As a mom of a toddler, wife, and full time adventurer…I can 100% say that ain’t nobody got time for posting to social media 3x a day, liking a zillion posts, and commenting on a zillion more in the hopes that someone will notice and join my email list.Not to mention, there are the constant updates to the algorithm that keep me guessing on if anyone is actually seeing my posts. 🤷♀️
What if I told you there was an easier way to get your business seen and heard by more people? People who are just waiting to hear the exact message you have to share. That is, by leveraging your audience with the power of FB and IG ads.
You don’t have to spend a ton money on ads IF you take the time to really understand your message and get clear on who you want to hear it. Building a strong foundation is the key to crafting a strong campaign.
In this article, I’m going to share exactly what goes into creating a high converting Facebook ad, so that your content reaches more people and you can in turn make more money.
1. Know Your Goal
First, begin with the end in mind. Think of what goal you want to achieve using ads.
Do you want to grow your email list?
Get more 1-on-1 clients?
Sell a digital product, like an ebook?
Get more web traffic?
Or simply get more engagement on your posts?
This goal will affect which type of ad you should create and how you should set it up inside Facebook.
Keep in mind, you won’t see much return (in terms of dollars) from your ads right away if your goal is to get more engagement on your post. However, if you don’t have a huge following yet, this could be a good place to start to grow your engaged audience so that you can retarget them later with another ad.
2. Know Your Audience
Once you get clear on your ad goal, you need to identify exactly who you are speaking to. Chances are, you already know who your ideal customer is. Take it a step further, and use your imagination to get inside their head. Go deep, and imagine their hopes, dreams, and even everyday struggles.
What language do they use when describing these things?
What are they searching for on Google?
The answers to those questions will help you craft a strong and effective ad, and using your customers “exact words” will make you stand out in a crowded newsfeed.
Now that you’ve become clear on your goal and your ideal customer, it’s time to make them an offer they can’t refuse, as stated by The Godfather himself.
3. Make Them An Offer They Can’t Refuse
Salesmen are gross, right!? But, there are actually a few things we can learn from them, and one of those things is the “Foot In The Door Technique.”
Basically, get your “foot in the door” by offering something of value to your potential customer. It might sound counterintuitive, but free content = money in the bank.
Think about your own buying practices. Do you usually buy from someone you don’t even know? Probably not. Which is why in order to generate more income down the road, you need to get your foot in the door with some free content.
4. Make Your Ad Stand Out
When making your ad, there are a few things to think about:
- A bold headline,
- text that uses your ideal customer’s language,
- an attention grabbing image/video, and
- a call to action.
When writing your headline, there are three different types that work really well:
A “how to” headline: “How to end sugar cravings for good”
A teaser headline: “One Food you Should Never Eat”
A bold statement or fact: “Your dream body is made in the kitchen, not the gym.”
The ad copy, or text, should dig into the emotions and heart of your ideal customer.
Start by stating the pain point, then give your authority, and close with a solution to their problem. Ad text is just another conversation with your audience, so write in a way you would talk, using language that your audience would use.
When choosing an image, you want to choose colors that will contrast with the news feed, so choose bright yellows and pinks over blues and whites. Videos work even better, in my experience, so don’t be afraid to hop in front of the camera and “Wow” your audience.
Lastly, a good ad needs a call-to-action (CTA). This could be a button that says “Learn More,” “Download Now,” or “Send Message”. If you’re using IG Stories, your call to action would be “Swipe Up”.
5. Take Your Audience to Your Landing Page
The purpose of your ad is to, obviously, get the user to take an action.
When someone clicks on your ad, they should be taken to a well-crafted landing page that matches up with the offer in the ad. In some instances, the landing page is even more important than the ad itself.
The images, text, and calls to action all play an important role on whether or not the user will take that next step and opt-in to your email, or buy your product.
6. Launch & Test your first Ad
When you’re finally ready to start creating your ad inside Facebook (facebook.com/adsmanager), it can be really easy to feel confused.
Don’t choose overwhelm.
Instead, if you’ve prepared the above tips, simply take the time to break it down, step-by-step: your goal, your audience, and your ad.
Ads are all about testing. You may have to test several different versions of the same ad to finally hit the sweet spot.
This is why when you take the time to truly understand what you want to achieve with your ads, who you’re speaking to, and all the other components I mentioned above, you are well on your way to beating the odds, and having a kick-ass ad campaign on the first try.
A strong foundation is a recipe for success using social media ads.
Peace, love, and gratitude,