FACEBOOK ADS

BLUEPRINT OVERVIEW
Audience Research

 Use Audience Insights to get a good understand about what other interests
your customers are interested in.
 Use Google Trends to also find the proper audience for your product.
 Flex Targeting is very important (If you are promoting a basketball product
don’t just target Michael Jordan because everyone knows who he is and
people who aren’t diehard basketball fans like him because of how iconic he
is. So when targeting for a basketball product target Michael Jordan then
narrow audience to where they would also like say God Shamgod because only
people really into basketball knows who that is…. Keep this in mind when
targeting.
Split Testing

 Target your buyer demographic (5 Million +) worldwide to get social proof and
data ($5/adset, one ad per adset) PPE ( Engagement)
 Look at cost per engagement & cost per add to cart to determine which ad
creative is the best
 Build a 95% Video View custom audience once you have 100K+ views to test
LAAs
 LAAs will find the people most similar to a custom audience you have.
Look-a-Like Audiences

 Use Video Ads

 Test 95% VV LAAs for each new creative (US, UK, CA, AU)
 Test multiple audiences to find the best audience for your product.
 FB recommends a bid-to-budget ratio of at least 1:10 (i.e. if your average CPP
is $15, your ad set budget should be at least $150 to properly optimize), 1:25
is better
 You can still test with $5, $10 but make sure the product is high quality!
 Constantly test, test, test new ad sets to see what is working best.
When to stop an ad

 Cut any ad with a CTR below 3%, anything between 3-5% monitor closely for
another couple of days if it doesn’t get better then stop it.
 Make sure you spend a minimum of $20 before making a decision on an ad (it
takes 24 hours for a FB ad to even optimize.
 If your ads are break even you can make it profitable with retargeting ads and
LLAs this is a MUST.
Running a Retargeting Campaign

VC (View Content) last 7 days (excluding ATC to prevent overlap last 7 days)
 ATC last 7 days (excluding IC last 7 days)
 PUR last 7 days (excluding PUR last 7 days)
 VC last 30 days (excluding VC last 7 days)
 50% vid viewers last 30 days
 Retargeting works best with multiple creatives per ad set. I usually have 3+
creatives per ad set so that people are retargeted with different ads instead
of seeing the same ad
Scaling Ads

 Duplicate and winning Ad. So if you are running a $5 ad that is doing good you
can duplicate it and scale up to $10.
 Only use Manual Bidding when you are making sales over $1,000 a day.
 Manual Bidding make sure that your Bid Cap is 3 times your target CPP.
Remember that statisticly Auto Bidding from FB shows the more consistency
and if you are to start manual bidding a very high bid is important so that you
can get all of the target audience. FB will not spend your money but they will
see that you are willing to pay more than your competitors.
Why do ads Saturate?

 Any winning ad will sooner or later begin to have ROAS drop and the reason
being is usually because of the same ad being played over and over.
 Keep in mind your ad is constantly going to the same demographic you are
targeting if a customer sees an ad or even the first second of an ad they have
seen before they will back out.
 So the key is to change up your video once a month on any winning ad. That is
very important to prevent ad saturation.
 Also add a water market in the middle of your video so that nobody can steal
it.