First things first–
Facebook ads have the power to build an email list from scratch, flood webinars with registrations, and sell out seats in online courses– but only if you have a million dollar ad budget and years of experience, right?
Here’s the issue…
Hopeful business owners quickly find out that there’s no simplified way to run ads that are affordable AND get results.
To make matters worse, Facebook presents a method that poses to be exactly that: the boosted post– bleh!
Even those who manage to dodge that pitfall still waste time and money on campaigns that don’t get results, which is ultimately due to a lack of guidance.
So where is everyone else getting this guidance?
There are tons of people who are kicking ass with Facebook Ads, and they’re using strategies that anyone could use. (Yes, even you.)
And I’m not talking about some spammy course called “FACEBOOK AD SENSEI v5.0 SUPER XL PROFITS (Bonus: Facebook Jedi Master: Using the Force for Profits)”
No secrets here, it’s all about employing smart research and calculated testing.
Tell you what–
If you promise me right here and right now to never click that “Boost Post” button again, then I’ll teach you the 3 things you need to do for your next Facebook Ad campaign to be a success.
1 // Separate your audiences into individual ad sets
Far more often than not, when I go into a new client’s ad account I see campaigns with just one MEGA ad set.
When I say mega ad set, I mean when they put in the effort to research some great audiences to target (more on that further down), and then they lump them all together in your big, gross audience cauldron like a witch concocting an ad set brew. Hair of Danielle LaPorte, the cover of 4-Hour Work Week, and the entire B-School community mwahahahah!
The problem with one all-audience-encompassing ad set is this is that your feedback becomes so nonspecific that you can’t tell which audiences are producing results and which are wasting your money, which takes us perfectly into…
2 // Test your cold audiences before throwing all your money at them
You’d be surprised by how often I think I’ve found a PERFECT audience for a client’s offer, and then some random audience I researched outperforms it four times over.
What the crap!
The point here is that you can’t very well guess which audiences will be best. There are so many variables involved that the only reliable method is testing.
To test you need to find audiences. To find audiences you need to research. Start by searching on Google for your competitors, and then plug their names into Facebook’s Audience Insights Tool (available in the Ad Manager).
NOTE: To make things easier and to take full advantage of interest-based cold audience targeting, download The Kickass Guide to Facebook Ads: 3 Easy Steps to Generating New Leads on a Tight Budget.
Step-by-Step Facebook Ad Prep Work
This free 7 DAY EMAIL COURSE will show you what it takes to start running effective list building campaigns.
Find at least 10 audiences and then spend $1/day advertising to each of them. In just a few days you’ll have enough data to turn off ones that aren’t working and scale up ones that are.
Have fun watching your Cost Per Click (CPC) drop through the floor. The rest of your costs will follow.
3 // Track results that actually matter
Clicks to your website are great, but they don’t put dollars in your pocket or emails on your mailing list.
New subscribers, webinar registrations, and purchases all matter much more, and they’re all trackable.
Facebook makes it easy to track these with Conversion Pixels– little snippets of code that you put on specific pages of your website that indicate a desired action has been taken.
Don’t worry, it’s easier than it sounds.
For example, if you have a thank you page people see when they sign up for your mailing list, you’d put one there. Then when you run a list building campaign and someone you’ve served an ad to sees that page, the pixel tells Facebook and the ad set they belonged to notches a conversion.
This is really important because one audience may produce the majority of your clicks, but when they get to your site they’re just leaving without taking action. This typically means your audience is bunk or your landing page isn’t converting.
You won’t have a clue unless you’re tracking it.
You should never run out of audiences to target. Using the Audience Insights tool with even just a few initial targeting options should be sufficient to find more interests than you can test.
Again, these tactics aren’t that difficult, they just require a guidance the first few times, especially with the testing and research process.
Don’t worry– I won’t leave you hanging.
I cover how to find new audiences to target plus how to drive your costs down by up to half (or more) in The Kickass Guide to Facebook Ads: 3 Easy Steps to Generating New Leads on a Tight Budget, which you can download instantly after entering your email below.
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