"What's the ROAS??"
"What's the cost per sale??"
"What's our cost per lead??"
If you're already running FB ads for your brand, chances are is that you are only, or mostly, running sales/lead campaigns.
I've even said before, for brands starting out to only focus on those.
(only because I don't want new brands wasting their money on traffic campaigns)
But there are a variety of other uses when it comes to improving your business with FB ads, other than more sales.
The key is that you do it, correctly.
In this newsletter, I'll break down what other elements of FB ads you can leverage, lay out the tactics,
But most importantly, get you actionable steps, so you can begin implementing these tactics,
Today.
What else is there?
Sales & leads campaigns are still essential.
For almost all of our clients, those campaigns will take up about 80-90% of their budget.
But only leveraging FB ads for those objectives, is a thing of the past.
It's no secret that in business, while sales & leads matter, they are not the only metric that matters,
So why should your ads be any different?
Virtually any other key metric you can think of:
- Audience/community building
- Gathering customer data
- Building brand awareness & authority
All can improve leveraging the power of FB ads.
Brand awareness + authority
A key mistake that people make when running Facebook ads is only running sales campaigns to cold audiences.
How often do you see a random FB ad for the first time, and immediately buy?
Never.
It's proven that on average you need 7 touch points, minimum, with a cold audience before you can expect them to buy.
This is where campaigns building awareness can become useful.
But don't just launch a random image under an awareness campaign and hope people remember your brand enough to one day buy.
Here's what to do to get the most out of a cold audience and leave an impression that actually sticks.
Creative:
- Use a video ad, 9:16 will perform best
- Make a video talking about a topic related to your product/service, answering a common/frustrating question
- Make your answer valuable & worth watching
- Include a CTA at the end (sign up for newsletter, send a DM, etc.) in exchange for a valuable incentive
This format will make your creative more engaging & memorable because of the time spent watching the video,
Plus the actions they take in the CTA will reward them, & cause them to remember your brand with good will.
This should be ran on a cold audience, as you want to build your brand with a new group of people.
If you want to build authority, follow the same framework,
But for the incentive, offer a case study, or other resource that establishes credibility.
Quality traffic
I did mention I don't want brands wasting money on traffic campaigns.
But that's because most people only select traffic as the objective,
Maybe some targeting, a generic creative.
They get really cheap CPC, think their ad is performing well, but this isn't true.
Why?
Traffic quality.
The reason your CPC is so low, is because that is all that Facebook is optimizing for.
And they will make it as cheap as possible by any means.
Even if it means targeting people who don't fit in your niche.
(or just target an old lady who often accidentally clicks on ads)
This is why you must drive quality traffic to your site.
Here's how:
Method 1: (works best with landing page)
Set up a custom conversion to track people who visit your lander,
And scrolls 50% of the page, or more.
This is a good indicator that the person clicking on your link is actually interested in your offer.
Method 2: (works well on landers with videos, or hero pages)
Set up a custom conversion to track how long someone spends on a site.
This likely shows that they are either watching the video on your lander, or browsing your site.
Customer research
I tell all my clients,
"A successful FB ad campaign is 80% creative & a successful creative is 80% customer research"
It would be silly not to leverage FB ads to get more data,
Thereby improving the quality of your creative, and your ad.
The best way to go about getting data with FB ads is to run lead form ads customized for your survey,
Or survey forms on your own site.
You want to provide a clear incentive, that makes taking the survey a no-brainer, but it doesn't need to be crazy.
An in-store coupon or free gift from your store would work.
A gift card is the best option, because you could set it anywhere from $5-$20,
And you likely will also generate additional revenue, if they end up spending more than the amount on the card!
The data from these surveys won't only help improve your creatives,
You can also use this to improve the quality of your products or services.
A higher quality product, will get way more repeat purchases than any retargeting campaign can provide!
Just start!
It's time to implement.
You know there are parts of business other than sales & leads which are important.
So stop running your ads like they're the only two things that matters.
The steps are laid out for you,
All you have to do is apply them.
And even if you are struggling,
Simply reply to this email with any questions you might have.
I wrote this so you can start TODAY.
So if you can't start because of any question,
I will answer it.
Until then...
Keep growing, keep scaling!
Levi Das
P.S. Want more info on business & advertising? Find my content:
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