Facebook Advertising System LeadPages Transcripts 10 PDF

Transcripts: Module 10
FACEBOOK
ADVERTISING SYSTEM
Bob The Teacher, Marke.ng Educator at LeadPages.net

MODULE 10: KNOWING YOUR NUMBERS  
WITH JAMES GRANDSTAFF
Bob The Teacher, Marke.ng Educator at LeadPages.net
 
Note: The following transcripts have been created (verba8m) to assist you in implemen8ng the lessons of this
course. Since they are essen8ally verba8m, these transcripts should be read with a “speaking” English
perspec8ve, as they may contain slight gramma8cal errors due to the nature of recorded training. 
Welcome to Module 10 of the Facebook Adver=sing System from LeadPages™!
I’m Bob the Teacher, the Marke=ng Educator, here at LeadPages™, and it’s no secret that I’m a
numbers geek. As I showed you in the last module, knowing your numbers will ensure your long-‐
term success with Facebook Adver=sing is strong.
To help bring this point home, I want to introduce you to James Grandstaff, a leading authority on
Facebook Campaigns and LeadPages™ power user. James takes his understanding of the numbers
to create profitable Campaigns for himself and his clients, and I want to dig deeper into one of his
Campaigns to help you shorten your trial and error period.
James, welcome to the training!
Amy: Facebook marke=ng is the most powerful way to grow your email list beyond any other
social media site. I can say that will confidence because I’ve used all the social media
sites out there. I’ve tested them and I’ve really made sure that I understood how each
of them worked in terms of aRrac=ng a quality audience and building your email list. So
when I started to use Facebook marke=ng or Facebook ads years ago, I started to see
results instantly. But the thing is it has only goRen beRer. Now we know that Facebook
changes all the =me and it can be incredibly frustra=ng for marketers trying to figure it
all out. But when it comes to Facebook ads, I can say that Facebook ads only get beRer.
The targe=ng gets beRer, the func=onality, how you use the dashboard, the flexibility.
All of that they’ve put so much focus on it because they want you to pay-‐to-‐play and
because of that they’ve made it beRer for us to marketers. So I really believe that you
can get big results when it comes to Facebook ads.
Bob: Hey, James thanks so much for joining me on this module of the Facebook Adver=sing
System.
James: You got it man. How are you doing?
Bob: I’m doing fantas=c. I really appreciate you opening up the curtain here and showing us
inside of your Facebook campaigns and what you’re doing. What we’re seeing is the last
week or so and I just love the opportunity to pick your brain a liRle bit about what’s
going on with your Facebook campaigns, what’s the strategy that you’re doing. You’ve
been doing this for a long =me, and I really enjoy that you’re sharing this with
everybody.

LeadPages™ Facebook Adver=sing System -‐ Transcripts Module 10 | Bob Jenkins 2
James: Yeah this is going to be fun. I’m excited.
Bob: So before we get started, tell us a liRle bit about your role in the world of marke=ng
and how you started ge^ng into Facebook marke=ng in the first place.
James: Yeah well I’ve been marking online since – I started in 2001, similar story to a lot of
people. Failed a lot and finally figured some things out. For me it was real simple. I was
taught by a mentor when I first started to build on each success and just con=nue
instead of trying to reinvent everything each and every =me just to build on each
success and then to con=nue that whole process. It wasn’t so recently -‐-‐ I want to say
about 2010 -‐-‐ is really when I started with Facebook ads. I didn’t take my mentor’s
advice. I actually went in a completely different direc=on because I was doing affiliate
launches and really I was thinking that the launch model was my thing. Because you
know, that’s what I learned first when I first came online. Once Facebook ads started to
pop-‐up it was really about 2010 that I created a Facebook marke=ng product. It was a
Facebook app. That’s when I fell in love with the whole Facebook marke=ng stuff. It was
like a direct response marketer’s dream to be able to put an ad in front of a very =ghtly
focused targeted audience.
So I created a funnel, it was preRy successful. And then as you know, I hooked up with
Brian Moran a couple of years ago and then he pulled me out of what I was doing to
come help him with his Facebook ads. He’s been doing this ever since just helping
people with Facebook ads. I love it, I love the numbers and I know it’s not for
everybody but the numbers is my thing and I’m really enjoying everything I’m doing
helping people.
Bob: Yeah and I can’t wait to geek out on these numbers with you. You and I have known
each other since 2006 when I first got started. I got to get to know you through a
mentoring program. I've been able to see your progress as you’ve gone from
informa=on products to sodware and then now to Facebook marke=ng. It’s all =ed
together really =ghtly in what you’ve learned and who you’ve learned from and sort of a
lot of trial and error, a lot of prac=ce.
James: Yes.
Bob: You've been down and dirty in the trenches. So I really appreciate you paving the way,
clearing the pathway for a lot of the folks who are watching this module today. So with
that in mind, let’s talk a liRle bit about what you’re seeing in your adver=sing campaign
that have perhaps surprised you and what you’re using as your standard beginning
point with your ongoing act. Because what I want to do with this course is give people
the opportunity to skip that learning curve as much as possible, to skip a lot of that trial
and error, and start with what’s working and then test out what will work further for
them. Walk us through a liRle bit of your thought process when it comes to crea=ng an
ad set. We’re not going to talk about how to create that ad set. What are you trying to
do, what are you first thinking about as you decide you know that I’m going to make an
ad about X and it’s going to be involving these elements. What are some of those
elements that you want to consider?
James: There’s a few things. the first thing I want to consider of course is the audiences, who I
am targe=ng. So like as you can see on the screen right here, each individual one like
you see right it says M is for male so we have male power editor, we have female

power editor. So the very first thing that I think about are the groups that I can find and
target on Facebook that would be most interested in what I’m offering. In this case, it is
an informa=on product that reveals some of the retarge=ng ads that I have had success
with with myself and with clients. So I go over here and I go into the Power Editor. If
someone is using the power editor that means they’re using Facebook ads. They might
be interested in taking a look at some of the results that I’ve got. That one actually
worked out preRy good. This was actually one of my highest conver=ng ones so far.
And then I just go down the line: Amy Porterfield, her audience might be interested,
Frank Kern, Perry Marshall, James Wedmore and so on. So what you’re seeing me do
here is organizing everything so that I want to find the winners okay. So instead of
bulking all of this into one whole, I separate all of them into the each individual ad set.
Then the numbers just reveal all. If you just look right here, we’ve got 50, oops, 50
conversions for the male power editor at $2.89.
Now a conversion is a mixture of email leads and actual sales so actual customers but
they’re all different. Some of them like $2.89 is really low then down here we have you
know, let’s see, $11.75. So if you bulk all of this together, you don’t really know , which
ones are the really good ones that are really profitable.
So I always start with that: "So who’s the audience that I can target?" The next thing
that’s really important is to test the headline. So I’ll create for each individual one here
we have power editor, you know, male, female, I’ll create three ads. Everything will be
the same except the copy. So we’re talking the headline might be different or the text
post depending on how I feel about it. Like if I dig into here, I will show you this one
real quick. So here’s three ads. I’ve already done the tes=ng on this one so the headline
here is not changed. All of these ads are the same in terms of the copy, the text, the
images are different.
So once I found the winning headline , which was really just this ques=on right here,
then I went in and created three images. All of these actually create really different
results too. You can no=ce the click through rate. You know, 2.5% for this ad versus 0.5
and then 0.3 for this ad. So the same copy, the copy is the same but you know, this ad,
this one right here is really grabbing people’s aRen=on. You know, because there’s a red
in it, a ham, I mean who knows why. But so I always start with tes=ng the headlines, ad
sets first then tes=ng the headlines, and then I go in and start tes=ng the different
images.
Bob: Awesome. So let’s talk about this ques=on real quick for the copy. You may not have
this to pull up right now, but what did you see if anything of a paRern that has led you
to think in this par=cular case a ques=on is the one that is the winner? What other
types of statements or length of copy exists? It seems like a preRy short sentence as
well. What about this have you discovered so that when you start making a new ad,
you would use something similar?
James: I model. I’m a great modeler. [Laughs] So if I see something on Facebook, that I think is
working or it really catches my aRen=on, I test it immediately. And that’s what you’re
seeing here. I saw an ad like this popping up all the =me and I’m like you know what let
me try that. Let’s see if I can come up with a ques=on. This is ge^ng off track a liRle
bit here but the feedback that you get ader you run ads for a while you get feedback
from the audience. You will see them leaving comments, liking your page or not liking

your page or you. And I’ve found ader spending you know, a million dollars on ads with
Brian Moran and then just recently trying this angle, that the ques=on there’s hardly
any nega=vity in the comments. I’m not like a psychology expert here but there’s
something going on here that is really working well when you ask a ques=on versus
make a statement.
The real purpose of this one, any ques=on won’t work. It has to be a ques=on that the
answer that you want them to come up with in their head is a yes. You wouldn’t want
to ask them a ques=on that their ini=al answer is going to be no. So if you get your
targe=ng right , which I think I have done here you know, want to see the FB ad
strategy that can boost your profits by 70%? Well yeah. If I’m using the power editor or
I’m in one of these other interests, yeah I’m going to want to see that.
Bob: I love the idea first of all that you are making it easy for you to review your numbers
based on naming your ad sets by the audience that you’re targe=ng. I love that you’re
ge^ng the opportunity for people to answer a ques=on that’s a yes. On occasion,
people will take that informa=on and say oh I should ask a ques=on and the ques=on is
something like what are the three secrets to success in da=ng as opposed to do you
finally want to have a second date. You know there’s a difference between -‐-‐
James: Sure.
Bob: -‐-‐what the open loop is for that conversa=on. Go ahead and open that one of those ad
sets up again. I also love that you have a very short copy underneath of your picture
because that’s also testable. You have an if/then ques=on so if it’s a yes then watch this
four-‐minute video and then no email required I think is very powerful. So talk to us a
liRle bit about what has gone into that par=cular languaging on your tes=ng.
James: Again just back to reading, copywri=ng books, the if/then statement is really short and
punchy and it just seems to work. So and again on Facebook people are busy. You know
you don’t have =me to put a lot of copy and it’s got to just be really crystal clear. The
reason I think this works so well is if they only see the headline that says then watch
this four-‐minute video, they only have part of the story. So they’re going to go up and
then read the post text, which asks the ques=on. If they see the ques=on first then of
course their eyes are going to be drawn down and they’re going to read the headline.
I only have numbers to back up that it’s working but I think that has a lot to do with it.
Bob: One of my last ques=ons about this par=cular ad set is you have one like and three
comments and obviously different types of ads you’ll have perhaps 100 likes and no
comments or 100 comments and no likes. How much do you pay aRen=on to those
comments as they’re coming in? Because I have seen some ads that run and they just
get a massive amount of Facebook trolls that post both posi=ve and nega=ve things or
try to hijack their threads?
James: Well whenever I get a no=fica=on and it will say so and so commented on you know,
such and such ad because I have so many ad sets and there’s so many ads. I have to
track it down and chase down that ad.
I’ll go in there and I monitor that in either to reply if it’s a troll then of course I just
delete it and ban that person. But yeah I definitely pay aRen=on to that. Because like
you said some=mes I’ve seen ads run so long and there’s like hundreds of comments

and it’s all just nega=ve and you’re wondering where you know where the guy is that’s
running that ad.
Bob: Cool James. So the next ques=on I have for you is as you are pu^ng these campaigns
together, the next step for people ader they have clicked on your ad is where do they
go to. So talk to me a liRle bit about the different landing pages that you’re using and
tes=ng out and what are some conclusions that you’re drawing?
James: All right. So when I first created this campaign, there was a couple of different pages I
tested. One, here I’ll just show you the first one here. This page here was a template
from LeadPages™ ™ and I just like the whole – I like this par=cular template because I
get to ask them a ques=on, which can frame them in a way. Just get some thinking
about a ques=on and gets them more involved. It’s more of like the two-‐step opt-‐in.
So I really like this page so I wanted to test it. So I ran traffic to this page and then I also
ran traffic to this page, which is also a LeadPages™ ™ template. The difference in the
two of course is for this one I delivered the content right off the bat. So instead of like
if you look at the copy here, you want to see the super simple Facebook ad strategy
that can boost your profits and that =es in perfectly from the ad. But in this case I just
gave the content away and then at the end I men=oned that I have something for sale
and they can opt-‐in to get it.
So four minutes of content, four minutes of really good numbers, really proving, you
know, making my case for retarge=ng and then I ask them for the opt-‐in to then get
more informa=on about the $10 report and to learn more about retarge=ng.
Bob: Can you scrub to the end if you have any visual of the call to ac=on that you had at the
end of your video?
James: Sure right here.
“And if you want more informa=on about retarge=ng or you’ve never done it, or you’re
not sure how it works, click the link below this video and opt-‐in to watch another video
that explains all about retarge=ng. This will give you the basic ideas of how to get
started and you’ll also learn about a report that I offer called the insider’s guide to
retarge=ng on Facebook. It really basically gives you this exact ad that we’re using and it
breaks it down, breaks down the psychology, breaks down the whole thing so you can
just implement this immediately just copy and paste and implement.
It’s on sale for $10 right now so if you’re interested in that go ahead and opt-‐in, check
out that next video. But if you already know what you’re doing and you’re already good
with Facebook ads, absolutely immediately start implemen=ng retarge=ng campaigns
because there’s just huge, huge profit in it.
So that’s it for this video, if you want more informa=on, click the link below, opt-‐in and
I’ll see you in the next video.”
Bob: Fantas=c. So I love that this par=cular video as you said this isn’t something that’s
hidden behind an opt-‐in. This is something you’re giving away and this is called a
reverse squeeze. So talk to us a liRle bit about that concept of reverse squeeze a liRle
bit further.

James: So this one here you know, back to this page, I’m asking my visitor for something before
I give them something. So it’s just like hey give me your name and email address and I’ll
give you this thing. And that works. I mean you can get huge opt-‐in rates, 60%, 70%. I
have one page actually in my LeadPages™ account, 400 opt-‐ins at 68% conversion
rate. It’s crazy. So definitely I mean you can absolutely get insane opt-‐in rates with
these types of pages. This page here the opt-‐in rates are a liRle bit lower. But the
reason I like this beRer is because you get to reframe them, you prequalify them for
your offer.
There’s two schools of thought. You could get you know, a 68% opt-‐in rate and just get
thousands and thousands of people on your list but then you send an offer to that list
or send content to that list and it’s very responsive. Again this is just from my own
experience. Everyone has a different story to tell. But so for me the reverse squeeze
page just worked beRer. It was really all about the numbers for me. When I did the
reverse squeeze like this here where I gave good content first with a call to ac=on, "hey
opt-‐in to learn more" the sales conversion rates were a lot higher for me than when I
send people directly to this page.
So I stuck with this even the very first funnel that I built in 2010 for Facebook, so cold
Facebook traffic, this type of funnel worked best in 2010 and it’s working best for me
now based on just again the sheer numbers just the proof.
Bob: You prequalified those folks so those that are joining your list are higher qualified and
resulted in more communica=on in a posi=ve direc=on, which I love because we do
obsess here at LeadPages™ with conversion in all levels right? Some=mes there’s
higher conversion on the subscrip=on base, the response is a higher list growth but
lower conversions on the sales and perhaps lower open rates over =me.
So all those things come in to be considered. On this page, you’ve men=oned to me
Facebook is star=ng to shy away from enjoying pages like this or saying that this is an
appropriate page. So what are some of the changes you’re making to your landing
pages as Facebook con=nues to modify what they want to see in landing pages from
their ads?
James: They want to see like if we come down here, absolutely they want to see the
disclaimers, privacy policy things like that, all updated. You can’t just steal privacy
policies from some other website and this stuff has to be legit. Contact informa=on
whether it be just a link that says contact and then all the contact informa=on is on that
page, they want to see a logo and just there’s some other naviga=on on the site. So this
is my home base, this is my blog and I’ve recently started tes=ng traffic to this page
right here , which is very similar to the LeadPages™ one but there is at the boRom here
a contact link, all the terms.
I s=ll can do a beRer job on this page in terms of maybe adding some text below the
video here. A LeadPages™ template will be perfect for this where you can just go and
edit the different fields and just maybe add more informa=on, really take the
informa=on from this video, and write it out below this video.
Facebook wants their visitor or their user to immediately understand what that
company or what that person is all about.

Bob: Thank you for that. That’s really helpful and I love the templates that we have that are
PPC ready.
James: Right.
Bob: So you know basically what you’re telling me is Facebook is star=ng to have as strict
rules as Google and following the lead of over-‐delivering and over showing and being
transparent is what they’re looking for.
James: Right.
Bob: In their landing pages.
James: Correct.
Bob: And I also love that you’re taking advantage of one of our other features of LeadPages™
here by including the func=onality of the two-‐step opt-‐in on your website by using an
image of your buRon and connec=ng to the LeadBox™. So take me back inside of your
dashboard again of your Facebook account and talk to me about some of the other
number decisions that you have. We see cost per conversion and we see the different
types of results that you’re ge^ng. What is going into your mind when you say this is a
successful campaign or this is not a successful campaign?
James: Back to the numbers. It’s all about the numbers. I know just based on the sales, I know
what each email lead brings me in terms of revenue. I do it by cost per checkout so if
we go into our editor here and I’ll just break this down on them, we need to go into
that many of them. So off here into the corner you’ll no=ce that for this ad right here
there’s been 41 conversions, $3.22. This is important but it’s s=ll doesn’t give us the
whole story.
$132, okay so $132 spent seven checkouts. So I did the math earlier and that was $18
per checkout. Okay. So I paid $18 to acquire a new customer. You might think well if
you paid $18 to get a new customer, how much did you earn from that customer? Well
if it’s a $10 report, it sounds like I’m losing money right? [Laughs] But I know for every
fourth person that buys the $10 report, they’re going to buy the $97 upsell and then I
know 15% are going to buy the $1.97 upsell ader that. So for my numbers in par=cular
for this funnel and this ad right here, I earn a liRle over $40 per customer. I’ve talked to
a lot of people about Facebook ads and all they care about are what’s your click-‐
through rate, what’s your cost per click? What do you spend and you know, what’s your
op=mized CPM cost? 283, 1583. Like those numbers honestly I don’t look at them, I
don’t care about them. I don’t care anything about what I’m paying per click or anything
like that. All I care about is what I’m paying per checkout.
But before I can even care about what I paid for checkout, I need to know what I earn
overall and you know, the ini=al customer value per checkout. In my case like I said it’s a
liRle over $40. Now at first when you’re first star=ng out with Facebook ads, you’re not
going to know that so yeah be prepared to outlay some cash un=l you get the numbers.
So the most important thing I guess I could say here is when you first start with like ads,
you’re really buying data. You’re learning what doesn’t work and some=mes that takes a
lot. That’s just something I think that is really important for everyone to understand.
You can’t just create an ad and spend $100 and go oh man that didn’t work. Facebook
ads don’t work, I’m out of here.

Bob: Yeah. There’s definitely a learning curve. Part of the point of this course is to shorten
that but you will s=ll have that trial and error for yourself of what it’s going to take to
get that profitability. But I love the focus here. You’re not actually even calcula=ng into
the life=me value because that’s going to be much higher but at least this funnel
value-‐-‐
James: Right.
Bob: -‐-‐ of each customer is $40 , which gives you a framework of saying what can I spend.
So for you watching this video right now in this module, I want you to be thinking about
through other sales channels that you have when you do acquire a customer, what is
your revenue over the course of the first day or the first month of that customer’s
rela=onship with you and use that number as the basis for the rest of your decisions. So
you can say well if I get one customer they’re worth $200 to me does that mean that
you can spend a certain amount of money per month or per day on your ad spend?
Because that’s going to be an important part of how frequently you can ramp up and
everything else.
James: Absolutely. When you’re star=ng with all these different campaigns it’s so important
that you know your numbers of at least work toward knowing your numbers. I mean
everyone thinks the goal is turn on ads and make ten grand a month or 20 grand a
month or whatever your goal is and you live like a rock star.
Bob: [Laughs]
James: Uh-‐huh. The goal is to find out what works and what doesn’t and then when you find
out what works, you scale the heck out of it. So, in this case, like that one ad that I was
just on I think it was the power editor one, that one is like the best performing one. But
I’ll have one down here, this Jon Loomer Digital, paying $11.84 per conversion.
Probably let’s see. Okay. So two checkouts for $79. So it will be like breaking even on
that one.
When I first started this campaign there were some=mes what I did make in terms of
profit you know, because I spent $13 per checkout on a couple of them, what ended
up happening is you’re losing on the others so it’s like you’re – you know what I mean –
you’re breaking even.
So for me my objec=ve is to get coaching clients. So if we go up to my blog, ul=mately I
want people to come to the blog ader they have purchased my product and I send out
good content for them to come here and click work with me. For me, the whole
purpose of this campaign is to generate really high quality leads that I could bring on as
poten=al clients. You have to have a backend strategy.
Bob: Talk to me a liRle bit about that Tim Miller product. So you have a consul=ng
arrangement, a coaching rela=onship that you ul=mately want to have with your
customers.
James: Uh-‐huh.
Bob: Walk backwards for me for those that are having a similar scenario and they don’t have
a front end product that’s $10 or $50 or 100 bucks or whatever. What did you choose
as that small piece of ac=onable content that people would be willing to pay for that
serves as a break off point from coaching with you directly?

James: The piece that I broke off was retarge=ng. Ul=mately I want to work with you when I
want to do Facebook ads. The reason I put together a retarge=ng report is because
once you understand it, and really start to dive into it, it’s the highest ROI from
retarge=ng. I’ll just give you the quick 30-‐second thing on retarge=ng.
If you’re already ge^ng traffic to your website like one of my clients is a retail sales
personalized cake pans. So ul=mately I have like an e-‐commerce site. He was already
ge^ng tons of traffic from Google and doing a lot of revenue per year. We came in and
we set up retarge=ng ads. It’s all we did -‐-‐ just turned on the retarge=ng ads. We’ve
been able to generate 700 new customers for him. Each customer is worth $60 and we
paid $5 to acquire each and every one of those customers.
Bob: Uh-‐huh. That’s awesome.
James: So the piece that I pulled out, so the advice that we could give anyone listening to this
is doing a similar thing with a 1-‐on-‐1 offer. It's the thing that can get them the quickest
result with the highest return. That’s what I did. Because I mean we can teach Facebook
ads but there’s a lot to it. But retarge=ng is something that’s such a high ROI because
people already know you, like you and trust you. They’ve been exposed to your brands
so it’s just an easy – it’s the low hanging fruit, it’s an easy fix.
Bob: Yeah and it’s actually a preRy easy thing to implement, which surprises a lot of people
when they get into it.
James: Yeah.
Bob: It’s one of the things I love about that. Let’s again translate that for you watching it. I’m
assuming that you’re not marke=ng on Facebook. Adver=sing on Facebook is what
you’re doing, but you have some other type of business that you’re running. What is
that minimum effec=ve dose that you can offer to somebody that gives them this
feeling of empowerment that gets them the feeling of sa=sfac=on, but also says to
them if this is something that I can learn that fast from this person I’m sure that in that
$10 report you say here’s the answer to the ques=on you ask. Now here’s the other
stuff you should be thinking about and that’s where I can help you out. Is that a fair
piece of content that’s inside of that report?
James: [Laughs] It’s funny that you ask that. Whenever we’re pu^ng together stuff like these
funnels, I’ve learned over the years to kill the perfec=on, kill the perfec=onist that we
get something out there and then change and alter as we move on. So no it’s not in
there. It’s strictly retarge=ng. It strictly talks about how to literally take screenshots and
everything on how to do retarge=ng setup and it gives them the actual ad copy like
examples of ads, retarge=ng ads so that they can model.
What I’m doing though to get, to let people know is that once a week as you can see
on the screen here, I publish a video, good useful content. Hey like for this one you
know, how to use Facebook’s audience insights to find poten=al customers. And then
at the end of each video there’s a small call to ac=on that says hey if you need
Facebook marke=ng help, let’s talk.
So that’s what I’m doing. So it’s like an aderthought but it’s working great. Whether it’s
in the content you’re selling or it’s in the follow up that you’re delivering via email and I
love these blog posts because they con=nuously engage and there’s not a lot of them

right? Like you’re not pos=ng something all the =me necessarily but you are pos=ng
them frequently enough and you have it in your follow-‐up sequence that it brings
people on a journey from first ge^ng to know you and ge^ng to know one answer to
the retarge=ng ques=on.
And then con=nuing on other aspects of what they want to learn about.
James: Correct, yup.
Bob: Perfect. So my next ques=on for you James is about targe=ng and there’s all kinds of
opportuni=es to target different things about interest and behaviors and loca=on and
all kinds of stuff. So talk to me a liRle bit about what is going through your mind as
you’re making an ad set when it comes to targe=ng.
James: Okay. Yeah sure. The behaviors is a really powerful one. I talk a liRle bit about one guy
that I work with. He has an e-‐commerce site like I said who sells the pans right,
personalized cake pans. So for the target I’m going to go into mine and then I’ll just talk
about what I do with mine and then what I did with his as well.
So under interests for this one of course it’s power editor and that’s the same name as
this ad set so that’s how I break things down. The interest is usually the same ad set
name. Then down here for behaviors you’ll see I say Facebook page admins. And there’s
like 11M in this group. So my thinking was if you're a Facebook page admin you
probably know about ads for the simple fact that you know Facebook is always pu^ng
that liRle banner on your page. You know, when you’re logged in as admin that says hey
promote your page or create an ad.
So that was my thought process behind this. Let’s start with the interest of power
editor and there may be like if we stood over here it says 6400 people. Well there
might be 6400 people in the power editor audience but then when I add the behaviors
of Facebook page admins, then that breaks that audience, it makes that audience even
smaller. For Facebook ads, smaller is beRer. Everyone thinks, Yeah I want a pool with
like 20M people. Well not unless you have a really huge massive PO product. That was
my logic behind behaviors, but the coolest thing about behaviors too is there’s a lot of
categories such as ac=ve credit card use. So it wouldn’t hurt for anyone who’s crea=ng
Facebook ads under behaviors to select ac=ve credit card user especially if you’re
selling online. That’s what I did for the guy who sells cake pans, we selected baking and
we selected above average spending. The baking fell under the purchase behavior
category.
Bob: One thing that really triggered in my brain as you showed this is the Facebook page
admins is a very obvious. Well of course that works for you because you’re marke=ng
Facebook adver=sing and consul=ng. But for any of you watching this video if you’re
selling to any business of any service or program or product or coaching or whatever
knowing that you can sort the behavior by Facebook page admin means that you are
directly talking to people who are ac=vely involved in their company’s marke=ng
whatever their company is.
So don’t gloss over the fact that this Facebook page admin could apply to your business
if you have a B2B program or service that you offer. That’s really awesome and I love
this idea of people who have credit card spending or above average spending because
like you said if want to sell online, which generally speaking someone who’s doing

Facebook adver=sing is going to have the result of an online sale. That’s a beau=ful
behavior to narrow down on so that you can just focus on people who are prequalified
to work with you or to apply to your products online.
James: Definitely two things I wanted to share real quick. Because some people may be
thinking well, where do you get these ideas? For instance, there’s this power editor so
for me that was easy. But you might be like well, how do I find audiences to target on
Facebook? So right over here when you log into your ads manager account you’ll see
something called audience insights. Such a simple tool but I’m embarrassed to say that
it took me a while to figure it out. I select everyone on Facebook loca=on. We’re going
to use United States. Age we’re going to use. Any will do, you know, I don’t know -‐-‐
we’ll do a man, we’ll do like interest.
Let’s say I have a golf product so I’m going to select golf. This is people on Facebook,
men 18 to whatever who like golf. Then you come over here -‐-‐ and this is how I use it
-‐-‐ I come over here to page likes and this top category here it gives me golf channel,
NBA on TNT. It gives me golf, PGA.com. Not always, but many =mes these right here,
these words that you see here are these categories, these people, Tiger woods, Bubba
Watson, you can plug that in. You can just start typing that into interests when you’re
crea=ng your ad and then you’ll be able to create an ad set around Tiger Woods. Rory
McIlroy. You’ll be able to – you know, like I have it structured. So you will be able to
create individual ad sets based on the page likes for these top categories.
And then down here, this is actual Facebook pages so this means you could definitely
target golf, Tiger Woods, sports center, PGH world, ESPN and then create an ad set for
all of these to find, which one of these interests is more likely to buy your product.
Bob: That’s really awesome. You know we could dig into that part all day long.
James: There’s a lot. I mean there’s household income, there’s so much informa=on here about
people and that’s interes=ng because you can then go in and see like home ownership,
57%. You can show ads to only to people who own a home. You can go crazy with all
this stuff. You can put ads in front of people who are engaged, divorced, single, if you
have a weight loss problem for instance. You can really hone in and find exactly who’s
willing to buy your product and that’s the key with Facebook ads. You want to find the
smallest pool of people that are most likely to buy your products. You have a mass
appeal product, go ahead, shoot for females in the United States between 20 and 50
and you’ll target 50M or whatever and that’s all right.
But if you’re like you said -‐-‐ B2B or you’re doing something a liRle more niched -‐-‐ you
got to really hone in and find out by tes=ng, which of these interests are going to buy
your stuffs and then you scale up the ones that convert.
Bob: Can you also click on purchase real quick just to show that screen. So I think that’s a
really eye opening one as well. You know, their purchase behavior and what kinds of
things they buy?
James: Sure.
Bob: It’s a liRle freaky to me and creepy that Facebook knows this informa=on about so
many people.
James: I know, I know.

Bob: But it’s part of the world we live in and as a business it’s nice to be able to take
advantage of that and fine tune things. One of the things that I glean from your
conversa=on with me here today James is that even if you have that large appeal
product, or you think you have a large appeal product, it’s important to s=ll narrow
down your audiences and have mul=ple very focused audiences because that ad sets
that you run you can target the language, the imagery, the call to ac=on buRon, all of
that can be targeted towards that small focused group as opposed to trying to make
ads that would appeal to those larger audiences. Then you just run mul=ple ad sets that
make each individual ad appeal to that narrow group but in combina=on you really
address that larger market in a very focused and profitable way.
James: Yes. Exactly.
Bob: So speaking of crea=ng a ton of ads,
James: Yeah.
Bob: -‐-‐one of the things that annoys me about Facebook ads is the tediousness of crea=ng
mul=ple ads and ad sets and all that stuff especially if you want to get as niRy griRy and
narrow focused as possible for mul=ple audiences. So you revealed to me before we
started talking on this video that you have a secret weapon to create ads a liRle bit
faster. So talk to me a liRle bit about that.
James: Yeah it really is a =me saver. I’ll just click over here. It’s called Qwaya. It looks similar to
the Facebook ad’s interface. I could spend hours going through this, but they do have
templates that once you create an ad you can just click right here and it brings up all of
the stuff that you put into before. So the post link, the post text, the headline, the
descrip=on and then your different images. So If you no=ce that two headlines, or two
post texts, four images. If I click create, it just created eight ads.
Then I go over to the targe=ng. Let’s go to this screen. Now this is where the =me
saving happens. So you can plug in all your states that you want to target, the loca=ons
or countries I should say. Well heck you can get down to state and city as well. You click
split, what will happen is you’ll no=ce at the very boRom here, I know it’s super =ny but
it says splits into four segments. Those segments are an ad set and if I just click the
buRon now and created it, we’d have four ad sets one for United States, one for United
Kingdom, one for Canada and Australia. Same thing over here.
I’ve put in all of these interests right here. If I click split, now we come down to the
boRom. Now it’s going to create 92 segments with probably eight ads in each one
purchase behaviors, same idea. You can click browse and really this is all pulled from
Facebook. Their API is just pulling all of this informa=on in from Facebook. So if I go to
like digital ac=vi=es, we have online spenders, ac=ve, we have just endless amounts of
different for behaviors again.
So I’m just going to go ahead and click use. So now it went in and created those 92 ad
sets automa=cally. Now I click publish ads and you’ll no=ce over here I’m not going to
do it but it says generate 736 ads each of them nicely organized in their own liRle ad
set. You click a buRon it does its magic and then when you come back to your accounts
and then you [Laughs] see each ad set created and then inside each ad set you’ll have
those ads.

This is how long it would take you to create 93 ads, it would take you I mean it would
take you hours to create nine -‐-‐
Bob: Yeah it’s like at least five minutes per ad at least at a minimum right?
James: Yeah and if I would have just clicked the buRon, 736 ads would be created in a maRer
of two minutes here. I’m done for the day. The ads are going to get uploaded. They’re
going to get approved, they’re going to get turned on and you’re good to go. And you
could even go even deeper track se^ngs if you have your conversion pixels it pulls that
in so you can select conversion goal whether it be leads and customers.
Google analy=cs tracking adds the UTM source at the end and fills in all this
informa=on.
Bob: Uh-‐huh. It’s cool.
James: Yeah it’s really cool and basic se^ngs again you will just – you do the campaign name,
the ad prefix here is going to be the ad set. If I typed in A you could see where I would
say A. When AU/ you know, smart passive income with Pat Flynn. So it puts everything
in its own ad set. You set the budget for each individual ad set then you select whether
you want to use you know, CPC, CPM, op=mized CPM or the Facebook pixel.
And then you just click the buRon and hit publish boom, 700 ads are created at
lightning speed.
Bob: Real quickly your bid op=ons, which do you prefer to use? We’ve been having different
viewpoints and opinions and I love to hear yours.
James: From my experience the difference between my cost per click and then op=mized CPM
from the pixel, is that I get more traffic when I select op=mize CPM. Once you get
some conversions on your tracking pixel and then you select op=mize CPM, Facebook
will try to go out there, in the audience, in the interest that you selected and match
from that pool, those that have already converted on that pixel. That works really well.
So some rule of thumb, like Qways says in their documenta=on they’ll tell you to start
with CPC, use a conversion pixel though but start with CPC un=l you get at least 25
conversions. So once you get 25 checkouts or 25 sales then you could redo your
campaign, select op=mize CPM and then if you pull the strap down, it will give you a
like right here where it says retarge=ng guide customers. They basically have a list of
people that have become accustomed.
Bob: And when you put in the USD value here are you pu^ng that in based on your
customer value or the amount of money you’re willing to spend?
James: For me when I’m first star=ng a new campaign, because I have let’s say so many
different ad sets of just say you know, 30 or 40 different ad sets, I’ll set the budget low
because it’s per ad set. So $10 it’s going to – 92x10. So we’re going to spend you know
$920 altogether but only $10 per ad set and it doesn’t take long to separate the weak
from the chafe. So you can see literally within a day or so, which ones are conver=ng
because it’s such a small budget per ad set.
To answer your other ques=on the op=mize, this is what you have to put a price in
based on what you’re willing to pay for a conversion. I usually select leads and then I
type in the default, which is 30. It’s not like the CPC. If you can get a conversion for a

dollar it will give you a conversion for a dollar, they’re not going to spend 30 just
because you said you’re willing to spend $30. So I always set that to 30. If you set it
any lower just because you’re scared or whatever the heck if you’re like well I only want
pay you know $3 a lead. They may not send traffic to that ad set or to any of these ads.
Kind of like if you bid too low on CPC they want some traffic.
Bob: Cool. That’s a great, great =p and again know your numbers so that $30 to you, $40 is
what you’re looking for ul=mately. What we’re finding in house here at LeadPages™ as
well is a very similar process where we trust that Facebook is doing everything it can to
keep you as an adver=sing customer and wants to deliver the kinds of traffic that’s
going to result in sales. Well James I love the explora=on of that, really awesome tool
and I can’t wait to explore that for our business as well. I don’t think that we’ve been
using that par=cular system. Is there any ques=on that I have not asked you that you
think that’s new Facebook adver=sers or frustrated fab adver=sers should know as they
proceed forward in marke=ng their business?
James: Yeah I think the only thing we really didn’t talk about is more of like the funnel
op=miza=on in terms of the upsell sequence. Because when I first started this
retarge=ng campaign, I had a $47 upsell. The first upsell is $47 and it was not
conver=ng very well. So I was struggling to breakeven. So I redid that video, added
some more value, added a couple of bonuses and raised the price to $97 and the
conversion rate doubled.
Bob: And that’s -‐-‐
James: So the conversion rate doubled and then the sales quadrupled because of that. That’s
important if you’re looking at your numbers, you mean like I can only earn $50 from a
customer because that’s all I have. I have one product at $50 but man it’s cos=ng me
$75 to get a customer, I’m losing $25. This won’t apply to everybody. But if you’re
doing digital marke=ng type things, the focus isn’t so much to rack your brain on how
you can make those Facebook ads beRer. The easiest, quickest thing you can do is
tweak the upsell, add an upsell. You’ll see amazing results by just doing that. One of the
quickest things that I learned from working with Brian is my $97 upsell is really just the
video version of the report along with a bonus Facebook ads training. So you don’t
have to go crazy racking your brain on do I need another product for my upsell? Well
yeah it’s ul=mately going to be a product but it doesn’t have to be like this en=re brand
new thing that you create from scratch. It literally can just be a different format of the
current thing that you’re selling.
Bob: That’s a really great =p. We’ve seen a lot of success in that. It’s beRer format upsell
than having the same material and just going in either more in depth or even just
presen=ng it in that different way. Transcripts from audio or taking a report and turning
it into a video walk through of what would normally be just a series of screenshots or
text.
James: Right.
Bob: So I love that =p. It’s really cool.
James: Yeah it made a huge difference and then for me I s=ll wasn’t happy so I added a third
upsell at $197 and that thing really put it over the edge. So I’m able to scale. What
you’ll find with Facebook ads, you’ll get to a point when you’re really trying to scale it

up and you’ve hit that part where you were spending you know let’s say in my case like
right here $5 of conversion ramp up the traffic to $5,000 a day and then all of a
sudden that cost per conversion jumps up to $15.
So the higher amount that you can earn allows you to scale faster and larger.
Bob: Very cool. Well James, thanks so much for jumping on the call with me and going so in-‐
depth inside of your personal dashboard, of your business. Where can people find out
more about you and the kinds of addi=onal Facebook knowledge that you’ve got in
your scope?
James: Yeah, yeah that would be great. Yeah just my blog at JamesGrandstaff.com.
Bob: So head over to JamesGrandstaff.com and I would love for you to take a look at what
James is doing not just on his Facebook ads so you can model that, but also what is he
doing for the content he con=nues to deliver to his audience. On his blog, you’ll see the
ad that says: "would you like to see the stupid simple Facebook ad strategy?" and then
go through the process just like your Facebook subscribers will do as they worked to
have click through the ad. And see what James does and take a look to see what you
like and then apply that to your business in a way that makes sense to you. James
thanks so much for jumping on this call for me and teaching our audience such an in-‐
depth geeked out numbers and all. I appreciate it.
James: Yeah men you’re welcome it’s been great.
Bob: Talk to you soon.
Now before you go on to the next module, make sure you’ve downloaded the materials I’ve
created for you to ensure your Facebook adver=sing success.
Simply click on the buRon below to download all the videos, audios, handouts, and the Facebook
Adver=sing System mindmap. Just enter in your email address and let me know where we can send
those files to your inbox.
When you’re ready, go ahead and jump into the next module and I’ll lead you further down the
path of growing your business with Facebook adver=sing and LeadPages™.
More From LeadPages™

Check out the newest post on our blog (blog.leadpages.net)
Check out the latest episode of ConversionCast (www.conversioncast.com)
Login to your LeadPages™ account (my.leadpages.net)
Not a customer yet? Join LeadPages™ today! (www.leadpages.net/nextstep)


Facebook Advertising System LeadPages Transcripts 10 PDF

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Facebook Advertising System LeadPages Transcripts 10 PDF

Caricato da

Copyright:

Formati disponibili

Transcripts: Module 10

Bob The Teacher, Marke.ng Educator at LeadPages.net

More From LeadPages™

Potrebbero piacerti anche