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Over the past year we’ve launched A LOT of Facebook campaigns and we’ve had some outstanding results along the way.

But every now and then I’d come across a post from someone talking about how they were getting extremely cheap, high quality traffic and conversions on Facebook – like under $.10 cost per click in the US, UK, Australia, and Canada (nope they weren’t targeting the Philippines or India)…

I was sure that we knew all there was to know about the various targeting options on Facebook, how to test ads, optimize campaigns, and different tricks to find the right audience…but I’ve always wondered how to find these elusive low cost leads and conversions.

Now just a note before we move on…the ultimate measure of success isn’t the cost per click or even the cost per lead, but the quality of those leads and how they convert into paying customers. BUT, I still wanted to “crack the code.”

What’s The Secret?

Now after months of testing, it’s safe to say that I’ve finally found out how it’s done.

cpc skitch

Recently Crush Campaigns has had two clients come along looking to generate leads on Facebook and to be honest, we blew it out of the water. You can see some of the results in the screen shot above. I’ve never seen such cheap clicks and conversions in and I’ve never seen any of the other “Facebook marketing experts” out there generate these results.

Not to mention, these ads were placed on the right hand side, not the newsfeed. We didn’t use any “black-hat” tactics, nor were the audiences we were targeting part of an existing customer or retargeting list. This was straight up cold traffic.

Here’s a rundown on how I set up this campaign:

As you can see, there isn’t anything shocking in the way this was set up (although there are some great tips in there you should definitely apply).

Theoretically, you could take this exact same campaign setup and apply it to your Facebook ads.

But here’s the kicker. While I’m 98% sure you’ll see major improvemetns…you won’t see $.04 clicks and $.25 signups. UNLESS…

(And that brings me to what the secret to Facebook really is.)

You’re in the right market.

With all the Facebook research I’ve done personally on the ad units, targeting opportunities, and campaign structures, I feel like this is the part of Facebook advertising that people don’t talk about enough. Yep, there are all kinds of fancy ways to target people, but if people don’t actually want what you are selling and if you don’t touch on an emotional trigger, you will always struggle with paid traffic, no matter where you buy it!.

Success with Facebook ads comes down to truly knowing your market and understanding how to appeal to their emotions. If you are launching an ad campaign, you want to target a group that has an almost “irrational passion” about the market.

Here are some things to think about to increase your chances of finding these elusive results on Facebook.

Step 1: The Big Three

The first step is to think about your market. Are you in one of the big three?

These are obviously huge markets, and there are tons of sub markets & niches that you can find. If you aren’t in one of these that’s ok – certain apps, games, and lead generation campaigns outside of these can certainly do well.

But generally – if you want to find success the fastest, you want to be in one of these large consumer markets. The reason is that people have deep emotional ties to health, money, and relationships and an irrational passion around the problems involved!

Step 2: Niche down

Like really niche down. Start by finding a core audience with Facebook’s ad tool of less than 100,000 (you can scale up later) in a specific geographic location and age group. I’m not sure if these are accurate because I haven’t actually set them up, but think along these lines:

Once you’ve really narrowed down who your customer is and have a tight audience to target, you can develop ads that really speak to that specific person and how you can solve their problems. And there will be less advertising competition in general! Once you find what works for your core audience, then you can start thinking about how to scale into audiences in the 1 million – 3 million range.

Step 3: Appeal to emotions

The most helpful thing to do would be to talk to some people in your niche to understand what problems they face and how you can drive them to act. When you’re thinking of how to evoke an emotional response, here are a couple examples:

There are lots of great copywriting resources out there that you should take a look at if you’re interested in crafting better ads. These are highly recommended:

The other part of appealing to your audience is using the right images to target them. Sometimes we test 100’s of images to find out what works, but I’d recommend gathering about 10 images related to your product or service that will pique curiousity in your audiences mind. There are lots of theories out there about what images work the best – should you try to “shock” someone? or “blend in” with the rest of the content people are used to seeing on Facebook…who knows, the right answer is – test both methods! Which leads us to step 4…

Step 4: Test

This is a very important step that people actually do talk about. The importance of testing different audiences, images, and copy (in that order) can’t be understated. Your first few campaigns didn’t work? Ha, launch 30 more then talk to me.

One of the biggest problems with paid advertising is that people give up way too soon! Some Facebook advertisers test hundreds and hundreds of campaigns before they find the one that works – so don’t sell yourself short!

Summing it up

So, in summary, my campaign was successful was because I found a passionate niche with an irrational ferver in a mass consumer market that was underserved on Facebook. I understood exactly what this market wanted, and I was able to craft ads and a landing page that spoke directly to that customer’s emotional desires.

I hope this gives you actionable takeaways for your business’ customer acquisition and marketing efforts – and helps bring some clarity as to what works on Facebook.

If you have any questions, leave a comment below and I’ll help you out 🙂

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