DUPLICATING YOUR AD SETS
Once you’ve created one ad set with multiple ads, you’ll also want to create at least one more ad set with different targeting. To save money, though, you can wait to see how the ads in this ad set do first.
Let these ads run for a few days, see which image performs the best, and then create a duplicate of that ad. You can then split-test two versions of the ad copy against each other with the same image and see which copy performs the best. Before you start testing your audience, you’ll have the optimal image with the optimal copy.
Alternatively, you can add some more targeting groups.
Find your campaign in the Power Editor and select “Duplicate” at the top of the page. You’ll want to keep the same campaign so keep the status option checked. Hit “Create,” and you’ll see the new campaign with the word “Copy” in the title. Don’t retitle it yet; wait until you’ve finished with the targeting. That’s the only change you’re going to make in this ad set.
If you’re promoting a new brand, you won’t have any custom audiences yet, but you can add more interests and see who else might hit that Like button. As you add those interests, you’ll see the reach change. You can repeat this process with your other ad sets, creating more sets aimed at different interests. Remember, each ad set will contain multiple ads, so you’re getting a good spread and some valuable data.
When you’re ready, press “Review Changes” to see what you’ve changed, then hit “Continue” and check the Ads Manager again to make sure that all your ad sets are listed.
That’s it! Your Like campaign is up and running. You’re starting to see who likes your page the most, and you’re building your fan base.
There’s two different but related frameworks you need to understand before designing and building your Facebook funnel. In this chapter, we’ll cover one of the frameworks—Selling Systems—while in Chapters 14 and 15, we’ll cover the other framework—Facebook Flight Plan.
When describing a funnel, we also call it a Selling System. This may be semantics but the phrase sales funnel conjures up the image of a process working in isolation, where it’s more strategic to picture how your entire system works together to produce your desired end result.
That is a major problem with the selling system most businesses are using when advertising on Facebook. It’s very possible we unintentionally contributed to this problem in an earlier version of this book or perhaps in some of our earlier trainings.
If that is the case, we deeply apologize. You see, some of our initial most successful agency clients were information marketers and in our teachings, we were sharing what worked for them.
But the problem is, when it comes to interruption marketing, there’s NO one-fits-all solution. Yet most businesses advertising on Facebook are trying to follow a marketing model that was created and designed specifically for information marketers.
The good news is the vast majority of businesses advertising on Facebook fall into one or more of the three following Business Categories . . .
1.Retail, Local, and Service Businesses
2.eCommerce and Physical Products
3.Digital and Information Products (including SAAS companies)
The importance of recognizing the three different Business Categories is because they are very different in terms of what they offer, inventory requirements, pricing strategies, profit margins, frequency of purchase, competition, and costs of business—including rent, manufacturing, shipping and handling, etc.
On top of that, the three categories typically ask prospects to take a very different action as the next step in the customer journey. For example: compare downloading a cheat- sheet Vs signing up for a free chiropractic assessment Vs purchasing supplements online.
Think about the difference level of trust required before opting-in for a cheat-sheet Vs traveling across town for an appointment vs. pulling out your credit card and purchasing a $70 bottle of powder.
In this chapter, we’ll share with you the three best-selling systems for generating leads and customers on Facebook in each of the three different business categories.
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