(pro tip: hold down CTRL when you click the links to have them open in a new tab while still staying on this screen)
Now we are going to dive into Hot Traffic Ad Campaigns. This is the shortest section of the three and the last part of our funnel. Here we are going to re-market through the funnel to turn one-time buyers into multi-buyers.
What’s the definition of Hot Traffic?
Mine is: “They know you, they like you and they have ‘shopped’ you before.”
If you’ve heard of the “Pareto Principle” you’ll be familiar with the 80/20 concept. Eighty percent of results will come from twenty percent of your actions. The principle applies to many things and here it applies to your customers. If you retarget throughout your funnel you’ll find that twenty percent of your customers or leads will account for eighty percent of your revenue.
This may be the shortest section in the series but it is, in my opinion, the most important.
One of the hardest things you’ll do is capture new customers for your business. One of the stupidest things many businesses do is they sell then abandon that customer in the pipeline, mark them as a conversion and move on to fresh leads.
That’s a mistake.
Many customers, once you’ve created authority and provided exceptional value, would be all too happy to purchase from you again.
Consider it for a moment…
You’ve done the hardest part. You’ve gotten them to (along with a few other things) take their credit card out of their pocket, put their info into your payment form and checkout.
Why would you not leverage this to provide more value, ascend the customer to a multi-buyer and create a scalable and repeatable process for increasing your customers lifetime value?
After considering you’re now faced with another question…
Will my business do the stupidest thing (not retarget throughout the funnel) after they’ve already done the hardest thing (capture and convert new leads into customers)?
When the it’s framed like that the answer is an obvious “no”, right? With that said…
Let’s get started with your Hot Traffic Ad campaign setup
Step 1: Navigate to your Customer Relationship Management (CRM) software and export a list of your buyers in a Comma-Separated Values (CSV) spreadsheet. All customer relationship management software has the option to export a list of your buyers
Step 2: Head over to your Facebook Ads Manager and navigate to “Audiences” like in the image below.
Step 3: Once you’ve navigated to the “Audience” section of your Facebook Ads dashboard click “Create Audience” and select “Custom Audience” (like in the Warm Traffic Campaign) See the image below for more details.
Step 4: Here’s what we’re going to do different than what we did in the Warm Traffic Campaign. We’re going to create a custom audience using the “Customer File” option. Here we’ll upload the comma-separated values (CSV) sheet to Facebook.
Here you will match the fields (First Name, Last Name, Email etc.) of your customer file. Facebook will then create a custom audience and match that data with those users on Facebook. This allows you to retarget and market to your known buyers on Facebook and gives you the opportunity to turn them into multi-buyers.
Bonus: Depending on your volume. You will be able to also create a lookalike audience of buyers. You won’t be targeting them for your multi-buyer campaign, because they are, after all, not yet buyers. However, they have a high likelihood of being buyers in the future based on the fact they are very similar to your known buyers. These would be great candidates for your Cold and Warm traffic campaigns and will have a higher probability of converting.
The Hot Traffic Offer
Our goal is to turn our hot traffic into repeat buyers. You’ve probably guessed that we’re going to be offering them additional products or services.
As an example, you sell a physical product. We’ll say it is XYZ Salad Dressing.
You know that the average person will consume the entire bottle within two and a half months. So, you could take your customer list (from Step 1), upload it to Facebook, and run an ad that says something like this…
“Did life get in the way? You forgot to re-order your XYZ Salad Dressing! Here’s 10% OFF your next bottle on us. Click Here.”
Or (still using salad dressing as an example)
“180 Times Better – Your favorite Salad Dressing just got even better! We’ve put together over 180 recipes you can make in less than 5 minutes. You’ve already got the secret ingredient, now it’s time to get the recipes! Claim your discounted Recipe eBook for $29.95 $9.95 – Limited Time Only”
You may be saying “Robert, hold up, I only have one product, what am I supposed to offer them”. If you’re wondering that very thing, my advice is to create another product. I’m positive that you and your team could at a minimum create an eBook and offer it for sale in less than a week.
Defining Success Metrics:
Cost Per Acquisition (CPA): They purchase something. (or cost per lead if you are sending hot traffic to a landing page as covered in the Warm Traffic Campaign guide)
- Ad Objective: Repeat Buyers
- Content/Offer: Retarget Through the Funnel
- Success Metric(s): Cost Per Acquisition (CPA)
- Bidding: Slightly higher than suggested bid
- Budget: $5-$10 per day (as an example)
- Target Audience: Previous Buyers (customer file)
To Break it Down For Ya….
Targeting: Customer file (CSV) containing your known buyers.
Content/Offer: You will be retargeting them via ads to purchase additional products or services.
Budget: In the land grab for customers this can be your lowest investment. I would recommend spending more on the cold and warm traffic campaigns and keeping a consistently operating low budget campaign running for your buyer list.
Success Metric: Straightforward. Do they buy or do they not and what is the cost to per sale (or acquisition). So, your success metric here will be Cost Per Acquisition (CPA).