Day 18 — 3 Steps to Foolproof Facebook Advertising Campaigns
This is a LIVE case study where I am documenting my journey to becoming a highly paid marketing consultant by blogging everyday for 50 consecutive days. It’s called “50 Days to Freedom: My Journey to 5 Figures in 50 Days“. At the end of the post, you will find links to all the previous days.
In yesterday’s post, I shared how Facebook has changed, making it harder to run profitable ad campaigns.
You can read the post here: 4 Components to a Profitable Facebook Ad
I like to break it down into 3 step, and this is actually what Facebook recommends as well. And Facebook wants to help you make money, because you’ll likely spend more money with them.
STEP ONE: AWARENESS
This is the top of your funnel, and the objective is to introduce yourself or your business.
This is not to generate leads.
Nor sales.
This is ONLY to gain awareness.
Who to target?
You can target my interests, behaviors, demographics, location, etc within Facebook’s advertising platform. This is where you’ll want to create a wide net, and let the people who are interested raise their hand, by consuming your content.
This is considered a cold audience, as they have never heard of your of your brand.
How do you do this?
Facebook gives preference to video, and you can more reach for your dollar with video. Video is also an incredible way to skyrocket your know, like & trust with your prospects.
Inside the Facebook Ads Manager, you can create an audience for people who watched 25%, 50%, 75%, 95% or 100% of your video.
I typically start with all people who have watched a specific video at least 50%. This is something you will want to test, but 50% tells me these people are somewhat interested in my products and/or services.
What about video length?
Recently, someone asked in a Facebook group: What is the perfect length for a Facebook video.
My response was: How long is a piece of string?
There is no such thing as perfect in…ANYTHING!
Just like with ALL online advertising, YOU HAVE TO TEST IT.
I have seen videos that are 30 seconds do well, and I have seen videos that are 5+ minutes do well.
If video is not your thing, that is ok. You can build awareness with a blog or podcast, for example, the same way you would do with video.
You’ll want to choose the Traffic objective inside Facebook and send them to a blog post and/or podcast episode on your website. You can create an audience for people who visit this specific blog post, to advertise to later on.
The people who read a blog post, listen to a podcast, visited your website and/or watched a video, are now your warm audience.
STEP TWO: ENGAGEMENT
This next step is similar to step #1, however you’re targeting a much smaller segment.
You are going to want to target your warm audience: anyone who’ve visited your website, read a bog post, listened to a podcast episode, watched a video, engaged with your page, your Facebook fans, etc.
This step is to continue building that know, like & trust factor.
STEP THREE: CONVERSIONS
This is where most spend 95% of their time, money and energy.
And this worked…in 2014.
Sadly, it’s not nearly as effective advertising to a cold audience like this anymore.
The goal here is to generate leads and/or sales. You can advertise a lead magnet, a video series, a webinar, a special offer/discount/coupon, a free consultation, free quote — anything in exchange for the prospect’s name, email and/or phone number.
You will only target your warm audience in this step, which is going to be smaller audience, however, if you’ve followed the 2 steps above, you’re going generate a much more qualified lead.
Day #18 Breakdown
I didn’t send any emails today, as I was quite busy with some other things I am dealing with in life. More on that soon.
We did launch ads for a gym in Seattle, so that is exciting.
Day #18 Numbers
Emails Sent: 0
Sales Calls: 0
Facebook Posts: 0
Leads Generated: 1
Committed Trial Offers: 0
Action Plans/Proposals Sent Out: 0
Revenue Generated: $0
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