How to Stop Facebook Campaigns From Crashing with 5 Simple Steps
Running Facebook ads for your business used to be super easy. You could basically throw together a couple of sentences, slap a random stock image on it, and send it out into the ether with a $100 per day budget and you’d likely succeed.
Those days are long gone and it’s gotten a little more challenging to generate results with Facebook. I’ve seen so many people complaining in other advertising groups that they will get results one week and terrible results another. I’ve even seen where people get zero results at all.
Funny enough though, there are advertisers out there that have weathered the storms of change and get results regardless. We’ve been running Facebook ads for our clients since 2014 and have seen many different “killers” of Facebook ads over the years, but we’ve still managed to find a way to generate results. With everything going on today, we’re still spending more on Facebook than anywhere else.
Here are the big 5 things that I think contribute the most to getting results with Facebook ads.
- Segment Out Your Marketing
- Cold Traffic – People who have no idea who you or your product are
- Warm Traffic – People that know you but haven’t bought yet. Existing Leads.
- Hot Traffic – People that have purchased from you already.
- Static Image Ads – Use 3 – 4 minimum.
- Video Ads – Make several videos to test in your campaigns.
- Copywriting (Ads, Email, SMS, Landing Pages)
- Ad Copy
- Email / SMS Copy
- Landing Page Copy
- Layering Campaigns
- TOFU – Top of Funnel Campaigns
- MOFU – Middle of Funnel Campaigns
- BOFU – Bottom of Funnel Campaigns
- Rules – Setup a stop loss, and scaling rule.
- Zaps – If applicable tighten up your sales process.
1. Segment Out Your Marketing
Segmentation in marketing is absolutely crucial if you want to be able to truly maximize your profits. The easiest way to segment your marketing campaigns is to break them into 3 main categories;
Cold Traffic – People who have no idea who you or your product are
Warm Traffic – People that know you but haven’t bought yet. Existing Leads.
Hot Traffic – People that have purchased from you already.
The main purpose of this is to break out all of our marketing efforts into different buckets of people. The benefit of doing this is that your messaging now will be more congruent with the objective at each different stage of the sales process. This methodology will work in all the contexts of marketing and should be applied across the board. When you look at your marketing efforts through the lens of segmentation it’s much easier to work towards a specific goal.
Creatives can include any video, photo, or text that would be used in an ad on Facebook. The platform itself is heavily creative-driven meaning that the quality of the creatives you use will determine a lot of your initial success. The days of shooting out a single image and a paragraph are no more.
A great general rule of thumb when creating campaigns is to generally shoot for a mix of images and videos to start your initial testing. Images don’t always beat video. Videos and Images also have different placements so running both will give you more chances to have your ads shown. 2 – 4 videos and 2 – 4 images is a great place to start. You always want to be testing creatives so you don’t run into creative fatigue or have your creatives get stale in your campaigns.
Copywriting can be the single most important part of your marketing campaigns. Now, keeping segmentation in mind from earlier your copy and the context of the copy is going to be the key to converting people.
Your copy gets tagged in once someone stops doom scrolling on their phone to read your ad. Based on how well that copy truly conveys your offer/solution, how it fits into your prospect’s future plans will determine what happens next. If it’s great they will likely click through and take the next step and either purchase or become a lead. If not on the other hand, they will simply keep scrolling and you will have paid for attention that didn’t lead to anything.
You should always write each ad, email, or landing page in the context of where it’s going to be in your marketing campaign. If this ad is for hot traffic you likely don’t need to convince them how awesome you are. For cold traffic, you’ll need to let them know what you’ve done and why you’re so great compared to the other choices. Your landing pages and the content on them needs to also reflect this.
4. Layering Campaigns
Now that we’ve covered segmentation, creatives and copy, we can now get into layering our campaigns.
Imagine if we can run 1 ad campaign and get cold traffic to download my free pdf, immediately book in a call with my sales team, and then immediately buy our program and become a customer.
Wait, you mean that’s not how all this works?
Remember having campaigns stick to a single objective? If this example is what you really want people to do then you’ll need to structure campaigns as such.
First, let’s set up a TOFU campaign to get cold traffic to download my free PDF. All of my creatives will be centered around what the end result of downloading and implementing my PDF would be for a client. This would give me the most ideal chance to convert these prospects.
Sure some of them might book calls directly as a result of this campaign but I’m not going to put all my eggs in this basket nor am I going to rely on a single campaign to do everything.
Next, I’ll set up a campaign to go after those that downloaded the PDF. Targeting these people is super easy with a custom audience. What I’ll do now is make sure that my creatives and messaging is geared toward getting people that downloaded my PDF to jump on a strategy call with my sales team. This will be positioned as a valuable benefit for those that downloaded the PDF only.
You could do more here if you wanted but this would be the basic setup with two campaigns instead of one. This would make it a lot easier and more profitable to bring in lead from those TOFU campaigns and allow you to be more direct with booking in sales calls from those PDF leads.
Now the final piece to tie everything together. Ever have those days where the lead flow is solid, you see amazing results, and then you wish you would’ve spent more that week. Or maybe the opposite and wanted to spend less on a holiday weekend. Well, there are these automated rules inside of ads manager that you could be using. These rules have been around forever but not many people use them. You can do a lot with these rules but I primarily use them for turning things off or on, and for budgets. The setup on the rules is pretty straightforward, but don’t go overboard. Just as awesome as rules are you can also wreck your results with rules if you aren’t careful. You’re better off checking in on your campaigns once every few days with a couple of solid rules running.
Another powerful use case for automation is follow-up. When you are generating leads usually the quicker they are followed up with the better the result. You can use tools like zapier to link your Facebook ads to other tools you can use to send notifications to team members when a new lead has been generated so you can follow up with them quicker. This can also be used to move leads from Facebook ads to your email platform or somewhere else where another step of your marketing process can pick up and carry it home.
There are a ton of ways to generate results with Facebook ads for your business. Using Facebook for Cold only or even Warm only is also a solid strategy for advertising depending on your business goals. Take a little more time in putting your campaigns together and make sure you’ve got everything segmented out and your campaigns will generate a ton more ROI.