1 - Loading and Launching

Hey everyone, Aporva Ponda here, and today we're going to go over how to load and launch your Facebook ads. So we're going to cover a lot here, so just set some time aside. And if you don't have time to watch this video and the next video in one go, I recommend that you stop right now and set some time to do both at the same time because

it's going to be really, really important and it'll change the way your ads run. So first what we're going to cover is how we're going to run ads forever and how to make money out of money. Number two, we're going to cover how to make sure you're not losing money by tracking everything and then make sure you're profitable by killing the right things. Number three, we're going

to go over pixel tracking and running those pixels. And number four, we're going to go over testing those pixels. Five, we're going to do some approval testing. One of the hardest things about Facebook is that, you know, especially now with all the election fraud and whatever going on, they tend to shut down a lot of campaigns. And so your competitive advantage in the online market space is

going to be how to get over that. Six is cold campaigns, what they are, why we're running them, how they're useful to you. Seven warm campaigns, where to place them, how to target people that are warmer customers. Eight hot campaigns, how to get the people that are ready to buy that have been lingering. And nine, if we have time, we're going to go over some retargeting. All

right, running ads forever. What does that mean? It sounds a little scary, but forever means forever. And I mean, life is really about fun problems. And up until now, I'm assuming you've got this program because your biggest problem has been, okay, how do I either grow or how do I maintain the revenue line that I have to maintain my current overheads? A lot of you are doing

it, so you replace yourselves and I would still say growth is a big factor for you, especially after you replace yourself. This is how to go about doing that. And this is really one of the most fun problems in the world. I mean, for the rest of your life, you will run these ads and you'll have a much bigger problem to tackle. I remember when I first

started just paying like a 5, 10, 30K payroll was really, really, it was like the biggest question in my mind every month. Like, we'll be closed. Enough business, we'll customer stay with us, et cetera, et cetera. But the second I started saying like, how can I spend 50K a month on ads? How can I spend 100K a month on ads? Like, how am I going to make

sure that happens? Because if that happens, then the symptom of that, when you know what you're doing, which you will at the end of this process, is you're going to be able to pay that payroll. So it's a way more fun problem. One, it's a way bigger problem. So you think about bigger things and you don't cut corners and you don't try to pinch pennies, you go

after the big, you know, big business, you'll go after bigger things in life. Number two, you'll be able to make money out of money, which is really what being an entrepreneur or businessman is. It's, I mean, the team is a huge part of it building an amazing product, it's a huge part of it. But the greatest indicator of you being able to do that is your ability

to make money out of money. Because you can buy processes and you can buy better and better talent to build you better, better products. And so I come back to my original point. Once you put this initial test campaign down, I want you running ads forever. Got it? Got it. For that reason, for that reason, I want you to expect the first couple thousand dollars, I've had

campaigns where the first ten grand has just gone completely to waste. I've had campaigns where the first three grand has gone completely to waste. It's not about how good you are about writing ads. It's really about your relentlessness and tenacity. And so I don't want you to start this process until you have that in the bank. I don't want you to start this process unless you already

have three proof concert consumers that have bought your new offer, that it's going to fund this. Because if you don't have those things, you're going to lose money. If you have those things, then you know exactly what to say, not only on the phone calls to sell them, but also in the ads to get them in. So forever is going to be daunting and it's for a

reason. You're going to be able to make money out of money, but you must follow the process that we laid out earlier, okay? So don't start this if you don't have that casting around the bank. I've seen people pay their way out of it, like 50 grand on ads when you know how to write copy and follow the instructions that we gave you, can get you out

of any jam. So if you have the cash, go for it. But I highly recommend you don't run your proof of concept doing this. Cool. All right, tracking and profitability. So below you see an action item that's called metrics for profitable Facebook ads, I recommend you go there. It's a really simple way to just jump in. I'm not sure if I can show you that right now.

It's fine. It's a really simple way to just jump in and track every day your metrics. And I'm serious about that. Like you've got to track every day. And if you're not keeping an eye on how you're attracting new customers, you're not doing well. And I mean, this is something that you're going to hand off to someone else later. Maybe you already have a media buyer that

can do this every day, but someone, somewhere needs to be tracking these metrics every single day. Otherwise you're just not, you're going to slip somewhere. It'd be like walking up steps and then, you know, closing your eyes halfway up the steps. You could probably make it up, but are you willing to bet to your business on that? I know. Anyway, so that's super important to profitability. You're

going to find profitability through that tracking. And that's going to be in the next video. So your profitability on ads, I mean, there's two ways to look at it. One is dollars and dollars out. Most business owners, especially the ones that are in scarcity mindset, which hopefully you're not anymore after you've gone through the earlier modules. They're really worried about cash and cash out, but Facebook ads

is an up and down game. You're going to have weeks where you don't have sales and you're going to have weeks where you have massive amounts of sales. And your ability to manage that cash flow will dictate your profitability, not necessarily your ability to put money in and take money out, okay? So I want that to be the expectation. They're going to lose a couple thousand dollars

in the beginning, okay? And that's for two reasons. One, your ads are probably not going to be dialed in. Your copyright is not going to be dialed in, but it's also because it takes a little bit for the Facebook algorithm to start optimizing for people that will be your ideal customers that are watching your video, that are filling out the survey, that kind of stuff, okay? So

expect to lose money in the beginning, but expect to make a lot of money after. All right, pixel tracking and running. So I want you guys to go in and create three pixels. You can also call it conversion tracking. It depends on what Facebook's calling it now. If you can't find it, if I know how to do it, ask on the Q&A calls. And I just want

to preface like, guys, when you start this process, please notify the mentors that you're starting this process so they can let, you know, either they can just, you know, come prepared to the calls with to answer your questions or me or Matt will jump on the phone and, you know, I'll be able to answer your questions for any of this stuff. So go, I wanted to do

a whole, like, walk through video of how to do this stuff, but there's so many videos on the internet of how to set up pixels and do all these things. I'm just going to tell you where to put them, why we put them there and what they do. And then I expect you to be able to go ahead and do that. If you can't, like I said,

notify us on the calls and also feel free to paste in the Facebook group, but I expect you to go out and look for stuff first, okay? Cool. So you're going to have three pixels and the way it works is we're going to have three different types of audiences, cold audiences, warm audiences and hot audiences. If you've been in the marketing space for a while, you know

what those mean. If you don't, then, like, cold is someone that does really know you, warm is someone that's engaged with their brand before, but hasn't really bought anything or hasn't bought the new product that you're offering, hot is someone that's excited and ready to buy and that's seen your brand again and again, so they've bought them into your story. We're going to place those. So the

funnel that we gave you guys, there's three steps, right? There's, you know, the landing page, which is like the picture and the three bullet points of what, you know, this is going to be contained in the video. Anyone that's before that or before the engaged video, they're going to get cold. So I recommend placing a pixel on the landing page for that. Anyone that gets past, well,

that hits the landing page and goes through, I want you to place a pixel on the video page and that same pixel I recommend putting on after the survey and the schedule page and the success page as well. Anyone that gets past the survey and depending on if you switch up the funnel, anyone that hits the call page, I recommend placing a hot pixel, okay? And you

can create those pixels in the Facebook business manager. Cool. The reason we place them there is because we're going to target different, the different traffic sources with different types of campaigns. And we're also going to target them with different budgets, okay? And what these pixels do is they just know where people are, so that way only those people get your ads and they really funnel people down

here. And cold traffic is usually the most expensive. Warm traffic is a lot cheaper. Hot traffic is the cheapest. Makes sense, right? Because they've seen your brand the most. What we're going to be doing is building up large amounts of cold audiences. So that way your warm audiences get bigger and bigger. And this is really where you make your ROI, your warm and hot. So for the

next couple of years, we're going to be increasing your warm audiences. So that way, I'm building them through various types of placing them in the internet and then sending them to hot, okay? Cool. Pixel testing. Okay, guys, so if you want to test your pixel, just go to the Google Chrome Store search Facebook Pixel Helper and install that extension and basically any website you go to that

has a pixel. It'll tell you the pixels there. And so I want you to go to each of those pages, all of them in the funnel. So the landing page, the video page, the schedule page, the survey page and the success page. And I want you guys to make sure that the pixel is there so that way when you run these campaigns, it works, okay? So just

go ahead and do that. Approval testing. Okay, this is the most annoying part of Facebook is when you first launch a campaign and when Facebook doesn't really know your brand, it's not going to be great. So those 10 audiences that you got together pool one, like when you go to create an ad in the Facebook manager, go ahead and pool them. And again, there's lots of places

to learn how to launch an ad. Make sure you're just launching it out of the business manager. And to your fan page, again, ask questions about this. But go ahead and run it to 10 audiences. So you're going to take four different ad copies and you're going to run that to 10 audiences and just test if it gets approved. And if they do get approved, then delete

them and load all the variants. So split the audiences after that. If this doesn't make sense, again, ask a question and we'll give you a custom step-by-step instructions for how to do so. So if it doesn't get approved for whatever reason, then find out why. It'll have a little notification on the top right. You're going to click on it. It's going to say your ad's not approved.

You click on that. Then you go ahead and you're going to be able to say why was it not approved. And Facebook will give you a reason. A lot of times they're going to say, like, this could be a work-from-home scheme or something like that. Just go ahead and type a reason why it isn't and you can get approved. Just go back and forth with them a

little bit. This process took me like two weeks when I first started out. It was super annoying, but once I got through, like, oh my God, I've changed. And so just keep pushing through. And you're going to iterate on three things when they tell you that something's not approved. Iterate on the ad, the landing page or the video page. Those three pages are the main ones that

are actually checking with their tools. Okay, cool. If it gets disapproved, you've got to load 12 ads that will get approved. So anything that's like a normal, simple image and just have some nice copy on there, like, who loves and then your brand name. And then just load 12 of them and then they'll get approved and just maintain that 12 to one approved and disapproved ratio at

all times. Otherwise, Facebook can kill your ad account, which is not good. Okay, once those 12 ads are approved, just delete them and go back to step one and load, you know, the townhouses, bodies is pulled again to test if it gets approved again. Cool, cool. Once your ad copy, and that's the four ad copies that we've told you guys to create in the last week, once

all of them get approved, you'll be ready to go. And we can move on to the next thing. One thing I do recommend is this process will be important down the line and you're going to have to do it in case your Facebook ad accounts get deleted. So I recommend you go in and create three different Facebook ad accounts and just call them like your brand name

and then 01, 02, 03 and make sure they're being created through your business manager. Okay, cool. Cold campaigns. Okay. Now it's time, now that you have the approvals, now that you've committed to running ads forever, now that you know how to track profitability, you're going to go ahead and create a campaign in Facebook called cold traffic and just leave it empty and then you're going to load

and launch your cold campaigns. Okay. So your cold campaigns are going to go to the landing page of the fragmentation funnel that we had loaded last week. You're going to have one, so each campaign of those four angles are going to have an ad set each. So go ahead and look up what an ad set is, you can learn what that is. Each ad set is going

to have four different images for one piece of ad copy. Okay. Ad copy is the written stuff. And so you're going to go ahead and put those in that way. So you're going to create a campaign called cold traffic, you're going to create ad sets for each angle and just make sure you're very organized when you do this and then you're going to go ahead and launch

it. So what the reason we're doing cold campaigns again is to increase your warm and hot. So that way you have low costs, bookings and sales later on. And guys expect this to take a couple of weeks to wrap up. In the next video, I'll show you how to kill the ones that aren't working, but don't expect to make money off the bat. Okay. You're really going

to make money off your warm and hot campaigns. I have made money off cold campaigns before, but you know, it's not typical, especially off the bat. All right. Moving on to warm campaigns. All right. Now you're going to go ahead and create a campaign called warm traffic under that same ad account. And this is all about simplicity. A lot of people do a lot of different things

when it comes to warm traffic. I mean, it's really good if you have like a low margin brand, you have a high margin offer now. We got to keep it simple. That's the only way your life's going to be super happy and you're going to be able to walk out of this. Okay. Once they've clicked or engaged, you're going to send them warm. So you're going to

create a custom audience that says once they've clicked or engaged with your fan page, then you're going to take your highest performing ad out of the first four angles that you're going to go through in the next video and you're going to target them to the warm traffic audience and the warm traffic pixels, okay? And then you want to keep increasing that budget until it's at like

30 to 40 frequency. Once warm is at like 500 to 1000 audience size and you'll be able to see that when you create that custom audience. I recommend starting off with like, you know, $5 or $10 per warm campaign and then just ramping it up as you go once you see them, you know, the warm things being successful and just keep going. Cool. Now it's hot campaigns.

All right. So now you're going to go back into your ad manager and your business manager. You're going to go back into that same ad account. Now you're going to go ahead and create a campaign called Hot Traffic. Here you're going to have a new ad that's going to, you know, create some urgency. Feel free to ask us for any profiles that we have. One thing we've

seen work really well is like offering a discount in there, you know, talking about the product a little bit, not too much, it's really high level. The pictures I want you to put in here are going to be social proof pictures. So you standing in front of an audience, you talking to a group of people, anything where you look like an authority. These we're going to target

to people that have only gotten past the schedule page. The reason we do that is because if they've clicked to schedule, but haven't scheduled, something usually comes up and they forget. And so we want to remind them that they got all the way to that page. On top of that, these people are going to keep building up and know a really big audience and we want, you

know, we really want you guys to go after that. So custom audience, target them, they should have gotten past the schedule page, target those pixels, don't target anyone else. And you know, this didn't work for us for the first couple months for a different hunger. So you never know if this is going to hit right off the bat or if it isn't. So keep it running. You

want to keep a frequency of 150 per 10,000 people. And you want to limit the budget to like $5 to $15 to start off. And there's some rules that I'll show you in the third video in this week that you're going to follow for these warm and hot campaigns. But yeah, that's how you set it up. Now here's your action items. And I want you to pick

a testing budget for that initial launch that you're going to do and watch the next video to understand what that launch is going to look like. I recommend anywhere between $2,000 to $10,000 for a testing budget. Anything below that is not going to be useful. So get ready to put money on black. I don't know if you guys have played a roulette, but this is pay to

play, but it's a step into the big leagues. Number two, set up your tracking sheet. Go ahead and set that up. It's called metrics for profitable Facebook ads, I believe. Number three, outdated. We're going to skip that. Number four, set up your pixels and ask us for help about your pixels because that's really, really important. Number five, make sure you test your pixels before you ask this

for help. Number six, you're going to go through approval testing. This might be annoying. This might not be annoying. You never know. So I wish you luck. Number seven, set up and launch your cold campaign, number eight, set up and launch your warm campaign, and number nine, set up and launch your hot campaign. And then 10, wait at least four to seven days before touching anything. Do

not log into business manager more than once a day for this step. If you do, it can mess everything up and you're not going to have predictability when it comes to your campaigns. And 11, watch the next video immediately when you're done with these steps. Okay, cool guys. Hopefully you guys were familiar enough with Facebook. When you're coming into this, a lot of people in this course

are really advanced. And that's why we set it up this way. If you are not, ask for help. Send a message to support at different hunger.com, post on the Facebook group, ask for help on the Q&A calls. Let us know when you're going through this. We're here to help you. This is what's going to change your business. Make sure as long as you have those three proof

of concept customers for your new offer and your sales calls recorded at this point, we're going to be able to take this the next step. Awesome. I'm super excited for you guys. This is going to be really fun. Let's start duplicating your money.