Crushing Your First Facebook Campaign

This sprint shows you how to put together a Facebook campaign from start to finish, using a Work Comp product as an example.
60 min

The Work Comp World Domination Ad Strategy

STEP ONE

Setup a Custom Conversion on the Thank You page visitors automatically see after filling out a form.

This will help Facebook learn about your target demographic and, ultimately, help you run ads to them more efficiently.

STEP TWO

Create the best campaign ever.

 As discussed previously, TrustedChoice.com and Agency Nation run Facebook Ads as an auxiliary tactic to our SEO strategy. 

There are many Facebook Advertisers whose entire lead-generation strategy rests on Facebook alone (Nate Bunty, The Tribe, Made You Look Marketing, etc).

 We welcome you to experiment with this as well.

 We certainly have.

 However, we’ve found that we get the best results (better cost per lead) when we use SEO/Google as our initial traffic generator. 

People who use search engines are telling us: “we have a problem we need to solve.”

It’s a perfect situation for us to wedge ourselves in.

We know they’re looking for insurance. We know they have some sort of issue – whether cost, knowledge, etc.

Our Search Engine Optimized articles make the initial introduction for us and position us as the authority.

Our Facebook Ads then continue to serve them information about us and our product/s, keeping us top of mind, and eventually encouraging them to contact us. 

Think about your campaign in three parts.

These three parts mirror the marketing funnel we discussed in the very first Sprint of this FB Ads session.

Part 1 – Cast a wide net.

The goal here is to see who will continue paying attention. 

I WISH we lived in a world where every single person who visited a page on our website led to a filled out contact/quote form.

I wish.

In reality, we live in a world where people of varying interest-levels visit our website for various reasons.

Meaning – no, you will not be able to convince everyone who comes to your website to buy insurance from you.

Let that dream go now. 

What we want to do is find those high-interest-level visitors.

It stands to reason that someone who would continue to pay attention to us is more interested than someone who does not pay attention to us. 

“Pay attention” here could mean a number of things – it could mean “watches a video,” “clicks to reach your website,” “likes/comments/shares your post.”

It’s up to you, really.

 IF you define “pay attention” as “clicks to reach your website,” you will NEED to setup another audience based on that trigger.

This will push all the people who visit that page into a segmented bucket which you can use to advertise against for Part 2 of this campaign. 

Without it, you have no way of knowing which people who saw your ad took action and visited your website. 

And you won’t be able to continue to advertise to that specific group.

IF you’re wondering what good defining “pay attention” as “likes/comments/shares your post” is….think about this…

…when you see a post show up in your newfeed that has 0 likes/comments/shares/watches/etc VS a post that has a healthy amount of engagement, which one are you more likely to engage with?

We, as human beings, participate in a little something called “groupthink” every day. 

When we see our peers like something, it subconsciously justifies it for us too. 

Why? Because we then see it as “safe” and maybe even, “popular.”

So, you could actually split this part of the campaign into two: you could first run your ad with the objective of Engagement to ramp up the social proofing; THEN you run your ad with the objective of Video Views or Clicks (depending on your content type).

The engagement should help drive more video views and clicks. 

Boom. 

Having said all that, for this example, we’re going to define “pay attention” simply as “watches a video.” 

Your next question is most likely: “Great! So, what’s my video about?”

Your message should ALWAYS be defined by your consumer and the funnel stage they’re in.

We know a few things about the consumers who we are targeting: they’ve visited at least 1 page from the Workers Compensation section of our website, they have an issue with Workers Comp they currently have or might be looking to buy a new policy and they know who we are.

We don’t know if they’re ready to buy yet. 

That’s what we’re trying to figure out: how likely are they to buy.

Now, if they have an insurance problem, but have only seen 1 insurance resource on our website, it would help them to see more resources.

So, the first ad we run to People Who Have Visited A Workers Compensation Page On Our Website is: a video about Workers Comp.

It doesn’t need to be more than 3 min, but gives them a short explanation for things like: what does it cover, how much does it cost, what limits should they have, etc.

It also gets you face-to-face with them (#powerofvideo).

IF you are not getting the engagement results you want from your ad, go back and think through these three pieces:

  • Your audience – who you are advertising to; what do they care about? Who are they? What are their pain points?
  • Your message – what you’re saying to your audience; does it have urgency? Does it hit the audience’s pain point?
  • Your creative – how are you presenting your message; is the ad crafted well with a clear call to action? Is it easy to understand?

AWESOME! 

Part 1 done.

Part 2 – Time to hyper-target.

Honestly, I just think the word “hyper-target” is cool.

Anyways, the goal is to convince people that you are The One.

We know who is paying attention, right?

 They’re the ones who watched the video.

Someone who didn’t care or wasn’t interested….wouldn’t watch the video.

So, first things first, you’ll need to setup a new audience based off of who watched the video.

Perfect.

A great way to showcase how awesome you are is NOT to tell people that yourself.

That’s the easiest way to look like a pompous jerk.

Instead of excessive, self-back-patting, try this…

Get a video testimonial from one of your best clients. 

If you don’t know how, check out this sprint.

Again, go back to the “groupthink” we discussed above. When people see others saying great things about someone, they believe it’s “safe” for them to think the same.

We instinctively don’t want to be the purple cow. We want to be part of the herd.

Setup this ad with the same objective above: Video Views.

BUT this time…the Call To Action is going to direct to a landing page on your website with (preferably more social proofing, reviews, videos, etc and) a form they can fill out to get in touch.

IF you are not getting the engagement results you want from your ad, go back and think through these three pieces:

  • Your audience – who you are advertising to; what do they care about? Who are they? What are their pain points?
  • Your message – what you’re saying to your audience; does it have urgency? Does it hit the audience’s pain points? 
  • Your creative – how are you presenting your message; is the ad crafted well with a clear call to action? Is it easy to understand?

AWESOME!

Part 2 done.

Part 3 – Make ’em an offer.

At this point, you have a pretty small audience.

Small, but very interested.

These are people who have:

  • Visited at least 1 page of your website
  • Have an issue with their insurance
  • Have watched your video on Workers Comp/insurance
  • Have watched your testimonial video

See how we’ve inched them closer and closer to you one step at time?

We didn’t go right for the jugular.

We didn’t say: “Oh you visited my website once? Here, CALL ME NOW.”

We said: “Cool. You visited my website. Let’s get to know each other and see if we’re a good fit.”

Now, it’s time to make this small, but very interested bucket an offer.

Before we do though…..

There’s one other thing we know. 

Most likely, some of your audience at some point in the 4 steps above filled out a contact form.

Facebook knows who did it.

They know a LOT about those people.

And they’re starting to look at your small, but very interested audience and say: “hmmmmm, who else in this bucket is MOST likely to fill out a form based on what I know about the people who have previously filled it out?”

So, you want the objective here to be the Custom Conversion you setup in Step One above.

That Custom Conversion tells Facebook: show this ad to people you believe are most likely to fill out the form on my website (aka see the Thank You landing page).

As far as the message, you want it to be clean, simple and to the point. 

1 minute or less.

Something like: “Look. I get it. Insurance is confusing. Especially Workers Compensation coverage. How do you know whether you’re getting the right insurance coverage? How do you know you’re getting it at the right price? A quick, 10 minute discovery call and I’ll be able to answer both those questions for you. I won’t give you 1 quote. I’ll give you 3. We’ll go over the strengths and weaknesses of each in order to find the best fit for you and your business. All you have to do is click and within 2 minutes your discovery call will be scheduled. And you’ll be one step closer to a customized Workers Comp policy.”

The title could be: 3 custom Work Comp quotes in 10 minutes. 

The CTA: “Schedule a discovery call now” that points to that landing page with the form. 

IF you are not getting the engagement results you want from your ad, go back and think through these three pieces: 

  • Your audience – who you are advertising to; what do they care about? Who are they? What are their pain points?
  • Your message – what you’re saying to your audience; does it have urgency? Does it hit the audience’s pain point?
  • Your creative – how are you presenting your message; is the ad crafted well with a clear call to action? Is it easy to understand? 

AWESOME!

 Part 3 done.

STEP THREE

Iterate, iterate, iterate…

The first campaign you run may not work exactly like you wanted it to. 

Mine didn’t.

 It was only through practice and iteration, watching the results and learning from them that I got better.

So, don’t give up.

Take the principles you’ve learned here and iterate, iterate, iterate…

Have a question? Post it in the group.

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