Badassery Magazine October 2017 Issue 17 | Page 53

D
o you feel like Facebook ads
will be the death of your
wallet, when they should be the
reason your business is thriving?
If you’re nodding your head YES
and shaking your fist as you go
0 for 3 with your Facebook Ads,
I’m here to tell you it’s all going
to be okay.
Facebook Ads are the most
powerful way to grow a business!
They allow you to get seen by the
people who need you most and
you can do it inexpensively.
But, if you don’t know what
you’re doing, Facebook will dom-
inate your wallet and your sanity.
I’m here to let you in on some of
the best kept secrets about Face-
book Ads because you deserve to
run ads that allow your business
to ROCK instead of make your
eyes ROLL.
SECRET #1 - BOOSTING
ADS IS TERRIBLE!
While you may get some engage-
ment and the ad may even look
like it’s performing well, boosting
your ads is a lot like deciding you
want to donate money to Face-
book.
Essentially, you’re asking Face-
book to do the heavy lifting for
you and it will make you pay!
Maybe your CPC (Cost per click)
is low, making you believe your
ad is doing great, however, you’re
hearing crickets and no money is
coming in at all!
But that’s the entire point of run-
ning an ad right? To get sign ups
or sales! Yet, more than likely,
neither of those things is hap-
pening because Facebook isn’t
actually converting your ad, its
just putting in it front of people
that may not be your ideal audi-
ence or placing it where people
can’t see it. consistently being shown to the
same people and not forcing
them to act on it, then it’s prob-
ably not the right audience, or
your ad copy/graphic isn’t doing
it’s job.
SECRET #2 - WATCH
YOUR FREQUENCY NUM-
BER
When you run an ad, most of us
automatically look at our cost
per click or our cost per con-
version. While these numbers
are definitely important, there
is another number that actually
holds a lot of value and is rarely
talked about. 2. If your ad is performing really
well and only being shown once
per person, this means that your
targeting is spot on and so are
your graphics/ad copy. It means
you’re converting people within
the first time they see it.
That number is your “Frequen-
cy”.
Most people have no idea what
that number even means, but I'm
here to tell you why it matters.
Frequency is how many times
your ad is being shown to the
same person. Why does this
matter?
2 reasons!
1. It can take up to 7 times for a
cold ad to warm up a customer
and convert them into a lead,
sale or email member. That
means if It’s being shown to
the same people and your ad is
performing well, meaning you’re
getting a lot of sign ups and sales,
then your ad is also warming up
cold leads.
On the flip side, if your ad is
performing terribly and it’s being
shown 7 or 8 times to the same
people, this is a great clue that
your targeting is wrong. The
reason is because if your ad is
Or if it’s performing really poorly
and only being shown once, it
may not be being shown enough
to convert a cold lead, so you
may need to niche down the
targeting a bit more or create a
larger audience.
Frequency is just a great little
number that gives you insight
into what might be wrong in your
Facebook Ads!
SECRET # 3 - DICTATE
YOUR OWN PLACEMENTS
Facebook loves to “automatical-
ly” do things for you and it also
“recommends” a lot of things
that beginners eat up because
they aren’t sure what they’re
doing, yet really, it’s just wasting
their money.
Placement of your ads is a BIG
ONE and it’s also why boosting
posts is so terrible.
When you control the placement
of your ad, you tell Facebook
where it will be shown. This
allows your budget to go further
and eliminate some of the place-
ment options that don’t even
make sense.
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