Dec 18, 2019
Are you looking for the cheapest
way to get started with Facebook ads?
If so, you’re going to want to
listen in today because I have my very own Facebook ads experts on
the show.
Jessica Gleim and Amy Christie
are the founders and creators of their own “mom-powered, marketing
agency,” called Flairst.
Today, we are going to be
talking about how to run ads to cold audiences, people who haven't
yet heard of your business.
If you want to begin with ads on
Facebook, this is going to be the least expensive option for you
and a great way to start.
If you find Facebook ads
confusing or you tried them and they didn't work, you’re going to
walk away from today’s show with some solid ideas!
The Value of Facebook Ads
Ten years ago when Jess and Amy
began their online business, the social media platforms were not
only supportive of content creators, they were promoting your
content to your followers.
Imagine a time when, if you
posted to Facebook, your followers saw 100% of what you
posted?
Or the days when your followers
on Pinterest actually saw your pins?
As we all know, the algorithms
have changed over the years, and those social media platforms no
longer work to serve content creators. They now work to serve
themselves.
If you want your content to be
seen today, you have to do what some people call “pay to play,”
also known as ads.
You can still get organic
traffic through posting and SEO, but your main source of traffic
from social media is going to come from ads.
Are Facebook Ads Cost-Effective?
One of the biggest
misconceptions about ads is that it’s expensive to run. But there
is a way to do it so that you aren’t draining every cent you bring
in.
It can actually be
cost-effective to run ads on Facebook.
The minimum ad campaign daily
spend is $5, so for a small amount of investment on your part, you
can run more than one campaign and see what kinds of results you
get.
If you are trying to reach a
cold audience -- people who don't know of your business -- this is
the best way to do it. Your small investment brings new eyes to
your brand and your content.
Should Bloggers Run Ads for Content?
I think we all understand why
businesses want to run ads, but what if you’re a blogger whose
income is mostly from ads on your site and sponsored
posts?
Is it ever worth it for a
blogger to run ads to their content?
Let’s consider that bloggers
make about $1 per one thousand views for ads on their site. So, if
you are only trying to get traffic to your site to see your
personal ads, it is not be worth the money.
But if you need more clicks to
your site to show an advertiser, ads can help you. Ads are a great
way to increase the number of eyeballs on your content.
ADVICE: Have a Ad Strategy in
Place
When you decide to run ads, you
have to go into it knowing exactly what you want from the
ads.
Before you start your campaign,
you should have an end goal in mind. Know what results you are
expecting and who your target audience is.
If you are running ads in order
to direct traffic to sponsored content on your blog, be sure to
allocate some of the payment from the sponsored content toward
those ads.
I personally share with the
brand I am working with how much money I intend to put toward ad
spend and I increase my fees to cover that ad
spend.
Should I Boost A Post on Facebook?
Even if you haven’t run Facebook
ads, you’ve likely seen the option to boost your
posts.
The difference between boosting
a post and running regular ads is that when you boost, you’re just
getting more eyes on the post itself.
If you need more viewers on your
page to show a brand partner that you have an audience large enough
to deserve their sponsorship money, boosting posts might be enough
for you.
But a cold traffic campaign is a
more customized process. It allows you to do a lot more than just
grab some extra likes on your posts.
Cold Audience Campaigns
A cold audience campaign might
be for you if you have a specific plan for how you are going to
monetize your content.
If you sell a product, have a
tripwire of some type, or a gift guide, that is the ideal type of
content to run cold audience ads to.
If you have a seasonal,
evergreen post that converts extremely well during certain times of
the year, you could do a cold traffic ad for that
content.
Should You Run Ads to Grow Your List?
It makes sense to run ads to
content that you are monetizing, but what about running ads to grow
your email list? Is that ever worth it?
The answer is, it
depends.
You can send a traffic campaign
to your site, to a landing page where they can get your free offer,
and be added to your list.
Or you can build a campaign into
the Facebook platform so that the user can actually sign up for
your list without leaving Facebook itself.
This is a great strategy because
we all know that nobody wants to click through anymore. So, this
allows you to run ads and build your list without the user having
to click through to your site.
How to Budget for Ads
Conventional wisdom says that if
you make $100 on a piece of content, you can spend one-third of
that amount on marketing that content.
If you sell that item for $100,
but you’ve spent $99 in ads, chances are you already spent the
other $1 on other costs in your business.
So, you have to be mindful that
you are actually going to make a profit on your ad
campaigns.
What is a Cold Traffic Campaign on
Facebook?
Let’s take a step back and
define what we mean by cold traffic.
These are people who do not know
you, who have never seen your product, and aren’t at all familiar
with who you are or what you do.
Your ads will put your products
or content in front of this cold audience.
A cold traffic campaign is one
of the cheapest ways to get your products in front of people who
would otherwise never see it.
The average cost per click
across all ad platforms on the internet in 2019 was $1.72. You can
use this average to decide if a cold campaign is worth it to
you.
Another thing to think about is
that people are ready to spend money in the holiday
season.
They want to see things that
they can buy, so if you have products to sell, it’s a great time to
run an ad campaign to those products. Just know that holiday ad
spend tends to be higher per click.
If you are thinking about
starting an ad campaign for an evergreen piece, you might want to
wait to start in January if you want the ad spend to be less
expensive.
Learning Through Experimenting
Don’t be surprised by the
learning curve when running ad campaigns.
You have to put in the time in
order to figure out which ads do the best for you and how much you
need to spend to get the results you want.
But here’s a tip: the more you spend, the faster you
will learn.
If you are paying the minimum of
$5 per day, you will be learning at a slower rate, and possibly
paying the same amount of money over a slower period of
time.
Learning from the Facebook Ads Experts
Jess and Amy actually have a
course that will teach you to run a traffic
campaign.
The objective of these ads is
that you are asking Facebook to show people your ad in order to
have them click through to your website.
Within the ad campaign, they
will also teach you how to build two audience
segments.
The first segment is
interest targeting. This means you will tell Facebook who your
audience is and what they want.
The second segment is a
look-alike audience. This audience is a group of people who are
like the audience who already visits your site, but who have never
visited your site themselves.
Not only is Facebook going to
show your ads to people they think will like your brand, but also
to people who are more likely to click through to your
website.
The beauty of Facebook ads is
that Facebook will show your ads to the people you tell them to,
but they know more about what people want than you do, and so, they
will target the people they know want what you have to
offer.
Are you ready to get started
with Facebook ads after listening to this? Are you still feeling a
bit nervous though? If so, Jess and Amy are here to help
you.
They have a course designed
just for you to help you get started.
To learn more about the
course and the other services they offer, head over to Facebook Ads are Fun.
(affil)
And be sure to come over to
Facebook and join my MiloTree Mastermind
Group.
I want this to be a place
where you can come to get your questions answered and where we can
all grow together.
I go live in the group every
Monday at 12pm PT/ 3pm ET to discuss the latest podcast episode and
to share my biggest takeaways. So be sure to join our active and
growing group today!
Read the transcript for “How to Get Started with Cold Audience
Ads on Facebook”
TIMESTAMP
- Intro
- 2:10
The Value of Facebook Ads
- 6:25
Cost-Effectiveness of Ads
- 8:40
Should Bloggers Run Ads for Content?
- 11:27
Have a Strategy in Place
- 13:27
Should I Boost A Post?
- 16:40
Cold Audience Campaigns
- 18:15
Should You Run Ads to Grow Your List?
- 22:21
How to Budget for Ads
- 23:25
A Cold Traffic Campaign
- 27:00
Learning Through Experimenting
- 31:17
Learning from the Experts
TOP 4 TAKEAWAYS
- The
days of social media showing your content to your audience are
over; if you want your content shown today, you have to be willing
to pay to play.
- Running Facebook ads can be a cost-effective
way to get your content in front of new eyes, but you need a
carefully thought-out strategy going in.
- Monetized content is the best type of content
to run ads to, although you may also find value in running ads to
your email list.
- The
more you spend, the faster you will learn what works, so jump in
with as much as you can handle in order to shorten your learning
curve.
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