THE AD ENGINE
7 Step Process For Killer Marketing
By: Mark Anupom Mollick
Founder & Executive Consultant
ABOUT IDEAN CONSULTING
IDEAN Consulting is the First Conversion Focused
MarTech & Business Strategy consultancy firm in
Bangladesh, providing strategic consultancy services that
work as a fuel for exponential growth in your business.
IDEAN helps you to harness the super-power of MarTech
& Business Strategies with our highly optimized
proprietary hourglass funnels, flexible frameworks and
off-the-shelf templates.
IDEAN blog is a rich resource for you providing actionable
strategic ideas with execution plans.
We also provide advanced certification masterclasses and
comprehensive training on MarTech, Digital Marketing
and Business Strategies to transform your career and
business.
http://ideanconsulting.com
ABOUT THE AUTHOR
MARK ANUPOM MOLLICK
Founder & Executive Consultant,
IDEAN Consulting
Doctor of Business Administration (DBA)
Candidate, IBA (DU)
MBA, IBA (DU)
BSc Engineering, BUET
Anupom Mollick has worked over 7+ years in large scale
enterprise software projects used by FORTUNE 500
companies; founded, invested, counselled numerous
organizations, and mentored myriads of business leaders.
Blending the vast experience and sound academic
exposure, he has devised sustainable business strategies
and advanced MarTech strategies for various organizations
that enabled to achieve 2x - 10x growth in the relevant
business functions.
Currently, he is also a Doctor of Business Administration
(DBA) Candidate in IBA (DU), research topic includes
Startups and Growth Hacking.
TABLE OF CONTENTS
INTRODUCTION
THE AD ENGINE INFOGRAPHIC
CH 01 SET SMART GOALS
CH 02 LASER FOCUS TARGETING
CH 03 CREATE REMARKABLE CONTENT
CH 04 CREATE SALES FUNNEL
CH 05 CREATE FACEBOOK ADS
CH 06 MEASURE & OPTIMIZE
CH 07 USE MVP METHOD FOR SCALING ADS
ACTION TIME!
Introduction
"Facebook Ad doesn't work" - we often hear this from many
facebook advertisers and business owners!
The ad spending is increasing, but the result is decreasing
day by day. It's very frustrating, and your business suffers
a lot as well! You also have faced the same problem, right?
We also have been in the same situation.
So we researched, experimented a lot and tried to find
solutions. And we found that - many of us try Facebook
Marketing without having a complete process or method.
It's one of the primary reasons the Return On Investment
(ROI) is often not satisfactory.
From our learning and experiments, we finally developed
The Ad Engine! This 7 Step process, revealed by IDEAN
Consulting for the FIRST time ever, will help you to
maximize your result and grow your business
exponentially.
Let's START!
THE AD ENGINE
The Ad Engine
An engine is a machine designed to convert one form of
energy into mechanical energy.
The Ad Engine is a 7 Step Process for Killer Facebook
marketing that was developed by IDEAN Consulting. When
you use the Ad Engine, it will help you to convert your
effort to results, maximize your ROI and thus grow your
business exponentially.
The 7 Steps of Ad Engine Are:
1. Set SMART Goals
2. Laser Focus Targeting
3. Create Remarkable Contents
4. Master Sales Funnel
5. Create Ads
6. Measure and Optimize
7. Use MVP Method for Scaling Ads
We have described each step in details in this ebook.
THE AD ENGINE
INFOGRAPHIC
CHAPTER
01 Set SMART Goals
What is a SMART Goal?
At the very beginning, define SMART goals for your
marketing campaign. By setting goals, you are providing
yourself a target. Based on this, you can determine the
success rate of your campaign.
The Ad Engine
SMART Goals Are:
Specific: Well defined, clear, and unambiguous. Define
who you want to target, when do you want to run the
campaign, what result do you want to achieve and why
do you want to achieve this.
Measurable: What metrics are you going to use to
determine if you meet the goal?
Attainable: Goal must be achievable and attainable.
The goal should be stretched to make you feel
challenged, but defined well enough that you can
actually achieve it. Ask yourself if you have the
resources to achieve the marketing goal.
Relevant: Your Goal should be relevant to your
marketing efforts. If you are running ads with
Engagement objective, then your goal is to create
engagement, not purchase.
Time Based: Your marketing Goal should have a
clearly defined timeline, starting date and end date.
Example: I will run a special discount campaign for Eid,
from July 01 to July 07, which will get us 7 lakh taka in
revenue spending $500 in Facebook Ads.
The Ad Engine
CHAPTER
02 Laser Focus Targeting
The key to Facebook marketing success is:
“Show the right message to the right people.”
1.45 billion people log onto Facebook every day.
Facebook’s super advanced targeting system helps you
cut through the noise to find your ideal customer.
The Ad Engine
Pinpoint Audience with Sniper-Like Focus
Facebook has three primary audience types:
Saved Audiences
Custom Audiences
Lookalike Audiences
Each of these audience types gives you plenty of
additional options for creating the perfect target
audience for your Facebook campaigns.
Never target too broadly, but locate your ideal
customers before your run the marketing
campaign.This will save your ad spending and give
you better ROI.
The Ad Engine
CHAPTER
03 Create Remarkable Content
The foundation of great marketing strategy is -
remarkable content.
And content can be remarkable by helping an audience
think, feel and act.
A Great Content:
Tells a story
Clearly stands out
Addresses specific pain point
Offers unique value
Inspires to take actions
A Purple Cow!
The Ad Engine
CHAPTER
04 Create Sales Funnel
People normally don't go to Facebook to buy something.
So, the first time they see your ad, you can’t expect to
purchase. That’s why, you need to have a Facebook sales
funnel that converts strangers to customers and brand
advocates.
What is a Sales Funnel?
A sales funnel is a step-by-step process that allows you to
bring your potential customer one step closer to your offer
and a buying decision through a series of marketing
actions.
The Ad Engine
Optimize Your Sales Funnel Using
ToFu, MoFU and BoFu
Top of Funnel (ToFu): The top part of the sales funnel,
called ToFu, is all about making people aware of your
product and brand. You want to make people interested
in what you have to offer.
This is also called the awareness stage.
Middle of Funnel (MoFu): The middle part of the sales
funnel focuses on showing consumers how you are
unique. You could provide free trials or samples so that
consumers can get a feel for the product.
It’s also called the consideration or evaluation stage.
The Ad Engine
Bottom of Funnel (BoFu): The last part of the process is
to convert your leads into customers, also called the
purchase stage. If you have followed the first two parts
properly, your prospects will be more prepared to buy
from you at this stage.
Facebook Ad Campaign Design
When setting up a campaign in Facebook, most of the
advertiser want to use the 'conversion' type because
they’re trying to sell stuff.
Instead of doing that, consider what is your campaign
objective, and set the campaign type accordingly.
This will get you better result for the campaign.
The Ad Engine
CHAPTER
05 Create Facebook Ads
With over 2.5 BILLION monthly active users, Facebook is
the premier platform for marketers to find customers
and sell products or services.
It’s easy to get confused with Facebook advertising.
From interest targeting to pixel tracking, Facebook offers a
bewildering number of options.
There are hundreds of resources online from where you
can learn all the details. To help you, here we will share 5
Elements of a successful Ad Copy in the next page.
And, if you are really looking for an All-in-One
resource to Learn Facebook Ads and Mastery,
we are going to recommend something special!
The Ad Engine
5 Elements of a Successful Ad Copy
"If it doesn't sell, it isn't creative"
- Ogilvy
Writing ad copy for Facebook ads is not hard.
The following 5 elements of persuasive ad copy are
based on high performing ads.
1. Eye Catching Images
2. Powerful Headline that
generates curiosity
3. A compelling offer or
message
4. A Clear Call to Action
5. Additional Info with Link
or instructions
Remember that,
If Content is King,
then consistency gives
you the keys to the castle!
The Ad Engine
Facebook Ads & Marketing Mastery
Certification Course
Mark Anupom Mollick, from IDEAN Consulting, has created
a comprehensive course partnering with the premier
eduTech plaform Bohubrihi to help you MASTER Facebook
Ads and Marketing.
In the course, he dived deep into EVERY aspect of
Facebook Ad Platform. He walked through the ins and outs
of Facebook Ad and showed EXACTLY how to design
campaigns that generate results for your business… FAST!
CLICK HERE to See the Course
if Your are willing to Learn More!
CHAPTER
06 Measure And Optimize
"War is ninety percent information"
- Napoleon Bonaparte
Are your Facebook ads working for you?
Wondering which metrics you should be tracking?
This is where many advertisers struggle, to figure out
what to measure and how to improve performance.
We know your pain, cause we also suffered at the
beginning just like you. But Over the last years we spent
over Hundred Thousand Dollars in marketing, generated
MILLION Dollars in revenue and learned some tricks!
In this chapter, we are going to reveal the 10 most
Important Metrics you can start tracking right away.
The Ad Engine
10 MOST IMPORTANT METRICS TO
MEASURE WHAT MATTERS
1. Reach
2. Impressions
3. Engagement
4. ROAS (Return on ad spend)
5. Video views
6. Conversions
7. Ad frequency
8. CTR (Click through rate)
9. Customer acquisition cost (CAC)
10. Customer Retention Cost
The Ad Engine
CHAPTER Use MVP Method
07 For Scaling Ads
How to Scale Facebook Ads To The Moon
Scaling your Facebook advertising means increasing
your ad spend while maintaining a positive return,
which can be challenging for businesses of all sizes.
There are TWO Types of Scaling:
Vertical Scaling
You increase your budget slowly and monitor for a
proportionally improved ROI.
Horizontal Scaling
You spread testing across multiple ad sets, audiences,
types of creative.
The Ad Engine
CHAPTER
MVP
07 Method for Scaling Ads
"MVP Method for Scaling Ads" is an innovative method
developed by IDEAN Consulting for scaling your ads
upto 100X!
MVP Stands for Minimum Viable Product.
Taking the idea from Lean Startup methodology, this MVP
Method is one of the most powerful, flexible and effective
approaches to scale up your marketing campaigns and
business.
MVP Method allows to collect the maximum amount of
validated learning about Ads with the least effort. This
helps you to understand which ads will bring maximum
output and then scale your campaign accordingly.
The Ad Engine
Build, Measure, Learn Loop
There are THREE Phases in the MVP Method:
Build, Measure and Learn.
The MVP Method, considered as a LOOP, enables a full
turn of the Build-Measure-Learn loop with a minimum
amount of effort.
The three phases can overlap with each other. So you
can build, measure at the same time and learn.
The Ad Engine
BUILD Phase
Your goal here is to create Minimum Viable ads – multiple
ads with small budgets that allows you to test which gives
you maximum output.
1. Use Decentralized Campaign Architecture
2. Create Split (A/B) Testing
3. Optimize for Bottom of Funnel Objectives
MEASURE Phase
Here, you measure the results that you obtained in Build
stage. Does the data give you enough info to decide which
ads to scale?
1. Define and Track the Most Important Metrics
2. Identify the Segments and Ads with Highest Return
3. Make Small Incremental Bumps in Ad Budget to
Winning Ads
The Ad Engine
LEARN Phase
By the time you reach this stage, you'll be equipped to
make sound, evidence-based decisions about what to do
next.
There are TWO ways:
Persevere: You found the winning ads, so you scale the
campaign by increasing, replicating, improving those and
repeat the loop.
1. Use both Horizontal and Vertical Scaling
2. Replicate Winning Ads
Pivot: The ads didn’t give sustainable ROI, but you've still
gained valuable knowledge about what doesn't work. You
can reset, or correct your process with different ads using
what you have learned and repeat the loop.
3. Find New Ad Angles
4. Retarget Audiences With New Offers
The Ad Engine
Action Time!
Now that you know the components of the Ad Engine, it's
time to kick-start the Engine!
But only knowing the components won't get you much
success, you need the full knowledge and guidelines to go
through each of the steps in detail.
That's why we created the Full course on 'Facebook Ads
& Marketing Mastery' collaborating with Bohubrihi.
What Will You Learn in That Course?
CREATING SUCCESSFUL AD CAMPAIGNS
Watch step-by-step ‘deep dive’ lessons on how to create
successful ad campaigns on Facebook using different
Objectives, Ad types, placements and Creatives.
LASER FOCUS TARGETING
Pinpoint your potential audiences and retarget existing
customers for better conversions.
FACEBOOK PIXEL, SPLIT TESTING, REPORTING,
ANALYTICS ETC
In Depth explanation of the Advanced Tools and Features
available in Facebook ads platform, from Ads Managers
to Event Managers andThe
others.
Ad Engine
MASTERING SALES FUNNEL
Build a high converting sales funnel and optimize to
Skyrocket Profit.
THE AD ENGINE
An easy-to-follow 7 Step Process for Killer Facebook
Marketing, revealed by IDEAN Consulting for the FIRST
time ever!
MVP METHOD FOR SCALING ADS
An innovative method developed by IDEAN Consulting for
scaling your ads upto 100X! Taking the idea from Lean
Startup methodology, this MVP Method is one of the most
powerful, flexible and effective approaches to scale up
your marketing campaigns and business.
BATTLE TESTED BEST PRACTICES
Discover the best practices we learned from spending
Thousand Dollars in marketing and earning MILLION
Dollars in revenue!
MAXIMIZING E-COMMERCE SALES
Make more sales and profit from your F-Commerce or E-
Commerce business implementing the tactics provided.
CLICK HERE TO SEE ALL THE MODULES
OF THE COURSE NOW!
The Ad Engine
P.S. You're Just One IDEA Away...
