Learn How To Advertise On Facebook With My 2,851% ROI Ad Strategy

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I have spent a fair amount of time learning how to advertise on Facebook effectively with traffic & lead generation in mind as part of my wider social media marketing strategy.

 I’ve spent a good chunk of cash experimenting
Today I’m going to share everything I have learnt with you step by step!

How To Advertise On Facebook Effectively

An effective Facebook advertising marketing campaign has-

  • Clearly defined goals
  • Email auto responder
  • A compelling offer
  • A landing page

Once you have those things in place you can start setting up your Facebook ads.

I’m going to take you through each of these and show you how easy it is to set everything up step by step.

Defining Goals

First you need to define the goals of your campaign.

This is going to vary depending on your business but I have found the most effective way to reach people is via the classic email opt in process.

Show visitors a compelling offer, collect their email address and then market to them with an email auto responder.

I have found if you are trying to get people to buy a product directly from the advert itself it is much trickier to get conversions.

Instead you should be looking at the long term value of an email subscriber.

My Campaign Goals

With that in mind I defined the goals of my Facebook advertising campaign as follows-

  • Increase email subscribers
  • Increase Facebook page likes

Pretty straight forward really :)

Setting Up My Email Auto Responder

I used Aweber to create an Email autoresponder which is designed to keep people constantly engaged with my brand consistently extracting value over time (see my Aweber review).

It does this in a number of ways-

The first email asks people to connect with me on social media and introduce themselves –  growing my social media following.

The second email asks people how I can help them, I invite them to ask me any question they want on the forum.

 This creates new user-generated content on the site, ranking for long tail keywords. It also creates a strong relationship with new subscribers even if they don’t ask a question.

After that the rest of the email autoresponder sends out 1 of my tutorials from the archives every week.

This means old posts are always getting new traffic, new affiliate clicks, new social signals and new comments which help lead to higher search rankings.

I also have a couple of emails that go out asking people what they like/don’t like about the site and which tutorials they would like me to make next.

Those emails have helped shape the blog’s success.

Click on the image below to see the full sequence-

email autoresponder for Facebook advertising

Putting A Value On An Email Subscriber

As you can see from the above, it is quite difficult to put a money based value on email subscribers. They offer so much more value than just affiliate clicks/sales.

I decided that the easiest way to put a value on an email subscribers is by keeping it simple.

Over the previous 90 day period use Google Analytics to work out what % of traffic came from email.

Then look at the total earnings for that 90 day period using that %. Finally divide it by how many email subscribers you have.

So for example if you had-

  • 40% visitors came from email
  • $10,000 profit
  • 200 email subscribers

The calculation would look like this-

  • 40% of $10,000 = $4,000
  • $4,000 / 200 email subscribers = $20 per subscriber

Using that calculation above I have determined that each subscriber is worth $17.81 to me over 90 days.

Now I know that isn’t an exact science and just provides a rough guideline that only takes how much money you made into account.

What it doesn’t account for is all of the extra value you get from new followers on social media, new user generated content, the long term relationship of helping people, new social signals on old posts & new comments on old posts for the next 12 months.

All of which help you grow organically reaching even more people to push down the email engagement funnel.

Creating A Compelling Offer

Instead of spending a bunch of time creating something unique to offer in exchange for a users email address…

I spent time looking at what content I already had.

After going through my archives I picked out a couple of tutorials that I could convert into a PDF to use as the offer.

I eventually settled on my how to start a successful blog tutorial which could appeal to a range of audiences.

The other benefit was…

 That post makes a great first impression on new subscribers keeping them hooked in and engaged throughout.
The quickest way to convert an old post into a PDF is with the print friendly extension.

That really was all there was to creating the offer!

Creating The Landing Page

The landing page is one of the most critical parts of any campaign.

This can literally make or break the entire campaign.

If you have a poor performing landing page you are going to burn through money quicker than you can blink.

I used LeadPages to create my landing page. They provide easy to modify time tested templates to ensure your landing page delivers high conversion rates.

I have put together a quick tutorial showing you how to use LeadPages to setup your mobile responsive landing page, split tests and even publish your landing page as a Facebook tab.

YouTube video

My Landing Page Design

This is the first landing page I created in LeadPages – it took me the best part of 5 minutes to put together.

leadpages template 1

Pretty clear, simple & straight to the point.

Setting Up My Split Test

In order to optimise the campaign as much as possible I spent 10 minutes creating a couple of alternative landing pages to split test against the page above.

I have spoke about how to improve CTR with my logo test before and LeadPages makes it really easy to do.

Landing Page Version 2

Exactly the same as the original except a different background image-

leadpages template 2

Landing Page Version 3

Exactly the same as the original except a different background image-

leadpages template 3

Split Test Results

Just to highlight the importance of landing pages and split testing I wanted to share the results of the split test now.

Here is a screenshot from LeadPages showing you the performance of each landing page above-

leadpages stats

As you can see the original is converting at 38% while version 3 is only converting at 33%. That makes a huge difference on the bottom line of the campaign.

With this data in hand I can take the winner and split test that against completely different templates, new background images or just by tweaking the copy.

The ‘Thank You’ Page

Once a user has hit the landing page and entered their email address, we need to take them to a final page in their journey.

Generally people use the ‘Thank You’ page for delivering the offer. But I’m also using it to generate new Facebook subscribers & affiliate sales.

This is what my ‘Thank You’ page looks like-

thank you page

Nothing complicated, just simple & straight to the point!

Creating Your Facebook Advertising Campaign

Now we have everything we need to create our Facebook advertising campaign and start generating new subscribers instantly.

All we need to do now is-

  • Create a tracking pixel
  • Create Facebook campaign
  • Create Facebook ads

Once that is done you will have everything you need to orchestrate a high performing Facebook marketing campaign!

Creating The Tracking Pixel

Facebook lets you create a tracking pixel that you can place on any page you want.

How to advertise on Facebook effectively with conversion tracking

Then you just need to copy the tracking pixel code to your ‘Thank You’ page or whatever it is you want to track.

A quick note, you can edit the tracking pixel code to include a value that gets reported to Facebook-

fb_param.value = ‘0.00’;
fb_param.currency = ‘USD’;

You can change that to be the value of each new email subscriber/conversion. So every time someone clicks your Facebook ad and converts, it gets reported in the back end of Facebook.

Sometimes this doesn’t work though, for example according to Facebook I had 456 new subscribers – but there were actually 496 in Aweber so just use this as a guideline.

Creating A Facebook Advertising Campaign

When your creating your campaign & adverts you should make sure you are using the Power Editor.

This is much easier to work with than the standard interface and gives you a lot more control over things.

I have created a quick video showing you how to create your first Facebook campaign using the power editor-

YouTube video

Creating Facebook Ads

Once you have created your Facebook advertising campaign you need to create some adverts.

This is really easy to do and I suggest you create a couple of different adverts targeting different audiences to test which works best.

Learn how to do all of that and more with this video-

YouTube video

My Facebook Advertising Campaign Results

I setup 2 separate Facebook campaigns spending a total of $599.91 generating a total of $17,204.46 based on an email subscribers $17.81 value.

Campaign Cost Income ROI
#1 $300.00 $8,883.76 2,851%
#2 $299.91 $8,370.70 2,691%

Campaign #1 Details

I set everything up as above and targeted 4 different audience types – blogging, blogspot, wordpress & people who had liked my competitors.

I created 3 different adverts for each of the 4 audiences to see which advert converted best for which audience.

These are what the 3 adverts look like – AD1, AD2 & AD3.

reduce Facebook advertising cost with split testing

Campaign #1 Performance

This table summarises the performance of each advert and the campaign as a whole-

Ad Cost Per Lead Spend Clicks Cost Per Click Click Through Rate Page Likes
#1 $0.94 $45.43 224 $0.24 0.87% 23
#2 $0.69 $232.02 1,236 $0.20 1.60% 164
#3 $0.35 $22.55 103 $0.28 0.66% 13
Totals $0.66 $300.00 1,563 $0.24 1.05% 200

The $300 spend resulted in-

  • 496 new subscribers
  • 200 new Facebook page likes

Making for a total of new subscriber value of $8,883.76 or 2,851% ROI.

Campaign #2 Details

Exactly the same as the previous campaign except this time-

  • I took the best performing ad from the previous campaign (AD2) & created 2 new ads (AD4 & AD5)
  • I took the best performing LeadPages landing page from the previous campaign & created 2 new variations
  • I added 2 new audiences – people interested in SEO & people attending internet marketing conferences

I was looking to increase conversion while reaching new audiences at the same time.

This is what the 3 adverts looked like, AD2, AD4 & AD5-

testing adverts is the best way to advertise on Facebook

Campaign #2 Performance

This table summarises the performance of each advert and the campaign as a whole-

Ad Cost Per Lead Spend Clicks Cost Per Click Click Through Rate Page Likes
#2 $0.54 $54.47 336 $0.18 1.14% 48
#4 $1.17 $48.09 279 $0.19 0.96% 23
#5 $0.66 $197.35 1,201 $0.17 1.60% 101
Totals $0.79 $299.91 1,816 $0.18 1.23% 172

The $299.91 spend resulted in-

  • 470 new subscribers
  • 172 new Facebook page likes

Making for a total of new subscriber value of $8,370.70 or 2,691% ROI.

As you can see I was able to reduce the cost per click and increase the click through rate.

However the cost per lead was higher as the new landing page designs didn’t really work out.

But that does mean I now have all the data I need to fine tune the entire funnel end to end!

How To Reduce Your Facebook Advertising Cost

If you were paying close attention to the results above, then you will have noticed that in each campaign – some adverts performed better than others.

For example in Campaign #1 one of the adverts produced leads at a cost of $0.94 each – but in the same campaign, a different advert produced leads at $0.35 each.

The only difference between the adverts was the image that I used. This is why it is important to split test your adverts to try and reduce your Facebook advertising cost.

You can see this again with Campaign #2 where one advert was producing leads at $1.17 each, but another advert in the same campaign was producing leads for $0.54 each.

That is a huge saving and can make a huge difference in how much it costs to advertise on Facebook.

Whatever you do, make sure that you split test your adverts – this is the best way to advertise on Facebook for maximum performance with minimal budget.

Wrapping It Up

So there you have it, how to advertise on Facebook step by step! Facebook marketing can’t really get any easier than that!

There are lots of different ways for you to take advantage of Facebook advertising. Building your email list is just one of them.

Take what you have learnt here and get creative with your own campaigns!

All you need is a compelling offer, a good landing page and an email autoresponder to get started!

PRO TIPS: Facebook isn’t the only social media you should use to advertise, Snapchat, Youtube and Kik should also be included in your ad campaigns.

If you have any extra tip & tricks let me know in the comments or if you have any questions about how to advertise on Facebook please feel free to ask!

$50 Facebook Ads Coupons

If you have never advertised on Facebook before then you can get a $50 advertising coupon.

Some webhosts like A2Hosting include these free of charge with their shared hosting accounts, read my A2 Hosting review for more info.

But if you don’t already have one you can just buy one from Fiverr for $5 to reduce your Facebook advertising cost & test the waters!

133 Responses

  1. Virender Sharma

    Earlier i was thinking only Linkedin and Instagram helps for Ads.
    But now i will consider Facebook also.

    Thanks for your information.

    • Matthew Woodward
      September 3rd, 2018 at 8:35 am

      No worries, you can reach loads of people through Facebook ads so definitely give it a try.

  2. gumroad

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    Your search engine ranking is only going to help your organization when all
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    • Matthew Woodward
      April 12th, 2018 at 2:29 pm

      Good tip thanks

  3. Japheth

    I was actually thinking of promoting my site via Facebook ads and I have learned a lot from your post especially ad design. Bookmarked!

    • Matthew Woodward
      April 3rd, 2018 at 3:16 pm

      Thanks for the bookmark :)

  4. NIEC

    Wow, Awesome article. Thanks for sharing this article. Its very helpful for my ecommerce website getting search engine result. thanks a lot.


    • Matthew Woodward
      August 1st, 2017 at 7:01 pm

      Glad you enjoyed it

  5. Cleber

    It’s hard to belive that you had a ROI of over 2000%, this is really amazing.

    Now it’s the second day that I’m trying to get my ads approved on facebook, but it’s been rejected every time that I submit them.

    I’m trying to advertise my landing page for a short and free online course. I read their guidelines and I’m doing all right, but my ads is always beeing rejected…

    And it’s weird that months ago I advertised several times with no problems about being approved.

    • Matthew Woodward
      April 4th, 2017 at 12:58 pm

      Yeah they have tightened things up in recent times, pesky Facebook!

  6. carl adam

    This post is really useful for me and helps me a lot, thank you!

    • Matthew Woodward
      February 26th, 2017 at 7:57 am

      No problem Carl

  7. Friedrich Ramptisch

    Do you think there is a way to generate leads om Facebook without paying money for it? I feel like it is almost impossible.

    • Matthew Woodward
      January 17th, 2017 at 4:28 pm

      Well Facebook advertising is in itself a paid traffic source

  8. Adeyemi Adisa

    To me, the value of this article can not be quantified. It’s 2016 and I still very much find this article brilliant. I have always had one or two concerns about Facebook marketing and thank God I came across this article. Now let me go to work and try to put all those awesome tips into practice. You are the BOSS!

    • Matthew Woodward
      December 31st, 2016 at 2:03 pm

      Yeah the only difference now is more people are using it so it costs more

  9. Cleber

    That’s a great article. But you haven’t mentioned what are you selling on your email list to make this insane ROI from your facebook ads?

    I’m curious to know what you are promoting to make this huge return?


    • Matthew Woodward
      December 12th, 2016 at 3:24 pm

      I talk about it in the article, but essentially I calculate the 90 day $$$ value per email subscriber

  10. Dragos

    Hi Matthew,

    I`ve tried in the past sending traffic to similar landing pages from Facebook Ads or Google Adwords, but the ads were not accepted.

    Is there anything else that should be done?

    Thank you

    • Matthew Woodward
      December 13th, 2016 at 9:20 am

      They have got a little stricter now, you just need to build out slightly more detailed landers

  11. Shelley

    Great post Matthew!
    I have a question about the audiences in Facebook.
    For instance my online course is for corporate trainers and HR people who provide training so it’s totally B2B.
    Now I know that obviously everyone hangs out in Facebook.
    I don’t want to use LinkedIn advertising because it’s expensive and I also don’t understand much.

    Anyways to advertise on Facebook how do I target the audiences in my niche.
    Based on buyer behaviour do you think people in B2b space would be interested in my program if they find me through Facebook?
    Appreciate your help. Thanks

    • Matthew Woodward
      August 18th, 2016 at 4:40 pm

      First of all I would start by keeping it simple with a retarget campaign to increase the ROI of your current traffic.

      Then use the insights data you get back from that to target a broader campaign

  12. Ula

    Thanks for this! Our company will deffinitely use your suggestions. Great work! Keep it up!

    • Matthew Woodward
      March 5th, 2016 at 1:15 pm

      No problem Ula :)

  13. Ash

    Great post Matthew. Just out of curiosity, have you ever tried Clickfunnels? I’m looking to register with either LeadPages or Clickfunnels and would love to hear your comments.

    Thank you

    • Matthew Woodward
      March 1st, 2016 at 2:37 pm

      I considered them but ended up going with OptimizePress for my launch

  14. Michael

    Hey Matthew,

    Thanks so much for this tutorial — I implemented recently and am seeing AWESOME results. Have you changed your country targeting since you wrote this?

    I’m getting a ton of email signups from less developed countries than the US. Not that that’s a bad thing, but I’m wondering if the monetary value of email subscribers differs country to country.

    Thanks for everything!

    • Matthew Woodward
      December 17th, 2015 at 2:59 pm

      Hey Michael,

      Of course they do, in the US people have a lot of disposable income compared to other countries and when I launched my product recently there was 1 country in particular that had a 100% refund rate but I won’t name them because the biggots will come out in force haha

  15. Natalie

    Mat, i found so much new for several posts…didnt know about the tools for facebook….

    Still confusing a little bit for the conversion through landing pages…i mean to bring traffic->to get subscribers->to make promotion.
    This point im still trying understand which way to make promotion,which products and throug which tool?if there are any autoresponder tool with nice designed emails?how is it looks the promotion?if there is any examples and case studies how exactly is going on…after subscription …..?if i can offer different affiliate products to base of subscribers?if there is any nice designs and scheldured email system tools?

  16. Wiyono Lee

    Hi Matt…

    How to pick the right interest on your ads?

    Thanks :)

    • Matthew Woodward
      October 19th, 2015 at 9:56 am

      Well if you are trying to target people in SEO you might target people that like search engine journal?

  17. Zak

    Hi ,
    I would like if you can suggest or help something regarding our eCommerce Venture. We have spend more than $600 USD on facebook advertisement , i got likes but very less post engagements and no sales. So 0 ROI.

    I have also tried buysellads marketplace and place our ads their but it was expensive with zero ROI .

    We are in our initial days and seeking someone who can really help us out.

    Our Website Url: http://www.giftamillion.com

    • Matthew Woodward
      September 11th, 2015 at 1:31 pm

      What is the user journey you are taking people on? Eg Facebook Ad > Product Detail Page > Checkout ?

  18. Frederico

    a pity that the facebook blocked the capture pages. Yielded enough “hot” leads.
    Thank you for material available

    • Matthew Woodward
      May 5th, 2015 at 4:34 am

      I dont think that they have?

  19. Kerrie

    Hi Matthew
    Thanks I found this really informative. I knew to all this so this may sound like a very basic question but how to you link the FB ad to your Leadpage?

    • Matthew Woodward
      July 23rd, 2014 at 2:48 pm

      Just put leadpages as your destination URL for the ad

  20. Seb Alexander

    Hi Matthew and thanks for the useful post.

    I think someone mentioned already about Facebook Partner Categories as available in the States. As far as I’m aware this allows you to narrow down your audience considerably in the ‘Behaviours’ part but is currently not available here in the UK.

    I gather Facebook will introduce it here too at some point is this something you are aware of?

    Also the Aweber setting that gets around the opt-in function sounds good. Is this something you can share with us? It would take me forever to figure it out!

    Keep up the good work.

    Seb Alexander

    • Matthew Woodward
      June 23rd, 2014 at 2:32 am

      I tend to find the more specific you get with your audience, the more expensive the costs per clicks are – but then you have to consider the conversion increase with been more targeted. Its a tricky game :)

      I use https://www.matthewwoodward.co.uk/get/leadpages/ for my Facebook optin landers!

  21. Chris

    Hi Matthew. Great tutorial. Your blog has taught me so much.

    Am very sorry if you already said this somewhere and I missed it, but could you please tell me why, at 6:50 in the third video, you bid $5.00 using the “maximum per click” option instead of using the “maximum per 1000 unique people reached” option?

    And as an affiliate marketer who is about to start a Facebook advertising campaign promoting a single-opt-in offer on an external landing page for which the payout is $2.50 per opt-in, would I be better off bidding “per click” or “per 1000 people reached” do you think?

    Thanks very much.

    • Matthew Woodward
      June 7th, 2014 at 2:16 am

      There are a couple of theories on this, if you start by bidding on a CPM basis but the ad sucks and doesn’t get a single click you’ve spent a bunch of money for nothing.

      By starting bidding on a CPC basis you don’t have that risk and then collect enough data to work out whether you would get more bang for buck with CPM or CPC bidding.

      Although personally I just leave it on a CPC basis permanently.

      • Chris
        June 9th, 2014 at 10:20 am

        Thank you Matt. That’s helpful to know.

        • Matthew Woodward
          June 23rd, 2014 at 2:33 am

          No worrys!

  22. Will


    I tested this out with a £10 advert. I got 50 clicks to my website, and zero subscriptions.

    I can’t understand why no one signed up, when the advert clearly states that it what the link is for?

    I’m stumped as to how to run my blog’s launch advertising – likes or this lead generation – as it seems neither works well.

    http://www.naturettl.com/eBook/ is the squeeze page.

    • Matthew Woodward
      May 11th, 2014 at 1:20 am

      Well I think the page is to busy, it doesn’t clearly communicate the benefits to the visitor. They have to stick around and read the page/invest time to work things out.

      The word ‘Get’ is a killer – that means I’m going to get something without doing anything. Replace that with ‘Claim’ which inherrently says you have to do something to get something.

      I would just focus on the core benefits of ‘What You Will Learn’ and a few simple bullet points of what they will learn

      50 clicks isn’t enough to test – and I assume you are running some sort of split test?

  23. Silverdot

    So for example if you had-
    40% visitors came from email
    $10,000 profit
    2,000 email subscribers

    The calculation would look like this-
    40% of $10,000 = $4,000
    $4,000 / 200 email subscribers = $20 per subscriber

    I’m a little bit lost with the math. Should it be 2,000 email subscribers or 200? Because it would be $2 a subscriber not $20.

    Not being a smart ass just trying to understand. Thanks!

    • Matthew Woodward
      May 9th, 2014 at 4:32 pm

      Nice spot made a typo on the first bit :)

  24. derek coito

    do you think it worth it to buy facebook advertising software to help target your buyers thanks derek

    • Matthew Woodward
      April 26th, 2014 at 10:43 am

      Yes – my cat is called Derek

  25. Adam Bate

    Great post, Matt!

    It looks like you are sending traffic to your own URL. Do you find it cheaper / better / different sending there compared to a Facebook tab integration with Leadpages? If so, would you lay out the post in a similar format?


    • Matthew Woodward
      April 18th, 2014 at 9:56 am

      While I havent tested this, basic conversion principle says the less choice a user has, the higher the chance of them taking the action you want them to take.

      When you use a tab integration, they have about 20-30 choices more than if you take them away from Facebook where there is only 1 choice.

  26. Gabrijel A.

    Amazing info as always, explained through real life example.
    Really grateful for all of the tuts you’ve made.
    Although It would be really great if you could provide some free/cheaper software alternatives for those who are just starting and have limited budget. Maybe I’m being greedy tho. :)

    Btw I’m stealing those table styles you use. Really neat touch with the hover effects. #nerdimpressed

    Thanks for the shares!

    • Matthew Woodward
      April 5th, 2014 at 8:23 am

      Well if your not willing to invest in your own future… ^^

  27. Jesse Aaron

    Great write-up Matt, I’m starting to experiment with FB advertising and I’m going to try your guide out step by step. Quick question though: for a different website click campaign I tried, $10 netted me 2 clicks. I thought it was a joke at first but nope, $10 for 2 clicks on a highly targeted audience. That’s why I stopped taking FB advertising seriously, but this has given me another breath of inspiration to give it a second chance. Any other quick tips to make sure that CTR is really good?

    • Matthew Woodward
      April 2nd, 2014 at 1:01 pm

      Depends what you are targeting and how – click prices do vary between niches.

      Also I have found that by using the standard targeting options/interests/relationship status etc you tend to pay more the more specific you go.

      Where as listing specific user IDs is by far the cheapest way I have found with retargetting coming in the middle of those.

      • Jesse Aaron
        April 2nd, 2014 at 1:51 pm

        Gotchya. I’ll try out the specific user ID approach and try segmenting them as different campaigns. Thanks for the help Matt, have a good time snowboarding and a safe trip!

        • Matthew Woodward
          April 3rd, 2014 at 7:00 am

          Thanks :)

  28. jual madu hutan

    I’ve seen ur ads even though I’m an Indonesian. Honestly I know from the first time that the purpose is also about list building.

    Guess what I think? I have no regret becoming your list because you have outstanding posts.

    Thanks matt, really enjoy your blog (y)

    • Matthew Woodward
      April 1st, 2014 at 6:16 pm

      Thanks :)

  29. Lucas

    Hi Matt!

    How to get your budget is divided equally between you all ads? I mean… Facebook sometimes sends all traffic to a single listing and we can’t a proper test


    • Matthew Woodward
      March 22nd, 2014 at 9:08 am

      Well they let them all run for a little bit, and which ever gets the highest CTR then gets priority.

      What you can do is just pause the ad that’s getting all the impressions so they flow into the other ads.

  30. Matthew Woodward

    Thanks Luke :)

    I’m not moving for another 4 weeks yet :)

  31. Jon Poland

    Simply a terrific post, Matthew. I was at a high-level internet business event two months ago and one of my takeaways from the event is that I have got to start marketing my business on Facebook. Your post is very timely. It will provide an excellent template for me. Thank you so much!

    • Matthew Woodward
      March 17th, 2014 at 7:52 am

      Was that Affiliate Summit?

  32. Stephen

    Nice work. I’ve seen your ads on my FB timeline.

    • Matthew Woodward
      March 17th, 2014 at 7:54 am

      Then you better have clicked them :P

  33. Neil

    Hi Matthew, great write up.

    I was just wondering about double opt-ins for your email list. You normally do this and it is probably best practise to use a double opt-in, but from an earlier comment it looks like you didn’t with this Facebook advertising.

    Was this purely because you did not want to waste advertising clicks with people who don’t opt-in. Was this a major consideration for you?

    As a follow up, how many people (%) don’t confirm their opt-in emails in your experience?

    Cheers, Neil

    • Matthew Woodward
      March 17th, 2014 at 8:02 am

      Hi Neil,

      That was down to having different goals affecting the user journey. The confirmation process takes them through a couple of extra things that people from social wouldn’t be arsed with.

  34. xelin brown

    I didn’t know you can actually collect email subscribers through fb. I thought it was all about reaching out through the social media as people often visit the site. I guess I haven’t optimized facebook’s usage if that is the case. Thank you for educating me more on this.

    • Matthew Woodward
      March 14th, 2014 at 10:17 am

      Yeah you can take traffic off Facebook and do what you want with it

  35. Fabio Araujo

    Hi Matt, again a great post, just one question.

    Do u check the engage with the new Facebook Fans?

    • Matthew Woodward
      March 14th, 2014 at 10:18 am

      I don’t know what you mean

  36. Charles Floate

    Nice tutorial man! I haven’t quite got around to playing with LeadPages, numerous people have suggested it to me for a few months now but I like your tutorial on it – Means I can save time getting to know the software easier.

    • Matthew Woodward
      March 13th, 2014 at 10:19 am

      Yeah I highly recommend it, takes all the headache out of dealing with landing pages!

  37. Tyronne Ratcliff

    Epic post Matt! Getting the “double lead” is why facebook is such a powerful medium to advertise with. The money you made was like icing on the cake considering Facebook PPC isn’t your primary method of marketing. Have a good one.

    • Matthew Woodward
      March 13th, 2014 at 10:16 am

      Yeah its getting pretty interesting, I’m going to play with re-targeting next week as well

  38. Mikey

    Thanks for a great tutorial on how to advertise on Facebook this will come in handy for me over the coming days.

    There is just one additional comment I’d like to make about the belief that nobody buys from Facebook.

    This simply isn’t true! My wife constantly buys on facebook. She has bought beauty services, pictures, cakes, furniture and anything that she likes.

    She has even received a risidual income thorough Facebook along with probably 1000’s of other people.

    If you look beyond bricks and mortar businesses and internet marketing you will literally find 1000s of local community pages who sell on Facebook everyday.

    Check out some gossip girl type pages if you can and you’ll notice just how many different products these women want right now and on a daily basis at that. the price range can reach 1000s, they ask about holidays,houses,cars you name it.

    Plus if nobody on facebook really buys what would be the point of all the ads and all the games? especially the casino’s.

    You just need the right twist to make it work and boom you’ll make a ton of money right there on Facebook.

    I have a few ideas and always be mindful of limiting yourself, nothings impossible : )

    • Matthew Woodward
      March 13th, 2014 at 10:18 am

      Interesting point of view – I do believe that there are people in buying mode on Facebook, it’s just they are a small majority. But what would be interesting to explore further is time of day the ads are shown.

      Even if someone was a’buyer’ it’s more likely they would buy at lunch time/after work rather than during the day.

      • mikey
        March 13th, 2014 at 1:48 pm

        I agree with you it’s all about the timing of the ad.

        It would make more sense to catch people early in the morning before work, lunchtimes and just after work.

        Weekends would probably be tricky at times too depending on who you are marketing to I guess.

        I’ve been reading an interesting blog post on the best time to post on facebook, it also includes Twitter,Google+, Linkedin.

        You may want to check it out, you might just find some of the answers you want to explore further


        • Matthew Woodward
          March 17th, 2014 at 8:03 am

          Thanks for the share will check it out!

  39. Venturin

    Hi Matthew!

    Some questions:
    (A) you already have you data for subscriber value, right? Those $ numbers made me a little lost on the calculation…

    (B) what do you thing about Optimize Press 2.0? Buying the $97 looks less expensive
    (less than $10/month, spliting for 12 months X $37/month from LeadPages, or $24, if payed yearly)

    Sincerly? I kind of prefer LeadPages. Those guys don’t stop making it better. But its a little more expensive for who is beggining…
    But just putting this numbers here, looks like a really small diference between both prices (even for a beggining), if you’re really into IM.

    One sale more each month makes it worth.

    But, I’d like to hear you, anyway!

    • Matthew Woodward
      March 13th, 2014 at 10:22 am


      1) Yes its in the post, $17.81

      2) I had a look at it about 6 months ago and it just didn’t fit for me. After seeing how many new features/developments leadpages had released the past 6 months it was a no brainer. Did you know if you filled out someone elses leadpages based opt in form, then came to mine – your details get auto populated so you just click submit.

      That kind of thing makes it worth its weight in gold!

  40. Brian Dean

    This post was like Christmas morning, Matthew. I’ve been meaning to get serious about Facebook ads and the ROI you showed in your last post got me super pumped. Can’t wait to give this strategy a shot.

    This is a real gem :D

    • Matthew Woodward
      March 13th, 2014 at 10:30 am

      So your campaigns are already up and running right? :P

  41. Amod Oke

    “I set everything up as above and targeted 4 different audience types – blogging, blogspot, wordpress & people who had liked my competitors.”

    By that, do you mean people who “like” those pages or are just interested in it?
    (Might be a stupid question, but asking since its been a long time since I advertised on FB)

    – Amod

    • Matthew Woodward
      March 13th, 2014 at 10:30 am


      Interested in :)

  42. Phil

    Hey Matt,

    amazing blog post, as always.

    Regarding LeadPages, any recommendation which package to choose? I see that the split testing option seems only to be available with the more expensive pro package ($67/month). Is that what you’re using? Thanks

    • Matthew Woodward
      March 13th, 2014 at 10:33 am

      Hi Phil,

      Yes I’m using the one with split testing, that feature alone is worth $200 a month even if you just get an extra few % in conversion from 1 split test. You can run as many as you like :)

  43. Adam Methew

    Great post man. Facebook marketing really important now. Because almost 48% of social media traffic on Facebook.

    • Matthew Woodward
      March 12th, 2014 at 8:31 am

      Actually I think Facebook has peaked and is now in decline, ask any teenanger what they use most. It isn’t Facebook!

      • Rich
        March 12th, 2014 at 11:42 am

        I think that is a good thing from a business perspective. It seems that facebook has matured somewhat lately which can only be a positive.
        Would be a good post to see which benefits you gain from each social platform and how to leverage them, especially G+
        Great blog by the way. You make SEO very practical and not some alien language created by scientists !!!

        • Matthew Woodward
          March 13th, 2014 at 10:31 am


          If you would like to bullet point your current problems with social media and each platform I’ll see what I can do!

  44. Priyank


    Great case study as always.

    Lots of insights and points mate.

    Thought, I would like to ask a question Matt. What do you think? How much is the role of “your reputation and established blog” in getting conversions like this.

    Can average Joe starting out expect same numbers?


    • Matthew Woodward
      March 12th, 2014 at 8:32 am


      I’m trying to reach new people so very little I would imagine. As long as you get the ad image, landing page and offer right your golden.

  45. Arjunsinh

    Hello Matthew,

    Excellent post. I always wonder and doubt the Facebook add campings. But with the real data and statistic shared by you with excellent examples of best performing add, I will give a try now.

    Hope this works.Great post. Also I would like to know is there any way other than this you can grow your traffic and genuine subscriber. Would be glad if you can help me out with this..

    Good day

    • Matthew Woodward
      March 12th, 2014 at 8:33 am

      Thanks :)

      There are unlimited ways to do that, best off finding where your audience lives and moving in.

  46. Andy

    Hi Matt,

    This post is really usefull for me and help me much, thank you!

    • Matthew Woodward
      March 11th, 2014 at 5:23 pm

      No worrys :)

  47. Bernard

    I was awaiting your report about your campaign. I’m glad to discover the fb power editor. I never heard about such a tool. It seems very handy and i will try it. I spent too much time struggling against fb ad forms pages to set up A/B testing !!!
    I’m currently running an fb ad test drive with the Brian Moran fb landing page and a leadbox from leadpages.
    So far I’m surprised to get twice more likes than subscriptions.
    Thanks a lot for your work.

    • Matthew Woodward
      March 12th, 2014 at 8:35 am

      Good luck with your testing :)

  48. Mikk

    Hi Matthew,

    Great stuff!

    Two quick questions:

    A) Did you made any money from your hosting? If yes, how much of them converted into justhost customers?
    B) How did you managed to get me on your list? Whenever I subscribe, I usually need to click on some sort of “confirmation email”. However, on your opt-in-box – I didn’t have to do it.


    • Matthew Woodward
      March 11th, 2014 at 3:33 pm


      1) No because that was an after thought, I only added that in the last few hours of the campaign.

      2) Thats just a setting in Aweber

  49. Carlos

    Great article…
    Some time ago I tried to use face ads to sell a product as an affiliate, a small campaign to see the conversion and CTR, and I was really disappointed with conversion. :(
    This idea of ​​building the list is actually much more effective.
    I’m finishing to create my blog (following the tips of your other article) and I’ll go this way again when using facebook ads :)

    Thanks again for this post and also for the great blog..

    • Matthew Woodward
      March 12th, 2014 at 8:35 am

      Let’s look at this way, how many times have you personally bought something while scrolling through Facebook either watching TV or taking a dump?

      • Carl
        August 29th, 2014 at 1:28 pm

        That’s funny right there.

        • Matthew Woodward
          August 29th, 2014 at 5:48 pm

          It’s true :P

  50. Mattias

    Hi Matthew,
    Thanks, I was looking forward to this tutorial.
    Need to think how I can manage FB traffic into conversion for my webshop.
    Was not that into email subscribers, but as you mention, FB users are not in buying mode. The email subscriber would be more interested in a good offer on a later time.
    You gave me something to think about.

    If someone else have some good experience with FB ads and ecommerce, please let me know.
    Thanks! Mattias

    • Matthew Woodward
      March 11th, 2014 at 5:24 pm

      Put a content strategy around your niche to engage people, grow social followings & social signals to soft sell into your main product line.

      Combine that with an engagement sequence, oosh :)

      • Mattias
        March 11th, 2014 at 6:10 pm

        Exactly, time to stop reading your post and get hands on:p
        Cheers, Mattias

        • Matthew Woodward
          March 12th, 2014 at 8:36 am

          No worrys!

  51. tim thorne

    Hi Mathew…i have been receiving your emails and info on internet marketing recently… I am interested in doing a joint venture with someone who i could work with me in an interesting field…i have some thoughts and ideas which would be useful to talk over…if you are interested i would be happy to have a chat to see if it could work or not…. Tim

    • Matthew Woodward
      March 11th, 2014 at 5:24 pm

      Sorry I don’t get involved in partnerships

  52. bj

    Thanks very much for sharing, Mathew. What software do you use for tracking? Do you use cpvlap or imobiltrax or is there tracking service that you would recommend?

    Thanks and have a good day!

    • Matthew Woodward
      March 11th, 2014 at 3:28 pm

      I just use Facebook Ads combined with what Aweber shows. I also have Google Analytics campaign tracking set, but thats it!

    • Munir Nathoo
      March 12th, 2014 at 12:50 pm

      I used to use Prosper202. It takes a bit of getting used but the good thing about it is that is free and is being offered by many domain hosts. The installation is also very similar and can be done through the Cpanel

      • Matthew Woodward
        March 13th, 2014 at 10:30 am

        I’ve used that before but I didn’t see a need for it here.

  53. Munir Nathoo

    You have just convinced me to get back into FB Ads! Am going to try this out! Thanks Matt! Very precise and to the point!

    • Matthew Woodward
      March 11th, 2014 at 3:28 pm

      No worrys :)

  54. Harshajyoti Das

    I was waiting for this guide for a couple of days. I ran a similar campaign with the same images and the CTR was around 2-3%. A much needed tutorial for people who want to jump start a FB campaign.

    • Matthew Woodward
      March 11th, 2014 at 3:29 pm

      Good job :)

  55. Terry Kyle

    Great work Matt thanks, love the level of detail.

    • Matthew Woodward
      March 11th, 2014 at 3:29 pm

      Cheers Terry!

  56. Will Owen

    Hey Matthew,

    Been lurking for a long time, but this post has compelled me to comment just to say thank you!

    I’ve been playing with FB Ads for a week or so, and have found that it’s difficult to convert visitors by sending them to a post containing affiliate links. Getting them to sign up as subscribers first definitely seems like the way to go!

    Also, I can’t believe I didn’t know that you could get a $50 voucher off Fiverr. That’s an awesome tip.

    Thanks for this great post!


    • Matthew Woodward
      March 11th, 2014 at 3:29 pm

      Hi Will,

      Glad you enjoyed it :)

  57. KongWing

    Hi Matthew,

    It is nice to see how your campain works. Can you give me another example for someone that don’t want to use email optin? For a blog it is good to get those emails but what about a company that only has a few design services?

    Like a logo company that only makes logo’s

    I can try to get their email and then send them a special discount for a period of time to order a logo to get better conversions. But I don’t think I should concentrate on emails if they only order a logo once. They won’t change logo’s every month. So what would you try to get better conversions for a logo company?

    • Matthew Woodward
      March 11th, 2014 at 3:30 pm


      I wouldn’t do it without an optin – even if the goal is to sell a product I would still have them optin first. When people are browsing Facebook they aren’t in buying mode, they are in exploring mode.

      Capture them while exploring, sell them to them later.

  58. Evan

    Really interesting findings Matt. You cant really argue with 2,800% ROI.

    I’m finding FB ads have some great targeting options and its super cheap to get clicks within the FB eco system. Gets a bit more expensive trying to get people off FB tho.

    Do you know about the super targeted 3rd party custom audiences you get when signing in from the US? Hola it up to see what I’m talking about.

    I’ve managed to get over 10% CTR with mobile news feed targeted ads with custom audiences. Pretty sweet for any paid ad. The image is pretty key for FB ads (not surprised the cheeky redhead did well :))

    One thing I have found is conversions from FB tend to be pretty weak. Have you worked out what was the actual ROI from this campaign? I can’t image a FB signup is worth the same as your organic email subscribers.

    Great write up btw. Love how you make everything so data centric and easy to follow.

    • Matthew Woodward
      March 11th, 2014 at 3:32 pm


      Yes I am aware of them, but they are also against terms of service. I don’t want my main blogs URL banned from being able to advertise in the future :)

      My funnel is designed to take cold traffic and build relationships, no selling is involved.

  59. Michael Bely


    I’m surprised the girl on your 3d landing page did not convert that well. Probably, wonna-be bloggers in Facebook are too busy to think about anything else rather than work :)

    Anyway, split-testing is about studying the users’ behaviour and the way of their thinking.

    Thanks for the real experience post.

    • Matthew Woodward
      March 11th, 2014 at 3:32 pm

      No worrys :)

  60. Leo

    wow.. really in time follow up on Facebook ads.
    This is very instructive and I will replicate it soon

    Thank you

    • Matthew Woodward
      March 11th, 2014 at 3:33 pm

      Hope it helps you out!

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