Paid Search: Facebook

Hey folks. My name is Charles Lumpkin. Thanks for spending some time with me today. Today I want to talk about Facebook’s pay-per-click platform. It is really good. If you haven’t tried it yet, it’s pretty phenomenal in some markets. Let me tell you some of the common mistakes that people make. The most common mistake that people make is that they start up a campaign and do some targeting, then they do one ad, and a lot of times they don’t even put an image in that ad. That’s the mistake that you’re making… Starting with a single ad.

Let me tell you the correct procedure to enter the market. I call this the “Ngo Method” because I learned this from a guy, Charles Ngo who is a good friend of mine and an amazing ninja-marketer online. So here’s the “Ngo Method.” You start out with not one, but ten ads, and it’s the same headline and ad text on every single ad, but you have 10 different images. So what you’re doing is a 10-way creative split on the image. At the end of that test, and it won’t take long to do because there’s a lot of volume on Facebook. It will probably take a day or two in earnest. One of these ads is going to perform precipitously better than the others. From that point on, this is the “Control-Creative.”

Now you take that control-creative and do another 10 ads based on that. This time you’re going change out the headline based on that. This time you’re going to change out the headline. Keep the image and the ad-text the same and change out the headline. At the end of that test you’ll have a new control, or maybe the same control, but you’ll do the same thing, but instead of the ad headline, you’re going to test ad text.

So you’ve gone through 30 split variations over a very short period of time. At the end of this, you’re going to have a really efficient creative. It’s called a super-creative because it’s so efficient, and it’s gone through so much testing. So you take that super-creative and you scale it back out to all the different targets and segments that you’re trying to experiment with. This is a really efficient way. So, instead of starting off with one little ad that might get a 0.03 to a 0.06 percent click through rate. You might end up with something that has a greater than 1 percent click through rate. Why is that important? The clicks are cheap! I mean it is amazingly related to the higher the click through rate, definitely, the cheaper the clicks. I mean you can drain $0.03 and $0.05 clicks in mass, which is awesome.

So, I hope you like that tip. My name is Charles Lumpkin, and you can find more of me at Thank you.

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