Put your hand up if you think Facebook advertising is useless? Hands up high? Mine was. I threw a ton of money into Facebook advertising with zero plans. None. Nada. And what did I get from these ads? You guessed it. Not a single sale. So, it took a while, but, lesson learned.
I'm here to tell you I've been converted. I lost faith in Facebook's ability to grow my business with paid content, but I found my way back and now I'm here to show you the path I took to redemption. Enough of the religious metaphors, let's dive into my Top Five Facebook Power Editor "uses" we'll call them.
Oh the Facebook pixel. As elusive to some as the dust I always think of when I use this term. However, once you find this pixel, and install it properly on your website, magic can happen. Without using the pixel, your Facebook ads will not perform properly. I'm here to tell you, find your pixel and embed it on your website. It can be a tricky maneuver to locate it, but it's key to finding success with your ad strategy.
Find The Pixel In Your Ads Manager
Click --> Create a Pixel
Only One Pixel Can Be Created Per Ad Account --> Click Create
Choose Your Next Step - For DIY'ers, Choose The Manual Code
Here's An Example Of The Code To Copy and Paste.
The next step to getting the most out of the Power Editor, is the Audience Insights tab. The information you can get from this click is mind blowing and will further convince you that advertising on Facebook is a fantastic option. Let's take a look at the kind of insights you can gain.
Your first click is to choose "People Connected With My Page" (You can also choose Everyone On Facebook for some great overall stats)
For stats of fans of your page (totally helpful when crafting partnerships and lookalike audiences), click here and choose the page you'd like to profile.
Fool around with these choices. Un-click pages to see overall Facebook stats. Then take note of all of your fan's profiles. Men or women? Ages, incomes, education and on and on until you get the parts I love. The pages liked is amazing and so is the location for targeting. Fool around with this tab and be prepared to be amazed!
Audiences is the tab we're heading to next. This is where things get intimidating. Don't let it. Play with all of these areas and know that there are lots of places where you can find deep and detailed instructions. (Shameless plug - I've got a How To Use the Power Editor course opening November 13th).
In this section, you can create custom audiences and lookalike audiences. These are all built with retargeting and warming up your market in mind. In order to use this feature, you need to have the pixel installed. Here's a quick look at some of my custom audiences.
You can see that some are populated and others are too small. This is totally fine. Facebook will now keep track of this data and when it's deemed large enough, it will let the audience tracking populate. Then when you're ready to target a warm audience, you can choose one of these previously created audiences. Or, if you want to retarget, you can do so with these audiences as well. Use these audiences for subsequent "touches" to your potential clients and reap the rewards.
Sad but true, I get major excited to watch my split tests perform. The excitement of waiting and watching to see which ad set is performing above the other is strange, but true. In order to successfully advertise on Facebook, you NEED to split test. Let's get an example going.
Say you create an Engagement ad. This is an add designed and targeted to warm up your audience and get people interested in your stuff. It's the cheapest way to advertise and mirrors the nausea inducing "boosted post".
Okay, so, you post your engagement ad, set it to a specific or broad audience, tell it the location you want to advertise in, the age group and sex of the audience. Then you can also choose to narrow your target down based on interests, influencers or more.
Then, you decide to split test. Click your ad, click duplicate, then choose how many times you're going to duplicate (I usually just do one or two more) then decide what you're going to change in the original ad to see if you can get more pickup. That's all split testing is. Tweaking a copy of one ad with tiny variations and watching which format comes out the winner. Then you shut off the more expensive, non-performing ad.
The Ad Objectives Choice
One of the coolest features of the Power Editor is the ability to choose the type of objective you want. This is, what do you want to happen when someone clicks on your ad. Here's a breakdown of the options:
1) Traffic Ads - You're Driving Traffic to another source of information. These types of ads are great for warming up an audience. You could choose to drive traffic to:
Somewhere inside of Facebook - a group, messenger or similar
Somewhere outside of Facebook - website, landing page, blog post or similar
They are also great for warming up your audience in order to re-target them later. These ads work for images or videos and should cost no more than $1 per click.
2) Page Likes - The least favourite of my objectives is Page Likes. Prior to 2014, this ad strategy worked very well, however, due to algorithm changes, and the fact that buying likes isn't a long term strategy that works too well, I'd say avoid this objective.
3) Video Views Ad - These are the least expensive ads to run, however aren't optimized for traffic, engagement or conversions. They are great for increasing the amount of clients you can potentially re-target at a later date. You can also insert your website or an alternate URL inside of the ad.
4) Engagement Ads- Optimized for engagement - likes, reactions, comments or shares. There are four types of these ads:
There are two ways to create an Engagement Ad - either create a new post or "boost" an existing post (this is the preferred way to boost posts-never boost posts from your news feed!!!)
5) Conversion Ads - either Custom or Standard - for this blog, we'll only focus on Custom Conversions. They are really, all you need to worry about.
Custom Conversions - A desired action is taken - purchase, opt-ins, sign-ups, registrations. This type of ad allows you to track both traffic and conversions. Pretty handy!
These types of ads are the most expensive ads you will run, but they can do the most for your business. However, you really have to have a plan before you even begin to think about implementing this type of ad. They are great for:
List Building Opt-ins