Yes, today is the day! You, yes you, are going to learn about Facebook advertising!!
Why now? Well, we’ve seen entrepreneurs put off Facebook advertising for far too long.
We get it, Facebook can make it intimidating to get started, and spending money on marketing, albeit necessary, can be scary
But, it’s our job to change all that by demystifying the Facebook advertising process.
Honestly, launching ad campaigns can be scary. Of course, you don’t want to waste a bunch of money on Facebook advertising campaigns that don’t convert.
Our first piece of advice? Simply, don’t reinvent the wheel.
Really, the smartest marketer in the room knows what their competition is up to. Start here, by pulling existing inspiration from your industry’s trends to educate yourself on what’s already working.
Yep, we’re suggesting you spy on your competitors before getting started!
Now, if you don’t already know who your competitors are, here is a simple way you can find them!
Go to your Instagram profile, then click the arrow next to “Contact”. Up next, Instagram should populate with various accounts that are similar to yours.
Sift through the results, finding some direct competitors. Go on, repeating this process on more like-minded profiles to discover additional competitors.
For this purpose, make a list of 3-5 top Facebook advertising competitors you admire in your space.
On our team, we like to add ours to a spreadsheet that lists the competitor’s assets like Instagram, their following, and website. That way, we can quickly check up on these accounts.
7. Abandon checkout:
Remember, stay tuned in to what your industry leaders are up to via Facebook advertising. And, ask yourself what you could be doing to spice these ideas up. Inevitably, that’ll set you apart.
Now, you’ve got an understanding of what’s already out there. Okay, let’s jump into making enticing visual creatives and copy that actually sells!
Take note, great ads are more than just pretty pictures! So, let’s zoom in on what makes a truly eye-catching creative. And, one that sells at that.
Though, you don’t have to be a designer-photographer-stylist extraordinaire to get a positive return on your ad creatives. In reality, you just need to know the guidelines while sprinkling in a few of the tips below to produce something your potential customers will love!
Think about when you’re checking in on the goings-on, scrolling through your Instagram like a madwoman, when something flashy catches your eye. We actually made a Facebook just group for this, called CORE 3. Join here!
This is what you, as an advertiser, need to be aware of and emulate to create a great ad.
Keeping your customers in mind, ask thyself when creating ads, “What stops thee in scrolling, and therefore, what will stop thy in scrolling?”
Movement may appear in the form of a Facebook carousel or catalog ad as well as a poll add-on. Or, you may create movement with slideshows and video creatives.
Don’t worry, you don’t have to be a videographer! You can use Facebook’s ad creation tool to simply upload photos to make a slideshow or a video with text overlay.
Eye-catching, bright colors stop users from scrolling but so does negative space. Play around with both, but don’t stray too far away from your existing brand’s attributes.
Over time, we’ve found that high-contrast and slightly over-saturated photos tend to out-compete others. So, turn up the contrast and saturation ever so slightly to make your ad POP!
We’ve all heard it, and we’re here to tell you – it’s true. When creating an ad, you must keep the platform(s) you’ll be running it on top of mind.
This way, you can size and resize your creatives to take up maximum space, and therefore exposure, in the feed!
Here, have some of our favorite tools:
Get creative and seek feedback from your teammates or influencers in your field.
You’ve got a good idea of what kind of visuals you’ll create, but which ad type should you work with first? Through this next step, we’ll spotlight our favorites…
‘Cause, not all ad types are created equal! In fact, the first ad type that we recommend to our clients is the Facebook Catalog.
Often called a Dynamic Product Ad (DPA), it’s basically a database of your products ready to advertise and sell.
It connects directly to your site to collect information on your inventory, like whether a product is stocked and if a price or description changes.
What’s more, your catalog can pull information from your store on a daily basis so your catalog ad campaigns stay up to date.
It’s based on the product they viewed, and it deep links them directly back to that product page. When you connect your catalog to your Instagram account and Facebook page, those users can shop your profiles directly.
Also, you can even create multiple product sets in your catalog to create specific upsells and cross-sells based on what a user did or didn’t do on your site.
A solid jumping off point, it’s generally the first ad campaign we recommend launching as it can retarget users that are the lowest hanging fruit.
Meaning, you can send people who’ve viewed a product or abandoned their cart directly back to the product pages they first viewed.
In this way, these ads tend to yield the highest returns for one’s business.
Since this is our absolute favorite type of ad, we’ll dig in a little deeper on how to create a successful one!
Challenge yourself, getting creative and interactive by making a wide motif with copy that they’ll want to read until the end.
With this ad there is a clear subject that highlights what sets the brand apart to naturally entice the reader to continue a story or idea by clicking through the entire carousel.
Try testing the same creative with different subject lines and copy to see which performs better with your audience.
…you’re not doing it right!
Alright, so you’re all set when it comes to the Facebook Catalog, let’s push forward with other ad types.
Creating interesting, educational and eye-catching ads is one thing. But, adding an interactive element will take your ads to the next level.
Let’s talk Facebook advertising polls…
If you haven’t heard of or seen this feature, here’s what it looks like:
Timeline-wise, Facebook implemented the ability to add polls to video ads at the end of 2019.
There’s no stressing this enough, it’s so important to connect and engage with your audience. And, polls help you do just that.
Facebook ran a study testing their new poll feature for video ads, with promising results. They said, “[in] 5 out of 9 brand lift studies, we observed poll ads increased brand awareness compared to video ads.”
Of course, we ran an experiment of our own testing a poll video ad versus a regular video. And, our poll video converted completely cold audiences at a ROAS of 6.30 and had double the engagement. In this client’s ad portfolio, that well outperformed other non-poll video ads.
We’re here to tell you, video ads have always been queen. So now, just think what you can do with video plus a poll!
The poll possibilities are endless, so try using polls to:
Enough chatter, let’s walk through how to launch your first poll ad:
4. Now, enter your Poll Question and your 2 Choices
5. Pro-tip, add specific URLs for each choice that the user can visit after they’ve made their selection!
P.S., Facebook only shows your polls on your video ads in the Facebook feed. But, it will play your video without the poll in other placements.
You’ll quickly start to collect valuable poll data, here’s how to view your poll results:
We’re curious, are you testing video poll ads? Let us know, how they’re working for you!
If the process seems a bit much, we’re here to help! If you’d like us to run profitable campaigns for you, learn more by scheduling a free strategy call with our team.
So now let’s get into the nitty gritty, how much is this gonna cost ya?
Well, it depends!
We generally recommend brand’s to spend 20% of their monthly revenue on advertising.
So, for example, if you’re pulling in $3,000 a month, then you could start advertising with $600 a month. This will allow you to at least set up some retargeting campaigns to make an efficient, non-leaky, marketing system because you’re retargeting those web visitors and social engagers that need that extra attention to come back to your site and purchase.
Of course, you can start with a larger or smaller budget as well.
If the 20% rule was shocking and you’d like to start advertising at a smaller scale, then we recommend targeting your lowest hanging fruit. What does this mean?
Think about who your hottest leads are currently, they’re going to people that have added a product to their cart, or even initiated a checkout, but dropped off right before buying.
You’re (hopefully) already sending these people abandoned cart emails, but people need multiple touch points before making a purchase, and that’s where your lowest hanging fruit ads come in. We call this type of campaign a Bottom of Funnel (BOFU) retargeting campaign, because we are retargeting those hot leads who are at the bottom of the funnel.
For our BOFU campaign, we are generally retargeting people who have viewed a product or added to their cart within 7-30 days (the range will depend on how large your retargeting audience is – you’ll need to skew toward the longer day range if you’re a smaller company with less website traffic – because Facebook will need enough data to optimize your campaign and exit the learning phase).
We also use this catalog to retarget our previous purchasers from 30-60 day range (generally you want to give them time to consume the product before reminding them it’s time to restock!), as we all know that it is much cheaper to convert an existing customer than a brand new one, so use some of that small budget to ensure you’re increasing your life-time value (LTV) with this retargeting ad group.
But enough with the set up, let’s get back to the main reason we’re all here, the advertising cost!
So, for those of you who need to start with an extra small budget, you’re going to run this one campaign only, and set your daily budget to $5-10 to start.
This may be enough, you may need to up it slighting to exit the Facebook Learning phase, but this means you’re only spending $150-300 month to massively reduce your abandoned cart rate and increase your overall conversion rate!
Pay close attention to your ROAS with this campaign, you want this campaign to at least break even, but we generally see the highest return on ad spend (ROAS) on this campaign overall.
Be sure and check out our notes above on how to make these catalog campaigns higher converting using eye-catching frames and imagery!
Say you got some investment or money bags ready to go hard on your social ads. Well, in this case, the skies your limit! We still recommend starting with less than half of your target monthly budget so that you have the ability to scale the right ad sets and campaigns and trim the fat, rather than having unproductive ad sets spending budget.
With a budget over $2K a month, you’re generally able to create a full marketing funnel, meaning you can set up retargeting campaigns and prospecting campaigns – where you’re targeting and bringing in new leads into your facebook marketing funnel.
Though, it’s dependent on your niche, we find any less than this makes it too difficult to optimize your prospecting campaigns as there’s not enough budget to gain enough conversion event data that Facebook needs. Also, it’s difficult to do proper audience and creative testing under this mark.
With a budget over $2K we recommend spending 70% of your budget on prospecting for new customers and 30% of your budget is spent on retargeting.
You generally want to set your prospecting campaigns daily budget at least 3-4 times your target cost per acquisition (CPA) as well.
Once you’re hitting break even or better, it’s time to start scaling your campaigns. We recommend scaling your Facebook ads budget by 20% every 3 days or so, just as long as your ROAS and cost per purchase (CPP) stay steady, but no more than 50% in a 3-day period or you could cause the algorithm to go out of whack.
So, there you go. How much does Facebook advertising cost?
Well, it depends.
You can spend as little as $150 on solely BOFU retargeting, or really as much as you want!
Remember, we recommend 20% of your monthly revenue as your ad budget, and at least $2,000 a month if you want to set up a full Facebook funnel system – meaning, retargeting existing audiences as well as prospecting new audiences.
Yas, you did it! Now, Facebook advertising isn’t so intimidating. Right??
Especially, knowing there are many other food, bev, and wellness (CPG) brands out there like you. Now, you’ll know HOW to look to them for inspiration. And, UTILIZE these tips to refine your ad campaigns + make them your own.
And of course, there’s a balance to strike. But, we believe more is more when it comes to inspiration.
That’s why we created this Facebook Group: CORE 3.
This way, we’ve all got an outlet to share killer ads, posts, and emails that we see on the world wild web.
So, we’d LOVE for you to join up and share what you’re working on.