How I f***ed up our Facebook ads but STILL made money – March 2018 traffic report

“What get’s measured, get’s managed”

Peter Drucker

We’ll be measuring traffic, conversions into leads and email subscribers. I want to share what’s working, insight as to why numbers go up or down and our goals.

We use Oribi to measure our traffic and leads and ActiveCampaign to measure leads and email subscribers. We’ll also be using Facebook Ads to show some of our remarketing results.

Traffic

Result

Smashed it. In March we had 2,699 visitors. This makes me really happy as February saw a bit of a downturn. We have invested in Facebook traffic, but there are also some really interesting increases across the board in other channels.

We’re just shy of 90 visitors a day, which pushes us ever closer to generating 10 subscribers a day from hundred visitors a day (assuming a 10% opt in rate).

april traffic report, oribi traffic report april, april marketing funnel traffic

I’ll go over some of the specifics of our Facebook campaign later in the post. I posted 5 YouTube videos, 6 blog posts and 4 podcasts. A webinar, a bunch of Facebook live videos and a load of emails, obviously. All of which would have contributed to the growth in traffic over the entire of March.

Insight

March is a longer month and gave us more time to drive traffic. However the addition of a Facebook remarketing campaign certainly would have helped. Interestingly, we did have a growth in Google’s traffic (which I’ll talk about below). I also appeared on a few podcasts as a guest which may have also increased the amount of traffic we drove. But I also believe this is the law of compound actions taking effect.

Next steps

I’m really enjoying seeing the gradual increase in traffic over time. This gives us proof that we are helping more people, which is all we are really trying to do anyway. It also adds to our legitimacy as a growing marketing funnel business, coaching business and information business. The more traffic we drive, the more appealing we are to sponsors, JV partners and the funnel building community.

Sources/channels

Result

Interestingly, despite putting money into Facebook advertising, we actually drove more traffic from Google. Over half our traffic came from Google, which alone increased to over 1500 visits.

It’s obvious that I need to uncover more about where we are being found on Google and what keywords people are searching for.

March traffic report, March traffic channels report, March marketing funnel traffic report,

Facebook has increased to a healthy number, obviously due to around 270 visits being driven from our remarketing campaign. However it’s clear that I need more insight on what is paid Facebook compared to organic Facebook.

Insight

We still getting visits from places like WP Elevation, Click Funnels and other guest post locations. It’s quite similar in my opinion, to regular saving. I now see these sources as “passive traffic”.

Next steps

Despite actually implementing a remarketing campaign which is clearly working (and generating traffic at profit). I need to redo our Facebook remarketing campaign as it’s not set up properly.

I also need to start implementing UTM tagging and parameters in order to gain deeper insight as to where my traffic is coming from. But, little by little we are growing our traffic from various sources.

I believe this is also proof that the only way to sustainably and profitably grow yourTraffic to a website, is by building content on your own turf. Facebook has recently come under fire with a big data breach scandal. Which shows that many people are leaving Facebook, which will naturally drive down visitors from Facebook. Obviously my numbers aren’t anything that would be impacted by such broader traffic trends.

Facebook and any other platform could completely change their traffic driving policies overnight, which will leave many businesses without a traffic source. It’s happened before and it will happen again, which is why I believe that regularly creating content on your own platform is the most sustainable source of traffic. You can always find new sources, but what they are being driven to is important. Not where they come from.

Email subscribers

Result

In March we attracted 157 new email subscribers. Including unsubscribes, this is a net gain of around 80 subscribers. This is roughly an 8% growth on last month, which puts us right in our projections.

 

march active campaign email list, email list subscriber growth

Insight

I’m a little worried that our growth is becoming stagnant. But I have to keep reminding myself that we’ve only been driving this for a few months.

Let’s say we have around 800 subscribers. A net gain of 80 new subscribers is 10% growth which is fantastic. Imagine having 1 new customer for every current customer you had, you’d search for new customers all the time! If I can keep growing the list by 10% of what we have, 1000 subscribers would give me 100 new subscribers that month.

This is different to month-on-month growth, which looks at the comparison between months. Our month on month growth of the TOTAL LIST is around 8%.

Next steps

We’ve got 5 content silos working now, so it’s my job to write the follow up emails for those silos and continue promoting the right products and content to those subscribed in each silo.

Facebook paid traffic

Result

I don’t claim to be an expert in Facebook ads and I’m certainly still learning. Overall, we wanted to drive more traffic and capture more leads. I wanted to grow my email list at break even i.e. pay £X per lead but also make £X per lead back.

facebook advertising, facebook ads traffic, how to facebook ads

In total, for March we spent £64.21 on 278 clicks. We had 4 ad sets running and the Facebook pros out there will notice something weird. More on that below.

We generated around 120 leads from our campaign which gives us a conversion of roughly 40%. Also, of those 120 leads, 19 of them bought a splinter product at $19. Which generated us just shy of $400 – meaning we made a profit on all our new leads. This means that I don’t pay for my traffic. Traffic pays ME.

So now, we have to scale.

 

Insight

I MADE A HUGE MISTAKE WITH OUR AD SETS.

Typically, ad sets are designed to separate your audience. This means that even if you have 1 or 30 audiences, they can be a part of the same campaign. I only have 1 remarketing audience for this campaign (at the moment) so I should have just 1 ad set for my remarketing audience.

Then, I would have the 16 different ads (4 different images for 4 different copy contents) for one audience.

However, this seems to be working and I’m not spamming people too much. I think I’ll redo this campaign and see if I can improve the results.

Next steps

  1. Build out the same campaign again and test which works better.
  2. Use a 2nd remarketing campaign for a 2nd piece of content to drive more leads
  3. Start driving cold traffic to blog posts

Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.
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