FACEBOOK & INSTAGRAM AD ACCELERATOR

By Jack Paxton

This course is going to show you how to scale your business using FB & IG ads.

�Co-Founder�Hyax.com

Vyper.ai�TopGrowthMarketing.com

COVERING

• Understanding the customer
• Understanding the buyer's journey
• Understanding the marketing levers
• Benchmarks (Budgets, CTR, CPC, ROAS)
• Optimization
• Ad strategies (TOF & BOF)
• Ad types & examples
• Audiences & targeting
• Attribution (FB & GA)
• Questions

1. Introduction
• Course explainer - 2min
• Why Facebook & Instagram ads - 2min�
2. Facebook Ads For Beginners
• Business manager overview - 5min
• Setting up your Facebook account properly - 5min
• Facebook pixel - 10min
• Facebook audiences - 10min
• Bottom of the funnel - 10min
• Creating a killer offer - 10min
• The ad campaign setup for each budget - 10min�
3. Facebook Ads For Advanced
• Building the top of the funnel - 10min
• Dark posting & social validation - 5min
• Targeting & Finding Interests - 10min
• Using your data for scaling - 10min
• Optimizing BOF for ROAS - 10min
• Optimizing TOF for growth - 10min�
4. Final Notes
• Facebook Ads Recap - 10min
• Full digital marketing growth picture - 10min
• Setup checklist - 5min
• Ad creation checklist - 5min
• Campaign launch checklist - 5min

WHY SCALE WITH FACEBOOK & CO

• The size of their distribution is huge!�
• The easy pixel and server tracking options.�
• The targeting is super in depth by interest or custom audience.�
• The wide range of ad formats and options. �
• By far one of the most The earned impressions (shares)

BEGINNER�GETTING STARTED

The beginner and first steps you will need to take in order to set up your Facebook & Instagram accounts correctly.

Business manager overview - 5min

CHECKLIST

1. Create a personal Facebook profile�
2. Create a Facebook business manager�
3. Create/add a Facebook page, Instagram account, ad account & pixel in the business manager�
4. Add the pixel to your website�
5. Build audiences�
6. Build and launch ads

BUSINESS MANAGER

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• The umbrella to all your Facebook marketing efforts.

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• This houses all your assets (ad accounts, pages, pixels, audiences etc.)

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• Example

BUSINESS MANAGER

1. Create a Facebook Business Manager business.facebook.com OR business.facebook.com/settings/setup-guide�
2. Add all assets to this
1. Facebook page, account, pixel, product catalog
2. People/Users, Partners, Instagram account, line of business
3. Etc.�
3. Give access to yourself and staff�
4. Create ads in your new ad account

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DO NOT set up your account under a personal account. Always use the business manager.

Setting up your Facebook account properly - 5min

FB ACCOUNT SET UP

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• Create 1 ad account & pixel per website.�
• Set up from your business manager.�
• Add all your users, pixel etc.�
• Can have backup accounts if needed.

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FB ACCOUNT SET UP - STRUCTURE

Campaign (conversion, traffic, DPA catalog etc)

Ad Set (targeting - audience, interest, goe, demo, etc)

Ad �(image, video, carousel)

Ad Set (placement - stories, feed etc)

Ad �(copy & creative)

Ad (page to run ads from)

Ad (dynamic collections )

The Facebook pixel - 10min

THE PIXEL

• Set this up ASAP
• Collects data to create audiences & track conversions
• Browser & server side tracking

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Set up options

• Apps (Facebook, Google, Snap)
• Google Tag Manager (GTM)
• Hard Code

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Base pixel (all pages)

• Pageview�

Pixel events (single pages or actions)

• Purchase
• Add To Cart
• Landing Pageview

THE FB PIXEL - SET UP

THE FB PIXEL - SHOPIFY

THE FB PIXEL - GTM

Beginner Facebook audiences - 10min

THE FB AUDIENCES

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Used to create remarketing campaigns.

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You can find in 2 places

• Business manager
• Ad account

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You need good ads, good targeting and a good conversion rate.

THE FB AUDIENCES

�Separate into 2 buckets

• Remarketing (REM)
• Prospecting (PROS)

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Beginner Audiences

• Pageview (30, 180)
• Add to cart (30, 180)
• Purchase (180)
• Engaged with FB (30, 365)
• Engaged with IG (30, 365)

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We will cover Advanced later on.

LIVE DEMO

How to create audiences that will convert in Facebook + the best naming structure to keep organized.

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(LINK)

ACCOUNT FAQS

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• What’s the difference between a personal and a business account?

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• Why can’t I add my Facebook page to my business manager?�
• What should I do when adding agencies or freelancers?�
• Does my page and ad account have to be in my Business Manager?�
• What if I have issues during setup?�
• Should I run ads on other channels like SnapChat, Reddit, LinkedIn & TikTok?

Setting up the bottom of the funnel - 10min

MARKETING IN A NUTSHELL

By improving and optimizing these 3 things, you will be able to scale your brand. Without all these 3, you will have a hard time scaling.

THREE

LEVERS

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TOP & BOTTOM LEVEL TRAFFIC

To keep this simple, think of your customers in two segments.

STRUCTURE OF ACCOUNT

Failing companies are not looking at the big picture, larger companies do. Are you?

REMARKETING

BOTTOM

PROSPECTING

TOP

START

Creating a desirable offer - 10min

THE OFFER

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• Stand out in the red sea. How is your offer different & better?�
• Think of perceived value.�
• Bundles, pricing, free trials, tiers, GWP, discounts, upsells, cross-sells, BOGO, free + shipping, subscription etc.�
• More of writing ads later.

EXAMPLE

% OFF

$ OFF

BOGO

Free Shipping

GWP

Etc

THE OFFER - EXAMPLE

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What to focus on�

1. Ad CTR
2. Landing page engagement (bounce, time on site)
3. Product/service conversion rate
4. Customer LTV

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This in an ongoing process, repeat the offer step with existing customers.

Ad �(click through Rate)

Landing Page �(engagement rate)

Bounce �(lost customer)

Thank You Page - Becomes Customer�(average order value)

Offer�(conversion rate)

Bounce �(lost customer)

Ignores �(lost revenue)

The campaign setup you need for results - 10min

CAMPAIGN SETUP - BUDGETS

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• Will depend on your spend and how advanced you want to go with messaging.�
• <$50/day Small budget (wide)�
• $100-500/day Bigger budget (targeted)�
• > $500+ Huge budget (data driven)�
• Requires testing, no account is the same!

CAMPAIGN SETTINGS - TARGETING

LIVE DEMO

The quick and easy process of starting a campaign and choosing the correct settings based on your ad account.

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(Ad Account - LINK)

FUNNEL FAQS

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• What tools should I use to build my funnel?�
• Do I need a MOF (middle of funnel)?�
• What can I use for my TOF ads?�
• How do I get PR content?�
• What is UGC and how do I get it so that I can use it in ads?�
• What benchmarks should I look for? (Calculators)

ADVANCED MODE ENABLED

The advanced tips and tricks you will need to take in order to take your Facebook & Instagram accounts to scale.

TOP & BOTTOM LEVEL TRAFFIC

To keep this simple, think of your customers in two segments.

Building the top of the funnel - 10min

TOF AD EXAMPLE

VIRAL VIDEO - Use PR/publications, social proof, shock factor or humour to get 1st touch point (E.g. Squatty Potty, Harmon Brothers)

TOF AD EXAMPLE

GIVEAWAY - You need TOF ads that shock, capture attention and make people stop scrolling. Get the 1st brand touch point,

REFERRAL MARKETING TYPES

REFERRAL MARKETING TIPS

• Position your campaign for what you need. The mechanics are still the same.
• Set a high value prize
• Rewards that attract your target market
• Use bonus actions to generate
• Email’s, followers, user generated content etc.
• Referral marketing course for giveaways, waiting lists etc - HERE & HERE
• Behind the scenes - HERE

LIVE DEMO

How to use a giveaway, waiting list or rewards program to skyrocket email list, sales and followers.

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(Ad - LINK)

TOF AD EXAMPLE

INFLUENCERS - Leverage other people’s audience and a 3rd person's point of view such as influencers/celebs.

TOF AD EXAMPLE

UGC & Reviews - It’s means a lot more when someone else says great things about your company.

MOF AD EXAMPLE

Warm audiences (engagements etc)

• Who are you targeting (segment)?
• What is their problem/pain? (call it out)
• What’s your solution, how are you going to solve it?
• More informational
• Call out the discount/incentive
• Use scarcity (limited time offer, first 100 customers etc)

BOF AD EXAMPLE

�Hot Audiences (Cart etc)

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• Reminder, strike at the right time
• 1-2 sentences per paragraph
• Use emojis (fast scanning)
• Call out the solution
• Why is your solution better
• Call out the discount/incentive
• Use scarcity (limited time offer, first 100 customers etc)
• Sell in comment replies

SELLING IN COMMENTS

• Reply and engage with comments!
• Share coupon codes
• Mention scarcity
• Educate and provide more info to influence the sale
• Add links to your product
• Add links to other products to upsell
• Conversation marketing is a THING!
• Train your community manager in sales

COPY BEST PRACTICE

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• Let your customers write the copy for you: �Use testimonials, UGC, comments, & reviews
• Hook in first 3 seconds
• Keep it simple
• How the product works
• Life before and after purchase
• Why it’s better than other solutions
• Separate PROS and REM messaging.
• Sell the end solution
• Avatar Sheet

AD CREATIVE

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• Video is king
• 4:5 (portrait) or 1:1 ratio
• 15, 30 and 60 sec versions
• Capture attention in first 3 sec
• Have a CTA at the end of video
• Use image & longer video in remarketing
• Use captions on videos with voice
• Show off product, how it works & why it’s great. Why should they buy?
• eCom use collection and tag products (examples)

EXAMPLE

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Campaign Type = Conversions

Ad Type = Video ad�

Copy: Headline

Fun Micro Puzzles To Cure Quarantine Boredom�

Copy: Body

Personalized & custom make your own puzzle or choose from 25+ design. Made in USA 🇺🇸��Featured in → KTLA, Puzzles HQ, Buy Hand��Over 350+ five ⭐️ reviews 👉 MicroPuzzles.com�

Copy: Description

Shipped daily, delivered within 3-6 days.�

Creative = KTLA video interview (PR)

Dark posting & social validation - 5min

SOCIAL VALIDATION

• Popularity, trends, lines and influence is an attention grabber.�
• This applies to social media as well. How do you build HYPE?

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• The Milgram Bickman & Berkowitz Experiment

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Read more:

USING DARK POST

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• Keep that attention & validation by using “existing posts”.�
• Build additional validation (stopped/in-line people) with every new audience test.�
• Look at performance across the entire ad account.

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Read more:

LIVE DEMO

This quick demo will show you how to make an ad and all the things you should consider during the build

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(Ad - LINK)

Ad FAQS

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• What’s the best campaign & ad type?�
• What makes a good ad that makes people want to click?�
• Should I boost my organic posts or will this negatively affect my organic reach?

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• Why are my ads not working, I’m losing money?

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• How long should I test my ads for?

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• What should I do if my ads if they are not working? (Hubstaff SOPs)

Targeting & Finding Interests - 10min

Good creative plus great targeting is an unreal combination to scale your Facebook ads account.

INTEREST TARGETING

1. PAGE SUGGESTIONS

2. AUDIENCE INSIGHTS

3. AD ACCOUNT SUGGESTIONS

4. RESEARCH - GOOGLING LISTS

LIVE DEMO

How to find the best interest targets to run your ads.

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(Ad - LINK)

Using your data for scaling - 10min

The most important thing when scaling is data. Use Facebook Analytics to track conversions and build high quality audiences.

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HOW TO BUILD AUDIENCES WITH DATA

FB ANALYTICS TOOL

FB ANALYTICS - CREATING AUDIENCES WITH FILTERING

Minimum = 100�Ideal = 1,000�Amazing = 4,000

FB ANALYTICS - CREATING AUDIENCES PERCENTILES

BEST CONVERTERS

FB ANALYTICS - REPEAT PURCHASE

FORMULAS TO USE

• Lifetime Value (LTV) = Total Revenue / Number of Customers �Ideal = $200-500 (can also look at 90 day or 12 month LTV for better cash flow)�
• Average Order Value (AOV) = Revenue Per Checkout, Per Person

Ideal = $100-200

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• Ad Click Through Rate (CTR) = Impressions / clicks�Ideal = 1-2%�
• Website Conversion Rate = Visitors / Conversions�Ideal = 2-5%�
• Profitability = (Visitors x Conversion Rate x LTV) - Cost�Ideal = Profit Margin over 30%

UNIT ECONOMICS

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• Use calculators & spreadsheets

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• Need to understand your numbers and metrics so your can plan out growth, cash flow etc.

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• Benchmark and understand different customer journeys

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• TGM’s Calculators - HERE�

LIVE DEMO

How to use data to build valuable custom audiences that will convert.

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(Ad - LINK)

Optimization Tricks For BOF - 10min

COLUMN SET UP

Make sure to save these columns

1. Campaign Name
2. Amount Spent
3. Budget
4. Purchases
5. Cost per Purchase
6. Purchase ROAS (Return on Ad Spend)
7. Purchases Conversion Value
8. Adds to Cart
9. Cost per Add to Cart
10. Link Clicks
11. Unique Link Clicks
12. CTR (Link Click-Through Rate)
13. CPC (Cost per Link Click)
14. Landing Page Views
15. Cost per Landing Page View
16. Impressions
17. CPM (Cost per 1,000 Impressions)
18. Frequency
19. Post Saves
20. Post Shares
21. Cost per Post Engagement
22. Engagement Rate Ranking
23. Quality Ranking
24. Conversion Rate Ranking
25. Custom metrics (conversion rates etc)

VIEW METRICS

Looks at your campaign stats vs the account averages.

BOF OPTIMIZATION

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• Focus on ROAS.�
• Creative & copy will be more impactful for finding further profits. Matching those to the audience.�
• Segmentation on large accounts (multiple ad sets per audiences).

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• Wide on small accounts (all in 1 ad set).

LIVE DEMO

Looking at your ad account columns and analyzing performance.

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(Ad Account - LINK)

Optimization Tricks For TOF - 10min

TOF OPTIMIZATION

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• Focus on shares, CTR and other metrics that show interest.

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• Optimize on lifetime, 30 day a 14 day.

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• Do not look at day to day stats.

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• Delayed conversions increase ROAS.

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• Naming convention is organization

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• TGM’s cheat sheet - HERE

The 1st step is to engage and get the 1st touch point. The 2nd step is getting the conversion. The 3rd is to repeat step 2 as many times as possible.

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CUSTOMER JOURNEY

ATTRIBUTION MODELS

Start looking at the full picture. Then optimize based on that. Change you Google ads to positional or linier. Then look at reports as positional 40%.

FB ATTRIBUTION - COMPARE

Positional 40%

Last Touch

LIVE DEMO

How to use the attribution tool to see what campaigns are actually driving conversions.

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(LINK)

TARGETING & TRACKING FAQS

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• What should my targeting be on a small budget < $50/day

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• Which platform has the most accurate tracking and stats?�
• Why does Google, Facebook & Shopify not match up?�
• What channels should I run ads on? All or just 1? How does that effect tracking?

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• Why should I use UTM’s?

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• What ratio should I spend on PROS vs REM?

RECAP & FINAL TAKEAWAYS

The final takeaways and things you need to remember in order to be successful with running Facebook & Instagram ads.

KEY SCALING FACTORS

Invest time into these 4 things to scale your brands & accounts.

Facebook & Instagram Ads Recap - 10min

AD RECAP

• Always be testing.
• Use the triangle of growth to find areas to improve.
• Offer will make the biggest impact on metrics.

• Always be testing.�
• Use the triangle of growth to find areas to improve week after week.�
• Offer will make the biggest impact on metrics.

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• Naming convention is key.�
• UTM’s and tracking are vital for scale.

Full digital marketing growth picture - 10min

DIGITAL MARKETING IS MORE THAN ADS

• Paid ad channels like Facebook are only 1 piece of the puzzle. �
• You need a good product, good offer & a diverse stream of traffic.�
• Benchmark for conversion breakdown
• 30% Paid ads
• 30% Email
• 30% Direct/None
• 10% floating

Setup checklist - 5min

SETUP CHECKLIST

• You need to own all your assets.�
• Start with 1 channel then expand as overlap of conversions gets messy.�
• Start small & grow as you see success ($20-50/day).�
• Start with remarketing (ads, email etc), it has the highest ROI.�
• Use our calculators & templates before spending anything!

Ad creation checklist - 5min

AD CHECKLIST

• Test everything and don’t guess or assume ANYTHING! You know nothing!�
• Separate out stories & other placements at a minimum.. �
• Test offer, then creative, then copy.�
• Reality check, would you click on this ad (be honest)?�
• Do your links work?

Campaign launch checklist - 5min

CAMPAIGN CHECKLIST

• Use the split test features for campaign type, bidding etc.�
• Seperate the REM and PROS on the campaign level.

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• Organize your sale events and evergreen by campaign.

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• Use proper naming convention, copy our template.

YOUR TO DO LIST

Do these things as soon as you get back to your computer.

THANKS, QUESTIONS?

Website - JackPaxton.com

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Twitter - @JackHenryPaxton�Linkedin - /in/jackpaxton�

Email - jack@topgrowthmarketing.com

🤗 Email for slides or if you need help running ads

RESOURCES & LINKS

• Ad Calculator = Find out your ad breakeven & benchmarks
• Unit Economic Calculator = Discover your brand ROI & CPA targets
• Avatar Sheet = Helps you understand your target customer better
• Ad Library = Ad examples to copy
• Ad Hook Examples = Get ideas and examples for your next ads
• Marketing Benchmarks = Know if you are on the right track
• Shopify App List = Some of the apps we use & love
• Free Ad Training = Learn more about running ads for eCom stores
• Setting Up The Facebook API = Combat IOS 14+ updates
• Setting up FB/IG store & checkout = Enable easier checkout for customers
• Free ad & eCom Guides = In-depth eCom training studies, guides etc.
• Giveaway Tool = Build your email list and social followers
• Bio Link = Optimize your social profile traffic (links, products, videos etc)

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