By now, most people know the amazing benefits of Facebook advertising.
Facebook ads are a MUST for any internet marketing campaign!
But there’s a BIG DIFFERENCE between just blindly running ads and mastering Facebook advertising.
How do we tap into the massive potential of Facebook ads? Is there a step-by-step process to follow? Yes, there is. And that’s what I’m about to reveal.
In a previous blog post, we talked about the 7 biggest Facebook advertising mistakes:
- Not Measuring ROI
- Ineffective Targeting
- Boring Copy
- Uninteresting Images
- No Funnel Clarity
- Not Retargeting
Now that we have covered what not to do, it’s time to learn the 5 Steps to Facebook Ad Success.
To be successful with Facebook advertising, it is critical to master these five steps. Without them, a marketer is just shooting in the dark. There is no clear picture of where they are going or what they are trying to accomplish.
These steps are the gauge by which a Facebook advertising campaign is measured. If the ads aren’t performing well, go back to these five steps and make adjustments.
5 Steps to Facebook Ad Success
The five steps to Facebook advertising success are probably not what most people imagine. It is easy to think it’s simply a matter of writing an ad and putting it up. But actually writing the ad doesn’t happen until step 3!
After all, there is no point in posting an ad if there is no clear goal about where the prospect is going or what they will do when they get there.
Facebook advertising is a PROCESS and each step is critical to that overall process. The 5 Steps to Facebook Ad Success are:
- Landing Page
Now, let’s take a look at each of these steps in detail…
Step 1: Funnel
It the world of marketing and sales, the funnel is the buying process that companies lead customers through. This is a gradual process of bringing prospects toward a specific goal—which is usually buying a product or service.
This process takes time! People need to warm up to the brand. They need to warm up to the person behind the brand. There needs to be some sort of relationship.
The truth is that shoving offers in people’s faces doesn’t really work. And it never has. Instead, there has to be a clearly defined funnel.
Anyone who is launching a marketing campaign needs to know where they want to prospects to end up. What is the end goal? Where do they want to lead prospects? Where do they want to make money?
One of the biggest marketing mistakes people make is that they try to sell to COLD traffic.
They don’t have a clear funnel. And it is extremely difficult to work this way. It is not easy to convince someone who doesn’t know the brand or the person behind it to part with their money.
What does a sales funnel look like?
The sales funnel begins with the cold market. Again, these are the people with no brand familiarity. As they are taken through the funnel, these people warm up to the brand. It goes like this:
Cold > Lukewarm > Warm > Hot
Bringing them from cold to hot takes time. The process begins by generating traffic to a landing page. This page generates leads and helps grow an email list of prospects. The marketer can then build a relationship with these leads and send them offers.
Here is an example of a basic sales funnel:
Generate Leads > Offer Low-Ticket Product > Offer Mid-Ticket Product > Offer High-Ticket Product
- Generate Leads: Offer a free report or newsletter in return for their email address.
- Offer Low-Ticket Product: This can be a book or something that doesn’t cost a lot of money. This does require a lot of commitment or risk.
- Offer Mid-Ticket Product: The customer has begun to warm up and trust. They are ready to make a bigger purchase, a bigger commitment.
- Offer High-Ticket Product: At this point in the funnel, the customer has become a hot prospect. They know the brand and the person behind it. They trust implicitly. They are ready to put down serious money.
Note: Relationships are being built through this whole process as well. Rapport is gained through email communication and even social media interaction.
The key is to sketch out this sales funnel before any advertising takes place. Once the funnel has been thought out, it’s time to create the landing page…
Step 2: Landing Page
The landing page is the page a prospect is taken to when they click on an ad. They “land” on that page. This landing page is the next step in the funnel and it helps guide people along that funnel. In fact…
The landing page is just as important as the ad!
The landing page has to be written so that it gets the attention of the prospect. It needs to get them to make a micro-commitment. The key is to convince the prospect to say “Yes.”
But beware. Since a Facebook ad takes prospects to a landing page, Facebook also checks landing pages for compliance. This means all of Facebook’s compliance rules must be followed when writing the landing page.
With this is mind, there are different types of landing pages…
Types of Landing Pages
The type of landing page used depends on the end goal. They are as follows:
The sales page is generally in the form of a written sales letter or a video sales letter. The goal behind this type of landing page is to make an offer and get the sale.
The goal behind the opt-in page is to generate leads. Prospects can opt in for a free report, newsletter, mini-eBook, or something else. The prospect doesn’t have to make a financial commitment. They just have to provide their email address in exchange for the free gift.
This carries no risk. If they don’t like what they see when they receive emails, they can simply unsubscribe from the list.
People who have an online store and sell physical products will want to bring prospective customers to their store or product page. This type of landing page is eCommerce-driven.
This is a great way to provide value, grow a following, and generate leads. The landing page can be a specific blog post, article, or other form of content. Just be sure to include the opportunity to leave an email address.
A webinar is another type of sales letter—a much more interactive one. A Facebook ad can lead prospects to a page where they can register for a free webinar. This will capture their email address and ensure they move along the sales funnel. Plus, a webinar is a great way to develop a relationship with them. After all, they are there live with the marketer.
And now that there is clarity around the funnel and the landing page has been created, it is time to create the actual Facebook ad…
Step 3: Ad
By the time a marketer reaches this point, they know:
- Their end goal
- Their funnel
- The type of landing page they need
These things have been developed and the landing page should be ready to go. There is now context around the ad. Then it’s time to write the ad itself. And this is so easy to do!
But before we get into the types of Facebook ads, let’s take a moment to discuss what the ads are for.
The job of a Facebook ad is to get people to STOP SCROLLING, catch their attention, and entice them to CLICK the ad.
Just think about scrolling through Facebook. What will catch the eye? What will make someone stop and take a closer look? There are a few elements to Facebook ads that depend on the type of ad.
Types of Facebook Ads
There are different types of ads, depending on the end goal and how the marketer wants to engage the consumer. Facebook constantly updates their ad types, but here are four general categories of Facebook ads:
Text ads are just that—plain text. Nothing else. These are done in a long-text format, something like a mini sales letter.
And they are highly effective!
Why? Because they don’t look like an ad. Instead, they look like content. And content is what people are looking for on Facebook.
To write an effective text ad, good copywriting skills are a must. And it is easy to learn the skill of copywriting. When writing copy, even for an ad, there is a simple 5-step formula to writing it effectively. These steps include:
- Introduction—In a Facebook ad, this is the headline. It grabs the attention and makes the person want to keep reading.
- Story—This is where a relationship begins being built. Make it personal. Draw people in.
- Content—Create credibility. Teach them something.
- Transition—Take them to the “sale,” which in the case of an ad is clicking the link.
- Pitch—This is the call-to-action. Tell them what they need to do. Tell them to click the ad. At this point they should want to see what’s on the other side.
These steps create a narrative the person will follow. And this narrative delivers a strong message.
The story type of ad is similar to the text ad, but it includes an image. The image is placed within the long-text format and it is ideal when selling solutions, such as:
- Consulting services
- Information products
The key here is to write the copy like you would for a text ad. And it is important that the image not make the ad look like an ad. It shouldn’t look salesy—it should still look like content.
This image should make people stop and take a closer look. And the headline in the text also draws attention. Then they will read the text and be enticed to click.
The image ad has a greater focus on the image. There is only a short piece of text to accompany it. Since the image is such a prominent part of this ad type, it is key that it grab the attention. The image MUST get people to stop scrolling.
But remember, the image is not there to sell. That’s what the text is for.
Goal of the image = stop scrolling
Goal of the text = sell the click
The image is essentially taking the place of the ad headline. It needs to be powerful. Here are the qualities of a good ad image:
- Picture of people—These work well. People like to see what other people are doing.
- Picture of a product—This is ideal for ecommerce.
- Intriguing text—Any text in the image should create intrigue. Accomplish this by asking a question. In fact, the image text should read like the subject line of a good email.
The final type of Facebook ad is the video ad. These ads work really well right now. People LOVE videos because they are engaging. Plus, a video is very personal. They get to see that there is a real person behind the brand. This is great for building brand awareness and a relationship with the consumer.
There are a few key attributes of a good video ad. These include:
- Audio quality—This is critical. Make sure the audio quality is top notch. If people can’t hear the video, then they won’t bother clicking the link.
- Use subtitles—This is always a good idea. It makes the video more accessible.
- Thumbnail image—The whole purpose is to get the person to stop scrolling. This can be accomplished with an enticing thumbnail image.
- Doesn’t need to be fancy—Really. Keep it simple. It’s more about what is being said than having a fancy, cinematic video.
- Content—Give something of value! Teaching something or entertain the audience.
- Hook—Make sure the video has some sort of angle. For instance, what makes the product/service great and how people would benefit from it.
- Pitch—Like we discussed above, the pitch is the call-to-action. Tell people what they need to do next!
Step 4: Targeting
Once the ad has been created, it is time to create targeting. Targeting is nothing more than selecting the specific people who will see the ad. These are the people who will make ideal customers.
Facebook’s ability to target so specifically is what sets them apart from every other advertising platform. The data Facebook has is mind-blowing. And this data is provided by Facebook users. It is provided through their Likes, interests, location, age, gender, relationship status and a lot more.
Facebook ads allow you to target the EXACT people you want to reach.
And in the Facebook Ad Manager is a tool called Audience Insights, which can help anyone find the right target market. This tool provides incredible information, including trends, about any target audience, including:
- Page Likes
- Location and language
- Facebook usage
- Purchase activity
This information can be gathered for everyone on Facebook, a custom audience, or the people connected to a specific Page or event.
However, Facebook offers more than just this information…
With Facebook, any online marketer can target their audience based on interest. And isn’t that really what people base buying decisions off of? Their interests?
THIS is where all of the information Facebook collects becomes incredibly valuable for marketers.
Marketers can target based on:
- Page likes
- And a lot more
This is a genuine goldmine of insight into each Facebook user’s world. Insight into what makes them tick. And not only can one interest be targeted, TWO can be targeted.
Intersectional Interests is a tool Facebook offers that allows advertisers to target people who match an interest AS WELL AS another interest the advertiser defines. For example, people who like BOTH Tony Robbins AND Robert Kiyosaki can be targeted. This way, those who only like one or the other will not see the ads.
This is a great way to target people who are intensely interested in a specific niche. Just think of someone who likes both Tony Robbins and Robert Kiyosaki. That person would be very interested in the financial side of personal development. This is a highly targeted audience.
This type of targeting will ensure ads reach the people most likely to follow the sales that has been created. But once the ad is out there, the journey isn’t over.
The best marketers know they have to make sure the ads are actually working…
Step 5: Optimization
Once the ad is posted, that isn’t the end. Not by a long shot. The performance of the ad needs to be tracked. Is it doing well? Is it getting clicks?
Not tracking ad data = shooting blind.
Tracking the ad allows marketers to tweak the ad when necessary. Maybe the headline could be better. Maybe the image isn’t right. Maybe the call-to-action could be stronger.
Tracking performance and making adjustments can drastically improve performance. The good thing? All of this is easy to do with Facebook. Facebook Ads Manager makes it easy to test, measure, and adjust ads. And when you have ad data, it is easy to determine ROI. This is critical for any business.
There are some metrics that absolutely MUST be tracked. These essential metrics include:
- Relevance Score—This is a rating from 1 to 10 that estimates how well people are responding to an ad.
- Frequency—This is the average number of times the ad was served to each person. As a general rule, this should be kept lower than 5.
- Positive Feedback
- Negative Feedback
- CTR—Click-through Rate. The higher the better. This is a good indicator of how effective an ad is.
- CPM—Cost per thousand
- CPC—Cost per click (Goal = $1)
Keep an eye on the metrics of ads and TEST. Create a duplicate ad and change one variable to test exactly what is working and what isn’t. Then test another variable. This is how to optimize Facebook ads.
Facebook Is the MOST Effective Way to Get in Front of People
Facebook ads are critical to the success of any marketing campaign. The audience is so immense and the targeting is so specific that getting an ad in front of the right people is easy.
But to accomplish this, these ads must GRAB people’s attention. They must stop the Facebook user from scrolling. They MUST get the consumer to click. And to do this successfully, it is important to follow the 5 Steps to Facebook Ad Success. Here they are again:
- Landing Page
These 5 Steps to Facebook Ad Success have been proven to work time and time again. They ensure that the consumer goldmine that is Facebook is easily accessible.
Now for an even deeper dive into Facebook Ads and everything digital marketing, be sure to sign up for our FREE Digital Bootcamp!
This is an incredible opportunity to learn from the experts and tap into the amazing potential of Facebook ads.
Sign up for our FREE Digital Bootcamp today!
See you there.