We're always in the ClickFunnels Facebook group looking for gold to share with you here, and we uncovered something valuable for you this week.
If you are interested in ad strategies, this post by Hernan Vazquez is for you…
How We Built A 9,000 Highly-Qualified People Audience With Meta Ads Spending $400
Disclaimer: This is a strategy that I learned working with Frank Kern 5 years ago, and it still works wonders.
One of the objectives we run a lot for our clients is the Engagement objective in the Meta Platform.
Not because we want likes or shares on their content but because we want people to engage with their content. Especially video content.
We run lots of ads for coaches, consultants, personal brands and info-people, and positioning/authority is key.
So, we like to have 5-10 short helpful videos (3-5 minutes long) running perpetually on the platform, using Engagement ads.
We allocate around 10% of their total budget to this (sometimes less).
And we show this to super-targeted audiences (for example, Lookalike audiences that MUST have attended selected Chiropractic colleges).
If you run a Conversion campaign to these folks, you'd be paying a huge premium. But with Engagement ads, you can get them to consume your content and click on your video ads for pennies on the dollar.
This two-step approach allows us to:
1. Build super relevant warm audiences that we can show more content ads to.
2. Create a lot of authority in the marketplace.
3. Shorten the sales cycle (we had a client telling us that they went from 6 months to 3 weeks with this strategy).
4. Get these folks to buy more.
Here's how you do it:
1. Create 5-10 short but helpful videos. I like to keep them between 2-5 minutes long, and have an actual tip/strategy in them.
2. In all these videos, have a visible Website throughout the video and mention your URL/Call To Action at least 3 times during the video.
3. Also, add this call to action/URL in the caption of the video.
4. Create an Engagement campaign, select your ideal audience (you can go crazy with targeting here) and launch these 5-10 short videos. You can run them at $5/day each.
5. Create custom audiences for people that watched 25%+ of all these videos.
6. After a week or so, you'll see that one video will get you the best consumption (cost per 100% video view). That's your winning video for cold traffic.
7. Grab that video and show it to more audiences. Turn off the rest.
8. Grab the rest of the videos and create another campaign, targeting ONLY your warm audiences (people who watched your first video, engagers, page visitors, etc).
9. Keep this running in the background.
This will constantly add new people who are consuming your content, and you'll show them more helpful video ads.
You will get clicks too! And you can now run a Conversion campaign to these folks that are pre-warmed up.
