Facebook ads became all the rage a few years back (and is still quickly growing) while staying on the top 3 sources of traffic from Paid Advertisements. But when it comes to Facebook ads; many people (including myself) simply don’t know where to start, what to do and how to do it.

So they simply don’t do it.

It’s a feat that I had to overcome myself when I began using Facebook Ads to drive traffic to an offer for BrandBlast.

The offer was something simple; a quick ‘Free Download’ for a lead magnet we had created to explain how to better utilize autoresponders for a business. The lead magnet was a very well put-together value; and it definitely delivered on value. Giving us a few advantages:

• Value Association:
• When the viewer who downloaded the lead magnet; they were quickly able to extract value and therefore they associate value with BrandBlast.
• Free Context:
• If Content is King — Context is Queen.
• When we started the ad — it was clear from the ‘get-go’ that the offer was indeed Free. This is always a huge pro for any viewer. (Especially if they don’t know you)

And after many trials and errors we found a little hack to Facebook Ads that would almost guarantee us engagements and clicks to our offers.

And that was Targeting People Who Already Liked Our Page. Innovative huh? Not really.

It’s just unexplored by the masses because everyone is ALWAYS trying to expand — and that’s not a bad thing — it again, boils down to context. If they already like your Facebook page; chances are — they’re going to at least look at your offer.

But we don’t want people to just look at our offers — we want them to interact and accept our offer — in this case a ‘Free Download’ — but unless you’re opting them into an autoresponder series; giving them something for Free probably isn’t going to justify creating a $20, $50 or even $1000 Ad Campaign, right?

So we decided to test this on a smaller scale with a premium offer.

The results were rather odd…

We ran an ad for $13 on a $1 Trial to our University — with a few tweaks:

• Budget: $13 — Only Paid By Engagement
• Placement: Heavily Focused on All At First — Then Adjusting to Highest Performing Placement
• Targeting: Only People Who Like Our Page & Their Friends (same as targeting people who like your page but with the added benefit of targeting their friends as well)

The Placements started to show results rather quickly…

Making it very easy for us to cancel out all the non-performing placements and focusing more intently on the placements that our ad was doing the best on.

In this case; Mobile News Feed seemed to have a higher engagement rate (by far) compared to the other placements.

The demographics were a bit of a shock as well — leading us to point out a not-so-discussed factor that has became apparent with this campaign… And that is; Don’t PreJudge Your Market.

For example; in our market — our ideal prospects (or leads) tend to be Men — ages 25 to 60. It’s a pretty big margin; but with this campaign, we noticed that not only were women seeing and engaging with our ad more than men; we quickly allocated additional funds to that side of the campaign to compensate for the amount (attempting to give it an even spread)

This wasn’t a great idea — because we again, prejudged our market and the ad began to sputter out — until we blasted the remaining $7 of our budget directly to women specifically; we got a pretty neat response.

Not only did our cost per result decrease from $0.90 down to $0.16 — our engagement rate actually began to skyrocket compared to previous results. Allowing us to adjust once more for placements, targeting and budget — ultimately leaving us with a 1.62% Conversion Rate but a better understanding of how our market was modified and began to be mixed with a larger demographic than the once before; typical market of Men.

What do we take away from this? Great question; and it’s a pretty hefty one.

• Don’t Judge Your Market Before You Collect Results
• Don’t Over-Compensate on the first change of data
• Always Optimize Your Ads to Dictate Your Payment ONLY When Engaged (rather than per impression)
• Launching Ad Campaigns Directly Towards Page Likers & Their Friends added a nice advantage to the process
• Test. Test. Test.

Our results; while rather biased (given they’re from our own audience) — we were still able to take a once $1 offer — by spending $12.01 on an Ad Campaign — to generating over $4,500 from this ONE CAMPAIGN ALONE.

Because we positioned our advertisement in a way that would trigger a response. We offered them a very low priced/high value product — marketed specifically to people we already knew would engage with our posts — and once they were into the program for the first 30 Days for $1 — the price increased to $31/mo.

May not sound like a ton; but when you keep in mind that over 70 People Engaged with (or clicked) our Ad — out of those 70+ an approx. 80% actually purchased the $1 Trial Month — and out of those over 91.6% are still enrolled in the program to this day.

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