An overview of the foundation for creating a profitable Facebook marketing campaign.
Learn how Keith Kranc of Dominate Web Media uses his 9 Step Funnel as a foundation for creating profitable Facebook marketing campaigns.
- 00:12 – What You Will Learn Today
- 00:35 – Step 1: Market Research Phase
- 02:52 – Step 2: Lead Magnet
- 04:46 – Step 3: Landing Page
- 05:35 – Landing Page Tool: LeadPages – http://www.dominatewebmedia.com/leadpages
- 06:17 – Step 4: Thank You Page
- 08:04 – Step 5: Facebook Post
- 09:11 – Step 6: Create Ad
- 09:48 – Step 7: Optimize Campaigns
- 11:09 – Step 8: Email Marketing
- 11:30 – Step 9: Retargeting
This is Keith Krantz. Welcome to the training on the foundation for creating a profitable Facebook campaign. I’m going to walk you through my nine-step process to create a successful Facebook marketing campaign.
Each one of these has its own individual video or training along with it, but what I’m going to do is walk you through each step very quickly so you get an overview of the nine-step process.
Step 1: Market Research
Step one is the market research phase, the competitor analysis phase or, as we like to call it, the spying phase. This is what you want to do before you set up your ads. Before you do anything else, you want to get in and learn as much as you can about your existing audience, your potential target audience, and your competitors. All those types of things.
There are lots of great tools, like Follow.net, which is a great competitor analysis tool. Then you have tools like the Facebook Search, Facebook Audience Insights, Google, Google Trends, sites like SimilarWeb, Compete.com, and Quantcast.com. All those are great tools, and you’re going to use those to learn everything you can about your audience and their affinities – people that like your page, people that like your competitor’s page, what other things do they like and what other types behavior do they do? Those types of things.
When we get into step six, which is all about creating your ad, we’re going to get deeper into the targeting and research targeting. There’s a little bit of a redundancy here in step one because we’ll do it again in step six.
Step 2: Lead Magnet
When people are taking a Facebook advertising course, what they want to do is learn all the Facebook tricks and hacks, but they don’t’ realize that the most important part is the actual funnel: the process, the lead magnet, the landing page, the thank you page. All this other stuff is important.
“Create Your Ad” is step six. We have things that are a lot more important than the actual Facebook ads themselves. You have to get this stuff right. I can’t tell you how many calls I’ve had with new clients where it takes us a while before we start running ads, because I look at their offer, their landing page, their thank you page, and I know almost immediately whether it’s going to be successful or not. Usually I can tell that we have to change something up.
That’s why this training is so important, all the stuff in here that you’re going to learn.
The lead magnet is basically your ethical bribe. It’s the reason somebody is going to click on an ad, and it’s the reason somebody may be going to give you their contact information, their e-mail address, or their credit card for a small purchase.
We like to use some kind of a lead magnet, or hook, to incentivize people to opt in. Then we use e-mail marketing and retargeting to nurture them along, and eventually bring them into our sales funnel to sell them the product or service.
We want to use Facebook for that initial first date. We want to gather that lead and then, once we have that person in your database, we can deliver more value and education, and let them get to know us before we go ahead and try to sell to them. You don’t want to walk up someone in a bar, introduce yourself, and ask them to marry you, do you? You need to get to know them, eventually go out on a date together, then lots of dates, then get engaged, and then become married. It’s a process. There’s nothing different with a Facebook marketing plan.
Facebook is social. You have to remember that. People are not on Facebook searching for an answer or solution like they are on Google.
Great lead magnets are things like:
- Cheat sheets
- Webinar registrations
- Free video series
- Free trials or demos of software
- Local and educational events, like a free detox seminar for a fitness company
- Coupon or discount, like a buy-one-get-one-free offer for a restaurant.
Discounts and coupons are great for local businesses or live events, and then you can keep them as a long-term lifetime customer.
Step 3: Landing Page
Your landing page is the page they land on after they click on your ad. The sole purpose of the landing page is basically to get them to take one action. In most cases it’s to give you their contact information, maybe their name and their e-mail or phone number. The goal is to get them to do that. Once you can get them to give you their contact information, now you can use e-mail marketing, and retargeting content to educate them more.
Or maybe on the next page after they opt in, you have a 10-20 minute video, or a webinar registration where you can educate them more on your product or service, and move them into the sale. The landing page is key.
LeadPages is one of my favorite tools in the world right now. It’s one of the biggest game changers in Facebook. Thanks to LeadPages, so many different businesses – both small and large – are way more successful because they can be nimble and agile. They can create fast landing pages that are proven to convert. They have so many different templates that are designed by marketers and designers all over the world, and only the best ones get inside LeadPages. It’s fast, easy, and you don’t need any graphic design or technical skills.
That’s basically what the landing page is for, and it’s very important.
Step 4: Thank You Page
The thank you page is the page the visitor lands on immediately after they opt in to your landing page for your lead magnet. If it’s a purchase, then the thank you page is their confirmation page after they make the purchase.
We also call the thank you page the money page, or step two, or the next step after the landing page. So step one is your landing page, step two is your thank you page, and you may have step three as an upsell or cross sale. There could be multiple steps after the landing page. The thank you page is the most common name for it.
This is a super important page. Like I said, it’s the money page. This is where you already have their contact information, they’ve already opted in, and now this is where you can deliver value and trust. This is also where you may have a 10, 15, 20-minute video to get them to take the next action, or to sell a product or service. The thank you page is really critical.
This is also where you’re going to put your conversion and remarketing codes, or Website Custom Audiences, which is basically Facebook’s version of remarketing. If you don’t know what that is, don’t worry, I have other training on that. Basically, in order to track conversions, you have to have the conversion pixel on the thank you page, not the landing page, because Facebook knows every click that lands on your landing page but the only ones that count as a conversion are the ones that land on the thank you page. That’s why we put our conversion pixels on that page. It’s really important for that.
We also want to have remarketing lists there so we have campaigns to target people who have already opted in but haven’t bought yet, and lots of different things like that.
Step 5: Facebook Post
The next step in this nine-step process is the actual Facebook post itself. Like I said, the most critical part is having this process in place, and having a good place for them to go to. Now is where we start with the Facebook side of things.
If you want to get in the News Feed, which is the best real estate on Facebook, you’re going to have to start that ad as a Facebook post. Then we amplify that with Facebook ads. You can create a post a few different ways, which I’ll go into in more depth in other videos, but you can either create your post right on your business Facebook page, then go into the Ad Manager to create an ad around that post, or you can actually create your post inside the Ad Manager itself. You’re a little bit limited inside the regular Ad Manager on text characters and stuff like that.
Or you can use the Power Editor to create a “dark post” or unpublished post, and that way you can run an ad to that post. In some cases, you can even make it so it doesn’t show up on your Facebook page itself, it only shows up in the News Feed for the audiences that you choose to put it in front of.
Step 6: Create Your Ad
Now what you’re going to do is either use the Ad Manager or the Power Editor to create an ad to amplify your post from Step 5.
You’re going to put that in front of your exact ideal target audience. You can place that right in their News Feed, or you can even have your post in the sidebar of the right column.
I have a lot of stuff in another video that is all about your target audience, baiting and budgeting, ad creating, and all of those types of things. I’m not going to cover that in this training.
Step 7: Optimize Your Campaign
Once you get your ads up and running, you have to get into Facebook’s reporting tool – it’s an awesome reporting tool – and start digging in deep to find out which placements are working best: News Feed or sidebar. Find out which things are working best when it comes to mobile or desktop. Are your ads performing better on mobile, do you have a funnel that works well for mobile? Are you getting cheaper clicks on mobile or on desktop? In some cases, we get cheaper click on mobile, but we might get less conversions on mobile because our landing and thank you pages aren’t optimized for mobile. Always be thinking about those things.
A lot of times you’ll get cheaper clicks on mobile but if you don’t have your funnel set up right, or you’re trying to sell something on the thank you page, then you might be better off sticking to desktop. But the cool thing is that you can get into your reporting and find out not only which ads are working best where, but I can also find out which audiences. I can find out which demographic data (ages, male/female, etc.) and narrow down the interest level, and then figure out what’s working, find little pockets that work best and take those pockets and start scaling out with those. That’s what we’d like to do.
Step 8: E-mail Marketing
The next step is to move e-mail marking to move people into taking action. As I said, Facebook is like the first date. It’s the first time you meet somebody. It’s the introduction. You need to use e-mail to build that relationship, that friendship, and eventually turn them into a customer or client.
Step 9: Retargeting
Steps eight and nine work simultaneously together. You can be using e-mail marketing at the same time as you’re retargeting your visitors.
What’s retargeting? Retargeting is when somebody lands on your website, landing page, or your blog, and then leave that site and go back to another site, such as Facebook or a news site. Then they see a banner ad or a Facebook ad about your business that brings them back into your sales process.
Have you ever been to Amazon – or any big e-commerce site – to buy a product, then you leave that site and see an ad for that product and wonder what the heck is that? That’s called retargeting or remarketing, and we can do that with Facebook. It’s one of the biggest impact things you can do to get conversions.
You’re going to be using e-mail marketing and retargeting to bring people back, to bring people that opted in but maybe didn’t buy yet, or to bring people that have been to your blog back to your landing page. All these types of things.
We want to use Facebook to find our exact target audience, and then we have to use remarketing, content, and e-mail marketing to build that trust. To build that trust, you have to have this stuff in place, or you’ll never get Facebook to work for you. You have to understand this, and once you do, it’s a good time. Once you do, you can now turn that into money.
Once you understand this process and put this in place, then all of this turns into a lot of money and profits for your business. This might look a little overwhelming at first, but I have training modules on each one where you can go deep into each step.
The thing is, with technology these days – with things like lead pages, conversion tracking, and how easy it is to create videos – you can put this process together so much faster and with a smaller team than you ever thought possible. It’s really powerful. I’m really excited.
So put this in place, and start profiting from Facebook. Talk to you soon.Read More
- Create Custom Audiences for your website [Click To Tweet]
Overview of Custom Audiences for Your Website
Now you can create Custom Audiences from your Website. Custom Audiences from your Website allows you to target your ad to audiences of people who have visited your website and remarket to people who have expressed interest in your products.
How Custom Audiences from Your Website Works
Custom Audiences from Your Website
- People visit your website
- Some may purchase, others simply express interest
- As they browse & make purchases from your website they are automatically added to Custom Audiences that you define
- You later use these Custom Audiences from your website to create more focused ads on Facebook or to remarket to people who have already expressed interest in your product
3 Steps to Success with Custom Audiences from Your Website
- Insert the Custom Audience pixel on every page of your website
- Create rules to match your defined Audience
- Target ads to your website Custom Audiences
Creating website Custom Audiences in Ads Manager:
Accept the Terms of Service…
- Terms of Service & Agreement. Please review and check the “I agree” checkbox.
- In addition, if there are any questions, please click on. Learn More to be taken to the Help Guide.
Additional Examples: Creating Rules
Example above will includes everyone who visited a URL containing “travel.php”.
Additional Example: Using Multiple Keywords
Additional Example: Using AND & Doesn’t Contain Logic
Creating website Custom Audiences in Power Editor:
- You will have the option to Choose your audience(s) in the Custom Audiences field.
- You can exclude Custom Audiences that came your website as well.
Target your website Custom Audience in Your Ad
- Works in every placement (including mobile)
- With every ad format
- With every bid type
- With every conversion objective and offsite conversion measurement
- View tags are not allowed
Q. What if I already have the conversion pixel installed?
A. The Custom Audience pixel is different than the conversion pixel. Even if you already use Conversion Tracking you must install this new code on your website.
Q. Where should I install the code?
A. We recommend your install the Custom Audience pixel across all pages of your website, preferably just before the closing </head> tag in HTML. This ensures you capture all portions of your marketing funnel, and also makes it easier to configure different audiences for different parts of your website.
Even if you create a new website Custom Audience you will only need one Custom Audience pixel installed for your entire website.
Q. Which Audiences should I create?
A. Your Audiences should match your marketing objectives. Although there are many possibilities consider the following to start:
- An audience for all website visitors
- One audience for each major landing page or product category
- An audience for people who visit your shopping cart page
- An audience for people who successfully reach the checkout page
- (Advanced) Each of the above Audiences at different lookback windows – 1 day, 14 day, and 30 day.
Q. I created an Audience a while ago but the size still says >20. Why?
A. Audiences grow as people visit the pages that have the Custom Audience pixel installed AND that match the Audience rules you set. If you are certain that your Audience should be bigger check the following:
- Is the Custom Audience pixel installed on all pages of my website?
- Am I certain this Audience rule matches the pages I expect?
- Are people actually visiting the pages I am matching?
Q. How big should my Audience size be before I target it with an ad?
A. We recommend you wait until you have one or two hundred people in your website Custom Audience before you target it in an ad.
Learn how to reach your goal of getting people into your funnel using Facebook ads.
What’s the one thing that will make you successful with Facebook ads today? Keith answers that question by showing you the #1 ROI strategy for Facebook that is working right now. You’ll even get to see a screenshot of one of his best low cost conversions where he had over 2,800 conversions at $0.35 cents per conversion! Keith will touch on his approach with new clients while emphasizing the importance of having the right process in place determines how successful you are with Facebook ads.
- 00:06 - What You Will Learn Today
- 00:30 – #1 Facebook Ad Type
- 04:09 – The 3 Most Important Factors for Running a Successful Facebook Ad Campaign
- 05:52 – Example Offers We Know Work
- 12:48 – Add One Step In Front Of Your Main Goal
- 3 most important factors for Facebook ads [Click To Tweet]
- What’s the best Facebook ad type today? [Click To Tweet]
Keith: Today, you’re going to learn the number one ROI strategy working right now in Facebook, the three most important factors to running a successful Facebook ad campaign, and a ninja strategy that combines Facebook and Mr. Schramko’s famous “Own the Racecourse” strategy.
The number one Facebook ad type that’s working right now is the link post ad. Basically, this really is working the best right now. It’s too bad this is being recorded, because six months from now, this probably won’t be the best strategy. But right now, on most occasions, is. Is it the only thing we do? No. We do Facebook offers, video ads, we ignite content inside Facebook, and lots of stuff. You want to 80/20 this and you want to get going.
My goal at the end of this presentation is for everybody that has a business, service, or clients that have a business that they really, truly feel is providing a high-quality service or product that they need more people to know about and want to get their message out. I want everybody here to take action, leave, and start running some Facebook ads, even if they suck. Get beat up a little bit and learn more advanced stuff. The best thing to do is start with a link post ad.
Basically, all it is is copying a link from your landing page or maybe blog post and pasting that link onto your business Facebook page. There are really three ways to create one of these: you can do it inside the Ads Manager, the Power Editor, or by using a third party like Qwaya.
Basically, it’s taking a link, copying it into your Facebook page. An image will pull down and you can replace that thumbnail with a custom image. The reason it’s called a “link post ad” is because when someone clicks that link, it redirects to a landing page. It doesn’t pop open a new window and then you have to click the link to the right of the image. That’s really the best type that’s working right now. There are lots of ways to use those, and we’ll go into that more in a little bit.
This one is pretty good. This is the lowest cost per lead we’ve ever gotten. This has 2,800 conversions at $0.35 per conversion. There’s nobody under the age of 35 years old in that audience. You can do pretty well with these. Like I said, that’s a best-case scenario, but it’s pretty good.
After thousands of campaigns, we have literally over $1 million spent, 2 billion impressions, 2 million-some clicks, and pretty cool campaigns. This one is Perry Marshall’s free book campaign, where we’re getting $0.41 per lead on the top one and $0.82 per lead on the bottom one. Overall, we typically average around $3 per lead now with those campaigns, but this was when first starting out.
The top one is a custom audience that we’re targeting – it’s basically his list. He already e-mailed his list a few times, but those are all the people, and over time, even more came through there. The point is you guys have got to be doing custom audience Facebook ads.
This is the Infusionsoft. This is just for a two-week period of that campaign, where you see 1400 hits, 1000 opt-ins, and 205 orders. We have a whole case study on this. We talk about the average cost per lead is around $2 or $3, and the average cost per sale is around $7 to $20 or so, depending on the group we’re targeting. That’s pretty good. A typical cost per lead might be $7 or $8, and that’s what it’s costing us to get a buyer. You can do some pretty cool things.
What I’m going to talk about, after what we’ve learned – and I love doing this stuff because we’re still learning today – is really three of the most important factors when it comes to being successful on Facebook.
Notice how number one is exactly twice as big – it’s 200-point font, and number two and three are 100 point font. It’s twice as big, because in my opinion, it’s twice as important.
What do I mean by your offer? What I mean by your offer is what your hook is, what your lead magnet is, what the reason somebody is either clicking through or the reason why that person might be opting in to learn more about whatever you or your client is offering. This is really important.
Whenever we get a new client, we spend a lot of time. I don’t like running any ads until we really figure out if we have a “Facebook appropriate” offer. I’m going to get more into amplifying content and going into “Own the Racecourse” stuff in a minute, don’t worry. Right now, we’re going to be touching on more lead generation stuff. But, you have to really understand that this is really important. In my opinion, it’s not if you can be successful with Facebook; it’s if you have the right process in place to be successful. That’s what it is.
Here are some example offers that we know work: checklists, cheat sheets, guides, reports. This is my Facebook checklist – “Discover the 8 Most Critical Things You Must Do To Profit from Facebook.” The other one over here is “6 Easy Steps That Allow Even A Total Nobody To Leverage Traffic From Big Shots in Any Market,” Ryan Deiss.
My opt-in has always been around 45-48%, lifetime, with this offer here. But, a lot of people who land on that squeeze page of mine have already seen a piece of content, like a blog post or one of my Facebook video ads where I talked about it, and then they landed on there. They’re retargeting to get to there. The reason why my opt-in is so high on that is because most of the traffic has already seen me once.
Free tool kit or resource list – “Free report reveals five tools I use to create all my Facebook ad campaigns.” I’m not driving traffic to this right now – I’m not really driving any traffic to my offers right now, because I’m in value-building mode and client-management mode. We’re putting together a funnel right now. We’re all about building good will right now. We’re still amplifying and running ads, but it’s only to blog posts and content, currently. These work.
Clay Collins from LeadPages did a great blog post a while back about his highest converting offer. It was his five free tools that he uses for all of his videos. I forget what the rest of his headline was, but it’s a great landing page and it works, so I copied it.
This is the same thing – resources: “The One Stock You Need to Own for the Coming ‘No Choice’ Energy Revolution.” This is the Motley Fool. These guys know what they’re talking about. Supposedly, they’re one of the people that really invented this basic squeeze layout that LeadPages has taken and OptimizePress has lots of templates of that we can use for these kinds of basic squeeze page layout.
The thing to point out here is “the one stock you need to own.” That’s a big deal. That works. These guys spend a lot of money on driving traffic in all sorts of different media.
Free video series. “Write a Book in 2014 and Get it Published.” This is actually a longer-form landing page, so below this there is a lot more data and content. They don’t get as high opt-in rates here, but they get better sales conversions on the back end.
This is another video series, “Transform Your Running Biomechanics in 7 Days.” This is Bobby McGee, a client of Sam’s, whom we manage campaigns for. Notice the specificity: “transform in 7 days.” It’s very specific.
John Lee Dumas, I helped him get up his ads originally when he first started doing his podcasting promotion for his courses. “Discover the podcasting secrets…” – it’s a webinar. Facebook ads are awesome for webinars.
They work even better when someone has already seen you one time. You’ve already provided some kind of a value first, whether it’s a checklist they downloaded or a video they watched yesterday in the News Feed or on your blog.
tip. Robert should recognize this, since he’s here. This is a campaign we’re getting started. We’ve already done some testing on the frontend for this lead gen, but we’re still working out the backend. In this case, we have one specific tip.
Robert has basically a $5,000 service. It’s couples photography. He has a service where couples can do some risqué photography. His service is all about helping people deepen their relationship, but it’s expensive. There has to be a process that goes into place. What can we do to get high quality leads to get into this process and eventually come into your business and pay $5,000? So, one specific tip.
Here’s another version of it. We’re split-testing this. “World renowned Expert Dr. Helen Fisher reveals the real secret of making your partner fall head over heels in love with you all over again.”
After they opt in to this, they land on an optimized press page, where they can now get a book. It’s called “Monogamy Game,” so it’s a couple’s game that usually goes for $30 or $40. They get that book for free, plus $5 for shipping, or $5 and free shipping, depending on how you want to do it.
On the next page, they have a survey, and then they go into the funnel. They get a $500 coupon to get in. They’ll get direct mail, and lots of stuff like that. In Facebook, we have to figure out a way, especially if you’re not creating a lot of content. Some people don’t have a team. They’re not yet in the mode to be creating a lot of content. They want to have an offer that they know they can convert and drive traffic to.
Free books are awesome, especially if it has a high-perceived value. This goes for $17 or $18 on Amazon. This is Perry Marshall’s book funnel. Right now, what we’re doing with Facebook ads and his free book funnel has been the cheapest he’s ever been able to acquire customers ever, since even back in the good old days with Google. He’s really excited.
Physical products can work great as long as it’s an impulse buy. This one is free – this is another example from the Ryan Deiss folks. They’re doing a “free plus $2.95 shipping.” This is a great type of offer that can work great with Facebook. The whole goal here is to get that person into your process, system, and funnel.
Have you seen this? “One tip of a flat belly: cut down three pounds of your belly every week by simply using this one weird old tip.” Mike Geary is one of the guys that originally coined it, but tons of people use a different version of this. Do you want to know why they use it? Because it works. We’re still seeing a version of this coming up. Just the other day, I saw a version of this with another company.
Notice those landing pages I was just showing you. A lot of those had a similar theme going – they had a specific, something that you can really grab onto: “one thing.” Notice that’s also the question I had for you at the end: “What’s the one thing that really will make you be successful with Facebook?” Be specific.
Think of whatever you want to have happen – your ultimate goal. With Facebook, sometimes, you have to think about, “What can I put in front of that? What can I add as a stepping stone to build instant rapport?” Maybe it’s a testimonial video. Maybe you don’t have to have a super complex funnel.
For example, I had a client who had a $3000 webinar. I wasn’t excited about the landing page they wanted to drive traffic to. I didn’t like it. I didn’t think it would convert very well with Facebook. They weren’t creating a lot of content at the time.
I said, “Do you have any good testimonial videos?”
“Yes, I have a really good one.”
“Send me that.”
He sends me that. We add a little lower third on the bottom of it that says, “Click the link in this post to register for a webinar.” Boom! He didn’t have to change anything. It wasn’t the most ideal thing I wanted to do, but it’s something that they had, and it works. ROI is basically two to one.
Once people see that in the News Feed, they’re seeing a testimonial, a third party. It’s not a professional video or anything – well, it kind of is, but he’s not at the end of it. There’s no transition. It’s just a testimonial video. We added a lower third on it, and in the post, we added some copy that said what they’re going to learn in the webinar. The point is, what can you add in front? With Robert’s couple’s photography, we’re adding a step there.
Just wanted to show you guys the Audience Insights tool in Facebook. The main two purposes of this are target audience research, namely, analysis of your target audience and affinity research. It shows you different likes, interests and behavior of your target demographic. You can put existing fan pages on here. You need to have a certain amount of fans in order to take advantage of the “Page Like” data swho up so don’t get discouraged if this doesn’t show up for you. The way to get around that is to find a competitor that has a lot more fans than you do.
We have been using the Graph search tool quite a bit and those give us similar data as to what we are using here. You can find out things such as purchase data, age, gender, how much their house is worth and all other kinds of rich data points.
- 00:05 – What You Will Learn Today
- 00:17 – How To Find Audience Insights on Facebook
- 00:52 – Facebook’s “Choose an Audience to Start”
- 01:29 – Purpose of Audience Insights
- 04:30 – Find A Competitor To Learn What Pages Their Audiences Like
- 06:05 – Create Audiences To Save In Your Power Editor
- 10:56 – Workaround For Custom Audience If You Don’t Have Enough Page Likes
- 13:30 – Start A Google Docs Spreadsheet With All Potential Categories and Interest
- Create target audiences for Facebook [Click To Tweet]
- Facebook Audience Insights’ Hacks [Click To Tweet]
Transcription coming soon…Read More
I finally finished my book – Ultimate Guide to Facebook Advertising. It’s coming out on Amazon, Kindle and Barnes and Noble this October, 2014. It has 88,000 words over 200 screen shots about all kinds of essential information and strategies if you want to advertise on Facebook.
We’re still in the tail end of the FB ads Consultant Program which we are doing in tandem with Perry Marshall.
Coming this September, we’ll be having a local, small 1-2 day event where you can learn from me in person so be on the lookout for updates and invitations for this. You’ll be learning lots of insider strategies and get personal attention and guidance from me in a workshop style environment. I’ll limit the number of seats and it will be very affordable as well.Read More
How to deliver well-targeted content to your fans and turn them into customers WITHOUT paying “Facebook Stupidity Tax”
- 00:01 – Keith on the “Facebook Stupidity Tax”
- 00:57 – Two Strategies to Get Likes (That Don’t Work)
- 01:54 – Fans vs. Customers
- 03:19 – Targeting Capabilities
- 04:19 – How Well It Works
- 05:29 – Track EVERYTHING
- 06:19 – Consistent Growth of Page Likes
- 07:04 – Non-Targeted Fan Bases
- 07:40 – Driving Content to Targeted Fans
- 09:04 – Use Smart Strategies
- 09:44 – High Value, Low Budget
- 10:19 – Don’t Pay Facebook!
- “Facebook Fraud or Facebook stupidity Tax?→ “[Click To Tweet]
Keith Kranc offers a video response to Veritasium’s YouTube video “Facebook Fraud.” In it, he explains why some of the things that veritasium criticizes actually amount to a waste of money. There are definitely more than just two ways to obtain likes. Watch this video to learn how to legitimately earn likes and attract fans and customers without paying a Facebook “stupidity tax.”
Hey this is Keith Kranc and I like to talk about a video that’s going around the internet right now called “Facebook Fraud”. This is a video done by “Veritasium” and it was a very well done video but I want to talk about a few things in this video that we call in kind of the Facebook insider circle as “Facebook Stupidity Tax”.
This is a phrase that Perry Marshall kind of originally coined a few years back talking about “Google stupidity tax” and what this is when people use strategies that unknowingly are strategies that end up kind of throwing money down the toilet and the examples in case that he use in this video are doing exactly that. Now I’m going to make a few points and I’m going to touch on some of the great points he made in this video and why they’re true and they have definitely cause an issue and how can you kind of help get around that and help alleviate those problems if that has happened to you and you got a page that’s kind of set up that will touch on that at the end of this video at this second here.
First of all, he talks about two strategies to get more likes to your Facebook page. And he says one strategy is using click farms which they didn’t do in this case and the other strategy is to use Facebook’s page like suggested tool. First of all those are not the only two strategies to get page likes, those two strategies fall under the category of “Facebook Stupidity Tax”. Those are strategies we have never ever thought in the last 3, 4, 5 years we’ve been running Facebook ads and teaching Facebook ads. What we teach is when you want to build fans, yes there are fan generating campaigns that you can do, you know click like if you love golf or something like that, as long as it is highly targeted, you can build a very large fan base, very highly targeted and loyal fan base that you can eventually sell products too and stuff but that’s one tiny little strategy and that’s completely really beside the whole point. If you have a business, if you’re an entrepreneur, if you’re looking to start a business, looking to grow your business, if you have a brand, you can’t be thinking about getting fans, how many fans you have. You have to think about how many new customers can I get, how many new subscribers can I get, how can I sue Facebook to put a dollar in and pull $2 or pull out a $1.50, or put a dollar in and pull out $5 or $10? This is how you want to be thinking if you have business and this is what we are doing right now. Yes there’s a lot of business out there that are not doing this, getting fans should be a collateral benefit. Yes there are fan generating campaigns you can do or you can build fans and you can build new subscribers and you can build customers kind of all simultaneously, but as I will show you here in a second, it’s not about building fans and if you do this right, you have gold mine that’s something never really been around, really been available to a business, the average business without a huge advertising budget, the targeting capabilities are something we’ve never really had before or we can target base on their likes and interesting whether at offline spending, stuff like that.
But let’s take a look what I mean here. You think about running campaigns like this where you reach a hundred thousand people with the reach, 5,000 clicks, 2,800 conversions; these are new subscribers’ okay, .36c per conversion. So a thousand dollar spent, 2,887 new leads and tons and tons of new fans along the way, okay? Things like this, spending $500 and getting 555 new leads that a percentage of those turn into new customer. Oh yeah, and by the way right below that 555 leads is 454 new page likes Do you think those people are targeted? These are not click farms, these are not using Facebook suggested page like strategy, these are you taking control of your business and targeting your exact ideal target audience and turning them into subscribers and fans, and eventually customers. In this situation, look at this, 44,000 fan page, no ads and people buying t-shirts right off their Facebook page, this is small amount. So there are people out there making $10,000, $20,000, $30,000 a month just building up a fan base of targeted fans and selling small product services, t-shorts to those new fans.
This is what I’m talking about. “I’ve never seen a more simple way to build up a fan base of people that you know like a certain topic. We have over 11,000 very active fans, yes they don’t have a million fans but they’re very targeted because they use the right strategies instead of the wrong strategies like they use in that video. I was amazed at how the first time we posted a product for sale, our fans scooped it up. This told me that we were doing something right. The best part about it is we spent about $400 building our fan base and we made thousands of dollars from this ad spend.” Or this one from Justin, an email to me. “Hey we did $1.2 million in our recent launch. 12,000 of those opt-ins, so the leads came from Facebook ads at an average of $1.00 per opt in.”
What you need to be thinking about is if you’re running Facebook ads, you need to be looking at reports like this and looking at tracking, we track everything okay? This is the kind of reports you can look at if you’re not running into Facebook stupidity tax. You can literally track things like “Cost per Add to Cart”, “Cost per Registration”, “Cost per Lead”, the amount of leads and amount of sales. To always track the amount of fans, engagement and reaching all those types of things which we do but those things are benefits. You can track cost of $4 to get a new customer, a customer needs 74c to get a registration, in this case $1.63 to get a new lead. You can track all this stuff in Facebook and if you’re doing Facebook ads right, you’re looking at those measurable. You’re not doing stupid tactics like Keith talks about in this video.
So if you look back, in this page alone here is, this is the actual Facebook page. They only got 9,000 fans but if you look in here, they had about 1,000 back in November but when the Facebook ads started running and in the Facebook ads all we’re doing is basically promoting some existing high value content, they do videos on their blog and driving traffic to a great free content and then they can move in to a funnel and eventually sell a product through service. But you see this, this the page likes, consistently going up, consistently going up, and consistently going up. These are highly targeted fans, okay? Not fans that Facebook just picked out of the blue, these are fans that we have control of and yes, you can have control of this Facebook.
I want to touch on a couple of points he made in that video that some people might have already got their selves in trouble with. If you’ve already build up a huge fan base of fans in other countries that are not targeted, then yes he is absolutely right. What happens is you’re going to lose some of that organic reach because when you post a status update, if there’s a small amount of engagement based on the percentage of your fans, then they end up not showing that and they end up wanting you to advertise and its vicious cycle, definitely can be an issue. So if you’re in that boat already, a couple of things that you can do, first of all, one little tip that you can do is if you go to your Facebook page and you’re going to make a status update or a post for example “I love my fans” then you can do, you can go to this little target thing right here and you can target those that post a d you can add targeting and you can just add your own country like location here, English speaking only if that’s your language, United States or Canada, whatever you’re kind of countries are you can add those right up here So then it will much more targeted to begin with. Yes you can still have issues with a lot of those fans that are not targeted and they are within your country, that’s really, really going to help but like I said before, what you can do is as if you want to get your post out, yes you might have to spend a little money, and Facebook, they’re not showing business pages put like they sued to anymore, just the name of the game, you have to pay the play a little bit but if it cost you $5, $6, $7 to get your message out to all of your existing fans or all of your highly targeted fans that you want to see your message, and maybe some of those are fans that are not real true fans but it will only cost you $5 or $10, is it worth it? My opinion of this is because specially if you put up great systems on your website to turn those visitors into leads and the subscribers and a lot of the strategies that we talked about in our other trainings, yes you can have an issue there. First of all though, if you don’t have that problem just don’t do those strategies. Do the things that we teach, do the smart fan building strategies or use your Facebook page to promote or amplify your high value content. If you have high value content and you’re amplifying that with Facebook, you’re going to get a lot of fans, they’re going to like your page and they’re all going to be very targeted and they’re going to be loyal fans and you can always have systems in place to build a relationship with them and move them back into your email list or you customer database or into your business if you’re breaking more to business. But you need to think about Facebook as a tool to get your business out in front of your exact ideal target audience because the targeting is so unbelievably amazing and then have high value content and then have systems to move those folks into your kind of sales process, become hotter leads, eventually customers and then returning customers. Facebook’s great for that if you know how to run, re-targeting that or fan only ads, and these are really, you can have really, really low budgets doing this kind of stuff.
So please, don’t pay Facebook, it’s Facebook’s stupidity tax. Learn how to do the right strategies, take control of your business, tap into Facebook, don’t be afraid, don’t run away from Facebook unless you have a business that you don’t want to grow. If you have a business that you want to grow, separate from your competition a little bit, then you need to get through this frustrations and start tapping into this because this is something that’s never been around and a hundred years of commerce, it’s like TV advertising back in the 1950’s except you don’t need $20,000 to do a TV by or radio by, you can actually get in front of them for 20, 30, 40, 50 cents at a time.
So it’s really powerful so please just learn how to do it right, don’t get frustrated and I’ll talk to you soon.
Learn How to Utilize Facebook’s Brand New Secret Weapon to Deliver Targeted Ads to Your Site Visitors
- 0:01 – Facebook’s Most Recent Enhancement
- 0:15 – What is Re-Marketing?
- 1:17 – How to Use Facebook Power Editor
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Watch as Keith Kranc of Dominate Web Media demonstrates how to use Facebook’s in-house re-marketing tool. The need for third-party apps for re-marketing is over. Facebook takes care of that itself now. Learn how to use this remarkable new tool that sends targeted ads to your visitors and create higher-converting invisible list.
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Hey this is Keith Kranc from Dominate Web Media and I’m super excited about Facebook’s most recent enhancement, okay? Facebook recently launched their own retargeting or remarketing platform.
I’m not going into detail too much what it is but basically what remarketing is if you don’t know what it is, it’s as if somebody lands on your website or your blog, the system, Facebook in this case or maybe AdRoll or Perfect audience or one of the other companies, well basically kind of leave a “cookie”. It’s a piece of a basic code on their browser. So when they leave your website and then go off to like weather.com or in this case maybe Facebook.com, you can now have an ad that shows up that’s only showing up to visitors that have visited your website, so we call it an “invisible list”. So it’s really, really cool and it’s the highest converting, relay type of ads you can never do.
So the point is Facebook now has their own. Instead of having a third party like AdRoll or Perfect audience where the ads sizes and placements are restricted, we can now do that with Facebook. So via Facebook’s power editor, I’m going to show you how to do it here, you can now do retargeting and have access to all the different ad formats like link post ads, video ads, image ads, Facebook offers, etc., etc. So let’s go ahead and take a look on how to do it.
In order to do this, you really need to be inside the power editor. If you don’t know how to download the power editor, you basically need to be in Google Chrome and on the left side of your ad manager, it’ll say power editor and you can just click on power editor and it’ll download it and then you’ll have access on power editor. I’ve got other trainings on the power editor that you can get access to in all my courses but right now. Once you’re in the power editor, basically what you do, and now remember this is a brand new system so this is going to be changing and I’ll be providing updates to this but I just want to get this alter and you know. Basically, you go down here and you go to “Create Audience” and now you’re going to “Custom Audience”. So what you’re going to do is you’re going to basically create custom retargeting audiences. See how it says “Custom Audience from your Website”?
Now, if you don’t have this option available yet, don’t worry, you will soon, it’s just haven’t rolled out to you yet. So what you’re going to do now is you’re going to hit, you’re going to click this, and then it just says “Remarketing is a tactic for identifying people who took specific action to your website” etc., etc. And what you’re going to have to do is you’re going to have to check tick box and then you’re going to have to “Create Web Remarketing Pixel”. So, this is the pixel of those in your website. So I’m going to click on “Create Web Remarketing Pixel”. Now, ”Copy the code below and paste it between the head and the head in the webpage where you want to track conversion.” Now, what you do is you copy this code, okay, copy and then that, you’re going to give that to your developer and if you have a spot, if you have a WordPress site or certain types of sites, you should be able to put it where it goes “Site Wide” and then you’ll want to put this pixel there so it goes out to the entire site, you can also put on specific individual pages too. And so now, we’re going to hit “Create Audience”. Now what you can do is you can just go ahead and name your audience. I can name something like, this isn’t my ad account here, this is another test account that we use, but I could put something like “Dominate Web Media Entire Site”. And then like you can put a description there and then I can put the URL here, so I could put “http://www.dominatewebmedia.com”. What I could do here is I could put URL, domain or path and if I wanted to I could select domain and so I’ve got the whole domain in here and then I’m going to go ahead and put “Contains Any”. What this is, is like you basically you kind of create your list. So I’m going to keep it on “Contains Any” and in the “Last 30 days”. I can change this from basically 0 to 180 days, 180 days is the max which means if somebody visited my site 170 days ago, well from today, it doesn’t go backwards, from here on, they’re going to start tracking visitors. If I put 180 days in here that means I can be tracking visitors over the next 6 months, the next 5 months, and not doing anything and then 5 months from now I can create an ad campaign that shows only to the people who have visited over the past 5 months. I can set this any time I want and now what I can do is I can, you can get creative here, you can create different lists.
For example, you want to create a list, a separate list for your landing, for your thank you page. If you have an opt in like an offer, and then on the thank you page you want to create a list inside here, so you’re tracking visitors that land on that thank you page. You might run a campaign targeting visitors who landed on your blog but did not, but you’re not going to target people that landed on the thank you page. I’m not going into details on how to create a campaign here because this is so brand new, I’m not even collecting visitors yet but I’ll be making an update to this, don’t worry. You can create multiple list, so you can create a list that track visitors that land on your thank you page after they opt in for free offer, you can track visitors that land on the sales confirmation page.
So when you’re setting up your ad campaigns, I can say I want to target everybody that visited dominatewebmedia.com and I want to exclude everybody that landed on dominatewebmedia.com/facebookchecklistthankyou or something like that then I know the only people that will going to see this are the ones who visited my blog but the ones who visited my thank you page, so that means if you already opted in, they’re not going to see this, it’s going to exclude those visitors. So it’s really smart and you can set up a lot of smart types of campaigns which I’m not going into in to this video, I just want to make this as an intro video so you can get at least the pixel upon your site starting tracking visitors. Put it on your site and check the next day. If it’s not adding visitors, then you probably did something wrong, maybe you put the pixel on the wrong part of your site or something like that.
Like I said I’ll have more updates later but get the pixel installed, start creating some list on your main core website, on your landing pages, on your thank you pages so that way you’re ready to go and you’re ready to start running some campaigns in a month or two, in a few days from now, alright?
Hope that was helpful, talk to you soon. If you want to get more training, make sure you click on one of the links or opt in on this page so you can get a lot more trainings on Facebook and Facebook Ads. Talk to you soon and have a great day.