How We Scale Clients to $100,000+ a Month With Paid Advertising
Do you want to scale your business extremely fast with Paid Traffic? I’m not talking about doubling your business, I’m talking about 4x – 8x your business with the strategies we’re about to go over.
This guide is meant for people who have proven offers and want to play big and spend $1,000 – $50,000 a day on Paid Traffic. These are the strategies my agency currently uses to spend Millions on Traffic every single year for our own products and our clients.
There’s 3 pillars to getting there, Mass Traffic, Sequential Retargeting, and Omnipresence.
In our agency, we use 3 Traffic Sources for Mass Traffic:
- Google Display Network
We usually roll out all 3 for larger clients which allows us to cover close to 90% of the internet with our ads.
I’ll go over exactly how we roll out each one of these for our largest clients.
Traffic Source: Facebook Ads
We will first test multiple interests in the niche, usually 5-10 interests that we find that we research using Audience Insights in your Facebook Ads Manager.
Each interest starts with $25 a day budget, and we will go broad as possible. If the product is Mass Market and accepts all 3 Major Countries, this is the targeting we will go with:
- Ages: 25 – 65+
- Countries: United States, United Kingdom, Canada
- Gender: Male + Female
- Placements: All Except Audience Network Banner + Interstitial
Each ad set will have one interest. We do not want to mix interests at first because some will perform very poorly and we want to make sure we’re not targeting any of those.
Lookalikes on Facebook
If the client already has Custom Audiences in the account, we will go and create Lookalike Audiences for each specific action taken, including:
- Add to Carts
- Complete Registrations
We like to test 1%, 2%, 3%, and 10% LLA’s to start off. On lead gen campaigns, we will test all lookalike audiences up to 10% (1, 2, 3, 4, 5, 6, etc..)
A lookalike audience is simply an audience of people that most likely match the audience you have built for that specific outcome.
So if you want an audience of people that most likely match people who have bought your product, Facebook will go out and create an audience and find the people that match as closely to that audiences characteristics, interests, gender, up to the percentage you chose. 1% LLA is going to be your closest matching people.
If the client already has a bunch of customers, I will go and create a LLA audience out of all of them and run them first, as they are going to match our target demographic the closest.
So it would look like this:
Retargeting on Facebook
This is really the secret sauce to making most of our campaigns work online. Facebook is simply the best platform for Retargeting, it gives us the greatest ROI over and over again.
We split our Retargeting up in many different segments depending on what the prospect has done.
I’ll breakdown how we retarget for Webinars since we have a lot of clients that run them.
You’re going to have a couple different buckets:
- People who have watched 50% of your Webinar/Added to Cart
- Complete Registrations/Purchases
This is a simple retargeting audience, it’s simply website visitors who haven’t registered yet for your webinar, so they might have visited your webinar registration page and left, or they visited your blog, and still haven’t registered.
All we’re doing is targeting the Custom Audience of Website Visitors in the past 90 Days and Excluding Registrants of that webinar.
You can run the same winning creatives you’re already running to this audience, nothing really needs to be changed.
These are prospects who have registered for the webinar, but have left before the 50% mark, we want these people to re-register for the webinar.
Since you know this person has left the webinar without consuming it, you might want to run a testimonial ad to this specific visitor on what the person is going to get out of attending and consuming the webinar.
We usually get testimonial videos from customers after they get a specific result with one of our programs, so if we were doing it for our agency, I would ask someone to jump on an interview right after we cut their lead cost in half and made them a ton more sales.
This audience is registrants who have watched 50% of your webinar or people who have visited your cart page. If you’re booking a call or selling from the webinar, it’s the same audience.
One of the biggest things we do for our clients is build out some advanced audiences using Google Tag Manager by dropping pixels depending on how the prospect has behaved on your website.
If you have a webinar that’s an hour and a half long and you aren’t creating an audience of people that have watched 45 minutes of it, you’re leaving money on the table.
A lot of the time, the person is stuck in a time constraint or something else comes up and they weren’t able to get to the call to action, so you need to make sure you’re building up this audience.
We regularly cut clients cost per sale by 30 – 50% just by implementing Google Tag Manager and the Audiences we just went over.
Right now Google Tag Manager is running in the background and if you spend more than 3 minutes on this page, you will be placed in a retargeting audience that will show you ads that will push you to book a call with us 🙂
Need help scaling your campaigns and want us to build out Google Tag Manager for you? Click Here to Book a Call Now.
Now this audience gets three different ad angles.
Here’s what we like to run for clients here:
- Testimonial Video Ads
- Product Walk-Through Ads
- Guru Style Ads
Testimonial Video Ads
We usually run 3 video testimonials in one ad set for this audience, people with different stories, results, etc..
If you’re doing High Ticket Sales over the phone, you won’t believe how many people have joined a $10,000 program we’ve pitched because of the testimonial ads we run. My team has asked multiple people what’s the reason they joined, and they will be like “Well I saw Sam’s story in my newsfeed, and I know you guys had to be the real deal”
Testimonial Video Ads work, you need to be running them, period.
Here’s a testimonial ad one of our clients shot for us, that we turned into an ad:
Here’s another testimonial video from Russell Brunson CEO of ClickFunnels praising our team for one of products:
You can also create them by using a Webinar service like Demio to do an interview and ask the prospect why they joined, what their results were, how long it took them to get that result, etc..
Product Walk-Through Ads
The second type of ad you want to run to this type of audience is a Product Walk-Through Video Ad.
Remember Billy Mays?
Well the reason why he did so well with his infomercials, is people could see the product in action. Exactly how it got the desired result, how it worked, etc..
This video can be 5-10 minutes long and you can film it using a software like Camtasia, or you can just have my team help you through the process and film it with you 🙂
Now if you have an info-product, what I advise my clients to do is simply login to their membership site and walk them through the course, what they’re going to learn, how it’s laid out, so they can get a real feel of what they’re purchasing.
Other then my clients, I don’t see anyone else doing this. Start doing it today and thank me later.
Floating Head/Guru Video
Finally the last ad you can run to this audience is simply a video from the Guru/CEO of the company selling the person on the product.
You want to sell them on the benefits of joining, how long it will take them to get the desired results, the money back guarantee, etc..
This video can be 3-5 minutes.
I run this one video ad for my agency that’s a pattern breaker (I’m in a tank top, not in a suit)
A lot of people think they’re done after they make the sale/book a call, and my team and our data would say you’re wrong.
If someone just bought from you/booked a call, wouldn’t you want to sell them even more to either not refund, or to make your salesperson’s job a lot easier on the phone?
Well that’s why we simply run Video Views campaigns to people who have completed a purchase/book a call.
We generally will run a Testimonial Video Ad here as well, as you want to continue to sell the prospect that they made the right decision to purchase/book a call.
You can put some short text up and let them know the specific result your customer received.
Example: Billy came to us with a lead cost of $17.50 for his webinar and we decreased it to $6.55 on average, hear exactly how we were able to do that.
Want my team to setup all of these retargeting sequences, put together your ads, and ultimately scale your business with Paid Advertising?
How We Create Our Ads For Facebook
We love using short, simple Video Ads on Facebook. 90% of the time they out-pull regular image ads. Every now and then there’s a rare client where image ads will beat our Video Ads, but we always roll out new client campaigns with Video.
Camtasia Studio 9
Our team uses Camtasia Studio 9 to create our video ads, they make it very simple to create the Video Ads we need.
You can drag and drop animations, annotations, behaviors, and more.
Here’s the template we usually test first:
- 1 to 1 Ratio (It takes up more space in the newsfeed)
- Red Background
- Eye Catching Image (Doesn’t have to match the product if it’s not physical)
- Animate the image
- Quick Voiceover
- 15 Seconds
Here’s one of best performing ad for a client in the E-Commerce space that sells software to help Amazon Sellers.
We love using Long Copy for our ads as it allows to pre-sell the click before people ever reach your landing page.
This works especially well for webinar registration pages, as you can pre-sell them to register and actually attend.
We like to go over the exact benefits they’re going to get when clicking on our ad, so a lot of the time we will number it out like so:
- Why E-Commerce is one of the best Emerging Businesses in 2018-19
- The Step by Step Process to getting started with E-Commerce this week
- How we source products, calculate ROI, and make sure each product is going to be a winner
And so on and so forth.
We like to have multiple calls to actions for them to click on to go to our website. We’ve found 3-4 links generally increases CTRs.
Emojis are a must as you will see a nice bump in CTR. We use Emojipedia.com to get ours. You simply copy and paste them right into the ad copy.
As you can see in the example above, we used a thinking emoji, arrows, a home, and if you could see the rest of the ad, you’d see a bunch more.
For the headline, we like to use [ ] Brackets to sell them on what they’re getting when they click.
In the ad above, we wanted to focus on the “Free Workshop”
Brackets tend to get higher CTR’s everytime we test them.
If you’re doing a Lead Gen campaign, I highly recommend you choose the button “Sign Up” as it signals intent for what they’re going to do.
Whenever we’ve tested “Sign Up” against other buttons (Learn More, Subscribe, etc..) Sign Up has always converted better.
Finally, make sure you’re using UTM Values to track your campaigns, we use https://ga-dev-tools.appspot.com/campaign-url-builder/ to build our links.
So if your advertising on Facebook, the interest is Russell Brunson, and the Creative is Video of a Dog, you would add this line of tracking to the URL Parameters section of Facebook Ads:
Now you can use Google Analytics, ClickFunnels, etc.. to track where your best buyers are coming from.
You need to be tracking, if you’re not, there’s no way you’ll ever scale.
If you want more in-depth tracking, we currently use WickedReports to integrate right with our CRM, Facebook Ads, Google, and our Merchant Accounts.
It’s the best tracking solution I’ve found for people running their own business, nothing ties everything together like WickedReports.
Want my team to create all of your Video Ads, Ad Copy, Setup your Tracking with WickedReports and Scale your Business?
Scaling Facebook Ads
When most people go to scale Facebook Ads, the results tank, because the average marketer just doubles or triples the budget and the cost per acquisition doubles or triples as well.
The reason this happens is because you’re throwing Facebook’s algorithm off, their algorithm is set to get you the greatest amount of results in that specified budget, after the initial learning, Facebook has found the ideal people to target your ads too to get you the best results.
When you double the budget, it has to go out there and find new people all over again, and it puts it back into the learning phase.
How We Scale
There’s two ways that we scale:
- Raise the budget by 20%
- Duplicate the ad set with a higher budget
When you raise the ad budget by 20%, it doesn’t throw Facebook’s algorithm out of whack, the CPA should stay the same. If you’re running a $100 a day ad set, you would simply raise it to $120. If you’re running it at $20 a day, raising it another $5 is fine.
Now if you want to scale faster, you will have to duplicate the winning ad set with a higher budget, so you might have a winning ad set at the $25 level and you want to go higher, simply duplicate the ad set at $100, and make sure you use the same Post IDs to keep the social proof.
We personally like to have more lower budget ad sets, then a couple of high dollar ones. So I’d rather have 10 x $50 ad sets, then 2 $250 a day ad sets.
The reason is, Facebook is looking to get you the best bang for your buck at that specified budget, when you go into higher budgets, it will go broader and the CPA tends to go higher.
Traffic Source: Google Display Network
We love using Google Display Network for retargeting as GDN has over 2 Million Website and reaches 90% of the people on the internet.
First things first, make sure you have your Google Remarketing and Google Analytics code on all of your sites that you want to advertise. Even if you’re not ready to use GDN, it’s good to be building these audiences right now and not wait.
There’s a couple audiences we love retargeting:
- Website Visitors who have stayed on the site for more than 10 Seconds (You can do this with Google Tag Manager)
- Website Visitors who have spent more than 3 Minutes on your site
- People who have watched 50% of VSL/Webinar or Have went to the Add to Cart Page
There’s other audiences you can retarget as well, but these are the initial audiences we focus on when we launch a new funnel or take on a new client.
Text or Banner Ads
There’s two types of ads you’re going to be able to launch on Google Display Network:
- Text Ads
- Banner Ads
Text ads are going to get a lot more volume and are the first ads we go with as you can simply add an image and some text and be up and ready to go. They are form fitting, so they get a lot more volume then just regular banner ads.
When you run your text and banner ads, make sure you put them in separate ad groups, or the Text Ads will get most of the volume.
Here’s what Text Ads look like:
Banner Ads are ones you will have to create, we generally like to run 300×250, 300 x 600, 728 x 90, and 336 x 280.
If those work well, we will then create the rest of the banner ad sizes and run them.
Here’s some of the Banner Ads we run on GDN:
We have found that black banner ads usually get a higher CTR, so we test those first. If you want an easy way to create multiple banner ads, check out BannerSnack.com.
Just by adding retargeting on Google Display Network, we were able to decrease a client’s cost per lead by 47% and their cost per sale by 23.4%.
The client was bringing in all of their traffic from Facebook, and as soon as we added in the retargeting audiences, we started picking up a ton of cheap sales, his prospects started seeing the clients face and product everywhere and all of his campaigns started doing better as a result.
Want my Team to Help you Setup your Google Display Network Campaigns and start Closing People that are on the Fence?
Traffic Source: Google Search
People are extremely skeptical nowadays, a good percentage of people who watch your webinar, go to buy your product, etc.. will do a search on Google to check reviews, find more info on your page.
Wouldn’t it make sense to have an ad for your brand name, name of your product and anything else you felt that a prospect would search before purchasing?
Of course it would.
Setup a campaign with the top 3-5 keywords people would search on your brand name, so if it was us it would be:
- Mike Buontempo
- Partner With Mike B
- Digital Marketers Vault
We set our bid to $1 – $2 depending on the competition, then we will set a $10 a day budget. If you have a serious amount of traffic coming in, you can set this even higher, to $50 – $100 a day.
Lots of people search for a company on Google before they purchase, especially a big one, I do it, you most likely do it, so make sure you have ads that are the first thing that they see, or a competitor is going to get all that buyer traffic.
Traffic Source: YouTube Ads
YouTube ads are a different animal entirely from GDN and Facebook and the reason is because your prospect is in a different state of mind then the other platforms.
They’re in a consumption state where they are watching videos, so your CTRs are going to be lower than FB and GDN on average.
We generally see a higher cost per lead then Facebook as well. (Except when you really dial in your keyword campaigns, which we will go into, in a bit)
That’s the bad news, the good news is the LTV of YouTube Leads are higher due to that very same reason. They really have to be interested in your product in order to click away from what they were doing to go check yours out.
Some of our best results come from clients with Webinars due to your prospect being in a consumption state, we generally see a 40% higher consumption rate from YouTube Prospects because they’re coming from watching videos already.
Our favorite campaigns to run for ourselves and clients are keyword campaigns as they are highly targeted to whatever you’re selling.
One of our clients has a Real Estate Investing Course and we are seeing leads for as cheap as $3 from specified keywords.
The key is to think of a big keyword that would apply to your product, so in this client’s case it was “Real Estate Investing”
When you pop it into the keyword suggestions part of the campaign, it will spit back 50 – 100 more keywords, we generally will add all of those keywords into the campaign.
We generally want to add at least 500 keywords at the least to the campaign, and then after 3 days start to pause the ones that are getting clicks but the cost per acquisition is way too high.
The keywords that are doing well, we will simply just raise the bid to start getting more views from them.
We like to start our keyword bidding at .50 a view to start, and generally your cost per view is going to be around .09 – .10 anyways. When we find a keyword that is bringing in quality leads, we will bump the bid up to $2 to monopolize most of the views.
If the keyword/keywords still continue to do well, (Hitting Cost Per Acquisition Goals) we will break them out into their own campaign so they get the majority of the traffic.
Usually you will find 5-10 keywords that do a lot better then all of the others, take these and create a new campaign with them specifically.
Let the other campaign run and try to continuously find keywords that hit your target KPI’s.
Retargeting on YouTube is another easy way to pick up cheap profitable sales. Especially if you have an offer that costs a good amount of money ($497 – $50,000)
You’re able to now follow around your best prospects with Video Ads all around YouTube, which is great for branding and actually make sales.
We use the audiences we mentioned above for Facebook to run Retargeting too.
Here’s an example for a new client we just took on and how we’re building out his audiences for YT Retargeting:
- People who have spent more than 20 seconds on his main front end page, excluding buyers
- Buyers who have purchased the front end offer, but have not bought the upsell
- All Visitors and Buyers who have bought his front end product retargeting to a new offer they just launched
These three audiences are going to be low hanging fruit because the client isn’t currently running any YouTube retargeting to these prospects and buyers.
If you’re not running YouTube Retargeting back to your best prospects/buyers to get them to purchase from you, or purchase more from you, you’re leaving a ton of money on the table.
Want My Team to Do All Of This For You?
If you just read this whole guide, you probably can see you’re leaving a lot of money on the table by not implementing just some of these strategies.
Between the Facebook Retargeting Strategies, Google Display Network, and YouTube there’s a ton here. Just adding a couple of these strategies into the mix could be the difference between losing money every month on advertising, and making 20 – 50% ROI on day 1.
It could mean the difference from doing $10,000 a month, or doing $100,000+ a month consistently because you have all of your bases covered.
This is what my team specializes in, we run Paid Advertising for a living and we live and die on our clients return on investment.
We setup all of your tracking with Google Tag Manager, create dynamic retargeting audiences based on what your visitors have done, and then run your ads across Facebook, YouTube, and Google.
So if you want my team to take a look at your current sales funnel, and give you a whole plan to scale it up with or without our help, then you need to book a call on our calendar below.
The call is completely free and you’ll leave the call with a whole plan on how to scale your advertising, if we feel like you’d be a fit for our services, we’ll ask you to become a client, if not, you can take our strategies and implement them yourself.