Facebook Ads are quickly outperforming all other means of advertising for small businesses. If you’re a business owner, you should be using Facebook ads. Think about it, if Coca Cola, Ford Motors, and Nike are using Facebook ads – what aren’t you?
The reason they’re so powerful is they allow you to do so much more than was EVER possible before in advertising. Imagine a highway billboard advertising a nearby surf shop. Think of how many millions of cars drive by that advertisement every month who would NEVER be even remotely interested in ANYTHING related to surfing .
It’s really a waste in high cost advertising dollars! The same is true for other forms of print and television advertising. You’re simply putting your message out there in front of the masses and hoping the RIGHT people see it.
What if there was a way to display your ads with laser-focused accuracy?
That’s what Facebook allows you to do – get your ad in from of ONLY those individuals who are most likely to be interested in your business. And the best part is, Facebook ads are extremely affordable in comparison to other more traditional forms of marketing. So, that’s a win, win in my book.
How Facebook Ads Work
Before I get started on how Facebook ads actually work, I want to talk briefly about Content Strategy. An ad is basically showcasing your content. Your content is how you strategically share your businesses services, products, or brand message. It will most effectively come in the form of a blog post, podcast episode, video tutorial, or pdf download.
In short, your ad will only ever be as good as your content. So, make sure you take the time to craft valuable, problem-solving content. Only then will your ads have a chance to survive.
Now that we got that out the way, let’s talk about how you’ll actually deliver your stellar content through Facebook ads.
The first thing that needs to be done is gathering data. You must above all things – understand in great detail who your ideal customer really is.
There’s no rapid formula to Facebook ads… you’ve got to put in the work. When you first start running ads, you’re essentially buying data and doing research. You’re trying to see how the market responds to your message and who is responding.
The Power of Facebook Targeting
This is called targeting. And the secret to targeting is, the more you know about your audience, the better you can target them. And you’re looking for winners which are groups of individuals who are most interested in your business and what you’re offering.
The foundation of Facebook targeting is Audience Building. When you build your Facebook Audience, you’re creating that group of individuals we talked about that are statistically more inclined to be interested in your ads.
There are 3 distinct Facebook Audience types – Custom Audiences, Lookalike Audiences, and Saved Audiences.
Read More about Facebook Audiences here: 3 Tools to Give Your Facebook Ads More Lead Generating Power
Once you begin targeting your ideal customers using Facebook’s Audiences and the Facebook Pixel, you can take your targeting one step further with Re-targeting.
It’s kind of like the whipped cream on top of a chocolate covered sundae. When someone engages with your ad – usually with an ad targeting cold traffic – they will then be shown more ads later on that are more geared toward your warm traffic.
That’s the secret to 10xing your marketing game.
Know Your Traffic Sources
Where most small business owners get it wrong, is they unknowingly target the wrong traffic sources at the wrong time. There are 3 layers or categories of traffic – cold, warm, and HOT.
Your cold traffic (those who don’t know you or your brand) should only see ads that showcase your brand’s message. You’re only trying to warm them up and wet their appetite for what you have to offer. When they engage with one of your ads, they become warm traffic.
This doesn’t mean you can’t share your content with cold traffic. In the example below from Digital Marketer, they shared content to their cold traffic. The only distinction is to add more content in the actual ad to gain trust and show value before they even click to your actual content.
Your warm traffic will receive your content – your helpful articles, tutorials tips and tricks. By now, you can present your ad with less copy in the actual ad. They are getting to know you, and already trust that you will deliver the goods.
When someone engages with your warm ads, they become your hot traffic. And they are what you want ALL your audience to become!
These are the people who are most ready and interested to buy from you, hire you, or work with you. This is the group you’ll want to show your offer ads to.
These are the ads that showcase your services and products – the big guns. Maybe you have a one-time discount code to entice them to make their first purchase or a brand new course that’s perfect for your audience.
Now you see how amazing Facebook ads can be for your business. If you’re not running ads yet… what are you waiting for?
You’re leaving boat-loads of leads and money on the table!
Let me know if you have any questions in the comments below and I’ll jump right on and answer them for you.