If you’re going to do digital marketing or social marketing you have to have geeks or you have to get a little geeky. What does that mean? You need to get into the analytics, you need to look at your metrics, you have to start keep a track of these stuff.
You can’t just put on a content calendar that you think is full of content that you like or your marketing department likes or your CEO likes because what really matters is what your customer likes.
That geeky approach, the scientific marketing approach … Facebook is a digital marketing laboratory.
You put this content out. You can get ideas from a bunch of different places, from anyone in your company, anywhere. From customers, anywhere.
Throw all those ideas into your internet digital laboratory aka Facebook see what metrics come back, get a little geeky, look at those numbers and figure out what people like and what they don’t.
If you know anything about me, you know I love advertising.
Why? It’s instant, targeted visibility, probably to your best ideal customer. That’s huge, right?
You don’t want to waste time putting great content out there if you don’t know who’s going to see it, how many people are going to see it, when if ever they’ll see it.
That’s why I think advertising is great.
Why is Facebook advertising so great? So many reasons. One of them is, you can reach anybody, like 70% of people over 13 in the US are on Facebook okay. Millennials? Yeah, they like Snap-chat and all that stuff but they’re also on Facebook. If you look at how many millennials are on Facebook, more millennials than are on in any other platform, okay, so let’s put that idea to rest.
Is Facebook cool? No, it’s not as cool as the newest thing, but they’re on there and you can reach them there. They have to be on there. I message some friends of mine in comedy who are millennials on Facebook all the time and yeah, they’re on there too.
You can reach anybody you want on Facebook.
We’ve reached people for weight-loss products.
We’ve reached CMOs, CTOs.
We’ve reached people that have owned horses, right, for all kinds of different things for clients.
People who own houses that are worth more than $300,000.
There are so many great targeting options with Facebook. It is amazing. That’s why I love Facebook. You can reach whoever you want on there. Anytime.
Do people go on Facebook to buy things? No, but hey, last time you went on vacation, did you go on vacation to buy things? No. You probably went to relax, have a good time. Did you buy anything? Probably, right?
You don’t go on Facebook to do business either but it works for B2B. Why? People go on Facebook to be entertained because they’re bored, to connect with their friends, to find some kind of social connection. If you can do something cool, grab their attention and connect that to your product or your service and solve a problem …
Look I don’t know about you but for me at least, everybody I know, the distinction between work and personal has really blurred a lot. We’re working harder than ever, we have more responsibility at work than ever and we’re thinking about that stuff sometimes when we’re not at work.
You could be at home, watching TV, watching Netflix or whatever it is and you’re also on your smart phone and you happen to be on Facebook and you see something come up on your stream that mentions something that’s a problem you’re having at work and it says it might solve that problem, you’re probably going to click on it and that’s what we’ve seen.
With Facebook ads is when we target people for B2B stuff that they’re going to click on that stuff. You get somebody on the email list and you contact them later, you know next time you contact them, they might be at work. Whatever. You’ve just got to get in there and grab their attention, address a problem they’re having. It works for B2B or B2C, I love it. You can reach anybody.
Facebook ads are the bomb.
I don’t care if anybody says that anymore. Look, I’m 43, I don’t know what’s cool anymore.
I mean it’s obvious why Facebook video rocks, right? I mean you see a ton of it in your news feed. Right? It’s always there.
Facebook live, Facebook edited videos, it’s constantly there and you’re getting pulled in from one video to another through that carousel experience. You may be watching a sequence of videos before you even realize it.
It’s very popular and Facebook is pushing it like crazy, they definitely want to beat YouTube. YouTube just put out there YouTube Live thing, so Facebook and YouTube are fighting for video. There’s a huge war in general about the screen.
I’ll talk at some other time about photos versus videos, because photos still have a big advantage on Facebook just because they’re so quickly consumed. It’s not easy to do Facebook video, or video anywhere well, in a way that people are going to love. It’s a huge opportunity because Facebook really wants everyone to see it, so they are favoring it in the news feed… so you should definitely figure out how to do video.
Facebook is the king of social media. It has the most users and the best advertising platform.
You absolutely have to be marketing on Facebook. Everyone does. Period.
And because of the organic reach problem you have to be advertising on Facebook if you want to market on Facebook.
But Facebook advertising is a blessing, not a curse.
Here’s why I love the Facebook ads platform:
13 types of ads
Reach anybody for any purpose
Works for B2C and B2B
It’s a big, sophisticated, powerful platform you can easily get lost in, even if you’re an expert.
So let me simplify things for you.
The 5 Facebook ads every company should run are:
Ads to your ideal customer
Website conversion ads
Email custom audiences (and retargeting)
Promotion of “emotional selling” posts
Video view ads
The #1 Most Important Ads You Can Run on Facebook: Ads Targeted to Your Ideal Customer
The most important kind of ad you can run on Facebook is an ad that targets your ideal customer.
So how do you find out who that is?
If you have the ability to upload a buyer list of e-mails to Facebook audience insights, then you may be able to find out more about them through that tool. If you find out what’s unique about your buyers compared to a list of leads who don’t buy or to your fans, then you’ll be in great shape.
What you want to know is what are
their interests on
their education level
their income level
…and all those other factors that are in audience insights that you can use to target with Facebook ads.
What’s unique about your buyer that you can target with Facebook ads?
If you can’t use an email list of buyers and Facebook audience insights then you may have to run Facebook ad tests using website conversion ads that are fairly aggressive about sales to a number of different Facebook ad targets and see which one responds the best. And I mean being really specific about what you sell and how much it costs so that only the best people will respond to these ads.
Once you have a really good idea who your best customers are and best responders are on Facebook and you’ve figured out how exactly to target that on Facebook then the most important ads you run are going to be the ones that target your ideal customers… whether those are post promotion ads or video view ads or whatever kind of ads, the ones you target to your customers are going to teach you the most.
Because, whatever you’re doing, who cares what some fan thinks, if they’re not buying? If they’re not in your ideal buyer profile?
The most important ads for you to run are not ads to your fans and not ads to people on your newsletter email list- they’re ads to new people who fit your ideal customer profile.
#2: Website Conversion Ads
So many people run Facebook ads and don’t even know this ad exists, and they don’t know why they’re not getting leads for sales.
It’s because they’re not running this kind of ad.
This means sending people to websites or landing pages for leads or sales. And it requires setting up conversion tracking, or the ads won’t function as conversion ads.
If you’ve never set up Facebook ad conversion tracking, you haven’t done this. And that’s why Facebook isn’t working that great for you.
#3: Ads to Email Custom Audiences
Retargeting is really important.
But it’s not magic. It’s not as big a deal as some people think it is. Why?
Because it takes a while to get enough people into your retargeting audience for there to be enough to matter. Since only a few % click on ads, you have to have thousands of people in the audience before it generates any noticeable traffic back to your site. And overall, it doesn’t bring most people back.
But retargeting is a best practice.
It keeps you top of mind. It creates affordable sales you would have lost otherwise.
When most people think of retargeting, they think of website retargeting. Website retargeting means people have been to your website and they’re getting shown ads based on that or based on a specific URL that they’ve been to.
But there’s another kind of retargeting (that’s not really called retargeting but you can think of it that way) and that is the email custom audience which I think is much more powerful for a lot of people and surprisingly few people use it.
What is it? You can upload any email list to your Facebook ad account’s audiences section. A certain percentage of those people will have the same email list for their Facebook ad account and so those people will match and you’ll be able to show them ads.
So you can upload:
Your buyer email list,
An email list of leads,
An e-mail newsletter subscriber list,
All your LinkedIn connections (download them first)
All of your personal email connections or Gmail contacts
…and then target those people with Facebook ads.
For myself, I have a huge list of everybody that has been to all of my different websites all of my LinkedIn contacts and all of my Google contacts all together.
My custom email audience is over 30,000 people.
Think about your email lists- when you send them emails, only about 20 to 30% of them open the emails, right?
But if 50 to 60% of your email lists match on Facebook, you can get ads in front of all of those people. And those people who aren’t opening your emails right now? You can:
Put your latest video in front of all those people.
Get them to interact with your latest post.
#4: Promoted “Emotional Selling” Posts
I have mixed feelings about post promotion ads. There are so many companies out there that have grown fan bases that are completely useless. They don’t understand that their fans aren’t seeing their posts.
They create posts no one sees and they boost those posts and their fans interact with them but that’s all that happens. Their Facebook page is this almost-dead thing they’re clinging to and trying to get people to interact with so that they can pretend their Facebook fan base isn’t really dead.
The Facebook fan base really isn’t doing anything for these companies’s bottom line. They need to step back and think about the fact that they’re in business to make money. And they probably need to grow their email list.
So that’s why the website conversion that is so much more important than a post promotion ad (boosted post).
But there is a kind of promoted post that’s worth doing.
I’m going to ask you do a specific kind of post promotion ad- I don’t want you to just promote whatever post you’re doing.
Because promoted posts are not going to make a huge difference if the posts themselves aren’t that persuasive to your audience. Most of what I see people post on Facebook is not that persuasive.
Some people do a fairly good job of getting people engaged to because they engage people’s emotions.
But very few people bring to bear the decades and decades of copywriting wisdom that’s out there. Be honest: how many copywriting books have you read? How much copywriting have you studied?
Very few people are bringing what they know about their company’s unique selling proposition into their Facebook posting.
And very few companies have done a deep dive into their ideal customer enough to know how to activate their ideal customer through their Facebook posts.
The most important post promotion ads that you can create are the ones that activate your ideal customer’s emotions…
What fears do they have?
What do they love?
What are their dreams?
These are the things you need to identify that are going to emotionally move them towards a purchase.
You won’t know what these are when you start, but you need to have some ideas what they are. You need to develop some questions about what they are… some theories. And test those theories by creating posts.
If you’ve done that work above to figure out who your ideal customer is and how to target them on Facebook… if that work is strong, then these Facebook post that you’re creating to emotionally move your ideal customer will have an effect on your bottom line.
What we’re talking about is the emotional part of selling. The emotional part of marketing. The irrational part of your customer’s decision-making process.
You need to get inside their head and their heart.
And the way you’re going to know that you’re on track with that is
Engagement rate will go up.
Click-through rate will go up.
Some of these posts will create leads and sales.
#5: Any of the Four Types of Video Ads
Videos are so hot right now we can’t not choose the video view ad. People love to watch videos just like they love to watch TV. Videos are powerful and Facebook can get you a lot of video views.
Now you have to keep in mind that there are four different ways you could run videos through the Facebook ad platform. You could use it as creative in a website click ad, a website conversion ad, a boosted post ad, or the video view ad. And each one of those has a different objective. So you’ve got the video you just need to make sure you understand what goal you’re choosing.
If you want to get video views more than anything else the video of you at is your choice. The video view ad is a powerful way to get more awareness for your brand. And it’s a great way to educate people.
I made it the fifth option in part because not every company is creating video yet. I’m trying to go a little easy on those companies that are stuck.
But also because I have mixed feelings about video view ads- you get a LOT of different metrics on videos back, and it’s tough to decide which metric you should judge their success on. If you’re going to look at how long people viewed them for, since every video has a different length, I don’t think you can look at % viewed- look at the sheer duration in seconds. And think about why you are showing it to people- if it’s not to get a conversion, we can’t judge it by conversions… but are we happy with just getting views? Ultimately I’m not- I think videos a are powerful part of branding, but also should be used in website conversion ads to see if they work as well or better than any images you might be testing.
And if you haven’t started creating video, you need to get to it. The obstacles are probably in your head. Your standards are probably too high. A lot of companies and individuals are creating video and people are enjoying it. Don’t let perfectionism stop you from getting something done.
And that’s it- the five types of Facebook ads every business should run.
I was interviewed on Blab by some folks with a show on Blab… but then Blab went away! A lot of social media folks put a lot of time and emotion and hope into the platform, and ultimately, it didn’t gain traction, and the company that started it gave up and did so in a way that angered their devotees.
That’ll teach you to focus on super new unproven platforms!
Are you running Facebook ads and sending traffic to your website or e-commerce store or squeeze pages but not getting leads or sales or newsletter signups?
If your Facebook ads aren’t getting leads or sales, the real problem may be very, very simple.
It’s tempting to think:
“Facebook ads don’t work!”
“People don’t like what I’m offering!”
“I’m horrible at ads!”
It might be much simpler than that.
If you don’t create website conversion ads, AND set up conversion tracking properly, you may get a ton of traffic and no conversions.
Every Facebook ad has one goal, and only does a good job at that goal. (This GOAL is actually set at the campaign level, by the way)
A boosted post gets likes comments and shares. Sometimes it will get you some expensive link clicks ($1-2 CPC) Maybe one of those people will convert but it will be very expensive.
A website traffic ad simply gets you traffic. There’s no guarantee that these people will convert.
A video view ad gets you video views… same deal as with boosted posts, if you get clicks and conversions, they’ll be expensive. And by the way, you can create website conversion ads with videos in them… so if you want conversions, don’t choose the “get video views” objective.
The first thing you need to do is go to either Ad Manager or Power Editor and create the right ad for the job.
If your goal is leads or sales, you have to choose INCREASE CONVERSIONS ON YOUR WEBSITE.
But that’s not all. If you don’t set up conversion tracking, your ad will still function like a website traffic ad, getting you a bunch of looky-loos who do nothing of value on your website.
So you have to go to the PIXEL section of Ad Manager, put that pixel on every page of your website, and then set up your conversions. There are two types of conversion tracking these days, and we find that Custom Conversions are more reliable. We’ve had a couple of clients where the Standard Events conversions did not track accurately.
Setting up this tracking can be nerdy and frustrating, and you need to check the conversions to make sure they’re active and the pixel dashboard to make sure those conversion URL’s are showing up BEFORE you run your ads, or you will waste a ton of money.
There are many other reasons why Facebook ads don’t work… the wrong placements, the wrong targeting, bad copywriting… but if you don’t START with website conversion ads and conversion tracking, none of the rest of that matters.
Want to hack your customer’s brain, create content that sells, and get affordable, high-quality leads from Facebook?
Want to harness the power of Facebook ads and content marketing to boost not just leads but also your LEAD QUALITY and SALES?
I’ll be teaching a special in-depth 3.5 hour WORKSHOP on September 6th at Content Marketing World in Cleveland, Ohio about combining Facebook ads and customer analysis with lead generation and content marketing that sells. Topics include:
You can create content that not only grabs attention but also attracts leads and sales. Based on dozens of case studies with results like $7.00 B2B leads and $0.10 B2C leads, I will teach you:
Highly-effective Facebook advertising targeting, images and copywriting for Content Marketing.
The “7 Types of Social Content That Convert”, so you can get into the customer’s consideration set, build brand authority and customer trust, make you their #1 choice, and activate buyer emotions to trigger them to buy from you.
How to get $10,000 of market research for free and uncover the difference between your best buyers, your competition’s customers and the average Joe Schmo so you can laser target your best customers and get them to buy.
“The 4 Basic Marketing Strategies” in The Persuasion Grid™ to ensure you’re selling at full power. Many companies are losing customers and revenue because they’re ignoring one or more of these basic marketing strategies.
Killer scientific tips on lead magnets and squeeze pages so you can lower your lead cost and improve lead quality.
BONUSES just for attending…
I’ll share with workshop attendees only my exclusive, proprietary, highly-protected Conversion Questionnaire. This questionnaire was developed over 15 years to identify the most important elements that go into “Content That Sells” and high-performance Facebook ads. Answer its questions and you’ll be 80% of the way to success with Facebook advertising lead gen.
Also, just for attending, I’ll also share with you several other valuable content and ad creation tools not available to the general public, including my SuperProfitable Ad Messages Template, SuperViral Facebook Post Blueprint, ViralProfits Meme Creator and World’s Best Facebook Ad Blueprint.
I’ll also give you access to a private, workshop-attendee-only Facebook Leads & Sales Community Group so you can get answers to any questions that arise as you execute day-to-day.
Wowza, we’ve hit new performance levels for Facebook ads for video for one of our clients: $0.004 per video view… that’s 1,000 video views for $4.37… because my wife and co-Facebook advertising expert Lynda Harvey-Carter is a hard workin’ Facebook ad genius…
And yes, this is to U.S. audiences…
How did we do it?
First, we spent time testing the targeting audiences and the creative with page posts and lead gen ads.
So we’ve been learning
Which targets work best and which don’t, and
What kinds of creative (images, headlines, copy) they respond to and which they don’t.
You have to always be:
Understanding your customer better and better and then
Creating ads that stimulate their emotions more and more
That means creating 5-10 ads at a time. If you only create one or two ads, you’re doomed. Even if you’re testing just one video, you can:
Show it to different targets
Write different phrases above that video to pre-frame how they think about that video
Don’t make just one video- make 3 videos or 5 videos. You don’t know which video is going to be a hit. No matter how smart or experienced they are, even expert marketers often guess wrong.
Let the customers tell you what’s amazing. How? By putting a lot more creative in front of them. You’re not the customer, even if you are, because you’re too close to it. You know too much.
Keep in mind that a “video view” on Facebook is really just 3 seconds.
In this case, we achieved 30-second views for 2.7 cents each, which is super affordable.
But the point is, you’ve got to hook them at the beginning (give them a reason to watch to the end) and don’t make your videos too long.
The next level with video advertising is learning how to get people to stay with the video…
…most people don’t think about videos this way yet, because they assume that everyone will watch the whole video. But analytics tell us that’s just not so.
Go to the analytics for any of your YouTube videos, and look at the retention graphs.
You’ll see something like this:
You lose a ton of people right away, and you lose more continually. Only the hardcore viewers stick… unless you get clever with your structure.
(0:01 – 0:03) GRAB ATTENTION: How do you get them to watch (and turn on sound)?
(0:04 – 0:10) HOOK/PROMISE/MYSTERY: How do you get them to stay til the end? This doesn’t have to be a promise you’ll give them something, but could be that you’ll tell them something, show them something, or even more subtly, you’ll answer a question that has developed in their head, which you may have asked outright, or you may have caused them to ask in their head- a mystery! Another example of this kind of thing you’ve probably seen is those list posts 10 Whatevers and #3 Changed My Life!
(0:30 – 1:00) The longer your video is, the more you have to think about KEEPING ATTENTION or GRABBING ATTENTION ANEW and
(1:00 – 1:10) REHOOK/RESTATE PROMISE that’s coming before the end of the video or even
(1:11 – 1:30) ADD ANOTHER PROMISE OR MYSTERY for later in the video
Do video ads get clicks and leads and sales? They can, but keep in mind that…
Every Facebook ad has one goal.
If you want clickthroughs, use a website click ad.
If you want conversions, use a conversion ad.
If you’re not using Ad Manager or Power Editor, you won’t know what I’m talking about. You can’t do this with “boost posts.” If you’re still boosting posts, you’re in Facebook Ad Kindergarten. Time to grow up and use the big kid tools 🙂
That means a robust FB ad account needs multiple campaigns with multiple ad goals. You want to hit your customers with multiple types of ads that each have a different goals. Start there.
That said, if you run enough variations, you will find some post promo ads or video ads that lead to clickthroughs and conversions, but conversions from video ads will usually be more expensive than those from website conversion ads. Often the CPC from post promo ads or video ads is $1-2 or more… and that’s high for Facebook ads. But if you’re using conversion ads, we’ve seen $0.11 leads, $0.54 leads, $2.00 leads… so expect video ads to get you video exposure, nothing more. Anything else is a bonus.
In some cases, a video helps you more on the landing page than in the ad, if you’re thinking about cost per sale. Even then, sometimes images do better than videos. Are you split-testing your landing pages? Don’t assume anything. “Videos will convert better,” is an assumption.