Facebook Guide For Beginners – Ads Strategies: The Ultimate Guide

byMarcomila

162 followers

6 years ago

In this article you will discover how to make Facebook Ads. I will reveal my own strategies that I used to launch profitable campaigns and I will show you the path that led me to become a Facebook Advertising expert.

Are you ready?

I think it’s one of the most complete posts in the world on Facebook Ads.

The information that you will find within this article is worth thousands of dollars. It is what I spent from my pocket to follow and participate in the most advanced courses, consultations and mastermind in the world.

Take the time to read it in full, paying close attention.

Let’s start.

Relationships are not simple…

Love does not always come from love at first sight.

For me, at least, it was not like that. Especially in the case of my relationship with Facebook Ads.

Until 2 years ago, Facebook and I did not really understand each other.

Can you imagine a marriage between a hippie and a gabber?

Here, something like that.

But let’s start from the beginning!

My professional career started thanks to the € 1000 pocket money that was provided from my 9-5 job.

I thought the traffic coming to my blog from search engines was completely free.

“Free!”. There’s no better word!

But above all I associated spending on Facebook Ads to the idea of buying a skyscraper (without knowing anything about the real estate market) and then selling it back to a few million.

I simply could not allow it.

It was too expensive and, to be honest, it made me fear a beast.

Damn me!

Let me tell you: for years I did not understand a damn thing.

Instead, I recriminate the fact of not having invested in Facebook Advertising when I started to have the first economic resources to do it.

You know those programmers who have ignored the transition to WordPress and the different CMS and that, even today, program in HTML?

(Yes, they still exist)

I made quite a good profit, but of my earnings, not even $1 was donated to Uncle Mark.

If at the time I had invested € 100 per week in Facebook Ads:

• Today I would have hundreds of thousands of likes, a verified page and I would earn thousands of euros per brand for each collaboration.

• My list would count tens of thousands of subscribers for a few years and the launches of my courses would make dizzying numbers.

• I would have avoided to commit the last two years of my life (the most intense) in having to learn how to manage Facebook Ads.

• With the time I had to devote to any affiliate campaigns, I would have certainly saved up a lot of savings.

Yes, in short, it’s like when you get to 30, you look in the mirror, and you see that serial entrepreneur’s bacon.

“I had to think about it before”.

But tomorrow your “first” will be today, so quiet, you’re still in time to get ahead of the future.

I was just telling you my wrong belief …

I thought that relying solely on SEO was a real economic saving.

I made my cake at home and no one could steal a slice from it.

What I did not know, however, was that I was investing another asset which, over time, would have become much more expensive than money.

Yes, I’m just talking about the weather.

It took me months to go from 0 to 100 with SEO.

Great investment of time!

The problem is that I then spent years going from 100 to 150.

Bad investment of time!

I’m not kidding, in most cases (it depends on your market) with SEO it’s like that.

Launch your blog or online business, position yourself for good keywords, your traffic increases by 1000% and earnings begin to arrive.

Then, you can not find any keyword related to your business that can give you that growth and those initial chills again.

Sure, you can find some long tail keyword.

What do you say? Maybe a few dozen or more visits would bring them home ……

But would this really give a new twist to your results?

Absolutely not.

You will pass from 3000 visitors to 3110.

Very often, SEO is like that.

It’s like when you get drunk at forty.

You will feel as elated as you want, but the excitement will not be that of a time and the next day you will feel disgusting.

(without taking into account that damned nostalgia that will haunt you for the whole day)

A saturation point arrives.

My SEO consultant kept giving me two possibilities:

• or professional keyword points that generate between 100 and 400 searches per month

• or keyword points from thousands of monthly searches such as “get rich on the internet right away” or “create a free website”.

In the first case I would have invested weeks to write new posts for the glory, in the second I would have ended up becoming a seller of pots.

To hell with everything.

I tell you how it ended:

• Facebook Ads campaigns to promote all my courses.

• Facebook Ads campaigns to increase the page’s likes.

• Facebook Ads campaigns to increase the likes of the page posts.

• Leadership Facebook Ads campaigns on page followers.

• Affiliate Marketing Facebook Ads Campaigns.

If today I make 200 subscribers a day to the newsletter of my blog I owe it for 1/3 to the SEO and 2/3 to Facebook.

Compared to two years ago I think I understood a concept about Facebook Ads that, more than anything, opened my eyes.

It is a banality, but it is not a banality.

Are you ready?

Here I am:

“When you spend on Facebook Ads you’re not spending, you’re investing”.

When you make an investment, your goal must be to go to ROI as soon as possible.

Going to ROI is a grammatical wrong expression, but commonly used by most Internet marketers in the world.

ROI means Return on Investment (return on investment).

It is therefore clear that the expression “Going to Return on Investment” does not make any sense from the lexical point of view.

So how is “going to ROI”?

Going to ROI means achieving an economic result in sales that is higher than the cost of advertising spending.

Let us now proceed to dispel the myth that Advertising is expensive.

The truth is that Advertising is expensive only if the cost of purchasing traffic is higher than the gains from sales generated by the same traffic.

The job of the Advertiser is therefore to OPTIMIZE the Advertising campaigns to make them PROFITABLE.

Advertising if done well is not expensive, it is profitable. The exact opposite!

So, the fact is this:

“Making Facebook Advertising is expensive as long as you can not do Facebook Advertising”.

It is a banality but it is fascinating to see how thousands of people keep away from Facebook Ads for the learning to curve that needs to be addressed.

What does history teach us though?

Which, very often, the hardest things to learn and apply, are those that will give us the most results.

Today my relationship with Facebook has completely changed.

I do not need a sales department, Facebook Ads are selling for me.

Launch a campaign, I invest 100 euros and by evening I already know if I will go in profit or not.

One of the problems of working solely with SEO is this:

I have a new business idea -> I crack my back for 6 months to position the site -> I find out if my business works or not.

Does not work? I threw away 6 months.

With Facebook Ads, things go differently:

I have a new business idea -> I invest € 500 to try out different creative angles and different Facebook Ads campaigns -> Within a few days I find out if my business works or not.

Does not work? I threw away € 500.

Of course, € 500 are not few. But what about the six months of your time?

(PS: How much do you value your time? I at 21 I determined that my time spent at work was worth € 150 an hour … Imagine how much money you have lost is 6 months of work!)

Even when you have to test an idea of money blog that will earn exclusively with affiliations and SEO (it is difficult to go to ROI with a money blog and Facebook Ads) you can resort to Facebook Advertising to take a test.

That’s how:

I open the blog -> Publish 7-8 articles in target with the most important keywords -> I spend in Facebook Ads to send him traffic -> Within 2-3 days I see if it converts or not.

Of course, I will take into consideration the fact that, since organic traffic is much more in target, I will only need much less traffic from search engines to produce economic results similar to those generated with Facebook Ads.

Heck, I hope you did not get the vomit to read this monologue: D

Up to this point we have found some concepts:

• If you are starting out and have little budget, working with SEO is the best choice

• When earning the first money it is good to invest in the study of Facebook Ads and then invest directly in Facebook Ads.

• Facebook Ads allows you to go and acquire a different audience from what you are offered by SEO strategies

• When you learn how to do Facebook Advertising, you no longer consider it as an expense but as an investment.

Facebook Ads is not expensive, it is profitable.

Now let’s move on, devoting more time to the strategy.

When for the first time I was confronted with Facebook Ads I decided to hire a professional who managed campaigns for me.

Decision that turned out to be completely wrong.

Alas the advertiser in question did not know either my market or the relevant public, much less the psychology of the people who were part of my target.

The first lesson I learned was just this:

“Do not think about delegating your campaigns completely”.

Even when you hire a person who manages Facebook Ads campaigns for you, your role is crucial.

There are two important things:

1) Know the strategies of Facebook Ads even if you’re not doing Facebook Advertising.

2) Compare yourself with who manages your campaigns for you (you’re the only one who knows your audience and the psychology of your target audience).

The first point is fundamental because it allows you to acquire an understanding of the method.

Once you know the strategies of Facebook Ads it becomes easier to compare yourself with the professional who manages your campaigns (and get good results).

At that time I was already launching some Affiliate campaigns, but I still did not have the know-how necessary to define a complete strategy to be applied to my business and to my different products.

As I began to understand more and more, a great awareness was born in me:

As in the world of painting there are some “golden rules” to be followed, but the way of painting (and the satisfaction of the result) changes from the historical period, from artistic instruments and personal ability to test and undertake a multitude of different stylistic paths .

We need a method (starting point) and great competence.

The competence is acquired only by launching, optimizing and climbing numereous campaigns.

(Do not worry, soon we move on to practice)

I leave you here the most recurring questions to which, most of the time, I did not get an answer:

• Let’s assume we have to retarget. You would place a campaign with a click on website or conversion goal

• Let’s assume you are climbing a campaign. Within what limits would you increase your campaign budget on a daily basis?

• Let’s assume you have to do manual bidding. Would you like to work in these terms?

• We hypothesize to have a pixel that collects few data (in the absence of audience on the website).

How would you go to “train the pixel” to record more data and produce reliable lookalikes?

These and other questions have become a standard for probing the advertisers’ competence.

This does not mean that those who can not respond to this data will not be able to launch profitable campaigns.

Even a young man with artistic taste can make excellent paintings.

Even the owner of a sailing boat can take it on a cruise (without having to be an experienced skipper).

But what happens when you find yourself working in little explored, difficult and unknown contexts to the most?

What happens when you find yourself carrying a boat in a stormy sea?

My goal is this: make you excel in Facebook Advertising.

Much of the experience that Andrea and I have accumulated in the field of Facebook Ads we owe to our masterminds with international affiliate marketers, to our friendship with the guys of STM and to the comparison with other professionals during the various networking events.

You do not know STM? Stm is the community of millionaires enriched with advertising and affiliations)

To date one thing is certain ….

We have defined our method.

Before talking about strategies, however, it is very important to make sure that you have a good understanding of what is the structure of a Facebook Ads campaign.

You do not know how to do Facebook Ads and you do not know the difference between Campaign, Adset and Ads?

Watch this video that Andrea has prepared for you.

You can find more similar videos by subscribing to the Marketers YouTube channel.

1. Choose the goal of your Facebook Ads campaign

Maybe you have to sell a product, but it is said that the sale of the product should be the goal of your campaign.

Let me explain you better.

The sales funnel of your product could be structured like this:

1. Someone visits a content (article) present on your site

2. visits your site

3. registers at your site

4. receives an email about the product and visits the product sales page

5. purchases the product

Here is that your Facebook campaign could adopt a different goal depending on the step of the funnel to which you want to channel traffic:

1. The campaign aims to visit the content (traffic objective)

2. aims to visit a new user’s site (traffic target)

3. aims to register on the website (conversion goal)

4. aims to visit the product sales page (traffic target)

5. aims to purchase the product (traffic objective)

These 5 campaigns have different objectives, but all these objectives convey traffic to one direction: the purchase of the product.

It is not obvious that one goal is better than the other.

What the goal to set depends on a number of factors:

1. Understanding of one’s own market

2. Results from tests on other similar campaigns

3. The new technologies made available by the Facebook Ads platform

The campaign is launched with “traffic” goal using a video as the content of the ad.

The traffic is then redirected to a pre-sell page that generates interest in the product.

At this point the user who clicks on the CTA (CallToAction) arrives on the sales page and, crossing his fingers, buys our product.

Two retargeting campaigns are attached.

The first on who has seen more than 50% of the video. His goal is to bring people to view the pre-sell page.

The second is dedicated to those who saw between 75% and 95% of the video. Since the user is “hotter” than those who saw just over 50%, he is diverted directly to the purchase page.

Disclaimer: it is said that this is the best way to act for your specific case (but the idea to test it I recommend it equally!)

2. Do advanced research on the Target of your Facebook Advertising campaigns

When you launch a campaign you have to go and define a specific target.

By target, I mean the people who will go to view your ad (ad).

This is one of the most important components of your entire campaign.

You can set up your campaign in an excellent way, but if you show your Ads to the wrong target, you will not get a single conversion.

But let’s start from the beginning … How large should your audience be?

The ideal is not to go below 50,000 people (unless you know exactly what you are doing).

This is obviously a generic data. As we said before, Facebook Ads is an extremely subjective subject and its results (or strategies) may vary depending on your target (or market) of reference.

Let us now turn to the main topic of this paragraph.

How to identify a target audience with your ad that can lead to a good ROI and a large number of conversions?

If you know your market you are at a good point.

This does not mean that you will still have to engage in the study of the target.

“Ok Marco …. But how?”

The search for the target audience can be conducted according to two complementary strategies:

• Use of the tools made available to Facebook

• Use of external portals, software and search tools (Amazon, Adwords, etc.)

In the first case, you will use the “Audience Insight” tool offered by Facebook.

In this screen of Audience insight we can see how the Italian public, interested in Digital Marketing, is composed of an audience of more than 50% by people between 18 and 34 years old.

Our advice is to install the Facebook pixel on your site so you can take advantage of the Insight audience (along with Google Analytics) to fully understand the interests of those visiting your blog.

The second option is to use external tools to understand further interests of your audience.

An example?

For example, if I have to define an audience of interest in digital marketing I can go to amazon and look for books related to the word “digital marketing”.

In this way I can find a series of books and authors (unknown to me) to be included in the field of interest of my adset.

Other tips of this kind can be found in our course or in our private (and free) Facebook Advanced group.

3. Select the elements of a Facebook Ads campaign to be tested.

I do not know what your preparation is in terms of marketing.

Precisely for this reason I want to tell you something:

nothing is more important than testing.

If you want to launch a performance campaign that gives excellent results you have to test as many elements as possible.

Imagine having a kiosk selling apples.

• You could test green apples vs red apples and find out which ones sell the most.

• You could test the price of your apples and find out which one produces the most revenue.

• You could even test your way to bring with the customer: an ironic and smiling way of doing makes you sell more than a serious and professional way?

Within a Facebook Ads campaign there are many variables to take into account. (I do not know if more or less answered a kiosk that sells apples: p)

Each element can be tested.

Here are some examples:

→ the goal of the campaign (what we saw a moment ago)

→ the target of users (the audience to which you will show your Ads)

→ Placements (mobile, desktop, right column, etc. As well as the area of the Facebook pages where your Ads will appear)

→ The bidding model (we’ll see how it works soon)

→ the image or copy of your ad (ie the banners and the text of your ad)

As you can imagine, testing every variable can become very expensive (both in terms of time and money).

In many cases you will not be able to test all these elements.

The solution?

Understand what it is important to test

Before going into the explanation two prerequisites are necessary:

Premise 1

The best way to conduct effective tests on facebook is to isolate the items to be tested.

I’ll explain….

Suppose you decided to take a test to see if Men or Women respond better to your ad.

The best way to do this is:

• Create a campaign

• Within the campaign create an adset dedicated to men

• Within this set you will need to create the ad (text + banner or video)

• At this point it will suffice to duplicate the adset and modify the duplicate by targeting a strictly female audience.

At this point you will find within the same campaign two different adventures, the first dedicated to men and the second dedicated to women.

Within each of the two adset there will be the same ad (ad).

Simple: if you leave men and women together within the same adset you will get confused performance data that will lead to less control over the conversions between men and women.

Advanced Tip: When you duplicate the adset, go to the duplicate set (women), modify the content inside it and replace it with the same in the men’s one.

In this way, using both adset the same ad, the engagement of the ad will rise to the stars and acquire greater authority in the eyes of the people (you can also avoid checking the negative comments for two to different identical to each other).

How to do? from the ad editor click on “use existing post” and enter the ID of the first ad.

The ID of the ad can be found in the “post page” advertising account area.

Premise 2

Facebook does not make a real A / B testing among the different Ads contained within an adset.

For example, if you enter 2 different to the same adset to see which performa better, just a few impressions to facebook to decide which of the two is the winner.

The result is that Facebook will allocate 90% of the budget to the “winning” announcement after a few minutes.

Guys, this is anything but a test done well!

To understand which of the two Ads you really do perform better, more data is needed!

In the jargon it is said that statistically significant data are needed.

How to do then?

Simple, isolate the posts!

Each different post should be included in a dedicated AdSet

The rule in this case is: an Ad for AdSet

The discourse is analogous also for the placements (desktop, mobile, right column etc).

If you do not isolate them, Facebook will act in the same way as the ad: it will establish in a very short time which performs best and will allocate all the traffic.

To test the placements you should then isolate them at the level of adset or campaign (I recommend creating a desktop only campaign, one mobile, etc ..)

As you can already begin to guess, it can become a full-time job.

Let me tell you …

If you want to achieve extraordinary results and identify a profitable segment of your campaign to climb, this is the work that needs to be done.

We try to put together the two premise made and join the split for adset and split for Ads.

If you want to test Women / Men and two different posts the situation becomes this:

Attention: since the budgets are allocated for AdSet you will find yourself spending the budget set for each of the 4 adset.

Become a cost over like an operation, do not you find?

(mica you can only put 5 euros of budget for each adset: p)

This is why it is strictly necessary to define what is important to test.

Important elements:

→ Audience (at the adset level)

→ Images (at the level of Ads)

→ Copy (at the level of Ads)

→ Placements (at the adset or campaign level)

This of course also depends on the type of campaign you are promoting.

(If you have launched a mobile campaign only, placements (placement) will not be tested!)

The general rules to follow are therefore these:

• Isolate the variables you want to test → Create an adset or campaign specifically for the item you want to test

• Create only one Ad for each Adset

Advanced tip. When you launch a facebook campaign, you start showing your post to your audience, quickly determining which people are the most responsive to your ad.

After a few minutes, Facebook attributes the CPC and CPM of your campaign based on the initial values.

It is not said, however, that the promotion has been shown to the best audience segment (the one most inclined to convert).

If Facebook had initially shown the same ad to 1000 different people, maybe you would have obtained lower CPCs or CPMs!

What you can do to solve this problem is to duplicate the ad within 2-3 times.

In this way you can re-start the exact same post on 2-3 different audience segments.

You may find that some variations of the duplicate ad perform better than the original.

(Note: you are not inserting more to different within an adset, you are duplicating the same to be able to optimize the ad on the best audience!)

Here is a graphical example of what you should get:

3. Set the pixel to create your custom audience

First of all … .What is the pixel of facebook?

“The pixel of facebook is a snippet of javascript code on your website that allows you to measure your advertising campaigns, optimize them and define their audience” (source: facebook)

Not too light.

Imagine the pixel as if it were a small being that you can insert into the pages of your site or your landing pages.

This “being” observes the visitors of your web pages, allowing you to track them and target them on facebook.

This code gives you the ability to create audience on facebook Ads based on the actions that the public has taken on your site.

Example:

• People who have visited your blog or website

• People who have visited only certain pages

• People who bought your product

• People who have completed one of your forms

• Etc etc …

Not bad, right?

I think Facebook is the marketing tool par excellence.

Here are other operations that are made possible by the pixel of Facebook Ads:

→ Monitor certain actions that users perform on your site

→ See how your campaign performs in relation to your goal

→ Optimize the campaign for a specific goal (eg optimize your campaign for optin, so that facebook tracks the most prone to convert)

→ Retargeting

→ Lookalike

The pixel is undoubtedly one of the most important resources for advertising and learning how to use it is essential.

But let’s talk for a moment about Lookalike …

What the hell is the Lookalike?

A Lookalike is a public created by facebook of people similar to those contained within your personalized audience.

Perhaps it is not clear to you. Let’s go into the details!

Let’s assume that you have a personalized audience collected by your pixel (maybe made up of customers of your product).

You can use Facebook Ads Manager to create a public lookalike populated by people who, according to their interests or behaviors, are similar to the audience of your personalized audience.

Our initial work is to search for an audience and generate conversions and, to trace them, we use the Facebook pixel.

In a second moment it will be Facebook to analyze the data collected by the pixel.

This data will allow him to find new audiences (public lookalike) to promote our CTAs, our products or our services.

An extraordinary resource for climbing our campaigns and getting new potential customers.

It looks cool …

It really is!

But let’s go back for a moment to talk about the Pixel.

The pixel may seem like a simple code … But be careful, it is much more complex than it appears.

Did you know when I told you to imagine the pixel as a being looking at the pages of your site?

This metaphor is disgusting but it was not casual.

In fact, you must imagine the pixel as an object that can learn from experiences: it is a sort of artificial intelligence

To better understand this speech, I invite you to watch this short video:

4. Automatic Bidding vs. Manual Bidding: Which to choose?

Better automatic bidding or manual bidding?

This is one of the questions I hear very often.

In order to be able to answer, it is necessary to have a clear idea of what is meant by bidding and what is involved in using one modality over the other.

So let’s start from the beginning.

What is the bid?

Bid is an offer you make to win the display of your ad on a user’s wall.

Facebook works like a giant auction.

Each advertiser makes an episode to ensure that their ad is shown.

We could say that those who make the highest bid usually get the visualization.

This model that I have just explained is a huge simplification.

The facebook auction model is much more complex, but I certainly do not want to miss explaining the mathematical models.

The fundamental point to understand is that every user on facebook can be “victimized” by a limited number of Ads.

We hypothesize that our friend Marco, a Facebook user, can view 50 Ads a day.

If there are thousands of advertisers who want to show their ad to the same category of user (to which Marco also belongs) it is obvious how a platform structured as an auction becomes necessary.

Obviously the 50 advertisers with the highest bid (this is a very rough example).

AVID MARK!

One thing that many do not have clear is the concept of bid.

The amount you set as a “bid” is not the amount you will spend, but the maximum amount you are willing to spend.

If you score € 5 and the advertiser immediately after three points, you will spend a little more than € 3 and not the five that you had.

Obviously the system is more complex and the algorithm that adjusts the auctions takes into account many other factors (including feedback, the pertinentenza, relevance score etc ..)

You could have a lower bid of your competitors, but if your ad is relevant to your audience, has a lot of engagement and a good relevance score could win the victory anyway.

Let’s now analyze the two bidding models allowed by facebook: automatic bidding and manual bidding.

Automatic bidding gives Facebook the task of setting the bid that will get you the most shares at the lowest price. If you select manual bidding, you will have to enter the amount you are willing to spend.

Tip Advanced: Manual bidding is very interesting if for example you are a marketer within a company that can afford a very high cost of acquisition of customers.

In the absence of a sufficient number of views of your ad you can then increase the bid to eat the traffic of Facebook Ads of those who compete for your own audience. Anyway, if you’re starting, you consi to start with the automatic bid.

The manual bid is instead used mainly for two reasons:

→ Try to spend less

→ Beat the competitors aiming very high in fact you will get two advantages.

1. By placing yourself among the first bidder, your ad will be shown at the top of your audience’s bulletin board, thus improving your ad’s CTR.

2. Bidding high you could reach a wider audience optimized, going to show the ad to users more inclined to convert. If you decide to use the latter strategy I suggest you to bid at least 2-4 times the recommended offer from facebook.

Remember: not you will spend the whole episode but only the amount needed to win the auction.

5. Create effective Ads:

copy, creativity and persuasion.

You can select:

• the right target

• the best goal

• the perfect positioning Y

our campaign could go badly. Can you tell me which ingredient is missing?

Simple: persuasion. Generate interest, capture the attention, lead people to click. If you can not do this kind of thing, your career as an advertiser ends here.

You have to think about one thing:

“People are not on Facebook to buy. People are on Facebook to f**k around.”

Your Ads are just a break. An unpleasant interval between the best viral videos on the web.

Unless…

Unless you know how to serve the right ad to the right person.

The person who sees your Ads must have the feeling that that ad is perfect for her.

If you are selling a harness for dogs and, to increase your audience, you put me in the interest of “4-legged animals” you made a big mistake.

The first 1000 people who will see your ad may be owners of cats.

Of the harness for dogs almost nobody would care!

You would get a few clicks, Facebook would give you a low relevance score and your ad would cost you a fortune.

Your posts therefore have a dual role:

• must be in target with the audience

• must capture the attention of your target

How do you then create a post that can:

• intrigue a user

• stop his thumb from compulsive scrolling

• and take it to click on our ad?

There are many answers to this one million euro question.

The point is this …

According to my personal story, my opinion and my results, the most important thing is copywriting.

For copy, I do not mean the ability to write aggressively to give something to someone.

I mean instead the great ability to write and speak emphatically.

Understanding people’s minds and conveying the right message lies at the foundation of marketing.

I invite you to study educational copywriting and how this can influence people’s belief system (I will soon report on it, find it here).

I will try to give you some guidelines to follow:

First rule:→ Study a title that captures the attention of your target.

I always try to be short and incisive.

I usually insert an interrupt pattern element (like an emoticon) before the title in order to make the ad more visible.

Second rule → Work on the emotions of people, not on logic.

(Most people make decisions on an irrational, non-logical basis).

So the body of my ad goes on like this.

“According to huffingtonpost, yoga guarantees a sense of well-being and inner peace from the first lesson.

Come and try it for free in Ferrara.

Click to get your free lesson ”

The huffingtonpost increases the authoritativeness of the ad and the description of the benefits is to make sure that my audience can identify with me.

The last sentence obviously corresponds to the CTA (CallToAction) which invites the person to click on an ad.

My advice is always this: think what the desires, problems and frustrations of your users may be.

Disclose your entire communication based on these.

People must come to think: “hell, who wrote this announcement seems to know me for real”.

Third rule → use effective images.

Photos of people, strong color images and subjects that create a stir are very important.

Exercise for home: try to shake your Facebook home trying not to focus on any particular announcement (at least not on purpose). Take note of everything that captures your interest.

Remember that, in a world of beautiful banners, a bad banner works better. This does not mean you have to make a bad banner, it means instead that beauty is only the starting point. It is not enough.

Fourth rule → Leave a space between the first line of the copy and the rest (the first line of copy you have to use it as a sort of title, exactly as I have already shown you)

Fifth rule → If you have the possibility, use the videos, if done well, generate a higher engagement than a photo.

6. Scale the profitable segments of your Facebook Ads campaigns

If you’ve launched a campaign in the right way, testing the different elements and identifying a good audience, magic could happen.

In short, you may find yourself in the condition of wanting to scale your campaign.

But what exactly does climbing a campaign mean?

Suppose you launched a campaign last night.

You set € 10 of daily budget and, at the end of the day, the advert generated € 20 of sales.

If your daily budget will remain € 10 and the campaign will maintain the same performance, then you will not be able to earn more than € 10 a day.

No, so you do not get rich.

Be careful though.

If you are spending 10 and earning 20, your ROI (return on investment) is 100%.

Spending 1000 € you should earn 2000!

True or not?

Yes and no.

It’s normal that, at this point, you want to spend more so you get a bigger piece of cake!

Right, right?

Sure!

What comes naturally is to go to the budget area, cancel our beautiful 10 and enter 100 or 200 or € 1000 depending on how much we can afford to invest.

Never done anything wrong!

In fact, Facebook does not like big budget increases.

If you proceed in this way, different things can happen.

→ It could increase your cost per click, thus bringing your campaign from positive ROI to negative ROI. This can happen very easily if you work at low profit margins or if you promote low payout offers (CPA, CPI, etc).

→ You may be marked as a spammer and your advertising account may be banned forever.

The reasons are simple:

→ dramatically increasing your Facebook budget could make you think you’re making a lot of money. He will therefore try to increase his marginality as the worst of the greedy.

→ By dramatically increasing your budget, Facebook will notice your campaign and if it does not fully comply with its regulations, it could get you out with a click.

You must think that while a campaign is active, many factors are involved.

Drastic budget increases go against the balance that the Facebook algorithm seeks to pursue.

If you plan to spend € 2,000 a day avoid testing campaigns with € 10, Facebook is not stupid.

Think about this thing:

“Facebook always makes sure you understand what will work for your campaign. It’s in its best interest to optimize it to provide the right Ads to the right users. ”

Facebook is willing to do anything to avoid filling its users’ bulletin boards with useless Ads, little in target and not very interesting.

Increasing the budget drastically means expanding the reach of the campaign just as drastically.

Switching from € 100 to € 2000 per day means obliging Facebook to quickly recover a huge audience optimized for your ad.

This is absolutely impossible!

Especially if your campaign has just been launched and has no history behind it.

Facebook will allocate your budget on the most stupid things, such as increasing the frequency of your ad.

This means that your own listing will be shown over and over again to the same users, leading to a sudden drop in CTR and overall performance.

Enough advertising engineering! Let’s move on to the practice.

What to do then?

What thousands and thousands of tests have brought to light is that a campaign budget should never be increased more than 10-30% every 2-3 days.

By increasing it this way your performances should remain stable over time.

The problem is this:

If you start with € 10 of daily budget and you can only increase it by 10-30% every 2-3 days, things could get rather long!

Even just to get to 100 euros of daily expenditure you need an odyssey

This is the reason why advertisers with big budgets start campaigns with a budget of € 500-1000 per day.

By doing this you can get results worthy of analysis even in just a few hours.

Work becomes much easier, you just need to act like a gardener!

After a few hours you can prune the dead and dead branches of your campaign.

It is said that you will spend € 500 a day. Maybe after a few hours you have already deleted some adset that did not carry conversions.

Your spending at the end of the day could be € 250 and, moreover, you could go to bed with some adventures already in profit: p

This road, however, is certainly not passable by anyone.

At least not at the beginning.

Fortunately, through the tests and the experience have been created different strategies to be able to climb a campaign in a short time (without having large budgets).

Note: these techniques work if you are working on a rather large audience

Here are some strategies you can try:

Strategy 1

→ Duplicate the profit set 6-7 times (even more if you want)

→ Some others will do well, delete those that go wrong

→ Increase the budget of those that go well little by little, 10-30% every 2-3 days.

For example, suppose that an adset of your campaign is generating good results (eg spend 20 or so 40) and that your daily budget is 20 €.

We want to climb.

We are in a hurry and the technique of the gradual increase of the budget requires us too many days.

Here’s how: duplicate 6-7-8 times the adset that is running better (the one that produces more conversions)

In this way you will find, for example, 8 identical sets each with 20 euros of daily expenditure (for a total of 160 € per day)

Obviously not all these new adventures will go into profit.

You are launching new listings on your own audience, the result is that you will be able to cannibalize (partially) traffic alone.

Some adset may start on an already previously covered audience from the offset you have duplicated.

Suppose that 3 of the new copies go into profit.

You will find yourself with 4 adset with 20 euros of budget all in profit and you will be spending € 80 a day

This means that, by increasing the budget of each of these adventures by 20% every 24h, you will add € 16 of spending on the first day, 20 the second, etc.

As you see, if the experiment brings good results, you will be able to scale faster.

Strategy 2

Suppose you have created a campaign with a Conversion goal and you have an audience of 1,000,000 people (data for simple explanatory purposes).

In most cases Facebook will (deliberately) show your campaign to people who, in your opinion, would be more likely to make the conversion you wanted.

This means that, on an audience of 1,000,000 people, only some of these will see our facebook Ads.

Suppose now that the campaign is in profit. We want to climb.

One method to try to increase your reach of people and try to climb is this:

-> Duplicate the adset and insert it into a new campaign with the Click to website objective

-> Duplicate the adset again by inserting it into a post-engagement campaign

In this way, in new campaigns, Facebook will try to reach the people most likely to carry out the actions of the new objectives.

You’re practically testing the campaign goals to hit new audiences.

I’ll explain.

The hypotheses are like the ones before: you have an adset in profit and you want to scale it.

This adset is within a campaign with conversion goal.

First you will go to duplicate your adset.

This time, however, when you duplicate it, you will not add the duplicate within the same campaign, but you will go to insert it in a new campaign with another goal.

Try to follow me: P

Facebook will now try to focus on displaying the ad on the bulletin board of users who are more likely to take action on the new goal.

So, if the new campaign targets interactions with the post, Facebook will try to show it to people within your target that are more likely to interact with Ads.

Here is an explanatory image:

Disclaimer: to be clear we tried to keep the explanation on the most basic level possible.

Of these things you could talk for hours

The point is this: there are no theorems and axioms when it comes to scaling campaigns.

There are strategies that must be tested.

It is not said that every strategy that works in one case can also work in everyone else.

As I said before, knowing how to do facebook Ads is an art.

You have a canvas in front of you and you are the painter.

This post, our Facebook Advanced course and our private group can give you all the possible and imaginable tools.

YOU MUST PUT THE PRACTICE.

7. Keep testing: work never ends!

There are no magic formulas when advertising.

In advertising you head, you fail, you still head, you go into profit and you still fail.

To launch campaigns you need to know very well how Facebook Ads works. It is a science.

To play chess you need to know the rules.

To become a good player you have to play a lot of games.

But to become a professional you have to learn from the best, study opening strategies and practice practice.

As in everything, in life, you must play, make mistakes and learn from your mistakes.

Lasker, speaking of chess, said:

“When you see a good move, look for a better one”

Tartakover instead stated:

“In chess as in life, those who risk can lose, but whoever does not risk will always lose”

A similar argument is also valid when working with Facebook Ads.

You need to know the theory and know how to manage, structure and organize things.

But then you have to be able to learn from your mistakes and keep testing.

Even when a campaign is in profit it is not said that there is not a better road than the one you are traveling.

If an adset is going well you might think: well it’s done!

It is not so.

If a campaign is yielding € 100 a day, with another job it could reach 500 or 1000.

Is a campaign in profit?

Well, then think about if you can divide it, if you can create more specific segments, if you can test other targets or other posts.

Remember: if things are going well, there’s no reason why they can not get any better.

If things are going wrong, you’re wrong.

If you can, keep testing.

How about sharing this post on your social channels?

Hope this article helped you

Marco