Problem - You Can't Crack Cold Traffic:
“I tried Facebook ads and ended up wasting thousands of dollars! It just doesn’t work for my type of business/offer”
Sound familiar?
One of the most common problems we encounter is agency owners who (either themselves or their clients) can not crack cold traffic.
What do we mean by cold traffic? We mean taking people who do not know who you are, what you do, how you do and who are completely uneducated – then converting them into customers.
Often we see this is the biggest obstacles for most agency owners and businesses.
Usually they will average over 30% conversion rate on sales, even 50% and above with their warm network via organic/referrals – then they run Facebook ads and that number plummets to below 5%.
Here is how to make cold traffic work.
What Our Customers Do
The easiest way to make cold traffic work is by having:
1. An irresistible offer built for cold traffic – check this out by looking at our low ticket down sells!
2. A qualified AND high intent driven audience.
Notice I said qualified AND intent driven. Both are equally as important and until we built it…there was not really a cost effective way to do this.
Example: You are getting an influx of leads who really want what you are selling however every prospect is below $5k per month in revenue and no one qualifies. The intent is there…but the lead still won’t lead to a sale.
To get both qualified AND intent driven audiences our customers we do the following:
- First we identify the intent segments (usually an in-market) then layer this on with revenue and/or income.
- We need to make sure the list size for 24 hours is big enough (at least 20,000) OTHERWISE when we load this into ad platforms it won’t even run or be more expensive.
- Once we have a decent audience size, we either sync this directly via the AudienceLab integration (recommended) or we manually upload.
- This next step is key – we are going to take the custom audience and do the following:
- Build 1 lookalike audience which is from 1-4%.
- Load this into our Facebook campaign. Set the campaign optimisation for CBO (Campaign Budget Optimisation).
- Set-up the targeting so that you are using both the lookalike AND the custom audience you originally built.
- This will essentially give Facebook both options.
Real Examples of Customers Doing This
Marni used this method to generate quality leads for her client and win a "bake-off" with another agency:
Robert used this with his annuities client to generate $471k with 1 audience
Why This Is Important
The key to scaling is the ability to take a cold prospect and convert them into a customer. If you can do this – you are able to print money. This is going to be the biggest needle mover for your agency/business BUT also the biggest bottleneck. Most agencies follow traditional advice and just “trust the algorithm” then spend majority of their time making creatives only for ad platforms to give them unqualified leads.
