I’ve been doing this PoD Mastery Class and it’s really helped me remember what it’s like to start from scratch again.

We’re on Day 12 and two days ago we found our first winner. This is really great news… I always get a little worried during these LIVE workshops. They can sometimes not produce the results you hope because, well, business is a fickle bitch and 30 days is a tight time frame to create impressive results from nothing.

Now, that we found this first winner though, the rest of the program we’ll be able to talk about all the techniques and goodies that require a product generating customers. Day 10 was the perfect time for it to happen… gives us lots of time to play around.

This starting from scratch again has also allowed me to rethink my rules and progress flow when it comes to testing Facebook ads on brand new niches or markets that you have no previous assets built for.

I wanted to share those with you today so to help you have better results with your Facebook ads and hopefully find a few winners during this awesome Q4 season.

We’ll start off with the Facebook Ad Type Flow. This happens for each product/targeting combination you want to test…

Round 1 – PPE

*Tests creatives & targeting options (interests, audiences, etc)… 1 ad set per combination
*Low daily budgets ($5-$25)
*24 hour test
*Engagement costs tell us the potential

$0.10 = average
$0.05 = good
$0.01 = great

*Cost per click tell us if it’s worth moving on
*Amounts depend on product’s profit per sale

For a product priced $25-$100, CPC estimates would look something like this…
$1.00 = average
$0.50 = good
$0.10 = great

Round 2 – WC (Testing)

*Tests profitability…
*Test optimization event & builds audience data (test 3 ad sets… ViewContent, ATC, Purchase)
*Daily budgets depend on Audience size targeted

50k-500k = $25
500k+ = $25-$100

*48-96 hour test
*Cost per purchase tells us if it’s worth moving on

Breaking even or small loss w/ sales = average
50% Profit margin cost per sale = good
10% profit margin cost per sale = great

Round 3 – WC (Scaling)

*Duplicate winning WC adset/s from Test Round into a manual bidding ad

*Finds best cost per action while being able to scale to much higher budgets
*Bigger the audience the better (1 million minimum for manual bid)
*$500-$5000/day budgets

*Duplicate winning WC adset/s from Test Round into a lifetime budget ad

*Produces consistent sales for quality product/targeting combos
*Calculate budget w/ the following info…

Length Of Campaign
Cost Per Action
How Many Actions Do You Want Per Day

*Test new creatives and marketing angles regularly
*Builds your audiences to powerful levels (look a likes, etc)
*Retargeting comes into play heavily

Again, this above process is happening for each product/targeting combination I want to test. If the numbers don’t fit the rules in any of the rounds, we move on to the next combination… if the numbers do fit, then we move the ad set along the flow, plus start up new targeting options on this winning product through the start of the flow.

Here’s a look at the Targeting Flow I typically follow for a new product… I may test 1 at a time or test many at once, but if I were to go 1 at a time, this is the flow I’d more than likely follow…

1 – Best estimate buyer interests (brands, products, magazines, associations, b/c list celebrities, etc)
2 – Broad industry niche interest (Ex. ‘Camping’)
3 – Other interests within the niche (anything we haven’t tested yet)
4 – Look A Likes (combinations constantly being produced and tested)
5 – Associate Marketing Angles (sell to the ideal customers friends, parents, grandparents, etc)
6 – Related industry interests (Ex. Cows could expand to Farmers, Rodeo, Southern Girl, etc… Camping could expand to Survival, Fishing, Hunting, etc)
7 – Untargeting (target nothing… just launch an ad to all of FB… if you have enough data, FB can sometimes find your buyers for you)

This all may be a bit confusing at first site, but just understand how important setting up rules for your paid advertising is.  It helps you save lost money and gives you a system to follow when you’re searching for a winning campaign