3 Marketers Podcast

Creating And Scaling The Perfect Facebook Ad With Justin Lofton [Episode 13]


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Facebook advertising is a hot topic right now in the marketing world.

There are so many theories and strategies out there, how on earth are you supposed to know what’s going to work for you?

Every business is different so it's best to get as much info and advice as you can from different experts.

That's why this week we sat down with Justin Lofton, to find out his very own Facebook ad strategies and why they work so well.

If you know anything about Justin and his company SyncSumo, then you know this is an episode you won't want to miss…





There are two core audiences:

  • The best custom audience is your current customer list. You can get in there and run ads to them, as well as make lookalike audiences of folks on Facebook who look just like your customers.
  • An audience of prospects – you can target them on Facebook to get them to take the next step and make a purchase.

You can also use these audiences to include and exclude on Facebook so that you aren’t showing your customers your prospect ads and the other way around!





  • 1,000 or more emails or data points give Facebook the maximum opportunity to find the best people on the platform.
  • 100 emails or data points would be the minimum you would want to put into an audience for lookalikes to perform well.

*A data point could be an email address, phone number, name, zip code, and Facebook is working to add even more to match up to a Facebook ID.*





  • Only put one ad in an ad-set.
  • If you put more than one ad into an ad-set, Facebook doesn’t give each ad an equal amount of impressions so you won’t be able to correctly test which ad is performing better.
  • If you want to test various creatives or copy, then it’s best to put each one in its own ad-set.
  • You can also now split test different variations of your ads based on creative or audience.





If you’ve got an ad that’s working for you then you can scale up like this:

  • Method 1 – Increase the budget by 20% per day for as long as the ad is performing for you. (If you increase more than that it can trigger the algorithm and your ad could start getting too expensive.)
  • Method 2 – If you have an ad that is working well for you, you can duplicate that ad-set and increase the budget at that point. Everything about the ad will stay the same but you can now significantly increase your ad budget without the algorithm getting in the way.





If you’re running cold to a new ad, then you are best off sticking to the Facebook feed and Instagram feed. Just turn everything else off!





  • Generally, people have a short attention span on the internet so getting people to consume the information you offer can be a battle.
  • You want to look at what has worked best for you before then find ways to tighten up your content so that it can be consumed a lot quicker.
  • Make it short and sweet with high value – that’s the key!

Justin Lofton 3 marketers Podcast





A book that you would recommend…
The Four Agreements by Don Miguel Ruiz

What is your top success habit?
For me these days I do a lot more meditation, exercise and family time.

Who do you look up to?
I really tend to look at everybody as providing some value.

How do you define success?
I think it’s different for everyone in the many stages of our lives. For many years I chased money, but now I feel that success is about how many people I can help.

Here the big one…who do you like more, Rob or Kennedy?
I’ve known Rob for a long time – so I would have to say Kennedy! (We’re starting to feel like this is becoming a bit of a trend!)

Finally, where can folks go to find out more about you?
You can find out more about me over at justinlofton.com or heads to SyncSumo.com to find out more about what we do.

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