Azriel Ratz from Ratz Pack Media gave an informative presentation on Facebook ads while at Social Media Marketing World. The strategies he presented are very much in line with what others were presenting. He began by giving some very important advice. Before you start pushing people through your funnel with your ads, make sure everything works. If your capture page is broken, then you are unnecessarily spending money. Test all your systems.
When creating an ad, you are focused on three key elements: who, how, and what. Your target is the who. Your ad is the how. Your product is the what. With an understanding of these elements, you can see if your campaigns are on target.
Four Vital Metrics
Ratz recommended keeping an eye on four important metrics:
- CPM – your audience plus the ad
- CPC – the ad appeal
- Time on site – effectiveness of your funnel
- Conversion Rate – offer/product
You want low CPM and CPC. You also want high time on site and conversion rate. It is important to be able to see the data to see if everything is working correctly. Ratz shared tips for identifying where to start looking when things are not as expected.
The overall goal is to guide potential customers down the customer journey. You don’t want to push the wrong ad in front of the wrong people or the wrong offer to the wrong people or the wrong product to the wrong people.
Who
When focusing on the who. You need to identify your right audience. This means doing some research and building different ad audiences. You will then create a single campaign with multiple ad sets. Each of the ad sets will target a different audience. Send them to the same ad and offer.
How
The how focuses on the advertisement that you are going to use. The purpose of your ad is to move people from one stage of your funnel to another. By looking at the metrics of your ad and the pages that you are sending people to, you will be able to see the success of the ad.
At this point in time, you will want to create variations of your ad to see which headline, copy, and creative (image or video) works best. He recommended testing variations of creative first. Once a creative is decided upon, then start working on the headline.
What
To determine which offer will work, create multiple campaigns for these different offers and use the same principles for audience and ad to find the right offer.
To scale what works, create lookalike audiences. You can also build audiences based on interest groups.
Next Steps
Ratz left us with next steps based on these three elements.
- Who: Build a customer persona to test audiences.
- How: Map out your funnel and create ads to move people through your funnel.
- What: Create campaigns for your three best products.
This was a very informative presentation. I am following up by taking his course.
Additional Reading
- #SMMW19: How to Use Facebook Ads and Organic Posts to Build a Sales Machine
- #SMMW18: The 3-Step Strategy to Turn Attention Into Revenue on Autopilot With Facebook Ads
- #SMMW18: How to Ensure Your Facebook Ads are Profitable Every Time
- #SMMW19: How to Create Ads That Convert: The Anatomy of a Perfect Facebook Ad
- #SMMW18: Facebook Ad Strategy for Small Businesses
- #SMMW18: How to Use Facebook Custom Audiences to Get Better Ad Results and Lower Your Costs