2 Huge Lessons Learned From A Failed Facebook Campaign

In this episode, I walk you through a new Facebook campaign I
recently launched, which failed. We were testing out a new concept
(which worked beautifully) but the actual campaign didn't do well.
I walk you through exactly what it looked like and most
importantly, why it DIDN'T work and what we're changing for round
#2 to make it work like gangbusters. Enjoy!

Resources Mentioned

www.JeremyReeves.com

Want To Work With Me?

Visit http://www.JeremyReeves.com or email me at
[email protected]

Enjoy!

Transcript:

Hey, what is going on guys and girls, Jeremy Reeves here again
with another episode of the sales funnel mastery podcast. Today, I
am going to tell you about a giant mistake that I made last week,
right. So, everybody you know, I kind of decided to do this podcast
because everybody always talks about the amazing things that they
did you know. They only talk about things that are going well you
know.

So let me -- I will kind of throw it in there real quick. I
actually just got a testimonial from a coaching client of mine. We
did a funnel day, kind of map out the funnel and then she
(inaudible 0:38.5) coaching client to kind of you know, put the
funnel together and she actually just emailed me over the weekend
and told me that that new funnel is now converting 3 to 5 new
customers every single day to a $350 product, so that is, whatever
that is, like $1300 a day from nothing before that, and it is
consistent too because it is through an automated webinar. We have
this whole sequence set up. So I am pumped about that. So that is
-- we will start off on a good note there.

So what I would like to talk about is a huge mistake that I made
with one of my own campaigns, right. So, if you are on Facebook
maybe you saw one of my ads recently. I just post a campaign this
morning. Essentially, what it was, was Facebook ads to a report, my
top 10 resources and tools that I used to build sales funnels,
okay. That was the free PDF download and then after that it was a
$7 upsell to my 9 Growth Hacks for sales funnels, right. So 9 you
know, funnel hacks if you will, right.

And then after that was an upsell for copy templates, okay. So
that is the funnel, alright. So, I want you to think for a second
about why that funnel is a terrible funnel, okay. I put this
together really fast, I was testing a concept, that is why I put it
together really fast. I think we put it together like 2 hours. It
was just stuff that I already had, kind of just threw it together,
you know, threw some Facebook traffic, couple $100, Facebook
traffic and I was testing something else. So it was not really like
anything they put any thought into. It was more of a concept that I
was testing, but I want you to think of that and think of the
funnel and I want to see if you can figure out what the problem
was, okay. So again, Facebook ads okay, to a landing page and opt
in page that gave away a free report and that report was the top 10
tools and resources that I used to build sales funnels.

The first product was 9 Sales Funnel Hacks, okay.

So think about you know, think in your head what might be wrong
there, okay. I am going to give you a second to think about that
and then I will tell you what went wrong and I will tell you some
of the stats too.

Okay, so a couple of seconds. So did you come up with anything?
Did you figure out what the problem was? So basically, if you think
about it -- so let me start with -- I am going to give you an open
loop here for a second, let me give you cliffhanger and I am going
to tell you some of the stats first, right.

So Facebook ads were doing well. Not usually relevant and I
think that -- I think the relevancy scores maybe -- I think it was
like 4.5 something like that, not great. I was paying $2 a click,
so not great, alright on the relevancy side of things.

And that I think was because, I just threw some -- again, we are
just testing a really quick concept. I just kind of wanted to see
how it played out. So I did not put a lot of time into thinking
about the audience, alright. It was just a whole bunch of internet
marketing gurus and you know, things like that.

Actually we are testing a new thing with Facebook ads and that
actually work out well.

So that was kind of okay, you know. If I had somebody else doing
it for me you know, which normally I would then it would do better
and if I actually put some thoughts into it, you know, the
relevancy score would go away up the cost per click especially with
would come way down you know, $2 cost per click is way, way too
much you know, it should be a $1 or less really.

So that part was kind of okay for this test, right.

The conversion rate was about 50%, alright. So that was awesome
because we are getting $2 of click, we are getting roughly $4 cost
per lead, alright and you know, and the various ads had different
metrics, but that was like kind of the overall.

The one that had most of the traffic was about 350. Another one
was about I think it was about 5 and average about $4 cost per
lead, alright, which you know, $2 cost per click, $4 cost per lead,
gives you 50% opt in rate.

So that of course was great, alright. So 50% opt in rate to the
report offering you know, the resources and tools that I used to
build funnels.

So I got -- I think it was 75 people threw it and my goal -- now
let me bring you up, let me pull up my thing here. This is what we
needed to break even, okay. So this was going to be a campaign that
we want to break even. I do not want to profit on it. I want to
break even because I want to get new customers and essentially
build my list and generate customers for free, okay, that is the
whole purpose of this campaign, it is kind of the end game, it is
something that I want to scale and spend you know, like $1,000 a
day on or something like that you know, that would be, whatever
that is you know, 500 new leads a day, something like that.

That is kind of where I want to take this and you know, I would
not be able to -- if I am going to scale it basically the further
you scale, the less profitable you are going to be. So essentially,
I want to break even on the first transaction, alright. That is the
whole goal of this and to do that I made a little calculator and
what we would -- the numbers we have to hit are $2.50 cost per lead
okay, that is achievable considering we already hit $4 and the you
know, the cost per clicks for like $2.

So I could easily get that down to you know, $1 and get whatever
like a 40% opt in rate and that would give me a cost per lead of
$2.50, roughly.

So and then we will do a 1000 leads total let us just say it is
a day or month or whatever it is. So tripwire price $7 and an
upsell for $97 and if we get a 10% upsell on the tripwire so 10 out
of 100 people buy the $7 product and then 2 out of every 10 of the
tripwire buyers by the upsell, alright.

Very realistic numbers if you have the right offer and the right
relevancy and the right targeting all that kind of stuff, that
would essentially bring us to break even, okay.

The revenues spent or the whatever it would be, the cost per
lead would be $2.50, the value per lead in that scenario would be
$2.64. So that is basically an ROI of 106% so it is just above
break even.

Those are the numbers that we are trying to hit with this new
campaign.

Now, what was the ROI? ROI was 0, right. So we ran 75 leads
through the campaign and got 0 sales. Now, remember, we got 50% opt
ins in the front end, that is great, it is more than where we
wanted to be so that is awesome.

We got 0% to buy the tripwire, okay, and by the way, this is
only stats like immediate, they have not gone through the email
sequence so we will get some sales, but it is not even near where
we need to be because we need to be at 10% tripwire conversion, so
I should have had 7sh sales by now or at least maybe like 4 and
then let the email you know bring in the other 3 right.

So here is the reason why this one did not work, right. The
reason is because of relevancy, okay. Actually, the reason is
because of its relevancy and a problem, alright. So there is
basically 2 reasons.

Number 1 relevancy. The thing we are selling is not relevant to
why they join in the first place, okay. So they are coming on to
the list opting in for resources, okay and then we are saying, hey,
here are our sales funnel hacks you know, it is kind of a very --
it is a little bit of a generic product. It is actually really bad
ass product for $7, you should go buy it from the website. It is
really, really, really good for you know, I mean for you know, for
a $197, but the topic of it is very generic. It is not very
specific to solving a very specific problem okay, and when you are
marketing especially on paid traffic, you need a very relevant
problem to give very specific solution you know, to that problem,
alright.

So the problem was number 1, the relevancy between the opt in so
the PDF that we are given away and the product, alright. So if you
are looking at your funnels and you are having trouble with that,
look at the relevancy between step 1 and step 2.

So that was the first problem, but the -- I think the bigger
problem here is that we are not attracting people with a specific
problem, alright. So if you think about it, you know, the opt in --
everybody likes tools and resources and stuff like that, but think
about the person who -- think about the people who are retracting,
right. There is nothing wrong with them you know, specifically, but
in terms of trying to sell them something we are not giving a
solution to a specific problem okay. So they are downloading tools
well, I mean what problem do they have. They are not dealing with
anything specifically. So anything we offer to them is going to be
like, you know, whatever, you know, they may or may not be dealing
with that problem and you know, not only are we giving -- not only
are we not giving a specific solution to a specific problem, but
they may or may not even be having a problem and we are trying to
sell them a generic product, alright. So you can see on both sides
the opt in and the product that we are trying to sell are not
really relevant to each other. You can make a case for it but they
are not you know, specifically congruent to each other, not
specifically relevant to each other and were attracting people that
are not dealing with the specific problem that we can then solve
for them, alright and that is why this campaign failed, okay. And
again, you know, this is not normally -- I kind of did this to you
know, show you guys and I realized it is kind of putting me in a
bad light, but again, we put like 5 minutes of thought into this.
It was like, hey, what do we have, let us just throw it together
because we were testing a different concept, right, and so we were
not really even looking for the results. We are kind of just
testing something out that I cannot really reveal it yet.

So the concept that we were testing actually did work. So we got
a win out of it, but you know, I saw the results on this, I just
look at it this morning and I wanted to show you guys number 1 that
you know, if you are listening to somebody that is teaching you
about marketing, they should be telling you what they are doing are
wrong too, because I know that for me, and I am sure for you too,
all of your biggest lessons that you have learned come from your
mistakes, right, not from your wins. It is always the mistakes that
lead to the lessons.

So I wanted to show you this one and really to help you because
a lot of people especially with paid traffic, it is hard to get to
work you know, paid traffic and so you have to do a lot of testing
and tweaking and you know, all kinds of different things.

So if you are doing paid traffic you know, the big thing with
paid traffic is you need -- you cannot be going to and reaching out
to a general audience. You need to be going out and offering you
know, picking segments of your audience and giving them a very
specific solution, alright.

So the campaign that we are putting together now is for that. It
is actually going to be for emails you know, so it is going to be a
whole you know, a whole solving email problems essentially. I would
not go through the whole thing yet, but that is essentially what is
going to be. It is going to be a very specific problem, very
specific solution, it is going to be a very logical kind of chain
of products you know, that we are going to do and I can pretty much
guarantee you that is going to be 10 times better than this
especially considering this one did not make any sales. Now again,
(inaudible 13:28.1) 75 leads you know, we really do not have enough
to see but you know, again, we were just testing a different
concept, but I thought it was a good mistake, a good lesson for you
guys and girls to work.

So yeah, so that is it. I hope this helps you make 1 last
mistake in your business. I am actually going to go to the drawing
board a little bit later in my day today. It is gorgeous here in
Pennsylvania, so I am actually going to be mapping out the next
funnel later on today, you know, going to take out a cigar, you
know, take my white board, take it outside, have a cigar and lay
out the whole thing. That is what I do when working with clients is
lay out because you need you know, you need the specific problem.
You give them a specific solution you know, kind of take them down
to funnel and that is what I normally do with clients. This time,
you know, I am just testing on something real quick.

But anyway, I hope that helps you. If you would like to chat
about doing one of these funnels for your business whether it is
you know, converting to your existing audience, whether it is
taking your existing funnel and making it thousand times better,
this is kind of like what we specialized in is taking something
that is already working well and making it just completely taking
it to the next level. That is kind of like what we did with
Melissa, who is now making $1300 a day from her funnel you know,
which before you know, we started working together, she was doing
actually, I will do a separate case study just on her once I get
her approval on everything. I can kind of walk you through the you
know, everything that we did for you know, it was a pretty bad ass.
She is a bad ass entrepreneur, but anyway, I hope you enjoyed this
and reach out if you are interested in chatting about a funnel,
otherwise, if you are enjoying this podcast by the way, everybody
you know is telling me you know, what an amazing podcast is because
I just laid it out there, I am honest, transparent and I know you
guys like that. I know you guys like that I actually deliver value,
believe it or not you know, a lot of podcast it is all about you
know, they bring on interviews and it is all about their stories
and all that freakin crap. So you know that and we do not do that
here.

So if you are enjoying this podcast, you know, tell all your
friends about it. It is shred on social media. Give it a review
that is the big thing here. That will lead to a bigger growth for
the podcast you know.

So anyway, I hope you enjoyed this and I will talk to you
soon.