Module 7 Scaling Your Business

Module Agenda The formula for scaling your budget: ØStep 1: Find the winning ad from your testing ØStep 2: Scale the budget using the 1.5x formula ØStep 3: Find the winning demographics ØStep 4: Test desktop and right side ads The Facebook tracking pixel Custom and Lookalike audiences

Quick Recap We found 20 products to test Built a general/test website and tested the 20 products Found 1 winner in 1 niche Created a niche store website and populated it with that 1 winner Found 10 new products within this niche and tested them Found 2-3 more winners within these 10 to put on your new niche store website We are NOW going to send real live production traffic to ONE of the products on your new niche store website

Sending the REAL Traffic and Making the REAL Sales!

Picking the product to start with Most sales during testing Highest revenue Highest potential profit No wrong answer here!

Sending Traffic and Scaling We will do this for ONE product (for now): Step 1 find the winning ad from your testing (if you were using more than one) for the product you ve selected Step 2 Scale the budget up using the winning ad and the same audience targeting you used for testing until revenue from a 4 day period is < 1.5 the ad spend Step 3 Find the winning demographics Step 4 Test desktop and right side ads as new ads

Step 1 - Sending Traffic and Scaling Find the winning ad

Step 2 Sending Traffic and Scaling Increase the budget 1.5x, rounding up so, $1 to $2, $2 to $3, $3 to $5, $5 - $8, etc Run this budget for 4 full days If the ad spend for the 4 day period * 1.5 is more than the revenue made for the 4 day period, STOP and go back to the previous budget and let it run OTHERWISE Repeat the process, scaling up

Step 3 - Sending Traffic and Scaling Focus on Age and Gender right now in the future we will expand to other demographics Determine this after you re done scaling or you ve increased your budget 4 or more times (and are still going!) We are going to use these demographics for future targeting and optimization! Start with FB Ad Manager

Step 3 Sending Traffic and Scaling

Step 4 Sending Traffic and Scaling Set up a new campaign for desktop and right side ads Run same ad and same audience but only for these ad types Use the 1000 impressions or 3 days rule to test these new ads If success Scale like we did in Step 2 OTHERWISE do nothing and stop the ad

Step 4 Sending Traffic and Scaling

Recap: 1000 Impressions or 3 Days Go through this process for all NEW ADS

After You Implement Your First Scaling Start sending traffic, scaling etc. to other products on your niche site Ø Step 1 find the winning ad Ø Step 2 Scale the budget using the 1.5x and 4 day rules Ø Step 3 Test the right side and desktop ads Ø Step 4 Identify and document the winning gender and age demographics Identify 3 new audience targets and ad sets for each of the products on your niche site Use one set of new targets/ads to send NEW traffic types to ONE product on your niche site Ø Using the winning demographics (age and gender) from your initial traffic

Audience Expansion Mindset Recap from the last module THREE main audience types: The Buyers The Communities The Authorities

Sending traffic to one product using new audiences and Ads For each new audience: Use the winning demographics along with the audience Start with the 1000 impression rule flow chart THEN, if optimization is in order Follow the 1.5 x / 4 day rule with the winning Ad OTHERWISE, abandon that audience

Customize the Facebook Ads Report Just want to make sure we re looking at the right metrics Everyone should be tracking at LEAST what we re showing here Start by going to your FB ad manager

Customize the Facebook Ads Report

The Pixel!

What Is A Pixel?

The Facebook Pixel

Why We Use It? Create custom audiences of people that ØVisit our site ØPut stuff into a cart on our site ØBuy stuff on our site Use that custom audience to ØRetarget ØBuild look-a-like audiences HUGELY powerful We ve been collecting this data this is why we had you set the pixel up back in Module 4

Custom Audience Creation Step 1 We will create groups of people from these 3 segments. These segments are called Custom Audiences.

Look-a-Like Audience Creation Step 2 Next, we will have Facebook create a large pool of people who have similar buying habits as our Custom Audiences. This is called Look-A-Like Audiences.

Creating Custom Audiences First log into your ad manager and click audiences.

Creating Custom Audiences Next Click on Create Audience and select Custom Audience

Creating Custom Audiences Select Website Traffic

Creating Custom Audiences Create one for all the traffic that come to the site. Set it up just like this. (use your own url)

Creating Custom Audiences Create another one. Use the and button and add cart to the keywords.

Creating Custom Audiences Create a third one. Use the and button and add order-received to the keywords.

Creating Custom Audiences We now have our 3 custom audiences.

Creating Lookalike Audiences First log into your ad manager and click audiences.

Creating Lookalike Audiences Click on Create Audience and select Lookalike Audience.

Creating Lookalike Audiences First log into your ad manager and click audiences.

Creating Lookalike Audiences We now have four Lookalike Audiences. Make more for the other custom audiences we created, so that you have 12 (3 custom audiences x 4).

Using Lookalike Audiences Now that we have our Lookalike Audiences, we can use them when creating ads instead of targeting interests and behaviors.

Don t Get Confused! Custom audience Ø Something you ll do ONCE for the whole website Ø Facebook continues to grow this audience without intervention Lookalike audience Ø Built FROM the custom audience Ø Requires a minimum of members in the custom audience to get the best results (statistical significance) Ø Only needs to be done ONCE for each custom audience Ø Will actually produce 4 look alike audiences each time you do it

The Process Create the custom audiences right away Create the 3 look a like audiences (that will create 4 segments each) as fast as you can

The Power of Lookalike Audiences Some of our recent results

Our Best Results (6 Day Total) Cost is $8/unit - 75*$8 = $600 = Cost Of Goods Sold $600 + $473.84 = $1,073.84 - Total Cost $2,255.5 - $1,073.84 = $1,181.66 - or $196.94/day with 1 Ad! - Net PROFIT!

Our Best Results (14 Day Total) Cost is $8/unit - 179*$8 = $1,432.00 = Cost Of Goods Sold $1,432 + $1613.19 = $3,045.19 - Total Cost $5,239.62 - $3,045.19 = $2,194.43 - or $156.75/day with 1 Ad! - NET PROFIT!

Action Items Scale up your ads for ONE initial product Once you are more familiar with the process, scale up ads for your other products Create 3 custom audiences and 4 lookalike audiences per custom audience Expand your ads using these lookalike audiences