K atie c ouric

Practical Applications
I’ll walk you through how to target your audience, choose a message, fine-
tune your message through testing, and create shareable content over the
course of the next several chapters, but first I want to give you some
practical tips for how to implement your ads on Facebook, since these ads
are the key to driving people to your page.

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Stick with the Facebook Bid Amount
Facebook’s ad platform suggests the amount you should spend on your ads.
Depending on the ad unit, it’s usually anywhere from eleven to twenty-five
dollars. I typically stick with that bid amount. I don’t fluctuate from it, and
if I do, I always spend less. 
I never spend more than the suggested amount.
The more you increase your daily bid, the higher your cost will be in the
auction.
A common mistake I see people make when running ads is increasing
the bid amount in the middle of a campaign. Perhaps they start with an ad
that runs for twenty-five dollars a day and performs well. The person gets
excited because they see that it’s working, so they want to fuel it; they move
the bid from twenty-five to one hundred or five hundred dollars. The
problem is, when one does this, Facebook resets the cost in the auction.
Perhaps they were getting a penny per page like, but when they raise their
ad spend from twenty-five to one hundred dollars, it resets and costs will
increase and be inflated.
Here’s what I recommend: When an ad set is working really well,
duplicate it and create a new one. Create an additional ad at the original
twenty-five dollar amount and find a new piece of creative or another
interest level to help the ad reach more people. Changing these variables
allows you to create new variations.
Separate Each Interest Level
It’s really important to separate each “interest” when creating the ad. Don’t
create one ad lumping all interests together. For example, if you’re a
motivational speaker, don’t put “happiness,” “depression,” “self-help,”
“motivation,” “inspiring,” and the like in the same ad set. Create a separate
ad for each of those interests. You should do this for two reasons: First,
lumping all the interests together doesn’t allow you to learn. If all the
interests are listed in the same ad, you won’t know which specific interest is
driving the performance. Second, separating interests allows you to
maximize the reach of the creative. If you have ten interests and they’re all
lumped into one, you can’t create multiple duplicates of the ad. However, if

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you take the same piece of creative and build a separate ad for each of those
ten interests, you’ll have ten ads that are running at $25, for a total of $250.
Doing this allows you to further scale your ads.