media-facebook/envy/_subsections/sec03/lesson-21.org

#+title: Section 03 - Lessons 21 | campaign planning
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* Links
- [[../../toc.org][TOC - Facebook Marketing Notes]]
- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/19991792#overview][S03:L21 - video]]

* Notes
** numbers & budgets
- find business numbers and develop budget
  - customer average order value AOV
  - customer average lifetime value

*** cpa and basic budget
- CPA = Ad Spend / Number of Conversions
- Break Even CPA = AOV - Expenses = Profit Per OrdeR

- daily budget = 10 x CPA (cost per action)
  - optimal budget for collecting data in facebook ads

*** top of funnel
- 20% of daily ad spend budget
- feed facebook pixel
- identify interested users
- future warm audience
  - retarget
  - look alike audience

**** allocate TOF budget
- find Ad Set target market
  - optimize later
  - split test one variable per

- break TOF budger
  - traffic
  - video views
  - post engagement

*** nothing is set in stone
**** three ways people can consume the same content
- you can put $100 to a traffic campaign with a great blog post you want to drive users to
- you could include the blog post URL in a facebook and Post Engagement campaign
- create a video version of the blog for Video Views

**** bottom line
- split test
  - content
  - ads
- try things out

**** important suggestion: videos
- create 1-2 videos for Video Engagement Custom Audiences
- Facebook FAVORS video content

*** after creating a TOF campaign
- toggle Advantage Campaign Budget option at Campaign Objective selection level

- allocate at $1 minimum per Ad Set
  - this is just the minimum
  - it will end up higher

- test 10 Ad Sets

- rewatch lecture [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/21226114#overview][The Compelte Facebook Spit Testing Guide]]
  - duplicate ad sets
  - duplicate split test

**** how to break down the 10 ad sets
***** Lookalike Audience: 6 out of 10
- select Lookalike Audiences of people who have taken action
  - leads
  - purchases
  - etc

***** Cold Audience: 3 out of 10
- starting from scratch it will be 9 out of 10
  - no custom audiences
  - no lookalike audiences

- target a COLD AUDIENCE in each ad set a single
  - interest
  - demographic
  - gender
  - age
  - location
  - behavior

- go BROAD to find INTERESTED people
  - pick a large range
  - age
  - device (ios, etc.)

- create an Avatar of the perfect customer

***** Faisafe audience: 1 out of 10
- MAX Broad audience
- target
  - one country
  - large age group 18-65
  - all genders

- fail safe ad set in case the prev 9 sets are wrong
- the relevant ad content will get who you need to get

**** TOF Campaign Audience testing
- every 3 days / 1000 impressions per ad set
- review ad sets and toggle off losers

- TOF is for testing
  - replace the loser with a new set
  - change some variable
  - duplicate winning ad sets and adjest it

- large budget
  - 50 ad sets targeting 1 audience each

- small budget 100-500 per day
  - 10 ad sets
  - toggle off losers every 3 days and add new test audience

*** favorite lookalike audiences
- warm is always best
  - someone who engaged
- someone who looks and acts online same as your warm audience

**** best audiences types
- Website Custom Audience : visitors by time spent - top 25%
  - removes users who bounce

- Facebook Page Custom Audience
  - everyone who engaged with your page

- instagram business profile custom audience
  - everyone who engages with your business

- Video Engagement Custom Audience
  - people who either completed or viewed at least 15 seconds of your video (ThruPlay)

- Website Custom Audience : AddToCart
  - create a 7, 14, and 30 day custom audience
- Website Custom Audience : InitiateCheckout
- Website Custom Audience : All website visitors
- Website Custom Audience : People who visited specific web pages
  - e.g. landingpage

- Website Custom Audience: Buyers
  - mutliple
  - single
  - all

- Customer List Audience : setment lists
  - email subscribers
  - buyers

**** lookalike audiences
- replace all COLD TRAFFIC with LOOKALIKE AUIDENCES
- you need 1000 users or more
- lookalike perform best for TOF targeting

*** favorite TOF ad
- Post Engagement Campaign
- normally people use a lead capture page via Conversion that costs $1-$5 per lead

**** HOOK AND INSPIRE
- publish a post to a facebook page asking a question
- engages and comments on post
- a comment is equivalent to a micro transaction with your brand
  - warmer

**** how to
- target Broad Audience
- Post Engagement Campaign
  - also builds up social proof
  - natural virality
  - if its large enough facebook will lower costs
- GET COMMENTS ON THE POST - ie answers to the question

**** custom audience
- Facebook Page Custom Audience > People who engaged with any post or ad

**** pro tip
- try to get a few likes on every post
- it looks good

*** perfect post
- 1+ share per 100 impressions
- comments under .25$ each
- use the post ID for a new ad


** TOF Content
- people hate being sold
- don't sell unless the product is under $30 (impulse buy)
- give away value and retarget

- try at least 2 different TOF ad content optinos
  - each offering a different value proposition

*** text
- polls
  - this is good for finding out more about your clients
- surveys
- quizzes
- quetions

- questions that prompt for user comments

- CTA send message button

*** videos
- commericals
- educational meets entertaining

*** lists
- top 10 ways to XYZ
- The 7 Best Products for XYZ (free value relevant to your target market)

*** contests / giveaways
- can attract parasites
- win/win giveaways
- ie 'free pie with every order'

*** lead magnets
- free course
- ebook
- tutorial
- coupon
- food
- product
- etc

** Middle of Funnel (MOF)
- 50% of daily ad spend budget is allocated to MOF campaigns
- retargeting WARM AUDIENCES
- testing targeting cold audiences with offer or "sale ad"

*** event goal campaign
- Conversion Objective > Purchase
- could be selling or collecting leads

- have facebook find and optimize ads for users most likely to CONVERT
- build Custom Audiences with most likely to convert

*** start a retargeting campaign
- you can start a retargeting campaign with as little as ONE person in the custom audience

- best to have 1000 in custom audience before retargeting



** buyer retargeting
- facebook campaigns work better at retargeting than emailing

*** testimonials + user generated content
- photos / videos of customers using the product
- create a contest to get past customers to create content for you

*** reach campaign for past buysers
- set conversion to Awareness (REACH)
- use that instead of SALES

*** strategies
**** purchase event in 7 days
***** process
1. create a custom audience of users who have made a PURCHASE event in the past 7 days
2. retardget this audience with an Awareness (REACH) objective campaign
3. at the AD SET level, set the *Frequence Cap* to 1 impression every 3 days
4. Create an ad with a selfie video (best engagement results by far for us)
   - say something like: ~Thank you so much for your purchase from [company name]! We are so excited to have you as part of our community! If you need anything, please feel free to reach out to us! Thanks again!~

***** why does this work
- extremely effective
- people appreciate being appreciated!

**** purchase event 30 and 60 days
create two Custom Audiences of users who made a PURCHASE event in the past 30 and 60 days.

***** 30 days
-  Let customers use your product/ service for 30 days before asking for a review via email
- this eliminates the users that are unhappy or already claimed a refund in the first 30 days

***** 60 days
1. gamify (ie contest) the creation of user generated content
   - e.g. tesimonial / review
     - videos
     - photos
2. create an ad targeting "Purchase in past 60 days" Custom Audience and *exclude* "Purchase in past 30 days" Audience
   - we are targeting buyers between 31-60 days

** optimize for conversions
- facebook is seeking users that are most likely to CONVERT (view content, signup, buy, etc)
  - target that user as much as possible

- SALES conversion campaigns are the most expensive / high CPM user to market
  - split test other campaigns
    - Video
    - Traffic
    - etc

| sales conversion type | goal         |
|-----------------------+--------------|
| TOF                   | View Content |
| MOF                   | Add to Cart  |
| BOF                   | Purchase     |

*** purpose
- optimize and build custom audiences likely to CONVERT
- other reasons:
  - lower costs
  - want a specific action taken e.g. Engagement -> Video Views

*** Bottom Of Funnel Audience
- Video Views 75%
- Customer Lists (email leads)
- add to cart
- Initiate Checkout
- MOF View Content (from MOF Custom Audiences, such as XYZ product page view)
- Webiste Visitors by time spent (top 25%)
- Facebook Page Custom Audience > People who engage with any post or ad

*** vip audiences
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- more than one purchase
- spent over a certain amount

**** lookalike
- wait till it's over 1,000+ in size
- create lookalike

** Facebook Pixel
- install Facebook Pixel on website and let it collect event data
  - collect 100 total conversion events before starting sales campain for that specific conversion event


** order of optimization
1. identify target audience
   - interested people
   - action takers (buyers)

2. use testing to determinate what creative works best for target market
   - examples
     - images
     - videos
     - ad formats (ie carousels)

3. test and tweak copywriting

** dynamic creative
- always test 5 ad creative variables.
  - images
  - videos
  - primary text
  - headline
  - etc

- never assume you have the perfect ad

- bulk test variables with Dynamic Creative enabled ad AD SET level

*** process
1. create single campaign (with Campaign Budget Optimization toggle on)
2. create a single AD SET under that campaign
3. create a single DYNAMIC CREATIVE ad with 5 variables under each ad creative area (up to 10 variables for images/ videos)
4. duplicate the AD SET 10 times (for split testing)

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*** analysis
- *Ads Manager* > Ads Tab > *Breakdown* menu > *Dynamic Creative Asset*
  - select each Dynamic Creative Asset to review results

- one campaign for testing and one for performance
  1. test for 3 days
  2. review Dynamic Creative Assets via Breakdown menu
  3. identify best Custom Audience

** Ad Creative
*** general
- what makes your product special
  - what is your unique selling proposition
- how is your product a SOLUTION to their PROBLEM
  - SELL THE OUTCOME
  - test different ways to convey this with your creatives
- split test
- get people to say "YES" (literally)
  - this is micro transaction

*** middle of funnel
**** answer OBJECTIONS that the customer may have about your product
  - share why XYZ is worth their time
  - use testimonials
  - money back guarantee
**** test scarcity and FOMO creatives
  - show a success story
**** test various ad copy to see which Objection Debunk results in sales
  - can be used in TOF
  - may include ANSWERS to common objections before they happen
    - 30 day money back guarantee
    - clearly describe what the product does / problem it solves
    - free gift

**** high priced product (100$ +)
- continue to build trust
- provide value
- nurture relationship with
  - ads narrative / store
  - testimonials
  - why people should care
- hit the "7 Touch Points" of people seeing and learning about brand before they buy

*** bottom of funnel
**** user generated content
- video testimonials
- customer reviews
  - create a slideshow or video
- images of customers with product
  - carousel ads

**** build credibility
- why should they trust you
  - awards won
  - total customers

**** ads relevant to retarget audience
- Ad to Cart audience
  - remind them that they left something in cart
  - use a 10% off coupon to return and finsihe checking out
  - for these guys exclude the Past Customer Audience

**** PRO TIP
- don't always use discounts
- limited time only
- bonus item to add value and incentivize

** User Generated Content
- unboxing videos for products
- carousel ads with different customer testimonial video/ text
- written reviews in a 30 second video slidesho with images of product, customer pics and text overlay
- customers wearing or using your product in videos or images

** Track Testing
- all data is stored in Facebook Ads Manager
- manually review and pull data to look in a spreadsheet

*** spreadsheet layout

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**** tabs
  - audiences
  - age
  - gender
  - location
  - placements
  - creative

**** columns
- identifier
  - interest targeted
- amount spent
- CPM (cost per 1000 views)
- CPC (cost per click)
- CTR (click through rate)
- Conversions
  - leads
  - purchases
- Cost Per Result (CPA)
- Revenue
- Profit