Publish Date : August 22, 2016 | Category: ,

Ep. 25 – How To Use Facebook Ads To Work Smarter & Scale Your Business – with Kamila Gornia

We are geeking out about sales funnels with Facebook Advertising Expert Kamila Gornia. Kamila is a powerhouse digital marketing strategist for modern entrepreneurs who want to get seen, and get paid, online for doing what they love (PLUS: she’s also my very own Facebook advertising manager too)!

Time Stamped Show Notes

  • 0:00 – Introduction
  • 0:45 – If you want a sales funnel to work, you have to send traffic to it. Facebook ads are a great way to do that – and Kamila is a master at Facebook ads.
  • 1:30 – “Scale up and blow up.” Kamila’s mission is to help passionate, driven entrepreneurs spread their unique message to a broader audience with digital marketing.
  • 5:30 – Why should business owners run Facebook ads, and who should do it in particular? “Basically, if you have a business and you want to get more clients, or more customers, you should be using Facebook ads,” unless your products are related to drugs, alcohol, sex or gambling.
  • 6:10 – People tend to be afraid of Facebook ads because they are so complicated, but Kamila assures us that this is not the case.
  • 6:40 – You either have to invest time into manually, personally marketing products on Facebook and building SEO… or you can Work Smarter, work less and let Facebook Ads do the work for you. The ultimate goal is the same: you are still driving traffic.
  • 7:40 – If you are brand new, don’t start running ads right away, “If you are not entirely clear who you are trying to sell to, or what you’re selling.”
  • 8:45 – Kamila has three tips for getting great results with Facebook Ads.
  • 8:55 – Tip #1: Get all of your ducks in order before you spend a cent on Facebook ads. Make sure you have your offers ready, know your ideal customer, know the purpose of the ad, and have a sales funnel in place.
  • 9:30 – Sales funnels are a very important part of using Facebook Ads. “What’s the point of you growing your list, or getting people interested in what you have to offer, then not doing anything with those leads… like anything at all.” You’re making it harder to get the return.
  • 10:30 – A lot of the people who say they are Facebook Advertising Experts only focus on getting engagement or likes on a page, and there’s no real strategy or funnel in place to turn those ads into cash. Not Kamila!
  • 11:30 - Tip #2: Know the best types of Facebook Ads for you to run based on the marketing strategy that you have.
  • 11:40 – Page Like ads will grow your page, which can be good if you are starting from 0, but your Likes will increase regardless of which types of ad you run. Re-targeting Like ads is often more expensive, and less effective, than targeted cold traffic. It’s better to focus on a sales funnel and conversion system.
  • 13:10 – The best type of ad to focus on is Website Conversion. Use an ad to drive traffic to a landing page, webinar page, or whatever you are trying to get leads for.
  • 13:25 – You can also run Clicks to Website ads, if you are planning on pixeling them so that you can then run re-targeting ads and make those conversions cheaper.
  • 14:30 – “A conversion is when someone visits that site, and then actually converts into being a lead.” The people who click on your Facebook ad convert when they opt-in.
  • 15:10 – If your goal is to get leads, Clicks To Website ads are not the best choice, because Facebook will optimize the ad by showing it to people who are the most likely to click on the ad, not the most likely to convert by clicking through to the site and opting in.
  • 16:30 – Within 24 hours of Kamila setting up my first two Website Conversion ads, the click through rate was over 10%. It can be difficult to get a 1% click through rate – I have been able to get 3-4% myself.
  • 17:05 – Kamila is running ads to a cold audience, and the ads have a cost per lead of less than $2. That’s going directly to one of my webinars.
  • 18:00 – For most service- and value-based businesses, Kamila has specific benchmarks:
    • She tries to keep cost per conversion around or under $3.50
    • For evergreen opt-ins (checklists, toolkits, ebooks), she tries to keep the cost per conversion under $2.00. Sometimes they will be $1.00 or less.
  • 22:55 – Tip #3: Know what to track.
    • When you are running the right types of ads, Website Conversion Ads, you will be very easily able to track the cost per conversion.
    • Click through rate is the percentage of people who actually click on your ad after seeing it
    • If you aren’t able to run website conversion ads, overall clicks and the conversions is important
    • Look at the relevant score, which you can check on the Ad level. If people flag your ad, or a lot of people see it and don’t click on it, then Facebook might not like you or suspend your account. Any score above 6 is good. If the score is less than 5, tweak the ad or the offer.
  • 23:25 – Any metric under 1% needs to be improved. You either need to work on the ad itself, or adjust the audience it is being marketed towards.
  • 23:50 – If your conversion is low and your click through rate is low, you know that people aren’t going to the site to convert. You probably need to work on the ad itself to pull more people in.
  • 24:05 – If the click through rate is high, but the conversion is low, then the offer probably needs to be improved.
  • 25:30 – Testing ads is incredibly important. Sometimes changing the copy or presentation of the ad will frame your audience differently, and prepare them to convert more often.
  • 31:00 – Kamila has a gift to help you get all of your ducks in order. She has an e-book that will help you structure your strategy, build a good offer and set up effective funnels.

About Kamila

  • Kamila Gornia is a powerhouse digital marketing strategist for modern entrepreneurs who wanna get seen + get paid online doing what they love so they become leaders in their space and blow up the Internet with their message.
  • An unapologetically edgy tattooed redhead who values real results and keepin’ it real, Kamila’s on a mission to help other passionate, driven entrepreneurs spread their unique message to a broader audience with digital marketing. (Or, as she calls it, scale up and blow up).
  • From growing her very first website (at the ripe age of 12) to 40K views in under 5 months to running a successful wellness blog with over 45,000 monthly readers and 100K views per month (and selling it later for thousands), Kamila has street cred when it comes to creating consistent revenue streams with effective marketing and list-building.
  • Today, she’s packaged up everything she knows from 10 years in the digital game to help small businesses with heart behind their hustle grow their fans, followers and funds with her tried-and-true strategies, with killer marketing consulting services and sought-after e-courses.


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