FB Ads NOT working Like You Hope It Would…. Listen Up! From my experience and working with brands of all levels, beginner up to advanced, fail to realize that your brand, message, and offer MUST all be on-point in order to ENSURE you get the most out of your Benji’s when you deliver that via the creative. Today I want to touch on, some account I structure I use almost all the time to scale brands from 5 to 6 and 6-7 figures. But before here is what I like to think and remind myself of when looking at a brand new account. === “Marketing is the selling of promises, built on trust. Sales is convincing your customers that your marketing is true. “ === What does this mean? It means if you cover all basis via the creative: Having a resonating message (touching on pains, wants, desire, and challenges) Having tailored imagery and videography to your ideal customer Showing people WHY they should TRUST you via testimonials and endorsements Giving them a PRE-PURCHASE EXPERIENCE (this is a big one! ) Then, On the website you 100% must be CONGRUENT. I’ve seen brands spend 6 figures+ without having a clear message both on creative and website. This leaves TONS of money (aka Benji’s) on the table. Website not converting, its not simple to fix but here is a TEMPLATE I hand over to my clients if their copy and structure is weak or needs improvements without spending TONS on CRO. NOTE: Excludes any use of apps, more concered with copy and website structure. “ Testimonial (optional at the top of page) - Short description at the beginning (before -> agitate the problem / after -> imagine what it'd be like, having a problem solved / bridge -> your product / service) - Benefits of using product - How to use it - What is in the package - Overcome doubts - Short story about product / founder -Testimonials -CTA “ There you, structure and easy to implement. === Now, ACCOUNT STRUCTURE… I call this “Ad Account Diversification” It's basically diversifying your traffic via the audience, that way we ensure w'ere getting the best combination of quality traffic. So, 4-5 ADS will typically KRUSH at 2-5x ROAS while all the other ones get turned off really early by our ‘automated rules’. Now, this structure is more for those who already have something going. IF you don’t I touch up on it after — won’t leave you out ✊ NOTE: I suggest having at least two different types of TOF campaigns. Testing campaign Scaling campaign TOF CAMPAIGN STRUCTURE (BRAND BUILDING Phase) Campaign Thankspes: Video Views (Thru Play Optimization) OR PPE OR Brand Awareness OR Conversion. ADSET 1: Interest (relevant keywords preferred) ADSET 2: Super Site LAA’s (1-10%) ADSET 3: Broad/Wide open ADSET 4: Page LAA (1-10%) ADSET 5: Advanced Custom LAA (1-10%) Site 1% LAA will contain: All Website Visits, View Contents, Add to Carts, Purchases. Page LAA will contain: All Page engagements, any post or ad engagements, and video views unless the brand is new and I'm using videos to build warm audiences. Advanced LAA that has been crushing it for us is a LAA of people that visited a page on your website 3 times or more. Those CRUSH. MOF UP CAMPAIGN STRUCTURE: Campaign Thankspe: Conversion/Trafffic ADSET 1: Video Views 50-75+% ADSET 2: IG All Page Engagements ADSET 3: IG Any Post Or Ad Engagement ADSET 4: FB All PAge Engagements ADSET 5: FB Any Post Or Ad Engagement Test CBO 180 days if spending large amounts. If not, I like to separate them by 15-30 days. MOF DOWN CAMPAIGN STRUCTURE: Campaign Thankspe: Conversion/Trafffic ADSET 1: AWV ex VC (all website visits excluding content views) ADSET 2: VC ex ATC (content view excluding add to carts) ADSET 3: ATC ex IC (add to carts excluding Initiate checkouts) ADSET 4: IC ex PUR (Initiate checkouts excluding purchases) Test CBO 180 days if spending large amounts. If not, I like to separate them by 3-30 days. BOF CAMPAIGN STRUCTURE: Campaign Thankspe: Conversion/Trafffic ADSET 1: PUR 180 ADSET 2: VC ex ATC (content view excluding add to carts) ADSET 3: ATC ex IC (add to carts excluding Initiate checkouts) ADSET 4: IC ex PUR (Initiate checkouts excluding purchases) For IC, been testing "After-pay" Retargeting offers and works great. But results are mixed across brands, so test it yourself. This part of the funnel is HIGHLY custom per product. Like: What’s your repeat purchase? When do customers drop-off (customer win-back campaigns) What VALUE can you provide to their current purchase? === There ya have it, now for newer accounts here is a structure you can start of with… Put together your top 2-5 creatives and test 3-10+ audiences for about 3-5 days at $5 minimum/day. Look at: Unique CTR (2%+, nothing lower) Unique Outbound Click CPM’s ($15 or lower preferably, not always correlates with ROAS) From there, take those top performers duplicate them into a CBO 5X and raise the budget from $5 to $25/day. Here is how it would look like: ====> Campaign Level Campaign: CBO - Interest/Audience ====> Ad-set Level Audience 1 Audience 1 duplicated Audience 1 duplicated Audience 1 duplicated Audience 1 duplicated ====> AD Level Creative 1-3, however many you chose to test, spent 1-2 AOV and performed well. ==== Anyways, hoped this helped. Got to run to the gym and work out my vein ripping and hulk level legs. Let me know what you do and what more of ya’ll like to learn. There’s tons of stuff in this Ecom and media buying space. I’ll list a few: Best apps for converting website Best creative types (tof, mof, and bof) Auto-scale Rules Auto-Kill Rules Mindset of a master media buyer What metrics to look at routinely etc….
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