Depesh Mandalia – Facebook Ads BPM Method Coaching

//Depesh Mandalia – Facebook Ads BPM Method Coaching

Depesh Mandalia – Facebook Ads BPM Method Coaching

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Depesh Mandalia – Facebook Ads BPM Method Coaching

 

 

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Depesh Mandalia – Facebook Ads BPM Method Coaching

Depesh Mandalia – Facebook Ads BPM Method Coaching

Depesh Mandalia - Facebook Ads BPM Method Coaching

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THE 4 FUNNEL SYSTEM SETUP
This is Depesh and I’m going to take you through the setup of the 4 Funnel System. So, in the previous
video, assuming you’ve seen them sequentially, you’d have seen the kind of typical account structure
and funnel that I like to use with the four differen
t levels were cold, warm, hot, and existing. Where the
cold audience is, you know they haven’t been seen in that before. Warm, is engaged. Hot is website
visits. And, existing is existing
customers
.
So how do I structure that within an account? What I lik
e to do is, first of all use the right naming
convention so I know which part of the funnel that I’m looking at when I’m analyzing my campaign so,
for the cold audience retargeting, here I put the level as well as the part of the funnel. You can see
furthe
r down what level, two, three, four, existing in the different naming conventions. I also like to
include the objective at the area as well because, it just helps me to know which objective I’m looking at
when I’m analyzing performance and looking across.
Because, there’ll be different performances that
come through based on different parts of the funnel.
Here, I will generally either put the type of product, whether it’s eCommerce or legion, et cetera . Or, I
might just put the product itself with a categ
ory. It’s just a naming different trades so, that I can, later
on, look at my analysis and [inaudible 00:01:28] manager and pull the data by name. So, I might want to
say pull me the data where campaign name equals cold and product equals x, for example. A
nd, then I
just like to put a country at the end as well.
I like to, generally, split my campaigns by country, especially if they are larger. In some cases I will just
kind of do a general worldwide campaign. That’s entirely up to you. The key thing here
is just kind of
noticing how I’m setting up my campaign structure based on the part of the funnel that I’m playing with
as well.
Then kind of going down into warm, again, it’s kind of just looking at the different types of objectives
here. With the warm a
udience the challenge is that your audience size is dependent on the spend, are
going to be that much smaller. So, if your warm audience sizes are like in the small hundreds then just
merge it within your cold campaign so, include your fans, et cetera, et
cetera. It’s only worth really
splitting out you engaged audience if you have creative room to play with, if you’ve got sizable audience.
So, for example, if you’re running a video views engagement campaign and you’ve got ten, fifty, people
in there it’s p
robably not going to be a great use of your budget to re target those amount of people. If
you’ve got hundreds and into the thousands, into your retargeting for video engagement then this is
great. And, this is a great setup as well.
One thing I will refe
rence is these are my typical setups for objectives for you, it depends on your
product, your creative, and what you’re using. When you’re looking at the graduation framework, which
you’ll come to my preferences is to always use the Page First Engagement w
here possible. There are
some situations where I don’t, such as, if I’m doing app install or landing I might do my migration
framework in those objectives. But, generally, I’m always running a Page First Engagement for testing
and building up social proof
as well.
The video views, the objective is fairly similar to the Page First Engagement but, you get a better
preference for running videos there. And then, website conversion which would be my main kind of
growth and money making campaign here.
Now, goin
g into the small audiences, you’ve got a couple of choices. If you’ve got small audiences you’re
not going to optimize so well for, purchases for example. So, there’s two ways of running this. If your
audience size is small into hundreds or the thousands a
traffic campaign can be a good way of just
bringing people back into your site, especially if they’ve already engaged. So, I would never run a traffic
campaign on a cold audience because it would just bring back really bad quality traffic. If they’re
warm
ed up I might consider it, however, more than likely I would run a website conversion campaign
optimized for landing page views. That is far more efficient for your spend than using the traffic
objective.
With traffic objective, what Facebook is doing is
literally throwing people off of Facebook to your site. It
doesn’t care if they even get there or not. And, that’s probably not an ideal outcome for you. Whereas
with website conversion, Facebook is handholding them from Facebook to your site and making su
re
they land on your page and, that is far more efficient for your growth as well.
Then I’m going to go into the hot audiences. Typically, I would set up a website conversion campaign
and maybe test against the traffic, as well. Now, the reason why I migh
t consider a traffic campaign for
my hot retargeting campaign is because at this stage if they’ve hit your cold ads potentially being
warmed up to engagement ads and visited your site. And, let’s say they are [inaudible 00:05:08]
abandonment, potential cus
tomers as well because, they are so super hot. I just want them back on the
site. So, with a traffic campaign, you saying to Facebook I don’t care just send them all back to me, I
want them back. And, you’re making the algorithm work less harder to find th
ose people as well.
So, especially for cold audiences it can work, however, the alternative is to again use website conversion
and, maybe test running impressions, daily unique ridge, or landing page reviews. But, really if you’re
running whether it’s an i
nfo product, digital, or eCommerce, when you’re running a website conversion
objective on an audience that’s really where you’re bringing back a lot of people through your funnel
and converting a lot more people as well. So, you should be hitting Facebook’
s ideal number of 50
conversions a week, if you’re not then you’re going to have to play around with your objectives and try
to get more people to come through your funnel as well.
And then finally, into the bottom part of our funnel, existing customers.
Again, it’s the same situation,
you’re probably going to be limited by numbers. Again, it depends on how much volume you’re pushing
into your spend. Again, the preference would be website conversion to find people who are likely to buy
again. Begin playin
g around with the objectives here as well. You could even do a video views campaign
just to try and increase the reach especially knowing that this is a prime audience.
The final part, I just wanted to take you through is just to give you an example of a
live view of how I use
this setup. This is an eComm client where we’d been spending on testing, we’ve been developing video
view campaigns, we’ve got our money maker doing website conversion, we’ve tested traffic campaign.
We’re running predominately … S
orry, for our warm campaign we do the traffic test. But predominately,
we’re running our retargeting and you can see here we’ve done kind of a fairly even split of spend on
the traffic and website conversion objectives for this client and, there’s been flu
ctuations but, on
average the website conversion has performed slightly better. But, you know I get a lot of questions
about how much should I put into testing and, to retargeting and, to cold, et cetera. When this account
started the majority of spend was
in the testing. And actually, the test spend has gone up over time, it’s
remained fairly static once we’re here at the point of growth.
So, that 1,400, this is a 30
day period so, that 1,400 has remained about there or, thereabouts. Whereas
the kind of s
pend on cold and targeting has really kind of picked up in that time frame so, as you start to
increase your perspective budget and increase your retargeting naturally the percentage going into
testing will drop. But, really it’s about making sure you’ve g
ot enough testing going on, you’re running
the graduation strategy, you’re running your creative test what to push into your main campaigns and,
just making sure you’re always testing. And, you know I played with budgets of $5.00, $10.00 a day just
to give
me some data to play with, whilst I’m working most of my time on my main campaign.
So, I wouldn’t be thinking about this as a target. You know, I must have three percent of my budget for
testing because, you know if you’ve got $100.00 you’re spending a d
ay, do you really want to spend
$3.00 only on testing? That’s entirely your call but, I’d certainly say when you starting off your test
budget is far higher as a percentage but, then it will start to dwindle. It’ll be minuscule as you start to hit
50k a mo
nth, 100k a month, 250k a month, that testing budget will be so, so tiny. So, don’t focus heavily
on the percentages but, just kind of keep an eye out and make sure you are putting money to testing.
The retargeting is a budget which I base on frequency. W
hat I want to make sure is, I’m hitting people as
much as possible and retargeting but, not to much. It’s the kind of Goldilocks idea of getting the kind of
middle ground between keeping the customers happy with not over hitting them with creative but, als
o
making sure you’re maximizing your opportunity for the sale as well. So, this I would be fluctuating the
spend based on the feedback from increasing that frequency with more ads, maybe refreshing my
creative, keeping in mind relevant score and, just maki
ng sure all my CPA comes in.
So for example, the goal here has been $25.00 for this particular client. We’re just slightly off by a dollar
and, really you can see here there’s opportunity to maybe shift spend away from our traffic campaign to
website conv
ersion. Here prospecting work isn’t t
o
o far off our main target we can do some
optimizations here and because, these spends are so small they have a minimal impact on CPA as well.
So, really what I would be doing is to try and balance my CPA as best as pos
sible between getting as
much budget into retargeting as possible but, not overreaching that as well.

 

 

 

 

 

 

 

 

 

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