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How To Use Facebook Advertising To Get More
Customers
Strategy. Implementation. And Results.
How To Use Facebook Advertising To Get More Customers
In The Next 45 Minutes…
• The Concept• Using Facebook Tools To Build Your
Audience• Defining Goals & Strategy• Campaign Implementation• Results - So Far!• Try It For Yourself
How To Use Facebook Advertising To Get More Customers
The Concept• Define your audience• Identify their need• Get them on your email list• Build trust & value• Make them an offer
Audience Ad Optin Value Sale
How To Use Facebook Advertising To Get More Customers
Facebook Tools To Build Audiences• Pages - engagement• Groups - interests, competitors• Graph Search - connections• Audience Insights - audience creation• Tracking Pixels - actions & behaviours
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Graph Search
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Graph Search• Understand what your audience respond to
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Graph Search• Understand what your audience are buying
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Graph Search• Understand what their interests are
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Graph Search• Understand who they’re connected to
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Graph Search• Understand who your competitors might be
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Audience Insights• Build an audience to target
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Audience Insights
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Audience Insights
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Audience Insights
How To Use Facebook Advertising To Get More Customers
Facebook Tools: Audience Insights• Use your Facebook Page. Need 1,000+
Likes
• Build a custom audience that builds on that demographic
• Target industry experts & journals
• Target competitors
• Use tracking pixels
• Create lookalike audiences
How To Use Facebook Advertising To Get More Customers
My Campaign Goals & Strategy• Grow Fan Base• Build Email List• Get More Customers
How To Use Facebook Advertising To Get More Customers
My Campaign Goals & Strategy
3 Stage Funnel Plan:
• Stage 1: Self Liquidating Traffic• Stage 2: Create Launch Funnel• Stage 3: Develop Continuity Programme
How To Use Facebook Advertising To Get More Customers
My Campaign Goals & Strategy
Audience
AdOpti
nMain
ProductValu
e
Tripwire
Upsell
Continuity
Product
Value
Stage 1
Stage 2
Stage 3
How To Use Facebook Advertising To Get More Customers
My Campaign Goals & Strategy
Clearly defined target audienceTo improve CPC
Simple Ad that hits audience ‘pain point’ To improve CTR
Strong and Relevant Landing PageTo improve OptIn Rate
High Value, Low Cost OfferTo improve Tripwire Conversions
How To Use Facebook Advertising To Get More Customers
My Campaign Goals & Strategy
Stage 1. Financial Model:
EPC≥CPC = Positive ROI / Self liquidating traffic
Key Metrics• CPC (Cost Per Click) - target 0.12p• CTR (Click Through Rate) - target 3%• Optin Rate (Lead Magnet) - target 18%• Tripwire (High value, Low cost) - target 3%• Upsell (More value, low cost) - target 5%
How To Use Facebook Advertising To Get More Customers
Campaign Implementation
• Ad: Facebook Post. Desktop Only
How To Use Facebook Advertising To Get More Customers
Campaign Implementation
• Landing Page: Lead Magnet/Fremium
How To Use Facebook Advertising To Get More Customers
Campaign Implementation
• Landing Page: Two Step Optin
How To Use Facebook Advertising To Get More Customers
Campaign Implementation
• Tripwire: Post Optin Micro Commitment
How To Use Facebook Advertising To Get More Customers
Campaign Implementation
• Tripwire: Post Optin Micro Commitment
How To Use Facebook Advertising To Get More Customers
Results - So Far!
• Facebook Reports. Last 7 Days
How To Use Facebook Advertising To Get More Customers
Results - So Far!
• Shopping Cart. Last 7 Days
How To Use Facebook Advertising To Get More Customers
Results - So Far!• CPC - actual 0.10p (-0.02p)• CTR - actual 3.83% (+0.8%)• Optin Rate - actual 24% (+4%)• Tripwire- actual conversion 6.3% (+3.3%)• Upsell - not yet created
Total spent: £103Total revenue: £144Profit: £43Number new prospects: 349NOW Test! Test! Test!
How To Use Facebook Advertising To Get More Customers
Try It For Yourself!
• Any questions???