How to Hack Facebook Advertising for Fast Results

Joe Baxter started his Facebook advertising business back in 2016 and has never looked back.

He has worked for companies from around the world, connected with high-level social media influencers and even been to life-changing events such as ‘Funnel Hacking Live’.

He has generated astonishing results for clients and plans on continuing to do so.

Hi guys, I am Joe. Danny asked me to write a chapter on Facebook advertising. While there are a million things we could talk about in this chapter, I aim to simply provide a refined process that you can use over and over again, to deliver results consistently.

Even if you know nothing at all about Facebook advertising, you can begin to use this information and start on-boarding new clients immediately.

I have been a Facebook Marketer for over two years now and have to say that this type of work has been eye opening, to say the least. It’s an incredible opportunity to ‘Growth Hacking’ my entire life – as well as millions of other entrepreneurs too!

If you are looking for something that will enable you to either start a very successful business or perhaps unlock the path to freedom as a lifestyle designer or “Digital

Nomad,” this is the way to do so.

All you need is:

• A passion for marketing

• Desire to learn

• Ambition for growth

And not much else!

Your desire to set out in this brave new world means there is almost no chance you will go back: back to being a passive consumer of social media.

In this chapter I will present to you the golden key to unlocking a virtually unlimited and untapped source of influence and profits (use these powers wisely).

Let’s get started!

Facebook Growth Hacking

When you first get your Facebook Account it is so easy to get caught up with ‘Cat’ videos and ‘Prank’ videos. Then you move on and see posts of all your friends’ dinner or post gym work-outs!

However, there is another side, a much more commercialized side... I call it ‘Unlocking the Matrix’ because when you take the red pill and allow yourself to be pulled into the ‘Matrix’ there is no going back, and you will only see the potential that Facebook can do for you OR your clients’ business!

Consider this:

A client of mine knew he wanted to start a new business. He is very successful in property investing. He also owns other businesses including a million euro per year building company. He realized he had a passion for teaching others how to grow their businesses as he had helped dozens of people do the same thing.

So he started helping people with their business via building a brand of himself on Facebook and this grew and grew – now, he has a paid membership site with over 150 people in just 12 short weeks (we have not pushed very hard yet because he is just starting out his group) and he makes €10,000+ per month on retainer!

He uses the paid membership group to directly train people how to grow their businesses rapidly with some techniques he has learned along the way.

I have been running his Facebook adverts for 2 months and we are getting leads for around 5 Euros. Each new member pays €97 per month, so the price per lead is incredibly low!

It. Is. Incredible!

Do you want the exact strategy I used and continue to use to this day to get him leads regularly?!

Yes...? Thought so.

I will reveal all by the end of this chapter!

How did it all begin?

Nearly two years ago I unlocked the potential of Facebook marketing but previously that I was outside of this Matrix, blissfully unaware of the gold mine upon which I sat.

I passed my time on social media sharing funny videos, but knew I wanted more. Much more. Around the same time, I experienced a major life change and found I had more time on my hands, so I started to learn Facebook marketing for myself and now I’m so excited to share an introduction into Facebook marketing growth hacks with you!

As you decide to market on Facebook, for yourself or a client’s business, the first thing you need to do is establish your goal. Are you after Brand Awareness or Engagement?

Any good marketer needs a plan. A proven approach by many of us is what’s called the “TOF, MOF & BOF” strategy.

TOF – Top of Funnel

MOF – Middle of Funnel

BOF – Bottom of Funnel

Tof

Your Top of Funnel (TOF) content is sent to a cold audience and these are usually considered Brand Awareness ads running Page Post Engagement adverts (PPE). This can be either a brand story creation or a services video. The idea is to create the type of content that you would show to completely new people, who have previously never heard of you or your company before. However, we would target people who would be interested in your services and the more of the video they watch the better the retargeting video they would receive.

Now, there are many ways to find a TOF audience. Some of the best things to do is use your existing customer files to create a Lookalike Audience (LLA) OR target people with the interests you know would make them interested in what you do.

To build a LLA, you first need to upload a customer file to Facebook’s business manager. This can be seen in the tabs at the top of business manager (www.business.facebook. com), just slide to the ‘Audiences’ tab, select a ‘Custom Audience’ and ‘Upload Customer File’.

When you start to yield good results from these audiences you can use them as the base file in which to create another LLA from and test them out.

Results here will be ‘Video Engagement’, i.e. how many video views did your video get? Business Manager will give you this information, so it is very easy to acquire.

When done properly, you will see results as this is a tried and tested model for marketing in general, and Facebook gives you the ultimate marketing tool to try this with. As the results come in your aim is to send new prospects through your funnel as effectively as possible.

Too many business owners try to push this step too fast. That is when people like me come in and try to manage their expectations and explain that although this may not be the fastest way to get new customers in (even though it probably is!), it is very effective.

Mof

The “middle of funnel” stage is where you can start to think about generating sales for your business. As you give away awesome value to your audience and warm them up, consider how you can help them to solve a major problem that they face. A problem that they wouldn’t mind spending a few dollars to fix.

If you are deploying sales funnels your objectives are:

1) Begin to show people how you can help by giving them some advice

2) Your prospects act on the advice by taking action

3) They see that you have helped them and the relationship deepens

4) You can follow up by sending them to a sales page in your funnel

5) If your audience does not convert at this point then the next step is to send them to a NEW funnel with different, more compelling offers. If the funnel doesn’t compel the first time or second time, a new landing page is needed to touch more on their pain points.

Sometimes, when selling a high-ticket item, you can send 3-5+ different ads to the same audience before they buy from you so don’t expect this to be as simple as 1 ad per level they are. I would consider having a few different ads going to the same funnel. At Funnel Hacking Live, Russel Brunson showed us he had 15 ads going to one funnel page!

The most important thing to remember is you must always be delivering value. You can NEVER give too much.

If you get a few sales here, then keep this audience separate so that later you can exclude them so that they are not seeing your ads again (contingent upon your product. If you sell something your audience can buy multiple times, then this may not be necessary.)

Bof

So, you could have spent a few weeks building audiences for this moment. Be excited for this as this is the day when you can really help these people because this is why they are in this audience.

Let’s think about sales!

If you can, picture in your mind’s eye a literal funnel where you have people (your audience) going through it.

At the top is everyone in the audience, we just needed to find the customers within. As it filters through to the sales page the audience thins, these people are your ideal audience to sell to. Don’t be frightened to get your frequency score to 4-6, maybe even more, because these guys will need your product/service, or they wouldn’t be in your audience and it could be an injustice to not sell them this product. Your frequency score is how often your ads are getting seen to your audience.

This should be a reasonably quick process after the MOF because your audience will have you fresh in their minds and you need to make them take action (i.e. make the sale) as soon as possible!

Custom Audiences

Custom Audiences (CA) are your friend. Create them with a customer file being your base (I don’t like to build audiences with less than 1000 people) or build an audience from people that viewed your videos and grow them with LLA’s and test out different variations (1%, 2-3% etc.) As described in TOF.

1% is when the audience you have just created is as closely matched to the seed audience as possible i.e. their behaviours, their interests and their actions are as closely matched as Facebook can get. Going further up the ratio means the audience is going to be less matched to your seed audience – test out 2-3% and the more results you get, test out further audiences. Facebook marketing takes a lot of testing but with this model, you will save thousands of dollars for your or your clients business!

As you start to see some results with these newly created audiences, test out different

Facebook advertisements for different devices – you may see that your ads on mobile devices are performing far greater, in this situation you could put your “chips” in with mobile devices and maybe get additional content and copy for computer.

You can go deeper with split-testing and split out age groups, interests and content for Instagram and Facebook.

Funnel Strategy

Now then, as promised here is my actual strategy that I use over and over again for clients to consistently generate leads and sales for them.

Rinse & Repeat!

Bonus Tips

When you are deleting poorly performing ad sets, if you want to scale your current ads –the optimum scaling rate is 16-20% of the daily ad spend budget. Any more than this and you could confuse Facebook algorithm (I have learned this after testing vast amounts of money!)

And finally, when you are split testing, consider split testing Titles on the funnels as well but the key here is to only test one thing and not make a lot of changes on one funnel and not the other. This makes it incredibly difficult to know what has worked and what has not! (Found this the hard way too, so you don’t have to!)

Conclusion

When running your own Facebook ads, the most important thing is to remember that your goal is to deliver maximum value all of the time. Facebook is very strict with their Terms of Service and if you don’t place user experience first Facebook will, and you may be shut down. Getting shut down makes it next to impossible to get your ad account back up again.

If you are running Facebook ads for a client, always make it abundantly clear that their job is to focus wholeheartedly on delivering value for their potential customers on Facebook. You focus on generating the sales.

It is important you make this clear because Facebook advertising is becoming more and more competitive. Only the best of the best will be getting reviewed and accepted by Facebook. Always ask for top quality videos, pictures and other content you need in order build a thorough campaign.

If you have read this chapter clearly, your knowledge is already better than 90% of Facebook Marketers that are currently in our industry. You can get the Facebook Blueprint absolutely FREE from Facebook to learn more in-depth about their Terms of

Service (TOS) and using their platform for marketing. For more helpful tips and lead generation videos you can also check out my consulting page, Joe Baxter on Facebook.

How to Build a Maximum Size List In Minimum Time

Matt Stone is author of more than 25 books, and co-founder of Buck Books, a newsletter connecting authors to readers interested in 99 cent ebooks. He’s reached 6-figures annually with six different websites, and has acquired nearly 500,000 subscribers across all of sites since November 2013.

I invited Matt to submit this chapter to share his strategy of growth hacking list building and monetization strategies.

Hey what’s up? My name’s Buck Flogging, also known as The Flogfather or The Godflogger. Take your pick. Or you can even use my real name if you want, Matt Stone.

I’m a goofy, wacky, outrageous guy. The internet is my playground, and I love it. I’ve had tremendous success since I started out online in 2007 with a simple blog. While it took me absolutely forever to create real success, I can say that focusing 110% on building an email list has served me really well.

I didn’t focus much on building an email list until November of 2013. That’s when it all started. I did away with everything I had been doing prior, and boy am I glad I did. Turning my focus on building an email list at the exclusion of almost everything else has done amazing things to simplify my business, grow my business, keep me focused on what matters, and, in the end, it has turned me into a bit of a online powerhouse.

Even yesterday I received an invitation to speak about list-building to an exclusive online community and was called “the go-to guy” on the subject. It’s pretty crazy that I went from total newb to the go-to guy on list-building in just a couple years.

But it’s true, I am an expert on list-building. And the size of my list or whatever doesn’t really matter. It’s the tactics that I use that count, and I’ve seen the same tactics used before I started using them with outrageous results (which is why I started using them!), and I’ve since seen the primary tactic I use fetch over a million quality email subscribers in under two weeks. There’s no better way to build an email list than how I do it. In this chapter, I’m going to give you the best information I possibly can on building a large, quality email list quickly.

Keep in mind, it’s just a chapter. It would take a 200-page book to go over every aspect of my primary tactics in excruciating detail, but in this chapter you’ll receive a grand strategic overview. This will be enough to grasp my process and begin your journey as I did mine.

Before I start, take a moment to let this sink in…

In 2016, I gathered close to 200,000 new email subscribers across all my email lists, and this was good enough to bring in close to $600,000 in revenue, or about $3 per subscriber. I paid out large sums of money to affiliates and a team of people to gather all of these subscribers while I worked only a couple hours a day. My expenses were over $40,000 per month, and I even had to lay most of my team off in January of 2017.

All of this is evidence that most of the websites that I was landing most of these subscribers on sucked. And that brings up the most important lesson about doing business online, as I see it…

Everything you do to try to make your business successful will be a waste of your time, money, and energy if your business sucks.

If my websites were better, I could have earned millions from those subscribers, and that extra money could have been used to get millions more subscribers. My business would have grown exponentially in a short time, and I would have quickly turned out to be one of those uber famous 9-figure net worth internet marketer icons that kick it with Tony Robbins.

That’s no joke. My ability to build an email list combined with a good business would be lights out. Fuhgeddaboudit.

But, alas, my business needs work.

Building a great business is what matters most by far. You don’t need to worry about list-building and marketing and social media or any other bells and whistles if you have a good business. Those things come with such ease as to almost be automatic. But building a great business is also the hardest thing.

One of the world’s most successful internet entrepreneurs, Frank Kern, was once asked what his secret was for building an email list. He said, “a credit card.” Yes, he just pays to send over traffic and shazam! Tens of thousands of subscribers and millions of dollars jump right into his wallet.

Well yeah Frank, of course you can do that. Us mere mortals can’t.

Is this because he’s some Facebook ads wiz? I’m sure he’s got skills, but no, it’s because he’s awesome at turning traffic into email subscribers and then turning email subscribers into customers.

Turning leads into customers really well is the definition of great business.

If we were to whittle it down even further, you could say that the key is to be able to make a lot more money from a subscriber than you paid to acquire that subscriber.

In, you know, like REAL business, they call the money it costs to get a customer, “customer acquisition cost.”

I watched a recent interview with one of today’s hottest internet business gurus, Russell Brunson. In the video he described how he paid $12 to acquire an email subscriber, and then, within minutes, made an average of $32 per subscriber. From there, he went on to make even more money. In fact, the $32 he made up front was really just to offset the cost of acquiring the subscriber.

Now, imagine that. Imagine what it would be like to grow an email list when you can literally just buy them and make nearly triple your money back within minutes.

That, honestly, is the great secret to being successful online. If you even come close to something like that, there’s really nothing you can do to screw it up. You’ll be a millionaire if you can instantly turn a profit on acquiring an email subscriber, assuming the method you are using for acquiring subscribers is something scalable.

But doing that is very hard, takes great skill, and most importantly, it takes a great product or service!

I know, crazy right? The key to building a successful business boils down to having a great product or service for offer. Who would have thought!?

But I’m not exaggerating in the slightest when I say that 99 out of 100 people that come to me wanting to build an email list don’t have a good enough product or service, and/ or a good enough built-in process to sell that product or service, to justify the time and effort put into building an email list. Or blogging. Or building a social media following. Or podcasting. Or whatever.

In fact, those are all forms of marketing. And please, underline this, write it on your wall (your actual wall, not on Facebook!), make a song out of it and belt it like Celine Dion if you have to…

The most common mistake being made in internet business today is putting a huge effort into marketing a bad website, product, or service. Marketing, marketing, marketing.

Build a list. Get more likes. Master Facebook ads. Go viral! It’s nonsense. It’s like driving hungry customers into a restaurant without any food in it. It’s simply backwards.

Or, a metaphor I’ve used before that is probably more appropriate to your current internet business…

Building a big email list when you have hardly anything to sell is like packing in a giant football stadium just to try to sell everyone a pack of gum.

Seriously, if I run across another author with a $2.99 book on Kindle that’s desperate to build an email list I’m going to throw my laptop out the window. Build something that gets $5 or more per email subscriber on average, in 30 days or less, then let’s talk about how you can get more of them.

So yes, while this tirade has been long-winded, I hopefully have saved you years of time. Please invest months and even years into creating:

1. An awesome product or service, preferably several with upsells

2. An awesome process to sell that product to a new lead (usually a “funnel” of some kind presented to a newly-acquired email subscriber)

When you can sell something pretty well to 100 email subscribers ($5 per subscriber is the minimum, but more is always better), then it’s time to start your marketing. Don’t do what I’ve done, which is go get a bunch of email subscribers only to later find out that the system you had in place doesn’t get much money out of them, leading you to ditch the old site and try to create something new and better. That’s how I ended up with like a dozen sites that are all completely and totally mediocre.

I’m not complaining. I’ve learned a lot, I probably HAD to go through that process to learn what I have learned, and my real breakout success is just around the corner as I continue to put the pieces of the puzzle together. But hey, I can’t help but try to help others save time. The biggest reason for failure online, without a doubt, is taking too long to succeed.

Okay, so hopefully you’re no longer wondering how to build an email list. But for future reference, when the time is right, here is the best way to do it…