473 lines
13 KiB
Org Mode
473 lines
13 KiB
Org Mode
#+title: Section 03 - Lessons 21 | campaign planning
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#+HTML_HEAD: <link rel="stylesheet" type="text/css" href="../../../_share/media/css/facebook.css" />
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#+OPTIONS: H:6
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* Links
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- [[../../toc.org][TOC - Facebook Marketing Notes]]
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- [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/19991792#overview][S03:L21 - video]]
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* Notes
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** numbers & budgets
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- find business numbers and develop budget
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- customer average order value AOV
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- customer average lifetime value
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*** cpa and basic budget
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- CPA = Ad Spend / Number of Conversions
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- Break Even CPA = AOV - Expenses = Profit Per OrdeR
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- daily budget = 10 x CPA (cost per action)
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- optimal budget for collecting data in facebook ads
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*** top of funnel
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- 20% of daily ad spend budget
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- feed facebook pixel
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- identify interested users
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- future warm audience
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- retarget
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- look alike audience
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**** allocate TOF budget
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- find Ad Set target market
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- optimize later
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- split test one variable per
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- break TOF budger
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- traffic
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- video views
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- post engagement
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*** nothing is set in stone
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**** three ways people can consume the same content
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- you can put $100 to a traffic campaign with a great blog post you want to drive users to
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- you could include the blog post URL in a facebook and Post Engagement campaign
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- create a video version of the blog for Video Views
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**** bottom line
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- split test
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- content
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- ads
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- try things out
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**** important suggestion: videos
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- create 1-2 videos for Video Engagement Custom Audiences
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- Facebook FAVORS video content
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*** after creating a TOF campaign
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- toggle Advantage Campaign Budget option at Campaign Objective selection level
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- allocate at $1 minimum per Ad Set
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- this is just the minimum
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- it will end up higher
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- test 10 Ad Sets
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- rewatch lecture [[https://www.udemy.com/course/facebook-ads-facebook-marketing-mastery-guide/learn/lecture/21226114#overview][The Compelte Facebook Spit Testing Guide]]
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- duplicate ad sets
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- duplicate split test
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**** how to break down the 10 ad sets
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***** Lookalike Audience: 6 out of 10
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- select Lookalike Audiences of people who have taken action
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- leads
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- purchases
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- etc
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***** Cold Audience: 3 out of 10
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- starting from scratch it will be 9 out of 10
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- no custom audiences
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- no lookalike audiences
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- target a COLD AUDIENCE in each ad set a single
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- interest
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- demographic
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- gender
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- age
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- location
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- behavior
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- go BROAD to find INTERESTED people
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- pick a large range
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- age
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- device (ios, etc.)
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- create an Avatar of the perfect customer
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***** Faisafe audience: 1 out of 10
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- MAX Broad audience
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- target
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- one country
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- large age group 18-65
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- all genders
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- fail safe ad set in case the prev 9 sets are wrong
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- the relevant ad content will get who you need to get
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**** TOF Campaign Audience testing
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- every 3 days / 1000 impressions per ad set
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- review ad sets and toggle off losers
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- TOF is for testing
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- replace the loser with a new set
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- change some variable
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- duplicate winning ad sets and adjest it
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- large budget
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- 50 ad sets targeting 1 audience each
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- small budget 100-500 per day
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- 10 ad sets
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- toggle off losers every 3 days and add new test audience
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*** favorite lookalike audiences
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- warm is always best
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- someone who engaged
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- someone who looks and acts online same as your warm audience
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**** best audiences types
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- Website Custom Audience : visitors by time spent - top 25%
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- removes users who bounce
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- Facebook Page Custom Audience
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- everyone who engaged with your page
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- instagram business profile custom audience
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- everyone who engages with your business
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- Video Engagement Custom Audience
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- people who either completed or viewed at least 15 seconds of your video (ThruPlay)
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- Website Custom Audience : AddToCart
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- create a 7, 14, and 30 day custom audience
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- Website Custom Audience : InitiateCheckout
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- Website Custom Audience : All website visitors
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- Website Custom Audience : People who visited specific web pages
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- e.g. landingpage
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- Website Custom Audience: Buyers
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- mutliple
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- single
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- all
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- Customer List Audience : setment lists
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- email subscribers
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- buyers
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**** lookalike audiences
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- replace all COLD TRAFFIC with LOOKALIKE AUIDENCES
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- you need 1000 users or more
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- lookalike perform best for TOF targeting
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*** favorite TOF ad
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- Post Engagement Campaign
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- normally people use a lead capture page via Conversion that costs $1-$5 per lead
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**** HOOK AND INSPIRE
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- publish a post to a facebook page asking a question
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- engages and comments on post
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- a comment is equivalent to a micro transaction with your brand
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- warmer
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**** how to
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- target Broad Audience
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- Post Engagement Campaign
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- also builds up social proof
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- natural virality
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- if its large enough facebook will lower costs
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- GET COMMENTS ON THE POST - ie answers to the question
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**** custom audience
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- Facebook Page Custom Audience > People who engaged with any post or ad
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**** pro tip
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- try to get a few likes on every post
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- it looks good
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*** perfect post
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- 1+ share per 100 impressions
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- comments under .25$ each
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- use the post ID for a new ad
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** TOF Content
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- people hate being sold
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- don't sell unless the product is under $30 (impulse buy)
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- give away value and retarget
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- try at least 2 different TOF ad content optinos
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- each offering a different value proposition
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*** text
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- polls
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- this is good for finding out more about your clients
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- surveys
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- quizzes
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- quetions
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- questions that prompt for user comments
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- CTA send message button
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*** videos
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- commericals
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- educational meets entertaining
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*** lists
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- top 10 ways to XYZ
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- The 7 Best Products for XYZ (free value relevant to your target market)
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*** contests / giveaways
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- can attract parasites
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- win/win giveaways
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- ie 'free pie with every order'
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*** lead magnets
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- free course
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- ebook
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- tutorial
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- coupon
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- food
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- product
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- etc
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** Middle of Funnel (MOF)
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- 50% of daily ad spend budget is allocated to MOF campaigns
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- retargeting WARM AUDIENCES
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- testing targeting cold audiences with offer or "sale ad"
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*** event goal campaign
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- Conversion Objective > Purchase
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- could be selling or collecting leads
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- have facebook find and optimize ads for users most likely to CONVERT
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- build Custom Audiences with most likely to convert
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*** start a retargeting campaign
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- you can start a retargeting campaign with as little as ONE person in the custom audience
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- best to have 1000 in custom audience before retargeting
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** buyer retargeting
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- facebook campaigns work better at retargeting than emailing
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*** testimonials + user generated content
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- photos / videos of customers using the product
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- create a contest to get past customers to create content for you
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*** reach campaign for past buysers
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- set conversion to Awareness (REACH)
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- use that instead of SALES
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*** strategies
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**** purchase event in 7 days
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***** process
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1. create a custom audience of users who have made a PURCHASE event in the past 7 days
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2. retardget this audience with an Awareness (REACH) objective campaign
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3. at the AD SET level, set the *Frequence Cap* to 1 impression every 3 days
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4. Create an ad with a selfie video (best engagement results by far for us)
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- 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!~
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***** why does this work
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- extremely effective
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- people appreciate being appreciated!
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**** purchase event 30 and 60 days
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create two Custom Audiences of users who made a PURCHASE event in the past 30 and 60 days.
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***** 30 days
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- Let customers use your product/ service for 30 days before asking for a review via email
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- this eliminates the users that are unhappy or already claimed a refund in the first 30 days
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***** 60 days
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1. gamify (ie contest) the creation of user generated content
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- e.g. tesimonial / review
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- videos
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- photos
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2. create an ad targeting "Purchase in past 60 days" Custom Audience and *exclude* "Purchase in past 30 days" Audience
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- we are targeting buyers between 31-60 days
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** optimize for conversions
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- facebook is seeking users that are most likely to CONVERT (view content, signup, buy, etc)
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- target that user as much as possible
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- SALES conversion campaigns are the most expensive / high CPM user to market
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- split test other campaigns
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- Video
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- Traffic
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- etc
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| sales conversion type | goal |
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|-----------------------+--------------|
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| TOF | View Content |
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| MOF | Add to Cart |
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| BOF | Purchase |
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*** purpose
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- optimize and build custom audiences likely to CONVERT
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- other reasons:
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- lower costs
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- want a specific action taken e.g. Engagement -> Video Views
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*** Bottom Of Funnel Audience
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- Video Views 75%
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- Customer Lists (email leads)
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- add to cart
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- Initiate Checkout
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- MOF View Content (from MOF Custom Audiences, such as XYZ product page view)
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- Webiste Visitors by time spent (top 25%)
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- Facebook Page Custom Audience > People who engage with any post or ad
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*** vip audiences
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#+attr_html: :width 500
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file:../../../_share/media/img/facebook/envy/section_03/lesson-21/ex01-custom_audience.png
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- more than one purchase
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- spent over a certain amount
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**** lookalike
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- wait till it's over 1,000+ in size
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- create lookalike
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** Facebook Pixel
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- install Facebook Pixel on website and let it collect event data
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- collect 100 total conversion events before starting sales campain for that specific conversion event
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** order of optimization
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1. identify target audience
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- interested people
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- action takers (buyers)
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2. use testing to determinate what creative works best for target market
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- examples
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- images
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- videos
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- ad formats (ie carousels)
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3. test and tweak copywriting
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** dynamic creative
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- always test 5 ad creative variables.
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- images
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- videos
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- primary text
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- headline
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- etc
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- never assume you have the perfect ad
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- bulk test variables with Dynamic Creative enabled ad AD SET level
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*** process
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1. create single campaign (with Campaign Budget Optimization toggle on)
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2. create a single AD SET under that campaign
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3. create a single DYNAMIC CREATIVE ad with 5 variables under each ad creative area (up to 10 variables for images/ videos)
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4. duplicate the AD SET 10 times (for split testing)
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#+attr_html: :width 1000
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file:../../../_share/media/img/facebook/envy/section_03/lesson-21/ex02-dynamic_ad.png
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*** analysis
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- *Ads Manager* > Ads Tab > *Breakdown* menu > *Dynamic Creative Asset*
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- select each Dynamic Creative Asset to review results
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- one campaign for testing and one for performance
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1. test for 3 days
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2. review Dynamic Creative Assets via Breakdown menu
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3. identify best Custom Audience
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** Ad Creative
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*** general
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- what makes your product special
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- what is your unique selling proposition
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- how is your product a SOLUTION to their PROBLEM
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- SELL THE OUTCOME
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- test different ways to convey this with your creatives
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- split test
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- get people to say "YES" (literally)
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- this is micro transaction
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*** middle of funnel
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**** answer OBJECTIONS that the customer may have about your product
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- share why XYZ is worth their time
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- use testimonials
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- money back guarantee
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**** test scarcity and FOMO creatives
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- show a success story
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**** test various ad copy to see which Objection Debunk results in sales
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- can be used in TOF
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- may include ANSWERS to common objections before they happen
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- 30 day money back guarantee
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- clearly describe what the product does / problem it solves
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- free gift
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**** high priced product (100$ +)
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- continue to build trust
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- provide value
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- nurture relationship with
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- ads narrative / store
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- testimonials
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- why people should care
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- hit the "7 Touch Points" of people seeing and learning about brand before they buy
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*** bottom of funnel
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**** user generated content
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- video testimonials
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- customer reviews
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- create a slideshow or video
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- images of customers with product
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- carousel ads
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**** build credibility
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- why should they trust you
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- awards won
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- total customers
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**** ads relevant to retarget audience
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- Ad to Cart audience
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- remind them that they left something in cart
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- use a 10% off coupon to return and finsihe checking out
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- for these guys exclude the Past Customer Audience
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**** PRO TIP
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- don't always use discounts
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- limited time only
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- bonus item to add value and incentivize
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** User Generated Content
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- unboxing videos for products
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- carousel ads with different customer testimonial video/ text
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- written reviews in a 30 second video slidesho with images of product, customer pics and text overlay
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- customers wearing or using your product in videos or images
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** Track Testing
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- all data is stored in Facebook Ads Manager
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- manually review and pull data to look in a spreadsheet
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*** spreadsheet layout
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#+attr_html: :width 800
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file:../../../_share/media/img/facebook/envy/section_03/lesson-21/ex03-spreadsheet.png
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**** tabs
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- audiences
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- age
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- gender
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- location
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- placements
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- creative
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**** columns
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- identifier
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- interest targeted
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- amount spent
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- CPM (cost per 1000 views)
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- CPC (cost per click)
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- CTR (click through rate)
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- Conversions
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- leads
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- purchases
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- Cost Per Result (CPA)
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- Revenue
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- Profit
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