3 easy steps to make sales ads in meta ads from scratch
“Facebook ads have a simple promise — you make an ad, you target it to a very specific demographic, your ad instantly reaches millions of people and if even a small percentage of those convert that’s still a shitload of sales.”
- Suraj Dahal
Times are changing and so are the ways of advertising. From using paper media (newspapers, magazines), electronic media (TV, radio) and banners & billboards that cost a lot of money. Until now, social media has transformed into an effective advertising place and costs less than conventional media.
Although the cost is low, but the wrong use can make advertising no results obtained. Only spending money for zero results. Loss? Yes! Even advertising on meta ads can be a loss when not run in the right way. First the most important mindset when advertising. What is the mindset, will be discussed below
Mindset of advertising in meta ads
If the ads that are run have not produced results, read the data provided by meta ads instead of giving up right away!
Most of those who advertise on meta ads will give up the first time they try to advertise. Even though the first ad sometimes does not produce results because there may still be mistakes in the ad. Such as unattractive copywriting, boring website, wrong target audience and others.
How to overcome this ? From the meta provides a dashboard to analyze what is problematic in our ads by looking at the indicators provided.
How to start advertising in meta ads?
For this time we will discuss meta ads conversion ads, namely ads that aim to get sales. With notes like the following
Product: Digital Marketing e-course
Meta ads Campaign: Conversion
Audience: Broad audience
Target audience :
1. People who want to learn digital marketing
2. Business owners
It is recommended to use more than 1 target audience at the beginning of the ad to determine ad performance and more specific targets later. And now go to the steps
1. Create a conversion ad campaign with a broad audience
The first step in this ad is to create a campaign with a broad audience because there is no audience data that can be used beforehand. At this stage, it helps if :
- Create more than 1 ad set. Can be distinguished in terms of behavior or the intended target audience. To see who is more suitable for this ad in the future. For this time using a different target audience.
- Can be distinguished from the image or video or copywriting used.
Then how do you know if this ad is successful or not? Run the ad for at least 5–7 working days and then see the results on the meta ads dashboard. Why 5–7 days? Because meta needs time to study the ad and the appropriate audience as desired.
And how do you know if this ad is successful or not? Successful if the ROAS obtained is more than 1X. If below that then the ad can be said to have not been successful and check which part is wrong. Is it the audience, image, video, landing page or copywriting?
If ROAS is > 1X, please proceed to the next step with some notes
- Check the ad section and see which ad performance is good. If there is an ad section that is not performing well, delete the ad section
- Check the ad set section and see which ad performance is good. If there is any part of the ad set that is not performing well, delete that part of the ad set.
2. Duplicate the previous campaign by increasing the budget 2X
After the previous step is successful, duplicate the campaign and turn off the previous ad campaign. In this campaign, please increase the ad budget up to 2X from before and run the ad.
The assessment of whether the ad is successful or not is still the same as the previous step, if ROAS> 1X. If it still doesn’t work, then the previous ad was just luck and repeat from part number 1 again.
If ROAS is > 1X, please proceed to the next step
3. Duplicate campaign and target to lookalike audience & retargeting audience
After the previous step is successful, duplicate the campaign and turn off the previous ad campaign. And this time we will use the lookalike audience and retargeting audience.
What is lookalike audience? lookalike audience is a feature developed by meta to help find an audience that is similar to the audience that interacts with the product on the website.
Try to create a lookalike audience for an audience that has made a purchase, so that the meta search results can find an audience that is interested in buying a product.
And it’s good to create a lookalike audience when there are at least 100 transactions on the website. If there are not yet 100 transactions, do not run the third step and let the second step continue until there are 100 transactions.
Then create a retargeting audience. Ideally use retargeting to the audience who visited the website in the past 7 days. Why does retargeting need to be done? Because the sense of buying from the audience sometimes needs more than 1 ad to make a purchase action.
This time create 2 campaigns and turn off the ad campaign in stage 2.
1. Lookalike campaign: Use a budget that is greater than or equal to stage 2 advertising. It is recommended to be bigger because here you have an audience that has a greater tendency to buy. Bigger advertising budget = more purchases.
2. Retargeting campaign: Use a small budget here. Maybe around 10% of the stage 2 ad budget is enough. Why a little? Because the audience you have is smaller but more targeted. So it is enough to have a smaller advertising budget but maximum results.
Advertising through meta ads is very helpful, but if it is not done in the right way then it will all be in vain. Meta ads are a computer system that takes time to study the ads made with the data that meta has.
Therefore, when you first try to advertise and the results are bad, don’t give up because in the bad results there is data that can be used so that it can be used to improve everything for the next ad.
