A Complete Strategy to Successful Facebook Ads Campaign — COPY THIS!
Ever wonder how to craft the perfect ad strategy?
When I first started running ads, I constantly kept getting knocked down by zero return on investment which sent me spiraling into self doubt.
Once I figured out ALL the aspects of running a successful campaign, I never looked back!
If you are struggling with your digital ads, look no further!
I am going to give you my COMPLETE MARKETING STRATEGY here!
If you are new here, my name is Joeseph. I am the CEO at Beckmann Marketing Company. I started my agency three years ago, first running social media and digital campaigns for other companies. Now I teach those same businesses how they can do it themselves so they can save money in the long run by not having to always contract me out!
If you are struggling with your digital marketing, feel free to leave me an email and tell me how I can help!
ROI or return on investment is the name of the game when it comes to ads.
Of course we all want to make more money than spent!
People often get confused with HOW MUCH money needs to be spent in order to get the return we want.
Calculating Cost Per Lead
The first topic is the lifetime value per customer/ client.
This is important because we need to know how much to expect to spend when bringing on a new customer.
For example if the average lifetime value per customer is $1,000 then how much of that are you willing to give up into marketing?
For me, the average lifetime value is $4,730.
Typically I won’t spend more than $100 per lead because this does not fit in my marketing budget and will throw off my gross margins which should be above 90%.
Don’t get confused, I will break this all down!
Tip 1
Keep your cost per lead under 5% of LTV or average lifetime value per customer.
This is very important!
I see a lot of people wanting to market on Facebook to get new leads but give up after not seeing a return on a $50 campaign!
If your LTV is $5,000 and you give up after not seeing a return on $50, then your campaign may be successful, you simply just didn’t do your behind the scenes work and have no clue what you need to spend to get new leads.
On top of that, expect to spend $500-$1000 on the split testing in the beginning to capture the winning ad.
Now we need to understand the process of a successful lead gen campaign.
What I see all the time is someone expecting a purchase from a single ad.
DON’T DO THIS!
Sequential Ads
I go into extreme depth in this article on Sequential Ads Here but I will give a quick summary.
The overall goal with sequential ads is to capture as much data on the people who view the ads so we can retarget them in a soft and hard call to action.
This is WAY more powerful than a single ad because we have all this data we can use to sell not just one, but ALL our products to current and previous customers.
The ROI on these campaigns are exponentially greater with the more ads we put out because we can narrow our audience with every ad.
For example, let’s send a video ad to 100,000 people.
We retarget the people who viewed 75% of the video (let’s say 25% viewed at least 75%).
Those 25,000 people were sent a retargeting ad which converted 15% into buyers.
We just sold product to 3,750 people!
Now what happened to the other 21,250?
We can then send a hard call to action ad to those people who engaged with our brand but didn’t buy, turning another percentage into customers!
Then, in a few months when we release a new product, we can retarget the 3,750 proven customers with a new product release ad and watch the money come flying in!
This is way more powerful than sending a single ad to different people all the time!
Capture data. Retarget. Repeat!
Copy-write
Everything above is just a portion of the pie.
Marketers need to be well versed in a number of skills and one of those includes copy-writing.
Being able to capture attention with a single sentence under 50 characters is not an easy task!
People do this one task for a living and get paid extremely well for it!
Luckily I have a formula.
Time + Promise and Outcome + Action
What the heck does this mean?
For example if I were selling a face skin tightening cream, I would write the ad headline in this order:
Time Guarantee + What’s In It For The Customer + Call To Action
Further into detail :
7 Day Eliminate Wrinkles FAST — Get Serum
Get their attention quick!
Too long of a headline and Facebook will cut it off.
Too short and you won’t get the point across.
This is the one part where I’d recommend hiring a professional. This is an art and some people are simply not good at it.
The unfortunate part is that the headline is where you capture people.
A bad headline and ad copy is a failing ad no matter how good the offer or content is.
MAKE SURE TO SPLIT TEST!
This is the most important part of creating winning copy.
Very rarely do even the most experienced copy writers win off their first idea.
Test Test Test!
Data + Analytics
Learn to capture data and understand it.
When deciding what ads to scale, we need to take a look at the numbers.
If you want this in extreme detail, click here.
Reach — Number of unique accounts reached
Impressions — Number of times content was viewed (multiple views counted)
Cost Per Result — Cost of each action reached in campaign type
ROI — Return On Investment
There are so many data points when it comes to running ads but these are the most important to note.
My campaign style used these analytic points the most.
Ad 1 — Video Ad ( Data Capture )
Ad 2 — Soft CTA ( Retarget )
Ad 3 — Hard CTA ( Retarget )
It’s pretty simple!
Our goal is to not only get a positive ROI but keep the cost down as low as possible!
Facebook will increase and lower the cost per result based off the quality and relevance of the ad.
For example, when I ran my video campaign, two of the videos had a $0.21 cost per result while one had a $0.07 cost per result.
These videos had the same topics but different copy and editing styles so why do they cost different amounts for the results?
Facebook’s AI is the deciding factor of the campaigns relevance.
This is why it’s so important to split test.
One of those videos would cost $21,000 for 100,000 people to view it while the other would cost you $7,000!
This is an insane difference!
If you need anything in this article simplified even more, send me an email!
Joeseph@beckmannproductions.com
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