Frank Kern's Inner Circle / Categories / Facebook Fridays / Facebook Friday Call 28 (1/5/2018)

Facebook Fridays

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1
Hierarchy

Facebook Friday 77 (1/11/2019)

2
[NOTES COMING SOON]

Facebook Friday 76 (1/4/19)

3

4 Facebook Friday 75 (12/28/18)

5 Facebook Friday 74 (12/21/18)

Facebook Friday Call 28 (1/5/2018)

Facebook Fridays

Summary:

In the 1-5-2018 Facebook Friday call, we attend to Inner Circle members and address
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their campaign queries. We discuss ways via which you can recover the cost of your
book and make money from providing an upsell. We also delve into the rationale
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behind inputting the right targeting parameters and how this can help you achieve
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desired results. Tune in and get some great insights which can help you structure
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your campaign the correct way.
review from Frank Kern on
Time Stamp: your cold/warm marketing
funnels/strategies.
00:10:40-00:52:27 – Joseph’s call

· Agenda

- Is currently selling a book for $5.9

- The upsell is s $97 video training package

- Objective with selling the book is to break even

- Has no order bumps on the book

- Has spent $166 without purchases this month

- Had just one ad set to convert

- Targeting people who have worked for Microsoft

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- The reason for the target is we’re looking for “agile practices” which adhere to
software development
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- Joseph shares an example of one of his good performing ad set

· Recommendations

- At least have 3 upsells or downsells when you’re running a book funnel

- Frank sells a book for $5.60 after which he has an order bump

- Recommend putting an order bump of $37 immediately

- If the order bump is somewhat decent, the typical take rate on it will be 20%

- Never have an order bump if you’re only running a low end acquisition book
funnel

- Having a $37 order bump typically converts well and its proven

- Put your highest rate up sell first; Frank has a $297 upsell

- In case they deny the offer, repeat the offer via a 3-pay process i.e. $97 spread
out 3 times

- The CPA resulting in this would be $25-30 per book

- The lowest we’ve recorded is $20 and that is not constant

- This will cause you to break even

- For a low cost acquisition model, the average cart value needs to be more than
$30; the average CPA is $25-30

- This scenario will get you to break even

-
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The average is calculated of the cash made at the end of the day

- Solution should be aimed at solving some pain point

- The headline should be of grand scale; the more granular you get, you make it
harder for yourself

- Facebook’s powerful algorithm can help you reach out at a niche level; however it
is best not to practice that

- Recommend to lower the age bar to 30 from 40

- Would target the big five countries i.e. the biggest English speaking countries

- Has put a video in the Facebook group about audience Insights that you can
refer to

- Keep shifting the most consistent page audience in order to acquire a broader
scope than your rival who’s targeting the same client

- Set just one interest in the big five countries that you’re targeting

- Run at $3-5 for a few days

- Compress the copy of the text to a format that is convenient for mobile phone
users

- Using emojis as bullet points can help with activity engagement

- Start the post in a way that you know will flag off your audience; asking a
question or giving a promise is a great way of doing it

- However the promise or the question should be congruent to the headline

- The end result should be an headline that can expand the question or the
promise at the start

- The image used in the post should establish an emotional connection with the
audience

- The ideal way to achieve this is to ensure that the image used feels natural

- Using a more professional image can have an over-advertising effect

00:39:31 – 00:52:46: Chat

· 00:39:31 – Loaded out my customers, created a few look-alike audiences, does it

make it a difference to load in or have custom audiences with the customer lifetime
value? Do those look-alike audiences perform differently than the same lookalike
audience with the customer lifetime value?

- Have never tested so can’t answer

- What we call the best look-alike audiences are 2,500 people who have spent
$2,500 or more in Frank’s products

· 00:40:41 – I want to drive people to Facebook page to build the community. Is

there a way to give them a link to click that will not just take them to the page but also
has them like the page just by clicking a link?

- Facebook had that feature in the old days but they’ve since removed it

- It is against their terms of service now

00:52:47-01:07:28 – Adrian’s call

· Agenda

- Started targeting dentists but was unsuccessful in getting a single click-through

- Spent in excess of $200 a day

- Stopped running the ads because didn’t get any click-through

- The total amount targeting the dentists is $10,000 for a month

- Started the campaign two weeks ago

- The target locations are cities based on the highest income

- The age range is above 40 taken into consideration the average age of a dentist

· Recommendations
 - Too many constraints on the targeting parameters

- The income based cities are unnecessary as results have proved it doesn’t work

- Would put age range starting from 35+

- Would set the location to just US

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www.getwsodo.com
- Would create a headline using the power editor as a dark post

- Use a question to start off the post; make it a dramatic question

- Change the image; use something more offer related that also attracts consumer
attention

- The ad set should aim at engagement and not conversion

- Look up Facebook Beginner’s Luck Course that Frank refers to

00:54:01 – 01:08:35: Chat

· 00:54:01 – I run a physical therapy clinic and a separate ad for people who have
shoulder pain, back pain etc. My ultimate goal is to get them to come in for a free
consult. Just offering an ad with a free consult has not worked for me. Do you know
any ads offering on Facebook that drive in-person consultations?

- Tricky subject because offers related to pain treatment are treated as taboo in
Facebook

- Need to go sideways targeting the benefit and the lifestyle around it

- Would add an extra offer other than the pain curing offer, such as a lifestyle
improvement offer

- You can have a paid 28-day challenge sort of offer

- In the funnel, this leads the people to a page where they have to answer three
lifestyle based questions on the person

- There you can have them apply to the free consultations for the paid 28-day
challenge program

· 01:07:32 – Deepak Patel is about to launch his book funnel and would like to know
if you have any advice to him before he proceeds to launch it.

- Make sure the back-end is strong

- Be prepared to cash out $25-30 for book sales

- Have order bumps and upsells to make certain that happens

- Use long copies with native images

01:08:35 – End of call

Key points:

1. When reaching out to the audience, it is important to have a broader scale of

target as opposed to targeting a niche market.

2. When running a book funnel, it is advisable to provide an upsell; aim to recover

the cost of your book

3. Images are the single most important aspect of an ad set. Setting the images as
too professional would have a bad effect, and for successful measures it is best to
select a natural image that the audience relates to.

Resources mentioned:

1. Facebook Ads

Mark As Complete

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