So, from my previous post we know that getting $0.00 from Facebook requires the following two things...
HIGH CTR & HIGH VOLUME
And we know how to get a high CTR, and a high volume. However, we don't necessarily know how to get both.
Let me explain.
We can use a really cool eye popping and intriguing image to garner a great CTR.
And we can broaden our targeting so we can get lots of volume.
BUT, when we "broaden" our targeting, our CTR drops (because people will be less likely to be interested in our ads).
Okay, so what do we do?
Simple. We use a little trick I call "getting the cream of the traffic".
Here's a statement that stands true 95% of the time when you are advertising (regardless of your platform): Quality traffic costs more
There are 101 reasons to back this claim up, one of them being common sense, so I'm not going to try and sell the fact that the statement above makes sense.
Now that you know this, what we want to do is get our ads in front of QUALITY traffic. This way we get MORE clicks and a HIGHER CTR.
But how do we get quality traffic if our targeting is broad? (a.k.a getting the cream of the traffic)
We do the following 2 things...
Thing #1: Bid high!
I can't tell you how many marketers try and get $0.00 clicks by bidding at half of the Facebook suggested bid. I don't know if that worked before, but I'll tell you one thing... it definitely doesn't work now.
Here's is a simple formula I like to follow. Bid about 2 cents under the Facebook suggested bid cap. So if Facebook is telling you to bid from $0.50 - $1.00, go ahead and place your bid at $0.98.
There are lots of other bidding practices that you can put to work for you in getting quality traffic, but I'm not going to name them all here. The "2 cent under the bid cap" will have to do today.
When doing this, I ask of you one thing... don't be a wuss. Most people don't bother bidding high because they are scared of paying premium. Seriously, if you want to hit that $0.00 you'll have to cough up some inner bravery and tell Facebook you're boss.
Thing #2: Send traffic to a Facebook Page
Before you piss your pants, listen to me for a sec.
I have always hated Facebook. The main reason? They love it when you send traffic to a Facebook Page/App.
Well back in the day, I always thought it to be "uncool" to build a business via a fan page. The main reason for this was that Facebook would be in control of my business. I couldn't take that, I wanted to be in control.
Guess what, nowadays I send 90% of my traffic to a page. Why? Facebook allows you to send traffic to a page tab. Why does that matter? Well you have full control over that page tab.
Want to know how you can use a page tab to send a visitor to ANY URL? Read this post.
Okay, now that you can send traffic to any URL you want via a page tab, here's how sending traffic to a Facebook page will help you achieve the infamous $0.00 click.
Facebook shows ads linking to pages to QUALITY users.
Without a doubt, Facebook is smart. Quality users garner a higher CTR right? Well if the might FB can keep these quality users on their websites for as long as possible, they make lots of $$$
So lets make FB happy (and our bank balance happy) by sending traffic to a Facebook page. We will get more traffic, quality traffic, and random viral traffic from people clicking on the "like" link on ever ad.
Oh, and for some weird reason, there is some outside force that practically tells Facebook to give us cheaper clicks for the sole reason of sending traffic to a Facebook Page. I have no idea what this outside force is, but I tell you , I am not crazy, this outside force exists.
So, with the basic strategies outlined in part 1 of this post, combined with the 2 things I've said here, you should be able to get $0.00 clicks, or damn close at least.