Facebook Finance Mini Guide

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Colin Dijs

Facebook Finance Mini Guide

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When running ads on Facebook with Affiliate offers it’s important to nail the targeting and angle asap.

To understand the audience more you have to do a little research. FB spy tools are somewhat useless because FB likes to ban ads or advertisers may kill campaigns. If you were to filter down to display ads for the last 30 days, there will still be a result of an account that ran an ad 3 years ago. Which is super annoying.

So, at the end of the day, the FB spy tool that produced the examples below are really only useful to review the social proof and design inspo.

Nonetheless, you can review ads in spy tools and reverse engineer from the results you may get, for example, like the ones listed below for finance.

We searched for finance cpa offers for lead generation and finance and came up with one ad that leads to a landing page with a survey optin and then another that redirects to an advertorial.

In the finance niche, advertorials and surveys are good pre-qualifiers to test for the offer because they allow you to pre-frame the lead to provide sensitive information to the advertiser.


Example 1: Ad to Opt-In
This first example is no longer active, but the creative and image clearly worked when it ran.

As you can see it's of a busy crowd, which is a great pattern interrupt. Now what is not too clear is why there is an image of a gas station for a finance offer and how that managed to draw a correlation to the audience.


L86dmQPW9GeSe5vCDfk3QPQJJdYpyG1DbStclnhS-_aDNjeblEiJMQ3AOOa0dtxz8zEqkb1IuhzKK6gUVQEnIIdQpcBmvJUhRMcvKJPaynw7BIRQWGyMf6TsdT0A9vuzMVOut61d

After viewing the landing page, there is no congruency but the quality of the landing page is decent. It comes off as a little sketchy because this was created in 2017 so it needs an update to the standards of 2020. But the angle and presentation are good examples of what can be tested for finance offers.

Lander URL: http://www.tradeloans.com.au/

ybWSZsvEuTvo-R3m9vHI3UbGXhHU4J5z5_c_ucNVgX-PvNiNToSQhyMbrtDmisiX_NeiRWxloL_CK3FHxa2bFO7SQ_C8FhJnxlKiH3IxMx3ipdSNzd75y3FfHFrmLtgnFhEiUHUJ

Ad 2:Ad to Advertorial
Here we have an advertorial funnel with a nice image of a young woman at the atm. It’s obviously a stock image, but at the same time, people love the feeling of having money to take out of the ATM.

Where she f**ked up. No one proceeds to use an ATM with 2 hands and place their hands on it like they are using a keyboard.

But again, this ad is not running. It’s the angle and their attempt to find good creative that we are looking at here.


96Ai41E5AvTY8F8x5RZw_GQSBj4gNxhNgx7y8LYwRZN2LoQANNxU_FdTArAS52ibz1Mk83pHUyNg0kM8EgN3LCJ0ZYWo7il0KOdmpbrVIA6JqvFfC_5ZgR9bxsegc9U_hekDDKBK

The advertorial kind of makes up for the awkwardly decent ad. It is easy to read, uses bold text and color to allow the reader to navigate to particular words, and it looks like a magazine entry from a popular content feed site even though it’s an advertisement.

Advertorial URL: https://get.moneytipsfeed.com/free-ppi-check-one/?ckm_request_id=20391354&ckm_offer_id=53


ytFroeEta8lsZ5tRQBzqMHS2JtN1uw05APuofGvYzNP0OmxanQ_4bIz2yfB58pegWFKcgBTcElvyOO7p4GB9fcAij-EbPhjjWZFHn3Yn7peBwTKhjx6s-hmZ8_gVpzBUJQokW3C6



Example 3: Health- Longest Running Campaign

At this point, we were just curious if there was an ad at all that has been running for a while.

To us, that indicates that the campaign is working and they are seeing results with their lead generation.


The image is definitely professional and a pattern interrupt. It’s simple and creates intrigue to people are suffering from this condition or side effects from the procedures involved.

Xk8rjQb1BWCP9hnCPrKSG7PpWhGggj-7vA5J0I_PAqdSZBBCw3y6lvSemddRjuaT1-Oj9KYmzatU-FrAJoWvGLtCxTKGqaQjZS0QB9NYiIJnkHxBNKRYAhx2a5MsvRiLFNlhmp1I



The landing page was set up to immediately gather their information. If you want to visit the URL below you will see their attempt to build trust and credibility through their sales copy on the landing page.

Lander URL: https://epiduralstimulationnow.com/landingpage-esn/


sIIRerqDR2taX3dQKIVPlm-XnzmdftjuLPtoLGysmm7znU78SFofRUFmWf9neRr2wLxDy-_yX-Qv3j8Dqgdv-AiC87n_fRe3jgPAVKslPEx3D5QxetCHjFJZZGvw70yf6wFR9j1L


You would agree that targeting is fundamental.

So we were brainstorming on some approaches on how to make sure we nail lead generation campaigns and have a long-standing campaign like the last example.

This is What We Were Considering

1. Create an awesome article written on the benefits of refinancing your mortgage, health benefits of a procedure, or whatever the vertical is educating the audience about.

2. Run an ad targeting people in the GEo for broad keywords on google/bing and get them to click and visit the refi/Nutra/health/mortgage article on the website; where there will be a FB Pixel.

The idea is to exploit google/bing for the “direct intent to buy” dynamic vs the “search and attract” dynamic on FB social media feeds. By combining the data between the two we can maybe target people are ready to buy now via FB.

3. After there are enough hits, (minimum 100 from for one target geo or city) generate a lookalike audience.

4. Next, come up with two different angles and 3 different images. Throw them into 1 adset, so you’d have an adset with 6 ads, which you then duplicate 3x total. So each adset has 18 ads in it (3×6 same post ID) – Now target broad in city or geo, and lookalike audience.

5. Follow the 3 Day Rule, at $100 per day to see which ad gets the best result.

Since FB optimizes at an ad level, run at this budget to get enough data… once we know which ad gives leads, continue to find related images and or even try video ad made from related images, or one of those cool cartoon animations.

To narrow down the broad approach here are a few targeting strategies to worth testing.

Pre-built Interests
The basic and most straightforward approach is to pick the pre-built-interests.

UScM0rlkoQHAHy0mRokTCOcBjzV3RcN8D-qjPrxjCkutZ-xm9y8uKFkvsmzelas8PSNUEyv09bzAh3xJEu1y6X3qRgtc1m4PgMfwHyLIFqbqvUx1Xq1fJs_V0RJtN6yp_Tu_Iz2k

As you are setting up your ad, all you have to do is click the "detailed targeting"- field and the menu with behaviors and interests will show up.

Pre-built interest is the ones that you can choose starting from the drop-down menu while making your ad set alongside demographic and behavior.

They require very minimal research and they aren’t difficult to set up. On the other hand, there's very little to benefit from it if you are only targeting one of them.

Keywords Layering

Like by association keywords and broader keywords can be utilized productively by layering them on top of one another.

Facebook enables you to utilize OR and AND statements inside the "Detailed Targeting" section

The OR statement is what you commonly utilize when you pick a few interested, for a person to see the ad they should be somewhat interested in either A or B.

AND statement will enable by simply clicking the "Narrow Further" option.

AHOHbDBwEjXrVC7d3cmxRLjs7_w79_sL_4JgNdRcvFa5AnpvPAsDbWkY_55lwM-QJ8UH_ee3wVzi_PkrNvX51vg1mfXEmiDn7eFixQyc810QkxBk2eB06QTAWYOhfTnBKlKu91nD

The AND statement lets you to target individuals who are interested in Option A and Option B which means you can target people who will match more precisely.

We will be upfront. This is tricky to test, as you will have double or triple the number of combos to test and each will give you various audiences.

Target Groups

Here is a tip using the ‘ AND ’statement.

Here are the 2 steps:

#1: Go to the about section of a group or page, and search for tags and keywords that are used to describe it.

#2. Set up a campaign wherein you will target each keyword that you believe fits, and of course, the more you choose, the more definite you can target.

Fan pages may have been tagged incorrectly, so you need to be creative with your keywords in order to locate them.

FB Fan Pages

Fan pages are another effective method in targeting your audience.

It may require more research, but we’ve discovered that the more time you spend into researching, the better outcomes you will get when it comes to finding a fan page that has your audience.

Using the "Exclude People" Option

TPP3ly2Ml-juLS0qJauBgKh3ue95pjK2BQo9P4mB9q-ca8lr6NMD5hueGCN3WmCXasNtv-LG4XhiaHU4etUPMoL7adGMH2EgML47yaJTYFlkUCs65QlbUSxj5tlN9snwJ9_MlJTT

This option allows you to totally exclude audiences that you think are unnecessary for you to target.

Going to test some of this. If you guys do too make sure you post a case study for us.

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I apologize for my ignorance.

In part 2 of the strategy you say "Run an ad targeting people in the GEo for broad keywords on google/bing "

Are you advertising the article on Google? So that when people search for keywords on google the article will show up at the top of the search result as an paid link?

I think the "GEo" was throwing me off.

If that's what it is, I like how you build the FB pixel. Looks to be cheaper and more targeted way before going to FB directly to build your pixel.

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On 2/27/2020 at 5:13 AM, Colin Dijs said:

When running ads on Facebook with Affiliate offers it’s important to nail the targeting and angle asap.

To understand the audience more you have to do a little research. FB spy tools are somewhat useless because FB likes to ban ads or advertisers may kill campaigns. If you were to filter down to display ads for the last 30 days, there will still be a result of an account that ran an ad 3 years ago. Which is super annoying.

So, at the end of the day, the FB spy tool that produced the examples below are really only useful to review the social proof and design inspo.

Nonetheless, you can review ads in spy tools and reverse engineer from the results you may get, for example, like the ones listed below for finance.

We searched for finance cpa offers for lead generation and finance and came up with one ad that leads to a landing page with a survey optin and then another that redirects to an advertorial.

In the finance niche, advertorials and surveys are good pre-qualifiers to test for the offer because they allow you to pre-frame the lead to provide sensitive information to the advertiser.


Example 1: Ad to Opt-In
This first example is no longer active, but the creative and image clearly worked when it ran.

As you can see it's of a busy crowd, which is a great pattern interrupt. Now what is not too clear is why there is an image of a gas station for a finance offer and how that managed to draw a correlation to the audience.


L86dmQPW9GeSe5vCDfk3QPQJJdYpyG1DbStclnhS-_aDNjeblEiJMQ3AOOa0dtxz8zEqkb1IuhzKK6gUVQEnIIdQpcBmvJUhRMcvKJPaynw7BIRQWGyMf6TsdT0A9vuzMVOut61d

After viewing the landing page, there is no congruency but the quality of the landing page is decent. It comes off as a little sketchy because this was created in 2017 so it needs an update to the standards of 2020. But the angle and presentation are good examples of what can be tested for finance offers.

Lander URL: http://www.tradeloans.com.au/

ybWSZsvEuTvo-R3m9vHI3UbGXhHU4J5z5_c_ucNVgX-PvNiNToSQhyMbrtDmisiX_NeiRWxloL_CK3FHxa2bFO7SQ_C8FhJnxlKiH3IxMx3ipdSNzd75y3FfHFrmLtgnFhEiUHUJ

Ad 2:Ad to Advertorial
Here we have an advertorial funnel with a nice image of a young woman at the atm. It’s obviously a stock image, but at the same time, people love the feeling of having money to take out of the ATM.

Where she f**ked up. No one proceeds to use an ATM with 2 hands and place their hands on it like they are using a keyboard.

But again, this ad is not running. It’s the angle and their attempt to find good creative that we are looking at here.


96Ai41E5AvTY8F8x5RZw_GQSBj4gNxhNgx7y8LYwRZN2LoQANNxU_FdTArAS52ibz1Mk83pHUyNg0kM8EgN3LCJ0ZYWo7il0KOdmpbrVIA6JqvFfC_5ZgR9bxsegc9U_hekDDKBK

The advertorial kind of makes up for the awkwardly decent ad. It is easy to read, uses bold text and color to allow the reader to navigate to particular words, and it looks like a magazine entry from a popular content feed site even though it’s an advertisement.

Advertorial URL: https://get.moneytipsfeed.com/free-ppi-check-one/?ckm_request_id=20391354&ckm_offer_id=53


ytFroeEta8lsZ5tRQBzqMHS2JtN1uw05APuofGvYzNP0OmxanQ_4bIz2yfB58pegWFKcgBTcElvyOO7p4GB9fcAij-EbPhjjWZFHn3Yn7peBwTKhjx6s-hmZ8_gVpzBUJQokW3C6



Example 3: Health- Longest Running Campaign

At this point, we were just curious if there was an ad at all that has been running for a while.

To us, that indicates that the campaign is working and they are seeing results with their lead generation.


The image is definitely professional and a pattern interrupt. It’s simple and creates intrigue to people are suffering from this condition or side effects from the procedures involved.

Xk8rjQb1BWCP9hnCPrKSG7PpWhGggj-7vA5J0I_PAqdSZBBCw3y6lvSemddRjuaT1-Oj9KYmzatU-FrAJoWvGLtCxTKGqaQjZS0QB9NYiIJnkHxBNKRYAhx2a5MsvRiLFNlhmp1I



The landing page was set up to immediately gather their information. If you want to visit the URL below you will see their attempt to build trust and credibility through their sales copy on the landing page.

Lander URL: https://epiduralstimulationnow.com/landingpage-esn/


sIIRerqDR2taX3dQKIVPlm-XnzmdftjuLPtoLGysmm7znU78SFofRUFmWf9neRr2wLxDy-_yX-Qv3j8Dqgdv-AiC87n_fRe3jgPAVKslPEx3D5QxetCHjFJZZGvw70yf6wFR9j1L


You would agree that targeting is fundamental.

So we were brainstorming on some approaches on how to make sure we nail lead generation campaigns and have a long-standing campaign like the last example.

This is What We Were Considering

1. Create an awesome article written on the benefits of refinancing your mortgage, health benefits of a procedure, or whatever the vertical is educating the audience about.

2. Run an ad targeting people in the GEo for broad keywords on google/bing and get them to click and visit the refi/Nutra/health/mortgage article on the website; where there will be a FB Pixel.

The idea is to exploit google/bing for the “direct intent to buy” dynamic vs the “search and attract” dynamic on FB social media feeds. By combining the data between the two we can maybe target people are ready to buy now via FB.

3. After there are enough hits, (minimum 100 from for one target geo or city) generate a lookalike audience.

4. Next, come up with two different angles and 3 different images. Throw them into 1 adset, so you’d have an adset with 6 ads, which you then duplicate 3x total. So each adset has 18 ads in it (3×6 same post ID) – Now target broad in city or geo, and lookalike audience.

5. Follow the 3 Day Rule, at $100 per day to see which ad gets the best result.

Since FB optimizes at an ad level, run at this budget to get enough data… once we know which ad gives leads, continue to find related images and or even try video ad made from related images, or one of those cool cartoon animations.

To narrow down the broad approach here are a few targeting strategies to worth testing.

Pre-built Interests
The basic and most straightforward approach is to pick the pre-built-interests.

UScM0rlkoQHAHy0mRokTCOcBjzV3RcN8D-qjPrxjCkutZ-xm9y8uKFkvsmzelas8PSNUEyv09bzAh3xJEu1y6X3qRgtc1m4PgMfwHyLIFqbqvUx1Xq1fJs_V0RJtN6yp_Tu_Iz2k

As you are setting up your ad, all you have to do is click the "detailed targeting"- field and the menu with behaviors and interests will show up.

Pre-built interest is the ones that you can choose starting from the drop-down menu while making your ad set alongside demographic and behavior.

They require very minimal research and they aren’t difficult to set up. On the other hand, there's very little to benefit from it if you are only targeting one of them.

Keywords Layering

Like by association keywords and broader keywords can be utilized productively by layering them on top of one another.

Facebook enables you to utilize OR and AND statements inside the "Detailed Targeting" section

The OR statement is what you commonly utilize when you pick a few interested, for a person to see the ad they should be somewhat interested in either A or B.

AND statement will enable by simply clicking the "Narrow Further" option.

AHOHbDBwEjXrVC7d3cmxRLjs7_w79_sL_4JgNdRcvFa5AnpvPAsDbWkY_55lwM-QJ8UH_ee3wVzi_PkrNvX51vg1mfXEmiDn7eFixQyc810QkxBk2eB06QTAWYOhfTnBKlKu91nD

The AND statement lets you to target individuals who are interested in Option A and Option B which means you can target people who will match more precisely.

We will be upfront. This is tricky to test, as you will have double or triple the number of combos to test and each will give you various audiences.

Target Groups

Here is a tip using the ‘ AND ’statement.

Here are the 2 steps:

#1: Go to the about section of a group or page, and search for tags and keywords that are used to describe it.

#2. Set up a campaign wherein you will target each keyword that you believe fits, and of course, the more you choose, the more definite you can target.

Fan pages may have been tagged incorrectly, so you need to be creative with your keywords in order to locate them.

FB Fan Pages

Fan pages are another effective method in targeting your audience.

It may require more research, but we’ve discovered that the more time you spend into researching, the better outcomes you will get when it comes to finding a fan page that has your audience.

Using the "Exclude People" Option

TPP3ly2Ml-juLS0qJauBgKh3ue95pjK2BQo9P4mB9q-ca8lr6NMD5hueGCN3WmCXasNtv-LG4XhiaHU4etUPMoL7adGMH2EgML47yaJTYFlkUCs65QlbUSxj5tlN9snwJ9_MlJTT

This option allows you to totally exclude audiences that you think are unnecessary for you to target.

Going to test some of this. If you guys do too make sure you post a case study for us.

Awesome post!!! Thanks again!

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