How To Get People To Buy More From You Faster Using Meta Branding Ads.

"Dude, I see your ads everywhere. They are super helpful".

It's not uncommon for me to hear that on our sales calls.

Our clients get that too. All the time.

The minute we implement the strategy that I'm going to share with you, sales calls become easier, lead times shorten, life gets better in general.

I'm actually surprised how a lot more people are not doing something like this for their businesses/clients/offers.

Because it's dead simple, inexpensive to do and it can be running in the background while you spend most of your budget on direct response ads.

I learned this 5-6 years ago when I was working with Frank Kern. And we added our own twist to it. Boy it worked then and it works now.

Here it is:

This strategy relies heavily on Engagement ads on Meta.

You're going to grab 5-10 videos (anywhere between 2-5 minutes long) and you're going to run them to your ideal audience using an Engagement campaign.

Placements are important: Only select FB/IG Feeds, and Video Feeds. Get rid of the rest.

You don't have to spend much. Maybe $5-$10/day per video for 7 days or so.

(Since you're using an Engagement objective, your CPMs are super low compared to a Conversion campaign).

After 7 days, you're going to check your "Video Engagement" columns, and pick the 1-2 videos that got the best Cost Per 100% Video View.

So if you got a video that spent $50 and got 100 completed views, that's $0.50 per completed view.

Those are your "tip of the spear" videos, and you're going to show them to your best audiences from here on out.

Think Lookalikes, new interests, combinations of your best targeting. You can really go to town on targeting here (since you won't be penalized with super high CPMs).

Additionally, you'll create these custom audiences:

25% Video Viewers of your 5-10 videos over the past 180 days.
50% Video Viewers of your 5-10 videos over the past 180 days.
75% Video Viewers of your 5-10 videos over the past 180 days.
95% Video Viewers of your 5-10 videos over the past 180 days.
IG/FB Engagers over the past 180 days.
Website visitors over the past 180 days.
Email leads, subscribers, etc.

Then, you'll grab the 8 remaining videos and show them to these custom audiences.

(Exclude these audiences from your "Top Of Funnel" videos).

These audiences will grow and grow as you keep on running these campaigns. So you'll be building a nice warm audience on the platform.

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Now, let's talk about the videos themselves:

These are the elements that should be present in every video:

Get a really easy to remember domain that you can redirect to your main landing page.
This domain should be visible throughout the entire video.
Add captions to the video to increase consumption.
Mention the domain 2-3 times during the video.
Add the domain to the copy of the video, the caption and the CTA.
The videos should be HELPFUL (add a strategy, tell a story, add a couple tricks, etc).

This is the script that I like to use on the videos:

INTRODUCTION + CALL OUT
BENEFIT + CALL TO ACTION
STORY
CONTENT
BENEFIT + CALL TO ACTION
SIGN OFF

For example:

"Hey everyone, my name is ______ with XYZ COMPANY and we help [Insert ideal client] so that they can [Insert desired outcome]."

"So if you're a [insert ideal client] and you want to [insert desired outcome], to go [easy to remember domain]."

"The other day I was browsing through the internet, and it remind me of that time where I had to help a client do X without Y..." [Insert short story]

"So, if you think about it, here's what we've learned..." [Insert teaching moment, strategy, tip, etc]

"BTW, if you're a [insert ideal client] and you want to [insert desired outcome], to go [easy to remember domain]"

"I hope you've enjoyed this video, have a great day. Bye"

I like to record 5-10 variations of these videos, selfie style, and try them all.

Then I'll take them to Subly, add captions and my domain showing through the entire video.

Why 2-5 minutes long? Because you want to make sure people are consuming LONG videos (long for the platform).

I don't care for short reel-style videos at this point. I'm using these videos as a filter for people to be really interested in what we have to offer.

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We use 10% of our client's budget to run these campaigns and always have it running in the background.

Once you've built a nice custom audience, you can show them longer form videos (like webinars, livestreams, etc), send them to your website, etc.

This audience has now proven their engagement and interest in your offer by consuming a decent amount of your content.

And you'll get a lot of organic/direct traffic to that easy to remember domain too!

Let me know if you have any questions.

Happy to answer them.

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