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Section 03 - Lessons 21 | campaign planning

Links

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 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

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)

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

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