One thing I think Facebook Ads are perfect for is generating fresh leads for your business.

In this 3-part video series I’ll show you how to create an entire lead generation funnel, soup to nuts, starting with nothing but a pdf.

This series was recorded live, in front of an entrepreneur group, and was not pre-planned or scripted. So you’ll be able to see my entire thought process behind everything we do.

Check out the links to different videos in the series below:

Part 1: Setting Up a Lead Generation Funnel in ClickFunnels

In this video, we start with nothing but a pdf document to give away to potential prospects. Then we fire up ClickFunnels and start creating a landing page to send the traffic to.

You’ll see how we come up with copy that is highly likely to convert the type of prospect we are looking for. If you’ve ever been at a loss as to what to write on a landing page then this video will probably make it a lot easier for you.

You’ll also learn all of the technical details on creating a landing page in ClickFunnels. I make it as simple as possible.

Part 2: Setting Up Facebook Ads for Lead Generation

In this video we’ll take the landing page we created on the previous call and actually start some ads. There’s a lot of information in this video.

You’ll learn how I come up with copy to write that captures the attention of the ideal prospect and that is also congruent with the landing page. Like I said, we didn’t plan any of this before, and I was very pleased with the way it turned out.

You’ll also learn the best types of images to use and how to get Facebook to test them and find the best ones for you without too much hassle on your end.

Then you’ll see the best way to set up a lead generation campaign for maximum conversions.

Plus, you’ll see how we came up with audiences to start testing.

Part 3: How to Manage and Scale Your Facebook Ads

In this video we go over the results from testing.

You’ll see the best way to look at the results to find out what images work the best.

You’ll also see how I threw away audiences that weren’t working as well, found new audiences to try out (based off of the ones that did well), and how I go about testing out new audiences.

FREE CHECKLIST: Specifically For Coaches and Course Creators Wondering Why Their Facebook Ads Aren’t Working:

A New & Different Way To Quickly And Easily Multiply Your Leads, And Increase Sales From Your Ads By Only Monitoring 4 Crucial Numbers…2 Of Which Aren’t Even In Facebook!

Grab it here: https://whiskeyneat.com/campaign-balance

In this section we’ll create a brand new lead generation funnel in ClickFunnels and get it ready to run Facebook Ads traffic to.

Other Sections:
Part 2: Setting Up Facebook Ads for Lead Generation
Part 3: How to Manage and Scale Your Facebook Ads

FREE CHECKLIST: Specifically For Coaches and Course Creators Wondering Why Their Facebook Ads Aren’t Working:

A New & Different Way To Quickly And Easily Multiply Your Leads, And Increase Sales From Your Ads By Only Monitoring 4 Crucial Numbers…2 Of Which Aren’t Even In Facebook!

Grab it here: https://whiskeyneat.com/campaign-balance

====Transcript===

Tom:

Okay. Very good. Very good. Well welcome, welcome folks. Tom here with our special guest tonight, Chuck Sharpsteen. Chuck, he’s amazing. He’s an awesome guy. And he’s a flipping genius with ClickFunnels and Facebook ads. And I’m really excited that he’s going to share this with us tonight. He’s helping me out tremendously because I’m here in Colorado Springs on grandpa duty with Katie, and we’re going to have a whole lot of fun tonight. So how you doing. Chuck?

Chuck:

Pretty good. How are you doing?

Tom:

Doing great. Thanks. I need a little sleep, but other than that, baby’s

Chuck:

Congratulations on the baby.

Tom:

Oh, thank you. She’s doing great. And sleeping and feeding off of mama, and all things are doing really well. And getting into a bit of a routine as it should be.

Chuck:

Awesome.

Tom:

Yeah. Yeah. So tonight, I’m coming from the nursery at Laura and Eric’s house. And so you’re looking at me up here in the Zoom, and we got that recording and over here on the left, and I have you on Facebook Live. So welcome, welcome everyone. And sit back and relax and write stuff down, and get ready to ask questions. And then of course, like I always do, I’ll upload the training into the Facebook group later on tonight. But Chuck, tell us a little bit about yourself. What you do, how you do it, and how you can help each and every one of us irregardless of what our business is?

Chuck:

Cool. Yeah. And first I think you said, you wanted to put the link for Zoom in there? Cause I don’t think everyone will be able to see the screen, right?

Tom:

Right. Well, the folks that are on the Facebook Live, the link for the Zoom is just below where this live is going now. So we have two folks on. So folks, if you want to let me know who you are and where you’re from, that would be awesome. And my phone is intermittent. It’s an older phone. So I’m waiting for Santa Claus to send me a new one. But if you’d like to get your questions answered, look below in our Facebook group and the link to the Zoom is down there. So jump on in. And as soon as you come into the Zoom, I’ll bring you into the mix. We got [Nettie Reeves 00:02:49] watching, man. This girl is beautiful and brilliant, Chuck. So you’re going to really like Nettie. She’s been harassing me since I’ve been about 12 years old. But welcome, welcome Nettie. It’s so good to see you, and Merry Christmas.

Chuck:

Awesome. Yeah. So yeah, I think it’ll be a lot easier if someone wants to jump on Zoom, and it’d be easier for them to follow. But as far as me, I’ve been doing this stuff for almost 10 years, as about as long as I’ve known you. Because we met doing the same thing, affiliate marketing basically. And primarily focused on Facebook ads. But I also do a lot of the tech side of things. So what we’re planning on doing here is having a few Lives where we take this ebook that Tom and…

Tom:

Lauren.

Chuck:

Lauren?

Tom:

Yes. Lauren Roy.

Chuck:

Tom and Lauren made. And what we’re going to do is show you how to turn it into basically a small lead magnet funnel using ClickFunnels, and then how to run Facebook ads to it. So you’ll see the whole process from start to finish. From having the actual ebook itself, to getting it up and live and running traffic to it. So that’s the whole idea. We’ll probably break it into three different sessions today. We’ll just cover getting the ebook up onto ClickFunnels. So we have a landing page that people can go to and often. And today we’ll end it there. And then the next one we’ll go ahead and get ads live. And then the one after that, we’ll look at the ads and see what we need to change.

Tom:

Awesome. Thank you. Thank you. This is going to be fun. I’m looking forward to it.

Chuck:

Cool. So yeah, you want me to just hop in into your ClickFunnels here and get started?

Tom:

Please do.

Chuck:

Okay. Cool. Oh, hold on. Does it look like I have control of your screen here?

Tom:

Yes, you’re you’re moving the mouse, man.

Chuck:

All right, cool. So it might be a little laggy because I’m actually controlling Tom screen from my end.

Tom:

Yeah, because you don’t want me controlling my screen. Watch the speed that Chuck works at.

Chuck:

Just so if-

Tom:

That’s why he has access to all my stuff.

Chuck:

If you guys have never heard of ClickFunnels, basically what it is is an easy way to create landing pages and things like that for your business. If you want to create just a lead magnet, webinar funnel, an entire sales funnel with upsells and downsells, you can do all that. And it’s just, to me, it’s the easiest thing you can get into to create those, especially if you don’t know how to code. I don’t know how to code. But I’ve been using ClickFunnels probably for about six or seven years. Would you be able to log in for me on here? I don’t have all that info in my head.

Tom:

Uh-huh (affirmative). Okay. Let me put this down. I got to rotate my phone. You know my password probably better than I know it.

Chuck:

I have to look it up. You don’t have it on you?

Tom:

Let me see. I don’t remember what it is. And that notebook’s up in Windsor.

Chuck:

Let me get into my password manager on my computer.

Tom:

Sorry about that. I didn’t even think about this.

Chuck:

Oh no worries. Let’s see here.

Tom:

Standby. Nettie, get down and get onto Zoom. Come on. Old dogs learn new tricks, and you’re a lot younger than I am. There we go.

Chuck:

Cool. So we got in. So awesome. Yeah, so this is where you get started. If you guys don’t have ClickFunnels, I’m sure Tom has a link where you can get some kind of deal or something. But all we’re going to do is go ahead and start right from here. We’re going to say build a funnel. And then we’ll just get started from here. Since we’re just creating a lead magnet, I’m just going to choose this, collect emails, and it’s going to give us a list of templates. And let’s see. What’s the ebook called again?

Tom:

The ebook is called Cracking the Code.

Chuck:

So I’m just going to name it that. You can name it whatever you want. It’s just for your organizational purposes. We’re go to say build a funnel. So the way it’s set up right now, it gives us two pages to choose. We haven’t chosen a template yet. But basically the opt-in page is going to be the page they initially go to where they can see a headline and things like that, and then enter their email or whatever other information you’re asking for into that. And then the thank you page is just where they’re redirected to after they enter their information. Just saying thank you for considering our download, or whatever you want to say. So I’m going to just go ahead and scroll through all these and pick one that I think looks good. I’m pretty sure there’s one down here that-

Tom:

And how many of them are there?

Chuck:

Oh yeah. They have a ton.

Tom:

These are all proven funnel templates, which is really cool.

Chuck:

Yeah. They have a bunch in here. Here’s the one that has a book cover, and we’ll go ahead and-

Tom:

Oh, sweet.

Chuck:

… I’m just going to go ahead. Ours won’t look as fancy, but it’ll look fine. Cool. So I chose that template. It’s just going to create it here in our funnel step. So once that’s done, we can just go ahead and click edit page, and that’s going to bring us into the actual part where we can edit the funnel. So this is basically what it looks like. And it has some generic text in here that we’re just going to change. Probably delete some stuff too. So cool. I’m going to go ahead, and what we’re going to do is just put the cover image for the funnel here. So I did take that. Where is that?

Tom:

Right there.

Chuck:

That’s it? Okay. So this is the ebook here. A bunch of pages. I’m just going to take the main cover of it. And that’s going to be the image we’re going to use. So I’m going to go back to ClickFunnels. Now I already did this on my end to make things faster using Photoshop, but it’s a pretty simple thing to do. And this is it right here.

Tom:

Dude works at the speed of sound. This is amazing. Find a genius that can do these things for you and your life gets easier. Guaranteed.

Chuck:

Cool. So yeah, we have the cover here. Let’s see. And then we’ll just go ahead and change the headline. So when you’re looking at the headline, that’s going to be the most important part of the landing page. You really want to just think of what is the main thing that your prospects are going to get from this? What problem is it solving, or what pain is it overcoming? So I know we talked a little bit about this, but what would you say the main pain is that this ebook would take care of for your prospects?

Tom:

Well, what it does is it’s the key to manifesting your vision each and every day.

Chuck:

Okay. So helping people get what they want. Is it specifically for entrepreneurs or

Tom:

This is anyone? This is really personal gain and professional gain. Absolutely.

Chuck:

Okay. The people you want though, would they be entrepreneurs, or are you just looking for anyone interested in doing this?

Tom:

Well, my first choice would be entrepreneurs. Yes.

Chuck:

Okay. So yeah, we got to go ahead and think of something to say here. I’m going to go ahead and get rid of this logo here because we don’t need it. If ClickFunnels will let me. Are you there?

Tom:

I am.

Chuck:

Does it look like it froze on your end?

Tom:

It does. You have it just sitting on you. Okay. So what we need to do is move. Maybe I can do this. Nope. It’s got to be you. Oh no. Here we go. How’s that? Now you can get up to the delete. There you go.

Chuck:

Huh?

Tom:

It’s not doing it.

Chuck:

No, it’s not working for me.

Tom:

Hmm. Oh, okay. Go up higher, and let me… Here we go. Now you’re good.

Chuck:

Okay. So let’s see if this works. Delete. Huh?

Tom:

No, no. Here, I’ll hit okay. Go ahead.

Chuck:

Okay. I didn’t see that pop up. So there was a window that popped up?

Tom:

Yeah. There’s a pop-up up in here.

Chuck:

Okay. So that’s going to be an issue, I guess, on this. Cool. So yeah, we’ll just have to think about what is the main thing that people are going to get out of this. We can actually leave this discover. I think that’s going to get people interested. And it’s not a bad thing to say. It’s pretty interesting way to put it. So we can say, let’s see, “The keys to manifesting your vision each and every day.” So discover how to design your day around the life you want. Something along those lines?

Tom:

Absolutely.

Chuck:

So how would you say that?

Tom:

Just like that, and lets pretty it up.

Chuck:

Oops. To-

Tom:

Intentionally and purposefully manifest your vision.

Chuck:

I can’t spell.

Tom:

That’s all right. You’re just an SOA [inaudible 00:14:04].

Chuck:

Intentionally and purposely, what? Manifest.

Tom:

Manifest your vision. How does that sound? And then you’ll be surprised how easy and effective this process is is ideal already.

Chuck:

Okay, cool. So we can go ahead and leave that. That’s probably not always going to be the case where you can just leave most of the stuff. Discover is going to be a common thing to catch people’s attention. And then like I said, well, what want to do is we want to think of the main benefits someone’s going to get out of getting this ebook, and basically relay that message right here. So that’s good. And then as far as all this, we don’t generally ask for more than an email. So I’m going to go ahead and get rid of the enter your name here. So I’m going to click that, and then I guess you’ll have to click the okay button because I can’t even see it.

Tom:

Yep. There you go.

Chuck:

It’s really weird. Cool. And then yeah, so this’ll just require people to enter their email, and then click the button here. So we don’t want them to sign up. So what we’re just going to do is change that. You can see each one of these elements. This is the cool part about ClickFunnels. I’m just kind of going through all this without explaining it. Each one of these elements are editable. So you saw before there was just an image of a book. I just clicked on it. I just changed the URL for the image, which is an image that was already uploaded into ClickFunnels. If we needed to upload it, we could just click here and we’d be able to find it on our computer. Let’s cancel this. And then everything is editable. So if I wanted to go here, and I didn’t like the size or the color of this, I could click the settings for this. And I could just change the size to whatever I wanted. I could change the color if I wanted to, but just for ease of everything, I’m just going to keep it like this for now.

Tom:

And I really like that color. I mean, it matches the cover of the book.

Chuck:

Yeah. It matches it.

Tom:

Beautiful.

Chuck:

Yeah. That’s pretty cool. Yeah. And then instead of what was here, it said something about signing up, which they’re not signing up for the book. So let’s see. I’m going to say something that kind of-

Tom:

Get instant access.

Chuck:

Or like manifest your vision now, or something like that?

Tom:

Ooh, I like that.

Chuck:

Or actually I’m going to put it…

Tom:

Now, would it benefit us to put something like let’s manifest my vision now? Or is the command manifest my vision now enough?

Chuck:

Yeah, we could definitely add that. I just like to put something that has something to do with what they’re going to get once they do it. So you could see when we put that extra word, it made this go to a second line. So all I’m going to do is drag the font size down a little bit for this. So it’s back on one line.

Tom:

I like that.

Chuck:

Yeah. That’s cool. That’s how easy ClickFunnels is. That’s why we use it. So yeah, that’s probably it here. That’s probably pretty good for a headline. So yeah, what we can do here is probably choose three different things. This would be kind of bullet points of things they’re going to learn. So maybe the three main things they’ll get out of it. So I think you came up with some of those earlier today.

Tom:

Yes, I did. And I sent them to you.

Chuck:

And what we’re trying to do here is just go a little deeper than what the headline is. The headline is the main the one big thing they’re getting overall out of the book. With these three different bullet points, we’re basically just trying to go a little deeper into three smaller things that are inside that build on the main thing.

Tom:

Okay. So keys to cracking the code, you will learn and apply how to dare to dream and have the courage to pursue it.

Chuck:

Okay. Yeah. I’m not seeing any of that. I think what happened is you must’ve only shared the Chrome browser. That’s why I’m not seeing anything else.

Tom:

Okay. So do you want me to, because I don’t have it written down, I just have it in pages that I sent it to you-

Chuck:

Yeah. Well, is it in the ebook? Did you pull that stuff out of the ebook?

Tom:

Yes. Great idea.

Chuck:

Yeah. So let’s just, because that’s shows everybody how it’s not too difficult. We don’t need to think of something new on the spot. We’re just pulling the main things out of the-

Tom:

Right here. Dare to dream and have the courage to pursue it. Duh, Tom. You see why I don’t do this.

Chuck:

So that’ll be one of the things?

Tom:

Yes.

Chuck:

Okay.

Tom:

Recognize what you do now, and what do you want to do in the future? Is that too long?

Chuck:

And so would these be three different bullet points, or are we pulling them from somewhere else?

Tom:

No, no. These are three different bullet points.

Chuck:

Okay. So this is kind of overview of the rest of the book?

Tom:

Yes.

Chuck:

Okay, cool. So dare to dream and have the courage to pursue it. So yeah. We’re just going to pull those main bullet points out of here. Let’s see. So what was it, dare to dream? And what was it? Have the courage-

Tom:

Have the courage pursue it. Okay.

Chuck:

So we can go ahead and make that bigger. I’m going to go ahead and take this one away because we don’t need that headline from this bullet point. So I’m just going to click it here, click the settings, and we’ll just go to something that looks good. That looks good.

Tom:

Yes, it does.

Chuck:

Cool. And then let’s see, where was that ebook at?

Tom:

Right here.

Chuck:

Oh this is it.

Tom:

There. Sorry about that. Now I’m messing with his mouse. And then, let’s do speak success into your mind.

Chuck:

Okay. So then we’ll do the same thing. We’re just going to change the text to, I think, it was 22. That’s what we set the other one too.

Tom:

Let me get up there.

Chuck:

I forgot all about that.

Tom:

Okay, go ahead. The mouse is yours.

Chuck:

And then the third one would be…

Tom:

Let’s do fuel your mind with new possibilities.

Chuck:

Okay.

Tom:

I like that word fuel.

Chuck:

Yeah. Oops. That’s not how you spell fuel.

Tom:

You got it close.

Chuck:

With new possibilities? Is that what it was?

Tom:

With new possibilities. Yes. And folks, as you get onto the Facebook Live, click on the link for Zoom, and come on in and interact with this. You’ll be able to see the speed at which Chuck works. But more importantly, you’ll be able to see how easy it is to do ClickFunnels, which is an awesome tool.

Chuck:

What on earth? How am I spelling this wrong? Oh, there it is.

Tom:

There you go.

Chuck:

I don’t know what’s going on here.

Tom:

Oh, I was messing with you. I was going to see if we had other folks jumping in onto Zoom. Let me hit okay. Okay.

Chuck:

Cool. Yeah. So we probably want to change these. I’m trying to think. We could try to see if ClickFunnels has something that looks good that goes with it. But we’d have to find three different things that look like the same group.

Tom:

I can do this at another time, Chuck.

Chuck:

Okay. And I can just delete them completely right now.

Tom:

Okay. Sounds like Grandma’s home. She was coming from Fort Collins today. She had a bunch of work to do up north. Yeah, she had my tripod too as far as my camera.

Chuck:

I’m just going to make this say what…

Tom:

I like it.

Chuck:

Let’s see. Cool. And then I mean, I wouldn’t generally worry about having something like this down here. Obviously that would be a place for you to add your information. But for time sake, we might want to just go past this. So we’ll just assume that this is what Tom looks like. And this is about Tom.

Tom:

Dude, if you think I’m a homely looking man, I’m a really ugly looking woman. I ain’t a crossdresser either.

Chuck:

So cool. Well, I mean that’s pretty much it right there. Yeah. The only other thing you need to do is you either need to be using ClickFunnels’ built in email service, which I think you need the more expensive plan for that. Or you need to be using something like a GetResponse, or AWeber, or Mailchimp. You need to hook that up.

Tom:

I do have GetResponse, and I really like it. And it’s only like 15 bucks a month. And ClickFunnels is I think… What is the cheapest one at ClickFunnels? Like 39.99 a month or something? Mine is 100 dollars a month.

Chuck:

Yeah. This is the 100 dollars a month one. And then the next plan is like $300 a month.

Tom:

Okay. So this one that I have is more than plenty for you and your business, absolutely.

Chuck:

Yeah. You would still need something like GetResponse though. So the way you would hook it up with GetResponse is you’d have an email list in GetResponse or whatever you’re using. So if it’s AWeber, GetResponse, Mailchimp, they’re all pretty much the same. All you would do is go to integrations. And it has to be installed with your ClickFunnels account. And in your case, we’d just go to GetResponse. And then the action.

Tom:

Let me hit the okay. All right.

Chuck:

Okay. And then action. We’re going to say…

Tom:

It’s be EAE Group.

Chuck:

I’m not seeing anything. Do you see anything come up in there?

Tom:

No, I did not.

Chuck:

That is your account, right?

Tom:

Yeah. Yes. No, we’ll have to update that.

Chuck:

Well I mean, it’s pretty, pretty intuitive. You’d have a list that you want these people to go into inside of your email software. And you basically would choose action, add to list. This is a ClickFunnels built in thing so it must be something wrong with ClickFunnels right now. You would say add to list, and then another thing would pop up to ask you which list you want to add them to. And then you would just choose the list that you want people to be added to when they enter their email here. And that’s it.

Tom:

Okay. Very good. Yeah, I don’t see anything underneath that, Chuck.

Chuck:

Okay. So yeah, all we do now is just go ahead and save this, and then preview. And this is what the live page looks like.

Tom:

Ooh, I like that.

Chuck:

Yeah. So it’s an actual webpage. People could enter their email. The only change we would need to make is this is just the opt-in page. So this is what people see before they enter their email. What we would do is just create a quick thank you page. So we’re just going to click on the second page here that says thank you. And then I’m going to go ahead and just choose this template here because it looks real simple. Honestly, I never really worry too much about the thank you page, unless I’m going to do more marketing on the other end of the things. We’re not in this case. Although we might, I think a good thing to do is invite them to the group after. So we’ll probably add that later because of we just thought of that, and we’re not prepared for it. I want to go ahead and edit that.

Tom:

[crosstalk 00:28:42].

Chuck:

So yeah, this would basically just say thank you. Hold on here. I figured out I could just hit enter.

Tom:

Oh, okay. Good.

Chuck:

Even though I can’t see it. Enter works. So we’ll just say your ebook is on its way to your email.

Tom:

Beautiful.

Chuck:

And then obviously you’d want to add the ebook to your autoresponder. So in Tom’s case that would be GetResponse. Or if you use AWeber, you would add it to that, or Mailchimp, you would add it that. Whatever you’re using. So that would be pretty much it. And then let’s go ahead, and it’s going to require that I choose this. I’m just going to delete all this real quick. Cool. So I’m going to go back-

Tom:

Warp speed, man.

Chuck:

… to the opt-in page. I’m sorry.

Tom:

Warp speed. I can even follow your mouse.

Chuck:

And then we’ll go ahead and test it, and cross our fingers. So I’m just going to put in a test. And it just takes us to the thank you pages. So if we had integrated GetResponse, it would send my information over to GetResponse, and then whatever automations you have set up. If you have just the welcome email, things like that, that would immediately be sent to the person. And then you have a lead. This is a new lead. So yeah, that’s how easy it is to set it up. So what we’re going to do is go ahead, and we’ll take this. And I think next week, probably Tuesday or something, we’ll actually get some ads up and live. We’ll probably flesh things out a little bit better.

Chuck:

But the whole idea here was to show you how easy it is to set something up like this. It’s not hard, especially if you use something like ClickFunnels. It’s not rocket science to know what to come up with to what to say. It doesn’t need to be a tome of information, especially if you’re just giving away a free ebook, just tell them the main thing. I mean, it’s a pretty easy sell. Not all the time. It could be harder to give this away than we think, but that’s why we test things and we keep trying. So yeah, I think that’s about it for this. And next week we’ll be able to get up some ads, and I’ll show you any changes we came up with this over the weekend. Yeah.

Tom:

Awesome. Now let’s talk email list. We have just under 800 people in this Facebook group. Out of that 800, I have probably 550 people that have given me their email list. The email list is more valuable than the Facebook group because Facebook owns the group, and I, in GetResponse, own the email list. So even if the Facebook group goes away, I still have all that information, those email addresses, captured that would be under my domain if you will. That I actually own outside of Facebook. So it’s very important to gather to share value. I must share value with you to come in the group. We gave you the ebook from, not Wallace Wattles, but Think and Grow Rich.

Chuck:

Napoleon Hill.

Tom:

In Napoleon Hill. Is the book-

Chuck:

16 something? Yeah.

Tom:

16 Steps to Success is the book that I gave you when you joined our group. So now we’re going to update this with new name of the group to add to the email list to give away this Crack the Code. So that’s the difference in Facebook owns our Facebook group. It is not mine. I’m the curator of it, but the email was where the real value is.

Chuck:

Right. And something I could show you is if you look here real quick, you can see I’m a lead in here. I’m away from my mic. Sorry. Oops. Even if you didn’t even set up your email correctly, it’s going to show up in the back here. You won’t be able to do any automations or anything, but you do have all the information.

Tom:

Right. And then from here, what we we learned earlier is that my API key, which is very easy to get from my GetResponse is just put in here. And then any leads that I get through this ClickFunnels ad will automatically go into my GetResponse email list builder.

Chuck:

Yep. Then we’ll have to get that fixed by my next time before we start spending money on ads.

Tom:

Absolutely, absolutely. An currently I spend $5 an ad to bring people just like you into our Facebook group, or at least look at what my ad copy is on Facebook. What I’ve written about, who we are and how we do what we do, and how we do these free trainings and those types of things. But what else you got Chuck? We’re about 35, 40 minutes into this now. And I know you have other things to do. The dude’s way busy, and he’s got far better clients than me to be helping. But this is what he does. And as you’ve seen, he does it at warp speed very well. So what else we got, Chuck?

Chuck:

I think that’s about it. If anybody has any questions, they can ask them here. And I do some free strategy sessions every once in a while. So I can add a link down here. My domain is whiskeyneat.com, like the drink. And then you can go /strategy-session. And that would take you to a place where you can set up a free strategy session with me, and we can go over what you’re looking to get help with for about 45 minutes or so. So if you need an extra help that way, that’s one way to get in touch with me. But yeah, you can also ask questions below the video here, and I’m sure Tom will tell me about it. I’m not on Facebook very much, but go figure. It’s kind of ironic.

Tom:

He’s too busy working. But that’s what we’ll do is he’ll send me that link, and I’ll put it in the Facebook group underneath the Zoom recording here tonight. So Chuck, thank you, thank you so much. I really appreciate you coming and doing this. And we will meet again next Tuesday, and he’s going to dig even deeper into how he does what he does, and the genius that he’s going to share with us, just like he did tonight. So I really appreciate you Chuck, and thank you much for sharing the time with us and showing us just how easy this is when you understand what you’re doing. Me, it would take me 30 years to do this at the speed he does, which is why I compensate him for doing this for us in this Facebook group. So folks, thanks for your attention tonight. I appreciate each and every one of you, and I look forward to seeing you Monday night, and then we’ll do a bonus training with Chuck next week on Tuesday instead of doing our regular Thursday training. So you be well, and we’ll talk to you soon. Thank you.

Chuck:

Thanks.

Tom:

And let me get up here. Got to stop sharing. Dude, thank you so much, man. I really appreciate all the value and all the info you gave us tonight, man. This was awesome.

Chuck:

Oh, for sure. I think it’s still recording.

Tom:

It is. So we’ll get that link from Chuck, and put it down below this recording in a little bit, probably within the hour or so. So thank you much. Enjoy your evening, and we’ll get back to you promptly.

In this section, we’ll go over how to create and start the initial Facebook ads for testing out our new Lead Generation funnel that we created in ClickFunnels.

Other Sections:
Part 1: Setting Up a Lead Generation Funnel in ClickFunnels
Part 3: How to Manage and Scale Your Facebook Ads

FREE CHECKLIST: Specifically For Coaches and Course Creators Wondering Why Their Facebook Ads Aren’t Working:

A New & Different Way To Quickly And Easily Multiply Your Leads, And Increase Sales From Your Ads By Only Monitoring 4 Crucial Numbers…2 Of Which Aren’t Even In Facebook!

Grab it here: https://whiskeyneat.com/campaign-balance

====Transcript===

Tom:

We are. Welcome, welcome, welcome, folks. I’m super excited to have you here tonight and I appreciate you being here on such short notice. I got the wizard here, the genius, Chuck Sharpsteen himself, and so happy to have him here and for him to be able to jump ahead and join me tonight. Chuck, thank you very much for that. I really appreciate it.

Chuck:

Sure. Thank you.

Tom:

With you folks up on Facebook Live, I do have the link for Zoom down below and I would really appreciate it if you’d jump down into Zoom. That way, you can interact better and easier and see what we’re doing here because Chuck works just damn fast anyhow. What I’ll do is after we’re done tonight, I will bring the Zoom up into the Facebook Live like I always do, as well as the notes from the training tonight. We’ll get them to you in that form and fashion. Without further ado, Chuck, I know you’re way busy and you got a bunch of stuff to do, so first of all, tell us a little bit about you, and let’s get right into the training.

Chuck:

Yeah, so I’ve been doing this stuff for almost 10 years. Met you probably about 10 years ago when your kids were still in high school I think. And his daughter just had a baby. So that’s crazy.

Tom:

She’s 32, I know.

Chuck:

But yeah, I’ve been doing this ever since. We’ve worked together this whole time. I primarily focus on Facebook now, but I kind of know the tech side of things, too, because that’s what I did when we worked together. Yeah. Tonight, we started doing the tech side, tech setup for the ebook last week. Now I’m going to show you how to setup some ads real quick tonight.

Tom:

Excellent. Then we’ll do one more of these, and that way, we’ll have some data and some adaptations that we’ll make along the way. We’ll probably look at doing that maybe next Tuesday again. I know you’ve got family coming in, so maybe we look at after Christmas to do that.

Chuck:

Yeah, possibly. Then we’ll have plenty of data to look at.

Tom:

Yeah I like that. Let’s look at either the week after Christmas or maybe even the week after New Year’s to do that, what’s good for you, Chuck?

Chuck:

Yeah, we’ll figure that out. Yeah. We’ll see how the hour thing looks and have something to show everybody.

Tom:

Awesome. I’m looking forward to that. I need to share my screen.

Chuck:

I can share mine, I think. I think that’ll work better. Because last time we were having issues.

Tom:

Right. What do I got to do for you here and now?

Chuck:

I think nothing. Let me just share it, then you tell me if you can see it.

Tom:

Yep, I sure can, awesome.

Chuck:

What are you looking at? It’s not Gary Busey is it?

Tom:

What? It’s not Gary Busey? No.

Chuck:

Is it ClickFunnels? Is it this one here where my mouse is?

Tom:

It’s ClickFunnels with our Cracking the Code folder.

Chuck:

Okay, cool.

Tom:

But if you’d be on the Zoom, you’d see me. I’ve got an alpaca on each ear. Chuck had Gary Busey behind him a little bit ago. We were playing and having some fun.

Chuck:

Yeah. Yeah. Last week, we went ahead and we created this simple landing page for Cracking the Code ebook. We went ahead and we hooked everything up. I gave it some normal looking domain names, instead of the ClickFunnels domain, so we could just go to Go.TomMerekey.com/CrackingtheCode, that’s going to be the landing page there. Then once people enter their email, I’ll just enter mine here. It goes from here to this thank you page, which you can see is Go.TomMerekey.com/CTC-thank you then I just ignore all this stuff. So that’s going to be the thank you page. I’m going to just keep both those up.

Chuck:

The reason that’s important is because when we make the ads, we want Facebook to know when someone becomes a lead. Facebook’s going to know that by someone hitting this page. Because they’re not going to see this page unless they become a lead. When Facebook sees somebody hit this page, it’s going to know okay, this person is a lead and this ad created that lead. We need to setup a way for Facebook to be able to track that. The way that Facebook tracks that is something called a Facebook pixel. Tom already has a Facebook ads account. But if you haven’t made a pixel before, then what you’re going to do from your ads account is click on these buttons over here, then you’re going to go to events manager.

Chuck:

You can find that sometimes up here, and sometimes it’s down here. You can just click on it. I’m going to right click and open a new tab so that I have it open over here. Then usually, if you haven’t created a pixel yet, then you have, I think, a blue button here that says create pixel, something along those lines. You’re just going to create it for the web, and install it however you want. Sometimes it has instructions on how to install it for things like WordPress and Shopify, stuff like that. Or you can just install it manually, and tell Facebook, “I will install the code manually.” And it’ll just give you the code.

Chuck:

Basically, that’s what I’m going to do. But since I already created the pixel, it’s not going to show me the pixel code unfortunately. At least, I don’t know where it is anymore. They ended up hiding the pixel code after you create your pixel, and I have no idea why. But all I can see is the ID. I’ll show you how to find it if you don’t know how to find it.

Tom:

Okay. What is a pixel, Chuck?

Chuck:

The pixel is basically, it’s Facebook’s code. It’s just a JavaScript, like the cookie kind of. It’s tracking people on your website. It’s code that Facebook gives you to put on your website that allows Facebook to know who’s on your website. That way they can track people that come from Facebook over to your website, and they know what they’re doing and where they’re going. It’s great because we’re going to use it to track conversions, but you can also use it, like when you have a few, like 200 or 300 people become a lead, you can tell Facebook, “Hey, go out and find the closest people in the US that look like this.” That’s called a lookalike audience. They actually end up doing really well.

Chuck:

Because Facebook has a lot of data on you. Actually I like to tell a story about how much data Facebook has, and how good they are. Back when the Cambridge Analytica scandal happened, I think it was 2016, it was something about a website that was allowing users to hook up to their app through Facebook. It would show you how you interconnect with your friends, basically. I thought it was cool, and I did it back in 2014, I think. What ended up happening is they sold this data to the Trump campaign, I think, and it ended up getting Facebook in trouble. It was kind of a scandal, I guess. Anyways, when this happened, there was a reporter in the UK that got his hands on all of the data. It was 30 or 40 million people.

Chuck:

It was just lines and lines of data and columns that he didn’t really know how to read. It was just columns with a headline that said something. He was just trying to decipher what it meant. Randomly out of those 40 million people, he calls me out of the blue one day. I answer the phone and he just starts asking me questions, because he’s trying to figure out what all the data means. He asks me, “Is this your name?” Yeah. He got my phone number from the data. He said, “In 2014, is this the address you were living at?”

Tom:

Wow.

Chuck:

I said, “Yeah.” He said, “In 2014, were you living with someone named Curtis?” I’m like, “Yeah, that was my brother. He was living with me while I went to college.” Then he even went so far as to say, “Would you say you’re a little more introverted and your brother is a little more extroverted?” I’m like, “Ah, that’s exactly how I would explain it.” This is a guy that had no idea what the data meant, and he’s just garnering this from what he can kind of get out of it just from reading the headlines in the database. Imagine, Facebook’s algorithm knows what every single one of these data points means. It can calculate whatever the hell it wants in a millisecond using over billions of people on its system. It has a lot of data points.

Chuck:

It knows who you are, and it knows people that are like you, is what I’m trying to say. It’s very good at figuring that out. That’s how good Facebook is at figuring out who you are and how similar you can be to other people. That’s the kind of data it uses to create these lookalike audiences. That’s an advantage to using the pixel, is it’s allowing Facebook to see who’s landing on your website. Then Facebook can take those users, look at its own data, and then go find more users that look just like them, and it works really well.

Tom:

Wow.

Chuck:

Again, I’m going to show you how to put that code on the website here.

Tom:

Okay.

Chuck:

Like I said, when you first install it, it’ll give you the option to install manually. Unfortunately, they made some change where you can’t get the code after you’ve already installed it. Or maybe you can, and I just haven’t found out where it is again. What I do is I just search for Facebook, pixel base code. Then we’ll just go here. This is the code here. This is the code we’re going to put on the website. I’m just going to copy all this. You can see it says, “Facebook pixel code, and it ends Facebook pixel code.” Those are just comments on the end, but we’re just going to copy the whole thing.

Chuck:

So I copy this, I’m going to go back to ClickFunnels. I want it to be on both these pages. On ClickFunnels, you can add code to the entire funnel at one time by going to settings here.

Tom:

Okay.

Chuck:

Then there’s this place called head tracking code, that’s where we’re going to put the Facebook code. I’m just going to paste that in here.

Tom:

You don’t have to do anything in the middle of anything here? Just, that pops up and then you put the number in?

Chuck:

Yeah, so this is the base code. But you can see, it says, “Your pixel ID goes here.”

Tom:

Okay.

Chuck:

Then it says, “Your pixel ID goes here.” We need to find your specific pixel ID. It can’t be anybody else’s. You don’t want to use Tom’s, you don’t want to use Apple computer’s pixel code, because you’re just going to give them the data.

Tom:

Right.

Chuck:

What we’re going to do is, I’m going to go back here and you can see under Tom’s pixel here, there’s an ID. I’m just going to double click that to select it and then copy that. We’re going to paste that over here, where it says, “Your pixel goes here.” Just paste that right in there. There it is. Then your pixel goes here. I’m going to paste that right there. That’s that. Once we’ve got that, I’m just going to scroll all the way down, save it, and update it.

Tom:

Okay.

Chuck:

That’s it. Now I’m going to go back to the page and make sure it’s installed correctly. I have this Chrome plugin on my computer called Facebook Pixel Helper. You can see it right here, you can see it’s grayed out because the pixel was not installed on this page. If you’re interested in that, all you’ve got to do, you need to be running Chrome. You can just Google Facebook pixel helper.

Tom:

Okay.

Chuck:

It’s this first thing here. Chrome.Google.com, and mine says, “Remove from Chrome.” But if you don’t have it, it’ll say, “Install.” That’s how you get it. You can see it’s the same icon here. That’s how you get it, if you’re interested. But you can see right now, it’s not installed because it wasn’t installed when I loaded this page. I’m just going to go ahead and refresh this, and it should make the code popup. Actually it’s cached right now, so I’m just going to add a parameter here just to make it think it’s a new page. Don’t worry about this, it doesn’t mean anything.

Tom:

Okay.

Chuck:

But you can see it refreshed the page and now this code pops up. You can see it loaded Tom Merekey’s pixel, and we have the correct ID. It ends in 7467, and it ends up 7467. We’re using the correct code. I’m sorry?

Tom:

Beautiful. I like it.

Chuck:

Thanks. Yeah. Now we’re tracking people on the page here. I could do the same thing on the thank you page. Looks like that’s also, see if I just change this real quick.

Tom:

There you go.

Chuck:

Then here it is, then we’ve got the code there, too. That’s good. Now we’re allowing Facebook to track everything. That’s going to allow us not only to create audiences based off of people who have hit the pages, but it’s also going to allow us to let Facebook track conversions that happen when people hit this. I’ll show you how to do that. Now that we’re done with that, we’ve got the code all figured out, we’re going to go back to Facebook. From here, we don’t need to be on the events manager anymore. Actually we do, but we’re going to go to a different page in the events manager. We’re going to go over here to the left, to the star and the circle, and it’s called custom conversions. We’re just going to click on that. We’re just going to create a new conversion for Facebook to track here.

Chuck:

We just click create custom conversion. We’re going to give it a name. I always put CC for custom conversion, then I just name it whatever I want. This is the Cracking the Code lead. I’m just going to call it that. We have the right data source, which is the pixel, conversion event. I’m just going to change this, I’m going to leave it to all URL traffic. Then choose the standard event for optimization. Since this is a lead, I want to tell Facebook that that’s what this is. I’m going to choose lead down here. The reason I’m doing that is, it’s a built-in optimization for Facebook. So it knows what type of conversion you’re going for.

Chuck:

Because every time someone does an event, or does an action that fires an event like this, it puts that event on that person’s profile, somewhere only Facebook can see it. But it knows what people are likely to do certain things. There could be purchase events at certain price ranges. There’s lead events and things like that. It helps Facebook find the right people to become a conversion. Under role down here, this is the most important part. This is where we’re going to put the URL to let Facebook know what the URL is that it becomes a lead, basically. We’re going to use the Facebook page, because someone that hits this page has become a lead. This is just because I looked at it from the ClickFunnels preview thing. This is the actual URL here.

Chuck:

Go.TomMerekey.com/CTC-thank you. What I like to do, if there’s a slash at the end here, I wouldn’t get that slash. I don’t like to get the HTTPS://user. I like to miss the trailing slash. I don’t get that. Then I go all the way off to the HTTPS:// and I just grab basically the root domain, or the sub domain for this, and the trailing URI, whatever you call it.

Tom:

Okay.

Chuck:

I’m just going to copy that. Then come down here. Just make sure it says contains. Because we want it to fire any URL containing this. Then paste that here. Then that’s that. That’s all we need to do. We’re just going to click create, and it says inactive. But if I go here and refresh it again, let’s see if I can make sure that it sees that it’s working. Now you can see it’s active.

Tom:

There we go.

Chuck:

Because I hit it. That’s good, we set it up correctly. Cool. That’s that. Now all we need to do is go and setup the ad. From here, we’ll just go back to Ads Manager. We’re just going to create a new campaign, and I’ll click this green create button here. Then you have a lot of options here. Really, the only option you’re ever going to want to worry about when you’re making a Facebook ad is you’re going to want to choose conversions. That’s for the same reason I said earlier. Facebook is really good at doing what you tell it to do, because it really knows its users. If you tell it to reach a bunch of people, it’s going to reach a bunch of people, and that’s going to be it. If you tell it to get traffic, it’s going to get people to click on links and go to your page, but they don’t want to do anything. Same thing with video views.

Chuck:

If you tell it you want conversions and you want lead conversions, it’s going to find you lead conversions. It’s really good at that. We’re going to go ahead and click conversions, and then click continue. Then we’ll just name this. You can name it whatever you want. It’s really just the top of the campaign here. I always put a WN for my business name. Then after that, I’ll put the name of the campaign. This is Cracking the Code lead gen. Then I just put dash conversions to know what type of optimization I set up for.

Tom:

Okay.

Chuck:

We’ll just make sure everything’s setup. I always turn campaign budget optimization off, because I like to control that at the ad set level. The way you can look at these campaigns is kind of like, the campaign is the main part of the campaign, and everything lives under that. Underneath this main part of the campaign, the conversions campaign, the next level down we’re going to basically tell Facebook who we want to target. We can have different sets of ads that target different audiences, basically. Then that’s the ad set here. Then below the ad set, inside of each ad set, we could have a bunch of ad sets, we could have a bunch of ads. And then those ads will target those particular ad sets that they’re under.

Chuck:

We’re just going to setup one of each for now, but you can have as many as you want basically. I’m sure there’s a limit, but I’ve never hit it. We’ll just click next, and this is going to take us to the ad set. You can see it moved from the campaign up here, down to the next level, which is the ad set. Like I said, we’re going to basically setup the target. Who do we want to show this to? We were talking earlier about the types of people that would like this type of ebook, right? More like spiritual guru type of stuff?

Tom:

Yes. Yes.

Chuck:

Yeah, that’s something you want to think about, when you’re looking for targeting. When you target on Facebook, you’re generally targeting things that people are interested in. It’s not like Google where you target keywords, where people are typing in plumber near me or something like that. It’s not the same. You’re targeting people that are interested in certain things. If you’re targeting me, you might target guitars or something, or certain books. Or certain book authors. Then maybe I’d see one of your ads because those are things I’m interested in.

Chuck:

What you want to do is, you want to think about what things would these people be interested in that would be interested in what you’re trying to show them? Since the Cracking the Code ebook is more, it’s kind of like spiritual self improvement type niche. We were brainstorming earlier is gurus in the space, or famous people that people would be following that would also like this type of ebook. What was that guy’s name that you were talking about?

Tom:

Dr. Joe Dispenza.

Chuck:

Okay. Yeah, what we want to do to see if we can even target him is, we’ll scroll all the way down here, and we’re going to go to this detailed targeting area. I’ll just click edit here. Then right in here is where we can type it in. How do you spell his last name?

Tom:

D-I-S-P-E-N-Z-A.

Chuck:

Yeah, it doesn’t look like he’s in here. What would be another one close to that?

Tom:

Greg Braden, B-R-A-D-E-N.

Chuck:

Yeah, probably not that one either.

Tom:

Okay. Tony Robbins.

Chuck:

Tony Robbins?

Tom:

Yeah.

Chuck:

Yeah, obviously Tony Robbins is huge so he’s going to be here. Sometimes, you’ve got to brainstorm a lot of stuff. A lot of times, I’m thinking about this a lot harder than I’m doing right now, because I’m trying to show really quick how to set this up. But normally, I’m thinking of all different types of things. I’m thinking, what books are they reading? What TV shows are they watching? What other interests do they have? What kind of tools do they use? What kind of apps do they use on their computer? What kind of conventions do they go to? What famous people do they follow? Things like that. What famous YouTube channels do they like? What Facebook pages do they like?

Chuck:

You come up with all these different interests that you can search for on Facebook and see if it’s a targetable interest. I don’t know if targetable is a word, but it’s if you can target it in Facebook. Luckily, Tony Robbins is gigantic, and he’s available. So we’re going to go ahead and click on him. What you can do, I’m going to go ahead and uncheck this. I don’t like expanding it just yet. But what we can do, now that we put Tony Robbins in here, is we can actually click here on suggestions and Facebook’s going to show us people, interests that are close to people, that are close to Tony Robbins basically.

Chuck:

Now you can see, there’s a whole bunch of other people. Robert Kiyosaki, Think and Grow Rich, Gary Vaynerchuck, Rich Dad Poor Dad, Napoleon Hill. All these people. Even personal development as an interest by itself is in here. All kinds of stuff.

Tom:

There’s great ones in there.

Chuck:

What’d you say?

Tom:

There’s some great ones in there.

Chuck:

Yeah. Yeah. The Secret would probably be a great one to try out. Yeah, this is what you want to try out and target. We’ll just stick with Tony Robbins. A lot of people, when I did this when I first started, will be like, “I want all these people, so I’m just going to start clicking on everybody, I’m going to add everybody in here.” That’s something that you don’t want to do. The reason is, if you do that, and you start running your ad, and your ad starts getting conversions, now we have no idea which one of these interests are bringing in conversions effectively.

Tom:

Excellent point.

Chuck:

We would have no way to scale that up or make it cheaper because we’re just kind of going to everybody instead of finding the best one. I just target one interest at a time. Once we have a few that we know all work similarly well, we can lump them together later on and target them in a bigger interest. But right now, we’re trying to figure out what’s going to work and what isn’t going to work. Because this isn’t always going to work. After we get off this call, we’ll probably run more than one and by the time you see the next video, you’re probably going to see a bunch of failures and maybe a couple wins for this ad here. Because that’s how you figure it out.

Chuck:

There’s no way to know exactly what’s going to work right away. It’s all about testing what you think is going to work, using your best guess. But then testing it, and then the market is going to tell you what’s going to work or not.

Tom:

Right.

Chuck:

Yeah. We’re going to go after Tony Robbins. So I’m just going to copy that real quick, because I like to name the ad set what I’m targeting.

Tom:

Okay.

Chuck:

Then I kind of skipped down to look at that, but just to explain that real quick. But now we’ll go through all the rest of the options here. This is probably one of the most important parts of the campaign setup. You can see here, it already has Cracking the Code conversion that we set. That’s the conversion event we set here, right here, Cracking the Code. Basically this is telling Facebook, we want these ads to optimize to get these events to happen. Sometimes this might be blank, and you might even have the pixel area blank, and you might have to choose the pixel. You might have to just click in an area like this and then choose the pixel ID. Then this conversion event will show up. If this is blank, you’ll just click in here.

Chuck:

Or even if it has something, like it could already have lead or something. And you have no idea what’s going on, just exit out. Just click in here, and then scroll down until you find that custom conversion that we created. Ours is right here. I’m just going to choose the right one, because that’s what we want to optimize for in this ad. The next thing we’re going to do is when I first start testing, I like to test with dynamic creative. That just allows Facebook to show different things. You can put 10 different images, you could put 5 different ad copies, 5 different headlines, things like that. You don’t want to get too crazy.

Chuck:

What I like to do is pick one copy, one ad copy, and then test all the different images. Because the image can make such a huge difference, it’s best to find out which one of those is going to attract the highest click through rate and things like that first. That way you can start testing different ad copy from there. I’m going to go ahead and turn that on for now. I just turn that on and click continue. Then the budget, this can be whatever you want. We’re going to set it to $5 a day for now. Then audience, we’re going to leave that for now. Later on down the road, you might want to exclude people that already become a lead. But we’re not going to worry about that right now, because it’s getting into more hassle than it’s worth. Then that’s about it.

Chuck:

Locations here, yeah, we’ll work on that. Depends on what you’re looking for. Me, personally, if I want people to eventually buy something, I like them to be older than 18, because 18 to 24 year olds don’t buy. If you want them to pay money for something later on, then I generally am setting it to 25 and up.

Tom:

Okay, let’s go to 30.

Chuck:

Huh?

Tom:

Let’s go to 30. I know a lot of cheap-ass 25 year olds, too. [inaudible 00:27:38].

Chuck:

So I wouldn’t constrain it too much, because again, like I said, Facebook is going to figure out real quick what you’re looking for and it’s really good at finding it. The more leeway you can give Facebook … I mean, you still want to point it in the right direction, and we’re doing that with these interests. I thought I unchecked this. But we’re pointing it in the right direction with these interests. But you still want to, at the same time, give it leeway to find the right person. Don’t say, “My market’s 35 to 44.” And now you’re working in a nine year age range, when in reality, Facebook will mostly show it to that age range, but it’s still going to find people that are interested and outliers from that.

Tom:

Okay.

Chuck:

So don’t constrain yourself too much. This is pretty good here. We’ll just leave it at that.

Tom:

Then let’s bump it down to 25 just for a second, Chuck.

Chuck:

Okay.

Tom:

Okay. The audience definition, it’s now at 4,300,000. When Chuck had it at 18 to 65, it was 230 million.

Chuck:

Was it that big? Jesus.

Tom:

I know, I couldn’t believe it either.

Chuck:

That’s crazy.

Tom:

I’m seeing that one, holy crap. But just going from 25 now, let’s go up to 30 please. So we’re at 4.3, now we’re at 3.4 million. So we dropped another 900,000 people, just in that five year dynamic there.

Chuck:

Yep.

Tom:

Which do you prefer?

Chuck:

As long as it’s over 50,000 I’m good.

Tom:

Okay.

Chuck:

We’re doing well there.

Tom:

Okay.

Chuck:

Yeah so from here, as far as location, if we want people that are in the United States, by default Facebook puts it on people living in or recently in this location. I don’t think that makes sense. If you want people in the US, then you want people living in that location, so I changed it to that. Then that’s about it. Like I said, uncheck this, because that’s basically telling Facebook to go beyond this, which is not what we want to do right now. We want to find the interests that attract the right people for now. Then that’s about it for this. I’m just looking over it real quick. Since we’ve put this to 30 plus, I’m going to go ahead and add that up here. It’s Tony Robbins and then 30 plus.

Tom:

Nice.

Chuck:

Now we know at a glance what that audience is basically. We have the correct conversion in here, daily budget of five bucks, 30 plus, Tony Robbins. So we’re good. That’s it. That’s our targeting. That’s who Facebook is going to show our ad to and what it’s going to optimize for. We’re going to go ahead and click next. Now this is where we’re going to actually enter all the information to create the ad. First thing you want to do is make sure the correct Facebook fan page is selected, this is the right one. We’ll go ahead and select this Instagram account. We’re going to scroll down, I’m actually going to grab the URL real quick because it’ll show us a preview. What we want people to end up doing is we want people to go to this landing page. That’s the whole point of the ad, right? So I’m going to go ahead and copy this real quick, go back to Facebook, and I’m going to paste that in the website URL area.

Chuck:

Then I’ll just put preview on, and it’ll probably show us, it’s going to show us a preview once we get some images. I’m just going to preview the URL, make sure it’s the right one. Because it’s not fun when you spend money on an ad that goes nowhere. Then we’re going to go ahead and select images to use in the ads. Did you find some images that you wanted to use?

Tom:

I thought so. See what …

Chuck:

You want to just email them to me and I’ll throw them in here? But while you’re doing that, I’ll talk about it a little bit. As far as images, I’m not into really professionally done images because they just scream ad to people, and makes people not really want to have anything to do with them. I like regular looking images that you took with your iPhone. What I’m going to chose, I’m just going to choose a few of those like that, [inaudible 00:32:09] of yours.

Tom:

Want to choose me and Rosie there on the Nepali coast?

Chuck:

Yeah here?

Tom:

That one. Then this one up, with the mountains behind me?

Chuck:

This one?

Tom:

That one will work.

Chuck:

This one?

Tom:

Then this one up here, this third one up here. Or that one down there, too is fine. This one in the beanie, I look kind of cold.

Chuck:

Here?

Tom:

Yeah.

Chuck:

You look like you’re going to go chop down a tree.

Tom:

Yeah. There was lots of trees around me that day, that’s for sure. But yeah, put the pretty girl in with me, instead of it just being me as well.

Chuck:

Yeah, no, I got the ones with her. I’m just going to look at a few more. Is that you? There’s one of you standing onstage. That’s good. Gives you authority. These, I really like this one, I can tell, it looks like you’re in the middle of talking.

Tom:

I am.

Chuck:

Stuff like that does really well.

Tom:

Okay.

Chuck:

One of my clients, I took a screenshot of him talking at a video, and his hand’s up like this, and for some reason I can’t beat that darn picture with anything. He just has a weird look on his face and his hands up like this. Nothing beats it.

Tom:

Okay.

Chuck:

Yeah. That’s what I’m saying, just regular pictures like that are perfect, because people are on Facebook looking for images of their friends and family. They’re not looking to get sold, it’s not what they’re there for.

Tom:

Right.

Chuck:

I’m going to go ahead and add this one, too. You can see all the ones I’m selecting are being added down here. We can have up to 10. The reason I chose the dynamic ad, when we were in the ad set, I checked that thing that says, “Dynamic creative,” or, “Dynamic ad creative.” It’s going to basically try all these and we’re going to learn which ones Facebook knows that people are reacting to the best, and we’ll know the best images to use because of that. Do you want to just use these? Or do you have other ones you want to try?

Tom:

You said you have room for two more?

Chuck:

Yeah.

Tom:

Well there I’m sitting on the back end of a fire engine.

Chuck:

Where’s that? Here?

Tom:

Down below. No, no, I just got out of my attic there, I was working hard that day. Would something like that be better than my feet looking with two drinks at my feet at the ocean?

Chuck:

No that’s kind of cool. What do the words say on this one?

Tom:

You know, I don’t remember. Shoot, that’s a long time ago.

Chuck:

Yeah. I don’t know if it’ll make sense, because I don’t know what it says.

Tom:

Yeah, probably not.

Chuck:

Yeah, we’ll just use these. That’s nine pictures that Facebook’s going to basically rotate through their dynamic ad system and figure out which one does the best.

Tom:

Excellent.

Chuck:

I’m just going to go ahead and select those. I’m just going to select continue. Now you can see, Facebook added all those images down here.

Tom:

Wow. Look at that.

Chuck:

And it’ll go through them. Yeah it’s pretty cool. Yeah. Now you can see a preview over here, that’s what the ad will basically look like. Then we’ll go down to primary text. The primary text, actually, let’s go to the headline first. The headline is what’s going to show down here where it says Cracking the Code. For something like an ebook, I like to put free ebook in square brackets. I just put an opening square bracket, and then I put free ebook, and then a closing square bracket. Then normally, I like to either just put the name of the ebook, or the name of the ebook gets benefits. So whatever the benefit would be.

Tom:

Keys to manifesting your vision each and every day?

Chuck:

Yeah, the only thing is, I don’t know if that’ll fit.

Tom:

Okay.

Chuck:

Yeah, maybe I could shorten that. Manifest your vision each and every day.

Tom:

There you go.

Chuck:

That might be better. Because on mobile it’s going to be really small.

Tom:

Sure.

Chuck:

So let’s try that. It’s the same thing we talked about last week. We’re talking about benefits and things like that. That’s a lot of what we want to focus on when we’re writing an ad, is well the pain, also. But we don’t have a lot of pain here. We’re just going to focus on the benefit. What did we say? Manifest?

Tom:

Your vision. Every day.

Chuck:

Every day?

Tom:

Yeah.

Chuck:

Let’s see how that looks.

Tom:

I think if we had it each and every day.

Chuck:

Okay, let me see if that’ll fit. Each and every day.

Tom:

This is cool as all get out, Chuck. Thank you so much.

Chuck:

Yeah for sure. That fits perfectly, it ends right at the end of the second line.

Tom:

Nice.

Chuck:

Yeah. Whenever I’m doing a free ebook type of thing, every time I put free ebook in square brackets. I didn’t make this up or anything, a lot of people do this. But if I use it with that or without it, with it pretty much always wins. That’s basically my go-to from the get-go.

Tom:

Cool.

Chuck:

That’s why I put that in there. The learn more button, I would just leave it at that. There’s a lot of different call to actions. But learn more seems to always win basically.

Tom:

Okay.

Chuck:

Then yeah. Now, just comes the main part of the ad. The primary text is what’s going to show up on the top here. I think what I’ll do here is start out with, let’s see. Actually I’m just going to copy this I think. Because I think that’ll look good on top of the ad.

Tom:

I do like that.

Chuck:

So yeah that looks good, and that fits perfectly. It’s a good start to the ad, I think. I’m going to put a colon here, do you think that makes more sense?

Tom:

Yes.

Chuck:

Yeah. That’s a good way, it’s congruent with the headline, it has the big benefit, which is to intentionally and purposefully manifest your vision. Then we’ll go into the rest. You’ll be surprised how easy and effective this process is. As far as the rest of the ad, once I ad either a pain or benefit driven initial part of the ad that’s going to catch peoples’ attention, after that, they’re going to stop, they’re going to click this see more link and read the rest of the ad. Excuse me. What I want the rest of the ad to look like, oops, what did I just do? What I want the rest of the ad to look like is basically I use this framework called the pain agitate solution framework. Which is really common in any kind of sales writing.

Chuck:

Basically, you’re taking the pain of what you’re solving, you’re agitating their pain, which is like twisting a knife. You’re making it worse to them so they can visualize it and feel it almost. And then we’re going to give them the solution. Which in our case is this free ebook. Let’s start out with the pain. What do you think the main pain would be that we’re overcoming by allowing people to intentionally and purposefully manifest their vision?

Tom:

I used to struggle with that. I did not know how to create a vision. I knew I didn’t like my job.

Chuck:

Yeah, that’s cool. I used to struggle with creating my vision.

Tom:

I was burnt out in my job.

Tom:

But I did not know how to get to my next.

Chuck:

Get to my next, in quotes?

Tom:

Yes, please. Didn’t know how to move forward. To a new career.

Chuck:

Cool, yeah. So you can see, we’re kind of painting a picture of what it feels like to be in this space that is painful to people. Someone that’s in this situation is going to really resonate with this message and be like, “Man, I don’t like that either.” And it’s going to really make them feel the pain, and they’ll be way more receptive to wanting to grab this free ebook after. Yeah. Do you want to add to that? Or do you want to segue into the …

Tom:

I mean really, at that point in time, I was working 70 hour weeks and it didn’t matter if it was Monday or Saturday, I felt like every day was groundhog day. Groundhog day, in parentheses.

Chuck:

And it didn’t matter if it was Saturday …

Tom:

Monday.

Chuck:

What did you say?

Tom:

It didn’t matter if it was Tuesday or Saturday. Every day felt like Groundhog day. Meaning, all I was doing was spinning my wheels.

Chuck:

How I felt.

Tom:

What I did was, I invested in myself. And learned some new skills. And wanted to share it with others. So I co-created this book.

Chuck:

What’s it called? Cracking …

Tom:

I think it’s just Cracked, but that’s okay.

Chuck:

Oh okay. Cool so that’s a good segue into the solution part. Yeah. We kind of started off the ad with a benefit to get their attention, we may try another ad later on that focuses more on the pain here. But you can see, we’re basically starting out with a pain, which is struggling with your creative vision. We’re agitating the pain by painting a picture. A lot of people can probably relate to all this. Maybe they didn’t have the exact same experience, but they had something similar, and they’re going to be able to paint a picture in their head as they’re reading it and really feel that emotion while they’re reading it. So that’s agitating the pain. It’s like twisting the knife while it’s in their back or in their side.

Chuck:

Then we’re going to offer them the solution, you know? That’s what the book is going to be. That’s what we’re saying here. I created this book, I call it Crack the Code. What we want to do is, from here, we tell them a little bit of what they’ll get out of it. A cool part about that is we already kind of did that here. I’ll just turn these into bullet points.

Tom:

Okay.

Chuck:

Let me sum it up real quick. It’s all about, what would you say in one sentence?

Tom:

It’s all about surrounding yourself with people who help you change, is really what … I invested in myself, and I learned some new skills. But when I invested in myself, I got around other people with different mindset than I had at that moment.

Chuck:

Okay. You want me to write that?

Tom:

I mean, I don’t want to get too wordy with it. But what I did was invested in myself, comma, and got into some mastermind training. That’s up about four sentences, Chuck, is what I was looking to do with that.

Chuck:

Okay.

Tom:

Just below every day felt like Groundhog day, I was just spinning my wheels. Then what I did was invested in myself.

Chuck:

I see.

Tom:

And got into some live mastermind training.

Chuck:

Cool. Now I’ll just say, “In it you’ll learn.” Just going to copy this stuff. Just kind of giving an overview. Whoops. Not what I wanted. Then I’m going to say, “How to take away these …” so it seems less hype-y in the ad here.

Tom:

The exclamation points do?

Chuck:

Huh?

Tom:

Explanation points seem a little hype-y?

Chuck:

I don’t like to do it in the ad.

Tom:

Okay.

Chuck:

Just because I don’t …

Tom:

Folks, hot take trick there.

Chuck:

Huh?

Tom:

I like that.

Chuck:

Yeah, it might be personal preference. But yeah, I just like it better. Unless you’re just going to use it one time, but I especially didn’t want to use them three times in a row like that.

Tom:

Okay. Thank you.

Chuck:

That’s for sure. Yeah. That’s basically covers the whole thing. I usually end it something like this. It’s completely free and worth its weight in gold.

Tom:

Beautiful.

Chuck:

Tap this link now to get it. I know we already have the link here, and they can click this. But if they click the see more button and they’re in the moment here, I want to tell them what to do right at the end as they’re reading it, and give them the option to click right there. I’m just going to grab the URL and I’m going to paste it right down here, and it’ll be part of the ad. Now when I click see more, it’s at the bottom here. And that is it. That’s an ad right there. I really liked how it turned out, off the cuff there. I thought that was cool how you brought that story out, and I think it’ll resonate with people. That’s what you want to do, share something that resonates with people and that they can relate to. Yeah. Just look it over one more time. We’ve got all our images.

Chuck:

Like I said, we could if we wanted to, with this. If I go back to the ad set here, this dynamic creative is what allows us to flip through different images and things like that. It would also allow us to create, like if we create this headline here, I can create four more headlines if I wanted to. But I don’t want to do that, because if we’re trying five different versions of everything, let’s say we have five headlines, five ad copies, that’s 25 iterations right there, and we have 10 images, that’s 250 ad iterations that we have to test and we have to spend money on to find out if they’re going to work.

Tom:

Wow.

Chuck:

I like to just test one thing at a time. If I just leave this as one headline, one ad copy, and I’m testing nine images at the same time, now I’m just testing nine things. I’m going to figure out the best three or four images, then I can go from there, and test a couple of different types of ad copy that say things a little differently. But for right now, I’ll just test the images first and see how they do. Then maybe we’ll test audiences as well.

Tom:

Okay.

Chuck:

But that’s it. Yeah. From here, just make sure you spell everything right, preview the URL, make sure it goes to the right page, which it does for us.

Tom:

Sweet.

Chuck:

The from there, we’re going to just go ahead and click on publish and that’s it. You have an ad that’s about ready to go live. What it’s going to do, it’s going to go into Facebook. Facebook’s going to review it and make sure that it meets your standards.

Tom:

So we’re not talking about making money.

Chuck:

Yeah, I can’t talk about making money. Facebook does not like that at all. Apparently one of these images it doesn’t like. I don’t know which one it is. I bet it’s this one, it’s tiny. Let’s try again.

Tom:

The third one from the bottom is actually my mentor Mark Hoverson, who I got the idea, the training to do the Crack the Code.

Chuck:

Yeah. Man, he was a smart dude.

Tom:

Amazing. His wife’s even smarter, I think, in a lot of ways.

Chuck:

Yeah, they’re awesome people. I think I figured out the picture issue.

Tom:

What’s that?

Chuck:

They were just too small.

Tom:

Oh.

Chuck:

Just a couple of them. Yeah. So that worked. Yeah. Now we got the ad published. What that’s going to do, it’s going to go into Facebook. The algorithm is going to check it and see if it likes anything. If it is denied, you have to figure out why. Facebook is not very good at telling you why they deny stuff. Sometimes it’ll give you a hint. But sometimes the hint is way off. It’ll go so far as to … I have a client who teaches teachers who teach English as a second language. He teaches them how to build their business. So it’s the most innocent business you can have, probably.

Chuck:

I put this picture of him at an event. He went to, I think it was a Hispanic award event that he went to. You know how at events, you’ll stand in front of that backdrop with all the logos and stuff? I used that image of him in one of his ads. Every time I do it, it gets denied, and it says for alcohol. The ad doesn’t talk about alcohol or anything. But if you look at the logo, you’ll see a tiny little Hennessy logo on the banner. It thinks the ad is about alcohol because of that. All I have to do is tell Facebook to manually review it and it’s fine, but Facebook is really picky. You can see this ad’s in review.

Chuck:

If it does get denied, sometimes it’ll tell you it was disapproved here. If you hover over it, a button will come up for like, I forget what it’s called. Like an ad resource center, or something like that. You can click on that, and you can submit that ad for a manual review, if you think it’s fine. If you don’t think it’s fine, then try to change what it is. But yeah, you want to stay away from things that talk about money and things like that. If you want to see Facebook’s policies, just look at Facebook ad policies. Then advertising policies. This will point you in the right direction. But trust me when I say it doesn’t. They can deny it for whatever reason they want, and they will. You won’t be alone if that happens. Yeah, that’s it.

Tom:

Wow.

Chuck:

You’ll have a live ad.

Tom:

Beautiful. That’s fascinating, Chuck. You just went through it at light speed. So folks, when you’re watching the replay here, just take your time, blow up the screen as much as you can rather than watching the replay on your phone, watch it on your laptop so you can see it on the full screen, and it’ll come up and be clear for you, just so you can see everything that’s on the Facebook page as well. Thank you so much, Chuck. This has been some great information.

Chuck:

Absolutely.

Tom:

You amaze me, first of all, because how fast you work, how efficient you are, and how you cover your bases to make your job easier each step of the way.

Chuck:

Well thank you, I appreciate it.

Tom:

A bunch of folks here have businesses. How can they get ahold of you so you can speak with them about what you would do if you were them, and how you do what you do, and how they can hire you? Because folks, what Chuck did in less than an hour would’ve taken me at least five or six hours just to do and not do correctly. What is your value per hour, is my question to you? How much is this worth for you to have someone as talented as Chuck to do this for you? Like I said, he said he’s been doing this for 10 years. Think about it. How do we get a hold of you, Chuck?

Chuck:

Yeah, if you want to set an appointment with me, I do free strategy sessions. You can just go to, my company is WhiskeyNeat.com, like the drink. Then you can go to forward slash strategy dot session, like it is here. That’ll take you to a place where you can schedule a time for us to meet that works for both of us. It’ll just automatically look at my calendar and allow you to choose a time there.

Tom:

Okay. So strategy hyphen session?

Chuck:

Yeah.

Tom:

Okay. I will put that below, when I upload this recording here later on tonight. But I’ll put, in the little box I’ll say, “To get a hold of Chuck for a free strategy session, go to this site.” And do it folks, because the return on investment that you get from investing in yourself and in Chuck will be pretty amazing. I’m not going to say it right here and now, but Chuck can speak to you about what he does for some of his clients currently, and the return on investment that they’ve received from him. I really appreciate you, Chuck. I really appreciate what you do and how you do it, and who you are as a person. And your honesties and integrities. Because what Chuck does is he treats this like he’s doing ads for himself, when he does ads for you.

Chuck:

I appreciate it.

Tom:

So click on that and get in touch with him as soon as you can. It’ll be the best Christmas gift you can give to yourself, I promise you. Be well. Goodnight, thank you.

Chuck:

Thanks.

Tom:

You bet. Hit the record.

In this section you’ll see how we found the right audiences and cut leads costs almost in half over the course of a couple of weeks of testing.

Other Sections:
Part 1: Setting Up a Lead Generation Funnel in ClickFunnels
Part 2: Setting Up Facebook Ads for Lead Generation

FREE CHECKLIST: Specifically For Coaches and Course Creators Wondering Why Their Facebook Ads Aren’t Working:

A New & Different Way To Quickly And Easily Multiply Your Leads, And Increase Sales From Your Ads By Only Monitoring 4 Crucial Numbers…2 Of Which Aren’t Even In Facebook!

Grab it here: https://whiskeyneat.com/campaign-balance

====Transcript===

Tom:

And we’ll be live. We are live now. So welcome, welcome, welcome folks, Tom here. And I got Chuck Sharpsteen with us today. And we’re in Zoom, so I put for you folks up here in Facebook live, I put the link for zoom down below and come and join us there and we can interact a little easier for everyone concerned. Plus the audio is better.

Tom:

And today I really am excited to have Chuck here. Chuck, thank you for being here. Chuck is our resident Facebook ad guru guy, and an amazing tech guy, and one of the people that I trust the most on the internet. He’s honest, he’s fair, he’s sharp, and he’s fun to be around. Plus he’s good looking, he’s got four times the beard I could ever hope to have.

Tom:

But welcome, welcome folks up here on Facebook live, come on down to Zoom. We’ll let you in as soon as you get here. Today, Chuck is going to speak about, we created an ad to attract more people to this group, Body, Mind, Heart Coherence group, and Lauren, Roy, and I created the crack the code ebook. And that’s what we did place the ad for, is to give people a free ebook, that ebook for free. What was it, Chuck, around the 16th of December? 12th of December? Something like that?

Chuck:

Let me see real quick. It looks like we got it up, yeah, December 15th.

Tom:

Okay. Okay. So we’ve had it up for three weeks. I had Chuck shut it down earlier this week. And tonight Chuck’s going to share what he’s come up with, what the ads have done, and how many people I’ve added to our email list, which is mine. Okay? This Facebook group is Facebook’s, but to build an email list is a wonderful way to create a great income online, and to create the opportunity to help many, many people.

Tom:

So without further ado, Chuck, welcome and show us what you got, bud, I’m psyched to see what’s going on.

Chuck:

Yeah, thank you. I appreciate it. And they’ve been going really good, actually. I’ll go ahead and start sharing my screen.

Chuck:

Let’s see here. Let me know if you can see that.

Tom:

Yes, I can.

Chuck:

Cool. All right. So yeah, go ahead.

Tom:

Can you make it any bigger?

Chuck:

Let me see. I think I can.

Tom:

That’s better.

Chuck:

Awesome. So yeah, hopefully that helps.

Chuck:

But yeah, this is what we started back, actually almost it’ll be a month tomorrow, but we turned the ads off about a week ago because it was really for demonstration purposes for now. And for those that don’t remember, we were sending people to this landing page here to get this ebook. We created this in click funnels and the first video, the second video we went and we created the actual ads, the first set of ads, and then we’ve let them run. And I’ve also gone in periodically and changed some things based off of what I was seeing. So what I want to show you today is what I changed and why. So yeah, I’ll just get started on that.

Chuck:

If we look at the entire performance of it, we spent $257, got 109 leads at a cost of $2.36 a lead, which it’s not easy to do these days. So I was really excited about that.

Tom:

Me too.

Chuck:

Yeah. So first I’ll go ahead and show you how I like to set up reporting. So that’s how I like to set up these displays up here for pretty much anything. And the way you change all these, there are some default ones that you can choose from, but I don’t like any of them. So what I do is I just click on performance here. These are the columns, just click on performance, and I’m going to hit customize columns.

Chuck:

And then these are basically what you’re seeing. From top to bottom here is what you saw. I’ll show you again. That was what you see from left to right here. So you can see it starts with delivery, bid strategy, budget. Delivery, bid strategy, budget. You can’t change, or it didn’t show that because we weren’t on the ad sets. Then you can’t change that.

Chuck:

So I just go in, I just delete everything, even though I do want some of these, but it’s easier for me to just add them in order, rather than move them around. You can move them around if you want.

Chuck:

So the first thing I do is just amount, to see how much I spent. And then I put budget in so I could see budget in line with that. And then impressions. And impressions are how many times your ad is shown to somebody. So if your ad’s shown a thousand times, there’s a thousand impressions. It’s different from reach. Reach is how many people are shown. So people can be shown more than once. So you can see five impressions, but four reach, that means four people saw the ad five times. So one of those people could have seen it twice and then everybody else saw it once, basically. So I just use impressions.

Chuck:

After that, I do CPM, because CPM is actually an impressions metric. It’s the cost per thousand impressions. And then after that, I like to do the link clicks. So I’ll just type in link up here. And in order I’ll do the link clicks, and then I do the cost per link click, and then the click through rate. So that shows me how many times the link was clicked, the cost of each one of those clicks and then the rate at which people are doing it. So out of every hundred impressions, if five people are clicking the link, then the CTR is 5% basically.

Chuck:

So from there I go to the ad clicks or all clicks, which is different from link clicks. So you can just type in all here. And it has the same metrics, but these are, the link ones are links going to your website. So the ones you’re really looking for with ads. This all is any click, including that. So it could be the link to click to your website. It could be a click to see more of the ad. It could be a click to leave a comment, share it, things like that. Like it, all those things count for clicks. So you’ll have more clicks than you have link clicks, and that’s why. So I just do the same order. I just do clicks, and then I do CPC and CTR.

Chuck:

And then from there, I want to see the results of the campaign. So the results in this case will be leads, because that’s what we have the ad sets set up for. And then I like to see the cost per result, and results rate, so pretty much the same order as the links.

Chuck:

So once I’m done with all that, that’s the order in which we’re going to see. If you do want to move things around, you just move them around like that, and you can order them however you want. I just like to delete everything and add them in order, because for me, that’s easier.

Chuck:

Once you to have it, go ahead.

Tom:

Absolutely keep going.

Chuck:

Oh, for sure. So yeah, once you have everything, just make sure you go click the save as preset button. And then I normally just name this results, and then click apply and that’s going to save it in your account forever. So you can see now, if I scroll all the way down to the very bottom, I have one called results. So next time you come to your ad account, you can just click that and now you have everything set up the way you want.

Chuck:

So yeah. So yeah, you could see total spend here, total impressions, almost 8,000 impressions. We’re paying about $32 per impression, which is pretty normal nowadays, at least in this space.

Chuck:

This is link clicks. So this is clicks to actually to this page here. And those were costing $1.30 each, and two and a half percent click through rate, which is pretty good. And then this is all clicks. So that could be clicks to this page, but also clicks on to leave a comment, click to see more the copy, click to like, share and all that good stuff. Those were costing about 53 cents at a 6% rate.

Chuck:

And then results in our case were leads, the cracking the code lead, if you remember, we created that custom conversion and that’s what the ad set was optimizing for. And cost per result is cost per lead, which was $2.36. And then the results rate was out of every hundred impressions about one, 1.37% became a lead. I don’t pay too much attention to that. I’m more concerned with the opt-in rate on the page here. So that’s just something you have to do on your own in your head. So in this case, our … actually I’m going to go over numbers real quick, and then I’ll show you that in a second.

Chuck:

So basically what I’m looking for here is, first metric I’m looking at is a CTR all. If you have less than 3% on that, you’re probably not saying something right in your ad. And we went over copy and things like that in one of the previous videos. You want to see the CTR all at least about 3%. So we’re double that, which is really good. From there you want to see about 1% or higher in the link click through rate. So one out of every hundred people that see your ad click on it. And you can see we’re two and a half times that. So we’re good with that.

Chuck:

Also between the two, you want to see about 2:1 to a 3:1 ratio. So we’re right within that range. If you’re far from that, then there could be some disconnect where people are, if this was 14% and this was 1%, we’re way off with the copy, probably. People are liking what they see initially, but then when they click see more and they read the rest of the copy, they’re not clicking the link to go through and there might be some kind of disconnect there. So we’d want to change that and see what that is. But right now I’m seeing good numbers. So these are well over the baseline that I like to see.

Chuck:

The next baseline metric I like to see from here is a 20% conversion rate minimum here. So basically 20 out of every hundred people that see this page, or 20 out of every 100 link clicks will become a lead. That’s also comes out to one out of every five people. So if we do the math here, we got, let’s see, 109 leads out of 198 link clicks. So we can just do the math. That’s 109 divided by 198. And that gives us a 55% opt-in rate, which is really good. Anything over 50 is really nice.

Tom:

Excellent.

Chuck:

So like I said, I like to see a 20%. That’s over twice that. Really happy with that, and that’s contributing to the low lead cost, because we’re not necessarily getting low CPMs or anything. This is pretty average, maybe even a little high, but because we’re getting high CTRs and then a high conversion rate on the landing page, it’s allowing us to get lower lead costs. So yeah, I’m happy with all those numbers.

Chuck:

From there, we’ll just go into the ad set. So this is the main campaign that holds all the audiences we are showing the ad to. And then maybe I’ll just kind of overview this, it’s kind of the most top level thing. So the campaign holds all the ad sets and the ad sets are basically the audiences that you’re showing ads to. And then beneath those ad sets are … sorry about that. Beneath those ad sets are individual ads. So if I click into the campaign here, you can see the different ad sets, and I give them different names based on who we’re targeting. So you can see we were targeting, I turned off notifications, I don’t know why they’re showing up. It’s really frustrating. But you can see we originally made Tony Robbins. We never ran this, because we decided that was too broad. And then we started with Gregg Braden, Eckhart Tolle, and these are basically the different audiences we’re targeting.

Chuck:

And then beneath these, if I click on one of them, you can see the ads we did. And in this case we did dynamic ads, which allowed us to test out a bunch of different images. We tested out 10 images with one copy that we wrote on the call. Luckily that copy did really well. And then a few of the images did well. And I ended up using just a few of those images later on.

Chuck:

But yeah, that’s kind of an overview of what happened. So I’ll show you what happened with each one of these and why I moved in the direction I did. So I don’t know why this changed. I’m going to go back to the results here.

Chuck:

So we started brainstorming on the course, or not on the course, on the call. I think it was the second call. We thought of Tony Robbins, but then we decided that was a little too broad and we thought more kind of holistic minded people, I think is the direction we went, right?

Tom:

Yes.

Chuck:

Authors were easy to find on here. So people that were following these authors are probably interested in what we were showing on the lead magnet here. So we ended up with Gregg Braden, Eckhart Tolle, Those are the two we started with.

Chuck:

Actually, I’m going to go ahead and do this, so we only see those two for now.

Chuck:

And yeah, we spent probably about, yeah, we must’ve spent about 33 bucks each, and a $5 a day each, and they were both doing real well. We’re over 1% here, over 2% here, over 6% here, about the same here. But what I was really looking at was the lead cost.

Chuck:

So over time, the Eckhart Tolle actually was doing much better. So I decided to try out a different audience. What I did was I turned off Gregg Braden, so I’d have that extra $5. And then I went into the Eckhart Tolle to see if Facebook was suggesting anything similar. So I just clicked on the ad set here. And if you remember, this is here in the detailed targeting is where we choose the interests we’re targeting. So all I did was click suggestions, because if we have Eckhart Tolle in here, Facebook’s going to show us people that are similar.

Chuck:

So I just click suggestions and I wanted to see what Facebook thought was similar. And I just started looking at what I thought. I knew Deepak Chopra was probably too broad, kind of like Tony Robbins. And then I just started Googling people. So I literally would just like type in Esther Hicks and just kind of look and see what I thought. I see The Law of Attraction, and Ask and It Is Given, and I’m like, yeah, that’s right on point pretty much. So I’m going to go ahead and try her. And I think that’s the one I did next. So that’s how I came up with the next one to try.

Chuck:

So once I turned off Gregg Braden, I kept this one on, actually. And then I went ahead and started. Must’ve not chose her. Let’s see which one I chose after that. I should have thought about this before. I think the next one I started was Louise Hay. So if I go back here, I bet that person is a suggestion.

Chuck:

Yeah. So I must have Googled Louise Hay, or I don’t knowhow you say their name.

Tom:

That’s the way I’d say it.

Chuck:

Yeah. I was pretty much, Power Within You, Heal Your Body, which is obviously stuff you’re talking about. You showed me how to stretch and my back’s better 18 hours later. So I appreciate that.

Tom:

You’re welcome.

Chuck:

It was right on point, basically. So that was one of the next ones that I liked.

Chuck:

So like I said, I’m not trying to go too broad. I may have thought she was too broad, maybe. So I don’t know, I don’t know what I was thinking that day. Maybe I didn’t have my coffee yet. I don’t know.

Chuck:

But I ended up picking Louise Hay and went that direction. So at that point, the two running ones were Louise Hay and Eckhart Tolle, which were both doing pretty well.

Chuck:

So then the Louise Hay one started picking up steam and passing Eckhart Tolle. So I decided, hey, why not do the same thing again? I ended up turning off Eckhart Tolle. I went into the Louise Hay. I scroll up, they’re the same thing. I just scrolled down. I look at the detail or the interests. I clicked suggestions and I just started doing the same thing. I’d probably Googled most of these the last time, but I think this might’ve been one I didn’t look at before. Brené Brown or however you say their name. And I ended up deciding that that was one person that I wanted to go after. So yeah, I have this book, actually.

Tom:

It’s an excellent one.

Chuck:

Yeah, it’s a good book. And I just thought she was in line with what we’re looking for. So I decided to try that out.

Chuck:

So yeah, I went ahead after that, I turned off Eckhart Tolle and I started Brené Brown on. And you can see if we look at the lead costs, hers did even better.

Tom:

Absolutely.

Chuck:

Under $2 leads for her, got the most leads from her. So it was scaling, at scale. It wasn’t just luck or anything. And now we just kept going from there.

Chuck:

So that’s how I decided what interest to target and how to move in the right direction with my targeting.

Chuck:

But I also, if you remember, when we started these, if we look at Gregg Braden, and I said earlier, we turned on this dynamic creative button which allowed us to test a bunch of different images at the same time. So we put in seven different images here. And I tested these on about the first three ad sets. So Gregg Braden, and Louise Hay and Eckhart Tolle all were running the dynamic ads with those seven images. So by the time we came around to Brené Brown, I decided I want to just start running the ad strictly with the images that were doing the best. So what I did is I just selected these. I went here, went to look at the ads and oops, maybe I was wrong about that.

Chuck:

Yeah, I did that wrong … Yeah, I must’ve done it wrong. I must’ve set it backwards.

Chuck:

So I went here. Yeah. So these are all the dynamic ads. What I did was all these are showing basically seven different images to see which ones are performing the best. The way you can look at the performance on each one is go to breakdown over here and then go by dynamic creative, and then image, video and slideshow. And that’s going to break it down into the different images. And now I can see the performance of each one of those.

Chuck:

And since it was from three different ads, instead of going, if you have the same images in each one, instead of looking at each one individually, you can actually click this here and it’ll just break it down for those images on all the ads.

Chuck:

For some reason, it’s not giving me all the numbers though. I’m going to have to wing it with the other ones, I think, unfortunately.

Chuck:

So I’m just going to go ahead and close that. Usually you’ll see all the numbers. So you’d see impressions and you’ll see link clicks and CTRs and things like that. But for some reason it’s not showing. Let me refresh and see if I can change that. Otherwise all the numbers mean the same thing. And you’ll see what I’m talking about.

Chuck:

So I’ll go to breakdown, images again. Click this. Yeah. So for some reason, it doesn’t want to show me the breakdown.

Chuck:

So I’ll just show you what I’m talking about here. So normally what I’m looking for is kind of a mix of which ones bring in the best cost per lead and/or which ones are getting the highest CTR. Because the image, the way I look at an image is, the image is what’s going to stop someone from scrolling. It’s going to stop them in their tracks and it’s going to cause them to look around it, read your copy and get more context about the ad. So really what I’m looking for in an image is the CTR. I want someone to stop and click on the ad anywhere and interact with it. Because that’s going to cause them to kind of figure out what the ad is about.

Chuck:

But if you do have enough data with the results, I’m not talking about one and two or three. Maybe you get up into the teens or even more with each result. You can also use that as a metric as well. But if you don’t have a lot of leads, then you can just go off of the CTR, because that’s really what I’m concerned with.

Chuck:

So with this particular one, you could see this one of you, that’s really big, I wish I could make it smaller, but I can’t. You on a trail here in a beanie, it looks like it was a winner.

Chuck:

And some of these numbers could have changed since I decided what the winners were, by the way. So the ones I picked might be off. But this one’s another high CTR and got cheap leads at somewhat scale. I mean, I know it’s not big, huge numbers.

Chuck:

And then this one here of you talking in your backyard also had a high CTR. So same thing here, that one of you on a trail.

Tom:

And that was June at 10,000 feet.

Chuck:

Huh?

Tom:

That was June at 10,000 feet on a bike ride.

Chuck:

Oh, really? In June? So you still had to wear a beanie up there?

Tom:

Yeah. It was cold. It was about 38 degrees out.

Chuck:

Really? That’s great.

Chuck:

So yeah. And remember, I was looking at all ad sets combined, so they’re all going to be a little different. But you can kind of see that this one’s still up top here. This one’s near the top, and the numbers are a little different, but it’s because I’m not looking at them all combined. But that’s kind of what I’m looking for is the CTR all and the cost per result.

Chuck:

Same thing here. This one got a high, really high CTR, again. This one, view in the backyard, another really high CTR. And so those are for sure two that I picked. I can’t remember what the third one was. But it was all from the combined data.

Chuck:

So once I got all that data from these dynamic ads, then when I went to create this Louise Hay, which it must have been the last one that I created. Even though it didn’t end up doing the best overall, it still was one of the best. That’s why it kept running. That must have been the last one I created. And I created that with individual ads. So instead of doing dynamic creative again, I just took the same copy and just made individual ads with just those images. So that was the one that was consistently on the top there.

Chuck:

And then we did keep seeing this one of you in mid-sentence. That’s how I said Tom backyard, middle sentence. So that one got high CTR. And then also you with your whole family got a high CTR.

Chuck:

I thought this one was kind of funny looking since you were in the middle of a sentence and I wanted to make sure it wasn’t just because of that. And that maybe your really nice backyard had something to do with it, or your super cool haircut and charismatic smile. I just threw this one in there, because it was kind of the same picture and you weren’t mid sentence like that.

Chuck:

But yeah, still you can see the two that were doing the best in those dynamic ads still were pretty much doing the best here.

Tom:

Interesting.

Chuck:

As far as CTR, this one does have slightly lower lead costs, but it’s only two, so you can’t really say it would be consistent.

Chuck:

But yeah. So I just let Facebook kind of go through and choose between those.

Chuck:

If we had run it much longer, the family one didn’t get any, it wasn’t even getting clicks. And if we had got up to 10 bucks or something, I would have just turned it off and let the other three run.

Chuck:

But yeah, that’s basically how I went. And then that’s basically how I get things moving in the right direction and started scaling in the right direction.

Chuck:

And what I would do from there, depending on how much someone wants to spend, I never go in and change the budget. That’s not something that I would recommend. If something’s working at $5 a day, for instance, and you’re like, “Wow, I want to get double the leads,” do not go in and change it to $10 a day, because you’ll just throw it out of whack. It’s working at $5 a day and it’s kind of in a groove at that spend.

Chuck:

I don’t know if you’ve ever seen motocross and they have the whoop section where it’s just a bunch of bumps and they have to go a certain speed where they’re just riding on top of the bumps. But if they go too slow or if they go too fast, they just topple over, and probably break something. But if they hit that at that perfect speed, then they’re going to make it through and continue the race. So you got to kind of look at it that. If you change this, you’re kind of throwing everything out of whack and you’re flying off track.

Chuck:

So what I do is I always leave something that’s working. I let it run. I don’t touch the spend. I really don’t touch anything. I don’t turn it off and back on or anything like that. Something about this is working. Nobody knows how Facebook works exactly, but you got something working, and just leave it alone, basically.

Chuck:

If you do want to scale on Louise Hay, for instance, duplicate the ad set and set it to a different budget. Maybe change the age to 31 plus to make it a little, slightly different audience. But really, if you want to spend $10 on Louise Hay, then just add another four or five, $6 daily budget on a duplicated ad set with a slightly different age range or something. And then see if that works. You could even start one at $10 and see how that does. Do the same thing with other ones just don’t touch one ones that are working because you’re likely to break them, basically.

Chuck:

Yeah. And as far as the amount spent, you kind of want to spend at least two times what your goal is. So in our case, the goal is the lead.

Tom:

Right.

Chuck:

And we’re getting less than $2.50 leads, so $5 a day was fine. Ideally if I’m really trying to scale somebody, and I’m spending this and I see $1.90 leads consistently, then what I’ll do is I’ll duplicate the ad set. And then I’ll multiply this by 10. So I’ll start a $19 ad set, and usually that will do pretty well.

Chuck:

There is kind of a sweet spot with certain things where you can really hit a groove, and Facebook will kind of get, it kind of gets into this groove where it’s able to find people at a particular daily spend, and really bring down the cost. But it’s kind of hard to find sometimes. So in my experience, this is the best way to do it, especially with lower budgets. And like I said, that groove is kind of hard to find. And when you do find it, it’s cool, but it’s not something that I can tell you, “Hey, just spend this much and this is going to happen.” You know what I mean? Because people always talk about the pixel getting smarter, having a certain amount of conversions and things like that. And yes, it does work that way, but not all the time. And there’s no real way to figure out where that point is. So yeah, like I said, this is the best way to do it.

Chuck:

My standard operating procedure, when I’m looking, trying to get to that point is testing different things, like I just said. So I found this one brings in leads at $1.90. I’m going to duplicate it and start a $19 a day campaign. I’ll see how that does. If it doesn’t do as good, maybe I’ll try 15 times, and I’ll just play with different multiples of that in there. And yeah, that’s basically how you start moving things up. But do not touch ones that are working. Just start new ones.

Chuck:

So yeah, that’s, that’s pretty much how that worked, and how I look at it, and how I would do things in here.

Tom:

Beautiful. I love that strategy, Chuck, and the fiddle with it a bit less, I guess, is the message, and create new from what you’re learning rather than trying to adjust what is working well.

Chuck:

Mm-hmm (affirmative), yeah.

Tom:

That’s beautiful. So now we haven’t, because we shut it down, that hasn’t ruined anything. Is the expectation that if we were to continue it again tomorrow that it would maybe take a day or two or four to get back into that groove then? Or how does that-

Chuck:

I would have no problem turning it back on, just because it’s such a low spend. We’re not really going to, I don’t think it would change that much. If it was drastically different, I would just start new ones. But yeah, generally you don’t want to turn things off that are working, and if you plan on continuing with them, you want to keep them going. Otherwise, we might just have to start over again, which isn’t a big deal at $5 a day. So I’m not worried about it.

Tom:

Right. Well, and what I want to do moving forward with this is starting next week is to bring it from, to bring the free ebook into, that’s part of joining the group. And this knowledge into that realm, because I shut down the group, bringing new people into the group because of changing the name and having to do some things in the background. Changing the three questions at the beginning to bring people in, and to vet them out there. But I really believe the same thing applies otherwise, and still give the free ebook of course, and the free clarity call as part of bringing them in.

Tom:

I was really intrigued to see how this would work just for the book. And I’m really pleased with the quality and the character of the people that are coming in. The leads that we received here now, the last couple of weeks with it. So I’ve had some really good interactions with folks and some excellent questions, and those types of things. So I’m anxious to bring them into the group, first and foremost, and then have them participate and really continue to lay a good foundation with the quality of folks that we already have here.

Chuck:

Awesome.

Tom:

Understanding that I kind of changed that avatar the people coming in to Adventurous Entrepreneurs and then changing it to Body, Mind, and Heart, which is really, they parallel each other, but it really is a different topic in different disciplines.

Chuck:

Right, yeah.

Tom:

But the folks that are here already are certainly welcome to stay and continue to participate in and be part of our group.

Tom:

But this is fascinating to me, Chuck. I love your logic. I love how you come to your conclusions and how hard you work, whether it’s somebody with a $10 a day budget or a $1,000 a day budget. And you tell me a bit about who your clients are and the same thing applies. It’s just a different metric with what they’re trying to do, but who wouldn’t love a $2 lead, are you freaking kidding me?

Chuck:

Yeah. I was pretty happy about that. I was expecting double that at least so pretty cool.

Chuck:

But yeah, my ideal client is basically someone doing lead gen like this, that’s probably what I’m best at, lead gen and webinar registrations, things like that. People selling a high end service or digital courses, things like that is pretty much right up my alley. So that’s the kind of businesses I tend to do well with and get along with.

Tom:

Excellent. Excellent. Well, very good. Well, thank you so much for being here. I know you’re busy. I know you got to get moving and get some other stuff going on and I do too, but I got a date with an angel here in about 40 minutes. So I will get this recorded and up. I’ll get it rendered now. And when we get back from dinner, I’ll put this up in the group. And folks, any questions you have for Chuck, don’t hesitate to give him a shout. And I really appreciate who you are, Chuck and how you do what you do, and how you serve others.

Chuck:

I appreciate it. Thank you.

Tom:

You’re very welcome. And folks, please give him a shout and question him about your business and what it is you’re looking to do. I know that we’ll put your link below, Chuck, you send that over to me and we’ll get that out to folks, and folks give him a shout. Do you do a 30 minute clarity call or anything like that, Chuck?

Chuck:

Yeah, I have strategy sessions. I’ll give you the link, but it’s just whiskeyneat.com/strategy-session. And that will take you to calendar, basically. So yeah.

Tom:

Very good. Well, thank you so much and Happy New Year, man. Good to talk to you.

Chuck:

Happy New Year to you too.

Tom:

Welcome back from Moab.

Chuck:

Yeah, thank you.

Tom:

Okay. Very good. Well folks, thanks for being here tonight. And I’ll get this uploaded and look at the Zoom, because Chuck showed a whole bunch of information and it’s in your back office in Facebook. And man, it confuses me. So I love having someone like Chuck to guide me through it, because what he did in half less than half an hour would have taken me five hours of screwing stuff up and having to go back, and really recognizing that I don’t know what I’m doing back in there and have no business being there.

Tom:

So enjoy your evening. Much joy, much love, much peace and prosperity with you and yours tonight. And we’ll be visiting with you soon. Thank you.

Chuck:

Have a good one.

So, I couldn’t find an easy way to do this anywhere and thought I’d post my solution.

Sometimes you may want to forward a parameter in the URL to another page when your visitor clicks a button. This has worked for me.

You could use this to forward tracking parameters like Infusionsoft’s contactId – That’s what I use in my example here.

You can also set it up to automatically redirect to another URL with the same parameter. The reason you may want to do this is, for instance, if you need to pixel someone on a Thank You page as a ‘Lead’ but want them to automatically redirect to a scheduling software like ScheduleOnce with their contactId in tact.

The code examples are below the video. Let me know if you got value out of this by commenting and sharing!

Header Code in ClickFunnels Page Tracking Code

<script>
function getParameterByName(name, url) {
    if (!url) url = window.location.href;
    name = name.replace(/[\[\]]/g, "\\

amp;");

    var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"),

        results = regex.exec(url);

    if (!results) return null;

    if (!results[2]) return '';

    return decodeURIComponent(results[2].replace(/\+/g, " "));

}

var newParam = getParameterByName('parameter')

var nextURL3 = ('https://www.yourdomain.com/pagepath\?parameter\=' + newParam);

</script>

 
Button Code
<div class="de elBTN elAlign_center elMargin0 ui-droppable de-editable" id="tmp_button-86409" data-de-type="button" data-de-editing="false" data-title="button" data-ce="false" data-trigger="none" data-animate="fade" data-delay="500" style="margin-top: 30px; outline: none; cursor: pointer; display: block;" aria-disabled="false" data-elbuttontype="1">
<a onclick="location.href=nextURL3;" class="elButton elButtonSize1 elButtonColor1 elButtonRounded elButtonPadding2 elBtnVP_10 elButtonCorner3 elBtnHP_25 elBTN_b_1 elButtonShadowN1 elButtonTxtColor1 elButtonFull" style="color: rgb(255, 255, 255); font-weight: 600; background-color: rgb(1, 116, 199); font-size: 26px;">
<span class="elButtonMain"><i class="fa_prepended fa fa-angle-double-right"></i>Button Text Goes Here<i class="fa_appended fa fa-angle-double-left"></i></span>
<span class="elButtonSub"></span>
</a>
</div>
 
Button CSS Code
.jsPointer {
    cursor: pointer;
}
 
Timed Automatic Redirect Code
<script>
function getParameterByName(name, url) {
    if (!url) url = window.location.href;
    name = name.replace(/[\[\]]/g, "\\

amp;");

    var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"),

        results = regex.exec(url);

    if (!results) return null;

    if (!results[2]) return '';

    return decodeURIComponent(results[2].replace(/\+/g, " "));

}

var newParam = getParameterByName('parameter')

var nextURL3 = ('https://www.yourdomain.com/pagepath\?parameter\=' + newParam);

</script>
<script type="text/JavaScript">

      setTimeout("location.href = ('https://www.yourdomain.com/pagepath\? parameter\=' + newParam);",3000);

 </script>