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SCALING
FACEBOOK AD
CAMPAIGNS
-- Overcoming Ad Burnout and Building
Campaigns That Con�nue ToProduce
DENNIS YU
CEO AND FOU...
We humans live in a world controlled by robot overlords.
Attention
2
Therefore, the filter power to screen out the noise has become ever stronger.
It would take you 18,000 days, or more than ...
The growing sophistication of
these algorithms has created
benevolent robot overlords.
4 4
Uber driver
(self driving cars)
Cashier
(self checkout)
Fry Cook
(automated
processes for
consistency)
Car Assembly
(Ford,...
We as entrepreneurs and executives live mainly above the API
line-- since we are creative and deal with nuanced people
iss...
7
8
9
10
New AI fake text generator may be too dangerous to
release, say creators
11
Jennifer Buscemi is the deepfake that should seriously
frightenyou
12
THE 3 COMPONENTS OF AUTHORITY
PROOF PEOPLE PROPERTIES
13
THE 3 COMPONENTS OF AUTHORITY
PROOF
STORIES
MONITORING
ARTICLE
LIBRARY
PEOPLE
SOCIA
L
PROOF
NETWORKING
SOCIAL
PROOF
PROPER...
THE 3 COMPONENTS OF AUTHORITY
PROOF
STORIES
MONITORING
ARTICLE
LIBRARY
PEOPLE
SOCIA
L
PROOF
NETWORKING
SOCIAL
PROOF
PROPER...
A hit has two qualities: serendipity (discover) and identity (belongingness),
which leads to a share.
16
SERENDIPITY AND DISCOVERY
17
8th wonder of the world?
18
Personal
BRANDING
Customers Employee Partners Community
COMPANY BRAND
19
EDGERANK AND THESOCIAL GRAPH
Voldemort-- the name that shall not be named
20
71%ENGAGEMENT RATE
21
Beginnings of Orem dog attack caught on video
22
MARKETING BANKERS
23
PROFILE
PUBLIC FIGURE
PAGE
COMPANY PAGE
3 ASSETS ON FACEBOOK ANDLINKEDIN
24
Conclusion
When we live above the API line, the algorithms become our servants to do
our bidding-- we are not afraid.
TOPI...
HEALTH AND FITNESS
Daniel Herman
Matthew Januszek
Ed Mylett
Josh Elizetxe
Enrique
Marin
DMCP
Cole
Hatter
Brad Lea
Companie...
CONVERSION
The ACC Funnel
CONSIDERATION
AWARENESS
YOU ARE A
SEQUENTIAL
STORYTELLER
27
Balazs W Kardos
PERSONAL BRAND
MANAGER
JIM BUNCH
GARY VAYNERCHUK
TAI LOPEZ
GRANT CARDONE
ED MYLETT
DREW BINSKY
LAURA BEGLE...
Caleb Guilliams
PERSONAL BRAND
MANAGER
TODDLANGFORD
NELSON NASH
JOHNNOEL
RANDY MORTENSEN
ELLIOTNEFF
GARY VEE
DEAN GRAZIOSI...
Mark Lack
PERSONAL BRAND
MANAGER
FACEBOOK
MARKETING
PUBLIC
SPEAKING
SELLING
MOTIVATIONAL
SPEAKING
BUSINESS
ROCKSTARS
INFLU...
Dennis Yu
PERSONAL BRAND
MANAGER
MANAGING
PEOPLE
EDUCATION
SEARCH
ENGINE
MARKETING
FACEBOOK
MARKETING
MENTORSHIP
ENTREPRE-...
AMPLIFYING YOUR VIDEO
Transcription
(FancyHands task)
Full YouTube internal link
One-minute video snippets
(show 3-4, idea...
33
CONSIDERATION
AWARENESS
CONVERSION
ACC FUNNEL
34
CONSIDERATION
AWARENESS
CONVERSION
ACCFUNNEL
WHY
HOW
WHAT
ACC FUNNEL
35
KNOW
LIKE
TRUST
CONSIDERATION
AWARENESS
CONVERSION
WHY
HOW
WHAT
ACC FUNNEL
36
CONVERSION
The ACC Funnel
CONSIDERATION
AWARENESS
WHY
HOW
WHAT
YOU ARE A SEQUENTIAL STORYTELLER
37
Fundamental3x3
WHY
HOW
WHAT
Childhood
Memory
First
Job
Topic
Wheel #1
Interview
#1
FDD
Gratitude
Product
solving
Problem
P...
5 cent ThruPlays
50% 3 second view to 10 second view
50% view-through rate
10% engagement rate
39
1. When i was___.
Waste no time, get right to the story.
This is where the "WHY" comes in.
2. I believe that ___.
Now go f...
THE STRUCTURE OF THE ONE MINUTE WHY VIDEO
4seco
0nds
1sec
5onds s
5econds
for thestory
for thebelief
statement
for the
“I ...
THE STRUCTURE OF THE ONE MINUTE WHY VIDEO
WHEN IWAS “I BELIEVETHAT” I AM
details
emotional
reaction
emotional
transition,
...
1. WHEN I
WAS ___.
Waste no time, get right to the story.
This is where the "WHY"comesin.
43
2. I believe
that ___.
Now go from the emotion of the
story you just told to the
overarching lesson of what you
stand for....
3. I am ___.
Give a brief explanation of what
you do. Make sure to be specific
and concise.
45
INFLUENCE GENERATOR
5
6
Notification of
Positive Mention
(social listening, email, in person)
Ask for
lightweight permissi...
Structuring your ad accounts on Facebook and Google
BUSINESS ACCOUNT
L5
AD ACCOUNT AD ACCOUNT AD ACCOUNT
L4 L4 L4
CAMPAIGN...
Now that your campaigns are live, how do we tune them?
Topics Covered:
MAA Top N Technique Common Failures Reporting Metri...
Forming a Facebook “Strategy”
Your Facebook account’s structure of campaign, ad set, and ad is
built around GCT (goals, co...
GCT :BusinessStrategy
GOALS
BUSINESS
STRATEGY
TARGETING CONTENT
Goals = metrics = strategy = optimization
50
Dennis Yu
Content
Assemble a list of third-party endorsements, especiallypositive
mentions from high-authority sites.
Crea...
Facebook Ads Optimization from Beginner to Pro
Boosted post # 3
Boosted post # 4
$/day
Mark Lack
Boosted post # 2
Natalie ...
Facebook Ads Optimization from Beginner to Pro 41 53
care
Facebook Ads Op�miza�on from Beginner to Pro 45
Topics you
care about
Personal brands who
are your ambassadors
Your
P...
TOPIC 1
MANAGING
PEOPLE
TOPIC 2
ENTREPRENEURSHIP
TOPIC 6
EDUCATION
TOPIC 5
FINDING
YOUR
WHY
TOPIC 4
DIGITAL
MARKETING
TOPI...
6 Types of Figureheads
TOPIC1
HIRING
AND
FIRING
TOPIC 2
SCALING
OPERATIONS
TOPIC 6
EDUCATION
TOPIC 5
SEARCH
ENGINE
MARKETI...
TYPES OF ONE MINUTE VIDEOS
WHY VIDEOS
HOW VIDEOS
WHAT VIDEOS
STAGE STORY GRATITUDE SELFIE INTERVIEW SIZZLE REEL
PERSON INT...
THREE MODES OF PRODUCING CONTENT
Content Calendar
Topic Wheel
Spontaneous Content2016
HOME GUES TS
3 0
Content
58
Dennis Yu
Targeting
Import your customers and leads emails into Facebook,
LinkedIn, Twitter and Google as custom audiences...
CUSTOM
AUDIENCES
The various forms of first party data
LOOKALIKE
AUDIENCES
SAVED
AUDIENCES
Build upon customaudiences
60
SAVED AUDIENCESBuild upon customaudiences
- Coreaudiences
(anyof Facebook's own data)we can bucket by
the targets we learn...
CUSTOM AUDIENCESThe various forms of first party data
- WCA
(website custom audience)
combos of time period and part of th...
LOOKALIKE AUDIENCES
-CONVERSION
LOOKALIKES
-LEAD
LOOKALIKES
We're assuming lookalikes are an extension
of custom audiences...
LOOKALIKE
AUDIENCES
CUSTOMAUDIENCES
The various forms of first party data
SAVEDAUDIENCES
Build upon customaudiences
- WCA
...
Now that your campaigns are live, how do we tune them?
Topics Covered:
MAA Top N Technique Common Failures Reporting Metri...
CHECKLIST
FACEBOOK
FOR DOLLAR A
DAY
CHECKLIST
1.Determine the audiences
you want to influence
2.Find high authority
mentio...
Logan Young: Ascensionto
Facebook ads figurehead
1
2
3
0
STEP
STEP
STEP
STEP
PIZZA HUT DELIVERY NO WEBSITE 100 LINKEDIN CON...
4 STAGESOF BOOSTING
1.SEED (Organic)
2. BOOST (Paid)
3. SHARE (Organic)
4. EXPLODE(Paid)
4 Stages Of Boosting
68
Now that your campaigns are live, how do we tune them?
Topics Covered:
MAA
Metrics, Analysis,
Action
Top N Technique
Quick...
Split testing provides an easy way to run experiments on how different fators affect the performance of Facebook ads
5 Way...
#MAA :Op�mize &Iterate
Metrics are key indicators to the health of your
business. These aren’t just dashboards, reports, e...
What are your personal branding goals? (select one or more)
Sell books or courses
Public speaker (speak better or speak mo...
6 PHASES OF PERSONAL BRANDING
1PLUMBING
2BLOGGING
3NET WORKING
INT
4ERVIEWS G
5PUBLIC
SPEAKING 6BOOK
73
The One-minute video challenge
operations@blitzmetrics.com
74
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Dennis Yu - Scaling up Facebook Ad Campaigns

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Learn Inbound 2019 - Dennis Yu slides

"Scaling up Facebook Ad Campaigns -- Overcoming Ad Burnout and Building Campaigns That Continue To Produce"

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Dennis Yu - Scaling up Facebook Ad Campaigns

  1. 1. SCALING FACEBOOK AD CAMPAIGNS -- Overcoming Ad Burnout and Building Campaigns That Con�nue ToProduce DENNIS YU CEO AND FOUNDER BLITZMETRICS
  2. 2. We humans live in a world controlled by robot overlords. Attention 2
  3. 3. Therefore, the filter power to screen out the noise has become ever stronger. It would take you 18,000 days, or more than 49 years to watch them all. Or, to pick a more modest goal, mull over binge-watching all the YouTube videos that were uploaded in just the past hour. It would take you 18,000 hours, or more than 2 years until you finished viewing the last one. 3
  4. 4. The growing sophistication of these algorithms has created benevolent robot overlords. 4 4
  5. 5. Uber driver (self driving cars) Cashier (self checkout) Fry Cook (automated processes for consistency) Car Assembly (Ford, Chevrolet) 5
  6. 6. We as entrepreneurs and executives live mainly above the API line-- since we are creative and deal with nuanced people issues-- things the robots haven't quite yet figured out. You take chicken for example. Maybe they couldn't figure out what to make chicken taste like, which is why chicken tastes like everything! And maybe they couldn't figure out 6
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. New AI fake text generator may be too dangerous to release, say creators 11
  12. 12. Jennifer Buscemi is the deepfake that should seriously frightenyou 12
  13. 13. THE 3 COMPONENTS OF AUTHORITY PROOF PEOPLE PROPERTIES 13
  14. 14. THE 3 COMPONENTS OF AUTHORITY PROOF STORIES MONITORING ARTICLE LIBRARY PEOPLE SOCIA L PROOF NETWORKING SOCIAL PROOF PROPERTIES MY PROPERTIES GUESTPOSTS AUTHORSHIP 14
  15. 15. THE 3 COMPONENTS OF AUTHORITY PROOF STORIES MONITORING ARTICLE LIBRARY PEOPLE SOCIA L PROOF NETWORKING SOCIAL PROOF PROPERTIES MY PROPERTIES GUESTPOSTS AUTHORSHIP One MinuteVideos WHY Story HOW TOArticles Native Alerts Google Alerts CrowdTangle Topic Wheel/ Podcast -Transcriptions Topic queue Thank YouMachine Community Management Speaking Management Networking Photo Friend Request-Management Polite Declines Share Count Lightweight Permission Feedback Collection Personal Plumbing Blog Facebook Interviews How-to's Rants Log-ins Syndication Supportteam 15
  16. 16. A hit has two qualities: serendipity (discover) and identity (belongingness), which leads to a share. 16
  17. 17. SERENDIPITY AND DISCOVERY 17
  18. 18. 8th wonder of the world? 18
  19. 19. Personal BRANDING Customers Employee Partners Community COMPANY BRAND 19
  20. 20. EDGERANK AND THESOCIAL GRAPH Voldemort-- the name that shall not be named 20
  21. 21. 71%ENGAGEMENT RATE 21
  22. 22. Beginnings of Orem dog attack caught on video 22
  23. 23. MARKETING BANKERS 23
  24. 24. PROFILE PUBLIC FIGURE PAGE COMPANY PAGE 3 ASSETS ON FACEBOOK ANDLINKEDIN 24
  25. 25. Conclusion When we live above the API line, the algorithms become our servants to do our bidding-- we are not afraid. TOPIC 1 MANAGING PEOPLE TOPIC 2 ENTREPRENEURSHIP TOPIC 6 EDUCATION TOPIC 5 SEARCH ENGINE MARKETING TOPIC 4 FACEBOOK MARKETING TOPIC 3 MENTORSHIP Mat Morrison Ryan Deiss Jim Bunch Michael Stelzner Mark Lack Mari SmithBilly Gene Rand Fishkin Nick Venezia AJ Wilcox Karen Freberg Newton Lee George Leith Jeu J Hunter Al Casey Dwayne Nesmith Curtez Riggs Keith Krance 25
  26. 26. HEALTH AND FITNESS Daniel Herman Matthew Januszek Ed Mylett Josh Elizetxe Enrique Marin DMCP Cole Hatter Brad Lea Companies in bold BRAND COLLABORATIONS SOCIAL MEDIA & DIGITAL ENTREPRENEURSHIP MILITARY Nathan Latka Phil Randazzo Omari Broussard Mark Lack Justen Martin George Leith Beverly Jackson Brian Solis Karen Freberg Dr Karen Sutherland July 11, 2019 KAQUN USCCA SOCIAL MEDIA EXAMINER FIVERR 26
  27. 27. CONVERSION The ACC Funnel CONSIDERATION AWARENESS YOU ARE A SEQUENTIAL STORYTELLER 27
  28. 28. Balazs W Kardos PERSONAL BRAND MANAGER JIM BUNCH GARY VAYNERCHUK TAI LOPEZ GRANT CARDONE ED MYLETT DREW BINSKY LAURA BEGLEY LOTTIE GROSS MARK LACK LEONARD KIM DENNIS YU TONY ROBBINS LES BROWN COLE HATTERDAYMOND JOHN SHANE CARLING DAVID S. ADDISON DR. GHALY FOUAD TRAVEL FREEDOM ENTREPRE- NEURSHIP GLOBAL PROSPERITY MOVEMENT PUBLIC SPEAKING PESONAL BRANDING 28
  29. 29. Caleb Guilliams PERSONAL BRAND MANAGER TODDLANGFORD NELSON NASH JOHNNOEL RANDY MORTENSEN ELLIOTNEFF GARY VEE DEAN GRAZIOSI RUSSELL BRUNSON GARRETTGUNDERSON BEAU CRABILL PETE VARGAS ROBERT KIYOSAKI WARREN BUFFET COLEHATTERDON BLANTON JOHNMAXWELL JIMCOLLINS TIM ELMORE ENTREPRE- NEURSHIP EMPOWERING OTHERS LIFE INSURANCE LEADERSHIP FINANCIAL LITERACY #1 INVESTMENT 29
  30. 30. Mark Lack PERSONAL BRAND MANAGER FACEBOOK MARKETING PUBLIC SPEAKING SELLING MOTIVATIONAL SPEAKING BUSINESS ROCKSTARS INFLUENCE GENERATION MICHAEL STELZNER HEATHERDOPSONDENNISYU BILLYGENE PETER VOOGD JOELBROWN TILMAN FERTITA TAILOPEZ DAYMONDJOHN GRANT CARDONE JOHNASSARAF ANDY FRISELLA SIMONSINEK COLEHATTER GARY VEE TONY ROBBINS BRENDONBURCHARD BRIAN TRACY 30
  31. 31. Dennis Yu PERSONAL BRAND MANAGER MANAGING PEOPLE EDUCATION SEARCH ENGINE MARKETING FACEBOOK MARKETING MENTORSHIP ENTREPRE- NEURSHIP GRANT CARDONE DWAYNENESMITHAL CASEY MATT MORRISON RYAN DEISS JIM BUNCH MICHAELSTELZNER MARKLACK CURTEZRIGGS BILLY GENE MARI SMITH KEITH KRANCE BRENDANKING CALEBGUILLIAMS BRAD LEA KAREN FREBERG NEWTONLEE GEORGELEITH 31
  32. 32. AMPLIFYING YOUR VIDEO Transcription (FancyHands task) Full YouTube internal link One-minute video snippets (show 3-4, ideally square) Show notes (landing page that has podcast link) 15-second highlights https://youtu.be/VtS4n5I10mM Article (blog post) PODCAST 32
  33. 33. 33
  34. 34. CONSIDERATION AWARENESS CONVERSION ACC FUNNEL 34
  35. 35. CONSIDERATION AWARENESS CONVERSION ACCFUNNEL WHY HOW WHAT ACC FUNNEL 35
  36. 36. KNOW LIKE TRUST CONSIDERATION AWARENESS CONVERSION WHY HOW WHAT ACC FUNNEL 36
  37. 37. CONVERSION The ACC Funnel CONSIDERATION AWARENESS WHY HOW WHAT YOU ARE A SEQUENTIAL STORYTELLER 37
  38. 38. Fundamental3x3 WHY HOW WHAT Childhood Memory First Job Topic Wheel #1 Interview #1 FDD Gratitude Product solving Problem PERSONAL BRANDING PACKAGE $147 $997 $5,000 POWER HOUR CEO andFounder BlitzMetrics 38
  39. 39. 5 cent ThruPlays 50% 3 second view to 10 second view 50% view-through rate 10% engagement rate 39
  40. 40. 1. When i was___. Waste no time, get right to the story. This is where the "WHY" comes in. 2. I believe that ___. Now go from the emotion of the story you just told to the overarching lesson of what you stand for. 3. I am ___. Give abrief explanationof what you do. Makesure to be specific and concise. 3 COMPONENTS TOA WHY VIDEO Learn more at blitzmetrics.com/WHY. 40
  41. 41. THE STRUCTURE OF THE ONE MINUTE WHY VIDEO 4seco 0nds 1sec 5onds s 5econds for thestory for thebelief statement for the “I am” statement 41
  42. 42. THE STRUCTURE OF THE ONE MINUTE WHY VIDEO WHEN IWAS “I BELIEVETHAT” I AM details emotional reaction emotional transition, I believe that, you statement I help X achieveY from hook statement exact bounce realization moment in time 240 42
  43. 43. 1. WHEN I WAS ___. Waste no time, get right to the story. This is where the "WHY"comesin. 43
  44. 44. 2. I believe that ___. Now go from the emotion of the story you just told to the overarching lesson of what you stand for. 44
  45. 45. 3. I am ___. Give a brief explanation of what you do. Make sure to be specific and concise. 45
  46. 46. INFLUENCE GENERATOR 5 6 Notification of Positive Mention (social listening, email, in person) Ask for lightweight permission (While adding to Content Library) Add endorsement to Company materials (landing pages, brochures, articles) Client love (Say thank you in one of many ways) Create follow-on content (quote card or queue up for listicle quoting them) Amplify endorsement (dollar a day) 46
  47. 47. Structuring your ad accounts on Facebook and Google BUSINESS ACCOUNT L5 AD ACCOUNT AD ACCOUNT AD ACCOUNT L4 L4 L4 CAMPAIGN L3 CAMPAIGN L3 CAMPAIGN L3 AD SET L2 AD SET L2 AD SET L2 L1 L1 L1 47
  48. 48. Now that your campaigns are live, how do we tune them? Topics Covered: MAA Top N Technique Common Failures Reporting Metrics Analysis, sort A esolve emplates for and O 2ptimize & Iterate Action Analysis Facebook Ads Optimization from Beginner to Pro 98 48
  49. 49. Forming a Facebook “Strategy” Your Facebook account’s structure of campaign, ad set, and ad is built around GCT (goals, content, and targeting). Automation of goals and targeting lead to the bottleneck of content. Topics Covered: GOALS A 3 stage funnel of ACC (AWARENESS, CONSIDERATION and CONVERSION) —how much to spend at each phase based on audience size and ROI. G CONTENT Build a Topic Wheel for evergreen campaigns, and allow “sales” and “news” to be boosted posts. Built-in conversions via Facebook Lead Ads and Instant Articles. C TARGETING Setting up custom audiences, inception audiences, and lookalikes—with special focus on native audiences of post engagement and video views. T G O A LS CONTENT TARGETING Business Strategy Goals Targeting Content 49
  50. 50. GCT :BusinessStrategy GOALS BUSINESS STRATEGY TARGETING CONTENT Goals = metrics = strategy = optimization 50
  51. 51. Dennis Yu Content Assemble a list of third-party endorsements, especiallypositive mentions from high-authority sites. Create a one-minute“WHY”video ( https://blitzmetrics.com/why/). Set upContent Library. Map out one minute videos. Create promotionalcontent to drive conversions. Create personas for the top 3 customer segments you serve. Gather content by stage of the ACCfunnel, addressing key objection for each persona. Get the Course: https://blitzmetrics.com/CMG 1 2 4 5 63BUSINESS PACKAGES PLUMBING GOALS TARGETING AMPLIFICATION OPTIMIZATIONCONTENT CONTENT AdvancedFundamental 51
  52. 52. Facebook Ads Optimization from Beginner to Pro Boosted post # 3 Boosted post # 4 $/day Mark Lack Boosted post # 2 Natalie de Souza Ferreyra Boosted post # 1 Caleb Guilliams Dennis Yu 52
  53. 53. Facebook Ads Optimization from Beginner to Pro 41 53
  54. 54. care Facebook Ads Op�miza�on from Beginner to Pro 45 Topics you care about Personal brands who are your ambassadors Your Product Your Brand Topic A Topic B Topic C Topic D Topic F Topic E Topic Wheel 54
  55. 55. TOPIC 1 MANAGING PEOPLE TOPIC 2 ENTREPRENEURSHIP TOPIC 6 EDUCATION TOPIC 5 FINDING YOUR WHY TOPIC 4 DIGITAL MARKETING TOPIC 3 MENTORSHIP Mat Morrison Ryan Deiss Jim Bunch Michael Stelzner Mark Lack Mari SmithBilly Gene Karen Freberg Newton Lee George Leith Al Casey Dwayne Nesmith Curtez Riggs Keith Krance Caleb Guilliams Brendan King Walter Burch BLITZMETRICS PLATFORM Managing People Al Casey Jeff J. Hunter Dwayne Nesmith 1a. Map your Personal Branding Your personal brand consists of the brands of your ambassadors. Better to leverage the authority that your ambassadors have in the topics you have chosen, as opposed to having to build it from scratch yourself. Have you mapped out where you already have authority and where you’d like to 55
  56. 56. 6 Types of Figureheads TOPIC1 HIRING AND FIRING TOPIC 2 SCALING OPERATIONS TOPIC 6 EDUCATION TOPIC 5 SEARCH ENGINE MARKETING TOPIC 4 FACEBOOK MARKETING TOPIC 3 MENTORSHIP MatMorrison Ryan Deiss Jim Bunch Michael Stelzner MarkLack Baker Logan Y Patch Mari Smith oung BillyGene Rand Fishkin NickVenezia AJ Wilcox KarenFreberg NewtonLee George Leith Jeu J Hunter AlCasey Dwayne Nesmith Founder/CEO/Owner: storiesreflecting their values. LIGHTHOUSE Customer: high authority expertise sharing. Employee: whythey workthere, what they do. Partner: aligned missionand projects. Subject Matter Expert: how-to videos, matched with your TopicWheel. Media/government: discussissues,act like ajournalist. Createpublicfigure pagesfor foundersand employees.Everyone else,you cansharetheir storiesvia your publicfigure pagesand company page. Not sure who to include in your Topic Wheel? Try some of these: 56
  57. 57. TYPES OF ONE MINUTE VIDEOS WHY VIDEOS HOW VIDEOS WHAT VIDEOS STAGE STORY GRATITUDE SELFIE INTERVIEW SIZZLE REEL PERSON INTERVIEW SELFIE PERSON INTERVIEW SELFIE FORMAL INTERVIEW FORMAL COURSE SELFIE ASSISTED HOW TO WEBINAR PROMO PRODUCT INFO GUIDE OFFER LET’S TALK TOUR OFFER 57
  58. 58. THREE MODES OF PRODUCING CONTENT Content Calendar Topic Wheel Spontaneous Content2016 HOME GUES TS 3 0 Content 58
  59. 59. Dennis Yu Targeting Import your customers and leads emails into Facebook, LinkedIn, Twitter and Google as custom audiences. Build targets on Facebook and Twitter - direct interests, closest competitors, common interests your customers share, industry influencers your customers and competitors follow, and people working in the media Create 1% lookalike audience for each major landing page, thank you page, and email list. Amplify a video and create video remarketing audiences. Create 1-, 30-, and 180-day audiences (Website Custom Audiences) site-wide, for each major landing page and thank you page. Build Bowtie Funnel Sequences. Get the Course: https://blitzmetrics.com/fdd/ 1 2 3 5 64BUSINESS PACKAGES PLUMBING GOALS CONTENT AMPLIFICATION OPTIMIZATIONTARGETING TARGETING AdvancedFundamental 59
  60. 60. CUSTOM AUDIENCES The various forms of first party data LOOKALIKE AUDIENCES SAVED AUDIENCES Build upon customaudiences 60
  61. 61. SAVED AUDIENCESBuild upon customaudiences - Coreaudiences (anyof Facebook's own data)we can bucket by the targets we learn from running Audience Insights on our highest signal customaudiences. - Combinationaudiences we can create combination audiences of custom and core audiences (people who have been to the site in the last 30 days and are fans of Digital Marketer). Or combos to create triggers such as they are in one custom audience, but not in another. - Media Workplace and otherInfluencer Audiences drive great indirect top of funnel traflc, since it results in more mentions that drive organic power, which we can share to get more viral." 5961
  62. 62. CUSTOM AUDIENCESThe various forms of first party data - WCA (website custom audience) combos of time period and part of the site. - Email audiences ( which can be automatically updated if using integrated oAuth or a third party like LeadsBridge) or manual, broken out by segment. - Native audiences all video views, some video views (in last 14 days), general page engagement. - Special audiences ofline conversions, app activities, partial matchaudiences. 62
  63. 63. LOOKALIKE AUDIENCES -CONVERSION LOOKALIKES -LEAD LOOKALIKES We're assuming lookalikes are an extension of custom audiences, since the custom audience is a seed. Not all seeds are strong enough to be worth having lookalikes built. And only the strongest seeds (high enough volume and low enough in the funnel) should have1%, 3%, and 5% audiences made (with appropriate exclusions, of course). 63
  64. 64. LOOKALIKE AUDIENCES CUSTOMAUDIENCES The various forms of first party data SAVEDAUDIENCES Build upon customaudiences - WCA (website custom audience) combos of time period and part of the site. - Email audiences ( which can be automatically updated if using integrated oAuth or a third party like LeadsBridge) or manual, broken out by segment. - Native audiences all video views, some video views (in last 14 days), general page engagement. - Special audiences ofline conversions, app activities, partial matchaudiences. - Coreaudiences (any of Facebook's own data) we can bucket by the targets we learn from running Audience Insights on our highest signal custom audiences. - Combinationaudiences we can create combination audiences of custom and core audiences (people who have been to the site in the last 30 days and are fans of Digital Marketer). Or combos to create triggers such as they are in one custom audience, butnot in another. - MediaWorkplace and other Influencer Audiences drive great indirect top of funnel traflc, since it results in more mentions that drive organic power, which we can share to get more viral." -CONVERSION LOOKALIKES -LEAD LOOKALIKES We're assuming lookalikes are anextension of custom audiences, since the custom audience is a seed. Not all seeds are strong enough to be worth having lookalikes built. And only the strongest seeds (high enough volume and low enough in the funnel) should have1%, 3%, and 5% audiences made (with appropriate exclusions, of course). 64
  65. 65. Now that your campaigns are live, how do we tune them? Topics Covered: MAA Top N Technique Common Failures Reporting Metrics Analysis, sort A esolve emplates for and O 2ptimize & Iterate Action Analysis Facebook Ads Optimization from Beginner to Pro 98 65
  66. 66. CHECKLIST FACEBOOK FOR DOLLAR A DAY CHECKLIST 1.Determine the audiences you want to influence 2.Find high authority mentions you would like to amplify. 3.Run Facebook ads at $1 a day for each high authority link. 4.Reply to everyone who engages with your amplification efforts. 5.Continue to build momentum in your PR machine by cycling in new content and audiences. Facebook Ads Optimization from Beginner to Pro 82 66
  67. 67. Logan Young: Ascensionto Facebook ads figurehead 1 2 3 0 STEP STEP STEP STEP PIZZA HUT DELIVERY NO WEBSITE 100 LINKEDIN CONNECTIONS ON STAGE ASSISTANT GHOST WRITTEN ARTICLES Like Comment Share WEBSITE PUBLIC FIGURE PAGE INTERVIEWING LEADERS COURSE FIGUREHEADS HEAVY BOOSTING PACKAGE SALES MEDIA COVERAGE DOMINO EFFECT KEYNOTE SPEAKER 67
  68. 68. 4 STAGESOF BOOSTING 1.SEED (Organic) 2. BOOST (Paid) 3. SHARE (Organic) 4. EXPLODE(Paid) 4 Stages Of Boosting 68
  69. 69. Now that your campaigns are live, how do we tune them? Topics Covered: MAA Metrics, Analysis, Action Top N Technique Quickly sort winners, adjust maybes, and kill losers. Common Failures And how to resolve them. Reporting Templates for performance and project management. 2Optimize & Iterate Metrics Action Analysis 69
  70. 70. Split testing provides an easy way to run experiments on how different fators affect the performance of Facebook ads 5 Waysto troubleshoot what’s working adformats landing page creatives bidtypes targeting optimize your campaigns 70
  71. 71. #MAA :Op�mize &Iterate Metrics are key indicators to the health of your business. These aren’t just dashboards, reports, etc. they’re the metrics you a�ach to your funnel tomeasure your success. Analysis requires mostly human intelligence to understand WHY a par�cular metric went up or down by breaking each metric into further components un�l we discover the underlying reason, then possible remedies. Ac�on follows analysis, whether automated (campaign op�miza�on, email sequences, etc) or human (contentcrea�on). The rapid cycling through MAA requires short communica�on at each step, taking minutes, not hours. and treats(MAA). break down any metric into further components un�l we discover the underlying reason. Optimize &Iterate 2Optimize & Iterate Metrics Action Analysis 71
  72. 72. What are your personal branding goals? (select one or more) Sell books or courses Public speaker (speak better or speak more) Increase professional reputation (for my company) Drive more inbound leads/sales via authority Build my network and connections Raise my stature as an entrepreneur 72
  73. 73. 6 PHASES OF PERSONAL BRANDING 1PLUMBING 2BLOGGING 3NET WORKING INT 4ERVIEWS G 5PUBLIC SPEAKING 6BOOK 73
  74. 74. The One-minute video challenge operations@blitzmetrics.com 74

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