How To Build An Audience With Facebook Ads

0:00hi guys is Ben Heath from lead guru and in this video I'm going to show you how to build an audience with Facebook ads okay now building an audience is something that is undervalued when it comes to Facebook advertising when it comes to digital marketing if you can build an audience if you can take people within your target market and make them your own make them part of your community the future return on investment of doing so can be absolutely enormous once you have an audience in place you have people to sell to you have people that you don't necessarily have to pay to continually advertise to

0:35in order to generate revenue and that is so so valuable particularly over months and years the reason why it's undervalued why it's not done enough by Facebook advertisers is because the return on investment isn't very short-term it's something that's gonna pay off over months years and whilst the ROE s the return on adspend maybe in the hundred plus times over the next ten years it does take a bit of time to do so but I would strongly encourage you to at least dedicate some of your budget your Facebook advertising budget to building an audience because I think it's something that I've done a lot of personally it's where the majority of my

1:10Facebook advertising efforts and my marketing efforts has been put in put over the last few years and it really really does pay off okay with that said let's actually before I do before i get into steps real quick you mention that at the end of this video we talked about a couple of free facebook advertising resources i think you're gonna find very interesting so make sure you stick around to the end for those and with that said let's get let's get into the steps so when i'm talking about building an audience what am i talking about you know what am i referring to as an audience because we need to define these

1:41things it's very very important not all audiences are equally valuable there's two main audiences that I think about when I think about building an audience I'm gonna show you how to go about building them both in this video the first is kind of old school and it's an email list now I'm sure people watching this video be thinking are whatever I've heard all that for email list yeah yeah yeah whatever okay and I you know appreciate that but it really is a fantastic audience email marketing people have been saying it's dead a decade at this point it's absolutely not we generate as a business so much of

2:18our core sales so many of the prospects that go on to become clients of ours on our services side of our business from our email list an email list really is a tremendously valuable asset probably the most valuable asset that my business contains and and if you can build an email list nurture that email list it can be a resource that whenever you need to you can generate revenue business ever runs into hard times boom send some emails that you can generate revenue and you can absolutely use it to grow your business it makes a huge difference to the long-term profitability of a Facebook advertising if some of the

2:56people that you're advertising to are being added to an email list that you can market to continually so that's one of the options that I think about that I think's very very valuable in terms of building an audience is a email list okay the other one is a Facebook group such I'll click over now so I've got a Facebook group called a Facebook Ads mastermind group and unlike Facebook pages where there's not much organic reach so I have 100 and what's that 129,000 Facebook page likes when I post my page if a couple of thousands of those people see whatever I post I'm usually doing pretty well so a very very small

3:29percentage where is this group my Facebook Ads mastermind group has just under 30 1000 members as of the recording of this video and the engagement in this group is much much higher if I post I could post so I'm doing a live training later today and you can see I've had you know lots of comments on it just on the image that I'm talking about and this live training will probably be seen by three to five thousand people within this group so you're talking ten almost up to twenty percent of the people in here are going to see that much much higher percentage and that's just one training there are

4:11lots of other things going on this group tons of activity this is a fantastic place to be able to market your products and services is with a Facebook group so when I'm thinking about building an audience and there are other options obviously but when I think about building an audience with Facebook ads and thinking about email less thinking about Facebook group so those are the two audiences that are valuable worth going after how do you go about doing it okay so there were actually both relatively straightforward and they'll show you how we go about doing that in this video so let's start with the email list so in

4:41order to build an email list you need to incentivize people to take that action people don't want to join your email list they're already receiving far too many emails and they like we all have the experience where we you know log on in the morning open our email and you've got 50 hundred hundred and 50 I get tons as you can imagine emails deal with and you think oh really if I gotta go through this so people don't want to be on your email list you have to incentivize them to do so the way I've done that and the way a lot of people do that is with providing something for

5:09free that's valuable in exchange for them joining your email list there's called a lead magnet so my lead magnet here is my five-part Facebook ad template and this is the landing page you can see for it right in front of you I will include a link to this in the video description in case you want to check it out and download this five-part Facebook ad template very very simple now this Facebook ad template and include some of the best performing ads that we've created for our clients in a number of different industries and the idea is that if you want better results from your Facebook and Instagram app

5:38campaigns you come here you download the template and you in exchange for getting this thing for free that you can use to model from you can really help improve your Facebook advertising performance which is why I recommend you grab it by the way and in exchange for that you're headed to our email list okay and of course you know all the privacy rules they can opt-out and unsubscribe at any time except etc all that sort of stuff okay but most people don't most people get involved now this is the the hook this is the value and what you need to do with your Facebook ad campaign is put a

6:11campaign together that emphasizes the value that this lead magnet provides and convinces people to go ahead and join your email list take this action etc etc okay how do we go about doing that so here I am inside to this campaign you can see that you know this campaign was run for quite a while we generated over 17,000 leads and total spend was over eighteen thousand pounds to spend a regional map the money on this and you know seventeen on email list is no joke that can generate serious serious revenue for your business obviously we invested a fair amount to get those but one pound 7p per email

6:48subscriber is very very good and so how did you go about let's go through the steps actually I think that would be the most useful let's go through the steps of how you go about putting this campaign so let's go ahead and click into here and click Edit and actually we start at the campaign level okay we'll jump back once the campaign low so this campaign is called Facebook I attempt a lead magnet conversions unsurprisingly that's what it's all about bio type auction campaign objective conversions that's very very important to use the conversions objective with this campaign okay when someone clicks through from this ad they go through to our website

7:22this landing page specifically where they can download the five-part Facebook ad template the Facebook pixel is installed and set up so that when they opt-in for this when they click this button enter in their details etc they're then taken to a thank you page and that thank-you page has the lead event code on it Facebook pixel lead event code that person then triggers as a lead and Facebook goes a hat that's a lead they can then use that data in terms of optimizing the campaign and that makes a big big difference so make sure you have that set up and using conversions objective if you don't have

7:53the facial fix or set up don't understand it don't worry I'll include a link in the video description to another video that talks all about how to set up the Facebook pixel and all that sort of stuff so you're all covered you can check that out and that's all you need to worry about you can have CBO on/off doesn't really matter in this case okay so let's go back into the ad set level I don't all 36 let's grab this top one again and then let's take a look at how we've set this up okay so if you already have people on email list more than a hundred

8:28most likely the best audience for you to target is going to be a 1% look-alike audience based off of people that are already on your email list okay because people are already on your email list if you can advertise me with a very very similar to them those people are highly likely to be willing to join your email list as well okay so you can see here that we've gone with a UK cela based in the UK 1% look-alike audience based off Facebook ad template subscribers that are 21 plus very very simple targeting option you scroll down you can see there we go 1% look-alike audience we're advertising the whole UK

9:04we've got over 21 plus we probably could have left that as 18 and that's really matter either way with look-alike audiences you want to keep all this sort of stuff really broad because the look-alike audience is what dictates tells Facebook who you should be targeting so they'll know things like age gender acceptor et cetera leave all the demographics open keep it very very straightforward okay now if you don't have to create look-alike audience things like that again there'll be a link in the video scription shows you exactly how to do something like that how to create a custom audience out of people or on your email list and then

9:36how to create a look-alike audience from that custom audience all taking care of terms of placements I've experimented here and just really narrow it down to the Facebook newsfeed I actually now think that when you're using a conversions based objective you can go ahead and use automatic placements so if I was to rerun this campaign again today I would be selecting automatic placements because I'm using the conversions objective if I was using something like traffic or reach or video views then yes I would be more specific and do something like this but now when I set this up oh you know this is just a few years old it's a bit different now

10:11I'd go ahead and use automatic placements okay keep that in mind right very very straightforward at the ad set level then ads okay actually before I move on to the ad level I'd sure like what you mention about the answer now so you'll be watching this video going hang on I don't have any money I don't have anyone in me in my email list how do we go about creating a 1% look-alike audience off you know people I don't have well you can't you can't create a 1% look-alike audience yet in which case you're gonna have to start by finding audience targeting options that are highly likely to deliver great results

10:46how did you go about doing that again video link in the description to another video I've created all about using Facebook's audience insights tool they're free tool to find fantastic targeting options and how do you get fantastic results so that there's quite a lot of homework based off this video depending on what you have don't have setup but I strongly recommend checking that out if you can't go and create a look-alike audience based off of people already on your email list okay now with this option here would turn on and presume with this option here we've used an existing post because we've used a video that is already been uploaded to

11:19our page and I'm not gonna get into this video in a huge amount of detail because again there's another video where I go through this step by step by step so I'll include a link to that in the description if you really want to go through it I'm just gonna explain the concept of a video like this why it works and some of the things you really want to do when it comes to building an email list I do believe that a video particularly for expertise based service providers is the best option so if you're a coach consultant something like that I think video works really well I think it was really well

11:52for a few reasons for someone to be willing to download your lead magnet and join your email list you need to take a few boxes they need to believe that the lead magnet itself is valuable okay so you obviously need to talk about why they want to download it how it's going to help them all that sort of stuff which I do at the end of this video but that's not the only thing you need to do and that's where people go wrong they think that's the only thing you need to do you just need to just demonstrate the value of the lead magnet that's not true

12:18you also need to demonstrate that you know what you're talking about you need to demonstrate your credibility you need to demonstrate your expertise so in this video I talked about the fact that I'm the CEO of a Facebook advertising agency that we work with dozens of clients etcetera etcetera that's establishing my credibility okay that's another box you need to tick so your need to demonstrate the value of the lead magnet you need to demonstrate your credibility and expertise but here's the other thing you need to do you need to deliver value in the video itself because if you deliver value in the video itself a someone can see that

12:52you can produce valuable content and they say well okay the video was really helpful what about this free thing that's probably really helpful as well they're far more likely to take that action okay and it also helps grab their attention you know if you can run a video for example this video is called why you're wasting your time with Facebook that's a brilliant attention grabber for someone that's advertising on Facebook and not really getting great results who is exactly might I'll get market that's really gonna grab their attention and then explain why they're wasting their time and how they can change things to improve their results okay so very very important and

13:26things you need to take you need to deliver value demonstrate your expertise and then talk about the lead magnet at the end of the video and that's why we were generate which generate what 17,000 email subscribers for eighteen thousand pounds one pound per my subscriber absolutely fantastic return on investment I can run one flash sale to my email list and make that eighteen thousand pounds back in three days now okay so that shows the value of building an audience and an email list obviously you may have to start small so you may only be able to spend a couple hundred pounds building an email list but then

13:57you can sell some stuff to them products and services and then you can reinvest that money and grow it etc etcetera etcetera that's how these things work so building a email list is a fantastic audience to build with Facebook Ads something I'd strongly recommend you do and this is how I'd recommend you doing it and in terms of the holes I haven't filled out in this video because I don't want this video to be you know three hours long go and check that stuff out check out how to create look-alike audiences if you have an email list already or check out audience insights to find targeting options that you can

14:28insert at the ad set level in here at detail targeting and then again for that the very specifics on that Facebook video ad check out the other link in the video description that shows you I literally break down that entire video that I show you where are we that I show you here I break down this entire video and I show you exactly what I do at each step and why it works so well okay so that's the first one that's how to poke me - that's the first audience those strongly recommend you do and as I said I mean no joke I can run a 13.3 day

14:59flash sale for a course of mine and make that eighteen thousand pound back in three days and then of course the vast majority of people are still gonna be on my email list still willing to buy in the future provide a deliver value it's just such a fantastic audience and I don't really see that changing anytime soon just a quick aside people talked about the value of email marketing dropping with things like social media and people not really doing much on email though everyone talks about the younger generation aren't on email they're on an email well here's what happens right they leave cool they leave University and they get

15:31jobs and when those people get jobs they get email and they operate out of email the vast majority of business is still done via email it's not going to be done via facebook Messenger yes of course there are some businesses to do a lot business by a basic messenger but a lot of business-to-business and a much more serious stuff people to work for big corporations and not communicating for our facebook messenger that communicates via email that puts those people that you like are the younger generation aren't on email they aren't doing things on email yeah but they will be when they go and get jobs they will be and that's

16:02why I don't see email marketing as a medium losing value or becoming useless for the foreseeable future things really have to change everyone thought that people would switch switch to more sort of instant messaging social media type communications and the reason why a lot of people don't do that and I definitely appreciate this I prefer to do things out of email it's because of the distractions it's great you know the distractions are fine when you're you know a teenager at school or you're at university and you've got tons of time and you know you don't mind it if I little few messages here if your message

16:36is there but when you actually want to be productive and get things done trying to do things add a Facebook Messenger or trying to do things out of whatsapp can be really annoying and distracting email is a much more manageable medium and that's why I think emails gonna continue to do well and why it's a place to market people do business there they make decisions there they buy based off of email they're very important okay that's just a little aside little extra I want to talk about my group my Facebook Ads mastermind group how did you go about growing a group with a Facebook ad campaign now you can

17:03advertise it directly so you can literally create an ad come join my group here's why you should do it yada yada yada and then directly ball directly to the group put a link in the ad and then get them to join and that does work but what I found is it's not the most effective way to go about growing a Facebook group your cost per group member is likely to be relatively high doing that people you know joining the groups quite a big undertaking as I said there's lots of activity lots of distractions etc etc people only want to do that if they think there's going to

17:33be a lot of value there and to grow group with something like you know thirty one thousand members it would have cost an absolute fortune if we use that strategy and absolute fortune if we use that strategy that's not what we did now there are number of techniques I've used to grow this Facebook group and I'm going to include a link in the video description talking about exactly how you go about doing that with Facebook as you know but I'm going to touch on it on a few here a top level and go and let you check those out in more detail in that link in the video description lots

18:01of links in the video scripts sorry about that I just want to make sure you guys have got all the holes filled in in terms of okay how do I build an audience with Facebook guys how do I build a Facebook group how do I build an email list you can fill in all the holes without me making one video four hours long and you can basically you know choose the the options that you want if you know it's great look like audience great you don't need to watch that one etcetera etcetera the one of the biggest ways that we've grown this Facebook group has been to

18:27run a Facebook page likes campaign generate a lot of Facebook page likes I mean you can see you've got a hundred and twenty nine thousand Facebook page likes and then invite those people face we can have a feature you can see it down there on the right-hand side you look suggested members of my group invite one you know I can invite up to about 50 a day and that is a fantastic way to generate facebook group members it's actually much less expensive because by putting the additional step in in the middle it's a lower barrier to entry action asking someone to like your Facebook page is a smaller ass than

19:00asking someone to join your Facebook group so when you say look just join my page on guys okay yeah I will based on you know I've got videos on how to run Facebook page like campaigns so check those out again probably a clip in the video description as well and it's quite easy to get someone to like your page very inexpensive so you get them to take that one action then perhaps they check out some stuff on your page they may see maybe see a post or two maybe not but then you invite them to join your group and it seems like much less of a more

19:29significant jump there in your world already they've started to be in your world okay so having those two steps we found that in terms of cost per group member was much less expensive cuz doesn't cost you anything to send these in buttons it was much less expensive to do it that way then it was to directly advertise the group and I said you can do this about 50 a day we found that about half of the people accepted the invites and we're getting 25 new members a day with this strategy you know I mean how long is that gonna take you in just over a month you can

19:57have a thousand in six months time you're gonna have what four thousand people something like that and so a very simple strategy that can work very well there's some other ways you can grow the group things like making sure that it's very much engaged you include links to your group in your email marketing all fantastic point I was I didn't think I was going to talk about this in this video but one thing I'm gonna mention is of course these two things overlap whenever you're building audiences absolutely get them to sort of cross pollinate each other so if I'm building an email list with my five five Facebook

20:29ad template you can literally have this set up if you go ahead and download this template you will receive an email and you'll see this in my email autoresponder that says here's my five-part facebook.i template enjoy it I say oh by the way why don't you go ahead and join my facebook group here's why you should is full of 30,000 Facebook advertisers are wanting to get better results helping each other out yada yada yada and here's the link go ahead and join fantastic likewise when people join my facebook group I send them a welcome message and in that welcome message I will link to lead magnets so I've got my five-part

21:04Facebook guy template I've also got some other stuff and I will say you know welcome to the group this is a fantastic place here are the rules get involved on by the way why don't you go ahead and check out my five-part Facebook ad template or where you go ahead and watch my free webinar or something like that okay so you want to get people to join one on to the other and there's a huge amount of value in that because there's a cost you anything so let's say if I run another ad campaign and get another 10,000 subscribers maybe 2,000 of those might join my facebook group and that

21:36means I've got 2,000 Facebook group members for free because I was gonna get the email subscribers through my five-part Facebook ad template anyway I had how to pay anything extra for 2,000 more group members so definitely get them to cross pollinate each other so I said those are the two audiences that I think it's really valuable to build with Facebook ads and I'm recording this right now during you may be watching this in months even years time but I'm recording this during the the coronavirus lockdowns and I think building an audience is absolutely will face a lot of Facebook advertisers be focused on right now particularly

22:10expertise based service providers you know anything that's sort of entertainment based you know think businesses that aren't necessarily just super transactional where they want to work with someone who they believe is skillful coaches consultants most service companies just about everything b2b from a service angle definitely want to be building an audience and I think a Facebook group and I think an email list is absolutely one where you want to be investing your marketing dollars right now okay so that's useful as I said tons of links in the video description go and fill in the gaps if you want to know right I'm going to build a Facebook

22:44group how do I go about doing that go and check out that video that I created on it help you out that if you want to create an email list and you're wondering you know how do I put one of those videos together go and check out that video lost tons of valuable resources anyway before you go I mentioned at the beginning to talk about some free facebook advertising resources then going to find very interesting the first is this Facebook group there'll be a link to that in the video description go ahead and join for the reasons I've given go ahead and grab my Facebook ad

23:07template got tons of free stuff for you guys today and also I've created a webinar called three Facebook advertising strategies to double or more your revenue and if you're advertising on Facebook if you're looking to build an audience or looking to directly generate customers or both most people have both I strongly recommend you check out this webinar it's completely free okay so you can click on there'll be a link in the video description and click on that you can watch the webinar complete free 60 70 minutes long and it's really really valuable so it's got three strategies I break them down in their steps in their

23:40entirety so I say do this and then this and then this and then this they all work really well we generated more than a million dollars with all three of them for our clients for some clients on literally a monthly basis we generated more than a million dollars using these these strategies very much tried tested so go and check that out I think you find it really valuable link in the video description and yeah I think I'm all out of three things and for you guys and things for you to get on with hopefully that's been useful if it has please like this video please remember

24:07to subscribe to the channel if you've got any comments questions pop them in the comments below I will get to them and a few choice videos let me know the comments below I always appreciate that and I'll talk to you guys soon thanks a lot bye