How To Make More Money Online By Doing Less Work

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We’re all told that success is achieved with hard work or long hours, or hard work plus long hours. Wouldn’t it be so much better if we can make more money by doing less work? I certainly think so!

On this episode of Driving with John Chow, I show you how to make more and more, by doing less and less. I can tell you that it sure doing more and more for less and less!

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Click Here To Download John Chow’s New eBook, The Ultimate Online Profit Model!//my.leadpages.net/leadbox-781.js

How I View Income Inequality and Wealth Distribution

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I heard an interesting fact the other day. There’s 7.2 billion people on the planet today, with a combined wealth of about $241 Trillion dollars. If you took those 7.2 billion people, lined them up from the very poorest of the poor on one side, to the richest of the rich on the other side, the top 85 would have has much as the rest of the population combined.

Isn’t that amazing? A lot of people think this is unfair, and that these few super-rich individuals should redistribute some of their wealth back to the rest.

Personally, what I’m more interested in knowing is how these super-rich individuals got to be in that position. Sure, some of them may have inherited large sums of money. There’s not much I want to learn from them. However, the ones who made their billions from scratch – who built their empires from the ground up – those are the people I’m interested in studying.

The one thing they all have in common is they did not create their wealth through trading time for money. Instead, they created and leveraged scalable systems, which bought in their wealth for them (even while they were sleeping).

So there’s a hint for you. What scalable system are you leveraging right now to create wealth? If you’re still trading time for money, then by now you’ve figured out that’s never going to make you rich. Here’s a scalable system which potentially can.

17minutes

In the short 17 minutes video, you’ll learn about a system you can start using to generate online commissions of $1,250, and right up to $10,000 per sale. The $1,250 ones will be much more frequent than the 10k ones. But to generate any of them won’t require you to get on the phone and sell – the system will take care of that for you. And that is really the key to creating wealth: have a scalable system to make you the money, so you don’t have to trade your time for money. That is how you live the Dot Com Lifestyle.

Click Here To Download John Chow’s New eBook, The Ultimate Online Profit Model!//my.leadpages.net/leadbox-781.js

5 Killer Examples of Data-Driven Marketing

Data has the potential to be your most valuable marketing resource. With the right information in hand, you can create scalable, repeatable marketing processes. It’s the marketer’s dream: let your campaigns run on autopilot, so you can focus on the creative side—testing and optimization.

The challenge, however, is that few marketers have the expertise to work with data effectively. You may have never taken a statistics course. You may not have access to data visualization tools. And you may not have the quantitative background that you need to figure out when a metric might be tricking you.

But there is good news: almost every marketer is stuck in the same boat. And we’re all learning together.

data-driven marketing

From first-party to third-party data sources, how can you feel like you’re making the right judgment calls in your targeting and optimization strategy? Learn from the experiences of others to cultivate your own best practices. Here are 5 data-driven marketing strategies that you can learn from and incorporate into your own campaigns.

Data-Driven Marketing Strategy #1: Use demographic data in your campaign planning

Outcome: More context in your targeting

Let’s say that you’re looking to upsell a new product idea to your biggest customer segment. You have some data that you’ve generated in house with respect to their user behavior, but there are a few missing details. For one, you might not know much about the weather. Or you may not know about that customer’s overall spending habits and household income.

Fortunately, you can use publicly available datasets to answer some of these questions. Consider the case of GreenPal, a company that describes itself with an analogy: “Uber for Lawn Care.”

data driven marketing strategies

The company recently ran an AdWords campaign with one ad targeting the entire metro Nashville area. The headline read “Local Lawn Pros in Nashville are a click away.”

Bryan Clayton, the founder and CEO at GreenPal, thought the performance of the ad was good, with a click-through rate of over one percent and conversion rate of over 10 percent on the Nashville landing page. “But we needed to improve on it. We thought, how can we make this more contextual and relevant to the viewer? So we researched census data, looking at the average income and home values throughout the Nashville area.”

Clayton and his team found that East Nashville, an up-and-coming neighborhood, was populated with a more price-sensitive demographic.

“So we segmented those zip codes and only ran a specific ad for them, with the headline ‘The Cheapest Lawn Mowing in Nashville. Lawn mowing from $20,’” says Clayton. “We then created a matching landing page. After running the ad for one month, on-page analytics proved the guess to be true. We saw over 200 percent lift in click-through rate and a 30 percent lift in on-page conversion.”

data driven adwords marketing

Data-Driven Marketing Strategy #2: Use trends from one marketing channel to inform another

Outcome: Never start a new campaign with a blank slate

One of the toughest parts of marketing involves testing: it can feel risky to test a new channel from scratch when you already have a proven acquisition, engagement, or retention model in other channels. Or, you may be doing very limited marketing and need to start from scratch. Long story short, you can’t afford to take any risks. You need to make sure that you have the best chances for success before investing your first dollar.

Here’s what this idea looks like in practice at Hiresquare, a gig marketplace, according to their founder Rick Vugts:

“There are multiple ways in which we use data for marketing on our site. We use PPC data to optimize our web copy for SEO. Sure there are keyword tools and whatnot, but they are all estimation tools. By running a PPC campaign for just a short amount of time we learn about the actual search volume and we get all kinds of combinations by looking at the keyword query report.”

using data in adwords campaigns

Vugts also uses PPC campaign data to determine where keywords are in the funnel (i.e. whether or not they have commercial intent): “While running the PPC campaign we also learn about the conversation rate of those keywords (in combination with the landing page). This gives us a better estimation how worthwhile it is to pursue those keywords.”

Remember that there’s a human being on the other side of your computer screen. They’re going to have perspectives and values that are channel-agnostic. Data can help you remember your humanity in your marketing.

Another good example? Use your content marketing data to inform your PPC ads.

Data-Driven Marketing Strategy #3: Measure success as a series of smaller steps

Outcome: Diagnose problems and explain trends more easily

Once upon a time on the Internet, buy cycles were very direct and linear. But times have changed. Now, as Think with Google points out, buy cycles are complex. Your marketing campaigns might not be the deciding factor, but simply one touchpoint.

data driven conversion optimization

“Here is a very interesting story of one of my campaigns,” says Ivan Dimitrov, digital marketing manager for pCloud, a file security product. “When we introduced a new feature, I started an advertising campaign to promote it. After one month into the campaign, I started optimizing. I have created a funnel to monitor every step that the user takes. And it’s always unique.”

How can Dimitrov, a marketing manager with limited resources, invest in the right strategic marketing areas?

“I noticed that at a particular step, a lot of users were leaving the funnel,” says Dimitrov. So he reduced the number of steps that users needed to take on the path to conversion.

“I met with my team, and we figured out a way to work around the step where users were leaving. The results were far more impressive than what all of us expected,” says Dimitrov. “In the following week, I saw 135% rise in conversion rate and 124% rise in conversions. For 6% less of the weekly budget.”

using data in marketing

The moral of the story is that there is always room for optimization and improvement. Data can help make this process continuous.

Data-Driven Marketing Strategy #4: Use PPC to get more from your email list

Outcome: Increase the likelihood of your message being noticed

Year after year, studies report that email, in terms of marketing channels, delivers the highest ROI. So why not give your strongest marketing channels an extra push, with added touch points?

email marketing data stats

Image via Campaign Monitor

“There are a couple of cool things that you can do here,” says Jennie Holmes, digital strategist at eLearning platform Generate Solutions. “You could target all the non opens. But a smarter use of time would be to create tailored Facebook campaigns that followed up on the link that the prospect clicked on. This would be more effective than using the tracking pixel as you could really home in on what interested that audience.”

custom audiences in email marketing

Holmes also recommends layering in 3rd party event data as custom audiences for Facebook and Twitter.

facebook custom audience marketing

“They will match on email, and you can then send targeted messages out to your audience,” says Holmes. “It is amazing that companies still just focus on sending out a mass email to 3rd party email lists rather than matching them on social. There are further segmentation options once you have created your custom audience. You could target ads based on the job titles or locations.”

Data can help you double-down on your best segments. Don’t worry about casting your net wide. Dig deeper, instead.

Learn more about using Facebook custom audiences.

Data-Driven Marketing Strategy #5: Assess the impact of industry changes on your own campaigns

Outcome: Respond to changes efficiently and effectively

In February 2016, the Google AdWords team made a big change when they removed right-side ads from the Google SERP.

data analysis for marketing

“Everyone was freaking out,” says Diana Lopez, digital marketing manager at ePageCity. “So you go online, see that the studies say everything is ok, CPC is steady, low positions are doing better than normal, and the advertiser space didn’t change much, even that it only majorly affected 6% of queries according to Google. Do you believe this? The question I am asking you is, how did it affect YOU?”

Lopez encourages marketers to problem solve by taking the following data-driven steps. Here’s what her process looked like for the Google ads change:

1) Plot your CPCs, CTRs, and average positions 30-60 days before the date of change to the current date. Look for any interesting trends.

2) Go to your advertising dashboard. See if there were any noticeable changes over this time period. Were there more advertisers? Fewer advertisers? Did competition impact your costs per click and conversions? Look for any anomalies.

3) Revisit your top performers to see if anything looks to be changing. Be prepared to take action quickly.

how to do data driven marketing

“Run a top vs. side report,” says Lopez. “Want to see what spot converts the best for you? If the bottom is even worth bidding for? Go to Google reports, and add top vs. side as the main column, add conversions, avg. position, clicks, CPC, conv. rate, impressions and CTR. This should give you a very solid set of data to decide what is working best for you.”

Final Thoughts

Used strategically, data can help you get smarter with your marketing. But don’t expect the story and action items to just “come together.” Take the time to dig into the trends, explore, and figure out creative ways to add touch points to your campaigns. The five ideas above should be starting points for you to brainstorm your own data-driven marketing campaigns.

About the author

Ritika Puri is a growth marketer turned entrepreneur. She is passionate about building profitable marketing programs from the ground up. Before she started her content strategy studio, Storyhackers, she built complex analytics systems and data management programs for one of the largest ad tech companies in the world. Above all, she loves helping fellow marketers learn and grow.

Unlocking The Space At YouTube Space LA

YouTube Space LA is the flagship location for all things YouTube. YouTube Space is designed for content creators to produce video, learn new skills, and collaborate with the YouTube creative community.

Formerly the Howard Hughes Airport, YouTube Space LA is located in the Playa Vista area of Los Angeles and covers nearly 41,000 square feet. It’s pretty much a full blown Hollywood studio.

YouTube Space LA contains large production stages, green screens, cameras, lights, sound gear, electrical and grip equipment. They also offer post-production resources ranging from private editing suites to voice-over recording booths.

It’s all available at no charge if your YouTube channel has at least 10,000 subscribers.

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Click Here To Download John Chow’s New eBook, The Ultimate Online Profit Model!//my.leadpages.net/leadbox-781.js

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AdWords Ad Extensions For The Win

AdWords Ad Extensions

I covered ad extensions in depth in the AdWords PPC Search Training Course but it’s worth covering in a live hangout.

Ad extensions allow you to help provide the full picture to customers and present yourself as being the solution to your clients issues.

The biggest benefit to ad extensions is the ability to boost your CTR (Click Through Rate). This can set you apart from your competition and you will attain more market share (Impressions) and very likely help to boost your quality score which will in turn help to drive down your CPC (Cost Per Click).

The boost in CTR comes from you having an expanded ad which gives the searcher more of an opportunity to click your ad.

Here is the hangout video for this written guide

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AdWords has several different ways to use extensions

  • Sitelink Extensions
  • Location Extensions
  • Call Extensions
  • App Extensions
  • Review Extensions
  • Callout Extensions
  • Structured Snippet Extensions
  • Price Extensions

Structured Snippet Extensions

A structured snippet is very similar to a call out extension. It’s not clickable but is intended to provide the searcher with more information about your product line and services.

structured-snippet-extensions

You are able to select any of the following headers

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Models
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types

It’s strongly recommended that you will in information for all the available headers that apply to your business. AdWords will show the header that it feels best matches the user’s search.

This information can be a great way to highlight what kind of products you sell or provide additional information about your services.

If you where a car mechanic and offered free break inspections then this would be a great place to say that. Under the Service Catalog you might also want to list the other main kind of services you provide for example.

At this time structured snippets only show on Search Network Only and Search Network with Display Select campaigns.

Price Extensions

Price extensions are for Mobile only currently. You want to ensure your site looks great and functions well on mobile before you start running this extension.

Local Mobile searches continue to increase month over month so this is a fantastic way of highlighting your services and providing the cost of your services.

price-extensions

Using the BRAKE Repair example you may want to include multiple Price extensions such as

  • inspection cost
  • pad replacement
  • rotor replacement
  • caliper replacement
  • brake bleeding
  • fluid flush

This is intended to showcase what products or services you offer and if someone taps on a specific item in your price menu they will be taken directly to your site.

You will want to include 5 of more price extensions and will want to customize the final url for each one to best match the product or service being described. You do not have to use different final urls but it’s always a good idea to ensure you are sending people to the most relevant page on your website.

The headline can be 25 characters max and each description can be 25 characters max. I strongly recommend you shorten the headline as much as possible to ensure it’s fully visible on a mobile phone.

You will be charged for each click through your price extension. The good news is you will only be charged a max of two times and if someone clicks let’s say Break Repair and then quickly moves over to Tune-up you may just get charged once because 1 click may be seen as invalid because it was in such a short time frame.

Sitelink Extensions

Sitelink Extensions extend you ad by adding 4 alternative top level links that may be relevant to the person doing the search.

For an ad targeting Car Paint I can ad site extensions expanding my product line.

The headlines for site links are clickable but the description text is not. The description text may not show in all cases so your main products or services should be linked in the header and describe what that page is about.

site-links1

The above example is perfect for someone who may of searched for “car touchup paint” Are they looking for Spray paint, a Touchup Pen, a kit… This is where you can highlight closed related items to the users search.

Each Site extension can go to its own final destination so you can take people directly to the product or service they are interested in.  You will need at least 2 Sitelinks but should have 4 in place as up to 4 can show.

Call Extensions

Call Extensions will show a call button next to it on mobile and a forwarding number on Desktop. For service based companies this is a huge win and can really help to drive qualified traffic.

call-extensions

Having an image ad such as a phone icon or an extra line in your ad copy that shows the phone number can really help expand that ad and give people a clear choice to connect with a live person.

App Extensions

For 99% of all small businesses this won’t really apply to you but still it’s a good option if you have an app and that app offers value to the end user.

With this extension you can prompt users to install your app. This will link directly to the App stores location on that specific device. It will only show on mobile related devices that support that app.

app-extension

Review Extensions

I’m a big fan of the review extension. More and more I keep using Google + reviews to help me make buying decisions on the local level. This is not for these kinds of reviews but for reviews specific to your company.

review-extension

You cannot use your own customer reviews and the review has to be online.  It should talk more about your company as a whole rather than a specific product or service.  You need to have 2 reviews listed before they can be shown in your ad copy and the review needs to be over a year old.  The submitted reviews all go through a manual review process that is stringent.  Don’t be surprised if in the first go around the review gets turned down as they have multiple stipulations.

For many of my clients I find snippets of something someone says online in a forum and tend to use this.

You are not currently charged a click cost when someone clicks on the link to read the review of your site.

Callout Extensions

These links are not clickable. They are meant to highlight your products or services and expanded information about your company.

In the below example you can see this company mentions “Hurry, Limited Inventory”, “New Events Every Day” and “Apparel, Home & More

callout extensions

I will often put in things like “Free Shipping” if available. “Currently Open” if a local business or something else to highlight a benefit of your company, a benefit of your product or service and then a call to action or a fear of loss statement such as “Appointments Booking Fast”

Callouts are a simple way to extend your ad copy and provide more value to the user. Use them as they are not clickable and cost nothing.

Location Extensions

I saved location Extensions for last because there is a lot going on here currently with location extensions and will be even more in the near future.

If you services a local clientele then a location extensions is a MUST have. I can’t stress how valuable this can be.

location extension

In the above example both of these ads are using location extensions. This search was done on a desktop computer. When done you may get a better looking map icon and the distance from your current location to the store location may be present.

If I were to click the location button on my desktop I will be show Google Maps and can then put in my location to travel to the store location.

You also are able to show on Google Maps when you use a location extension for Search Only and Search with Display Select campaigns.

map-extention-ad

I can’t stress enough how many people are using Google Maps to locate businesses. This is a really great way to put your company out there so you need to be using this to drive foot traffic to your business store front.

In the future

Location extensions are expanding. Soon retailers who have store fronts will be able to track those who do a search and then click your ad as well as come to visit your store front location.

This option is not currently available to most AdWords accounts but most likely will start to roll out in early 2017.

I do not believe the tracking will be 100% as it requires the user to have their GPS on which not all will. However those like car dealerships who really want to drive foot traffic to their locations will benefit greatly from store visit conversions and will be able to optimize based on this metric.

See https://support.google.com/adwords/answer/6100636?hl=en for more details.

Another item that is soon coming down is promoted Map pins. This will allow your business to show on peoples maps when they are on their way to a destination. This could be used for branding purposes or if you are a food place used to help let people know where they can go to eat when they are already close to your business.

I’m really excited to try out these new features and will be talking more in-depth on them as they start to roll out to test accounts.

If you are feeling a little overwhelmed by all the ad extensions don’t. They are very easy to implement and should not take you long to implement.

These extensions combined can drastically expand your ad and give you a leg up over the competition not yet taking advantage of all these extensions.

The most important extensions for most people are going to be, site links, callouts, location, call extensions. I would nail these first then move onto the Price and Structured Data extensions.

Next Week

I have not decided on the topic for next week.  I think it might be time to try and cover some Facebook topics such as tracking because many people have a hard time setting that up.

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Survey Reveals Top Trends of Successful Bloggers

Most people recognize that the very nature of blogging has changed substantially over the years and it has become an increasingly commercial enterprise and one with a huge opportunities for substantial profit. It’s important to stay on top of blogging trends if you want your own blog to be successful, even if you shouldn’t necessarily emulate what everyone else is doing.

Over on Orbit Media, they’ve compiled the results of a survey they conducted with over one thousand bloggers in a number of different niches and industries to see where the blogosphere has moved between 2014 and 2015, giving us some indication of what to expect for the future. What can we learn from the results of the survey?

Take More Time to Craft Excellent Content

If you think you can be successful with a shotgun approach, busting out short blog posts that only take you a few minutes to write, you’ve got another thing coming. Efficiency is good, but you still need to provide excellent value to your readers.

More bloggers are spending more time to write their blog posts now with over 50% of those surveyed taking over two hours to craft each post. They’re recognizing that it takes time to craft something uniquely valuable for readers and the posts themselves are starting to get a little longer too. While about 75% of bloggers keep their posts under 1000 words, a growing number are writing more than that.

Publish a New Post at Least Once a Week

This isn’t anything new and the trend is continuing with the status quo. If you want your blog to make it, you’re going to be have to be predictable and consistent with your publishing schedule. You should be putting up new content at least once a week, if not more often than that.

survey-freq

Over half of bloggers are posting at least weekly, while as much as 15% are posting at “irregular intervals.” That’s highly unrecommended, because you will have a really hard time building a loyal readership if they never know when they’ll get something new from you.

Consider Getting Some Help with Editing

Blogging, as mentioned, is becoming an increasingly commercial enterprise and one where the bottom line profit is becoming that much more important. It’s not just a personal diary anymore; it’s a business and it needs to be treated like one.

If you want to take your blogging seriously, you should consider hiring someone to help with editing, either on a formal or an informal basis. I may be a little biased here, since I make my living as a freelance writer, but the survey did reveal that a growing number of bloggers are at least asking for a second opinion or a second pair of eyes for their work.

Guest Blogging Is Still Growing

With several of the updates to the Google algorithm, people started to worry that guest blogging would go the way of the dodo. We thought that these would be seen as “paid” or “sponsored” links that would result in some SEO punishment. That’s only partly true, because good content is still good content and Google still sees value in that.

survey-guest

As a blogger, you can make quite a bit of money when you write for someone else, just as you can still accept guest posts on your own blog. The number of bloggers who said in the 2015 survey that none of their posts are guest posts shrank by about 10% compared to the those polled in 2014.

Promotion Through Social Media Isn’t Enough

Unsurprisingly, the overwhelming majority of bloggers said that they use social media as part of their strategy for driving traffic to their posts. It’s really easy to syndicate your content on Facebook and Twitter, so it only makes sense that everyone does it. However, social media is not enough.

Bloggers and marketers are really starting to diversify their traffic sources. You shouldn’t put all your eggs in one basket, as they say, and traffic generation is no exception. Other notable sources include email marketing, SEO, influencer outreach and paid services.

Click Here To Download John Chow’s New eBook, The Ultimate Online Profit Model!//my.leadpages.net/leadbox-781.js

How To Create Facebook Lead Ads That Convert

Larry mentioned them in his list of 10 CRO Truth Bombs. WordStream clients are using them to corral leads in droves. They’re cheap. They’re effective. The targeting options are so vast and precise that finding new customers is easier than bullseyeing womp rats in your T-16 back home.

I’m talking about Facebook lead ads.

 Facebook Lead Ads example gif

If you’re not familiar with them, lead ads are Facebook’s answer to the jaw-dropping amount of time the average person spends on his or her mobile device. It’s no secret that conversions from paid channels tend to take a hit on mobile, so the Zuck and crew decided to eliminate one of the most prohibitive steps for would-be converters: visiting your website.

Instead, with lead ads, you just choose from the Cheesecake Factory-esque menu of targeting options, create a lead form, and watch the (significantly cheaper) scorching hot leads roll in. They can be used to acquire all sorts of information, from potential consumers anywhere in the funnel.

 Facebook Lead Ads ways to use

And the best part? Contact info collected through lead ads can be used to create new audiences – both custom and lookalike – allowing you to adjust your paid efforts based on where a prospect falls in your funnel or find new, similar prospects.

Sold yet? Of course you are.

But before I delve into how you’re going to make your Facebook lead ads irresistible, here are the six simple steps you’ll need to take in order to create your first one (assuming you’ve already got a Facebook Business Manager account).

Facebook Lead Ads For Dummies

Facebook Lead Ads South Park meme 

Once you’ve signed into your Business Manager account, navigate over to Power Editor.

 Facebook Lead Ads Power Editor

Click the “+Campaign” button on the top left hand side of your screen to open a laundry-list of prospective campaign goals. While many will be familiar (and some more useful than others), the one you want is titled “Collect leads for your business.”

 Facebook Lead Ads collect leads

Now, let’s get granular. Choose your desired audience, targeting parameters, placements, budget, and scheduling. Discussion of this warrants a post of its own, so I won’t try to condense a thousand words into twenty. Suffice to say you know your business, your goals, and your target demo better than I do. Get everything calibrated and proceed.

The Power Editor UI will prompt you to create a new lead form or duplicate an existing form. Since we’re operating under the assumption that you haven’t done this before, you’ll only be able to select the former. For future reference, though, be sure to recycle forms when appropriate, but don’t use a single form across every lead campaign you run (especially when you’re serving lead ads to those already in your funnel).

Facebook Lead Ads create new form

Next, add a context card. They’re “optional,” but trust me: you want to make one. Essentially, a context card is the step between somebody seeing your lead ad and the formfill itself. Take your time crafting the copy that goes on your context card (or hire a professional). Make sure you distill your message down to the most concise version: explain what you’re offering, who you are, and why whomever is seconds from giving you their precious contact information should do so. Nothing more.

Facebook Lead Ads context card example

Once you’ve finished the context card, it’s time to put together your lead form itself. You’ll be given more possible fields than you’ll know what to do with…

Facebook Lead Ads lead form

… and that’s okay. Because for your first lead ad, we’re going to focus on just two of them: email address & full name. Why full instead of “first” and “last” as separate fields? The more boxes a prospect has to complete, the less likely they are to convert. You can use a little bit of Excel wizardry after you’ve got the data to parse names into separate columns.

Finally, complete the privacy policy and disclaimer and you’re ready to rock.

Optimizing Your Facebook Lead Ads

The good news: you know how to make a Facebook lead ad!

The bad: your competition does, too.

Because your competitors are plastering your prospects’ timelines with ads, it’s important that yours stand out. Now that you know how to make a run-of-the-mill Facebook lead ad, it’s time to learn how to make an incredible (read: high converting) one.

Optimizing Targeting for Facebook Lead Ads: Lookalike A Paying Customer

Create lookalike audiences using customers, not prospects.

If you make a lookalike audience of everyone who submits, your reach will be wider, sure, but it’ll also be less qualified. By creating lookalikes of your converters instead of everyone who has submitted a lead, you’re building a more accurate profile of the sort of person who makes a purchase or becomes a client.

This model is inherently more valuable to your business than a rough estimate of the type of person who might possibly could maybe one time almost sort of be interested in what you have to offer. Niche-ing down is a good thing. Remember that.

Facebook Has More Targeting Options Than Members…

Use them to your advantage!

Get as granular as possible with your campaigns and ad sets, and don’t be afraid to experiment. Personally, I like to take any customer data I can get my hands on and look for patterns. From there, you can begin overlapping the traits you uncover using the virtually limitless targeting options available to you. Things to look for include:

  • Job titles
  • Education
  • Relationships
  • Age
  • Hobbies
  • Average income
  • Language proficiencies
  • Entertainment 

Through all of these and more, you can create highly targeted campaigns outfitted with lead ads that speak directly to the traits you’ve identified.

Are you a drivers’ ed teacher looking for new students? Consider targeting parents in higher-income areas (driving lessons don’t come cheap). Flower shop or purveyor of fine chocolates? Seek out people in new relationships, show them a lead ad, and get ‘em on your email list.

Duplicate Audiences Are A Waste Of Money

Having a fat stack of ideas out the gate is great. Know what isn’t? Trying to test them all on the same audience at once. Patience is key. 

According to Facebook, attempting to target the same audience with multiple lead ad campaigns can result in “under-delivery issues.”

If you’re following the advice above (ratcheting down on those lookalike audiences) and leveraging the rest of Facebook’s robust targeting options to your advantage, the initial reservoir of some-odd billion people with Facebook accounts has been dammed up and reduced to a faucet’s trickle. Your ads are only serving to small, qualified audiences. Under-delivery isn’t an option, folks!

Facebook Lead Ads Lord of the Rings one does not simply meme 

Your Customers Sleep. Your Ads Should, Too

If you’re selling a SaaS product to large businesses, I doubt your potential customers are up at three in the morning on a Tuesday. But things change if your offering is meant for the garage-based startup, or you’ve cornered the market on glowy, pulsing rave gloves.

Ad scheduling is a great way to avoid wasting time and money serving your finely-tuned lead ads to people catching Z’s.

And once your campaigns are up and running, you can add more scheduling. If your data suggests that there are times at which prospects are highly motivated, increase bids (better yet, create a new campaign and find a way to make use of your insight in the ad copy). On the other side of that coin, if data suggests prospects simply aren’t interested in forking over their information at dinner time or 51 minutes before their mid-morning snack, scale back.

Optimizing Creative for Facebook Lead Ads

Context Matters…

With lead ads you’re asking people to take immediate action. Unlike more traditional ad types, there’s nothing standing between the first click and the form fill (unless you count the context card, but that’s more complementary than intermediary). As such, in addition to lookin’ pretty your creative needs to do a lot of legwork.

 Facebook Lead Ads contextual calls-to-action

Ensure that you pair your captivating image with clear copy. Take this Land Rover ad for example. It features concise but captivating language (the percussive consonance makes it clear this tagline wasn’t conceived on the first try). The image is striking. And check out that button. It tells the prospect exactly what he or she stands to gain by clicking.

Coupons Rule Everything Around Me

           Facebook Lead Ads Wu Tang safety diagram killa bee swarm in the lands of Shaolin

Some people won’t click on your ad no matter how well it reads or pretty it looks. When it comes to the folded armed curmudgeons in your vertical, incentivize the click.

Look at where in your sales funnel the audience you’re targeting with your lead ad falls. If it’s the very top or somewhere in the middle? Send free information or offer a subscription. Closer to the bottom? Create buy-in by offering a coupon, a free consultation, or quote.

Whatever your value proposition ends up being, if you want it to grab potential prospects, it must be clear. Emblazoned in neon. The completely irresistible version of the guy at a traffic light spinning a sign for $5 cheese pizzas.

The Context Card: Never Say No To Screen-Time

As I touched on above, the context card isn’t optional. That “optional” is just a silly April Fool’s joke Facebook forgot to remove from the Business Manager UI. In reality, context cards are necessary.

They allow you to share more information about your offering with a potential prospect in the seconds before he or she is presented with the opportunity to give you valuable information. Use the context card to:

  • Highlight benefits your business provides
  • Promote a special offer
  • Create a double opt-in (qualify your prospects with another “are you sure” button)

Keep Prospects Informed

Let people know how and when you’ll contact them. And be sure to follow up. This isn’t really a big one if you’re just asking for an email address to get someone into your automated funnel, but if you’re advertising a free quote or audit, you must reach out. Failure to do so isn’t just a waste of your money: it makes you look unprofessional.

Labor Over Your Copy

Don’t just cut and paste the same copy every time you make a new lead campaign, and don’t jack text from your landing page. The context card is its own, standalone piece of text with a distinct job.

Sure, you can draw inspiration from content you’ve got stashed away, but rehashing it completely is a bad idea. Consider the specific audience you’re targeting with each lead ad. What information would they appreciate? Now, take that even further. What sort of language and tone would they find most appealing? Take a few stabs at writing something that will resonate and have somebody else look at it.

‘Every Prospect Under The Sun Is Completing My Forms, But I Can’t Find Their Information!’ – Every Person to try Facebook Lead Ads

You’ve made irresistible ads. People are sending you contact info faster than even your autoresponder can respond. Just one question remains…

Facebook Lead Ads how do I collect leads? 

There are currently three ways to fetch lead information from Facebook:

  1. Good ‘ol CSV. It ain’t pretty, but it works. Simply navigate to your Ad Set tab, find the “Results” column (illustrated below) and click the link that says “Leads(form).” You’ll want to check this frequently, as there isn’t currently any sort of notification system available to marketers.
  2. If you use a CRM that syncs with Facebook (so far: Marketo, Salesforce, Driftrock, Oracle, Maropost, Sailthru), your leads will magically appear there!
  3. The third option is above my pay grade, but it’s possible to develop a custom connection between your back end and the Facebook API. Ask your developer to explain what that means.

Now you know how to make a Facebook Lead Ad. You know how to make it awesome. You know how to track down prospect info. If you’ve got questions please feel free to get at me on Twitter or share them in the comments below.

Now get out there and woo future customers already!

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