- Hey everyone, Davie here.
In the past 30 days,
we spent over $3 million on Facebook ads.
It is the most powerful platform out there for advertising.
A couple of weeks ago,
I shared a beginner's tutorial
on how to set up some Facebook ads.
There was a lot of comments, freaking out,
that it wasn't advanced enough.
And I totally agree.
That's your beginner's video.
That is just the bare basics on how we need
to get our Facebook ads.
There's a lot more steps that we need to add
to make it completely optimal.
I'm gonna go through these steps today.
Some are well-known.
Some might not be.
I suggest you test absolutely everything
and see what works.
The first tip that I have is layering your traffic.
It's probably isn't necessary
and to spend about $2,000 on the platform.
Basically, what you're going to do
is set up cold and warm traffic layers.
Let's go in and show you how to do it.
So, we've come into our Business Manager.
And we're in the ad account we set up last week.
Usually, this campaign would be running
and making some sales.
You probably remember
I used the number one here.
What's that's indicating is that it's cold traffic.
We can use the number two to set up warm traffic.
Basically, what we're gonna do is we're gonna create
exclusions to create warm traffic.
We can use the number two to indicate that campaign.
Basically, by creating exclusions,
we're making sure that Facebook
is allocating budget to cold audiences.
We're going to exclude things
like website traffic, purchases,
just to make sure that there's always new people
coming through your funnel
and also allows you to communicate differently
to these layers of traffic.
People will respond differently
to certain types of creative.
For example, if your product is quite hard to understand
what it actually does,
you need to really educate people
in the first stages of their content.
You need to explain what it is.
Once people actually know what your product is,
maybe all you need to do is show some social proof
and flaunt your reviews to get them to convert.
This is why it's important to layer traffic.
To do this, what we're gonna do
is we're gonna come into our Ad Sets.
And we're gonna click Edit.
If these campaigns were already running successfully,
you might just wanna change your process going forward
rather than disrupting the learning on your ad sets.
Basically, we can come down here
and click this button, Exclude.
This is gonna open this exclusion bit.
Then, we can just create a new audience here.
You're gonna use Custom Audience.
There's a wide range of things
you can target including Website.
This is gonna be what your pixels rating.
You can click Next and you can see
that you've got your pixel here
and you can see a wide range of events
that are happening on that pixel.
You can build a custom audience
that you can either target or exclude.
Basically, I'm just gonna do a website visitors,
for example, past 30 days.
I'm gonna name it Traffic 30 Days.
And I'm gonna create the audience.
Once you've got this,
you can put it in that exclusion area.
So, you can see our Traffic 30 Days is there.
Another really important tip is targeting.
Last week, we covered how to target interests,
but there's also a really important another form
of targeting called Lookalike Audiences.
To create this,
we can, again, use the data that our pixel has on it,
such as our web traffic, add to carts, purchases.
You can even use your email list
to create a lookalike audience.
This is a very specific audience
and you can get amazing return on ad spend.
I'm gonna come in here
and I'm gonna create Lookalike Audience.
You can come here and you can pick your pixel,
your location, what the event is,
and also your audience size.
You're probably wondering
what is the best audience size?
Is it a 1% lookalike audience?
Just test them all.
I've gotten great results with 1%, 5% and 10%.
1%, depending on your budget, may fatigue really quickly
because it might be a smaller audience.
So, now we've got our level one traffic set up,
let me show you how to set up your level two traffic.
We're going to come back to the campaigns
and we're gonna click Create,
and we're gonna go a conversion campaign again.
Remember, we're looking for sales.
I wanna name my campaign to stay organized.
I'm going to do level two, conversions,
and just Thiicky content.
Now, the ad set is what you're targeting.
We're gonna do Web Traffic Past 30 Days,
and we're gonna name it Hairdresser content.
Now, we've got a second campaign running.
We can come down here
and make sure that we're targeting everyone.
Some great retargeting audiences
is Facebook engages past 365 days,
Instagram engagement,
your email list, past purchases
and past website traffic, past 180 days.
But how to play with everything?
I've gotten so much success on so many different audiences
that I couldn't give you one fast rule
about how to target here.
And it's constantly changing.
Speaking of change, this layering tactic
is what we use across most of our ad accounts.
There's also a big push at the moment
to simplify your ad account structure
and do broad targeting.
This is great because it makes it easier for us.
Basically, that would be no layering
and just using our content to allow Facebook
to understand who to put that towards.
The other type of campaign that I do really love.
And you should be setting up quite quickly
is a catalog campaign.
You get incredible results here.
And Facebook is basically putting
that specific dynamic product in front of customers
that have viewed it on your store.
The second tip that we're gonna talk about today
is how to read your ads manager.
This is really, really important
so you aren't burning money.
This is getting especially hard
with all the new iOS updates.
Apple is making it incredibly hard to actually track data.
I'll be creating a video for you soon on iOS updates.
But the truth is I don't think anyone has a perfect answer.
It's just still too early.
Everyone's figuring it out.
My main advice would be looking at your blended ROAS,
or your MER.
This is really important because you just need to make sure
that your brand is still profitable
and balance out your ad platforms there.
To read your MER,
you can use an app like BeProfit, Triple Whale,
or you can even build your own dashboards yourself
using Supermetrics and Google Data Studio.
Consider all your platforms and the spend that they're doing
and make sure your brand is still profitable
on a monthly basis.
There are a few key metrics that you need to read
to guide your decision-making
on how to improve your Facebook ad.
The first metric that you need to be able to read
is your customer acquisition cost.
This will, then, guide your return on ad spend,
which is basically every dollar
that you put into the platform,
how many dollars do you get back?
The problem with this is it can take a little while
for you to get a purchase,
so you can end up burning a lot of money,
especially, if your product cost are over $100.
This is why I like to look at add-to-cart metrics,
which is an early indicator
on how much it's gonna cost to acquire a customer.
By monitoring this,
you can kill off underperforming ad sets
and guess what the customer acquisition cost
is gonna be for other ad sets.
One disclaimer is with their new iOS updates,
there's something called delayed attribution.
And what I'm finding is that we need to stick with ad sets
a little bit longer, which is costing us more money.
So, be patient and vigilant,
really get a feel for how your ad sets
are performing over time.
A good way to set up your dashboard
is showing the full funnel that people are going through.
I thought it would be helpful
to show you what my dashboard actually looks like,
because you can customize your own.
Then, I can talk about the key indicators
that I'm actually looking for,
determine whether it's my content, my website,
or my product that isn't working.
We're in the dashboard and I like to set it up
as the full funnel of how people go through our website.
We've got CPMs, which is Cost per 1000 Impressions.
This is a rough indicator
of how much Facebook's actually liking your brand
and how many people you're getting in front of.
We've also got Click-Through Rate.
I like to look at this as an indicator
of the creative itself.
You can compare different creatives
and see which ones are engaging people and clicking through.
Just one disclaimer is that even if a creative
has got amazing click-through rate,
you may not be selling the product
and the return on ad spend might still not be that great.
But at least it's a good first step.
Then, we've got the person clicking out,
viewing content on the website, adding it to cart,
and then, checking out,
and then, purchasing,
with that return on ad spend that I mentioned before.
If you're getting a lot of outbound clicks,
but you're not getting zero add to carts,
chances are your website's got something wrong with it
or your product's just no good.
It could even be other objections like pricing.
You could try to split test your pricing
or split test your website.
If you're getting a lot of add-to-carts
and initiate checkouts but nobody's purchasing,
there could be a shipping option that is set up wrong.
For example, you're saying free shipping,
but then, it's 9 99 shipping.
Make sure you check that out.
Another really early indicator is this CPM.
This could indicate really bad or irrelevant targeting
if that's really high.
I see a lot of people get data paralysis
when they're looking at their ad account.
Basically, it is so overwhelming.
The truth is when you get a good product,
things become really simple.
I just suggest looking really at that add-to-cart metric
and the return on ad spend
and really focusing on that blended ROAS.
The third tip that I have today
is what I say a lot of brands failing to do.
And that is responding to comments.
You need to respond to comments for a lot of reasons.
First and foremost, these can be potential sales.
You wanna educate your customers about their objections
about buying a product.
One cool tip I have is going to the post URL
after you've posted an ad.
Then, using your page to post the top three comments there,
address people's frequently asked questions.
Because, then, what they're gonna do,
they're gonna see the ad in the news feed,
scroll down to the comments to ask one,
or check other people's advice,
and they're going to see your facts.
It's just great real estate to continually sell the person,
responding to every comment within 24 hours
is gonna make Facebook love you.
It keeps people on their platform.
They're gonna reward you for that.
The fourth tip I have
is to really branch out in your creative.
When you're using like a broad targeting base
and a simplified ad account structure,
the worst thing you can do
is make all of your creative look the same
and be serving the same demographic.
What do I mean by this?
If your product is designed for 18 to 24-year-old females,
that does not mean that everyone else won't purchase it.
There's a hugely engaged demographic
of 40-plus-year-old people on Facebook.
They're very prone to shopping online as well.
They're less distracted than kids,
and we get tremendous success by serving them ads
with similar-age people in the ad
showing how to use the product.
The other thing you need to consider
is different demographics.
What about gamers?
Do they love your product?
Consider other interests.
Do chefs love your product?
Can you get a really famous influencer chef
in a Facebook ad using your product?
By adding all of these different types of creatives,
Facebook has more options
where it can serve your relevant content,
which is going to allow you
to spend more and make more money.
The final tip that I've got today is something
that we're getting really good return on ad spend
that I wanted to share with you guys.
Basically, you can do a feed post
where you can create a tile of three images
to really highlight your product.
Usually, when you're running conversion ads,
you can't actually use this layout.
So, it is actually quite engaging
for people to see on Facebook.
You can, then, go into your ads manager,
set up a converging campaign,
grab the post URL and use that three-tiled image.
Let me show you how to do it.
So, I'm gonna come to my website
and just save some of these images.
You can come here and create a post on your feed.
We're gonna add three to four images.
You can see it's created this awesome layout here.
We wanna make sure we write a really good caption here
which explains the product.
I'm just gonna copy and paste something off our website
just for an example.
Obviously, it would take a lot more time with it.
One of the most important things is to make sure
that you have a link to your product
or brand in this post
because we're not gonna be able to add it later.
So, coming in here and saying, "Shop now."
We can, then, post this to our feed,
come into our ads manager,
click Use Existing Post, Select Post,
and it should be here.
We can click Continue.
And there we go,
a unique-looking conversion ad
that's gonna stop people in their feed.
There's gonna be a ton of engagement on this post
and the more social proof you get,
the better are our convert.
So, that's just some basic tips
to take your Facebook ads to the next level.
I think the most important things that people miss
is layering those ad account structures.
It gives a great amount of control
of budget allocation and you can
optimize to a high degree.
If you enjoyed today,
make sure you subscribe, like,
leave a comment if I missed anything out,
and I'll see you next week, thank you.