Facebook Ad Playbook

This Playbook will focus on how to create effective Facebook ads, even if it’s with a budget of $10 a day. You’ll learn a repeatable system that’s made up of multiple advertising campaigns that work hand-in-hand to acquire leads and sales for your business. We’ll dive into a simple funnel and learn all about cold, warm, and hot traffic campaigns and how to create and set up each.

What You’ll Learn:

  • Scale your business and reach more leads by creating a Facebook ad that drives traffic to your business
  • Learn the differences between cold, warm, and hot traffic and the ads to run to each to successfully convert them

Table of contents

Understand the Role of a Traffic System
Understand the Objective
Reach Your Cold Traffic: Goals & Offers
Reach Your Warm Traffic
Reach Your Hot Traffic
Create Cold Traffic Campaigns
Start Here: Cold Traffic
Targeting Your Cold Traffic
Create Your Ad Copy & Creative for Cold Traffic
Set Up Your Cold Traffic Campaign
Create Warm Traffic Campaigns
Start Here: Warm Traffic
Create Your Ad Copy & Creative for Warm Traffic
Set Up Your Warm Traffic Campaign
Create Hot Traffic Campaigns
Start Here: Hot Traffic
Create Your Ad Copy & Creative for Hot Traffic
Set Up Your Hot Traffic Campaign
What’s Next?

Understand the Role of a Traffic System

Understand the Objective

This Playbook will focus on how to create effective Facebook ads, even if it’s with a budget of $10 a day. You’ll learn a repeatable system that’s made up of multiple advertising campaigns that work hand-in-hand to acquire leads and sales for your business.

We’ll focus on the Facebook ad platform. But keep in mind, you can use the system and the tactics discussed in this Playbook across different traffic platforms. So if Facebook isn’t where your market is hanging out, you can still apply the system behind it to other traffic stores, like Google.

This Playbook can be very conceptual, as we’re going to be teaching you a traffic system as a whole.

Simplified funnel
Simplified funnel

If you’re not familiar with the steps above, this is a simplified funnel.

You’ll start in the Awareness Stage. Here, the prospect starts off as unaware. Maybe they’re unaware of your business. Maybe they’re unaware that they even have a problem that your business solves. One way to make them aware is through advertising. And by doing that, you take them from the Awareness Stage to the Evaluation Stage.

In Evaluation, the prospect is contemplating options to solve their problem. They’re evaluating what they want to do, if anything at all (deciding not to solve their problem is a possible outcome at this stage). Or they might decide to buy from your competitor instead.

But with the right targeting and marketing, a successful campaign will move a prospect from the Evaluation Stage toward the Conversion Stage. So here, you want them to buy for the first time, or buy from you again.

This might feel confusing or overwhelming, but don’t worry, we’ll cover lots of specifics on who/what/when as this Playbook unfolds.

Reach Your Cold Traffic: Goals & Offers

Cold traffic is anyone who’s never heard of you before. You have to introduce yourself to them. They’re the ones in the Awareness Stage.

Cold traffic is the new blood of your business. This is how you’re going to expand your business and go into new markets and put yourself in front of new people.

If you have a brand-new business, you have to start with cold traffic. If you have any existing customer base, it’s still essential to run traffic to cold audiences.

People will want to hop straight to people in the Evaluate and Convert Stages (warm and hot leads respectively, which we’ll talk about in the following lessons) so you can monetize, but if you aren’t bringing new people into the business, your business will have trouble growing.

Going out to new audiences creates awareness.

But this doesn’t mean you’re going to take your product or service straight to cold traffic. That’s like meeting someone at a bar and asking them to marry you. Sounds comical, but it’s a mistake many marketers make. Many will run an ad to cold audiences and try to get them to buy their core offer immediately. It’s like, “Nice to meet you! Wanna buy my $100 product? Don’t forget the upsell!” How often do you think that works?

Think of cold traffic as an introduction, a handshake, a hello.

You want to use cold traffic to introduce your brand to your target market, give them value, build trust, and establish yourself as an authority. It’s your first impression.

Goals of Cold Traffic:

  • Introduction/Indoctrination
  • Pixel them: If you have a Facebook Pixel or Google Re-marketing Pixel installed on your website, landing page, or wherever you’re sending traffic, when that visitor clicks from your ad to wherever you’re sending them, you’re going to drop a cookie on your browser and you’ll be able to run traffic to them in the future. So you can nurture them through your funnel. It’s a big goal for cold traffic to pixel, so you can build your lists of pixeled audiences and run ads to them at a later date.
  • Segmentation: If you’re able to get your audience to click on specific or segmented topic of your business, then you can make them a more relevant and personalized offer down the line because you know their interests better.

Now that you know who your cold audience is, what should you talk to them about?

This is a list of ideas that you can send to cold traffic. There’s, of course, a ton of cold offers that you can make outside it, but here’s a good place to start:

  • Blog posts
  • Social media updates
  • Content videos
  • Podcasts
  • Lead Magnets
  • Quiz/survey
  • White papers

These are offers we can make to cold traffic so we can offer value and equity before we ask them to buy. This is where you want to start. You want to start by providing value at the Awareness Stage, and nurturing to the next step.

Here are some examples:

You want to start by providing value at the Awareness Stage, and nurturing to the next step.
You want to start by providing value at the Awareness Stage, and nurturing to the next step.

One of our best performing cold traffic ads is our “Sh*t Marketers Say” ad. It’s funny and relatable and has been a great way for us to drive brand awareness.

Or this video ad that drives to a related blog post.

This video ad that drives to a related blog post.
This video ad that drives to a related blog post.

Reach Your Warm Traffic

If we continue the relationship metaphor, warm traffic are your acquaintances. They’ve interacted with you and are aware of you now. People who have visited your website, liked you on Facebook, or shown some interest in you in return. At this point, they may even be evaluating the products/services you sell.

The goal here is to turn these warm audiences into leads or sales.

They could be leads that opted into your email list. They could be people who’ve visited your website and you’ve pixeled them and started to build these custom audiences or these remarketing lists on Google. They could be Facebook fans, Twitter followers, YouTube subscribers, etc.

So these people are more in the Evaluation Stage. They’re familiar with your business and market, but they might not have been interested enough or ready to buy yet. So you need to convince them or otherwise move them to the Conversion Stage.

So you’re going to run ads to your warm traffic to encourage them to convert to a lead or a buyer. You’ve already introduced yourself. They know who you are and what you’re about, so it’s time to make the move.

There are 2 goals of warm traffic: converting these people into leads or to generate low-dollar sales. The goal you’ll be going after will vary depending on your business, the situation, and the marketing funnel.

So you know who you’re talking to, but what are you talking to them about?

Let’s go over some warm traffic offers:

  • Lead Magnets: these are really best for warm traffic. You’re going to give them something to engage with for their email
  • Quiz/survey
  • Free/paid webinars
  • Flash sales/low-dollar offers: these are great ways to turn people into buyers with something that’s easy for them to say yes to
  • Product demo: This is great if you’re selling a SaaS
  • Branding videos: show more about you and your business, allow them to get to know you and overcome objections
  • Book (free or paid)
  • Free trial

Here are some examples from DigitalMarketer.

The first is for a Lead Magnet that asks people will ask people to opt-in to our newsletter in order to get the download:

The first is for a Lead Magnet that asks people will ask people to opt-in to our newsletter in order to get the download.
The first is for a Lead Magnet that asks people will ask people to opt-in to our newsletter in order to get the download.

And this one to sign up for a webinar…

And this one to sign up for a webinar…
And this one to sign up for a webinar…

If you’re stumped on what to offer your warm audiences, start by asking: What assets do I have? What audience do I have of people who have gotten to know me? And what offers can I make to really convert them?

Reach Your Hot Traffic

Hot traffic are your buyers, whether they’ve spent $1 or $1,000 with you. Going back to our relationship analogy, these are your friends or someone you’re in a serious relationship with.

We’re going to try to ascend them, to get them to buy again, or buy something different. This is going to really depend on what kind of business you have and how your business is set up, whether you’re offering products or services.

But think of this audience as people who have already purchased from you.

Think: how can we increase the customer value here? How can we make more money?

Now you want to get them to buy again or reactivate them—which is to remind them that you still exist (just in case they forgot).

Most of your communication with hot traffic is going to be through retargeting ads and email marketing.

Goals of Hot Traffic:

  • Activation: Remind a customer who’s purchased from you before that you still exist
  • Activation: Offer them a product that’s different than what they purchased before. Maybe they purchased a low-dollar offer and you follow up with them about buying a high-dollar product they’ve yet to buy. Maybe it’s time to start talking to them about something else so you can activate and ascend them
  • High-Dollar Sales: How can you increase the value of customers? What can you upsell them to or ascend them to—your higher-ticket offers with greater profit margins?

Now that you know who you’re talking to, what are you going to offer them?

Some Hot Traffic Offers:

  • Events
  • Paid webinar: They know you well enough now to really invest their time
  • High-dollar offers: Your core offers and profit maximizers that you can ascend and upsell people with
  • Done-for-you services: They just bought something on X topic, do they want you to just do it for them?

These are all offers that are perfect for hot traffic. People leave a lot of money on the table because they think that paid traffic should only be used to get people in the top of the marketing funnel. They aren’t following up. They aren’t using paid traffic to talk about their high-dollar services, either. They’re just using traffic to run traffic to blog posts or ask for the opt-in. They’re not using traffic to sell higher dollar services or ascend them to the next thing.

Not many people are running traffic to their current buyers, their hot traffic. And those who aren’t are leaving money on the table.

Here are some of the ads we’re running to our hot traffic:

Here are some of the ads we’re running for our hot traffic.
Here are some of the ads we’re running for our hot traffic.
Here are some of the ads we’re running for our hot traffic.
Here are some of the ads we’re running for our hot traffic.

Now let’s move on to creating and setting up your cold traffic campaigns.

Create Cold Traffic Campaigns

Start Here: Cold Traffic

So now it’s time to talk about how to actually set up these campaigns, how the different traffic temperature campaigns differ, how to decide how much money to spend (and where), etc.

To do that, we’re going to work on a ratio.

Let’s assume you’re spending $10/day on traffic. In that case, your ratio would look like this.

Let’s assume you’re spending $10/day on traffic. In that case, your ratio would look like this
Let’s assume you’re spending $10/day on traffic. In that case, your ratio would look like this.

That’s:

  • $6 for cold traffic
  • $3 for warm traffic
  • $1 for hot traffic

…which equals $10 per day.

Essentially, you’re spending 60% of your ad budget on cold traffic, 30% on warm traffic, and 10% on hot traffic.

NOTE: We’re not saying you should only spend $10 a day on traffic. It’s more a guidepost of how you can spend your money across different kinds of traffic campaigns. But you can spend only $10/day and see results. If you really want to get back good data, we suggest spending at least $30-$50 a day.

So no matter what you’re willing to spend for traffic daily, 6/3/1 is really the ratio we suggest using.

With that in mind, here’s how you’d want to approach a Facebook ad to cold traffic. Let’s say you’re running cold traffic to one of your blog posts:

  • Campaign budget: $6/day (depending on how you apply the ratio)
  • Success metric: CPP (cost per pixel)
  • Facebook objective: Get More Website Visitors
  • Facebook bidding: If you use bidding, bid 6 cents higher than the highest suggested bid so you have a better chance at beating your competition
  • Audience size: 500k-1MM, based on their interests

Targeting Your Cold Traffic

There really isn’t a more important aspect of this campaign than the targeting you use when going out to cold traffic. You could create the perfect marketing message and ad copy, but if you put it in front of the wrong audience, it’s going to fail.

The targeting for warm and hot campaigns gets easier. We’re just using our Custom Audiences. But this is really where it all starts:

Where is your target market (AKA customer avatar) hanging out?

It all has to do with being specific. To do that, we like to use the “but no one else would” trick.

For instance, a [enter your market here] enthusiast will know who XYZ is, but no one else would.

Here’s an example of what we mean by that: a golf enthusiast would know who Bubba Watson is, but no one else would.

Hell, YOU might not even know who Bubba Watson is! But say we’re selling golf clothing and accessories: We’re trying to reach people who actually play golf on a regular basis and do it enough to want to buy new clothing and accessories.

So a lot of marketers would go to set up their campaign, and they would think, “Okay, what are golfers interested in? I should probably target Tiger Woods.”

But that’s way too broad. Tiger is an international celebrity. He’s known in the media for things other than golf. Everyone knows who Tiger is! People who aren’t interested in golf are interested in Tiger Woods.

So Tiger would not be specific enough. This is all about being specific. Ask: where is the avid part of your market hanging out?

So Tiger Woods would appeal to non-golfers. He’s way too broad. Phil Mickelson, on the other hand, he’s not as well-known as Tiger, but you might still know who he is because you watch golf with your dad. He’s still not specific enough.

But Bubba Watson, he’s a mid-level golfer who’s become more popular in the past few years, but only people who watch golf enough or pay attention to golf and play would know who Bubba Watson is. He’s a great person to target for your cold audience members who are golf enthusiasts.

He’s a great person to target for your cold audience members who are golf enthusiasts.
He’s a great person to target for your cold audience members who are golf enthusiasts.

We can’t emphasize this enough: you must be specific. To target cold traffic effectively, you have to get really specific with what they’re interested in, and you do that with the “but no one else would” trick.

So when you’re setting up your targeting for cold traffic, there are a few ways that you can go about this.

  • You are your customer avatar—going back to our golf example, you’re someone who plays golf all the time and that’s why you sell golf accessories. Then you can answer these questions below.
  • If you’re not, you need to interview someone who IS your target market. So maybe you need to call your dad or your friend—someone who is that avid golfer—and ask them these questions.
  • If you don’t have that option, you need to do research. You need to use forums, search Google, figure out where the avid part of this market is hanging out. Again: don’t just slap something broad up there. This is the biggest issue we see with traffic campaigns is that people aren’t being specific enough in their targeting.

Next, you can ask the following questions to really hone in on the “but no one else would trick.” The questions below will help you target better and get really specific so you can reach cold audience members who will be interested in your offer. Fill out these questions as much as possible. They may not all be applicable and that’s okay:

  • Who are the authority figures, thought leaders, or big brands in your niche?
  • What books, magazines, or newspapers does your ideal customer read?
  • What events do they attend?
  • Which websites do they frequent?
  • Where do they live? This is more important for local businesses, but it can still make a difference. Are you trying to sell golf lessons in winter to people who live in the North?
  • What tools do your customers use? This could be anything from what brands of golf clubs they use, to what tools they use online to build their blog.
  • What’s SPECIFICALLY UNIQUE about this group? We can’t emphasize this enough!

Once you answer these questions, you can hop into Business Manager and start to create your targeting.

You’ll notice in the example below that we took some interests around golf after we filled out that questionnaire. And the interests that we ended up filling out were:

You’ll notice in the example below that we took some interests around golf after we filled out that questionnaire. And the interests that we ended up filling out were.
You’ll notice in the example below that we took some interests around golf after we filled out that questionnaire. And the interests that we ended up filling out were.
  • Bubba Watson
  • Brooks Koepka (he’s another golfer like Bubba Watson)
  • Matt Kuchar another golfer similar to Watson
  • The Player’s Championship. This is a PGA Championship but it’s lesser-known than golf tournaments like the Masters or the U.S. Open. Only people who are really interested in golf would target these interests

The above examples all fit the “but no one else would” trick.

We left age and gender wide open for testing, but that’s also because golf is a broader market that spans across ages and genders.

We left age and gender wide open for testing, but that’s also because golf is a broader market that spans across ages and genders.
We left age and gender wide open for testing, but that’s also because golf is a broader market that spans across ages and genders.

So if you’re selling something specific to an age group or gender or a certain area, then think about defining those parameters. Otherwise, we recommend leaving those fields open so you can test and learn new things about your audience and who actually want to hear from you.

Like we said earlier, you’re aiming to target a potential audience of 500,000 to 1 million people. So in the example above at 500k, we’re right on the money.

Create Your Ad Copy & Creative for Cold Traffic

Now we’re going to talk about ad copy and creatives for your ads to cold traffic.

One of the things you’ll see in the screenshot below is that this ad is very copy-heavy.

One of the things you’ll see in the screenshot below is that this ad is very copy-heavy.
One of the things you’ll see in the screenshot below is that this ad is very copy-heavy.

The copy is long and descriptive of what the user is going to gain. That’s very important with cold ads because we want the ad to scream value.

NOTE: It also works to put [Blog Post] in brackets in the headline so that people know what content they’re going to get on the other side, so that’s something you can consider doing and testing with your cold audiences.

Another thing to keep in mind when you’re designing your ad is what we call “ad scent.”

Ad scent is the act of ensuring that when someone clicks on your ad, the landing page you direct them to has the same characteristics as the ad they clicked. If they land on a page that looks nothing like what they clicked on, they’re going to be alarmed and jarred, and they’re likely to lose trust and bounce. You’ve just lost your chance at converting them.

So you want to maintain a similar look in the design and a similar tone in the copy throughout the campaign. From your ad to your landing page to your Thank You Page.

No matter your business or industry, your cold traffic ad should have these universal elements.

At the top of the ad, you want to keep it copy-heavy. What’s the benefit to the content? Remember this is likely the first time they’re seeing something from you. So you have to give them a reason to click. What’s the benefit for them?

When designing your ad’s creative, you want to make this actually look like content. With the image, you want to use something that’s branded or something that portrays the marketing message and is congruent with design elements that they’ll see on the next page.

With the headline, we usually use whatever the headline of the blog article is. This way, you’re maintaining ad scent.

So those are the key elements of an ad to cold traffic. Remember, it’s very important to…

  • Make your ad look like content
  • Maintain ad scent from the ad over to the piece of content or landing page
  • To give value

Set Up Your Cold Traffic Campaign

Let’s show you how to set up your cold traffic ad. More often than not, with a cold traffic ad, you’re going to want to drive traffic to your website, and that’s what we do at DigitalMarketer for cold traffic ads. But your business may have different goals, so test out what works best for you.

To create a Website Visitors ad:

  1. Go to your Facebook Page
  2. Select “Promote.” You can find it in the bottom-left corner of your Page
  3. Select “Get More Website Visitors”
  4. Fill in the details for your ad. Facebook will automatically suggest text, images, and other details based on your Page, but you can change these based on your needs and goals. Look for the following sections to create your ad:
  5. Ad Creative: Provide a URL, text, and select an image or video for your ad. You can also use a carousel format in your ad. This format lets you show multiple images with their own unique headlines and click-through links
  6. Audience: Choose a recommended audience or create a new audience based on specific traits. If you create a new audience, this is where you want to edit the audience that you want to target. So think back to the golf example and our “but no else would” trick. Aim to hit the sweet spot of 500,000 to 1 million people
  7. Daily Budget: Select a recommended budget or provide a custom budget. According to the $10/day ratio, this will be a $6 budget. And remember, if you have more to spend, it’s the 6/3/1 ratio that’s important, not so much the $10.
  8. Duration: Select one of the suggested time frames or provide a specific end date. We recommend that you don’t schedule an end date. At DigitalMarketer, we let a cold traffic ad run for 3-5 days so we can see how an ad is performing. We’ll optimize or kill an ad based on its performance, but you want to give it time to perform first before you make any changes or decisions.
  9. Payment Method: Review your payment method. If you need to, you can change or update your payment method
  10. When you’re done, select “Promote” in the bottom right

Source: Facebook for Business Help Center

Here are some tips and things to keep in mind when setting up your cold traffic ad:

  • When editing your audience, location/age/gender will be based on your particular business and your product and service. Can you sell outside the United States? Are you a brick and mortar business? Can you legally only sell to people of a certain age? Do you know if a certain gender buys your service or product?
  • But if you don’t have those restrictions, leave age and gender wide open because you’re going to let this ad run for 3-5 days and look at what age groups, genders, etc. are converting the best
  • Again, let this ad run for 3 to 5 days and get an idea of your cost per pixel. How much is it costing you to pixel someone?
  • If you find that your audience size is way over the 1 million mark, the best thing to do is scroll through your list of interest targets and “x” out the largest ones first. That’s a great way to make sure you eliminate any terms that aren’t relevant. (Facebook also suggests related interests, so if your audience is too small, that’s a great way to find additional ones)
  • If you use bidding, bid 6 cents higher than the highest suggested bid. It’s highly unlikely that you’ll actually pay this price unless your ad is really underperforming. Basically, you’re just saying that you’re willing to outbid everyone who’s bidding on these particular terms. Then if you have a high click-through rate, Facebook will reward you for creating a compelling ad, and that’s actually going to lower your cost per click. If you find that this bidding system isn’t working for you, you can always test letting Facebook optimize and test paying per impression. It really depends on the market and your ad and your targeting
  • After you click “Promote” and submit your ad, Facebook will need to approve the ad
  • Then, run the ad as long as possible, as long as the success metric (cost per pixel) is up to par, i.e. are you making more money than you’re spending? Are you breaking even while acquiring leads and sales for your business?

You spent a lot of time researching and building your cold audiences. But that’s going to pay off with your warm and hot audiences, as they both are often faster to create because you already did the heavy lifting with your cold audiences.

Now it’s time to set up your warm and hot ads to run at the same time as your cold ads so they can start building off each other. So you can create retargeting offers to people that you’re pixeling in your cold traffic campaigns.

Create Warm Traffic Campaigns

Start Here: Warm Traffic

Let’s talk about how to set up warm ads for warm audiences.

These are the people that you pixeled with your cold traffic campaigns. Now it’s time to follow up with them.

The plus side of campaigns with Warm Audiences is that we can skip the research that we did with cold audiences. We’re simply targeting our Custom Audiences, which are made up of those from your cold audience who you were able to segment or took your desired action.

With that in mind, here’s how you’d want to approach a Facebook ad to warm traffic. Let’s say you’re running warm traffic to a Lead Magnet or a low-dollar offer:

  • Campaign budget: $3/day (or the “3” in the 6/3/1 ratio, depending on how you apply the ratio)
  • Success metric: CPL (cost per lead) and CPA (cost per acquisition)
  • Facebook objective: You’ll want to use Get More Leads for a Lead Magnet and Get More Website Purchases for low-dollar offers
  • Facebook bidding: If you use bidding, get the most conversions at the best price
  • Audience size: Use your Custom Audiences. If you decide to create a new audience, again, aim for 500k-1MM, based on their interests

Create Your Ad Copy & Creative for Warm Traffic

Your warm traffic ads will differ from the ads you ran to a cold audience.

Your ad copy will be much shorter than what you had in a cold ad. There’s far less text on this ad, it’s more direct response. You want the copy to hit on a specific pain point your warm audience is experiencing. With a specific end benefit and a strong call to action.

Your ad image needs to be very eye-catching. It portrays the message of your ad copy, rather the pain point, the desired end result, or the product they’ll get.

Your headline here is simply a declaration of what the item is, what they’re getting if they click on your ad.

Your headline here is simply a declaration of what the item is, what they’re getting if they click on your ad.
Your headline here is simply a declaration of what the item is, what they’re getting if they click on your ad.

So you’ll see, warm ads are shorter, they’re a bit more to the point. They’re really hitting that pain point or getting to that specific end-benefit. Obviously, your Lead Magnet or low-dollar offer needs to be specific and help solve that pain point you’re referencing or your campaign will fall flat. As long as you have something of value that people want to download or buy, it should be fairly easy to create.

Set Up Your Warm Traffic Campaign

Your warm traffic ad is set up much like the cold traffic ad you made in the last module. But again, you’ll want to use Get More Leads for a Lead Magnet and Get More Website Purchases for low-dollar offers:

  1. Go to your Facebook Page
  2. Select “Promote.” You can find it in the bottom-left corner of your Page
  3. Select “Get More Leads” or “Get More Website Purchases”
  4. Fill in the details for your ad. Facebook will automatically suggest text, images, and other details based on your Page, but you can change these based on your needs and goals. Look for the following sections to create your ad:
  5. Ad Creative: Provide a URL, text, and select an image or video for your ad. You can also use a carousel format in your ad. This format lets you show multiple images with their own unique headlines and click-through links
  6. Audience: Choose “Website visitors and lookalike audiences” or “Your Custom Audiences”
  7. Daily Budget: Select a recommended budget or provide a custom budget. According to the $10/day ratio, this will be a $3 budget. And remember, if you have more to spend, it’s the 6/3/1 ratio that’s important, not so much the $10.
  8. Duration: Select one of the suggested time frames or provide a specific end date. Like with your cold traffic ad, we recommend that you don’t schedule an end date. Let the ad run for 3-5 days to see how an ad is performing before you decide to optimize or kill it.
  9. Payment Method: Review your payment method. If you need to, you can change or update your payment method
  10. When you’re done, select “Promote” in the bottom right

Source: Facebook for Business Help Center

Here are some tips and things to keep in mind when setting up your warm traffic ad:

  • For the location you’ll target in your warm ad, you’ll definitely want to stick to the location(s) you used with your cold traffic ad. But if you have people in other countries who you pixeled with your cold ad, it’s not going to hurt to include those countries. Take advantage of everyone that has been pixeled your website custom audience and make sure to include as many countries or locations (whether city, state, etc.) of people that were pixeled on your site
  • Like your cold traffic ad, for age and gender, leave that wide open initially so you can test to see who responds, you can optimize your ad from there (unless there’s a specific reason, like age restrictions on who you can advertise to)
  • With your warm traffic ad, you’re going to want to place a Conversion Pixel on the Success Page (such as a Thank You Page). So whatever page follows the opt-in page, you want to place the pixel there because you’re telling Facebook you don’t just want people who’ve gone through part of your funnel. You want people who opted in or converted. Doing this will help you create a hot audience of people who’ve converted (as opposed to people who didn’t complete your funnel). So place your pixel on the page directly after opt-in

And with that, you’re ready to move on to the final step: creating ads for your hot traffic—the people who have already bought or opted in from you and you’re going to reach out to ascend them through upsells.

Create Hot Traffic Campaigns

Start Here: Hot Traffic

So, you’ve started to generate leads and sales with your cold and warm campaigns. Now it’s time for some serious retargeting and campaigns that are really going to monetize those “hot” buyers.

Referring back to our traffic temperature, we’re at the hot stage. The Conversion Stage. These are people who have already opted in or bought from you. So if they converted with you once, they’re likely to do it again. Ads to hot traffic are all about maximizing your profit through upsells and ascension offers to these members of your list.

Here’s how a hot traffic campaign breaks down. Here, you’ll be retargeting people through your funnel to offer them your Core Offer or upsell them to a Profit Maximizer Offer:

  • Campaign budget: $1/day (or the “1” in the 6/3/1 ratio, depending on how you apply the ratio)
  • Success metric: CPL (cost per lead) and CPA (cost per acquisition)
  • Facebook objective: You’ll want to use Get More Website Visitors or Get More Website Purchases
  • Facebook bidding: If you use bidding, again like your cold traffic campaigns, bid 6 cents higher than the highest bid
  • Audience: Use your Custom Audiences

You’ll want to approach this like a marketing funnel…

You have your Lead Magnet, low-dollar Entry-Point Offer, Core Offer, and Profit Maximizer. So right off the bat, if you’re not just running traffic to one funnel, you want to look at this hot traffic temperature retargeting as down-the-funnel retargeting. If someone has opted-in or bought your Entry-Point Offer, but they didn’t purchase your Core Offer or Profit Maximizer, this retargeting is going to remind them and ensure that you’re retargeting down the funnel.

As you create your hot traffic ads, you really need to think about your campaign as: How can I get them to take the next step after they’ve purchased?

Create Your Ad Copy & Creative for Hot Traffic

Now let’s talk about your ad copy and creative for down the funnel.

For your copy, if you’re retargeting someone who didn’t buy your offer, start off by saying, “Did life get in the way? You forgot to take advantage of this deal?” You can use this copy for every single one of your retargeting hot traffic ads, no matter what it is your selling.

Number 1, this saves you time. Number 2, you aren’t acknowledging that they said no. Number 3, you’re not blaming them or accusing them for not buying. Life simply got in the way, it happens to us all.

A lot of times when people don’t advance in your funnel, they’re not ready to take the next step. Sometimes something happens and they have to get off the computer, they’re just not ready to purchase.

You need to get back in front of them and remind them to purchase without acknowledging that they said no. So this is a psychological play: you’re just reminding them that this offer is still on the table.

If it’s not a retargeting ad to hot traffic and simply a new offer to your hot traffic, then you copy will be very similar to your warm ads. Your ad copy will be short and to the point. It’s more direct response. You want the copy to hit on a specific pain point your hot audience is experiencing. With a specific end benefit and a strong call to action.

With the image to hot traffic, you want it to be similar in look and feel to the previous ads they’ve seen from you. For instance, your color palette on the ad is similar, but it’s different enough that prospects don’t think it’s the same ad. Which is important. It looks familiar to them, but it’s not the same ad.

The goal here is that there’s a familiarity to it. Like you’re continuing a conversation.

With the headline at the bottom of your ad, either acknowledge that they downloaded or purchased their previous step (from your warm ad).

But if you don’t want to acknowledge their previous step because you feel that might be a little bit creepy, then use the specific end-benefit of this offer for this headline. Ask them to take the next step, whatever that means for your business or your funnel (for instance, if they’ve already bought your Core Offer then the next step is your Profit Maximizer).

Ask them to take the next step, whatever that means for your business or your funnel (for instance, if they’ve already bought your Core Offer then the next step is your Profit Maximizer).
Ask them to take the next step, whatever that means for your business or your funnel (for instance, if they’ve already bought your Core Offer then the next step is your Profit Maximizer).

Set Up Your Hot Traffic Campaign

This one’s going to be very similar to how you set up the cold traffic campaign. In fact, if you select “Get More Website Visitors” it’s identical, except that instead of targeting your audience’s interests, you’re going to target a custom audience.

For instance, if you’re retargeting people who opted-in but didn’t buy your Core Offer, we’ll select that as the custom audience. That will be the targeting instead of the interest targeting we explained in the cold traffic section of this Playbook (think back to the “but no one else would” trick).

Here’s how to set up your hot ads:

  1. Go to your Facebook Page
  2. Select “Promote.” You can find it in the bottom-left corner of your Page
  3. Select “Get More Website Visitors” or “Get More Website Purchases”
  4. Fill in the details for your ad. Facebook will automatically suggest text, images, and other details based on your Page, but you can change these based on your needs and goals. Look for the following sections to create your ad:
  5. Ad Creative: Provide a URL, text, and select an image or video for your ad. You can also use a carousel format in your ad. This format lets you show multiple images with their own unique headlines and click-through links
  6. Audience: Choose “Your Custom Audiences”
  7. Daily Budget: Select a recommended budget or provide a custom budget. According to the $10/day ratio, this will be a $1 budget. And remember, if you have more to spend, it’s the 6/3/1 ratio that’s important, not so much the $10.
  8. Duration: Select one of the suggested time frames or provide a specific end date. Like with your cold traffic ad, we recommend that you don’t schedule an end date. Let the ad run for 3-5 days to see how an ad is performing before you decide to optimize or kill it.
  9. Payment Method: Review your payment method. If you need to, you can change or update your payment method
  10. When you’re done, select “Promote” in the bottom right

Source: Facebook for Business Help Center

Here are some tips and things to keep in mind when setting up your hot traffic ad:

  • By Customer Audience, you’ll name this audience. Be specific with your name so you can easily keep track of your custom audiences. As time goes on and you create more campaigns, you’ll have a lot of custom audiences. For instance, “Blog template, opted-in but didn’t purchase”
  • Locations will work just like they did for warm audiences. You need to make sure you’re including locations where people live who have been pixeled. So look at the people who opted-in, see what countries they live in. It’s okay to include as many countries as you want who are within your audience (as long as you can fulfill delivering your offers to those countries) because you aren’t going to include anyone who wasn’t pixeled

And with that, you’ve got a paid traffic system!

Think about this system, think about the bigger picture here and how this applies to your business. This isn’t going to apply exactly the same to each business. You know how to set the ads up, you know how to build these audiences. You know how to generate leads and sales. So think about how it works best for your business.

What’s Next?

Now get out there and launch some Facebook ads.

Published by Silvia Emma

, helps boost confidence, impact, communication and presentation skills and image to create positive change in your business and life.