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QuoteHi John,
So I'm scratching my head a bit here. As you know I've done SO much testing. I've got a few smallish audiences down to around two dollars per sub, so in some ways I'm doing well, perhaps.
But I really need to get my subs down to a dollar, to break even with my one album and not-yet-materialised patreon thing, otherwise this is simply not workable for me, as I'm converting album sales at 5% at best at the moment.
So I'm thinking of risking the video lookalike thing, partly because the idea of potentially getting a big audience that works sounds like a dream as I don't know how much more testing I can bare! I want to at least try this.
I'm going to do my utmost to not lose too much money in the video ad. I've done a fair bit of testing on the audiences that I'm going to target for this, so I was wondering if there is any way of racking up video views for the audiences separately, using what I already know about what headlines etc work for them seperately etc. I know you said to target all the audiences together, but I wondered whether it's possible to go for the same ultimate goal by targetting them separately with the same video, to the same effect of eventually creating a lookalike audience? If not, I'll have to find the lowest common denomintars based on what I already know about the audiences, and hope for the best ... One thing I have to my advantage is that the 'in sea' image is really popular across all audiences so I could use that as a thumbnail for the video...
Thanks,
Karen
If seperating out the audiences isn't possible for this approach, I guess I could find some common top written elements for all the audiences and start with a dynamic creative round for the video ad, with all the audiences together, to see which elements come top collectively. And I'm thinking it would probably be good to leave the dynamic creative round going for longer than usual to give facebook chance to make sense of all the audiences... ?
1:07 pm
June 7, 2011
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Hey Karen, I'm not sure I am 100% tracking with all of that, but yes, you can totally separate out the audiences. I believe the advice you are referring to in which I mentioned grouping everything is in an older training lesson. I still like that approach within the context of that lesson, however, because you already have many things that work, I would just attempt to essentially sneak a video into a working system so that you can start racking up those views. You can split things out anyway you want.
You might also try creating a short teaser video of just 60 second or so to increase the chances of getting a large audience that makes it to the 75% mark.
You could also try making a talking head video in which you just make your case to your fans. You can still create a lookalike off of that. Just a thought.
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Hey John,
Thanks for this. The advice was from a message you sent me a few months back- I haven't seen any training videos on this. It was partly as a response to the fact that all my gut-feeling target audiences are on the small side. You suggested grouping all my small audiences together in the targeting to rack up video views, and then create lookalike audience from there.
But as mentioned, I've done a lot of testing on the small audiences, so ideally I'd tailor the video ads based on what I already know about them. So perhaps my question is more of a technical question: If I have a video on my ads manager system, and use that video for lots of separate ads, will fb group all the 'views' data together for all the seperate ads, on the video, so to speak, so I can go on to create a lookalike audience from there, if I've understood that mushing all the video views data together for the lookalike audience is the best approach?
I was thinking of doing a 60 second teaser of my music video yes. I hadn't thought of doing a talking head video for this, but I'm going to be doing some filming at some point for the sales funnels, so maybe I'll play with that idea too. A video at ad level would have to somehow charm people instantly and say all the right things in a few seconds - hmm an interesting challenge...
Thanks,
Karen
A final technical question: if I have one video that's racking up views within facebook, can I use it for several different audiences in seperate ad sets at once, or would I have to show the video to each audience one by one ? Thanks.
11:45 am
June 7, 2011
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Karen Grace said
If I have a video on my ads manager system, and use that video for lots of separate ads, will fb group all the 'views' data together for all the seperate ads, on the video, so to speak, so I can go on to create a lookalike audience from there, if I've understood that mushing all the video views data together for the lookalike audience is the best approach?
Yes, it doesn't matter how you rack up the views. The audience gets created as one audience regardless of the source of the traffic. My advice to add multiple audiences to one ad set is part of one strategy that I made a training video on a year or so ago. I must have been referring to that strategy. Skip that since you already have something that is working and stick to the campaign structures that are already proven.
I was thinking of doing a 60 second teaser of my music video yes. I hadn't thought of doing a talking head video for this, but I'm going to be doing some filming at some point for the sales funnels, so maybe I'll play with that idea too. A video at ad level would have to somehow charm people instantly and say all the right things in a few seconds - hmm an interesting challenge...
Either could work. I think the talking head is worth trying. I have one client who is doing that and targeting people who watch 90% of the video. It took her many months to bring the price down but she is now getting subs at about 50 cents each (if I remember right). But it was a self-feeding system. At first subscribers were expensive. But as the base audience grew the lookalike became more and more effective.
I've had mixed results with music videos.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Thanks for this.
Is the woman who used this approach successfully on this forum? Are there any threads I could read?
From your comment above, it sounds like she re-targeted the actual people who had watched 90% of the video, as well as creating a lookalike audience ? And it sounds like she would create new lookalike audiences every now and then as the audience grew?
Thanks,
Karen
Also a question about lookalike audiences in general. Do you think the video lookalike audience is the best one to focus on?
I remember hearing in one of your videos that you can have lookalike audiences based on :
- website visitors in last 180 days
- people who have engaged with your page
- were there others?
I think my website visitors and page engagers will be pretty small in the grand scheme of things (and customer list is minuscule). I just wanted to make sure I'm not missing any tricks and focussing on the best thing if I want to go about creating a big audience.
Thanks,
Karen
1:10 pm
June 7, 2011
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Karen Grace said
Thanks for this.Is the woman who used this approach successfully on this forum? Are there any threads I could read?
She is an MMM member and a consulting client. I don't believe she is here in the IC.
From your comment above, it sounds like she re-targeted the actual people who had watched 90% of the video, as well as creating a lookalike audience ? And it sounds like she would create new lookalike audiences every now and then as the audience grew?
No, she didn't retarget. She just created a lookalike audience of people that watched 90% of the video she used in her ad and on her squeeze page. Eventually she got 100,000 plus views and the lookalike audience became extremely dialed in. There is no need to create a new lookalike audience because they are dynamic. They update with every action.
But just to offer some balance, I find lookalike audiences to be very hit or miss. Often they flop, often they do very well. But the one I was referencing was a great example of compounding optimization.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hi again,
Regarding this lookalike video approach, I'm thinking of doing a 60 second video that mixes up me talking with clips of the music video (with the music always on in the background.) I'm thinking of trying a couple of different videos along these lines to see which is most popular. One idea I had involves also throwing a message in a bottle into the river, liken it to reaching out to music lovers and saying something poignant/playful about it re: hoping it will reach people with excellent taste in music etc.
I know you said music videos can be a bit hit and miss, but in your experience do you think this kind of approach (mixing up chatting with the music video) is worth putting together and testing? I've got quite a good eye for putting things like this together I think ...
I'll definitely be experimenting with this myself but any guiding thoughts are welcome.
Thanks,
Karen
8:48 am
June 7, 2011
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I don't think there are any one size fits all answers here. It's really just about being authentic and creating a message that is a match for your market. I know this is a vague answer, but it always goes back to sitting across from a total stranger. All we know about them is that they like the artist we are targeting. Would they stop what they were doing and pay attention if you delivered the same basic content in person? Would they like it? If the answer is yes, then I think it can work.
While video is iffy, something tells me it may work well with you. And I think bouncing between music and talking, in a quirky, fun way, might do great. Only negative is that it's a bit of work, just to find out that the static image worked better (should that be the case).
But if you don't mind the work, I'd give it a crack.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Thanks for this.
Yes I'm preparing myself for a bit of work but also wanting to get my head around videos for my patreon funnel so it's good to experiment anyway.
Mostly it seems to me that this is worth a crack, because I really think that all my audiences are on the small side I think it's worth a try to find a lookalike approach that might potentially save me constant testing with small audiences. The two big audiences I've tested (Bjork and Florence) I only had 1 sale out of about 100 subs so that confirmed my suspicion that I should stick to more gut feeling audiences.
I'm still hoping to get Regina Spektor's audience down to $1 (running ads again tomorrow), and Facebook is now telling me her audience is way bigger than before, so if that can be trusted, that avenue is still potentially a good start towards breaking even in a sustainable way...
Karen
9:53 am
June 7, 2011
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Sounds good. Keep in mind that you can try all kinds of lookalike audiences. You can create a lookalike audience of people who like your Facebook page, who have landed on specific pages of your website, who are on your mailing list, etc. Typically it's a good idea to create a bunch of them and try things to see what works and what doesn't. Just exclude your audiences so there is no overlap. But in my experience, customer uploads are by far the most consistent.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Thanks for this. I assumed with all of the other lookalike audiences I just don't have enough numbers yet to bother trying...
I only have 8 customers so far so that one's not helpful yet.
I have 600 or so facebook likes and having created quick test custom audiences, I see that 2900 people have engaged with my page this year
web traffic is 1300
my mailing list is around the 300 mark.
So my questions are:
- with these kinds of low numbers, is it worth trying lookalike audiences based on the above ?
- do lookalike audiences tend to be way bigger than the original audience? Is there a ratio to expect vaguely? Baring in mind my purpose of doing this is to find big audiences. I already have small audiences that I reckon I could get down to reasonable prices if I faffed with all of them long enough!
Thanks,
Karen
9:28 am
June 7, 2011
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I think it's worth trying in every instance. You're right that the numbers are low, and they may be too low. But it takes very little to find out.
The lookalike audiences are a minimum of 1% of the population (in your target country) that most closely matches your source audience. So they are always huge by comparison.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
12:34 pm
June 7, 2011
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\m/
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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