The Secret Behind My 1,866,913 Monthly Search Visitors (It’s Not What You Think)


secret

How many visitors do you think NeilPatel.com generates each month?

Maybe a million… maybe 2 million?

I bet you’re going to guess 1,866,913.

If that’s what you guessed, you are wrong. This blog actually generated 2,530,346 visitors. 1,866,913 is the number that came from search engines.

google graph

So, what’s the secret to my ever-growing Google traffic?

Sure, I have optimized my on-page SEO, I’ve built links, written tons of blog post… I’ve done all of the stuff that most of my competition has done. But doing the same stuff as your competition isn’t enough.

My secret sauce is that I optimize for user signals.

Last week, I broke down some of the user signals Google looks at, as well as providing benchmarks to aim for if you don’t want to be penalized by Google.

If you aren’t familiar with user signals, check the article I linked to above.

So, how do you optimize for user signals?

Well, I know everyone has different types of websites, so I thought I would share the process I use to optimize NeilPatel.com.

Are you showing people what they want?

Google Analytics is an amazing tool. I’m so addicted to it that I log in at least 3 or 4 times a day. Heck, I even log in on weekends.

But here’s the thing, it only tells you half the story. It gives you numbers, but it doesn’t help you visualize what people are doing and what they aren’t.

For example, here is what my main blog page looked like according to Crazy Egg:

blog heatmap

What’s wrong with the image?

Everyone is going to the blog to learn more about marketing. Above the fold, I have a box that showcases an SEO Analyzer. But there is one big issue: it’s barely clicked compared to the drop-down that lets you filter the blog content.

The SEO Analyzer had 128 clicks versus 359 clicks to the content filtering option.

Because you didn’t care for it as much, I removed it from the main blog page. And now when you head to the blog page you can see the filtering options above the fold.

new blog

I am looking to see what you click on and what you don’t. Simple as that.

If I keep showing you something you aren’t clicking on, I am wasting the opportunity to present you with something you do want to see. Which means I either need to adjust it or delete it.

Now, let me show you my current homepage:

homepage

What’s wrong?

Go ahead, take a guess…

Well, looking at the image you’ll notice there are tons of hot spots in the footer. That’s where the navigation is. With there being all of the clicks on the navigation, I should consider adding a navigation menu bar in the header.

Are you getting the hang of how to make your website more user-friendly? Well, let’s try another one.

Here’s an element in the sidebar of my blog posts:

blog sidebar

That element only has 1 click. That’s terrible considering that the blog post generated 10,016 visits. And to top it off, that click came from a repeat visitor.

My goal is to convert more first-time visitors into leads, which makes up the majority of my visitors, but they are the lowest percentage of my leads.

new visitors

So, what did I do? I deleted that element and you no longer see it in my sidebar.

Are you optimizing for mobile?

Let’s face it, more people are visiting your site using mobile devices than laptops or traditional computers.

If that’s not the case, it is just a matter of time.

So, have you optimized your site for mobile? And no, I’m not just talking about having a responsive design because everyone is doing that these days.

mobile homepage

If you look at the image above, you’ll notice that I removed the image of myself and a few other elements. This helps make the loading experience faster and it helps focus people’s attention on the most important elements.

Similar to the desktop version, my mobile homepage has a 24% conversion rate. When my mobile version included a picture of me above the fold, my conversion rate dropped to 17%… hence there is no picture of me. 😉

Now, I want you to look at the mobile version of my main blog page and compare it to my homepage.

mobile blog page
Do you see an issue? The blog page generates a lot of clicks on the 3 bars at the top… that’s my navigation menu. My developer accidentally removed that from the mobile homepage, hence the contact button in the footer of the homepage gets too many clicks.

Hopefully, that gets fixed in the next day or two as that could be negatively impacting my mobile rankings.

On top of optimizing the mobile experience, you need to ensure your website loads fast. It doesn’t matter if people are using LTE or 4G, sometimes people have terrible reception. And when they do, your website will load slow.

By optimizing it for speed, you’ll reduce the number of people who just bounce away from your site.

If you want a faster load time, follow this.

And don’t just optimize your site for speed once and forget about it. As you make changes to your site, your pagespeed score will drop, which means you’ll have to continually do it.

For example, you’ll notice I have been making a lot of change to NeilPatel.com (at least that is what the heatmaps above show). As I am making those changes, sometimes it affects my pagespeed score negatively. That means I have to go back and optimize my load time again.

A second in load time delay on average will cost you 6.8% of your revenue.

Are you focusing on helping all of your users?

Not every person who visits your website is the same.

For example, a small percentage of the people who visit NeilPatel.com work at large corporations that are publicly traded and are worth billions of dollars.

And a much larger percentage of my visitors own small and medium-sized businesses. These people are trying to figure out how to grow their traffic and revenue without spending an arm and a leg.

And the largest percentage of my visitors don’t have a website and they are trying to figure out how to get started for free.

In a nutshell, I have three groups of people who visit my website. The first group tends to turn into consulting leads for my agency, but they make up the smallest portion of my traffic.

One could say that I should only focus on helping them and ignore everyone else. But I can’t do that for a few reasons…

  1. I started off with having practically no money and people helped me out when I couldn’t afford to pay them. I love paying it forward and helping people who can’t afford my services because I have been there, and I know what it’s like.
  2. If I only focused on the large companies, who would link to my website and promote my content? You can bet that Microsoft isn’t going to link to me on a regular basis. If you want to generate social shares and backlinks you have to focus on the masses.
  3. Little is the new big… if you can please the masses, they will make noise and the big players will eventually hear about you. So, don’t just treat people with deep pockets kindly, treat everyone the same and truly care about your visitors.

Once you figure out the types of people coming to your website (and if you are unsure just survey them), go above and beyond to help them out. Create different experiences for each group.

On NeilPatel.com, I’ve learned that people who work at large corporations are busy and they want to listen to marketing advice on the run. For that reason, I have the Marketing School podcast.

And a lot of beginners wanted me to break down my steps over video, so they can more easily replicate my tactics. For that reason, I create new videos 3 times per week giving marketing and business advice.

Many of you want to attend the conferences that I speak at, but can’t afford to buy a ticket. For those people, I create weekly webinars that are similar to the speeches I give at conferences.

And best of all, I know the majority of you find it hard to follow along with all of these tips as it can be overwhelming. So, I created Ubersuggest to help you out.

ubersuggest

In other words, I try to go above and beyond for all of my visitors.

Yes, it is a lot of work, but if you want to dominate an industry it won’t happen overnight. Expect to put in a lot of time and energy.

Are you taking feedback from people?

You are going to get feedback. Whether it is in the form of email or comments, people will give you feedback.

It’s up to you if you want to listen… but if a lot of people are telling you the same thing you should consider it.

For example, I get a ton of comments on YouTube from people asking me to create videos in Hindi.

hindi

And…

hindi

Now, I am not only working on adding Hindi subtitles to my videos, but I am also working on translating my blog content to Hindi.

hindi content

I’m not doing these to make more money… I’m not doing this to become popular… I’m just trying to do this to help out more people.

It’s the same reason why I have Spanish, Portuguese, and German versions of this website. I had enough requests where I pulled the trigger even though I am not focusing on generating income in those areas.

But here is the thing that most people don’t tell you about business. If you just focus on helping people and solving their problems, you’ll notice that your income will go up over time.

Businesses make money not because their goal is to make money… they make money because they are solving a problem and helping people out.

Another piece of feedback I have been getting recently is that my blog is too hard to read on mobile devices.

hard to read

For that reason, I’ve assigned a task to one of my developers to fix this.

trello

Conclusion

Traffic generation is a business. It’s not a hobby. It’s competitive, and it’s difficult to see short-term gains.

If you want to rank at the top of Google, you can’t treat your website as a hobby. You have to treat it like a business.

And similar to any business, you won’t succeed unless you pay attention to the needs of your customers. That means you have to listen to them. Figure out what they want and provide it.

That’s what Google is trying to do. They are trying to rank sites that people love at the top of their search engine. If you want to be one of those sites, then start paying attention to your visitors.

Show them what they want and go above and beyond so that they will fall in love with your website instead of your competition.

If you aren’t sure if you are making the right changes, monitor your brand queries. The more people that are searching for your brand terms on Google is a big leading indicator that people are happy with your website.

Just look at NeilPatel.com, I get over 40,000 visitors a month from people Googling variations of my name:

search console brand queries

And I generate over 70,000 visits a month just from people searching for my free tool, Ubersuggest.

ubersuggest

That’s how I’m continually able to make my traffic grow. Yes, I do pay attention to what Google loves, but more importantly, I pay attention to your needs and wants.

Are you going to start optimizing your website for user signals?

The post The Secret Behind My 1,866,913 Monthly Search Visitors (It’s Not What You Think) appeared first on Neil Patel.



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How to Increase Your Ecommerce Product Sales with Shoppable Posts on Instagram


How often do people visit your website?

To be a successful ecommerce shop, you need to rely on website traffic that leads to conversions. That said, the same people probably aren’t navigating to your website every day.

Even your most loyal customers don’t have a reason to visit your site on a daily basis.

You can’t blame them for this. How often do you buy something online?

According to a recent study about online shopping in the US, 40% of consumers buy products or services from the Internet multiple times per month, and 20% of consumers buy on a weekly basis.

While these numbers are encouraging, you can’t rely on your ecommerce website alone to generate sales based on those statistics.

You need to use other platforms to sell your products.

It makes sense to take advantage of networks consumers are using on a daily basis. You can increase your ecommerce revenue by leveraging social commerce.

Instagram has 500 million daily active users, and 80% of all Instagram accounts follow a business profile.

This is great news for you and for your ecommerce brand.

Your current and prospective customers are not only active on this platform but also willing to engage with your brand.

In fact, 60% of Instagram users find new products through this social platform, and 75% of users take an action after viewing a post.

This action could be visiting the brand’s website or making a purchase.

With all of this in mind, it’s clear your ecommerce company needs to use this platform to your advantage.

I’ll show you how to boost ecommerce sales with Instagram shoppable posts.

Make sure your business is eligible to use shoppable posts

Before you do anything, you want to make sure your shoppable posts are not violating any of the Instagram rules and regulations.

If you violate any policies, it could mean big trouble for your account. Your profile could be suspended or even terminated, which would obviously crush your Instagram marketing strategy.

Even if they aren’t always enforced, violations are more common than you might think. In fact, more than 90% of celebrity endorsements on social media violate FTC policies.

FTC

But we’ll discuss social influencers in greater detail later in this post.

The shoppable posts feature on Instagram is not available on every account. You need to meet certain requirements to be eligible.

For starters, you must be located in one of the following countries:

  • United States
  • Canada
  • Germany
  • Spain
  • France
  • Italy
  • Brazil
  • United Kingdom

An Instagram business account is also a requirement.

You can’t sell anything that violates the Facebook community standards, since Facebook owns Instagram.

This should go without saying, but you can’t sell anything illegal either. But that’s not the only restriction. Here is a list of products that are strictly prohibited from being sold through Instagram:

  • drugs (recreational or prescription)
  • alcohol
  • tobacco products or paraphernalia that’s related to tobacco use
  • weapons, explosives, or ammunition
  • animals
  • subscriptions, digital products, or digital content
  • supplements deemed to be unsafe
  • anything that infringes on a trademark or copyright
  • currency (real, virtual, or fake)
  • fuel
  • automobiles
  • dangerous machines
  • sexual or “adult” products
  • anything that promotes gambling
  • medical and healthcare products
  • anything that is offensive, misleading, or fraudulent

If you are not selling any of these products, you’re eligible for shoppable posts on Instagram.

Even if your ecommerce brand sells something prohibited on your website, you can still use shoppable posts for your other products that are allowed on this platform.

Once your eligibility is determined, you can proceed.

Set up a Facebook catalog

Using Facebook Business Manager, you’ll create a catalog of products to sell via Instagram.

This will be a file that shows all the items you want to sell.

Set this up using the Facebook page connected to your Instagram business profile. Navigate to the “catalogs” option from the menu.

catalogs

From here, you can control all the settings related to your products catalog. You’ll even be able to set up multiple new catalogs.

Those of you with employees or team members helping you with this process can grant access and assign roles to those people from here as well.

When you add products to your Facebook catalog, it will sync with Instagram and allow you to share shoppable posts.

You’ll be able to use this for posts on your Instagram profile as well as any advertisements you’re running on the platform.

Add filters to each product to help you manage them the same way you would on your ecommerce site.

These filters would include basic parameters such as:

  • price
  • gender
  • category
  • availability

While manually adding information about each product in your catalogs will work just fine, it’s not your only option.

Using BigCommerce and Shopify to create a catalog

If you are using BigCommerce or Shopify to sell your products, you can integrate those existing shops with your Instagram shoppable posts.

It won’t cost you any extra money to do this.

You can refer to this detailed guide for setting this up through BigCommerce.

This is a faster way to create your product catalogs instead of manually adding each product, assuming you’re already using one of these platforms.

Even if you haven’t been using these networks, you may want to consider using Shopify to help you sell more products.

shopify

Once your shop is set up, you can continue with the integration process through Facebook Business Manager.

Whether you’re using BigCommerce or Shopify, Instagram needs to review your account before you can proceed.

Once your business meets the eligibility requirements and gets approved, you’ll gain access to the shoppable posts feature on Instagram.

Tag your products

All you need to do now is upload photos to your Instagram business profile the same way you normally would.

Use professional photos of people wearing or using your products available in your catalog.

Before finalizing the upload, you’ll notice a difference in your posting options. You’ll now have access to a new feature that other accounts don’t have.

Just tag your products the same way you would tag a person in a picture:

tag products

Then search for the names of the products you want to tag. Again, this will look very similar to how you would search for a person’s Instagram name.

Look through your Facebook catalog connected to your Instagram account, which you previously set up.

Find the product or products in the image you’re uploading.

You can tag up to five products in one picture. If you’re uploading a carousel post containing multiple photos, you can tag up to 20 products per carousel.

Don’t overwhelm your followers.

I’d recommend keeping these shoppable posts as simple as possible.

It’s the paradox of choice. The more choices you give someone, the less likely they are to pick one. This will hurt your conversion rates.

Stick to tagging just one or two products in each post for now, and see how that works out for you. Then you can start experimenting with carousel photos and adding more shoppable products.

Know your audience

You need to make sure you’re promoting products on Instagram based on who follows your profile.

As part of your market research, you’ve previously been able to identify your target market. In a perfect world, your Instagram followers will mirror your target audience.

However, this may not always be the case.

For example, let’s say you sell clothing for both men and women on your ecommerce website. That doesn’t mean your shoppable posts should be 50/50 for each gender.

If 80% of your followers are female, you’ll want to post products that appeal to that audience instead.

Keep a close eye on your Instagram analytics so you know who is following your account.

gender

This is another feature only available to Instagram business accounts.

It’s important for you to take advantage of as many tools as possible to maximize the efficiency of your shoppable posts.

Promoting products that don’t appeal to your followers won’t generate sales.

Tag your location

In addition to tagging your products for your shoppable posts, you should also tag your location.

Well, you don’t have to tag your actual location. You just need to tag a location related to what you’re selling and your target audience.

This is a bit of a loophole you can take advantage of.

For example, let’s say you’re trying to sell new swimwear products on Instagram. But your company headquarters are based in North Dakota, a landlocked state.

It probably doesn’t make sense to tag that location if you’re trying to appeal to consumers who spend lots of time at the beach.

But you can tag Miami, FL or San Diego, CA, where a beach season is all year long.

Again, you’ll want to refer to your Instagram analytics to help you with a location tag as well. Tag a location that speaks to your followers based on where they are located.

Here’s an example of this strategy put to use by Western Rise:

western rise

They’re selling a button down shirt for men.

As you can see from the tag, they set Brooklyn, New York as the location.

Anyone who clicks on this location tag will see this post as one of the most recent images. This strategy adds exposure to your brand so your shoppable posts can reach users who don’t follow your profile.

Use influencers to create social proof

Let’s continue talking about maximizing the reach of your posts.

Your current followers may already be existing customers. But how can you use your shoppable posts to reach consumers who haven’t bought anything from your brand before?

You need to learn how to use social influencers to increase your product credibility.

Let’s look at an example. Take a look at this Instagram shoppable post from Herschel:

herschel

It used social influencer Michele Dee as the model in the photo. Michelle has over 31,000 followers on Instagram.

If she supports the brand, it shows people it’s legitimate.

It’s worth noting you can’t tag a person in your shoppable posts containing a product. However, you can tag their name in the caption, like Hershel did in the example above.

Run a promotion

As I said before, you need to get these shoppable posts in front of as many eyes as possible.

Get creative if you want to gain an advantage over your competitors who are also using Instagram to sell their products.

You should consider running a profitable giveaway to build hype for the items you’re selling.

Here’s an example of how Lems Shoes used this strategy in a recent promotion.

The brand partnered with the Adventure Enthusiasts Instagram page, which relates to my previous point about using influencers to create social proof.

adventure

This account has more than 186k followers. Anything posted on its profile will be seen by a huge audience.

Lems Shoes is giving away a pair of its hiking boots, which is obviously a product that speaks to the people who follow Adventure Enthusiasts. Right away, this promotion is on the right track.

But you can’t run shoppable posts from someone else’s account. That’s no problem.

Lems Shoes used this other account to build hype while using its own profile to sell the product:

lems

By partnering with another account and running a giveaway, the brand encouraged people to view its profile.

Once they get there, they’ll see the shoppable post.

Obviously, not everyone will win the giveaway. But the hope here is the users will still be interested to buy after seeing the promotion.

Conclusion

Your ecommerce website may be successful, but consumers aren’t visiting your site as often as they are using social media.

That’s why you need to sell your products on Instagram.

Just make sure all your product information is accurate. The prices and descriptions should be the same as on your website.

Monitor each post’s metrics to see whether your shoppable campaigns are successful.

Before you start with Instagram shoppable posts, you need to verify your account is eligible for this feature.

Then set up your product catalogs through Facebook Business Manager. You can sync these catalogs with your BigCommerce or Shopify accounts to speed up the process.

Review your Instagram analytics to make sure your shoppable posts target your followers. Add a location tag based on this information as well.

Leverage your relationships with social influencers to increase the credibility of your products. Run promotions as a creative way to drive conversions.

If you follow the tips I’ve outlined in this guide, you’ll be able to use shoppable posts on Instagram to increase ecommerce product sales.

How is your brand leveraging Instagram to drive sales?





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How to Impress and Score Your Next Freelance Writing Client


I have an affinity for service businesses. I love when people: Recognize that they possess specific skills that can help…

The post How to Impress and Score Your Next Freelance Writing Client appeared first on Copyblogger.



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How to Use Lifetime Value to Create a Facebook Audience That Actually Converts


To survive and stay relevant in the modern era, your business needs to have an active presence on social media.

When it comes to social networks, Facebook is king. As of June 2018, the platform had more than 1.47 billion daily active users and 2.23 billion monthly active users.

Over 60 million businesses have Facebook profiles.

Those companies are doing much more than just posting content to their timelines. The vast majority of these businesses are paying for ads.

In fact, 93% of marketers take advantage of Facebook advertising on a regular basis.

If you’re active on Facebook but not running ads, you might fall behind the competition.

In a perfect world, you’d be converting your social media followers into customers. That’s the reason you’re in business, right?

But some of you may have struggled with this. If you ran Facebook ads in the past and didn’t get the results you were looking for, it could be the reason why you’ve been avoiding this marketing strategy.

Don’t worry, you’re not alone: 62% of small business owners feel their paid Facebook advertisements aren’t reaching their targets.

The success of your Facebook campaigns is completely dependent on how you set up your audiences.

If you don’t want to waste money on ads that don’t reach your target audience, you need start focusing on the customer lifetime value (CLV).

lifetime value over time

If you don’t know what this is or how to get started, I’ll help you out.

I’ve been in your shoes before and wasted valuable marketing dollars on ads that didn’t convert. But after taking advantage of customer lifetime value lists, I saw different results.

I’ll show you how to create Facebook audiences that convert by leveraging lifetime value.

Learn how to calculate your CLV

Before we go any further, it’s important for you to understand the basic concepts of customer lifetime value and why it matters for your Facebook ads.

What is lifetime value?

In short, it’s a number reflecting the amount of money a customer spends at your business before they leave it.

The longer a customer stays with your business over time, the more profitable they become for the business.

If you’re not using this metric to help you make decisions, it could be an extremely costly mistake. Let me give you an example.

Let’s say your business sells watches through your ecommerce platform at bargain prices. The average retail price of your products is $30.

To drive more traffic to your website and generate leads, you start running PPC campaigns through Google AdWords.

This seems like a good strategy since the average cost per click for the retail industry is only $1.35. That’s significantly lower than for other industries.

However, the average conversion rate for retail ads is an abysmal 3.86%.

At that rate, you would need roughly 25 clicks just to get one conversion. At $1.35 per click, this single transaction would cost you $33.75.

But the average price of a watch on your website is only $30.

This is not a profitable marketing strategy, right? The truth is, you don’t know the answer to this question unless you know your CLV metrics.

That’s why you need to calculate your customer lifetime value before you begin any marketing campaign.

calculate

Let’s continue using the same watches sale example.

If the average transaction is $30 and the customer buys four times per year for the next five years, you can expect to make $600 from that customer.

That’s nearly 18 times the amount of your initial acquisition cost.

When it comes to your marketing strategy, it’s important to use customer acquisition tactics that won’t break the bank and yield a high ROI.

Once you’re able to determine your CLV, it will be easier for you to launch new campaigns while having a better understanding of how those costs will pay off over time.

Plus, if you’re able to increase revenue without acquiring new customers, you can ultimately boost your customer lifetime value.

I know what some of you are thinking. Sure, this sounds great, but how is this relevant to Facebook advertising? Allow me to explain.

Create a custom Facebook audience with CLV/LTV

Now that you understand what a customer lifetime value is, why it’s important, and how to calculate it, it’s time to use this data to improve your Facebook ads. Facebook uses the abbreviation LTV to refer to lifetime value of a customer.

As I said earlier, if you ran Facebook ads in the past but weren’t satisfied with the results, it’s probably because you weren’t able to target the right audience. You won’t get conversions if the wrong people are exposed to your ads, even if the promotion is great.

I’ll show you how to generate leads with Facebook ads by targeting an audience that actually converts.

Here’s a simple step-by-step guide that explains how to set up these ads with your customer lifetime value calculations.

Step #1: Prepare your customer data

prepare data

Before you can set up your ads and do anything else, you need to prepare a spreadsheet with all your customer data.

This may be easier for some of you than others. If you’re well organized and have a way to export this data from your POS system to a spreadsheet, it shouldn’t be too much work.

However, if you don’t have a spreadsheet prepared yet, you can download a template directly from Facebook.

Take the spreadsheet template, and input your own customer information. This information will be used to help create your custom audience.

Basically, Facebook will take that data to match your customers and also find people similar to those customers.

Here are some examples of the information that will be included on the spreadsheet:

  • email
  • phone number
  • first name
  • last name
  • city
  • state
  • country
  • date of birth
  • age
  • zip code
  • gender

It even has columns for things such as mobile advertiser ID and Facebook app user ID, which you may or may not have.

It’s important that you pay close attention to the formatting required by Facebook for this spreadsheet.

For example, they want the column for the first names abbreviated as “fn” and the column for city abbreviated as “ct.”

The more details about your customers you can include in this spreadsheet, the more accurate your custom audiences will be.

Step #2: Add a column for lifetime value

ltv column

Next, you’ll add another column to this spreadsheet for your customer lifetime value data.

Make sure you use a broad range of numbers here. This will make your data more accurate as opposed to using your customers with the highest value.

Facebook will calculate the difference between a top customer and an average one.

Don’t use negative numbers to show customers with a poor value. Doing this will mess up the calculations.

If your business accepts multiple currencies, make sure it’s all converted to just one on this spreadsheet. Facebook won’t be able to make the conversion for you if your data includes more than one currency.

As you can see from the screenshot above, Facebook also doesn’t want you to use commas to separate values in the thousands.

You can use a decimal point to show a cents value, but otherwise, you can’t include any other punctuation or separators in your lifetime value column.

Step #3: Select “audiences” from your Facebook Ads Manager dashboard

audiences

Now that all your customer information and lifetime value data is organized and formatted, you can continue.

Navigate to the “audiences” menu from the Facebook Ads Manager dashboard.

Click on the “create audience” option as opposed to “create lookalike audience.”

Truthfully, either would work. But I think it’s better to set up a custom audience first before you start experimenting with lookalike audiences.

Step #4: Choose the “customer file” option from the list of audience types

customer file

As you can see from the menu above, there are several different ways for you to create a custom audience.

Each of these five options has a purpose, depending on your goals.

However, for our purposes here today, you’ll select “customer file” from the menu.

Step #5: Upload your lifetime value customer data

ltv customer data

Now you have to decide which type of customer file you’ll use to create a custom audience.

Those of you with a MailChimp account can directly import customer email addresses as a data source.

However, that data won’t be as detailed as the spreadsheet you created in previous steps.

That’s why you’ll select the “customer file with lifetime value (LTV)” option.

Simply upload the spreadsheet, and Facebook will use the data, including the customer lifetime values, to create a custom audience.

Step #6: Run an ad with your new custom audience

ad with custom audience

Once your custom audience has been uploaded, all you have to do is run a Facebook ad the same way you normally would.

But unlike in your previous campaigns when you manually choose an audience based on age, gender, language, and location, you’ve got another option this time.

Now, you’ll select the custom audience you created with the uploaded file.

This will ensure your ads will be shown to Facebook users who are relevant to your business and primed to convert.

Set your budget and schedule

As with any marketing campaign, you need to stay within a reasonable budget. This number will be different for everyone.

Just because your new ads target a more accurate audience doesn’t mean you should dump every last marketing dollar into this campaign.

Test the waters first to see how successful you are.

Facebook makes it easy for you to stay within your budget and schedule your ads accordingly.

budget

This feature will make sure you have weekly caps that won’t be exceeded.

I recommend starting with smaller amounts until you can be sure your ads are the most efficient for conversions. But we’ll talk more about this concept as we continue.

Choose your ad format

What type of ads are you going to run?

You’ve got lots of options to choose from. It all depends on what fits well with the promotion you’re running.

format

Truthfully, I don’t have a definitive answer for you here.

Some ad formats work better for certain brands compared to others. That’s why it’s in your best interest to keep your budget low when you’re first starting out.

I suggest running ads with multiple formats to see which ones have the highest conversion rates.

Now that you’re targeting a custom audience, these ads will already be better than the ones you ran in the past. But don’t stop there.

You still need to have great ads if you want your audience to convert.

Experiment with split tests to improve your efficiency as well.

For example, run two identical ads in the same format, changing only the CTA to see which one generates the most clicks.

Which ads had the most success? Make sure to use those ones moving forward when you’re ready to increase your budget.

Conclusion

Don’t be discouraged if your past Facebook ads were unsuccessful.

The ads you were running may not have been the problem. You were probably just not targeting the right audience.

One of the best ways to improve your audience is by integrating your customer lifetime value data. This is one of the most important pieces of information you need to use when it comes to running any type of marketing campaign.

Simply follow the step-by-step guide I’ve outlined above to create a custom audience with your customer lifetime values.

Once it’s uploaded to Facebook, you can continue running ads the same way you did in the past. Only this time, you’ll be much happier with the results.

How is your company creating custom audiences on Facebook to drive conversions?





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10 Meaningful Ways to Pursue the Success You Deserve as a Writer


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