This document provides guidance on using Facebook ads effectively. It explains that Facebook ads allow anyone to advertise, have the lowest costs, and provide powerful targeting capabilities. It recommends establishing trust with potential customers by educating them and building a relationship before making sales offers. The document outlines best practices for Facebook ads, including targeting the right audience, designing engaging ads and landing pages, using call-to-actions to nurture leads, and analyzing conversion metrics to improve campaigns. It stresses testing different ad elements to optimize performance.
This document provides guidance on using Facebook ads effectively. It explains that Facebook ads allow anyone to advertise, have the lowest costs, and provide powerful targeting capabilities. It recommends establishing trust with potential customers by educating them and building a relationship before making sales offers. The document outlines best practices for Facebook ads, including targeting the right audience, designing engaging ads and landing pages, using call-to-actions to nurture leads, and analyzing conversion metrics to improve campaigns. It stresses testing different ad elements to optimize performance.
This document provides guidance on using Facebook ads effectively. It explains that Facebook ads allow anyone to advertise, have the lowest costs, and provide powerful targeting capabilities. It recommends establishing trust with potential customers by educating them and building a relationship before making sales offers. The document outlines best practices for Facebook ads, including targeting the right audience, designing engaging ads and landing pages, using call-to-actions to nurture leads, and analyzing conversion metrics to improve campaigns. It stresses testing different ad elements to optimize performance.
This document provides guidance on using Facebook ads effectively. It explains that Facebook ads allow anyone to advertise, have the lowest costs, and provide powerful targeting capabilities. It recommends establishing trust with potential customers by educating them and building a relationship before making sales offers. The document outlines best practices for Facebook ads, including targeting the right audience, designing engaging ads and landing pages, using call-to-actions to nurture leads, and analyzing conversion metrics to improve campaigns. It stresses testing different ad elements to optimize performance.
Simplified Why Facebook Ads ● Anyone can get in the game - not just big brands ● Lowest cost of advertising compared to TV, Magazine, Radio, Google, etc. ● No other platform or advertiser has the information Facebook has on all of us ○ This is why Facebook ads provides the highest form of targeting than any other advertising Why your ads aren’t working No strategy - most are posting a photo and book now which doesn’t work anymore
No message or story
Not interesting or engaging
Not targeted to the right audience
No nurturing a relationship - asking for marriage when you haven’t even met yet
FACEBOOK IS A SOCIAL PLAYGROUND, NOT A STORE
Establish your position KNOW >> LIKE >> TRUST
Engaging and enticing education
They meet you, decide if they like you, and build trust
Build value of what they will get from you
Make an offer to connect
Book and do business because you are friends now
Rules of the Game for Advertising Online ● Read and get familiar with Facebook’s Advertising Policies https://www.facebook.com/policies/ads/ ○ If you get shut down that’s it. Very difficult to get your account reopened without knowing someone at Facebook. ● Your website and/or landing page must include: ○ Terms of Use/Service ○ Privacy Policy ○ Available at lawtog.com for purchase
All social media and online advertisers have these requirements
Educate yourself on your local laws (Canada requires double opt-in to email list) 5 Steps to an Effective Ad Campaign 1. Targeting a. Who is the client - Demographics, Behaviors b. Where - Where do they live; Where do they hang out 2. Ad Design a. Headline b. Description c. Image/Video Design 3. Call To Action a. Ad ----> Landing Page ----> Emails 4. Landing Page a. Send them to your page or website for more specific information and value 5. Nurture & Follow-up a. Get email b. Send email sequence Objectives and Conversions Video converts best and is lowest cost
● BTS ● Slideshow ● Showreel
Best Objectives:
● Increase conversions on your website (Facebook targets users who take
more action to sign up for your list or buy) ● Get video views (FB targets users who watch more videos) ● Collect leads for your business (Get users to sign up for your magazine without leaving FB, which is what FB wants!) 1. Targeting WHO is the message for?
● Age - teens, 20-35, 35-50, 50+
● Gender ● Life events - engagement, new baby, divorced, etc. ● What type of shoot - personal branding, Fabulous 50s, high school seniors, etc. ● Where do they hang out? - Facebook pages, groups, brands and leaders they follow ● Where do they live - Don’t target everyone in the US if you only shoot in TX
This is why BOOST POST is not effective unless your target clients are your fans. 1. Targeting - Audience (Location, Age, Gender) 1. Targeting - Audience (Life Events, Relationship) 1. Targeting - Audience (Interests) 2. Ad Design Choose from Photo, Carousel (multiple images), Video, or Slideshow 2. Ad Design Headline
Description
Landing Page URL
3. Call to Action on every contact 1. Ad 2. On the landing page 3. In your email sequence
How to build the relationship:
LEARN MORE >> DOWNLOAD >> CONTACT US
Ad Landing Page Thank You Page/Emails
Promote CONSULTATION >> BOOK
4. Landing Page Goals:
● Entice so they want for more information (video and images)
● Get their email ● Educate by sending magazine and starting a nurture sequence by email
Bonus:
● Install Facebook pixel
○ Even if they do not submit their email, you can send them more information through further ads in Facebook ○ Visitors become warm leads and are more likely to take action because they are familiar with you now 5. Nurturing the Relationship - 7 Email Sequence 1st contact: Introduce & Engage; Send what you promised (voucher or magazine)
2-5: Position you as the right choice (go deeper on WIIFM)
What will this type of shoot do for them (remember your targeting in 1)
Behind the Scenes of this type of shoot
About You & Your Team/Studio Tour
Client stories & Testimonials
Products and Packages
6-7: Hook & Sell with Powerful Call to Action and Offer - Voucher/Consultation No Conversions If your ad is not leading to consultations one of these is off:
● Targeting is not correct for the shoot you are advertising
(e.g., 20 year old model photo/video for 50+ shoot) ● Your ad is not engaging - test another image/video, headline, description, CTA ● Your landing page is not enticing - Show them good reason to want your PDF ● Your email sequence is not offering enough value
If you are getting consultations but not booking
● Watch the sales intensive
● Watch self value videos Advanced Strategies Define your audiences and retarget them with more ads determined by where they are in your sales process
● Cold: Never been exposed to your business
○ Use the lead generation strategy taught here ● Warm: Have watched a video, visited your website, click on an ad ○ Show more engaging content and ads to get them into your email sequence ○ Create an audience from the Facebook pixel you installed on your website/landing page or from viewers of your video ● Hot: Current or former client, subscriber on your email list ○ Upload your current database and show them new services, products, events, etc. Bonus Tips ● Ads can run on Instagram simultaneously, reaching 2 networks ● Design your ad for the HUMAN, not your brand. Know their needs, fears, desires and use their language. Show them, don’t tell them. ● Connect socially and emotionally. Respond to all comments and questions. ● If someone trolls your ad either delete their comment or respond professionally. No negativity. ● Tell a story. Start the story in the ad, continue it on the landing page, finish it in the download and email sequence. Bring it full circle and connect it to your viewer/reader. ● A good ad budget is $5-$10/day. Change your ad every few weeks or month or when it stops generating new leads. Facebook Ad Mentoring Joanna Ziemlewski
