As advertising on Facebook gets more expensive due to increased competition...
We simply can't send cold traffic directly to offers anymore...
We need to adapt and become more proficient in acquiring new leads and customers...
We need to take advantage of the tools Facebook gives us to get ahead of our competition and lower our costs!
The "Triple Threat" Facebook Ad Campaign Strategy
This Facebook Ad Campaign Strategy consists of 3 core campaigns:
The main goal of the Acquisition Campaign is to convert cold traffic into warm traffic. (ie. grow your Custom Audiences [retargeting audiences])
This is accomplished by producing great pieces of content that connects with your prospects and helps them establish rapport with your business.
You want the prospect to know, like, and trust you at this stage.
Here are a couple Acquisition Ad examples...
This first one is a video. Videos work great as acquisition ads because you can build Custom Audiences (used for retargeting later) based upon how much of a video an individual watches. For example, 3 seconds, 10 seconds, 25%, 50%, etc.
It's typically a lot easier to get someone to watch 10 seconds to 25% of a video on Facebook than it is to get them to click away from Facebook to visit your site. Thus, you're able to grow your Custom Audiences for pennies on the dollar!
The second ad is an image ad that links to a high quality blog post...
Those are examples of Acquisition Ads.
As you can see, they're pure content and goodwill. Nothing for sale (at least not directly) in either of them!
There are two goals for the Direct Campaigns:
- Convert cold traffic directly into a lead or customer. Sometimes this works, sometimes it doesn't... but, it's usually worth giving it a shot.
- Convert cold traffic into warm traffic. Introduce your business and what you have to offer.
Here are a couple Direct Ad examples...
This first one is a "direct to offer" ad where I'm trying to convince cold traffic to claim a "free" dog training clicker.
The tactic behind this ad is to make the offer soooo good, it's impossible to refuse. Basically, I'm looking for impulse buys...
The second Direct Ad brings people to an opt-in page where they can request my Lead Magnet: 100 Dog Training Tips.
The purpose is to convert cold traffic into leads that I can follow up later with email and retargeting.
Those are a couple Direct Ad examples.
As you can see, they bring people directly from Facebook to an offer... whether it's for a product or a just a lead magnet.
The main goal of the Retargeting Campaign is to take your warm traffic and convert them into leads, customers, and repeat buyers.
By this time, you will have warm audiences either from people engaging with your Acquisition or Direct Ads...
They know about your business and what you offer...
It's now time to promote offers to convert individuals into leads, customers, and repeat buyers!
Here's an example Retargeting Ad...
Since Retargeting Ads are used on warm audiences, you can make "bigger" offers. Basically, you don't have to try and sell some cheap product in order to attract impulse buyers.
Often, you'll lose money on the Direct Ads, but make up for it 10 fold during the retargeting phase!
How To Execute The Triple Threat Strategy
We've uncovered the Triple Threat Strategy and the 3 core campaigns...
But, how do you actually execute it?
How do you know when an ad is working? How do you know when it's not?
Don't worry, I have a flowchart to answer all of these questions and more!
Yup, she's a doozy!
Now, I'm not going to explain this whole thing right now since it would take hours...
And, in fact... I break it down with step-by-step video instruction in my new course...