"Facebook ads are such a waste of money. I tried them and I didn’t see the results. I dropped hundreds of dollars into my ads and I didn’t get the ROI I was looking for."
If that sounds like something you would say, then consider this an official challenge you to give them a second chance; but before you do, there’s a few things you need to do and consider.
Before you start running your ad, you need to ask yourself – what is your objective? If you don’t start with a clear goal, you’re not going to see the results you’re expecting.
What is the desired action that your target audience will be making? Are you looking for them to click a link, opt-in, engage with a post, watch a video, make a purchase or something else?
Have a clear call to action within your ad. You want your viewers to know exactly WHAT you’re looking for them to do. Take away the mystery and make it easy for them.
When creating the ad, make sure you select the right objective. If you’re trying to get more traffic to your site, than boosting a post for "more likes” might not be the best option for your ad’s strategy.
Next, think about who exactly you’re trying to market to. This doesn’t just mean “male, female, ages, and location” – although this is a big part of it.
Do a deep dive into defining your target audience. If you’re determined that it’s “everyone” after asking yourself the following questions, then think about who you DREAM clients or customers would be and try again. No matter what your brand or business is – your target audience is NOT everyone.
Let’s start with the obvious – what demographic groups are most likely to take the desired action you decided on in step one.
- Age Group
- Gender (M, F, both)
- Location (local, regional, national &/or urban, suburban, rural)
- Marital/Family Status
- Income Level
- Education Level
Now determine how they think… What are their:
- Personality types
Next – what are their needs, challenges or frustrations? By asking these questions, you can change the conversation from “buy my product” to “how can I help you?”
So, answer the question… How does your service or product help your target audience?
- What problem does it solve?
- How does it make their lives easier? better?
- What would motivate them to pay for it?
Assuming your product and service will meet their needs and solve their problems – what drives them to making a purchasing decision?
- What influences them to take that final step?
- What obstacles might be in their way?
We’re not done – next think about what they currently use or support. Do they use something from your organization or a similar organization?
Lastly…. What media do they currently use?
Consider things like:
- Tv & Movies
- Social Media sites
- For social media, also consider the times they are most active and what types of content they engage with!
Targeting within your ad:
You now have a well-defined target audience, so you can be aware of your targeting when creating your ad. Not only can you really narrow down who you’re trying to reach, but you can also narrow down the people you are NOT trying to reach and exclude them from your targeting.
This will prevent you from wasting ad spend by reaching people who won’t convert.
There’s no point in blasting out an ad for a couple hundred dollars if you don’t have a way of capturing the data or leads.
Make sure all the pieces of your funnel – landing pages, opt-in, confirmation pages, upsells, down sells and order bumps are all in place BEFORE you start running ads to it.
By including upsells and order bumps, you can create funnels that pay for themselves – or better yet, make you money! If you knew you could run an ad for $1 to your funnel and you made $3 back – it suddenly becomes profitable for you to put more ad spend behind it.
Include your email sequencing as well – so even if they don’t make a purchase right then and there, you’ve captured their email and you’re building a relationship with them so they’re more likely to purchase from you in the future.
Ensure that you make things as easy for your customers as possible. Russell Brunson says, “A confused buyer never buys.” Don’t make them search for the product. Make things straightforward and remove the barriers for your customers. The more barriers there are, the less selling you’ll end up doing.
You wouldn’t walk up to a stranger and jump right into a sales pitch without an introduction, yet businesses and brands do this all the time online.
Businesses and brands attempt to sell to people they have no repertoire with. They’re paying big bucks to get their brands in front of new people in hopes that they customers will click and buy.
These same businesses and brands are often left feeling discouraged because the ROI of their ads doesn’t seem to make it worth while.
Retargeting is the key to decreasing your ad spend. This is when you take people who have engaged with your audience in some way online and send out advertisements to them specifically.
There are so many ways that you can retarget – and we do this through creating custom audiences within your business manager.
By creating custom audiences and retargeting to audiences that are already familiar with your brand, you can decrease the cost of ad spend by 40%! Imagine how much further your ad spend budget would go, simply by being strategic in how you’re marketing.
Running ads, there can be a lot of testing involved. You can test any of the following:
- And even ad-spend!
When testing, watch what’s working and what isn’t. If it’s not performing, shut it off. If it is, and it’s a profitable model, then duplicate the ad and push it out to as many people as possible!
You can test by changing the ad up manually or you can run an a/b test where Facebook will determine which ad is performing best based on your objective for you. Once it determines which ad performs the best, it will put the remaining ad spend behind that ad.
Your copy matters! Think back to your audience that we defined so clearly at the beginning.
You want to market to them specifically! Call them out and take away the mystery of WHO you’re marketing to.
Are you a tired, overworked mom?" or "Hey, YOU. Yes, you - the busy entrepreneur who doesn't have time for...."
Include the benefits and acknowledge the pain points that your audience has related to your product or service.
And then challenge anything that might get in the way of them making the decision to opt-in or purchase.
Don’t be afraid to use emojis. They break up the text, add a bit of personality and can be a great way to cause pattern interrupt.
When deciding on a photo or video to use for the ad, you want to design it with your audience in mind. Remember that they are bombarded with ads and content all day long. So, what is going to make yours stand out against everyone else’s?
What will resonate the most with your audience? What will make them HAVE to click on it?
You want to use brightly coloured images or videos – shocking images can be a great way to grab attention – especially as a thumbnail on a video.
The colour orange is the top performing color for ads.
If you’re doing a video, make sure that your audience can watch it with the sound off and still know what’s happening. Adding captions to your videos are beneficial.
Don’t set and forget:
When you set up your ads, you’ll want to monitor them. Log in regularly to see how they’re performing. If it’s spending too much money, then shut it off and tweak the copy, creative or something else.
Running ads doesn’t have to be a waste of money. But they’re also not a throw together last minute and hope for the best thing. They take an immense amount of planning and strategy to have the best success.
Owner, AIM Social Media Marketing Nichole Howson is a social media marketing strategist that works with businesses to increase their reach, engagement and bring in qualified leads that convert. Nichole has worked with businesses globally from both ends of the spectrum – start-ups and well established. She focuses on the strategy FIRST before getting started – building a firm foundation for each business’ online marketing.