How to Use Facebook Ads to Promote Your Event


– Hey, folks, how’s it going? So this is me, your friendly,
Fearless Business coach. Again, just creating a short video because a number of people asked me
about this in my programmes, so I wanted to make something, create something that was sort of everlasting, that was gonna just introduce to you about how I use events and Facebook ads to basically grow my business. So, it’s split up into two parts. So I’m covering the events
and the Facebook ads, and, by the way, I’m no means a,
either a marketing expert or a Facebook ad, I’m
literally just gonna show you what I do to create results for my business. And show you how I manage to drive my Facebook ad spend, when booking people into
events, down from about six or seven pounds
per person seated, sat, down to under one pound per,
per, per lead, per seat. I see things like workshops
and events as being a fantastic lead magnet for your business. It’s a great way to build trust, and then you’ve got people
in the room who you can kinda deal, handle any
objections in the room. So if they’re, if they’ve
got any questions about your, your programme, your
products, your services, events are a fantastic way of kind of being able to overcome and
answer all of those questions, and build trust, and sort of grow your business exponentially, rather than kinda doing
the hope marketing of, “Hey, here’s my pdf download, like, “chuck your email address
in here and I’ll throw “a load of stuff at you.” So this video is designed
to be, like it’s, I’ve designed it so it’s gonna add a huge amount of value. There will be things in here which may, they’ve worked for my business, but may not work for your business. Therefore, so, don’t worry about if there’s something you don’t understand, don’t worry about it, you can always fire me a question, I’m happy to help. What I would love, I have a, a coaching programme
called Fearless Business, so, which many of you watching this
will already know about, but if you want to know
more, then please do ask. I won’t go into too much tactical detail, like, if you’re asking questions, it’ll be like, “Well, you gotta come “and join the club,
really, like pay-to-play.” But in the meantime, so, hopefully you’ll get enough value out of this video so you can actually
kinda get started, so, this video [chuckles] the thing is called Event Like a Pro, so basically, the five things
which I’m gonna go through. I’m not gonna spend masses of time on the Event side of things, so, Facebook ad stuff will be about a third of the way into this video, but, it’s useful to know how I use the Events, and why I’m doing the
Facebook ads the way I am. So, five things we’re gonna go through, so, we’re gonna go through
the event planning process, like what information
do you need to actually, to gather, to pull together,
to create an event, and actually it’s not very much. I’m gonna go through the
practical stuff around kinda booking the venue and
sort of the dos and don’ts. I’m gonna, I’ll be going through how to set up EventBrite,
create the Facebook Link, and then, to start the
marketing and promotion process. This also assumes, like
me, that you’ve run a few events in the past, so you’ve got some people in your
EventBrite platform already. If you haven’t, don’t
worry about that too much. It’s a good opportunity to
start building that list up. I’m a big fan of using third party apps, so that’s why things like,
you know, EventBrite, is a great, sort of, event marketplace. And they’ve got some
fantastic sort of third party integrations in there,
and some things like Facebook, and MailChimp, and, and whatnot, so, let’s use those tools. They’ve built them, so let’s use them. There’s no point in trying
to rewrite the wheel. Then I’m gonna move into,
I will probably actually, for the sake of this one,
skip the presentation, cause it’ll take too long for
me to walk you through my presentation process. If you want to know more about that, like, ping me a message, we
can set up a consultation to discuss, or a coaching session to discuss specifically that. And then the real guts of it will be the Facebook ads side of things. And that’s where I think most
of you will be interested. So, if you’re interested in Facebook ads, it’s worthwhile watching the events side of things, even if you’re not gonna do that, just so you can see how the
two things link together. But this, the Facebook ads
side of things will be, like I said, I’m not a Facebook ad expert, but this will help you to stop basically burning money
by doing things like boosting posts and doing
Facebook ads, and going, “Ohh, I’ve done Facebook ads,
and it doesn’t work for me.” Well, I’m gonna cut through
a lot of that kind of, sort of bullshit for you. And hopefully clear up some
of the things around kind of how you target your ads and reduce your ad spend down. Cool, hope that sounds good. So let’s crack on. So, first thing. Planning your event. So, first of all, the
title, it needs to be brave. So, my strap line for my events is Double Your Turnover in Six Months. This is there’s a, a very well-known saying about sell people what they
need, not what they want. But actually the reality is that there are three core
pillars in any business. They are delivery, marketing, and sales. And, what you need to do is, be a bit like a newspaper with a
sensationalist headline and market to what people want, and then when they’re in the room, sell them what they need. So that’s why with, you’re not, you’re not lying, here, it’s not like I can’t double people’s
turnover in six months. In fact, I have done, I’ve doubled, in the last year alone, probably about 30 businesses’ turnover in the, within six months. In the time I’ve worked with them, through my coaching programme. So, it’s not, it’s not lying, but it’s, I wanna put a sensationalist
headline out there to grab people’s attention. Because how many business owners out there wouldn’t want to double their turnover in six months, let’s be fair, small, medium, or large,
it doesn’t matter. The next thing is, then,
to work out who your event is for. So we’re talking about kinda
target market here, so, in respect to the target market, you know, who is, who is
your perfect customer? And for me, it’s small
businesses who attend events. Cause I know that they’re more than likely gonna convert, and book
on to come onto my event. Now, the reality is, I
know that if I want to get 100 people into a room, an event, listening to me, there probably there only
10 or 20 people in that room who will be interested in
buying my goods or services. Products. But that’s not a problem. The other 80 people are there to kind of create a buzz, I know that the value which I delivered during
my events helps them, so, so that’s cool, but, so I want, basically business owners
who, whose businesses have kind of plateaued, and they just wanna take it up to that next level of growth. Maybe they’re having a few issues around confidence and things like that. So, so you’ve gotta be really kind of, I know that’s not terribly specific, so we can draw down a bit further. So, I work predominantly with
service-based businesses, accountants, lawyers, coaches, and consultants, and agencies, I used to
run an agency for 12 years. So, you can be much more specific in your targeting, if you want to. But you’ve gotta have, you gotta have a reasonably clear idea about
who your event is for. Next up is the format, so, there’s kind of several
different formats, and I’m, I haven’t played much with webinars. For me, two-hour seminars
work really well. Next thing for me is to move up to paid workshops. If I put on a free seminar, typically, I can fill, if I market
it four weeks in advance, and that’s part of the planning, then I can fill the room with at least 40, 50-plus people. Last one I did I sat, I
had 97 tickets booked, and 60 people arrived at the
event, which is fantastic. Sold in the room, which is even better. So, and that’s the idea with this seminar, it’s just about kind of building trust, and then having a, a good offer. Obviously not gonna talk
about the presentation, but having a really substantial
offer at the end of it to give to people. So that they kind of start on their, their journey of working with you. The seminar format is, it’s like a lead magnet, basically. It’s a two hour opportunity to build trust with a group of people in the room and have a bit of fun
whilst you’re doing it. I absolutely love talking
in front of audiences, so it kind of makes
sense to me to do that. The workshop format is much longer, so you might be talking
about a two-hour seminar versus a, a half-day or full-day workshop. Workshops typically tend
to be paid because they’re, the cost tends to, then, become sort of exponential in terms, like, laying on lunch, coffees all day, booking a room all day,
and things like that. And other resources, which
you gotta put into it. So, there are costs. The difference, though, between free and paid for, is really quite
important, though, because free, you’re, you’re
removing all of the barriers to entry for people booking it. So, the idea is you wanna get bookings, it’s not about, kinda, how
much you’re gonna sell. Even if you charged a
pound for a workshop, you’ve still got to overcome that attrition of people having to part with their hard-earned cash. Even if it’s just a pound. People still have to make
this buying decision up here, so, think very carefully about whether you’re gonna do a free event or a paid event. And then, finally, the webinar. The webinar’s the best one, cause you can do it for free, you can do it out of your
back room, your office, doesn’t matter, in a cafe, or anything like that, you can pre-record them, you can do loads of fun stuff with webinars. I haven’t yet gone down the webinar route, although, ironically, now I’m thinking I can actually, potentially, use this recording as an evergreen webinar. Hey, I’ve just created
a new product, awesome. So, but webinars are great because, again, you’ve got the opportunity to get multiple people in a room, you can handle any objections at that point, answer any questions,
create a bit of a buzz in chat, and things like that, give away offers, or paid-for offers. So the, the next thing, then, comes down to what the, the person is gonna get out of it. So, for me, I, I’m very
clear about, kind of, what the outcomes are gonna be. So I give, I give three of my, of my best tools from my coaching toolkit. Not my best ones, they’re all good. But I give, I give away three of my, my best tools during the seminar cause I know that they’re
the ones that may create a really great impact on the individual from the mindset perspective, so, it’s about kind of activating people’s brains, opening their minds up a little bit and changing
their perceptions of their own business, so, that’s kind of what I want my visitors to, my guests, my events, to
get out of that event. And you’ve gotta be really specific. I know a lot of people are kind of, like, there’s a big hoo-ha
about GDPR at the moment, if you’re based in the UK. And there are various people who have nothing to do with GDPR
putting on GDPR-based events. And you’re kind of like, well actually, there’s an incongruence there between what you actually do
and what you’re gonna, gonna be delivering during the, the event. So, I think you’ve gotta
be really clear about what the guest is gonna
get out of that event, and don’t confuse them. It’s gotta work within
your product ecosystem. That’s something, if you wanna drill down, like, and know a bit
more about that, then, lean into the business start
up group, Facebook group, or drop me a message, and
we’ll have a chat about it. The final thing that is about, in terms of, like, planning the event, is, so, a step four is, what’s in it for you? What’s in it for them? Step five is, then, what’s in it for me? So, I’m putting on the event, so I wanna get something out of it. Now, I’ve put on my first event, cost me somewhere in the region about
15 hundred pounds to put on. By the time I kinda nailed Facebook ads, and got the event structure
format sorted out, and got the offer sorted out in the room, the cost for that event, my last event,
was just over 400 pounds, including that, so, probably
even less than 400 pounds. Now, I knew, when I, I know when I put an event offer out, how much each one of those
offers is gonna be worth, so, at the last event, I wanted to sell a
12-month package to the, the Fearless Coaching programme, the group crate programme,
plus a few extra gifts. I also give away a copy of
my book during the event, as well, so that kinda gets
bundled up in the cost, I guess, that probably puts
the cost up a little bit. You don’t have to do that,
but you can, if you want to. And also I kind of incentivize people to show up to the event, because
then I’ll do things like potentially give them access
to my eLearning programmes. You could sell an eLearning
programme in the room, I’ve done that quite successfully. At an event last year, I sold 10 eLearning programmes in the
room, at 95 pounds each, which kinda pretty much paid
for that really expensive first event, which I put on. That was cool. But really, the Event Lifetime
Value for me is made up of sort of my various different
product offerings, so, the eLearning programme, my group coaching programme,
and then finding one-to-one. So, obviously, it’s the one-to-one clients who are, kind
of, they’re bringing the, the greatest amount of
return on investment for me. So, typically, if I fill
a room with 40 people, and this is where it’s important to start to get to grips with the numbers and your conversion rates. And the first event you’ll
be shooting in the dark, but just call it information gathering, call it whatever you like. [coughs] So my first event, I sat 76 people, I sold
10 eLearning programmes in room, which pretty
much covered the costs, and actually, off the back of that, I then got two one-to-one clients. One came on immediately, sort of in a month afterwards, and one came on, they said basically they
weren’t gonna be ready for about three or four months, and yet, they, true to their
word, they did sign up. Those one-to-one clients were worth about 5,000 pounds each, in terms of customer lifetime value. So, for the, for the sake of
a 15 hundred pound investment, which most of that I got
back, initially, in the room, actually, then I produced somewhere in the region
about eight to 10,000 pounds worth of Event Lifetime Value. So you got to be really clear
about what your products do, and deliver, and how much Event Lifetime Value you’re gonna create through
selling your products at the event, that’s the purpose
of putting on free events. Really important to know that. So the next thing, then, we drilled, just to kinda go into more
detail about the events, so, there we go, so Fearless Business, Double Your Turnover in Six Months. So, it’s kinda quite
sensationalist headline. There’s the, the, the other bubble, which you can see, here, is
around free versus paid for. So I did, I’ve, I always come back to
free for the two-hour seminars. It just seems to be the best format. It gets the best amount of engagement, people talk about it,
and they tag people in. Like, “This guy’s really
cool, he’s giving us “some stuff for free.” What you can do, is you
can do kind of upsells. So, you could have, like, a, I dunno, a VIP package where people get to spend 20 minutes with
you answering questions on a one-to-one basis, or, it could be that you have a, you could do upsells and a
few eLearning programmes, so, it’s either free,
or if you want, free and to attend the event, plus
eLearning programme, it’s like, nine quid, or 19 pounds, or 29 pounds, or something like that. So, make the event free, but you can have upsells in there, that’s quite important. Next up, kind of, here we go, so, this isn’t going into
the details about it, so, target market, service-based businesses. What are they looking to, what outcomes are we gonna create, so, Develop Fearless Goals, Turn
a Service into a Product, how The Internet has Broken Marketing, and the Three Common Pricing Mistakes that businesses like yours make. So, people come into
this, like, they’re not totally blind to what
it is that I’m offering. They know what they’re gonna get out of that two-hour seminar. Other things I also throw in is a half an hours worth of
networking at the start of it, so, even if they don’t like my presentation, well, they’ve had an opportunity to meet other business owners,
and talk to them about what they do, and stuff. And people love talking
to people, it’s fantastic. What is the result? As well, how people are going
to leave, leave the room. And I tend to, like,
with mine, I’m kind of, it’s a bit vague, but,
Fearless in Business, if you go to the event,
you’ll know what that means. Less stressed and laser focused, ready to kickstart your business. That’s based on feedback
that I’ve had from events. That’s how people, what people have said, when they leave events,
that’s how they feel. So I’ve just chucked that in there. And then, kind of, a
couple of calls to action. But First You Need To do, take part in Fearless Business event, come with an open mind,
maybe check out my book, maybe check out the Facebook group, so, kind of we’re just, again, pre, pre, we’re warming people up
before they attend the event. A few bonuses, so, if you do actually show up you’re gonna get a free copy of my book, well that’s worth at least 11.99. In fact, it’s actually priceless, cause my book, Take Your Shot,
is absolutely awesome. If you haven’t read the book, you should. And then, just, I know
these are Amazon reviews, but, again, a bit of
social proof to say that, “Hey, actually this guy’s pretty cool, “he wrote a book and, on
a four-hour plane journey “it totally changed my business.” Lots of familiar ideas in the story, but, compared it to the, a
book called The Goal by Eliyahu Goldratt, who’s an awesome author, and it’s a great book. So that was really cool. “Excellent book, some really key insights. “Easy to understand, highly recommend it.” Now, if people think that about the book, they’ll get a similar sort of effect cause how I, how I do my business, how I run my business, how I talk, how I dress, everything, there’s a consistent kind
of process, there, so, if people, like, get the reviews, if they get that far down the event thing before booking, they know kind of what
they’re in for, basically. That I’m an honest kinda guy. So, next up, how do we
calculate Event Lifetime Value? So, [coughs] excuse me. So, essentially, what you
wanna do is you wanna, work out how many free tickets are you gonna give away? So, it could be, like, 40. How many people do you expect to show up? Now, typically, because
I’ve run lots of events, I know it’s somewhere
between 45 and 55 percent. Last event, I got 60, 65 percent, which is pretty cool. Then you want to know what your conversion rate is gonna be. So, the conversion rate could be, like I said, if I had 76 people in the room, and 10 of them bought the eLearning programme, two bought the, the one-to-one coaching programme, so I can work out what
my conversion rate is depending on how many
people I get in the room. And then, finding what’s the offer. So, is it a breakthrough
session, a consultation, is it an eLearning programme,
is it a book, is it a, what is it, how much is it? If it’s a coaching programme, fantastic, cause then you’ll have, or an agency, you’ll have recurring revenue being generated. How long do clients
typically stay for you, stay with you for? So this is called, like,
the customer lifetime value, basically, so, if a client, a coaching client stays with you for six months,
they pay 500 pound a month, the customer lifetime value,
there, is 3,000 pounds. Just to give you an idea. So, then, you can, you
can, and you can watch this bit back, I’m just
gonna rattle through it. So then you, Event Lifetime Value is free tickets, times by your show up rate, times by your conversion rate, times by your average
customer lifetime value, which gives you your Event Lifetime Value. So, like, 100 free tickets, 50 percent show up rate, 10 percent conversion rate, and average customer lifetime
value of 500 pounds, leaves you with an Event Lifetime Value of two and a half thousand pounds. Now, if you know it’s gonna cost you more than two and a half
grand to put that event on, probably not worthwhile. Unless you’ve got a load of stuff going on in the back end. I’ll explain that,
something for another day. But if you know that it’s only gonna cost you a couple hundred quid, put that event on. With 200 pounds, up front, to get you two and a half grand
in the back end, cool. So, we know that we, this
event’s worthwhile putting on. So next up, booking the venue. Essentially, I’m just gonna read this out,
like, PowerPoint presentation, like, 101, just don’t do it. But I’m gonna read it out. So, find a good room,
light and airy, in a hotel, with good coffee, easy access, and lunch, potentially, if you’re
doing a day-long workshop. A lot of my events, so, the free seminars, especially, I’ll go theatre style,
and the reason for that, so, theatre style is when all
of the seats are lined up, you can then also have, like, oh, what do they call it? Where you have the round tables, like, a bit more like
glitzy kind of event. You might choose that for a workshop. There’s a specific name for it, it has totally gone out of my brain, anyway. So there’s lots of different
seating arrangements, but I go theatre style, cause you can get more people in there. Don’t need the bells and whistles. If you’re doing something more creative then maybe you do want,
like, the bigger tables and so people can get
spread out, there’s… I’ll come back, I’ll probably
think of it at some point. I always provide coffee for guests, cause it’s a nice thing to do. Basically, don’t expect them always to pay for drinks and things like that. We wanna give them a pleasant experience, push ’em into a nice emotional state so that they think we’re a great guy, and this isn’t about manipulating people, this is just, like, being
a decent human being, like, give them good coffee. You know, have, it’s
not expensive, either, it’s, like, normally a
couple of quid a cup if you, if you book a nice hotel. And then, also, when
you’re booking a hotel, so this is, like, quite a key tip here. If you think you’re gonna get 40, the hotel will charge you upfront for 40, and you don’t get any
money back from that. So what I tend to do is I’ll underquote the number of attendees when
I book a hotel, for example. So, if I’m hoping to get
50 people into a room I’ll tell ’em, well, I want the bigger, I want to make sure that,
if I need the bigger room, I can have the bigger room, but I’m only expecting 30 people. Remember, as well, that, in terms of, like, the number of people who show up to a free event, you will get a 45 to 55
percent turnout rate, i.e., 45 to 55 percent
of people won’t show up. So you always want to overbook your event. I didn’t make that clear
enough in the last slide, so, always, always overbook a free event, but underquote the amount
of people you’re expecting to the hotel, because, then, the amount of money which you pay up front is cheaper. Now, the good thing is that if you do end up with more people
than you’d anticipated, yes, it’s gonna cost
you a little bit more, but you end up with more
people you anticipated. Which is great. But, like I said, if
you, if you overquote it, the hotel won’t give you a refund on that. You can’t renegotiate it. Some might, but, I, from my experience, not many have. So then we move on to the
Marketing and Promotional side of things, so, you’ve obviously, so, you
know about EventBrite, so, we add the event on
EventBrite, and then, basically, we’re gonna use
the EventBrite platform to, as a first stage of
marketing at your event. So, in this instance, you’ve
got two options down here, which are both add to Facebook,
and email invitations. Which you can see is
highlighted down in here. What happens, basically, is, you need to make sure
you’ve got a Facebook page in order to, to add this to Facebook. So, you’ll create something called a… You just follow the
wizard, click on the link, follow the wizard, it’ll, it’ll punch the event through onto your Facebook page as an event. Now, the beauty of doing that is there’s an option in Facebook, in fact, have I got a slide? Yeah, I, there’s a slide a bit further back, so
let me just back up a bit. So, the, one of the benefits of it is, basically, it’ll allow people to then book your EventBrite event
directly from Facebook. Which, if you just add
the event into Facebook, you can’t necessarily do that. You have to put an event URL in there and it won’t have that link in it. So this is really important. And you’ll get this Facebook event link, which is, which is cool. So, you know, then, that it’s linked up. So the other thing,
which I also then do, is email invitations, now, I’ve, I’ve run, like, about 20 or so events, not just for Fearless, but also for a local networking group I run. So I market to both of those. And, basically, that I use
this Create Invitation option that EventBrite produces, so, if you’ve already run events, or you’ve got a marketing list, you can invite people via,
straight into EventBrite. Again, they’ve got templates in there, they don’t look pretty, but
they’ve got templates in there. You can fire it out to your list, and then there’ll be buttons in there that’ll take them straight back to
EventBrite so they can book. So it’s basically making
this as easy as possible for the guests that you’re inviting. So, we create the invitation, there’s an option here to add guests, and then we’ll come onto
schedule in a second. So, when you click on the add guest button you get this, so it shows all of your previous events that you’ve run. And you can actually just select, I could go through here and select Fearless events, or my
StroudNet networking events, whatever it is. And then click add. And then, basically,
it’ll create a list of, a list of people who
it’s gonna send it to. And then the other thing
I’ve highlight down here is scheduling. Now if you’re occasionally like me, kind of a bit of a workhorse, and you’re creating event, like, I dunno, nine o’clock at night, well, actually, the reality is that probably most of
your audience might not be in the market for booking an event at nine o’clock at the night. Having said that, I, I,
listed an event last night at about midnight, and somebody booked at five past midnight, so, hey. There are some night owls out there, but what we wanna do is try
and push this event out, this invitation out, when
most people are gonna be available to it, so,
I always tend to do it the next day, at about seven
o’clock in the morning, so that when people are starting to fire up their phones, laptops, PCs, and things like that, my invitation is at
the top of their inbox. So it’s the, one of the most recent emails which they received. And then we hit send now. So I’ve gone through
this, Add Your Guests. Now, in Facebook, a good friend of mine, Nick Byrne, he says this boost button is like the gateway drug for Facebook ads. So do not use boost. Because you will just end up burning cash. The audience won’t be as targeted, it’ll, you’re allowing Facebook
to do a lot of the work, and actually, Facebook is an algorithm. It may not have all of the information, so what we wanna do, and what I’m gonna show you later on with Facebook ads, is how to market your
event property, properly, using Facebook ads. Not the boost button. So, I dunno if I made that clear, but, do not, in fact, under
any circumstances, ever, boost a post. You’re better off, like, trying to get to grips with Facebook ads and understanding the
value that it can deliver. Also, you’ve got the option, you see, there’s a few of my friendly faces. I probably should have
blurred some of these out. But you’ve got the option, once the event is on Facebook, of inviting friends. So, if you know that there are people in the local area who’ve
gone to other events, and things like that, well
you can invite them all to come along to your
event, which is pretty cool. Oh, and so, the other reason
why I’ve got this in here is, so now, once you’ve promoted that event, push the event from
EventBrite to Facebook, that will just appear on your page. But what you could also
do is, if you’re a member of other groups, and they
allow you to do it in there, their, their description and their terms, you can just go through
and add your events to a number of other
websites, Facebook groups that are available out there. So, rather than just
appearing in one place, actually, the event appears in, you know, half a dozen other groups, which you’re a member of,
that you’ve engaged within, if they let you do that. And, again, that’s just
a, a way of reaching out to different audiences, basically, who may have heard about you, but may miss your, if they’re not a member, if they don’t like your Facebook page, they’ll miss that event. Cool. So, I’m not gonna go, like I said, I’m not gonna go into detail
on the presentation cause I feel that that’s something for, if you wanna know more about that, you come and speak to me directly. There’s no magic or
anything like that in there, but there’s a specific
format, and it does take about 20 to, 20 minutes to
half an hour to route, to, kind of talk through. I may eventually do another presentation about that
or talk about that later. But what I wanna do is kind of really get, get to grips with the Facebook ads, which is kind of the, and I’m gonna make a
note of that, that we’re 26 minutes, 42 in, cause, 26, 42, 26 minutes. So, Facebook ads are the things, really, which makes my event
successful at the moment. Now, if Zuck, Mark Zuckerberg goes and changes any of
the rules around events, or makes Facebook ads more expensive, then it’s just kind of
gonna screw up this, this strategy which I use at the moment, but, hey ho, whilst it’s rolling, and I reckon it’ll be fine
for the next year or two, at least, I’m just gonna roll with it too. So, right, what I’m
gonna cover during this Facebook ads section is around the budget that you’re
planning to market your event. So, versus your Event Lifetime Value. If you’re jumping in at this point, I’d suggest you go back and, and watch the slide about Event Lifetime Value, cause that’s quite important. All right, to go through the Ad Format. Again, I’m not a Facebook ad expert. I’m just telling you what I do, and it seems to work
and get people booked on for less than a pound per, per person sat, per
person booked, at the moment. So I’m just telling you what I know. There’ll be other, probably
Facebook ad experts out there maybe watching this who, maybe they’ll get
some tips out of it, maybe they’ll spot some stuff I’m missing. But I’m just, I’m not an expert. I’m just telling you what I know, so. And to go through what I do from an Ad Format perspective, title, descriptions, calls to
action, and stuff like that, and to talk to you a little bit around split testing and the
three different types of ads which I’ve tested. And which one I’ve really kind of honed in and settled on. And then, finally, I’m
gonna talk to you about kind of the actual Facebook ad structure from an audience
perspective, so looking at, lookalike audiences, custom audiences, and event audiences, and things like that. Hope that’s cool. So, kinda jumping about a little bit, but these are the three ads which I split tested, basically, so, let’s have a quick look. So, we’ll come back to budget, so, kind of just to give you an idea, so I tend to have a, use a basic image ad. This is actually kinda
the least popular one. I then have a video ad, that’s kind of the second most popular one. And then, this, what I call a disruptive ad. And actually, this has been the most popular one for me, so this is actually one of the diagrams, one of my tools I teach people about
Customer Lifetime Value. But, for some reason,
it makes people stop, and go back and have a look at the event, and then, during those few seconds, they then go, “Oh, this is cool. “It’s a free seminar in Cheltenham, so, “yeah, away we go.” So you can see from the, the structure of the ad, in terms of, like, so first and foremost, and again, I gotta give sort of a hat tip. There’s a guy called Jamie Forest. JP, I always get the name wrong. JPW Marketing. Jamie Forest is a Facebook ads expert and he kinda helps me out
with the ad structure. Started to introduce me to kind of audiences, and things like that. So, I owe him an awful lot, but, so, he’s the one who kinda taught me this sort of structure. So, basically, what we wanna do is have, like, something
really clear at the top of it. So, who we’re speaking to, business owners of Gloucestershire. So, it’s location-based,
it’s talking about a target market. And then “You’re invited,”
so, call to action, “You’re invited to a free seminar “at The Jury’s in Cheltenham
on Friday the 26th,” so it’s got all of the
basic details in there, and then if they click
More it’s gonna get them, give them a few more details about what this seminar is gonna
do for them, basically. So there’s, like, three bullets, and a couple of other details in there. And then we’ve got the image. Like I said, it says interested there, but actually, if you click into that ad, you then get the option to actually book a ticket directly from EventBrite,
which is pretty cool. So I’ve split tested, like,
numerous different ads. I mean, I’ve spent thousands
of pounds on Facebook ads, and finally settled on this kind of being the most popular, but, do always split test across
your different audience. It may be that this thumbnail wasn’t right for this video, or the video is too long, cause this particular video is about, sort of, two, two and a half minutes, so people maybe didn’t watch all of it. This is a bit kinda too salesy, and people will probably just
scroll past that, potentially. So I’ve found this disruptive type of ads, like, make it colourful, make it bright, make it, like, scribbles
and a bit of a mess. It seems to attract people’s attention. It works for me, like I said. So then we’re kinda
gonna go into the budget side of things, so. Now I, I actually set, for the last event, I actually only ended up
spending about 100 pounds to book 97 people onto the event. But, actually, I woulda been willing, cause I knew that, if I, if I got, if I filled the room up with
50 people, I’d have at least one, maybe two, ongoing coaching clients. I’d sell some people onto my
group coaching programme, so that would create a
customer lifetime value in its own right. And, actually, the venue
only cost me 250 quid, so I was willing to spend
300 pounds on Facebook ads. Now, one of the key things is, what we wanna do is run the ads right up to
the day before the event, cause people will still
book at the last minute. I did this suddenly
for my networking event and in January we had 17
people book on the day before. That’s 17 people out of 60 in total who attended the event. So, schedule it to, to start straight away, and end, literally, like,
the day before your event. And, like, the time looks
a bit random, but hey ho. So my event was on the 26th of Jan. And then run the ads all the time. Basically, you could schedule
it, if you wanted to, to run between, like,
the most popular times. You know, like, I know that my audiences tend to be online at lunch
time, on Facebook, and, sort of, late eve, later on in the evening, once the kids have kind
of gone to bed, so, sort of seven to, I dunno, 10 pm. So, you could, potentially,
run it on schedule. I’ve never split tested that. Hey, maybe that’s something I should do. But, I term lazy, so I just run the ads all the time, basically. So next up, we’re kinda getting into the, the real guts of, like, the,
the Facebook ads manager. And, like, the control panel. And there’s a few things
that you’ll see in here which will be familiar. So, the, the ad which
we’re doing is an event ad. And what, ideally, what we want to do, so this stuff on the right
is really, really important. We want this needle to be bolt upright. So that it says that
we’re not too specific, we’re not too broad, our audience is clearly defined. Now, the green band actually goes, like, you know, for a big, a big part of it. Also, what we don’t want,
is the potential reach to be absolutely massive. We don’t want it to be into, like, the hundreds to thousands. I mean, it depends on your event. I guess, if you’re, like,
Tony Robbins, or somebody, you probably want it to be going out to hundreds of thousands of people, and you’ve got the cash. But actually the reality is we want it to be very specific, so, I’m talking about kinda local event-based marketing here. Not, you could use this
tactic if you wanted to do bigger events,
and probably, actually, if I wanted to grow my Fearless events, I’d probably take them
to London, or Reading, or Birmingham, or a bigger city. You know, so, so that’s one way of doing it. Like, I’m not gonna draw people
into an event in Cheltenham. Like, let’s be fair, well I, I do, but not from outside of
Gloucestershire, probably. And then, the other thing is this estimated daily results. So, what I try and do is
I’ll, I’ll adjust my budget basically to make sure that the reach is somewhere approaching 1,000 people a day. Because then, when you start reaching 1,000 people a day, you get this, this second bar up here, which is for the estimated number of event responses. And so, if I’m getting six to 21 event responses a day, and reaching 1,000 people a day, that’s pretty cool. And, actually, so, what, what it’s, in terms like budget, that’s why it’s better off to start with a really high budget. Now, what Facebook is gonna
do is eke out that budget over the course of the lifetime. So, if you’re doing four-week campaign, it’ll eke out in 300 pounds
over the course of the event. So, but what we wanna do is, is maximise the amount of event responses as quickly as you possibly can. So, we may only be
willing to spend 300 quid. But, if you’re brave with your budget and sticking 300 quid, knowing that you’ll probably get everybody
booked on in that first week, and it’ll only cost you 100 quid, I mean, Facebook’s like,
“Woo hoo, this person’s, “like, gonna spend 300
quid,” so they’re like, “Yeah, let’s just throw
this out all over the place, “and we’ll get loads of engaged people, “and we’ll give it to the right people.” But actually, what you
do, is you spend 100 quid, get your 70, your 97 bookings, and switch it off. And you’ve only spent 100 quid. So, actually, being brave with this, this budget, and this scheduling, is, like, absolutely vital. And what, ideally, like I said, we wanna get to this point whereby we’ve got this, this
estimate to daily reach up over 1,000, and it,
and this event responses thing pops up, cause that’s just triggered something in Facebook’s algorithms say, “This guy’s promoting events “and he’s got budget for it.” So I’m, I’m not gonna go too much into creating custom audiences. There’ll be loads of sort of advice, and tips, and tricks, and stuff like that out there. How I do it is I create a, a basic custom audience of everybody who’s attended
my events in the past, and pump that into Facebook. At the moment it’s
about six or 700 people. And then I create a lookalike
audience based on that, of the close, and basically, lookalike, how lookalike audiences work, is they give you the closest one percent of people, and so, I’ve chosen, in terms
of my lookalike audience, people based in the UK. So, there’s 41 registered,
41 million registered Facebook users in the UK. So that, any lookalike
audience you, you create, the first one percent will always be, if it’s UK targeted, 410,000-odd people, and
that seems like a lot, and you’ll be like, “Oh, that’s too many! “That’s not, that’s not very targeted.” But, actually, what it’s done is out of the 41 million people
it, it’s got to pick from in the pool, it’s chosen 1,000 people who, the one percent of people who look the most like that initial list of people who’ve attended events. Does that, if that
makes any kind of sense. So, it should be the
414,000 people who are most closely associated to my target market. Next up, and this is one of
the biggest mistakes, actually. So, so first of all, when, when I, my first event I did,
where I was booking people for, like, seven to 10 pounds per seat, I didn’t have a lookalike
audience like this, I didn’t have a location, I wasn’t really aware of this sort of stuff going on over here, so, the moment I created my, a detailed lookalike audience based on people who’d attended my event, the event bookings for my Bristol event dropped down to about between, I noticed, about four pounds, ish, so, it halved, pretty much. The next thing is this
location thing, here. Now, most people will go, my event’s in Cheltenham, so I’ll do a 40 kilometre radius around Cheltenham. Now, again, that’s quite vague. So, there’s something
called polyagonal searches. This is probably the stuff that, like, Facebook ad gurus don’t want you to know cause they’re like, “This
is our secret sauce.” Like, why, this guy’s telling you, like, this is a secret
sauce I’m giving you, now. And it works for me. And, hey, by the way, like, when you’re first starting out with Facebook ads, like,
the money you spend isn’t wasted, it’s information gathering. Like, you will waste a lot
of money on Facebook ads before you get it right. I certainly have, so I’m trying to save you a few quid, here. So, GL12, is what we call a
polyagonal post code search. So, it’s not, basically, its a very specific, like, grid on a map of where that location sits. And what happens is,
we’re gonna target people who specifically live in that location, cause we know that they’re more likely to come into our event,
cause they live closer to it. So, if you want to know more about this, like, you’re gonna have to join the, I’m not gonna give you this list. You can go and find your
own post code lists, if you want to. But I’ve got some great text files available, if you’re a
Fearless Business member. And, to make that job
a lot easier for you. So I can give you these
polyagonal searches, but you’re gonna have to give me some juice, I’m afraid, cause, it took me a long time to get to, to work out where to grab
that information from. And, which I know is a bit tight of me. I suppose I could help you out, maybe you could just donate
some beer tokens, or something. But, like, this, when I started targeting specific polyagonal post codes like this, my cost per person sat, again,
dropped by more than half. So, it moved from about
three to four pounds down to about one to two pounds. Which was a massive difference, so, just with these two things, alone, I’ve moved from sort of
seven, eight, nine pounds per person booking, down to, like, a pound per person booking. It’s absolutely phenomenal when it works. And it doesn’t always work, it depends, like, there’s a lot of
other variables, like when you, when you launch your promotion, what other promotions are
going on, and things like that. If you, if you run two ads,
similar ads at the same time, effectively, they’re
competing against each other for this reach, this traffic, so it could potentially cost you more. So there’s a lot of variables which, which are kind of going on there. I, again, I kinda tend to use sort of fairly vague sort of demographics, like I want everybody to
come along from 24 to 65. Now, the last event which I did, again, probably the first 10
people that booked it where women, and then Facebook decided, well, then everybody who wants to go to this event are female, so, so I had to, I had, there was a, it started to slide
much more towards women, so I had to create another ad, switch off my women note, cause I wanted, I wanted to, I have, I’m not
focused specifically on women. But I wanted a mix of people
and genders in the room. A mix of demographics in the room. Because, again, it all adds to the event. I think it’d be a bit
weird if people turn out, I dunno whether it’d be weird. Maybe, I thought it was weird if, if everybody who turned
up to my event was female. I dunno. Language, makes sure you
put English UK in there if you’re in England, or
wherever you’re based, on target language. I haven’t filled in this details in the, in the screenshot, but, again, 21,000 people in Gloucestershire, that’s still quite vague. So I might wanna narrow that down, potentially, and start to put in, you know, business owners, entrepreneurs, whatever it might be. So, and you can also exclude people, so you might choose to exclude, I don’t know, taxi drivers,
for whatever reason. Maybe you’ve got something
against taxi drivers, so, if there are people you don’t want to. But there’s a, you don’t
see this box to start off with, you have to, there’s a little link which you have to click to exclude people. So, if you put business owners you’re gonna have to click another box and exclude taxi drivers. So, it’s just a way of narrowing down your audience, and making
sure you have the right people booking to turn up to your event. Cool, and then, so, edit placement, so, I’ve kinda played around with this. I kinda settled on a, I prefer to target mobile only, that’s, I get
better results through that. Occasionally I’ll test it if that, if that mobile only is not working, I might do automatic placements and let Facebook do its thing. It’s entirely up to you. You’ve also got the, there’s
various different things. I mean, I would look at what, just, look at Facebook’s help pages around kind of the different types of platforms. And what’s gonna work best for your event, and kind of, again, it would
depend on your audience, but for me, mobile only,
or automatic placement absolutely fine. Whether you push it across
to Instagram or not, it’s entirely up to you, if you’ve got Instagram following. Optimise for ad delivery. We want event responses. Bid amount, automatic, so
let Facebook do its work. If you do manual you will
end up paying too much. And then, charge, we want charges to be charged per impression, basically. So every time this goes
out to 1,000 people, we wanna be, we wanna be charged for it. Because if our ad structure is right, if our targeting is right, if our event is appealing,
and can produce value, we should get quite a
good conversion rate. Now, I haven’t actually looked in detail as to what my conversion rates are, actually, based upon my impression. Impression’s probably
something I should look at. But, again, you can find
that information in the, in the what you call it,
the, Facebook ads manager. I’m waning, so I’m gonna
try and wrap this up, see. So, here we go, so, a few stats, so, this is, again, show the difference
between split tests, so, event responses, so, again, by far, this was my, my most, this was getting the best results for the least, it, it
cost me a little bit more, but it was getting me
more people booking, so. And, you know, yes, these were cheaper, and I suppose I could have switched out from ramped up to spend on these. I did try that, and ultimately,
this ended up being, this ended up costing me more, because too many people were just scrolling past the image out in the video. So I settled upon the, it says headshot there, but it’s not, it’s the disruptive image, basically. And you can see here, you know, great relevancy score, lots of people taking action. We’re talking, like, 19 event bookings for 10 quid, at this point. I think, like I said, in the end, I booked 97 people for
just over 100 pounds. Like, which is, a pound a seat. I mean, that’s, that’s amazing. You know, so you’re gonna
get better results early on, and then, the ad will
keep on getting repeated to the same people after that. So, when this starts to kinda creep up, you probably wanna start to think about duplicating your ad and tweaking
a couple of things in it. Maybe change the ad copy,
or drop in another image, or something like that. Just so people get something different. Again, I’m lazy, I didn’t do
it for this campaign, but, if I was doing a bigger
campaign, perhaps I would. So, so that’s that, basically, so, if you’ve got any questions, like, jump onto the, either the business
startup group on Facebook, hit me up so you can just
search, like, on Twitter, for Robin Waite on Facebook, Instagram, I’m all over that. You can buy one of my
books, Take Your Shot, they’re both on, or
Online Business Startup, they’re both on Amazon. And if you wanna know more about Facebook ads side of things, then, like, get yourself booked in
for a consultation with me. The consultation won’t
focus on Facebook ads, by the way, I tend to look at a much more strategic
perspective of your business, and we will be talking
about whether coach, business coaching is something
for, something for you. But, hey, get in touch, if
you’ve got any questions, like, pop ’em into the, pop
’em into the feed below, and I will be sure to come back to you.

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