Many advertisers have a business where they create Facebook ads campaigns and then INSTANTLY start generating results from their ads right off the bat, while others may need a little time dialing it in!

The main concern, many people have is...

How fast can I get my Return on Investment?

Lets use an example.  If you have a business that caters a specific service to customers.  And the value of your service is let's say $500/month.  Then it all comes down to spending up to $500 to break even on the investment and then making a profit the next month.  The following is a great example to go by:

1.  How Much Am I Acquiring a Click For?    $1
2. How Much Am I Acquiring a Lead For?    $4
3. How Much Am I Acquiring a Client For?  $200

So that means:

I am making a $300 profit on the first month and then $500 on the second month ($800 lifetime value) and another $500 the month after and so on if they stay!

Based on the information below, it appears that we should make a decision.  That decision should entice us to adjust our marketing budget towards the men campaigns and reduce it towards the women.  Perhaps the women we need to change up a few things or maybe even run an AIDA Campaign to warm up the audience.

Reason is it appears we got 1000 clicks from both campaigns each, however we got more leads from the men campaign and more sales also from the men campaign.

​I would increase budget by 25% to the men campaign and then reduce budget by 25% to the women's campaign. 

I know you're wondering "why don't you just pause the women's campaign and run full budget to men?"  Or...  Increase budget by 100%!!!

The main reason you don't want to do that is called: Smart Budget Optimization.

Due to past experiences, if we increase the budget too much on the men's campaigns we could start to acquire more expensive cost per leads.  Therefore, we may get less sales but spend more money to get them!

The reason this happens is because, when we are targeting on Facebook, Facebook takes our information and shoots our ads out to people who they believe will likely sign up!  If for some reason we give them too much budget per their optimization strategies they will shoot our ads to people who they think will sign up and also random people just so that they can spend our cap daily!  

Remember, Facebook's number one objective is to make money from you, and if you give them $100/day to spend they will try to spend all of that money regardless!!!

Smart Budget Optimization works well because you set a cap and increase the budget per 25% everytime the data looks good and your Cost Per Results are not going up.  When they slightly start to go up (and they will in time) you can readjust budget to have that happy medium of getting the best results at the lowest cost possible within the ad set level!

Why some people go right out the bat with success and some people not is often due to two reasons!

1.  Your Targeting
2.  Your Offer

Facebook is going to show your ads to random people at first!  Just to see who bits!  Then once people start bitting (exactly 25-50 conversions, it may change again soon) then it helps show your ads to people who are lookalikes just like the people who are taking action.  Once that happens impressions are restricted only to a certain market and certain ad within the ad set level!

If your targeting is set up and it starts bitting right off the bat with a good audience, then you are likely to get the campaign off to a good start!  If not,  then the Cost Per Clicks are already starting off expensive and it will take some time to bring that back down after it "learns" about who is taking action on your offer!

This is common sense.  But most marketers jack this up.  Your market has an itch that they need to scratch.  This itch is something that is a need.  It could be a solution to a problem or just a benefit in general.

Your offer is that solution, or that promise!  The offer needs to be very enticing and also it needs to be fluid.  (Fluid means it needs to have a good name that people can trust!)

So for example, I am going to show you two ads below.  One ad SUCKED, and the other one was a success!

You can find the one that has the floating house worked really well!  But the offer was slightly different than the other ad?  

The other ad was boring it says:  "Would you like to blah blah blah"  and nobody said yes.

The successful ad says something else.  It PROVED something to the audience.  "The value of your home could be worth much more"   so what happens is the audience was more willing to click the ad to see what their value of their home was because it shows them that it could be worth more than what they were trying to sell it for.  

It also targeted an audience using a Marketing Call Out.  It calls the audience out for people who are already trying to sell their homes, vs the people who are considering doing so!

Every audience is different.  What works for Sam's Pete in Houston, Texas using the same ad, same copy, same landing page does not always work for Johnathan in Augusta, Georgia!  The main reason we see this is because of two things:

1.  How Warm The Audience Is To It's Familiar Brand?
2.  How Warm The Audience Is To It's Familiar Offer?

Audiences (or people) are not stupid.  They see the same promise, over and over again and they won't bite!

They see the same ad over and over again and they won't bite!

They don't trust you yet!  They don't know you yet enough to believe you can help them...

This is a common issue many marketers have.  Too soon to sell something without building trust.   I want to introduce to you my AIDA formula that way it will help teach you how to build trust with your audience so that you can grow your business socially organically the right way!

​

If you are not getting enough leads or any leads for that matter from your Facebook ads, these 3 simple tips will help you at least know what to do and how you can turn a failing campaign into a success!

If you are not getting any leads from your Facebook ads we need to first conduct a test!  

1.  Lets make sure the ad works and we can click over to the Landing Page  (test it from an ad click to the opt in directly)

2.  Is the ad getting any clicks at least?  To test it to see if it is getting any clicks you need to go to the ads manager and look at your "Performance & Clicks."  
​

You can see that this campaign did start to get a reach of 388 people however from the image below you can see that after clicking Performance & Clicks it started to get an outrageously expensive "Link Click."

Notice the LCPC is about $2.84 per click.  Therefore if I set a budget of let's say $25/day.  I will likely only obtain about 8 clicks.  That is nearly not enough data to pull from to make a decision to see if the funnel also needs work too!

Notice the Click-Through-Rate (CTR).  It is only 1.08%.   Therefore out of 100 people who see this ad only about 1% clicks the ad.  It is important to drive a high click through rate to increase the chances of getting leads because the more traffic the more leads.

But, how would you generate a higher CTR?  What can help?   

The Image...

So based on the scenario from above. I need to definitely  drive more traffic to the landing page.  And in order to do that I need to test a few more variations of images to help increase my Click-Through-Rate.

Click-Through-Rate is the determining factor of how many people are clicking the ad out of 100.  So for example if 5 people out of 100 impressions click through the ad, that would be a 5%.  And if 5 people clicked out of 1000 that would be .5%.   

There are two types of CTRs.   

1.  CTR (all)  That is when the user clicks the ad, link, image, logo, like, share, or comment on the post.  So it is best not to make decisions off of the CTR (all) because that includes any click on the post.

2.  LCTR  That is why the user clicks the Link which could include a link in the text, or the ad image that may redirect them to a landing page or website.  This is the most important measure.   We care about the clicks to the landing page because that helps us understand how many people are going to the page and how many people are signing up afterwards!

You can see that the image on the right produced the best CTR.  Therefore the Cost Per Click (CPC) was roughly only .39 cents vs the Cost Per Click for the image on the right was .78 cents!

I drove more traffic with the image on the left than I did with the image on the right!

If you are left the type that likes to "Set it, and forget it,"  then it will prove very difficult to generate better results from your campaigns.  But if you are like me,  you love watching your ad accounts like a Hawk!  Then you may be able to reduce your ads spend, while increasing your Return on Investment and generate more leads at lower costs possible!

If you use a software such as Google Calendar I would suggest after you make your change, schedule a follow up 3-5 days later to take a look at the data to see how much your changed improved!  Document your results and then further split test more images to bring down your Costs as much as possible!

From creating a Custom Conversion, I was able to track my leads.  You can see the image above showing a Cost Per Lead of only .56 cents just because I had a "winner image."  And sometimes that is all it takes!

The image resonated with that audience very well thus we are able to produce tons of leads from that ad set alone while other image produced other types of results!

That is why I often see advertisers testing only 1 variation of a campaign, 1 variation of an ad set ,and 1 or 2 variations of an ad.   

Thus, you are trying to through dice and hit snake eyes each time!  WON'T WORK...

You may have heard about the big Facebook Newsfeed update that was announced most recently!  If you haven't here is the latest post from Mark Zuckerberg about what they are trying to do for users!  Check it out here!

I tried my best to break down my predictions about what I believe will happen to advertisers in the new year based also on my most recent engagement with other social media groups as well!

1. User-to-user is prioritized.  The more posts we see from our friends & family, the longer we stay on the platform.
The news feed is created based on a ranking system.  Facebook wants to you to see more stuff from people, before seeing stuff from pages.  So you can expect to start seeing more posts that come from people and fewer posts from businesses and pages!

2.  Commenting & Sharing Posts from friends & family!
Posts that comes from businesses & pages that gets commented on, or shared from your friends gets a DRAMATIC BOOST!  Once again, posts that gets shared from your friends and family,  commented on from your friends and family.  These things are user-to-user engagement which gets dramatic boosts!  Page Post Engagement objectives has always been the determining factor for increasing the performance of your ad campaigns!  These types of posts will get prioritized in your feeds now, and passive posts are no longer going to be getting reach!

Now what I believe this could mean for advertisers is this.  More placement in the feeds for organic posts could result in less placement in the feeds for sponsored posts!  (Of course!  Because the feeds are getting filled up with spammy salezy stuff, Facebook has made the decision to give it's users what they want which is more stuff shown from our friends and family)

Cost per bidding could increase making advertisers like us have to pay a little more extra to get our ads shown.  However, remember Facebook rewards us for showing good content!  It gives us discounts in the auction when our content is shared by our friends and family so it's a win win for people who are promoting good content!

Well, actually the great news is that Facebook is going to cater more towards posts that are getting the most engagement.  This is awesome because now the AIDA Formula is more important to incorporate into your business than anything!  It is so important to provide value to people on the platform that it is to instantly go after the immediate lead or sale!  How you engage your users on the front end,  what type of content you give them that they can apply to their everyday life will always determine whether or not they will continue their relationship with you in the long run.  

I actually was running some promoted video posts that provides value to users, and it's getting more engagement than it ever use to!  This is beneficial to me now, because I am able to grow a solid video audience that I can retarget to at a much more cheaper rate than I did before!  So it's still kinda weird to be getting more engagement if it's suppose to be disappearing right?

Once again, if you continue to provide value to your users and they are sharing the hell out of your content then Facebook will reward you!  Your sponsored posts will be promoted in the feeds to more people and it will be ranked higher and higher as it goes along.  This is why it is important to create a marketing calendar on what type of posts you will promote on which dates, allowing yourself to capture a good idea on when you should rotate your offers, audiences, and ads!

Create content that gets shared organically.  Facebook's latest algorithm change in 2017 was demoting "Engagement Bait."  That means no more posts that promotes to users trying to get them to comment, share, or like.  They are trying to find these types of posts and you will get in their bad lane.  I recommend ​not putting the words comment, like or share in your copy.  Just ask your users to let you know what they think should be okay.  

This awesome new feature Facebook just rolled out (it's still a closed BETA though) but it makes it really easy to provide potential customers with quick chat support on your website!  When this new thing releases to everyone it is going to be HUGE!

As a successful business owner,  you are like me, and I strongly believe in consolidation!  By having this awesome feature on your website and landing pages/thank you pages you will be able to keep a conversation flowing with your audience.

Why on earth would you want to have an availability for the user to communication with you!  Well... This is very important because they may have questions that are not answered on that landing page and therefore if they feel any slight in hesitation this could affect your conversions.   

They also may be on a checkout page and ready to financially commit with you but there is just one thing they need to talk to you about before they do so and now you have the availability to communicate with your user!

This is awesome because if you have a messenger bot set up you could have an automated trigger based on a keyword to instant message your user and answer their question that they may have!

  

So when someone clicks chat now, they are going to be instantly talking to the messenger bot and also added to their subscriber list!

I realize bots can be a frustrating experience for some people.  So just make sure there is always an option to stop the bot experience and chat with an actual person.


I do not have it yet but once it becomes available it will be a HUGE thing!  Because now when you send traffic to your website you can start conversations with them and you can add them to subscriber list and send them follow messages and broadcasts just like you would do with emails!

One of the many benefits of Facebook advertising is the ability to optimize for a particular event, or goal.  Facebook has data. They have lots and lots of data. Ranging from users clicking, viewing, and even converting.  As a result, they have a really good idea about which groups of people are more likely than others to click, convert, or engage.

When creating a campaign with the conversion objective, advertisers need to select an optimization action…  I normally would select link clicks first if that particular action does not have enough data for Facebook to leverage off of!

You can optimize for any of the following:

• Conversions: Deliver your ads to the right people to help you get the most website conversions at the lowest cost (This is the main goal I use)
• Link Clicks: Deliver your ads to the right people to help you get the most link clicks from your ad to a destination, on or off Facebook, at the lowest cost (I normally start with this)
• Impressions: Deliver your ads to people as many times as possible (I test this if I need to get the word out!)
• Daily Unique Reach: Deliver your ads to people up to once a day ( I use this if the audience size is small)

What if you don't have enough data for that particular conversion?  What if you do not have any conversions yet?  Then is it best to optimize for conversions?

This is what happens when you optimize for conversions without any data.  Facebook says, " I don't know really who to target yet because I have not yet found out who is more likely to convert for your specific action."  Therefore you could risk your ads being shown to the wrong people.  That is why is "some" cases I optimize for link clicks first!  But that is just my style!

If I’m selling Facebook Ads Management, I’d logically want to optimize for that.  

Facebook knows what types of people have bought my course before because I have the  Facebook Pixel on my website and created a Custom Conversion for that product. So Facebook can learn about what those people are like so that they can find more people in my audience who are just like them and likely to buy.


But again the problem: What if my product is new? What if only a couple of people have bought it so far?  Facebook won’t have enough data to properly optimize.
Facebook says that in order for its systems to properly optimize, you need to receive a minimum of 15-25 of those conversions per week. Obviously, the more high-quality data that Facebook can work with, the better. But that’s the minimum.  ( I have personally tested this and have concluded that it varies on audience size).

Facebook is rolling out a new method that will automatically switch from optimizing for link clicks to conversions!
If you have this new method, the optimization area will look like this…

This is pretty cool so now that you can have Facebook automatically optimize to get you more clicks then when you have enough conversion data it will automatically switch to optimizing for your particular conversion event!

​It has two different options!

For Standard Facebook will optimize as follows:

• 15-25 conversions
• 1,000 link clicks
• 7 days pass

After that it switches automatically to conversions.

For Extended Facebook will optimize as follows:
Facebook will optimize for both link clicks and conversions until you generate 15-25 conversions or your budget is spent. Facebook won’t switch to optimizing for conversions entirely until you reach that 15-25 conversion threshold.

• Link clicks and conversions together until you reach 15-25 conversions or until budget is spent
• Facebook won't switch to optimizing for conversions until you reach 15-25 conversions within the time period​

If you don't have a lot of conversion data I would strongly suggest to give it a test.  And test the standard version.  Unless you want to make sure you completely spend your budget do extended!  We have been testing this with clients and with audience sizes that are relatively small to medium size we tend to find standard the better option!

What pixel are you optimizing for?  And if so how much data do you have to allow Facebook's algorithm to show your ads to the correct people?  If you do not know how to set up conversion pixels download this PDF here!

Most of the time, when I am running conversion campaigns for myself or for our clients we always optimize for one thing.  Leads.

What Facebook does is try it's best to show our ads to the people who are more likely to trigger that pixel - as a lead.  

For example!  We may create a standard event pixel, and put the coding on the thank you page of the funnel.  So therefore anyone who signs up from the Landing page and visits the thank you page becomes a lead that pixel is fired.  

What's important is this!   Facebook doesn't really know who to fire it's pixel for when you start out!  So what do you do?

IF your pixel does not have any data you need to optimize for the next best thing.  Which in this case would be optimizing for "Link Clicks."  ​

So lets say I am starting out and I have not yet received any leads.  I need to optimize for link clicks so that I can get the most clicks possible to the page to allow me to get conversions.  Then once I start getting conversions I can optimize for conversions.

Now that we have a history of data (at least 24 conversions) we can change our bidding structure to optimize for leads.  I am telling Facebook "Hey, FB I am starting to get more leads now and I need you to help me find more people who are likely to sign up!"  FB says, "sure no problem, from the data it looks like women are signing up more, so we will show your ads more to women."  

And that's how it works!  We are going to optimize for the pixel of leads to help you get more leads into your business.  Now this FB "almighty" pixel works according to a few things.

1.  The pixel works best with the most amount of data.  So for example if you have a history of users who visit that pixel (meaning they signed up) it will likely help target the right person because Facebook has excessive amounts of data to work off of.  

2.  You've got to make sure you are getting the right type of leads.  If you are getting the wrong type of leads Facebook will continue to optimize for "the wrong type of leads."

3.  The pixel has to be correctly installed and tested frequently.  Sometimes it won't fire for various reasons thus making the results (or numbers) be off a little.  Your infusionsoft (or whatever email provider you use) may show 34 leads, but Facebook may show 31.  So, it's not at all perfect by no means!

My Favorite...  If you are getting people who not only fill out a short form (name, email, phone) but also fill out a long form (aka Application Form) they are considered prequals, or prequalified leads... Hopefully.  As long as you are asking the right questions.

Now, if you are getting prequals, we should try our best to optimize for "prequals."  Because they are one more step closer to becoming a client.

So you can see I am using the standard event pixel "complete registration" for anyone who goes beyond the landing page and fills out an application form on the thank you page.  This allows me to optimize for people who are more likely to fill out the application form.  

Keep in mind that if you do not have a huge amount of data of people filling out the application form then the optimization will not work as good because Facebook does not quite yet know who to optimize for.  That is why you can see that the ad sets that have the most budgets with huge amounts of data of conversions will win because it has a lot of history of who is more likely to be the person to optimize for.  

Now for those of you who have a solid system in place.  And have people who scheduled a consult with you or use a booking software we can optimize for more than the prequal we can optimize for people who are more likely to go through the process and book a consult.  

The way to do this is this!
If you use a booking calendar software:
1.  Anyone who books via your calendar automatically go to a thank you page.  Where the pixel is fired as a booked consult.

If you are not using a booking calendar software:

​2.  Segment your email lists from those who are booked into the calendar from those who are not.  Manually send them a link to watch a video and pixel the page with the video as a booked consult!

If you are unfamiliar with how to set up pixels download a step by step guide on how to set up conversion pixels standard events and custom conversions!

I know you have a history of database somewhere of all of your clients, both old and new.  This is what I want you to do so that we can start optimizing for clients.

1.  Send all of your clients a link to the thank you page stating welcome and give them a video to watch that introduces your brand and gives them what the next steps are.  We can pixel this page so that it tracks clients at a specific type of value.  

So for example if you offer a 12 week program priced at $1,000 we can give the users who visit this page a value of $1,000.   

Once we have data of people going to this page (meaning that they are all clients who visit that page) Facebook can do it's thing and start optimizing for clients for us, however.... Do not start optimizing for the client pixel until you have a large amount of data for FB to figure out who your potential clients are!

Oh yea! I love optimizing for sales because this is my golden nuggets.  I am trying to tell Facebook who my most likely clients are and who to show these ads too!

When I do my bidding, then that is when I do damage!  Here's why.   There are few things you can do for bidding when running a conversions campaign.  See below.

The two types of bidding are,  manual bidding, and automatic bidding.   

Automatic bidding is selected by default.  Normally that is what we go for if you trust Facebook to optimize it's pixel and help you show your ad placement in the news feed where ever they see fit!   They normally do a good job, at getting us the right placement for the cheapest cost per conversion.  But again, Facebook is also doing this for other advertisers so by all means they are not perfect.!

When it comes to me, I personally like using manual bidding when it comes down to optimizing for the "client pixel."  But that is just me, and my preference. 

  

So for example, lets say my client value is $1,000.  That means I have up to $1,000 to spend before I start going in the negative.  So at least if I get 1 client and spend $1,000 I break even.., right?  Correct!

So I am telling Facebook I am willing to spend 50% of my client value ($500) on average to acquire a purchase.  FB says, "okay Art, I got it, so I am going to show your ads in the Top placement because you have a lot of money and can afford to bid high for massive placement and get clients "on average" for up to $500!"

​I say, "yes that is correct!"   So FB places my ads a the top of the news feed because my bidding is over the suggested placement.  WELL OVER!  Suggested placement will show my ads in various sections depending on the audience's interaction history to ads.  Yes, FB has a complexed algorithm but from what I have tested being the top of the top normally allows users to see me first and they cosume my content without having to scroll the feed.

That's just what works for me you need to test yourself!

Now, notice my bidding change from "average" to maximum.  I am now telling Facebook "hey FB, I am willing to spend "maximum up to $1000" nothing over that, to get a customer.  Please don't spend more than that per purchase otherwise I go into the negative.  Then, FB says, "okay Art you are willing to spend up to $1,000 per purchase, maximum!" And then they do their thing and help put me in the right positions on the feed (of course at the very top) to show to the right people to acquire a client.

 But Question:  What if my client takes a longer term process? 

You mean like this?

Normally if you are a fit pro, or doctor your process is not a direct sale online unless it's a medium size to low ticket offer.  Therefore, you need a system for being able to track an Offline conversion.  Or you can use that pixel thing and that will do the trick, which is give them a link to a welcome page and pixel all users who visit that page as a client.  The process may take anywhere from 1 day to 7 days.  Anything over 7 days you need to use a offline conversion!

That's why I like setting this up as 7 days so that it gives me more time to count credit that ad for a conversion.  So for example if it takes 7 days or less for the person who clicked that FB ad to sign up and become a client that ad will show up as 1 for conversion and so forth.  

If it takes longer then we need to start incorporating a Offline Conversion.  Which we can get into in another blog, cause that's a beast!

If you need to get your ad out there FAST, and we do not have time for showing it varying times of the day and week select manual bidding - Accelerated Delivery Type.  This feature will show your ad to everyone as fast as possible, spend up almost all of your budget quickly before the day ends but you can guarantee your ad to be delivered to as many people as possible as quickly as possible!

Only use this in extreme situations, showing you ads too quickly to people could result in excessive ad fatigue, and complaints from users!  Once that happens Facebook says, no no, and starts to affect your reach, increasing your bidding price and showing your ads to less and less people over time!

If you are running any new conversion ads, since early June, you may already noticed a drop of your ads' performance. Or more specifically, a drop of their daily reach.

Why is that?
Well, if you ever followed Facebook Newsroom, a June 30th blog post explains this in an quite obscure way.

In short, Facebook is now giving some ads a probation.
During the probation period, Facebook tends to push those ads to only a small group of audiences so to test their reactions. If the feedbacks are positive, your reach will be expanded. If not, you better stop waste your money on those ads...
This also perfectly explains why they always give a wide range of estimated reach. Though we noticed this estimated daily reach were available long times ago, since June the starting number starts from the least.

Let's see.

According to those 3 days of data:

• ad set 1 experienced a gradually increase in reach
• ad set 2 experienced a slightly drop first then rocketed up in reach
• ad set 3 experienced a slightly increase then decrease in reach

And do you see the relations between reach, link clicks and results?

• The more reach tends out to result in more link clicks
• The more clicks the ads receives, the more results it gets.

Which means....? Those certain types of ads' performance will be affected due to the lower reach, during their probation period. Even though Facebook emphasised at the end of that blog, this update won't affect much.

3> What should we do? 
Always bear in mind, Facebook is trying their best to build a positive social environment, every update they implement are all about it. Therefore, the more positive reaction (feedback) your ad receives, they more audience it will be able to reach, and vice versa.
Make sense?

But now you may ask, how can I know if my ads will get positive reactions or not? 
No one knows, even Facebook does not know before you launch it... 
The only thing I know is, you don't want to test only one ad creation. Because you don't want to start over and over again if the ads you run could not pass their probation.

What I mean is, it is not important of what I think or what you think of an ad, it is all about how your target audiences thinks of it. And by running different ad creatives, testing different images, ad copies, and landing pages during the probation period, we have higher chance to find the right one, earlier.

This is kinda new, but we have been testing it out with messenger bots.  When it first came out Facebook's algorithm was not too keen but now it's getting smarter and allowing us to test different campaigns with the new messenger button!

Inside of the Power Editor you can click on "create campaign," and select Traffic as the objective!

Be careful, Facebook forces you to select all placements and you don't need to select them all, just Feeds!

There is NO NEED to select the Messenger placement.  What happens when you select that, is it will only send an ad to people who have messaged your Facebook Page before.  So the audience is going to be rather small in most cases, therefore we want to hit an audience with a bigger size so we may test these ads to our warm audiences or externals...

You will already see under Traffic where our destination will be linking too.  Our only choices will be a website URL or messenger or App.

Once you are in the ad level, you can select Message Text as the destination.  You probably normally select website URL, but this time just select Message Text!

If you want to you have the option to create a structured message.  You can include some beautiful design, and a call to action with it.  If you may have gotten to this blog post from my ad, you would have seen a JSON Quick Creation text that was sent to you!

Doing a regular JSON Creation requires a little bit of coding!  I recommend just doing a Quick Creation if you want to go that route!

There is no real reason for me to message you!  Even if for some reason I am loving your content!

Use an incentive that will get me to chat with you.  

One of the key headlines we are seeing work very well is.   Using a video ad for example...

The video ad shows the user how to create a green smoothie in less than 3 mins.  

Then the user may want to know how to get the recipe for that smoothie therefore, you can drive them to a Facebook message stating!  "Hey, if you want the recipe to this delicious green smoothie, Click "SEND MESSAGE", and I will automatically send you the recipe to this INSTANTLY!

Once you have that going, you can measure metrics such as Cost Per Conversation!  And then it will allow you to know how much you are paying per conversation, and how you can measure out of the conversations you create, how many convert to the next action!

Take a look at the two right column ads below.  Now take your eyes to the upper left corner of the screen and tell me which ad on the rightside you notice more?

That yellow stands out don't it!  Well we already solved #1 - getting their attention.

#2.  Make sure we are targeting the right market.  Okay., if we are asking them to like our page if they love their kids.  Then we need to "MAKE SURE" we are targeting only parents.  

You can find that selection of parents inside of the Power Editor or even the ads manager.

You may wonder why did I choose Parents who have kids between the ages of 3-8.  Well because perhaps that is my ideal targeted audience, and also they are "so cute" can't help but love them during those ages right?

#3.  Make sure the image matches the market's needs.  My image has a heart on it.  It has says words that say "I Love My Kids."  This is an emotion.  Anytime you use an emotion in ads it resonates with the audience and hits the user in a way that drives them to take action.

Also notice the words answers the question of the ad.  Do you love your kids?  Yes I love my kids.  This is perceptual marketing.  

Perceptual Marketing I would like to say is when we ask them a question or call to action "Like this Page If You Love Your Kids" & then we put in the image telling them that they love their kids.  It is kinda like saying,

"Do you want to go to the ball game?"  and then the button says "YES, I WANT TO GO"  It forces the user to go in the direction we intend for them to go to.  

Another good example is if you have an apple in your left hand and an orange in your right hand.  

Which one got you temped to try?

The apple right?  Cause it is probably moving, or it is raised slightly higher than the orange.  Yes or Yes?

This is the type of marketing you want to do with your ads and landing pages.  Take them to the store, then take them by the hand and point them to the item they want and help them checkout.  

Once again to reduce our costs we need to focus on 3 things.

1. Make sure we are using an image that "stands" out from the crowd!
2. Make sure we are targeting the right market
3. Make sure the "image" matches the market's needs!

The image is the #1 source for helping us get a cheaper cost.  Other factors play a roll such as competition (how many are bidding for the newsfeed placement for that particular audience), relevance score, (mostly Click-Through-Rate), and how many people are clicking the ad out of a certain number of impressions.

The ad that received the highest CTR came out to give us the lowest Cost Per Click.  While the most expensive one was giving us a 2.86% CTR with a avg .40 cent CPC.  

Likely we would pause the two most expensive ones and run a split test to see if we can beat that CTR of 3.96%.  

So content shows mostly little affection towards the user taking action.  We would likely switch out the image to find an image that stands out a little bit more and resognates with the audience.

Thats it!

Follow those 3 things, and you will find your ad performance increasing to a degree where your able to get the same results or better while spending less money!


​

​Right now!  Go into your ads account and click on audiences.

​Inside of your audiences I need you to click on Create Audience, and Custom Audience

​Then click on Website Traffic

I need you to create
 

1. All Traffic List
2. People who visit a specific page list (blogs, success stories, custom us, about us, etc..)
3. People who visit your thank you pages (ex.   /thanks-so-much.html)

Now that you have segmented your lists.  You are able to target specific people who are in a specific area of your funnel. 
 
If you target people who have been to your blogs, they are likely ready to sign up with you and trust you as a brand.  But may need a little persuasion such as video testimonials. 
 
So you can make that happen easily!
 
We have created a ABC formula for this particular type of retargeting funnel.  I’d be happy to show you myself. 
 
>>> Click Here To Have A Chat With Me <<<

​

Dana in one of my clients who owns a yoga studio in Bakersfield, California. She flew all the way out here to visit me in China and I've asked her if she would be willing to give me her sales script she used to close over 70% of her leads that signed up for her 12 Week Challenges that we run for her from Facebook.  

It is really simple.  Good Attitude is one of the most important reasons why this strategy worked!

I noticed that when Dana talks to her leads over the phone her voice sounds very excited and extremely energetic.  This is a good habit to use when talking to your leads because it helps get them in the momentum of feeling the same way!  

You have to believe you are just as excited as they are about this!

Dana:  "Hi!  Is this Michele?"

Michele:  "Yea, this is Michele..."

Dana:  "Hi Michele, this is Dana from Warrior 1 Yoga!

Michele:  "Hi,.......(how are you doing, etc...)

Dana:  "So, I just noticed that you just signed up for our 12 Week Challenge.  Are you still interested, because we have a few spots available."

Michele:  "Oh ummmm, well ummmm, can you tell me more about it?"
​
Dana:  "Oh okay sure!  So when you come in, cause we got to make an appointment, we're going to weight you...  Measure you...  And give you the yoga diet, and then you can have unlimited access to our yoga studio for only $99 a month.  

It's normally $145, but we discounted it for this particular challenge, and it's only a 3 month commitment.  But, we need you to come in maybe tomorrow at 2 o clock because that is the only time I can fit you in right now.!  

Sales:
"It's normally $145 but for this particular challenge it's $99.  (The person feels like they are getting a deal)."

Scarcity:
"We are only signing up people till Sunday!" 

This simple strategy is what Dana used to close over 70% of the leads who signed up for her 12 week challenge, and how she was able to rack in over 43 members in just 3 days!   

In the video we explain that targeting "Boxing" in general was just too generic and likely we would have to filter out a ton of people to take action on our offers.  Here is why...

We have targeted generic interest before.  And in most cases they suck.  Normally we are hitting users who expressed "any" type of interest in something relevant within each other.  So for example if I target people who like "Fitness & Wellness." 

This specific interest is far too generic.  I am hitting people who have clicked like on a fitness and wellness page, clicked like or physically took action on a fitness and wellness relevant ad.  In most cases about 70% of everyone on Facebook has done that!

While testing specific interest were somewhat decent, when we overlapped it with others the results were amazing!  Check out the image below...

So for example if my ideal targeted audience was more likely people who were married and also had a specific interest in working out along with dieting.  I know for a fact that this would be a great start to hit them with on Facebook.

You have to understand this is a filtering process.  

Lets say out of 1000 people who see your ad we get only 100 people to click it.  Now out of the 100 people who click it, we get only 10 people to sign up.  That filtering process excluded people who were just curious and clicked, people who had no interest in the offer, and also people who want to decide later.  

THAT IS A LOT OF FILTERING, but that is how Facebook works.  Now, Facebook's algorythm's job is to find out those 100 people who clicked, lets start showing more ads to people who look just like them.  And through time it gets smarter and smarter.  

If women, age 27-32 were clicking away and signing up then it would help us target our ads to those people and push our impressions to that specific market!  

It is an amazing beast!  I love it!  I live by it!  And I am always excited to see how the market responds to our offers.

You are probably under utilizing video testimonials as Facebook ads, and engagement posts but I am going to show you my stats...

This is from my Ads Account so here is what I ran.

First campaign was an engagement funnel I call the ABC formula.  It was about 3 Facebook Ads that ran to blog posts on my website.  The content was useful and helped people learn things about how to use Facebook ads for their business.

Second one was a testimonial from Dana (one of my clients) who owns a yoga studio in California.  She was able to explain to the users how I am able to generate hundreds of leads for her business that she converted into clients.

Third was a link post ad that went directly to my consultation landing page giving the user and offer for a consultation.

The Ads Consult campaign that went to the consult offer gave me the most leads...
​The ABC Engagement Funnel gave me the least leads.
​And the Testimonial video gave me the cheapest leads.

Dana's testimonial ad's cost per clicks were outrageously expensive though.  
BUT...

Notice it gave me the cheapest cost per lead...

​My ABC Engagement Funnel gave me very expensive cost per leads.  But notice below that it gave me the cheapest cost per checkout.

Checkouts were more important because they were sales!

So in other words, for my testimonial campaign  I was paying only $29.12 per sale which equal a value of $1,350 per sale totaling $6,750.  That's not bad!!!

And even though my ABC engagement formula gave me the most expensive leads, but  in the long run it gave me very cheap cost per checkouts which also totaled $6,750 in sales value!

What does this tell you?

That if you focus only on cost per clicks you will not see the whole picture of the matter.  Sometimes we may acquire expensive cost per leads, however the quality of the lead could be extremely higher!

If I was to focus only on cost per clicks, or cost per leads I would have probably made a mistake and acquired more expensive cost per checkouts.  

WHICH IS BAD!!! 

I don't want to pay more for sales...  That is why it is so very important to look at the entire funnel from beginning to end.  

As you can see engagement ads definitely work!  

Yes, it's more long term but the truth of the matter is you will acquire a sale at a much more cheaper price and truly be able to 10x or 30x your investment!

Follow this simple strategy and see your results change dramatically!

1.   Warm people up with useful content
2.  Follow it up with legitimate testimonial videos
3.  Launch the appropriate offer to your user "only after engaging them with content and testimonials...

I know it doesn’t make sense.  Why would you pay Facebook for advertising content and information to people for free, when you can just sell them your services right?
Well it is because nobody is ready to commit to you…. Yet….

Imagine we just met at a party and I told you I sold BMWs and I tried to sell you one.  You would probably look at me like I was crazy.
​
But…
What if we met a number of occasions and knew each other well.  Then I educated you on what type of cars I sell, and why the BMW is a good fit for you.  Later, I probably even allowed you to test drive one and eventually gave you a deal if you were to trade in your Toyota.  
You would be a little more ready to commit with me then, wouldn’t you?
This is why we want to educate our users on the value of your brand by giving them useful content that can help their everyday life.  

By doing so you will create a relationship, and following that relationship you will create a long term client!

​Share, like, and comment on this blog if you found this was useful!

1.  Get a video testimonial from your client telling others how awesome you are!!!

2.  Take that video and share it with your fans and upload it as a paid Facebook ad to disperse to audiences locally in your area.

3.  Then go into audiences and review the people who've watched your video, and who've also completed (watched the full video).

4.  Retarget "only" those users with an offer to opt in for a consult and learn more about your services.

Inside of Audiences you will be able to find people who have viewed your video and also completed your video.

If you need help with getting customer video testimonials click here to learn 3 strategies I have used to get them!

Your turn...
Did you already know about this?  Have you started to apply it yet?  Let me know in the comments below!

Use Conversions as the platform for getting lower cost leads.
Here's why...

When Facebook selects "Website Clicks" or even "Page Post Engagements" you are telling Facebook that you are looking to show your ads to people who are most likely to click to your website or engage with your post.

So this is what happens...  Facebook shows your ad to people who already have a history of clicking the ad to the website or engaging in your post.  

It does not necessarily mean they will sign up, and most likely they are our "happy clickers."  These types are the ones we want to try to avoid.  

They likely click the ads out of curiosity first, without making a solid decision on signing up.  So for example if women age 24-35 are likely clicking the ad more than any other demographic Facebook will likely show your ads to them more often than anyone else.  

When that happens conversion costs usually creep up and until you start to get leads, your cost per clicks may decrease, but conversion costs may increase because the people who are not signing up are clicking your ad most.

However if we use "Conversions" as our objective, then Facebook will show ads a little more evenly to everyone regardless if they have a history of clicking ads or not.  Facebook does not have enough data on people in your market yet who are likely to sign up (in most cases) so it will capture the people who sign up most often first and then begin to target users in that demographic who are most likely to sign up for your services.

If sign ups is your objective, then choose conversions when you are creating your ad and create a Facebook Conversion Pixel to place on your thank you page (the actual page they land on after they sign up).

A lot of marketers use bidding in terms of trying to get the cheapest click possible.  Getting super cheap clicks is indeed what you want but you have to look at it in terms of your objective.  

Is your objective to get cheap clicks, or is your objective to get cheap leads, brand awareness?

Below we will go through the different types of bidding and why you should try testing all different types to see which one fits your specific Ad Set.

Facebook will help you out at best as the can!  You just have to tell them specifically what you want.  So for example if we were to select Get the most website clicks at the best price  Facebook will show your ad to the most likely people who will click it and go to your website.

This includes their algorithm of finding the top % of people who click ads and reach them first.  Later this ad will be shown to others who are likely to click and based off of the history of users not clicking ads it will show them the least.

More or less, once it starts to developer history of your potential clickers the almighty algorithm will start to show your ad to people who have clicked your ad.  So for example if women 24-35 years of age are clicking your ad more often and they are on mobile they it will likely give it's fair share of impressions to them more.

If you Set the amount a click to your website is worth to you this means you will tell Facebook that if people are not clicking then the maximum I am willing to pay for a click is .75 cents (for example).  

Facebook will still charge you for impressions because sometimes people may click the image of the ad and go to your website (hence, website click) and sometimes they may click your Facebook profile name and go to your Fan Page.  

If they were to click comment, share, or like this would not be considered a website click.  So they will charge you for impressions first to see what is the likely hood of people clicking that particular ad and help you get the cheapest clicks possible over a period of time.  

There has come a time where our audience size is very small, or our ad has reached it's stage of fatigue.  That means we have shown our ad so many times that people are not clicking it or engaging it anymore.  

You may want to change your bidding type when this occurs.  By implementing Daily Unique Reach  you are able to serve your ad to people only once a day.  So they will not get fatigued and plus you will likely not spend your daily budget every day!

You will be charged for impressions with Daily Unique Reach.

Best Used For:
We use this commonly when we are doing Website Custom Audience Retargeting because our lists are not big quite yet or if we are just targeting a very specific audience that has a size of 1,000 or less.  

The worst thing that can happen to you is your ad has been shown to people far to many times and they start to block your ads or complain!

All of your Google Adwords marketers are familiar with this method.  This method is very useful if you are targeting a brand new audience and you have a set budget!

You will only be charged for clicks for this one.  So for example if your ad is shown to 1 million people and no one clicks you will not be charged, but if your ad is shown to 1 million people and only 2 people click then you will only be charged maximum .88 cents per click (example above).

You have full control of your ads spend bidding with this method.  Normally if you are targeting a small audience and you would like to get your ad out to the audience evenly without using Facebook's algorithm.

Best Used For:
Targeting a smaller audience and wanting to get a much more fair share of impressions shown to them without the fear of paying for them if no one clicks.

Remember!!!  You will only pay for clicks.  If they do not click, you do not pay!

If you want your ad to be shown to everyone and their mother as well as as many times as possible then CPM bidding is what you want to use.  

Preferably this is best used with super large audiences but also keep in mind you won't be utilizing Facebook's algorithm to where they can help you reach the people you want to reach.  

You will be charged only for impressions (per 1 thousand impressions).  That means that regardless if they click or not you will still be charged for the ad showing.

Best Used For:
The only time we use this is when we are trying to get a brand awareness out to a particular audience and preferable on the right column we shoot a low budget to people just to build a reminder for them.   So if we have a webinar coming soon we could show this ad to the people who signed up for the webinar and just kindly remind them of the date, time and also what we will be covering.

1.  Lets Start With Targeting...

Who you are targeting is important because it has to be relevant to the audience in general.  In the example below we are targeting BMW Owners through Facebook's Behavior Targeting Feature, of men who are over 40.
This targeting helped us figure out that men who are over 40 generally are our ideal customers who have a deeper passion about taking care of their car.

3.  Your Landing Page Copy

In the example below notice how the landing page headline matches exactly the Facebook Ad headline.

For the description I took out a minor part of the landing page copy and post it in the Ad Description box.  
Landing Page Image
The image is by far one of the most important things on the page next to the headline.  The image matches the Facebook Ad image and also shows the user exactly what they are going to be reading about.  

Landing Page Headline 
The headline is exactly the benefit to the user who reads.  In our case the "7 things they need to know about their BMW" is our headline.  

Bullet Points
The bullet points goes straight into the 7 things one by one.  Each one being very specific to needs of the user.  Educating them in the things they need to know, and how to take care of their car.

Call To Action  
The user who lands on our page can get some useful information about how to take better car of their BMW.  One of the last few things we talk about in the landing page is insurance.  Therefore our Call To Action message is for them to download our Free Auto Insurance Checklist that we are willing to giveaway in exchange for an email.  

As long as your Lead Magnet or hook offer is relevant to the posts they are reading you are going to see an increase in conversions.  

Download Our Landing Page Checklist and increase your conversions.

Something to Consider
I was on the phone with Sarah, she is our Facebook Ad's Rep in Austin.   She told us that Facebook rewards Ads that are more content and information relevant.  I have seen this in our ad results.  the Cost Per Website Clicks are relatively so lower than any other ad we have written.

People love to get useful relevant information!  This builds your brand, and gives you authority.  
Isn't it better to build trust, then later on sale your products or services only to those who are interested?  

Tell me in the comments below what you thought about this post!

We did a recent experiment with one of our clients who was having a specific problem.  No matter what type of ad they created, their relevance score was low and their Click-Through-Rate was under 1% so their Cost Per Click was relatively high.  

We grabbed ahold of their account and helped them with their targeting and ad creative copy and then their ads received more clicks at a lower cost, and they even was starting to see conversions for the first time.

We called and asked them to help us create an ad.  Our Targeting market was people who were encountering the same problem.  So they created an ad that told a story.  A specific problem that only a small percentage of people were having with Facebook Ads.  

Once we launched the campaign our click-through-rate was relatively low, and our cost per click was kinda high, but.....

Believe it or not our conversion rate was over 40%!   So almost half the people who clicked felt the need to opt-in to learn how to fix that exact issue our previous client was having.  

We acquired leads for as little as $1.39 cent per. 
 
So what made this Facebook Ad and Landing Page so highly convertible?

1.  "We targeted customers who were having a specific problem with the campaigns.  So We asked our client to, create our Facebook Ad For Us, because they would be able to talk more deeply about their specific problem and relate it to the audience."

2.  Our client hired us because they have tried Facebook Ads before and have failed.  So they were able to talk directly in the message and pin point those High Quality Clicks to our site by talking to them in the ad exactly with the same problems they encountered.

3.  Studies have shown that your customers are the ones who has the best experience and best knowledge about your products or services even better than you do.  What they say COUNTS!   It counts so much that sometimes us marketers get wrapped around our products so much that we tend to "Think for the Market," instead of "As the Market."  

So would it honestly hurt you to ask one of your loyal customers, to aid you in creating a Facebook ad?  I know it is weird, but believe it or not, their perception of your product is sometimes a little different than your perception of your product.

Customers really tend to focus on what it really did for them instead of our perception of what it can do for them.

So tell me what you think about this concept below, is it worth giving a shot?

Video Testimonials is your SECRET WEAPON

Video testimonials are by far the best in Facebook Advertising.  Use them in your Facebook Ads to drive those people who are already well known about your products or services to offers on your landing page with a strong direct call to action to take advantage of your products.   

So lets talk about Click-Through-Rate (CTR)...
CTR is the number of times a user clicks your ad out of 100 impressions.  


Impressions meaning how many times your ad is shown. 

So if my ad is shown to people 100 times, and only 1 person clicks it, my % will be 1% right?

And if my ad is shown 100 times to users and 13 people click it, then that would make it 13%.

Any type of News Feed Ad, that gets at least a 1.5% CTR is relatively good.  3% or more, then you are hitting the sweet spot.  

But...   As always it depends on your audience (meaning who you target), and particularly the offer you are giving them in your ad. 

I would have to say the most likely reason is because of Click-Through-Rate.

Here are some reasons why your Click-Through-Rate may be low:

• Competition
• Wrong Message to the Wrong Audience
• Ad Image Does Not Match the Message

This one gave me a 8.5% CTR.  Page Post Engagement Ads, ideally get you the highest CTRs because the image is sooo big!  There are no image restrictions therefore your Clicks will go up!  Notice the .05 cents per Post Engagements and 622 Website Clicks.

This ad shows a relatively decent CTR of 3.3%, thus makes my website clicks range at .60 cents per.  But notice I am not focusing on Clicks, I am focusing on Conversions (meaning sign ups).

Here are the reports from that Page Post Engagement Ad I launched.  This gave me a .12 cents per website click due to my strong calls to action in the Page Post Engagement Ad.

I agree that it is important to focus on Click-Through-Rate, but it does not mean drift away from your intention and message.

We have delivered solid low cost clicks from testing different Ad Copy types.

Click here to learn more about downloading our Top 10 Highest Converting Ad Copywriting headlines Right Now!

Step 1:  Copy Your Online Chat Code
Go to zopim.com click on sign up, and then click on "widget" to get the code.

Why:  Your customer being able to instantly chat with you or someone is one of the most comfortable feelings aside from a phone call.  Your customer has questions, and they will ask.  Why not provide that extra bit of service for thus, increasing your rapport and likelihood of them making a financial transaction with you.   

How:  Easy.  If you do not have a Facebook App, there are many out there for Free.  We here at CPC Ninja like to use Static HTML.  You have to be semi familiar with HTML to use this one.  

Step 2:  Choose A Facebook Page App
We Like to use Static HTML.  But you can also use Woobox.  

Step 3:  Paste Your Online Chat Code
Go to your Facebook Page App or tab.  Paste this HTML code in the page "anywhere."  

There you have it!  Test it out!  Shoot me a comment below if you are having trouble!

In just a matter of 8 minutes learn how to effectively launch your Facebook Ad.  Make sure you go back to the areas of the video and take your time with creating your ad.

Every business is individual and therefore your audience will be different.  Once you are done with this video, click here to learn how to optimize your ad with the Power Editor Module.

This is a 25-minute video as we have explained as detailed as possible every step of the way that you may encounter while you are on your campaign creation. But really, can have one campaign up as quick as 8 minutes! 

To guide you more throughout the process of Facebook Ad Creation, you can use these timeline below if you want to playback some of the important parts of the campaign creation.

A. Campaign
01:53 - Click Create To Start Campaign 
02:40 - Choose Your Campaign Objective
03:16 - Name Your Campaign

B. Ad Set
04:47 - Name Your Ad Set
05:33 - Select Your Conversion Event
06:45 - Select Your Audience
11:03 - Select Your Placements
12:58 - Select Your Budget 
13:14 - Select Your Schedule
13:52 - Select Your Optimization For Ad Delivery
13:57 - Select Your Conversion Window

C. Ads
14:32 - Name Your Ad
14:54 - Choose Your Facebook Page
15:16 - Choose Your Ad Format
16:28 - Create Your Ad Copy
19:09 - Enter the URL You Want To Promote
19:43 - Enter Your Headline
20:07 - Choose Your Call To Action Button
20:20 - Enter Your News Feed Link Description
21:32 - Confirm Your Ad And Submit For Facebook's Approval
22:52 - For Split Testing of Ads

Hope this detailed Ad Creation guide helped you big time and made your first campaign creation easy-peasy! If you got more questions in mind and need more clarifications, leave us a comment and we'll get to each one of you!

I wanted to share with you something that we did a while back when the right column ads were smaller and much more cheaper.
One of our clients has a business where he trains dogs on how to listen to their owner and focus on their commands.  Here are the results below...

Facebook Advertising Changes are getting frustrating...

It seems like one day in the reports module you can view people who are able to give positive or negative feedback about you ad.  This alone tells us if the potential audience we are targeting is not good enough.  Well....  Basically our Click Through Rate tells us that in itself as well!

But it appears that Facebook is really trying their best to show ads more and more relevant to the user.

Take a look at the photo above.  Seems like they are starting to crack down on ads that are not relevant, huh?  

You are right.  THEY ARE!  

Bad News:  This is showing us clearly that there are more advertisers joining Facebook to use as a platform to scale their business. So the prices are going to gradually go up.  

Good News:  Advertisers that show the most relevant ads to their users are going to ideally be the winners.  Mainly because their ads are going to be engaged a lot more than ads that are not relevant.  That is why it is important to not be overly promotional.  

Great News:  Due to some advertisers abusing Facebook's platform by using click bait methods or just by in general targeting the wrong audience with the wrong content they are going to require a much more higher cost per click (if they get any clicks) and therefore it will give us advertisers a chance to to be in a higher placement for a relatively lower cost thanks to Facebook's Optimized CPM Bidding.


The key to creating your Ad is most importantly keep it relevant to the end user.  If you believe that your ad is going to benefit the audience that you are targeting, and if they can consume the content and encourage them to click through to learn more about your services then you have hit the spot!  If not, you need you go back inside of your ads manager and review your ad image, text and audience.  It needs to be something that will benefit the user.