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Chapter 8 – Get Customers With Facebook Ads
Drive Targeted Traffic to Your Website
When creating an ad to drive traffic to your website in your ads manager click Create New Ad (https://www.facebook.com/ads/create/) and then select Clicks to Website.
Paste in the URL you want the ad to link to and select it from the drop-down menu highlighted in blue.
Create your headline, text, and News Feed link description for your ad. The character limits are: 25 for Headline, 90 for Text, and 200 for Description.
The default ad placement is all four: Desktop News Feed, Mobile News Feed, Right-Hand Column, and Partner Mobile Apps. For these types of ads, I choose all placement types and let the ad run. If there are any of the four placements that you don’t want, simply click the Remove button to the right of the placement. Select where you want your ad placed.
Then, select whom you want to advertise to. If you haven’t yet created a custom audience, go to your Audience Insights page (http://www.facebook.com/ads/audience_insights) and create one now. If you don’t yet have access to the audience insights tool that just means it hasn’t been rolled out to you yet. Be patient you should have access to it soon enough.
Next, pick your budget. Many people ask me how much they should spend on Facebook ads, and the answer is that it depends on what you are trying to accomplish. I always start with how much it costs me to get one customer and one lead and then work backward from there.
In this case, I’m selling a $27 online information product, so I want my cost per customer to be below $27, and my cost per lead to be below $2. So I’m going to start with $100 per day to see how my ads perform and then adjust from there.
The last part is to select your bidding and pricing. Every time I experiment with this, I find that leaving the default settings, Optimize for clicks and Automatically optimize your bid to get more clicks, works the best and gives me the lowest cost per click, lead, and customer.
Finally, click the green Place Order button, and your ad will be submitted for approval. I find that ads usually get approved within 15 minutes, but it can take as long as 24 hours sometimes with your first ad.
Profitable Facebook Ads Step-by-Step:
In the online course Profitable Facebook Ads Step by Step, I walk you through all the pieces necessary to build a profitable lead funnel from your Facebook ads. The critical pieces are:
1.1) Creating a free giveaway that solves your customer’s #1 problem in exchange for their e-mail address. The best way to do this is to speak with your customers and ask what their biggest problem is that you can solve now.
1.2) Creating a high-quality landing page that has only one action step — to gather your customer’s e-mail address. I use Lead Pages for this, and you can go to http://bit.ly/MyLeadPages to get lead pages for your own business.
1.3) Using the same photo in your ad as you do on your landing page. This creates continuity and can generate a lower cost per lead and customer.
You can see our whole funnel and get my top 15 all-time most viral photos by going here: http://www.PprofitFBfbAads.com.
Here is a map of the whole funnel – this is my most profitable funnel with a $7 ‘tripwire’ offer. ‘Tripwire’ is a term popularized by Ryan Diess and means that you take a very valuable product or service – $1,000 in this case – and sell it for a very small price like $7. You do this to segregate your buyers list. The people who purchase even something so small from you are far more likely to purchase your high-end offerings. This is the most efficient way to start attracting your high-paying clients.
To go through the funnel yourself goto http://www.ProfitFBAds.com and enter your e-mail now.