Creating a winning marketing campaign is not a single event.
It’s a process.
20% of the time you will hit a home run right out of the gate.
The rest of the time it’s a process of testing and iterations.
At the agency we use something called the L.O.S. framework in order to Launch, Optimize and Scale campaigns.
It works on any ad platform.
And with this framework you can systematically improve ads until you start to hit 5 and 6 figure months with your ad campaigns.
I’m excited to share all about it with you right here in this article, let’s jump right in!
Table of Contents
The Foundation For Success
Before we just go jumping right into the ad platform, we have to make sure we have a strong foundation.
If you don’t have the right foundation in place you’re not going to find success no matter what you do on the ad platform.
This includes:
-Your offer
-Your strategy
-Your messaging
-Your positioning
-Your avatar research
-Your competitor research
-The systems that you’re using to measure your results
You’ve got to have those pieces in place or else you just can’t run profitable and scalable ad campaigns.
So let’s assume you’ve done the hard work of laying the foundation and let’s get started.
Step 1: Launch & Learn
The very first step to any ad campaign is launching our first campaigns and learning what works.
We start every campaign like we’re a scientist.
We’ve got a hypothesis and we have to figure out if that hypothesis is true or not in the actual marketplace.
So what do you do?
At the very beginning we are not looking to make money.
What we want to do is go out and buy data from the marketplace.
In step 1 we are going to go out and run small experiments to figure out what works in your marketplace with your message and your offer.
Finding Your “Audience – Message” Match
One thing to keep in mind while you’re experimenting is all advertising really comes down to one simple thing.
Audience – Message match.
The internet is filled with real people.
Not clicks. Not users. It’s people.
And a lot of them.
Either these people go through your marketing campaign and think it’s interesting enough to click on to go to the next step or they don’t engage with the message and they move on.
So you have to find a message that is going to resonate with your audience and make them pay attention.
Creating Your First Round Of Winning Ads
The most important thing you need to get right on the ad platform is your offer and ad creative.
Which has a lot to do with writing good ad copy.
The goal is not just to get people to click…
The goal of your ads is to pre-frame, pre qualify and pre-sell the right person (your ideal customer) on clicking on your ad.
Boiling it down to one thing: coming up with different hooks that are going to attract the right type of person into your business.
One of the challenges we see a lot of people do is they’re not really testing new ideas. They’re just testing the same idea, written a couple of different ways.
What you want to do is come up with two to three wildly different ads with different hook points that speak to your ideal customer.
Once you have those messages and some graphics/imagery you can make some simple campaigns to run in front of a few key audiences to get quick feedback from the marketplace to find out if you have an audience – message match.
Step 2: Optimize
To graduate from this learning phase we want to establish that we have proof of concept, meaning that leads and sales are starting to roll in.
If we know what audiences and messages are working, we can start to move onto the next step.
Which is optimizing our funnel from click to customer.
You’ll find that there’s three things that will happen when you launch your campaigns:
Either it totally bombs
You find a winner right out of the gate
Somewhere in-between #1 and #2
If it’s #1 or #2 it’s a bit easier because you know exactly what to do.
But about 80% of campaigns fall in an in-between phase where they’re not complete winners but they’re also not total bombs.
And that’s where you use optimization to turn those iffy campaigns into winners.
By looking at the data you can figure out what needs to be fixed in order to maximize your conversions and profitability.
It’s important to remember though that you have to focus on both the ad platform and your funnel to improve how you can be profitable.
Think about it like a leaky bucket.
The data will come back and you’ll see people falling out of your sales process in different ways.
To plug these leaky holes you can’t only focus on the ad platform.
Look at your conversion rates for your landing page, webinars, and calls.
Then figure out what would be a good conversion rate for your business?
Once you know what those numbers are it will be easier to find what needs to be fixed next.
You want to have a process for improving the performance of your funnel at each step: landing pages, creatives, improving your follow up, getting more people to show up to your webinar, etc.
Don’t expect your first version of your funnel will be the best one.
Come back to it, improve it, and you’ll see how it improves your overall profitability with your ad campaigns.
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Step 3: Scale Your Campaigns
Once you’re hitting the numbers you need, meaning you’ve got good ad engagement and a funnel that’s consistently converting people into sales without losing money, then you can start scaling up.
I’ll tell you one of the secrets to scale…
You can not focus entirely on getting the cheapest clicks and cheapest leads and still scale.
When you’re spending low amounts of money your return on ad spend (ROAS) is going to be higher.
And when you go to scale your ROAS comes down.
But you don’t grow a business by having the highest ROAS.
You grow by out-earning your competition while keeping your profits in a healthy margin.
Here’s an example.
If we’re getting a 250% ROAS and we’re spending $3,000 a month the question is NOT how do we jack it up to a 500% ROI.
The question is how do we keep this 250% ROI and start spending $30,000 a month or $60,000 a month with those same ROI numbers.
What way we can focus on volume and earnings instead of keeping your costs like clicks and cost per lead down as little as possible.
You can’t maximize your business and ad campaigns by figuring out how to get the cheapest leads, cheapest clicks, and spending as little money as possible.
Instead switch your mindset to how do you spend as much money as possible and still run a healthy business with a healthy profit margin?
That my friend, is one of the secrets to scaling.
Smart Scale Formula
A formula we like to use to help us with all of this is something called the Smart Scale Formula.
Take your average order value and subtract the target margin that you need in order to run a healthy business.
(Average Order Value – Target Margin)
For example:
$997 – 60% = You can spend $400 to acquire a customer
Now make sure that is always less than your cost to acquire a customer.
Cost to acquire a customer < (Average Order Value – Target Margin)
Once you know what this ratio is, you can spend anything up to that number in order to acquire a customer.
Summary
That wraps up the 3 step framework to start running better Facebook ad campaigns.
The days of throwing an ad on a platform and hoping it sticks are over.
Following this framework from launching and learning what works, optimizing your entire funnel, and finally scaling up everything, will help you stay on track and give you a process to systematically improve your ads.
If you need some help with this you can always reach out about working with us to do this with you.
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