Fast Track Your Facebook Pay Per Click Marketing Success - My Presentation As A Conference Speaker #Best Education Page #Online Earning

miles declar here miles Eckler calm and

this presentation is the fast-track your

Facebook pay-per-click success

presentation that I gave on the Nomad

cruise in 2016 and I was asked to be a

conference speaker for the Nomad cruise

I was very excited for the opportunity

Thank You Johanna so if you're watching

who runs the Nomad cruise it's an epic

experience and I decided that it was

worthwhile to go ahead and rerecord

these slides and redo this presentation

so I could share it with you also

because it's a fantastic presentation

and I got epically positive feedback

from the individuals who saw it so the

target market for this for the Nomad

cruise are digital nomads Internet

entrepreneurs and internet marketers so

I went into what I know and what I do

best which is Facebook and funnel so

here it is without further ado thank you

very much for your time and this is the

fast-track your Facebook pay-per-click

success presentation by Myles Beckler so

step one when you are fast-tracking your

facebook pay-per-click success is to

start with your funnel it's very

important for you to optimize your site

for conversions before ever running your

first paid ads on Facebook if you don't

have a system or a mechanism in place on

your website to convert visitors into

leads and to convert leads into sales

then you're really honestly not ready

for Facebook pay-per-click marketing the

first most important thing is that ninja

tools are not necessary there's a lot of

highly marketed and overpriced options

in the marketplace today even a simple

HTML pages work fine if you have more

time than money or you want to have

ultimate control I highly recommend you

use WordPress as your content management

system and thrive themes specifically

they have a landing page or a content

builder plug-in within thrive themes and

that is how I build my personal funnels

if you don't have any time if you're

already earning six figures at a day job

and you want to get your internet

marketing career going on the side you

can consider click funnels or leadpages

or some of these other options but

honestly you're giving up a lot of

roll you're entering into a closed

system where WordPress is an open-source

system that keeps the control in your

ball field either way you go the

important part is to set up your funnel

so let's go look at what's needed to set

up your funnel this is a pretty much be

all end all list of what you actually

need the pages you need in the content

you need to run a funnel when you have

all of this together in the right format

which we're going to cover on the next

slides you are ready to start running

traffic so you're going to need an

opt-in page a page where the user can

give you their email address in exchange

for a piece of information that will

solve a big problem that there's

preferably the lead magnet this is the

item that you offer on the opt-in page

and that the individual opt-in for you

need a oto sales page and OTO stands for

a one-time offer and this is where users

go after they opt-in for your item and

you best the best practice is to offer

them something to purchase at that point

in time then of course you need a

checkout page so they can complete the

purchase and then you need a delivery

page where you're able to deliver the

item they purchased that concludes the

funnel but it's really important to have

the back end of your funnel set up and

what I mean by this is you need to

follow up sequence in place with your

autoresponder and you really should have

some bigger higher ticket items

available for your customers to purchase

later on once you've established more of

a relationship another great move and

we're going to look at a funnel

specifically about this is to have a

membership program to get them on to at

some point so you can get recurring

income which is a great source of income

for you growing your business online so

let's look at how to structure it next

we're going to go into three separate

funnel structures all three of these I

have been or am currently running with

great success and there's a lot of

different funnels that you can build

right there's the free plus shipping

there's the invisible funnel we can get

pretty kind of down the rabbit hole and

geeky with the funnel structures but

it's best to keep it simple limit the

number of pages you need to test and get

one of these three funnels run

and working for you and you're good to

go so the first funnel is what I call

the simple self liquidating offer now a

self liquidating offer is designed to be

a product you sell on the back end after

they opt-in that does nothing more than

recoup your cost from your advertising

spend so the goal of this kind of a

funnel is not for you to become

profitable right this is for you to go

collect leads at at least a break-even

rate meaning if you put $100 in

advertising you generate hundreds of

leads and enough sales to cover your

hundred dollar ad spend so what's

required for this you need an opt-in

page as stated and in this we give away

our lead bait this is the free item that

will solve their biggest problem when

they opt in for that item and click

Submit we take them directly to an OTO

page or one-time offer page and this is

where we offer them a relevant product

that is going to help them solve their

problem faster easier or it's going to

lead to the next problem so if your

opt-in solves the first problem they're

going to see then what is the next most

logical problem they're going to face on

their path towards whatever you teach

right I'm not here to tell you what this

is in your niche I'm here to help you

understand how to kind of stack and

organize your knowledge and your

information that you're giving away and

selling in a way to create the maximum

results for you when they click on that

order now button on the oto they go to

the checkout page once they check out

they get their product this is an

incredibly simple funnel you can set it

up again in WordPress it takes less than

an hour to set something like this up

and I personally ran a funnel like this

for over four years

incredibly successfully and generated

literally hundreds upon hundreds of

thousands of dollars in revenue and tens

if not hundreds of thousands of

subscribers so let's take this to the

next level and let's get a little bit

more advanced because once you have this

working for you

you can upgrade the funnel so if you

notice the first items the first three

items the opt

the OTO and the checkout are still the

same what you will now notice is there's

a downward arrow that shows our exit pop

down cell and what this means is if your

user is on your one-time offer page and

they move their mouse over to the X in

the corner or the red bubble in the

corner to close the page or to click the

back button then what happens is they

get a pop-up that says hey are you sure

you want to go how about another offer

and what this effectively does is it

gives you the chance a second chance to

sell something to visitors who don't

take you up on your first item then of

course there's a checkout and here's the

real power in this one you go to the

one-time offer which is actually a

one-click

upsell so what happens is when users

purchase your oto or your down sell they

go through the checkout process at that

point the order in stripe is left open

then you give them the opportunity to

purchase more they simply have a yes and

a no button and if they click yes it

adds that to their open order and

concludes the transaction if they click

no there's nothing added to their order

and it concludes their transaction and

then they're taken to a delivery page

that gives them the one or two products

that they purchased the real power in

this is in the fact that psychologically

after an individual has entered their

credit card information on the checkout

page they're in a buying mode at that

point in time so the likelihood of them

saying yes and taking you up on a

one-click upsell offer is increased

significantly I'm seeing on my best

performing one-click offer right now I'm

seeing about a 50% conversion rate and

generally speaking you can kind of start

out in the 25 to 30% range on

conversions which simply adds more money

on the front end which gives you a

bigger marketing budget that you can use

for paid ads which means you can pay

more for a customer than your

competitors can and when you're in a

position that you're able to pay more

for a competitor

excuse me pay more for a customer

then your competitors can you're really

in a position to buy up all of the

relevant traffic in your area become the

predominant advertiser in your space and

at that point you grow the biggest list

and you effectively can build the

biggest business so the next funnel this

is a brilliant funnel and this is a

membership funnel this membership funnel

is designed to give you two things

number one its continuity income its

recurring income and you're getting a

monthly income after the dollar trial

number two it's designed to have an

upsell component to give you large cash

flow injections so you can increase your

advertising budget let's go through this

real quick and get a real-world example

so you run advertising that is offering

a free video that's going to show them a

secret to blank-blank

being their biggest problem they opted

in for that free video and what they end

up getting is a form of a video sales

letter now although I'm calling this a

video sales letter it is highly

educational in its basis you truly do

deliver on the free secret that will

solve their biggest problem you lay it

all out on the line in one video you

explain exactly how they go about

solving their problem if its weight loss

you tell them the magic formula for

weight loss but then you transition in

the video to let them know that if they

want one-on-one or small group help and

they want to be a part of a community

and get all of your classes and get all

of your monthly items and webinars that

will help them as they go down the path

to solve this big problem they can join

your membership program it's normally

thirty seven dollars per month but

you're going to give them a dollar trial

for one week right now so they can

experience with very low risk this one

dollar trial is very powerful for two

reasons number one is it's a very low

barrier of entry people think of a

dollar as a very easy sum to go ahead

and purchase right it doesn't take that

much thought to say ok I'll risk a

dollar to see if this membership program

is exciting another thing that happens

when they purchase a dollar trial is

they become a customer and when someone

enters the purchasing process and buys

an item the conversation in their head

changes it goes from them thinking am I

going to buy something today

then the conversation becomes how much

am I going to spend today after they

check out they go to the OTO annual

upsell page now this is a one-click

upsell where you're offering them the

opportunity to purchase a full year of

your membership at a significantly

discounted price and you lay it out very

simply essentially for mine it's a $37

membership program that they get the

dollar trial and then in the upsell I

let them know that $37 a month times 12

months is four hundred and forty four

dollars in the course of a year but if

they're willing to take action today

I'll give them the full year for $197

and they still get their money back

guarantee so there's still no risk and

then whether they choose the upgrade or

they choose the no thanks link on that

one click upsell page they go to the

delivery page where they actually get

access to the membership now what

happens here is you're getting a lot of

dollar trials and then you're converting

those after seven days automatically to

a $37 per month subscription this is

great income because it's recurring

income and this is the kind of income

you can build a life on in internet

marketing it eliminates the ups and

downs of launches and then between

launches and we sold a lot of products

this month we didn't sell many products

that much with which kind of plagues the

internet marketing entrepreneur realm so

this gives you consistent income so you

can you know really build a budget you

can buy a house you can kind of create

the lifestyle that you want to live and

you can count on your income every

single month but that annual upsell that

one-click upsell is magic because what

it does is it turns ad clicks which are

paying I don't know 20 30 40 cents for

into one hundred and ninety seven dollar

customers

within literally a 30 minute time frame

and what you can do is you can go take

that $197 upsell or whatever it works

out to be for your membership program

and you can put all of that money back

into ads and you can put all that

increase your advertising budget as you

bring in more customers you make more

annual upsells as you make more annual

upsells you increase your ad budget

which brings in more dollar trials which

brings more upsells and you can increase

your ad budget again and again and again

and the byproduct of this is a very

large list of leads and a very very

large number of monthly customers each

paying you for the month we've been

running my wife and I have been running

this funnel for approximately a year and

a half and it is by far the biggest leap

forward that we've experienced in our

business and I am just loving this

funnel so I'm happy to share that with

you today now at this point we have the

funnel going and it's time to start

getting into Facebook right this is

ultimately the fast-track to Facebook

pay-per-click success but we've had to

get our pages right and our funnel

working right before we go in and get

into the Facebook editor and honestly

the next step you have to do is get your

Facebook pixel this is a tracking pixel

generated by Facebook and you need to

get this pixel on every step of your

funnel and if you have a blog this is

the perfect time to get it in on your

blog it's very similar to what you've

put on your funnel for analytics if

you're tracking your your visitor flow

or your goals on analytics but it just

does so in Facebook so to create the

pixel you go inside of your ad manager

in Facebook you click on tools and

pixels and then you'll get what's called

the base pixel you put the base pixel in

the head section of every single page of

your funnel and every page of your blog

then in step 2 you want to add event

tracking in three places at minimum on

your funnel where it's applicable and

what these event tracking pixels do is

it helps Facebook and you track the

conversions to lead

NEADS who click the Buy button and

reached your checkout page and who

actually purchased and what you can do

is you can actually set up a certain

type of campaign in facebook to bring

you more people similar to those who

have purchased and Facebook will scour

their database and their users for the

people most similar to the customers

that have come in and purchased your

items and theoretically deliver your ads

to the people who have the highest

likelihood of purchasing your items

which is obviously the ultimate goal so

customizing the pixel for your funnel if

you need help with this Google Facebook

pixel implementation guide it's a very

simple how-to guide but this is really

theoretically simple you want to put the

leads event tracking on your one-time

offer page you always put it on the page

they reach once they've taken the action

so if someone opts in the next page they

visit is your OTO page therefore you put

that leaves pixel on the OTO page when

they reach that page it adds the pixel

and Facebook can now track who has opted

in on the initiate checkout you put that

pixel on your checkout page on the make

purchase page you add that pixel to the

thank-you or delivery page they reach

after completing their checkout so once

you have those items taken care of and

in place you want to create your

Facebook custom audiences now you go in

through the audience tool and you can

create a separate custom audience for

the leads for people who have initiated

to checkout and for customers and simply

name them that you can put your funnel

name right if you want MB for Myles

bechler mb - leads mb - check out mb -

customers and that will allow you to set

up specific campaigns that target these

people with specific messaging so you

can retarget through your funnel which

we'll talk about more a little bit later

if you have a current customer list if

you have a list of emails of people you

have sold items to this is where you

want to upload that into facebook it's

just literally a text file of email

addresses one per line is fine take your

subscriber list as well if you have a

weber or active campaign or whatever

email management system you have

port your email list get it down to just

the text file with only email addresses

and upload that because you're going to

use this for targeting to retargeting

you can create look like audiences or

audiences that are similar to these

kinds of users and you can also exclude

these individuals because you don't need

to show your opt-in ad to people who are

already on your list or to people who

are already customers right simple stuff

but we got to kind of lay the foundation

both on our site and then within the

Facebook ad account before we really get

into the campaign creation portion so

the look-alike Facebook audiences now I

touched on this on the last one and this

is a really powerful feature within

Facebook and this may actually be kind

of one of the things that takes Facebook

to really outperform its competitors in

the advertising arena especially for us

being independent publishers and

information product marketers and

internet marketers so a look like

audience you can start when you have a

thousand records from one country and

buy records

I mean individuals or email addresses so

if your email list is four thousand

subscribers then when you upload that

you can create and look-alike audience

based on your email subscribers

essentially you're saying hey Facebook

look these are my subscribers these are

people who have opted in to my list and

you give them that data and Facebook

goes and looks at all of the data points

it has on all of those users and then

you say okay make a look-alike audience

that looks like the 1% of people in the

United States of America who are most

similar to my current subscribers and

then Facebook will go through its 200

million u.s. users it has and it'll find

the ones with the most similar data

points to the list you uploaded and it

will create a look-alike audience you

can add these look like audiences to

your successful campaigns to expand your

audience you can run specific opt-in

leads and ads to turn them into leads

for these look like people because

they're so similar to your current leads

you can split test these audiences

against other audiences by

showing - the look-alikes or by showing

two interests which will cover more and

you can also test removing the interests

from your look-alike audiences so you

can kind of like say I want everyone in

this look-alike audience except for

people who like Tony Robbins leave

people who like Tony Robbins out and you

can exclude so what you're able to do is

take these big audiences that are

generated by Facebook and refine them

down to get the really focused and

targeted individuals who are most

receptive to your marketing message and

that's really the power of Facebook so

targeting your audience from scratch

let's say you don't have an email

audience or an email list at this point

you don't have a customer list you're

new to internet marketing this is

another place that Facebook shines there

is a really powerful way that you can do

what I love to call steal your

competitors customers right so we can go

figure out who already has your audience

who in facebook and in the kind of

internet world already has a platform of

users who if they just knew about what

you do and how you could help they would

love your stuff let's figure out who

those people are and let's go display

our ads in front of their audience so

how do you find who already has your

audience I love using the Amazon Kindle

bestseller list literally just go to

amazon.com click on Kindles click on

bestsellers go all the way down into

whatever niche you are so if you're in

personal development you all the way to

the personal development you look at the

top 20 books and you can pull both the

book title and the author name you can

obviously search for the top blogs in

your niche on google you want to take

the author name down and the brand name

down top podcasters in your niche of

course you want their name and you want

the brand name searching Facebook for

pages about certain things and you can

also look at Clickbank and look at the

best sellers on Clickbank CB engine is

kind of a data aggregator that works

really well so what I do when I'm in

this research phase is I literally have

a legal pad next to my computer and I'm

just hand writing down anything of

relevance I'm looking for author names

I'm looking for blog titles brand names

book titles

Podcast names anything that I feel is

hyper relevant to my messaging to my

free offer and my products and when I

have that moment of wow you know someone

liked that book on Amazon they would

love my stuff that's what I know I've

got the right thing my goal is to create

a list of literally 30 to 50 different

hyper relevant items for this and then

what we do we go into what I call the

goldmine this is Facebook's audience

insight tool now this tool is literally

one of my favorite marketing tools I've

ever found to get to it you simply go

into the ads manager and Facebook you

click tools you click audience insights

and then it gives you three choices

right away click everyone on Facebook at

this point on the left side and I'll

show you a screenshot of this next the

left side you start to enter these

competitors that you've written out on

your list one at a time into this

audience insights tool and what you want

to see is if they show up on Facebook or

not because you want to take this list

of relevant people and blogs and brands

that you found in your cross-referencing

that with Facebook to see if Facebook

has a database of users who like that if

they do you can target them in the ad

which is what we're doing later and once

you have them showing you click on the

page likes tab within this tool which

also again I'll show you in a second and

the goal there is to find other

interests to add to your list to grow

your audience even more and again

relevance is it is of the utmost

importance here we really need to make

sure that we're staying hyper hyper

relevant to your products because if

it's a relevant audience they'll have a

high likelihood of converting if it's

irrelevant they won't want what you're

offering and you'll be wasting your

advertising dollars so let's go inside

of the tool and this is a screenshot of

the tool that we've been speaking of

here the audience insight tool and

you'll notice on the left hand side

about halfway down it says interests

then it says additional entries and Tony

Robbins kind of moving my cursor around

that right now

so at this point I've added

Tony Robbins as an interest and what

you'll do is you'll add your interests

from your notepad one at a time there

and you can see on the top by the new

audience right up here it says two

million to two point five million

monthly active people and that is the

size of the audience on Facebook of

people who are interested in tony

robbins people who have clicked like on

tony robbins down below that you can see

the age and gender and you can see very

clearly what age range and what gender

tony robbins audience is now obviously

you're only going to want to do this

research on tony robbins if your

messaging is relevant to his audience if

you're in the motivational speaking

realm if you are a personal development

person who has a system to help people

kind of fuel the fire within you know

awaken their personal giant within type

thing now you'll notice in the age in

gender right here you can see 68% of

tony robbins audience on facebook is

women that's a massive data point for

you to know wow tony robbins audience is

mainly women interesting is your

messaging are the colors on your website

focused towards women if this is your

audience those are the kinds of input

and data points that you can get to

really kind of implement and kind of

figure out how to build your brand and

funnel in a way that's going to serve

who will be going through the funnel and

this would look like it would be mostly

women you can also see that the age

range of 25 to 34 is the largest age

range but also 35 to 44 now one really

interesting piece of this tool that i

really like if you notice in the age

range area we have these blue boxes and

then there's the grey boxes behind them

the blue boxes represent tony robbins

audience or whatever interest you have

set up the grey box represents all of

facebook so what this shows you is out

of the proportion of facebook's audience

what is tony robbins audience in each

age segment right so that 25 to

thirty-four year old women Tony Robbins

has a disproportionately large audience

in that age gender demographic this

means that if you run your as to that

age demographic they're going to have a

higher likelihood of being interested

versus for example the 65 year old women

audience that doesn't show many women in

that segment of Facebook are into Tony

Robbins

hence the gray bar being larger than the

blue bar so kind of very simply stated

you want to see a larger blue bar than a

grey bar and that means you have a

disproportionately large audience of

that age gender demographic down below

you're going to notice the lifestyle now

the lifestyle it shows you again you

have a gray bar and a blue bar and it

shows you these different kind of

lifestyle ideas if you hover over the

name on the lifestyle you can actually

see what Facebook thinks these people

are career building shooting stars

shooting stars or young fired up

individuals living in the city busy

fast-paced life really trying to go for

the executive level lifestyle etc so you

can read about those to get an

understanding of what kind of a life

situation are these people in are they

there's one that like the apple pie

families that are like you know two

parents two kids white picket fence

Middle America and then there's the

urban professionals and they give they

give these kind of fun names and it

helps you paint the picture of more than

just age and gender but like who they

are what their life is about because

it's important for you to understand

your audience when you're marketing to

them and then what you want to click on

is upward demographics is highlighted

under new audience there's the page

likes and that's the next place we go so

this is what it looks like when you

click on the page like tab it gives you

the top categories or similar pages that

people who like Tony Robbins also like

and what I do is I look for these items

in this area here I look for these items

who are very very relevant to what I'm

offering I dig and further my research

here and then I write down on my notepad

that I've got more of these that are

hyper relevant to my messaging and when

I think okay great the book Think and

Grow Rich I didn't find that on Amazon

and I know if people like Think and Grow

Rich they're gonna love my messaging

boom it goes down on my list of

interests then scrolling down below we

have the page likes affinity and the

affinity means essentially how likely

are people who like tony robbins to like

these other pages and you can see the

Napoleon Hill foundation obviously

Napoleon Hill is the author of Think and

Grow Rich T Harv Eker he's done the

millionaire mind seminars he has a ton

of products about personal development

professional development Bob Proctor is

well-known in the kind of human

potential movement and kind of gets into

the law of attraction a little bit and

creating your own reality and again I'm

I'm letting Facebook tell me okay of our

users on Facebook who like Tony Robbins

most of them also like these things and

this is furthering my research I call

this going down the rabbit hole and

honestly if it sounds like work if

you're like wow how do I really need to

do this much research before I run my

advertisements the answer to that is yes

this is the work it takes work for us to

outperform our competitors on ads we

have to out research them and here's why

if I'm just bidding on Tony Robbins and

I think Tony Robbins if they like Tony

Robbins they're going to love me here's

the problem every other advertiser in

your space knows who Tony Robbins is and

they're all bidding on Tony Robbins as

users and since the price of your clicks

and the price of your advertising is

based in an auction format if there's a

lot of advertisers targeting a specific

interest it's going to cost you a lot

more for that click but if you do the

research and you find these smaller

likes and these smaller categories and

these smaller authors who are also hyper

relevant to your messaging but none of

the other advertisers are targeting then

you're in a position to be one of

the only or very few advertisers bidding

on that individual and this allows you

to get a much better value on your click

so all of the time you put into research

will pay you back dividends on your ad

spend and on the relevance of the people

you're displaying your ads to I totally

know for a hundred percent fact in my

heart and soul that if the fact that

I've used this tool extensively I still

refer to this ad set or this audience

inside tool before I create all of my

new ad sets even though I've been

advertising on Facebook for years and

years and for tens upon tens of

thousands of dollars I still do my

research and I attribute a lot of my

success to the fact that I spend more

time and energy researching than my

competitors do because that's the one

thing we can control is how much effort

we put into this stuff we can't really

control the results sometimes we do our

best and we analyze and we adapt and we

grow as best we can but the amount of

research and the amount of time and

energy we put into this that's fully

within our control so indeed this is the

work become behind becoming a successful

advertiser on Facebook now creating your

campaigns finally right we've done all

the research and it's like miles I'm

ready to get going I'm chomping at the

bit the first thing you need to know is

you always want to use Facebook's power

editor you're not going to want to run

from the ads manager and here's why you

get some very specific additional tools

and targeting options inside of the

power editor that you don't inside of

the ad manager and I didn't write it up

here but I just got to know don't boost

posts expecting them to perform as a

standalone advertising campaign if you

have a limited time offer or something

you publish to your fan page and you've

got 20,000 fans on your page and you're

only getting half what the reach you

used to you might consider boosting a

post but as far as a professional

advertising campaign set up on Facebook

we don't boost posts we create campaigns

and ad sets inside of the power editor

if you want to start simple use the

clicks to website or the traffic

campaign first if you want to get more

Vance or if you have a large number of

customers then you will consider running

they're optimized for conversions

campaign as that's going to help you use

Facebook's data on your pixel right if

you have a lot of customers who have

purchased and you've loaded your

purchase pixel many like a thousand

times if you have a thousand customers

since you've put your pixel on your page

Facebook has a really good data set on

the kinds of people who are your

customers and you can definitely go down

the optimized for conversion role

setting up the campaign is the easy part

two questions at the campaign level when

you get to the ad set level which is the

second level this is really the engine

room of your ad campaign what you want

to end up with before you get to this

phase from the audience insights tool we

covered before is a detailed list of 30

interests that show up in facebook that

are highly relevant to what you do and

inside the interests inside of the ad

set level is where you enter each of

these interests and you want to load up

30 of them and this will give you a big

enough audience to where you'll you

won't run out of your advertising budget

and you'll be sure that there's a wide

variety of people online at all times

that Facebook can display your ads to so

your audience is too small then you're

not going to be able to display your ads

how small is too small of an audience

you know if you're under fifty thousand

people in an audience size that's

probably too small I like to keep my

audience's in the 300 to 500 thousand

range and I do grow them when I've

proven that an ad campaign is working I

grow them upwards of a million million

and a half to two million but I really

like that kind of three hundred thousand

range when I'm getting going because

it's a good blend of large enough that I

can advertise to them for weeks on end

without exhausting the audience but if

it's focused enough that I'm not kind of

overly broad I've got really targeted in

your interests in there so inside of

this if your audience is really large if

you're looking at a three or four or

five million person audience include

your look-alike audiences also based on

individuals who look like

subscribers and look like your customers

this will focus your audience even more

again you're shooting for that 300,000

to 500,000 mark then you want to exclude

your customers and your subscribers and

that custom audience that is your lead

visitors and what this will do is it'll

make sure that you're not displaying

your opt-in ad to people who have

already seen your opt-in and purchased

right we don't want to show our current

leads and our current customers our new

cold traffic funnel and that excluding

your customers and subscribers is how

you separate that out then we get into

placements the optimization and the

pricing I start with the mobile and

desktop newsfeed only every single day

it seems like desktop traffic is getting

smaller and mobile traffic is getting

larger the good news is that all of my

tests show that people are absolutely

checking out on their mobile devices I'm

converting one-time offers on converting

upsells on iPhones on iPads on Android

tablets people are indeed entering their

credit card numbers through their mobile

devices so be very open to marketing to

those mobile users and make sure your

funnel is mobile friendly because that

is where the world is this day is not

even that we're going mobile everyone is

on mobile for pricing set it clicks the

website and set that as a manual bid and

you're probably going to be shocked by

the cost per click that displays right

away it shows you two dollars and

seventy five cents per click know that

you can very often put in 30 40 cents 50

Cent's and still get traffic you can

lowball them and I do this all the time

now if I've really low-balled them and

I'm not seeing any sort of attraction

right it's not displaying it says that

my ads live but yet I'm not getting any

traffic you can switch the advanced

delivery to choose accelerated and

essentially this is because it's an

auction in their auction format what

happens is when all other advertisers

for your audience's budgets are

exhausted if you have a lowball offer

Facebook go in and start displaying your

ads but whether

do is they're going to try to balance

your budget throughout the entire day

having it set up for advanced delivery

means the moment you're able to deliver

my ads for the price I want 30 cents a

click or whatever it is deliver as many

of those as you can and they can exhaust

your entire ad budget in an hour

sometimes so you really need if you're

running this advanced delivery and

you're choosing accelerated you need to

be in a position to be able to keep a

fairly close eye on kind of how much

money they're spending of yours because

they can spend a budget really really

quickly so if you do go this direction

be sure you're monitoring it very

closely and you can start to kind of

lower your if you see that you're

spending a lot of money really quick you

can actually lower your budget

incrementally on the click cost until

you find a good balance of how well it's

working or of course if they're

delivering for you at that point you can

then switch it back to the standard

delivery and you can theoretically keep

experiencing that growth because once

they've found an audience for you and

they've found a right price point for

you generally you can take it back over

to standard delivery and it'll continue

going out for you creating your ads so

before we had the ad image and when this

when I first did this presentation we

could only have 20% text on our ads

right at this point they do allow us to

put more text on the ads but they say

they've changed their terms that if you

have more than 20% text on your ads you

have a high likelihood of paying more

for that same exact ad placement so I

still recommend 20% max text on your ads

because it will get you the best deal

here's another thing on the ad image

text I love my ads to look like exactly

what a user is used to scrolling through

on their Facebook Timeline so I don't

really put much text inside of my ads I

do test it and I will always test having

text in the ads but I'm always also

testing just a picture because that's

what most people see inside of Facebook

and I want my ads to look like they

belong on someone's time

I don't want my ad to look like an ad I

want my ad to look like exactly what

Facebook users of the world are used to

seeing which are pictures of their

friends pictures of nature pictures of

their family and that's where my

pictures show up you do have access to

free Shutterstock images inside of the

ad creator and I highly recommend using

those and getting images from

Shutterstock that kind of tell the

emotional story of what you're offering

they kind of show the emotional story of

the problem that you're solving with

your free giveaway now the display URL

this has changed since I originally

launched this since I originally did

this presentation on the Nomad cruise

you can't actually put a second call to

action inside the display URL you do

want the display URL to match where they

are going and then so kind of ignore

that one for now in the text the text

field is what's above the image and I

love using questions or stating problems

above the image we're actually going to

look at my best performing ad to date

here in a moment on the next slide the

headline is the bigger text below the

image and I like this to answer the

question or to solve the problem and

those are two frameworks for

advertisements on facebook that work

really really well is a

question-and-answer or a problem

solution ad set so if you put a question

above the image the image shows that

emotional feeling of what you're

questioning and then you have the answer

down below in the headline and it gives

the user a little bit of relief and it

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