Running ads on Facebook, the 3 layer vs 1 layer test

Transcript

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Electricians like us, who are properly trained and licensed, who are not willing to cheat and take shortcuts, and who are wanting to own a successful electrical business. How do we compete against the big guys who own the market share or the guys that charge peanuts for an electrical job? On top of that, we want to employ the best electrician solutions, so we can get off the tools and have plenty of time for other areas of life. That's the question. Join me and follow along as we search for the answers.

My name is James Rest and welcome to Marketing Secrets for Electricians. and I'm going to start building an audience, a client base that knows you in the Facebook realm. So first off, before we dive into what we're going to do in Facebook, before we even do that, I'm going to talk about the strategy. So the strategy going in, we're going to be doing is the first bunch of people are not going to know who we are. So they're going to see, I'm going to place an ad, they're going to see me and they're going to go, "Okay, there's somebody who is this person.

I don't know who they are." This is called a cold audience or cold traffic. They're the people that I don't know, that don't know me, I don't know them, they've never had anything to do with me. So we're going to be running some ads to them. Secondly, once they start seeing me, then we can retarget them and we can say, "Hey, this is now our warm audience." So these are people who have seen at least one ad, they know maybe who I am and we're going to run a few ads to them and then they're going to start knowing who this person called James Rest. And as they do, they become the warm audience.

The next layer under that is the hot audience. Now these are people who are ready to buy, have purchased, they're engaged with you, they trust you the most and these are the ones that are most likely going to buy. So we're going to be focusing on, well, first we're going to be testing. So there's a bunch of different strategies you can use on Facebook and we're going to be testing first off the Connect I/O strategy, which is basically we're going to create, we're going to split test. So we're going to, with Facebook, you can have different audiences.

So you can have people who like football, people who like cricket, people who like shopping, people who have kids, whatever these audiences are, you can layer them up so it can have people who are married, have kids and like football. I can target them as an audience and target them like, so I could have three layers. So one, two, three, so they all have to have these three interests in order for my ad to show to them. The next, the other side of it is I could have all those three things so they could have kids, marriage and football all in one side of, so they could have any one of those three. So the difference is a three layer, we're going to be running ads and testing a three layer, which you are going to have, they have to have each thing, so let's have three audiences to be true in order for the ad to show.

And then we're going to be testing the same audience, but we're going to have, they can have one of the three things as true. Now we're going to do that in a much bigger scale as in I'm going to test 30. So we're going to have 30 audiences or 30 interests that we can target and we're going to have them all in a row. So we can have one of those 30 things or we're going to split test this. And this is one of the main things that a marketer does, they split test things.

So we don't really know what's going to work until we test it and confirm, Hey, this works, this didn't. So what am I going to do? I'm going to keep doing the thing that works. So right now, what I'm going to do, this is just giving you the overview of the strategy. If you go to marketing electricians and marketing secrets for electricians, we're going to, in the members area, I'm going to put a video up of setting up your Facebook in this manner, how we do it, what we do, and then we're going to test it and see actually which audience gets more interest and gets more, so gets more like opt-ins.

So with Facebook, you can run a conversion ad, which is basically Facebook is going to search and find people that are most likely to convert. So we're sending them to a, they're going to get a free electrician essentially, or a free, a free something, a competition. And we're sending, we're going to have an ad that goes to the free competition and Facebook is going to try and select the best person. Um, that's what the bot does here. So it's going to try because it's like conversion.

It's going to try and get the best person. And we're going to see what that cost of conversion is. So I may spend 30 cents. I may spend $50. We don't know until we start testing it and seeing engaging what the interest is.

So the first step is we're going to create three layers, 10 layers. So three layers with 10. Or interests each. So it's going to be 10, 10, 10, and they must have one of those three things. And then the other split tests we're going to do, we're going to test them, um, all in one, so 30 in one layer.

And from there we're going to see, okay, what worked better. And then we could keep using that. So hopefully that helps. If you want to see how we're going to go about doing that, I'm going to have a video in the members area, go check it out. Other than that, I'll talk to you soon.

Have you ever wondered how that electrical contractor came to be so popular, have so many customers and what they did to get there and let's face it, a bit jealous that your business isn't quite there yet. Well, I'm doing a interview video series where we're interviewing these electrical contractors, getting the gems of knowledge and what they've learned over the course of time that they've run their business to get it to that point. We're not only going to cover how they got there, but what, what pitfalls they ran into along the way. So you don't have to go through them yourself and you can go straight to ideally having that success or implementing things straight away that lead to your business growing a lot faster than it otherwise would have. So if you're interested in getting and listening to this video series course, you can go to marketingsecretsforelectrician.com and I'll see you there.

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