Facebook ads can be so effective it’s actually scary.
Facebook has A TON of data.
Data is the new gold and Facebook harvests it 24/7.
The more data Facebook gets fed, the more accurately and confidently its A.I. can make decisions about who to show Facebook ads to, when to show them, what variations to show, etc.
Facebook is really just a data harvesting machine paired up with a complex algorithm that has the goal of finding what content and ads resonate and get users to take action.
Moving away from Facebook, below are just two quick examples of some cool and effective test campaigns I ran that had a killer ROAS.
- $360 FOR 980 LEADS
- $387 FOR 1021 LEADS
- $223 FOR 325 LEADS
Map Out the Process
Map out exactly what you want someone to do before they take you up on your offer.
Let’s think through the approach together. Here are some questions I’d suggest reviewing before doing anything online:
- How do people find you and your business now?
- What do people find value in when it comes to your deliverables?
- What questions are people asking about a subject that you can answer that also aligns with your business goals (use answer the public to find commonly asked questions around the topic you have experience / expertise in.
This could be a 2 to 3 step process, or it could be a 3-7 step process.
It really depends on your unique situation and goals.
Here are some examples of targeting along with some “If this then that” logic towards the end of the funnel and sales process:
- I want prospects that don’t know me, my business/brand, or anything about us to read a blog post that has this keyword in it before they get any content that relates to any educational / middle funnel content
- I want the targeted facebook users to watch X% (5,15,25,50,75,90,100, or custom percentage) of this video on Facebook before they get shown the next video in my facebook video ads sequence. Another easy way to put this is I want someone to watch a total of 4 videos in a sequential order before I target any offers to them. So, I want to make sure that people that watch at least 75% of video 1 (of 4) don’t see that video again and are then moved into the list of people to show video 2 (of 4) to. then 3, then 4 until they are warmed up and you are ready to show them an offer.
- I want the people who went through my facebook video ads sequence to get targeted with an offer for the facebook ads lead magnet
- I want to make sure that anyone who is trying to schedule a call with me has filled out the lead form first so I have necessary information when getting into the meeting.
- I also want to automatically reschedule the strategy call if calendar invite wasnt accepted and confirmed 30 minutes prior to meeting
- I want to send an email and text warning the person that requested the strategy call that if they dont accept the meeting request and confirm attendance, I’ll be automatically rescheduling at 30 minutes before meeting time.
- If everything goes well and an agreement is made, I want to then send the new client an onboarding video thanking them and telling them what they need to do so myself and the team have everything we need on our end to do our job effectively and report on an ongoing basis (if that’s what the client selected)
Effective Facebook Ads Targeting (Cold Audiences)
When you start pushing Facebook ads to Facebooks users, make sure that you choose facebook ad targeting that aligns most with your target persona.
This takes a while and some experience to get down and really get good at.
But it’s well worth the time to know what you can do with this platform and the ways you can market to people with it.
You have a massive amount of targeting capabilities with Facebook. If you plan on managing or getting into the weeds of Facebook ads yourself, it’ll likely help to get familiar with the kinds of targeting the platform has to offer.
Above is a pretty cool resource I found a while ago that helps visually segment the Facebook targeting options on one big document.
And this doesn’t even cover them all.
Facebook adds and deletes targeting options all the time based on new rules, laws, data, and other changes in the industry and 3rd party data sources that share content with Facebook to help with increasing targeting accuracy and effectiveness.
You’re losing out on massive amounts of potential revenue if you aren’t using retargeting ads to show specific media, content, and offers to site visitors who showed interest in a specific topic, product, or service.
About 95% of your site visitors are likely to never return after leaving your website. Retargeting ads help with getting visitors back to your site and nudging them closer and closer to taking the action we want them to on our website page.
You can do this (retargeting) on just about any social platform you’d like to run ads on.
So you should be setting up retargeting on whatever platform you know your audience is hanging out at online (Pinterest, Twitter, Instagram, Quora, Etc.)
Below are screenshots of ad managers on another platform to show you the abilities to retarget and use site data to set up retargeting campaigns.
You just need to label the URLs on your website that are associated with reaching goals (add to cart, checkout page, thank you page, etc.) and do this for each platform or use Google tag manager to help manage it all.
Here’s a page on how to integrate G-Tag Manager and Facebook Pixel Data so you can validate and simplify things for yourself and your business.
Create action-specific tags – Taken
Now that you have your base code installed, you can create specific tags for the different types of pages and events on your website (ex: product page, add to cart button, purchase page).
- In Google Tag Manager, select your website’s container and click Add a new tag.
- Name your tag, then insert just the snippet of code relating to that event, plus any other variables you want to receive. Keep in mind your variables (ex: product_ids and product_name) may be different from the example below.
- Click Custom HTML Tag and enter a name for your tag.
- Copy and paste the snippet of code relating to the event and any other variables you want to receive. Keep in mind your variables (ex: product_ids and product_name) may be different from the example below.
- Under Advanced Settings, select Once per event under Tag firing options.
- Under Tag Sequencing check the box and select your base code tag, to ensure this tag fires after your base code.
- Under Fire On, select the trigger that is relevant for your site.
- Click Create Tag.
- 9. In the same way, create tags for the other events on your website (ex: add to cart, purchase). See the examples below.
- When you’re finished creating tags, click Publish.
Custom audiences are audiences you create based on people who have interacted with you in the past that you want to re-engage to further them down the funnel.
You can upload a CSV file that has your whole email list on it and tell facebook to find people on its platform that are similar to the people on your email list. This is with the goal of targeting ads to them since you know that anyone like the people on your email list will likely take the action you want.
- Add your customer list: You can create your Custom Audience in Ads Manager. Once in your account, go directly to Audiences, then go to Create Audience > Custom Audience > Customer list
- Prepare your customer list: Select the identifiers to include, then add the customer list you want to use for your new Custom Audience and give it a name.
- Review your customer list: Confirm that you mapped your identifiers correctly or check to see that all errors are resolved. (see here for full instructions)
Lookalike audiences are audiences you create with the intention of finding people that are similar to your highest valued customers/clients.
You would for instance maybe want to find people on Facebook’s platform that are similar to a group of people that joined your “mastermind” group. A mastermind group is a group of people that have paid the most for your services, tools, information products, and live events.
So your goal is to find and advertise to the people that most resemble the mastermind group. Facebook will look at all of the data and find the most relevant group of people to advertise to.
Proper Content Strategy
Having a content plan or content strategy can compound the results you see on all platforms but especially on Facebook.
When you have a well-thought-out way of showing content and offers to your target audience, it does wonders to your numbers and ability to consistently achieve business goals. Without a proper content strategy, you’re kind of shooting in the dark with no foundation to hold you steady while testing, optimizing, scaling, and growing.
For instance, a content strategy would properly map out and think about the questions and concerns someone would have before pulling the trigger and doing business with you or taking advantage of one of your core offers.
Which avatar is it that you are trying to create a content and offer sequence for?
What keywords would be used at each stage of their conversion?
|AVATAR||LIFE COACHES||BUSINESS COACHES|
|AWARENESS CONTENT||TIPS FOR ACQUIRING MORE LIFE COACHING LEADS FOR CHEAPER||TIPS FOR ACQUIRING MORE BUSINESS COACHING LEADS FOR CHEAPER|
|CONVERSION CONTENT||FACEBOOK ADS PLAYBOOK FOR COACHES AND CONSULTANTS||BUSINESS COACHING CLIENT ACQUISITION SYSTEM PLAYBOOK|
|ASCENSION CONTENT||HOW TO APPROACH AND MASTER FACEBOOK ADS | VIDEO SERIES / COURSE||CREATE AND EFFECTIVELY USE A WEBSITE, FUNNEL, AND PAID ADS (AN OVER THE SHOULDER WALKTHROUGH)|
Video ads are some of the most effective ads out there (especially when done correctly).
A majority of the content being consumed every day is video.
There are all sorts of reasons that videos usually do better at hitting goals than other content.
We won’t get too into the weeds of why (there are a lot) but to sum it up, a message and idea can be conveyed and understood much easier through video than audio, images, or text-based content.
On top of being a more digestible kind of content, you can create and sequence out video content based on the consumption amount of the previous ad shown.
You can tell Facebook to make sure that no one sees “video b” until they watch at least 75% of “video a”.
So you can create a filtration system with your video series making sure that only those that are qualified to hear more information will.
And those that aren’t interested get excluded from being shown the next ad so you don’t waste any more ad dollars on advertising to them.
Test New Ideas 24/7 (You’re Going to Love AdEspresso)
With Facebook ads, testing and innovating to find new things that work for your business and your target audience is something that will save you tons in the long term along with giving deep insights into what makes segments of people tick.
Ad Espresso is a tool made by Hootsuite that allows for rapid testing and optimization. You essentially just plug in the different variables into what you want to test (audience, headlines, copy, call to action, placement, and a few others) and it creates the variations for you to start testing with.
It’s auto-optimizing based on the goals you set for it which is a metric you have to determine based on your overall strategy and how you’re approaching your digital marketing.
It also creates up to 250 ad variations for you to test with just by adding multiple items to each part of the campaign you would like to test.
Acquire & Use Data (lots of it) to Inform New Campaigns
With other digital marketing like SEO or organic social, you can’t just choose to turn the dial up on how much you’re spending to increase your traffic to your site.
You have to go do manual outreach or post more with more hashtags or do stuff that seems tedious and likely not to be worth your time.
Facebook ads solve that by giving you all the traffic you need (as long as you’ve got the cheddar) from the kinds of people likely to be interested in doing business with you based on their interests, behaviors, and demographic targeting that Facebook allows us to use.
With Facebook ads (and other paid channels) you get to test and see what does and doesn’t work on your target audience(s) real fast which gives you an edge over any competition. If you understand your
You know what does and doesn’t work on your target audience. If you know your target audience better than anyone else and can speak to their needs and actually fill those needs with your product or service
Include / Exclude URLs Throughout The Customer Journey
To make sure that people are targeted up to the point you want them to with your ad, you need to organize and list in order the URLs that are hit and not hit to get to different parts of your site/content funnel.
- did they visit a product or service page?
- did they which one?
- did they add anything to cart or click learn more on a blog post about a specific topic?
- did they fill out the form on page if there was one (free subscription or free lead magnet)?
- did they confirm their email?
Effective and Value Loaded Offers
Offers need to stand out and be of value to your prospects.
You shouldn’t have to fight for leads online with your competition if you have great offers and great content that merges your content and services smoothly and in a way that feels natural to the prospective client.
let’s talk about some different types of offers (bribes):
- Ungated content (free value/information/content) – content that is free to consume that doesnt require any contact information or other personal information in order for you to access and consume the content. Some examples of ungated top of funnel content would be like youtube videos, blog posts, podcasts, social media posts, and
- Lead magnet (incredibly helpful) – (task lists, SOPs, How to Guides, videos, video series, etc.)
- Tripwire offer (even better) – you should have 5-10 times the value given in any lead magnet offered than the lead magnet that it’s related to in the customer journey. This is the last stage before closing.
- Core offer – This is your main flagship offer. This should be a huge value add and should reduce lots of pain and help achieve goals of your target audience. The delivery of the core offer should make your clients so happy they want to refer their friends and colleagues to you for anything that you maybe able to help with.
Most people are comfortable and just doing what they can do to get by (nothing against those people but the mindset transfers into everything else they get involved with). Most stay stagnant and don’t pursue greatness in any form.
This unfortunately is the same with the offers that people and businesses are making right now.
Everyone is competing with each other over price and what they can get away with delivering as their value add to their market. It’s an ugly and never ending game of who can give as little as possible but get the most for it.
Play the game opposite of the one just mentioned. Do the MOST for your clients and OVER DELIVER EVERY SINGLE TIME YOU TRANSACT.
The goal is to have prospects and clients saying “I get all this for that??”
You want them on the verge of thinking you may be crazy for fulfilling your offer.
Not many people take the time to create and really deliver the value of an unbeatable offer.
If you get your offer and audience aligned it’s only a matter of time before you find what makes your audience take the actions you want them to be taking.
I’ll be posting soon about how I created my offers and packages after I finish with refining them.
I’ll flesh out how I brainstormed and decided on the final offer and deliverables soon. I’ll throw a sneak peek in though so you can get an idea as to what my SimpleMind doc looks like before revision and completion.
Hope it helps get your brain juices and creativity flowing.
If you’re open to trying or consistently doing anything I’ve mentioned above, schedule a call with us and we’ll see if we’re a good fit and see how we can help.
Worst case scenario is you schedule a call with us, get free and personalized advice / tips, and you go implement them yourself or find someone else to help with your digital marketing / Facebook marketing needs.
Below is an ongoing list of other somewhat secret references regarding Facebook ads and similar content to help you.
- Facebook Ads for birthday promos
- Facebook offer ads
- Facebook lead ads
- Facebook engagement ads