If you're not doing social media marketing of Facebook advertising yet for your contractor business, now's the perfect time to get started! Why? Well, COVID-19 pandemic is all over the world. Everybody is at home in quarantine, spending more time than ever online. Typically, the average American spends 3 hours per day on social media, right now it's a lot more than that! So if you're still in business, trying to generate new leads and customers, trying to survive or even thrive in those crazy times. You MUST start doing paid advertising campaigns on social media. I explain why and exactly how to do it, click by click, in today's episode.
Here's what we cover:
- How to create your first Facebook advertising campaign
- Why you need a CBO campaign
- How the audience insights tool work
- How to get started today with ZERO experience
FULL VIDEO TRANSCRIPT
Hey, we're going live. Let's do it. Let's me just check your something real quick before I dive in. But today we're going to build Facebook advertising campaigns. So I'm going to show you exactly how I build Facebook advertising campaigns for contractors. So let's do it. Let me show my screen here. There we go. So every Tuesday I show how I build Facebook advertising campaigns for contractors. So it's like a free version of, of what we teach in our program. I run a company called lead true from the comm and if you haven't already, go to lead truven.com check out our free training and from this page you can also book a call with us if you want to join our course. And these live streams are basically like a sneak peek of what you teach in the course. It's a six week course.
We show you literally step by step, click by click, how to set up this system. It's like a plug and play thing. You go through the core as it takes them like two to four weeks to get it set up. And then it's automated by computers and marketing automation and so forth. Then you own and control your own marketing system and you don't have to hire an agency ever again. So in today's live stream, I'm going to show you the Facebook ads part. I'm going to show you how you can build your own campaigns. So if you've never done Facebook advertising campaign moving forward and if you run the contractor business, this is going to be perfect video for you. Perfect live streaming. I show you almost everything. Since this is a free live stream, I'm going to cut out some of the most important parts. But still, if you're a beginner, you're still gonna learn a ton cause I'm going to show you exactly how we build it. So here are my instructions for today. I'm going to build a cold traffic Facebook advertising that payment and I'm going to cover both what that is. So have my instructions here. So I guess we just dive right into it. So step number one is that I'm going to build a CBO lead generation campaign named cold traffic conversions auto.
I'm going to name this to lead regeneration. I'm going to explain what this mean here in just a second. So, and this is inside the Facebook business manager by the way, and it's free to sign up and everything. You just go to business.facebook.com login with your normal account. It's free, and now you can hook up your Facebook business page to this and everything, and then you can start to creating campaigns. Obviously it's free sign up, but then if you want to do campaigns, obviously you're going to have to spend some money into it. So what I did just now is that I'm in the ads manager right here, so I'm just going to click free eight to create the new campaign. Super simple. And then they, Facebook asks me to, what do you want to name the company? So I'm going to name it cold traffic, lead generation auto, so cold traffic.
That basically means that we're going to show ads to people in your area, wherever you may be located. I'm going to pretend that I'm a roofer right now. Let's in Olympia, Florida. So by cold traffic, I'm going to show ads to people in Orlando, Florida that have never seen ads for me before. That's why it's called cold. If you retarget people, if you continue to show those people's ads over and over again, that's called warm traffic retargeting. And that's something I'm going to show up Thursday. And then Legion duration, that's the objective of this campaign. And Facebook asks us right here to campaign objective, what do you want to do with this company? Do we want to do brand awareness? Do we want to do reach? Do we want to generate traffic? Post engagements, page likes for lead generation, we want to generate leads.
And if you're a contractor, normally you know how your sales process look a start. If you have an inbound marketing system like this, meaning, you know, inbound means homeowners come to you, you have like a marketing system set up that brings leads to you on autopilot versus outbound marketing, which is like door knocking. You go out there trying to hunt people. That's outbound marketing. It's very time consuming. It's it can work of course. But if you have an inbound marketing system as we're going to do, people are going to contact you for a free estimate. For example, if you're a contractor too, they see an ad from you where you pitch, Hey, click here to get your fee estimates. You receive that information in your phone, you call them, you set an appointment and you do your thing. So that's why you want to do lead generation. We want to collect some information from the homeowner that's [inaudible] [inaudible] new services. So, and then we can also turn on campaign budget optimization here. And what that is, is that you basically tell Facebook how much you want to spend per day into Facebook ads. So you can do $300.
Hey Barry, hope you're good. Oh, the [inaudible]
The comments are working today. That's awesome. Last time I did this didn't work. Nice to have you here. Very [inaudible]. So yeah, so this is basically where you decide how much one is. I'm going to leave it at $100 a day. We save it to the drafts and then we can just double check everything. All traffic, lead generation, auto looks good. Then we can go to step number two. We're going to create basically what I see here is that will in the Facebook business manager, we have different tabs right here. Why have we have one that says campaigns? We have one that is ad sets and we have one that says ads. So we've created the campaign right now. So I'm going to review a publish that. It's very ask is the music really needed? I liked the music though. Don't you like the music? I really enjoy it. So I'm going to leave it all. Is it too low though? We can let know if it's too low. So then we go into the ad sets and this is what I seen in the in the instructions right here. So we're going to create six ad sets, three ad sets for two unique ad angles. And I'm going to explain what that is. And just a second. And
We're gonna, we're basically gonna do, do different targeting. And the targeting is something that I don't show in this live stream because it's a free live stream. That's something I only show with my customers. So I basically see here that I'm used to audience insights to find the best audiences to test. And also if you want to join our course where we show you exactly how to do the targeting, you can go to lead through from a form, obviously sign up for free call, but we will let you know how it works. But Facebook has a tool right here that's called the audience insights tool.
They updated the design right here, audience insights [inaudible]
The various says yes, the music in the front,
You're in the background.
It shouldn't be like that. I'm going to lower the sound now to five. That should be enough. Like so. So this audience insights tool you can basically drill down to your state, your, and you can find, you basically want to find homeowners, right? You want to be able to target homeowners in your area who are in market for your services. And you can drill down and look around in here. And do your best to find it.
Then when you have your targeting, you want to create a new ad set in here. And did you want to do the following naming convention? So basically the ad angle name and an ad angle is the ad that you're going to utilize. So the headline, the body copy, text and everything. Okay, so the audio seems to work better. Cool. So the ad angle name for this one, I'm just going to name Florida. And then the obvious interest. This is where you put the name of the audience that you're going to test. So I'm just going to name this X for now. If you were targeting, you're basically trying to target homeowners here, right? And then I normally put the age right here, so I want to be able to, I want to know what I'm naming the adsets and I'm going to save to draft. Then when you have your ad set created right here, you can drill down how you actually want to do the targeting.
So you choose your Facebook page, you choose when you want to get started and then you choose the location where you want advertising. So let's say I am in Orlando and then you can say select a mile radius right here and then you can see the potential reach. So if I do Orlando, Florida, 25 miles, it's gonna reach a 2 million people. Then I can narrow down the age, whatever you want to do, the gender, the languages. And then in here the detailed targeting. This is where you put your audience interests of what you actually want to target and you want to be able to target homeowners, right? So if you utilize the audience insights tool, this is where you search for it. So, and you can search for, I'm just going to write a, there's a ton of difference audience and behaviors and interests that you can target here trying to find homeowners.
And again, if you want to know what that is, that's something that we share in our course, lead truven.com as we can go to our website. If you want to learn more about that, you can also drill down the placements right here. So automatic placements, it's, it's Facebook, it's basically gonna show the ad on Facebook, on Instagram, on there. What do the right here. Use our automatic placements to maximize your budget and help show your ads to more people. Or you can click manual placements and you can tell Facebook that you only want to show the ads on Instagram are only one to show the ads on Facebook for example. And also here you can do whatever you want. Some of them are better than others. Yeah, but this is basically how you create an ad set. It's very simple. And then if we go to the next step, we go into the ads. This is where you create your actual ads. Let me do that now on one
So you can select images, you can select a primary text, what you're actually going to write into ads, a headline and description, a call to action button. So learn more. For example. And since this is a lead generation campaign, you have like a lead form within Facebook, which is very convenient. And you can create one here as well. So I'm just gonna select one. So I'm just going to create an ad just to kind of show you how it can look. So I'm going to take, you would obviously create one of your own ads. I'm not going to share exactly the type of ad angles that I'm recommending that contractors use since this is a free stream. That is something that we teach in our course. But basically the whole objective with the ad that you're trying to do for your contractor business is that you want people to opt in with some information for, if we estimate this nationally, and if you watch the livestream that I did yesterday, I showed you exactly how this system should work.
You know, you, you do Facebook ads to generate the lead. You put that lead into a CRM system that's run by marking automation so that you can send that lead information out to yourself and your sales reps. So you get the lead into your phone or your sales guys get the lead into their phone in real time automatically so that you can call the homeowner and set an appointment and so forth. And it also talked about how you can do the followup through the homeowner full automatically so that you don't have to do that manually. So you send 'em a confirmation email or texted a homeowner immediately. You can also do the followup process too to the homeowner with email text automatically. And you can also do retargeting, which basically means that if somebody see your ad today on Facebook that are going to continue to see your ads over and over and over again on all platforms. So you can do Facebook and Instagram, you can do as the Google display network, you can YouTube videos if you want to. You can do LinkedIn if you're like a commercial business commercial jobs. So yeah, so I'm just going to utilize one of my own nods here. So in the headline, I'm going to put the headline skill, your roof and the solar business. And then I'm going to do one of my own body copy texts that I have and I'm gonna put it right here.
And that's basically it. And then obviously you can, I'm going to clear images here. So you can select a media. So you can add an image or you can select the video.
Yeah, I have some stock images here and that's a tip for you. I don't recommend that. Utilize stock images you should utilize. If you're a contractor, you should have your own high quality images that you would take taking yourself or hire somebody to take them for you. But yeah, that is basically how you build an ad. And then, so let me just backtrack what we've done now. So we've built a campaign. We did an ad set and with the targeting and we did one ad. Now what you can do is that when you have one nod, you can duplicate this ad three times or four times so that you have four or five in total. And then you can test different images. So you can have let me see if it's coming. So now I have then it can go into each one of these ones.
You can have different images and I'm going to explain why here in just a second. So for this one, I maybe want to test another image, change image and so on and so forth. Like so. And if you have any questions, by the way, just let me know and I can, I can talk more about in specific, so this is kind of the, now we have one campaign, we have one ad set, and in this ad set we have five ads. Now what you can do is that you can duplicate this ad set because maybe you'd not on one test different images. Now you can test different targeting as well as I'm going to add, I'm going to duplicate this a three times. So that way I have four ad sets and we're going to explain why in here. Just a second. So now we have four different ad sets, Florida. Again, remember that's just the name of the ad angle, just so it would make sense. This ad angle actually named Justin, right? So it should be named Justin. Cause in my ad I'm talking about just in Shelton. Yeah, but I'm sure you get the point. But now when we have these four different ad sets, each ad sets has five ads. So now we should have 20 ads and told him to write here.
So now what you want to do with these four ad sets is that we want to change the targeting for each one. So I'm just going to select one of them and click edit and then you're going to keep everything the same. We want to do the the area the same. So I'm still going to target Orlando, Florida. I'm still gonna do the same age, the same genders, the same placements and so forth. But for this one, I maybe want to do aide, you should put in a new targeting. So if you did X targeting for the first one, I'm going to do Y targeting for this second one. And again, that can be whatever. Really, you just want to be able to do your targeting real well so that your ads are being shown to homeowners in your area. And again, if you want to learn about the best targeting for contractors, you should go to our website, lead driven.com. So I'm just going to name this one Y, so Florida Y or you would put your targeting in here and so on and so forth. Then I'm going to do the third one
And remember again, this is just a real really quick like crash course of how you should build the ads. I'm not trying to show you exactly how to do everything. We have like a six weeks program program where we show you exactly step by step how to do everything. So in here to in this live stream, I'm basically just trying to, if you've never done Facebook ads before, I'm just trying to show you how it looks and kind of how it works. And again, if you have any specific questions you can just let them know. So now I'm, I'm inside the third one. I'm going to keep everything the same. The targeting the same and everything. But here on the detailed targeting, you would do another targeting that you want to test. And then you do the same thing. For this one, I'm going to name this [inaudible]. These names doesn't mean anything. I'm just you just to have the name of your ad and then the what you're actually targeting. And for the fourth one here, I would select a new type of targeting, but keep everything the same. Oh, I can review and publish.
So this is basically how you, how you do it in a very crash course type of way.
The most important things that you have to figure out, we need build an advertising campaign on Facebook is the actual ad angles. What are you actually writing in the ads? That's really important. Images you use and also the targeting. It's very important. And then also this system that I talked about in yesterday's livestream like the CRM system, the marketing automation, how do you connect everything? How do you automate everything? How do you put it together? Now we have one campaign, a CBO lead generation campaign. We're spending $100 per day. We have four ad sets, and within each ad set we have five ads, which gives us 20 odds and total. So now what's Facebook is going to do is they're going to take those a hundred dollars per day and they're going to allocate those a hundred dollars and test what? Which one of these four ad sets works the best essentially.
But now what you can do if you want to take this a step further, is that you can do, you can test two ad angles simultaneously. Now we are only testing one ad angle and we have one set of images for this honorable. Now what you can do is that you can test another ad, angles, volt, another headline, then another body copy, and another set of images. So this ad angle, I'm going to name Justin, it's going to be the name of the second article, the targeting, and then the age that I want to target. And then we're going to move into the ads. Then you're going to do exactly the same thing as we did earlier, but you're gonna have a new ad angle essentially. Can I save to draft? So then I have another angle here prepared. I'm actually going to have the same headline for this one, but I'm going to have a new body copy text I'm going to call. Then you want to do a call to action button, learn more for example, and then since this is a lead generation campaign, you want to have a lead form as well.
And then you want to select an image as well.
Just want to change image
Let me select a new image here
And then you can duplicate this ad four times again so that you have five in total duplicate
Then you can go into each one and change the ed like so that you have five unique images for each ad. I'm going to do that now and change image
And for the third one I'm going to change the image for this one as well.
The fourth one, I change an image you can mix in. You can do images here and you can mix in some videos as well. If that's something that you want to do.
I can show you an example here of a video
Or I can do an image. Yep. We can keep it like this. I'm just wanna you just going to have five unique images. Basically. That's what I'm trying to get across.
So now we're going to do the exact same thing for this ad angle. This wall, we're going to duplicate it four times, three times, sorry. And then you're going to do exactly. It's the same thing as you did for your other animal. So you're going to go into each one of them going to remove the copy. You gonna put the name of the, you had four different interests that you target previously and you're going to do the exciting thing for this one, for this other ad angle. So you're going to keep everything the same. We're going to put in all the same information. You're going to do the same area. So Orlando for example, 25 miles, the same age as you had before. You're gonna put the detailed targeting in here, the exact same thing as you did earlier. And then going through the third one, it is exact same thing again. But then the, I duplicated the ad set before I put in the right information here. So I'd just have to redo it for each one, which is fine. Some repetition is the best type of
And then you put the the third targeting in here under detailed targeting and you select the the placement as well if you want to do manual or, or Adam automatic. And then for the fourth one you do it again. So you do the same area again.
You put in the detailed targeting that you had for the, for the previous one is wall and you keep everything the same. Now I'm going review and publish
And that is basically it. I know this can be quite confusing if you've never done Facebook ads before. Reason number one is that you've never done it before. Reason number two that I'm doing it in a like very obviously since this is a free stream, I'm not showing you exactly like the targeting and the cycle of what type of
Ads or ad angles to use on ultimate showing you exactly what type of images to use and so forth from leaving. Quite a few puzzle pieces out there, but I'm still showing you the overall structure of how you build a campaign. So we do, I can just backtrack what we did. We created a cold traffic lead generation campaign on Facebook. Inside the Facebook business manager, we did a CBO campaign, which stands for a campaign budget optimization. So we instead of telling Facebook, we have, you know, eight ad sets here, you can do an ad set optimization, a lot of crazy names here, but basically an ad set budget would be you tell Facebook how much you want to spend per ad set. So maybe I wanted to spend $20 per ad set or $10 per ad set. It would be $80 right? 80 times 10 but now we're doing a campaign budget optimization.
If a click edit here, you can turn on this little button here that says campaign body optimization or CBO. And then you just tell Facebook on the campaign level how much you want to spend per day. For example, $100 per day. And then Facebook will go into your ad sets and you can have one ad set in here or you can have how many ad sets you want. And it's going to allocate those hundred dollars into each one of these ad sets. And it's going to basically do the testing for you. It's going to basically test one ad set, see how it's performing, test another one, see how it's performing, and then it's going to spend the most money into the answer that is performing the best essentially. So that's why it's important that you feed it some variation at, and it's, it's important that you test different targeting and it's also important than that you know what type of targeting to do.
And that is something that we show in our course, but you can figure it out yourself as well. It's just going to take you some time. It's going to cost you some money to do your own testing. And you also need to figure out what to actually write in the ads, right? So if I go into one of these ads here, we created one ad, bad example. Let's do the Justin one. So you have one ad set and you tested five different images. And that's also good practice to test different images simultaneously because then Facebook is going to spend different amount of money into different ads here. See what image is working the best. So that's kinda how you test that. So that's why it's also very important to know what you write in the ad. What headline do you have? What image do you use?
What type of video do you use? And do you do, what type of campaign do you do? Do you do lead generation campaign? We'd like a lead form inside Facebook. We do two conversions campaign so that you drive the traffic to like a landing page somewhere. That's also something that you have to figure out. And then finally what you all the final thing and like one of the biggest puzzle pieces that you need to figure out is the back end system. And again, that's something that I talked about and in the live stream yesterday. So when you generate a lead, what happens with the lead? Do you save that lead into like an Excel sheet somewhere? Do you call them immediately? If they don't answer, how do you follow up with them? How do you automate that process? How do you send out the leads to your to your sales reps automatically?
Because automation is really the, the key here. Now when we have computers and all of this, you don't need to hire an agency to do all of this work for you and pay them three to four or $5,000 per month in just management fees because they are just going to create their own automation system onboard you as a client, do an automation system, collect your money every single month and basically have it run for itself. And then just tweak the small things in here, the targeting and the ads month to month. So that's why we have our course right on leads, roofing.com where we show you exactly how to build up that automated system. But we also show you how to do the targeting the right way, exactly what to write in the ads, what images to use, how to do this testing. Do you show your ads on Facebook or Instagram mostly?
Why do you do that as so forth? And then we also offer ongoing support. So it's a one time fee you don't over course would give you the entire plug and play system. You set it up yourself, takes you two to four weeks, two to four weeks. And then ongoing after that you have to spend like 10 minutes per day to report on some numbers. Like how much money did we spend yesterday? How many leads did we generate, how much did we pay per lead? How many appointments did we set, what was the conversion rate from lead to appointment? How much did we pay per appointment? Also did we make any sales? Obviously, what was the conversion rate from appointment to sell? How much did we pay to acquire a sale or a sale? How much revenue did we collect, how much cash did we collect and what was the ROI?
Meaning you will know your numbers, your marketing, you will know where your marketing dollars go from day to day. You will be able to track your numbers all the time because always when I speak to contractors on the phone and we discuss like their current type of marketing, they have no idea what their numbers are. Yeah, we do some SEO, we do some Google ads, we do some TV commercials, we do some radio commercials and we do some direct mail as well. Okay. How much do you pay per month per lead or how much do you spend in advertising per month? They normally know that pretty well, but then how much do you pay per lead? Yeah. Do you mean like the TV commercials or do you mean like the radio or, yeah. Overall, how much do you pay per lead? I would have to, I would say approximately.
They have no idea essentially. And then I ask them. Okay, so what's working the best? Is their TV or the radio working the best? Oh yeah, I think it's the TB. Okay, but what is working the best though? Like do you track that thing? Do you know what's generated? Generate most of the leads? No they don't. So that's why it's so important that you can track your metrics. Like day by day down to the dollar. You should know, you should not only know that Facebook works for you, you should know what ad angle works the best for you. What image works the best for you? What targeting works the best for you? What ad angle, what image and what targeting works the best. Because when you know that you can just spend more money into it, you can generate more leads, more appointments, more customers, and now you have like a, a roadmap to be able to grow your business instead of just throwing money at the wall.
Like yeah, I'd do TVs or more to do radio. Some more. Yeah. Do some a, I dunno, do some more Google ads. It's, I think it's working now. You actually know exactly what works. Now you know exactly what lever to only if you want to scale things. And also if you'd go through our course a course and you own the system yourself, it's going to be a lot more cost effective as well because you remove the middle hand. So yeah, that's basically what I had prepared for today. On Thursday I'm going to do another live stream or actually show you how to do a retargeting campaign. So when you generate a click from one of these ads or generate somebody, see your ads who go to your Facebook business page or they visit your website, you can retarget them, you can follow them around, you can creep them, you can stock them, essentially are all over the web.
So if they see your, once you, they will be able to see at CRS from your contractor business, excuse me, pretty much every single day across all platforms. So I'm going to show you how to do that as well on Thursday. And then on Friday I have a presentation video kind of show you how the system works and if you want to get started with our program, how would that work? Et cetera, et cetera. So that's basically it's what I had prepared. We don't have any more questions, so I'm gonna leave it at that and again, visit our website [inaudible] dot com go and check out our free training. Like if you want more exclusive and high quality leads for a contractor business, you should go to [inaudible] dot com we teach you how to do it. We offer you ongoing support on how to run it and how to get successful with it.
So you just click free training, your opt in for a free training and then if you're interested, you can fill out a little form, you can schedule the call. We explained some more about how it works in detail and then if you're interested to join, you can join. Then if you're not, that's totally fine as well. So that's basically it. I see some people just tuned in. I'm just about to close it. So unless anybody has any specific questions for now, I'm just going to end today's live stream. Obviously you can watch the replay on Facebook. I'm going to host it on. You can see it on LinkedIn, you can see it on YouTube. I'm going to post it on Instagram as well as it's going to be a, the replay is going to be all over the place, but I don't think I can see the comments on LinkedIn in this software that I'm using, which kind of bugs me up because sometimes I get comments on and questions on LinkedIn, but I don't see them in here. So I'm sorry if you're watching on LinkedIn, I can see your questions a forum too, fortunately, but that's about it. I will end it now. Thank you for tuning in. Next livestream on Thursday and yeah, stay safe and this coven 19 craziness and have an awesome day.