In today's post, I will walk you through the process of how to launch a new Facebook Ad campaign if you are testing a new offer and funnel for the first time to cold audiences.
So here are a few fundamentals you MUST have if you want to have a profitable Facebook Ad campaign...
1) You must know your perfect customer(s) inside out so that you can create an offer and message around them that speaks to their problems or desires. This is critically important.
2) You must have an offer that solves a problem the market has or fulfils a big desire the market craves. And if you're the only person offering this solution, you have a truly irresistible offer and you can dominate.
3) You need to have a strong message that engages people emotionally, overcomes objections and builds desire for your offer. To put this into context, this will be the copy in your funnel or on your sales page.
4) You need a strong marketing hook that will grab your audience's attention, creates instant desire and curiosity so that they have to find out more. I find that blind hooks and headlines generally work the best.
So now we have the fundamentals in place, we can launch and optimise your campaign.
For this post, I am assuming you are going after leads or sales so you'll want to optimise your campaign for conversions (leads or purchase). This will allow Facebook to go into your audience to find the people who will become a lead or customer.
In terms of laying out your ad campaign, have numerous ad sets testing various pages and interests. Each audiences in each ad set should typically be between 100,000 to 200,000 people so that you have enough people to gather data.
Set the budget of each ad set to between $10 to $20 per day initially just so you can get some data.
Set the placements to desktop/mobile and set your conversion window to 1 day click and allow Facebook to bid automatically for you by selecting the 'lowest cost' bid option.
Attach 2 ads initially to each ad set testing different creatives and you're ready to launch.
When you first launch your campaign, Facebook will go into a learning phase as it tries to find people who will take the action that you desire i.e. leads or purchases.
During the first 3 to 5 days after launch, you want to look at which ads and audiences are generating you leads and or sales.
After 2 to 3 days you should be seeing ad sets and ads that are performing well.
After this time kill any ad sets that are underperforming and keep the best performing ad sets running.
After 5 to 7 days, you should enough data to see which ads and audiences are performing well. At this stage, combine your winning ads and audiences into one ad set and set it at a daily budget that will allow you to achieve 50 conversions per week as this is the minimum requirement for Facebook to properly optimise an ad set.
During the next week or so, you want to closely look at your ad stats (Cost per click and click through rate) to make sure your ads are performing well. The goal is to find a winning ad that you can run with.
Also look at your CPA (cost per lead or purchase). If your CPA is too high, you will need to optimise your landing page or funnel.
If your cost per click is too high, click through rate too low or you have a low relevance score you will need to work on your ad copy or creative.
Your ultimate goal when optimising your campaign is to keep within your key performance indicators and get to a point where your campaign is acquiring new customers at breakeven or better i.e. $2 to $1 ROI or more.
The process to making a campaign profitable or breakeven can take up to 30 days or testing and optimisation.
Once you are acquiring customers at breakeven or better, you will then be in a position to start scaling your ad campaign.
Remember this as its very important... The revenue and profit that you make with Facebook Ads is NOT made when acquiring a new customer it is made on your backend marketing campaign (email marketing and ad retargeting) by turning more leads into customers and further monetising your new customers with more products & services.
If you follow these basic guidelines, you will see much success with Facebook Ads!