The $10/Day Traffic ProgramJust $10 a Day! Yes, that’s right. I’m going show you how to setup a traffic system to drive cold traffic and convert them to repeat buyers
Step 1: Identifying Your Buying GroupsOk, so you have a specific offer and you want to send traffic to it. The most important step of an ad campaign is targeting the right buying groups. Your campaign will fail, if you target the wrong group of people. An Avatar is the profile of a certain type of person that buys your core products or services. An avatar is a bit more broad. At Inboundo, we have 4 different avatars for our business. For example, one of our avatar is a ‘marketing professional’. Someone that does marketing for a living as part of an internal marketing team. They are an employee and have a boss whom they report to. But if you are trying to sell a specific offer, then the marketing professional avatar is a bit too broad. Let’s say we are trying promote our SEO Audit checklist. Then we’ll need to get more specific. In order to correctly target the right audience, we would need to look into the ‘buying profiles’ of specific people within the marketing professional avatar that would need this tool. It’s a step deeper. Since it’s about SEO, then we would target SEO professionals, SEO specialist, SEO managers, CMO or director of marketing. These are all the people that can use this tool. Now we can speak directly to these people in our Ad copy, landing page copy, and email sequences. Please use the the buying profile Ad grid and customer avatar worksheet below to fill yours out. Resources: Buying Profile Ad Grid PDF
Step 2: Identifying Your HooksSo now that we’ve figured out who to target for our offer. The next step to to figure out what message and what hooks we would use to entice our target audience to click on our offer and ultimately buy our products/services. What is a hook? A hook is a marketing message we are going to use to sell our products. So how do we create the perfect hook? Remember that people don’t buy products or services… They buy outcomes. They buy the desired After state. Great marketers know how to use their marketing message to move their target audience from the Before state to a desired After state. Ok let’s get started. Before you create another offer for your products or services, you’ll need to complete the following 8 questions. Ask yourself these 8 questions…
- What does your prospect HAVE in the “Before” state? What does your prospect HAVE in the “After” state?
- How does your prospect FEEL in the “Before” state? How does your prospect FEEL in the “After” state?
- What is an AVERAGE DAY like for your prospect in the “Before” state? What is an AVERAGE DAY like for your prospect in the “After” state?
- What is your prospect’s STATUS in the “Before” state? What is your prospect’s STATUS in the “After” state?
- From HAVING a cold, hard bathtub to a warm, squishy bathtub.
- From FEELING scared and frustrated to confident and in control at bath time.
- From having an AVERAGE DAY with a terrible bath time experience to making bath time a breeze.
- From a STATUS of unappreciated as a mother to a “super mom.”
- “Bath time with your newborn doesn’t have to be a scary, frustrating experience.”
- “Say goodbye to bath time stress. You’ll actually enjoy bathing baby with this safe, comfortable bath tub.”
- “You’ll feel like Mother of the Year as your baby plays and bathes in the safety of this warm, soft bath tub.”
How much you can chargeWhat is the distance between the “Before” and desired “After” state? That distance is called VALUE. Want to charge more for your products and services? Simple — create a greater distance between the “Before” and desired “After” state by either:
- Creating a better product or service (better offer)
- Articulating the movement from “Before” to “After” differently or more clearly (better marketing.)
Step 3: Writing Segmented CopyUsing the buying profiles and hooks that you created from steps 1 and 2 above, you can start to write your Ad copy. You’ll basically match each hooks with it’s respective buying profiles. Then write specific copy that would resonate with each buying profiles based on the hooks. Your goal is to call out every buying profiles. It will allow you to test each hook with each buying profiles. If you don’t feel confident about writing Ad copies, then you can outsource this portion of the campaign. Here’s an example of what it looks like. Writing Segmented Copy. Please make a copy before you can edit it.
Step 4: Audience ResearchIf you put your campaign in front of the wrong audience, it will fail. That’s why research is key. Your Avatar research will become the targeting you use on the ad platform. What’s important in Step 4 is doing research for each Avatar separately. You’re researching WHERE this particular Avatar would be hanging out on the traffic platform you’ve selected. If your ad was about social media and you targeted anyone and everyone that’s interested in social media, your ad would be too broad. It wouldn’t be as effective as targeting each Avatar separately. A marketer needs to look at their Avatars not as a group but as an individual Avatar.Look at them as very separate and different people, because they are. When researching Avatars, answer these questions…
- What do they read?
- Who inspires them?
- What motivates them?
- What are their pain points?
- What interests them (books, magazines, blogs, movies, music, food, drinks, restaurants, hobbies, etc.)?
- What events do they attend?
Step 5: Create Your Ad CreativesOk now it’s time to create an Ad creative that really reflects the marketing foundation that you’ve laid. With Facebook, you need an image. Just think about what image can you create that really reflects your marketing message. What I recommend is to revisit the hooks that you created in Step 2 above and design some creatives that reflects each hook. It would allow you to test 3-5 different creatives that you are trying to portray to your buying profiles. Here’s some examples for winning Facebook Ad creatives and why they work: This ad popped up in my News Feed a few days ago and immediately caught my eye. It’s a universally acknowledged truth that virtually everyone hates pointless meetings, and the simple – yet highly effective – visual illustrating what it feels like to sit in 25% fewer meetings is a powerful draw to Slack as a communications platform.
What You Can Learn/Steal From This Facebook Ad
- Focus on how users or customers will feel after using your product
- Be imaginative with your ad creative/imagery
- Consider whether a snappy, memorable tagline (i.e. “Make Work Better”) will work for your ad
What You Can Learn/Steal From This Facebook Ad
- Use active verbs in your copy
- Try using a simple – yet bold – primary color scheme
- Experiment with financial incentives
What You Can Learn/Steal From This Facebook Ad
- Pop-culture references can be very effective, if executed well
- Include a short, memorable hashtag to encourage social promotion of seasonal events/sales
- Conduct competitive intelligence research for your competitors’ seasonal ads, and ask whether there are any missed opportunities you could leverage to stand out
What You Can Learn/Steal From This Facebook Ad
- Leveraging inclusive brand values can be a major selling point and key differentiator
- Examine your targeting settings and primary audiences – is there a way to promote an existing product line to an entirely new audience?
- Following this research, take a look at your buying profiles from the steps above – are they truly representative of your ideal customer, or are you inadvertently overlooking potentially valuable audiences?
Step 6: Launch Campaign & Compile ResultsFacebook offers a wide variety of paid ad options and placements, but all ads can be broken down into three elements:
- Campaigns. The campaign houses all of your assets.
- Ad sets. If you’re targeting separate audiences with different characteristics, you’ll need an individual ad set for each.
- Ads. Your actual ads live within your ad sets. Each ad set can hold a variety of ads that vary in color, copy, images, etc.
Determine the most appropriate editor.As a Facebook user, you are given two different tools for creating paid ads: the Ads Manager and the Power Editor. The best way to decide on the best fit, I would consider the size of your company and the expected number of ads you plan on running at once. The Ads Manager works great for any size company, it’s just that the Power Editor does provide larger advertisers with more precise control over a variety of campaigns. I’m going to show you how to use the Ads Manager in this guide.
Choose an objective.Facebook’s Ads Manager, like many social media advertising networks, is designed with your campaign objective in mind. Before getting started, Ads Manager will prompt you to choose an objective for your campaign: There are 10 different objectives to choose from. The list includes everything from sending people to your website to getting installs of your app to raising attendance at your event. By choosing one of these objectives, you’re giving Facebook a better idea of what you’d like to do so they can present you with the best-suited ad options. Facebook’s ad options include:
- Page Post Engagements
- Page Likes
- Click to Website
- Website Conversions
- App Installs
- App Engagement
- Event Responses
- Offer Claims
- Video Views
- Local Awareness
Let’s say you’re trying to drive more targeted traffic to your website or landing page in order to convert them into a lead. When you select this option, Facebook will prompt you to enter the URL you’re looking to promote. If you’re using marketing automation software, be sure to create a unique tracking URL with UTM parameters for this to ensure that you’ll be able to keep track of traffic and conversions from this ad.Once selected, Facebook will then display the ad option that makes the most sense in terms of achieving this objective.
Choose your audience.If you’re just starting out with paid advertising on Facebook, it’s likely that you’ll have to experiment with several different targeting options until you reach an audience that fits just right. You see this is where most marketers fail miserably. Luckily for you we planned this step out in steps 1 and 4 above. Use the worksheets above the complete this portion of the campaign. To help you narrow your focus, Facebook’s targeting criteria are accompanied by an audience definition gauge. This tool — located to the right of the audience targeting fields — takes all of your selected properties into consideration in order to come up with a potential reach number. If you’re wavering between choosing a specific audience over a broad one, consider your objective. If you’re looking to drive traffic, you’ll probably want to focus on the type of people you know will be interested in your offering. However, if you’re looking to build brand awareness or promote a widely appealing offer, feel free to focus on a more general audience. Facebook’s built-in targeting is vast, including options such as:
- Ethnic Affinity
- Politics (U.S. only)
- Life Events
Set your budget.Facebook offers advertisers the option to set either a daily budget or a lifetime budget. Here’s how they differ from one another:
- Daily budget. If you want your ad set to run continuously throughout the day, this is the option you’ll want to go for. Using a daily budget means that Facebook will pace your spending per day. Keep in mind that the minimum daily budget for an ad set is $1.00 USD and must be at least 2X your CPC. Since we are running a $10/day campaign, we’ll set the budget to $10.
- Lifetime budget. If you’re looking to run your ad for a specified length of time, select lifetime budget. This means that Facebook will pace your spend over the time period you set for the ad to run.
ScheduleChoose whether or not your want your campaign to run immediately and continuously or if you want to customize the start and end dates. You can also set parameters so that your ads only run during specific hours and days of the week.
Optimization & PricingChoose whether or not you want to bid for your objective, clicks, or impressions. (This will alter how your ad is displayed and paid for.) By doing so, you’ll pay for your ad to be shown to people within your target audience that are more likely to complete your desired action, but Facebook will control what your maximum bid is. If you don’t want Facebook to set optimal bids for you, you’ll want to opt for manual bidding. This option awards you full control over how much you’re willing to pay per action completed. However, Facebook will provide a suggested bid based on other advertisers’ behavior to give you a sense of what you should shoot for.
DeliveryDelivery type falls under two categories: standard and accelerated. Standard delivery will show your ads throughout the day, while accelerated delivery helps you reach an audience quickly for time-sensitive ads (Note: this option requires manual bid pricing).
Create your ad.What do you want your ad to look like? It all depends on your original objective. If you’re looking to increase the number of clicks to your website, Facebook’s Ad Manager will suggest the Click to Website ad options. Makes sense, right? This ad option is broken down into two formats: Links and Carousels. Essentially, this means that you can either display a single image ad (Links) or a multi-image ad (Carousel) with three to five scrolling images at no additional cost. A Links ad will be displayed like this: A Carousel ad will be displayed like this: Once you decide between the two, you’ll need to upload your creative assets. It’s important to note that for each type of ad, Facebook requires users to adhere to certain design criteria. For single image ads, they ask that users adhere to the following considerations:
- Text: 90 characters
- Link Title: 25 characters
- Image ratio: 1.91:1
- Image size: 1200 pixels x 627 pixels. (Use a minimum image width of 600 pixels for ads appearing in News Feed.)
Recommended image size: 600 x 600 pixels
Image ratio: 1:1
Text: 90 characters
Headline: 40 characters
Link description: 20 characters
Your image may not include more than 20% text. See how much text is on your image.
Desktop News Feed
Mobile News Feed
Desktop Right ColumnBe aware if your ad isn’t associated with a Facebook page, you’ll only be able to run Desktop Right Column ads. To leverage all three display locations, you need to create a Facebook Page.
Report on the performance.Once your ads are running, make sure that you are keeping a keen eye on it’s performance. You can see all the details within your Ad Manager.
Facebook’s Ad ManagerFacebook’s Ad Manager provides a dashboard that gives you a birds eye view of your entire campaign. You can see upfront an estimate of your daily ad spend. You can easily filter through your ads by creating a custom views of your results. You gain access to key numbers like reach, frequency, and costs. According to Facebook, here are some of the key metrics to look for (and their definitions):
Performance. Can be customized further to include metrics like results, reach, frequency and impressions
Engagement. Can be customized further to include metrics like Page likes, Page engagement and post engagement
Videos. Can be customized further to include metrics like video views and avg. % of video viewed
Website. Can be customized further to include metrics like website actions (all), checkouts, payment details, purchases and adds to cart
Apps. Can be further customized to include metrics like app installs, app engagement, credit spends, mobile app actions and cost per app engagement
Events. Can be further customized to include metrics like event responses and cost per event response
Clicks. Can be further customized to include metrics like clicks, unique clicks, CTR (click-through rate) and CPC (cost per click)
Settings. Can be further customized to include metrics like start date, end date, ad set name, ad ID, delivery, bid and objective
Your Marketing SoftwareThere are 100’s of marketing software on the market. At Inboundo, we like to recommend Hubspot if you have the budget for it. If not, then Drip.co and Active Campaign are two great alternatives that is very affordable. Facebook gives you so much details and ad data. It’s very important that you don’t lose focus on your main objective. You need to know exactly which audience took action from which ad copy and creatives. Then see which ones created a conversion (ie. lead and sales) within your marketing software. Without data it’s like driving blind. By setting up a tracking URL, you can help your marketing software track the number of leads you’ve acquired and how many customers you’ve gained from a specific ad campaign. This is how you can determine the ROI of a campaign so you can plan your scale strategy.
Step 7: Scale for Maximum ResultsScale is the hardest part of running paid traffic. You see some positive results. Now what? I’ve seen so many clients launch a paid ad and they have no idea what to do. It can be (semi) easy to find your target market and run a successful campaign on Facebook to generate 50, 100, or even 500 leads. But what about 5,000 – 50,000 leads from one single campaign? Just like old school direct mail, you can only target the same group of people for so long before you start to notice fatigue. So, how do you breathe life into your campaigns for VOLUME? Facebook makes it drop-dead simple. I’m going to show you how we’re using a tool to profitably scale our Facebook ad campaigns…. Using Facebook’s own data (all while playing by the rules. You’ll find Audience Insights on the left hand side of Ads Manager: The first step for using Audience Insights is to input your custom audience or group of interests. If you’re running an ad campaign to your custom audience and want to scale that ad, you’ll enter that. Running the ad to a group of interests? Enter that list of interests. The first arrow below is where you’d input your custom audience; the second is where you’d input your list of pages. In this example, I’m going to use a campaign that we ran to promote our $10 Per Day Traffic Plan. We found a list of interests (with a potential audience size of ~500,000 people) that was converting really well after 5-7 days. We wanted to scale to find MORE people most like this interest group so that we could generate more leads and sales, quickly. So, we plugged those interests into the “interests” box in audience insights (along with the countries where we were running traffic)… As you can see, this pulls demographic information on this particular audience including…
- relationship status
- education level
- Websites they “Like”
- Magazines they’re reading
- Software they’re using
- Public figures (actors, politicians) they follow
- … and a whole lot more
Our campaign revenue growth rates were unbelievable, [up to] 544% increase. With INBOUNDO, we were able to shift our company’s focus and see these results regardless.
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