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AWESOME FACEBOOK AD CAMPAIGN
AND EVERYTHING YOU NEED TO KNOW

THE GROUND WORK: BASICS

Motivation for You: Do not just read this booklet. Absorb it and understand it.
Memorizing is not the KEY, just be sure to understand it. By the end of this module, I
guarantee 100% that you will start running successful Facebook Ad Campaigns for
your business!

FACEBOOK AD CAMPAIGNS IN 3 LEVELS

Campaign Level:
This is the top most level. Under it, you are allowed to create multiple Ad Sets and
each of these ad sets can have multiple ads.

Ad Set:
This is the secret sauce! It’s where you can set and apply DETAILED TARGETTING.
This allow you to only show your ad to people that are most likely to buy your product
/ service.

Ad:
This is the specific part the customer sees. This level is where you type in your sales
pitch / ad copy and upload the images / videos that you want to show to your
customers.

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LEARN FACEBOOK ADS VOCABULARY

Custom Audience

You can make custom audience from anything. Most common ways of creating a
useful custom audience is through a customer file (also known as email list) or website
traffic (people who visit specific pages in your website) Here is one way you can GO
WILD and use them to their full potential:

Example: A custom audience of everyone who visited your sales page or order page
but DID NOT view your thank you page (this means that somehow these people have
refused to make the purchase since users are only taken to the thank you page after
the purchase.) Ultimately, this means you can retarget these people who almost made
the purchase to increase their chances of finally purchasing your product or service.

Lookalike Audience

This feature takes advantage of Facebooks gigantic data library of all its users. A
lookalike audience is a new set of audience that highly resembles the online behavior
of the audience it is generated from. People who browse the same things on the
internet are highly likely to purchase the same thing.

Example: You created a Facebook page that you use to advertise a product or service.
Let’s say there 500 people from Manila that liked your page, you can create a look
alike audience of people in Manila who share data attributes and browsing behaviors

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including age, education and purchasing behavior with those 500 people who liked
your page.

Once a lookalike audience is created, you will need to set them to 1/10 (or the most
accurate level of lookalike audience). Further the targeting by choosing additional
interests.

Example: Create a lookalike audience from 500 people from Manila who like your
page then narrow that audience further to only include people from that lookalike
audience who also like Real Estate News.

Pro Tip: If you have enough data on your “thank you page”, you can create a lookalike
audience from that data and target people who show identical attributes to your
purchasing audience.

Facebook Pixel

Illustration: One weekend you spent a few hours browsing a website that exclusively
sells pug-related clothing. All of a sudden, your Facebook feed is infested with pug-
related clothing advertisements! You have been targeted. And that is not a bad
thing!

Imagine Facebook Pixel as a tracker. So, when you visit a website like
thepugcartel.com and they have a Facebook Pixel installed in their website, Facebook
tags your Facebook ID and records that you have visited certain pages on their
website. This recorded data allows thepugcartel.com to retarget you with more ads

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since your activity on this website tells them that you have expressed interest on their
pug-related clothing!

Pro Tip: Take advantage of data collected by your Facebook pixel to create a custom
audience of people who visited your order page and did not view your “thank you
page.” This allows you to retarget these ALMOST buyers and influence them to make
that purchase through Facebook Ads.

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TYPES OF ADS & WHAT TO USE

Naming Your Ad Campaign, the Right Way

Be specific. Use this format: Campaign name - Date - Strategy or Experiment.

Basically, make it as easy to identify as possible. When campaigns start to add up, a
well-organized ad account is your best friend.

Like This:
The Pug Cartel - October 2018 - Retargeting ALMOST Buyers

Ad Objectives That You NEED to Know

Facebook can get fancy with their ad types and that you don’t have to know all of
them. There are 3 ad types that you need to know. Everything else can be completely
ignored. (But learning other types is always a good idea)

1. Post Engagement
2. Traffic
3. Conversion
4. BONUS Ad Objectives for Small Businesses in the Philippines

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Post Engagement

This ad type is best for building your Social Proof (Generate Ads, Likes, and Shares). I
show my Ads to people who liked my page because they are more likely to like and
comment on my ads. This builds credibility. In countries like the Philippines, likes and
comments are SIGNIFICANTLY cheaper compared to other countries in North
America and Europe. Think of this ad type as the step one of your ad strategy.

Traffic

This is the most used and most important type of advertising. The purpose of this ad
type is to drive traffic to anything online. From your ecommerce store, affiliate link, or
landing page + lead magnet. Value Info: A lead magnet is a product (eBook, checklist,
freebie or anything of value) that you can use to entice people to give you their email.
This is step two of your ad strategy.

Conversion

Run a conversion campaign when you know your audience. Allow me to explain: When
you have your Facebook Pixel set on your website, you can specify event codes that
allow you to track your visitor’s behavior on your website. Most common example: Set
an event code that records data whenever someone adds a product to cart or
purchases a product. This data can be used as a target to guide your ads to convince
these people to re-purchase, decide to purchase. Influence their decision-making
process. This is how you optimize ads.

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BONUS: Best Ad Types for Philippines

Messaging

This is very easy to setup and works best when running low budget ads in the
Philippines. This goes best with an Awesome Ad Copy and Ad Creative. I highly advise
newbies to run this type of Ad. Simply put out an offer / valuable item / promo to spark
your audiences’ interest. Once they click on that Send Message button, you will be
able to message them anytime (Don’t be spammy. Always approach them with a value
offer).

Pro Tip: Facebook does not allow Pages to initiate conversations. The Facebook user
must message the Page to start a conversation.

Lead Forms

This is the easiest way to acquire warm leads. I think this ad set is best for
RECRUITMENT Campaigns. Because the Lead Form does not take the user away from
the Facebook Platform, the bounce rate is significantly lower. And since the lead form
is hosted on Facebook, the fields are pre-populated with the user’s Facebook details
such as email, full name, location and phone number! Handy eh? The lead form also
allows you collect this information and compile them in a downloadable spreadsheet
file. So, when you are up to call these warm leads, it’s fast and efficient!

Highlight: Faster Setup, Lower Cost per Lead!

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The Life Cycle of an Ad

I think it is very important to understand how Facebook Ads work, the logic behind it.
Understanding when results start to come in and when it is best to stop a campaign is
your key to becoming efficient in running ads.

As I said earlier, the first step of running an ad campaign is Engagement. You would
want to spend at least 250 to 1500 pesos on post engagement ad to collect likes,
comments and shares for your ad. We do this for social proof. You wont even bother
clicking on an ad that has ZERO likes. Too shady, right? When people see that your ad
has already had activity on them, they are MUCH more likely to engage / click
themselves!

After you’ve made enough engagements, run the same ad but this time, as a traffic
campaign. The goal here is to drive clicks and eyes into your website or landing page
(Make sure the offer is clear). Once your Facebook Pixel has collected enough data
from your audience activity, this is where the real magic is made.

Use the pixel data to retarget audiences who actually spent time on your website. You
may use custom audience or lookalike audiences OR BOTH! Right now, what you are
doing is basically selling to the people who have higher chances of buying. MORE
ACCURACY.

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Defining Your Audience

Defining your Audience:

This is how we set apart real advertisers from the green ones. Remember Facebook
advertising is as much of an art as it is a science.

This is the area where you will can choose any custom or lookalike audiences you’ve
created, or create an audience from scratch based on interests (interests would
include fact-based actions for example targeting people who like Coca Cola Facebook
page, or algorithm-based, for example liking the interest cooking - but not specifically
liking any Facebook page; this is an important distinction because Fact based is much
more powerful!)

Interests, sometimes called “narrowers” can be confusing, but think of them as ways of
targeting people who are likely to be INTERESTED in your product/service based on
other things they’re interested in, for example someone who likes Real Estate
Assistance, who also has been recently engaged or married is quite likely to be
interested in buying a new home.

An invaluable tool for finding related pages people are interested in which is VITAL for
targeting, is a tool Facebook created called Audience Insights!

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Audience insights:

There is a lot of info here, most of which can be ignored, the main thing you are
concerned with is demographics can be interesting for split testing age groups and
genders/geographic location, for example if you see that 72% of your audience
interested in your product are women, and live in Cagayan de Oro you probably want
to target, you guessed it, mainly women from Cagayan de Oro in your ads!

But far the MOST IMPORTANT part of audience insights is the ‘Page Likes’ section,
this will show you Facebook pages people like related to your interest, for example
maybe you’re selling baby products you would search baby magazine in the interest
section of Audience insights and it would show you a ton of other related Baby
Facebook pages which you could then target as interests which will make you Ad only
serve to people interested in multiple different baby related Facebook pages!

Placements:

Facebook is always innovating ways to monetize its platform, you are a

person/business that wants to make money. If you want to make money more than
you want Facebook to make money NEVER CHOOSE AUTOMATIC PLACEMENTS!!!!
(Same level of conviction with: DON’T USE FACEBOOK BOOST!!!!)

Normally, I split test between Mobile and Desktop Facebook feeds, meaning I run one
campaign only on mobile feeds, and one on desktop feeds (you can easily copy or clone
ads and change one feature to split test when you’ve finished creating an ad).

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Pro Tip: I only use two placements – Desktop Feed and Mobile Feed (But my personal
favorite is mobile and here’s why: Desktop is usually for multi-tasking and that lowers
the chances of keeping the user’s attention for more than 10 seconds.)

Also, I have personally tested other placements and yes, they weren’t performing like
Mobile and Desktop. For products like Fashion and Beauty, Instagram works like a
charm. So, if you fall under that category, definitely use Instagram placement BUT as
its own category.

Naming Ad Sets
Same thing here with naming campaigns. Be as specific as you possibly could. Come up
with your own style but here is my suggestion:

Product Name | Location | Targeting Type | Placement

Example:

Bamboo Eyewear | Mindanao Top 5 Cities | GoPro Owners | 20-35 | Mobile

Long Story Short:

Campaign – Choose and Objective and Ad Type

Ad Sets – Targeting (IMPORTANT)

Ad – This is what your audience sees on their screens

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Create Your Ads

This might seem like the fun part but it could also be the most demanding part of the
campaign. Especially when you are making one from scratch. So my advice is LEARN
from the ads you see on your phones and screens. Look at successful examples and try
to analyze what these guys are trying to do. By now, you are a Facebook Advertiser
and you need to tap into that persona!

If you see ads that works for you (has the ability to influence your decision-making),
copy their Ad Copy, take a screenshot of the Ads and store them in a folder where you
can study them or copy them!

Never try to remake the wheel. Find what works AND do it yourself!

More Samples Here:

FIRST
If you are a smart digital consumer, you probably have an ad blocker on your browser.
This next tip will require you to deactivate your ad blocker BUT you can also use an
Incognito for this. Head on to: https://adespresso.com/ads-examples/

YOU’RE WELCOME!

SECOND

Swiped.co – This tool shows ad examples for FB Ads. They also show you Sales Copy of
industries relevant to yours! How handy is that?! Like I said, you don’t need to re-
invent the wheel. You can learn a lot mimicking the success of others!

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http://swiped.co/

Favorite Models:

BUY NOW AND GET A CHANCE TO WIN [VALUE ITEM]

TODAY ONLY / LIMITED SLOTS (URGENCY TRIGGER)

[INSERT LOCAL AREA HERE] (BUILDS FAMILIARITY)

Pro Tip: Also use some Emojis, they incite emotion, and are eye catching, don’t be
afraid to throw them into your ad copy and headlines!

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Retargeting
Retargeting is the strongest quality of Facebook Advertising and SADLY new players
ignore this feature. You cannot say that you work with FB Ads professionally if you
haven’t dealt with retargeting.

Some ads bring results and some don’t. For those that yield good results, the smartest,
most logical route to SCALE. But here is what I think: You need to optimize them first
before scaling. You optimize your ads by using retargeting campaigns. This is the most
advanced and important aspect of Facebook marketing. This is a whole other book in
itself but just to give you something to look forward to, I’m going to talk about it on a
surface level.

Conversion Campaign

Conversion Campaigns could get expensive when done without steps one and two. As
you collect more Pixel data, you start to accumulate more data points that improve
your ability to retarget customers, create lookalike audiences (from video views,
Facebok Page Likers, up to website visitors)

Conversion campaigns are more expensive per click VS traffic campaigns. As your
pixel data grows larger, Facebook’s algorithm gets smarter and gets better at
matching more data points to find other users that are more similar to the people who
buy your product or service.

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