What I Learned By Spending $21,365.15 Testing Facebook Ads


Hey. Chris Ross here with Eight Digit Media. And today I want to share a quick story with you about how I spent $21,000 on Facebook ad's and a few things that I learned along the way. But before I get to that, I've worked with quite a few financial advisors. And one of the things that they come to me with is obviously running a particular campaign. And they'll say "Hey, Chris. What worked for the last guy? Can I just copy what he did and get the exact same results?" And the answer to that is sometimes yes, sometimes no. And that brings me to the very first thing that I learned about using Facebook ad's, and that is that you always want to be testing.

So, no matter what it is that you're doing, whether you have a campaign that's performing well or one that's not performing well, you want to test a lot of different angles. Because you have to think ... the people that you are trying to reach ... We're all humans, right? And we all behave differently. We all have different issues, we all have different pain points.

So, the pain point for one person may not necessarily be the same pain point for the other person, and you have to test comment at these different pain points from different angles because everybody thinks differently. So, you always have to test out a lot of different campaigns, in some instances, in order to find one that is actually going to win for you.

And then this bring me on to the second thing that I learned which is build up a warm audience. So, for a lot of people, Facebook ad's is this quick instant thing. You turn an ad on, you get a lead, you're expecting that lead to come in and set an appointment, and they get to the appointment, and you're hoping that they are going to sign on the dotted line right there. And in a lot of cases that's not true.

Now, one way that you can combat that is by building up a warm audience. Now, what do I mean by warm audience? Well, you want to start to pre frame or indoctrinate people on your process, your services, how awesome that you are, before you even get to the point to where you are going to show them any type of offer. Whether that is opting into a funnel or scheduling an appointment. And building up this warm audience allows people to learn a lot more about you, and get to know you, get to like you. So, by the time you actually show them an offer, that they are more than likely going to take you up on it, and there's gonna be a lot less resistance.

So, by the time you get one of these individuals that are in your warm audience into your office, then hey, they've already gotten a chance to know you. Your sale is going to become a lot easier. And then that brings me up to number three. You want to map out your customer journey. So, think how you acquire a client in the offline world. Using online or digital media, or digital marketing, is not going to magically change that customer journey and shorten it to a point to where it's just gonna happen really quickly. This kind of goes back to something that I was just saying previously.

If you meet a new prospect today and you need to have two or three meetings with them, or two or three phone calls, or send out a few different emails, and kind of go back and forth, if all that is needed in order for them to become a client, it's gonna be the exact same thing online. And probably a little more just simply because you're not directly interacting with people. So, you have to think "What does it take in order for me to get a client offline and how closely can I mimic that process using digital media?"

And now this brings me onto point number four, the fourth thing that I learned here. And that is you can take one awesome campaign and literally scale it to the moon without having to touch it for quite some time. So, we have campaigns that have been running after we found a winner, so after a lot of testing, and you can get this campaign set up in such a way to where you don't need to do a lot of touching with it, because it's just a winning campaign. Now, during the point where this campaign is winning, you still want to be testing other things. 'Cause at some point in time this campaign is gonna see some fatigue, and then if you have not found some other winners to put in it's place, then you're gonna find yourself in a bad position and you're gonna be stuck.

And then the last point that I want to make is you want to invest long term. So, marketing is a marathon, it's not a sprint. A lot of times people will say "Well, Chris, hey. How long is this going to take?" And I like to say "Well, how long are you going to be in business? Do you plan on going out of business in the next 60 days? The next six months? The next year?" If you are, then hey, you may want to tailor your marketing campaign around that. But if you plan on being in business for the next five, 10 plus years, then you need to think long term in regards to your marketing as well.

Now, it's not gonna take six months or a year in order for you to find out whether or not a marketing campaign is gonna work, but it's definitely gonna take more than a month, or sometimes two months, to figure out what exactly is working for you and how you can duplicate that process. So, those are the five things that I've learned after spending $21,000 testing Facebook ad's. If you found this information helpful, please share it with some other individuals and I'll look forward to speaking with you again.

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