Facebook AD Tips
Why duplicating your winners does not work anymore…
At first, I was not going to share my strategy because, hey! why should I share my strategy that took time for us to adapt and find… but then seeing a lot of people duplicating and “scaling” an adset that got 2–3 purchases got me to change my mind since that strategy is not reliable. So as someone who adapts quickly and finds strategies depending on the niche/product/offer I am having success with this strategy and I want to share it with everyone so some of you can finally scale above 5-figures.
CHECK THE FULL RESULT OF MY AD HERE
This strategy might itself change in a while and it might not even work for every niche but, if you follow it you will be able to understand how we look at marketing and how we are generating 5-figure days. The points that I will dive deep into are:
Here’s what I’ll cover:
1. Why Creatives are OVERLORD.
2. Campaign structure
3. Scaling methods
So let’s go straight into it.
1. Copy/creatives…why it matters Low-quality creatives just don’t cut it anymore. Getting super specific with your targeting strategies and putting a generic ad in front of your audience ( which some still do) doesn’t work anymore. I’ve seen MUCH better results giving Facebook some freedom with targeting, but getting specific with copy/creatives. Facebook is SUPER smart. The algorithm will begin to push your ad to people who resonate with the content.
Once Facebook finds the type of person responding to your ad, you’ll have a larger audience. There will be Less burnout/ad fatigue. Less competition over those top interests. Higher quality data. More $$ in your pocket. We can outsmart FB in some ways, but targeting is usually not one of them.
CREATING YOUR CUSTOMER AVATAR
Knowing who you are talking to in your marketing material, emails, Facebook ads and fan page are of the utmost importance. Speaking to one person in all of your copy creates a feeling of connection that will help you build your relationship with your audience faster and easier. There are a bunch of ways of knowing your audience and the simplest way is by asking yourself “who does my product serve?”
You need to know this basic information’s about your audience if you want to create a customer avatar that hits a home run:
- Gender
- Age
- Profession
- Interests
- Following
- Desires
- Triggers
- Avidness
- Struggles (related to the product)
- Tone
*Keep in mind you do not need to fill them all. But if you’re aiming for a longer copy then go for it.
CHECK THE FULL RESULT OF MY AD HERE
CRAFTING YOUR WINNING AD COPY
When it comes to writing an ad copy it’s either a soft copy or a direct copy. It can never be both. The good thing is you will never need to use a soft copy. What is a direct copy and why should you ONLY use it? The answer is simple, direct copy send your audience to a call to action, soft copy doesn’t. The number of people performing the desired ‘CTA’ is how you decide if your copy is a winner and if it’s ready to be lit up. What is the anatomy of a direct copy? The anatomy of a direct copy is pretty simple and fun once you know your audience. All you need is a bunch of building blocks kept together: — Clear, graphic-free, lifestyle image — Standout, effective headline — Long-form copy — A discrete, specific call to action *I want to share some fundamentals about writing a copy that shocks your market. This has been kept a secret for a while, but I am going to reveal it for you (because I like you). The only purpose of your copy is to interrupt your audience’s media consumption. Write it so they can be entertained or informed, not to be sold to. The objective is to successfully disrupt your audience from consuming media and respond to your call to action. I know this was an eye-opening moment for you yet so ridiculous how it never crossed your mind when writing your ad copies.
2. Campaign structure
So we’ve been testing a new campaign structure lately and it has radically improved our ROAS.
Tbh I was kinda hesitant to share this at first because it’s been so powerful for my agency. And No one is sharing this…because no one is doing it lol. So your typical campaign structure looks like this:
TOF campaign → 5 adsets → 5 ads
MOF campaign → 3–5 adsets → 5 ads
BOF campaign → 3–5 adsets → 5 ads
Post-purchase campaign
This works fine.
There’s nothing wrong with it, but I’ll show you what works better.
1 Campaign
TOF Adset 1 — interest → 3–5 ads → Lowest cost
TOF Adset 1 — interest → 3–5 ads → Lowest cost
TOF Adset 1 — interest → 3–5 ads → Lowest cost
TOF Adset 1 — interest → 3–5 ads → Lowest cost
TOF Adset 1 — interest → 3–5 ads → Lowest cost
MOF Adset 1 — Post engagement → 2–4 ads → Bid cap
MOF Adset 1 — Page engagement → 2–4 ads → Bid cap
MOF Adset 1 — Video Views → 2–4 ads → Bid cap
BOF Adset 1 — Web Visitors by time spent → 2–4 ads → Lowest cost
Any other BOF…you can get creative here → Lowest cost Yes, this is all in 1 campaign. We use a combination of adset budget and bid cap. We set a very high adset budget, low bid cap, and turn on accelerated spending. Lately, this has been working like magic for us, we are seeing a constant 5x — 6x ROAS.
CHECK THE FULL RESULT OF MY AD HERE
But hey this only works with brands spending over 1k+/day and I would not recommend this strategy to anyone who is starting out. Manipulating budget/bid cap can put you in a lot of trouble if you don’t know what you’re doing…you might end up spending a week’s worth of budget in an hour lol. Moving right along…
Let’s talk about some of the best strategies to scale in 2021 by far.
I’ve tried everything when it comes to scaling, like literally everything. But what I have learned is Facebook is like a human, you don’t increase its capacity of doing things all at once, you do it slowly and steadily. And soon you see yourself flying on clouds. What I mean is that instead of increasing budgets rapidly all once, we increase them in circles usually a 20% increase per day. And if the performance is the same, we keep increasing the budgets. If we see a drop, we’ll let FB stabilize and begin raising again once we have stability.
This is what our scaling process looks like:
Testing campaign → Stability → Scaling campaign
CHECK THE FULL RESULT OF MY AD HERE
We test ALL possible variables in our testing campaign.
Once we find the winners, we carry them into an ABO (bid cap) stability campaign. If all goes well, we’ll carry all top performers over to a CBO (bid cap) scaling campaign and crank up the budgets. Like I said, raising the budget by 20% per day is a good rule of thumb.
That’s it. Very simple… Super effective. Hopefully, I get most of you getting results using this strategy. Now just a quick note: Anything above can change at how rapid changes are coming to FB and how different every ad account is. Thanks, guys.
