I had the amazing opportunity to “pick the brains” of some of the most intelligent and sought after minds in the Facebook advertising world.
In the course, FB Uncovered, with Josh Bartlett, we teach the exact strategies that we use to create successful Facebook ads…
…Including the campaign that’s generating these results:
Although we walk you through what we do, we wanted a large portion of the course to be focused on what other experts are doing to create massive success with Facebook ads.
To accomplish this, we created a section of the training called “The Braintrust Sessions” where we tapped the minds of people spending six and seven figures per year with Facebook ads.
After six or seven of these sessions had been recorded, we started to see some patterns emerge. There were several specific elements to Facebook advertising that all of our experts seemed to echo.
I’ve combed through all of these sessions as well as looked back through my own campaigns and created a list of things that every Facebook ad guru could agree upon to make the most successful campaign possible.
Tactic #1: Keep it Congruent
When someone clicks on your ad, they expect the resulting page to feel similar to your ad. You will see a much higher conversion rate on your landing page if the page is congruent with the ad.
Your ad copy should be similar to your landing page copy. You can even use a similar image on your page to what was used in your ad.
If the imagery and language that was used in your ad worked to get the click, using similar imagery and language on your page should convert well to get the opt-in (or the sale).
Here’s an ad we were running for FB Uncovered followed by the landing page we used. We saw a 61.54% opt-in rate on the landing page…
The Landing Page:
This campaign has been a success so far. Why? Because people clicking on the ad see exactly what they’d expect to see when they get to the next page.
This seems like such a simple little thing but this congruency from ad to landing page is massive. This one little concept took us from a landing page that was getting a 30% opt-in rate to one that was getting a 61.54% opt-in rate. That’s massive!
Tactic #2: Retarget Everyone
Facebook allows you to drop what’s called a “Retargeting Pixel” when people visit your website.
Essentially, what this allows you to do is show ads on Facebook to people that have visited your website once. You can even exclude showing ads to people who have visited certain pages. This means you can do things like send people to a blog post about Facebook advertising, for instance, and then, all of a sudden, those people will start seeing an ad for your Facebook advertising course.
This also means that as soon as someone purchases that course, you can make sure they stop seeing your ads for the product.
The beautiful thing about retargeting is that it doesn’t cost you anything to start building a retarget audience. Simply put Facebook’s code on your website and Facebook will start tracking your visitors so that you can retarget them in the future if you’d like.
The other beautiful thing about retargeting is that it’s probably the most hyper-targeted method of picking your audience to advertise to. Your ad will be seen by people who have already been introduced to you and that you know have some sort of interest in what you’re doing. They proved that when they visited your website.
Here’s how you drop a retarget pixel:
In your ad manager, click on “Audiences” on the left side of the screen:
In the top right corner, click on the green button that says “Create Audience” and then select “Custom Audience”.
Click “Website Traffic”:
Click the little gear icon in the bottom left corner of the box that pops up and then click “View Pixel Code”:
Then take the code that it gives you and paste it in to the header of your website. Many WordPress themes have a place where you can paste in tracking codes. Simply paste it there. If your theme does not have this option, install a plugin called WP Custom Header Footer. This will allow you to paste your code in to the header of your website.
And that’s it. Facebook will now start tracking visitors through your site. You’re starting to build an audience for when you’re ready to run ads.
Bonus Tip: If you’re opting people in and/or selling anything, make sure you have your pixel code on your landing page, the thank you page after they opt-in, the sales page, and the page immediately after they buy. When you’re running ads to build a list, you’ll want to exclude people that already opted-in and when you’re running ads to sell a product, you’ll want to exclude people who have already purchased.
Tactic #3: Cast a Wide Net and Then Optimize
In order to retarget people, you first have to get them to your site.
To get people to your site the first time around, you need to run ads using interest targets and demographics.
Finding those perfect audiences that will drive laser-targeted traffic to your site is something that most people think is difficult…
Truth be told, it IS difficult right out of the gate. Typically, you need to spend some money on broad targets that are not laser-targeted so that you can optimize and hone in on those audiences that can’t get enough of what you offer.
The beautiful thing is though, once you’ve found a “pocket” that works, it will typically keep working, you can also retarget the engaged people, and you can do things like create “lookalike” audiences that are similar to the audiences that you’ve found.
Once you’ve optimized a couple of audiences, future campaigns become easier and you don’t necessarily have to do the work over and over again to find your “pocket”.
The next question becomes, “how do I find that broader audience that I can target?” followed by “How do I optimize to make the audience more targeted?”
Finding your audience:
Start by figuring out one target that you think people interested in your product will also like…
If you are promoting a healthy smoothie product, maybe your audience likes David Wolfe or Drew Canole… That’s a start.
Or maybe you’re promoting a golf related product… Your audience may like Bubba Watson or Phil Mickleson… That’s a start for that niche.
Take that information over to Audience Insights inside your ad dashboard and find more potential targets.
Put your potential starter audiences in to insights and let insights recommend other pages that these people probably like…
When creating your ad, use these in your audience. The more you use, the wider the net you will cast to get going.
How to optimize your audience:
You’ve got your ads running, you’re spending money but your relevance score may be lower than you’d like and your cost per click may be a bit high. It’s time to optimize and cut out what’s not working.
After you’ve spent some time running ads, you can run some reports inside the ad manager to determine what’s working and what’s not…
In your ad manager, you can go to “Reports”, filter by the adset that you are currently running, and then look at which demographics are clicking and which aren’t…
For example, with this report, breaking down age (screenshot below), I’m getting the best response from people aged 35-65. I will probably edit this ad set to exclude anyone outside of this rage…
When I break it down by gender (screenshot below), you can see it’s predominantly males clicking on my ads… I will edit my ad set to only target males.
Finally, when I break it down by country, I can see I have quite a few countries that don’t respond well to my ad… I’ll exclude those.
Now I’m starting to optimize this audience…
What you’ll see by doing this is that your relevance score begins to climb and now Facebook begins to allocate more funds from your budget to the segments of your audience that are actually taking action on your ad.
Run the ads for a few more days and further optimize using the same process…
Tactic #4: Scaling the Right Way
A common misconception with Facebook advertising is that, if an ad set is working, you can just throw more money at it and it will scale up proportionally.
People get this idea that if you’re putting $1 in to an ad and getting $2 back that you can raise your budget and throw $1,000 at the ad set’s daily budget and make a $1,000 per day profit… It very rarely works like that.
You need to look for other ways to scale once you find a winner…
By all means, if an ad is working well, boost your budget on that ad until you start to see diminishing returns…
But here’s some additional ideas to scale an ad that’s working.
Create a new ad set with a “Lookalike Audience” to the one that’s working…
If you’ve been using retargeting pixels and conversion pixels to allow Facebook to track user behavior once they’ve hit your site, you can have Facebook create a new custom audience for you that shares much of the same demographic information and buying behaviors of the people who took your desired action. Create a lookalike audience of the people who have opted-in or create a lookalike audience of the buyers, for example.
Find new targets based on your custom audiences…
If you go in to audience insights, you can open up your custom audience and Facebook will give you information about other pages people are likely to like.
So, for example, if you’re trying to get more people to purchase your course on Facebook, open up your “buyers” custom audience and find out what pages those people are likely to like…
Use that information to create a new ad set and duplicate your ad.
Offer something else to the targets that work for you…
Once you’ve got an ad set that’s working well for you, think of other things you can offer the same people.
If you know people are converting well with your ad to your smoothies recipe, target the same audience with an ad to juice recipes.
If you’re running ads to a product that teaches Facebook ads, that same audience may be interested in a course that teaches organic Facebook strategies or possibly even Twitter ads.
Find new offerings for the same audience and scale that way. This strategy alone can take five-figure per year businesses to six-figures and six-figure businesses to seven.
In Russell Brunson’s excellent new book, he starts off by talking about how businesses come to him for help thinking that they have a traffic problem or a conversion problem. What he’s learned over the years is that this is rarely the case. People need more offerings and a deeper funnel.
This is a massive key to taking any business to the next level… Figure out what else you can offer the people that are already interested in what you do.
Tactic #5: Truly Understand Your Avatar
This probably really should have been the first concept but I didn’t particularly write this to be in order of importance.
In a recent podcast episode that Josh and I did, we talked about how we didn’t feel that defining your avatar was as critical as people made it out to be when starting a business…
When it comes to starting a business or starting a blog, be your own avatar and create what you’d wish you would have had. Then define your avatar based on who that resonates with…
That’s the basic idea of the conversation within that podcast. However, that’s specifically about letting an “avatar” be a barrier to entry for getting your business started.
When it comes to ads, knowing you avatar is quite crucial…
It gives you the basis for beginning to even research your topics.
If you don’t at least have a little bit of an idea about your avatar, how would you know who to look for when looking in audience insights?
More importantly, it’s important to know your potential customer because you need to know their language. You need to know their hopes, their fears, their dreams, their biggest road blocks to moving forward… The more you know about their thought process, the better you will be able to talk directly to them in your ads and on your landing page.
A lot of people go as far as to give their avatar a name. They write out their current job, what their family looks like, what their struggles are, what they get the most joy out of, etc… The more detailed you flesh this out, the easier it will be to talk to that specific person in your ad and on your landing page.
This is important because the more you know this person, the more your ads will resonate with your target market, the more clicks you’ll get, the more leads you’ll grab, and the more sales you’ll make. Understanding who you’re talking to is just as important (if not more important) than all of the technical aspects of creating the ad.
So there you have it…
Those are 5 concepts that seemed to come up over and over again while interviewing the Facebook ad experts.
Implement these 5 things when you run ads and you’ll be miles ahead of most people and companies that are running ads today.
If you’re interested in diving deeper in to the world of Facebook advertising, be sure to check out our FB Uncovered course. It may currently be closed but you can get on the waiting list. We open it up for short amounts of time to only get a certain number of people in and then close it off to make sure everyone is set before re-opening again. Some more slots will be opening again shortly.
Please ask any questions or add any additional suggestions to the comments below. Let’s have an awesome discussion about this stuff because I can’t get enough of it!