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TRANSCRIPT
Facebook Ads Management Strategy
Creating Real ROI
Andrea Vahl
@andreavahl
Here’s What You’ll Learn. . .
• What you need to get started in setting up a winning ad campaign
• 3 common myths that will waste your ad budget and lower your profitability
• Retargeting do’s and don’ts that can mean failure during your sales cycle
• How to stay on top of the Facebook Ad changes
My Story
Today
A Little More ABOUT ME
Co-author of Facebook Marketing All-in-One for Dummies
Community Manager for Social Media Examiner for 2 years
Creator of Facebook Advertising Secrets online course
Cofounder of Social Media Manager School
Used Grandma Mary – Social Media Edutainer to start my blog
Stand up comedian
My Why
Let’s Get STARTED!
Design ©2016 Social Media Examiner • Do NOT distribute
The #1 Thing You
Need Before You
Start Your Ads
Have a goal for each ad
Each ad should have a “Key Performance Indicator” that fits with the funnel
• Awareness: Reach, Engagement, Video Views• Consideration: Website Clicks, Email Optins• Conversion: Email Optins, Sales, Leads• Retention: Repeat buyers
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3 Questions to Ask
1. What is your objective for your ad?- Awareness, Leads, Traffic, Conversions, etc.
2. Where are you sending your traffic?- Landing page, blog post, staying on Facebook,
sales page
3. What will your Key Performance Indicator be?
- Reach, video views, optins, leads, sales
Facebook Ad Objectives
Step 2: Have a System for Testing Your Ads
Ad Set #1Interest and Fan Page keywords
AdImage #1
AdImage #1
Ad Image #1
Ad Set #2High-value Lookalike
Audience
Ad Set #3Job Titles
Campaign
Step 3: Put your Tracking in Place
Facebook Ads Funnel Hacking
Facebook Ads Funnel
Awareness
Consideration
Conversion
Retention
Boosted Posts
Video Ads
Quick Tips
Contests
Special offers
Video Ads
Lead Generation
Traffic
Conversion
Launch sequencing
Lead Generation
Traffic to Landing Page
Remarketing
Remarketing
Great content to re-engage
Focus most of your budget on
generating leads and optins
Email Optin Sequence
Ad Website Thank You Page
Website includes:
Facebook Ad Pixel (PageView)
and Google Analytics
Page includes:
Facebook Ad Pixels
(PageView) and (Lead)
And/or Custom Conversion
and Google Analytics
(Google Goal)
Multi-stage funnel
Ad Website Thank You Page
Website includes:
Facebook Ad Pixel
(PageView)
and Google Analytics
Page includes:
Facebook Ad Pixel
(PageView) (AddtoCart)
Google Analytics
Add to Cart
Page includes:
Facebook Ad Pixel
(PageView) (Purchase)
Google Analytics
Testing – Small Budgets
• Total Budget < $5000/month
• Testing Budget – 10-20% of full budget
• Consider significance of your Results to determine how many ads you can test
• Objective = Link Clicks – Cost per link click is low• Objective = Lead Generation – Cost per Lead is higher• Objective = Conversions (sales or optin) – Cost per Sale can take more budget
• In general:• $50-100 per ad run over 3-4 days to test• 10-20 ads in initial test phase
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Testing – Large Budgets• Total Budget over $5000/month
• Always testing and optimizing
• Points of concern:• Creative Fatigue
• Audience Overlap
• Dynamic Creative
• ROAS break even point
• 1st Time Impression Ratio
• Campaign Budget Optimization
• Dynamic Audiences vs Static
• Overall ROAS 2x or better (this metric may be different for you)
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• Testing high-value Lookalike Audiences• 1% Purchase
• 1% Multiple Purchaser
• 1% CLTV – big spenders
• Widen to 2% to test scale
• Testing low-value Lookalike Audiences• 1% Add to Cart
• 1% Time on product pages
• 1% 10-second video viewers (or variation)
• 1% Lead
• 1% Email subscribers
• 1% Fans of your Page
Design ©2016 Social Media Examiner • Do NOT distribute
3 Common
Myths about
Facebook Ads
#1 Facebook Ads aren’t working any more
https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2019/
Questions for troubleshooting
• Has the CPC gone up?• Has the CTR changed?• Has CPM changed - higher competition?• Are you seeing less reach?• Check the Frequency• Check Breakdown Reports • Where in the funnel are they dropping out?• Is it time to refresh the creative?• Have you tested enough options?
Start with a good product
25 #AIMSFacebook
Nothing can save this
#AIMSFacebook
#2 You have to have a large budget to get Facebook Ads to work
Testing – Basic Strategy - Small Budget
• Run Video ads first – better for retargeting later
• Create 3-4 images for ad testing and a few audiences
• Interests, Lookalike high value
• $50/ad run over 3-4 days
• Evaluate and Iterate and Scale best ads
Case Study – Book Launch
• Testing phase – 2 weeks• 3 Audiences - 3 images• $50/audience
• Launch Phase – 1 month• Best performing Audiences and
images• Iterate with 2 new images and
variations• $600 Ad Spend
• Improved results: $1.20/link click to $0.11/link click
• Positive ROI on Book sales
#3 Facebook Ads only work for a certain industry
https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2019/
B2B – B2B – Big biz – Small Biz – Niche Biz
Test Test Test
#4 Bonus MythI have to have a fancy website to get Facebook Ads to work
Webinar Sequence
Ad Zoom Webinar Thank You Page
Website includes:
Facebook Ad Pixel (PageView)
and Google Analytics
Page includes:
Facebook Ad Pixels
(PageView) and (Lead)
And/or Custom Conversion
8x ROI after narrowing down best performer
Design ©2016 Social Media Examiner • Do NOT distribute
When you
believe
those myths, you set
yourself up
for failure
Design ©2016 Social Media Examiner • Do NOT distribute
Targeting and
Retargeting:
Sounds scary hard but it’s not
Targeting Your Ad
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Retargeting: Custom Audiences – Warm Market
• Email List
• Website Visitors
• Engagement Retargeting –Videos, Facebook Page, Instagram Business, Event, Lead Forms, Instant Experience
Use for Sales Ads
Retargeting Video Views
@andreavahl #mobilemonkey
Warm up the audience
Beware of Retargeting SMALL Audiences
Combine Small Retargeting Audiences
Sales Cycle is retargeting only
Design ©2016 Social Media Examiner • Do NOT distribute
What you really
need to succeed
with Facebook Ads
Hint – it’s not…
• A fancy website
• A lot of money
• A Masters in Marketing
• A fancy computer
• Expensive tools
A System!
• Starting your ads
• Creating a campaign
• Split testing
• Running your ads
• Onboarding clients
What is stopping you right now?
What would it be like to get the support you needed?
FACT:
It’s challenging to build a business in a “vacuum”. You need support of like-minded people to bounce ideas off of, ask questions, and sometimes just vent!
Introducing…
www.fbadvertisingsecrets.comSign up by Wednesday, May 15th!
Step 1 - Strategy
• Systematically approach your strategy for your exact business model
• See specific examples of ad campaign plans from Realtors, Authors, Consultants, Local Businesses, Online courses, Workshops, Events, Ecommerce, B2B and B2C businesses.
Step 2: Tactics
• Not just HOW to do it but WHY to do it and what works best
• Deeper dive into troubleshooting, reporting, the Pixel, Targeting, Custom Audiences, Lead Generation, Instagram Ads
• Business Manager, Landing Pages, and Reports
Step 3: Run a Profitable Ads Business
• Grow your OWN Business running Facebook Ads for businesses
• Businesses NEED your expertise
• Proposal templates – Report Templates
• How to work with multiple clients
• Using Business Manager
• Packaging and Pricing your Services
• Systems to help you become more profitable
• Start making money RIGHT AWAY running ads for clients
The Secret Weapon- Community!
• PRIVATE Facebook Group with 500+ super smart people (and me) answering your questions
• Personal mentoring
• Feedback on your campaigns
• Advice on keywords
• Latest updates
• Like-minded people who are generous with their advice!
Jump Start Bonuses
• Facebook Ads Workbook
• Facebook Advertising terms guide
• Facebook Pixel Guide
• Facebook Ads ROI Calculator
• Checklist for before your campaign and during your campaign
www.fbadvertisingsecrets.com
Agency Level Bonuses
• Facebook Advertising Pricing Workbook
• Proposal Templates – Report Templates
• Getting Started Checklist
• SWIPE FILE for designing powerful Ads
• Canva Ad Image Template
Super Bonus - Certification
• Credibility
• Confidence
• Referrals
• Wins more business!
To Recap
The Full FB Advertising Secrets Training Program ($5,000 Value)
Facebook Community for Support and Mentorship ($2,497 Value)
Bonus 1: Jumpstart Bonuses ($247 Value)
Bonus 2: Agency Level Bonuses ($347 Value)
Bonus 3: Agency Certification Quiz for the Course ($297 Value)
Bonus 4: Beginner’s Guide to the Business Manager ($47 Value)
1 year access to course, group, updates
TOTAL VALUE = $8,435
1 year access to course, group and updates https://fbadvertisingsecrets.com/
Go Faster with Masters Level
12 week program in addition to full Agency Level for 1 year
• Weekly small group coaching
• 3 one-hour private coaching sessions
• Additional Assignments and personal review of work
• Personal testimonial from me at the end of the 12 week program
Limited to 10 spots
Praise for FB Advertising Secrets
Praise from clients
“Woohoo – over 600 signed up for the webinar!”
No Risk
Join me…
www.fbadvertisingsecrets.comSign up by Wednesday, May 15th!