thanks sir
alright Slovenia
hey y'all do it after lunch carbs
sitting in everybody getting a little
slow so I'm excited to be with you guys
what you're about to learn is my exact
process I'm handing you a framework here
now this is four years of hands-on
experience with Facebook advertising and
weeks upon weeks of actual study so I'm
gonna try to do what maybe a weekend
worth of information in 30 minutes so
I'm gonna bring information quickly I do
speak quickly I'm American we kind of
talk quick that's how we go but know at
the end I have a slide for you that will
give you access to all of the slides on
my website and I do a lot of YouTube
videos so if there's a piece of this
puzzle that you're like Myles I need
more information on that know that when
you go to those slides on my site you'll
be able to get videos that explain in
depth all of those bits and pieces so
again the goal here is to give you the
overview the whole process so you can
apply this for yourself or for your
clients this is repeatable this is
duplicatable I've taught hundreds if not
thousands of people this process I know
of several people who have gone from
$10,000 a month in revenue to over
$100,000 a month in revenue with this
exact kind of framework you're gonna
learn everything from e-commerce to
information products and memberships and
more so that is the prelude and we're
gonna jump into it so why should you pay
attention first of all I have nothing to
sell you I don't have an agency I don't
have an info course I literally want to
give you everything I know for free so
150,000 leaves this is for my actual
business I'm not an agency my wife and I
we sell our own products so this has
been an absolute boon and thousands of
customers for us resulting in either
hundreds of thousands or potentially
millions of dollars in additional
revenue by leveraging Facebook ads and
again this has been replicated by many
students so the first thing is you need
to become a student of direct response
marketing now there's two types of
marketing in the world the first type is
brand based marketing Nike coca-cola and
some of these companies that are able to
spend billions and billions of dollars
do any of you have billions of dollars
to spend on advertising yeah me neither
so what we need to do is we need to
track it and essentially direct-response
marketing these are some examples these
are the authors that I study I don't
study any ninja stuff most these books
were written in the 1960s to 1980s this
is old school direct response marketing
every step in your direct response
marketing campaigns must ask the user to
take an action that's what direct
response marketing is so in these ads
you notice down here in the corner we've
got there's a little cutout part there's
kind of a it's a coupon that you would
cut out and they would mail that in with
a self-addressed stamp envelope and then
they would receive a packet of
information that answers the question
how to eat your way out of fatigue but
what happens when they receive that
packet of information that answers this
question it's actually another sales
letter it's a 17 page long answer that
sells the next product which is the full
home study course and then when they buy
that one guess what happens it gives
them the answer they're looking for and
it offers them another product
essentially it offers them a larger
product which might be a workshop so we
need to apply this old-school approach
and this is kind of what it looks like
for us in the digital age this is a very
basic funnel this is the exact funnel
that revolutionized my wife and my
business so I advertise an opt-in I
offer something for free on Facebook my
goal and the action I want the user to
take is to click to leave Facebook and
go to my landing page once they make the
decision yes or no
there's no navigation there's nothing
else on this page you have a decision
you're going to leave my website or
you're going to exchange your email
address for that free thing the page
after that is an OT o a one-time offer a
highly discounted piece of information
that we offer and that's the only time
they ever see it and then if they
purchase after they purchase
have what's called a one-click upsell
and the one-click upsell essentially the
order is open in the shopping cart and
they have the option to click yes and
add more products to the order or they
click no and the order is closed with
the original product on it if you're
running Facebook ads and you're finding
that your ads are your your money and
not enough money's coming back in from
the ads you're spending generally adding
on an upsell is the way to get more
money out of your funnel that's what's
happening because Facebook ads are
climbing and as Facebook ads are
climbing we're testing more one-click
upsells after the purchase because that
is where the money is we gotta track
what we're doing we have to have
measurable results we need to know we're
putting in this much money we got this
many clicks we got this many leads so
the first thing you have to have is your
Facebook pixel installed that is like
decor tracking mechanism for everything
and then you use custom conversions now
the custom conversions can be different
for every business model for me the
first custom conversion I'm tracking is
actually the lead write because that's
the first action I want someone to take
if you're an e-commerce store the first
action you might want to track could be
Add to Cart right but then there's also
the purchase
there's the one-click upsell purchase
it's it's definitely a function of your
business or your clients business as
what to track and then you got to know
your KPIs for me it's my cost per lead
and my cost per new customer that's the
only things I look at when I'm in my
facebook dashboard and we'll talk about
kind of analyzing the data soon and
these are the starter benchmarks if
you're getting going if you've got a new
client and you're like hey we're gonna
get you going on facebook advertisement
this is our goal these are the numbers
you're shooting for at phase one I'll
talk about phase two numbers afterwards
and what I mean is you want to see a
three percent click-through rate from
the link click a 25% opt-in rate if
you're doing an opt-in and a one percent
OTO conversion rate so when you're
monitoring your ads and you're getting
started you just look at what's farthest
from these benchmarks and that's where
you want to test that's what needs your
attention
generally copywriting is going to be the
answer which goes back to that slide
with those authors most of those authors
are copywriters
that's really what they are into so how
do you calculate these numbers it's
really easy it's like third-grade math
it's like dividing two things that's it
so we start with how much we earn from a
new customer now this is the front end
of our funnel we're not talking lifetime
value the lifetime value that's all
money in the bank we really focus on the
front end of the funnel we want to be at
least break even on the front end of the
funnel because that means I could put in
a thousand dollars I'll get a thousand
right back out and I get a lot of leads
and a few customers I take that same
thousand dollars and I put it right back
in and I get it right back out so I or
your clients are not gonna go cash flow
negative because nobody likes going cash
flow negative so we start how much do we
earn per customer for me it's right
around $100 $100 per new customer is a
easy number we're gonna work with then
how many leads does it take to get a new
customer so for me I'm looking at how
many opt-ins right does it take for me
to get one new customer so if I get a
hundred opt-ins and I get one new
customer that's a 1 percent conversion
rate if it takes 200 opt-ins to get one
new customer that's a half percent
conversion rate you can if you're doing
e-commerce you can look at Add to Cart
how many people Add to Cart and then how
many purchase and you can base your
numbers off of those metrics there um so
again this example down here if we make
$100 profit and it takes 200 leads to
convert someone I need to see 50 cent
leads coming through in order for me to
be break-even but what that means is I'm
getting 200 leads for free and I'll do
that all day every day because we make
the money on the back end of our funnel
through the follow-up and all of the
exciting things the next thing you want
to look at especially when you're
working with clients is what assets do
they have for you to leverage let's go
after the low-hanging fruit first and if
you're an entrepreneur and you have your
own business let's take the easy path to
making money with Facebook Ads not the
difficult path cold traffic is the most
difficult approach so what's the
opposite of that well do they have a
customer list if they do you can upload
it and we can sell more things to their
past customers it's easier to make a
second sale to a current customer than
it is to make a new sale for a new
customer then do they have email lists
the other reason we want to upload these
is because you can exclude people who
have taken the
when you're showing your cold traffic
ads but let's also make sure we have our
leads up there and we're showing an
advertisement to our leads that's
helping them take that next step into
our funnel because there's a lot of
money potential there we can make
look-alike audiences a look-alike
audience is essentially I upload my
customers 7,000 customers so here you go
Facebook Facebook's gonna look at all
that crazy data that is tracking on each
and every one of us and it will compile
its new audience of people who are most
similar to my customers so I can show my
cold traffic ad to people who are very
very similar
to my current customers meaning there's
a high likelihood of them taking that
same action I also do this with my email
list right I want more people who look
like my leads then again exclude
function to remove people who've already
taken action and then retargeting people
who Add to Cart retargeting people who
find you from Google SEO kind of a fun
fact it didn't hit the slides but our
best-performing metric with facebook ads
are people who find us from Google and
then they get the retargeting pixel or
Facebook pixel shows up when they go to
Facebook after they've consumed our
content they found from the search
engines that is actually the highest
conversion for us so this can tie in to
an SEO campaign it's great upsell if
you're an agency to upsell to kind of
another product another offering and
generate more income and revenue from
your current customers so this is like
my favorite part of the whole game right
stealing your competitors customers like
who doesn't want to just go steal their
competitors customers they have a tool
called the Facebook audience insights
tool I've got like an hour-long video
that's a deep dive on this you'll get
the link later it allows you to go in
and find who already has your best
audience so in the second slide I showed
you the direct response marketing one of
the big tricks that direct response
marketers used was they made sure their
advertisement was showing up in front of
people who wanted what they have so
people who have a Gulf product would put
their ad inside of a Golf Magazine
pretty simple right kind of logical well
this is the digital version of finding
that and Facebook gives us this tool for
free it's probably one of the best
market research tools ever made and it
allows us to get
all of those kind of scary tracking that
Facebook does on all of us Facebook
knows what we all like right when we
click the like button it tracks and so
this allows us to identify who's liked
what authors what bloggers what
customers what brands and we can show
our ads to these people I generally like
to walk away from this tool with a list
of 30 interests that register on
Facebook and then I'm gonna go target
each one of those in a very specific way
that you're gonna learn here soon before
we get to that which is the ad set level
we start at the campaign level that's
the first thing that you do in Facebook
and when you're starting a new campaign
Facebook says what kind of campaign do
you want and there's like 30 options
it's not 30 it's maybe 12 there's the
the chat box right you want to do a new
messenger ad you and do a lead at a
traffic ad and engagement at a like ad
the only ad I run our website conversion
ads that's the only one and the reason
is because you actually get to leverage
their machine learning system when you
run a website conversion ad Facebook is
going to try to optimize your ad and
your audience for you so when I upload a
list and I make a custom audience and I
look like audience of 2 million people
and I show it to Facebook and all of a
sudden this pocket within that audience
people who have some identifiers that
Facebook's identified when they start
converting more than everyone else in
that audience Facebook will show my ad
to more people like them so Facebook is
always optimizing my ads for me and the
only time you get that functionality is
when you're running their website
conversion ads you need a minimum of 50
conversions per week to seed that
machine learning system with the
information it needs to go find more
people like what you have so if your
e-commerce you want to do maybe the add
to cart as your conversion mechanism
because it's gonna be easier for you to
get 50 people adding a product to cart
per week than it is 50 customers per
week my conversion is based on the email
lead
that's all I just want people to join my
list I'll build the relationship we'll
make money on the backend that's my big
bowl make sure it's at least one step
after they reach your website you don't
want just people hitting your website to
be that conversion goal that's not
enough you want there to be an
identifier you want them to
and action after so again it's a
function of the business you need to
know the clients business your funnels
etc this is where it gets really good I
call it the five dollar Facebook Ads
what we're doing is we're taking all of
these different kind of audiences that
we've created what have we created so
far well we have our look-alike
audiences that we created we have our
email list we've uploaded our customer
list then we have all of those interests
that we found when we were stealing our
competitors customers each one of those
goes in its own ad set one campaign many
ad sets effectively we're split testing
the audiences is what we're technically
doing and the goal here is to
essentially find the audiences that
deliver us leads and customers within
our KPIs and we put more money there and
we find the ones that don't give us
leads and customers within our KPIs and
we remove money from there so this is
the the low-risk high-reward what we're
doing is we're putting a little bit of
money out there on all of these
different audiences so we're spreading
our bets all across the roulette table
and we're seeing which ones make money
back and we're seeing which ones don't
and we've moved the money from the ones
that don't to the ones that do it's
really a simple process but when it
works this is how you're able to scale
advertising kind of with a strong
knowing of which way it's gonna go this
is a little example of how that's gonna
look so we have the website conversion
campaign it's one campaign that holds
all of your different ad sets so at the
ad set level each one of those ad sets
has its own interest or look-alike
audience and then they all point to one
ad and the reason we want one ad for all
of these is so we can kind of leverage
the social credibility from the ad so
every time I get a like a comment and
engagement from ad set for an ad set
seven it adds up and kind of builds the
you know the profile of that ad so our
main ad has been displayed we've got one
I've been running for a while it's been
displayed a couple million times
it's got like six thousand shares and
500 or 800 comments and that social
proof is really valuable so you want to
make sure it's leveraging all onto one
ad so let's talk about ads what makes a
good ad Facebook has a metric inside of
their system called the relevance score
it's it's not really it's a feedback
mechanism is all it is and you want to
monitor you
relevant score if you have a relevant
score of 6 or below Facebook doesn't
think it's a good user experience to
show your ads so they're gonna charge
you more and they're gonna give you the
worst segment of your audience if you
have a relevant score of 10
you're winning that means you're getting
the best audience at the best price how
do you get a good relevant score long
copy ads and that's kind of what I'm
trying to show you here this first one
there's actually a more button you can
click there's even more text here a lot
of the imagery we use very natural
imagery one of our best performing
images is a picture of my wife just kind
of got our hand on a tree you want your
stuff to fit into Facebook right people
are scrolling through the timeline
looking for pictures of the grandkids
seeing what their mates are up to so you
want it to fit in like dude with the
kebab right the video like it just looks
like a random video from somebody you
know so it fits in I counted the words
on our best-performing ad almost 800
words are above the image we tell a very
long story this goes back to direct
response marketing this goes back to
that idea of learning copywriting and
telling stories don't give me facts and
figures and discounts tell them a story
about what happened and when we need
someone engaged with this their life
went here and there and the the hero's
journey right we've got to share that
kind of information so the long copy
works on the far right we have one it's
called the three reasons why add if
you're doing retargeting of people who
have been to your shopping cart but who
have not purchased a three reasons why
ad is really powerful give them three
reasons why they should buy your thing
because the reason most people don't buy
after they clicked they wanted it for a
moment right they click to the shopping
part they got there why did they not buy
it's because they don't have enough
information so you can give me three
reasons why and oftentimes I would even
put a bunch of customer testimonials
below that to try to just get them over
the edge to turn them into a customer I
do a lot of testing on ads and for me an
image with a lot of text above the image
is my best performing ad I got a mate
down in New Zealand who I taught this /
this process to for him a video ad works
best with a lot of text above it I tried
a video ad like his he tried to image ad
like mine different niches I just my
audience does not reply or respond to a
video ad so you do have to test those ad
types to find what your people respond
to
and the fun stuff who likes big data big
spreadsheets full of random numbers like
what are we doing here this is really
the make or break of your of your whole
everything so what you're looking at
here is kind of the view inside of your
ad manager that's all now one big thing
each row is that be a yeah each row is
actually a different ad set right these
are all my audiences so if I scroll down
here there's 30 of these stacked on top
of each other I'm looking at two things
it's not super clear but I've got my
cost per lead in the the fourth to last
row and I've got my cost per customer in
the second-to-last row the bottom line
is the cumulative total of all of them
so Facebook right when you load it it
adds up all of them that's where I look
first I don't care if I'm spending a
little more on some ads as long as some
are a little less my net is at least
break even so the question is how long
do I run an ad set for before deciding
whether to turn it off or turn it up so
I want to spend at least as much as I'm
going to earn from a new customer so for
me that's a hundred dollars so if I'm
doing five dollars a day
got mathematicians in here it's twenty
days so all that a $5 a day ad run for
up to 20 days before I make an ultimate
decision to turn it off now in those
first 20 days I'm looking at my cost per
lead if it's way out of whack mine
should be right now my technical one is
about 75 cents per lead if I'm looking
at $2 leads coming in on day 3 I'm
killing it but if I'm at like 75 cent 80
cent right leads and I'm in the range
and I haven't me to sale I'll let that
thing go for up to 20 days because if I
make a sale on day 19 that means I put
in $95 and I just got a hundred dollar
bill I just made a $5 profit and that
whole two-week run just became cash flow
even for me
you're also in this time period looking
for the ones that generate sales early
and that are generating sales at $14
each or $13 each and those are the ones
you increase your budget on when you're
running a campaign you never want to
touch the audience inside of that
campaign that will restart the algorithm
that'll restart the machine learning and
you'll lose all of your data at the ad
set level so the only thing you can
change is that daily budget and you can
change
over here on the side you click there's
a little pen at $5 a day I'm willing to
go up to $25 a day if something's
looking really good
but once I get about 25 to $50 a day I'm
only increasing by about 10% per day if
you try to take an ad and jump it up to
$200 a day
Facebook's just gonna waste a lot of
your money really really quickly so as
you're increasing the value or
increasing the budget just do so slowly
now I have a four video series that
you're gonna get access to that shows me
following a brand new campaign from zero
and I checked in four weeks in a row I
believe it was four weeks so once a week
for four weeks and I kind of discussed
why I'm turning certain ones off how I'm
turning other ones on and how I'm
filtering the view after making
decisions but this is a big picture the
big key takeaway start at the bottom
line right I'm okay overspending on a
few if I'm under spending on the others
and my net benefit is even because my
goal is a giant list from this because
my email list is my distribution channel
if you guys don't realize this the email
list is probably the biggest asset and
every one of your businesses and every
one of your clients businesses email
more like wow it's amazing so my wife
and I there's a guy named Ben settle
he's a little crass he's got a podcast
called the anti preneur show he's all
about email every day over a year ago my
wife and I my wife took the challenge to
start emailing just about every day our
revenue just went through the roof and
we all had fears like how but aren't
people gonna like unsubscribe and I'm
gonna be bothering up know most people
are bored they don't love their lives
they live in a commuter lifestyle and
they actually like getting information
informative fun entertaining emails
these aren't pitches I'm not saying a
pitch every day I'm just kind of letting
the brand voice and that brand live
through the email because we're building
a relationship most people don't buy we
have a 1 percent conversion rate 99 out
of 100 do not buy our stuff well guess
what by about month two they all pretty
much you know 50% of people come
customers I know my value my lifetime
value is huge because of this list and
give more value than you asked for and
remember you can present more offers
these don't have to be your offers they
can be relevant affiliate offers if you
help your clients learn how to email
more and not
just email that one time every other
week when you sell something like break
it up and add some value in there you'll
notice a huge bump in the value of your
customers customers right your clients
will start to earn more money just from
doing things a little bit differently
and you can coach them on that so really
the idea of email as being your
distribution channel is this is where
all of my attention goes to and I'm
really pouring as much value into my
email list as I can because often people
don't purchase because it's just not the
right time and if you stay in front of
them eventually it will be the right
time and if your email shows up on the
day that it's the right time for them
then you'll make the sale well how do
you know when it's the right time for
them I don't know just show up every day
and for some people it'll work some
people it won't and it'll be fine
then this is the access to the free
stuff right so I mentioned that you're
gonna get more training if you go to
Myles bechler com forward slash in orbit
you're gonna see all of these slides
below the different slides there's gonna
be links to the different videos that
give you kind of all the bits and pieces
I do have a specific post that walks
through that $5 a day campaign that's at
the 5 - Facebook - ads all my YouTube
stuff connect with me on Twitter I don't
have many Twitter followers at all and
that means there's little noise so if
you ask me questions on Twitter I
generally see them so that's a great way
to communicate I'm on Instagram as well
I got a podcast and do videos I don't
know I'm just trying to help get though
what I consider be the right way to run
these kinds of ads out there and if you
have questions because one thing that
happens here is like well how does that
apply to me and my clients I'm doing a
breakout session tomorrow downstairs
I believe it's 2:30 check your schedule
and it's literally gonna be question a
full question-and-answer session so
we'll sit there and anybody who has
questions will try to get through them
do rapid-fire question and answer
because how does this apply to me is the
big question right this is a framework
and you're each going to apply it in
different ways and adapt with what comes
to you and that's what I got for you
that's a $5 Facebook ad method right
there
#Best Education Page #Online Earning
online earning,make money online, earn money online, online earning, online earning sites,
make money online free, online money income, earn money online free, money online, best way to earn money online, online income site, money earning websites, best online earning sites, easiest way to earn money online, earn money payment bkash, online money income site
Posts
No comments:
Post a Comment