I’ve got a secret that I want to share with you.
This secret helped one of my very first clients to 13x their return on investment with ads and we still work with them to this day. We do this with my go-to three-tier strategy.
This client has a crazy specific niche, literally every year they only have an audience of 100,000 – 200,000 people.
With such a specific niche, their attribution is longer than Facebook’s normal 28-day attribution window.
Our goal for the client is to gain brand awareness, registrations, and sales through roughly $100 a day in ad spend.
Are you ready to hear how this magic works?
Before you run Facebook ads, let’s talk about some tasks you should have completed in order to have the best possible outcome.
Step one: know your audience.
You should know who the audience is and what will resonate with them.
Step two: have a landing page to sell your amazing offer to solve a problem your audience has.
Step three: install the pixel on your landing page.
Step three is super important for the three-tier strategy.
Without the pixel, you will not be able to target the people who are interacting with your landing as a result of the ad. Step three is super important for the three-tier strategy.
Tier one is all about brand awareness.
What we do is create 4-5 videos that we run with 3 audiences for reach and video view objectives.
This primes the audience by introducing them to the brand.
We take those 4 videos with 3 audiences and create 12 ad sets which we run at $1-2 dollars a day for a week.
After that week is over we adjust the ad spend to be $15-20 a day across all these ads.
Sounds simple enough right?
Tier two is all about retargeting to get registrations.
We retarget the audience that interacted with tier one ads to the webinar that is offered with those exact same videos.
By previously having introduced them to the brand we are able to achieve an unheard of 79% attendance rate.
Can you believe that?
All of this is achieved at roughly $75 a day.
It’s all about building trust.
Just think about when you meet someone for the first time generally you are way more likely to get them to do something with you or for you after that first impression is made.
Keep that in mind when you are running ads, people unsurprisingly don’t act differently online than they do at a party or playdate.
Tier three is all about sales and it converts like crazy.
We focus on targeting people who registered for the webinar if they attended or not. We dedicate about $5 dollars a day on this tier.
With this audience, we simply send them to the sales page and watch the magic happen.
The crazy thing is this tier gets us our lowest cost per result.
One caveat to remember is to exclude the buyer list so anyone who has already bought from you doesn’t see the ads again.
Be sure you know the Facebook ad policies inside and out.
Facebook not only scans your ads but also your landing page, by following the policies they layout this will ensure that your ads are approved.
Remember Facebook doesn’t create these policies to make your life difficult, they are there to protect them as well as you.
Outside of this strategy we, of course, run an evergreen ad set as well.
In everything we do, it all boils back down to sales.
In the case of the three-tier strategy we want to keep in mind the fact that each additional time a customer sees the brand the more likely they are to purchase.
Customers are more likely to purchase after interacting with a brand 7 times which is why this system works so well.
This three-tier strategy is timeless.
It works for this client, and the next client and the next one.
If it can work in such a specific niche it can work for you.
I created an awesome resource to support you with Facebook Ads – my free Facebook Ad Bundle. Grab it here: https://rachelpedersen.clickfunnels.com/ad-bundle
