Tuesday Tip: Get better at Facebook Ads

You may have heard how affordable Facebook Ads have proved to be for some companies and perhaps you've even set one up for your own organization. It's less likely you've fully optimized this tool, studying it front to back to see what is worth the cost and what isn't. With the busy season nearing for many companies, this is the time to nail down Facebook Ads and drive conversions. 

A post written on connectio – a site and system dedicated to improving your ads – will help you gain insight by taking lessons from the best of Facebook Ads. They study the lessons learned by big companies with larger budgets to help those with smaller budgets not take such a hit.  

Start with a small budget and audience and build from there

If you start with a low-risk financial investment, you can a/b test different ads, and then invest in the one that actually sees results. Similarly, by starting with a smaller, more specific audience, you can do more with a small budget. 

Use it as a tool to gain leads, not sell them

Noah Kagan of AppSumo and SumoMe shared an experience where this was his ROI: "Each email lead would cost him $3, and every 89th email lead went on to buy the course giving him $267 in net profit (after all deductions, cancellations, etc.effectively)" (connectio).

This serves as a reminder that people are mainly on Facebook to casually browse their friend's news and other news stories. They are not seeking out a new deal or product, however, they could be persauded to be educated. An email newsletter that will grow their knowledge of a certain subject matter could pull them in and start them down the marketing funnel. Although this may cost you something initially ($3 per lead for example) it could gain you a profit in the long run.

Grab attention with a free offer, and lead to a simple form

Knowing that people aren't necessarily looking to buy while perusing Facebook, we can still bet they will be interested in gaining a free deal. If you entice them with a free offer that will somehow help them, and then lead them to a simple form, you can build your email list and reach out to them down the road at a better time.

Know your ultimate objectives with each individual Facebook Ad

There are several ways to build your organization through Facebook Ads, however especially with a small budget, you don't want to do them all at once . 

Determine if you want to draw traffic to a landing page, your sales info, a blog post or simply to gain more Facebook likes. Each one of these marketing goals necessitates a different type of ad. connectio shows a perfect example Buffer used below. They were interested in growing their Facebook likes, and were able to do so with a more personal photo of their staff. This may not entice people to sign up for Buffer, but it definitely got them to like the page. 

Image source: connectio

These are just a few snippets from "The Ultimate List of Facebook Ads Case Studies (+ 38 lessons you can’t ignore)." Start with our takeaways above and then be sure to come back to the others in the full article. 

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