ZERO TO

FACEBOOK
ADVERTISING

guide

by RARES GAITAN
 FB ADS

FACEBOOK ADS
STRATEGY

#01
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.
FACEBOOK ADS STRATEGY

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%.
 FB ADS
PAID
ADVERTISING

#02
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...
PAID ADVERTISING

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.
PAID ADVERTISING

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.
 FB ADS
SET UP

YOUR ADS

#03
SET UP YPUR 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 https://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.
SET UP YOUR ADS

*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.
SET UP YOUR ADS

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.“
 SET UP YOUR ADS

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.
 SET UP YOUR ADS

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.

SET UP YOUR ADS

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.
SET UP YOUR ADS

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.
SET UP YOUR ADS

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.
SET UP YOUR ADS

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
SET UP YOUR ADS

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:
SET UP YOUR ADS

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:
SET UP YOUR ADS

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.
SET UP YOUR ADS

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

 FB ADS
MONITORING

#04
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...
MONITORING

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 ref resh 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 f requency

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.

MONITORING

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.
 FB ADS
SCALING

#05
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.
SCALING

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!
SCALING

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.

SCALING

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.
SCALING

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
 FB ADS

AD CREATIVES

#06
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.
AD CREATIVES

Link description:

This appears directly below the headline. This can be 12-15 words in

length and will expandon 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 ‘...’

AD CREATIVES

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.

AD CREATIVES

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.
 FB ADS

ADVANCED FB
TACTICS

#07
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.
ADVANCED FB TACTICS

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.
ADVANCED FB TACTICS

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.
ADVANCED FB TACTICS

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.
ADVANCED FB TACTICS

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.
ADVANCED FB TACTICS

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.
 FB ADS

INSTAGRAM
ADVERTISING

#08
ADVANCED FB TACTICS

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:

ADVANCED FB TACTICS

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
 FB ADS

ADVERTISING
SWIPE FILES

#09
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.
ADVERTISING SWIPE FILES

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.

ADVERTISING SWIPE FILES

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.

ADVERTISING SWIPE FILES

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.
ADVERTISING SWIPE FILES

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.
ADVERTISING SWIPE FILES

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 theN

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

f rom the brand document you created and the emails you might

have already written to repurpose in this video ad format.

ADVERTISING SWIPE FILES

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

 FB ADS
AD COPY
FORMULA

#10
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.
 FB ADS
AD COPY
PREPARATION
CHECKLIST

#11
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

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________
AD COPY PREPARATION CHECKLIST

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

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________
AD COPY PREPARATION CHECKLIST

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

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________
AD COPY PREPARATION CHECKLIST

7) The Hook

E.G. If you’re looking to improve your fitness, lose weight,

gestronger 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 [CHALLENGE]...”

OR

AD COPY PREPARATION CHECKLIST

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:
AD COPY PREPARATION CHECKLIST

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.
AD COPY PREPARATION CHECKLIST

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.
AD COPY PREPARATION CHECKLIST

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 f rom 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
Thank you!

ZERO TO

by RARES GAITAN