How to Use Facebook Lead Ads

FB Lead Ads

It’s called Facebook Lead Ads.

Now, I’ve been known for a while for generating leads on Facebook. So naturally, I needed to dissect this new feature on the ads platform.

So, it was time to watch the video: (You can click the video image to be sent to their official page.)

Okay, great. So we can get data straight from Facebook users and have it for ourselves to market to.

It looks something like this process:

 

Real World Case Studies Using Lead Ads

“Initial tests on Facebook have shown costs as low as 1/3 of the website conversion objective campaigns. It’s a win-win situation: the user receives a better experience without having to leave the Facebook app, while you receive higher conversion rates with automatically populated fields.”

Michael McEuen, Adstage

“In early A/B testing, Facebook’s native lead ads outperformed link ads driving to the website to fill out a lead form in terms of total leads and conversion rate, while driving a 4x reduction in cost per lead compared to previous social lead generation tactics.”

Kim Kyaw, Manager Digital Marketing, Land Rover

“This ad product has taken our customer acquisition efforts on Facebook to the next level. Lead ads have driven robust volume while maintaining exceptionally low acquisition costs—up to 50% less than comparable ad platforms. We are incredibly excited to continue scaling with this product.”

René Fielder Marketing Director, Sona Med Spa

“Lead ads were a game-changer product for Properati. In the past, we had tested similar products from other channels but they didn’t work for us. Since testing lead ads, we have seen a 4x reduction in the cost per lead, with a more than 3x increase in the number of leads we normally generate in Brazil.”

Gabriel Gruber, CEO, Properati

Here’s Where Zuckerberg Messed Up With Marketers

Facebook has done a great job with creating Facebook Lead Ads which works now for both desktop and mobile users.

It’s capturing millions of leads per month for advertisers.

However, they really did make a huge mistake that has led to many marketers wondering if Facebook really is out of touch with your average online marketer.

Facebook has never bridged the gap from capturing the lead information on the form to marketing platforms that we as marketers use every day.

Does Mark Zuckerberg really expect us to login to our Facebook account daily and download a spreadsheet of raw lead data like this is still 1996 that looks like this:

 

That is why we just released a new software to connect Facebook with any autoresponder / CRM that you may use.

We are excited since now, you too, can get access to this brand new tool.

For members only, we just did a live training on how to use Facebook Lead Ads.

It’s simpler than traditional ads and you will get to see me setup an entire ad that gets leads LIVE during the video in just a couple minutes flat.

Check it Out:

Click Here to Get Facebook Lead Ads Pro

Leave a comment / question below on how I can help you further.

3 Common Facebook Ad Mistakes & How to Fix Them

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: meRyan 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.

Why?

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!

Facebook Audience Insights
Twitter Insights
Google Trends
– Industry Data Companies
– Existing Customer List / Prospects

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.

Why?

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 setup a time to consult with me on Skype and have a recording of our coaching call.

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.)

Increase Clicks with 3-D Image Carousel on Facebook Ads

Facebook Ads offers several unique features to help marketers increase their conversions, and their image carousel option for their ad system is a good one.

Facebook’s image carousel option for Facebook Ads allows businesses to advertise multiple products with just one ad. Users can scroll through different images that appear on just one ad.

     Screen Shot 2015-06-15 at 4.57.00 PM

Facebook’s option for image carousel ads have recently been opened up for mobile ads, too, so we figured now was a good time to go over why you want to use them, and how to create them.

Why You Want to Use The Image Carousel on Facebook Ads

The 3-D Image Carousel, which allows you to feature three to five different images and/or products on a singular Facebook Ad, offers some awesome benefits.

First, it automatically helps your ad to stand out against everything else on their Newsfeed. Sometimes it’s better for your ads to fade into the Newsfeed for a more seamless integration, but in the case of the multi-products ads, it helps your ad to stand out in the best way possible. The image carousel ads have seen increases of engagement and conversions compared to other types of Facebook Ads.

A second benefit is that each image can direct users to different locations on your website. If they click one image, for example, they can be taken to that exact product.

The third major benefit you get when using the image carousel option on Facebook Ads is that you get to feature three to five images on one Facebook Ad. This allows you to feature multiple products or images, helping to make sure that your one ad appeals to more people, and your chances of getting those clicks and conversions increase.

Screen Shot 2015-06-14 at 5.31.54 PM

Fun bonus: Facebook automatically optimizes your ad for you with what they call “creative optimization,” where they will put the best-performing images and links up front for each person who sees your ad. They do the work for you to put your highest converting images up front, taking some of the work off of you.

Fun bonus number two: Facebook doesn’t charge extra for carousel ads.

Facebook just recently made the image carousel option available for mobile ads, too, so no matter what type of ad you’re running, you can still utilize this feature. As we always mention, if you think this type of ad could benefit you, it’s at least worth split testing.

Recommended Dimensions

Facebook offers recommended dimensions of images and text for optimal performance when using their image carousel on Facebook Ads. These recommendations are:

  • Image Size: 600 x 600 pixels
  • Text: 90 characters (This is what will fit across small screens)
  • Headline: 25 characters
  • Link description: 30 characters

Keep in mind that, as always, your image cannot include more than 20% text on your image, and Faceboko now helps you determine how much text you have with their grid tool.

Facebook also offers a tip about how the recommend getting best results with the image carousel, recommending that you use specific product imagery when targeting returning or high-intent customers, but that you utilize lifestyle imagery with new customers.

How to Create Image Carousel Ads

To create image carousel ads, you’ll start by creating your ad as you normally would—you choose your objective, which in this case, must be either website conversions or clicks to a website.

You’ll fill out the targeting and budgeting information however you see fit, and on step 4: create your ad, you will choose “Multiple Images in one ad.”

Screen Shot 2015-06-19 at 1.02.05 PM

When you scroll down, you’ll see that they automatically have three slots for you to put in images, headlines, and links. You can increase these to five.

Screen Shot 2015-06-19 at 1.10.39 PM
After you enter in all the information, you can preview your ad, seeing how it will appear in all format.

Screen Shot 2015-06-19 at 1.02.35 PM

Recently released for mobile ads, you can now take advantage of the benefits of image carousel ads across multiple platforms and devices.

Final Thoughts

If you’ve got products that are visually striking (or even tangible products that you know would do well on Facebook), using the Image Carousel is a great way to promote multiple products at once while increasing the chance that more users will see the one that will actually get them to click.

To see more about increasing conversions on Facebook Ads, you can see our free Beginner’s Guide to Facebook Ads, as well as read more about our FB Ads Formula, which has quadrupled conversions for members in the past.

 

Have you used Facebook’s image carousel option? What results did you get? Have you used them on mobile? Share your experiences in a comment below!

Take Facebook Ads Off of Facebook with Audience Network Ads

Facebook Ads have proven to be highly effective as an ad platform—once you’ve gotten the hang of it. Some marketers greatly prefer Facebook Ads even to other highly popular platforms like Google Adwords.

Until recently, the only true limitation of Facebook Ads (aside from not always being beginner-friendly) is that these ads only stay on Facebook. While you could reach everyone in their extremely large audience, you could only show them ads on Facebook itself, and never to those who don’t have a Facebook.

Thanks to Facebook’s Audience Network Ads, this limitation no longer exists—you can actually take Facebook Ads off of Facebook entirely. Facebook’s audience network ads were announced and released about a year ago, but Facebook has recently released new tools for publishers to make it easier to create and run these ads.

What are Audience Network Ads?

The idea of Audience Network Ads is to allow Facebook advertisers to extend the reach for their ads. Audience Network Ads allow advertisers to place their ads in other mobile apps—mobile apps that aren’t Facebook. It allows for “the power of Facebook Ads, off Facebook.”

If you have a mobile app, you can advertise for your business with Facebook Ads on it, as well as advertising on other mobile apps.

Screen Shot 2015-05-19 at 5.46.50 PM

Facebook’s Audience Network Ads allows for the same featuring as their regular ads, including options like custom audiences. They started out with only featuring this type of ad when you’re seeking to drive installs or engagement on an app, but with the goal of expanding to more marketing objectives in the future.

In past tests, Audience Network Ads helped the US Navy increase their campaign reach by 33%, which is incredibly substantial when you think about what those numbers are. Rosetta stone digital marketing director TJ Hunter echoed this, noticing that these ads were highly successful in driving users to install their mobile app and reducing cost-per-impression by 40% while reaching users whose engagement and likelihood to purchase was 30% higher than “comparable” platforms.

 

The New Tools and Improvements of Audience Network Ads

For starters, a big improvement in the Audience Network Ads is that the participating apps have increased by 5x since October of 2014. That alone is a pretty massive increase.

Another improvement to audience network ads is the updates to the ads, how they look, and how they function. These updates and tools include:ss

  • Native Ad Templates: These ad templates focus on a natural, integrated placement for your ad that increases conversions, as Facebook’s research determined that banner ads at the top or bottom of screens are typically ignored entirely. These templates are best on native ad best practices. Within these templates, publishers can customize features like font, ad height, background color, and more that make the ad more integrated.

Facebook's Audience Network Ads

  • Native Ad Management Tools: Facebook is also introducing “a new way to manage multiple native ad requests to ensure that the highest performing ad is delivered at the right time to the right person.” The native ads manager will help you “pre-fetch” up to 10 ads at a time and deliver them in “the best order,” making it easier for you.
  • Horizontal Scroll: Facebook developers have found that building and optimizing a horizontal scroll (or “h-scroll”) increases ad engagement, and can increase the number of ads shown. Not surprisingly, they have created a horizontal scroll to fulfill these purposes.

How to Use Audience Network Ads

audience network ads Facebook

Audience Network Ads are like mobile ads—it is a placement option.

Audience network ads are available for all users, and don’t require any extra effort or advanced ad strategies.

To run Audience Network Ads, you simply select “Audience Network” as a placement option for your ad campaign. Like with all other ad placements, you can choose to only run an Audience Network placement campaign, or you can choose to run your ad on all placement options.

 

Final Thoughts

The opportunity to extend the reach of your Facebook ads and actually take your ad off of Facebook entirely is really exciting, especially given the case studies of success (higher engagement, conversions, and reach) that we discussed above.

What do you think about Audience Network Ads? Have you used them? Will you?

To learn more about techniques that can enhance your Audience Network Ads, read more about the importance of ad placement here, and about how to increase overall click-through rates on all of your ads here.

6 Tricks To Increase Click-Through Rates on Facebook Ads

Part of running a successful campaign is being able to increase click-through rates on Facebook Ads. This means that users are engaging with your ad, clicking away to a potential landing page (or wherever else your ad sends them), and are much more likely to convert.

Unfortunately, it can often be difficult to achieve high click-through rates on Facebook, but with these 6 easy tricks, you an increase click-through rates on Facebook Ads with some tweaking to your current campaigns or as soon as you start on your next one.

Here’s how:

1. Offer True Value Mixed with Urgency

This is one of the most important and effective ways that you will increase click-through rates on Facebook Ads. If you offer holds true value in your ad, you’re going to see a heck of a lot more clicks. It sounds obvious, but it’s still something a lot of marketers don’t do.

When a user first sees your ad, whether they realize it or not, their instinctual, unconscious thought is What’s in it for me. If there isn’t an obvious answer to this question, even if they don’t realize they’re thinking it, they won’t click on your ad.

You can offer value in a lot of ways, and one of the most common ones is by highlighting special features that come with your ad and product. A lot of times this can mean a sale. A sale is fantastic because it offers value while creating a sense of urgency, especially if you’ve got “two days left!” tacked on in the copy somewhere.

increase click-through rates Facebook Ads
This ad creates value by offering free items in addition to free shipping. It creates urgency by telling you they’re only offering this for a limited time.

That bit of urgency creates extra value in that your offer only stands for a certain amount of time. And that increases click-through rates.

2. Use Great Images

The image is what will initially capture the user’s attention and get them to read the text (and your offer). Because of this, the image you choose for your ad matters a great deal. To see our blog post on how to create or choose eye-catching images for Facebook Ads, click here. This post gives a great deal of insight on different types of images that work best for Facebook Ads.

While some advertisers go for the image that jumps out at users (and depending on your target audience, that may be the way to go), some marketers have found that choosing images that blend in with the rest of Facebook had higher conversions and click through rates.In this case, you’ll have to test out a few images for yourself to see what converts best and increases click-through rates the most with your specific audience.

3. Keep Text Concise but Interesting

If there’s too much text, it’s too much work for most users, and they’ll scroll away instead of clicking.

You only get so much text on your Facebook Ad, especially if it’s in the right hand side column. You need to make the most of it. You want your copy to be concise—short and sweet—but also interesting and descriptive. Hit the major points, and always make sure you have a call to action, like “Shop our 20% off sale, only 2 days left!”

increase click-through rates on Facebook Ads
You’ve got the call to action– Shop Boots– and can immediately see the benefits of a sale and free shipping, all in one quick glance.

As always, it’s crucial to make sure that your call to action is prevalent, and that you’re the text matches your offer, image, and landing page.

4. Use the right targeting

This one is pretty self-explanatory. If you want people to click on your ads, you need to be showing your ad to the right people. If you get your content in front of the right target audience, you’ll be a lot more likely to see higher click-through rates.

To learn more about targeting on Facebook Ads, click here.

5. Split test

When you split test your ads, you have a good chance of increasing click-through rates just by seeing what works best. Even changing one aspect at a time—whether it’s the image, the offer, the text, the placement, or the targeting—can help you determine what your audience best responds to, and even who they are.

Split testing is so important, and should never be ignored, no matter how high your current click-through rates are or how much profit you’re bringing in.

 

Ad that appears in the newsfeed.
This ad has a different picture and copy than the ad below.
click through rates for Facebook Ads
The ad above, in addition to different images, emphasizes “vintage engagement rings,” while this one focuses on “ethical engagement rings.”

Part of the reason split testing is so important is because even with a great campaign, you will, inevitably, need to change it up.

Which brings us to trick number six…

6. Change it Up

Even if you have a really successful campaign, you still want to change things up every now and then. It keeps things exciting and fresh, and having new campaigns that users haven’t seen before is important to keeping click-through rates high and even increasing them.

One of the easiest ways you can do this is just by changing the image—the image, again, is what initially catches a user’s attention, so if they’ve seen the same ad before again and again, it may have lost it’s allure. To increase click-through rates and get them to click, you need something new.

To monitor how many times people are seeing your ad, you can check the frequency score for each ad campaign. This tells you how many times the same users are seeing the same ad. The higher it gets, the less likely they are to click, decreasing your click-through rates. If you start having a high frequency, it’s time change or end that particular campaign.

If you’ve found your target audience, there’s no reason to change it (aside from some split testing).

New offers can also send click-through rates skyrocketing. Instead of a percentage off a certain product, you could offer a site-wide sale, new items, or “buy one get one half off.” Even if it’s really not all that different, changing it slightly can push users over the edge to click—and to purchase.

 

What do you do to help your click-through rates stay high? Which of these tricks do you think will help you the most? Share your knowledge and experience in the comments below!

 

To see more about how to increase conversions on your landing pages once you get those clicks, click here.

How to Get a Free Coupon for Facebook Ads

Facebook Ads can get expensive pretty quickly. There’s no secret about that. And with organic reach continuing to decline with the most recent algorithm update to the Newsfeed, there’s a good chance that that bidding prices may increase as more marketers start using the system.

Even though Facebook Ads is expensive, there are plenty of ways to decrease the overall cost. One if these methods is by focusing on the new relevance scores.  Another is by finding and taking advantage of coupons and credits for Facebook Ads.

How To Get a Free Coupon for Facebook Ads

Believe it or not, there are multiple ways you can get free coupons for Facebook Ads (and you can take advantage of them all!). You can get them by:

Purchasing a hosting package from GoDaddy: Technically this one isn’t really free, but it still comes at a discount. If you purchase a three month WordPress hosting package from GoDaddy (which costs $12), then you get a $50 Facebook coupon in return. Even if you don’t necessarily need the hosting site but you know that you’ll use Facebook Ads, you’re getting $50 of advertising for only $12. A worthwhile investment.

To find out more, you can click here, where they are also offering Google Adwords and Yahoo search credits. Depending on what promotion they’re offering (and it does change), they may only have Facebook Ads credits or Google Adwords credits or Yahoo search credits, but it’s always worth taking a look at.

Finding a reseller of coupons from a Fiverr promotion: The Fiverr promotion is now over, but there are still plenty of people selling their unused coupons that they don’t want. They’re often selling them for cheap, for around $5-$15. Just as there are coupons from Fiverr floating around, there are coupons from other promotions that may be out there, too. Just be careful where you get them from, but they’re worth looking for if you’re interested.

Signing up for Facebook Go: Facebook Go is a great new tool Facebook recently released that allows marketers who spend a certain amount to get personal help from a trained Facebook Ads expert.

pic 1 l

In addition to the benefits of taking advantage of this awesome opportunity (helping to get the most out of the money you do spend), when you go through the Facebook Go program, you’ll get a $50 ad coupon. You can sign up for Facebook Go here.

Getting credit from Bing/Yahoo!: This doesn’t get you a Facebook Ads credit but it gives you a Bing search engine credit, so I thought I’d throw it in our list and give it a mention for anyone interested. If you want to request your coupon to get started (which I’m guessing is largely there to get people to use Bing Ads instead of Adwords), you can click here.

While these are the current ways (that we know about) to get free credits and coupons for Facebook Ads, there are always new promotions cropping up—including those from Facebook itself. If you keep your eye out, they’re not hard to find, and often very easy to take advantage of.

Keep in mind that there are plenty of places that promise $50 or $100 in Facebook credits for only a small fee. A lot of these are spam, junk, and/or a rip-off. Just because you find something that seems like a great deal doesn’t mean that it is. It is the internet, after all, and we all know how that goes.

How To Get The Most Out of It

Some people look at free Facebook Ads credits as a chance to run campaigns that don’t have to be successful, since it is, after all, free money. But if you have $50 that you can use for free advertising, wouldn’t you rather get the absolute most out of it that you can? I know I would.

Getting the most out of your Ads campaigns can certainly be challenging, as the system is complex. That’s why we’ve got our Beginner’s Guide and our popular and highly-praised FB Ads Formula. If you haven’t gone through either program (and the beginner’s guide is completely free!), make sure you do, as both are great resources that help to increase ROI quickly.

If you really want to make the most out of every penny you spend on Facebook Ads (including the money you don’t get from free Facebook Ads coupons), you can sign up for FB Client Machine.

FB Client Machine, as mentioned above, not only comes with a free facebook ads coupon, but it teaches you how to get the most out of your money. It comes with the promise of teaching you how to get businesses calling you for only $5 spent on Facebook Ads. Multiply the amount spent by 20 and you’ll have your phone ringing off the hook. This is still a new product that hasn’t launched yet but it’s one Ryan is contributing to and working hard on. We’ll give you all the new information as soon as it’s available.

Have you redeemed or acquired your free coupon for Facebook Ads yet? Do you know of any other ways to get free coupons for Facebook Ads? Let us know!

To make the most out of the money you save on Facebook Ads, make sure you learn about maximizing ROI with our FB Ads Formula.

How Facebook’s Relevance Scores Can Improve Your Campaigns

Facebook recently started providing advertisers with yet another amazing tool: relevance scores for Facebook Ads.

Facebook has always taken relevancy into consideration as a factor when determining how they deliver their ads, and to whom. Now, they’re allowing advertisers running Facebook Ads to see these scores and to evaluate their own success.

This is another change designed to make their ads system even better and more accessible to advertisers, and it’s an exciting one.

Where To Find Relevance Scores for Facebook Ads

To access your relevance scores for Facebook Ads campaigns you run, you can view them in any of the ads reporting or monitoring tools. You can access them through ads API if you have access to this as well.

The easiest place, though, to access your relevance score, is through the Ads Manager.

From the Ads Manager, you can access a tab just for your relevance scores. There, Facebook will give you all the information you need.

How They Work

Facebook has been evaluating how relevant an ad is to the audience it’s shown to. It’s how they work to make sure users are seeing the content most relevant to them, and thus those users will be on Facebook more. They’re now giving it a number and allowing advertisers to access this information.

The relevance score for each ad will be a number 1 through 10, with 10 being the most relevant. This score is continually updated as people see, interact with, and provide feedback on the ad through engagement. You will be able to see how relevant your ad is to those being shown to it.

Facebook's relevance scores; drive down cost of Facebook Ads

These ads will have a bigger impact on those seeking conversions of some sort (CPC) instead of those paid for reach (CPM) due to the nature of those bidding systems. This is because ads with “guaranteed delivery” (CPM) are not impacted since they are more about reaching people than driving actions like installs, sign ups, or sales.

How to Use Facebook’s Relevance Scores to Improve Your Ads

These relevance scores offer direct feedback, and this always offers a chance to improve your campaigns. While even Facebook has said these scores shouldn’t be used as the primary indicator of an ad’s success (that depends on a large number of factors as you can see here), it’s a great factor to be able to take into consideration.

Are you targeting the right people? If you aren’t, your relevance score will probably be pretty low.

If you are targeting the right people, is something about your ad (what you’re offering or how you’re offering it) keeping them from clicking?

Relevance scores, along with other tracking and measuring tools like the conversion tracker and even the reporting tools available in Facebook’s Ad manager, will make split testing even more effective. If you run two campaigns, you can see which performs better—which has more conversions, which has conversions for a lower or higher cost, and which gets more engagement.

How They Can Lower The Cost of Your Campaigns

As Facebook claims, “the higher an ad’s relevance score is, the less it will cost to be delivered. This is because [their] ad delivery system is designed to show the right content to the right people, and a high relevance score is seen by the system as a positive signal.”

While a high relevance score won’t compensate entirely for a really low bid, it will help lower the cost of your campaigns. And hey, every little bit helps, especially long term.

As time goes on, we’re going to test this out to see how effective these scores are as a metric to help us actually lower our campaign costs. Keep an eye out for those findings.

 

To learn more about how to best connect with the right audience and create successful ads, you can learn more with our FB Ads Formula.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

 

What do you think of the new changes with Facebook’s relevance scores? Will you be taking the relevance scores into account? Leave us a comment and let us know!

The 6 Laws of Remaining Facebook Compliant

How To Keep Your Facebook Ads Account Open and Active

Facebook isn’t shy about shutting down and banning ad accounts, and you can be affected by this even if you weren’t intentionally trying to go against the system. Just as Facebook is aggressively killing fake likes, they have no reservations about shutting down ad accounts that are repeat offenders who don’t stringently follow their rules.

Since Facebook is hardly being stingy with the shutdowns, it’s important to know remain Facebook compliant in the ad system. We’ve tracked down what seems to be the biggest infractions and most common reasons accounts are being shut down.

As long as you follow these 6 laws of remaining Facebook compliant, you can officially worry less about your account being hit with being closed, suspended, or banned.

Uphold Industry Policies and Other Legal Restrictions

Even outside of Facebook’s rules and guidelines, you need to maintain the legal restrictions of your industry, which includes privacy policies and anything else legally required of your business.

While this isn’t a rule that I’ve seen get broken a lot, it’s one that will get your account shut down pretty quickly. Advertising liquor to underage users? Referencing any kind of drugs? You can kiss your account goodbye.

facebook ads guidelines
Facebook has a long list of requirements for certain industries. These are only a few of the industries with extra restrictions.

 

You can also get into a sticky situation in a variety of other industries, especially if you’re involved in an industry like the medical one, which has a lot of red tape around it, and you can’t advertise prescription medications on your ad or landing page.

If there are privacy policies and legal obligations your industry requires, then your ad, offer, and landing page all need to reflect and uphold them.

Nothing Misleading

This includes images, headlines, and text on both your ad and landing page.

This is a big one, and it happens accidentally almost as often as it happens on purpose. It’s easy to try to make something sound as appealing as possible only to accidentally make it sound like something else.

Staying relevant is key here. If you’re advertising weight loss recipes in an all-vegetable diet regimen, maybe don’t have a picture of a chocolate cake with the headline “great recipes for weight loss.” Technically, yes, it’s food, but that’s not what you’re advertising at all.

Under this umbrella is also the topic of spyware or malware. Getting users to your landing page promising them one thing but really using some sort of software to “sneak” into their system or that performs activities without a user’s consent is a massive violation.

This is a serious problem, but all of our readers have good intentions and actually seek to remain Facebook compliant, so we’re putting it as a reminder instead of a main rule. If you do have any kind of software that automatically downloads without a users’ permission or somehow invades their privacy or their software, get rid of it immediately. Even aside from Facebook’s rules, it’s wrong and unfair to get users to your page for an offer or advertisement but to have an ulterior motive of installing software on their system.

No Manipulating User Behavior

Making grandiose, over zealous promises or motivating users with fear-mongering and panic-inciting revelations are both big no-no’s. This should be a mandatory rule in all advertising: not making giant, over-exaggerated, and overhyped statements and promises that make a user rush into something out of misguided excitement or fear.

This ties closely in with the first rule above about making sure there is nothing misleading on your ad or your landing page.

Make Your Identity Clear 

Once on your landing page, it should be immediately clear to a user who they are doing business with. The name of your business should be present, as well as the necessary contact information and/or a link to your main site or Facebook Page. The contact information, if applicable, can be a link to your main site—that’s acceptable.

facebook ads landing pages
This landing page keeps the name of the company visible, as well as providing links to their website and how to contact the company directly.

 

This protects users and Facebook, and helps keep shadier businesses from advertising on Facebook. If users are going to click on Facebook Ads and end up on a site that they don’t know who’s running it or how to contact them, they’re unlikely to click another Facebook Ad again, which is bad for Facebook’s business.

If your landing page doesn’t have the necessary contact information for users to get ahold of you, your ad (and potentially account) is getting the axe.

Landing Page Must Coincide with Ad 

Issues with landing pages, including issues with breaking this rule and the next, is one of the most common reasons ads get rejected and accounts can get shut down. Since landing pages are one of the biggest causes of ad rejection and everything that can follow, make sure you read Facebook’s entire section of rules about landing pages. It could help save you a world of hurt, or at the very least some time. Facebook checks and monitors landing pages closely.

Your landing page must coincide exactly with your ad. If you make an offer for 50% off your product but your landing page takes you to an opt-in for a free download of a different product, your ad will get shut down.

facebook ads rules
This Facebook Ad….

 

 

facebook ad account shut down
Stays consistent with this landing page that it leads to. It keeps the same offer visible.

 

Keep the offer consistent with what you’re actually wanting to advertise, and you should be good to go.

Landing Page Must Be Clear About Intentions

This is where people are getting the information. The ad is like a little teaser, while the landing page is the IMDB movie page, complete with full plot synopsis and parental advisory guidelines.

The ad’s purpose is to capture the attention of the user, to get them to click, and then to get them to your landing page. The landing page is what closes the deal, at least in most cases, whether it’s a sale, opt-in, or something else you’re looking to get. Details, terms of use/service, and policies should be present somewhere on your page if they’re applicable, and your landing page needs to clearly state its intentions.

facebook compliant
Plated’s Facebook Ad informs users you can get 4 free meals + free shipping “with your first box.”

 

compliant with Facebook ads
On their landing page, they provide more information, like what’s included and that you have to purchase two plates to get 4 free. This is the fine print and they make sure you know this.

 

If your product, for example, has an automatic subscription service or monthly fee in addition to the product that users will be charged, they need to know that.

facbook ads compliant
They make their terms of service and privacy policy visible to click on where users sign up.

 

Whatever strings come attached with a user taking action on your landing page or taking you up on any offer, they need to be brought to the attention of the user on your landing page—not later.

Conclusion         

Have we all seen at least a few examples of businesses breaking these rules and getting away with it? Of course, multiple times. That doesn’t mean that everyone gets away with it; most people aren’t, and most of the advertisers who got away with it before are even starting to get shut down now.

While there a lot more Facebook rules and guidelines that don’t make this list that you should familiarize yourself with, these are the essential laws of staying Facebook compliant that will keep you from getting your account banned in the blink of an eye.

 

Have you experienced any of the persistent account suspensions and shut downs? Leave us a comment and let us know!

Facebook Killing Fake Likes With a Passion

We, like almost every other marketing expert out there, have said for a long time that fake likes on Facebook doesn’t do any good for your campaign, and that it can in fact harm it.

Facebook is taking the issue seriously and has started killing fake likes like it’s their passion. We’ve seen reports of Pages having these fake likes slashed in great numbers, and it’s nice to see that Facebook is taking action on something they believe is hurting their system (which they continually do with updates to their algorithms and rules).

What Defines “Fake Likes”

There are a ton of sites online that offer the opportunity to buy likes essentially in bulk. You pay $50 and you get 5,000 likes, for example. To find these sites, all you have to do is Google them, and a ton will pop up in your search results.

The problem with buying fake likes is that they’re just that—fake. Most of the profiles aren’t even real people; they are computer-generated, and the profiles will never have any purpose or interaction on Facebook except to look pretty and like a whole bunch of Pages.

Even on the 1% change that these likes are actually real people, the like you’ve bought from them is still an empty, fake like. Their accounts were likely hacked in order to get that like. Even if they weren’t these people likely aren’t at all interested in your, your business, or your content, and they’ll never interact or read your content. All they are is a number on your page, but it’s one that ultimately hurts you, but we’ll get to that in a minute.

What Motivated Facebook to Kill Fake Likes

Despite the warnings and cautions of how bad fake likes can actually be for your Page, it seems that a lot of businesses either weren’t listening or weren’t paying attention.

Back in October of last year, Facebook admitted that it had a pretty big fake likes problem. And by pretty big, we mean huge.

Facebook has been working hard to make sure that the only likes on a businesses’ Page—and on a user’s profile—are relevant ones. They want the user to like the Page only if the content actually interests them and is something they want to see frequently (or at least occasionally) in their Newsfeeds.

Facebook also uses user engagement as one of the main factors in determining the quality of a Page. If your user engagement is comparatively low but your likes are crazy high, you’re looking at a reduction in priority for appearing in the Newsfeed. This can keep great Pages from having their content shown, and Facebook doesn’t want that either.

Facebook is killing fake likes by flagging and deleting accounts that have gone on a spree of liking Page after Page without much other interaction and activity on their profiles.

Fake likes can be difficult to detect, as there are “fake like” companies that actually pay real works to create accounts and manually make the likes, which makes it more difficult for Facebook to detect them. Having the system flag accounts with mass amounts of likes over a short period of time is how they’ll catch them.

Why Facebook Killing Fake Likes is Good

Facebook killing the fake likes will be a good thing overall, including for those Pages who have purchased the fake likes.

The biggest problem for fake likes is that it has a horrible effect on your Page, particularly in your reach.

Facebook uses an algorithm called EdgeRank that helps them decide and prioritize what content users most want to see.

Screen Shot 2015-01-08 at 9.19.51 PM

One of the most heavily weighed factors in EdgeRank is user engagement—the amount of user engagement on posts and content. If you have a ton of likes but little to no engagement, you’re ranking is going to drop. What this means is that even the users who do want to see your content are less likely to see it.

Let’s do the math. If you have 10,000 fake likes and 1,000 real ones, and your content is only being shown to 1,000 people, how much do you want to bet only a small portion of your real fans will see your content? Once your EdgeRank ranking drops, this number drops even more.

At the end of the day, having a ton of fake likes can end up dropping your rank, keeping the users who want to see and engage with your content from seeing it. Since one of the biggest advantages to having a Page is to show users free content in the form of posts, having a ton of free likes just to make your Page look popular was never worth the payoff.

It’s all about connecting most with the users that matter– Facebook targeting fake likes will help businesses do that.

The Potential Downside

This is good news overall and once everything settles down it will likely all be for the better (I would be astonished if it wasn’t), but I’ve already seen glimpses of a current problem with execution.

I’ve seen a few businesses and marketers that are claiming that due to their Pages genuine popularity, they garner a large to massive number of likes every week or month, and Facebook has slashed their numbers down to next to nothing compared to what it was.

Part of this may come as collateral damage. While these fake profiles are being fleshed out, they might have a mass spree of liking other Pages to make some of their paid likes to seem realistic. These Pages who never purchased likes—but ended up in the crosshairs—will see the effects of this issue.

If you see that this is happening to your Page and you haven’t purchased fake likes, the only thing to do as of now would be to contact Facebook directly and as why and try to get everything sorted out as soon as possible.

Conclusion

Overall, this is going to level the playing field, and hopefully too many Pages won’t get hit with the collateral damage of having real, actual likes be taken away or reduced mistakenly as a few marketers have claimed to have already experienced.

It will be good in the long run even the for the businesses who stubbornly insist on making their page seem “fuller” and more popular with a lot of likes, not realizing the detrimental effect buying likes actually has on Facebook.

To see more about how to be successful with Facebook Ads, make sure you take a look at our FB Ads Formula to increase ROIs.

FB Ads Formula; Facebook killing fake likes
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

What do you think of this news? Has your Page taken any accidental hits? Leave a comment and let us know!

The Do’s and Don’ts of Facebook Ads

To help make the process easy, we’ve created our Facebook Ads Do’s and Don’ts.

When you’re learning the Facebook Ads system, it’s important to know what you should do and what you shouldn’t do. While the system is extremely complex with a lot of nuances, there is a clear list of do’s and don’ts when it comes to Facebook Ads. This list doesn’t cover everything, but these are do’s and don’ts that you should stick to 99.99% of the time.

Facebook Ads Do’s:

Research your target audience: Perhaps more than any other factor when it comes to Facebook Ads, targeting weighs heavily in success. Even with an otherwise perfect campaign, if you aren’t targeting the right people, you aren’t going to see any results. Before you even get started with the targeting options on Facebook Ads, you need to understand exactly who your audience is and how you want to approach targeting them.

Have an eye-catching image: An attention grabbing, eye-catching image is the key to grabbing your user. Users’ homepages on Facebook are filled to the brim with posts, images, videos, and other distractions from your ad.

Facebook Ads do's and don'ts
An example of an eye-catching image that evokes emotion and sells a product.

It’s your job to make sure your ad can cut through the clutter. Ideally, you want an image that will stand out against everything else, as well as representing your brand and product well. You can see our guide on how to create (or select) an eye-catching image here.

Have a Clear Call to Action: If you saw an ad that said “We teach you how to use Facebook Ads” or an ad that said “Sign up today for our $1 trial on our Facebook Ads Program!” which one would you choose? Likely the one that actually told you to do something and had a clear call to action.

 

facebook ads do's and don'ts
An example of a clear call to action is shown above….       Screen Shot 2014-12-04 at 2.43.59 PM            And an example of a nonexistent call to action is shown here.

Having a clear, concise call to action will help motivate users to take action, and implementing techniques like sales or other incentives can help speed along the process.

Set a Budget: It is entirely too easy to spend entirely too much money on Facebook Ads, especially on a not-so-great campaign. While the system is often an investment and can provide massive ROIs, you should never spend more than you can afford to. For some users, they can spend $1000 in three weeks. For others, they can only spend $10 a day. That’s fine.

Facebook Ads Do's and Don'ts

Make sure you set your budget according to what you can afford, and it’ll keep your progress with Facebook Ads running much smoother.

Monitor Your Campaigns: Monitoring your campaigns is how you’re able to determine whether or not your campaigns were successful overtime, and Facebook Ads Manager (and its conversion tracking tool) offers fantastic insight into ROIs and ad effectiveness.

Proofread: We’ve made the mistake of not proofreading once, and we will never do that again. Yikes. We did get a ton of user engagement, but about 90% of that was users telling us that our ad had an error, a lot of them in not-so-nice phrasing. Yep, talk about a cringe-inducing moment.

Facebook Ad errors
This is an ad that needed some serious proof reading. The copy is one long run on “sentence.” One section, for example, reads “40% off free shipping” without proper punctuation. How exactly can you get 40% of something free?

You run the risk of losing credibility and the sense of professionalism when your ad has misspellings, grammar errors, or, in our case, other miscellaneous errors. Proofreading will ensure you get the best, most effective copy you can to your clients.

Facebook Ads Don’ts:

Overwhelm Your Ad with Text: This is a big no-no. Not only does Facebook have a 20% rule that says text can’t take up more than—you guessed it—20% of your actual ad (not including the copy next to it), but if you have an entire paragraph to explain your offer, that’s too much.

Facebook Ads do's and don'ts
This ad and its text is short, sweet, and to the point.

Viewers won’t put the effort into reading that, and they don’t want to analyze complex concepts that may work in a longer ad. Save the details for the landing page or product page, and keep it clean, easy, and simple on the ad itself. You’ll get a lot more clicks from that.

Put Your Campaigns on Auto-Pilot and Forget Them: Monitoring your campaigns is so important. If one of your campaigns is costing you a lot of money and not providing results, you’ll want to nip that in the bud before it goes on for weeks. Even monitoring your successful campaigns is crucial so you can find out what’s working and ensure that the profitable ads stay that way (if, for example, they start getting shown to the same users who always click but never convert, it may be time to change it up).

Neglect Mobile Users: This goes for both your landing page and, most often, your actual Facebook Ad. More and more users are using mobile devices instead of their desktop. Choosing not to run your ads for mobile users therefore excludes a large portion of your potential audience, so make sure you run at least some of your campaigns with the mobile ad placement enabled. You also need to make sure your landing page, when applicable, is optimized for as many browsers and devices as possible.

Be Deceptive: This might be the biggest don’t on the list. This includes the bait and switch as well as downright lying to your viewers. Once you lose the trust of the users, even if unintentionally, not only will they never purchase from you again, they’ll probably go out of their way to make sure their friends don’t either.

You know that phrase “hell hath no fury like a woman scorned?” I’m pretty sure a more accurate version would be something along the lines of “hell hath no fury like an angry customer.”

Not only will deceptive ads (whether intentionally or on accident) get you angry users on your hands, you could possibly end up banned from Facebook for good. To avoid this, make sure your ad delivers on its promise (if you promise a percentage off, back it up) and that your ad directly relates to what you are actually trying to advertise.

 

To learn more about perfecting your Facebook Ads campaigns, find out more about our FB Ads Formula here.

FB Ads Formula
Our FB Ads Formula has helped businesses and entrepreneurs go so far as to quadruple their ROIs.

What do you think of our Facebook Ads do’s and don’ts list? Is there anything you would add to it? Leave us a comment and let us know!