#+title: Section 03 - Lessons 21 | campaign planning #+HTML_HEAD: #+OPTIONS: H:6 * 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 #+attr_html: :width 500 file:../../../_share/media/img/facebook/envy/section_03/lesson-21/ex01-custom_audience.png - 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) #+attr_html: :width 1000 file:../../../_share/media/img/facebook/envy/section_03/lesson-21/ex02-dynamic_ad.png *** 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 #+attr_html: :width 800 file:../../../_share/media/img/facebook/envy/section_03/lesson-21/ex03-spreadsheet.png **** 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