Our agency has used influencer content to generate $100M through Facebook ads.

Our agency has used influencer content to generate $100M through Facebook ads.

If you follow this exact strategy, you’ll see some of the best results out of Facebook since 2019.

This is a FULL overview, all of our secrets in one article.

Before you read this, please share this article so that we can stop the Facebook slander once and for all.

Facebook STILL works, but you just gotta do it our way

Once you do that, check out how your brand is gonna crush it this year.

If you’ve used our influencer seeding strategy, you should have between 60-90 influencer assets that you’ve gotten without an upfront fee.

After you chop up each one and add alternative hooks, you have hundreds of assets your audience will love.

Here’s what you do with them.

Before I tell you what to do, I have to tell you what NOT to do:\

Do NOT pick and choose the assets that you *think* will work best.

You and I are not smarter than Facebook. We never will be.

You know what Facebook has that we don’t?

Billions of data points that have made other people extremely rich.

Don’t lift a finger. Plug everything in and let Facebook work its magic.

Our agency does have ONE data point that may help you make a decision, though.

Check this out.

Our method will typically get a CPA that’s between 15-30% lower than your target.

This could make or break your brand.

Facebook worries about Campaign Bid Optimization, Detailed Targeting/LAL Expansion, and more…

So you can worry about this next step.

Setting up your ad account for success.

I’ll make this as simple as possible.

Follow this step by step, because you don’t wanna make the same mistakes that I did when I learned this.

This next part may sound boring & technical but trust me. This is where the money is made.

Every 4 creatives will be put into 1 Dynamic Creative Testing Campaign.

100 creatives = 25 DCTs.

Facebook will then figure out which ones are top performers, and allocate spend accordingly.

DCT campaigns are how you avoid burning money on Facebook.

In each DCT, you’ll consolidate the 4 creatives into 1 ad set and 1 ad.

The more consolidated your campaigns are, the faster you’ll be out of the learning phase and into optimization...

The faster you’ll make millions.

This last part is super important, so don’t skip this.

Each of your 25 campaigns will have a Cost Cap set at a CPA in which your brand is profitable on the ad dollars being spent.

You CANNOT lose money this way. It’s impossible.

This is why it pays to test ALL of your creatives, not just the ones you think are winners.

With cost caps set in place, you only spend money if you're making money.

It becomes about creating as many pipes (DCT Campaigns) as possible.

More Creative = More Pipes

The more pipes you have, the more opportunities you have for spend delivery at your desired CPA.

Now that you’ve discovered which creatives are winners, you’ve realized that it’s not about ROAS or CPA.

It’s about spend.

This is why the Cost Cap Bid strategy is so important.

Now, the most exciting part.

Spend. More. Money.

Facebook recommends increasing spend by up to 15% a day so you never have to go back into the “learning phase”.

Every time you see a DCT getting more spend, make sure you rename it to WINNING, so you know to scale it.

Before you keep reading…

This is the very general breakdown of how we’ve achieved the numbers we’ve achieved over the last 3 years with ads.

I want this to resonate for as many people as possible, so I’ll spare you the details if you’re new to this. You already have everything you need.

HOWEVER…

If you’re more advanced with ads and you want a full look at every detail you should pay attention to inside your ads manager, I have a very in-depth insights for you right here.

1/ How to:

Set Up

Launch

& Scale !

Your FACEBOOK AD ACCOUNT through the use of mass INFLUENCER creative

** Post-Launch: How to make ongoing decisions within your ad account to SCALE INFLUENCER paid media efforts**

2/ GIVEAWAY ALERT

Like & share this article if you'd like us to send you our guides surrounding...

• Ad Account Build Outs
• Ad Decision Making Trees
• Budget/Cost Cap Calculators!

3/ TLDR:

• Consistently identify which Dynamic Creative Testing (DCT) campaigns are "Winning" & "Losing" (To be defined)
• Scale spend behind "Winning" Campaigns as much as possible
• Repurpose content within "Winning" Campaigns into separate DCTS
• Replenish "Losing" DCT campaigns with content from your "Winning" Campaigns as well as with fresh content you get from your continued influencer seeding efforts
• Scale what's working, Scrap what's not, & Continue to create as many "pipes" as possible

5/ Continuing off, where we set up as many "pipes" as possible for Facebook's Machine Learning system to find success:

We hypothetically launched 100 influencer creatives via 10 DCT campaigns with a Cost Cap bid strategy

6/ Our team uses the following naming convention for these initial 10 DCT campaigns:

"Kyn - DCT - Prospecting - CBO - CC $ - Insert Date - NEW SEEDING CONTENT"

Emphasis here on "NEW SEEDING CONTENT"

7/ We want to make sure the initial DCT campaigns use this naming convention to begin with...

As it will change for each individual DCT based on the campaign "Losing" or "Winning"?

8/ With this in mind,

How does our team identify if the 10 DCT campaigns are "Winning" or "Losing"?

9/ The leading metric of success probably will not be what you would guess...

Highest ROAS?

Lowest CPA?

Initiated Checkouts, ATCs, Outbound CTR?

Nope- None of the above.

10/ The leading metric of success is...

SPEND

11/ That's right... Not ROAS or CPA but SPEND!

With the Cost Cap bid strategy in place on each of our 10 DCT campaigns,

SPEND is our leading metric of success when determining if a campaign is "Winning" or "Losing"

12/ Why?

Because if the campaigns are spending,

Facebook's Machine Learning system is determining that the creative within those specific campaigns...

Will WIN at the current cost cap we have set in place.

13/ If the campaigns aren't spending,

Facebook's ML system is determining that the creative within those campaigns...

Will LOSE at the current cost cap we have set in place so the campaigns DON'T spend whatsoever.

14/ With this in mind,

If a "New Seeding Content" DCT is receiving sufficient spend...

It's naming convention will be swapped out for "Winning" DCT

15/ From there, I'd increase the budget on those campaigns as much as possible...

Scale those campaigns to the moon and back!

16/ In order to keep your "Winning" DCT campaigns from reverting back into the learning phase and out of optimization,

Facebook recommends increasing your budget by a MAX amount of 15% each day

17/ I.e. if your daily budget on a Winning DCT campaign is $1,000...

Make sure to NOT increase the budget that day by more than $150

You want to avoid these winning campaigns going back into the learning phase AT ALL COSTS

Scale as much as possible but do so responsibly

18/ So now you know what to do with "New Seeding Content" Campaigns that transition into "Winning" Campaigns....

But if a "New Seeding Content" DCT is NOT receiving sufficient spend...

19/ This is what our team calls a "Losing" campaign, but thankfully, its naming convention actually will NOT be swapped out for "Losing" DCT.

Can't be having all that negativity in our ad accounts...

20/ Instead, the "New Seeding Content" campaigns that are currently losing will be re-labeled as one of the following based on what creative is replenished within that campaign:

"Top Performing Content"

"2nd Chance U"

or once again...

"New Seeding Content" (Fresh content)

21/ Let me explain this clearly one step at a time...

As I understand this process and these naming conventions that we use internally can get confusing without a visual walkthrough

22/ Let's start from the top,

If a "New Seeding Content" Campaign ends up "Losing" in the way we define this

ALL of the creative (10 pieces of content) within that campaign's DCT get taken out and are replaced by a separate set of content all together.

23/ Once again...

If the campaigns aren't spending,

Facebook's ML system is determining that the creative within those campaigns...

Will LOSE at the current cost cap we have set in place so the campaigns DON'T spend whatsoever.

24/ So for the time being, these assets get removed from the ad account all together...

To be used later on with different ad copy to give them another chance at finding success!

25/ So what content gets replenished into these "Losing" DCTs?

Let's revisit our hypothetical and walk through an example together to help this all make sense.

26/ Let's say...

Out of our initial 10 "New Seeding Content" DCTs,

5 of them end up becoming "Winning" Campaigns

5 of them end up becoming "Losing" Campaigns

27/ Let's also say...

Since launching these initial 10 campaigns your continued influencer seeding efforts have generated an additional 50 creative assets

28/ With this in mind, you'll scale the 5 "Winning" campaigns in the way we've discussed!

But when it comes to the 5 "Losing" DCTs, you'll take all 50 pieces of content within those "Losing" DCT ads and put them to the side for the time being.

29/ So how do we replenish these 5 "Losing" DCTs with new creative?

Let's keep going. Stay with me here!

30/ Within the 5 "Winning" DCTs you will identify creative that has surfaced as "Top Performing Content"...

How?

In the same way we identify campaigns as "Winning", we apply the same to identify creative within those campaigns as "Top Performing Content"

31/ The creatives within your Winning DCTs receiving the most SPEND are your "Top Performing Content" creatives!

If you’re newer to this, leave questions in the comments and I’ll get to as many as I possibly can.

This method still works, and it’ll make your ads extremely profitable if you follow it step by step.

Thanks for reading, and I’ll see you in the comments!