Facebook Ads: Facebook Ad Strategies to Grow Your Business in 2019
If you’re trying to find the best platform to find your customers, you should strongly consider Facebook for Lead Gen. It’s a massive audience of people who spend unconscionable amounts of time on the platform. Even better, the platform itself collects massive amounts of data on that audience, which you can use to your advantage.
Want to know where to find your customers? Facebook’s estimated 2.7 billion active monthly users probably include a few of them.
With Facebook’s advertising platform, you’ve got access to an audience that shows actual interest in your offer. You can bring them to your site by crafting irresistible ads.
Facebook Ads in 2019 are like Email Marketing was in the 90s.
‘Twas a magical time. Open rates were sky high, CTRs were phenomenal, and you could just get people to buy things right through cold email, because they liked using it, and they trusted it. Email felt like the future! But, as one of our favorite Marketers says, “Marketers ruin everything.”
Times change, trends come and go, and underpriced goods and services eventually reach equilibrium as word spreads. There will never be one method or platform that will work indefinitely. For now, though, if you’re looking for your best bet to grow and scale your business, Facebook Ads are probably the best method.
Facebook Ads vs. Google Adwords / Google Ads
If you’re familiar with Google Adwords (the now re-dubbed, Google Ads), you should know that targeting potential customers on Facebook works completely differently than Google’s platform.
When you give Google your search query and impatiently wade through the results on the SERPs, you might occasionally click on ads. Ads are how Google generates most of their revenue, because they place companies there based on 1. their reputation 2. their open wallets.
So Google’s targeting is based on what users are searching for, which sounds like a miracle but is not always ideal in practice. Some brands and topics are sufficiently ambiguous that a user could search for one thing, see an ad for another, but click it anyway because they think it’s what they were looking for in the first place.
This wastes ad budgets, and it’s one of the reasons for Negative Keywords – but that’s a whole other Digital Marketing page.
Facebook, though, has access to a lot more personal information than Google does. Google may know your location and your deepest darkest fears, but Facebook’s got your
- demographics data
- entire life on a hard drive
As marketers, we find this pretty beneficial, because if you only do Lawn Care in a few zipcodes, you can opt to only run your ads to Homeowners in zip codes 99XX9, XX888, and 4X4XX4.
If you only do big jobs, say, larger houses and higher incomes?
Up the age ante and target those who are more likely to have achieved financial success in life, as well as those with affluent interests, such as golf, yachting, etc.
If you really want to nail down a specific (hopefully qualified) group, you could combine requirements, so that people must be 35 or older, and be interested in golf, and live in the 99XX9 zip code, and own his home.
Finding Your Target Audience
Who is your ideal customer? Where do they live, what do they do, what are they like, and how to they behave? Most importantly, what do they buy, and why?
How to Write Ad Copy for Facebook Ads: The Basics
If you’ve never written ad copy before, you should know some fundamentals.
The Call to Action, or CTA.
Let’s look at some examples from our CEOs personal portfolio. While our marketing approach varies depending on your businesses branding, story, and values, you’ll notice this ad is just a bit more edgy, because he’s aware of how hard it is to get consumer’s attention these days, and he’s comfortable with the perceived risk.
What elements are designed to attract attention? The Hook is present in the first couple lines, as it should be.
You only have 2 seconds to either capture your audience’s attention, or not.
- All Caps
- Attention-grabbing Emojis
- Exclamation Points
- #PriceAndLocation -> bit.ly/abcdefg
The offer is a good balance of direct and indirect selling – we tell viewers that the price and address are available, and provided a link for viewers to visit if they might be interested in the property.
We used the link shortener at Bit.ly because it cleans up long links, looks more legit, and overall makes your Ad Copy look neater.
Unless they have a clear strong personal need or immediate gain from reading your Ad Copy, when people have trouble reading, they just stop reading. The same goes for when they get bored, which is why we will touch on Storytelling and humorous ad copy.
The Call to Action
Call to action sounds like the cheesiest part of the copywriting checklist – like we’re summoning Superman or something. Nonetheless, it’s the most important Without it, you could’ve written in steps 1 and 2 with flying success, but simply forget to tell the reader what to do, and you still fail.
It sounds ridiculous, but it’s true. It’s been tested over and over again, and calls to action are necessary. There’s somewhat of an art to them, actually.
It’ll be the Call -> Action
- Click ->here
- Learn -> more
- Browse -> Now
- Get -> offer
- Buy -> Now
- Join -> Free
- Sign -> Up
- Enroll -> Now
- Watch -> Now
Get Your Customers Attention: 7 Ways to Write Ad Copy That Converts
- Use attention-grabbing Action Words
- Make your Ad Copy as targeted as possible
- Create Fear of Loss
- In your Copy and CTAs, Appeal Emotionally
- Make people laugh, or Tell a Story
- Strategically place “all-caps” and emojis
- Write in Conversation Speak
News Flash: Attention is expensive.
When someone reads your ad copy, it’s essential to keep their attention.
There’s no other option – once you lose them, you’ve lost them for good.
The 7 tips above revolve around keeping interest. We make our copy full of interesting verbs (action words) to hopefully get the reader excited.
We target the copy so that the reader feels like we are talking directly to them. What of these sounds more personalized?
- “Men, you need this product!”
- “Engineers, you need this product!”
- “Florida Electrical Engineers need this product!”
Bring the reader’s Pleasure Seeking or Pain Avoidance instinct to top of mind.
The reader should either need your product to gain pleasure, or to avoid pain. There are no other options.
People make decisions emotionally, and backup their emotional decisions with logic later.
Again, just so we’re clear, people:
- Decide Now emotionally
- Decide “Why” Later logically
You aren’t going to sell most products and services with a list of the logical reasons why one would buy it.
You’ll sell most products and services with imagery, projecting the prestige gained by the customer having and using the product or service.
What Emotional Appeals Look Like
“The A/C system is hyper-programmable, so the temperature will be perfect every day when you wake up.”
“Imagine waking up to the perfect temperature in your new luxury apartment every day, you’ll love being reminded that You’ve Made it.”
We Are Wired for Stories
Stories are an essential part of culture because they define it and tie it together. Culture itself is merely an emergent property of social structures, and social structures are requisite for human survival itself.
Needless to say, the human affinity for stories runs deep.
This is also why brands are so appealing.
Brands take fungible (largely indistinguishable) goods and wrap exciting, elegant, impressive, inspiring, and heartfelt stories around them.
The planning and execution behind Branding is collectively called Brand Strategy.
As copywriters, we write stories into everything we want to sell – whether it’s an article, a product, or just a few lines of text on a Facebook Ad.
Emojis aren’t professional.
Being professional isn’t professional, if in 2019 you’re relying on the 1920s definition – or even another culture’s.
First off, every time a writer writes “times are changing,”
- it’s still a hackneyed phrase
- it’s still always true
Second, professionalism is no exception. In 1995, if my voicemail asked you not to leave a voicemail, but to text me instead, what would you have thought?
Who the hell’s this guy think he is? And what’s a text?
Boom. Business lost.
Nowadays, just interacting with my peers, I’m mostly shooting around text messages, because except for one or two sticklers, everyone considers themselves too busy to have to put a magic box to their ear to talk to someone even thousands of miles away.
I personally write EVERYTHING like I’m writing ad copy, which basically looks like my girlfriend constantly asking me why I capitalized words, like “Child” in an ad for her company.
We’re treating their Children with the respect they consider for them, I told her. If we had their names, we’d capitalize those, but this is all we have.
She politely disagrees, and I face that she’s the client, so it’s her call. *sigh*
In all seriousness, we do have a bit of a different way of thinking in this regard, but she makes me a better man, so I don’t complain.
Anyway, a few closing remarks on this note:
- The frontiers of professionalism show emoji appearing more and more, and not only because they get attention.
They’re also still in their infantile stages of use for marketing purposes, meaning there’s low competition. People haven’t already “seen it everywhere”.
Which means, hurry. Marketers ruin everything.
- Ad Copy has never been synonymous with professionalism. Ad Copy is about trading attention.
Ad Copy has always been more daring, more creative, more rule-bending, than boilerplate professionalism. That’s why it’s called Ad Copy. It’s not about whether to wear jeans to work or not, it’s whether anyone even notices you at work while you’re there.
- Emojis are relatable.
Consumers use them in texts to anyone from their girlfriend to their grandma, and shockingly, grandma is now creating her own emojis.
Lead Magnets: Fearlessly Give Massive Value
- Offers and Discounts
- Free Trials
- Special Calculators
Lead magnets provide something for free, or for extremely cheap (like an eBook that supposedly costs $30 that they’re willing to let go for just $0.99).
Some business owners and marketing departments we consult with don’t see the value in offering something for free. When we tell them a strategy utilizing a Lead Magnet (Facebook ad campaigns are one of the best applications for this), they sometimes say things like this:
- You want us to start giving that away? What are you, my competitor?
- If we tell them how we do it, they’re just going to do it themselves.
- Well why would they buy our service if we give them a FREE ebook that tells them how to do it themselves?
Good question, simple answer: Most people are lazy, most of the time.
Most of the time, people assume it’ll be easy to learn what you do and do it as well as you do, the goal being for them to save money. The reality is usually not at all what they’re expecting, and their personal efforts drop off or fail to launch in the first place.
You’re still offering them a greater understanding of what you do and how you do it, as well as an appreciation of what you do once they try and fail, try and get tired of it, or just realize from what they’re reading that they do NOT want your job.
There’s no catch or “joke,” but if there was, the joke would be on the customer, not your business.
Don’t be afraid to give massive value.
How Lead Magnets Work:
Lead Magnets work in a few ways.
- They create a psychological debt in the customer’s mind.
- They collect customer information
- They begin building trust
Every interaction you have with a stranger online is an important one, which is particularly so early on in the relationship.
Step 1 – They see your ad
Step 2 – They’re interested in the offer, and click
Step 3 – They realize they have to forfeit their email (maybe more info) to get what you’re offering
Step 4 – They make a decision – they’ll decide to share their information (opt-in) or not, and there are things you can do to improve opt-ins
If they do opt-in, congrats, you reach Step 5.
Step 5 – Deliverance. You either give what you promised or not. The sooner you give, the better. If you can have them put their email in and then just open the Lead Magnet in a new window for them to download, perfect. If you actually email it to them, try to make it happen quickly and automatically. Automated Lead Magnets will save you a LOT of time.
If you haven’t automated Lead Magnet delivery, make sure you set expectations up front – your Thank You Page is a good place for this – so that customers know it could take up to 12 hours to arrive. If you say it’ll be delivered in 12 hours, make sure you send it in 12 hours.
Like I said: Company-Customer relationships, like all relationships, are built on trust.
At Dev Bev Co, our team always automates every possible aspect of client and partner campaigns, while regularly monitoring any automated aspects daily so that none of your customers are ever left waiting.
If you’re intent on being a do-it-yourselfer, there are some additional tools you should consider. We recommend a few basic drag-and-drop Landing Page builders, ranging from $27/month to $297/month. They also offer varying free trials, and if you cancel before the trial is over you won’t be charged (but we all know that trick).
Drag and Drop Landing Page Builders:
(We aren’t currently an affiliate of any of these 3 companies, it’s just that we’ve used all 3 of them with success.)
Lead Magnets: Where to Get Them
As far as Lead Magnet sourcing, you have some options. There are white-labeling services where you can buy content that is sometimes customize-able, either drag-and-drop template-based or with a designer.
We don’t have any to recommend because we’ve never used this strategy, but we do provide White-Label Content and Lead Magnet Services.
All White Label Content is custom quoted, so Contact Us for more info.
Lead Magnet Pay-Off: What to Do When Lead Magnets Work
Chiropractors: Who are they going to visit when they decide to make a move on chiropractic services, the three that send them emails with generic health and wellness tips, or the chiropractor who gave them 45 page Ebook about at-home chiropractic strategies?
Realtors: Will they call one of the 5 realtors they know (that’s right, our founder is/was a licensed Realtor, we know all about how competitive it is out there)
… or will they call You, because you gave them a free 20 page guide on the neighborhood you’re interested in, featuring the best parks, bars, restaurants, and information to get settled once they decide on a place?
Sure, they could take your 45 page Ebook or your Neighborhood Guidebook and run – but if they do that, they would’ve anyway. The point is, marketing has always been a numbers game, and it’s a game you’ve got to play if you want to succeed.
- Get a Valuable and Unique Offer
- Post well-written ads to the platform of your choice (we recommend Facebook Ads, at this time)
- Drive traffic to a landing page
- Optimize your ad copy, ad media, audience, landing pages, and other factors
- As customers enter the funnel (opt-in), continually nurture them to move them down the funnel.
- Even as customers exit the funnel as paying customers, don’t stop adding more leads (cold traffic) to the top of the funnel, as long as you can handle the volume.
What about the risk of loss?
- Are Giving away high quality value
- Have a good reputation (or even if you’re brand new)
- Are honest and transparent with expectations and communication
- You are consistent and don’t quit based on short term performance after a day, week, month, or even a few months…
Hint: The last one is the most important for your long-term success, and NOT following it is the biggest reason people’s marketing strategies fail, and arguably the reason most failed marketing strategies in general.
… Then given sufficient time, you should have a very small risk of failure. In the unlikely event that you do fail the first time around, rinse and repeat the process with a different Offer. Test, then test again.
Social Media Marketing: Beyond Facebook Ads
Facebook is hardly the only social media network; in fact, there are several rising players in the social media marketing space.
Pinterest, for one, has been adding to and expanding their ad platform of late. They recently revamped their Ad Manager and added some pretty lucrative Product Pin features.
Do you sell cute things? What do people visit Pinterest for besides to find and often buy cute things?
Think of your ideal target audience, and who they are, what they do, where they congregate, what they put in front of their eyeballs. What social network would they be on?
For example, not Facebook but LinkedIn is bar-none for B2B marketing, for obvious reasons.
Sell products to graphic designers and creatives? Dribbble.
More to come on Alternate Network Platforms for Social Media Marketing –
But for now… Need help or have questions about Facebook Ads, Facebook Marketing in general, or Social Media Marketing as a whole? We’re happy to answer them. Please don’t hesitate to Contact Us Today!
Frequently Asked Questions
Are Facebook Ads CPC, Cost per click?
The Facebook Ad Platform offers several options for how you may opt to spend your budget, one of which is Cost Per Click. However, Facebook also offers payments based on pageviews and other steps in the conversion cycle.
What are Facebook Ad Impressions?
Facebook Ad Impressions are the number of times your Ad has been on someone’s screen, whether they looked at it or hovered over it, or not. What they are not: Impressions are not clicks, nor are they even guarantees that someone registered what your ad even means.
Can Facebook ads target groups?
You can run facebook ads to a target group, if you are an admin for that group. Facebook doesn’t allow you to target groups you do not have admin access to.
Can Facebook Ads hear me? [just know, this FAQ answers REAL common Google Search queries containing the phrase “facebook ads”]
We sure wish they could, to be honest. Facebook ads cannot hear you, though it is common to unconsciously exhibit interests you didn’t realize you were, like hovering for a big over the bikini ad, or using a site that google knows is associated with buying a new home.
Can Facebook Ads link to my website?
Your Facebook ads can link to your website, however there are also simple options for avoiding site visits, especially if you do not have a site yet. Landing page builder services do exist, and we create Landing Pages for our partners.
Can Facebook Ads target individuals
Facebook ads can target an audience of individuals that either meet a certain criteria (your chosen Audience), based on who has already responded to one or more of your ads, or based on an audience that “looks like” an audience you have previously drawn – Lookalike Audiences.
Are Facebook Ads Targeted?
Facebook Ads are targeted, however they can be targeted in many more ways than other digital Advertising platforms have managed. Facebook Ads targeting is based on Demographics data, behaviors, and interests.
Are Facebook Ads easy?
The concept of Facebook ads is simple, but finding the right combination of factors that leads to a successful Ad Campaign isn’t easy. We have a dedicated Facebook Ad Specialist on our team who Formulates, Strategizes, and Executes Facebook Ad Campaigns for businesses like yours. We currently only have space for 1 more ad account at this time. If you’re wondering if Facebook Ads Can Grow Your Business, don’t hesitate to Contact Us.
How Long do Facebook Ads Take?
We tracked the hours in our most recent Campaign Setup, and here’s what we found:
Over 4 weeks, from Audience and Competitor Research, to Campaign Design, to the 1st, 2nd, and 3rd Split Tests, about 68 hours total were spent.
Most of the initial work in a Facebook Ad Campaign will be upfront, as in Step 1 testing is done to determine the best audience to be targeting in Step 2, Step 3 and Step 4. Each test builds on the others, and it’s essential, but not easy, to keep everything clear and organized. Even a Digital Marketing pro, if poorly organized, could easily make costly mistakes in Ad Manager if careless.
Are Facebook Ads Free?
Facebook’s ad platform is free to use, however running ads costs money, charged on an impression, per view or per click basis. If you a business owner and are considering running Facebook ads yourself, see our Facebook Ads: The Ultimate Guide. If you can handle it yourself and it’s the best use of your time right now, we’re happy for you! But – If:
Your Time > Money
Your time and expertise is better spent on other things
You aren’t a Facebook Ad expert and don’t want to have to become one
If you have just a few minutes today, we’d love to have a chat about what we can do for you and your business. Contact Us if you can take just a moment.