Tag Archives: 2015

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Thanks to the tremendous population on Facebook, this site offers potential for just about any business imaginable. Making a campaign really work, however, does take some finesse. Not every ad or niche is going to prove to be an instant winner. There are some strategies you can use that can increase chances for success though.

To make Facebook ads pay off, you have to plan your campaigns with care. You also need to be very well aware of the target audience you’re going after. The more specific you are about who you are trying to reach, the better Facebook is likely to work for you. Also, it’s a good idea to set an advertising budget in place. This will help you control your costs more efficiently. Before you get started, however, it’s smart to have some stated goals in mind.

Set your goals

When you’re getting ready to launch any advertising campaign on Facebook or anywhere else for that matter, you want to have goals in mind. When you set clearly defined parameters, you will have a yardstick by which to measure results.

If you’ve never set advertising goals before, you do need to be realistic about what to expect. Average conversion rates for pay-per-click advertising run between 2 and 3 percent. This means for every 100 people that see an ad, two to three people actually click through. Facebook ads can produce much higher results if they are put together properly, but for your initial goal setting you might want to stick with slightly lower expectations.

Other parameters to define include:

The purpose of your campaign

Are your trying to actually sell something or are you trying to gain followers for a particular political campaign or point of view? Your ad’s purpose will help you set goals that help you better determine if a campaign is working.

Your desired sales or “join” results

Are you trying to gain 10 more sales a month? Or, are you looking for 1,000 new people to sign up for a candidate’s fan page and newsletter? Set your expectations to help guide your campaign efforts later. Do keep expectations reasonable, based on the typical conversion rates we’ve already discussed along with your estimated click-throughs based on Facebook’s formulations.

How much you are willing to spend to enjoy the desired results

We’ll get more into budgeting details later, but it’s a good idea to start thinking about what you can spend and the results you want to generate with that money.

Tips for planning your campaign

As we’ve already discussed, Facebook cuts right to the chase with advertisers. The very first thing you need to do to get started with this program is to create your ad. Before you dive in though, you’re going to want to do a whole lot of brainstorming about your campaign, the results you’d like to see, the money you’re willing to spend and the audience(s) you want to target.

The following tips can help you better plan out your campaign:

Identify your product(s)

If your business sells one thing, this step will be easy. If you are an online marketer with a virtual store that specializes in a wide variety of products, you might want to pick some of your top sellers, new introductions or items you’re trying to move through sales. Whatever the case, have a clear picture in your mind of what exactly it is you are trying to promote and what you’d like to achieve from your efforts.

Consider using multiple ads

While Facebook will ask you to enter each ad separately, you can technically create a "campaign” that includes a number of different variations. This will enable you to try out different tactics, products and wording to see what works and what doesn’t. You can also set different ads in your campaign to appeal to slightly different targeting groups. This will help you better see what demographics covert more readily for you on this unique website.

Set your timeframe parameters

If you’re representing a multinational business with an endless advertising budget, you might not have to worry about this. For the rest of the advertising world, however, it’s a good idea to set a timeframe during which ads will appear. Even if you have a massive budget, a closed-ended campaign gives you a timeframe to work within to test ad effectiveness and really determine what works and what doesn’t.

Make sure your landing page is appropriate

Facebook can and will generate clicks to a landing page or home page. It will not, however, close the sales for you. With this in mind, you need to make certain your pages are truly designed to sell and also fit Facebook requirements. We’ll get into Facebook’s rules for landing pages a little later, and also offer up ideas to close the sales. Both are very important for enjoying success with advertising on this site.

Review Facebook’s rules closely

Facebook is very, very picky about the ads it allows placed on its website. Make sure to review the rules inside out and backwards as you brainstorm your campaigns and set your ad wording. Facebook does detail its regulations in depth on its site.

Set reasonable expectations

As it is with Google Adwords, Facebook campaigns don’t always pan out the way advertisers would like them to. This can be a result of poor wording in an ad, weak headlines, images that don’t catch the eye or failure of the landing page to actually sell. As you go along, you may need to tweak these things to gain the results you are after. With this in mind, set your initial expectations reasonably.

Plan other strategies to dovetail with advertising campaigns

Having a fan page established and your own Facebook account to generate "friends” can prove essential for advertising success. These free marketing forms can gain you a great deal of interest, traffic and sales, as well. When the free advertising ability on Facebook combines with paid ads, the combination can really produce pleasing results.

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The next step will be to create ad images. This will mean uploading an image from your computer that you will have either created yourself or commissions someone to create.

We're not going to go into in-depth detail here on how to create images - but do bear in mind that an image is absolutely crucial for getting that initial attention, as well as for getting people to like and share your content.

Here's a strange truth that you might not have immediately realized about page post links: when people share or like these, they will very often do so without actually clicking on the link and seeing where it points! So they are essentially promoting something you shared without seeing it themselves. Why? Because they make a quick snap judgement on the content and then decide whether they expect to like it and to want to share it. After reading, they will normally want to get on with other things, so looking interesting is just as important as being interesting.

You can hire people to create professional graphic design from sites like UpWork (formerly oDesk), Elance and even Fiverr. Alternatively, if you have some vector software (such as Adobe Illustrator) then you can try creating your own high definition images. Learning photography and getting a good camera is also a good way to make your own images.

Another option is to find images in the Shutterstock database which you will be able to do when creating your ads. These look a little generic sometimes but they will also be guaranteed to be professional quality and to look like they belong as part of your ad campaign (which is important).

Here's the thing though: you must never use an image that you think is just 'good enough’ or you might harm your brand and you'll at the same time be wasting time and money on ads that won't perform for you.

Make sure you are highly confident in the image that is with your ad and you think it can help you to get more clicks, more likes and more shares.

Luckily, Facebook knows how important this part of the process is and has provided a feature to make it a little easier. That feature is the ability to create ads and to test different pictures with them. Actually, it lets you select anything up to six different images and it will then try showing each of them for a brief amount of time in order to ascertain which one performs best for you.

For those reading who have ever tried selling a product through a landing page or squeeze page, this idea may be familiar - it's basically split testing. This means running small experiments to see what gets you the results you want most efficiently. It's worth making the most of, so make sure you're adding at least two or three pictures at this stage. Don't see it as an excuse to upload sub-par images though: everything you add should be something you would potentially be willing to use.

Ad Copy

Now comes the difficult part - adding the ad copy. This is what is going to be used to really sell your product, service, brand or page and it will be your best chance to tell people why they should care about what you're offering.

When you create your ad copy, you're going to be working with just a few fields. Those fields are: the headline, the text and the news feed link description (which is for those ads that appear on the news feed).

A little more information on each:

Headlines: These are 25 characters long and are essentially the titles of your ads. The main objective here is going to be to get people's attention and from there you want to get them to read further. This should be a little bombastic but should also explain in brief what your ad is selling.

Ad Text: This is 90 characters long. This is the body of the ad that will explain a little bit about what you're selling and why people should click to read more, like the page or do whatever else. You want to say something like: Yes, we're really selling these beautiful shirts for just $9.99. But hurry and buy while stocks last!

You can also add a 'call to action button' depending on the type of your ad. These have been shown to increase conversion rates, so if there's one that's appropriate for your campaign - use it!

News feed descriptions: If you are paying for a news link ad, then you can add a little more text - or another 90 characters to be precise. This is the part where you talk to your audience and say something like: 'Check out our great offer, for fans only! Like our page for more'. Or alternatively, you might use this section just to say a little about your brand.

Because this section is only available in the news feed ads and you get a lot more space for your image, these are generally the best choice for the majority of campaigns.

As for how you write your ads, bear in mind that you only have a very limited number of words to work with and that your audience will have only a very limited amount of attention: they didn't come here to be marketed to. As such, you need to make sure you keep your text short and sweet: get to the point quickly and try to choose your works efficiently so that you can say as much as possible with as few words as you can.

While you only have a few words, you still need to follow the advice that you normally get for promotional copywriting. We've already mentioned AIDA and this is certainly an important tool. You should always start with Awareness because you need to make sure your audience knows what it is you do - being obtuse never helped anyone.

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Chapter 5: Viral Power

Synopsis

One of the reasons why Facebook has picked up so fast as the largest and one of the fastest growing websites in the world is because it is viral in nature. Things spread easily via word of mouth with Facebook. That is why many big corporations have recognized this power and have been finding ways to tap into this power.

Going Viral

Whether you are a small business owner or own a huge chain of businesses, you have the potential to tap into the viral nature of Facebook to grow your business rapidly. Here’s how:

Every person on Facebook is connected to his or her friends through the network. Status updates of each person such as “Liking” a page, writing on someone’s wall will be shown on that person’s news feed.

What happens is this - When you get your Facebook fans to interact with your Facebook page, whatever actions they take will be shown on their news feed as well. This in turn would appear on the news feed on all of their friends. This will spark curiosity among their friends and they would be likely to click on your Fan page to see what’s going on.

The viral magic happens when more and more people start “Liking” and interacting on your page. Your fan page could grow 10 times the speed in no time!

Chapter 6: Integrating Facebook With Other Websites

Synopsis

Having tons of Facebook traffic is good, but it won’t be of any use unless you get them to your online business websites.

Remember, the Facebook Fan Page serves as an “outpost” for providing useful updates and letting the fans interact with one another. But ultimately, your profits will not directly come from your Facebook traffic unless you know how to monetize them.

Here are some ways you can monetize your Facebook traffic:

Send them to your landing page if you don’t have a Facebook landing page to build your list of prospects.

Promote offers and send them to your sales page.

Give excerpts to articles of interest and link the full article to your blog.

Ask them to follow you on Twitter and get them to tweet about your content for a prize.

Post up videos on YouTube, share them on your Facebook Fan Page and ask them to share it with their friends! (Or subscribe to your YouTube fan page)

So as you can see, The Facebook Fan page acts like a simple hub where all your marketing activities can revolve around it. Ultimately, you have to determine your most desired result (e.g. getting new leads, making profits) and structure your Facebook marketing activities to lead to these sort of responses.

Chapter 7: Facebook Advertising

Synopsis

Facebook advertising has taken the online marketing world by storm because of its low cost per click and ability to be extremely specific to your target demographics.

Ads

Its ease of setting up marketing and advertising campaigns allows it to very soon surpass Google in terms of advertising volume.

Setting up your advertising page is simple, at your Facebook profile. First, go to your Facebook page. On the right side there is a mock advertisement, Click it to start crafting your own Advertising campaign to suit your marketing needs.

You can then write your ad copy, include an image and set your marketing budget. Facebook will help you calculate your suggested bid per click based on the average you pay per click.

As a general rule of thumb, you would want to send these clicks to your Facebook landing page so that you can secure leads. If you send them to an external website, it would normally cost more.

After you set up your campaign, you can monitor your advertising statistics and results and tweak your campaign accordingly.

You can adjust your bid, run multiple ad copies to see which converts the best and eliminate those that aren’t performing well.

Chapter 8: Facebook Mistakes To Avoid

Synopsis

With all the so called “hype” about Facebook marketing, it seems imperative that you must tap into this huge resource ASAP. But that being said, there are several pitfalls involved in Facebook marketing that you should be aware of and avoid.

Errors

Becoming too “Salesy”. This is a big no-no. The main purpose of your Facebook fan page is to connect with your customers and build a strong rapport. Each time you sell them, you take away “rapport juice” and they will become less responsive to your content as time goes by.

Not split testing your ads. If you are advertising on Facebook and you don’t have multiple ad campaigns to see which converts the best, you’ll potential be leaving tons of money on the table. Split test your ads, get rid of those that suck.

Not engaging your audience. The amount of success your business will have is not just determined by the number of “likes” you get. You have to turn your audience into raving fans by getting them actively involved in your fan page.

Avoid these mistakes, and you’ll be on the path to success.