Okay, now we're at the creative level. The creative elements are a combination of video, images and advertising text. When starting your first campaign, we recommend having at least 1 good video and 2-3 image creative elements.

To create your ads, you have 2 options.

Option 1: You can create the ads yourself using Canva or another similar application.

Option 2: Hire a fiverr.com freelancer to do it for you.

We recommend hiring someone from Fiverr to create your ads. You can get great ads for $10 or even less. There is no reason not to invest the money. It's literally the price of a fast meal. This is your business, every dollar is an investment.

➽ PROTIP: Make sure you use an attractive thumbnail for your videos that captures their attention so they can stop scrolling and clicking. Try to use headlines that stand out from the rest of the image.

➽ PROTIP: Unless you already have video making skills, we recommend hiring someone from Fiverr. Your video should be 30 to 60 seconds long and we recommend adding subtitles over the video explaining the benefits and why they should buy it.

I present to you some templates that we recommend for headlines:

• Now You Can Have [something desirable] in [great circumstance]
• [Do something] like [world class example]
• Have [or] Build a [blank] You Can Be Proud of
• What Everyone Should Know About [blank]
• How to [Do Something] in [Short Duration]
• [Number] Lessons from [Topic] I Learned [Specific Result] in the Past [Length of Time]
• Who Else Wants [blank]?
• The Secret of [blank]
• Here Is A Method That Is Helping [blank] to [blank]
• Little-Known Forms of [blank]
• Say goodbye to [problem] Once and for All
• Here's a Quick Way to [solve a problem]

Remember that you want to offer a benefit and value by explaining why they should get your product. Always make sure to include a call to action. What's the point of showing an ad if there's nothing to click on or a website to visit? You must give them instructions telling them to click here, buy now, or some other instruction to take action.

So, you've created a campaign and you have ads that are driving traffic. You've found some winning ad sets and now you need to scale. You may be thinking that to scale you just need to increase spend on winning ad sets to increase your conversions. Unfortunately, it doesn't work that easily. Because? Let's dig deeper.

For example, let's say you've been running an ad set for $5 and after a few days you start getting sales. During this time, Facebook was optimizing the ad for results using only $5, and the data was not optimized for a higher budget with that specific targeting. So if you suddenly increase the budget on that specific ad set, you will unbalance the optimization and ruin your ad set during its learning phase.

To scale successfully, you must gradually increase the budget in a specific way. Not only that, but you should only think about scaling once you've gotten 50 conversions from a specific event over a one-week period.

Vertical Scaling

The first scaling method we will cover is vertical scaling. With this method, you simply increase your budget on the winning ad set that is generating results. Before increasing your budget, you should make sure you wait long enough to collect data. We recommend waiting 3-4 days before increasing your ad spend. If you increase your ad spend too quickly, you risk pushing your ad set into a new learning phase, where you'll have to re-optimize the data again.

➽ PROTIP: For vertical scaling, increase your ad sets budget by 10-20%, no sooner than every 3-4 days.

Horizontal Scaling

Horizontal scaling is basically what it sounds like, you are widening your casting network to scale. This method essentially works by increasing the number of ad sets within a campaign. There are two ways to scale horizontally.

1. Duplicate ad sets but add a similar interest in hopes of finding similar audiences.

2. Duplicate and maintain the original ad set with the exact same budget and interests.

With the second method, you are basically doubling your spending without having to increase the actual budget. This way, you double the spend but keep the original ad the same.

Scaling with CBO

We have scaling with CBO. Although CBO sounds like it's easy and you just need to increase your ad spend, it's a little more complicated than that.

The easiest way to scale with CBO is to collect your best interests, duplicate them into a new CBO campaign with a higher budget, and run them. Let this campaign run for 3-5 days and gradually scale in 10-20% increments.

Now, before scaling with this method, you need to understand your data. Take note of two metrics during scaling: ROAS and CPA or CPP. As you scale your ads, be sure to pay attention to these 2 factors, because if you don't, you won't know how much your profit will really be. This way, you'll know which ones you need to scale and which ones are inactive.

➽ PROTIP: Your ROAS should not decrease as you scale with any form of scaling. If it does, you're simply spending more and getting less in return.

Let's focus on our audiences to understand how to best address them. The better we know our buyers, the easier it will be to sell to them at any point in the marketing funnel. The Facebook pixel collects a large amount of data, including the actions visitors take in your store, such as purchases, added to cart, products viewed, and more. This is very important because we can retarget these people by creating Custom Audiences. The right audience can make or break your campaign. Custom audiences are those who have taken a specific action or interacted with your content or website in a certain way.

I show you some examples of custom audiences you can create for retargeting.

• People who have Added to Cart (ATC)
• People who have seen 75% of your video.
• People who have started the payment process.
• Top 25 Visitors to your Website.
• People who have bought your product.

➽ PROTIP: Custom Audiences are for audiences that you want to specifically target and that have already interacted with your page/brand/site.

➽ PROTIP: Lookalike Audiences are audiences that look like similar audiences. You use LLA when you want to reach NEW similar audiences.

Lookalike Audiences (LLA) are a type of audience you can create that is similar to a specific type of audience you define. Let's say we want to create a lookalike audience based on 100 people who added products to cart. Once we have around 100 people who have added a product to their cart, we can create a Lookalike Audience using ATC. This way, this specific audience is more likely to add a product to their cart.

Custom Audiences ➜ Lookalike Audience

Lookalike Audiences have very similar demographics, interests, and perform similar actions to the same people you choose based on the selected event. Basically, that audience will be much more likely to add products to cart than any other general audience. Facebook allows you to create a lookalike audience that is similar to 1% to 10% of your original ad set's audience. The lower the percentage, the closer they will be to your original audience.

➽ PROTIP: Ranges of 1 to 3 percent are good when creating Lookalike Audiences (LLA).

➽ PROTIP: When scaling, use lookalike audiences with the same interests as the original ad set for the best conversion results.

Retargeting is essential to converting most sales. In retargeting, you are basically creating custom audiences and showing them more ads so that they buy your product or service. Remember that most of the time, people don't buy on the first try, so if you don't retarget them, you won't remind them to come back. THIS IS CRUCIAL.

➽ PROTIP: You can offer discounts to retargeting audiences or other extras as incentives to buy your product.

➽ PROTIP: Don't just retarget audiences that interact with your content in any way. Focus on audiences who have taken impactful actions.