Maybe you can relate. Maybe you’ve tried Facebook advertising and have felt that it just doesn’t work for you or your business and that it’s a waste of money. Believe me, I’ve heard these “scenarios” time and time again.
But if you want the honest truth, here it is: If you are not taking part in Facebook advertising, you are missing the boat and the influencers in your niche will always take the lead when it comes to gaining clients and growing a community that is excited about what they have to offer.
Today, Facebook advertising isn’t a question of whether or not you should do it, but rather a question of when. For any business and ministry, it’s a must.
If Facebook ads have frustrated you or even caused you to believe that they are not worth it if you can’t see any ROI (Return on Investment), then here are some reasons why they might be failing you:
Graphic: A BIG part of Facebook advertising is the visual, the graphic that you choose to use. People are immediately drawn to the graphic and if you don’t have one that stands out and “speaks” to your target audience, you will not get the results that you were hoping for. Additionally, I HIGHLY recommend that you don’t use a lot of text in your graphic. Even with the 20% rule, text can distract people. If you have a great graphic that immediately captures the attention of your target audience, then text on the graphic is not needed or only very little text is needed.
Here is an example of a graphic that we consistently use at iBloom for advertising because after much testing, this is the one picture that resonates with our audience the most:
Copy: Your Facebook ad copy is vitally important too. Far too many times I tend to see copy that would put me to sleep in seconds. I also see copy that is all about the selling of a product or service. If you do these things, your Facebook ads will not yield the results you are looking for. Instead, you need to speak to your target audience through the copy on your ads. What are their aches? What are their needs? What language do they use? Don’t sell via your ads, instead, speak to the aches and needs of your ideal client.
Here’s a website conversion ad that we created when we were promoting a free month of our iBloom Business and Life Planner. You will see that the copy is VERY simple, but yet, it spoke to our target audience because the conversions we received on this ad were incredible!
Targeting: This is the frosting to your ads; you have to know who you are trying to reach. You can create the perfect ad with the best graphic and copy, but if you are not targeting it to the right people, your ad will not perform. As a business and ministry leader, this is where you need to know exactly who it is that you are trying to reach. Who do they follow online? What blogs do they read? Who are the influencers in your industry? What magazines do they read? What stores do they shop at?
My best recommendation is to create saved audiences for your Facebook ads. This not only saves you time, but also gives you the opportunity to break down your target audience into different “audiences.” Here are just a few that we have at iBloom:
No Split Testing: Creating just one ad might get you some results, but not great results. This is where split testing comes into place. To get the most bang for your buck, you will want to create a variety of ads to see which one performs better. You can create three ads with the same copy, but different graphics, or three ads with the same graphics but different copy. Your goal here is to see which ad(s) perform the best and then get rid of the others.
When we created an ad for our iBloom planner freebie, we tested out several graphics, copy, and audiences. This was VITAL to our success with our ad because we needed to see what copy was converting best with which audience:
No Value Offered: This goes back to what I mentioned above, don’t sell via your Facebook ads. Your goal is to provide value, something that your ideal client will want; something that will spark their interest because it benefits them, not you (even though we know that if you create an ad with great copy, a great graphic and target it to the right people, it will benefit you too).
At iBloom, we provided value by giving our target audience free access to a month of the iBloom Planner. Doing this, not only allowed our ideal clients to “test” out the planner, but ultimately, led to sales of our planner; sales that recouped the cost (plus more) of our Facebook advertising.
Facebook ads are an amazing tool that we have at our disposal to help create a bigger and wider awareness of our businesses and ministries. Never before have we had the opportunity to reach thousands and millions of people for such a low price, around the world. If you are in the business of reaching people, then Facebook ads are must; there’s just no way around it.
Discussion Question: I’d love to hear from you! Click HERE and share your biggest question or confusion when it comes to Facebook advertising; I would love to help you!