The Strategies

Curt Maly
Curt Maly
Co-Founder Black Box Social Media, LLC
 The Journey
HOW TO

Lesson 1 Lesson 3
The HOT7 Power5

Lesson 2
The $1/day
Strategy
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Course Objectives:

1. Discover why you should implement my HOT7 Strategy and how it

allows you to be seen everywhere by your hottest prospects.

2. Learn how to setup the Audience Segments from your list, website
traffic, and engaged video viewers to use in your HOT7.

3. We’ll combine all the pieces to create your HOT7 audience and learn see
some case study examples in action.
The HOT7 Strategy
Lesson Objectives:

1. Discover why you should implement my HOT7 Strategy and how it

allows you to be seen everywhere by your hottest prospects.

2. Learn how to setup the Audience Segments from your list, website
traffic, and engaged video viewers to use in your HOT7.

3. We’ll combine all the pieces to create your HOT7 audience and learn see
some case study examples in action.
 Ads Are Getting More Expensive

There are more and more

advertisers on Facebook and
they announced record profits
in 2018 despite all the negative
press.

https://www.statista.com/statistics/544001/facebooks-advertising-revenue-worldwide-usa/
 Ads Are Getting More Expensive

BELIEF
Our focus will be moving
towards the bottom of funnel
activities versus the top of ENGAGE
funnel activities.

LEAD

TRANSACT
Be Seen Everywhere - Inexpensively
 What Is The HOT7

The HOT7 is every conceivable way that we can retarget someone

over the course of 7 days.

It’s the warmest and most engaged audience in your ecosystem.

Advertising to this audience is the least expensive way to keep

people engaged and indoctrinate them into your
product/brand/services.
 Retargeting Audience
This audience is also comprised of every retargeting option available to us.

This audience
includes:
• All engagement clicks to Facebook
posts
• Facebook fans
• Facebook video views
• Previous website/funnels visitors
• All leads
• All conversions
• And More…
Ad Campaign Layout
Building The Audience Segments
Email List Segments

Create These 4 Custom Audiences:

1. Opened/Clicked over the last 90 days
2. NOT Opened/Clicked over the last 90 days
3. Customers (With LTV if Possible)
4. Opt-Outs
Website Traffic Segments
Create These Custom Audiences:
• All website visitors in past 7 days
• Specific page visits in past 7 days
• Funnel pages
• Sales pages
• Cart pages
• Visitors by time spent in past 7 days
• Top 25%
• Top 10%
• Top 5%
• Leads in past 7 days
• InitiateCheckout in past 7 days
• Purchase in past 7 days
Website Traffic Segments
All website visitors in past 7 days - Example
Video View
Segments
Video View
Segments
Facebook LIVE Video View Segments
10 Minute+ Videos

Create These Custom Audiences:

• Watched 25% of Videos in last 7 days
• Watched 50% of Videos in last 7 days
• Watched 75% of Videos in last 7 days
• Watched 95% of Videos in last 7 days

Important Note: Run in ‘Mobile Only’ because you will have

higher watch times and lower costs. Then monitor your
consumption times.
Video View
Segments
4 Minute+ Videos

Create These Custom

Audiences:
• Watched 25% of Videos in last 7
days
• Watched 50% of Videos in last 7
days
• Watched 75% of Videos in last 7
days
• Watched 95% of Videos in last 7
days

Important Note: Run in ‘Mobile Only’ because you will have

higher watch times and lower costs. Test All Placements for
retargeting.
 Video View
Segments
Under 4 Minute Videos

Create These Custom Audiences:

• Watched 25% of Videos in last 7 days
• Watched 50% of Videos in last 7 days
• Watched 75% of Videos in last 7 days
• Watched 95% of Videos in last 7 days

Important Note: Run in ‘Mobile Only’ because you will have

higher watch times and lower costs. Test All Placements for
retargeting.
 Video View
Segments
Instagram Feed - 1 Minute Videos

Create These Custom Audiences:

• Watched 25% of Videos in last 7 days
• Watched 50% of Videos in last 7 days
• Watched 75% of Videos in last 7 days
• Watched 95% of Videos in last 7 days

Important Note: Videos need to be 1080x1080 and run in

‘Mobile Only.’ You’ll see lower watch times but higher
Click-Through-Rates.
 Video View
30-Second VideosSegments
- Audience Network In-Stream Ads

Create These Custom Audiences:

• Watched 50% of Videos in last 7 days
• Watched 75% of Videos in last 7 days
• Watched 95% of Videos in last 7 days

Important Note: Run in ‘Mobile Only.’ You’ll see lower watch

times but higher Click-Through-Rates. Great for ‘Next Steps’ &
‘Announcements.’ You should see $0.01 - $0.04 for a 15
Second View.
 Video View
InstagramSegments
Stories Under 15 Seconds

Create These Custom Audiences:

• Watched 50% of Videos in last 7 days
• Watched 75% of Videos in last 7 days
• Watched 95% of Videos in last 7 days

Important Note: Videos need to be 1080x1080 and run in

‘Mobile Only.’ You’ll see lower watch times but higher
Click-Through-Rates.
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 REMEMBER!
Make sure that once a week you
come in and update and video views
that you have.
 Optional Segment
If you use Lead Forms you can build an audience of people who opened a form, opened but didn’t
submit, and/or opened and submitted a form.
 Optional Segment
If you use Canvas Ads you can build an audience of people who opened a Canvas and/or people
who clicked on any links in a Canvas.

Important Note: Like video views, Canvas Ad audiences will need to be updated manually once a week as well.
You Will End Up With
A Custom Audience
List That Looks
Something Like This.
 Combining It All
Together

Combine all of the audiences into one

Saved Audience that you can retarget
to with offers, specials, and other
LEAD/TRANSACT ad content.

Important Note: You can also create Saved Audiences that exclude specific groups like Leads or Sales.
 HOT7

7
Live Demo
 Application Of Concept

• Create the Email and Website Traffic Audience Segments that we

talked about (if they do not already exist in your account).

• If you have videos in your account that can be used for ads, setup
the video view audience segments for those videos in your account.

• Create a Saved Audience combining all of these audiences into one

audience called HOT7 ALL.