Facebook Conversion Tracking Explained

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• The essentials of Facebook conversion tracking
• The relationship between the global site pixel, custom conversions, and custom events
• What goes in under the hood
• Why tracking can fail
• Why the number of ‘leads’ Facebook is reporting might not reflect your true number of leads
• The difference between events and conversions
• Why these problems are nothing new!

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The 80/20 Principle of Ad Testing

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The ‘80/20’ or Pareto principle is an established mathematical fact. Everything in the world that can be impacted by positive or negative feedback loops is impacted by this… including your ads.

A small number of your ads will drive the most profit…

While a small number of ads will cost you large amounts of money.

Most of the time this effect is hidden. In this episode we explain how this works, why it is so important, and how to leverage the 80/20 effect in your paid ads strategy. Listen now to learn:

• What craters on the moon have to do with the success (and failure) of your ads
• What Jeff Bezos, Bill Gates and Waffen Buffet also have to do with the success of your ads
• Why ‘80’ and ‘20’ is misleading
• Why you need to be testing more ads… and expecting most of them to fail

For more on the 80/20 curve we recommend Perry Marshall’s book 80/20 Sales and Marketing.

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Messenger Marketing and Bot Building Explained

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Messenger Marketing and ‘Bot Building’ explained, in 21 minutes! 

Messenger marketing – the act of communicating with prospects and customers through Facebook’s messaging platform – is a big deal right now.

Most of us have at least one messaging platform installed on our phone, and on the face of it open and click through rates are extremely high.

On this episode we examine messenger marketing in detail, and look at some of the advantages and pitfalls. Listen now to learn:

• Why messenger marketing is NOT a replacement for email
• The difference between messenger marketing and messenger bots
• Key things to understand about Facebook Messenger
• When to use a bot… and when to not
• Why segmentation and interaction REALLY matters
• Differences between Facebook ads and messenger marketing (even though it’s the same platform)

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Landing Page Tips: Where to Send Paid Traffic

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How to construct and test appropriate landing pages for your paid search traffic, and key mistakes to avoid. Rob and Jonathan discuss:

• Why ‘ugly’ landing pages can sometimes convert best
• Whether to create pages in a page builder, or just use your existing website
• Why there isn’t a single best landing page format
• What landing pages to use for remarketing traffic
• How to create synergy between ad and landing page
• Core principles for landing page design
• How to monitor and improve page load time (and why this matters)
• The landing page mistake that gives Rob ‘red mist’ rage

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Email Storytelling Tips: How to Tell Stories That Build Trust

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This episode is about the art of email storytelling. If you need to communicate with your audience over a long period of time, you need to be telling stories.

• How to tell your story in a way that builds trust
• Where to place your story in your marketing systems
• The fundamental role stories play in the transfer of knowledge
• Why NOT telling your story is like asking your customers to repeatedly eat dry bread
• How my email storytelling process came about
• How to negotiate our fears when telling personal stories
• How many emails you need to tell your ‘core story’
• Why you’re probably being too hard on your storytelling efforts
• Why most business stories really suck
• Key ingredients of a successful story
• The single most powerful story you can tell

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