Facebook Ads tips

My 3-Month Facebook Ad Experiment and Quick Tips to Help You Get This Right

In Spring of this year, I knew that I was going to have a busy summer.

We had a trip to Connecticut planned, were moving house, and my son was having time off school.

I knew that my working time would be limited.

Therefore, I wanted to find ways to get more people into my courses while working less 😀 – a good challenge to have.

In spring, I did three things:

  1. created new sales funnels for my courses (learn more here)
  2. created new Facebook Ad campaigns
  3. started an affiliate program

In this post, I’m going to share my experience of using Facebook Ads.

Here is what I did:

  • I targeted cold audiences (those who don’t know me) and warm audiences
  • I spent, on average, $50 a day and committed to 3 months (I paused for a couple of days here and there)
  • I sent people to a free book / video course and then sent an offer through email

I’ll cut straight to the chase:

For every $1 I’ve spent, I’ve made $2-3 in sales.

Great, right?

But here’s a word of caution: don’t expect to throw something up there and get amazing results straight away.

If you’re going to do this, start small, experiment, and do some research.

Here are some of the things that I did and what I recommend for anyone using Facebook Ads.

Create a Landing Page that Gives Something Away for Free

5SP Book

The landing page that I’m using.

Don’t make the mistake of sending people to your generic homepage.

Or if you’re targeting a cold audience, straight to your sales page.

Do this:

  • have something to offer (free book / video course / pdf ) – I’ve been saying this for years. Learn more here.
  • create a landing page that is set up for conversions (this is a page that is set up so that people take action)

Do this for every campaign you run.

If you have one already, duplicate it. Then…

Create a Special Tag for Those Who Go through This Advertising Landing Page

Here’s the thing: Facebook can track conversions for you and I recommend you set this up.

However, it’s not always accurate.

I’m not sure if they include anyone who bought from someone sharing your ad and if someone isn’t logged into Facebook, then they won’t be tracked (some of you might ‘lol’ at this!).

Anyway, tagging those using your email software is the most accurate way to track sales from your ads.

Using Active Campaign, I know who has signed up through my ad by searching for contacts who:

  1. have this special tag
  2. have my course tag

Create a Bunch of Custom Audiences and Target the Right People

Custom Audiences

Upload email lists to include / exclude from your ads.

I exclude anyone who:

  • is already an email subscriber
  • has bought my course
  • has landed on the opt-in thank you page

I include people who:

  • have certain interests
  • are from certain countries
  • speak specific languages

Quick tip: break down your audience into people who know you and people who don’t.

For example, I have one adset that targets those who have watched my Facebook videos or have interacted with my page.

I exclude those people for the adset called “Don’t Know Me” and target based on interests and demographics.

I also have a whole other campaign that retargets anyone who has visited my sales page but hasn’t purchased. This campaign has been running for years.

Create Various Types of Ads and Test Them

You think you know what works.

But you know nothing, John Snow.

Well, you won’t know anything until you test things.

Try out different images, text, headlines, and CTA’s. Test your landing pages too.

Search for “popular Facebook ads” on Google image search and see what’s working. Start with that and test things out.

If in doubt, follow AIDA. Attention. Interest. Desire. Action.

Take a Deep Dive into Your Results

Facebook Ads Breakdown

Break things down by age, country etc.

Because I tracked everyone using my email software in addition to Facebook conversions, I have a clear picture of how well these ads have performed.

The problem is that my email software doesn’t tell me as much as Facebook does.

So, I matched up the data (mainly by country) and some results surprised me.

For example, the countries which I thought were going to do well did terribly.

This could be down to the time of year, so I’ll test them again. But again, don’t guess what will work, make a note of what does.

Take your time looking at your results.

In fact, take time looking at everything. Once you get a good return on investment, this is where you can really scale things.

Break things down by country, age, device, and all the other options that Facebook gives you.

What I’m Doing Moving Forward

I’ve taken my results and I’m doubling down on what’s been working.

I’m going to slightly increase my ad spend every 3-4 days. I don’t want to just double it as it can mess up the way that Facebook shows your ads.

I’m also going to keep testing. To keep striving to increase conversions and get a better return.

Let me know your thoughts below.

  • Hugo

    Hi Jack!
    Great post as always! Full of valuable insights.
    In your opinion what gives the best ROI to find new students: facebook ads or google ads?