Small Business Owners: Do Facebook Ads Work?
I've gotten this question several times from small business owners asking if Facebook Ads and Instagram ads actually work?
Short Answer: Yes, but...
The success of a Facebook campaign is going to circle around 3 major components:
The campaign's true objective
How creative/engaging the ads look, and
How Much Money do you have?
Understanding what the TRUE objective of a Facebook campaign. And I add the word TRUE because getting likes or "increased engagement" isn't the best goal. Rather let's focus on the marketing objectives that help your business: Email signups, downloads numbers, and sales. We want to run Facebook ad campaigns because we've heard it's a great and cost-effective way to get in front of the right audience. But once you're in front of them - what do you want them to do next?
If your ultimate goal is to increase sales, then running a campaign to get new Facebook followers isn't the best way to spend your money.
The next key component is how creative or engaging your ads can be. Bad images, crappy copy, or confusing headlines are surefire ways to line Zuck's pockets and leave you unfulfilled (to say the least). If you're not a creative person - find one, or teach yourself how to communicate and design effective, creative content to place in front fo your customers. There are hundreds of stock image websites (Pexels, Unsplash) that you can use if you don't have access to a photographer. Books like "Words That Sell" are great resources.
Finally, there's the money conversation. I can guarantee your results if you gave me a $10 million budget. Need 100 new email signups? Done. But of course, your resources are limited, so we need to find the sweet spot of spending enough in order to reach the right people.
Facebook is pay to play. No money, no ads. And on top of that, if you want to specifically target someone then the rates gonna go up. The cost per click (CPC) or the Cost per thousand (CPM) is going to change based on how narrow your audience is. I've been preaching to the choir about finding your niche and narrowing your audience. The tradeoff for increased rates is the fact that you can directly speak to one person out there and poke them right in the chest.
I've told people in the past to experiment with $50. See what that gets you, but my fear is the results will be so-so and you'll get discourage off the first trial run. Don't get discouraged. There are hundreds of resources and videos on Youtube that can help you get Facebook ads set up. And of course, Facebook itself is willing to help you spend your hard-earned money, you know, because they care. 😉🙃
CALL TO ACTION: REPLY TO THIS EMAIL, HAVE YOU USED FACEBOOK ADS IN THE PAST- HOW DID IT GO?
Cheers,
Jordan P. Anderson
Watch the first lesson of my new online course for free! Click here: https://geni.us/personalbrandingvideo
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