One of the things that I have learnt over the past few years, is the skill of converting a cold audience into buyers. 

That is, turning someone who has never heard about your brand or your product, into a customer or client. This is what I do, day in, day out – helping entrepreneurs grow their business by selling more of their products and services using Facebook and Instagram Ads. 

So I was happy to accept my new client, when she asked me to help her increase her revenue, using Facebook ads and sell one of her most popular products, a female beauty product.

The type of products that I have run in the past were lead generation campaigns and ads promoting digital courses, but I have a flair for eCommerce campaigns, since it is an easy campaign to set up, especially if the product shows evidence of being sold in the marketplace. 

My client already sold her product on other advertising platforms such as YouTube and with influencer marketing. In 2017 she generated over $100k in revenue from these platforms, but things declined in 2018, so she decided to try another medium, to see if she could pick back up the momentum. 

Knowing that she had over $100k in customer data, made it an easy decision for me to accept this Facebook marketing request, because this data would help me get great conversions for her.

Whilst I prefer to work with businesses who already have a product that is validated in the marketplace, I also work with start up businesses, but over a long term period to help them get where they need to be in business. 

In this campaign, the total amount spent on ads was $6309 and this brought in revenue of $19563; a 310% return on investment. 

In this blog post, I will walk you through how I achieved that result, the type of objectives I used in the ad campaign, the strategy I used in the ad campaign, what worked and didn’t work. 

Here’s What You Will Learn: 

• What I did before I started running the Facebook ad campaign
• The type of strategy I used for this Facebook ad campaign
• How to set up an eCommerce campaign using Facebook ads 
• The results achieved during this eCommerce ad campaign 
• What could I have done better in this eCommerce ad campaign

What I did before I started running the Facebook ad campaign

If you have your own eCommerce store, there are a few things that you can do, to set up your campaign for success. 

This includes checking that all pixels are in place on your website, so Facebook can track it properly. 

For an eCommerce store, you want to ensure that your page view, add to cart, initiate checkout and purchase pixels are properly in place. This will help Facebook optimise your campaigns so that you can get more of your desired conversions.

If you already have pixel data or some type of customer data, you can also calculate what your KPIs (key performance indicators) should be, to use as a benchmark for your ads. 

So in my client’s case, I knew what her average monthly gross revenue was, so I kept this in mind when running my campaigns and worked to achieving this or exceeding it. 

I also knew that her website was converting at 0.9% to 1.19%. Typically on an ecommerce site, a sales conversion rate of 2% or more, is where I like my client’s websites to be. If the website does not convert at 2% or more, then I would have to put systems in place to improve the sales conversion rate, such as optimising the website for a better performance. 

I also like to make sure that I have sufficient data, that I can use, to help fuel Facebook’s system, so the ad can perform the way I wanted it to perform. 

For example, the more data you can help Facebook with, the more likely they are to show your ads to the people that are likely to take a certain action in relation to your ads. 

In my client’s case, she not only had a lot of pixel data, but also a lot of personal customer data, that could then be used to help Facebook create an ideal customer avatar, which they will use to go out into the marketplace, to show your ads to people who are likely to take your desired action. 

This customer avatar, Facebook refers to as a custom audience. With a custom audience, you can create a lookalike audience, which you can use to expand your reach and scale your campaigns. 

The type of strategy I used for this Facebook ad campaign

In my client’s campaign, she had one product that she wanted to focus on. 

This was easy, since I did not have to start by testing a number of products, to see which one drove the most conversions. 

When clients know exactly what their audience wants, that’s a good sign that you are working with a good client. 

In my client’s case, she knew that she had the most sales from this particular product, and knew it was well received by her target audience. 

If however, you are just starting out with Facebook ads and you’re not quite sure what your audience likes, here is how I find that out. 

I set up 5-10 different product campaigns and drive traffic to each of those products to see which one will convert. The one that gets the most conversions is the winner.   

The strategy I used, therefore, to introduce the product to the Facebook and Instagram marketplace, was to start by creating a custom audience of all of my client’s page engagements, both on Facebook and Instagram. 

I also created a custom audience of all of my client’s website visitors in the past 60 days.

These custom audiences are people who have interacted with the brand. When you collect such data, you can go on to use it, to create lookalike audiences. 

A lookalike audience, is an audience that Facebook creates that mirrors people who have already engaged with your brand, Facebook or Instagram account, product or website. A lookalike audience, is very useful for expanding your reach, so you can reach more people on the Facebook and Instagram platform. 

After I created my custom audiences, I created a lookalike audience of both her engagers and web visitors and used these new audiences to create my ad campaigns. 

As you can see from the images, Facebook found an audience of over 8 million additional people, that I could now show the ads to. This is how powerful Facebook ads is, because there are so many ways you can reach more people.

With the new audiences in place, my goal was to first show the first set of ads to this group of people and then immediately retarget them with another set of ads. 

The first campaign that I set up, also include 5 ads with different variations. So I made sure to include different videos, headlines and text in the ads, to split test them amongst my audience and see which one would get the most views and engagement.

My second campaign was created to help identify people who engaged with my first campaign, and retarget them with the aim of serving a different ad, to prompt action, which was to click on the link, visit the website and make a purchase. 

The third retarget ad, retargeted all the website visitors who added the product to cart and served them a different ad, inviting them to return to the website to complete their purchase. 

Here is what that retarget ad looked like: 

Also in the background, whilst I used ads to remind the audience of the product, the client also had an email marketing campaign running in the background, to collect email addresses on the website, from those who started the initiate checkout process and completed their email address, but did not make a purchase. 

Those persons who completed the initiate checkout process, were retargeted by email with a series of email marketing campaigns, to co-erce them back to the website, to make the purchase.

This here, is the entire flow of the ecommerce funnel. 

How to set up an eCommerce campaign using Facebook ads 

Now that you know the strategy, let’s take a look at how I set up these Facebook ads. 

The first objective I used, was the traffic and engagement objective. 

Even though I used these objectives, the aim was not to get any purchase conversions here, but just to spark interest in the audience, to get them to click on the link and visit the product. 

Also by using the traffic and engagement objective, Facebook will serve the ads to a segment of the audience, that is likely to click on a link and visit a website, as well as people who like to like, comment and share a post. This helps create virality and act as social proof.

One thing to note, as an advertiser, make sure to use Facebook’s campaign objectives properly. 

Even though I set up four campaigns, two with a conversion objective and two each with a traffic and engagement objective and all four campaigns contained ads with a link to the website, the only campaigns that gave the best results such as add to carts and purchase conversions, was the conversion objective ads.

So this goes to show, that if Facebook tells you, that the conversion objectives will get you conversions, then they are telling the truth. 

I remember for another client’s campaign, I tested a traffic and conversion objective campaign side by side, to help generate leads. In 24 hours from the start of the campaign, the traffic objective campaign got the most link clicks to the website but got no lead conversions but the conversion objective campaign got the most lead conversions. 

With the traffic and engagement objective campaigns set up, I allowed those ads to run for a while in order to collect data. 

Next, I created a conversion objective campaign and split tested between optimising for add to carts, initiate checkouts and purchases. 

I told myself that whichever campaign gave me the most purchases, will be declared a winner. 

Surprisingly, the campaign that optimised for add to carts gave the most purchases. 

I was surprised, because most advertisers say that if you want Facebook to get you the most purchases, immediately optimise for purchases. 

I tested all three objectives and the results speak for themselves.

This is a lesson to all advertisers, that all campaigns are not the same. This is why it is necessary for you to create your own campaign, run your own tests and let your data help you create the best campaign that works for you. 

Two campaigns – created by two different advertisers – will never be the same.

One thing that I realised in this campaign, was that there were a lot of people who added the product to cart, initiated checkout but did not purchase. 

So in addition to my existing campaigns, I first created a custom audience of everyone who added the product to cart. 

I then retargeted that custom audience by setting up a retargeting ad campaign, where I targeted all the people who added the product to cart or initiated checkout, and served them a retargeted ad to tempt them to complete their purchase by offering a discount.

In hindsight, I should have excluded everyone who bought an item, since that would have made the audience a little more targeted and prevent the buyers who bought the item at full price, from seeing the discounted offer. 

Pro tip: Always make sure that you set up retarget ads in your campaigns. Not everyone who sees your ad the first time, will make a purchase. 

According to the sales statistics, it takes someone at least 7-12 touches, before they make a purchase. Make sure that your retarget ad is seen by your retarget audience multiple times to remind them to buy, but also to tempt them in some way to complete their order. 

The results achieved during this eCommerce campaign

With the conversion campaign which went straight to the product page for the sale, here is what the results looked like.

You will see from the image, that $3647.05 in ad spend, generated $8962.81 in revenue. Which was an ROI of 245.7%. 

However, take a look at what happened when I implemented a retarget ad campaign.

$1369.23 in ad spend, generated $10,600.27 in revenue which was a whopping ROI of 774.2%. That is why, it is so important to always implement retargeting in your Facebook ad campaigns.

What could I have done better in this ecCommerce ad campaign 

 As I look back now, I realise that I waited too long to change the ad images to prevent it from being exhausted. 

If an ad has a frequency of 3x or more, it means that your audience is seeing that ad too many times, and they may become immune to it. 

When they become immune to the ad, they skip over it and do not engage with it. 

In this campaign, to increase conversions on the retargeting campaign, I realised I missed opportunities for refreshing the ad creatives. 

Moving forward and in other eCommerce campaigns, I will take this into account and refresh ad creatives more frequently. 

Wrapping Up

Overall this was a very successful campaign, achieving $19563.08 from an ad spend of $6308.87.

The one thing that had a very high return on investment, was setting up the retargeting ads. 

As an eCommerce owner, if you are thinking of setting up ads yourself, always set up your retarget ads immediately, even if you have very little data. 

You can see from this ad campaign, that the retarget ad campaign performed so much better, than a direct ad to sale. 

This is because with a direct ad to sale you are serving ads to a cold audience. Retarget ads serve ads to an audience that has already interacted with your brand (your warm audience), making it so much easier to convert that audience and therefore driving down your overall ad costs. 

Another thing that’s important to mention is that, my client’s campaign was successful because she sold a product that people wanted. 

This is why it is important to validate your product, before you invest a lot of money into it. No matter how good your ads are, if the marketplace does not want to buy your product, it simply will not sell. 

Need help with your Facebook ads? Click here for more information about how I can help your business.  

What do you think about the results? Do you have any questions? Leave a comment below.

Cheers

The post How To Generate $19563.08 In Revenue from a $6308.87 Ad Spend With Facebook Ads appeared first on I Am Dawn-Marie.

Whilst dental practices use referrals and word of mouth as a method for securing patients, the problems they face is that they are slow and unpredictable, making it difficult for dental practices to scale their patient intake and make more revenue. 

This is why many dental practices use other methods of increasing their patient intake and in my previous blog post, How To Get More Patient Appointments as a Cosmetic Dentist, I outlined several methods for the modern dentists. 

One of the recommended ways that I spoke about is through search engine marketing and Facebook marketing.

But which one is more effective in helping you get your desired results as a dentist – that is more patient enquiries and a better return on your investment? 

In this blog post, I will outline the differences between Facebook Marketing and Google Marketing, how to use each one effectively for patient marketing and which one I recommend you should use for your practice goals. 

Here’s What You Will Learn: 

• What is Google Marketing
• What is Facebook Marketing 
• Understanding the patient journey on both Google and Facebook
• How to use Google Ads for dentists
• How to use Facebook Ads for dentists

What is Google Marketing

Search engine optimisation – free

Google Marketing or search engine marketing is two-fold. There is the free method of search engine marketing, where you rely on the Google algorithm to help your website get found in the search engines when a prospect searches for a keyword.

That keyword might be “dentist near Leeds” or “invisalign treatment near Leeds”, for example. 

So when a prospect goes to Google and types this keyword into the search box, Google may recommend your business. When that happens, you have tapped into the power of search engine optimisation, where your website has been adapted to respond to keywords that are searched for. 

If your website does a good job at optimisation, then you have the possibility of appearing on the first page of Google. 

However the ability for a new website to appear on the first page of Google, when that website has very little authority and age, is difficult. This is why, search engine optimisation experts will tell you that you should give your search engine marketing efforts at least 6 months to a year to see any real growth. 

But if you don’t want to wait for such a long time to pass, before you start getting enquiries from the internet through the free method, you can always use the paid method. 

Search engine marketing – paid ads

The paid method is when you pay Google to show your website on the first page when a keyword is entered in the search box. 

If you have paid a good price for the keyword and you can beat other dental practices who are also targeting the same keyword, then you may appear at the top of the search results.

When you’re using paid Google marketing to show your website to people who are searching for your services, you also need to keep in mind the cost that you are paying and the way your ad is performing. 

These costs and performance metrics will include:

CPC (cost per unique click) – the cost that you are paying for one individual to visit your dental website to check out your services

CTR (click through rate) – the percentage rate per 1000 times that your ad was shown to people that are searching for your services 

CPL (cost per lead) – the cost that you are paying for each person that subscribes to your website or makes a dental enquiry with your website

CR (conversion rate) – the percentage rate at which your website is turning your visitors into dental patient enquiries.

When you know these numbers, it will help you determine whether you’re paying a good price and whether you are actually getting a return on the money that you’re spending on advertising your services.

What is Facebook Marketing 

Just like Google marketing, Facebook marketing is also two-fold. 

As a dental practice, you can use Facebook to promote your practice the free way or the paid way. 

Facebook marketing – free

However there are grave limitations with the free way, unless you really understand how to leverage the Facebook algorithm. 

Sometime before 2017, businesses were able to use Facebook for free to post content and had a good chance that that content would be seen by a good number of their followers. 

However from 2018 onwards, Facebook announced that it would reduce the organic reach of content published on Facebook, which meant that businesses no longer enjoyed the ability to post content to their business page and have that content seen by the majority of their followers. 

Unfortunately, this is one of the problems that dentists now face when they try to promote their services for free on Facebook. 

And it’s no surprise that dentists do not believe that Facebook works for their business. 

Facebook marketing – free content strategy

However, when you understand how the algorithm works, you can optimise your content strategy, so that it works in your favour. 

For example, Facebook loves engagement and when more people engage with your content, more people see it. 

Therefore, create content that will encourage your followers to engage. 

One of the things that dental practices seem to love, but which they don’t realise has very little effect on engagement, is using before and after images.

Whilst showing before and after images to prospective patients, is a great way to show the outcome that a patient may have, and you may think that would encourage them to make an enquiry, dental practices should not use these type of posts frequently in their social media content strategy, since it does not drive engagement. 

The aim of social media posts should be to encourage engagement and when done properly, it means it can reach more people. 

When more people are reached, more people can see it and begin to follow you, which means that you have a better chance at securing new and more patient enquiries. 

Instead of these types of posts, you can create Live video content of a giveaway. Facebook says that live video content often leads to discussions among viewers on Facebook and it often drives 6x as many interactions as regular videos.

As a dental practice, a good piece of content can be a Live video about a giveaway that will encourage people to share. 

You can also do a Live video tutorial or interview of a patient’s results or encourage followers to ask a dentist any question they want. 

All in all, you want to think of publishing content that will be of interest to your followers so they will want to share your content with their own friends.

Facebook marketing – paid

With the reduction in reach to their followers, businesses now found themselves having to pay Facebook to reach more of their followers. 

However paid Facebook ads is also a great way to get in front of new people that may not have yet known that you existed.

The beauty of Facebook ads, is that it allows you to create ads that are targeted to a specific user who may be more likely to be interested in the service you are offering. 

For example, let’s say you’re a dentist that offers dental implants and you know that patients who are between the ages of 50-60 and are women, are your best candidates. 

With Facebook Ads, you are able to create an ad that specifically targets these people.

Here is an example of this criteria being selected in the Facebook Ads Manager. 

If you published a post on your Facebook page but didn’t use the Facebook Ads Manager, there is a slim chance that your post would be seen by the right people who are more likely to take action. 

But with Facebook Ads, you can put that piece of content in front of the right people and get a higher response, because the content is relevant to them.

Understanding The Patient Journey on Both Google and Facebook

Before you use either Google or Facebook, it is also important to understand the patient journey and how their usage of both platforms are important to you as a dentist when thinking about your marketing. 

When prospective dental patients use Google, they are actively searching for something. 

You can therefore reasonably assume that their intention to get the thing they are searching for, is on their mind. 

For example, if someone searches for “dental implants price”, you can assume that they know that implants are the right choice for them and they are considering getting this service but are simply “window shopping” to find the best price or the most affordable price to them. 

So the Google user is in the frame of mind of getting that thing now or relatively quickly. 

When a prospective dental patient uses Facebook, they are not expecting to be served ads. In fact they are there to check out what their friends and family are up to. 

So when they see your ad for dental implants, it may not be what’s on their mind because they are not expecting that ad – they’re not actively searching for it. 

And this is one of the biggest problems with dentists who try to use Facebook Ads but then say it doesn’t work. 

It’s because most of the times, their ads do not meet the prospect where they are. As a dentist you may create an ad that tells a viewer to call you for a consultation on dental implants, however this is not the type of ad you should be creating, since you do not know whether the Facebook user is ready for a consultation. 

Rather, a better ad for Facebook will be a series of ads that can start with a video, quiz or blog post that educates the viewer about dental implants. 

Once the user consumes that content, the dentist can follow up with the viewer and then invite them to get more information about the dental implant consultation. 

If you want to see how this works in action subscribe to my Free Case Study on How Dental Practices Get 30+ Patients In The Chair Using FB Ads.

Is Facebook Ads Or Google Ads Better for Dental Practices?

Now that you have a better understanding of Google and Facebook Ads, you may be wondering, which one is better for your marketing. 

Both Google and Facebook are giants when it comes to serving your content to the people that matter to the growth of your dental practice. 

Over a billion people search Google and use Facebook every month. So your patients are highly likely to be using these platforms.

When deciding which marketing method you should use to get more patients, both are great methods and you want to keep in mind a few things: 

• If you have a dental practice that is national and not regional, meaning that you have several practices all over a country, Google and Facebook give you great targeting options. The difficulty happens when you have a regional practice that is only located in one city. 
  
• In this case, Google may not be the better option since the targeting criteria may yield fewer results, however if you target a specific keyword like “invisalign treatment Leeds”, you may get better, targeted responses.
  
• If your goal is to grow and get patients to your dental practice you can use both Google and Facebook Ads but you need different strategies for both platforms. The behaviours of people on Google are very different on Facebook, so you need a different strategy to get dental patients on Facebook, than you would on Google.
  
• If you want to grow your social media following and want a social media presence, using Facebook Ads is the obvious better choice.

• If you want scalability and want to reach more people in a shorter period of time, Facebook Ads is the better option.

You might be asking which platform is more cost effective? 

Well I like to think about the value you are getting from using online advertising. Cosmetic dentistry, for example, is a very lucrative service and you can get a great return on your investment with a small ad budget. 

Typically dentist leads may cost you $12 – $20 per lead. But let’s say you had 100 leads and spent $1200 – $2000 to acquire those leads and you were then able to convert 2% of those leads into invisalign patients. 

An invisalign patient may be worth $3000 to you on average. That means if you only got 2 dental patients out of those 100 leads immediately, you would have made a 3x return on your investment. 

Not only that, after following up and nurturing the remaining 98 leads, you have the potential to convert even more of them over time.

Would that be worth it to you, to spend less than $2000 and earn over $6000 in revenue? 

This is what online advertising can do for you and both Facebook Ads and Google Ads have the ability to give you this type of return.

How to Use Google Ads for Dentists

Here is a quick overview of how you can use Google Ads for your first dental campaign. 

You will first of all need a Google Ads account which you can get here.

Once there and you have set up your account, you need to do a bit of research to find keywords that prospective patients might be searching for. 

Use Google’s Keyword Planner tool for this process to see the volume of the keywords searched per month and your likely cost for a visitor who is targeted by this keyword.

Here is an example of what an invisalign dental campaign might look like if you were to target the keyword “invisalign treatment”

Pay attention to the fact that you are targeting all over the United Kingdom. Keep in mind that this may not be ideal if you have a regional practice. 

The research shows that throughout the UK, people search for “invisalign treatment” approximately 100 to 1000 times and it may cost you less than £5 for a visitor to visit your website to check out your service.

Once you have a list of desired keywords you would like to target, you can proceed to create your ad campaign to start your ad. 

Here is what a typical Google Ad looks like for Invisalign treatment 

How to Use Facebook Ads for Dentists

To get started with Facebook Ads for your first dental campaign, you should create a Facebook Business Manager here.

Do not create a Facebook dental campaign by boosting a post. This is not the best way to advertise on Facebook.

Once you have set up your Business Manager you can start building your ad campaign through your Ads Manager.

I mentioned before that Facebook Ads require a strategy. Take a look at my Free Case Study on how Dental Practitioners Can Use FB Ads To Get 30+ Patients In The Chair Per Month to see a strategy that you can use.

When setting up your ads, make sure that you use Facebook’s detailed targeting section to target the right people who are likely to want your services. 

For example, for a teeth-whitening campaign, you know that women between the ages of 25 – 55, who are about to get married typically use your services. 

Use the detailed targeting section to target this specific group of people. 

Once you have set up your targeting, go on to create your ad.

Wrapping Up

Modern dental practitioners are no longer relying on word of mouth or referrals as the sole method to grow their practice. 

Of course if you prefer slow growth you can, but the modern ways of marketing your practice is through Facebook or Google ads where you have the oppportunity to have a consistent stream of patient enquiries flow into your practice. 

If you’re ready to invest in the growth of your dental practice through Facebook Ads, let’s jump on a free discovery call where I can share a few ideas as to how you can use Facebook Ads to grow your practice and get 15+ new patient enquiries in less than 30 days. 

You might also want to check out my Free Case Study on how Dental Practitioners Can Use FB Ads To Get 30+ Patients In The Chair per month.

The post The Difference Between Google and Facebook Ads For Dental Practitioners appeared first on I Am Dawn-Marie.

So maybe you’re just starting out in business and do not have a big marketing budget. 

But you know that in order to start making money, you need to get leads through the door so at least you can start the conversation with them and tell them more about your offer. 

Maybe you’re already posting on social media. 

You’ve heard about LinkedIn and Facebook groups. You show up everyday posting consistently about your why, your goals, trying to make “valuable” connections that your coach told you to do. 

You thought that if you did that, it would help you build meaningful relationships. I mean that’s what they tell you to do right?

But building relationships organically takes time. 

Therefore it would take time for people to actually enquire about your business.

Also you have to deal with the social media algorithms. The content that you have spent hours creating, are your followers seeing it?

How long is it going to take you to get one lead, let alone one discovery call session? 

Well if you’re struggling to get leads in your business but you don’t want to spend too much on marketing, here’s a Facebook Ad strategy that you can use today to get more leads to know about you and consider working with you. 

This strategy is for you, if you have dabbled in Facebook Ads. 

You use the Ads Manager and are not guilty of boosting points. (By the way, boosting posts don’t really work). 

You know what sales funnels and email lists are.

So here’s what I would do. 

Sales Funnel Strategy

The sales funnel for this strategy must first be created, since this is what we will be promoting with Facebook Ads.

The sales funnel must also be positioned in a certain way to help you generate the leads and convert them into appointment bookings. 

Your sales funnel must have a lead magnet that makes a big promise, to entice your audience to want to opt in, to see what your big promise is about. 

I recommend that your big promise be something that is unique to your business, that cannot be found anywhere else. So as a Facebook Ads consultant my big promise could be: 

“How I helped a course creator in the real estate niche generate over 500 leads at $0.40 per lead and get over 40 students into her workshop at a cost of $3500 per student”

The type of promises that you don’t want are basic promises that have no real influence and no real value. 

Those types of promises are:

“How to get leads into your business”

“How to use Facebook Ads to get leads into your business”

These are not unique promises since the information for this type of promise can be found on the internet with a Google search. 

The promise you create must be so specific, that it would pique the curiosity of your target audience, who would want to learn exactly how you were able to achieve that result. 

But you might be asking, what if you’re just getting started and do not have any results?

In that case, work with what you have. 

What knowledge do you have, that is unique to you that you can leverage and create a big promise? 

Do you know how to do something? Can you turn that into a pain point and desired outcome promise?

For example, 

How I achieved [desired outcome] without [pain point] or 

[desired outcome] so you can [desired outcome] without [pain point].

Here are some examples of big promises that I came across during my search of the internet.

Once you know what your big promise is, create your lead magnet and lead capture page. 

That lead capture page must lead to the delivery of your big promise. 

I recommend that your big promise is delivered as a video or webinar because the aim is to engage the lead right away, inside the funnel, so you can weed out the people who want the freebies from those who are serious about taking you up on your offer. 

Remember that if your lead magnet has a big promise and you deliver on that big promise by showing the lead how you were able to achieve a result or how you do something in your business, your end goal is for the lead to say “I want this” and take the next step with you. 

So this is why I am suggesting that when the lead lands on the thank you page of your funnel, that they receive the big promise in the form of a video or webinar. 

From the thank you page, that is where you will have a call to action, to book your time.

Most funnel builders allow you to integrate a calendar in your funnel. So the call to action should be linked to a calendar. 

Once the lead looks at your video or webinar and provided your promise is as good as you say it is, you can expect your lead to move on to the next step of booking time to speak with you. 

Ok great. So your foundation is now set up. Let’s move on to the ads.

The Ad Campaign

A lot of coaches and consultants feel that they need a big budget to get started with Facebook Ads. 

Maybe they’ve seen other “gurus” talk about needing thousands of dollars to start an ad campaign, but I want you to know that the reason why these “gurus” say that thousands of dollars is needed to launch a Facebook Ad campaign, is because they are attracting a certain type of client. 

Their clients must fit into their ideal client profile but that does not mean that you as a beginner can’t use a small budget to make Facebook Ads work for you. 

So when starting with your ad campaign, here’s how you can get started for $5/day. 

The first thing you need to do is start a conversion campaign. 

The aim of your sales funnel is to get subscribers into your funnel. Therefore you want Facebook to show your offer to people who are likely to become a lead. 

That means that those people do more than just liking a post or clicking on a link. 

Facebook is going to show your ad to people who are more serious about taking the next step in their business and are looking for information to help them achieve that. 

So when you create an ad, the objective you need to use is Conversion.

Adset Level

The next step is creating your adset. Your adset is where you define your audience. 

You will tell Facebook, what type of people you want to see your ad. 

Here is where you will focus on the gender, age and location of your target audience. 

You must also do a bit of research to understand what interests your target audience has. What blogs or magazines do they read, what public figures do they follow, what communities are they are a part of, what tools do they use in their business. 

If you struggle with targeting and don’t know where to start, my free resource will help you. Click here to download it.

It is also at the adset level where you will add your budget. I am teaching you a $5/day strategy so you can start at $5/day.

If you want to start at a higher budget then go ahead. Enter whatever amount of money you are comfortable spending. 

But I want you to remember one thing. The amount of money you spend on Facebook Ads, determines how quickly you get results. 

It is completely ok to start at a low budget for lead generation and it works. Facebook is on your side because it knows that when you get results from your ad campaigns, you are motivated to spend more money to continue getting the results you need.

Ad Level

Once you have entered the criteria for your adset let’s move on to the ad level. 

This is the most important part because here is where we need to test what type of content will resonate with the audience we selected. 

It is important to test your images, videos and text to see how your selected audience responds to it. 

So create content that speaks to your target audience.

At the ad level, create up to 2 ads if you are spending $5/day. 

Those ads could be split into:

Ad 1 – image ad with long copy 

Ad 2 – image ad with short copy

It is important that you test one thing at a time to see how they perform. So I would suggest that you use the same image but let your variation be your copy. 

Or you can use the same copy but let your variation be your image.

Once you have added your copy remember to add the link to your lead generation funnel. 

A few tips to help you improve your conversions. 

• Make sure that your ad copy and the lead generation funnel copy is congruent. So the message that you deliver to your target audience must be similar to the message on your lead capture page, so when someone clicks through it makes sense.
• When writing your copy don’t focus on the features that the audience will get. Focus on the benefits they will receive when you deliver your big promise. 
• Highlight the pain points and frustrations that your target audience is experiencing in their lives so they feel compelled to take the next step which is to click on your ad to check out your offer. 
• It’s always a good idea to split test your lead capture page to see which one will perform better and get higher conversion rates.

Once your ad is set up, hit publish and allow Facebook to review it so that it can go live. 

Because your ad is set at $5 per day, here are the actions that I want you to take for the next 4 days: 

Nothing! LOL

Don’t do anything with your ad. 

Coaches and consultants have a fear that they’re “wasting” money on advertising and so will have a tendency to always check on their ad every single hour. 

Please don’t do that. 

Sign off from your ads manager and do nothing with it. 

Once the ad has gone live let it run for at least 3 days to gather some data. 

I recommend that the number of impressions delivered is at least 1000 before you make any decision about the performance of your ad. 

It might take 3, 4, 5 days (or however long) to deliver those 1000 impressions. 

Once those 1000 impressions have been delivered check to see how many leads you have at the ad level. 

If you have no leads, look at your click through rate. 

Are people clicking on the ad to go over to your lead capture page?

Here is what that looks like in your Ads Manager.

You can see in this ad, that the CTR (link click-through) is 0.72%. The CTR (all) is 3.37%.

CTR (link click-through) is the most important metric here, because this tells you whether people are clicking on the link to your sales funnel.

CTR (all) is not very significant. When you have an ad, Facebook only shows a few lines of text before showing “See More”. This metric tells you what percentage of people have clicked on the See More link to read more of your ad copy.

If the CTR (all) is higher than the CTR (link click-through) then that means that your hook or headline was strong enough to generate a reaction but your overall copy was not convincing to generate a click to your offer.

If your link click through rate is less than 1% then your ad is the problem. Turn off the ad at this point and go back to the drawing board and start again. 

At this point, you may want to use different images or even a video this time to see if you can increase your click through rate. 

The message that you’re putting out to your target audience may not be resonating. So you will have to craft a different message. 

At least after 4 days you will have an idea as to what has worked and what has not worked so you can go away and think of new copy idea to catch your target audience’s attention. 

What happens if your CTR is more than 1%

If your click through rate is more than 1% and people are clicking over to your ad, you know that your ad is resonating, but if your lead count is low, then the problem is your landing page. 

Maybe there is a disconnect between your landing page and your ad copy. 

Look at your landing page and think about what could be the disconnect. If you need to change the copy on the landing page do so and try again. 

If you are getting leads, bingo. 

It does not stop there. You should be tracking how many people watched your video and clicked on your call to action button to take the next step. 

Depending on what software you are using, you can look at the analytics of your software to gauge whether people are taking the next steps in your funnel. 

So these are all the factors that you need to consider when running a Facebook Ad campaign but now you know how to run a Facebook Ad campaign without blowing your marketing budget.

All you need is $5/day and what you’re doing is simply managing your ad on a daily basis, swapping out content, seeing what works but doing so on a small budget that works for you. 

How has this strategy worked for you? Let me know in the comments.

Want similar results in your business?

If you’re interested in having a Facebook Ads Strategist like myself, create a killer Facebook Ads strategy that can grow your business quickly, whilst you focus on doing the things that matter to you to help you grow your income and impact, then click here to book a free strategy call.

Who’s this for?

My ideal clients are service-based entrepreneurs who have a digital service or product that they want to promote. You must already have an offer that sells or you’re ready to start building your email list to grow your brand authentically so you can promote your offers.

Please budget from $745 for my Facebook Ads packages. 

Who is this not for?

If you are not ready to invest in yourself and the growth of your business this is not for you. This is also not for you, if you do not yet have an offer to promote or you’re just getting started.

Click here to book your free strategy call.

The post The $5/day Strategy That Gets New Coaches and Consultants High-Quality Leads and Appointment Bookings In Their Business on Auto-Pilot appeared first on I Am Dawn-Marie.

In this case study, I will share with you how I quickly built my Facebook group and email list from scratch within 7 weeks using the power of Facebook Ads. 

During this time, I was also able to monetise my Facebook group by securing 3 coaching clients.

Snapshot of my results 

The amount spent was £793.15

I got 336 email subscribers

Cost per lead was £0.85 per lead

I added 410 people to my Facebook group

I grew my Facebook page to 236 followers

I grew my Instagram page to 114 followers

Initial ROI was £2272 which was a 2.86x return on ad spend

As a Facebook Ads Strategist, I help coaches and consultants grow their brand authentically using Facebook and Instagram Ads. 

Depending on the goal of the client, I will help them either build their email list or use content to engage and interact with their audience to convert them into clients.

I typically work with my clients over a 3-month period, where I share strategies, I jump on consulting calls, offer email support and any other business support they may need to grow their business. 

I also provide weekly updates, so they are always kept in the loop about what’s going on with their ads. When they work with me, they really have nothing to worry about as I am their marketing team to help them promote their business effectively. 

I understand how powerful Facebook ads can be and so it was a no-brainer for me to use this platform when I started my coaching business.

I started a new business this year, 2020 and to grow it quickly, I thought that including Facebook + Instagram Ads in my strategy would be a wise choice. 

This case study will outline the exact steps I took, to take my new business from £0 to it’s first 4-figures in less than 2 months. 

If you are interested in using this strategy to help you grow your own coaching business, this will give you an insight into how I work. 

The Goal

My overall goal for my brand is to grow it into a global brand where I help black and mixed-black service-based business owners and entrepreneurs use online marketing and effective content strategies to build a business where they can show up, serve and make an impact on their ideal clients. 

I am passionate about leading this new brand because as a black woman, it pains me to see other black business owners struggling to grow their business because they’re not educated nor are they equipped with the tools and systems that are available to them and simply don’t have the know-how to use these systems to grow their business effectively.

By teaching them and showing them how I have done it, my hope is that they feel positively inspired and encouraged to build their own successful brands and business.

As I started this new brand, my first goal was to quickly start getting in front of my target audience and build an email list and Facebook group of people who were having challenges with online marketing on a broad spectrum. 

My ultimate goal is to attract small businesses to my coaching program and membership site where I intend to offer several online marketing products to help them. This is a passion project that I am working on for 2020 and my expectation is that I will finally complete and launch this sometime toward the end of 2020.

So as I build my audience with Facebook Ads, the aim will be to nurture them and pitch several different products to see which one converts better. 

The Strategy

Before I start running an ad campaign, I do research on Facebook, to find out what interests my target audience had, so I can use this information to target them. 

I use the Facebook Audience Insights Tool, to help me find Facebook Business Pages that my target audience probably liked and followed. 

In this campaign I created four different targeting groups and set them up individually as adsets within a campaign. 

Typically I would run a campaign with 4-5 adsets simultaneously. But because I had a monthly budget and wanted to spend it wisely, I decided to test each audience one by one to see how they would perform. 

I knew that doing it this way, my results would take longer, but I decided to continue regardless, since I wanted to remain within budget. 

Therefore only one adset was started, whilst I kept the other 3 adsets in draft as backups, in the event the first adset did not perform.

In order to grow my Facebook group, I could not link directly to the Facebook group within the ad. 

Therefore I created a separate landing page with a call to action to the visitors to join the Facebook group. 

This worked perfectly and on the first day of running the ad, I got two leads. 

It was important for me to keep my lead cost low, especially if I was working with a budget of £500 per month.

I wanted to make sure that I got the most number of leads for my money, so seeing that on the first day my lead cost was £2.54, I knew that improvements could be made.

When I start a Facebook Ads campaign, I allow three days to pass before I make any decisions on whether the ad was performing.

On day three of running this campaign, I saw that my lead cost went from £2.54 on day one, £0.81 on day two and £0.78 on day three, giving me an average lead cost of £0.93. 

This was very exciting because this meant that I would be able to fill my email list and Facebook group very cheaply and had a good chance at converting my leads into paying clients over time, which would give me a handsome return on investment. 

Building My Email List

If you are using Facebook Ads to build your Facebook group, a good way to “kill two birds with one stone” is to get the lead’s email address when they join your Facebook group.

You can have a lead opt in page as the first page the prospect lands on from the ad. But for this strategy, I directed all traffic to a landing page to join the Facebook group, then I used Facebook’s questions to ask all people who were joining, whether they wanted my freebie to join my email list. 

This is a great way to build your email list from your Facebook group and whilst conversions were probably lower this way, I was still able to add 336 subscribers to my email list. Which is not a bad conversion overall, considering that 82% of the 410 people who were added to my Facebook group, opted to join my email list to get my freebie.

The freebie that I offered was a business marketing blueprint. I simply created a question for people to answer prior to entering the group and asked whether they would want it. 

Tip: when creating opt-in freebies for your Facebook Ad campaign, ensure that the freebie is relevant to a challenge that your target audience is having. 

My Facebook Ad invited business owners to join my group to learn how to use online marketing to grow their business. 

I know one of their challenges is marketing, so I created a small business marketing blueprint as my freebie opt-in.

Targeting

To make Facebook Ads work and to put your ad in front of the right people who are likely to take action, you have to know your targeting. 

In this case, I spent some time researching targeting groups where I felt entrepreneurs would hang out. 

The groups I saved and targeted included web platforms, entrepreneur magazines, tools and startup businesses.

I started with one campaign which had a potential audience size of 2.3 million people and I targeted the US, UK and CA. 

When it comes to audience size, I like to target 500k people and above. 

This gives Facebook enough room to find people that would take your desired action. 

If you are a local business, your audience size will likely be lower than this, since you are only targeting a city or town. If that is the case, do not worry since this audience does work too.

If you are a national or global business, then my recommendation is to keep your audience size at 500k and above.

Ad copy and Video

Before I found a winning campaign, I have to add that I tried three or four other campaigns that did not do well because of the image and the copy. 

I cannot remember the exact copy that I used, but it was not performing well and my lead cost came out to be more than £5 per lead.

I then created another campaign where I switched out the image and instead used a video. Whilst I was starting to get more leads, the cost was still expensive and I noticed that the people who were engaging with my ad, were not from my target audience. 

It was the final tweak that I did, which was to change the copy so it really resonated with my target audience and called them out, that did the trick.

Leads started pouring in and my click through rate was just where I wanted it – above 1%.

The Budget

I started my budget at £10/day for the lead generation campaign and then reduced this to £5/day whilst allocating a budget of £5/day to my retargeting campaign.  

I have not increased this budget and leads continue to trickle in to my Facebook group on a daily basis.

Takeaway: You do not need to start your Facebook Ads budget on $100/day as some people think.

Use a daily budget that you are comfortable with, until you start seeing what’s working. If things are working well, you can then increase the budget to scale your campaign. 

Campaigns

Campaign 1 Join FB group

I tested several images before I created a video ad that performed really well. 

The copy was kept short and to the point, making sure that I used the language of my target audience. 

Here is the ad: 

Landing Page 

As people clicked on the ad and took them to the landing page, I realised that not everyone who clicked, actually became a lead. 

And this is usually the case with any online marketing. Only a percentage of your website visitors would actually convert. 

In my case, over the entire campaign period, I had 1035 clicks, but only 517 people tried to join my Facebook group. 

This meant that my landing page converted 50% of my visitors which isn’t a bad conversion rate at all, especially since I am paying less than £1 for my leads. 

When running Facebook Ads to your landing page, a good conversion rate is 40% and above.

Here’s what my landing page looked like:

I kept my landing page simple and to the point. 

The biggest mistake advertisers make when they’re just getting started with Facebook Ads, is they complicate their landing page. 

Short landing pages work best and you only need the following layout:

Headline 

Subheadline

Image

3-5 bullet points

Call to action

Here is a snapshot of the ad itself showing the performance from link clicks to subscribers. 

Retargeting Campaign 

After I filled my Facebook group with leads, I continued to nurture them with Facebook Ads by creating several retargeting campaigns that delivered valuable content. 

The retarget campaigns were created using custom audiences from people who engaged with the page, people who clicked on a post, people who watched 50% and more of the video and leads. 

I previously mentioned that my goal was to promote my coaching program. I also promoted one other product that I created which was a WordPress course.

My retarget campaigns used several live video content to continue to “show up” so I could build a relationship with my target audience.

Here are a couple of the ads that I created:

In these ads I sent the traffic directly to the relevant sales pages for my coaching program and the WordPress course and that will continue to be my retargeting ad strategy.

Whatever product I am offering to this audience, I will simply send them directly to the sales page in my retarget campaigns. 

Facebook Ad results in 7 weeks

I spent £793.15

Got 517 Facebook group lead conversions (50% converted from the landing page to join the Facebook group. All these people never heard of me before.)

My average cost per lead is £0.84.

1035 website clicks which will help me build my custom audience of website visitors.

I added 336 business leads to my email list.

I added 410 people to my Facebook group (as some of the people did not answer all my questions).

I grew my Facebook page to 236 followers.

I grew my Instagram page to 114 followers.

Initial ROI was £2272 which was a 2.86x return on ad spend.

Also do not forget that I will continue to make offers to my acquired subscribers which will increase my overall ROI in the future.

What’s Next?

Creating several products and launching them to my new audience.

Continuing to promote my coaching program.

Want similar results in your business?

If you’re interested in having a Facebook Ads Strategist like myself, create a killer Facebook Ads strategy that can grow your business quickly, whilst you focus on doing the things that matter to you to help you grow your income and impact, then click here to book a free strategy call.

Who’s this for?

My ideal clients are service-based entrepreneurs who have a digital service or product that they want to promote. You must already have an offer that sells or you’re ready to start building your email list to grow your brand authentically so you can promote your offers.

Please budget from $745 for my Facebook Ads packages. 

Who is this not for?

If you are not ready to invest in yourself and the growth of your business this is not for you. This is also not for you, if you do not yet have an offer to promote or you’re just getting started in your business.

Click here to book your free strategy call.

The post How This Coach Filled Her Facebook Group and Built Her Email List With 500+ Targeted Leads at £0.85 Per Lead (And Got Clients) Within 7 Weeks Using Facebook Ads. appeared first on I Am Dawn-Marie.

We all want buyers in our business right?

Freebie seekers drain us and give us a headache when we can’t convert them. 

Plus they may not always be ready to buy into your program or product and take a longer time to convert. 

So how exactly can you use Facebook Ads to specifically get your offer in front of buyers. People who are likely to take action and buy from you when you ask them to. 

There are four methods that I use in my business, to target buyers and I am going to share with you these methods in this blog post. 

You may be reading this because Facebook ads targeting seems complicated to you and every time you run a lead generation ad, maybe to get strategy call clients, you end up with people who are just looking for free stuff. 

There is a way to make sure that Facebook is doing the best work for you and that you get a return on your investment. 

Let’s examine exactly how I target buyers using Facebook Ads. 

Method 1 – Audience Insights Tool

Facebook has the Audience Insights Tool that help you find page interests that your prospects are likely to follow. 

From the Audience Insights Tool, you are able to research and find pages that are related to niches that you are interested in. 

As well as, Facebook will recommend other pages that are closely related, that you may not have known before, to help you target more pages. 

But when doing this research, it’s important that you are thorough and do not just select pages to add them to your ads for the sake of adding them. 

Typically when I do research on these pages, I look to see which gender follow relevant pages more, how closely related the page is to a niche market and there is one criteria that Facebook gives us here, to allow us to see how likely the people that follow this page is likely to convert. 

That criteria is the Activity criteria.

Here in this case you can see that I am researching the interest “yoga journal”. Facebook tells me that this audience has a very high frequency of ad clickers. 

That means that the people in this audience are most likely to click on ads and it is a good indication that this is a great audience to target. 

My thinking with this, is that these people love looking at offers presented in ads and so have a high chance at converting into a buyer. 

Method 2 – Research Shopping Pages

Once I have a few pages that I would like to target, I go a bit further and check out the page to see what type of activity is on the page. 

When doing audience research for clients, I investigate page interests by looking to see how active the page is and if the page is a shopping page. 

Let’s talk about the activity of a page. 

Even though a page is listed in Facebook’s Audience Insights, it does not mean that the page is active. You want to visit the page and see whether people are commenting on posts, are they turning up to Lives; overall is there a lot of activity on the page.

You can also see whether the page is a shopping page. A shopping page is classed as any page that offers products for sale to it’s followers. 

Typically they’re ecommerce pages, but some service providers may list their digital products for sale on their page and that’s something to be considered as well. 

Here is the Buddah Grove page. As you can see, they offer products for sale, so this tells me that they may have an audience that has buyers and it’s one that I would add to my list to target. 

Method 3 – Target Magazine Subscription Readers

I love targeting magazine subscription readers. 

This is another way that you can target buyers because my thought is, if people commit to paying a fee monthly for a subscription magazine, it means they are very interested in that niche magazine and so may be very interested in your offer, provided it is good. 

For example, if people have a paid subscription to a magazine like Yoga Journal Magazine, then they are very interested in Yoga and probably if they are offered to work with you, to get better at Yoga, they might be interested in buying from you. 

How do you find subscription magazines for your niche? 

Do a Google search and type “[keyword] subscription magazine”. 

Google will then display the top subscription magazines for the niche. 

All you now need to do is type each of the magazine names into Facebook Audience Insights tool and see if Facebook allows you to target the page. 

Here is an example. 

From the image above, you will see that Facebook will also show you other relevant magazines that you can also target. Just check and see whether it is a subscription magazine and whether there is a lot of activity on the page. 

Method 4 – Detailed Targeting Options  

My last method is to use Facebook’s detailed targeting options. 

There was a time before the Cambridge Analytical data breach scandal that you were able to target people based on their income level and whether they were home owners, etc. 

These targeting options gave business owners leverage when it came to getting in front of people who were likely to buy. 

After the scandal, Facebook removed these targeting options, however there are a few that still remains that you can use to find people who are likely to shop with you. 

These targeting options are the Engaged shoppers, online shopping and income level options. 

These options simply mean that the audience contains people who are likely to be fanatics of shopping online and so have a high likelihood, that they have buyers in them. 

When setting up your detailed targeting, I recommend that you narrow your audience and include these options; so you are creating your niched audience, but they must also be an engaged shopper, be interested in online shopping or have a certain income level. 

Here is how I would set up the targeting. 

Wrapping Up

Before you go and try these methods, I would like you to consider a few things. 

Even though Facebook gives you these methods, it does not mean that you can target them and get buyers. 

Other factors must be considered, including whether your offer is good enough. 

Because as I always say, Facebook ads will not fix a broken offer. 

So whilst I’m giving you these methods to try, also keep in mind, that your offer is only likely to convert into a sale, if it is a good offer and people actually want the offer. 

Let me know if you have tried any of these methods. 

If after this you’re still not sure how to set up an ad and properly target the right people for your offers, who are likely to buy, I would love to help you.

I’m happy to jump on a free strategy call to discuss your goals with you and to give you some direction. 

Click this link to book your free strategy call with me.   

The post How to Target Buyers With Facebook Ads appeared first on I Am Dawn-Marie.

Now what I say in this article is probably everything that goes against what I typically preach and that is – to never sell to a cold audience. 

But I would like to share with you a strategy that helps you sell your low ticket offers to cold audiences using Facebook Ads. 

Squashing the jargon

Before I get started, I want to tackle some of the jargon that I will be using in this post, just in case you have never heard of the words. 

What is low ticket? A low ticket offer is simply an offer that might cost no more than $100 or £100; whatever your currency is. I have seen some low ticket offers stand as eBooks, mini video courses or webinars. Whatever content you want to provide, it is expected that your offer will be under the $100 threshold.  

What is a cold audience? A cold audience is a group of people who have never heard about you before. If they see your ads on Facebook for the first time, or they are seeing your name and brand for the first time, then they are considered cold. 

What is Facebook Ads? This is the ability to put your offer in front of a wider group of people by paying money to be seen. As a business owner, you can create Facebook Ads directly from your Facebook Business Page. You may see this as a “boost post” or you can create an ad from the Facebook Ads Manager. In this article and any content I create, where I speak about Facebook Ads, I am talking about creating ads through your Ads Manager and NOT as a boosted post.

Why low-ticket offers are working right now

A lot of people right now are nervous about running Facebook Ads because they think that with the Corona virus pandemic and a lot of people being laid off, that no one is spending. 

In fact this is further from the truth. 

A lot of people are still looking for solutions to their problems and they would be willing to spend the right amount of money on a product that solves their problem. This is why low ticket offers, without the hefty price tag, are a great exchange. 

Here’s what I’m seeing with Facebook Ads and low ticket offers right now:

• A brand new low ticket offer, selling at $37 with a few upsells that go up to $97 has just hit $20k in a month.
• New members coming into a membership for less than $15. The membership cost is $49 per month and most of the members stay for 6 months or more. 

Can you package what you know into an eBook or 4-part video series and sell it? 

Selling low-ticket offers right now is a great way to get new people to know about you, but not only that. 

When people buy low-ticket offers, they’re saying they trust you enough to buy from you. Plus you’re building your email list for free and you’re building it with BUYERS – every email list builder’s dream. 

Instead of building your email list with people who may not buy from you ever, you can start building your email list with people who are serious enough to take the first step with you. 

And if they’re willing to take that first step with you, then it means that when you do come out with a higher-priced offer later on, once everything goes back to normal, they will be front and centre, ready to take out their credit card, because you’ve already built the trust with them. 

Convinced? Ok let’s talk strategy.

Strategy to sell low-ticket offers using Facebook Ads

So I always go on about not selling to a cold audience. 

In some niches however you can get away with selling to a cold audience. For example, eCommerce products do really well for impulse buyers on Facebook. 

If however you’re a course or workshop creator, the typical rule is to build an email list and then nurture your email list with content so you can build a relationship with them. 

This is still true, but this time, the strategy to selling to a cold audience is to build your funnel on Facebook itself. 

What do I mean by this? If you think of your email sequence, you might have a 5-day or 10-day email sequence, providing valuable content to your subscribers telling them how good you are, how good your offer is and why they should buy. 

Well instead of creating that content off of Facebook and through email, you can create that content and share it by creating an ad funnel using Facebook Ads. 

Now typically advertisers will create an offer, set up a sales page, select their Facebook ad cold audience and drive traffic to the offer to see if it converts. 

Whilst this method can work to bring you sales, what I have found when I implemented this myself, is that I would make sales but I would either experience a break even campaign or a loss. If I made any profits, it would be a small profit margin. 

So what I have done instead is set up an ad funnel that included a brand awareness campaign, a nurturing campaign and then an offer campaign. 

Here is how this might look. 

Ad one will be the ad that starts off at the top of funnel to a cold audience. 

In this campaign, you can either use the video view objective or you can use the conversion objective, if you’d also like to build your email list. 

The aim here, will be to get as many video views of your video. 

Make sure that your video is short and concise. A video that is no more than 5 minutes is a good time frame, since we also need to be conscious of the fact that people do not have time. You want to be able to capture people’s attention in as short a time as possible and help Facebook give you the data you need. 

The data that we need here is video views.

Next you can create a retarget campaign. The audience that you ad to this campaign, will be  those people who watched at least 50% of your first video. 

Why 50%? Because it is expected that if people spent their time watching the majority of a video, means that they were fascinated by it and could potentially be interested in the topic. 

The second ad will follow on from the first ad and would look something like this. 

We then repeat the process for our third ad, which is to retarget people who watched 50% of video 2 and this time we will direct them to a third video to complete the video series. 

That ad might look something like this.

Now that your nurturing content has been delivered, you have delivered some free content to turn your cold audience into a warm audience you can start the selling process here. 

Your next ad will be where you pitch your offer to those who actually completed the video series.

This time, you can send those people to your sales page to buy your offer, which should be very relevant to your free video content. Here’s what your last ad would look like.

Don’t forget to make sure that your sales page is pixelled, so that anyone who does not buy from you, can be retargeted at the bottom of the funnel where perhaps you show them testimonials from people who have purchased your product already or you can show them an ad that answers questions. This way you’re able to overcome any objections that they may have.

So it is possible to sell to a cold audience, but there is still an element of warming them up, if you want to have a better return on your ad spend. 

This is a strategy that has worked for me because it’s important to keep in mind that although you can sell to a cold audience, you have to be smart about it, if you wish to get a return on your advertising dollars. 

So here’s what you can do. You can either test a direct response ad, where you drive traffic directly to your sales page. 

Or you can test the strategy above where you create an ad funnel to funnel people from the brand awareness stage to the selling stage. 

If you have tried this strategy let me know what your results were like in the comments below.

If you’d love to try this strategy with your own low-ticket offer, I’d love to see how I can help. Let’s set up a free strategy call to discuss how this strategy and Facebook Ads can work for you. Click here to get started. Looking forward to it.

The post How To Sell Your Low Ticket Offer to a Cold Audience Using Facebook Ads appeared first on I Am Dawn-Marie.