Do you have a plan when it comes to generating traffic for your offers? I know when I first started online marketing I was lost. I had actually spent a lot of money and not achieved a lot of results with my Facebook Ads experience. It boils down to one simple reason, I didn’t have a plan or a comprehensive understanding of what I was doing when it came to generating paid traffic to my offers.
The very first thing that you’re going to want to consider when you’re actually creating your paid traffic campaign strategy is what’s the goal number one for your paid traffic campaign?
Before we dive into your actual campaign goals let’s go ahead and back up just a little bit so we make sure we’re all on the same page so when it comes to marketing. Whether it’s digital marketing or even old-style print marketing you have two factors that are involved in the traffic that you sent.
First traffic is sent to the front end offer, which in turn gets monetized, and squeezed up the funnel towards the backend pushed through a series of upsells, cross-sales, and down sells. The second piece of that is exactly how you’re going to strategize your traffic campaign. Let me explain, when you’re starting a paid traffic campaign the first thing you’ll want to keep in mind is to start with one product whether you’re an affiliate marketer, an e-commerce brand, or an influencer you don’t want to be all over the board you’re going to want to have a one-product focus to have the best possible results with your advertising campaign.
Your lead magnet or your e-commerce product or your digital marketing course focus on the one product because this way you’ll be able to actually hone in on the most crucial elements needed for success with your marketing campaign, your metrics, before we jump into metrics let’s talk about the results that you’re going to want to get with your campaign right it starts with a simple goal setting
Think about this for a minute, everybody sees what’s on the surface. It’s your front end offer. Your front end offer is like the tip of the iceberg. Ask yourself what type of outcome you’re desiring for your actual marketing campaign?
Are you driving traffic to a product offer like an e-commerce store product page or a sales page or are you driving cold traffic directly to a squeeze page for lead-generation form or maybe a free trial for a software service?
You have to understand what your offer is and then the second part of that equation is what is that offer does. Since I am starting with an affiliate marketing nine times out of 10 it’s going to be lead gen formula I use when driving traffic to an opt-in or a lead generation offer to collect daily leads.
Now it's time to go ahead and set some expectations for your Facebook marketing campaign.
What is it you’re actually trying to achieve with your particular goal? If you’re an e-commerce brand you’re trying to make sales, you’re driving the customer to a product page and converting that cold traffic into hold cash.
If you’re an affiliate marketer, and you’re trying to generate a lead; that lead becomes an asset that you can market to day after day while building value. Not by beating them over the head with sales messaging, instead use clear, concise communication, provide valuable resources and information to help them flesh out and solve their problem.
While you’re building your campaign you have to keep in mind the very basic metrics that you’re going to want to measure.
Let’s recap, first talked about strategy and how are you are actually going to deliver the traffic to offer, now we’re going to talk about goals. Doing so helps to ensure your success with your paid traffic campaign. You wouldn’t want to pay $50 for a lead on a $30 sale. It’s not a good result unless you know you’re going to make it up on the back end. For new offers, we don’t know how they convert.
What types of campaign goals can be set?
Let’s talk about some of the different goals and metrics that you might want to measure for your paid traffic campaign the first one is going to be called:
ROAS return on ad spend
CPA cost per acquisition
CPL cost per lead
CPC cost per click
CTR click-through rate
CR on-page conversion result on page
percentage of video viewed
CPM that is the cost per 1000 ad impressions
Let’s take a look at my affiliate offer. I am promoting a pre-launch offer for an upcoming book publication. The cost of the book itself is going to be $19.95, but free s&h will be the offer. For my campaign I’m going to focus on two specific numbers for my goals with a third for good measure.
The first GOAL is going to the CPL that is my cost to acquire a lead.
The second metric is going to be my CPA my cost-per-acquisition.
The third metric is ROAS
The cost of the book equals $19.95 so if we look at a third metric I’m going to look at the ROAS as $19.95 for my ad spend That means I was able to acquire a paid customer for under $19.95 or a ROAS of 1 (This is breaking even on as spend.) The ultimate goal is to profit at the time of purchase and recover the ad spend.
I have isolated that my cost per lead I want it under a dollar I will start with a $3 as my CPL goal then focus on my cost per lead to under a dollar. The second result that I’m measuring is actually my cost-per-acquisition CPA which will be $19.95 that would equate to a return on ad spend of one meaning that it cost 100% of the product price to acquire that customer.
Building Avatars For Proper Targeting With Your Facebook Ads
Before you can effectively create any type of paid advertising campaign you’ve got to understand your business so let’s talk about the two different types of businesses that exist in the marketplace. The first type is a Market-Centric business and then the seconds type of business is a Product-Centric Business.
When you’re creating advertising you really have to stop and think of these two as separate entities because the way you interact with them is different. You’re going to start by developing your avatar.
For a Marketplace business, you’re going to develop one to two customer avatars. For an e-commerce business, you’re going to develop 2 to 4 customer avatars
Let’s take a look at the different types of businesses starting with the Market-Centric business let’s look at a couple of different of examples just to show you the difference between the two types here’s an example of a Market-Centric business.
Let’s take a look first at my blog Make Your Impact what is my blog about it is about my journey as an employee transitioning to an affiliate marketer and becoming an entrepreneur. Market place centered business My Avatar Dad’s wanting to build a side hustle, mom’s wanting to start a side hustle online, and start up entrepreneurs looking to find their way.
Nascar.com is another Market Centric business these are for Die Hard NASCAR fans who’s the Avatar NASCAR fans.
Here’s another example of a market-centric business soccer.com they’re catering to people who enjoy the sport of soccer and or soccer players.
Let’s review a few product-centric types of business, for example, we have Brendon Burchard High-Performance Ledger which is a daily planner for high-performance achievers. Their Avatar would-be entrepreneurs, high-level salesman, mid-level, and c-level executives, educators, professors, and busy moms are all types of people who could use this product in their life.
High-end men’s watches this type of business is also a product Centric business because they have multiple avatars again you can fall into the professional men like CEO or C-Level and above management executives, men that like to have a certain elevated style for fashion, fashion image buffs.
The last product-centric business that we want to look at we take a line of female swimwear, in this case, it’s product-centric because who’s going to be actually using the feminine swimwear? There’s a couple of different avatars one it’s going to be beachgoers and summertime vacationers.
Moms, women being comfortable with their bodies after childbirth. These are body image buffs. A statement women want to make about their bodies.
It’s time to dial in your Facebook ads campaign
Now you’re armed with lots of tactical information. Knowing and understanding what type of business you have and who your avatars/Avatar is. Now it’s time to go and do some research.
Let’s go find out where they are hanging out on Facebook, what books do they read, what magazines are they looking at? What blogs do they follow? Who are the influencers in their space? What tools do they use, and what events do they go?
Gathering this information helps you to really target your dream customers, who are their peers and their influencers in their Market. Once you have all of that information then you can begin to start dialing in your audience interests.
Building Your Facebook Audience Interests
We’ll need to jump into ads manager or Facebook business manager.
Once you’ve logged into Facebook’s Ad Manager or Business Manager tool, you need to create a campaign, the define your ad campaign’s objective., then create a new ad set, and ad group. Under the ad set is where you will start building out your interests. You’ll want to have 1 ad set per avatar, to help make ad tracking easier.
You can also target placements of the ads, set daily or campaign budgets too.
Developing your ad copy and creatives for your campaign
You’ve come a long way since the Inception of this article, we’ve talked about expectations we’ve talked about goal-setting, we’ve taken a look at your target market and your target avatar.
Now it’s time to get down to the nitty-gritty this is the part that everybody’s been waiting for. It’s time to start writing the ad copy and creating the ad creatives whether that be image or video. Start with at least two variations of each ad copy and at least two variations of each ad creative whether that be an image and a video, two images and two videos, you’re going to want to have at least two to test, that way you can start split testing your ads right from the start.
Use creative storytelling in your ad copy, You’ll need a powerful hook in the first sentence to grab your prospect’s attention right out of the gate. There’s so much that goes into ad copy hooks, line, and sinker. That’s something for another blog post but right now I really just want you to hone in and focus on the creatives.