The Simple 5- Step Plan to NOT Lose Money on FB Ads
Have you ever been inside the FB Power Editor? Holy Sh*t! It’s intimidating.
Luckily for you, creating a Facebook Ads campaign doesn’t have to be such a pain in the a$*.
All you need is a step-by-step plan to guide you through it. John Sanpietro, Facebook advertising specialist, walks us through his simple 5 x 3 Ad Campaign.
Before you start creating, John says to pump your brakes first. Don’t start without doing proper research. This is a surefire way to lose a lot of money. Prep. Prep. Prep. Take a few days.
- Know Your Audience: Become familiar with the Audience Insight tool. It will become a great friend. Use this to find specific demographic information and interests. Pay attention because it may not be what you think. John discovered in the golf niche, the users were much younger than he thought.
Once you’re in, type in your General interest. Then go to Affinity. This shows FB Like Pages the audience are interested in. Go to each of the pages. Make sure they’re still active. Do your due diligence.
- Identify 5 Marketable Audiences: Here are some categories to choose from:
John chose Callaway, USGA, Golf Digest, Rory Mcllroy, and Golf Locker.
For your initial test, pick five categories and chose ONE from each category. The smaller the better. Aim for 50,000+. Larger audiences tend to give you more vague information. So keep it small starting out.
- Install the Facebook Pixel: This is SUPER important as the pixel collects all the data from your campaign. It takes a while for the pixel to get seasoned with good information. Which is why you want super targeted, tight niched audiences to begin. There are two type of pixels:
- Basic-which you will install on your entire website
- Event-based– these will be installed on specific pages. The two most important things you want to track are lead conversions and purchases. Install on your opt-in and sales thank you pages.
If you don’t do this, you’re denying yourself the opportunity to run website conversion and re-targeting ads down the line. Retargeting increases sales and conversions on average by 30%. That’s HUGE! In order to do this, set up Custom Audiences. If you don’t know how to do it, get someone to do it for you. There’s no excuse to not have this set-up properly.
John says don’t set-up for the business you have now, set-up for the business you want 5 years. This is how you maximize your backend. Don’t go the fast, cheap route even though it’s tempting. It’ll cost you time and money to switchover in the long-run.
If you use Google Chrome, you can add an extension called FB Pixel Helper. You can test that the pixel is properly installed on each site.
Here’s a super-secret tip. If you service multiple niches, you need a different pixel for each niche. The pixels are attached to your ad account so if you need multiple pixels, you need to set up multiple ad accounts. This way, you keep your data pure and not watered down with too much information.
- Get Your Funnel Tight: Make sure your funnel is up and running before you start. There’s no use in running ads if the funnel isn’t properly functioning. You’ll be throwing money down the drain. Test each page and ensure they’re all connected. Make sure everything looks good for desktop and mobile.
- Set-Up Your 5 X 3 Ad Campaign: Now you’ve done all of the Pre-Work, it’s time to get to the campaign.
- 1 Campaign
- 5 Ad Sets
- 3 Ads per Ad Set
- Each Ad Set targets a different audience
- Each Ad has different images. Use the same copy for each ad.
Think of the campaign as the file cabinet. Each ad set is a folder in the cabinet. And the ads are pages within the folders.
Go to Power Editor and start a new campaign. You must pick an objective. There are only three you need to be concerned with—Page Post Engagement, Clicks to Website or Website Conversions. Starting out, John recommends Click to Website. You’ll start directing targeting traffic to your site and you’re pixel will be seasoned the quickest this way.
Next pick your budget. Start small–$5 or $10 per day. You can set your schedule. If you do, set it up for at least 3 days. DO NOT touch it. You need that time to collect data. Let Facebook optimize for link clicks to website.
Now choose your placements. FB will check automatic placements. That means they will run the ads everywhere. This a HUGE waste of money. Check edit placements. UNCheck Instagram and audience network. Definitely check mobile and main newsfeed. (UNCheck right column).
Next choose single image ad. Choose 3 good stock photos. 1200 x 628. Choose wisely the image is 80% -90% of the ad. There are many stock photo options to choose from. John uses depositphotos.com. Here’s another trick. UP the contrast on the photo. He’s tested the same image—non-contrasted vs. contrasted—and the contrasted image won every time. They pop off the page and draw more attention. Run them all against the same copy and let the audience tell you what they prefer. Numbers don’t lie.
Under Name Ad, put as much information in the box as possible. Put Ad Type, Niche, Demographic Info, Who you’re targeting, Image you’re using. It makes life a lot easier.
Finish the ad. And once you’re done, you’ll be directed to the Power Editor home page. Click on the ad set and hit the duplicate button. Change the info in the name ad box. And change the information in the Interest box (choose one of the audiences you picked). Repeat this 3 more times. By the time you’re done you should have 5 ad sets and 15 ads.
You’ll be spending $25-$50 per day for some priceless information. After 3 days, check the results. Clicks tell the story. Kill the non-performers—the ads with little to no clicks. You’ll learn which audiences respond and which images each audience responds to. After 5 or 6 days you’ll have some CLEAR winners. Use the data to run ad to different audiences and choose the images that work best based on the category. For instance if a certain image worked well with the Brand you tested, run that same image to other brands.
Don’t be scared to spend $150-$300 testing. By spending this up front, you actually save a TON of money in the long run. It’s an investment. You have to be willing to let it go. John says, if you’re not willing to invest in your business, who else will? You have to be your biggest fan and believe in yourself first! Even if you don’t make money on the first go round, you still take away a lot of learning lessons.
Go in for another round. Test some new audiences. Once you find winners, ramp up SLOWLY. You don’t want to blow your wad.
Now you know everything to run your smart Facebook ad campaign. So get in there and get started. You have the basics. You don’t need to know everything up front. Get in there, tinker around and start learning. Test. Tweak. Learn some more. It’s a process. Take it one step at a time.
John Sanpietro is one of our resident Freedym family Facebook experts. John and Freedym want to give full credit as well to Justin Brooke who he learned the 5×3 ad method from. To learn more about Justin and his ad courses please visit http://dmbionline.com/ This is a MUST watch before starting your own Facebook ads, or if you are running ads and confused on how to test, structure, and build out campaigns. Watch and download the powerpoint to start building your Facebook Ads campaign saving you thousands of dollars.