3 Practical Tips For The Rookie Facebook Advertiser

From the Desk of David J. Galindo

Think all you have to do to create successful Facebook ads is utilize a stand-out design and write killer copy? Think again…

In this article, I'm going to give you 3 "expert" tips that can help you jumpstart your Facebook advertising and get you headed down the path of profitability. 

And I've applied these "simple" methods to campaigns and have seen great results for clients that are just starting out with Facebook ads or other forms of advertising like Google AdWords.

So I may raise some eyebrows for some of you local businesses out there relying on that "boost" button to do all the work for you. But I know if you follow these tactics... Your advertising will get considerably better.  

Still, you need to remember, without a high functioning and proven sales funnel in place it's going to be very difficult to see big results from your advertising efforts.

And that goes for Facebook ads, Google AdWords, YouTube ads, and Direct Mail campaigns.

Your advertising success will depend on how well your funnel system is set up and your dedication to implementing the processes within that system.

If you're not having the success you want with your advertising the problem isn't your targeting or any setting within the ads manager. The problem lies within your system.

And like James Clear says in his book "Atomic Habits"...

"You don't rise to the level of your goals, you fall to the level of your systems."

Without a reliable automated system in place, you could end up failing to follow up, getting referrals, and earn more money from your advertising campaigns.

So the answer? 

Below you’ll discover 3 "expert" tips to implement into your Facebook campaigns today...

1. It's All A Big Split Test 

A/B Test Advertising Copy

One of the most vital strategies you can input into your system and to ensure you're getting the most out of your ad budget is to carry out split tests.

This basically involves testing out different types of campaign objectives, adsets, and, ad variations to see what's working well.

A good example of "split testing" within your Ads Manager is creating one ad and targeting several different interests.

You then can measure exactly which interest responded better to the ad. Be sure to break out one interest per adset so can interpret data properly.

Once you know which interest is working you can be confident when it's time to scale.

For example, if we were a Roofing Contractor and wanting to attract homeowners in our region we could test out several specific interest like:

  • Real property
  • Home Depot
  • Lowes
  • HGTV

The objective of your test should be to improve upon your KPI's (key performance indicators) and bring leads at a lower cost.

This will also allow you to hone in on who's responding to your ad and fill your sales pipeline full of interested prospects.

I'm going to say this loud and clear... It’s impossible to tell whether your ads are performing well without investing into data and interpreting that data correctly.

If you're not applying this to your campaigns or simply shoving a ton of interest into one adset than your basically shooting in the dark.

Since 9 of out 10 local businesses are not testing... This will set you a part and allow you to get a deeper understanding of the Facebook algorithm. 

2. Use Ad Objectives In Appropriate Manner

Now it doesn't matter what ability you have to be creative I'll bet a thousand bucks your campaign will tank if you don't use the proper campaign objective.

If you miss this and let it go over your head but pretend you did well because you won a few post likes and followers... well your budget will most likely be depleted in a hurry without making sales.

And you're probably asking... How do I know what objective is the proper one?

Well, the short answer... If you're just starting off... Use the "conversion" objective.

There are advanced strategies around using different campaign objectives but to keep it simple, invest into advertising to fill your CRM (customer relationship management) with prospects and convert them in due time.

This is where your marketing automation and sales funnel comes into play.

In fact, this is the strategy recommended to all local businesses just getting started with Facebook ads. It’s really easy to control your budget and the ads encourage people to click on them.

On the other hand, if you’re looking to boost brand awareness, you might be better off with a pay per impression strategy.

However, I have never ever ever ever have run a brand awareness ad without an offer.

You can use the conversion objective and still create brand awareness.

When you do this people will be taking action on your ad and getting familiar with your brand...

It's a WIN WIN. Your accomplishing brand awareness with a direct response marketing strategy.

Running an ad for the sole purpose to get your name out there can be a costly practice.

The brand awareness objective could be a brilliant strategy if you can afford it. These type of ads you will see the colossal brands implementing with major investors funding campaigns that have very deep pockets and a lot of patience.

A local service business probably shouldn't copy these strategies unless you have that type of capital.

What you need is advertising that gets people to take immediate action, fills your sales pipeline, and allows you to profit on a continuous basis.

And the conversion objective will help you to accomplish just that.

3. Know Your Numbers

Now before you plunge into the Facebook advertising game you're going to want to tap on your breaks for a moment.

We need to calculate your KPI's (key performance indicators) first.

So before you write one ad or buy on click you're going to want to get the math right.

Don't worry it's nothing complicated and my 3rd grader can calculate this because we provide the formulas for you.

The goal here is to get a benchmark of your profitability numbers.

This will also allow you to see how well your campaign and sales funnel is performing and what needs to be optimized to increase conversion percentages. 

Additionally, when you're in the Facebook ads manager or even Google Adwords manager there's a ton of different data that you can get stuck on and most of this date is useless and won't help you cash in on your efforts.

Trust me, I spent many hours getting stuck on vanity metrics that I thought were going to help me convert better.

And I don't want to see you waste that kind of time.

Here are a few metrics that people obsess over that won't help them get more customers...

  • Social medial likes
  • Page followers
  • Page views
  • Subscribers

You get the point...

Ok, so here are the metrics you want to be paying close attention to and the formulas to get these numbers:

Advertising Optimization Metrics

  • CPC (Cost Per Click). How much did you spend for every click on our ad that took them to our opt-in pages. CPC = Cost / Clicks
  • CTR (Click Through Rate). Percentage of people who see you ad and click on it.    CTR = Clicks / Impressions
  • CPL (Cost Per Lead). Very important for local service businesses. Total ad spend / total new leads = cost per lead 

Sales Funnel Optimization Metrics

  • Conversion Rate on Opt-In Page. Percentage of people who land on your opt-in page and sign up for your offer. 
  • Conversion Rate on Sales Calls. Percentage of people who you have a consultation with and buy.

Probability Metrics

  • AOV (Average Order Value). Total revenue for the year / number of customers.
  • CPA (Cost Per Acquisition). Total cost to acquire one paying customer for each advertising channel.

So now that you know what data is important to track you're going to want to understand how to interpret this data to make critical decisions that will help you be successful with your advertising over time.

If you're wanting to do something like this...

Here's Something Cool You Maybe Interested In.

I've set aside some time to personally design a custom behavioral marketing campaign for you, FREE.

And I'll meet with you live using Zoom or if you're in the Bakersfield, Ca area I'll go right to your office and literally design a customized behavioral marketing campaign specifically for your business.

Once it's designed, we'll then build you a blueprint and a process map of it so you'll be able to deploy it at will.

If this sounds like something you're interested in...

Here's What To Do Next.

I've created a quick video of how it works, and why I would put time, money and effort into something like this without getting paid upfront.

If you want to learn more, you'll want to proceed to the next steps...

Go here and check out the video

So if you found this post to be of value and would like to learn how we're applying strategies like these for our "private" clients go here

Cheers To Your Success!
I'm looking forward to speaking with you soon.

  • December 14, 2017

Dave Galindo

David Galindo is a strategic marketing advisor to local business owners. In 2014 David branched out on his own business venture. After a few years of being known as the local SEO guy and just starting to get his feet wet at being self-employed, he founded VisionsROI in 2016. He has a "vision" to help get local businesses "predictable" profit with their marketing efforts by combining a direct response marketing strategy and behavioral automation. David runs a small tech team that loves what they do and focus on delivering massive results for clients.