How To Scale Top Of Funnel Facebook Ads For 2022

Key Takeaways

what's happening y'all frank kern here in this video i'm going to show you how to scale top of funnel social media ad campaign so you can show your stuff to complete strangers and get customers and hopefully do so at a profit let's go all right so before i start diving into ad campaigns and stuff i want to show you how a big picture social media campaign is really structured so you've probably seen this before so i'm not going to spend forever on it all right so we really have three levels of campaigns at any given time and some people are going to teach different variations of this so you know like whatever version of this structure appeals to you it doesn't matter all we need to understand is there's basically three buckets of people there are campaigns that are designed to reach total strangers and these are called the top of funnel campaigns and then there are campaigns that are designed to reach people that have like seen your stuff and maybe gone to your website but didn't buy we call these middle of funnel campaigns and of course there's a million different ways to label it i know i know and then there are campaigns that are designed to reach people who like almost bought your stuff like they abandoned cart or they went to your order form and they left or they are very very recent visitors there's like a million ways to identify these people so each one of these campaigns has a different function and today we're going to talk about this one right the top of funnel so let me show you some examples of top of funnel campaigns what you're looking at right here is a bunch of ad campaigns that i created over the past 47 days here i think that's right math is not an exact science we all know this and these are my top of funnel campaigns and they're running one ad primarily to sell one thing which is a four dollar bundle of marketing courses in fact let me show you the ad here there you go so it's this ad right here nothing fancy is a video of me yapping and people can get four marketing courses for four dollars and there's some upsells and stuff and really this funnel is designed to do a couple of things it's designed to get me a customer and hopefully break even or better and the reason i want to do that is because you know i'm obviously not going to get rich selling four dollars products online and stuff but i want to have an opportunity to make that customer very happy because a lot of my customers are repeat customers for years and that little formula has been working for me for 23 years of doing this stuff so if it ain't broke don't fix it so that's the first thing that these campaigns are meant to do right here the second thing is something i'll tell you about later but before i do i want to point out something that you see on the screen here look at these two columns right here one says facebook row as fb row as and the other one says row as and so row as means return on ad spend so for every dollar you put in how much did you get back so overall i spent 20 and i got 26 bags so my row as is 1.3 meaning i put a dollar in i get a dollar 30 bag it's pretty good you know i'm not setting the world on fire with this but again i'm not expecting to make a to you know make a fortune selling little bundles of products for four dollars at a pop i'm just trying to get a customer so i can have a longer term success plan here but big secret number one when you are creating campaigns that you are showing to total strangers and you're trying to do this profitably is you have to have accurate tracking absolutely imperative that you have it right so what you're looking at right now this is a this is a software called roads.org and um i had this built by my partners who are brilliant i didn't build this thing i just do words and stuff and what this i had to build for myself and what it does is it accurately tracks exactly how much money your social media ads are making you so that takes the guesswork out and then you can make it automatically turn off the stuff that doesn't work and automatically scale up the stuff that is working it's really cool so if you want to try it you can and you can do it with no credit card you can just go to rowas.org you can create a free account you don't need to give us your credit card if you need any help setting everything up we'll jump on zoom with you and help you out and and try this thing out i think you'll really like it and we know that if you try it and you like it you'll you'll probably want to become a customer kind of like the oldest trick in the book right like demonstrate you can help people by actually helping them kind of like get a customer and then keep them anyway none of this stuff is really that hard it just takes focus so let's get back to focusing okay so here these things are all right so that's thing number one about these accounts and you'll earn these campaigns and you'll notice like they're not i'm not lighting the world on fire and that's fine but the thing i want to show you is look here the facebook roads let me sort this just to really drive this home all right facebook for this campaign right here is reporting that it only made like 50 cents for every dollar that i put in in reality like and this just is this a fluke this doesn't happen all the time by the way like you know i put a 145 in and i got 4 700 back so our stats are showing that for every dollar i put in i got 33 dollars back now again that was a fluke and the reason why these stats look so good is because we're doing i'm tracking everything that anyone's ever done over the past 47 days so some of these customers this this campaign got 44 customers and some of those people went on to buy more stuff you know the old put your best foot forward and get repeat customer trick right and so that's why we see this i have a longer sales cycle and people ended up buying more things so that's fine but what i want to point out to you here is the difference right if i was making decisions about ad campaigns based on like data that's not accurate like you know the facebook grow as stats right here then i would be completely lost and i wouldn't be able to run ads and i wouldn't be able to acquire new customers and do it at a profit so this is like critically important whether you're using roast.org to accurately track how well your your ads are working or you're using something else which i don't really know what else is out there there is one program out there it's called hirose it's actually very good they're our competitor but there's like enough room for everybody i don't care i like those guys so like we use one of us for for god's sake you know um because if you're not you're losing out there's no possible way that you can actually track it accurately so that that's thing number one thing number two about these campaigns all right is that every one of these right here they all have a lot of different audiences that they're testing okay so you might have seen webinars where people are like hey let's just like create an ad and run a campaign and just spend a whole lot of money on it eventually facebook's algorithm will get smart enough and it'll start finding you customers we find that happens pretty rarely so i always recommend let's test a whole lot of different audiences at the same time and the reason i'm sharing this with you is well let me show you let's have a look at this campaign right here this is a newer campaign so this despite it saying that it was created on the 8th of may which was mother's day i actually created it on the 9th of may which was a monday but i'm not too good with dates and stuff so this one's relatively new right i'm filming this for you on the 17th and we put in this one we've spent 4 300 and facebook is saying that we've lost money so i would be concerned however in reality we we did okay you know we're we're actually making a buck or two right so instead of like putting a dollar in and getting 95 cents which is what facebook's telling me i'm actually putting a dollar in and getting a dollar 25 back on average with this campaign but what i want you to see is how it actually is working okay so now we're inside of this campaign and again i'm looking at all this through the roast.org interface because it's more accurate so what we can do first of all i'm just going to get rid of the facebook revenue and the facebook grow as because it's not accurate so hang on a minute let me do that and you know i'm not trying to bash facebook they have it's hard for them right now because ios 14 they can't track stuff accurately so this is why you know we have this tool anyway now that i've gotten that bad data out of there what i want to do is just sort this for you and show you something so first thing i want you to see is notice that we're testing a lot of different audiences here and the strategy that works very very well for me personally i encourage you to test and again like everybody's results are always going to be different so test as much stuff as you can but one thing that has really worked well is setting up a campaign like this and i'll set it up where each of these audiences is only spending five dollars a day and so i'm like i got 120 of them in here that i'm testing so you know i'm spending whatever that math is 600 a day on this test so you know you do yours however you want to do it maybe you want to spend more on a daily basis maybe less but i'm not putting all of my eggs in one basket and that's really important because you know our brains tell us okay i'm going to create an ad campaign i'm going to find the perfect target audience and i'm going to show them the perfect ad and stuff and the reality is nobody knows what the perfect target audience is because right here where i'm targeting people who are interested in like business networking facebook when i go to create these audiences on facebook they're really kind of guessing that these people are interested in business networking and they're guessing that because they might have like responded to a post about business networking or maybe they like made a comment about business networking or maybe they went to a web page about business networking or maybe they didn't maybe they just read posts online about business networking so facebook's analyzing all this data and saying i think this person likes business networking i don't know so if they're kind of guessing i'm not gonna like put all of my faith in their algorithm and to find me the perfect person just based on audiences alone so that's why i test a whole bunch of different audiences because you never know which ones are going to work for example i would never in my life think that this business networking audience is going to give me 10 times more money than i spend on ads over like i said i started this on monday the the ninth so whatever seven eight days right so it's been eight days and uh it's already given me 10 times return on my ad spend that's great i would have never thought that in my life like i'm selling marketing courses one would think that i would choose an audience like marketing right so another takeaway of this whole approach here is you got to test a lot of stuff and sometimes like the the de facto or default audiences that you think are going to work for you they don't and it doesn't mean anything it just means that okay whatever there's only a gazillion other ones to choose from let's just test stuff and see what works and that leads me now to the final thing i guess i want to share with you in terms of how to scale these which is you got to use automation right so you've got really two choices you can like get like try to find what you think is going to be the perfect audience you know and a lot of people will say oh well you just gonna look alike of like one percent of your best customers or whatever you know and like you try to figure all that out and then you put all your budget into that and you like you do this it's probably a good idea to do this all the time anyway but like specifically about ads you know you're like okay please work please work that's option number one put all your eggs in one basket option number two is test a bunch of stuff you don't spend any extra money you just divide your budget up against a lot of little test audiences like this and then automate it so that you don't have to like imagine me you know i got four children i'm exhausted right now making this thing for you i was up until like 1 30 last night with my firstborn child poor thing that had a kidney infection she was in so much pain so i'm like out of it right now like imagine trying to manage 120 different ad sets and imagine trying to manage like five and six running campaigns that each had hundreds of ad sets and then there's no way so the other trick is to use automation and really what you want to do is you want to do two things at the very minimum which is number one you want to set it up to where if like one of these things you know let's say it spends 20 bucks over the next three or four days or whatever and it doesn't get any sales you won't just automatically turn it off so you can't really get hit that hard with any losses in the campaign right because that's everyone's biggest fear with running ads like oh man what if i lose money well some of these things aren't gonna work so you might as well minimize that by saying okay if it spends ten dollars fifteen dollars twenty dollars like whatever you know and it doesn't get me my money back or it doesn't get me a customer or lead let's just turn it off automatically so that's the first thing to do the second thing to do within this like option here is to automatically raise the budgets on things that work so you can see some of these have higher spends than the others and the reason why is because i've set up an automation where it says okay look and see if this thing has made more than 1.7 percent return on the ad spend over the past week i want you to raise the budget by five percent every six hours and so five percent of five dollars isn't very much but it starts to compound you know and that's how we slowly grow these things and at the end of the day if you stick with it and you're paying attention you can have a situation where you're showing ads to complete strangers and the ads don't have to be fancy i mean you saw mine right so you're showing this stuff to complete strangers and you're getting new customers and you're actually making a buck or two and then and we'll cover this in another video then you will discover where the gold mine is and the gold mine is right here okay so what's really happening in this top of funnel scaling thing i appreciate you sticking with me by the way i'm not going to like edit this and make it cool because i'm about to fall on my face i just wanted to live up to my commitment of a video for you every day what you're going to discover here is what happens is when you're running these type of funnel ads and you're using the methods that that i like to share and that i use anyway so again test everything but i think this is what you'll discover when you're taking total strangers like in all of these different audiences and stuff and you're like well you know who knows what's gonna work and you're showing them an ad that looks like this which is like get four courses from this big ugly dude for four dollars and these people don't know me from adam and then those people like click on this ad what's happening is essentially they are self identifying as being probably pretty dang interested right why else would they have clicked and like gone to my site or watched that ad or whatever if they didn't want to get marketing courses so you're creating this profile it's like a perfect customer avatar that you're not making up and you're not brainstorming and like oh i want my perfect customer to be so and so you're actually doing it based on the actions of thousands if not hundreds of thousands if not millions of people that are seeing your ads and doing things and everybody says it and this is that's a very true statement actions speak louder than words right so if the people that are interacting with your ads and and you know and ultimately buying your stuff end up being you know i don't know 31 year old three armed people that that like to eat i don't know basil plants whole or something you can tell i'm sleep deprived then guess what that's who your customer avatar is and that's who facebook's algorithm will start to find for you all right so if you use a tool like roast.org especially what'll happen is every time somebody buys something in this campaign it'll feed that data back to it all right and then when it's going into all of these different audiences right here our system is training their machine learning to find better and better people for you and each of these audiences which means that now each of these campaigns will start to work better and that means you are getting more and more of the perfect people that you can ultimately show your middle of funnel and your bottom of funnel ads to and those are going to be your most profitable ads for the sheer and obvious reason that most people who see an ad don't immediately buy the thing duh right so to recap all of this and like summarize it for you i really appreciate you sticking with me this long by the way it's pretty simple right so your top of funnel stuff don't expect it to get you rich right the purpose of the top of funnel stuff is to get a customer at break even or better so you can like get repeat business from that customer it's also to get opt-ins and leads and things like that the second function of the top of funnel is to get people that you can show these campaigns to because these campaigns are generally speaking way more profitable than top of funnel even if you're selling the exact same thing and of course i'll cover this in other videos in this series for you all right and the the key to really doing it without pulling your hair out without driving yourself crazy is to use automation and what you've got to if you don't use automation you at least have to accurately track stuff and um i want to show you something cool by the way the overwhelming majority of people that are like in my database they've all come from this ad over the past year like i've been running this same ad doing the exact same thing i'm showing you right now i've been running this whole same thing since june or july i can never remember of 2021 like this is how total strangers find me on the internet and get into my funnel and everything so today i'm filming this for you on the 17th and it was like two or three hours ago it is right now 6 27 yeah so like two hours ago i uh put out a new offer to my database of people and have a look at this right here let's hit refresh when you get customers and you make them happy and they're coming from ads you have this benefit of you can create a an offer and send out an email in two hours pick up an extra you know a couple bucks or two in my case it's 4 100 bucks i'll take that every 4 100 bucks counts especially this is only a couple hours into it where did all these people come from well they came from from here from the top of the funnel right so i guess if we were to like encapsulate top of funnel stuff is to think long term you know so like some of these people that just gave me 297 like in the past two hours and a lot more of them are going to give me that by the way over the course of this promotion some of these people might have come from campaigns that weren't even profitable but now they are and you know what's cool this little guy right here rowaz.org it can actually track them for forever so someone clicks on your ad and buys something from you today and then like next christmas they become a customer guess what it can track it back to that ad that ran right down to the actual individual ad i think you'll love it so i hope you try it roas.org try an account for free no credit card needed i'm going to get some sleep now i appreciate you watching this and happy hunting take it easy