Ultimate Guide to Creating an Uber Relevant Facebook Ads Strategy that Turns Strangers into Buyers

Facebook Ads is the holy grail of advertising since Adwords clicks became more and more expensive.

Maybe you already tried some Ads or are about to start.

The danger many people get into right away is that sometimes Ads work for a while then clicks become more expensive, users stopped interacting and your campaigns started losing money until you stopped them.

Wanna know why?

Ads on Facebook have 2 problems:

  • Users fatigue fast if they are shown the same ads over and over again. So you can’t leave them on too long or people will complain because...
  • Users hate being shown too many ads… At least my friend Lain was pissed off when she noticed that every third post in her feed was an ad… until she got two sponsored ads in a row and that was the moment she exploded! 🙂

What’s her problem, right?

In my opinion it’s not the number of ads shown but the fact that those posts LOOKED like Ads in the first place…and that these Ads WERE NOT RELEVANT TO HER.

And when we see ads our natural tendency is to think: “Hey! He’s trying to sell me something…Screw this!”

And we love to buy but we hate being sold to. (here’s a thread on the subject if you’re interested)

So, how can you sell but at the same time not be salesy?

How can you get cold traffic to your website and get sales?

How can you make people LOVE the prospect of buying your products and throw money at you?

This is the purpose of this article so read on...

I’ll give it to you straight from the beginning..

The answer to the above is RELEVANCY for the particular Fb use that sees your ad.

Show your ads at the right moment, with the right message.

That means create ads tailored for the Awareness Ladder step your audience is in right now.

Introducing The Awareness Ladder

I first read about this concept in Ben Hunt’s book: Convert

Today we’re going to apply this to Facebook Ads.

Here is the ladder, taken from his book, which I highly recommend you read:

As you can see, there are 6 steps on the ladder, 0 through 5.

And your leads are in one of those ladders.

Your best prospects are on step 5 - so your job is to get those on lower steps to climb the ladder and get to step 5 because that’s where the money is 🙂

Everyone, at some point, starts at Step 0 (before they realize they have a need).

They can only ever buy from Step 5—when they are convinced by the proposition that the solution will address their needs.

The sequence is logical. Prospects can only go up one step at a time.

So, to achieve a sale, you must get people from their current level of awareness to the top of the ladder, one step at a time.

First things first, start with what problem/problems your product solves.

Keep that in mind and let’s dig into the steps of the Awareness Ladder.

Also, try to answer to the following questions about the people you’re going after with Ads before creating your first ad:

  • What is their current level of awareness?
  • What are they looking for right now?
  • What are they open to at this point?
  • What will get their attention?
  • What next step can you invite them to take?
  • What do you need to convince them of for the next step to make sense?

Step 0: The “no problem” group

Impossible to sell to them until they climb on the ladder. They don’t have the problem your product solves so they’re not ready to buy anything yet. You need to create the need for them (pun intended)

Step 1: The “I Have a Problem” group:

These are people who already identify a problem and who may be interested in discussing it. They want to learn about what options they may have.


Here’s an ad that fits nicely into this step.

Problem: how to get rid of unwanted objects in my pictures.

Step 2: The “I Know a Few Solutions but I don’t know yours” group:

These people are actively looking for the right solution to their need. But they don’t know your solution yet.

So we need to make sure they hear about it 😉


Look at this ad.

Who is it for? People who have a hard time writing all the copy for their funnel (sales letters, scripts, slides, etc) because it takes too long.

What solutions do I have?:

Hire a copywriter to write them for me. Expensive...

What is the solution proposed by the advertiser?

A webinar that will help people write all of the needed stuff fast.

Inside the webinar they will try to move people up the Awareness Ladder to steps 3-5.

Step 3: The “I Know About Your Product and Why Should I Care?” group:

These guys know about your stuff but don’t know about the benefits your solution offers.

Why your product is superior to other products?

So why should they care about you? That’s why you need to get them into Step 4.

Step 4: The “OK, I get it. Should I buy your stuff?” group:

They are not yet convinced to buy. You need to push them a little bit and move their needle.

The best way to sell to these people is to build the vision in their mind of how much easier or better their life will be once they enjoy the benefits your product has.

I started so many times by stating the benefits my product had too early and all I got was blank stares…

If you look at the ad example before people are taken from step 2 through steps 3 and 4 during the webinar 😉


Here’s an ad that takes people through steps 3 and 4 INSIDE Facebook:

This one is a 26 minutes video that takes people straight to step 5 when you click on it.

And that’s the SALES PAGE.

Step 5: The “Convinced and Ready to Buy” group.

These guys are ready to buy so you just need to send them to the sales page where they get all the details and click to the order page.

You just need to help them cross over the finish line...


Mark your desk with this line: if you send people to your sales page before they are ready to buy, you’re wasting money on clicks that aren’t going to convert.

And that’s the #1 mistake rookies do in Ads...

The Mistakes rookies make with Facebook Ads

First: They try to get people to the Sales Page too soon, too fast, too early…

Rookies send cold traffic to HOT pages (step 5 landing pages).

Since this traffic is COLD, it will (almost) never buy.

And even when it does the conversion rate will be so low that you won’t be able to break even.

This sucks for you!

It’s too soon, too fast, too early…


The Ads I showed you before (step 3, step 4) were shown to me because I was not cold audience 😉 I visited those pages before, I did some actions on their websites.

RETARGETING ADS:

The Ad on step 1 was totally cold. I’ve never heard of that company before so they just created a prospecting campaign (more details below) to see who is interested in their product.

I’m sure in the future I’ll get more ads from them to get back to their sales page.

PROSPECTING AD:

And this also takes me to second mistake.

Two: They create ONE ad and run the same thing over and over again.

This sucks for your audience.

It’s annoying to see the same ad over and over again.

And this leads to Ad fatigue.


Research shows that users sign in to Facebook an average of 13.8 times per day. If they see the same ad each time, they will soon lose interest and scroll right past it. (source)

Three: they don’t use video ads or don’t use it enough

Here’s what I mean: Facebook wants us to post videos on the platform.

So it’s showing them to more and more people for a cheaper cost than normal image Ads.

For example with $50 I reached 47,019 people and I got 74,870 impressions.

The ROI on this particular campaign was 5.8X.

Because Ad spend was low - I used videos.

And because I retargeted people based on specific actions and engagement they did.


So my advice right now is to use videos as much as possible, up to 60-70% of your total Ads.

Four: they advertise using “desktop mode”

Instead they should use the mobile first mode when creating everything.


Why?

Because people will see your ads mainly on their mobile.

Look at my numbers.

That’s why one of my focuses is creating ads that look great on mobile.

And sending people that are in the relevant step to landing pages that look good on mobiles.

Five: The Ads look like .. well.. Ads…

We’re all tired of ads.

So when someone does something like this, we take notice

The Ad is in Romanian, filmed from my car, like a video message I would send a friend.

They loved it. And they bought.

At $2.66 per purchase the numbers look very good 😉

With these in mind, it’s time to talk about creating your Evergreen Ads Strategy

The Evergreen Ads Strategy

The purpose of this strategy is:

  • To get as many people as possible from step 0 to step 5 of the Awareness Ladder
  • To do this as cheap as possible
  • To generate cheap leads that have high return
  • To do this with relevant Ads so that people are not annoyed or fatigued by your ads
  • To create a system that runs automatically with little involvement
  • To create an “automatic pay my bills and make profits” process that runs smoothly and makes money for your business
Here is an example from Ben Hunt's book "Convert" for a product on hair loss.

“Step 0. At the outside are people who are experiencing hair loss and who may find it an annoyance, but do not consider it a problem.

Step 1. There will be other people for whom hair loss is a problem, but who are not aware that treatments are available.

Step 2. Some people are aware of some solutions, but do not yet know about Joe’s Miracle Hair-Gro.

Step 3. Others know about Joe’s solution, but do not know how it is any better for them than other products.

Step 4. Some people may be convinced of the benefits of Joe’s product, but are not yet ready to commit to buy.

Step 5. Finally, potential customers think that Joe’s product is probably the best, and would like to buy it.”


Facebook Evergreen Ads are RELEVANT ads that show up based entirely on the Step your users are on the Awareness Ladder. And the Step is triggered by certain actions your Facebook user takes.


There are 2 main campaigns we will use for this purpose

  • The prospecting campaign - where yo reach as many people as possible, using Custom or Saved Audiences that are based on interests.
  • The retargeting campaign - where you reach people that have taken some kind of action on your prospecting campaign, based on what exactly they did.

Both of these campaigns need to be highly relevant or it won’t work.

Setting up the Automatic Ads machine

There are 3 parts for an Automatic Campaign: the audience (who), the trigger (what), the goal/conversion (why)

The Who: Defining the Audience of your Automatic Ads Campaign

You need to setup 3 custom audiences and 3 saved audiences:

The custom audiences you need are:

  • Video engagement (saw min 10s or 25% of videos)
  • Visited Sales Page
  • Visited order page
  • Buyers (people who visited the TY page or bought already)

The Saved Audiences that will be used in the actual campaigns:

  • The Main target audience - is used in the prospecting campaign. This can be a custom audience too like website visitors or lookalike audience if you already have this information available
  • Video engagement that didn’t buy (retargeting)
  • Sales Page visitors that didn’t buy (retargeting)
  • Order page visitors that didn’t buy (retargeting)

The WHAT: what are the triggers that will move people up the Awareness Ladder?

You need different triggers for different steps of the ladder.


Here’s the ideal setup I use:


For the Prospecting Campaign:

  • the trigger is video views over 25% - takes people from Step 0,1 to Step 2 and beyond and into the Retargeting Campaign

For the Retargeting Campaign

  • Engaged with my initial videos but they did not visit any pages on my website that talks about my product (Step 2)
  • Visited the Sales Page - so they know about my product - but didn’t visit the order page (step 3,4)
  • Visited the Order Page but didn’t buy (Step 5)

It is important to identify and isolate all those segments of audience who perform your trigger. A trigger action will be performed once and can be isolated with the help of Custom Audiences.


It is important to note that you will need some good volume to get high performing trigger actions per day; otherwise your campaign will not really have much to convert into goals.

The Goal of your campaigns

I talked to people who paid for Ads but forgot one very very important thing.

To tell Facebook what a conversion means for them.


They created campaigns whose purpose was conversions but didn't specify the conversions inside Facebook’s Custom Conversions.

So when Facebook optimized for conversions it was basically optimizing for nothing.

It didn’t know what a conversion was.

Make sure you define your custom conversion inside Facebook Ads

Start the Evergreen Traffic Machine

Start the Prospecting Campaign - get as many people as possible in the funnel

This is easier than it seems.

Create 3-4 videos for people into Step 0 and 1 and get these videos in front of them.

You do this with a Video Views campaign aimed at your target audience.


Here are the steps again:

Step 0: The “no problem” group

Impossible to sell to them until they climb on the ladder. They don’t have the problem your product solves so they’re not ready to buy anything yet. You need to create the need for them (pun intended)

Step 1: The “I Have a Problem” group:

These are people who already identify a problem and who may be interested in discussing it. They want to learn about what options they may have.


Then, as they stop and watch the videos more than 25% or another trigger you decide to use, Facebook will automatically add them into the retargeting campaign

Move people up the ladder towards the sale- the Retargeting Campaign

Once your have people that have performed the Video Engagement Trigger, it’s time to move them up the ladder.

You will do this through retargeting.


Make sure you retarget the audience that has RECENTLY done the trigger action.

Do this by choosing 7 to 14 days on the Custom Audiences Creation setup screen.

This way you make sure that only the most recent triggered audience is shown the retargeting Ads and you won’t annoy people that saw your ads but are still not interested


The purpose of the retargeting campaign is to take people from Step 2 all the way to Step 5.

Simply put: now that they realised they have a problem (step 1), you will show them your solution (step 2), compare it with other products and tell them about your unique benefits (step 3) then you will show them testimonials, case studies to push them towards the finish line (step 4) and then to buy (step 5).


Remember, people can drop off at any time from the funnel, that’s why we have the retargeting audiences mentioned above: Video engagement that didn’t buy, Sales Page visitors that didn’t buy, Order page visitors that didn’t buy.


And that’s why creating different Ads for people on different Steps of the Awareness Ladder will bring the best results:

  • Engaged with my initial videos but they did not visit any pages on my website that talks about my product (Step 2)
  • Introduce solutions to their problem and your product and link to the Sales Page
  • Visited the Sales Page - so they know about my product - but didn’t visit the order page (step 3,4)
  • Convince them of the superiority of your product versus the competition
  • Tell them about the benefits
  • Show them testimonials, case studies
  • Answer frequently asked questions
  • Build a vision for them after using your product - very important Ad!
  • Visited the Order Page but didn’t buy (Step 5)
  • ask them why they didn't buy yet - it will help you refine your approach later on
  • implement scarcity using tools like Deadline Funnel

Your Turn

Use this Automatic Traffic with Video Ads on Facebook strategy if you want to

  • Reach lots of people fast and cheap with videos
  • Eliminate the risk of annoying people because your Ads will always be relevant to them
  • Pay less for clicks and get a higher return on Ads Spent
  • Warm prospects before selling to them

While all this sounds too good to be true you need to test it yourself and adapt my strategy to suit your needs.

I created a Step-By-Step checklist with the important strategies of this article you can get right away to get you started. {get it here}


One thing I would definitely recommend is: Do Not Try To Be Perfect!

Record the video ads with your phone, with your DSLR camera.

Use a selfie stick or just your hand to hold on to the camera. Or ask a friend to record you while you talk.

Try to make your ads look like NOT Ads at all and then people will engage with them.

Also, ask questions in the videos, reply to comments you get, like you do on your personal profile. (I got a few sales by doing this)


If you get stuck, just comment below or send me a message.


Do you have ideas on videos you could create to move people up your Awareness Ladder?

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