How To Grow Your Brand With Facebook Ads and Viral Giveaways

May 1, 2018

Hello everybody. We’re back to the interviews this week. Today’s guest is Jack Paxton, a Facebook ad expert and co-founder of the giveaway tool, Vyper.

Jack was quite hard to track down but I made him an offer he couldn’t refuse, and he’s here for us today.  

Today the episode will be centered on Facebook ads and viral giveaway tips, two things that can skyrocket your social engagement rates.

If you’re interested in growing your Facebook and your Instagram, check my past interviews about building Facebook chatbots and Instagram influencer marketing. They will give you a solid ground to stand if you’re new to social media marketing.

Thank you for being here, man.

What’s This Episode All About

  • Who is Jack Paxton
  • Things You Need to Start a Facebook Ad Campaign
  • How to Use Facebook Ads
  • What is a Viral Giveaway
  • How to Start a Viral Giveaway

Who is Jack Paxton?

Jack has a solid background in digital marketing. He worked with a couple of agencies as a head of acquisition and then eventually branched off into consulting, and then co-founding Vyper.


Jack started doing affiliate marketing when he was seventeen, running pay-per-view ads and experimenting with using paid traffic.

That’s when he found that Facebook was becoming one of the most advanced ad platforms and he started putting a lot of his time into learning more about Facebook ads.

Vyper was born as a by-product of trying to get lower acquisition costs, and it’s worked really well so far.

If you remember when I launched this podcast, I used Vyper to run the giveaway I was doing. I really enjoyed using it.

From there, Jack got into Facebook Ads just when Facebook was starting to roll their ads platform. Jack cites that as a good move because it allowed him to know the market really well.

“Facebook made my way up through increasing my ad spend and doing ad acquisition for actual companies rather than affiliate marketing stuff, which led me to work in bigger campaigns.”

Things You Need to Start a Facebook Ad Campaign  

Jack was lucky enough to get into the Facebook business when it was starting, and now shares with us a few tips about the things we need to know:

A Strategy

Facebook ads is a real-time response platform, but that doesn’t mean you don’t have to think about what happens after people click on your ad. You need to take the initiative and put them in nurturing campaigns or other channels.

In Jack’s words:

“Paid views will get to a point where they become just too expensive just to drive traffic that bounces and never comes back.”

So, it’s not only having them click through your ad. You have to think past the click and offer your potential leads something other than the ad they’ve just clicked on.

An Offer Message  

This is critical because according to Jack, sometimes Facebook can drive a bunch of traffic to your website that doesn’t convert. Then people stop doing Facebook ads because they think it won’t work.

That’s why you need an actual offer people can click and engage with. You’ve got them to your page; now it’s time to make them stay.

For this to happen, make sure your ad is relevant.

Like Google did a few years ago, Facebook added a relevancy score to its ads. The more relevant your ad is the better because your costs per acquisition will definitely be lower.

Relevance scores go from 0-10. Try to aim at a high number.  

A Converting Ad

To do this, you need to delve deeper into copywriting techniques, image optimization, and video optimization.

Keep analyzing your ads’ performance. That way, instead of creating an ad every single time you can use the post id and pull a well-performing ad and use your social validation to make it work better.

Remember that social validation makes people stop scrolling through posts and that if someone sees a post with a few likes or comments, they’re much more likely to stop and see what’s going on.  

However, more than likes you want to get people sharing or commenting because that’s what real engagement is.

Website User Experience

The key points here are having a page that loads fast, a converting landing page, and a good message.

Make sure that once you start driving traffic from your paid acquisition channels, you put all those people on nurturing campaigns because once you start to have people coming to your website, you don’t want them to leave.

You want to capture that email or put them in remarketing campaigns to keep your communication going with those leads.  That way, every click that you’re paying to get is going to give you an email address, a sale, or a customer.

How to Use Facebook Ads

To Jack, it’s all about building funnels. Separate your leads into different buckets.

For instance, remarketing and prospects.

Then divide them into more differentiated funnels, and here you can use Facebook or other ad channels to bring people to what you're doing.

However, keep in mind that Facebook needs data to function well and create an adequate buyer persona for your ads to make the most impact.

If you still don’t have a buyer persona established, try interest targeting and test small budgets on different interests until you find what works for you.

What is a Viral Giveaway

According to Jack,

“A viral giveaway is when you offer something your target audience really wants. It will depend on your niche, of course, but it needs to be connected to them. “

Since you’re giving something valuable, people will enter your giveaway to win what you’re offering.

To enter the giveaway, they can share your URL, like your social media handles, comment, or interact with your brand somehow.

That way, you’re incentivizing their engagement and adding gamification to the giveaway, which people really like.

How To Start a Viral Giveaway

To make sure your viral giveaway is actually successful, you don't want to just offer something.

Determine What Your Goals Are

Every brand has different goals. If you have a service or a store, you can also use giveaways to increase your reach and even encourage a sale.

Try to keep your prizes similar to what you are promoting, so the people see that value as something closer to your brand

You can offer free consultation services, discounts on items, and other tools to direct people to your business and what you do. That way, instead of just giving people discounts or coupons, you’d make them work for them, which also gamifies the system.

In my case, that goal would be getting more subscribers to this podcast. To do that, I’d have to have the people in the giveaway subscribe in exchange for entry points, which would drive people to my podcast and boost the competition.

The cool thing is that this kind of interaction serves for pretty much everything on social media. You can use it for people to engage more with your brand and your content.

In my case, a giveaway was what helped me rank my podcast among the 15 Top Business Category Podcasts on iTunes.

And I’ve seen an almost instant return for that, so it’s a pretty good idea to try it.  

Choose a Prize Your Target Audience Wants

The more perceived value a prize has, the more people will want to share and try to win. When you offer something valuable, more people will want it.

Something that works really well is when you do competitions with milestones and several winners. For instance, choose three winners and create several milestones for different people also to get something.

What Jack says is that,

“You want to have a combination of winners and prizes, so people have multiple ways of winning. And it also becomes much more exciting for the person that’s entering.”

The added value of this system is that you can get more engagement as the opposite of having a single winner If you offer more rewards, it increases the incentive and thus the engagement on social media.

The prize will also determine the virality of these giveaways.

You can also leverage that to your advantage by emphasizing the actions you want people to do to win.

You don’t have to offer expensive prizes to get people to participate because it’s all about the perceived value.

Let’s use an example Jack gave me:

“If Justin Bieber is signing a CD and giving it to someone who is a fan, the perceived value of this item is amazing even though the cost of that item was only the cost of that CD.”

As long as you’re offering something your audience wants, you’ll get good engagement.

If you think you don’t have anything to offer other than your services, you can reach out to some companies and see if they would let you offer their products as a prize.

It’s all about asking people. That’s one of the things I did in my giveaway, and it helped. I reach out to companies; they noticed it was a good way to get exposure and increase their awareness.  

Choose the Right Channels

Giveaways are really industry specific. Each one of them has its pain points and media channels they use.

For a B2B, you could use click leads and nurture them on LinkedIn. If you’re into artsy products, you could use Pinterest to raise impressions and awareness.

On the other hand for apps or SaaS, you could try Twitter like Jack says to generate increased engagement rates.

The good thing about Facebook is that it works almost like an omnichannel because everybody uses it.  

Try to create different marketing funnels for each channel you decide to use and run campaigns to attract their attention.

Key Takeaways

  • Tailor your messages and think of the best ways to do it
  • Keep your website well optimized
  • Data is everything, try to get information about your prospects
  • You don’t need a lot of money to do viral giveaway.
  • Give your participants something they want
  • Promote your giveaway using the same channels as your audience

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