Before we offered social media content, SEO, web design, branding, and photography we only offered Facebook ads to our clients. Even though Facebook ads can provide a big boost to your brand and bottom line we recommend making the investment into other digital marketing solutions that will help reimagine your online presence and put you one step closer to reaching your goals. With that said, our team got together to talk about what we have learned over the years from running Facebook ads for our clients. We came up with around 50 different steps to take to create a winning Facebook ad campaign but decided, as a team, to only put out these 6.
Set your goals
Make it attainable. Design your ad around your goal - if your goal is to sell 150 more books then find out the conversion rate of visitors you need to sell that many. For example, one of our clients has a rummage sale every year. We run an ad with the goal of getting as many people to respond to the event as possible. We usually set a goal of around 500+ responses. Once we do that we now know that we have to figure out the right budget to get that many responses.
Set your budget.
Your budget is going to play a big role in how well your ad does. If you spend $1 a day on an ad you are most likely not going to reach your goal. Finding the right budget can be tricky you'll need to examine your past conversion rates and the average conversion rates of the industry, you'll also need to examine what it is that you're selling or the service you are providing costs. For example, if I am selling a service that costs $500 I know that if I spend $500 on an ad that I need to bring in at least 2 jobs to pay for and make a profit from the ad.
Build your audience
Did you know that you can build custom and in-depth audiences on Facebook that helps you target the right people you’re looking to reach? You can build an audience around parents with young children, target users in different income brackets, or even users with friends who have birthdays coming up soon. This lets you target the exact users you're looking for.
For example, if we run an ad for a car wash we would want to target people that live within a certain mile radius of the car wash and users who own svehicles.
Your ad copy
The copy, or text that goes with your ad, is the second thing users will notice about your ad. Make sure that it is short, sweet, and to the point since not many users have a long attention span to read an entire book. You want the copy to make them want more and to click on your link. This can also be done with a strong call to action.
Writing copy can be challenging if you don't do it often enough. That's why we recommend practicing your copy skills. Here is a good exercise that we use to stay sharp.
Give yourself 10 words max to write why someone should be interested in a product/service and the call to action. If you struggle to do it in 10 then adust the number of words allowed for the first few times to get warmed up.
Another great way to write copy is to look at what others are doing. DO NOT COPY THEIR COPY.
Designing the graphic
The graphic is the part of the ad that users will see first. Make sure it enhances your brand (uses colors, fonts, images that is in your day-to-day branding), conveys the message and action(s) you want the user to take. adjust
In this blog, we have attached graphics with each of the steps. Each graphic reinforces the ideas that they are tagged with. You might have found this blog from a Facebook ad and clicked because the graphic grabbed your attention.
If you're a beginner when it comes to Facebook ads and marketing it can be overwhelming to set goals, a budget, build an audience, write copy, and design a graphic that works. If that's you, then schedule a strategy meeting with one of our expert marketers who can walk you through the process, write copy, design the graphic, and more.