The Recap

• Sorry for tech difficulties and the “pitch fest”

• Don’t forget why we are here….

“There will be 2 types of pages, those with millions of fans and those with a few thousand”

– Brendan Burchard

What We Are Covering Today

• Niche Selection

• One Penny Clicks (adding to Spence’s video)

• Deep – Lateral – Targeting

• Demographics/Insights/Mass Media Buys

• Cloning

• Offline Ad-Mastery

Niche Selection• Irrational Passion – (dogs, cats, scrapbooking, sports, odd hobbies)

• Does it affect 1 in every 1000 people?

• Is There Community? – (will people come together?)

• Is There Controversy? – (will people stand up and fight for what they believe in? … ex: pit bulls)

• Bonus: Is it happening right now? – (Fireworks, Michael Jackson, 9/11, PPV Fight, Huge Sports Game)

One Penny Clicks

• Do the OPPOSITE of everyone else

• Short punchy ad-copy

• Deep Targeting (more on this in just a few)• Clear Call To Action• Social Photo

Deep Targeting

MMA

Fighters Fighting Styles

Anderson Silva Jon Bones Randy Couture Jiu Jitsu Boxing

Gracie Jiu Jitsu

Brazilian Jiu Jitsu Muay Thai

Kickboxing

That Chart Made This…

Mass Media Buys

• Long-term campaigns are a numbers game

• Where is the traffic going? ( pros & cons )– Inside FB?– To an external URL

• Split testing is KEY (more on this in a sec)

• “Control” ads are everything

• CPC … CTR … FRQ … Social Reach – (demographics…)

Demographics/Insights

• Why are they important? – (CPC, CTR, Frequency) – This determines how

many clicks you get– Cheapens your clicks drastically

• Where to get them ( show examples )– FB Insights: Inside your admin panel– Quantcast: www.quantcast.com/– Google: www.google.com/insights/

Split Testing

• Why Split Test?– People get less responsive to the same images, ad-

copy, and ads in general– You’re losing money if you don’t split test

• There is a lot of noise out there… but only ONE correct way to split test your ads…

Split Testing: The Right Way

You Start With 4 Different Ads

Ad 1 Ad 2

Ad 3 Ad 4

Split Testing: What You Just Did…

• You took 4 different ads and ran them all at once to decide what your “winning ad” is

• This winning ad will now become you “control” ad

• The next part is where 90% of people mess up

Split Testing: The Wrong Next Step

Ad 1(constant)

New Ad(variable)

New Ad(variable)

New Ad(variable)

Split Testing: The Right Way To Do It…

Ad 1(Constant)

Ad 2(Constant)

Ad 3(Constant)

Ad 4(Variable)

Ad 1, 2, and 3 are the exact same ad…

Split Testing: What This Does For You…

• Most of your ad budget is spent on your highest converting ad… (crucial to mass media buys)

• You can continue to test without breaking the bank or your results

Cloning

• Don’t re-invent the wheel!– Step 1: Find A Winner

– Step 2: Clone The Ad

Offline Ad Mastery

• Direct Ads – Highly Paid Clients ONLY

• Community Crusher -- Ex: Dr. Ben Adkins

Re-Cap

• Predictions: The Future• Niche Selection• One Penny Clicks • Deep – Lateral – Targeting• Demographics/Insights/Mass Media Buys• Cloning• Offline Ad-Mastery

The End

The Next Training Will Come Out On 04/20/2012