Facebook Ads: What to know and How to start running them
Facebook Ads can be a game changer for your business, but they can also be incredibly confusing, which is why having a Facebook Ads Strategist like Laura Ball is a necessity when you're ready to run ads. Laura is giving us all her knowledge on where to start and diving into everything from the Facebook Pixel, to the different types of ads, to how to create effective, strategic ads that benefit your business and don't cost a fortune.
HOW DID SHE GET HERE?
With a background in marketing, Laura slowly got back into the workforce after being a stay-at-home mom for a while by taking Marie Forleo’s B-School. After taking that course, she started helping her chiropractor with their marketing, which ultimately led her to working with Facebook ads, and made her decide to open her own business. She fell in love with working with Facebook ads specifically, and knew that it was the perfect niche for her. She typically works with course creators and online entrepreneurs who are launching something educational, which fuels her passion for education. After almost 4 years of business success, she’s still giving 110% to each and every client, and loves her work!
HOW DO YOU IDENTIFY YOUR TARGET AUDIENCE FOR ADS?
It’s going to be different for every business, because you’re going to base it on your ICA (Ideal Client Avatar). You need to get inside the head of your customer. Who are they following? What do they look at? Are they millennials, retirees, locally based, high income? If you’re starting with a cold audience, you can target almost anyone anywhere, but you have to have an idea of who it is you’re looking for. If you already have an email list, client list, etc. then you have a slightly warmer audience to work with, and can target those people or a look-a-like audience that’s similar to them. Then you have to figure out what you want them to do. What are you targeting them for and what is your long-term goal with them?
"Your first step is determining what the goal is. What are you hoping to achieve?"
WHAT IS THE FACEBOOK PIXEL AND WHY IS IT IMPORTANT IN RUNNING ADS?
Installing your pixel is the first thing you should do! It’s a code you can quickly inject into your website, and then you’re able to track your visitors coming from your Facebook ads. This makes it easy to build an audience based on people who have hit your website, or even specific pages like blog posts, shop products, etc. This gives you warm traffic to work with instead of having to start with a cold audience. Having the pixel is like giving people a reminder that they forgot to buy from you, sign up for your list or course, etc. It’s so important to install your pixel as soon as possible!
WHAT ARE THE DIFFERENT TYPES OF ADS AND WHEN SHOULD YOU USE THEM?
You have to develop a strategy based on your overall goal. Again, what do you want them to do? If you’re just trying to warm up an audience, you may run some awareness and engagement ads. All you’re doing is trying to get them onto your site, and then you can retarget them later to actually sell to them, get them to join your webinar, etc. I don’t recommend starting with sales ads to cold audiences, because they don’t mix. They don’t know who you are, so you won’t get a lot of sales. You have to warm up an audience and test your ad sets / audiences before you can start selling.
Once you have a warm audience that knows and trusts you, then you can start playing with ad objectives. You can use website traffic to optimize a specific action. You’re telling Facebook that you want it to find people in your audience who are likely to leave Facebook and go over to my landing page / website. You’re not likely to find the people that will opt-in this way. If you’re looking for people within your audience who are likely to opt-in, you want to use the conversions ad objective. Choosing the right ad objective is just as important as knowing what your goal is.
HOW DO WE KNOW OUR ADS ARE CONVERTING? WHAT ARE WE LOOKING FOR IN THE ANALYTICS?
If you know you chose the correct ad objective, then you know you’re already optimized the ad for your goal, so now the one thing you’re looking for is the actual results. So how many leads are you getting and what is the cost per lead? It’s going to vary depending on what industry you’re in. Whatever your goal is, those are the stats you want to look for, and you obviously want your cost per lead to be as low as possible. Until you start testing and running ads, you won’t know what your cost per lead is.
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