Retargeting Case Study Part 3: How To Convert 58% Of Your Lost Leads Into Low Cost Subscribers On Automation

This is Part 3 of a 3-Part series on dramatically increasing email optins and leads using Retargeting

  • Part 1 – [Read It Here] – How To Create A High Value Asset That Attracts Your Audience And Build Desire To Take Action
  • Part 2[Read It Here] – How To Use Hyper Specific Next Step Bonuses To Convert 15% Of Your First Time Readers
  • Part 3[You Are Here] – How To Convert 58% Of Your Lost Leads Into Low Cost Subscribers On Automation

OK its time to do some actual retargeting

In part 1 you learned how to create a High Value Asset from old content so you can attract and build desire in your audience

In part 2 you learned how to take that desire and create more optins with a Hyper Specific Next Step Offer

As you can see Hyper Specific Bonuses are awesome for higher optins on your site with your content readers

But they are not perfect…

15% optins are great when you compare that to the industry average of 2%

But how can we convert the 85% of readers who didn’t optin?

(Or at least some of them?)

Should we ignore them and just focus on new traffic?

Noooope

In fact it can take multiple touch points to make any conversion, so it makes sense that they didn’t optin right away

And because you’ve already had that first touch point, these people are still even more likely to become customers then that new cold audience

And so it pays off to help spend a little more time helping those previous readers instead

(Oh and did we mention that its far cheaper to convert these lost readers into subscribers then it is to convert cold traffic?…)

And so that’s what this chapter is all about

Making the most of the traffic you already have, to get subscribers from those who didn’t optin originally

Here’s how it works…

How To Convert Previous Readers Into New Subscribers On Automation With Retargeting And ‘Audience Bouncing’

How this works

Its actually quite simple as you have most of the parts in place

You have your high value asset that’s already getting traffic and you’ve made improvements to it

Inside that content you have a hyper specific offer that’s converting more of your readers

But some of them don’t optin…

So you’re going to create a simple campaign to retarget those lost readers with the same Hyper Specific Next Step Bonus from chapter 2

This method is incredibly effective because it only targets the right people, lowering your costs and helping reinforce your previous call to action

Your campaign tracks the readers of your article and also tracks those who opted in

From this it can figure out who read the post but DIDN’T optin yet

This is important because we don’t want to run campaigns to the wrong people…and so the campaign only runs to those readers who didn’t subscribe

The campaign runs for a few days reminding and reinforcing the benefits of that offer, trying to get them to optin

The campaign ends either after a set period or time has passed

Or

It recognizes when that person has opted in and stops running to them (But carries on running to those who haven’t opted in yet)

For Example

Lets says 100 people read your post on Monday

15 optin and 85 don’t optin

Your campaign then runs to those 85 people over the next few days (Monday-Thursday)

Lets say that on Tuesday 20 of those 85 optin, leaving 65 people who are still yet to optin

Those 20 no longer see the campaign (Even though its scheduled to run for a few more days)

The remaining 65 people still see the campaign until the scheduled stop period

Some more may optin over the next few days and again, the campaign knows this and stops showing it to them

Pretty cool eh?

Well whats really cool is that this is triggered at any point on any day of the week

It doesn’t matter what day they read the article. A campaign will start running to them for a few days because they haven’t opted in yet

It doesn’t matter if they read it today, next week or 3 years from now…

It converts lost leads into subscribers at a fraction of the cost of new traffic

Even better it also helps provide a better experience…

How?

Well ask your self this:

Why Didn’t They Optin On The First Read?

Most people would give up on those lost readers and target new people

Sometimes its because it can be less effort but mainly I think its because they don’t want to feel like they are bothering their readers…

But here’s the thing

You’re not bothering them by offering your bonus again. In fact your usually HELPING them…

There’s only a few people who said ‘no’

In fact the reasons most people don’t optin are usually:

  • They were on their phone at the time while travelling and so were just browsing through the content
  • They saved your article for later but rarely come back (The act of saving the post is as far as they go)
  • They were in a rush or busy at the time they saw the content
  • They felt the resistance to optin and so said no at the time…

Remember that they came to your content because they had a problem and needed it solving

Almost all of the reasons why they didn’t optin to something they genuinely want, were convenience or timing issues

You retargeting them actually helps them out by reminding them of what they missed out on but clearly wanted…

You put it in front of them and they say

Brilliant! I had totally forgot about that and was meaning to come back to it” etc

Its very rare that they don’t want what you have to offer at all otherwise they wouldn’t have read the content in the first place

So what about those who say no?

Some people genuinely don’t want it and I’ll show you how to not waste a budget on retargeting them soon

But the others?

Their reason for saying no isn’t usually because they don’t want it

It’s usually because they are hesitant to be on a new email list or its not their focus right this second and so they said no for now…

Not forever but for that moment that you made that offer the first time

So how do you convert those who said no?…

The Psychology Behind The Candy Bar Conundrum

We talked in chapter 1 about walking around the supermarket and saying no to all the stuff you wanted but you give in when you see that candybar at the checkout

As you walk around the aisles you are in whats called System 2 thinking and making logical, rational decisions

But the more you do this the more tired you get, your willpower is drained and decision fatigue can set in

You start to make impulsive choices or even move away from system 2 and into system 1 thinking

The candy bars at the checkout take advantage of your decision fatigue and drained will power

This is because Supermarkets understand the 2 tier thinking. They know that at the checkout your mind wanders and you move into System 1 thinking

System 1 is emotional, illogical and driven by desires and fears. Its impulsive…

Your will power is drained from saying no as you walked through the shelves and so you’ll put that candy bar in the basket before you know whats happened

With this system you’re building here, this is the equivalent of your reader going through your content and seeing the CTA for the hyper specific offer numerous times

They are now at the bottom of the post and see it one last time… and so they take it

But what about those who don’t?

Well just like the candy bar at the supermarket and saying no, its actually very hard to keep saying no days later

You actually really want the damn thing and so it continues to play on your mind and it becomes harder and harder to keep saying no

And then a few days passes and suddenly you eat a family bar of chocolate to make up for all those times that you said no…

In the fitness industry they know this happens and so they plan for it

They allow for specific periods or cheat days where you can give into your cravings and willpower for 24 hours

The idea is that by saying no all the time you set yourself up for failure

But by saying no and knowing that there is a set day where you can eat it, it makes it easier to stick to the plan

Then when you finally give in you only give it for a single day and usually don’t go too crazy

Your willpower is repleneished and you are no longer fighting those urges all the time

In this method you are working on that willpower by showing your hyper specific bonus repeatedly over a short period of time after they first read the article

Its very difficult to keep saying no to something that you genuinely want and so conversions and optins are much higher

That 58% optin?

That wasn’t 58% of total visitors

It was 15% of initial readers but 58% of those who had previously said no…

Exact same people

Exact same offer

But converting over half who had previously said no to it…

The Added Benefit Of Social Media For Increased Conversions

You are going to be showing your offer to your previous readers primarily using Facebook

You can do the same offer on other channels but social works great for a few reasons

One of course is that 8 out of 10 people are on Facebook and so its almost guaranteed your audience is on there

But social media also makes your reader more perceptible to your offer than they were before…

Often your readers are in that stage 1 ’emotional, lizard brain autopilot’ thinking while on social media

You could retarget in Google but usually they are on there in stage 2 thinking and looking for a solution to something

Its harder to convert them as they are there for a reason

But on social media they are there for entertainment and for the tasty dopamine…

Social media addiction and dopamine release

We already know from our own experience, when we are on social media we’re on autopilot

Give us something to click on and to release that ‘feel good’ dopamine

The thing is that the more time we spend on social media, the more willpower is drained and the more susceptible we are to saying yes to an impulse

Each time we click dopamine is released

Be wary of your time on social…

But the more clicks don’t always give the same result.

The longer we are on social the more clicks we need to press before the dopamine is released

It’s like we build up a tolerance to it

And so it conditions us to be on there for longer and longer

The more we click, the longer we stay, the less willpower we have

Go longer through the day without social media and you’ll find you have an easier time focusing etc

But go on it more often and you’ll find yourself more susceptible to stage 1 thinking

All this together means that your social platforms are the ideal place to set up your candybar conundrum to convert those lost readers who want what you have…

…and those previous ‘no’s that need a little nudge to say yes

OK so now you know how this works and why it works, lets show you how to actually set it all up step-by-step…

Filter Out The Best Audience For Your Campaign

OK so this step is totally optional but recommended

It can save you a heap of your advertising budget…

Lets imagine for a second that you get a huge audience to your site

It could be very costly, very quickly to target every single visitor of your content with your campaign

So rather than target every single person, we’re going to narrow it down to actual readers

How can we tell if they just visited or actually read the page?

Technically we can’t tell if they read it or not…

…but we can tell how long they were on the page for

It stands to reason that those who leave right away are not the right people to target

And that those who stay longer but don’t optin are the ideal people to run our campaigns to right?

And so we can set a timing filter to only track people who were on the page for a certain amount of time

Why bother?

  • Maybe you have a huge audience but a low budget and only want to target the warmest leads (Those who read for a while)
  • Maybe people clicked onto the post by accident and then leave for a different article you have. You don’t want to run a campaign to these by accident and waste your budget
  • Or maybe they were just not interested and left without reading. Again lets not waste budget on these guys

So we need to create a delay timer

We want to say:

“Hey Facebook… do me a favor and make an audience of people who read this article for more than 30 seconds and ignore the rest, k cool bye”

Unfortunately Facebook doesn’t have this kind of setting yet so we’re going to use a free tool called Google tag Manager

Its going to get a little nerdy but don’t worry we’re going to walk you through all of this…

How To Set Up Google Tag Manager To Create Your Timer

OK so we want to ensure we only track high quality people who read your article, and not track low quality or miss clicks

If you don’t know already you will be tracking page visitors with your tracking pixel (This could be a Facebook pixel or any other channel such as Twitter etc)

We can estimate a high quality reader by simply only tracking those who have been on the page for x amount of time

Those who leave before then are deemed the wrong audience and so are not tracked

We can’t set a timer to track the time but we can work around it by setting a delay before we track them

Anyone who is still there after the delay is deemed higher value audience member

And we can create a delay by setting a timer to only start tracking visitors once they have been on the page for a certain time

This should help filter out low quality audience members or people in the wrong place

But because Facebook doesn’t have this feature built in we’re going to use Google Tag Manager

Go ahead and sign up for FREE…

There are paid plugins we could use to delay the pixel ‘firing’ but Google Tag Manager has so many other benefits

It can also:

  • Reduce loading time and improve customer experience by storing all of your pixels and codes in 1 location (It loads them all at the same time also!)
  • Help speed up implementation and not bother your ‘IT’ department by requesting new codes uploaded. (Instead you have a single GTM code on your site that you edit on a separate dashboard so no more asking tech support to upload the latest pixel etc)
  • Allows you to add and remove pixels and code without actually going into the website code at all (Its all changed in the GTM dashboard and you it even saves previous versions of your code just incase you mess up)
  • Can help stop viruses and hackers by creating a specific “Never Upload” tag. (Any dodgy uploads are monitored and stopped from being installed)
  • Can help track full funnel attribution even across multiple sites (You can track where a sale came from and ALL the interactions that person had with you to get to that sale, across multiple devices AND multiple websites

For now head across to Tag Manager by clicking HERE to open up in a new tab

This will load a new page asking for your new Account Name

Fill out the details and then press the blue ‘Continue’ button

This loads up a new section asking for your website URL and where you want to install GTM either on a website or an iPhone app etc

Enter your website URL address and then  select ‘Web’ and click the blue ‘Create’ button

A new pop up will appear asking you to agree to the terms and conditions

Confirm the details by hitting the blue ‘Yes’ button in the top right of the page

Once you’ve confirmed the terms a new pop up appears asking you to install Google Tag Manager on your website

You can’t do anything else without it installed so go ahead and install it now

Load up your website in a new tab so you can keep this page open

For this example I’ll show you how to install this in WordPress

Load up the backend of your website

Scroll down the left side menu until you see ‘Appearance’ and then select ‘Editor’

Once you select the ‘Editor’ option it will load up a new page

This page has all your files that make up your website listed on the right hand side

We want to edit just one of these folders

Look for the folder labeled Header or <Header.php>

Note:

If you can’t find it simply press ctrl+F (or cmd+F) to load the search bar for your browser and search for ‘header’

Select the Theme Header (Header.php) file and it will open up a new page

OK so this is a little technical and we need to add some additional code here

Don’t worry just follow along

If you read the last chapter where we installed 2-step optins into code its kind of similar to that

You want the code you install to be in a very specific place so that it functions correctly

And you also want to leave a gap of one line both above and below the code that you add

Failing to leave a gap can cause issues

Sidenote:

When adding pixels, analytic codes, heatmap codes etc they all go in pretty much the same place and in the same way

This can cause potential issues where you might delete a line etc or it can simply slow down your website by having so many different additional codes

By adding the Google Tag Manager code here it ensures you only have to add one code here ever
so you IT peeps will love you for this

Any other codes you simply add them all into GTM separately…

OK so the code that GTM gives you is in 2 parts:

  • Part of that code goes near the <head> section
  • The other part goes in the <body> section

Both of these things are all on this same page, it just means they go on different places on the page

Start off by highlighting and copying the top code (Otherwise known as the <head> code)

Go ahead and highlight and copy this top code first from Google Tag Manager

Then go back to your WordPress header.php file

The top code needs to go directly after the <head> section in your website code

Scroll down and search for <head> first it should look similar to this and be near the top of the page:

Once you find the <head> section create a space underneath it and copy the first code from GTM in there

It will look like this (Be sure to leave a space above and below)

Easy right?

Well now head back to Google Tag Manager and find the other piece of code (The <Body> Code) and highlight and copy it:

Now that you have copied it you need to add it to your website code

But rather than adding it to the <head> section like before, this piece of code goes at the start of the <body> section

Again you can use CTRL+F and search for ‘body’ to find the right place first

It should look similar to this:

Paste the body code directly below the <body> section and above all other lines of body content

It will look like this…

And that’s all there is to it!

Now just scroll down the page until you see the blue “Update File’ button and give it a click

Easy…ish right?

It just seems difficult

Now some themes have a much easier method

I currently use Thrive Themes for my websites as I like the functionality

If you’re using Thrive and want to install this code MUCH easier then look in the left hand menu for the Thrive Dashboard, then select ‘Theme Options’…

This loads up a page with all edits you can make to your theme

Search for ‘Analytic’s/Scripts and some boxes will load up

Simply copy and paste the GTM <head> code into the top section and the GTM <Body> code into the middle section…

Then click the blue ‘Save All Changes’ button

So much easier right?

Your theme may have something similar so be sure to check

OK so now you have the Google Tag Manager code installed its time to quickly check that its in place and working

You should have saved your changes already and it should be live on your site but it doesnt hurt to check

Go ahead and load up a random page on your website

On that page right-click anywhere in the text to open up a pop-up menu

From the options that appear select ‘View Page Source’

This loads up the html code for the page

Now all you need to do is have a quick search for <!– Google Tag Manager –> in that code

It should show up near the top like this…

Did you find it?

OK so its all working and installed

Great work this is about as hard as the guide gets so good work for sticking with me

Now we need to set up your tracking pixel and timer delay so that you only ‘track’ the right people who stay for certain amount of time…

Set Up Your Tracking Pixel And Delay Timer

Head back over to Google Tag Manager

After confirming you have installed GTM it will load a new dashboard

On the left hand side are some new menu options

Scroll down until you see the ‘Triggers’ option and click it

A new screen will load with a red button asking you to create a new trigger so go ahead and click it

This loads up a new screen

Give your new trigger a name.I recommend something like  ’10 second retargeting pixel delay’

Then mouse-over the middle section and you will see a grey pencil appear

Click the pencil to load up the new options for the trigger:

Once you click on the pencil a new menu appears on the right hand side

Scroll down until you see ‘Timer’ option (Its usually the last option at the bottom)

Select ‘Timer’ and some more options will load up

There’s a few options here so lets work through them…

Firstly you can just leave the ‘Event Name’ as GTM trigger

Below that it will ask for the ‘Interval’. This is how long you want the delay timer to wait before it tracks people

For some fun reason its in milliseconds

Set it to 10,000 so that it provides a 10 second delay before it will allow the pixel to ‘fire’ and track the page viewer

This way anyone on the page for longer than 10 seconds will be tracked

Then set the limit to ‘1’

The limit is how many times you want the pixel to fire or how many cycles of the timer

You only need to track them the once

Finally you need to set the conditions of when this can work

We want this 10 seconds delay for every page on the website. This can lower tracking costs substantially by only ever tracking people on pages for longer than 10 seconds

Set it so that ‘Page URL’ and then ‘Contains’ and finally your website URL

This means that any page that contains your main URL and any variations will trigger the time

So for example if someone went to “myURL/blog/how-to-make-sandwiches” this will still trigger the timer

(And you can then retarget them with that kick ass sandwich recipe guidebook eh!?)

The last option to select is ‘All Timers’ at the bottom

Then click the blue ‘Save’ Button in the top right corner

A new screen will load showing your new ‘Trigger’ is complete

So the timer is now made but its not actually connected to any tracking pixels

So now we need to add your tracking pixel and attach it to this timer

That way GTM knows which pixel to use etc

On the left hand menu select the ‘Tags’ section

This loads up a new page asking you to create a new tag. Click the red ‘New Tag’ button to load up a new screen with your new tag

Start by giving it a name and then mouse-over the top options called ‘Tag Configuration’ and click the pencil that loads up:

Start by giving it a name. I recommend ‘Facebook Retargeting Pixel’

Then mouse over the ‘Tag Configurations’ section to load up the grey pencil again. Click the pencil to load up the new options

Scroll down and select the ‘Custom HTML’ option

This will load up a new page to add your custom HTML

This ‘custom HTML’ will be your Facebook tracking pixel code

Now I assume you’ve already set up a pixel before, if not click here to open the Facebook Fishing Formula guide in a new tab

Its one of our earlier guides that walks you through setting up your first pixel and campaigns

Already made a pixel before?

Well then you just need to just go and find it and then copy and paste it into GTM

To find your pixel code click here to open up your ad manager in a new tab

It will load up this page with your pixel information

Select ‘Actions’ from the top menu to load up some new options

Select ‘View Pixel Code’

This loads up another pop up (Sooo many popups ahmergerd!)

Scroll down and look for the pixel code

Simply highlight and copy the code:

Once you’ve copied the code head back across to your Google Tag Manager

Paste the Facebook Pixel code you just saved into the top box section

Then mouse-over and click the box below that to attach the trigger you made before

Once you click the lower section some new options will appear

All you need to do is select the trigger you made before…

Then click the blue save button in the top right corner to finish up

Awesome right?

Well the last step is to now just publish those changes you made

Because that’s the cool thing about Google Tag Manager

Without even going into your website, you can make changes to your pixels in the GTM dashboard

Mess up and you simply ‘roll it back’ to a previous version

So now that you’ve saved the changes you made a new page will load

Just go ahead and press the red ‘Publish’ button in the top right corner…

This loads up a new popup asking you if you want to name this change

Its a good idea to give it a name and a reason why you are making this change

That way if anything goes wrong or you need to roll back to a certain point, you can easily find it

I gave mine the name “Added Facebook Retargeting pixel and 10 second timer” rather than something generic like BETA version 2 for example

Give your change a name and a reason and then hit the final blue ‘Publish’ button in the top right corner…

OK so the pixel has been published to your site, now we just to make sure that’s its working so you can actually track your audience

Fortunately Google Chrome has a handy plugin that tracks pixels on web pages

Open up Google Chrome and click here to install the Chrome ‘Facebook Pixel Helper’

Simply click the green ‘Add to Chrome’ button in the top right corner

When its loaded up you will see a small box with two arrows inside on your menu bar(It looks like this <>)

Because your pixel has been set up with GTM to fire on any webpage simply open up your website in Google Chrome

Then we wait 10 seconds and see if the pixel fires

The pixel helper stays grey until it tracks a pixel ‘firing’

At that point the helper turns blue with a green notification icon like this:

Awesome its all up and running and people are only being tracked after spending at least 10 seconds on the page

So now we can track all the traffic on your site

The next step is to track the audience of your confirmation page (Which we made in Chapter 2 with Leadpages)

Add the pixel with zero delay to your confirmation page

Open up the confirmation/burn page that you made earlier

You need to add your facebook pixel WITHOUT a time delay to it (Standard pixel has zero delay)

The goal here is to track people who visit this page and immediately pixel them. This way we can then remove them from the candy bar campaign and not waste budget

Head back over to Leadpages and open up your confirmation/burn page you made earlier

Open up the Leadpages from the top menu and find the page you made in Chapter 2, and then select the ‘Edit’ function on the right hand side…

This will open up the page you made earlier

On the left hand side near the top menu you will see a setting called ‘Lead Page Options’ click this

A new pop up will appear in the middle of the screen

Select the option titled ‘Tracking Codes’

Another new pop up will appear

All you need to do now is enter the original Facebook Pixel code from earlier…

Don’t have it saved?

Click here to open up your pixel again in a new tab…

Then select options, view pixel code and then copy and paste it across into the confirmation page

Easy so far right?

So now you have the tracking pixel on your website with a 10 second delay

You have it on your confirmation page with zero delay

This means we can now create your target audience

Create Your Custom Audiences For Targeting With Ads

Keep you Facebook ad manager open and on the left hand side of the menu you can see an option ‘Create Audience’

Click this to open up a new pop up…

We need to create 3 audiences:

  1. Create audience of page readers
  2. Create audience of confirmation readers
  3. Created an audience of readers MINUS confirmation page viewers

(This means you only target readers who have NOT seen the confirmation page and this is the actual audience you will use for your ad campaign)

Its quite easy to do

First start by selecting visitors by URL so that you can specify an exact page

Then enter the URL of your article (This means you will target article readers)

Set the visitors to ‘in the past 7 days’

(This means you will only target article readers who read the article in last 7 days)

Then press the exclude button…

This makes the pop up form larger to add another audience to exclude from the campaign

Again select ‘Visitors by URL’ and change the view time to the last 90 days

(Ideally this campaign should never show to a previous reader who has opted in unless they come back and read it 3 months later…)

Enter the URL of your super secret confirmation page (This means you will exclude those who have seen this confirmation page)

Finally give your audience a name

‘XYZ article readers who DIDN’T OPTIN’ and then click ‘Create Audience’

So do you see what we did there?

We created an audience that was the article viewers in the last 7 days, MINUS the people who saw the confirmation page and had opted in

The only way they could see that is from opting into the campaign, and so it only targets those who have not seen that page

The reason we set a 7 day article window is we want the ad to stop running to them if they either optin, or after a set time

This way after 7 days they will no longer be targeted with the ads

Later on when your reader subscribes via your Facebook ad campaign, they will become a viewer of the confirmation page and so be removed from all further adverts

Does that make sense?

Its a little complicated to get your head around at first

We’re doing a few things now that we won’t use until later on so it can be hard to understand it all but trust me on this

OK onto the next step

Its time to now create your squeeze page to send your target audience to, to get them to change their mind and convert…

Create Your Squeeze Page

So why a separate page and not just send them back to the article?

Honestly because people are lazy…

Here’s one we made earlier…

If a single optin form can cause resistance, sending them back to a page they already read and trying to get them to find the optin button etc is just too much work

Even if they head back there chances are high most people won’t optin from it

So instead you send them to a dedicated ‘squeeze page’

Its entire goal is to sell the audience on opting in for you in offer and nothing else

We’re going to create your squeeze page in Leadpages again (Told you its useful eh!)

Click here to open Leadpages up again

Then go to the leadpages menu and click ‘Create New Lead page’

This will load up all the pages that are available

In the search bar type ‘squeeze’ and some new options will appear that are best suited for this

Leadpages will share the pages in order of the highest converting pages currently being used by people.

Its pretty cool as you get a good idea of what pages are working best…

Pick this option that I’ve highlighted

The reason I picked this one over the others is the fact that you still have to ‘sell the free offer’

This page meets all the elements that you need:

  • Good headline
  • Bonus offer as an image
  • Benefit bullets
  • 2-Step call to action

OK so once you choose the page give it a quick name to remember it by

I suggest something like ‘Article Squeeze” etc

Once you’ve named it the page will pop up to be edited…

Start by improving the headline

Tell them immediately what they will get

Then in the subhead break it down how they will get it

If possible add an image of the Hyper Specific Upgrade OR a Human Face

(Ideally you want an image of what they actually get but failing that a face helps build trust and captures attention)

With the bullet points note the key benefits of what they get and HOW they get them

‘Make far more sales and capture more leads, by retargeting your lost readers for high conversions”

Notice how its what they get, the benefit, and how they get it

Finally make sure that the call to action still lets them know that its FREE…

So now the page is designed its time to attach integrate it with your email automation you made earlier

Integrate Your Squeeze Page With Your Previous Email Automation

Click the green 2-step button at the bottom of the page

And a new pop up appears

Click the paperclip/link button and a drop down menu appears

We want to create a 2-step optin form here also because they convert so much higher

From the dropdown menu select ‘Leadbox’

Then select the ‘View/Edit’ option

This will open up the leadbox editor (as before in Chapter 2)

First thing to do is improve the look of the pop-up

Improve the heading offer, the call to action and ad an image of the product if possible

(I would recommend maybe copying the style of the previous design you made in Chapter 2)

OK so its looking all good for now

The next step is to make sure that when they click that button and enter their email, it does all the right stuff

So press the green call to action button and a new menu appears on the left hand side

Just as before you need to integrate that button with your email account

Scroll down and click the ‘Add an Integration’ button

Once you click this it should show your email provider that you attached in Chapter 2

Select the email provider from the list…

Once you select the email account it will load up all the forms you have created (Or lists)

Search for the form you created for your previous leadbox

This way when someone clicks this, they get the same automation’s and sequences as people who clicked it originally on the post

And because it sends them to the confirmation page it then removes them from the ad campaign

Wicked schmart eh 😛

So find the form you had made before for your bonus offer

Then press the blue ‘Done’ button to save this change

Then finally hit the top menu option ‘3: Follow-up”

This loads up a new pop up where you choose where to send the person after they optin…

Select the ‘Leadpage’ option

Then find the confirmation page that you made earlier from the drop down list of pages you have made

Select it and then press the blue ‘Save’ button

All that you need to do now is hit the blue ‘Publish’ button in the top right menu…

And that’s your squeeze page all made!

Its integrated with the automation’s you created earlier and its ready to send your traffic to to get them to convert

Now all we need to do is to start sending people there

But before we jump into Facebook to send that traffic, lets quickly design the retargeting ads that you will use…

Design The Ad Campaign To Send Them To Your Squeeze Page

OK so in theory you could retarget the traffic who don’t read your article with a number of different platforms

All you need to do is simply make sure that the tracking pixel for that platform is on the squeeze page and on the article page (Via Google Tag Manager)

For this example today I’m just going to show for Facebook

And with that in mind, Facebook has specific guidelines for ad design:

Basically your ads have to be a certain size depending on the ad you want to run

AND there are certain things you can’t say or do (Especially in Healthcare, Supplements and Fitness so be sure to check out the guidelines in advance if you are in these industries)

Rather than share all of them (As they change often) I’ve linked to their ad guidelines here

For now all we need to care about is:

  • Using the correct ad size for where we want it to show
  • The ad image design to attract people to it
  • The text size on the ad (So the ad gets shown)

The main ad we’re going to run is in the Facebook Newsfeed.

This is the largest image and usually costs more to show, but almost always outperforms any other placement

If your budget is low then don’t waste it on sidebar placements etc, instead get more conversions with the newsfeed

So lets walk you through how to design these ads with a free tool…

Designing Your Facebook Advert In Canva

Canva is a free tool that we’ve mentioned before in previous posts

Its almost like a photoshop platform but drag and drop and with templates to use.

And the best part is those templates are the correct size for Facebook ads

Log into Canva here (Will open in a new tab)

Select the green ‘Create new Design’ button and a heap of templates will load on the right hand side

Scroll down until you see the template called ‘Facebook Ad’ and select it

This will load up a new tab with the ad design builder

You simply drag the image across to the white space and edit it…

So the main things we need are:

  • An image that attracts attention
  • A Call To Action of text on the image
  • If possible a product shot or human face

Ideally you should have your image recognizable to the original post. This way they remember it and it stands out to them

(Just like seeing the same candy bar everywhere all of a sudden… You don;t want any old candy bar you usually want the one you said NO to…)

Need Design Inspiration?

It can be hard to design an ad from scratch so the secret is don’t bother

Instead find an ad to model and make your own version of it

(Don’t be a douche and straight up copy a competitor but maybe an ad that stands out from another field)

If you get stuck for inspiration when designing an ad you can always find inspiration of great ads over at adespresso who share their top ads running in different fields

You need to be an email subscriber but its great to see what ads are running

Failing that you can try out swiped.co which shares mainly sales page breakdowns, but also ad design

The thing I like about the Swiped ads are that they are usually an analysis of great Direct Response marketers so chances are high that those ads are performing really, really well

Finally the best bet is to create a file of ads that stand out to you when you are on your phone (Simply screenshot them)

I do this all the time and so have a dropbox full when it comes to designing an ad:

See how easy it is when you have a bunch of ads for ad-spiration (hah dad joke)

I’m going to use this design by Anik Singal for inspiration

It has all the criteria we want to add in our design (CTA, Human Face etc)

So in Canva I’m going to first create the background image and upload a photo of me from a previous campaign

(Its also the same image that I use for the header of the video explanation in the post so people will recognize it)

On the left hand menu select ‘Uploads’

Then select ‘Upload your own images’ and upload the image you want to use…

Then drag and drop the image onto the canvas

Next I need to add a call to action

In my original video I had a large font with the cta ‘How to get 58% email optins’

Here’s the original image:

The only problem is that the font on that video cover is far too big for a facebook advert

(They try to stop you from having text heavy adverts so although it will be approved, it may cost far more for extra large text ads to be shown or be hardly shown at all to my audience…)

I’m going to remake that cta on the image now, but make it more in line with facebook guidelines

Head across to the left hand menu and select ‘Text’

You can either choose from the template text options or select an element and add it to your ad design

Ours was just a variation of the ‘add heading’ option with some size changes and color added..

Its not going to win any design awards but it doesn’t have to

I always tell people they need to learn the basics of Direct Response Marketing…

The most important thing is that people recognize the ad from reading the content. That way it will stand out

Now before you move on I recommend you make 2 other variations of your ad to use

Why?

Well when you come to run your ad you will find that certain designs and copy will be far more effective than others

Its always wise to split-test the campaign to find the winner

One design may only get 5% more conversions but over the long term it saves money and gets more leads

Go ahead and make 2 other variations by clicking the copy button on the right hand side:

Now these other ads can be totally different

But the key is to still make them recognizable to your previous reader

For mine I used a different CTA and in the 3rd variation I used the custom header image from the article…

Designs all done?

Brilliant so you now have 3 different ads

Click the ‘Download’ button in the top menu bar to save these files to your computer

Keep this tab open for now just in case you need to make any alterations to your ad designs

But now its time to set up the final stage of your campaign and actually implement your own ‘Candy Bar Conundrum” to convert those lost readers into subscribers…

Create Your Candy Bar Campaign (Squeeze Page Version For All Retargeting Channels)

Go ahead and log into your facebook ad manager by clicking this link HERE

In the top right menu you will see a green button called ‘Create New Ad’ so go ahead and click it

(These tech companies seem to love green and blue buttons eh)

A new screen will appear asking you for your new ad goal or ‘Objective’ is. Depending which option you pick, different options are available

Now because we already have a set audience to target and we want to send them to a squeeze page, select the ‘Traffic’ option

The screen should scroll down and ask you to name your new campaign

Always give it a specific name that you will remember

When you start running multiple campaigns the last thing you want to do is try to go through all of them

Then click the blue  ‘Continue’ button

Now its time to create the ‘Ad Set’

Define the Ad Set

Here you define the audience to target, the budget to spend and the schedule to run the ads

At the top of the page make sure you keep these settings:

  • Single ad set for now
  • Drive traffic to a website
  • No offer

Once those settings are set up scroll down the page and its time to select your audience

This is the easy part as we already built the custom audience earlier

Select and Refine Your Audience

We’re going to use the custom audience from before

(The readers of article in last 7 days MINUS the people who saw the confirmation page)

So start typing in the audience name in the ‘Custom Audiences’ search box and it should appear

Select that audience…

The other settings are totally down to your business

You can use these to tighten up and only target specific people in your audience, from their location, gender and age etc

If you have a set location you can only work with, then choose that.

For example if you have a US based company and can only ship locally, it may not be worth collecting leads from Italian housewives who read your blog perhaps?

Because our business can work with anyone we simply leave that section blank. This means anyone in that custom audience from any country is eligible to be targeted with our ad

Likewise gender and age.

If you have a more specific target audience feel free to tweak this

The next setting is the language

We choose ‘English (all)’ simply due to the fact that we have nothing in place to work with foreign languages (yet anyway)

Carry on and scroll further down the page and you’ll see some final targeting options:

You can further tighten the audience settings by adding further interests, or by targeting people who are a fan of your page etc

For now leave these blank UNLESS you have a huge audience and not a huge budget

If that’s the case then by all means narrow down that audience

For Example

You might be selling a high ticket vehicle (Ferarri etc) at a dealership

In that example maybe you want to make sure that the people you are retargeting are also part of your demographic and not just a fan

So you might find people who also read specific magazines etc

For now though just leave it all blank and select ‘Save This Audience’

Now its time to decide where you campaign will show

Edit The Ad Placement

Now you need to decide where the advert will show

Will it appear on their instagram page?

In an app?

Nope. For now we just want to show in the Facebook News Feed ONLY

It generally has a higher conversion rate (And its what we designed the ads for)

First select the ‘Edit Placements’ option (Automatic placements will be highlighted first and select all the ad locations)

Keep all devices for now

For platforms make sure everything is OFF except the Facebook ‘Feeds’ option

This will help only show your ad in the Newsfeed, and should give you a better chance of your audience clicking your ad

Now you need to decide your ad budget…

Set Your Ad Budget And Type Of Delivery

There are a heap of options here

Remember that Facebook’s goal is to get as much cash off of you as possible, so some of the settings are not ideal

Start by selecting a ‘Daily Budget’ so that you have a cap on how much you will spend each day

You can just run a $5 per day campaign to test it out. Because the ad is only showing to a very specific audience, the costs are usually very low

Next set the schedule to run continuously

This way anyone who sees the article a month or year from now will be targeted with the campaign (And remember if they optin or after 7 days the ad stops showing to them)

Optimize the ad delivery for ‘Impressions’. This means it is designed to be shown to people as much as possible

Then set the budget to manual and pick something just over the minimum bid rate

(Because the target audience is already a warm lead its usually a low cost to target them)

Set the ads to ‘run all the time’ (You can set a time frame ie only between certain hours of the day but its not needed)

Then select ‘Standard’ delivery so that the campaign is staggered out over 24 hours

The accelerated option tries to get as many impressions as possible in a short period of time and we don’t need that for now

Finally give this budget a name so you don’t forget it and then click the blue ‘Continue’ button

OK so now you’re budget is set up, its time to design and write your ad

Once you click continue a new page will load up…

Set Up Your Ad Design And ‘Copy’

The first thing to select is the ‘Create New Ad’ in the top menu. It should start off already selected but just in case..

Then select the single image option

We want to run this as a single large image in the Newsfeed

Then select the upload images button, and upload your images you made earlier

They will then appear to the right hand side of that button:

You need to upload the 3 images that you designed

Later when the ad is running you can then find the most effective ad and remove the other 2

This helps you to keep improving the ads response rate, lowering the cost and increasing the optins 😉

Carry on scrolling down and you get to the ad ‘copy’ section i.e the written part of the ad

The image is important to get their attention but this written copy will make the difference between if they click or ignore you

First thing to do is make sure you have the right business page selected to associate this advert

Next you need to enter the URL that people will go to when they click this ad

This is your SQUEEZE page URL that you made earlier

Next you need to fill out the copy sections:

For the Headline

Call out to their previous action. “You read that guide but did you miss this?” etc

Don’t be creepy about it.

If your guide was about ‘improving your garden’ and your Hyper Specific Offer was “how to plan your own herb garden” then your headline can simply be

“Create Your Own Herb Garden With This Exclusive Guide!”

You don’t need to creep them out

(Its peoples biggest hang up with retargeting that the ad copy and design feels like they are being stalked, which comes down to simply bad design and writing

A direct mail piece has your literal address and the writer could come to your house where you live, but that still feels less creepy than saying in an advert ‘I know you looked at this….muwahahah’)

So go ahead and write the headline in a way that talks to a previous action or mindset, but without being creepy about it

Then for the text section

Outline the features of what this will do for them

Finally don’t miss out on the hidden ‘Advanced Options’ section which allows you to write text under the image

For this highlight the benefits of what they will get when they click and take action

And that’s it for the ad design

Scroll down the page and click the green ‘Place Order’ button

The order will then go across for review

Depending on the size of the text etc you need to wait for your ad to be approved (Which is why we kept Canva still open in case you need to make changes)

And that’s your candy bar campaign all set up!

Your ad will run to readers of your post in the last week who didn’t optin, and convert them

After a week they will be removed from the campaign (Or before then if they optin)

Great work I know its been a slog to get through all of this

You now have:

  •  A High Value Asset
  • A Hyper Specific Offer converting more initial readers
  • A Candy Bar ad campaign targeting those readers who didn’t optin, and converting them into subscribers

Now this post is already a beast (This chapter alone is around 9,000 words!)

So what I’m going to do is include all the rest in the bonus for this guide

Not only do you get:

  • Video walk-throughs for each chapter (How I take an old post on another site and improve it, how to set up a Hyper Specific Offer from scratch and how to set up a Candy Bar Campaign)
  • Checklists for each chapter (So you don’t miss anything)
  • Ad design guide (So your facebook ads are awesome)

But I’m also going to include:

  • How to set up a Candy Bar Campaign with facebook lead ads
  • How to improve and split test your ads
  • How to know the true value of an email subscriber and how to budget for it

Conclusion

There it is

A complete system to upgrade your content into a true asset that creates subscribers, and an automated system to convert lost leads for pennies on the dollar

Its one of the most effective methods I know for growing your subscribers

Just imagine how much this will effect your business

What would a 2% increase in leads mean for you and your sales?

A 5% increase?

Even a 20% increase?

Let me know in the comments below if you are excited to try this out

All you need to do is to set it all up…

I know this is a lot of work but trust me, it took far longer writing it all out for you

(About 60 hours or so…)

Setting up your own ‘Candy Bar Campaign’ will only take an hour or 2

Even less if you already have great content…

…so what are you waiting for?

Click our own Hyper Specific offer in the yellow box above or click this image below:

Click here to subscribe

Download the bonuses and then let me know how this works for you

Leave a comment of how this helped you

And an added incentive?

For the first 3 people to get back to me with results will be featured in a case study on this site, to our entire audience

Let me know how your optin’s and sales are affected and leave a comment!

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