Facebook ads 101
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Are you keen to get started with Facebook Ads but just don't know where to begin with all the different choices? Do you want to know how Facebook Ads can benefit your biz and whether they're really worth it? Do you want to eliminate the guesswork and understand how Facebook Ads work and what you need to do to make them work for YOU?
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Facebook ads 101
- 1. Facebook Ads 101: The Essential Guide #FBAds101 @maxineloader
- 2. Is generating leads & making sales from your Facebook Fans a core priority in your business?
- 3. You’ll learn: The system you need to have in place to generate leads from Facebook using Facebook Ads The types of ad designed to attract new leads The things you need to do (and avoid!) in order to make your ads as effective as possible
- 6. Are Facebook Ads Really Worth It? Example 1: How I Generated a 1650% ROI • Campaign cost under £20, leads cost me £0.12 each • Sold membership for £350pp • 3 members signed up
- 7. Are Facebook Ads Really Worth It? Example 1: How I Generated a 1650% ROI • Campaign cost under £20, leads cost me £0.12 each • Sold membership for £350pp • 3 members signed up Example 2: How I Tripled My Email List In 5 Days • Campaign cost £31, leads cost £0.71 each • Opt-in page on website with sign-up form
- 8. What You Need In Place To Generate Leads From Facebook 1. Facebook Page with quality content 2. Clickable Facebook Ads 3. Opt-in page on your website 3. Custom opt- in app on your Facebook Page 4. Great opt-in offer
- 9. To get email addresses from your Fans… You need to give them something they want for free.
- 10. Here’s where Facebook Ads get really useful… It’s cheap to promote your opt-in offer to your own Fans…
- 11. Here’s where Facebook Ads get really useful… It’s cheap to promote your opt-in offer to your own Fans… And easy to get a great ROI.
- 12. Opting In Landing/Lead Page on Website Dedicated page – single focus of the page is to obtain an email address Leadpages or Optimizepress are both popular choices
- 13. Opting In Landing/Lead Page on Website Dedicated page – single focus of the page is to obtain an email address Leadpages or Optimizepress are both popular choices Custom Opt-In App On Facebook Page Prospect can hand over their email address from within Facebook Do not show up on mobile devices, so for them to be effective you HAVE to have posts or ads linking to them Shop around for tools to help you do this, eg Thunderpenny
- 14. How To Create A Facebook Ad Two options: 1. Facebook’s native ad creation tool 2. Power Editor In each case you will: Choose your objective Create a campaign, ad set & ad Target your ad carefully Use great copy and images Set a budget and campaign duration
- 15. Campaigns, Ad Sets & Ads
- 16. Choosing Your Facebook Ad Type Recommended: • Ads created in Power Editor and placed in the newsfeed (not published on Page) • Page Post ads in the newsfeed (desktop and mobile) Not Recommended: • Ads on the right-hand side • Boost Post option on your Page
- 17. Creating Clickable Facebook Ads
- 18. Creating Clickable Facebook Ads
- 19. Creating Clickable Facebook Ads
- 20. Creating Clickable Facebook Ads
- 21. Targeting Facebook Ads Target by: Age Gender Location Interests
- 22. Mistakes To Avoid Making Not testing your ads • Copy • Images • Targeting • Offer Low quality lead page Chasing likes only
- 23. Useful Benchmarks Click-through Rates (CTR): Right-side ads: 0.04% Newsfeed ads: 1-2% is good (can go up to 6%) Relevancy Score: aim for at least 6/10 Potential Reach: at least 4,000 for small budget campaigns Frequency: make sure this does not exceed 4 Cost per Click (CPC): variable, anything up to £1 (although will be much lower if only targeting existing fans)
- 24. Key Takeaways You need a system in place to get the most out of your FB ads – I recommend capturing email addresses Targeting is key to the success of your ads Place ads in the newsfeed only (not right side!) Typical CTR is 1-2% for a well-crafted ad CPC should be under £1 (preferably no more than £0.80)
- 25. How would it feel for you to consistently generate a steady stream of hot leads via Facebook?
- 26. Special Offer Facebook Advertising Kit Show you EXACTLY what to do to generate hot leads Remove the guesswork and save you money Screenshots and step-by-step instructions How to access a secret targeting tool to know EXACTLY which pages your prospects already like Email support 30 day money back guarantee
- 27. Special Offer Facebook Advertising Kit £147 £47 Go to: www.maxineloader.com/FacebookAdvertisingKit
- 28. Questions? Buy the Facebook Advertising Kit for £47 Go to: www.maxineloader.com/FacebookAdvertisingKit
Editor's Notes
- Hello, Maxine Loader here Welcome to my free webinar training, on Facebook Ads 101: The Essential Guide If you want to talk about this webinar on your own Facebook or Twitter profiles or Pages, you can use the hashtag #FBAds101 and can connect with me on Twitter hashtag @maxineloader We have a lot to cover today, and I’m going to aim to answer as many of your questions as I’ve seen in the 21 Day Group as possible through this content, and there will be time for questions at the end. I have a lot of very valuable and tips to share with you, and I’m going to be showing you the EXACT system you need to set up and have in place to make Facebook Ads work for you. The first thing I want to do is to ask you an important question:
- Is generating leads and making sales from your Facebook Fans a core priority in your business? When I say a core priority, I don’t mean relying on occasional organic Facebook post about something you’re offering that may mean 1 or 2 sales here and there; I’m asking if you have a consistent strategy and daily presence on Facebook that results in a steady stream of people of people showing interest in what you’re offering and asking for more from you? If you said no, I’m willing to bet that’s something Facebook Ads can help you with. Marketing on Facebook should be something that ultimately results in sales for you, because it’s such a great way to find and connect with the people you can serve, your potential customers. BUT, I know it can be hard – hard to know what the right and wrong things to do are, hard to know whether you’re just wasting your time and money, and it’s especially hard when you’ve got no support from someone who’s got expertise in advertising on Facebook. So tonight I’m going to let you in on some top tips about Facebook advertising that will show you EXACTLY what you need to do to start making Facebook your go-to source for new leads, and the proven strategies I am going to share with you will eliminate any stress and uncertainty that you may have around Facebook Ads. Make sure you’ve got a notebook because you’re going to learn a lot of great stuff, and I will be taking questions at the end if you want extra clarity on anything to do with Facebook Ads.
- Before I dive into the juicy stuff, I want to take a minute and tell you a little about myself – this webinar is exclusively for my 21 Day Facebook Challengers, so you’ll know me from my daily videos, but I’m going to introduce myself to you in a little more detail so you know who I am and how I came to set up the Challenge and why I’m so passionate about all things social media. So, as you know my name is Maxine and I’m a social media specialist. I have a real passion and skill for connecting businesses with their raving fans and customers on Facebook.
- These are some of the brands I’ve worked across and won awards for running great social media campaigns and producing exceptional results; as you can see, these brands span a real range of product types from cosmetics and beauty care to frozen foods to paint to energy drinks. Although each of these brands is very different and has a completely different consumer base, it may surprise you to know that the exact same principles of social media strategy – community building, engagement, advertising - applied to each and every one of these brands, and every time I applied these principles each brand saw an increase in fans, an increase in engagement with their fans (so they were building a deeper relationship with existing consumers and potential buyers alike) and seeing great results from that. I loved working on big brands, but I’ve always known that ultimately, I wanted to build my own business and put my skills and social media marketing savvy to work helping small businesses who want to make a positive impact in the world but who don’t have hundreds of thousands of pounds in their marketing budgets to generate income via social media. I really get a kick out of hearing what an impact learning how to get social media marketing right can have on a small business like yours, and that’s what has led to me being here talking to you tonight, sharing my expertise with you.
- Example 2: How I Generated a 1650% ROI Leads cost me £0.12 each (That’s 90% LOWER than the average cost per click for ads of that same type) Sold membership for £350pp Spent less than £20 on my entire campaign 3 members signed up
- Example 2: How I Generated a 1650% ROI Leads cost me £0.12 each (That’s 90% LOWER than the average cost per click for ads of that same type) Sold membership for £350pp Spent less than £20 on my entire campaign 3 members signed up
- You’re probably all familiar with the concept of an opt-in offer, and hopefully most of you probably have some kind of opt-in offer or squeeze page on your website already. If you DON’T yet have one, get creating because this is an invaluable tool when it comes to converting Fans into Clients... A great tip, and some of you will already know that I used it when I was creating this webinar, is to ASK your Facebook Fans what they most want. Two-way communication with your Facebook Fans, is essential; you need to be having conversations to build relationships, and a great way of doing just that is to check in with your Fans every now and again. It’s super quick and simple to do this, you can do exactly what I did. I wrote down my top three most frequently asked questions, and created a Facebook post saying that I going to be creating some great FREE content and asking people to let me know which question they most wanted to know the answer to. As you can tell from the title of this webinar, most people voted for free training on how to Convert their Facebook Fans into Clients. If you’re planning to do this with your own Fans (and I absolutely encourage you to do it), note the format I used, which was to list out the options and ask people to pick one – it’s tempting to ask people a question that goes something along the lines of ‘If I created free training, what topic would you want me to cover?’ but if you post an open ended question like that, you’re likely to get very few responses because it takes much more effort to come up with an answer than it does to pick one of three potential answers provided. Whether or not you have a free opt-in offer set up already, you still need to get your Fans to that all-important opt-in form in order to get their email addresses, and this is where Facebook comes into its own as a lead generation tool. And you know the great thing about going further down the path of converting your fans into clients, is that
- It’s cheap to promote your opt-in offer to your Fans. Much cheaper than it is to generate new leads from scratch using Facebook advertising. Of course, you don’t HAVE to use Facebook advertising, you can post about your opt-in offer repeatedly instead, but it’s certainly quicker and easier to create one post, promote it, and have Facebook show it to your Fans up to five times each to give them the best chance of getting their hands on your great value freebie. AND because it’s cheap to promote to your Fans…
- It’s easy to get a great ROI. To give you an example of a campaign I recently ran on one of my Pages: It generated me hot leads for around £0.12 each, which Facebook tells me is 90% LOWER than the average cost per click for ads of the type set up (and just to be clear, I set up ads that sent people through to my website, so they were optimised for Website Clicks). This means... Even if I convert just ONE of the hot leads I've generated into a client, I'll have an incredible ROI of over 1600%...because I've spent less than £20 on my entire campaign! Pretty impressive, right? And because I have a Facebook Page where I am also sharing my free content, I’m keeping the door open to Word of Mouth marketing – that is, people who are Fans of my Page telling THEIR friends about my page and content, whether it’s by tagging them in a comment below a post I’ve created, sharing my content on their own Page or even personal profile, or spontaneously posting about something I’ve created. As far as Hot Leads go, some of the HOTTEST leads you’re likely to get will come from personal recommendations from people who are your Fans or Clients or both, which is why it’s so important to get your great value content out there on Facebook.
- A Page Post ad starts as a post on your Page. You then turn that post into an ad that runs in the newsfeed, using Power Editor. Power Editor is not very easy to use; it’s a bit clunky and has a steep learning curve when you first begin to use it, but once you’re familiar with it a whole bunch of options open up to you that aren’t available on Facebook’s native ad creation tool, like
- A Page Post ad starts as a post on your Page. You then turn that post into an ad that runs in the newsfeed, using Power Editor.
- Power Editor vs Native Creation
- Power Editor vs Native Creation
- Power Editor vs Native Creation
- Power Editor vs Native Creation
- Power Editor vs Native Creation
- Photo posts: these are probably the most common type of Facebook post; they’re easy to spot in the Facebook newsfeed, can be very attention-grabbing and are great at getting Fans to interact with likes, comments and shares. And I’ll share a little additional secret here – posting multiple photos on a single post is a great way to interact with your Fans in this post type because every time someone clicks through to a new photo, Facebook counts that as an interaction and as just found out, the more interactions your Post gets, the more people get to see it. That’s really the big advantage of this post type, because it is NOT the post type that is likely to get you the best reach organically.
- To summarise briefly, the key takeaways from this training are: Facebook sales are rarely made on Facebook itself The 4 types of content people respond to do one of four things: Entertain, Educate, Empower, Inspire To make sales via Facebook, your focus needs to be on generating hot leads Collect email addresses from your Fans in exchange for some FREE premium content
- Think about this for a second: How would it feel for you to consistently generate a steady stream of hot leads via Facebook? I’m guessing it would feel pretty good, AND make a real difference to your business. If you’re here, you probably already know that if you learn how to leverage Facebook NOW, you’re going to be ahead of the game. I’ve provided you with a solid lead generation strategy and you can go ahead and start making changes right now to convert your fans into clients. However, whenever you start something new, it’s always easier to get where you’re going faster when you have an experienced guide. I’m going to be completely upfront here, what I am offering today is a crazy good deal for the value of the content included, and that is because you’re on my 21 Day Facebook Challenge, and this offer is exclusively for you.
- Do I have to use Facebook Advertising to get results from Facebook? How much should I expect to spend per month? If I’m adding people to my email list, do I still need to be posting content on Facebook? Can I just run ads and not bother posting content? What if I only have a personal profile on Facebook, do I have to have a Page? YES Is Facebook Ads better than Google Ads? Yes – costs around a third of leads generated by Google Ads