Dmitry's presentation from the Affiliate Summit West 2019 on how to start every Facebook ads project, that he presented on the Time 4 marketing podcast.

1. TargetChoice
Dmitriy Kruglyak
CEO, TargetChoice
dk@targetchoice.com
How to Start a Facebook Ads
Project: 4 Must Have Phases

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Facebook Ads: Why Should You Care?
• Facebook advertising works for many
• Perhaps your competition
• Should it work for you too?

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Insight: Tools Are Not Solutions!
How Do You Pick
from Hundreds of
Options?

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The Problem: Facebook Ads are Complex!
#$%@ I just forgot
about...

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Solution A: Ignore the problem!
• Cowboy Approach
• Shoot from the Hip
• Try Random Ideas
• Rely on Luck
• Might Even Work!
• Learning Experience

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Solution B: Process & Methodology

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Process: A Checklist of Checklists

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Phase 1: Qualification
Goals
• Where are you now?
• Where do you want
to get?
• Target Metrics:
Volume, CPA, Sales?
• Can you handle
scaling and growth?
Resources
• What can your
business support?
• Media budget:
testing vs. scaling?
• Rely on experience or
learn as you go?
• Who will manage it?
Urgency
• Are you committed
or dabbling?
• What happens if you
don’t do this?
• Can you handle and
manage the risks?
• Go / No-Go?

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Phase 2: Diagnostics
Known
Knowns
• Past campaign
results
• Successful ad
angles & offers
• Tactics driving
sales now
Known
Unknowns
• Things you
have not tried
• Competitors’
strategies
• Problems you
are aware of
Unknown
Knowns
• Failed tracking
& attribution
• Misinterpreted
data & results
• Research you
haven’t done
Unknown
Unknowns
• Major industry
disruptions
• Facebook
product & rule
changes
• Acts of God!

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Phase 3: Build (Customer Journey)
 Ad Views
 Ad Clicks
 Page Views
 Lead Captures
 Triggered Emails
 Sale Transactions

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Phase 3: Build (Tracking & Audiences)
Buyer Emails
1% Lookalike
Explainer Video
95% Views
Lead Website
Pixel 30-Day
Lead Website
Pixel 30-Day
New Lead Email
Onboard Sequence
New Buyer Email
Upsell Sequence
Purchase Website
Pixel 30-Day

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Phase 4: Execution
Design Test
• What do we know?
• What is the top thing
we don’t know?
• What are we trying
to prove or learn?
• What would success
or failure look like?
Run Test
• How much data or
budget is enough?
• Are we just buying
data & audiences?
• When do we scale or
cut our losses?
• When is it a mistrial?
Analyze Test
• Win or Loss on $$$?
• Did we achieve our
learning objectives?
• Any unexpected
insights and ideas?
• What should be the
next test iteration?

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The #1 Takeaway

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Final Insight: Beware the HiPPOs!
Anything is
just an opinion
until you have
tested it

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Dmitriy Kruglyak
CEO, TargetChoice
dk@targetchoice.com
Blog: http://targetchoice.com/blog
Site: http://targetchoice.com
Page: http://fb.com/targetchoiceapp
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