Facebook Ads BPM Method Coaching – Depesh Mandalia

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What is Depesh?

Depesh is This is and I'm going to take you through the setup of the 4 Funnel System..

How does Depesh is?

This is Depesh and I'm going to take you through the setup of the 4 Funnel System.

What is the previous video,?

the previous video, is So, in 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 different levels were cold, warm, hot, and existing..

How does the previous video, assuming?

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 different levels were cold, warm, hot, and existing.

What is the cold audience?

the cold audience is Where is, you know they haven't been seen in that before..

How does the cold audience is,?

Where the cold audience is, you know they haven't been seen in that before.

What is website visits.?

website visits. is Hot is.

How does website visits. is?

Hot is website visits.

What is existing?

existing is And, is existing customersconvention 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..

How does existing is?

And, existing is existing customersconvention 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.

What is You?

You is can see further down what level, two, three, four, existing in the different naming conventions..

How does You can see further?

You can see further down what level, two, three, four, existing in the different naming conventions.

What is I?

I is 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..

How does I also like?

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.

What is there'll?

there'll is Because, be different performances that come through based on different parts of the funnel..

How does there'll be?

Because, there'll be different performances that come through based on different parts of the funnel.

What is Here,?

Here, is I will generally either put the type of product, whether it's eCommerce or legion, et cetera ..

How does Here, will generally?

Here, I will generally either put the type of product, whether it's eCommerce or legion, et cetera .

What is I?

I is Or, might just put the product itself with a category..

How does I might just put?

Or, I might just put the product itself with a category.

What is It's?

It's is 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..

How does It's just?

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.

What is I?

I is So, might want to say pull me the data where campaign name equals cold and product equals x, for example..

How does I might want?

So, I might want to say pull me the data where campaign name equals cold and product equals x, for example.

What is I?

I is And, then just like to put a country at the end as well..

How does I just like?

And, then I just like to put a country at the end as well.

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What is I?

I is like to, generally, split my campaigns by country, especially if they are larger..

How does I like?

I like to, generally, split my campaigns by country, especially if they are larger.

What is some cases?

some cases is In I will just kind of do a general worldwide campaign..

How does some cases will just?

In some cases I will just kind of do a general worldwide campaign.

What is you.?

you. is That's entirely up to.

How does you. entirely up to?

That's entirely up to you.

What is The key?

The key is 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..

How does The key is just?

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.

What is it's?

it's is Then kind of going down into warm, again, kind of just looking at the different types of objectives.

How does it's going?

Then kind of going down into warm, again, it's kind of just looking at the different types of objectives

What is the warm audience?

the warm audience is With the challenge is that your audience size is dependent on the spend, are going to be that much smaller..

How does the warm audience is?

With the warm audience the challenge is that your audience size is dependent on the spend, are going to be that much smaller.

What is your warm audience sizes?

your warm audience sizes is So, if are like in the small hundreds then just merge it within your cold campaign so, include your fans, et cetera, etcetera..

How does your warm audience sizes are like?

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, etcetera.

What is It's?

It's is only worth really splitting out you engaged audience if you have creative room to play with, if you've got sizable audience..

How does It's only worth really splitting?

It's only worth really splitting out you engaged audience if you have creative room to play with, if you've got sizable audience.

What is you're?

you're is So, for example, if running a video views engagement campaign and you've got ten, fifty, people in there it's probably not going to be a great use of your budget to re target those amount of people..

How does you're running?

So, for example, if you're running a video views engagement campaign and you've got ten, fifty, people in there it's probably not going to be a great use of your budget to re target those amount of people.

What is you've?

you've is If got hundreds and into the thousands, into your retargeting for video engagement then this is great..

How does you've got?

If you've got hundreds and into the thousands, into your retargeting for video engagement then this is great.

What is a great setup?

a great setup is And, this is as well..

How does a great setup is?

And, this is a great setup as well.

What is One thing?

One thing is I will reference is these are my typical setups for objectives for you, it depends on your product, your creative, and what you're using..

How does One thing will?

One thing I will reference is these are my typical setups for objectives for you, it depends on your product, your creative, and what you're using.

What is you're?

you're is When looking at the graduation framework, which you'll come to my preferences is to always use the Page First Engagement where possible..

How does you're looking?

When you're looking at the graduation framework, which you'll come to my preferences is to always use the Page First Engagement where possible.

What is some situations?

some situations is There are where I don't, such as, if I'm doing app install or landing I might do my migration framework in those objectives..

How does some situations are?

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.

What is I'm?

I'm is But, generally, always running a Page First Engagement for testing and building up social proof as well..

How does I'm always running?

But, generally, I'm always running a Page First Engagement for testing and building up social proof as well.

What is The video views,?

The video views, is the objective is fairly similar to the Page First Engagement but, you get a better preference for running videos there..

How does The video views, is fairly?

The video views, the objective is fairly similar to the Page First Engagement but, you get a better preference for running videos there.

What is website conversion?

website conversion is And then, which would be my main kind of growth and money making campaign here..

How does website conversion would be?

And then, website conversion which would be my main kind of growth and money making campaign here.

What is the small audiences,?

the small audiences, is Now, going into you've got a couple of choices..

How does the small audiences, going?

Now, going into the small audiences, you've got a couple of choices.

What is you've?

you've is If got small audiences you're not going to optimize so well for, purchases for example..

How does you've got?

If you've got small audiences you're not going to optimize so well for, purchases for example.

What is two ways?

two ways is So, there's of running this..

How does two ways running?

So, there's two ways of running this.

What is your audience size?

your audience size is If is small into hundreds or the thousands atraffic campaign can be a good way of just bringing people back into your site, especially if they've already engaged..

How does your audience size is?

If your audience size is small into hundreds or the thousands atraffic campaign can be a good way of just bringing people back into your site, especially if they've already engaged.

What is I?

I is So, would never run a trafficcampaign on a cold audience because it would just bring back really bad quality traffic..

How does I would never run?

So, I would never run a trafficcampaign on a cold audience because it would just bring back really bad quality traffic.

What is they're?

they're is If warmed up I might consider it, however, more than likely I would run a website conversion campaign optimized for landing page views..

How does they're warmed up?

If they're warmed up I might consider it, however, more than likely I would run a website conversion campaign optimized for landing page views.

What is your spend?

your spend is That is far more efficient for than using the traffic objective..

How does your spend is?

That is far more efficient for your spend than using the traffic objective.

What is traffic objective,?

traffic objective, is With what Facebook is doing is literally throwing people off of Facebook to your site..

How does traffic objective, is doing is literally?

With traffic objective, what Facebook is doing is literally throwing people off of Facebook to your site.

What is It?

It is doesn't care if they even get there or not..

How does It doesn't care?

It doesn't care if they even get there or not.

What is an ideal outcome?

an ideal outcome is And, that's probably not for you..

How does an ideal outcome probably not?

And, that's probably not an ideal outcome for you.

What is website conversion,?

website conversion, is Whereas with Facebook is handholding them from Facebook to your site and making sure they land on your page and, that is far more efficient for your growth as well..

How does website conversion, is handholding?

Whereas with website conversion, Facebook is handholding them from Facebook to your site and making sure they land on your page and, that is far more efficient for your growth as well.

What is I'm?

I'm is Then going to go into the hot audiences..

How does I'm going to go?

Then I'm going to go into the hot audiences.

What is I?

I is Typically, would set up a website conversion campaign and maybe test against the traffic, as well..

How does I would set up?

Typically, I would set up a website conversion campaign and maybe test against the traffic, as well.

What is the reason?

the reason is Now, why I might 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..

How does the reason might consider?

Now, the reason why I might 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.

What is they?

they is And, let's say are [inaudible 00:05:08] abandonment, potential cus.

How does they let's?

And, let's say they are [inaudible 00:05:08] abandonment, potential cus

What is tomers?

tomers is as well because, they are so super hot..

How does tomers are so?

tomers as well because, they are so super hot.

What is I?

I is just want them back on the site..

How does I just want?

I just want them back on the site.

What is a traffic campaign,?

a traffic campaign, is So, with you saying to Facebook I don't care just send them all back to me, I want them back..

How does a traffic campaign, saying?

So, with a traffic campaign, you saying to Facebook I don't care just send them all back to me, I want them back.

What is you're?

you're is And, making the algorithm work less harder to find those people as well..

How does you're making?

And, you're making the algorithm work less harder to find those people as well.

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What is it?

it is So, especially for cold audiences can work, however, the alternative is to again use website conversion and, maybe test running impressions, daily unique ridge, or landing page reviews..

How does it audiences?

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.

What is you're?

you're is But, really if running whether it's an info product, digital, or eCommerce, when you're running a ebsite 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..

How does you're running?

But, really if you're running whether it's an info product, digital, or eCommerce, when you're running a ebsite 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.

What is you?

you is So, 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 ge t more people to come through your funnel as well..

How does you should be hitting?

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 ge t more people to come through your funnel as well.

What is it's?

it's is Again, the same situation, you're probably going to be limited by numbers..

How does it's probably going?

Again, it's the same situation, you're probably going to be limited by numbers.

What is it?

it is Again, depends on how much volume you're pushing into your spend..

How does it depends?

Again, it depends on how much volume you're pushing into your spend.

What is the preference?

the preference is Again, would be website conversion to find people who are likely to buy again..

How does the preference would be?

Again, the preference would be website conversion to find people who are likely to buy again.

What is objectives?

objectives is Begin playing around with the here as well..

How does objectives Begin playing around?

Begin playing around with the objectives here as well.

What is You?

You is could even do a video views campaign just to try and increase the reach especially knowing that this is a prime audience..

How does You could even do?

You could even do a video views campaign just to try and increase the reach especially knowing that this is a prime audience.

What is The final part,?

The final part, is I just wanted to take you through is just to give you an example of a live view of how I use this setup..

How does The final part, just wanted?

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.

What is an eComm client?

an eComm client is This is 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..

How does an eComm client is?

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.

What is We're?

We're is running predominately ... Sorry, for our warm campaign we do the traffic test..

How does We're running predominately ...?

We're running predominately ... Sorry, for our warm campaign we do the traffic test.

What is we're?

we're is But predominately, 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 fluctuations but, on average the website conversion has performed slightly better..

How does we're running?

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 fluctuations but, on average the website conversion has performed slightly better.

What is you?

you is But, know I get a lot of questions about how much should I put into testing and, to retargeting and, to cold, et cetera..

How does you know?

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.

What is this account?

this account is When started the majority of spend was in the testing..

How does this account started?

When this account started the majority of spend was in the testing.

What is the test?

the test is And actually, spend has gone up over time, it's remained fairly static once we're here at the point of growth..

How does the test spend?

And actually, the test spend has gone up over time, it's remained fairly static once we're here at the point of growth.

What is a 30 day period?

a 30 day period is So, that 1,400, this is so, that 1,400 has remained about there or, thereabouts..

How does a 30 day period is?

So, that 1,400, this is a 30 day period so, that 1,400 has remained about there or, thereabouts.

What is the kind of spend?

the kind of spend is Whereas 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..

How does the kind of spend has really?

Whereas the kind of spend 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.

What is it's?

it's is But, really about making sure you've got 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..

How does it's making sure?

But, really it's about making sure you've got 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.

What is you?

you is And, 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..

How does you know?

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.

What is I?

I is So, wouldn't be thinking about this as a target..

How does I wouldn't be thinking?

So, I wouldn't be thinking about this as a target.

What is You?

You is know, I must have three percent of my budget for testing because, you know if you've got $100.00 you're spending a day, do you really want to spend $3.00 only on testing?.

How does You know,?

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 day, do you really want to spend $3.00 only on testing?

What is your call?

your call is That's entirely 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..

How does your call entirely?

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.

What is It'll?

It'll is be minuscule as you start to hit 50k a month, 100k a month, 250k a month, that testing budget will be so, so tiny..

How does It'll be?

It'll be minuscule as you start to hit 50k a month, 100k a month, 250k a month, that testing budget will be so, so tiny.

What is the percentages?

the percentages is So, don't focus heavily on but, just kind of keep an eye out and make sure you are putting money to testing..

How does the percentages don't focus heavily?

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.

What is The retargeting?

The retargeting is is a budget which I base on frequency..

How does The retargeting is?

The retargeting is a budget which I base on frequency.

What is I?

I is What want to make sure is, I'm hitting people as much as possible and retargeting but, not to much..

How does I want?

What I want to make sure is, I'm hitting people as much as possible and retargeting but, not to much.

What is It's?

It's is 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, also making sure you're maximizing your opportunity for the sale as well..

How does It's getting?

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, also making sure you're maximizing your opportunity for the sale as well.

What is I?

I is So, this 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 making sure all my CPA comes in..

How does I would be fluctuating?

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 making sure all my CPA comes in.

What is goal?

goal is So for example, the here has been $25.00 for this particular client..

How does goal has been?

So for example, the goal here has been $25.00 for this particular client.

What is We're?

We're is 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 conversion..

How does We're just slightly?

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 conversion.

What is Here?

Here is prospecting work isn't too 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..

How does Here prospecting?

Here prospecting work isn't too 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.

What is I?

I is So, really what would be doing is to try and balance my CPA as best as possible between getting as much budget into retargeting as possible but, not overreaching that as well..

How does I would be?

So, really what I would be doing is to try and balance my CPA as best as possible between getting as much budget into retargeting as possible but, not overreaching that as well.

What is you?

you is Are interested in?.

How does you Are?

Are you interested in?

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