5 Secrets for a Successful Facebook Advertising Campaign in the Jet Age
First, they use search engines. Secondly, they use Facebook.
As a marketer or business owner, one of your biggest jobs is to funnel people from other websites to your own.
On Facebook, there’s a few ways to do that.
The main way (and by far the most effective) is to advertise.
On Facebook alone, there are over 1 million small businesses using Facebook Advertising.
I’m going to break down the 5 steps to Facebook advertising success.
Secret 1 – Interesting Always Wins
Before you make your first ad, there’s something that you need to understand.
When it comes to the user’s news feed, there are hundreds of things vying attention.
This has an important implication for any ads you create:
In order to get any attention, your ad needs to stand out from hundreds of competing elements.
They all want the user’s attention, but you need to find a way to attract it, and quickly get your message across.
So not only do you need to stand out from regular content, you also need to stand out against ads from large brands who spend a lot of money optimizing their ads to get attention.
While there are a few different types of ads you can run, most consist of just a few parts:
- an image – which takes up 50+% of the ad space (and can have color)
- a description – above the image in a newsfeed ad, or to the right in a sidebar ad
- a headline – which is much more prominent in sidebar ads than newsfeed ads
All 3 parts can have a large effect on your ad’s performance.
The most important one, however, is the image.
Not only does it take up the most space, but it’s also the only way you can get your ad to stand out from everything else on the screen.
Many articles will tell you that a certain type of image will perform best for you. But they’re wrong.
The best performing image is one that contributes to the message of your ad, but also stands out from everyone else’s.
You gain attention from contrast, from creating an image that looks out of place.
Secret 2 – Money is won or lost in TARGETING. Here’s two highly effective Facebook Ads targeting options:
If you’ve ever done any paid advertising before online, you know how important targeting is to the success of a campaign.
If you target the right people, you obviously get more clicks and conversions.
But if you’re showing an ad about beef jerky to a vegan audience, your targeting is way off and you’ll make 0 sales.
In reality, you’ll be between the 2 extremes, but you should always aim to target only the people in your actual audience.
Due to all the data that Facebook has on people, they’ve been able to develop some amazing targeting tools that are very powerful when used right.
But there are a few different ways to create an audience.
One way is to create a custom audience, and I’m going to show you 2 variations of that, and why it’s so powerful.
Option #1 – Create a custom audience based on email subscribers
This option allows you to upload the email addresses of your subscribers and customers.
Facebook matches these to users so that you can advertise to those subscribers and customers.
In most cases, it’ll be easiest just to upload a .csv or .txt file (the first option).
For example, in Aweber, if you go to your list of subscribers, you can click the “export CSV” button at the bottom to generate a file with all your subscribers data:
Option #2 – Find tons of people that match your best customers:
This is probably the most impressive feature of Facebook advertising.
It requires you to create a custom audience first, using the email list I mentioned in step 1.
Essentially, Facebook analyzes the custom audience you already made.
Their demographics, the pages they like, and the content they post (among other things).
Then, Facebook looks at its billions of other users, and finds other people who share similar traits to your original audience.
This can expand your potential audience by thousands of times what it currently is. And it’s not just any audience, it’s a potential audience that matches the type of people who are already your customers and subscribers.
Secret 3 – How much should your Ad spend be?
While Facebook advertising is relatively cheap, you still don’t want to be throwing money away on a campaign that isn’t going to deliver a positive return on investment (ROI).
Determining your bids: When you create an audience, you have a few different bidding options at your disposal:
- Cost per click (CPC)
- Cost per mille (CPM: Cost per 1,000 impressions)
- Optimized CPM
In general, it’s best to go with CPC.
Regardless of which options you choose, you’ll get a suggested bid range.
If you’re brand new to advertising, start on the low end of this range. You can always increase bids later.
How much will you spend? Don’t start out spending hundreds of dollars per day. Wait until you have a profitable campaign before you scale up to that.
For most people, spending $7-10 per day is enough to start.
This will allow you to collect a good sample over a few weeks to determine if the ad campaign is worth trying to improve.
Secret 4 – Ask yourself, how can this be better?
Improve your conversion rates by split testing those ads:
It’s pretty easy to turn most break-even ad campaigns into solid profiting ones.
For example, one split test was able to go from $2.60 per click to $1.04 per click. That’s a 60% decrease in cost per conversion.
That’s a pretty rare improvement, but smaller improvements can be made to most ads fairly easily.
Split testing is very simple and doesn’t take a lot of time.
You simply duplicate an ad that you’ve created, keeping everything the same, and then you change only one part of it.
After you let it run for a statistically valid amount of time, you’ll be able to tell if that one change had any effect on your results.
What can you test?
- The image
- The description
- The heading
- Your targeting options
Typically, the image will have the biggest effect, based on the reasons we went over earlier.
Secret 5 – What comes after the ad?
This is probably the most important question, but unfortunately also the most forgotten. Getting the user to click on your ad is one thing – but then you need to get them to engage with you.
This is where the idea of landing pages come in. If you don’t know what a landing page is, don’t sweat it – few business owners do.
It’s basically a single page on your website that solely dedicated to the advertisement that you’ve put on Facebook. Essentially it’s a high converting sales page for the ad.
And to be honest, it will make or break your Facebook Advertising campaign – and something few people even consider. Don’t leave it out!
Instapage is a great resource for all the information you need to create your own.
Facebook represents one of the largest user bases on the entire Internet.
For 99%+ of niches, you can find a large portion of your target audience on Facebook.
Facebook Advertising is the most effective way to quickly get your message to this audience.
However, like any advertising, you can lose money if you’re not smart about it. But if you follow the 5 secrets that I’ve laid out in this post, you’ll make fewer mistakes than most others would.
And of course you can contact me at anytime if you have more questions! (email below)
Thanks for reading,