Facebook Ads

Facebook Ads

Facebook Ads for businesses with Heart.

Most clients that come to me already know the importance of Facebook ads for their business.

Perhaps they’ve taken a course or attended some form of training about Facebook. Yet, it always seems to be a mystery.

From what I’ve seen, though, the challenge most people face is not “how to boost a post”. That much is easy to figure out in a 3-minute YouTube video.

The problem is — how do you ensure that the ads you create are effective and can actually get you the results you desire?

This question is especially important if you are not on a very large budget like the bigger corporations that can afford to spend hundreds or thousands of dollars on advertising.

For self-employed, small business owners like you and me; how do we ensure that we maximize the small budget available to us?

Here are the most common questions people ask when it comes to Facebook ads:

  • How do I interpret the numbers or analyze the results of my ads?
  • I got a bunch of likes and shares; what next? What should I do with those?
  • How can I tell if an ad I did was successful or not?
  • How does this all translate into new clients or signups for my programs?
  • How do I know if I created the right audience or am reaching the right people?
  • I feel like I’m just throwing money away. Is there a defined approach or clear strategy that can help me get the best value from the money I spend on ads?
  • Will these ads help me build my audience & get more genuine followers?
  • Etc.

Perhaps you relate with some of these questions.

If that’s the case, you are not alone.

Types of Facebook Ads

Broadly speaking, there are two main ways of thinking about Facebook ads:

1). Direct Response

2). Audience Building

1). Direct Response Ads: In direct response ads, you want to generate an immediate and specific response or outcome from the people who see your ad.

That is, you want to get them to take a particular action (immediately) after seeing your ad.

  • Perhaps you have a book to sell.
  • Or you want them to join your email list.
  • Or buy your course.
  • Join your group coaching program.
  • Sign up for a 1-on-1 call with you.
  • Etc.

These are all specific outcomes that you hope to achieve by showing your ads to them.

Basically, you have a specific product or service that you’re trying to sell to a specific group of people who don’t (necessarily) know you.

In direct response ads, the stakes are high because there are so many moving parts; and they all need to fall into place for you to make a sale.

Here are all the factors that affect the success of direct response ads:

  • Targeting (Who you show your ads to)
  • Placement (Where you show your ads)
  • Ad Copy (Is your copy good enough to get people to click to your landing page?)
  • Image/Video (Need to get your audience’s attention right away)
  • Offer (What you’re selling to the audience or asking them to do)
  • Landing page (Where you complete the sale).
  • Budget (How much you’re willing to spend)
  • Timeline (How many days you leave the ad to run. Facebook typically needs 4-7 days for full optimization)

In direct response ads to a cool audience, you’re testing all of these variables at the same time — and that can be quite tricky.

If people don’t respond to your ad, you don’t really know why.

  • Was the audience targeting wrong?
  • Or the offer was not compelling enough?
  • Could it be that the ad copy did not engage them?
  • Or maybe the landing page was too bright?
  • Etc.

You can’t know. At least not easily.

As a result of all these moving parts, you often need to spend a lot of money trying to figure out the right combination to sell your service/product.

For this kind of ad to be effective, the recommended starting budget is typically between $500 – $1,000 per month (and for most self-employed professionals, this amount usually feels like a stretch).

Enter the next kind of ads.

2). Audience Building: In this second type of ads, you’re not wanting to sell any specific product or service to the audience right away.

Instead, you are trying to create brand awareness by sharing helpful content and building a loyal following of people who resonate with your ideas.

This does not mean that you don’t have anything to sell eventually; it simply means that’s not what you’re trying to do right now.

As you keep building up this warm audience of ideal followers via your content, you may then occasionally present your offers to these people.

Here’s what it looks like in real life:

Consistent Content -> Build warm audience -> Occasionally Make Offers.

For this kind of ad, it’s usually a more long-term game.

The success of this strategy does not come from spending a huge amount of money in a short time. Rather, it comes from consistently spending smaller amounts over a long period of time.

For example: If you spend $1,000 as your Facebook ads budget over the course of only 2 months; you might make a couple sales but you’re not going to build a long-term audience with that.

However, if you consistently spend as little as $100 per month over 8 months, you’re more likely to build an engaged audience because they have seen you for a longer period of time.

Having established this level of trust, this audience may then begin to seek you out or follow your content on other platforms.

They are also likely to be more receptive to your offers; than people who haven’t known you at all.

The problem with Facebook ads

The biggest problem people face with Facebook ads is that they don’t understand the difference between these 2 kinds of ads — Audience Building vs Direct Response ads.

Most times, when people say they tried Facebook ads & “it didn’t work for them”, it’s because they mix up the 2 objectives.

For example: They spend a very small amount of money over 3 or 4 days, and yet they hope to sell their product/service to a completely cool audience who knows nothing about them.

Or some others spend a huge amount of money over a couple of months and then wonder why they haven’t built an audience of true fans.

In both cases, the result is often the same — Disappointment.

The disappointment is as a result of the mismatch between your expectations and reality.

My goal, therefore, is to help you avoid this disappointment by creating Facebook ad campaigns that are specifically aligned to your unique objectives.

How I help — how we can work together.

1). Audience review: This is for you if you’ve done the work of creating a Facebook audience (or perhaps several audiences); but you’re not really sure if you got it right. That is, you’re wondering if you’re reaching the right kind of audience based on your ideal client profile.

I’ll step in to take a close look, review the audiences you’ve created, and pass expert feedback. Using the information I provide, you can then go back and improve your audiences. To get some initial ideas on how you can improve your audience, take a look at this blog post.

Note: I don’t create your audience for you in this service, I simply review what you have and help you identify areas of improvement. You make the improvement yourself.

To request for this service, simply schedule a one-off session with me.

Fee/Cost: $100.

How to book: Go here to pay for a session.

Got questions before you book: [email protected]

2). Audience research and creation: Try selling pet food to someone who has no pets. No matter how good your ad copy is, or how great of a salesperson you are, you can never get them to buy.

But if you meet a pet owner who is actively looking for food alternatives for their pet, then you’re in business. Even if your ad copy & images are not the best, the pet owner is still very likely to consider buying from you simply because they are looking for a solution to their problem.

That’s how vital your audience definition is. (To learn more about audiences, read this blog post.)

My goal with this service is to help you define, research, and create audiences that are most closely related to your ideal client.

What you can expect:

  • We’ll have our first call for initial definition and understanding of your target audience
  • Behind the scenes, I help you do more research on similar audiences
  • I create at least 5 audiences for you
  • I teach you how to create more for yourself whenever you need

Fee/Cost: $300.

How to book: Go here to pay for this service and schedule your first call

Got questions before you book: [email protected]

3). Ad review & improvement: It’s possible you’ve created an ad to promote your product or service. However, you don’t seem to be getting the results you hoped for, and you’re not exactly sure why that is. In this service, I’ll review everything you’ve created and give you some insights into how we can improve the outcomes.

In particular, I’ll go through your ad copy, audience setup & your call-to-action (or offer). Finally, I’ll offer some ideas for landing page optimization and best practices for overall improvements on your ad performance.

Note: This is a one-off call, purely consulting. The intention of this service is to offer you my expert opinion on how to improve your ads, but I don’t create the new ads for you or do any other implementation work on your behalf.

Fee/Cost: $100.

How to book: Go here to pay for a session.

Got questions before you book: [email protected]

4). Ads strategy consultation: If all you need right now is a roadmap or strategy on how to approach your Facebook ads, then this offer is exactly for you.

This is something I hear clients say over and over again: “I feel like I’m just throwing money away. Is there a defined approach or clear strategy that can help me get the best value from the money I spend on ads?”

Short answer: Yes.

During our call, I’ll review what you’ve been doing to identify and plug any leaks in your approach. I’ll then share several ad strategy options with you, and together we’ll evaluate which route makes the most sense for your specific situation.

Fee/Cost: $100.

How to book: Go here to pay for a session.

Got questions before you book: [email protected]

5). Full campaign setup: This service is for you if you have an upcoming launch you’d like to promote; or some product or service that you’d like to sell. (E.g. A course, book, group coaching, online membership, webinar, workshop, etc.)

Here, I work with you to ensure that all aspects of the campaign are completely taken care of.

Audience: I will help you research and create the audiences, using the info you provide about your ideal client (or target audience).

Ad copy: You provide 1 or 2 ad copies, I review & update as needed. I might also write 1 or 2 additional ad copies for you if I feel that there’s a different angle that will make the ads more engaging or compelling.

Media (Image/Video): You provide this, I’m not good with images and design stuff. However, I’ll give you an idea of the kind of image we need for the campaign objectives.

Landing page: You provide this…but I’ll give you information & ideas for optimization. The goal is to give our ad the best possible chance of doing well.

Ads budget: You set your own budget. I’m happy to provide guidelines.

Note: You should aim to get in touch at least 6-8 weeks prior to your launch. Don’t come to me when you have just 2 weeks to go, as it won’t be a fit because of the short notice.

Fee/Cost: Varies, but typically about $800 – $1,000, one-off fee. The final amount depends on the scale of what exactly I’ll be doing for you in the campaign.

How to book: You can’t pay online, we need to talk first to clarify your specific objectives before moving forward.

Request this service: Send an email to [email protected]

6). Ongoing Facebook Ads management: The long-term game. This service is for you if you want to build an engaged audience of social media followers. It’s also very useful for long-term email list building, ongoing sales of your existing products & services, beta testing of new offers, etc.

In other words, this is not just about an isolated launch of an offer you want to promote. Instead, you’d like me to manage your Facebook ads on an ongoing basis, and you’re ready for long-term work.

The bigger goal is that we create a system that consistently generates leads and clients for your business so that you can have a regular stream of income via your marketing efforts.

Fee/Cost: Varies, but typically starts at about $600 – $1,000/month. The final amount depends on the scale of what exactly I’ll be doing for you on a monthly basis.

How to book: You can’t pay online, we need to talk first to clarify your specific objectives before moving forward.

Minimum duration of working together: 6 months

Request this service: Send an email to [email protected]