Facebook advertising is some of the best, if not the best advertising solution out there on the web, at least I find it so. A lot of people will tell you that 4-5 dollars per a lead is good! But when I see that I cringe, i average 45 cent leads on Facebook, how may you ask? Well it truly is simple as long as you have a good sales funnel set up. Please refer to my Sales Funnel 101 category for how to efficiently set up a sales funnel.
So let’s get started, A huge mistake I see most advertisers do is they do not keep up with the new features on Facebook, they are constantly updating and many people would rather stick to the “old school” method instead of learn some of the new methods.
What most people’s goal for Facebook advertising that I find is to get clicks to a website, Either it be a website directly to selling a product, or a website with a capture or landing page on it to get your customers email.
But the biggest mistake I see people do is they run post engagement ads! Now yes, before Facebook came out with the power editor, it was the best choice. But now that Facebook has power editor, i strongly advise you to learn how to use it. It really is simple!
There is an objective on power editor called “Increase Conversions To Website” That works much more effectively, trust me. Now I know what your thinking, they have that objective on Ads manager! Why can’t I use it on there!
Well you see the thing is, If you try to use that objective on Ads manager it will direct you to make an Ad with no video, no posts, and no pictures. It will simply try to promote your website and that’s it. The issue with that is you need something to convince people to click on that website, you need to shortly describe in your ad why they should click on it, how does it benefit them. Along with a picture or video to back that up as well!
That is where power editor comes into play, with power editor if you go into there to make a campaign for “increase conversions to your website” you will be able to use an ad with a post, video, and/or a picture! Way better ad quality.
Now the benefit of this is Facebook is incredibly smart in knowing who to get your ad out to for best results under any objective you have. If you have your objective set to “post engagement” then Facebook will try to get you the most engagement on your ad, not necessarily a click to your website, how can they know that if you don’t tell them to do that!
With “Increase conversions to your website” Facebook will automatically show it to people most likely to not only click on your website, but actually purchase something or give you there email or whatever the action may be on your website!
Now this is important, notice how I said not only click on your website. I say this because ads manager and power editor both have an option as well to set your objective of your ad to “website clicks”
Now the issue with this is Facebook is getting your ad out to people likely to click on your ad, but not necessarily likely to do anything else after. It’s the small details that matter!
Now of course, I would never tell you guys to do something without me doing it as well, and seeing the results for myself, so here. look at this screen shot directly from my personal account and see how low my CPC(Link) is!
(Keep in mind most businesses aim for 1.50-2.00 link clicks, I personally turn off any that average over 35 cent link clicks)
Notice, The Relevant scores are all 9 or 10, showing that these ads rank among the best to Facebook, the CTR (click-through rate) is not important! To many focus on this and it can negatively impact you if your deciding to keep ads or turn them off based on this. The only thing we really care about here is the CPC(Link) which in this case, are all below 30 cents! Crazy right?!?
Now your probably thinking, there has to be something else to it, cant be that easy can it? Well of course! Not all the ads will be this good I have a general rule to follow for me personally that works though.
- For every ad set you make, make 3 Ads inside of it (Exactly the same!)
- Let your ads run for 1-2 full days before even taking a look at the results
- After 1-2 days turn off any that are above 80 cent link clicks
- After 3 days turn off any that are above 50 cent link clicks
Now split test! Make different ads with different age groups, different demographics, different interests, and see what works best! Like I said not all ads will convert good no matter what conversion objective you choose! But this is the most effective way to get 50 cent link clicks or less on your ads.
How much more effective are Website Conversion ads compared to Post Engagement ads? Well here let me show you a picture of Post Engagement ads I ran and than compare it to the picture above of my Website Conversion ads and you be the judge. Which would you rather have?
With these ads, notice how the relevant score is a lot lower? Along with the CPC(Link) is a lot higher? Post engagement ads just aren’t practical for Website conversions. These all have a lot less clicks on them because I shut them off. Why spend a dollar on these ads for 1 click when I can spend 1 dollar on the Website Conversion ads and get 4 clicks, make sense now?
Now a huge helpful tip, when looking at ads to see which ones to shut off, you made 3 ads, all the exact same nothing different, inside each ad set for a reason, some will convert better than others, why? I wish I had that answer for you. They are all the same they should convert the same right? Wrong! For this reason always make sure when looking at your ads to see which ones to keep and which ones to delete to always be looking at them in the “Ad” level. the levels go “Campaign”, then inside of campaign is “Ad Sets”, then inside of ad sets is “Ads”. Always be looking at “Ads”, not “Ad Sets” or “Campaign”.
Another helpful tip, anytime you are making an ad on Facebook, the best converting Ads always have a video in them! Make a video relevant to the product or offer you are promoting and insert it into your ad. Photos are alright but you will always get better results with a video, trust me.
If you have any other questions feel free to leave a comment below and if your interested in more advanced Facebook training and how to scale a profitable online business or get one started check out our Free Live webinar by clicking here.