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Top 5 Facebook Ad Mistakes to Avoid

I’ve been running ads for clients for four years and these are the most common mistakes I see over and over again. Before you get started creating your ad campaigns, I wanted to make sure you know about them so you can avoid them! 

But first, what makes a high converting ad campaign? It’s definitely not just one thing. I wanted you to be aware that all of the following elements work together. If you have problems getting your ads to work, it could be one or more of these elements. 

  1. Your offer
  2. Targeting
  3. Copy
  4. Creatives
  5. How you set up your ad
  6. Landing page

Okay, let’s get into the top mistakes. Ready? Here they are…

#1 Targeting incorrectly

There are basically two ways to target – warm and cold audiences. Ultimately, you’ll have ads set up for both types of audiences. 

But if you are BRAND new to ads, you’ll start with targeting Pages that your ideal client would follow. For example, if you are looking for women over forty who want to lose weight then you might test targeting Jillian Michaels (personal trainer).

The other targeting option is warm audiences and these are set up under Custom Audiences in the Ads Manager. You will create a Custom Audience for every asset you have – email list, website traffic, page and video engagement, Instagram engagement etc. 

#2 Setting up the wrong campaign type

There are many objectives to choose from when you are setting up your campaign. You need to pick the right objective for your goal. What is your goal? To build your list? Choose Conversions -> Leads. To get engagement? Choose Post Engagement 

This seems so simple, yet this is one mistake I’ve seen made over and over again. You will not get the results you’re looking for if you don’t choose the right objective. Facebook created these different objectives to optimize for that result. For example, if you want to build your email list and you set up a Post Engagement ad then Facebook will optimize your ad for engagement and not leads. Sure you might get some sign-ups, but definitely not as many as the conversion campaign.

#3 Starting, stopping, changing things

I see too many people touch their ads too soon. They might increase or decrease their budget, turn it off or change the copy or something like that. 

First, do not make any major changes to the copy or images without duplicating the ad. When you do this you are essentially erasing the data and will not be able to see what changes worked or didn’t work.

Facebook needs time to run it through their system. They actually want to see 50 conversions in one week per ad set to fully optimize. A lot of time what happens is your costs will start off high and then decrease over the first 72 hours. 

#4 Not testing

Testing is key to successful ad campaigns. Most people set up one Ad Set and one Ad. It’s important to test. At the very least step up two Ad Sets (two different audiences) and one Ad. 

What do you test? Your offer, your audience, your ad images, your copy, your landing page. Not all at once, but one at a time test, test, test!

How do you know if your ad is performing? What do you even look for? Watch for an email about that soon!

#5 Not having a strategy

Don’t run ads just to run ads. Understand what the goal is and how you will turn prospects into customers/clients.  Know how you will make your money back. Work your ads until you get a return.

This includes having a retargeting strategy. Had a webinar where at the end you asked people to book a call with you? Set up a retargeting ad to webinar registrations to book a call with you. Selling a course? Set up a retargeting ad to go out to people who hit the sales page, but didn’t buy.

#6 Bonus: Don’t give up too soon

Too many people give up too soon. Facebook ads are a great way to get in front of the right people and can help you go grow your business much faster than any other method out there. Get help if you need it – but don’t give up too soon.

Launching soon with ads? Grab the Facebook Ads Launch Toolkit today!

Categories
Get Clients Lead Generation

7 Ways I Got Clients Over The Past 12 Months

12573110_1052642318134097_4554674720244421140_nI’m always looking back to see what worked and what didn’t. If you are looking for clients then today I’m sharing with you 7 ways I got clients over the last 12 months. Woop woop!

Let’s dive straight into the goods…

#1: I asked for feedback in a survey with a bonus free call if they filled out the form. On the call, if it was right, I asked them to work with me.

#2: I sent out *personal* emails to my subscribers asking them how things were going and that I would love to speak with them if they are having problems with (I list a specific problem).

#3: I found clients by making offers inside my own Facebook group. 

#4: Clients came from mini courses/courses/programs (they purchased my course and then worked one on-one with me).

#5. Taking conversations out of a Facebook group into Messenger (that was the easiest sale ever, with my client paying right on the spot).

#6: Referrals – other lady bosses looking out! One thing that has helped me get new clients consistently is partnering with lady bosses who have my ideal clients in their audiences. I will teach a Facebook ads class for them or offer a free call with me as a part of their program bonuses.  This is an amazing way to get new ideal clients. How can you use this in your business.

#7: Using a strong call to action at the end of any live or pre-recorded videos.

BONUS: I use Facebook ads to build my list with highly targeted peeps. This works very well! Do you need a Facebook ad funnel in your business so you can bring in more clients? I can help. Book a call today!

How about you? What have you done to get clients online? Which one(s) resonate with you?

Supporting you,

Lisa

Categories
Advertising Facebook Ad Hacks

44+ Facebook Ad Targeting Options

Targeting correctly can be a huge pain in the butt! But thank goodness Facebook has some great targeting options.

If you don’t know where to start when it comes to targeting and you have even a small audience, start with Custom Audiences and Lookalike Audiences.

First set up your Custom Audiences. Go to the Ads Manager -> Audiences -> Create a Custom Audience

Build your Custom Audiences (each one below is a different audience):

  • Customer List – Buyers
  • Customer List – Prospects
  • Email List with LTV (if you have that info)
  • All Website Visitors
  • People Who Visited Specific Webpage (this could be many, many, many different audiences) you also have the choice to further define by including and excluding
  • Visitors by Time Spent (percentile 25%, 10%, 5%) – got a really great blog post that people
    spend a lot of time reading? You can target this specific post by time spent.
      

            

  • Event: PageViews
  • Event: Leads
  • Event: CompleteRegistration
  • Event: Purchases
  • Engagement Video 25%, 50%, 75%, 95% (could be sooo many depending on how many videos you have)
  • Everyone who engaged with your Page
  • Anyone who visited your Page
  • People who engaged with any post or ad
  • People who clicked on any call-to-action button
  • People who sent a message to your Page
  • People who saved your Page or any post
  • Instagram – everyone who engaged with your business
  • Instagram – anyone who visited your business profile
  • Instagram – people who engaged with any post or ad
  • Instagram – people who sent a message to your business profile
  • Instagram – people who saved any post or ad

Next, turn ALL of your Custom Audiences into Lookalike Audiences when they are over 1K.

Go to Create Audience -> Lookalike Audience

Facebook will go out and find more people like those in your Custom Audiences. Just choose your source (Custom Audience and country and leave at 1%).

  • Lookalike Customer List – Buyers
  • Lookalike Customer List – Prospects
  • Lookalike Email List with LTV (if you have that info)
  • Lookalike All Website Visitors
  • Lookalike People Who Visited Specific Webpage (this could be many, many, many different audiences) you also have the choice to further define by including and excluding
  • Lookalike Visitors by Time Spent (percentile 25%, 10%, 5%) – got a really great blog post that people spend a lot of time reading? You can target this specific post by time spent.
  • Lookalike Event: PageViews
  • Lookalike Event: Leads
  • Lookalike Event: CompleteRegistration
  • Lookalike Event: Purchases
  • Lookalike Engagement Video 25%, 50%, 75%, 95% (could be sooo many depending on how many videos you have)
  • Lookalike Everyone who engaged with your Page
  • Lookalike Anyone who visited your Page
  • Lookalike People who engaged with any post or ad
  • Lookalike People who clicked on any call-to-action button
  • Lookalike People who sent a message to your Page
  • Lookalike People who saved your Page or any post
  • Lookalike Instagram – everyone who engaged with your business
  • Lookalike Instagram – anyone who visited your business profile
  • Lookalike Instagram – people who engaged with any post or ad
  • Lookalike Instagram – people who sent a message to your business profile
  • Lookalike Instagram – people who saved any post or ad

Then you can take each one of these and create additional audiences by separating them by country or age or gender.

For example, we can get four more audiences to test just by defining age and/or gender:

Lookalike Instagram – people who engaged with any post or ad – women only age 25-34

Lookalike Instagram – people who engaged with any post or ad – men only age 25-34

Lookalike Instagram – people who engaged with any post or ad – women only age 35-44

Lookalike Instagram – people who engaged with any post or ad – women only age 45-54

Can you see ALL the possibilities?

Now go test some of the targeted audiences you were able to create! 🙂

-Lisa xo

Categories
Advertising Facebook Facebook Ad Hacks

How Do I Scale My Facebook Ads Quickly?

So you wanna scale your ad campaign fast – like you want to go from spending $20 a day to $200 a day for your course launch. You’ve heard that if you just increase your budget from $20 to $200 in one day you’ll mess with Facebook’s algorithm and your results will suck (like you were getting $2 leads and now you’re getting $100 leads).

And you heard right.

So what do you do?

Here’s a super fast way to scale up for those who already have a winning ad and know their audiences.

Take the social proof ad (the winning ad – the one that’s performing the best) and choose 10 audiences you pretty much know will convert (because you’ve tested them before).

Duplicate the Ad Set 10 times with 10 different audiences and set each Ad Set to $20 a day.

Boom – you’re now spending $200 a day.

Monitor the results and change audiences as necessary.

Categories
Advertising Facebook

New Dynamic Testing For Facebook Ads

You probably already know that testing is an important part of running effective Facebook ads. You typically need to test copy, creatives, audiences. Up until recently the way this was usually done was to create multiple creatives under an ad set and then duplicate ad sets (unless you use a platform like Ad Espresso – which is not without issues either). This made for a very messy Ads Manager!

But the bigger problem with this is that Facebook usually doesn’t split the reach between the ads evenly so it really never seems like an actual test. What ends up happening is Facebook favors one ad from the start and all the reach goes to that one ad. Hmm…doesn’t seem right huh?

The good news here is that Facebook created a new tool right inside the Ads Manager called Dynamic Testing. Facebook will test multiple variations without you having to set up different ads. Hopefully this will make testing easier from right inside where you set up the ads. Here’s how to set it up!

Create a new campaign

Under Ad Set, you’ll find Dynamic Testing – just flip it on

Next after you set up the Ad Set part, go to Ads and you’ll see where you can add different things to test:

You can add as many different Text, Headline, News Feed Link Descriptions, or Call to Actions you want and Facebook will test for you.

 

And it will only show up as one ad. Pretty cool right?

So how to you find out what’s working? Just navigate to the Breakdown section inside your Ads Manager:

Pull down this section and find By Dynamic Creative Asset and choose what you want to look at.

 

Let me know how it goes for you!

PS – Have you downloaded The Social Proof Ad method and started using it yet?