There are two things that make Facebook ads easy. It’s doing the upfront work and following the steps to launch your ads. The reason being is because so much has changed with Facebook ads and the algorithm.
Most approach ads with the mindset of “I need to get my ads right”. Instead, the best approach is to test and test and test some more, until “I get traction with my ads”. In most cases, it could take three days or could take three months.
Often times, when challenges show up most, they will give up and say, the ads don’t work. It’s the people who are willing to test and test some more. Those are the ones who are going to win.
The key is having the right mindset around testing. When you realize that when you are using ads to grow your business, you’re playing the long game.
Don’t forget that this is a journey. You will always be learning and testing. The testing mindset is your foundation.
You may walk into some ads that are working for you and the same for some audiences that work. You’re going to have to keep tweaking along the way.
There will be a point where they’re not going to work as well as they once were. That is okay! It doesn’t mean that you’re doing anything wrong. It’s the nature of the platform that we’re on, and have to evolve and grow as they make adjustments.
The number one mistake that I see people do is to put pressure on themselves to make Facebook ads to work for them. This is the short-term play mindset. Which leads to failure.
The proper mindset to get the most out of your campaigns
When you are clear on your end goal, you work backward from that goal. Take a closer look at the customer journey. Taking someone who doesn’t know who we are, all the way through to becoming a paying customer.
- Why are you running ads in the first place?
- What are you trying to achieve with your ads?
- What is your strategy to get there?
- What are the steps that will get them to become a customer?
- What has to happen, to build that know, like and trust factor with you, so that they will buy?
Once you have defined what your end goal is. You want the ideal avatar to do something that they can consume quickly and that will give them a quick win. Something that they can use to see some type of progress. In a matter of 15-20 minutes’ tops.
Foundational questions to ask:
- What is your lead magnet that you can make that offer in your Facebook ads, send people to your opt-in page?
- If you’re building your list, what is that offer that can attract your ideal audience and give them a quick win?
- What pain points are you solving?
You can attract your ideal audience by doing a quick video training. Something no longer than 8-10 minutes long. The key is to help them get a quick win. This way it’s helpful and it’s an added value. It’s the exact opposite of a big pitch fest.
Understand your target audience, and sub-audiences – how to speak their language
Most people make the mistake of thinking they have one target audience. When you have your target customer, you’re going to have sub audiences. The sub-audiences may be at different points along your customer journey. You need to have different conversations within your target and sub-audience.
Here are some ways to find your sub-audience:
- What TV shows they watch?
From there, use Audience Insights within the Facebook ads manager. This is what separates campaigns that are set up for success and ones that aren’t. The upfront work is what you should focus on first.
How much should you budget for campaigns?
The important thing here to remember is that there is no one way to go about this. Choose conversions as your objective. Facebook’s algorithm wants to see about 50 conversions per week, per ad set. About seven conversions per day to feed the algorithm. Over 50 conversions, over a seven-day period, roughly seven conversions a day. If you are estimating $ 5 cost per lead, that would mean that my budget for that ad set should probably be about $ 35 a day.
You do not have to follow this when setting your budget, you can start out lower. You can start off at $ 10 a day. It is important to know what goes into all this and what the algorithm wants to see. If you do not want to spend $ 35 a day, because of your budget. Start somewhere between $ 20 dollars per day range per ad set. Within the budget, set the start and end dates, if applicable.
Try to start the ads as early in the morning as possible. This way you can give them the full day in Facebook’s algorithm. Something you’ll want to keep in mind is that you want to try to get that ad set the potential audience size per ad set. Look for at least a million people in that ads set. If you need to get it to 3-4 million by grouping other interest into that one ad set, go for it.
Make sure that your interests are similar to one another. So, if you are targeting yoga pants, also go after Lorna Jane, Lululemon, Gaea, or any other yoga brand. They all have to be similar and group that into one ad set.
Let Facebook’s algorithm do the work for you. It’s very smart. The simpler you can keep the campaign setup, the better. We’re going to leverage Facebook’s algorithm to do the heavy lifting for us.
How many ad sets should you have?
It depends on a few things. If you have a small budget, $ 50 a day. Have at least two to three ad sets within your campaign. For larger budgets have anywhere between three, to five ad sets. Keep things simple. Simplicity is the key to your campaigns so that you can take advantage of the algorithm.
On the ad set level, I recommend choosing all placement. Optimizing for conversions. When you optimize for conversions, I recommend, send people from your ad to a simple opt-in page. Optimizing for the one-day click conversion window.
If you’re focusing on purchases, you can get into the seven-day. The conversion window is to think about how long it should take them to make a decision. If it’s a simple cheat sheet or a video for them to watch, it shouldn’t take them more than four days to make a decision. That’s why I recommend choosing the one-day click conversion window.
What if you are not a good copywriter?
This is the third and final level, which is the ads level. Here is a trick to becoming a better copywriter and that if you don’t know how to write good copy. Use the language that your ideal customers use. If you have customers right now, talk to them.
Use the language that they are using. Talk to them about their pain points. Talk to them about what they are looking for in life
If you don’t have any customers, find Facebook groups where your ideal customers are hanging out. Read Amazon reviews of books and products that are relevant to your target audience. Use the language that they are using. Share stories in your copy, focus on the benefits, and how you can help your target audience.
Your secret sauce comes out in how you can solve the pain points that your target audience has. Remember, to be speaking to each avatar, if applicable, within your overall target audience, remember going back into the sub audiences, because those are very likely different conversations, depending on where people are in your overall customer journey.
Should you do images or videos?
Test both! 
If you’re going to do an image, make sure that you capture attention and make sure it aligns with your copy and your offer. We’re not talking about random cat memes that are going to capture your audience’s attention, it has nothing to do with anything you do in your business. Now, if you’re in the cat business, that’s one thing. But use an image that aligns with your copy and your offer, while also capturing attention.
If you’re going to do a video, don’t overthink it, grab your smartphone, make it short. Make it a minute or less grabbing attention, speaking to your target audience and give the call to action.
As far as testing goes, do not test too many variables too quickly, if you’re on a small budget. I love that you want to test, but not overcomplicate things. If you’re starting out with a budget of like $ 30 a day, I would do two, maybe three variations of copy, and the same for images or video. Since we’re using all placements, we chose all placements at the ad set level, if you’re just starting out with that, and you’ve got a small budget, I would simply use the same creative that you are going to be testing out across all of the placements. Just make sure to look at the different previews of each ad placement, to make sure that everything looks okay.
What’s next after you submit your ads?
Wait for Facebook’s approval. Once it goes live, leave it alone for the first three to five days. Let your ads marinate in Facebook’s algorithm for at least three to five days. Then you go back and start to optimize.
My Final Thoughts
If you are brand new to Facebook ads and want to learn. You must have the following if you want to succeed:
- A support team and system that will help build your business.
- A mentor that will take you by the hand and help you reach your dreams and goals.
- A constant flow of new leads and prospects that want to join your business.
It is not easy to be successful in an online business and which is why more than 95% fail.
I would suggest that you check out my number #1 recommended program for making money online and learning Facebook ads.
This program is the reason why so many people are having success with a ‘work from home business’.
I would love to hear from you if you have or haven’t used Facebook ads to build your business.
Please share your experiences by leaving your feedback below.
The feedback will help out those who might be on the same boat as you.
Nate Leung
