Amplification
❏ Boost top 3-5 Facebook Posts to at least 1 Saved Audience per persona.
❏ Boost optimization: 4 Stages.
❏ Set up remarketing ads for 1-day landing page abandoners on Google Ads and
Facebook.
❏ Create media inception ads using the Dollar A Day strategy
(https://blitzmetrics.com/FDD).
❏ For each unpublished post, use tracking (UTM) parameters in the URL.
❏ Create unpublished posts, boosted for website clicks and conversions.
How To Set Up A Facebook Ad Campaign In 60 Minutes — And Look Good
We’ll do three campaigns:
- News Feed Exposure
This ad is to make sure that your followers see your posts. If you’re a big brand, only a few
percent of followers may be seeing your posts in the News Feed, versus 10 percent to 20
percent for others. Select your page from the drop-down, then the middle option for “promote
page posts,” and then the checkbox for promoting the most recent post.
Facebook tries to create another ad to accompany it — keep it there. It’s a page post like a
story to amplify activity that occurs on your post. Check the option to target only people
connected to your page. If you have under 200 followers, this campaign won’t do much for you,
as not many followers will see your messages. You’ll need page post ads targeted at “anyone,”
but with a bunch of precise interest targets, which we won’t cover here.
Name this campaign “page_post_ads” and set a budget equal to your follower base divided by
100, but at least a dollar. So if you have 500 followers, budget $5. If you’re not in the U.S.,
U.K., or Canada, do one-half of this, since traffic is cheaper.
- Job Titles (The Business-To-Business Secret)
If you’re B2B, you need to hit people who work at certain companies in certain departments. In
the precise interests box, enter these job titles. Facebook will keep suggesting more, so keep
adding the relevant ones. Make sure the number is at least 40, but perhaps not over 10,000.
But even if you’re not B2B, job title targeting will still work for you. If you sell children’s books,
target teachers in your neighborhood — the superintendents, perhaps. If you’re a cosmetic
surgeon, target other medical specialists who’d drive referrals to you. If you’re a wealth
advisor, put in “vice president” and “CEO” to reach rich people.
Put $1 per day on this for every 200 people you are targeting. If you’re a local business, this
audience shouldn’t be over a few hundred.
Create a new ad choosing “get more likes.” Then enter a headline and text. Uncheck the box
that says “only people not connected to … ,” since we want followers to see this, too. Facebook
creates a tag-along ad called a “page like story,” which you should keep.
Your budget should be whatever you’re comfortable spending to grow your follower base.
Expect your cost per follower to be between 20 cents and $2, depending on your industry and
how clever your copy is. As a general rule of thumb, your budget should not be more than one
penny per user, per day, or else you risk burning out the ad, spamming users, and wasting
your money.
- Interest Targets
Hit “create a similar ad” below the ad you made earlier, and remove the job title targets from
the precise interests box.
Add in targets that are literal, lateral, and competitive.
Competition is easy: The companies you compete against, you’re hitting their followers.
Choose partners, too, if you’re B2B.
Literal: If you sell Ford Mustang parts, find keywords like “working on my Mustang” or “Ford
Mustang.” If you’re a service business, your Facebook ads might not convert, since this isn’t
Google, where people are searching right then for something. If you’re selling something
considered, such as a mortgage, car, or vacation package, try broad category targeting (just
below the box with precise), where you can target people who just moved, are looking to buy a
car, have kids, are having a birthday that day, are Hispanic, have a Samsung phone, etc.
Lateral: This is where the targeting fun really is. If you’re Jack Daniel’s, you might target
certain country bands. If you’re a marijuana dispensary, target folks in Portland who listen to
Bob Marley. You get the idea.
Hit “create similar ad,” each time, giving each ad a descriptive name. It takes only 30 seconds
to make an ad, so you might as well do a dozen or two.
If you lump all of your targets in one ad, you won’t know how each of these interests are
performing. If the combined audience size of an ad is under a few hundred, then there’s not
enough data to warrant creating another ad.
Dollar a Day
❏ 1. Determine the audiences you want to influence.
❏ 2. Find high authority mentions you would like to amplify.
❏ 3. Run Facebook ads at $1 a day for each high authority link.
❏ 4. Reply to everyone who engages in your amplification efforts.
❏ 5. Collect and identify authority mentions.
❏ 6. Continue to build momentum in your PR machine by cycling in new content and
audiences.
To get the full course:
Amplification – Overview
- Specialist Setup
Step 1-2 takes 1 minute
❏ Open a new tab and log in with your personal Facebook account at
https://business.facebook.com and go to the client’s Ad Manager.
❏ Open your Campaign Segmentation Plan.
- Create Campaign
Steps 1-3 take 2 minutes
❏ Click Create Campaign.
❏ Enter Campaign Name. Choose Buying Type. Choose an Objective. Choose “Auction”
for Buying Type unless otherwise stated.
❏ Click Create.
- Create Ad Set
Steps 1-18 take 5 minutes - ❏ Click on the Ad Sets icon.
- ❏ Click Create Ad Set.
- ❏ Choose an existing campaign.
- ❏ Enter Ad Set name according to the naming conventions.
- ❏ Click Create.
- ❏ Select the budget type and type the budget into the empty field.
- ❏ Choose Start Date. If you want to put an end date, choose end run on. Else, choose
- don’t schedule end date, run as ongoing.
- ❏ Click Audience.
- ❏ Fill out the Custom Audience field (if any).
- ❏ Fill out the Location field (compulsory).
- ❏ Fill out the Age field (compulsory).
- ❏ Fill out the Gender field (compulsory).
- ❏ Fill out the Detailed Targeting field (if any). Include any AND/OR logic if indicated.
- ❏ Fill out the Connections field (if any).
- ❏ Click Save.
- ❏ Choose Placement.
- ❏ Choose Optimization and Bidding. Use the default option unless otherwise stated.
- ❏ Choose Delivery Type. Use the default option unless otherwise stated.
- Create Ad
Steps 1-21 take 20 minutes
❏ Click on the Ads icon.
❏ Click Create Ad.
❏ Choose an existing campaign and ad set.
❏ Enter Ad name according to the naming conventions.
❏ Click Create.
❏ Select client’s Facebook Page and Instagram Account (if applicable).
❏ If promoting a post that the client has published on their Facebook Page or Instagram
Account, click Use Existing Post. Else, proceed to Step 9.
❏ Obtain Post ID and insert in the empty field. Proceed to Step 10.
❏ To create a single image ad, tick the box beside Ad with an image or video.
❏ To create a carousel ad, tick the box beside Ad with multiple images or videos in a
carousel (Recommended).
❏ Fill out the Headline field (compulsory).
❏ Fill out the News Feed Link Description field (if applicable).
❏ To use an image, click Select Image.
❏ On the popup, find and upload the image.
❏ Click Confirm.
❏ To use a video, click on the radio button beside Video.
❏ Click Select Video.
❏ On the popup, find and upload the video.
❏ Click Select.
❏ Choose the Call To Action from the drop-down menu.
❏ Repeat Steps 2 to 5 (including the subsets) to create another ad.
- Upload Ads
Steps 1-2 take 2 minutes
❏ Check that you have implemented the Checklists 02 to 04 correctly.
❏ Click Review Changes in the top-right corner.