FACEBOOK ADS MASTER



Facebook Ads Management - Online Course Certification

After completing the Facebook Ads Management online course, I gained practical skills in creating and optimizing ad campaigns to achieve the best possible outcomes.

__________________________________________________________________________________________________

DRAFT: TESTING AND STRUCTURING

Campaign Objective: Sales

This draft campaign is focused on driving sales through Facebook Ads, using Creatives Testing and Audience Testing to identify winning strategies.





1. CREATIVES TESTING

Description: Testing various creative formats to determine the most effective one for driving sales.

Sample Campaign Description:

1. Objective: To find the winning creative that resonates best with the target audience.

2. Tested Creatives:

Images: High-quality product visuals

Carousel Ads: Multiple images showcasing different product features

Video Ads: Short, engaging clips demonstrating the product in action

3. Outcome: The goal is to analyze which creative format generates the highest engagement (likes, shares, comments, sales), click-through rates, and conversions, selecting the best-performing creative for the full campaign.

2. AUDIENCE TESTING

Description: Testing various audiences using the winning ad from the Creative Testing phase.



Sales Campaign Description:

1. Objectives: To find the winning ad set or audience that delivers the best result.

2. Tested Audiences:

Ad Set 1: Targeting Location A with the winning Creative (winning image, carousel or video ad from Creative Testing)

Ad Set 2: Targeting Location B with the winning Creative (winning image, carousel or video ad from Creative Testing)

Ad Set 3: Targeting Location C with the winning Creative (winning image, carousel or video ad from Creative Testing)

3. Outcome: This Audience Testing aims to identify which ad set or audience generates the highest engagement and conversion rates, ensuring optimal ad spend and maximizing return on investment.

Conclusion: By conducting both Creatives and Audience Testing in Facebook Ads Manager, this draft campaign seeks to identify the most effective combination of ad formats and target audiences to maximize sales performance. 

DRAFT: SCALING METHOD

This is done once we already identify our winning ads and audience, or this is done after running the Creatives Testing and Audiences Testing.

Note: Do this ONLY if your budget is flexible

1. GRADUAL SCALING

Description: After conducting testing, we identified that the winning ad set/audience is Location 1:US. To capitalize on this success, we will gradually increase the budget for this ad set by 20% from the original budget (from 1,200.00 peso or $20 to 1,400.00 peso or $24). Additionally, we will turn off the losing ad sets for Location 2: PHILIPPINES and Location 3: CANADA to optimize our spending.

Objectives:

1. Maximize Reach: Expand the audience within Location 1:US.

2. Maintain Efficiency: Ensure positive ROI with increased spending.

3. Test Effectiveness: See how the winning ad performs with the higher budget.

4. Optimize Budget: Free up funds from Location 2: Philippines and Location 3: CANADA to invest in the successful ad set for LOCATION 1: US.

2. AGGRESSIVE SCALLING

Description: After conducting testing, we identified that the winning ad set/audience is Location 1:US. To scale this, we will duplicate the original ad set and increase the budget for each copy to reach more people and boost performance.

1. Original Ad Set (Location 1:US):  ₱1200.00 or $20

2. Copy 1 (Location 1:US): ₱2400.00 or $40

3. Copy 2 (Location 1:US): ₱4800.00 or $80

By increasing the budget for Location 1, we can make the most of its success and reach a larger audience.

Objectives:

1. Reach More People: Expand the audience by increasing the budget for Location 1: US.

2. Improve Performance: Use multiple copies of the winning ad to get better result.

3. Test Higher Budget: Determine the most effective budget level for maximizing conversions.

4. Get Higher ROI

__________________________________________________________________________________________________

KNOWLEDGEABLE ABOUT ANALYZING METRICS

A. BASIC METRICS

1. Delivery

2. Budget

3. Amount Spent

B. CREATIVES METRICS/SUPPORT METRICS

1. Impressions/CPM

2. Link Clicks/Cost per Click (CPC)

3. Click through rate (CTR)

4. Frequency

5. ROAS

6. Conversion Rate

__________________________________________________________________________________________________

1. BROAD TARETING

Description: The image highlights broad audience targeting by selecting the location while keeping other settings as default, allowing the ad to reach a wide and diverse audience.

2. DETAILED TARGETING/BUYER PERSONA

Description: The image shows detailed targeting by selecting specific demographics, interest, and behaviors, while also adjusting the location, age, or gender depending on the product.

Note: The demographics, interest, and behaviors can be tested to see which performs best. Avoid adding too many, as this expands the estimated audience, and with a smaller budget, it may take longer to see results.

3. CUSTOM AUDIENCE

Description: The photo illustrates creating a custom audience based on Facebook page engagement for 30 days and video views at 75%. This strategy helps target people who have already interacted with the brand, increasing the chances on conversions.

4. LOOKALIKE AUDIENCES

Description: The attached image demonstrates how to set up a lookalike audience by using data from custom audiences. This expands reach to new potential customers who share similar traits and behavior with your existing audience.

Note: Start at 1% lookalike audience. Increase gradually up to 10% if the results are positive.

KNOWLEDGEABLE ABOUT SALES FUNNEL

1. TOP OF FUNNEL

Description: These are the new sets of people who may not yet familiar with the brand or product.

Goal: The objective is to attract and engage these individuals through educational content, awareness campaign and attention-grabbing ads.

2. MIDDLE OF FUNNEL

Description: Once the new sets of people click on ads, engage with your page or visit your website, they move into the middle of the funnel.

Goal: The focus here is to build rapport, establish social proof and entertain.

3. BOTTOM OF FUNNEL

Description: These are the people who have added items to their cart or initiated the checkout process.

Goal: The objective is to provide additional proof of value and create a sense of urgency.

4. EXISTING CUSTOMERS

Description: These are the people who already bought your products.

Goal: The objectives is on encouraging repeat orders and upselling.

__________________________________________________________________________________________________

SAMPLE WORKS

Note: Since I am no longer employed at Rockspeed Elevator and Escalator, I requested permission to access their Ads Manager to gather examples of my previous work, Upon accessing the Ads Manager, I found that all previous campaigns had been deleted. I was given a limited 2-day access period, during which I successfully ran a 1-day broad-targeting campaign focused on analyzing key metrics.

CAMPAIGN DETAILS:

Objective: Analyzing Metrics

Targeting: Broad Targeting 

Duration: 1 Day Campaign

Ad Spend:  ₱199.57 ≈ ₱200.00

OUTCOME:

Impressions: 1,233

CPM (Cost per 1,000 Impressions): ₱161.86

Link Clicks: ₱24.95 per click

Click Through Rate (CTR): 5.60%

Frequency: 1.38

Cost per Result: ₱39.91

Conversion: 0 (As expected, given the high-consideration nature of Elevator and Escalator purchases, which typically require a longer sales cycle beyond a 1-day campaign.)