Stop Spending Money On Wasted Clicks, and Utilize The Areas That Convert…
If you are using Google Analytics and are running Facebook Ads, you are going to want to pay attention to this blog. If you are targeting a specific country like the United States their are areas in which are not converting like they should.
After you read this blog you will no longer be wasting any more money on clicks that are not getting you conversions.
Before you do this, you’re going to want to have some conversion goals set up first. Click here to learn how to create conversion goals in Google Analytics.
- Log in your Google Analytics, and click on Geo - Location.
- Click on United States, (or your specific country).
- Then sort the conversions from most to least.
Now that you have a clear picture on which specific states are converting, and which specific cities are providing you the conversions you want. You can now run campaigns only targeting those areas and increase your ROI.
California, and New York are my top converting states this year. I can run separate ads sets to these states and maximize my ROI by targeting specific the cities in these areas that are converting the highest!
I can target the other states with lower budgets.
Starting to make sense?
Maximize your ROI by investing heavily into the locations that are producing you the highest Return.
I made a short video for you to show you exactly how I applied this.
If you are targeting users from Facebook Ads, it may be important to know which devices are converting your leads into customers.
In Google Analytics click where it says Technology - Browser & OS
In the image above, I have a view of which browsers are giving me the most conversions.
One other thing is, I can review browsers or even devices that are giving me High Bounce Rates.
This is HUGE!!! This tells you how mobile friendly your website really is...
It's true. We've been acquiring leads for some of our clients at cheap at $1. It use to be more expensive before but I guess because of the IOS changes Facebook has been working on optimizing their platform better to support lead forms.
I think it is a good opportunity to focus on your creative lead form ad and also leverage the platform.
Just keep in mind because they are signing up on the form you need to have a solid backend system in place and don't let your hard earned spent money on leads fall through the cracks.
I created a quick video that shows you how to create a zap so that when leads sign up you can input them into a system to send the lead automated email and text reminders.
Enjoy > www.youtube.com/watch?v=lcN7XYwRWvs
If you are running Facebook ads right now. You may be seeing a slight increase in your ad spend. What does that mean? How do you measure it? And of course how to get over that expensive curve? Statistics as of the late 2021 state that Facebook's average CPMs have increased by an additional 34% in the last 12 months. Read the blog below to understand how this is measured and what you can do to combat this!
measuring expensive ads
The number 1 feature to measure expensive ad costs used in the metrics of the Facebook ads manager is CPM (or Cost Per Thousand Impressions).
This is the measurement of how much it costs in the auction for placement. So every 1,000 impressions, it will cost you $X amount of dollars to have your ad shown.
Impressions are the number of times your ad is shown to an audience. 1,000 impressions means your ad was shown 1,000 times.
This feature is a perfect indicator of how much competition is in your market. A CPM of about $40 means your market's competition is high for the audience you are targeting.
A CPM of $13 means your market's competition is weak. Therefore it won't cost as much to show your ads.
how to make your ads cheaper
Facebook has a rewarding platform (most marketing platforms do) that will reward you for performance.
So if you ad shown to a market cost around a $20 CPM and you are getting clicks for $4 per click (.4% Click-Through-Rate or CTR) then because your CTR is low you are spending about $4 per click.
Now let's say that out of those 1,000 impressions you get 8 clicks. If you are getting 8 clicks that means your CTR is .8% and thus your Cost Per Click(CPC) is roughly $2 per click.
You just sliced your cost in half by increasing your click through rate.
Your click through rate increased maybe because you changed your ad, or your copy and drove more people interested in clicking.
So what I am trying to say is if you have high performing ads, you increase your chances of the campaign generating results cheaper than your competition because your ad and "offer" is on point.
Here are some of the best ways to make your ads cheaper.
1. Change your Offer
2. Change your Copy on the Offer
3. Change your Image or Video
4. Target a different market whose more interested in your offer
You have to understand that coming right out of the gate will most of the time not generate you the best results. You need to test and retest your offers, messaging and creatives to maximize your performance.
You will eventually dial it in and generate cheaper and cheaper results while leveraging the platform.
Remember... Getting the best bang for your buck (positive Return on Ad Spend or ROAS) is the number one goal.
Scale your campaigns by increments of 25-50% based on your positive ROAS and then focus on improving your ad.
If you want to learn how to better improve your ad performance click here for a formula my clients use for building relationships with their audience using Facebook ads.
the market sees something new
The main reason an ad agency can get you good results in the beginning is because of how different their approach is to getting you results vs what you have been doing before you've used them.
For example you may have been using specific types of images or videos and copy that the audience has been used to seeing for a while. Therefore your market is not really "reacting" to your content like they use to.
This results in various changes in the ad account such as:
1. Increase of Cost Per Leads
2. Decrease in Volume of Leads
3. Just a downward slope of results and performance from the campaigns
So when you use an ad agency the market likely sees something fresh and new. The copy is very compelling (since they should know and are likely testing the same copy other ad accounts are using that works) and it results in better performing ads, and cheaper costs.
exciting time when ads work
Great successful time when ads convert and costs are inexpensively cheap.
These templates that they use have always converted from previous ad accounts and therefore it should and is normally working with yours.
But the question is for how long, and what is the next step when they no longer work?
the reason why ads don't work long-term
In most cases ads will continue to work for a certain period of time. The following below depends on a certain number of factors of how long ads continue to produce good results from the agency you are using.
1. The audience size
2. The amount of spend per day (the daily reach)
3. The Faster the market is repetitively seeing your offers & ads
So over an extended period of time the ads start to fatigue.
Once the ads fatigue the marketing agency usually switches the ads out to keep them running on fumes longer and longer.
And that does work to a certain degree.
After the extended period of time switching ads out no longer produce cheap results. The market is seeing the same offer or "hook."
So now the agency starts to switch out the offer, and test other variables such as
2. More ads
3. Different Offers & Hooks
4. Different Programs
And then when they get very desperate they tend to test other offers such as
1. More Free Stuff
2. Other Free Stuff
3. and Let's just Make Everything FREE
This results in fatigued audiences.
There is a difference between a fatigued ad, fatigued offer, and fatigued audience.
1. A fatigued ad comes first. It's when the market sees the same ad all the time and no longer respond to it.
This can easily be fixed by changing out a different ad.
2. A fatigued offer. It's when the market sees different ads of the same offer. This also can be fixed by changing out the offer or program of what they will sign up for.
3. A fatigued audience. This is the final stage and is when the audience is so tired of seeing your sellzy stuff, that no matter what ad you use, what offer you use they will not respond to it the way they use to.
This is commonly known as a fatigued audience.
so what is the ad agency's mistake
Every single agency my clients have spoken with, has always told me what the type of results they promise they can deliver for them.
They promise, and promise so many different things but they never go over it as a tactical branding strategy point of view.
They just tell you how many leads, sales they predict they will get you based on different factors and strategies they will implement.
But not one agency (that my clients have spoken with) went over something that can grow the business as a brand, and as an authority.
what we do that's different than agencies
What we do that is different than agencies is we attack the market from a different approach.
We create a marketing plan that separates our markets into at least 3 different audiences.
We create branded content that aids in helping the audience solve "very specific" problems that they are facing to grow the relationship between the brand and the audience with what we use known ad the "AIDA Formula."
Once that relationship is grown we provide them value and lead them into a offer but only lead one audience at a time.
The other two audiences are getting valuable content from the business that is consistently growing the relationship.
We then rotate our audiences to the offer while providing content to the other two audiences.
This is called Strategic audience rotation. And if used correctly we are able to keep a consistent Cost Per Acquisition all year long while being able to scale our campaigns in increments.
Rotating Audiences through content marketing, and rotating offers predictably stabilizes acquisition costs, and enable campaigns to scale.
There are however some ads, and funnels that may fatigue and some may work and some may not but that's why we use the ABC rotating formula to rotate ads, funnels, audiences, and offers out.
This strategy helps our clients grow a brand, get quality leads and sales while maintaining consistent growth.
Yes, this does requires more work, and more time however it will provide the business with consistent results long-term.
Join me at my webinar to see this in action where I will show you how this works and how you can implement this into your business.
Getting leads is one thing but they are worthless if they don't become paying customers or potential customers in the future.
I am going to show you 5 ways you can get quality leads from your marketing campaigns that most ad agencies are not generating for you.
We love using two things to help prequalify our leads on our funnels.
1 is Quiz Forms
1 is Application Forms
1. Quiz form
This funnel is one of our best funnels that generates high conversion rates ranging from 10% to 70%.
See the screen below of one of our client's accounts that has a quiz form generating her
She owns a yoga studio and we generate leads for her business using a quiz/survey funnel.
It goes like this.
Step 1: They answer a few questions about themselves (which qualifies them to become a potential client)
Step 2: If they finish the survey and answered correctly it will redirect them to a booking page. If they finish the survey and answered incorrectly or just not the type of answers we were looking for it will redirect them to a thank you page that educates them about the brand.
So the ones who answer the survey with the right answers that qualifies them to set an appointment therefore the only leads who are setting appointments are the ones who have been prequalified.
Click here to take a test drive and see for yourself.
2. application form
One of the old school funnels that still works. The key to making it work for you is to make sure you "ask" the right questions in the application.
The application is the second step of the funnel. Ideally the first step of the funnel goes like this:
Step 1: They consume the landing page and get content about what they are getting and sign up with just a micro commitment step (name, email, phone).
This is considered just a "Lead." Someone who is interested but nothing more. They need nurturing, and your email and sms marketing should help pull them through the process. The emails and text should also redirect them back to the application page to complete it after they have consumed enough content.
Step 2: Once they fill out their details they go to the next page and complete an application form.
The application form should ask them "full detailed" questions that they have to write in text box formats. This helps you get the best quality possible as they have to consume the content on that page in order to fill it out.
Let's face it. You can't answer a question unless you read it.
Consumption on the page is around 90% therefore you will find many applicants becoming fully qualified about what they are signing up for versus just a lead form.
But, you still need to ask them the write questions such as if you have leads who tell you your business is too far away then you can modify your application form and state:
1. Are you willing and able to drive to our location to receive our services located at 123 Main St. (right off of Highway 41 exit 9 by the new walmart). And they can type in the text box yes or no.
You can also go into detail asking them "how far are you from our location 123 main st.?"
This in-turn helps get them a full understanding of your location instead of a yes or no answer.
Try your best to remove yourself from yes or no answers as they often get leads who would like to fill out the form quick just to see what's on the next page.
Click here to review an example of my application form.
3. Ad copy
Ad copy is one of the most important ways to help you generate quality as well.
The ad copy will help you increase your chances of getting a "qualified click" over to the funnel or form. And then the qualified click can potentially turn out to be a qualified lead.
Inside of the ad copy be very specific with who you are looking for, the pains and problems they are facing. Who this program or service is for and who is it not for.
As well as what type of results they can expect to get from your services and a timeframe of when they will receive it.
This will help you get a better qualified click. It's not 100% however as you will sometimes get worm clicks or curiosity clicks but it will help increase the percentage of quality a lot more.
Example of an Ad that generated better quality leads for a fit pro.
From this client's sales calls he main objection was people thought they didn't qualify for this program because they were either out of shape, new to exercising, and was intimidated.
So the copy on the ad was modified to let them know we can accept everyone who is interested therefore increasing his qualified clicks.
Opt in rate stayed relatively the same but his application rate increased by 9% and the quality of applicants increased dramatically.
4. ad targeting
For local businesses and even for online businesses we ideally got geographic specified with our approach.
We started to target specific peak cities, and location within cities that aided us in getting qualified traffic to the funnels.
The areas were often some of the financially wealthiest areas, to modern sized homes, along with areas within the city where most of his clients came from.
This helped us target a more qualified audience. Facebook often shows the ads to the more likely clickers, or converters therefore they are not always qualified.
Getting more traction with where clients were coming from helped aid us in targeting locations, and markets that we knew were the more likely spenders.
likes and interest
Likes and interest didn't really aid as much as behaviors and age groups. We went broad with lookalike audiences and went detailed with location targeting.
Location targeting is key and is one of the best ways to segment multiple audiences so that you do not have too much audience overlap (in which Facebook will penalize you for nowadays).
Rest assured. You will not always get sales from leads who signed up yesterday.
This is common.
People are not always ready to commit and you have to understand what it takes, how much retargeted touches, emails, sms, messages it will take to get them to say "yes."
Everyone you encounter should be added to your list so that you can email market them "for the rest of their life."
You'd be surprised people who sign up today may convert next year.
People who are getting content from you, especially "quality content," will start to establish you as an authority and believe more and more you can help them.
They will begin to believe you can solve their problems and you may be the best solution for them to go to regardless of price.
You need to email market them content, help them in the emails solve problems, show proof that others are getting great results from you, educate, give value, build trust and reeducate.
Communicate, ask questions, give advice, and start conversations that will eventually lead to sales.
People will not normally buy from you if they have a question not answered.
Your email and sms marketing will help solve that.