Facebook ads--they’re an enigma. And let’s be honest--Facebook Business Manager doesn’t really make them that much easier.
That said--when a social media ad works, it can REALLY work. According to Kerry Swetmon of System Envy--like, “$5,000 a month in additional sales” work.
So how can you get there? If you’re starting from zero there are a few upfront things that you should be doing (like building a social media strategy and creating a sales funnel) but if you’re already running ads with lackluster results--why not give these tips a try?
- If you have 1000+ emails in your email list--try uploading it to find similar customers. That’s right. You can upload your email list and tell Facebook to go find other people who have social habits just like those people. If I’m honest, it’s a little creepy, but it’s a GREAT way to reach people who are likely to buy from you. (You can upload as few as 100 email addresses -- but it works best if you have between 1,000 - 50,000)
- Use companies with similar audiences to find your own. If you don’t have a large enough email list to use that email feature you do have another option. If you know who your peers and competitors are, you can actually use those companies to find people who are shopping with them and target those individuals. Not every company is in the list and if all your competition are small local shops, this might not work for you. But if you can find some overlap with a bigger company--you can try that!
- Swap out your creative. “Creative” refers to the photo, graphic, or video that runs along with your ad. It’s not always easy to know what people will respond to, visually. Because of this, Facebook allows you to run the same ad with alternate creative options. Then you can just watch the ads and as the data comes in--close out the ones that aren’t as effective.
Trust us--if we could hand Facebook ads off to someone else we would do it in a HEARTBEAT. It’s not how we want to be spending our time either. But our feeling is that if you’re going to do it--you might as well do it to the best of your ability. If you have the same attitude then we wish you success as you try out these tips.
Amy Mertz is our Creative Director, StoryBrand Certified Guide, and copy writer. When not in the office you can find her chasing down her toddler, searching the land for great coffee, or espousing the current books on her nightstand.