What type of campaign objective should I use?
Many people start out using the Boosted post from their Facebook page (technically called Page Post Engagement or PPE). While these campaigns frequently get good reach and are designed to get a lot of people to engage with the post, they usually do not result in leads or sales. Because of that, I don’t recommend using this objective.
The best thing to do is choose a campaign objective that closely matches your overall goal for your campaign, which is likely leads and sales. For this, the best campaign objective to use is the website Conversion objective or the lead generation (lead ads) objective.
How quickly before I should see results?
If you are using the proper campaign objective, have a good offer, a compelling ad copy, and creative then you can start to see results (leads) within the first 24 – 78 hours of the campaign.
If you do not see results within this time that would indicate something is wrong with the campaign, targeting, ad copy, etc.
Should I use an image or video?
You should use both if you have the means. Here are a few tips on video and on images for your ads.
The image in your ad can be one of the most powerful elements that will make or break your results.
A common mistake most people make when they start advertising on Facebook is trying to use a branded image with their logo. Why doesn’t this work? Because when you advertise to an audience that does not know who you or your business are yet (a cold audience), they do not resonate with your logo or brand. So I recommend only using branded images on retargeting ads to people who already know your business.
When you are advertising to your cold audiences to build awareness of your business and generate leads (at least 80% of your ad budget should be to a cold audience), you should use emotionally enhanced images that are more metaphorical and tell a story.
These images will capture the attention of your audience and get more engagement for your ads that branded images will.
When it comes to video a common mistake I see businesses make is that they over produce their video, or in other words, try to make it look “too professional”.
Doing that screams ad!
Facebook advertisers using video need to make the video feel as “native” as possible. This means that the video should look as much like a post from a friend as possible.
Here are a few ways to make your videos more native:
- Use a 1:1 aspect ratio
- Don’t make the video look “too professional” I have run a lot of successful videos in ads that were recorded on an iPhone or a webcam.
- Keep videos between 1 to 2 minutes in length.
What about your video script. How should you structure the message of your video to get the best results?
Follow the Video Acceleration Script Formula and include as many of these elements in your video as possible.
The Zenfusion Video Acceleration Script Formula:
- Catch Phrase
- Feature / Benefit 1
- Feature / Benefit 2
- Feature / Benefit 3
Be sure to review Facebook ad policies to make sure that your images and videos are compliant with the Facebook ad policies.
How do I write good ad copy?
Don’t over complicate it. You do not have to be a professional copywriter to get results with your ads.
After spending over $10 million dollars on Facebook ads, our team has found that a successful ad copy is made up of four parts:
When you write your ads you can get attention by using emojis like an alert icon, or by calling out the audience you are advertising to. HOMEOWNERS:, BUSINESS OWNERS:, PARENTS:, etc.
You can develop interest by asking a question that this audience is already asking themselves, and that will be a transition into your offer. Using the attention and interest together could look something like this:
“HOMEOWNERS: Tired of high energy bills every month?”
This question will be appealing to homeowners who are sick of high energy bills and who are looking for a solution to reduce them.
The desire is where your offer comes in. This is typically something like a report or white paper, a free consultation, a free trial, a webinar, a quiz or survey, etc. The offer needs to be desirable to your audience and should be a solution that you know the audience is looking for!
Come up with a name or description for your offer that uses elevated language or keywords based on the language your audience is using to search for solutions. The offer should be desirable to your audience and should be presented after the interest.
End your ad copy with a simple call to action. People need clear direction on what to do next. Tell them in simple clear language. For example: Click “Learn More” to Claim Your Template NOW!
What tools and resources do I need to be successful with Facebook Ads?
To get the best results from your Facebook ads you will need an offer, an advertising strategy, and a follow-up process.
The primary tools you will need to get results with Facebook ads have to do with the integration and follow up and the landing pages for the sales funnel.
Here are some of the tools you will need:
- Landing Page Builder
- Email marketing platform
- Tool to sync your Facebook ads with your email marketing platform
Some of the tools I personally recommend are:
- Clickfunnels for Landing pages and Funnels
- Infusionsoft or ActiveCampaign for email marketing
- SyncSumo for syncing your Facebook account with your email marketing platform.
How much should I spend per day /week / Month on my Ads?
The Facebook ad algorithm is designed to work based on getting 20 to 25 of your desired actions per week (remember actions can be leads, post engagement, etc.).
You should have a rough estimate of what your desired action is worth to your business. For example, if you are trying to get leads and you want to spend an average of $5 per lead then you would multiply that number by 4 or 5 which would bring you to $20 – $25 per day, which would get you 20 – 25 leads per week.
This is a base example but illustrates why I typically tell my students and customers they should not spend less than $25
However, there are a lot of variables to this question.
Also if you are just starting out and trying to find what works you don’t have to run the ads continuously through the month. You can pause them and restart them again.
What metrics should I use to measure success on my Ads?
Cost per lead or cost per acquisition of a customer are the key metrics you need to make a decision on. Cost per click (CPC), relevance score, click through rate (CTR), and other popular metrics are actually used as indicators to tell you WHY an ad may not be working. They are not designed to be a primary KPI. Cost per result (lead, sale, appointment, etc.) is the king of all advertising metrics!