Join the experts to learn the tactics and results of how DigtitalMarketer launched its latest product using Facebook ads. You can use this strategy for both physical or informational products, no matter your budget or the size of your email list.
In this case study episode, we’ll detail how many ads DigitalMarketer ran, how much they spent, what their follow-up ads were like, how they got people to consume each Lead Magnet, and more!
IN THIS EPISODE YOU’LL LEARN:
- Why splitting your acquisition budget evenly between your Lead Magnets is a mistake.
- The copy and the call-to-actions we used to generate 10,000 leads in nine days (« so you can gain inspiration for your copy).
- How we used Facebook Live to overcome the questions and the doubts people had about the product.
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Your Digital Marketing Strategy Template (AKA The Customer Value Journey)
Launch Grid Home Page
Launch Grid Checklist
Facebook Lead Magnet 1:
Consumption Video Ads:
Facebook Live Video to Overcome Doubt:
Launch Grid Campaign Budget: 90% of the budget went to acquisition and lead generation, with the final 10% spent to overcome doubt and create scarcity.
Acquisition (9 days set on lifetime budget optimized for website conversions):
- 5 ad sets to cold audiences of $7,000 each; each ad set was 12% of the budget
- 1 ad set to warm audiences of $17,000; 30% of total budget
Consumption Ads (7 days on lifetime budget optimized for video views): $1,000 on Lead Magnet 2, $1,000 on Lead Magnet 3; 3% of budget
Overcome Doubt Using Facebook Live (7 days on lifetime budget, optimize for video views): $2,500; 5% of the budget
Scarcity Ads (7 days on lifetime budget, optimize for website clicks): $1,500; 2% of budget
Episode 57 Transcript (swipe the PDF version here):
| Keith Krance: | Welcome back to Perpetual Traffic, and we have the PT gang back. Ralph, Molly and myself again. How are you guys doing? |
| Ralph Burns: | What’s up? |
| Molly Pittman: | Awesome. I’m happy to be here. |
| Keith Krance: | Glad to have Molly back. Good stuff, good stuff. |
| Molly Pittman: | I know. You guys kicked ass last week but I missed being on. |
| Keith Krance: | We missed you. We missed you hanging at the Cabana last week. |
| Ralph Burns: | Oh, yeah. It was swank. |
| Keith Krance: | It was a good time. |
| Ralph Burns: | It was swank. |
| Keith Krance: | Good times, yeah? |
| Ralph Burns: | The Kardashians were in the bar and Kobe Bryant was across the pool from us. Somebody told me. |
| Keith Krance: | According to the waiter, he was there a few weeks before us, trying to recruit some other NBA players and free agencies. |
| Ralph Burns: | That’s what I told my kids, so we’ll stick to that story, by the way. |
| Keith Krance: | One thing the waiter said was he goes, “Kobe Bryant, when he speaks people listen. He has a really deep voice.” |
| Molly Pittman: | It’s like us, right? |
| Ralph Burns: | It’s like you, Keith. |
| Molly Pittman: | Yeah. |
| Keith Krance: | Since we missed Molly last week, we’re going to make her do pretty much the entire episode today. We’re going to be talking about how DigitalMarketer ran Facebook ads for their recent launch, and how they did it for The Machine launch. They just finished the launch, so Molly, tell us what you’re going to talk about today. |
| Molly Pittman: | Absolutely. We’ve crafted a formula at DigitalMarketer for how we launch a product or a business. Obviously, there’s a traffic plan that comes along with that, so today I’m going to go through really exactly how we launched our last product, the Launch Grid, which is about launching products. We’ve also used the same formula to launch products like The Machine. I’m going to go through how many ads we ran, how much we spent, what our follow-up ads were like, how we got people to really consume each Lead Magnet. Hopefully, this will be a good case study for you guys, that you can use in your own business. |
| Keith Krance: | A lot of people are rolling out new products and wondering whether they’re doing a big Jeff Walker product launch style, or if they’re just rolling out a new program, or new add-on to their product, or physical product, whatever it is. You’re going to basically walk through exactly what you did using numbers as well as percentages, right? |
| Molly Pittman: | Exactly. |
| Keith Krance: | I’m excited. I’m excited to learn about it myself too. |
| Molly Pittman: | Cool. |
| Keith Krance: | Yeah, let’s get right into it. Tell me what were you guys doing? What was the plan? What was the product? |
| Molly Pittman: | Absolutely. Just a side note, this works whether you have a list or any owned media, pixeled audiences that you can promote your launch to or not. As I go through this, you’ll notice that most of the traffic that we bought really was to people that had never heard of us before. Launches are a great way to grow your business, and of course, this strategy isn’t just for people that already have a big email list or a big following. |
| Keith Krance: | Or joint ventures. |
| Molly Pittman: | Exactly. Exactly. Yeah, we didn’t use any affiliates. Really our two traffic sources for this launch were Facebook and our own email list. Total transparency, I’m absolutely going to share how much we spent on each campaign, but I’m also going to share percentages. If you’re overwhelmed or underwhelmed by the amount that we spent, no worries definitely pay attention to the percentages, and that way you can do the math backwards and figure out how much to spend for your own budget. |
| Just to start off, this was a traditional Jeff Walker style launch with three Lead Magnets. We released the first Lead Magnet, promoted that for three days, then we release the second one, promoted that for three days, release the third, promoted that for three days. Then we opened the cart and started selling the product. Again, just to reiterate, these Lead Magnets were there to help educate and to really spark interest in this product that we’re about to launch, at launchgrid.com. Really what we did was pretty simple. | |
| It all started with the first Lead Magnet. Mistakes that I’ve made in the past with The Machine launch, for example, is that I took my budget for acquisition, for getting people to opt-in for these Lead Magnets, and I split the budget evenly across the three Lead Magnets. I thought, “Okay, I’ll run this amount of traffic to Lead Magnet One, this amount to Two, this to Three, but if you really take a step back and look at it, you want as many people to opt-in for that first Lead Magnet as possible. Because that’s really the entry point for this offer.” | |
| If someone’s coming in on the third Lead Magnet, they might be a tad confused because they don’t have the information from Lead Magnets one and two. For this launch, I did change that and I put our whole budget for acquisition, our entire budget for acquisition for this launch, into Lead Magnet One. Lead Magnet One was a launch checklist, so basically a checklist that you can use before you launch a new product or a new business. Full transparency, we spent $58,000 total on this launch, but 52,000 of that was actually spent to acquire leads for the Lead Magnets. 90% of our budget, 90% of our launch budget was spent on campaigns that were driving traffic to Lead Magnet One. | |
| Now, the way that I split that up, is I actually had six different ad sets. Five of the ad sets were cold audiences, as we would call them. People that have never really heard of the brand before, but I did a lot of research to make sure that we were targeting audiences of people that would be interested in learning how to start a business, or how to launch a product. Magazines, like entrepreneur magazine. We targeted people like Daymond John and Gary Vaynerchuk, people that really are attracting these entrepreneurs that want to learn how to launch a business, launch a new product, or a new product line. | |
| We had six different ad sets, five of them were to cold audiences, and each of those had a $7,000 budget a piece. The last ad set, ad set six, was to our people. If you don’t have any owned media like we talked about earlier, you would just want to add an extra ad set to cold traffic, but the six ad sets we were targeting people on our email list, people that have visited our website, people that have watched our Facebook Live videos, and that had a budget of $17,000. The reason for that is, we know that these people are highly qualified, they know the brand, the audience was a little over a million people, so I really wanted to make sure that we reached as many of those as possible. | |
| When you’re going back to look at your budget, and when you’re looking at the media that you have to work with, adjust the budget for that ad set based off of how many people you have to retarget, how many people you have in that warm audience. | |
| Keith Krance: | Exactly. People all the time ask what percentage of my spend should I allocate towards my warm audiences. What I always say is, as much as you can spend basically. |
| Molly Pittman: | Absolutely. |
| Keith Krance: | Those are your warm people, and if you’re doing a launch, if you’re doing something like that, I’m sure if you could have spent more in that short period of time you would have on your warm audience. |
| Molly Pittman: | Absolutely. They obviously were our lowest cost per lead, and at our conversion rate, when actually asking to go buy the product, we wanted to make sure that we use this launch as an opportunity to get new blood into the business too. Just to recap that, really the first part of this is driving traffic to Lead Magnet One. We ran a website conversion campaign, we optimized for the success page, so the page that they hit after they opt-in, we ran this campaign for nine days on a lifetime budget. That’s really important. A lot of times we recommend daily budgets, because it’s easier to scale evergreen campaigns with the daily budget, but this was lifetime because we only had a certain time period to run these ads. |
| We saw great results, because Facebook knew not only how much money they had to spend, but they also knew how much time they had to spend it and the audience size that we were targeting. They could do the math and say, “Okay, here’s how much we have to spend till we’re going to be able to reach this many people in this amount of time.” We were able to generate a really low cost per lead using that method. Just to reiterate that, we had five ad sets that were going to different cold traffic audiences between about half a million to two million in each audience, and each of those had a $7,000 lifetime budget over the nine days. Then we had that sixth ad set that was $17,000 that was targeting our people over those nine days. All on a lifetime budget, all optimized for the lead. | |
| Keith Krance: | Okay. That was my question. Was it 7,000 times 5, for the five ad sets on cold audiences for the whole period of time during the pre-launch, right? The nine-day period while you’re promoting Lead Magnets one, two, and three, so you’ve spend about $35,000 on the cold audiences for those nine days, to your three different Lead Magnets? |
| Molly Pittman: | Just to the first Lead Magnet. |
| Keith Krance: | Just to the first one? |
| Molly Pittman: | Yeah. Because if we’re running traffic, that’s what I learned from that first machine launch, if you start running traffic especially cold traffic into Lead Magnet Two and three, and they’re not familiar with what’s going on … |
| Keith Krance: | They don’t get the whole story. |
| Molly Pittman: | They get lost. Yeah, they don’t have the whole story. We ran all of this traffic to that one Lead Magnet and we actually used the same ad the entire time. If you go back on the DigitalMarketer page a few weeks, you’ll actually see this ad for the launch checklist. It started as a post on the DigitalMarketer page, and it simply says, “If you’re planning to launch a new product, a new brand, or relaunch an existing product in the next 12 months, we made this for you. It’s a brand new three-part mini class on how to failure-proof any business or product launch.” |
| Also included is a launch checklist, so you don’t miss a thing during your launch. The image has a checklist on it, it’s got a nice button, it’s got the launch grid logo, and the headline was simply, “How to failure-proof any business or product launch.” Because I knew these were only going to run for nine days, and that they wouldn’t really have the time to develop the social proof they needed to keep that relevant score high, I just created this one ad that started as a post on the DigitalMarketer Facebook page. In each of these ad sets, instead of creating a new ad, I just selected that post from the use existing post button, and that way it aggregated all of this social proof on this one ad. We were able to keep our relevant score high. | |
| We had a little over 2.5 thousand reactions, 647 shares, 134 comments, so a lot of engagement on this one ad, although it was going to warm traffic and cold traffic. Which I think was great because people that didn’t know us were able to see comments our loyal fans made, you know, “I can’t wait. This was so exciting, great information,” so I’m really, really glad we did this first part of the launch in this way. | |
| Keith Krance: | Okay I love it. Talking about the offer itself, I mean how did you guys sort of reverse engineer what you knew could get a lot of people sort of get stuck on this. It’s a question that we answer a lot is, you figure out what your product is and then you sort of work backwards as to what your front facing offer will be, or hook will be. Take us through maybe a little bit of that, and how you guys brainstormed this whole thing out, to get people to self-identify, but also be … Once they self-identify give them a chunky piece of content which is obviously what you guys do, and then transition them into the sale. How did you guys do that? |
| Molly Pittman: | Yes. The course is, how to launch your business, product, or product line, so it’s pretty broad. Creating these Lead Magnets, it took some creativity and I think that’s why the launch checklist was a great hook. Even though I mentioned, “Hey, you’re going to get this three-part mini class, they’re going to get three videos, you’re going to get all this information,” the hook that we used on this first ad was the launch checklist. The reason we did that is because it’s a Lead Magnet that’s tangible. It’s not just free information that you would find on a blog somewhere, it’s an actual checklist that you can print out, staple next to your desk and use. If you can give something away that people really view as tangible, whether it’s templates or a checklist, recipes, a calculator, anything that people view as tangible and super useful, giving their email address will be no big deal in exchange for this thing. |
| Ralph Burns: | Right. But they don’t have to like, “Oh I don’t know who this guy is, I’m not sure if the information is going to be good.” They don’t have to like trust you, or know you, because they’re not signing up to watch something or read something. They’re signing up for a tool, like something they could just use right now. |
| Molly Pittman: | When people see, you know, “Oh this is going to be a free course,” it sounds like a lot of work. That’s why giving away eBooks, we sort of frown upon that, because sitting down and reading an entire book sounds like a lot of work. If you’re able to use the checklist or a template it’s much more enticing for the end-user. I think that’s why this works so well, running all of this traffic to this launch checklist, and then once they opted in … There were training videos there that were free, and they explained how to use the launch checklist. Then they progressed into more information about the customer value journey of your business. Ryan Deiss was really able to go in depth and really give value but also tease this amazing content that’s in this product, all by starting the conversation at, “Hey, do you want this launch checklist?” It was a great offer to take to cold traffic. |
| Ralph Burns: | A lot of you might be thinking, “Well, I have to have people consume this thing.” This is how I set up to sell my whatever product, or widget, or program. |
| Keith Krance: | What Ryan is a genius doing is, just figuring out a different way to frame it, and adding something that’s more consumable, or that’s more like a tool checklist type of thing that’s super easy. You can still have the same exact content you want people to consume. |
| Molly Pittman: | Absolutely. If you go to launchgrid.com/your-launch-checklist, you don’t even have to opt-in, that’s the first delivery page of this launch. You’ll be able to see the three different Lead Magnets that we used here and do some more research there. That was a great question because obviously, you have to have a good offer, you have to have something that people want, or this traffic strategy isn’t going to work. |
| Ralph Burns: | It’s interesting because a lot of people would say, “Well I’ve got a mini class, that’s great. That’s my Lead Magnet,” but in fact it’s not. Because we see it all the time, is that a video series and Keith we’ve got lots of examples of this that we’ve worked together on, where a four-part video series, you’re like, “That’s my Lead Magnet.” No. That shouldn’t be your Lead Magnet. |
| Keith Krance: | That’s your bosses’ bonus. |
| Ralph Burns: | That’s your bonus, which you know, we figured that out kind of early on, the one chunky piece of consumable content you can boil everything down, and then identify your avatar with that one thing, is a checklist. Then the videos help explain it, help introduce Ryan obviously, and then slowly over time sell the program. I think it’s really important for people understand that, because that’s what makes you successful on any ad medium, whether it’s Facebook or otherwise, is a really good hook and you guys have it on this one. |
| Molly Pittman: | We will put a screenshot of this ad in the show notes at but the most important elements of this ad really were, if you look at the copy that we lead off with, if you’re planning to launch a new product, a new brand, or relaunch an existing product in the next 12 months, we made this for you. We’re calling out the audience without saying, “Hey, are you a business owner? Are you this?” Because we don’t know who they are exactly, but we know the end result that they want. We know what they’re looking for. We were able to really call them out in the ad copy, and then the image is really focused on the launch checklist, right? That’s what catches their attention. |
| We also mentioned in the copy, it’s a three-part mini class on how to failure-proof any business or product launch. Calling out the audience, really speaking to the Lead Magnet, that thing that’s going to catch their attention which is the checklist here, but also mentioning that this is going to come with a three-part mini class, so definitely go check that ad out. We use this same ad for every single campaign, and just to reiterate, guys, so that you know the breakdown, and in the show notes, we’ll also put this into writing, so that you can visually see what we spent on each aspect of this acquisition part of the campaign, but as a whole, this was 90% of our spend. 90% of what we spent to promote this launch went to acquiring leads for Lead Magnet One. | |
| There were six different ad sets, five of them went to cold traffic, we spent $7,000 a piece on those, which was 13% of the budget apiece. Each of those add sets accounted for 13% of our total budget, and then the ad set to our people, we spent 17,000, which was 30% of our total budget. Again, all of those ad sets were set on lifetime budgets, we ran them over nine days, and they were all running traffic to that one Facebook post, so that we could really build social proof on there, and increase are relevant score. | |
| Keith Krance: | Okay, so I want to break down some numbers here for people, so we can ratio it out. How many leads did you generate for this period of time? |
| Molly Pittman: | We generated a little over 10,000 leads. |
| Keith Krance: | Let’s say somebody was on a smaller budget, even if there at 10% of your budget, and they spent you know 700 over those nine days on the cold audiences, and 1700, so they spent maybe $2,400 total over a nine-day period of time, that would be a thousand leads, which is a good amount of leads. That are in a situation with scarcity and an offer that’s going to expire and event-base. |
| Molly Pittman: | Yeah. That’s why I wanted to share the percentages, so that you guys can really think about how this works for your budget. Two years ago, I would have never have spent this amount of money on a launch. I did it this time because we had proven it in the past, I knew it was going to work. If your budget is $1,000, if your budget is $5,000, that’s really why I wanted to give you these percentages, so that you know how we really split everything up. Overall, 90% of our budget was used to acquire these new leads. The reason for that is that email is going to do a lot of the work after this. Email is really going to get them to consume the other Lead Magnets. Email is going to let them know that the product is now open, that the cart is about to close, but that doesn’t mean that we didn’t run ads for those events too. |
| The other 10% of our budget was spent on consumption, overcoming doubt, and scarcity. The rest of our budget, 90% was spent to acquire leads on Lead Magnet One, and the rest of the money, that $6,000 and more, were spent on overcoming any barriers, consumption, and scarcity. I’ll dive into those three. The first one that we did, the consumption ads. These are really, really easy but they’re super powerful. Once you start to release Lead Magnet Two, and Lead Magnet Three, it’s really important that you run ads to people that opted in for Lead Magnet One, to get them to consume the other Lead Magnets. Because if they don’t consume the other Lead Magnets, they’re not going to be very likely to actually buy the product, right? You really want them to consume the rest of the information in this mini class. | |
| For consumption ads, we spent $1,000 on Lead Magnet Two, and $1,000 on Lead Magnet Three, so total that was only about 4% of our budget. These ads were really simple. I’ll also include these in the show notes, but I simply uploaded the video that was on the page for each of these Lead Magnets, and I uploaded those as a video ad. The reason I did that is because we know that these people already consumed Lead Magnet One, we already have their email address, we want them to watch videos two and three. I don’t care if they’re doing it and Facebook, if they’re doing it on the page, and in email, I just want them to watch this video and listen to Ryan. | |
| The headlines of these ads were “New Video Released,” “Launch Class Part Two,” “How to Build a Customer Factory,” or whatever the name of the Lead Magnet was. The body copy said, “Good news. Part Two of the launch checklist mini-class is now available. You can watch it and access your value journey worksheet below. This video lesson picks up right where the previous lesson left off. If you recall in Part One, we talked about the three things you absolutely must have if you want to launch. In Lesson One, I showed you how to check off the first two items on the list. In Lesson Two, I’m going to show you how to build your very own customer factory.” | |
| This was a really long ad that was acknowledging that they had watched video one, recapping what they learned, and really trying to get them to watch this second video. The third video, the ad for the third video, we were running traffic to people who watched video two, but hadn’t yet watched video three. It was in the exact same format as the one that I just read to you guys. Those consumption ads are pretty easy. It’s basically just trying to get someone to take the next step, so once you release the second Lead Magnet, start running ads to people who watched the first video, but not the second. Once you release the third Lead Magnet, start running ads to people who watched the second but not the third. Those were both video ads, and we spent $1,000 apiece on those. | |
| Keith Krance: | Let me get this straight, so in order for people to buy they need to consume the content prior to them having the likelihood to buy, is that what you’re saying? |
| Molly Pittman: | Exactly, yes, yes, yes. |
| Ralph Burns: | What’s the price point of the offer? |
| Molly Pittman: | The price point of the offer was $2,000. |
| Keith Krance: | For a product of that size, it’s really important for them to consume the content. |
| Molly Pittman: | Exactly. |
| Ralph Burns: | The reason I’m saying it in that way, is that that’s a really important principle. Obviously, I kind of knew the answer to that question. Just slightly. It’s really important, people say, “Why are they buying?” Well, you know what? They probably haven’t consumed your content yet. They don’t know who you are. They haven’t watched your webinar. They haven’t seen video one, two, or three, or they haven’t actually read your 70-page eBook. Well, that’s probably the reason why they’re not buying, because they haven’t consumed the content first. In a launch style, that’s obviously really important especially with a high-end product because they have to get warmed up, they have to be familiar with Ryan, they have to understand that you’re providing a lot of value, and that the stuff they’re going to pay for is going to be even better than the stuff they got for free, so it’s a really important concept for people to remember, especially if you’re selling products off cold traffic which turns into warm, that are in the multiple thousands, just like you guys did here. |
| Molly Pittman: | Both of those ads combined only accounted for 4% of our budget. This is really cheap; you’re getting into really small audiences. It’s absolutely worth your time to use your ads just like you should with your email list, to really make sure these people are consuming the content. |
| Keith Krance: | Was there call to action in those ads for the content consumption? |
| Molly Pittman: | Yeah, absolutely. The video obviously is right there in the ad, so they can watch it, but they can also click over to the delivery page, and watch it on the page too. |
| Keith Krance: | Got you. Got you. Cool. That’s awesome. |
| Molly Pittman: | That was really the next step, so that’s 4%, and this is really a part of this last chunk using this last part of the budget, for consumption, to overcome doubts, and create scarcity. What we did to overcome doubts, and this was something that we had never done before, we actually did a Facebook Live. Where before we would have done a webinar to our email list, for people to come on and ask questions about the product before they bought, we decided to do a Facebook Live. It was really, really successful and basically all we did was, Ryan and I got on Facebook Live on the DigitalMarketer fan page, we shared it into DigitalMarketer Engage, a paid continuity group, and it just said, Launch Grid Q&A, was the title of Facebook Live. We started off, and I had Ryan explain the product, and really cover some basic Q&A’s, and then we took questions about the product from the audience. We stayed on there about an hour, and we simply answered questions. |
| What types of businesses is this for? How much does it cost? Will this work for me? How will it be delivered? What should I expect? All of the questions that you can imagine about a product. It was cool because, number one, it gave us the biggest FAQ’s. We were able to actually type those up and put them on the sales page, because if people are asking these questions on Facebook Live, I’m sure a ton of people have questions as they’re reading the sales page. It really gave us an idea of the questions, and the doubts that people were having about the product, but it also in a way promoted the product. People saw the Facebook Live that had never seen anything about Launch Grid and it sparked interest. | |
| After we did the Facebook Live, I created a campaign and put $2,500 behind that and I targeted people who had visited launchgrid.com. That ad ran while the offer was open and people could buy, and people were able to listen and this video helped overcome doubt. It was a Facebook Live and it was there to promote the product, but we also used it as an ad to people who might be considering the product, but hadn’t purchase yet. That was $2,500 and 5% of the budget went to promoting that Facebook Live and really helping overcome any doubts that people might have, and why they’re not buying. | |
| Ralph Burns: | That’s brilliant too, is that, to use those questions in your FAQ’s on the sales page. I mean that is awesome. I think you know … I mean you might be listening to this right now and say, “Well, I’m not going to do a massive launch like this, and I’m not going to spend this much like Molly does, and DigitalMarketer does,” but the idea is reverse engineering everything, and figuring out the psychology of how humans make decisions to purchase $2,000 products. I think you guys hit every part of this, and we’ve seen this work extremely well for launches, as well as for Evergreen stuff, where you continue to feed them more and more content, or you’re selling the program but you’re also overcoming the objections, and you’re educating them at the same time. It’s a really scientific, methodical way of doing it, but if you just sort of map it all out, I’m sure you guys probably mapped this out on a whiteboard to begin with. It’s a lot easier than it might sound, because all you do is you figure out what your end result is, and like where you’re going to start, and how you going to get there. |
| Molly Pittman: | We will include a link to the Facebook Live also at digitalmarketer.com/podcast so that you can watch that video. It wasn’t formal, we were just sitting on the couch and answering questions about the product. That works from a promotional sense and helping people overcome their doubts. Then the last piece, 3% of our budget went to scarcity. There were two ads here, really simple, the first started the day that the product opened, that the cart opened, and it simply said, you know, “The Launch Grid is now open for enrollment,” and then you know three days before we were about to close enrollment, I switched the image out and it said, “The launch grid enrollment is closing soon.” |
| That ad was just there to retarget people who had visited launchgrid.com but hadn’t purchase yet, and it was just there to create scarcity and awareness that, “Hey, you might have gone through all of this information, and now we’re actually selling something.” That was the easiest ad to set up and maintain obviously, but that’s the one that’s actually going to help you sell the product. | |
| Keith Krance: | This is great stuff. A lot of people when they’re trying to plan out their advertising or their Facebook ads, or their traffic, try to get super complicated and complex and they’re trying to create this super elaborate journey in, how can I retarget these people and exclude these people as they move down my funnel? When if you think about it really, you guys spent 90% of your budget on lead gen, and that should be where 90% of your energy is spent, on your offer. Like Ralph said, getting the right frame. If you get your offer right, and you just adjust your Lead Magnet in the right way, it’s really easy to run ads to warm audiences. You just select a custom audience of people that have already opted in, or people that have visited when you launch pages, and it’s pretty simple to add in that retargeting stuff as your launches happening, as you open the cart, but it’s getting your offer right and getting those leads at the beginning, and making sure people are coming in. I love how you made sure everybody came in through Lead Number One. |
| Molly Pittman: | Yeah. Thank you. Yeah, it was simple, you know, 90% of our budget went to acquisition and to generate leads for Lead Magnet One, and we split that into 6 ad sets, five of them were 13% of our budget apiece. The last was 30% because it was a big, warm audience, and then the rest of the budget, the last 10% was just there to overcome doubt. Let’s answer people’s questions, let’s get them to consume the rest of the Lead Magnets, and then let’s tell them to buy this thing. Let’s tell them that this thing is about to go away. I think it’s a pretty simple blueprint that can be used, whether you’re launching a physical product, an information product and really on any budget. |
| Keith Krance: | Good stuff Molly, and thanks for bringing that up. It’s awesome. |
| Molly Pittman: | I had fun. |
| Keith Krance: | If you want to get back to take a look at these numbers specifically, you can do that back at the show notes. This is Episode 57. Yeah, and get out there. You don’t need a big audience, you don’t need a bunch of affiliate partners, you can do this on your own as you take the time to figure out, having a great offer, great messaging. Anybody can go out and roll out and launch any product, service, or business. Good stuff. All right. Talk to you on the next week. This is fun until next time. |
| Molly Pittman: | See you. |
| Keith Krance: | Bye-bye. |
| Ralph Burns: | See you. |
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