If you’re new to Facebook Ads, you might have heard you need to season your Facebook Pixel. In simple terms, this means you want to start using running low risk adds to give Facebook the data. In turn, Facebook can learn who to show your ads to and you can have lower costs overall when you start using ads in other ways.
The best way I’ve found to season a Facebook Pixel is list building to your warm audience (people who already know about you).
Not everyone who visits your social media accounts or website will be on your email list. However, since they already know about you and they are interacting with your content, there’s a good chance you can get them to opt-in to your email list.
By running list building ads to this warm audience, you’ll keep your initial costs low and give Facebook the data it needs to start running cold audience ads.
In this case study, I’ll show you how I did this for a client to season her Facebook Pixel which averaged 93 cent leads.
This client has a ton of web traffic (average 1.75 million views/month) and a great social media following (close to 1 million on Facebook alone), but she hadn’t dedicated a ton of time to list-building. She also had never run Facebook Ads before but wanted to start since organic reach had decreased significantly over the last couple of years.
One thing to know about her traffic is, on average, 80% are new. The niche she is in can be very “one article and done” type, which is one of the goals of the email list – to build a better community of returning visitors.
We first started with the opt-in that is already available on her website. It was the easiest option since it was already created and we could get an ad up and running pretty quickly. I would highly recommend using what you already have. It’s really easy to procrastinate when you feel you need to create something new.
The campaign has been running for 7 weeks (and is still running).
She’s spending $25/day for a total of $1,240.58 over the last 7 weeks.
As mentioned, we started with a warm audience of Facebook page audience and website audience.
I also ran an ad to Friends of her Facebook page audience. This is the easiest option for going beyond the warm audience but not quite into cold territory. The idea behind this is friends of friends often have the same interests and can easily convert.
1,336 opt-ins, average of $0.93/lead.
Overall, we’re very happy with these results. After 4 weeks, we did start a new ad campaign to a colder audience that is seeing great results as well. I’ll update with a new case study in a couple of weeks.
If you’re interested in seeing what Facebook ads can do for your business, contact me and let’s chat!