.  Literally.  If the first 100-500 impressions are shown to a users who takes action and sign up.  

Facebook will prematurely say "Hey, this post is really hott, lets go ahead and push it to other people for a fraction of the cost!"  

Then what happens is it has momentum and is pushed to more and more people for cheaper and cheaper and we LOVE that!   Until it eventually starts to fatigue and die down.  I am sure you have seen this before right?

So if we were to have our users engage on our post.  FB then deems this post "worthy" of pushing it to the top of the feeds and to other users for fractions of what you are actually bidding for.  Reason is because Facebook will believe this post is getting interaction and therefore will agree to show it to other users in the feeds for cheaper costs!  In turn you save money as your ad gets shown to more people!

Also in turn this helps you get cheaper clicks, cheaper leads, of course overall getting you more out of what you are spending!

Lets take a Facebook post!  The post below this you will see I have embedded it into my blog.  

If I was to give you an incentive and lets say, I will offer you a Facebook ads blueprint that will help you with your copywriting on your ads.  All you have to do to get it is to leave a comment on my post, and then my bots will send you a message with the blueprint plus a video that will show you how to use it.

Therefore if I give a distinct call to action to direct users from a funnel or blog post to a post.  I will tell them to leave a comment in turn it will help me create more engagement on my post and expose my ad to more people cheaper.

Click the link post below and comment: "YES" and my bots will send you a Facebook ads blueprint for copywriting that will help you dial in your messaging on your ads!

Comment "Yes" To Receive Your FREE FB Ads Blueprint on Copywriting!

It's a lot of competition!  A Whole Lot of Competition in the Feeds these days!

Advertisers often complain about cost stability and an inability to scale. There are Facebook ad bid strategies that may improve these results.

Are you not getting the cost per event that you’d like? Are you having trouble maintaining a stable cost when raising your budget? Bid strategies could help.
Let’s take a closer look at these bid strategies, how they work, and how you might want to use them.

Facebook distributes ads based on an auction format. The costs that you spend to reach a user will depend, at least partly, on the bid that you make to reach that user.

In most cases, Facebook automates bids (this is the default option). But advertisers can choose to manually bid in an effort to better control their costs. The primary goal of a manual bid is to get cost per desired action (typically a conversion) down.
Facebook offers two bid strategies that can help advertisers achieve lower or more stable costs: “Lowest Cost” (the default) and “Target Cost.”

BENEFIT:
The primary benefit of the “Lowest Cost” bid strategy is efficiency. Facebook tries to get you the lowest cost per event in the short-term.

DRAWBACK: 
​The primary drawback of this bid strategy is that achieving those low costs may be short-lived. Results may be unstable as you spend more or competition increases.

So you can see I am telling Facebook that I do not want to spend more than $250 to get a customer.  Keep in mind I am optimizing for this pixel on my ad set level.

So if I am optimizing to get this event or conversion Facebook will help target my ads to the people it believes will likely be the ones that will take action on this event!

When using a bid cap, Facebook may struggle to spend your budget if you set it too low. However, setting a bid cap can help prevent an ad set from overspending for the event.


For example, if a particular conversion is worth no more than $2 for you, it prevents a cost per conversion of $2.50 or more. In that case, not spending your full budget may be a good thing.
When setting a bid cap, keep in mind that this is the most you want Facebook to bid for a single event. Since a bid is the most you’ll spend for that single event, you’ll usually spend less than that.  I recommend testing an ad set by itself and seeing a difference in your CPA.

What that means is,  if you do not have enough conversions for that event, Facebook will just guess who it thinks should see your ads.  And that is a hit or miss!  Most likely a miss!

However...  If you have had people purchase your services and that pixel has fired to track those individual users,  (Facebook says it is best to have at least 50 conversions within a  7 day window for it to track the best stats for you minimum) it does a great job as optimizing to help you get the best, cheapest cost per conversions.  

Facebook recommends a daily budget that is at least five times higher than your bid cap. This is because Facebook states it needs at least 50 events (the learning phase) within a week to properly optimize.

The target cost bid strategy, it use to be known as “manual bidding,” is only available for the following certain type of campaign objectives such as conversions!

Facebook recommends using this bid strategy for achieving more stable results as your spend increases, but I have tested this myself in many accounts and we are not seeing stable results from it, more like increases in CPAs.

In the example above my target CPA is $4, and currently I am averaging a $2.54 CPA based on the last 7 days of data.

The main benefit behind this is the stability of our CPAs remain similar to the same when we are scaling fast on a winning ad set that is getting already 50 conversions in the last 7 days.

Often during the learning phase (before you get that many conversions) it sometimes gives you high CPAs at first because it tries to find the winners fast.  Then once it has found the winners the costs stabilize.... Supposedly.

The only accounts we see this very successfully working is the accounts with very big budgets and have about 75 conversions or more in the last 7 days!

Another problem also is, Facebook will try to get you CPAs relatively around the target you set, even if they find targets that are cheaper the cost will still remain around the same.  So therefore you may encounter wasted impressions!

I recommend testing them all in separate ad sets.  Most people stick to the default or use lowest cost bidding.  They may set a cap they don't want to spend beyond.

However... If you are running a longer term campaign target costs could work as well!  It is just best to test to find out because results always vary from audience to audience, offer to offer and account to account.

Often we create a specific type of message on our Facebook ad that speaks to a specific audience.  That audience is the audience we want to, and also is the audience we are after!

I would like to call this audience,  Audience A.

Where the problem lies is we often target audience A,B,C,D,E and many others therefore we often get either the two things.

1.  Unwanted clicks from audiences who this message isn’t for (they are called curiosity clicks.   Those are the people who have no intention on signing up for our services or purchasing our products just wanted to check us out out of curiosity)

2.  Wasted impressions that are being shown to the wrong people who do not click.  (this dramatically takes hit to our Click-Through-Rate)

So what happens is when we show this message to many of the different types of audiences our Click-Through-Rates tends to be lower and thus our Cost Per Click increases.

This causes a higher Cost Per Acquisition (or CPA, or Cost Per Lead) and often we do not get enough or any leads for that matter just due a restricted budget.

The budget may be $3000.  And our CPAs may cost around $30 per lead.  Therefore we are restricted to 100 leads which does not allow us to hit our target goal of 500 leads for example.

The only way to hit our goals is to either do two things!

1.  Increase our budget to $15,000 (which will help us hit our targets of 500 leads)

or

2.  Increase our Click-Through-Rates so that we can decrease our Cost Per Clicks & CPAs.

Therefore, with higher CTRs we can get a lead for about $6 and still be able to hit our goals. (because $6 * 500 = $3000)

In the example above you see that we speaking to everyone but our intention is to speak only to Audience A.  Therefore the rest of the audiences are all wasted impressions because this ad is not entitled for them, nor is it our intent to drive any other audiences to our funnel.

By doing this, we may get some leads who are from Audience A however to acquire that lead we are going to have a pay a high price due to the fact that are giving out a fair share of impressions to other audiences.

We Prematurely Qualify the Click Using an Awareness Video!

1.  We acquire a more higher quality video viewer for only a few cents!

2.  We Build a Video View List of Audience A (some still may be other audiences but the higher percentage will be Audience A)

3.  We can now Create Lookalike Audiences based on this video view list and retarget our viewers to our funnel

As you can see in the image above.  I have built a video view audience of my potential targeted market "Audience A."  Even though I have a few audiences in there who may have stumbled upon or watched my video, the majority of my audience size is from Audience A therefore my message should resonate with them better increasing my overall Click-Through-Rate!

Now we can speak to an audience that is the majority of Audience A therefore we do not take any hits with our CTR and also we can acquire a cheaper Cost Per Acquisition!

I see many advertisers incorrectly doing this by applying the following.

1.  Not Calling Out Their Market on the Awareness Ad  (therefore building an incorrect video view list)

2.  Not Having a Good Enough Offer To Begin With.

3.  Not Giving Enough Value On the Ad and Landing Page to Get the Lead

This isn’t rocket science!  You can do this!

Learn How To Use This System Effectively By Downloading My AIDA Formula that helps you know how to call out your market, build value over the course of content!  And properly sell on that value with a good core offer!

(Or marketing to an audience who don't care about you... yet...)
​I have done this myself!  Sometimes though the "old school" stuff still works!  However...  Most audiences have seen it before and they are not "impressed!"

Your fighting a battle in the Facebook auction where you are bidding for a placement rather it's in the feeds or rather it's in the external placements that Facebook has partnered with.

You need to be sure that the Cost Per Acquisition (How much you are willing to spend to get a conversion) will be within your targeted goals.  

You will lose that battle if you are however marketing to an audience who are very tired of seeing the same old stuff, all the time!

So what do you do?  You need leads and just can't give them a break!

Consider marketing to a specific audience such as women first, while giving the other audience a rest (for example women audience leads, and men audience rest)!

Separate your audiences up into micro audiences and you will see your message get more in tone with that particular avatar!  

Talk to the generic audience with a generic message and you risk getting clicks and less sign ups.  

Talk to the generic audience with a specific message and you risk filtering largely and click through rates declining giving you an expensive cost per acquisition!

Facebook has gone quite up dramatically in competition.  I don't mean your typical competition either.  I mean every single advertiser who decides to target your "unique" audience with their offer.  

Therefore there have been additional placements created.  Some of these placements are not even on the Facebook platform.  Such as audience network, and instagram placement!

However... More competition, more bidding in the auction!  And my guess is everyone is using Facebook's "Automatic Bidding" structure that they have.  Therefore, those with the highest daily budgets win!  Nope, not really,  those with the most engaging content wins!

That means your ads can no longer "suck"!  You need to create unique value that gets those people to click in order to show Facebook You Mean Business, and You Care About Your Audience!

This shows a reach estimation of 930-1,800 within the daily budget of $10/day!
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This shows a lesser competition audience, as the reach is higher 1,100-2,100 within the same daily budget of $10/day spend.  
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So with this type of stats you can expect your average bidding will be a little bit higher in the auction!

Facebook marketing is considered "Interruptive Marketing."   As you are not targeting people on google who are searching for you.  They are being interrupted by something of interest... Your Ad!  (hopefully if it is interesting right?)

Therefore if you do not have a good enough offer,  ( and I mean "Offer")  then you will likely suffer on conversions.  Therefore change up your offer and test other types of "Hooks" to see what people respond to the most!

Your Facebook ads manager is a powerful weapon and if you use it properly you can test things fast,  fail faster and start understanding the market more better!

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