Facebook has made some dramatic changes to it's platform on how it shows posts in the feeds. How you will stay onto of the auction comes down to these 4 simple tips we have learned from based on our success from the campaigns we are running.
Tip #1: Give Value To It's Users & Build Trust
Facebook is strict on how your posts are shown to it's users. If your post has a negative impact to the first group of users it decides to show you ad to, you will get punished quickly! And you can start to see your costs go up!
A couple of things you should consider when showing your ads.
1. Show a posts that can help educate the user, or entertain them!
This post educates users. It helps provide value to them by showing them a blog post that talks about burning fat while sleeping. This in turn builds good will and audiences who consumes this content from you will likely start to look forward to your future posts! Along with that when you present your offer to them they will be more likely and willing to sign up for whatever it is you want to give them.
Because we ran the AIDA formula to build trust with our users. We were able to acquire 1,087 leads from a lifetime $1.53 per lead into the 12 Week Program due to hitting warm traffic!
Tip #2: Focus on that Image!
The number 1 reason why Facebook ads costs can creep up or within the budget parameter you set you could acquire little to no leads is because of your Link Click-Through-Rate.
Link Click-Through-Rate (or LCTR) is the determining factor of the success or failure of a campaign (in most cases). LCTR is the percentage of people who click through your ad to visit your landing page or sign up form. So for example if our ads are shown 100 times and 4 people click through it, that is considered a 4% LCTR. Which is an average Link click through.
Notice the Click-Through-Rate (CTR) below. It's 15% which is very high, and thus the Cost-Per-Click (CPC) is very cheap!
Take a look at the CTRs below. One is 2.36% which shows a more expensive CPC. The other a more better CTR which shows a cheaper CPC. Notice within the budget we obtained more clicks from the better CTR.
So there you can see in most cases the higher the CTR the more likely you will get cheaper costs with your ads spend and also get more results from your campaign within the budget that you set!
One more time! Notice the LCTR below. It generates a 0.48 cent LCPC to the landing page because mostly of it's 3.80% LCTR. This is very important to focus on the image to see how well those audiences respond to it! Test, test, test!
Tip #3: Your FB Appropriate Offer!
Notice I put in there, "appropriate." Yes, we all know how many times Facebook will disapprove our ads, and tell us we are calling people fat! Well, you have to understand why they do that! It is intended for them to create a positive user experience and they want to keep people on their platform. There are times where the "robot" will automatically disapprove our ads and we can reinstate it to get approved. Likely it will if we are within guidelines but, it could sometimes be a timely process.
I ran an offer for a client before. He was offering a "Consultation" as the offer. I don't know if you know this or not but in most cases we have never seen a "consultation offer" convert! Reason is because the consultation is the feature. That is what the end user will get. Not get out of...
It is not the benefit. I did not sign up to have a consultation. I signed up because I needed to talk to you about losing 10 pounds or getting back to being healthy and fit. Main reason could be because "I want to have more energy to spend time with my kids!"
So we changed the offer from "consultation" to an 8-Week Lean & Lovely Program. Without anything else being changed, the offer converted at about $3 a lead!
In copywriting it is best practiced to think about an enticing offer. Something that is just too good to be true! UNBELIEVABLE! And once you have written that down on a piece of paper, take it back a notch!
So for example. (And this is a strong example)
GET SERIOUSLY FIT & LEAN IN JUST 2 DAYS!
Now that is just too good to be true right? Now lets take it back to some realistic achievable results.
GET SERIOUSLY FIT & LEAN IN JUST 12 WEEKS!
Now that is more reasonable. Do you see? Use some very creative benefit driven catches, and then take it back to a realistic service you can deliver!
GET SERIOUSLY FIT & LEAN FROM OUR TRANSFORMATION PROGRAM!
With that specific offer, you did not stress a specific timeframe nor stress a specific end result. You didn't say 12 pounds or 4 weeks. Facebook may disapprove ads that has specific timelines and results however, you may get them approved through adding them to your pages if you do it correctly!
Below is a screenshot of one of our highest converting funnels. (I have some example content in the copy so don't bother looking at that). But notice the "benefit driven" headline it revolves around Toning Up, Getting Lean, and Feeling Great!
Your BENEFIT is your OFFER! When you present an offer. You need to show the user what is in it for them! Not, what is in it for you!
As business owners, we tend to accidentally stress the features of our offer or service. The features of what it does, and how it works. But never what it can do for our customers!
So whenever you are writing ad copy, and wanting to present an offer, always play the "So What" game!
"Join My 8 Week Challenge!"
"So that you can build muscle, and have more energy and do the things you use to do back when you were 20!"
Main benefit is having more energy to do things I use to do! That was the "ah" moment thats for me! The moment where it triggered me to click that ad and learn more about what it is.
"Get Lean & Toned with my 28 Day Program!"
"So that when you wear that black dress your neighbors drop their jaws in amazement of how you have completely transformed your body so fast!"
Main benefit is the way my neighbors are going to feel when they see me after those 28 days! HOLLY COW they won't even recognize me!" Do you feel that? That is called emotion. And what happens when we feel those emotions we get excited and we make decisions to spend money!
Focus on emotional benefit driven offers, that the audience can resonate with... A specific end result with a specific timeframe gives the user a sense of accomplishment! That that first initial step into allowing the user the possibly of achievement!
Use these 3 Simple Tips, and you can get better results from your ads campaigns! If you would like more tips, and specific recommendations on ads and audiences just click the messenger button below and I will send you some recurring up to date tips with what we are seeing working as of 2018!