Learn how promoting the right types of content with Facebook ads can help you grow your brand equity and generate more long term sales.

1. How to Promote Content
to Drive More Sales with
Facebook Ads
By: Aaron Zakowski

2. Aaron Zakowski
CEO & Founder, Zammo Digital Marketing
I help leading startups accelerate user
acquisition and achieve scale through
Facebook Ads. I have managed over
$1million in Facebook ads generating
over 180,000 leads and signups for
clients such as eBay, InVision, Cuisinart,
Webydo, Treehouse and many more.

3. A Few Of My Clients

4. Don’t Sell To Cold Leads
on Facebook

5. Don’t expect people to take out a credit card

6. Free Trial Offers and Mobile App Installs
work really well on Facebook

7. But what if people need a little longer to
learn about your product or service
before they convert?

8. WARM UP
Cold Leads First

9. 2-Tier Sales Funnel
1) Promote Awesome Content to Cold Leads
2) Sell Your Product to Warm Leads

10. Promote Awesome Content
to Cold Leads
• Cookie more prospects for
Retargeting
• Introduce cold leads to
your brand & products

11. Promote Valuable Content
• Provide value (Helpful but incomplete)
• Prove your expertise
• Build a relationship
• Don’t be overly promotional

12. What Kinds of Content to Promote
• Blog posts, Ebooks, Videos, Webinars,
Free Downloads
• Content has higher CTR. Make your ads
look like content.
• Create evergreen content

13. How to Promote Content
on Facebook

14. Target Lookalike audiences and Interests
(Exclude your Retarget lists)

15. Campaign Objective =“Clicks to Website”

16. Bidding
CPM vs CPC
(Test them both)

17. Placements:
Right Column, Mobile and Instagram

18. Great promoted content should also
generate organic shares which lead to
even more traffic and warm leads

19. Example: Lewis Howes

20. SELL
To Warm Leads

21. Use Retargeting ads to sell to
website visitors

22. Optimize your retargeting campaign for
“Website Conversions”

23. Exclude people who have already
converted

24. Budget Allocation
75% Content Promotion
25% Direct Response sales via retargeting

25. Summary
1) Don’t sell to cold leads
2) Promote awesome content to cold
leads via Facebook Lookalike Audiences
3) Sell to warm leads with Retargeting

26. Thank you!
Aaron Zakowski
Email: aaron@zammodigital.com
Blog: AaronZakowski.com
Twitter: @AaronZakowski
OR
Download My Free Ebook
www.ZammoDigital.com/ebook