TLDR; this article will teach you the exact Facebook Marketing Strategies I used to Turn $5,989.09 of Facebook Ad Spend Into $163,969.49 of Revenue In 34 Days.
Do you currently use Facebook Ads to drive sales for your business?
Would you like to increase the total revenue these Facebook Ads generate?
The case study below will teach you exactly how I generated $163,969.49 of Revenue from only $5,989.09 of Facebook Ad Spend in 34 days.
Yes, that’s right, I turned $5,989.09 into $163,969.49 in little over a month.
That’s a Return On Ad Spend of 2737.80%.
In other words, I 27X’ed my client’s ad spend through this series of Facebook Marketing Strategies.
I also did this in one of the most competitive niches online, the Fitness eCommerce niche.
* Gives self gold star *
Today, I’m going to show you the EXACT system of Facebook Marketing Strategies and Facebook Conversion Funnels I used to get these results, so you can do the same!
This case study has been designed specifically for Facebook Advertisers (of all skills levels) who want to learn exactly how to increase the total revenue they generate from their next Facebook Ad Campaign.
How 99% of People Design Their Facebook Marketing Strategies:
99% of people design their Facebook marketing strategies (as well as their digital marketing strategies) from a very selfish, interruptive, “buy my shit” approach.
In its simplest form, the “buy my shit” approach to Facebook Marketing Strategies works like this:
- A company selects the product they want to promote
- They then create a promotional Facebook Ad and Ad Set targeting the News Feed’s of their “perfect” customer (selected using sociographic and demographic filters)
- This Ad then gets placed in the News Feeds of their target audience
Does this sound familiar?
I can almost guarantee you’ve been guilty of this very approach in the past.
And that’s totally okay, because I have been too!
The Psychological Problem With This Approach:
So what is problem with this “buy my shit” approach to Facebook marketing strategies?
It doesn’t cater to the underlying consumer psychology which is ubiquitous in all industries.
This “buy my shit” approach is more commonly known as “interruption marketing“.
This is a method of marketing where businesses try to acquire new customers by simply promoting their products and services through continued advertising, promotions, public relations, discounted offers, etc.
Interruption marketing is EVERYWHERE.
I guarantee if you were to check your Facebook right now, it would only take a few scrolls before an interruption based ad appears in your feed.
The true irony of interruption marketing is; it alienates and annoys people that could have potentially become your brand evangelists if they were approached in the right way.
The Technical Challenges Of Interruption Marketing:
The other problem with this approach to Facebook marketing strategies is more technical in nature.
You need to remember Facebook’s mission is:
“to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them”
You also need to remember that Facebook makes it bottom line by monetising its user’s data through advertising.
Thus, if you’re adopting an interruption based approach to your Facebook marketing strategies, your ads will be penalised by Facebook with a low Relevance Score. A low relevance score will result in:
- higher average CPC’s
- higher average CPM’s
- higher average CPA’s
- lower average CTR’s
- lower average reach
- lower social proof
- increased ad spend
- and ultimately, a lower ROAS
What Happens When You Do The Opposite Of Interruption Marketing?
One of the primary reasons I was able to turn $5,989.09 of Facebook Ad Spend into $163,969.49 of Revenue is because I did the EXACT opposite of this interruption based approach to Facebook marketing strategies.
By doing the exact opposite, Facebook rewarded all 35 Ads I created for this campaign with an average Relevance Score of 8. I’ve included a snapshot of some of the best performing ads below:
Overall I was able to achieve the following Relevance Scores in my campaign:
- 5 ads received perfect scores of 10/10
- 10 ads received scores of 9/10
- 11 ads received scores of 8/10
- 5 ads received scores of 7/10
- 2 ads received scores of 6/10
- 1 ad received a score of 4/10
- 1 ad received a score of 3/10
When you create your Campaign, Ad Sets and Ads from a non interruption based approach, Facebook will reward you (like they rewarded me) with high Relevance Scores. These high Relevance Scores resulted in:
- lower average CPC’s
- lower average CPM’s
- lower average CPA’s
- higher average CTR’s
- higher average reach
- higher social proof
- increased word of mouse virality
- decreased ad spend
- and ultimately, an insane ROAS of 2737.80%
The Facebook Marketing Strategies I Used To Turn $5,989.09 of Facebook Ad Spend into $163,969.49 of Revenue:
I can guarantee you that 1% of people design their Facebook marketing strategies using the system I’m about to show you.
I call this system:
Inside this system, I will show you the exact process that will sweep your customers off their feet and romance them away from your competition.
This is the same system I teach in granular detail in my course “Funnels 101: The Digital Marketing Blueprint I Used To Turn $5,989.09 Into $163,969.49“.
But today I want to teach you exactly how it works, for FREE!
No, but, for real, I am!
The ELOPE Approach To Facebook Funnels:
Before I show you how The ELOPE Approach to Facebook Funnel works, we need to first redefine the way we look at our customers.
The ELOPE Approach views all customers in the following ways:
- it values a prospect’s time as much as they value it themselves
- it believes that prospects are not walking wallets
- it believes businesses need to romance a prospect and build a relationship with them instead of trying to close on the first date
- it believes that data is king and should be used to optimise your assumptions with reality
- it understands that not every prospect wants to buy your product
- it understands that you may not make a sale today, but you may be able to make one tomorrow
- it understands everything that is promoted needs to be multivariate tested first
- it understands prospects don’t want to be bombarded with interruption-based ads
Now that we’re on the same page, check out the flowchart below to get a better understanding of how The ELOPE Approach to Facebook Funnels actually works.
You can print this PDF out and pin it next to your desk.
If you’re really serious about learning this killer system of Facebook marketing strategies, you’ll need to refer to this flowchart often.
Learn The Steps To The ELOPE Approach:
Below you will find a quick step by step guide to The ELOPE Approach To Facebook Funnels and its respective phases.
If you’d like to access my step by step video guide that shows you exactly how to set up your very first Facebook Funnel System, check out my free video course “Facebook Funnels 101” by clicking here.
You may also find this article I wrote about Conversion Funnels useful as well.
PHASE 1: CONTENT SETUP
Step 1: Select The Product You Want To Promote
Choose a product or service on your website you’d like to promote.
Step 2: Create A Piece of Valuable On Brand Content
You now need to define the overarching goal for this Facebook Marketing Strategy and funnel.
Are you trying to increase eCommerce sales of a specific product on your website?
Are you trying to get people to sign up to your online course?
Are you trying to sell tickets to an event?
Once you’ve defined your goal, you need to create a piece of valuable on brand content for your cold traffic to consume.
This content will be the first encounter your cold traffic will have with your brand.
Therefore the content you’re creating must contain enough value and reasons to ensure those who see this it in their News Feed will actually end up clicking on it.
Blog Articles, Listicles, Infographics, Step By Step Guides etc. related to your brand, your niche and your audience’s interests are all great examples of free, on brand content you could create for your cold traffic to consume.
Once you have created a piece of valuable, on brand content, you’ll now need to create a piece of gated content that provides an EXTREME amount of value.
Step 3: Create A Complimentary Piece of Gated Content
You now need to create a piece of gated content (also known as a “lead magnet”).
When you’re creating the gated content, you must ensure it’s related to your overarching goal as well as the content you created in Step 2.
Blueprints, How-To Guides, Free Video Series, eBooks etc. are all great examples of gated content you could create.
The content is referred to as “gated” because it can only be accessed by people who have given you their name and email address first.
Therefore, once you’ve created the gated content, you’ll need to “lock” it behind a “gate” that can only be accessed by people who have given you their name and email address first.
To do this, you’ll need to have access to an Email Marketing Platform that plugs into your website. I personally swear by ConvertKit for all of my email marketing.
ConverKit has been nothing but amazing since I made the move from Mailchimp last year. Big ups for its user interface and its if this, then that based intuition. You can learn more about ConvertKit here.
PHASE 2: CAMPAIGN SETUP
Step 1: Setup Your Pixels & Analytics
Installing The Facebook Pixel
You now need to set up your Facebook Ads Account (if you haven’t done so already!) and install the Facebook Pixel into your website’s Header.
You will also need to install a “Purchase” version of the standard Facebook Pixel which only fires when a successful checkout has occurred.
This version of the Facebook Pixel will also need to be adjusted to your websites eCommerce tracking variables.
When installed correctly, these codes will allow you to create Website Custom Audiences (see Step 2) as well as track the exact financial value of any purchases that occur on your website.
Installing Google Analytics
You also need to set up your Google Analytics Account (if you haven’t done so already) and install the Google Analytics Snippet into your website’s Header.
For those of you that are more advanced, I also recommend enabling enhanced eCommerce Tracking on your Google Analytics account. Once you have done this, you will need to adjust your Code Snippet accordingly.
When installed correctly, Google Analytics will give you a Matrixesque view of your website’s visitors and monetisation paths.
Step 2: Set Up Your Website Custom Audiences
You now need to go back into Facebook and set up a list of Website Custom Audiences for the specific Website Pages you’d like to track and retarget.
As a rule of thumb, I always create seperate sets of Custom Audiences for all of my Facebook Marketing Strategies on the following pages:
- the page which contains the product I’m promoting (Phase 1, Step 1)
- the page which contains the piece of valuable On Brand Content (Phase 1, Step 2)
- the download or thank you page of my Gated Content (Phase 1, Step 3)
- the thank you page that gets generated after a successful checkout has occurred
These Custom Audiences are essential to all Facebook Marketing Strategies and Facebook Conversion Funnels, especially The ELOPE Approach to Facebook Funnels.
Step 3: Create A Campaign To Test Promote On Brand Content
You now need to create a Facebook Ads Campaign (Website Clicks Goal) which contains multiple Ad Sets and multiple Ads within those Ad Sets to test promote your On Brand Content (Phase 1, Step 2) across multiple target markets.
Please note that I always user Power Editor whenever I create Facebook Ads.
As a rule of thumb, I always use the following process to complete this step:
- Create an Ad Set that loosely targets your “perfect audience” (I always aim for above ~100,000 people)
- Set your Ad Budget to $5 per day (for testing only) and set your duration for 2 days. Doing this will send your Ads out to a subset of your target market without wasting too much of your budget
- Make sure you exclude all visitors that have already visited this On Brand Content (under Website Custom Audiences) to prevent wasting budget
- You now need to create a Website Link Ad within this Ad Set using an image that only contains 20% text
- Ensure you enable the Facebook Pixel so your conversions get tracked
- Once this first Ad is complete, duplicate the Ad within the same Ad Set
- You now need to optimise these additional Ads
- I recommend changing the calls to actions, the use of emojis, the Ad titles, the Ad copy and even the image of the Ads
- Once you’ve done this, go back into your Ad Sets and duplicate the original Ad Set (which now contains five variations of the original Ad) four more times.
- You now need to optimise the targeting mechanisms of each additional Ad Set
- I recommend optimising your targeting to audiences that are also relevant (but different) to your first Ad Set
- Once you’re finished, you should have 5 ad sets which contain 5 ads within each of the ad sets (a total of 25 ads)
If this sounds like a lot of work to you, that’s because it is!
I now use a tool called AdEspresso to streamline and automate this process instead of doing it manually.
Step 4: Create A Campaign To Test Promote Call To Action
You now need to repeat Phase 2, Step 3 (Points 1 – 8) with the following exceptions:
- This time your goal is to create a Facebook Ads Campaign (Website Clicks Goal) which promotes the actual product / service you wish to sell with a call to action
- You only have to create one Ad Set which only targets those people who have accessed your Gated Content and excludes those people who have already completed a successful checkout
PHASE 3: SUBMISSION & TESTING
Step 1: Test Your Content Is Working
Once you have finished Phase 2, you are now ready to test your campaign is working!
To do this, pretend you are your target prospect and read the On Brand Content you have created on your website.
Then, access the Gated Content by providing your name and email and make sure everything is working the way it is supposed to.
Step 2: Test Your Pixels
Repeat the previous step and use the “Facebook Pixel Helper” Google Chrome Plugin to test the Facebook Pixel is firing correctly.
Similarly, you can use the “Tag Assistant” Google Chrome Plugin to test Google Analytics Snippets are firing correctly.
Step 3: Submit Your Campaign To Facebook For Approval
Once you are satisfied everything is working correctly, you can now submit your Campaigns to Facebook for approval.
Step 4: Test Your Campaign With A Mock Purchase
Once the Campaigns have been approved, I strongly recommend you mock test the Ads are working correctly.
You can do this by clicking on one of the Ads when you see them in your News Feed, and then repeat Phase 3: Step 1.
Once you have completed the mock purchase, access your Facebook Reports and Google Analytics to double-check the exact financial amount of your purchase has been recorded correctly.
Related: Facebook Post Template
PHASE 4: CAMPAIGN LAUNCH
Step 1: Optimise Your Ads
After the two day period of Ad and Ad Set testing has completed, create a report and analyse all of your results.
You now need to optimise your Campaigns so that only the most successful and economical Ads and Ad Sets will continue running in the future.
Don’t be afraid to extend the testing period if there is not enough data for you to make any optimisations from.
Also don’t be afraid to create new Ads and Ad Sets for further testing purposes.
Remember, the better the results your Ads and Ad Sets achieve, the greater the ROAS of your Campaign.
Step 2: Increase Budget On Optimised Ads
Once you are happy with the optimisations you have made to your Ads and Ad Sets, increase your daily budget (or lifetime budget) to a level that you are comfortable with.
Step 3: Repeat For Your Call To Action Campaign
Simply Repeat Steps 1 and 2 of Phase 4 and apply them to your Call To Action Campaign.
Why The ELOPE Approach To Facebook Funnels Works:
The Elope Approach to Facebook Funnels works because it uses a systematic approach to Facebook Marketing Strategies.
Ultimately, this approach aims to build relationships with prospects which are based on providing value, before EVEN entertaining the notion of selling to that prospect.
By combing this intuitive approach with technology and automation…
You are left with one of the most efficient Facebook Marketing Strategies you can use to drive an incredible return on ad spend.
Want To Learn More About The ELOPE Approach To Facebook Funnels?
If you had trouble following the steps outlined in this article but would still like to set up your very own Facebook Funnel…
This three part video course will show you exactly how to build your first Facebook Funnel & generate leads on autopilot.
This course is perfect for anyone that wants to look at my screen as I talk you through the exact steps need to create your very first Facebook Funnel.
Click here to get instant access to this free course.
What has your experience with Facebook marketing strategies been like?
Will you apply The ELOPE Approach to your next campaign?
What other tips and tricks have you found that can help others get more return out of their Facebook marketing strategies?
Please share your thoughts in the comments section below.
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