Is Your Cost-Per-Lead Good?

Is Your Cost-Per-Lead Good?

by | Aug 17, 2022 | Facebook™ Ads, How To, Strategy

Facebook advertising can be THE most cost-effective way to scale your business… or it can be a waste of time and money. You know that we’re big on Facebook ads to scale cost-effectively (obviously!), which is why we constantly come back to one question:

Is your cost-per-lead good?

Because, here’s the thing: if it’s not, you’re doing yourself and your business a big disservice. Luckily, though, there are some key indicators you can look for to check on your cost-per-lead, and there are some ways to optimize that cost-per-lead well.

 

First things first… what makes sense for YOU and your business?

 

Cost-per-lead is not going to be the same across the board (not even close). CPL varies drastically depending on tons of things, like the platform you’re advertising on, your industry, your audience engagement, and your offer itself. Over here, we serve digital course creators and we’ll see a CPL lead from $0.30, all the way to $30.00 (depending on all of those factors). We estimate our typical CPL to be around $4-$8. 

But, no matter what the cost-per-lead IS, we ask ourselves one simple question:

Does it make sense?! AKA, are people actually buying the offer, OR are they being set up to buy an offer in the future?

See, not every lead is going to be a purchaser. So, if you usually see that you need 10 leads for one purchase, that makes a difference — AKA, say your CPL is $10. If your CPL is $10, your cost-per-sale is going to be $100. While that might be a great margin for a really high-ticket course, it’s not going to be a great margin for a $10 guide. 

This is also where you have to start thinking about where your leads are going to — are they instantly making a purchase, or are they signing up for your email list in hopes that they’ll make a later purchase? These things matter when it comes to building engaged customers *and* making smart business decisions, too.

 

So, here’s how to keep an eye on your cost-per-lead:

 

This is why we’re so big on tracking over here at System Envy — because great tracking is what helps you stay on top of whether or not people are converting from your funnel (and where, exactly, they are converting from). 

Having your pixel set up with the lead and purchase tag is key. You want the lead event on your opt-in confirmation pages, and your purchase event on your sale confirmation page. The best way to do this for tracking is to have this confirmation be a separate page/URL. That way you can test the confirmation of lead or sale by tracking the URL in Events Manager. People wouldn’t be able to navigate to this URL from any other path, so it’s a safe and effective way to get reliable data.

Then, you have to test. And test again. And, you guessed it… TEST SOME MORE. 🙂 By running different campaigns at different price points and CPLs, you can start to see which ones are working better — and you can also see very quickly (hellooo, ads manager) what your benchmarks should be.

 

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Over here, we know that Facebook ads can seem confusing — but we’re all about demystifying them to help you rock your business *and* your ad strategy.

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My iOS Update Checklist

My iOS Update Checklist

by | Aug 4, 2022 | Facebook™ Ads, How To

Ooh, iOS software updates… AKA, the bane of my existence (and, like, everyone’s. Always. Can you just chill, Apple?!)

But, really though — iOS updates are something we’ll always have to navigate in this online business space, and it’s silly not to learn how we can maximize benefits and still rock things like ad campaigns alongside these updates. However, the April 2021 iOS 14.5 update has really challenged a LOT of people who rely on Facebook ads to scale their businesses and promote their launches.

Here’s what you need to know to navigate iOS updates with ease:

First off  — what is the iOS update?

The huge iOS update that had the most impact, also known as iOS 14.5, came to fruition because of online privacy — which is something that’s obviously hugely important (and continues to be only more important as time goes on). Since we truly do everything on our phones, from shopping to texting to calling and everything in between, the iOS update aimed to solidify and strengthen some privacy aspects of the iPhone.

The point? To give phone users a lot more control over the information that gets shared with advertisers and the like. 

We get it. But, for Facebook and IG ads, this update has made a big difference — especially since the new update feature, which allows users to opt out of being tracked, has caused a big drop in engagement and a big increase in algorithm fluctuations. 

While companies like Facebook and other software providers are currently working to find ways for advertisers and privacy standards to live in harmony, we’re at a bit of a standstill with it all right now — and there are a few (non-intimidating!) things you can do. Step one? Go through this checklist before you run any ad:

My iOS Update Checklist 

  1. Verify your domain.
  2. Install cAPI on your website software host (similar to the FB pixel)!
  3. Configure aggregated events.
  4. Toggle on advanced matching.

Step 1: Verifying your domain

You’ll want to verify all domains that you’re running ads to, but please note, all subdomains will also be included! So if you verify something like “systemenvy.com”, “blog.systemenvy.com” will also be verified. 

Step 2: Installing cAPI

For installing the conversion API, it is helpful to get assistance from a developer, or someone who is more skilled at the technical stuff. It does make it a lot easier if you are using software or a platform that is listed as a partner on Facebook.

Step 3: Configuring Aggregated Events

In your pixel area of business manager, you will click on Aggregated Events and then prioritize the most important events for which you are running ads. 

Then choose ‘Configure Web Events’ and choose your verified domain where you are sending traffic;

Because we mainly work with digital course creators, a purchase is typically our highest prioritized event, followed by a lead and then perhaps add to cart.

 

Step 4: Advanced Matching

You can find this in your Event Manager Settings;

It’s not nearly as complicated as it sounds, either — promise. We also recommend taking tons of screenshots (pixels break!) and keeping alllll of your info in a table like this: 

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While we know firsthand that this stuff can seem overwhelming and kind of frustrating, it’s still important to keep it top of mind. As marketers, entrepreneurs, and advertisers, we have to learn how to keep privacy AND sales in harmony… and taking simple steps like this is how we can do that.

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10 Simple Steps to Build an Opt-In Page That Converts

10 Simple Steps to Build an Opt-In Page That Converts

by | Jul 29, 2022 | Facebook™ Ads, Sales Funnels

Beauty lies in simplicity.

 

There’s no arguing that, is there?

 

And while I definitely admire certain luxurious things, in business…???

 

When it comes to actually achieving something and generating results, all it needs is some focus, dedication, and smarts on ONE specific goal. Simplicity.

And that’s the very reason we’re on this entrepreneurial roller-coaster together, aren’t we?

The drive behind all your business and marketing efforts is one thing and one thing only.

 

Conversion. 

 

All your work is specifically designed to get more traffic, more leads, and more customers (which ultimately helps you have more influence, make more of an impact, and of course, allow you more income).

And there’s one simple action you can take right away to build your brand’s authority and convert traffic into warm (Read: Sizzling Hot) leads:

 

Landing Pages.

 

What is a Landing Page? Sometimes called a squeeze page, an opt-in page, or a sales page, a landing page is a stand-alone page where you send visitors in order to produce a conversion behavior.

This could be:

  • Signing up for your email list
  • Buying your offer
  • Registering for a webinar
  • Opting into a freebie

Now, let me take you on a fun lil’ stroll to creating an opt-in page that converts in 10 simple steps. Because, while I don’t think creating a high-converting opt-in page is a tough row to hoe, I DO think that the right approach can make all the difference in the world (no pressure!).

Ok, here we go…

 

1. THE BRAND FACTOR

Whether you’re using ads to generate traffic or organically leading people to your opt-in page through a blog post, interviews, social media… Whatever… Your opt-in page should have an instant sense of recognition. And, you can create this comforting vibe by synchronizing the images and copy across the board.  So, if you’re running ads, the page should match the ad. If you’re sending people to your opt-in page from a blog post, the two need to “feel” related. Keep your branding consistent.

 

2. COMPELLING HEADLINE

Often, an attention-grabbing headline alone is enough to reel people in and turbocharge your conversion rate. The headline should:

  • Capture your audience’s attention.
  • Connect with them immediately.
  • Create a desire for your offer.

And you can do all of the above by writing a benefit-driven headline (instead of highlighting features). Because no matter how great your product is, the truth of the matter is, they don’t care (I’m sorry!). Your audience wants to know what’s in it for THEM. So tell them right away!

 

3. LEVERAGE WHAT IS “ABOVE THE FOLD”

“Above the fold” refers to the portion of your website that you see without needing to scroll. So, forget about long narratives and warming people up. Over 50% of your page visitors won’t even scroll below the fold. So you need to leverage the power of the section that is above the fold. Write the crux of your message right after the headline.

 

4. CALL TO ACTION

Give me a clear call and I’ll take the right action to reach you. That’s a famous saying by…well, I just made it up, but you get the idea, right? Unless you tell your visitors what they need to do, they won’t do anything. Simple! Give a clear as-day Call-to-Action to make it easy for the visitor to take the next step. A few examples might be:

  • Sign Me Up
  • Get Free Access Here
  • Snag Your Free Guide Here
  • Hell Yeah, I’m In!
  • Notify Me
  • Start Your 30-Day Free Trial Today!

Test different button text and see what your prospects respond to.

 

5. COLOR CONTRAST

Use contrasting colors for text & body design and your call-to-action button. The idea is to break the monotony and highlight the part you want your visitor to notice (Your CTA). But remember!! Don’t make your design a technicolor vomit (please no). Keep it to a maximum of 3 colors.

 

6. LIMITED FORM FIELDS

Simplicity is better, always! Don’t make your visitor think twice before they opt-in for your list or take you up on your offer. The shorter your form, the higher the conversion rate will be. Just asking for their first name and email is enough! (No need to ask tricky questions or be too clever).

 

7. ZERO NAVIGATION

The path to success isn’t straight, but the path to converting a visitor into a subscriber is. Don’t distract your reader by tempting them with links, navigation bars, and extra clutter. Your job is to keep them focused on your copy with supporting visuals.

 

8. VISUAL CUES

If done right, visual cues can be very effective when it comes to generating one particular action. The use of arrows and pointers leads the eye where you want it to go, encouraging the final action.

 

9. CLARITY AND BREVITY

Clear trumps clever. Every freakin’ time. You can be as creative with the copy as you want but don’t forget, it’s business… NOT your creative writing class. Your copy should be clear and concise. No fluff. No BS. No drama. That’s exactly what makes your offer compelling.

 

10. VISIBLE LEGAL TERMS

THIS! This step is highly unsexy but damn important. Your opt-in page must have legal Terms & Conditions and/or a Privacy Policy section at the bottom. Don’t hide it or make it difficult to find. Instead, make it very clear as it can save you lots of headaches in the future. And, just a little FYI – Facebook™ asks that these links be visible before advertising on their platform.

In a nutshell, you don’t need a special sauce to create a high-converting opt-in page. The magic is in this super simple (PROVEN) format. It all boils down to creating one simple page that flows in terms of design and messaging. And PS, there’s no end-all-be-all in opt-in pages. You gotta test and tweak to see what works for YOUR BRAND but this will give you some guidelines.

Now it’s your turn. 

Have you ever created an opt-in page that did super well? Or, one that was a dud? Do you see any of these 10 points that you’re forgetting? Tell me in the comments below. I’m waiting! 🙂

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Tips for Creating an Effective Facebook Ad Budget

by | Jul 20, 2022 | Facebook™ Ads

Facebook ads are an excellent strategy to market your business online. Whether you’re an emerging entrepreneur or an established business owner, it offers a multitude of ways to grow and scale. Determining how and where to start the process and how much to spend can be a challenge.

Let’s take a look at some of the factors to consider when budgeting your marketing dollars for Facebook ads.

MARKETING GOALS

Facebook advertising is an effective scaling tool. It’s a way to amplify your results for something you already know works (an offer, program, or service). Using Facebook ads to drive massive numbers of people to the offer or the components of your sales funnel can lead to exponential growth.

Before you know what works so that you can scale, Facebook ads can be used to test offers, generate leads, and to drive specific traffic (to a blog post, a website page, a live stream, etc.). They increase your traffic and visibility and boost brand awareness. These types of campaigns are an investment in future sales.

So, whether you’re testing, generating leads, or scaling – your ad campaigns and strategy require a budget.

WHAT ABOUT COSTS?

No matter what you decide to use Facebook ads for, your Facebook advertising costs should be manageable. It’s important to consider all aspects of your costs when designing your budget. In addition to the actual ad spend that you pay Facebook to run the campaigns, be sure to include all related expenses.

Depending on what you already have, need, or will do yourself be sure to consider: copywriting, images and graphic design, and possibly fees for someone to set up and manage your ads.

Now let’s apply the budgeting considerations to the two main ways to use Facebook ads – testing a concept vs scaling an already-proven offer.

COSTS TO TEST AN IDEA

To test an idea for a product, program, or service, you can designate a more modest ad budget. Since direct results will not necessarily generate income just yet, feel free to start with a smaller Facebook ad budget. To do this, you can begin by running campaigns or boosting a post for as little as $10/day. Given the iOS update regarding privacy restrictions (and therefore adjustments to the algorithm), you want to balance giving FB enough budget to optimize while keeping in mind you’re a long-term investment.

  • Analyze the results and data to learn:
  • Is your audience even interested in your offer subject
  • What images and copy do they respond to best
  • And what targeting criteria is most effective

Then, use this information to loop back into future marketing, thereby making your marketing and advertising efforts more and more successful (think: lower costs, better results). By spending small amounts to test different components (copy, images, targeting), your cumulative results can help you save on future ads in the long run. Now you’ll apply those learnings (which images work best, what copy converts, etc.) to new ads.

BUDGETING FOR SCALING
The most common way to use Facebook ads is to promote an already viable offer. This includes a course, service, or program. When you apply ads to a revenue-generating offer, you amplify results because Facebook will help you find a wider audience and reach people who you may not otherwise reach. Through the strategy of retargeting, there’s great potential to exponentially improve prior results.

And now when you apply the knowledge you gained through your testing, you shortcut the process to profit because you already know what images, copy, and positioning your audience will likely respond to best. Targeting the right people and giving your audience what you already know they want is how you achieve a lower Cost-Per-Result.

SOME GENERAL RULES OF THUMB

As a very general rule, it’s a good idea to budget so that FB can get 50 results in 7 days. This isn’t always feasible, especially as you get started but that is their recommendation. Your first few campaigns might yield fewer results until you hit a sweet spot through your ad refinement.
Test, test, and test some more. I’ve said it before and I’ll say it again: there is no such thing as failure when it comes to ads. It’s all a learning experience. Gather the data and use it to run smarter campaigns.
Don’t rely on ad campaigns alone! This is where getting really strategic with your sales funnel comes into play. An effective sales funnel is a critical foundation to keep your Facebook ads budget manageable.

WHAT TO EXPECT

Facebook ads are part of an overall marketing strategy. Results improve over time, not only within an individual campaign but over the long haul of ongoing Facebook ad marketing. Start where you can in terms of budget and resources, test, incorporate results, and continue. The more you map out your strategy over time, the better your results and ability to adjust your budget for maximum Return On Investment (ROI).

What are your considerations for budgeting your Facebook ads? Are there places you need more support? How else can I help? Let me know in the comments and I’ll answer in a future post

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My Video Wishlist for Clients

by | Jul 13, 2022 | Facebook™ Ads

In the Facebook ad world, there’s nothing more important than engaging an audience right off the bat — and that’s why I am absolutely obsessed with video content. See, video content is one of the very best tools you have to show off your face (people like to see human beings!), encourage clicks, and stop the scroll.

So, here’s my question: are you using video content in your Facebook ads for launching? Heck yes, right?! And, if not… why not?

I get that trying something new (especially if it involves your face) can seem super overwhelming, so I’m sharing the exact video wishlist I send to all of my clients when they start their ad campaigns — because, guess what? You’ve got this… and your business will be allll the better for it.

But first: here’s what you need to know about video content

Testing video is a MUST these days when it comes to Facebook ads, and I can absolutely promise you that it doesn’t have to feel like a super difficult, stressful thing, either! Instead, it can be super low-key and natural.

I promise.

The trick? Just do it. Every algorithm is putting a big prioritization on video content these days, and that includes ads. By testing videos (literally just selfie videos shot on your iPhone are FINE!), you can hack the algorithm and get your ads seen — and clicked on — by more people.

My Video Wishlist for Client Launches

When my clients sign on to start running ads for new launches and campaigns (!!! so exciting!) we request a bunch of data, messaging, and images — and I also have a wishlist of dream video content for my clients to send, too. When I can get my hands on all of these different short videos, my team and I are able to really uplevel launches… and make more money. 

Here’s the video wishlist I send over whenever we’re launching:

Webinar/Challenge Ads:

  1. Overview of teachings/content
  2. Pain points and results
  3. Geared towards colder audiences so you can introduce yourself and your mission

IGS: 15 sec long, vertical

Call to Action – Swipe up to join while you still can

Feeds: 1 min or less, square placement, so likely horizontal

Call to Action – Click the link to sign up

 

Cart Open

  1. Doors are finally open!
  2. Hit on any fast-action bonuses available
  3. Pain points and results – the sales page is perfect to pull from!
  4. Geared towards warm audiences so they’ll know you

IGS: 15 sec long, vertical

Call to Action – Swipe up to join the membership/course/etc.

Feeds: 1 min or less, square placement, so likely horizontal

Call to Action – Click the link to learn more

 

Cart Close

  1. Pain points and results
  2. Promote urgency! Doors are closing soon, join while you still can
  3. Geared towards warm audiences so they’ll know you

IGS: 15 sec long, vertical

Call to Action – Swipe up to join the membership

Feeds: 1 min or less, square placement, so likely horizontal

Call to Action – Click the link to learn more

 

Cart Close – Final Day

  1. It’s your LAST DAY to join!
  2. What are you waiting for? Sense of urgency
  3. Geared towards warm audiences so they’ll know you

IGS: 15 sec long, vertical

Call to Action – Swipe up to join the membership

Feeds: 1 min or less, square placement, so likely horizontal

Call to Action – Click the link to learn more

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Paired with this arsenal of videos and a rock-solid strategy, you can completely and totally rock your launch… and I know you can do it. Need some help? You know where to find me!

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Biggest Lessons

Biggest Lessons

by | Jul 6, 2022 | Facebook™ Ads

Ah, entrepreneurship — a massive part of my life, an important part of my life, and a really beautiful part of my life. I got into the online business world to create my own dream life — and I’ve been fortunate enough to build a business where I get to work with incredible clients, work on incredible projects, and work in a way that lets me live my life like I want.

However, this online business I’ve built isn’t always easy to manage. There have been lots of lessons I’ve learned over the years (and lots of lessons I will learn again), and there have been ups and downs, too. 

But, guess what? We’re so, so lucky.

I know so many people — including my family and friends — who work corporate jobs that leave them depleted and exhausted and… well, bored. And, while I know that the corporate life is totally a good thing for a lot of people, I know that I didn’t want that — and that you probably don’t, either. 

I always think that it’s so important to come back to how freakin’ lucky we are to own businesses we love, huh? Makes all of the lessons so, so worth it.

The Biggest Lessons I’ve Learned from Running an Online Business

Today I wanted to share a few of the lessons I’ve learned from running an online business — and I hope that if you’re starting your own business (or own one already), that this will help you out, too.

First up — work/life balance is so much more than a calendar that’s split equally. I’ve learned over the years that viewing work/life balance as an ever-shifting work/life harmony is so much better than trying to seek an elusive balance that really isn’t always going to be there. 

By leaning into the harmony of it all, and finding the ebb and flow, I’ve been able to enjoy my life AND my work more. Sometimes that means soaking up extra family time and renovation time in slow seasons, and sometimes that means burning the midnight oil during the busy ones.

It’s beautiful either way.

And that brings me to one of the biggest lessons and challenges I’ve had as an online business owner — knowing when to step away from the work. As a business owner it can be hard to set boundaries anyways. But, as an online business owner, sometimes it feels like I’m too available all the time.

I’ve learned that there are times that I genuinely feel like I’ve had enough — whether it’s my mind, my body, or my emotions — and I listen to that. I close the computer, I step away, and I take a break. Sometimes that’s by sitting in the sun, sometimes it’s by doing a quick yoga sesh, sometimes it’s by grabbing a bite to eat, and sometimes it’s simply shutting my eyes.

Knowing when to step away has also made me more conscious of when I can step in, too. I love looking for pockets of time during the day to work, even though they might not feel typical or super WFH-y. For instance, I take and pick up my kids from school, which is something I love doing and consciously choose to do. However, that means that I spend lots of time in the car line — which is why I often bring my computer and work while I’m in it.

Win, win.

I’m also a big believer in three lessons that I think everyone should follow as an online business owner — diversifying income, keeping an eye on numbers, and hiring good people. By looking for ways to add income without adding time to your business, you can make WAY more — and by getting yourself a bookkeeper who helps you know your numbers (hello Steadfast Bookkeeping, I love you), you can be WAY more strategic about it. Add a team that you love (I love the mantra ‘hire before you’re ready, cut ‘em loose if it’s not working), and you’ve cracked the code.

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And, there ya have it — the lessons I’ve really taken to heart in my online business. What are yours?

 

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Scheduling FB Ads for Success

by | Jun 21, 2022 | Facebook™ Ads, How To

On this blog, I answer a lot of questions you have about how to run Facebook ads successfully. I know that there’s so much to cover when it comes to what makes an ad campaign a success… How to create ads that build your audience. How to best get conversions. What type of content to place in your ad.

What I usually come back with when asked these questions is that the answers often depend on your specific business and goals. That’s why I do what I do – no two businesses are exactly alike, so they won’t necessarily get the same results from using the same methods.

Much of the advice I give is information that you can use as a guide to help you find what works in your business. In this post, I’m covering some common time-related questions about Facebook ads, like how to schedule campaigns and the best length of time to run them, because time plays a crucial role in the success of your ads.

IS SCHEDULING FACEBOOK ADS HELPFUL? HOW CAN I DO IT?

You know how you can schedule Pinterest and Facebook posts to show up on your board or page when you want them to? You can do the same with Facebook ads.

The most obvious reason you’d want to schedule your ads is convenience. It can be helpful for businesses that have several ad campaigns going at any given time or during a product/program launch. Instead of coming back to your Ads Manager day after day to set up a new campaign, you can set them up in bulk and then set the scheduled date and time when you need them to run.

Another reason to schedule your ads further in advance is that sometimes ads aren’t approved for one reason or another. If you’re in the middle of a launch and you need to set up time-sensitive ads, and you’re doing so an hour before they need to go live, you may have a stressful situation on your hands. Inevitably, if I’m running behind, the Ads Manager is glitching, approvals by Facebook are taking longer or some other tech nightmare happens. To avoid these situations, schedule your ad campaigns to go live well in advance and marvel at how much smoother things run:)

HOW LONG SHOULD I RUN FACEBOOK ADS?

It’s also common for people to want to know how long to run Facebook ads; should they run for just a few days, or should you spread the budget over a period of several weeks?

Obviously, the answer will first depend on what you’re advertising. If you have a two-day promotion, for example, running an ad for the days preceding (building hype) and the days during your sale is a good idea.

But for non-time-specific ads, what’s the best length of time?

The truth is (and as annoying as it sounds), it really does depend on your goals, what you’re advertising, your industry, and how well the ad market is doing at the moment.

For example: If you have some kind of list builder (free offer) campaign, you certainly can run it indefinitely. You’ll simply need to watch for a decline in performance, at which time you can add new audiences, change out the creative (image and copy), and turn them live again. 

I’d say I run about 50% time-sensitive campaigns for clients and 50% evergreen (running all the time).  Another example: We try to run some kind of engagement campaign in the weeks leading up to a launch. This helps nurture audiences in advance and we find that it translates quite nicely into more sales. The engagement campaigns are often run anywhere from 3-5 weeks, while the launch ads are all time-sensitive (running for no more than 7-10 days).

Learning how to run Facebook ads takes commitment because there are so many facets to a successful ad that vary with your industry, promotion, etc. Conquering the time aspect of a Facebook ad campaign can get you one step closer to an improved and more consistent return on your investment.

Got any questions? Feel free to drop ‘em below in a comment!

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My Secrets for Onboarding Clients into My Agency

by | Jun 15, 2022 | Facebook™ Ads

If you run an agency like I do or you own a service-based, client-based business, you know how important it is to onboard clients effectively… and how tricky it can be, too. See, the onboarding stage is arguably one of the most important parts of the puzzle in the client relationship, because it sets the stage for either a really incredible experience or a lackluster one.

And we’re allllll about the really incredible ones over here, huh?! (Heck yeah!)

Over the years, I’ve onboarded a lot of clients into my agency, and I’ve gotten the entire process down to quite the science. The keys? Overcommunicating, making all the checklists, and documenting each and every step.

Ready to dive in? I’ve got you covered.

Why onboarding is so important

Have you ever started working with someone, only to realize that you felt super unsure of what the correct next steps were — or, even worse, to realize that the person/business you’re working with feels really unorganized?!

Same. And there is nothing worse — which is why onboarding is so, so important.

While onboarding is what kickstarts your client relationship, it’s also what kickstarts the internal workflows in your own business that keep that client relationship moving forward. When you onboard clients properly, you set the stage for an organized, positive experience for everyone involved — including your team, yourself, your clients, and their teams. When you don’t onboard clients properly, you set the stage for a messy, confusing experience for everyone involved.

My Secrets for Onboarding Clients into My Agency

While our onboarding process over here at System Envy is definitely made up of a lot more than just a few secrets, there are 3 go-to’s that form the foundation of each step in our onboarding process: overcommunication, lists, and documentation.

Here are the 3 secrets we swear by when it comes to onboarding clients over here:

  • Over-communication is key: Being under-communicated to is the #1 driver of confusion, excessive questions, and unclear expectations — which is why we over-communicate in the onboarding process (and then after). We never want clients and their team to feel out of the loop in their onboarding status, and we also want to make every detail apparent and clear for everyone. At System Envy, we rely on Slack for quick communication and updates, but anything can work.

 

  • Checklists make everything easier: We love a checklist over here, and rely on them heavily when onboarding new clients. There are a ton of different checklists we use here (and have built into Asana), starting with researching the account and setting up iOS update tasks for their ads all the way to getting client assets and necessary logins. Those checklists keep us on track and prepped for client launches, and they’re also how we don’t miss out on important steps.

 

  • Document everything: No amount of communication or checklists can account for keeping track of where everything goes, which is why documentation is KEY. We document everything, from client communication to contract signatures to deposits, in our backend area of Asana to round out our onboarding process as much as humanly possible, and it’s come in handy over and over again.

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There ya have it — the 3 major secrets we rely on over here at System Envy to streamline and kill it with our onboarding process in our agency! Have any additional ones you love to use? Send ‘em our way!

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7 Ways to Reduce What You Pay for Facebook Ads

7 Ways to Reduce What You Pay for Facebook Ads

by | Jun 7, 2022 | Facebook™ Ads, How To

I may be in the business of making money from helping people create solid Facebook ad campaigns, but the last thing I want is for anyone to waste their money and time making ads that aren’t getting the results they want. In fact, teaching others how to run the most efficient ads is my specialty, and it all boils down to knowing the tricks experts use to reduce how much it costs you to get the most clicks, leads, sales, or whatever your goal may be for your ads.

Although Facebook ad costs depend on many factors, like how engaged your audience is and the type of industry you’re in, there are always ways to lower your costs for each action someone takes with your ad.

SET UP THE META PIXEL AND CAPI

Whether you have yet to start creating ad campaigns or aren’t having any luck with your current ones, I want you to do this one thing that will help your future efforts: install the Meta Pixel on your website. This little pixel is an optimization genius that you can’t afford to ignore.

The small code goes on your site and tracks important information about your users and integrates that information with your Facebook campaigns so that you can target the most relevant people, measure conversions, and stop wasting money. It has tons of insights that show you how people use your site, what they visit, and what’s most important to them to help you tailor your ads accordingly.

Facebook/Meta has all the details on how to install and use it, which you can find here.

The next one is a little more complicated but is so worth it to have it installed. That is the conversion API. cAPI is another bit of code that allows your server to connect conversion events, meaning customer action, to Facebook. cAPI works alongside the Meta Pixel to help advertisers improve the performance, measurement, and data collection of their Facebook ad campaigns. The installation process depends on where your content is housed. WordPress is a partner with Facebook so it’s a little easier, but there are workarounds for most platforms using a little bit of code. 

In order to install cAPI, make sure your domain is verified, and events are prioritized as well. These are all steps to help us get all the data we can with the iOS update. Here are more details from Facebook for getting everything installed. 

PUT EFFORT INTO YOUR LANDING PAGES

You might think that it’s your ads that aren’t converting well when in reality, it could be that your landing pages for your ads aren’t enticing enough to keep people where you want them or do what you want them to do. This is one area where many people fail to realize what they’re doing wrong.

If you’re going to put a bunch of money into something, put it into paying someone to make your landing pages stand out. These are the areas of your website where people will come after clicking through your ad, so they need to be super relevant to what they just clicked on and engaging. They should also have clear call-to-actions so your audience knows what they should be doing once they get there.

TARGET, TARGET, TARGET

It’s so important to target the correct crowd – not too broad and not too narrow. One way to gauge your target audience is by viewing the ads’ Relevance Score. This little tool shows you how much your ad information matters to the people you’re targeting. The higher it is, the better. Surprisingly enough, many creators don’t even know this score exists or how to use it to its full potential.

Targeting is an essential part of a Facebook ad campaign strategy because the more specific your ad is for your audience, the likelier your chances of getting action. The lower your cost-per-click, the higher your return on investment!

…AND THEN TARGET AGAIN!

Then comes retargeting. Retargeting is targeting people who have already had some interaction with your business, whether it’s through your Facebook page or website. Maybe they’ve made a purchase from one of your ads in the past or have clicked an ad, visited a landing page, and signed up for whatever you were offering. These people already have an interest in your business, so they’re an excellent audience pool for targeting again without having to find a new audience to target.

One of the easiest ways to make this work for you is by using the Facebook Pixel to see who’s clicked on your ads and had an interaction on your website through those ads. Create a custom audience in your ad campaign and choose the people who have visited landing pages similar to the ones you’ll use for this campaign. Of course, because of the iOS update, this is more limited than it used to be, but still worth it especially when you’re driving consistent traffic to a page.  

MAKE YOUR ADS MORE APPEALING

Your ads themselves might need some sprucing up if you’re not getting the cost-friendly results you want. Think about the ads you click on most: Are they plain with no real value, or do they get you interested and excited about a product or service enough to want to learn more about it?

You might need to rethink your images and copy for better results that will stop people from scrolling past your ads and get more of them to click on your offer.

GET CREATIVE WITH YOUR CREATIVES

Experimenting with different types of ads is a huge part of successful ad campaigns on Facebook. It may take some time (and extra money) in the beginning to run a variety of campaigns and ad types – like a carousel, video, etc. – to learn what your audience likes best. Once you do, though, you should narrow your options to a few choices that you know work well, reducing the amount of time and money you have to spend figuring it out for each campaign.

EXPERIMENT WITH YOUR CTA

There are a few criteria your call-to-action needs to meet to be the most effective, regardless of your niche, audience size, and what you’re selling or offering:

Clear and concise (no wordiness and difficult-to-understand language)

To the point (people should know exactly what you want them to do)

Show excitement (“Get a lower payment today!”, “Order now for 30% off!”)

Includes command verbs (order, shop, learn, download, etc.)

Again, though, experimentation is crucial. Depending on your audience, you might have a better click-through rate with certain wording than you do with others, like “Learn more with our free guide” instead of “Shop the collection now.” Testing out all this stuff in the beginning can lead to much lower costs for future campaigns.

Facebook ads definitely get expensive if you’re more focused on pumping out ads for more cash flow than you are about all the other aspects of a successful campaign. Take time for some A/B testing and utilize the several free Facebook ad tools that spell everything out for you to lower CPC. Come back here and let me know what’s working for you and what isn’t – I’d love to help!

xoxo,

Kerry Swetmon

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How to Use Existing Video Content to Build Audiences

How to Use Existing Video Content to Build Audiences

by | Jun 1, 2022 | Facebook™ Ads, How To, Uncategorized

If you’re even kiiiiinda in the avenue of marketing (which I’d bet you are, if you’re reading this blog post!), there’s no way you haven’t heard a zillion and one things about the power of video. Whether it’s on social media or on a business website, people love talking about video.

We do, too — and we’re big believers that video content can totally transform your Facebook ad strategy and build audiences.

Plus, we know that our clients have zero time to build out a bunch of extra videos on top of everything else (retweet, right?!). That’s why we place a huge emphasis on already existing video content… AKA, the videos you already have in your arsenal. 

So, have you been looking for a new way to level up your ad strategy… without a bunch of extra work? We’ve got you covered. Here’s how to use existing video content to build your audiences.

Here’s the key to using existing video content

Marketing your business often goes hand in hand with feeling like you need to catch up… always. Here’s the thing, though: you do not need to reinvent the wheel with every piece of marketing content you send out, and you certainly don’t need to reinvent the wheel every time you build out a Facebook ad.

The key? Use what’s been well received. It’s that simple. For instance, say you hopped on IG stories recently to talk about something business-related and it sparked engagement! Save the story from your archive and use it as an ad. Say you recorded a video for a course or class a few months ago that seemed to really resonate with your audience. Save the video and use it as an ad. 

It’s that simple.

Video content = engagement ad content

When you build out your video content with content that people have already engaged with in the past, you’re setting the stage for what we like to call engagement audiences — which build warm audiences very quickly and very inexpensively. We use engagement ads constantly with our clients by utilizing their existing video content, because these can easily be edited and run with the ‘post engagement’ campaign objective to build ‘video view’ audiences for $0.01/post engagement.

Like, that’s basically free. (!!!) 

We’ve done it time and time again, and it’s been an excellent way to help our clients build their followings, create lookalike audiences, and spur engagements with their brands — it’s that easy. Now, it’s your turn!

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So, if you’ve been looking for new, easy, and inexpensive ways to boost your engagement and ad strategy, there ya go! Existing video content is your secret, pals.

 

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