Facebook ADS for selling ebooks on Gumroad (6)

Hi all,

I run a successful website that sells music education ebooks.

The main traffic source is SEO, now I want to scale up the whole thing and I wonder if Facebook could be a good traffic source.

The selling platform I use is Gumroad, I've already set up the FB Pixel and I can see the conversions on Business Manager.

I've done some "Promoting post" ads and I've got some nice results.

Do you have some suggestions/guide/case studies for this topic?

Thanks a lot

Hi there, Facebook is great for your needs. In the last 10 years I used FB ads in order to sell courses and ebooks and it did just great. Now FB is a little bit more complicated because all the EU regulations regarding marketing and communications.

For example few years ago you could use a headline as:"Do you want to learn to sing? Than check out this ebook" (Stupid example just for the sake of the example).

Now you can't use this kind of hook because EU privacy law. You can't assume someone want's to be fit and so on. So you have to be more creative.
Also the recent updates to the iphone Os in terms of privacy are making the situation more complicated but yes, you should try it.

If you have any questions, please just ask.

Originally Posted by martinbe

Hi there, Facebook is great for your needs. In the last 10 years I used FB ads in order to sell courses and ebooks and it did just great. Now FB is a little bit more complicated because all the EU regulations regarding marketing and communications.

For example few years ago you could use a headline as:"Do you want to learn to sing? Than check out this ebook" (Stupid example just for the sake of the example).

Now you can't use this kind of hook because EU privacy law. You can't assume someone want's to be fit and so on. So you have to be more creative.
Also the recent updates to the iphone Os in terms of privacy are making the situation more complicated but yes, you should try it.

If you have any questions, please just ask.

Hi man, I'll try to give you my best advice but keep in mind, as you said, all is changing very quick and there are many other experts out there so take out of what I'm saying whats sounds more reasonable to you and your situation.

Targeting

Assuming you have a website, you should and I think you already put a Fb Pixel on your site.
Now very important thing, we need to track users not from all of your web site but from each of your products.

Why is that?

Let's say you have 3 users:
- User A visits the Home Page and than goes to the fitness ebooks
- User B visits directly the music ebooks
- User C visits the pricing page

Now you have an amazing opportunity to track these users and send to each one a retargeting offer:

- User A will receive retargeting campaigns about Fitness
- User B will receive retargeting campaigns about Music tips and ebooks
- User C will receive special promo code for his first purchase on your web site

You can tweak this even to a deeper level:

- If User A visited the fitness page AND the pricing page you will retarget him with special fitness promo code ebook.

Does this make sense to you? I hope you can see the potential.

Regarding your email list, yes, you can create a lookalike audience which is small but still it's there so it's ok. You can also exclude from your campaign this audience.

Using your mailing can be very interesting for some creative thinking, example:

- Send a mailing to your 1200 users with 3 articles: one speaks about the best new fitness ebook, one about the best music ebook, the third about the best cooking ebook.

You see where I'm going?

You will than retarget those users as I explained before and you will virtually know who of your users likes what. Beside that, you have to monitor the stats on your websites and see, which pages are the most visited after you send the campaign from your mailing. You will know than, which topic is the most important for the users of your mailing list.

This is just the top of the iceberg we are talking about but I think it can be a good starting point.

Conversion

Yes, trust Fb, it's in their interest to give you results so you continue to spend. What I do not like about that strategy is that you rely completely on Gumroad. I suggest to start builging your own website and integrate Gumroad into that: https://help.gumroad.com/article/140-gumroad-wordpress

This way you will have more control on your users preferences and give them what they are most looking for.


Funnel
Make your 12K fast giving away not a free pdf but make a flash sale of one of your best selling ebooks. Make it Just 1 dollar for 24 hours. This techniques usually creates a very fast cashflow and populate your mailing list very fast. I'm not a big fan o the free content because people sign up but never read the content. They do not give him enough value because, let's be true, these free pdf, almost always don't have any real value.

Give them something really valuable, show them that the discount is real. Take a screenshot of your store and show them it's really 25 dollars and ONLY if you subscribe now, you will get it for 1 dollar. Give them the link to the store so they can see the product is really sold for 25 dollars.

Than yes, use the back end for other offers "Value Ladder" technique.

May I ask which country are you in and what are the ebooks about? If you feel like you need a help auditing your site (but maybe you are already an expert, i do not know, just asking) send me the link to your site and I'll see if I can give you some advice on SEO improvement. Feel free to accept this offer or not.

I'm just trying to help.

Originally Posted by martinbe

Hi man, I'll try to give you my best advice but keep in mind, as you said, all is changing very quick and there are many other experts out there so take out of what I'm saying whats sounds more reasonable to you and your situation.

Targeting

Assuming you have a website, you should and I think you already put a Fb Pixel on your site.
Now very important thing, we need to track users not from all of your web site but from each of your products.

Why is that?

Let's say you have 3 users:
- User A visits the Home Page and than goes to the fitness ebooks
- User B visits directly the music ebooks
- User C visits the pricing page

Now you have an amazing opportunity to track these users and send to each one a retargeting offer:

- User A will receive retargeting campaigns about Fitness
- User B will receive retargeting campaigns about Music tips and ebooks
- User C will receive special promo code for his first purchase on your web site

You can tweak this even to a deeper level:

- If User A visited the fitness page AND the pricing page you will retarget him with special fitness promo code ebook.

Does this make sense to you? I hope you can see the potential.

Regarding your email list, yes, you can create a lookalike audience which is small but still it's there so it's ok. You can also exclude from your campaign this audience.

Using your mailing can be very interesting for some creative thinking, example:

- Send a mailing to your 1200 users with 3 articles: one speaks about the best new fitness ebook, one about the best music ebook, the third about the best cooking ebook.

You see where I'm going?

You will than retarget those users as I explained before and you will virtually know who of your users likes what. Beside that, you have to monitor the stats on your websites and see, which pages are the most visited after you send the campaign from your mailing. You will know than, which topic is the most important for the users of your mailing list.

This is just the top of the iceberg we are talking about but I think it can be a good starting point.

Conversion

Yes, trust Fb, it's in their interest to give you results so you continue to spend. What I do not like about that strategy is that you rely completely on Gumroad. I suggest to start builging your own website and integrate Gumroad into that: https://help.gumroad.com/article/140-gumroad-wordpress

This way you will have more control on your users preferences and give them what they are most looking for.


Funnel
Make your 12K fast giving away not a free pdf but make a flash sale of one of your best selling ebooks. Make it Just 1 dollar for 24 hours. This techniques usually creates a very fast cashflow and populate your mailing list very fast. I'm not a big fan o the free content because people sign up but never read the content. They do not give him enough value because, let's be true, these free pdf, almost always don't have any real value.

Give them something really valuable, show them that the discount is real. Take a screenshot of your store and show them it's really 25 dollars and ONLY if you subscribe now, you will get it for 1 dollar. Give them the link to the store so they can see the product is really sold for 25 dollars.

Than yes, use the back end for other offers "Value Ladder" technique.

May I ask which country are you in and what are the ebooks about? If you feel like you need a help auditing your site (but maybe you are already an expert, i do not know, just asking) send me the link to your site and I'll see if I can give you some advice on SEO improvement. Feel free to accept this offer or not.

I'm just trying to help.