Hopefully over this past weekend you had a chance to spend some time going over the List Building posts that will enable to you to collect email addresses, which then in turn, becomes your list of potential customers.
As your list begins to grow, things get very exciting and that excitement can come to a crashing halt when you try and incorporate Facebook Ads into your marketing strategies. Facebook Ads are a bit complicated and require some knowledge of strategies to make them work.
So over the course of the rest of this series, I am going to give you as much information as I can to get you started using Facebook ads to build your list as well as sell your product or service.
A heads up…..don’t get freaked out if you don’t get it right away or if you get frustrated. Anything of value takes work and running Facebook Ads is no different. It has taken me countless hours and a lot of training to learn how to do everything it takes to make Facebook Ads work for my business and even though it may get a bit messy as we go through the next week or so, I am here for you every step of the way!
So, let’s get started on one of the best ways to use Facebook Ads….and that is for List Building!
Below is an example of an ad on Facebook that looks much like a regular post would in your newsfeed would look:
As you can see, Michael Hyatt is giving away a free e-book. The word “FREE” is in his title and we talked about how that is important to get the attention of your audience in our List Building posts. The word “EBOOK” also tells the audience exactly what they are going to get. The ad copy explains what his audience will get in the Ebook without him giving away all the content.
You will notice that because it is an ad, those that see this ad have the opportunity to “Like” the Facebook Page that is associated with the ad, and this is super cool because your Facebook Fan base will grow as well as your email list when you run Facebook Ads.
The Call-to-Action button, or CTA, does not have to be the word “Download”. It can be “Learn More”, “Contact Us” and some other new options depending on how you set up your ad. Jon Loomer has a great post that talks about some of the new Call-to-Action buttons that Facebook has recently added. According to the article, “Facebook is partnering with several services to allow businesses to offer a seamless experience for buying a meal, purchasing tickets or booking an appointment“. Some buttons are not available yet, but if you click “Add button” under your page cover photo, you will be able to see what Call-to-Actions buttons you have available.
When someone clicks on your Call-to-Action button, like the word “Download” or whatever you’ve chosen for your CTA, they will be able to sign up with their email address and get your offer.
The next thing I want you to notice in the above example, is that whenever you or anyone runs an ad in Facebook, the word “Sponsored” will always be seen at the top and that is because it is Facebook’s way of notifying audiences that the post was paid to be put in front of people.
All of the text that you see above the image and all of the text you see below the image are going to be the ways that you make this ad look like a Facebook post. The more descriptive and engaging you can be with your copy the better! And of course, you will always need to have an image. I recommend having an image of yourself or someone doing something. In other words, try to stay away from stock images when you are running Facebook Ads. The more real it looks the more trust is created and people will click on it.
The key thing here is that you don’t want your ad to look like an ad. The more interesting your image is and the more conversational your copy is, the more people will click to sign up for your freebie.
The last thing I will mention about Michael Hyatt’s ad is the amount of text he has on his image. It was not that long ago that Facebook had a 20% rule when it came to Facebook Ad images. You were not aloud to have more than 20% text on the image or Facebook would not approve the ad. That rule is no longer in effect and you can now have more than 20% text on your image. However, the more text that is on your image, the less people your ad will be shown too. I strongly suggest not having any text on your image. Just make your image as interesting as possible and use the ad copy section and link description section to get your audience excited about your giveaway or product for sale.
The next question then becomes “How do I get people to stay on my list after they receive my freebie?” The key to keeping your list growing is to have the right audience on your list and to get the right audience on your list requires some knowledge of who hey are! Tomorrow I will show you how to get to the audience you want to attract with your ads.