The time to skill up is when you realize the blue ‘Boost Post’ button is not doing ‘what it says on the tin’ – driving substantive business results.
Time to dive headfirst into the ads manager and the power editor and creates adverts that convert.
Only with the Facebook Ads Manager and Power Editor can you find audiences, attract leads, scale campaigns, and manage ROI. Time to dive in and see how this all works.
Facebook Ads Manager a Beginners guide to double your leads in 2017
People don’t want a ‘what’, they are looking for a specific how…
If you use the blue Boost Post button to get (leads and sales) it is like starting a fire in the BBQ with €50 notes. Yea, it works, but there are better and cheaper ways to fire up the ‘ol BBQ for the family summer picnic.
Here is a deal:
But, what if you need to scale to 1000 leads in 60 day then what do you do? The blue Boost Post button is not gonna get the job done.
… the Facebook pixel is a piece of code that you can place on your website to report conversions, build audiences and get rich insights about how people are using your website … Facebook
SWS – Start with Strategy
The best day to plant, a tree was 20 years ago. The second best is today – Chinese proverb
Strategy like tress are best started / ‘planted’ years ago, in lieu of 20 years ago, start today.
No need to panic at the strategy word … simply follow along and take action.
Marketing Fundamentals: Strategy is a real world plan to get you from where you are to where you want to be. Objectives / goals are the ‘end point’ you are aiming at. Strategy is the how you get to your ‘end point’, and beyond it. A strategy use your existing, or new resources, and skills to get to your goal.
Social Media Marketing Basics: People login to Facebook for distraction. See what their friend are doing, share what they are doing, see what the cousin in Kansas in doing, and read ‘fake news’. People do not open Facebook with the intention of buying stuff. Ok? They don’t. Facebook is distraction.
This distraction vs. purchase differentiates Facebook / Instagram significantly from the overtly commercial websites such as Amazon and eBay. You are foolhardy if you expect your prospects to be holding their smartphone, sitting with their tablet, or laptop, credit card in hand, ready to buy your super special ‘special offer’.
Further, and because of the distraction mindset on FaceGram you must give people something they are interested in before you contemplate asking them to buy your stuff. What appears to be the most direct line to a purchase, the see ads -> buy product, is, in fact, the fastest way to lose the attention and interest of the people that matter most to your business. When you approach FaceGram with the mindset of ‘I need to get a sale from you’, rather than give your audience something they value, you will lose. Every time.
…to be successful on Facebook you must be cogent to the context of the platform that you’re playing on.
Why advertise, why Facebook?
Because of the size of the opportunity and tools available:
1.7 Billion people on Facebook, 1.5 Billion of them as MAU; 1 billion use Messenger, and a further 600 million on Instagram. These are mind numbing numbers and your ideal client is in these groups.
Not simply the volume of people, but the hours per day they spend Facebook. Hours. A. Day on Facebook.
Eyes ready to see your ads.
(on fire) FREE PDF: Simple 7 Step Facebook Ads Strategy …
… formula to 2X your clients in 30 days. Take a copy, do Facebook Ads right from the get go.
The numbers illuminate the size of the opportunity using the Ads Manager. And the blue ‘Boost’ button limits access, therefore limiting results. Think about the opportunity this way:
Not everyone on Facebook is your ideal client or target audience. But, your ideal client is on Facebook and Instagram, and the only way to find them and put messages in front of them is using the Facebook Ads Manager.
Why Advertise and why Facebook?
Why pay to advertise your business?
To reach the people who matter most to your business with the least effort, quicker.
Stop and think for a second;
No rule in business exists which says you must pay to market your business – ok? Ok. None. Paid marketing, has a role to play, and fits into the Paid, Owned, Earned marketing trifecta of ‘promotion’ of the 4P’s of marketing.
When you turn the tap on:
One way to think of paid marketing, especially Facebook Ads, is a way to amplify your owned media efforts.
Take, for example, a video you ‘posted’ two days ago, the ‘behind the scenes’ office ‘tour’ video showing the office dog, people, your desks, the break room etc. That video is beginning to significant number of views, likes, comments, and shares.
Push that video further – expose more people to it – with €1/day or €5/day for a few days. And watch your audience expand by X3 or X4.
Yes, a large audience by itself does not revenue make. What you do with that audience does make revenue!
What you do is this:
Take that video audience and put them into 3 different buckets using the video view custom audience tool. Bucket one, people who watch 10 second of your video; bucket two, people who watched 50%, and bucket three, people who watched 75% of your video.
The three groups are brand aware, each with different degrees of engagement and intent.
The people who watched 75% of the video are interested, engaged and probably ready for your offer.
The beautiful thing about the ads manager and power editor is you can create a Lookalike audiences from these video view audiences you just created. LAL audiences are clones of your ‘original’ audience. In an almost slight of hand trick, Facebook finds people, in your country, having the same characteristics and intentions which match closest to your seed audience.
So, make a LAL of your 75% video view audience. Then show the original video to this new LAL audience and make your offer to the new group of video view watchers.
Lookalike custom audience are reserved for the Ads manager and Power Editor.
You say: ‘Exposure does not pay the bills?’
So true, so true. And do not fall into the trap where people ‘see ad -> buy product’. Exposure is a top of the marketing funnel activity – where brand unaware people become brand aware. Do more of the ‘marketing magic’ and presto they become customers (did I gloss over a few steps? Yup).
Facebook or bust, right?
After the size of the opportunity ‘argument’; the bestest reasons to use Facebook ads are the ‘targeting’ and retargeting options. (Have you installed the Facebook pixel yet?) The forth best reason is the relative low cost to advertise.
By targeting options, I mean the tools available to find the people who matter most to your business, either by building audiences from scratch or using your existing website traffic.
Retargeting is using the Facebook Pixel to capture website visitors and advertising to the people who visited your website and did not ‘purchase’ a product/service (‘purchase’ is also registered, complete a form, left an email address). This post dives deep into the Facebook Pixel. Read, reread and install the pixel.
Costs is per CPM basis or CPL basis – newspapers, radio, leaflet drops, networking are all more expensive. This post defines the most 39 common advertising terms as a refresher.
Back to targeting – take a local gastro pub located in the city centre with 40K+ people plus an an additional 14K living in the outlining suburbs. The owner would like more walk in customers on Tuesday and Thursday evenings as those are slowest nights.
Targeting for a high-end branding and website design business in need of 5-10 new leads per week. The ideal client is a woman business owner with 2-10 employees, has a website and wants to refresh and upgrade, adding blogging and a shopping cart to their website. Not limited by geography, but, limited by country.
(as he hangs these example in the air for a second…)
Facebook Ad Manager: Ads Structure
The ads are backwards, in reality, and upside down.
People see your ad in their news-feed, or Instagram, or wherever. If curious, they click to seek out your Facebook page, your website, and if really adventurous sign up to your email marketing system.
With the boost button, it is also ‘right side’ up – you post a page post, press the boost button, choose to target, budget, and off you go.
On the backhand:
The Facebook ad structure is upside down; and for a reason.
First decide the Campaign objective, the ad set with audience, ad placement; bidding options, budget, and lastly build the creative – the ad.
The Ads Manager
Find it here: https://www.Facebook.com/adsmanager
Or click on the down arrow on in Chrome browser on desktop, then ‘Create Ads’:
This page is the ‘guided ads’ building page. The page asks you to choose your objective and what is ‘what is your marketing objective?’.
But, a closer look reveals familiar names ‘Campaigns’, ‘Ad sets’, ‘Ads’. Yep, the tabs follow the structure described from above.
Closer, Come a little closer … into the Ads Manager
Look at the top left corner, next to the white and grey Facebook ‘F’ and you see red square with three lines.
Tool, tools, tools and more tools. Facebook takes away reach and giveth tools. Each item opens into their own dashboard.
A detailed and deep and walk-through is for another blog post or two. Here are the highlights anyway.
Reading Left to right:
Frequently Used, Plan, Create & Manage, Measure & Report, Assets, Setting.
Each sub-categories opens more tools. Tools to help us build, create, manage, and understand audiences and ads.
A quick look:
‘Audience insights’ – Research what your audience likes and does not like about other topic – besides your brand.
‘Audiences’ under the Assets tab is where you build website custom audiences, look-a-like audience, and build saved audience.
‘Ads Reporting’ is the tool to learn how your ad campaigns are performing.
Get started with Facebook Ads
If you are given the keys to a brand new red-hot Ferrari; do you jump in and drive! Hell yes! Or do you plan out the biggest baddest road trip ever? Facebook Adverts Platform is no different.
A super car will take you from here to there is style, comfort, class and luxury at lightning speed. The Ads Manager is the same.
However, start with the what and how you want to achieve what you want to achieve.
You want sales yes, obviously, but, be smart and don’t peddle ‘special offers’ in the face of the 1.5 catrillion people on FaceGram expecting and expect to be a billionaire overnight. It is not gonna happen.
Remember the distraction vs. purchase mindset people have on FaceGram? FaceGram is a backyard BBQ party where you don’t barge in like a used car salesman or MLM and sell to your aunt, cousin, neighbor or husband. You must give before asking. Right? Right. Good so…
…be subtle, plan out your funnel, and warm up people before you make an offer. Offer a lead magnet in exchange for an email address. Nurture and build a relationship. Fix your funnel before you run any ads.
Top tip: Match the ‘buyer’ state with the correct content and offer.
You’ve heard: “People must know you, like you, and trust you before they buy from you.”
… the ‘buyers journey’ …
… Eugene Schwartz’s “Problem unaware -> problem aware -> solution aware -> provider aware ->most aware” stages from his book ‘Breakthrough Advertising’
Yep, at each step, people/buyers have questions which need answering. Content answers those questions, and helps people move to the next step. ‘Content’ being images, videos, Facebook Lives, Periscopes, blog posts / articles, white papers, webinars, cheat sheets, ebooks, etc.
Importantly and not to be swept under the carpet:
The ‘price of your service’ and ‘complexity of your product’ loosely, determines the number of steps to move a prospect/buyer/person from brand unaware -> ready to buy state. A €10 t-shirt is different purchase consideration compared to a €999 coaching program.
A simple Funnel
It is a simple funnel, despite the appearance.
In words. Make and Ad and put the blog post in front of your ideal client(s) audience, of e.g. 100K people. Over 5 days 1% of the 100K will click on your ad to read the blog post on your website, 1000 people. These 1000 are now pixeled (you read the Facebook pixel post I mentioned 8 times earlier right?).
On the blog post you have a ‘content upgrade’ lead magnet offer to offer to these 1000 people. A percentage of these 1000 readers will take your ‘content upgrade’ lead magnet offer and give their email address in exchange.
Retarget or remarket to the part of the 1000 people who did not take your ‘content upgrade’ lead magnet offer.
Putting it all together – Demo Live Ads Audience building
Demo no1. Live Facebook Ads and audience building for a local restaurant using the ‘carpetbombing’ technique.
Gastro Pub – PPE with video, carpet bomb with video, retarget with offers.
Example no 2. Clare the Branding / Website design business – read magnet, retarget with lead magnet, schedule a free phone call.
Blog post / Read magnet – The 10 Design Elements To Consider Before Building A New Webiste
Interest: Hubspot, Wix, Divi theme, WordPress, Facebook for Business, marketto, mailchimp, abweaver, convertkit, Leadpages, Clickfunnels, Local Enterprise board, Digital Marketeer, Inc magazine, Entrepreneur magazine.
Richard Branson, Cliff Ravenscraft, Gary Vanerchuck, Mari Smith, Amy Porterfiled, Mario Follio (B-School), Ryan Diess, Jon Loomer
Demographics: I would use 50-75 mile radius of the office, if in person consultants are needed. Remote clients then target any country with the same language.
Targeting for a high-end branding and website design business in need of 5-10 new leads per week. The ideal client is a woman business owner with 2-10 employees, has a website and wants to refresh and upgrade, adding blogging and a shopping cart to their website. Not limited by geography, but, limited by country
Frequently Asked Ads Questions
How do I edit an ad on Facebook?
If the ad is running select the ad, make the changes. Then press the review button. Done.
Note – Any change to an ongoing campaign will ‘reset’ the campaign and all accrued social proof and traction. Meaning – the FB ad platform needs 48-72 hours, to begin achieving the goal of the campaign objective selected.
If you change an image or words etc after 24 hours, the ad set data resets and you begin from time zero again.
How to I ‘buy’ an ad?
Press the ‘order’ button, etc Or what else?
What features are in the Ads Manager?
Every tool you need to make, create, research audience, manage pixels, and monitor Facebook advertising.
What does Ads Manager do?
It is the main interface between ‘us’ and the making Facebook Adverts
How does Facebook ads manager work?
It is a set of tools allowing us to make, manage and monitor ads
How to deactivate Facebook Ads Account
The easiest is remove the payment method from you ads account. Click the hamburger, then setting and ‘Billing & Payment methods’, then edit payments methods.
How to remove credit card from Facebook ads manager
See above answer: Click the hamburger, then setting and ‘Billing & Payment methods’, then edit payments methods.
How to change payment method on Facebook page:
Click the hamburger, then setting and ‘Billing & Payment methods’, then Add Payment Merthod.
My Ads manager not working
your Facebook Ads Strategy starts here –>Download this 7 simple Facebook ads formula for…