8 Facebook Tactics

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 These 8 tactics will be an absolute game changer for your business

There is no denying that Facebook is quickly becoming the best preforming ad platform.
They are giving industry monsters like Google a run for their money with the incredibly
detailed targeting available. You can get as specific as possible using Facebooks ad
manager which is fantastic for getting your message placed in front of YOUR customers
or clients.

Whether you are promoting content, generating leads, or driving direct sales, Facebook
is king.

The biggest issue people have are just not knowing how to use Facebook’s ad manager
properly, with so many levels of targeting options in combination with a high cost. In
comparison to some networks it can be an easy way to lose a lot of money.

The trick is knowing how to effectively, and efficiently use Facebook’s ad manager so
you are only getting the highest quality, converting traffic available…. and believe me, it
is there.

You also need to play by Facebook’s rules, they are very particular about what they
allow you to promote. For them it is all about the customer, and providing them with a
good user experience and if you can prove to them that you will be doing just that (by
only providing customers with relevant, engaging content) then you will get access to
unlimited amounts of quality targeted traffic.

WHY THESE PARTICULAR TACTICS?

These 8 hacks come from extensive testing and ad spend on Facebook. We have taken
all of the grunt work out of this for you and spent the money testing so YOU won’t have
to (You’re Welcome!)

Each and every one of these tips are proven to work and we have seen massive
increases in conversions and cuts in ad spend simply by applying a few of them to our
campaigns.

WHY LISTEN TO ME... David Mitchell?

I have spent 100’s of thousands on Facebook advertising and have experimented with
just about every feature available on their ad platform.

But there’s more to my story...

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I started working with Digital Sumo just over 3 years ago, fresh out of college. I had
never worked in an office or done any sort of online marketing I only knew just what I
had learned in school taking the advertising & marketing program.

It was quite a shock for me to see the lifestyle Gauher had, the freedom lifestyle, zero
barriers. Instantly I was hooked and realized I need to stick with this guy and learn
everything I can from him…. 3 years later that is exactly what I have done.

Over the last few years I have spent 100’s of thousands on Facebook ads, testing every
strategy possible.

I have firsthand seen what works and what doesn’t work….

That is what led me to create this report, 8 Facebook tactics that are guaranteed to save
you tons of money on testing. I did all the hard work for you already, now all you have to
do is apply these tactics to your campaigns and watch your business flourish.

YOU’RE WELCOME!

Facebook Tactic #1 Start with audiences of 200k - 300k, then expand once
optimized.

Large audiences (1M+) give Facebook’s algorithm the impression you do not know who
your audience is and who you should be targeting, they will punish you for this as the
assumption is that your content is not relevant to all 1M people and providing a poor
user experience for the consumer by targeting such a broad audience.

Once you have tested your audience at around 200-300k you can then slowly start to
expand. By this point Facebook will have recognized that you have a relevant, engaging
offer that your audience is responding to positively, and they will reward you by sending
you quality traffic for a great price.

Once you have run this audience for about a week or so depending on your budget you
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can begin to expand your audience size to acquire more conversions and longevity with
the campaign.

Facebook Tactic #2 Utilize Lookalike Audiences

Lookalike audiences are made by uploading the emails of your existing prospects or
buyers. Now, to be able to use this feature and get the best results, the more emails you
have to upload the better as Facebook will have much more data to analyze in order to
bring you the best traffic by matching up a number of data points between your existing
customers and other people on Facebook who match these same data points.

It is recommended that you have a list size of a minimum of 3000 emails in order for
Facebook to match up and to send you quality lookalike traffic. You can of course
create lookalike audiences using smaller lists but the lookalike traffic will likely not be as
targeted since they do not have a sizeable amount of data to match new customers
with.

Once you have uploaded your list you can create a lookalike audience either extremely
broad (10%) or targeted (2%). Targeted audiences will generally be between 1-2M
whereas broad audiences can be up to 21M. (Imagine how many buyers you can get
from a 21M person audience)

If you have a very large list to upload it is best to create a broad audience and trust that
Facebook will be able to send you the best converting traffic based on the data they
gained from your list. (21M potential customers is always better than 2M).

Facebook Tactic #3 Focus on converting clicks, eliminate non converting clicks

Facebook, like any other network involves a lot of testing. You need to constantly be
optimizing your ads in order to receive the best ROI.

Facebook does the best job they can in sending you what they THINK will be the
highest converting traffic but their system is not fool proof and in order to get the biggest
bang for your buck you will need to dig deep down into your data and remove all of the
non-converting traffic.

Once you have started running campaigns, look granularly at the data and eliminate
wasted clicks, (80/20 rule) only about 20% of your traffic will bring your highest
conversions. If you break down your ad sets by age, income, geography, placement,

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you will likely be able to remove 80% of non-converting traffic you are currently paying
for.

It is important to make sure you have a very sizable amount of data to analyze before
you remove any targets. Removing what appear to be non-converting targets too soon
can result in a loss of conversions in the end. It is also important to note that you should
always wait 5-7 days to allow Facebook’s algorithm to fully optimize.

Once you have done this you will be left with only the HIGHEST converting traffic for
your campaigns and you can scale up from there!

Here you can see a simple breakdown of age and gender. Right away you can see that
Females 25-34 are converting much better for us at only $2.81 a lead compared to
$5.00+ for every other target. We simply shut off all other demographics and are now
running this campaign only to females 25-34.

Facebook Tactic #4 1 Ad Per Ad Set

First off…. You need to ALWAYS be split testing creatives, whether it be images,
headlines, ad formats, you should always have at least 2 ads being tested to constantly
be optimizing, and to avoid ad fatigue.

Without consistently testing new ads you will never be able to increase your CTR (click
through rate) and ultimately, will eventually see your CTR go down after a while if you
have been running the same ad for too long (6 months is the rule of thumb).
But to effectively do this on Facebook it is important to know how Facebook’s ad rotator
works and that is….. That it actually doesn’t work well at all. If you throw two ads into an
ad set to test, Facebook will determine the winner and run 95% of the traffic to that
winner after just a few hundred impressions on each ad set which is FAR TOO SOON!
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It is impossible to get enough data to make a reasonable decision on what ad is the
winner after only be shown to a few hundred people.

What you need to do instead is duplicate the ad set and ad the new ad. So you have
two identical ad sets with identical targets but each one running a different ad, yes you
will be competing with yourself but this is the only real way you can effectively test
which creative will convert the highest for you.

Once you have your ad sets running with different ads you can set a system to
determine the winner based on clicks, conversions, impressions, relevance score etc.

As you can see here we started a campaign with 3 ads to the ad set. Facebook barely
sent any traffic to two of the ads before they basically decided that two of them were not
converting well and started sending 100% of the traffic to our Keyboard Ad. It’s hard to
believe that they can determine an ad is not converting with only 33 impressions…

Facebook Tactic #5 Test 1 Interest Per Ad Set

Much like the ads, it is important to test only 1 interest per ad set before you start
narrowing down and layering your interests.

By adding too many interests to start you will be telling Facebook that you don’t know
your exact audience and they will punish you for this with a high CPM. This is very
similar to the first hack where we say to start with a size of 300k.

Yes, adding more interests does make your audience more targeted and refined but it is
best to test each interest in individual ad set, then once determining the highest
converting interests, you can then create new ad sets combining the top performing
interests for more targeted campaigns.

Another great strategy is to find top converting interests then layering them with a
lookalike audience, this usually doubles or triples the size of the audience without losing
the quality of the traffic.
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We first identified the interest (E-commerce) as a winner but with the targeting
restrictions we had the audience was not very large, about 200,000. By adding the
lookalike audience on top of that we are able to expand that audience to 770,000 and
this campaign is actually converting better than the one which just targets E-commerce.

Facebook Tactic #6 Add the Facebook Disclaimer To Your Pages

Facebook loves it when you play by their rules, and they absolutely HATE it when you
try to leverage their name or brand for your own benefit.

Providing things such as T&C, Refund Policies, Returns, Contact Info is all great and
you 100% need to have those on your pages but it is also important to place the
Facebook specific disclaimer, in clear legible print somewhere in the footer of your
page.

This disclaimer basically says that you, your company, and any offer you have is not
endorsed or associated with the Facebook brand or trade mark in any way possible.

Facebook will love this and reward you generously for it!

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“This site is not a part of Facebook website or Facebook Inc. Additionally, this is
NOT endorsed by Facebook in any way. FACEBOOK is a trademark of
FACEBOOK, INC.”

Facebook Tactic #7 Use Long Form Ads

People like information, the more you can sell the customer on your product or service
in the ad, the more qualified they become after clicking and this always boosts
conversions.

The less information you provide the customer with the less likely they are to not only
click on your ad but also the less likely they are to end up a customer by the time they
reach your offer. Use this space to really capture the customer’s attention and sell them
on your product or service. In all the campaigns I have run, long form text ads have
always out performed limited text ads by a longshot.

Another thing to take into consideration is an ad that has a lot more text (primarily post
ads) blend into customers news feeds more naturally and can often be seen and read
as content instead of an advertisement. Limited text ads look exactly like what they
are…an advertisement, they have a bold headline, a big call to action, prices, discounts
etc. However long form text ads look much more like native content and are more likely
to not be passed over by your audience as long as you are providing them with some
relevant content in your message.

Here you can see one of our top performing ads, you do not need to have 1000 words
but a nice paragraph or two will work just fine.

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Facebook Tactic #8 Create Retargeting Audiences & Set a CPC ( Cost per click)

One of the most effective ways of advertising on Facebook is using their retargeting
platform buy creating custom audiences of people who already showed an interest in
your product/service by clicking an ad and reaching a specific page in your funnel.

These customers are not only targeted but highly qualified because they have showed
an interest in your offer. They went as far as to click on your ad but weren’t necessarily
sold on the information they were exposed to on your landing pages.

But there is a very simple way to retarget only these qualified prospects and send them
to a page that offers more information or even perhaps a discount for a very LOW price.

The trick to these campaigns being successful is to create a CPC campaign and set the
CPC bid to a very low number. Normally setting a CPC campaign to a low number will
result in you receiving very poor quality traffic, but here is the hook, the audience you
are now marketing to is only made up of high quality users who already showed an
interest in your product or service, so whether you set the CPC to 0.05 or 0.50 you
know you are only getting clicks by qualified, targeted customers.

Now that you are equipped with these 8 amazing Facebook tactics you will be able to
boost the performance off all your campaigns starting today!

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