Shownotes
Learn how to set up the most effective Facebook Top-of-Funnel (ToF) campaign with Glen and Dan.
Our Specialists Manager, Glen Wilson, sits down with our Facebook Ads and Klaviyo expert, Dan Nikas, to share how the power of the Solutions 8 Matrix System can optimize your Facebook ToF campaigns for success.
Discover how the matrix can help boost your audience targeting, ad content, and engagement strategies to drive awareness and warm leads. With real account examples and expert advice, discover how this strategic approach to Facebook ads is a game-changer in the world of digital marketing.
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0:00 Intro
0:18 The Most Effective Facebook TOF Campaign Setup Using the Solutions 8 Matrix System
5:18 Setting up ToF campaigns with the Facebook eCommerce Ads Matrix
11:14 Ad account examples and case studies
18:33 Allowing the algorithm decide ad budget allocation
24:01 What to look forward to in the next video
27:03 Bloopers
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Transcripts
This is going to be focusing
on how you get engagement.
2
:It's a little bit of a redundant process
and it starts to get too expensive, which
3
:is why some people then come back and
say, Facebook ads don't work for my brand.
4
:Hello, YouTube land.
5
:And here we are again in
our ongoing series of.
6
:The Clavio Facebook Google
hybrid customized flash system.
7
:So I think we've done three now.
8
:So this one done an
overview of the system.
9
:We've looked at quick
overview of the Facebook.
10
:Strategy.
11
:We've done a bit ft view of the clavio.
12
:We've touched on the importance
of opt in forms with opt ins.
13
:Now, what we're going to talk about today
is we can do a bit more of a deep dive
14
:into the Facebook strategy and we're
going to talk about in particular, this is
15
:going to be broken up over a few videos.
16
:Dan, this is going to be focusing
on how you get engagement top
17
:of funnel and middle of funnel.
18
:How you build your audiences, the
importance of the audiences, and
19
:then we'll in subsequent videos, talk
about how you use those audiences.
20
:In the bottom of our campaign.
21
:So without further ado,
22
:Dan Nickis.
23
:As well, I said, what we do is
a little bit different to most.
24
:So if you listen to any guru,
they will tell you to go out
25
:and get purchase conversions.
26
:And that's good advice used to
work back in the day or years
27
:ago, five years ago or longer.
28
:but our users have become a lot more
savvy and look, to be honest, not
29
:everything's an impulse buy online.
30
:And there is a consideration phase
for a lot of people as to comparing
31
:against other similar products,
other brands, developing trust.
32
:maybe just being introduced to you
for the first time, and there's some
33
:thinking that has to go along with that.
34
:it's not a matter of just seeing
something that's a, you want it now, it's
35
:cheap enough, you're going to grab it.
36
:it's more a case of, I have a
problem, does this solve the problem?
37
:And you do a bit of a deep dive on
product features, warranties, payment
38
:options, competitors, reviews from
other people that have used the product.
39
:And.
40
:To think that we can just go from them
never knowing about us to getting a
41
:purchase conversion if they don't convert
and move on to the next prospect, it's
42
:a little bit of a redundant process and
it starts to get too expensive, which is
43
:why some people then come back and say,
Facebook ads don't work for that we've
44
:developed that we call the Matrix, I'm
going to show you what we do at the top of
45
:funnel, the traditional top of funnel, to
reach the cold traffic and how we approach
46
:them and what we approach them with.
47
:Yeah, this.
48
:Three reasons that we do this, or
three benefits to doing this way.
49
:The first is, it's going to
improve our Facebook ad performance
50
:or our meta ad performance.
51
:So Facebook and Instagram
further down the funnel.
52
:So we're creating these
touch points with people.
53
:Second is, it's going to create some
really good audiences and really good
54
:awareness around the brand for Google ads.
55
:So obviously people have a
different intent when they
56
:go looking for you on Google.
57
:They don't know to look for you
if they don't know who you are
58
:or if they've never heard of you.
59
:So this is another great way to introduce
the brand and it's third part is Klaviyo.
60
:So the email marketing side of things,
again, how do we get people on our list?
61
:How do we grow our leads?
62
:How do we then market to
them via email marketing?
63
:This is another way to introduce
them to our brand, get them onto
64
:our website potentially, get them to
become a lead, convert them that way.
65
:So it's not an all or nothing prospect
that if they don't make a purchase from
66
:us on this ad, that they're dead to us
and we need to move on to someone else.
67
:Or change the interest or find some
other hack to try and do it like cost
68
:cap with a target ROAS and an age
bracket of 25 to 27 in Milwaukee, like
69
:it's the algorithm smart enough now
that we don't need to be that granular.
70
:The hacks don't work.
71
:We need to be more strategic.
72
:So what I'll take you through,
I'm just going to share a
73
:screen if that's all right.
74
:And this is where we need to
start with all of our accounts.
75
:So just let me know when you can see that
and that it's Now some of you have been
76
:following along with the series will know
that this is our Facebook Econ Ads Matrix.
77
:It's called a matrix because it's
more of a flywheel or an omnipresence
78
:as opposed to a traditional funnel
that starts atop a funnel and pushes
79
:purchase or sales out the bottom.
80
:I still do name them top,
middle and funnel at different
81
:stages within the matrix.
82
:And the reason is just because it's
an way for people to understand
83
:and everything you can see on your
screen here is exactly the matrix.
84
:The area that I'm going to focus on
today is this top of funnel area here,
85
:and this is We're very low cost, even
in competitive markets, competitive
86
:industries, which is really low
CPMs, because what we're doing is
87
:we're building engagement with the
brand and make people solution aware.
88
:Now, this strategy was born out of
watching influencers go out and promote
89
:a brand under the guise of, I've just
got this, I've just started to use
90
:this and they get exceptional reach.
91
:so much.
92
:Like for a really good brand awareness,
they've already got inherent trust built
93
:into it and that could result in sales.
94
:So I thought, why not try and emulate
the influencer promotion model within
95
:our own brands and then use those
audiences to create And I'll talk
96
:you through that in a little bit.
97
:So what we do with this top funnel,
I'll take you through a scenario
98
:of a, ad account that we've got.
99
:Our objective is post engagement.
100
:Now engagement on Facebook and
Instagram is your traditional things
101
:like, comments, shares and likes.
102
:But it also includes things like link
clicks, watching videos, clicking on the
103
:little button to see more of your ad copy.
104
:So it's all the interactions with.
105
:The post and your page are going to
count as engagement on both Facebook
106
:and Instagram, and that's making people
solution aware that your product solves
107
:a problem that these people have.
108
:We go a very broad single
interest targeting.
109
:So the objective is post engagement.
110
:The audience is very broad.
111
:So as an example, I'm going to show
you, out of account from the health and
112
:wellness perspective, it's got products
that it's in the health industry.
113
:It solves people's problems.
114
:we go for a very broad health and
wellness based, interest just to
115
:guide it in the right direction.
116
:Our budget is set at an ad set level.
117
:Our call to action is shot now.
118
:So potential buyers at any stage can go to
the landing page for the product, although
119
:that's not the objective of this campaign.
120
:And It's not fake UGC.
121
:it's emulating the influence.
122
:So it's user generated content that
sometimes we get people to do for us
123
:through platforms such as social cat
or it's user generated content that
124
:we've got from customers in the past.
125
:We have that up to 10 ads running in
it and we turn it off for fatigue.
126
:So these are aspirational ads.
127
:They're not intrusive, but they're
different enough to be aware of the
128
:business and the solution is the unique
selling propositions that we have.
129
:We set it up as one campaign, one
ad set with up to 10 ads, depending
130
:on how much creative the brands got.
131
:The intention of these ads
is to create warm audiences.
132
:So to make people solution aware, those
warm audiences feeding to this next
133
:stage, which I'm not going to take
you through the setup of it, but just
134
:to give you an idea, we have engages
from Instagram in the last 30 days.
135
:People engaged on Facebook
in the last 30 days.
136
:People that have viewed more than half
of the videos in the last 30 days in
137
:terms of half of the time of the video.
138
:Yep.
139
:Website visitors in the last 30 days
and people that have subscribed but
140
:not purchased in the last 30 days.
141
:And we exclude purchases
from the last 30 days.
142
:So this top of funnel campaign
feeds these audiences here.
143
:So when we get to the middle of funnel,
which is the next step here in this
144
:matrix, The next component in the matrix.
145
:The people are aware of us being the
solution because they've engaged with us.
146
:They know us from this part and I'll
just, should I go straight into an ad
147
:account now and just have them, when
you're just looking at those audiences,
148
:you've got what, five or six there.
149
:So you create Like a custom
audience and add them all in?
150
:No, I don't create one audience.
151
:I do.
152
:You can create a saved audience,
but you have to create them as
153
:five separate custom audiences.
154
:Gotcha.
155
:and those audiences will continue to
use at different stages of the matrix.
156
:And these, these are
really powerful audiences.
157
:And when you say the results we get
for how cheap we get, you can see how
158
:these audiences can grow really rapidly.
159
:the point where we need to start.
160
:So some brands we might come in and
they've been running Facebook ads
161
:and they've got a very established
brand for quite a number of years.
162
:This part will, we will launch, but
it'll be at a lower budget because
163
:we just want to keep feeding these
audiences here at this level.
164
:New brands, we have to start here
and the percentage of budget focused
165
:here will be greater because we
need to build these audiences up
166
:for the rest of the matrix to work.
167
:And over time.
168
:This will become, it usually sits at
about 10 percent of the overall audience.
169
:10 percent of the overall budget
is enough to fuel it and fresh.
170
:Initially, it will be higher though.
171
:we'll jump into an ad account.
172
:Let me know, do you need that any bigger?
173
:this is an account that's
live from last month.
174
:So 1st of March when we're shooting
this, we've got 1st till the 29th of Feb.
175
:So very current data.
176
:We're not relying on old data here.
177
:This is real.
178
:You're not cherry picking.
179
:Yep.
180
:This is recent data.
181
:Yep.
182
:I've just gone last month and I've
just got the active campaigns here.
183
:exact systems here.
184
:We have 1, 2, 3, 4, 5, 6 there.
185
:1, 2, 3, 4, 5, 6.
186
:We've got 7 there because
we're testing out another.
187
:Yep.
188
:scale one at the top of funnel here.
189
:the top of funnel that
we're talking about here.
190
:This is about where we're
trying to create engagement.
191
:And this is what I mean
by being really checked.
192
:We're in the health niche or the
health sector in an auction based
193
:environment where there's plenty
of competition for that space.
194
:And it's, we're getting charged at 3.
195
:17.
196
:CPM.
197
:So that's 3.
198
:17 per thousand impressions.
199
:And keep in mind, this
is Australian dollars.
200
:it's about two U.
201
:S.
202
:dollars for the CPM.
203
:So just compare that to other
components that you have, and you
204
:can see why we then push into these.
205
:So I'll just open this up and
I'll show you the settings on it.
206
:So we're opting for engagement,
which is what we're talking about.
207
:We're trying to make people solution aware
and get them to engage with the audience.
208
:Now, ignore the fact that
there's two ad sets in here.
209
:This is because this.
210
:Brand has NZ website.
211
:So Australian New We're just going
to focus on the Australian one for
212
:now, So the naming convention, we're
looking at everyday health, Australia,
213
:MF is male, female, 18 to 65%.
214
:Really broad audience.
215
:We're going with 25 a day budget on it,
216
:down here, interests, everyday health.
217
:We let the algorithm decide where
it's going to be placed, where
218
:people are going to be sitting.
219
:Where we can get the most engagement from.
220
:We have a look at the metrics
here for the last month.
221
:We spent 500.
222
:We are having issues with their
content views in the Advocates
223
:on this with their pixels.
224
:So if we just switch
over to engagement here,
225
:and this is what we need to see.
226
:we're optimizing for engagement.
227
:So for 500 in the last month, we've
had nearly 90, 000 page engagements.
228
:So that's And what equate
in an audience size?
229
:There's going to be some that are
going to be in there for multiple.
230
:So yeah, look at frequency.
231
:So I've got a frequency of 2.
232
:6.
233
:Okay.
234
:So you divide 90, 000 by 2.
235
:6 a bit over 30, 000 in that audience
of people, unique users of people that
236
:are actually engaged with the content.
237
:500, if we look at it from
traditional marketing, If 500 could
238
:get 30, 000 people engaged with
your audience, it's pretty good.
239
:isn't just people who have seen it, this
is people who have been engaged with it.
240
:comment, share, watch the videos,
clicked on a link, clicked on
241
:see more, whatever it might be.
242
:Just on that videos too, you
did stipulate that you're
243
:looking at 50 percent view rate.
244
:what's roughly the video length
size that you like to have in
245
:there for your type of funnel?
246
:At a minimum of 30 seconds.
247
:Yep.
248
:Because Anything shorter, you can
watch to decide whether it's something
249
:that you like and still make a
decision that, hey, this isn't for me.
250
:That's that 10 second video.
251
:You could watch more than half
of that before you go, oh, this
252
:isn't what I'm looking for.
253
:I'm not interested in this.
254
:If you've got a minimum of 30 seconds is
your video length and you're looking for
255
:people that have watched more than half.
256
:If you've watched more than 15
seconds of a video, you have
257
:some level of interest in that.
258
:You don't usually
accidentally watch 15 seconds.
259
:ideally, I do like 'em
to be closer to a minute.
260
:keeping 'em under a minute, like up
in those 52nd range enables us to
261
:be able to have extra placements.
262
:On the network as well that aren't
limited because the placements aren't
263
:limited because they're not going
over because they are under a minute.
264
:And if you watch 50 percent
of a nearly minute video,
265
:that intent is a lot higher.
266
:We can have a look at that
while we're in here, video
267
:engagement, Video plays to 95, 50.
268
:If video plays 50%, 85, 000.
269
:So that makes up the
bulk of that engagement.
270
:That was going to be my next question.
271
:As far as the ratio goes, video views
at that 50 percent is pretty high.
272
:Which is why we use videos
at this stage of the funnel.
273
:Cheap CPMs of 3 videos do a great job of
explaining how this brand's product is
274
:the solution that they're looking for.
275
:So you can see how effectively
it works because they're watching
276
:more than 30 seconds of a video.
277
:It's been seen 85, nearly 86, 000
times, and there's a frequency,
278
:so people have seen them more
than once, which is not a problem.
279
:No different to traditional commercials
that we used to see on TV all the time.
280
:We would see the same commercials over
and over again, and they would into our
281
:mind, like they'd be embedded there.
282
:Some commercials I still
remember from when I was a kid.
283
:But I digress.
284
:We're old.
285
:so then we moved to the ad level and
I let the algorithm decide where it's
286
:going to place our So these ads in here.
287
:The majority of it has gone to this
ad product features, benefits.
288
:the algorithms.
289
:Push more towards it.
290
:if you don't filter your
water, you become the filter.
291
:We talk about how this
product solves the problem.
292
:The video highlights what the product does
in a user generated sort of influencer
293
:style way with some catchy music.
294
:Some overlays on it and
it's as simple as that.
295
:And you can see a little
bit of engagement here.
296
:We put 2000 reviews.
297
:Lovely tap order again.
298
:We have a look here The long form one.
299
:This one is a review style We try
some different once you've tried it.
300
:We're internationally recognized 100
percent money back guaranteed make
301
:switch today The reviews that are
in there and this one's a much more
302
:educational style video And then
we have another one here where an
303
:ambassador is actually using the product.
304
:Love you Tapwater and you.
305
:So every time someone becomes engaged
in here with this type of funnel, they
306
:get fed into the middle of the funnel.
307
:Audiences.
308
:Not going to go through that today, but
at middle of funnel, then what we want
309
:to do is want to get all those people
that are engaged and we want to put
310
:ads in front of them for brand recall.
311
:That's a fairly good
overview of where you start.
312
:just touching on your
exclusion of 30 day purchases.
313
:Is there any reason why you don't go
purchases all time as an exclusion list?
314
:it depends on the brand.
315
:Yep.
316
:But this brand, it's water filters
and they have, a lot of products
317
:that are complimentary and they've
also got, filters that need to
318
:be changed over periodically.
319
:we don't want to hit them with, more
messaging within that 30 days we want
320
:to, but we do want to hit them post that
because of the complimentary products.
321
:By then they would have
received their first purchase.
322
:The quality is good.
323
:like the product.
324
:They're going to consider getting
complementary products because we've
325
:already obtained that trust from them.
326
:So we're going to put them through
that funnel again or that matrix again.
327
:And that's how it all works.
328
:And when we spit out the other end,
we see ROAS overall of four with CPMs
329
:of 97 Australian, which is about 7.
330
:it's a bit less than that.
331
:It's about six, five, 56,
something around there.
332
:I'm trying to make is that
it works exceptionally well.
333
:Yeah.
334
:We're controlling the messaging
that we're giving to the people here.
335
:It's not the same messaging
in middle of funnel.
336
:That is the top of funnel or is
it the same messaging at scale?
337
:Because people are through that process.
338
:They've got to go through these steps.
339
:We want them to put them through
and that's pretty much it in
340
:terms of how we get top of funnel.
341
:You can see from that how that
will, drive search intent on Google.
342
:Yeah.
343
:Yep.
344
:Or if they alternatively, if they land
on the website, how that will build
345
:audiences within Google, because the
people hitting the website, they hit that.
346
:It's not just exclusively because they
came from better only better rules.
347
:Pick them up.
348
:Google will pick them up.
349
:especially with that
search intent, it's crazy.
350
:Usually.
351
:your branded searches performed
exceptionally well on Google,
352
:but if they don't know about
you, they don't know about you.
353
:for CPMs of 3 Australian,
we're doing that.
354
:Effective.
355
:we're hit, you're engaged with over 30,
000 people for that cost of the month.
356
:and again, every time
they hit the website.
357
:there's an option for a sign up
form for Klaviyo scripts firing and
358
:they'll get to our automated flows or
they'll receive our campaign material.
359
:Very cool.
360
:It is very cool.
361
:that's good, mate.
362
:that's, gives everyone a fairly good
understanding of how you're doing
363
:your targeting, the audience building
that you're creating, so you can start
364
:doing, using those audiences in your
middle of funnel and bottom of funnel.
365
:if you do want an audit from Dan
in Solutions 8, reach out to us.
366
:this is a system that we're using
exclusively with Dan and using
367
:our Google Ads expertise as well.
368
:to be able to see how the Google ads, the
Meta ads and Klaviyo work in conjunction
369
:and the results we achieved from that.
370
:Yeah, I think that is probably
the true testament to the system.
371
:we've never judged performance of the
entire system based purely on Facebook.
372
:Whilst these results look good,
if Google was failing, then
373
:we'd need to figure out why.
374
:Klaviyo was failing.
375
:failing, we'd need to figure out why
there, but when we can get all straight
376
:firing at the same time, which is
the whole concept here, then you just
377
:have this fantastic system that brings
consistency to businesses, which I
378
:think is the key instead of feast
or famine based on whether Meta ads
379
:are running well at the time, or if
Google's playing nicely at the time, or
380
:if people are responding to the emails
because we've got this entire system.
381
:We just tend to see compounding
growth and consistency.
382
:Consistency.
383
:That's, and that's what you want.
384
:You want consistent performance.
385
:Yeah.
386
:Especially, I'm a brand owner myself.
387
:Consistent performance
is what we crave for.
388
:I would rather that
than, peaks and troughs.
389
:good stuff.
390
:thanks again for your time.
391
:Thanks for the chat.
392
:No worries at all.
393
:See you next in the next bat
time and the next bat channel.
394
:Yes.
395
:before that happens.
396
:Alright, goodbye.
397
:See ya.
398
:Bye.
