I’m going to be honest with you: trying to sell even the best product with Facebook ads is tough.
Think about it: when you’re on Amazon or Modcloth or Staples.com, you know that you’re going to have to open your wallet to get what you want. But most people aren’t hanging out on social networks with the intention of spending money.
Combine that with the fact that 99% of Facebook users have never heard of you, your business, or your killer product? I’m telling you, you’re going to spend a looooot of money on ads before you make a sale, even if your product is cheap!
But that doesn’t mean I close up shop when you open the cart in your latest launch. On the contrary: that’s when I get reeeeeal creative with Custom Audiences and your email list.
For example, 4 days before a recent client closed the cart on her digital product, I created a Custom Audience that targeted specific people: anyone who had showed an interest in the product but hadn’t purchased yet. I was able to get that info from Ontraport, her email marketing provider.
I ran ads reminding people that the cart was closing soon, and drove people to the testimonials page so they could learn about others’ experience in this program. We spent just under $80 on this “final push” campaign, and we brought in 20 more sales for $100 a pop.
It is possible that those 20 conversions might have come in even if I hadn’t run those ads. After all, don’t most people put online purchases off to the last minute anyway? Maybe, but chances are that some would have missed the deadline, while others wouldn’t have even realized that the cart was open at all.
So those 4 days of Facebook ads ended up acting like an $80 insurance policy that assured that extra $2,000 in revenue. Pretty nice return on investment, don’t you think?
So for your next launch, think about taking out your own insurance policy in the final days before the cart closes. Creating a Custom Audience is actually really simple – check out this video tutorial and get yourself set up in a matter of minutes, literally:
Don’t shy away from this strategy just because it involves a little work on the back end! Remember, it gets easier every time you use either the Power Editor or Facebook’s regular advertising interface.
Got questions? Hit me with ’em in the comments below!