Have you ever tried to advertise on Facebook, then lost money and thought this is too expensive or not for me? If that is you, there are a few basics you need to learn about Facebook advertising in general. This is the first in a 3-part series of posts all about how to set up profitable advertising on Facebook for your online course. There are a few main parts to it, which seem obvious, but at the same time can be difficult to implement if you don’t know what you are doing. You will more or less learn how to figure out which audiences are responding, which ads and headlines are working, then learn how to scale up your ad spend without risk.
Part 1: Setup, Pixel, Conversion
The first part is all about setting up your Facebook ads account, getting your pixel and your conversion tracking codes, then adding them to the right part in your funnel. By the end, you will have the infrastructure in place to let you see which ads & campaigns are working best.
Set up your Facebook ads account
You need a Facebook business page, so your ads can say “Sponsored by your business”. Just click on the Create new Facebook business page. Once you have that set up, just go to Facebook.com/adsmanager – now have a look around in there. I’m not going to go over much of the basics here, but Facebook Ads are structured as follows:
Campaigns: Overall objectives of ads
Adsets: Audiences and optimizations
Ads: Your creative (images/videos/text)
Grab your pixel code
Your pixel basically records what other Facebook users are doing when on your website. It’s a little bit of code you install in your website/funnel and it tracks any Facebook users it encounters. You need to go and create your own Facebook pixel, then install it in your funnels. It’s very simple – just click the main dropdown, click pixels and follow the instructions to create your pixel, then copy the code and paste into a notepad on your desktop. Then click continue.
Grab the conversion codes
Next up you’ll be asked if you want to create conversion tracking codes. You do want to create them because they will help you keep track of key metrics (measurements) in your campaigns. Get the following codes: “Purchase code”, “generate lead code”, “complete registration code”, “view content code” and “add to cart code”. Paste them to your notepad.
Add them to your funnels at the right places
OK so now go to your ClickFunnels account and open your webinar funnel and your launch funnel. In the settings section of each, add your pixel code to the Head Tracking code section. Next you will add tracking codes to the individual pages tracking code setting under footer tracking codes.
In the thank you page of the purchase (i.e. the membership account creation page) add your purchase tracking code. In the webinar-opt-in-thank-you page, add your generate lead code and in the launch-opt-in-thank-you page. In the webinar-opt-in-thank-you page, also add the complete registration code. Add your add-to-cart code on your cart page. Then add the view content code to your sales page on your webinar and video pages on your launch.
Task 1: Set up your ads account, add pixel to funnels and add conversion tracking
Go To 10000MEMBERS.com/Ads to view walkthroughs.
Part 2: Reporting Columns, 4 Stages, Naming Conventions
Next, we will go through the 4 stages of your Facebook ads – cold testing, cold conversion, warm and hot. We will give you a one-click import tool, so you can add all your campaigns with correct names into your Facebook ads account. You will learn about how to use good naming conventions in your ads and adsets so that you can keep track of what is going on.
Set up reporting columns inside Facebook
Go to your Ads Manager Campaigns Tab – on the Columns Dropdown: Delete all the metrics & Add in the relevant ones:
- amount spent,
- website purchases,
- cost per website purchase,
- website purchase ROAS,
- outbound CTR,
- CPC (Link),
- Link Clicks,
- Outbound Clicks,
- Landing Page Views,
- Website content views,
- website adds to cart,
- view cart page,
- website checkouts initiated,
- website adds of payment info,
- Video Watches at 25%/50%/75%/95%,
- 10-Second Video Views,
- Video average watch time,
- video percentage watched,
- cost per 10-second view,
- Relevance Score,
- positive feedback,
- negative feedback,
- Website leads,
- website registrations completed,
- post engagement,
- cost per post engagement,
– Click the Save button beside your custom settings and type “Main KPI’s” then set as default
Cold-testing, Cold-conversion, Warm, Hot
We have essentially 4 campaigns: cold testing, cold-conversion, warm and hot.
– Your Cold Testing & Cold Conversion campaigns will be for Anyone You Are initially Targeting. In these campaigns, you will be testing and refining your ad sets.
– Warm Audience = Anyone who has engaged with you on Facebook but not been on your site (liked a post, liked your page, watched a video…)
– Hot Audience = Anyone who has been on your site – this can be sub-divided into where they have been, e.g. on landing page, cart page, video page, webinar page…
Understand objectives of each campaign
The broad objectives of each campaign are as follows:
– COLD-TESTING: Grab Attention Give Value – just want engagement – click like or view a video etc…
– COLD-CONVERSION: Grab Attention & Give Value but get them to visit your opt-in page and opt in
– WARM: Convince They Need your solution – get them to your webinar or your launch. They still haven’t been on your site. Focus on customer benefits/ testimonials/ product benefits.
– HOT: Portray Proof Of Authority & FOMO: Focus on testimonials/ proof of authority/ benefits/ FOMO/ time limited
Naming conventions within your campaigns
For the sake of setting up your ad campaigns, it helps to have a convention for your naming (or some simple rules so you can easily see which are which). The way we do this is by using 1 for COLD TESTING 2 for COLD CONVERSION 3 for WARM and 4 for HOT. Then name the stage, then the objective in the campaign, then the name of the project and then the region.
For adsets we do almost the same except we add on the target audience code. For ads naming you can use the theme/tone/type – we will get into that later.
Task 2: Import Campaigns & Set Up Reporting Columns
Go To 10000MEMBERS.com/Ads to view walkthroughs
Part 3: 4 x 6 Campaign Setup
Next, you will learn about the 6 settings needed for adsets inside your campaigns with the handy acronym FAPDOC:
You need different FAPDOC settings for each of the 4 different campaign levels you have.
4 Campaigns Each Have Different Needs
In each campaign stage, your adsets have different needs for FAPDOC. Let’s go through these for each campaign level in groups: audience & placement, formats & optimizations, destination & creative. This is just a summary of what happens in each campaign and we will get into specifics later on about how to implement each of these. For now, just get the general idea of what happens!
(a) Audiences & Placements
COLD-TESTING Audiences: Broad Interests, Partner Categories, Lookalikes
COLD-CONVERSION Audiences: Use Winning Audiences
WARM CAMPAIGN Audiences: Viewed Video Ads, Clicked Ads, Liked Page, Engaged Any Way Excluding Funnel & Site Visitors
HOT CAMPAIGN Audiences: In Cart Page, In Sales Page, In Webinar, In Launch Pages, In Webinar Opt-in Page, In Launch Opt-in Page
For Cold Placements, use FB/Insta on desktop/mobile, For Warm & Hot Placements, use Automatic
(b) Formats & Optimization
Formats: All: Short Video/Slideshow/Carousel,
Warm: +Collection, Hot: +Static
“Optimization” for Cold-Testing : VV for 10-second, PPE for reach
“Optimization” for Cold-Conversion: Landing Page Views or Reach (if less than 50 conversions/week)
“Optimization” for Warm & Hot: 1 or 7 day post Click + View, VC or ATC, Impressions if small
(c) Destination & Creative
Destination for Cold Testing
- Engage only not trying to send anywhere
Destination for Hot, Warm & Cold Conversion:
- Sales Page / Webinar Optin / Webinar Replay / Launch Optin / Launch Videos
Creative for COLD: grab attention/give value
Creative for WARM: benefits/testimonials/convince
Creative for HOT: testimonials/authority/benefits/time
Task: Create Custom Audiences For Hot & Warm Campaigns
Go To 10000MEMBERS.com/Ads to view walkthroughs
Part 4: Set Up Your Cold-Testing Audiences
Next, you are going to learn how to create a good set of audiences for your initial Facebook ads in your COLD TESTING campaigns. You will learn good ways to apply targeting to find likely customers of your course. There are 3 methods here to create audiences with. Just be aware that according to my understanding of best practices for Cold Audiences, you want to start with audiences of at least 1 million.
Using Your Data
Firstly, you are going to create some testing audiences to roll your testing ads out to. I recommend you try some of the suggestions here and create about 10 audiences at first. You could start with 5 or you could start with 20 – it depends on your budget as you are going to need to spend about $10 per day testing each one. Go to Audience Insights. Under Pages, add your page then click on page likes on the right – if you have enough fans, you can see their mutual interests sorted by relevance. This can give you an idea of what to use when creating your audience. Next you can look at Page Affinities – go into some pages and like them. After you like them, look at the suggestions Facebook offers you and keep track. Next up, simply go to your fans pages and check out who they are following. Get as big a collection as possible – somewhere between 25-30 is probably enough, create a table for storing their likes and then record them. You may find some pages with big followings from your fans that you can use for targeting.
Audience Insights From Behaviours / Interests
So if you go to audience insights, select your desired location, then add interests and behaviors that correspond to your desired audience. Try to get a closely related audience using interests and behaviors with size of about 1 million plus. Then “Save As” – give it a name corresponding to these interests. Try using other influencers in your market as your interests, then you can create different adsets for each of these interests. When you are choosing interests, you need to try to use capitalized interests instead of lower case, as these will be interests confirmed by Facebook rather than likely interests. e.g. Use “Gary Vaynerchuk” rather than “gary vaynerchuk”.
If you already have an email list or you have a decent bit of pixel data, you can create some good lookalike audiences. These lookalikes are based on percentages. For example, if you upload an email list to Facebook, you can search for the 1% of people on Facebook that are most similar to the people on your list. That is a 1% lookalike. Similarly, when you create an audience based on your pixel, you can create a lookalike off that audience.
Task: Set Up Initial Saved & Custom Audiences For Testing
Go To 10000MEMBERS.com/Ads to view walkthroughs
- Identify Your Course Topic, The Problem It Solves & The Solution You Will Provide - January 28, 2019
- How To Create A Mass Movement For Your Online Course? - December 30, 2018
- Facebook Advertising For Online Courses (Part 1 of 3) - December 28, 2018
- Opt-in, Thank-You & Sales Page Scripts For Your Course Funnels - December 22, 2018
I am the founder of 10000 Members Grow Your Membership To 10000 Members. The reason I run this site is because I love helping course creators and membership site owners build a successful business. I do this through webinars, coaching, speaking, consulting and heading up the awesome community at 10000 Members.