This document outlines a case study detailing steps to achieve a 378% ROI on sales funnels using Facebook ads. It emphasizes the importance of planning a funnel, conducting live webinars, A/B testing, and utilizing Facebook ads and lookalike audiences for optimized marketing. The guide encourages continuous monitoring and testing to enhance and scale the advertising efforts effectively.

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[CASE STUDY] 378% ROI On Your Sales Funnel Using Facebook
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(NOTE: ALL Client/Product Information is all blurred out because I'm under a non disclosure agreement)
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2. Today I'm gonna show a step by step guide on how you can have a successful sales funnel that will help you
increase your ROI and further grow your business.
Quick Navigation
1. Plan What Funnel What You Are Going To Use
2. Live Webinar
3. A/B Test
4. Drive Traffic Using Facebook Ads
5. Facebook Video Ads
6. Facebook Lookalike Audience
7. Optimize and Scale Your Facebook Ads
8. Monitor and Continue to AB Testing Your Funnel
1. Plan What Funnel What You Are Going To Use
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3. There are lots of Funnel you use to grow your business, you can use the 3 part video funnel modelled from Jeff
Walker. You can also use the Ask method formula by Ryan Levesque. But for this funnel we decided to test out and
use a webinar funnel.
There are lots of Funnel you use to grow your business, you can use the 3 part video funnel modelled from Jeff
Walker. You can also use the Ask method formula by Ryan Levesque. But for this funnel we decided to test out and
use a webinar funnel.
Over 60% of marketers are using webinars as part of their content marketing programs. (Source: Content Marketing
Institute)
2. Live Webinar
Set up your live webinar using webinarjam and do it repeatedly, improve in every webinar until your sales
conversion reach between 10-20%. Once your webinar is already converting well, set up an autowebinar using your
best converting live webinar using everwebinar. Set up your notifications and email follow up sequence for the
replay of your webinar inside everwebinar.
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4. If you are a beginner and not sure how to run a webinar, I suggest you check out Russell Brunson's Perfect Webinar
Script HERE.
3. A/B Test
Create 2 or more different opt in pages for your webinar using
Clickfunnels, then create separate autowebinar in everwebinar for each
of your opt in page (this is done to monitor your opt in rates better).
Start your AB test by having different designs for each of your opt in
page, but make sure the copy, headline, call to action,etc. are all the
same.
"You Can’t Improve What you Don’t Measure"
4. Drive Traffic Using Facebook Ads
The very best thing to do before you start any Facebook campaign is to compute know your Key Performance
Indicator first. You can follow my formula that I've learned from Jason Hornung to make sure your ads will always be
profitable.
Facebook Ads (Key Performance Indicator)
STEP 1: Know your average order value and cost per acquisition (For example, your products sells at $100
for a one time payment and with no upsell, your average order value is valued @ $100, in order to have 2:1
sure return you should not spend mope than $50, so your cost per acquisition is valued @ <$50)
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5. STEP 2: Know how many leads you need to generate (For example to generate 100 customers, divide 100/by
your average sales conversation rate, for example 100/3%=3333, so you need 3333 leads to generate 100
customers for your business.
STEP 3: Clicks ( Divide your needed leads by your landing page conversion rate, 3333/20% = 16,667, so you
need 16,667 clicks to generate 100 customers.
STEP 3: Cost per Click (Multiply cost per acquisition by 100 customers divided by clicks needed, so that will
be 50 x 100 / 16,667 = < 0.29 CPC
STEP 4: Cost per Lead (CPC times 5 , so that will be < 1.49 Cost per Lead)
That's it, always base your Facebook Ads performance with your KPI's and I assure you that you'll always be
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6. profitable in your campaigns
5. Facebook Video Ads
Use video ads with captions to drive traffic to your opt in page. AB test your video ads, it's best to start with 2 or
more video ads with different hooks to invite your audience to join your webinar.
"Facebook generates 8 billion video views on average per day"
6. Facebook Lookalike Audience
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7. The best way to target the right audience for your Facebook Ads is to target the lookalike audience of your existing
customer. Just plug in your customer emails on Facebook and create a custom audience, then create a lookalike
audience inside your ads manager (it's best to start with US as the location)
7. Optimize and Scale Your Facebook Ads
Monitor your Facebook Ads status, if it's within your key performance indicators, then start scaling your budget to
10% daily, if it's above your KPI's then start testing other angles like changing your ad headline, image or copy. If
your ads keeps on converting within your KPI's then start targeting other countries of your lookalike audience and
start targeting the 2% lookalike of your audience.
8. Monitor and Continue to AB Testing Your Funnel
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9. Continue to monitor your ads, opt in pages, emails, etc, don't stop AB testing your ads, opt in page, copy,etc.
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10. That's it everyone, it's now your turn to implement this guide on your funnel :), hope this helps
- Matthew Schwartz
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11. Facebook Comments
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