 “A”wareness(Give Value: “it’s about them”) Mission: To get a qualified audience aware of your brand by offering them free content that is incredibly valuable and that solves a problem that they have that you specifically can fix. It’s best to use a Video View Objective and our main goal is to build “Quality Video Views.”
Good Examples to Work From: Call Out: Business Executives Suffering from (problem)_____________? Example For Chiropractors Call Out: Business Executives Suffering from acute lower back pain? Educate: This could be potentially the reason of an injury, such as muscle sprains or strains due to sudden movements or poor body mechanics while lifting heavy objects… Value: Avoid toe touches because standing toe touches, for example, put greater stress on the disks and ligaments in your spine. Try press up back extensions. Lie on your stomach with your hands under your shoulders. Push with your hands so your shoulders begin to lift off the floor. If it’s comfortable put your elbows on the floor directly under your shoulders and hold this position for several seconds. This will help provide temporary relief to your back pain. Example For Fitness Professionals Call Out: Busy Professionals feeling like their energy levels are always low? Educate: This could be potentially because of either a lack of exercise or improper diet… Value: Avoid eating foods that have added sugars including fried and fast foods. Try incorporating whole grain wheat oatmeal’s, pasta and rice. Grains are rich in carbs, which provide the body with a good source of energy. Example For Martial Art School Owners Call Out: Busy Parents feel like your kids could have better focus in school and become more social? Educate: This could be potentially because of their daily habits and possibly lack of activities they do when they come home… Value: Avoid letting your child spend too much time watching TV or youtube and actively take time to spend with your child doing some daily exercise such as walking at the park and playing a sport activity with you outside at home. Example For Business Coaches Call Out: Busy Business Owners feel like the business is not growing and are overwhelmed with too many fires to put out because of wearing all the hats? Educate: This could be potentially because of a leak in your business that you are not aware of and there is not yet a good system in place to substitute this leak… Value: Avoid spending too much time on one thing in your business and try hiring someone who can do that one main thing you do as long as they are trained well enough to execute that task. This will free up some time to work on the other things in the business. So you see. This is helping people who have specific problems that you can solve with giving them tips on how to solve themselves. Without telling them about your service yet. “I”nterest (Give Value: “it’s about you”) 1.Our audience is getting quite familiar with our brand by now and it’s time to drive interest. By driving interest we segment our audiences based on what they want from you. So we begin to continue to solve their problems but this time we educate them about how our services solve that problem. We typically may drive them in to a lead magnet as well in exchange for answering a survey. This survey lets us know exactly what it is they want. Now we can deliver more value on the topic that they are interested in. This builds extreme good will and rapport. Audiences who consumes content they are interested in sticks around, and begs you for more content! 2.Blog Posts/Videos/Lead Magnets We love using video view overlaying. Where they consume multiple pieces of content from one video and move to the next video. This creates a well nurtured fish pond of an audience that trusts us to the max. We laso like taking people off of Facebook to consume content on our website. This prevents distraction in the feeds and allows your audience to get more familiar with your brand and venture off into other aspects of your website. I sometimes drive interest type campaigns and only target desktop audiences. The quality of content consumption increases I think because they are more likely sitting down to read my stuff vs on their cell phone doing who knows what. Good Examples to Work From: Call Out: Business Executives Suffering from (problem)_____________? Call Out: How Sarah Who Suffered from(problem)______________ joined our 12 Week Program and (solution)_____________ without having to (problem)________? Example For Chiropractors Call Out: How We Helped Sarah Get Rid of Her Acute Lower Back Pain in Just 12 Short Weeks… Then we can provide the education and value on the next page educating them how we solved her problem, and what our program can do for people who has this problem. We can structure this as a Page Post, Link Click, or Video View Objective. We can provide all the value on a video as well. Example For Fitness Professionals Call Out: Busy Professionals feeling like their energy levels are always low? Educate: This could be potentially because of either a lack of exercise or improper diet… Value: Our 6 Week Challenge helps business professionals increase their energy levels and diets from our custom nutrition meal plans that we provide along with our non intimidating group workout sessions that only last 30 mins! So most of our clients come to train during their lunch breaks or after they get off work. Learn More > xxxxxxxxxxx We then provide even more value about the service on the page and educate them what’s all involved and where we are. Example For Martial Art School Owners Call Out: Busy Parents feel like your kids could have better focus in school and become more social? Educate: This could be potentially because of their daily habits and possibly lack of activities they do when they come home… Value: Try letting your child come to our kids martial arts program. Kids of all ages 5-12 are welcome. We teach many things like anti-bullying, leadership, and self-confidence training exercises that helps kids strengthen their inner potential and become class leaders in their space. We also pick kids up from school with our “after-school-programs” too. Click Here To Learn More & Get Class Times > XXXXXXXXXX Then we educate them more on our website about our classes and also class schedules. Example For Business Coaches Call Out: The Type of Program That Helps Busy Business Owners who feel like their business is not growing and who are overwhelmed with putting out Fires. https:xxxxxxxxxxx Then can link them to the page that talks about your service and how you help business owners solve that problem and what your course includes. So you see. This is helping people who have specific problems that you can solve with giving them information about how your services solve that problem. “D”esire (Show Proof: “Believe You”)
1.Our testimonial videos or case studies are a perfect way to provide validation that your services are something that the audience can believe. You are not a scammer. You are a legitimate company that finally can solve their problems. If they can see others getting results and enjoying your services, it dramatically entices them to take action! Think of it as this way. If you get a referral, it’s easy to sell. Because they believe in your services because someone they know (who will not lie) vouches about you. It eliminates the threat of falsely results, and it also instantly establishes trust among them immediately. This part of the process has been known to increase people’s likelihood to take action by 70%. People are more likely to take action after validation of others than from you explaining it to them. Because they don’t know you. They don’t trust you. 2.It is still important to give value at the same time. Educate audiences on how this happens and then slow someone who this is has happened to. This provides rapport building, and trust through the validation all at the same time. Good Examples to Work From: Call Out: Business woman who went from (problem)_____________ to (benefit)___________? Example For Chiropractors Call Out: Business who went from acute lower back pain to running marathons and playing golf… The education and value can be on the testimonial video. Just remember to point out the 3 things. 1. What problem they had before you. 2. What was the solution fixed and how long did it take. 3. Why they believe the person watching this video should sign up for the service. Example For Fitness Professionals Call Out: How Sarah Explains What She Did That Helped Her Lose 42 pounds in just 12 Weeks allowing her to spend more time with her kids, and have incredible energy levels throughout the day. The education and value can be on the testimonial video. Just remember to point out the 3 things. Example For Martial Art School Owners Call Out: Busy Mom Who Signed Her Child Up For Kids Martial Arts Classes & What It Resulted In For Her Child This School Year! The education and value can be on the testimonial video. Just remember to point out the 3 things. Example For Business Coaches Call Out: What Sam A Busy Business Owner Tradee Did That Took Him From $14k to $320k per month… The education and value can be on the testimonial video. Just remember to point out the 3 things. You can also include specifically what he was struggling on in the business and what the coaching helped him do to help him grow his business. So you see. This is showing the audience proof of people who signed up for your service and the results they got. It forces the viewer to see what they are missing out on. Download our AIDA formula guide to get the best out of your marketing campaigns.
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.
Potential reasons why you are not getting enough leads
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.
IS THE AD RECEIVING ANY CLICKS?
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. getting leads but not many of them
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. getting clicks but no sign ups?
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! exercise
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.
 Let the ring be your offer. Who will you give this ring to - that, at this very moment, will say yes? Why Going Straight for the Proposal Doesn’t Work. (Most of the time!)
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... Take A Moment to Acknowledge That The Relationship May Not Be Established Yet!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. 
The market is a noisy place, you need to make sure you are heard. The more bees you have, you'll get greater opportunities of being noticed. Match Your Offer to their Level of Commitment to 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: 
To learn more about creating that deeper relationship with your market, read more about our AIDA Formula. This blog is written by: Hannah (CPC Ninja Ads Manager/ Facebook Strategist)
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:
get instant access to lead informationYou 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. get a notification when a lead signs upYou 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. improve your retargeting effortsWhen 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. Automated follow upsWhen 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. access more data about offline eventsDue 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. |
