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com
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Session #1
Sustainable Growth Fundamentals
 From Failing to Scaling:
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Why Now?
● Jon and I keep being asked “What should I do
when my account performance declines
rapidly?” and “How do I turn things around and
scale?”
● Needless to say, it’s a very hot topic!
● Lots of misinformation out there about how to
properly recover an account and scale it
sustainably, so we wanted to provide you with
our tried and true methods.
 From Failing to Scaling:
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Who is This Course For?
● Anyone who would like to successfully
scale their Facebook ads and become
more profitable overall.
● Agencies, consultants, and/or in-house
marketers at e-commerce companies.
● Aka if you’re advertising on Facebook or
Instagram, this course is for you!
So who is this dude?
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www.getwsodo.com
Andrew Foxwell
@andrewfoxwell
foxwelldigital.com/cred

- CEO and Co-Founder, Foxwell Digital

- Personally managed $10M in FB/IG investments for Fortune
500 companies, e-commerce businesses, non-profit
organizations, and more
- Regular guest on Jon’s Pubcast
- Taught FB Business Manager, Analytics, and other courses
- Co-host of eCommerce Influence Podcast
- Quoted in the New York Times, TechCrunch, and more
- Lover of the Green Bay Packers, goldendoodles, and
Antiques Roadshow
Brands I’ve Successfully Helped Scale
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www.getwsodo.com
- Blenders Eyewear
- Bryan Anthonys
- Square
- Fitbit
- GoPro
- And 100+ others over the last seven years
- Bottom line, I’ve been scaling for a long time!
- Important note: I take very seriously the ongoing pursuit
of continuing to educate myself on what brands are
doing to properly scale.
- Scaling methods evolve and change constantly, so it’s
critical to understand everything at play!
How will these webinars work?
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www.getwsodo.com

• 45-60 minutes plus Q&A

• Presentation slides + key takeaways
• Homework assignments
• Don’t be afraid to ask lots of
questions!
 YES, there www.getwsodo.com
will be a recording!
www.getwsodo.com

1. Please allow up to 24 hours for it to be

ready
2. The recording will be emailed to you
3. Also available at powerhittersclub.com
 www.getwsodo.com
www.getwsodo.com

But first… a few

assumptions and
disclaimers
 Assumptions
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• You have a baseline knowledge of
Facebook’s advanced advertising tools such
as Pixels, Website Custom Audiences, and
Targeting.
• You’re comfortable with Facebook ads
manager and have successfully been running
ads for at least six months.
• You stay generally apprised of Facebook
advertising news, online marketing blogs,
and/or new ad product roll-outs.
 Disclaimers
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www.getwsodo.com

• For those of you tuning in from around the

world (New Zealand, Denmark, Germany,
Australia, Mexico) we cannot 100% ensure
every single one of these tactics will work in
your country.

• International audiences are sized differently

which in turn impacts lookalike audiences and
the creation of the prospecting sizes.
 Session #1
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1. Things are Failing: How to Stabilize The Right Way
2. Before You Scale
3. Scaling Overview
4. Horizontal vs. Vertical Scaling
5. Industry Advice on Scaling
6. Common Mistakes
7. The Dreaded Learning Phase
8. The Numbers Game
9. Successful Account Structures
10. Homework Assignment
11. What’s Next?
12. Q&A
 Sessionwww.getwsodo.com
#1 Takeaways
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1. Account recovery checklist
2. Scaling checklist
3. Lessons of how to successfully and sustainably scale your
account and also what not to do
4. Debunking the various myths surrounding scaling
5. Learning how to avoid common mistakes and problems
when trying to scale too quickly or without proper account
preparation
6. Deciphering the Facebook learning phase
7. Various financial calculations needed to properly scale
8. Tangible examples of successful account structures
9. The proper foundation for a truly scalable account
 www.getwsodo.com
www.getwsodo.com

1. Things Are Failing: How to

Stabilize The Right Way
 Common Scenario
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Performance declines rapidly over a few days...

Phase 1: Okay, that’s strange. Hmm.

Phase 2: I guess I’ll adjust a few things.

Phase 3: Time for new audiences?

Phase 4: Is it my website?

Phase 5: Maybe new creative?

Phase 6: WHAT IS GOING ON!?!

Phase 7: Lots of frantic emails/texts.

Phase 7: Facebook is dead to me.

 Step www.getwsodo.com
1: Ask Yourself
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• Is the entire account actually “failing” or just a

few ads/audiences?
• Has my target audience seen the same thing on
repeat?
• What are my relevance scores, CTR, CPM, and
placement breakdown?
• What steps can I take to fix this right now?
• Do I need to save money and rebuild or should I
introduce new audiences/creative/bidding
strategies?
Step 2: www.getwsodo.com
Look at the
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Data

Build your own

Custom Ad Report,
utilizing whatever
data points you’d
like to pull out.
Step 2: Build a Custom
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Report
 Step 3: Compare Numbers
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○ Ad Set Name • CPC less than $1?
○ Amount spent
○ Results
• CTR over 1%?
○ Reach • CPM under $15?
○ Cost Per Result
○ Budget • ROAS at profitability
○ Website Purchases
○ Website Purchase
margin?
Conversion Value • CPA within range?
○ Website Purchase
ROAS • Frequency less than 3 / 7
○ Link Clicks days?
○ CPC
○ CTR (Link) • Relevance score at least 5?
At a minimum, what you’re trying to figure out is what’s actually doing okay
enough to either keep on rocking OR include in a rebuild.
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Compare week over week or month over month data to see what’s working.
 Step 4: Assess What’s Working
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After building your report, think

about the original question.

Are there some pieces that are

actually working?
 Any Signs of Hope?
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To me, not everything is failing.

There are audiences that show
promise, while others show they
need to be turned off and no
longer running. There’s also a DPA
that needs to be fixed!
Step 5: Investigate Delivery Insights
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Step 5: www.getwsodo.com
Delivery Insights
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 Step 5: www.getwsodo.com
Delivery Insights
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Look at your First Time Impression Ratio!

The percentage of your daily impressions that

comes from people seeing your ad set for the first
time.

If this is over under 50%, performance will begin

to decline rapidly. Audience size has a lot to do
with it, but this is why things fail many times.
Step 5: www.getwsodo.com
Delivery Insights
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 Step 5: www.getwsodo.com
Delivery Insights
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Then look at your CPA!

Is the CPA rising steadily over time? Or is it

maintaining its cost while you scale?
 Step 5: www.getwsodo.com
Delivery Insights
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Delivery insights may prove that you need new

audiences. We’ll get more into this, but some of
the common new audience options are:
– Post Engager Audiences or lookalikes
– Previous Customers
– Win-back audiences, eg., 180 day - 30 day
WCA
– Lots more options to discuss!
 Step 6: Audience
www.getwsodo.com Overlap
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FB: “Having overlapping audiences is not necessarily a

bad thing, but it can lead to poor delivery of your ad
sets. This is because when ad sets from the same
advertiser are going to end up in the same auction
(meaning they're targeting similar audiences), we enter
the one with the best performance history and prevent
the others from competing to get shown. We do this
so your ads are not competing against each other
which can drive up costs and lead to inefficient uses of
your budget.”
 Step 6: Audience
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• You can only obtain useful overlap information from

audiences with at least 10,000 people, so keep that in mind
when selecting audiences to compare.
• You can use Custom Audiences, Lookalike Audiences, and
Saved Audiences.
• Try to avoid any overlap north of 30%, or just be highly
cautious of it.
 Step 6: Audience
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Select two or more audiences...

Step 6: Audience
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Then select “Show Audience Overlap”

Step 6: Audience
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 Step 7: How’s Your Creative?
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• If your CTR is declining and engagements are

also not happening (no comments, likes, shares)
then perhaps a creative revamp is needed.
• Make the product pitch much more enticing
and match it to the landing page, making the
conversion much easier.
• It might be time for a total refresh or to look at
alternative ad placements.
Step 7: Creative That’s
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Working
 Step 8:www.getwsodo.com
Check Your Bid
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Are there opportunities to try bidding with target

cost, cost-forward, or higher-in-the-funnel
optimization?

Right now, target cost bidding on conversions is

working very well in some instances!

We’ll get more into these in part two of the

course, but looking at your bid can be hugely
helpful!
 Step 9: Check Your Analytics
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What does the site show in terms of conversion
rate?
– Has it declined from recent site changes?
– Can you pair creative changes with a new
landing page?
– Perhaps trying to match product page with
product ad, instead of sending to a collection
page?

Then, what other levers can you pull on your site?

 Step 10: www.getwsodo.com
Refresh & Rebuild
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• When was the last time you refreshed your

lookalike audiences? Has it been a while?
• It’s possible those audiences have “worn out”
so you’ll need to re-upload that list and create a
new lookalike, or it may also be time to rebuild
entirely.
• If 90% are failing, or if you want a totally fresh
start, then rebuilding (after completing this
course) would probably be advantageous.
 Account Recovery
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Checklist
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1. Ask Yourself These Questions
a. Is the entire account failing or just a few ads/audiences?
b. Has my audience seen the same thing on repeat?
c. What are my relevance scores, CTR, CPM, and placement breakdown?
d. What steps can I take to fix this right now?
e. Do I need to save money and rebuild or introduce new strategies?
2. Look at the Data and Build a Custom Report
3. Compare Numbers
4. Assess What’s Actually Working
5. Investigate Delivery Insights, Build More Audiences
6. Check Audience Overlap
7. Review Your Creative
8. Check Your Bid
9. Check Your Analytics
10. Refresh and Rebuild
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2. Before You Scale

 A Few Reminders
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● Ensure your account has stabilized before you begin to
scale. If you are hitting your CPA/ROAS goals consistently
for 1-2 months, then you are ready to begin scaling.
● Keep in mind that scaling can AND should have multiple
phases.
● There are many different approaches. Some advertisers
might start with a small/relatively minor scaling method
(perhaps introducing new audiences or placements) while
others will choose to completely rebuild and scale entirely
from there.
● Don’t be afraid to stop and ask questions along the way.
There are lots of nuances to scaling!
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www.getwsodo.com

3. Scaling Overview
 What Exactlywww.getwsodo.com
We Mean by “Scaling”
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• Scaling allows you to grow your Facebook ad

account using sustainable practices so you can
spend more over a period of time while seeing
the same or greater ROI.
• Scaling allows you to use multiple ad units and
ad types to grow your brand in all parts of the
funnel.
• Scaling requires close monitoring and
additional ad optimization, but it also means
more predictable success.
 Common Challenges
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www.getwsodo.comwith Scaling
There are many challenges brands run into when trying
to scale a Facebook ad account. Here are the most
common:
– Audiences “burning out” causing ads to stop
working as well
– Increasing budgets too quickly causing costs to
rise
– Not enough creative to keep things fresh
– Not enough monitoring and experimentation
– Frequencies being too high
 Audiencewww.getwsodo.com
Burnout Scenario
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“1% lookalikes of best customers are performing

well, but as I increase budget they decrease in
efficiency. Why does this happen?”

Objective-based advertising within the ad

algorithm. Finds the best converters FIRST.

Solution: Horizontal scaling!

Audience Burnout
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 Audience Burnout
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Facebook finds the best group that is most Total Audience

likely to take THE action you want, first.

Your Lookalike Audience (Ad Set) Converters

As you increase the budget, Facebook shows the

ad to more people within that same grouping.
However, the bigger that audience gets, the less
likely they are your perfect people, thus Total Audience
increasing CPA / CPL.
Less
Increased ad set budget with same audience Relevant
Converters
 Lookalikes Wearing Out
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Most commonly, 1% lookalikes wear out after

around $2,500 worth of spend. It can also
happen sooner (or later on) but generally this is
when you’ll start to see it. *Depends on many factors

Ad Set with 1% Phase 1: Most Relevant Audience Based on Objective

Lookalike
Audience
As relevance score, CTR, engagement and other signals decline,
Facebook begins to show it to the second tier audience.

Phase 2: Slightly Less Relevant Audience Based on Objective

Phase 3: Much Lower Quality Audiences

 Lookalikes Wearing Out
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In many cases, lookalikes suffering from declined

performance means one of the following actions
has occurred:
- The ad sets have been “set and forget”
- There hasn’t been daily monitoring to see
the decline in CTR, CVR, CPA, relevance
score and other key metrics
- Increased budget too quickly without
waiting for a stabilization period, i.e.
doubling budget in one day
 Lookalikes Wearing Out
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- As you spend more, this process happens

much faster.
- A few solutions (not an exhaustive list)
- Change up the creative
- Duplicate the ad set and start it over again
at a lower budget, re-entering it into the
auction
- Increase size of the lookalike
- Try a more relevant lookalike, i.e. instead
of Add to Cart try Purchase.
 Creative Gap Scenario
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“My ads are overall at a 2X return on ad spend but

as I’ve scaled, my performance declines and
frequencies get higher.”

This “creative gap” means you need enough

creative and advertisements with multiple pitches
and hooks to keep the user engaged.

If someone has seen an ad three times and hasn’t

bought, are they really going to buy?
 Creative Wearing Out
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- You can’t keep recycling the same creative in

different parts of the funnel and expect the
same results.
- Whenever I see a frequency of 3.0 or higher
and at the same time your results (CTR,
Relevance Score) are declining over a 48 hour
period, you can bet it’s either the creative, the
audience, or BOTH that need to be changed.
- We will dive more into multi-tiered messaging
in the next little bit.
 Audience & Objectives
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Creativity Lacking
“I’ve had the system of 1% lookalikes running to
dynamic product ads and they do well for a while and
then they just stop working. Why?”

You must always be testing all types of audiences and

ads, via Lookalikes, demographics, interests, broad
match DPAs and so on.

Remember: Facebook isn’t an ATM, it requires constant

experimenting. Never get too comfortable!
 Well-Trodden Steps
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to Success
There are of course exceptions to every case, but the most
common steps you see while looking at successfully scaled
accounts are (as of today):
– Vigilant monitoring and updating, manually or with
automated rules
– Wider audiences
– Creative being refreshed in all parts of the funnel regularly
(Once per week in most cases)
– Dynamic ad and remarketing program very complex with
multiple parts
– Constant experimentation and learning on all parts of the
funnel
– More room in acceptable CPA / CPL
 Biggest Scaling Misconception
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“If I spend more money on this ad set, my ads will

make (bring) me more money (leads).”

Take into account that even if you increase the

budget, the algorithm is still at work.

You’re showing ads to real people. Just because

you increase the budget, doesn’t mean that same
increased percentage of people want to buy from
you.
 www.getwsodo.com
www.getwsodo.com

4. Horizontal vs. Vertical Scaling

 Horizontalwww.getwsodo.com
vs. Vertical Scaling
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• Vertical Scaling = Increasing budget

• Horizontal Scaling = More audiences, more
offers within the funnel to attract people at
different parts, more objectives and generally
just more of everything else other than
increasing the budget on existing ad sets.
• If you only increase the budget, you’re cutting
yourself short by only giving the overall story
one, specific narrative.
 Horizontalwww.getwsodo.com
vs. Vertical Scaling
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• If you’re only using one type of offer, such as

15% off, you’re only speaking to one type of
person.
• Consider the myriad of differences in speaking
to different personas within your audience.
• Not everyone is going to be enticed by the
same thing.
• We all are motivated by different ads and ad
types, along with different benefits and
solutions.
 There’swww.getwsodo.com
Always a
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Caveat
• Using the same ask for all parts of the
funnel rarely works--but sometimes it
actually does!
• In some cases, if your creative is
stunning, captivating, and truly
thumb-stopping AND your price point is
under $40, you’re able to utilize a
15-20% offer that consistently brings
people into the funnel and converts
them in shorter time windows.
• This scaling works because the product
has mass-market appeal and the price
point is accessible for nearly everyone.
 Horizontalwww.getwsodo.com
vs. Vertical Scaling
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• Above all, horizontal scaling leverages more

audiences, in all parts of the funnel, more
effectively.
• The scale is unlimited, because you are
working hard on the pitch and the way you’re
discussing what you sell with potential
customers.
• Consider how you personally shop and
browse--horizontally scaling makes a lot of
sense!
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www.getwsodo.com

5. Industry Advice on Scaling

 Industry Advice
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• Lots of industry experts say the best way to
increase scale is simply by increasing the budget.
• As previously mentioned, this quick-and-easy
method of vertical scaling isn’t necessarily wrong,
but it does build your house on a shaky
foundation.
• A couple years ago, it was common to scale
accounts with only one or two really great ads and
spend $100K+/month through them for scale.
This is simply no longer the case.
 Industry Advice
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• Other common advice surrounds scaling ad set

budgets “intra-day” meaning you’re shifting budgets
during different parts of the day, forcing Facebook to
spend your budget quicker as the day goes on and
“choke” them, or turn them down at night.
• This tactic, while occasionally successful, requires an
incredible amount of close monitoring, even with
automated rules, proven creative, and a LOT of data.
• It can work but it’s just not a proven method we
suggest for the majority of organizations.
 Industry Advice
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• Another common tactic is
using bid overrides for
winning auctions.
• This requires that within a
conversion campaign, you’re
bidding 3-5X the CPA of your
product for a conversion,
thus telling Facebook you’d
like to always “win” this
auction without a doubt.
• This is a method I used
successfully for over two
years.
• However, now Facebook is
smarter!
 Keep This In Mind
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• Many industry experts claim that scaling is easy.
• [PRO TIP] It’s not.
• Most important questions to keep in mind:
– Do I have the creative resources already in place to
support more pitches and hooks to bring people into
the funnel?
– Do I have the time required to closely monitor the
various ads I’m running?
– Do I know the financial calculations needed for these
campaigns to work?
– Do I have a multi-part plan for pitches and
audiences?
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www.getwsodo.com

6. Common Mistakes
 Moving Too Quickly
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- The “stabilization period” is an incredibly
important concept when scaling.
- When making changes to the ad set budget,
wait 48-72 hours before making another
change.
- This does affect the “Learning Phase” too, but
more importantly it’s really difficult to make a
call on something with less than 48 hours of
data.
- [PRO TIP] This especially depends on your bid
window!
 Remarketing Not Figured Out
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Two main types of remarketing:

– Dynamic product ads
– Website Custom Audience Remarketing

Most commonly, advertisers will have two remarketing

campaigns running similar to these below.
Dynamic Product Ad
Remarketing Pool
30 Day Website Custom
Audience Remarketing
(Viewed or added to cart last
30 days)
 Remarketing Rework
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Instead of this...

Dynamic Product Ad Remarketing

30 Day Website Custom Audience
Pool (Viewed or added to cart last
Remarketing
90 days)

Why not this?

Dynamic Product Ads: 7 Day Viewed or Added to Cart Copy A, Image A

Dynamic Product Ads: 30 Day Viewed or Added to Cart Copy B, Image B

Website Custom Audiences: 7 Day Website Visitor Copy C, Image C

Website Custom Audiences: 30 Day Website Visitor Copy D, Image D

Engagement Custom Audiences: 30 Day Engagers Copy E, Image E

Added to Cart Last 60 Days Copy F, Image F

 Remarketing Rework
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As you scale, basic remarketing tactics will not

continue to work because:
– Frequencies will be too high.
– The same person will see the same pitch
multiple times.
– It doesn’t meet the person where they are.
What if a door-to-door salesman stopped
by your house every day for 14 days in a
row?!
 Inventory Snafus
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- Before you scale, be sure you have enough

inventory for the products you’re pitching.
- Inevitably, you’ll have one or two products
that begin doing really well and all the
sudden you’re sold out.
- I’ve dealt with inventory problems
countless times--it’s a very common issue!
 Budget Cap
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- Another common issue that people run into is

their daily budget cap being too low.
- In a normal account, it’ll slowly raise itself over
time from $250 per day to $750 per day.
- Once you’ve hit that daily limit, it’ll stop
spending once it hits that until the next day,
thus hindering your results.
- If you’re planning on scaling past that
amount, you’ve got to request it via Facebook
support.
Budget Cap
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Budget Cap
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7. The Dreaded Learning Phase

 The Learning Phase
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• The learning phase lives at the ad set level,

requiring 50 “conversions” per week to
complete.
• The conversions are whatever action your ad set
is optimized for, so if you’ve put in “add to cart”
it’ll require 50 adds to cart per week to stabilize.
• Facebook invented the learning phase in an
attempt at delivery stabilization; i.e. learning
how much data needs to be gathered to deliver
your ad to the right people.
 The Learning Phase
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“When we start delivering your ad set, whether

at the start of a campaign or after you edit it, we
don't have all the data necessary to deliver it as
stably as possible. In order to get that data, we
have to show ads to different types of people to
learn who is most likely to get you optimization
events. This process is called the “learning
phase.”
The Learning Phase
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 The Learning Phase
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The learning phase can be incredibly frustrating

due to the fact that for most ecommerce
companies, 50 purchases per week would be a
very difficult goal to achieve.

For example: $25 CPA goal X 50 conversions per

week per ad set, means $1,250 spent minimum
to achieve your goals only on that ad set!
 The Learning Phase
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The learning phase resets after the following actions:
– Any change to targeting
– Any change to ad creative
– Any change to optimization event
– Pausing your ad set or the campaign your ad set is in
(the learning phase will reset once you un-pause the ad
set / campaign)
The learning phase will not be affected by:
– Bid
– Budget

NOTE: Budget changes via Automated Rules do not reset

the learning phase.
 Dealing with The Learning Phase
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There are two main options you have when

dealing with the learning phase:
– Consolidate audiences into the fewer ad
sets to get as close as you can to 50
conversions per week, leading to more
stabilization.
– Move your pixel event up the funnel, i.e.
from a Purchase to Add to Cart, to get
closer to the 50 per week.
 [PRO TIP]www.getwsodo.com
Pixel Optimization
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• Instead of that Purchase Optimization, why not

try moving it to the next relevant action that
drives a strong purchase intent?
• Add to Cart is popular, as is Initiate Checkout.
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8. The Numbers Game

 The Numbers Game
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And now for the peskiest problem of all… not

having your financial calculations in order ahead
of time!
 The Numbers Game
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You can win the numbers game by asking

yourself a few critical questions:

1. What is your average order value?

2. What is your lifetime value?
3. What is your margin percentage?

We’ll use the answers moving forward!

www.getwsodo.com
www.getwsodo.com
 The Numbers Game
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www.getwsodo.com

- CPM on FB & IG is between $8-25

- Your Ad Sets need to be shown to at least
1,000 people per day in order to really get
enough impressions to prove their worth
- 50 conversions / week per ad set
- At a minimum, you’ll have one prospecting
(top funnel) and one remarketing (bottom
funnel) campaign going.
- Two ad sets at ~$15/day = $30/day X 30 days
= $900/mo bare minimum.
 Signals
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www.getwsodo.com

- In most cases, Facebook wants you to

optimize ad set budgets based on the cost of
a conversion.
- For example, if your AOV is $50, you ideally
need to spend at least $50 per ad set per
day.
- Facebook is looking at the overall number of
events happening on the pixel.
- The more events happening, the more data,
therefore faster learnings and optimization.
 The Numbers Game
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www.getwsodo.com

- Let’s take $50 AOV as the continued example.

- $50 AOV and you want Facebook’s
recommended ~7 sales/day (based on learning
phase)
- 7 sales X $50 = $350/day ad set budget, or
$10,500/mo.
- Clearly you’re not all going to be testing at this
level (some of you might be) but what this
exercise proves is spending more in a shortened
period of time is actually incredibly helpful for ad
optimization.
 The Numbers Game
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www.getwsodo.com

- When considering scaling, financial calculations

can inevitably lead to confusion.
- I’ve seen multiple advertisers run ads without
knowing what their CPA needs to be or the exact
return on ad spend (ROAS) they’re looking for.
- Scaling increases costs so considering a Lifetime
Value can be helpful for better understanding
that true lifetime value of a customer.
- It may seem like a chore but doing some basic
math here can really set you up for success.
 www.getwsodo.com
www.getwsodo.com

9. Successful Account Structures

 The First Step
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www.getwsodo.com

Begin by asking yourself: What experiments do I want to run and in

what part of the funnel?

Low Funnel
➔ I have a large and loyal customer base
➔ I have a loyal and engaged email list

Middle Funnel
➔ I have a lot of solid engagement and/or video viewers

Top Funnel
➔ I need more qualified traffic Your answers will help clarify
on where to begin scaling!
Generally,www.getwsodo.com
Brands Need/Want
www.getwsodo.com

More Qualified Traffic

So they’ll go about it this way

Phase 1: Prospecting Experiments

Phase 2: Remarketing Experiments

Phase 3: Loyalty / Engagement Experiments

But you can do whatever you like!
Different Pitches for Different Parts
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www.getwsodo.com

Sample Budget Allocation

Site Almost Previous

Prospecting Enagagers Fans
Purchasers Customers
Visitors

25
15

BO

ew

20

Va vo
%

Ad
Pr wi
G

lu cac
od th
O

FF

e
FF

& y
uc Di

FF
O

t A sc
FF

or
nn oun
ER

BO
ou t
nc

G
O
em
en
t
 Proven Successful
www.getwsodo.com
www.getwsodo.com
Structure
Budget Allocation
60% Top of funnel (TOFU) Prospecting

20% Bottom of funnel (BOFU) Recent Visitors

5-10% Loyalty

5-10% Branding to BOFU / Engagers

 Wherewww.getwsodo.com
Audiences Fit In
www.getwsodo.com

TOFU
Lookalikes / Wide Audiences / Interests / Behaviors

BOFU
WCAs/ Dynamic Product Ads / Video Watchers

LOYALTY / MOFU
Previous Customers / Fans / Engagers
 Some Favorite Audiences
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www.getwsodo.com
for Scaling
Core Audiences
• Previous customers last 365
• 30 Day Site Visitors
• Active Email List
• Email Opens Last 30
• Previous Engagers

Lookalike Audiences
• 1% VIP Customers Last Two Years
• 1% Purchasers
• 1%/ 3% Add to Carts
• 1%/ 3% 2X Page View
• 1% Top 25% Website Custom Audiences Last 60 Days
• 1% Top 5% Website Custom Audiences Last 14 Days
• 1% Converted Leads (b2b)
 Scaling Example
www.getwsodo.com
www.getwsodo.com

We’d take something that starts with a structure like this...

Campaign: Objective: Conversions

Ad Set 1: 1% lookalikes

Campaign: Objective: Conversions (Product Sales)

Ad Set 1: Viewed/Added to cart 90 day DPA
remarketing
 And turn it into
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www.getwsodo.com
this!
Campaign: Objective: Conversions
• Ad Set 1: 1% lookalikes
• Ad Set 2: Interests
• Ad Set 3: Behaviorals
Campaign: Objective: Conversions
• Ad Set 1: 7 Day Site Visitors
• Ad Set 2: 30 Day Site Visitors
• Ad Set 3: 30-180 Site Visitors (Win Back)
Campaign: Objective: Conversions (Product Sales)
• Ad Set 1: Viewed/Added to cart 7 day DPA remarketing
• Ad Set 2: Viewed/Added to cart 30 day DPA remarketing
Campaign: Objective: Conversions
• Ad Set 1: Previous Purchasers
Campaign: Objective: Page Post Engagement
• Ad Set 1: Fans
Remember: Duplication
www.getwsodo.comis Your Friend
www.getwsodo.com
 www.getwsodo.com
www.getwsodo.com

10. Homework Assignment

 Homework Assignment
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www.getwsodo.com

1. Assess current ad sets and see if all are failing

2. Set a plan to rebuild all or some ads
3. Prepare plenty of creative for use in future scaling
4. Plan for scale via audiences and funnels
5. Build out various audiences for scale
6. Rename campaigns using new naming conventions
 Woohoo!
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www.getwsodo.com
You’ve made it through part one!

9. Homework Assignment
www.getwsodo.com
www.getwsodo.com
 www.getwsodo.com
www.getwsodo.com

11. What’s Next?

 Next Session
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www.getwsodo.com
1. Feedback & Questions
2. Session #1 Recap
3. Grouping vs. Separating Audiences
4. Adding Multiple Objectives
5. More Prospecting Recommendations
6. Dynamic Product Ads for Remarketing
7. Destinations
8. Cranking Up Your Creative & Copy
9. Dynamic Ad Copy
10. Recommended Placements for Expansion
11. Bidding & Budgeting for Scale
12. Seasoned Pixel
13. Naming Conventions
14. Stopping & Restarting
15. Geoexpansion for Scale
16. Automated Rules
17. The Big Dogs
18. Homework Assignment
19. Q&A
 www.getwsodo.com
www.getwsodo.com

12. Q&A

ASK ME ANYTHING!
 www.getwsodo.com
www.getwsodo.com

THANK YOU!