So in this video, I am going to show you guys how to save a bit of money on your remarketing campaigns, especially if you feel like you’re spending a little too much.
This is something that I feel like is a bit of a flaw in the new Ad Words campaign system and it shouldn’t be there but it is and it’s usually checked.
This thing I’m talking about, it’s between conservative and aggressive targeting. Okay?
It’s usually checked conservative, which is just allowing Google to go outside your actual remarketing audience and see if they can find more.
And this is happening more and more with artificial intelligence and campaigns being more and more automated. But I want to show you this setting because it can make a lot of difference.
So over here on your remarketing campaign, 30-day remarketing campaign, you’re going to click on the actual ad group. Now, I get very high click-through rates on my campaigns because of these banner ads. Just a little side notes. These are custom made, very engaging. Okay? So these banner ads get really good click-through rates, but I still was spending too much for my audience.
So you have to go down here to settings, and then you have to click ‘edit ad group’ ‘group targeting’. Under ‘group targeting’ you can see something called ‘automated targeting’. It’s under settings, and this is not easy to find. ‘Automated targeting’ a lot of times this is what’s checked, ‘conservative automation’.
This means Google is going outside of your remarketing audience, which isn’t good. Okay. You don’t want that. Nor do you want aggressive targeting. If it’s a remarketing audience, you only want your ads being shown to that audience.
So what you need to do is turn this off. No automated targeting. Hit save, and then that will eliminate Google from going outside of your actual audience that you’re going after.
So if you’re spending a lot on your remarketing campaign and you’re only spending … Let’s assume you’re spending $1000 on driving traffic, but you’re also spending $200 on remarketing.
Okay. Those numbers, that’s not a really good or healthy ratio. So you probably have a couple things checked that shouldn’t be checked and I want to show you where.
Get excited because I am going to show you how you can set up a Remarketing campaign with your YouTube Videos. Video remarketing is a great source of leads which turn into customers.
Watch the tutorial and let me know if you have any questions. We would be happy to help you with your Video Remarketing Campaigns.
Here is the video transcript generated by a computers. Please forgive spelling and grammar.
Good morning everyone? I am excited because in this video we’re going to discuss a little bit about video remarketing. I noticed a lot of people have questions on this, plus you really can’t find a lot of material out there that discusses how video remarketing works and the different things you can do with remarketing. Like uploading different lists. So, I’m just going to walk through it real quick and then I’ll get this video uploaded so you guys can check it out.
Here are a couple of images to show you what the different lists look like
So first off, I’m sitting on my YouTube channel. Obviously, I’m going to use my stuff just to show you how we do it. So, first off- I’m going to use Ydraws’. I’m going to go to Ydraw’s YouTube channel. Okay, so here is a bunch of videos. Obviously, on your YouTube channel make sure you have your website connected to all your social media, those types of things. But, if you look at all your videos you can see we have tons of videos uploaded. So, if you’re a business and you’re using YouTube, and you’re uploading videos, well the best thing you can do to get the most out of them is actually track the different people that use those- that watch those videos, so that you’re able to run them a different video.
So, let’s assume that you’re an attorney. Okay. You’re starting to shoot videos once a month. Well what you can do is target… You can upload your video and then when somebody watches that video, you can cookie their machine, and when I say cookie that just means that you’re putting a little code on their browser that then allows you to market to them. So, you can run them a display ad; you can run them a banner ad and you can run them different video ads.
Let’s say on month two you upload a new video, well at that time you’re then able to run that video as an add to whoever watched your first video.
So, over time you can collect these big audiences that you’re able to market to. For example, let me go show you. So right now I’m on the actual Ad Words account. you can go here and go to YouTube users. So, once you have your Ad Words account you’re going to link it up to your YouTube and then basically you can track your channels. So, here’s all your options. You have ‘viewed any video for my channel’, ‘visited a channel page’, ‘viewed any video as an ad’, ‘liked any of my videos’, ‘commented on them’, ‘shared any of them’, ‘subscribed’. I mean it’s kind of freaky that you’re getting tracked like this on YouTube, so if you’re doing any of these things on YouTube you are getting cookie.
So, let’s say ‘viewed a certain video’- I can go in here and build a list. Says, okay, if they watch let’s say Dr. J. They watch this video. So, right now there are 125 people who’ve seen that vide. So, I can call this Dr. J video. I’m going to keep this list for 150 days. Open, open, include users from the last 30 days… Okay, so now I click save. Now, what I’m able to do- it’s building it right now, it’s updating. This video right here, I am able to run an ad to anyone who watches this video now. So, let’s say I open, let’s say I do another video that’s like this Dr. J that people like. Well then, I can just click on this and run anyone who watches this video another ad of another video, and it’s cheap. You’re talking it probably cost me $.10 a view which they have to watch out past 30 seconds.
Okay, so those are just a couple of options. Let me go down through here and just check out some of the list that I have going. Okay, ‘Viewed’, see on this one? It’s similar; this is something else that is pretty popular. You can see I have a list right here of 100,000 to 300,000 viewed my ‘Wait, wait, wait’ video. This is a similar audience.
Not only can I target those who watched it, like the people who’ve seen it, I have 190,000 on there, but I can build a similar audience where Google will go out there and say okay we’re going to build you an audience that looks like the same people that watched your ‘Wait, wait, wait’ video and then you can then advertise to them. Same thing here, ‘Viewed City video’. I got a similar 100,000 to 300,000. And you can’t run them a search ad yet. I actually think they are going to be updating that, but you can run them YouTube ads. You can run them display ads.
So, if you have any questions let me know, but that is kind a how YouTube remarketing works. The gist of it is you upload your video. You then build a campaign that cookies anyone who watches that video, so that then you’re able to run them adds when you launch your new videos. So, it’s just another way to keep track of your customers and you have to emphasize it is cheap. It’s not expensive to do these things. Yes, there’s a lot that goes behind, lot that goes on behind the doors that we don’t see. It’s all computers doing it, but it’s very, very effective. So, if you have questions, let me know.
You’re always welcome to subscribe to our channel. Watch any of our other videos. We have tutorials on YouTube ads; We have tutorials on Facebook video ads. Also, if you want Gmail video ads, which I’m loving right now. Check out those videos, here are some links. And, we’ll see you later.
If you would like to check out some of our other blogs here is a simple list of must reads
I Love Podcasts and I have been listening to some of the top Marketing Podcasts over the past 12 months. It’s kind of crazy that we can learn from the best minds in our industry all for free.
I am always preaching that people should skip college, listen to Podcast and watch YouTube Videos. You will learn more. It’s a great habit to get into especially if you are running a business. Podcasts can keep you focused and inspire you to keep moving. Plus it’s fun listening and learning about the struggles, challenges, triumphs, and successes that others are going through.
So here are…
The Top 10 Marketing Podcasts that are worth your time.
This podcast is awesome because Nathan doesn’t mess around. In business, there can be lot of fluff. People tend to beat around the bush but Nathan keeps them in line.
If you want to listen to all different types of Entrepreneurs in all different stages of their businesses, then The Top Podcast is for you.
Kudos to Nathan Latka for being consistent and providing us with great information.
Perpetual Traffic is a weekly podcast produced by Digital Marketer and hosted by Keith Krance, Ralph Burns (Dominate Web Media), & Molly Pittman (Digital Marketer).
Obviously Digital Marketer has spent Millions on Facebook advertising so they know their stuff. They provide some great value and are well worth your time.
Growth Everywhere is a lot like The Top. Eric interviews all types of Entrepreneurs. They give you a lot of little tips you can apply to your business. I also like the fact that Eric interviews people who are just starting out.
I am just getting into this Podcast. Basically, Conversion Cast is the only podcast that gets to the heart of the metrics. At least that’s what the description says.
I will be the judge once I listen to a few more episodes, but so far so good. They are short and sweet.
The Social Media Marketing podcast is hit-or-miss for me. They have some good content, but I have to pick and choose what I want to listen to. They hit almost every social media avenue, so it’s a great start if you are looking to get an overall view of all things Social Media.
If you are running a SaaS business you have to listen to this Podcast. Jason Lemkin is all about getting you from $0 to 100m Annual Recurring Revenue. (ARR) It is jammed packed with ideas and great interviews.
If you have no idea what SaaS stands for, get in line. I probably heard this term for 2 years before I even knew what the word meant. SaaS stands for Software as a Service. Now doesn’t that feel better?
I actually ran into this Podcast while listening to music. Their commercials kept interrupting me so, I decided I would check it out.
Startup is the real story behind creating a business. Their format is amazing and very entertaining. The Gimlet staffs are storytellers and the production of each episode takes a lot of work.
You will know what I mean when you listen to an episode or two.
I live and breath Video Marketing so of course I am going to listen to a Podcast that is all about Video Marketing. I am a going to on an episode or two in the coming weeks.
Those are my top 10 marketing podcasts but I also listen to a couple of others that I am going to mention. You might like the honorable mentions better then my top 10.
The way to get the most out of Podcasts is to actually apply what they’re saying to your business. You’re better served by doing what they say, not just listening.
I like to listen to an episode, take action notes, and then apply those notes.
Good luck I hope you enjoy my Top 10 Marketing Podcasts now go listen and apply.
We are finally to part 3 of scaling your business. It has been an eye opener thus far and I can’t wait to see what the next 6 months hold. If you haven’t read part one or part two you may want to.
Here are the links:
The other morning I was laying in bed in the twilight zone. I may be a little weird; I’ve had some crazy ideas come to me in the realm between fully awake and asleep. It’s like my brain is firing on all cylinders and the ideas start to flow.
It may sound crazy to some, but it happens to me all the time. One of these days I’ll tell you about the time I did calculus all night in my dreams, which helped be get a 99% on my calculus test.
Anyhow… I jumped out of bed and sketched our marketing blueprint.
As I looked at it, I could see a few holes that need to be filled and where we could adjust our remarketing and banner ad campaigns.
I’ll keep you posted on our results in the coming weeks. But for now, we have a complete online marketing blueprint. Here’s what it looks like:
As you can see, I am not the artist behind Ydraw videos. My chicken scratches will pass for a third grader and are fine for the time being, but I’m having this created professionally.
When I got done drawing I could see why we were generating so many leads. This Online Marketing Blueprint is a system that keeps getting better and better over time. To get the kind of results we are getting, each section has to be mastered. For example…Adwords is a big part of our business. We have put in a lot of time and effort to create the right text ads, keywords campaigns, display campaigns, etc. The same goes for Facebook, emails, and YouTube. Each section needs to be perfected.
It’s a lot of work, but very doable.
If you leave a part out…it may not work.
I just know that we have gone from 100 leads per week to 500 leads per week in a 3-month period. Which brings with it some growing pains, but those are great problems to have.
Here are the numbers from our Adwords accounts:
October 2015
Adwords
Spend: $8,083
Leads: 81
Cost per lead $99.79
Click To Conversion Rate was 3% to 9%
March 2015
Adwords
Spend: $10,653
Leads: 165
Cost Per Lead: $54.55
Click to Conversion Rate 13%
The Changes We Made to Adwords
You can see we’ve doubled our leads and cut our cost per lead in half. With the small changes we are making weekly, I can see this getting even better over the next couple of months.
Here are some of the changes:
We redesigned and simplified the website. I can’t stress the importance of simplification. Cut out steps and cut out the clutter. It made a huge impact on our conversion and I know it will make a huge impact on yours.
Create one call to action. What do you want the audience to do?
Google eliminated the right hand ads which gave us a little boost. This may have hurt a lot of other companies. We were always bidding high. It eliminated some of our competition.
Added more negative keywords.
Did A/B testing with text ads.
**added Gmail sponsored ads to the mix**
Gmail Sponsored Ads
I hate giving away secrets like Gmail Sponsored Ads because I know there are other video companies out their watching our every move. It’s a curse, but I want to make sure I give you as much value as possible.
In return I ask that you subscribe to our blog. It’s for the greater good. 🙂
Gmail sponsored ads have been a big focus of mine for the last couple of weeks. With Gmail sponsored ads you are able to run ads within Gmail.
We can place ads based on the account activity of a personal Gmail account. Think of all Gmail users out there. We are able to run promotions directly in their inbox.
The Gmail advert is set out in two sections in the Gmail inbox – a collapsed ad and an expanded ad, but essentially this is the same advert. The collapsed ad appears as a ‘new message’ in your inbox and when you click on it, this then leads you to another ad – the expanded ad. You pay for the cost per click (CPC) every time somebody clicks on the collapsed ad. The expanded ad then leads the user to your landing page; however, you do not pay for the click from the expanded ad to the landing page (this is free).
Here is what one looks like.
They are simple and have had a big impact on our Adwords account.
I created a simple tutorial video on how to set up Gmail sponsored ads. Watch it so you can see what I am talking about.
Now let’s jump over to Facebook and Instagram.
When we first started…here is what the numbers looked like:
Facebook and Instagram
(30 Day Time Period)
Spend: $4665
Number of Leads 446
Cost Per Lead: $10.45
Facebook and Instagram March 2016
(30 Day Time Period)
Spend: $6970
Number of Leads: 1461
Cost Per Lead: $4.77
Yay for Facebook and Instagram! Our leads have gone up drastically and our cost per lead has been cut in half.
Here are the changes we made to our Facebook and Instagram ads to achieve our results:
We basically had Facebook track anyone who hit our conversion page and created a lookalike audience that matched our conversions. It has been very effective.
Created a new whiteboard animation video that provided a little better messaging.
Increased our ad spend budget.
Allowed our good ads to keep running continuously.
That is exactly how we increased our leads.
Please note that we have created an overall system and you are getting a glimpse into this portion of our marketing campaigns. There are more videos and blogs coming in the near future (and most likely a book).
Now it is your turn.
Let us know if you have any questions. We would love to help implement our whole marketing strategy to your business.
Thanks for reading Incredible: From 100 Leads Per Week To 500 Leads Per Week. See How We Did It!
Last week we created Part 1 of scaling a business and within 10 days we immediately ran into a problem. Which forced us to scale back our ad spend and make adjustments to our sales force.
That didn’t take long… 🙂
That‘s business for you. Just when you think you have figured something out, another bottleneck arises. I have a feeling this is going to happen a lot on this Journey. Originally, I was planning on creating a 4 part series, but I think this is going to turn into a 10 part series. It’s important that you guys see our roadblocks and challenges.
Scaling a business, by increasing ad spend, is not as easy as everyone thinks. There are roadblocks, traffic issues, offer issues, funnel problems, shipping, etc.
So do not get discouraged when things pop up. That is to be expected.
The Problem With Our Sales Team
Each Friday I have my sales guy send me the total number of leads, new opportunities, wins, and losses. This last Friday was not great.
We have gone from producing 100 leads a week to 275+.
You would think if the leads more than doubled, the opportunities would more than double.
This was not the case. We had a slight increase in opportunities from the prior weeks but nothing like it should have been.
We overloaded our sales guy with leads and he did not have a system in place to keep track of everyone. New leads were not getting a called right away, and he didn’t have time to follow up.
That is bad.
High-ticket sales don’t just happen.
When selling a higher ticket item, you have to have a sales force that can call immediately and say the right things. For this, we needed a strict sales script.
Curtis and I have shied away from a sales script. Our policy was listening to the prospect, identify the problem, and give the solution. We were there to help.
This works great when you have years of experience. It doesn’t work so well when you have a new salesman.
Once the script was completed, it was important for the leads to be called immediately.
Value per lead drops every minute that passes after the lead is generated. You want to reach them while they are looking at your website.
Why?
Because your ability to create an opportunity diminishes as time passes. Contact rates drop over time and lead qualification rates drop over time. Plus, it’s harder to catch the lead at an available time.
As time passes, that individual may forget or look for other solutions.
This is where my competitive spirit kicks in. I can’t stand the thought of someone going to one of our competitors just because we did not follow up.
I have found that Insidesales.com does a great job of educating sales teams. Here is a link to one of their ebooks, The Ultimate Revenue Engine.
How Sales Reps Are Failing
Sales are not easy and we all appreciate what they do. They are the life-line of the company. Here’s some great insight from a marketer at Inside Sales.
“The average lead response time for a sample of 3,068 sales teams at 38 hours 30 minutes. The same study showed that the average number of contact attempts was just 1.36.
There is a reason why this level of response is inadequate.
Lead response research done by Dr. James Oldroyd, shows that the odds of reaching a new sales lead drop over 10x if you wait longer than the first hour of shown interest, and the odds of qualifying that lead decrease 6x.
InsideSales.com shows that at 1.36 contact attempts, a business only contacts just over 40% of leads.
Sales Reps, have to do better if you are going to scale up on leads.
This was our problem. We increases count form 100 to 275. This caused an overload.
Here’s how your sales force can fix the problem.
1. Use your CRM software
We use Infusionsoft as our CRM. They provide a lot of tools you can use to keep track of leads, opportunities, and closing. Use it.
2. Take Notes
When dealing with a large number of opportunities you have to take notes and keep track of conversations.
I can’t tell you how many times I get a phone from a prospective client asking me to recall our conversation 3 months earlier.
Notes make you look good.
3. Set a follow-up date and make them commit
Make sure that each and every conversation you have ends with some type of challenge/commitment.
“People change no faster than they make and keep commitments.”
Meaning as people commit to the next phone call or the next action, they are that much closer to becoming a customer. The more time they with you and your product, the better it is.
4. Make 6-10 Contact Attempts (lots of touches)
I am busy, and I am a businessman. When I am looking to purchase a new product, I have found it takes about 10 to 12 touches.
This might be too much for some people, but all I know is my purchasing behavior likely matches a lot of others.
For example, I’ve been looking to buy a new couch for my office. I found the perfect couch 45 days ago on Amazon. But I kept shopping. I wanted to find something that was a little lower in price.
I have looked at that couch online at least 7 times, I read the reviews, I compared, and I looked for other deals.
This is a normal buying cycle for me. I do it with everything.
Finally, yesterday morning I woke up and bought the couch.
You never know what the buying cycle of a prospective buyer is. So it’s best to follow up 6 to 10 times.
Or better yet…go until you get a definite Yes or No.
5. Call The Leads Within The First 5 Minutes
The quicker you call the higher your chances to turning a lead into an opportunity.
I can’t tell you how impressed people are when you follow up quickly. If you can call the prospect while he is searching for your product or service, you can answer any of his questions and resolve his doubts.
So there you have it…
This was the first roadblock we faced with scaling our business. It is not completely fixed, but we will get there.
Until next time…
If you liked these types of articles, let us know. We love advice. If you have ideas that you can share with our readers, leave a comment.
Thanks for reading. More to come.
Fixing Our Sales Team. Scaling A Business With Facebook, Adwords, and Instagram Part 2
I am excited to finally get this project going. Are you ready to start scaling your business? We are going to show you guys how to scale up your business using Facebook, Adwords, and Instagram Ads. Especially Video Ads.
When I say scale, I mean increase ad spend which will, in turn, increase your leads.
More leads equal more sales for you business.
This is part 1 of a 4 part series so keep an eye out for the other blog posts. This could turn into a 10 part series. I will keep going as long as you guys keep reading. Feel free to ask questions, make comments, and share this article. There are businesses that need it!
A lot of people have a problem with scaling. It can be really nerve racking and it takes a leap of faith: Faith that you have the right offer, faith that your product brings value, faith your funnel is set up correctly, and faith your message will bring conversion.
The reality is, you could bomb and lose money.
But…
That should not stop you from trying. You have to take a risk! If you want to grow your business, scaling is a great way to get rapid growth. It may take testing and tweaking. So make sure you are ready mentally to do this.
We know this first hand. Case and point!
Many of you know, Yinc does marketing for all types of businesses. We like to focus on video marketing but many of our clients need a lot more then just video ads.
We are currently working with a business that is ripe for scaling. Our cost per lead is around $1 and our cost per customer is around $9.
Their average customer spends around $70 on their first order, which puts us at a $61 gross profit.
On the surface this looks amazing. The numbers above are definitely scalable, but the company is basically breaking even. They have a net profit margin that is so tight that we have not convinced them to scale yet. This is where the Lifetime Value of a customer comes into play. If their customers order more product, instant profit. But they have to be willing to break even on that first order.
Like I said…it’s not easy.
During this process, you will learn about your product and offer. Take what you learn and make adjustments. It’s also important that your adjustments are made quickly. If you have a web guy that takes weeks to make a correction, you have problems. If you can’t create a Facebook audience in a hour, you need help. If you have no idea how to create an Instagram ad, you better educate yourself or get someone who knows what they are doing.
This is not a game for beginners. You will lose money and quite before you become profitable. I see this all the time!
This is not to scare you. I just want to make sure you have the little things adjusted before you decide to scale.
Over the last couple of years we have been content with the growth and profits but we want to add another 100k a month in revenue.
One of the biggest limitations of Ydraw is that each video is customized. It takes a lot of creativity and human capital to create a Whiteboard Animation Video. It’s even worse with 2D and 3D animation videos. For us to scale perfectly, we would need to have a turnkey video in place or we have to find a lot of new talent.
We don’t know if we want to do this yet.
So once we increase our sales another 100K a month we will put a freeze on our ad spend and decide if we want to go on another hiring spree.
Where We Currently Stand
When I talk numbers, I will only cover Adwords, Facebook, and Instagram. The numbers do not include referrals, SEO, repeat business, referral partners, etc.
We’ll be discussing Ads and Video Ads only. All the leads are coming from Ad spend.
October 2015 Ad Spend (not a good month)
Adwords
Spend: $8,083
Leads: 81
Cost per lead $99.79
Click To Conversion Rate was 3% to 9%
Facebook and Instagram (Zero)
Last October we were running the following:
Keywords Search Ads (Adwords) : These are just simple keyword targeted ads.
Gmail Sponsored Ads (Adwords): These are Gmail ads that pop up on the Gmail promotion tab
Video keywords Ads (Trueview adwords): These are YouTube display ads for specific keywords
Video Placement Ads (Adwords): Hand picked YouTube videos that allow ads
Retargeting (Adwords): Banner ads and video ads for visitors
Although we had great success with running Facebook ads, last October we had turned them off. We felt we needed to make some changes first.
Step 1: Scaling your online business. Online Marketing Assets
Do you have everything necessary to run an effective online marketing campaign?
You are going to need the following:
Website
Videos (30 second ad and a full length explainer video)
Everything should be branded correctly and have links out to your landing pages. I have created plenty of video tutorials to help you. Just visit my YouTube Channel.
When scaling, everything works together. Traffic we get from Facebook becomes part of our Remarketing campaign in Adwords. Our Search traffic on Adwords becomes part of our Lookalike audiences on Facebook and Instagram. The likes and shares on Instagram become part of our Remarketing group on YouTube. The point it…It’s a full system.
The Assets above are the foundation. Do not go any further until you have everything in place.
For those who have everything, I would suggest revamping or double-checking your work or go down the full checklist which I provided above.
Ydraw’s Adjustments
After looking over our numbers I realized we needed to make some adjustments to the website. I knew this for some time, but I’m busy and I didn’t make time to for the necessary adjustments.
I know…STUPID!
This seems to happen a lot with business owners. We get caught up in so many different things that we neglect making necessary adjustments; especially if things are going great and you’re making good money. It’s human nature to keep the status quo when all is well.
Our number 1 goal for the website is to collect a lead. We want their email address or we want them to pick up the phone and call. Calls have a much higher closing rate, but a lot of people are in research mode and will only leave their email.
That is ok.
Once we collect an email address they enter our Email Campaign.
Our website was ok at the time, but was random and lacked a clear call to action.
Plus, there were a couple of issues on Mobile that needed to be fixed.
Over Thanksgiving break we went to work on the website. The updated version would have a clearer CTA and would eliminate a lot of the clutter.
-Cost Per Leads
-Cost Per Customer
-Closing Percentage
-Profit Per Sale
-Life Time Value Of A Customer
If you are losing money every month, one of the numbers above is messed up.
Cost Per Lead is different for everyone.
If your industry is highly competitive you could be spending $50 dollars a click which could turn into a $500 cost per lead. This is not uncommon (Attorneys are known to spend this type of money on leads).
At Ydraw we can afford to spend $150 to $300 per lead or $2500 a customer, and still come out on top. You may only be able to spend $3 a lead.
Just make sure know your numbers.
Obviously, the name of the game is to get the lowest cost per lead.
We will get into this later but if you can only spend a couple of dollars to generate a lead, Adwords might not be the best place start. I would look at Facebook or Instagram. You will have difficulty reaching your goals with Adwords unless you find a way to increase your prices and profits per customer.
Either way, you have to test it.
Dan Kennedy says, “He who can spend the most per lead wins.”
Russell Brunson is always preaching that it’s ok to break even to obtain a customer. He will even lose money because he knows profit’s are made further down the funnel.
The Lifetime Value of a customer is important.
Fast forward to Jan 2016
It was time to start scaling up. The new website was up, Instagram ads were working and our Facebook strategy was in place.
Adwords
Spend: $8,185.35
Number of Leads: 117
Cost Per Lead: $84.62
Click to Conversion: 5.69% to 10.53%
Facebook and Instagram
Spend: $4665
Number of Leads 446
Cost Per Leads: $10.45
As you can see, the website adjustments made a big impact on our conversions. We saw a 35% decrease in Cost Per Lead and close to 87% increase in Click to Conversion.
You will also notice that Facebook and Instagram campaigns really added to the number of leads.
Our Cost Per Lead is way lower on Facebook and Instagram, but those leads are not as high of quality as Adwords.
There is a difference between people who are actively searching and people you interrupt. Facebook and Instagram are interruption techniques. Meaning they are not actively searching for our product or service.
There is a longer sales cycle, but the ROI is still big.
What I love about Facebook and Instragram ads are the shares, likes, and comments. Here is the Instagram video ad we are running.
A video posted by Whiteboard Animation (@ydraw) on
Take note of the comments and shares. This is powerful because we are getting free customers. When one person sees our ad and thinks their friend needs it, they share the ad.
This is like an instant endorsement.
These are factors that are extremely hard to measure. All I know is that things are working.
For example…
In one day Wes, our sales VP, had $18,000 in sales from Instagram Ads.
We spent around $150 on ads that day. The whole month of January we spent $4665 on ads for both Facebook and Instagram.
I do not have the exact amount of sales that came in from Facebook and Instagram, but it was a lot (still trying to track them more effectively).
These are exciting numbers.
The Plan Moving Forward:
Over the coming weeks I plan to increase ad spend by $3000 and make some more adjustments.
The goal is to lower or maintain the same Cost Per Lead.
Here are some key factors that contributed to our success in the month of January.
New Website Design
New Facebook and Instagram Video Ads
Lookalike Audience Created from Conversion
Increase Ad Spend
I will create a separate blog post about Lookalike Audiences because I think Facebook changed their algorithm a few weeks back. It was a good change because their effectiveness increased dramatically (more to come).
In the meantime, good luck scaling your ad spend. If you have questions, feel free to reach out to me. I would be happy to discuss your business.
I am excited for what 2016 holds.
Happy Scaling…
Thanks for reading.
Scaling A Business With Adwords, Facebook, and Instagram Video Ads. Part 1
