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Facebook Fridays

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www.getwsodo.com WATCH THIS: Facebook Ad Account
1
Hierarchy

Facebook Friday 76 (1/4/19) [NOTES

2 COMING SOON]

3 Facebook Friday 75 (12/28/18)

4 Facebook Friday 74 (12/21/18)

5 Facebook Friday 73 (12/14/18)

Facebook Friday 57 (8/24/18)

Facebook Fridays

Summary:

The 8/24/18 Facebook Friday is comprised of the introduction, Hotseat and chat. In Ask Frank a Question/Get a Review
the introduction, Brad shares some interesting Facebook updates that shall enable
you to make MORE money. Our first caller, Bruce has had a good run with Frank’s
This form is for any questions
Beginner’s Luck. Bruce has some queries about 3x3 – hearing Brad deal with these
you wish to submit to Q&A
queries is sure to help you immensely.
AND getting a full fletched
Our next Hotseat, Hernan is absolutely crushing it. Hernan is spending $5K per day on review from Frank Kern on
Facebook and wants to eventually scale up to $10K per day. What are some common your cold/warm marketing
mistakes that Hernan should AVOID to run a Facebook campaign on such a large funnels/strategies.
scale? Brad has some great TIPS and TRICKS on how to do just that. Ron has queries
pertaining to defining his audience whereas Ronalyn needs her funnel fixed.

The chat is peppered with some interesting questions about Intent Based Branding,
3x3 method and scaling. This episode is guaranteed to teach a LOT in a really short
time.

Time Stamp: 00:01:38 – 00:57:44

Agenda

Interesting Updates

Understanding the Structure of Frank’s Kern’s Branding Strategy

Hotseat
GET AN OFFICIAL REVIEW
Chat

00:03:12 – 00:05:25 – Interesting Facebook Updates Have a question or want a

review? Submit here!
Facebook is rolling out a Pixel which will make it possible to target your groups

Folks who have huge groups shall be able to monetize

00:05:25 – 00:12:17- Chat

00:05:25 – Will you be able to monetize other groups that you don’t modulate?

No

There shall be a specific Pixel attached to your group only

00:05:40 – Regarding IBB, what version of the video are you uploading to
Instagram since it can only be 60 seconds?

All videos are edited in 4 formats – for Facebook, Instagram, YouTube and
Instagram Stories

00:06:16 – How is Story Ads coming along?

Facebook gave $24K to Frank Kern to run this pilot campaign

Targeting is dictated by Facebook

 Because of this, Brad does not expect the trial run to do so well

00:07:43 – When you are putting out videos for Intent Based Branding, what
marketing objective do you choose?

www.getwsodo.com
www.getwsodo.com
Initially run the ad as an engagement ad

Once the audience has warmed up, you can run it as a conversion ad

00:08:16 – I want to know about scaling. I have multiple ads that are running to
the same audience. I am trying to use the 3x3 method to set them. I am worried
about competing with my own self. What insights do you have?

Need to know more details

3x3 method is not created to find the better performing sub segments within the
audience

If you are not spending $50K a month, you do not need to worry about
competing with yourself

00:10:22 – In Intent Based Branding, how do I use advertising to get goodwill

videos in front of the right audience before engagement before retargeting them
with an offer?

We know our best interests

The seed audience consists of 2500 people who have at least spent more than
$2,500 dollars with us

The audience size is 3.2 million; targeting US, Canada, Australia and UK

Hotseat

00:12:17 – 00:15:53 - Bruce’s call

Work Structure

Initial success with Beginner’s Luck

As per Frank’s suggestion, has turned off ads that were not working

Do I do a separate ad set for 3x3?

3 Ads are targeting one audience

2 Ads are targeting another audience

All the ads are working fine

Recommendations

If you have an ad set with 3 different ads that are working fine, duplicate the ad
set 3 times

Instead of 3x3, go for 3x4

Every ad set will have four ads in it – two ads are repeated twice

You need to use the Post ID from the older ad

When you create a new ad, a new Post ID is created which you need to change
manually

00:15:58 – 00:20:48 - Chat

00:15:58 – For intent based marketing, how many videos should be launched at
once?

Not using 3x3 in Intent Based Branding

Works best when you are launching 4 different videos

3x3 is only for conversion campaigns

Starting with less than 4 videos will choke the content

Only 1 ad set should be launched per ad set

00:18:27 – How will you be able to tell if your viewers are quality?

You will only know once you start running the conversion campaign

At Frank Kern, we have a database of highly qualified buyers

If you don’t have a database of good leads, there are no guarantees; you need to
 get the data first before moving on

00:20:06 – Hernan is managing a $5,000 dollar a day campaign right now. Do you
see cost per lead and acquisition increasing?

Yes www.getwsodo.com
www.getwsodo.com
Depends on where you scaled from

00:20:48 – 00:30:20 – Hernan’s Call

Workstructure

Managing $5K a day campaign

Managing a webinar funnel

Happy with the conversion rate

Started last month at $1,500 per day

Eventually wants to scale up to $10K per day

Cost per lead is increasing; how do I mitigate this?

Cost per lead for images is less compared to video

Videos are about digital marketing

Targeting 7 or 8 countries; Big four plus a couple of European countries

Changing Images every two days

Recommendations

Highly competitive niche

Refresh creative on a daily basis

You will be able to find the best audience in a hour

You will have to test your exclusions frequently also

Sometimes you might have to launch twice in a day also

Advisable to hire a VA to help you out

Amount of engagement from page to the post

You need to be commenting back; when you are performing on a larger scale,
Facebook will take notice if you are responding back

If you are not responding back, Facebook will penalize you

Refresh, re-launch and re-optimize every day

00:30:28 – 00:31:22 - Chat

00:30:28 – When running an intent based targeting campaign, when the target
market is predefined, should we still be targeting different audiences? i.e.
running ads to 18-65 year olds when we have seen that 40-55 year olds are more
engaging with content?

Are we looking at engagements or conversions?

00:31:00 – Will the 3x3 work for physical product or e-commerce?

Absolutely

Hotseat

00:31:22 – 00:35:28 – Ron’s call

Workstructure

Want to get started with intent based marketing campaign

Deal with parents who are ready to send their kids to college

How do we build our audience?

Targeting folks who are between 45-60 and sending their kids to college

How do I structure my targeting?

Recommendations

Cost of indoctrination in Intent Based Branding is really low

Do not narrow down audiences in conversion campaign as cost of conversions

 will really shoot up

If you know who your ideal clientele is for sure, target them

Using a 15 year niche window for a generic campaign, however, will really push
up the cost of conversions

00:35:51 – 00:43:05 - Chat

www.getwsodo.com
www.getwsodo.com
00:35:51 – Could you describe the use of cold videos versus warm videos when
you do Intent Based Branding?

Cold videos will target people who have not been indoctrinated

Use 10 cold videos to start off

Once any person has watched 25% of any video, move them to a warm audience

Warm audience videos are the same but they have been uploaded twice

Each ad set is delivering only one specific video

Each ad set has an exclusion for a specific video

Anyone who has seen a particular video for more than 25% is not shown the
same video again

Once a person has seen a certain percentage of videos, they are made an offer

If a person does not take the offer, move them to warm audience number 2

00:40:25 – Any recommendations for scaling up a $5 per day ad? I wish to scale
up to $25 per day.

Scale up gradually

If you scale up immediately from $5 per day to $25 per day, it won’t work

00:40:37 – What is the optimal size for an image ad on Facebook?

1200x628

00:41:08 – Any recommendations for targeting ads to high net worth individuals
as financial advisers?

You need a license to be a financial adviser

You can get the entire list of financial advisers

You can load up this entire licensed list as a custom audience

Hotseat

00:43:05 – 00:54:53 - Ronalyn’s Call

Workstructure

Changed my budget from $5/day to $10/day

Pixel is firing but I cannot see my leads

Have to go to my email campaign to see my leads

Cost has gone up

Is there an issue with Funnel Analytics?

Recommendations

Either Google Tag Manager is inactive or a trigger has been changed

There could be two different codes

Something within the funnel or within GTM has been changed

Brad reviews the confirmation page in WordPress

Do not change anything in the campaign

Tyler will put you in touch with someone who can fix your funnel

00:54:53 – 00:56:46 - Chat

00:54:53 - What is the general cost difference between engagement campaigns

and conversion campaigns?

It is like comparing apples to oranges

Need more information about the objective

 00:55:47 – When you talked about niching down an age, when they get pulled out
from the warm audience to the pitch audience, you said, “Run the pitches as a
conversion ad”. When they are in the pitch ad, would you open up the targeting

Yes
www.getwsodo.com
again since they are already in the audience?
www.getwsodo.com
No parameters once people come from the cold audience

00:56:46– 00:55:32 - Wrap Up

Watch out for content on Intent Based Branding in this month’s newsletter

Post your questions in the Facebook group

No Facebook Friday next week

00:57:44 – End of call

Key Points:

1. Shortly, you will be able to target your own groups with Facebook ads. Folks who
have large groups shall be in a position to monetize.

2. The 3x3 method is designed to find the best performing sub-set within and
audience.

3. When you are performing on a larger scale, you need to relaunch, re-optimize
and re-fresh every day. Remember to respond to your comments too. Facebook
is more likely to notice larger accounts and penalize you for not responding
back.

4. In IBB, cost of conversions is really low. In most cases, there is no point in

choking your audience. Allowing the algorithm to work freely is your best bet.

Resources mentioned:

1. Facebook Ads

2. Google Tag Manager

Mark As Complete

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