When you run your own business, you have 7 thousand different ways you can spend your money in order to expand. Using Facebook advertising is just one of them, so how do you know if you’re using your money effectively? I’ve put together what my team and I have found to be the MOST important elements that will allow you to use Facebook ads effectively.
Before you use Facebook ads effectively you need to be promoting and selling something that people want to have.
Your offer MUST sell.
Whether it’s a freebie, a quiz or a high end coaching program – it needs to be something people want to buy. If it’s not, no amount of advertising is going to change that.
You MUST have the Facebook Pixel set up properly on your website if you want your Facebook ads to be running effectively.
With the pixel on your site you can retarget individuals who came to your website and then clicked away without opt-in in.
With the pixel you can track sales and opt-in – this tells you how much it cost to get a sale or an opt-in (this is called cost per conversion).
In order to use Facebook ads effectively – you need a strategy.
Consider your goals, where you are in the sales cycle and who your customers are. What will you be promoting in the list building phase? How will you nurture your cold audiences and keep up engagement with you before you sell? How will you entice them to sell and will it be just Facebook or also Instagram advertising? If they decide not to buy, what could you tempt them with during the upselling part of your campaign?
This should be all part of the strategy that your Facebook ads manager creates for you – or you come up with yourself.
With your pixel set up you can create some very important audiences.
You can set up an audience for customers who sign up for your newsletter and then during your launch, you can encourage them to purchase.
You can set up an audience for customers who haven’t purchased in the last 30 days and encourage them to buy again.
You also can create look-a-like audiences. These are potential customers that are similar to your customers, website visitors and newsletter subscribers. With look-a-like audiences you lower your ad cost and maximize your profit from your Facebook advertising.
To use Facebook ads effectively, it relies heavily on targeting your ads to the right person.
Pay attention to who is opting in and purchasing your course – that will help you target the right potential customers with your offers.
When your ads go out to a general population or to customers who would never buy from you – you’re wasting your money. Research the right targets for you and get FB to suggest the right audiences in order to maximize your investment. Not sure how to do that? Let me teach you.
When it comes to targeting effectively you need to tweak and test. You won’t know how an audience response until you try it.
The Landing Page.
By now you know that Facebook advertising isn’t just about the ads – a MAJOR player in whether or not you use Facebook ads effectively is the landing page.
Where do people go when they click on your ad? That page needs to tell them what to do and why. It needs to be easy and optimized.
Is your landing page mobile friendly? Most of the purchases and the opt-ins that come from Facebook advertising are made from a mobile phone. If your website, sales page and landing page aren’t optimized for tiny screens held in the palm of the hand – then you’re wasting valuable money.
The Image and Copy.
Your image needs to be captivating and your copy needs to tell your audience to take action. If your image looks like everything else on Facebook, people will keep scrolling. If your copy doesn’t tell people what to do – then they won’t do it.
Images and copy take testing. I always run more than one image and more than one copy option. I run all the options and see which option gets the best results – this is optimizing your ads.
Have I missed something? Do you have a must have for effective Facebook ads that I’ve missed? Let me know in the comments below.