You've spent time on an epic blog post, a perfect handmade product, or healthy eating challenge. Now it's time to shout your message to the world with a Facebook Ad. Only, how do you make sure they're working. How can you track the ROI?
These 10 steps will help you create the perfect ad for your product or service, show it to the right audience, and make sure clicks, opt-ins and sales are a direct result of your ad.
Putting these steps in place has saved me a lot of money because I can track the ROI of my ads. Before putting these strategies in place, I didn't have a real sense of where my new customers were coming from. Each of the following steps builds upon the last. Put these steps in place before your next ad campaign and spend your money with confidence knowing your ads are working for you.
10 Steps to Put in Place Before Your Next Ad Campaign
1) Install the Facebook Pixel on your website.
If you are a seasoned marketer, you'll likely already have this pixel on your website. By the end of 2016 the new Facebook Pixel will be the only one available and this new pixel needs to be on your site. If you don't have the ability to put the new pixel on your site, check with your web designer and make sure it is updated and installed.
2) Decide which conversion your ad will pursue.
If you want people to opt-in to your newsletter, the conversion goal you'll pursue with your ad is 'complete registration.' You'll add a snippet of code to the main Facebook Pixel to track this conversion. This modified pixel goes on the 'thank you for opting in' page, after your new prospect has opted in. To read more about exactly how to perform each of the steps, download your free ebook on 10 Essential Steps Before Running Facebook Ads here.
3) Creating a stunning image.
Facebook has a lot of rules around images. Free resources like Canva make it easy to create amazing images in seconds. Your ad image should be 1200pixels by 628pixels and should not include a lot of text or suggestive words like 'tips' 'tricks' or 'guarantee.'
4) Create a 5-step opt-in formula.
If you're trying to grow your new customer prospect list or email list, you'll want to create a system for gaining new valuable leads. This is what it looks like:
Step 1: Do research on competitors, peers and target market to see what topics are being promoted and what your market is interested in.
Step 2: After doing research, you'll discover how you might solve a problem for your target market. This is where you'll brainstorm ideas on how to help them.
Step 3: Create a worksheet, checklist or cheatsheet you can give away for free to your target market in exchange for an email address you'll use to provide even more value to them.
Step 4: Create a form or landing page where the exchange of the freebie and email address will happen.
This can be on your own website or on a landing page provider like LeadPages.
Step 5: Connect your email service provider.
Now that the exchange has taken place, you can create an automated email funnel to continue to communicate and provide value to your new subscriber. If you use Mailchimp, InfusionSoft or other email provider, you'll be able to integrate that with your landing page for automatic exchanges.
5) Set up UTM link tracking.
Now we're getting into some advanced techniques to ensure your ads are making money for you. You'll need to create a special link to put in your ad, so that you can track the path from your ad to your opt-in. To find out exactly how to do this, download the free ebook on all of these steps, complete with screenshots.
6) Create Form or Landing Page
I used to collect email registrations with a form on my website. This worked fine, however, my new subscriber had to wait for me to send the free ebook, or cheat sheet manually. Now, I use LeadPages to make this process automatic. This happens in my sleep or while I'm on vacation. Win/Win.
7) Create a Google Goal to track conversions.
Did you know it was possible to ask Facebook and Google to talk to each other? When you create your ads, you can ask Google to track a goal for your ad. If you want to make sure your Facebook Ads are working for you, create a goal in Google and ask Google to track your campaigns right inside Google Analytics. This is a game changer, and I show you exactly how to do this in the free ebook mentioned above.
8) Know who you are targeting by developing your ideal client persona.
All of this tracking and research is fantastic, but if you don't have a handle on exactly who you are targeting, it is all a waste. And wasting time and money is not what we want to do in our business. Identify your target market by making a list of demographics specific to who you are trying to reach. How old are they? What music do they like to listen to? Which celebrity do they get trending information from? What do they like to do in their spare time? Cook? Hike? Read? The answers to these questions will make your advertising that much stronger.
9) Now it's time to create the message for our ad.
Copywriting is such an important part in creating your ad. You want to take all the research you have done and use the same language your ideal client would use. It's the difference between using the word radio vs. stereo. Or glasses vs. spectacles. These seem like small details but could be the difference between people who click through to your landing page or not.
10) Using Facebook Audience Insights to target the right people.
With over 1 billion people on Facebook every single day, they know a lot of information about their users. We can tap into this knowledge by asking Facebook to target your exact market. Research on your market will help you target people who like Oprah Winfrey and create handmade products they sell on Etsy. The power of targeting your exact market will create new subscribers and customers who want the exact thing you are offering.
There you have it! The top 10 things you should do before running your next Facebook Ad campaign. Putting these things in place will make your ad costs go down, your relevancy score go up and your sales and opt-ins increase!
Don't forget to claim your free ebook that will explain in detail all of these steps. Cheers to tracking Facebook Ads ROI!