I never experimented with Facebook ads and paid traffic because it scared me.
I didn't know how to select the right audience, how to write proper ad copy, and how to structure landing pages that convert.
After talking to many entrepreneurs who make six figures a year and more, however, I learned that most highly profitable online businesses use paid traffic.
To learn more about Facebook ads for business owners specifically, I started searching for true experts in the field. Experts who were accessible enough for an interview.
Blitzmetrics specializes on advertising online and helps businesses like Jack Daniels or Rosetta Stone.
Dennis Yu is their CTO and has been featured in the Wall Street Journal, New York Times, and several other highly reputable places.
The perfect guy to interview and luckily a member in my WordPress group I Use WordPress!
The Interview: What Business Owners Need To Know About Facebook Ads
Dennis and I quickly scheduled an interview to talk about Facebook ads, and he just blew me away during the interview.
As I didn't have experience in Facebook marketing, I came up with questions that I thought were relevant for business owners just like me:
- How do we leverage Facebook Ads ethically, without annoying our audience?
- Can we directly drive traffic to a sales page using Facebook Ads
- Can we measure the return-on-investment of Facebook Ads?
- How much money do we need to invest in Facebook Ads to see results?
First off, Dennis answered these and more questions during the interview, and I want to thank him for being so open about the strategies implemented by BlitzMetrics.
He gave some very interesting insights on:
- Setting up the right audience for your ads
- Using remarketing to leverage your website traffic
- Why it's a good idea to "boost posts"
- The three-step funnel BlitzMetrics uses
- How spending $1 / day leads to measurable results
I'll implement his strategies during the $10k/month business case study, and I can't wait to share the results with him and with you.
Please note that Dennis is using screen sharing during the interview because he's about to show us proven techniques business owners can use to run successful ad campaigns.
Links mentioned in the interview:
- Dennis' blog
- Dennis' email address: firstname.lastname@example.org
- The 9 triangles framework
- The 3 campaign system
- The SEO post on SEMRush
- The blog of Alex Hough, founder of BlitzMetrics
Facebook Ads For Online Businesses
Get The Foundation In Place
Before you start paying for Facebook ads, it's important to have your foundation in place. Otherwise, you won't have the metrics you need to measure success, and thus you'll never know what to tweak to achieve your goals.
Dennis divides the foundation into three pieces: setup, goals, and content.
Setup is the things you want to have in place in any situation to have a good overview of your online marketing.
- Facebook tracking pixels to create custom audiences.
- Facebook conversion tracking
- Google Analytics
- Google Tag Manager
- Google conversion tracking
I'll expand on those topics in the post on Friday, showing you how to set up Facebook custom audiences and conversion tracking. (I won't use Google Adsense for now, as I think Facebook is what matters more.)
If you're confused by these terms or want to get started right away, I highly recommend downloading the checklists linked below the video.
Goals specific to what a lead is worth. Business owners need to know what a lead is worth before starting the ad campaign.
Say a lead is a subscriber to your email list, and every 10th subscriber buys a product for $50. That means a subscriber is worth $5.
You can only measure these goals when you have the setup in place.
Content is the essential piece that most businesses fail to have in place. With content, you can nurture your audience, generate leads, and get your leads inside your funnel.
If you reach the people but don't have amazing content, you're going to fail. - Dennis Yu
Proven Techniques For Successful Facebook Ads
The following techniques aren't specifically about Facebook or Google; they're about your business. Facebook or Google are just the delivery vehicle to reach your audience.
Big business have a disadvantage in using Facebook ads, because their ability to personalize is a lot lower compared to small businesses. - Dennis Yu
Again, make sure to have your setup in place before you act on these strategies. If something good happens, you'll be able to amplify it.
In the interview, Dennis uses an article he wrote for AdWeek as an example for this first stage of the funnel (audience).
He promotes that article to influencers in the field, e.g. people working at the Wall Street Journal or the New York Times.
He also explains how he used Facebook ads to promote a post with negative feedback on Uber to their competitors and investors.
Both are very interesting examples of defining the right audiences for lead generation.
In fact, I started implementing this strategy of targeting influencers while writing this interview summary:
I promoted my post on GoDaddy to people who work for online platforms I'd love to feature me. And by using interests like "online marketing" I narrowed down the audience to a few thousand people.
This strategy follows a point that Dennis makes: lifting up other people.
By promoting the post on Facebook, I also promote the GoDaddy blog itself, which I'm sure they'll appreciate.
One way for you to implement this strategy is to include quotes from influencers on your post and then promote these posts on Facebook.
This way, you give more exposure to the influencers as well as to your content.
The $1/Day Strategy
Dennis claims that by spending one dollar a day, you can have solid results with Facebook advertising.
I'm putting him on the spot by asking how I would set up a Facebook campaign for the WP Summit.
His feedback was:
- Due to the generality of the website, I'll lose relevancy for fans of a specific speaker, or people who are interested in a specific topic.
- Have a landing page for each speaker to leverage their audience as yours
- Target very specific audiences and send them to personalized landing pages
- Eventually you'll end up with lots and lots of landing pages
These are the takeaways I got from his feedback:
- I will build landing pages for each speaker
- Each landing page will have a summary of the interview with that particular speaker as lead magnet
- Each landing page will trigger a custom autoresponder
- I will run ads for each speaker and narrow down on the most successful ones
Yes, that will be a lot of work.
Luckily I have my friend Jay Austin help me with all this content creation, the landing pages, and the email series.
Facebook Ads can be a very powerful tool when you have the foundation in place:
- Pixels to create custom audiences and track conversios
- Google Analytics
- Content that is worth to get promoted and shared, that's not salesy
- Content that lifts other people
The funnel that BlitzMetrics uses is divided into three sections:
BlitzMetrics publishes content everywhere to build their audience. They do guest posts, and they include other experts to boost their reach.
BlitzMetrics gives away highly valuable checklists for their email subscribers, turning their audience into engaging leads.
Those checklists outline success-proven strategies that anyone can implement without spending thousands of dollars.
BlitzMetrics converts those leads into customers who don't want to execute on their checklists themselves. Those are perfect fits for the software and services that BlitzMetrics has to offer - and it's perfectly replicatable by you.