For a long time, many people created Facebook Ads following the ‘interrupt’ marketing tactic. They designed their ads to appear and simply interrupt the consumer’s browsing experience in the hope of selling their product. This method doesn’t work anymore!
It’s time to discover how to create a Facebook Ads campaign for clients that not only works but leads to repeat sales too!
They say that to get different results you have to do things differently.
And although it sounds like a cliche phrase, it is true.
The key to earning by running Facebook Ads for your clients is to do the exact opposite of interrupt marketing.
When you create your campaigns, ad groups, and your ads from an ‘anti-disrupt marketing’ perspective, Facebook benefits you with high relevance scores, and as a consequence, you earn the following benefits:
- Cheaper Cost Per Click (CPC)
- Cheaper Cost Per Thousand Impressions (CPM)
- Cheaper Cost per Action (CPA)
- Higher CTRs
- Much higher range
- Cheaper ad spend
So, how do you do it?
Instead of employing interrupt marketing tactics that are now failing, you’re going to use a ‘relevance marketing’ approach.
The relevance marketing strategy follows a formula. If you apply this formula to your Facebook Ads strategy correctly, your campaigns will experience an incredible increase in results.
Understanding the formula
Before discussing the formula in detail, you need to redefine the way you view your future clients.
The formula is based on how you understand the relationship between buyer and seller, and is as follows:
- Value the time of clients, as much as they value it themselves.
- Strongly believe that future customers are not just wallets with legs.
- Believe that businesses need to make their future customers fall in love with their products, so they must create relationships with them instead of trying to close the sale at the first opportunity.
- Appreciate that experimentation is very important and must be used to validate or improve what your intuition says.
- Understand that not every potential customer wants to buy the product.
- Acknowledge that the prospect is probably not ready to buy today, but might be tomorrow.
- Understand that people do not want to interact with ads that interrupt.
The formula requires you to wait for the right moment when the potential customer will not be able to resist, rather than trying to rush them into a sale.
Here’s the step by step guide to building your perfect Facebook Ads campaign for clients.
Stage 1: create gifts
What is the objective of this stage?
The objective is to attract the attention of your future clients, and for that, you will not use simple ads, but you will use ads with hyper interesting free content.
Your intention at this stage is that your future clients do not feel compromised, you will give them free content and little by little you will guide them towards an increasing level of commitment.
How do you do this?
- Select the product or service that you want to sell
Your goal is to sell a product or service, and how you promote and sell it depends on the product itself.
Selling legal advice and selling cosmetic surgery is not the same, right?
The content, the way of selling it, and even the payment methods can be completely different.
So the first step of the formula is to define the product or service that you are going to sell.
- Create a piece of content
This should talk about the problem the product solves. Every product or service solves a problem. It can be a real problem such as curing an illness, but also a ‘superficial problem’, as luxury brands that solve ‘ego problems’ do very well.
In this step, you show a piece of content completely free and accessible to everyone.
This piece of content is the start of your funnel, so the more people who get to this content, the better for you.
What content format is used in this step?
Any type of content that can record the Facebook pixel; you can use:
- A normal article from a blog
- A step-by-step guide on your client’s website
- An infographic on your client’s website
- A video from their Facebook page
Who are you going to show this content to?
People who do not know the brand or product yet. This might be your client’s Facebook fans and subscribers who have not yet seen this content or bought the product that they want to sell.
Normally this type of traffic is known as cold traffic, and it is called that because it does not yet know your client or knows very little about them, therefore it trusts them very little.
What should this content talk about?
The content should talk about the problem that is directly or indirectly solved by your client’s product or service.
Some people are already aware of the problem they have and are looking to pay for the solution, but many people have not realized the problem.
The content is to make those who are already aware of the problem feel understood and to show the problem to people who don’t yet know they have it.
This stage is the one with the least commitment, the only thing that the person commits is a little of their time to consume this content.
At the end of this content, we can offer a lead magnet in case they want to go to a higher level of commitment at this time.
It is not the objective of this step, but if we can get prospects from here, much better.
From now on, each step is a stage of consciousness to advance to the next stage.
- Create your lead magnet
Now you must create higher-value content, normally this content talks about ‘what’ solves the problem described in the previous step.
You should give a lot of valuable information. At the end of the day you want to build trust, so earn it by giving a lot.
Curiously, the product or service solves the problem, but you are not going to offer it yet. Don’t be in a hurry, calm down, the reward will be worth the wait.
This content is private, and for the person to see it, they must reach a landing page where you will ask for a level of commitment greater than just their time, you will ask for their email through a subscription form.
This step has several objectives:
- Strengthen the relationship and increase trust
- Get the person’s email to continue communication
- Generate greater need by the person
Also, the lead magnet serves to bring the person to a higher level of knowledge about the problem and the solution.
This step also helps you to prepare the person to present your sales pitch to them.
Don’t skip this stage!
What content format is used in this step?
It can be a free email or video course, an e-book, or a PDF guide. These formats are the most common to use as a lead magnet.
Who are you going to show this content to?
It is important to know that you should only offer the lead magnet to the people who entered the awareness stage.
How do you deliver this content?
It is usually delivered with a link sent by email, and to do it automatically, you need an email marketing platform.
You can’t send this content one by one to each person who requests it; imagine that 50 prospects reach you a day!
You should automate the process and let the email marketing platform do it for you. You can use Convertkit.
Stage 2: Setting up the machinery
What is the objective of this stage?
The objective is to install the Facebook pixel and create personalized audiences and the campaigns that you will need.
You can create your Facebook Ads campaigns but don’t launch them until finishing Stage 3 of How to Manage Facebook Ads for your Clients.
- Install your Facebook pixel and Google Analytics in your content
Install the Facebook pixel.
You will need to install the Facebook pixel on your client’s website, blog, and landing pages.
Then you must configure a conversion of the type ‘lead’ on the thank you page of the lead magnet (the page where you will send the person who filled out the form).
Also, if customers will make payment online, you have to configure a conversion of the ‘buy’ type.
The benefits of having the Facebook pixel installed are many, but here are two:
- It lowers ad costs
- It helps you create custom audiences (you’ll use them in the next step)
There’s not much point in continuing with your campaigns if you don’t have the Facebook pixel installed.
Install Google Analytics
You should ensure that Google Analytics is installed on the website, blog, and landing pages you use.
This way you can better understand what people do when visiting the website.
- Create your custom audiences
What are custom audiences?
Custom audiences are groups of people who are Facebook users and who have consumed certain types of content, inside or outside of Facebook.
You should always create the following custom audiences as the basis of your Facebook Ads strategy:
- The landing page that talks about the product you want to sell (Stage 1, Step 1)
- The article or video of the first stage of consciousness (Stage 1, Step 2)
- The landing page of the lead magnet (Stage 1, Step 3)
- The lead magnet thank you page (Stage 1, Step 3)
- The payment confirmation page in case customers pay online or the thanks page if they schedule a free call, appointment or service
These personalized audiences are essential to follow a good Facebook Ads strategy and are the backbone of your strategy.
- Create your campaign to promote your article or video
In case your first awareness content is an article within a blog, you must create a traffic campaign (website clicks).
And if your first awareness content is a video, then you’ll need to do a video replay campaign.
This campaign should have several sets of ads separating 2 types of traffic:
- Cold Traffic: you will reach people who do not yet know your client’s brand through interests in detailed segmentation.
- Warm traffic: people who know your client very little, who have not visited the article, or have not seen the video and who have not bought the client’s product.
These people may be fans of your client’s Facebook page, visitors to their website, or an email in their database.
Recommendations for this type of campaign:
- Segment interests by themes
- Test your ad sets on a low budget (between $50 and $100 a day) and a short time (2-3 days). You want to know which ad sets give you better results.
- Make sure to exclude people who have already seen the article or the video. Do this with the Facebook pixel so as not to spend money in vain!
- The image of your ads must comply with the 20% text rule
- Check which segmentation worked best
Does it sound a little complicated?
It is normal, at first it can be overwhelming to understand all the concepts, but try doing the steps yourself, you will see that it is not so difficult.
- Create a campaign for the lead magnet
Now you are going to create a conversion campaign of the potential customer or lead type.
The advantage from this point on is that you no longer need to guess what type of interests you have to choose, and you will only make a set of ads.
In the segmentation, you will indicate that you only want to show the ad(s) for this campaign to the people who visited the article or video in the previous step.
Remember that you created a custom audience with this setting?
This is why the Facebook pixel is so important and why you must have it installed on the websites, blogs, and landing pages you use.
You should exclude people who have already reached the thank you page of this lead magnet in order not to spend money in vain.
This single ad set campaign will feature the lead magnet in the ad.
Remember that it is free content but that it is private and potential customers can only access it if they give you their email through the landing page form.
When they click on the ad, it will send them to this landing page.
You should also remember that you must create a thank you page where you must indicate to the Facebook pixel that a conversion of the potential customer type has been generated.
That thank you page can be used to request the person to do one of these actions:
- Share the lead magnet on their Twitter and Facebook
- Request a call with a sales representative
- If applicable, schedule an appointment to receive a free service
- Create a campaign to close the sale
The last campaign that you are going to create is now to engage the person completely.
In this campaign, you will not need to guess what type of interests you should choose either, and you will also only make a set of ads.
The targeting you will use will be the personalized audience that has already visited the lead magnet thank you page.
You want to close the sale, but it depends a lot on your sales methods, so the actions that the person can do at this point might be:
- Go to the payment page if your client collects payment online
- Schedule a call or appointment with a sales agent using a form
- Claim a free service when they visit your client’s physical store
Remember to exclude people who have already visited the online payment confirmation page or who have already filled out the form to schedule a free call, appointment, or service so that you do not spend money in vain.
Stage 3: Test that everything works
The objective of this stage is to check that everything is working.
- Test that your content works
Do not take too long at this stage, since you only need to do a last review that everything is working and aligned as you want it to work.
Reread your article or watch your video to check you did not miss any errors.
Check that your landing page, forms, and online payment feature (if applicable) work correctly.
- Check your Facebook pixel
Check that your Facebook pixel is properly installed and is correctly reporting conversions.
- Test your ads
You must prove that people reach the correct destination when they click on your ad. Errors happen, so test everything to avoid spending money foolishly.
- Activate your campaigns
Now that you have tried everything and corrected any errors that have come up, it is time to activate your Facebook Ads campaigns.
Stage 4: Scaling your Facebook Ads campaigns
In this last stage, you will review the results the campaigns are giving, you will raise the budget and seek to sell a second product to those who already bought from your client.
- Optimize ads
It is not yet time to forget about your campaigns and landing pages. In the days after launching them, it is necessary to review what results they are giving you.
Are you getting a low cost per click? Good CTR? Do you have the expected conversion rate?
Before growing your budget, it’s time to make the necessary adjustments, create new ads, or even create new ad sets.
- Increase the budget
Once your campaigns are delivering the results you expect, it’s time to increase the budget.
Don’t increase it sharply, it is better to increase it 10% or 15% a day to begin.
- It’s time to look to make a second sale
Your strategy is not over.
If a person already made the first purchase, your client likely has another product or service that also works for the same customer.
It depends on the line of business, but you can likely achieve a second sale.
You already have a large audience, and you also already have emails from many people.
You can start the funnel again, with the advantage that you no longer need to segment by interest.
How to divide our budget into the formula
Most people get lost on the budget issue. The most common error people make is dedicating 100% of the budget to a single Facebook Ads campaign, and that is not optimal.
Do you remember you did 3 campaigns?
You should divide your budget among the 3, but not in equal parts. Maybe something like this:
- 50% of the budget to the campaign to promote your article or video. Since this campaign is the one you will use to attract cold traffic, it is where you will invest the largest part of the budget because it is where you need to generate the most volume.
- 35% of the budget to the lead magnet campaign. At this stage you are going for all those who read your article or saw your video, as it is a smaller audience, you will need less budget than the previous campaign.
- 15% of the budget to the campaign to close the sale. In the last campaign, only the most qualified people will come to buy your client’s product or service. This means that it will no longer be necessary to use a large part of the budget. You will only use 15% of the budget for the campaign that helps you generate the closing of the sale, how curious, right?
Commonly, this type of strategy or formula is called a sales or conversion funnel, and the reason is that you start with a large audience and it grows smaller and better defined as each campaign progresses.
Why does this strategy work so well?
This strategy works very well for several reasons:
The main one is that instead of interrupting, it shows content relevant to a specific audience.
But also, it takes advantage of the technology that Facebook Ads offers you, automating much of the sales process.
Employ these 3 stages to build a Facebook Ads strategy for your clients that will be a winner for you and your clients!