Facebook Ads That Amplify Your Business
I know that Facebook ads often feel frustrating, intimidating and darn confusing! I dive in on The #PrettyAwkward Entrepreneur Podcast, where I team up with Megan Yelaney to share actionable steps anyone can use to create Facebook ads that amplify their business.
So if you’re an entrepreneur looking to learn, grow your business strategies and mindset, and scale your biz to multiple six figures while having fun doing it… CLICK HERE to listen to the podcast where you’ll listen in as we talk about the tools, strategies, and tips you need to make Facebook ads that convert viewers into customers!
HOW TO MASTER FACEBOOK ADS: WHO SHOULD BE INVESTING IN FACEBOOK ADS IN THE FIRST PLACE.
If you already have something that’s converting well for your business – like a sales funnel setup that you’re putting out on social media and people are organically going through – that’s a great time to use ads. Why? Because you can just feed that fire and scale it up.
But even if you don’t have highly converting content, ads can still be very useful for newer business owners. If you’re a SUPER brand new business owner still figuring everything out, going straight to ads is probably going to be not the best fit. But if you’ve worked with some clients and you feel good about your sales process, ads can be a good idea to get some momentum going. I recommend initially using ads to get people onto your email list and generate new leads because that will eventually lead to sales. That’s also the best way you can use your money when you’re just getting started and want a tangible return where you can easily see how successful the campaign was.
HOW TO MASTER FACEBOOK ADS: FOUR COMMON MISTAKES TO AVOID.
So when you do decide to jump into the Facebook ad game, be aware of and avoid these four missteps:
Choosing the wrong ad objective. Facebook offers like twelve or thirteen different objectives for your ad campaigns, and if you choose the wrong one, Facebook is not going to be able to get the result that you want. For example, if you want to get leads or sales, you need to be choosing the conversion objective with your ads instead of the engagement objective.
Not targeting the right audience. A lot of the time, people will take different pages or interests and lump them all together into one campaign or ad. So what Jaymie recommends is separating your audiences into different ad sets with each ad set targeting a different group or category of your audience.
Not running ads with the right offer. Jaymie always recommends starting with something free because when you’re advertising to get traffic from people who don’t know you, you can’t start by asking them to buy. In particular, Jaymie values a lead magnet versus a freebie. A freebie is often just something you’re giving away to get people on an email list, but with a leave magnet, you’re designing to attract a lead to your business that is going to buy from you on the back end.
BONUS TIP: Make sure your lead magnets have “S.A.S” meaning that they are short, action-oriented and solution-oriented.
Not using retargeting ads, which are the most cost-effective. At the point when you’re retargeting, you’re going to be in front of people who already know you. So with a retargeting ad, you’re guaranteed to show back up in front of traffic you’ve already paid for, even if it’s your email list or people that you’ve already spent time nurturing connections with. And why wouldn’t you want to show back up in front of them again?
There are two ways to use retargeting ads. First, is to just nurture, build engagement and build relationships with people. So many people overlook the power of ads to show people that you and your business have value.
Second, you CLOSE the sale! Again, you already spent time nurturing people. Now you’re simply reminding them to come back and take action.
HOW TO MASTER FACEBOOK ADS: THE IMPORTANCE OF MINDSET AND PATIENCE WITH FACEBOOK ADS.
The mindset piece is a big piece of ads. After all, running ads means investing money into your business, and that can trigger a LOT of emotions. And so when you’re into ads, I recommend being prepared to not make your money back right away. But you should be able to see whether things are working for you within a reasonable amount of time – say, a week or two. And then in terms of getting an ROI, it’s realistically a 30-to-60 day thing because it just takes tweaking and testing to figure out what’s the right audience and messaging.
And just to remember: any money you spend, you’re collecting data and you’re figuring out what’s working, what’s not and why, and that’s so, so valuable. That’s not money wasted.
HOW TO MASTER FACEBOOK ADS: WHAT TO KNOW ABOUT VIDEO VS. PICTURE ADS, AND INSTAGRAM VS. FACEBOOK ADS.
Personally, I love video ads and thinks it’s one of the best forms of content you can put out right now. I wouldn’t say that you have to use video by any means. It’s just a matter of testing which is more appealing to your audience. Also, keep in mind that images can be more powerful to get people to sign up for something or take action because videos can distract people from clicking through. But when it comes to retargeting, video builds trust more quickly and powerfully than anything else.
As for Instagram ads, again, the success of it depends on your audience and account. But I will typically run ads on both Facebook and Instagram for new clients and just see where the ad performs best.
The most important thing is to not assume that one platform won’t perform well because you could be missing out on a huge audience. With her clients, I often see people so obsessed with the fun aspects of Instagram that they forget there are plenty of people who want their service who are on Facebook.
And the other thing we have to remember with Facebook versus Instagram is that Facebook been around for longer and they’ve had ads on their platform for a lot longer. So people are a little bit more used to them, and that can make traffic convert better on Facebook ads. So even if your audience on Instagram, more people might opt in or buy from the Facebook platform.
CLICK HERE to listen to the full episode!