Category Archives for "FaceBook"

Jan 04

Facebook’s 2019 Game Plan

By charles kirkland | FaceBook

I don’t need to tell you that Facebook took a public beating in 2018 and why that's good for you.

But here is the problem, the public can’t leave Facebook alone.

Think about this:

  • It provides instant on demand entertainment.
  • It holds all your favorite pictures and memories.
  • It gets rid of the boredom for a few minutes.

Facebook was designed to be addictive and they are ramping up that big time in 2019.

They are betting the farm on Stories.

Facebook predicts that Stories will be the most dominant form of social sharing by 2019.

They are giving Stories prime placement at the top of the page.

Right now it's a huge untapped opportunity for free advertising from Facebook and it's your time to leverage this before everybody else does.

If you decide to skip this, it’s OK. I was the guy begging my friends to use Facebook Ads right after it launched, and it fell of deaf ears.

Let me take the mystery out of growing your business with a 360 picture of your advertising ROI. It’s not about spending more money on advertising; it’s about optimizing what’s working.

Click the link below and let's talk.
https://mediabuyerassociation.com/consulting/

Nov 05

Facebook Just Gave Google a Black Eye

By Claudith Belgira | FaceBook

The fastest way to grow

What’s the fastest way to move the needle of an existing business?

   A) Create more ads
   B) Use new traffic sources
   C) Jump on the latest social media platforms
   D) Blog your heart out
   E) Create a podcast
   F) None on the above

Since you have been on my list awhile, you know the answer is F. None on the above.

Marketers often think that being busy equals results. The harder the work, the more results.

This mindset was created by an outdated education system that was designed in the industrial age.

The more you do, the more you make. It's a 1 to 1 exchange.

But when you apply this to digital marketing it creates a trap that will kill you faster than the token screaming girl at the start of every horror movie.

If you already have an existing online business with traffic, you need to focus on optimizing it.

Do not run out looking for the next magic bullet traffic source with dirt cheap clicks.

Instead, you must optimize what you already have. This will pay dividends down the line.

Here's a short list of things to optimize.

Page load time. This can be as simple as installing a plugin. I really like W3 Total Cache. https://wordpress.org/plugins/w3-total-cache/

Or it may require you to upgrade the server. https://wpengine.com is really a great host. You get what you pay for in the world of hosting.

You also get the advantage of using the WP engine content delivery network (CDN) which can make a huge difference in speed.

Optimize your images. It's not uncommon to see clients who are using stock images with huge dimensions and 300 DPI for a thumbnail.

Use https://wordpress.org/plugins/wp-smushit/ to fix this problem.

Use Google Tag Manager to load and block scripts on certain pages. Is it really necessary to fire every tag in the world every time someone visits?

https://marketingplatform.google.com/about/tag-manager/

I personally use https://www.ghostery.com to check how many extra tags I have installed and forget about.

Do you have old plugins that are hogging load time? If you don’t need it, turn it off and delete it.

Host your landing pages on the fastest platforms you have access to. I have my blog hosted on a cloud server, but my optin pages are on ClickFunnels because they load so much faster.

Speed is king. Anything you can do to improve the speed of your site will amplify every click.

Do me a favor this weekend and test your site load time on https://tools.pingdom.com and see how long it takes to load. You might be surprised at your load time.

I have time to work with 3 more qualified clients in November. Click the link below and let’s see if you are a good fit.

http://trinitymarketingagency.com/get-a-free-consultation/

Talk soon,
Charles Kirkland

P.S. Can I help you create a marketing campaign to get you more customers this month?

Click here. http://trinitymarketingagency.com/get-a-free-consultation/

Oct 01

Bigger than Facebook & Google

By charles kirkland | FaceBook

Change is in the air, and I’m not talking about fall.

As a side note, the only difference between, spring, summer and fall in South Carolina is you can get pumpkin spice in the fall.

Nothing else changes...it’s insanely hot.

Right now 2 massive changes are happening in the world of paid media, and I want you to be prepared.

Amazon Ads are going to be bigger than both Google and Facebook in the next 24 months.

One of the problems plaguing Amazon is the AAP, AMG and AMS setup.

They don’t have a unified system to manage everything.

AMG sells Amazon’s ad products.

AMS is a self-serve PPC.

AAP is a programmatic solution.

These are very different animals all trying to be a marketing platform.

Amazon is in the process of combining all of their advertising into one platform and making it accessible to smaller businesses.

Do you think Amazon has been investing crazy amounts of money into original shows like Jack Ryan for the fun of it?

They are looking to monetize the entire prime video library.

Plus, Amazon Alexa is being integrated into new home construction so everything will be seamless. Buy a new home complete with Alexa as your virtual assistant.

On top of that Amazon is embracing self-driving cars with Alexa built into the operating system of the car. Alexa will learn where you go, how long you spend there, and who else is near the car so Amazon can target you with more relevant ads.

Amazon is one of the most innovative businesses on the planet and from what I’m seeing it’s not slowing down.

Google and Facebook are trying to shore up their defence against Amazon so expect to see new and innovative things from them.

Amazon probably has more “Actionable Big Data” than Google and Facebook combined.

Facebook is 14 years old.
Google is 20 years old.
Amazon is 24 years old.

Let these facts sink in.

There are 100 million Amazon Prime subscribers.

Amazon Prime subscribers have an average customer value of $1,300.

Amazon has 310 million active customers.

Amazon sells more than 12 million products, not including books, media, wine and services.

When Amazon Marketplace sellers are factored in, the total product count balloons to more than 353 million products.

When you have that much data on just active customers and factor in the inactive customer base, you know what people want before they know they want it.

Right now is the time to embrace Amazon Ads and get your feet wet and speed through the learning curve while media is cheap.

Once everyone is marketing on Amazon’s new platform, expect your costs to rise sharply.

Have a great weekend.

P.S. Did you notice I said two massive changes are happening and I only covered one? Check your email on Sunday and discover the 2nd game changer that is about to overtake digital marketing.

To get more insider tips and strategies make sure you sign up for the “ROI Accelerator” newsletter. https://mediabuyerassociation.com/free-media-buyer-membershipv2/

Aug 24

How to customize Facebook ads for every stage of your funnel.

By charles kirkland | FaceBook

Sunday while smoking a brisket it occurred to me that cooking is very similar to creating successful Facebook campaigns.

Every stage has its own order. If you skip ahead, you’re doomed to fail.

It's really not about what buttons you push or settings you pick. Those are completely tactical, novice moves.

See, each stage of your buying cycle needs to have its own ad.

Today I am going to go over the concept. Then for the next 7 days I’m going to go into the smallest details of creating Facebook ads that will give you the highest ROI you have ever seen.

For today’s example let's use a 4 stage simple funnel so you can grasp the concept.

Stage 1: Collect the name, email and phone number.

Stage 2: Present the offer and overcome the objections. This can be done via sales letters, phone calls, webinars, etc. The modality may change but the outcome is the same.

Stage 3: Get them to the checkout page and to take the next step.

Stage 4: Get them to become a repeat buyer at higher prices.

Super pro tip.
“Focus on your back end buyers. These buyers are often different from your most prolific front end buyer.”

I optimize my ads for my highest lifetime buyer. Focusing optimization for front end buyers is a fast way to the poor house.

At every stage of this funnel your prospects will have different objections that you need to overcome or they’ll get stuck at their current stage and never progress to the next stage.

The biggest issue is most people create a single ad and hope it will take care of the entire funnel and then they wonder why it's not working.

In order for you to get the maximum results you must make sure you are targeting the right people.

Head over to get my buyer profile checklist and template to make sure you are targeting the right prospects from the start.

http://go.mediabuyerassociation.com/optinpjcyu5d1

STEP 1

In order to engage our prospects to get them to click on our ads we must customize Facebook ads for every stage of our funnel based on our prospect’s biggest, deepest, darkest fears.

We have to tap into these fears so well that it would make a Steven King movie look like an episode of Mr. Rogers Neighborhood.

I want to know what keeps him up at night.
What is he afraid to admit to his spouse?
What has he been secretly daydreaming about?
Why does it bother him so much?

Don’t speed through the this process and go with surface level problems that everybody else sees.

Look at this example.

Let’s pretend that we are promoting a hair loss clinic.

That comes to mind because at 47 I’m slowing losing my hair. Since my dad was a hair stylist, hair is a big deal in my family.

While the competition is talking about getting a full head of hair, we are going to talk about how the lack of hair is killing his self esteem.

We talk about how a woman loves to run her hands through a thick head of hair.

He’s wondering if his wife is looking at other men with more hair.

He’s afraid that he is getting passed over for promotions because of his lack of hair.


You get the point. We have to drill down into those deep fears he’s even afraid to admit to himself.

Once you know his deepest fears, you’re ahead of 99% of your competition.

Our first goal in Stage 1 is to get your prospect to click the ad and hit the landing page.

And the best way to get that click is to talk about his biggest fears.

We’ll do more to avoid pain than to gain pleasure.

Don’t believe me? Look at this example.

Let's say I call you at 2am and tell you Big Jim’s is having a buy-one-get-one-free tire sale. I could only imagine the words you would say.

But if I call and tell you 2 teenagers are stealing your new zero turn lawn mower you would thank me and call 911.

One is pleasure and the other is pain.

Using those pain points, I can craft a number of ads all hitting the same problem in dozens of ways.

I’ll never have a shortage ideas to create amazing ads.

But which type of ad will work best?

Is it your social proof ad, benefit driven ad, or curiosity ads?

Most people create a single ad and a few variations of the exact same thing and wonder what's not working.

Just imagine how much money has been wasted testing the same variation of the wrong kind of ad for your market.

So the question is, which ad type do you use?

You need to keep all these ads running initially because different people will respond to different hooks.

Do me a favor and go back through your last few campaigns and see if you were only running one type of ad.

You’ll be surprised by how many sales you’ve lost by only running 1 angle.

You may even go back to some of your campaigns that were close to breaking even and run a few more ads based on their biggest fears.

It may shock you to find out how close you may have been to a crazy profitable campaign.

In order to engage our prospects to get them to click on our ads we must customize Facebook ads for every stage of our funnel based on our prospect’s biggest, deepest, darkest fears.

We have to tap into these fears so well that it would make a Steven King movie look like an episode of Mr. Rogers Neighborhood.

I want to know what keeps him up at night.
What is he afraid to admit to his spouse?
What has he been secretly daydreaming about?
Why does it bother him so much?

Don’t speed through the this process and go with surface level problems that everybody else sees.

Look at this example.

Let’s pretend that we are promoting a hair loss clinic.

That comes to mind because at 47 I’m slowing losing my hair. Since my dad was a hair stylist, hair is a big deal in my family.

While the competition is talking about getting a full head of hair, we are going to talk about how the lack of hair is killing his self esteem.

We talk about how a woman loves to run her hands through a thick head of hair.

He’s wondering if his wife is looking at other men with more hair.

He’s afraid that he is getting passed over for promotions because of his lack of hair.

You get the point. We have to drill down into those deep fears he’s even afraid to admit to himself.

Once you know his deepest fears, you’re ahead of 99% of your competition.

Our first goal in Stage 1 is to get your prospect to click the ad and hit the landing page.

And the best way to get that click is to talk about his biggest fears.

We’ll do more to avoid pain than to gain pleasure.

Don’t believe me? Look at this example.

Let's say I call you at 2am and tell you Big Jim’s is having a buy-one-get-one-free tire sale. I could only imagine the words you would say.

But if I call and tell you 2 teenagers are stealing your new zero turn lawn mower you would thank me and call 911.

One is pleasure and the other is pain.

Using those pain points, I can craft a number of ads all hitting the same problem in dozens of ways.

I’ll never have a shortage ideas to create amazing ads.

But which type of ad will work best?

Is it your social proof ad, benefit driven ad, or curiosity ads?

Most people create a single ad and a few variations of the exact same thing and wonder what's not working.

Just imagine how much money has been wasted testing the same variation of the wrong kind of ad for your market.

So the question is, which ad type do you use?

You need to keep all these ads running initially because different people will respond to different hooks.

Do me a favor and go back through your last few campaigns and see if you were only running one type of ad.

You’ll be surprised by how many sales you’ve lost by only running 1 angle.

You may even go back to some of your campaigns that were close to breaking even and run a few more ads based on their biggest fears.

It may shock you to find out how close you may have been to a crazy profitable campaign.

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Did you grab the social media buyer profile guide? If not, get it here.

http://go.mediabuyerassociation.com/optinpjcyu5d1

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May 16

Facebook & Adwords ROI

By charles kirkland | FaceBook

Recently Adidas paused their Facebook ads because of lack of ROI.

This has sparked many brands to do the same.

But here is the problem.

How do you measure ROI?

Ask 10 CMOs, marketing directors, or media buyers and you'll get 50 different answers.

Some people are indecisive about everything. 🙂

Answers range from the W.A.G. method to first touch, last touch, weighted, time decay, last non-direct touch, linear, U, W and Z.

You get the point.

Now let's make this complex.

Throw in multiple traffic sources.

Plus, add desktop, TV, mobile and tablet as screen devices.

Last but not least think about doing this with multiple login accounts. You know you have at least 2 emails.

It doesn't take long until you get a mess.

What I'm trying to get at is it’s often hard to measure attribution.

You will have leakage in your marketing.

So what is the ROI of Facebook and Google?

It depends on the quality of your entire marketing system.

Are you measuring it over 7 days, 14 days, 30 days, 60 days, etc.?

Are you using login, IP, or cookie based tracking?

What is the lifetime value of your buyer?

Before you blindly follow others and take a nose dive off a cliff, make sure you are measuring your ROI.

Here are a few campaigns that you should be running to produce a positive ROI in Adwords.

Create a campaign based on your main keywords to drive traffic to your signup page. These ads are designed to grab low-hanging fruit.

Create a campaign based on your name and reviews. These leads are often in the last phase of research and just need a nudge to convert them to buyers.

Create a campaign to show ads to people who have visited any of your pages. After they visit your site they will start seeing your ads if they haven't already signed up. These ads are designed to take someone from the looking phase to the signup phase in a short amount of time.

Create a re-marketing campaign for anyone who visits your signup page but doesn't sign up. These ads will work with the cart abandonment campaign.

Use Google data modeling to create look-alike of each segment and run them in separate campaigns.

Upload your buyer database to create a buyer profile with look-alike audiences that we can run ads to.

Create Google Display Ads to show banners and drive visitors back to your signup page.

Create video intro ads to run on YouTube video based on interest and intent. These produce branding and ROI at the same time.

Create Gmail sponsored ads based on the names of your top competitors. When a user is in Gmail they will start seeing your ads on the top and right hand sides. These ads have very little competition and perform above average for us.

Just start with 1 traffic source and make sure you understand how attribution works before you scale up.

Thanks,
Charles

Sep 28

Facebook or Adwords: Which is Better?

By charles kirkland | Adwords , FaceBook

I get lots of questions about which is better, Facebook or Adwords.

That's the wrong question to ask.

That's like saying the Hennessey Venom GT is the best car in the world. 

While it's the fastest supercar you can buy today for $1.2 million dollars, it wouldn't be the best thing to take down to the farm to feed the cows.

You have to pick the traffic source based on your offer.

Let's look at a situation where Adwords would leave Facebook in the dust.

Let's look at a situation where Adwords would leave Facebook in the dust.

One of the many reasons I love running Adwords over Facebook is real time intent.

In Facebook you really don’t know when a user liked an interest.

Was it this week, last year or 6 years ago.

Look at your profile preferences and you’ll see things you didn’t even know you liked.

Facebook takes all the data they have and comes up with some really good guesses about what you like.

It’s freaky how spot-on it is. But it fails to take into account recency of the data.

You can run conversion optimization and that helps a lot.

But as an advertiser you don’t have access to how fresh that like is.

And once that data is added to your profile it stays there until you remove it.

If you have first party data about your audience, Facebook can become unstoppable.

But Adwords is different.

Before I get tons of emails trying to tell me that Adwords is made up of multiple ways to serve ads, let me say that I’m specifically talking about search.

In search you're getting real-time actions.

Let's look at this real life example.

Let's say little Johnny gets back from playing at Grandma’s house at 9pm.

While you are somewhere in Dreamland little Johnny starts crying in the middle of the night. You wake up and run to his room only to discover he got into some nasty poison ivy and it's itching like crazy.

At 3am you’re not going to ask your friends on Facebook what's the best homemade cure for poison ivy.

Instead, you're going to grab your smart phone and do a voice search and start looking for the first results which is a sponsored ad. Now you're sending your other half to the 24 hour Walgreens looking for the anti-itch cream you just looked at.

By the way, baking soda works wonders in relieving poison ivy.

See how Adwords is solving the problem in real time.

In case you're saying Adwords is too expensive, you need to fix your funnel and up your quality score to compete.

Look at each keyword group and the intent behind it to come up with a hyper-targeted ad with a high quality score.

In PPC the goal is to have the highest possible quality score.

Your’ll pay less and get more impressions than your competition.

While I believe this a a great example of when Adwords beats Facebook, don’t get stuck using only one traffic source.

Master one and expand to the next; there's no law that says you can only use one traffic source.

I’m getting ready to help work one-on-one with a few lucky businesses. If you want to know more about it, let me know.

Talk soon,
Charles Kirkland

Jul 12

Facebook Ads Reporting Tools

By charles kirkland | FaceBook

Powerful Facebook Reporting Tools

https://sproutsocial.com

  • Facebook Reporting Tools for Digestible Page Analytics
  • Discover What Content Resonates With Your Audience
  • Easily Report on Facebook Page Impressions and Fan Growth
  • Tag Posts & Comments for Aggregate Campaign Analysis
  • Visualize and Export Page Data With Dynamic Charts
  • Unlimited Facebook Reporting at Your Fingertips

Report Garden

http://reportgarden.com/

  • Helps online ad agencies create analysis and performance reports for their clients. Some of our key highlights are Campaign based reporting, Multi Channel Reporting, & Automatic scheduling of reports. We can help you build beautiful, customised marketing reports that impress!
  • Create intuitive, beautifully designed Facebook Ads reports in minutes!
  • Helps you measure ROI for the time and resource invested into maintaining a strong profile. ReportGarden lets you present targeted adverts, budget spent and results across devices using a range of performance metrics.
  • Reach
  • Frequency
  • Impressions
  • Social Impressions
  • Social Reach
  • Engagement metrics help you understand what Facebook ads get attention and what ads don’t. Report Garden helps you visualize various engagement metrics to measure growth and performance over time to see how you’re improving.
  • Time
  • Age
  • Gender
  • Placements
  • The Success of your Facebook Ad campaign depends on how precisely you are able to target your audience. Report Garden lets you present demographic dimensions with detailed conversion data to make it enormously insightful for clients.

SuperMetrics

https://supermetrics.com/

  • Pull data from the majority of advertising channels right into Google Sheets. With this Google Sheets add-on, we track our Facebook ads reach, frequency, and CPC over time. This allows us to better understand when ad fatigue is setting in and it’s time to update creative at scale.

AdEspresso by Hootsuite

  • Analyze your Facebook Ads campaign and discover what's working and what's not about it! It only takes 4 clicks and it's totally free. Start optimizing your campaigns now!
  • Getting the best ROI possible from your Facebook Ads campaigns can be tough, finding your ideal target often requires days of work analyzing countless rows of Excel data. It's 2017, why can't it be simple?.
  • Welcome to AdEspresso Campaign Rater. Discover what's working and what's not in your campaigns in 4 clicks, totally free.
  • Quickly generate an appealing report on your Facebook Ads campaign to share with your colleague.
  • Immediately understand the key metrics of your campaign: How much are you spending? What are you getting from your advertising budget?
  • Compare side by side Age, Gender, Countries, Placements, Devices: What's making you money and what's just a waste of time?
  • Compare your performances with your industry's benchmark, are you beating your competitors or do you still need to improve? (Coming Soon)

GROW + Facebook Business

https://www.grow.com/integrations/facebook-ads-reporting-tool/

  • Gain powerful insights when you add Facebook Ads to your all-in-one business command center in Grow.
  • Connect, blend, customize, and monitor data from Facebook Ads alongside your other essential business data in real-time, in the palm of your hand.
  • Strategically visualize your data to focus your team around the goals and objectives that matter most.

AdSpringr

http://www.adspringr.com/

  • Increase the scale, performance and ROI of your Facebook ad marketing campaigns through our advanced product and services.
  • This tool offers four distinct services:
  • Ad creation
  • Analysis and reporting
  • Optimization
  • Targeting
  • The analysis and reporting feature is among my favorites, thanks to:
  • Automated client reporting
  • Automated graphical reporting
  • Visualization of important parameters

While you can use AdSpringr for personal marketing campaigns, it is often used by agencies that manage advertising for a variety of clients.

Douply

  • Douply helps you to measure and analyse important KPI’s such as reach, engagement, likes and comments in order to make the right strategic decisions on your Facebook Ads campaign. The features of our reporting tool make it fast, easy and fun!

Socialbakers Suite

  • The most advanced social media analytics, reporting, publishing, and recommendation suite in the industry. Start delivering measurable impact on your community and business today with Socialbakers Suite.

Socialbakers Suite

  • Paid tool with a ton of features including ad scheduling, performance-based rule setting, auto rotation of ads and a campaign organizer. But one of its best features is its ability to automate split testing (A/B testing) for both creatives and audiences.

Cross-Network Reporting & Automation

https://www.adstage.io/

  • Report. Craft the perfect Search and Social PPC reports with easy drop-in widgets, table filters, custom data and more.
  • Automate. Place your AdWords, Bing, Facebook, LinkedIn, and Twitter campaigns on autopilot with Rules, Alerts, Dayparting, A/B Testing, Flighting and more.
  • Manage. Simple campaign creation flows coupled with powerful management tools such as bulk editing, campaign grouping, and ad variation testing across search and social.
  • Universal Data API. Import all of your cross-channel ad performance data into your Marketing Automation, CRM, or BI systems from a single, uniform feed.

Pagemodo

http://www.pagemodo.com/

  • Our step-by-step tools help you easily create a professional-quality design, target your audience, set your budget and measure your results. We'll even save your designs so you can test small changes to optimize future campaigns.
  • Increase your Facebook, Twitter, and LinkedIn engagement.
Feb 15

The FaceBook Conversion Tracking Pixel is Dead…

By charles kirkland | FaceBook

Facebook is always showing the marketing world it’s love. 🙂

And today is no different because they have finally killed off the old conversion tracking pixel in favor of a 1 pixel solution.

They have been threatening this for a long time, but they finally pulled the plug on the old pixel.

If you have been using the old FaceBook conversion tracking pixel, you need to login and update your pixel ASAP.

The new pixel setup isn’t hard; it just takes some planning to set up your conversion events.

The new pixel combines both the conversion tracking pixel and the custom audience pixels.

So you can use one code for conversion tracking, optimization, and remarketing.

This new pixel really is a lot better, and I for one love it.

By the way, I’m looking to partner with only 20 marketers who are willing to let me work with them to grow their business.

Click here to take the 1st step.

Talk soon,

Charles Kirkland

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