How to send Ad updates on the client group

Ad Brief Format:(This update is sent before the ad is placed)

Template:
Type: Type of ad
Duration: No of days ad will run
Budget: Total amount for this ad

Expected Reach: Expected No of people ad is supposed to reach

Expected link Clicks/Leads/Conversions/DMs: Expected number of results

Interests:
Must Match Interests: Interests mapped on Facebook?Instagram backend

Example:
Type: Profile Visit
Duration: 5 days
Budget: 1000

Expected Reach: 50,000

Expected link Clicks: 200

Interests:
Must Match Interests: Yoga Alliance, Muscle, Ashtanga vinyasa yoga, Meditation,
Mindfulness, Karma yoga, Self-awareness, Healthy Habits, Quality of life, Yin yoga,
Personal care, Wellness (alternative medicine), Motivation, Self-love, Natural product,
Self care, Kriya Yoga, Health & wellness, Physical fitness, Asana, Work Out, Yoga,
Iyengar Yoga, Rāja yoga, Bikram Yoga, Sahaja Yoga, Healing, Self-confidence,
Self-esteem, Weight training, Hot yoga, Yogi, Hatha yoga, Personal trainer, Kundalini
yoga, Strength training, Personal development, Bhakti yoga, Self-healing, Jaggi
Vasudev, Yoga as exercise or alternative medicine, Physical exercise, Well-being or
Isha Yoga,
Daily Results: (This update is to be sent every day until the ad is running)

Ad Results:

Campaign Name: Campaign or the ad name

Day: Day/Total No of days

Reach: Total number of reach on that day
Link Clicks, Leads, DMs, Conversions: Total number of results on that day

Cost per Link Clicks, Leads, DMs, Conversions: Cost per result on that day
Expected Cost per Link Clicks, Leads, DMs, Conversions for this ad: Expected cost per
results for this ad

Amount Spent: Total Amount spent

Overall Ad Summary: What phase the ad is in.

Example:
Campaign Name: TruFalafel Juhu Launch Contest

Day: 3/8
Reach: 5,820
Leads: 12

Cost per Lead: ₹57

Expected Cost per Lead for this ad: ₹50

Amount Spent: ₹687

Overall Ad Summary: Learning Phase(Facebook is learning the audience)
What makes an Ad campaign successful?

Right Budgeting

If you are spending the client’s money, they expect returns. (DUH!)
Make sure the expected returns are well communicated at the start of the campaign and
surpassed at the end of it.

1. It should be ROAS +ve if possible (ROI sheet)

OR

2. It should surpass client expectations (KPI sheet)

Right Targeting

If you serve the ads to people who wouldn’t take action, you won’t get results (DUH AGAIN!)

● Try Custom Audiences

● Try Narrowing Down (Main set should have Direct Interests + Narrowing set should
have behavioral interests eg. high spending power)

● Exclude whichever niche you can (eg. old nokia phones for premium audiences)

● If Native - “Location + most specific interests” is your best bet

Right Creative + Copies + Call to Actions

In a 3 second attention window are you enticing enough for them?

● Creative should be FLIPPING AMAZEBALLS!

● The give should be mentioned on the creative

● Caption should start with a CTA

● Check the focus sheet Drivers + Time + Narrow + Exclude

 ● Try to create a sense of urgency/missing out/

● CTA button should be more enticing to click eg. get offer > buy now

Where the freak do I start?

Step 1: Ad Plan

Campaign Planning

Scene 1 Client gives you a budget

Assign the budget as per client objective preference. If they don’t have one, a good formula
to follow = 3 (sales) : 1 (Follower growth) : 1 (Engagement)
Make sure you get your ad budget allocation approved before you go ahead.

Scene 2 Client asks you what should they spend

Work backwards on the KPI sheet and ask them how many sales/outreach they desire and
can fulfill (eg. if they can’t tend to more than 100 leads, no point getting them 120!).
Assign budget accordingly.

Objective Type Preference Placement Preference

Sales ● Conversion Ads - Back-end

● DM Ads - Cust Aud > Native
● Lead-Gen Ads - Back-end
● Traffic Ads - Cust Aud > Native
● Calls - Avoid
● Store Visits - Avoid

Follower ● Profile Visits - Native

Growth ● Page Likes - Avoid (cause spammy) > FB native

Engagement ● Post Eng - Native > Backend

How to create & pitch the campaign plan to the client?

1) How to create a campaign plan?

Refer this to create your own pitch.

Pointers to keep in mind while creating your campaign plan:

● Name & #tag for the campaign should added & mentioned
● Keep your references on point & exact to what you are planning
● Mention all the deliverables & budget bifurcation accordingly

2) How to plan your campaign pitch

Creative ideas can be tough to sell!

You’re trying to convince someone of something that doesn’t exist yet.

More than that, you’re trying to prove what value it will bring to them by working with you.

Here are questions to ask yourself before presenting the campaign pitch to the client
● In one sentence what is your concept?

● How does your concept address the business/marketing goals of the

client?

● What message are you delivering to the target audience? Why do they

care?

● What do you bring to the table that your competitors do not?

● What proof do you have that your plan will be successful?

● How is the client evaluating the pitches presented to them? Does your

pitch meet those criteria?

● Have you addressed all of their objections?

KPI sheet

● Find the template here.

● Update Assumptions from the backend while sitting with the ad strategist.
● Populate campaigns and budget.
● Conversion/link click/Lead/DM Ads > Reach = budget*1000/CPM
Engagement = Keep empty
Link clinks = Budget/CPC
Sales = Budget/CPA
● Engagement boost/follower growth Ads > Reach = budget*1000/CPM
Engagement = Reach*Eng.rate.
Link clinks = Eng.*Eng.rate
Sales = Keep empty
Follower Gain = link clicks*Eng.rate
● Lead Ads > Reach = budget*1000/CPM
Engagement = Keep empty
Link clinks = Budget/CPC
Sales = Budget/CPA

Note: If you are using a custom audience make a different set of assumptions and populate
accordingly. (take help!)
TIP: Keep it pessimistic.
Run the client through this before the campaign runs.
At the end, populate the ROAS sheet and show how you surpassed the estimates.

Reading the Estimates

On your right hand of the screen, you will get daily estimates for the ad set you’ve chosen.
These estimates are based on the ad type, audience, budget and duration of the ad. While
reading the estimates make sure you get the cost per result and approve the same.

Cost per result = total budget/(daily average result * no. of days)

Agar bouncer gaya toh ye padho -
The formula for the Cost/result = avg. daily estimates multiplied by the number of days the
ad will run till. Now divide Total Results by Total Cost/Budget and you’ll get your cost per
result.
This is a great way to understand how your ad will run through its due course.

If the estimates aren’t that great, tweak the audience, budget or duration of the ad.

Tip
If the estimates show >10 make the schedule 1 day and you will see the total results

achievable.

How to know if the Estimates are good?

Normal Targeting

Cost per Result Used For Too Good Upper Cap

CPA (Cost per Acquisition) For every Acquisition ₹100 ₹500

CPC (Cost per Click) For Link Click Ads ₹1 ₹10

CPL (Cost per Lead/DM) For Lead Gen/DM Ads ₹10 ₹50

CPM (Cost per Mille) For Reach or ₹8 ₹18

Awareness Ads

CPM (Cost per Mille) For other Ads ₹15 ₹100

FnB industry average in Indian Metro Cities (Based on our expertise).

Custom / Niche Audiences

Cost per Result Used For Too Good Upper Cap

CPA (Cost per Acquisition) For every Acquisition ₹50 ₹350

CPC (Cost per Click) For Link Click Ads ₹1.5 ₹14

CPL (Cost per Lead/DM) For Lead Gen Ads ₹25 ₹100

CPM (Cost per Mile) For Reach or ₹8 ₹22

Awareness Ads

CPM (Cost per Mile) For other Ads ₹18 ₹120

FnB industry average in Indian Metro Cities (Based on your expertise).
Step 2: Choose the Ad account

If you choose a wrong ad account, any and all amount deductions

may be borne by you.

● Take the access of the client’s active ad account on blazon and your profile

● If the client doesn’t have one, check if any old ad account can be repurposed to be

used for this client. Approve from Darshil before the shift.

● If not, create a new one from that business manager. (A new account gets less reach

in the start. Ad-spend per day is limited for the initial campaigns)

● If the business manager does not have one, follow the below:

★ Create a new Business Manager

○ Go to link: https://business.facebook.com/overview

○ Click on the create button

○ Fill in details mentioned:

○ Click on the “Add people” button

○ Enter your name or Blazon’s name (only after getting a friend request

approved.)
 ○ Now the Ad account will be visible in the Blazon or you personal

business account

○ Go to the Business settings of the page & add the fake account as ad

account by going to “Ad accounts” then click “Add”.

○ Add the AD account ID of the ad account you want the access of.

○ Try placing mock ad on ads manager & instagram to check if the ad

account is connected to the Page’s business account.

Step 3 : Ad-Set

Select the Ad type as planned.

Budget Checklist

1. Add as planned
2. See if the estimates are close to the plan on the KPI sheet
3. Daily/lifetime selected correctly

Schedule Checklist

1. See if you can limit the timings. (delivery timings, peak hours etc.)

Targeting

TIP: If you brainstorm well with the client while filling the Focus Sheet this becomes a

cakewalk.

1) Custom Audience

When to use? -

● If the client has an existing customer database MAKE THE MOST OF IT!
 ● Clean the database

● Upload using this guide

2) LookAlike audience

When to use? -

● If the custom audience is not enough and you want to increase the audience.

● While setting up a lookalike audience make sure you choose between 1% and 4%. This

indicates how close your targeting will be to the custom audience.

● Create using this guide

3) IF none of the above are an option, create new -

● Make sure the location is apt. (accurate delivery radius OR specific areas where core
customers lie eg. altamount road/walkeshwar for premium audiences)
● Age group should be as lean as possible (Think on who are the only DECISION
MAKERS).
● Restrict gender only if ^70% of the customers are one gender dominant.
● Choose only accurate+narrow demographics
● If not wide enough choose Interests & behaviours add the broad interests.
● Narrow the audience to target more precisely:
If you add criteria to the "Include people" or "Exclude people" fields, your audience will
include or exclude people who meet at least one of the criteria. It really helps niche
down your audience especially with premium clients.
 ● Exclude a niche if possible.

Ad Placement

1. On Instagram choose stories, feed and explore

2. & on Facebook choose a story and feed.
3. If you feel the other options work for your ad, get it approved before choosing.

Cap Bidding:

Cost Cap
● Cost cap is the bid strategy to help you maximize cost efficiency while driving
the volume in the results you care about the most.
● Cost cap is used to control the cost per result.
When to set a cost cap?
Cost cap is the highest amount of cost per result you are estimating for the ad.
Cost cap is set when you are looking to get more volume of results under the desired
cost per result.

When to set a bid cap? (Advanced)

● Bid cap is the value which is the highest you are willing to pay per result.
 ● It is an advanced method used to calculate bids based on projected
conversion rates & marginal costs.

For more detailed information, please visit: guide.

Conversion Ad Process + CHECKLIST

Things are that are required before placing conversion ads:
● Website/Restaurant online ordering platform(ROOP) eg. Thrive
● Pixel Code
● Events to be tracked placed on the websites

Pixel Code:
 ○ The conversion ad will only work if a FB pixel code is implemented on the
website.
○ Steps to know if the pixel code is already implemented on the website:
■ Ask the client directly if the pixel is implemented. If it is. ask for the
Ad account of the same pixel code.
■ Go to Events Manager to check if the pixel is implemented or not.
■ If not implemented, Please create your one.
○ Steps to create Pixel code:
■ Go to Events Manager

■ Click on
■ Select Web & get started
■ Select Facebook Pixel & get started
■ Name your Pixel & add website(optional)
■ Click on the medium through which you want to implement Code
(Check Image)

Tip: Coordinate with the developer or the owner to select the option according to
your brand
Use a partner Integration(from above image)
 Facebook has partnered with most of the web servers
which allows FB to directly add code & automatically map
events by just adding add-on on the web server.

Manually adding code to the website(from above image)

If you have basic coding knowledge then you can easily copy &
paste the code or send it directly to the website team to
implement it.

Email instructions to the developer(from above image)

You can directly email the instructions to the developer by just adding
emails in the next step if you click on this option.

Tip: After Integration, It usually takes around 3-24 hours for a pixel to show you
results.

Results will be visible in > Events Manager.

Events to be tracked placed on the website:

● There are a set of Events given by Facebook to trigger to track data
accordingly.
● After Pixel integration, Events need to be triggered according to our
requirement.
● Events are already triggered on the website if integrated through ROOP eg:
Thrive.
For eg: Purchase event can be triggered at the end of the transaction cycle i.e on a
landing page

How to .trigger events on the website:

● You can add your own customs events or premade events by Facebook

through in the Events manager.

 ● Click From Pixel option &

● Enter the website on which pixel is integrated &

● The website opens up in a new tab & you can add events on the desire button
by clicking on it.

Tip: Now, you can finally place ads for conversion and make your client happy!

Checklist:
1. Make sure you have thoroughly checked the account for any old pixel
installed.
2. Make sure you place a mock order before placing the ad to check if the
events are active.
3. Please wait for more a day for pixel integration before placing the ad.
4. Please re-check the events targeted in the ad.

DM Ad Process + CHECKLIST

1. Why is it important?
Get Message Ads are ads which lead to conversations of DM (Instagram) or to
Messenger (Facebook). The ad is tracked by the cost per message.

2. How can you implement it for your client?

These ads are great if your product needs personalised attention while buying or can
be customized by the customer.

3. Destination
You get to choose where the people initiate conversations. This needs to be chosen
based on the brand audience. Instagram DM destination tends to be more expensive
so use it wisely, Whatsapp message ads will make the customer switch apps which
the customer might not like. Understand which destination suits your ad and
audience.
4. Automated Message Ads
If you’re going for Facebook messenger as your destination you can either choose
conversations which will make people message you or you can choose to generate
leads. These are a great tool to extract data and show promptness.
5. Checklist
● Make sure your creative copy and caption are thoroughly double checked.
● Choose the right destination for the messages to appear.
● Make sure you or your client replies to the message within a 4 hour period.
● Make sure your automated message templates are thoroughly checked

Lead Gen Process + CHECKLIST

1. Why is it important?
Lead ads are placed to collect information from users in the form of surveys.
There are also instant forms which pre pre-filled by Facebook after the user clicks on
the ad.

2. How can you implement it for your client?

Leads ads essentially are used to create a customer database of the interested
users & then use it to keep retargeting for great results!
3. Leads centre setup
● After the ad placement, leads are sent to Leads centre on the Facebook page.
● All generated leads will be available in the leads centre.
● Multiple people can be assigned permission to coordinate with leads.
● Steps to assigned permission to a different FB user
○ When you are on Leads Centre, click on settings

○ Click
○ Search the username of the user(He needs to be on your Friendlist)
○ After clicking on add, a request goes on the user’s profile, he then can
coordinate with leads & update the status.

4.Checklist
● Make sure cost per lead should not go up Rs.50(except for custom audience).
● Make sure, there shouldn't be a gap of more than 2 days from leads generated
& coordinated.
● Please check the with the Client what all extra questions to be added on the
forms
 ● Please carefully re-read each & every detail on the form.

Traffic Ad Process + CHECKLIST

1. Why is it important?
Traffic Ads are basically ads which bring more customers to a website, an app,
WhatsApp conversation or messenger conversation.

2. How can you implement it for your client?

If you feel bringing in more people to your website or zomato will increase the sales,
then choose this ad. This ad normally works well with all types of brands.

3. Destination
You have to choose where the customer will reach after clicking on the ad.

4. Checklist
● Make sure the URL you’ve added is correct.
● Double check the ad creative and caption for grammatical mistakes.
Calls/Store Visits
AVOID BOLAA NAA!

Profile Visits Process + CHECKLIST

1. Why is it important?
Profile Visit ads are basically ads which bring more customers to your profile (mainly
Instagram) for follower growth.

2. How can you implement it for your client?

If you feel bringing in more people to your profile will increase the sales, as well as the
overall brand presence then choose this ad. This ad normally works well with all
types of brands, especially for follower growth ad campaigns.

3. Checklist
● Make sure this type of ad is done natively.
● If the ad is being done for a new brand, make sure you have enough posts
already existing on the profile or else the ad will not work. (Unless it’s for launch
hype)
● Don’t boost a hygiene post.
 ● On your profile make sure you have everything setup (highlight cover, bio, etc)
The result of this ad depends upon how the feed looks like as well as the
content being posted.
● Double check the ad creative and caption for grammatical mistakes.
● Don’t use Automatic Targeting on Instagram.
.

Page Likes Process

Similar process as Post Engagement.
TIP: Do post engagement ads only. (Page likes give spammy results)

Post Engagements Process + CHECKLIST

1. Why is it important?
Post Engagement ads are ads that increase
overall engagement of the brand. DUH!
2. How can you implement it for your client?
It can be used for 3 things. Post
engagements, Page Likes, and Event Post to
create buzz around an event or a campaign.
It’s better to do it natively especially on
Instagram but you have an event coming
up for your brand and need a niche
targeting, you can use backed also.

3. Checklist
● Native > Backend (pref)
● Can divide the designated amount between multiple posts to increase overall
engagement on the profile.
● Can be used to boost campaigns, not only engagement but also follower
growth campaigns. Works best with engaging content like:
https://www.instagram.com/p/CEcEghFn6Eh/
Step 4 : Ad Creative + Copy + CTA
In a 3 second attention window are you enticing enough for them?

● Ensure the dimensions of the creative is ok. If confused, remember, 1:1 always works.
● Creative should be FLIPPING AMAZEBALLS!
● The give should be mentioned on the creative

● Caption should start with a CTA

● Don’t forget to implement individual copies for Carousel cards. TIP: keep them very
crisp and short. (remember, titles shows above the caption and changes with every
slide on instagram)
● Check the focus sheet Drivers

● Try to create a sense of urgency/missing out

● CTA button should be more enticing to click eg. get offer > buy now

A/B Testing:
1. Why is it important?

A/B testing lets you change variables, such as your ad creative, audience, or
placement to determine which strategy performs best and improves future
campaigns. To read in detail Click here

2. How to do it?
Step 1: When setting the initial ad, turn ON A/B testing mode.
Step 2: Continue the regular process of setting up the ad. After you hit Publish, tap on
the Create Ad button. You will see this. Click on “Use existing campaign” to compare.

Step 3: Now select which variable/metric you want to compare and hit publish.

3. Things to Remember: You can only compare an Image creative against Image
creative and Video creative against Video. You can’t compare Video with Image.
While the campaign is running

Remember, the approval takes 1 - 5hrs after placing, If the ad is pending for approval
for more than 5 hours then this could be possible reasons:
● New Ad account
● Placing the ad first time on that particular objective
● Used words that are blocked by Facebook

Ensuring the cost is controlled

1. Check the ad everyday

2. Optimise the audience

Conversion checking

1. Check once if the website and promo is still live

2. Keep conversing with the client what is the sale at the backend
3. If not same as results seen, check if the events are recorded wrongly

TIP: usually the real conversions are 40% of what’s recorded as events.
Thank you Facebook :)

Send Daily Ad results

Hey (Tag the client on whatsapp),

Here are the results for the inorganic campaign on 03/05,

*Name of the Ad*

Reach -
Impressions -
Conversions/Messages/Leads/Clicks -
Cost per Conversions/Messages/Leads/Clicks - ₹

Total Cost - ₹
Follow this with the lead excel sheet if a lead gen or lead message ad. Make sure
you’re asking whether the ad is resulting in conversions.
Campaign-end Checklist
1. At the end, populate the ROAS sheet and show how you surpassed the estimates.
2. Share the ROAS sheet and invoices with the client. Highlighting what worked,
opportunities to increase sales through future campaigns, gaps and how you will fill
them.

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