The First $50 is the Hardest. A Word On Facebook Advertising.

The first $50 is the hardest.

I watched a great movie a few years ago, called the first $20 million is the hardest.
It focussed around some startups in a college environment – tasked with getting a computer built
for under $100 (I think)
the whole way it came together, was terrific. worth a watch. 

So – that has brought me to ‘The first $50 is the Hardest' theory on advertising. 
Let me explain.

I have been marketing online for a few years now,
and my stength has always been in developing good products, and solid JV and affiliate relationships

This continues to be my primary focus – (as they say… play to your strengths)

But lately, I have had a pause in the development of my software.
Bigger projects, that are taking longer to get to market…
has meant the ‘down time' in the middle is getting longer.

To fill the space, I have started experimenting with generating PAID traffic to my offers – with some really inteteresting things to come out of it.
I started, as most do… I guess.
Putting up some ads.
and hoping for a result.


Title: Project 365 – 8/5/2013 – 217/365
Owner: cathy.scola

I looked at a ton of courses, And bought quite a few
and… (again like most)
didn't action a lot of them. (read 99%)

I thought about engaging a direct coach in the area…
And while this would have achieved faster results, I am sure…
the cost would have been significant.

So, I took a look back at my history – and realised… the fastest way I learn
is by DOING.

So – those early ads….
Were they working.
Who knows?
did I make sales in that time. YES
were those sales as a direct result of the ads I was putting up?
Who knows?
Really… and honestly
that is what I was saying to myself.

I had NO way of knowing.

But… then I got smarter.
I started clicking in the facebook ads manager – and reading a little bit more….
and discovered conversion tracking.

My first instinct was to run and hide
because it looked complicated.

In actual fact – it isn't. it is DEAD simple.
But you need to know about me… that anything written in code… scares the hell out of me 🙂
(hence, run and hide 🙂 )

But – in actual fact, if you can copy and paste – you can work this system.
Here is how it works.
You set up a ‘conversion goal'
Meaning that, you give it a name.
Example: Someone buys it
Example: Lead Generated
Example: someone opted in
So, this step is LITERALLY… giving it a name 🙂

Then – facebook generates a code for you (Don't be scared)
all you need to do, is copy that code.
Select it and copy. DEAD simple.

And you PASTE that code, onto the page of your website, where someone
would land – if they had DONE what you wanted them to.
If the goal was a sale – the code would go onto the thankyou page
if the goal was an opt in lead – the code would go onto the page they see when they have completed the opt in.
that is it!
just put the code onto the page where the ‘GOAL' has been achieved.


Title: The U.P. stand-off
Owner: yooperann

Now – (again, don't get scared)
Every single web page in the world… has some common elements.
<head> is the ‘hidden part' of a webpage and tells computers how to display the information
<body> is the VISIBLE part of a web page and tells computers WHAT to display
IF you want to see it…
Just right click on this page and choose ‘view source'
And the actual CODE of the web page will appear
this stuff is ‘techie' but in no way scary.

Ok – next…
computers need to see a ‘start' to something and an ‘end'

So we talked about <head> and <body>
those things show the computers where the HEAD and BODY start
and a computer will also see the END of those same things, like this
</head> </body>

So the HEAD
of a website, is everything between the <head> and the </head>
the BODY of the website is everything between the <body> and the </body>
With me so far?

Ok. How is this relevant?
Well – that CODE that facebook gives you,
simply needs to be copied
RIGHT BEFORE the end head or </head> tag.

That is it.
just copy the code that facebook gives you.
paste it before the </head> tag
and you are all set.

now – if you are using wordpress and themes like Optimize press Or profit builder
there is a section dedicated to those tracking codes.
and you can just drop it in there.

If you are not using themes like that (but ARE using wordpress)
there are some great plugins
like this one:
that will give you the chance to do it.

If you are NOT using wordpress –
you can simply open up your webpage in NOTEPAD or any HTML editor
(or use the built in one via your website CPANEL)
and drop the code into the right spot – before the </head> tag.

Paste The Code Here

Paste The Code Here

If you are promoting to sites like TSpring – they will give you the tracking code spots as well.

So… Now, you can track CONVERSIONS
And see where the ads are working.
this is cruciual.

my learning curve didn't stop there.

RIGHT – Who is your target audience?
HINT – let facebook work it out for you!

And this is the beginning of my theory ‘The first $50 is the hardest'

The other AMAZING thing… that facebook does
is it allows you to track exactly WHO is visiting your site.

Perfect. (wait for the good part)
Now – again, the way to do this is, involves copy and pasting. (See! Kindergarten was useful!)

Inside of facebook ad manager, you have a choice in the menu called ‘Audiences'


You can go here – and click on ‘create audience'
give it a name
select ‘from website traffic'
and click save!

Now – select that audience you just created
and select ‘view pixel'
BOOM – there is the code, that again you need to copy and paste.

Why is this good?
from the very second you put this on your site…
Facebook starts tracking your site visitors.
Who are they, what age, what sex, what interests do they have.

Facebook has this massive database of everyone on their site
if someone visits your site, with that code installed
Facebook HAS all there data already.



imagine if you could track the first 100 or 200 people to visit your website
If you could KNOW
How old they were, their sex, their interests….
What groups they belonged to, what they liked and followed.

Would that be good?
YES – if you can take the next step.

And the next step is this.
Now – wouldn't you like to find MORE of those people,
who fit the same criteria?

This is where facebook is like a magician.

After you have had the tracking pixel on your site for a while (even just a few days)

you can then go back into facebook Ad Manager
go again to Audiences
and create a new audience
Choose this time a ‘look alike' audience.

look alike audience

It will say – from what source
and you select…
From the people who have already visited my site!
(choose your audience of your site from the list)

WOW!! –
Then you can select the COUNTRY of the lookalike you want to create
I suggest creating audiences from MORE THAN ONE country.
In English – United States, United Kingdom, Canada, Australia and New Zealand
are the biggest consumers.
So – Setup a LOOK ALIKE audience, based on your site visitors
for each of those countries.

Now – you can also choose how CLOSELY you want to match them.
1% matching means – that you will have LESS people in the list
But a closer match to your source target
10% matching means MORE people, but not so matched.

Let me be clear
CHOOSE LESS PEOPLE (only one or two percent)
and that makes sure they are CLOSER matched.
Meaning – you will spend less
and get WAY better results.

And that is IT
Facebook, will now create ‘Look alike' audiences for you
based on your visitors to the site.
Now – when you are setting up your ads,
you can choose your targeting to those look alike audiences
and KNOW
that your ads are being shown EXACTLY to the right demographics.

Want to get even tighter?
Choose to setup look alike audiences based only off the CONVERSIONS
that is even cooler.

here is why I say the first $50 is the hardest.



You setup your website,
Make sure the tracking is in place
and do your BEST to select good targeting when you do your ads.



You start getting some clicks
people start to visit the site
No matter if they BUY or OPT IN
you are tracking who they are.
WHO is interested.
WHAT type of people are they.

And from there –
You can build the LOOK ALIKE audiences (which constantly grow – the more people hit your site)
and know they are the RIGHT ONES you are looking for.

So – Spend the first $50
and get some people to your site!
then – you can let the look alike audiences be built from their profiles.
and start to really put your ads in front of only the people that are a good fit for your offer.

(Hit me up with a reply… and I will tell you how to then make sure you CONVERT those people for even cheaper)

I hope that helps.
it was an eye opener for me 🙂

Spend the money to get the initial few….
those will seed the GROWTH of the correct target market over time.



About The Author


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