Quick Guide on the Meta Ads L0, L1, L2, & L3 Approach

[00:00:00] I don't want you to have to go through the work to do this but you have an idiot's guide to like l0 L1 L2 L3 I don't want you to have to go through the work to do this but do you have an idiots guy to like l0 L1 L2 L3 like from someone who um I feel like a most guys I used to do Facebook I used to yeah here I've got an account up that's running it right now yeah it's just it's been like how like I run ads now but I don't run ads to the scale of Google ads I run if that makes any sense like I'm running ads where like the conversion track tracking is a button click and they don't want to fix it so I'm like all right like be my guest uh yes you just you just want to run down of like the the actual setup and how it works yeah like don't and and do like just just like super quick I'm just trying to understand like I come from the the most simple era of like Toof moth and bof you know like that's

[00:01:08] that's how it used to be back in my day back in my day yeah it's it's actually been two years I realized so I have been out long enough for it to actually matter now yeah yeah that's probably enough time for it to actually make a big difference yeah but um I've had a lot of success running it like I've been pretty much running this ever since John brought it to the table and whatever that was a few months ago um but top of funnel so L1 is just top of funnel but it's excluding is I change my degree of exclusions depending on the requirements of the client so for this particular client they're measuring cost per purchase on platform so my exclusions aren't as cold as some other campaigns yeah so you're not going to be ruthless so generally speaking though with your top of funnel would you exclude literally like anything you could that could remotely touch your top of funnel anything any relationship yeah when when I can

[00:02:11] convince clients to go down that route I'll make it as cold as cold can get I'm excluding all website visitors in the last six months all past purchasers using the pixel data to remove purchasers anybody who's interacted socially anybody who's entered the Facebook and Instagram shops just kick out anybody with any association with the brand yeah you can add the video viewers there and followers y exclude the their email list if they they share this share it with you yeah awesome and then look like you you you guys were say you you do have success with look like lists hey and you like to do were you saying it like one and no not one you're doing like 10% you do big right right yeah it's usually one of the other that's going to work I think I I typically try both start with a 10 if 10 performs also mix in a one at some point usually you'll find that one is going to work better than the other but I've got

[00:03:12] some accounts where one and 10 both work and then you can go down the list you can go nine eight seven and build as many out as you want yeah I guess you just want if you need scale you just have those my on my side I like to uh do the lower percentage maybe one two 3% if I do them I'll stack them you know quite a buyers and sometimes I'll put Advantage Plus um for the lower one and the yeah the 10% I'll usually won't do Advantage Plus because it's already like a a uence so yeah and that um that data Drew it's like mad minute of learning Facebook ads let's keep it up there's so many tangents but I was just going to say that data Drew app Jonathan that I was talking about on the last call where you can get like the loyal customers and the Champions and whatnot that I used for a 1% look like because it was such a strong audience I just wanted to really hone in and that campaign blew up that

[00:04:12] was it's one of our best performing campaigns so that's one way to build a really strong look like is obviously using a really strong seed audience to begin with that makes sense with with repeat buyers or higher value uh buyers so you can you can get that with with clavio or Shopify export them mhm yeah so top of funnel 2 L1 from a creative perspective like from a goal perspective are you pushing conversions here or are you doing it is just conversions yeah I I don't from my perspective we don't have much success running like a brand awareness or traffic objective I'm always trying to achieve a purchase when possible um outside of you know if a client specifically asks for it but if it's if it's left up to me I'm going to go sales um optimization all day yeah because I just think I know people run those ads I like the ads where they have like crazy engagement on them and that kind of works at your top of

[00:05:15] funnel yeah I'm trying something actually with this client that I'm showing right now where we just decided yesterday that we're going to build an engagement campaign using ads that they want to run for top of funnel building the engagement over a week and spend five grand on it and then take that repost that um repost the ID to top of funnel so now you're building the engagement top of funnel we get you just need to do it once and then you just yeah post ID boom put it in your other campaigns yeah exactly I don't know if it's going to work but he brought it up and I just said kind of a the theory that I have that I think engagement helps quite a bit and it provides a level of social proof that is reasonably difficult to achieve so we're we're trying it so yeah and my my dumb mind is just like oh I see all the big brands do something like that yeah couple a couple things about the post ID I think you know what this

[00:06:21] the strategy is is is smart to do because you know engagement uh Works quite quite well um what you can do to if they have a large audience uh you know large Facebook page that is engage is posted on the page and then you know get get the uplift from engagement from it but usually um you know Brands don't have much uh social organic social engagement some do but the larger one and um to run you know the engagement I think you know it's when you go at post engagement you get a qu quite a bit of uh of Engagement once you get like 5,000 likes and and you get a bunch of shares and comments I think that's enough to just bring the the social but you think what do you find like what's the cost just roughly like how much you think it would cost to build something just like reasonable for a smaller brand I would say it's quite cheap on the on the post engagement side you know with uh with uh you know a

[00:07:16] large budget uh you know you would get crazy engagement there and so I would say maybe I would spend I don't know 20 bucks a day is enough you know for a few days yeah okay I was just thinking I'd put like 10% in a bucket and yeah there you go yeah but if you really want to go bananas you can can put a yeah and go I'm just inventing a strategy in my mind where I have a campaign that's always just like going to be developing these posts and then I'm just going to be getting that engagement and then I flow it into but I'm imagining people already do that or if they don't do it it's because it's stupid yeah I don't think this is a new idea but maybe it works maybe it doesn't I invented the idea yeah yeah I think it makes sense to uh to do that sometimes uh you know you could you could test it out with conversion right away and if it works you know you you you bring you get couple purchases then

[00:08:10] you start the the engagement right away so you know you're not you know putting engagement toward an ad that that won't convert that's a really good point and uh sometimes too if you want to build like some common social proof if they have enough customers you know you just get their customers uh with the engagement with the post ID so that way uh you know you might get comments of people I say oh I love it I bought uh I bought three I I bought I buy some every every year or you know those comments that really help uh with the the social proof and and the results so yeah all right yeah Brad I've made a lot of notes already let's go down to L2 okay um L2 so just one more note on L1 has to be video based oh that's good glad you said that oh oh is that because we want to collect video views probably yeah video views is L2 I was on the cusp of knowing how to do Facebook properly you're there just on the cuss I think and what

[00:09:15] you're what I find more often than not this account's a little bit different but middle of funnel which is L2 is does not typically seem to perform that well so mmhm it can be tempting to just turn it off and say well it's probably not necessary let's jump straight to L3 but when I've done that it does impact L3 sales so even though L2 might not get the row as that you're searching for or the cost for purchase that you're looking for just has a lower conversion value it is necessary because it's that middle stage of the nurturing that we're trying to establish with the the structure so for the most part I'm using a 25% video View and I haven't really tested much more than that I guess it depends on the length of the video right if you're going to be showing a minute long video 25 seconds is g to be nearly impossible so you'd want to maybe use like a three second video view or something like that

[00:10:19] where you're going to get a larger audience um and then watching your frequency here is important so even for these guys I'm at a 1.57 in the month of November let just look at October so a 2.2 one kind of tells me that I can even up the budget on this quite a bit and get it up to like a five or a six which I think for this stage two is perfectly fine um I think John was even up into the T when he was talking about it initially so um yeah from my perspective this is actually quite low probably for frequency and I should increase this budget and then bottom of funnel for L3 we're just targeting uh website visitors for a certain period of time for this brand because they have a little bit of a higher ticket product I'm going 30 days but I also have brands that are selling 10 $15 products where I'm going 10day video views because anybody who's visiting the website and not purchasing within that time frame you

[00:11:33] could kind of chalk it up to like a a window shopper essentially okay and you don't need to be spending your money on them so playing around with the website visitor timeline I think is important um yeah that's pretty much it pretty it's pretty easy but to go back to uh to your L1 L2 L3 I think that's great to uh to go for conversion uh right away because often if you go for other traffic Source it's you you'll get much uh less quality traffic often you won't have online buyers uh which you know meta will we'll keep for for the overwhelm majority of theand that that won't them so you'll you'll just get cheaper quality traffic and that would kind of pollute your remarketing your lookalikes and and all that stuff so um yeah I really like that approach uh that you have is that just so when you go further is that just a thing to do at scale it's like you've exhausted all your other options so then you have to

[00:12:29] looking into using like awareness tactics and stuff just because you need to get anything and everything yeah I would say so for large brand that spend a lot uh if they want to reach more people you know I'm nowhere near that so yeah and sorry I I would I get distracted because freaking Gabby was messaging me so L3 is just like bottom of funnel probably yeah bottom of funnel website visitors another one that's good for that is recent engagers um for anybody like who's interacted with the brand in the last five to 10 days depending on what brand it is uh that's a really good audience too okay I'll chop that one up to Jonathan Jonathan's the one that gave me that yeah yeah it's always H it's it usually works if you pair that with the decent creatives you know it's it's usually works um I like to do like an ibrd of like you know three to five days engagers on both Instagram and um and Facebook and then website visitors

[00:13:28] sometimes like seven to 14 days have pair both together and that's that's usually an easy that makes sense you want like the hottest audience who is just looking at that um okay I'm just thinking and I it's funny because I'm just trying to get my bite siiz lesson here um creative standpoint um how does me like I understand to an extent how messaging changes but are there any general rules you find from L1 L2 to L3 that you follow yes um actually I need to grab my phone John has I I saved a clip on my phone that I actually share with clients of John just talking about it it's kind of the it's the video where he's got the water bottle but he's like describing how your messaging should change based on the The Funnel level and I think it does such a great job but essentially it's like prospecting for L1 you're showing like how nice and fancy and sparkly your product is trying to get that scroll Shing piece whatever it is

[00:14:31] whether it's in the copy or the the creative which video is a good tool to use for that anyway so it kind of works out both ways um and then for L2 getting a little bit more salesy with it because remembering that these people have paid attention to us in some form but have not visited the website yet so that's an important piece where they're interested to a degree so you're giving them more informational content and then L3 they've now visited the website have not purchased that's a time where you can be displaying a promotional offer to them like a 10% off your first purchase or something like that all right I'm gonna go start a Facebook agency just kiding just kidding now we don't need that we need all the clients we can get the L Zer this one that you're seeing here this is our creative testing this actually has now been migrated over to our main campaign as of the first and this lzo campaign essentially is a CBO

[00:15:51] open Target customers excluded no bidder cost cap maximize