SaaS Scaling Framework for Facebook Ads

SaaS
Scaling
Framework
for Facebook Ads

SaaS Scaling Framework for Facebook Ads
Welcome to Zammo Digital
Why SaaS?
Zammo Digital is a boutique, performance-focused Facebook Ads agency
specializing in helping B2B SaaS companies accelerate growth and achieve scale
through Facebook Ads. Our success comes from following our proven systems and
processes for continuously testing and scaling Facebook ads campaigns that are
optimized to reduce acquisition costs and increase ROI.
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Some of our Awesome Clients
Several years ago, we made the decision to focus on SaaS because we loved the
community and the subscription business model. In addition, we also discovered
that most SaaS companies have a very clear offer that doesn’t change very often.
This allows us to continuously refine and improve your ad campaigns for that offer
rather than constantly testing multiple offers as is often the case with ecommerce.

Client Testimonials
"Since Zammo Digital started managing our Facebook
campaigns, we've seen a 44% decrease in our cost per lead
and we're getting 11X more signups per month compared to
the previous agency we were working with."
Clark Valberg, CEO of InVision
“Aaron and his team at Zammo Digital feel like an extension of
our marketing team. Zammo has succeeded big time in
making Facebook a viable growth channel for DigitalOcean.”
David Dorman, Director of Growth and Demand
Generation at DigitalOcean
"Aaron is super smart when it comes to driving growth from
Facebook. Definitely recommend taking his advice if you're
looking to make Facebook a growth channel for your
subscription business."
Morgan Brown, Growth Hacker, Author of Unlocking
Growth, and Former COO of Inman
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About This Framework
This SaaS Scaling Framework for Facebook Ads is a condensed outline of the
systems and processes that we follow at Zammo Digital to explode the numbers of
free trials, demo requests and leads that we generate for our B2B SaaS clients.
After spending millions dollars and generated nearly a million signups and leads
for our SaaS clients, we’ve developed this framework to help us to consistently
deliver the results that our clients are looking for.
This framework is intended for aggressive B2B SaaS marketers who are dedicated
to scaling fast and delivering the results that their Founders, Investors and Boards
are expecting.
This report is here to help you create your system for scaling your Facebook ads to
the next level.
Please note that this report doesn’t include many specific “what’s working now”
optimization strategies. That’s because Facebook is always changing and many
specific optimizations that work today probably won’t work in three months from
now. In stead, this report focuses on the systems and processes that aren’t likely to
change any time soon.
However, if you need so extra help, you can jump to the end of this document to
schedule a 1-on-1 Scale Session.
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The SaaS Scaling Framework
The key to success with Facebook ads is to always follow a process and system for
continuous growth and improvement. At Zammo Digital, our framework is built
around the three pillars of:
These three pillars are all part of an ongoing process and they are all continuously
integrated with each other.
TEST
• Identify Audiences
• Clarify Messaging
• Iterate Images
OPTIMIZE
• Install Automation
• Analyze Data
• Consolidate Ads Sets
SCALE
• Increase Budgets
• Expand Audiences
• Add Platforms
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TEST: Identify Audiences
The key to success with Facebook ads is to “Always Be Testing” and to run your
tests in a systematic and scientific way. Our process is to always start with
identifying our most profitable audiences.
Some of the audiences we always test:
• Retargeting
• Interests and Behaviors
• Lookalikes
• Custom Audiences
• Facebook Fans
You should also test placements
• Desktop vs Mobile
• Facebook vs Instagram
When getting started it’s important to use proper research to identify the most
relevant interest, behaviors and demographics to target your ideal customer
persona. Here are some categories to consider:
• Software Used
• Professional Organizations
• Blog and Websites Visited
• Industry Influencers
• Competitors
• Job Titles
• Fields of Study
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TEST: Clarify Messaging
After we’ve identified some of our most profitable, winning audiences, it’s time to
move on to testing messaging. Sometimes, the standard messaging from your
website isn’t powerful enough to move people to click on your ads.
Inspiration for Messaging and Ad Copy:
• Write 10 different headlines and text versions to test in your ads.
• Keep an updated swipe file document with powerful copy you find from other
ads. How can you customize that copy to make it your own?
• Add “Power Words” to your copy. Part of your ad creation process should be to
review a document with emotional trigger words.
• Try adding emojis to you copy (but don’t over do it).
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TEST: Iterate Images
Testing image styles is one of the most important and time consuming processes.
In order to stay profitable and scale your Facebook ads long term, you’re going to
need to test a lot of images.
Not all ad images that you test are going to succeed. So make sure that you always
have new ad concepts ready to run with when your current winners start to die
out.
It’s important to have a process for coming up with new creative ideas. Here are
the ways that we keep our account managers inspired to consistently come up
with new fresh ideas:
• Maintain and constantly review a swipe file with examples of great ads. We are
constantly taking screenshots of ads we like to add to our internal files.
• Consistently review ads from competitors and other companies in your industry
(and other industries).
• Test different ad styles (images of people, illustrations, videos, etc)
The two most effective image styles we get the most conversions from for our
SaaS clients are Photo Ads and Illustration Ads. Our the data shows that photo ads
almost always outperform Illustration ads.
Illustration Ads Photo Ads
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TEST
Getting started testing…
When we start a new client project, we always want to test Audiences, Messages
and Images in the most systematic way.
Here’s the 3-step testing process that we use to launch each new client
engagement:
1) Test 5-10 Audience – During this initial stage, we use a single ad creative to
test 5-10 audience (one ad set per audience). After we identify a winning
audience, we move to stage 2…
2) Test 5-10 Message Variations – At this stage, we want to create and test 5-10
new ads that each have different copy. All these ads should target the same
audience (our winner from step 1) and use the same image. During this stage,
we want to uncover 1-2 winning copy variations.
3) Test 5-10 Images – After we have identified a winning audience and winning
messaging, it’s time to test images. Test your new ads each with a new image
and using both our winning audience and winning messaging.
By the end of this process, you should have found a winning ad creative (copy and
image) as well as a winning audience that you can use to slowly start scaling. You
can also go back and test your new winning ad against some of the other
audiences that didn’t work in your initial test.
This process should take around 10-14 days. The key is to be systematic and to
only change one variable at each stage in your testing. We want to keep this as
scientific as possible.
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OPTIMZE: Install Automation
Setting up simple campaign automation is the key to consistently scaling your ads.
And to making sure that you don’t allow losing ads to lose too much money.
These are the four automation rules with set up for our SaaS clients:
• Increase budgets for winning ad sets
• Decrease budgets for ad sets with high acquisition costs
• Pause ads and ad sets that are losing money for too long.
• Reactive ad sets and/or ads that got paused before conversions came in
Click here to learn more about Automated Rules for Facebook Ads
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OPTIMZE: Analyze Data
Let your data inform your decisions.
Don’t be emotional about your decisions.
Part of your weekly and monthly processes should be to perform a deep dive into
your campaign data. Export your Facebook data into Excel and use Pivot Tables
and Conditional Formatting to uncover trends in your ads.
Look for opportunities based on different metrics such as:
• Gender and age
• Ad placements
• Conversion devices
• Locations
• Create Types
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OPTIMZE: Consolidate Ad Sets
Through your ongoing testing, your campaign and ad set organization and
structure will naturally get a little messy.
Make sure to set a time each month to consolidate your winning ads and
audiences into “Super Ad Sets”. This will enable the Facebook algorithm to
optimize more quickly and to help you to scale to greater heights.
Tips:
• Create a single audience with all your winning interests or Lookalikes
combined.
• Combine 3-5 winning ads in a single ad set.
Please just make sure that you understand how the algorithms works so you don’t
accidently break your winning ads.
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SCALE: Increase Budgets
Increasing budgets is the easiest and fastest way to scale. But it is limited.
As you increase your budget, ads will fatigue more quickly and need to be updated
more frequently.
Based on our experience, as well as conversations with Facebook account reps, you
can safely increase your ad set daily budgets by 20%-30% per day without
resetting the algorithm’s learnings. If you are using campaign level budgets, you
can adjust budgets as much as you want without effecting algorithms.
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SCALE: Expand Audiences
Once you’ve got your Facebook campaigns and ads dialed in, it’s time to scale.
Now that your pixel and algorithm are optimized, it’s time to expand to larger and
fresher relevant audiences.
Here are a few ways to expand to new, fresh audiences:
• Expand from Interests to Lookalikes
• Expand from 1% Lookalike to 2% Lookalike (or bigger)
• Expand from Facebook only to Instagram also
• Expand to more countries
• Expand to more placements (Right column, Audience Network, Instagram
Stories, etc)
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SCALE: Add Platforms
Once you’ve got your Facebook ads running smoothly using the Test, Optimize,
Scale Framework, it’s time to add on more ad platform such as:
• AdWords
• Twitter
• YouTube
• LinkedIn
• Quora
• Etc.
The research that you’ve done to identify profitable audiences and ad creatives on
Facebook can usually be transferred over to these additional platforms for some
quick and easy wins.
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The Growth Mindset
The framework explained in this document is provided to help you develop a
system to test, optimize and scale your Facebook ads to the next level.
To succeed you need to develop the growth mindset and follow the system.
The truth is that any marketer who dedicates enough time and money towards trial
and error and learning and testing Facebook ads can achieve a certain level of
success. But without a process and systems for continuous testing and
optimization it will be very difficult to scale big and reach your company’s full
potential.
However, if you’re anxious to start seeing results quickly, then we might be able to
help…
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Next Steps…
If you’re anxious to start seeing BIG results from your Facebook ads quickly, then
you’re invited to schedule a 1-on-1 Scale Session with me.
On the call we’re going to discuss the following:
1. Your goals, your offers and your funnel
2. How you’re currently running your ads and what your process looks like
3. Some of the systems that we use to scale large B2B SaaS clients like InVision
and DigitalOcean
4. A game plan for you to scale your Facebook ads user acquisition to the next
level
Schedule A Call
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Case Studies
Lowered DigitalOcean’s CPA by 15% and increased the volume
of new customer signups from Facebook ads by 330%.
Read the full case study here.
Reduced InVision’s CPA by 44% and increased monthly lead
volume by 1100%. Read the full case study here.
6X increase in monthly recurring revenue (MRR) with 10,000+
new software demo requests.
Click here for more case studies
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Thank You
Thanks for checking out our special SaaS Scaling
Framework for Facebook Ads. This framework is your
system for scaling your Facebook campaigns to the next
level.
If you’re looking to get started faster or you don’t have the
time and resources to implement this plan yourself, then I
encourage you to schedule a 1-on-1 Scale Session with
me.
Click here to apply for your Scale Session call.
Send me an email and let’s schedule a time for us to chat.
Speak soon,
Aaron Zakowski
CEO and Founder of Zammo Digital
aaron@zammodigital.com
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