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Facebook Ads BPM Method Coaching

This is Depesh and I’m going to take you through the setup of the 4 Funnel System. So, in the previous video, assuming you’ve seen them sequentially, you’d have seen the kind of typical account structure and funnel that I like to use with the four different levels were cold, warm, hot, and existing.

Where the cold audience is, you know they haven’t been seen in that before. Warm, is engaged. Hot is website visits.

And, existing is existing customersconvention so I know which part of the funnel that I’m looking at when I’m analyzing my campaign so, for the cold audience retargeting, here I put the level as well as the part of the funnel.

You can see further down what level, two, three, four, existing in the different naming conventions. I also like to include the objective at the area as well because, it just helps me to know which objective I’m looking at when I’m analyzing performance and looking across.

Because, there’ll be different performances that come through based on different parts of the funnel. Here, I will generally either put the type of product, whether it’s eCommerce or legion, et cetera . Or, I might just put the product itself with a category.

It’s just a naming different trades so, that I can, later on, look at my analysis and [inaudible 00:01:28] manager and pull the data by name. So, I might want to say pull me the data where campaign name equals cold and product equals x, for example. And, then I just like to put a country at the end as well.

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I like to, generally, split my campaigns by country, especially if they are larger. In some cases I will just kind of do a general worldwide campaign. That’s entirely up to you. The key thing here is just kind of noticing how I’m setting up my campaign structure based on the part of the funnel that I’m playing with as well.

Then kind of going down into warm, again, it’s kind of just looking at the different types of objectives

here. With the warm audience the challenge is that your audience size is dependent on the spend, are going to be that much smaller.

So, if your warm audience sizes are like in the small hundreds then just merge it within your cold campaign so, include your fans, et cetera, etcetera. It’s only worth really splitting out you engaged audience if you have creative room to play with, if you’ve got sizable audience.

So, for example, if you’re running a video views engagement campaign and you’ve got ten, fifty, people in there it’s probably not going to be a great use of your budget to re target those amount of people. If you’ve got hundreds and into the thousands, into your retargeting for video engagement then this is great.

And, this is a great setup as well.

One thing I will reference is these are my typical setups for objectives for you, it depends on your product, your creative, and what you’re using. When you’re looking at the graduation framework, which you’ll come to my preferences is to always use the Page First Engagement where possible.

There are some situations where I don’t, such as, if I’m doing app install or landing I might do my migration framework in those objectives. But, generally, I’m always running a Page First Engagement for testing and building up social proof as well.

The video views, the objective is fairly similar to the Page First Engagement but, you get a better preference for running videos there. And then, website conversion which would be my main kind of growth and money making campaign here. Now, going into the small audiences, you’ve got a couple of choices.

If you’ve got small audiences you’re not going to optimize so well for, purchases for example. So, there’s two ways of running this. If your audience size is small into hundreds or the thousands atraffic campaign can be a good way of just bringing people back into your site, especially if they’ve already engaged.

So, I would never run a trafficcampaign on a cold audience because it would just bring back really bad quality traffic. If they’re warmed up I might consider it, however, more than likely I would run a website conversion campaign optimized for landing page views. That is far more efficient for your spend than using the traffic objective. With traffic objective, what Facebook is doing is literally throwing people off of Facebook to your site. It doesn’t care if they even get there or not.

And, that’s probably not an ideal outcome for you. Whereas with website conversion, Facebook is handholding them from Facebook to your site and making sure they land on your page and, that is far more efficient for your growth as well.

Then I’m going to go into the hot audiences.

Typically, I would set up a website conversion campaign and maybe test against the traffic, as well. Now, the reason why I might consider a traffic campaign for my hot retargeting campaign is because at this stage if they’ve hit your cold ads potentially being warmed up to engagement ads and visited your site. And, let’s say they are [inaudible 00:05:08] abandonment, potential cus

tomers as well because, they are so super hot. I just want them back on the site. So, with a traffic campaign, you saying to Facebook I don’t care just send them all back to me, I want them back. And, you’re making the algorithm work less harder to find those people as well.

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So, especially for cold audiences it can work, however, the alternative is to again use website conversion and, maybe test running impressions, daily unique ridge, or landing page reviews.

But, really if you’re running whether it’s an info product, digital, or eCommerce, when you’re running a ebsite conversion objective on an audience that’s really where you’re bringing back a lot of people through your funnel and converting a lot more people as well.

So, you should be hitting Facebook’s ideal number of 50 conversions a week, if you’re not then you’re going to have to play around with your objectives and try to ge t more people to come through your funnel as well.

And then finally, into the bottom part of our funnel, existing customers. Again, it’s the same situation, you’re probably going to be limited by numbers.

Again, it depends on how much volume you’re pushing into your spend. Again, the preference would be website conversion to find people who are likely to buy again. Begin playing around with the objectives here as well. You could even do a video views campaign just to try and increase the reach especially knowing that this is a prime audience.

The final part, I just wanted to take you through is just to give you an example of a live view of how I use this setup. This is an eComm client where we’d been spending on testing, we’ve been developing video view campaigns, we’ve got our money maker doing website conversion, we’ve tested traffic campaign. We’re running predominately … Sorry, for our warm campaign we do the traffic test.

But predominately, we’re running our retargeting and you can see here we’ve done kind of a fairly even split of spend on the traffic and website conversion objectives for this client and, there’s been fluctuations but, on average the website conversion has performed slightly better. But, you know I get a lot of questions about how much should I put into testing and, to retargeting and, to cold, et cetera. When this account started the majority of spend was in the testing.

And actually, the test spend has gone up over time, it’s remained fairly static once we’re here at the point of growth. So, that 1,400, this is a 30 day period so, that 1,400 has remained about there or, thereabouts. Whereas the kind of spend on cold and targeting has really kind of picked up in that time frame so, as you start to increase your perspective budget and increase your retargeting naturally the percentage going into testing will drop.

But, really it’s about making sure you’ve got enough testing going on, you’re running the graduation strategy, you’re running your creative test what to push into your main campaigns and, just making sure you’re always testing. And, you know I played with budgets of $5.00, $10.00 a day just to give me some data to play with, whilst I’m working most of my time on my main campaign.

So, I wouldn’t be thinking about this as a target. You know, I must have three percent of my budget for testing because, you know if you’ve got $100.00 you’re spending a day, do you really want to spend $3.00 only on testing? That’s entirely your call but, I’d certainly say when you starting off your test budget is far higher as a percentage but, then it will start to dwindle. It’ll be minuscule as you start to hit 50k a month, 100k a month, 250k a month, that testing budget will be so, so tiny. So, don’t focus heavily on the percentages but, just kind of keep an eye out and make sure you are putting money to testing.

The retargeting is a budget which I base on frequency. What I want to make sure is, I’m hitting people as much as possible and retargeting but, not to much. It’s the kind of Goldilocks idea of getting the kind of middle ground between keeping the customers happy with not over hitting them with creative but, also making sure you’re maximizing your opportunity for the sale as well.

So, this I would be fluctuating the spend based on the feedback from increasing that frequency with more ads, maybe refreshing my creative, keeping in mind relevant score and, just making sure all my CPA comes in.

So for example, the goal here has been $25.00 for this particular client. We’re just slightly off by a dollar and, really you can see here there’s opportunity to maybe shift spend away from our traffic campaign to website conversion.

Here prospecting work isn’t too far off our main target we can do some optimizations here and because, these spends are so small they have a minimal impact on CPA as well. So, really what I would be doing is to try and balance my CPA as best as possible between getting as much budget into retargeting as possible but, not overreaching that as well.

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