Updated Ad Strategy for Facebook and Instagram (Meta) for 2024-2025

in this video we're going to be covering my updated ad strategy for 2024 moving into 2025 for Facebook and Instagram otherwise known as meta So facebook/ Meta is always changing their ad manager platform and interface adding new features so it's really important that you keep up to date with the latest strategies the strategy I'm about to cover is extremely simple to set up it's extremely simple to follow along and understand it doesn't necessarily require a large budget either and it gets results like these you can see here these campaigns performed extremely well with cost per results ranging from $5 some of them are even low lower than $5 we got into the $4 range here with this one per purchase so running this type of AD strategy is extremely profitable for me which is really what you want out of paid advertising you don't want to waste a ton of money you actually want to get results and purchases from it to obviously scale up and increase your business and this strategy is going to work for every level of business whether you just started off and opened up your Ecom brand or Drop Shipping Store or if you're running a multi7 figure online business or you're working for that business and you are in charge of running their ads you want to get better results for you and your team and this video is going to do exactly that here's kind of the game plan that we're going to go over right now we're going to cover some quick tips for you guys and things that you need to know before even thinking about running some ads then I'm going to walk you through the strategy in like a flowchart type of way that you can easily digest it and you can also save it for later if you want to copy and paste it and then I'm actually going to go into Facebook ad manager and walk you through step by step exactly how to set this up with the right settings so you don't make any mistakes and then after that I'm going to talk about some analysis and Metric readings and things that you should be looking for once you start running your campaigns to make your decisions whether to cut ads or increase them but overall just basically how to understand the data that you're receiving basically by the end of this full Facebook meta guide you're going to be an expert in Facebook and you're going to be creating a lot more profitable campaigns putting more money in your pocket all right so let's get right into it these are the quick tips and things you need to know about this strategy and Facebook moving forward especially in 2024 moving into 2025 you need to know that this ad strategy is heavily reliant on marketing angles marketing angles in my opinion and a lot of other people in the Ecom Space is really that they're the true needle mvs in an online business in terms of paid advertising and if you don't know what marketing angles are and if you're a complete beginner let me explain marketing angles are the way that you present your product in terms of advertising to a customer base the more marketing angles that you can assign to your product the higher chance of success that you have because these angles are kind of hitting a different demographic of audience and it's really niching down specifically to that group that it's hitting and then obviously the more marketing angles that you have the more small groups of a bigger group that you're going to be able to Target with your advertisements leading you to find the right angles for your product a great example of a marketing angle is zema Dental I've been talking about this one a lot lately I really fell in love with this marketing angle once I saw their ad on my Instagram account I think it was and so what this product really originally was was a supersonic jewelry cleaner you've probably seen them before you put in your rings or your watches and it does these like little vibrations you can put soap in there or whatever and it shakes all the dirt out of your jewelry now what they did with this product and keep in mind it's just a marketing angle that changed the product completely is they said hey we're not going to actually advertise this product as a jewelry cleaner everyone's is doing that let's advertise it as a retainer cleaner right so your retainers get gross disgusting there's bacteria on them let's take this exact same product don't change anything about it but then just use the angle of cleaning your retainers with it they also upsell you on Subscription Service as Dental pods so you you drop them in it's like a little Elka Seltzer Tab and it cleans all the gunk off of your retainer that's why this company is really crushing it because they came up with a unique marketing angle for this product and really went with it and pushed so that's an example of a marketing angle it really is just the way that you're advertising the product and hitting it in a different way that's unique and maybe the market hasn't seen before if you can Master this skill of marketing angles you are going to have a lot easier time in your e-commerce business trust me all right now that you know what marketing angles are they are heavily used in this ad strategy which I'll explain further on down the road the next thing that you want to know is what your break even row as is or your break even return on ad spend and this is also going to tie into your cost per acquisition so what a return on ad spend means in its simplest terms is what is your return which is your Revenue that you gained on the amount of AD spend that you put out so if you spent $100 on Facebook ads and you received $300 in revenue from Those ads you have a return on ad spend of three there's a lot of calculators out here to figure out what your break even row as is but the simplest way to do it is just plugging in your cost of goods sold so how much does it cost for the product to be shipped the order of the product itself any Shopify fees that come into play as well basically everything that you're going to have to pay for besides the advertising let's just say everything Al together is $10 and we're selling them for $30 so we're marking up up our product three times what we're paying for it in terms of the cost of get sold so your cost multiplier is three times right here your profit margin is 66% and your break even row as is 1.5 so that means when we spend $100 on Facebook if we get $150 in Revenue back we are breaking even on our advertisements now this is a very important term to know when you're running advertisements because if you're not hitting your break even row ads let's say you're spending $100 on Facebook ads and you get $140 back in Revenue you'd be at a row as of 1.4 which would mean you're actually losing money by running ads so you need to keep these numbers in mind and establish what your break even row as is that way you can look for these metrics on the back end of Facebook once you start advertising now the next tip or piece of information about Facebook in meta is that the higher daily spend you are throwing at Facebook the quicker you will get your data back that you need to make an educated decision moving forward and that will ultimately trickle down leading you into getting more sales because the quicker you can make decisions in business obviously the more efficiency in the time that you can actually get profitable decreases right so if you're spending $5 a day on Facebook ads it's going to take you a long time to collect enough data to say whether or not this product is working this angle is working this advertisement is working but if you're spending $100 a day or $500 a day you're going to get a lot of data very quickly and be able to make those decisions I'll actually talk about this a little bit more once we go into the breakdown all right so the next tip if you are not familiar is about Facebook and pixels right so what a pixel is is a string of code that is placed onto your Shopify website or any general website and it tracks user data based on where the traffic is coming from so if you have a pixel on your shop Shopify website and you're running ads on Facebook Facebook sent some of that traffic onto your Shopify website and they said hey this person that we tracked from this ad made a purchase they collect that data and store it in your pixel and the stronger that your pixel gets the more data that it collects the better your ads actually perform because they know exactly what kind of person or demographic of person they need to be showing your ads too it just gets better and better as it learns so having a pixel and properly connecting it is extremely important to do and if you don't have one I wouldn't even run advertisements you need to collect this data because the more data your pixel collects the more it's going to know where exactly to send your traffic in the advertisements to to get you the best results it just gets better and better over time I'll cover this briefly as well when we're setting up the Facebook account now the last thing that I want to mention as a quick tip before we really dive into it is that this strategy doesn't really use interest targeting at all a lot of people actually in 2024 moving forward are not using interest at all we're doing broad audiences and you might think that sounds counterintuitive and you might not even know what I'm talking about but on Facebook you can actually choose interest of people that you want to send your advertisement to so what you can say is like you know if I'm selling a coffee mug I want to Target people that like Starbucks or Dunkin Donuts because hey the people that have that interest like coffee obviously so send it there now interest targeting was really really popular back in the day like 5 years ago before the iOS 14.5 update happened where Apple made it so you cannot track as much data essentially in short and this led Facebook's interest targeting did not work as well and they started pushing everyone broad to build up their algorithm again and Broad has been performing way better since then and it's getting better and better every year so people are still being encouraged to go abroad in terms of their interest targeting and I have a theory one day that Facebook is actually just going to remove interest alt together because they're going to have enough data and their algorithm is going to be really strong now one more last little tip here in terms of advertising in general whenever you're running campaigns whether it's on Facebook Instagram or any social media platform you really want to isolate one variable at a time to test like I said we're going to be focusing on marketing angles in this strategy as an example but really you can apply this ad strategy to any type of variable right maybe it's the color of the background of the image ad maybe it's the headline or the copy or the landing page of your website those are all variables that you can test to see which one performs the best but you really want to isolate one variable at a time if you can because if you change the colors you change the copy in all of them you change the interest targeting maybe you change a landing page and you set up that new ad and you start running it and you're like hey it's actually performing better now how can you definitively say was it the landing page that actually helped that I changed was it the color of the ad was it the copy what was it that actually helped my ad I can't really tell because I changed so many variables which one helped which one hurt did they all help did all of them but one hurt so isolating one variable at a time is very very important it can get tedious but it's the best way to do it otherwise you're just guessing now those are the tips that I want you guys to think about while we're moving into this strategy here again I'm going to kind of cover them in this strategy so it'll make a lot more sense moving forward all right so let's unveil the strategy and this is inigma and this is kind of the layout and structure of what I like to use for Facebook ad testing and scaling uh and it might seem a little bit overwhelming there might be a lot going on here but trust me it's a lot easier than it seems we're going to break it down for right here and then I'm also going to show you step byep how to do this on Facebook that way you can literally follow along in this video and copy my exact strategy all right so at the top here we've got a CBO campaign and a CBO campaign is a campaign budget optimization on Facebook there are three different levels to advertisements there's the campaign level there's the adset level and then there's the ad creative level we're going to cover all this in the step-by-step walkthrough but the campaign level is where you have your objective of the campaign whether it's sales or leads or traffic the ad set level below that is you do interest targeting maybe it's you want to change the age the demographic the audience interests the gender the countries that you're targeting all that stuff is done on the ad set level and then on the ad creative level is what it actually sounds like which is adding your ad creatives on there where you can plug in your videos your images and change the copy and the headlines of the actual ads that get shown to people and what they will see on their end so now that we have a little brief overview of that this is the campaign level and the CBO versus an if you have campaign budget optimization on what that means is you can put in $100 on Facebook right here per day to spend and that will actually be divvied up between the adsets and then down to the ad creative levels for both of these ad sets so this ad set in area might get $50 this one would get $50 maybe this one gets 40 maybe this one gets 60 it's however Facebook sees fit you're essentially giving Facebook more control of where to spend the money in terms of all the ad creatives in the ad set level it's a good thing to do because it helps Facebook's algorithm and it really gives Facebook more control which they like to have in terms of you know we think this ad is actually performing the best we're going to spend $20 on that compared to 10 to this one and they do this based on obviously customer engagement of the advertisements right so if one of the ad creatives has a longer watch time and way more likes than the other ones they're going to be like oh people like this ad let's spend more money here so it really takes a lot of the manual work out for you and that's the strategy that we're going to be covering today now before we even get deeper into it a lot of people talk about budget what you should be spending on Facebook Instagram meta or whatever you may be advertising on so it's a really interesting thing obviously budget is a personal thing if you're Big Brand you may have tens of thousands of dollars to spend on advertising and if you running a solo business by yourself and you just started and you might say you know I only have $100 of budget to spend a day it doesn't necessarily matter too much again going back to what I was talking about earlier the more that you spend the quicker you're going to get your data so if your budget's only $5 a day you're just going to have to wait a little bit longer than someone who has a budget of $100 a day the strategy works for both it's just about time but A good rule of thumb is when you're testing a product and a ad campaign or creative is to spend at least three to five times the average order value of your product so for example let's say I'm testing installing a product that has a $50 selling point I would want to run a Facebook ad campaign for anywhere from $150 to $250 before I make any decisions on the data that I received or if I want to turn it off or scale it up it's a good rule of thumb because Facebook needs a good amount of data and you actually have to kind of feed that with dollars and giving it more of a budget allows Facebook to test different audiences easier and find that right audience for you and optimize your campaign so just keep in mind A good rule of thumb is three to five times your average order value before you can make any decisions on that campaign and typically you also want to run it for a minimum of 3 days I like to do seven because day of the week can matter depending on your product maybe you're selling a product that is a weekend product and most people on the weekends would make the purchases and no one wants to buy it during the weekday so that's why it's good to run it for at least a full week to see how that plays out as well so this is the way our campaign is going to be set up we're going to have the CBO campaign up top we're going to have two different adsets you could technically do this in one ad set but I like to do two just to keep it a little bit cleaner and organized our interests are going to be completely Broad each asset is going to have a different marketing angle in it two primary texts and two headlines and there's something called DCT that Facebook has an option for this is dynamic creative testing and what it does is allow Facebook to change the copy of your image ads or your video ads and things like that so they can test which one works the best it's a new tool that they have and kind of the more hands-off you are Facebook likes that so it's a great thing to test and try out and so underneath each of these adsets we're going to do completely broad audience which I'll show you how to do we're going to have one video ad edited content so this is like your typical video ad that you wouldd see online uh we're going to have an image ad that's made on canva I'll show you where and how to do that uh and then we're also going to have one video ad that is ugc style which is user generated content and so we need to double that we're going to do the exact same thing on this side so we really just need two pieces of each type of content to test against each other all with different angles keep in mind this is the most efficient way to do it if you don't have that many angles and you don't have that much content and your a newer brand you can just do six image ad creatives which are super easy to make with six different angles and test them that way this is totally up to you how much content you have but I would recommend doing it in this format again if you can't just do all image ads image ads work great as well so now once you set those up and start running them you're going to run them for the 3 days at minimum or the 3 to five times average order value of your spend and then you're going to look back at the data and say is this profitable yes or no if you're saying yes it is profitable we're going to analyze which ads are profitable and make iterations of those winning angles so let's say you were running that jewelry cleaner and you did the dental uh version of it for raining cleaning and you're like this is the winning angle let's take that angle let's update our landing pages it's clearly the thing that people want to see the most of and like the most now let's change everything and make new iterations of ads with that Angle now you'd come down to two different options which is scaling and also creating new ads sets to test again with the same product but just different angles again now I'm actually going to leave scaling to the end of this video because it won't make too much sense right now you probably just want to get right into the walkr of how to actually set up this campaign but this is a great structure and if you want a copy of this just take a screenshot right here and you should be good to go now that you have an overview let's actually go into Facebook ad manager and I'm going to walk you through all of this what I just did step by step and cover every single option that you have that way you are an expert in the Facebook ads manager all right so this is the Facebook ad manager you've probably seen it before if you're watching this video If you haven't you just go on ads manager. facebook.com where you have your business account linked to which would be either your Instagram or Facebook account for the business page that you're running so from here we're going to go into create campaign here we're going to start our new campaign so we've got the buy and type as auction we want to leave it on auction because this is how Facebook works the best it's a bidding system so the better your ads are quality wise and performance- wise they're actually going to give you cheaper bids and cheaper bids result in cheaper cost per purchase which is kind of what we're aiming for so you want to make sure you have high quality ads just a little FYI there now from here we can choose the campaign objective and the options are awareness traffic engagement leads app promotion and sales most of the time we're going to want to choose sales unless you just want traffic on your website or you need leads for your business then you can choose leads or traffic but if you're running an e-commerce brand where you're selling products you always want to choose sales this is telling Facebook hey you're actually going to want to Target people that make sales from advertisements on Facebook and Instagram that's the type of audience you want you don't want people that just click and then leave off of your website that would be traffic you want to actually make sales with your advertisements that way you're profitable so always make sure that you click sales when you're setting up your Facebook campaign so that's your goal now there's two options that set up your campaign there's Advantage Plus shopping Campaign which we're not going to be doing today we're going to be doing a manual sales campaign the difference is there's a little bit more of a simplified setup for this version and they take like full control and there's a couple other options that they have in there but I don't like doing that as much I like doing a manual sales campaign and having some control at least over the way the structure of the campaign is set up so we're going to click on manual here and hit continue now for the campaign name you can change this to whatever you want so we can just do like red light therapy wand and make sure when you're naming your campaigns it's really up to you but you can name them whatever you want I like to keep them very organized and say like you know if I was testing us only uh maybe 18 plus you can put that in there that way when you're looking at your metrics and your campaigns if you've got a lot of lines running like one of my Facebook ad accounts has over 4,000 lines on it um it gets a little bit messy so you want want to keep it really organized by naming them something that you're going to remember of what actually the campaign is about now for special ad categories I don't think you're probably going to want to do any of these this is for like credit employment housing social issues elections or politics if we're selling products online you're probably not going to fall under any of these categories you don't have to worry about that now for the campaign details the buy type is auction we're having the sales objective using a catalog if you want this goes with your Shopify cataloges and you can link them in here but we're going to be manually uploading these ad creative so we don't have to do this you can create AB test here which is AB testing you know maybe copy marketing angles targeting things like that we're going to be doing this manually so we don't need to do this now we come down to the ACB which is the new way of saying campaign budget optimization which I talked about earlier so for this we're going to select it on here and what we want our daily campaign budget to be again is up to you I think $100 is pretty good and standard again you can do this on any budget and again the more you have to spend daily the quicker you're going to get your results and your data to make educated decisions so just as a quick little reminder the daily budget for Advantage campaign budget means at this level this is the campaign budget level it's going to distribute $100 a day down through the adset and the ad creative level and it does this based on how Facebook sees fit and the data that it's collecting from the customers and the way they interact with your advertisements now we go down here to budget scheduling uh you don't want to do this because we don't really have that information yet especially if we're just testing this campaign an example of when you could use budget scheduling is like I had an example earlier let's say your product always sells from Friday to Sunday and then sales drop off Monday to Thursday you might might notice that over time and think oh well why don't I just spend money only on Friday to Sunday that's when people are purchasing so that's when you can do that here you can increase your budget during specific time periods ad scheduling is the same thing where you can change it from running ads all the time to just from you know 8:00 a.m. to 12:00 p.m. if that's something that you noticed but for now we don't really have that information especially if this is a new Campaign which I'm assuming you're doing so we're going to leave this blank here and we're going to hit next now we're at the ad set level and this is where you're going to do all of your interest targeting you can name your ad set whatever you want let's say it's us uh 18 plus so you can name it whatever your interest targeting maybe you want to sell something in Germany only you can put that in here as your adset name totally up to you now for the conversion location we're going to have website and this is where you're going to plug in your pixel down to the performance goal we want to maximize the number of conversions that's what we want to do we want to sell as much as we possibly can so I would leave this blank and I wouldn't maximize for any other goals here besides conversions cuz that's our goal now this is where you're going to plug in your pixel and again the pixel is what tracks all the information from people going onto your website after they click on your advertisement and it'll collect things like what kind of Interest they have where they live pretty much a bunch of scary data but it's good for us as marketers because we need to know this information to make educated decisions so this is where you plug in your pixel and if you don't have a pixel yet all you do is Click create new pixel enter the name for your pixel pixel store XYZ hit create pixel add your website so if your website is a Shopify website whatever it may be you just plug in your website URL right here so you plug in your website here let's just use Zod Dental as the example hit check hit next hit write code now metap pixel and conversions API this is what what you're going to be wanting to use just hit next now the option here is to manually implement the API code into your website or you can use a partner integration if you're on Shopify WordPress some other ones as well they have a great partner integration it makes set up your pixel super easy so you could say check for partner and then You' click if you're using Shopify click on Shopify now you just log into your Shopify account here and see the instructions here and complete this on Shopify verify the connection confirmation hit next and you'd be done your pixel would be all set up and ready to go it's a very easy process I'm not going to walk you through it's pretty boring but it's just super step by step and easy to do and make sure you have your pixel set up before running your ad campaigns now that it's set up we've got the pixel test here our conversion event we're going to want to choose purchase because we want to track conversions uh in terms of purchases and then cost per result goal you I never set this up um this is where you could say like hey I want my purchases to be under $10 because my break even like I need to get a $10 cost per purchase when you plug that in there it limits Facebook's bidding which usually does not spend all of your budget which then it doesn't really work it's never worked for me I have seen it work for some people but it just depends on a lot of factors I like to leave it blank and let Facebook do its thing now this is where we go down to the dynamic creative section which I was talking about earlier let's turn this on you'll provide creative elements and it's going to switch them up automatically and generate combinations giving us a little bit better chance of optimizing our ads and letting Facebook do that for us now for the budget and schedule it does not matter we can't even change this option because we did a CBO or a campaign budget optimization so the $100 again is going to be distributed down to the adset level down to the ad creative level so therefore we cannot actually change the budget on the adset level so we would leave this blank you can set an end date if you want or you can just monitor it yourself and turn it off when you need to or scale it up whatever it may be budget scheduling I don't really need to do that we talked about that ad set spending limits uh you can put this in if you're like I don't want to spend more than $500 total on this campaign and then cut it off audience controls this is where you're going to actually do the interest targeting which I talked about that we don't really want to change so for the audience controls here you can say you know locations maybe let's add Canada United Kingdom in here wherever you think people are going to purchase your product but we're going to keep this simple this is totally product dependent up to you we're going to keep this simple and just leave it as United States 18 plus as the minimum age otherwise there's a lot of legal restrictions based on different countries and ages and interests and things like that and again we want to go broad so we don't want to have any interest targeting in here at all we just want to do 18 plus unless your product is obviously something where it's for like 65 plus year olds or something like that again the interest in terms of country and agewise really are product dependent so you should know that about your own product and or you can have a best guess but for now we're going to leave this is Broad we don't want to do any interest targeting at all we want to allow Facebook to decide where to show our advertisements and what types of people that we want to show them to now there's the Advantage Plus audience option where you can add an audience suggestion which would be where you do your detail targeting you say Hey you know people that like cups like Starbucks you add that in here and it's going to Target people that like Starbucks in theory this was good it was good back in the day now it is not Facebook is performing way better lately Broad and it's just getting better and better year over year so let's just leave this broad don't worry about it now you go down to the placement section and so what placements are they are places that show the ad right if you're on Instagram reals that's a placement if it's on Instagram feed that's a placement if it's on Facebook feed that's a placement you can actually go in here and edit these and say manual placements and you can say you know I only want to show it on Facebook and just the feed and you can choose that here I don't recommend doing this I recommend doing Advantage Plus it always netted me in cheaper cost per purchases even if I knew exactly where the most purchases were coming from if it was Instagram stories anytime I'd isolate that it wouldn't work and the price would go up this is just me maybe something that you can play with later on down the road once you notice that but for most of the time Advantage Plus Replacements always works the best so now we set up the ad set level now we're going to be moving on down to the ad creative level you can name it whatever you want what I would do for this ad strategy since we're testing marketing angles against each other I'd call it marketing angle one which is let's say the retainer and then you'd add them accordingly for your six marketing angles that you're testing now it's not a partnership ad so we're going to leave this off this is when you partner with creators or other brands and it says like how sponsored by this person and this influencer we're not doing that we're running our own ads here so we don't have to worry about that Facebook page is where you're going to link your Facebook page Instagram account is the same thing here make sure both of them are linked and if you don't have one just quickly create one uh because this is where it's going to be labeled from or it's when you see the advertisement on Instagram reals at the top it'll have your brand name linking it to your Instagram account page as well this is how you actually get a lot of natural followers is by running advertisements so make sure to connect those two and then we're going to go down to the ad setup here the Creative Source we're going to do a manual upload we're going to add our six ad creatives manually in here and so the formats you can choose from are single image or video or Carousel I like carousels a lot but I think it's a little bit better down the road and Carousel is a scrollable multiple videos and images I think that they do pretty well but you really need some data to back them up first and what to actually put in the carousels what products what pictures what angles so since we're not doing that right now we're testing single image or video that's what we're going to leave as our format leave this checked as multi- Advertiser ads that is fine now you're going to select your ad creative so if you got an image ad made or a video ad created this is where you'd plug it in now again like I was talking about earlier in this strategy we've got two image ads there's one on this side and one on the other AD set we've got two video ugc ads we've got two video edited ads so a total of six ad creatives four of them being video if you don't have enough video content or you don't want to do it for some reason you can just run all image ads I like to do that in the beginning it's so much quicker I'll actually show you a quick tool if you want to just do image ads this is the best tool for it so this is creative .io it's a fantastic company that provides templates for both static ads and landing pages and emails so this is what makes it super super easy you can crank out like 10 quality image ads in like under an hour I'd say you go through any of the templates that you like here and like oh like you know I'm selling uh I'm selling serums as well so I like this one and I think this looks beautiful and by the way all of these image ads are inspired by Major Brands that have been running these for months they're proven to convert and that's why they're on this as a template and so what you can do is either copy into figma you can copy into canva you just click it right here and hit use template for new design and it would put it in a canva template here and all you have to do is replace the copy if you want and in the image here but it's now the exact same format that a bigger brand is using this is also the same thing for landing pages so as a side note this is just a cool feature I want to talk about real quick and then we'll get right back to it I promise but as a side note if you're building out a landing page and you're like I'm not that good at building websites or whatever they have 50 landing page templates in here that you can copy and paste into your own website and just change all of the images and the copy to fit your product and brand but all the structures and templates are optimized for whatever Niche that is chosen here so it's like oh if I do have a wallet brand like Ridge does a really good job with their flow and their warranty page and all that stuff and I love the way this looks I want to use it for mine you just copy this plug in your own product your own copy and then now you have the exact same layout that Ridge wallet has same thing with emails but I'm not going to get into that I just wanted to really show the static ads and so if you don't have a lot of videos image ads are great they're cheaper typically so using these templates is amazing and they update them with 10 new ones a day which is pretty awesome if you want to try out creative os I'll have a link Down Below in the description so make sure to check that out all right going back to the ad setup here so this one we're going to be doing an image ad so you click select images and here's our image ad Let's Pretend This is an image ad that we just made hit continue now we're going to look at the ad preview and this is where you're going to have your primary text you can say you know best wallet in town or whatever the angle is let's say this is an image ad and the marketing angle for this specifically was the RFID blocking feature of this wallet that's the marketing angle so you like say like no more stolen identities whatever you may be for your text and angle and from here we can use all text variations so we can click check all it'll actually cycle through all these variations and plug them in onto your ads automatically for you and test them and see which one people resonate with the most and then you go down to the headline and so all of these texts I'm just going to do text example right here all of these are where they show up on right in terms of the advertisement so no more stolen identities on face Instagram feed that's where it shows up here so that's where the primary text is so for Instagram stories you'd see it right here right here so you can fill this out with whatever you want represents your marketing angle as well you can do all text variations of that as well if you'd like to give them more options and then the description is the last piece of text here stop getting your ID stolen save it with this RFID blocking wallet blah blah blah whatever your marketing angles are here so fill out this copy information based on what your angles are for the call to action button which is the button that they can actually click I like to have shop now super weird thing that just happens to my account is whenever I don't do shop now the ads actually get rejected I always have to do shop now which is fine cuz I think it's the best one anyway but it's something to keep in mind I don't know if it does that to other people so we can leave that there info labels is to highlight attractive information about your business such as number of page likes or free shipping or stuff like that so you can add little tag lines if you'd like here this is totally up to you you can also now throw in promo codes which is kind of cool if you're like 25% off here's the tap or add the code onto your thing it's a good thing to do uh and mess around with then scrolling down to the destination this is where you'd plug in your website so if we were doing like the zma dental you'd plug in your website right here but you don't want to plug in the homepage you want to plug in your landing page directly to the product page for the product that you're selling you don't want to have to have them go on your homepage find that product then go to the landing page you want to make it as seamless as possible so we do Zoom ad dental.com and then like product one or whatever your product URL is then we scroll down here and it leaves leave everything blank we don't need to do anything there languages you can change them if you'd like to again just depends on where you're advertising your products and then we'll scroll down make sure you're tracking is set up your meta pixel should be active here if it's not just go to advance manager and set it up you already should have done that before so you should be good to go so that's how you set up the full one ad creative right now but our strategy requires us to have three ad creatives under each ad set right and then the CBO is going to trickle that budget down and those three different marketing angles on each ad set and so an easy way to do that is just following the steps I just did right now but now we can do quick duplicate we'll do it one more time now we've got three creatives under this adset we're going to duplicate this one so now we have exactly the format that I have right here for this campaign the adset level is going to remain the same because our variable that we're testing is marketing angles so we don't have to change anything on the adset level which is here or the adset level right here the only things that we want to change are the marketing angles and the ad creatives under each of the ad creative levels so we had marketing angle one in here which is the retainer cleaner let's say angle two for that product is jewelry cleaner and we have got the image ad or video ad creative to represent that and here you'd add your second ad creative your second marketing angle and then you'd scroll down and obviously change the copy or the text variations for it to represent that angle so you'd add angle one here angle two angle three angle four angle five angle six and then you'd be fully set up and running it with this strategy right here once you've actually filled out all of this information I'm not going to do it step by step for each one cuz I just showed you how to it would take a lot of time once you have all of your ad creatives in you're just going to hit publish and then your ad is going to go into review Facebook it takes anywhere from an hour to 48 hours to review your ad to make sure it complies with their policies and once it gets approved it'll start running your ad and spending money on it now let's say your ads have been running for 3 days maybe a week and you've spent $300 on your ads and you think you have enough data to actually make some decisions let me show you what you should be looking for and what means what in the metric area on Facebook ads manager that way you know exactly what everything means and you can make your decisions so this is what it's going to look like when you're start running some ads obviously um my account on this one specifically has a lot more spend than you probably have on it but it doesn't matter because I'll talk about all these metrics here so similar to setting up your ad campaign there's the campaign level the adset level and the ad level and you can look at them differently based on the metrics they all kind of have the same metrics like reach frequency and things like that but at the ad level would be specific to this tutorial because we'd be looking at how each of those ad creatives specifically or the marketing angles performed and it would show you on an individual level rather than a campaign level but let's talk about the metrics here and what you'd kind of want to be looking for results is pretty straightforward obviously 330 website purchases the reach is how many people have actually seen your advertisement 2.4 million frequency is pretty interesting and something to keep in mind the frequency is on average how many times has a single person seen your ad if you reach a frequency of two that means on average every person that's seen your ad has actually seen it about twice and you need to monitor this because ads doe fatigue after running it for maybe two weeks a month you might see a frequency rise to two and then you'd start seeing your sales decline because that means people on average saw your ad twice probably didn't click on it didn't want it you're running out of audience to kind of Target so they're showing it to multiple people multiple times so once you see an ad frequency of around two that's when you want to refresh your creatives plug in New creatives in there and just give a fresh new look at ads it should kick back up your return on your ad spend so just something to keep in mind cost per result how much did it cost how on average to get a sale $764 your budget doesn't really matter it' be the campaign budget amount spent total makes sense impressions are the number of times your ads were on a screen not reach it's a little bit different uh cpms is the cost per thousand Impressions a lot of people look at this it's kind of a vanity metric what it means is how much does it cost on average to show your ad to 1,000 people to show your ad to 1,000 people it was $487 which which is really really cheap this totally depends on your Niche which is why it's kind of a vanity metric if you have a really large Niche with really great ad creatives you could see your cpms drop and that would be a good thing typically but if you got a very specific Niche like you're selling fly fishing rods it's going to be a lot higher because there's not that many people interested in fly fishing rods so it just depends on your product I wouldn't really worry about this too much to be honest with you it's more worrisome once you start seeing it rise a lot and you're receiving Less sales for that for link clicks that's obviously is how many people clicked on your link cost for your link click so this is how much it costs to get someone to click on your link so for your link click through rate uh this is also I want say it's a VY metric you want it to be higher obviously but it does depend on how low your cpms are if you have low cpms you're probably going to have a low click-through rate a lot of these metrics to be honest with you are really like product dependent and Niche dependent and the more and more time that you spend running advertisements and money that you spend on them you're going to start seeing some similarities you might say oh when my C per link click is around 20 cents I'm really profitable when it goes up to 35 it means it's not that great of an ad these are all kind of things that you learn again based on your product and your Niche you start to kind of see these similarities happen in patterns so I definitively can't say like if your cost per click is under a dollar like you have a great ad it really just depends on your niche in industry and then there's the clicks how many clicks all click the rate of all clicks uh cost per click all so the difference between clicks and Link clicks is just this could be a click on your profile or something else but this is a click on the link which you really want people to go for so that's kind of more important than clicks overall so those are like the main metrics you're looking at but really what you want to look at most and care about the most is really just your cost per result is your cost per result better than your break even rowad are you making money on these ads or are you not if you're close great maybe we could change some things change the landing page optimize it if it's way under and you're not making any sales probably not a good ad probably not some good angles maybe not a great landing page or website and this brings me to my last topic which is if your cost per result is in the money you are making money on your ads we want to scale it up right we want to jack up the spend on your ad account to $1,000 a day $5,000 a day because if you stay at that same cost per result you're scaling up your store and you're profiting more day over day which brings me into scaling so scaling there's a couple different ways you can do it you can scale by increasing the budget of that campaign that we just made and to do that let's go back to our ad campaign that we just started and let's say it was really profitable an option that we can do here is click on edit and then we scroll down here to where the budget is and we'd go from $100 to no more than 120 you don't want to increase your budget by more than 20% it can re-trigger the Facebook algorithm to start actually just start over essentially so you want to be really careful with that and cautious you don't want to go over 20% every 7 days it's a slower scale I don't like to do this that much honestly instead of increasing the budget what I like to do is just strictly duplicate so if it was $100 that we're spending on that and the whole campaign was doing well we would click duplicate here number of times you want to do it click duplicate it' make an exact copy where you can adjust the budget there you could say I want $200 for that campaign so if you had a duplication you'd have one running at $200 and one original one running at 100 now duplicating the CBO is really only viable if all of the marketing angles or the ad Crees underneath are profitable which is most likely not the case let's say we ran our ads for 5 days and marketing angle one was clearly performing the best the results were you know $5 cost per purchase all the other ones were maybe 15 20 30 this one people like the retainer cleaner the most for the marketing angle so now what you can do is actually just isolate this one specifically and there's a couple options to do that but I think the best way to isolate it is really just creating a new campaign plugging in one line item for the adet level in one line item for the ad creative just this ad creative that was winning so in instead of having six here we would just have just this one because it was the one that people resonated with the most and performed the best and then you can set the budget to whatever you want keep everything the same what you just did for the first one have the budget higher and now it's running only that angle and it's spending anywhere from $100 to whatever you put for the budget and now you're scaling up this specific angle that is a great way to do it I like doing that the best personally in terms of isolating that winning ad creative right there that's how I like to duplicate but keep in mind you always want to be testing new ad creative so if this was the best retainer cleaner you don't really want to stop there you don't want to just scale that one up only you want to actually have different ad creat testing against each other isolating different variables and testing so now let's say I had the retainer cleaner as the best winning one my next step would be to plug this one into a new CBO with five more ad creatives all with the angle of retainer cleaner but there might be videos in there maybe different images different color of video different hooks now you're testing the hooks and the colors against each other cuz it might perform better than the original one or they could all perform worse and this was just the best angle and best image you've ever created but the point is you always want to be testing and isolating variables against each other because everything can always be optimized all right guys there you have it that is the ad strategy that I'm currently running in 2024 and moving into 2025 if anything changes I'll update and post a new video on this but this is the best ad strategy out there right now it's simple it's easy to do on any budget it's very easy to set up and it works with any size of business I hope you guys enjoyed this video and make sure to check out some of my other videos I've got a lot of great full tutorials on my channel as well if you guys did leave a comment with any questions that you have like the video and subscribe cuz I post Ecom content twice a week all right guys again thank you for watching and I'll see you guys next time

in this video we&#39;re going to be covering my updated ad strategy for 2024 moving into 2025 for Facebook and Instagram otherwise known as meta So facebook/ Meta is always changing their ad manager platform and interface adding new features so it&#39;s really important that you keep up to date with the latest strategies the strategy I&#39;m about to cover is extremely simple to set up it&#39;s extremely simple to follow along and understand it doesn&#39;t necessarily require a large budget either and it gets results like these you can see here these campaigns performed extremely well with cost per results ranging from $5 some of them are even low lower than $5 we got into the $4 range here with this one per purchase so running this type of AD strategy is extremely profitable for me which is really what you want out of paid advertising you don&#39;t want to waste a ton of money you actually want to get results and purchases from it to obviously scale up and increase your business and this strategy is going to work for every level of business whether you just started off and opened up your Ecom brand or Drop Shipping Store or if you&#39;re running a multi7 figure online business or you&#39;re working for that business and you are in charge of running their ads you want to get better results for you and your team and this video is going to do exactly that here&#39;s kind of the game plan that we&#39;re going to go over right now we&#39;re going to cover some quick tips for you guys and things that you need to know before even thinking about running some ads then I&#39;m going to walk you through the strategy in like a flowchart type of way that you can easily digest it and you can also save it for later if you want to copy and paste it and then I&#39;m actually going to go into Facebook ad manager and walk you through step by step exactly how to set this up with the right settings so you don&#39;t make any mistakes and then after that I&#39;m going to talk about some analysis and Metric readings and things that you should be looking for once you start running your campaigns to make your decisions whether to cut ads or increase them but overall just basically how to understand the data that you&#39;re receiving basically by the end of this full Facebook meta guide you&#39;re going to be an expert in Facebook and you&#39;re going to be creating a lot more profitable campaigns putting more money in your pocket all right so let&#39;s get right into it these are the quick tips and things you need to know about this strategy and Facebook moving forward especially in 2024 moving into 2025 you need to know that this ad strategy is heavily reliant on marketing angles marketing angles in my opinion and a lot of other people in the Ecom Space is really that they&#39;re the true needle mvs in an online business in terms of paid advertising and if you don&#39;t know what marketing angles are and if you&#39;re a complete beginner let me explain marketing angles are the way that you present your product in terms of advertising to a customer base the more marketing angles that you can assign to your product the higher chance of success that you have because these angles are kind of hitting a different demographic of audience and it&#39;s really niching down specifically to that group that it&#39;s hitting and then obviously the more marketing angles that you have the more small groups of a bigger group that you&#39;re going to be able to Target with your advertisements leading you to find the right angles for your product a great example of a marketing angle is zema Dental I&#39;ve been talking about this one a lot lately I really fell in love with this marketing angle once I saw their ad on my Instagram account I think it was and so what this product really originally was was a supersonic jewelry cleaner you&#39;ve probably seen them before you put in your rings or your watches and it does these like little vibrations you can put soap in there or whatever and it shakes all the dirt out of your jewelry now what they did with this product and keep in mind it&#39;s just a marketing angle that changed the product completely is they said hey we&#39;re not going to actually advertise this product as a jewelry cleaner everyone&#39;s is doing that let&#39;s advertise it as a retainer cleaner right so your retainers get gross disgusting there&#39;s bacteria on them let&#39;s take this exact same product don&#39;t change anything about it but then just use the angle of cleaning your retainers with it they also upsell you on Subscription Service as Dental pods so you you drop them in it&#39;s like a little Elka Seltzer Tab and it cleans all the gunk off of your retainer that&#39;s why this company is really crushing it because they came up with a unique marketing angle for this product and really went with it and pushed so that&#39;s an example of a marketing angle it really is just the way that you&#39;re advertising the product and hitting it in a different way that&#39;s unique and maybe the market hasn&#39;t seen before if you can Master this skill of marketing angles you are going to have a lot easier time in your e-commerce business trust me all right now that you know what marketing angles are they are heavily used in this ad strategy which I&#39;ll explain further on down the road the next thing that you want to know is what your break even row as is or your break even return on ad spend and this is also going to tie into your cost per acquisition so what a return on ad spend means in its simplest terms is what is your return which is your Revenue that you gained on the amount of AD spend that you put out so if you spent $100 on Facebook ads and you received $300 in revenue from Those ads you have a return on ad spend of three there&#39;s a lot of calculators out here to figure out what your break even row as is but the simplest way to do it is just plugging in your cost of goods sold so how much does it cost for the product to be shipped the order of the product itself any Shopify fees that come into play as well basically everything that you&#39;re going to have to pay for besides the advertising let&#39;s just say everything Al together is $10 and we&#39;re selling them for $30 so we&#39;re marking up up our product three times what we&#39;re paying for it in terms of the cost of get sold so your cost multiplier is three times right here your profit margin is 66% and your break even row as is 1.5 so that means when we spend $100 on Facebook if we get $150 in Revenue back we are breaking even on our advertisements now this is a very important term to know when you&#39;re running advertisements because if you&#39;re not hitting your break even row ads let&#39;s say you&#39;re spending $100 on Facebook ads and you get $140 back in Revenue you&#39;d be at a row as of 1.4 which would mean you&#39;re actually losing money by running ads so you need to keep these numbers in mind and establish what your break even row as is that way you can look for these metrics on the back end of Facebook once you start advertising now the next tip or piece of information about Facebook in meta is that the higher daily spend you are throwing at Facebook the quicker you will get your data back that you need to make an educated decision moving forward and that will ultimately trickle down leading you into getting more sales because the quicker you can make decisions in business obviously the more efficiency in the time that you can actually get profitable decreases right so if you&#39;re spending $5 a day on Facebook ads it&#39;s going to take you a long time to collect enough data to say whether or not this product is working this angle is working this advertisement is working but if you&#39;re spending $100 a day or $500 a day you&#39;re going to get a lot of data very quickly and be able to make those decisions I&#39;ll actually talk about this a little bit more once we go into the breakdown all right so the next tip if you are not familiar is about Facebook and pixels right so what a pixel is is a string of code that is placed onto your Shopify website or any general website and it tracks user data based on where the traffic is coming from so if you have a pixel on your shop Shopify website and you&#39;re running ads on Facebook Facebook sent some of that traffic onto your Shopify website and they said hey this person that we tracked from this ad made a purchase they collect that data and store it in your pixel and the stronger that your pixel gets the more data that it collects the better your ads actually perform because they know exactly what kind of person or demographic of person they need to be showing your ads too it just gets better and better as it learns so having a pixel and properly connecting it is extremely important to do and if you don&#39;t have one I wouldn&#39;t even run advertisements you need to collect this data because the more data your pixel collects the more it&#39;s going to know where exactly to send your traffic in the advertisements to to get you the best results it just gets better and better over time I&#39;ll cover this briefly as well when we&#39;re setting up the Facebook account now the last thing that I want to mention as a quick tip before we really dive into it is that this strategy doesn&#39;t really use interest targeting at all a lot of people actually in 2024 moving forward are not using interest at all we&#39;re doing broad audiences and you might think that sounds counterintuitive and you might not even know what I&#39;m talking about but on Facebook you can actually choose interest of people that you want to send your advertisement to so what you can say is like you know if I&#39;m selling a coffee mug I want to Target people that like Starbucks or Dunkin Donuts because hey the people that have that interest like coffee obviously so send it there now interest targeting was really really popular back in the day like 5 years ago before the iOS 14.5 update happened where Apple made it so you cannot track as much data essentially in short and this led Facebook&#39;s interest targeting did not work as well and they started pushing everyone broad to build up their algorithm again and Broad has been performing way better since then and it&#39;s getting better and better every year so people are still being encouraged to go abroad in terms of their interest targeting and I have a theory one day that Facebook is actually just going to remove interest alt together because they&#39;re going to have enough data and their algorithm is going to be really strong now one more last little tip here in terms of advertising in general whenever you&#39;re running campaigns whether it&#39;s on Facebook Instagram or any social media platform you really want to isolate one variable at a time to test like I said we&#39;re going to be focusing on marketing angles in this strategy as an example but really you can apply this ad strategy to any type of variable right maybe it&#39;s the color of the background of the image ad maybe it&#39;s the headline or the copy or the landing page of your website those are all variables that you can test to see which one performs the best but you really want to isolate one variable at a time if you can because if you change the colors you change the copy in all of them you change the interest targeting maybe you change a landing page and you set up that new ad and you start running it and you&#39;re like hey it&#39;s actually performing better now how can you definitively say was it the landing page that actually helped that I changed was it the color of the ad was it the copy what was it that actually helped my ad I can&#39;t really tell because I changed so many variables which one helped which one hurt did they all help did all of them but one hurt so isolating one variable at a time is very very important it can get tedious but it&#39;s the best way to do it otherwise you&#39;re just guessing now those are the tips that I want you guys to think about while we&#39;re moving into this strategy here again I&#39;m going to kind of cover them in this strategy so it&#39;ll make a lot more sense moving forward all right so let&#39;s unveil the strategy and this is inigma and this is kind of the layout and structure of what I like to use for Facebook ad testing and scaling uh and it might seem a little bit overwhelming there might be a lot going on here but trust me it&#39;s a lot easier than it seems we&#39;re going to break it down for right here and then I&#39;m also going to show you step byep how to do this on Facebook that way you can literally follow along in this video and copy my exact strategy all right so at the top here we&#39;ve got a CBO campaign and a CBO campaign is a campaign budget optimization on Facebook there are three different levels to advertisements there&#39;s the campaign level there&#39;s the adset level and then there&#39;s the ad creative level we&#39;re going to cover all this in the step-by-step walkthrough but the campaign level is where you have your objective of the campaign whether it&#39;s sales or leads or traffic the ad set level below that is you do interest targeting maybe it&#39;s you want to change the age the demographic the audience interests the gender the countries that you&#39;re targeting all that stuff is done on the ad set level and then on the ad creative level is what it actually sounds like which is adding your ad creatives on there where you can plug in your videos your images and change the copy and the headlines of the actual ads that get shown to people and what they will see on their end so now that we have a little brief overview of that this is the campaign level and the CBO versus an if you have campaign budget optimization on what that means is you can put in $100 on Facebook right here per day to spend and that will actually be divvied up between the adsets and then down to the ad creative levels for both of these ad sets so this ad set in area might get $50 this one would get $50 maybe this one gets 40 maybe this one gets 60 it&#39;s however Facebook sees fit you&#39;re essentially giving Facebook more control of where to spend the money in terms of all the ad creatives in the ad set level it&#39;s a good thing to do because it helps Facebook&#39;s algorithm and it really gives Facebook more control which they like to have in terms of you know we think this ad is actually performing the best we&#39;re going to spend $20 on that compared to 10 to this one and they do this based on obviously customer engagement of the advertisements right so if one of the ad creatives has a longer watch time and way more likes than the other ones they&#39;re going to be like oh people like this ad let&#39;s spend more money here so it really takes a lot of the manual work out for you and that&#39;s the strategy that we&#39;re going to be covering today now before we even get deeper into it a lot of people talk about budget what you should be spending on Facebook Instagram meta or whatever you may be advertising on so it&#39;s a really interesting thing obviously budget is a personal thing if you&#39;re Big Brand you may have tens of thousands of dollars to spend on advertising and if you running a solo business by yourself and you just started and you might say you know I only have $100 of budget to spend a day it doesn&#39;t necessarily matter too much again going back to what I was talking about earlier the more that you spend the quicker you&#39;re going to get your data so if your budget&#39;s only $5 a day you&#39;re just going to have to wait a little bit longer than someone who has a budget of $100 a day the strategy works for both it&#39;s just about time but A good rule of thumb is when you&#39;re testing a product and a ad campaign or creative is to spend at least three to five times the average order value of your product so for example let&#39;s say I&#39;m testing installing a product that has a $50 selling point I would want to run a Facebook ad campaign for anywhere from $150 to $250 before I make any decisions on the data that I received or if I want to turn it off or scale it up it&#39;s a good rule of thumb because Facebook needs a good amount of data and you actually have to kind of feed that with dollars and giving it more of a budget allows Facebook to test different audiences easier and find that right audience for you and optimize your campaign so just keep in mind A good rule of thumb is three to five times your average order value before you can make any decisions on that campaign and typically you also want to run it for a minimum of 3 days I like to do seven because day of the week can matter depending on your product maybe you&#39;re selling a product that is a weekend product and most people on the weekends would make the purchases and no one wants to buy it during the weekday so that&#39;s why it&#39;s good to run it for at least a full week to see how that plays out as well so this is the way our campaign is going to be set up we&#39;re going to have the CBO campaign up top we&#39;re going to have two different adsets you could technically do this in one ad set but I like to do two just to keep it a little bit cleaner and organized our interests are going to be completely Broad each asset is going to have a different marketing angle in it two primary texts and two headlines and there&#39;s something called DCT that Facebook has an option for this is dynamic creative testing and what it does is allow Facebook to change the copy of your image ads or your video ads and things like that so they can test which one works the best it&#39;s a new tool that they have and kind of the more hands-off you are Facebook likes that so it&#39;s a great thing to test and try out and so underneath each of these adsets we&#39;re going to do completely broad audience which I&#39;ll show you how to do we&#39;re going to have one video ad edited content so this is like your typical video ad that you wouldd see online uh we&#39;re going to have an image ad that&#39;s made on canva I&#39;ll show you where and how to do that uh and then we&#39;re also going to have one video ad that is ugc style which is user generated content and so we need to double that we&#39;re going to do the exact same thing on this side so we really just need two pieces of each type of content to test against each other all with different angles keep in mind this is the most efficient way to do it if you don&#39;t have that many angles and you don&#39;t have that much content and your a newer brand you can just do six image ad creatives which are super easy to make with six different angles and test them that way this is totally up to you how much content you have but I would recommend doing it in this format again if you can&#39;t just do all image ads image ads work great as well so now once you set those up and start running them you&#39;re going to run them for the 3 days at minimum or the 3 to five times average order value of your spend and then you&#39;re going to look back at the data and say is this profitable yes or no if you&#39;re saying yes it is profitable we&#39;re going to analyze which ads are profitable and make iterations of those winning angles so let&#39;s say you were running that jewelry cleaner and you did the dental uh version of it for raining cleaning and you&#39;re like this is the winning angle let&#39;s take that angle let&#39;s update our landing pages it&#39;s clearly the thing that people want to see the most of and like the most now let&#39;s change everything and make new iterations of ads with that Angle now you&#39;d come down to two different options which is scaling and also creating new ads sets to test again with the same product but just different angles again now I&#39;m actually going to leave scaling to the end of this video because it won&#39;t make too much sense right now you probably just want to get right into the walkr of how to actually set up this campaign but this is a great structure and if you want a copy of this just take a screenshot right here and you should be good to go now that you have an overview let&#39;s actually go into Facebook ad manager and I&#39;m going to walk you through all of this what I just did step by step and cover every single option that you have that way you are an expert in the Facebook ads manager all right so this is the Facebook ad manager you&#39;ve probably seen it before if you&#39;re watching this video If you haven&#39;t you just go on ads manager. facebook.com where you have your business account linked to which would be either your Instagram or Facebook account for the business page that you&#39;re running so from here we&#39;re going to go into create campaign here we&#39;re going to start our new campaign so we&#39;ve got the buy and type as auction we want to leave it on auction because this is how Facebook works the best it&#39;s a bidding system so the better your ads are quality wise and performance- wise they&#39;re actually going to give you cheaper bids and cheaper bids result in cheaper cost per purchase which is kind of what we&#39;re aiming for so you want to make sure you have high quality ads just a little FYI there now from here we can choose the campaign objective and the options are awareness traffic engagement leads app promotion and sales most of the time we&#39;re going to want to choose sales unless you just want traffic on your website or you need leads for your business then you can choose leads or traffic but if you&#39;re running an e-commerce brand where you&#39;re selling products you always want to choose sales this is telling Facebook hey you&#39;re actually going to want to Target people that make sales from advertisements on Facebook and Instagram that&#39;s the type of audience you want you don&#39;t want people that just click and then leave off of your website that would be traffic you want to actually make sales with your advertisements that way you&#39;re profitable so always make sure that you click sales when you&#39;re setting up your Facebook campaign so that&#39;s your goal now there&#39;s two options that set up your campaign there&#39;s Advantage Plus shopping Campaign which we&#39;re not going to be doing today we&#39;re going to be doing a manual sales campaign the difference is there&#39;s a little bit more of a simplified setup for this version and they take like full control and there&#39;s a couple other options that they have in there but I don&#39;t like doing that as much I like doing a manual sales campaign and having some control at least over the way the structure of the campaign is set up so we&#39;re going to click on manual here and hit continue now for the campaign name you can change this to whatever you want so we can just do like red light therapy wand and make sure when you&#39;re naming your campaigns it&#39;s really up to you but you can name them whatever you want I like to keep them very organized and say like you know if I was testing us only uh maybe 18 plus you can put that in there that way when you&#39;re looking at your metrics and your campaigns if you&#39;ve got a lot of lines running like one of my Facebook ad accounts has over 4,000 lines on it um it gets a little bit messy so you want want to keep it really organized by naming them something that you&#39;re going to remember of what actually the campaign is about now for special ad categories I don&#39;t think you&#39;re probably going to want to do any of these this is for like credit employment housing social issues elections or politics if we&#39;re selling products online you&#39;re probably not going to fall under any of these categories you don&#39;t have to worry about that now for the campaign details the buy type is auction we&#39;re having the sales objective using a catalog if you want this goes with your Shopify cataloges and you can link them in here but we&#39;re going to be manually uploading these ad creative so we don&#39;t have to do this you can create AB test here which is AB testing you know maybe copy marketing angles targeting things like that we&#39;re going to be doing this manually so we don&#39;t need to do this now we come down to the ACB which is the new way of saying campaign budget optimization which I talked about earlier so for this we&#39;re going to select it on here and what we want our daily campaign budget to be again is up to you I think $100 is pretty good and standard again you can do this on any budget and again the more you have to spend daily the quicker you&#39;re going to get your results and your data to make educated decisions so just as a quick little reminder the daily budget for Advantage campaign budget means at this level this is the campaign budget level it&#39;s going to distribute $100 a day down through the adset and the ad creative level and it does this based on how Facebook sees fit and the data that it&#39;s collecting from the customers and the way they interact with your advertisements now we go down here to budget scheduling uh you don&#39;t want to do this because we don&#39;t really have that information yet especially if we&#39;re just testing this campaign an example of when you could use budget scheduling is like I had an example earlier let&#39;s say your product always sells from Friday to Sunday and then sales drop off Monday to Thursday you might might notice that over time and think oh well why don&#39;t I just spend money only on Friday to Sunday that&#39;s when people are purchasing so that&#39;s when you can do that here you can increase your budget during specific time periods ad scheduling is the same thing where you can change it from running ads all the time to just from you know 8:00 a.m. to 12:00 p.m. if that&#39;s something that you noticed but for now we don&#39;t really have that information especially if this is a new Campaign which I&#39;m assuming you&#39;re doing so we&#39;re going to leave this blank here and we&#39;re going to hit next now we&#39;re at the ad set level and this is where you&#39;re going to do all of your interest targeting you can name your ad set whatever you want let&#39;s say it&#39;s us uh 18 plus so you can name it whatever your interest targeting maybe you want to sell something in Germany only you can put that in here as your adset name totally up to you now for the conversion location we&#39;re going to have website and this is where you&#39;re going to plug in your pixel down to the performance goal we want to maximize the number of conversions that&#39;s what we want to do we want to sell as much as we possibly can so I would leave this blank and I wouldn&#39;t maximize for any other goals here besides conversions cuz that&#39;s our goal now this is where you&#39;re going to plug in your pixel and again the pixel is what tracks all the information from people going onto your website after they click on your advertisement and it&#39;ll collect things like what kind of Interest they have where they live pretty much a bunch of scary data but it&#39;s good for us as marketers because we need to know this information to make educated decisions so this is where you plug in your pixel and if you don&#39;t have a pixel yet all you do is Click create new pixel enter the name for your pixel pixel store XYZ hit create pixel add your website so if your website is a Shopify website whatever it may be you just plug in your website URL right here so you plug in your website here let&#39;s just use Zod Dental as the example hit check hit next hit write code now metap pixel and conversions API this is what what you&#39;re going to be wanting to use just hit next now the option here is to manually implement the API code into your website or you can use a partner integration if you&#39;re on Shopify WordPress some other ones as well they have a great partner integration it makes set up your pixel super easy so you could say check for partner and then You&#39; click if you&#39;re using Shopify click on Shopify now you just log into your Shopify account here and see the instructions here and complete this on Shopify verify the connection confirmation hit next and you&#39;d be done your pixel would be all set up and ready to go it&#39;s a very easy process I&#39;m not going to walk you through it&#39;s pretty boring but it&#39;s just super step by step and easy to do and make sure you have your pixel set up before running your ad campaigns now that it&#39;s set up we&#39;ve got the pixel test here our conversion event we&#39;re going to want to choose purchase because we want to track conversions uh in terms of purchases and then cost per result goal you I never set this up um this is where you could say like hey I want my purchases to be under $10 because my break even like I need to get a $10 cost per purchase when you plug that in there it limits Facebook&#39;s bidding which usually does not spend all of your budget which then it doesn&#39;t really work it&#39;s never worked for me I have seen it work for some people but it just depends on a lot of factors I like to leave it blank and let Facebook do its thing now this is where we go down to the dynamic creative section which I was talking about earlier let&#39;s turn this on you&#39;ll provide creative elements and it&#39;s going to switch them up automatically and generate combinations giving us a little bit better chance of optimizing our ads and letting Facebook do that for us now for the budget and schedule it does not matter we can&#39;t even change this option because we did a CBO or a campaign budget optimization so the $100 again is going to be distributed down to the adset level down to the ad creative level so therefore we cannot actually change the budget on the adset level so we would leave this blank you can set an end date if you want or you can just monitor it yourself and turn it off when you need to or scale it up whatever it may be budget scheduling I don&#39;t really need to do that we talked about that ad set spending limits uh you can put this in if you&#39;re like I don&#39;t want to spend more than $500 total on this campaign and then cut it off audience controls this is where you&#39;re going to actually do the interest targeting which I talked about that we don&#39;t really want to change so for the audience controls here you can say you know locations maybe let&#39;s add Canada United Kingdom in here wherever you think people are going to purchase your product but we&#39;re going to keep this simple this is totally product dependent up to you we&#39;re going to keep this simple and just leave it as United States 18 plus as the minimum age otherwise there&#39;s a lot of legal restrictions based on different countries and ages and interests and things like that and again we want to go broad so we don&#39;t want to have any interest targeting in here at all we just want to do 18 plus unless your product is obviously something where it&#39;s for like 65 plus year olds or something like that again the interest in terms of country and agewise really are product dependent so you should know that about your own product and or you can have a best guess but for now we&#39;re going to leave this is Broad we don&#39;t want to do any interest targeting at all we want to allow Facebook to decide where to show our advertisements and what types of people that we want to show them to now there&#39;s the Advantage Plus audience option where you can add an audience suggestion which would be where you do your detail targeting you say Hey you know people that like cups like Starbucks you add that in here and it&#39;s going to Target people that like Starbucks in theory this was good it was good back in the day now it is not Facebook is performing way better lately Broad and it&#39;s just getting better and better year over year so let&#39;s just leave this broad don&#39;t worry about it now you go down to the placement section and so what placements are they are places that show the ad right if you&#39;re on Instagram reals that&#39;s a placement if it&#39;s on Instagram feed that&#39;s a placement if it&#39;s on Facebook feed that&#39;s a placement you can actually go in here and edit these and say manual placements and you can say you know I only want to show it on Facebook and just the feed and you can choose that here I don&#39;t recommend doing this I recommend doing Advantage Plus it always netted me in cheaper cost per purchases even if I knew exactly where the most purchases were coming from if it was Instagram stories anytime I&#39;d isolate that it wouldn&#39;t work and the price would go up this is just me maybe something that you can play with later on down the road once you notice that but for most of the time Advantage Plus Replacements always works the best so now we set up the ad set level now we&#39;re going to be moving on down to the ad creative level you can name it whatever you want what I would do for this ad strategy since we&#39;re testing marketing angles against each other I&#39;d call it marketing angle one which is let&#39;s say the retainer and then you&#39;d add them accordingly for your six marketing angles that you&#39;re testing now it&#39;s not a partnership ad so we&#39;re going to leave this off this is when you partner with creators or other brands and it says like how sponsored by this person and this influencer we&#39;re not doing that we&#39;re running our own ads here so we don&#39;t have to worry about that Facebook page is where you&#39;re going to link your Facebook page Instagram account is the same thing here make sure both of them are linked and if you don&#39;t have one just quickly create one uh because this is where it&#39;s going to be labeled from or it&#39;s when you see the advertisement on Instagram reals at the top it&#39;ll have your brand name linking it to your Instagram account page as well this is how you actually get a lot of natural followers is by running advertisements so make sure to connect those two and then we&#39;re going to go down to the ad setup here the Creative Source we&#39;re going to do a manual upload we&#39;re going to add our six ad creatives manually in here and so the formats you can choose from are single image or video or Carousel I like carousels a lot but I think it&#39;s a little bit better down the road and Carousel is a scrollable multiple videos and images I think that they do pretty well but you really need some data to back them up first and what to actually put in the carousels what products what pictures what angles so since we&#39;re not doing that right now we&#39;re testing single image or video that&#39;s what we&#39;re going to leave as our format leave this checked as multi- Advertiser ads that is fine now you&#39;re going to select your ad creative so if you got an image ad made or a video ad created this is where you&#39;d plug it in now again like I was talking about earlier in this strategy we&#39;ve got two image ads there&#39;s one on this side and one on the other AD set we&#39;ve got two video ugc ads we&#39;ve got two video edited ads so a total of six ad creatives four of them being video if you don&#39;t have enough video content or you don&#39;t want to do it for some reason you can just run all image ads I like to do that in the beginning it&#39;s so much quicker I&#39;ll actually show you a quick tool if you want to just do image ads this is the best tool for it so this is creative .io it&#39;s a fantastic company that provides templates for both static ads and landing pages and emails so this is what makes it super super easy you can crank out like 10 quality image ads in like under an hour I&#39;d say you go through any of the templates that you like here and like oh like you know I&#39;m selling uh I&#39;m selling serums as well so I like this one and I think this looks beautiful and by the way all of these image ads are inspired by Major Brands that have been running these for months they&#39;re proven to convert and that&#39;s why they&#39;re on this as a template and so what you can do is either copy into figma you can copy into canva you just click it right here and hit use template for new design and it would put it in a canva template here and all you have to do is replace the copy if you want and in the image here but it&#39;s now the exact same format that a bigger brand is using this is also the same thing for landing pages so as a side note this is just a cool feature I want to talk about real quick and then we&#39;ll get right back to it I promise but as a side note if you&#39;re building out a landing page and you&#39;re like I&#39;m not that good at building websites or whatever they have 50 landing page templates in here that you can copy and paste into your own website and just change all of the images and the copy to fit your product and brand but all the structures and templates are optimized for whatever Niche that is chosen here so it&#39;s like oh if I do have a wallet brand like Ridge does a really good job with their flow and their warranty page and all that stuff and I love the way this looks I want to use it for mine you just copy this plug in your own product your own copy and then now you have the exact same layout that Ridge wallet has same thing with emails but I&#39;m not going to get into that I just wanted to really show the static ads and so if you don&#39;t have a lot of videos image ads are great they&#39;re cheaper typically so using these templates is amazing and they update them with 10 new ones a day which is pretty awesome if you want to try out creative os I&#39;ll have a link Down Below in the description so make sure to check that out all right going back to the ad setup here so this one we&#39;re going to be doing an image ad so you click select images and here&#39;s our image ad Let&#39;s Pretend This is an image ad that we just made hit continue now we&#39;re going to look at the ad preview and this is where you&#39;re going to have your primary text you can say you know best wallet in town or whatever the angle is let&#39;s say this is an image ad and the marketing angle for this specifically was the RFID blocking feature of this wallet that&#39;s the marketing angle so you like say like no more stolen identities whatever you may be for your text and angle and from here we can use all text variations so we can click check all it&#39;ll actually cycle through all these variations and plug them in onto your ads automatically for you and test them and see which one people resonate with the most and then you go down to the headline and so all of these texts I&#39;m just going to do text example right here all of these are where they show up on right in terms of the advertisement so no more stolen identities on face Instagram feed that&#39;s where it shows up here so that&#39;s where the primary text is so for Instagram stories you&#39;d see it right here right here so you can fill this out with whatever you want represents your marketing angle as well you can do all text variations of that as well if you&#39;d like to give them more options and then the description is the last piece of text here stop getting your ID stolen save it with this RFID blocking wallet blah blah blah whatever your marketing angles are here so fill out this copy information based on what your angles are for the call to action button which is the button that they can actually click I like to have shop now super weird thing that just happens to my account is whenever I don&#39;t do shop now the ads actually get rejected I always have to do shop now which is fine cuz I think it&#39;s the best one anyway but it&#39;s something to keep in mind I don&#39;t know if it does that to other people so we can leave that there info labels is to highlight attractive information about your business such as number of page likes or free shipping or stuff like that so you can add little tag lines if you&#39;d like here this is totally up to you you can also now throw in promo codes which is kind of cool if you&#39;re like 25% off here&#39;s the tap or add the code onto your thing it&#39;s a good thing to do uh and mess around with then scrolling down to the destination this is where you&#39;d plug in your website so if we were doing like the zma dental you&#39;d plug in your website right here but you don&#39;t want to plug in the homepage you want to plug in your landing page directly to the product page for the product that you&#39;re selling you don&#39;t want to have to have them go on your homepage find that product then go to the landing page you want to make it as seamless as possible so we do Zoom ad dental.com and then like product one or whatever your product URL is then we scroll down here and it leaves leave everything blank we don&#39;t need to do anything there languages you can change them if you&#39;d like to again just depends on where you&#39;re advertising your products and then we&#39;ll scroll down make sure you&#39;re tracking is set up your meta pixel should be active here if it&#39;s not just go to advance manager and set it up you already should have done that before so you should be good to go so that&#39;s how you set up the full one ad creative right now but our strategy requires us to have three ad creatives under each ad set right and then the CBO is going to trickle that budget down and those three different marketing angles on each ad set and so an easy way to do that is just following the steps I just did right now but now we can do quick duplicate we&#39;ll do it one more time now we&#39;ve got three creatives under this adset we&#39;re going to duplicate this one so now we have exactly the format that I have right here for this campaign the adset level is going to remain the same because our variable that we&#39;re testing is marketing angles so we don&#39;t have to change anything on the adset level which is here or the adset level right here the only things that we want to change are the marketing angles and the ad creatives under each of the ad creative levels so we had marketing angle one in here which is the retainer cleaner let&#39;s say angle two for that product is jewelry cleaner and we have got the image ad or video ad creative to represent that and here you&#39;d add your second ad creative your second marketing angle and then you&#39;d scroll down and obviously change the copy or the text variations for it to represent that angle so you&#39;d add angle one here angle two angle three angle four angle five angle six and then you&#39;d be fully set up and running it with this strategy right here once you&#39;ve actually filled out all of this information I&#39;m not going to do it step by step for each one cuz I just showed you how to it would take a lot of time once you have all of your ad creatives in you&#39;re just going to hit publish and then your ad is going to go into review Facebook it takes anywhere from an hour to 48 hours to review your ad to make sure it complies with their policies and once it gets approved it&#39;ll start running your ad and spending money on it now let&#39;s say your ads have been running for 3 days maybe a week and you&#39;ve spent $300 on your ads and you think you have enough data to actually make some decisions let me show you what you should be looking for and what means what in the metric area on Facebook ads manager that way you know exactly what everything means and you can make your decisions so this is what it&#39;s going to look like when you&#39;re start running some ads obviously um my account on this one specifically has a lot more spend than you probably have on it but it doesn&#39;t matter because I&#39;ll talk about all these metrics here so similar to setting up your ad campaign there&#39;s the campaign level the adset level and the ad level and you can look at them differently based on the metrics they all kind of have the same metrics like reach frequency and things like that but at the ad level would be specific to this tutorial because we&#39;d be looking at how each of those ad creatives specifically or the marketing angles performed and it would show you on an individual level rather than a campaign level but let&#39;s talk about the metrics here and what you&#39;d kind of want to be looking for results is pretty straightforward obviously 330 website purchases the reach is how many people have actually seen your advertisement 2.4 million frequency is pretty interesting and something to keep in mind the frequency is on average how many times has a single person seen your ad if you reach a frequency of two that means on average every person that&#39;s seen your ad has actually seen it about twice and you need to monitor this because ads doe fatigue after running it for maybe two weeks a month you might see a frequency rise to two and then you&#39;d start seeing your sales decline because that means people on average saw your ad twice probably didn&#39;t click on it didn&#39;t want it you&#39;re running out of audience to kind of Target so they&#39;re showing it to multiple people multiple times so once you see an ad frequency of around two that&#39;s when you want to refresh your creatives plug in New creatives in there and just give a fresh new look at ads it should kick back up your return on your ad spend so just something to keep in mind cost per result how much did it cost how on average to get a sale $764 your budget doesn&#39;t really matter it&#39; be the campaign budget amount spent total makes sense impressions are the number of times your ads were on a screen not reach it&#39;s a little bit different uh cpms is the cost per thousand Impressions a lot of people look at this it&#39;s kind of a vanity metric what it means is how much does it cost on average to show your ad to 1,000 people to show your ad to 1,000 people it was $487 which which is really really cheap this totally depends on your Niche which is why it&#39;s kind of a vanity metric if you have a really large Niche with really great ad creatives you could see your cpms drop and that would be a good thing typically but if you got a very specific Niche like you&#39;re selling fly fishing rods it&#39;s going to be a lot higher because there&#39;s not that many people interested in fly fishing rods so it just depends on your product I wouldn&#39;t really worry about this too much to be honest with you it&#39;s more worrisome once you start seeing it rise a lot and you&#39;re receiving Less sales for that for link clicks that&#39;s obviously is how many people clicked on your link cost for your link click so this is how much it costs to get someone to click on your link so for your link click through rate uh this is also I want say it&#39;s a VY metric you want it to be higher obviously but it does depend on how low your cpms are if you have low cpms you&#39;re probably going to have a low click-through rate a lot of these metrics to be honest with you are really like product dependent and Niche dependent and the more and more time that you spend running advertisements and money that you spend on them you&#39;re going to start seeing some similarities you might say oh when my C per link click is around 20 cents I&#39;m really profitable when it goes up to 35 it means it&#39;s not that great of an ad these are all kind of things that you learn again based on your product and your Niche you start to kind of see these similarities happen in patterns so I definitively can&#39;t say like if your cost per click is under a dollar like you have a great ad it really just depends on your niche in industry and then there&#39;s the clicks how many clicks all click the rate of all clicks uh cost per click all so the difference between clicks and Link clicks is just this could be a click on your profile or something else but this is a click on the link which you really want people to go for so that&#39;s kind of more important than clicks overall so those are like the main metrics you&#39;re looking at but really what you want to look at most and care about the most is really just your cost per result is your cost per result better than your break even rowad are you making money on these ads or are you not if you&#39;re close great maybe we could change some things change the landing page optimize it if it&#39;s way under and you&#39;re not making any sales probably not a good ad probably not some good angles maybe not a great landing page or website and this brings me to my last topic which is if your cost per result is in the money you are making money on your ads we want to scale it up right we want to jack up the spend on your ad account to $1,000 a day $5,000 a day because if you stay at that same cost per result you&#39;re scaling up your store and you&#39;re profiting more day over day which brings me into scaling so scaling there&#39;s a couple different ways you can do it you can scale by increasing the budget of that campaign that we just made and to do that let&#39;s go back to our ad campaign that we just started and let&#39;s say it was really profitable an option that we can do here is click on edit and then we scroll down here to where the budget is and we&#39;d go from $100 to no more than 120 you don&#39;t want to increase your budget by more than 20% it can re-trigger the Facebook algorithm to start actually just start over essentially so you want to be really careful with that and cautious you don&#39;t want to go over 20% every 7 days it&#39;s a slower scale I don&#39;t like to do this that much honestly instead of increasing the budget what I like to do is just strictly duplicate so if it was $100 that we&#39;re spending on that and the whole campaign was doing well we would click duplicate here number of times you want to do it click duplicate it&#39; make an exact copy where you can adjust the budget there you could say I want $200 for that campaign so if you had a duplication you&#39;d have one running at $200 and one original one running at 100 now duplicating the CBO is really only viable if all of the marketing angles or the ad Crees underneath are profitable which is most likely not the case let&#39;s say we ran our ads for 5 days and marketing angle one was clearly performing the best the results were you know $5 cost per purchase all the other ones were maybe 15 20 30 this one people like the retainer cleaner the most for the marketing angle so now what you can do is actually just isolate this one specifically and there&#39;s a couple options to do that but I think the best way to isolate it is really just creating a new campaign plugging in one line item for the adet level in one line item for the ad creative just this ad creative that was winning so in instead of having six here we would just have just this one because it was the one that people resonated with the most and performed the best and then you can set the budget to whatever you want keep everything the same what you just did for the first one have the budget higher and now it&#39;s running only that angle and it&#39;s spending anywhere from $100 to whatever you put for the budget and now you&#39;re scaling up this specific angle that is a great way to do it I like doing that the best personally in terms of isolating that winning ad creative right there that&#39;s how I like to duplicate but keep in mind you always want to be testing new ad creative so if this was the best retainer cleaner you don&#39;t really want to stop there you don&#39;t want to just scale that one up only you want to actually have different ad creat testing against each other isolating different variables and testing so now let&#39;s say I had the retainer cleaner as the best winning one my next step would be to plug this one into a new CBO with five more ad creatives all with the angle of retainer cleaner but there might be videos in there maybe different images different color of video different hooks now you&#39;re testing the hooks and the colors against each other cuz it might perform better than the original one or they could all perform worse and this was just the best angle and best image you&#39;ve ever created but the point is you always want to be testing and isolating variables against each other because everything can always be optimized all right guys there you have it that is the ad strategy that I&#39;m currently running in 2024 and moving into 2025 if anything changes I&#39;ll update and post a new video on this but this is the best ad strategy out there right now it&#39;s simple it&#39;s easy to do on any budget it&#39;s very easy to set up and it works with any size of business I hope you guys enjoyed this video and make sure to check out some of my other videos I&#39;ve got a lot of great full tutorials on my channel as well if you guys did leave a comment with any questions that you have like the video and subscribe cuz I post Ecom content twice a week all right guys again thank you for watching and I&#39;ll see you guys next time

Transcript for:Updated Ad Strategy for Facebook and Instagram (Meta) for 2024-2025

Transcript for:
Updated Ad Strategy for Facebook and Instagram (Meta) for 2024-2025