7 Timeless Tips on Advertising from Ogilvy

You’ve probably heard of David Ogilvy and his timeless marketing book “Ogilvy on Advertising”. If you haven’t, I strongly encourage you to pick up a copy here.

I’d like to share with you a few of my favorite nuggets of wisdom that I’ve found in his book and have used for my clients, successfully, and that you can start using today to help your business grow. Let’s jump in…

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Marketing Tip Number One:

It pays to give most products an image of quality. A first class ticket.

Marketing Tip Number Two:

Big ideas are what it takes to attract consumers to your product. (Which leads us to…)

Marketing Tip Number Three:

How to recognize a big idea.

Did it make me gasp when I first saw it?
Do I wish I thought of it?
Is it unique?
Does it fit strategy to perfection?
Could it be used for 30 years?

In a recent post I wrote about harnessing the power of mass desire on to your product, I covered why some ads run for 30 days and some run for three decades. You can check it out here.

Marketing Tip Number Four:

Positioning (what it is and what it isn’t)

Positioning is not a buzzword. Simply put, it is “What a product does and who it is for”.

Marketing Tip Number Five:

For local advertising you get [much] better results when you name the city/location in your headline.

Marketing Tip Number Six:

Recall increases by [an average factor of] 28% when you put your headline in quotes.

Marketing Tip Number Seven:

Story Appeal (use it). Add photos that arouse curiosity and entice the prospect to read the copy.

When it comes to marketing your business you have to take a unique approach, because after all, your business is unique and the problems you solve and face will be unique as well.

Copying what others do won’t get you there. Learning principles, tips and “hacks” that are proven effective will help. However, it’s up to you and your team to find the groove that makes your product irresistible to your customers.

These tips can get you some of the way there but don’t look for all the answers on the internet. Use your mind, trust your gut (you understand your business better than anyone else) and rely on the facts that can help you leverage your marketing efforts further.

When you’re creating your next marketing campaign try to remember these tips and this quote from Steve Jobs. I find it both insightful and motivating, I hope you do to!

“Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of other’s opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”
– Steve Jobs

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Hey, I’m Robert I’ll teach you how to grow your online audience and scale your business. Can read a cash flow statement, build a website and run a successful ad campaign. I’m looking for an “OFF” switch, let me know if you find it, I’ll be working…

How To Create Your First Warm Traffic Campaign

In the first part of this series we covered How To Set Up Your First Cold Traffic Campaign, if you haven’t done that already, put the brakes on and head over there now [ I’ll wait 🙂 ] .

*We will use the traffic we have pixelled in the cold traffic campaign above.

You must complete the cold traffic campaign before you can get the maximum benefit out of the warm and hot traffic campaigns.

Consider each campaign set as a building block that will help you make the most out of your next campaign.

We’re going to compound on our successes quickly here, so let’s get started….

You’ve now, successfully, finished your cold traffic campaign and have pixelled plenty of traffic to your site.

Here’s what you need to do next…

Warm Traffic Campaign:

We’ll be using Facebook ads as the example here, but this method will work with virtually any other advertising platform (Google, Bing, YouTube etc.)

What is warm traffic?

Warm traffic can be summed up like this… “They know you, but don’t love you”. They’re familiar with your brand and have shown some interest in what you’re offering. Perhaps they’ve opted in or clicked one of the content pieces you shared in your Cold Traffic Campaign.

BUT they have yet to…

A) Optin (give you their information in exchange for yours)

OR

B) Purchased (or taken your desired action).

Why The Cold Traffic Campaign is Critical Here (Custom Audiences):

Targeting! In our cold traffic campaign we defined our success metric as the Cost Per Pixel. How cheaply can we pixel (track) traffic to our site from people that are interested in our offer and topic? Here’s where we’ll leverage all the success we’ve had from our cold traffic campaign. You should now have an audience of potential customers that you’ve pixelled on Facebook. Your next step is to create a custom audience using this information.

Creating Your Target Audience and Lookalike Audience:

First: Head over to Facebook Ads Manager and go to Assets → Audiences like in the image below.

Second: Click “Create Audience” and select “Custom Audience”

Third: Choose how you want to create the audience. Remember we’re going to be targeting the people that took action in our Cold Traffic Campaign. If you were sending prospects to cornerstone content, like an in depth article or guide, you’d want to use that specific URL for your pitch. What if you were sending them straight to your homepage? Then you would select “All Website Visitors” like in the image…

Fourth: Name your audience and click “Create Audience”. Once you’ve created your audience you’ll also be able to create a lookalike audience.

A lookalike audience is EXACTLY what it sounds like. It will take the traffic you’ve pixelled on your site and find users on facebook similar to the people that have already shown interest in your brand.

It’s a powerful tool you need to be using.

Fifth (optional): Create a lookalike audience. The steps are exactly the same as above, except, instead of clicking “Custom Audience” in the Second Step, you will click “Lookalike Audience”.

That simple.


*NOTE: Here we’ll be focusing mostly on our custom audience. We can send the lookalike audience to our cold traffic campaign. Remember the lookalike audience consists of people that will likely be receptive to your offer. THEY STILL HAVE NOT HEARD OF YOU! Your custom audience HAS heard of you. Do you see the difference?

The Warm Traffic Offer:

Since we know these people are interested in our brand we’ll want to now give them even more value up front, like we did in the Cold Traffic Campaign, but we’ll be requesting something from them in exchange this time. (unless you did a Lead Magnet for your cold traffic campaign which, in most cases, can be totally ok with the right landing page)

Warm Traffic Offer Examples:

  • Lead Magnets (recipes, guides, how-to, checklist)
  • Quizzes/Surveys
  • Flash Sales
  • Low Dollar Offers
  • Branding Videos
  • eBook
  • Free Trials
  • Discounts
  • Contest (low friction only)

Defining Success Metrics:

Cost Per Lead OR Cost Per Acquisition.

Here you’ll want to use Facebook Pixel Events to measure the effectiveness of your ad. If you’re sending prospects to a low dollar offer your success metric would be…

CPA (Cost Per Acquisition)

If you’re sending prospects to a lead magnet where they opt in to get something (ex. eBook, Quiz Results, Guide, Free Icons etc.) you’ll measure success by…

CPL (Cost Per Lead)

Facebook Ads by the Numbers

    • Ad Objective: Website Conversions
    • Content/Offer: Warm Traffic to a lead magnet or low dollar offer
    • Bidding: Most Conversions
    • Budget: $5-$10 per day (as an example)
    • Success Metric(s):

Cost Per Lead (CPL)
Cost Per Acquisition (CPA)

  • Target Audience: Pixel Traffic Custom Audience (if you don’t have enough pixel traffic use Interest targeting in combination with your custom audience, like we did in the Cold Traffic Campaign targeting).

To Break it Down For Ya…

Targeting: Use the traffic you pixelled in your Cold Traffic Campaign to create a custom audience and target those people with your Warm Traffic Campaign offer.

If you find that your pixelled traffic doesn’t create much of an audience you can…

  1. Use Pixelled Traffic + Interest Targeting (what we did in the CTC)
  2. Use Pixelled Traffic + Lookalike Audience
  3. Use Pixelled Traffic + Interest Targeting + Lookalike Audience

Content/Offer: You will be sending your prospects/traffic to high quality lead magnets OR low dollar sales page (that of course offers plenty of value to your potential customers).

Budget: $5 to $10 (as an example) measure results and optimize. If your clicks and targeting are strong then your offer is weak (usually). If your conversion is strong, but your clicks and volume are low, then your ad is weak. These are general principles. Use small budgets to test out what works with several ad sets in the same campaign.

Success Metric: You’ll either be sending leads to a sales page or a lead magnet (landing page). Depending on what you’re doing (low dollar offer OR lead magnet) you will have different success metrics. Cost per Acquisition covers lower dollar sales and Cost Per Lead covers the cost to convert traffic to optins (i.e. they give you their contact info). Can you have other success metrics here? Sure. These are the two that will generally apply to any given business.

Ad Objective: Website Conversions. You’re looking to convert. Period. If you’re not converting, it’s not working. You are going to convert low dollar sales or contact information on a high quality lead magnet.

Frequently Asked Questions:

How do I know this works?
As a successful marketer I do this everyday. Right now, we are averaging conversions for $1.75 or less, have over an 11% optin rate (on a form where we’re asking for First, Last, Email and Phone Number!) and a cost per pixel of less than $0.10 with over 21,000 views in the last month? How are we achieving these great results? By following to-the-letter the guide I’ve laid out for you here.

What is a lead magnet?
You probably already know, or at least understand the idea, a lead magnet is HIGH quality piece of content, on a landing page, that is designed to do two things….

  1. Establish your expertise and authority in the mind of your prospect
  2. Generate quality leads for your business.

How? Easily. Here’s an example…

I send you to this page (the one you’re on now) from a Facebook Ad.

You want to learn how to generate leads using PPC.

So you’re right in my target market.

I provide you with the Cold and Warm Traffic Campaign guides.

Within the content I offer, in exchange for your first name and email, the “FREE! Complete Guide to PPC for Smart Business Owners”, with the subtext saying…

“Just enter your first name and email and I’ll personally send you The Complete Guide to PPC for Smart Business Owners: an A-Z guide for business people that want to grow their business WITHOUT the learning curve or headaches.”

What is a Landing Page?

Here’s my definition. “A page created around a call to action.”

That simple.

Like in the example above, the lead magnet offer, will be on a “landing page”.

Get it?

If not, don’t worry, you’ll see what I mean soon when we cover the “Hot Traffic Campaign” in the next part.

Summary

Warm Traffic Campaign Review

  1. Leverage Your Pixelled Traffic into A) Low Dollar Sales or B) Fresh Leads into Your Business with a Lead Magnet and Landing Page.
  2. Create Custom Audiences and Lookalike Audiences (to fuel your cold traffic campaign and create highly relevant ads for your warm and hot traffic campaigns).
  3. Force Multiply Your Content Offers
  4. Gauge the effectiveness of your low dollar offers (if you have any)
  5. Get paying customers or highly engaged users

Follow the steps in this guide and you’ll be able to create a marketing “funnel” that converts. You may have heard that phrase, “marketing funnel”, before and maybe you weren’t too sure what it meant. This is what we’re building with these guides. A marketing funnel that you can leverage and force multiply. In the next part we’ll cover how to remarket throughout your funnel and turn paying customers into repeat customers.

Could Your Business Use More Traffic and Quality Leads?

Want to implement this in your business?

Book a free 15 minute consultation with me to learn more about how you can get it done efficiently AND with results you can measure. Book your Facebook Ads consultation now

Three Steps to Market Research Your Idea

You probably picture real market research as an exorbitantly expensive luxury that big companies like Proctor & Gamble do when they want to test a new scent in their liquid detergent. For regular people, market research generally means asking a couple of buddies what they think of that great business idea that hit you in the shower. But with some social media tools, a couple hundred dollars, and a little bit of creativity, you can get actual, usable data directly from your target market.

Step 1 – The Landing Page

If you’re not familiar with landing pages, you should be. Simply put, they are the pages we want web traffic to go to, usually with a single purpose. For this example, we are going to set up a Facebook page to work as our landing page. Facebook pages are simple to set up, and only require a banner image across the top, and some descriptive information about your idea.

You’ll want to add a single post to the page, thanking the people who come to your page for their interest, and let them know that more information will be available soon. You might also consider adding a contact form post, so that if you do move forward with your idea, you have the beginning of your email list.

It should take you less than 10 minutes to set up the landing page, because for the most part we’re not really interested in what happens here.

Step 2 – The Campaign

The market research magic happens with your Facebook advertising campaign. This can be done through your Facebook Business Manager, your Facebook Ad Manager, or by clicking Promote on your business page. There are variances within each of these channels, so we won’t go step by step, but the main elements we are discussing are all the same (Promote may not give you as much targeting or analytics information, so I’d recommend using Facebook Business or Ad Manager).

Create 2 or 3 different ads, highlighting different elements of your idea, each with a call to action. Facebook ads do not like text on an image, so you are best off finding a relevant image and writing some descriptive text about your service.

Once the creative ad is finished, choose your audience. This is the most important part of your market research. Think about your target market, who they are, where they live, and what their interests are, and select those groups to see your ads.

Next you’ll set your budget and duration for the campaign. Every target market is priced based on supply and demand, but you should be able to reach several thousand people over the course of a few days for less than $200.

Step 3 – Analytics

Let your campaign run its course. Remember, the purpose here is market research, not marketing optimization. We want to see a few things.

1) How many people clicked on the ads – this will show you if people are interested in your idea

2) Which ad messages were clicked on the most – this will show you what resonates best with your customers

3) Cost per click – This will help you determine, down the road, how much a lead will cost, and whether or not your idea is cost effective

Taking all the information together, you’ll have some insight as to whether or not the market is ready for your idea…and if you collected email addresses through your Facebook Landing Page, you also have a mailing list once your idea is productized.