The world’s first Facebook Keyword tool
The #1 thing Facebook marketing has been lacking up until now has been a really decent keyword research tool. Facebook’s online tools appear to have been developed in the early- to mid-1960’s. They don’t suggest ideas and they’re just plain clunky.
Stephen Juth is a long-time Keyword software Jockey and long-time friend of Planet Perry. His software tool CashKeywords not only has a superb suite of keyword tools for Google AdWords, but now has a Facebook tool too. It queries the Facebook database and then combines the results with Google-related data to make a truly useful and powerful tool.
Watch the video here
Perry
10,000 Hours + getting more traffic to your website
Just the other day I was doing a phone consultation with a customer and he said, “If I were going to invest my 10,000 hours in Pay Per Click, where would you suggest I focus my energy?”
I like the 10,000 hour concept & I talk about it a lot.
Malcolm Gladwell’s book “Outliers” is all about the idea that the most talented boy-wonders (people like Bill Gates, Steve Jobs and the Beatles) were successful not because of innate talent but because they got a chance to invest 10,000 hours in their chosen profession, and they got their ten thousand hours in early.
I replied: “I’m not sure there’s 10,000 hours worth of stuff to even know about Pay-Per-Click. There’s a keyword, there’s an ad, there’s a bid price. If you spent ten thousand hours studying that I’m not sure what all you would study.”
“However,” I said, “You can most definitely invest ten thousand hours in understanding what came *before* that click and what comes *after* that click. The story, the psychology, the progression of keywords from first inquiry to sale, the art of gently leading your customer where you want him to go.”
And I can assure you, if you invest ten thousand hours (5 years worth of career time) aggressively honing your chops you will be a master marketer. You’ll be in the driver’s seat of one of the most lucrative careers in the world today.
Yesterday on our Facebook group call, someone asked me what kind of advertising I would specialize in if I were starting out now.
There’s no one answer. Google is great for some businesses. Especially B2B. Facebook is great for B2C, especially things that deal in peoples’ personal space.
But most importantly, know this:
You can’t become a master 12 different kinds of advertising, ever. Let alone master 12 things fast.
But that is completely OK!
What you can do is master one or two. In just a few months you can develop great AdWords chops or great Facebook PPC chops. Many are becoming masters of both.
The most important thing you can do is *narrow* your focus. The worst thing you can do is react to 150 different emails that show up in your inbox this week, each pushing you to do some different, “brand new” thing.
Less is more. It’s less stress, it’s more focus, it’s more effective.
You don’t have to be great at everything. Just get really good at a few things that work. When you have that laser focus, then no matter whatever happens, you’ll never go hungry.
Perry
Results from Facebook ads in 1 day
Facebook FastTrack student Lisa Ziegler of Nokomis, FL sent in shortly after the class started:
“So….It’s 10:22am EST on Friday. I’ve already gotten 2 conversions from my NEW ad that just got approved this morning. Cost per conversion…..$ 3.27 Cool, Alright, Yeah! 
She paid 55 cents per click and got 8,053 impressions in just part of a day.
***Important difference between Google and Facebook:
The cost of a Google click depends on what the person is looking for.
The cost of a Facebook click depends on who’s looking for it.
Right now, most advertisers have no idea how to target the kinds of people they ought to be reaching. So some traffic is super bargain priced.
Perry Marshall
Rescuing Dogs on Facebook!
Our Facebook FastTrack training began exactly one week ago. We held a 48 hour contest for students to get their Facebook ads and landing pages up and running. STUART JORDAN sent in this glowing report about his passion which is Dog Rescue:
Hi there,
The first sessions were everything they were promised to be and more. Honestly, you got me so inspired on Tuesday afternoon that I was setting up my ads while I was listening to the session.
(To be totally honest, I actually started work on this before the first session based on the promo videos and the tele-seminar.)
My initial application is a little off the wall, but is actually showing some promise.
First, some background. My day job is marketing consultant. In my spare time I have become very involved in dog rescue.
(I have a very interesting story about missing my first Jeff Walker session because I was driving 3 hours to save a dog at a shelter that was scheduled to be euthanized, but that’s another story.)
My entry in the contest is all about marrying my profession with my passion. I have made it my mission to use my marketing knowledge to help market our dog rescue efforts.
As most things in life, the key to successful marketing (in our case getting dogs adopted) is all about getting the attention of qualified prospects. For dog adoption, this is extremely difficult because most people that would adopt dogs never set foot inside a shelter. So, we have to find ways to get the dogs in front of potential adopters.
Last February, we ran a live event where we had 30 dogs gathered together for people to see them. While very successful, this event takes weeks to plan and only can be run 2 or 3 times per year which doesn’t really cut it when you have dogs that need adoption all the time.
(For that live event, I did my first search advertising for the dog rescue, using everything that I had learned from Perry in the past to run Google, Yahoo, MSN, and Facebook ads to promote the event. You’ll see the summary of that initial Facebook attempt on the first screen shot.)
Back in February, I found the Facebook experience to be quite frustrating as this was before I had heard any of your advice on the differences from Google. At first, I wasn’t bidding their minimum and my ad wasn’t being run.
Out of sheer frustration, I pushed the bid way up and the ads started running. Later on, when I heard your stuff, I realized that I had stumbled across tip of how to get ads to run.
So fast forward to June. We have 20 dogs looking for homes. So, after hearing the teleseminar and seeing the videos, I decided to give Facebook another try. It made more sense than Google because it was all about user defined interest as opposed to immediate search activity.
I took your advice about using photos. I took your advice about writing ads that appealed to the audience’s interests and emotions. And I made the efforts very granular.
My advertising is very local. We’re running a 50 mile radius around our home base. Also, the keyword targeting is very tight. (thank you for the tips on how to use the keyword took as I never would have found them without knowing how to search for them.)
According to Facebook, the initial audience targeted is about 10,000 people.
Right now, I have the ads pointing away from Facebook to our website because I am still figuring out how to build the custom form for our Fan page. I also have to drop the FB conversion tracking onto the page, but I have that covered for the moment because I have Google analytics on our website which is giving me some additional data as well.
The landing pages currently are unique for each ad. The individual dog ads go to a corresponding page with information about the dog. The Combo ad goes to a website that was set up to support adoption activity. (website is www.loveabull2010.com)
The results may look small compared to other people if you look at raw numbers, but I can tell you that they are significant. On the Georgie and Jude ads, we have tripled visits to their respective website pages compared to what we were getting from the equivalent of SEO.
For us, that is huge.
Now ultimately, we all know that the real results is sales not clicks (in my case that would be dog adoptions). And it is too early to have data on that as an adoption first requires an application and home visit. Also keep in mind that we are talking about a lifetime commitment to the dog and a $200 adoption fee.
But, I am convinced that this is going to work. And the results so far seem to say I’m on the right track. If this can become a regular marketing tool to help get the dogs adopted, I’ll be very happy and totally satisfied that the course was a good investment (I’m already convinced that the course has paid for itself.)
Thanks so very much,
Stuart Jordan
Norwalk, CT
Speeding up to slow down to speed up
Do you ever have days where you do nothing but sit at your computer and answer emails and at the end of the day you’re completely exhausted and you still don’t feel like you got anything done?
In my early days as a salesman, somebody told me, “Massive action solves every problem.” That has to be one of the worst pieces of advice I ever got from anyone.
Did you know that it’s possible to be productive without being frantic and rushed all the time?
Lots o’ people are celebrating the US 4th of July by taking today off. Today is the perfect day to slow down for a minute and see how you can get more done with LESS effort and less stress.
A few weeks ago I did an interview with RC Peck about the “Critter Brain” or “Lizard Brain.” It’s the part of our brain that hijacks our best intentions when we most need to be strategic and deliberate. The lizard brain takes over and we do stupid stuff.
RC said, “The way to speed up is to slow down. Rarely is a rush of frantic activity helpful.”
If you’re a spontaneous person like me it’s hard to slow down and really think. I don’t know about you, but I get excited about new things and generate a whirlwind of activity. A lot of energy gets wasted.
TIP #1:
The worst place to get REAL thinking done is with your hands on your keyboard. The best place to think is in your favorite quiet spot with a pad of yellow notebook paper.
TIP #2:
Get up and go for a walk.
Physical motion switches your brain on. I guarantee you, you will have more thoughts, better thoughts, more creative thoughts when your body is active than when your butt’s on a chair.
If you play a sport, run, ride your bike or play music, that’s even better.
When I put on my shoes and head for the door, I say “Time to go give my head a shake” and my family knows exactly what I’m talking about. I go for walks even when it’s freezing cold outside. It stimulates my brain.
TIP #3:
Learn to recognize when you’re stuck in reactive mode. If you can’t get your mind to focus and all you seem to be able to do is react to emails and click on things and surf, it’s a good sign you need to bleed off some excess energy.
Yes, there are times when you just need to answer emails and phone calls and take care of miscellaneous things. Much better to do that stuff within a deliberate time slot instead of all the time.
My formula is:
Speed up to slow down to speed up.
Which means:
Stop the frantic activity and plan your work. Plan your work by physically speeding up (a brisk walk or run gets your juices flowing) then (slow down) write down your plan on your strategic yellow pad of paper. You’ll speed up getting more done.
You’re an entrepreneur, which means the world does YOUR bidding. YOU are the person who organizes resources and moves things from low value to high value. You don’t just sit there and let your day get nibbled to death by a thousand mosquitoes.
There has never been a time when one person could accomplish so much in so little time. But you need to run the world, not let the world run you.
If today is a day when the phones aren’t ringing and people aren’t demanding your time, then it’s the perfect day to go for a walk, figure out what you want to accomplish in the next weeks and months, map out your plan and EXECUTE.
Seize the day – and start by going outside and getting a breath of fresh air – right now.
Perry Marshall
Facebook Ads Success Story: 90% Cost Savings
Thomas Meloche of HomeSchoolAdvantage.com sells a software tool for accelerated learning. He budgeted $20,000 for advertising on Facebook and getting beta testers. But it only took $2,000 to get the results he wanted – 90% less than he thought.
In this interview, he gives away his $5,000 “Spaghetti Sauce” principle (and yes I agree, it really will turn into a $5,000 tip for some folks!) and explains the difference between Google ads and Facebook ads.
Right Click to download MP3 – 20 minutes
Thomas refers to Malcolm Gladwell’s TED talk, which I’ve included here. Watch Gladwell’s $600 million Spaghetti sauce story. It has a LOT to do with Facebook ads and successful marketing in the 21st century:
Transcript of my Facebook Ad interview with Thomas Meloche:
Perry: Hi, this is Perry Marshall. I’m here with Thomas Meloche. He’s the CEO of Homeschool Advantage and he’s been a
Favorite: CTR 0.08, CPC 0.34
Best: CTR: 0.12 CPC 0.30
Check out Tom’s Landing Page |
customer of mine for quite a long time. I just wanted to get him here and talk to you about his success on Facebook.
There’s a lot of people kind of beating their head against the wall with Facebook out there, because it’s a little mysterious to a lot of people, but he understands how to use it. Thomas, welcome!
Thomas: Thank you very much, Perry. Yeah, I’ve been a customer of yours since I think you first started the company. I think we were your very first customers of the Google AdWords Definitive Guide, and have never looked back since.
Perry: That’s great. I really appreciate that, and we really do like long-term customers. We hope they stick around and keep learning stuff.
Thomas: I’ve been waiting for your announcement that you’ve released Facebook information, so I’ve actually been very excited this week as well.
Perry: Good! So tell me about your zigzag. You can start with Google if you want.
Thomas: I will, because I’ve had so much success with Google. I’ve built and sold a company using Google AdWords, and had so much success with your fundamental strategies that I hope people are already familiar with.
It’s about a quality product, it’s about a quality landing page, a quality funnel, and then leveraging the advertising tool into all of that. Really, Perry, I learned all that from you.
Perry: Thank you.
Thomas: The nice thing about it is those fundamental principles don’t change, even when the advertising tool changes, so it’s very important that people understand that process, and I was already there.
I have a new product that I was launching in January of this year called Homeschool Advantage. I was a homeschool dad and had homeschooled my children. During that process we ran across specific issues about homeschooling that I wanted to address in the product.
I’ll begin with a warning. Nobody should ever do what I’m trying to do right now, which is build a software product from the ground up and create a totally new service that no one’s ever thought of before, and try to sell it.
Every night I’m like, “Maybe I should just find cute little cameras on the web and try to sell them.” Doing all of it from beginning to end is absolutely insane, but there I am. I do that sort of thing.
I had a landing page and was getting ready to advertise on Google, and actually raised a fair amount of money to do a launch of some advertising. I had a bank of about $20,000 or $30,000.
So I start up on Google AdWords, and Google is doing all of the Google tricks, right? “Oh, you want a click? That’s $2-3.” After a time that comes down to $1, then $0.50, but then they’re trying to give me a quality score.
I’m using all of my Perry training to improve my Google AdWords campaign, and I have an online web service, so almost all of my really good content is behind the firewall. It’s behind the login, so the Google bots can’t see it.
I’m looking at my quality score going, “Well, I know how to raise my quality score. I can put all sorts of articles and all sorts of other things in front of the firewall, drive up my rating and let them know that I’m active with a busy site and over time raise my quality score, or I’ve been on Facebook. I could try this new Facebook advertising thing and see how it works.”
I had this very recognizable keyword, so I sort of lucked into my success on Facebook because my keyword was homeschool.
I don’t know if people have done your survey. You have a little 10-question analysis for how good is Facebook for you.
Perry: www.IsFacebookForMe.com
Thomas: Yeah, I took that and I scored a 8 or a 9, depending on how I answered one of the questions. That’s sort of your evidence in retrospect. I was a really good fit for this audience. I stumbled onto that accidentally.
I put up my first ad, drove them to my existing landing page, which wasn’t optimized for Facebook at all, and immediately saw all sorts of clicks coming in, and coming in for less than I was paying on Google, but I wasn’t arm wrestling the system to drive the clicks. [laughing]
Perry: That’s good!
Thomas: I’m spending all of this time and energy building a new piece of software, so I want to put my energy on responding to my customers, not trying to arm wrestle with Google. So I turned Google off six months ago and I haven’t turned it back on yet. It’s still part of my long-term strategy, but I haven’t had a reason to turn them on yet.
Perry: It’s nice when you have more than one thing that you can do, because only having one option is a bad situation.
Thomas: And I’ve targeted my strategy now. I’ve had such joy in working with the little banner ads that you can so easily produce on Facebook, off to the side and with the little images.
I talked with another person who’s very big in the homeschool community and they’re like, “Images of children work really well,” so I have a picture of a child and then the text under it, leading back to what’s still a very boring landing page and funnel, but they drive the clicks in, and they drive the clicks in at a reasonable rate.
If I drive in $50 worth of clicks in a day, I have an opt-in service where they pay about a month later and it generates about $100 worth of revenue a month later.
Again, nobody should be as crazy as I am to build a website where you need to drive in beta testers, but for me it was just beautiful because I could drive in 10-15 testers a day against a real offer with real revenue, and I could easily throttle it up or down, depending on if we were having issues with the site.
If we were having issues with the site, you go on and hit Pause and nobody’s being added to the site that day. You turn it back on, you up the daily payment, and it’s golden.
Here’s the things I’ve noticed, and I wonder if other people have noticed as well, but to me they were a delight. For me anyway, with my keywords and my basic ads, I was no longer sweating the copy of the ad.
When you’re immersed in AdWords and someone’s typing in a keyword search and you’re trying to get them to match on that immediately, and your ad’s coming up to the side and you’ve got one really good chance at that individual, you’re split testing left and right and you’re doing everything you can to finesse that ad to get that one shot at that one individual.
In Facebook it’s not that way at all. People are living inside of Facebook. It’s their community and they’re spending a lot of time going back and forth between pages, and every time they go back and forth between pages Facebook says, “Oh, another opportunity to serve them an ad.” Even when they refresh their wall it’s another opportunity to potentially change their ads.
So when I look at my statistics, and I’m looking at them now, I’ve spent around $4,000. Something I had budgeted $20,000 to do, I accomplished with $4,000 in Facebook. It’s cashflow-positive.
Here’s like the really interesting data. For $4,100 I have 15.5 million impressions and 11,000 clicks. I was trying to figure out why it was really hard to make a bad-performing ad, and this is sort of my motivation for people to really follow your advice and just get out there and get in and get it working.
Again, performance on Facebook – and you cover this – is not the same as performance in AdWords. These are very low percentages to drive all of these clicks. My average is 0.073. Now I have ads that perform at like .124, but because I didn’t need to go in here and optimize all that much, I wasn’t even optimizing all that much. I let four or five ads run.
When I made small changes to copy, changes to headlines, things that would really dramatically change my ad conversion in Google, I wasn’t really seeing a difference in Facebook. It took changing the picture to begin to see bigger differences.
Perry: Pictures make a big difference. There’s a lot of testing to be done.
Thomas: Yeah, it’s wonderful! For me, the interesting thing was I work with another guy who’s been doing Google with me since 2002, and he sent me all these pictures. There was one that really caught my eye and I didn’t like it at all.
I called him up and I go, “Yeah, I really hate this image. I think we should use it,” because it was a picture of a crying child. That, by the way, is the one that has our best clickthrough rate. [laughing]
Perry: [laughing] Okay. That’s a good piece of information.
Thomas: I’m so excited about this tool, and I’m really so excited that you’re promoting it. I’m a little disheartened that you’re promoting it.
Perry: Yeah, I know.
Thomas: It’s been fun being in here alone. [laughing]
Perry: You know, Thomas, I could truthfully say that there’s a part of me that sort of likes the idea of educating a certain number of customers about stuff, and then not educating so many that they’re all competing with each other.
I realize that progress is progress and the world’s got to move forward, but I know what you mean actually. [laughing]
Thomas: Well, my long-term goal for my product is not to be doing the direct sales myself. It’s ultimately to be selling to other homeschool people. So if somebody else ultimately figures out this homeschool audience and gets the list, I really want them to rep the product.
Perry: Okay, that’s fair enough.
Thomas: I’m happy to share it. I’m also just compulsively inclined to share things, because I’m a compulsive teacher. I can’t stop giving, even if it’s against my best interest, but there’s a lot of room to play.
By the way, Facebook is already getting harder. I think I mentioned to you just in an email. I said, “I had my first ad rejected this week, ever.” I don’t think they ever looked at them before really.
Perry: That can very much depend on the individual person who happened to look at your ad, and that’s always been true at Google too.
Thomas: Yeah, and it was a duplicate of an existing ad. I was just directing them to a new URL, so somebody’s paying a bit more close attention.
Perry: I think it’s worth pointing out that what you said about people are constantly going to different pages and refreshing and seeing different ads, the number of ads that Facebook could be showing you compared to the number that you actually see is actually quite small.
I think Facebook could sell four, five, or six times more ads than they sell right now before things really do start to get crowded, so this is a real opportune time to be doing this. You only have to be reasonably competent at this to be much better than everybody else.
Thomas: And it’s a great time to be doing it, because I think I’ve been posting on your blog from time to time. “Hey, what about Facebook?” You’ve probably seen them.
Perry: [laughing] Yup.
Thomas: I really started playing with it in October, and I started using it because I launched my service in January, but it was obvious to me in October that this is a game-changer.
Perry: Yeah, it is.
Thomas: So I’ve been waiting for you to cover it. I’m glad you spent a year doing research, or a year and a half, however long it was.
Perry: Yeah. We were very quiet about it. We just felt like, “Okay, there’s all this noise out there,” and I really believe that when the hype starts to die down is approximately when the real opportunity is, and I think that’s right now.
Thomas: I’m going to give you for free “Tom’s $5,000 strategy for Facebook.”
Perry: Okay, let’s hear it!
Thomas: There’s a famous author who writes the books – I’m totally drawing a blank now on all of them – The Tipping Point…
Perry: Oh, Malcolm Gladwell.
Thomas: Gladwell. There’s this wonderful speech he gives, and you can find it as a TED talk, on spaghetti. The research on spaghetti sauce done in the 1970’s was, “Find us the best spaghetti sauce.” What the researcher found out was there isn’t a “best spaghetti sauce.” There’s five best spaghetti sauces.
If you’re trying to reach people in the audience according to their tastes or interests, you don’t offer one, you offer five. You offer one with big chunks of mushroom and vegetables. You offer one that’s thinner. You offer one with garlic and onions. What appeals to the individual person is the spaghetti sauce they purchase.
I suspect in Facebook we’re dealing with that same thing, in terms of effective banner ads. Because they’re willing to display the ads so much, it’s not about trying to find the one ad that works. It’s about trying to find the ads that appeal to your different demographics, and recognize that it’s maybe five ads.
Although you can spend the time, you don’t necessarily have to figure out which ad is working with which demographic to begin using multiple ads simultaneously to draw in just lots of clicks.
Perry: I can confirm you’re absolutely correct, because I do the same thing on the content network. Facebook is comparable to the content network in some ways, and yes, that’s right. I have Google campaigns where one ad group literally has 50 ads, and they’re all on the content network and I’m catching people from all kinds of different angles.
In a Google search, there’s usually a small number of sweet spots that the people searching really have, and on the content network your ads might be shown a million times a day. There’s no one thing, so you’re completely right, Tom, and it’s true on Facebook too. That’s a $5,000 tip for somebody, literally.
Thomas: Yeah. For one, you keep lots of ads performing and you quit trying to look for the best one. And secondly, it’s just really easy. You’re no longer sweating over every line of copy, because on Google, at least on the AdWords network, every line really, really matters.
I’ve used all the Perry tricks. One of my favorite tricks you taught me years ago was the fourth line is part of your ad too, so test URLs. I’ve done everything on that side to make that work.
It was just a pleasure coming into Facebook, and at least for the last year – and I suspect we have another good year where Facebook isn’t going to be that hard – you can just hop into Facebook and begin to play and see those results coming in right away.
So I was doing sort of a pure old-style Perry play, because you’ve indoctrinated me well, and I was driving people to a page and offering them a free white paper for an autoresponder.
Then at some point I woke up and said, “I have a software service. Why don’t I just give them a free month on the service?” so that was one of the last changes I did to my landing page, and I haven’t even played with it. I need to go back and continue to optimize it, but it was just so easy turning on Facebook and driving in traffic.
Again, I scored an 8 on your table, so it’s easier for me than it probably will be for other people, but anyone who’s scoring 7 or above on your survey, if they’re not hopping on with you this week and turning it on, they’re really missing an opportunity.
Perry: I agree. When we made that survey, we did not attempt in any way, shape, or form to skew the results to give people that really should’ve had a 4 to give them a 6 or anything. Believe me, it would be easy enough to do that, but we didn’t.
It’s an honest assessment, and I think if you’re more than about a 5 or a 6, you need to pay close attention. Whether you’re a 5 or an 8, what that really affects is what percentage of more traffic you can get.
I think if you’ve got a 5 you could probably get 10-15% more traffic on Facebook. If you got an 8 you could probably get 20-50% more traffic on Facebook than you’re already getting. Who wouldn’t be interested in that?
Thomas: Oh yeah, if you got an 8, after you’re done listening to this you should be turning on your Facebook ads. If you got a 5, you’re definitely going to be wanting to study more with you and other experts on how to optimize that experience.
Perry: Right, and to use it to learn about your audience, because that’s a whole other dimension of it, where there’s things that would cost you thousands of dollars of focus groups and different things like that, where if you use some of Facebook’s capabilities you’re going to learn things that are real valuable.
Congratulations to you for making this happen, and I appreciate your willingness to share, because not everybody wants to tell everybody what’s been working if it’s your secret fishing hole, you know?
Thomas: I’m delighted. I’ll make only one request, which is if anyone listening is a homeschool mom or dad, they actually come and visit www.HomeschoolAdvantage.com.
Perry: I think we actually have quite a few. People don’t know that home-based businesses are just the business version of homeschool. [laughing]
People always say – and I don’t know where they get this; it must just be in the air – I say I’m a homeschooler and they go, “Well, how do you socialize your kids?” as though you bring your baby home from the hospital and you go, “Honey, how are we going to socialize this homo sapien?”
They say that and they’re concerned that my kids aren’t getting enough socialization, and that’s sort of like being concerned that people with jobs in big companies don’t get enough corporate politics. [laughing]
Thomas: Well, I can’t make the promise for users of our site, but my 18-year-old daughter who’s homeschooled is now a junior in college studying biology. You also realize as a homeschooler that we waste a lot of time in the teenage years that actually could be more effectively spent on academics.
Perry: Yeah, I agree.
Thomas: I actually believe every parent in the next 20 years, because of technology, will be homeschooling some reasonable percentage of the time, because technology’s going to make it so powerful to do it that way.
Perry: Yeah, I think you’re right.
Thomas: When I talk to a lot of homeschoolers they sometimes don’t realize it, but I think we won.
Perry: Yeah. My sister-in-law was homeschooling in the 80’s. It was tough then.
Thomas: Yeah, so visit the website if you’re inclined, and hopefully I’ll catch somebody on one of your Bobsled Runs as well.
Perry: Tom, thank you very much. I really appreciate it. Have yourself a great afternoon.
_____
After our interview, Thomas sent me this kind note:
Your materials turned cold calling Coca-Cola into them calling us and being excited to talk to us! When we visited Coca-Cola for a sales call, we turned it into a consulting event and charged them 4k – for 1/2 day! You were a part in all of this, just through your materials.
Your materials were directly responsible for my last $500,000 net income year. I reached, at one time, master status in Adwords, and I owe the key ideas, tactics, and strategies all to you. Of course, I did all the heavy lifting
$200 in Facebook Ads gets 250 people to show up at a live event
Mastermind Club member Francesco Tinti from Tuscany, Italy wrote me with this fabulous Facebook ad success story:
“Here you have a picture of a successfull FB campaign with less than 210$ investment.
With a small investment or nothing more 200$, a Facebook campaign and a soft email marketing strategy we got about 1600 fans in a Facebook Fan Page and over 250 people to the fair!
In the fan page we integrate posts from a blog http://www.ilvinitalia.it/ and a email registration form on the left. To our fans we launch only a private message and a public message to subscribe here http://www.clubdegustatori.com/iscrizione.html.
Subcribers received in email a coupon for a free wine tasting to the fair and at their home a physical wine tasting card. Of course now subscriptions are closed and the page works as a waiting list.
Results ? Over 300 real interested people to the fair.”
Ciao, Francesco
Listen to my 7 minute interview with Francesco
<- Click to see screen shots of Francesco’s Facebook account
Building the Facebook Compatible Business
It’s easy to forget how revolutionary “keyword based marketing” was when Pay Per Click was new. All the sudden, the entire English language was literally on the auction block.
So we evolved a design for the “Google compatible business.” The secret success formula in every business is adapting to its environment. The front window of a retail store, and everything about it, matches the merchandise inside to the street and everything else outside.
Just as there’s a series of events that happen as a person comes through a physical front door of a physical store, there is a specific set of events after the person clicked on your pay per click ad. That’s what makes it profitable.
Tens and hundreds of thousands of new businesses and billions of dollars have grown out of that explosive new development.
So it will be with Facebook ads.
But Facebook is a different animal.
Google is the Yellow Pages. Facebook is the Coffee Shop.
Can you do business in a coffee shop? Most certainly. Anything remotely related to…
- Arts
- Entertainment
- Music
- Community
- Beliefs
- Culture
…is prime for promotion with Facebook ads. You just need to design your store accordingly.
Please understand: You don’t have to sell art, entertainment, music, community, beliefs OR culture to be a Facebook compatible business. You just need to ADD a few of those elements to your existing business. Just like Starbucks did with coffee.
When you walk into a coffee shop, all kinds of things may be for sale there but you’re never assaulted by sales people and there’s no pressure. Nobody feels unsafe at a coffee shop. They’re there to ENGAGE with the various people and events there.
Not everything on Google is about business. Neither is Facebook.
There are huge parts of Google that are more like a library than a yellow pages. Quiet, studious and most definitely non-commercial. There are vast buckets of keywords that will never earn a dime.
Similarly, there are huge numbers of people on Facebook who never spend any money on anything. There are people who never buy anything at a coffee shop besides a $1.50 cup of coffee.
But every single day, other people go home from coffee shops with CD’s under their arms, and jewelry on their arms, and even $1500 oil paintings. And new angles on politics or religion or the contest to elect a new mayor.
Most people are hanging at the coffee shop for no particular reason at all. But a painter or a musician is probably there for a very specific reason. She’s not there to “just chat” or “just hang out.” She’s deliberate and unapologetic about it.
So too must you be. Just because you’re friendly and approachable doesn’t mean you’re aimless or wasting your time. Every move you make is deliberate. You adjust your business to match the culture and traffic habits of Facebook users.
In the early days of search engines, people said, “Information just wants to be free.” Direct marketers knew better. We knew that if you stake your claim on the right piece of real estate and conduct business wisely, there’s a lot of money to be made.
So it is with Facebook. Those who are deliberate and methodical and measure their results will find Facebook to be not only a friendly place to do business, but a profitable one as well.
I predict that in the next 6-9 months, the face of Facebook will change. Even your experience of being on Facebook will improve. Why? Because highly relevant, intentional “Facebook Entrepreneurs” will come on board in large numbers. They will build Facebook compatible businesses, taking full advantage of the affluent, targeted customer base Facebook has amassed.
Welcome to the gold rush.
Perry Marshall
Is Facebook for me? A 60 second “compatibility test” for your business
Drew Bischof’s landmark videos on Facebook Marketing: Video1 Video2 Video3
2 interviews with Facebook advertisers who started out losing money, then dramatically turned things around
Facebook Advertising & Marketing Videos
A couple of important videos about the inner psychology of Facebook:
1. The problem with Facebook:
- Why Facebook is a problem for Google, and why it’s the only company Google’s afraid of
- Why it seems like nobody’s making any money with Social Media
- Why most everything you’ve been told to do is a waste of time
- The mindshift you must experience to make Facebook profitable
The video is here
2. The MindShift that makes Facebook Ads Pay: Facebook sells Pay Per Click ads much the way Google does. But the rules of engagement are completely different. And I’m not talking about the mechanics of placing ads nearly so much as I’m talking about the psychology of how you emotionally connect with people.
On this video, Drew Bischof explains:
- Secrets to targeting the exact people you want
- Secrets to writing ads that work
- Links that give deeper insight into who’s paying attention to you
- A tip about choosing a great image
- The one thing you must NOT do!
Video #2 is here.
Put $1 in, get $3 out – 2 profitable Facebook campaigns
I’ve posted 2 interviews with Facebook advertisers who’re absolutely cleaning up:
1) Brandon’s results on Facebook were initially *dismal.* He was buying clicks for 7 cents and only earning back 2 cents. He spent $2000 and got little of it back. Not good!
Then he changed his approach. Ran a 3 week traffic experiment and started buying clicks from a different type of user. Those clicks cost 28 cents instead of 7.
Yet his ROI went UP instead of down – now making money 3:1 instead of losing money 3:1. He spent $6,500 and got $20,000 back. In this interview he tells what he did.
2) “Mr. R” got over $100,000 in sales from $5,000 in clicks for an everyday brick & mortar service business. He describes one of his fave bidding strategies:
http://www.perrymarshall.com/facebook/2-interviews-on-facebook/
Perry
