In the first week of February I spent a week in Austin with the Dominate Web Media crew at their Facebook Ad Account Manager Certification event. It was 5 days of intense learning and meeting some amazing people that were wanting to up their FB Ads game. Molly Pittman and Ryan Deiss of Digital Marketer also came and spoke to us and the insights everyone shared was invaluable.
So here’s my 5 biggest takeaways from the week.
1. It all starts with the HOOK
If you don’t have a clear reason for people to take action on your ads then they will fail. The best image & the best targeting will not help you if you cannot dial into the WHY that makes people want your offer. You need to tap into the desires & pain points and the solution you can teach or offer to these. And to be able to do that, you need to really understand your audience. Which leads me to point no.2…
2. Spend time to do your RESEARCH
Before you even start running any FB Ads you must ask yourself these questions
- Who are your customers?
- What do they want more than anything else?
- And why do they want this?
- What is their greatest problem?
- Why do they want to change?
- What easy to apply solution does your product or service offer?
Then get yourself over to Google and start typing in some search queries to go find what other people are saying about these issues. It’s highly unlikely that your product/service is the first to market, so there’s usually already a discussion happening online. It’s your job to take the time to research this, so that you can fully understand your market and craft good ad copy based on that research.
3. Use RECOGNITION in your copy and images
If people can quickly make an association with your ad and something they recognise, they’re more likely to stop and take notice. So think about using metaphors in your ad copy and images containing familiar things that people see on a everyday basis. But that doesn’t mean you should just use pictures of cute kittens and dogs. Cos that would be breaking point No.4…
4. Make sure your ad MATCHES your brand and landing page
If you’re driving traffic to your website or a landing page, make sure that there’s congruency between the 2. If someone clicks on your ad and then lands on a page that doesn’t look anything like your ad there’s a good chance they’ll hightail it outta there quicksmart.
5. Use VIDEO ads
This one’s a biggie. With the newsfeed getting more and more crowded, it’s getting harder to stand out. Using video is a great way for you to convey your message and hook in a much more personal way. Some key tips for your videos:
- Show something useful in the video. Rather than just recording a sales video, actually give people value in the video. Show them how to do something, prove that you know what you’re talking about.
- Have a call to action at the end to come check out your product/service
- Add subtitles to the video. Over 80% of video in FB is watched with the sound off. Facebook now offers automatic captions on all videos, but I don’t find it very accurate at the moment. My advice is to use Rev.com to get an SRT file; it only costs $1 per minute.
And one last nugget of gold from Ryan Deiss. He says “When someone buys something they are looking for TRANSFORMATION. They want to go from an undesirable state to a more desirable state. So if you sell a product or service you’re in the TRANSFORMATION business.”
So get out there and TRANSFORM…