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The Most Effective Facebook Top-Of-Funnel Campaign Setup Using the Solutions 8 Matrix System

Learn how to set up the most effective Facebook Top-of-Funnel (ToF) campaign with Glen and Dan.

Our Specialists Manager, Glen Wilson, sits down with our Facebook Ads and Klaviyo expert, Dan Nikas, to share how the power of the Solutions 8 Matrix System can optimize your Facebook ToF campaigns for success.

Discover how the matrix can help boost your audience targeting, ad content, and engagement strategies to drive awareness and warm leads. With real account examples and expert advice, discover how this strategic approach to Facebook ads is a game-changer in the world of digital marketing.

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0:00 Intro

0:18 The Most Effective Facebook TOF Campaign Setup Using the Solutions 8 Matrix System

5:18 Setting up ToF campaigns with the Facebook eCommerce Ads Matrix

11:14 Ad account examples and case studies

18:33 Allowing the algorithm decide ad budget allocation

24:01 What to look forward to in the next video

27:03 Bloopers



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Transcript
Speaker:

This is going to be focusing

on how you get engagement.

2

:

It's a little bit of a redundant process

and it starts to get too expensive, which

3

:

is why some people then come back and

say, Facebook ads don't work for my brand.

4

:

Hello, YouTube land.

5

:

And here we are again in

our ongoing series of.

6

:

The Clavio Facebook Google

hybrid customized flash system.

7

:

So I think we've done three now.

8

:

So this one done an

overview of the system.

9

:

We've looked at quick

overview of the Facebook.

10

:

Strategy.

11

:

We've done a bit ft view of the clavio.

12

:

We've touched on the importance

of opt in forms with opt ins.

13

:

Now, what we're going to talk about today

is we can do a bit more of a deep dive

14

:

into the Facebook strategy and we're

going to talk about in particular, this is

15

:

going to be broken up over a few videos.

16

:

Dan, this is going to be focusing

on how you get engagement top

17

:

of funnel and middle of funnel.

18

:

How you build your audiences, the

importance of the audiences, and

19

:

then we'll in subsequent videos, talk

about how you use those audiences.

20

:

In the bottom of our campaign.

21

:

So without further ado,

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Dan Nickis.

23

:

As well, I said, what we do is

a little bit different to most.

24

:

So if you listen to any guru,

they will tell you to go out

25

:

and get purchase conversions.

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:

And that's good advice used to

work back in the day or years

27

:

ago, five years ago or longer.

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:

but our users have become a lot more

savvy and look, to be honest, not

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:

everything's an impulse buy online.

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And there is a consideration phase

for a lot of people as to comparing

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against other similar products,

other brands, developing trust.

32

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maybe just being introduced to you

for the first time, and there's some

33

:

thinking that has to go along with that.

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it's not a matter of just seeing

something that's a, you want it now, it's

35

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cheap enough, you're going to grab it.

36

:

it's more a case of, I have a

problem, does this solve the problem?

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:

And you do a bit of a deep dive on

product features, warranties, payment

38

:

options, competitors, reviews from

other people that have used the product.

39

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And.

40

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To think that we can just go from them

never knowing about us to getting a

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purchase conversion if they don't convert

and move on to the next prospect, it's

42

:

a little bit of a redundant process and

it starts to get too expensive, which is

43

:

why some people then come back and say,

Facebook ads don't work for that we've

44

:

developed that we call the Matrix, I'm

going to show you what we do at the top of

45

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funnel, the traditional top of funnel, to

reach the cold traffic and how we approach

46

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them and what we approach them with.

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Yeah, this.

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Three reasons that we do this, or

three benefits to doing this way.

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The first is, it's going to

improve our Facebook ad performance

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or our meta ad performance.

51

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So Facebook and Instagram

further down the funnel.

52

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So we're creating these

touch points with people.

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Second is, it's going to create some

really good audiences and really good

54

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awareness around the brand for Google ads.

55

:

So obviously people have a

different intent when they

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go looking for you on Google.

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They don't know to look for you

if they don't know who you are

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or if they've never heard of you.

59

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So this is another great way to introduce

the brand and it's third part is Klaviyo.

60

:

So the email marketing side of things,

again, how do we get people on our list?

61

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How do we grow our leads?

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How do we then market to

them via email marketing?

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This is another way to introduce

them to our brand, get them onto

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our website potentially, get them to

become a lead, convert them that way.

65

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So it's not an all or nothing prospect

that if they don't make a purchase from

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us on this ad, that they're dead to us

and we need to move on to someone else.

67

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Or change the interest or find some

other hack to try and do it like cost

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cap with a target ROAS and an age

bracket of 25 to 27 in Milwaukee, like

69

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it's the algorithm smart enough now

that we don't need to be that granular.

70

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The hacks don't work.

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We need to be more strategic.

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So what I'll take you through,

I'm just going to share a

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screen if that's all right.

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And this is where we need to

start with all of our accounts.

75

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So just let me know when you can see that

and that it's Now some of you have been

76

:

following along with the series will know

that this is our Facebook Econ Ads Matrix.

77

:

It's called a matrix because it's

more of a flywheel or an omnipresence

78

:

as opposed to a traditional funnel

that starts atop a funnel and pushes

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purchase or sales out the bottom.

80

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I still do name them top,

middle and funnel at different

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stages within the matrix.

82

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And the reason is just because it's

an way for people to understand

83

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and everything you can see on your

screen here is exactly the matrix.

84

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The area that I'm going to focus on

today is this top of funnel area here,

85

:

and this is We're very low cost, even

in competitive markets, competitive

86

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industries, which is really low

CPMs, because what we're doing is

87

:

we're building engagement with the

brand and make people solution aware.

88

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Now, this strategy was born out of

watching influencers go out and promote

89

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a brand under the guise of, I've just

got this, I've just started to use

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this and they get exceptional reach.

91

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so much.

92

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Like for a really good brand awareness,

they've already got inherent trust built

93

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into it and that could result in sales.

94

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So I thought, why not try and emulate

the influencer promotion model within

95

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our own brands and then use those

audiences to create And I'll talk

96

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you through that in a little bit.

97

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So what we do with this top funnel,

I'll take you through a scenario

98

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of a, ad account that we've got.

99

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Our objective is post engagement.

100

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Now engagement on Facebook and

Instagram is your traditional things

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like, comments, shares and likes.

102

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But it also includes things like link

clicks, watching videos, clicking on the

103

:

little button to see more of your ad copy.

104

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So it's all the interactions with.

105

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The post and your page are going to

count as engagement on both Facebook

106

:

and Instagram, and that's making people

solution aware that your product solves

107

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a problem that these people have.

108

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We go a very broad single

interest targeting.

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So the objective is post engagement.

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The audience is very broad.

111

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So as an example, I'm going to show

you, out of account from the health and

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wellness perspective, it's got products

that it's in the health industry.

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It solves people's problems.

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we go for a very broad health and

wellness based, interest just to

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guide it in the right direction.

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Our budget is set at an ad set level.

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Our call to action is shot now.

118

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So potential buyers at any stage can go to

the landing page for the product, although

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that's not the objective of this campaign.

120

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And It's not fake UGC.

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it's emulating the influence.

122

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So it's user generated content that

sometimes we get people to do for us

123

:

through platforms such as social cat

or it's user generated content that

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we've got from customers in the past.

125

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We have that up to 10 ads running in

it and we turn it off for fatigue.

126

:

So these are aspirational ads.

127

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They're not intrusive, but they're

different enough to be aware of the

128

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business and the solution is the unique

selling propositions that we have.

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We set it up as one campaign, one

ad set with up to 10 ads, depending

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:

on how much creative the brands got.

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The intention of these ads

is to create warm audiences.

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So to make people solution aware, those

warm audiences feeding to this next

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stage, which I'm not going to take

you through the setup of it, but just

134

:

to give you an idea, we have engages

from Instagram in the last 30 days.

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People engaged on Facebook

in the last 30 days.

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People that have viewed more than half

of the videos in the last 30 days in

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terms of half of the time of the video.

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Yep.

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Website visitors in the last 30 days

and people that have subscribed but

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not purchased in the last 30 days.

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And we exclude purchases

from the last 30 days.

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:

So this top of funnel campaign

feeds these audiences here.

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So when we get to the middle of funnel,

which is the next step here in this

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matrix, The next component in the matrix.

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The people are aware of us being the

solution because they've engaged with us.

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They know us from this part and I'll

just, should I go straight into an ad

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account now and just have them, when

you're just looking at those audiences,

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you've got what, five or six there.

149

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So you create Like a custom

audience and add them all in?

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No, I don't create one audience.

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I do.

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You can create a saved audience,

but you have to create them as

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five separate custom audiences.

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Gotcha.

155

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and those audiences will continue to

use at different stages of the matrix.

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And these, these are

really powerful audiences.

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And when you say the results we get

for how cheap we get, you can see how

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these audiences can grow really rapidly.

159

:

the point where we need to start.

160

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So some brands we might come in and

they've been running Facebook ads

161

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and they've got a very established

brand for quite a number of years.

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This part will, we will launch, but

it'll be at a lower budget because

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we just want to keep feeding these

audiences here at this level.

164

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New brands, we have to start here

and the percentage of budget focused

165

:

here will be greater because we

need to build these audiences up

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:

for the rest of the matrix to work.

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And over time.

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This will become, it usually sits at

about 10 percent of the overall audience.

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10 percent of the overall budget

is enough to fuel it and fresh.

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Initially, it will be higher though.

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we'll jump into an ad account.

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Let me know, do you need that any bigger?

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this is an account that's

live from last month.

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So 1st of March when we're shooting

this, we've got 1st till the 29th of Feb.

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So very current data.

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We're not relying on old data here.

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This is real.

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You're not cherry picking.

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Yep.

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This is recent data.

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Yep.

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I've just gone last month and I've

just got the active campaigns here.

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exact systems here.

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We have 1, 2, 3, 4, 5, 6 there.

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1, 2, 3, 4, 5, 6.

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We've got 7 there because

we're testing out another.

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Yep.

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scale one at the top of funnel here.

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the top of funnel that

we're talking about here.

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This is about where we're

trying to create engagement.

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And this is what I mean

by being really checked.

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We're in the health niche or the

health sector in an auction based

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environment where there's plenty

of competition for that space.

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And it's, we're getting charged at 3.

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17.

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CPM.

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So that's 3.

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17 per thousand impressions.

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And keep in mind, this

is Australian dollars.

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it's about two U.

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S.

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dollars for the CPM.

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So just compare that to other

components that you have, and you

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can see why we then push into these.

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So I'll just open this up and

I'll show you the settings on it.

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So we're opting for engagement,

which is what we're talking about.

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We're trying to make people solution aware

and get them to engage with the audience.

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Now, ignore the fact that

there's two ad sets in here.

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This is because this.

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Brand has NZ website.

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So Australian New We're just going

to focus on the Australian one for

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now, So the naming convention, we're

looking at everyday health, Australia,

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MF is male, female, 18 to 65%.

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Really broad audience.

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We're going with 25 a day budget on it,

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down here, interests, everyday health.

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We let the algorithm decide where

it's going to be placed, where

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people are going to be sitting.

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Where we can get the most engagement from.

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We have a look at the metrics

here for the last month.

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We spent 500.

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We are having issues with their

content views in the Advocates

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on this with their pixels.

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So if we just switch

over to engagement here,

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and this is what we need to see.

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we're optimizing for engagement.

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So for 500 in the last month, we've

had nearly 90, 000 page engagements.

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So that's And what equate

in an audience size?

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There's going to be some that are

going to be in there for multiple.

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So yeah, look at frequency.

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So I've got a frequency of 2.

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6.

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Okay.

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So you divide 90, 000 by 2.

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6 a bit over 30, 000 in that audience

of people, unique users of people that

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are actually engaged with the content.

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500, if we look at it from

traditional marketing, If 500 could

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:

get 30, 000 people engaged with

your audience, it's pretty good.

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isn't just people who have seen it, this

is people who have been engaged with it.

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comment, share, watch the videos,

clicked on a link, clicked on

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:

see more, whatever it might be.

242

:

Just on that videos too, you

did stipulate that you're

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:

looking at 50 percent view rate.

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:

what's roughly the video length

size that you like to have in

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there for your type of funnel?

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At a minimum of 30 seconds.

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Yep.

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Because Anything shorter, you can

watch to decide whether it's something

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that you like and still make a

decision that, hey, this isn't for me.

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That's that 10 second video.

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You could watch more than half

of that before you go, oh, this

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:

isn't what I'm looking for.

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I'm not interested in this.

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If you've got a minimum of 30 seconds is

your video length and you're looking for

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people that have watched more than half.

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If you've watched more than 15

seconds of a video, you have

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:

some level of interest in that.

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You don't usually

accidentally watch 15 seconds.

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:

ideally, I do like 'em

to be closer to a minute.

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keeping 'em under a minute, like up

in those 52nd range enables us to

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:

be able to have extra placements.

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On the network as well that aren't

limited because the placements aren't

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:

limited because they're not going

over because they are under a minute.

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And if you watch 50 percent

of a nearly minute video,

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that intent is a lot higher.

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We can have a look at that

while we're in here, video

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engagement, Video plays to 95, 50.

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If video plays 50%, 85, 000.

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So that makes up the

bulk of that engagement.

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That was going to be my next question.

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As far as the ratio goes, video views

at that 50 percent is pretty high.

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Which is why we use videos

at this stage of the funnel.

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Cheap CPMs of 3 videos do a great job of

explaining how this brand's product is

274

:

the solution that they're looking for.

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:

So you can see how effectively

it works because they're watching

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:

more than 30 seconds of a video.

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It's been seen 85, nearly 86, 000

times, and there's a frequency,

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:

so people have seen them more

than once, which is not a problem.

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:

No different to traditional commercials

that we used to see on TV all the time.

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:

We would see the same commercials over

and over again, and they would into our

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:

mind, like they'd be embedded there.

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Some commercials I still

remember from when I was a kid.

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:

But I digress.

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We're old.

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:

so then we moved to the ad level and

I let the algorithm decide where it's

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:

going to place our So these ads in here.

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:

The majority of it has gone to this

ad product features, benefits.

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:

the algorithms.

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Push more towards it.

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if you don't filter your

water, you become the filter.

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We talk about how this

product solves the problem.

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The video highlights what the product does

in a user generated sort of influencer

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:

style way with some catchy music.

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Some overlays on it and

it's as simple as that.

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:

And you can see a little

bit of engagement here.

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We put 2000 reviews.

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Lovely tap order again.

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We have a look here The long form one.

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This one is a review style We try

some different once you've tried it.

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We're internationally recognized 100

percent money back guaranteed make

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:

switch today The reviews that are

in there and this one's a much more

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:

educational style video And then

we have another one here where an

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:

ambassador is actually using the product.

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:

Love you Tapwater and you.

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:

So every time someone becomes engaged

in here with this type of funnel, they

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:

get fed into the middle of the funnel.

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:

Audiences.

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Not going to go through that today, but

at middle of funnel, then what we want

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:

to do is want to get all those people

that are engaged and we want to put

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:

ads in front of them for brand recall.

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That's a fairly good

overview of where you start.

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:

just touching on your

exclusion of 30 day purchases.

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Is there any reason why you don't go

purchases all time as an exclusion list?

314

:

it depends on the brand.

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Yep.

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:

But this brand, it's water filters

and they have, a lot of products

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:

that are complimentary and they've

also got, filters that need to

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:

be changed over periodically.

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:

we don't want to hit them with, more

messaging within that 30 days we want

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:

to, but we do want to hit them post that

because of the complimentary products.

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:

By then they would have

received their first purchase.

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:

The quality is good.

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:

like the product.

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:

They're going to consider getting

complementary products because we've

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:

already obtained that trust from them.

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So we're going to put them through

that funnel again or that matrix again.

327

:

And that's how it all works.

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:

And when we spit out the other end,

we see ROAS overall of four with CPMs

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:

of 97 Australian, which is about 7.

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:

it's a bit less than that.

331

:

It's about six, five, 56,

something around there.

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:

I'm trying to make is that

it works exceptionally well.

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:

Yeah.

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:

We're controlling the messaging

that we're giving to the people here.

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:

It's not the same messaging

in middle of funnel.

336

:

That is the top of funnel or is

it the same messaging at scale?

337

:

Because people are through that process.

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:

They've got to go through these steps.

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:

We want them to put them through

and that's pretty much it in

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:

terms of how we get top of funnel.

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:

You can see from that how that

will, drive search intent on Google.

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:

Yeah.

343

:

Yep.

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:

Or if they alternatively, if they land

on the website, how that will build

345

:

audiences within Google, because the

people hitting the website, they hit that.

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:

It's not just exclusively because they

came from better only better rules.

347

:

Pick them up.

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:

Google will pick them up.

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:

especially with that

search intent, it's crazy.

350

:

Usually.

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:

your branded searches performed

exceptionally well on Google,

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:

but if they don't know about

you, they don't know about you.

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:

for CPMs of 3 Australian,

we're doing that.

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:

Effective.

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:

we're hit, you're engaged with over 30,

000 people for that cost of the month.

356

:

and again, every time

they hit the website.

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:

there's an option for a sign up

form for Klaviyo scripts firing and

358

:

they'll get to our automated flows or

they'll receive our campaign material.

359

:

Very cool.

360

:

It is very cool.

361

:

that's good, mate.

362

:

that's, gives everyone a fairly good

understanding of how you're doing

363

:

your targeting, the audience building

that you're creating, so you can start

364

:

doing, using those audiences in your

middle of funnel and bottom of funnel.

365

:

if you do want an audit from Dan

in Solutions 8, reach out to us.

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:

this is a system that we're using

exclusively with Dan and using

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:

our Google Ads expertise as well.

368

:

to be able to see how the Google ads, the

Meta ads and Klaviyo work in conjunction

369

:

and the results we achieved from that.

370

:

Yeah, I think that is probably

the true testament to the system.

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:

we've never judged performance of the

entire system based purely on Facebook.

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:

Whilst these results look good,

if Google was failing, then

373

:

we'd need to figure out why.

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:

Klaviyo was failing.

375

:

failing, we'd need to figure out why

there, but when we can get all straight

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:

firing at the same time, which is

the whole concept here, then you just

377

:

have this fantastic system that brings

consistency to businesses, which I

378

:

think is the key instead of feast

or famine based on whether Meta ads

379

:

are running well at the time, or if

Google's playing nicely at the time, or

380

:

if people are responding to the emails

because we've got this entire system.

381

:

We just tend to see compounding

growth and consistency.

382

:

Consistency.

383

:

That's, and that's what you want.

384

:

You want consistent performance.

385

:

Yeah.

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:

Especially, I'm a brand owner myself.

387

:

Consistent performance

is what we crave for.

388

:

I would rather that

than, peaks and troughs.

389

:

good stuff.

390

:

thanks again for your time.

391

:

Thanks for the chat.

392

:

No worries at all.

393

:

See you next in the next bat

time and the next bat channel.

394

:

Yes.

395

:

before that happens.

396

:

Alright, goodbye.

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:

See ya.

398

:

Bye.

About the Podcast

Show artwork for The Google Ads Podcast
The Google Ads Podcast
PPC Strategies, Tutorials, Tips, Tricks, Hacks, and Best Practices