Facebook Ads FastTrack

Why Facebook Ads?

There are 101 ways to find strangers today.

You have Lead scrapers, Instagram Organic, Tiktok Organic, Snapchat, YouTube Ads, etc.

But who wants to post content daily for months before ONE video takes off?

Or you get a bunch of leads who are not even qualified. If you think that your time is more valuable than money…

Then you need something that gives you instant feedback and results.

And that is Facebook Ads.

The problem is people don’t understand how it works.

It’s like riding a bike without knowing how to pedal or steer.

If you jump on and immediately fall, you can’t say "This bike doesn't work" and never try again because,

One, you were never taught or never learned how to ride a bike and two, you want to join all your friends and don’t want to miss out on the fun.

Well, these are your training wheels.

‍The Gears that Grind Facebook

It’s simple, The Facebook ads platform is an auction process where bidders (advertisers) compete for impressions.

In a closed auction sale, bidders don’t know about other bids. More people bidding = Pricing going up

With Facebook, you’re going up against Coca-Cola, Amazon, and even your local solar companies.

The auctions are over when no one wants to pay more for the item.

Which in this case is “impressions” (people's attention)

They sell it to whoever's willing to pay the most.

This is how CPM(Cost Per Thousand) is determined.

We can go from $1 up to $70. But let's look at how an ad looks quickly.

‍The Structure of a Facebook Ad

Different Types of Facebook Ads

"Simplicity is the ultimate sophistication" ~ Leonardo Da Vinci

There are 14 types of Facebook ads,

But the simplest two, perform the best. Video Ads and Image Ads.

The rest can still work but these are just better.

Video Ads are perfect for bringing in more people through a cold audience.

And Image ads are better for warm and retargeting audiences.

I’ll explain abit more in the Visuals Section.

‍The 4 Elements of Facebook Ads
‍‍
1. The Copy and Angle

This is the magic behind any successful ad. One word could be the reason you make 10k instead of $200K.

Like when Black & Decker changed “Buy Now” to “Shop Now” and added another 17% to their Click-Throughs.

If they were getting a 50% show-up and a 10% click-through with a purchase of $50.

With their current Web-Traffic(470K)... Then they were making $1.2M/month before.

After they changed only one word.

They had a 17% CTR increase and went from $1.2M/month to now making $3.2M/month.

That’s the power of one word and why you need to test everything but only one at a time.

Let me hit you with the 3-piece when writing ad copy.

‍Angle and Creative

You have to think outside the box. Use your audience's main objections and problems.

Write down all the problems that they face and work from there.

For example… A common one is Solar Savings, but what about playing on the fear of missing out on incentives?

Missing the chance to level up the value of their house?

The reality that utility bills are just going to keep going higher?

I mean you probably know some really good ones with your level of experience…

But you never tested it, so just give it a go.

Next.

‍The Headline

‍Now your headline(a.k.a. The “callout”) should grab people’s attention.

“Your headline is .80c of your advertising dollar”.

Before people see your video or your image, they will check the headline.

By far one of the most important pieces of your ad.

Here is a good example…You’re at a party and someone drops a dish.

Everybody will turn around and look. But if that person says “Mum!’, then all the mothers look.

And if they say your name, then you’re screwed but still you look.

That doesn’t mean you don’t get everyone’s attention though.

Instead of “Attention homeowners”, you can switch it up with...

“This is the last chance for the government to pay for your solar in (Local Area)”

“Do you feel like your electricity bills are getting higher every month in (local area)?”

“Want to know how everybody in (neighborhood) is getting Solar but you feel its “expensive?”

Before you copy and paste, I want you to think of your own.

Run them through the Meta Ads Standard because tbh it’s constantly changing.

And you don't want Zuck blocking your account.

Next…

‍The Offer and Body Triangle.

The offer and body triangle has 3 sides.

The continuation of the hook, the value you’re going to provide, and the last part is your CTA.

Firstly, you continue the hook but explain what you mean.

If you said, “This is the last chance for the government to pay for your solar in (Area)” Then you go on by talking about a government incentive that could be removed soon.

And from there, Right Into the offer and the value you bring.

Here is how I check my value.

The Value Equation (By Alex Hormozi):

Dream outcome: What do they plan on getting out of this? How are you going to get them off the grid or on a fixed electric bill?

Likelihood of Achievement: How likely are they to reach that goal? How likely are they to get their bills reduced?

Time delay: How long will it take you to fulfill? How long will a permit take them and how long will it take to install?

Effort and sacrifice: How much do they have to sacrifice and how much effort is needed? Now the bottom is a multiplication and the whole thing is a fraction.

That’s because if you can get the effort and sacrifice or the time delay to zero.

Then your value is “till infinity” or in normal math terms(undefined). So even if the top is very small… You will still be infinitely profitable.

Then lastly you have your call to action. Where you tell them exactly what you want out of them.

S-P-E-L-L it out for them if you must. “Click this button”, “Call this number”, “Reply with “YES.”,“

Go to this website” (wink)… Here

Or “Scan this QR Code” (wink wink)

You can obviously use stronger CTA’s by applying urgency and scarcity or even bonuses.

Bonus tip, get their information from your landing page.

People like to be consistent so if you remind them on your Landing page of the action they took…They are more likely to follow through.

For example “Now that you just did A, you need to do B to get the most of A.”

Or “Doing A makes you a ‘doing A’ kind of person. 'Doing A' kind of people, do B.”

Keep your Landing Page simple and keep to the promise.

Congratulations, you're an ad copywriter.

Budget Optimization and Tracking

‍"If you can't measure it, you can't improve it.” - Peter Drucker

‍Feedback is what will get you the results you want.

You get the feedback by testing and tracking.

Facebook already tracks for you, so there isn’t much for you to do.

They use “clustering” to get your ads in front of the “right” people.

Clustering is basically when people with similar behavior and attributes, are all placed in one group.

For example, People who listen to the same music, live in a similar area, have similar interests/ages.

It’s just become so good at guessing your behavior that you feel like they can “hear” you. (maybe they can idk…jk)

All they have is your past data and purchasing history and from there,

They “know” whether you’re a buyer or a looker.

But sometimes your ad copy is brilliant and it performs poorly.

Easy fix: Duplicate the ad, switch the old one off, and try again.

Okay now we know how it works, so lets keep going.

There are two ways of scaling your ads.

Vertically - Putting more money into your current ads.

Horizontally - Putting up more ads with the same budgets.

Vertically is like giving one or two plants more water when it’s already had enough.

It won’t make the plant grow more and you end up killing it.

Horizontally is like planting more seeds and watering them equally.

Now horizontally does better because you’re testing new angles and audiences.

For example, you have a $5000 monthly ad spend($165 a day)

You can put it into one or two ads and spend $80/ad daily.

Or you can have 8-10 ads being tested at $15-$20/ad daily.

I guarantee you’ll get better results from the second one.

And when you’re really sure about your skill then go for vertically.

Bonus tip, when you test only change one element (headline, intro, value, image, video), Just to see what works and what doesn’t.

Tracking.

Now Facebook offers a lot of Metrics so let’s start with the basic ones.

ROAS - Return On Ad-Spend
CTR - Click-Through Rate
CPC - Cost Per Click
CPA - Cost Per Acquisition
QR - Quality Ranking

These are the basic ones you need to know.

ROAS (Return On Ad-Spend):

This is your ad money maker. Spend $1, get back $3? That's a 3x ROAS. Sweet spot? You're aiming for at least 4x. The more bang for your buck, the better.

CTR (Click-Through Rate):

This tells you how many folks find your ad interesting enough to click on it. Aim for a CTR of 2-3% or more. Below that, your ad's screaming for a makeover.

CPC (Cost Per Click):

This is what each click on your ad costs you. A high CPC, say over $2, means you're probably overspending. Ideal world? You're paying less than 75-50 cents. Lower CPC = more clicks for your cash. Remember, high CTR + low CPC = you're winning. These two are best buds; they tell you if your ad is hitting the mark. If both are looking good and you're still not smiling, check your offer or your website. But let's be real, 9 times out of 10, it's your ad copy that needs a facelift.

CPA (Cost Per Acquisition):

This is the gold - how much it costs to bag a customer. Conversion rate looking good at 2-5%? You're on track. Anything lower, time to jazz up your offer. If you want to know what your CPA should look like, Here’s a tool I made just for you.

ROI Calculator

Quality Ranking (QR):

This is Facebook's report card for your ad. Low score? Facebook's basically saying, "Try harder," making it tough to get your ad seen. High score? Facebook's your best friend, showing your ad to more people for less money.In essence, boost that ROAS, keep your CTR high and your CPC low, and if trouble hits, eyeball your creative or your offer. And don't forget, a high Quality Ranking means smoother sailing on Facebook's seas.

Campaign Optimization

This part is easy. You want to have three campaigns.

Cold, Retargeting, and Testing.

Your cold is going to bring in all your cold traffic. This is the main place to use video ads to bring awareness.

People don’t know about your company so you gotta tell them why they should.

Then once they know you. Retarget. You can still use video ads but Image ads work brilliantly as well.

You want to give people that little push to buy. Incentives, discounts, bonuses, specials, and just clarifying who you are.

And then you need a testing campaign to test angles, audiences, and visuals.

Your objective is to get sales. So that’s what you choose for your campaign objective.

Go for awareness and traffic, and you get a lower-quality audience. (which you don’t want). Optimizing for sales may cost more but you get more out of it.

Then make sure you set it up yourself. (click Manual Sales Campaign)

Leave everything else as is in the Campaign Section, especially for the testing phase.

Now

At the Ad-set level, you need to clarify your

Target audience,
Location,
Demographics.

First Connect your pixel and set the conversion event to complete registration or purchases.

Create the custom conversion even and then set up your audience manually and make sure to “switch to original audience”.

And when they prompt you not to because they really want to test their new AI out, just click on "Use original audience"

The reason is that Advantage(Facebook ai) is in its testing phase.

It can do simple things such as placement.

But other than that, you’d rather choose the important things, like the audience and also where to allocate Adspend.

The only Facebook Ai you can leave on, is the placements.

Choose the Location that you want to target, The Age Range of your audience, and then get into the finer details:
‍
Their Demographics.
Interests.
Behaviors.

You want the ones that are larger in size and if you can't think of any put in one or two keywords an click suggestions.

Then click on Next once you're done with the budgeting.

If you skipped till here then you might want to go back up and check out Budget Optimization & Tracking section.

Now we're at the Ad level.

This is where you want take all the copy and creative and you just input it. The other settings should be kept the same as below.

Now you take what you learnt and plug it into the Ad Creative.

(If you still haven't figured out what say, skip to the end for a Bonus Section that shows you how to steal high performing ads)

Make sure to keep the Tracking on like below because, if you don't track, you don't care.

And make sure that the destination to your website or landing page is linked.

Bonus tip, name your campaigns and adsets with details. Example,
Campaign Level Name - NY | Cold | “Get a Quote Today” | Warm Leads
Adset Level Name - Man | 22 - 65 | Broad
Ad Level Name - Copy #2 | Image #1 | "Are you tired of…"

This keeps it organized and easy to manage.

Don’t worry, we’re almost done. The last element is...

Visuals

The only advice for the images is to get some nice HD pictures because nobody likes low-res(no offense).

You want to get your stickers on there and make it pretty for the specials and discounts.

As for the Video, either you learn how to make it or get someone to do it for you.

Both work well… I mean at SMC we’ve reached close to 900’000 people with one of our videos (Organically).

And we were just doing it to win a bet with a client. The key is the copy.

The viral video structure is:
‍
1. Bring them in with a hook, make sure that you grab their attention first.
‍
2. You align their interests and spark curiosity within them.

3. You bring about the dream outcome and what it is that they desire.

4. Then you transition into your solution and what they get from you.

This is as simple as I could put it. Any simpler would be:
‍
A - Attention
I - Interest
D - Desire
A - Ask

Now you are an official Facebook wizard. One caution though,

“Great power comes from taking great risk” - Me.

Facebook Ads Guidelines

Before publishing any ad…I want you to read the Facebook Guidelines because I don’t want your account to get banned.

There are three things to check before you publish your ad:
The Video Ad
The Copy
The Landing Page

Click Here to go to the Facebook Guidelines page: Meta Ads Standard

And make sure when you start a new business manager you verify it, this will decrease the ban % as well.

Congratulations! You are now an Official Facebook Wizard.

If you need any help or need to clarify anything.

Reach out the same way you got access to this private page

Or email me via muhammadnaeem@solarmarketingcorp.com or just give me a call @ +1 (209) 813 4827 .

Oh yeah, and here is a little bonus.

How To Steal Golden Ads (Legally)

I know I said that you should be a Facebook Wizard, but tbh, it’s easier said than done so,

I’m going to show you how to steal your competitors ads that have been working wonders for them.

Btw I’m only going to show you how to get the good ones.

So first you go to the Meta Ads Library.

Then you select your location

Next you select the Ad Category (all ads in this case)

And now you choose the keywords you’re looking for(solar, panels, residential, etc).

The thing is anyone can do this… So how do you find the ones that are working wonders?

Well first you put in your local area (Cali for example

Then you click on the "filters" button

And now you want to add two filters only.

Firstly you want the ads that have been running for the past 3 months min(nobody keeps shitty ad on for more than 3 months)

So you change the “To” into a day, 3 months before.

For this example, we went back to Feb 1, 2024 (adapt this to your current date and go three months back)

And the second filter you need to add is to make sure that all te ads yo see are still active.

And just like that, you now have all the ads that are currently working in your market.

All you do now is copy, paste, and adapt. You now know how to write ads from scratch or just apply what is working.

Either way you can now run Facebook ads so congrats.

Now if you need help with converting those leads into clients.

Reach out to us using the button below

And like always have a nice day...

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