Find out how I turned a 2,851% ROI Facebook advertising marketing strategy to gain more mail subscribers, leads and sales

1. mat t hewwoodward.co.uk http://www.matthewwoodward.co.uk/tutorials/facebook-advertising-lead-generation/
Matthew Woodward
How To Advertise On Facebook – Revealing My Facebook
Marketing Strategy
I have spent a f air amount of time learning how to advertise on Facebook properly with lead generation in mind
as part of my wider social media marketing strategy.
I’ve spent a good chunk of cash experimenting with this and today I’m going to share everything I have learnt
with you step by step!
What You Will Learn
The f ull details of my 2,691% & 2,851% ROI Facebook campaigns
How to create & market an of f er on Facebook
How to setup & split test landing pages
How to setup Facebook advertising campaigns
How to track & optimise your campaigns
Getting Started With Facebook Advertising
There are a f ew things that you will need to get started with advertising on Facebook.
I’m going to take you through each of these and show you how easy it is to set everything up step by step.
An ef f ective Facebook marketing campaign has-
1. Clearly def ined goals
2. Email auto responder
3. A compelling of f er
4. A landing page
Once you have those things in place you can start setting up your Facebook ads.
Defining Goals
First you need to def ine the goals of your campaign.
This is going to vary depending on your business but I have f ound the most ef f ective way to reach people is
via the classic email opt in process.
Show visitors a compelling of f er, collect their email address and then market to them with an email auto
responder.
I have f ound if you are trying to get people to buy a product directly f rom the advert itself it is much trickier to
get conversions.

2. Instead you should be looking at the long term value of an email subscriber.
My Campaign Goals
With that in mind I def ined the goals of my Facebook advertising campaign as f ollows-
1. Increase email subscribers
2. Increase Facebook page likes
Pretty straight f orward really
Setting Up My Email Auto Responder
I used Aweber to create an Email autoresponder which is designed to keep people constantly engaged with my
brand consistently extracting value over time.
It does this in a number of ways-
The f irst email asks people to connect with me on social media and introduce themselves – growing my social
media f ollowing.
The second email asks people how I can help them, I invite them to ask me any question they want on the
f orum.
This creates new user generated content on the site, ranking f or long tail keywords. It also creates a strong
relationship with new subscribers even if they don’t ask a question.
Af ter that the rest of the email auto responder sends out 1 of my tutorials f rom the archives every week.
This means old posts are always getting new traf f ic, new af f iliate clicks, new social signals and new comments
which help lead to higher search rankings.
I also have a couple of emails that go out asking people what they like/don’t like about the site and which
tutorials they would like me to make next.
Those emails have helped shape the blogs success.
Click on the image below to see the f ull sequence-

3. Putting A Value OnAn Email Subscriber
As you can see f rom the above, it is quite dif f icult to put a money based value on email subscribers. They
of f er so much more value than just af f iliate clicks/sales.
I decided that the easiest way to put a value on an email subscribers is by keeping it simple.
Over the previous 90 day period use Google Analytics to work out what % of traf f ic came f rom email.
Then look at the total earnings f or that 90 day period using that %. Finally divide it by how many email
subscribers you have.
So f or example if you had-
40% visitors came f rom email
$10,000 prof it
2,000 email subscribers
The calculation would look like this-
40% of $10,000 = $4,000
$4,000 / 200 email subscribers = $20 per subscriber
Using that calculation above I have determined that each subscriber is worth $17.81 to me over 90 days.
Now I know that isn’t an exact science and just provides a rough guideline that only takes how much money you
made into account.
What it doesn’t account f or is all of the extra value you get f rom new f ollowers on social media, new user
generated content, the long term relationship of helping people, new social signals on old posts & new
comments on old posts f or the next 12 months.
All of which help you grow organically reaching even more people to push down the email engagement f unnel.
Creating A Compelling Offer
Instead of spending a bunch of time creating something unique to of f er in exchange f or a users email address,
I spent time looking at what content I already had.
Af ter going through my archives I picked out a couple of tutorials that I could convert into a PDF to use as the
of f er.
I eventually settled on my top 100 tutorial which could appeal to a range of audiences.
The other benef it was that post makes a great f irst impression on new subscribers keeping them hooked in
and engaged throughout.
The quickest way to convert an old post into a PDF is with the print f riendly extension.
That really was all there was to creating the of f er!
Creating The Landing Page

4. The landing page is one of the most critical parts of any campaign. This can literally make or break the entire
campaign.
If you have a poor perf orming landing page you are going to burn through money quicker than you can blink.
I used LeadPages to create my landing page. They provide easy to modif y time tested templates to ensure
your landing page delivers high conversion rates.
I have put together a quick tutorial showing you how to use LeadPages to setup your mobile responsive
landing page, split tests and even publish your landing page as a Facebook tab.
My Landing Page Design
This is the f irst landing page I created in LeadPages – it took me the best part of 5 minutes to put together.
Pretty clear, simple & straight to the point.
Setting Up My Split Test
In order to optimise the campaign as much as possible I spent 10 minutes creating a couple of alternative
landing pages to split test against the page above.
I have spoke about the importance of split testing bef ore and LeadPages makes it really easy to do.
Landing Page Version 2
Exactly the same as the original except a dif f erent background image-

5. Landing Page Version 3
Exactly the same as the original except a dif f erent background image-
Split Test Results
Just to highlight the importance of landing pages and split testing I wanted to share the results of the split test
now.
Here is a screenshot f rom LeadPages showing you the perf ormance of each landing page above-

6. As you can see the original is converting at 38% while version 3 is only converting at 33%. That makes a huge
dif f erence on the bottom line of the campaign.
With this data in hand I can take the winner and split test that against completely dif f erent templates, new
background images or just by tweaking the copy.
The ‘Thank You’ Page
Once a user has hit the landing page and entered their email address, we need to take them to a f inal page in
their journey.
Generally people use the ‘Thank You’ page f or delivering the of f er. But I’m also using it to generate new
Facebook subscribers & af f iliate sales.
This is what my ‘Thank You’ page looks like-

7. Nothing complicated, just simple & straight to the point!
Creating Your Facebook Advertising Campaign
Now we have everything we need to create our Facebook advertising campaign and start generating new
subscribers instantly.
All we need to do now is-
1. Create a tracking pixel
2. Create Facebook campaign
3. Create Facebook ads
Once that is done you will have everything you need to orchestrate a high perf orming Facebook marketing
campaign!
Creating The Tracking Pixel
Facebook lets you create a tracking pixel that you can place on any page you want.

8. Then you just need to copy the tracking pixel code to your ‘Thank You’ page or whatever it is you want to track.
A quick note, you can edit the tracking pixel code to include a value that gets reported to Facebook-
fb_param.value = ’0.00′;
fb_param.currency = ‘USD’;
You can change that to be the value of each new email subscriber/conversion. So every time someone clicks
your Facebook ad and converts, it gets reported in the back end of Facebook.
Sometimes this doesn’t work though, f or example according to Facebook I had 456 new subscribers – but
there were actually 496 in Aweber so just use this as a guideline.
Creating A Facebook Advertising Campaign
When your creating your campaign & adverts you should make sure you are using the Power Editor.
This is much easier to work with than the standard interf ace and gives you a lot more control over things.
I have created a quick video showing you how to create your f irst Facebook campaign using the power editor-
Creating Facebook Ads
Once you have created your Facebook advertising campaign you need to create some adverts.
This is really easy to do and I suggest you create a couple of dif f erent adverts targeting dif f erent audiences
to test which works best.
Learn how to do all of that and more with this video-
My Facebook Advertising Campaign Results
I setup 2 separate Facebook campaigns spending a total of $599.91 generating a total of $17,204.46 based on
an email subscribers $17.81 value.
Campaign Cost Income ROI
#1 $300.00 $8,883.76 2,851%
#2 $299.91 $8,370.70 2,691%
Campaign #1 Details
I set everything up as above and targeted 4 dif f erent audience types – blogging, blogspot, wordpress & people
who had liked my competitors.
I created 3 dif f erent adverts f or each of the 4 audiences to see which advert converted best f or which
audience.

9. These are what the 3 adverts look like – AD1, AD2 & AD3.
Campaign #1 Performance
This table summarises the perf ormance of each advert and the campaign as a whole-
Ad Cost Per Lead Spend Clicks Cost Per Click Click Through Rate Page Likes
#1 $0.94 $45.43 224 $0.24 0.87% 23
#2 $0.69 $232.02 1,236 $0.20 1.60% 164
#3 $0.35 $22.55 103 $0.28 0.66% 13
Totals $0.66 $300.00 1,563 $0.24 1.05% 200
The $300 spend resulted in-
496 new subscribers
200 new Facebook page likes
Making f or a total of new subscriber value of $8,883.76 or 2,851% ROI.
Campaign #2 Details
Exactly the same as the previous campaign except this time-
I took the best perf orming ad f rom the previous campaign (AD2) & created 2 new ads (AD4 & AD5)
I took the best perf orming LeadPages landing page f rom the previous campaign & created 2 new
variations
I added 2 new audiences – people interested in SEO & people attending internet marketing conf erences
I was looking to increase conversion while reaching new audiences at the same time.
This is what the 3 adverts looked like, AD2, AD4 & AD5-

10. Campaign #2 Performance
This table summarises the perf ormance of each advert and the campaign as a whole-
Ad Cost Per Lead Spend Clicks Cost Per Click Click Through Rate Page Likes
#2 $0.54 $54.47 336 $0.18 1.14% 48
#4 $1.17 $48.09 279 $0.19 0.96% 23
#5 $0.66 $197.35 1,201 $0.17 1.60% 101
Totals $0.79 $299.91 1,816 $0.18 1.23% 172
The $299.91 spend resulted in-
470 new subscribers
172 new Facebook page likes
Making f or a total of new subscriber value of $8,370.70 or 2,691% ROI.
As you can see I was able to reduce the cost per click and increase the click through rate.
However the cost per lead was higher as the new landing page designs didn’t really work out.
But that does mean I now have all the data I need to f ine tune the entire f unnel end to end!
Wrapping It Up
So there you have it, how to advertise on Facebook step by step! Facebook marketing can’t really get any
easier than that!
There are lots of dif f erent ways f or you to take advantage of Facebook advertising. Building your email list is
just one of them.
Take what you have learnt here and get creative with your own campaigns!
All you need is a compelling of f er, a good landing page and an email autoresponder to get started!
If you have any extra tip & tricks let me know in the comments!

11. $50 Facebook Ads Coupons
If you have never advertised on Facebook bef ore then you can get a $50 advertising coupon.
Some webhosts like JustHost include these f ree of charge with their shared hosting accounts.
But if you don’t already have one you can just buy one f rom Fiverr f or $5 to test the waters with!