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:
- Biggest reach
- Most affordable
- 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 personas
- 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.
- Influence them.
#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.
How many of them are you running?
Brian Carter is a popular business expert and keynote speaker with Fortune 500 clients like NBC, Microsoft and Humana as well as small businesses. He delivers motivational keynotes with practical takeaways with the comedic flair of his stand up comedy background. His agency, The Brian Carter Group, creates marketing that excites customers and increases brand visibility, sales and loyalty. Brian is a bestselling author you’ve probably seen on Bloomberg TV or in Inc, Entrepreneur, The Wall Street Journal or The New York Times. He has over 250,000 online fans and reaches over 3 million people per year.