Section 24 - Facebook Ads

Digital Marketing course
Section 24 – Facebook ads

Facebook ads Introduction
Meta optimises ads for you if you have an excellent ad campaign A LOT of opportunity available in
Facebook.
Facebook ads campaign

Types of campaign objectives:
 Awareness
 Traffic
 Engagement
 Leads
 App promo
 Sales
These choices are not as important as you can pick an option and optimise another campaign but
ideally the main campaign should be sales (use the 3-2-2 strategy). Campaign name should be
relevant to what you are offering in your service
Structure of Facebook Ads

3-2-2 Method
Works hierarchically
Advantage campaign budget

Daily budget: Budget daily – spend more or less depending on ads performance calculated per week
not day this is optimised automatically by Facebook
Lifetime budget: one time budget (disadvantage Facebook could use the whole budget in one day)
Recommended: Daily budget start low and check it
Campaign bid strategy – Highest volume (recommended)
Install Meta Pixel

Is used to track your ads if they are doing well or not.
Audience
Options:
 Custom audience
 Location: Consumer friendly English-speaking countries: UK USA Australia Canada Ireland
New Zealand. Digital product the country is not as important, so these 6 countries are
recommended.
 Age: Recommended to not it
 Gender: All genders
 Detailed targeting: digital marketing (targeting people who are interested in this niche).
Don’t limit this to one targeting as Facebook eventually removes them when it comes to
targeting. Therefore, best not to use them as the course recommends. Higher number of
audience members will be scaled at this point.
 Keeping it broad allows massive scalability and more exposure
Having attractive ads and a winning offer in combination with a broad audience in the big 6 will lead
to a successful ad revenue campaign.
Placements – where do you want your ads to be shown

Advantage plus placements (recommended) : Asking FB to do it themselves as their algorithm will
help them target the ads to the target audience. Save times and costs.
Ad set setup – ADD 3 images or videos

DCT #1 – Dynamic creative testing 1 add this to the winner’s section – prototype to check what ad
strategy or campaign will work the best.
1. Campaign name
2. Ad Set
3. Ad design
Ad setup (3-2-2 strategy)
Manual upload – Single Image or video (3 IMAGES or 3 VIDEOS) – multi-advertiser ads
Create vertical videos/images – much more effective.
Make sure to verify Instagram account – so Instagram ads can be done as well
Add 2 Primary texts and headlines (3-2-2 strategy) (2 Primary texts and 2 Headlines)
- Use FB Ad library to model similar ads primary and headline text – model the most
successful ads
- Use filters – Active ads and ads that are 6 months old minimum
- Don’t use the description section
Review and Publish

Important stats
Look at leads generated, and the amount spent if this is high FB believes that this image/video is
doing well and should be used. Look at the cost per result and the amount spend. Apply this same
strategy to primary text and headlines.
Let the ad campaign run for a week and see the results if there is no good results after 4-5 days then
delete the ad set
Find the winning creative the winning primary text and headline and STICK to that one this will be
part of the winners set
Extract winning ads

Find the winning ad in the DCT #1 and transfer this to the winning ad set section.
DCT with winners

Creating another DCT to check if it can compete well with the winning ads that was created
Create a word document with the various winning primary texts and headlines.
Use 3 new creatives 1 new primary text 1 winning primary text and 1 new headline and 1 winning
headline
Each new test will contain:
1. 3 new creatives
2. Winning primary text and testing it against a new primary text
3. Winning headline testing against a new headline
To succeed – winning offer + attractive ads
Winning ads
1. Winning offer
2. Winning creatives
Testing is the main thing and always spy on competitors that are realising similar ads
Creatives (VIDEO)
- Each video has a unique hook material is similar

- Content should be the same
- Hook should be different
- Remind the audience to act (call to action) at the end of the video
Strategies
Problem and solution
Problem and solution should be direct and straight to the point address the issue that the person is
going through e.g., struggling to build a website?
And then offer a solution e.g., sign up and you will have access to our course etc
Them vs Us
Comparison between your product/service to another similar one does not specify the competitors
name as this is unethical and FB will remove it
Show that your service is better than theirs
Statistics
Use stats to show why your offer is the winning offer
1. Solution – use stats to show that your offer gives the audience a solution e.g., 90% of
everyone taking this course will have a website up and running within a day.
2. Positive reinforcements
3. Stats to showcase how they will benefit from this
Testimonials
92% of people read testimonials and reviews before making a purchase
95% say that testimonials and reviews influence their decision to purchase
Mention them in the ads etc through video or image form
Features point-out
- Pointing out the features of your product

- Feature – Part of the product or service
- Benefit – what good it does to the consumer
Benefits Overlay
Add a list of benefits from your service or product – keep it straight to the point and showcasing very
little information
Little information – creates questions to the consumer – likely to get through and maybe look at
your service in more detail.
Max 3 benefits
Founders story
Tell the viewer the story about the business and brand
1. Behind the scenes peak

2. Unique story to tell
3. Best doing it in video not image
4. Production quality can be high
5. Or can do a simple video using video panels and a voiceover
Unboxing
1. Receiving a product is exciting

2. Best for physical products
3. Work best in a user-generated content style
4. Videos mainly
Before and after
Before image or video of results of product or service
Some aren’t allowed on FB – weight loss and speaking directly to the customer
3 reasons why
Direct 3 biggest reasons on why they should get your product or service – in Image
3 step system in explaining the reasons of your service or products – in video

Audiences
Excluding ads to prevent same people from seeing it multiple times
Create a custom audience using your own source go on website – next – events –lead – retention –
30 days.
Banned Ads/Accounts
REVIEW request and follow the steps.
1. Banned words – beware of some/restricted words

2. Prohibited content – in course website
3. Personal attributes
4. Quickly appealing a rejected ad
5. Ad looks like a spam

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Digital Marketing course

Section 24 – Facebook ads

Facebook ads campaign

Structure of Facebook Ads

Advantage campaign budget

Recommended: Daily budget start low and check it

Campaign bid strategy – Highest volume (recommended)

Install Meta Pixel

Placements – where do you want your ads to be shown

Ad set setup – ADD 3 images or videos

Ad setup (3-2-2 strategy)

Manual upload – Single Image or video (3 IMAGES or 3 VIDEOS) – multi-advertiser ads

Create vertical videos/images – much more effective.

Review and Publish

Extract winning ads

DCT with winners

Each new test will contain:

To succeed – winning offer + attractive ads

- Each video has a unique hook material is similar

Show that your service is better than theirs

Use stats to show why your offer is the winning offer

92% of people read testimonials and reviews before making a purchase

Mention them in the ads etc through video or image form

- Pointing out the features of your product

1. Behind the scenes peak

1. Receiving a product is exciting

Before and after

Before image or video of results of product or service

3 step system in explaining the reasons of your service or products – in video

1. Banned words – beware of some/restricted words

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