Episode 89: Optimizing Your Facebook Advertising With Robert Vance

Want to learn how to do Facebook advertising to it's fullest it potential? Join my guest Robert Vance and I to learn all about it! Robert is a husband, father, author and business owner. He spent the first part of his life saving lives as a Fireman, Paramedic and a Police officer. Robert now helps businesses succeed using the internet and marketing automation to grow and expand their business giving them more free time to do the things they love and have the resources to do them. He got involved with the internet in 1997 when he built his first website and has been marketing on the internet in one form or the other since then. Robert has been working with Adwords since 2003 and with Youtube since 2008. Furthermore, he has created several successful funnels for clients that create exponential ROI. In 2015, he became an Infusionsoft certified consultant to further help his clients. And he has been using Infusionsoft to run his business since 2009. Robert is an expert in setting up sales funnels and making sure you can get those that do not sign up or become customers the first time back to your site so you have a better chance to convert them. Show Highlights: What is retargeting and how does it help my business?[1:40] Are there certain elements needed to retarget to the right customer? [4:30] The type of information can we learn from our Facebook advertising that can help us learn about our customers? [7:00] How can a dog walking company attract an audience in their community? [9:50] The benefits of working with a person like Robert and what you need to know about creating successful ads. [14:15] What is the bigger funnel? [16:30] A quick success story from Robert and how you can apply it to your business. [19:30] Tweetables: [Tweet "“It’s scary the stuff Facebook knows about us.”"] [Tweet "“Facebook is the largest database in the entire world and we need to start thinking of it like that.”"] [Tweet "“Retargeting and Facebook ads are only one piece of a bigger funnel.”"] [Tweet "“You need to know how much a client is worth to you.”"] Links: Connect with Robert Vance online! Visit his website at https://www.nitrogomarketing.com Downloadable Offer: Visit the website and request a consultation from the link on the website to find out how Robert can help you. Go to https://www.nitrogomarketing.com and fill out the form! Share The Show: Did you enjoy the show? We would love it if you subscribed today and left us a 5-star review! Click this link – Bella In Your Business Click on the ‘Subscribe’ button below the artwork Go to the ‘Ratings and Reviews’ section Click on ‘Write a Review’ Transcript: Bella: This is episode 89 of Bella in Your Business. Welcome to Bella in Your Business, where Bella will discuss anything and everything about your pet sitting business to help you land on target. So get ready—Bella's got your chute. Let's jump. Welcome to Bella in Your Business. My name is Bella Vasta, your host with Jump Consulting, and I'm here today with Robert Vance. He's a husband, father, author, and a business owner. He actually spent the first part of his life saving lives as a fireman, paramedic, and police officer. Now he helps businesses succeed using the internet and marketing automation to expand their businesses and give them more free time to do what they love. Some might even say he’s still saving lives—business lives, of course. He got involved with the internet way back in 1997 when he built his first website and has been marketing on the internet ever since. He's been using AdWords since 2003 and YouTube since 2008 and has created several successful ROI marketing funnels for numerous businesses. In 2015 he became an Infusionsoft Certified Consultant and has been using Infusionsoft since 2009. Robert is an expert—and one that I’ve actually hired—in setting up sales funnels and making sure that you're doing things right so that your customers keep coming back. Bella: Robert, welcome to the show. Robert: Thanks, Bella. Bella: Today I want to get our feet wet with retargeting. It's something new out there, and most of us pet sitters and dog walkers are novices at this whole Facebook marketing thing. Typically, you can find us putting up an advertisement saying we're looking for help or new clients and not really understanding what to do after that. So can you explain to us how we can get the best bang for our buck through retargeting and what exactly that is? Robert: The simplest way to think of retargeting is how you go to Amazon, look at a pair of shoes or a golf club or a dog leash, and then see that same product all over the internet. That’s Amazon using retargeting. Retargeting is a way to get what your customers are interested in back in front of them multiple times so they’re more likely to take action. Bella: So a small business like ours can do that? Robert: Yeah, any business that has a Facebook ad account or Google ad account can do it. You can use Facebook to retarget on Facebook and Google to retarget elsewhere. It’s best if you use both so that your brand is out there and recognized. When people are ready to make a decision, they’ll see your name and are more likely to contact you. Bella: Because we know people need to see our stuff many times before it registers and even more before they take action. So this retargeting really helps. It’s like the digital form of taking out an ad every month in a local publication. Robert: That’s a good analogy. It used to take five to seven touches before someone would take action, but now it’s seven to fourteen. Our time is so distracted—people see something on their phone, get interested, and forget. Retargeting increases the chance you’ll catch them when they’re ready. Bella: Let’s break it down conceptually. If I’m a dog walking company trying to get more clients, what are the elements I’d need to understand to make this work? Robert: You need to know your service area—that determines your targeting size. You need to know who your best and most profitable customers are because it makes targeting easier. For example, if you’re near lots of doctors’ offices, your ideal clients are health professionals who can’t get home at lunch to walk their dogs. Knowing those demographics helps you target them with specific ads and direct them to a focused page on your site—not your homepage. A homepage has too many options. You want one page with one call to action, like “Call us to schedule a consultation” or “Fill out this form for a quote.” Bella: And that also makes tracking easier. Robert: Exactly. With the Facebook pixel on your site, you can learn about your visitors—age, gender, location, even income levels or interests—once your audience hits a hundred people. Bella: So we could target women aged 40–45 in a five-mile radius who have pets and go out of town five times a year? Robert: Yes. Facebook’s data is huge. They even use data from third-party services about purchasing behavior, online activity, and life events. But the more specific you get, the more expensive it becomes. For local ads, I usually target 30,000 to 50,000 people. If your audience is too small, people see your ad too often and it loses effectiveness. Bella: That makes sense. So if we created a landing page aimed at, say, doctors who can’t leave work, and someone visits it but doesn’t fill out the contact form, we can still follow up with them? Robert: Yes, through remarketing. Many people only budget for the initial ads and skip the remarketing, which is a mistake. You’d set up your main ad, then a remarketing ad targeting those who visited your page but didn’t complete the form. You can track that easily if your form redirects to a thank-you page. Bella: That’s amazing. So someone visits our page but doesn’t convert—we can retarget them with another ad that’s more specific. Robert: Exactly. Just don’t make it creepy by calling out their exact traits. Keep it general but relatable—like showing a picture of a dog that tore up the living room with the caption, “Is your dog lonely and getting into trouble?” Bella: I love that! So, moving on—what kind of setup and mindset should business owners have if they want to work with someone like you? Robert: First, they need a website and a landing page with a clear call to action. They need tracking pixels installed for Facebook and Google, and they should be prepared to spend $5–$10 a day on ads, plus management costs of about $250–$500 a month depending on ad spend and setup. The first month might run around $750–$1,000 including setup. Bella: And this isn’t just an expense—it’s an investment that pays itself back when done right. This isn’t like a print ad you can’t change; you can tweak and optimize it daily. Robert: Exactly. You can test and refine ads in real time. And you also need an email follow-up process. If someone fills out your form and doesn’t get an immediate response, you’ll lose them. Even a quick “Thank you, I’ll be calling soon” message can make a big difference. Bella: Or even automate a response through a chatbot on your site that thanks them and offers a downloadable guide, like “How to Prepare for a Dog Walker.” Robert: That’s great—as long as you still make it personal later. Automation is helpful, but people crave real connection. Bella: Absolutely. So can you share a success story? Robert: Sure. I worked with a local dentist who wanted more clients. We ran Facebook ads and retargeting, and he got three to five new clients a month. The lifetime value of a dental client is around $10,000, so that’s $30,000–$50,000 in long-term revenue per month, not counting referrals. Bella: Wow. And that ties back to knowing how much a client is worth over their lifetime. Robert: Exactly. The rule of advertising is: he who can spend the most to acquire a client and still remain profitable wins. If you know a client brings $300 in revenue,