GETTING THE TRAFFIC

So you got your store and it’s time to get some quality traffic to get your sales going. After
all, we're here to make money. The reason we're starting with Facebook ads is because
social media is where everybody spends most of their time. Not only can you target all
demographics, but you can target on page likes, engagement and many more
characteristics. So this is one of the best tools to sell products and target your ideal
customers.

Setting Up Your FB Ads Manager

Before we go into add strategy you need to one open a business manager account, create
an add account, and set up your Facebook pixel. If you're not sure how to do that check the
links below for direct instruction straight from the source,Facebook.
Getting Started With FB Ads Manager

Facebook Ads Terminology

Since you're new to Facebook ads you're going to hear many different abbreviations and
lingo that might sound like an alien language. So here we're going to breakdown some of
the most important terms you need to know for Facebook ads.

WC (Website Conversions) CBO (Campaign Budget Optimization)

ROAS (Return on Ad Spend) CPC (Cost Per Click)
VC (Viewed Content) CPM (Cost Per Mileage)
ATC (Add To Cart) CPA (Cost Per Acquisition)
PUR (Purchase) CTR (Click Through Ratio)
CA ( Custom Audiences) LLA (Look aLike Audience)

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CAMPAIGN SETUP
So you got your account setup and you’re ready to start your first campaign. Before we
start let's just quickly go over the structure of campaigns.

First you start off with the campaign which is

where you choose your objective.

Second you have your ad set level which is

where you choose targeting, budget,
placements and more.

Third you got your ad level which is the

actual creative that will show for that specific
adset.

OK so there's a million ways to set up campaigns but we're going to go over the setup that
is the most successful and that everyone should use when they’re a beginner. But before
we tell you why we use this setup, let’s dive into why this works so well.

The Power 5

Recently, Facebook did a study on Facebook ads which found a specific criteria to work
best across the board for any type of ads . The settings we're talking about are the power 5
. The Power 5 include dynamic ads, automatic placements, CBO, auto advanced
matching, and account simplification. These are 5 settings that you can take advantage
of when creating your campaign and we recommend always using this setup.

So what do these 5 things mean? Let's start reading.

CBO stands for Campaign Budget Optimization. Essentially CBO is a system rolled out by
Facebook where ad-spend is automatically distributed across all ad sets in attempt to get
the advertiser (YOU) the best results

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The illustration below shows you what the difference between using a campaign with CBO
and a normal one would look like. So essentially instead of managing how much to spend
on each ad-set, CBO will automatically spend your budget on those ad-sets it thinks will
bring you the most return.

So Why Use CBO?

CBO is a great tool to help you manage your ad spend correctly. Let's say you have $5
running on 3 ad sets each without CBO enabled. No matter which ad is doing best they will
all spend $5 each but with CBO enabled, Facebook will spend the most money on the ad
that works the best so you get more return on your investment.

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The First Campaign
Now it's time to start creating our campaign.

Since our pixel has no data we need to start with the traffic campaign. Any guru tells you to
start with the conversion campaigns straight up lying to you. Facebook has no idea who will
buy your product because you have absolutely zero data on your pixel.

With a traffic campaign we will send as many people to your website as possible in hopes of
getting as many actions and clicks of any kind as possible.

We need this for 2 reasons. First, Facebook needs data on the kind of people that are
interested in your products and secondly we will use people who engage with your store to
create an audience to retarget . We recommend creating 3 to 5 ad-sets with each targeting
a different interest.

The Strategy
1. Campaign Objective - Traffic
2. 2 - 5 Adsets - Target for LPV(Landing Page Views) Each Adset with 1 interest.
3. Budget $10-15 Daily for entire campaign

The mission here is to gather the data and also get sales. You will get sales with this
campaign. Unless you are selling a very expensive product this will be your 1st campaign
almost every single time.

COMPETITOR AD RESEARCH
Before we get much deeper into FB ads, I want to share with you some ways of coming up
with good ads and campaigns without having to start from scratch. Just think, other
companies including your copmetitors have been making advertisments for years. Why not
just do what they are doing but better?

Below are some free and paid tools I recommend using to research your competition.

FREE
Facebook Ads Library - literally shows every advertisment currently on facebook at any given
time. One of the best resources to research your competitors.
PAID
AdSpy - This paid tool isn't cheap but it covers over 22+ million ads and over 150+ countries.
It's not limited to just facebook it covers all platforms. If you can afford it it's a must have.

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FINDING YOUR AUDIENCE
So you got your account setup and you’re ready to start your first campaign. Before we
start let's just quickly go over the structure of campaigns.

So who is your audience?

Many people overthink this and end up spending way too much time trying to figure out
who's gonna buy their product. We recommend keeping it simple. Data has shown that
anyone under 20 is less likely to buy so we recommend 20 and up. Your Max age really
depends on many factors but we don't think you should over analyze. So we recommend
20-55.

For interests facebook has so much data, so this part is easy.

Using the audience insights tool found in FB business manager, you can enter any
demographics and do some research to find interests that people who use your competitors
products tend to have. Use this tool to find the interests you will be testing in your adsets.

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YOUR AD CREATIVES
OK so now we're at the creative level. Creatives are a combination of video, pictures, and
copy. When starting your 1st campaign we recommend having at least 1 good video and 2-3
image creatives.

For creating your ads you have 2 options.

Option 1: you can either create the ads yourself using canva or some other app.
Option 2: hire a freelancer from fiverr.com to do it for you.

We highly recommend hiring someone from fiverr to create your ads. You can get some
great ads done for 10 dollars or less. There’s no reason not to spend the money. It’s literally
the price of a fast food meal. This is your business, every dollar is an investment.

PROTIP: Make sure to use a good thumbnail for videos that captures their attention so they
can stop scrolling and click. Try to use headlines that stand out from the rest of the image.

PROTIP: Unless you already have skills making videos, we highly recommend hiring
someone from Fiverr. Your video should be 30 to 60 seconds in length and we recommend
having captions over the video explaining the benefits and why they should buy it.

Below is are some templates we recommend for headlines.

Now You Can Have [something desirable] [great circumstance]

[Do something] like [world-class example]
Have a [or] Build a [blank] You Can Be Proud Of
What Everybody Ought to Know About [blank]
How To [Do something] In [Short duration]
[Number] [Topic] Lessons I Learned [Specific Result] in the Past [Duration of time]
Who Else Wants [blank]?
The Secret of [blank]
Here Is a Method That Is Helping [blank] to [blank]
Little-Known Ways to [blank]
Get Rid of [problem] Once and For All
Here’s a Quick Way to [solve a problem]

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Remember you want to give a benefit and value explaining why they should get your
product. Always make sure there is a call to action. What's the point of showing an
advertisement if there's nothing to click or a website to visit. You have to give them
instructions by telling them to either click here or buy now or some sort of instructions to
act.

SCALING METHODS
Intro To Scaling
So you have created a campaign and you got ads that are getting traffic.You found some
winning ad sets and now you need to scale. You might be thinking to scale all you need to
do is increase ad spend on winning ad sets to increase your conversions..Unfortunately it
doesn't work that easily. Why? Let’s dig in further.

For example, let’s say you’ve been running an ad set for $5 and after a few days you start
getting sales. During this time facebook was optimizing the ad to get the results using only
$5 and the data was not optimized for a higher budget with that specific targeting . So if you
suddenly increase the budget on that specific adset you will throw off the optimization and
ruin your adset during its learning phase.

To scale properly you need to gradually increase the budget in a specific way. Not only that,
but you should only think about scaling once you’ve gotten 50 conversions of a certain
event during a 1 week period..

Vertical Scaling
First scaling method we will cover is vertical scaling. With this method you simply increase
your budget on the winning ad set that is bringing in results. Before you increase the
budget, you have to make sure you wait enough time to gather data. We recommend
waiting 3-4 days before increasing your ad spend. If you increase adspend on budgets too
quickly you risk throwing your adset into a new learning phrase where it will have to
reoptimize the data all over again.

PROTIP: For vertical scaling increase the budget of your ad sets by 10-20% no sooner than
every 3-4 days.

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Horizontal Scaling
Horizontal scaling is basically how it sounds, you’re widening your casting net to scale up.
This method essentially works by increasing the number of adsets within a campaign.

There are two ways to scale horizontally.

1. Duplicate adsets but add a similar interest in hopes of finding similar audiences.
2. Duplicate and keep the original adset with the same exact budget and interests

With the second method you basically are doubling your spend without having to increase
the actual budget. This way you double the spend but keep the original ad the same.

CBO Scaling
Next is CBO scaling. Although CBO sounds like it's easy and you just need to increase ad
spend, it's a little bit more complicated than that.

The simplest method of scaling with CBO Is to gather your best interests, duplicate them
into a new CBO campaign with a higher budget and run them. Let this campaign run for 3 to
5 days and slowly scale up in 10 to 20% increments.

Now before you scale with this method you need to understand your data. Take note of two
metrics during scaling, ROAS and CPA or CPP. As you scale your ads, make sure to pay
attention to these 2 factors, because if not you don't know how much your profit will really
be. That way you know which you need to scale and which are dead.

PRO TIP: Your ROAS should not decrease as you scale with any form of scaling. If it does
then you’re simply spending more and getting less in return.

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AUDIENCES AND RETARGETING
Custom Audiences
Let's focus on our audiences so we can understand how to better target them. The better
we know our buyers the easier we can sell to them at any point in the marketing funnel .

Facebook pixel gathers a ton of data, including what actions visitors to your store take such
as purchases, add to cards, what products they viewed, and more. This is very important
because we can re-target these people again by creating Custom Audiences. The right
audience will make or break your campaign. Custom audiences are audiences that have
performed a certain action or interacted with your content or website in a certain manner.

Below are some examples of custom audiences you can create to retarget.

People who have Added To Cart (ATC)

People who have viewed 75% of your video.
People who have initiated checkout.
Top 25 Viewers of your Website.
People who have purchased your product.

PROTIP: Custom Audiences are for audiences that you specifically want to target who have
already interacted with your page/brand/site.

PROTIP: Lookalike Audiences are audiences that look like similar audiences. You use LLA
when you want to reach NEW similar audiences.

Look aLike Audiences (LLA)

Look aLike Audiences are a type of audience you can create who are similar to a set type
of audiences you define. Let's say we want to create a look a like audience based off of 100
people who added products to cart. Once we have about 100 people who have added a
product to their cart we can create a LLA(lookalike audience)using ATC. So that this specific
audience will be more likely to add a product to their cart.

Custom Audiences Lookalike Audience

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Look a like an audiences have very similar demographics, interests, and perform
similar actions to the same people who you choose based on your selected event. So
basically that audience will be way more likely to add products to cart than any other general
audience. Facebook allows you to create a lookalike audience that are similar from 1% to
10% of the audience of your original ad set. The lower the percentage the closer they are to
your original audience.

Pro Tip: 1-3 percent are good ranges when creating LLA.

Pro Tip: When scaling use look-alike audiences with the same interests as the original
adsett to get the best converting results.

Retargeting (middle and bottom of the funnel)

Retargeting is a must to convert the most sales. For retargeting you’re basically creating
custom audiences and showing them more ads so they purchase your product or service.
Remember most times most people won’t buy at first, so if you don’t retarget them you won’t
remind them to come back again. THIS IS CRUCIAL.

Pro tip, you only ever re target audiences who have already seen your ads. Do not re target
look-alike audiences. LLA are only used for cold traffic.

Retargeting is the easiest money you will make.Some great audiences include people who
have viewed 95% of your video but did not see, people who DC but didn't ATC,people who
ATC and didn't P UR.

Pro tip : You can offer retargeting audiences discounts or other extras as incentives to buy
your product.

Pro tip: don't just re-target audiences who interact with your content in any way. Focus on
audiences who have made impressionable actions.

Create Custom Audience Create Retarget Campaign Profit & Scale

1. ATC 1. Use different Ads 1. Create LLA's
2. VC 2. Campaign: Conversions/Traffic 2. Repeat and Scale
3. View Views 75% 3. View Views 75%

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 FB ADS CHEAT SHEET
1. Big 5 Always (CBO, Dynamic Creatives, Automatic placements, Simplified Ad
account (1 campaign with multiple ad spreads vs multiple campaigns)
2. Campaign - Start with a Traffic Campaign for Landing Page Views. After you have
50 sales then Create a second Campaign for Conversions.
3. Scaling Methods
a. Duplicate ads and change interest to a very similar one.
b. Duplicate ad sets a billion times (keeping budget the same gives it the same
data)
c. Increase budget, usually need to let it get passed learning phase 4 days+
4. Retargeting
a. Retarget valuable actions- ATC, VC, Pur, View Viewed 75% etc.
b. Offer discounts or incentives in retargeting ads for better conversions.
5. Audiences - create your custom audiences before you start your campaign so that
you have them already set up. ATC, VC, PUR etc should already be created.
6. Interests - Do not mix interests at first. Always use 1 interest per adset!!!
7. Creatives - Use at least 1 video and 2-3 image creatives in each campaign.
****use dynamic creatives (FB will mix them up and show the ones that work
best).Hire a fiverr freelancer for cheap and get quality work!

Growth is Exponential
Patience!
The hardest part is waiting for the first sale. Don't get easily discouraged if it takes a
week to get a sale. Remember, unless you have a FB Pixel that you've run plenty of ads,
you'lre technically starting from scratch. Don't turn off your ads because you don't see
immidiate results. You will likely have to spend money for a week or two to start earning
money. This time is crucial, if you can make it rhough you will most likely end up making it
and growing your business.

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 TAKING THE
NEXT STEPS

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