Key Results

Setting sail in the vast ocean of Facebook advertising? Well, you’re not alone. 

In 2022, Facebook raked in a whopping $114 billion in ad revenue (Client Accelerators contributed to around $ 45 million of this that year), proving that countless businesses are casting their nets in these waters. 

But here’s the catch (pun intended): not every fisherman returns with a bountiful catch. 

Think of it like this…

Setting your Facebook ad budget is like planning a grand feast. You wouldn’t want to overspend on caviar and truffles only to realize your guests are vegetarians. Similarly, you wouldn’t want to underspend and leave your guests— or, in this case, potential customers—hungry for more. 

It’s all about finding that sweet spot where your budget is just right.

So, whether you’re a seasoned captain or a fresh-faced sailor embarking on your first advertising voyage, this comprehensive guide is your compass.

In this guide, you’re going to learn everything you need to know about budgeting with Facebook ads. From understanding the different budget types and modes to setting up an intricate tracking system in just a few simple steps, ultimately allowing you to strategically scale your ad spend for maximum return on your ad spend.

Ready? Let’s begin.

Facebook provides advertisers multiple ways to set their ad budgets, each designed to cater to different advertising needs and strategies. 

Here’s what you need to know about Facebook ad budget types:

Facebook offers two primary ways to set your ad budget: at the campaign level and the ad set level. 

This is a more centralized approach where you set a budget for the entire campaign. 

Facebook automatically distributes it across various ad sets to get the best results. This is particularly useful when you have multiple ad sets under a single campaign and trust Facebook’s algorithm to allocate the budget optimally.

Example: Imagine you’re launching a new product and have created three different ad sets targeting three distinct audience segments. By setting a campaign budget of $300, Facebook might allocate $100 to each ad set or distribute differently based on where it sees potential for better results.

This allows for more granular control. You allocate specific amounts to individual ad sets.

This is ideal when you want to ensure a particular ad set receives a fixed budget, regardless of its performance compared to others.

Example: Using the same product launch scenario, if you’re more interested in targeting one specific audience segment, you might allocate $150 to that ad set and $75 each to the other two.

Then comes your budgeting mode – daily or lifetime.

While both options offer flexibility, it’s essential to align your budgeting choice with your advertising goals to ensure maximum efficiency and return on investment.

Daily Budget

As the name suggests, this sets the maximum amount you’re willing to spend daily. It ensures that your ads run continuously, spending up to the specified amount each day.

For example, If you’re running a week-long campaign and set a daily budget of $20, your ads will spend up to $140 over the week.

Lifetime Budget

This is the total amount you’re willing to spend over the duration of an ad campaign. 

Facebook will pace the spending to ensure the budget lasts for the campaign’s entire duration.

For example, if you’re running a month-long campaign with a lifetime budget of $600, Facebook might spend more on specific days when your audience is more active and less on other days, but ultimately, it will only spend $600 by the end of that month.

To simplify these explanations, I’ve created a table so you can visualize how each of these budget types work. Feel free to screenshot this:

I’m sure you’d like to hear that budgeting is as simple as “spend $20 per day if you’re selling information products and $50 per day if you’re selling physical,” but unfortunately and fortunately, it’s not that straightforward.

The reason why I say ‘fortunately’ is because your Facebook ads budget will vary from industry to industry and offer to offer. 

This is good because your results are not limited by industry performance, and you can completely beat the industry control if you use your initiative. What might cost your industry $50 to achieve, you could achieve within $5, i.e., acquiring a customer.

To show you how let’s start by looking at the key metrics to guide your budgeting decisions so you can understand exactly what you’re aiming for when you start advertising:

In advertising, you see these terms thrown about everywhere you look. They’re not measured to complicate things but because they’re some of the most valuable metrics in advertising.

Let me explain.

Cost Per Click (CPC) – refers to the average cost you pay for each click on your ad

Imagine you’ve set up a lemonade stand. Whenever someone stops by and learns more about your lemonade, it’s like a click on your ad (it’s not guaranteeing a sale, but you’re getting a visitor).

Now, if you had to pay a small fee each time someone stopped at your lemonade stand, that fee would be your CPC. 

In media buying, CPC tells you how much, on average, you’re paying for each individual who clicks on your ad. If you’re selling a product worth $100 and your CPC is $1, you’d need to ensure that at least 1 in 100 clicks results in a sale to break even.

Cost per Thousand Impressions (CPM) –  represents the cost per 1,000 impressions, indicating how much you pay for every 1,000 people who see your ad

Let’s say that instead of paying for every time someone stops at your lemonade stand. 

You paid a fixed amount for every 1,000 people who passed by your stand, regardless of whether they stopped. 

That’s CPM for you. 

In the context of Facebook advertising and media buying as a whole, CPM tells you how much you’re paying for every 1,000 people who see your ad. It’s especially crucial for brand awareness campaigns where the goal is to be seen and recognized.

Aside from everything, understanding CPC and CPM is vital for budgeting decisions. 

If your CPC is high but conversion rates are low, you might be attracting the wrong audience, or your ad might not be compelling enough. 

On the other hand, a high CPM with low engagement rates might indicate that while many are seeing your ad, it’s not resonating with them. By monitoring these metrics, you can adjust your ad content, targeting, or placement to get the most out of every dollar spent.

Let’s turn things up a notch. 

CPC and CPM tell us about the quality of our traffic and ads. 

But Conversion Rate and ROAS indicate something even more important – the quality of our offer, the accuracy of our messaging, and the effectiveness of our funnel.

• Conversion Rate is the percentage of users who take a desired action after clicking on your ad. This could be giving you their email, adding your product to the cart, or, better yet, buying your offer.
• ROAS measures the revenue generated for every dollar spent on advertising. 

A high conversion rate indicates that your ad and landing page effectively drive desired actions and ROAS helps determine the profitability of your ad campaigns. 

A ROAS of 3:1 means you’re earning $3 for every $1 spent (the ultimate goal, right?).

If your conversion rate drops, it might indicate issues with your landing page or the relevance of your ad. Monitoring ROAS ensures you’re getting a positive return on your ad investment.

Regularly reviewing your campaigns, say every Friday, and evaluating their weekly performance is crucial. Making snap judgments based on daily fluctuations is like judging a book by its cover—you might miss the entire story inside.

Now, this data is not just going to end up in a neat email in your inbox every morning (I wish). 

Instead, you have to set up accurate reporting to measure these metrics. 

Let me show you how to do that:

Think of this as setting up your cockpit before a flight; having all instruments calibrated and in view ensures a smooth journey. 

Here’s a step-by-step guide to setting up the Reporting Dashboard inside your Ads Manager:

• This is your central hub for all ad activities. Ensure you’re familiar with its layout.

• This is typically found towards the top right of the page. By default, Facebook might show you the “Performance” view.

• This will open a menu with a wide range of metrics. 
• For a basic dashboard with all the essentials and more than enough to get rolling, consider adding the following metrics: Results, Reach, Frequency, Delivery, Ad Set Delivery, Amount Spent, CPC, CTR, Clicks, Cost Per Result, CPM, Budget, Bid Strategy

• You can drag and drop to prioritize the metrics you frequently track.

• Click the “Columns” dropdown again
• Select “Save as Preset” 
• Name it something like “Main Reporting Dashboard”

• This column provides a quick snapshot of your ad’s status, letting you know if it’s active, in the learning phase, or facing any issues.

• The Facebook Pixel is a piece of code you place on your website. It tracks user interactions, known as “events.”
• Standard events include actions like “Add to Cart,” “Purchase,” or “Lead”
• To set it up, go to the “Pixels” section under “Events Manager” 

• Follow the prompts to install the pixel on your website. Once installed, you can set up specific events to track.

It’s essential to note that Facebook Ads tracking isn’t always pinpoint accurate. 

There are instances where Facebook might underreport or overreport results. This discrepancy can lead to misguided advertising decisions, such as prematurely halting profitable campaigns or pouring money into underperforming ones.

To counteract this, consider integrating external tracking platforms like Hyros or Clickmagick. 

Screenshot inside Hyros

All of our clients spending over $10k per month on ads use Hyros due to its accuracy and scalability in tracking. We scaled one of our client’s ad spend to $2,952.90 per day using Hyros. 

These platforms offer more granular tracking and can provide a more accurate picture of your advertising efforts, especially when tracking across multiple platforms.

By setting up a comprehensive tracking dashboard and understanding the nuances of Facebook’s reporting, you’ll be better equipped to make informed decisions, ensuring your advertising efforts are efficient and effective.

One of the primary challenges many businesses face is understanding where their ad spend is going and what results it’s yielding. 

Take the case of Meg Tuohey, a renowned coach in the personal development space. When we began working with Meg, she was already achieving commendable results, but there was potential for exponential growth. 

The key? Accurate reporting and strategic budget allocation.

By implementing precise tracking mechanisms and focusing on key performance indicators, we can identify which campaigns are driving results and which ones need optimization.

For our client Meg Tuohey, this meant a deep dive into metrics like Cost Per Click (CPC), CTR (Clickthrough Rate), and most importantly, Return on Ad Spend (ROAS). 

By understanding these metrics in real-time, we could allocate the budget more effectively, ensuring that every dollar spent drives maximum results.

Our amazing client Meg Tuohey

With accurate reporting in place, the next step was to scale. 

But scaling doesn’t just mean increasing the budget; it means doing so strategically. For Meg, this involved testing different ad creatives, targeting broader audience segments, and continuously monitoring campaign performance.

In a short span, Meg Tuohey’s net profit skyrocketed from $92k to $336k a month. 

This incredible growth was not just due to increased ad spend but because of how the budget was allocated based on real-time data and insights.

For a more in-depth look at how we achieved these results, check out our detailed case study on how we scaled Meg Tuohey’s profit with Facebook ads.

While industry averages can serve as a useful benchmark, it’s essential to remember that these are just averages. With the right messaging and a compelling ad, you can potentially achieve better results than the industry norm.

The cost of Facebook Ads is determined by a blind auction system. In this system, numerous advertisers bid for ad placements to reach specific audiences. 

To ensure fairness, while advertisers can set any bid amount if they win the bid, they are charged only one cent more than the highest bid. 

For instance, if the highest bid for an ad spot is $1 and an advertiser bids $2, they will only be charged $1.01. 

This bidding system applies to all business models on the Facebook Ads platform, including CPM (Cost Per Mille or 1,000 impressions), CPC (Cost Per Click), and CPA (Cost Per Action).

Source: Business of Apps

Understanding these metrics and the factors influencing them is pivotal. Check this guide out for Facebook Ad Benchmarks for Your Industry (based on 2021 data).

It will help you make informed decisions about your advertising budget, ensuring you get the best value for your money, but remember, take this data with a pinch of salt.

By gauging the market and understanding the average CPA by industry, advertisers can set realistic budgets that align with their campaign objectives and desired outcomes.

And if you beat it, well, give yourself a pat on the back!

Step 1: Access Facebook Ads Manager

• Begin by navigating to your Facebook Ads Manager. 

Step 2: Create a New Campaign

• Click the green “+ Create” button.
• Choose your campaign objective based on your marketing goal (e.g., Brand Awareness, Traffic, Conversions).

Step 3: Understand Meta Advantage Campaigns

• Meta Advantage (Formerly known as CBO) allows Facebook to automatically distribute your campaign budget across ad sets to get the best results.
• To use Meta Advantage, toggle on “Meta Advantage” in the budget and schedule section.

Step 4: Set Your Campaign Budget

• Choose between a “Daily” or “Lifetime” budget.
• Enter your desired budget amount.

Step 5: Decide on Ad Set Budget (if not using CBO)

• If you’ve opted not to use CBO, you’ll set your budget at the ad set level.
• Navigate to the ad set level and enter your desired budget for each specific ad set.

Step 6: Review and Launch

• Once you’ve set your budget and configured all other campaign settings, review everything to ensure accuracy.
• Click the “Publish” button to launch your campaign.

Step 7: Monitor and Adjust

• Regularly check your Ads Manager to monitor the performance of your campaign.
• Based on the results, consider adjusting your budget to optimize for better outcomes.

Tip #1: Leverage Campaign Budget Optimization (CBO)

CBO, now known as Meta Advantage Campaigns, allows you to set a budget at the campaign level, and Facebook’s algorithm will distribute the budget across ad sets based on performance. 

This is especially useful for those new to Facebook advertising as it simplifies the process and reduces manual management. However, if you want more control over specific ad sets, consider setting your budget at the ad set level.

Tip #2: Start Small and Scale

This initial phase is crucial for understanding the nuances of your target audience, testing ad creatives, and gauging the overall response.

As you gather insights, you’ll identify strategies that resonate most with your audience, from the ad copy tone to the visual elements used.

But starting small doesn’t mean staying small. Once you have a clearer picture of what works, the next step is to scale your campaigns without compromising ROI. 

For a detailed guide on effectively scaling your Facebook ads without burning through your budget, check out our comprehensive article on how to scale Facebook ads. 

Tip #3: Use Data to Guide Your Decisions

Always rely on data to make informed decisions. 

Monitor key metrics such as Cost Per Click (CPC), Cost Per Thousand Impressions (CPM), Cost Per Action (CPA), Click-Through Rate (CTR), and ROAS (Return On Ad Spend). 

These metrics will give you a clear view of your ad’s performance and help you adjust your strategies accordingly.

Tip #4: Consider Your Position in the Sales Funnel

Allocate your budget based on where your ads fit in the sales funnel. 

For example, if your goal is brand awareness, you might allocate a different budget than ads targeting conversions. As a general rule, allocate a larger portion of your budget to ads that directly contribute to revenue in your business.

Remember, setting a Facebook Ads budget is not just about the amount you’re willing to spend but also about optimizing that spend for the best results. Regularly review and adjust your budget based on performance data and changing business goals.

Read this guide to set up a sales funnel that outperforms your competitors on Facebook ads.

Here are some of the best practices to optimize your Facebook ad spend based on years of experience running media buying for businesses across a wide range of industries and after managing over $150,000,000 in paid advertising:

Use the Facebook Pixel

The Facebook Pixel tracks user interactions on your website after clicking on your ad. This data is invaluable for retargeting, creating lookalike audiences, and tracking conversions.

How to Implement: Install the Facebook Pixel on your website. Once set up, you can track events like page views, add-to-cart actions, and purchases. This data allows you to retarget users based on their interactions with your site and, most importantly, measure the effectiveness of your ads.

Audience Targeting and Segmentation

Reaching the right audience is the foundation of any successful ad campaign. By segmenting your audience, you can tailor your message to resonate with specific groups, leading to higher engagement and conversion rates.

How to Implement: Use Facebook’s detailed targeting options to define your audience based on demographics, interests, behaviors, and more. Consider creating “Lookalike Audiences” based on your best-performing customer segments. Regularly review and refine your audience segments based on campaign performance.

Creative Variations and Ad Placements

Different audiences may respond differently to various ad creatives. By testing multiple variations, you can identify which resonates best with your target audience.

Also, where your ad appears (placement) can influence its performance.

How to Implement: Use Facebook’s Dynamic Creative feature to test multiple ad components like images, headlines, and CTAs. Monitor performance to identify the best-performing combinations. 

For placements, don’t just rely on automatic placements. Test ads on Facebook News Feed, Instagram Stories, Audience Network, etc., and allocate more budget to the best-performing placements.

Monitoring and Adjusting Your Budget

What works today might not work tomorrow. Regularly monitoring your ad performance ensures you’re not wasting money on underperforming ads.

How to Implement: Set aside specific times (daily, weekly, or bi-weekly) to review your ad performance in Facebook Ads Manager. If specific campaigns or ad sets are underperforming, consider pausing them or adjusting the budget. Alternatively, if some ads are performing exceptionally well, consider increasing their budget.

Optimize for Ad Delivery

Facebook offers various ad delivery optimization options, such as conversions, link clicks, and impressions. Choosing the right one ensures your ads are shown to users most likely to take your desired action.

How to Implement: Align your ad delivery optimization with your campaign goal. For example, if your goal is website conversions, optimize for conversions. This tells Facebook to show your ads to users most likely to convert.

How much should a beginner spend on Facebook ads?

For beginners, it’s advisable to start with a modest budget, between $5 to $20 per day, allowing for testing and learning without significant financial risk.

What is the average cost of a Facebook ad?

The average cost varies based on factors like industry, audience, and ad placement, but in 2021, the average CPC (Cost Per Click) was around $0.44, and the average CPM (Cost Per 1,000 views) was $14.9.

Can I change my Facebook ad budget after launching a campaign?

Yes, you can adjust your Facebook ad budget after launching a campaign. However, frequent changes might reset the ad’s learning phase, potentially affecting its performance.

Setting the right budget for your Facebook ads is more than just crunching numbers – it’s an art that balances strategy, market insights, and data-driven decisions. 

In the vast ocean of Facebook advertising, navigating the waters with precision can be the difference between a bountiful catch and coming up empty-handed.

But what if you had seasoned navigators guiding your ship?

That’s where we come in!

Book your free consultation with us, and together, we’ll chart a course that maximizes your return on investment.

With Client Accelerators guiding your voyage, you’re not just allocating a budget – you’re strategically investing in results that make you proud. 

Getting started on your first CBO campaign (now rebranded to Meta Advantage Campaign) on Meta can be overwhelming. However, equipped with the right knowledge and understanding, you can run a successful CBO campaign that yields results beyond your imagination.

At Client Accelerators, we manage over $3 million a month in ad spend for our clients across various industries and verticals. We ranked #207 on the Inc 5000 – Fastest Growing Private Companies List in 2022, so rest assured, we speak from experience.

In this article, I’m going to show you step-by-step, without taking any shortcuts, how to run your first profitable CBO/Meta Advantage campaign on Meta ads. 

That’s not all…

I’m also going to share a recent case study with you where we helped one of our clients scale to $21,000 net profit per week using CBO – from how we formed this strategy to why we used it and why it worked so successfully.

But before I do, let’s ensure you understand exactly what CBO (Meta Advantage Campaigns) is and how it works.

Meta Advantage Campaigns, formerly known as CBO, can feel daunting. But with our proven strategies and a touch of patience, you’ll soon be wielding this tool like a pro.

In simpler terms, think of the Meta Advantage Campaign (CBO) as an evolved budgeting approach. Instead of painstakingly allocating funds to every audience, you set an overarching budget. 

From there, Meta’s algorithm adjusts spending across ad sets based on real-time performance. It’s optimization, redefined.

By setting a global budget for your campaign, you entrust Meta’s seasoned algorithm to manage the distribution. 

The primary goal? To transition smoothly from the learning phase and ensure your ads find their mark with efficiency. This translates to achieving optimal ROAS, ensuring every dollar is put to its best use.

Imagine CBO as an automatic car and standard campaigns as manual. 

With CBO, cruising is smoother and easier, but the traditional stick shift (standard campaigns) gives you more control. It’s like deciding between a cappuccino and a latte – both have coffee, but the experience differs. If you like to clutch the reins, ABO might be your jam. 

But if you’re more “chill and thrill”, let CBO take the wheel.

Do you trust the wisdom of algorithms? If you’re nodding, then CBO is your go-to mate. 

Especially if you’re juggling ad groups like a circus pro and want your dollar to work the hardest. But remember, CBO demands a certain daily tribute. 

So, if you’re pinching pennies, weigh your options. 

Because, as we say at Client Accelerators, it’s not about spending more. It’s about spending smart.

Campaign Budget Optimization (CBO) was introduced by Facebook (now Meta) in November 2017. It was introduced as a solution to a couple of key challenges advertisers faced:

Before CBO, advertisers had to manually adjust budgets across multiple ad sets to optimize for the best performance. This manual process was often time-consuming and relied on constant monitoring to ensure the campaign budget was spent efficiently. 

CBO turned this process upside down. 

Facebook’s algorithms automatically distribute a campaign’s budget in real-time to the highest-performing ad sets, which can lead to better results with less manual effort.

The underlying idea behind CBO is to leverage Facebook’s vast data and machine-learning capabilities to get the most value out of an advertiser’s budget. By allowing the system to allocate budget based on real-time performance data, advertisers can potentially achieve better outcomes, be it more conversions, higher reach, or any other objective.

With traditional ad set level budgeting, advertisers had to juggle multiple budgets, and any scaling or optimization effort was done ad set by ad set. CBO simplified this by centralizing the budget on the campaign level, making it easier for advertisers, especially those managing multiple campaigns, to handle their budgets.

By consolidating spend and optimizing across ad sets; campaigns can often gather data faster and help ad sets exit the learning phase more quickly. This means the ad delivery system can more rapidly optimize for better performance.

The logic behind this is simple. 

By letting Meta decide where to dedicate your budget based on adset performance, you can spend faster on the better-performing adsets, resulting in more conversion, ultimately leading to your escape from the ‘learning phase’.

User behavior and platform dynamics can change rapidly. 

By automating budget allocation based on real-time data, CBO ensures that ad spend reacts dynamically to these changes, giving ads the best chance to perform at any given moment.

In essence, Meta introduced CBO to harness the power of its machine learning capabilities, simplify the ad management process, and drive better, more efficient results for advertisers.

When it comes to managing your marketing budget effectively, Meta Advantage Campaign (Formerly CBO) can be a game-changer. 

However, just like any other strategy, CBO has its own advantages and disadvantages. Understanding these aspects can help you make informed decisions about whether or not to use CBO for your campaigns.

When CBO Works Best

It’s not safe to say that CBO is the end-all, be-all but it most definitely has transformed advertising on Meta. Let’s take a look at when you should leverage CBO in your advertising:

Varied Ad Sets

CBO shines when there’s diversity in your ad sets, as it can then learn and allocate budget to the most effective ones. So if you are running 2 adsets or more, you should consider CBO.

Sufficient Budget

If you’re working with a sizable budget, CBO can efficiently spread it across ad sets, allowing the algorithm enough data to make informed decisions. On larger budgets, across multiple adsets, it can become difficult deciding which adsets to spend more money on. CBO saves you from your own emotions and logic and decides for you.

Broad Objectives

When your campaign’s goal is more general, like brand awareness or reach, CBO can dynamically allocate your budget to tap into various audience segments.

Time Constraints

For advertisers pressed for time, CBO reduces the need for frequent manual adjustments, thus streamlining campaign management.

Testing Phases

If you’re exploring new audience segments or creatives, CBO can help you understand which ones resonate best without manual intervention.

As I mentioned earlier, CBO is not necessarily for everyone. Here’s why:

Tight Control Needed

For campaigns where precise budgeting for specific audiences and goals is essential, CBO might relinquish too much control to the algorithm.

Limited Ad Sets

With only one or very few ad sets, CBO doesn’t have enough variation to optimize budget distribution effectively. Although CBO works on two adsets or more, it’s most effective across multiple ad sets with the same goal.

Niche Objectives

If your campaign targets a very specific niche or has unique KPIs, the broad strokes of CBO might not be as effective.

Smaller Budgets

For minimal budgets, CBO might spread funds too thin across ad sets, potentially limiting the depth of engagement with any one audience.

Alternatives To CBO

Although CBO is one of the best ways to run your ad campaigns, it’s not the only way and most definitely not always a good fit for your goals. Here’s your alternatives:

ABO (Ad Set Budget Optimization)

This is the traditional way of setting budgets at the ad set level. It allows for manual control and precision in allocating funds to specific audiences or strategies.

Mixed Approach

What we like to do is blend CBO and ABO within our campaigns, using CBO for broader objectives and ABO for more targeted efforts.

Rule-based Automations

Utilize Facebook’s own automated rules to adjust budgets and bids based on predefined criteria, combining automation with specific goals.

While CBO offers automation and can be a powerful tool, it’s essential to understand its best applications. Depending on your campaign’s objectives and constraints, a hybrid approach or alternative methods might be more appropriate.

Firstly, let me clarify that there’s no “secret” to running CBO campaigns successfully. 

And for that matter, there’s not really any secrets to advertising.

It all comes down to data, which we have a lot of and this creates ‘best practices’ which are what we’re sharing with you today.

Let’s start by dissecting a Meta campaign, and then we’ll go through the step-by-step process of actually creating your CBO campaign inside the Ads Manager.

Your bid strategy is like your CBO campaign’s pacemaker. It sets the rhythm. And just like in a dance-off, if you get the rhythm wrong, you ain’t winning any trophies.

With Meta’s Ads Manager, you can sift through an array of bid strategies. Whether it’s cap bidding or other options, your choice should sync with your endgame.

With CBO, while the budget distribution across ad sets is automated, the bid strategy still plays a pivotal role in influencing each ad set’s auction competitiveness.

Lowest Cost: Formerly known as “automatic bidding,” this strategy bids with the goal of getting you the most results at the lowest cost. Within a CBO campaign, using the Lowest Cost strategy gives the algorithm maximum flexibility. It will allocate budget and bid amounts dynamically based on real-time performance, often leading to cost-efficient results.

Target Cost (for App Install or Conversion Objectives): This strategy aims to achieve a stable average cost close to the target cost you set. When used with CBO, the system will prioritize ad sets that are meeting or approaching the target cost, potentially leading to more predictable costs but potentially sacrificing volume.

Cost Cap & Bid Cap: These strategies set a maximum limit on your bid or average cost. CBO can influence how aggressively the budget is allocated to specific ad sets. For instance, an ad set with a low bid cap might receive less budget if its auction competitiveness is diminished by the cap.

It’s essential to note that the relationship between bid strategies and CBO is dynamic. 

The algorithm continuously evaluates the performance of ad sets based on the chosen bid strategy, adjusting budget distribution in real-time.

Imagine you’re planning a week-long Vegas trip. 

You decide you have $700 for the whole escapade – that’s your ‘lifetime budget.’ It would be wise to think, “I should limit myself to $100 a day to make the most of the week,” right? 

That’s your ‘daily budget.’

But let’s spice things up Vegas-style. On the first night, you hit a hot streak and decide to splurge $150. Exciting, no doubt! But to ensure you don’t run out of funds before the trip ends, you’ll want to scale back and spend maybe just $85 the next day. 

This is exactly how Meta’s CBO operates with a daily budget. Some days, it might spend a little more if it sees a potential return, but it’ll compensate by spending a little less on other days to keep the average spend in check.

You must understand these fluctuations and trust the system to level things out over the duration you’ve set. Just like in Vegas, it’s about playing smart and knowing when to go big and when to hold back!

Your CBO’s success leans heavily on your audience. It’s like throwing a party – your guest list can make it a hit or a…well, not-so-much-of-a-hit.

Imagine your favorite bands. 

Now, split your tested audiences into two mega-groups (let’s call them ‘Super Groups’): one that loves Pop (interests) and another that’s all about Rock (lookalikes). Then, for good measure, throw in an Indie group—a broader demographic to keep the vibe interesting. 

This mix lets Meta’s DJ-ing algorithm play the right tunes to keep the party hopping.

This is like choosing the menu for a dinner party. Will it be steak, vegan, or gluten-free? Your choices define the experience.

Did you know? Based on 2021 data, campaigns optimized for ‘landing page views’ had a 15% better conversion rate compared to those going for ‘link clicks.’ It’s like the difference between a gourmet burger and fast food. 

Both can be tasty, but one just hits different.

Even with all of CBO’s fancy automation, your ad’s look and message ultimately decide whether you’re laughing or crying while walking to the bank.

Struggling between auto placements and manual? Let’s settle this. 

It’s like asking if you should let a chef choose your meal or do it yourself. Trust the chef (in this case, Meta’s algorithm). They’ve cooked more meals than you’ve had hot dinners. But, this is a big BUT; if you’re going the bid cap route, don’t be a cheapskate. 

An ultra-low bid might give your ad the visibility of a needle in a haystack.

And there you have it! Your cheat sheet to rocking a CBO campaign.

Ok, I had a little too much fun explaining those concepts. Now it’s crunch time. Let me show you step-by-step how to create and launch your first CBO campaign:

1. Log into Ads Manager

• First things first, head over to your Meta Ads Manager. If you haven’t set one up, you’ll need to create an account.

2. Select ‘Create’ 

• Click the ‘Create’ button to start a new campaign.

3. Choose Your Objective

• Depending on what you want your ad to achieve (e.g., website visits, conversions, brand awareness), select the most appropriate campaign objective.

4. Activate CBO

• In the ‘Budget & Schedule’ section, you’ll see an option for ‘Campaign Budget Optimization’. Turn this on. This tells Meta to automatically distribute your budget across ad sets for the best results.

5. Set Your Budget

• Daily Budget: This is the average amount you want Meta to spend daily.
• Lifetime Budget: If you opt for this, specify the total amount you want to spend over the duration of the campaign.

6. Ad Creation

• Format: Choose from options like single image, video, carousel, slideshow, etc.
• Media: Upload your images or videos.
• Text & Links: Add your headline, primary text, description, and URL. Ensure your message is clear and aligned with your objective.
• Call to Action (CTA): Select a CTA button like ‘Shop Now’ or ‘Learn More’ that best suits your ad’s goal.
• Bid Strategy Selection: Decide your bid strategy based on your campaign’s goal. Remember, with CBO, the bid strategy you choose will apply at the campaign level for all ad sets.

7. Review and Launch

• Go over every aspect of your campaign to ensure everything’s set up correctly.
• Make sure your payment methods are in order.
• Click the ‘Submit’ or ‘Publish’ button to launch your CBO campaign.

8. Monitor Performance:

• Regularly check your campaign’s performance in the Ads Manager.
• Make adjustments as necessary based on performance data. For instance, if an ad set or creative isn’t performing well, consider pausing it or adjusting its audience.

Not so hard, is it? The real challenge is crafting the right ad image, ad copy, and offer. But since this is a guide on CBO, we won’t be discussing those factors. 

If you’re growing impatient and want to start advertising immediately without breaking the bank, feel free to book a free consultation with one of our advisors at Client Accelerators.

You’ve got AI working round-the-clock in CBO, not unlike a team of expert traders monitoring the stock market. Imagine overseeing a spend of over $1 million a month. I’ve seen how this AI zeroes in on real-time data, channeling the budget towards the ad sets that scream “winning horse.”

Bid Strategy Alignment

Picture this: You’re an artist with a palette full of colors. Each color is a potential bidding strategy. The masterpiece you want to create? That’s your campaign objective. Whether it’s vibrant audience engagement or subtle brand awareness shades, ensure your brush strokes (bidding strategy) match the picture in your mind.

Open the Gates, but Set Boundaries

Targeting? Broaden it out. But it’s not about going haywire. Think of it as inviting guests to a party. You want a good crowd, so you invite a variety of people. But, you don’t want party crashers. Set minimum boundaries to keep things under control.

Powerful Ad Sets

Ever found that golden recipe that everyone begs you to make at every gathering? Your best ad sets are just like that – your secret sauce. Harnessing their potential can change the game. Mix those golden ad sets judiciously; too many spices can muddle the taste.

Crystal-Clear Objectives

An unclear objective is like setting off on a voyage without a map. Even the smartest AI gets befuddled. Be laser-focused on what you want. Is it conversions? Brand awareness? Choose wisely, and watch the algorithm work its magic.

Lowest Cost Strategy First

Imagine entering a high-stakes poker game for the first time. Would you bet all your chips right away? Probably not. When diving into CBO, play it safe initially with the ‘lowest cost’ bid strategy. As you get a feel for the game, up the ante.

Pixel Precision

Think of the pixel as your campaign’s GPS. If it’s off by even a little, you might find yourself in the middle of nowhere. Ensuring its setup is precise helps navigate your campaign to the desired destination. A little extra time here saves a lot of directionless wandering later.

Remember, every tweak, every setting, every adjustment – it’s like tuning an instrument before a grand concert. Get it right, and the music you produce can be harmonious and mesmerizing.

Navigating the world of Campaign Budget Optimization can feel like deciphering a complex code. Here’s how you can understand and evaluate your CBO campaign performance, ensuring it’s aligned with your goals.

Understanding Key CBO Metrics

Return on Ad Spend (ROAS): A direct indicator of your ad’s profitability. 

Cost Per Action (CPA): Measures the cost of a specific action, like a purchase or sign-up. Obviously, the lower, the better.

Frequency: Monitors how often the same user sees your ad. A high frequency may indicate audience saturation.

Contextualizing Performance with External Factors

Sometimes, external events can influence your CBO campaign performance. For example, a major holiday might spike sales, or a website outage could deter potential customers.

This table can help you directly compare the performance metrics of different ad sets, identifying top-performers and areas of improvement. You’ll notice several insights:

Ad Set 3 is leading in terms of Return on Ad Spend (ROAS) at 4x, coupled with the lowest Cost Per Action (CPA) at $4. This suggests it’s the most cost-effective ad set.

Ad Set 2, although having fewer impressions than Ad Set 1, has a close Click count. However, its ROAS is lower, indicating that while its engagement is commendable, it’s not translating as effectively to meaningful outcomes (sales, sign-ups, etc.).

If you were purely optimizing for clicks or engagement, Ad Set 1 might appear as a potential top performer due to its 500 clicks. But when considering the CPA and ROAS, it’s not as efficient as Ad Set 3.

Consequently, it’s vital to avoid tunnel vision by focusing on a single metric. If you had solely optimized for the highest click count, you might have overlooked the overall efficiency and profitability of Ad Set 3, potentially scaling the wrong ad set.

• Monitor key metrics daily.
• Compare current performance to historical data.
• Assess external factors and their potential impact.
• Regularly review and adjust bid strategies.
• Check for audience overlap between ad sets.

With these tools and insights, you’re well on your way to mastering the evaluation of your CBO campaigns, ensuring that your advertising endeavors yield fruitful results.

Sign #1: Stellar Conversion Rates 

The heart of any online campaign is its conversion rate. When your CBO campaign is taking off, you’ll notice that your conversion rates, whether it’s sales, sign-ups, or any other action, are soaring. 

Heck, when your lead gen or sales are blowing up – you’ll know you’re doing something right!

Sign #2: Optimized Ad Spend 

A well-optimized CBO campaign ensures that every dollar you invest yields maximum returns. You might begin to notice that your campaign is spending less money on certain adsets and maximizing on others that are getting you the best results. 

It’s just like a well-tuned car; it gives optimum mileage without guzzling extra fuel.

Sign #3: Highly Engaged Audience 

A telltale sign of a great CBO campaign is a highly engaged audience. If you find more likes, shares, comments, and overall interactions, your campaign has reached the right audience and resonated with them. 

Sign #4: Positive Feedback and Reduced Negative Feedback

In the Meta environment, user feedback plays a pivotal role. A thriving CBO campaign will often witness increased positive feedback (people saving your post, sharing it, etc.) and reduced negative feedback (fewer hides, reports, or unlikes). It’s the same feeling you get when you improve your offer, start getting more testimonials and reduce complaints and refunds.

Sign #5: Expanding Reach within the Set Budget 

Great campaigns don’t just resonate with your core audience; they expand your brand’s horizons. If you see your campaign reaching newer demographics or geographies without you explicitly targeting them and all within your budget, it’s a good indication. 

Sign #6: Consistent Performance Across All Ad Sets 

Instead of one ad set dramatically outperforming the others, a well-optimized CBO campaign ensures each ad set performs to its fullest potential. 

Remember, while metrics and signs can guide you, always align your observations with your primary objectives and goals. Adjust and pivot as necessary, and soon, you’ll have a CBO campaign that your competitors envy!

Internet Profits, led by CEO and founder Dean Holland, has been sharing high-powered strategies to help clients generate more leads and significantly boost their profits. By 2011, Dean had already sold over half a million dollars worth of digital products and was actively sharing his techniques with entrepreneurs globally.

Client Accelerators collaborated with Internet Profits and implemented a three-phase scaling methodology that heavily depended on CBO.

Creative Testing: Keeping creatives fresh and relevant by using raw footage provided by Internet Profits. The team monitored the Key Performance Indicators (KPIs) and focused on the top-performing creatives.

Audience Testing: The goal was to find new audiences that hadn’t been targeted before, ensuring ads reached the right people.

CBO Scale Campaign: The best-performing ad sets and creatives were put into a Campaign Budget Optimization (CBO) campaign, allocating 80% of the budget to it. The remaining 20% was reserved for testing and developing new creatives.

And the results?

• • Achieved a profit of $267,700.30 in Q1 2023, translating to $21,000 a week.
  • Generated $533,461.66 in total revenue with 3,910 unique sales.
  • Cost per unique sale was $67.97, with an Average Order Value (AOV) of $136.44.
  • Q1 2023 profits exceeded Q4 2022 profits by $78,102.63.

By focusing on creative testing, audience targeting, and leveraging the power of CBO campaigns, Internet Profits saw significant growth in their profits. The strategies employed ensured that the ads stood out in a crowded marketplace, leading to impressive results.

Read the full case study here

The emphasis on structuring campaigns for TOFU, MOFU, and BOFU remains significant in traditional media buying. However, with CBO’s automation, do these distinctions still hold weight? Let’s dissect this.

In the world of CBO, the algorithm thrives on learning from interactions, making tweaks and adjustments for optimal performance. 

A well-structured campaign acts as a beacon, sending clearer signals to this algorithm. 

But there’s more. 

While CBO takes the reins in distributing the budget, having a clear distinction between funnel stages is essential to guarantee that every ad set receives the attention it truly deserves. 

And when it comes to testing and scaling, a well-organized approach is invaluable. It shines a spotlight on the top-performing segments, streamlining the process of scaling up or fine-tuning as needed.

TOFU Blueprint

Rather than broad awareness, TOFU in CBO should aim for high engagement to provide positive signals to the algorithm.

Target: Broad but relevant segments. CBO can then determine the subsets within these audiences that resonate most.

MOFU Blueprint

Instead of just relationship deepening, MOFU with CBO should prioritize actions like content shares, video views, or newsletter sign-ups. These actions signal interest and aid CBO optimization.

Target: Engaged non-converters. Retarget based on interactions to nudge them further.

BOFU Blueprint

Direct offers or testimonials work best here. Recognizing the high conversion potential, CBO might allocate more budget for these.

Target: Cart abandoners, website visitors (specific product pages), or those who engaged deeply with MOFU content.

While TOFU, MOFU, and BOFU distinctions exist, their objectives shift within CBO. It’s about aiding the algorithm and driving micro-conversions as much as the final sale. 

Ultimately, balance is key. 

While structure is essential, allow CBO the flexibility it needs to optimize across ad sets.

With CBO’s dynamic nature, it’s about evolving traditional strategies, ensuring the algorithm and the audience journey are harmoniously catered to.

When it comes to the Meta Advantage Campaign, many questions often arise. Here are the answers to some of the most frequently asked questions about CBO.

Question 1: How long does it take for CBO to stabilize performance? 

CBO typically requires a “learning phase” of several days to a week to stabilize and optimize performance. It’s advisable to allow at least 7 days without major changes to let the algorithm gather data and calibrate effectively.

Question 2: Will CBO re-enter the learning phase, or will other ad sets be affected if I make a significant edit to an ad set? 

When you make a significant change to an ad set within a CBO campaign, that specific ad set will re-enter the learning phase to adapt to the new settings. However, only the edited ad set goes through the learning phase again, not the others. 

Question 3: How does ad delivery and optimization affect the results of a CBO campaign?

Ad delivery and optimization directly influence the performance of a CBO campaign by determining how and to whom your ads are shown. By ensuring accurate ad delivery settings and optimization choices, CBO can effectively allocate your budget to the most promising ad sets, thereby maximizing returns and achieving campaign objectives.

CBO isn’t just a shiny new tool – it’s a powerful ally that streamlines your ad campaigns, enabling smarter budget distribution and data-driven decisions. No more labor-intensive tweaks; you can lean on the intelligence of Meta’s algorithm to do the heavy lifting. 

But imagine the heights you could reach if you paired this advanced optimization with expert insights. That’s where our team steps in.

Book your free consultation to fine-tune a CBO strategy that aligns seamlessly with your brand’s objectives.

With Client Accelerators by your side, you’re not just spending on ads – you’re investing in guaranteed results. Our dedicated media buyers dive deep into your ad analytics to enhance the KPIs crucial to your brand’s success.

No more settling for mediocre Facebook campaigns. 

Experience the synergy of human expertise and automated efficiency that CBO promises.

Partner with us, and we’ll redefine what a successful advertising campaign looks like for your brand. The next chapter in your Facebook CBO journey is just a click away – book your consultation, and let’s elevate your ad game to unprecedented heights.

Message matching is a crucial concept in the world of paid advertising. It refers to the practice of ensuring that the message conveyed in an advertisement is consistent with the message on the landing page that the ad links to. 

This consistency is key to improving the effectiveness of the ad and increasing the likelihood of conversions.

For coaches and consultants, message matching is especially important. These professionals often offer highly personalized services, and as such, their advertising needs to reflect that level of personalization. 

By ensuring that the message in an ad matches the message on the landing page, coaches and consultants can create a more seamless experience for potential clients, increasing the likelihood of those clients taking action.

The symptoms of having a poor message matching strategy include poor opt-in rates, expensive booked calls, and even a high cost per acquisition.

If you’re dealing with any of these problems, then we got your back because in today’s article we are going to go over the problems with a poor message matching strategy and how to improve so that you can increase your opt-in rates and even lower your cost per acquisition.

What is the problem with having a poor message matching strategy?

When there is a disconnect between the ad and the landing page, visitors are more likely to leave without taking any action. This can lead to poor conversion rates and wasted ad spend.

For coaches and consultants who rely on paid advertising to attract clients, message matching is crucial. If a coach or consultant is struggling with conversions from their paid ads, one potential issue may be a lack of message matching. 

For example, if the ad promises a free consultation, but the landing page does not mention a consultation at all, visitors may become confused and leave the page without taking any action.

Another potential issue with message matching is targeting. Coaches and consultants should ensure that their ads are being shown to the right audience. 

If the wrong audience is seeing the ad, they may not be interested in the offer, and the messaging may not resonate with them. This can lead to poor conversion rates and wasted ad spend.

Today we’ll discuss exactly what makes a message matching strategy “good” and 12 tips you can use to improve your own.

In the context of paid advertising, a “good” message match is one where the content of the ad and the landing page are consistent with each other and with the audience’s intent.

A message match is considered “good” if it meets the following criteria:

Relevance: The message match should be relevant to the audience’s intent. For example, if someone is in the market for “how to make money online,” the ad and landing page should focus on how to make money online and not on unrelated topics that don’t fulfill the viewer’s desire.

Consistency: The message match should be consistent throughout the ad and the landing page. This includes the headline, copy, images, and call-to-action. If the ad promises one thing but the landing page delivers another, the user is likely to bounce.

Clarity: The message match should be clear and easy to understand. The ad and landing page should use simple language and avoid jargon or technical terms that the user may not understand. We want our offers to be so simple to understand that even a sixth grader could get it. Here’s a hint at why.

Value Proposition: The message match should clearly communicate the value proposition of the offer. This includes the benefits of the product or service, any unique selling points, and any social proof or testimonials.

As you can see in the example illustrated above, the headline in the ad and the headline on the landing page are virtually identical to one another. Resulting in an above average opt in rate of 28.35% for this offer.

Along with the headlines, there are also familiar colors and a recognizable face which indicate to the user a pattern of recognition.

For coaches and consultants using paid advertising, a good message match is essential for converting leads into clients. By ensuring that their ads and landing pages are consistent and relevant, coaches and consultants can build trust with potential clients and increase the likelihood of a conversion.

Overall, a good message match is one that creates a much needed great first impression with a potential customer. At the end of the day, we’re creating relationships with our customers whether it be online or in person. An online relationship should be treated similarly to that of in person relationships.

1. Come up with a clear value proposition at each point in your funnel

Your value proposition should be the foundation of your message matching strategy. Make sure that your ad copy clearly communicates the value that you offer and how it solves your target audience’s pain points.

There are five different types of value propositions.

1. Productivity
2. Profitability
3. Image
4. Experience
5. Convenience

Appealing to one of these five will help you with building out your own. Think about your own product and which of these is most appealed to.

For example, if you have a lead magnet in the form of a free training you’re offering to get people to opt into your funnel, then this is how to think about the value proposition at each point in your funnel.

This is really important because ultimately there are different value propositions at each point in the funnel.

Ad to Landing Page

You’re going to have a different value proposition in your ad than you would on the free training where you’re looking to get people to book a call with your team.

Your funnel is a sequence of actions you’re looking for your users to take where each action requires a valuable proposition and call to action to get them to the next step.

The ad needs to sell people on going to the landing page and then the landing page needs to fulfill the promise sold on the ad.

Funnel to Booked Call

Once a user goes through the free training you’re offering, then there is a completely new value proposition being layered on.

“Hey, we’re glad you enjoyed the training. If you’re looking to really take your business to the next level, then you should book a call with our team.”

Obviously we don’t want users to just watch our free training and leave. The whole reason for setting up a sales funnel is to do just that. Get sales!

We all know this… However, we don’t all know the importance of measuring the strength of our value propositions at each point in our funnels because otherwise we’d all be getting the metrics we’re looking for and our businesses would be massively profitable.

2. Hone in on your brand identity

The root problem for ALL message mismatching issues is not having a clearly defined and laid out brand identity.

Think about it… What creates consistency in a person’s identity?

Values…

Morals…

Beliefs…

Philosophies…

The core things that shape these four things in people are our stories and experiences.

Well it’s the same exact thing with businesses and if we lay out the values, morals, beliefs, and philosophies that the business follows, then it becomes more like a person.

Our customers are more likely to trust a person than they are to trust a business. After all, they have been burned by so many.

Additionally, the results of doing this exercise are tenfold. Not only will it improve company culture, marketing effectiveness, but it will also allow you to create an incredibly succinct message matching strategy.

In following the same principles that create consistency in a person’s identity for your brand identity, you’ll also be able to create that consistency when it comes to your ad to your landing page.

3. Match your ad copy to your landing page

Once you come up with your brand identity, matching your ad copy to your landing page becomes much simpler. Let’s run through an example.

Our client mentioned above, Colin Dedely, is a military veteran and so some of his core values are discipline, integrity, and consistency.

Now that we know some of his core values, we can start shaping the tone of voice the copy should be written in.

Then, following our ad formulas and templates which you can learn more about here, we can begin the process of writing using frameworks which have proven to work for others but align it with his brand specifically.

The main thing here is that the client already has his funnel setup so the value proposition is already there and now we just need to convince the user to take action alongside conveying the consistency in the brand.

This is light work after writing copy for over 250 clients historically. Here is an example of one of his winning ads.

In this ad, you can clearly see multiple facets of his brand identity especially because it’s a video ad. The decorated military uniform, the walking desk, the samurai sword, all indicative of this man’s disciple.

The ad is also straight to the point. There is absolutely no fluff and each part of the ad is calculated just like Colin in his everyday life.

4. Use the same color scheme

This is branding 101 and a quick way you can get this set up for your own business is by using an eyedropper tool to basically pick up the color codes in your logo.

There are a bunch of different eyedropper tools you can use but this one can get you started.

Eyedropper Tool:

https://chrome.google.com/webstore/detail/eye-dropper/hmdcmlfkchdmnmnmheododdhjedfccka 

Once you get it installed, simply pull up an image of your logo and follow the instructions below.

Now that you have your logo pulled up, let’s use the eyedropper tool to pick up our exact brand colors we should be using moving forward.

Click ‘Pick color from web page’ to get your unique color codes.

Hover above the desired color and click on it. In this example, you can see that the color is #d12a45.

After you click on it, it will pop up in your chrome extension and you can copy and paste the code somewhere easily accessible so you don’t lose it!

Follow this protocol for the rest of the colors you have in your logo. If you only have one, then find some nice complimentary colors to the one you have.

Once you determine those, either by yourself or after consulting a brand expert, make sure to use them and keep them consistent moving forward!

It’s best to pick a couple of colors you’re going to use forever rather than change them week after week. You want consistency in your brand so people begin recognizing you by your colors alone.

Finally, when you have your color codes, you’ll be able to easily hand them off to anyone you work with in the future whether it be a paid ads agency, graphic designer, funnel builder, etc.

Each of the people you work with will have a clear understanding of the color scheme they need to be using in order to convey your brand.

5. Use the same imagery

Use imagery that is going to pull in your perfect customer. For example, if you’re selling to executive women making six figures per year, then you’re not going to want to use dogs and cats in your imagery.

Create images that are relevant to your audience and are also consistent with your brand.

Whenever we create image ads for our clients, we obsess over the profile of our client’s target audience and try to figure out what they would like to see.

Midjourney is actually a really great tool for this. Not only does it generate images for you very quickly but they are unique and very high quality.

As you can see in the example above, each one of these could be used for a Facebook ad and they would attract the woman we’re looking for.

6. Use the same fonts

As with your colors, it’s important to declare the font to use moving forward. You don’t have to just pick one either but the important thing here is again the consistency of usage.

For example, we use Poppins as our brand font because we like the look and it’s very versatile.

The font comes with all the weights we need for impactful and bold headlines all the way down to regular body text.

Find a font you like and stick with it! Just like with the colors and imagery, your target audience will begin picking up your scent and start to recognize you based on these factors alone.

7. Create customer success stories

Customer success stories are the cornerstone of effective marketing. They are also great to leverage for your message matching strategy.

The same way you’d come up with your own brand story, you can come up with individual customer success stories which you can use across all of your digital marketing channels.

The way we build our customer success stories is through using the following template.

Headline

Every good story needs a headline! Here are a few headline examples to inspire your ideas.

How We Grew Our 7-Figure Media Buying Ad Agency

High Ticket Offer Goes From Net Loss to $751,307 Net Profit in Five Months Using Facebook Ads

How We Scaled Meg Tuohey From $92k to $336k in Net Profit a Month With Facebook Ads

How We Scaled Russ Ruffino to $1.5 Million Dollars in Profit in the Past 12 Months Using YouTube Ads

The secret to a great headline is capturing the entire journey of the customer in the smallest amount of words possible.

Fascination Points

No customer success story is worth hearing about without the fascination points. This is where you take the main points in your story and turn them into bullet points your target audience would drool over.

Let’s take Meg Tuohey’s success story for example. In her story, there are a few key things that we did which helped her almost quadruple her net profit.

Well one key here is that we used “Net Profit” instead of “Revenue”. We know our target audience could care less about how much revenue someone made. It’s all about how much they actually took home.

The main strategies we used in her story was our lossless end to end tracking system, focusing on profit-maximizing indicators instead of vanity metrics, the sweet spot we used for audience targeting, and the scaling method we used to drastically increase their sales volume.

These were the key strategies we used and now we have to turn them into fascination points.

• The Lossless End To End Tracking System We Used To Increase Her Tracking Accuracy To 95%
• The Vanity Metrics She Was Focused On Which Ultimately Were Costing Her Hundreds of Thousands of Dollars in Profit
• The Sweet Spot Method We Used For Her Audience Targeting Strategy Which Drew Her Customer Avatar To Her Salespeople Like Bees To Honey
• The Four Phase Scaling Method We Used to Quadruple Their Sales Volume in Just 3 Months

You get the jist by now but in order to really pack a punch with our fascination points, we write 7x the amount of bullets we need to get the best one. For example, if we are looking to come up with 4 bullet points, then we’ll write a total of 28 bullet points to find the perfect 4 to use as our fascination points.

The Challenges

When you first started working with the customer, what were their challenges? In the Meg Touhey example, they had four challenges we identified upon auditing their ad accounts.

1. Tracking setup wasn’t properly configured
2. Audiences were too narrow
3. Their hooks contained too broad of a message
4. They were too focused on vanity metrics such as cost per booked call

Talk about each of the challenges the customer was facing to set the preface for the story and how you took them from Point A to Point B.

The Solutions

We want our solutions to be extremely thorough and detailed so the person hearing the story knows exactly how we overcame the challenges. We’ll be able to show someone how we knocked out these challenges 1 by 1 for this customer so they can see how we can do it for them.

The Results

What’s a story without a conclusion? We talked about where Meg Tuohey was with her results after we implemented our solutions. For this story it was around 160 sales, $624k per month in revenue, and $336k in net profit every month.

We created a quick snapshot of where she is at now and how she has evolved throughout the process.

8. Target the right audiences

Just like with Meg Tuohey’s customer success story, you want to make sure you’re targeting the right audiences which will bring in relevant viewers.

In order to find the sweet spot for her offer, we made sure that the interests we were targeting on Facebook were all relevant to her target audience and also big enough so that we could scale out the campaigns. 

We found interests which contained 2-3 million people and if they didn’t, then we would stack them until they did.

9. Test different ad variations

In order to find the messages that land the best with your audience, it’s important to test different ad variations. You can learn more about the exact structure we use to test ads by clicking here.

10. Optimize your landing page

After you determine your imagery, fonts, brand identity, and customer success stories, you’ll have all the tools you need to make major upgrades to your funnel content.

Before making any changes to your landing pages, we recommend baselining your current performance. Figure out what your current opt in rate is so that you can split test the changes you’d like to make.

We have our statistics people pulling data for all of our clients including the amount of people who clicked the ad and the amount of people who opt in. The opt-in rate then is calculated by opt-ins divided by page viewers.

The only stipulation to consider for NOT split testing your landing page is if it’s performing terribly and you need to find a better solution as soon as humanly possible.

11. Use retargeting to drive your message home

Retargeting can help improve message matching by delivering ads to users who have already expressed interest in your product or service. It is a great continuation of your message matching strategy.

If the average amount of touches it takes for a sales person to make a sale is 8, then imagine how many marketing touches it can take to get the same result!

Only about 3% of your market is actually ready to buy now. Does that mean to do everything you can to avoid the other 97%? Absolutely not.

With a good message matching strategy, your ads will serve like a series based upon the awareness of the audience you’re targeting.

12. Monitor your results using Hyros to determine what’s working the best

Monitoring your results is essential for improving message matching. Use analytics tools to track your ad performance and make adjustments as needed. Our favorite is Hyros which you can learn more about here.

By implementing these 12 tips, you can improve your own opt in rate as well as lower your cost per acquisition.

Message matching is a crucial aspect of any paid advertising campaign. It involves aligning the message in your ad with the message on your landing page. By doing so, you can improve your conversion rates and get more bang for your buck.

When it comes to paid advertising for coaches and consultants, message matching is especially important. These professionals often offer personalized services, and their ads should reflect that. By using the right message matching techniques, coaches and consultants can attract the right clients and increase their revenue.

It’s also important to consider the tone of your ad. Coaches and consultants should use a tone that reflects their personality and style. By doing so, they can attract clients who are a good fit for their services.

If you’re interested in getting help with your message-matching strategy, then book a call with our team. We’ve helped over 250 high-ticket coaches and consultants with implementing these strategies.

When it comes to marketing, the term “funnel” is often used to describe the journey a customer takes from initial awareness to making a purchase. The top of the funnel (TOFU) is the beginning of this journey where potential customers first become aware of your brand. It’s a crucial stage in the funnel as it’s where you capture the attention of your target audience and begin to build a relationship with them.

If you’re struggling with the awareness phase of your funnel and need tips to help with customer engagement, then focusing on top of funnel marketing could be the solution. Top of funnel marketing is all about creating brand awareness and generating interest in your product or service. By targeting potential customers who are unfamiliar with your brand, you can attract them to your website or social media channels and encourage them to learn more about what you have to offer.

In this article, we’ll explore what top of funnel marketing is and why it’s important for your business. We’ll also provide you with ten top of funnel marketing tactics to help you generate leads and improve your customer engagement. Whether you’re new to marketing or looking to improve your existing strategy, these tips will help you create effective top of funnel campaigns that drive results.

As marketers, we know that the awareness stage is the first step in the customer journey. It is the phase where potential customers first become aware of our brand, products, or services. However, getting their attention can be challenging, especially in today’s crowded digital landscape.

On top of that, we all know how important first impressions are! So we need to find the right balance between getting the right person’s attention and creating that good first impression.

Here are some tips to help you engage with potential customers during the awareness phase of your funnel:

One of the best ways to grab the attention of potential customers is by creating engaging content. This can be in the form of blog posts, videos, infographics, or social media posts. The key is to create content that is relevant, informative, and entertaining.

Once you’ve grabbed a user’s attention, engaging content helps to hold their interest. It keeps them focused on your message and prevents them from bouncing away to another page or ad. This is particularly important in the awareness phase, where you’re introducing potential customers to your brand.

Engaging content effectively conveys the value of your products or services. It highlights the benefits and solutions you offer to the user’s pain points or needs. By doing so, you not only create interest but also begin to build a case for why the user should choose your brand.

Take the Warehouse Ad we did with Russ Ruffino for example.

Another example to consider would be Tai Lopez’ “Here In My Garage” ad that went bonkers!

Social media is a powerful tool for reaching potential customers during the awareness phase. By creating a strong social media presence, we can engage with potential customers and build brand awareness. We can also use social media advertising to target specific audiences and increase our reach.

When running advertisement campaigns on social media, you’re going to have users who don’t click on your ad. What do they do instead? They visit your website or one of your social media channels.

If you don’t have a well built social media presence and content marketing strategy, then the likelihood of your converting those customers is very low.

We’re not saying you need to be posting 17 pieces of content every single day across all of your social media channels. Of course not!

But… If you posted once a week on your Facebook page and wrote about really interesting topics that your audience is interested in, then the likelihood of conversion would dramatically increase.

What gives a paid advertising agency the authority to talk about organic content?

It’s actually how we built our entire agency from 0 – 7 figures in just a couple of years.

We followed a very simple formula.

Get results for clients + Post about them = More clients

Here’s a post from our CEO & Founder’s Facebook page from back in 2020.

Did you know that there are millions of advertisers running campaigns on the same social media platforms as you?

According to Social Pilot, there are 10 million advertisers on Facebook alone with 2.11 billion reachable users. That’s a ratio of 211 people per advertiser.

In highly competitive industries or markets, having an eye-catching ad can be the difference between getting noticed and getting lost in the crowd. It helps your brand stand out and gives you a competitive edge.

Eye-catching ads tend to have higher CTRs. When users are drawn to an ad because of its visual appeal, they are more likely to click on it to learn more. A higher CTR not only improves the effectiveness of your campaign but can also result in lower advertising costs on platforms that factor CTR into their ad placements.

Take the warehouse ad that we showed you earlier with Russ Ruffino. A rise in CTR from 0.73% to 0.99% actually reduced his cost per click from $9.65 to $4.49. That’s almost half the price he was paying to get users to his funnel. Another factor to keep in mind is with this ad his cost per thousand impressions dropped from $70.57 with the ad on top to $44.55 with the ad on the bottom.

Our audience’s needs, interests, and behaviors evolve constantly. By understanding where they are at this moment, we can tailor our message to be relevant and relatable. This relevance makes our ads more likely to resonate and engage.

Our paid advertising campaigns should align with our audience’s current stage in the customer journey. In this case, they are just getting to know us and that first impression is crucial.

In order to get the best bang for our buck on the first impression, we want to take the most important elements we’d normally observe in an in-person interaction.

Let’s use an analogy of a boyfriend meeting his girlfriend’s parents for the first time to put this into perspective.

In our analogy of a boyfriend meeting his girlfriend’s parents, the “hook” becomes our warm greeting and introduction as we aim to set a positive tone for the visit. 

Holding attention is all about maintaining engaging conversation throughout the interaction, ensuring that the parents stay interested and involved, which is something we, as the boyfriend, need to do. 

The “call to action” at the end of the visit represents our sincere commitment to their daughter and our intention to build a loving and supportive relationship with her. 

We’re inviting the parents to embrace our role in her life, just as a well-crafted advertisement invites the audience to take a specific action. In this real-life interaction, we, as the boyfriend, focus on a friendly introduction, engaging conversation, and a heartfelt expression of commitment to achieve a successful outcome.

We also want to establish credibility with the parents by filling them in on the key accomplishments we’ve been accredited to over the years so they can get a snapshot of our work ethic and history. Just like we need to do as advertisers in order to get our viewers to know, like, and trust us.

These are the core elements of what makes really good top of funnel content across all platforms. The message just needs to be tailored and personalized so it performs on each one.

At the top of the marketing funnel, potential customers are just becoming aware of a brand or product. Top of funnel marketing is the process of creating brand awareness and attracting a large audience of potential customers. This is often done through a variety of channels, such as social media, paid advertising, content marketing, and search engine optimization.

The goal of top of funnel marketing is to generate leads and build a large audience of potential customers who are interested in a brand or product. At this stage, it’s important to create content that is informative, engaging, and relevant to the target audience. This can include blog posts, infographics, videos, and other types of content that are designed to educate and inform potential customers about a brand or product.

The two key metrics we measure in paid advertising marketing strategies are cost per thousand impressions and click-through rates. We are looking at these two questions:

• How much does it cost to get people to see our ads?
• How much does it cost to get people from our ad to our sales funnel?

Overall, top of funnel marketing is an essential part of any marketing strategy. By creating brand awareness and attracting a large audience of potential customers, brands can increase their visibility, generate leads, and build a strong foundation for future marketing efforts.

At the top of the funnel (TOFU), our goal is to attract and capture the attention of potential customers. Here are ten effective tactics we can use to generate leads and build awareness of our brand:

1. Facebook Ads – Image Ads: Image ads on Facebook are static visuals that appear in users’ news feeds or the right-hand column. They capture the audience’s attention through compelling imagery and concise copy.

2. Facebook Ads – Video Ads: Video ads on Facebook auto-play in users’ feeds. They are highly engaging and can tell a compelling brand story or showcase products/services.

3. Facebook Ads – Reel Ads: Like TikTok, Facebook has released its own short-styled content section to see TikTok-like videos. These short videos are highly engaging and can tell viewers about your brand in 15 seconds to a minute.

4. Search Ads – Brand Campaign: Brand campaign search ads appear at the top of search engine results pages (SERPs) when users search for your brand or related keywords. They reinforce brand recognition and direct users to your website.

5. Search Ads – Credibility Campaign: These search ads focus on building trust and credibility by showcasing awards, customer reviews, or certifications in the ad copy. They aim to establish authority and encourage clicks.

6. YouTube Ads – In-stream Videos: In-stream video ads appear before, during, or after YouTube videos. Users have the option to skip them after a few seconds, but advertisers only pay when the viewer watches a specific duration or engages with the ad.

7. YouTube Ads – Short Ads: As with Facebook and TikTok, YouTube has also rolled out its own native TikTok section on their platform. Advertisers can showcase their brand in a short duration of time here as well.

8. Instagram Ads – Image Ads: Image ads on Instagram are similar to Facebook image ads and appear in users’ feeds. They leverage visually appealing images to capture attention.

9. Instagram Ads – Video Ads: Video ads on Instagram use short videos to engage users in their feeds. They are similar to Facebook video ads but optimized for the Instagram audience.

10. Instagram Ads – Reel Ads: Just like with Facebook reels, Instagram reels, and YouTube shorts but featured on Instagram’s platform.

By using these top-of-funnel tactics, we can attract potential customers and start building relationships with them, setting the stage for a successful sales funnel.

At the top of the funnel, the goal is to attract potential customers and introduce them to your brand. This is where top-performing ads come into play. These ads are designed to capture the attention of your target audience and encourage them to take the next step in the buyer’s journey.

To improve your top of funnel marketing, we recommend trying out the following top-performing ad formats:

Callout Your Target Market

We effortlessly capture the attention of the right audience by scripting our ads with the correct callouts in the hook. You want to call out your target audience within the first 3-5 seconds of your advertisement. 

This means saying something like “Are you a coach, author, expert, or speaker?” or “Are you a coach or consultant making $10k or more per month?”.

This instantly sets the tone for this ad and lets the viewer know who this ad is for.

Credibility Statement

Now that you have your target audience hooked, you want to tell them who you are and why they should listen to you. 

Review your list of achievements and you say something like “My name is Russ and I’ve worked with over 3,500 coaches, authors, experts, and speakers. We’ve helped them produce a cumulative $1B in total revenue.”

It’s important to address the elephant in the room, which is, “Why is this guy or gal on my screen and who are they?”

Proof

They are hooked, they know who you are, and now it’s time to nail them with proof that you’ve accomplished the results they are looking to achieve in their own lives or businesses.

This way they know exactly what you’ve done and it steers your advertisement away from “this is what you should be doing” to “this is exactly what we’re doing”.

The distinction between these two frames is very important: 

One screams I’m desperate for leads. 

The other casually lays it out and says “Hey, here’s what we’re doing and we think it could help you too.”

Call To Action

After that, hit them with a call to action (CTA) and show them exactly where they are going to click and exactly what they will do on the next page.

Showing them exactly where they are going will not only get them familiar with the next page, but it will also set their expectations for what they’ll see on the next page.

More Proof

Then ideally you layer on even more proof to get them over the hump to take action. Saying something like “Brian went to the same page and took the same exact steps and now he’s doing over 7 figures a year.”

This will build up the notion that these tiny baby steps could actually mean helping them obtain the results they want to get in their lives.

Call To Action Again

Hit them with the call to action (CTA) again. You’re continuously building up on why it’s important they take action because that is the whole point of this ad.

We want to show them what we have to offer is more valuable than what they were just about to do.

Countdown Timer

Give them 10 seconds after the video with a countdown timer and some music.

Sometimes people are just intrigued to hear everything you have to say and those people make it all the way to the end of the ad.

You don’t want to miss these people because they are probably very interested in what you have to offer (or they just went to grab a snack). On a serious note, this is a very important part to include in your advertisement.

Here is an example of an ad we ran for Russ Ruffino from Clients On Demand which follows this exact structure.

If you’re ready to write a winning ad, here’s the template that we use:

Callout Your Target Market

We effortlessly capture the attention of the right audience by scripting our ads with the correct callouts in the hook.

You want to call out your target audience within the first 3-5 seconds of your advertisement.

This means saying something like “Being an executive woman is not easy.”

A sentence like this will instantly repel any men from watching your ad as well as any women who are earlier in their careers.

You’ll have executive women hooked (or whoever it is you’re trying to attract).

Calculated Story

Now that you have your target audience hooked, you want to tell a story about who you are and what you’ve been through that they can relate to.

This will include your own personal story about how you climbed into heaven from hell.

Talking about your pitfalls and the struggles that you had which your target market is also struggling with.

Epiphany Moment

There had to be that epiphany moment in your life where you realized that you were headed in the wrong direction.

What’s usually accompanied by this is called the Hero’s journey.

Throughout your hero’s journey, you had to overcome obstacles with perseverance and help from others.

Mass Desire Realization

After solving the problem personally, you realized that so many other people out there needed help with this as well.

And that’s why you are on their screen speaking to them at this moment in time.

Heaven Scenario

This is where you describe and relate to your customers in their current situation and let them know what is on the other side.

Describing to them the life they could have and creating that vision in their mind.

Call To Action

After that, hit them with a call to action (CTA) and show them exactly where they are going to click and exactly what they will do on the next page.

Showing them exactly where they are going will not only get them familiar with the next page but will also set their expectations for what they’ll see on the next page.

Proof

Then ideally you layer on proof to get them over the hump to take action.

Saying something like “My client, (Insert Name) went to the same page and took the same exact steps and now he’s (Insert Heaven Scenario Where Your Client Is).”

This will build up the notion that these tiny baby steps could actually mean helping them obtain the results they want to get in their lives.

Call To Action Again

Hit them with the call to action (CTA) again.

You’re continuously building up on why it’s important they take action because that is the whole point of this ad.

We want to show them what we have to offer is more valuable than what they were just about to do.

End Screen

Give them 10 seconds after the video with a countdown timer and some music.

Sometimes people are just intrigued to hear everything you have to say and those people make it all the way to the end of the ad.

You don’t want to miss these people because they are probably very interested in what you have to offer.

Here is an example of an ad we ran with Kate Byars following this exact formula.

We create our own top-of-funnel (TOFU) marketing strategy by carefully considering the information from this article. In the world of digital advertising and lead generation, TOFU is where we begin building relationships with potential customers. Here’s how we formulate our TOFU strategy:

First, we identify and define our target audience. We understand that at the top of the funnel, potential customers are just becoming aware of our brand or product. To effectively capture their attention, we ensure our messaging is tailored to resonate with this broader audience.

We leverage various platforms and channels for TOFU marketing. This includes paid advertising platforms such as Facebook, Instagram, Google, and YouTube. Each platform offers unique opportunities to reach potential customers.

The best way to create a strong top of funnel marketing strategy is to be everywhere your potential customers are. Take a look at traditional television commercials. You can’t watch any channel without being exposed to “Aflac” or “Allstate” commercials.

Those guys are everywhere and for good reason. They want to keep their brand at the top of your mind. We take the same approach with our paid advertising strategy but we recommend this only if you have $10k or more per month to set aside for ads.

We experiment with top-performing ad formulas like the “Million Dollar Ad Formula” and “Enchanting Storytelling Formula” to craft ads that resonate with our target audience. These formulas ensure we grab attention, establish credibility, provide proof, and issue a clear call to action.

Check out the campaign structure we use in order to test new creatives and variables by clicking here.

We understand the importance of A/B testing and refining our ad creatives and messaging. This iterative process allows us to optimize our TOFU marketing efforts for the best results.

Learn how we keep new ad creatives in rotation by clicking here.

We measure the success of our TOFU marketing strategies using key metrics like cost per thousand impressions (CPM) and click-through rates (CTR). These metrics help us evaluate the cost-effectiveness of our ad campaigns and the efficiency of our lead-generation efforts.

In order to get accurate tracking for the middle of the funnel (MOFU) and bottom of the funnel (BOFU), we use a tracking platform called Hyros which you can learn more about here.

By applying these tactics and strategies, we aim to attract potential customers, create brand awareness, and lay the foundation for successful lead generation and customer acquisition in our marketing funnel.

By the way, we implement all of these strategies for our clients and more. If you want to learn more about our omnipresent paid advertising approach, then schedule a call with our team.

We’ll dive deep into your current marketing strategy, identify the bottlenecks that you’re facing now, and show you exactly how we would overcome them ourselves.

Giving you a precise and personalized Growth Plan for your present-moment business needs.

Our goal is to create win-win relationships with everyone we meet and help even more people who are struggling with paid advertising to crush it in their marketplace.

So far we have helped 250 clients with their paid ads and we want you to be next as long as we’re a good fit to work together.

You can check out a few of our testimonials by clicking here.

In the ever-changing world of online marketing, where things are really competitive, there’s a group of people who run businesses in areas like coaching, consulting, speaking, or being experts. 

They’ve got a lot of money to spend on ads, like over $10,000 every month. Their businesses are doing really well, making them a lot of money, maybe even millions. They’ve worked really hard to set up their online sales systems to make lots of profit.

But, there’s a problem lurking beneath all their success – Facebook ads.

More specifically testing Facebook ads and finding winning variations that will help them sustain or scale their growth.

In order to keep the lights on, they need to test variation after variation and ad-on ad to keep their Facebook accounts pumping in new business consistently.

Coming up with new ideas can really get dry and boring after you’ve been advertising for so long.

Especially if you’re trying to run a business alongside it.

In today’s article, we’re going to discuss our top Facebook ad testing strategies you can take and implement today.

Without testing new ads, you’re going to be in a world of hurt especially if you have performing ads now and you think they’re just going to last forever.

The truth is markets change, people’s tastes change, and in order to stay on top of it, you need to have a proactive approach.

This is where the 80/20 budget rule comes into play because in order to get the best results in the present, we recommend putting 80% of your budget towards what’s working the best and to make sure you’re planning for when that stuff no longer works, we also recommend putting 20% of your budget to testing new things.

Constantly pushing the needle with better optimization strategies, improved creatives, and new variations of copy will allow you to sustain your success long-term.

Five Different Types of Campaigns and When and How to Use Them

1. Creative Tester

The creative tester campaign is designed to create a system for continuously testing new and different variations of ad creatives.

The goal is to take a proactive approach to one of the biggest challenges on Facebook which is experiencing creative fatigue.

One day you’re riding high, making sales, and experiencing great profit in your business, and then the next your audience is tired of seeing the same ad over and over again.

The creative tester is the solution to this and will help you sustain your desired level of success.

In fact, once you have found your desired level of success through Facebook ads, this is the time you want to be pushing out new creatives to find new winners.

You ALWAYS want to be taking a proactive approach to testing new ad creatives so this is a campaign you need to be running 24 hours a day, 7 days a week, and 365 days a year.

We use creative testing all the time in order to find new winning creatives before the problem of fatigue even hits the table of cards.

In order to do a proper creative test, you need to have a control variable which is a winning audience selection as well.

We’ll talk about the specifics of what to test in these campaigns once we get down to the ad level.

2. Audience Tester

The audience tester campaign is a very similar concept to the creative tester.

This addresses the other huge challenge on Facebook which is experiencing audience fatigue.

If you have a slim, winning audience portfolio, then you won’t have a lot of options.

The game starts to get really fun once you have a ton of winning options to play around with.

So the audience tester is all about taking a proactive approach to audience fatigue and you want to be running this campaign 24 hours a day, 7 days a week, and 365 days a year.

Again, we know you’re dying to hear the specific examples of what to test in this campaign.

Just stick with us while we go over the five types of campaigns and we’ll get into the nitty-gritty details of what to test in all of these campaigns with examples of each.

3. Scaler

The scaler campaign is exactly as it sounds.

This is the CBO campaign you’ll plug all of your winning combinations into.

Once you know what Facebook wants from you, it becomes simple to spend higher budgets.

Imagine a campaign stuffed with a bouquet of winning images, videos, and all your favorite audiences consistently producing you a 3.0 – 4.0 ROAS like clockwork.

The scaler campaign makes my mouth water just thinking about it.

The proper timing to use this campaign is when you have those winning combinations and you’re ready to start increasing your budget.

4. Re-Engagement Campaign

This campaign is dedicated to your warm audience pools.

You know the people who have seen your ad, viewed your page and watched one of your videos 75% of the way through.

Yeah, those guys who have shown a little bit of interest and have nibbled at the bait you have set out.

Odds are there are some future buyers in these audiences and you want to hit them with your hardest-hitting creatives.

Obviously to have a warm audience pool you’re going to need to build them.

Ever heard the saying “Build it and they will come”?

Well in this case they have to come to your front door first for you to be able to build it.

Plus if your warm audiences are super small, then when you try to publish your campaign it won’t spend at all.

So if you’ve got a good size warm audience, then you’ll definitely want to start building this campaign.

And well if you don’t, then it’s only a matter of time before you’ll want to as well.

5. We Miss You Campaign

You know there are those acquaintances/friends or whatever you want to call them that you can go weeks without seeing them…

… and then there’s those friends who just can’t seem to go a day without.

Well, your hot audiences should definitely be a part of the group who don’t go a day without seeing your ads on their screens.

Are your retargeting campaigns a desperate attempt to say “We miss you. Please come back to our funnel…”?

Maybe…

But are they also super profitable and multi-faceted in their nature?

You bet!

The We Miss You campaigns are all about picking up those people who have taken valuable actions either by visiting your website, watching your webinar, or even booking a call without showing up.

In order to truly take advantage of these ‘Pack-a-Punch’ campaigns, you need to have some skin in the game and at least 1,000 people in your Website Viewer, Webinar Watcher, and Booked Callers audiences.

Without it, you won’t see a single penny credited over to Meta on your balance sheet.

Pros and Cons of Campaign Budget Optimization (CBO)

I know…

More information and no examples yet?

Blah blah blah when are you going to get to the good stuff?

All of this is to set the preface for what’s to come!

You gotta get the basics and fundamentals down before you start reaping the rewards of Facebook ads.

Patience young grasshopper; we’ll make a Facebook Ad Testing master of you yet.

Campaign Budget Optimization (CBO)

One notable option we have at the campaign level is the automated campaign budget feature.

We solely use this feature to scale campaigns and to plug our winners from our test into these types of campaigns.

If you want to learn more about how we use the CBO campaigns in order to scale ad accounts, then click here.

The Top Two Objectives to Use For a High Ticket Offer and When We Test Them

Leads Objective

The lead objective is designed to help you pick up more opt-ins, appointments, registrations, and even more actions taken on your site.

This is a great objective to start out with for your campaigns if you don’t have much data in your account.

We recommend targeting those early events in your funnel at the forefront of your ad strategy.

The lead objective will continue to improve over time as you continue to pour more and more data into your account.

Sales Objective

We start testing the sales objective once we have an adequate amount of sales data in the account.

This objective style is designed to take all of the purchasers’ data into account and optimize your campaigns to find more people like them.

In order to make this work well, you need to have a considerable amount of data so that Facebook can profile this person much better.

We recommend you test this feature out once you have 100 sales conversions in the account.

Even at 100 conversions, there is a slim chance that this objective doesn’t work very well for you and we often find it’s because of the lack of data within the account.

Next up we have the ad set level and there is a TON of different variables you can test here.

In this section, we’ll let you know the best testing tips we have at the ad set level for everything from pixel optimization to where to place your ads.

Pixel Optimization

Leads Objective Campaigns

When you optimize your campaigns for the lead objective, you’ll want to select the conversion event most applicable to your objective.

This can include leads, registrations, initiate checkout, add to cart, view content, and more.

You want to go as far down the funnel as possible but you also want to make sure the event you select has at least 100 conversions or more.

Don’t worry if you don’t have 100 conversions at the event you want to optimize for yet.

Just pay close attention to that event and as soon as you get 100 conversions, throw it into a campaign and test it out.

Set up an ad set budget optimization campaign (we’ll touch on this more in just a bit…) and plug in your best-performing audiences and creatives to split test which event is going to work best for you.

Sales Objective

For setting up your sales objective campaigns, you’ll want to take a slightly different approach.

Instead of selecting your lead-based events, you’ll set up the different purchase events you have firing.

Some people only have one but since we run third-party tracking with offline events, we have a couple of different events we can test.

Our third-party tracking system setup with Hyros has much more accurate sales data and can be an amazing event to optimize for.

In order to get the best sales data possible, we highly recommend setting this up for your high ticket offer.

Using Adset Budget Optimization (ABO) for Testing New Things

Why It’s a Best Practice

In order to get the most control when you are testing, it is best to use ad set budget optimization.

Whether you’re testing new event strategies, ad creatives, or audiences, you’ll want to set your testing budget at the ad set level so you can control how much money goes into each variable you’re testing per day.

If you set your budget at the campaign level, then Facebook will disperse the budget across the variations they think are doing the best for you.

Often what we find is that Facebook doesn’t make the best budget allocation decisions when it comes to testing because they don’t have the sales data we do in Hyros.

Budget Control

Let’s say you have winning ads and audiences already and you just want to add more to your portfolio.

You’re spending $1,000 per day which comes out to about $30,000 per month.

What we would do is put $100 – $200 per day into testing new variations so we can find new winners for the account.

For example, let’s say we go with $200 per day for your testing budget because we aggressively want to find new winners.

We have ten new creatives we want to test so we pair them up with a few of your best-performing audiences.

Now we have ten different ad sets at $20 per day.

This is a relatively low spend per day per ad set but it will allow us to find new winners in the next couple of weeks to a month.

The way we figure this out is by using the target KPI’s.

If the targets are:

$20 Cost Per Lead

It will only take us a few days to identify ads that are performing for our target cost per lead.

Let’s say 3 days go by and we spend $60 and get 4 leads.

This ad is winning for our target CPL because $60 / 4 = $15.

$200 Cost Per Booked Call

The cost per booked call will take 10-15 days to find a potential winner.

After 10 days, we will have spent $200 and after 15 days will be $300.

We typically shut off a test once it gets 2x out of KPI so we’ll look at shutting off our losers at 20 days.

$1,500 Cost Per Acquisition

An acquisition ‘can’ take the longest to identify winners but often we find these ads spending at low budgets get really good CPA’s.

This is another benefit of running these low-budget campaigns.

The thing is it will take 75 days to spend $1,500 at $20 per day.

So what we do with our testing campaigns is find the winning ads performing at our Cost Per Lead, Cost Per Booked Call, or other events earlier in the funnel than the Acquisition.

We’ll take these ads and put them into higher spending campaigns but we leave the ones in the testing campaign to perform in the background.

This gives a good chance to get cheap CPA’s with the ads still in the testing campaign and an opportunity to see how the ad spends at a higher budget.

Our Best Practices for Testing New Audiences

Single Interests

These are without a doubt some of the most profitable audiences we use.

Take these few ad sets for example.

Remember what I said about low-budget campaigns getting a really nice CPA?

The Mark Cuban interest ad set here picked up 5 sales for just $492.01.

While the AI ad set is doing decent and sitting at a 1.85 ROAS.

However, the Robert Kiyosaki audience is not performing and hasn’t been profitable here.

So out of these three audiences:

One has been ultra-profitable.

One has been okay…

One has been unprofitable.

This is why we constantly test audiences because yes we may lose money on some but at the end of the day we’re going to find new audiences where we can strike gold like we did with the Mark Cuban interest.

Audience Stacks

Take this ad set for example where we stacked a bunch of military-related Lookalikes based upon leads, video viewers, opt-in page viewers, landing page visitors, and a scraped list of 2,300 veterans.

We put together all of the top-performing lookalikes in one ad set to expand the audience size and still target a super niche audience.

Here are some of the results so far.

You can also follow this same exact strategy with interests that are likely to convert well for your offer.

This ad set using Mark Zuckerberg, Mark Cuban, and Home Businesses has just started to take off for one of the self-liquidating offers we’re running.

How We Go About Testing New Demographics

Auditing Ideal Customer Profile (ICP)

When we look at testing new demographic ranges, we want to base it on ‘customer’ data instead of theory.

So we’ll collaborate together with our clients to come up with lists of their favorite clients to work with, their age ranges, gender, and where they are from.

This helps us identify unique insights about their ICP and who we might be targeting specifically with our demographics.

Age Ranges

Simply set up a demographics testing campaign like this.

In this one, we’re going to test our ICP age ranges against the broad age ranges we’ve been using.

Gender

There are a lot of businesses that only advertise to one primary gender but for those who advertise to both, it’s good to figure out what gender your offer leans towards.

Is it 75% male and 25% female?

If that’s the case you might find that your advertising is much more profitable by only targeting males in your demographic options.

Advantage+ Vs. Manual Placements

Since Facebook has rolled out their Advantage+ placement function, we have tested it across several campaigns and it has become the staple option we use across the board.

This is one area where we let Facebook take control and make decisions for us because it has proven to be the best option time after time.

Take this ad account for example where we have made $209,030.81 in profit using advantage+ placement options.

Six Things to Test to Improve Your Ad Performance

1. Single Image. Banner Images are the types of images you can crank out by the dozens which tend to perform pretty well.

If you and your team are too busy, then you can easily hire a designer on Upwork or Fiverr to get you a few dozen of these to test super cheap.

We identified this ad as a winner in 2022 and are still reaping the benefits of it today.

In this campaign, the ad has produced 582 sales, $36,440.30 in revenue, and a 2.25 ROAS.

2. Videos. 

• The Talking Head. Our client put together a solid new video recently which is crushing it out of the gate with a stellar 5.4 ROAS.

This unique angle discusses the shift taking place in affiliate marketing in today’s world and positions his product as the simple yet effective solution his market is looking for.

Since affiliate marketing is close to that stage 5 of market sophistication, we knew his ads needed to be steered towards a ‘revival’.

• Banner with B-Roll, Captions, and Music

We know as business owners, it can be incredibly challenging to find time to sit down and talk in front of a camera.

This style of ad is a great option as it only requires images, a script, some music, and a video editor to bring it all together.

Plus it has been performing exceedingly well for our client pulling in 264 sales, $36,132.40 in revenue, and a 2.54 ROAS.

3. Body Copy

Revival Angle with Multiple CTA’s

In the body copy of the revival video discussed above, we talk about the evolution of affiliate marketing and introduce his book called “The Iceberg Effect”.

He shows how this industry shift has allowed him to create a 7-figure affiliate marketing business and how it can help others as well.

You’ll also notice that there are three different call to actions all going to the same landing page.

We incorporate these strategically because not everyone wants to read a long article when they are on Facebook.

In order to increase the amount of clicks you’re getting on your ad, incorporate this strategy and watch it work its magic for you.

Exposing Evil Angle

This body copy employs a theme of contrasting truth and lies, highlighting the advantages of affiliate marketing, and presenting his book as the solution to help his audience succeed in this field.

We used several persuasive techniques here to convince readers to action and make a purchase including:

Critique of other business models

Highlighting benefits

Personal success story

Teasing valuable content and information

Offering at a minimal cost

Bonuses

4. Headline

Consider this headline: Is Affiliate Marketing Dead?

After doing our market research, we were able to put together the common thread of what most people were thinking about in regard to affiliate marketing.

It has been around for quite some time and anyone in the business space has heard about it by now and has heard about every offer there is.

In order to work around the banner blindness and overall audience exhaustion from hearing the term, we decided to discuss the obvious.

I mean after doing one quick search on Quora the approach we should take to the ads became blatantly obvious.

Doing the market research to find great angles to take for ads can be dry and boring but that’s exactly why most people struggle to succeed.

Go see what your market is talking about and they will give you all the ammunition you need for coming up with ads to test.

We talked about budget control earlier in the article but what budget allocation strategy do we use and why?

Well, we follow an 80/20 rule where we put 80% of our budget towards what is working the best in the present moment and set aside 20% of our budget to prepare for the future.

Let’s say you’re spending $100,000 per month on advertising.

Following the 80/20 rule, we’d spend about $80,000 per month on performing ads and then set aside about $20,000 per month to find more winning variations.

There are exceptions to this rule of course.

If you are in dire need of increasing your ROAS and need to see an increase in profitability for a period of time, then we would only put 5-10% of the budget towards testing.

The point is your budget allocation should be oriented towards sustainability.

We don’t just want to be thinking about now, we want to be thinking five to ten steps ahead.

Third-Party Tracking for More Reliable Results

In order to get the most out of your testing, we always set up Hyros.

Hyros is a third-party tracking service which you can learn more about by clicking here.

It allows us to tie back sales to the original creative it came from which is very crucial when you’re testing new ads.

The problem is that with high ticket offers, long sales cycles, app privacy laws, and cookies getting cleared, it’s very easy to lose attribution.

Hyros serves a centralized database for all of your advertising needs and is able to identify leads by their IP address, session ID, email, and phone number.

This helps make sure that you don’t lose any of that attribution along the customer journey.

Data to Keep Your Eye On

We talked about a bunch of different things you can test today but one of the key takeaways is testing new audiences and optimizing for different events.

You’ll want to be sure to keep an eye on how many total events you have fired for your leads, booked calls, and sales so that you know when to test optimizing for a new event.

Additionally, we keep good data hygiene and are constantly updating our lookalike audiences to reflect the new and improved data we have across the board.

We do this on a monthly and quarterly basis to keep all of our ducks in a row and make sure we are targeting the best events and audiences as possible.

Creating a Cyclical Media Buying Machine for Scaling Your Winners

While testing new things can be very fun and enjoyable, it’s important to remember why we’re doing it in the first place.

It’s to create a healthy and sustainable environment in our ad accounts which is profitable long term.

The whole point of testing is to make scaling much easier and a lot less troublesome.

See our article on the 3-phase system we use to scale up winners by clicking here.

Scaling your Facebook ads successfully requires a strategic approach that involves meticulous testing and optimization. We’ve explored the most essential elements of testing your Facebook ads, from campaign objectives like leads to pixel optimization at the ad set level. By following these proven steps, you can accelerate your success with Facebook ad testing. 

If you’d rather have our team of experts take care of all of these steps for you, book a call with us today. We’ll explore what your current major obstacles are and if we can help you overcome them. Let’s scale your Facebook ads without worrying about how to do it all yourself.

Running a successful online business is like conducting an intricate symphony. 

Every note needs to be perfectly aligned to create a harmonious outcome. If you’re a high-level entrepreneur, investing over $10,000 each month in paid advertising, you understand the complexities. Achieving consistent results in Google Ads can be challenging, especially in coaching, consulting, speaking, and expert niches.

Despite your budget, funnel, and dedication, maintaining profitability while scaling can feel precarious. But every challenge holds an opportunity. The solution is to master Google Ads bidding strategies with precision and data-driven insights.

As a leader in your industry, you’ve conquered peaks that many only dream of. 

Now, it’s time to conquer Google Ads bidding, turning challenges into stepping stones towards greater success. 

We’ll reveal: 

• The nuances of bidding wars. 
• Explore the untapped potential of ad placements. 
• The tools you need to transform uncertainty into triumph.
• The mysteries of bidding algorithms. 
• How to gain clarity on the language of quality scores

Let’s dive into how it all works.

Before we explore advanced Google Ads bidding strategies, let’s begin with the basics and examine how bidding operates within the platform.

1. Keywords: Unlocking Your Audience’s Intent

It all begins with keywords: those search terms your potential customers type into Google’s search bar.

These keywords hold the key to connecting your ads with your target audience. 

When you select the right keywords, you’re essentially setting the stage for your ad to shine.

2. Ad Rank: The Magic Formula

Ever wondered how Google decides which ads to display when a user searches? 

It’s all about Ad Rank, a dynamic calculation that considers three critical components: your bid amount, your ad’s Quality Score, and your ad extensions and their relevance.

Your bid amount represents the maximum you’re willing to pay for a click, but the real magic lies in your Quality Score and site link extensions.

Google assesses the quality and relevance of your ad and its landing page, rewarding ads that provide a seamless user experience.

3. The Auction Arena: Where Winners Emerge

Picture this: a virtual auction arena where ads compete for attention. 

When a user’s search query enters the scene, Google’s auction system springs into action. 

It assesses each ad’s Ad Rank, a dynamic blend of your bid and Quality Score.

The result? 

The ad with the highest Ad Rank takes center stage, securing the prime advertising real estate.

Google Ads bidding can be a powerful tool, so let’s make sure your initial setup is perfect.

• Precision in Data, Precision in Bidding – Audit your conversion tracking setup and ensure it is set up correctly.
• Data Enhancements, Tying Sales To Specific Keywords – Set up Hyros tracking in order to be able to tie back your campaign sales to the specific keyword it came from.
• Optimum Campaign Setup, Getting Campaigns To Work Synergistically With Hyros – In order to see the exact keywords getting sales, you need to ensure that one phrase match or one exact match keyword is tied to that ad when you set up your ad group.
• Get Your Priorities Straight – Map out your campaign goals and get an understanding of your funnel economics in order to make good bidding decisions. Example: if you want to focus on increasing your sales, then focus on the Target CPA campaigns driving you the most sales.
• Evaluate Your Current Performance – Understanding your current performance and analyzing your key performance indicators is the only way you’ll be able to make good pivots and optimize your Google Ads Bidding strategies wisely.
• Patience, Grasshopper – Once you’ve made adjustments to your campaigns and have begun testing new things, wait until you have a 95% confidence score to optimize them.

Repeat Successful Actions, Simplify Your Campaigns – When you identify something that’s working and working well, it’d be wise to repeat those successful actions and simplify your campaign structure to reflect them.

Do you want to know all of your options when it comes to what bidding strategies are available for use on Google Ads?

Look no further because we’re going to discuss the pros and cons of these 9 most used bidding strategies:

1. Manual CPC (Cost-Per-Click)
2. Target CPA (Cost-Per-Action)
3. Target ROAS (Return on Ad Spend)
4. Maximize Clicks
5. Maximize Conversions
6. Enhanced CPC
7. Maximize Conversion Value
8. Manual CPV (Cost-Per-View, for video campaigns)
9. Target Impression Share

We only use Manual CPC bidding when we’re running our search-based campaigns, as its primary function is to set the desired CPC you’re looking to hit with your keywords.

Pros:

Full Control: With Manual CPC bidding, advertisers have complete control over individual keyword bids. This level of control is beneficial for advertisers who want to closely manage and adjust bids based on their own insights and strategies.

Budget Flexibility: Manual CPC allows advertisers to allocate their budget more precisely to the keywords performing well and driving desired results. This control can help ensure that the budget is spent effectively on the most valuable clicks.

Cons:

Time-Consuming: Since Manual CPC requires constant monitoring and adjustment of bids, it can be time-consuming, especially for advertisers managing campaigns with a large number of keywords. Regularly updating bids to stay competitive can be labor-intensive.

Limited Automation: Manual CPC lacks the automated optimization capabilities that some other bidding strategies offer. This means advertisers might miss out on potential opportunities if they’re unable to constantly monitor and adjust bids in real-time.

Target CPA is one of our favorite bidding strategies to use especially for our YouTube campaigns because once you get enough data in your account to see the average CPA, you can continue to challenge the algorithm to reduce your cost per action using this model.

Pros:

Automated Optimization: Target CPA bidding utilizes Google’s machine learning to automatically adjust bids in real-time to achieve the desired cost-per-acquisition goal. This automation can save advertisers time and effort in managing individual bids manually.

Goal-Centric: Target CPA bidding focuses on achieving a specific cost per conversion or acquisition. This is particularly useful for advertisers who have a clear target for their return on investment and want to optimize their bids to achieve that goal.

Cons:

Reduced Keyword-Level Control: With Target CPA bidding, you’re relinquishing some control over individual keyword bids in favor of automated optimization. While this can save time and effort, it might not be suitable if you have specific keywords that you want to bid more aggressively on or if you want to adjust bids for certain keywords based on external factors.

Potential for Fluctuations in Performance: During the learning period or when campaign conditions change significantly, Target CPA bidding might lead to fluctuations in performance. The automated algorithm requires time to adapt and optimize bids effectively. Sudden changes in the competitive landscape or user behavior could impact campaign results during this adjustment phase.

Target ROAS bidding is often used by e-commerce businesses and advertisers who have a clear focus on maximizing the return on investment for their ad spend. 

It’s particularly popular among businesses that sell products online and want to ensure that their advertising budget generates the best possible return in terms of revenue.

Pros:

Automated Optimization: Target ROAS bidding leverages Google’s machine learning to automatically adjust bids to maximize the return on ad spend. This automation can save time and resources while optimizing for better performance.

Goal-Driven: Target ROAS allows advertisers to set a specific return on ad spend as a goal. This is valuable for businesses that have a clear target for their advertising ROI and want to allocate their budget to achieve that goal efficiently.

Cons:

Learning Period: Like many automated bidding strategies, Target ROAS may require a learning period during which the algorithm gathers data and optimizes bids. During this phase, campaign performance might fluctuate, potentially affecting short-term results.

Complexity: Target ROAS bidding can be more complex to set up and manage compared to simpler bidding strategies. Advertisers need to have a good understanding of their return on ad spend goals and might need to adjust their expectations and strategy based on market conditions.

Maximize Clicks bidding is primarily used by advertisers who want to increase website traffic and brand visibility. It’s often chosen by businesses that are less concerned about immediate conversions and are more focused on getting users to visit their websites. This can include companies looking to build awareness, promote content, or generate interest in their products or services.

Pros:

Automation: Maximize Clicks is a simple and fully automated bidding strategy. It’s easy to set up and doesn’t require ongoing manual bid adjustments. People who don’t want to spend a lot of time managing their bids may find this strategy convenient.

Traffic Generation: Maximize Clicks is geared towards driving as much traffic to your website as possible within your specified budget. This can be valuable for businesses looking to increase brand exposure or for campaigns focused on getting users to their websites.

Cons:

Lack of Conversion Focus: Maximize Clicks prioritizes clicks over conversions. This can lead to a high volume of clicks, but it doesn’t necessarily guarantee that these clicks will result in valuable actions like conversions or sales. It is not the best choice for campaigns with specific conversion goals.

Limited Control: Advertisers have minimal control over individual keyword bids with Maximize Clicks. While it’s easy to set up, you won’t have the same level of control as manual bidding or more advanced automated strategies.

Maximizing conversions is great, especially for starting a new account where the goal is to get users to take valuable actions deeper into the funnel. We often find that maximize conversion campaigns optimize very well and continue to get cheaper and cheaper conversions.

Pros:

Automated Optimization: Maximize Conversions bidding is an automated strategy that uses Google’s machine learning to adjust bids in real-time. It aims to get the most conversions possible within your specified budget, which can save time and effort in bid management.

Effective for Conversion-Centric Goals: This bidding strategy is ideal for advertisers with a primary focus on maximizing the number of conversions, such as lead generation, app downloads, or sales. It can help efficiently allocate your budget to achieve the highest possible conversion volume.

Cons:

Limited Budget Control: While Maximize Conversions aims to maximize conversions, it may not be as effective in controlling ad spend. It can spend your budget quickly in pursuit of conversions, potentially leading to higher costs if not closely monitored.

Learning Period: When starting with Maximize Conversions or making significant changes to your campaign, there’s often a learning period during which the algorithm needs time to gather data and optimize bids. During this phase, campaign performance can fluctuate.

Enhanced CPC is used by advertisers who want to strike a balance between manual control and automation in their bidding strategies. It’s often chosen by businesses and marketers who have some experience with Google Ads and want to improve their conversion rates without entirely relinquishing control over their bids.

Pros:

Bid Adjustment Based on Conversion Likelihood: Enhanced CPC is a bidding strategy that automatically adjusts your manual bids in real-time for clicks that are more likely to result in conversions. This means your bids are optimized to increase the chances of getting valuable actions from your ad clicks.

Balanced Control and Automation: Enhanced CPC strikes a balance between manual bidding and full automation. Advertisers maintain control over their initial bid amounts while benefiting from Google’s algorithmic adjustments, making it a good choice for those who want some level of control with automated optimization.

Cons:

Potential Cost Increase: While Enhanced CPC aims to increase conversions, it can sometimes result in higher costs. The algorithm may bid more aggressively on clicks that have a higher likelihood of converting, potentially driving up your overall cost per click (CPC).

Learning Period: Like other automated bidding strategies, Enhanced CPC may have a learning period during which the algorithm needs to gather data to optimize bids effectively. During this phase, you might experience fluctuations in performance.

Pros:

Maximized Revenue: Maximize Conversion Value bidding aims to get the most value from your advertising budget by optimizing for higher-value conversions. This is particularly beneficial for businesses looking to maximize their revenue from online sales or high-value leads.

Automation: Like other automated bidding strategies, Maximize Conversion Value bidding simplifies the bidding process. It uses Google’s machine learning to automatically adjust bids in real time to achieve the highest possible conversion value, saving time and effort in bid management.

Cons:

Risk of Overspending: While the goal is to maximize conversion value, this bidding strategy may lead to overspending if not carefully monitored. It prioritizes maximizing value, which means it may be willing to bid higher amounts for clicks that have the potential for higher-value conversions.

Limited Focus on Volume: Maximize Conversion Value bidding prioritizes maximizing the value of conversions but may not necessarily focus on maximizing the volume of conversions. If your primary goal is to increase the number of conversions rather than the total conversion value, this strategy might not be the most suitable choice. Other strategies like Maximize Conversions or Target CPA may be better for volume-focused objectives.

Maximum CPV bidding is primarily used by advertisers running video advertising campaigns on YouTube. It’s suitable for businesses and content creators who want to promote their video content and increase visibility on the YouTube platform. This can include a wide range of advertisers, from brand marketers looking to raise awareness to YouTubers seeking to expand their audience.

Pros:

Cost Control: Maximum CPV bidding allows you to set a maximum bid for each view of your video ad. This helps control your costs and ensures that you don’t exceed your budget.

Visibility on YouTube: Maximum CPV bidding is specifically designed for video campaigns on YouTube. It can help increase the visibility of your video ads to a broader audience on the platform.

Cons:

Variable Costs: The cost per view in Maximum CPV bidding can vary based on competition and targeting options. Depending on your industry and targeting, CPV costs can be relatively high compared to other advertising formats.

Limited Campaign Objectives: This bidding strategy primarily focuses on getting views for your video ads. If your campaign goals are more diverse and include actions beyond video views, such as website clicks or conversions, Maximum CPV is not the most suitable choice.

Target Impression Share bidding is primarily used by advertisers who have a strong focus on maintaining a specific level of ad visibility and brand presence in Google Ads. It’s often employed by businesses with branding objectives or those who want to ensure their ads appear at the top of search results to capture the attention of potential customers.

Pros:

Visibility Control: Target Impression Share allows you to control the visibility of your ads by setting a specific impression share percentage. This can be useful for brand advertisers looking to maintain a strong presence on the search results page.

Automated Optimization: The bidding strategy automatically adjusts your bids to help you achieve your chosen impression share goal. It saves time compared to manual bidding and ensures that your ads are competitive in the auction.

Cons:

Cost Considerations: While the goal is to achieve a specific impression share, this may result in higher costs, especially if you’re competing in a competitive market. Bidding aggressively to maintain a high impression share can lead to increased costs per click.

Limited Focus: Target Impression Share bidding primarily focuses on ad visibility rather than specific performance metrics like conversions or return on ad spend. If your primary goal is to drive specific actions or ROI, other bidding strategies will be more suitable.

Choosing the appropriate Google Ads bidding strategy is a critical decision. Let’s break down some key strategies that can help you achieve your advertising goals. 

Step 1 – Understand Your Business Objectives:

Begin by thoroughly understanding your business objectives. What specific goals do you aim to achieve through Google Ads? This includes key components such as lead generation, sales, brand awareness, or event promotion.

Step 2 – Review Current Advertising Performance:

Analyze the performance of your current Google Ads campaigns, if any. Review key metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS) to identify areas for improvement.

Step 3 – Evaluate Conversion Funnel:

Examine your online sales funnel to understand how leads and customers move through the buying process. Identify the key touchpoints and stages where Google Ads can play a role.

Step 4 – Set Clear KPIs:

Establish clear Key Performance Indicators (KPIs) that align with your business objectives. For instance, if the goal is to generate leads, the KPI might be a specific cost per lead (CPL) target or for sales a specific cost per acquisition (CPA) target.

Step 5 – Select Bidding Strategies:

Based on the business objectives, budget, and competitive landscape, select the most suitable bidding strategies. The primary top 3 bidding strategies we use for high ticket coaches and consultants include:

• Target CPC (Cost-Per-Click): Ideal for our media buyers to get the most out of their Search campaign efforts.
• Maximize Conversions: Ideal for a fresh ad account without any data in order to get short-term results quickly and start feeding the account.
• Target CPA (Cost-Per-Acquisition): Effective for lead generation efforts with specific conversion goals.

Step 6 – Implement Conversion Tracking Before Launching:

Set up proper conversion tracking to measure the success of each campaign. This allows for data-driven decisions and performance evaluation.

Step 7 – Consultation and Expertise:

If you’re a little overwhelmed with all the information and are spending a considerable amount on ads, then consider consulting with Google Ads experts or agencies to ensure optimal campaign management and strategy implementation.

Your choice of Google Ads bidding strategies can make all the difference in achieving your business objectives. To ensure you’re on the right track, consider a consultation with our experienced team of Google Ads experts. 

We’re here to help you set up, optimize, and fine-tune your campaigns for success. Don’t let uncertainty hold you back—take the next step towards smart bidding. 

Book a call with us now to scale your ads, and let’s ensure you achieve the success you deserve.

We have hired 36 media buyers who have gone on to manage over $100,000,000.00 in ad spend over the past five years.

In this article, we’re going to show you our exact process for hiring A-Player Media Buyers so that you don’t have to make the same mistakes we’ve made along the way.

Including:

• Common pitfalls for managers or owners to avoid when you’re hiring media buyers

• Exactly how we quantitatively and qualitatively hire using the WHO Hiring method  

• The 4 unique identifiers we’ve found in top talent after hiring over 36 media buyers who have gone on to manage over $100 million in ad spend

We’ll be answering the age-old questions: What makes a great media buyer? And, What do we look for when hiring a media buyer?

We’ll also give you a behind-the-scenes look at: 

• The exact hiring process we use to filter out low-quality talent

• The 3 questions we use in our assessment to easily identify high-level media buyers with problem-solving abilities

• How to set up this system for hiring media buyers yourself

One of the biggest challenges is determining which candidates are all talk and which ones can prove that they can do the job well. 

There are a lot of people who are good at interviewing, but there are FEW people who are good at interviewing AND can actually back up what they say.

For example, one of the candidates we were interviewing looked great on paper. It “appeared” he had all the bells and whistles required to make a good media buyer, like:

• Managed over $1 million in ad spend

• Worked on Facebook, Google, and TikTok accounts

These are the media buyers who have gotten good accounts but don’t truly understand the intricacies of how the strategy actually works.

But when we went really deep on the interview with the candidate we caught a few red flags…

Big Mistakes To Avoid When Hiring

When we asked the candidate about how he would solve a very specific media buying problem (rising cost per booked call), he had no idea what to do.

We found out that he had gotten lucky and was basically handed really good accounts on a silver platter.

The point is, we wouldn’t have found this out unless we had gone really deep in the interview process.

We have included both qualitative and quantitative aspects in our process to make sure our media buyers are truly the best for the job, not just all talk. 

The Quantitative Process

Our quantitative process for hiring involves using a well-designed and mapped-out scorecard which has a specific rubric for each outcome we’re requiring them to hit.

Taking The DiSC Assessment

The DiSC Assessment is “a behavior-assessment tool that aims to help people understand their leadership styles and improve workplace teamwork,” according to Business News Daily.

DiSC stands for Dominance, Influence, Steadiness, and Conscientiousness.

It assesses an individual’s primary and secondary behavioral traits, helping to understand how they tend to interact with others and approach tasks.

The DiSC is commonly used in team-building exercises to help team members understand each other’s working styles and collaborate more effectively.

Learn How You Work

Take your DiSC assessment to figure out how you work and have your candidates take it as well.

For example, I’m a strong D-type which means I’m direct, strong-willed, and forceful. I am also fast-paced and skeptical. I’m also high in Conscientiousness (C) so I’m private, analytical, and logical.

Link To Disc Assessment: https://www.thediscpersonalitytest.com 

Compare Your DiSC Profiles

Put your DiSC profiles side by side. See if their personality matches up with yours and determine whether their skill sets will be complimentary or problematic.

For example, I probably wouldn’t work well with someone else who is high in their D-Type (we’d likely be butting heads). I would however work well with a high S-type who’s more gentle, accommodating, and soft-hearted—granted they have some backbone.

Taking The Clifton Strengths Finder

The Clifton Strengths Assessments help you discover what you naturally do best. It helps you learn how to develop your greatest talents into strengths to maximize your potential.

You and your potential hires need to take the Clifton Strengths Finder quiz to discover your top 5 biggest strengths as well as the top 5 areas you have the biggest deficit.

You’re looking for diversity here and not to “buy a friend”.

For example, I’m high in the competition, significance, futuristic, focus, and achiever categories. I’m low in the self-assurance, command, analytical, deliberative, and input categories. That means I’d like to work with someone who is high in the categories where I am low, and vice versa, so that we complement each other.

Compare Your Profiles

Put your top 5 and bottom 5 side by side on the scorecard so you can clearly see yours and theirs.

I’m looking for people who complement my strengths well and will make up for my deficits but also pair well with my work style.

Link To StrengthsFinder Assessment: https://www.gallup.com/cliftonstrengths/en/home.aspx 

Taking The Six Working Geniuses Test

Discover where you lie on the six types of working genius and determine which of the six you’re a genius at, competent at, or is actually frustrating for you.

Link To Assessment: https://www.workinggenius.com 

Compare Your Working Genius Profiles

As we did with the previous tests, line up their work genius with your own on the scorecard to see if they have complimentary genius zones. I’m looking for people whose genius lies where I’m only competent or get frustrated by.

Scorecard: Outcomes

Consider the outcomes you’d like to hit, provide a brief description of what that could look like, and then ask for examples of how they’ve done that in the past or how they would handle those situations in the future.

When you are clear on the outcomes you want to achieve, it will be easier to find the best media buyer for the job. 

Here’s an example of what an Outcomes sheet could look like.

Scorecard: Essentials To The Role

Determine five traits that are essential for the job. Then write out what they mean to your company and what they look like in practice. 

The five essential traits we consider are: 

1. People skills
2. Experience
3. Been in the trenches
4. Resilience
5. Analytical and Data-driven

Scorecard: Core Competencies

Core competencies define the skills and traits that give an edge over others. We define these traits and describe how they play out in our everyday work. 

We set up a grading rubric for each one of our outcomes, essentials, and competencies. This helps us make an objective decision.

In our rubric (shown below), we define the distinctions between poor, good, and strong media buyers.

There are four unique identifiers we have found that make for great media buyers.

• Competitive nature. Competitive people tend to be highly motivated to succeed and achieve their goals. In the world of media buying, success is often measured by metrics like ROI, conversion rates, and campaign performance. A competitive media buyer is driven to excel and outperform the competition, which can lead to better results for their clients or company.

• Video gamers. Media buying is similar to playing video games in the sense that you have to develop a winning strategy to achieve your objectives. Both require you to think quickly and adapt to changing situations. Media buyers may need to adjust ad placements in response to market changes, while gamers make split-second decisions during gameplay.

• Sports affiliation. Having a knack for competition and knowing how to be a part of a team are both important skills when considering the collaborative efforts required in media buying when working with creative teams, clients, or other stakeholders.

• Military affiliation. Military personnel are known for their discipline and ability to adhere to strict routines and guidelines. In media buying, discipline is crucial for managing advertising budgets, adhering to schedules, and following established processes. It helps ensure that campaigns run smoothly and efficiently.

Our five-step process starts with a screening interview, and then goes into a WHO interview. Next, we send assessments, do a focused interview, and then conclude with a reference interview. Let’s deep dive into each of these 5 steps, what they look like, and how they play out..

During this initial overview, there are four primary topics to cover:

• Go over career goals. You want to hear the candidate speak with passion and enthusiasm about topics related to the goal.

• What are they good at professionally? Get 8-12 positives to build a complete picture of their skill sets.

• What are they NOT good at professionally? Get 8-12 negatives to build a picture of their weaknesses.

• Talk about their last five bosses and how each will rate their performance when you reach out to them

The purpose of this interview is to discuss their last 3 positions with them in great depth. Here are some talking points:

• What they were hired to do

• Accomplishments they’re proud of

• Low points during the job

• The people they worked with

• Overall performance

• Salary progression

• Why they left that job

Ideal Answers

When you have these conversations, listen for someone who exceeded what they were initially hired to do in their roles. You are looking for someone who has achieved really big things that overqualify them for the role and someone who speaks respectfully both about their peers and their previous bosses. 

Likely their salary grew with them and they left because their ability to learn was capped out.

There is a 2 Part Assessment – both a spreadsheet and a Google Doc – that we will show you below.

Spreadsheet Questions – Part 1

In part 1, we give them a bunch of data they need to sift through and organize. If they don’t know how to do basic data analysis and work in a spreadsheet, then they’re not the media buyer for us.

We then have them answer specific questions only a proficient media buyer would know such as how to calculate ROI, CPL, and CPA with only a few select data points (like the example below):

Google Doc Questions – Part 2

Speaker Notes: Talk about question #1 and the importance of scenario-based questions in the assessment. Briefly describe why you chose this question and the type of answer you’re looking for.

Since click-through rates are a crucial metric to understand, we ask this specific question to make sure they understand the importance and that their skills meet our expectations.

This next question links them to the excel spreadsheet simulations mentioned above.

On top of their media buying skills, we also want to see how well they handle client relationships. Media buying is so much more than crunching numbers and really requires a personable person to nourish that relationship with their client roster.

Now we’re trying to gauge their industriousness. 

Are they analyzing other top talent in the media buying space? 

What skill sets are they looking to develop based on their observational analysis of greats in their space?

Just like they need to figure out the key differentiators of their clients… 

What are their own unique edges they observe about themselves? 

Do they understand their own strengths and know their role?

The focused interview goes even deeper into specific information about the media buyer, including:

• Structure for rolling out a new ad campaign

• Their understanding of creatives vs metrics

• The most difficult client they ever encountered and how they got through it

• What tools they use in their day to day operations

• How they deal with clients who don’t want to scale

• How they deal with a clients webinar not working

The goal is to get a comprehensive picture of both their hard and soft skills, understanding of the role, and how they operate.

Ideal Candidate:

The ideal candidate is going to be well-structured and have their own arsenal of winning strategies.

They’ll know that you can’t solve your way through bottlenecks with metrics alone and understand the importance of really good creative. 

They will have experienced many failures along their path and will know how to swiftly address hard conversations with clients. From experience, they’ll understand the difficulty of getting clients to scale and how to present thorough plans to convince them it’s the right move.

They will also have an arsenal of tools that they use to track, split test, and get the data they need to make good decisions.

First, pick the right references. 

Second, ask the candidate to contact the references to set up the calls. 

Third, conduct the right number of interviews: you personally do about four and ask your colleagues to do three (for a total of seven reference interviews). 

Questions To Ask During the Reference Interviews

Here are five questions to ask the references (Source: Geoff Smart and Randy Street, “Who — The A method for hiring”)

• In what context did you work with the person?

• What were the person’s biggest strengths?

• What were the person’s biggest areas for improvement back then?

• How would you rate his/her overall performance in that job on a 1–10 scale? What about his or her performance causes you to give that rating?

• The person mentioned that he/she struggled with ________________ in that job. Can you tell me more about that?

Ideal Candidate:

Remember that no one is perfect and certainly no relationship is perfect, but hiring a media buyer becomes a lot easier when you know what indicators to look for.

You’re looking for references that have backed up what your potential candidates say, and the candidate will have pretty close to accurate guesses about what their previous employers would rate them and why.

Then, cross reference the ratings they told you their bosses would give them from the WHO Interview.

From here, it should be clear who your best choice is. 

Verdict

The point of this entire process is to identify either a “HELL YES” or No—there is no in-between.

After hiring dozens of media buyers, this hiring process brings in top-level talent like clockwork. 

99% of companies don’t follow through with a hiring process like this.

…And that’s why 99% of companies fail to bring in good talent to their businesses.

Now you know how to hire a media buyer. Instead of going through this whole process, why not install a profit-driven team of experts…including not just one media buyer but TWO: A senior and a junior media buyer?

If it’s of interest for you to hop on a call with our team, then click here and we’ll show you exactly how our team of

• Media Buyers, 
• Account Managers, 
• Project Managers, 
• Copywriters, 
• Videographers, And 
• Business Data Analysts 

work together in unison to help you double your profits.

Do you shell out thousands of dollars each month on Google advertising, only to wonder if your money is being put to good use? It’s frustrating to see your hard-earned cash evaporate into thin air without seeing the returns you expect. 

You know your business is capable of scaling, but your current ad optimization strategy seems to be draining your resources rather than fueling your growth.

And imagine the impact of those wasted dollars on your bottom line and the opportunities you’re missing out on…

• The potential clients who could benefit from your coaching or consulting. 
• The eager audience waiting to be inspired by your speaking engagements. 
• The seekers that are hungry for the expertise you offer. 

All these prospects are just a click away, but a flawed ad strategy is keeping them at bay.

It’s time to implement a laser-focused Google Ad Optimization strategy so that you can:

• Leverage data-driven insights 
• Hone in on the right keywords 
• Craft compelling ad copy

This can transform your advertising campaigns into efficient lead generators. When your ads reach the right people at the right time, they can convert casual browsers into high-value clients and build substantial revenue. All you need is the right Google Ad Optimization strategy.

If you’re ready to transform your advertising investments into powerful revenue generators, unlock your true growth potential, and continue to dominate your industry, then it’s time to adopt a data-driven, meticulously crafted Google Ad Optimization strategy.

Google Ads can be an incredibly powerful tool for bringing in clients for businesses within the coaching, consulting, speaking, and expert niches that match your customer avatar’s profile. 

Here’s how Google Ads work to achieve this:

Keyword Targeting: Google Ads operates on a keyword targeting system. When users search for specific keywords or phrases related to your niche, your ads have the potential to appear at the top of the search results page. 

This ensures that your ads are displayed to individuals actively seeking information, services, or products related to what you offer, which can help optimize your search ads.

Ad Placement: Your ads can appear on various platforms within the Google network, including Google’s search engine result pages (SERPs), Google Display Network (GDN) websites, YouTube, and even in mobile apps, allowing you to target your potential clients across different online spaces.

Ad Formats: Google Ads offers various ad formats, including text ads, display ads, video ads, and shopping ads.

Depending on your specific goals and audience preferences, you can choose the format that best suits your message and content.

Audience Targeting: To ensure your ads are seen by the right people, you can set specific audience targeting parameters, including:

• Location 
• Demographics 
• Interests 
• Online behavior
• And more

This precision targeting helps you reach individuals who are most likely to resonate with your services.

Ad Rank and Bidding: Google determines the placement of your ads based on factors such as the relevance of your ad to the search query (Quality Score), your bid amount, and the expected impact of ad extensions. 

Bidding strategies allow you to control how much you’re willing to pay for each click (CPC) or for specific actions (e.g., conversions) to ensure you’re getting the most value from your budget.

Conversion Tracking: Setting up conversion tracking allows you to measure the effectiveness of your Google Ads campaigns. You can track actions that align with your goals, such as sign-ups, purchases, or inquiries. This data helps you assess which campaigns are driving the most valuable results and optimize accordingly.

Remarketing: Remarketing allows you to target users who have previously visited your website but didn’t convert. By displaying tailored ads to these users across the Google Display Network and other platforms, you can remind them of your offerings and encourage them to return.

Google Ads works by strategically placing your ads in front of potential clients who are actively searching for the services or products you offer. Through precise targeting, compelling ad content, and data-driven optimization, Google Ads can drive high-quality traffic to your online sales funnel, helping you connect with individuals who are more likely to convert into clients.

To create a Google Ad that maximizes your budget, follow these steps: 

Step 1: Define Clear Objectives

Before you start crafting your ad, define your objectives. Are you aiming for lead generation, product sales, event sign-ups, or something else? 

Be specific about your goals and the desired outcomes.

Then you’ll need to set up your Google tracking in your funnel to reflect those outcomes when they occur, which builds a model for Google to understand what you want to accomplish with your ads. 

At the end of the day, Google wants you to win because the more money you make, the more money you want to spend with them. To make that happen, Google needs to know very specific information about how its campaigns are performing for you.

This is why it’s so critical to get your tracking set up correctly on the ad platform and to also feed Google more accurate data from third-party tracking sources.

Our favorite is Hyros, and we use it to send back the sales information for each of our campaigns including when a sale occurs and how much it was for. The reason this is important is because when you have long sales cycles where it takes upwards of 2 weeks to a month to close a deal, that customer is going to have multiple touch points with your business.

Not only that but with iOS 14 updates, privacy updates on Google, ad blockers, clearing cookies, and more, you’ll be losing sight of customers and where they initially came from.

Hyros works by storing multiple pieces of information about your customers such as their IP Address, session ID, email address, phone number, and more.

When it collects this information upon the initial interaction, it’s able to easily identify the user at the next interaction where, let’s say, they are using their phone rather than their laptop.

Step 2: Keyword Research and Selection

Perform thorough keyword research to identify the search terms your target audience is using. 

Focus on high-intent keywords relevant to your niche. Use tools like Google Keyword Planner and other keyword research tools to identify the most effective keywords.

Keyword research is a very important piece of running any type of ad on Google… even for running YouTube campaigns.

Unless you plan on making all of your money by targeting ‘in-market’ audiences, life events, or demographics, you’ll definitely need to add some keyword research into your forte.

To create highly profitable custom intent audiences, you’ll need to identify the keywords that are very high intent and relevant to your offer.

Here’s an example of a highly profitable keyword we’ve put together for an 8-figure business opportunity offer. In this first campaign, we are targeting the keyword ‘Entrepreneur’.

Now anyone searching for different variations of the word entrepreneur is highly likely to be involved in business, making these people prime prospects for a business opportunity offer.

In this next campaign, we are going after custom affinity audiences built using military and veteran websites.

You might be asking yourself, military and veteran’s websites for a business opportunity offer, but something isn’t adding up here…

Well in this specific case, the entire brand story is built around a military veteran who wanted to figure out how to make more money.

We found that not only does this specific niche love the offer, but it has been a very lucrative customer avatar to cater to.

Step 3: Compelling Ad Copy

Craft compelling ad copy that resonates with your audience’s pain points, desires, and aspirations. Address how your coaching, consulting, speaking, or expert services can provide solutions and add value to their lives.

Highlight the challenges your potential clients might be facing. Address their pain points, so they feel understood.

Here’s an example of our client, Ryan Cole, who helps people with their thyroid problems.

The pain points his target market is experiencing include pain, swelling, hypertension, back pain, and a sleuth of other health issues.

In order to agitate these issues, we directly call them out in our headlines, hooks, and ad copy.

Then offer the solution: Offer your unique value proposition and explain how your services can solve their problems and meet their needs.

In order to craft your unique value proposition for your offer you can use the following framework.

I help (insert your target market) to (insert the result you achieve) through using our (insert unique mechanism).

Here is an example:

I help people suffering from back pain, swelling, and inflammation to reset their aging and regain a youthful appearance by using my 5-phase exposure therapy program.

This blanket statement will serve as a guide for your copywriters to craft your headlines, captions, body text, etc. as it contains your target audience, your solution, and how you get your customers from point A to point Z.

Conclude with a call to action: Use a strong and clear call to action that guides users towards the desired action, such as clicking on the ad to learn more or signing up for your offer.

A call to action might be the most important part of your advertisement. Without it, how will people know to take action and end up converting?

At the end of the day, telling people to sign up, schedule now, learn more, or book an appointment is going to do much better than not asking them to do anything.

But how do you craft a truly compelling call to action that moves your audience emotionally and makes them feel truly called to what it is you have to offer?

Your call to action is simply the climax of the build-up process your copy is doing. A great CTA is placed meticulously when the user has been moved emotionally and where they are most likely to take action.

Let’s take a look at an example:

In this video, Dr. Cole hooks viewers in by calling out their specific pain points.

Then he dives into educating his audience on the real reason they’re experiencing them and what his unique solution is.

After he tells them what their life could look like after implementing his solution—where they feel a sense of reprieve—he then hits them with the call to action.

This is a great example of the call to action being the climactic moment after the rollercoaster of emotions he brought his audience through. 

Step 4: Landing Page Optimization

Ensure your ad leads users to a dedicated landing page that is aligned with the ad’s message. 

The landing page should reiterate the value proposition of the ad.

You’re taking your audience through a personalized experience and a step-by-step system designed to get them to purchase your product. 

The experience should be extremely smooth and the information should be congruent with what they just heard in your advertisement. If not, you’re going to lose them and your opt-in rate will be below average.

So how do you ensure that your landing page matches your advertisement?

We do a thorough inspection of our client’s funnels, websites, social media pages, and more where we take notes on the specific language that is being used.

Once that thorough inspection is completed, we then begin working on the copywriting which allows us to write within our templates and frameworks using the client’s brand voice.

Auditing your content for synchronicity at each point in your funnel will ensure that nothing falls through the cracks and give you the ability to spot any errors you may need to address.

Clearly present your free lead magnet, webinar, or video sales letter: 

Include a prominent call to action for users to convert (e.g., sign up, buy, contact).

For any webinar, lead magnet, or VSL training a great CTA to use for your button is ‘Get Instant Access’.

This cuts through the objection running through your audience’s head of when they will actually get access to the resource, making them more likely to take action to achieve the reward.

It’s important to have a clean and user-friendly design. There’s no need to overcomplicate your opt-in page with a bunch of different web elements.

In fact, we see that the simplest opt-in pages perform the best and create way less friction at the beginning of funnels. 

Don’t believe us? Let’s take a look at the numbers:

Amped Local’s Landing Page: Opt-in Rate – 21.35%

Lifelong Learning’s Landing Page: Opt-in Rate – 28.23%

Double-check to make sure your page is loading quickly and is mobile-responsive.

The surefire way to lose the confidence of your users is to make them wait more than 2 seconds to see your content.

I know… we’re so privileged these days.

But the truth is, your competitor’s landing page loads in 0.5s. So why wouldn’t they just look at their stuff instead of yours?

Step 5: Tracking and Conversion Measurement

Implement conversion tracking to measure the effectiveness of your ad campaign. 

Set up tracking for key actions such as sign-ups, purchases, or inquiries. This data will help you evaluate the ROI of your ads and optimize for better results.

Here is an example of funnel and conversion tracking flow:

• Opt-In Page: Lander View
• Webinar / VSL: Lead
• Scheduler Page: Scheduler View
• Application Page: Booked Call
• Thank You Page: Submitted Application

Once you get all your conversions set up at each point in your funnel, you’ll need to use a third-party tracking system, like Hyros, to get 95% accurate reporting on your conversions including sales. Check out this article to learn more about how we use Hyros to get the most accurate tracking—and how we use it to optimize lead quality.

Step 6: A/B Testing and Optimization

Continuously improve your ad’s performance through A/B testing:

• Test different headlines, ad copy, and calls to action.  
• Experiment with various ad extensions to see which ones drive the best results. 
• Monitor your campaign’s performance metrics, such as click-through rate (CTR) and conversion rate. 
• Use the insights gained to refine your ads, targeting, and landing pages for better conversions.

Once you find winning variations, try to beat the control with a new hook, a more compelling call to action, or a more meaningful story.

Let’s take a look at how to optimize Google Ads effectively using these 6 steps: 

1. Laser-Focused Audience Targeting

Utilize advanced audience targeting options to reach individuals who closely match your customer avatar’s profile.

Refine demographics, interests, and behaviors to ensure your ads are shown to the most relevant potential clients.

Come up with 5-10 new custom affinity, custom intent, custom website, or demographics each month to discover new winning audiences to add to your portfolio.

Continuing to find new winning audiences and honing in on the demographics will ensure that your targeting moving forward will be efficient and lead to saving much more money with your ad spend.

2. Keyword Optimization

Continuously monitor and refine your keyword list. Focus on high-intent, relevant keywords that align with your offerings.

Use these keywords in your Search campaigns as well as for building up your custom audiences for video campaigns.

You can find out what keyword variations you’re ranking for by going into the Search Term section of your campaigns.

Add irrelevant keywords into your negative keyword list so you no longer waste any ad spend on them.

3. Landing Page Optimization

Ensure your landing pages are fully optimized for conversions. The landing page experience should match the promise of your ad.

Implement clear and prominent calls to action, minimize distractions, and improve load times.

Do a thorough inspection of your website, social media platforms, and your funnel to identify specific keywords, key topics, and the verbiage used to talk about them.

There should be consistent themes across the board, and you can incorporate the specific language you used into your sales funnel and advertisements to make them more congruent.

4. Conversion Tracking and Measurement

Set up accurate conversion tracking to measure the actual impact of your ads on lead generation, sales, or other key actions.

Analyze conversion data to identify which campaigns, keywords, and ad variations are driving the best results.

Shift your budget away from the losing campaigns and put them into your winners to optimize your spending.

If you want to get the best bang for your buck with your ads, then we also highly recommend setting up Hyros to track your advertisement performance.

5. Bid Management:

Adjust your bidding strategies based on the value of different keywords and the likelihood of conversion.

Use automated bidding options like Target CPA (Cost Per Action) to align your bidding with your desired cost-per-action range.

This will push Google’s algorithm to get cheaper conversions for your account.

6. Ad Schedule Optimization:

Analyze the times and days when your ads perform the best.

Adjust your ad schedule to focus your budget during peak performance periods.

Biweekly Actions: Fine-Tuning For Optimal Performance

Keyword Monitoring and Refinement:

• Review search terms triggering your ads.
• Adjust keyword bids for better-performing keywords.

Ad Copy Testing and Optimization:

• Test new ad copy variations.
• Identify which ad copy resonates best with your audience.

Conversion Data Analysis:

• Analyze recent conversion data.
• Identify trends and adjust campaigns accordingly.

Monthly Actions: Refining Your Campaign Strategy

Audience Refinement:

• Analyze audience demographics and behaviors.
• Refine targeting based on performance and insights.

Landing Page Performance:

• Assess landing page performance metrics.
• Make necessary updates to improve conversions.

Bid Strategy Adjustment:

• Evaluate bid strategies and ROAS performance.
• Adjust bids to align with the desired ROAS range.

Quarterly Actions: Holistic Campaign Assessment

Comprehensive Campaign Review:

• Conduct a holistic review of campaign performance.
• Identify overall strengths, weaknesses, and opportunities.

Keyword Expansion and Optimization:

• Research and add new relevant keywords.
• Remove underperforming keywords to optimize the budget.

Ad Copy Audit and Improvement:

• Review ad copy across campaigns.
• Identify areas for improvement and adjust accordingly.

Conversion Funnel Analysis:

• Examine the entire conversion journey.
• Identify any bottlenecks and optimize user flow.

Budget Reallocation:

• Analyze budget distribution across campaigns.
• Adjust budgets based on campaign performance and goals.

Mastering Google Ads optimization is all about strategy. 

Start by precisely targeting your audience, and constantly refining demographics, interests, and behaviors for relevance. Optimize keywords and bidding to keep costs in check; make sure your landing pages align with your ad promises and set up robust conversion tracking for maximum impact. 

This is how you stay ahead of the game with efficient AdWords optimization.  

Regularly scheduled actions and quarterly assessments will keep your campaigns on the path to improvement, higher ROI, and overall success.  

Want to learn more about how to optimize your Google ads to scale your business? Book a call now to get started.

A distinct group of entrepreneurs and thought leaders shines brightly in the world of online marketing. These visionaries invest significantly in their ventures, channeling more than $10,000 per month into paid advertising. Their financial acumen has propelled them to the upper echelons of financial success, with incomes reaching multiple six to seven figures. 

What sets them apart is their mastery of crafting profitable online sales funnels, serving niche markets such as coaching, consulting, speaking, and subject expertise.

However…

Even as these business owners continue to shape their industries, there exist consistent obstacles when it comes to scaling their Facebook ad campaigns, including 

• Balancing escalating ad budgets with maintaining cost efficiency.
• Identifying and targeting new audiences.
• A constant need for new and creative ads to capture and maintain audience interest.
• Time Management
• Continuous learning and adaptation to Facebook’s ever-evolving algorithm.

Our 3-phase scaling strategy offers a path to overcome these challenges and thrive in your industry.

In today’s article, we will break down our 3-step methodology (and give you 5 more steps to take it to the next level) so that you can successfully scale using Facebook ads.

Start With the Audience as Control Group

You might be wondering why we start with creative testing instead of audience testing in phase 1 when it comes to learning how to scale your Facebook Ads. 

To put it simply, most of the accounts we work in have already discovered winning audiences. They might not be producing revenue quite yet, but the leading indicators of success such as the cost per thousand impressions (CPM’s), cost per click (CPC), and click-through rate (CTR) indicate these are good audiences to start with.

Most ad accounts have poor ad creatives and overall funnel strategy. When looking for audiences that are performing well in your account, customize your columns so that you can clearly see the leading indicators of success, as mentioned above.

Look for the audiences getting the best CPM’s, CPC’s, and CTR’s.

Once you have built your list of performing audiences, now it’s time to plug them into a new creative testing campaign.

What To Do If You Don’t Have Any Account Data

If you don’t have any account data, then you’ll still want to start with the audience as your control variable. Since the biggest issue to tackle with a fresh ad account is finding reliable creatives, this is what we want to solve first.

Let’s say you are starting a new ad account at $100 per day, the structure we would recommend is as follows:

Creative Testing Campaign – Set to Adset Budget Optimization – Optimizing Towards First Event in the Funnel (Oftentimes this will be the Lead event)

• Adset #1 – $20 Per Day – Single Interest – New Creatives
• Adset #2 – $20 Per Day – Single Interest – New Creatives
• Adset #3 – $20 Per Day – Single Interest – New Creatives
• Adset #4 – $20 Per Day – Stacked Interests – New Creatives
• Adset #5 – $20 Per Day – Stacked Interests – New Creatives

Campaign Structure Walk-Through

Step 1: Select your objective based on your specific account situation.

Scenario 1: Brand New Account. Select the first event in your funnel which is most often leads for coaches and consultants.

Scenario 2: Under-Seasoned Account ($0 to $100k in total spend). Select the event that is furthest down your funnel which you have the most event data for (Best results optimizing for a conversion with 500 or more events fired in the account).

Scenario 3: Well-Seasoned Account ($100k – $10 million). Select the sales objective to optimize based on the sales data you have collected over time.

Step 2: Name your campaign for organizational purposes.

We follow this naming convention to keep our campaigns organized in our accounts for easy accessibility. (Media Buyer Initials – Type of Campaign – Objective – Funnel Name – Date)

Step 3: Name your ad set using the following naming convention to keep your audiences organized (Single Interest or Label it “Interest Stack” – Gender – Age Range – Household Income).

Step 4: Select the area where your leads will be generated (this will most often be the ‘website’ option).

Step 5:  Select your performance goal, the pixel you’re using, and the event you want to optimize for.

Step 6: Set your daily ad budget. (Your overall testing budget should be around 10-20% of your overall marketing budget)

Step 7: Choose the location you’ll be advertising in, your target market’s age range, and select the interest(s) you’ll be targeting.

Step 8: Select the language of your target audience and choose which placement strategy you’d like to use.

Advantage+ Placements: This is great for starting out and building your account.

Manual Placements: Once you have enough account data, you can begin manually selecting the placements that are performing the best for you.

1. Filter your reports by placement

2. Analyze which placements are working best for your ads

Step 9:  Name your ad for organizational purposes.

Step 10:  Choose your Facebook and Instagram accounts.

Step 11:  Select create ad, manually upload, and single image or video options.

Step 12:  Add your image or video creative, your primary text (body copy), the headline, and the description.

Step 13: Select which call to action you want to use, insert the link you’re sending traffic to, and insert a display link if you want to clean up your link and make it look more professional.

Step 14: Make sure the correct pixel is selected.

Step 15:  Build out your URL parameters for any third-party tracking services you use. (ClickFunnels, HubSpot, Hyros, etc)

Step 16:  Double check your entire setup to make sure everything is set to your liking and then publish your ads.

Creative Becomes Control Group

Once you have found 3-10 winning creatives, you can now start expanding your audience portfolio. With the new data in your account, you can also begin creating lookalike audiences based on your event data. 

Lookalikes are very powerful audiences you can use on your account to target people more like the traffic who’ve already taken specific actions in your funnel. We suggest testing lookalikes for leads, booked calls, and sales when you get at least 100 contacts at each level.

The more contacts you have, the better the probability of your lookalike performing. When we test our lookalikes we test 0% – 1%, 1% – 2%, 2% – 3%, 3% – 4%, and 4% to 5%.

Over time we have found that these percentage ranges have the highest probability of success.

Campaign Structure Walk-Through

The campaign structure is basically identical to the creative testing campaign. The only difference is you’re going to be labeling the campaign as an “audience testing campaign” of course for organizational purposes.

With this campaign setup, you can begin testing the new lookalikes you’ve created, new single interests you’ve found, or even some more audience stacks you’d like.  

The goal is to identify more winning audiences using performing creatives as the control group. This will help you to horizontally scale your ad account, which we’ll talk about later. 

Set Up The CBO Campaign

Now that you’ve found your best-performing creatives and audiences, it’s time to set up your big kahuna, CBO scale campaign you can run at $100 all the way up to $10,000 per day. This will be the campaign in your account that will drive the most results for your business.

At this point, you’re going to be targeting booked calls or sales conversions based on which will optimize the best and have the biggest impact on the campaign. You’ll want to make these considerations:

1. Do I have enough sales data in the account to make a meaningful impact on the optimization of this campaign? (100+ sales events)
2. If not, I’d most likely be better off running it toward booked calls or leads, depending on whether I have 100+ booked call events or not.

Next, you’ll want to name your campaign accordingly.

In order to set your campaign budget at the campaign level you’ll turn on this switch. Turning this on will automatically turn your campaign into a campaign budget optimization (CBO) mode.

Duplicate Best Performers

After that, you’ll go into your audience testing and creative testing campaigns to duplicate the best-performing ad sets into your new scale campaign.

You must publish your CBO campaign in order to duplicate your ad sets across campaigns.

You can simply turn the published campaign and immediately turn it off so that it doesn’t spend without the correct setup.

Now that you have your campaign published you will use these settings to duplicate your best-performing ad sets over to your new CBO campaign.

Always select “Show existing reactions, comments, and shares on new ads” so your social engagement transfers over to your new campaign. Once you get all of your best-performing ad sets from your audience testing and creative testing campaigns, make sure to delete all of the ads that were not high performers from the ad sets.

Finally, when you have your ad sets boiled down to your best creatives, double-check them all and make sure they are set up correctly.

Now you’re ready to publish your scale campaign!

We followed this exact scaling process to quadruple Megan Tuohey’s profits and you can learn more about that by clicking here.

Once you’ve published your scale campaign, here are 5 more steps to optimize even further.

As a general rule of thumb, you want to allocate 80% of your resources (ie. ad budget) towards what is tried and true. This will ensure that the majority of your budget is going towards the campaigns getting you the best results. So what do you do with the other 20%?

The other 20% is going to be used for constantly testing new things so that when your tried and true creatives fatigue, you are prepared. This budget allocation strategy allows you to do a couple of things:

• Find new winning variations before your current winning creative fatigue.
• Expand your winning creative and audience portfolio so that you can more easily scale your account when the time comes.

This will create a seamless environment within your ad account and allow you to stay profitable for years to come.

Another type of campaign we use solely for organizational purposes is called the Builder Campaign. We follow the same exact process as we do with duplicating winning ad sets and we paste them into a campaign labeled, “Builder Campaign”.

This allows us to keep all of our winning ad sets organized for future use and to make sure all of them are in one easy-to-access campaign.

We get it! Coming up with new creative ideas and ad angles is HARD…

In fact, we’ve spent the last five years developing our creative team and processes and we still don’t have it perfected. But we have learned a TON in the last five years and after spending over $150 million dollars on ads.

One of the big lessons we’ve learned is in order to be proactive with your creative strategy, you need to sit down once a week, once a month, or once a quarter to brainstorm new big ideas. Our creative team goes over new ad ideas for one of our media buyers and deploys them into our creative creation process.

Consistently coming up with new big ad ideas will ensure that the pipeline always stays full and you’re able to consistently get new creatives into production.

Using ChatGPT to give you more single-interest ideas to explore for your specific customer avatar.

Here’s a prompt idea you can use to get started:

This will spit out 25 single interests you can pick and choose from for your audience testing exploration.

Vertical Scaling

Vertical scaling at the ad account level includes increasing the budget of existing campaigns.

You are scaling up already existing campaigns by increasing budgets. Vertically scaling an ad account can often take more time as big shifts in budgets can impact your performance.

You do not have to follow this rule, but we find that scaling campaigns incrementally by increasing the budgets by 20% every 2-3 days has a higher probability of keeping the KPI’s consistent. If you’re looking to increase your budget higher and faster than 20% increments, then we suggest plugging all your best performers into a CBO campaign or another CBO campaign if you’re already running one.

Horizontal Scaling

Horizontal scaling is when you start looking at other verticals you could expand out to. For example, our client Douglas James’ primary vertical is veterans who want to make money and provide for their families. 

He is also able to tap into the entrepreneurial vertical because these people also want to make money using his program.

Examples of other sectors you could look into scaling ‘out’ to are healthcare, government, finance, energy, agriculture, real estate, legal services, and more.

Avoid These 7 Common Pitfalls when Scaling Your Facebook Ads

1. Ignoring Ad Frequency

A huge pitfall that advertisers often miss is their campaigns tanking due to high ad frequency. The ‘Frequency’ metric allows you to gauge how many times people are seeing your ad. You want this to remain as low as possible at ‘1’ so that you’re continuously showing ads to new people within your targeting.

However, when you’re scaling especially you can see your Frequency increase leading to poor results and wasted ad spend. Make sure to turn this column on and check it frequently to ensure you’re not wasting your budget.

2. Using the ‘Create Ad’ with Existing Creatives instead of ‘Existing Ad’

We see it all too often when advertisers want to scale out a winning advertisement. When they duplicate the ad into another campaign, they forget to turn it into an existing ad. This is the option you want to turn on when you duplicate it out to another campaign.

If you do not select this option it will completely wipe out all of the social engagement you’ve collected over the duration of running your campaign.

All of this social proof and engagement gets wiped to 0 and your ad has to start from scratch instead of leveraging the engagement you’ve already got to attract more people.

3. Increasing Budgets Too Quickly

As briefly mentioned above, increasing your ad spend too quickly can often tank your ad results. The problem is that just because an ad performs at the initial budget you set, it doesn’t mean it’ll perform at a higher budget.

There are phases to confirming whether or not your ad is truly a winner.

• Phase 1: Performs within KPI at initial testing budget
• Phase 2: Performs within KPI at scale budget 
• Phase 3: Performs for months within KPI at scale budget

If you try to scale a Phase 1 or Phase 2 creative too quickly, there is a good chance it could tank at the next level. However, you’ll have much better success if you try scaling a Phase 3 creative.

4. Underprepared for Creative Fatigue

The ugly truth is that the creative working the best in your account right now is bound to fatigue at some point. It’s very tough to say when that time will come but it’s best to do what’s in your control to be prepared for when it does.

By implementing the 3-phase scaling methodology we discussed in this article, you’ll continuously be able to find new winning creatives and audiences to plug in when that ad or audience dies. This is a simple but proactive approach that will prepare you for the future and also get you the best results in the present.

5. Audience Saturation

Similarly to Frequency, if your audience is seeing stale content that they aren’t resonating with, then the overexposure will cause your campaign to tank. The best way to avoid this is to expand your winning audience portfolio so you’re showing ads to multiple different audiences.

This displays the importance of the audience testing campaign because it will allow you to find more winning audiences and avoid falling victim to this issue.

6. Scaling at the Wrong Time

The ideal quarters for scaling an offer can vary significantly depending on the nature of your business, the target audience, and the offer itself. However, there are some general considerations to keep in mind:

Best Quarters for Scaling an Offer: 

Q4 (October to December)

This is typically the strongest quarter for many businesses. The holiday shopping season, starting with Black Friday and continuing through Christmas, can lead to a significant increase in sales and a prime opportunity to scale offers. People are in a buying mindset, and there’s a strong sense of urgency.

Q2 (April to June)

The second quarter often sees an uptick in economic activity, with consumers spending on spring and summer-related products. This can be a good time to scale offers related to outdoor activities, travel, fashion, and home improvement.

Worst Quarters for Scaling an Offer: 

Q1 (January to March): 

The first quarter can be challenging for some businesses, as consumers may be recovering from holiday spending and resolutions for frugality. However, this varies by industry, and some businesses may still find opportunities to scale.

Q3 (July to September): 

Q3 can be slower for certain industries, as people are away on summer vacations, and spending patterns shift. However, this can also be a strategic time for businesses to prepare for the upcoming holiday season.

It’s important to keep in mind that these are general considerations and your offer and industry could have different trends. The best thing to do is collect quarterly data over the span of years to see which quarters your business performs the best in and which quarters you perform the worst in.

This will give you the best shot of determining when a good time to scale your offer is for your specific situation.

7. Rising Cost Per Click

Cost per click is one of the most important metrics to track because it tells you how much it costs to get someone just to see your funnel. Well, when you scale your ad account drastically ie. 2x’ing, 3x’ing, or more with your budget can cause increases in cost per click.

If you don’t pay close attention to this metric, then it could cause the downfall of your ad account. Even a 20% increase in your cost per click can have drastic effects all the way down your funnel. You have a couple of different options here and both are challenging to implement:

• Produce better creatives to reduce the cost per click (CPC)
• Optimize your funnel to brace the impact of an increase in cost per click (CPC) 

Want to learn more about how to scale your Facebook ads and overcome the challenges of online marketing?

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