Getting started with Facebook Ads can be really tough. I still remember the struggles that I had trying to get consistent ROI from campaigns in the early days. After many thousands of dollars of ad spend and countless tests, I eventually realised the main reason my ads weren’t delivering the consistent results I wanted was because I wasn’t being methodical enough with my approach. Instead, I was haphazardly jumping from one tactic to another with no real strategy behind what I was doing. While you might eventually get a lucky win with this approach, it’s highly unlikely to deliver results with any consistency.
If you’re in a situation where you’re struggling to get consistent ROI from your Facebook Ads, this article will provide you with a blueprint for two simple campaign types which are tried and tested, and simple to implement. If you’re new to the game, I would highly recommend starting out with these campaign types to generate your first 100 or so conversions and get a feel for how the Facebook Ad platform really works.
Both of these campaign types have only two steps. In my experience I’ve found that simplicity is the key to most things, and whenever I’m having issues with a campaign there’s a high chance it’s become to complex and difficult to optimise. The more moving pieces there are, the more difficult it is to diagnose the ones that are causing the machine to break down. That’s why it’s best to start with a small amount of pieces and test them until they’re working effectively. Only once you’ve got your core pieces working reliably should you start adding more.
Campaign Type One – The “Like” Campaign
Now, you might think that running a “Like” campaign is a total waste of time and there are plenty of so called experts that will tell you the same. However, in addition to being a really cheap but powerful way to get a hands on education in Facebook ads, and giving you the momentum boost you’ll need to move forward faster, it also delivers three tangible benefits;
- Social Proof – Having a 100 fans looks a like better than having 10, just like having a thousand looks a lot better than having 100. While you might say “cool, I can buy a thousand likes on fiverr for $5”, you might want to think again. The likes you get on your Facebook page can be used for connection targeting, so when your ad pops up in front of a connection of someone who likes your page, they’ll see that their connection has already liked your page, more social proof. So if you’ve bought a thousand likes on Fiverr, most of which will be fake accounts created in Bangladesh or Pakistan, that connection targeting is going to be of zero use to you.
- Fans See More Ads – This is a little know fact, but Facebook caps ad frequency (how many times a user can see your ad). Currently, the cap for non-fans (people who haven’t liked your page) in the newsfeed is 2 times per day, whereas the cap for fans is 4. While there is no cap on the right hand side ads, the newsfeed ads tend to be the most powerful, so doubling your available inventory here is invaluable.
- Build Warm Audiences – Just like you’ll get the most sales from people who’ve already bought from you or opted into your email list, targeting conversion focused campaigns at fans of your page will always deliver the best results. The only caveat here is that the fans are “quality”. If you’ve bought your fans off fiverr, or run a gimmicky campaign designed to get likes from anyone and everyone e.g. “Click ‘like’ if you want to make big cash”. Your ‘like’ campaigns should always be targeted at getting people who would be genuinely interested in your offering to hit the ‘lik’ button.
Here’s the blueprint for the Facebook Like Campaign:
For this type of campaign, the call to action will always be to click “Like”. You message should be designed to engage people who would be genuinely interested in your offering, while filtering out those who wouldn’t. While not every person who hits the “Like” button will be your ideal target, the more specific your message is the better quality fans you’ll tend to generate.
Campaign Type 2 – Website Conversions Link Post Ad
For this type of campaign, you would typically choose the “Website Conversions” campaign objective, however you could also just use a boosted post that drives traffic to a landing page with the purpose of generating conversions. Though very easy to do, the boosted post method won’t allow Facebook’s algorithm to optimise based on conversions, it will optimise based on post engagement instead. The most important thing though is that whether you use an ad or boosted post, you start generating traffic, conversions and data.
With this type of campaign, the image in the ad is a clickable link that will send the user to another website. Alternatively, you could use a Facebook “Lead Ad” which allows the user to fill out a form right inside Facebook without the need to go to an external site or landing page (particularly effective on mobile). Lead Ads will also pre-populate some of the fields with data, making the process even easier for the user.
If you’re not using Lead Ads, the destination should be a simple landing page containing your offer and a form. The ad can be targeted at both warm and/or cold audiences depending on your situation. Maybe you haven’t done much to build up warm audiences yet an that’s okay, our main goal here is to keep it simple and start building some momentum.
Since you’re targeting mainly cold and potentially a small amount of warm traffic, the conversion you’re going for should be fairly low risk. Some form of high quality/high relevance lead magnet is a good option.
Here’s the blueprint for the Website Conversions Link Post Ad:
Once you’ve got these two campaigns up and running you’re done! It might not seem like much, but this is all you’ll need to start building up some momentum on Facebook. These steps are very simple and easy to implement even for novice Facebook marketers, and that’s by design. Once you’ve notched up anywhere between 101 to 1000 conversions you’ll have built up a much better understanding of how things work and can look at adding some more ad types and strategies to the mix (we’ll cover these in an upcoming post).
The most important thing here is that you take action, so, head over to Facebook right now and get to work!