Many entrepreneurs, new or existing, can stumble over the process of using Facebook ads. Facebook ads seem like simple tools to stretch your business and reach a vast amount of potential customers. To which they are. Facebook does a pretty good job of making the process easy for just about anyone. In essence, you select an audience, design an ad, set a budget, and you’re off and running. They have fairly decent analytics for checking your ad’s performance and lots of available documentation to help you learn how to create better campaigns.
However, it’s not all as simple as it sounds.
First of all, they cost:
Now you will be mistaken if you think you can run a business on free resources. If you’ve been successful in getting your business off the ground without using ads, you’ll eventually hit a ceiling. If you want to get your product to more customers, at some point you’ll need to pay for it.
Requires Marketing Expertise:
If you don’t know a lot about online advertising, your ads might not be persuasive to users. Like any advertising, you need to know about how to create an effective ad. You can follow all the tips and still create an advert that doesn’t convert viewers to leads because your ad isn’t visually appealing or has taken full consideration into the copy of the ad persuasively written.
You Need A Strategy:
Another potential flaw to Facebook advertising is that you can’t just create an advert and never look at it again, (this was the case years ago with TV and print) but no more… but this is true of all online advertising. I’ve seen several entrepreneurs throw money into Facebook ads only to find that they’re not getting the results they intended.
Common reasons why Facebook ads under perform:
The adverts were primarily not set up with the marketing objectives at the forefront of the campaign.
The settings used to create the adverts were not optimised to the marketing objective
The ad image is not visually-appealing
The ad copy is not persuasively written
There’s no follow through on engagements like clicks and likes.
Knowing when to start using Facebook ads is another critical task that can determine the success.
If your drop shipping items, you don’t know if your products are good as you don’t get to see them. You’ll need proof via organic sales to gain the confidence in the need and want of your products in order to sell in mass through the Facebook ads.
If you don’t have high ticket products (products with high-profit margins) then Facebook ads will not enable profitable trade. If you buy products at $10 and sell them for $25 the $15 in-between has to cover every cost, tax, ads, earning and profit on top in order to make any money from it.
To figure out when to run your ads, you need to have a very deep and clear understanding of your business, your industry, and most importantly your customer.
Before you even start, think about the first stages, for example when it comes to targeting and reaching your potential audience with a relevant message, you need to take into consideration:
- What platforms your audiences use?
- What types of language they use and how do they communicate?
- What types of content do they engage with most often?
Monitor performance and adjust in real-time:
Monitoring your Facebook Ads campaigns in real-time enables you to know whether or not your ads are working for people and enables you to make adjustments. For example:
If your clicks are lower than you anticipated, I would take a serious look at your call to action.
If your engagement isn’t at your ideal number, you can experiment and create a new ad set with updated creative.
If your reach is showing it is too low, try updating your audience targeting parameters.
Track the right metrics for your business:
When designing, making copy or even thinking about launching any Facebook Ads campaign, I would firstly recommend thinking “how will I measure the performance of this ad set”.
For example, how many email subscribers or how many leads have been driven.