8.a. Facebook - Instagram Ads Strategy (Full Version)

GROWTH STRATEGIST
The Growth Strategy
SETTING UP & SCLAING
FACEBOOK &
INSTAGRAM ADS
THE LATEST STRATEGIES,
METHODS, TACTICS
GROWTH STRATEGIST
Strategies, Tools & Resources for Digital Marketers & Entrepreneurs
We connect you to the proven, practical strategies and resources used by the World's
leading businesses, marketers, and entrepreneurs. Enabling you to take your online
business and personal growth to new heights.
Facebook & Instagram Ads Strategy
Push Marketing
At this point, we’ve covered the tools and tactics to create the most important parts
of your marketing plan with your sales funnel and the landing pages, sales pages,
and emails, etc…
Now it’s time to get people into your funnel.
Push & Pull Strategies
The different marketing strategies are often grouped as Push or Pull strategies.
Pull strategies are where you entice customers with something of value. This can be
with blogs, videos, social media, podcasting, etc, all of which we’ll go on to cover.
Push strategies are more of an aggressive form of marketing because you are
pushing your customers into the top of the funnel through paid ads, affiliates, or
direct sales. The customer didn’t ask for the ads but they are going to get shown
them whether they like it or not.
Want us to help? Contact us at GrowthStrategist.com

Paid Ads
We’re going to talk about Paid Ads as it’s an important and potentially extremely
lucrative part of your growth strategy, and we'll go into extensive detail to position
you to success with the latest tactics.
Why Paid Ads:
1) Precise Targeting:
You can narrow down exactly who you want to show your ads to. Remember those
demographics of your ideal customer that you created? Facebook allows you to
target them. So it’s 20-25-year-old females in London, who like shopping and luxury
fashion brands… Facebook will target them. It’s crazy powerful.
2) Large Audience
The online exposure we have at our finger-tips is huge. Buying traffic allows us to
get a large audience instantly. You don’t have to rely on creating content that has to
get shared in order for you to get exposure. The organic (pull) tactics to get millions
of eyeballs on your brand is hard… paid ads is one of the few ways to get millions of
people to see your products in a matter of days and weeks.
Paid Ads Rules of Thumb
The next step in the strategy will go into extensive detail about Facebook Ads
especially, and Google too, as they are the main ad platforms to use… But first, here
are some rules of thumb and main tips that you need to keep in mind first if you
are buying paid traffic…

1) Test Budget
The first $1000 of your ad spend is just to test your ads! You won’t make a return
from it! Sucks don’t it?! But… it isn’t a waste. It’s an investment and education. You
are learning from it. If you just spend $100 for example, then you won’t get enough
data back to learn what keywords work, which copy, images, videos or targeting,
etc. So you have to go through that ‘Build, Measure, Learn’ cycle so you can find out
exactly how your ads should be. This can take a couple of months or a few
thousand dollars before you start seeing a profitable CPA depending on how solid
your offer and email marketing is.
2) Sell the Click, Not your Product
The landing pages and sales copy are built to actually ‘sell’ the product or service,
the Ad is used to just get the customer to that sales page. So don’t feel you have to
cram in too much information into the ad to sell the product... just think about what
you have to do in the ad to get the click! We have a formula sheet you can use to
create ad copy in the next stage of the strategy which will help you with this.
3) Ad Managers Should Focus on Maths & Data, Not Just Creative
You might think that ads are all about being creative, and they are… but ultimately,
it’s an equation that needs to be solved based on data rather than a cool looking
image or logo. The ‘nicest’ ads don’t always convert the best. It’s about making the
maths work so the ROI is positive. So if you have someone who is good with
numbers… those are the people who should manage your ads.

Conversely, if you do have an ads guy that is all numbers, you'll need to assist him
with creative assets so you can be on point with your brand.
4) Google vs Facebook
The two main ad platforms, but what are the differences?
If you have a unique product that people won’t necessarily be searching for on
Google, then you want to spend your ad budget on facebook so they discover your
product. Similarly, if your specific keywords in Google are super competitive and
expensive, then Facebook is right for you. The discovery aspect opens up a much
greater pool of potential customers.
5) Ads Always Need to Be Refreshed

Each one of your ads, no matter how well they perform, will eventually run their
course and need to be refreshed. It doesn’t matter how much profit you make from
them or how low the cost per click is, it’s the nature of all ads to hit a bell curve. It
can be referred to as banner fatigue. It might be weeks or years for them to run
their course, so… you need to be on your game and not get complacent. You need
to always be creating and testing new audiences, new demographics, hooks, offers,
copy, images, etc. This way, when your old ads stop performing, you have ads to
take their place.

Setting Up Your Facebook Ads
With those principals in place, let’s now dive into how to get your Facebook ads set
up. This is the same setup process we use on our clients to generate millions of
dollars each year in revenue, along with thousands of other businesses that use
Facebook ads as their main source of revenue.
If you haven’t got your Facebook ad account set up already and don’t have any
campaigns running, we’ll run through it here along with screenshots to help you get
through the technicalities of it.
Set Up Your Ad Account
This isn’t a 101 in teaching you about the ads manager platform and what
everything means (there are different courses for that if you really need to learn)...
Rather, this is a step by step guide so that you’re setting up your ad campaigns in
the best way possible to position you to big returns.
But, you’ll need to create a Facebook Business Manager account if you don’t have
one already. Go to h
ttps://business.facebook.com/ to create an account and
connect it to a Facebook page. Then, you’ll need to create an Ad Account within
your Business Manager. Go to Business Settings > Ad Account > Add an Add
Account.
It’s all pretty standard processes here to enter your credit card details and business
information etc. You add credit card details so Facebook knows that you’ll pay for
ads when you run them.

*Note that you’ll only get charged for ads when you spend money on them.
This Business Manager account is where you’ll build and manage your ads, and it’s
where you can delegate the management of the ads to an agency, contractor or
employee, etc.
Create & Install the Facebook Pixel
You need to install the Facebook pixel on your website.
The Facebook Pixel is a short piece of code that is placed in the header of your
website and works as an analytics tool to track your website visitors and their
actions/events.
It basically measures conversions and essentially spies on your visitors to get to

know them in order to gather data to then use to optimize and improve your ad
performance to drive more sales.
The pixel is responsible for the success of your Facebook campaign and can
massively grow your profits if used correctly, so get it set up!
Disclaimer: If you don’t know how to install the Facebook pixel yourself, get your
web developer, marketer or anyone with experience to do it for you. You’ll find
somebody on Uwork to do it for you for $10 or so. This is pretty easy to do if you
are using a web platform such as Shopify, Squarespace or Clickfunnels, etc. But if in
doubt, get help.

Adding Pixel Events:
If the code is on the site, you can add specific events to track such as ‘Purchase’,
‘Lead’ etc.
You can choose to track the events when the page loads or when an online action
occurs. You can also add parameters to your events such as conversion value i.e. if
it’s a ‘purchase’ and your product costs $100 then you add this value. These specific
event tracking will really put your pixel to work and create huge value, as your pixel
will know exactly who to retarget and what kind of people it should be showing
your ads to.
Here are the specific steps to create and install the pixel and events if you want to
do it yourself or show your client how to do it:
Create the Pixel:
Here’s how you’ll create and add it to your site: In your Facebook Business Manager
account
> Click the main menu in your header (top left)
> Click ‘All Tools’
> Under ‘Measure and Report’ tab, click ‘Pixels’

> Click ‘Create a Pixel’ if you don’t have one already
> Name Your Pixel i.e. Your Business Name

> Copy the pixel code displayed and paste it into your website header. This is where you’ll get
somebody who knows how to help you. Or, if you are using Shopify or Clickfunnels, it’s pretty
easy and there are lots of youtube videos or instructions on their websites, so it can be done in
a couple of minutes.
You can also add it via Google Tag Manager if you have this installed on your site too.

Whichever method of installation you go with, you can check things are installed
working by installing the Facebook Pixel Helper extension on Google Chrome to
ensure the proper events are firing when you want them to. Checking it is firing
properly is how you will determine your ROAS and make key decisions etc.

Creating Audiences
Now we need to build a number of audiences to target.
To begin with, should create an audience from your existing data that you have, i.e.
your pixel and your email lists so that you can retarget to people already familiar
with your business.
Here’s how:
> Go back to the menu and select the audiences option.
Here is where you can upload an email list of your current customers or leads that
the Facebook pixel will look at and retarget.
> To create an audience based on an email list, Click Customer File and continue.

> At this point you’ll need to prepare your spreadsheet into a CSV file. Facebook will
tell you how. Email is obviously the minimum data you need, but any phone
numbers or names, etc will be a bonus.

> Name your new audience that you’ll be able to easily identify later. Could be ‘Past
Purchasers’ or something. Maybe add a date range to be specific.
In addition to that static audience, where Facebook will always refer back to that
list… you now want to create dynamic audiences that will automatically update
based on people who have actually visited your site.
> To do this, go back through the same create audience steps but this time select
‘Website Traffic’

This is where we get really specific…
You should create a number of audiences based on their behavior on your site.
Here, you’ll want to create a few different audiences.

For example, you’ll want to create audiences for those who have purchased, who
have added to cart, who have viewed a product, and for different date ranges.
So, you can select an audience of ‘Purchasers in the past 30 days’. Or ‘Checkout
Abandoners in the past 3 days’.
You can get very granular with these – such as targeting those who have viewed
certain pages between a certain time frame.
You should go and make a number of these audiences so that you have them to
hand whenever you might use them in the future.
To start with, set up the following time frames for people who visited your main
sales pages:
- 7 days sales page visits
- 30 days days sales page visits
You can do the same for any other page view. Could be ‘general visitors’ to the site.
Or ‘Checkout page’ visitors. Etc.
You can also focus on people who watched 50%, 75%, 90% of your videos so you
can retarget to those leads who already engaged in your content. Etc.

Lookalike Audiences
The lookalike audience is arguably the most powerful aspect of Facebook

advertising. Or any advertising for that matter.
Basically what happens is that the Facebook algorithm looks at the profile data of
people who visit your site i.e. visit pages, checkout or even engage with your ads
etc, or who are on your email list, and they then crawl facebook to find similar
profiles who they then advertise your product to. Sounds kind of creepy, which is
why it’s highly effective and popular.
To create a Lookalike Audience:
> go to Create Audience, then select Lookalike Audience:

> Select your audience you want to pull from based on the previous audiences you
have just set up, such as lookalikes of your email lists, your customers, your website
visitors over 30 days, 90 days etc.
> Choose the country you want to target too.
TIP: We suggest starting off with an audience size of 1%, keep it focused and
specific. Don’t give the algorithm too much work to do when finding your ideal
customers, so keep it at 1% to start with, and then scale up the percentage with
future tests.

Other Audiences
We mentioned a number of audiences you can create above, here is a list of other
audiences to create which can allow you to be really specific with your ads to
reduce costs.
As we said, you can create other audiences based on the percentage of your videos
they have watched, and how they have interacted with your page.
Some examples include:
● People who have viewed 50% of your video

● People who have viewed 95% of your video
● People who have interacted with any of your pages’ content in the past 365
days
● People who have been to certain pages on your website
● People who have downloaded a certain lead magnet
● People who have visited any page of your website in the past 60 days
● People who have visited key pages on your site but NOT purchased
● People who have purchased your product
● People who are on your email list
● People who have visited only your homepage in the past week
● People who have interacted with an ad of yours in the past 30 days

Campaign Structure
Ok, you have set your audiences up. You’re equipped to target your customers.
Now you need to set up the campaigns. Organization and structure are key here.
To start:
> Go into ads manager
> Click the green Create Campaign button
You’ll see this screen:

Name your campaign, your ad set, and your ad. Don’t over think it though, you can
change them later when your campaign becomes more clear.
You can start with:
Campaign: Launch Campaign
Ad Set: General Visitors Retargeting:
Ad Name: Image 1
After this, save it as a draft and go to the ad set section. Click on the edit button to
open up your targeting choices:

This is where you set-up your audience selection. You can select any audiences you
want to target that you created in the previous steps.
If you are trying to find new customers to put into your funnel, you’ll want to test an
ad set that is focusing on some of your lookalike audiences or custom audiences to
see which one works best… but you can also expand on your lookalike or custom
audiences you created by adding ‘interests’ to your targeting. You can target
people who are interested in certain facebook pages, who are ‘active shoppers’, or
interested in things your target customer might be interested in.
You can browse through the demographic options on this page:

This is where you use the customer data you put together while spying on your
competitors or doing your customer analysis etc.
If your ideal customer is 30-40-year-old women who like to listen to Beyonce, and
they work in ‘Marketing’ then you’d input those filters here.
TIP: In addition to Including certain demographics, you also want to exclude them
too.

If for example, you are trying to find new customers, you would want to ‘Exclude’
your current customers.
Next, you’ll select where you want your ads to display. At first, test out Facebook
and Instagram feeds only. That’s where you get peoples attention. So unselect
other options:

Messenger ads and chatbots are very popular and up and coming tactics, but they
are more advanced and specific to be included in this strategy. But... you may want
to add those to your plan of action.

Checklist:
So, you’ll see how Facebook is pretty systemized with the setup.
Using the tools they give you and the ability to create audiences and target so well
makes it easy to get a strong marketing campaign going.
Now it’s a case of using the above structure to then create your ads by adding
images, videos, your call to actions and ad copy to the simple ad builder.
The more audiences you test and the more specific you are, the more your ads will
be viewed and engaged with and the cheaper your clicks and sales conversions will
be!
Here's what you should do now if you haven't done so already:
- Create and Install your Facebook Pixel onto your website
- Add custom events such as purchases, lead conversions, etc on your site
- Upload your email list as an audience for leads and customers (if you have it)
- Create custom audiences based on website views for your sales pages, checkout
pages, and general visits
- Create custom audiences based on video ad views (50%-75%-90%)
- Create a custom audience based on interest
- Create 1%, 5%, and 10% lookalike audiences based on the above custom
audiences (email lists, website visitors, etc)
- Create your first ad campaign, ad set, and ad

Scaling and Optimising Your
Facebook Ads
Facebook Ads aren’t a ‘set it and forget it’ campaign. You need to monitor the
metrics of your ads closely so you know what to tweak and change to go to the next
level.
Most businesses think if you increase your budget, your CPA and ROAS will just stay
the same… it’s not the case. You have to work with Facebook’s ever-changing
algorithm.
Here are some scaling methods that will set you apart. This is the serious side of
Facebook marketing…
Monitoring
Facebook's analytics makes it pretty easy to see what’s working and what isn’t in
your campaigns. You have to stick to your budgets and understand how your ads
are performing.
Are they getting seen? Are they getting clicked on? Are they getting conversions etc?
Here are the main metrics that you should be measuring in your campaigns and
why…

Cost Per Result
Each ad you set up will have a goal objective. It can be a conversion, a purchase, a
click, etc. You choose. The cost per result metric will show you the average cost of
your ad based on the objective “result” that you create.
Ad Impressions
This tells you how many times the ad has been viewed. But, it doesn’t tell you how
many people actually noticed your ad. It basically means that it was loaded onto a
page.
Ad Frequency
Remember we mentioned that your ads will have a shelf life and you should refresh
them? This metric is important in that it will tell you how many times on average
that a viewer has seen your ad.
If the number is high it means that a person is looking at your ad more than once
and could be interested. However, if it is high, but your conversions are low, then it
can be a sign that the frequency of your ad is repetitive and stale.
Ad Clicks
As we said previously, the goal of your ads is to get people to click on them. So Ad
clicks is an important metric because it shows actual intent and interest in your
offer. If you have low ad clicks, you might want to change your message and images
or video. If your ad clicks are high but your sales page conversions are low, then
you might need to optimize your landing page.

Click-Through Rates
The click-through rates will show you the percentage of people who click your ads
in comparison to all of the people who saw your ads. This metric is shown in the
‘campaign view’ within your ads manager. If you have a high click-through rate you’ll
know that your ad copy and target audience is on point.
Cost-Per-Click/Cost-Per-Impression
The cost-per-click metric shows how much you are paying whenever your ad is
clicked on. Cost-per-impression metric shows how much you are paying per 1,000
views of your Facebook ad. These metrics are straightforward but should be
monitored in order to stick to your budget. You can set up your ads to be charged
based on CPC or CPM, and you can test which is the most cost-efficient for your
campaigns.
Conversion Rates
One of the most important metrics, the conversion rate tells you what percentage
of clicking customers go on to purchase or achieve your objective.
Cost-Per-Conversion
Arguably the most important metric… The cost-per-conversion metric tells you how
much you have to spend for a sale. This is the reason you spending money on paid
ads and will help you figure out if it is effective or not.

ROAS - Return on Ad Spend
To go one further, if you can place a value amount on your purchase event,
Facebook will automatically take the cost per conversion and the revenue
generated to calculate your return on ad spend. This is the fun metric where you
can see you that if you put $1 in… you get $X out in return.
Scaling Methods
After monitoring the above metrics, it will allow you to make the changes you need
to optimize your campaigns so you are getting a profitable Cost Per Conversion or
ROAS.
Once you get to that point you’ll naturally want to scale your budget to make more
profit.
But, if you want to scale your results, you need to scale your tactics and put some
strong scaling methods into your campaigns.
It isn’t as easy as just ‘increasing your budget’, and this is where people lose money
and can’t scale their low CPA’s.
So, here are some of the key techniques that will take your campaigns to the next
level…

Retargeting
This is the obvious one. The less ‘underground’ tactic so to say, BUT, people still do
it wrong or limit their potential.
There are actually a number of retargeting methods to scale the strategy to

increase engagement, leads, and sales.
Retargeting is the glue that holds everything together and takes the user on a
journey that builds a relationship with you and your brand. It can lift conversion
rates by +20% or even higher.
So you’ll need to utilize retargeting to capture leads that get away and sales that
didn’t close.
This is where you are going to put your Facebook pixel to use and bring into play all
of the audiences you that previously set up, so you can basically create a Facebook
Ad funnel.
You should segment your audiences based on their actions and then provide an ad
unique to where they are in the funnel. For example, if a customer views a product
page, then they should be retargeted with a reminder of that product and that they
should “Finish their checkout” etc.
If you don’t use these retargeting tactics, you’ll miss out on a huge amount of
customers who were previously engaged and would never have come back to your
site had it not been for your retargeting.

So, as we mentioned in the previous section, use your audiences to create ad sets
that retarget to:
- Check out page visitors (Abandoned Carts)
- Specific Product page visitors
- General Website visitors
- People who viewed 50%, 75%, and 90% of your video ads (build ad sets for each)
These are all strong retargeting methods that put your products back in front of
customers who have previously engaged. You’ve already made a connection with
them. So… just like with the Email sequences, you need to keep building the trust
with them, keep reminding them of your value and eventually they will make a
purchase. 7th time is the charm in sales remember!
Another tip is to engage your previous customers by retargeting to them based on

the email list you uploaded to Facebook. Remind them of new products or for them
to stock up on supplies… or even send a holiday gift to their friends etc as a way to
add even more profit to your campaigns.
For each audience… create an ad that will resonate with where they are at in the
funnel. So if they abandoned your checkout, show them the product they
abandoned as a reminder. Or show them some testimonials in case they needed
some additional reassurances.
If they are just general visitors, your ad should tell them more about the value and
benefits of your product.

Adding the above retargeting methods can give you dramatic results.
Go put some of your budgets towards testing it out.
Increase The Budget Of Your Successful Ads
Sounds simple and obvious, but increase the budget for the ads that are
performing best. If you have high converting ads and low conversion costs
compared to other ads and ad sets then let the better performing ad grow rather
than changing it.
Duplicate Ads to Additional Audiences
This is similar to the above point in that if you see an ad performing well in an ad
set, you should duplicate it and add it to other ad sets or campaigns that target a
different audience. There’s no guarantee that it will perform the same, as all
audiences respond differently to ads, but you should put it in the game and see if it
works. If the audiences aren’t too dissimilar, then you have a chance of it being
profitable.
Ad Creative Optimization
This can be a real time-saver in optimizing your ad creative. Facebook's Dynamic

Creative Optimisation (DCO) feature basically allows you to put in 10 different
images, 10 different texts, 10 different headlines, and 10 different descriptions…
and it will automatically mix and match the creative to show to sub-audiences with
your target audiences to test which mix works best.
The drawback of DCO is that you won’t know exactly which mix is working as you
just leave it to Facebook, but clients and multiple businesses have seen profits can
soar by putting this into play, so try it out!

New Audience Expansions
As we pointed out at the beginning of this section, all ads will run their course and
hit a bell curve. So you need to always be exploring new audiences to expand to.
Don’t get discouraged by this as ultimately it is a sign your brand is growing.
You can have Facebook expand its’s search into people outside of your target
audience that it feels will also convert for you which you can try. But ultimately, this
is a case of utilizing the different lookalike audiences that you made based on
website behavior, ad/video engagement, and even new interest-based
demographic targeting, etc.
---
These are the standard methods of Facebook management. They will set you apart
from most other businesses who might neglect the details of a Facebook campaign.
This should serve as a blueprint for you to be confident in setting up, managing,
and scaling your campaigns, OR… it can serve as a guide so you know your
Facebook Ads Manager is on top of their game and covering bases.
There is a lot to do. If you want to see results you should be investing a number of
hours each week on figuring out what’s working. If you don’t have the time or the
understanding but you want the results, then you should invest in hiring a good
Facebook ads manager to make you profitable.

Checklist:
- Run your ads on a test budget to get started
- Get familiar with searching and identifying the key metrics
- Set up your retargeting ads to different audience segments
- Increase the budget on your best-performing ads
- Enter your ad creatives into the Dynamic Creative feature to test performance

Facebook Ad Creative Basics
The above foundations for setting up and managing your Facebook Ads will give
you every chance of really growing your business if you have a good product. But of
course, your actual ad creative is essential in capturing the attention, clicks, and
conversions.
You need to invest in focusing directly on your ads and how you’ve designed them.
From the ad copy, the images and videos, and call to actions… here are some main
tips:
Ramping Up Your Ad Copy
Remember that Facebook is all about discovery. People aren’t looking for your ad
and they have a lot of distractions on their feed… so you need amazing ad copy to
stand out from competitors and capture their attention. You need a solid ad text,
an attention-grabbing headline, and a strong link description.
Ad Text:
This is the text that appears above the visual part of the ad. (or below your
Instagram ad). This should usually be about 20 words and give an overall summary
of the value and offer of your product. But, in some cases, you can also write much
longer sales copy in this area. So you can test which works for you.

Headline:
This appears directly under your ad image or video. Needs to be short, clear and
concise, punchy statement, that grabs attention.
Link description:
This appears directly below the headline. This can be 12-15 words in length and will
expand on your headline to support it and give it an extra punch. Depending on
the length of your headline and the type of ad, the description may tail off with
ellipsis ‘...’

As you enter your copy into the fields above when setting up your ads, you’ll notice
that not all of the information gets displayed when you view the previews of the ad.
That’s because of the different formatting for the different platforms. Instagram or
Facebook stories, for example, won’t show descriptions so you might want to set up
specific ‘Instagram Stories’ campaigns to ensure you’re not wasting money on
formatting and creative that isn’t optimized for the best experience and impact.

Note*: These are obvious and general guidelines, but remember to test different
copy and creative, and consider what message your customer needs to see
depending on which stage of your sales funnel they might be. This will help reduce
Cost per conversions and will increase profits.
Include a Call-to-Action
Every ad should have a call to action. You run the ads to generate engagement and
ultimately send your customer down your sales funnel.
So use the call to action buttons that are relevant to your ad, such as: “Learn More,”
“Click Here,” “Subscribe,” “Sign Up,” or, “Download”.
No call to action, no profit.
Optimize Your Images/Ad Format
Your ad copy will capture attention, but the visitor won’t see it until they are
stopped by a cool image first. So make your images grab their attention and set
yourself apart from everything else on their feed so you get more clicks!
You can use Facebook's different ad formats to create, image carousels, square
images, landscape images, etc.
Your images might have a call to action, they might have a graphic or might just be
a photograph. Whatever it is, you need to optimize the quality and create intrigue.
And of course, you need to test!
You might sometimes be surprised at which image performs best.

Use Video Ads!
Using video in your ad strategy can be one of the most effective ways to grab the
attention of an audience. Facebook wants to promote videos! And, people want to
watch things. So play into Facebook's hands. Your videos can be of your product,
they can be a series of images of your product, they can be a selfie of you
promoting the product, or you can go full-on production style and create a
commercial (if you have the budget). You can use Facebook's built-in video editor to
quickly make a 5-15 second clip with ease. Or you can find somebody on Upwork or
Fiverr that can create something for you at low cost.

Advanced Facebook Tactics
Here are some more advanced tactics to take things up a level and get the most out
of your campaigns…
Split Testing Ad Sets and Ad Copy
We keep talking about ‘testing’, you have to figure out what version of a landing
page or ad works best so you compare two or more versions. This is split testing, or
A/B testing as otherwise referred to.
You should run split tests to test multiple campaigns to the same audience, and see
whether ad ‘A’ is better than ad ‘B’.
Setting up in Facebook
Facebook has a Split Test feature where it will run two ads side by side for a short
period of time before determining a winner. You can set this up as you are creating
a campaign by selecting ‘create split test’

But you can also set this up yourself by creating two campaigns. This will mean you
need a big enough budget so you can gather data for both campaigns, but it’s a
great way to figure out which ad performs best before switching off the worst one.
Make sure you are only testing one variable. So if it is just the image or video that
you want to test, keep the title, description, call to action and the target audience
the same, etc.

If you wanted to take your a/b testing to another level, then you could create
variables within each variable in multiple campaigns.
You could have 5 different videos, 5 different ad copy versions, and create
campaigns to test each mix and match of each.
This would allow you to get super specific on what works best, but it is a lot to
manage, monitor and organize so you’d need to be on top of your Facebook game.
This is pretty much the manual method of using Facebook's Dynamic Creative
feature that we discussed above, which is easier to do, but you wouldn’t see exactly
which ad works best.
If you find Facebook's Ad Manager a little confusing then you could use software
such as AdEspresso which can be a little easier to run test and manage the account.
Why Split Test?
We can’t stress enough how important it is to test everything you do in marketing.

Especially when you are directly paying for the ads. You want to know exactly what
is going to give you a bigger return for every dollar spent, so perform these small
tests in order to save you a lot of money in running ads that don’t work.
It does take time and effort to set up, and a lot of patience and persistence in
learning where the sweet spot is for your audience is. Then even when you get
things right, you have to always innovate and optimize to ensure results are
maintained or improved.

The difference between most online businesses is that many will do the basic levels
of account management, but it’s the ones who persist and continuously try new
methods to scale that succeed.
Once you get this right, your business and profits will grow!
Manual Bidding
Another way to increase and scale profits is Manual bidding.
Facebook usually defaults to an automatic bidding strategy where the algorithm

does the hard work for you by picking the best bids based on your campaign
objective. But, if you want to handle things yourself you can choose the manual big
setting and set a specific budget for what you want to pay per conversion.
This is an advanced method that lets you can set up within the Ad Set settings, and
we advise you only test this with a proven funnel and high converting ads to see if
you can improve things.
The goal is to hope that you can manually perform better than Facebook's default
bid optimization. So if Facebook’s default automatic bidding is getting you a $10
conversion rate, you want to play around with your manual bids and set it at $5 to
see if you can be more efficient than Facebook's algorithm.
Then, based on those results, you might increase your bid to $20 and find that your
final conversion cost is lower than the automatic conversion cost you had.

You can edit your bids on an hourly, daily or weekly basis but you need to be on top
of this because you are taking the responsibility to do the work that Facebook
would otherwise do. Check in every hour or day when you first set it up as you
could lose a lot of money if you miss a beat.
One thing that often happens with Manual Bidding is that your daily budget doesn’t
get spent and so your ads don’t get seen. This can be because your bid is way too
low to get a sale.
You can fix this by ensuring your budget is 5x-10x of your bid cap. This might be a
big budget which is why this is an advanced strategy.
Then, you want to slowly increase your budget to start the algorithm…
Check in every couple of hours to see if your ads are getting impressions. If they
aren’t, then you can increase your bid cap by $2. Then, check in another couple of
hours to see if your ads are getting served and increase by $2 again if they aren’t.
Don’t do this more than 5x a day and of course, once the budget starts getting
spent, leave it there.
Your budget won’t always get spent in a day, so if after a few days or a week you
have increased your bid to a that still isn’t getting spent or getting any sales… stop
the campaigns and revert back to your usual automatic strategies.
Sometimes this strategy can be a great way to get more out of your campaigns or
to get your campaigns back on track, but sometimes they won’t work. It’s just how
the game is.

Remember, if you don’t test and try new things, you won’t know how much success
you can have with it. So test test test!
Rapid Scaling
If you have a huge budget and are really ready to risk things, then you can use the
same manual strategy above but increase your bid budget by $10 every couple of
hours instead of $2.
The idea is that you can quickly get your campaign up and running and bypass the
learning and waiting process to get your ads firing and converting in the same day.
NOTE: This is a very risky strategy and we don’t advise it unless you a Facebook
Master and are willing to spend and risk a lot of money.
Super Lookalike Audiences
If you already have a customer base you can get even more specific with the
lookalike audiences you can create to target the most profitable customers. If you
filter your database of your highest paying customers, based on Lifetime Value or
Average Order Value... upload that list as a lookalike audience and the Facebook
pixel will look for customers who will be just as loyal and high spending customers.
Remember the cost of learning in these cases will see your campaigns enter a
'Learning Phase' as the pixel get's used to finding what you want... this will increase
CPA's, but after the pixels do their learning are equipped with new specific
knowledge of your ideal customer, it will find your customers more easily (and
cheaply) and those customers should increase your ROAS.

Resurface old ads
Facebook is massively rewarding social proof right now because of their need to
clean up their platform and it's integrity. So ads with higher engagement will be
pushed further by facebooks algorithm.
If you have old ads live that had high engagement, put them live again to see how
they perform. You might see their CPA's decrease!
Similarly, take into account the engagement and interaction of your conversion ads,
if they have high conversion costs but have also have high engagement... still leave
them running and give them time as the social proof can build up and improve
results.
Use long-form descriptions
You can use your ad to qualify and sell people before they click on the ad… this
might mean higher click costs, but higher conversion rates. This allows you to teach
your Facebook pixel to be super specific with the targeting as you know that
whoever is engaging with your ad after being given so much information, are much
warmer and qualified leads to spend money on, and more likely to convert through
retargeting.

Instagram Ads
Any ads that are created in Facebook can be shown on the Instagram platform too.
Two birds with one stone and an opportunity to get in front of more of your
customers on another channel.
As we mentioned previously, you might want to create specific campaigns for

Instagram to ensure your formatting is optimized. Though to start with, you should
include Instagram and Facebook as the main feeds you show your ads to.
Instagram Stories Ad Format
When it comes to Instagram and Facebook stories however, you should switch up
the type of ad content as people are expecting a different experience that when
they are scrolling.
You can get a really low cost per conversion with Instagram and Facebook story
ads.
This Instagram Story template can work very well if you are a personal brand and or
have a brand ambassador who is the face of a brand…
Here’s what you can do:

Instagram Story Retargeting Script/Swipe File
Run a 15-second ad where yourself or your brand ambassadors are speaking into
their iPhone (or any phone)... with a call to action to get a customer to a lead
magnet, sales page, or even an abandoned cart…
All they need to say is the same as the emails or ad copy that you have created for
the same thing:
“Hey, you didn’t finish your order? Did you get distracted?
We don’t want you to lose out on benefit "XYZ", so we saved your cart.
We’ve sold thousands of [product] and we are giving you a 50% discount for the
next 24 hours. Swipe up to grab yours.”
You can do this in multiple ways with multiple hooks that you should have created
in the emails and sales page copy sections.
Boost these stories as conversion ads, or set them up in your ad manager and
ensure the placement is in stories only, targeting your audiences that have already
engaged with your brand. Then watch your audience engage with your product
thanks to the more personal approach and connection to a human

Create Your Own Facebook Ad Swipe
Files & Examples
We’ve given you the secrets to all the winning Facebook campaigns that businesses
are using to build millions in revenue and profits.
You should now refer back to your competitor analysis and take a look at how your
competitors are running their ads.
What images, what call to actions, and copy, etc. You’ll likely get a feel for what is
working for them and you’ll see how you can stand out from them too.
So as to go to w
ww.facebook.com/ads/library and search for your competitors or
brands you like and spark ideas for the creative and ad copy that you can use.
You should continuously do this even when your ads are running. Make a
spreadsheet with copy ideas and dive into it when you need to refresh your ads.
Take a look at your competitors or your favorite brands and put together a list copy
you want to use.

The Facebook Ad Engagement Funnel
for Cold Traffic
Arguably one of the current tactics to selling anything on Facebook is the video
funnel strategy and attracting new customers into your brand.
As we’ve already covered in-depth, you need to build a sales funnel to attract
new/cold customers into your funnel before, sending them to your lead magnet
before you then nurture the relationship via email marketing to convert them.
However, with Facebook getting more competitive and expensive, many of the
older tactics that used to work to attract new customers are much harder in this
current climate.
Today, it’s just not as easy to put up a sales ad or lead magnet ad and have cold
traffic sign up and into your funnel on the first time of asking. It can work, but it can
be expensive.
The advancements mean that you have to be more creative with the structure,
targeting and ad content in your campaigns.
And ultimately, you are creating a pre-sales funnel with your Facebook ads to
engage customers before they enter your main funnel.
This is an additional layer to your funnel that will allow you to attract new targeted
customers into your world at a cheaper cost than if you leave this step out.

This is essential for you if you don’t have a huge following, don’t have an email list
or any lookalike audiences, and if you need to acquire cold customers from scratch.
But, even with the above in place, you should still use this structure.
Here is what you do:
Create multiple engagement video ads, using multiple ‘pain points’ and ‘hooks’ to
give value to customers... and then retarget them with more specific video ads
based on their engagement.
Essentially, through their engagement behavior, you’ll show them different

Facebook ads to build the trust and relationship to bring them closer to committing
to buying or signing up for your offer.
You should have already created your custom audiences to segment people who
watch 50%, 75% and 95% of your videos, so this is a framework to use to make use
of the audiences.
And, you should have already have listed your customer's pain points and your
solution to their pain points, which you can now use for ads.
We are going to use a 3

tiered ad campaign to set things up.

Here’s what you should do:
1) Stage 1: Engagement Ad Set: Get them to know you
Action Point: Create 5x different videos around the 5 main pain points and
problems your customer has.
You should have created your customers' pain points using our questionnaire
already. If you are selling a weight loss program, for example, your 5 videos could
be on:
a) Why your diet is holding you back from losing weight
b) Why your workouts aren’t working for you
c) Why you don’t need a gym to get and keep your dream body
Etc etc.
The videos don’t have to be fancy or expensive to make, you can spend 5 minutes
putting it together with your phone. It’s your script that needs to be on point to
capture their attention and give them value.
Target a cold audience with this ad set, and don’t include a sales call to action. The
main objective is to have them watch the video.
This is the first point of contact into seeing your brand, they won’t be ready to buy
from you yet so you just need to engage with them.

Budget:
Place $5 per day or so on each video so they each get exposure. One of these
videos will engage better with your cold audiences than others. So after they have
run for a few days, you would turn the lower performing ads off and create new
versions to try and improve results, and so you aren’t spending money on
overpriced video views.
2) Stage 2: Retarget - Get them to like you
Action Point: Create 3x video ads that will go into more detail around your product
offer and brand.
Retarget these 3 videos ONLY to the people who have watched 50% or more of the
previous engagement video ads!
You are moving the customer further down the funnel. The customer will be a little
more familiar with who you are and what you do.
In these ads, you should share with them your main benefits, beliefs, features, your
unique selling point, and mission. Give them advice and micro solutions to their
problems.
Bonus: I f you can also include a testimonial video where somebody else is going to
speak on your behalf and provide social proof, this will also be beneficial.

Examples:
“The quick and easy workouts you need to lose weight etc”
“How to gain lean muscle without going to an expensive gym”
“How to get motivated every day with these 5 simple weight loss”
Share your value, share your uniqueness. Share your knowledge etc.
You can refer back to the previous ad hooks as you are continuing the story, and
this won’t be shown to anyone other than those who have seen your previous ads.
Budget:
Again, as with the first stage, you should put $5 per day on each ad to give it
exposure. If one doesn’t work, you can pull it after a few days. Of course, this is
completely dependent on your budget so if you are spending thousands per day
then scale the spend on relative to your budget.
3) Stage 3: Convert - Get them to trust you & give them the solution
Action Point: Create 3x sales videos where you are providing your solution to the
customer's main pain points, and include a call to action for a sale to your core
product, to your lead magnet, tripwire, or whatever else you ask of them.
Tell the customers why you have what they need. Use your notes from the brand
document you created and the emails you might have already written to repurpose
in this video ad format.

If you’ve added value with the previous videos then the trust will have been built
and the prospect feels more comfortable to make a commitment to you.
This is the final stage of the funnel and you are only making an ask for anybody
who is already familiar with your brand. You’ve targeted them and qualified them
so you aren’t wasting money on ads asking random strangers to buy from you.
Budget:
Start with $5 per day on each ad in this ad set. But… this is where you will
eventually want to spend most of your budget. At first, you’ll pour money into the
top of the funnel (stage 1) to capture the video views which are much cheaper to
acquire. Then, once you have enough video views to retarget to you should
increase your budget at the bottom of the funnel in order to capitalize on the initial
engagement and convert them into paying customers!
Once you establish a profitable return on ad spend, this is when you can increase
your budget and scale your returns massively.
This will reduce your conversion costs, and expand your brand awareness to new
audiences.

Action Points:
❏ Write out your customers top 5 pain points and create video ads
❏ Create short scripts for your main benefits and the unique selling point of
your product (use your previous branding document questions and answers)
❏ Shoot your ads
❏ Reach out to customers for video testimonials
❏ Shoot 3 videos with sales call to actions including the content covered above
Resources:
Facebook Ad agency TierEleven explain their testing framework

The Ecommerce Ad Amplifier™
<-- This is awesome

Facebook Ad Copy Formula &
Template
A lot of ad copy needs to be written for your ads. It can be daunting to know where
to start and what to include.
It can be costly if you don’t put too much thought into your ad copy. And, rather
than spending thousands of dollars on a copywriter, or waiting for Facebook's
algorithm to tell you your ad copy isn’t working, you can use this checklist that the
best Facebook ad copywriters in the world use to structure and create winning ads
in minutes.
Much of the following information is in the branding doc that you hopefully created
when you established your customer's pain points and your business benefits etc....
but if not, get the following information in front of you so you can easily craft your
Facebook ads.
Write this down and keep it in a document so you can refer back to it. You can use
the structures we provide below to create ad content in minutes.

FB AD COPY PREPARATION CHECKLIST
Your answers here will help you form your actual script...
1) Who is your ideal customer?
Remember their interests, age, location, income, language, etc
2) What are the top 3-5 pain points?
E.G. Overweight, Skinny, Unhealthy, Out of Shape, Low Confidence, expensive

solutions

3) What are the top 3-5 challenges?
E.G. No guidance, no plan, no will power, no inspiration, no motivation
4) What are the top objections the avatar has about what you have to offer?
E.G. Cost, Quality, Commitment

5) What benefits does your offer provide?
Inspiration, guidance, motivation, savings, a better body, increased confidence,

happiness, healthy
6) What is the underlying cause of all your customer's problems?
Low self-esteem, no education or guidance

7) The Hook
E.G. If you’re looking to improve your fitness, lose weight, get stronger while getting
the motivation, inspiration, guidance, without the [XXX]then [Your product] is for
you.
See below for more info on this.
*The Hook:
To build on the Hook… the hook is the sentence that will capture your audience's
attention. It’s your main headline. So you can use these in your ad descriptions and
content.
Remember, different hooks will work better than others so you will need to test
which works for your product by creating variations and testing them out.
The hook should follow the structure:
“How To Go From Never [PAIN POINT] While [BENEFITS], Using [SOLUTION] Without
[CHALLENGE]…”
Or

How To Never [PAIN] To [BENEFIT] With [SOLUTION] Even If [CHALLENGE]…
Or
It Took Us X Years To [PAIN] and/to [BENEFIT] Until We found [SOLUTION]… Which

works even if [CHALLENGE]
Facebook Ad Copy Framework/Structure
The main goal of your ads is to build self-identification and trust with your
customers. You need to create the story we have previously covered in your
branding section, and share it with them through your various ads.
Here’s a structure for how you can craft your text ads, and your video scripts:
1) Excite them about their dreams
2) Reason and remove their fears of taking action
3) Rationalize their failures
4) Confirm their suspicions
5) Throw rocks at their enemies
6) The Bind (or hook reaffirmation)
If you were to use the above script for a video ad where you are talking into the
camera to your audience, here’s how it could look:

Example Script:
Pain Point: ‘Women Not wanting to get fit, but not wanting to go to the gym’
1) Excite them about their dreams
Hey Ladies, [NAME] here, speaking to you from my Gym here in [LOCATION], and today I
want to show you all some really cool workouts that you can do from home to help you
get your killer body and give you the confidence and sassiness that we girlies need.
Without having to go to the gym and without having to spend an hour working out!
2) Reason and remove their fears of taking action
So… today, you don’t have to get to the gym and workout in front of everyone. You don’t
even have to get dressed! You can relax, you can chill out in the comfort of your own
home and do what you can! This workout won’t hurt, it’s enjoyable, fun, and pretty easy
so you’ve nothing to lose. If you want to get moving with some of us fellow ladies
empowering each other to get fit, then give it a go. If not… remember the workout for the
next time you feel like you want to move :)
3) Rationalize their failures
And by the way… the best thing about this workout… how nice is not to have to go to the
gym?! All those times when we get busy with work and life… when we feel a little bit
down… a little anxious, flat, or disheartened about our bodies and fitness routine, or
you’re just lacking the motivation to get up and moving… It’s all OK!!! It’s normal for us
all to feel like that. It’s human nature. Trust me, all those feelings are completely normal!
The good thing is that we’re going to hit it together! All of us girls are empowering each
other to get fit, healthy and happy.

4) Confirm their suspicions
And, we get to do without the gimmicky fad diets, and without the fad workouts. Trust us,
we’ve tried most of them out there and as you’d probably expect they don’t work. Maybe
for a short time… but nothing is sustainable other than getting a regular routine.
5) Throw rocks at their enemies
So, don’t be trusting those expensive weight loss ‘systems’ or ‘magic pills’, please please
don’t fall for them. They are unethical and unhealthy. And, you don’t have to hike for
hours on the treadmill every day to get the results you want either...
6) The Bind / Hook Reaffirmation (If you [benefits] without [pain and challenges]
then check out ... )
These false promises and misleading information are some of the main reasons we
created [product] too… Everything we do here is all about getting you into a state of
happiness and well-being.
So if you are sick of spending a lot of money on fitness products, workouts and diets that
don’t work but still want to reach a state where you feel content, healthy and strong,
then [Product] is for you.

Additional Inclusions:
You can also add other sections to your ad content if you feel you need to:
7) The Offer Stack & Call to Action:
This is additional information for those who need to be sold more before making a
decision. This is used especially if the add requires an action or conversion...So tell
them what they will get by taking action:
● “Here’s what you’ll get/find out/learn/uncover:”

● List your deliverables in bullets, while associating the bullets with any
objections they might have about your offer
● Overcome the main objection that’s holding them from taking action right
now: e.g. “This isn’t just another 2 hour-long webinar where I’ll sell you a
million-dollar product at the end”
● Reassert your hook with a binding statement: “If you’re tired of [PAIN] and
want to finally [ULTIMATE BENEFIT],
● “Click here”... Add a call to action to the script if this is an add where you want
to drive signups or sales etc.
Note*: Of course, not all of your ads have to be this long, or it can even be
longer. It needs to be in line with your brand and audience and where they
are at in the funnel.
If the above script is in a facebook description then you can use bullet points and
emoji’s to split things up and highlight key points.
Remember to also check out your competitor's ads by visiting:

www.facebook.com/ads/library


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GROWTH STRATEGIST

The Growth Strategy

SETTING UP & SCLAING

Now it’s time to get people into your funnel.

Push & Pull Strategies

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Why Paid Ads:

Paid Ads Rules of Thumb

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2) Sell the Click, Not your Product

3) Ad Managers Should Focus on Maths & Data, Not Just Creative

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The two main ad platforms, but what are the differences?

5) Ads Always Need to Be Refreshed

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Set Up Your Ad Account

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Create & Install the Facebook Pixel

You need to install the Facebook pixel on your website.

It basically measures conversions and essentially spies on your visitors to get to

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Create the Pixel:

> Click the main menu in your header (top left)

> Click ‘All Tools’

> Under ‘Measure and Report’ tab, click ‘Pixels’

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> Name Your Pixel i.e. Your Business Name

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Now we need to build a number of audiences to target.

> Go back to the menu and select the audiences option.

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Here, you’ll want to create a few different audiences.

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- 7 days sales page visits

- 14 days sales page visits

- 30 days days sales page visits

- 60 days sales page visits

- 90 days sales page visits

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The lookalike audience is arguably the most powerful aspect of Facebook

To create a Lookalike Audience:

> go to Create Audience, then select Lookalike Audience:

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> Choose the country you want to target too.

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Some examples include:

● People who have viewed 50% of your video

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> Go into ads manager

> Click the green Create Campaign button

You’ll see this screen:

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You can start with:

Campaign: Launch Campaign

Ad Set: General Visitors Retargeting:

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You can browse through the demographic options on this page:

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