You’re ready to start constructing a Facebook Ad campaign yet don’t have a clue what to do?
We’ve been there.
There are now 3 million advertisers currently active on Facebook today, the majority are entrepreneurs all looking to build their businesses just like you. It’s not that difficult then, right?
It can be unless you have the right steps to build up on your foundation. We’ll be sharing with you the full method to do this; the Building Block Process. It is made up of 7 key steps that go into all great Facebook ad campaigns we’ve produced and helped our clients produce.
It’s as simple as following along and placing down each Building Block in turn, and gaining the BEST results you want from what you’ve put together.
Wire Up An Effective System For Facebook Ads
You have ALOT of choices when it comes to what type of advertising you can put together.
Almost too many!
Here is what the basic screen looks like;
If you continue to work on your ad with Power Editor (the more advanced Facebook ad interface) then you’ll be dealing with 15 now!
Once you know what the focus is you’ll be using for your adverts and your goals, you’ll need to put together a landing page; somewhere to send them when they click through on your ad – perhaps even a ‘thank you for coming’ page if your seeking to follow how many conversions your getting (something we’d advise heavily you do, and will talk about in-depth shortly).
Things really start getting crazy when it comes to audience building..!
And how you want to budget your adverts..!
Now you can actually get to building your advert!
You can make mistakes doing this. Many, MANY Mistakes.
When we first started fully engaging with the idea of Facebook advertising a few years ago, we recognised the potential benefits to our business and pursued it headfirst. The mistakes and wasted cash within the first two-three months were big; we took for granted the prior planning of ads as something that could be left to last minute as you were putting it together.
We focused the wrong ads on the wrong target audiences, and focused on the wrong objectives for what we were trying to achieve. It’s effectively buying a house for tens of thousands of pounds and not checking the neighbourhood to see if you’d actually like to live there. You can certainly luck out; but if you’ve got it wrong it’s going to be a nightmare!
This is where the Building Block Process fits in; a way to put together the most sturdy and well-built Facebook Ads.
Once we began putting this Process into practice on all the ads we wrote moving forward something great happened. We stopped making mistakes, wasting our investment and – best of all we cut down on the time it took us to build effective ads to get the fantastic results we were seeking.
Now we’re giving to you the means to start putting into place your own Building Block Process.
The 7 Building Blocks Inside Every Well-Built Facebook Ad
Let’s lay out all the materials and tools we’re going to be using and understand them in-depth.
What we’ll be using:
~ Location? – Where on Facebook will you create, launch, watch and maintain your advertisement?
~ Audience? – What is the level of interest in your Viewer and who does that group contain?
~ Budget? – How much will you spend on the adverts and how will your organise the costs?
~ Landing Pages – Where will you take your potential customers and how will you know if they bought?
~ Appearance? – What Graphics or Images do you want to use?
~ Content? – What text will you put into the ad?
~ Results – How and When will you review results and how will you adapt your advertising to improve how well it works?
[NOTE] Are you starting a Facebook Advertising campaign? Need some inspiration? Click on the image below to grab your swipe file!
Building Block #1 ~ Location:
There are three spots of prime real estate for exactly where you’ll be running your ads on Facebook;
~ Right on a Facebook Fan Page:
You can build 4 kinds of ads from your Facebook Fan Page, which include: Promote Your Call to Action (the ‘Sign Up/Subscribe/Register’ button on your cover photo), Promote Your Website, Promote Your Page, and Invite Your Friends. It’s super-easy for running a ‘Likes’ campaign or for Boosting posts to increase reach. You can run ads such as these from your Ads Manager and Power Editor (as below).
You’re also able to ”Boost” posts straight from your page..
~ Power Editor:
A difficult tool to master, but Power Editor can help you construct powerful ads on Facebook. You should be using it if you;
* Show ads for posts that you have set to ‘Unpublished’ – mean they are not on your pages timeline – these are otherwise known as ‘Dark Posts’.
* Need more character allowance for your ads; Power Editor has no restriction on the number you can use for ads built in the Power Editor.
* You want bulk edit and upload ads.
* You want to utilise extremely focused online AND offline targeting.
~ Ads Manager
Most of the current ads on Facebook have been created through the Ads Manager. It has ease of use and functionality of on-page promotions with the ‘Oomph’ of the Power Editor; whilst being easy to use. This is a recommended start for newcomers and moderately familiar users who build and monitor their advertisements through the Ad Manager.
Building Block #2 ~ Audience
All 7 blocks are necessary for an effective campaign, but ensuring your audience is correct is the MOST pivotal of keystones to the process.
No-matter how good the content or appearance is, nor how impressive the offer – Your Ad will Massively Fall Short – unless it is directed at the correct target audience.
Before we start in on building audiences for our ads, it is important to understand that there are different types of audience. There are 3;
* Cold Audiences: These people don’t know you yet, anything about your products or service and don’t really care about you. Keeping it straight forward, let’s say a “cold audience” is everything that is not a “warm audience” or “hot audience”.
* Warm Audiences: A warm audience is those who know of you and what you do. They are your fans on Facebook, your followers on Twitter, people who have followed a Lead Magnet/Free Offer, read your blog etc
* Hot Audiences: This audience is made up your current email list and your buyers. They know who you are and what you do very well, and value what you provide.
Knowing your audience impacts not only WHERE your Facebook advertisements appear, but affects what your ad copy consists of and what your graphics look like. If your friends are the ones viewing your ad then you wouldn’t treat them same as strangers; thus you wouldn’t need to reintroduce yourself to people you already know.
Now we understand the different types of audience, how do we advertise to them?
Advertising to Cold Audiences: You can use Facebook Insights which is a FREE tool that helps to put together the Facebook advertisements being sent to Cold Audiences. This life-saver is listed under the ‘Tools’ tab in Ads Manager.
Audience Insights = Facebook Data: These can provide the best research available into what is working ads-wise. Once you learn to utilise Facebook Data you can put together more effective Cold Audience Facebook ads.
Advertising to Warm Audiences: Facebook ensures its easy to target the fans of your Facebook page, who are part of your warm audience.
Select ‘People who like your Page’ then enter your own page name in the ‘Connections’ box under the ‘Audience’ section of Ads Manager.
You’ve got yourself in front of your desired audience; that’s great. But what I’m going to show you next is better. This strategy is by far the most effective one when it comes to this.
Utilising the audience that has read one your blogs posts; put an offer that is related to that blog post in front of that audience as an Facebook ad. Your conversion rate for this should be quite potent – possibly 30% higher than only running the offer to those who haven’t read any of your blog posts.
If you’re seeking to get much more traffic, run Facebook Ads to the content page to raise the number of people that will see it before you give them the offer.
This process of gathering warm Facebook ads audience from those who visited a specific web page is realized with the help of something called a Facebook Pixel. Placing an ad related to that content back in front of that same audience later on is called retargeting.
Advertising To Hot Audiences.
If your consistent and offer a great deal of value to your email list subscribers and they are loyal to you – you can consider these your ‘Hot’ prospects. If not, then buyers you find on this list could be considered ‘Hot’.
CRM software allows you to download your email subscriber list into an Excel document. You can then upload the document, find matches between email addresses on the list and member accounts to gather an audience. A fair average is that Facebook will find at least half of the people included on your list.
This is a custom audience and it’s easy to put together:
Just imagine that, your offers being in-front of the best potentials this way; potentials that already know you, what you do and that have bought from you before. This is awesome.
Building Block #3 ~ Budget:
Many people have the belief that they just DO NOT have the budget for Facebook advertising, and many also believe you need a sizeable investment to get anything out of it.
Completely untrue; you can get great results from as little an investment as £5/£10 per-day.
The majority of people who echo this belief are usually completely oblivious to the potential revenue they could be passing up from a new lead, prospect or low-cost customer can be for their business.
So the best answer for ‘How Much Should I Spend on Facebook Advertising?’ is merely ‘What Kind of Return are you Expecting?’. The goal for your advertising should be to make back every £1 you spend in Advertising. If you are able to see to that then you’re getting a great amount of return on your initial investment; regardless on whether your advertising using Facebook Ads or not.
Makes sense, right?
* Step No.1 ~ How Much Will You Spend Each Day?
You have to choose between following either a ‘Daily Budget’ or a ‘Lifetime Budget’. We prefer a Daily Budget because of two reasons;
We check-on all of our ads every-single day; especially checking the ads performance over 24-hours. Secondly, if the ad is doing well we can run it indefinitely, so there is no need to project for ‘Lifetime Budget’.
The maximum budget we follow daily for advertising is between £££/day and £££/day depending on a myriad of influencing factors. How many ads are running in parallel to this one? How well are they doing? Along with overall budget for your marketing and many more influences besides.
* Step No.2 ~ Launch your ad with a 25% of the Daily Budget
Just 25%, you say? Yes. This is why. Facebook needs time to accurately aim-in on the audience and objective you have already stated.
The first day of an ads life is a mad whirlwind. The Key Metrics of measurement such as the Click-Thru Rate and Cost-per-Conversion can fluctuate massively between 50% 75% regularly in this period. It’s best not to take any measurement metric seriously in the first two days from when you launch.
* Step No.3 ~ Increasing the Ad Spend to 50% of your Daily Max on Day 03
Things will have settled down with the metrics by now, and will have settled into more accurate data. At this point you we should start optimising the ad and checking out your graphics.
It’s one of the most important elements that influences the overall performance of the advert. There’s an average of 55% difference in performance between the best and worst performing graphics when you take everything together.
That is the reason we run all our ads with a the maximum of 6 graphics that Facebook allows for split-testing purposes in the Ads Manager. The ads with the best performing graphics and halt the ones that aren’t working well. We also look at the Relevancy Scores, Click-Thru Rates, Conversion Costs, and Placement Performance.
Lastly, we double the daily spend and lean toward supporting the better performing ads. After that we do NOTHING for 48 hours!
* Step No.4 ~ Increase your spending to 100% of your maximum for Day 05
Like before, we do this after 48-hours wait to see what comes of the re-optimising that Facebook makes for our objective and selected audiences.
On the fifth day we can make some checks that help us decide which ads out of our current batch are working best.
We Split-test Different Headlines for Ads. After your Graphics, its the Headline that is most important to the performance of the entire ad.
There’s up to 23% performance gap between the best and worst performing headlines when you use a split-test between 6-different variations.
*Step No.5 – Make the Decision on Day 07
By Day 7 you’ll have the best performing graphics and headlines put together and set aside. All the metrics will have been checked and Facebook will be fully optimised to your needs and ready to go.
You’ve also reached your max daily budget.
So, ideally, you can allow the ad to run on its own and periodically check its performance each day to make sure its still doing well.
You can increase the longevity of your ads by retargeting new audiences for Facebook to serve the ad to once you’ve run through your initial audience.
Here you can start your Return-Of-Investment (R-O-I) Calculations.
Sometimes you can be lucky and have an ad that promptly makes 100% R-O-I immediately. When that bolt comes out of the blue you can throw your full budget behind it for as long as that is the case.
In this instance, you’ll be getting more than £1 back for every £1 you’ve spent so you can feel free to spend on the advertising further.
[NOTE] Are you starting a Facebook Advertising campaign? Need some inspiration? Click on the image below to grab your swipe file!
Building Block #4 ~ Links:
They seem very straightforward but take up a large stamp of your time to set up.
The two specific links are the initial Landing Page and the Conversions Page.
An effective Landing page can Convert 60% – 70% or more whilst ineffective ones can Convert 0%-20% or so.
if you want to get the an effective one, we have an example of a Landing Page below that has been drawing in 71% currently for several months now;They will then be taken through to a ”Thank You Page”
It’s clear you need to have a Landing Page because that is the first port-of-call for any traffic we have clicking through our ad.
In addition the ‘Thank You’ page helps us track the conversions we get utilising the Facebook Pixel we mentioned earlier.
One last thing;
Your Facebook ad should have one objective alone; to have people click through! Any sales you can get should be made on your actual Landing Page.
Building Block #5 ~ Graphics
The following graphics all share something in common;
They are all advertising the same offer.
The one in the top right did 46% better than the one in top left to the same audience, Facebook fans. The only differences were their design.
There Six Graphics for every ad. It takes longer but the increased results speak-for-themselves.
A short checklist on things that every graphic should have;
* Be Lively and Engaging to the Eye in colours.
* Clean Design Elements.
* References to the desired.
* Includes a Picture of the Managing Director (for Warm and Hot Audiences)
* No more than 20% text.
* Does not infringe on Facebooks Terms of Service.
Of course, we also need to make the graphics the right fit and suit the objective we are pursuing straight Facebook. Here are the recommended sizes:
Building Block #6 ~ Copy:
For single image ads you only have 30 characters for your headline, 90 characters for the text and 200 characters for the News Feed description. That’s not a lot of characters, so you will have to be very concise.
We have a workable formula for writing a copy;
Headline: One Action & One Subject.
Text: One Trigger or Pain Point, One Solution and One Call to Action.
News Feed Description: One Additional Call-to-Action, a more detailed description of ‘Trigger & Pain Point’, and a detailed description of your solution.
Testing conducted has proven that Facebook Ads with CTAs – or Calls To Action – did far better than those lacking them.
Building Block #7 ~ Results:
Our third step was based around the tweaking of our ads as well as key metrics work.
But what I want to conclude with is much, much, much more important; and it’s our outlook when it comes to Facebook advertising.
This costs money.
Only implement Facebook Ads if your pay-off is going to greater than the cost.
Although we appreciate the innate pay-offs of it such as ‘increased exposure’ from running these ads; but our focus is on actual money spent and actual money earned.
In the last year we have got 8,363 new subscribers to our list from Facebook Advertising
When all is said-and-done, Facebook ads have been a massive boon to our company business; and many say they just don’t work for them!
They take some learning, but the gains are there; and we hope that this post will teach you some things and get you there faster.
In summation; Facebook Ads is one of the single-most potent things any business owner can use to get things moving.