1. This site uses cookies. By continuing to use this site, you are agreeing to our use of cookies. Learn More.

[GUIDE] Happy 10th Birthday Facebook. Now Give Me 800% ROI On My Ad Spend!

Discussion in 'Black Hat SEO' started by Scritty, Feb 4, 2014.

  1. Scritty

    Scritty Elite Member Premium Member

    Joined:
    May 1, 2010
    Messages:
    2,807
    Likes Received:
    4,496
    Occupation:
    Affiliate Marketer
    Location:
    UK
    Home Page:
    10 years ago. Well I was on Myspace. I didn't do much, I didn't know more than about 3 other people that used it. It was pretty crap. I had a phone and texting was easy. Myspace added too little to that to be worth my time.
    To be fair Facebook changed very little when it started. Nothing really. IM and SEO noobs should know that in 2004 to 2007 the impact of social media on internet traffic to your website, the ability to monetize that traffic and the tools and information needed to do it were all but none existent. (Yes I know people like Chan did it - but he really was a minority)

    10 years on?

    http://www.demondemon.com/2014/02/04/facebook-at-10-years-a-real-advertising-alternative/

    Facebook now seems to offer a decent ROI for ad spend. The money I used to put into Google now goes on FB, and get's the "couple of cents a click" results that Google got "back in the day". It's not as commercial, it doesn't like "hard sell", but it's more open and understandable than Google (who seem to be going out of their way to make their Adwords service more and more arcane and less transparent to their customers... way to treat your customers Google)

    I don't go into detail ion keyword research. It is sort of missing from the guide, but there are plenty of resources on that. Bear in mind that keywords need to be likely as people's interests or tags

    The link above leads to an experiment I ran recently. Forgetting that FB was about to go the "big 10"
    Word of warning. To set up a campaign properly initially (your account and such) it's best to use Google Chrome. In fact some of the functionality will only work with Google Chrome (So Facebook forcing you to use the main competitors browser to access the detailed ad functions... go figure)

    Making money with this cheap traffic source is pretty simple. And what's here is about as good and actionable information as some of those $147 FB cash grab courses you see advertised. Yes - what they tell you REALLY is that simple "Clone your audience" techniques are the catch for some, but in general it's a crap idea. Targeting by interest, age, location (for language and average national disposable income level reasons) makes a helluva lot more sense and money ion the long run.

    Make money and prosper folks!

    Scritty
     
    • Thanks Thanks x 6
  2. StraussCan

    StraussCan Regular Member

    Joined:
    Aug 24, 2013
    Messages:
    393
    Likes Received:
    128
    Occupation:
    Pen testing
    Cool tut, why not just put it here on bhw.
     
  3. Smeems

    Smeems Regular Member

    Joined:
    Apr 29, 2012
    Messages:
    425
    Likes Received:
    417
    Happy 10th Birthday Facebook. (cue balloons, bunting and ?for it?s a jolly good social media platform? sung at high volume) Done? Good?. Now it?s time for;

    [h=1]Experimenting With Traffic![/h]Not something that should be recommended. Always follow the road safety code folks.
    Okay, let?s get to the point. I have a problem, one I?ve been aware of for some time. In a nutshell it is that I am still too reliant on the major search engines for visitors to my website.
    Regular readers will be aware that one of my current aims is to have good click-through from any first-tier links that I have, and I aim to do this by providing good value for any visitors and readers of that link content. I?m also increasingly sure that I need alternative direct sources of traffic to my websites.

    Let?s see who is interested in this

    But let?s not forget that the search engines are not the only major players in terms of online advertising with Adwords. The elephant in the room here is Facebook.
    Interestingly, as I was preparing this post, between the day I did the video below and today, the BBC in the United Kingdom had a major news story on Facebook?s demographic targeting. A great written version of it is in today;s Washington Post.
    It seems like a good idea to post a link to that here.
    Make of it what you will. An invasion of privacy? An opportunity for commercial interests to target specific demographics? It?s probably both of those isn?t it?
    As a user of Facebook I do moderate my language and tone. Any content that I place on it goes through a process of self moderation before I commit fingers to keyboard. Certain topics are a no-no. Certain beliefs or values I have remain unexpressed. Not because I am ashamed of them, but because they alienate perhaps 50% of my potential market. Politics, sex, religion ? even pets. Get some of these wrong and you can wave goodbye to chunks of your friend circle.
    I doubt I?m much different in this regard to many. Unlike talking with 3 or 4 of your closest friends face to face, Facebook allows people to reach a far wider group which contains acquaintances, work colleagues, friends-of-friends and just ?people who saw their picture and liked it?
    While offense is in the ears and eyes of the offended ? it still makes sense not to set out to upset people if you want to be a long term success in social media.
    Challenge them? Yes. Inform them? Yes.

    [h=2]TOP TIP![/h]Remember to spend more time and effort asking questions and perhaps less informing others of your opinion. Take the time to read and appreciate when people make the effort to answer you.

    I don?t write comments on Facebook in the same style or manner as I would when talking face-to-face with some of my closest friends. I?m aware that potential clients use social media regularly, and it?s now common practice for clients and employers to do at least a cursory scan of your social media presence before inviting you for interview offering you a great project that you?ve been hoping for. Finding out that you regularly go abroad as a soccer hooligan or spend most weekends in a drink induced daze is not going to get you many interviews.
    Okay, moving on.
    Five years ago Google offer the ability to target traffic directly from Adwords straight to a landing page or even a shopping cart. The information provided in Webmaster tools both via the old keyword tool and through other great sources (like Microsoft?s own commerciality index.. RIP) meant that users could make informed decisions as to how and where to target their ad budget.
    In their infinite wisdom Google began a clampdown on this a few years ago and have been gradually setting more and more punitive rules for those looking to make money using their network as well as obscuring the data required to make informed choices as to keywords, demographics and profit potential.
    It?s almost like Google don?t want you to use their system or want to turn it into a great big ?black hole? where they just expect you to throw your money

    ?Roll up. Roll up. Stick your advertising budget in the Google ?black box of possibilities?. You may get a decent ROI, you may go bankrupt, we know but we?re not going to tell you, at least not without charging you for the data you need to make informed decisions and making the process of decision making more complex by the update?
    Adwords is a product. I find this a very odd way for Google to sell a product. Maybe that?s just me.
    Facebook offers a sort of control that Google used to offer prior to 2009. The potential to target your advertising revenue by location, age, sex and interest. The important keyword data arrives on the fly as it were while you are actually setting up a campaign. Simple, no massive ?spread-sheet? like structures with hidden tabs that (on inspection) provide very little real actionable substance to all this information.
    Facebook delights in telling you just how many impressions and potential clicks your particular budget is likely to reach and responding in real time to changes you make to the specifics of any campaign you might consider running.

    [h=2]Wow ? it?s almost like they WANT you to use their service![/h]The aim off this experiment was to see if, for under $20, I could promote a post to the point where I could accurately say that I had a positive return on investment in terms of traffic arriving at my site via the post link, and actually buying or clicking on an action which made me money. $20 out, how much in?
    Note ? no other promotion was done on this post before running Facebook campaign. There is I?m sure you?ve spotted a slight chance that someone came across this none promoted and none indexed post and decided to buy and take CPA on it anyway. It?s never happened before, but there is a tiny possibility that this could have occurred.​
    This image shows you that I went pretty close to the $20 budget in the end, the number of impressions and the quality of click through was particularly good so I added to the initial $5 investment a couple of times over the course of 2 days.​
    Of course this isn?t all down to budget and just Facebook themselves. If you?re writing on something that interests people, pick the right image and do your target demographic research thoroughly you may have better results than this. If you take a slapdash approach without setting up the campaign properly you may get nothing in return. Hopefully the video explains the basics, and you can adapt it to your niche or market.

    [h=2]The Results.[/h][​IMG]For under $20 I made one full product sale which earned me $124.17 in commission and three other smaller subscription sales which earned me a total of $57.50. In addition I had three sign-ups to my forum and several comments which added considerably to the conversation on this blog.
    The post above it was promoted with $11 and had a lot more visitors but it was me ranting about the ICC, CA and ECB trying to take over world cricket. A niche interest? Much!

    [h=3]Poor Quality Image? Here?s Why![/h]Can I just add here that the ?Snippet? tool is all well and good for taking screenshots like the one above ? until the page element is a roll over flash or java element that disappears the moment you open the snippet tool. To get this screen-grab I had to video the page ? then snippet the video. If someone knows a better way of doing this ? let me know [​IMG]

    It?s worth remembering that some of the products I sell have a consideration time of weeks or possibly months between any potential buyer starting the consideration process and actually purchasing the item. This is typical for products over $250, so in a few weeks time my initial $20 investment may still be earning the money.

    [h=2]A Note Of Warning.[/h]For all this, it?s important to be aware of some cold facts.
    Facebook is not a moneymaking machine. Most of its users are not interested in buying anything. I?ve never been one to consider that a hard sell is a good idea, but on Facebook you need to tone it down even more. Take the ?softly softly? approach.
    This almost invariably means adding value up front. Whether this is providing information the reader is likely to want or possibly a free gift, and informative video or downloadable PDF. The vast majority of people using Facebook are there just to chat and be social, they have no intention of opening their wallets at any point.
    This is even less the case with Facebook than it is with Google searches. Some hard-core business markets would seem to be completely unsuitable to be promoted via Facebook, and their rules regarding obscenity, violence and pornography prevents certain niches from being marketed at all.

    [h=2]But a return of over 800% inside three days speaks for itself. The potential is there.[/h]For me the important fact that they still offer real control and actionable intel for their users is the winner. Unlike Google, Facebook are not just expecting you to throw money into a black pit of potential without providing network users with sufficient information to make informed choices as the right way to go about utilizing their marketing spend.
    It?s an option I?m going to be using quite a bit of in the future.

    BHW is a forum for sharing content, not link-dropping personal blogs.
     
    • Thanks Thanks x 2
  4. Scritty

    Scritty Elite Member Premium Member

    Joined:
    May 1, 2010
    Messages:
    2,807
    Likes Received:
    4,496
    Occupation:
    Affiliate Marketer
    Location:
    UK
    Home Page:
    Yeah - why not :)
     
  5. affarmy

    affarmy Regular Member

    Joined:
    Aug 10, 2010
    Messages:
    405
    Likes Received:
    94
    Occupation:
    Full Time SEO
    Location:
    Orange county, Calif
    Home Page:
    Good post as always Scrit- You're right about one thing- FB is not an easy sell since they are surfing not searching..totally different mind set

    B
     
  6. Scritty

    Scritty Elite Member Premium Member

    Joined:
    May 1, 2010
    Messages:
    2,807
    Likes Received:
    4,496
    Occupation:
    Affiliate Marketer
    Location:
    UK
    Home Page:
    Yeah - it's tough. But if you market in the right niches and are initially more interested in profile development than hard cash (which comes later) it's still a bargain.

    Make a post - promote it on Facebook for $5 (£3) - and it's normally golden.

    Scritty
     
  7. Paper-Boy

    Paper-Boy Elite Member

    Joined:
    Jun 17, 2009
    Messages:
    5,116
    Likes Received:
    1,821
    Would be interested in knowing if can you continually produce 100%+ ROI's on a $xxx-xxxx daily spend budget.

    Btw, are you targeting multiple countries and what type of cpc's are you getting?

    Overall, great case study.
     
  8. tojamie

    tojamie BANNED BANNED

    Joined:
    Jan 14, 2013
    Messages:
    1,052
    Likes Received:
    237
    Thanks for sharing :)
     
  9. gorang

    gorang Elite Member

    Joined:
    Dec 6, 2008
    Messages:
    1,891
    Likes Received:
    1,650
    Occupation:
    SEO Consultant - Marketing Strategy
    Location:
    UK
    Smeems that is pretty shitty.

    To everyone else, please have the decency to visit his site if he spent the time putting this together for you. Scritty is a legit guy. we should reward great members like him by graciously accepting these guides and giving his blog a visit. It takes time and effort to sit down and create something worth reading for others and help them, while getting a little promotion for your own blog and that is not a bad thing.

    Thanks Scritty, i'm a total nub at Facebook.
     
    • Thanks Thanks x 2
  10. StraussCan

    StraussCan Regular Member

    Joined:
    Aug 24, 2013
    Messages:
    393
    Likes Received:
    128
    Occupation:
    Pen testing
    That's where copywriting and split testing comes into play. Even when somebody's searching they are looking for solutions right away. Everyone's busy they don't have time whether searching or surfing. But you gotta craft that ad so cleverly people are inclined to click on it. Use tools like SLF to get more targeted clicks. When you do ads, you gotta know ur stuff, otherwise it's like pouring money down the drain.
     
  11. HatArrows

    HatArrows Regular Member

    Joined:
    Jun 28, 2013
    Messages:
    395
    Likes Received:
    114
    Location:
    Data Mines
    I am still trying to know , the sites i visit like Ultimate Demon or Mailgun or any other software through BHW , after few minutes i see some of the same software or services ad on my Facebook Page , How this can be targeted ??
     
  12. johanrioux

    johanrioux Junior Member

    Joined:
    Oct 15, 2012
    Messages:
    160
    Likes Received:
    1,704
    Occupation:
    Interactive Media Consultant
    Location:
    Middle Earth
    Thanks for the post Scritty.

    Yes it's true, @affarmy - Facebook marketing is interruptive HOWEVER, you can drill in so deep to users demographics, even psychographics -- that your offers are more relevant to them on a whole than a keyword search by itself could ever be.

    You have to think outside the box though for higher returns though.
    Screen Shot 2014-01-17 at 4.21.28 PM.jpg
    ^^ Profits for this short campaign were $989 and a solid ROI of +6,000%. Conversion to sale ranged from 7% - 45%.

    These were items these people woke up that morning not wanting or needing, yet when it hit them on the newsfeed they responded. They would never in a million years have searched Google for the items they bought off the sales page but I could deduce that they might be interested based on data insights provided by FB.
     
  13. johanrioux

    johanrioux Junior Member

    Joined:
    Oct 15, 2012
    Messages:
    160
    Likes Received:
    1,704
    Occupation:
    Interactive Media Consultant
    Location:
    Middle Earth
    See Adroll.com or other retargeting services.
     
    • Thanks Thanks x 1
  14. MidnightGambler

    MidnightGambler Junior Member

    Joined:
    Aug 30, 2011
    Messages:
    102
    Likes Received:
    38
    Occupation:
    Professional Part Timer
    Location:
    In A Far Away Place
    Thanks again man. A real asset to this community, you are. I am just trying to understand how you can get the same SEO results one get from SEnuke out of UD. I have tried before and it didn't work too well for me. I guess I will give it another try for the price tag for it alone as opposed to 150usd a month for senuke, is worth the effort