In the first part of this series we covered How To Set Up Your First Cold Traffic Campaign, if you haven’t done that already, put the brakes on and head over there now [ I’ll wait ? ] .
*We will use the traffic we have pixelled in the cold traffic campaign above.
You must complete the cold traffic campaign before you can get the maximum benefit out of the warm and hot traffic campaigns.
Consider each campaign set as a building block that will help you make the most out of your next campaign.
We’re going to compound on our successes quickly here, so let’s get started….
You’ve now, successfully, finished your cold traffic campaign and have pixelled plenty of traffic to your site.
Here’s what you need to do next…
Warm Traffic Campaign:
We’ll be using Facebook ads as the example here, but this method will work with virtually any other advertising platform (Google, Bing, YouTube etc.)
What is warm traffic?
Warm traffic can be summed up like this… “They know you, but don’t love you”. They’re familiar with your brand and have shown some interest in what you’re offering. Perhaps they’ve opted in or clicked one of the content pieces you shared in your Cold Traffic Campaign.
BUT they have yet to..
A) Optin (give you their information in exchange for yours)
B) Purchased (or taken your desired action).
Why The Cold Traffic Campaign is Critical Here
Custom Audiences and Targeting! In our cold traffic campaign we defined our success metric as the Cost Per Pixel. How cheaply can we pixel (track) traffic to our site from people that are interested in our offer and topic? Here’s where we’ll leverage all the success we’ve had from our cold traffic campaign. You should now have an audience of potential customers that you’ve pixelled on Facebook. Your next step is to create a custom audience using this information.
Creating Your Target Audience and Lookalike Audience:
First: Head over to Facebook Ads Manager and go to Assets → Audiences like in the image below.
Second: Click “Create Audience” and select “Custom Audience”
Third: Choose how you want to create the audience. Remember we’re going to be targeting the people that took action in our Cold Traffic Campaign. If you were sending prospects to cornerstone content, like an in depth article or guide, you’d want to use that specific URL for your pitch. What if you were sending them straight to your homepage? Then you would select “All Website Visitors” like in the image…
Fourth: Name your audience and click “Create Audience”. Once you’ve created your audience you’ll also be able to create a lookalike audience.
A lookalike audience is EXACTLY what it sounds like. It will take the traffic you’ve pixelled on your site and find users on facebook similar to the people that have already shown interest in your brand.
It’s a powerful tool you need to be using.
Fifth (optional): Create a lookalike audience. The steps are exactly the same as above, except, instead of clicking “Custom Audience” in the Second Step, you will click “Lookalike Audience”.
*NOTE: Here we’ll be focusing mostly on our custom audience. We can send the lookalike audience to our cold traffic campaign. Remember the lookalike audience consists of people that will likely be receptive to your offer. THEY STILL HAVE NOT HEARD OF YOU! Your custom audience HAS heard of you. Do you see the difference?
The Warm Traffic Offer:
Since we know these people are interested in our brand we’ll want to now give them even more value up front, like we did in the Cold Traffic Campaign, but we’ll be requesting something from them in exchange this time. (unless you did a Lead Magnet for your cold traffic campaign which, in most cases, can be totally ok with the right landing page)
Warm Traffic Offer Examples:
- Lead Magnets (recipes, guides, how-to, checklist)
- Flash Sales
- Low Dollar Offers
- Branding Videos
- Free Trials
- Contest (low friction only)
Defining Success Metrics:
Cost Per Lead OR Cost Per Acquisition.
Here you’ll want to use Facebook Pixel Events to measure the effectiveness of your ad. If you’re sending prospects to a low dollar offer your success metric would be…
CPA (Cost Per Acquisition)
If you’re sending prospects to a lead magnet where they opt in to get something (ex. eBook, Quiz Results, Guide, Free Icons etc.) you’ll measure success by…
CPL (Cost Per Lead)
Facebook Ads by the Numbers
- Ad Objective: Website Conversions
- Content/Offer: Warm Traffic to a lead magnet or low dollar offer
- Bidding: Most Conversions
- Budget: $5-$10 per day (as an example)
- Target Audience: Pixel Traffic Custom Audience (if you don’t have enough pixel traffic use Interest targeting in combination with your custom audience, like we did in the Cold Traffic Campaign targeting).
- Success Metric(s):
- Cost Per Lead (CPL)
- Cost Per Acquisition (CPA)
To Break it Down For Ya…
If you find that your pixelled traffic doesn’t create much of an audience you can…
- Use Pixelled Traffic + Interest Targeting (what we did in the CTC)
- Use Pixelled Traffic + Lookalike Audience
- Use Pixelled Traffic + Interest Targeting + Lookalike Audience
Content/Offer: You will be sending your prospects/traffic to high quality lead magnets OR low dollar sales page (that of course offers plenty of value to your potential customers).
Target Audience: Pixel Traffic Custom Audience (if you don’t have enough pixel traffic use Interest targeting in combination with your custom audience, like we did in the Cold Traffic Campaign targeting).
Budget: $5 to $10 (as an example) measure results and optimize. If your clicks and targeting are strong then your offer is weak (usually). If your conversion is strong, but your clicks and volume are low, then your ad is weak. These are general principles. Use small budgets to test out what works with several ad sets in the same campaign.
Success Metric: You’ll either be sending leads to a sales page or a lead magnet (landing page). Depending on what you’re doing (low dollar offer OR lead magnet) you will have different success metrics. Cost per Acquisition covers lower dollar sales and Cost Per Lead covers the cost to convert traffic to optins (i.e. they give you their contact info). Can you have other success metrics here? Sure. These are the two that will generally apply to any given business.
Ad Objective: Website Conversions. You’re looking to convert. Period. If you’re not converting, it’s not working. You are going to convert low dollar sales or contact information on a high quality lead magnet.
Frequently Asked Questions:
How do I know this works?
As a successful marketer I do this everyday. Right now, we are averaging conversions for $1.75 or less, have over an 11% optin rate (on a form where we’re asking for First, Last, Email and Phone Number!) and a cost per pixel of less than $0.10 with over 21,000 views in the last month? How are we achieving these great results? By following to-the-letter the guide I’ve laid out for you here.
What is a lead magnet?
You probably already know, or at least understand the idea, a lead magnet is HIGH quality piece of content, on a landing page, that is designed to do two things…
- Establish your expertise and authority in the mind of your prospect
- Generate quality leads for your business.
How? Easily. Here’s an example…
I send you to this page (the one you’re on now) from a Facebook Ad.
You want to learn how to generate leads using PPC.
So you’re right in my target market.
I provide you with the Cold and Warm Traffic Campaign guides.
Within the content I offer, in exchange for your first name and email, the “FREE! Complete Guide to PPC for Smart Business Owners”, with the subtext saying…
“Just enter your first name and email and I’ll personally send you The Complete Guide to PPC for Smart Business Owners: an A-Z guide for business people that want to grow their business WITHOUT the learning curve or headaches.”
What is a Landing Page?
Here’s my definition. “A page created around a call to action.”
Like in the example above, the lead magnet offer, will be on a “landing page”.
If not, don’t worry, you’ll see what I mean soon when we cover the “Hot Traffic Campaign” in the next part.
Warm Traffic Campaign Review
Leverage Your Pixelled Traffic into
A) Low Dollar Sales or
B) Fresh Leads into Your Business with a Lead Magnet and Landing Page.
Create Custom Audiences and Lookalike Audiences (to fuel your cold traffic campaign and create highly relevant ads for your warm and hot traffic campaigns).
Force Multiply Your Content Offers
Gauge the effectiveness of your low dollar offers (if you have any)
Get paying customers or highly engaged users
Follow the steps in this guide and you’ll be able to create a marketing “funnel” that converts. You may have heard that phrase, “marketing funnel”, before and maybe you weren’t too sure what it meant. This is what we’re building with these guides. A marketing funnel that you can leverage and force multiply. In the next part we’ll cover how to remarket throughout your funnel and turn paying customers into repeat customers.
Could Your Business Use More Traffic and Quality Leads?
Want to implement this in your business?
Book a free 15 minute consultation with me to learn more about how you can get it done efficiently AND with results you can measure