Are you looking for ways to give your Facebook Advertising game a quick lift? Whether you’re seeking more engagement, more conversions, reaching your target audience or just looking for ways to make your business more successful on social, you’ve come to the right place.
Here are my three quick game-changing INsider Facebook Advertising secrets you won’t want to miss!
The Problem With “Vanity Metrics”
Getting a thousand likes or shares on your ad is an achievement. I’m not saying it isn’t. However, what good is that going to do you if you don’t make any sales? Clicks don’t automatically equal sales.
Now, if your ad was created for the sole purpose of getting clicks, go ahead and give yourself permission to celebrate, (complete with cake and balloons, of course!) but if that wasn’t the goal, it’s time to teach yourself not to rely on what is commonly known as “vanity metrics” and instead teach yourself to keep an eye on those conversions.
That doesn’t mean you should stop paying attention to your clicks, shares, and views, it just means you need to stop paying so much attention to them. Don’t assume that you need to give something more time or expand your budget just because you seem to be getting lots of clicks but no conversions. Nope. Most often, there’s something else in need of attention and it doesn’t necessarily require you to keep emptying your pockets.
If your ads are receiving lots of attention and you’re not making sales, you need to reevaluate your assets. Is the landing page relevant and easy to navigate? Is your ad copy not capturing your audience in the right way? Perhaps you’re targeting the wrong audience or maybe you’re pitching your product at the wrong time of day.
Whatever it is, if you’re not getting sales, something has to be done about it and conversion tracking can help you figure that out.
Using conversion tracking, you’ll be able to narrow down on your best performing ads, find out why they perform better than others and then use that knowledge when expanding your campaign or trying new techniques.
“What Happens if I Don’t Track Conversions?”
In short, you’re going to lose money. And that’s because you’ll keep throwing money after badly performing ads without realizing what’s working for you and what isn’t.
Pay Attention To Each And Every Penny
Whether you’re selling a product or a service is irrelevant. What is important is that you’re paying close attention to the amount of money it takes to convert a customer. You need to factor in your CPC, shipping, the cost of the product or service itself, and any other expenses you might have that go into the conversion process. Otherwise, it may appear on paper as if you’re making a profit when in reality, you’re digging yourself into a hole.
Neil Patel wrote about this problem on his blog. He was selling a product for $199 and it appeared to cost him around $128.99 to convert customers through his ad campaign.
Image Credit of Neil Patel.
On paper, it looks like he’s making a profit of around $70, but the problem is, he didn’t factor in the other costs and didn’t realize what was happening until he was already in the hole $20,000.
So What’s Quick Tip #1? Pay attention to every metric, but don’t rely on anything but conversions. Conversions are where the profit is and that’s where you want to be spending your efforts.
Video Can Be a Massive Game-Changer
When executed properly, video in your Facebook advertising campaign can make all the difference.
According to recent stats from our friends over at Hootsuite, 71% of people have increased their online video viewing in the last year which is good news for us. Especially because they’ve found that around 30% of shoppers are saying that video is the best medium for discovering new products and Facebook users are watching ads five times longer if they’re viewing them intentionally.
Do you know what this means? It’s time to step up your video advertising! But HOW?
The first words of your ad are going to have to capture your audience. Appeal to the emotional side of the brain and give your audience information they can use. Don’t just throw useless information in their face or give them all of the reasons why they should consider purchasing your product. That’s never cool.
Instead, make your video lighthearted and fun. Give your audience a chance to see a side of you that you don’t let out often. Don’t follow Tom Hank’s advice from “You’ve Got Mail”: “It’s not personal it’s business” because it IS personal and it IS business. But it’s personal before It’s business.
So What’s Quick Tip #2? Use video in your campaign, but use it wisely and carefully.
Build a Great Ad
And by “build a great ad” we mean “write some awesome copy” because when it comes down to what really works, it’s stupendous ad copy.
But what makes good ad copy?
The Very First Sentence has to capture your audience. It needs to appeal to them on a personal level and give them insight into your brand or service and what it can do for them immediately.
Get To The Point and don’t try to drag your ad out for the sake of adding words. Short and sweet are the ads that work.
Mention a Pain Point or something you know your audience is dealing with that you can help with and show it to them. These types of ads perform best with pictures and videos.
Use Testimonials. While you need some good old fashioned well-written ad copy, a testimonial or two can be incredibly insightful for your audience. It builds trust and gives your audience a little more insight into what you do and how it can benefit them.
Consider Using .gifs. While this doesn’t work for every company, it can be incredibly useful for particular products and services. .gifs give you the ability to capture your audience in a matter of seconds, whereas a Facebook video would take around 10-15 seconds to even begin unraveling their questions.
So What’s Quick Tip #3? Make Your Ad Copy Unbeatable!
There Is No “Perfect” Formula
It’s going to take time, effort, disappointment and creativity to find a formula that works for you. We’ve been in the Facebook Advertising game for years and we can confirm that no, there is no perfect formula. Sometimes I wish it was that easy, but I also appreciate the amount of effort that goes into every campaign we create.
Because we’ve worked with a large number of clients, we know generally what is going to work for certain demographics and audiences. This gives us a little bit of an advantage when we begin mapping a strategy for new clients. However, there’s still a learning curve. And the reason is that every advertising campaign has to be personalized for each client. If we’re not careful about personalizing our work and coming at it from a creative standpoint rather from a clinical standpoint, our campaigns would be very impersonal and thus not successful.
If you want to win at the Facebook Advertising game, just remember that there’s no perfect way to do it and that the best way to learn is to jump in and get your hands dirty.
However, I hope that by combining these three quick Facebook Advertising Tips, you’ll remember to keep an eye on the right metrics, catch the attention of the right crowds and stay on top of the Facebook Advertising game by embracing new ideas so you can grow with the landscape.
Do you have insight into staying on top of the Facebook Advertising game? Any special tips or tricks? I’d love to hear your feedback in the comments.