Facebook Bizop Clickbank Lead Gen > Kick Ass Funnel (34)
Hey Guys,
This is my first post and it's probably going to be a long one. So just to give you an idea what i'm doing for your best help I will give you a brief overview of my last business. I was a copywriter and did all of the promotions. I would write the promotions, emails and manage systems. My partner did all of the traffic generation but he died recently.
First we would choose a market that we wanted to get into that we knew was ripe to build an actual business in. (Technically a very well structured funnel is a business) We would then pay a professional to be our brain for that market. So for example when we decided to get into the financial management niche we paid a lawyer $2,500 up front to let us soak up all of the most fundamental and important information about that niche.
Me being the copywriter I was striking gold with these $500 X 5 hour conversations with a lot of valuable information I could leverage for promotions etc.
We designed a marketing funnel that sold multiple high-end affiliate products to the finance management niche. We gave a way a lot of actionable information in the form of lead magnets based on the conversations we had with lawyers for FREE. We would sell these $1,500 affiliate products and segment our lists accordingly based on the user and what they purchased.
We then segmented all of our subscribers within Aweber by geo location. We would call professionals in different cities that resided in the areas of most of our subscriber base. 30 days after I did a promotion for a $1,500 affiliate product I made 8 deals with 8 different lawyers in those cities via telephone. Each was willing to pay roughly $1,100 per lead that came from my list considering my lead quality. A client to a lawyer has a $13,000 annual life time value to them on average.
You can imagine the numbers we did from a list of 723 buyers of $1,500 products who trusted us.
Now my goal is to get Facebook really solid as far as my main traffic source for lead gen. I will be driving traffic in the bizop/business marketing niche to a funnel that i have designed that promotes 4 clickbank products in the range of $197 - $575 pay outs. I will of course do JV's and sell licensing later on as well once I build out the list.
My funnel process will be
Facebook (newsfeed links/image posts) >Sqz Pg > Funnel
Forgive the lengthy intro I just wanted to give you higher level guys reading this the goal of my new business based on Facebook so you could accurately critique my Facebook campaigns.
Okay so onto the meat....
Problem #1 I'm running into is this.....
It's 10:40 PM New York time and I have been running these campaigns for almost 24 hours and the budget has not been spent fully.
What you see is a bulk test here.
I am testing different demographics and interests sending all variations to 2 advertisements shown here..
These ads are link ads on my fan page here....
Below these link post ads are my page post ads They're long but as you can tell there's a link at the top of the post and the bottom of the post.
I'm not yet running the page post ads just the link ads. I wrote 10 long page posts to provide engaging content while being a lead gen piece.
I have 6 audiences that I am testing currently against these 2 link ads.
Any recommendations from you guys on my and not getting traffic and my general set up would be greatly helpful.
I will go back over and make the necessary changes to my campaign structure based on Zeno's Facebook sticky.
Looking forward to masterminding with you guys and learning from each other.
Someone also recommended "splash post" for lead gen as well. I will look into that as well.
Hey mate!
Firstly, very impressive strategy you have! Most people would of stopped at the point where you paid $2500 to learn from a lawyer.
I can't make out most images that you posted, they are too small. Make sure you uncheck "Retrieve remote file and reference locally" when you upload an image.
Completely agree with Mr Green - sounds like a great bit of biz design.
As far as your traffic woes - what's your bidding setup at the moment? Your audiences seem reasonably-sized, so it might be a case of needing higher bids initially.
Nice strategy and ideas.
I'd echo the above, raise your bids to get better placement and if your ads are strong enough the CPC will lower on it's own..
Also, try running a test on a smaller, laser targeted demo.. like a certain type of marketer you are trying to appeal to.. maybe with a demo of a couple of hundred K. You might get better click throughs..
Hello Mr. G
Thank you greatly for your reply. Things are very difficult at the moment but your help is greatly appreciated. The only time I have the "Retrieve remote file and reference locally" option is for uploading images via URL but I am uploading from my computer and I have messed around with trying to get the images larger but cannot figure out how.
Originally Posted by caurmen
ad 1- Post engagements= 0 Reach= 217 Frequency= 1.00 Clicks= 3 CTR= 1.382% Max bid $0.25 Avg. price = $0.24
ad 2- Post engagements= 6 Reach= 850 Frequency= 1.00 Clicks= 8 CTR= 0.938% Max bid $0.25 Avg. price = $0.23
ad 3- Post engagements= 5 Reach= 868 Frequency= 1.00 Clicks= 8 CTR= 0.920% Max bid $0.25 Avg. price = $0.24
ad 4- Post engagements= 1 Reach= 124 Frequency= 1.00 Clicks= 1 CTR= 0.806% Max bid $0.25 Avg. price = $0.25
ad 5- Post engagements= 2 Reach= 393 Frequency= 1.00 Clicks= 2 CTR= 0.508% Max bid $0.25 Avg. price = $0.25
Should I still up my bids or switch to OCPM maybe? I'm confused which way to go. Should I just take these 2 creatives and test different demographic sizes as mentioned by "dynamicsoul" and different biddinf options?
I understand how to split-test but which metrics should I focus on First? CTR, Reach....
It would make things easier If FB would actually spend my budget of $75/day instead of $4/day
Okay guys out of the 15 campaigns i took the top 5 ads i listed above and placed them on Ocpm with a $5/day budget for each campaign.
Each ad is it's own campaign.
Are you paying for website click adverts? Also, looked again at top examples, do you not use the call to action buttons? Learn more is probably a good one..
Image uploading is fixed now - if you upload an image it will appear at its original size.
Originally Posted by dynamicsoul
Originally Posted by caurmen
If you set the campaign as clicks to website and not page post engagement (in power editor), then you get the option of CTAs on link ads...
But I wouldn't adjust your campaigns once their active, or FB will mess them up..
Originally Posted by dynamicsoul
I'm lost?
You don't have to be in the sidebar.. with those posts you can select then to display anywhere you want..
http://prntscr.com/3cdo0b
Originally Posted by dynamicsoul
Yah you can use "Page Link Posts" for this - basically make an unpublished link post that goes offsite but has an image attached > displays in newsfeed.
Also, your traffic is/was low because your CPC bid was far too low. Think more like $0.50-$1.50 to get in the newsfeed. oCPM with default bids will get you volume and hit your budget but you will have to test CPC vs oCPM bidding to see what gives you higher ROI, there is no generalisation here.
Originally Posted by zeno
I went over your Facebook guide about 3 times and I restructured my campaigns accordingly. I will attach images to that post specific so others can view.
I switched my bidding from CPC to OCPM 8 hours ago. Each ad/campaign has a target audience of 680,000 - 8,000,000. I'm still only seeing 800-900 impressions for each of the 5 ads.
Oops!
i guess there's a lag time because my budget has been fully spent for the day. I guess it's on to optimization and more testing.
Alright so I spent my 5 campaign X $5/day budget and here are the results starting with the campaign level.
And here at the ad set level.
Lastly at the ad level.
@Zeno
I am not done restructuring my campaigns as instructed by Zeno in his FB campaign structure guide. But tomorrow will definitely apply to a T what you described in your campaign structure thread based on the pix i posted.
Here are the initial results based on my low CPC bid to my opt for OCPM.
Problem is I don't necessarily know what I'm looking at as far as conversions etc.
All i see is clicks. I went to check aweber and nothing no subscribers. My pixels are all in place that's for sure i've checked that 20 times. I was thinking of switching from my current ad setup (link post ad > "page post engagement") to (link post ad > "clicks to website") Would this allow me to laser target metrics to the single action of just determining what my conversions are? Instead of seeing all the actions in page post engagement like post likes, page likes etc.?
Example:
In the ad performance section of the actual ad it says "actions"
So the 7 website clicks are the clicks to my squeeze page right?
I know how to get the traffic in so now all i need to do is figure out what the numbers mean so I know what and how to optimize.
I appreciate your guys feedback on this and greatly hope this campaign can become a very valuable follow along for others .
The page post engagement vs clicks to website objectives might change how oCPM delivers ads initially (and the audience) but other than that only change whats displayed in the stats. Don't use these though - go to the reports section and customise it to display website clicks and relevant actions then save the report format. The stats in the ads view aren't ideal for number crunching.
Also, website clicks are indeed clicks to your squeeze page i.e. clicks on the image that send people offsite.
If I was you I would make a custom audience for users who have clicked your ad so that you can use lookalike audiences later. To do this, go to advert tools > audiences in power editor. Hit create audience > custom audience > custom audience for your website > yes blah > enter a name like "X campaign ad clickers, save for 180 days, click people visiting specific pages and then you want to add a filter that identifies your squeeze page. Whatever the URL of this squeeze page is, add a URL / contains any filter that will only identify this campaigns squeeze pages. E.g. "mydomain.com/squeezes/". Save. Now click the "View custom audience pixel" link and paste this pixel into your lander. FYI this pixel is universal for your account so you can place it everywhere but it will only add people to your audience lists when there is a matching rule, e.g. the one you just made.
Now, on to your ads. IMO you're paying too much for engagements and clicks, which is partly because your ad CTRs are on the low side and there is a high like/share ratio rather than clicks. Of course your backend offer may have a high ticket price but we really need to get people into the funnel first right? I would add a "Click to find out the truth" or something line into the image, and in the ad copy don't be shy about telling people to click to learn more. People will like things because they can but when you tell them to click things... strangely enough they tend to do it!
Okay so I made some serious head way today.
@ Zeno I restructured my entire campaign set up from my post #7 here >http://stmforum.com/forum/showthread...264#post147264
Here I made a list of my audiences that I wanted to target based on age range and interests. This setup helps me manage this much easier.
As you can see I'm targeting 2 age groups 18-25 and 25-30. I'm going to test in age groups of 5 year splits but for starters and simplicity here I will start with 18-25 & 25-30. The interests are listed as part of the audience name. I also created a custom audience which I am still learning how works. I'm guessing you suggested Zeno to create this custom audience so I can retarget the website clickers with ad variations so I can see which angle etc. works with the audiences?
I then created 1 campaign per audience.
Here I made 4 ad sets per campaign
To really get granular on KPI's I am going to be testing 3 phases of 4 ad sets. Considering image is the most important ad success determining factor phase 1 will be image. Phase 2 will be headline and phase 3 will be body copy.
I also have 7 very good ad pictures i'm going to be using that are super relevant to my market and my marketing theme.
Each ad will get 4 body copy variations leaving me with 28 variables to test down the road. I will also test headline variables in the actual page post ad and page link ad as well.
So considering I have 6 campaigns X 4 ad sets each for the first wave of testing I was thinking putting my foot on the gas pedal and testing all 24 ads @ $5/day just to get some metrics in and fail faster to see what DOESNT work.
Do you think $120 a day is unnecessary for testing?
Or would all of those ads somehow compete against each other and scew my metrics? Each campaign is targeting somewhat drastically different demographic segments so it shouldn't be a problem right?
I would like to just mass test initially. Any thoughts before i rip this baby open?
Oh yes and the ads will be unpublished page link ads using OCPM with "clicks to website" objective instead of "post engagement"
If you've got the budget, failing faster is the way to go. You should get a very good idea of what's working, at least on the CTR end of things, and hopefully you'll start to get some idea of what's working for opt-ins too.
What's the lifetime value of an opt-in for you? That'll help determine statistical significance on conversions from these ads.
Brand new niche and completely new campaigns. I'll have to get the LV metric later.
Looks like a great start. Definitely test images first. If hitting completely different audiences then there's no reason not to run them all at the same time - in fact that's a better test.
Regarding the custom audience, what I would do is label the clickers and converters if possible so that you can later make a lookalike audience - i.e. let FB look at the say 500 people who have completed the action you want and make a new audience of similar people. You can then target that audience and still split by age, gender, etc. It's one way of scaling.
Hey guys just ran into a road block today doing my best to set up the 24 campaigns. The stuff is super tedious no doubt but How do I delete an unpublished post I created? I created quite a few in the process of trying to get the picture right and actually uploading it as an unpublished post.
Problem is that these posts are still a choosable option when wanting to create a new unpublished post. I just want to delete the ones I'm not using anymore but totally lost. This should be so simple right?
Go to power editor. In the top left where your account is shown click and select manage pages. Find the page > shows a list of page posts > click an unpublished one then hit delete on ya keyboard. :-)
Okay so I did this.
I clicked on manage pages and I selected the page I'm working with. Only thing is there are no unpublished posts on my timeline. The only unpublished posts are still in the drop down menu in power editor when making a new ad.
Download to power editor > pages > select the appropriate page to force a sync of it's data. Any unpublished posts will have a blue crescent symbol next to them.
Okay So I gathered some data. The Metrics may be a little off because of ads getting disapproved in the middle of the day and what not.
The problem I'm having is not totally understanding what's going on with my conversion metrics in Facebook. I am seeing multiple conversions and clicks as well as leads generated but not seeing anything in Aweber. I know all of my pixels are on my thank you page and my custom audience pixel is on my landing page. Everything is working fine in that department at least it should be.
I'm also somewhat on stuck on what to do with all of the data I have accumulated over the past 2 days. I have spent $133 on testing and was wondering based on the data that I have gathered whether or not I can make a sound decision on which way to move forward with optimizing my campaigns.
I also had 2 ads disapproved with Facebook 2 times. I edited the first disapproval and then edited them after their second disapproval. They got disapproved even after I made sure the text was at 20% with their grid tool. I emailed them just in case letting them know the situation. Such as me being new to Facebook and making sure before hand that I have taken action based on their disapproval to adjust the text.
I'm hoping someone can help me make sense of all this data. I know how to generate reports etc. but I just don't know which reports to generate and what to look at for the most part.
Your'e going to have to manually place all of the links in the browser I believe. They are on my blog so I can control the size of the pix.
This is my campaigns overview in my ads manager.
http://avidgrowth.com/campaigns-overview-ad-manager/
As you can see I'm targeting 2 different age groups. ages 18-25 and ages 25-30. I am targeting 3 different interest variations per agr group for a total of 6 campaigns.
Here is a link to my audiences. Each image is clickable so you can zoom in.
http://avidgrowth.com/audiences/
Now the question here is this. I was thinking since audience (3) got the most clicks I should focus my attention there?
Okay so next each campaign you see here has 4 ad sets attached to each campaign for a total of 24 ad sets with 1 ad per ad set.
http://avidgrowth.com/ad-sets/
and here are all 24 ads
http://avidgrowth.com/ads/
I hope that's enough data for you guys to make confident and accurate decisions. If not I will upload more.
Now onto my conversions which I'm totally lost with.
here are the leads I supposedly accumulated over the 2 days.
http://avidgrowth.com/leads/
and here are some more ad metrics
http://avidgrowth.com/more-metrics/
no subscribers in aweber...
http://avidgrowth.com/aweber/
please help!
just need some direction and I will get the S*** Done!!
you guys rock and thank you so much for the support.
Oh and 1 last thing. Even my custom audience is not adding up. I placed my custom audience pixel on the landing pages im using for my campaigns here and the number of the audience is only 40 people. I got way more clicks than that.
http://avidgrowth.com/custom-audience/
Your custom audience will update slowly and not accurately - click update to refresh audiences but don't expect a custom audience to show real time data.
Where have you placed the FB conversion pixel? The simple answer here would be that it's not tracking opt-ins but rather something else... so people are loading whatever page has your pixel but not opting-in. Or is the pixel in your autoresponder initial email?
It's hard to optimise from here since it's not clear whether you have got the actions you want yet or how much they are worth to you. Definitely add the Cost-per-action (leads) column to your reports.
Audience 3 seems to be your best apparent performer so I would focus on that. However, I would try some different targeting too - it's quite broad at the moment and may not really attack the audience you want, which I assume is people interested in internet marketing. To this end, I would target things like Warriror Forum, WSO, DigitalPoint, BHW and BlackHatWorld, and gurus like Frank Kern and every other annoying name in this space.
The FB pixel is on my thank you page.
You say it's hard to optimize because I don't have the necessary actions. Is that simply because this is lead gen. And all revenue is made later? And because I don't know how much a lead is worth to me yet?
I went broad initially to see what would stick where. I was thinking of dissecting audience (3) and targeting even more as you said.
Maybe make 6 sub campaigns from audience (3)?
I am also going to re run all 4 ads with audience (3) for every sub campaign I make to hopefully get my CTR above .90%.
Is .90% a decent CTR for audiences as broad as what I'm targeting now? I'm thinking CTR will only go up the more targeted I get. And do you think I should ever switch over to CPC?
Yes - no revenue up front = unknown CPA, though you might want to set your 'lead' or 'conversion' to be worth something so that the CPA column is meaningful.
So your FB pixel is on your thank you page that the visitor sees after opting in to your Aweber list? Very odd for these to be firing but no subscribers in Aweber... do they need to confirm i.e. double opt-in?
Regarding your CTR, 0.90% is quite low - I would veer toward more targeted audiences straight away if this is the CTR I was getting. The news feed is quite expensive so you will paying quite a lot per click.
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