EXPERIMENT: Lesson Unlocked (19 Views)

Hey, welcome back to my experiment! I served you a Facebook ad because you have viewed 19 or more pages of my website during the past 180 days.

Today’s video lesson is embedded below…

I talked a little bit about how I’ve started to apply some of the things I’ve learned from this experiment in separate campaigns, and I wanted to give you an example of that.

I regularly run ads to promote blog posts, but I was hoping to isolate my most engaged audience to have a steady drip of blog posts pushed to them via ads. To do that, I would isolate my most engaged audience (about 5,000 people) and use, of course, Reach optimization with frequency capping.

So far, I have a campaign with about ten different ads in it to promote prior blog posts. Instead of targeting a single engaged audience, I decided to combine multiple that may add up to around 5,000 total people.

As you can see above, I decided to include people who bought from me, people who spent at least a minute on a blog post (5 times or more), people who scrolled at least 70% on a blog post (5 times or more), people who viewed five or more pages, people who were in the top 5% of most time on my website, and something different — my highly engaged email list.

I decided to isolate those who have clicked at least 10 links in my emails and have at least a 5% click rate. Something I’ve done in the past (and will try to do again) is create a dynamic tag of people who are clicking links in my email during the most recent 30 days. That could be helpful here, too.

I settled on using a frequency cap of 3 in 15 days.

There are several settings I could easily change, and this is one of them. I decided that this allows someone to see up to three ads in 15 days, but then it resets. This allows me to constantly add and remove ads to promote different blog posts.

I’m also targeting worldwide because I assume that with a small audience that I’ll still move into the more expensive countries.

Finally, I’m only targeting news feed. This is where I’m most uncertain as I worry that this combined with a small audience will result in a very high CPM.

So far, it’s not terrible. The CPM is about $11, and I’m getting clicks at about $.60. While that click cost isn’t terrific, my hope is that these will be high-quality clicks that result in quality visits and even purchases.

Time will tell.

If you want to get more tips served to you, you’ll need to first qualify! The next threshold to hit is viewing at least 20 pages of my website in 180 days.

View Prior Lessons

I have multiple engagement thresholds for viewing lessons in this experiment. If you were already ultra-active on my website, it’s possible you’ll skip a few of the initial lessons. As a result, I will link to all prior lessons at the bottom of each one.

Here you go: