All Forum Posts by: Angel-Ty L.

@DeAunte Hawkins

While the daily budget does affect your response rate, I would like to direct your attention to a much more important factor that will have a more profound effect on your success within the facebook ads platform in general.

A lot of times in the beginning investors are not going to spend a significant amount of money on facebook. So I would implore you to take this tip I have for you seriously.

Tip: You NEED to be hooking the right seller from your ads, also known as your customer avatar/ ideal prospect.

What do I mean by this? Now your ad copy could be awesome, you even nailed your offer perfectly, but your missing 1 major thing. The Hook!

Your hook is the marketing message, the reason that someone is going o show interest in your service.

unlike googles intent search marketing, you are disrupting these persons feed and they most likely have no clue who you even are.

You need to be ridiculously relevant because the more relevant you are the better your ads will perform. if you don’t get this right expect to pay a lot more than you need to be.

so how do you go about forming your hook?

First things first, take inventory of your ideal prospect. You need to know everything there is to know about who you want to speak to.

See you want motivated home sellers, but you have people that are going to be interested in your service for different reasons.

Off the top of my head, a lot of motivated sellers are looking at retirement so they want to sell their house and move to let's say Florida or downsize in general.

Your hook can be something like “let XYZ company help you through a smooth retirement”

A lot of you guys already know who your ideal prospect is and if you don’t, just break down every situation somebody can be in to want to sell their house fast.

Once you have those prospect avatars, start writing down a swipe file full of hooks that address each and every avatar you have

Quick tip: Take a look at other companies testimonials as well as yours. Look at the story they tell about how that company helped and use that information to formulate hooks and can even use testimonials in your ad copy in general, or get creative and formulate stories.

You cannot have a great hook without a solid understanding of your service, what it does for people, as well as understanding your ideal prospect. Research, research, research!

So now that you understand hooks and your customer avatar, you have to then put everything all together.

Here’s a simple strategy…

Start with 2-3 avatars. From there choose 2-3 hooks you are going to use such as emotion, logic, and or average process-based.

You're now going to be able to write ad copy for each of those hooks to be able to target that specific avatar.

Create a separate campaign for that single avatar. At the ad set level, you’ll then have different audiences and interest groups to target.

Now within the ad set at the ad level, you create enough ads to split test between those 2-3 hook vacations. Run that until you have enough data that is statically relevant.

This strategy right out the gate gives you info on what avatar works the best as well as which hooks are those avatars responding too. You can adjust this test by scaling down avatars and ads depending on your budget.

Appreciate it if you’ve read this far! If you need any clarification feel free to message me.

Best of luck to your marketing efforts!

@Elisa Slack @Mark Sewell @Tom Pacheco
Allow me to say this. If you are diligent enough you most certainly CAN learn Facebook ads for free 99. There are literally sooooo many resources to learn from. However, I understand in the beginning it can be tricky on where to start researching. 

A major player in my learning was podcasts & blogs. 

I absolutely LOVE podcast, you can listen to podcasts virtually anywhere. I recommend Perpetual Traffic for facebook ads and the Paid Search Podcast for google adwords. Blogs/articles help by providing immense information for me to read through. Anywhere from learning about exactly how much you should spend, to customer avatars, and even targeting can be found from podcast, blogs, and articles.

I will add that I chose this path for financial means. If you have a good amount of money to spare I would totally go through the course route. 

Refer to a previous post about hiring out work here. Similar to that post, the principle holds the same. 

By going through the course your reducing your learning curve, time, and a most likely a whole lot of money. 

The money you save comes from not having to work through all the money costing mistakes beginners make using facebook ads like not knowing how to properly write ad copy, how to target on the platform, not installing your pixel correctly, etc…

Your time is saved because instead of searching and going out on your own you have a structured curriculum with someone exploiting everything. 

If you have any questions feel free to message me!

@Lucas Machado @Jim Pellerin @Jerryll Noorden

First off, Adwords nerds, in my opinion, is a very good service for investors. I’ve personally learned tactics, strategies, etc.. by Dan (owner).

Now, do you stand to gain by working with a professional? !00% yes you do.

Time/Money

Scaling your business & expanding requires you to perform the same work more effectively & still maintain an acceptable profit. 

The most common way to do that is delegating tasks out to others. Being able to take the tasks that need to be done and handing it off enables you to now free up your time. 

Outsourcing your marketing allows you to concentrate on more important business matters. 

Also, it improves your personal life due to the fact that you can now invest more time for family & friends. Not to mention you may also have a decrease in stress because the marketing efforts are now being handed off. 

The only thing you really play a role in now is managing and making sure things are getting done to your liking.

Professional vs DIY

When working with a professional team or individual you are getting specific benefits you would have not if doing yourself such as…

• Up to date

As someone who works in the digital marketing field, it is my job to keep up with the latest advertising trends, standards, and technology. Knowing which technology such as messenger marketing, lead ads, etc… allows me to better know when to use certain strategies.

• Better ROI

Obviously, a business owner is only outsourcing if they feel the next person will do it better. You want to be getting the best ROI possible and doing it yourself can lead to a lot of testing and wasted ad spend that a professional has already gone through a problem & knows how to overcome the issue.

• Achieve Results Faster

Frankly, you truly don't know, what you don't know and there's going to be a lot of guesswork you're going to have to do. Professionals are aware of the ins & outs and are better equipped to do things more effectively. The many mistakes you may make most likely has already happened to the professional so they will know more than you on what to next.

Now with that being said outsourcing your marketing is not only for beginners, but it's also for beginners and those who want to free up more time from business tasks.

Now obviously there are those who are good and those who are bad. I want to give you some insight into actually choosing an agency or professional. 

*This is my original post which you can find  here or ( https://bit.ly/2SnAgxy )*

PPC Company

Heres how to choose the BEST Adwords company for YOUR business. Real Estate or not.

So where can you actually go to find and Adwords Company/ Adwords Manager?

Well you have a couple of options

- Upwork, Fiverr, freelancer, etc...

- Local Google Searches (ex. Adwords management in Houston, PPC management in Houston, etc...)

- Generic Google Searches (ex. Adwords management companies, Adwords management for reis, etc...)

- Ask website provider/ designer for a referral

- General referrals... ask your business friends

Know that you have composed a list of companies/managers to choose from you will now need to Figure out what services are offered

Types of services offered

- Audits: Someone dives into your account to tell you exactly what you are possibly doing wrong.

Audits come at one of the cheapest cause you can get it for free or for a small amount

Levels of audits

- Free Audits: Companies that offer this free service are most likely interested in a campaign that is going to be spending large amounts in hopes to hook you on for possibly a long-term contract. However, this is just the majority not all companies are interested in this. Me personally, I offer free audits at the moment and I'm not interested in a long-term contract agreement So I that goes to show not to judge a manager /company on their interest based on a free audit

- Paid Audits: These audits should be of very high quality. Taking a deep look at the account to point out any and all possible ways that you are doing your account profitability a disservice along with how to fix the issues brought up. Definitely a very valuable service for the fact that you get a professional to dive in and point out exactly what's wrong and how to fix it.

Side Note: You may find yourself getting freaked out by a written up 10-page report of everything that is wrong with your account. Fact is there is no audit where they are just going to point out what's going well with the account. The point of the audit is to give the company the opportunity to show you what's wrong and how THEY can fix it. So keep that in mind and make sure you ask questions to actually validate the points brought up.

- One Time Optimization: Good for one time builds. So you can contact an agency for one build. If your a hands-on business owner and want to have your account set up correctly then this is an option.

- Coaching: Need to accurately be able to explain something in a way that someone can understand it whether they're advanced or new. Don't let them get too deep and stumble and over think to the point where you're confused and understand less than before because now you have more questions. Coaching also doesn't have to be a one-time session, it is most likely better to have ongoing coaching.

- Ongoing Management: Includes initial build and or ongoing management & optimization of a campaign that's been running. Valuable for the fact that there's a knowledge of the history & the change in the seasonality of the industry in your campaign and what's important to you compared to someone just jumping in. With this, you can avoid the constant weekly meetings and consistent emailing back and forth.

See even in bad times, the manager can make adjustments better because they know what your looking to achieve and can make decisions in your best interest.

Side Note: With ongoing management, they should be getting results that pay for itself.

How to qualify a company

When qualifying an Adwords company you are going to want to ask them this question... "what can I expect for a cost per click and cost per acquisition). WHat you are looking for is for them to vocalize the process. To hear them say this hypothetical CPC will result in this hypothetical CPA. If they guarantee you a range then ask if they have worked with anyone in that location you're looking to advertise in because of its total BS if they haven't worked in your market.

I believe an Adwords manager cannot promise anything. They can't possibly guarantee any leads (NOT A SINGLE ONE) due to the fact that your website may totally suck, which is often the case. What a company can guarantee is quality traffic. That is the only factor they can control. So showing up for relevant traffic that has the highest likelihood of converting

Aside from this, you need to know exactly whos managing your account. So ask "who will be hand on managing my account and how will I be in contact with that person before I consider your services". You want to be able to physically talk to the person in your account and not just talk to the sales team.

Other qualification can be

- How much time will you be spending on my account

- will you report the search terms *very important*

- will I own my account *RUN if they say no*

- Ask what they think of the landing page *how well will it convert*

- Do they have a partner badge

- Do they experience in your industry

- Do they have experience in your field *so don't hire an e-commerce company to find you, motivated sellers,*

What to watch out for with an Adwords manager

- Mixing display campaign data with search campaign data

CPC is dirt cheap with display clicks compared with search, so it will seem that your avg CPC is lower than it really is on search. Ask AdWords manger to segment display data from search data

-Targeting worldwide with very low bids

People will click and fill out your form from outside where you want to advertise like Uganda or anywhere where there's cheaper traffic. The report will seem as if you are getting a cheap CPA & CPC but it's all just super trash traffic. Could set it up as advertising 80% in the target location and 20% worldwide. Tell your Adwords manager where you want to be showing up and check with your leads to make sure they are in your target market.

-Not adding common negative keywords

calls could come in and be labeled as a conversion even though the search terms was shown with previous data to drive unqualified traffic. However, the AdWords manager will just sneak it in and say it just keeps slipping through. Demand your search terms to combat this issue.

-Bidding on competitors

Most people don't really pay attention to ads and will just click the first search result when searching for a competitor. Results in CPC and CPA. Fix this by demanding the search terms.

-1 sec call tracking conversion

A 1 second phone call is not a conversion. The result is an appearance of a lower CPA. Set conversion time to what it takes to have a real conversation with a motivated seller

-Not giving access to account *fear you're going to mess something up*

DO NOT AGREE TO THIS. would avoid all problems by just looking into the account

-Guaranteeing fake goals as a success metric

Failure to look at what the real success metrics are which is mostly CPA because you are a lead generating business.

I have to say however that you need to trust your Adwords manager to get the job done. If you don't then find a new one. That manager was hired by you for their skill set and they should know what they are doing a lot better than you.

 So don't critic everything and breath down their back. Yes, they should always be teaching you by explaining by don't send a million emails asking a question about everything you think is wrong when in reality that's how it should be. I can tell you right now the manager won't appreciate it and might create a bit of annoyance dealing with a client like that. That includes asking a million flipping times "hey, I don't see my ads?!?!". Just trust me on that, create good honest relationships.

Let me know if you have any questions... always happy to help!

@Brent Tatum @Matthew G.

Setting up a successful marketing campaign targeting distressed homeowners can be broken down into a 3 step process. Simplicity is key here, you don't want to overcomplicate things. Worse results and overwhelmingness comes from being stuck in the weeds of all these exclusions, website custom audiences, retargeting, messenger bot, and all the Facebook advertising features and technologies, when really you just have to simplify. 

Reverse engineering the process gives an awesome base to add complexity going forward. 

See the key is to understand the high-level algorithm in your end goal and the assets you have, which is when you can start. Don't just get caught up in trying to be a “Facebook ninja”. 

So what is the 3 step process…

Step 1- Figure out the end goal. What is your specific goal for your specific situation?

Step 2- Take inventory of the assets you have. What do you have to give Facebook the right data so they can deliver your ads best way possible?

Step 3- Create custom core audiences and some core lookalike audiences.

Dive Deeper…

Figure Out The End Goal

Start with your offer and reverse engineer from there. What do you want these people to do, what action do you want them to take. With most wholesalers, getting that prospect on the phone is the main goal. From there you can evaluate the condition of the home, how motivated they are to sell and to set up an appointment to see the property. Someone who will sell their house for below market value is a certain niche of people. So who is the person we are targeting that is going to take that end goal step. Solidly understanding your customer avatar gives you someone to talk to in your ad copy. 

So understand the end action and the person you want to take that action. From there you are going to next…

Take Inventory To The Assets You Have

What inventory or assets do you have that are related to the end goal? So take a look at what you have. Most investors can upload their list they’ve acquired. Anything you can upload and create potential warm audiences from do it. Mailing lists, web visitors, etc…

Create Custom Core Audiences

This step ties into the previous step where you took inventory of what you have and are now going to create those custom warm audiences. Facebook allows you to create many audiences based on users engaging with you. 

To go over a few…

Video engagement- Can create a warm custom audience based on people who have watched a certain percentage of your video ad (25%, 50%, 95%, etc…)

Lead Ads- Lead ads are good for those without a well-converting landing page. Facebook allows you to create an audience from the people who opened your lead form or completed it.

Interacted with your page/messenger- Can make audiences from those who have visited your page, engaged on any post or ad, people who have clicked any call to action, sent a message to your page, etc…

Mailing List- Facebook allows you to upload data that they will use to match against their users. You can then create thess custom audience from people on your mailing list. Great for more exposure because now they see your letters and your ads.

Lookalike Audiences 

A lookalike audience is a cold audience where Facebook takes the characteristics, behaviors, and interest that your specific audience, whether its page engaged or converted users, Facebook will take that and create an entirely unique cold audience based on those behaviors and interest. 

To get the best results from these lookalike audiences keep these points in mind…

- The more data you give Facebook the better

- The higher the quality of the data is the better

- The larger list related to the end result is better

You can use the lookalike audiences same way you would create custom audiences.

Let's say you have absolutely no warm audiences then you are going to have to start with interest targeting. This post is to just give you an option of ways to get that perfect audience before you go straight to interest-based targeting. 

@Account Closed Facebook is capable of targeting 5 categories Demographics based on their facebook profile, Intrest targeting based on apps they used, pages they like, ads clicked on, and other sources..., Behavior targeting which is based off of offline data so they can target based on purchase behaviors, intent, etc..., and finally Connections/ Pixel targeting which can be page likes, website views, custom audiences, etc... (that's for those who didn't understand the targeting).

You are definitely spot on with the messaging. Making your targeting coherent to your copy and creatives makes or breaks campaigns. Similar to Adwords when everything is coherent from the search queries that are coming from the keywords to the headline matching your landing page. 

You are pushing the ad upon someone (push marketing), so if that ad is not appealing to them they will continue about their day. Catching their attention and holding it enough to influence your message upon them is the whole goal. Do you agree with this? 

I've been getting leads well under $30, one client I worked with was getting leads under $20 in fact, however, the quality just isn't there. You are starting to make me think. With Adwords the lower you bid on keywords I've found the lower quality search terms we get. Facebook kind of seems to be doing the same.

Obviously Adwords is more my thing, I've become very good with this industry and I'm able to meet client goals as long as the infrastructure is their i.e. I can run the best campaign, but it's always the landing page getting in the way. Which is why I'm teaching myself landing page design and optimization as we speak. I'm also creating business relationships with other landing page developers so I can refer my clients to. Curious if you do the same or if your agency does it in-house?

Adwords is most certainly expensive at the moment. I still believe it can work in any market, however, I will also say Facebook is a big opportunity if done well. I can already see you have an extensive knowledge and seems to be working for you. Awesome job on that, I know it took a lot of work! 

Were both in the same space, we should connect! I'll PM you. 

Hi @Steve Maginnis ,

Obviously, you're having trouble with keyword research. There's a couple of things I feel as though your looking at it the wrong way and executing wrong. Your target from what I can tell is you are running a campaign for property management in Charlotte NC.

Now firstly I don’t know your understanding of match types but I’m guessing you're going to try to use phrase match with these keywords. Which would be not really good. Those phrases you have I can almost guarantee will only generate about 4-5 clicks if you're lucky. Now if that fits your budget then go right an ahead, but I don’t think that's you. Second I think you're going a little too specific and you're going to be disappointed by the results. See the intent of the keyword is what is determined to be a conversion. See my article I wrote on my BP blog here for more insight. You retargeting the most expensive keywords already. Yes, you want to target the cheapest keywords possible, but you don’t know all the keywords possible. Bad traffic is enviable during the beginning stages.

Some tips I suggest are, instead of qualifying location through keyword, qualify the location through campaign location targeting (people in or show interest in). This will enable you to increase volume. Use the keyword planner, it will help you find keywords you're looking for. Plz Plz Plz have a good landing page. It is the #1 reason most these investors are failing. You can drive all the high-quality traffic you want, but if it doesn’t convert it's a huge waste.

Feel free to ask any questions!

If you're interested in investing in the hood sure. A lot of speculation about a turnaround.

@Account Closed 

@David Sanford are you sure that's data from adwords and not fb ads. 

@Michael Quarles Your certainly welcome. I hope you give AdWords another try, and if you need any assistance feel free to reach out directly.

Best of luck!