REQUIREMENTS NEEDED
FB STRATEGY 2021
PHASE 1 REQUIREMENTS
$1000-300 BUDGET NEEDED/ $50 -$100 PER DAY
1 VIDEO
4 PHOTOS
3 HEADLINES
3 AD COPIES PER
TESTING PHASE 1
FB STRATEGY 2021
CAMPAIGN & ADSET SETUP
ABO – CONVERSIONS – 7 ADSETS – BUDGET USD $10 PER ADSET, PER DAY
PURCHASE- COUNTRIES EPACKET – AGE 21-65 – GENDER – BOTH LANGUAGE ENG ALL
DETAIL TARGETING – PAGES – MAGAZINES – EVENTS – INFLUENCERS
POTENTIAL REACH 10-500 MILLION – EXCL – DS - AX - AZ
PLACEMENTS – FB FEEDS & INSTA FEEDS
7 DAY CLICK OR VIEW
TESTING PHASE 1
HIGH BUDGET
PHASE 1 OBJECTIVES
TEST DIFFERENT INTERESTS /AUDIENCES
FIND WHICH CREATIVES ARE THE BEST
OUT OF PHOTO, CARSOUL, VIDEO
TESTING PHASE 1
FB STRATEGY 2021
AD SETUP
SELECT BOTH YOUR FACEBOOK PAGE & INSTAGRAM PAGE
CREATE 3 ADS PER ADSET, AD 1 VIDEO AD COPY SHORT HEADLINE 1
AD 2 PICTURE AD COPY LONG HEADLINE 2
AD 3 CARSOUL AD COPY LONG HEADLINE 3
CALL TO ACTION SHOP NOW
TESTING PHASE 1
FB STRATEGY 2021
RUN THE CAMPAIGN FOR 72 HOURS
KILL THE FOWLING ADSETS IF THET DON’T MEET THE RULES:
12 HOUR RULE = 1 LINK CLICK PER ADSET
24 HOUR RULE = CPC – COST PER CLICK HIGHER THAN $1.75 PER ADSET KILL
48 HOUR RULE = NO ATC – ADD TO CART OR IC – INIATE CHECKOUT PER ADSET KILL
72 HOUR RULE = 1 SALE PER ADSET OR 5 ATC/IC OR KILL
IF YOU HAVE AT LEAST 1 SALES FOR THE WHOLE CAMPAIGN YOU CAN MOVE FORWARD TO PHASE 2
DUPLICATE THE CAMPAIGN ONLY CHANGE THE INTERESTS PER ADSET
TESTING PHASE 2
FB STRATEGY 2021
OBJECTIVES FOR PHASE 2
GET CONSISTENT SALES – 1-3 SALES PER DAY
BY TESTING SIMILAR INTERESTS TO THE WINNING ADSET WITH THE MOST SALES
ALSO BY USING THE SAME WINNING AD WITH THE MOST ATC & CTR
FOR EXAMPLE IF ADSET WITH STREETFASHION AS AN INTEREST GETS A SALE WE WILL
HIT SUGGESTIONS FOR OUR NEXT ROUND OF ADSETS
FOR EXAMPLE IF CREATIVE 2 GETS THE BEST CTR & ATC WE WILL BE USING THAT
CREATIVE FOR THE NEXT ROUND IN PHASE 2
TESTING PHASE 2
FB STRATEGY 2021
FINDING NEW INTERESTS FOR PHASE 2
HIT THE SUGGESTION BUTTON ON THE CURRENT ADSET WITH THE WINNING INTEREST
PICK AN INTERESTS WITH AT LEAST 5 MILLION REACH – FIND 5 NEW INTERESTS FOR THE
5 NEW ADSETS
USE NERDYSOULTONS TO FIND INTERESTS OR FACEBOOK SUGGESTIONS
NOW YOU SHOULD HAVE 5 NEW INTEREST RELATED TO YOUR WINNING INTEREST IDEAS
FOR PHASE 2
TESTING PHASE 2
FB STRATGEY IN 2021
CAMPAIGN SETUP
THE LOOSING ADSETS THAT DIDN’T FIT THE RULES
SHOULD BE TURNED OFF FROM PHASE 1
DUPLICATE THE WINNING ADSET 5 TIMES – IF THERE
ARE 2 WINNING ADSETS BASED ON PURCHASES PICK
THE ONE WITH THE BEST ATC & IC
TESTING PHASE 2
FB STRATEGY 2021
RUN THE CAMPAIGN FOR 48 HOURS
24 HOUR RULE = CPC – COST PER CLICK HIGHER THAN $1 PER ADSET KILL
48 HOUR RULE = 1 SALE PER ADSET OR KILL
IF YOU HAVE AT LEAST 3 SALES FOR THE WHOLE CAMPAIGN YOU CAN MOVE FORWARD
TO PHASE 3
IF YOU HAVE 1-2 SALES RESET THE PROCESS FROM PHASE 1 WITH OTHER INTERESTS
RELATED TO THE WINNING INTREAT AND USE YOUR 2ND BEST AD
TESTING PHASE 3
FB STRATGEY
OBJECTIVES FOR PHASE 3 SCALING
COLLECT MORE POSITIVE DATA FOR
VV%95&VV%75&VV%50
SO WE CAN BUILD PROFITABLE LOOK
ALIKE AUDIENCES
TESTING PHASE 3
FB STRATEGY 2021
CAMPAIGN SETUP
DUPLICATE THE ADSETS WITH 2 SALES 3 TIMES IN THE ORIGINAL
ABO CAMPAIGN
FOR EXAMPLE – STREETWEAR – HIPHOPFASHION –
LONDONFASHION HAVE 2 SALES IN PHASE 2 I WILL DUPLICATE
THE ADSET 3 TIMES DON’T CHANGE ANYTHING
THE AD SETUP IS THE SAME BUT YOUR USING THE WINNING AD
FROM PHASE 1 IF THERE ARE 2 WINNING ADS PICK THE ONE
WITH THE BEST CTR & ATC
TESTING PHASE 3
FB STRATEGY 2021
RUN THE CAMPAIGN FOR 48 HOURS
WE WIL KILL AGGRESSIVELY DUE TO PROFITABILITY
24 HOUR RULE = CPC – COST PER CLICK HIGHER THAN $1 PER ADSET KILL
24 HOUR RULE = ATC OR IC – 2 PER ADSET KILL
48 HOUR RULE = AMOUNT SPENT HIGHER THAN BEP - PER ADSET KILL
IF YOU HAVE AT LEAST 4 SALES FOR THE WHOLE CAMPAIGN YOU CAN MOVE FORWARD TO PHASE
4
IF YOU HAVE 0-3 RESET TO PHASE 2
MANAGING CASHFLOW
HIGH BUDGET
ONLY SCALE WHAT YOUR BANK CAN AFFORD
PAYMENT GATEWAYS TAKE 3-21 DAYS TO PAYOUT
GET A BUSINESS CHARGE CARD
TESTING PHASE 4
FB STRATEGY 2021
CAMPAIGN SETUP FOR LAA
YOU NEED 2000 VIDEO VIEWS FOR 95%, 75%, 50%
IF YOUR WINNING CREATIVE WASN’T A VIDEO SKIP THIS SECTION
TESTING PHASE 4
FB STRATEGY 2021
CUSTOM AUDIENCE LAA SETUP
GROUP 50%, 75%, 95% TOGETHER
THEN CREATE 10 LAAS
LAA 1 = 1%
LAA 2 = 2%
AND SO FOURTH
TESTING PHASE 4
FB STRATEGY 2021
CAMPAIGN & ADSET SETUP
ABO – CONVERSIONS – 10 ADSETS – BUDGET USD $7 PER ADSET, PER DAY
PURCHASE- TOP PREFORMING COUNTRY – AGE 1-65 – GENDER – BOTH LANGUAGE ENG
ALL
1 CUSTOM AUDIENCE %LAA PER ADSET
PLACEMENTS – AUTO PLACEMENTS
7 DAY CLICK OR VIEW
TESTING PHASE 4
FB STRATEGY 2021
AD SETUP
SELECT BOTH YOUR FACEBOOK PAGE & INSTAGRAM
PAGE
USE YOUR WINNING CREATIVE
TESTING PHASE 4
FB STRATEGY 2021
RUN THE CAMPAIGN FOR 72 HOURS
KILL THE FOWLING ADSETS IF THET DON’T MEET THE RULES:
12 HOUR RULE = 1 LINK CLICK PER ADSET
24 HOUR RULE = CPC – COST PER CLICK HIGHER THAN $1.75 PER ADSET KILL
48 HOUR RULE = NO ATC – ADD TO CART OR IC – INIATE CHECKOUT PER ADSET KILL
72 HOUR RULE = 1 SALE PER ADSET OR 5 ATC/IC OR KILL
REPLACE THE TURNED OFF ADSETS WITH A DUPLICATED WINNING ADSET
TESTING PHASE 5
FB STRATEGY 2021
CAMPAIGN SETUP FOR LAA
YOU NEED 2500-3000 PAGE VIEWS
IF YOU DON’T HAVE THE REQUIREMENTS KEEP TESTING INTEREST
TESTING PHASE 5
FB STRATEGY 2021
CUSTOM AUDIENCE PAGE VIEW LAA SETUP
GO CUSTOM AUDIENCE WEBSITE
THEN CREATE 10 LAAS
LAA 1 = 1%
LAA 2 = 2%
AND SO FOURTH
TESTING PHASE 5
FB STRATEGY 2021
CAMPAIGN & ADSET SETUP
ABO – CONVERSIONS – 10 ADSETS – BUDGET USD $7 PER ADSET, PER DAY
PURCHASE- TOP PREFORMING COUNTRY – AGE 1-65 – GENDER – BOTH LANGUAGE ENG
ALL
1 CUSTOM AUDIENCE %LAA PER ADSET
PLACEMENTS – AUTO PLACEMENTS
7 DAY CLICK OR VIEW
TESTING PHASE 5
FB STRATEGY 2021
AD SETUP
SELECT BOTH YOUR FACEBOOK PAGE & INSTAGRAM
PAGE
USE YOUR WINNING CREATIVE
TESTING PHASE 5
FB STRATEGY 2021
RUN THE CAMPAIGN FOR 72 HOURS
KILL THE FOWLING ADSETS IF THET DON’T MEET THE RULES:
12 HOUR RULE = 1 LINK CLICK PER ADSET
24 HOUR RULE = CPC – COST PER CLICK HIGHER THAN $1.75 PER ADSET KILL
48 HOUR RULE = NO ATC – ADD TO CART OR IC – INIATE CHECKOUT PER ADSET KILL
72 HOUR RULE = 1 SALE PER ADSET OR 5 ATC/IC OR KILL
REPLACE THE TURNED OFF ADSETS WITH A DUPLICATED WINNING ADSET
TESTING PHASE 6
FB STRATEGY 2021
CAMPAIGN SETUP FOR VIEW CONTENT LAA
YOU NEED 1500-2000 VIEW CONTENT
IF YOU DON’T HAVE THE REQUIREMENTS KEEP TESTING INTERESTS OR OTHER
LAA’S
THE SETUP IS THE SAME AS THE OTHER LAA’S
TESTING PHASE 7
FB STRATEGY 2021
CAMPAIGN SETUP FOR ADD TO CART LAA
YOU NEED 200- 300 ADD AT CARTS
IF YOU DON’T HAVE THE REQUIREMENTS KEEP TESTING INTERESTS OR OTHER
LAA’S
THE SETUP IS THE SAME AS THE OTHER LAA’S
TESTING PHASE 8
FB STRATEGY 2021
CAMPAIGN SETUP FOR PURCHASE LAA
YOU NEED 100- 200 PURCHASES
IF YOU DON’T HAVE THE REQUIREMENTS KEEP TESTING INTERESTS OR OTHER
LAA’S
THE SETUP IS THE SAME AS THE OTHER LAA’S
TESTING PHASE 9
FB STRATEGY 2021
HOW TO SCALE LAA AUDIENCES
START TO GROUP THE MOST SUCCESSFUL LAA % IN 1
ADSET FOR EXAMPLE IF ADD TO CART 1 & 3% ARE
PERFORMING WELL MAKE A NEW LAA FOR 1-3%
THEN CREATE AN ADSET FOR IT
TESTING PHASE 10
FB STRATEGY 2021
HOW TO SCALE LAA AUDIENCES
START TO TEST OTHER TOP PREFORMING COUNTRIES
IN LAA’S TRY UK INSTEAD OF US
OR GROUP THE BEST PREFORMING COUNTRIES IN ON
LAA
TESTING PHASE 11
FB STRATEGY 2021
CAMPAIGN SETUP FOR RETARGETING
TRY ALL THE SAME VALUES IN LAA’S IN RETARGETING
WORK YOUR WAY BACK THE FUNNEL START AT 180 DAYS – 7 DAYS
TESTING PHASE 11
FB STRATEGY 2021
CUSTOM AUDIENCE LAA SETUP
GROUP 50%, 75%, 95% TOGETHER
THEN CREATE 10 LAAS
LAA 1 = 1%
LAA 2 = 2%
AND SO FOURTH
TESTING PHASE 11
FB STRATEGY 2021
CAMPAIGN & ADSET SETUP RETARGETING
ABO – CONVERSIONS – 10 ADSETS – BUDGET USD $5 PER ADSET, PER DAY
PURCHASE- TOP 5 COUNTERS – AGE 18-65 – GENDER – BOTH LANGUAGE ENG ALL
1 CUSTOM AUDIENCE RETARGETING VALUE EXCLUDE OTHER NON RETARGETING VALUES
PLACEMENTS – AUTO PLACEMENTS
7 DAY CLICK OR VIEW
TESTING PHASE 11
FB STRATEGY 2021
AD SETUP
SELECT BOTH YOUR FACEBOOK PAGE & INSTAGRAM PAGE
MAKE A NEW CREATIVE
VIDEO OR PHOTO OF TESTIMONIAL
AD COPY RETARGETING
AD HEADLINE RETARGETING
TESTING PHASE 11
FB STRATEGY 2021
RUN THE CAMPAIGN FOR 72 HOURS
KILL THE FOWLING ADSETS IF THET DON’T MEET THE RULES:
12 HOUR RULE = 1 LINK CLICK PER ADSET
24 HOUR RULE = CPC – COST PER CLICK HIGHER THAN $1.75 PER ADSET KILL
48 HOUR RULE = NO ATC – ADD TO CART OR IC – INIATE CHECKOUT PER ADSET KILL
72 HOUR RULE = 1 SALE PER ADSET OR 5 ATC/IC OR KILL
REPLACE THE TURNED OFF ADSETS WITH A DUPLICATED WINNING ADSET
TESTING PHASE 12
FB STRATEGY 2021
HOW TO SCALE WINNING CAMPAIGNS
DUPLICATE THE CAMPAIGN INTO CBO FORMAT MAKE THE CBO $100
MAKE THE MINIMUM ADSET SPEND 7$ 5 ADSETS MINIMUM
INCREASE THE CAMPAIGN BUDGET BY 30-50% ONLY IF PROFITABLE
ADJUST THE ADSET MINIMUM SPEND BASED ON THE WINNING ADSET
TESTING PHASE 2
FB STRATEGY 2021
RUN THE CAMPAIGN FOR 48 HOURS
24 HOUR RULE = CPC – COST PER CLICK HIGHER THAN
$1 PER ADSET KILL
48 HOUR RULE = 1 SALE PER ADSET OR KILL
IF YOU HAVE AT LEAST 3 SALES FOR THE WHOLE
CAMPAIGN YOU CAN CARRY ONE SCALING WITH CBO