Testing And Running My First Facebook Ad
It is no secret that when you are starting a new business or a new line of products and services in your existing business one of the keys to success is getting your message out there, to highlight the new products and services you are offering. There are different things you can do, one of them is by running Facebook Ads.
As I am launching my funnel and need to test Ads and drive traffic, this will be my first experience in running Facebook Ads and using the Facebook Business tool. There are different campaign strategies, metrics and objectives you can set out before running an Ad. Based on the training I received in the ClickFunnels community there are three stages to go through before scaling an Ad. I will go into these briefly as well as discuss what I am currently struggling with while trying to launch my first Ad campaign on Facebook.
The first phase is to test your message and see how the public engages with your Ad. This can be done by promoting posts and running brand awareness campaigns. You can create multiple ads with different videos and headline text, and see which ones get the most views and engagement, and how much of the video is watched on average if it is a video Ad (recommend to promote video Ads). This way you will be able to zero in on which of your video Ads perform best. Next is to test and get to know your metrics. This is done by running a consideration campaign where you select the objective, whether it’s website visits, app downloads, sign-ups and other actions you want your audience to take. This will allow you to calculate how much you are spending for each of those actions once your target audience has gone through the process. You will for example get to know how much you have spent to achieve one sign up. It will allow you to identify how profitable and costly your model is, allowing you to make change and tweaks. And you don’t have to commit large Ad budgets for this process, you can start from $20 daily per ad just to test things out. Finally, you can run a conversion campaign where Facebook will actively look for who are past buyers and identified by facebook as purchasers, increasing your chances of making conversions and making a sale. At this stage you basically need to have a lower cost of customer acquisition compared to your average cart value and if this is the case you can proceed to scale your Ad campaign.
This is the brief theory of what I have learnt. It is basically the ‘what’ of Facebook advertising but as in all things there is also a ‘how’ which is all the intricate settings and parameters, as well as audience selection, and that is where I’m struggling. I’m still learning to get a hang of the platform as Facebook has recently re-designed the Ads manager pages. Moreover some features like percentage of video watched is being slowly eliminated as a metric on Facebook, and in general it’s a fast-paced industry so there are always changes to the software, metrics, processes and so on. The best way is to have a general guideline and then dig in to test it out for yourself. Try different videos, different headlines and captions, and see which one performs best so you can scale.
