Let’s get real on the topic of Facebook Ads. I find they are something that people have a HUGE love/hate relationship with, if you love them it means you have found your Facebook Ads sweet spot. Which is freaking awesome! If you are one of those people then I have some simple advice for you. Scale the hell out of them and always review them so you can adjust your strategy in need.
If you are someone who is on the hate side of the fence with Facebook Ads then my friend keep reading I have some gold that will help you.
The Facebook Ads platform is one of the most targeted advertising platforms around. You could target a 38-year-old woman with children between the ages of 8-12 living in Podunk Hicksville that is self-employed with an interest in knitting. Random example but I think you get my point.
One of the things that a lot of people say when they get started using social media for their business is that they need to advertise so they can sell more *insert their product or service here*, most of the time this is coming from a place of lack. The focus is on empty appointment books or shopping carts and they try to fill that with a Facebook Ads strategy that comes from desperation.
Something I say to my clients and in my own content all the time is this:
“Your Facebook Ads strategy should NEVER come at the expense of your organic content”
The reason for that is two-fold. If you have not mastered the art of creating engaging content that is speaking to your ideal client using the FREE option of Facebook then you are going into a paid platform totally blind. Your Ads need to speak to your ideal client just as much as your organic content does, but with a Facebook Ad you are trying to either reach your cold market to get them into your funnel or re-market to your warm market to get them to be a paying customer.
This means it will also cost you a metric crapload of money. One because you haven’t yet worked out what strategy would work based on the point I made above and two because if you are not using your FREE content to grow your followers/potential clients you are just going to throw money at Ads as your only growth strategy.
So before you even embark on a Facebook Ads strategy ask yourself this:
- Do I know who my ideal client is?
- Do I know where they are in the customer journey?
- Do I know what content will speak to them?
- Do I know what offer is right for them?
Once you can answer those questions with a YES you can embark on a Facebook Ads strategy.
What the heck is a Facebook Ads strategy I hear you ask. Good question. You can’t just go and willy nilly create Ads there is a process to finding that Facebook Ads sweet spot. Once you have found the Ad set that works then you can scale the living shit out of that bastard! Until then this is what you need to do:
- You need to have an offer for your cold market. A carrot dangler if you will that will get them into your warm market. Otherwise known as a lead magnet or opt-in. This is going to form one of the Ads that you regularly run. The purpose of this Ad is to have people follow you on Facebook, drive traffic to your website or grow your email list. PLUS if you have the ability and back-end systems to support it you will achieve the trifecta.
- You need to have an offer that you use for re-marketing purposes. If you don’t have a website you can re-market people who have engaged with your page in the last 365 days. Which also highlights the importance of ensuring that you have a good content plan that has a high level of engagement.
Once you have both of those you can create Ads to serve up to those people.
What you want to do to find your Facebook Ads sweet spot is test what is going to work for you.
You can do this via split-testing which is where you create a group of Ads and Facebook tracks the performance and delivers you a report at the end of the Ad period.
In this split you can test things like: Different creative-Same audience. Different audience-Same creative.
You can also get even more advanced and test: Different creative-Different audience. This strategy is good for serving content to specific groups of people targeting just them. For example: I could create 3 different Facebook Ads targeting different business types. My target market is small business so I could create an Ad specifically for Beauty Therapists, one for Mortgage Brokers and one for Personal Trainers. This is good for a couple of reasons. It defines if there are specific business types that are or are not attracted to my message. It also allows me get really targeted in each Ad and serve up content to exactly that person rather than a broad message to all small business owners.
So you want to create a few different creatives in these creatives you want to have a few different images/videos and copy that goes with those images. You want to find images that speak to your target market and copy that is engaging. You want people to stop the scroll hole and read your Ad. This is not the place to be boring!
Then you want to create some audiences inside the Ads manager that you serve this content up to. GET really specific here. Think age, gender, demographics, interests, what Pages they follow, job title, occupation for your cold market Ads. Go through each of the menus inside the platform and find the little niches that you need for your audiences.
While you are doing this what you are doing is creating traffic to your desired location which you then can use to re-market through custom audiences and create lookalike audiences of those people.
You are also finding your sweet spot and once you find the Ad set that works you can scale that so you are using the platform to generate leads/income while you test other Ad sets that can work for you.
Does this cost money? Of course it does! But Facebook is still one of the cheapest advertising platforms around. You can start for as little as $5 a day then scale higher once you have found the Ads that work for you.
Facebook Ads can have a place for all businesses when done with a strong strategy and a clear funnel. Just don’t leave your organic content, networking and other opportunities to grow your business slide. One thing we know for sure is that Facebook is a changing platform so keeping your eggs all in the Facebook Ads basket is not the best business decision. Have a place for them when it is right for your business and still love on your other referral drivers.
If you want to know more about Facebook Ads then I will be running another Facebook Ads Bombshells Bootcamp (*insert cheering here!*) to give you an intensive online coaching on how to have a solid Ads strategy and create Ads that work. Check out more about this amazing value offer over at Facebook Ads Bombshells Bootcamp