By now there are is a lot of advice out there on how to run a Facebook ad that converts into dollars.
It’s mind-boggling how many things you can try and how many ways you can test that it gets overwhelming. And when we get overwhelmed, we skip steps. This happens a lot. People aren’t sure what to do or they are overwhelmed by the amount of information to wade through that they end up throwing something together that in the end, doesn’t give them the result they were looking for.
I get it. As an entrepreneur, every dollar counts. (As does every hour of your time!) I put together a formula called The Global Ad Secret. This is a formula that takes the guess work out of Facebook ads. Just follow the steps and rinse and repeat each time you decide to launch an ad campaign.
I’ve laid out the exact steps for you so that you can start implementing them right away in your business.
HERE”S HOW TO DO IT:
• First, go to the sprocket in upper right corner and from dropdown select “Manage Ads”
• Go to Your Ad Account
• I usually use “Power Editor” (left sidebar) but for this purpose we’ll show you how to create an ad
• Next chose your page from the dropdown and it will load your page details
• Facebook will automatically select your timeline cover photo but we do not want to use that photo because it is not a viral photo. Therefore you must upload your viral photo by selecting and opening the file.
• I encourage you to use 6 different viral photos.
• Here you’ll see that I only am using 3 photos but I am only doing this as an example
Check out these places for royalty free images:
1. www.profitfbads.com- for FREE viral ad templates
3. Flickr- the creative commons section
• Enter the Headline – remember to use a brief question such as in this case I use “Got Likes?”
• For the Text, since my business is to attract customers from Facebook, I will type “Love Getting Likes?” as a question – a great way to utilize a Pattern Interrupt
• Notice the “Desktop News Feed” in the center with the picture of the ducks. This would look great however these types of ads are actually more expensive than the right hand column ads
• For the Global Ad Secret, we try to use the least expensive ads and therefore I will use only the three photos I uploaded as a test.
• Click on “Sponsored Stories” box but as I understand it, these are going away from Facebook in the future.
• For Custom Audiences, just leave this blank as that is advanced which I will demonstrate in a later session.
• For Location, I select from the dropdown menu the United States, United Kingdom, New Zealand, and I choose about 25 countries overall.
• Here’s a shortcut to choose countries. Google “List of countries by GDP per capita” (GDP is Gross Domestic Product per capita which means the countries that have the wealthiest people in the world)
• You’ll get a list and on Wikipedia for example, it states people of Qatar have the most income per capita/per person.
• You might not have originally considered counties like Qatar but when you’re going for Cost-Effective and Inexpensive Social Proof, there is nothing wrong with adding these countries.
• For Ages, I know most of my customers are over 30 but under 59 years old.
• For Language, I will select English because I know they speak English.
• For Interest, I am teaching marketing and business and therefore I select marketing, entrepreneur, entrepreneurship. You’ll see how Facebook will give you suggestions as well.
• Overall as you can see, I am trying to get the number for the potential reach up to 40 million people.
• Continuing with the Interests selection, I’ll add Tony Robins, Deepak Chopra, Mary Ann Williamson, Jack Canfield, and I’ll continue finding as many general interests as possible that could help me generate as many inexpensive likes as possible.
• Now I am able to reach 40 million people that I’m advertising and reaching.
• For Connections, I will leave the default which is for people that are not connected to my Facebook page.
• For Categories, I’ll leave this alone.
• For Budget, I’ll do a budget of $5 per day:
• Remember the bidding is for page likes, so we will bid for page clicks
• Manually set our max bid at $0.19 max bid per click and I expect our max bid to come in far less than this amount because of how we chose it
• Because the suggested bid was so high, I’ll start with $0.19 instead of what I said before of starting at $0.09.
• You see how Facebook suggests that you try your ad at $0.25 per bid for a better chance of reaching your target audience. That’s ok if you want your ad to start but there is no way that this will cost $0.25 per bid. I will leave it at $0.25 because I want to see the ad run for the demonstration.
• Now you can see the ad here. It is going to be pending review but once it is done, in a minute or two, the new ads will be up.
• You can see here the ads up and running.
• The ad will be listed as Pending Review
• Noticed the “Sponsored Story” – these are stories about people who like your page and how it is being shared by their friends
• After 24 hours, I will come back to review the average price and I will edit this max bid to change it.
• For example, if this max bid ends up at $0.06 per click, then I will change my max bid to $0.06 per click. The goal is to make this as inexpensive as possible.
• Things to Remember:
• Use viral photos, and short question headlines which are the neuro-linguistic pattern interrupts I discussed, all for a winning combination
• You will need to try lots and lots of ads! Keep trying new ads!
• 1 day later after posting the ad, here are price adjustments I made:
• Notice the “Ad Set” to multiple countries and I click on it.
• Then you will see the three photos, sponsored stories, and results. I will search for the ad that did the best:
• These first two ads didn’t run at all
• This second ad ran on $0.12 per like which is good, so I will build on that ad
• This third ad ran at $1.42 per like, so I do not want to use that ad and I will pause all the ads that were not winners.
• For the ad with the ducks which ran at $0.12 per page like, I will now change my max bid from $0.25 per like to $0.13 per like which is $0.01 above the average cost.
• Remember the average cost was $0.12 per page like and now I am changing my max bid is $0.13.
• This technique will help your ad become the best performing ad at the least cost per like in the ad.
Things to Remember:
• This may not work the first time and you may need to do this at least ten times before you find an ad that will work really well.
• Try different prices and try to find the winning combination that will work for you and for what your audience will like.
• Go out there and start testing!
And finally, let me know how it goes! Leave a comment and share your progress.