One of the biggest road blocks to running a Facebook ad campaign is the thought of losing money.
I totally get this. We work hard for our money, and don't want to throw it down on something that's a gamble.
But right now, Facebook is the best place to advertise for a few simple reasons:
So, now that we've established why we should be advertising on Facebook, let's save some money doing it!
The first thing is to create great content. Blogging is one of the best ways to do this. It let's Google know that you are an expert in your niche, and that your website is not a stagnant cesspool. Ha!
If you've already got some blog posts in the tank, a good second step is to create content upgrades inside of those posts. If your post is about how to create a successful Instagram account for your dog, then your content upgrade might be a checklist on '10 Steps to Lapping it Up on Instagram with Your Dog.' This would be a button linked to a .PDF file in Dropbox where your readers can access it.
Once you've got your content established, it's time to start running money-saving ads on Facebook. First, identify your most popular blog posts. Do this by heading over to Google Analytics-Search Console-Landing Page. Here are my 10 most popular posts.
Pick out three of your favorite posts, make sure they are optimized in the following ways:
Now create a custom audience on Facebook for each of the blog posts you decided to run ads to. We aren't running the ads yet! We are prepping to slash ad spend so stick with me.
If this is new to you, simply go to Ads Manager-Audiences and click 'Create Audience' and then 'Custom Audience.'
Now, enter all the urls you'll be sending ads to.
This is where a lot of people miss the mark! They don't put the time in BEFORE they place their ads, so money isn't so much slashed, but spent. Prepping for ads will save you money, I promise.
At this point, we want to think about our call-to-action one more time. What happens after they click on your ad, resonate with your blog post, and decide they want to receive your weekly news? Where do they land after they opt in?
My suggestion is that you send them to another page that can also be pixeled as someone who 'opted in.' Creating a custom audience for everyone who landed on this page, means we can eliminate them from seeing the ad again, thus, slashing our ad spend. Woot!
Let's briefly talk about the ways we've slashed our ad spend without even running ads yet:
Wow! You've been very busy.
Now, let's learn how to slash ad spend within the ads themselves. I want you to 'begin with the end in mind.' We want trackability. This is the key to slashing ad spend. We want to track both, people who land on our posts, and people who convert into subscribers as a result of our ads. We'll go through a similar process for creating an audience to create a Custom Conversion.
You are a rock star now! You should have the glowing confidence that you are not wasting any money and that you'll have a successful ad campaign.
Ok. We've arrived! It's time to run ads to 'ad slashing audiences.' People who already know you, your work and your brand. We'll run ads to:
Let's recap, shall we? What we've in this initial slashing step, is pixel everyone who lands on our posts and opts in. We've created a custom conversion that we can track. In this example, we want to know how many people converted and opted in to download our Instagram Doggie checklist.
Now, comes the fun part. Out of these three blog posts, one will emerge as the golden child of your content. At this point, you can turn off the other ads and begin to scale the one doing well. You can slowly add money to this breakout winner and turn off the other ads.
Remember a while back I said to begin with the end in mind? Let's say you're thinking long term and you want to create a whole workshop around Insta Dogs. You'll want to get as many people as possible to opt in to your checklist because these people could eventually become paying customers for your long term goal.
With a strategy in place, you're slashing ad spend and have a clear path for what your ads will accomplish for you.
If you want to learn the step-by-step process for placing a trackable and money-saving Facebook ad, download my personal checklist below.