Too many people waste money on Facebook ads.
Not because these ads don’t work – but because they’re not doing them right.
What gives me the place to say this?
Well, nothing…except for the fact that I oversee a $100,000 monthly Facebook advertising budget for one of my clients. I’ve been advertising heavily on Facebook for over two years and regularly see a 300%+ ROI on some of my top ad campaigns.
Do I have your attention now? … Good 🙂
Now, the reason I say too many people are wasting money on Facebook ads is because they’re uploading ads just for the sake of uploading ads.
They’re doing it without a tangible goal in mind.
If you’re advertising on Facebook, ask yourself: “What result do I need to achieve for my ads to be a success?”
Since I want to help you spend your money on Facebook more efficiently, here are 7 things I think everyone advertising on Facebook needs to know.
1) Your #1 goal with Facebook ads needs to be conversions
In other words, at what rate are people doing what you want them to do (opting in, clicking, buying, staying on your page, clicking around, etc.)?
Clicks are important, cost per click (CPC) is important, impressions are important – but at the end of the day, what matters are your conversions.
If your conversions are optimized, a $100 budget can do better than a $1,000 budget.
2) Your ads need to be congruent to your landing pages
If your ad is presented with some gimmicky picture just to get lots of clicks, then the landing page will not convert.
Make sure there is congruency between the ads and the landing page itself, so people feel a similar conversation all the way through your process.
If your landing page is calling for the viewer to opt in to a webinar or opt in for a freebie, your ad should call for the same – trust me, this process of being up front in your ads will greatly increase your conversions on your landing pages.
3) Target your target demographic relentlessly
Facebook allows you to target users by specific interests, ages, education level, geographic area, languages spoken, behaviors, categories, etc. – take advantage of this. Find who your target customer is and go after them.
To this same effect, Facebook allows you to upload custom audiences and target ads to them, so you can upload an email list you have in your database and advertise to them directly on Facebook.
These hyper-targeted efforts will save you money in your CPC (cost per click).
4) Experiment with different ad types
Facebook allows you to post right-hand side ads (for desktop users), mobile ads, newsfeed ads, sponsored posts and video ads.
From my experience, sponsored posts perform the best for me, but mobile ads/newsfeed ads & right-hand side ads get me the lowest CPC. Video ads are tremendous for getting exposure to your video content, as videos uploaded directly to Facebook are automatically played on the desktop version.
Maybe a sponsored post will perform better than a newsfeed ad for you, too…experiment with different split test variations to gauge your best results.
5) Split test the same ads with small differences
Try different things in your ad headlines such as questions and statements…
Try upside down images to make your ad stand out.
Try using different colors in your ad image to draw the users eye to your ad.
Try adding a dark filter – or light filter – over your ad image.
Try new things. A lot of times, many of my biggest breakthroughs with ads have come from making simple changes & split testing new ads.
6) Monitor negative comments
Let’s be frank – some people are a$$holes online just to be a$$holes. They see someone advertising with their hard-earned money and leave negative comments just for the hell of it.
But then there are people who leave negative comments with legitimate reason (maybe they’ve been screwed over in the past by a similar offer, or your company’s customer service wasn’t up to par with their expectations). Whatever the case, make sure to monitor negative comments on your ads.
Sometimes, ads get negative comments from people who simply do not like seeing ads in their newsfeed. Always monitor these comments, or you will basically be paying for people to see your ad filled with negative comments.
7) When you get someone’s attention, make it count
Consumers’ social profiles are littered with content – ads, posts, photos, videos, etc. etc etc.
You are competing with family & friends, AND other marketers to get someone’s attention.
So, if you can get their attention for just a few seconds, make it count!
Featured Image Credit >> Illustrated By Author
