One of the biggest fears about Facebook Ads is knowing whether or not it's going to work. It's a risk and a gamble to us as business owners and entrepreneurs if we wrote the right text, selected the right photo, and chose the right audience. I've been noticing that there is A LOT of information out there about Facebook Ads. Even I have seen great results (over 200 leads in 23 days!) using Facebook Ads. But no one really talks about how you know if it's working or what happens when your ad isn't working.
Kristen Disclaimer: I'm about to be vulnerable, personal, and admit some mistakes that most social media marketers wouldn't reveal to their audience. If you're interested, read on.
So, here's a Facebook Ad that I've been working on. Truth be told, it's not doing so hot. In 24 hours, I've gotten 3-4 conversions. “What's wrong with that?”, you might say. And honestly, that's not bad. When I spend $10 per day (that's what I was spending on this Facebook Ad), that's about the typical result I get. But I'm a little disappointed. The audience for this Facebook Ad was a highly targeted audience so I expected it to perform much better than my average Facebook Ad.
When my Facebook Ads are not performing to my standards (let's get real here: I'm paying for them, so I have a certain expectation level of what I'm going to get out of my Facebook Ads), there's 3 things I look at: my image, my text copy in my Facebook Ad, and my audience. For now, let's concentrate on the text in my Facebook Ad. This is my weakest area when it comes to Facebook Ads and for most entrepreneurs this is their trouble spot as well.
I seem to hit all the areas that are critical to the text in a Facebook Ad: I hit the pain point (lack of customers and clients and where to find them), I let the prospective customer know what they're getting and what's in it for them (what's in the guide), and even that it's a proven method (over 200 leads in 23 days and how I did it myself). All in all, not too bad. So, what's the problem?
The problem is that my headline (the first sentence to grab people's attention) is a little weak and not very specific. If I'm more specific about the pain point, I'll draw more people to click on my Facebook Ad. Specificity is key with Facebook Ads. The more specific you are, the more likely you're going to get clients and customers who are a good fit for your products and services.
Another part of my text in my Facebook Ad that could be improved is a call to action at the end of the text. Even though my call to action is made clear (“Grab your FREE copy now!”) in the beginning of my text, it wouldn't hurt to add another call to action after I explain what they get by downloading the Facebook Ad Secrets Guide. Even though my call to action is expressed in the image, the “Download” button at the bottom of the Facebook Ad, and in the beginning of my text in my Facebook Ad, I'm not sure where the emphasis will be when people are looking at my Facebook Ad. People pay attention to different things.
I'll keep you updated on my Facebook Ad experiments, but if you want to know how I got over 200 leads in 23 days using Facebook Ads, check out my free guide: “Facebook Ad Secrets: 0 to 200 Leads in 23 Days! (And You Can Too!). It's my step by step formula for EXACTLY what I did to attract those 200 leads using Facebook Ads: Click here to get your free copy of this guide!