Dennis Yu

A Mobile Phone Retailer Dials in Their Facebook Engagement

Tony Baker is Co-Founder at Phone Doctors, which sells accessories via 6 stores in Tulsa, Oklahoma.
They fixed my business partner‘s iPad not once, but twice, for a cracked screen. Those golf cart seats are slippery, especially when you leave your device on the seat and didn’t use a protective cover. Tsk, tsk…
So as a thank you, we pimped out their Facebook ads with our 3 campaign strategies of audience, engagement, and conversion.
Here’s their site:
Lots of deals on accessories, if you want a charger, protective case, or whatnot.
They have a central brand page on Facebook with 5,074 fans and then 6 store-level pages with a few hundred fans each.
We like to say that you should have as many fans on Facebook as you have real customers. So let’s grow the 5,000 number a bit.
There are 60,000 people on Facebook within a 50-mile radius of Tulsa that have a mobile phone and have a friend who is a fan of Phone Doctors.
If we remove connection targeting, by the way, we can hit 400,000 people. But we like to show messages in the newsfeed with social endorsements embedded.
And we can still hit 1/7th of the total market with this social trust since the fan base is decent. If you have only a few hundred fans, using the “friend of fan” connection targeting might restrict your audience too far.
Because we bid oCPM (the default, so don’t touch anything), Facebook will figure out which of these 60,000 people will be our best fans and also what price to bid for them.
I set the budget at $8 a day for the fan growth (audience) campaign, which should get us 10-20 new fans a day.
Now that we have a simple fan growth campaign, let’s grow our engagement.
No surprise, you have to pay to show up in your fan newsfeeds. Same way on Google or other networks. The free ride is over.
So we set up a “page post engagement” ad.
And then check the box to keep it “always on” (promoting the most recent post automatically.
And then target my fans.
Don’t worry about the audience counts not being exact. Facebook is just estimating.
I put this ad in a new campaign called 2_engagement since I don’t want to muddy my fan growth campaign and engagement campaign.
Give it the same budget as your fan growth campaigns if you’re small. When you have a decent fan base, you can shift more into engagement and conversion.
This workhorse ad fixes the problem of newsfeed reach. Though Phone Doctors have over 5,000 fans, their average post gets 100-200 people.
So 97% of their fans don’t see their posts. That’s normal.
Don’t freak out. Just pay a few dollars to ensure you show up.
Now “create a similar ad” to make sure you get newsfeed reach against folks who are friends of fans and like mobile phones. You can replicate the audience you used for fan growth.
Don’t forget to filter down to where you have your stores, unless you want to target the entire United States or whatever your home country is.
Now it’s time to promote our deals!
You can run an online or in-store offer or just track conversion (if you have the pixel installed). It’s not as hard as it sounds.
Now upload a few image combinations, choose a compelling headline and body– and off you go!
Set your budget at a bit less than your engagement campaign, just so you can see how your audiences respond to your offer.
If you’ve got an email list, upload it and use it as a “custom” audience in each of your 3 campaigns. You’ll need to “create a similar ad” for each campaign and then select just that audience.
Hope this helps you get going.
Let me know in the comments below what you think!

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco


Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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