In this trying time of countries shutting down because of the COVID-19 virus, many businesses are wondering what they can do to improve or at least maintain their sales and profits.
With less people going out and more people moving online you as a business owner need to focus generating profitable leads from your advertising campaigns.
This means strategic advertising not boosting cat memes and funny videos that get likes, hearts and shares but zero leads and zero sales.
In the video below we share with you a case study of how we generated 42 leads from a $40 Ad Budget and some fundamentals around that case study that are going to help you generate the same results.
These results don’t come from boosting posts, but being strategic about your content, your placement and more importantly the process. Understanding that your Ad is just one part of your sales funnel and having all these aspects in place is of great importance.
Businesses need to advertise strategically.
If you’ve weathered the storms of different times, where economies have gone up and down, you know that one of the first things companies do is cut back on their marketing efforts, specifically advertising and sponsorships. We’re here to help you maximize your advertising budgets and actually get more leads than ever before.
Here’s the deal we’ve done advertising before, we’ve done advertising for years, but if we got 10 good leads from any single campaign that was alot.
We’re not talking about just throwing a $10 at a single post. We’re talking about budgets upto $1500 – $2000 USD advertising campaigns. (and guess what, that’s small change for real marketers advertising on Facebook.)
We’ve been trained by the likes of those spending that much in a day! Now you know that if you’re going to spend $2000 USD advertising in one day you better know what you’re doing.
And this excludes likes campaigns. So we’ve suffered, burned a whole in the pocket as some people like to say, but the reality is we never truly experimented with a process.
And this is important. For the last six months we’ve taken a step back and looked at some big players (the ones that spend $2K in a day on advertising), observed, invested in courses and studied what has to be done. It’s amazing what you can do with a little education! And here’s the big part and implementation!
After all this research we didn’t put it on the shelf to collect dust.
We tested and tested some more!
And guess what ….. Still testing but we have results!
42 high quality leads from a $40 Ad Budget!
Truly I never thought results like that were possible to begin with…. I digress
So what’s the structure you ask, what’s the “missing piece”.
Nothing is missing but a process and it’s what we deep dive into when you schedule a call with us.
How to Structure your Ad for Results
So advertising as we’ve said before is NOT boosting a post. Just because you spend money doesn’t mean you did good advertising.
You’ve got to get familiar with and COMFORTABLE with your Ads Manager because that’s where all the good stuff is.
If you choose to continue boosting firstly you’re not going to get good leads and you’re not going to:
- Understand your costs per conversion
- Understand or know if your ad is relevant
- Which aspect of your ad needs tweaking and possibly impacting your leads, sales or cost.
Components of Your Ad that Matter
- Ad Copy which includes:
- Copy Text (status update)
- Description (looks like the meta description on a website) but not always visible to your audience.
- Objective – this is what you’re optimizing for. Most businesses want leads and sales. Clicks to website is also good, but you’re not in the business for views, likes, shares, comments etc. Our objective was to get more messages to follow up with people using our chatbot.
- Creative – this is the artwork or video. (we can do an entire training on this alone)
- Image – remember text to image ratio. Ensure people are not looking out but looking at what you want them to do. Use color selectively not too loud, not too soft that it just blends in and make images look real and natural. Gone are the days of stock photography. You can always check to see if you’re within Facebook’s Text to Image ratio rules by using this tool.
- Video – make it short and to the point. Get your CTA in early , give a little content and then CTA again! Make sure you always GRAB the Attention. Our creative was a short 1 minute video.
- Targeting. Targeting is important if you have the exact profile of your audience. You can target based on demographics, interests, geo-location, behavior etc. What we realized is that since we don’t have the exact profile using all of Facebook’s wonderful targeting made no sense for our test. So we left the audience as broad as possible.
Here’s why. There’s a Myth of Targeting.
Yes it’s true on Facebook you can target people who went to St. Joseph’s Convent after 1980 from Arima currently living on NY and went to college in Washington DC and started working X company in California one month ago!
A business owner would get really excited about that kind of information because if that’s the person they want to target Facebook lets you, but here’s the catch!
Do you know if that’s the person who is going to BUY from you!
Again enter the process that we’ve been testing.
What’s the point of narrowing down your target if you don’t know who’s going to buy from you. Every business owner thinks they know who their customer is.
Here’s the deal you know who you WANT your customer to be, but you don’t know what information they have shared with Facebook in order for you to find them and that’s the cold hard truth especially in our local market.
So doing all the fancy target is not beneficial for your business.
The above video was the beginning of the process. We’re here to help you get started.