facebook ads management strategy creating real roi€¦ · management strategy creating real roi...

Facebook Ads Management Strategy

Creating Real ROI

Andrea Vahl

@andreavahl

Here’s What You’ll Learn. . .

• What you need to get started in setting up a winning ad campaign

• 3 common myths that will waste your ad budget and lower your profitability

• Retargeting do’s and don’ts that can mean failure during your sales cycle

• How to stay on top of the Facebook Ad changes

My Story

Today

A Little More ABOUT ME

Co-author of Facebook Marketing All-in-One for Dummies

Community Manager for Social Media Examiner for 2 years

Creator of Facebook Advertising Secrets online course

Cofounder of Social Media Manager School

Used Grandma Mary – Social Media Edutainer to start my blog

Stand up comedian

My Why

Let’s Get STARTED!

Design ©2016 Social Media Examiner • Do NOT distribute

The #1 Thing You

Need Before You

Start Your Ads

Have a goal for each ad

Each ad should have a “Key Performance Indicator” that fits with the funnel

• Awareness: Reach, Engagement, Video Views• Consideration: Website Clicks, Email Optins• Conversion: Email Optins, Sales, Leads• Retention: Repeat buyers

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3 Questions to Ask

1. What is your objective for your ad?- Awareness, Leads, Traffic, Conversions, etc.

2. Where are you sending your traffic?- Landing page, blog post, staying on Facebook,

sales page

3. What will your Key Performance Indicator be?

- Reach, video views, optins, leads, sales

Facebook Ad Objectives

Step 2: Have a System for Testing Your Ads

Ad Set #1Interest and Fan Page keywords

AdImage #1

AdImage #1

Ad Image #1

Ad Set #2High-value Lookalike

Audience

Ad Set #3Job Titles

Campaign

Step 3: Put your Tracking in Place

Facebook Ads Funnel Hacking

Facebook Ads Funnel

Awareness

Consideration

Conversion

Retention

Boosted Posts

Video Ads

Quick Tips

Contests

Special offers

Video Ads

Lead Generation

Traffic

Conversion

Launch sequencing

Lead Generation

Traffic to Landing Page

Remarketing

Remarketing

Great content to re-engage

Focus most of your budget on

generating leads and optins

Email Optin Sequence

Ad Website Thank You Page

Website includes:

Facebook Ad Pixel (PageView)

and Google Analytics

Page includes:

Facebook Ad Pixels

(PageView) and (Lead)

And/or Custom Conversion

and Google Analytics

(Google Goal)

Multi-stage funnel

Ad Website Thank You Page

Website includes:

Facebook Ad Pixel

(PageView)

and Google Analytics

Page includes:

Facebook Ad Pixel

(PageView) (AddtoCart)

Google Analytics

Add to Cart

Page includes:

Facebook Ad Pixel

(PageView) (Purchase)

Google Analytics

Testing – Small Budgets

• Total Budget < $5000/month

• Testing Budget – 10-20% of full budget

• Consider significance of your Results to determine how many ads you can test

• Objective = Link Clicks – Cost per link click is low• Objective = Lead Generation – Cost per Lead is higher• Objective = Conversions (sales or optin) – Cost per Sale can take more budget

• In general:• $50-100 per ad run over 3-4 days to test• 10-20 ads in initial test phase

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Testing – Large Budgets• Total Budget over $5000/month

• Always testing and optimizing

• Points of concern:• Creative Fatigue

• Audience Overlap

• Dynamic Creative

• ROAS break even point

• 1st Time Impression Ratio

• Campaign Budget Optimization

• Dynamic Audiences vs Static

• Overall ROAS 2x or better (this metric may be different for you)

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• Testing high-value Lookalike Audiences• 1% Purchase

• 1% Multiple Purchaser

• 1% CLTV – big spenders

• Widen to 2% to test scale

• Testing low-value Lookalike Audiences• 1% Add to Cart

• 1% Time on product pages

• 1% 10-second video viewers (or variation)

• 1% Lead

• 1% Email subscribers

• 1% Fans of your Page

Design ©2016 Social Media Examiner • Do NOT distribute

3 Common

Myths about

Facebook Ads

#1 Facebook Ads aren’t working any more

https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2019/

Questions for troubleshooting

• Has the CPC gone up?• Has the CTR changed?• Has CPM changed - higher competition?• Are you seeing less reach?• Check the Frequency• Check Breakdown Reports • Where in the funnel are they dropping out?• Is it time to refresh the creative?• Have you tested enough options?

Start with a good product

25 #AIMSFacebook

Nothing can save this

#AIMSFacebook

#2 You have to have a large budget to get Facebook Ads to work

Testing – Basic Strategy - Small Budget

• Run Video ads first – better for retargeting later

• Create 3-4 images for ad testing and a few audiences

• Interests, Lookalike high value

• $50/ad run over 3-4 days

• Evaluate and Iterate and Scale best ads

Case Study – Book Launch

• Testing phase – 2 weeks• 3 Audiences - 3 images• $50/audience

• Launch Phase – 1 month• Best performing Audiences and

images• Iterate with 2 new images and

variations• $600 Ad Spend

• Improved results: $1.20/link click to $0.11/link click

• Positive ROI on Book sales

#3 Facebook Ads only work for a certain industry

https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2019/

B2B – B2B – Big biz – Small Biz – Niche Biz

Test Test Test

#4 Bonus MythI have to have a fancy website to get Facebook Ads to work

Webinar Sequence

Ad Zoom Webinar Thank You Page

Website includes:

Facebook Ad Pixel (PageView)

and Google Analytics

Page includes:

Facebook Ad Pixels

(PageView) and (Lead)

And/or Custom Conversion

8x ROI after narrowing down best performer

Design ©2016 Social Media Examiner • Do NOT distribute

When you

believe

those myths, you set

yourself up

for failure

Design ©2016 Social Media Examiner • Do NOT distribute

Targeting and

Retargeting:

Sounds scary hard but it’s not

Targeting Your Ad

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Retargeting: Custom Audiences – Warm Market

• Email List

• Website Visitors

• Engagement Retargeting –Videos, Facebook Page, Instagram Business, Event, Lead Forms, Instant Experience

Use for Sales Ads

Retargeting Video Views

@andreavahl #mobilemonkey

Warm up the audience

Beware of Retargeting SMALL Audiences

Combine Small Retargeting Audiences

Sales Cycle is retargeting only

Design ©2016 Social Media Examiner • Do NOT distribute

What you really

need to succeed

with Facebook Ads

Hint – it’s not…

• A fancy website

• A lot of money

• A Masters in Marketing

• A fancy computer

• Expensive tools

A System!

• Starting your ads

• Creating a campaign

• Split testing

• Running your ads

• Onboarding clients

What is stopping you right now?

What would it be like to get the support you needed?

FACT:

It’s challenging to build a business in a “vacuum”. You need support of like-minded people to bounce ideas off of, ask questions, and sometimes just vent!

Introducing…

www.fbadvertisingsecrets.comSign up by Wednesday, May 15th!

Step 1 - Strategy

• Systematically approach your strategy for your exact business model

• See specific examples of ad campaign plans from Realtors, Authors, Consultants, Local Businesses, Online courses, Workshops, Events, Ecommerce, B2B and B2C businesses.

Step 2: Tactics

• Not just HOW to do it but WHY to do it and what works best

• Deeper dive into troubleshooting, reporting, the Pixel, Targeting, Custom Audiences, Lead Generation, Instagram Ads

• Business Manager, Landing Pages, and Reports

Step 3: Run a Profitable Ads Business

• Grow your OWN Business running Facebook Ads for businesses

• Businesses NEED your expertise

• Proposal templates – Report Templates

• How to work with multiple clients

• Using Business Manager

• Packaging and Pricing your Services

• Systems to help you become more profitable

• Start making money RIGHT AWAY running ads for clients

The Secret Weapon- Community!

• PRIVATE Facebook Group with 500+ super smart people (and me) answering your questions

• Personal mentoring

• Feedback on your campaigns

• Advice on keywords

• Latest updates

• Like-minded people who are generous with their advice!

Jump Start Bonuses

• Facebook Ads Workbook

• Facebook Advertising terms guide

• Facebook Pixel Guide

• Facebook Ads ROI Calculator

• Checklist for before your campaign and during your campaign

www.fbadvertisingsecrets.com

Agency Level Bonuses

• Facebook Advertising Pricing Workbook

• Proposal Templates – Report Templates

• Getting Started Checklist

• SWIPE FILE for designing powerful Ads

• Canva Ad Image Template

Super Bonus - Certification

• Credibility

• Confidence

• Referrals

• Wins more business!

To Recap

The Full FB Advertising Secrets Training Program ($5,000 Value)

Facebook Community for Support and Mentorship ($2,497 Value)

Bonus 1: Jumpstart Bonuses ($247 Value)

Bonus 2: Agency Level Bonuses ($347 Value)

Bonus 3: Agency Certification Quiz for the Course ($297 Value)

Bonus 4: Beginner’s Guide to the Business Manager ($47 Value)

1 year access to course, group, updates

TOTAL VALUE = $8,435

1 year access to course, group and updates https://fbadvertisingsecrets.com/

Go Faster with Masters Level

12 week program in addition to full Agency Level for 1 year

• Weekly small group coaching

• 3 one-hour private coaching sessions

• Additional Assignments and personal review of work

• Personal testimonial from me at the end of the 12 week program

Limited to 10 spots

Praise for FB Advertising Secrets

Praise from clients

“Woohoo – over 600 signed up for the webinar!”

No Risk

Join me…

www.fbadvertisingsecrets.comSign up by Wednesday, May 15th!