Facebook advertising hu_bpres_v2

How To Use Facebook Advertising To Get More

Customers

Strategy. Implementation. And Results.

How To Use Facebook Advertising To Get More Customers

In The Next 45 Minutes…

• The Concept• Using Facebook Tools To Build Your

Audience• Defining Goals & Strategy• Campaign Implementation• Results - So Far!• Try It For Yourself


The Concept• Define your audience• Identify their need• Get them on your email list• Build trust & value• Make them an offer

Audience Ad Optin Value Sale


Facebook Tools To Build Audiences• Pages - engagement• Groups - interests, competitors• Graph Search - connections• Audience Insights - audience creation• Tracking Pixels - actions & behaviours


Facebook Tools: Graph Search


Facebook Tools: Graph Search• Understand what your audience respond to


Facebook Tools: Graph Search• Understand what your audience are buying


Facebook Tools: Graph Search• Understand what their interests are


Facebook Tools: Graph Search• Understand who they’re connected to


Facebook Tools: Graph Search• Understand who your competitors might be


Facebook Tools: Audience Insights• Build an audience to target


Facebook Tools: Audience Insights


Facebook Tools: Audience Insights• Use your Facebook Page. Need 1,000+

Likes

• Build a custom audience that builds on that demographic

• Target industry experts & journals

• Target competitors

• Use tracking pixels

• Create lookalike audiences


My Campaign Goals & Strategy• Grow Fan Base• Build Email List• Get More Customers


My Campaign Goals & Strategy

3 Stage Funnel Plan:

• Stage 1: Self Liquidating Traffic• Stage 2: Create Launch Funnel• Stage 3: Develop Continuity Programme



Audience

AdOpti

nMain

ProductValu

e

Tripwire

Upsell

Continuity

Product

Value

Stage 1

Stage 2

Stage 3



Clearly defined target audienceTo improve CPC

Simple Ad that hits audience ‘pain point’ To improve CTR

Strong and Relevant Landing PageTo improve OptIn Rate

High Value, Low Cost OfferTo improve Tripwire Conversions



Stage 1. Financial Model:

EPC≥CPC = Positive ROI / Self liquidating traffic

Key Metrics• CPC (Cost Per Click) - target 0.12p• CTR (Click Through Rate) - target 3%• Optin Rate (Lead Magnet) - target 18%• Tripwire (High value, Low cost) - target 3%• Upsell (More value, low cost) - target 5%


Campaign Implementation

• Ad: Facebook Post. Desktop Only



• Landing Page: Lead Magnet/Fremium



• Landing Page: Two Step Optin



• Tripwire: Post Optin Micro Commitment


Results - So Far!

• Facebook Reports. Last 7 Days


Results - So Far!

• Shopping Cart. Last 7 Days


Results - So Far!• CPC - actual 0.10p (-0.02p)• CTR - actual 3.83% (+0.8%)• Optin Rate - actual 24% (+4%)• Tripwire- actual conversion 6.3% (+3.3%)• Upsell - not yet created

Total spent: £103Total revenue: £144Profit: £43Number new prospects: 349NOW Test! Test! Test!


Try It For Yourself!

• Any questions???

Facebook advertising hu_bpres_v2

Small Business & Entrepreneurship

Transcript of Facebook advertising hu_bpres_v2