Watch out, world. We finally have a way to generate leads & sales on Facebook in a crazy powerful way.
So many businesses know they need Facebook, but it has been nearly impossible to measure ROI. This is super frustrating to business owners, marketing departments, and everyday people who side hustle.
And only recently has Facebook stopped showing Facebook Business Pages to 98% of people (if not more) unless you pay to play. Facebook has made it easier to get content in front of people with boosting, but you can really only target a few different ways.
Facebook Ads though…
Whole new territory. And just so you know, I am not even close to expert status in implementation, I just know that what I’m sharing on here no doubt completely & utterly blows my mind.
It’s a given that Facebook knows a LOT about you… single, recently engaged, where you live, where you went to school, who you’re friends with, where you’ve traveled, whatever. They have hundreds if not thousands of data points on you as a human being. So there’s that.
When you set up an ad, it looks JUST like a Facebook post (unless you’re using the right side ads that are smaller) and says “sponsored.”
BUT…. but but but, you can use very specific targeting.
Imagine you own a business & you have an email list. This email list is one of your biggest digital assets (seriously) and you can upload that list into Facebook. That’s an easy win, right? These people already know you, like you, and have probably bought from you if they’re in your email list. So depending on your product or service, you can target your ad to those people.
The most amazing piece of that email list is its ability to create a “lookalike” audience to the one you have. Let’s say you’re a yoga studio and you upload your email list and show the ad to the “lookalike” audience; well, those people are likely interested in yoga as well or similar to the folks on your email list.
You can also retarget people who were just on your website, or people who “like” and follow a certain page/brand. You can break down ad targeting by income levels, age, zip codes, interests. Which narrows down your audience and gets you the right customers.
The most CRITICAL piece of Facebook Ads is setting up the campaign. Sure, good copy & photography are helpful, but you HAVE to, MUST, target the right people and that is done when setting up your ad.
Great. Now let’s talk about the pixel.
The pixel is how you track conversions!
Let’s say I’m scrolling on my news feed and see this beautiful bag. I hit the link & add it to my cart and buy it. CONVERSION.
Before any of this happens, the pixel is entered into the backend of the website on the “thank you” page, so you know that someone from Facebook, who clicked on your ad, purchased. And those numbers are then put into your Ads Manager account on Facebook so you can see how much each lead is costing you! You also know how many people clicked your ad and DIDN’T purchase (which should lead you to ask yourself questions about your site, ease of use on site, speed of site, landing page quality, product, etc.).
You can set up specific coupon codes or phone numbers to link directly to the Facebook Ads as well, depending on your offer so you ensure that the consumer used what was in that specific ad.
The goal is always to keep the cost per lead low, which is why you continually refine your ad, who you’re targeting, etc.
Every ad has a different purpose. If you’re hosting an event, a workshop, offering a webinar, getting people on your email list, to your physical store… it can all be tracked.
you have this magical, beautiful pixel that is giving you all this rich data about who is converting. Their age, their gender, their income range. I mean, this is every marketers dream come true!
It has taken our team hundreds of hours of training to get this right. So many people fail because they aren’t setting up their campaigns correctly. We are finally selling Facebook Ad services like CRAZY because we know the secret sauce.
Right here and now, Facebook Ads is one of the most powerful tools for a business owner IMO. I would LOVE to share more about this from the work we do at Think Digital — just comment below or message me on Facebook (or sign up for Justin’s webinar here).
Subscribe for a dose of mindfulness before you head into the week.