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How I reduced my advertising costs by 22X by implementing an extremely simple switch in my strategy

Discussion in 'Facebook' started by abradabra, Sep 7, 2016.

  1. abradabra

    abradabra Jr. VIP Jr. VIP

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    This post takes you with me on the journey where I managed to reduce the cost per like for a Facebook page by 22X in comparison to the previous campaign… both campaigns aimed at the same demographics & region…with only a small switch in the strategy.

    Golden Rule of Social Proof
    In his famous book — “Influence: The Psychology of Persuasion”, Dr Robert Cialdini talks about The Rule of Social Proof. The Rule of Social Proof states that people will do things that are not in their nature just because everybody else is doing. I’ll explain it with an example from my motherland. In India, queues for purchasing subway tickets (or local trains as we call them here) is a very interesting phenomenon.

    [​IMG]
    I am relating train ticket counters to Facebook Ads below (Wow)
    Broadly speaking, there are two types of people that come to a ticket counter in India — one for travel to different cities & the second for inter-city travel (the commuter class)

    There are no significant signs in a sub-urban Indian railway that tells you which queue is for purchasing the two different kinds of tickets. As a result, people tend to stand in the longer queue. But why? They are all educated working class people & take important decisions everyday. But at a railway station, they didn’t think twice before joining the longer queue. Nobody told them that this is the correct queue. They just assumed it is as everybody else was standing in the same queue.

    Was it the experience? Maybe. But this phenomenon of following what others are doing irrespective of understanding its consequences can be seen in everyday life, on Facebook & in this ad campaign that I am going to talk about next…

    Brief Introduction About The ‘Viral’ Site Phenomenon
    In Internet Marketing if you see a particular method succeed, people jump onto it faster than it takes to offend somebody on the Internet nowadays.

    ‘Viral’ sites or content-curating websites are a product of the same success story giving hopes to thousands of entrepreneur as their ticket to Money Ville.

    I’ll admit…

    I have tried my fair share of trying to start a couple of ‘viral’ sites. Some died in the conceptualisation stage. Some were live for a couple of months & were shutdown.

    These were small side-projects that I like to experiment with from time-to-time (keeps me in the know, you know!?). I mean, this looks easy from the outside. Search for a good story, rephrase some words & push it on Facebook for the world to see.

    This is what a lot of entrepreneurs are doing & I happen to help a lot of them in a small way in their journey to Internet Marketing fortunes since Facebook & Facebook Ads is their main source of traffic.( SEO is out of the question because neither can you invest in ranking for the keywords that these sites use nor does it give instant results like Facebook does)

    One of my biggest success stories has been a similar viral page which I helped last year from 0 likes to 300,000 page likes in 3 months.

    [​IMG]
    0- 300K+ Likes, all from US
    Though it was not easy, the fact that these type of sites were few & that the market sophistication (& disdain) about such sites was low helped in building this page smoothly.

    What was once a surge of ‘meme’ pages (which apparently Zuck hates) has now evolved into a tsunami of Viral Sites.

    The Campaign…
    I was entrusted with promoting a Facebook page of a similar viral site with the same starting words as Buzzfeed.

    As with other marketers, their goal was to start with building a huge page with US likes.

    The page was brand new. It barely had 50 likes. The content was ‘ok’, nothing special or out of the ordinary. So, I had to find a crazy angle to make people ‘like’ the page. Now, I know for a fact that there are so many similar pages that people have liked (An average American has liked 19 pages as per Facebook’s Audience Insights). It is always a tough task to make anybody like a new page.

    [​IMG]
    People that like Buzzfeed have liked 38 pages since they joined Facebook
    Today, people don’t want crap content to clutter their feed ( we have tons of it already). They want to discover content that adds value to their day or helps them pass that boring lecture or that looong day at work. People who have been on Facebook for a couple of years are now more conscious about which page they like. Liking a Facebook Page feels like a commitment now. It’s getting difficult as the time passes by.

    It’s getting difficult as the time passes by.
    The only thing I asked the page owners to not do was put a lot of click-bait type of content that turns away the user before he ‘likes’ the page (people do visit the page before liking it, hence the precaution)

    CAMPAIGN LAUNCH — FIRST TRY
    Anyways, I did end up finding something suitable & I launched the campaign & began promoting the page. After running a couple of tests for a week, I could not get the cost per like down to something that is sustainable for the page. The cheapest we got was $0.62 per like & the average for the campaign was $1.72 per like.

    [​IMG]
    Not a lot of data but this wasn’t going anywhere!
    The Switch In Strategy
    Step 1 – Seeing that we needed to lower cost & that the page lacked authority and social proof. I suggested the page owners to build the page with likes from Tier3 countries. Not only will they be cheap & targeted, it will help in increasing the engagement on the page. And once we have a respectable number of likes on the page from these countries, we can start promoting the campaign to our money audience (US of A).

    I suggested the page owners to build the page with likes from Tier3 countries.

    Here’s a screenshot:

    [​IMG]
    17,000+ Likes @ less than 1-cent per like
    Step 2 — Now, once this milestone was reached, I applied the second part of the strategy which was to start targeting the campaign to US audience.

    RESULT
    It has been more than a week and I am seeing likes for $0.02–0.03 per like.

    [​IMG]
    $0.03 per like from the previous $0.68 per like
    Needless to say, we have shifted all our focus on getting US likes & hope to grow the page as big as any other ‘Viral’ page on Facebook.

    CONCLUSION
    This again proves the power of social proof. And strengthens my belief that if you show people that others ‘like’ you, they will like you without any question (another Cialdini rule).

    This is a very important lesson which can be implemented in our lives too.

    That said, there can be an argument from people that Tier3 likes are useless & I might be ‘ruining’ my page’s reach. First, this does not ruin the page’s reach as all likes are real, targeted & high-quality.

    Second, the costs saved on the cost of US likes will help in building a much larger page at a fraction of the price if he had to start with US likes from the beginning.

    That’s it. Thank you for reading this. If you implement this in your campaign, do let me know how it went for you.

    For any questions, post below!
     
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  2. bossofthebosses

    bossofthebosses Jr. VIP Jr. VIP

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  3. Splatterfox

    Splatterfox Junior Member

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    Have been doing a quite similar stuff, but this was very nice to read :)
     
  4. abhi007

    abhi007 Jr. VIP Jr. VIP

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    This is solid stuff guys, I wonder how this thread did not get that much attention.

    Guys if you need the book let me know I have it!

    I just got it the other day....
     
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  5. living2xl

    living2xl Jr. VIP Jr. VIP

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    wait so you got good results and did some viral shares
    I cant see what is the takeaway here? get cheap likes from cheap countries to create social traction sheep effect then target USA/premium countries for more likes ? not exactly news and could be all packed in one phrase
    wasted my 2 minutes
    Thanks!
     
  6. JTrussles

    JTrussles Junior Member

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    No social proof :D
     
  7. mancar487

    mancar487 Jr. VIP Jr. VIP

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    Good share abra!
     
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  8. Heiko

    Heiko Jr. VIP Jr. VIP

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    Very interesting information. Thank you for that
     
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  9. natedogg

    natedogg Regular Member

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    So you promoted your fanpage with tier 3 countries until you got 10K likes, then you promoted you page to USA with a different ad and got 3 cent likes? Did you keep the tier 3 and USA ads running at the same time after you got the 10K likes. Also, will this hurt your fanpage? Thanks
     
  10. hippo123

    hippo123 Jr. VIP Jr. VIP

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    Good share
     
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  11. natedogg

    natedogg Regular Member

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    I tried this method with one of my niches. All I get is people spamming my page from tier3 countries. I can't see how this benefits, besides inflating your likes which are not people passionate about your niche. I could be wrong!?
     
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  12. chemicalx

    chemicalx Jr. VIP Jr. VIP

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    Very nice share :)
    Thanks!
     
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  13. BigTroll

    BigTroll Jr. VIP Jr. VIP

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    Only 1 problem: even you got 300k likes for your page, I can see the engagement it's extremly poor (200-300 likes per post), what's wrong?
     
  14. Vic Sage

    Vic Sage Jr. VIP Jr. VIP

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    There are many threads on BHW on these topics (Conversion optimization/PPC) offering excellent advise. These don't get highlighted at all (Except Mr.E's thread) as people are scared to death to try routes of IM that involves spending money.

    This is why most people don't "Make It" in IM, they ignore the first rule of business -

    [​IMG]
     
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  15. djw1606

    djw1606 Regular Member

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    If you want to advertise your services on BHW you need to contact a mod and go through the marketplace. Posts like this will just get you banned
     
  16. abradabra

    abradabra Jr. VIP Jr. VIP

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    Thank you Abhi. Everybody should read all 3 of those books. That stuff is gold!


    Could be, could be not. You need to have context, proof & a lot of other things to help people understand & benefit from what you are saying. 1 phrase might cut it for you, but might not be adequate for a lot of readers.

    Thank you for the feedback.

    LOL.


    For short while I did. But now all of the Tier3 campaigns have been stopped once the US campaigns were scaled to desired volume goals.

    Every method will have its pros & cons. However, I did not target random users. I targeted passionate fans only but from Tier3 countries in the beginning.

    This is still far better than buying fake likes.

    Not my page. I only helped build it up to 300K. Engagement depends on how you market & structure your content. I did a quick check & saw that engagement rate for photos/videos is on par with Facebook's average. Also, you never know how many people engaged with the page's post as KPI's like clicks on post cannot be identified by just looking at the reactions, comments & shares.
     
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  17. audiobreather

    audiobreather Junior Member

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    Thank you for this. I tried this and currently getting $0.02 per like on tier 3 countries. I am now at 4k+ likes.
    I have a question, though.
    Does page likes still matter? although I have 4k+ page likes, my reach is very low, and am getting only 1-3 likes per posts.

    When I boost posts on tier 1 countries, my cost per engagement was $0.21 each.
    Then I tried targeting tier 3 countries on boost posts, and my cost per engagement is $0.002 - $0.001.
    After 1k likes on the post, I targeted tier 1 countries and my cost per engagement on US is down to $0.16, and Canada to $0.08.
     
  18. nutrament

    nutrament Newbie

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    going go over this later thanks a lot
     
  19. TheFutureBoss

    TheFutureBoss Newbie

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    I would love the book. Thanks!
     
  20. Narcos007

    Narcos007 Registered Member

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    This is good stuff, the only addition which I would like to make here is - Targeted tier 3 countries should have English speaking audience which should maintain the FB page quality and avoid spamming of page. Have tried this on one of my page and have got good results.