Category: Social Media


Facebook Ad Lessons I Learned That Will Help You Run Better Ad Campaigns in 2019

sourced from:

For the past several years, I’ve taken a moment every December to reflect on what I’d learned about Facebook ads that year. I’ve turned those thoughts into blog posts, in hopes that these lessons help guide YOU in the New Year.

This is the FIFTH edition of this post (scroll below to see my thoughts from previous years), and it’s so interesting to scroll through and see how quickly things change over such a short period of time.

I’m grateful that we work in an industry that changes so quickly and keeps us on our toes… how boring would it be otherwise!? 

This year brought new lessons for me as I branched out on my own and started media buying for clients. I’ve learned A LOT.

I tested a ton of stuff. Some of it worked, some of it didn’t. I was fortunate to work in many different markets, promoting an array of products.

I also really paid attention to how Facebook changed over the course of 2018, especially in reaction to the Cambridge Analytica scandal…

Changes on the Facebook Front

The Cambridge Analytica situation changed Facebook. It created a narrative among the general public that Facebook may not be safe, and in order to gain that trust back, Facebook had to make some changes… changes that provided a safer and better experience for Facebook users.

(RELATED: Perpetual Traffic Episode 144: Why This is Still the Best Time to Be a Facebook Marketer (Plus… Insights from Facebook’s NYC Office))

We, marketers, felt these changes pretty strongly.

Facebook is changing every single day in efforts to provide a healthier and more productive experience for users.

There were small changes, like the removal of some targeting options and custom audience size.

But we also saw large changes. Nothing that was publicly “announced” by Facebook, but changes that most of us as advertisers experienced. Certain strategies that used to work in 2017 quit working. Ad costs also rose for a lot of marketers.

This year, I heard, “I just can’t get Facebook to work!” from all of you at least a few times a week—and I get it.

But, what I’ve learned is that it’s not that Facebook isn’t “working.” It’s that Facebook is changing every single day in efforts to provide a healthier and more productive experience for users.

It’s also what I hope every business is doing… constantly improving their product or service for the betterment of their customers.

And as Facebook evolves, we as marketers must too. So, how do we do that? What should we focus on in 2019? Let me explain…

As marketers, we sometimes forget that Facebook is a social media platform. It’s a mirror. It reflects whatever messages we are putting into the platform.

We control what we post AND the posts we see based on what we engage with.

The platform is literally built to give you more of what you want, and this can be used for good or bad.

Facebook wants you to perpetuate GOODNESS on its platform. It’s that simple. They’re a company rich in values.

As advertisers, if we are perpetuating negativity OR not starting a conversation at all, Facebook isn’t going to spread our message (aka show our ads).

Facebook wants you to perpetuate GOODNESS on it’s platform.

Over the last year, we’ve seen a huge shift in Facebook showing more ads that use positive language, positive imagery, and are helpful to the end user, rather than feeding off of their fears, insecurities, or promising unobtainable end results.

But why did things change so quickly? Simply, Facebook didn’t have to enforce their values as strongly until the aftermaths of the 2016 election and the Cambridge Analytica scandal.

In the spring of 2018, Facebook was receiving heat from the government and general public. Because the media positioned the scandal as a “data leak,” Facebook lost trust from some of its users. The public threatened to abandon the platform. The entire company fell under intense scrutiny.

Facebook had to respond and prove to the public that it was taking action to make sure this never happened again.

Luckily, Facebook already had a method for measuring the experience advertisers were providing consumers through their ads.

Way back in 2015, they released the relevance score. A score from 1–10 that indicates how well an ad relates to the interests and needs of the target audience.

It’s unknown exactly how the relevance score is calculated, but I know it consists of click-through rate, post engagement, negative feedback, positive feedback, conversion rate, and more.

The higher the relevance score, the lower the ad costs. This has been proven again and again. Whenever I’m experiencing high ad costs, it almost always correlates to a relevance score lower than 5.

Relevance score was the first indication that Facebook was optimizing their ad platform for social proof and consumer satisfaction.

It makes sense, too.

The more end users (humans with a free Facebook account) enjoy the posts they see on Facebook, the longer they’re going to spend on the platform, and the more revenue Facebook collects in ad dollars.

Social Proof as a Solution

Social proof is what will save you on Facebook in 2019.

This is the most important takeaway from this article.

Social proof is what matters on Facebook in 2019.

It matters more than ever.

In March of this year, I brought on a client that sells Christian products. Over the summer, I watched ad costs rise in every one of my client accounts (mostly e-commerce), except for this client.


Because they have social support. The message that this company conveys in its ads is not only liked by the market, but it’s also supported, and the market wants to show their support.

Our most engaging ad from this year has 100k shares. The cost per click is only 11 cents. I haven’t seen ad costs like this since 2013.

Each of the last 3 months, I’ve launched a new FB ad campaign for this client. I have 4 ads in each ad set. Two of them are existing ads that have significant social proof (50k+ shares each) and 2 ads are brand new. The 2 existing ads have outperformed the 2 brand-new ads all 3 months!

Social proof is what matters on Facebook in 2019.

So, what does this mean for you??

Your ads need to ignite something in your audience. They should make your audience FEEL something so strongly that they have no choice but to react, comment, or to share your ad.

The days of direct-response ads that list the features and benefits of a product without relating to the audience are over. Facebook doesn’t have to and won’t show boring ads.

Even if you’re selling a product that feels “boring” or that’s hard to create a community around, there is hope. Tell a story. Make people laugh.

I have a client who sells daily planners. At first, I was worried about our ability to generate social proof because it was such a commodity product.

I found some amazing customer stories of how this planner had changed the lives of a few individuals and used their stories and photos as my ad copy and creative. It worked like a charm because other humans on Facebook related to these stories and felt compelled to share theirs in the comments, too.

Tell a story. Make people laugh.

Using motivational ad copy to excite your market generates social proof, too. People respond well to motivation and they’ll want to share the message with their friends.

So when you sit down to write ad copy, think about what this market would respond to. What could you put in front of them that they’d want to share, comment on, or react to? This is the key to Facebook success in 2019.

But there’s more.  Facebook cares about more than just the relevance of your ad. The ad is just the first step.

Following Through on Your Promise

Facebook cares about the ENTIRE consumer experience.

This means everything from clicking on the ad to purchasing and receiving the product.

If someone clicks on a Facebook ad and purchases a t-shirt, but never receives it, that’s a bad look for Facebook, even if they weren’t the one facilitating the purchase.

Facebook cares about the entire customer experience.

They’re putting measures in place to ensure businesses’ aren’t just great advertisers, but that they can also deliver.

This is why Facebook’s starting to take into account the reviews on fan pages into the success of that brand’s ad campaigns.

They’re also starting to ask consumers to rate their shopping experience with brands post-purchase, and using that information to judge the reach and costs of ad campaigns.

It’s obvious that Facebook cares about the entire customer experience. So make sure you’re providing that in 2019 and you’ll be just fine.

It’s important to think about the experience you’re providing AFTER someone clicks on your ad, too. This is important to Facebook. It’s essential to look at things like page-load speed, and the mobile experience you’re providing.

It’s why Facebook Messenger will become even more essential in 2019. Users already understand how to navigate the platform and Facebook likes that you’re keeping people in their ecosystem.

(RELATED: Facebook Messenger Ads: How to Use Them in Your Business)

It’s also why Instant Experiences will be huge in 2019. Formally known as Canvas ads, Instant Experiences are “a mobile ad solution that brings brands and products to life in a full-screen, post-click experience that loads almost instantly from ads in Facebook and Instagram feeds.”

Basically, you can build a simple landing page that summarizes your offer. Consumers don’t have to digest your entire website to make a purchasing decision.

The name of the game is social proof and user experience. And most important of all, remember that humans are on the other side of the keyboard, and you will succeed.

Hopefully, this look back over the last year helps you, and you aren’t worried about the rising ad costs and “difficulty” of Facebook advertising as we go into 2019.

And if you want to read about what I have learned in previous years of working with Facebook ads, just keep reading! It can be really helpful to see the big picture of how paid traffic has changed over the years.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

4 Lessons Learned from Running 1,573 Facebook Ad Campaigns in 4 Years

Here are 4 lessons I learned in 2017 (that I wish I had known long before).

1. Understand That Scaling Paid Traffic Campaigns Involves More Than Just Increasing Your Budget

When most people think about scaling a paid traffic campaign, they imagine increasing the budget and, in return, proportionally receiving the same results.

For example, imagine you were spending $100 a day on a campaign and generating 50 leads for $2 a lead. Most people would expect to increase the budget to $200 a day and in return receive 100 leads for $2 a lead.

Unfortunately, most of the time, that’s not how media buying works. Especially on Facebook.

By increasing the budget, you are asking the platform to show your ad to more people.

Platforms like Facebook and Google have algorithms that factor in…

Your budget
Your targeting
Your desired end result

…and much more.

All to help you get the best results possible (and to create the best experience for the end user).

(RELATED: The Ad Grid: How to Build Traffic Campaigns that Convert Higher and Scale Faster)

Just because you feed the machine more money does not mean that they can guarantee more of the same results.

Especially if you’re targeting a smaller audience.

There may not be many more “qualified” people left for Facebook to show the ad to. People who are most likely to take the action you desire.

Remember that we are advertising to humans, not robots, and that your target audience can be easily and quickly saturated.

Just because you’re willing to invest more money does not mean that there are more people in the audience you’re targeting that are wanting to take your desired action based off of the messaging and selling system you’re using.

Facebook and Google are not money machines that you can predictably put a dollar into get a dollar back at ANY scale of budget.

I call increasing your ad budget vertical scaling.

It’s usually the only type of “scaling” that media buyers use… but I feel it’s the least predictable.

Of course, I still increase the budget of campaigns that are working, but I also scale media by horizontal scaling, which involves showing your ad(s) to more people in your market in different ways. Such as:

Testing new ad copy variations or “hooks
Introducing new offers and selling systems
Scaling out to other people in your target market via new targeting

If you think of your target market like a pond of fish…

…and you’re only using one hook, one selling system, and one way of targeting, then you’re only resonating with a small, small part of your market… like this:

You can scale “horizontally” and achieve greater volume of results by…

Testing New Hooks For Your Ad Copy: Maybe the ad that’s working for you addresses a pain point your market is experiencing. Try new copy variations that speak to feelings, status, or tell a story. These variations will attract different TYPES of people in your market.
Creating New Funnels And Entry Point Offers: At DigitalMarketer, we have different Lead Magnets, from the Facebook Ad Templates to Blog Post Templates. These different offers allow me to scale my customer acquisition efforts because they cover different topics that will resonate with certain parts of our audience. They’re also different “styles” of funnels. For example, a Lead Magnet PDF download versus a video course—these appeal to different types of people based off of how they like to learn. New funnels give you more ammunition for traffic, so you can “gobble up” as much of the market as possible.
Finding New Targeting Options: Whenever I find an audience that’s working, I always try to find more audiences that are most like that one for scale. This could include creating lookalike audiences on Facebook or finding more interests similar to the ones that are working. Scaling horizontally means showing your ad to new people who you aren’t already targeting.

Just to recap, there’s nothing wrong with vertical scaling and increasing your budget to get more results.

But this shouldn’t be the only scaling you do. Focus on horizontal scaling to really see a huge growth in your business next year.

2. Change the Way You Describe and Research Your Target Marke

When asked, most marketers or business owners would describe their audience as….

Women who live in Manhattan
Teens between 16–18
Young professionals making $40,000–$49,999 annually

…and so on.

As humans, we are taught to describe people by generic demographic information… age, gender, income, etc.

As marketers, we have access to WAY too much data to be that generic in 2018.

Instead, describe your avatar based on their INTERESTS and INTENT.

For example…

Interested in canning peaches
Read Rich Dad, Poor Dad
Needs a new car
Wants straight teeth
Attended SXSW
Is the Director of Marketing at a tech company
Fan of David Bowie

Really get into the mind of your avatar. What do they read? What do they buy? Who is this person… way beyond any generic demographic information?

This will allow you to be very specific in your targeting…

To target people who are AVID in your market via what they’re interested in on Facebook.

To target people who are searching Google about a specific problem they’re experiencing that you happen to solve.

It’s also important to think of triggering events that may lead someone to the purchase of your product, especially if you’re selling more of a commodity. Triggering events are things like:

Job change
Birth of child
Major system/utility failure (AC in Summer or CRM for business)

Triggering events create windows of opportunity where your prospect is far more likely to act. Triggering events can help you decide on your targeting within an ad platform.

Let’s say, for example, we were selling suits…

What are triggering events that could lead someone to buy a suit?

Entering the workforce
Young professionals who need a new wardrobe
20–30 somethings who are in “wedding” seasons
Promotion to a new job that requires more business travel

The most important part of targeting your audience on a platform is to really understand them as a person.

Research your market…

Go to events they attend
Read online forums where they’re having conversations
Read Amazon reviews of products in your market

Get into the mind of your consumer and you will never have trouble with targeting again.

3. Put More Thought into Your Creatives

I believe that now, and especially as we go into 2018, the look and feel of the images or videos you use in your advertising are more important than ever.

Your ad creative should act in 2 ways…

As a visual representation of your hook, whatever message you’re wanting to portray to the end user
A trust-building mechanism with your brand

Consumers expect things on the internet to look high end in 2018.

Invest in graphics and videos that look as good as you know your brand and product are. But, also make sure you’re putting thought into your creatives and that you aren’t using irrelevant images like cats or women to catch someone’s attention.

The goal of your ad is more than to catch someone’s attention. It’s to catch the right person’s attention, portray a message to them, and then, if it’s relevant to the end user, they will take action.

Here are great examples of ads who’s creative really reflect the message:

What message are you trying to get across in your ad? How can you create a visual representation of that message?

It’s more important than ever!

(RELATED: [DOWNLOAD] Use This 6-Point Facebook Ad Design Checklist Before Launching Your Next Campaign (…and draw inspiration from 20 critiqued ads!))

4. Realize That Nothing Ever Really Changes but the Medium

The biggest lesson I’ve learned over the past 4 years is that nothing really ever changes about marketing except the medium.

Quit chasing shiny objects!

Study and practice to become a darn good marketer. You will transcend the passing of time.

I love this quote from Roy H. Williams on this subject…

“Five minutes in an old book quickly reveals that most of what is being sold today as new insights into human behavior is merely the rediscovery of knowledge we have had for centuries.”

We are standing on the shoulders of giants who have been marketing to humans for hundreds of years… we just have new technology and mediums to deliver our marketing through.

On the same hand, you must keep up with the new mediums.

What will be the “next big traffic source?”

Wherever the most people are aggregated. If a platform has a ton of users and has a way to collect data on said users, it becomes a gold mine for marketers.

That’s why Facebook messenger marketing is the future of advertising.

(RELATED: Facebook Messenger Ads: How to Use Them in Your Business)

With over 2+ billion active monthly users and a ton of data from the Facebook platform, Messenger will become an even more important traffic and acquisition source for brands.

But, never forget, we are always selling to humans.

Craft an appealing offer, articulate the benefits (in different ways, to appeal to different types of humans), put those messages in front of the right people, and you will win in 2018!

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

Don’t stop there!
Read Our 7 Lessons Learned from Running 440 Facebook Ad Campaigns in 2016
1. Link Ad to Lead Magnet #1

As you can see from last year’s list of best-performing campaigns (specifically #8 & #9 below), campaigns to Lead Magnets work really, really well for us.

They’re the bread and butter of our business. They’re the way we build our email list. They’re the way we acquire customers.

Website conversion campaigns that optimize for lead generation accounted for 50% of our media spend in 2016.

We’ve found that in one year’s time, we really only need two great Lead Magnet campaigns to grow the business at a rapid rate.

In May of this year, we spent a ton of time creating brand new campaigns for our Facebook Ad Template Lead Magnet using the Ad Grid strategy.

After running a ton of tests, this was the winner.

This ad works for many reasons. As we teach in the Ad Grid, the image really portrays the marketing message.

Not only does the image stand out in the newsfeed, it’s also RELEVANT. We’re really playing off of the word “library” and the design elements help the prospect conceptualize the meaning of the ad quickly.

The copy makes the resource feel like something you can’t pass up. Anyone interested in traffic loves swipe files and seeing what’s worked for others (that’s why you’re reading this post), so that’s why we lead with the line about compiling our highest performing ads.

By saying that these ads have generated 400,000 leads and millions in revenue, we’re really layering on the proof and authority.

The call-to-action (CTA) is subtle yet enticing. Instead of telling prospects to “click here,” we’re using language that helps them visualize themselves actually using the resource by encouraging them to “scroll through” the library and “get inspiration for your very own ads.”

This campaign alone produced 83,285 leads at $3.26 a piece. 

2. Link ad to Lead Magnet #2

As I said above, website conversion campaigns that optimize for lead generation accounted for 50% of our media spend in 2016.

Our second best lead generation campaign promoted our Customer Avatar Worksheet using the Ad Grid strategy.

After running a ton of tests, this was the winner.

This ad resembles the iconic Brady Bunch image. Anytime you can replicate something that’s worked in pop culture (without violating copyright) absolutely do so. No need to start from scratch.

(We also tried a version of the Guess Who? game but it didn’t convert as well):

The Brady Bunch-like campaign worked for a multitude of reasons. First off, the ad image is very eye catching and again portrays the marketing message. We used different people in the image to play on the word “customer.”

The first line of copy is educational—which is working better and better now that Facebook’s relevance score is so important to the platform. This line of copy also highlights the importance of defining your customer avatar, which makes downloading this Lead Magnet feel even more essential.

Like the last ad, the CTA is subtle (not using “click here”) yet powerful for the user. They imagine themselves actually using the worksheet to gain clarity on who they’re marketing to.

This campaign alone produced 33,062 leads in the last 3 months. 

3. Lead Ad for Sales Team

In 2016, we had a lot of success with lead ads.

In 2015 (right after lead ads were released), I wrote a blog post about lead ads and how they weren’t performing as well as website conversion campaigns. 

I did note that lead ads would be effective if used in certain situations.

The issue with lead ads is that once a user submits their information, they’re not forced to visit your site. So, if you’re running a traditional acquisition funnel, you would have trouble generating those immediate sales needed to offset traffic costs.

But, if you’re in a situation where you JUST need someone’s contact information—lead ads are awesome.

In 2016, we built our very first sales team here at DigitalMarketer. This meant that we needed to alter our traffic strategy a bit.

Instead of needing to make all of our sales online, a chunk of our sales started happening via 1v1 conversations on the phone, email, Facebook Messenger, etc.

Lead ads allowed us to generate high-quality leads for our sales team.

This particular campaign is called “The Modern Marketing Growth Plan.” Prospects see this ad in their newsfeed:

Upon clicking, the form appears (pre-populated!):

As soon as someone submits their information, the sales team is notified and this person is contacted. If they’re qualified (have a big enough team) the prospect is asked to schedule a time for a consultative call to help structure their marketing team.

If they aren’t qualified, they are sent to a web page to download the plan and then have the opportunity to purchase HQ online.

Lead ads have been very effective for driving leads to our sales team. If you have a need to acquire contact information with no expectation of purchase on the following page, definitely give these a shot.

4. Link Ad to 6-Week Class

One of our best campaigns of 2016 involved getting people to sign up for our free, 6-week class called Double Your Sales.

We ran traffic to this offer in 2015 with a lot of success. But, in 2016, we made a simple tweak to the copy that decreased our lead cost by 30%.

Here’s the ad we ran in 2015:

And here’s the ad we ran in 2016:

The ads are almost identical with only a few tweaks to the copy.

Can you see what is different?

The second ad (the high performer) spoke directly to the prospect. It CHALLENGED them to double their business in 6 weeks… it even asked them if they were UP for it!

The first ad was all about US! It’s okay to use “we” or “I” in ads, especially when establishing credibility, but if you can find a way to make your ads about the prospect, and especially if you can find a way to challenge or get them excited, you will see higher conversion rates.

If you want to learn how we structured this campaign, read this post.

We were able to decrease lead cost in this campaign by 30% in 2016 vs. 2015. 

5. Retargeting (Scarcity) Ads for an Event

So, this was a pretty fun campaign to create and execute.

The purpose of this campaign was to retarget people who had visited the Traffic & Conversion Summit website but who hadn’t purchased a ticket.

There are a few price points for the event and the price increases as time passes.

About 3 weeks before the price was increased from $995 to $1495 we started running this ad:

A week before the price increased we switched to this ad and ramped up the budget:

This worked really, really, really well!!

I believe there are a few reasons for this.

First off, scarcity is always your friend as a marketer. Psychologically, people will buy things because they realize in the future they may no longer be available.

With a live event, you have real scarcity. There are only so many seats to sell and the price will increase by $500 on a certain date. If you don’t buy before that date, you will pay more later. Plain and simple.

I also believe this worked because it plays off of “fear” that everyone with an iPhone already has. Especially if you have an emotional attachment to technology, the red battery icon on your phone can literally initiate fearful emotions.

Now, I’m not saying we were trying to ruin anyone’s day—but, again aligning your hook/image with something that people are familiar with in a culture works well. They already know what the image means. You don’t have to explain it.

If you want to learn more about using paid traffic to sell tickets to events, read this post.

This campaign had a 240% ROI. 

6. Facebook Messenger Campaign

Facebook released Messenger ads in 2016. In short, we’re really excited about this.

“Messenger” is now a destination for Facebook ads. So, instead of sending traffic to your website, you can tell Facebook that you actually want your ad to open in a Facebook message.

This allows you to have 1v1 conversations with prospects and customers.

Then, once someone has messaged your page, Facebook and other tools (like allow you to send broadcast messages to the list of people who have messaged your page.

We are seeing open rates as high as 90% for those broadcasts. It’s nuts.

The goal of our first Facebook messenger campaign was to generate conversations for our sales team (with the hope that the conversations would lead to sales).

We targeted our email subscribers and asked if they had questions about our product and how we could help them:

2 members of our sales team were there to field questions and help people decide which DigitalMarketer product would be best for their business.

We were able to generate 300 conversations for only $800. We saw a 500% ROI on our first messenger campaign.

This worked well because the questions posed in the ad were relevant to the audience.

Since these people are on our email list, they know who we are. They probably even know what we sell. Asking if they had questions about how we could double their business or if they had questions about our products just makes sense.

If we ran this same ad to cold traffic it may not have done so well.


If you’ve never heard of DigitalMarketer, you wouldn’t know what products we sell, or it’s possible that you don’t own or have the immediate need of doubling a business.

The key to Messenger moving forward is to use it to pull levers that will make the biggest difference in your business, especially if you don’t have a lot of human capital to actually man the chat.

Retarget people who visited an order for but didn’t buy. Retarget your best people to see if you can move them further down your Customer Journey. Use this opportunity to try and overcome any barriers to the sale.

This is a HUGE win for 2016, and we’re currently running a ton of Messenger tests that we will share with you guys later.

7. Blog Post to Cold Traffic

Last, but not least, I wanted to share our best Facebook campaign to cold traffic. The purpose of this campaign was to get people who had never heard of us before to consume our content.

This allows us to build credibility, pixel visitors (so that we can retarget them later), and to give value first.

This post was one of the top 6 most visited on our blog for 2016…

We ran this campaign to digital marketing professionals. People who work or want to work for others in the field of marketing.

One reason this ad worked so well is because of the copy. The opening line really grabs this audience’s attention with, “want the secret to future-proofing your career?”

What professional doesn’t!?

The copy leads the reader to realize how important marketing skills are to the career of your dreams.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

But don’t stop there!
Check Out the 7 Lessons We Learned in 2015…
1. Newsfeed Ad to a Lead Magnet #1

Ah, The Ultimate Social Media Swipe File… our highest performing Lead Magnet of all time. It also happens to be the first Lead Magnet we ever ran to cold media here at DigitalMarketer.

You’ll notice that The Ultimate Social Media Swipe File made it onto this list last year (#9 below) which is a testament to having a good offer. Once you create a solid Lead Magnet, it can benefit you for (literally) many years to come.

The Ultimate Social Media Swipe File campaign from 2014 finally tired out.

This was the 2014 version of this ad…

But, we knew this offer still had life.

In July of 2015, we created completely new ad campaigns for the offer.

Here is the highest performing ad from those campaigns…

You’ll notice we refreshed the copy and images.

We wanted to scale this offer to an even broader market than before, so we went with the newspaper theme because someone outside of “online marketing” would still understand a “headline” in reference to a newspaper.

We tested these images with color variations and the black and white outperformed all the rest.

The copy works for a few reasons…

We lead with a CTA to “copy and paste.” Using the words copy and paste also express the ease of using these headlines
“72” creates specificity and shows the abundance of headlines they’ll receive
“Get more clicks” speaks to the end result of using the headlines
“Facebook, Twitter, and your own blog” helps to explain the application of the headlines so that the end user doesn’t have to even wonder WHERE they would use these headlines

In 2014, The Ultimate Social Swipe Campaign produced 33,000+ leads for the business. At that time, it was our highest performing advertising campaign to date.

In 2015, our new ad campaigns for this offer (went live July 21st, 2015) has generated 72,033 leads in 2015 alone. (That’s more than double last year)!

2. Newsfeed Ad to Lead Magnet #2

The second ad on our list for 2015 is for our 60 Second Blog Plan Lead Magnet.

This Lead Magnet appeals to bloggers and content marketers.

Notice the ENGAGEMENT on this ad! When you have high positive engagement on an ad (likes, shares, comments) it helps increase your Facebook relevance score. When your relevance score is high, you pay less and your ad is more likely to be shown to your target audience.

Why was this ad successful?

We really, really thought about our target market here.

The ad image looks like the WordPress admin panel, which would immediately appeal to most content marketers. This is what we used to catch their eye. We also tied the “60-second” aspect of the offer into the image with the clock.

A major pain point for content marketers is having the TIME to create all of the content needed. We really played on that “hook” with this ad.

In terms of the copy, this worked because we used language like…

“YOU can create a Blog Content Plan.”
“60 seconds or less by filling in these 5 simple blanks” was used to highlight the speed and simplicity.
“YES, IT’S REALLY THAT SIMPLE” was added to help overcome any objections and add some brand voice to the piece.

This ad campaign produced 68,830 leads for DigitalMarketer in 2015.

3. Retargeting with a Video Ad

Facebook added video ads to their platform in 2015… and what a blessing they’ve been.

There’s so much more that can be said in a video ad than in an image, and if used correctly video ads can not only work to cold traffic but also for retargeting.

The beauty of Facebook videos ads is that you can now create website custom audiences of people who watch the video and retarget them with other ad campaigns (perfect for cold traffic).

You can also use video ads to retarget people who have visited your site or visited certain pages on your site.

That’s exactly what we did with the ad above.

We hold an annual event called Traffic & Conversion Summit. The above ad was used to retarget people who had visited the sales page to buy tickets but didn’t actually buy.

Ryan Deiss (our Co-Founder and CEO) shot a quick video that said something like this…

“Hey there (arms waving), before you go, if you’re watching me right now it’s because you’ve heard of Traffic & Conversion Summit — XX discount is about to end, if this video is here then the offer is still active, BUT — you have to get it now!”

There was incredible ad scent here because the sales page for the event features a video of Ryan.

So, we thought that seeing a retargeting ad with Ryan speaking to them again would definitely make them stop in their newsfeed.

We were right.

This campaign had a 3,858% ROI!

The best part? It only took 20 minutes to shoot the video, upload it, and set up this retargeting ad.

This was VERY low hanging fruit… retargeting is simple to set up and you’re leaving a lot of money on the table if you aren’t following up with your prospects and customers.

4. Newsfeed Ad to Blog Content

This ad was to cold traffic (people who were not connected to DigitalMarketer in any way).

We sent traffic to a blog post first to introduce ourselves to the audience, give value first, and to “pixel” people who clicked so we could retarget them with a relevant offer.

The copy for this ad is lengthy… which we recommend for any ads you’re using to send traffic to content.

It shows the end user that you’re going to provide value. Because they’ve never heard of you before, you need to really explain yourself and give them a reason to click.

You’re investing money INTO the relationship bank with your prospects by giving them value first BEFORE asking them to give you their contact information or buy something.

Revealing the formula in the ad copy creates curiosity to get people to click.

We use the verbage “Your business” to qualify the audience. We want people who own businesses to click.

The promise of the ad is incredible… we will teach you 4 ways to double your sales. This ad shows that a good promise/offer can even outweigh a mediocre message or image.

This ad generated 50,000 clicks to the blog post in order to prime the pump for this next ad…

5. Retargeting with a Newsfeed Ad to a Mini-Class

This ad campaign was used to generate leads for Double Your Sales, a free training course we released this year in partnership with Infusionsoft.

Double Your Sales isn’t your typical “Lead Magnet.” It’s a 6-week mini-class that takes dedication and time… it is not easily consumable.

That’s why this ad looks a bit different than our normal “Lead Magnet” ad.

Notice how long the copy is. We tested 3 variations of copy for this ad campaign (one was very short) and the long copy outperformed the others every time.

Why? Because this course is more of a commitment, we really have to sell someone with the ad copy.

We not only use the promise of teaching them 6 ways to double their business, we also give specifics as to what they’ll learn each week.

The image is super engaging and plays off of the message of there being 6 ways to double your business… and the finger pressing the button makes you want to ACT and actually click the ad.

This ad campaign has produced over 20,000 leads for DigitalMarketer in 2015.

6.  Carousel Ad to Blog Content

Ah, carousel ads! Another new ad type that Facebook rolled out in 2015.

When scrolling through the newsfeed, you actually see the first image with an arrow pointing to the right that you can click on to scroll through the ad.

Carousel ads are awesome. Not only do they stand out in the newsfeed, they’re great for a couple reasons…

You can use each square to talk about a different benefit of a specific offer (all of them clicking over to the same page)
You could also use them to highlight different testimonials for your business or product and retarget people who visited your sales page but didn’t buy

In this case, we used the ad carousel ad type to promote 4 different blog posts (each square goes to a different URL).

This is the first panel…

… and this is the second panel that someone sees if they click the arrow to move the carousel…

… and the third…

… the fourth…

… and the fifth…

We ran this ad to cold traffic and allowed people to select which topic they were most interested in.

The best part of this is that because of retargeting, we were able to follow up with these people with offers that were most specific to the blog post they clicked over to.

If they clicked on the blog post about Facebook ads… we retargeted them with an ad for our Lead Magnet about Facebook ads. If they clicked on the blog post about email marketing, we retargeted them with an ad for our Lead Magnet about… you guessed it… email marketing.

This ad sent 15,000+ clicks to various blog posts.

7. Newsfeed Ad to Perpetual Product Launch

This ad sends traffic to a perpetual launch for our email marketing product called The Machine.

Last year, our ad for this product targeted people who already knew the benefit of an email list or those who had an email list.

We wanted to broaden the marketing message to take this product to a different audience. So, we developed a new campaign.

The message of the 2015 campaign boils down to…

 “the average adult receives 147 emails a day”

…and called out to business owners by asking them how they were going to stand out in the inbox.

Here’s the ad…

This new messaging was all about broadening the marketing message and it WORKED. We also use a quote (that reads like a story) in the newsfeed description that stops dead in the middle and creates curiosity.

“We can help” makes them feel like they are apart of something bigger.

The ad image appeals to most people because everyone knows what that blue email icon means and sees it daily… and having almost 5k emails in your box would stress most people out. The image is eye-catching and speaks to a pain point.

This campaign has put more than 20,000 people into a perpetual launch for our product, The Machine, and is consistently running at 80%+ ROI positive.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

But don’t stop there!
Check Out the 7 Facebook Ad Lessons We Learned in 2014…
1. Newsfeed Ad to Lead Magnet #1

This ad is for our 212 Blog Post Ideas Lead Magnet.

This is 1 of our all-time best ads. It’s generated over 30,000 leads for under $2.06 a piece.

(Want to learn our optimization strategy for generating those 30,000 leads? Click here.)

Why does it work?

The Image: The image features a person (and although this is Ryan Deiss, we ran the ad to a TON of audiences who have no idea who he is).

The person is looking at you. That’s eye-catching. Any ad where a person is applicable, we suggest using them in your image. Either make sure the person is looking forward or looking towards a part of the image you want them to pay attention to.

Also, the chalk on the chalkboard is unique—we found the chalkboard on Dreamstime and photoshopped the “212 Blog Post Ideas” on there.

The Copy: “Writer’s block? Boost your content with these 212 blog post ideas, applicable to any niche.”

This ad is speaking to people who blog. With the copy, we wanted to speak to a pain point—writer’s block.

We then gave them a benefit for clicking with the “Boost your content with these 212 blog post ideas.”

Lastly, we overcame the objection that these ideas may not work for them by adding “applicable to any niche.”

2. Newsfeed Ad to Lead Magnet #2

This ad is for our Social Media Headline Swipe file. It’s the biggest ad campaign we’ve ever run on Facebook. It’s a similar ad and funnel (designed to put people into our DM Lab continuity program) to the 212 Blog Post Ideas that I covered above.

This ad has generated over 33,000 leads for an average of $1.70 a piece.

Why does it work?

The Image: This image is distinctive. From the mouse patterns in the background to the contrasting colors, it makes you want to look. It also makes you want to look without being overly obnoxious.

That’s what’s important about this image. Gone are the days of running ads with obnoxiously loud colors and arrows just for the sake of grabbing someone’s attention.

That screams, “I’m going to ask you for money if you click here!” Not that standing out isn’t still important, but—make sure your ad makes sense from a design standpoint. You can hire someone on Fiverr or oDesk or create an ad using Canva.

The Copy: “Want more clicks from your Social Media posts? Download our 72 headline swipe file.”

This ad is speaking to people who are social media managers or are interested in social media. With the copy, we wanted to speak to a pain point—no one is clicking on my posts!

We then gave them a solution… “Download our 72 headline swipe file.”

If I were to optimize this further, I would have added “applicable to any niche” as you saw in the 212 blog post ideas.

“Steal Our Swipe File” was important copy to have on the image. Telling someone to steal from you is certainly an interruption as they scroll down their newsfeed.

3. Newsfeed Ad to High-Ticket Product Lead Generation

This ad generated leads for a launch of our product called The Machine. We were giving away our email marketing game plan in exchange for email addresses.

This ad generated 7,422 conversions at $1.54 per lead.

Why does it work?

The Image: After looking at demographics for the audience of website visitors that had already hit this product’s website, I noticed that over 90% of visitors were male.

It was also late summer/early fall and football season was starting. In order to tie in with the “game plan” aspect of the offer, we went with a football field.

Tying in a theme that would relate to your target audience is a great way to relate.

The image’s color (yet still not obnoxious, see my comments on the previous ad) and the football field/formation makes you STOP, it also ties perfectly with the offer being a “game plan.”

We wanted to make sure email marketing was still tied into the theme of the image, and that’s why the “Email Marketing Game Plan” copy is on the field along with the red envelope.

The Copy: “Do you have a game plan for your Email Marketing? Don’t hit the field without one…”

This ad ran to people who were interested in email marketers, mostly males. Again, as most of our successful ads do, the copy began with a question.

This copy appeals to someone’s urge to have a plan and to be prepared.

Also, even if you do have a plan for your email marketing, you can always improve upon it…

4. Newsfeed Ad to Lead Magnet #3

This ad is part of a bigger campaign for our Gain, Logic, Fear email template campaign. We’re giving away a 3-part email series that users can copy and paste into their email service provider in exchange for their email address.

This ad has generated 4,441 leads for $1.90 a piece.

Why does it work?

The Image: What makes this ad so successful is the strategy behind it, not necessarily the image.

This image goes against the statement I made in ad #2 that people are catching on to the obnoxious colors and arrows that scream “BUY SOMETHING FROM ME”! If I were to do this over, I’d still use the text/word document screenshot but have a designer make it look more professional.

(2015 Update: As you can see in our most recent ads, we have moved WAY beyond this type of image in our ads, but this strategy still works. Just be careful that you aren’t calling out to the audience about something that is against Facebook’s ad policy such as identifying the person by name or mentioning a disease they might have. )

It shows them EXACTLY what they’re going to get and how easy it really will be to just copy and paste these templates.

But like I said, the strategy was the most important part of this campaign…

The Copy: This campaign had multiple ad sets that targeted different email service providers via interest targeting… MailChimp, Aweber, ConstantContact, Infusionsoft, Getresponse, etc.

Each ad set had different ad copy. This example shows the ad copy for GetResponse.

“Use GetResponse? Copy and paste this FREE email series into your account today.”

Replace “Use________?” with the email service provider I was targeting in each ad set and that was the copy for each of these ads…

The copy was VERY targeted and specific.

The “Copy & paste this FREE email series into your account today.” made people think:

The email series was specific to their service provider so why wouldn’t they use it
The email series is FREE, you’re not going to be asked to buy something on the landing page
This is something I can USE today… I don’t have to wait to implement or learn something and then do it. I can simply copy and paste…

Think of a way you could apply this tactic to your ads. How can I take this 1 Lead Magnet or offer and slightly alter the targeting and copy to become even more specific?

5. Retargeting Ad to a High-Dollar Product

If you’re ever selling something that is timely, that won’t always be available, you HAVE to run an ad like the 1 above.

We ran this ad to everyone who had hit The Machine website or opted in during the pre-launch of that product.

Once we were about to close registration for the class, we ran this ad for 72 hours. Boy, do people jump for things that they think are going to be gone soon…

We spent $3,196.15 on this ad and saw $211,682 in return.

That’s the most profitable 3-day ad we’ve ever run.

There isn’t much to discuss in terms of image or copy for this ad other than the ad maintained the same design/feel that we had used to introduce them to The Machine (the football field ad for example). Also, the ad was eye-catching (of course) and would have stopped them in their tracks while scrolling through Facebook.

The most important take away from this ad is the scarcity.

“The Machine is Closing! Don’t miss out…” and “We’re Closing it Down.”

6. Retargeting Ad to a Low-Dollar Product

Look familiar? This is a retargeting ad for the funnel I introduced in ad #1 above.

This ad runs to people who opt in for the 212 Blog Post Ideas Lead Magnet but don’t take us up on our $7 Tripwire offer for our 1,000 Blog Subscribers execution plan.

Why does it work?

The Image: You’ll notice that the ads are VERY SIMILAR. You want to catch their attention by showing them something that they’re familiar with, but create a bit of variation so they don’t think it’s the same ad.

You’ll also notice that second ad says “1,000 Blog Subscribers”—this is because the Tripwire teaches you how to get your first 1,000 blog subscribers.

The Copy: The most important thing to keep in mind is the copy. We use “Did life get in the way? You forgot to take advantage of this deal?.”

This is the SAME COPY we use for EVERY retargeting ad. It saves you from writing a ton of copy and it is always applicable.

It also assumes that they didn’t say “NO” the first time and there is an important psychological principle at play here.

The words “Did life get in the way?” and “You forgot…” give the prospect a reason to reconsider the offer. Because if they said “NO” to the offer—you’re asking the prospect to admit they were wrong the first time—and that isn’t easy. With this ad, we assume they didn’t have their credit card last time, their children distracted them, they went to dinner and forgot, etc.

Here’s another example of a retargeting ad, this one retargets people who opted in for the Social Swipe File (ad #2 in this blog post) but didn’t purchase the Tripwire from that funnel:

To learn more about how we dynamically retarget throughout our funnels using Facebook Website Custom Audiences, click here.

7. Facebook Offer Ad to High-Ticket Event

This is a Facebook offer. Facebook offers are a certain kind of ad for discounts, flash sales, etc. They appear differently in the news feed with a “Get Offer” Button in the bottom right-hand corner of the ad.

When they click the process is different, too. There’s a pop up that thanks them for claiming the offer, and then they’re given the link to claim the offer and it’s ALSO emailed to them!

The link that we use for the offer is always to a landing page.

For example, the ad above was 82% off tickets to T&C.

Why does it work?

Facebook offers are shared a ton and receive awesome organic reach because people want to share deals with their friends. Also, the email touch point is BIG.

The Image: This image shows a highly engaged conference. It catches people’s attention and shows them that Traffic & Conversion Summit isn’t a bore-fest.

The Copy: The copy displays the benefit… 82% off the event and also establishes credibility by says that Traffic & Conversion was recommended by Forbes, a credible source.

When used appropriately, offers are powerful Facebook advertisements.

Remember, advertising is all about placing the right message in front of the right audience.

(NOTE: Want the Ultimate Facebook Ad Template Library? Copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get them here.)

The post Facebook Ad Lessons I Learned That Will Help You Run Better Ad Campaigns in 2019 appeared first on DigitalMarketer.


This Simple Facebook Ad Trick Gets More Leads & Customers In 5-10 Minutes Flat

sourced from:

Do you already have a couple Facebook ad campaigns running?

Would you be interested in a tip that will help maximize your results?

(And not just on Facebook, but with any traffic network?)

Then you’re in luck.

Because in this post you’re going to learn a simple Facebook ad trick that will free the untapped profits that are hiding in your ad campaigns. It’s easy to do, but don’t let that fool you—it’s a powerful tip to help convert more of those near-sales into new sales.

How It Works

Before we dive into the specifics, let me use a simple metaphor to help you understand how this tip works.

Think of your sales funnel as a series of steps. Together, they make a staircase.

In order to reach the top of the stairs (aka make a purchase), your customers have to take each step, one at a time, in the correct order.

At each step in this process, you’re bound to lose people. Perhaps only 40% of the people who reach step A make it to step B. Maybe 60% of those people reach step C. And only 10% of those people reach step D. And so on.

If you’re a regular DigitalMarketer reader, you already know the way to squeeze more profit from this funnel (and get more leads, customers, and sales). You just need to find the steps where the most people are getting stuck and come up with solutions to help them get unstuck.

But that begs the question:

How do you do that? How do you get back in front of those “stuck” people and get them moving through your sales funnel once again?

The answer, in a nutshell, is remarketing.

What Is Remarketing?

Just because someone didn’t take the next step in your sales funnel doesn’t mean they don’t WANT to.

If you’ve been following us long here on DigitalMarketer, you’ve probably heard quite a bit about remarketing. But you may still have a few questions about how it works.

Basically, remarketing allows you to keep track of the people who visit your website. Then it gives you the power to follow them around on the web and show them relevant ads and offers that have to do with what they viewed on your site.

Here’s an example of remarketing at work:

See those 2 ads highlighted in red?

The reason I’m seeing these 2 ads on Entrepreneur’s website is because I recently visited both of these websites. As a result, they know there’s a good chance that I’m interested in their service and so they’re willing to pay to show these ads to me.

Now those ads are being shown on a 3rd-party website through an ad platform such as Google Adwords. But you can also do remarketing on Facebook, Instagram—just about any traffic network out there.

Here’s an example of one of DigitalMarketer’s remarketing ads on Facebook:

The awesome thing about using Facebook for your remarketing is that it’s relatively simple to set up. There’s no extra software to install or learn. If you have the Facebook pixel installed, then you already have everything you need to keep track of what people do on your website.

And once you know what people have done on your website, it’s not that hard to figure out what kind of relevant offer makes the most sense to promote to them.

Keep this in mind:

Just because someone didn’t take the next step in your sales funnel doesn’t mean they don’t WANT to. Or that they wouldn’t take the next step if they had another opportunity.

There’s a good chance that life simply got in the way: they got busy, their phone ran out of battery, something distracted them.

And when that kind of thing happens, the best thing you can do to help move people along through your sales funnel is to give them a gentle reminder.

That’s exactly what remarketing does, and that’s why it’s such a powerful way to improve your advertising.

In fact, let’s talk about that for a second.

Just how important is remarketing, anyway?

Why Remarketing is More Important Than Ever

In the early days of digital marketing, there was no such thing as remarketing. But today it’s a vital part of any successful ad campaign.

And it’s only becoming more and more important over time.

Why? Because traffic campaigns are getting crowded. And all that competition is leading to increased prices.

Over the past 2 years, the average cost per customer rose by roughly 40% at DigitalMarketer. All as a result of increased traffic costs (primarily on Facebook).

Yes, you read that right—40%. That’s a big increase. A 40% increase in the cost of customer acquisition could mean the difference between a company that’s profitable and one that’s not.

Fortunately, there are ways to offset these rising costs. And remarketing is one of those ways.

Through the strategic use of remarketing, we’ve been able to increase our conversion rates by 2-4% overall on any given page. So a page that converts at 8% without remarketing can convert at 10-12% with it.

That’s huge!

And remarketing is especially powerful on Facebook. Historically, the cost for remarketing ads on FB is way cheaper than the cost for clicks to cold traffic. Cheaper clicks + warm traffic = high ROI campaigns and more customers flowing into your business.

I would go so far as to say that remarketing is the best way to quickly get a measurable improvement on your conversion rates and your overall advertising performance.


(And that’s a big… well… let’s just say Sir Mix-a-Lot would like that “but.”)

Remarketing is like a can of worms.

Once you open it up, you realize that you can use remarketing just about anywhere!

And in order to enjoy the benefits of remarketing, you have to be able to figure out WHERE to remarket for the best results.

So how do you do that? How can you figure out—quickly, simply, and easily—where to focus your remarketing efforts?

That’s what you’re about to learn in the rest of this post.

How to Find The Best Place To Do Remarketing

When deciding where to do remarketing, it all comes down to one thing:


When deciding where to do remarketing, it all comes down to one thing: Opportunity.

You want to focus your remarketing on the steps in your sales funnel with the most opportunity. If 300 people are stuck on step C in your funnel, and 2,000 are stuck on step D, doesn’t it stand to reason that step D has more potential than step C?

Because more opportunity = more leads, sales, and revenue.

And when it comes to measuring this opportunity, there are 2 ways you can do it:

1. Measuring Opportunity with Google Analytics

One way to measure potential is by using Google Analytics (GA). Google Analytics is really powerful. You can use it to do super deep-dives and get really detailed in your analysis.

But the downside to GA is that it’s slower, manual, and requires more math. It also requires quite a bit of learning if you’re not already an advanced user.

So yes, GA is a great tool. But for most people reading this, it’s probably not the best way to get started. Instead, I recommend…

2. Measuring Opportunity with Traffic Platforms

What you can do instead is measure opportunity using the remarketing lists that are already built into your favorite traffic platforms. That’s what I’m going to show you how to do in this blog post.

Your traffic platform’s remarketing lists are flexible and auto-updating. They’re a great way to get quick insights to help you make smart marketing decisions.

I’m going to show you how to do this using Facebook remarketing audiences, but don’t think you have to use Facebook for this. You can take the same principles you’re about to learn and apply them to Adwords or any other traffic platform you want.

(NOTE: Want to make creating Facebook ads way easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Learn more here!)

The “Secret Sauce” to This Method

OK, if you’ve been following along then you know that you’re about to learn how to find the best place in your sales funnel to do remarketing.

And you’re going to learn how to do it quickly and easily using your ad network’s built-in remarketing lists.

But in order to make this method work, there are 2 things you’re going to want to do. These 2 things are the secret sauces that make this method really work.

Exclusion Model

In order for these remarketing lists to work, you need 2 pieces of information for each step of the funnel:

The URL of the last page in your funnel that the person reached
The URL of the next page in the funnel (the page they didn’t reach)

For example, say you’re creating a list of people who reached your order form but didn’t complete their purchase.

In that case, you know that they reached the page You also know that they did NOT reach the page

So in the language of your ad network, you want to INCLUDE people who reached And you want to EXCLUDE people who reached

This way you’ll be targeting everyone who reached the order form but failed to complete their order.

Make sense?

Here’s an example of what this looks like in Facebook:

Pretty much everybody understands the “Include” half of this equation. But it’s a common mistake for people for forget the “Exclude” part of it. Remember that you need both parts if you want to narrow down your funnel opportunity on a step-by-step basis.

Naming Conventions

When creating these audiences, you’ll have an easier time if you use a consistent naming convention. The naming system I like to use is:

Media – [Funnel Name] – [Stage Letter] – [Stage Description]

When you follow a consistent naming convention like this, it becomes super easy to sort and filter. That way, you can quickly see all the funnels steps you want at a glance.

For example, here are all the stages for our “FB Ad Templates” funnel:

Having all this information right there in the name of the audience also makes it easy to filter them so I see only the audiences I want. For example, if I want to compare all of our paid traffic campaigns, I just filter for the word “Media.” If I want to look at one specific funnel, I filter for the name of the funnel (like “FB Ad Templates”).

I can also compare similar stages across funnels. For example, if I want to compare all of our audiences of people who reached the shopping cart but didn’t make a purchase, I filter for “Cart No Purchase.”

So when you put this all together, you get a screen that looks like this:

Take a look at that for a moment and just think how useful it is. You can see at a glance how many people are stuck at each stage in the funnel.

Want some immediate revenue? Well, there are 3,400 people who abandoned their shopping cart. Remarketing to those people is going to generate some instant sales.

Or maybe you need more leads? You can see right away that 28,000 people reached the Lead Magnet page but didn’t opt-in Remarketing to those people will give us an influx of new leads.

And because I use the same naming convention for all of our funnels, I can do something like this:

Here you see all the people who are stuck at step B in one of our funnels. This view makes it really easy to compare the traffic potential in each of our funnels side-by-side.

Step-by-Step Example

Let me walk you through a quick step-by-step example from one of our funnels at DigitalMarketer. This might be a good time to follow along with one of your own funnels.

First, write down all the URLs of each page in the funnel:

Opt-In Page:

Sales Page:

Shopping Cart:

Upsell 1:

Upsell 2:

Order Confirmation Page:

Next, you want to create a Facebook audience for the people who got stuck at each step of the funnel. To do that, the audience should include everyone who reached a certain URL:

Then, exclude everyone who reached the URL of the next stage of the funnel:

Make sense? If we target everyone who reached the opt-in page, but who didn’t reach the sales page, then we’ll see how many people got “stuck” on that step of the funnel.

Next, I prefer to set the date ranges for 180 days, so we have more data to work with:

And finally, use the naming convention you learned (or come up with your own) to make it easy to compare different funnel steps:

When you complete the process, you’ll end up with something like this. It’s a list of funnel steps that show exactly how many people got stuck at each step in your funnel:

The awesome thing about this view is that all you need to interpret it is a little common sense. You don’t need any sort of special tool or calculator to understand what’s going on here.

Another useful trick is to put this data in a spreadsheet, so you can compare the performance of several different funnels at once.

Here I’ve added the data for 3 of our funnels, so you can see exactly how many people made it to each step in each of them side-by-side:

What sort of actionable information can you take away from this quick and easy chart?

First of all, take a look at the “Perfect Blog Post Templates” funnel. In row 3 (step B) you see that only 4,300 people saw the opt-in page and didn’t opt in. But in the next step, we had 21,000 people who opted in but then didn’t add the product to their cart.

So the Lead Magnet section of this funnel is working great. But the sales page might need a little work.

And if we were going to run a remarketing campaign for this funnel, we wouldn’t run it to opt-in page visitors. Instead, we’d run it for people who viewed the sales page.

OK, now I want you to give it a try. Take a look at the spreadsheet above and answer this question:

If we wanted more immediate sales, where should we run a remarketing campaign? Which funnel, and which step in that funnel?

(I’ll give you a minute to think.)

(Hey, no peeking!)

OK, hopefully, you took a minute to think about that.

If we wanted more immediate sales, the best place to retarget is shopping cart abandoners (step D). So scanning that row, you can quickly see that the Facebook Ad Templates funnel has twice as many cart abandoners as the other funnels. So that’s where I would start with a shopping cart remarketing campaign.

(NOTE: Want to make creating Facebook ads way easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Learn more here!)

4 Advanced Tips + A Disclaimer

You now have a simple process you can use to analyze traffic volume and potential in your sales funnels using Facebook remarketing lists.

But we’re not done yet.

Because with this strategy in place, there are some even more advanced things you can do to help really skyrocket your paid traffic results.

First, however, there’s 1 disclaimer I should make.

Disclaimer: Only Use This for Funnels You Trust

I want to mention a caveat to keep in mind.

You should only use this process on funnels you trust. Funnels that work. That convert well.

You should only use this process on funnels you trust. Funnels that work. That convert well. That you’re comfortable sending paid traffic to.

Think about it for a second. Let’s say you run traffic to a funnel that is losing you money. Maybe the opt-in page and sales page convert really poorly.

If you send a lot of traffic through this funnel, it might show up as a high-opportunity place to do some remarketing. But there’s nothing to be gained from sending traffic to a funnel that doesn’t convert. That’s just throwing good money after bad.

So keep that in mind when going through this process. If your funnel isn’t converting well enough to turn a profit, spend more time optimizing it before you start remarketing heavily.

Facebook Ad Advanced Tip 1: Choosing New Primary Traffic Campaigns

So far, you’ve learned how to use this process to improve the performance of your existing traffic campaigns. But you can also use it to help discover new traffic campaigns that you should be running.

It works along the same lines—by finding content on your website with high opportunity.

Here’s how it works.

First, come up with a list of keywords that come up a lot in your content.

For example, some of our frequent keywords at DigitalMarketer include “Facebook,” “social,” “Adwords,” etc.

Then create a Facebook audience for each of those keywords. And make sure to exclude anybody who has already opted in for any Lead Magnets relevant to those keywords.

For example, at DigitalMarketer we have a Lead Magnet called “The Customer Avatar Worksheet.” It’s a downloadable worksheet that you can use to help define your customer avatar and fine-tune your advertising for the right kinds of people.

But how well are we doing with this Lead Magnet? Are we doing a good job of getting people who are interested in this topic to opt-in for the worksheet? Or do we need to create a new ad campaign targeting these people?

To find out, we would create a custom audience like this:

This creates a list of everyone who has read a blog post with the words avatar, research, or customer, but did not sign up for the Customer Avatar Worksheet.

And we can use the size of that audience to judge how much opportunity there is around this topic. If the audience is really small, then we know it’s not worth going after these people right now. But if it’s a big audience, then maybe it’s time to start targeting it with a new traffic campaign.

Facebook Ad Advanced Tip 2: Tracking the Health of Your Offers/Web Pages

So far, I have been using the longest possible date range (180 days). This is helpful because it gives you the biggest possible audience size. Generally speaking, larger audiences will help make trends more visible.

But if you shrink down the date range to something much more recent, say the past 10 days, you can use it as a sort of health check. Those recent audiences will let you know anytime something breaks.

For instance, let’s say you notice that nobody has made it past your opt-in page over the past week. That’s probably a good indication that something is broken on your site.

This can help you stay on top of technical problems, so you don’t lose business to 404 pages and other website errors.

Facebook Ad Advanced Tip 3: Finding New Hooks for Lead Magnets

You can also use this process to keep your finger on the pulse of what your website visitors are interested in. And by doing that, you can measure when it’s time to create a new Lead Magnet to bring more leads & prospects into your sales funnels.

For example, at this writing, we do not yet have a Lead Magnet that’s geared toward helping people to create a Facebook Messenger chatbot. However, we know that this is a topic that’s growing in popularity. So sooner or later we may want to create one.

One way we can keep our finger on that pulse and measure the popularity of chatbots is by creating a Facebook list of anyone who visited a blog page containing relevant keywords like “chatbot” and “Messenger.”

Here’s what that might look like inside Facebook:

Do this for all the main keywords that come up regularly in your content, and just keep track of the volume. When you notice any of these audiences start to grow in size, you’ll know it’s time to create a new Lead Magnet on that topic.

Facebook Ad Advanced Tip 4: Track Other Traffic Sources in Facebook

Earlier in this post, I mentioned that increasing ad costs are becoming a big problem for many advertisers. This has been especially true on Facebook, where more and more companies start advertising every day. More competition = higher prices.

Luckily, this is an area where remarketing can help cut your costs. Because as I mentioned, retargeting ads on Facebook are historically much cheaper than front-end ads.

So what a lot of marketers are doing is using cheaper traffic networks to drive cold traffic at a lower cost. (Networks like YouTube, Google Display Network, Bing, and so on.) Then they use Facebook to remarket to those people once they’ve entered your funnel.

This way you avoid the high cost for running front-end ads on Facebook. And as a result, you can save significantly on your ad spend without sacrificing performance.

A Great Reference for Developing Remarketing Copy & Hooks

In this post, I’ve shared a process you can use to find the funnel steps with the most opportunity for remarketing.

But simply knowing WHERE to remarket is only half the battle. The next step is actually digging in and creating a high-converting remarketing campaign, complete with eye-catching images, benefit-rich copy, and a compelling call-to-action.

That’s beyond the scope of this blog post, but if you’re interested in a program that helps you do exactly that, I recommend checking out The Boomerang Traffic Plan Execution Plan (EP).

In a lot of ways, this blog post is kind of a primer for that EP.

You now know how to find the parts of your business that have the most potential for remarketing.

And with the Boomerang Traffic EP, you’ll get everything else you need to finish putting together an effective remarketing campaign that brings promising leads back to your website, so they can complete their purchase.

You’ll discover tricks for coming up with good ad creative, get access to copy templates, learn the exact bidding strategy that will maximize your leads while lowering your costs, and much more.

How to Put This Facebook Remarketing Tip into Action

Now that you have a step-by-step process to find the highest-opportunity spots for remarketing in your sales funnel, how should you get started?

Here’s what I recommend.

Start with your biggest funnel. The one that drives the most new sales and customers to your business. And go through the process you just learned, finding the step in that funnel with the biggest opportunity.

And remarket to the people who are getting stuck at that step.

That’s the way to make sure you’re getting the absolute best bang for your remarketing buck.

Then continue to repeat the process for additional funnel steps whenever you can. The process doesn’t take much time, so if you find yourself with an extra 15 minutes, go through it again. Each time you’ll find the next-highest opportunity for remarketing.

Easy, right? Just take it one step at a time, and watch those sales funnels start doing their job and funneling more and more new customers into your business.

(NOTE: Want to make creating Facebook ads way easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Learn more here!)

The post This Simple Facebook Ad Trick Gets More Leads & Customers In 5-10 Minutes Flat appeared first on DigitalMarketer.


47 Facebook Ad Examples That You Can Swipe for Your Business

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Launching a Facebook ad campaign is easy.

Launching a Facebook ad campaign that ROIs, however, is another story.

We’ve all been there… developing your offer, crafting your creative, writing your copy, setting up your targeting, choosing your budget, and hoping for the best.

It can be intimidating to put your hard-earned money into an ad without knowing if it will actually be worth it. Luckily, you’re not alone. According to Statista, over 6 million brands are currently advertising on Facebook, each trying to craft that perfect ad that speaks directly to their audience, in hopes of turning a stranger into a customer.

(RELATED: How to Build Traffic Campaigns that Convert Higher and Scale Faster)

Earlier this year I taught an Elite Workshop on launching a brand-building social media strategy in which I highlighted the importance of analyzing your competitors. One of the exercises that we worked through was diving into the “Info & Ads” section on our competitors’ Facebook pages. You know, the handy dandy tab on Facebook pages that allows you to see all of the active ads a brand has published on their account. To my surprise, many of the entrepreneurs that attended weren’t even aware that this was a feature available to them.

Ever since Facebook rolled out the “Info & Ads” section, shortly after their first big data scandal with Cambridge Analytica, I’ve been using this feature as a way to analyze how big brands are crafting ads on the platform. After all, they’re the ones who have the money to try and fail at scale, so why not use them as a guide to what types of creative, copy, and offers seem to be working best.

Let’s take a look at how 47 of the biggest brands on Facebook are using the platform to attract new audiences and expand their customer base.

Facebook Ad Example #1 | Allbirds

What Makes this Ad Great: This video ad for Allbirds grabs your attention with an animated character on top of a static image. They prove their value with a customer testimonial and ensure you’ll agree by offering a risk-free trial. They never mention the word “comfort” and instead rely on the imagery and descriptions to allude to the fact that these shoes are, in fact, comfy!

Facebook Ad Example #2 | Best Buy

What Makes This Ad Great: The video ad for Best Buy relies on quick, stop-motion style cuts to grab your attention while showing off the unique capabilities of the product at the same time. The best part is that the ad talks about what YOU can do with the product instead of just what the product can do.

Facebook Ad Example #3 | Brandless

What Makes This Ad Great: This video ad features quick cuts between products to capture your attention as you’re scrolling through the newsfeed. In addition, the ad features a customer testimonial focused on the cost benefit of these products and ends with the main feature of the company: offering 300+ everyday essentials for $3 each.

Facebook Ad Example #4 | Glossier

What Makes This Ad Great: Glossier uses a great example of social proof, featuring a Tweet as a customer testimonial in this eye-catching video ad. The use of Twitter in Facebook’s Newsfeed is disruptive and piques interest in a unique way. Simple, yet super effective.

Facebook Ad Example #5 | Root Insurance

What Makes This Ad Great: Root uses color and interesting imagery to capture attention with this ad. This strange-looking, brightly-colored car grabs the user’s attention, and the copy highlight’s the main benefit for the user in 3 different places.

Facebook Ad Example #6 | Dollar Shave Club

What Makes This Ad Great: The video ad starts off as a meme, and quickly moves into highlighting the features of the product in addition to customer testimonials. The quick cuts of this video ad grab the user’s attention and the checklist within the copy makes it easy for the user to understand the benefits without having to read every word.

Facebook Ad Example #7 | Hulu

What Makes This Ad Great: Hulu is already so well known that they don’t even highlight any of the features of the product other than the price. Using quick animations and color changes, this video ad grabs user attention and highlights what Hulu believes to be an undeniable offer to attract new subscribers. They also add in the element of scarcity by highlighting that this offer is only available for a limited time.

Facebook Ad Example #8 | Purple Mattress

What Makes This Ad Great: This video ad shows an unrealistic and over-the-top scenario to show a main selling point of the product that users are able to understand within seconds. Nobody is actually going to be building card towers in bed, but within 3 seconds it is clear that with this bed you won’t disrupt your partner, no matter what. The copy makes no mention of the feature highlighted in the video and instead focuses on their risk-free trial period.

Facebook Ad Example #9 | Intercom

What Makes This Ad Great: This video ad highlights a customer testimonial that quickly slides into the frame as a way to quickly capture attention. The copy paints the picture of what their ideal customer has already done, and wraps up by offering to be the tool to bring your efforts altogether. Next, the copy highlights a feature of the platform that is reinforced by the image of the egg with a chat bubble. Finally, the ad copy ends by highlighting their trial period and hinting that the trial is only available today.

(NOTE: Want to make creating your own amazing ads easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get it here.)

Facebook Ad Example #10 | Fuego Box

What Makes This Ad Great: Instead of highlighting the product, this ad focuses on what the product can transform. In this case, hot sauce is the product, but the delicious looking burger is what draws the user in. The ad copy has nothing to do with the product but instead highlights the quirky and fun nature of the brand. Finally, the call to action (CTA) at the end explains exactly what the product is, and invites the user to the site to shop.

Facebook Ad Example #11 | The North Face

What Makes This Ad Great: This ad features a collage of images to create a compelling video that captures attention with quick cuts and inviting colors. As you watch, you can see the different uses for the product as well as the different variations. Another important feature of this ad is eye contact. The people within the ad are looking directly at the user, ushering in a feeling of connection that is an invisible, but powerful force.

Facebook Ad Example #12 | Hootsuite

What Makes This Ad Great: EMOJI! This ad is perfect for the brand considering the popularity of emoji on social media. The kicker is the fact that the emoji is insinuating that this offer is a secret, provoking feelings of exclusivity and an elevation of status for the user. The copy then reveals the secret and confronts the user with a rhetorical question.

Facebook Ad Example #13 | Whole Foods Market

What Makes This Ad Great: This ad is a great example of using the carousel ad format in a unique and captivating way. By making the photos feel like they are connected invites the user to engage with the ad by clicking the arrow to the right. On top of that, Whole Foods is using the pumpkin trend during the fall season to capitalize on what people are interested in at the time that they are seeing the ad.

Facebook Ad Example#14 | Airbnb

What Makes This Ad Great: This video ad quickly asks a question and immediately offers you a tool to help you answer. Extra money is very desirable for most people, and Airbnb makes sure to highlight that within the copy by showing the user their best-case earning potential with the platform. Finally, this ad speaks directly to the users within a specific location, utilizing personalization to make the ad resonate more with the target audience.

Facebook Ad Example #15 | Lyft

What Makes This Ad Great: Everyone likes free money, and this ad showcases exactly how Lyft can give it to you. This ad assumes the user already knows what the platform does, but uses the photo to provide some additional context. Finally, the CTA leads users directly to the download button, with specific instructions of how to claim their free money.

Facebook Ad Example #16 | Yeti

What Makes This Ad Great: Quick cuts capture the user’s attention, while also highlighting the many ways the Yeti brand fits seamlessly into the active lifestyle of the target audience. With no mention of features, the ad copy taps into the ethos of who the product is made for, allowing the user to feel elevated by the brand.

Facebook Ad Example #17 | BURST

What Makes This Ad Great: Notice how this ad does not come from the brand itself? Instead, Burst partnered with an influencer to showcase the product and paid the influencer to publish the ad using the influencer’s ad account. The video itself is extremely captivating as well by using 2 objects that are never used together to showcase the product’s effectiveness. Finally, the ad rounds out with a coupon code and a nod to the fact that people are ‘raving’ about this product.

Facebook Ad Example #18 | Warby Parker

What Makes This Ad Great: Here we see another ad that features a quiz. Notice, too, how the quiz is available through Facebook Messenger, making the process very easy for the user. The ad starts by posing a question and offering a solution for the user if the answer is yes. The photo then highlights the diversity in the product line while avoiding distracting the user’s attention away from anything but the glasses.   

Facebook Ad Example #19 | Bonobos

What Makes This Ad Great: This ad hits directly on a pain point that the product solves. Nobody likes laundry day, so this ad works to ensure that this product will make it less of a hassle. The use of a quote also helps to put words in the user’s mouth, making it easier for them to see how this product will make their life better.

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

Facebook Ad Example #20 | Harry’s

What Makes This Ad Great: This ad hooks you in with the photo, which insinuates that these razors will produce a soft, smooth, and comfortable shave. The copy dives into the customer pain point of high-priced razors and explains exactly how this product can be the solution.

(RELATED: Customer Value Optimization: How to Build an Unstoppable Business)

Facebook Ad Example #21 | SEMrush

What Makes This Ad Great: This ad is targeted directly to users who already use the platform and dives into new features that have become available. Instead of trying to acquire new customers, this ad focuses on revenue expansion of their current members.

Facebook Ad Example #22 | Better Mortgage

What Makes This Ad Great: This simple video uses a dynamic customer testimonial that puts emphasis on the 5 stars. Notice, too, how the testimonial highlights the pain point that the product solved. In addition, the copy establishes credibility by mentioning the size of their current membership base, making the user more comfortable with the product.

Facebook Ad Example #23 | ZipRecruiter

What Makes This Ad Great: This ad gets right to the point and qualifies the user immediately by posing an extremely simple question. ZipRecruiter knows that the hiring process can be complicated, so they highlight the fact that they are an all-in-one solution, with the added bonus that it’s free.

Facebook Ad Example #24 | quip

What Makes This Ad Great: At first glance, this ad doesn’t look like much. But at a closer look of the photo, the ad showcases the fact that this product is better than others due to its smaller size. The copy alludes to the fact that the product can be the guide for the customer, which is a super important quality for attracting and converting an audience.

Facebook Ad Example #25 | Infusionsoft

What Makes This Ad Great: This video ad uses the popular “meme” format to highlight the pain point that this product solves. The video also features a relatable person who makes eye contact with the user and reinforces how this product will help them.

Facebook Ad Example #26 | StubHub

What Makes This Ad Great: This video ad is simple yet effective. If you dive into StubHub’s other ads, you’ll notice that every game each week is the “game of the week” in their respective cities. This ad taps into the elevation of status by “highlighting” this specific game, while also ensuring that the tickets bought on the platform will not be fake.

Facebook Ad Example #27 | Grubhub

What Makes This Ad Great: The goal of this ad is not to get users to download an app or sign up for a service, but instead join in on the conversation. This is a great example of using a polarizing topic to drive curiosity that results in clicks back to a website.

Facebook Ad Example #28 | DoorDash

What Makes This Ad Great: Before any mention of the product, this ad features exactly what the people want… FOOD! By showcasing what potential foods a user could buy, the ad focuses in on the positive outcome that downloading the app can solve.

(NOTE: Want to make creating your own amazing ads easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get it here.)

Facebook Ad Example #29 | UglyDrinks

What Makes This Ad Great: This is another video ad that hooks the user in with quick cuts and bright colors while highlighting what makes the product different from competitors. In addition, the copy features a customer testimonial that highlights all of the features that make the product great.

Facebook Ad Example #30 | Bombas

What Makes This Ad Great: This video ad captures attention with quick cuts (a quality that keeps popping up in this list) and highlights the many designs and scenarios that the product makes sense for. Within the copy, the user is presented a coupon and in the CTA the philanthropic nature of the brand is touched on.

Facebook Ad Example #31 | Snap Kitchen

What Makes This Ad Great: Again with the quick cuts and bright colors. I’m beginning to think this is the most common and potentially most effective formats… This ad immediately focuses on the pain points that the product solves, provides a coupon, and highlights the lowest cost option to attract as many people as possible to the site.  

Facebook Ad Example #32 | Chomps

What Makes This Ad Great: This ad does a lot to highlight the features of the product, but also makes sure to include a heavy hitting customer testimonial to tie it all together. Even the coupon code highlights a quality of the product. Now that’s just plain smart.

Facebook Ad Example #33 | mahabis

What Makes This Ad Great: What’s this? You guessed it! Another video ad with quick cuts to capture the user’s attention, a coupon code, and a customer testimonial. The ad also uses the element of scarcity to encourage immediate action.

Facebook Ad Example #34 | Nespresso

What Makes This Ad Great: Now this is just genius. I don’t think I even need to describe what makes this ad so great.

Facebook Ad Example #35 | AllModern

What Makes This Ad Great: That’s a lot of words to read in an ad, but the graphical nature of the words makes this feel right at home on Facebook. The ad highlights the complexities of life and how AllModern can help simplify.

Facebook Ad Example #36 | Wayfair

What Makes This Ad Great: (This is actually and IG Stories Ad, but it’s too cool not to include) This video ad uses a popular format, the boomerang, which users are familiar seeing on social media platforms. By blending in, this ad feels less like a promotion and more like content, while highlighting a unique product in Wayfair’s inventory.

Facebook Ad Example #37 | Salesforce

What Makes This Ad Great: Holidays are a stressful time for retailers and Salesforce knows that. They also know that their product is not something that a user will choose to purchase directly from a Facebook ad. So, they utilize content that helps their target audience to get through the hardest quarter of the year.

Facebook Ad Example #38 | Shutterfly

What Makes This Ad Great: Did somebody say “lead magnet?” This ad offers up something free to entice users onto the website. Shutterfly is the ultimate lead magnet machine and they don’t shy away from that fact with the majority of their Facebook ads.

Facebook Ad Example #39 | Ollie

What Makes This Ad Great: Quick cuts, loud colors, cute puppies, and a coupon make this video ad unstoppable. Pair that with an emoji checklist of product features and the dogs will be howlin’ at the moon. Okay, I’m sorry. That was too cheesy.

Facebook Ad Example #40 | Ladder

What Makes This Ad Great: This is another ad that does a great job at tackling a customer pain point right from the start. The ad is very relatable and it does an excellent job of scheduling the time to sign up for life insurance without interrupting the customer’s day.

Facebook Ad Example #41 | Social Media Examiner

What Makes This Ad Great: This ad is a great example of turning a single photo into a video. It does a great job of capturing attention with a variety of moving elements and follows that up with a massive discount to entice the user to visit the site and attend the conference. Notice, too, that the ad uses the element of scarcity to nudge the user to act fast.

(NOTE: Want to make creating your own amazing ads easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get it here.)

Facebook Ad Example #42 | Slack

What Makes This Ad Great: K.I.S.S. I’m not talking about the band, but instead the acronym for “keep it simple, stupid.” This ad captures attention with eye contact and bright colors and uses one line of copy that hits on a customer pain point.

Facebook Ad Example #43 | Spotify

What Makes This Ad Great: This ad is really smart. Instead of paying for everyone to see this ad, they are relying on those that do see it to spread it further. Brands can’t tag specific users in ads, so why not have the users do it for them. This ad is a fun way to keep costs low, but reach a lot of people.

Facebook Ad Example #44 | Upright

What Makes This Ad Great: At first glance, this ad almost looks like a normal user’s Facebook post, helping to capture attention by getting the user to ask, “wait, who is that?” In addition, the video highlights what the product does, the bottom photo shows where to use it, and the photo on the right shows what the product looks like. This ad accomplishes a lot in a small amount of space.

Facebook Ad Example #45 | Daily Harvest

What Makes This Ad Great: As Ezra Firestone mentions on The DigitalMarketer Podcast, customers today are interested in the story behind a product more than ever. This ad does exactly this. Instead of focusing the copy on the features of the product, they focus on the story behind it. Not only that, this ad features a testimonial from a reputable source, building trust amongst the target audience.

Facebook Ad Example #46 | Myro

What Makes This Ad Great: This is another example of an ad that uses a reputable source’s testimonial in the copy. The photo includes eye contact, a glance at the product, and a simple tagline to help paint the picture of how this product will make the customer feel.

Facebook Ad Example #47 | DigitalMarketer

What Makes This Ad Great: Last, but not least comes, an ad from us here at DigitalMarketer. The quick cut between the front of the template and what’s inside is what’s used to capture a user’s attention. The copy then goes on to accomplish a few things. First, a pain point is addressed and solved. Next, the copy works to overcome objections. Finally, the copy puts the user in a relatable scenario, enticing them to continue reading and eventually download the free resource.

(NOTE: Want to make creating your own amazing ads easier? Download the FREE Ultimate Facebook Ad Template Library so you can just copy and paste these 7 proven Facebook ad campaigns to create low-cost, high-converting ads on demand. Get it here.)

The post 47 Facebook Ad Examples That You Can Swipe for Your Business appeared first on DigitalMarketer.


Chatbots vs. Live Chat: The Questions You Should Ask

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There’s a reason why people say “the first impression is the last impression.” Some 51% of customers never approach a business again after one bad experience. That puts pressure on every interaction—and every missed opportunity—with potential customers, recent purchasers, and long-time users.

Web chat is often the first impression for customer service interactions. While chat services initially connected consumers with real customer service staff, chatbots have become increasingly common—for obvious reasons and with obvious limitations.

Ultimately, no platform guarantees an improved customer experience. Consumers care most about solving their problems. Whether they do it with a person or a chatbot is secondary.


How to Transform Cold Leads into Sales Conversations Using LinkedIn

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If you’re not active on LinkedIn, you could be missing out on 80% of your leads.

I know that’s a bold statement, but I wanted to get your attention.

If you’re a B2B marketer or salesperson, LinkedIn is your Pacific Ocean. It’s the biggest body of water there is—the one with the most fish, and the biggest fish.

80% of B2B leads come from LinkedIn.

Think about that statistic another way.

If LinkedIn accounts for 80% of all B2B leads, and you’re not using it right now… that means you’re only getting 20% of the results you could be getting.

So if you start leveraging LinkedIn to effectively generate new business, then you should be able to 5x your lead flow—from 20% up to 100%.

Sound like a good idea to you?

Great. And I’ve got even more good news for you: in this post, I’m going to show you how to do exactly that.

I’m going to walk you through the 7 steps of creating an all-star LinkedIn profile, and then I’m going to show you how to leverage this awesome platform to make valuable connections that result in new leads and sales conversations.

Why You Need to Use LinkedIn

Let’s look at why LinkedIn is such a critical network. For one thing, it’s huge. It recently passed the half-a-billion user mark (546 million, to be exact), and continues to sprint toward its goal of having 3.3 billion members (one for every person in the workforce worldwide).

If, for whatever reason, you aren’t one of those 546 million, what are you waiting for?

It’s the only big social network that is 100% professional in nature. This is not a place where you’ll find cat videos and vacation pictures. LinkedIn is a network that’s designed to help you find a new job, connect with prospects, and host your professional footprint online.

Those 2 things put together—LinkedIn’s professional nature and its huge size—make it an essential tool for any B2B marketer or salesperson. There’s simply no other place online where you can connect with professionals so effectively and on such a massive scale.

And like I said before: 80% of B2B leads come from LinkedIn.

That stat pretty much says it all.

7 Steps to Creating an All-Star LinkedIn Profile

Before we get into the nitty-gritty of how to use LinkedIn to generate new leads, it’s a good idea to take some time to clean up your profile. After all, your profile is the first thing people are going to see when you connect with them.

(RELATED: The DigitalMarketer Podcast Episode 7: Why You Should be Using LinkedIn to Boost Sales and Brand Image)

So let’s start things off by making sure you have an all-star LinkedIn profile. To do it, follow these 7 steps:

1. Do Not, I Repeat, Do NOT be Unprofessional

Considering LinkedIn is a professional network, you might assume that most people would realize that means you have to display yourself in a professional manner.

Your profile is the first thing people are going to see when you connect with them.

You’d be wrong.

So let’s start things off by just making sure you aren’t doing anything really, really stupid. This is what we call picking the low-hanging fruit.

Double-check your LinkedIn profile and remove all of the following:

Unprofessional profile pictures…

Unprofessional descriptions…

References to being a ninja (Can we stop being Ninja’s, y’all? Aren’t we past this?)…

More unprofessional profile pictures (Seriously, save your college frat party pictures for Facebook)…

Unprofessional summaries that you copied from Tinder…

And whatever this is…

Feel free to chuckle—some of these were pretty funny—but don’t ignore the lesson here. These are serious mistakes that will completely undermine your authority on LinkedIn. So don’t do them.

Be professional!

2. Get a Decent-Looking Headshot and Banner Image

So first things first: get a recent headshot (no catfishing). And keep in mind, pictures in LinkedIn are small, so it should not be a group shot. You should be the only one in the picture (taking up about 60% of the frame), and you should dress appropriately to the audience you serve.

Another thing you really ought to do—most people miss out on this opportunity—is customize your banner image at the top. Most people are still using the generic banner that comes standard on all LinkedIn profiles:

But I highly recommend updating that and using a customized image that stands out and helps build your credibility. Here’s mine:

The cool thing about a banner photo like this is that it’s also a conversation starter! When people see this photo they’ll often ask about it, where was I, what kind of event was it, and so on. And that leads very naturally into a sales conversation (since the photo is of me at one of our T&C events).

These 2 pictures are the first thing people will see when they click on your profile, so make sure they look good.

3. Remember Your Headline is Not Just Your Job Title

Here’s another thing that a lot of people miss when filling out their profile:

Your headline is not just your job title.

Yes, you should probably mention your job title. But this is one of the most visible parts of your profile. Take advantage of the space you have to call out who you’re looking to connect with.

Here’s how I do it:

I do include my job title, but before that I say, “Executive Sales Leader”—because that’s who I’m looking to connect with.

You could put anything here. If your prospect is agency owners, put “Agency Expert.” If your prospect is small local businesses, put “Consultant for Small Local Businesses.”

You get the idea.

(NOTE: Want to make extra sure that your LinkedIn profile is the best representation of you and is helping you generate the most leads possible? Download your FREE 10-Point LinkedIn Audit for a detailed checklist for turning your profile into a lead-generating machine. Learn more here!)

4. Tell a Story with Your Summary

The summary is yet another part of your LinkedIn profile that’s commonly a missed opportunity.

Most people’s summaries are very bland and boring: “Developer with a demonstrated history of providing valuable contributions to a variety of…”


Nobody wants or needs you to rehash your qualifications, or even list out your greatest qualities. After all, you’ve got a line-by-line account of your job history further down the page, and those great qualities would be much better demonstrated in your endorsements and recommendations. PLUS, these summaries are searchable, so you will be more likely to come up in someone’s search with a good summary.

The point of your summary should be to put all that other stuff into context. You have 2000 characters (and you should use it all) to tell a story about your life and career. Why do you do what you do? Why is it important? Why does it get you fired up?

Here’s my summary for an example:

See how I’m telling a story?

This kind of summary goes a long way in building some rapport with the people who come to your profile. They start to see you as a human being, and not just a bulleted list of generic adjectives. I have 20 people every week who reach out to connect just because they read my summary and feel connected to my mission.

5. Add Media to Build Credibility

You also have the opportunity to add some media to your profile. This is something you don’t see on most profiles, but trust me—adding visual resources like this can go a long way in helping you to show people what you’re all about.

They show up at the bottom of your summary in thumbnails, like this:

Pictures like this help to paint a better picture of what it is you do. Bonus points if your media also helps to build credibility, like a photo of you presenting something onstage.

6. Post Relevant Content and See Who’s Engaging With it

LinkedIn is a great place to post content that’s relevant to your ideal prospects. When you do, it will show up under the “Articles & activity” section of your profile.

Content is a HUGE part of making LinkedIn work for lead generation. I’m going to dig into that topic in greater detail in just a bit, so for right now I’m just going to say that you should be posting relevant content to engage with your ideal prospects.

7. Get Endorsements and Recommendations

If you’re a regular visitor here at DM, you’re probably familiar with social proof—the idea that the best way to build credibility is not to brag about yourself, but to get other people to do it for you. Third-party endorsements and recommendations are always more believable and compelling than anything you say about yourself.

And fortunately, LinkedIn makes it really easy to get those kinds of third-party testimonials.

In the “Skills & Endorsements” section, LinkedIn will display your most relevant skills (which you get to choose) along with the number of people who have endorsed you for that skill. Your goal with endorsements should be to reach 99+, like I have here:

The endorsements section is probably the easiest to spruce up. The best tactic is to go out and endorse other people for the skills they excel at. Most people will return your endorsements in kind.

The second place where you can leverage third-party credibility is in the “Recommendations” section. Here is where you can display positive comments made by other LinkedIn members about their experience working with you:

A few glowing recommendations can go a long way in improving your LinkedIn profile. Especially if your recommendations come from well-known people in your industry, that stamp of approval is going to build a lot of credibility for anyone looking at your profile.

So how do you get recommendations on LinkedIn? Simple: just go out and ask for them.

Talk to people you’ve worked with, people you have a good relationship with, people who are leaders in your industry that you’ve done good work for, and ask them to write you a quick recommendation. You might be surprised by how many will respond.

How LinkedIn Fits in With the Sales Process

Earlier in this post, I wrote that if you do any sort of B2B marketing or selling, you have to use LinkedIn.

Notice the wording I used there. I said, “You have to USE LinkedIn.”

I didn’t say, “You have to be on LinkedIn.” Everybody is “on” LinkedIn.

But only a small fraction of savvy marketers and salespeople actually USE it effectively.

It’s a small distinction, but a critical one.

And that’s why, if you want to be one of the small percentages of people who extract the overwhelming majority of new business out of LinkedIn, you have to change the way you think about this network altogether. You have to stop thinking of it as your online resume and start thinking of it as an online channel to do these 2 things:

Everybody is “on” LinkedIn. But only a small fraction of savvy marketers and salespeople actually USE it effectively.

Post content that is relevant to your ideal prospects
Connect with the right people in the right industries and positions

If you do these 2 things on LinkedIn on a regular basis, it will help you to keep your sales pipeline full at all times.

(And the best salespeople will tell you that THAT—keeping their pipeline full at all times—is the real key to sales success.)

So let’s unpack those 2 things and how to accomplish them.

Step 1: Post Relevant Content

The best way I’ve found of reaching potential leads and starting sales conversations with them is to consistently post content.

If you post high-quality, targeted content that speaks to your ideal prospect, that content is going to naturally find its way into the activity feeds of the people you want to talk to the most. And it’s going to make it much easier for you to get a conversation started with those people and direct that conversation in the direction you want it to go.

This is a process that you can refine over time. Start by posting content, and then view the stats for that content to see if you’re reaching the right people.

For example, this post of mine did really well in terms of reach. It generated over 42,000 views, 3,100 likes, 350 comments, and 800 shares:

So, that’s pretty cool. But who are those 42,000 people who read the article? Are they the kind of people I’m trying to connect with?

You can find that out by clicking “View stats.” Do that, and LinkedIn will show you a detailed breakdown of who viewed and shared your content:

So you can see this particular article generated engagement all over the place: from recruiters, strategists, CEOS, marketing specialists, and more.

If those are the kinds of people I’m trying to reach—then that’s good news! This article is working well, and I should post more just like it.

If those aren’t the kinds of people I’m trying to reach—that’s OK. It’s a data point. And it’s incredibly valuable data because it tells me whether or not my content is resonating with the right kind of person. If you’re trying to reach decision-makers, for example, then they should be the ones reading your content (Partners, Owners, VPs, C-level executives, etc.).

There are several ways I can rework the piece to reach the right people. Maybe I should try repositioning the article or rewriting the headline to speak more to my desired audience and see if that helps me.

And when someone reads a post of yours on LinkedIn, it becomes a lot easier for you to connect and start a conversation with that person. Which brings us to…

Step 2: Connect With The Right People

Ultimately you want to use LinkedIn to connect with potential leads and open up sales conversations with them.

So how do you do that?

Well, it becomes a lot easier if you follow my advice and post relevant content that reaches your ideal prospects.

For one thing, it can lead to profile views if someone reads your article and wants to learn more about the person who wrote it. When that happens, they’ll show up under “Who viewed your profile.”

And if you’re posting content regularly, this section of LinkedIn should give you a never-ending list of people you can reach out to.

Another way to connect with people is to jump to the “Notifications” section. To get there, just click the bell at the top of the screen.

Here you’ll see a list of everyone who has interacted with your posts on LinkedIn.

This is another great list of people to connect with because they’ve already read and engaged with something you’ve put out there. You have a common interest and a conversation starter.

OK, so now we’ve talked about some of the places you can go to find people to connect with. Your next question might be: How do you actually connect with people? Should you just send them a connection request and launch straight into your sales pitch?

In a word, no.

Keep in mind, people are used to getting spammy pitches these days and they won’t hesitate to close your message and ignore you forever if they think that’s what you’re doing.

A much better strategy is to reach out to people with a personalized message. You can do this with mutual connections (you can find this right on the person’s profile)…

…or you can reach out to new connections directly through their profile.

But make sure you use and personalize the 300-character message when requesting a connection.

This will set you apart and give the person some context to who they are, so they will be more likely to accept.

This is a much better way of starting a conversation.

(RELATED: The 5-Message Sequence: A LinkedIn Marketing Strategy that Generated $101k+ in 9 Months)

And you can make this even MORE effective by leveraging “Active Status” to start conversations with people only when you know they’re online and available right now. Active Status shows up as a green dot in the in the lower-right part of your profile picture.

Those are some of the basics of using LinkedIn to find and connect with good prospects. But once you get the hang of those basics, I highly recommend upgrading to something called LinkedIn Sales Navigator to really get the most out of this network.

(NOTE: Want to make extra sure that your LinkedIn profile is the best representation of you and is helping you generate the most leads possible? Download your FREE 10-Point LinkedIn Audit for a detailed checklist for turning your profile into a lead-generating machine. Learn more here!)

How to Use LinkedIn Sales Navigator to Connect with Your Ideal Prospects

LinkedIn Sales Navigator has probably been the best investment that I’ve made personally and for my team. So yes, it does cost some money. But if you use it to its full potential, it’s well worth every penny.

When you log into Sales Navigator, you’ll see a feed. This feed will be empty at first until you start saving leads. Here’s mine:

So how do you find leads? Basically, just search for them—click “Advanced” in the search bar and click on “Search for leads”:

A window will pop up showing you all kinds of ways to search for people based on their location, industry, title, seniority level, and so on.

And the great thing about this tool is that because LinkedIn has so many users, you can get really dialed-in with your targeting and still reach a lot of people. For example, here I’m searched for “marketing agency” in Texas and still got 69,008 results.

Now, 69,000 is still too big, so I’m going to narrow this further by targeting the people I really want to be talking to—the decision makers. And if I filter for Partners, Owners, VPs, and Directors, I still get 14,520 results.

So now I can see a list of all these results—people who would be really great leads. To save them as a lead in Sales Navigator, just click “Save as lead” on the right.

When you save someone as a lead, they’ll show up on your dashboard—and you’ll see all their activity in your feed.

There’s another useful tool in the panel at the very top of the search results.

Using this panel, you can even filter for profiles of people who have changed jobs, been mentioned in the news, or those who are connected with your team in some way (meaning you can get an easy introduction).

And you can use this information to help start a conversation. For example, say I click to filter for all the profiles that have been mentioned in the news in the past 30 days.

Now you have a really easy conversation starter for 90+ high-quality leads. Just mention that you saw them in the news and wanted to connect.

And while I’m on the topic of starting conversations, remember this:

These days, starting a sales conversation is just starting a regular conversation.

You have a lot of data on these people—you know where they’re located, what kind of work they do, what connections you have in common, where they’ve been mentioned in the media. You can filter profiles that are active (have posted on LinkedIn in the last 30 days), that have shared experiences with you, or that follow your company on LinkedIn.

These are all really great data points you can use to strike up a conversation.

Striking up a conversation on LinkedIn doesn’t have to be complicated. I send a lot of really simple, thoughtful messages like this:

Notice that I’m not being annoying or asking them to buy something right away—I’m just dropping a nice little note that people are much more likely to appreciate and respond to.

These days, starting a sales conversation is just starting a regular conversation.

(On average I get a ~90% response rate to messages like this.)

Another thing that I love about Sales Navigator is that you don’t have to be connected to these people to send them a message. You can send Sales Navigator InMail messages without connecting first.

So to sum it up—LinkedIn Navigator. Yeah. You gotta get it. It’s awesome, it lets you find and connect with your ideal prospects much, much better than you could without it. I highly recommend it.

Other LinkedIn Tools I Recommend

Let’s assume you’re using LinkedIn Navigator, and you want to kick up your results even further. What can you do?

Here are a few additional tools that I find useful for prospecting:

Tool #1: Sales Navigator Plugin

If you’re a Chrome user, it’s a no-brainer to start using the Sales Navigator plugin. This will pull information from LinkedIn right into your browser.

Here’s an example. I got an email from Parker, and the Sales Navigator plugin automatically displayed his information right there beside the email—so I could instantly see his title, location, shared connections, and more.

Using this tool, you can save someone as a lead or add them as a connection right from your browser. Super fast and convenient.

Tool #2: Native QR Codes

QR Codes may seem pretty useless and feel like you took a step back in the tech time bubble… unless that QR code is native to the BIGGEST professional networks in the world.

Do you still use business cards? Me either… and I’m not saying you “shouldn’t” have business cards; I’m just saying they are old and out of date.

Meet your new business card.

Now, instead of rummaging around in your wallet or purse for a bent, boring card, you just use your phone’s camera to connect instantly to the person’s profile and see all their info (much more than you can fit on a 3.5 x 2’ piece of paper).

It’s as easy as that.

Tool #3: PointDrive

If you’re using Sales Navigator, you’ll also get access to a tool called PointDrive.

PointDrive gives you a much easier and more professional way to share slides, presentations, and any other sales collateral. Instead of having to email a half-dozen attachments a hundred times a day, just use PointDrive to create a great-looking presentation like this:

This makes it really easy for people to view your documents and resources. And PointDrive also tracks your visitors’ activity—so you’ll get deeper insights into how they’re interacting with these materials. AND, it can also connect you with the coworkers of who you send things to, so it is one more way to grow your network.

If you send this presentation to the owner of a company, for example, you’ll be able to see who they shared it with. Did they forward it to a VP or a Partner? This gives you a better idea of who’s involved in the buying process, so you can tailor your approach to include the right people.

The Secret to More Effective Prospecting on LinkedIn

You’re almost there guys. We’ve covered a lot in this post, I know, but before I send you on your way, I want to take a little time to go deeper.

And always remember that in today’s world, it’s the strategic, helpful, and empathetic salesperson who wins.

We’ve talked about the tools and the tactics. But what about the mindsets?

I think it’s essential for any salesperson to realize what prospecting on LinkedIn really is at the end of the day:

Prospecting on LinkedIn is a series of failures that results in a YES.

It’s not a quick process, and it doesn’t generate instantaneous sales. In order for this to work you have to be consistent in your follow-up. People need to get to know you are your brand before they are willing to fork over any money.

A lot of people forget that, and it causes them to miss out on sales.

The message here, I hope, is obvious: be persistent in your follow-up, and consistent in your prospecting. Follow the ABCs (Always Be Connecting) to keep your pipeline full at all times. I recommend blocking out 30 minutes, twice a day, to do your LinkedIn prospecting.

And always remember that in today’s world, it’s the strategic, helpful, and empathetic salesperson who wins.

(NOTE: Want to make extra sure that your LinkedIn profile is the best representation of you and is helping you generate the most leads possible? Download your FREE 10-Point LinkedIn Audit for a detailed checklist for turning your profile into a lead-generating machine. Learn more here!)

The post How to Transform Cold Leads into Sales Conversations Using LinkedIn appeared first on DigitalMarketer.


Facebook’s Comment-to-Messenger Feature: Everything You Need to Know

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Facebook Messenger ads are all the craze right now.

They’re the most PERSONAL ad type on the market.

Our culture has bred an expectation of instantaneous communication. Whether through text, chat, or social media… when someone sends you a message, you FEEL the need to respond in a timely manner (or at least most of us do ☺).

Think about it—this is what makes Facebook Messenger marketing so powerful. It taps into a channel that 1+ billion people are already using… and also facilitates communication in a way that people now expect.

As messenger becomes a more and more common communication channel for companies, the brands that utilize messenger to communicate with their prospects and customers will win.

In a separate post I explained the ins-and-outs of Facebook Messenger Ads, and now I’m going to expand on that information by highlighting one of the most popular messenger marketing features out there: the comment-to-messenger tool.

The way this tool works is pretty simple, really cool, and ultra-effective. Basically, you just sync a Facebook post (or ad) with your favorite messenger marketing tool (mine is definitely ManyChat)…

…and it will automatically message anyone who comments on that post!

And as always, if they interact with your bot then they will be added to your subscriber list and you can continue to follow up with them via messenger.

This is really exciting stuff, guys.

Today, I’ll be explaining the details of this tool:

What it’s good for
When to use it
And tips to get the best results possible from your comment-to-messenger campaigns

But before we talk about the “how,” let’s talk about…

Why Does Facebook’s Comment-to-Messenger Feature Matter?

It’s an easy way to build messenger subscribers

Facebook allows you to build a “list” of messenger subscribers that you can later send broadcasts to (similar to email, but we’re seeing 80%+ open rates). If you read this post, you know why this is so important.

To become a messenger subscriber, someone simply has to have messaged your page in the past. If you use the feature the way I outline below, you can build a subscriber list using the same comment-to-message strategy we are… without even buying ads.

Increases relevance score

If you are using the comment-to-message strategy and then turning that post into an ad, this is going to significantly increase relevance score.

Relevance score is a number out of 10 that Facebook uses to tell advertisers how relevant their ad is to the audience in which they’re targeting.

The higher the relevance score, the more reach your ad gets and the lower the cost.

Social proof weighs heavily on your relevance score, so the more positive comments, shares, and reactions that your post gets, the higher the score.

By accumulating a ton of comments on your post using this strategy, you are in turn increasing your relevance score—and encouraging Facebook to show your post to even more people.

It’s a great strategy to generate leads and sales (isn’t that what we REALLY want?)

This strategy isn’t just about “talking” or “building a list.” You can use it to generate leads and sales for your business, too.

The key is to make sure your post leads to an ideal sales conversation for your business.

Asking people to comment with their favorite color just to build your messenger list isn’t the best way to use this feature (unless you’re selling something that has to do with coloring ).

You can use ManyChat to set up an automated follow-up sequence that eventually leads someone to a sale. You can also use ManyChat’s tagging system to segment audiences so that you can make them an offer that’s most relevant to them.

How Facebook’s Comment-to-Messenger Feature Works

So, how does it work?

I’m glad you asked!

First I’m going to explain the big picture, to help give you some context. Then I’ll walk you through an example just to make sure everything is 100% clear. And finally, I’ll dive into the specifics of exactly how to get started using this tool in your own business.

In a nutshell, the comment-to-messenger feature works like this:

Create a Facebook post. I recommend asking a polarizing question and letting people know that when they leave a comment they will automatically receive a message on messenger.
Set up the comment-to-messenger growth tool inside of ManyChat and sync it with the post you created in Step 1. Part of this will include deciding on what message(s) people will receive when they comment on your post.
If you want to promote your post as an ad, you can set that up inside the Ads Manager. Just be sure to choose “Engagement” as your objective.

Here’s an example of what this looks like from the user’s perspective.

First, you’ll see a post in your newsfeed (it could be a paid ad or an organic post). Like this one:

Notice how the post sets your expectation—it tells you that if you leave a comment, you’ll get a response via messenger.

After you post a comment, you’ll automatically get this message:

Scroll down and you’ll see the offer being promoted—a free container of protein:

And finally, see how easy it is to respond—just tap “Heck Yes!” or “No, thanks”:

Pretty simple, right? As the user, all you have to do is comment on a post, read a short message inside of messenger, and click “Yes” to claim the offer.

If you interact with the bot in any way—even if it’s to say “No, thanks”—you will be automatically subscribed to this advertiser’s messenger list. Then over the next few days, you’ll continue to receive follow-up messages from them.

And as you can see here, those follow-up sequences can be extremely effective:

Open rates of 88.4%-98.5%, and click-through rates of 18.8%-80.7%?

Compared to traditional email marketing engagement metrics, those numbers are INSANE. (In a good way.)

(NOTE: Ready to get started with your own Messenger bot? Check out our BRAND NEW 6-Step Facebook Messenger Bot Builder to get our exclusive strategy that makes running your Messenger Bots easy for any business. And if you act now, you can get this Execution Plan for 85% OFF! Learn more here.)

Facebook’s Comment-to-Messenger Feature in Action

This is still a relatively new feature, so we’re still testing and finding ways to use it ourselves.

But, we’ve already seen some other marketers do cool things on their own pages.

Our good friend, Derek Halpern, recently published a post in which he asked a question: “What is a good (and realistic) sales page conversion rate?”

Once you comment on this post with your guess, Derek sends you a message with the answer. He also takes advantage of your attention to make a relevant offer and send interested visitors to a webinar registration page:

Derek then broadcasted to his messenger list a few days later…

Cole from Sherpa Metrics also used this functionality to generate 500+ messenger subscribers and to segment his audience in efforts to make relevant offers…

Then he followed up to further segment the audience…

Within 36 hours, Cole was already seeing insane open and click-through rates…

How to Set Up Facebook’s Comment-to-Messenger Feature

It may seem complicated, but this feature is actually pretty easy to put into action.

Step 1 is to create the post that you’ll use. And to do this, you have 2 options:

You can use a normal post that anyone can see on your wall
Or you can create a post in the Business Manager that won’t be front-facing on your Facebook page. To do that, just make your way to the Page Posts area here:

The only difference is whether the post will be shown on your Facebook page or not. If it’s not, you’ll need to promote the post through an ad in order to generate impressions.

Step 2 is to set up your growth tool. To do that, just log into your ManyChat account and click on “Growth Tools” and then “+ New Growth Tool”:

Then choose “Facebook Comments”:

You then have the option to select the post you’d like to use based on its URL, post ID, or a dropdown list of recent posts to your page:

Notice that you can choose to send messages after a certain period of time, to exclude certain keywords, and to only trigger comments for certain keywords…

For the best results, here are the settings I typically recommend:

Track first-level comments only: Turn this ON
When user leaves a comment, send message after: Immediately
Exclude comments with these keywords: Leave this blank
Only trigger for comments with these keywords: Leave this blank

Next, you’ll click the “Auto-response” button:

This is where you’ll craft the automatic response that people will receive in their inbox after they comment on your post. This response should deliver on the promise you made in the post, and prompt the user to engage with you (so they’ll become a subscriber).

Notice the sentence in parentheses at the bottom of our welcome message:

Facebook automatically adds a link back to the original post, so we always put a line of text here telling people to ignore that link so it doesn’t cause confusion.

Then, you’ll hit “Back” and then “Save.”

Next, How Do We Trigger Specific Follow-Up Messages for Certain Keywords?

You need to set up automation for the keyword you’re asking them to type into messenger. For example, in one of our campaigns, we set up an automation that delivers a free report to anyone who types the word “guide.”

As you can see above, we clicked the “Keywords” button under “Automation.”

We then created a new rule that when people typed “guide,” we responded with…

We also told ManyChat that we wanted to tag them as having downloaded this report…

The tagging is important because now we can visit the “audience” tab and see how many people have messaged from that particular post, AND we can subscribe everyone with that tag to a particular follow-up sequence…

Using this feature we’re able to generate lots of high-quality leads and customers while helping us to learn more about our audience at the same time.

Comment-to-messenger is definitely not the best growth tool for every possible situation. But it works great for generating a discussion on Facebook that transitions to messenger.

And it gives you a lot of freedom to get creative with how you engage with your customers. So definitely brainstorm new and creative ways to use this tool.

(NOTE: Ready to get started with your own Messenger bot? Check out our BRAND NEW 6-Step Facebook Messenger Bot Builder to get our exclusive strategy that makes running your Messenger Bots easy for any business. And if you act now, you can get this Execution Plan for 85% OFF! Learn more here.)

In the meantime, here are a few best practices that I’ve picked up from my experience using it:

5 Tips to Get the Most Out of the Comment-to-Message Growth Tool
1) Ask a polarizing question

Your goal should be to generate is what Facebook calls “authentic engagement.”

In any comment-to-messenger post, your goal is to generate engagement and discussion around a topic that is relevant to your audience. And the best way I’ve found to do that is to ask a polarizing question that sparks some curiosity and debate. Something that will compel people to share their own feelings, while making them wonder what your brand thinks on the topic.

For example, if you were in the typewriter-selling business, your audience would consist of writers. Here’s an example of a polarizing question post that might appeal to writers:

2) Set the proper expectation

Take a look at that picture again, and re-read the last sentence. See how I specify, very clearly, what will happen after you leave a comment?

You want to do this on all your comment-to-messenger posts. This is a new feature and most people won’t expect a message to pop up after they leave a comment, so make sure to set that expectation so people know what’s coming.

3) Track first-level comments only

When setting up your growth tool, I recommend tracking first-level comments only. Here’s where you can change this setting:

Switch that setting to “on.” Basically it just means that if somebody tags a friend in their comment, and that friend replies to the original comment, the friend will not receive your automatic message.

Here’s how this would work:

Since anyone replying to a comment is probably more interested in responding to their friend than getting your auto-message, this generally results in a nicer experience for everybody.

4) When using comment-to-messenger in combination with Facebook ads, make sure to use “Engagement” as your objective

This makes sense when you think about it. What you really want is for people to comment on your post so you can transition them to messenger.

And because you’re asking people to comment, you’ll want to stick with just the Facebook feed as your placement:

5) Watch out for “engagement bait”

One thing you’ll need to be careful of when using this tool is posting what Facebook now calls “engagement bait.” And this is such an important point that I’m going to give it a subhead so all the people who are just scanning this article will notice it.

Warning: Avoid Posting “Engagement Bait”

In the past, many marketers (myself included) wrote posts that urged people into interacting with a specific post. Here are a few examples from Facebook:

The problem with engagement bait is that it can feel kinda spammy, and in many cases, it leads to low-quality engagement rather than real discussion.

You need to watch out for this when you’re using comment-to-messenger because it can be easy to create an engagement bait post without even meaning to. Here’s an example of a post we created here at DigitalMarketer over a year ago. At the time it was fine, but today it might fall under the category of “engagement bait”:

Here’s another example:

Keep in mind, back in early 2017, this was a perfectly acceptable use of this tool.

Today, however, things are different. If you publish a post like this now, Facebook will punish you with a lower reach. And if you repeatedly share engagement bait posts, you “will see more significant drops in reach.” (Facebook’s words.)

So the take-home message is, don’t do that.

Instead, your goal should be to generate what Facebook calls “authentic engagement.”

And that’s what this tool is really all about. Having real conversations with your audience, about the things that matter to them. You have so much to gain when you hear your audience’s real voices and real opinions.

Not only can it lead to a lot of warm sales conversations, it can also help you to learn more about the people you’re serving in your business, what their biggest challenges are, and how you can help them even more.

(NOTE: Ready to get started with your own Messenger bot? Check out our BRAND NEW 6-Step Facebook Messenger Bot Builder to get our exclusive strategy that makes running your Messenger Bots easy for any business. And if you act now, you can get this Execution Plan for 85% OFF! Learn more here.)

The post Facebook’s Comment-to-Messenger Feature: Everything You Need to Know appeared first on DigitalMarketer.


Facebook Messenger Ads: How to Use Them in Your Business

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It’s been a little over a year since I first wrote this post, and a LOT has changed since then. Messenger marketing has come a long way, and today there are more ways than ever to engage your customers using Facebook Messenger ads.

In the updated version of this post I’m explaining the ins and outs of Facebook Messenger ads and how to strategically deploy them in your business.

But before you can put them to work, you need to know the why—why this ad type matters to ANY and EVERY business…

I know it’s easy to assume that this ad type (or channel as a whole) would only work for “high-tech” audiences, or “big” companies that have the resources to man a customer communication channel… but, stay with me.

That’s not the case.

After doing a bit of thinking and research, I realized that assuming Messenger only works for highly technical markets is like saying that Facebook as a marketing channel only works for highly technical markets…

This chart from Business Insider is mind-blowing.

At the beginning of 2015, monthly usage of the top 4 messaging apps surpassed usage of the top 4 social networks… and it continues to grow.

And, over ONE BILLION people use Facebook Messenger as a whole. Even my great-grandmother (she’s in her 90’s) uses Facebook Messenger…

My point is that we must not only enter the conversation that’s already taking place in our customer’s head, we must BE in the places where our customers are having their conversations.

Aside from even advertising through Messenger, being reactive and responsive to your people throughout the entire Customer Value Journey via Messenger is essential.

I recently experienced this as a consumer.

I was driving down the road and saw a new apartment complex. I reached out via Messenger from their Facebook page to inquire about the property.

Every step of my Customer Journey, from scheduling a tour to negotiating the lease, was done through Facebook Messenger. It’s very likely that if they weren’t as responsive on Messenger as they were, I would’ve ended up living somewhere else.

If you get nothing else out of this article remember this… Messenger is an essential communication channel for businesses (and it’s still experiencing rapid growth).

Facebook reported that more than 1 in 2 people say they’re more likely to shop with a business they can message, and 67% of people expect to message businesses more in the next 2 years.

It’s how people are communicating with family and friends. A large portion of our society prefers to communicate via a messenger with quick responses.

Adapt… or lose business to your competition. 

Now, we, as marketers, have the opportunity to tap into this tremendous channel to grow our business and better serve our customers.

Here’s How It Works…

There are 3 different “types” of Facebook Messenger ads.

Click-to-Messenger ads: These drive traffic and conversations, using Messenger as a destination
Sponsored Messages: These allow you to send promotional messages even after the 24-hour rule has passed
Messenger Home Placement: This is a placement for ads that can appear on your Messenger home screen (and they can take people either to a Messenger conversation or to a landing page)

Let’s start with…

Messenger Ad Type #1: Click-to-Messenger Ads

Purpose: To build your subscriber list and start conversations with new people.

These are the most popular and commonly used Messenger ads, and it’s easy to see why. They provide you with an extremely versatile way to start new Messenger conversations with people, using all of the normal ad & targeting options available inside Facebook.

Destination ads appear in the newsfeed, and when clicked on, open inside of a Facebook message (instead of sending traffic to a URL):

You can find this destination option at the ad level when creating a campaign in Ads Manager or Power Editor.

Click-to-messenger ads look and feel like a normal Facebook ad, with the option to include an image, video, carousel, slideshow, etc. The only real difference in their appearance is the call to action button, which will say “Send Message” or “Get Started”:

A few things to note about destination ads…

You can target ANYONE(this is important—you can target interests, behaviors, custom audiences, etc.)
They can show up in the newsfeed for Facebook and Instagram (desktop and mobile)
They’re available for campaigns with the objectives “Traffic,” “Messages,” or “Conversions” (So, don’t panic if you chose another objective and don’t see Messenger as an option)

Ways to use this ad type…


What’s the biggest “hang-up” in your Customer Journey?

Use destination ads to give people an extra touch point with your brand. Help them overcome any barriers to purchase.

For example, we use Messenger ads to retarget people who visit our sales pages but don’t purchase the product. If you visit the sales page for DigitalMarketer Lab but don’t buy, you’ll see this ad:

There’s usually a reason people don’t buy, and if you give people a platform to ask questions and help overcome doubt, it works wonders. For example, people want to know if the product will actually work for their business, if there is a contract or commitment, if they can add team members, etc.

Once their questions are answered, most are ready to purchase the product. This entire conversation is happening via Facebook Messenger.

Cold traffic

We have the option to run destination ads to cold traffic (people who have never heard of our brand).

This can be used to raise awareness and acquire customers, but—it must be done right.

The key here is to make sure the ad prompts an ideal sales conversation. For example, if your ad asks people to respond with their favorite color, it’s probably going to be a waste of time and money.

But, if you can prompt a conversation that leads to your ideal sales conversation… you’re golden.

Imagine you own a home improvement company that provides a slew of services: plumbing, landscaping, painting, etc.

You could run an ad in your local area that says: “If you could ‘fix’ one aspect of your home, what would it be?” People will respond with answers like “landscaping” or “I’d paint my home.” You now know each person’s pain point, and you can cater your conversation with them around this topic. As a result, your odds of making a sale will be much higher.

Again, I wouldn’t recommend starting here as I don’t believe this is the most highly leveraged activity within Facebook Messenger ads, but, it’s worth a shot when you’re ready for scale.

2 Quick Tips for Your Click-to-Messenger Ads

For the best results, I highly recommend following these best practices when creating click-to-messenger ads inside Facebook:

Always set the right expectation.

Even though these ads have been around a while, many people are still unfamiliar with them and may be surprised when they click on the ad and Messenger opens. So make it clear, in your ad copy, that clicking on the call to action button will open a Messenger conversation.

You don’t want to surprise people, because they may get confused. So make sure they understand exactly what’s going to happen.

For your marketing objective, use “Traffic” or “Messages” instead of “Conversions.”

I know, I know—we all want more conversions (more leads and sales). But the problem with using “Conversions” for these ads as your objective is that Facebook won’t get enough data to really optimize your campaign.

So until pixels are implemented inside Messenger in some way, I recommend optimizing your click-to-messenger ads for Traffic or Messages.

Messenger Ad Type #2: Sponsored Messages

Purpose: To re-engage with and send promotional messages to people who are already subscribers.

Sponsored messages appear inside the Facebook Messenger inbox of your Messenger subscribers (in other words, anyone who has messaged you in the past and has not unsubscribed).

It’s an identical experience to receiving a Facebook message from a friend, these just come from a brand.

If you’re using a Messenger marketing tool like ManyChat (and I hope you are), then you already have the ability to send broadcasts and promotional messages to the people on your list. But when sending messages through a tool like ManyChat, you’re only allowed to send promotional messages within a 24-hour window after that person has interacted with your chatbot.

What makes Sponsored Messages so powerful is that you can send a promotional message anytime you want—even if it’s outside of that 24-hour window.

You can find this option at the ad set level when creating a campaign in Ads Manager or Power Editor. First, set your marketing objective as “Messages”:

Then choose “Sponsored Messages” from the drop-down:

By default, your message will be sent to everyone who has an existing conversation with you in Messenger. If you want to narrow down that targeting further, you can do so by clicking on “Advanced Options” under Audience. There you can narrow your focus to target subscribers based on their location, demographics, interests, etc.

In terms of placements, there’s only 1 option available: Sponsored messages. So you don’t have to change anything there.

For Sponsored Messages, Facebook recommends choosing a lifetime budget over a week. And right now, the cost is about $30 per 1,000 impressions. So a little napkin math should make it easy to figure out what your budget needs to be in order to reach all of your Messenger subscribers.

When creating an actual message, you can include links and images—like we do in this one:

Here’s where you can customize that stuff inside the Ads Manager:

You can also customize customer actions (such as providing suggested quick replies). But if you’re using ManyChat, you don’t have to worry about that—just use Facebook to send the initial message, and then let ManyChat take over from there.

A few things to note about sponsored messages…

You can ONLY target people who have previously messaged your page in the past. (As long as they haven’t unsubscribed.)
It’s available for campaigns with the “Messages” objective.
Keep in mind that your messages won’t necessarily be delivered immediately. In Facebook’s words: “You should expect the majority of your sponsored messages to deliver in the 3–5 days after your campaign starts. If you want to manually schedule a start and end date for your campaign, it’s recommended to set your campaign length for at least 1 week, to ensure full delivery.”
Only 1 sponsored message will be delivered per person, per ad set. If you want to send multiple sponsored messages to each person, you’ll need to create multiple ad sets.
Facebook charges advertisers by impressions, which means you are charged whether the end user opens the message or not. That is, unless you use a tool like…

ManyChat is much more than a “bot” (in my opinion, the bot is the least sexy feature).

ManyChat builds a list of subscribers that you can send sponsored messages to; people who have previously messaged your page:

Although Facebook is building this list, too, the benefit is ManyChat allows you to broadcast sponsored messages to your subscriber list for just $10/month (instead of paying Facebook on a CPM basis):

We’ve sent sponsored messages to our subscriber list, and the open rates have been INSANE (especially compared to email open rates)!!

As I mentioned above, the only limitation to ManyChat broadcasts is that you can only send promotional messages in the first 24 hours after someone has interacted with your bot. That’s Facebook’s rule, not ManyChat’s, and it’s there to help keep spam low and engagement high inside Messenger.

So that you, as an advertiser, can continue to use this channel effectively for years to come!

(RELATED: Episode 72: How DigitalMarketer Generated 500% ROI in 3 Days Using Facebook Messenger)

Messenger Ad Type #3: Messenger Home Placement

Purpose: A new placement where you can display your Facebook ads.

This isn’t really a type of ad, so much as a new placement. And the difference here is that your ad shows up inside Messenger home (as opposed to showing up inside of a specific conversation).

Here’s an example of what that looks like. Notice that the ad is sandwiched in between 2 different conversations:

Here’s another example:

And here’s where you can choose the Messenger Home placement:

Depending on your campaign, you could choose to have this ad open inside of Messenger… or you could have it take the person to a landing page. Feel free to experiment with these options, but keep in mind that because people are already inside of Messenger, there will be less friction if you keep them on Messenger rather than try to take them somewhere else (like your website).

OK, next I want to touch really briefly on…

How to Monitor Your Messenger Ad Performance

Obviously you’ll want to monitor the performance of your Messenger ad campaigns to see how they’re performing. And to see all the engagement metrics from your Messenger ads, just head over to the Ads Manager and choose “Messenger engagement” from the drop-down on the right:

Facebook will organize the columns to show your Messenger stats, including your total replies, link clicks, new messaging conversations, etc.

Just wanted to make sure you know that these metrics are available to you!

So, ready to put Facebook Messenger ads to work in your business? Let’s talk about…

(NOTE: With Lab+, you can access all 11 of our acclaimed marketing certification and mastery courses PLUS everything Lab has to offer. Quickly become a full-stack marketer with the best training available. Start your free trial today!)

How to Build Your Subscriber List

Sponsored messages are so powerful, and—this is really important—the fact that you can only send them to people who have previously messaged your page will keep this from becoming a spam-fest.

But, there does need to be list building strategies, similar to email.

For one thing, you can use destination ads to build your Messenger subscriber list.

ManyChat also provides a unique URL that when clicked, opens a Facebook message with your brand page.

For example, we sent an email and used the link to drive messages:

Not only did this provide an extra line of communication for people who would prefer to use Messenger, it sold tickets! As you can see from this Facebook Messenger conversation between a customer and one of our sales reps…

If you’re using a software like Shopify, you can integrate with Facebook and build your subscriber list as people purchase your product:

You can also send follow-up messages to confirm the order and send shipping information:

…Which is a great way to improve user experience.

And, don’t forget—even people who message your page (for customer service related questions, for example) are added to your subscriber list!

You may be wondering, Wow… this sounds awesome, but it requires a lot of human resources to answer messages!

And, you’re right. But, it doesn’t mean it’s not worth it AND it doesn’t mean that you can’t benefit from this ad type even if you’re a 1-person show. Here are a few tips:

Start super small, down the funnel. Use destination ads to retarget people who are toward the bottom of your funnel. This will ensure you’re having fewer, but more highly-leveraged conversations.
Get help from a bot. Use ManyChat’s bot feature to welcome people who message your page, you could essentially automate the sales process with this tool.
Use the tagging system inside of Facebook Messenger to stay organized. Our team created tags to help systemize the process:

I also recommend integrating your customer service and sales platforms with Facebook Messenger so that your team can leverage Messenger while still having access to customer information.

Using Facebook’s Comment-to-Messenger Feature to Grow Your Subscriber Base

If you’re using ManyChat (or similar tools), you have the opportunity to leverage Facebook’s Comment-to-Messenger feature. This feature allows you to auto-message any person that comments on a specific Facebook post.

And if they respond to your message, they’ll automatically be added to your subscriber list.

Here’s an example…

Click here for a step-by-step guide on how to set up and deploy this strategy… along with examples of different business types.

Take advantage of Facebook Messenger ads to connect with your audience in a more interactive and meaningful way. Using the tools I’ve described in this post, you can build systems in your business that leverage this channel so that you can build a subscriber list, similar to email. Then…

Test, test, test, and as always… let us know how these strategies are working in your business!

(NOTE: With Lab+, you can access all 11 of our acclaimed marketing certification and mastery courses PLUS everything Lab has to offer. Quickly become a full-stack marketer with the best training available. Start your free trial today!)

The post Facebook Messenger Ads: How to Use Them in Your Business appeared first on DigitalMarketer.


We Analyzed 5,860,631,392 Articles From 64 Countries. Here’s What Facebook Loves!

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Facebook reach has continually declined over time.

Nowadays everyone tells me there is no point in even sharing content on Facebook.

But you know what? You can still generate traffic from Facebook.

Yes, traffic has declined. Even so, in the last 31 days, I’ve generated 20,420 visits from Facebook.

That’s not too shabby considering I’m only publishing 4 articles a month. That’s an average of 5,105 visitors per article from Facebook.

And because I’ve been building the ultimate SEO tool, I’ve been gathering social sharing data on over 9 billion URLs.

But a large portion of the URLs in our database aren’t articles. So, for this analysis, we looked at 5,860,631,392 articles.

Before I dive into what we have learned, there are few things you ought to know about the data:

Technically we have gathered social sharing data on 11,721,262,784 articles. For each URL we gather data on the HTTP and the HTTPS version to get an accurate count as more sites have transitioned to HTTPS over time.
We only looked at articles. A lot of URLs such as have over a million Facebook shares, but they aren’t articles.
We looked at articles in multiple languages as English isn’t the main language everyone speaks in the world.
When I say “social shares”, that includes reactions, comments, and shares from Facebook.
We excluded scraper sites. A lot of the articles shared on Facebook are scraper sites. They barely have any shares and it skews the data.
In total, the 5,860,631,392 articles came from 163,968,722 domains.
Our list of articles started with Google search results. Because we have data on 507,348,976 search engine results from 64 different countries, we were then able to find the sites that you read on a regular basis, which then helped us crawl and find more articles that you may read.

Let’s dive into the learnings.

What type of content generates the most Facebook likes overtime?

There’s been countless articles published showing that list posts and infographics generate the most social shares.

And that makes sense because who doesn’t love a visual piece of content such as an infographic?

But what if you want social shares over time?

By looking at how many social shares each article generates on a monthly basis, we were able to see the growth rate and the types of article that generate the most social shares over time.

Here’s the share growth rate over time per article type:

If you want a quick boost in Facebook traffic, consider creating infographics.

But if you want more consistent Facebook traffic each and every month, focus on “how to” articles. They don’t do as well right off the bat, but over time they produce more consistent Facebook traffic.

The reason for this is that infographics are harder to rank on Google because they don’t contain a lot of text.

By creating content like “how to” articles that tend to get searched frequently, you can get consistent traffic to your articles which will cause more social shares.

How long (or short) should your headlines be?

Do Facebook users prefer short or long headlines? If you had to take a guess, what would you think?

Most people think the shorter the better…

Let’s look at the data:

Users prefer headlines that are roughly 7, 8 or 9 words.

You can’t really explain what an article is about in 4 words. By having your headline long enough, it will allow you to be more descriptive.

Don’t focus on making your headlines as short as possible, focus on making them descriptive.

How do images impact shares?

You already know people love images. If they didn’t, Facebook wouldn’t be as popular.

But the question is, how many images do you really need per article to get the maximum number of social shares?

In general, the more images the better.

The one thing to note is that a lot of the articles that had over 7 images weren’t really articles per say.

A lot of them were articles that have a clear objective of getting you to browse through an image gallery, such as someone showing off stunning images of the Milky Way or image galleries of silly cats.

When writing content, consider including images to describe your message. The more the better.

How long should your lists be?

Based on our data, most people prefer writing list-based articles with the number 10. In other words, their lists only have 10 items.

When we looked at the average share count based on list size, it was clear that lists that were 10 items long won.

But there is a problem: the data is skewed because everyone focuses on smaller lists.

When we started to look at the median share count per list size, the data got interesting.

The more detailed the list, the better.

If you ever decide to write a list-based post that is over 100 items, there is a good chance people will share it assuming it is super detailed.

Shortlists have been beaten to death for years. That’s why longer ones that leverage the skyscraper technique perform better these days.

How long should your articles be?

Should you write short articles or long ones? And how short or long should they be?

This question has been asked and discussed in marketing circles for years.

The data shows, the longer the better.

If you were to write 10,000-word blog posts that are super actionable, you would generate more social shares than if you wrote 2,000-word blog posts.

I know I’ve mentioned in the past that writing super long content is like throwing money out the window. And it is especially true when it comes to Google traffic.

So for a nice balance, I would still stick with the advice I gave in that article, which is to write roughly 2,000-word blog posts. Then expand upon it over time. And every time you expand upon the article, you can share it again on Facebook.

If you don’t care about Google and you only want to focus on Facebook, then just go for that 10,000-word article.

You’ll also notice that 1,000-word articles generate more shares than 2,000-word articles.

We were curious why this was so we dug into the data a bit more and found that articles that contained less than 1,000 words in many cases contained more images than 2,000-word articles.

In addition to that, many of the shorter articles were also news based.

And speaking of news…

Is it better to write news-based content or evergreen content?

Over time, evergreen content gets more traffic. It’s not just because of Facebook, it’s that they rank better in Google and get more consistent traffic over the years.

No one is Googling about what happened in the news a year ago.

None-the-less, let’s look at the first hour of when an article is published.

News based articles win in the short run. I already discussed above how “how to” articles will get you the most consistent search traffic over time, but if you want a quick hit, consider covering news related topics.

Do emotions affect social sharing?

I used to love writing articles that pushed fear because they generated a lot of traffic for me. But the issue with doing this is that I used to get emails from people asking me if I was depressed or needed help.

I’ve always been fine, but many of you told me how you don’t like when I push fear in my articles. So, I naturally stopped.

And although fear is an effective way to generate more social shares, it isn’t the most powerful emotion (at least when it comes to Facebook).

People love content with laughter, awe, and joy. Or at least, that’s what people prefer sharing, as opposed to fear.

You can clearly see by the image above that people prefer laughter roughly 3 times more than they prefer fear.

When should you post your content?

Writing an amazing article isn’t enough. If you write content on a bad day and release it during a time when no one is online, then you won’t go viral on Facebook.

People prefer sharing content on Tuesday over any other day.

If you are going to write only one article a week, release it on Tuesday. If you are writing multiple articles a week, focus on Monday, Tuesday, and Wednesday as they are the most popular days.

And as for the time of day…

You tend to share content between 11 am and 1 pm.

That’s right before you are about to leave for your lunch break and it’s right when you come back. A lot of people get tired during the middle of the day and they need a break.

That’s why you will see many people within your office on Facebook during the afternoon.

If you miss the 1 pm publishing window, you can always shoot for the 6 pm slot. The share count goes back up around the time people are finishing up with work.


Yes, it is hard to get traffic from Facebook. They do limit your reach compared to 4 or 5 years ago because they don’t want you driving people from Facebook off to your website. That and they want you to boost posts to increase your reach (and their revenue).

The longer people stay on Facebook the more money they make. That’s why they love video content.

But that doesn’t mean you still can’t do well. If you follow the data above it will give you the best shot of getting the most traffic from Facebook.

What do you think about the data and stats? Are you going to follow it?

The post We Analyzed 5,860,631,392 Articles From 64 Countries. Here’s What Facebook Loves! appeared first on Neil Patel.


3 Steps to Effectively Use Instagram Marketing to Generate Sales

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You know that Instagram is a great social network for some people.

For example, it’s great for artists, models, and anyone who wants to make sure the entire world knows how cute their cat is.

But is it a worthwhile network for businesses looking to generate new sales and customers?

In a word, absolutely.

If, that is, IF you do it right.

I’m Nathan Chan, publisher of Foundr Magazine—a bootstrapped company that quickly grew into a successful business thanks in large part to the Instagram strategy you’re about to learn in this post. And over the next few minutes, I’m going to show you the right way to grow your business with Instagram.


Learn how to optimize your account and post compelling Instagram content that will keep your followers coming back again and again
Along the way, you’ll increase your exposure and generate more conversions.
And finally, you’ll discover a few tools you can use to measure your success and iterate your results to keep your followers (and your business) growing more and more each and every month.

I’ll dig into the details in just a moment, but first, I should give you a big-picture view of what you’re about to learn. In a nutshell, this system for growing your business through Instagram marketing consists of 3 main steps:

Awareness: Grow your Instagram followers with influencer marketing and user-generated content
Engagement: Send traffic to your website with Lead Magnets and Instagram stories
Conversions: Increase sales with great content and a call to action (CTA) that kindle emotion

Makes sense, right? First, you have to reach people (generate awareness), then you need to get their attention (generate engagement), and finally you have to make them a relevant offer they will love (generate conversions).

So, now that you know the big-picture strategy, let’s dig into the details of how you can achieve each of those steps and grow your own business with a smart Instagram marketing strategy.

Step 1: Get More Instagram Followers

You can’t really accomplish anything on Instagram without any followers, and that’s why Step 1 of this process is to grow your Instagram following.

This is a great way to get your name and message in front of like-minded people all at once.

It’s pretty simple, really: the more followers you have, the more potential customers you’ll be able to reach with each and every post.

Of course, not every follower is created equal. You want to make sure your new followers are a good fit for your business.

Luckily, the 2 strategies I’m about to share will naturally help you to grow a bigger follower base of people who are interested in your content.

These are the same strategies we used to increase Foundr Magazine’s Instagram followers from 0 to 10,000 in just 2 weeks and surpassed 1,000,000 within 2 years.

So, how did we do it?

One of the fastest (not to mention most effective) ways to grow your followers is to leverage the reach of others who already have a large following.

This is a great way to get your name and message in front of like-minded people all at once. And because you’re being recommended by an authority figure, it also comes with built-in credibility.

There are 2 ways to achieve this: with influencer marketing and user-generated content.

Getting the Most Out of Influencer Marketing

In case you haven’t heard of it, “influencer marketing” is basically the practice of asking an influencer to introduce your company to their audience.

Working with these people is one of the fastest ways to increase your exposure on Instagram.

So, what is an influencer?

For our purposes, it’s anyone with a large following. They could be any kind of public figure: an actor, a musician, a professional athlete, a politician, a business owner, the list goes on.

If they have a large audience of people who know, like, and trust them, they’re an influencer. Working with these people is one of the fastest ways to increase your exposure on Instagram.

Here are a few ways you can leverage influencers to grow your own following:

You can simply pay them to share your content. This is known as a “paid shout-out”
Instead of paying money for a shout-out, you can also pay with products. Try shipping a product to an influencer in return for a post or comment
You can ask them to share your content for free. In this case, your best bet is probably to offer to share some of their content in return (this is called S4S, or shout-out for shout-out)

Keep in mind, an influencer doesn’t have to be someone with worldwide appeal and millions of followers.

In fact, it often pays to reach out to “micro-influencers.” A micro-influencer is someone who has somewhere between 10,000 and 50,000 followers.

And these are a great group of people to approach for a couple reasons.

For one thing, they often have a higher engagement rate with their audience than people with enormous followings. (Generally speaking, bigger audiences tend to have lower engagement.) Another benefit to working with micro-influencers is that they are usually cheaper to work with.

If you’re a new business looking to grow your audience, I would highly recommend you get started by finding and approaching micro-influencers in your niche.

Have Customers Do the Work for You

Another awesome way to boost followers and gain sales is to let your customers do the work for you—by posting user-generated content.

Sharing user-generated content is a great way to grow your following. For one thing, it helps to build social proof. People are more likely to trust content that is generated from actual customers (rather than a company). User-generated content also helps to build a vibrant community of followers—people who are more actively engaged with your content and more likely to like, comment, or share it.

So, encourage your customers to post a picture of them using your product. If the content is great, as this example for “thefrankeffect,” it can attract thousands of likes and comments.

Also, keep in mind that some of your customers may even be micro-influencers themselves. You definitely want to make an effort to reach out to these people!

(NOTE: Before you can start selling to your audience, you need to know who your ideal customer is, where they are, and what they will buy. Download our proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Step 2: Engage Your Instagram Followers

OK, now we’ve talked about some of the most effective strategies for growing your Instagram followers. The next step is to start engaging those visitors—in other words, grab their attention and eventually get them to visit your website.

Stand Out With Your Bio

First impressions count, as they say. And on Instagram, you make your first impression with your bio.

I’ve noticed that many times, people will check out your bio and decide whether or not they like your company before they even view any of your posts. Which means that having a great bio could spell the difference in earning another follower and potential sale…or not.

So, here are a few tips to help you craft a killer Instagram bio:

Keep it short, sweet, and to the point. No rambling on and on
Create a direct CTA using a memorable URL
Highlight exactly what you do or offer
It never hurts to insert a playful emoji if it fits with your content. Notice the hand pointing down in the screenshot below…

As you can see, our bio at Foundr gets right to the point and has a clear CTA. All in 3 short sentences.

Draw People in with Lead Offers (A.K.A. Lead Magnets)

If you’re a regular reader of DigitalMarketer’s content, you know all about Lead Magnets. Well, I’m happy to say that lead offers, a.ka. Lead Magnets, are just as effective on Instagram as they are on other platforms.

The main idea here is to offer a piece of free content that will entice people to join your mailing list and drive them through your sales funnel.

A few prime examples of effective Lead Magnets include…

And templates

…that can be quickly consumed.

Remember that when you’re offering Lead Magnets, the important thing to keep in mind is that you are offering value first. So, make sure your Lead Magnet is something your audience will find useful.

Here’s an example of a Lead Magnet we offered to our Instagram audience:

Notice how we added the link to the Lead Magnet in our bio around the same time we posted about it. This way, we can tell people to visit the link in our bio to download the offer.

Here are a few tips to help you create more effective lead offers on Instagram:

Create several different Lead Magnets and rotate them so your visitors don’t get bored seeing the same offer again and again
When promoting your lead offers, be sure to include eye-catching images or videos in your posts
Give your Lead Magnet posts the same look as your other posts. They should have the same format, tone, and feel
Always use simple and memorable URLs in your posts
Always make a CTA link to your bio to direct people. This is very important. Instagram does not allow link clicking inside posts (you can add them, but they won’t be clickable). But, you can still add the link URL to your post and people can type it in their browser (the shorter, the better). But, in addition to that, add the link to your bio for about 24 hours from the time you post about the Lead Magnet and then, in your post, tell people to click the link in your bio to take advantage of the offer

Super-Secret Tip

When it makes sense, you can also ask your followers to tag a friend.

This will help improve your post’s reach and get it seen by even more people. Here’s an example of one way you might word that request:

I also recommend using emojis on a regular basis—smiley faces and thumbs up and so on. They’re more colorful than plain old text and help your comments to stand out and get a little more attention.

The Power of Instagram Stories

Instagram Stories are a useful tool in adding a human touch to your brand name. They help to humanize you, so people won’t just think of you as a faceless company.

And when you’re trying to win customers online, getting people to trust and connect with you is half the battle.

So, how should you use Instagram stories? There are a couple things you can do. And 2 that I recommend are using the swipe up feature and the new feature polls.

Take Advantage of the Swipe Up Feature

The swipe up feature allows users to swipe up on your Instagram stories and go to a link you set up. Here is an example:

You can be as creative as you like here. Lush Cosmetics does a great job of drawing the user’s eye to the right spot by drawing an arrow. Follow their lead or create your own story image that will deliver your message and entice the viewer to swipe up and visit your link.

Swipe up is an awesome feature, but there’s a catch: in order to use it, you must have a business account with at least 10,000 followers. So, that’s just one more reason to use the follower-generation strategies outlined in Step 1 above to reach that threshold.

Creating Feature Polls  

Feature polls are an awesome way to encourage people to interact with you through Instagram. They also help you gain some important insights about your audience.

Here’s an example of a feature poll at work:

As you can see, it’s a simple poll with just 2 possible answers (in this case, do you like your donuts plain or with sprinkles?). But unlike most polls, this is delivered in a fun, visual way that encourages high engagement.

Just as with the swipe up feature, featured polls are available only to business accounts with at least 10,000 followers. But once you meet those minimum qualifications, here’s how to get started creating feature polls:

Create your story post, including a photo or video, and make sure it’s relevant to the poll you’re going to create
Add any text, filters, doodles, or emojis you want. Just remember to leave space for the actual poll
Click the sticker icon at the top of the story screen and choose the “poll” sticker to create your poll. Here’s what that looks like:

Next, you’ll have the option to add a question. A poll box will appear along with the answers “Yes/No”
Type in the question you want to ask your audience within the field text. (Remember to be creative!)
If you want, you can customize the responses (for example, changing “Yes/No” to “Plain/Sprinkles”)
When your poll is complete, tap the checkmark. The poll will appear in the middle of your story, but you can move it around and resize it
Complete your story and add it just as you would with any other post. Visitors will see it and be able to vote on your poll question

If you have push notifications enabled, you’ll get notified when someone votes. To check out your results at any time, just open up the post analytics:

Interesting…I would have gone for sprinkles, myself.

Step 3: Convert More Instagram Followers into Customers

In Step 1, you learned how to grow your account’s followers. Then you got a few new strategies you can use to engage those followers and send them to your website. Now you finally get to learn what you really want to know:

How can you convert more of these followers into customers?

And to get started, the first question you need to answer is…

What Is the Best Type of Instagram Content to Generate Sales?

There’s a difference between content that gets comments and content that converts.

(RELATED: Perpetual Traffic Episode 66: Creating Content that Converts with Laura Hanly)

So, what kind of posts should you publish to generate more sales?

In general, you want to trigger an emotional reaction in the viewer.

Remember, you might have the best product in the world…but if you don’t show it in a way that brings about interest and stirs up emotions, it’s not going to sell.

So, use creative design and visually stunning imagery to elicit a response in the viewer.

When showing a physical product, lifestyle images are a great way to show your product in action—and help the visitor see themselves using your product in their own life. Here’s a good example of an Instagram ad for a water bottle:

You can post a wide variety of content.

It can be branded or non-branded, image or text…it can even be a question you want to pose to your followers.

It really doesn’t matter what type of content you use as long as it is…

Triggers a response
And gets people to delve further into your product or service

Here’s an example of a Foundr post that got almost 10,000 likes in just 4 days. This post didn’t even have an image—it just asked a simple but interesting question:

This post was helped by people tagging friends to see if they could answer the question correctly.

This is also a good example of mixing up the content on your Instagram page. Use a combination of text, questions, images, and video to keep people interested.

You can also use content that you’ve curated from others (as long as you give them a shout-out). Make sure to tag them in the image so that they’ll be notified, which should increase the odds of them responding in kind.

Bear in mind, however, that at least 60% of what you post on Instagram should be your own original content.

Direct Product Links

One great way to drive traffic and conversions from Instagram marketing is to post direct links. However, you should use direct links sparingly—only do it once every 20-30 posts. Otherwise, people can get annoyed if they feel like all you’re doing is pushing your product or service.

For that same reason, you don’t want to be too blatant. Never come out and say, “Buy my product.” This will turn people away.

Instead, you want to inspire people to click through and learn more about what you offer. Here’s an example:

Notice that we don’t simply tell people to buy the product. Instead, we highlight one of the articles from the current issue to inspire people to click through and learn more.

Inspiration is the key tool for selling products this way.

Depending on what you sell, you could write about a particular feature or benefit of your product.

You could also post a compelling photo or video of the product being used with a catchy title. If people can see your product in use, that is usually much more compelling than showing a static product image.

Remember: inspiration is the key tool for selling products this way. So think about the coolest, most emotional, most visually compelling way to show your product—then craft a great-looking post around that.

How to Track Your Success on Instagram

After doing all this hard work, you’re going to want to be able to track your success. This is an essential part of the process because it’s the only way you’re going to be able to figure out what’s working for you and what isn’t.

Then you can start spending more time on the stuff that’s working (and do away with the stuff that isn’t).

Here are a few tips to help you track the success of your Instagram marketing strategy:

Look for big spikes in your traffic and sales. Then take a look at the Instagram posts you published around that time
Use tracking links to help keep track of which posts and content are working the best. You can do this with Affiliatly for instance
Coupon codes can also help you track down sales to a particular Instagram post
Tools such as Social Blade and Affiliatly have special features that can be really helpful on Instagram

Social Blade and Affiliatly: 2 Powerful Tools for Instagram  

If you’re ready to take your results to the next level, 2 tools I recommend are Social Blade and Affiliatly.

Social Blade is a great tool to help you discover the best influencers to work with. It shows you if the account of a user has been growing or not. This allows you to find out how many followers they are gaining each day.

So, how should you use this information?

If Social Blade tells you that a would-be influencer is losing followers on a daily basis, you should probably steer clear of them. But if their followers are growing rapidly, then you’d do well to hitch your wagon to that rising star.

The other tool I recommend is called Affiliatly. This is a Shopify/ecommerce tool with lots of helpful analytics. What I like to do with Affiliatly is to treat my Instagram site as an affiliate.

Then you can then use a clickable tracking link to track your visitors, earnings, and sales from Instagram. The beauty of this system is that all of your statistics are in one place, and you can use unique links to track the success of your individual lead offers.

Now Get Out There & Start Instagramming!

I hope this post has helped to give you a much clearer idea of how you can use an Instagram marketing strategy to grow your business. You now have a handful of specific strategies you can use to grow your followers, increase traffic, and publish posts with strong calls to action.

And trust me—this stuff works!

I believe that if you work hard at implementing this advice for a solid month, you can realistically gain 10,000 followers to your Instagram account. Here at Foundr, we’re at 1.3 million followers and counting, and we’re still using these exact same strategies to continue to scale our account and drive sales.

Now the rest is up to you! Get out there and start putting these strategies into action. Before you know it, you’ll be enjoying the results of all your hard work.

(NOTE: Before you can start selling to your audience, you need to know who your ideal customer is, where they are, and what they will buy. Download our proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

The post 3 Steps to Effectively Use Instagram Marketing to Generate Sales appeared first on DigitalMarketer.


Introducing: The YouTube Marketing Hub, A Free Resource Library

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I’m VERY excited to announce the release of the all-new YouTube Marketing Hub.

What is it?

The YouTube Marketing Hub is a free library of 30+ resources that cover everything you need to know about YouTube Marketing… including video editing, YouTube SEO, monetization, and more.

In other words:

It’s a one-stop-shop for anyone looking to start and grow their YouTube channel in 2018.

You can check out the all-new YouTube Marketing Hub right here:

Visit The YouTube Marketing Hub

Why I Created The YouTube Marketing Hub

When I first launched my YouTube channel, I wondered things like:

“How do I come up with a name for my channel?”

“How do I find keywords to optimize my videos around?”

“What’s the best way to get subscribers?”

“How do I use cards and end screens?”

And to find the answers to these questions, I had to sift through dozens of articles and videos.

That’s when I thought to myself:

“Wouldn’t it be great to have ONE place that people could go to learn about YouTube?”

So, that’s exactly what I set out to build.

170+ hours of writing, editing, designing and coding later, the YouTube Marketing Hub was finally complete.

Check out the YouTube Marketing Hub.

Here’s How It Works:

The YouTube Marketing Hub is broken down into 5 core topics:

Create a YouTube Channel – Here’s where you’ll set foundation for a successful YouTube channel. You’ll learn how to position your channel so it stands out and how to structure your Channel Page to maximize views and subscribers.
Create Videos for YouTube – Learn exactly how to plan, shoot and edit videos that get results on YouTube. You’ll also see how to take advantage of cool features like End Screens and Cards.
Optimize Your YouTube Videos– Titles. Descriptions. Tags. Keywords. They’re all key for getting views on your YouTube videos. And in this section you’ll learn about basic and advanced video SEO strategies.
Grow Your Channel– Here’s where you’ll learn how to use Playlists, Branding Watermarks, video promotion and the new Community Tab to get more views and subscribers (including lots of real life examples).
Make Money From YouTube – Learn how to monetize your channel with ads, partnerships and brand deals. You’ll also see how to use YouTube to drive traffic to your site.

Check Out The YouTube Marketing Hub

What Do You Think?

I’d love to hear what you think about the YouTube Marketing Hub.

Specifically, I’d like to know:

What’s the #1 thing you want to learn about YouTube right now?

Also, I plan on adding more resources to the hub soon.

So let me know if you have any topic ideas or suggestions.

The post Introducing: The YouTube Marketing Hub, A Free Resource Library appeared first on Backlinko.