I’ve been helping many marketers over the past couple years with their Facebook ads. I’ve gone through a number of accounts looking for what was done wrong and how to correct it.
You can say I have some personal experience to share with you on this subject. This just isn’t another cut and dry blog post out for SEO value. (Or at least I hope it won’t read like that!)
Here are the top three mistakes I see:
#1 – Targeting
#2 – Copy & Images
#3 – Funnel
Ok, so let’s tackle one at a time.
Mistake #1: Targeting
Know Who Will Buy What You are Selling.
Let me say that again.
Know Who Will Buy What You are Selling.
Create an Avatar. Become the buyer. Research, research, research.
We cover how to create an avatar in FB Ads Formula in more detail and I give you a handy template that you can swipe and use for yourself.
For times sake here, an avatar is simply a description of a mythical person who would buy your product or service. You can have multiple avatars, both men and women with different ages and different hobbies.
Quick Example: Ryan Shaw, M, 28, San Diego, United States. Interests & Hobbies : Online Marketing (Sub Niches of Video Marketing, Online Advertising, SaaS, SEO, etc), Online Gaming, Live Music, Tennis, Basketball
Likes : Mari Smith, Amy Porterfield, Tony Robbins, Ryan Deiss, Frank Kern, Jon Loomer, etc.
Use your existing data or industry data to find out what your target audience looks like, where they hang out, where they play.
Because you can use this data when deciding on targeting options within the Facebook Ads engine.
You could be selling a FB Ads course like ours and discover that your target audience also likes Tony Robbins and Reader’s Digest. It may be much cheaper to run an ad to an audience who likes Reader’s Digest than it is to Tony Robbins. Or perhaps, they like both… In this case, you would need a tool like Social Interest Freak to intersect those two separate audiences into one tight audience for targeting.
Mistake #2: Copy & Images
Most people are not professional copywriters. So it makes sense that many ads ran on Facebook just don’t catch the eye of the prospect which drops your CTR and increases your cost per click to a point where you can’t turn a profit.
Here’s some quick tips on how to improve your images and copy:
You can review the entire article mentioned in the video above here on Ads Espresso.
Mistake #3: Offers & Marketing Funnel
This is where the majority of the mistakes are made because its just not easy to create a great marketing funnel.
Here’s some of the elements needed to create a funnel that converts:
Free Offers to Entice the Prospects in:
These can include reports, giveaways, downloads, free trials, videos, a free consultation, and much more.
Main Offer that converts like crazy:
You must provide a ton of value, and that will provide an anchor for your business. (Example : Our main offer is FB Ads Formula but we have many other products and offers.)
Side Offers & Upsells:
You paid for traffic, so you need to monetize it completely. So, offer upsells to your main offers. Offer side offers that may not work as a direct upsell.
Partnership / Affiliate Offers:
You can always provide everything that your customers want to buy. Maybe you only sell information or coaching and you can partner with a software company. Or vice versa. Partnerships have led to me doubling my sales each month. Try it!
High Backend Program:
Offer high end programs for your paying customers. This can 4x your business. Think of Godaddy who has a ton of upsells. Think of Microsoft who gives away Windows 10 but offers high end services for businesses where they can make a crazy amount of recurring income each month. We offer a high end coaching program to help you create your online business for example that runs for $5k. That’s much more than our main product selling at $49.95 per month.
How to Find Information on Your Target Audience
There’s a few ways. I recommend getting as much info on your audience as possible. Do not skip this step!
You can use data available to you online or use a company to find it for you. Better yet, do it within house and poll your existing customer list with Survey Monkey.
I use all the tools at my disposal and I already know my target audience. I suggest you do the same, especially in a niche that you may not be familiar with.
The Overall Winning Strategy of Targeting on Facebook
Okay, so here’s the only way to run Facebook Ads going forward that I found to give you a consistent result.
Step 1 : Identify your Audiences (Follow the advice above)
Step 2 : Setup as many split tests with those audiences (This could result in 100+ ads including different images, audiences, demographics, countries, etc. The possibility for testing can be huge. General rule of thumb is to test more options the bigger your budget and target audiences are.)
Step 3 : Funnel those audiences into a re-marketing list and give them a ton of value.
Step 4 : Have a re-marketing list for them to opt-out as well. (If they buy or unsubscribe)
Step 5 : Continue to grow your re-marketing list and customer list and use the power of your sales funnel to turn a profit.
Step 6 : Rinse and repeat.
Note: If you are not turning a positive ROI after following these steps, follow first on improving your sales funnel as this usually is the biggest key to success or failure. It’s actually not in running the ad at all.
It’s simply because if you have a GREAT product or service, people will flock to you whether or not your FB ads are great. Soon, you will have referral traffic and you won’t need to run ads. If your sales funnel and processes are bad, your customer service is bad, and your offers are bad… well, you can’t stand a chance.
How You Can 4x Your Sales Faster
Keep plugging away at improving your sales process each day and reap the benefits.
If you would like me to help you further, you have a few options available to you.
You can join our FB Ads Formula community for just $1 today and join our FB group to get access to the 1,200+ members in our community including myself and other FB ad professionals ready to assist in answering your questions.
You can do it completely on your own from here. (In this case, make sure to subscribe to our free content on Youtube and our blog here.)
I wish you the best success in the world.
I’d like to see this article hit 1000 shares. If we can hit 1,000 shares, I will release my next training program for free to all existing customers of FB Ads Formula!
Let’s light up the share button! (Leave a comment as well, I do respond fast.)