On this post, I'm going to be sharing with you a little bit of what happened during Black Friday, which was pretty damn amazing.
I want to show you a little bit of what's going on behind the scenes and my Facebook ad campaigns and what's working. First, let me show you guys some of the results that I've been having. As you can see, these are November results for some of the clients that I work with:
This is actual stuff that's happening right now. I want you to understand this because a lot of people will come and tell me, “You know, Facebook ads are getting more expensive and Facebook ads are getting worse, and I don't get the results well.”
If you do what I'm going to show you, you can get this kind of results. Now, here's the thing, it took us a long time to figure this out. You're getting it for free, but it does take work. It's not like throwing some fairy pixie dust marketing dust and you get this kind of results. As you can see, we spent $12,697.79 and we made $182,017 in sales. We pretty much 10xed our advertising cost.
It's really important and it's really important that you understand what happened before the campaign, during the campaign, and after the campaign. I'm going to share with you exactly what we did to get this kind of results.
Over the past two months, our sole purpose was to collect leads. How did we do that? We made a really simple funnel or a couple of funnels. Remember that we talked a little bit about the 80% marketing funnel? The funnel that can bring you 80% of the results, that's the kind of funnel that we're developing here.
If you're not sure about that 80% marketing funnel, come join my webinar here, because we're going to talk a lot about this 80% funnel.
In this funnel, we had an opt-in page and a thank you page. Immediately after the opt-in, we had an offer available on the thank you page. We sent people into this opt-in page via Facebook ads.
Now, we made this offer to try to offset the costs of this advertising during October and during September. Our goal with this was not to make money, because we were building this list up for November. We knew that we were going to hit them hard during November. We built this and we offered them a product that was aligned with the opt-in offer. Let's say that we were offering a free PDF or a free book, then the thank you page would say, “Hey, do you want to accelerate your results? Click here.” Then this would be the offer which would be the video course, for example, or the audiobook.
October and September were the months when we were collecting a shit ton of leads. I want you to have that in mind because this is not like magic. We've been working hard for the past three months. Now, once you get these leads, what you want to do is to start sending them emails warming them up for what's coming. You can warm them up once you have them on your list by using both emails and ads. You will send an email each week saying, “Hey, follow us on our other social media networks.” or “Hey, join this Facebook group.” or “ Hey, don't forget that we will have our best sale of the year soon”, et cetera.
This works if you're doing a Black Friday sale of course, but this will also work for every major holiday. If you're doing a 4th of July sale, you can do this. Focus on this offer to offset the cost of these leads because you're getting ready to hit them in the head with your marketing on Black Friday, or during the upcoming weeks. This also works if you're launching a new course. You’ll want to generate as many leads as possible and you’ll want to sell them something for two main reasons:
We generated between 15,000-20,000 leads in two months and that served as stage one of our campaign. In stage two, you’ll want to go ahead and to start serving ads to these leads. In order to do this, upload the lead list to Facebook and create a custom audience. You will serve them ads saying, “Hey, the sale is here. Come and buy.” while also sending them emails. Why do we do this? Because during Black Friday, reaching cold traffic is incredibly hard and expensive, because everyone is bidding. That's why you want to be strategic and you want to start building your list before that busy period hits for your market.
When you’re emailing this leads list, you’re trying to send them to the sales page or the order page. This is where you're making money, and then you have the thank you page. 95% of people that visit these two pages will not buy, and that’s completely normal. What you want to do is to create ads specific to these people. We were showing ads to people that visited the sales page and the order page, but they didn't purchase.
Now, this retargeting is critical. This is where your money is. If you think about it, if we backtrack a little bit, people had been on your list for one or two months. Now, they see an ad because they're hanging out on Facebook and they get an email as well. They click on it and they go to the sales page or maybe even the order page but they don't purchase. These people are highly engaged with what you have to do, or what you have to say. It doesn't matter if you have an e-commerce business or an info-product business., you want to set this up because this group of people is your lowest hanging fruit.
Now, how do you set this targeting up? Well, it’s pretty simple.
This is where you’ll want to create 2 different custom audiences – one for people who visited the order/sales page and one for people who visited the thank you page.
In order to create each audience, follow these steps:
Once you create these 2 custom audiences, Facebook will populate them for you. How do you actually target these audiences in an ad? Let me show you.
Setting up your audience this way allows you to target those who have visited your sales page but have not yet purchased. The copy of that ad should be something like, “Hey, where did you go?”. That's all there is to it.
If you have any additional questions, let me know in the comments below 🙂Join The Free Facebook Community Here! Get More Clients Without Spending More On Ads!
Hernan Vazquez is a digital marketing trainer and consultant that built several 7 figure businesses from scratch. He specializes in helping business and students grow their online businesses through the use of Sales Funnels, Paid Advertising and Email Marketing.