The exact Facebook campaigns designed for Mirasee to generate 4,654 leads (and counting) and cut their Cost Per Lead in HALF… and how you can apply this same process to your business TODAY.
Click the play button on the video below now to watch this in-depth, behind-the-scenes case study.
The Seven Steps of 
The Million Dollar Media Buy
#1: Research
A.) Ad Account Audit
- What ads have been run in the past?
- How did they structure campaigns?
- What worked?
- What didn't work?
- What are their metrics? CTR, CPC, CPM
- Who clicked? Men or women? Age? Device? Platform?
B.) Market Research
- Be a detective
- What are competitors doing?
- What are they selling?
- Price points?
- How do their pages look?
- Traffic reports from Similar Web, Similar Sites, etc.
- Are they running ads? If so, what do they look like?
- What are their customers saying? What do they like and dislike about the brand?
- Know EVERYTHING about your competitors
- Buy their products, go through their funnels, book their free strategy sessions, etc.
C.) Customer Research
- Surveys to internal list or ads to surveys
- Phone interviews with prospects and existing clients
- Get people to describe their pain points and desires in their own words
- Look for trends
- Set up "power rankings" for the pains and desires
- Look for deep dark secrets
- What's the primal motivation behind what the person is saying?
#2: Metrics
A.) Establish Key Performance Indicators (KPIs)
- Eliminate all guess work from your funnel before you spend a single penny
- The more complex your funnel, the more metrics you will have to track
- Start as simple as possible
- Build a dynamic spreadsheet to measure the impact of various things on your bottom line
- Ad Level Metrics: Cost Per Unique Link Click, Cost Per 1,000 Impressions (CPM), Unique Link Click Through Rate
- Landing page metrics: Landing Page Conversion Rate (LPCR)
- Offer metrics: Sales Page Conversion Rate (SPCR), Cost Per Acquisition of a client or customer (CPA)
#3: Tracking and Reporting
A.) Install the Facebook Pixel the RIGHT way
- Install the base pixel code on every page of your funnel
- Install events and parameters unique to each page
- Set up custom audiences for inclusions/exclusions
- Set up custom conversions
B.) Install secondary tracking (i.e. Google Analytics)
- Make sure this is installed on every page
- Redundancy
- Don't trust Facebook's reporting
C.) Set up your Facebook Ads Dashboard
- Don't waste time looking up meaningless stats
- What to include in your dashboard
- How to set up your custom dashboard columns
D.) UTMs and link tracking
- Set up UTMs to measure the performance of each ad, landing page, etc.
- The specific you can get your reporting, the better
- Use affiliate links to track sales from Facebook
- Avoid dealing with Facebook's wonky attribution window
E.) External Reporting
- Facebook ads are just the tip of the iceberg
- Focus on their results in context
- Set up a spreadsheet that draws corollaries between your traffic and the rest of your business
- Makes it easy to identify the small hinges that can swing big doors
- Things that are working and can be scaled
- Things that aren't working and need to be changed
#4: Infrastructure
A.) Build the SIMPLEST Funnel Possible
- The more "stuff" you add to your funnel, the more work it is to get good data
- Most businesses don't drive enough traffic to run real tests, so they only focus on top of the funnel tests (i.e. CPC, LPCR, etc.)
- These tests may not be having the response to your business you think.
- Ex. You can raise LPCR or get a cheaper CPC, but end up with less sales and profits
- Cheaper doesn't mean better
B.) How to squeeze every possible conversion from your landing page.
- Keep it as simple as possible
- Pre-Headline
- Headline
- Simple Instructions
- CTA Action Button
- Once you have this version done, test adding in bullets about what to expect in the training/report/etc., testimonials, and your bio.
- Another possible test... long form landing page
#5: Copy and Creative
A.) The Perfect Facebook Ads Template
- The LLC Framework
- L: Lead
- attract the quick clickers
- L: Longer Copy
- C: Creative (videos and images)
B.) Picking the right images and video
- Studies from Facebook and other sources say that up to 80% of the impact your ad will have on a user is based on the image or video used
#6: Launching Your Ads
A.) The structure of a successful campaign
- Set up and turn on retargeting before you launch the ads to cold traffic
- Don't let anyone slip through the cracks
- One single variation of text
- Start with three images per ad set
- Run these three ads to different Ad Sets
- Leverage existing assets if you have them
- Lookalike Audiences are powerful
- If not, test one interest per ad set (if the interest is too small put a few together)
#7: Scaling Your Ads
A.) Getting the most out of your hard work.
- Finding a winning Facebook ad is a lot of work
- The simple version of your scaling strategy: kill off losers, give more to winners
- Scaling Method #1: boost budget by 15-20% on the winning ad sets once every 24 hours
- Scaling Method #2: clone the winning ad sets and start them at a higher budget
- Experiment with manual bidding
- Look at data from your ads
- What is the age and gender of the people interacting with your ads?
- Once you have data, look at your numbers
- Run the winning ad to the winning section of your audience
Ben Marcoux, founder of BMX Marketing, is a jazz saxophone player, online marketing expert, and media buyer, well versed in the traditions of old-school direct response marketing. As a media buyer, he has profitably managed over $4,000,000 of ad spend for his own businesses and clients, resulting in over 125,000 leads and tens of millions of dollars in sales across many niches. He specializes in making business owners big bucks by writing direct response sales copy, driving targeted traffic to simple, efficient sales funnels, and using data, analytics, and follow-up to optimize these funnels.
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Achievements
  • Keynote Speaker at Funnel Hacking Live, 2017
  • Forbes 40 Under 40 in Business & Marketing, 2017
  • Sold a company I ran for 3 years for $7m, 2016
  • Became Co-Founder of a SaaS Company, 2016
  • Joined Russell Brunson's Inner Circle, 2015
  • Selected for the ClickFunnel's Design-A-Thon, 2015