How To Scale Your Winning Ad Campaigns For More Wins

How To Scale Your Winning Ad Campaigns For More Wins

This post is about how to scale your winning ad campaigns.

What that means is that we take what’s working and we do more of that. And by doing more of that, we increase our results at the same rate.

That last part is important.

Because it’s easy to get more results from your Facebook ads. Just by simply increasing the budget by 10 or 20 times, you will definitely see more results.

But that won’t mean you’ll have good returns. And we want to scale our results along with its costs.

That’s why it’s called scaling.

It’s an increase of what we already have while keeping every other metric proportional with each other.

To illustrate, say we have a winning ad set running at P100 a day and gets 5 purchases a day. That’s a P20 cost per purchase

What we want is to increase the number of purchases per day by 50 a day.

The initial thought would be to increase the ad set budget to P1000 right?

Unfortunately, it doesn’t always follow that increasing the budget by 10 times will increase the result by 10 times.

If you do this, chances are, you can increase the number of purchases to 20 a day but will cost P50 per purchase.

The growth we want is a sustainable growth keeping everything proportional with each other.

Before we discuss how to facilitate this growth, keep in mind that what we will be doing is based on the data you have gathered. No guessing.

This also means that these should be implemented once you have a good amount of data on hand.

I recommended checking these out with around 2 weeks worth of data considering ad spend is fairly aggressive.

If you are running with a low budget, 2 weeks might not be enough to gather enough data. Just feel it out for yourself.

So here are 4 ways to scale your Facebook ad campaigns in order of importance and priority.

 

Increase Budget Systematically

bills, money, currency

I want to reiterate that increasing the budget by a lot won’t always and won’t immediately translate to results at the same cost.

Why?

When Facebook runs on a given budget, it acts like we do in that situation.

When we stick with a budget and have been doing so for a while now, we know where to allocate our resources.

So it would seem that people would know how to handle their spending right?

Why then do we hear of lottery winners eventually going broke?

Because when you give people or Facebook a sudden influx of money to work with, it breaks their routine with their previous budget and end up spending more.

So how then do we do increase budget without affecting all the other metrics?

I recommend increasing the budget systematically depending on what you’re comfortable with.

My most aggressive scaling would be increasing the budget by 50% every week. But my go-to increase is by 20-25% every 5 days. I like to be on the more conservative side.

Increasing budget by this much may sometimes cause a spike on the first day and maybe even the second day.

But as long as you have a well-targeted but relatively big audience size, It should be good.

If you have a small audience size, this is not recommended because increasing the budget will only increase the frequency. This affects relevance score which ultimately raises your costs.

RELATED: Finding Your Customers on Facebook | 5 Ways to Find Your Target Market on Facebook

 

Take Away the Losers

doll, clown, sad

Apart from doing more of what works, it also makes sense to improve overall results by removing what doesn’t work.

You can start by pausing poor performing ad sets and ads.

The fun part is when you take a deep dive into your numbers.

You can do this by selecting the parameters under the Breakdown tab on ads manager.

This view allows you to see different demographic data and how each performed.

You can view how much more women take action more than men and you can also see the cost per result per gender.

One thing I also like checking is Placement. Use it to check whether your spending to show ads in a channel which is not performing well.

Once you identify demographics which are costing you but are not producing results, all you need to do is to remove them from your targeting.

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Split It Up

Using what we did above, take this scenario.

Your ad set is doing well but you wanted to check how men performed against women.

You find that both are converting well but women are converting at a much better cost than men.

Do you cut out the men from the targeting?

I wouldn’t. I recommend splitting them instead. Here’s how I’d do it.

I’d edit the existing ad set to target only women then I’ll duplicate it.

Then for the new ad set, I’ll set to target only men.

So now I have 2 ad sets with basically the same targeting and the same ads but they are now split by gender.

And because I know that women convert much better, I can now increase the spending for the women ad set while keeping the men ad set the same.

Splitting up campaigns by demographic data help you scale the specific targeting that actually matters.

In this case, it all we did was to increase budget, CPA would still be relatively high because of the men.

On the other hand, if we completely cut out the male demographic, we’d still be losing out on good conversion.

So don’t just look into the data at surface value and just go with the best performer. Analyze each data point and come up with the best decision

 

Do Additional Research

phone, screen, technology

If you find a successful audience, the last way to multiply its success is by trying to find ways to target a similar audience.

You can do this with the help of Audience Insights.

Once in Audience Insights, fill in the targeting parameters with the data on the ad set you want to scale.

Audience Insights will then show you more interests related to that specific audience.

Pick out the interests which are related to your offer and create new ad sets out of those.

This allows you to find more interests to target to help get your ads in front of more people.

RELATED: Facebook Ads Targeting Research | How To Use Facebook Audience Insights

 

Conclusion

Scaling is great and it’s eventually how you get more leads, customers and sales.

But always do so as objectively as possible. Don’t rely on your instinct.

Let the data tell you what is happening and where you should take it.

The name of the game is scaling, not just growing and getting more results.

Looking to Grow Your Business?

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The Micro Conversion – How Small Decisions Get Customers to Buy

How do you eat an elephant?

elephant, african bush elephant, savannah

As business owners, everything we do all boils down to one basic end goal: get customers to buy.

And that’s why we apply various sales and marketing strategies like advertising. We want to get our offer in front of people to get them to buy.

But if you’re spending to advertise but you aren’t getting sales, then you’re just wasting money.

Does that mean that advertising doesn’t work?

I’d argue against that.

But why do lots of business owners claim that advertising just sucks out their hard-earned money?

That’s because they’re being advertisers right out the gate.

What does that mean?

Let me illustrate with an age-old marketing analogy.

 

Will You Marry Me?

people, couple, man

Imagine a single guy deciding in a moment that he wants to settle down and get married.

Does he go to a bar, meet a woman and ask her to marry him? No, they have to go out first.

Once they go out for coffee, does he propose? No, they should go to dinner first.

Once they go out for dinner, does he propose? No, they should exclusively date first.

Then they should be boyfriend-girlfriend.

Then when the time is right and the relationship is right, that’s when he proposes.

Given that framework, if he chose to propose at any time before the right moment in their relationship, would he have gotten a yes?

Maybe not.

And it works the same with advertising your business.

If you make an offer at the wrong time, you risk turning off your prospect. It’s like asking them to marry you when you’re not there yet.

In fact, you even risk losing them forever if you creep them out at the start of the relationship by making such an ask.

So even if your main goal is to get purchases, it doesn’t follow that you go for that goal immediately.

What should you do then?

 

Enter Micro Conversions

Micro Conversions are smaller steps you can ask your audience to take to help them make bigger decisions easier.

Micro Conversions are not like more hoops you ask your customers to go through during the buying process.

They are more like steps on a set of stairs. Instead of asking your customers to take a big leap from one level to another, you lay out smaller steps for them to take which eventually lead to the next level.

boots, feet, footwear

Here’s an example.

Take e-commerce stores which sell supplements.

Store A decides to run ads telling its target audience to buy his products.

Store B decides to run ads leading to a blog post which educates active gym goers on the benefits of supplements. In that post, they make references to their products as examples and how they can benefit from them.

Which ad campaign would perform better?

In my experience, the strategy employed by Store B is more effective.

So it doesn’t have to be a long drawn-out process.

You’re just putting in smaller steps which are more easily actionable in front of the big ask.

These steps or micro conversions are different for every business model. But I’ll share with you a common framework which you can pattern until you figure out your own.

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Micro Conversion 1: Lend Me Your Ears

sculpture, bronze, the listening

Everyone loves free tips.

And when someone gives you free advice which got you results, that automatically makes you a believer of that person.

So the first micro conversion in this framework is to get people to listen to you.

Provide a quick and actionable tip which gets the person immediate results.

Once you are able to do so, they’ll pay attention to whatever else you have to say.

 

Micro Conversion 2: May I Have Your Number?

smartphone, woman, girl

Advertising is about broadcasting your message to a defined audience and it gets results.

But can you imagine how much better results will be if you are able to reach your audience on a more personal level?

That’s why you’ll notice a lot of online businesses offering free ebooks and webinars which are filled with tons and tons of value.

You pay with your e-mail address which is very very valuable.

Giving away a piece of value in exchange for contact information is a very easy decision to make, making this a very effective and popular micro-conversion.

This process is usually called lead generation where potential customers opt in for what is commonly called a lead magnet.

 

Micro Conversion 3: May Barya Ka Ba?

wallet, cash, credit card

Finally, if you want to get your audience to pay you for your product or service, there’s one more small step they have to take.

That step is to take out their wallets.

Try going to someone and asking for 1,000 pesos. If you’re not close with that person, chances are, they won’t immediately reach for their wallet.

But if you ask for 20 or even 100 pesos, then they’ll probably take out their wallets to do so.

This is a step I see a lot of online businesses do online.

They sell a low-priced offer which again is filled with so much value that you’re probably getting it at a very big bargain.

Once a user enters his payment information to purchase this low-priced offer, businesses then make a logical upsell to their main product or service. At this point, since the payment information has already been entered, all the user has to do is to decide whether or not to take the upsell.

This process is commonly called Tripwire Marketing.

It does take a bit of skill and planning but once set-up effectively, it can do a lot to improve a business’ purchase numbers.

 

Conclusion

Whether with business or any goal we wish to achieve, going straight for it is not always the best plan of action.

Take small steps.

Focus on small wins.

And if your micro conversions are set up properly, you can set yourself up for consistent big wins.

So, how do you eat an elephant?

One bite at a time.

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The Facebook Ad Trifecta: The 3 Key Elements to A Succesful Campaign

Facebook Ad Trifecta

 

I just really wanted to use the word trifecta.

But seriously, as the title suggests, I have found that there are 3 very key elements to a successful Facebook ad.

The first 2 is rather obvious especially if you’ve been running Facebook ads already.

But there’s a third element that I have found that even experienced advertisers miss the mark on.

And yes, that includes me.

In this post, I want to share these three key elements in the hopes of helping you to craft much better ad campaigns on Facebook.

 

The Targeting

Every Facebook advertiser will always recognize how refined and how detailed Facebook’s targeting options are.

It is known.

via GIPHY

Marketers like me love using Facebook as an advertising platform because it has the ability to put our ads in front of the right people.

And that’s what makes an ad campaign successful: targeting the right people.

You may have the greatest product in the world but if you put it in front of the wrong people, then you won’t find any success with that.

Specificity is also a key thing to remember when setting your targeting.

With the vast amount of targeting points on the platform, it’s almost a waste not to do well-defined research to find your exact audience.

So do your research and get that targeting right.

RELATED: 7 Questions to Ask for Target Audience Research for Facebook Ads

 

The Offer/Copy

Yes those are two different things but let me clarify.

For an ad to be successful, it basically has to be a good ad which is received well by the audience. Meaning a lot relies on the content of the ad.

If you have the targeting right but you have no offer in place, your audience will not take the action you want them to take.

The reason why the ad copy is tied into this is because it is what will verbalize the offer.

The offer doesn’t even have to be a product for sale. It can be anything that you call your audience to act upon to improve your relationship with them. That includes signing up for a lead magnet, visiting the website, consuming content or watching the video.

Ad copy is basically your online salesman. It has the power to improve an unsatisfactory product and it has the power to decrease the value of an amazing service.

So do not underestimate those few lines of text because they can make or break not only your ad campaign but your business.

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The Third Element Which I’m Not Saying In This Sub-Headline

Because if I put it there, you might just scan through the whole article without reading what I had to write.

The third element in the Facebook Ad Trifecta is Timing.

Think about this: You have the perfect audience: children. You have the perfect offer: candy. So you make the offer to the children.

It makes perfect sense because we all know children love candy!

But (ideally), just because the perfect audience is offered something they like for free, chances are they won’t take it.

The audience is right. The offer is right. But we are not at the right time to make such an offer. We’re strangers to them at this point and children don’t talk to strangers.

We know this.

But so many times, both online and offline, salespeople and marketers forget about taking timing into consideration.

They make offers to people who don’t even know them.

Remember, just because you’re giving away something for free doesn’t automatically mean that people will get it.

Don’t be that guy at an event where everyone is having fun then you come in and start selling.

Like in any relationship, it’s important to nurture it first before you make any type of ask. And usually, the bigger the ask, the more nurturing is needed.

Timing. Timing. And timing.

RELATED: How To Turn Prospects Into Paying Customers (The Five Types Of People In Your Target Market)

 

How To Improve

So if you’ve found yourself guilty of not taking timing into consideration, the hope iI that you’d want to improve your ad campaigns.

Here’s how to do it.

First, identify the key conversions that happen throughout the customer journey.

It’s different for every business but in general, it can usually be divided into three main stages.

The first stage is the awareness stage where we make the prospect aware of our brand and business. Not so much the product.

This is best done with value-filled content which seeks to address a specific problem your audience is having which your product or service and address.

Second is the consideration stage where you can now make a small offer to your audience just to test whether or not they are interested in the product you are ultimately selling them on.

This is usually done with a lead magnet offer where the business offers something of high-value to the lead in exchange for their contact information.

Lastly would be the conversion stage where the business now does the hard selling of their product or service as a solution to the customer’s problem.

The key is to identify where your audience is and to craft offers for them to ascend to the next level of the customer journey.

Do you now see how all this ties up?

 

Conclusion

I call these the Facebook Ad Trifecta because they are three separate elements but are key ingredients which contribute to a successful campaign.

The right offer at the right time will not sell to the wrong audience.

Regardless of timing, if the right audience fails to appreciate the offer, no transaction will be done.

And offering the right thing to the right people at the wrong time risks you losing customers altogether.

They all work hand-in-hand so it’s highly recommended that all three are taken into consideration when crafting the ad campaigns.

 

Looking to Grow Your Business?

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6 Reasons Why Your Facebook Ads Didn’t Work (And What You Should Do Instead)

6 Reasons Why Your Facebook Ads Didn't Work

“Facebook ad don’t work”

Have you ever said those words?

I think a lot of people have. Especially those who spent a lot but got no clear results.

As a Facebook ads guy, that makes me both sad and excited.

I’m sad because they actually do work and I’m sorry that they haven’t for a lot of advertisers. But excited because I’m eager to hopefully change your mind about it.

So without any further ado, I’d like to get to the 6 reasons why your Facebook ads didn’t work.

 

You’re Not Measuring Results

Maybe the issue isn’t whether you are getting results. Maybe it’s because you are not able to measure results correctly.

Don’t worry, it’s understandable and it happens more often than you think.

The main point of any advertising effort is always to spend and get the money back through sales.

I’ve seen advertisers spend lots of money just to promote their business but do not have the proper tracking in place.

In order to properly track the sales coming into your website, you must make proper use of the Facebook Pixel. The pixel is a piece of code advertisers are given to place on their website. This code gathers data from the behavior on your site and sends them all back to Facebook. This includes how many people purchase on your website and how much they spent.

If you’re able to measure this, you can compare it with your ad spend and determine whether or not you are getting proper returns.

But what if your business does not allow your customers to transact online?

For these instances, we use what is called Offline Events where advertisers upload customer data and matches it with the people who have interacted with your ads. For every match, Facebook counts it as a conversion on the ad and allows you to measure your success.

Key Action: Set up the Facebook pixel and standard events for conversion tracking

 

RELATED: Facebook Pixels: What Are They & How Are They Set Up?

You are Using the Wrong Ad Objective

When creating ads on Facebook, advertisers are asked for their ad objective.

More often than not, I choose conversions. That’s because I define conversions on the website and optimize for those actions.

Sometimes, when I ask a business owner what he or she did with their ads, all they say is “I boosted some posts”.

Don’t get me wrong, boosting posts are great and they lead to sales. Definitely. But they optimize for post engagement which is usually what the client is not hiring me to get for them.

If you want to optimize for actions such as purchases, I highly recommend using the conversions campaign.

When Facebook asks you what your objectives are, it’s best to clearly state your objectives for the specific campaigns you create.

Another common thing I see would be advertisers who want to sell their product through a video. Just because they are using a video, they tend to choose “Video Views” as their campaign objective. This tells Facebook to show the ads to people who are more likely to watch the video. That’s just watching. Not buying.

On the other hand, even if you use the video and select conversion as your objective, Facebook will show your ads to the people who are more likely to purchase.

Key Action: Use the proper campaign objectives as needed by your business model

 

RELATED: Differentiating Between Facebook Campaign Objectives

 

Looking to Grow Your Business?

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You Are Not Retargeting

Retargeting is the process of reaching out to the people who have already interacted with your business and/or website.

A lot of times, we run ads to our target audience with the hope that they visit our site and convert that same visit. When they don’t we just wait again for another person to come in and hopefully buy.

It’s not an immediate thought for advertisers to run ads to the people who have already visited before.

But the key thing to remember is that just because people did not buy on their first visit, it doesn’t mean that they are not interested to buy ever.

Think about it.

How many times have you yourself gone into a store, online or offline, and bought on the first visit?

Retargeting allows you to reach back out to these people and talk to them about why they should go back to your site and why they should take action.

So before you restart your paused Facebook ads, I’d recommend running retargeting ads first aimed at the people who already visited before.

Key Action: Run a retargeting campaign

 

RELATED: Beginner’s Guide to Facebook Remarketing

 

You Are Selling to Cold Traffic

Cold traffic is what I call the group of people who are not even familiar with your brand or business.

These people don’t know you. You have not yet established any relationship with them. But yet you’re already asking them for money.

What’s the one thing TV parents told their children?

Don’t take candy from strangers.

But what if the candy came from someone familiar? Someone who you knew and trusted. Someone you had a relationship with. Candy for you!

It’s the same online. You’re the stranger.

Before asking for something, build that relationship first. Get them to know you and trust you.

Key Action: Lead with value by providing content that educates and/or entertains.

 

RELATED: How To Turn Prospects Into Paying Customers (The Five Types Of People In Your Target Market)

 

Your Targeting Is Off

I’ve written quite a number of posts here in this blog about how I rave about targeting as one of Facebook’s best features for advertising.

The data is so vast that it’s actually very easy to get this wrong.

For example, a local gym may want to promote itself. Though it makes sense for the advertiser to target ‘Health & Fitness’ in general, we also have to remember that not everyone who is into health and fitness are into bodybuilding and exercising. Some prefer sports while others may fall under that category for diet and wellness.

Assuming that the gym is focused on bodybuilders, the advertiser may want to target specific body building icons like Lazar Angelov. People falling under the Health & Fitness interest who are not bodybuilders will probably not be interested in Lazar Angelov so you’re able to remove them from your audience already.

A lot of times, advertisers get targeting wrong not because they are missing the mark but because their targeting is too broad.

Key Action: Narrow down the targeting by asking “What interests (or combination of interests) would appeal to ONLY my specific target market?”

 

RELATED: 7 Questions to Ask for Target Audience Research for Facebook Ads

 

You Don’t Have a Call To Action

This usually happens to beginner advertisers, including me when I got started.

The first few ads I ran were basically just a big sign to ask people to “check out our site”. But merely visiting the website did not do much to move the business forward.

Some advertisers now still do ads with the basic message of “look at this!” instead of “do this”.

If you want people to buy, ask them to buy.

If you want people to sign up, ask them to sign up.

Most of the time, it will require you to have an offer as an incentive for them to take the action. This is why there are a lot of websites giving away free but value-filled e-books to get you to sign up for their list. Or at the very least, there are blogs which you sign up for in exchange for regular access to their content.

You can’t always expect your audience to know what to do. Guide them by calling them out to the different actions you want them to take.

In the ad copy, tell them what to do after they click.

Your audience makes a lot of big and small decisions throughout the day which depletes their willpower. Don’t add to that.

Key Action: Make your calls to action clear. And measure it.

 

Conclusion

The points I gave are common reasons I have personally seen in different ad accounts. These are normal and are part of the process of growing as a Facebook advertiser.

I personally have been guilty of all these which is why I am able to identify these issues and recommend an action point for each.

So if you’ve given up on Facebook advertising before since you did not get the results you wanted, I recommend reading through this again, identifying what applies to what you did and take the recommended action.

Facebook advertising works guys. You just have to also work with it.

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

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Be The Guide, Not The Hero [Guest Post for FreelanceBlend.com]

I’m a freelancer.

One of the things that keep me going as a freelancer is a community of fellow freelancers.

One such community is the Freelance Blenders group which was created by my friend Marvin De Leon.

In an attempt to help out fellow freelancers market themselves to their clients, I wrote this post for his blog.

What I wrote here also applies to businesses trying to reach their audience so you may get something out of it.

Check out the post here.

Also, if you’re a freelancer, check out the Freelance Blenders group and also, check out the Freelance Blend podcast.

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

Click here to access your free guide

How To Get Started With Facebook Ads

How To Get Started With Facebook Ads

There’s nothing like it.

For the past 2 years, I have been helping entrepreneurs grow their businesses online. I do it with the help of various tools and platforms. And nothing among those I’ve tried are as great as Facebook ads.

I am a big advocate of the use of Facebook ads for business growth regardless of what business you have.

This year, 2017, I promised myself that I would aim to help Filipino business owners get more success from their business by teaching Facebook ads.

So if you are a business owner looking to grow your business and want to learn the power of Facebook ads, this post is for you.

When I started this blog, I wrote articles about the very basic building blocks of Facebook ad campaigns. So in this post, I will provide the links to the specific articles which will help you learn how to get started with Facebook ads.

This way, you can learn at your own pace since the main sections are broken down into separate articles.

Getting Started

Begin with learning why you should consider Facebook ads for your business.

Then learn what the ad campaign structure looks like.

At this point, you will start to come across jargon so you will want to make sure you know what the words mean.

Now you’re ready to create your ad campaigns starting at the campaign level where you choose your campaign objective.

You’ll also start to find your target audience at the ad set level.

 

Those are the very basics of creating and running Facebook ad campaigns. If you’re in the mood for some added learning, check out these additional topics. They will definitely level up your Facebook ads game:

 

Hopefully, these articles give you the basic tools to run Facebook ads to help your business grow and level up.

If some concepts are still unclear, please do let me know in the comments. I’ll help clarify it for you and for others who may have the same question.

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

Click here to access your free guide

Facebook Pixel Advanced Tracking | Identifying Specific Actions On Your Site

On the previous article, we talked about how to track certain events on your website with the help of the Facebook Pixel.

This article will discuss another layer of event tracking using the pixel and is very beneficial for sites with multiple funnels.

So if you haven’t checked out the first article, I recommend going over it here before proceeding with this piece. This is specifically because you would need to know the basic event tracking in order to understand how to set up event parameters.

 

What Are Event Parameters?

Event parameters are bits of information advertisers place alongside the event tracking pixel snippet. These allow us to track what specific events take place in what part of the site.

Say you have 2 separate funnels for two separate audiences. For example, you have a fitness coaching program and you have a funnel for crossfit and a funnel for power lifting. It would make sense to have two separate lead magnets to attract the different audiences. If you went with standard event tracking, every lead that comes in will be under the ‘Lead’ event. But since those two audiences have a big difference within the same niche, it may confuse the data in the pixel making it more difficult to optimize.

Enter event parameters.

Imagine if you could segregate which leads came from the crossfit funnel and the power lifting funnel. Adding event parameters help differentiate the different events by adding in additional information.

Event parameters you can add in include:

  • Value – usually used for purchases to tell Facebook the price of the purchased item
  • Currency – goes hand in hand in value
  • Content_name – Name of the product
  • Content_category – The classification you would put the product in
  • Content_type – The type of item the product is

So using the fitness example, I could have 2 different funnels where when users sign up, they are tagged as a Lead with the Lead event. But, we will be able to differentiate which lead comes from which funnel if we properly tag each lead pixel with the proper content_name.

 

How to Install Advanced Tracking

We’ll get a bit technical here.

I would recommend starting by mapping out all the conversions you want to track. This will ensure that everything is covered and that you won’t leave any stone unturned.

I use an excel sheet listing down all the events classified by the funnel and I already label each event parameter. This ensures that I won’t have any duplicates.

Once you’re ready, it’s time to put in the parameters on the pixels. The assumption here is that pixel standard event tracking is already in place. If not, I recommend doing that first.

If standard events are properly in place already, all you’ll need to do now is to label each one.

The parameters go after the standard event in the code. Here’s how it looks like:

To make sure you’ve correctly set this up, just visit the page you added the pixel on and check on the ever reliable Pixel Helper. It should be able to identify each individual parameter as well.

So what are the uses of being able to track these individual parameters?

 

Well Defined Custom Audiences

You know about custom audiences right?

One way to create custom audiences based on standard events. So for example, I can make a custom audience based on leads. The problem with this is if I have multiple audiences, they’ll all fall under the same custom audience. It will then be difficult to analyze this one big audience.

However, with the help of custom parameters, we can create custom audiences for specific lead magnets and campaigns. To do this, all you have to do is identify the parameter you set during the creation process.

Start by going to the Audiences tab and selecting to create a custom audience. In the pop-up, select website traffic to start setting it up. From the drop-down menu, select the event you want to track and put in the number of days applicable. Then click on ‘Refine by’, select ‘URL/Parameter’ and select your chosen parameter.

This process will allow you to segment an audience who took a very specific action on your site. You can create a more refined lookalike audience this way.

 

Custom Conversions

The other benefit of labeling each event is the ability to create custom conversions.

Say for example a user converts on one of your ads for a lead magnet and for some reason, opts in for another lead magnet. If you are just tracking standard events, Ads Manager will show 2 conversions from the same campaign.

Custom conversions allow us to track specific conversions happening on our websites. In addition, having these allows us to optimize for very specific conversions.

Here’s how to set up custom conversions.

First, go to the Custom Conversions tab from Ads Manager and from there, select to create a new custom conversion.

A pop-up will open and this is where you’ll create the custom conversion.

You can choose to create conversions based on URLs but for our current topic, we’ll select defining a conversion based on events. So in the example below, you’ll see that we picked ‘Event’.

Choose the particular event you want to track in the field next to it.

Below it is where you’ll input the parameters you set.

When you select ‘Next’, you will be asked to label the conversion. For purchases, you can also choose to assign a value.

And now you’re able to track specific conversions.

You’ll also want to set this up on Ads Manager. To do so, just click on columns, select ‘custom’ and find the custom conversion you just created.

 

Conclusion

Advanced events tracking can get a bit daunting but it’s definitely something very useful if you have a website with a high volume of traffic or if you have multiple funnels.

This is especially helpful for businesses who serve different customer personas.

If you don’t segment them properly, you’re left with a big audience whose details and interests can be all over the place and misleading.

It may seem very technical, but I promise that after immersing yourself in it a bit, you’ll get the hang of it. Even if you know nothing about coding, like me!

I know we got advanced here so if you need any clarifications, send them in in the comments below.

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How to Take Your Business Online

Do you want to take your existing business online?

You’re in the right place!

In this article, you’ll learn how to find your audience online, how to offer them your product and service, and how to generate revenue and paying customers through online platforms.

But before we go into that, let’s get the basic idea down…

 

What Does it Mean to Take Your Business Online?

It’s a very broad concept but I’ll share with you the model I use to bring my clients’ businesses online.

Take note though that it’s one way, but it’s not the only way.

For me, taking your business online simply means recreating the whole customer journey online.

There is no need to start from scratch. We just take your processes now and set them up online with the help of the different online tools and platforms available to us.

So what is the customer journey?

The customer journey is basically the relationship between your business and your customer.

And this journey is usually mapped out by what is known as the conversion funnel. This is the model I want to share with you today.

What is a Conversion Funnel?

A conversion funnel is a representation of the customer journey and is shaped like a triangle pointing down.

Conversion Funnel

The funnel is split into the different stages in the customer journey moving downwards. As customers move downwards, the funnel becomes smaller because the reality is, a lot of people will drop off at every stage of the funnel.

The point of the funnel model is for business owners to be able to identify the different stages of the customer journey. This allows them to craft specific messaging and different offers to help people move to the next stage of the funnel. This process is called a conversion.

Why is this important?

I was once in the mall with my wife when we were stopped by a random person to sell us insurance.

Don’t get me wrong, I like insurance and I encourage people to get it. And I do not mean any offense to people selling insurance. But here’s my point.

We found it annoying and as a marketer, I found it very ineffective. Why?

  • We were not in the market for insurance at the time.
  • We did not know the guy nor the company he represented.
  • My wife nor I were not at a stage in our lives when we wanted or needed insurance.
  • We already had insurance and we didn’t feel the need to buy at the moment.

He wanted us to buy immediately on our first touch point.

Would you propose to someone on your first date?

The reason why mapping out the customer journey with a funnel is useful is because it helps you identify who are in what stage of the journey so you can how to speak to that person to get them to convert and move to the next stage.

The beauty of taking your business online is that you are able to easily identify where your customers are in the funnel. this knowledge, with the help of different platforms, allow you to market to them online.

Each online business has its own specific funnel but let me share with you a common model identifying 4 key stages in the customer journey.

Let’s discuss each one and how you can recreate each stage online.

 

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Awareness

The awareness stage is your business’ first touch point with your customers. It is designed for you to reach the people in your audience who have not yet heard of you yet.

The key idea here is to introduce yourself without introducing yourself.

Huh?

Think about it. The guy selling insurance earlier introduced himself to us by trying to immediately sell us his offer.

Don’t you hate that person at a gathering who is always immediately trying to sell you something?

You don’t know them and already, they are wanting to take something from you. What’s worse, they try to tell you what you need without even getting to you first. How can that person know that you indeed need what he is offering?

You know who we do like though: the guy who is talking to us and is genuinely interested in what we have to say.

Have you ever been to a dinner or an inuman where someone brings a friend you don’t know but at the end of the night, you feel like you’ve been friends for some time now?

That’s the kind of person we want to be at this stage of the conversion funnel.

And we do this by talking about your target audience’s favorite topic. And this happens to be everyone else’s favorite topic.

Themselves.

To be specific, talk to them about the problems they are facing which your business seeks to solve. Give them free advice on what to do with their dilemma. Ask for nothing in return.

We do not want to be to sale-sy at this stage so avoid talking about your business as the solution to the problem. When it’s apt, you can mention it as a possible solution, but do not dwell on it.

Two common ways to do this would be through a blog post or through video content shared on social platforms like Facebook.

At this stage, offer value and establish yourself as an expert in your industry.

It’s ok not to sell or make an offer at this stage. If this does not immediately lead to a sale or a lead, don’t worry.

This step helps your branding and puts you in a much better position to make your offers later on.

Related: Finding Your Customers on Facebook | 5 Ways to Find Your Target Market on Facebook

Consideration

In the awareness stage, we want to find the people who are experiencing the problems your business is trying to solve. But the reality is, not all of them will want to solve those problems.

The objective of the consideration stage is to get the audience to self-identify as those who are interested in solving their specific problem. These people who self-identify will now be your leads.

The key concept here is to generate leads by offering something to your audience in exchange for their contact information.

That ‘something of value’ is commonly known in the online business space as a lead magnet.

You’ve probably seen a lot of these online. The most common example is a free e-book which you can get when you give your name and e-mail address. We’ll discuss why this is important in the next stage.

Lead magnets are usually free and are ideally filled with value. It is a continuation of the previous stage where you help out your audience with the problem they are dealing with by offering possible solutions.

Why do we not start with this in the first place?

Because the difference now is that you’re asking for something in return.

When you walk around in the mall, do you take anything just because it’s handed free to you? Of course not!

We led with the awareness stage to introduce ourselves as someone who knows their problem and is genuinely there to provide help for them. This puts you in a much better position to ask for something: their contact information.

Common lead magnets around the internet also include:

  • Free Webinars
  • Demo or Trial
  • Free Strategy Call

It’s important for you to identify lead magnets which are specific to your audience’s problem and can be a smooth lead-in to your main solution.

RELATED: Beginner’s Guide to Facebook Remarketing

 

Conversion

The main objective of the conversion stage is to turn your leads into paying customers.

As simple as it sounds written down, this is where the hard work comes in.

Just because your audience is interested in your solution doesn’t automatically mean that they’ll purchase from you.

This stage is more than just following up with your audience. It’s more than just sending cart abandonment e-mails on those who did not proceed to purchase from your e-commerce store.

Because this stage is a deeper part of the customer journey, the conversation tends to happen over e-mail to make it more personalized. This is why we ask for the audience’s e-mail address. Take note though that this isn’t always the case. This stage can be done through social ads (through remarketing), instant messaging platforms or even traditional one-on-one phone calls.

This stage is where you now put some of the focus on your business and your specific solution. More importantly, this is where you highlight how your solution can be the most beneficial for your leads to get their problems solved.

The level of difficulty of this stage will vary for every business. One common differentiating factor would be price point.

If you are selling a low-priced item or service, it’s much easier to get a lead to buy. Compare it with people who are in the market to buy a car or a house. They may express early on in the customer journey that they want to purchase these properties (making them leads) but getting them to actually make a purchase may take some time.

Since this is the narrowest part of the conversion funnel, here are some ways to help push more leads out of that funnel and get them to buy. You can use any one or a combination of these, whichever makes the most sense.

Nurture Through Content

Sometimes customers need some form of content to convince them to proceed with the purchase. Talk to them about the product or service, its benefits and how it can help them.

Sales Call

Higher-priced products or services may face questions and objectives from the potential customers. It may be a good idea to talk them through these concerns to get them to purchase.

Case Studies & Testimonials

If you can’t convince your leads to purchase, maybe other people can. Share with them how your business has solved the same problem for other people. Social proof can do a lot to boost conversions.

Trials & Demos

If applicable, your business may offer free or discounted trials and demos. The best way to convince someone to purchase something is to have them try out the product or service. It puts you in a much much better position to make an offer later on.

Tripwires & One Time Offers

Tripwires are very low-priced offers which are usually offered for a very limited time. The logic here is that once a customer takes out his/her wallet to pay for a service, the business relationship has changed. It will be much easier for people who take this offer to buy your future offers considering the tripwire they purchase will be very value-filled.

Flash Sales

Flash sales are when your business offers discounted prices for a specific period with no previous announcement of the promotion. The idea is to create urgency for non-buyers to purchase or miss out on great deals.

Free + Shipping Offers

This is usually a strategy by businesses who can afford to give something away for free. Something of value is offered for free to the user with the user shouldering just the shipping charges.

RELATED: How To Turn Prospects Into Paying Customers (The Five Types Of People In Your Target Market)

 

Retention

Congratulations!

Now you have acquired a new customer!

But you know very well that it the work doesn’t stop there.

After getting a lead to convert, the objective now is retention and to make sure that the customer keeps coming back.

The initial way to do this at this stage is to ensure that you are able to deliver everything you promised.

We’ve all probably fallen for some sales talks or ads before into purchasing something which ended up disappointing us. Chances are, you won’t ever buy from that business again.

But if you have a good experience, the likelihood of us being a repeat customer is much higher.

That is the most important thing to do. Apart from that, here are some ways to help increase retention:

  • Produce Content – This may be through a blog or even as simple as Social Posts to engage with your customers. The key is to post content which are relevant to your customers
  • Have a Newsletter – Keep your customers updated with any updates or promotions.
  • Provide Rewards – Reward loyalty by providing gifts or discounts to frequent purchasers. You can also incentivize your customers to do other actions such as to provide a review and referrals.
  • Start a Community – One of the best ways to keep customers engaged is to set up a community like a Facebook group. Here, people can discuss questions about your business as well as other similar interests. Everyone loves being around people like them!

 

Conclusion

No matter how your business looks now, you can definitely take it online.

All it boils down to is to recreate what is already happening offline on the internet. There are a lot of platforms available out there which will allow businesses to do this.

Your customers are online, you should be too.

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

Click here to access your free guide

7 Questions to Ask for Target Audience Research for Facebook Ads

8 Questions to Ask for Target Audience Research for Facebook Ads

Probably, the most important part of Facebook advertising is the audience targeting, wouldn’t you agree?

This is why audience research is key for a successful Facebook ad campaign.

When clients ask me to check their targeting, the most common issue I see is that they are targeting a very broad audience. This means that their ads may be showing to people who may have very little interest to the business’ specific offer.

Related: Facebook Ads Targeting Research | How To Use Facebook Audience Insights

I’ve had clients in the health and fitness niche who target the interest “Health & Fitness”. It’s a very broad interest because under health & fitness are a variety of other “sub-interests” such as diet, medicine, exercise, mixed martial arts, running, etc. So if you are a gym offering a high intensity workout program and you target this broad interest, there are still a lot of people who won’t be interested in your offer.

The key is specificity.

What interests are your specific audience interested in? What interests appeal to only them and not others.

For that gym example we used, we can target interests such as “crossfit” or “HIIT”. People interested in these are more likely interested in a high intensity workout program as opposed to people who are generally interested in health and fitness.

Just to drive home that point on specificity, here are a few more examples.

If you are running ads for a restaurant, instead of targeting “Food & Drink”, target similar restaurants.

Selling mobile phones? Instead of targeting “Electronics”, target old mobile phone models.

If you are selling children’s clothes, instead of targeting “Parents”, target parenting blogs.

The first step really is to make sure you know who your customers are.

Once you do that, ask yourself some (or even all) of the following questions to help you with your audience targeting.

 

1) Who are the authority figures/brands in your space/niche/industry?

Which people do they follow? Who do they listen to?

I’ve had clients whose business aims to help other business owners and entrepreneurs. To target these people, we target key influencers in that space such as Gary Vaynerchuk, Robert Kiyosaki, Richard Branson, and the like.

These people have a following of people with a particular profile. These groups of people happen to be our targeted audience so it makes sense to use these authority figures as interests.

Who are the authority figures in your space?

 

2) What are their jobs?

Which companies do they work for? What are their job titles? What industry are they in?

Facebook allows advertisers to target people based on their jobs.

One client of mine had products for artists. One of our more successful campaigns was an ad set where we targeted different art jobs. Some of what we targeted were artist, sculptor, painter, graphic designer, and many more.

Does this apply to your business? What jobs do a majority of your audience hold?

Related: Finding Your Customers on Facebook | 5 Ways to Find Your Target Market on Facebook

 

3) What do they read? (books, newspapers, magazines, blogs)

I’m a believer that businesses exist to solve problems.

Your audience has a problem that your business can solve. But they also turn to reading to solve their problems. What are they reading?

Another client of mine had me run ads to bring people to their seminar about changing your life. His audience was made of people who were seeking to development their own lives. We reached out to these people by targeting books such as 7 Habits and The Secret.

People now also read blogs and online magazines so make sure to research these as well.

 

4) What websites do they visit?

This is almost the same concept as the previous point.

To illustrate how this works, let’s go back to the example with the artists. We had a specific campaign where we were targeting artists who needed help selling their art. We sought them out by targeting crowdfunding sites such as Patreon and GoFundMe.

What websites do your audience visit to get help with their problem?

 

5) What tools do they use?

For the same artist campaign, we also found success in targeting brands and stores which offer art supplies. It made sense to target them because only actual artists would be interested in art supply shops.

I want to make it clear that the interests you are targeting may not be related to your actual business.

I had a successful campaign once when I had an ad offering marketing services to business owners. One ad set I had targeted accounting software. My product had nothing to do with accounting and finance. But because my target audience was using tools like FreshBooks, targeting it made sense.

The important factor is knowing who your audience is.

 

6) What clubs and associations do they belong in?

Clubs and associations have members who have characteristics which are very defined.

This is helpful to advertisers if their audience has a certain group they belong in.

I’ve seen this succeed in campaigns targeting professionals because these people are usually really a part of an established group.

 

7) Who are your competitors?

Who are the other brands in your space that offer the same products or services as yours?

If you find people who like your competitors, chances are they might be interested in yours too.

It may seem simple but you also have to consider how likely that audience is to try your business instead of a competitor’s.

For example, a bar can target bars it’s competing with and their audience can easily be interested in yours too.

It may be more difficult for businesses where purchases are infrequent like buying property.

 

Bonus: Where are they in their lives right now?

When introducing Facebook advertising to people, I always use the example of a wedding supplier. Facebook allows you to target people who are engaged. You can even segregate them into the time since they’ve been engaged.

Facebook allows advertisers to target based on Life Events. So make the most of this by asking yourself where your audience is at in their lives.

I had a client who wanted people to attend his webinar on how to inspect a home before buying it. During the planning, we identified that homebuyers in that area tended to be newlyweds up to married for 2 years. So we targeted them and found success in that campaign.

RelatedFacebook Audiences: Understanding How They Work

These questions are guidelines to help advertisers target their audience on Facebook. At the end of the day, the data will still tell you what the most effective way to target your audience is.

So our main recommendation is to test out multiple interests separately and find the best performing ones.

There are other questions you may answer to help you find your audiences. These ones are what help me.

What other questions do you use to find your audience? I’d love to hear them 🙂

Looking to Grow Your Business?

Learn about the 4-step process we use to help businesses generate more interest, get more customers and bring in more sales. Download our free quick-read pdf guide and apply it immediately.

Click here to access your free guide

How to Set Up Instagram Ads

How to Set Up Instagram Ads

If you’re looking to expand your advertising reach beyond Facebook, why don’t you try Instagram ads?

Before you start thinking of going through training on how to master a new ad platform, take a breath and relax. This is because Instagram advertising won’t be done on a completely new platform.

You can create and monitor your Instagram ad campaigns from Facebook ads manager!

In this article, we’ll guide you through the process of creating Instagram ad campaigns. We’ll also discuss how it differs from standard Facebook ad campaigns.

Creating Instagram Campaigns

The main thing advertisers would need to set up in order to have Instagram ad campaigns is to set Instagram as a placement on the ad set level.

Instagram Ads

Yes, advertisers won’t be required to set up anything different for Instagram ads. Just placement.

In terms of advertising, Facebook treats Instagram as one of the ad placements. It’s not as a completely separate advertising platform.

By just setting Instagram as a placement, the Facebook ads platform already adjusts your ads to fit the format of Instagram posts.

However, there are still limitations to just setting Instagram as a placement for your campaign. Based on experience, Facebook still usually tends to deliver ads to the Facebook News Feeds over Instagram.

That’s why if you feel that your audience hangs out at Instagram, then consider having a dedicated Instagram ad set. This way, you’ll have a set budget for Instagram only.

Instagram Ad Formats

Having a dedicated Instagram ad set helps because you’re able to optimize your ads since Instagram has a different post format.

Instagram uses square images and videos so your ad should have square creatives.

When advertisers fail to provide a square creative, Facebook automatically square crops the existing image which is currently used for the Facebook news feeds. This does not always work out the way you would want it which is why having a dedicated Instagram ad set allows you to choose a specific square image or video for your Instagram ad.

Instagram ads also have limited ad copies. Unlike the usual Facebook ads, Instagram ads only have the button text with the news feed text copy. If you have a standard Facebook ad and use it for Instagram, the headline and the description will be gone.

This is also important to consider because for most cases, the headline has the most captivating message in the ad since it takes up the most space. So losing this might weaken your ad copy for Instagram ads.

Having a dedicated Instagram ad set allows you to control the ad copy you want to be shown for Instagram. Since you won’t have as much space as you would have on a standard Facebook ad, you can rework your copy to make you message more brief to fit the platform.

If you’re testing dedicated Instagram campaigns against Facebook campaigns, it’s still a good idea to use UTM parameters so you are able to monitor the performance of each platform on Google Analytics.

Match the Platform

One final note we need to make about using Instagram as a placement for your ad campaigns.

Facebook tends to be more content-heavy which is why the texts and the headlines matter as much as the visuals do.

On the other hand, Instagram is a more visual platform. People go there mainly to look at pictures and videos.

This means it matters much more for your ad to have a great ad creative.

So when setting up Instagram ads, try to avoid regular old stock photos. Your main asset when advertising on this platform is your ad creative. The copy is more of for support.

If you’re image or video is not relevant to the user, he or she can just easily scroll past it.

So make sure you match the platform and provide a good visual experience.

 

What are your experiences with Instagram advertising? Share them with us on the comments below.