Facebook

Advertising

A No-nonsense Comprehensive Guide

To Create Killer Facebook Ad Campaigns

Copyright 2021 Marketing Powered By

Avoline Co. Fundamentals avoline.
Facebook Ads Strategy

Push Marketing
At this point, we’ve covered the tools and tactics to create the most important parts of your
marketing plan with your sales funnel and the landing pages, sales pages, and emails, etc...

Now it’s time to get people into your funnel.

Push & Pull Strategies

The different marketing strategies are often grouped as Push or Pull strategies.
Pull strategies are where you entice customers with something of value. This can be with
blogs, videos, social media, podcasting, etc, all of which we’ll go on to cover.

Push strategies are more of an aggressive form of marketing because you are pushing
your customers into the top of the funnel through paid ads, affiliates, or direct sales. The
customer didn’t ask for the ads but they are going to get shown them whether they like it or
not.
Let‘s do the math

Let’s just give you an example of why it’s so powerful.

Let’s say you send cold traffic to your sales page and they convert (buy) at a 2% conversion
rate which is considered an amazing sales page performance...
Send 1000 people to the page and you get 20 sales! Amazing.

But...

Because you sent them to just an offer page, you are losing 98% of visitors. That’s 980
people that you might never see ever again! You’d then have to invest in getting another
1000 people the next day, week or month, in the hope that they will buy from you again.

Now...

If you send that person to a landing page with a lead magnet that converts at 40% (40%
is considered a good lead magnet conversion rate) then​that means you have 400 emails
where you can continuously get in touch with them over and over again.

Because those email signups are now more familiar with your brand, your offer and
services, and because they’ve already committed to you, if you send them to that same 2%
converting sales page, they are actually more likely to convert because they are qualified
warm leads! So... they will likely convert at double the rate of the cold traffic. So in this case,
4%.
Paid Advertising

We’re going to talk about Paid Ads as it’s an important and potentially extremely lucrative
part of your growth strategy, and we‘ll go into extensive detail to position you to success
with the latest tactics.

Why Paid Ads?

1) Precise Targeting:
You can narrow down exactly who you want to show your ads to. Remember those
demographics of your ideal customer that you created? Facebook allows you to target them.
So it’s 20-25-year-old females in London, who like shopping and luxury fashion brands...
Facebook will target them. It’s crazy powerful.

2) Large Audience
The online exposure we have at our finger-tips is huge. Buying traffic allows us to get a
large audience instantly. You don’t have to rely on creating content that has to get shared in
order for you to get exposure. The organic (pull) tactics to get millions of eyeballs on your
brand is hard... paid ads is one of the few ways to get millions of people to see your products
in a matter of days and weeks.

Paid Ads Rules of Thumb

The next step in the strategy will go into extensive detail about Facebook Ads especially,
and Google too, as they are the main ad platforms to use... But first, here are some rules of
thumb and main tips that you need to keep in mind first if you are buying paid traffic...
1) Test Budget
The first $1000 of your ad spend is just to test your ads! You won’t make a return from it!
Sucks don’t it?! But... it isn’t a waste. It’s an investment and education. You are learning from
it. If you just spend $100 for example, then you won’t get enough data back to learn what
keywords work, which copy, images, videos or targeting, etc. So you have to go through that
‘Build, Measure, Learn’ cycle so you can find out exactly how your ads should be. This can
take a couple of months or a few thousand dollars before you start seeing a profitable CPA
depending on how solid your offer and email marketing is.

2) Sell the Click, Not your Product

The landing pages and sales copy are built to actually ‘sell’ the product or service, the Ad is
used to just get the customer to that sales page. So don’t feel you have to cram in too much
information into the ad to sell the product... just think about what you have to do in the ad
to get the click! We have a formula sheet you can use to create ad copy in the next stage of
the strategy which will help you with this.

3) Ad Managers Should Focus on Maths & Data, Not Just Creative

You might think that ads are all about being creative, and they are... but ultimately, it’s an
equation that needs to be solved based on data rather than a cool looking image or logo.
The ‘nicest’ ads don’t always convert the best. It’s about making the maths work so the ROI
is positive. So if you have someone who is good with numbers... those are the people who
should manage your ads.

Conversely, if you do have an ads guy that is all numbers, you‘ll need to assist him with
creative assets so you can be on point with your brand.
4) Google vs Facebook
The two main ad platforms, but what are the differences?

If you have a unique product that people won’t necessarily be searching for on Google, then
you want to spend your ad budget on facebook so they discover your product. Similarly, if
your specific keywords in Google are super competitive and expensive, then Facebook is
right for you. The discovery aspect opens up a much greater pool of potential customers.

5) Ads Always Need to Be Refreshed

Each one of your ads, no matter how well they perform, will eventually run their course and
need to be refreshed. It doesn’t matter how much profit you make from them or how low the
cost per click is, it’s the nature of all ads to hit a bell curve. It can be referred to as banner
fatigue. It might be weeks or years for them to run their course, so... you need to be on your
game and not get complacent. You need to always be creating and testing new audiences,
new demographics, hooks, offers, copy, images, etc. This way, when your old ads stop
performing, you have ads to take their place.
Setup Your Ads

With those principals in place, let’s now dive into how to get your Facebook ads set up. This
is the same setup process we use on our clients to generate millions of dollars each year
in revenue, along with thousands of other businesses that use Facebook ads as their main
source of revenue.

If you haven’t got your Facebook ad account set up already and don’t have any campaigns
running, we’ll run through it here along with screenshots to help you get through the
technicalities of it.

Set Up Your Ad Account

This isn’t a 101 in teaching you about the ads manager platform and what everything means
(there are different courses for that if you really need to learn)... Rather, this is a step by step
guide so that you’re setting up your ad campaigns in the best way possible to position you
to big returns.

But, you’ll need to create a Facebook Business Manager account if you don’t have one
already. Go to h​t tps://business.facebook.com/​to create an account and connect it to a
Facebook page. Then, you’ll need to create an Ad Account within your Business Manager.
Go to Business Settings > Ad Account > Add an Add Account.

It’s all pretty standard processes here to enter your credit card details and business
information etc. You add credit card details so Facebook knows that you’ll pay for ads when
you run them.
*Note that you’ll only get charged for ads when you spend money on them.
This Business Manager account is where you’ll build and manage your ads, and it’s where
you can delegate the management of the ads to an agency, contractor or employee, etc.

Create & Install the Facebook Pixel

You need to install the Facebook pixel on your website.
The Facebook Pixel is a short piece of code that is placed in the header of your website and
works as an analytics tool to track your website visitors and their actions/events.

It basically measures conversions and essentially spies on your visitors to get to know them
in order to gather data to then use to optimize and improve your ad performance to drive
more sales.

The pixel is responsible for the success of your Facebook campaign and can massively grow
your profits if used correctly, so get it set up!

Disclaimer:​If you don’t know how to install the Facebook pixel yourself, get your web
developer, marketer or anyone with experience to do it for you. You’ll find somebody on
Upwork to do it for you for $10 or so. This is pretty easy to do if you are using a web
platform such as Shopify, Squarespace or Clickfunnels, etc. But if in doubt, get help.
Adding Pixel Events:
If the code is on the site, you can add specific events to track such as ‘Purchase’, ‘Lead’ etc.

You can choose to track the events when the page loads or when an online action occurs.
You can also add parameters to your events such as conversion value i.e. if it’s a ‘purchase’
and your product costs $100 then you add this value. These specific event tracking will
really put your pixel to work and create huge value, as your pixel will know exactly who to
retarget and what kind of people it should be showing your ads to.

Here are the specific steps to create and install the pixel and events if you want to do it
yourself or show your client how to do it:

Create the Pixel:

Here’s how you’ll create and add it to your site: In your Facebook Business Manager account

On Facebook, go to Business Manager, under "Data Sources,“ select "Pixels.“

From the menu above the list of pixels, click Add.

In the window that appears, enter a name for your pixel and click Continue.
Next, you need to add users to your Business Manager and open the pixel to the ad
account.

Adding users. Navigate to the desired pixel and click Add People.

Select the users you want, specify pixel control rights, and click Assign. The user you
selected will be added.
Enabling pixel access for an ad account. Navigate to the desired pixel and click Add
Objects.

Get your pixels ID and move towards installation of pixels.

Install the Pixel:
Installation of Facebook pixel can vary depending on your website platform and
your techinical abilities. This is not something super hard. if you are using Shopify or
Clickfunnels, it’s pretty easy and there are lots of youtube videos or instructions on their
websites, so it can be done in a couple of minutes.

You can hire someone from Fiverr for $5 to do it. We will create a detailed tutorial on this
soon.

Creating Audiences:
Now we need to build a number of audiences to target.

To begin with, should create an audience from your existing data that you have, i.e. your
pixel and your email lists so that you can retarget to people already familiar with your
business.

To create an audience based on an email list, Click Customer File and continue.

At this point you’ll need to prepare your spreadsheet into a CSV file. Facebook will tell you
how. Email is obviously the minimum data you need, but any phone numbers or names, etc
will be a bonus.

Name your new audience that you’ll be able to easily identify later. Could be ‘Past
Purchasers’ or something. Maybe add a date range to be specific.

In addition to that static audience, where Facebook will always refer back to that list... you
now want to create dynamic audiences that will automatically update based on people who
have actually visited your site.

To do this, go back through the same create audience steps but this time select ‘Website
Traffic’. You should create a number of audiences based on their behavior on your site. Here,
you’ll want to create a few different audiences.
For example, you’ll want to create audiences for those who have purchased, who have added
to cart, who have viewed a product, and for different date ranges.

So, you can select an audience of ‘Purchasers in the past 30 days’. Or ‘Checkout
Abandoners in the past 3 days’.

You can get very granular with these - such as targeting those who have viewed certain
pages between a certain time frame.

You should go and make a number of these audiences so that you have them to hand
whenever you might use them in the future.

To start with, set up the following time frames for people who visited your main sales pages:
- 7 days sales page visits
- 14 days sales page visits
- 30 days days sales page visits
- 60 days sales page visits
- 90 days sales page visits

You can do the same for any other page view. Could be ‘general visitors’ to the site. Or
‘Checkout page’ visitors. Etc.

You can also focus on people who watched 50%, 75%, 90% of your videos so you can
retarget to those leads who already engaged in your content. Etc.
Lookalike Audiences
The lookalike audience is arguably the most powerful aspect of Facebook advertising. Or
any advertising for that matter.
Basically what happens is that the Facebook algorithm looks at the profile data of people
who visit your site i.e. visit pages, checkout or even engage with your ads etc, or who are on
your email list, and they then crawl facebook to find similar profiles who they then advertise
your product to. Sounds kind of creepy, which is why it’s highly effective and popular.

To create a Lookalike Audience:

» Go to Create Audience, then select Lookalike Audience
» Select your audience you want to pull from based on the previous audiences you have
just set up, such as lookalikes of your email lists, your customers, your website visitors
over 30 days, 90 days etc.
» Choose the country you want to target too.

TIP:​We suggest starting off with an audience size of 1%, keep it focused and specific. Don’t
give the algorithm too much work to do when finding your ideal customers, so keep it at 1%
to start with, and then scale up the percentage with future tests.
Other Audiences
We mentioned a number of audiences you can create above, here is a list of other audiences
to create which can allow you to be really specific with your ads to reduce costs.

As we said, you can create other audiences based on the percentage of your videos they
have watched, and how they have interacted with your page.

Some examples include:

» People who have viewed 50% of your video
» People who have viewed 95% of your video
» People who have interacted with any of your pages’ content in the past 365 days
» People who have been to certain pages on your website
» People who have downloaded a certain lead magnet
» People who have visited any page of your website in the past 60 days
» People who have visited key pages on your site but NOT purchased
» People who have purchased your product
» People who are on your email list
» People who have visited only your homepage in the past week
» People who have interacted with an ad of yours in the past 30 days
Campaign Structure
Ok, you have set your audiences up. You’re equipped to target your customers. Now you
need to set up the campaigns. Organization and structure are key here.
To start:

> Go into ads manager

> Click the green Create Campaign button You’ll see this screen:

Name your campaign, your ad set, and your ad. Don’t over think it though, you can change
them later when your campaign becomes more clear.

You can start with:

Campaign: Launch Campaign
Ad Set: General Visitors Retargeting:
Ad Name: Image 1

After this, save it as a draft and go to the ad set section. Click on the edit button to open up
your targeting choices:
Campaign Structure
Ok, you have set your audiences up. You’re equipped to target your customers. Now you
need to set up the campaigns. Organization and structure are key here.
To start:

> Go into ads manager

> Click the green Create Campaign button You’ll see this screen:

Name your campaign, your ad set, and your ad. Don’t over think it though, you can change
them later when your campaign becomes more clear.

You can start with:

Campaign: Launch Campaign
Ad Set: General Visitors Retargeting:
Ad Name: Image 1

After this, save it as a draft and go to the ad set section. Click on the edit button to open up
your targeting choices:
This is where you use the customer data you put together while spying on your competitors
or doing your customer analysis etc.

If your ideal customer is 30-40-year-old women who like to listen to Beyonce, and they work
in ‘Marketing’ then you’d input those filters here.

TIP:​In addition to Including certain demographics, you also want to exclude them too.

If for example, you are trying to find new customers, you would want to ‘Exclude’ your
current customers.

Next, you’ll select where you want your ads to display. At first, test out Facebook and
Instagram feeds only. That’s where you get peoples attention. So unselect other options:
Messenger ads and chatbots are very popular and up and coming tactics, but they are more
advanced and specific to be included in this strategy. But... you may want to add those to
your plan of action.
Checklist:
So, you’ll see how Facebook is pretty systemized with the setup.
Using the tools they give you and the ability to create audiences and target so well makes it
easy to get a strong marketing campaign going.

Now it’s a case of using the above structure to then create your ads by adding images,
videos, your call to actions and ad copy to the simple ad builder.

The more audiences you test and the more specific you are, the more your ads will be
viewed and engaged with and the cheaper your clicks and sales conversions will be!

Here‘s what you should do now if you haven‘t done so already:

- Create and Install your Facebook Pixel onto your website
- Add custom events such as purchases, lead conversions, etc on your site
- Upload your email list as an audience for leads and customers (if you have it)
- Create custom audiences based on website views for your sales pages, checkout pages,
and general visits
- Create custom audiences based on video ad views (50%-75%-90%) - Create a custom
audience based on interest
- Create 1%, 5%, and 10% lookalike audiences based on the above custom audiences (email
lists, website visitors, etc)
- Create your first ad campaign, ad set, and ad
Monitoring

Facebook Ads aren’t a ‘set it and forget it’ campaign. You need to monitor the metrics of
your ads closely so you know what to tweak and change to go to the next level.

Most businesses think if you increase your budget, your CPA and ROAS will just stay the
same... it’s not the case. You have to work with Facebook’s ever-changing algorithm.

Here are some scaling methods that will set you apart. This is the serious side of Facebook
marketing...

Monitoring

Facebook‘s analytics makes it pretty easy to see what’s working and what isn’t in your
campaigns. You have to stick to your budgets and understand how your ads are performing.

Are they getting seen? Are they getting clicked on? Are they getting conversions etc?

Here are the main metrics that you should be measuring in your campaigns and why...
Cost Per Result
Each ad you set up will have a goal objective. It can be a conversion, a purchase, a click, etc.
You choose. The cost per result metric will show you the average cost of your ad based on
the objective “result” that you create.

Ad Impressions
This tells you how many times the ad has been viewed. But, it doesn’t tell you how many
people actually noticed your ad. It basically means that it was loaded onto a page.

Ad Frequency
Remember we mentioned that your ads will have a shelf life and you should refresh them?
This metric is important in that it will tell you how many times on average that a viewer has
seen your ad.
If the number is high it means that a person is looking at your ad more than once and could
be interested. However, if it is high, but your conversions are low, then it can be a sign that
the frequency of your ad is repetitive and stale.

Ad Clicks
As we said previously, the goal of your ads is to get people to click on them. So Ad clicks is
an important metric because it shows actual intent and interest in your offer. If you have low
ad clicks, you might want to change your message and images or video. If your ad clicks are
high but your sales page conversions are low, then you might need to optimize your landing
page.

Click-Through Rates
The click-through rates will show you the percentage of people who click your ads in
comparison to all of the people who saw your ads. This metric is shown in the ‘campaign
view’ within your ads manager. If you have a high click-through rate you’ll know that your ad
copy and target audience is on point.
Cost-Per-Click/Cost-Per-Impression
The cost-per-click metric shows how much you are paying whenever your ad is clicked
on. Cost-per-impression metric shows how much you are paying per 1,000 views of your
Facebook ad. These metrics are straightforward but should be monitored in order to stick
to your budget. You can set up your ads to be charged based on CPC or CPM, and you can
test which is the most cost-efficient for your campaigns.

Conversion Rates
One of the most important metrics, the conversion rate tells you what percentage of clicking
customers go on to purchase or achieve your objective.

Cost-Per-Conversion
Arguably the most important metric... The cost-per-conversion metric tells you how much
you have to spend for a sale. This is the reason you spending money on paid ads and will
help you figure out if it is effective or not.

ROAS - Return on Ad Spend

To go one further, if you can place a value amount on your purchase event, Facebook will
automatically take the cost per conversion and the revenue generated to calculate your
return on ad spend. This is the fun metric where you can see you that if you put $1 in... you
get $X out in return.
Scaling

After monitoring the above metrics, it will allow you to make the changes you need to
optimize your campaigns so you are getting a profitable Cost Per Conversion or ROAS.

Once you get to that point you’ll naturally want to scale your budget to make more profit.

But, if you want to scale your results, you need to scale your tactics and put some strong
scaling methods into your campaigns.

It isn’t as easy as just ‘increasing your budget’, and this is where people lose money and
can’t scale their low CPA’s.

So, here are some of the key techniques that will take your campaigns to the next level...

Retargeting
This is the obvious one. The less ‘underground’ tactic so to say, BUT, people still do it wrong
or limit their potential.

There are actually a number of retargeting methods to scale the strategy to increase
engagement, leads, and sales.

Retargeting is the glue that holds everything together and takes the user on a journey that
builds a relationship with you and your brand. It can lift conversion rates by +20% or even
higher.
So you’ll need to utilize retargeting to capture leads that get away and sales that didn’t
close.

This is where you are going to put your Facebook pixel to use and bring into play all of the
audiences you that previously set up, so you can basically create a Facebook Ad funnel.

You should segment your audiences based on their actions and then provide an ad unique
to where they are in the funnel. For example, if a customer views a product page, then they
should be retargeted with a reminder of that product and that they should “Finish their
checkout” etc.

If you don’t use these retargeting tactics, you’ll miss out on a huge amount of customers
who were previously engaged and would never have come back to your site had it not been
for your retargeting.

So, as we mentioned in the previous section, use your audiences to create ad sets that
retarget to:
- Check out page visitors (Abandoned Carts)
- Specific Product page visitors
- General Website visitors
- People who viewed 50%, 75%, and 90% of your video ads (build ad sets for each)

These are all strong retargeting methods that put your products back in front of customers
who have previously engaged. You’ve already made a connection with them. So... just like
with the Email sequences, you need to keep building the trust with them, keep reminding
them of your value and eventually they will make a purchase. 7th time is the charm in sales
remember!
Another tip is to engage your previous customers by retargeting to them based on the email
list you uploaded to Facebook. Remind them of new products or for them to stock up on
supplies... or even send a holiday gift to their friends etc as a way to add even more profit to
your campaigns.

For each audience... create an ad that will resonate with where they are at in the funnel. So
if they abandoned your checkout, show them the product they abandoned as a reminder. Or
show them some testimonials in case they needed some additional reassurances.

If they are just general visitors, your ad should tell them more about the value and benefits
of your product.

Adding the above retargeting methods can give you dramatic results. Go put some of your
budgets towards testing it out.

Increase The Budget Of Your Successful Ads

Sounds simple and obvious, but increase the budget for the ads that are performing best. If
you have high converting ads and low conversion costs compared to other ads and ad sets
then let the better performing ad grow rather than changing it.

Duplicate Ads to Additional Audiences

This is similar to the above point in that if you see an ad performing well in an ad set, you
should duplicate it and add it to other ad sets or campaigns that target a different audience.
There’s no guarantee that it will perform the same, as all audiences respond differently
to ads, but you should put it in the game and see if it works. If the audiences aren’t too
dissimilar, then you have a chance of it being profitable.
Ad Creative Optimization
This can be a real time-saver in optimizing your ad creative. Facebook‘s Dynamic Creative
Optimisation (DCO) feature basically allows you to put in 10 different images, 10 different
texts, 10 different headlines, and 10 different descriptions... and it will automatically mix and
match the creative to show to sub-audiences with your target audiences to test which mix
works best.

The drawback of DCO is that you won’t know exactly which mix is working as you just leave
it to Facebook, but clients and multiple businesses have seen profits can soar by putting
this into play, so try it out!

New Audience Expansions

As we pointed out at the beginning of this section, all ads will run their course and hit
a bell curve. So you need to always be exploring new audiences to expand to. Don’t get
discouraged by this as ultimately it is a sign your brand is growing.

You can have Facebook expand its’s search into people outside of your target audience that
it feels will also convert for you which you can try. But ultimately, this is a case of utilizing
the different lookalike audiences that you made based on website behavior, ad/video
engagement, and even new interest-based demographic targeting, etc.

These are the standard methods of Facebook management. They will set you apart from
most other businesses who might neglect the details of a Facebook campaign.

This should serve as a blueprint for you to be confident in setting up, managing, and scaling
your campaigns, OR... it can serve as a guide so you know your Facebook Ads Manager is on
top of their game and covering bases.
There is a lot to do. If you want to see results you should be investing a number of hours
each week on figuring out what’s working. If you don’t have the time or the understanding
but you want the results, then you should invest in hiring a good Facebook ads manager to
make you profitable.

Checklist:
- Run your ads on a test budget to get started
- Get familiar with searching and identifying the key metrics
- Set up your retargeting ads to different audience segments
- Increase the budget on your best-performing ads
- Enter your ad creatives into the Dynamic Creative feature to test performance
Ad Creatives

The above foundations for setting up and managing your Facebook Ads will give you every
chance of really growing your business if you have a good product. But of course, your
actual ad creative is essential in capturing the attention, clicks, and conversions.

You need to invest in focusing directly on your ads and how you’ve designed them. From the
ad copy, the images and videos, and call to actions... here are some main tips:

Ramping Up Your Ad Copy

Remember that Facebook is all about discovery. People aren’t looking for your ad and they
have a lot of distractions on their feed... so you need amazing ad copy to stand out from
competitors and capture their attention. You need a solid ad text, an attention-grabbing
headline, and a strong link description.

Ad Text:
This is the text that appears above the visual part of the ad. (or below your Instagram ad).
This should usually be about 20 words and give an overall summary of the value and offer of
your product. But, in some cases, you can also write much longer sales copy in this area. So
you can test which works for you.

Headline:
This appears directly under your ad image or video. Needs to be short, clear and concise,
punchy statement, that grabs attention.
Link description:
This appears directly below the headline. This can be 12-15 words in length and will expand
on your headline to support it and give it an extra punch. Depending on the length of your
headline and the type of ad, the description may tail off with ellipsis ‘...’
Note*: These are obvious and general guidelines, but remember to test different copy and
creative, and consider what message your customer needs to see depending on which
stage of your sales funnel they might be. This will help reduce Cost per conversions and will
increase profits.

Include a Call-to-Action
Every ad should have a call to action. You run the ads to generate engagement and
ultimately send your customer down your sales funnel.

So use the call to action buttons that are relevant to your ad, such as: “Learn More,” “Click
Here,” “Subscribe,” “Sign Up,” or, “Download”.
No call to action, no profit.

Optimize Your Images/Ad Format

Your ad copy will capture attention, but the visitor won’t see it until they are stopped by
a cool image first. So make your images grab their attention and set yourself apart from
everything else on their feed so you get more clicks!

You can use Facebook‘s different ad formats to create, image carousels, square images,
landscape images, etc.

Your images might have a call to action, they might have a graphic or might just be a
photograph. Whatever it is, you need to optimize the quality and create intrigue. And of
course, you need to test!

You might sometimes be surprised at which image performs best.

Use Video Ads!
Using video in your ad strategy can be one of the most effective ways to grab the attention
of an audience. Facebook wants to promote videos! And, people want to watch things. So
play into Facebook‘s hands. Your videos can be of your product, they can be a series of
images of your product, they can be a selfie of you promoting the product, or you can go
full-on production style and create a commercial (if you have the budget). You can use
Facebook‘s built-in video editor to quickly make a 5-15 second clip with ease. Or you can
find somebody on Upwork or Fiverr that can create something for you at low cost.
Advanced FB Tactics

Here are some more advanced tactics to take things up a level and get the most out of your
campaigns...

Split Testing Ad Sets and Ad Copy

We keep talking about ‘testing’, you have to figure out what version of a landing page or
ad works best so you compare two or more versions. This is split testing, or A/B testing as
otherwise referred to.
You should run split tests to test multiple campaigns to the same audience, and see
whether ad ‘A’ is better than ad ‘B’.

Setting up in Facebook

Facebook has a Split Test feature where it will run two ads side by side for a short period
of time before determining a winner. You can set this up as you are creating a campaign by
selecting ‘create split test’

But you can also set this up yourself by creating two campaigns. This will mean you need a
big enough budget so you can gather data for both campaigns, but it’s a great way to figure
out which ad performs best before switching off the worst one.

Make sure you are only testing one variable. So if it is just the image or video that you want
to test, keep the title, description, call to action and the target audience the same, etc.
If you wanted to take your a/b testing to another level, then you could create variables
within each variable in multiple campaigns.

You could have 5 different videos, 5 different ad copy versions, and create campaigns to
test each mix and match of each.

This would allow you to get super specific on what works best, but it is a lot to manage,
monitor and organize so you’d need to be on top of your Facebook game.

This is pretty much the manual method of using Facebook‘s Dynamic Creative feature that
we discussed above, which is easier to do, but you wouldn’t see exactly which ad works
best.

If you find Facebook‘s Ad Manager a little confusing then you could use software such as
AdEspresso which can be a little easier to run test and manage the account.

Why Split Test?

We can’t stress enough how important it is to test everything you do in marketing.
Especially when you are directly paying for the ads. You want to know exactly what is going
to give you a bigger return for every dollar spent, so perform these small tests in order to
save you a lot of money in running ads that don’t work.

It does take time and effort to set up, and a lot of patience and persistence in learning
where the sweet spot is for your audience is. Then even when you get things right, you have
to always innovate and optimize to ensure results are maintained or improved.
The difference between most online businesses is that many will do the basic levels of
account management, but it’s the ones who persist and continuously try new methods to
scale that succeed.

Once you get this right, your business and profits will grow!

Manual Bidding
Another way to increase and scale profits is Manual bidding.

Facebook usually defaults to an automatic bidding strategy where the algorithm does the
hard work for you by picking the best bids based on your campaign objective. But, if you
want to handle things yourself you can choose the manual big setting and set a specific
budget for what you want to pay per conversion.
This is an advanced method that lets you can set up within the Ad Set settings, and we
advise you only test this with a proven funnel and high converting ads to see if you can
improve things.

The goal is to hope that you can manually perform better than Facebook‘s default bid
optimization. So if Facebook’s default automatic bidding is getting you a $10 conversion
rate, you want to play around with your manual bids and set it at $5 to see if you can be
more efficient than Facebook‘s algorithm.

Then, based on those results, you might increase your bid to $20 and find that your final
conversion cost is lower than the automatic conversion cost you had.
You can edit your bids on an hourly, daily or weekly basis but you need to be on top of this
because you are taking the responsibility to do the work that Facebook would otherwise do.
Check in every hour or day when you first set it up as you could lose a lot of money if you
miss a beat.

One thing that often happens with Manual Bidding is that your daily budget doesn’t get
spent and so your ads don’t get seen. This can be because your bid is way too low to get a
sale.

You can fix this by ensuring your budget is 5x-10x of your bid cap. This might be a big
budget which is why this is an advanced strategy.

Then, you want to slowly increase your budget to start the algorithm...

Check in every couple of hours to see if your ads are getting impressions. If they aren’t, then
you can increase your bid cap by $2. Then, check in another couple of hours to see if your
ads are getting served and increase by $2 again if they aren’t.

Don’t do this more than 5x a day and of course, once the budget starts getting spent, leave
it there.

Your budget won’t always get spent in a day, so if after a few days or a week you have
increased your bid to a that still isn’t getting spent or getting any sales... stop the campaigns
and revert back to your usual automatic strategies.

Sometimes this strategy can be a great way to get more out of your campaigns or to get
your campaigns back on track, but sometimes they won’t work. It’s just how the game is.
Remember, if you don’t test and try new things, you won’t know how much success you can
have with it. So test test test!

Rapid Scaling
If you have a huge budget and are really ready to risk things, then you can use the same
manual strategy above but increase your bid budget by $10 every couple of hours instead
of $2.

The idea is that you can quickly get your campaign up and running and bypass the learning
and waiting process to get your ads firing and converting in the same day.

NOTE: This is a very risky strategy and we don’t advise it unless you a Facebook Master
and are willing to spend and risk a lot of money.

Super Lookalike Audiences

If you already have a customer base you can get even more specific with the lookalike
audiences you can create to target the most profitable customers. If you filter your database
of your highest paying customers, based on Lifetime Value or Average Order Value... upload
that list as a lookalike audience and the Facebook pixel will look for customers who will be
just as loyal and high spending customers.

Remember the cost of learning in these cases will see your campaigns enter a 'Learning
Phase‘ as the pixel get‘s used to finding what you want... this will increase CPA‘s, but
after the pixels do their learning are equipped with new specific knowledge of your ideal
customer, it will find your customers more easily (and cheaply) and those customers should
increase your ROAS.
Resurface old ads
Facebook is massively rewarding social proof right now because of their need to clean up
their platform and it‘s integrity. So ads with higher engagement will be pushed further by
facebooks algorithm.

If you have old ads live that had high engagement, put them live again to see how they
perform. You might see their CPA‘s decrease!

Similarly, take into account the engagement and interaction of your conversion ads, if they
have high conversion costs but have also have high engagement... still leave them running
and give them time as the social proof can build up and improve results.

Use long-form descriptions

You can use your ad to qualify and sell people before they click on the ad... this might mean
higher click costs, but higher conversion rates. This allows you to teach your Facebook pixel
to be super specific with the targeting as you know that whoever is engaging with your
ad after being given so much information, are much warmer and qualified leads to spend
money on, and more likely to convert through retargeting.
Instagram Advertising

Any ads that are created in Facebook can be shown on the Instagram platform too. Two
birds with one stone and an opportunity to get in front of more of your customers on
another channel.

As we mentioned previously, you might want to create specific campaigns for Instagram to
ensure your formatting is optimized. Though to start with, you should include Instagram and
Facebook as the main feeds you show your ads to.

Instagram Stories Ad Format

When it comes to Instagram and Facebook stories however, you should switch up the type
of ad content as people are expecting a different experience that when they are scrolling.

You can get a really low cost per conversion with Instagram and Facebook story ads.

This Instagram Story template can work very well if you are a personal brand and or have a
brand ambassador who is the face of a brand...

Here’s what you can do:

Instagram Story Retargeting Script/Swipe File
Run a 15-second ad where yourself or your brand ambassadors are speaking into their
iPhone (or any phone)... with a call to action to get a customer to a lead magnet, sales page,
or even an abandoned cart...

All they need to say is the same as the emails or ad copy that you have created for the
same thing:

“Hey, you didn’t finish your order? Did you get distracted?
We don’t want you to lose out on benefit "XYZ“, so we saved your cart.
We’ve sold thousands of [product] and we are giving you a 50% discount for the next 24
hours. Swipe up to grab yours.”

You can do this in multiple ways with multiple hooks that you should have created in the
emails and sales page copy sections.

Boost these stories as conversion ads, or set them up in your ad manager and ensure the
placement is in stories only, targeting your audiences that have already engaged with your
brand. Then watch your audience engage with your product thanks to the more personal
approach and connection to a human
Advertising Swipe Files

We’ve given you the secrets to all the winning Facebook campaigns that businesses are
using to build millions in revenue and profits.

You should now refer back to your competitor analysis and take a look at how your
competitors are running their ads.

What images, what call to actions, and copy, etc. You’ll likely get a feel for what is working
for them and you’ll see how you can stand out from them too.

So as to go to w​ww.facebook.com/ads/library​and search for your competitors or brands

you like and spark ideas for the creative and ad copy that you can use.

You should continuously do this even when your ads are running. Make a spreadsheet with
copy ideas and dive into it when you need to refresh your ads.
Take a look at your competitors or your favorite brands and put together a list copy you
want to use.
Engagement Funnel

Arguably one of the current tactics to selling anything on Facebook is the video funnel
strategy and attracting new customers into your brand.

As we’ve already covered in-depth, you need to build a sales funnel to attract new/cold
customers into your funnel before, sending them to your lead magnet before you then
nurture the relationship via email marketing to convert them.

However, with Facebook getting more competitive and expensive, many of the older tactics
that used to work to attract new customers are much harder in this current climate.

Today, it’s just not as easy to put up a sales ad or lead magnet ad and have cold traffic sign
up and into your funnel on the first time of asking. It can work, but it can be expensive.

The advancements mean that you have to be more creative with the structure, targeting
and ad content in your campaigns.

And ultimately, you are creating a pre-sales funnel with your Facebook ads to engage
customers before they enter your main funnel.

This is an additional layer to your funnel that will allow you to attract new targeted
customers into your world at a cheaper cost than if you leave this step out.
This is essential for you if you don’t have a huge following, don’t have an email list or any
lookalike audiences, and if you need to acquire cold customers from scratch. But, even with
the above in place, you should still use this structure.

Here is what you do:

Create multiple engagement video ads, using multiple ‘pain points’ and ‘hooks’ to give
value to customers... and then retarget them with more specific video ads based on their
engagement.

Essentially, through their engagement behavior, you’ll show them different Facebook ads to
build the trust and relationship to bring them closer to committing to buying or signing up
for your offer.

You should have already created your custom audiences to segment people who watch 50%,
75% and 95% of your videos, so this is a framework to use to make use of the audiences.

And, you should have already have listed your customer‘s pain points and your solution to
their pain points, which you can now use for ads.
We are going to use a 3​tiered ad campaign​to set things up.
Here’s what you should do:

1) Stage 1: Engagement Ad Set: Get them to know you

Action Point: Create 5x different videos around the 5 main pain points and problems your
customer has.

You should have created your customers‘ pain points using our questionnaire already. If you
are selling a weight loss program, for example, your 5 videos could be on:
a) Why your diet is holding you back from losing weight
b) Why your workouts aren’t working for you
c) Why you don’t need a gym to get and keep your dream body

The videos don’t have to be fancy or expensive to make, you can spend 5 minutes putting
it together with your phone. It’s your script that needs to be on point to capture their
attention and give them value.

Target a cold audience with this ad set, and don’t include a sales call to action. The main
objective is to have them watch the video.

This is the first point of contact into seeing your brand, they won’t be ready to buy from you
yet so you just need to engage with them.
Budget:
Place $5 per day or so on each video so they each get exposure. One of these videos will
engage better with your cold audiences than others. So after they have run for a few days,
you would turn the lower performing ads off and create new versions to try and improve
results, and so you aren’t spending money on overpriced video views.

2) Stage 2: Retarget - Get them to like you

Action Point: Create 3x video ads that will go into more detail around your product offer and
brand.

Retarget these 3 videos ONLY to the people who have watched 50% or more of the previous
engagement video ads!

You are moving the customer further down the funnel. The customer will be a little more
familiar with who you are and what you do.

In these ads, you should share with them your main benefits, beliefs, features, your unique
selling point, and mission. Give them advice and micro solutions to their problems.

Bonus:​I​f you can also include a testimonial video where somebody else is going to speak
on your behalf and provide social proof, this will also be beneficial.
Examples:

“The quick and easy workouts you need to lose weight etc”
“How to gain lean muscle without going to an expensive gym”
“How to get motivated every day with these 5 simple weight loss”

Share your value, share your uniqueness. Share your knowledge etc.
You can refer back to the previous ad hooks as you are continuing the story, and this won’t
be shown to anyone other than those who have seen your previous ads.

Budget​:
Again, as with the first stage, you should put $5 per day on each ad to give it exposure. If
one doesn’t work, you can pull it after a few days. Of course, this is completely dependent
on your budget so if you are spending thousands per day then scale the spend on relative
to your budget.

3) Stage 3: Convert - Get them to trust you & give them the solution
Action Point: Create 3x sales videos where you are providing your solution to the customer‘s
main pain points, and include a call to action for a sale to your core product, to your lead
magnet, tripwire, or whatever else you ask of them.

Tell the customers why you have what they need. Use your notes from the brand document
you created and the emails you might have already written to repurpose in this video ad
format.
If you’ve added value with the previous videos then the trust will have been built and the
prospect feels more comfortable to make a commitment to you.

This is the final stage of the funnel and you are only making an ask for anybody who is
already familiar with your brand. You’ve targeted them and qualified them so you aren’t
wasting money on ads asking random strangers to buy from you.

Budget:
Start with $5 per day on each ad in this ad set. But... this is where you will eventually want to
spend most of your budget. At first, you’ll pour money into the top of the funnel (stage 1) to
capture the video views which are much cheaper to acquire. Then, once you have enough
video views to retarget to you should increase your budget at the bottom of the funnel in
order to capitalize on the initial engagement and convert them into paying customers!

Once you establish a profitable return on ad spend, this is when you can increase your
budget and scale your returns massively.

This will reduce your conversion costs, and expand your brand awareness to new audiences.

Action Points:
» Write out your customers top 5 pain points and create video ads
» Create short scripts for your main benefits and the unique selling point of your product
(use your previous branding document questions and answers)
» Shoot your ads
» Reach out to customers for video testimonials
» Shoot 3 videos with sales call to actions including the content covered above

Resources:
Facebook Ad agency TierEleven explain their testing framework
The Ecommerce Ad Amplifier
Ad Copy Formula

A lot of ad copy needs to be written for your ads. It can be daunting to know where to start
and what to include.

It can be costly if you don’t put too much thought into your ad copy. And, rather than
spending thousands of dollars on a copywriter, or waiting for Facebook‘s algorithm to
tell you your ad copy isn’t working, you can use this checklist that the best Facebook ad
copywriters in the world use to structure and create winning ads in minutes.

Much of the following information is in the branding doc that you hopefully created when
you established your customer‘s pain points and your business benefits etc.... but if not, get
the following information in front of you so you can easily craft your Facebook ads.

Write this down and keep it in a document so you can refer back to it. You can use the
structures we provide below to create ad content in minutes.
AD COPY PREPARATION CHECKLIST
Your answers here will help you form your actual script...

1) Who is your ideal customer?

Remember their interests, age, location, income, language, etc

2) What are the top 3-5 pain points?

E.G. Overweight, Skinny, Unhealthy, Out of Shape, Low Confidence, expensive solutions
3) What are the top 3-5 challenges?

E.G. No guidance, no plan, no will power, no inspiration, no motivation

4) What are the top objections the avatar has about what you have to offer?

E.G. Cost, Quality, Commitment

5) What benefits does your offer provide?

Inspiration, guidance, motivation, savings, a better body, increased confidence,

happiness, healthy

6) What is the underlying cause of all your customer‘s problems?

Low self-esteem, no education or guidance

7) The Hook

E.G. If you’re looking to improve your fitness, lose weight, get stronger while getting the
motivation, inspiration, guidance, without the [XXX]then [Your product] is for you.

See below for more info on this.

*The Hook:
To build on the Hook... the hook is the sentence that will capture your audience‘s attention. It’s
your main headline. So you can use these in your ad descriptions and content.
Remember, different hooks will work better than others so you will need to test which works for
your product by creating variations and testing them out.
The hook should follow the structure:
“How To Go From Never [PAIN POINT] While [BENEFITS], Using [SOLUTION] Without [CHAL-
LENGE]...”

OR
How To Never [PAIN] To [BENEFIT] With [SOLUTION] Even If [CHALLENGE]...

Or

It Took Us X Years To [PAIN] and/to [BENEFIT] Until We found [SOLUTION]... Which works
even if [CHALLENGE]

Facebook Ad Copy Framework/Structure

The main goal of your ads is to build self-identification and trust with your customers. You
need to create the story we have previously covered in your branding section, and share it
with them through your various ads.

Here’s a structure for how you can craft your text ads, and your video scripts:
1) Excite them about their dreams
2) Reason and remove their fears of taking action
3) Rationalize their failures
4) Confirm their suspicions
5) Throw rocks at their enemies
6) The Bind (or hook reaffirmation)

If you were to use the above script for a video ad where you are talking into the camera to
your audience, here’s how it could look:
Example Script:

Pain Point: ‘Women Not wanting to get fit, but not wanting to go to the gym’

1) Excite them about their dreams

Hey Ladies, [NAME] here, speaking to you from my Gym here in [LOCATION], and today I
want to show you all some really cool workouts that you can do from home to help you get
your killer body and give you the confidence and sassiness that we girlies need. Without
having to go to the gym and without having to spend an hour working out!

2) Reason and remove their fears of taking action

So... today, you don’t have to get to the gym and workout in front of everyone. You don’t
even have to get dressed! You can relax, you can chill out in the comfort of your own home
and do what you can! This workout won’t hurt, it’s enjoyable, fun, and pretty easy so you’ve
nothing to lose. If you want to get moving with some of us fellow ladies empowering each
other to get fit, then give it a go. If not... remember the workout for the next time you feel
like you want to move :)

3) Rationalize their failures

And by the way... the best thing about this workout... how nice is not to have to go to the
gym?! All those times when we get busy with work and life... when we feel a little bit down...
a little anxious, flat, or disheartened about our bodies and fitness routine, or you’re just
lacking the motivation to get up and moving... It’s all OK!!! It’s normal for us all to feel like
that. It’s human nature. Trust me, all those feelings are completely normal! The good thing
is that we’re going to hit it together! All of us girls are empowering each other to get fit,
healthy and happy.
4) Confirm their suspicions
And, we get to do without the gimmicky fad diets, and without the fad workouts. Trust us,
we’ve tried most of them out there and as you’d probably expect they don’t work. Maybe for
a short time... but nothing is sustainable other than getting a regular routine.

5) Throw rocks at their enemies

So, don’t be trusting those expensive weight loss ‘systems’ or ‘magic pills’, please please
don’t fall for them. They are unethical and unhealthy. And, you don’t have to hike for hours
on the treadmill every day to get the results you want either...
6) The Bind / Hook Reaffirmation (If you [benefits] without [pain and challenges] then
check out ... )

These false promises and misleading information are some of the main reasons we created
[product] too... Everything we do here is all about getting you into a state of happiness and
well-being.

So if you are sick of spending a lot of money on fitness products, workouts and diets that
don’t work but still want to reach a state where you feel content, healthy and strong, then
[Product] is for you.
Additional Inclusions:
You can also add other sections to your ad content if you feel you need to:

7) The Offer Stack & Call to Action:

This is additional information for those who need to be sold more before making a decision.
This is used especially if the add requires an action or conversion...

So tell them what they will get by taking action:

“Here’s what you’ll get/find out/learn/uncover:”

List your deliverables in bullets, while associating the bullets with any
objections they might have about your offer

Overcome the main objection that’s holding them from taking action right
now: e.g. “This isn’t just another 2 hour-long webinar where I’ll sell you a
million-dollar product at the end”

Reassert your hook with a binding statement: “If you’re tired of [PAIN] and
want to finally [ULTIMATE BENEFIT],

“Click here”... Add a call to action to the script if this is an add where you want
to drive signups or sales etc.

Note*:​Of course, not all of your ads have to be this long, or it can even be longer. It needs to
be in line with your brand and audience and where they are at in the funnel.

If the above script is in a facebook description then you can use bullet points and emoji’s to
split things up and highlight key points.

Remember to also check out your competitor‘s ads by visiting:

www.facebook.com/ads/library