Entrepreneurs: Stop Wasting Time on Misfits

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

In the early days of my business, I did all I could to please each customer and potential customer.

Is my product too expensive? Here’s a discount code.

You want ongoing updates to this product without paying more? You’ve got it.

You’re unhappy with my product? I’ll spend several emails trying to make it right for you.

If you do this, stop. Please, stop.

By trying to please everyone, you’re wasting your time on “misfits.” This time could be spent serving your ideal audience.

Let’s take a closer look at the types of customers and potential customers who are misfits — sucking away your time, value, and money.

The Skeptical Shopper

Sometimes a potential customer’s first exposure to my business is via a product landing page. They’ve never read my content before. They haven’t attended a webinar. They don’t listen to my podcast.

They’re skeptical.

This tends to happen when a friend or co-worker recommends someone to my products. Or they run a search and my product comes up.

Most frequently, this will happen when considering to book a one-on-one call with me. I’ll get emails like this…

I’m considering booking a one-on-one call with you. The $497 price for only 45 minutes is really high. What kind of experience do you have to command these prices? Will it be worth my time?

In the past, I’d write up a long response trying to convince this person that I’m “worth it.” I’ve figured out over time that this is a bad approach.

My ideal customer is someone who doesn’t need to be convinced of my value. They’ve read my blog posts before — hopefully many times. They’ve attended my webinars.

The bottom line is that these people already know what to expect from me. They understand and agree with my approach. There won’t be any surprises.

Those who don’t know me are more likely to be disappointed. Had they been a reader of my blog, they may know sooner that my style and approach aren’t a good fit for them.

So when I get an email like this, I tend to send a response along these lines…

Thanks so much for considering a one-on-one. If you set up a session, I want to be sure you’re satisfied. I’ve found that those who are most likely to be satisfied are those who already read my content and understand my approach. If there’s any doubt about whether you should set up a call, my recommendation is to hold off.

I’ve seen it before. I convince someone to set up the call. It’s not what they expected. I’m not what they expected. They’re disappointed. Suddenly, we have to go through the process of determining whether to refund.

I just wasted my time, and I feel like crap along the way. No more.

My sales funnel is most effective when those looking to pay for something are loyal, long-time readers. They are much less likely to ask for a refund, and they are most likely to have a long lifespan as a member.

The Bargain Shopper

I get this kind of email often…

I love what you’re doing, and I’m a loyal reader. I know I need to sign up for your training program. I’m just getting my business started, and I have a very tight budget. There’s no way that I can afford the $297 right now. Any chance I can get it for $97?

Look, I feel for this person. I’ve been there. But for my business, it’s best to hold strong.

By offering a discount, I’m watering down the value for those who paid full price. And those who paid full price have reason to be upset when a discount is this easy to get.

Additionally, what ultimately happens is that those who require a discount take more administrative attention than those who don’t. More work for less money.

My response is usually something like this…

Thanks so much for being a regular reader of my content! Unfortunately, there aren’t any discounts available at this time. My recommendation would be to wait until your budget increases. I never want you to buy something you can’t afford. In the meantime, there’s plenty of free content to consume. Have you checked out my free webinar?

It’s the truth. I want you to be happy with your purchase. I don’t want you to pay for something you can’t afford. There’s plenty you can access for free in the meantime.

There’s a way to both stick to your regular price and keep those on a tight budget happy. Those on a tight budget will appreciate it, and they’ll be more likely to be a loyal customer later.

It’s possible that offering discounts makes sense for you. Do what works for your business. But it doesn’t make sense for me (with a few exceptions).

The Square Peg

You’ve heard the old saying, “A square peg in a round hole?” Yeah. As business owners, there’s temptation to try and make it work. Stop it.

Sometimes I’ll get an email like this…

I’m a regular reader, and I’ve heard about your Power Hitters Club – Elite community. It sounds amazing, but I’m just a beginner and I’m just starting. While I can afford the membership without a problem, but will it be worthwhile for me?

PHC – Elite is my community specifically for advanced Facebook advertisers. My ideal customer is someone who spends thousands of dollars per month on Facebook ads. That way, it’s easy for them to get enough value out of the $97 monthly fee to be worthwhile.

In this case, the potential customer is a square peg. It’s a bad fit. They’re unlikely to get enough value out of the community to make the $97 per month worthwhile. As a beginner, they’re unlikely to add much value to the community. Their beginner questions may actually take away value from others.

I would purposefully steer this person away from PHC – Elite. This type of potential customer is precisely why I created a PHC – Basic membership option.

The Dissatisfied Customer

We all get them. You can’t avoid them. No matter what you do or how great your product, there will always be dissatisfied customers.

I might get a message like this…

I just attended the first lesson of your Facebook pixel training program, and I am really disappointed. You were all over the place, and you didn’t answer my question. It was really difficult to follow in the webinar format, and it would be better with live examples. Is this going to improve?

My training programs are set up the way they are for a reason. It’s efficient. It’s easy to keep updated. And the webinars with slides keep me organized and on task.

This approach, of course, is not right for everyone. I understand that. And I won’t force it.

Handle it quickly. Don’t wait. Don’t waste time.

I may respond like this…

Thanks so much for the feedback. Even negative feedback like yours helps guide my product creation, so I do appreciate it.

Unfortunately, this program seems like a bad fit for you. This is the format that will continue throughout the rest of the program. Let’s take care of this now, and I’ll cancel your account and provide a refund. Sound good?

Your instinct may be to get defensive. Or it may be to grovel and do what you can to make them happy. Neither works.

Don’t try to convince the dissatisfied customer that they’re wrong and your product will be great for them. Take an honest look at their feedback and whether there’s any chance they’ll be happy going forward.

The money isn’t worth it. If they aren’t happy, give them the refund and move on. A dissatisfied customer is bound to provide more stress and maintenance that you just don’t need.

The High Maintenance Customer

Some customers are simply high maintenance. You get daily emails from them. They expect special treatment and want custom solutions. Be very careful before giving in.

A potential one-on-one customer wants a custom solution. They want two hours instead of 45 minutes. I get an email with their login credentials asking to log into their ad account. They want me to record the session and request a written report after. I’m sent five documents to review ahead of time instead of the simple questionnaire that I provide. They want an “urgent” appointment time that isn’t available on my calendar. Oh, and they want me to sign an NDA (which I, of course, never do).

All of these things are well beyond the structure of my one-on-ones. I have everything set up the way it is for a reason. It’s how I can be most efficient and help the most people in the least amount of time.

While I could come up with a custom solution for them, I don’t. Instead, I help them understand that this is the nature of my service and this is what you should expect. If it isn’t acceptable, don’t book your time with me.

By caving, I would create more stress and dissatisfaction for myself. It’s not worthwhile.

By being firm and clarifying expectations, one of two things happens: 1) They go away or 2) They accept my terms and are satisfied with the session. By being up front, they accept the terms and change their own expectations.

The Bad Community Member

This is for businesses with memberships built around a private community.

It’s rare, but occasionally I’ll get a bad community member. They’re combative and argue constantly. They spam your community. They publicly complain about not getting the help they need when they provide no help to others. In the end, they provide negative value.

It’s one thing if a member simply doesn’t participate. That’s a zero value member. But the negative value member is a huge problem.

If you don’t do something about the negative value member, they will slowly erode the value of your community. They will make it less desirable for those in it. And you will lose money by continuing to accept money from this one person.

Set very clear expectations for behavior. Have a moderator who can swiftly handle negative value members when they happen. Put out the fire before it starts. And take conversations offline if necessary.

Finally, don’t hesitate to cancel and refund a negative member — even if you don’t typically offer refunds for memberships. Having them around can do way more harm than good.

Your Turn

The bottom line is that we need to look long-term vs. the short-term dollar. Adding a few dollars now for a customer who is a bad fit is bad for your business. Steer these people away whenever possible.

Any other examples you’d add? Let me know in the comments below!

The post Entrepreneurs: Stop Wasting Time on Misfits appeared first on Jon Loomer Digital.

Entrepreneurs: Stop Wasting Time on Misfits
Source: Great Facebook Feeds From Around The Web

How to Create Conditional Answers for Facebook Lead Ad Forms

Facebook lead ads are a great way for marketers to collect email addresses without sending users to an external website. This is now enhanced with conditional answers for Facebook lead ad forms.

When creating Facebook lead ad forms, you can ask for generic information that can be pulled from a user profile (first name, last name, email address, etc.)…

Facebook Lead Ad Forms Questions

… or you can ask custom questions.

Facebook Lead Ad Forms Questions

When creating a custom question, you now have options of short answer, multiple choice or conditional.
Facebook Lead Ad Forms Questions

Let’s take a closer look at what conditional answers are, how to set them up, and ways that you can use them with your Facebook lead ad forms.

What Are Conditional Answers?

Conditional answers allow marketers to ask a series of questions that provide different answer options based on the answers given in the prior question or questions.

Note that these aren’t conditional questions. Conditional questions would be something like this…

Question 1: Do you work for an ad agency?

ANSWER: YES

Question 2: How many people work for your agency?

ANSWER: 20

In the example above, the second question wouldn’t make sense for those who answered “NO” to the first question.

For conditional answers, the questions will be the same, no matter the answers that are given. But the answer options provided will change depending on the answers provided in the prior question.

So here’s one example of using conditional answers…

Question 1: Would you like a t-shirt or a sweatshirt? (T-Shirt or Sweatshirt are options)

ANSWER: T-Shirt

Question 2: What color would you like? (Red and Yellow are options for t-shirt)

ANSWER: Red

Question 3: What size would you like? (Small, Medium and Large are options for red t-shirt)

ANSWER: Small

Another example would be if you allow people to register for a webinar but provide options for date and time.

Question 1: In what month would you like to attend this webinar? (June and July are options)

ANSWER: June

Question 2: On what day would you like to attend this webinar? (5, 9, 12, and 19 are options for June)

ANSWER: 12

Question 3: At what time (EDT) would you like to attend this webinar? (11am and 2pm are options for June 12)

ANSWER: 11am

How to Set Up Conditional Answers

Now you’re ready to set this up. Let’s use our examples above to move forward.

When you select to provide conditional answers, you’ll be asked to upload a CSV file.

Facebook Lead Ad Forms Questions

This process is not intuitive. It was confusing to me at first what needed to go into that file. Understand that the file will only include the potential answers. You will provide the questions later. So you should map this out prior to creating the CSV file.

Let’s go back to the t-shirt and sweatshirt example. There are different colors and sizes available depending upon whether someone wants a t-shirt or sweatshirt. So you’ll want to create a file where there are columns of possible answers for each question you’re going to ask.

For the t-shirts and sweatshirts example, the document would look like this…

Facebook Lead Ad Forms Questions

Note there are multiple rows for both “T-shirt” and “Sweatshirt” in the first column and the individual colors in the second column. This is so that you can generate each answer scenario.

For example, if you want a t-shirt, there are only red and yellow options. If you want a sweatshirt, there are only green and black options. In any case, you’ll then have options of small, medium or large.

After uploading the CSV file, you’ll then be able to enter your questions.

Facebook Lead Ad Forms Questions

Let’s get a t-shirt.

Facebook Lead Ad Forms Questions

Options for colors then appear. We want a red t-shirt.

Facebook Lead Ad Forms Questions

After selecting the color, we can then choose from available sizes.

Facebook Lead Ad Forms Questions

For reinforcement, now let’s set this up for the free webinar.

Here is what the CSV file will look like…

Facebook Lead Ad Forms Questions

Different days are available, depending on the month; different times are available depending on the day.

After uploading the CSV file, we’ll be able to enter our questions…

Facebook Lead Ad Forms Questions

I entered all three questions that I want to ask. Note that at this moment, you can only select an answer for the first question. The dropdowns for the other two are grayed out.

Let’s answer “June” for the first question.

Facebook Lead Ad Forms Questions

Answer options will now appear for the second question. Let’s select “12” for June 12.

Facebook Lead Ad Forms Questions

And now two options will appear for the webinar on June 12.

Facebook Lead Ad Forms Questions

How You Might Use Conditional Answers

Admittedly, the examples above may not be the easiest to execute. If you’re selling sweatshirts and t-shirts, a lead ad may not be the best solution (it’s not ideal for e-commerce). And for the webinar, you’d need to have automation in place to sign someone up based on their answers. While likely possible, it’s complicated.

We’ll need to keep this simple. You have two or more questions that you want to ask this audience that is registering for something. The answer options you provide will depend upon the answer given to the prior question.

For me, I might want to learn more about someone’s experience level with ads and what they use it for.

Question 1: What level Facebook advertiser would you consider yourself? (Answer options: Beginner, Intermediate, Advanced)

Question 2: How do you use Facebook ads? (Beginner options: I haven’t used them before, To promote my business, Other; Intermediate options: To promote my business, Other; Advanced options: To promote my business, I work for an agency, Other)

I admit that it is challenging to come up with examples where the questions will always remain the same. This is new, though, and I’m sure that use cases will be easy to find as we go.

Your Turn

What do you think of conditional answers for Facebook lead ad forms? How might you use them?

Let me know in the comments below!

The post How to Create Conditional Answers for Facebook Lead Ad Forms appeared first on Jon Loomer Digital.

How to Create Conditional Answers for Facebook Lead Ad Forms
Source: Great Facebook Feeds From Around The Web

This is Why I’m an Entrepreneur

Join Jon and his family as they raise money for the Lemon Climb, an event run by Alex’s Lemonade Stand Foundation, raising money to battle childhood cancer. THANK YOU!

The memories won’t fade with time…

I sat in a nondescript cubicle doing nondescript things on a nondescript morning at work. A phone call from my wife, Lisa, shook my life from “normal.”

First, silence. Then, cracking. Attempts to form words. Straining through tears. I sat, patient. And then I heard it…

“Michael has a mass in his chest.”

Our two-year-old son had been experiencing breathing troubles for some time. He had been diagnosed with bronchiolitis and other things, but they weren’t finding a solution. Finally, an x-ray. And the discovery.

I hung up. Stunned. Began for the exits. My boss then approaching, I looked down as I walked. Tears streaming. I attempted to explain. Unable, she guided me out.

I met Lisa and Michael in the hospital. He was poked, prodded, and scanned. We waited.

The examination room (meant for two, but now including several relatives) was silent. Lisa, pregnant with our second son, sat with Michael on the examination table. I was standing. Mind racing.

The door opened. The doctor entered. Blonde, wearing a white lab coat. Quiet. Reflective. Careful. No eye contact. Searching for the right words.

I knew immediately.

“It’s cancer.”

There were few words. Or I didn’t hear any before or after. Lisa immediately clutched Michael closely and cried.

“What’s wrong, Mama?”

Hours passed. They may have been minutes, but they were the longest minutes.

I would eventually leave that room to find myself alone in a hospital bathroom. Frantic. Scared. A phone call to my parents. A desperate negotiation with a God whose existence I both questioned and needed more with each passing second. Fearing what the future might bring.

The oncologist entered and brought calmness back into our lives. She led us to the scans. “It’s neuroblastoma. But I don’t think it’s spread. And I think we can remove it.”

Don’t Google neuroblastoma. It’s awful. It’s rare. And when it hits your child, the end result is rarely good.

But we were given hope. An operation was needed. The surgeon wanted to wait to see if Michael’s breathing would improve, not knowing whether it was caused by the tumor.

We waited. It didn’t improve.

Hugs and kisses for our Michael as the anesthesia set in, and we were guided to the waiting room. A room of love and warmth, as it was stuffed full of concerned friends and relatives.

Watching the clock. Watching.

The surgeon walked in. Confident. Called us all to him like a quarterback calls a huddle as he provided the play.

Michael’s lungs were deflated, one at a time. Holes were created in him. The golf ball-sized tumor, lodged between his aorta and spine, was cut away. Slowly, carefully. Pulled out.

We greeted Michael, finally waking, following his surgery. His face puffy and bruised. Countless tubes attached to his tiny body.

Back in his own hospital room, the medication kept him from feeling pain or from speaking much. His mama cuddled him in his bed while I slept on a nearby cot.

“Mama, I’m broken.”

He awoke, in pain.

This was the worst of it. It would soon be another day. And it would get better quickly.

Scans and samples every month. Every three months. Every six months. Every year. Distracting him with a toy as he goes into that machine again.

Waiting for results. Panicking over false spikes. Relief over confirmation that everything was okay.

These are the things I will never forget…

We Were Lucky

I’m happy to report that there is a happy ending to this story. Michael was 2 1/2 years-old when this happened. This summer, he turns 16. Michael is a healthy, smart, happy, kind, and caring teenage kid.

Not a day goes by that I don’t remind myself how lucky we were. So many families aren’t so fortunate. My heart aches for them.

This Changed Everything

It’s an understatement.

Prior to this experience, I was comfortably complacent. Happy and satisfied. Willing to let time slip away.

We are all given moments like these as a reminder. Sometimes we listen.

I suddenly appreciated everything more. I valued time with my family more. I paid attention to and appreciated the little things. I tried to ignore those things that mattered so little.

I saw urgency in the moment.

This is Why I’m an Entrepreneur

About six months after Michael’s surgery, the first of his brothers was born. I took time off to be with Michael, Ryan, and Lisa. I never returned to that job.

I chose to work for a company around the corner, rejecting the wasted hours of a daily commute.

I’d soon take advantage of an opportunity and do something crazy. We moved from Colorado to New Jersey, where I’d accept an incredible job with the National Basketball Association. A job I didn’t feel like I deserved. But one that I wouldn’t dare pass up.

Two-and-a-half years later, a decision just as crazy: I left that amazing job so that we could go back to our quiet, comfortable life in Colorado, where I would telecommute for a startup game developer.

That lasted six months. I was laid off. I waited. Took a job with American Cancer Society, where I would again work from home. Two years later, I was laid off again.

Our experiences with childhood cancer put me on this path. I would not move my family again. I would not waste hours on the road in a commute.

I wanted control over my life.

That’s why I’m here today. Everything we went through, now more than 13 years ago, provided the daily reminders of what is truly important.

This is why I’m an entrepreneur.

An Introduction to Alex

A year after Michael’s diagnosis, the Today Show played in the background. We heard the words “childhood cancer” and then “neuroblastoma.” We then saw the story of the courageous Alexandra Scott, a young girl battling childhood cancer.

Weak and sick, Alex told her story of starting a lemonade stand. About how she wanted to help other kids like her, one cup at a time. About how she raised $2,000 for that cause, and then others helped her raise another $100,000.

Alex’s Lemonade Stand Foundation was born, and we were hooked. We dedicated ourselves at that point to do all that we could to further Alex’s message.

Unfortunately, Alex was taken by the disease. But her message carries on. ALSF has now raised more than $100 Million for childhood cancer research, and one of the biggest breakthroughs has been in the treatment of neuroblastoma, the form of cancer that Michael and Alex shared.

Every year since we first heard Alex’s story, Michael would hold a lemonade stand to benefit ALSF. Over the years, he’s raised more than $20,000.

But we’ve always wanted to do more.

A Chance to Make a Difference

Ever since we were introduced to Alex Scott, our dream has been to make a difference. To someday be able to do even more.

Now that I have my own business and things are going well, what can we do? This is a conversation I’ve been having with Lisa lately.

The first step is to sponsor the Lemon Climb, an Alex’s Lemonade Stand Foundation event here in Denver. Will you join us in our support of this great cause? You can donate to our team — any amount counts!

For my family, this is only the beginning. I look forward to doing more for this amazing organization. Thanks so much for your support!

Your Turn

Everyone has their story. Every entrepreneur has something that drove them to do what they do. For me, at my core, this was it.

What’s your story?

The post This is Why I’m an Entrepreneur appeared first on Jon Loomer Digital.

This is Why I’m an Entrepreneur
Source: Great Facebook Feeds From Around The Web

Facebook Ad Conversion Attribution: What You Need to Know

Facebook ad conversion attribution is one of the most confused and least understood topics for advertisers. What is considered a conversion? Which ad gets credit?

This post will provide necessary clarification.

Ready? Let’s go…

What Does Facebook Consider a Conversion?

For Facebook to report a conversion when you run ads, you’ll first need to use the Facebook pixel. Additionally, you’ll need to create Custom Conversions or events so that Facebook knows when a conversion happens.

This part is important, if not obvious. Facebook doesn’t know when a conversion happens unless you provide rules that tell Facebook when they happen. By creating Custom Conversions or adding event code to a web page, you tell Facebook that a conversion happens when that page is visited.

Knowing that a conversion happened and reporting it are two different things, of course. Facebook will tell you how many registrations have happened, for example, on the Pixels page…

Facebook Event

And you can also see how many registrations have occurred for a particular product when hovering over the daily graph on the Custom Conversions page…

Facebook Custom Conversion

But here’s a point that is often misunderstood: These numbers do not necessarily represent the number of people who clicked your ad and converted. They include all activity on that event or Custom Conversion — whether they came from your Facebook ad, a Facebook post, or somewhere else entirely. The source doesn’t matter.

That’s why the numbers you see here will almost never match up with the numbers associated with your Facebook ad campaign. When Facebook reports that someone converted as a result of being shown your ad, rules need to apply to assure accuracy.

Here’s an example of a campaign report in Ads Manager when the objective was Conversions…

Facebook Conversions

There were 92 reported conversions in this case. That includes:

  • Anyone who clicked the ad and converted within 28 days
  • Anyone who saw the ad and converted within 1 day

Advertisers often wrongly assume this number only includes those who click the ad and immediately convert. Facebook knows who saw or clicked an ad. Facebook also knows who visited a page you’ve defined as a conversion (thanks to the Facebook pixel).

In most cases, the vast majority of your conversions will occur immediately or soon after a click. But that also depends upon how long it typically takes for someone to convert (often influenced by price or commitment level). Another factor would be if you send concurrent email messaging to the same audience.

You can either change this 28-day click/1-day view attribution or simply view how those windows currently make up your conversions by clicking on the “Columns” drop-down and selecting “Customize Columns.”

Facebook Conversions

At the bottom right, you’ll notice the default attribution settings.

Facebook Conversions

Assuming you haven’t changed them, they’ll be 28-day click and 1-day view. But you can actually change this default by clicking on the “Edit Attribution Settings” link.

You’ll be taken to your Reporting Settings…

Facebook Conversions

Click on the Edit link…

Facebook Conversions

This allows you to change attribution to “Click” only if you want, or you can adjust the sliders to change the days in each window.

Back to where we were, click on the “Comparing Windows” link…

Facebook Conversions

You’ll then get checkboxes for 1, 7, and 28-day Click and View attribution windows.

Facebook Conversions

For fun, let’s select them all, and then click the “Apply” button.

You’ll now see three new columns each for View Conversion and Click Conversion.

Facebook Conversions

Hover over the data in a column to see what it represents.

Facebook Conversions

In my example above, you’ll see the following:

View Conversions:

  • 1-day: 0
  • 7-day: 1
  • 28-day: 1

Click Conversions:

  • 1-day: 91
  • 7-day: 92
  • 28-day: 92

Understand that if something falls within the 1-day window, it also falls within the 7 and 28-day windows; and if something falls within the 7-day window, it also falls within the 28-day window. So there are a total of 92 click conversions and 1 view conversion here.

You’ll recall that by Facebook’s default attribution settings (1-day view and 28-day click), there were 92 conversions. We can see now that these all fall within click conversions (91 1-day clicks and 1 7-day click). The 1 7-day view isn’t counted because it falls outside of the 1-day view attribution window.

So in this example, we can see that almost all of the people registered on the first day of clicking the ad.

When Will You See Conversions Beyond 1-Day Click?

As mentioned briefly above, there are two primary reasons why you may see more of your conversions happen beyond the 1-day click:

1. It often takes longer than one day for someone to convert.

The typical registration is a simple decision. Do I want to register for this free thing? But a purchase decision, in particular, is more complicated.

Does the potential customer have enough money? Do they have their credit card handy? Do they need to do some research before making their decision?

The more money a product costs, the longer we can expect the decision to take. And as a result, you may see more conversions happen beyond the 1-day click.

2. You are sending concurrent messaging to the same audience via email or other means.

Consider this scenario…

You reach Person A with an ad for your product. They see it, but don’t act. Facebook knows that the ad appeared in their news feed.

Later that same day, you send an email to this same person. They then decide to act and make the purchase.

Facebook will count this as a view conversion because it happened within one day. If it takes longer than a day, Facebook will not count it (at least, according to the default settings).

Some advertisers don’t like this. But my counter is that the ad likely contributed. The person may not have acted on the ad, but that branding and messaging may have helped make the decision to open the email, click, and buy.

Of course, if you don’t like this attribution, you can change it!

Which Ad Gets Credit?

Let’s consider another scenario…

  • 30 days ago: User clicks ad, doesn’t convert
  • 14 days ago: User clicks ad, doesn’t convert
  • 7 days ago: User views ad, doesn’t convert
  • 2 days ago: User clicks ad, doesn’t convert
  • Today: User views ad, converts

According to the rules mentioned above, there are three ad actions that could qualify as a conversion (14-day click, 2-day click, and 1-day view). So do all three ads get credit??

Nope. And while you may assume that the ad the user viewed today would get credit, you’d be wrong.

Here are the conversion attribution rules when a user is shown more than one ad and then converts:

  1. The ad that received the most recent click (assuming it falls within attribution window)
  2. If no clicks, the ad that received the most recent view (assuming it falls within attribution window)

So in the example above, the 2-day click would get credit because it was the most recent click. Had there never been a prior click within an attribution window, the 1-day view would have received credit.

Your Turn

Clear as mud? Hopefully, this helps you better understand how Facebook counts a conversion. The primary takeaways are these:

  1. Default attribution is 28-day click and 1-day view
  2. When multiple ads are shown to the same person, the most recent click wins

Anything you’d add? Let me know in the comments below!

The post Facebook Ad Conversion Attribution: What You Need to Know appeared first on Jon Loomer Digital.

Facebook Ad Conversion Attribution: What You Need to Know
Source: Great Facebook Feeds From Around The Web

My 15 Facebook Ad Campaigns

I’m often asked for examples of how I use Facebook ads. Since I recently restructured my own campaigns, I thought it would be helpful to share the 15 Facebook ad campaigns that I’m running right now.

That doesn’t mean that these campaigns are perfect. Some will work, and some will fail. I’ll undoubtedly tweak, adjust, and create new campaigns in the very near future.

But this restructure gives you a behind-the-scenes look at what I’m thinking about when I’m creating my own campaigns.

Here we go…

Motivation Behind the Restructure

It’s far too easy to get stuck in your ways, particularly when things are working. I suspect that’s where I was recently when I decided to shuffle the deck a bit.

I had fallen in love with a few targeting methods. In particular, I was targeting my website visitors who spent the most time on my site. This was an all-purpose audience that was being used for multiple objectives.

A Facebook rep will tell you this is a bad idea. The know-it-all advertiser will tell you the same. “Too much overlap,” they say. “You compete with yourself in the auction.”

The truth? That targeting was awesome. I don’t care about “competing with myself” if it provides the results I want. And I was getting great results.

I stuck to that approach when writing my post about Delivery Insights. If you aren’t familiar with the new tool, it helps you see things like Auction Overlap.

Since I rarely target broad audiences like Interests and Lookalikes, I tend to have high Auction Overlap. And as stated above, that’s not necessarily bad in and of itself.

By doing so, I don’t drive up the price of my own auctions. Instead, Facebook prevents this by automatically removing targeted people in a poorer performing ad set when they show up in the same auction multiple times.

So as long as your targeted audience is deep and awesome, you’ll be fine. And that, at least, has been my explanation for using that approach.

But I’m not averse to change. And I also love experimenting. So I figured, why not? Let’s scrap everything and start over.

And I think regardless of where this goes, we all need to “scrap everything and start over” every now and then. It challenges your assumptions. It allows you to see from a different perspective. You gain knowledge.

Overview: My 15 Facebook Ad Campaigns

I’ll be honest: I don’t typically have 15 campaigns running at a time. But this exercise forced me to go there.

I wanted to be sure to cover every objective. But I was also conscious of not using the same audience too often.

That realization opened things up a bit. It allowed me to get a little creative with how I targeted people and when.

My end goal wasn’t to completely eliminate overlap. Overlap will surely continue to exist.

Instead, I wanted to avoid using the exact same audience in multiple ad sets. I wanted to leverage the most engaged for the bottom of the funnel while going after those lower-engaged users for the top of the funnel.

And that funnel is critical. I talk about it a lot. My central strategy is to drive people through this basic funnel:

  1. Top: Consume Content
  2. Middle: Provide an Email Address
  3. Bottom: Purchase

The result is that I target a broader audience for the top of the funnel, getting more precise as we go down. I end up spending more money at the top than at the bottom.

Another reason this is my focus is because Facebook ads aren’t the end of the game for me. My primary goal with ads is to drive traffic and build my email list. My email list then does the bulk of the heavy lifting with selling.

Enough talking. Here’s a 1,000-foot view of my 15 Facebook ad campaigns…

My 15 Facebook Campaigns

In the grid above, I break this up by goal. The top group is driving traffic, the middle group is building my email list, and the bottom group is selling product.

Don’t be distracted by campaign objectives. I use the “Reach” objective to sell sometimes because I want to reach everyone within a very small, relevant audience (like those who registered for a specific webinar during the past 14 days).

In the grid, I give you the basics regarding the following:

  • What I’m promoting
  • Campaign objective
  • Targeted audience
  • Excluded audience
  • Daily budget

Just know that I’m leaving out A LOT from this grid. I wanted to be as concise as possible so that you could actually read it (even if you still need to squint a bit).

Now, let’s take a closer look at each step of the funnel…

My Funnel: Driving Traffic

I complicated my funnel in January when I started writing about the entrepreneur topic in addition to Facebook ads. As a result, we have to nearly double the budget and campaign creation.

In a typical week, I write two blog posts: One about Facebook advertising and one for entrepreneurs. I then promote those two posts for one week — until the next posts are published.

This is an ongoing process. So while an individual campaign will only last a week, the approach itself doesn’t stop. I’m always promoting two blog posts.

While I’m not a big fan of targeting Interests and Lookalike Audiences, I’m more willing to do so at the top of the funnel. This is actually the first time in a long time that I’ve done so while promoting my Facebook advertising content.

But I do need to utilize these audiences for promoting my entrepreneur blog posts. The reason is simple: My audience of people who have read my posts for entrepreneurs is still growing. It’s a fraction of those who have read my Facebook advertising posts. I need to go beyond that.

All blog posts for entrepreneurs have “entrepreneurs” in the URL; all blog posts on Facebook ads include “facebook” in the URL. That’s how I’m able to create Website Custom Audiences around visitors who read posts on a single topic.

Facebook Website Custom Audience Entrepreneur

Most of these campaigns are pretty basic. I just promote the post that I shared to my Facebook page where I shared that blog post. And I leverage that same ad for multiple ad sets.

But you’ll notice that my third campaign is a blog post carousel…

Facebook Ad Carousel

This carousel consists of 10 of my most popular and recent blog posts on Facebook ads. I target those who visited during the past 31-60 days (but not during the past 30). This is an attempt to re-engage those who haven’t visted lately, driving them deeper into my ads funnel.

There’s another, more complicated campaign that’s for my most recent subscribers…

Facebook Ad Campaign New Subscriber

This is one of a series of ads that people who are new to my email list will see. I’m not selling anything yet. Just introducing you to what I’m all about.

This is done with a little Infusionsoft tagging magic. We have some automation in place that detects a new subscriber (as opposed to a current subscriber who made another action). They are then tagged and put into a “New Subscriber” email campaign. When that campaign completes, that tag is removed.

I created a Custom Audience based on that New Subscriber tag, and it is synced using a third party tool. So as long as a user is tagged as a new subscriber (it’s a short period of time), they’ll be seeing these ads.

Once again, I want these new subscribers to click on more links. When they do, they’ll be added to audiences that will be targeted further down the funnel.

My Funnel: Building My List

As explained yesterday, my list is critical to the success of my business. And Facebook ads are a big part of how I build that list.

At this moment, there are three lead magnets driving my list-building efforts with Facebook ads:

The Keys to Success video series is currently only available via Facebook ads, and I started promoting it (with lots of success) beginning last Friday. I plan to also create a video series for entrepreneurs.

Keys to Success Video Series Facebook Ad

The webinars occur on a near monthly basis. I do take some months off here and there, but the Keys to Success webinar, in particular, will air seven more times this year.

For each webinar, I create two separate campaigns:

  • Campaign #1: Lead Generation Objective
  • Campaign #2: Conversions Objective

The first campaign utilizes Facebook lead ads, which keep people on Facebook via a lead ad form. The second sends users to a landing page on my website.

I’m often asked why I use both. Well, the truth is that there are advantages and disadvantages to each approach. I’m not ready to commit 100% to one. The results tend to be about the same for me, too.

Something else you may notice is that I have two different strategies for my webinars:

  • Ongoing: Target very recent website visitors
  • 1 Week from Webinar: Target larger group

I want to focus on a small audience for most of the promotion of these webinars. In this case, only those who have visited during the past few days (excluding several groups, too). That way, those who don’t register won’t see these ads forever.

But that daily budget is modest, and I want to push registration as high as possible. So I’ll expand the audience for a week prior to the webinar start date. I’ve created all of those ad sets to run for my scheduled webinar dates for the rest of 2017.

My Funnel: Selling Product

Finally, I sell. As mentioned many times before, this isn’t my primary focus with Facebook ads. But I do sell as well, even though I dedicate the smallest proportion of budget here.

The reason why it gets the smallest budget is simple: The audience I target is largest at the top of the funnel and smallest at the bottom. To spend more, I’d need to expand the audience — making a sale less likely. I prefer to sell only to those most likely to buy.

In all, I have seven campaigns running to promote products. But the reality is that I only have five products to sell (at this moment):

So I’m promoting everything. I just don’t have a lot of products to sell.

Notice that in each case, I’m very careful to only sell to those most likely to buy that particular product.

  • Facebook Pixel Training Program: Those who registered for Keys to Success webinar or video series recently
  • PHC – Basic: Those who read a Facebook-related post on my website two times in the past 14 days
  • PHC – Elite: Those who read a Facebook-related post on my website three or more times in the past 14 days
  • PHC – Entrepreneurs: Those who are PHC – Elite members AND read an entrepreneurs post on my website
  • One-on-Ones: Those who are in the top 5% of time spent on my website during the past 30 days

I also created an “Abandoned Cart” ad for Power Hitters Club and the Facebook pixel training program.

Abandoned Cart Facebook Ad

Those who visit the landing page for one of these products during the past seven days but don’t convert will see this ad.

This is also where I’m much more likely to optimize for Reach. The reason is quite simple…

If I optimize for conversions, Facebook is going to show my ad to a small percentage of people within my targeted audience who are most likely to convert. While that’s typically acceptable (and even preferred), this isn’t what I want for a very small and relevant audience.

The abandoned cart audiences are tiny. I also want to reach ALL of those who registered for a recent webinar. No optimization needed, Facebook. Not in this case.

Your Turn

So these are the 15 campaigns that I’m running right now. As I said at the top, these campaigns aren’t perfect. The situation is fluid. I’m constantly tweaking, stopping campaigns and adding new ones. But this is a snapshot behind the curtain.

What campaigns are you running right now? What is your strategy?

Let me know in the comments below!

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My 15 Facebook Ad Campaigns
Source: Great Facebook Feeds From Around The Web