Facebook Ads Cheat Sheet
Making Facebook Advertising Work For You
My goal for this guide is to give you the strategy behind making Facebook ads work for your business because the tactics change daily.
I advise you to take that up quickly as there are very limited spots and it will ensure that you don’t waste many hours and hundreds/thousands of dollars trying Facebook ads yourself. It’s too easy to get started on your own and make mistakes that cost your business big time.
I spend a lot of time helping businesses after they make mistakes which is why I wrote this cheat sheet. I hope to help prevent you from suffering the same fate.
Facebook Advertising Must Have An Overall strategy
It’s critical to remember that Facebook is just one place you can promote your business. A successful marketing strategy will have multiple sources of new clients that way if one stops working you still keep getting clients.
Before you start any advertising or marketing campaign you need to know a few key things:
1. Who are the clients you most want to do business with?
a. It’s not everyone! People often say I can help everyone and maybe you can but you can’t market your business like that because you won’t have a message anyone will respond to! Also you likely don’t have mega bucks to throw at ads like big companies do (hint often they don’t know what impact their ads have on their business). In small business we spend money to make money.
b. There are some clients you have/would like to have that will be far better clients for you. If you’re going to be marketing better to aim to get more of those.
2. What are the top 3 problems you solve for clients? Alternately what are the top 3 ways you improve client’s lives (be specific).
a. For example if you are a marriage counsellor you are doing more than counselling. It’s likely you actually save lives and save people from financial ruin. Any ad will be more powerful when you focus on showing you understand client problems and can help them solve them.
3. You must be able to answer the number one question every client either asks or has in their mind. Why should I choose you as opposed to any other competitive alternative and as opposed to spending my money or something else or doing nothing at all? This stumps nearly every business owner I speak with however there is proven process I use to get the right answer from nearly any business. Happy to share that with you by the way you only need ask
Get Them Taking The Right Action
Facebook advertising is like dating you can’t just propose marriage when you meet someone for the first time. Yet over 50% of the ads I see on Facebook are doing just that. Instead you need to begin by striking up a conversation and then follow the steps just as you would if you were looking for a relationship.
When someone sees your ad for the first time there are three things you need to be aware of:
1. They are on a social media and are there to socialise not do business (in most cases).
2. They are distracted. You are competing against all sorts of things ranging from their friends to butterfly unicorn GIFs.
3. They don’t know anything about you.
What this means is that the action you ask them to take must be a small as possible. Here are a few effective small actions that can work:
1. Watch a short tips video in your Facebook ad.
2. Click a link to read a FREE blog post that has really helpful information on a problem they need solved.
3. Sending a FREE real book in the mail to someone (OK to charge shipping as long as you say so upfront).
Actions that seem small but are actually too big for the first step include:
1. FREE consultations (people expect a sales pitch). Can be done later but not as step one.
2. Any form of sign up especially if you ask for more than just an email address.
You Must Deliver The Right Message To The Right Market
All successful marketing (including Facebook ads) delivers the right message to the right market using the right marketing media (in this case Facebook with the right ad targeting).
If you get one of these elements wrong your campaign will either fail or at best perform way below what it could.
Here’s an example of how you could get it right. In this case let’s target fans of Shopify (an eCommerce platform. Here’s some steps to target that group that could work:
• We show our ads only to fans of Shopify in Australia.
• Our ad uses Shopify in the copy and could even call out ‘Attention Shopify Site Owners’.
• In our ad we have short tip video outlining a strategy they can use to get more sales from their existing clients.
• We then have a follow up ad to people who have watched 50% or more of the tip video that invites them to book a FREE implementation call where will show them how to apply the strategy in their business.
• Then we have a lead who is somewhat qualified and might become a client after the FREE call.
Some Extra Tips
1. Choose your campaign type carefully. The most used campaign types are:
b. Video views
c. Lead generation
2. Every campaign should have a clear goal and any campaign that leads people to your site must have tracking. So add the Facebook pixel and track your conversions.
3. As you build your conversion history you can start using conversions as a campaign type but you must have a number of existing conversions in place so Facebook can get you more.
4. Test your ads small using one interest at a time. You need to know which interests work for you and scale those up. Also any that don’t work need to be turned off quickly to avoid wasting money.
5. Remember you are advertising to people who don’t know you. So think if your advertising as a multi step approach with small commitments from the client at each step.
6. The biggest barrier to a client taking action is ‘perceived risk’. You must do everything in your power to take the risk away from the client to try you out for the first time.
7. The image you choose for the ad determines whether your ad gets noticed or scrolled past so choose it wisely.
8. Make sure the landing page you send people to on your site loads fast and is designed to get them to take action. Remove anything that might distract a potential client from taking action.