Profitable Facebook® Ads – 6 Top Tips for Success

Profitable Facebook® Ads - 6 Top Tips for Success

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If you’re an online course creator or a membership site owner, who is 

  1. Launching your first Facebook® Ad Campaign, 
  2. Optimizing an existing Facebook® Ad Campaign
  3. Wants to scale a successful Facebook® Ad Campaign, 

Then read on because this post is for you.

Today I am going to share 6 top tips from the trenches that will set you up for Facebook® Ad success. 

Leverage the Power of Lookalike & Retargeting Audiences 

Let’s start with Lookalike and Retargeting audiences. People are always excited and eager to get cold interest and behaviour based to convert. 

However, if you want to build profitable Facebook® Ad campaigns your audience arsenal will have to include Lookalike and Retargeting audiences. 

Suitably sized lookalike and retargeting audiences will almost always outperform cold interest and behaviour based audiences. Yes, the recent Apple iOS 14.5 update is having an impact on our ability to build these audiences but contrary to popular belief, it is not destroying Facebook® ads. 

There is a lot of misunderstanding about iOS 14.5 and the impact it is having. In April 2021 Apple released an update to its mobile operating system which powers all iPhones and iPads. Once installed it upgraded the software of the device to version iOS 14.5.

One of the features of this update was to block tracking pixels, including the Facebook Pixel, from reporting on the actions that iPhone and iPad users took on 3rd party sites (ie your website).

This specifically prevents Facebook from adding people with the iOS14.5 update installed to a custom audience for you to retarget with specific ads at a later stage, however, all is not lost.

The fact is it’s not blocking Facebook® from tracking who’s taking those actions, it is only blocking the reporting of these actions. Facebook® still knows who is taking the actions on your website based on the pixel. It still knows who those people are. So your lookalike audiences are not going to be impacted in the same way as your standard retargeting audiences. 

In addition, there are several ways to get around the iOS 14.5 update. One method is to use a program like Zapier. In my mind, Zapier is an essential tool for the modern marketer. 

If you are not familiar with Zapier you can think of it as a concierge who has a set of operational instructions who looks for certain events in one software program and when a specific outcome occurs performs a defined action in either the same program or one of 3,000 other integrated programs.

In our Facebook example, your pixel might be blocked from reporting any action taken once they visit your opt-in page, but with Zapier, either based on data received through your opt-in page builder, shopping cart, or email platform you can report back to Facebook the event outcome and add that person to a custom audience and follow up with retargeting ads. 

This very simple to set up workflow will ensure your retargeting audiences will operate at a similar level to pre-iOS 14.5 times. It’ll also give the option to build your lookalike audiences from the people who’ve taken the action that you want on your website. 

While we are talking about iOS 14.5 I do have to mention the impact on reporting within Facebook®. While I have provided a solution to building custom audiences for retargeting one of the big impacts is the fact that your reports on Cost Per Lead or Cost Per Acquisition will be flawed.

Please make sure that you have established a reporting system outside of Facebook that combines data from Facebook®, your opt-in page builder, shopping cart, or email platform to provide you with an active assessment of your true campaign metrics.

When it comes to lookalikes and retargeting, the most important thing is to start your audiences from day one. Even before you start running ads, you need to plan and set up the retargeting audiences that you want to leverage in the future. 

I always start broad with an audience of everyone who visits your website. From there I define ever more specific sub audiences based on the pages they visit and what that tells me about their preferences and likelihood of taking follow-up actions.  

This means building retargeting audiences based on people who visit specific pages or who have an interest in specific areas of your website. 

Based on this you can retarget these audiences with ads for specific lead magnets or offers based on their past behavior and preferences. 

Another valuable audience is your blog visitors. If somebody’s visited your blog, that means they’ve engaged with your content. You can now make assumptions about their knowledge of “the problem” you solve, how you solve it, and where they are on their journey. 

The first step in setting up your Ads for success is to create custom audiences for each of your landing pages, opt-ins, thank you pages, upsell pages, and down funnel steps. I can’t tell you how often I have undertaken a campaign audit only to find that this simple but essential step has been skipped.

The further down the funnel and closer to the ultimate conversion point the more valuable an audience is. However, this value is often offset by the size of the audience as fewer people graduate to the lower levels of a funnel.

The first level of the audience could be people who interact with your ad on Facebook®. This will be the largest retargeting audience but also the weakest. 

Level 2 may be people who visit your opt-in page. Now, something caught these people’s attention on Facebook sufficiently enough that they took action and visited the opt-in page. 

However, this audience includes lots of people who decided not to opt-in but also a percentage of people who do go on to take further action and go to the next phase of the funnel.

Level 3 may be people who visit your opt-in thank you page. That is people who have completed the opt-in process and have been directed to the success page.

When you build a Lookalike audience you ask Facebook to go out and find a percentage (1-10%) of the population of a specific country or countries that look most like your base audience.

The closer the audience is to taking the ultimate action you desire the more specific the data Facebook® will have to base their Lookalike audience on. However, the fewer the people in the audience the less data Facebook® has to work with and the more difficult it will be for Facebook® to identify the defining traits that will make people more likely to take the action that you want.

As a result Lookalike audiences work best on a base audience of at least 1,000 people. When you are starting it might take you some time to get to a point where 1,000 people have opted into your lead magnet. That is the reason why you might start with a higher level audience to start with and then move to lower levels as the size of your audience grow.

Like most things Facebook® Ad related, it is always best to test, however. I have had great results with Lookalike audiences of under a hundred people. In one specific campaign, a 5% Lookalike of a lead magnet thank you page which had 86 visits outperformed the original interest-based audience by a factor of two meaning that the leads from the Lookalike audience cost half the price of the interest-based audience. 

Larger Audiences Are Outperforming Smaller Audiences

In a slightly counterintuitive twist, larger audiences are trending toward outperforming smaller audiences. The old metric was that your perfect audience size was somewhere in the region of 1.5 to 2 million people. And if you had multiple audiences that were three, five, six, seven, 10 million, you’d split those up into smaller segments, because that was the optimum size for ad set budget optimization. 

But now what I’m seeing is that the bigger the audience’s size, the better results they’re getting.

Facebook® has recently made target expansion on audiences mandatory. Up until recently, you could choose whether to switch target expansion on or not. 

Target expansion allows Facebook® to go outside the audience you define while respecting any specific demographics like age, sex, and location if it thinks it can get you more results.  

In announcing this Facebook® said that with detailed targeting expansion on, especially in interest-based audiences, there is a 37% decrease in cost. 

Not only that but they found in website custom audiences that lookalike expansion gave a 17.3% decrease in costs. And with custom lists, a decrease in costs by 10.1%. 

What Facebook® is doing in the background is, it’s spending X% of the budget you specified on your ad sets, but it’s also siphoning off a little bit of money and spending it in other places where it thinks it could potentially get better results for you. And then if it gets good results, it spends more and more money on these audiences.

There’s absolutely no question or doubt that the Facebook® AI is not in a position to 100% select our audiences for us, but this development is pointing to a real statement of intent for the future. 

All this to comfort you as to why it is a good idea to make your audiences as big as possible, feed the Facebook® AI as much data as possible, and let it do its thing.

Personally, I always keep the AI honest by testing multiple versions of the Lookalike audience. 

Let’s say you’ve got a thank you page from a lead magnet. You build the audience of people who visited the thank you page, and then you ask Facebook® to build a Lookalike audience of the 1% of the population of a specific country that looks most like the people who have visited this page. 

Intuitively you may think that the 1% of the population that looks most like the people who have visited your thank you page will perform better than a 3% or 4% or a 5% audience, but actually, in many cases, it doesn’t and the wider audiences outperform the smaller ones. 

When it comes to audiences, remember ABT – Always Be Testing and the most important part of testing is making sure that you’re collating and analyzing the best possible data and that every decision you make is backed up by that data. 

Split Audiences Into Dedicated Ad Sets For Testing

Often when auditing an underperforming ad campaign, I see multiple interests and behaviors and lookalike audiences, all mixed into one Ad Set. While this is certainly meeting the requirement of bigger is better from an audience perspective it is far from helpful when it comes to optimizing your Facebook® Ads.

Essentially what that means is, you don’t know which audience is working, which audience isn’t working, which audience you should drop, and which audience you should put more budget into. 

Always separate your primary interest, and behavior, retargeting, and Lookalike audiences into separate ad sets. 

Initially, you’re going to have to control how many Ad Sets you have. If you are only starting, your overall campaign budget may be lower. 

This will pose a problem because to exit learning each Ad Set must hit 50 instances of your nominated objective or conversion events that you set. 

When launching a Facebook® Ad campaign your first goal is to ensure each Ad Set exit learning. It is only after exiting learning that your costs will even out and you can begin to optimize your campaign.

So let’s say you have five Ad Sets, and each one of those Ad Sets has to hit 50 conversions each week, which means 250 conversions in that week. Now that’s fine on bigger budgets, but let’s say if it’s costing you $5 per conversion, now we can see that’s a total weekly spend of $1,250 per week or $150 per day. 

Now a $150 per day budget is tiny for a lot of advertisers but if you are starting out facing an unknown cost per conversion and an unknown Earning Per Lead this may be a little daunting.

I normally set Course Creators and Membership Site Owners who are new to Facebook® Advertising up with two to three Ad Sets, featuring three Ads per Ad Set in each. 

Once the campaign is up and running this gives you enough variance to assess winners and losers, and then introduce new audiences overtime when the losing audiences are dropped. 

You always want to give an audience five to seven days to settle down to give Facebook® an opportunity to work out the best people in the audience to display your Ads to. 

And remember, as you initially refine your Ad copy, opt-in page and funnel audiences that may not have worked in the past could work better with the revised copy so it is always worth retesting audiences over time. With different audiences, you’re going through a continual process, like refining your ad copy, refining your opt-in page and funnel. 

Remember your audience messaging match is hugely important too. Small tweaks to your Ad copy based on the specific audience may have a big impact on the end result. This could be one or two words in the Ad but always be conscious of the people you are talking about and how you could potentially tailor your Ad copy for them.

One of the key metrics that will tell you whether your audience and messaging match is your CPM (Cost Per Thousand Impressions). If you’re getting a high CPM, it means that the message for your audience is off or that the language of your Ad could be approaching a breach of Facebook’s Advertising Policies. 

The goal of Facebook’s Advertising Policy is to safeguard its users’ experience. They want their users’ feed to be a safe and enjoyable place to be. It’s what keeps users coming back to the platform. Your Ad copy may not breach a policy but if it isn’t contributing to a positive experience, or if Facebook® doesn’t feel like it is adding value to its users’ feed you will be penalized with higher CPM.

If your goal is a profitable Facebook® Ad Campaign having a solid audience testing strategy is key. To appropriately test audiences it is essential that you split them into separate Ad Sets and track their performance. 

When to Use Ad Set Budget Optimization (ABO) and When To Use Campaign Budget Optimization (CBO)

When you are launching a Facebook® Ad Campaign one of the first decisions you are faced with is whether to use Ad Set Budget Optimization (ABO) or Campaign Budget Optimization (CBO).

 During the early stages of a campaign when you are testing creative and testing audiences you should always start with ABO.

ABO lets you set an individual budget for each one of your Ad Sets which forces each Ad Set to spend the budget assigned to it. This will give you a solid basis to assess each audience individually and make a decision on your best-performing audiences.

As mentioned earlier in this post, we need each ad set to exit learning as quickly as possible As a result when you are starting, especially with low budgets, you want to limit your campaigns to 2-3 ad sets with a minimum of 3 ads per ad set.

Once you get your initial ad sets up and running you then enter the optimization phase, testing, honing, refining the creative and audiences until you reach the point where you are happy with your conversion rates and your CPL or CPA

At this stage, you’re going to want to scale your campaign. This is when you move from ABO to CBO. 

Campaign Budget Optimization hands more of the power and decision-making process back to Facebook®. This is not wise early in the campaign as there are too many variables at play, but once you have figured out your winning combinations it’s time to hand the reins back over to Facebook® and give them the flexibility to find those who will be most likely to take the action that you define.

When you move to CBO, you have to make sure that you give Facebook® even bigger audiences to work with. A common initial CBO campaign will feature one super audience containing all your audiences from ABO combined into one.

This one super audience will be used in 4-5 ad sets with the exact same ads in each. This seems a bit strange I know, but in effect what Facebook will do is venture into different pockets within the audience to figure out who will be most likely to convert. 

Once you exit your learning phase, now there are a number of different strategies you can pursue.

You could go with one ad set with all your audiences and let that scale. Or you could possibly go with a super broad audience, where your only definition of the audience is a demographic like age and location. Alternatively, you could go with multiple % lookalike audiences: a 1% lookalike audience, a 2% lookalike audience, and so on with the 3%, 4%, 5% lookalikes. 

That gives you plenty of options in terms of scaling because the more finite you make your audience, the higher your CPM will be. By making it super broad and moving the budget to a campaign level, you’re giving Facebook® much more control.

2 Ways to Scaling Your Ad Set Budget Optimization Campaigns

In order to get to the level of ad spend that makes it viable to move to CBO, you are first going to have to scale your ABO campaigns. Let’s say you begin testing with a $50 budget a day, and things are working out. You have identified your winning creative and you are now looking to scale.

You have no idea how many times I have seen people bump their ABO budgets from a daily budget of $50 all the way to $200, only for the ads which were doing so well up to this point collapse and die.

You can only scale your ad spend by 20% of the budget every 72 hours. So if you’re starting with a budget of $50 a day, it means that you can only increase the budget to $60 in the next step. If you exceed this daily budget you’re likely to reset learning and there is no guarantee that your ads will exit learning in the same way as they entered learning. 

72 hours after this initial change you can then increase the budget again from $60 to $72. Now, most people, if they get their ads up and running, they’re uncomfortable with moving at that slower pace. 

For the majority of people in my audience you may be coming up to a launch, a big promotion, or maybe you have a webinar just around the corner and your ad campaign has a specific deadline so the slow and steady budget increases can be frustrating. Well, the good news is that there are several ways around this and there are two approaches to scaling which I like to use.

The first is vertical scaling, which is what we’ve been talking about thus far in this section, and that is increasing the budget of an ad set. The second is horizontal scaling, and that is scaling through the addition of extra audiences.

One of the best ways to scale horizontally is through the addition of larger lookalike audiences. Let’s say you have a lookalike audience of visitors to a thank you page, or lookalike visitors to the opt-in page itself, depending on how long the campaign has been running and the size of the base audiences. 

If you are currently using a 1% lookalike of the thank you page, one strategy is to duplicate the ad set and use a 2%-5% lookalike audience and set the new budget to $150 or $200.

If we needed more spend we could undertake a similar process using a 5%-8% lookalike 

Another approach is to introduce new interests or behaviours. Bringing in additional interests and behaviours is always tricky because the audience might not necessarily respond in the same way and you are introducing a new variable to the campaign. 

In addition to the horizontal scaling strategies we also have a vertical scaling strategy to get around the 20% every 72-hour rule.  

This is to simply duplicate the ad set keeping everything the same but increasing the budget of your new ad set to your desired level.

 In effect, this will put the new ads in direct competition with the old ads targeting the same audience, but this has a high success rate. 

One downside to this strategy is that your new ad set will start the learning phase again but Facebook will be able to leverage the previous data accumulated. A big upside is that the original high-performance ad will continue unaffected. 

When this strategy is shared with people, many worry about competing against themselves. What you have to realize is you’re competing with hundreds of thousands of other advertisers who are targeting your audience. So the little increase in your budget is not going to have a discernible impact on your overall CPM. 

One word of caution with this strategy is to watch duplicate reporting between the two ad sets. As the same people are in both audiences if someone opts in through one ad having been shown an ad from the other ad set it is likely that they will be double reported in both ad sets. 

But remember what I said earlier in this post, you need to have a way to independently verify the Facebook® reporting and a second method for calculating your Cost Per Lead and Cost Per Acquisition.

Never Ever Kill The Golden Goose

Number six is one that most Facebook® Advertisers encounter and they normally experience it at the very worst time possible. And that is that you never, ever kill the golden goose. 

If you have an ad that is performing, never make any changes to that ad or to that ad set. It is always best to duplicate your ad into a new ad set, or even into a new campaign if you’re switching objectives.

This rule applies to any edits outside of your 20% budget increases, anything that has to do with changing images, videos, headlines, body copy, or audience changes. 

When people optimize their ads, normally they are cutting their losers and introducing new creative. But, never forget that a good optimization approach is the incremental improvement of your best-performing ads. 

And that is when it gets dangerous. Never be tempted to make changes to the winning ad or ad set because that’s going to drive it back into learning, and unfortunately, as weird as this may sound it may not come back out of learning in the same way. 

So, yes, this might cause some untidiness in your campaign and possibly some headaches from a budgeting perspective, trying to match up the budgets and getting everything to balance, but it protects your CPL until you have other ads that are outperforming it. 

Today we’ve presented a “what’s working now” report from the Facebook ® ad trenches. 

I know there is a lot to unpack in this post but hopefully what we have outlined above will save you hours of frustration, and lots of $’s as you launch and scale your profitable Facebook® ad campaigns.

So, let me know what challenges you face with your Facebook® ads, whether you’re just getting started or you’re a seasoned pro looking to scale your ad campaigns. 

Know someone who would like this post? Share it with them on social… 

How To Optimize Your Facebook® Ad Audiences For Lower Cost Per Lead & Acquisition

How To Optimize Your Facebook® Ad Audiences For Lower Cost Per Lead & Acquisition

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Facebook® ads can be a bit of a bottomless pit for cash unless you can get the right message in front of the right audience. 

Every month, thousands of people jump into Facebook® ads without the correct strategies and end up wasting their hard-earned cash. 

Many people would be better off putting their cash in an envelope and mailing it to Mark Zuckerberg, because at least then they wouldn’t have wasted the time setting up their ads.

The majority of Facebook® Advertisers never get their ads off the ground. And they end up saying things like, “Facebook® ads don’t work,” or “My clients aren’t on Facebook®.”  But one of the big reasons they are not getting the results that they want is that they have selected inappropriate or suboptimal people to display their ads to. 

Most people fantasize about their ads generating sales and converting cold, interest-based audiences when the reality is that even the best Facebook® advertisers struggle with these audiences. Now I’m not saying that you shouldn’t use interest or behaviour based audiences. The issue is that most people move in for the kill and ask for the opt-in or the sale far too early.

What I am about to share with you in this post is proven methodology for engaging with your audience through your ad campaigns and enticing your very best candidates to self-select and put their hands up so that you can follow up, and show them ads that solve a specific problem for them.

This will significantly boost your engagement levels and will ultimately result in lower Cost Per Lead (CPL) and Cost Per Acquisition (CPA).  

Get this right, and you will cut out days, weeks, and months of pain, frustration, and wasted money. Yes, you still need to put in the work. But you will know that you’re on the right track and that you’ll be short-circuiting your Facebook® ad success.

This strategy is one of the quickest and fastest ways for you to slash your CPL and CPA especially if you’re only starting with Facebook® Ads. 

I will explain the three levels of Facebook® ad strategy that every Facebook® ad campaign needs, the ad type that works best with this strategy, and why the Apple iOS 14.5 update ensures that this is one of the most valuable ads that you have in your arsenal. 

And then I will wrap up with four additional audiences that you can leverage to significantly reduce your CPL and your CPA, and how you can start building these audiences today. 

Why We Need A Better Facebook® Ad Strategy 

Ad costs are rising. Now, this isn’t just true on Facebook®, and it isn’t because Facebook® is deciding to put up its costs. That’s not the way it works. 

Simply put, Facebook® has a limited amount of real estate that they can serve ads on. By real estate I mean the newsfeeds, right column, stories, results, videos, search and messages of their Facebook® members. 

As more and more advertisers enter the auction market for this limited real estate and are willing to spend more and more money to serve ads to Facebook users the price to serve said ads increases.

As ad platforms mature and gain popularity the cost of advertising increases, it’s simple economics. But here is the thing, the increased costs are not the issue, it’s the fact that most people don’t have a system for optimizing their funnel and maximizing the immediate and lifetime return of each lead they attract.

When it comes to optimizing your audience one thing that many people don’t consider is that they are not just competing against other advertisers in your industry. You are competing against everyone who may want to target the individual Facebook® user that you are targeting.

For example, you may be in the fitness industry but someone who is a perfect target for your ad may also be a dog owner, a bitcoin trader as well as an avid golfer.

And guess what the people who are most likely to opt-in and purchase from you are the same people who are most likely to subscribe and purchase from other advertisers.

So before we start the argument that Facebook has no shortage of real estate to advertise on we have to understand that a substantial portion of people, even if they perfectly fit into our defined audience and we craft the perfect no brainer offer, they still won’t take the action that we prescribe.

All this to say, that the most valuable audiences, the ones that we want to get in front of, are not just attractive to us but attractive to others and that is the reason why they are the most expensive.

There is very little we can do on an audience targeting level to change this. However, what we can do, deploy a strategy that identifies the people within our broad audiences who are most likely to take the action that we want, using the cheapest possible ad types and then use that data to retarget them with ads that ask them to take some action.

The 3 Levels Of Facebook® Ads Every Campaign Needs

When deployed the strategy that I’m about to share is a proven winner but you still need to apply all the steps and optimizations that we’ve already discussed in this series including your overall strategy, offer, landing page & creative.

So before attempting to launch this strategy make sure that you firm grasp of fundamentals because they will need to be deployed with this strategy too.

With that warning out of the way let’s dig into the 3 Levels of Facebook Ads Every Campaign needs.

Top Of Funnel (TOFU)

The Top of Funnel is all about engagement. At this level we want to keep our audience size large and more than likely we will be relying on interest-based audiences. 

When using cold interest-based audiences one of the problems we face is that people don’t know who you are, understand what you do, or the transformation you can help them achieve. As a result, if you go directly for “the ask” they are unlikely to take the requested action.

This is the problem that we must address. One of the big objectives for the TOFU is to drive engagement with our content and give people an understanding of who we are, what we do, and how we help people. 

Our goal is to find the people who are engaging and consuming our content so that we can then move them up to the next level and retarget them during our middle-of-funnel campaign. 

Across the TOFU level, we want to hook people into your concepts, your values, and your approach. Your campaign objectives will be reach, traffic, engagement, or video views depending on your ad format. 

Now, why engagement and not a conversion objective? There’s a time and a place for conversion campaigns, but the TOFU is the time to get in front of people and let them self-select. Because there is no specific “ask”, engagement campaigns using the objectives above are the cheapest form of ads that you can run. 

Now, just because they’re cheap doesn’t mean we don’t need to work hard and be strategic about the content. In fact, the content for your Top of Funnel ads is just as important as the content for your conversion ads.

So what content works best? Your TOFU content should be unbiased, informational, educational-based content. Think about how you can best engage people and show people that you understand them, the problems they face as well as the hope and dreams they hold. 

Your call to action will be relatively weak. As in you’re not asking them for any level of commitment. The “ask” is simply to watch a video, consume your post, read a blog post, and maybe comment or engage. Any action that doesn’t require a big commitment, because if somebody doesn’t know you, they’re unlikely to commit to something significant.

Middle Of Funnel (MOFU)

When we enter the MOFU phase, we’re going to leverage the audiences built from interactions from the TOFU phase. We are transitioning from the awareness stage to the evaluation stage and as these people have previously engaged or interacted with your content you can now bring the relationship to the next level.

You can look at your MOFU as the bridge between your free content and your offering. If the goal of TOFU was to engage with your audience, show them you understand them and the problems they face, your MOFU content seeks to filter and sort out the people who are not just interested but motivated to take action.

Our goal here is to move people from a prospect to a qualified lead, by enticing them to exchange their email address in return for something valuable via a lead magnet opt-in. 

Earlier in this series, I went into detail on the best lead magnets and what a lead magnet should do. 

In summary, the best lead magnet is one that helps your Perfect-Fit Client get unstuck and take their very next step on their road to the ultimate transformation that you can help them achieve. To do this you have to understand the micro problems they face and provide fast-acting tools to help them move forward.

What are some of the hot lead magnet formats at the moment? Checklists, quizzes, cheat sheets, templates, scripts, roadmaps, and fill-in-the-blank worksheets, are all working well at the moment. 

Some less appealing magnets are guides, white papers, ebooks, videos, mini-courses, webinars. There’s nothing wrong with any of these, and many have worked well in the past but the bigger the Lead Magnet and the longer it takes to consume the less likely someone is to implement it.

People are tired, people are lazy. A great lead magnet delivers its value within 15 minutes of it being downloaded. 

Your primary goal for your MOFU campaign is to get people to opt-in for your Lead Magnet. There are two different ad objectives you could use for this level of your campaign: i) conversion objective or ii) the reach objective. 

As everyone in the MOFU audience has previously interacted with your content on paper the reach objective is the one that should work best. Whereas if you choose a conversion objective, Facebook® will only show your ad to the subset of people within the retargeting audience which they think will be likely to convert.

This is always something that I test in my campaigns and I’ve been surprised at times of which one wins out. So I’d advise you to test both approaches.  

Bottom Of Funnel (BOFU)

During the BOFU stage is where we ask for the sale. So far during TOFU & MOFU, we have delivered real value all of which without asking for anything other than an email opt-in.

From a sales perspective getting an opt-in is an important step as it invokes a psychological principle called consistency. Once people make a decision and take an action in a specific direction, they will feel compelled to behave consistently with what they have said or done previously. This is one of the reasons that gaining micro-commitments in advance of a big ask is so powerful.

On the BOFU level, your audiences are tight. We’re only working on retargeting people who’ve taken specific actions from higher levels in the funnel. 

That could be people who have registered for a lead magnet or people who have proceeded through a certain amount of steps in a launch or indicated some intent to purchase. And as a result, these will be threads with the lowest spend but the highest Return On Ad Spend (ROAS).

During the BOFU stage, we can make some assumptions about the people we are targeting. 

We can assume that these people already know us because they’ve already been through some communication process in the upper levels of the funnel. 

We can assume that they understand the problem we solve, that they’re familiar with the method we use to solve the problem, and that they’re vested in solving their problems. 

So based on that then we can then start honing in our messaging on how our offer is going to impact their lives. We can get right into the specifics about, how we’re going to help them achieve their goals, we can outline any risk reversal, and give them a deadline. 

We can use any of these triggers because we know with certainty that at this stage they are very much aware of the problem facing them, they have gotten a good sense of who we are, and they understand how we can help them achieve the ultimate transformation we know is possible for them.

4 Audiences To Begin Leveraging Today For Lower Cost Per Lead (CPL) & Cost Per Acquisition (CPA)

As I mentioned above most people fantasize about their ads generating sales and converting cold, interest-based audiences when the reality is that even the best Facebook® advertisers struggle with these audiences.

So what audiences should be looking to first to test and hone our offers?? 

Retargeting Website Visitors

Well, the first place we can look to is our website visitors. Notwithstanding the iOS 14 challenges, the pixel on your website is still a really valuable source of audience data.. 

The starting point is to ensure that the pixel is installed throughout your entire website. Within Facebook® Ad Manager I would have one audience tracking all website visitors, that’s anybody who visits any page on your website. 

Then I would break my audiences down between individual service and product pages and your blog or content pages. The significance of this is that if somebody has visited your blog content, they are slightly more qualified than somebody who’s just visited your home page or an individual landing page. 

Speaking of landing pages you also want to have custom audiences built for each individual landing page and their associated thank you pages. 

And remember from a retargeting perspective, until you have traffic at scale you can combine all of these audiences together initially but the longer you delay tracking them individually the longer it will take them to build to the critical mass required to become highly effective.

When launching Facebook® Ads for a Lead Magnet the first campaign that should be built is a retargeting campaign for website visitors, meaning that once someone visits your website they get retargeted with an ad on Facebook® driving them to your lead magnet. 

But not all retargeting audiences are equal. For each custom audience that you think is valuable, I would also include a time dimension. 

The people who are most likely to take the action you specify are the people who have visited your site within the last 3 days. Depending on the complexity of the ad campaign, I normally set up a one-day, a three-day, seven-day, and then out to 14, 21, 30, 60, 90, and 180-day audiences for relevant pages.

Often I will rarely target the 30, 60 & 90-day audiences but you never know when you might them so it is better to have them set up and running in advance.

Retargeting Facebook & Instagram Post Engagements

Another powerful audience is people who have engaged with your Facebook® and Instagram page and posts. 

Let’s say you produce weekly blog content. One approach is to take each blog and create a post on Facebook® giving some value and teasing what’s in store for the reader if they were to read the remainder of the blog.

From here we create an ad based on the post and put a small amount of cash behind it, anywhere between $25 to $50 per blog post. 

The ad objective will either be for blog page visits or engagement. With either objective, you are building your retargeting audience from the website and your engagement audience on Facebook & Instagram. 

In addition, your blog should be promoting an opt-in of some kind which means you might pick up additional subscribers. If you are doing this regularly you can build large pre-qualified audiences in advance of launching your MOFU Lead Magnet opt-in ads which will outperform cold interest-based audiences.

Leverage Your Existing Customer & Prospect Lists

And another one that sometimes people forget about, is your customer and prospect lists. Both people who have purchased from you in the past and opted into your list can be uploaded into Facebook® and a custom audience created.

For most people with sub hundred thousand lists, these audiences are not hugely powerful in their own right, but they do allow you to create Lookalike audiences which are a complete game-changer.

What does a Lookalike audience mean? Lookalike audiences are a way of leveraging existing audience data to provide Facebook® with a baseline to identify other people with similar traits and who are likely to act similarly in the Metaverse.

Despite the grumbling, iOS 14.5 has not impacted the ability of Facebook® to build Lookalike audiences. iOS has stopped Facebook® reporting on actions taken by people on 3rd party websites for the purposes of retargeting but Facebook still knows who the people that took specific actions are and therefore can still produce solid Lookalike audiences.

Practically, when creating lookalike audiences I will create multiple versions of the same audience. The measurement of a Lookalike audience is based on a percentage of the total population of a country or countries that you have selected. 

What you are doing when creating a lookalike audience is that you are asking Facebook to find the X% of the population of your target country(ies) which look most like your base audience.

Normally what I do is I would create 3 Lookalike audiences

  • 1%
  • 1% – 3%
  • 3% – 8%

I then run each of those lookalike audiences against each other in different ad sets to see which performs better. You might only test it for a week to see which audience comes out on top and then promote that as the primary audience.

So that wraps up this section on optimizing your Facebook® audiences for the lowest possible Cost Per Lead (CPL) & Cost Per Acquisition (CPA).

And, remember this is a process so you don’t have to get it all right on day one. It is a matter of continually refining and improving your audience building and optimization. The earlier you start the quicker you will see results so get stuck in and create your audience-building plan today.

Let me know what challenges you face with your Facebook ads, whether you’re just getting started or a seasoned pro looking to scale your ad campaigns.


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5 Steps To Lower Facebook® Ad Cost Per Lead And Cost Per Acquisition

5 Steps To Lower Facebook® Ad Cost Per Lead And Cost Per Acquisition

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In this blog, we will roll up our sleeves and get down and durttty with 3 steps you can take to tune up your Facebook® Ad creative to slash your Cost Per Lead (CPL) and Cost Per Acquisition (CPA).

But first a word of wording. The goal of your Facebook Ad Campaign is not to simply get the lowest CPL (or CPA if you are offering a mini-front end product or immediate upsell). The goal is to produce the most cost-effective leads which go on to provide the highest lifetime value.

And by lifetime value, I mean the leads that will go on to convert for offers further up your Perfect-Fit Client Value Ascension Roadmap.

It will take time to establish the metrics and data required to determine the leads most likely to do so but it is essential to have this front of mind when undertaking any optimization actions.

This is why sometimes an $8 lead is far more attractive and will provide a greater Return on Ad Spend than a $0.50 lead.

When it comes to optimizing your Facebook® Ads the fact is, there are no absolutes. There is no one type of image, video, headline, or body copy that will outperform another type every time. 

What will work best for you is dependent on your business, what you’re promoting, who your audience is, the problem you’re solving, and even down to your audience’s level of awareness about the problem, the solution, and the method by which you’re bringing about the transformation. 

That’s why I want to introduce a framework to think about your Facebook® ad creative optimizations. Because even the best Facebook advertisers can’t pick the winning version of a good ad with any greater certainty than a flip of a coin. 


The truth is, the only way to know what is going to perform best for you is to test. And the only people that can give you the feedback that matters are your audience. 

But unless you have a specific process to follow, and understand what all the metrics mean, the optimization process can be confusing, so that’s exactly what we are going to look at today.

We will start with how best to set up your ad campaigns to facilitate the optimization process. From here we will look at optimizing your images and videos, before finally providing a framework for optimizing your Facebook® Ad copy.

What we will cover today is one of the most fundamental skills required to run profitable Facebook® Ad campaigns. No matter how good you get at drafting ad copy and designing your images or shooting your videos, not alone will you always be able to improve, but the fact is you are always going to have to continue optimizing even the best Facebook® Ads.

With Facebook® Ad there’s no such thing as set and forget, there’s no such thing as coming up with the one ad that works forever. Even if you have a good ad straight out the gate, you are still going to have to optimize it over time, because ads decay, and that one ad will never survive and perform optimally long-term. 

When you nail this skill, it’s going to guarantee that you can take losing campaigns and turn them into winning campaigns and take winning campaigns and turn them into home run campaigns.

How to Set Up Your Facebook® Ad Campaigns to Facilitate the Optimization Process?

There’s a famous phrase when it comes to selling, which is ABC, that stands for “Always Be Closing”. From marketing and specifically from a Facebook ads campaign perspective, I like to say ABT, “Always Be Testing”. 

But to get your testing and your optimization process in place, the first thing you need to do is you need to start with the right foundation. The first part of ensuring this is making sure you have multiple ads in play. 

This might seem a very simple point to make but you have no idea how many times I have been contacted by a frustrated Facebook Advertiser who wasn’t getting results and when I opened up their Facebook® Ad campaign there was one lonely little ad trying its best but failing to live up to expectation.

When I’m starting on a lower budget (anywhere up to $250 per day), I will normally have two to three unique versions of the ad copy including headline and body copy. In addition, I like to start with at least two versions of the image or video. That will give you a total of four to six ads. 

If you are starting with two versions of the Ad copy I would draft one long-form and one short-form, to begin with. Properly optimized long-form content will nearly always outperform short-form content, but initially, it will be easier to start getting conversions with your short-form content. The other thing that I love about short-form content is that it puts more of an emphasis on the headline. It gives you an extremely good test of how solid your headline is.

My normal starting point for a low-budget campaign is three ad copy variations: one short, one medium, and one long format. When these three versions of ad copy are mixed with two image or video versions you have a starting point of 6 Ad variations which is perfect.

With any more than four to six versions on lower budgets, Facebook will struggle to build the data required to assess each of the ads. It’ll favor one ad variation and push that over the rest. This means you are unable to make a solid determination as to the effectiveness of the copy in the other ads. 

If you start with less than four to six ad variations it’ll take you way too long to test your creative. 

In addition to this, you will ideally have at least two ad sets. That’s two ad sets targeting two different audiences. In practice I build the 6 ads in the first ad set and then simply duplicate them all over the second ad set, meaning the only additional work you need to undertake is to update the audience settings.

How to Approach Optimizing your Facebook Ad Campaigns?

Now you’ve launched your ads. When will you have enough data to start the optimization process? You want to give your ads at least three to five days to settle down. You won’t have any firm data before that. Sometimes ads are wildly successful in the first couple of days. Other times, it can take them a couple of days to catch, to gain traction, and for Facebook to figure out who best to show the ad to. 

Ideally, you would let your ads exit the learning phase before starting the optimization process. You exit the learning phase after 50 of the events that you’ve optimized the ad for have occurred. That may be page visits, conversions, button clicks, or an event like Lead Magnet registration.

If you have a mini front-end product, you could be optimizing your ads for the purchase of the mini front-end product or events further down the funnel.

After 50 of whatever event you specify your ad will exit the learning phase. Sometimes on lower budgets, especially when you’re starting with $20 a day or $30 a day, it might not be possible to wait until you exit to start the optimization process. 

Whichever situation you find yourself in after that initial three to five-day period, you then need to sit down and analyze your stats and come up with a hypothesis about what needs to be changed.

There are lots of variables, but you need to look at them and ask yourself: What do I think is wrong? And what do I think if I improved would improve the results of this ad? You could look at the image or the video first, you could look at the headline first. 

And remember, your goal is not always to get the cheapest front-end outcome. Your goal is to get the leads and front-end clients that go on to convert on your primary offers further up your Value Ascension Roadmap. Initially, however, cost per lead will probably be the best metric to work to. 

When you review your numbers you will start to see trends based on which copy and media element is performing best. This is why it is so important to start with multiple ads as it gives you instant data to work with. 

You want to optimize for the action furthest down the funnel that you have reliable data on. And what I mean by that is you may not have sufficient data initially to make a call on which ad is converting best, but there will be other clues like the click-through rate, page visits, or even the CPM. 

In the early stages of an ad, I very often optimize for page visits as opposed to the conversion objective, like opt-in, because you have to let Facebook figure out who is most likely to take the action that you want. And if you overprescribe your objectives initially, it can limit Facebook's ability to learn. You have to feed Facebook with data for it to work best.

Remember, one of the most important things about optimization is to never kill the golden goose. If you have an ad that’s getting you results, don’t make any changes to that specific ad. Duplicate the ad and optimize the duplicate because if you make a change that decreases ad performance it is almost impossible to get it back to its prior performance levels.

How to Optimize Your Facebook® Ad Images for Higher Conversions?

When approaching images for your Facebook® Campaigns I always, start with a native first strategy. Until you know the exact words and triggers that convert you want to blend in to stand out. 

What do I mean by native first? If you think about the average person scrolling through Facebook®, they’re used to seeing photographs from their friends, and family members. They’re used to seeing images that look like they belong on Facebook®. 

When you include a graphically designed image with your Facebook® ad, straight away people know it’s an ad and initially, that can create some friction. 

Obviously whether or not it’s a bad thing that your target audience on Facebook® knows it’s an ad depends on their level of awareness of you, and what you are offering.

If somebody is predisposed to consuming your content and you have brand recognition, as in your audience recognizes your logo, very often it can be a good idea to include your logo. 

But if you’re advertising to a cold audience who has no idea who you are you are best to go the native route. When going with a native image it is important to have some contextual link between the photograph and the overall message of your ad. 

Ideally, your image would speak to the transformation or your authority to help someone achieve the transformation. It could be a photo of you doing the very thing that you’re promoting, someone else doing it, or it could be you helping somebody achieve the transformation on offer.

And remember, what’s the purpose of the image or the video? The goal of the image or video in a Facebook® Ad is to capture your Perfect-Fit Clients attention. It has to stop the scroll. You have to have an image or video that stops somebody in their tracks. 

If you are going with a graphically designed image, what are some of the ways that we could take the principles we’ve discussed and apply them? One common way to achieve this is to use an image of what it is you’re offering. 

If your lead magnet is a checklist or a three-step cheat sheet, for example, you could have a picture of the checklist maybe with the pages fanned out. Obviously, not so visible that people could read exactly what’s on them, but enough to give them a sense of what they will get. Or maybe it could be a picture of you holding the lead magnet.

Bottom line, the best Facebook® Ad consultants can’t predict the winning creative between two well-performing ads. The best and the only way to find out is to put it out there and test it. And that’s why you always want to start with two options so that you can see which one is winning, which one is losing.

This will give you the data you need to start making optimization decisions. When you start seeing clear winners and losers, you can either tweak to improve the existing image, or you can introduce entirely new images, but always have a hypothesis in mind and track your changes over time so that you have a record of what has worked, what didn’t work, and make sure that you don’t end up down dead ends testing something that you’ve already tested. It happens more frequently than you think!

How to Optimize Your Facebook® Ad Videos for Higher Conversions?

There are three different types of video ads that you can deploy. 

  1. The text and image-based video. 
  2. B-roll style where you voiceover stock video or your video relevant to your promotion. 
  3. ”Talking head” style direct to camera 

The easiest is the text and image-based video with some musical background. And these are often where you take your ad images and combine them into a short video. Canva enables you to do this easily. 

You could also do this in PowerPoint, or any of Adobe family apps. In some ways, this is creating a video for the sake of a video and leveraging the fact that as people scroll, the video will start playing and the motion will more than likely stop them in their scroll. This is a good approach and an excellent place to start. 

If you’re serious about getting the best results for your ads, I would invest time and effort in having you in the video speaking. This will build rapport and increase trust more than the other two options. 

But here’s the thing, when you’re drafting your script for the video, the script is as important as your ad copy, if not even more so. And if you’re using video, you have to spend as much time dialing in your script as you do your ad copy.

Video Ads can be hard to get right and often will be likely to produce lower conversions initially but if you persevere you will be investing wisely and it is a skill that once cracked you will reap massive rewards

Whenever I talk about video ads the first question I normally get asked is, what length should these videos be? 

Your video should be no longer than 60 seconds, 45 seconds, if possible, and ideally even shorter than that. The shorter the better. 

Your script will depend very much on your audience and the steps you have taken to engage them earlier in your campaign. Do they know you? Are they aware of the problem you solve? Do they know the method you use to solve the problem? Based on this, you will have to prioritize the positioning required in the video. 

Facebook® Ad Video Script – Phase 1 – The Problem 

(Max 20 Seconds)

The opening part of the video needs to address the problem that you solve. This has to answer the question for your audience what’s in this for me? Why should I listen to the rest of this video?

Start with a big hook. They need to understand the problem that you are promising to solve. Through your explanation of the pain they face, you are building a connection. 

This should be no longer than 20 seconds in duration. 

Facebook® Ad Video Script – Phase 2 – Authority 

(Max 5 Seconds)

In the next phase, you have to build authority. You have to answer the question why should they listen to you?

This is not about telling them that you’re brilliant, but it’s about subtly positioning how you have helped people just like them to get the result you are promising in the past. 

It’s demonstrating how your previous experience and knowledge are invaluable and instilling confidence that you are the person who can finally help them break through and get the result that they want.

This phase should be no longer than 5 seconds in duration. 

Facebook® Ad Video Script – Phase 3 – Solution 

(Max 20 Seconds)

In Phase 1 you’ve introduced the problem, now you need to explain the solution to this problem. Ultimately the solution is to sign up for the Lead Magnet or purchase the product on offer but you have to give them some insights into what that solution is.

Having given them insights into your strategies to solve their problem you then link it to the lead magnet or product that you are offering.

Facebook® Ad Video Script – Phase 4 – Call To Action 

(Max 15 Seconds)

And then finally, comes the call to action. You have to give them the exact steps that they need to take to get their hands on the solution to their problem. If possible it is massively powerful to work in a description of the transformation that they could achieve with your Lead Magnet or product and how their life will improve.

Now let’s look at the format of the video. Most videos are based on a 16:9 resolution with the two most common formats being 1280X720 or 1920X1080 

Videos Ads on Facebook® work best in a 1:1 square resolution so 1280X1280 or 1920X1920.

If you record your video in a 16:9 format the best approach is to place the video in the middle of a square background with an attention-grabbing headline at the top and subtitle in the space underneath the video. 

One of the big reasons why this is so effective is because the square shape takes up more space on the Facebook® feed. This is especially true on mobile where the majority of your ad views will come from.

Square video ads take up the majority of a mobile screen when scrolling and you can use the headline above the ad to catch people’s attention as they scroll in a manner that the native Ad headline doesn’t. It’ll take up the whole screen. You want to command that area. 

Experiment with the color of the background for the square ad our goal is to stop the scroll and I have found that brighter colors tend to gain more attention than softer pastel colors. 

And finally, your subtitles. And, I know this can take time, but if you can animate the words by including emojis, underlining specific words, or even just bolding some keywords it makes a huge difference to your ad performance

Copywriting Framework to Look your Facebook® Ads Through

Your Ad Copy will make or break the success of your Facebook® Ad Campaigns. Unfortunately, nobody can tell you what will work best for you. 

What I can tell you however is apply the principles from the earlier sections in this series – Profitable Facebook Ads: Crafting A Knockout Offer and Your Step-By-Step Formula to Landing Page Optimization and Profitable Facebook Ad Campaigns you are going to be 5 steps ahead of your competition.

  1. Connect with your audience through their self-interest. 

  2. Answer the question: What’s in it for me? 

  3. Demonstrate that you can solve a very specific pain point. 

  4. Promise a specific outcome, a highly desirable outcome. 

  5. Painting a compelling future, 

  6. Make a compelling offer, that somebody would feel stupid to turn down

But now I want to dig a little deeper into a framework you can apply when thinking about drafting and optimizing your Facebook® Ad copy. Using this framework will ensure that your ads jump off the timeline and grab your Perfect-Fit Clients by the collar….in a good way.

There are four components to an irresistible offer that make people sit up and pay attention.

These components sit nicely together in an equation described excellently by Alex Hormozi. I like to call this the Shut Up And Take My Money Equation.

This equation can be deployed in paid offers when drafting sales page copy, or they can be deployed in your ad and landing page copy for no-cost offers. 

Remember that the offer of your ad is to get people to take action and visit your opt-in page and prime them for the next step. If your offer is not strong enough to get them to invest the time, effort, and energy to visit your landing page, your ad will fall flat on its face. 

There are two drivers on top of the equation and two drivers on the bottom of the equation. The goal is to increase the two drivers on top of the line and decrease the two drivers below the line.

So What Are The Four Elements of The Equation?

Irresistible Offer Equation – Part 1 – Primary Outcome

This is your main promise. This is what your Perfect-Fit Client wants. It’s the expression and feeling and experiences that your Perfect-Fit Client has envisaged in their mind. This is the gap between their current reality and the life that they want. 

Your job is to help them bridge the gap and to paint a vivid picture of what their life will be like once they achieve their innermost desires. But what is it that people desire? Well, Josh Kaufman explains five core human drivers that influence behavior as follows:

Core Human Driver 1 – Drive To Acquire

This is the drive to acquire, this is the desire to collect material and immaterial things like a car or influence. While it is normally easy to see how this driver applies to our offer we have to ensure that we fully understand what it is that our Perfect-Fit Client wants to “acquire”.

Remember not everyone feels driven to acquire a Ferrari. We have to be extremely careful that the promises we make are fully aligned with (…firstly… what we can deliver) what our Perfect-Fit Client truly desires. 

Core Human Driver 2 – Drive To Bond 

This is the desire to love and to feel valued in your relationships with others. While a driver like, acquire, might be easier to see it applies to our lead magnets and offers, of equal strength could be the drive to bond, either through connecting into your community or helping people connect and bond with others in their life. 

Core Human Driver 3 – Drive To Learn 

This is the desire to satisfy our curiosity. As Course Creators and Membership Site Owners we might get excited at the prospect of seeing the Drive To Learn, but a huge word of warning, most people don’t want to learn more. They want the outcome of what learning will bring about. 

Core Human Driver 4 – Drive To Defend

This is the desire to protect ourselves, our loved ones, and our property. The drive to defend is a massive, massive trigger. Remember, people will do more to avoid pain than they will to attain pleasure? How will what you’re offering to prevent future pain for your Perfect-Fit Client?

Core Human Driver 5 – Drive To Feel

And then finally, a drive to feel, which is the desire for emotional experiences like pleasure or excitement. In many ways, the ultimate transformation that you are providing will end up here. Why do people want increased business success? why do they want to make more money? Why do they want to learn more? Why do they want to defend? Well, more often than not it is to secure or protect a future pleasurable state.

You need to weave each of the drivers above through your offer understanding how what you’re describing is triggering one of the above drivers.

The more drivers your offer connects with and the better you communicate with those drivers, the more attractive you will become. You might not necessarily be able to hit on all the core human drivers. 

But the more you hit on, the more that you will connect with people’s innermost desires, and the more that you will move people to take the action that you want.

Irresistible Offer Equation – Part 2 – Perceived Likelihood of Achievement

The second above-the-line element is the perceived likelihood of achievement. The more certainty you can provide as to the likelihood of success, the more chance that they will take the action that you prescribe. 

There are lots of ways you can do this including risk reversals, guarantees, showing how you’ve helped others achieve the promised result building authority, and social proof. 

One of the strongest ways to reinforce this for people is through sharing success stories of your previous clients as you not just say that you can produce a result but you are demonstrating how you have achieved this for others.

Look through your ad copy and identify where you’ve spoken to the likelihood of achievement. How are you setting them up for success and providing them with the belief that they need? And remember, this is belief in themselves, belief in you, and belief in the process or the methodology that you’re using. 

Part 1 & 2 sit above the line of the Irresistible Offer Equation and to increase the likelihood of someone accepting our offer we want to increase and maximize both of these elements.

Irresistible Offer Equation – Part 3 – Time Delay

How can you guarantee quick wins? We’re all impatient. We all want results right now. What is the very shortest time frame that you can promise some results? 

It doesn’t even need to be the full transformation. It could be just the first stop on your journey. If you can decrease the time delay that somebody will achieve their dream outcome and you can also give them a guaranteed likelihood of achievement, now things are starting to heat up. 

In fact, fast beats free. As in, the monetary cost is not as important as the timelines to achieving the promised transformation. This is one of the reasons why I always say people need to be able to consume and achieve the transformation of a lead magnet within 15 minutes of gaining access to it. 

If it’s any longer than that, people will lose interest. And more importantly, you can’t provide a promise a speedy result.

Irresistible Offer Equation – Part 4 – Effort & Sacrifice

The fourth element, the second below the line, is effort and sacrifice. I said it once and I’ll say it again, people are lazy. They all want results right now without lifting a finger. 

This is where streamlining your process, getting to the core of the issue, and cutting through as much of the clutter as possible is absolutely essential. If you can show people how your process can save them energy and effort and sacrifice, they will love you for it. But remember, this can’t just be empty promises. 

This is one of the reasons why the success of your Facebook® ad campaign is highly dependent not just on your ads and your Facebook ad strategy, but on the overall premise and promise of your funnel. 

You have to make sure that you have thought about the steps that you’re giving people. Cut through all the pain and effort people need to go through to get the result you promise, and package it in an extremely easy, usable, and frictionless process.

The combination of how you verbalize these four elements in your ad, will in a large part, dictate the success of your ad. From an optimization perspective, continuously refining your copy through these lenses is massively powerful. 

You may not be able to bring all four elements into play, and that’s fine, but when you do, your ad copy will take off. And every time you tweak your ad copy, you need to ask yourself the question, have I increased the dream outcome or the perceived likelihood of achievement? Have I decreased the perceived time delay or the effort and sacrifice? 

If you can’t see how you can do any of these, then perhaps you have to find a different angle or approach to your Facebook® ads and what you’re promoting.

And remember…

Optimization is a process. There’s no wrong and right. It’s a massive experiment. I outlined my process for approaching the optimization of your landing page in the last video of this series, and it still applies here. 

An approach to optimization:

  1. Research
  2. Hypothesis
  3. Prioritization
  4. Testing
  5. Learning

Be methodical and always keep an optimization diary. Document your hypothesis, the changes made, and the results, so that once you’ve conducted your experiment, you don’t fall into the trap of repeating the same experiment in the future.

So today we’ve looked at an approach for fine-tuning your Facebook® ads. Remember, this is a skill that you have to develop over time. There’s no one-size-fits-all. The most important thing is that you have a structured approach, you learn to read the data, and act accordingly. 

We started with setting your ads up to facilitate optimization, e looked at some ideas for optimizing your Facebook® ad images and video, and finally, how to think about optimizing your copy. 

So let me know what challenges you face with your Facebook ads, whether you’re just getting started or a seasoned pro looking to scale your ad campaigns.

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Your Step-By-Step Formula to Landing Page Optimization and Profitable Facebook Ad Campaigns

Your Step-By-Step Formula to Landing Page Optimization and Profitable Facebook Ad Campaigns

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Your ability to optimize your opt-in and your offers is one of the key skills that you need to develop as an online entrepreneur. Very rarely you will ever hit a home run. 

Without the ability to optimize your landing pages, your cost per lead will be high, meaning your Facebook® ads won’t be profitable, and you won’t be able to attract fresh, Perfect-Fit prospects into your world. 

This will result in list stagnation and ultimately your online business will falter and you won’t succeed in spreading the transformation that you know you can help people achieve in the world. 

But when you nail your conversion rate optimization, you will be able to profitably attract Perfect-Fit Clients into your world. You will be able to attract leads and recover a positive ROI in the short term and those leads will then be primed to convert when you promote your primary offers to them. 

And the result of all this is that you’ll be able to invest with certainty in your lead generation process, attracting streams of Perfect-Fit Clients into your world and ultimately amplifying your message and impact.

If you’re an online course creator or a membership site owner who is about to launch a Facebook ad campaign, who has a Facebook ad campaign that’s underperforming or you have a Facebook ad campaign that’s working well and you now want to scale well, this post is for you. 

Today, I’m going to look specifically at your landing or opt-in page optimization, but the same basic principles apply to sales or offer pages. 

I’m going to look at three core elements of landing page optimization. 

  1. Page layout and the key elements to be included. 
  2. The five core elements of landing page optimization. 
  3. How to approach conversion rate optimization.

It isn’t always evident just how important landing page optimization is until you analyze the figures. Let’s say you have a Facebook® Ad campaign driving traffic to an opt-in page and that page is converting 20% of people who visit.

At a 20% conversion rate, each lead is costing you $10.

If you optimize your landing page and take the conversion rate from 20% to 40%, with everything else remaining constant, your cost per lead will drop from $10 to $5. 

A 40% conversion rate is ok but it is possible to do so much better. In most campaigns, this should be your starting target rate. So what if we were to go a bit further, and optimize the  conversion rate from 20% to 80%, 

At an 80% conversion rate, with everything else remaining constant, your CPL will drop from $10 to $2.50. 

Conversion Rate Optimization (CRO) is a powerful tool in reducing your cost per lead. The reason why I place so much emphasis on CRO is that it’s next to impossible to get the sort of improvement possible through CRO  from tweaking your Facebook® Ad audience, or creatives. 

CRO It may not be the most glamorous part of Facebook® advertising, but it’s the part that will provide the greatest return on investment, especially in the early phases of your campaigns.

Key Components of a Landing Page

Often, we want to get as much stuff as possible onto our landing page to convince somebody that they should sign up. But what I have found in practice is the simpler and more straightforward your page is to start with, the more effective and higher converting your landing page will be. 

Over time, when you start applying these optimization concepts, you will be able to add more content because you will know what to test, how to test, and how to track people’s reactions.

When designing your opt-in page, especially for a free lead magnet, a key concept is; less is more. When starting out make sure you keep your opt-in page to the depth of a single screen. Focus on getting all relevant information onto this one page while leaving lots of “white space”. 

Here are the elements you want to include on your opt-in page. 


First, you have a headline, which is probably the most important element of your landing page. Your headline is a couple of words, six to 10 words max, which describes exactly the premise of your lead magnet, in order words, what your Perfect-Fit Client can hope to achieve or avoid when they implement your lead magnet.


Then comes your subhead which gives them some further qualification on your headline. Your subhead will be 1-2 lines of text max. The purpose of your Headline and Subhead is to outline the key benefits of your offer and how their life will be better once they have put what you have to offer into action.

Body Copy

Then you’ve got your body copy, which is normally 3-7 bullet points underneath your subhead. When you are drafting your body copy don’t just tell people what is in your lead magnet. Tease them with the opportunity of what is possible for them once they have the knowledge you are about to share in their life.


Every landing page should contain an image. The image should connect with your Perfect-Fit Prospect. Either it should represent their struggle, their opportunity, or what they are going to get when they give you their email address. 

Another approach is to build the bond between you and your prospect by using a photo of you which in some way supports the transformation that you have to offer through your lead magnet. 

Registration Button

The registration button speaks for itself. This is the button that someone will click to enter their details and register for the lead magnet. But don’t discount the impact that the button has on CRO. I have seen simple tweaks to button color and text bring about 10%-15% conversion rate improvements on landing pages that were already converting highly. As we see below in the Call To Action section the impact on your CRO also have a registration button and an image. 

Keep your landing page as simple as possible, to begin with. The best way to think about is. If you don’t know that a specific word is moving your prospect towards opt-in, there is a chance it will repel them. Individual or lose words can have a detrimental impact on conversion rates so the best approach is to start light and over time as you learn the language, phrases, and words that drive conversion you can start expanding your copy. 

What’s The Goal of Your Landing Page?

The goal of your landing or opt-in page is to connect on an emotional level with your Perfect-Fit Client. You want to be very specific about what they will experience when they get your lead magnet into their hands and in particular how their life will look, sound, feel and in very quantifiable ways be better than it was before they signed up. 

In addition to the emotion, you also have to give them some hard logic to back up their decision. 

As humans, we make decisions based on our emotions, but we need to have the logic to justify our decision.. We want to believe that we are logical beings, so you need to give some logic for our Perfect-Fit Client to cling to. Enough logic that they say, “Yes, this makes sense”

But be under no illusion what drives our decision-making process is our emotions and this is where the majority of underperforming landing pages fall down.

If you can imagine a better future for your Perfect-Fit Client that even they themselves have not seen and paint a vivid picture for how they can achieve that through your offer that is when you have dialed in a knock-out, no-brainer offer.

You can 

There are two different approaches when it comes to painting a better future for your Perfect-Fit Client. You can go positive and  move them towards attaining some pleasure or you can help them move away from something negative or some pain point., 

An unfortunate fact of human nature is that we will do more to avoid pain than we will to gain pleasure. Many people try to resist this but 9 times out of 10, when you test it, avoidance of pain or highlighting the negative will tend to get you slightly better results. 

But still, I am an eternal optimist so I always run positive v negative split-tests to find out which one performs better in a campaign.

When it comes to the order of optimization I always work in the order listed above:

  1. Headline
  2. Subhead
  3. Body Copy
  4. Image
  5. Registration Button

4 Core Elements of Landing Page Conversion Rate Optimization


There are certain tried and tested, proven design features that increase opt-ins and those that decrease opt-ins.

One of the big ones that I shared above was getting the majority of your key information above the fold. People need to have all the information they need to make a decision and the ability to enact that decision without scrolling. 

The only reason you should have information below the fold is for people who are sitting on the fence and need a little push over the edge before signing up.

Far too often, I go to opt-in pages and the button to register is below the fold. Most people land on a page and then they just bounce off it. If they don’t see that there’s some action that they’re being guided to take, so guess what they take the easy action and just leave the page.

Now putting the key information above the fold isn’t an excuse for shoving hundreds of words into a small space. It is a distillation process. What are the fewest words which can have the maximum impact?

From here it is a matter of how the key information is highlighted? You want to have your headline in a larger font. Your headline should be the most prominent thing that people see on the page. 

Then their eyes should be drawn to the subhead. Your subhead will be in smaller font but bigger than your body copy. The headline and the subhead should be the most prominent elements on the page. The acid test is; if the page was to be flashed in front of someone for only 3 seconds would they be able to recount the general gist of the headline and subhead?

And remember simple designs are going to win the conversion battle. People need to be able to see the key information on the page and not be distracted by overly distracting elements or difficult to make out elements. 

Make good use of contrast, don’t place light fonts on light backgrounds. No matter how good something looks, if someone has to grapple for even a second to read it you have lost them. Make sure your message jumps off the page and hits them between the eyes.

And when I say landing page design, effective landing pages don’t have to be beautifully designed.. Very often plain, ugly landing pages convert at a higher level. 

The most important thing is not how beautiful the page looks but that a visitor knows exactly what they are going to get, it answers the question of what’s in it for me?, how their life is going to be improved and tells them clearly the action that they need to take.


The second key Conversion Rate Optimization factor is your page copy. The most important element of your opt-in or landing page copy is your headline quickly followed by your subhead. You have to be specific, you have to verbalize your promise in concrete terms. Your copy has to future pace your Perfect-Fit Client into a world where they can experience in real terms the transformation that you are offering. 

Broad promises like “follow my method to improve your guitar playing” or “become a better guitar player” just won’t cut it. You have to promise people a specific outcome like “learn to play 10 songs, back-to-back, in front of an audience, within 3 months, while practicing for just 10 minutes a day”.

What difference do you think the above would make to your conversion rate?

CTA – Call To Action

The third key Conversion Rate Optimization factor is your call to action. If want to get somebody to click a button and to open up the opt-in and submit their contact details. The placement of the button and the copy on the button are hugely important. 

First off the button has to be above the fold or visible on the first screen of someone who lands on the opt-in or landing page. And remember, the majority of traffic coming from Facebook® ads, will visit your opt-in page on mobile. 

This means that it is even more important that the opt-in button appears above the fold on mobile. In fact, I would go so far as to say that you should be designing from a mobile-first perspective with the desktop design a secondary consideration,

But it isn’t just about button placement. You also have to make sure that the CTA on the button or button text is benefit-driven. CTA’s like “register now” or “sign up now” are not very effective. Instead, link it to the benefit or transformation that you can provide.

Continuing my guitar example above, one possibility for the button text could be “Discover The Easy Way To Learn 10 Songs In 3 Months”

Bonus points if you can add scarcity to the CTA.

Registration Form

The fourth element is your registration form. Every opt-in page will have some type of form which enables people to submit their details. There are two distinct approaches to opt-in form design which I test on every campaign I run. 

The first is where all the fields that someone needs to fill out are visible on the opt-in page and the second is where the fields of the opt-in form are not visible until a visitor clicks the button to register. Both of these are valid options and I have yet to find conclusive evidence across multiple industries and avatars as to whether one converts at a higher rate than the other which is why I always test each format.

For every extra piece of data that you ask for on your form, you are going to reduce your conversion rate. 

For example, if you ask for the first name, last name, email address, company name, address, phone number, then you are going to have a lower conversion rate than if you only ask for an email address. 

In my own email marketing, I like using somebody’s first name. So I will always at least ask for the first name and email, however, some hugely successful marketers don’t. They just ask for the person’s email address, because it increases their conversion rates.. 

You will need to find the balance in your business and figure out the information that you specifically need from your opt-in form. In the majority of cases, email addresses and first names will suffice. 

However, if you wanted to add in additional data fields, let’s say you’re doing a webinar and you want to improve your show-up rate, you could ask for a person’s cell number. In this instance, a multi-stage form could be a good idea. 

If you do want to ask for multiple data points, you can show the email address and first name fields on the first screen. When they click submit on that, then they get presented with a second screen where they are asked for further information, in this case, their cell phone number. 

This approach works because you are evoking an escalation of commitment. Somebody puts in their email address and their name then they click submit. They think that’s job done. And now they get asked for additional information. At this stage, they’ve already committed to the process and they feel compelled by their need for consistency to finish out the process. That’s why the multi-stage form works so well.

How To Practically Implement Landing Page Conversion Rate Optimization?


It’s very important to be methodical with your Conversion Rate Optimization (CRO). That means documenting as you go, because on longer-term projects, you’re going to make a round of optimizations, and sometime later, you might end up trying the same or similar optimization again. 

If you don’t have a documented approach to your Conversion Rate Optimization, you’re going to end up redoing things and losing the outcome or learning from the optimization. Start an optimization diary and document every change you make.

The cycle that I like to follow when it comes to CRO is as follows:

  1. Analysis
  2. Hypothesis
  3. Prioritization
  4. Test
  5. Feedback & Implement

The first thing is an analysis which will normally start with your stats. If you’re running a Facebook ad campaign, have either a Google Sheets or an Excel doc set up where you can track the daily performance of the ads and the daily performance of your opt-in page. It is hugely important not to rely on the stats from Facebook alone. You need to track the actual registration through your opt-in page or your email platform. 

Due to the iOS 14 update, Facebook® isn’t going to be able to report on everybody, who registers through your opt-in page so you’ll be presented with a  cost per lead in Facebook® of a  certain rate. Often, however, you will find that you end up with more email addresses than Facebook® reports, which will have an impact on your real CPL. 

Based on the analysis of your stats you can then start to build your hypothesis. 

For example, I had a Facebook® Ad campaign that was underperforming. Our cost per lead sucked, to put it mildly. This was a campaign that we had spent months on with a significant upfront investment, and it looked like it was tanking. 

But a change to just 33 words not just brought the campaign back from the brink, but turned it into a wildly profitable and successful campaign. We were launching a webinar series on which an offer was to be made for a digital product. We ran this campaign by the book even hiring a top copywriter with serious chops to draft the promotional content for the webinar, including the webinar registration page. 

When it came to launch, we were so excited to see this take off, but it stuttered badly. We struggled to get leads from our Facebook ads and the ones, we got were far too high a price to make the campaign work in any way and be any way profitable.

We looked at the Facebook ads and the stats. The click-through rate was okay. We’re getting traffic to the page, but that’s where the campaign was breaking down, it was clear that the biggest issue was not the ads themselves, but the conversion rate of the opt-in page. 

Having analyzed the stats we formed our hypothesis. There were many changes and optimizations that we could have made but we had a feeling that the headline and subhead were causing the majority of the problems.

So with that information in hand, we Prioritized the optimization of the headline and the subhead and moved into the testing phase. We ran a split test between the original page and the revised one, and instantly we saw a result.

Within 3 iterations we had boosted the opt-in rate from just under 20% to 78%, bringing the CPL from $28 to just $7. But the benefits did end there because we took our learning from the opt-in page optimization, fed it back into the optimization process, and applied it to the ads which drove our CPC and ultimately our CPL even lower.

And remember, landing page optimization is a process. It’s not a matter of getting it perfect, it’s just a matter of getting it started. Because 90% of marketing is your ability to plan, act, reflect and refine. Plan for what you want, take action, reflect on your results and then refine your approach. 

And remember, if you ever have a campaign that is not performing how you would like, or the conversion rate of your opt-in page is struggling, we are here to support you, simply book your FREE Focus Strategy Session today.



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6 Ways To Improve Your Facebook Ads Performance​

6 Ways To Improve Your Facebook Ads Performance

6 Ways To Improve Your Facebook Ads Performance

Table of Contents

Neil deGrasse Tyson famously coined the phrase “The Universe is under no obligation to make sense to you”. In the online marketing world, I like to say “Facebook is under no obligation to provide you with cheap leads”

Facebook’s job is to serve our ads to the people who are most likely to take the desired action we specify. Facebook is extremely good at this and remember, it is in their best interest to seek out the very best people to get the result we desire so that we will come back and spend more money with them.

However, despite the various metrics we use to judge the effectiveness of adverts, Facebook is paid based on the ads they serve. How much you pay is based on the auction for available ad inventory based on your bid (budget) and performance (ad quality).

Everything that happens after that is based on the ability of our ads and landing pages to capture people’s attention and move them emotionally to a point where they are willing to take the action we desire (eg. watch a video, opt-in for a lead magnet, or purchase a product) The profitability of our ads is dictated by the quality of our funnel and the revenue opportunities that we create once a lead enters our world.

So once Facebook has delivered ads to the most suitable individuals the ball is firmly in our court and despite all the panic and hype over iOS 14 and the ever-increasing costs of advertising, it is still possible to run very profitable Facebook Ads campaigns once you understand the rules and play the game.

Before You Start…Understand The (Facebook Ads) Game You Are Playing

When it comes to maximizing your return on Facebook Ads, there is a hierarchy of elements that I work through to optimize the ads and funnel. Different people will have slightly different approaches. The most important thing is to have some structured way of thinking about the launch and optimization of your Facebook Ads and your Funnel. Without a structured approach you will be likely to end up running in circles, producing hit and miss results, or worse still never getting your Facebook Ad Campaigns off the ground.

These are listed in order of priority and in the order that I use when launching or reviewing Client Facebook Ad Campaigns.

Let’s get started!

1. Your Facebook Ads And Facebook Ad Funnel Strategy

The costs of ads are increasing as more and more advertisers enter the market and consumers become more sophisticated and marketing aware. It is important to have a fully thought-through Facebook ad strategy to convert your PPC leads to paying clients and then optimize their lifetime value. This is one of the reasons I love putting a Self-Liquidating Offer upfront, in Facebook campaigns, but is also why having a Value Ascension Roadmap is essential.

The business that can afford to pay the most to acquire a customer will win. You can achieve this by maximizing your Average Order Value on the front end and then having multiple back-end offers overtime always providing your Perfect-Fit Client with a next-level or offer to step up to. This will maximize each client’s lifetime value and give you comfort as to the amount you can spend on the front end to acquire a Perfect-Fit Client.

This also demonstrates that the goal is not to get the lowest cost front-end lead but the lead that will convert best and produce the maximum lifetime value. It is very rare that a Facebook Ad Campaign will be profitable on the front end. You need to plan accordingly and while it is tempting to look for the lowest CPL on the front end these might not be your Perfect-Fit Clients who will produce the most revenue in the long term.

2. Your Offer Is Key To The Success Of Your Facebook Ads

As with all things marketing and sales the most important element is your Offer. In the case of FB Ads you have multiple layers to the offer and each one is important in moving people to the next step of the process and ultimately converting taking the action that you want.

Your offer is the compelling reason why someone needs to take action now. This has nothing to do with you, your product or how you do what you do. The offer is only compelling if it can help your client avoid pain or gain pleasure. You have to show them how their life will be better when they take the next step.

The first offer that you need them to accept is to stop and pay attention. The next offer is to get them to read the ad copy. Then the final offer (from the Ads perspective) is getting them to leave Facebook and visit your opt-in page. Each one of these “offers” also has to position them for the next step and ultimately registering for your lead magnet or whatever upsell is going to come their way.

Self-interest rules all else. We are inherently lazy and we have evolved to conserve energy above all else. You need to present a compelling offer for how you are going to save the viewer time, money, emotional distress, effort, or the flip side of these. Unfortunately, most people will do more to avoid pain than attain pleasure, but it is always worth testing positive and negative. Broad, generic, high level promises make for weak offers. You need to be concrete, specific, speak to a pain point that your audience has and show them how their lives can be better.

3. People Often Over Look Landing Page Optimization To Reduce Facebook Ads Costs Per Lead

Very often people confuse a Facebook “cost per lead problem” with a “landing page optimization problem”. Your base level target for conversions should be somewhere in the region of 40% but really your target should be up to 60%. (I have gotten far higher, but this only comes over time, with traffic and a specific optimization plan). Even with the best Facebook traffic in the world if your landing page is underperforming there is no hope that you will get a CPL that you are happy with.

If you are getting, even a low level of traffic from Facebook, I look to optimize the landing pages early in play. The reason for this is that changes in the messaging and offer will have an impact on the copy and approach in the Facebook ads as does it impact the audience that Facebook selects to show your ads to. Taking your landing page conversion rate from 20% to 40% will cut your cost per lead by 50%. This is one of the big 80/20 levers in Facebook Ads and it deserves a lion’s share of your time and attention.

The offer on your landing page has to match or be aligned with the offer in your ad and you should also align with your offer further down the funnel. While it is worthwhile and indeed a good way to test your landing page copy one version of an ad can quote the landing page copy verbatim, but you also want to test at least 3 other different angles for ad copy. The key to success is that the landing page feels like the next step on your audiences journey from the Ad to the transformation that you promise in your offer. 

The 3 key elements on your opt-in page are the headline, image, and body copy. Start your optimization with the headline and then move through the body copy and image in that order. Remember that you should only optimize one element of the funnel at any one time and give 3 days for the optimization to settle before declaring a winner and moving on.

The reason for this is that a tweak to a headline in an ad may send more traffic to the registration page but they might not convert as well or they could convert better on the registration page but result in a lower conversion rate on the front end offer. You have to give time for the changes to update throughout the funnel and Facebook time to find a more suitable audience for your updated content.

4. Tune Up Your Facebook Ad Creative For Even Better Results

The first thing that you need to do with your Ad is to get them to stop scrolling. Therefore your Ad image or video is so important. You must give them a reason to stop. Native images tend to work better than graphically design images. I always try a couple of variations of each.

Videos can perform better at all levels of the Funnel but your video needs to be 45 – 60 seconds long and it needs to verbalize your offer in a slightly different manner than the ad copy. It can be harder to fine-tune a video to convert but when it does you can normally optimize it for cheaper leads than images.

Once you have their attention your initial “offer” is to get them to consume your ad content. This is where the headline and the first two lines of text come in. You need to compel people to want to click the “See More” link.

Eye-tracking testing has shown that people look first to the image/video, then the headline, and then to the first two lines of text.

If you have done your job really well most people won’t bother clicking “See more” on the ad and they will click the button to visit your opt-in page. If they do click the read more the job of your body copy is to do one thing and one thing only. Build enough curiosity, intrigue, and self-interest that they take action and visit your opt-in page.

Initially, I always start with short, medium, and long-form copy. The short-form copy is great for testing headlines, the results from which can inform the optimization of your landing page later in play.

In the initial phases, it can be easier to get the short form copy to convert but overtime longer form copy will normally outperform short-form copy. (Though every campaign is different and there are always exceptions) Every word in your ad matters and if that word is not driving the audience member forward to register for your opt-in it is giving them a reason not to.

While your job is to rack the shotgun to attract your Perfect-Fit Client and repel others you never want to give your Perfect-Fit Client an opportunity to say “no that is not me” or “no this is not for me”. Be hyper-specific on the feelings, emotions, circumstances, etc. that you 100% know your Perfect-Fit Client experiences but make sure that you don’t unitedly repel the people you most want to attract.

There is no neutral copy and there is no room for any filler or unessential words. Be ruthless, your ad shouldn’t contain one word more than it absolutely needs to. Over time you figure out what words and sentences are working, and which ones are hurting. This is how you build really effective long-form Ad copy.

5. Fine Tune Your Facebook Ads Audience To Target The Most Relevant People

One of the most common mistakes I see people make with Facebook Ads is they rush to “the ask” too quickly with a cold audience who have no idea who you are, what you do, or how you can help them. The best way I have seen this described is – Let’s suppose you were single and looking to settle down with a partner. You are out one day, and you see someone that you think you might really like. What do you think your chances of forming a relationship are if you walk right up to the person and ask them to marry you?

The chance of a favorable outcome is slim. However, if you walked confidently up to the person and started a conversation with them, finding out more about who they are, what their hobbies are, and find some common ground. It gives you an opportunity to find out if this person is a potential “Perfect-Fit” partner and indeed give them a chance to do the same.

When you have the appropriate level of trust built then you can ask them for a coffee and if further down the road things progress that is brilliant but to form a strong relationship you must build the appropriate level of trust before moving to the next level of your relationship.

It is the same when it comes to Facebook Ads. In order to do this it is important that your Facebook ad strategy contains 3 levels of campaigns:

a. Top Of Funnel Facebook Ads Campaigns

These are value-based content ads with no ask. The purpose of this portion of the funnel is solely to interact and engage with potential Perfect-Fit Clients. Cast your net wide using interest-based or custom (email list, customer list, etc.) retargeting and broad Lookalike audiences to build topic-specific audiences for retargeting lower in the funnel.

Video is massively effective for Top Of Funnel ads, especially in a post iOS 14 world. You can create audiences of people who have watched different percentages of each video and then retarget them with your Middle of Funnel ads.

As all the interaction occurs on Facebook you can track you people who have viewed your videos for up to 365 days even if they have opted out of iOS tracking and as you can specify to only build audiences from people who have looked at 75% or 100% of the video you know these people are open and interested in your message.

b. Middle Of Funnel Facebook Ads Campaigns

Once you have created a retargeting audience of a suitable size from your Top Of Funnel campaign you can then begin to retarget that audience with “an ask”. Think of this as inviting your potential “Perfect-Fit” partner for coffee.

Your Middle of Funnel ads will direct people to a landing page where you will be asking them to opt-in or register for free, for something of value, like a lead magnet, webinar, quiz, or masterclass.

It is always good to test a range of audiences, especially in the early days of a campaign, against your Top Of Funnel re-targeting audience as you may need to refine the content of your engagement videos to hone in on the message that produces the best results lower in the funnel.

c. Bottom Of Funnel Facebook Ads Campaigns

In our “Perfect-Fit” partner analogy this is where you ask for the commitment. Your Bottom of Funnel Ads retarget the people who have taken the designated action from the Middle of Funnel and have raised their hands to say they are most interested in you, your message the transformation that you can provide.

Your Bottom Of Funnel Ads will have the lowest level of spend but the highest ROI as you are only showing ads to the people who are most likely to make a purchase.

With this audience, it is important to strike when the iron is hot. 0-3 days is when they will be most receptive to an offer and for every day past this time frame your offer, copy and collateral will have to be ever more honed and refined to convert appropriately.

Sure, lots of people have had some success with implementing this strategy but if you want long-term repeatable success this methodology has been proven to work and it is an essential framework to keep in mind when you are structuring your campaigns.

6. Facebook Ads – What’s Working Now – Tips From The Trenches

On top of these principles there are a couple of “what’s working now” tips to keep you on top of what is working practically now:

  • Bigger audiences are performing better than smaller audiences. The sweet spot for audiences used to be 1.5 million to 2.5 million. Previously if your audience you built was in excess of these ranges we would split the audiences down and run them in different Ad Sets. Now bigger is better and audiences of 15 million to 20 million are outperforming smaller audiences. I worked on one project where the only targeting we used was country-based. Facebook still found the perfect people to serve the ads to and the CPL cash flowed within our funnel.
  • Retargeting and Lookalike audiences will outperform interest-based audiences. Build your audiences for each step of your funnel before you need them. Once an audience hits critical mass create a Lookalike Audience based on that. The closer your custom audience is to the conversion objective the better your Lookalike audience will perform. But think of every touchpoint along your funnel as a potential audience – Video views, link clicks, page visits, button clicks, step 2 of a 2 step opt-in, registration thank you page confirmation, lead-magnet download.
  • Ad Set Budget Optimization (ABO) works better than Campaign Budget Optimization (CBO)for testing creative and audiences, however, CBO is the best way to scale. Start your ads out with ABO. Ideally, you will start with 3 Ad Sets with a minimum of 3 Ads Per Ad Set. At lower daily budgets this may be a stretch as 3 Ad Sets may struggle to exit the learning phase but always think in terms of multiple audiences, copy, and images/videos. Your campaign will be severely limited if you only have one ad and one ad set.
  • Give 3-5 days before making any significant changes to your Ad Sets and Ads. It takes time for Facebook to find and optimize audiences. Sometimes this means the initial results are poor. Sometimes it means that the initial results are brilliant. One way or another don’t make any big decisions until the 3-5 day window has elapsed. (3 days for minor changes, 5 days for major changes)
  • Never ever kill the golden goose. If you have an Ad Set/Ad that is performing adequately never ever make any changes to that Ad Set / Ad. Duplicate the Ad Set or Ad into a new Ad Set or Campaign and make changes to the duplicate. This includes budget increases, image/video, headline, body copy, or audience changes.
  • If you need to scale Ad Set/Campaign budget quicker than the 20% every 72-hour limit that pushes the Ads back into Learning Phase you explore creating a broader Lookalike audience excluding your current audience eg. Current LAL audience 1%-2% then create 2%-5% LAL or 5% – 10% audience. This will allow you to duplicate the Ad Set, assigning a higher daily budget without killing the original ad off. (You can also create a competing Ad Set targeting the exact same audience, but this strategy is a little bit riskier)

While the principles above are well established and proven to produce the best results no two campaigns are alike and the people who are most successful are the ones which can assess each situation independently and arrive at the best next step.

Launching and maintaining a successful Facebook Ad Campaign is an agile process. The most important thing is knowing what tests to run, how to interpret the feedback, and then identify the next best steps while playing within the rules of the Facebook Ads game.

If you would like to schedule a Focus Strategy Session to review an existing Facebook Ad Campaign or plan your next campaign click here 

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