Ad Process: Micro Ad Set Theory
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BIGGEST MISTAKES People Make:

targeting too broadly (in the beginning)
-use precise interests stacking and behavior layering
-placement by device (ipads, wifi, iphones, android)
-geographic location (ny, ca, fl, ma, tx)*****

ecom selling process (Sales funnel) is not congruent all the way through
-use same images
-cartoon plus human face works well
-ad is supposed to get the click
-ad tip: rhyming, asking questions

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Facebook Ads Breakdown: 3 Parts
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1. Campaign – Marketing Objective

Name: Product + Placement + Country
-You always want to split the Mobile – Desktop Placement at the campaign level

2. Ad Set – Targeting, Budget, and Schedule

Name: Main Audience + Age Group + Location (if applicable)

3. Ad – Display ad that people see

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PHASE 1: Testing, Data, and Sales
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1. Launch a PPE Campaign with targeted interests at $2-$5/day
-$5/day to 18-54
-$2/day to 18-54 (is running many ads at once and want to control budget)
-Prove the product, get some sales, social proof, collect data (PIXEL)
-MOBILE Placement, do NOT include Instagram

2. Start small, work bigger based on success
-Target precise interests
-You want to focus on the most likely group of people who would buy your product, which are the most precise interests
-You can test more than one audience with different ad sets in the same campaign
-Leave the broad interests for later, after you have proven your product and already collected data on your pixel
-Targeting this way in the beginning makes it easier for Facebook to find your buyers, and you will be more optimized for sales as you scale later
-My ideal audience size when testing (of one or multiple interestes combined) is around 250K-500K

3. Winners will usually have sales in first $5 – $10 (Sometimes sales in $10-$20)
-Why? Because we are targeting precise in the beginning
-Doesn’t mean we won’t let an ad continue past $10, but there needs to be compelling evidence if no sales yet
-Two major stats to look for:

CPE: This is your Cost Per Engagement. It is how Facebook will report your
Engagement stats for a Page Post Engagment (PPE) ad

-Engagement counts as all likes, comments, and shares on your post
-This is great because it shows if your product is a fit for your audience, or in other words, if you are targeted properly
+Lots of engagement means people like it. No engagement means they don’t.
-You want your CPE to be about .10 or under by the time you get to $5 total ad spend
+Anything under .10 CPE is great. Anything at .10 is okay. Anything .10-.15 is kinda high, but may
drop more over more ad spend
-Your CPE will drop as you spend more, because Facebook is continuing to optimize your ad based on results
-You want to see not only likes, but comments and shares. Likes are easy, comments and shares are much better.
+Especially comments that say things like “I want this”, “I have to have this”, or tagging people
-CPE shows that you are targeted in your ad, but does not necessarily show buying intent from the audience
+This is why our CPC (Link) is also important

CPC (Link): This is your Cost Per Click on your Link. It is a specific stat that Facebook measures in your ad
-You want your CPC (Link) to be about $1 or under by the time you reach $5 in total ad spend
+Having a CPC (Link) of .50 and under is excellent. Anything in between .50-$1 is good. Anything between $1-$2 is kinda high
-Note: Higher margin products can have higer CPC (Link) because more profit built into item
-CPC (Link)is important because it shows that your audience is not only engaged, but interested in BUYING
+High CPC (Link) means people are not that interested in buying
+If you have no Link Clicks by the time you reach $3-$4 ad spend, you should probably kill that ad because people are shoing no buying interest

4. When you find a winning PPE ad, you also want to create a WC ad to the SAME exact audience
-WC ads are the money maker in our advertising arsenal
-Different objective than a PPE ad so it targets a different portion of that audience
-I always start my WC ads by optimizing for Add To Cart (ATC)
-Create your WC campaign, use the same targeting in the Ad Set, and set the ad to the “Exisiting Post” you already have for your PPE campaign

5. If you lauch a PPE ad to a precise audience and it doesn’t work on the first try, do you believe in that product?
-Do you have evidence that product can get sales?
+Then try different targeting
+Maybe skip right to the WC ad and see if that works
+I will usually try a max of 3 times on an ad before quitting
-Definitely try a WC ad to the audience before quitting, if I believe in that product

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PHASE 2: Initial Scaling and Custom Audiences
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6. Once you start getting sales, you want to look at your Cost Per Purchase (CPP)
-This number will help you determine whether to scale, keep the ad the same, or eventually kill the ad
-Your CPP is a number Facebook tracks that determines how much each purchase costs you
-CPP IS THE MAGIC NUMBER: Know what your CPP should be for a good ROI, and you know when to scale and when not to scale

7. Scaling also depends on audience size
-We start with small audiences of 250K-500K, so sometimes you don’t want to scale that too quickly or you will burn through your audience too fast
-I usually go $10-$15 max on an audience this size, because that equals consistent money
-Scale $5 at a time every few days, based on consistent data and your CPP being where you want it to be

8. Start building your custom audience for that product
-Setup an audience for people who viewed that product
-Setup an audience for people who purchased that product
-We’ll use these audiences later for scaling with Lookalikes

9. Once you PPE ad has reached the end of its cycle (usually when your CPP start to rise because you’ve reached everyone available in that audience)
-You can go back and find the winning demographics of that PPE ad
+Age (Facebook brackets about every 10 years)
+Gender
-Create new ad sets targeting only those best performing demographics
-Shut off original ad

10. I do not scale my PPE ads into new interests or larger audiences. They work best small. Once my PPE ad is done, it’s all about the WC ads
-Let your WC ad run and scale the same method as mentioned above with the PPE, because it is the same audience size
-If there are more precise interests you haven’t targeted yet, and you have over 25 sales at this point, you can start new ad sets for more precise interests
+Keep them in the same campaign, do not overlap with other ad sets

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PHASE 3: Next Level Scaling and Lookalike Audiences
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11. To reach Phase 3 on a product, you should definitely have at least 50-100 sales on your initial audiences and ads

12. Next step is to make sure you have targeted all the precise interests for your audience
-Create new ad sets within the same campaign
-At this point now that you have sales and are getting optimized, no need for a PPE ad unless you want to. Just create WC ads
+Still optimizing them for ATC at this level. But you can test optimizing them for Purchase and see which performs better

13. Let your WC ads continue to run. Based on audience size, scale them into the $10-$20/day range
-Don’t be in a hurry to burn through your audience
-This is a great way to keep consistent money coming in on autopilot, allowing you to go back and start testing new products out of your profits

14. Once you have started to reach the end of your WC ad lifecycles, it’s time to create Lookalike Audiences
-This is done from the Custom Audiences you set up earlier on your product
+Custom audience needs to be at least 100 in size to create a Lookalike (LLA). Ideal if its several hundred in size or more
-You can create LLA’s based on percentage of relevance to the original custom audience
+Best percentage and most targeted is going to be 1% and 2%. Start there.

15. Use your Lookalike Audiences and create a new WC campaign
-Use the 1% LLA and then Layer (flex targeting) with the MAIN BROAD interests for that product
-This will narrow your LLA down and make it much more targeted
-You can use the LLA by itself and test that first. If results aren’t great, try layering it with the broad interests
-I still optimize for ATC here. Again though, you can split test with Purchase if you want

16. At this point you are getting a decent amount of traffic, you should also make sure you have a HIGHLY RELEVANT collection of related items around your main product
-Building collections with help increase sales
-Custom merchandise is a great way to build a collection
+If main product is already custom merchandise, try finding related items like jewelry you can use

17. If you want to, you can now go back and create Desktop campaigns that are to the SAME audiences you ran the Mobile campaigns to
-Nothing different here, just a way to make sure you reach the entire audience
-Set this in your placements

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PHASE 4: High Level Scaling
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18. This is the highest level of scaling, where you are simply going to target the broad interests of your product

19. To scale that this level, you should alreayd have hundreds of purchases recorded across all your previous ads on that product

20. No reason to scale at this level until all your previous ads start to die out

21. Create a new WC campaign optimized for Purchase, and target at the broadest interest level
-To break it into more manageable sections, you can split that interest into age brackets or age/gender brackets
-Test everything equally, then kill the losing ad sets quickly and scale the winners

22. Based on your CPP, scale at $5 a day in the beginning every few days. Once you reach $30, start scaling at about 20% every few days.
-Always watch your CPP. If yuo scale too quickly, you will start to lose your ROI
-Remember, this is a marathon not a sprint. A good product can make you consistent money for months when scaled correctly

23. Once you have gone through your largest audiences, consider going back and scaling into the broadest LLA’s
-These are the high percentage LLA’s at anything above 5%
-This may not work. Really depends on how universal your product is to that niche.
+But if you have over 1000 conversions on your pixel, it’s worth a try.
+Optimize for Purchase

This sheet is from Nick Peroni’s group eCom Empires I higly recomand
that you join he’s group! He will give so much information for free!

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