Facebook Ad’s Reloaded

Keep it Organized

• To use Facebook Ad’s effectively in today’s market you must have Funnel• Over the last week we have covered the small pieces of this Funnel

(we will be continuing our “set-up” next week as well)• We have talked about

Website Conversion PagesWebsite Custom AudiencesAd Campaigns and Ad SetsDemographics for your NichesImages that catch attention

• That’s a lot of moving parts• It is important to keep track of these moving parts

Which conversion page goes with which Ad setWhich Image goes for which pageWhich WCA goes with which step of the Funnel

• Just as important as it is to have a “process flow” for your Loans(Chad did a class with us on his teams process flow if you need a good template)• It is important to have a process flow for your marketing strategies

• That especially true of Facebook Ad’s strategy• Without a process to follow you may miss an important step• Or worse not be able to properly analyze the results of your ad’s and

determine what works and what doesn’t

• Lets break down the steps in order -

• The first part of the Process is to identify the Goal(what are you trying to accomplish)• To get VA Loan buyer leads• To get First Time Home Buyer leads• To get Real Estate Agents to come to your presentation• To get seniors to inquire about a Reverse Mortgage

• Once you have identified your goal, create an offer of value that people who can help you achieve your goal will benefit from• What is the major benefit of buying a home with Veterans benefits?• What information would help a First Time Homebuyer make a better

buying decision?• Why would a real estate agent want to go to your presentation?• What would a reverse mortgage do to solve a problem I may have?

• Those first 2 steps in the process dictate how everything else will go• You must know what your goal is first• Then you must have an offer that will entice people who can help you

• The rest of the process is dependent on this

• The 3rd step in the process is to create your Initial conversion page• The platform you use makes absolutely no difference• The content and how you use it makes a HUGE difference• A viewer should be required to fill out your form to get the value item• But the form must NOT be anything more than name email, maybe

number• This page is for introducing you to a prospect, NOT, to sell them• 97% will not do anything, so just give them what they came for easily

• The 4th step is where you begin the process of conversion• 97% will NOT do anything (including fill out our form to download our

offer)• This step makes that ok• Create a Website Custom Audience in FB and paste the Pixel Code to

your conversion page header section• The Pixel Code allows us to put a “cookie” on peoples browsers who

visit our website • The WCA is a list of those website visitors who have the cookie

• Step 5 is to create an Ad in Facebook for website clicks to your new conversion page• Use the incredible amount of data Facebook has collected to target

your best prospects • Use exact address• Look only for renters or current homeowners• Use age, income, whether or not there is a veteran in the home

• Make sure your Headline speaks to your target• Use a the benefit for the description to increase clicks• The goal is not to give away as many check lists or downloads as you

can• The Goal of this first ad is to get people to your website• You will use your WCA to develop the relationship• Use an image that will catch their attention

• With your Goal and your offer in mind begin step 6• Create a secondary offer page• Provide a benefit, but more than that, display your expertise• The secondary offer page is much like the first• Give them value and explain the benefits• Have a form to get the offer – • You will see this form used more – starting to get conversions

• Step 7 goes right along with the previous step• Create ANOTHER WCA for this new page• Paste the Pixel Code if you created a new site for the secondary…if it

is a sub domain you already have the pixel there• Make sure to name your audiences as you go• This will help you know which audience goes for which ad

• Step 8 is to create another Ad in Facebook• Use the Website clicks type of ad and use the URL address of your 2nd

offer page• This ad is ONLY going to target your First WCA• These are people from your demographics who have clicked on your

website• It does NOT require they complete the form, just that they went there• This list is small • But it is ONLY people who are definitely interested in your offer

• Step 9 is to prepare your Conversion Page• This is the 3rd page but the most important• This is your closing page• Have a strong call to action that directly asks for the business from

your prospects• Break down the benefits again of the first two pages and then ask

them if you can help them enjoy those benefits

• Step 10 is to create your Close the Sale Ad in Facebook• Use the website type of ad and use the URL address of the new

Conversion Page• This ad will only be seen by people on the 2nd WCA• This means these are people who are –

Specific to your demographics of who your target isThey have checked out your first and second offers• These are your very best prospects of people who have already

identified their interest level

• The secret is in the set up• Once you have these pieces set up• Editing the existing to conform with new niches is easy• All that is left is to monitor your statistics• If you notice one ad performs better or worse, determine what it is

that makes it perform that wayThe image is goodThe image is not goodMy headline is getting clicks but no one is filling out the formI don’t get many clicks but the ones that do click convert

• Those are the indicators you need to stay on top of to make sure you are getting the most out of your ad’s• Look at it as a machine that needs to have its pressure checked and

new oil now and then• It’s not a matter of building a new machine, you just need to do

maintenance on the one you already built