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 huge thousands & millions 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?
Perhaps you relate with some of these questions.
If that’s the case, you are not alone.
As we all know by now, Facebook is not going away anytime soon (even if some people wished otherwise).
As at today, there are more than 2.7 billion active users on the platform — every single month. That’s billion, with a “b”.
Let that sink in for a moment.
As a small business owner, this means that no matter who your ideal client is, you can find them on Facebook.
No matter your line of work, you can almost certainly reach your ideal clients via Facebook ads.
But how do you actually do that? And how do you do it without spending a ton of money?
To answer that question, it’s important you start by clarifying what type of ads you’d like to run.
Types of Facebook Ads
Broadly speaking, there are two main ways of thinking about Facebook ads:
1). Direct Response
2). Brand Advertising
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.
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?
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). Brand Advertising: 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 — Brand Advertising 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.