I have spent a fair amount of time learning how to advertise on Facebook effectively with traffic & lead generation in mind as part of my wider social media marketing strategy.
I’ve spent a good chunk of cash experimenting
Today I’m going to share everything I have learnt with you step by step!
An effective Facebook advertising marketing campaign has-
Clearly defined goals
Email auto responder
A compelling offer
A landing page
Once you have those things in place you can start setting up your Facebook ads.
I’m going to take you through each of these and show you how easy it is to set everything up step by step.
Defining Goals
First you need to define the goals of your campaign.
This is going to vary depending on your business but I have found the most effective way to reach people is via the classic email opt in process.
Show visitors a compelling offer, collect their email address and then market to them with an email auto responder.
I have found if you are trying to get people to buy a product directly from the advert itself it is much trickier to get conversions.
Instead you should be looking at the long term value of an email subscriber.
My Campaign Goals
With that in mind I defined the goals of my Facebook advertising campaign as follows-
Increase email subscribers
Increase Facebook page likes
Pretty straight forward really :)
Setting Up My Email Auto Responder
I used Aweber to create an Email autoresponder which is designed to keep people constantly engaged with my brand consistently extracting value over time (see my Aweber review).
It does this in a number of ways-
The first email asks people to connect with me on social media and introduce themselves – growing my social media following.
The second email asks people how I can help them, I invite them to ask me any question they want on the forum.
This creates new user-generated content on the site,
ranking for long tail keywords. It also creates a strong relationship with new subscribers even if they don’t ask a question.
After that the rest of the email autoresponder sends out 1 of my tutorials from the archives every week.
This means old posts are always getting new traffic, new affiliate clicks, new social signals and new comments which help lead to higher search rankings.
I also have a couple of emails that go out asking people what they like/don’t like about the site and which tutorials they would like me to make next.
Those emails have helped shape the blog’s success.
Click on the image below to see the full sequence-
Putting A Value On An Email Subscriber
As you can see from the above, it is quite difficult to put a money based value on email subscribers. They offer so much more value than just affiliate clicks/sales.
I decided that the easiest way to put a value on an email subscribers is by keeping it simple.
Over the previous 90 day period use Google Analytics to work out what % of traffic came from email.
Then look at the total earnings for that 90 day period using that %. Finally divide it by how many email subscribers you have.
So for example if you had-
40% visitors came from email
$10,000 profit
200 email subscribers
The calculation would look like this-
40% of $10,000 = $4,000
$4,000 / 200 email subscribers = $20 per subscriber
Using that calculation above I have determined that each subscriber is worth $17.81 to me over 90 days.
Now I know that isn’t an exact science and just provides a rough guideline that only takes how much money you made into account.
What it doesn’t account for is all of the extra value you get from new followers on social media, new user generated content, the long term relationship of helping people, new social signals on old posts & new comments on old posts for the next 12 months.
All of which help you grow organically reaching even more people to push down the email engagement funnel.
Creating A Compelling Offer
Instead of spending a bunch of time creating something unique to offer in exchange for a users email address…
I spent time looking at what content I already had.
After going through my archives I picked out a couple of tutorials that I could convert into a PDF to use as the offer.
That really was all there was to creating the offer!
Creating The Landing Page
The landing page is one of the most critical parts of any campaign.
This can literally make or break the entire campaign.
If you have a poor performing landing page you are going to burn through money quicker than you can blink.
I used LeadPages to create my landing page. They provide easy to modify time tested templates to ensure your landing page delivers high conversion rates.
I have put together a quick tutorial showing you how to use LeadPages to setup your mobile responsive landing page, split tests and even publish your landing page as a Facebook tab.
Video Transcript
So this is the back end of lead pages. As you can see here there’s lots of different templates to pick from and they’re all in different categories here and you can also sort them by conversion rates so the best converting templates are at the top.
Now when you first get started, you need to add your email service integration or your webinar as you can see it supports lots of different services here. I’ve got Aweber integrated which is my email provider of choice and once you’ve done that you can create your first lead page.
Now lead pages does have lots of other functions like lead boxes and lead links and I’m not really going to go into those because it’s not relevant to the Facebook tutorial here. Creating your first lead page, you just simply pick which design you want, hit use this template and then the template editor will appear. So instead of creating a new page, I’m just going to show you one of my existing lead pages and you can get a good feel for just how easy it is to edit and create pages.
So this is one of the ones I use in my campaign and you know it’s really easy to change things. It’s just a text editor, you can just change that to get your free copy clicking on that you can change the words here, you can perhaps make it italic or underline it, change the colour, etc. etc. Whatever you want to do.
And it’s all this is very easy. What you see is what you get interface. You have lots of different options down in the left side so you can click through things like that. You can decide whether the privacy text is displayed or if you want to change the background you can go through your old images or upload a new image there. It really is that easy.
Once you’ve finished configuring your page, you just hit save and then publish. And straight away you can start using it. But what I like to do is set up a split test so to do that in lead pages is really easy. All you do is click up here and click on add new variation. Then you can choose to add in a new variation based on your original page which is what we see in the background here or we can go and use a completely different template entirely.
So I’ve done that and you can see I already have some variations here so here’s the original. We have variation 1 here which is just a different background image and variation 2 here. So what lead pages automatically does is any time someone views this, they see one of these at random and it measures which ones of these designs converts better. And I will show you that in a moment. But once your lead pages is set up and you have got alternative lead pages in here, you just need to hit publish.
Now you’ve got a couple of different options here. You can either just have lead pages host the pages directly here or you can install the lead pages wordpress plug in and have it appear as a page on your wordpress page, or you can have it actually appear as a tab on your facebook pages so let’s just take a look at those quickly.
So we can see up here this is the lead pages hosted page. You can also install wordpress plug in here which allows you to actually publish it under your own Url and you can decide what that URL is. Or you can actually publish as a tab on your facebook page so if we look here this is live you can go check this out for yourself, you can see this lead page that I created for Facebook which invites people to become a fan and if they hit download now, there’s an email opt in form right there on my Facebook page and tab.
So lead pages makes it really easy to publish your page anywhere you want and on top of that regardless whether you use a lead page hosted one, the wordpress hosted one or the facebook hosted one it will actually go through and split test those based on what you set up in lead pages. So any changes that you make to your design or this split test you can add and remove variations here. As soon as you hit save and publish, all of those will be updated for you, whether it’s on your blog, your facebook page, and so on.
So last but not least, we want to take a look at how our lead page and split test is performing so we can just click on analytics here.
Down here is the table that you really want to look at. We can see exactly which one is converting at which percentage and right now I can see that the original is converting the best at 38% and this version is converting the worst at 33%. So what we can actually do is say Ok well in that case I want you to show 75% of the visitors the best converting page and the other 25% the traffic distribute between these two to carry on testing. Or you can choose to just delete this variation because it’s not performing very well and add some other variations back in with the editor itself.
So that is lead pages and I hope you can see why it is so easy to work with and I’ve been using it a lot more across lots of different campaigns recently. So there you have it that’s how you create a high converting split tested lead page.
This is the first landing page I created in LeadPages – it took me the best part of 5 minutes to put together.
Pretty clear, simple & straight to the point.
Setting Up My Split Test
In order to optimise the campaign as much as possible I spent 10 minutes creating a couple of alternative landing pages to split test against the page above.
Exactly the same as the original except a different background image-
Landing Page Version 3
Exactly the same as the original except a different background image-
Split Test Results
Just to highlight the importance of landing pages and split testing I wanted to share the results of the split test now.
Here is a screenshot from LeadPages showing you the performance of each landing page above-
As you can see the original is converting at 38% while version 3 is only converting at 33%. That makes a huge difference on the bottom line of the campaign.
With this data in hand I can take the winner and split test that against completely different templates, new background images or just by tweaking the copy.
The ‘Thank You’ Page
Once a user has hit the landing page and entered their email address, we need to take them to a final page in their journey.
Generally people use the ‘Thank You’ page for delivering the offer. But I’m also using it to generate new Facebook subscribers & affiliate sales.
This is what my ‘Thank You’ page looks like-
Nothing complicated, just simple & straight to the point!
Creating Your Facebook Advertising Campaign
Now we have everything we need to create our Facebook advertising campaign and start generating new subscribers instantly.
All we need to do now is-
Create a tracking pixel
Create Facebook campaign
Create Facebook ads
Once that is done you will have everything you need to orchestrate a high performing Facebook marketing campaign!
Creating The Tracking Pixel
Facebook lets you create a tracking pixel that you can place on any page you want.
Then you just need to copy the tracking pixel code to your ‘Thank You’ page or whatever it is you want to track.
A quick note, you can edit the tracking pixel code to include a value that gets reported to Facebook-
You can change that to be the value of each new email subscriber/conversion. So every time someone clicks your Facebook ad and converts, it gets reported in the back end of Facebook.
Sometimes this doesn’t work though, for example according to Facebook I had 456 new subscribers – but there were actually 496 in Aweber so just use this as a guideline.
Creating A Facebook Advertising Campaign
When your creating your campaign & adverts you should make sure you are using the Power Editor.
This is much easier to work with than the standard interface and gives you a lot more control over things.
I have created a quick video showing you how to create your first Facebook campaign using the power editor-
Video Transcript
This is what the Facebook power editor looks like and before you do anything you must first of all download the power editor and what this does is it downloads your Facebook advertising account into the power editor for us to tweak and edit and change, create campaigns and adverts and such things. Once you have done that you must always upload changes after you have finished with the power editor or anything you have done will be lost.
So the power editor, we download data to the power editor and creating our first campaign is really easy. Just click on campaign here and we have a few options. First of all we need to give it a name, so I’m just going to call it tutorial for this example. Then you need to decide if it’s an auction or a fixed price campaign. Now I have always used the auction based campaigns, I haven’t actually tried out the fixed price campaigns and I’ve had great results with the auction. So I would suggest that is the option you go with.
For your budget, you can either set a daily or lifetime budget and then you just need to set campaign start and end dates so I’m just going to put those into the future a little bit so the campaign doesn’t actually start.
And once that is done you then need to move on to creating your adverts.
Once you have created your Facebook advertising campaign you need to create some adverts.
This is really easy to do and I suggest you create a couple of different adverts targeting different audiences to test which works best.
Learn how to do all of that and more with this video-
Video Transcript
So with your campaign setup, we can now create some adverts. If you just click on the advert tab here and click create advert, this is very simple to do.
First thing we need to do is give it an advert name. Now I have decided that I’m going to target five different groups of people and use three different adverts to test which is the best advert. So one of my target groups are people who are interested in blogspot so I will call this blogspot slash ad 1 and this helps me differentiate not only the target audience with blogspot but also which ad they are seeing, ad 1.
The objective you have a few different choices here and because we’re trying to get conversions you’d think we’d click website conversions but I actually go with clicks to website. It seems to work out much cheaper and using lead pages to optimize a landing page really takes care of the conversion cost.
Next you need to pick your actual Facebook page from this drop down here. Then we need to actually create the advert itself. Now you can use posts of being previously published on your page and just promote those directly which is a nice easy way to do things. Or you can create a new unpublished post which doesn’t appear on your page but is only used in the adverts and that is what I have done and if we look here you see these ones with blue circles, these mean they aren’t published on the page and we can see some of my older adverts here that I have experimented with.
So if you want to create a new post, you just click on create new unpublished post link and you get this pop up here. Now just to explain what each of these fields actually do. This here is the URL you want to send people to, where you want them to actually go. This is the post text here, is what appears here in this area. And as you can see I have included a link with it in my post text. Now the problem with that is that Facebook doesn’t actually track the conversions if people click on that link but it does mean that you actually get more clicks because there are more things for people to click on.
So include a link in your post text, just be aware that won’t be tracked as a conversion if people visit through that. The call to action button is here and you have a number of choices in this drop down. The link headline is what you see here. The display link is the link that appears underneath there and the description is just this short description here. And then you can also choose to upload an image which is pretty self-explanatory there.
So that’s what createing a post looks like and how you do it. So once you have created your advert and I’m just going to use a pre existing one here, you can choose to add URL tags on the end, anyone who’s using Google Analytics campaign tracking here is the place to add your tracking URLS. We need to enable conversion tracking and then select the conversion tracking pixel that we created before so let’s give that a tick like that.
Placement decides where our advert appears. Now there’s two areas it can appear. It can appear directly in people’s newsfeeds or tucked away in the right column and you can see what the adverts look like here.
Now personally my site has about 90% desktop traffic and about 10% mobile traffic so in this example I’m only focusing on desktop traffic. Secondary to that, I found I get much better performance in the newsfeed than the right column but you can split test this. In this example I’m going to pick newsfeed, desktop only that’s what I’m targeting there.
Moving on, we then need to define our audience. Who are the people we are trying to target so you can add in a range of locations here and personally, I remove the location. I want anyone that is 18 and above, any gender, they must speak English of some type and here is where the magic really happens. You can actually pick more demographics you know like where they’re working and their education level, their relationship status and things like that but I leave this quite wide open. And in the interests I just go through and think about what type of interest people would have and define my audience that way. So anyone interested in the blogspot blogging platform, the free blogging platform provided by Google is likely to be interested in my advert so they’re one of my target interests there.
Now I don’t use this but this might be relevant to some guys. You can even target things like if the person is in a new job, if the person is in a serious relationship, if their birthday is in a week, you can target things like if they’re parents and how old their children are, you can target whether they’re currently traveling or currently intending to travel to Italy, and there’s a bunch of things here you can pick from. But for me, I like to keep it quite broad. I know anyone interested in blogspot will be interested in how to build a successful blog. It’s pretty simple there.
The only other thing I set here is I want to target users who aren’t already connected to my Facebook page so that ensures I’m reaching new people. Last but not least, optimization and pricing. By default it’s going to use some default bids here, I always set my click bid to be $5. Manually set up bids, clicks $5 and actions to $0 like so. Now you’ll never pay anywhere near $5 per click, I think I’m paying like 50 cents, sometimes it’s cheaper like 15 cents, sometimes a dollar. It’s just a guideline amount and the reason why we don’t bid on actions is what Facebook deems is an action is a like or a share or a comment and things like that and really we just want people to click on the advert and hit our high converting landing page so we are bidding specifically for clicks and once you’ve done that, that is your advert set up. We do need to add countries here so I’m going to keep it broad, United States, United Kingdom, Australia, Canada and so on, you get the idea.
Now once you’ve set up your advert like this we would ideally like to target the same audience but with a different advert so we can measure which advert performs best. We want an advert that gets the lowest cost per click and highest amount of engagement so we need to set up a couple of tests in order to do that.
What I would do as this point is simply click on the advert we have just created and duplicate it. Click OK and there we can see our advert is duplicated so this time I’m going to rename it to just blogspot ad 2 and simply down here we are going to pick a different advert which looks like that. And that is it. That is all you need to change and those two adverts now will automatically get split tested between our target audience for us to see exactly which one is going to perform better. Now if we want it to expand that out and target people that are also interested in WordPress with the same two adverts you can just highlight both of these, click duplicate and click on OK.
And now we just need to rename this one to WordPress Ad 1,come to our audience tab and remove the blogspot interest and change that to a wordpress interest. Just do the same thing for the other advert that we duplicated and we first of all need to rename it to wordpress ad 2. And then change the audience again from blogspot to wordpress. And that is it so right now we have a campaign set up targeting people who are either interested in blogspot or wordpress and we’re also testing which of the two ads are more effective. With all of that in place you can then just upload your changes which is done now and that is it.
If you jump back to the normal facebook ads interface we can see our new campaign is set up here along with all of our adverts which is pretty cool. Now one thing I’d like to just show you quickly is the reporting here. It doesn’t really show you how it’s performing in terms of leads and such things and if I just show you the custom report I’ve made you’ come to reports here and we’ll have a look at this one.
Here we can look at the exact cost per lead, spends, leads conversions and unique cost per click and all of this important data and the way you create a report like this. If you just come back to your campaign, you can click here to get a full report and within this report itself you can just click on edit columns and go through and tick which metrics you want. So we just want the advert name, we want to know how many impressions it’s had, the CPM, we want to know how many unique clicks, the unique click through rate and the cost per click. We want to know about not necessarily the actions but we want to know about lead conversions and the lead conversion value for example.
So you can have a little play around here and change what columns appear and once you’ve done that you just click on save. In the future to access it, just click on reports, use the reports drop down and select it from there.
So that is how you set up a high performing split test Facebook advertising campaign.
I setup 2 separate Facebook campaigns spending a total of $599.91 generating a total of $17,204.46 based on an email subscribers $17.81 value.
Campaign
Cost
Income
ROI
#1
$300.00
$8,883.76
2,851%
#2
$299.91
$8,370.70
2,691%
Campaign #1 Details
I set everything up as above and targeted 4 different audience types – blogging, blogspot, wordpress & people who had liked my competitors.
I created 3 different adverts for each of the 4 audiences to see which advert converted best for which audience.
These are what the 3 adverts look like – AD1, AD2 & AD3.
Campaign #1 Performance
This table summarises the performance of each advert and the campaign as a whole-
Ad
Cost Per Lead
Spend
Clicks
Cost Per Click
Click Through Rate
Page Likes
#1
$0.94
$45.43
224
$0.24
0.87%
23
#2
$0.69
$232.02
1,236
$0.20
1.60%
164
#3
$0.35
$22.55
103
$0.28
0.66%
13
Totals
$0.66
$300.00
1,563
$0.24
1.05%
200
The $300 spend resulted in-
496 new subscribers
200 new Facebook page likes
Making for a total of new subscriber value of $8,883.76 or 2,851% ROI.
Campaign #2 Details
Exactly the same as the previous campaign except this time-
I took the best performing ad from the previous campaign (AD2) & created 2 new ads (AD4 & AD5)
I took the best performing LeadPages landing page from the previous campaign & created 2 new variations
I added 2 new audiences – people interested in SEO & people attending internet marketing conferences
I was looking to increase conversion while reaching new audiences at the same time.
This is what the 3 adverts looked like, AD2, AD4 & AD5-
Campaign #2 Performance
This table summarises the performance of each advert and the campaign as a whole-
Ad
Cost Per Lead
Spend
Clicks
Cost Per Click
Click Through Rate
Page Likes
#2
$0.54
$54.47
336
$0.18
1.14%
48
#4
$1.17
$48.09
279
$0.19
0.96%
23
#5
$0.66
$197.35
1,201
$0.17
1.60%
101
Totals
$0.79
$299.91
1,816
$0.18
1.23%
172
The $299.91 spend resulted in-
470 new subscribers
172 new Facebook page likes
Making for a total of new subscriber value of $8,370.70 or 2,691% ROI.
As you can see I was able to reduce the cost per click and increase the click through rate.
However the cost per lead was higher as the new landing page designs didn’t really work out.
But that does mean I now have all the data I need to fine tune the entire funnel end to end!
How To Reduce Your Facebook Advertising Cost
If you were paying close attention to the results above, then you will have noticed that in each campaign – some adverts performed better than others.
For example in Campaign #1 one of the adverts produced leads at a cost of $0.94 each – but in the same campaign, a different advert produced leads at $0.35 each.
The only difference between the adverts was the image that I used. This is why it is important to split test your adverts to try and reduce your Facebook advertising cost.
You can see this again with Campaign #2 where one advert was producing leads at $1.17 each, but another advert in the same campaign was producing leads for $0.54 each.
That is a huge saving and can make a huge difference in how much it costs to advertise on Facebook.
Whatever you do, make sure that you split test your adverts – this is the best way to advertise on Facebook for maximum performance with minimal budget.
Wrapping It Up
So there you have it, how to advertise on Facebook step by step! Facebook marketing can’t really get any easier than that!
There are lots of different ways for you to take advantage of Facebook advertising. Building your email list is just one of them.
Take what you have learnt here and get creative with your own campaigns!
If you have any extra tip & tricks let me know in the comments or if you have any questions about how to advertise on Facebook please feel free to ask!
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Now it’s the second day that I’m trying to get my ads approved on facebook, but it’s been rejected every time that I submit them.
I’m trying to advertise my landing page for a short and free online course. I read their guidelines and I’m doing all right, but my ads is always beeing rejected…
And it’s weird that months ago I advertised several times with no problems about being approved.
To me, the value of this article can not be quantified. It’s 2016 and I still very much find this article brilliant. I have always had one or two concerns about Facebook marketing and thank God I came across this article. Now let me go to work and try to put all those awesome tips into practice. You are the BOSS!
Great post Matthew!
I have a question about the audiences in Facebook.
For instance my online course is for corporate trainers and HR people who provide training so it’s totally B2B.
Now I know that obviously everyone hangs out in Facebook.
I don’t want to use LinkedIn advertising because it’s expensive and I also don’t understand much.
Anyways to advertise on Facebook how do I target the audiences in my niche.
Based on buyer behaviour do you think people in B2b space would be interested in my program if they find me through Facebook?
Appreciate your help. Thanks
Great post Matthew. Just out of curiosity, have you ever tried Clickfunnels? I’m looking to register with either LeadPages or Clickfunnels and would love to hear your comments.
Thanks so much for this tutorial — I implemented recently and am seeing AWESOME results. Have you changed your country targeting since you wrote this?
I’m getting a ton of email signups from less developed countries than the US. Not that that’s a bad thing, but I’m wondering if the monetary value of email subscribers differs country to country.
Of course they do, in the US people have a lot of disposable income compared to other countries and when I launched my product recently there was 1 country in particular that had a 100% refund rate but I won’t name them because the biggots will come out in force haha
Mat, i found so much new for several posts…didnt know about the tools for facebook….
Still confusing a little bit for the conversion through landing pages…i mean to bring traffic->to get subscribers->to make promotion.
This point im still trying understand which way to make promotion,which products and throug which tool?if there are any autoresponder tool with nice designed emails?how is it looks the promotion?if there is any examples and case studies how exactly is going on…after subscription …..?if i can offer different affiliate products to base of subscribers?if there is any nice designs and scheldured email system tools?
Hi ,
I would like if you can suggest or help something regarding our eCommerce Venture. We have spend more than $600 USD on facebook advertisement , i got likes but very less post engagements and no sales. So 0 ROI.
I have also tried buysellads marketplace and place our ads their but it was expensive with zero ROI .
We are in our initial days and seeking someone who can really help us out.
Hi Matthew
Thanks I found this really informative. I knew to all this so this may sound like a very basic question but how to you link the FB ad to your Leadpage?
Thanks
Kerrie
I think someone mentioned already about Facebook Partner Categories as available in the States. As far as I’m aware this allows you to narrow down your audience considerably in the ‘Behaviours’ part but is currently not available here in the UK.
I gather Facebook will introduce it here too at some point is this something you are aware of?
Also the Aweber setting that gets around the opt-in function sounds good. Is this something you can share with us? It would take me forever to figure it out!
I tend to find the more specific you get with your audience, the more expensive the costs per clicks are – but then you have to consider the conversion increase with been more targeted. Its a tricky game :)
Hi Matthew. Great tutorial. Your blog has taught me so much.
Am very sorry if you already said this somewhere and I missed it, but could you please tell me why, at 6:50 in the third video, you bid $5.00 using the “maximum per click” option instead of using the “maximum per 1000 unique people reached” option?
And as an affiliate marketer who is about to start a Facebook advertising campaign promoting a single-opt-in offer on an external landing page for which the payout is $2.50 per opt-in, would I be better off bidding “per click” or “per 1000 people reached” do you think?
There are a couple of theories on this, if you start by bidding on a CPM basis but the ad sucks and doesn’t get a single click you’ve spent a bunch of money for nothing.
By starting bidding on a CPC basis you don’t have that risk and then collect enough data to work out whether you would get more bang for buck with CPM or CPC bidding.
Although personally I just leave it on a CPC basis permanently.
Well I think the page is to busy, it doesn’t clearly communicate the benefits to the visitor. They have to stick around and read the page/invest time to work things out.
The word ‘Get’ is a killer – that means I’m going to get something without doing anything. Replace that with ‘Claim’ which inherrently says you have to do something to get something.
I would just focus on the core benefits of ‘What You Will Learn’ and a few simple bullet points of what they will learn
50 clicks isn’t enough to test – and I assume you are running some sort of split test?
It looks like you are sending traffic to your own URL. Do you find it cheaper / better / different sending there compared to a Facebook tab integration with Leadpages? If so, would you lay out the post in a similar format?
While I havent tested this, basic conversion principle says the less choice a user has, the higher the chance of them taking the action you want them to take.
When you use a tab integration, they have about 20-30 choices more than if you take them away from Facebook where there is only 1 choice.
Amazing info as always, explained through real life example.
Really grateful for all of the tuts you’ve made.
Although It would be really great if you could provide some free/cheaper software alternatives for those who are just starting and have limited budget. Maybe I’m being greedy tho. :)
Btw I’m stealing those table styles you use. Really neat touch with the hover effects. #nerdimpressed
Great write-up Matt, I’m starting to experiment with FB advertising and I’m going to try your guide out step by step. Quick question though: for a different website click campaign I tried, $10 netted me 2 clicks. I thought it was a joke at first but nope, $10 for 2 clicks on a highly targeted audience. That’s why I stopped taking FB advertising seriously, but this has given me another breath of inspiration to give it a second chance. Any other quick tips to make sure that CTR is really good?
Gotchya. I’ll try out the specific user ID approach and try segmenting them as different campaigns. Thanks for the help Matt, have a good time snowboarding and a safe trip!
How to get your budget is divided equally between you all ads? I mean… Facebook sometimes sends all traffic to a single listing and we can’t a proper test
Simply a terrific post, Matthew. I was at a high-level internet business event two months ago and one of my takeaways from the event is that I have got to start marketing my business on Facebook. Your post is very timely. It will provide an excellent template for me. Thank you so much!
I was just wondering about double opt-ins for your email list. You normally do this and it is probably best practise to use a double opt-in, but from an earlier comment it looks like you didn’t with this Facebook advertising.
Was this purely because you did not want to waste advertising clicks with people who don’t opt-in. Was this a major consideration for you?
As a follow up, how many people (%) don’t confirm their opt-in emails in your experience?
That was down to having different goals affecting the user journey. The confirmation process takes them through a couple of extra things that people from social wouldn’t be arsed with.
I didn’t know you can actually collect email subscribers through fb. I thought it was all about reaching out through the social media as people often visit the site. I guess I haven’t optimized facebook’s usage if that is the case. Thank you for educating me more on this.
Nice tutorial man! I haven’t quite got around to playing with LeadPages, numerous people have suggested it to me for a few months now but I like your tutorial on it – Means I can save time getting to know the software easier.
Epic post Matt! Getting the “double lead” is why facebook is such a powerful medium to advertise with. The money you made was like icing on the cake considering Facebook PPC isn’t your primary method of marketing. Have a good one.
Thanks for a great tutorial on how to advertise on Facebook this will come in handy for me over the coming days.
There is just one additional comment I’d like to make about the belief that nobody buys from Facebook.
This simply isn’t true! My wife constantly buys on facebook. She has bought beauty services, pictures, cakes, furniture and anything that she likes.
She has even received a risidual income thorough Facebook along with probably 1000’s of other people.
If you look beyond bricks and mortar businesses and internet marketing you will literally find 1000s of local community pages who sell on Facebook everyday.
Check out some gossip girl type pages if you can and you’ll notice just how many different products these women want right now and on a daily basis at that. the price range can reach 1000s, they ask about holidays,houses,cars you name it.
Plus if nobody on facebook really buys what would be the point of all the ads and all the games? especially the casino’s.
You just need the right twist to make it work and boom you’ll make a ton of money right there on Facebook.
I have a few ideas and always be mindful of limiting yourself, nothings impossible : )
Interesting point of view – I do believe that there are people in buying mode on Facebook, it’s just they are a small majority. But what would be interesting to explore further is time of day the ads are shown.
Even if someone was a’buyer’ it’s more likely they would buy at lunch time/after work rather than during the day.
Some questions:
(A) you already have you data for subscriber value, right? Those $ numbers made me a little lost on the calculation…
(B) what do you thing about Optimize Press 2.0? Buying the $97 looks less expensive
(less than $10/month, spliting for 12 months X $37/month from LeadPages, or $24, if payed yearly)
Sincerly? I kind of prefer LeadPages. Those guys don’t stop making it better. But its a little more expensive for who is beggining…
But just putting this numbers here, looks like a really small diference between both prices (even for a beggining), if you’re really into IM.
2) I had a look at it about 6 months ago and it just didn’t fit for me. After seeing how many new features/developments leadpages had released the past 6 months it was a no brainer. Did you know if you filled out someone elses leadpages based opt in form, then came to mine – your details get auto populated so you just click submit.
That kind of thing makes it worth its weight in gold!
This post was like Christmas morning, Matthew. I’ve been meaning to get serious about Facebook ads and the ROI you showed in your last post got me super pumped. Can’t wait to give this strategy a shot.
“I set everything up as above and targeted 4 different audience types – blogging, blogspot, wordpress & people who had liked my competitors.”
By that, do you mean people who “like” those pages or are just interested in it?
(Might be a stupid question, but asking since its been a long time since I advertised on FB)
Regarding LeadPages, any recommendation which package to choose? I see that the split testing option seems only to be available with the more expensive pro package ($67/month). Is that what you’re using? Thanks
Yes I’m using the one with split testing, that feature alone is worth $200 a month even if you just get an extra few % in conversion from 1 split test. You can run as many as you like :)
I think that is a good thing from a business perspective. It seems that facebook has matured somewhat lately which can only be a positive.
Would be a good post to see which benefits you gain from each social platform and how to leverage them, especially G+
Great blog by the way. You make SEO very practical and not some alien language created by scientists !!!
Thought, I would like to ask a question Matt. What do you think? How much is the role of “your reputation and established blog” in getting conversions like this.
Excellent post. I always wonder and doubt the Facebook add campings. But with the real data and statistic shared by you with excellent examples of best performing add, I will give a try now.
Hope this works.Great post. Also I would like to know is there any way other than this you can grow your traffic and genuine subscriber. Would be glad if you can help me out with this..
I was awaiting your report about your campaign. I’m glad to discover the fb power editor. I never heard about such a tool. It seems very handy and i will try it. I spent too much time struggling against fb ad forms pages to set up A/B testing !!!
I’m currently running an fb ad test drive with the Brian Moran fb landing page and a leadbox from leadpages.
So far I’m surprised to get twice more likes than subscriptions.
Thanks a lot for your work.
A) Did you made any money from your hosting? If yes, how much of them converted into justhost customers?
B) How did you managed to get me on your list? Whenever I subscribe, I usually need to click on some sort of “confirmation email”. However, on your opt-in-box – I didn’t have to do it.
Great article…
Some time ago I tried to use face ads to sell a product as an affiliate, a small campaign to see the conversion and CTR, and I was really disappointed with conversion. :(
This idea of building the list is actually much more effective.
I’m finishing to create my blog (following the tips of your other article) and I’ll go this way again when using facebook ads :)
Thanks again for this post and also for the great blog..
Hi Matthew,
Thanks, I was looking forward to this tutorial.
Need to think how I can manage FB traffic into conversion for my webshop.
Was not that into email subscribers, but as you mention, FB users are not in buying mode. The email subscriber would be more interested in a good offer on a later time.
You gave me something to think about.
If someone else have some good experience with FB ads and ecommerce, please let me know.
Thanks! Mattias
Hi Mathew…i have been receiving your emails and info on internet marketing recently… I am interested in doing a joint venture with someone who i could work with me in an interesting field…i have some thoughts and ideas which would be useful to talk over…if you are interested i would be happy to have a chat to see if it could work or not…. Tim
Thanks very much for sharing, Mathew. What software do you use for tracking? Do you use cpvlap or imobiltrax or is there tracking service that you would recommend?
I used to use Prosper202. It takes a bit of getting used but the good thing about it is that is free and is being offered by many domain hosts. The installation is also very similar and can be done through the Cpanel
I was waiting for this guide for a couple of days. I ran a similar campaign with the same images and the CTR was around 2-3%. A much needed tutorial for people who want to jump start a FB campaign.
Been lurking for a long time, but this post has compelled me to comment just to say thank you!
I’ve been playing with FB Ads for a week or so, and have found that it’s difficult to convert visitors by sending them to a post containing affiliate links. Getting them to sign up as subscribers first definitely seems like the way to go!
Also, I can’t believe I didn’t know that you could get a $50 voucher off Fiverr. That’s an awesome tip.
It is nice to see how your campain works. Can you give me another example for someone that don’t want to use email optin? For a blog it is good to get those emails but what about a company that only has a few design services?
Like a logo company that only makes logo’s
I can try to get their email and then send them a special discount for a period of time to order a logo to get better conversions. But I don’t think I should concentrate on emails if they only order a logo once. They won’t change logo’s every month. So what would you try to get better conversions for a logo company?
I wouldn’t do it without an optin – even if the goal is to sell a product I would still have them optin first. When people are browsing Facebook they aren’t in buying mode, they are in exploring mode.
Capture them while exploring, sell them to them later.
Really interesting findings Matt. You cant really argue with 2,800% ROI.
I’m finding FB ads have some great targeting options and its super cheap to get clicks within the FB eco system. Gets a bit more expensive trying to get people off FB tho.
Do you know about the super targeted 3rd party custom audiences you get when signing in from the US? Hola it up to see what I’m talking about.
I’ve managed to get over 10% CTR with mobile news feed targeted ads with custom audiences. Pretty sweet for any paid ad. The image is pretty key for FB ads (not surprised the cheeky redhead did well :))
One thing I have found is conversions from FB tend to be pretty weak. Have you worked out what was the actual ROI from this campaign? I can’t image a FB signup is worth the same as your organic email subscribers.
Great write up btw. Love how you make everything so data centric and easy to follow.
Yes I am aware of them, but they are also against terms of service. I don’t want my main blogs URL banned from being able to advertise in the future :)
My funnel is designed to take cold traffic and build relationships, no selling is involved.
I’m surprised the girl on your 3d landing page did not convert that well. Probably, wonna-be bloggers in Facebook are too busy to think about anything else rather than work :)
Anyway, split-testing is about studying the users’ behaviour and the way of their thinking.
133 Responses
Earlier i was thinking only Linkedin and Instagram helps for Ads.
But now i will consider Facebook also.
Thanks for your information.
No worries, you can reach loads of people through Facebook ads so definitely give it a try.
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Good tip thanks
I was actually thinking of promoting my site via Facebook ads and I have learned a lot from your post especially ad design. Bookmarked!
Thanks for the bookmark :)
Hello,
Wow, Awesome article. Thanks for sharing this article. Its very helpful for my ecommerce website getting search engine result. thanks a lot.
Regards,
Karishma
Glad you enjoyed it
It’s hard to belive that you had a ROI of over 2000%, this is really amazing.
Now it’s the second day that I’m trying to get my ads approved on facebook, but it’s been rejected every time that I submit them.
I’m trying to advertise my landing page for a short and free online course. I read their guidelines and I’m doing all right, but my ads is always beeing rejected…
And it’s weird that months ago I advertised several times with no problems about being approved.
Yeah they have tightened things up in recent times, pesky Facebook!
This post is really useful for me and helps me a lot, thank you!
Reply
No problem Carl
Do you think there is a way to generate leads om Facebook without paying money for it? I feel like it is almost impossible.
Well Facebook advertising is in itself a paid traffic source
To me, the value of this article can not be quantified. It’s 2016 and I still very much find this article brilliant. I have always had one or two concerns about Facebook marketing and thank God I came across this article. Now let me go to work and try to put all those awesome tips into practice. You are the BOSS!
Yeah the only difference now is more people are using it so it costs more
That’s a great article. But you haven’t mentioned what are you selling on your email list to make this insane ROI from your facebook ads?
I’m curious to know what you are promoting to make this huge return?
Thanks.
I talk about it in the article, but essentially I calculate the 90 day $$$ value per email subscriber
Hi Matthew,
I`ve tried in the past sending traffic to similar landing pages from Facebook Ads or Google Adwords, but the ads were not accepted.
Is there anything else that should be done?
Thank you
They have got a little stricter now, you just need to build out slightly more detailed landers
Great post Matthew!
I have a question about the audiences in Facebook.
For instance my online course is for corporate trainers and HR people who provide training so it’s totally B2B.
Now I know that obviously everyone hangs out in Facebook.
I don’t want to use LinkedIn advertising because it’s expensive and I also don’t understand much.
Anyways to advertise on Facebook how do I target the audiences in my niche.
Based on buyer behaviour do you think people in B2b space would be interested in my program if they find me through Facebook?
Appreciate your help. Thanks
First of all I would start by keeping it simple with a retarget campaign to increase the ROI of your current traffic.
Then use the insights data you get back from that to target a broader campaign
Thanks for this! Our company will deffinitely use your suggestions. Great work! Keep it up!
No problem Ula :)
Great post Matthew. Just out of curiosity, have you ever tried Clickfunnels? I’m looking to register with either LeadPages or Clickfunnels and would love to hear your comments.
Thank you
I considered them but ended up going with OptimizePress for my launch
Hey Matthew,
Thanks so much for this tutorial — I implemented recently and am seeing AWESOME results. Have you changed your country targeting since you wrote this?
I’m getting a ton of email signups from less developed countries than the US. Not that that’s a bad thing, but I’m wondering if the monetary value of email subscribers differs country to country.
Thanks for everything!
Hey Michael,
Of course they do, in the US people have a lot of disposable income compared to other countries and when I launched my product recently there was 1 country in particular that had a 100% refund rate but I won’t name them because the biggots will come out in force haha
Mat, i found so much new for several posts…didnt know about the tools for facebook….
Still confusing a little bit for the conversion through landing pages…i mean to bring traffic->to get subscribers->to make promotion.
This point im still trying understand which way to make promotion,which products and throug which tool?if there are any autoresponder tool with nice designed emails?how is it looks the promotion?if there is any examples and case studies how exactly is going on…after subscription …..?if i can offer different affiliate products to base of subscribers?if there is any nice designs and scheldured email system tools?
No problem :)
Take a look at https://www.matthewwoodward.co.uk/blogging/email/email-marketing-part-1/
Hi Matt…
How to pick the right interest on your ads?
Thanks :)
Well if you are trying to target people in SEO you might target people that like search engine journal?
Hi ,
I would like if you can suggest or help something regarding our eCommerce Venture. We have spend more than $600 USD on facebook advertisement , i got likes but very less post engagements and no sales. So 0 ROI.
I have also tried buysellads marketplace and place our ads their but it was expensive with zero ROI .
We are in our initial days and seeking someone who can really help us out.
Our Website Url: http://www.giftamillion.com
What is the user journey you are taking people on? Eg Facebook Ad > Product Detail Page > Checkout ?
a pity that the facebook blocked the capture pages. Yielded enough “hot” leads.
Thank you for material available
I dont think that they have?
Hi Matthew
Thanks I found this really informative. I knew to all this so this may sound like a very basic question but how to you link the FB ad to your Leadpage?
Thanks
Kerrie
Just put leadpages as your destination URL for the ad
Hi Matthew and thanks for the useful post.
I think someone mentioned already about Facebook Partner Categories as available in the States. As far as I’m aware this allows you to narrow down your audience considerably in the ‘Behaviours’ part but is currently not available here in the UK.
I gather Facebook will introduce it here too at some point is this something you are aware of?
Also the Aweber setting that gets around the opt-in function sounds good. Is this something you can share with us? It would take me forever to figure it out!
Keep up the good work.
Seb Alexander
http://www.themoneykitchen.com
I tend to find the more specific you get with your audience, the more expensive the costs per clicks are – but then you have to consider the conversion increase with been more targeted. Its a tricky game :)
I use https://www.matthewwoodward.co.uk/get/leadpages/ for my Facebook optin landers!
Hi Matthew. Great tutorial. Your blog has taught me so much.
Am very sorry if you already said this somewhere and I missed it, but could you please tell me why, at 6:50 in the third video, you bid $5.00 using the “maximum per click” option instead of using the “maximum per 1000 unique people reached” option?
And as an affiliate marketer who is about to start a Facebook advertising campaign promoting a single-opt-in offer on an external landing page for which the payout is $2.50 per opt-in, would I be better off bidding “per click” or “per 1000 people reached” do you think?
Thanks very much.
There are a couple of theories on this, if you start by bidding on a CPM basis but the ad sucks and doesn’t get a single click you’ve spent a bunch of money for nothing.
By starting bidding on a CPC basis you don’t have that risk and then collect enough data to work out whether you would get more bang for buck with CPM or CPC bidding.
Although personally I just leave it on a CPC basis permanently.
Thank you Matt. That’s helpful to know.
No worrys!
Hello
I tested this out with a £10 advert. I got 50 clicks to my website, and zero subscriptions.
I can’t understand why no one signed up, when the advert clearly states that it what the link is for?
I’m stumped as to how to run my blog’s launch advertising – likes or this lead generation – as it seems neither works well.
http://www.naturettl.com/eBook/ is the squeeze page.
Well I think the page is to busy, it doesn’t clearly communicate the benefits to the visitor. They have to stick around and read the page/invest time to work things out.
The word ‘Get’ is a killer – that means I’m going to get something without doing anything. Replace that with ‘Claim’ which inherrently says you have to do something to get something.
I would just focus on the core benefits of ‘What You Will Learn’ and a few simple bullet points of what they will learn
50 clicks isn’t enough to test – and I assume you are running some sort of split test?
So for example if you had-
40% visitors came from email
$10,000 profit
2,000 email subscribers
The calculation would look like this-
40% of $10,000 = $4,000
$4,000 / 200 email subscribers = $20 per subscriber
I’m a little bit lost with the math. Should it be 2,000 email subscribers or 200? Because it would be $2 a subscriber not $20.
Not being a smart ass just trying to understand. Thanks!
Nice spot made a typo on the first bit :)
do you think it worth it to buy facebook advertising software to help target your buyers thanks derek
Yes – my cat is called Derek
Great post, Matt!
It looks like you are sending traffic to your own URL. Do you find it cheaper / better / different sending there compared to a Facebook tab integration with Leadpages? If so, would you lay out the post in a similar format?
Thanks!
Adam
While I havent tested this, basic conversion principle says the less choice a user has, the higher the chance of them taking the action you want them to take.
When you use a tab integration, they have about 20-30 choices more than if you take them away from Facebook where there is only 1 choice.
Amazing info as always, explained through real life example.
Really grateful for all of the tuts you’ve made.
Although It would be really great if you could provide some free/cheaper software alternatives for those who are just starting and have limited budget. Maybe I’m being greedy tho. :)
Btw I’m stealing those table styles you use. Really neat touch with the hover effects. #nerdimpressed
Thanks for the shares!
Well if your not willing to invest in your own future… ^^
Great write-up Matt, I’m starting to experiment with FB advertising and I’m going to try your guide out step by step. Quick question though: for a different website click campaign I tried, $10 netted me 2 clicks. I thought it was a joke at first but nope, $10 for 2 clicks on a highly targeted audience. That’s why I stopped taking FB advertising seriously, but this has given me another breath of inspiration to give it a second chance. Any other quick tips to make sure that CTR is really good?
Depends what you are targeting and how – click prices do vary between niches.
Also I have found that by using the standard targeting options/interests/relationship status etc you tend to pay more the more specific you go.
Where as listing specific user IDs is by far the cheapest way I have found with retargetting coming in the middle of those.
Gotchya. I’ll try out the specific user ID approach and try segmenting them as different campaigns. Thanks for the help Matt, have a good time snowboarding and a safe trip!
Thanks :)
I’ve seen ur ads even though I’m an Indonesian. Honestly I know from the first time that the purpose is also about list building.
Guess what I think? I have no regret becoming your list because you have outstanding posts.
Thanks matt, really enjoy your blog (y)
Thanks :)
Hi Matt!
How to get your budget is divided equally between you all ads? I mean… Facebook sometimes sends all traffic to a single listing and we can’t a proper test
Thanks
Well they let them all run for a little bit, and which ever gets the highest CTR then gets priority.
What you can do is just pause the ad that’s getting all the impressions so they flow into the other ads.
Thanks Luke :)
I’m not moving for another 4 weeks yet :)
Simply a terrific post, Matthew. I was at a high-level internet business event two months ago and one of my takeaways from the event is that I have got to start marketing my business on Facebook. Your post is very timely. It will provide an excellent template for me. Thank you so much!
Was that Affiliate Summit?
Nice work. I’ve seen your ads on my FB timeline.
Then you better have clicked them :P
Hi Matthew, great write up.
I was just wondering about double opt-ins for your email list. You normally do this and it is probably best practise to use a double opt-in, but from an earlier comment it looks like you didn’t with this Facebook advertising.
Was this purely because you did not want to waste advertising clicks with people who don’t opt-in. Was this a major consideration for you?
As a follow up, how many people (%) don’t confirm their opt-in emails in your experience?
Cheers, Neil
Hi Neil,
That was down to having different goals affecting the user journey. The confirmation process takes them through a couple of extra things that people from social wouldn’t be arsed with.
I didn’t know you can actually collect email subscribers through fb. I thought it was all about reaching out through the social media as people often visit the site. I guess I haven’t optimized facebook’s usage if that is the case. Thank you for educating me more on this.
Yeah you can take traffic off Facebook and do what you want with it
Hi Matt, again a great post, just one question.
Do u check the engage with the new Facebook Fans?
I don’t know what you mean
Nice tutorial man! I haven’t quite got around to playing with LeadPages, numerous people have suggested it to me for a few months now but I like your tutorial on it – Means I can save time getting to know the software easier.
Yeah I highly recommend it, takes all the headache out of dealing with landing pages!
Epic post Matt! Getting the “double lead” is why facebook is such a powerful medium to advertise with. The money you made was like icing on the cake considering Facebook PPC isn’t your primary method of marketing. Have a good one.
Yeah its getting pretty interesting, I’m going to play with re-targeting next week as well
Thanks for a great tutorial on how to advertise on Facebook this will come in handy for me over the coming days.
There is just one additional comment I’d like to make about the belief that nobody buys from Facebook.
This simply isn’t true! My wife constantly buys on facebook. She has bought beauty services, pictures, cakes, furniture and anything that she likes.
She has even received a risidual income thorough Facebook along with probably 1000’s of other people.
If you look beyond bricks and mortar businesses and internet marketing you will literally find 1000s of local community pages who sell on Facebook everyday.
Check out some gossip girl type pages if you can and you’ll notice just how many different products these women want right now and on a daily basis at that. the price range can reach 1000s, they ask about holidays,houses,cars you name it.
Plus if nobody on facebook really buys what would be the point of all the ads and all the games? especially the casino’s.
You just need the right twist to make it work and boom you’ll make a ton of money right there on Facebook.
I have a few ideas and always be mindful of limiting yourself, nothings impossible : )
Interesting point of view – I do believe that there are people in buying mode on Facebook, it’s just they are a small majority. But what would be interesting to explore further is time of day the ads are shown.
Even if someone was a’buyer’ it’s more likely they would buy at lunch time/after work rather than during the day.
I agree with you it’s all about the timing of the ad.
It would make more sense to catch people early in the morning before work, lunchtimes and just after work.
Weekends would probably be tricky at times too depending on who you are marketing to I guess.
I’ve been reading an interesting blog post on the best time to post on facebook, it also includes Twitter,Google+, Linkedin.
You may want to check it out, you might just find some of the answers you want to explore further
http://www.business2community.com/social-media/post-facebook-twitter-google-linkedin-pinterest-infographic-0804743#0JtcjTJF2DzStxBy.99
Thanks for the share will check it out!
Hi Matthew!
Some questions:
(A) you already have you data for subscriber value, right? Those $ numbers made me a little lost on the calculation…
(B) what do you thing about Optimize Press 2.0? Buying the $97 looks less expensive
(less than $10/month, spliting for 12 months X $37/month from LeadPages, or $24, if payed yearly)
Sincerly? I kind of prefer LeadPages. Those guys don’t stop making it better. But its a little more expensive for who is beggining…
But just putting this numbers here, looks like a really small diference between both prices (even for a beggining), if you’re really into IM.
One sale more each month makes it worth.
But, I’d like to hear you, anyway!
Thanks
Hi,
1) Yes its in the post, $17.81
2) I had a look at it about 6 months ago and it just didn’t fit for me. After seeing how many new features/developments leadpages had released the past 6 months it was a no brainer. Did you know if you filled out someone elses leadpages based opt in form, then came to mine – your details get auto populated so you just click submit.
That kind of thing makes it worth its weight in gold!
This post was like Christmas morning, Matthew. I’ve been meaning to get serious about Facebook ads and the ROI you showed in your last post got me super pumped. Can’t wait to give this strategy a shot.
This is a real gem :D
So your campaigns are already up and running right? :P
“I set everything up as above and targeted 4 different audience types – blogging, blogspot, wordpress & people who had liked my competitors.”
By that, do you mean people who “like” those pages or are just interested in it?
(Might be a stupid question, but asking since its been a long time since I advertised on FB)
– Amod
Hi,
Interested in :)
Hey Matt,
amazing blog post, as always.
Regarding LeadPages, any recommendation which package to choose? I see that the split testing option seems only to be available with the more expensive pro package ($67/month). Is that what you’re using? Thanks
Hi Phil,
Yes I’m using the one with split testing, that feature alone is worth $200 a month even if you just get an extra few % in conversion from 1 split test. You can run as many as you like :)
Great post man. Facebook marketing really important now. Because almost 48% of social media traffic on Facebook.
Actually I think Facebook has peaked and is now in decline, ask any teenanger what they use most. It isn’t Facebook!
I think that is a good thing from a business perspective. It seems that facebook has matured somewhat lately which can only be a positive.
Would be a good post to see which benefits you gain from each social platform and how to leverage them, especially G+
Great blog by the way. You make SEO very practical and not some alien language created by scientists !!!
Hi,
If you would like to bullet point your current problems with social media and each platform I’ll see what I can do!
Hi,
Great case study as always.
Lots of insights and points mate.
Thought, I would like to ask a question Matt. What do you think? How much is the role of “your reputation and established blog” in getting conversions like this.
Can average Joe starting out expect same numbers?
Thanks.
Hi,
I’m trying to reach new people so very little I would imagine. As long as you get the ad image, landing page and offer right your golden.
Hello Matthew,
Excellent post. I always wonder and doubt the Facebook add campings. But with the real data and statistic shared by you with excellent examples of best performing add, I will give a try now.
Hope this works.Great post. Also I would like to know is there any way other than this you can grow your traffic and genuine subscriber. Would be glad if you can help me out with this..
Good day
Thanks :)
There are unlimited ways to do that, best off finding where your audience lives and moving in.
Hi Matt,
This post is really usefull for me and help me much, thank you!
No worrys :)
I was awaiting your report about your campaign. I’m glad to discover the fb power editor. I never heard about such a tool. It seems very handy and i will try it. I spent too much time struggling against fb ad forms pages to set up A/B testing !!!
I’m currently running an fb ad test drive with the Brian Moran fb landing page and a leadbox from leadpages.
So far I’m surprised to get twice more likes than subscriptions.
Thanks a lot for your work.
Good luck with your testing :)
Hi Matthew,
Great stuff!
Two quick questions:
A) Did you made any money from your hosting? If yes, how much of them converted into justhost customers?
B) How did you managed to get me on your list? Whenever I subscribe, I usually need to click on some sort of “confirmation email”. However, on your opt-in-box – I didn’t have to do it.
Thanks,
Mikk
Hi,
1) No because that was an after thought, I only added that in the last few hours of the campaign.
2) Thats just a setting in Aweber
Great article…
Some time ago I tried to use face ads to sell a product as an affiliate, a small campaign to see the conversion and CTR, and I was really disappointed with conversion. :(
This idea of building the list is actually much more effective.
I’m finishing to create my blog (following the tips of your other article) and I’ll go this way again when using facebook ads :)
Thanks again for this post and also for the great blog..
Let’s look at this way, how many times have you personally bought something while scrolling through Facebook either watching TV or taking a dump?
That’s funny right there.
It’s true :P
Hi Matthew,
Thanks, I was looking forward to this tutorial.
Need to think how I can manage FB traffic into conversion for my webshop.
Was not that into email subscribers, but as you mention, FB users are not in buying mode. The email subscriber would be more interested in a good offer on a later time.
You gave me something to think about.
If someone else have some good experience with FB ads and ecommerce, please let me know.
Thanks! Mattias
Put a content strategy around your niche to engage people, grow social followings & social signals to soft sell into your main product line.
Combine that with an engagement sequence, oosh :)
Exactly, time to stop reading your post and get hands on:p
Cheers, Mattias
No worrys!
Hi Mathew…i have been receiving your emails and info on internet marketing recently… I am interested in doing a joint venture with someone who i could work with me in an interesting field…i have some thoughts and ideas which would be useful to talk over…if you are interested i would be happy to have a chat to see if it could work or not…. Tim
Sorry I don’t get involved in partnerships
Thanks very much for sharing, Mathew. What software do you use for tracking? Do you use cpvlap or imobiltrax or is there tracking service that you would recommend?
Thanks and have a good day!
I just use Facebook Ads combined with what Aweber shows. I also have Google Analytics campaign tracking set, but thats it!
I used to use Prosper202. It takes a bit of getting used but the good thing about it is that is free and is being offered by many domain hosts. The installation is also very similar and can be done through the Cpanel
I’ve used that before but I didn’t see a need for it here.
You have just convinced me to get back into FB Ads! Am going to try this out! Thanks Matt! Very precise and to the point!
No worrys :)
I was waiting for this guide for a couple of days. I ran a similar campaign with the same images and the CTR was around 2-3%. A much needed tutorial for people who want to jump start a FB campaign.
Good job :)
Great work Matt thanks, love the level of detail.
Cheers Terry!
Hey Matthew,
Been lurking for a long time, but this post has compelled me to comment just to say thank you!
I’ve been playing with FB Ads for a week or so, and have found that it’s difficult to convert visitors by sending them to a post containing affiliate links. Getting them to sign up as subscribers first definitely seems like the way to go!
Also, I can’t believe I didn’t know that you could get a $50 voucher off Fiverr. That’s an awesome tip.
Thanks for this great post!
Will
Hi Will,
Glad you enjoyed it :)
Hi Matthew,
It is nice to see how your campain works. Can you give me another example for someone that don’t want to use email optin? For a blog it is good to get those emails but what about a company that only has a few design services?
Like a logo company that only makes logo’s
I can try to get their email and then send them a special discount for a period of time to order a logo to get better conversions. But I don’t think I should concentrate on emails if they only order a logo once. They won’t change logo’s every month. So what would you try to get better conversions for a logo company?
Hi,
I wouldn’t do it without an optin – even if the goal is to sell a product I would still have them optin first. When people are browsing Facebook they aren’t in buying mode, they are in exploring mode.
Capture them while exploring, sell them to them later.
Really interesting findings Matt. You cant really argue with 2,800% ROI.
I’m finding FB ads have some great targeting options and its super cheap to get clicks within the FB eco system. Gets a bit more expensive trying to get people off FB tho.
Do you know about the super targeted 3rd party custom audiences you get when signing in from the US? Hola it up to see what I’m talking about.
I’ve managed to get over 10% CTR with mobile news feed targeted ads with custom audiences. Pretty sweet for any paid ad. The image is pretty key for FB ads (not surprised the cheeky redhead did well :))
One thing I have found is conversions from FB tend to be pretty weak. Have you worked out what was the actual ROI from this campaign? I can’t image a FB signup is worth the same as your organic email subscribers.
Great write up btw. Love how you make everything so data centric and easy to follow.
Hi,
Yes I am aware of them, but they are also against terms of service. I don’t want my main blogs URL banned from being able to advertise in the future :)
My funnel is designed to take cold traffic and build relationships, no selling is involved.
Matt,
I’m surprised the girl on your 3d landing page did not convert that well. Probably, wonna-be bloggers in Facebook are too busy to think about anything else rather than work :)
Anyway, split-testing is about studying the users’ behaviour and the way of their thinking.
Thanks for the real experience post.
No worrys :)
wow.. really in time follow up on Facebook ads.
This is very instructive and I will replicate it soon
Thank you
Hope it helps you out!