#139: [Case Study] How a Kickstarter Campaign Raised $441K (3x Goal) with Facebook Ads

05/31/17 • 44 min

On today’s show, we’re talking about the Facebook ads strategy that was used in a Kickstarter campaign that reached its goal of $150K in just 17 hours and went on to raise a total of $441K.

And joining me to share how he did it is Justin Richard from Convert Marketing, a Facebook ads agency in Santa Barbara, CA.

Justin is actually a student of mine and regular listener of The Art of Paid Traffic, and even though he comes from a background other than business, he’s a great example of someone who has effectively implemented the strategies and tools we talk about on this podcast.

He shares how he got started in the online marketing world (after a degree in film), and how it led to the campaign with Maluna Coolers where they smashed a Kickstarter goal of $150,000 and turned it into almost $450,000 – in just 17 hours.

On the Show Today You’ll Learn:

Justin’s 6-step method for how they raised $441K on Kickstarter -- almost 3x their goal
The philosophy behind WHY he created and followed this strategy
The FB ads strategy he used to build a FB group community of almost 9K people and then how they leveraged that group to drive the success on Kickstarter
What he considers the real magic behind his success
What is the “Gruen Effect” and how it can be applied to online marketing
How they tracked the success of their Kickstarter ads since you can’t place the FB pixel on the site.
How they set up the actual Kickstarter campaign including the video storyboarding and incentives they offered.
Why it’s good to have multiple offers and product variations when using the Kickstarter platform
The importance of building scarcity into your offer…
And a whole lot more…

As you’ll hear, Justin faced challenges and struggles in his first year of business, but this conversation with him really highlights why following the fundamentals can lead to success when it comes to your marketing.

ADvantage Plus

I’m BEYOND excited to announce the creation of my brand new group coaching program -- ADvantage Plus!

ADvantage Plus is a 12-month application-only group coaching program which includes the following:

A Group video coaching call (face-to-face on Zoom) with me each month
A bonus Group coaching call each month with a subject matter expert
2 two-day group Live Events in San Diego with me
Ticket to attend both of my FBA Live workshops (multi-day training/implementation workshops in San Diego in December & May)
Private Facebook Group

Accountability, Community, Coaching

This group coaching program is all about accountability, community and coaching.

THIS is the stuff that puts you on an accelerated growth path in your business.

Yet, it’s so often missing for so many online entrepreneurs.

If you’re an online entrepreneur who is scaling, growing & automating your business...

And you’re ready to surround yourself with other successful, like-minded and motivated entrepreneurs and accelerate the growth of your business...

And you feel like strategizing, coaching and networking is currently missing in your business…

I'd like to invite you to learn more and submit your application for the ADvantage Plus coaching program here

**The deadline for applications is June 30th, 2017!

On today’s show, we’re talking about the Facebook ads strategy that was used in a Kickstarter campaign that reached its goal of $150K in just 17 hours and went on to raise a total of $441K.

And joining me to share how he did it is Justin Richard from Convert Marketing, a Facebook ads agency in Santa Barbara, CA.

On the Show Today You’ll Learn:

Justin’s 6-step method for how they raised $441K on Kickstarter -- almost 3x their goal
The philosophy behind WHY he created and followed this strategy
The FB ads strategy he used to build a FB group community of almost 9K people and then how they leveraged that group to drive the success on Kickstarter
What he considers the real magic behind his success
What is the “Gruen Effect” and how it can be applied to online marketing
How they tracked the success of their Kickstarter ads since you can’t place the FB pixel on the site.
How they set up the actual Kickstarter campaign including the video storyboarding and incentives they offered.
Why it’s good to have multiple offers and product variations when using the Kickstarter platform
The importance of building scarcity into your offer…
And a whole lot more…

ADvantage Plus

I’m BEYOND excited to announce the creation of my brand new group coaching program -- ADvantage Plus!

ADvantage Plus is a 12-month application-only group coaching program which includes the following:

A Group video coaching call (face-to-face on Zoom) with me each month
A bonus Group coaching call each month with a subject matter expert
2 two-day group Live Events in San Diego with me
Ticket to attend both of my FBA Live workshops (multi-day training/implementation workshops in San Diego in December & May)
Private Facebook Group

Accountability, Community, Coaching

This group coaching program is all about accountability, community and coaching.

THIS is the stuff that puts you on an accelerated growth path in your business.

Yet, it’s so often missing for so many online entrepreneurs.

If you’re an online entrepreneur who is scaling, growing & automating your business...

And you’re ready to surround yourself with other successful, like-minded and motivated entrepreneurs and accelerate the growth of your business...

And you feel like strategizing, coaching and networking is currently missing in your business…

I'd like to invite you to learn more and submit your application for the ADvantage Plus coaching program here

**The deadline for applications is June 30th, 2017!

Previous Episode

#138: Facebook Ad “Objectives”: What They Mean + How to Use Them

On today’s episode, we’re talking all about Facebook ad “Objectives”.

Specifically…

What’s the difference between each ad Objective
Which one to choose
How to use them
What they mean in your Facebook ad campaign
And, some exceptions you might want to make when it comes to choosing your ad Objective.

I covered Facebook ad Objectives back on episode 110, but I still get a ton of questions every week about this topic AND the Objectives have changed and consolidated since then.

So we’re gonna dive head first into it all today…

New Facebook Ads Feature!

Facebook is gradually rolling out brand new feature and it’s very relevant to what we’re talking about on today’s episode, with better understanding Objectives.

You know how when you launch a Facebook ad campaign with the ‘Conversions’ Objective and you’ve selected the conversion you want to optimize for at the Ad Set level?

Well, if your Ad Set isn’t getting many conversions right after it starts running, delivery of that ad might be limited.

The reason for that is because your pixel isn’t getting enough data to learn who is converting on your ads. Remember, when you’re Objective is conversions, the pixel needs 15-25 conversions per week -- enough data to begin “learning” who is converting.

Now, with this new feature, you’re going to have the option to improve delivery.

You’ll be able to allow an Ad Set to temporarily “fall back” to optimizing for clicks (remember our Objective here is ‘Conversions’ and thus we’re optimizing for a specific conversion like opt-ins or registrations), IF Facebook doesn't have enough conversion data to optimize for the conversion on the Facebook pixel that the Ad Set is being optimized for.

Delivery will then be boosted by optimizing for link clicks in the initial stages of the Ad Set IF the Ad Set is under-delivering.

With this new feature, you’ll have two options to choose from:

Standard:

This option sets a strict end point for when Facebook will stop optimizing for link clicks -- after 15-25 conversions, 1,000 link clicks or 7 days (whichever comes first).

From then on, the Facebook will only optimize for conversions - even if that means Facebook can't find enough conversions for you and the Ad Set stops delivering before the budget is spent.

Extended:

This option optimizes for link clicks and conversions until the Ad Set captures 15-25 conversions or the budget is spent.

If the Ad Set doesn’t capture 15-25 conversions, the full budget may be spent on many link clicks and few conversions.

Soooo, be on the lookout in your Power Editor and Ads Manager.

This is pretty cool stuff and I’m excited about this new feature!

Facebook Ad Objectives

As you can see from the above image, the Objectives are broken into 3 sections:

Awareness: Objectives that generate interest in your product or service.
Consideration: Objectives that get people to start thinking about your business and look for more information about it.
Conversions: Objectives that encourage people interested in your business to purchase or use your product or service.

These are the 3 phases of a sales funne...

Next Episode

Facebook Ads Strategy for e-Commerce & Physical Products with Steve Chou

On today’s show we’re talking about e-commerce and marketing physical products online, and joining me to share his insight and experience is Steve Chew from mywifequitherjob.com.

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Cut your lead gen costs in HALF with my $37 mini-course–NOW only $17!
Visit The Art of Online Business website for Facebook Ads help

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Steve runs an e-commerce site called Bumblebeelinens.com which he started with his wife back in 2007. I’ve known of Steve for a few years now, and whenever I’ve heard him speak I’ve always been impressed with him.

Then, at Social Media Marketing World in March, we finally met in person -- and here we are today, I'm pumped to have him join us on the show. Steve is an expert on customer acquisitions, elaborate Facebook ad strategies, Google AdWords, content re-marketing, landing pages, carts and funnels to optimize e-commerce businesses. We get into a TON of stuff today as we break down how he markets his e-commerce business.

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