How to do Stuff: Online Marketing

How many website visitors do you need ?

How much can you afford to pay to have someone visit your website ? If you're spending money on clicks to…

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How to benefit from advancing technology

No surprise : people like things to be fast and easy ! So a new way of doing things is often…

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Save Time & Simplify Your Workflow

Correcting mistakes and omissions takes way more time than setting things up correctly in the first place. Recently I've been helping…

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3-Step Business Plan

To run a business, there are things that MUST be done and things that are less important. If you have…

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Retargeting and Pixeling

Retargeting (where ads are displayed to people who have previous visited a website ) is cheaper than running a first…

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A Simple Digital Marketing Checklist

Checklists save you time. The checklist down the bottom of this post should help if you need a starting point…

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Cost Effective Leads

Getting a new lead, who’s interested in the things your business has to offer can be expensive, but there are ways to get good leads at a reasonable cost.

Here’s one way …

Getting good leads is probably cheapest & easiest at present on Facebook ( FB ).

This is because they are charging less than Google or Linked In and because FB provides incredible options to show your add only to people who like particular things.

Here’s an example of a campaign we set up 12 hours ago. You may be able to base one of your own on it.


Here’s what the ad looks like …


It goes to this landing page …

Landing page for beef jerky recipes.

Clicking the ad sends people to a landing page that asks for their email address so they can download the PDF. It’s costing us $1.36 per lead, and these leads are interested in camping, so from experience, they will likely buy something from us up the track.

Things to measure

You need to know how much it costs to get an email address. It’s really important to keep track of your costs so you don’t overspend or pay way more for your leads than you make back on sales.

We get the cost per lead by dividing the total cost of the campaign by the number of people who give you their email address. We had 5 people opt in, so $6.82 / 5.

We measure …

  • Total Cost. In this case $6.82
  • Click through rate ( CTR ) … 2.26%
  • Opt-in Rate ( also called conversion rate ) which is 20% at this point.
  • Cost of each lead.


Promotion is all about collecting the contact information of people that you can offer your products or services to. On the internet it’s usually called list-building, where you collect email addresses of people who have some interest in what you have to offer.