Are you tired losing money on Facebook Ads?
Lots of advertisers just like you take a swing at a new ad campaign every day, wishing to finally hit the ball out of the park and win the game. They test a myriad of demographics and interests, use a lot of various images, and even tweak their copy over, and over, and over again.
But for some unusual, unreasonable factor, they can’t develop a successful ad. It seems like they are just throwing money into Facebook’s hands. What if I told you that, with a couple of tweaks, you could produce your first successful ad today? Because you can.
I will provide you five pointers that will significantly alter the method you approach Facebook Advertising permanently, especially if you’re just beginning.
Tip #1: Your Offer Will Make or Break Your Campaign
Let me start by pointing out the words of the late Gary Halbert– one of the best marketers of the 20th century.
“Strong copy will not get rid of a weak offer but … in many cases, a strong offer will prosper in spite of weak copy written by marketing idiots.”
Gary was speaking about direct response copywriting, but this concept applies to any advertising. If you have an excellent offer in place, you have more opportunities to create an advertisement that works. That’s a truth. They sell without selling.
What do I mean? Produce an Ad that offers the client not a discount rate but a function. Stating 50% off your product is fantastic however saying that if you purchase this product you will allow us to feed 10 children in poverty… they won’t care how much the item is, they will be wanting to support those 10 children.
Now, I’m not saying you ought to begin a charity to start selling on Facebook. No. What I’m stating is that you need to find a way to sweeten your deal– and do it in a way individuals don’t feel you’re selling them something. As Brian Clark says, “great copy doesn’t look like an ad, it appears like a favor”.
Remember, individuals don’t like being sold, but they like to buy stuff. So your mission is to make them feel that buying whatever you’re offering is their idea, not yours. Think outside box and avoid the normal “free shipping on orders over $50” sort of deals.
SaaS companies and info marketing services understand this (a least the good ones.) They never ever sell you something. Instead, they use free trials or distribute information and develop systems to construct trust and lure you to purchase the product without even doing any direct selling. Obviously, you can’t take the same approach always with e-commerce. But, as an aspiring successful marketer, your job is to discover that engaging offer.
That said, here are a couple ideas to do it:
Check out “Impact: The Psychology of Persuasion” by Robert B. Cialdini, Ph.D.-– in this book, Cialdini will guide you through the 6 weapons of influence (reciprocation, dedication, social evidence, taste, authority, and scarcity) and will show you how marketers use them to persuade you into doing some things you would not normally do. This book will assist you create more convincing ads and identify the strategy behind the ad campaigns of your competitors.
Read as many books on psychology as you can— marketing is simply human psychology in action. The more you understand about it, the most efficient your offers will be. And though there’s lots of psychology books in the market, these three will certainly assist you start off on the right foot: Made to Stick, The Social Animal, and– of course– How to Win Friends & Influence People.
Look at what your competitors are doing and outmaneuver them– typically, you can develop a tempting deal by just examining what your competitors are doing, and then providing a “sexier” deal.
Tip #2: Track Sales, Not Vanity Metrics
Clicks and social engagement are very important, but what actually matters is how much cash you make, not how many people share your advertisement. If you’re getting a great deal of clicks, it’s easy to get false expectations since your ad is obviously “working.” This is a big mistake– clicks do not necessarily indicate it’s a high-performing advertisement (unless your only goal is to get clicks).
The truth is, it doesn’t matter if you’re getting thousands of shares and clicks. If you are not getting sales, something is not working. It might be your ad. It might be your landing page. It might be your audience. But whatever the case is, you need to stop the campaign and determine what’s going on. Otherwise, you’ll keep losing money.
Now, don’t get me wrong. I’m not saying that clicks and engagement aren’t important. To some degree, they are. What I’m trying to say is that you ought to always keep an eye on your sales, scale what works, and get rid of what doesn’t work.
In this manner, you’ll always have a point of reference for your next ad or campaign. Even if you’re making sales, if you do not track which ad is leading to earnings, you’ll lose cash in the long run.
Sales first. Clicks and engagement, second.
If you use this technique, I guarantee you’ll find out faster and save a ton of advertising cash.
Tip #3: You Don’t “Create” Successful Ads, You Develop Them
Many individuals believe that effective projects are “produced,” however they are not.
I mean, you can’t produce a winning advertisement out of thin air. No. You need to find the ideal info about your audience, so that you can build a campaign based upon those findings.
And here’s a keyword: “Build”.
If you were to develop a building, how would you tackle it?
First of all, you ‘d start with a strong foundation, right? Then, you ‘d start assembling a series of levels to give shape to your structure.
Finally, once the whole building is done, you ‘d begin looking after the less-important details– like painting and decoration.
My point here is, if you avoid the primary steps, your building will fall really quickly. And you know what? When it concerns Facebook marketing, you need to take the same method. You need to construct your campaigns exactly as you ‘d develop a building. Step by step, you’re gathering and creating crucial data points that, ultimately, will give shape to your winning ad.
These key data points are the structure of your campaign. However, how can you discover these data points? The answer is very simple, naturally. You find them through research and optimization.
Now, optimization is a simple (yet frequently over-complicated) idea. Do more of what works and quit doing what doesn’t work. That’s all there is to it.
And it’s the essential to developing a successful campaign.
Now, here are some ideas that will help you start on the right foot:
1. Divide your advertisement into various categories
You need to classify the elements of an advertisement to streamline the screening procedure. Breaking down your ads into components will assist you envision the different things you can test and enhance.
Here are the various elements you can test:
- Call to action
- Value proposition
- Custom Audiences
- Relationship Status
- Purchase Habits
- Education Level
- Landing Page/Product Page
- Advertisement Placement
- Campaign Goal
- Ad Type
2. Enhance every element of your advertisement creative
Naturally, your advertisement creative will have a direct influence on your conversions. Here is where your main point (value proposition) is revealed, and you need to take the time to enhance every element that supports that idea. It’s shocking how many advertisers neglect this step and develop an advertisement that simply doesn’t harmonize with the marketplace.
3. Prevent the “spaghetti-against-the-wall” method
If you toss a bunch of spaghetti versus a wall, some of it will stick. When it pertains to Facebook Ads Optimization, you can’t take the exact same approach. Naturally, screening is important for your success, but it doesn’t imply that you ought to develop a lot of different ads simply to see which of them work.
Instead, you need a strategy. Take time to do research on your industry, competitors, your customers and their lives, your product and how you wish to stand out from the crowd.
4. Assume absolutely nothing, test everything
Let’s say you’re about to run your ads. How do you know which ad will deliver the best results? A few of you would say that comparing the emotional angles of each ad is the best technique. Others would say that you need to evaluate the connection in between the deal and the imagery.
The fact is that you can’t know which ad will provide you with better outcomes until you check them. The moral of the story? When it concerns testing, your opinion does not matter. So remember, assume absolutely nothing. Test everything.
Tip #4: LTV Is More Vital Than You Think
In a bid to make a fast buck, many marketers are missing on the significant opportunity that long-term preparation can give their organisations.
Presume you’re selling a $99 product, and it costs you $200 to acquire a new customer. At first glance, this does not appear appropriate. If you’re investing $200 for each brand-new consumer, and you’re just making $99, it’s clear that you’re losing cash, right?
Well, it depends…
Let’s also presume that you discovered that your LTV (Client LifeTime Value) is $5000. In this case, $200 per acquisition is not only acceptable, but absolutely fantastic! You can manage to lose $101 per consumer on the “front-end” of the relationship due to the fact that you know that you’ll make far more money in the long run.
One of the main factors people stop working with Facebook advertising is they do not think about LTV when planning their strategy. They just concentrate on the quick sale. And the fact is up until you determine LTV and build your campaigns around it, you will not maximize your Facebook advertising.
Tip #5: Set Clear Objectives
From an advertising standpoint, setting goals is essential because it helps you determine outcomes and find whether your ads and campaigns are going towards the right direction. Without a clear path to follow, you’ll never get concrete outcomes.
Let’s state you want to increase your sales this year. How would you tackle it? If I am going to guess, you ‘d set an objective like “40,000 units sold within 12 months” or “30,000 item sales by 2017”.
Now, setting “end” objectives like these are recommended. They help you envision the big picture and follow a clear course. The issue starts when you only set this kind of objective. What do I mean? “40,000” can be an actually discouraging number when you have never ever made that number of sales before.
Even worse yet, with “big picture” goals like these, it’s hard to determine results in the short run. Rather, you need to break them down into smaller sized objectives. This way, you can evaluate information with more speed and customize your strategy along the way, if needed.
Getting back to the “40,000 units” example, the number of sales would you require to make every month to reach your annual goal? The response is 3,333 sales monthly. And the number of sales would you need to make each day to reach your month-to-month objective? Just 111 a day.
In this case, instead of trying to make 40,000 yearly sales, you need to go for just 111 each day. By taking this method, you can examine your campaigns every day, and for that reason, pinpoint possible leaks in your strategy much faster.
The bottom line? When setting your advertising objectives, keep in mind to start at the end and break down your “big picture” objectives into smaller sized goals.
The only way to prosper is to move forward and attempt different things and I wish to be entirely blunt with you. Even if you execute this info, I can’t guarantee you’ll produce a rewarding ad. Why? Since there’s way too many factors that can influence your outcomes– like your industry, budget, experience, and even your country. These details above will put you on the right path to a more rewarding, successful campaign.