I Found A BETTER Way To Advertise On Facebook

0:00have you ever felt like there's got to be a better way to promote my stuff you know a way to get way more people excited and interested in what you have to offer well guess what you were right there's definitely a better way and I'm here to show you how to make it happen so there's this secret Facebook ad strategy that I haven't seen anyone talk about which when used correctly can supercharge all of your Facebook ad results and this isn't just a fairy tale Theory without any Real Results this is a genuine ad campaign that I've used for years and it's helped me turn my

0:28personal brand into a multi-seven figure a year business it helped me grow my Facebook group my marketing agency my email list even my YouTube channel it's called the omnipresent content strategy and it's about to turn everything you know about Facebook ads upside down because here's how most people run Facebook ads they have their offer they set up their first Facebook ads campaign and they run a sales campaign or a traffic campaign directly to a landing page they publish their ad cross their fingers 500 Refreshers later maybe I need to refresh one more time the issue here is that there's no trust and trust is a massive reason why people

1:01decide to buy and who they decide to buy from this is a striped screenshot from a recent consultation I'm able to charge two thousand pounds per hour for one-to-one Consulting sessions because my audience trusts me and that allows me to charge much higher prices you see that's the power of omnipresent content let me show you how to do it so I'm in an example Facebook ad account here and I'm going to walk you through the omnipresent content campaign creation process and that'll explain once you can see the structure why it works so well so I'm in ads manager I'm going to go ahead and click on this green plus

1:30create button now the first thing obviously we need to do is choose a campaign objective I've got the what what I would call the relatively new odax campaign objective menu now and if you've got this as well you want to select awareness if not you can just go with reach if you've got the old campaign objective menu for the purposes of these campaigns they're going to function exactly the same way so uh no problem either way I want to go ahead and select awareness and then click continue so in this video I'm not going to cover every single little setting within you know campaign ad set creation

1:57I've got that in other videos if you check out and the video description you'll see a link to a full beginners tutorial that'll cover absolutely everything this is very much going to be tailored to this strategy so we are going to gloss over things like special ad categories and buying types and things that we aren't going to change for the omnipresent content strategy we're only going to cover things that are pertinent to this one thing I do want to mention at the campaign level because we can leave all this as the default is this Advantage campaign budget the default is for that to be off strongly recommend you leave it off what

2:26used to be called campaign budget optimization for the omnipresent content strategy absolutely don't want to use it very very important that you leave that off otherwise we've got our campaign set up we can now move on to the ad set level so here we are at the ad set level a number of things that we need to set up and select for an only prison content campaign here okay so the first thing is obviously the performance goal Now the default is maximize reach of ads that's absolutely what we want not normally what we do with a regular campaign type or with only present content that's perfect we want to maximize route so go

2:54with the default obviously make sure you've got Facebook page set up as the right one bid control no no no then we scroll scroll down to budget now you can see I've already changed this and added this in here as one pound per day for this ad set again that might seem crazy that's a lot less than we would normally spend but there's going to be lots of different ad sets in this omnipresent content campaign and you can always scale this up so start nice and small with only present content and then scale up you'll understand more as to why once we've built out the structure a little

3:22bit in terms of end dates omnipresent content is not something you want to set an end date for we want to run this for as long as we can we want it to produce the best results possible which compound over time so if you were to turn this off after a week two weeks there's basically no point this thing needs to run for a while again I'll explain more about that later on then we get into the audiences section ideally you would run an omnipresent content campaign only to people in your warm audiences doesn't have to be and I'll explain that in a minute but if you do have custom

3:49audiences as they're referred to in in a meta ad account that constitute warm people so this would be people on your email list people who visited your website it could be people who've watched videos of yours on Facebook people who follow you on Instagram all sorts of different options and you want to go ahead and add all of those in here so if I click in this is an example ad account we've got some setup I could select website visitors I could go ahead and grab Instagram followers if you've got other ones set up like Facebook page engages and we've got video viewers in there and you just want to go ahead and

4:17add in all the warm audiences that you've got in it not look-alikes look-alikes are cold audiences but all your custom audiences in here then absolutely make sure that you deselect Advantage custom audience if we are targeting warm audiences who have interacted with our business before we do not want meta to just expand that and put our ads in front of cold people as well that doesn't make any sense don't know why that's default on but it is make sure you deselect it okay now if you don't have warm audiences that's absolutely fine you can still use this strategy so what I'm going to do is I'm

4:51going to walk you through the process of what you would do for each scenario if you do have warm audiences versus if you don't in order to work out if we can use warm audiences for omnipresent content campaign you have to it's all based on audience size how big are your warm audiences so what we're looking for in terms of audience size is 50 000 to a hundred thousand people if you have warm audiences that can make up that number fantastic let's go with warm audiences for example that's certainly what I would do I have over half a million people just sort of follow me and

5:19interact across various channels we could definitely get to 50 to 100 000 but not all businesses do and that's absolutely fine so if you don't have that many we're going to go with a defined cold audience instead we still want that sort of audience size 50 to 100 000 um we're just going to do it with them and it may take a little bit longer for this to kick in and start delivering fantastic results but it can still work really really well we've done it a bunch of times so if you do have warm audiences I'm going to walk through both scenarios do have warm audiences go

5:46ahead and add them all in here and get yourself up to the audience size of fifty two hundred thousand meta May or not display it over here we can see it's unavailable right now a lot of these are sort of dummy audiences because this is an example ad account so I wouldn't expect data over here but you should have an idea of how many people are in these audiences based on your audience's tab and things like that if you're not familiar with how to Target warm audiences and create custom audiences there's a link in the video description below go ahead and watch that and that video will show you exactly how to set

6:13them all up do them properly how they work all that sort of thing so if you're confused about that go ahead and do that okay now if you are targeting World audiences you want to leave everything else pretty open right so location could be the country main country operated in main countries you operate in obviously you can be a narrow geographical area if that's relevant to your business only advertise where you can actually deliver your products or Services either in either scenario here you want to leave age nice and open and gender open don't add in any detailed targeting options and just go with it like that okay if

6:43you don't have warm audiences we're going to need to change some of these other things so let's go ahead and delete these out and assume you don't have warm audiences so I can show you both scenarios so the first thing we need to do is get into location targeting this up here is saying people living in or recently in this location I'd much rather you change that to people living in this location particularly if you're advertising somewhere that generates a lot of tourists you don't want to be advertising to people that aren't actually in the place where you can deliver your products and services so quickly go ahead and change that one

7:10then in terms of location we can either go with the whole of the country or multiple countries again wherever it is that you could deliver your products and services that's where you want to be basing your sort of geographical area or we could go with something local and I'll demonstrate that because that's really important so I live in a town called Cheltenham for example and if we just had a local business you know service based business for example that requires in-person interaction then we would go with something like Cheltenham 25 miles might be too much we could narrow that down to say something like

7:4015. maybe that's our area of operations now as I mentioned you want to keep an eye on this audience size over here and this is you're going to get better data if you are going down the cold audience targeting option because how big this is once you've added in your location targeting criteria it's going to affect the rest of your settings remember we're aiming for that 50 000 to 100 000 audience size Mark is what we are really after if we're going local like this we're going to have to keep this stuff a lot more broad than if we're targeting say the whole of the UK or even you know

8:10larger than that the holy us we're going to need to get really specific with some of our other criteria in here okay so let's say we were advertising our digital advertising services like what we provide as a service then we would probably set a younger age limit on this or something like 30 and might leave 30 to 65 and we probably would set an upper age on something like 30 to 60 perhaps you can see this um number is starting to come down we're not far off now okay then we get down to detail targeting and we would want to add in an interest some something for us

8:42is fairly broad at this point because our audience size is not far off our Target so we probably go with like the broad marketing term of uh marketing if we were just to add in marketing as an interest and then we were at 88 to 102 000. so that's pretty much dead on if we wanted to just narrow that down slightly we could do 30 to 55 and then look we're dead in that range now this would be a pretty great setup for us assuming we wanted to to do business locally Right audience size right sort of targeting setup and you'll have to work this out

9:11for your business right there's going to be differences between where you advertise how many people are in that audience um all those sorts of criteria and that's going to affect things but what you're really aiming for your sort of North Star is this estimated audience size of fifty thousand to a hundred thousand ideally you do it with warm audiences but I appreciate some of you will not be able to do that yet and that's absolutely fine you can set it up kind of like this okay so now that our audience is set up let's scroll down to the placement section now you see that the default is Advantage Plus placements

9:39that basically means everywhere everywhere on Facebook everywhere on Instagram everywhere on messenger Audience Network that is absolutely not what you want to go with with omnipresent content we're using the reach objective we want to reach as many people as possible if you leave this selected meta will work out that they can get you really cheap reach on the lower quality placement options therefore that's where your ads will show up you absolutely want to make sure that you only select the higher quality placements so you want to go ahead and select manual placements and get rid of Audience Network and what we want to do is only target feeds stories and reels

10:15so go ahead and delete out everything else in here and that's going to be your highest quality placements that's Facebook feeds Instagram feeds stories on both platforms reels on both platforms as well that's really really important if you've got in with a more conversion based campaign like sales lead something like that you can go with Advantage Plus because meta's only going to put your ads in places where they are likely to convert so you see why the campaign objective matters so much but that's not what we're looking to do with this campaign type this strategy we've got that ad set up now before I go any

10:44further and go into the ad level what I want you to do is minimize this down select this ad set and then duplicate it duplicate into the original campaign and then create 11 copies and what we're doing here is we're creating a total of 12 ad sets within this campaign which I know sounds crazy you'd never do that with another campaign structure that's too many but with this it works really well and you'll see why in a minute and then within each one of these ad sets we've got one individual ad 12 ad sets 12 ads again very different normally we would have say three to five different

11:16ad sets and then within each ad set we might have three or four different ads a completely different structure with omnipresent content strategy now I need to explain how this works and why we are structuring it this way so the idea behind omnipresent content is not to generate a quick sale it's not to say look at this shiny new thing I've got go ahead and buy it now please it's instead to build a brand it's designed to develop a relationship what we want to do is make your business the only one that your prospect wants to buy from when it comes to whatever it is that you

11:46offer if you think about how you interact as a consumer towards other businesses I'm sure there are some people some brands that when you want something within a category you're just you're just going to go buy it from them you're not even going to think about it oh that's who I buy from um I've got a relationship with them I trust them they deliver good quality stuff I'm just going to buy from them and that is why some people some businesses are able to charge a lot lot more than others if I take my business for example I am able to charge two thousand pounds per hour for a

12:18Consulting session because I have a lot of people that trust my Facebook and Instagram advertising expertise and if they want advice on their campaigns I'm who they're going to work with they're not going to work with anyone else because of the trust the relationship that I've built up over years of delivering value so that's this structure of only present content is designed to do that and that's why it works over time we're going to deliver value get your stuff in front of your prospects again and again and again in an engaging entertaining way that helps them out and makes you the only option it's a great way of generating leads

12:52clients sales you can do a product-based business as well and it's also a great way of being able to charge a lot more because of that trust that you build up so that's what omnipress content designed to do and that's what this structure is designed to do so we've got our ad sets let's select them all click edit we're going to scroll down to this part here under bid control that says show more options now we've got a frequency cap in here the default is one impression every seven days I want you to go ahead and change that to one impression every six days and here's why

13:22if we've got 12 ad sets and an ad within each ad set can only be shown to people within your audience once every six days that means that on average a person is going to see an ad from two ad sets every day on a rolling basis but they're only seeing them once every six days so to help explain let's say you've got add to a and AD set B are shown on Monday ad set C and AD set d as shown on Tuesday ad set e and AD set f are shown on Wednesday carry it on and then you repeat once you've gone six days through

13:54you get ad set A and B again this frequency stat cap stops ads in ad set a from being shown Monday Tuesday Wednesday Thursday it can only be once every six days now of course it's not going to be quite as neat as that some days they're going to see more than two of the ad sets and some days they're going to see less it's not a perfect sort of two and two and two but it's pretty close it works pretty well and the idea behind that is that we want to show up in feed stories etc for our prospects every day ideally twice a day

14:23and we're going to do it with different pieces of content that's where we've got the ad structure ad set structure because each one of these ads Within These 12 ads is going to be a different ad so the ad that they see ideally on a Monday morning is different from a Monday afternoon which is different from a Tuesday morning which is different from a Tuesday afternoon and so on that way you're not going to get ad fatigue you can be omnipresent you can be visible all the time and show up all the time for your prospects but you can really annoy them if it's just the same

14:51ad again and again and again and they get bored but if it's lots of different ads that keep things interesting and deliver value that means that these types of campaigns won't fatigue and you can show up in a way that your prospects like instead of showing up in a way that sort of drives them a bit mad so that's the structure okay hopefully that makes sense so the next question is if these are our ad sets what is actually going into the ads themselves like what type of AD are we going to be putting in front of people and I'm not going to show you the each individual ad in terms

15:23of setting up like writing the ad copy and imagery and things like that I've got other videos you can find on my Channel with more information on ad creation what I want you to talk you through is structure here and the strategy in terms of what type of AD so we've got 12 ads and there's four different categories of ads the first one is value value is exactly what you would expect it to be it's pieces of content that help your prospects achieve something they want to achieve or avoid something they want to avoid so my content for example is value content it's showing you how to get better

15:53results for Facebook and Instagram ads or how to avoid the big pitfalls of mistakes that you might make with Facebook and Instagram ads so I'm helping them get better results I'm helping them save money and avoid the pain associated with that so in our 12 ad stack we might have three different value ads okay we might have value add one which is a video and these could be a different formats by the way okay it doesn't have to be all just video for example although I do like to use video quite a lot we could have value um add to if I can spell and talk at the

16:24same time we get our value add too and perhaps that's another video but a different one okay very important there's a different one and then we could have value add three and maybe this is linking to a blog post on my website something like that those are our three value posts and these are not designed to sell anything they're just designed to help your prospect do something they want to do and you have knowledge particularly for a service based business you're going to have knowledge around you know you know if you do it this way you'll probably save yourself time on this thing that you currently do but you just don't know

16:52about because you're not an expert in the industry there's loads of bits of information that you could provide little helpful things in that sort of setup the next category of ad that we want to create is demonstration okay so demonstration is going to be things that demonstrate how your product or service works now this is a really important component of people wanting to work with you particularly if they're not super familiar with the process a lot of times people won't buy from a product from a company not because they're not interested there's not the demand but just they're not really sure about what the next steps are you ever had that

17:26scenario where you're like I need this service I have it in a B2B context all the time where there's there's a need my business has and I think how do I find someone to do this I don't even know how to do it well with demonstration ads you can show it you can also do the products you could show this is how we make our product this is how we install kitchens look at this you know little video we put together from the last project we did or check out these images that show you can do it a carousel ad format that show the various stages like this is

17:52when we started this is when we're halfway through this is when we finish what it looked like you can do all sorts of things here so we could have demonstration ad one that's a video we can demonstration add two that sort of shows a carousel of going through the process again this is going to vary depending on your business so you have to put that sort of filter through this process and we could have demonstration um add three that is another video let's say but a different video to that first one so those are the first two categories then we get on to the third category now this is testimonial you

18:22might think testimonial and demonstration are the same but they're not demonstration is this is how we do what we do I want you to understand the process so that you're more likely to come work with me testimonial is you should work with me and my business because we have delivered results for people in the past that are just like you that's a really important part because often people won't buy a product or service because they think oh I'm not sure this will work for me but if you can show them definitively this person that's in a very similar scenario to you it worked for them so why wouldn't it work for you

18:53so testimonial obviously a great thing to do would be um videos from previous clients but you can also use imagery of like a nice quote you could use um even just a text post we've used in the past if it's like a particularly long testimonial that sounds pretty good so you've got testimonial and one so it could be a video and we could have testimonial ad to it could also be a video and then as I said we could have testimonial ad three that would be a image slash text post okay then we get into the fourth category of ads and this is call to action so you're

19:32delivering value you're helping people out you're showing them how your product service Works you're demonstrating to them that other people just like them have had great results now you need to ask them to take a specific action so here's where you um would say things like sign up for my email list or why don't you inquire into our services or why don't you click through and purchase a product call to action now some businesses will only have one type of thing that they want people to do they'll have one call to action it's a free consultation that's it that's absolutely fine then just create the one

20:05call to action ad and instead put more into the value maybe one more into the demonstration that's absolutely fine but if you do have multiple things that you might want people to buy maybe it's you know if I took my business for example we could offer our free strategy sessions which is like our offer for people that might want to become clients of ours they book a call and you know we help work out if we can help them and that sort of thing so that might be one call to action we might have another call to action that's to purchase our course if someone's on operating on a

20:32lower budget can't afford our services maybe that's a good call to action and we might have another call to action that is um sign up for a free webinar get on our email list and it's a free piece of content something like that okay so that would be our structure but if you don't have multiple call to actions absolutely fine to limit the number of those and instead use more value and and things along those lines so I'm going to call to action two might be a video as well and then we could have call to action three obviously these could be in various formats I do

20:58like to use a couple of different formats at least as a total within a an omnipresent content Stack video would be my favorite but you do want to mix it up a bit some people just never going to watch a video that's their personality type they're just quick scrollers let's say they just want to see an image or something like that so having some other things in there can be helpful okay so that's the structure we've got our ads in our ad in our ad sets these are going to be delivered throughout a six day period and it's gonna hopefully create an omnipresent effect where this is

21:28going to feel like we're showing up all the time but we're also doing it with content that's why it's called only present content because we're delivering value and providing helpful information resources and and things like that so obviously the elephant in the room here is that this takes a lot of time to set up you've got to create 12 different ads if you're going to be using video that's time that's effort that's resources that's energy I understand one of the advantages to this strategy however is because each ad is only being shown to people once every six days and there's lots of different variation it takes a

21:59lot longer go for an only person content campaign to fatigue if you're running conversion campaign and you've got all your budget going into one or two ad creative which is most likely the case at any one time that's going to fatigue really fast so you have to refresh those often particularly if you're operating with higher budgets with only present content it's just not going to happen that way so we will run campaigns for three months six months sometimes longer without having to refresh ad creative so more effort to set up in the beginning but often it will last you longer which is fantastic secondly this is a strategy

22:28that takes a long time it's not the sort of strategy where you launch it and then the next three days you're looking at the results that's silly only present content campaigns really take a good six months to really kick in but the longer you run them the better they are and two years three years down the line they are absolutely Goldust as I said I've done that with my business and I have now have very large warm audiences that provide all the business that my agency needs course sales Consulting contract everything from my audience that I have omnipresent contented not just on Facebook Instagram obviously YouTube

23:02videos and things like that but I very much use this strategy to make it work I recommended that you start with one pound per day per ad set of course could be one dollar per day per ad set so you can see that because we've got 12 here we're getting you know it's 12 a day it's not a ton of money but might be a really good starting point for for some people this can be increased so let's say when you're looking at your reach in terms of how many people you're reaching within your uh your ad sets which is something I'd recommend you do if you're

23:28finding that you're not reaching a larger portion of your audience so each day you're reaching like 5 000 people or something then yeah you want to go ahead and come in and increase these if you increase these too much what you'll find is that you just simply won't spend it when in trying to reach those people you'll you know if you if these were to be 20 pound per day each you probably won't spend that because your audience size is quite small that's one of the reasons why it's really important to have quite a small audience size so it's not super expensive you're likely to be

23:55spending Less on this type of campaign than on a conversion based campaign but but it can deliver by far the best return on ad spend over time and that's really key here it is over time what we'd usually recommend is that you run this type of strategy alongside a conversion based campaign like sales or leads because you're probably going to want and need short-term sales leads Etc coming in alongside this the longer and longer you run though the less and less important that will become if you do this well and the more and more important and and valuable this type of campaign setup is one other thing I want

24:30to cover that's really really important and that's the type of business that this strategy is appropriate for if you sell something that's relatively inexpensive you sell a 25 e-commerce product this is unlikely to work as well for you as if you're selling something particularly expensive what color is Rivergate because for someone to buy a 25 product they don't need all that warming up they don't need the 30 different ads of yours over a nine month period That's not really how how that needs to go they could just see one ad it's a bit of an imposter actually go ahead and purchase but if you're offering something that is strategic

25:04that is service based or even an expensive product something that people are going to think about then it becomes a lot more important so the businesses to see the best results for this have high average customer values often sell something that's quite expensive either on the product or service or side of things or it's a really involved decision maybe it's not a really large transaction initially but people are going to stay with you for months and months and months like I've seen gyms use this well even though one month's membership's not a lot but if someone is the member of a gym for three four years

25:31based off of it then that's a high average customer value so just think about that and whether you want to dedicate significant resources to that based on whatever it is that you sell now before you go a couple of things I want to quickly mention first is if you want to ask my company to run your Facebook and Instagram ad campaigns for you we can do that that's a service that we offer if you're interested in finding out more there is a link in the description below go ahead and click on that and book a call with one of my team members to find out all the details

25:54completely free call no obligation but you can find out more hopefully we get a chance to work together also if you're wondering how to create the conversion campaign you know lead sales campaign that's going to run alongside your only personal content campaign I'd recommend you check out this video this video is a full beginners tutorial it walks you through the entire process but even if you're running Facebook Instagram ads because it goes through every single little step if you go through that you're going to make sure that you've got things set up the right way so go ahead and check that out for your more conversion based campaigns that you run

26:21alongside only present content best of luck