Today, I’m going to look specifically at your landing or opt-in page optimization, but the same basic principles apply to sales or offer pages. 

I’m going to look at three core elements of landing page optimization. 

1. Page layout and the key elements to be included. 
2. The five core elements of landing page optimization. 
3. How to approach conversion rate optimization.

It isn’t always evident just how important landing page optimization is until you analyze the figures. Let’s say you have a Facebook® Ad campaign driving traffic to an opt-in page and that page is converting 20% of people who visit.

At a 20% conversion rate, each lead is costing you $10.

If you optimize your landing page and take the conversion rate from 20% to 40%, with everything else remaining constant, your cost per lead will drop from $10 to $5. 

A 40% conversion rate is ok but it is possible to do so much better. In most campaigns, this should be your starting target rate. So what if we were to go a bit further, and optimize the  conversion rate from 20% to 80%, 

At an 80% conversion rate, with everything else remaining constant, your CPL will drop from $10 to $2.50. 

Conversion Rate Optimization (CRO) is a powerful tool in reducing your cost per lead. The reason why I place so much emphasis on CRO is that it’s next to impossible to get the sort of improvement possible through CRO  from tweaking your Facebook® Ad audience, or creatives. 

CRO It may not be the most glamorous part of Facebook® advertising, but it’s the part that will provide the greatest return on investment, especially in the early phases of your campaigns.

Key Components of a Landing Page

Often, we want to get as much stuff as possible onto our landing page to convince somebody that they should sign up. But what I have found in practice is the simpler and more straightforward your page is to start with, the more effective and higher converting your landing page will be. 

Over time, when you start applying these optimization concepts, you will be able to add more content because you will know what to test, how to test, and how to track people’s reactions.

When designing your opt-in page, especially for a free lead magnet, a key concept is; less is more. When starting out make sure you keep your opt-in page to the depth of a single screen. Focus on getting all relevant information onto this one page while leaving lots of “white space”. 

Here are the elements you want to include on your opt-in page. 

Headline

First, you have a headline, which is probably the most important element of your landing page. Your headline is a couple of words, six to 10 words max, which describes exactly the premise of your lead magnet, in order words, what your Perfect-Fit Client can hope to achieve or avoid when they implement your lead magnet.

Subhead

Then comes your subhead which gives them some further qualification on your headline. Your subhead will be 1-2 lines of text max. The purpose of your Headline and Subhead is to outline the key benefits of your offer and how their life will be better once they have put what you have to offer into action.

Body Copy

Then you’ve got your body copy, which is normally 3-7 bullet points underneath your subhead. When you are drafting your body copy don’t just tell people what is in your lead magnet. Tease them with the opportunity of what is possible for them once they have the knowledge you are about to share in their life.

Image

Every landing page should contain an image. The image should connect with your Perfect-Fit Prospect. Either it should represent their struggle, their opportunity, or what they are going to get when they give you their email address. 

Another approach is to build the bond between you and your prospect by using a photo of you which in some way supports the transformation that you have to offer through your lead magnet. 

Registration Button

The registration button speaks for itself. This is the button that someone will click to enter their details and register for the lead magnet. But don’t discount the impact that the button has on CRO. I have seen simple tweaks to button color and text bring about 10%-15% conversion rate improvements on landing pages that were already converting highly. As we see below in the Call To Action section the impact on your CRO also have a registration button and an image. 

Keep your landing page as simple as possible, to begin with. The best way to think about is. If you don’t know that a specific word is moving your prospect towards opt-in, there is a chance it will repel them. Individual or lose words can have a detrimental impact on conversion rates so the best approach is to start light and over time as you learn the language, phrases, and words that drive conversion you can start expanding your copy. 

What’s The Goal of Your Landing Page?

The goal of your landing or opt-in page is to connect on an emotional level with your Perfect-Fit Client. You want to be very specific about what they will experience when they get your lead magnet into their hands and in particular how their life will look, sound, feel and in very quantifiable ways be better than it was before they signed up. 

In addition to the emotion, you also have to give them some hard logic to back up their decision. 

As humans, we make decisions based on our emotions, but we need to have the logic to justify our decision.. We want to believe that we are logical beings, so you need to give some logic for our Perfect-Fit Client to cling to. Enough logic that they say, “Yes, this makes sense”

But be under no illusion what drives our decision-making process is our emotions and this is where the majority of underperforming landing pages fall down.

If you can imagine a better future for your Perfect-Fit Client that even they themselves have not seen and paint a vivid picture for how they can achieve that through your offer that is when you have dialed in a knock-out, no-brainer offer.

You can 

There are two different approaches when it comes to painting a better future for your Perfect-Fit Client. You can go positive and  move them towards attaining some pleasure or you can help them move away from something negative or some pain point., 

An unfortunate fact of human nature is that we will do more to avoid pain than we will to gain pleasure. Many people try to resist this but 9 times out of 10, when you test it, avoidance of pain or highlighting the negative will tend to get you slightly better results. 

But still, I am an eternal optimist so I always run positive v negative split-tests to find out which one performs better in a campaign.

When it comes to the order of optimization I always work in the order listed above:

1. Headline
2. Subhead
3. Body Copy
4. Image
5. Registration Button

4 Core Elements of Landing Page Conversion Rate Optimization

Design

There are certain tried and tested, proven design features that increase opt-ins and those that decrease opt-ins.

One of the big ones that I shared above was getting the majority of your key information above the fold. People need to have all the information they need to make a decision and the ability to enact that decision without scrolling. 

The only reason you should have information below the fold is for people who are sitting on the fence and need a little push over the edge before signing up.

Far too often, I go to opt-in pages and the button to register is below the fold. Most people land on a page and then they just bounce off it. If they don’t see that there’s some action that they’re being guided to take, so guess what they take the easy action and just leave the page.

Now putting the key information above the fold isn’t an excuse for shoving hundreds of words into a small space. It is a distillation process. What are the fewest words which can have the maximum impact?

From here it is a matter of how the key information is highlighted? You want to have your headline in a larger font. Your headline should be the most prominent thing that people see on the page. 

Then their eyes should be drawn to the subhead. Your subhead will be in smaller font but bigger than your body copy. The headline and the subhead should be the most prominent elements on the page. The acid test is; if the page was to be flashed in front of someone for only 3 seconds would they be able to recount the general gist of the headline and subhead?

And remember simple designs are going to win the conversion battle. People need to be able to see the key information on the page and not be distracted by overly distracting elements or difficult to make out elements. 

Make good use of contrast, don’t place light fonts on light backgrounds. No matter how good something looks, if someone has to grapple for even a second to read it you have lost them. Make sure your message jumps off the page and hits them between the eyes.

And when I say landing page design, effective landing pages don’t have to be beautifully designed.. Very often plain, ugly landing pages convert at a higher level. 

The most important thing is not how beautiful the page looks but that a visitor knows exactly what they are going to get, it answers the question of what’s in it for me?, how their life is going to be improved and tells them clearly the action that they need to take.

Copy

The second key Conversion Rate Optimization factor is your page copy. The most important element of your opt-in or landing page copy is your headline quickly followed by your subhead. You have to be specific, you have to verbalize your promise in concrete terms. Your copy has to future pace your Perfect-Fit Client into a world where they can experience in real terms the transformation that you are offering. 

Broad promises like “follow my method to improve your guitar playing” or “become a better guitar player” just won’t cut it. You have to promise people a specific outcome like “learn to play 10 songs, back-to-back, in front of an audience, within 3 months, while practicing for just 10 minutes a day”.

What difference do you think the above would make to your conversion rate?

CTA – Call To Action

The third key Conversion Rate Optimization factor is your call to action. If want to get somebody to click a button and to open up the opt-in and submit their contact details. The placement of the button and the copy on the button are hugely important. 

First off the button has to be above the fold or visible on the first screen of someone who lands on the opt-in or landing page. And remember, the majority of traffic coming from Facebook® ads, will visit your opt-in page on mobile. 

This means that it is even more important that the opt-in button appears above the fold on mobile. In fact, I would go so far as to say that you should be designing from a mobile-first perspective with the desktop design a secondary consideration,

But it isn’t just about button placement. You also have to make sure that the CTA on the button or button text is benefit-driven. CTA’s like “register now” or “sign up now” are not very effective. Instead, link it to the benefit or transformation that you can provide.

Continuing my guitar example above, one possibility for the button text could be “Discover The Easy Way To Learn 10 Songs In 3 Months”

Bonus points if you can add scarcity to the CTA.

Registration Form

The fourth element is your registration form. Every opt-in page will have some type of form which enables people to submit their details. There are two distinct approaches to opt-in form design which I test on every campaign I run. 

The first is where all the fields that someone needs to fill out are visible on the opt-in page and the second is where the fields of the opt-in form are not visible until a visitor clicks the button to register. Both of these are valid options and I have yet to find conclusive evidence across multiple industries and avatars as to whether one converts at a higher rate than the other which is why I always test each format.

For every extra piece of data that you ask for on your form, you are going to reduce your conversion rate. 

For example, if you ask for the first name, last name, email address, company name, address, phone number, then you are going to have a lower conversion rate than if you only ask for an email address. 

In my own email marketing, I like using somebody’s first name. So I will always at least ask for the first name and email, however, some hugely successful marketers don’t. They just ask for the person’s email address, because it increases their conversion rates.. 

You will need to find the balance in your business and figure out the information that you specifically need from your opt-in form. In the majority of cases, email addresses and first names will suffice. 

However, if you wanted to add in additional data fields, let’s say you’re doing a webinar and you want to improve your show-up rate, you could ask for a person’s cell number. In this instance, a multi-stage form could be a good idea. 

If you do want to ask for multiple data points, you can show the email address and first name fields on the first screen. When they click submit on that, then they get presented with a second screen where they are asked for further information, in this case, their cell phone number. 

This approach works because you are evoking an escalation of commitment. Somebody puts in their email address and their name then they click submit. They think that’s job done. And now they get asked for additional information. At this stage, they’ve already committed to the process and they feel compelled by their need for consistency to finish out the process. That’s why the multi-stage form works so well.

How To Practically Implement Landing Page Conversion Rate Optimization?

It’s very important to be methodical with your Conversion Rate Optimization (CRO). That means documenting as you go, because on longer-term projects, you’re going to make a round of optimizations, and sometime later, you might end up trying the same or similar optimization again. 

If you don’t have a documented approach to your Conversion Rate Optimization, you’re going to end up redoing things and losing the outcome or learning from the optimization. Start an optimization diary and document every change you make.

The cycle that I like to follow when it comes to CRO is as follows:

1. Analysis
2. Hypothesis
3. Prioritization
4. Test
5. Feedback & Implement

The first thing is an analysis which will normally start with your stats. If you’re running a Facebook ad campaign, have either a Google Sheets or an Excel doc set up where you can track the daily performance of the ads and the daily performance of your opt-in page. It is hugely important not to rely on the stats from Facebook alone. You need to track the actual registration through your opt-in page or your email platform. 

Due to the iOS 14 update, Facebook® isn’t going to be able to report on everybody, who registers through your opt-in page so you’ll be presented with a  cost per lead in Facebook® of a  certain rate. Often, however, you will find that you end up with more email addresses than Facebook® reports, which will have an impact on your real CPL. 

Based on the analysis of your stats you can then start to build your hypothesis. 

For example, I had a Facebook® Ad campaign that was underperforming. Our cost per lead sucked, to put it mildly. This was a campaign that we had spent months on with a significant upfront investment, and it looked like it was tanking. 

But a change to just 33 words not just brought the campaign back from the brink, but turned it into a wildly profitable and successful campaign. We were launching a webinar series on which an offer was to be made for a digital product. We ran this campaign by the book even hiring a top copywriter with serious chops to draft the promotional content for the webinar, including the webinar registration page. 

When it came to launch, we were so excited to see this take off, but it stuttered badly. We struggled to get leads from our Facebook ads and the ones, we got were far too high a price to make the campaign work in any way and be any way profitable.

We looked at the Facebook ads and the stats. The click-through rate was okay. We’re getting traffic to the page, but that’s where the campaign was breaking down, it was clear that the biggest issue was not the ads themselves, but the conversion rate of the opt-in page. 

Having analyzed the stats we formed our hypothesis. There were many changes and optimizations that we could have made but we had a feeling that the headline and subhead were causing the majority of the problems.

So with that information in hand, we Prioritized the optimization of the headline and the subhead and moved into the testing phase. We ran a split test between the original page and the revised one, and instantly we saw a result.

Within 3 iterations we had boosted the opt-in rate from just under 20% to 78%, bringing the CPL from $28 to just $7. But the benefits did end there because we took our learning from the opt-in page optimization, fed it back into the optimization process, and applied it to the ads which drove our CPC and ultimately our CPL even lower.

And remember, landing page optimization is a process. It’s not a matter of getting it perfect, it’s just a matter of getting it started. Because 90% of marketing is your ability to plan, act, reflect and refine. Plan for what you want, take action, reflect on your results and then refine your approach. 

And remember, if you ever have a campaign that is not performing how you would like, or the conversion rate of your opt-in page is struggling, we are here to support you, simply book your FREE Focus Strategy Session today.

And this certainly is true, but I would like you to start thinking of an offer in terms of any time you ask somebody to take an action. In essence, this means that every piece of marketing contains an offer. 

Whether you want to challenge people to change their opinions or their mindset, whether you want them to visit a landing page or whether you want them to register for a lead magnet or even buy a $7 product or a $4,997 product. In every instance, you are making an offer. 

And the beautiful thing about offers is that they are fractal. In any marketing campaign, you’re going to have these stacks of offers to get somebody from the beginning of a campaign to the end of the campaign.

Both micro and macro offers follow the same approach and the principles that we’re going to discuss today will apply equally. 

Without a strong offer, your Facebook ads will flop, your campaigns will struggle to get off the ground, your business growth will be slow and painful, you’ll continuously feel like you’re pushing a boulder up a mountain. Your promotions will be inconsistent. Sometimes you’ll strike it lucky, other times you’ll struggle. Ultimately, you will fail to have the impact that you know you can have in the world. 

But if you nail your offer through your Facebook ads to your promotions, then you’ll consistently outperform your expectations for both ads and campaigns. You will attract streams of Perfect-Fit Clients with ease, your business will go from strength to strength effortlessly, your Facebook ads costs will drop and your cost per lead along with your cost per acquisition will be slashed. 

So ultimately, your profitability will go through the roof.

The Role Of The Offer When It Comes to Launching, Optimizing, And Scaling Profitable Facebook Ad Campaigns

Offers are one of the key 80/20 levers in your business. Focusing on honing your offer will produce more revenue and clients than almost any other single aspect of your business. A knockout offer will carry poor marketing, but the best marketing in the world will never overcome a poor offer.

One of my clients had been struggling in his online business for years. He had an amazing product that got fantastic results for anybody who followed his process. 

The testimonials from people who went through his course were simply astonishing, and he knew when somebody experienced his course, they’d be hooked for life. But he struggled to gain traction, build his list, and get people to register for his course. 

He knew his business could be doing so much better, but he just couldn’t figure out what the problem was. When we sat down and analyzed his business, then the issue became clear. He was lacking one of the key ingredients needed to fuel an online business, and that was a knockout offer. 

And while it was clear that this was the issue with his primary course, what amazed him was how this issue permeated through so many other areas of his business and his funnel. He was struggling because he didn’t understand the power of a knockout offer.

One thing that cannot be highlighted enough is you have to know your avatar before crafting a knockout offer so that you can speak the same language and answer your Perfect-Fit Clients’ questions and objections with your offer. 

You have to be able to read a page in your Perfect-Fit Client’s diary to them in such a way that they feel you are looking over their shoulder. One way of getting to know your avatar better is through surveys. This is possible if you have an email list or a following on Social.

Ask people specific questions about what problems they’re having, what pain points they experience, what do they want their life to be like? Another source of information is Reddit. Go find the Reddit that specifically deals with your core topic in your business, spend time, research, pick out the specific language people use, copy and paste their words from Reddit into a Word doc. 

What are their pain points? What do they want? What are their goals? What are their ambitions? What are their fears? Where are they feeling disrespected? 

I also love the strategy of getting involved in communities, like Facebook groups. Get in there, ask questions, participate, observe, look at what other questions people are asking, look at the answers that people are giving. All of this will help you build a very detailed profile of who your avatar is, what they want. 

Once you are armed with this data, your job is to then link both the attainment of the positive and avoidance of the negative to your product, course,, membership or coaching program. 

Hopefully by the end of this post, you will be inspired to see every step along your Value Ascension Roadmap as an opportunity to craft a knockout offer to help your Perfect-Fit Client achieve their ultimate transformation, one step at a time.

Your First Job Is To Answer The Question: What’s In It For Me?  

When it comes to offers, the first thing you have to do is make sure people can answer the question,  what’s in it for me? 

Your offer has to answer a very specific problem or pain point.

For example, if I was to put an offer to you, “Hey, please donate $5 to UNICEF.” Sure, that’s just a noble thing to do, and maybe some of you might take me up on the offer. 

But if I was to put a slightly different offer to you. “Please donate $5 to feed a family of three in Ethiopia for a week.” Now that is a different proposition. 

The difference was evoked by the specificity of the second offer. It answers a very specific problem and speaks to a very specific, desirable outcome. 

One problem that I often see with offers is they’re very bland and generic. Using the example of learning to play the guitar. Nobody wants to be “better” at playing the guitar, they want to be able to play 10 songs back-to-back in front of an audience in three weeks, practicing only 10 minutes per day. Again, think about how different those two offers are.

In marketing we always have to overcome one major human trait; people are inherently lazy. This isn’t a slight on anyone, in particular,  it is how we have evolved. 

Remember, it wasn’t that long ago that humans were living as hunter-gatherers and the conservation of energy was essential for survival. If it wasn’t hunting, humping, or contributing to the tribe, it wasn’t deemed important. 

We may have fancy iPhones, cars, and all the technology in the world, but we haven’t out-evolved our primal instincts. You need to smack people over the head with why what you’re saying matters and how it will make their life better in specific terms. 

They have to know why they should expel calories to take the action that you are asking them to take. So it has to answer the question, what is in this for me? 

Future Pace Their Experience And Make It Real

Paint a picture of how their life is going to be made better by whatever it is that you’re offering. Never assume that people will connect the dots, spell it out. 

One framework that I find especially beneficial for this is the FDE benefits framework.

F: Functional Benefits

The F stands for functional benefits, or how it improves their lives. If you were to buy a car for example, how it will improve your life? Your car will get you from A to B, it will keep you dry while doing so and you won’t have to clean up horse poo. These are the functional benefits. 

D: Dimensionalized Benefits

The D stands for dimensionalized benefits. This is where you paint a picture for people of how the functional benefits look in their lives. So if I was selling a car, I’d paint a picture of them driving through the countryside with the top-down on their convertible with the wind blowing in their hair, and enjoying the car. 

E: Emotional Benefits

The third element of this framework is the emotional benefits. This is how your Perfect-Fit Clients will feel after they experienced the dimensionalized benefits. Having driven through the countryside with the wind in their hair and enjoying the drive, how will they feel after that? 

You are future pacing them, bringing them on a journey to show them what life will be like for them once they have experienced whatever it is that you’re offering.

Package Your Offer So It Feels Like A No-Brainer

The prominent marketer Todd Brown talks about a SIN Offer. This stands for:

• S: Superior
• I: Irresistible
• N: No-brainer

When you think about how your offer is superior, think about how your offer is better than all the other offers out there. 

If you struggle with this intellectually and you honestly don’t see how your offer is superior, then I advise you to go back to your avatar research and see what pain points or desires you have not included in your offer. 

If we’re looking at an offer from a lead magnet perspective, and you don’t feel that it is in some way superior to other content that’s out there, maybe you should spend some time working on it until you have found an angle that makes it superior.

Irresistible; your offer has to create an emotion that draws people in. Here comes again the importance of your avatar research, because you wouldn’t be able to reach your Perfect-Fit Clients on an emotional level unless you truly understand their language. 

And last but not least, your offer has to be a no-brainer. So somebody has to see it and go, “Yes of course, why would I not accept this?” 

Imagine someone offered you a brand new Ferrari in the morning, no strings attached, no hidden gotchas, would you accept it? Of course, you’d accept it, why wouldn’t you accept it? Even if you have no interest in cars, you’re still going to accept it As you could still sell it, and make a lot of money. 

Every Action Has A Cost: Price v’s Value

Before pricing an offer, let’s look at the different components of an offer, like deliverables, features, and advantages. If your Facebook Ad is driving people to a lead magnet Think about deliverables for the lead magnet, what is a Perfect-Fit Prospect going to get? A checklist? A video? A guide? A fill-in-the-blanks template? 

Then think about the features of your lead magnet. What would that deliverable enable someone to do? If somebody had this guide, checklist, or video, what would that enable them to do better in their life? If they were able to do that “thing” better in their life what would that mean to them? Would they be able to earn more money, would they be able to save more money? Would it save them time or give them more free time. If they had more time what would they do with that time? 

Would they be less stressed and more relaxed, would they be fitter, healthier or stronger? 

And if any of the above is true, what would that be worth to them? 

It’s important to realize that everything that you ask somebody to do has a cost or a price. 

If you ask somebody to think about something, there is a cost to them, there’s a cost of energy, there’s a cost of time. So that is still a price even though you’re not getting paid.. 

If you ask somebody to go from a Facebook ad to a landing page, there is a price that they’re paying, they’re paying with their time, they’re paying with their energy, they are paying with their attention. 

Again, a lead magnet, even though it’s free, there is still a cost. The price that someone pays is their email address. The cost that they are paying is letting you into their email inbox. So there is a real price. 

3 80/20 Levers For Effective Offers

Risk reversal is something that makes a huge difference in the decision-making process. And again, you might say risk reversal does not apply to free products. But that’s not necessarily true. 

For example, if you scroll down to the bottom of this post you will see I have an offer to apply for a Focus Strategy Session and I give a risk reversal. If you come to that Focus Strategy Session and you do not find it useful, I will personally send you a $100 Amazon gift card. 

Risk reversals work because they are guarantees, providing psychological ease. And here’s the funny thing about them, they’re rarely called upon, so normally, they don’t cost a huge amount to offer. 

But you need to be careful, the bigger your risk reversal, the clearer your guidelines are as to what people’s responsibilities are in achieving the desired outcome. 

Bonuses are the second thing that gets people to take the action you want within the timeframe you want. 

If there is a reward for taking an action within a certain timeframe people will be more likely to take action. This can be used for commenting, sharing, lead magnets, webinars, course registration, membership subscription, or any other action you like.

There are two approaches to bonuses. The first one is that the bonus answers specific objections that people may have in taking the action that you’re asking them to take. The second one is that the bonuses help you get the same transformation as the offer only faster. 

And then finally, scarcity, which is one of the strongest triggers of all. Here you need to give people a reason to respond and take action now and this is normally in the form of a deadline even though it can be combined with additional elements 

How Does This Practically Apply to Your Facebook Ad Campaigns? 

Profitable Facebook ad strategy is not just about the ad campaign, it’s about the entire funnel, and that’s the way you need to think of it. 

Your ability to craft a compelling offer doesn’t just kick in when it comes to them pulling out their credit card.

You are creating offers all the way through your funnel:

So let’s look at where that manifests itself. 

• The offer of your image is to get people to stop scrolling.
• The offer of your headline is to get people to read the first two lines of the Facebook ad copy.
• The offer of the first two lines of text is to get people to read the body of the Facebook ad.
• The offer in the Facebook ad is to get people to click the “learn more” button and visit the opt-in page.
• The offer in the opt-in page is to get people to submit their email addresses.
• And then if you have a mini front-end offer in place, now is when you’re asking people to put their hand in their pocket, pull out their credit card, and make a purchase.

The first thing that you need to do from a Facebook ads perspective is to stop people scrolling. How you do that is with the Ad image or video. These two elements are what’s going to capture your Perfect-Fit Client’s attention. 

Most people will not pay attention to the text or the headline until after the image or the video has triggered something for them. Native images tend to work better than graphically designed images, but I would always test this.. 

Facebook used to have a 20% text upper limit on their images, this has now been removed, but I still believe that less text is better when it comes to images. 

So if you are using text to push your offer, work on evoking curiosity. With videos, you have a bit more latitude where you verbalize your offer further throughout the video. 

The second element is your headline. Your headline has to answer the question, what’s in it for me? It has to be something concrete because the headline is what’s going to get them to pay attention to the first two lines of text of the ad. These first two lines are the most important part of the ad copy. Try to work your most powerful triggers into this portion of the ad.

If you’ve done your job with your image, video, your headline, and first two lines of text, chances are somebody could have already gone, clicked the learn more button, and visited your opt-in page. 

Then comes the Ad body copy. A well-drafted long-form copy will convert better than short-form but when you are getting started it is easier to get the short form to convert. Remember poorly drafted Ad copy will repel people and the longer the copy is the more chance you have to turn someone off. 

Your target audience is going to dictate in part the success of your campaign but if you give Facebook a large enough audience to work with they will do an amazing job for you. 

Then we get to our opt-in page. For a lead magnet, I like to keep it simple. I believe that you should have a very clear headline, subhead, a small number of bullet points, maybe four to five bullet points, and an image and that’s it. And these elements should convey your offer without relying on too much bloat. 

Hopefully, it is now clear how essential the role of a strong offer is throughout your entire funnel and why it’s a skill = that you as an online entrepreneur have to continuously work on developing. If you need help bullet-proofing your offer so that you can convert more traffic from Facebook ads, and have the lifestyle that you desire, book your FREE Mini-Strategy Session today.

The principles in this post are essential for the long-term success of your Facebook Ads and indeed your business. If you get this wrong, you will struggle with every campaign that you launch. You’ll constantly be fighting against Facebook and it will feel like an uphill battle. Your ads will cost more. Your leads will be more expensive. And what’s worse, when you make an offer to your leads, they might not even convert. 

Ultimately, your ads will be unprofitable and you will struggle to scale your online business growth through PPC.

But if you get this right, you will have a process to follow that will enable you to produce high-quality, cost-effective, or cost-neutral leads that convert when you make an offer to them.. 

Ultimately, if you crack this, you will be enabling your business to have an unlimited lead generation budget, as your lead generation process will cover its costs.

Facebook Advertising is Dead…. Or is it??

Not a day goes by that I don’t see somebody complaining that they can’t get their Facebook ad campaigns to work. 

“Facebook advertising is dead” 

“Facebook ads only work for people in XXXXXX niche.”

“I can’t find my audience on Facebook”. 

“Facebook is just out to screw people over.” 

None of this is true! And I think that a lot of people misunderstand the game that they’re playing. 

Neil deGrasse Tyson once said: “The universe is not under any obligation to make sense to you.” What he was trying to say is, a lot of people look at the universe and if they don’t understand something, they say, “No, that couldn’t be right.” Or, “Well, that’s not the way it works,” because it just doesn’t make sense to them. 

They go against the facts just because it doesn’t make sense. 

Now, if we were to adapt that saying for the online marketing world, it would be:

“Facebook is not under any obligation to build your business” or “Facebook is not under any obligation to give you cheap leads”. 

You have to understand the game that you’re playing. You have to understand the rules. You have to be equipped to win. If you go into this half-baked, you will lose. And that’s a fact.

In the early days of  Facebook advertising, things were simple,  all you had to do was put $1 in and you got back $5. With very little in the way of strategy or deep tactics even the uninitiated could get amazing results.

But today it’s a different story. As more and more people see the potential of Facebook Ads and begin to advertise the more cash enters the ad market. 

The real-estate available to Facebook to advertise on (as in the number of newsfeeds etc of their members) although continuing to increase is relatively fixed. As Facebook is an auction-based market, the greater the amount of cash bidding on a relatively fixed level of inventory, the higher the price will go. 

This increase disproportionately impacts popular audiences and segments so if you are targeting people who have appeal to a large number of advertisers your Ad costs will increase even greater than other audiences. And, remember this is just your direct competitors but advertisers in other industries which may also want the attention of your audience.

#1 Mistake Infopreneurs Make When Getting Into Facebook Ads

One of the main mistakes I see people make with Facebook Ads is that they don’t start out with a specific Facebook ad strategy. The depth of many people’s strategy is to create a lead magnet (the one that is easiest and quickest to create) get their opt-in page built (as quickly as possible)  and start running Facebook ads to “build their list”. 

But they don’t have a clear plan to cover the cost of their leads. Everything in business and marketing should start with a strategy. And this is especially true for Facebook ads because there’s a lot at risk. It can get expensive. It can be time-consuming. 

You need a plan to monetize the leads once they start coming in. I don’t agree with the term list-building. To me, this is an aimless, pointless task. Your campaign needs to bring people towards a very specific outcome. That could be an immediate promotion or a promotion in three weeks but there has to be a very specific outcome and a very specific plan to get a positive return on your lead generation investment.

Now here’s the funny thing. Facebook ads and launches don’t necessarily go perfectly hand in hand together. In a traditional PLF Launch, the condensed workshop registration period and open cart period mean that Facebook Ads are not the most suitable promotion methods.. 

It’s hard to test and scale Facebook ads in a short period of time. This is why it is essential that we use the correct Facebook Ad strategies to support our Launch strategies. 

Before getting started with a lead generation strategy, it is beneficial to shift your mindset to thinking in terms of value optimization as opposed to building your list.

There are two main strategies we can adopt here. The stack ’em and rack ’em approach or the mini front-end liquidator

The first Facebook ad strategy, the stack ’em and rack ’em, is where we have Facebook ads going directly to an opt-in page. When somebody registers, they get sent out the lead magnet, and then they enter our email list. Hopefully, once they hit our list we have some sort of engagement sequence to keep them warm, and engaged. 

And then at some stage in the future, we’re going to offer them something. That could be 3 months from now or 6 months from now but you sit and hope, as you watch the costs pile up, that when you do make them an offer they will convert and you make your money back. 

In many ways, this was the traditional approach to Facebook ads. And when Facebook ads and leads were cheap, that strategy used to work, because it was purely a numbers game and there were big margins of error between the costs and potential returns.

However, now that Facebook ads are getting more costly and our audience’s level of awareness of the marketing strategies and tactics that marketers are using increases, we need to have a slightly more evolved approach. 

And this is the second Facebook ad strategy which is the Mini-frontend Liquidator. This is where Facebook Ads drive people to an opt-in page. The opt-in page offers a strategically developed lead magnet that helps our Perfect-Fit Prospect take the first step on our Value Ascension Roadmap. 

Once somebody registers for the lead magnet, they are offered a mini-product aligned with the lead magnet (and the next steps on their Value Ascension Roadmap at a low price point. The purpose of this mini-frontend offer is to liquidate the cost of the ads. 

If you’re going with something like a $27, mini-frontend product, it’s an easy decision and thought process for somebody to take out their credit card. You don’t think about spending $27. 

Now don’t interpret this as it is an easy sell. You still have to work really hard on your offer and you need to have a really compelling reason for them to make the purchase. 

With a $27 mini-frontend offer, it’s going to be hard to cover the full cost of your ads so you might need to look at a $47 or a $97 offer. Depending on your audience and the strength of your offer these will be the starting point of generating an unlimited marketing budget. 

If you want to go a step further and turn this into a profit-generating campaign you could add an upsell after that initial product to a secondary product. The initial product might contain tools, templates, or fill-in-the-blank sort of document at $27 or $47, and then you might have a secondary upsell for $197,  which could contain a video series helping people implement the first product. 

The business that can afford to pay the most to acquire a customer, will win. And this is what we are trying to achieve with this campaign We’re trying to create a situation where we can afford to pay more than our competitors to acquire a customer and still maintain profitability.  

STEP 2: Map Your Perfect-Fit Clients’ Journey

I call this your Perfect-Fit Client Value Ascension Roadmap. You need to have a very specific sequence of steps that a Perfect-Fit Client needs to take to get them from where they are today to some stage in the future when they’ve ultimately achieved the transformation that you know is possible for them. 

What I have found is that most online businesses can condense the core topics that make up their overall message into 5-7 key areas. The ideal case scenario (though be patient with how long it takes you to get here) is to have a lead magnet for each of your key areas. 

This becomes really powerful because every piece of content you create within your 5-7 key areas will automatically link to a specific lead magnet. 

When you strategically create your mini-frontend liquidator products you can cover one or a number of your key lead magnets which means that over time, every piece of content you produce becomes a revenue-generating opportunity. 

The first step is to bring people from your ad to your lead magnet, then from your lead magnet to your mini front-end product. And then you’re going to map the journey from the mini front-end product to your signature product and beyond

This through-line is hugely important because it has to be logical, and sequential bringing people in the same direction. Every step that’s taken is bringing them one step closer to the overall transformation that you know is possible for them. 

And when you’re mapping their journey the lead magnet and mini-product are providing them either with a small percentage of the overall transformation or the very next step towards the ultimate transformation. As people move higher up the Roadmap they are getting an ever-higher level of that transformation or they’re getting the same level of transformation only quicker.

And when you’re building your Facebook Ad strategy, you need to know where you want your Perfect-Fit Clients to end up. You need to know the through-line from your free front-end content all the way to your signature product and your coaching program or mastermind. It is so important to know the steps they need to take and to have pre-mapped and pre-built them into your Value Ascension Roadmap. 

Alignment here is key and two of the big alignment mistakes I see people  often make are:

• MISTAKE 1: Facebook ad copy not aligned with the lead magnet or the opt-in page. This sounds strange but often, especially if the ads and the landing page have been drafted by different people, the key offer and promise of the ad copy and the offer and promise of the opt-in page or the lead magnet are not fully aligned. Storytelling is massively important in drafting Ads that drive high-quality traffic but you need to be careful you don’t bury the lead and end up confusing a potential lead. (equally as bad is where the ad copy is an exact replica of the opt-in page copy)
• MISTAKE 2: The lead magnet is not aligned with the journey that you want to take a Perfect-Fit Client on. The lead magnet might be handy or easy for you to produce, but if it is not the best next step for a Perfect-Fit Client to take on their journey towards the transformation you can provide then it is not serving you, your business, or your Perfect-Fit Clients. The same is true of your mini-frontend products and other offers on your Value Ascension Roadmap. Everything has to be sequential and the logical next step for a Perfect-Fit Client to take.
• TIP: Be clear on what the roadmap is for your clients and make sure that you can give them that pathway.

STEP 3: Understand The Lifetime Value Of A Perfect-Fit Client

As more and more people enter the Facebook Ad market the amount of money being bid on a relatively finite amount of ad real estate (Facebook users newsfeeds and related advertising slots) increases. This will increase the costs of the impressions and the costs of link clicks. 

And while the advertising world shakes its fists at the increases in ad costs I believe it is only an issue if you don’t have a specific Facebook ad strategy, to monetize your leads both in the short term with a self-liquidating offer and medium to long term with a Value Ascension Roadmap. It does, however, require a change in mindset from the “put a dollar in getting 5 back” to having a “play the long game” mentality.

With the increased costs of Facebook Ads, you have to be very strategic with the path you have for someone once they join your list or register for a mini-frontend product. 

You also have to have a very firm grasp on your downstream conversion rate metrics because if you know with certainty the conversion levels and rates of your downstream metrics now you can be braver with your front end spend up to the point where you will deliberately go negative on the front end because you know you will make your profits on the back end.

Here are some of the metrics you should know and track:

• What are your lead magnet opt-in conversion rates?
• What are your upsell conversion rates?
• What are your conversion rates for your signature product launches? 
• What are your conversion rates for other promotions? 
• If you were to run a campaign for a webinar, how many people from your list would register? 
• How many people would show up for the webinar? 
• How many people then convert when you made an offer on your webinar? 
• What are your conversion rates on your virtual events? 
• How many people do you need to have to make the virtual event profitable? 
• And when you make an offer, what percentage of those will convert into a mastermind or a group coaching program?

These are just some of the common conversion metrics that I track with my clients but every business will be slightly different.

You need to become a conversion rate nerd. Start building a database of your conversion rates for your backend offers. Because in reality, there’s no such thing as too high a lead cost. There’s no such thing as too expensive a lead. There’s only suboptimal optimization of the revenue that you produce from that lead once they come in. 

And this is why I place such emphasis on the Value Ascension Roadmap. It provides you with a clear visual of the stepping stones and levels in your business and the stages through which you will move people from free content, lead magnet, mini-frontend product, signature product, membership, group coaching program, and mastermind program. 

And when you know how many people convert from a lower level to an upper level, you can take a more strategic long-term view of your lead generation investment strategy. This is a key to your long-term success with Facebook ads. But unfortunately, it’s the one thing that most people don’t think about, nor pay attention to.

Uncover Your Facebook Ad Strategy to Launch, Plan, and Manage a Profitable Facebook Ad Campaign

We covered three things here in the Facebook ad strategy today. We compared two lead generation strategies: the stack ’em and rack ’em and the mini front-end liquidator. We looked at building your Value Ascension Roadmap for your Perfect-Fit Clients so that they always have the next step to step to and that you always have a higher value offer to put in front of them. And third, we looked at understanding the lifetime value of a Perfect-Fit Client. 

If you take what we have covered here and formally applied it to your business (even if you don’t have all the hard data or numbers yet) you will be ahead of 90% of Facebook Advertisers. And, guess what. You don’t need to be the world’s best Facebook advertiser to get great results, you just need to be a couple of steps ahead of the pack in your niche.

I know Facebook ads can be a frustrating area, so let me know what your challenges are. What challenges do you face with Facebook ads? Whether you’re just getting started or whether you’re a seasoned pro looking to scale your campaign, drop me a comment below and I promise I’ll answer you.

Before You Start…Understand The (Facebook Ads) Game You Are Playing

When it comes to maximizing your return on Facebook Ads, there is a hierarchy of elements that I work through to optimize the ads and funnel. Different people will have slightly different approaches. The most important thing is to have some structured way of thinking about the launch and optimization of your Facebook Ads and your Funnel. Without a structured approach you will be likely to end up running in circles, producing hit and miss results, or worse still never getting your Facebook Ad Campaigns off the ground.

These are listed in order of priority and in the order that I use when launching or reviewing Client Facebook Ad Campaigns.

Let’s get started!

1. Your Facebook Ads And Facebook Ad Funnel Strategy

The costs of ads are increasing as more and more advertisers enter the market and consumers become more sophisticated and marketing aware. It is important to have a fully thought-through Facebook ad strategy to convert your PPC leads to paying clients and then optimize their lifetime value. This is one of the reasons I love putting a Self-Liquidating Offer upfront, in Facebook campaigns, but is also why having a Value Ascension Roadmap is essential.

The business that can afford to pay the most to acquire a customer will win. You can achieve this by maximizing your Average Order Value on the front end and then having multiple back-end offers overtime always providing your Perfect-Fit Client with a next-level or offer to step up to. This will maximize each client’s lifetime value and give you comfort as to the amount you can spend on the front end to acquire a Perfect-Fit Client.

This also demonstrates that the goal is not to get the lowest cost front-end lead but the lead that will convert best and produce the maximum lifetime value. It is very rare that a Facebook Ad Campaign will be profitable on the front end. You need to plan accordingly and while it is tempting to look for the lowest CPL on the front end these might not be your Perfect-Fit Clients who will produce the most revenue in the long term.

2. Your Offer Is Key To The Success Of Your Facebook Ads

As with all things marketing and sales the most important element is your Offer. In the case of FB Ads you have multiple layers to the offer and each one is important in moving people to the next step of the process and ultimately converting taking the action that you want.

Your offer is the compelling reason why someone needs to take action now. This has nothing to do with you, your product or how you do what you do. The offer is only compelling if it can help your client avoid pain or gain pleasure. You have to show them how their life will be better when they take the next step.

The first offer that you need them to accept is to stop and pay attention. The next offer is to get them to read the ad copy. Then the final offer (from the Ads perspective) is getting them to leave Facebook and visit your opt-in page. Each one of these “offers” also has to position them for the next step and ultimately registering for your lead magnet or whatever upsell is going to come their way.

Self-interest rules all else. We are inherently lazy and we have evolved to conserve energy above all else. You need to present a compelling offer for how you are going to save the viewer time, money, emotional distress, effort, or the flip side of these. Unfortunately, most people will do more to avoid pain than attain pleasure, but it is always worth testing positive and negative. Broad, generic, high level promises make for weak offers. You need to be concrete, specific, speak to a pain point that your audience has and show them how their lives can be better.

3. People Often Over Look Landing Page Optimization To Reduce Facebook Ads Costs Per Lead

Very often people confuse a Facebook “cost per lead problem” with a “landing page optimization problem”. Your base level target for conversions should be somewhere in the region of 40% but really your target should be up to 60%. (I have gotten far higher, but this only comes over time, with traffic and a specific optimization plan). Even with the best Facebook traffic in the world if your landing page is underperforming there is no hope that you will get a CPL that you are happy with.

If you are getting, even a low level of traffic from Facebook, I look to optimize the landing pages early in play. The reason for this is that changes in the messaging and offer will have an impact on the copy and approach in the Facebook ads as does it impact the audience that Facebook selects to show your ads to. Taking your landing page conversion rate from 20% to 40% will cut your cost per lead by 50%. This is one of the big 80/20 levers in Facebook Ads and it deserves a lion’s share of your time and attention.

The offer on your landing page has to match or be aligned with the offer in your ad and you should also align with your offer further down the funnel. While it is worthwhile and indeed a good way to test your landing page copy one version of an ad can quote the landing page copy verbatim, but you also want to test at least 3 other different angles for ad copy. The key to success is that the landing page feels like the next step on your audiences journey from the Ad to the transformation that you promise in your offer. 

The 3 key elements on your opt-in page are the headline, image, and body copy. Start your optimization with the headline and then move through the body copy and image in that order. Remember that you should only optimize one element of the funnel at any one time and give 3 days for the optimization to settle before declaring a winner and moving on.

The reason for this is that a tweak to a headline in an ad may send more traffic to the registration page but they might not convert as well or they could convert better on the registration page but result in a lower conversion rate on the front end offer. You have to give time for the changes to update throughout the funnel and Facebook time to find a more suitable audience for your updated content.

4. Tune Up Your Facebook Ad Creative For Even Better Results

The first thing that you need to do with your Ad is to get them to stop scrolling. Therefore your Ad image or video is so important. You must give them a reason to stop. Native images tend to work better than graphically design images. I always try a couple of variations of each.

Videos can perform better at all levels of the Funnel but your video needs to be 45 – 60 seconds long and it needs to verbalize your offer in a slightly different manner than the ad copy. It can be harder to fine-tune a video to convert but when it does you can normally optimize it for cheaper leads than images.

Once you have their attention your initial “offer” is to get them to consume your ad content. This is where the headline and the first two lines of text come in. You need to compel people to want to click the “See More” link.

Eye-tracking testing has shown that people look first to the image/video, then the headline, and then to the first two lines of text.

If you have done your job really well most people won’t bother clicking “See more” on the ad and they will click the button to visit your opt-in page. If they do click the read more the job of your body copy is to do one thing and one thing only. Build enough curiosity, intrigue, and self-interest that they take action and visit your opt-in page.

Initially, I always start with short, medium, and long-form copy. The short-form copy is great for testing headlines, the results from which can inform the optimization of your landing page later in play.

In the initial phases, it can be easier to get the short form copy to convert but overtime longer form copy will normally outperform short-form copy. (Though every campaign is different and there are always exceptions) Every word in your ad matters and if that word is not driving the audience member forward to register for your opt-in it is giving them a reason not to.

While your job is to rack the shotgun to attract your Perfect-Fit Client and repel others you never want to give your Perfect-Fit Client an opportunity to say “no that is not me” or “no this is not for me”. Be hyper-specific on the feelings, emotions, circumstances, etc. that you 100% know your Perfect-Fit Client experiences but make sure that you don’t unitedly repel the people you most want to attract.

There is no neutral copy and there is no room for any filler or unessential words. Be ruthless, your ad shouldn’t contain one word more than it absolutely needs to. Over time you figure out what words and sentences are working, and which ones are hurting. This is how you build really effective long-form Ad copy.

5. Fine Tune Your Facebook Ads Audience To Target The Most Relevant People

One of the most common mistakes I see people make with Facebook Ads is they rush to “the ask” too quickly with a cold audience who have no idea who you are, what you do, or how you can help them. The best way I have seen this described is – Let’s suppose you were single and looking to settle down with a partner. You are out one day, and you see someone that you think you might really like. What do you think your chances of forming a relationship are if you walk right up to the person and ask them to marry you?

The chance of a favorable outcome is slim. However, if you walked confidently up to the person and started a conversation with them, finding out more about who they are, what their hobbies are, and find some common ground. It gives you an opportunity to find out if this person is a potential “Perfect-Fit” partner and indeed give them a chance to do the same.

When you have the appropriate level of trust built then you can ask them for a coffee and if further down the road things progress that is brilliant but to form a strong relationship you must build the appropriate level of trust before moving to the next level of your relationship.

It is the same when it comes to Facebook Ads. In order to do this it is important that your Facebook ad strategy contains 3 levels of campaigns:

a. Top Of Funnel Facebook Ads Campaigns

These are value-based content ads with no ask. The purpose of this portion of the funnel is solely to interact and engage with potential Perfect-Fit Clients. Cast your net wide using interest-based or custom (email list, customer list, etc.) retargeting and broad Lookalike audiences to build topic-specific audiences for retargeting lower in the funnel.

Video is massively effective for Top Of Funnel ads, especially in a post iOS 14 world. You can create audiences of people who have watched different percentages of each video and then retarget them with your Middle of Funnel ads.

As all the interaction occurs on Facebook you can track you people who have viewed your videos for up to 365 days even if they have opted out of iOS tracking and as you can specify to only build audiences from people who have looked at 75% or 100% of the video you know these people are open and interested in your message.

b. Middle Of Funnel Facebook Ads Campaigns

Once you have created a retargeting audience of a suitable size from your Top Of Funnel campaign you can then begin to retarget that audience with “an ask”. Think of this as inviting your potential “Perfect-Fit” partner for coffee.

Your Middle of Funnel ads will direct people to a landing page where you will be asking them to opt-in or register for free, for something of value, like a lead magnet, webinar, quiz, or masterclass.

It is always good to test a range of audiences, especially in the early days of a campaign, against your Top Of Funnel re-targeting audience as you may need to refine the content of your engagement videos to hone in on the message that produces the best results lower in the funnel.

c. Bottom Of Funnel Facebook Ads Campaigns

In our “Perfect-Fit” partner analogy this is where you ask for the commitment. Your Bottom of Funnel Ads retarget the people who have taken the designated action from the Middle of Funnel and have raised their hands to say they are most interested in you, your message the transformation that you can provide.

Your Bottom Of Funnel Ads will have the lowest level of spend but the highest ROI as you are only showing ads to the people who are most likely to make a purchase.

With this audience, it is important to strike when the iron is hot. 0-3 days is when they will be most receptive to an offer and for every day past this time frame your offer, copy and collateral will have to be ever more honed and refined to convert appropriately.

Sure, lots of people have had some success with implementing this strategy but if you want long-term repeatable success this methodology has been proven to work and it is an essential framework to keep in mind when you are structuring your campaigns.

6. Facebook Ads – What’s Working Now – Tips From The Trenches

On top of these principles there are a couple of “what’s working now” tips to keep you on top of what is working practically now:

• Bigger audiences are performing better than smaller audiences. The sweet spot for audiences used to be 1.5 million to 2.5 million. Previously if your audience you built was in excess of these ranges we would split the audiences down and run them in different Ad Sets. Now bigger is better and audiences of 15 million to 20 million are outperforming smaller audiences. I worked on one project where the only targeting we used was country-based. Facebook still found the perfect people to serve the ads to and the CPL cash flowed within our funnel.

• Retargeting and Lookalike audiences will outperform interest-based audiences. Build your audiences for each step of your funnel before you need them. Once an audience hits critical mass create a Lookalike Audience based on that. The closer your custom audience is to the conversion objective the better your Lookalike audience will perform. But think of every touchpoint along your funnel as a potential audience – Video views, link clicks, page visits, button clicks, step 2 of a 2 step opt-in, registration thank you page confirmation, lead-magnet download.

• Ad Set Budget Optimization (ABO) works better than Campaign Budget Optimization (CBO)for testing creative and audiences, however, CBO is the best way to scale. Start your ads out with ABO. Ideally, you will start with 3 Ad Sets with a minimum of 3 Ads Per Ad Set. At lower daily budgets this may be a stretch as 3 Ad Sets may struggle to exit the learning phase but always think in terms of multiple audiences, copy, and images/videos. Your campaign will be severely limited if you only have one ad and one ad set.

• Give 3-5 days before making any significant changes to your Ad Sets and Ads. It takes time for Facebook to find and optimize audiences. Sometimes this means the initial results are poor. Sometimes it means that the initial results are brilliant. One way or another don’t make any big decisions until the 3-5 day window has elapsed. (3 days for minor changes, 5 days for major changes)

• Never ever kill the golden goose. If you have an Ad Set/Ad that is performing adequately never ever make any changes to that Ad Set / Ad. Duplicate the Ad Set or Ad into a new Ad Set or Campaign and make changes to the duplicate. This includes budget increases, image/video, headline, body copy, or audience changes.

• If you need to scale Ad Set/Campaign budget quicker than the 20% every 72-hour limit that pushes the Ads back into Learning Phase you explore creating a broader Lookalike audience excluding your current audience eg. Current LAL audience 1%-2% then create 2%-5% LAL or 5% – 10% audience. This will allow you to duplicate the Ad Set, assigning a higher daily budget without killing the original ad off. (You can also create a competing Ad Set targeting the exact same audience, but this strategy is a little bit riskier)

While the principles above are well established and proven to produce the best results no two campaigns are alike and the people who are most successful are the ones which can assess each situation independently and arrive at the best next step.

Launching and maintaining a successful Facebook Ad Campaign is an agile process. The most important thing is knowing what tests to run, how to interpret the feedback, and then identify the next best steps while playing within the rules of the Facebook Ads game.

If you would like to schedule a Focus Strategy Session to review an existing Facebook Ad Campaign or plan your next campaign click here