Facebook ninja prelaunch

Becoming A
Facebook Ninja
The Pre-launch Renegade

by Justin Bucci

DISCLAIMER:
I am a straight to the point kind of person, I don’t like fluff, fillers, or confusion. So I
will never waste your time or beat around the bush. I will give you only clear concise
step-by-step blueprints of what you must follow to achieve freedom online.

LEGAL NOTICE:
This book is copyrighted. All Right Reserved.
You may not sell this book, give it away, display it publicly, nor may you distribute
it in any form whatsoever.
While reasonable attempts have been made to ensure the accuracy of the
information provided in this publication, the author does not assume any
responsibility for errors, omissions or contrary interpretation of this information
and any damages or costs incurred by that.
The Author does not warrant or represent at any time that the contents herein
are completely accurate due to the rapidly changing nature of the internet.
This book is not intended for use as source of legal, business, accounting or
financial advice.
All readers are advised to seek services of competent professionals in legal,
business, accounting, and finance field.
While examples of past results may be used occasionally in this work, they
are intended to be for purposes of example only. No representation is made or
implied that the reader will do as well from using the techniques.
The author does not assume any responsibility or liability whatsoever for what
readers choose to do with this information. They should use their own judgment.
Any perceived slight of specific people or organization, and any resemblance to
characters living, dead or otherwise, real or fictitious, is purely unintentional.
In practical advice reports, like anything else in life, there are no guarantees
of income made. Readers are cautioned to rely on their own judgment regarding
their individual circumstances to act accordingly.
You are encouraged to print this book for reading ease. Use this information at
your own risk.

Copyright @ 2013 FBNinjaFormula.com

Table of Contents

Facebook Ninja Technique . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Step #1 CHOOSING A VERTICAL. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Step #2 CHOOSING AN OFFER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Step #3 TALK TO YOUR AFFILIATE MANAGER . . . . . . . . . . . . . . . . . . . . . 7
Step #4 TARGETING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Step #5 AD IMAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Step #6 AD HEADLINE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Step #7 AD BODY COPY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Step #8 TRACKING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Step #9 OPTIMIZATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Step #10 SCALING THAT S^#@T UP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

CONLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31


Facebook Ninja Technique
You are about to learn the Single Most Viral Approach to
Facebook Marketing Ever.
Imagine Creating Thousands Of Raving Lunatics on FB
That want what you have...

First Understand The Basics:
1. Cheaper & Easier To Run “Like” Campaigns
2. Lower CPCs on “Like” Campaigns.
3. FB Loves it They Keep All The Traffic!
4. Trending Topics Get Higher Likes
5. Competitive Niches Have Higher CPC

How Do We Profit?
1. Engage The Fans
2. Post Status Updates
3. Post Viral Pics That Get Shares
4. Link In Description of Image Always!

Posting Trending Pics/ News Stories Will Get Maximum Shares
And Increase Your Reach!
So Set Google Alerts For Your Keywords :)


Step #1

CHOOSING A VERTICAL
I’m going to immediately rule out anything that would require our visitors to
whip out their credit card and use their cold hard cash. It’s hard enough learning
the ropes and making a profit at first on Facebook, we don’t want to add to
that by trying to get a bunch of people who are playing Farmville and tagging
themselves all of a sudden get interrupted and pay for something...
That being said, there are some key verticals/niches that do better on Facebook
than others. These include:
„„ Dating
„„ Games (Online, MMO, etc.)
„„ Education
„„ Auto Insurance
„„ Pop Culture/Current Events

These verticals all fall in line with the Facebook theme in that they are social,
entertaining, or free.


Step #2

CHOOSING AN OFFER
This is often an area I see newer CPA marketers and newer Facebook marketers
struggle. Choosing the right offer can mean the difference between a winning
campaign and a losing one, or even the difference between breaking even or
making a bit of money and making 100-200% ROI.
One thing you should not do is simply login to your CPA network and blindly
pick something that sounds ‘good.’ Also be wary of the ‘Top Offers’ so often
advertised on CPA network newsletters and dashboards. These may be top
performers, but they are also being promoted by tons of people.
Competition will be high and the market can become saturated. That is,
Facebook users will eventually stop clicking through these offers as they are
being bombarded already.

I have 7 steps or criteria that I check when looking for offers.
These are:
1. Talk to Affiliate Manager
2. Be Cautious about Top Offers
3. Look at the Offer’s Landing Page
4. Verify the Offer’s Terms/Requirements
5. Geography – US, International, etc?
6. New or Established Offer?
7. Check Payout and EPC


Step #3

Talk to Your Affiliate Manager
Your Affiliate Manager (AM) is really a strong resource, and one you should
leverage. One of my first pieces of advice to people new to CPA is form a
relationship with your AMs at the various networks. They have knowledge of
offer performance and such and in many cases are marketers just like you. Be
candid with them and ask which offers they’d recommend or which ones are
doing well on Facebook.
You’ll often get responses with dating offers and such. Don’t be afraid to ask
for more details or additional options. Maybe you’d rather do a game offer, ask
them about any

Offer Landing Page
There isn’t any rocket science here, as you do this more you’ll get a better gut
read as to whether a landing page is good or not.
Don’t waste a bunch of time here. Even if the page is bad, you can work with
this by putting your own bridge page in between. However, when starting out, if
you can find a great looking LP that you can use when direct linking, you have a
better shot at a positive ROI campaign.

Offer Terms/Requirements
This is extremely important. You need to know what action is required for you to
get paid.


Steer clear of certain types such as mobile pin submits. Facebook does not
like these, nor do they like direct downloads. Also, be careful with e-mail/zip
submits when direct linking. Some people do get away with this, but personally
I’ve seen some issues there, and I’d recommend not risking it.

US or International? Both?
Don’t let international offers scare you. In fact, you’ll often find great ROI outside
the US. This is due to their being less competition in many cases.
US offers often pay out more, but remember that US traffic often costs more.
Additionally there are a lot of affiliates promoting US offers, far more than
international. The main thing overall is to consider both the payout and the
competition.
If doing a foreign language campaign, get a good translation. I recommend
onehourtranslation.com. They are cheap and do a great job. Trust me on this.
Also, if targeting outside of the US, you will need to geo-target unless the
affiliate link redirects to a US version of the offer.

Payout and EPC
Payout and EPC are important, but I want to stress one thing. Do not look at
these alone.
Also, remember that payouts change. In fact, I urge you to always ALWAYS ask
your AM about potential payout bumps (bumps) for an offer. This is where they
offer to pay you more per conversion than what is listed. They have room and
they’ll do this if you can push volume to them.


Step #4

TARGETING
If I sent you out into the wilderness with a backpack full of microwave dinners
and an electric heater, do you think you’d have an easy time surviving?
Now what if I gave you the choice to pick either that backpack, or one with a
tent, sleeping bag, compass, matches, food rations, a gun for hunting, first aid
kit, etc.
Well, welcome to Facebook marketing my friends. We are given an amazing tool
to dial in our target audience, and every day I see people targeting something
like the following:
„„ Offer – Match.com
„„ Location – US
„„ Gender – Male
„„ Age – 18-50

That’s it. Nothing more. That’s like going out there with your awesome Junior
Woodchuck pack and then using only the matches and the rations. There is SO
much more you can do, and you need to if you want to really be successful.
The biggest difference between winning and losing campaigns is targeting. Not
images, or ad copy, or landing pages. It’s targeting. There are tons of options at
our disposal, use them!


Let me Repeat that in Caps Now *THE BIGGEST DIFFERENCE BETWEEN
WINNING AND LOSING CAMPAIGNS IS TARGETING*
Okay Now that we got that out of the way lets roll...

Research
Before we setup our ad, we need to do some research. The goal is to
gather key information that we can use to plugin to Facebook’s
demographics options.

Quantcast
We’re going to enter the site of the offer we’re promoting here and gather some
key information.


This was using the site www.okcupid.com You can see the statistics for gender,
age, race, has kids, income, and educational level. This information is very
valuable. To make things even simpler for you, you can click the See More link to
have the information spelled out for you.
Use this information to with Facebook’s demographics targeting tools, and you
are already ahead of 95% of other Facebook marketers out there.


Alexa
Alexa.com is another great website statistics and demographics information site.

If you scroll lower, you’ll see an option to get more advanced demographics
information by installing the Alexa Toolbar. If you do this, you’ll have a toolbar
you can use to show you this information when you navigate to the site being
researched.
Here you can get some great information on income level, ethnicity, and
browsing location. Below you will see an image of the advanced demographics
for okcupid.com, showing ethnicity.

Basic Targeting
Targeting can be broken down into two categories, basic and advanced. First
we’ll go over basic targeting. As seen below, these are the categories.
Location
Age
Gender
Interested In
Relationship Status
Language
Education Level


Location
This is a great way to help laser-target your traffic. First off, if possible I’d
recommend finding offers in foreign language countries as the traffic is typically
cheaper and there is less competition. However, even in the US, you can help laser
target by choosing State and City. This is useful for insurance and educational
campaigns, and can be used in general as a way to call out specific regions.
The ad below is just one example where I targeted men living in Mumbai. This
particular one was pulling .431% before the offer was pulled:

Do you see how I’m calling out the guy’s location in the headline? This can work
wonders on certain campaigns.

Age
This one is really basic, but not often used the best way. Imagine a dating offer
targeting women. 18-25 year olds and 40-45 year olds would likely be looking
for different things in a man.
As a general rule, I like to target in no more than 5 year increments. You can drill
down even more, but to start try these groupings:
„„ 18-21
„„ 22-25
„„ 26-30
„„ 31-35
„„ 36-40
„„ 41-45


Advanced Targeting
This is where the true power of Facebook lies. This is where we separate the
pros from the Joe’s (no offense if your name is Joe). In all seriousness, this
is one of the most important factors in Facebook Ads success. Yet it is rarely
utilized as often as it should be.

Likes and Interests
Likes and interests are the cornerstone of advanced targeting. This is really
where we key in on specific audiences for our ads. There are two types of
targeting here, Precise Interests and Broad Category Targeting.
Imagine that you are promoting an offer for an online World War II themed
computer game. Not only could you target people who like similar games (i.e.
Call of Duty, Medal of Honor, etc), but you could also target interests such as
World War II in general, or World War II-related interests, such as Normandy
Landings or Axis Powers, etc.
What if you targeted men who like a specific sports team? Now you have an audience
that is both passionate and looking for what you are offering. Put a related picture
and ad and landing page up and you could have a very successful campaign.
The point is to start thinking about creative ways to reach audiences that will
be receptive to your ads. Yes, there are the obvious ones, but it’s finding the
creative avenues that often yields success. This is especially true with highly
competitive markets.
To illustrate this, I’ll give another example. Using Broad Category Targeting, you
can choose people with a Birthday within the week as shown below:


I’ve used this to market multiple things including video/online gaming offers.
You can create an ad calling out the person’s birthday coming up and telling
them to play for free on their birthday.

Workplace
Workplace targeting is another rarely used option that can give you an edge in
your campaigns.
We can then take this a step further and we can target a company or companies
with a number of minimum wage-positions (i.e. Wal-Mart, McDonalds, Mall
Stores, etc.) and use this to call out our targets and market a scholarship/grant
offers, work from home offers, etc.


Step #5

AD IMAGE
The ad image is one of the most important aspects affecting your CTR. The
image is what draws attention to your ad. Many people click an ad based on the
image alone. This is the tool you will use to pull the viewers’ eyes to your ad and
get their attention.
Below are 3 images. Which of the three grabs your attention the most?

I’m guessing you picked the one on the right. That’s because it’s a crazy image.
What the hell is going on that there is an upside down house?
Depending on the niche you have chosen, you may have different limitations
in terms of the images you can start with. For example, dating ads marketed
toward men should include a woman and some gaming offers require in-game
images.
As a rule of thumb, I’ll usually start with 10-20 ad images, and optimize from
there.


Enhancing/Editing the Image
One often overlooked technique for finding great images for your ads is simply
editing them yourself. The purpose of your ad is to draw attention and get the
click.
We’re going to edit or enhance the image using a graphics editing software. I use
Adobe Photoshop, but you can use similar tools like gimp, SumoPaint, or Pixlr.
We’ll start out with some creative ways to make the image stand out and then
look at image adjustments as we would typically make those adjustments just
prior to resizing and saving the image for submission.

Eye-Popping Trick – Borders
Borders are nothing new in Facebook. In fact they are so tried and tested that I
recommend always split-testing between borders and no borders.

I know I know there will be millions of clicks waiting for me, but this is just to
illustrate the difference between the base image, and the image with a little
photo-editing magic. (I Used Pixlr for this).

Eye-Popping Trick – Damage Numbers
This is really something that’s related to video game type offers. Here, we take a
basic in-game screenshot, as many offers require, and make it more exciting.


The trick here is to go BIG. In the images below, the original damage numbers
are too small to see. Gamers want to see how Epic they can get, and showing
these huge numbers gets them interested. Look at the following two images:

Make it Relevant
So we all agree and understand that we need to make our ad stand out. Our
images are getting us there, perfect. Ok, not so fast. We have to be sure that our
image is also relevant to our offer.
Following are some examples.
Gaming
„„ In-game images
„„ Related images (i.e. game art)
„„ Related subject matter (i.e. World War II for World War II games)
„„ Crazy or shocking images (i.e. Upside down house, beat up/bloody person,

etc)
Dating
„„ Attractive, but real people (no super-models). Must be attainable or almost

attainable-looking
„„ Females tend to be best, even in many female-targeted ads (don’t neglect to

test here)


„„ Interest-related (i.e. outdoor, hiking, sports teams). Stay away from some

interests (i.e. fishing, hunting, etc.)
Education
„„ Academia images (i.e. universities, students)
„„ Success/finance-related (i.e. money, happy/affluent people/couples)
„„ Financially struggling (frustrated couples, bills, overdrawn balances)
„„ Positive workplace (happy professionals, business lunches, success)
„„ Negative workplace (difficult job images, frustration, low-paying jobs)


Step #6

AD HEADLINE
The ad headline or subject also looks like a title for the ad. It’s the line just
above the image. This is also another opportunity to grab attention.
You can do this by asking a question, and you can do this by including a call to
action. You can also do this by calling out the audience.
Examples of a question are:
„„ Do You Love Ferraris?
„„ Let Me Take You Out?

Examples of a call to action are:
„„ Click Here Now!
„„ Join Us Today!

Personally, I like using questions. They engage the viewer more directly and
spark more interest. Something I also like doing is adding quotes because it
helps make things seem more personal.
Calling out your targets in the headline can work nicely as well. In these cases
we will focus on geography, interests, etc.


Examples of calling out are:
„„ Want a Real WWII Game?
„„ Hey Ladies in Newark!

Both of these examples could lead to higher CTR, and thus lower CPC.
As a rule of thumb I’ll usually start with 2 headlines and optimize from there.

Make it Relevant and Bold
Again, we want to be as relevant as possible here. Making a bold statement
is one thing, but if it doesn’t relate to the offer, you may get clicks, but your
conversions will suffer.
If you aren’t able to think of anything, remember to start with the need you
are trying to fulfill and go from there. If it’s a dating campaign, the needs are
companionship, sex, adventure, etc. If it’s an insurance campaign the needs are
protection, cost savings, piece of mind, etc.
Remember, don’t overthink this. When in doubt, keep it simple.
Here are some examples:
„„ Are You a Bears Fan?
„„ Want to Master Cityville?
„„ Build a Better Life Now!
„„ Love Pugs?


Step #7

AD BODY COPY
Your body copy can be just as important as your headline or even your image
in some cases. You have 135 characters to sell, force action, describe. You can
use it as your sales letter (a very short sales letter), and you can use it as your
call to action.
As a rule of thumb, I’ll usually pick 2 body copies to start with and optimize from there.

Sales Copy
Your image grabbed their attention, your headline pulled them further in, now it’s
time to close the deal.
You need to give the visitor the benefits of clicking through and signing up or
completing the action. Remember benefits, not features. If it’s a dating site,
features might include:
„„ Browse pics
„„ Send messages
„„ Chat online

While these are all great, you can do all of this already on Facebook, so why do
they need to click. On the other hand, some benefits for a dating site might be:
„„ Find like-minded individuals
„„ Meet now and go out tonight (or this weekend, etc)


„„ Be hooked up with people according to YOUR criteria
„„ Meet future husband/wife
„„ Find a man/women who loves kids

The key here is to get the visitor to picture themselves experiencing the benefits.
Always thing WIIFM (What’s In It For Me)? This is what goes through the minds
of everyone you are targeting.

Call to Action
The other focus of your copy is to issue a Call to Action (CTA). This is where you
tell them what to do next, make them click.
Here are some examples, and while they may seem very basic, you don’t often
need more than that:
„„ Click here now!
„„ Sign up today!
„„ Click here to find out!
„„ Change your life today, click here now!

You can get a little creative here as the last one is simply an expanded version
of the first example. The main thing here is you are telling them to do what you
want them to do.
Note: Relevancy is still key here as clicks without conversions is simply wasted
money.

Landing Page Principle – Keep it Clean
Your landing page ultimately should serve one main driving purpose. Either you
are going to push your target to continue on to the offer, or you are going to
capture the lead and then guide them onward.


Ultimately all you need are the following:
„„ Headline/Banner
„„ Images – 1 large or multiple small
„„ Bullet Points – BENEFITS
„„ Clear, big call to action button

Follow this recipe and you’ll see much better results. Following is one of the
landing pages I did for a different dating campaign that did much better.

A Sales Letter, Call to Action, and the
Bridge(Landing Page) To Profits!
Instead of focusing on one or two key benefits in the ad, you can include a bullet
list of all the benefits they will experience by clicking through and signing up.
If it’s a scholarship offer, you can list things like the following:
„„ Start a new, exciting career
„„ Become irreplaceable
„„ Double or triple your income
„„ Secure a safe and comfortable future for you and your family
„„ Fast approval

There are many more options, but you can see how having the space to add 3-6
key features can really help sell the offer better.

The Golden Rule of Bidding and Click Costs
There is really only one golden rule when it comes to click costs. CTR drives
CPC. The average ad on Facebook performs at around a .02% CTR. This is very
low, and with the prices Facebook charges, this will drain your funds fast.
Remember, the higher your CTR, the lower your CPC. They are inversely related.
This is rule #1, #2, and #3 when it comes to click costs!


Step #8

TRACKING
In order to be successful with Facebook Ads, it is critical that we track
everything. Tracking is the process of taking all of the data available to us and
analyzing it.
To put it bluntly, Tracking = Money.
There are some key components that we must track. These are data that tell us
how our ads our performing at a granular level. These include:
„„ Impressions/Reach
„„ Clicks
„„ CPC
„„ Conversions
„„ CR
„„ EPC

Free Tracking
You have some good free options here. These include Tracking202 (http://www.
tracking202.com), Prosper202 (http://prosper.tracking202.com), and manual
tracking (i.e. spreadsheets, etc).


Of these options I HIGHLY recommend Prosper202. Prosper202 is exactly the
same as Tracking202, however Prosper202 is self-hosted, while Tracking202 is
a hosted free application.
I wont go into much Detail but Basically you need to Install Prosper202 onto a
Domain or Subdomain and create a MySQL Database. It sounds compliated but
it couldnt be any easier then clicking a few buttons and writing a username and
password.. Go YOUTUBE IT!


Step #9

OPTIMIZATION
The goal here is that you eliminate the losers and expand on the winners,
ultimately leading to positive ROI.

Golden Rules
First off, you need some volume to have accurate information. If you don’t get
a click after 500 impressions, don’t worry. Give it some time. Generally I would
wait 48 Hours Before Changing a Campaign around if it received no Clicks.

Setting Up the Campaign
When setting up a campaign, I like to start with the following:
„„ 10-20 Images
„„ 2 Headlines
„„ 1-2 Body Copies
„„ 1-2 Landing Pages (if using landing page)
„„ I often start a campaign without a landing page if I’m testing the offer out for

the first time. This way I can get quick data on whether or not it converts.

CTR and Spend HOT TIPS
Many people will tell you to shoot for .1% or higher CTR. While I do agree with
this, I like to take this a step further and try for .15-.2% or higher.


Watch your ads during the initial launch period. If an ad receives no clicks in
2000 impressions, kill it. It hasn’t worked yet, it likely won’t in the future.
When testing a campaign and a new offer, don’t come to any conclusions prior
to spending 10 times the offer payout amount. If the payout is $3.00, spend at
least $30 testing it. If you spend 10 times the payout and don’t get a conversion,
it’s likely that the offer will be hard to convert and you can move on.
At The End Of The day we are looking for a Postitive ROI so remember its a
numbers game and if you want a Lower CPC and Higher CTR keep it relevant and
within Facebook.

Eliminate the Losers, and Serenade the Winners
We just talked about which ads to cut and why. Here are the keys:
„„ If no clicks after 2000 impressions, kill the ad.
„„ If the ad has below .1% CTR after 5000 impressions, kill the ad.
„„ If the ad has a positive ROI, it’s a keeper, regardless of the above stats.

Serenading Winners A.K.A (Split Testing)
Winning ads are music to a marketers ears. A single positive ROI ad can turn
an entire campaign into a cash machine. Basically we are going to Split Test
different Variables to find the Highest ROI :)
Let’s say we have a winner or a near winner. What could be done differently to
make it a bigger winner?
„„ Day Parting/Week Parting – This is where we review data for CTR and

conversions across a different time periods. For example, dating campaigns
often perform far better in evening/after work hours. Some gaming
campaigns perform much better on weekends.


„„ Break Down Age Groups – You may have them broken into 5 year

increments, but sometimes it’s one or two years that make all the money and
the rest is dead weight.
„„ Locations Groups – You may be targeting US, but most clicks and

conversions come from California and New York. Targeting these two states
will dramatically decrease your costs and increase your ROI
By further tuning and removing dead weight, a 10%, or -10% ROI campaign could
turn into a 50%, 80% or higher ROI campaign.
In addition to this, you should always split test different images, ad headlines
and copy, and landing pages. Facebook campaigns will get stale due to the
frequency that people see these ads. Always be testing fresh creatives.
With regard to landing pages, split test different components. One button may
do better than another. A bullet list on the top left may perform better than one
on the top right. 4 Images may outperform 1 image.


Step #10

SCALING THAT S^#@T UP
Scaling up simply means we work within our current criteria and squeeze more
traffic out of it. That means we stay in the same interests, region, etc. The way
to get more out of this is to create identical campaigns.
This is often one of the best ways to capitalize on quick running campaigns. This
way you pull out as much as possible as quickly as possible. Your campaign will
die out faster, however you will pull the money out of the campaign faster.

SUPER Kick ASS TIPS
If you want to be successful then this is a List of Things TO DO:
„„ DO submit dummy ads/campaigns with VERY friendly ads to be approved. But

DON’T run the campaigns. This is a LITTLE KNOWN tip that works. Facebook
keeps a ratio of bad ads to good ads. If you have 500 rejected ads and 100
approved ads, your ratio is garbage and Facebook will not favor you when
submitting new ads. My advice is to get out there and submit hundreds, if not
thousands of ads with the sole purpose of getting them approved. This will
DRAMATICALLY improve your approval experience going forward!
„„ DO spend what you can afford, but ultimately the more you spend, the more

Facebook likes you. This is not official, but I noticed once my daily spend
went up my ads were approved faster and with less resistance.
„„ THINK TWICE about bulk loading to slip in a violating ad. While this can work, it

can come back to bite you in the ass. I don’t do this very often, but it’s not a full on
DO NOT. It still has its place. I list this here again as it can work, just be cautious.


CONLUSION
This is The BASIC JIST OF WHAT “Facebook Ninja Formula”
Is about let me just say it is
TIP OF THE ICING ON THE CAKE!
SCRATCHING THE SURFACE WITH FLAVOR!
STAY TUNED FOR THE ACTUAL PRODUCT LAUNCH
COMING SOON....
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