How Google Makes Millions With Direct Mail

At our MOBE masterminds, we sometimes ask our attendees if they use direct mail (i.e. postcards and flyers) in their marketing. Very few hands ever go up. But why not? If you’re thinking it’s because no one checks their mail anymore in the internet age, think again. Google, a multi-billion dollar company, is a heavy […]

The post How Google Makes Millions With Direct Mail appeared first on MOBE – My Own Business Education.

At our MOBE masterminds, we sometimes ask our attendees if they use direct mail (i.e. postcards and flyers) in their marketing. Very few hands ever go up. But why not? If you’re thinking it’s because no one checks their mail anymore in the internet age, ...Read More

How To Find Businesses To Invest In

The renowned investor, Warren Buffett, does not just invest in anything. He has certain criteria he works with when deciding whether or not to invest in a business. In Peter Bevelin’s book, A Few Lessons for Investors and Managers From Warren Buffett, you can read about Warren Buffett’s investment criteria in detail. For example, he […]

The post How To Find Businesses To Invest In appeared first on MOBE – My Own Business Education.

The renowned investor, Warren Buffett, does not just invest in anything. He has certain criteria he works with when deciding whether or not to invest in a business. In Peter Bevelin’s book, A Few Lessons for Investors and Managers From Warren Buffett, you can read ...Read More

3 Facebook Ad Tests: How We Increased Return on Ad Spend 245% & Improved CPL 41% & 55% (By Clicking a Single Button Each Time)

Sometimes one little button can make all the difference in the world.

Case in point: these three Facebook ad case studies. Clicking one little button can dramatically change the performance of your ads. ~ Molly Pittman

In each of the three Facebook ad tests you’ll see in this post, I’ll explain how clicking one little button can dramatically change the performance of your ads.

So, if you’d like to increase your return on ad spend (ROAS) by 245%…

Or improve your cost per lead (CPL) by 41% or 55%…

Pay attention.

You’ll see how we did it by changing just a single campaign setting inside of Facebook.

Facebook Ad Test Case Study #1: How We Improved Cost per Lead by 55% by Changing the Campaign Objective

Once upon a time, we were hosting a webinar, and we wanted to run Facebook ads to get more people to sign up for it.

This should have been a cut-and-dry operation but there was one hitch:

Due to a technical snafu, we couldn’t place our Facebook pixel on the webinar software’s Thank-You Page…

…which meant that we weren’t able to tell Facebook to optimize for conversions.

As a result, we had to optimize for a different objective: links clicks.

Now as you can see here, a single click is all that differentiates between these two objectives:

Selecting your Facebook marketing objective

But oh, what a difference that one click can make!

We ran this campaign using “Traffic” as our objective. Basically, this told Facebook to show our ads to people who are most likely to click on our ad (but NOT necessarily the most likely people to complete the webinar registration process).

When running this campaign, here were our results:

  • Spent: $1,500
  • Generated: 76 webinar signups
  • Cost: $19.74 per lead

Now that was acceptable, so we let it continue to run. But I knew I was missing out by not being able to optimize for conversions.

About a week later, I got good news. Someone was able to solve our pixel problem, which meant that now I was able to optimize for conversions instead of link clicks!

So, I paused the Traffic ads and started a brand-new campaign that was optimized for conversions.

Keep in mind that everything else about these ads was exactly same:

  • They had the same targeting options
  • The same pictures
  • The same copy

Everything was identical. Except for the objective.

And this wasn’t even a “seasoned” pixel. In other words, when I started this campaign the pixel was brand-new; Facebook had zero conversion data. They were starting from scratch.

Here were the results:

  • Spent: $1,300
  • Generated: 145 webinar signups
  • Cost: $8.97 per lead

CPL cut in half and then some? That’s a MASSIVE improvement. A 55% decrease in our lead cost.

Takeaways From This Test:

  1. Pay attention to every single setting in Facebook. Because one little wrong click can make a BIG difference.
  2. Don’t try to trick Facebook — just tell it what you want. If what you really want is conversions, then optimize for Conversions. If what you really want is link clicks, then optimize for Traffic.

Facebook is really good at optimizing your ads to give you what you want. You just have to tell it what that is.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these seven proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

Click here to get the Ultimate Facebook Ad Template Library!

Facebook Ad Test Case Study #2: How We Improved Cost per Lead by 41% by Skipping Facebook’s New Ad Delivery Option

OK, so we’ve established that it’s important to be honest and tell Facebook what it is you really want from your campaign.

But recently Facebook started adding an extra option underneath the “Optimization for Ad Delivery” section. This new option allows you to (in Facebook’s words):

“Optimize for link clicks until there is enough data to optimize for conversions.”

Here’s what it looks like:

Selecting "optimize for link clicks" under Optimization & Delivery in the Facebook platform

In other words, Facebook will FIRST optimize for link clicks and THEN it will start to optimize for conversions later.

It’s an interesting option… and intuitively, it makes a lot of sense.

By optimizing for link clicks first, Facebook is able to gather more data, faster. Then it can use that extra data to speed up the optimization of your campaign later on… right?

"The results were a lot different when we actually tried it for ourselves."Well, that’s the theory.

In reality, however, the results were a lot different when we actually tried it for ourselves.

We first tested this option to cold traffic (people who aren’t familiar with our brand). We created two identical campaigns, both of which were optimized for conversions.

The only difference was whether that “Optimize for link clicks…” button was clicked or not.

Our results were a little surprising:

  • “Optimize for link clicks…” WAS clicked: $10.30 per lead
  • “Optimize for link clicks…” was NOT clicked: $7.91 per lead

We ran a similar test to warm traffic (people familiar with your brand but haven’t bought yet), and the difference was even bigger:

  • “Optimize for link clicks…” WAS clicked: $12.22 per lead
  • “Optimize for link clicks…” was NOT clicked: $7.21 per lead

Clearly, this option did not work for us. Our CPL was 41% lower when we unchecked that box and simply optimized the campaign for conversions.

So, what’s the deal? Does it simply flat-out not work?

Not necessarily. Keep in mind a couple of things:

First of all, this is a strategy that, by its very design, will take some time to really be effective. These campaigns may not have been running long enough to take full advantage of this feature (each ran for a week while we collected the data above).

Second, this option might be better-suited for ecommerce companies or other businesses selling big-ticket items that don’t generate that many conversions.

But whatever you do, test it! That’s the only way to find out for sure what will work for YOU.

In our case, we believe that Facebook generated more click data than conversion data… so even though Facebook was generating more clicks at the beginning of the campaign, those clicks weren’t coming from the people who were most likely to convert.

Takeaways From This Test:

  1. Consider not clicking that button, especially if you expect to generate 100+ conversions within the first few weeks of your campaign. In our case, optimizing for conversions was significantly more effective.
  2. If you think this option might work for you, at least test it. Let the data tell you what works and what doesn’t.

Facebook Ad Test Case Study #3: How We Doubled Conversions by Optimizing for Customer Lifetime Value

In this last test, we wanted to see what the results would be if we used Facebook’s new “Optimize for Value” option:

"It's a really smart option for Facebook to offer."So what is it?

Basically, this option tells Facebook to optimize for high-value customers to bring you the most total revenue possible.

So, rather than optimizing for conversions alone (i.e. maximizing front-end sales), we are telling Facebook to optimize for high-value conversions (i.e. maximizing total revenue).

It’s a really smart option for Facebook to offer.

So, we ran a split test to compare the results of optimizing for conversions vs. optimizing for lifetime value.

(And of course, just like before, everything else about the campaigns was the same.)

So, what were the results?

  • Optimizing for conversions: ROAS of $1.17
  • Optimizing for value: ROAS of $2.87

In other words, in the first campaign, we generated $1.17 for every $1.00 we spent. In the second, we generated $2.87 for every $1.00 we spent.

The results here are pretty clear and clearly pretty awesome.

The campaign that was optimizing for value beat the standard “optimize for conversions” campaign by a margin of 245%!

"One wrong click can have a big impact on the performance of your campaign."It didn’t necessarily generate more conversions. It actually generated fewer total conversions. But the revenue per customer was higher, leading to that 2.45x increase in revenue.

This option won’t work for everybody. If you sell only one product at a single price point, then feel free to skip it.

But if you sell different products at different price-points, and you want to maximize the number of high-ticket items you’re selling…

Then definitely give this ad set objective a try! It’s well worth your time, as you can see from the results above.

Takeaways From This Test:

  1. Always remember to keep in mind the numbers that matter most for you, and optimize for the most bottom-line metric you can. For the majority of companies, ROAS is more important than total sales because it factors revenue into the equation.
  2. Anytime you’re able to optimize for revenue rather than sales, do it! One great way to do this is to test using Facebook’s new option, “Optimize for value.” The potential with this new targeting ability is huge.

One Little Button Can Make A Big Difference

When setting up ads in Facebook, you should never click on an option willy-nilly.

Always know what you’re clicking and why.

Because as you’ve just seen, for better or worse, one wrong click can have a big impact on the performance of your campaign. "Always know what you're clicking and why."

I hope these case studies gave you some ideas and inspiration for your own campaigns. Now get out there and make a case study of your own! 🙂

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these seven proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

Click here to get the Ultimate Facebook Ad Template Library!

The post 3 Facebook Ad Tests: How We Increased Return on Ad Spend 245% & Improved CPL 41% & 55% (By Clicking a Single Button Each Time) appeared first on DigitalMarketer.

Sometimes one little button can make all the difference in the world.

Case in point: these three Facebook ad case studies. Clicking one little button can dramatically change the performance of your ads. ~ Molly Pittman

In each of the ...Read More

The Start-Up Phase Explained

Today, MOBE has about 400 staff who are organized into separately managed divisions. Every person in the company knows their role and responsibilities. Every task is carried out according to a standard operating procedure. But if you’re just getting started, this is not how you run your business! When MOBE started in 2011, it was […]

The post The Start-Up Phase Explained appeared first on MOBE – My Own Business Education.

Today, MOBE has about 400 staff who are organized into separately managed divisions. Every person in the company knows their role and responsibilities. Every task is carried out according to a standard operating procedure. But if you’re just getting started, this is not how you ...Read More

How Engaging Your Audience Creates Sales

I’m willing to bet you have plenty of leads on your list right now who haven’t bought anything from you, but they’re interested in what you’re offering and they have the money. Then how do you get them to buy? By communicating with them. Sending them more emails. Posting on social media. Posting on your […]

The post How Engaging Your Audience Creates Sales appeared first on MOBE – My Own Business Education.

I’m willing to bet you have plenty of leads on your list right now who haven’t bought anything from you, but they’re interested in what you’re offering and they have the money. Then how do you get them to buy? By communicating with them. Sending ...Read More

The Facebook Ad Map: Your Shortcut for Choosing the Best Ad Format for Any Type of Offer

Have you ever struggled with which Facebook ad to use when launching a campaign?

Facebook has a lot of different options when it comes to ad formats, and it seems like they’re testing a new type of ad every month.

So, which one should you use? The Ad Map is an easy-to-use tool you can reference to quickly decide which Facebook ad type will work best with your offer."

How much copy should you include with your Facebook ads?

When is it appropriate (or not appropriate) to use a video ad?

These are really common questions people have, which is why we created the Facebook Ad Map.

The Ad Map is an easy-to-use tool you can reference to quickly decide which Facebook ad type will work best with your offer.

Here’s what it looks like:

The Facebook Ad Map

If you’d like to download your copy of the Facebook Ad Map so you can follow along with this blog post, just go here.

Once you’ve downloaded the Ad Map, print it out or pull it up on another screen and keep reading to discover how and why this handy little tool works so well.

And the reason has to do with this fundamentally important principle of advertising:

Match Your Ad Type With Your Level of Buying Commitment

So, what’s the philosophy behind the Facebook Ad Map?

The bigger your ask the more copy you need to persuade people to take your desired action. ~Keith KranceWhy does it work?

The answer is simple. It works because it automates the process of matching the ad type with the level of buying commitment in your offer.

In other words: How much does the person have to give you to get what you’re offering? From money to their time.

The bigger your ask, the more copy you need to persuade people to take your desired action.

If all you’re doing is asking people to click to read a blog post, that’s a pretty small ask. They don’t need much convincing to take that action, so you can get away with a simple link post ad using short copy.

But if you’re asking people to attend a webinar or purchase a product, that’s a bigger ask that requires a commitment of time or money. These offers will usually perform better with long copy and/or video ads.

We’ll go through each of the ad and offer types in just a minute. But first, I just wanted to make sure you understand the philosophy behind why the Ad Map works.

Once you grasp the concept of matching your ad with the level of buying commitment in your offer, you’ll be able to apply this principle to improve other areas of your marketing as well — from landing page optimization to persuasive sales copywriting and more.

So, without further ado, let’s jump into the three main types of Facebook ads.

The 3 Types of Facebook Ads

The Ad Map covers three basic types of Facebook ads:

  1. Short copy link post ads
  2. Long copy link post ads
  3. Video ads

Of course, there are other types of ads in Facebook, but we’re focusing on these three because they’re the most common and, in many cases, the most effective ad types out there.

Short Copy Link Post Ads

Link post ads are the most common type of ad you see on Facebook.

A link post ad contains a clickable image that takes you to a page on the advertiser’s website, like this:

An example of a short copy link post ad

Notice this example is employing a technique we use a lot at Dominate Web Media, which is asking a question.

Questions work great when used as part of a link post ad because they prompt a response and hook people in that first line of copy. Especially when that question addresses your avatar’s number-one pain point or desire.

(RELATED: [DOWNLOAD] Customer Avatar Worksheet: Finally, Get Clear on WHO You Are Selling To!)

In the Facebook Ad Map, we differentiate between short copy link post ads and long copy link post ads.

Short copy would include anything with fewer than eight or nine lines of copy. This means that all the copy will be visible in the newsfeed without having to click “more.”

Long copy ads are a little different, so we’ll talk about them in the next section.

Long Copy Link Post Ads

A long copy link post ad is the same thing as a short copy link post ad, with one major difference:

There’s A LOT more copy.

When you include long copy in a Facebook post, Facebook will cut you off around the eighth or ninth line of ad copy and insert a “more” link.

Users will have to click on that “more” to view the rest of your copy.

Here’s what this looks like:

An example of a long copy link post ad

You can really go all-out here and include as much copy as you want. We’ve written 2,000-3,000 words or more in some cases and generated good results.

The benefit of including more copy should be pretty obvious: It allows you to do more selling! You can talk more about the features and benefits of your product or service and really hit on the pain points it solves.

Video Ads

The third type of ad we’re including in the Facebook Ad Map is the video ad.

Video ads are so darn effective, especially when targeting cold traffic (people who have never heard of you before), that you should definitely be testing these…

Especially when the depth of your ask is greater than simply viewing some free content or opting in for a lead magnet.

Anytime your offer requires making a commitment of either time or money, people will need some convincing. And video ads give you the ability to grab the viewer’s attention and deliver your sales message in an engaging and persuasive way.

Video ads are also a great way to show value up-front. In other words, you can show people that you can help them by… wait for it… actually helping them!

If you can demonstrate your expertise by sharing some valuable content that actually helps the viewer solve their problem, you’ll go a long way in establishing trust and building credibility.

(RELATED: The Ultimate Guide to Facebook Video Ads)

Keep in mind, you can also test long and short copy with your video ads. If you’re promoting a high-priced offer, you might want to consider testing a video ad with long copy like this:

A Facebook video ad with long copy

But remember, it’s possible to run video ads for lower-level buying commitments, too. (You’ll notice that the Ad Map shows a faded-out checkmark under “Video Ads” for the first three offer types.)

This is a good option for you if you feel more comfortable shooting a quick video than you do writing ad copy.

Quick Tip: You can use long copy, non-video ads to test different frameworks and hooks, then choose the best performing one and turn that into a video ad.

This is exactly what I did with the link post ad above. That link post ad and that video ad both go to the same exact offer — a free book + S&H sales page. I was able to get the link post ad up and running faster; it performed great, so I created a video ad next and that absolutely crushed it.

For some tips on how to create highly effective video ads that convert, I highly recommend you check out Episode 67 and Episode 68 of the Perpetual Traffic Podcast.

Now that we’ve covered the three main types of ads, let’s talk about the seven different types of offers in the Facebook Ad Map.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these seven proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

Click here to get the Ultimate Facebook Ad Template Library!

The 7 Types of Offers

These offer types are in order, starting with the lowest buying commitment and ending with the highest buying commitment.

#1: View Ungated Content

This is, very simply, sharing content that the person does not need to opt-in for. In most cases, this is a blog post or a video.

Because this is a very small ask, you don’t need to do a lot of convincing.

That’s why you should usually use short-copy link post ads to promote ungated content, like this example here:

A short copy Facebook ad that links out to a blog post

#2: Claim Local Business Coupon

If you’re a local business and you want to promote an upcoming sale or promotion, most of the time your best bet is to use a short copy link post ad.

"The goal of your ad is not to persuade the person to buy your product or service."The reason is simple. Because you’re giving people a deal or offering a discount, you don’t need to sell it too hard.

Keep in mind that the goal of your ad is NOT to persuade the person to buy your product or service. The goal of your ad is simply to get them to take the very next step… which is to click on the ad and go to your landing page.

And when you have an irresistible offer (like a good coupon), you don’t need a lot of copy because the offer says it all.

(RELATED: Local Business? See How Jabz Boxing Studio Generated 427 Leads in 31 Days Using Local Advertising on Facebook)

#3: Download Lead Magnet

This includes any offer where you are providing gated content or some type of gated tool, such as a…

  • Checklist
  • Swipe file
  • Cheat sheet
  • White paper

…and so on.

While you aren’t charging money for these Lead Magnets, you are requiring the person to opt-in by giving you their email address. It’s a tougher sell than offering ungated content, but still not a huge commitment.

(Most people understand that even if they give you their email address, they can usually unsubscribe pretty easily.)

That’s why we usually recommend short copy link post ads for this type of offer, like this example:

Short copy Facebook ad that links out to a Lead Magnet landing page

Or this one, which you may recognize:

A short copy Facebook ad from DigitalMarketer that links out to a swipe file

I know that some people find it easier to shoot a quick video than to write ad copy. If that sounds like you, then feel free to test a video ad here as well.

Here’s an idea of what this might look like:

A Facebook video ad that links out to a Lead Magnet

#4: Quiz/Survey Funnel

Quizzes and surveys can really run the gamut from low commitment to high commitment.

If you’re promoting a viral-type quiz that’s quick and easy to complete, then you can probably get away with a short copy link post ad.

But if your quiz/survey is more involved or complicated, then you might need longer copy to convince people to take action.

It’s also important to remember what you’re asking people to do at the END of your survey.

Sometimes you might find that people are completing your survey, but they aren’t continuing on afterward. Maybe your survey ends with an opt-in to see your results, and people aren’t opting in.

If this happens, you might need to do more selling in your ad with longer copy or with a video. These longer formats will help you build up your prospect’s desire to not only complete the quiz but also to see their results and learn more after the survey is finished.

Because we know that quizzes usually end with some kind of ask (such as an opt-in or a free + shipping offer), we tend to lean a little more toward the right-hand side of the Ad Map when promoting this type of offer.

#5: Attend Webinar

This type of offer includes…

  • Webinars
  • Zoom meetings
  • Facebook Live events
  • Seminars

…and so on. If you're marketing to someone with plenty of free time, then you might not need as much copy to persuade them to attend your webinar. ~Keith Krance

You’re not asking the person to buy anything, but you ARE asking for a significant time investment (usually one to two hours).

Now, this is an offer where you’ll really need to think about your avatar and your market because that will have a BIG impact on what type of ad you should use here.

If you’re marketing to someone with plenty of free time, then you might not need as much copy to persuade them to attend your webinar.

But if you’re going after busy executives, for example, then you’re REALLY going to have to convince these people of the value of your webinar. Typically, people who are busy and successful value their time more than their money… and asking for an hour or two of their time is actually a bigger commitment level than asking them to take out their wallet.

We typically promote webinars with long copy or video ads, like in this example:

An example of a Facebook video ad with long copy that links out to a webinar registration page

#6: Claim Free + Shipping Offer

This type of offer includes…

  • “Free + shipping” book offers
  • Low-dollar Tripwires
  • Free trials that require a credit card

…and other impulse purchases that are under $20 or so.

This could also include cool and inexpensive items like Survival Life’s “Credit Card Knife”:

The landing page for the Credit Card Knife

This is a low-dollar offer, so it’s not a big financial commitment. But you are still asking people to take out their credit card, which means that you’ve got some selling to do.

That makes long copy or video ads the way to go, as in this example for a free + shipping offer:

An example of a long copy Facebook ad that links out to a free + shipping offer

#7: Purchase Product

This includes…

  • Your core offer
  • A front-end offer
  • Or any product or service more expensive than a low-dollar Tripwire

It could be a $47 ebook, a recurring $67/month subscription for software or a supplement, all the way up to a product that costs $1,000 or more.

For offers like this, with a high level of buying commitment, we typically recommend using a long, content-rich video ad.

Remember what we said earlier about showing value up-front? This becomes more and more important as the buying level commitment gets bigger.

You can also test a long copy link post ad, like in this example:

A long copy Facebook video ad that links out to a product sales page

One of the questions we get a lot is:

Should I target warm audiences only, or can I also target cold traffic with offers like this?

The answer is that it depends on your market.

In some cases, we’ve had success driving cold traffic directly to $60/month products (usually this only works with a really good video ad). In other cases, you’ll need to spend some time warming up your audience before they’re willing to buy your core offer.

This varies a lot from market to market, and it’s something you’ll need to test in order to find out what works for your business.

Get Started Using The Facebook Ad Map

Now that you understand what the Facebook Ad Map is and how to use it, the next step is pretty obvious:

Download your copy today and start using it in your traffic campaigns!

Finally, I want to address a question you may have, which is:

What if my offer doesn’t quite fit into one of the seven offer types on the Ad Map?

It’s bound to come up once in a while. Fortunately, the answer is pretty simple.

Because while your offer might differ slightly from what’s on the Ad Map, there’s a good chance you can group it with something similar.

For example: If you’re promoting a long VSL (video sales letter) or a free strategy session, the time commitment might be similar to that of a webinar. So, in these cases, you should use a long copy link post ad or a video ad.

Just think back to the philosophy behind the Ad Map, which is to match your ad type to the level of buying commitment in your offer.

The bigger your ask, the more copy and selling you need in your ads. This is a principle that will always hold true, no matter what network you’re advertising on.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these seven proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

Click here to get the Ultimate Facebook Ad Template Library!

The post The Facebook Ad Map: Your Shortcut for Choosing the Best Ad Format for Any Type of Offer appeared first on DigitalMarketer.

Have you ever struggled with which Facebook ad to use when launching a campaign?

Facebook has a lot of different options when it comes to ad formats, and it seems like they’re testing a new type of ad every month.

So, which one should you use?  ...Read More

Money – Confidence

We can’t really “make” money. Only the government (and counterfeiters) can do that. The only way to acquire money is to make an exchange with someone else – either by selling something to that person, or by buying an income generating asset. Still, there is a secret to “creating” money that all wealthy people understand. […]

The post Money – Confidence appeared first on MOBE – My Own Business Education.

We can’t really “make” money. Only the government (and counterfeiters) can do that. The only way to acquire money is to make an exchange with someone else – either by selling something to that person, or by buying an income generating asset. Still, there is ...Read More