Action Items for this Week REVISED · 2016-06-07 · In this webinar, we talk about: The Routine Stories from our Facebook group The Facebook pixel Custom Audiences Look-a-like Audiences

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June 6, 2016 Welcome to 100K Factory Ultra Session #8 workshop! In this webinar, we talk about: The Routine Stories from our Facebook group The Facebook pixel Custom Audiences Look-a-like Audiences Brent s Targeting Talks

Action Items for this Week (0:15:00)

Create all 3 custom audiences Incorporate lookalike audiences into the

REVISED (0:16:38) Wake Up and Smell the Routine

As discussed last week, this will be your standard business practice every day, every couple days, once a week, and once a month:

http://www.100kfactory.com/ultra/


Every day, or just weekdays

Check on your websites Process your orders

Move money from Paypal to your bank (etc) to cover your ecom bills Every 4 Days

Evaluate ALL running ads

Scale up, scale back, or kill the ad NEW: Create one new adset targeting one of the look-a-like audiences

from your portfolio of 12 Once per week

Try out one new audience for an existing product

Try out one new product for your niche website, going through all the

NEW: Check for enough data to build the 3 look-a-like audiences until all 3 are built (this will result in 12 total look-a-like audiences)

Once Per Month

At the end of each calendar month, calculate your Gross Profit Margin for that month (When just starting out and you do not have a full month of sales, use 60%)

Calculate Net Profit (Gross profit and net profit is discussed in detail in Session 7)

The Big Picture of the Routine (0:20:50) You have your niche site with 2-5 products, and ads running to all these products. Each product will eventually run ads targeting look-a-like audiences.



Basically, you are constantly expanding audiences and products, and all your ads are constantly under review. This allows you to manage and correct ads in an easy paint by the numbers way and and keep making money.

Custom Audiences vs. Lookalike Audiences (0:22:50) Don t get confused! Here are what they are: Custom Audience Something you ll only do ONCE for the entire website, and Facebook continues to grow this audience without your intervention. Look-a-like Audience These are built FROM the custom audience. The bigger your custom audience, the better the results.

The Facebook Tracking Pixel (0:24:24)



A pixel is a snippet of code that tracks and collects data about your visitors from your website. Every time a visitor goes to your website, Facebook gathers data on who it is and adds it to your custom audience. A custom audience is made up of people who have visited your website. The pixel tracks this and builds your audience for you. Behind the scenes, Facebook has been collecting this data for you ever since Session 2! Now it s time to use this info.

Using our custom audience, we can find out who has:



Visited your site Put stuff into a cart on your site Bought stuff on your site

Just by visiting your site, it shows that these people are interested enough in you and your niche to visit you. By using customs audiences, you can: Retarget people (we will get into this next week) Build look-a-like audiences (see below)

Custom Audience Creation (0:28:00) When somebody visits your website, and with the Facebook pixel active on your website, Facebook will begin to grow your custom audience. If and when they match your visitors with registered Facebook profiles, they will then know all their interests, and add it to your custom audience, like so:

Once your Custom Audience grows to a certain statistical size, you can use this audience further. Facebook will be able to create patterns and matches with other Facebook interests and profiles. To build one (we will be building 3), go into your Ads Manager account and click Audiences: Audience #1: Everybody to your website



Click on Create Audience, and select Custom Audience:

From there, select Website Traffic you could also upload a customer list, if you had one, or the audience if you collected data from an app you were using

since we are collecting data from our website, choose Website Traffic:



Create one for all the traffic that comes to your website. For the URL, use your own:

Add a name (TGSS Entire Site for us), then click Create Audience. Audience #2: Everybody to your shopping cart Now, create a 2nd Custom Audience. Go through the exact same steps, but this time add Contains cart , then click Create Audience:



Audience #3: Everybody that buys something Now, create a 3rd Custom Audience. Go through the exact same steps, but this time add order-received , then click Create Audience:

So, you will now have THREE custom audiences:

1. Traffic to your entire website (Your URL Entire Site) 2. Traffic to your shopping cart (Your URL Cart)



3. Traffic of people who bought something from your website (Your URL Purchase)

To be clear, you are only using one Facebook pixel, and creating three audiences from the data tracked from that pixel. You can now see your custom audiences it will take some time for these audiences to become available, as the pixel needs to track and build a statistically significant database of audience numbers for you (at least 100 people). The more people to your website, the faster this will be created. You only have to create custom audiences ONCE, per niche website. (Not your test site.)

Tip: You can also get creative with your custom audiences. Since you now have a custom audience of actual people who have visited your site, you can run an ad like this to them: Hey, we noticed you visited our site get 25% off now! Or, you can run an ad to your custom audience who proceeded as far as your shopping cart but ended up not buying: Hey, we noticed you still have stuff in your cart. Come back now and get 25% off your purchase!



Lookalike Audiences (0:35:26) A lookalike audience (or look a like, or look-a-like), is created from your custom audience. When creating one, Facebook compares profiles, interests and other demographics in your custom audience, and then goes out into the entire Facebook audience to find similar matches. This is better explained by an example: Say you have created a custom audience of people who have made purchases on your site. After 100 purchases, Facebook will have tracked 100 people and you are able to use that custom audience. Facebook will analyse the common characteristics, demographics and interests of these 100 people, and then go out and find people with similar characteristics. The theory is that if people who bought your product has these certain characteristics, then other people on Facebook who share these characteristics will also be interested in your products. This will create an incredibly powerful audience to market to, because they share traits to people who have already bought from you!

Creating a look-a-like audience is similar to creating a custom audience. Go into the Audience section of your account, but instead of selecting a Custom Audience, we will create a Lookalike Audience:



Next, choose the Custom Audience you previously created as the source, and is available (at least 100 people):

We want to create 4 different lookalike audiences (click Advanced to choose this). Why four? So we have a variety of audiences to choose from. Each lookalike audience will have different people within, but all will be similar to your custom audience source.



Once created, it may take a day or so for them to become available. When they are available, we can now create ads to these audiences! Instead of targeting interests, simply target your lookalike audience it is highly targeted, and even more targeted than we were doing before, because this audience share traits to those people who have actually visited and bought from your site. Our greatest CTR and sales are from ads from our lookalike audiences!



Eventually, as seen in your action items and The Routine , you will create 12 lookalike audiences per niche website 4 per custom audience you created. Since you won t likely have 100 visitors for your bought custom audience, this may take a few weeks. These audiences are made for your niche websites. You could try it on your test website (there s no harm in doing so), but we recommend building custom audiences on your niche websites. (0:48:46) Question: Up until now, we have created ads per product. Now, with custom audiences and lookalike audiences, you are saying we will be targeting people encompassing our entire niche. Is this wise? For example, for a camping website, somebody who buys a canoe paddle could be completely different than somebody who buys a compass. Wouldn t this make our audience less targeted, since we are including both? Answer: This is correct. We are expanding our reach by marketing to other people. Remember, you will still be targeting ads to both the canoe paddle and the compass. You will now be targeting a brand new audience to expand your reach. And remember, these people (and similar people) are pre-qualified, because they have been to your website. An example of one ad using lookalike audiences for our niche site (14 days):



Some tips for using custom and lookalike audiences (0:53:00) Imagine you have one or two products that are bringing in most of the sales. You can create a custom audience specifically for those people who bought that one item. So, for example, say a majority of people are buying your kayak paddle. Then, look for another kayak accessory (wall mount rank, maybe?), take that audience that have already bought your product, and create an ad targeting only those people who have bought your kayak paddle (and, if you wish, those lookalike audiences who share similar traits to those who bought from you).

You can not only target those who have bought your product, but those who have merely looked at your product page. Again, target them with an ad offering a special discount if you buy the product they were looking at, as well as other accessories. There s multiple creative ways to advertise and gain sales using custom audiences!

100K Ultra Facebook Page Success Stories (0:58:28)









Brent s Targeting Talks (0:59:26)

On the Facebook group, Brent has been giving some impromptu chats with members and answering questions (sort of a Brent Said ). #1: This ad is not converting low CTR - what is wrong?

Brent is thinking it could be the audience the indicator was the low click through rate. So, let s test and refine it:



Within 48 hours of targeting this new audience, the member got a sale! So, it pays to test your ad and audience before giving up on it. Brent also offered on the Facebook page: Give me a product, and I will give you my thoughts. (WWBD?) Targeting Example #1: Flashlight



Brent targeted the interest roadside assistance (yup, there is an interest for that!):

The resulting ad (this was quick we would probably have an arrow or something else):



Targeting Example #2: Bike Chain Cleaner

As you can see, we ve overlapped the behaviors of cycling with interests. We also targeted people who like cycling TWICE: once cycling , and any of the second additional interests or behaviors.



Targeting Example #3: Chakra Bracelet



Because these are quick examples, we re not exactly following our criteria. For instance, the audience above is over 500,000. We would probably try to narrow it down even more.



Targeting Example #4: Pocketwatch



Notice in our audience selection, we limited it to ages 18-30.

(Note that this ad may not qualify for Facebook due to the 20% text rule)



Keep in mind that the audience we are targeting, and the ads we build, are congruent. For instance, in the flashlight example, the audience is roadside assistance the ad is about a car in the night we wouldn t create an ad about using the flashlight while camping.

Selected Q & A (1:18:56) Q: I still haven t made a sale? What are people who are successful doing differently? A: Probably the most important thing is the testing. If no sales are happening, those students who do eventually get a sale are going through the process of analyzing their business and thinking Is it the product? Is it the audience? Is it the price? Is it the ad? They go through the process we taught last week and keep working until it works (and it will work!) Q: Is it one Facebook pixel? A: As a clarification, it is ONE Facebook pixel for ALL your websites. So, if you create a new one, place the same tracking code on it. You can then create a custom audience per website. Q: Will Facebook adjust your lookalike audience as your source custom audience builds? A: Yes. Facebook will constantly refine your lookalike audience as they receive more data from your custom audience. Q: Will the Facebook pixel still record the add to cart information if a user isn t logged into my site? A: Yes. Q: Do I create custom audiences and lookalike audiences on just my niche site, or both my niche site and my test site? A: Just your niche site(s). You can try it on your test site, but because you are testing products from different niches, the audience data won t be as effective. Q: I see you made over $2000 profit on one lookalike audience ad. Is it reasonable to assume that these profits will continue? A: Not necessarily. It will go up and down. This is why we are having you do The Routine every 4 days you will be scaling up, scaling down, or killing your



ad, and every week you will try a new audience, ad and product. This way, you keep growing, and remove ads and products when they are no longer profitable. Q: Does text in an image contribute to the 20% text rule? A: This is a bit of a grey area. Usually not, because Facebook will know that text ON a product item is part of the product. Sometimes, if you are promoting an ebook, for instance (where the cover image will have a lot of text), it could be denied. Q: Will the daily ad spend go up as we ad lookalike audiences? A: Not necessarily. It depends on your scaling and the number of ads you are running. If you follow our process, you WANT your ad spend to go up, because it means you are making more sales and profits!


Documents

Action Items for this Week REVISED · 2016-06-07 · In this webinar, we talk about: The Routine Stories from our Facebook group The Facebook pixel Custom Audiences Look-a-like Audiences