Setting Up Cold-Traffic Facebook Targeting Ad Campaigns

Today, we’re going to talk about how to set up a cold traffic Facebook targeting ad from scratch. I am going to walk you through all of the steps in doing so.

We are going to be linking to an advertorial or a blog post. That blog post is then going to link to a sales page. Thus, what we were going to end up doing is moving a customer or cold traffic person. Not directly to a sale but through a side door where we’re getting a click. Instead, we’re sending them somewhere else.

We’re letting them learn about us, read about us a little bit, and then off into the mix of the next, often, to something else. Well, first of all, this is the GSD growth plan that we are following this week. This is a weekly checklist that walks you through an organic and paid traffic strategy. What we’re going to do is, we’re going to walk through the cold traffic setup today, which I think is on the second page of that.

To demonstrate, we’re going to go over to a Google doc. I’m going to show you what we’re doing. I’m looking through a bunch of our funnel setups, finding one that’ll work nicely for what we’re talking about. We’re going to drop this over on this page and then we’re going to share this screen. All right. I’m going to stop sharing the screen. Thank you for the hearts. Appreciate that. This is where we are.

This is a video sales letter funnel that we move, that we adopt for quite a bit of stuff. We massage this thing to work in a lot of different markets like our fully qualified leads, sales video. The sales funnel falls out of this. Anything low ticket tripwire, anything fully qualified lead generated. All is a mashup of this sales funnel.

facebook targeting

Facebook Targeting

What we’re going to do, today, we’re talking about Facebook targeting. We are looking at Facebook targeting and traffic right here. We’re kicking into a landing page or an advertorial. In this particular instance where we’re kicking into an advertorial, that advertorial is going to be this page. It’s a video.

A month ago on GSDdaily, I launch funnels. They go through this video, which is 100% content, 28 minutes of nothing but content, and then there’s a little button underneath. When they click on the button, they go into the sales video. You can see it follows this framework.

We have a Facebook targeting ad into an advertorial. In this case, it’s a video landing page. No opt-in. Some people call it sandwich squeezes. There are lots of other things that you can call it. They go into the video sales letter. Then once they do that, they fill out this little form. They go into the lead confirmation. In our case, they’re sent to the call scheduler, the calendar software.

It follows this framework exactly to a T. I’m not going to show you the email stuff setup, the email setup because that’s writing an email copy, scheduling the email. We talked quite a bit about email copy last week, but this is the general framework. Are we good so far? In the comments, just let me know if we’re good so far.

1. Create Facebook Ad Layout on Canva

What we’re going to do is, we have a Facebook targeting ad. In that Facebook ad, we created in Canva. I think we talked about it yesterday, setting up the Facebook targeting ad. This is the Facebook ad that we’re going to run. It is going to direct traffic to this page. We’re going to go through and set it up, which ultimately sends them to the sales video.

2. Create an Ad on Ads Manager Account

We’re going to go into Facebook now. Let’s go into our ad accounts. Then, I’m going to switch screens for this. Then we’re going to go here. I’m going to remove this. Share another screen. Let me go into the ads manager. This is my ads manager account.

What we’re going to do is, we are going to hit create an account or create an ad. Now, the primary purpose of this ad is a cold traffic ad. We’re looking to attract and engage people who don’t know that we exist just yet. What we do is, we label it. Cool. It’s going to be cold. We’re going to be promoting a launch funnel. Yeah, it’s a launch.

What is this thing? It’s a launch funnel video, how to build a launch funnel. Launch funnel, ABV for advertorial. We’re going to go down, going to be an auction. The buying type is going to be an auction. When you first start, it’s going to be traffic. Ideally, it shouldn’t be traffic. Ideally, it should be conversions, but basically, what we’re going to do is, we’re going to start by running traffic.

3. Set Ad Settings

Once we train the pixel, the Facebook targeting pixel, to about 50 conversions a week, then we’re going to flip off into a conversion campaign. We are setting up campaign budget optimization. That is one budget for the campaign and all of the ad sets underneath take from that budget. For each of the ad sets, you can then stipulate ranges. You can go from there. We’re going to create a new ad set. For the ad set, I usually make a descriptive. This is going to be look-alike audiences, male, 35 to 54 Facebook.

We’re going to do all. We’re going to let the Facebook targeting engine work for us. The ad name, we just have one ad. Normally, when we start a campaign, we have between five and seven ads, five and seven images. We do dynamic ads, but let Facebook targeting pick the dynamic ads because we ended up getting away cheaper traffic than anything else.

Today, what I’m going to show you is just setting up one ad. We’re going to save this as a draft. This is going to create a framework for it. It’s going to create the campaign, the ad sets, and the ads. Are we good so far? You can see my screen okay? All right. Cool. We go here and then we go into the ad set.

4. Set Ad Budget

It’s good to run as it is. Our daily budget, it’s going to start at $100. We can go up or down or pick a different one or whatever. The ad set itself, we want it to run on the website. We’re driving traffic to our website. We are not driving traffic to an app or WhatsApp or Messenger. We’re going to do dynamic creative.

We’re going to pick dynamic creative and hit okay. Hit continue. What it’s going to do is, Facebook is going to split test a ride for us. You can do a bunch of different images, a bunch of different videos, a bunch of different headlines. We’re just going to set that up because I think it’s probably the best way to set it up the first time out. I’d rather take an extra three or four minutes and show you the right way or show you the most current way, I should say.

Here, underneath audiences, this is where we start to pick who we want to see the ad. I just had a call with a client. We went through all of his audiences. We always set up cold traffic audiences. Your cold traffic audiences, especially when you’re starting a campaign or the people who don’t know who you are but who you want to.

5. Set Audience

If you’re a sales guy, if you’re selling sales training, then you want Grant Cardone’s audience. If you are selling internet marketing software, you want Russell Brunson’s audience. What you do is, you go through and you pick audiences. You lay your audiences in. If you have been around for a while and you have your audiences, then you can create custom audiences and lookalike audiences based on those custom audiences and then that ends up being sets of people who are like your buyers or like your leads.

We have lots of audiences because this is one of our accounts. For now, we’re just going to create … we’re going to grab lookalike audiences. They’re going to be warm leads or hot buyers, let’s say. Those are going to be our two lookalike audiences and then we’re going to go down to the age group.

5. Set Campaign Location

Additionally, the locations that I normally set up for Facebook targeting are anybody who was selling business development, business stuff, anything that isn’t segmented to the country is the United States specific. The segments that we’re looking at, the segments we want to try to hit are United States, United Kingdom, anything internet. If it’s the internet, it should be the United States, United Kingdom. Canada is the next one, New Zealand. All of our buyers come out of these five countries. Australia. Okay. All right.

6. Set Age Group

We scroll down here a little bit further. Age groups. Now, the age group is a tricky thing. When you’re starting and you don’t know what you’re doing or know who to start, go 35 to 64. If you don’t have 35 to 64, if you don’t have any, “This is my buyer. My buyer is 50 years old who blah blah blah” and you know that empirically, because for the most part, anybody under 35, they don’t buy shit on Facebook. If they’re older than 65, they don’t buy shit unless it’s golf, usually. There are some markets that they buy a lot. That’s where our sweet spot is.

Now, our sweet spot, I know our sweet spot is between 55 and 64, but this is a new campaign, a new offer. We’re going to see if it opens it up anywhere else. What we do is, go into detailed Facebook targeting. Usually, inside Facebook targeting, I set up either male or female. This one, we just not believe it. Now, your detailed targeting is where you’re going to layer your interest.

For this purpose, let’s say, this is a sales phone course or sales funnel advertorial, sales funnel video. Here, we’re going to talk or we’re going to put Ryan Deiss. In here, we’re going to put Russell Brunson. In here, we’re going to put Perry Belcher. Here, let’s see who else. Who else do we want? Mike Koenigs. I may not be spelling it right. Mike Dillard is another one. Let’s see, Brendon Burchard.

You can just kick through here and then add anybody who you want to hit with Facebook targeting. I always narrow the audience by at least one. What we’re doing is, we’re saying if they like any of these people and then they also like any of these or any of these things or these people, then show them the ad. Usually, what I try to do is, I layer in people in a thing. The thing might be Infusionsoft or FreshBooks, which is invoicing software or QuickBooks.

What we’re doing is, we’re layering in things people have to pay for, pay for when they are in business. Not only do they like somebody in business, but they’re also paying something, pay … Bill said, “Jason Drohn, he’s huge, haha.” Funny, funny. Not only do they like people in a market, but they also pay for something in the market to help with their business. You can just hit suggestions and accounting software into it; MailChimp, HubSpot. HubSpot is a big one. Salesforce is another one. What we’re doing is, we’re saying, “All right.”

Let me qualify this a little bit from an ad set standpoint. We’re looking for only cold people. Also going to exclude people who bought from us or are on our list currently. We’re going to exclude all of our warm leads, all of our buyers, and all shopping cart abandonment people. We’re opening it up to the market and we’re throwing out everybody who has already seen us.

We are saying, okay, of the people who are left, the people over here, then we’re going to drip them down into the country. We’re going to go through and we’re going to say, of all those people in the country who is between 35 and 64 and of all of those people who like Brendon Burchard, Mike Dillard, Perry Belcher, blah, blah, blah, and likes HubSpot, Infusionsoft into it.

What we’re left with is the number that we were left with was 150,000 people. In addition, this number doesn’t populate the way it used to. This is a great place to start. It was great for a cold traffic ad to start. Don’t worry about the hidden detailed Facebook targeting expansion thing just yet. We will get there. If you start increasing ad budget and you start running out of people, then that’s a good thing to do, but we’re not spending enough.

Even at $100 a day, $1,000 a day, we’re not spending enough to get in front of these people. Also, for automatic placements or where the ad is going to show up automatic placements, I go back and forth. I’ve talked to some people and they’re like “Automatic placements, shit. Yeah, that’s where you need to go.”

Generally, what I’ll do it, I’ll do manual placements and pull out audience network because I think audience network is shit traffic, but I have heard other people who run a ton of traffic say that audience network is great. I think the audience network is only great if you have a bunch of conversion data to back it up. If Facebook knows who they’re doing Facebook targeting, then the audience network is great, but if Facebook doesn’t and it’s a straight-up cold campaign, then pull out the audience network.

The other thing I would also recommend you do is, you could perhaps pull out devices too. You can just advertise on Facebook or just advertise on the desktop or just advertise on mobile. This is all your placement. That is all of that stuff. I have a call in 10 minutes. I’m going to have to get through the rest of this stuff here pretty quick. That’s a good thing. Our ad set, for the most part, is set up. We’re good there.

facebook targeting

For this reason, we’re going to go over our image. It goes campaign, ad set, image. You can have many images inside of an ad set. As many ad sets inside of a campaign. Furthermore, you can only have one campaign. You know you can have many campaigns inside of an ad manager or in that account. With this particular image, the one that we’re using, we’re going to go ahead and upload that.

It is going to be a single image or video. This is also where you would upload a video. We’re going to select the image. The image is going to be good. I already have it up here. It’s my son, Sebastian, messing around with computers. There is our image. You can see it here. We’ll link it up to a Facebook page. We could do a carousel, but we’re just doing a single image in a video.

We selected the image and crop the image from here if we wanted. If you remember, then what we have to do is, we need to tell it where we’re going to send traffic to. This was the page we were sending traffic to here, the launch funnel page. They go from Facebook and hit this page. They go from here into the sales video when they hit that button. We’re going to grab this link over to our image.

We’re going to set up the text, the headline, the description, but we’re going to drop that URL in right there. Now, it’s showing us our ad. It also pulled out the headline. If we want to let it use the blog subject as a headline, we totally can do that, but the reason I wanted to set up a dynamic campaign was to show you some of this functionality.

First, the primary text is what goes above the image. You can see it up. See, FDF. We’re going to use how to sell higher-end products on demand. Now, if we wanted to split test this headline with another one, we’re going to just hit add another option and secret formula reveals. The true strategies or ad conversions, whatever. Your s-i-o-n-s. Okay. We have another one. Download my stuff. Awesome. All right. What Facebook is going to do is, it’s going to split test between these headlines for us. We have no control over how it split tests, what it shows.

We have no control over any of that. All we can do is just set it up and let it go and trust that Facebook’s algorithm is going to win. However, Facebook’s algorithm always wins. Not always, but I mean Facebook’s dynamic campaigns oftentimes beat stuff that we have tested forever. I think it’s because Facebook just gives preferential treatment to the ads that it runs.

Consequently, we have our headlines. Our headline isn’t a bad launch funnel, how to sell high-end products, but we can split test this guy. How to sell higher-end products on demand. Maybe we just do another headline that is with a launch funnel or something like that. That’s not bad. With a launch funnel and then our description. Click here to read the article. That is our ad. Furthermore, if we look, hopefully, these things stop bouncing around and loading. We’re going to go and look at these things. We’re sending them to a website URL. We have a display link and we don’t need to worry about that. We have a button to learn more, the call-to-action button. You can also add your URL parameters for your UTM variables.

Accordingly, we’re going to just go check out some variations. There’s a mobile newsfeed. We have 18 variations of this ad. Now, we only have one image, but there are 18 combinations between the text and the headlines and everything that we had set up. Check this out. Here we go. How to sell higher-end products on demand? We’re going to refresh. I’m not sure what outdated there. Maybe nothing. There we go. Launch funnel, how to sell higher-end products on demand. There are lots of different ways that this thing ends up split testing.

We’re going to go back to the desktop. How to sell higher-end products on demand. The next version of this is going to be a secret formula that reveals the true strategies for ad conversions. The next setup is going to download my stuff. We can have different headlines.

Facebook will go through and test all these for you. It will continue running the best performing variation. It doesn’t tell you what that variation is though. It’s not like you can lock it in and then go do it again. Yeah, that’s how to set up a cold traffic Facebook ad using dynamic ads inside Facebook. Did you like today’s presentation? You should because it was awesome.

I have four minutes left and a couple of caveats. If you use a video in this sequence, so if we go through and we change, we can add a video into this mix. We’re going to select a video to split the test against. This is not a video for this particular advertorial, but if we use a video for this, then what we can do is, we can create a custom audience based on how much of a video somebody watched.

Videos are way, way more powerful than images, but we have seen images work well too. It just totally depends on your market. It depends on what you’re running, but with these dynamic ads, you can set it up so that Facebook does the testing for you. You can have a couple of images, a couple of videos, and then the winner wins all the time, or the winner on the Facebook side wins.

Videos are going to let you acquire audience data that much faster because you can, inside the ads, so I’m going to go in, check out. I’ll show you the audience. You can create a custom audience of people who watched 15 seconds of your video, 25% of your video, 50% of your video, and so on. You can use that data again for the longterm.

Moreover, this is all video views of 10 seconds or more and it’s 4,600. We have these 1,400 video views there. There are lots of different ways to use that material. That’s number one. Once they hit the website or watch a video or opt-in, hit the website in any fashion, then we move them (inside the Facebook targeting) to a retargeted ad. That retargeted ad, then, is what we’re going to set up tomorrow.

Today, we set up the cold traffic ads, and tomorrow you can see them right there. Also, we set up the cold traffic ads. Tomorrow, we’re going to be setting up the warm traffic as the retargeted ads. Same scenario, different ad sets. Also, a few different images. Moreover, a lot of times, for the Facebook targeting / retargeting ads, we use just images which is a little bit different. Today, we talked about the cold. Tomorrow we’re going to talk about warm, setting up your retargeted ads, your warm retargeted ads. Thursday, we’re going to talk about hot ads, shopping cart abandonment, when that needs to fire. On Friday, we’re going to wrap it all up. I think that’s it and I got to go jump on another call.

For Questions and Guide

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