Traffic is not a problem anymore.
I’ve heard Ryan Deiss say this so many times (he’s one of my favorite digital marketing experts).
Facebook is a goldmine for niche marketers because of the number of people using it and the kind of information they’re willing to share on it.
According to the latest Facebook community update, more than 1.5 billion people use Facebook every month.
With an average American spending nearly 40 minutes every day on Facebook.
No other platform on the web has so many engaged users.
And because people are sharing so much information about them on Facebook, it gives niche marketers so many different ways to find their ideal customers.
Then capture them with Facebook ad targeting.
It gives you the opportunity to approach your target audience in an environment they’re already comfortable in.
Facebook desktop newsfeed ads, for example, appear as normal posts in a user’s timeline.
They can be identified with a small “sponsored” label and a call to action at the bottom.
But users don’t react to them as negatively as they do against Google’s banner ads.
This is perhaps one of the reasons why Facebook ads are so successful.
They don’t disrupt the user experience and blend really well with the newsfeed.
The user sees them as just another post on his newsfeed. If he’s not interested, he can just keep scrolling.
Unless it’s an Ad with a picture of a shocked cat in it and then he will NOT keep scrolling instead he’ll click it (more of that in the case study I share below)
So to take advantage, all you need is a well-designed ad campaign and an optimized landing page to capture leads.
Or even just a website with content as you can direct your ads straight to any page on your website.
But since the opportunity to cash-in with Facebook ads is so huge, the competition is quickly rising.
That’s still cheaper than other ad networks if you look at the precision with which Facebook lets you target users.
And that’s what niche marketing is all about isn’t it?
Your audience is a very precise group of people with a very specific set of needs.
You’re not targeting “adults with a belly” in your ads.
You’re going for a MUCH more targeted niche
Relationship: Married with kids
Likes: A couple of weight-loss and fitness magazines and has recently been to your website
If you’re a member of NicheHacks Facebook Private Mastermind group, you must’ve seen how members, especially Mohammed El Khiyati, regularly share awesome Facebook audience targeting case studies.
And in this post I’ll show how you can run your own Facebook Ad’s in your niche for inexpensive prices without going broke…
(P.S. If you’d like to download a FREE SPECIAL REPORT! on How To Unlock Facebook For Unlimited Targeted Traffic That Puts Money In Your Pocket!”, click here or the image below)
What You’ll Learn in This Post
- How you can find your ideal buyers on Facebook and start getting traffic.
- How to target people who show interest in your product and make them more likely to buy.
- The simple Facebook ad targeting technique that’ll help you double your email list in no time.
- The best way to start advertising on Facebook today at a low cost.
- The type of ads that get people clicking for a low cost.
Get Familiar With Facebook Ad Types and Environment
If you’ve used Google AdWords before, you’ll find the Facebook ads hierarchy pretty similar to it. I’ll explain that in a moment.
But first, let’s have a quick look at how you can start advertising on Facebook.
There are 2 different ways you can create and manage your advertising campaigns on Facebook – Ads Manager and Power Editor.
You can access the Ads Manager from your Facebook profile.
This leads you to the standard advertising dashboard where you can manage existing campaigns or create a new campaign.
Ads Manager has all the options you need to build a targeted ad campaign.
So I recommend you stick to it at least for your first campaign so that you have a clear understanding of how Facebook ads work.
The Power Editor is for slightly advanced users with more customization options.
It can be accessed from the Ads Manager menu.
It has a slightly different interface and more options.
But don’t get confused with these two interfaces, they are just two slightly different ways to manage your ads.
Creating Your First Facebook Ad
Let’s get started with your first ad.
Click on the “Create Ads” link from your Facebook profile.
There are several things that you need to understand on this page.
First of all, you need to understand the difference between an ad campaign, an ad set and an ad unit. All three of them are listed on this page.
Ad Campaign is the top level where you only choose the objective of your campaign. You can choose from a list of different predefined objectives to start your campaign.
Here, I’m choosing the option to send people to my website/landing page.
You can choose other objectives as well, for example, increasing the number of likes or simply boosting a post on your page.
But since most niche marketers use Facebook advertising to route people to specific landing pages, I’ve chosen this option.
This leads you to the Ad Set where you can choose the audience you want to target, the schedule of your ad and your budget.
This is where it really gets interesting because of all the audience targeting options you get.
You can target people by location, demographics, age, interests and behavior – all at once!
Plus, there are several advanced targeting options that I’ll discuss shortly.
So let’s quickly have a look at the basic targeting options.
To find your perfect audience, try to be as specific as possible with these targeting filters.
If you don’t, your audience will become too broad and your ad won’t perform well.
On the other hand, if your criterion is too narrow you won’t have a large enough audience to target.
So you need to strike the right balance.
For example, in the location filter, instead of targeting the United States choose a specific state or city. That’ll give you a much more targeted audience.
The same goes for other filters like age, gender and language.
Instead of targeting people between 18 to 50 years of age from any gender, go for single women between 25-35 years of age based in New York.
You can even use the “interests” filter to target people who’re following your competitors.
They are the ideal people for your ads since they’re already familiar with your industry and have an active interest in similar offers.
For example, NicheHacks can target people who’re already interested in Pat Flynn’s Smart Passive Income.
It’s one of the top affiliate marketing blogs on the web so naturally its followers should be interested in NicheHacks as well.
You can use this in any niche.
For example, if you’re running an Amazon product review blog in the bodybuilding niche (like Nader the fitness freak at NicheHacks) you could enter the names of famous fitness magazines in the ‘interest’ filter and target people who’re subscribed to those magazines.
You can keep adding new conditions based on demographics, interest or behaviours.
The possibilities are just endless.
You can also exclude or include people based on their existing relationship with you.
For example, you can exclude people from your target audience who already like your Facebook page.
They’re already on board so there’s no point targeting them again.
And finally, you can use the “Exclude people” or “Narrow audience” options to add if/then conditions to your ad.
These are powerful options that allow you to really dig in and target the precise audience you’re looking for.
But as I said earlier, adding too many filters can leave you with a target audience that is too small to target.
Facebook shows an audience meter that indicates how broad or specific your audience is.
You can also save this audience if you want to use the same targeting criteria for future campaigns.
Now that you’re done with basic audience targeting, you need to set a budget for your campaign.
I personally recommend starting with a really small budget to see how your ad’s performing.
If it goes well, increase your budget. If not, make changes to your targeting criteria and do a test run again.
So I’ll start with a $5 daily budget and choose “link clicks to your website”.
When you optimize your ads for clicks, Facebook shows them to people, within your audience criteria, who click ads more frequently.
This is the best route to take since you want people to click on your link and land on your opt-in page.
This leads you to the third level, where you’ll create the actual ad unit.
So basically at the top there’s the ad campaign, under that is the ad set, and in the ad set you have multiple ad units.
I won’t go into much detail of creating an ad unit because that deserves a separate post (and since this post is more about targeting).
But I’ll give you a quick overview.
You can create 5 different types of ads with Facebook.
But we’re interested in the first two really – desktop and mobile news feed ads.
You can display the same ad unit to desktop and mobile users, but I won’t recommend doing that.
Instead, create separate ad units for mobile and desktop users so that you can properly measure the results and make changes where required.
Instagram and desktop right column ads are self-explanatory.
Audience network refers to the websites or apps that display Facebook ads.
If you choose “Audience Network” your ads will be displayed outside Facebook, based on your criteria.
But I’d say just stick to the basics for your first few campaigns. They are also VERY effective.
I’ll be writing a detailed post about creating optimized Facebook ad units in a few weeks. So make sure you’re subscribed to NicheHacks email list to get notified.
For now, let’s get back to audience targeting.
Is there anything more to Facebook ad targeting?
We haven’t really started the fun part yet.
The basic audience targeting that I just explained is for you if you don’t currently have a large email list, or if your blog doesn’t attract a lot of traffic (at least 500 to 1000 pageviews/day)
It’s a great starting point for building your audience.
But the real magic starts with Facebook custom audience targeting.
(P.S. If you’d like to download a FREE SPECIAL REPORT! on How To Unlock Facebook For Unlimited Targeted Traffic That Puts Money In Your Pocket!”, click here or the image below)
Build Custom Audiences To Tap Into Facebook’s Advertising Goldmine
The custom audience feature allows you to target people who’re already in an indirect relationship with your website or brand.
And because of an existing relationship, they’re much more likely to respond to your ads and take action.
To create a custom audience, go to Ads Manger–>Audiences
From here, select Create Audience–>Custom Audience
There are three ways you can use the custom audience option.
- Use an existing customer list (emails, phone numbers or Facebook Ids)
- Retarget people who’ve visited your website or a specific landing page
- People who’ve used your app
All of them are powerful options.
But for most niche marketers, the first two are more relevant.
Let me quickly explain what they are and how you can use them for your business.
As I said earlier, if you already have an email list or a list of phone numbers, Facebook can help you target these people with your ads.
How? Because Facebook has more than 1.5 billion monthly active users and anyone who has email or a smartphone probably has a Facebook account has well.
So you just need to upload your contact list, and Facebook will match it with its own database to see which of your list members are active Facebook users as well.
Cool isn’t it?
You can share the list with Facebook by either uploading a CSV file (downloaded from your email marketing software), copy/pasting the contact list or by linking with a MailChimp account.
Once you upload the file, Facebook will take around 30 minutes to set up your audience. You’ll get a notification when your audience is ready.
Great, isn’t it?
If you have a huge email list, you’re bound to have a large chunk of subscribers that do not open your emails, or never take action.
By uploading your list, you can now target them in a completely different environment, bring them back to your site and boost conversions.
But wait, there’s something even more powerful you can do with this list. Something that’ll instantly give you thousands of highly relevant potential subscribers.
But I’ll make you wait.
First, let me explain the other custom audience option
Target Website Traffic
So if you have a website that attracts more than 500 pageviews per day, you can target the people who’ve recently visited your website but did not take any action.
This is called retargeting and it’s a powerful way to drive more traffic.
Just think about it.
A random Google searcher lands on your website, really likes what he sees, looks at your sales page, goes one step ahead and is about to check out.
But for some reason, abandons the purchase.
Now here’s someone who took the time to view your product and sales page but still didn’t buy the product. Maybe there was something wrong.
You can target this person on Facebook and persuade him to complete the purchase.
Studies show that almost 75% of abandoners leave with an intent to return.
A separate study indicates that abandoners spend 55% more on average when retargeted.
So how do you create a Facebook audience from your website traffic?
In three simple steps
- Create a Facebook Pixel (an html script) for your account.
- Add the Pixel to your website code
- Create your custom audience
Let me show you how.
Create your pixel from Ads Manager–>Assets–>Pixels
From there, just follow the instructions, choose a name and create your pixel.
Every Facebook user can create just one pixel.
No matter how many websites you have, you’ll use the same pixel code to track your traffic and conversions (just like Google Analytics).
The pixel code is made up of two different sets of code – the base code and the standard event code.
You’ll need to copy/paste the base code between the <head> </head> tags of your website code to start tracking.
The standard event code is optional, and can be used to track specific conversion goals on your page, for example, Add to cart, Number of views, Search etc.
Every action has its own standard code that needs to be placed within the base code.
You can find these codes on the pixels page in your Facebook account under the “create conversion” tab.
The pixel will start tracking your website/landing page visitors immediately. You can monitor them in the pixel dashboard.
You can add this pixel to as many websites as you want.
But when you want to target the audience of a particular website, you can create it from the custom audience tab and mention the URL to track.
Over here, you’ll be able to mention the specific URLs that you want to target.
Again, Facebook gives you lots of options to include or exclude certain types of people from your audience.
For example, if your ad is routing people to a specific landing page, and you want to track those people, you’ll choose the second option “people who visit specific web pages”
Once you finalize the audience criteria, this particular custom audience will be saved and displayed in your audience dashboard.
You can create as many custom audiences as you want based on different criteria, and show them ads based on their interests and behavior.
Now how cool is that?
Double-Triple Your Audience by Creating Lookalike Audiences
If you’ve come this far, I’m sure you’re waiting for that one magic trick I said I’ll tell you more about.
Well, here it is.
This is one of the most amazing features in Facebook advertising and it really is a niche marketer’s dream.
So here it is.
When you create custom audiences, either by uploading your own customer list or by building an audience from your website traffic, Facebook gives you the option to create lookalike audiences.
Suppose you upload a list of 2000 email addresses and build a custom audience from it. Facebook will find out all the users, from those 2000 people, who have Facebook profiles.
When you select “Create Lookalike Audience”, Facebook analyzes its database of more than 1.5 billion active users and creates a lookalike audience that has the same interests and preferences as your uploaded list.
And trust me, Facebook does a great job at understanding people’s interests and preferences.
So the new audience you get has almost the same interests as your subscribers.
You can now target them in your ads and convert them into your email subscribers.
If you understand the power of this feature, you can grow your email list 100x quicker than any other list building technique.
This is truly a game changer.
To create a lookalike audience, go to Ads manager–>Audiences
The audience dashboard has a list of all your custom audiences, which you’ve created either from your email list or from your website traffic (pixel).
Choose the audience for which you want to create a lookalike audience
You need to choose your target country for creating a lookalike audience.
For example, if you choose the United States, Facebook will look for its users in the US who are similar to your subscribers in terms of their interests and overall preferences.
Keep the audience size small to find users that closely match your criteria.
Once you confirm your targeting criteria, Facebook will take 15-30 minutes to prepare your lookalike audience.
When it’s ready, your lookalike audience will be displayed as “active” in the audience dashboard.
(P.S. If you’d like to download a FREE SPECIAL REPORT! on How To Unlock Facebook For Unlimited Targeted Traffic That Puts Money In Your Pocket!”, click here or the image below)
Breaking Through the Facebook Ad Jargon
Admittedly, the language used within the Facebook Ads Manager setup can be a little jargony if you’re not used to ad and marketing speak in your day-to-day work.
Even Stuart found it a little confusing at first.
“What I found really confusing when I first started FB Ads was understanding the difference between campaigns, creatives, ad sets, adverts,” he said. “It seemed like so many layers to me… and so many different things and I couldn’t understand what was what or how to name them.”
So here’s a little go-to dictionary to help you with that:
An ad or set of ads aimed at one specific purpose (objective).
You can have one or multiple campaigns, depending on how comfortable you feel running experiments within the platform.
The purpose of a campaign. It can be to get likes on your Facebook page, more traffic to your website, more people to download your app, or a number of other things.
Beyond Facebook’s demographic targeting, this is how you can target people that would be interested in what you have to offer and exclude people you don’t want to waste your ad budget on.
Basically, any piece of information someone publishes on Facebook about themselves.
If you have page fans, you can choose to only advertise to people who are fans of your page, or choose to advertise to everyone that doesn’t like your page.
You can also choose to reach people who have friends who like your page.
The same goes for app users and event attendees.
The ad creative is simply what your ad will look like: the image (or slideshow, or video), and the call to action text.
Initially, I thought this meant “collection of ads.”
But instead, it stands for the “set” of people you choose to advertise to.
Basically, how you set up your custom audience, connection types, and demographics for your ads.
How To Create High Converting Facebook Ads
If you’re like me, and most other internet users, I’m sure you hate banner ads by Google and other advertisers that appear on different websites.
They disrupt user experience and are just plain annoying.
So it’s no surprise that more than 54% users don’t trust banner ads and a whopping 30% find them completely intolerable.
Facebook learned from this and came up with an innovative way to display ads without annoying its users.
As the name suggests, Desktop News Feed ads appear as normal posts in the news feed of a Facebook user.
And that is exactly why they’re so effective – because they don’t look like ads!
They can, however, be recognized by the ‘sponsor’ tag at the top and, in some cases, a call to action.
Mobile news feed ads appear the same way, with slight changes in size and style.
I know of several niche businesses that have grown exponentially over the last few years using news feed ads.
For example, Steve Voudouris, grew the Facebook page of his business ExtremeTerrain.com to almost 250,000 fans and built a thriving automotive parts & accessories business using Facebook news feed ads.
There are countless other examples of how using news feed ads the right way can help niche businesses thrive on Facebook.
The 4 Things All Successful Facebook News Feed Ads Have
Facebook news feed ads help you earn you a lot more eye-balls than right column or Instagram ads.
But that doesn’t mean your ad is automatically going to drive action as well.
An effective advertisement is not only eye-catching but is also persuasive enough to drive action from the user.
If you look closely, most high-conversion Facebook news feed ads have these 4 things in common.
Effective Facebook Ads Use Eye-Catching Visuals
What’s the best chance for your ad unit to stand out and get noticed by a Facebook user scrolling down his news feed?
An eye-catching image, of course!
90% of all information transmitted to the brain is visual, and our brains process visual information almost 60,000 time faster than text.
Like all other social networks, Facebook also gives preference to visual content because it drives much greater user engagement.
As Chelsea shows in this post, you’d never find an effective Facebook news feed ad that’s bringing in lots of click and leads, with a bad or dull image.
But what kind of images work better when it comes to Facebook advertising?
Headshots with Strong Emotions
According to Search Engine Land, images that feature happy women and human headshots are most effective.
Images that show people with strong emotions also tend to work really well.
Stuart found this when he ran multiple news feed ads promoting his 1781 Niche Ideas report.
Contrasting Color Combinations
The colors used in your ad image is another key factor that has a huge impact on the effectiveness of your ad.
As a rule of thumb, always use colors that make your ad stand out from everything else on a user’s news feed.
Your objective is to get the user’s attention, so choose colors that do not easily blend with the surroundings.
The primary color scheme of Facebook is blue and white.
So any contrasting colors should work well, as long as you avoid dark blue.
For example, orange color is a direct contrast to dark blue, and should immediately catch the user’s eye.
Here’s a good example of using these contrasting color with a high-quality image, in a subtle way.
High-Quality Image with the Right Size
Your ad image is the first thing that the majority of users will notice. So make sure it’s the right size and quality. Here’s a detailed infographic on Facebook image guidelines.
Images are the most important part of your Facebook news feed ad unit.
You should spend the most time finding or creating the right image for your ad, even if it means hiring a designer and spending some money.
There’s no point spending thousands of dollars on advertising if your images aren’t making people take notice.
Find or create 3-4 high-quality images for your ads, and then split test to find the one that converts the best.
Successful Facebook Ads Are Relevant to the Target Audience
Can you imagine spending all that money on Facebook ads that are not relevant to your target audience?
It sounds bizarre, but many marketers create ads that do not connect with their target audience and end up appearing irrelevant.
When you’re creating an ad, think from your customer’s perspective.
What is the one thing about your ad that’ll immediately make them take notice?
Following one of the fundamental marketing principles, create your ad around the core benefits of your product, not the features.
Identify the pain point of your audience and create an ad that effectively communicates with them.
To help you with this, Facebook Ads manager shows an ad relevance score for every ad unit.
The ad relevance score is based on the data Facebook has about your target audience and their behavior towards other similar ads.
A high score means that your audience is likely to respond positively to your ad unit.
A low score, on the other hand, means there’s a good chance your target audience would ignore, close or even mark your ad as irrelevant.
A high relevance score also means a lower cost per click for your ad campaign (and vice versa).
So for example if you run a retargeting campaign for your niche website about weight loss for new moms, the relevance score would tell you how likely your target audience is to respond positively to your ad.
Winning Facebook Ads Show an Attractive Value Proposition
You can’t get people to click on your ad if they don’t see any value in it.
It’s that simple.
And all successful Facebook ads do a great job at highlighting their value proposition.
In plain words, a value proposition tells your target audience why they should click on your ad. It’s something persuasive enough to make them take action.
It can be anything that makes you different.
For example, the value proposition for Stuart’s “Download 1781 Done for You Niche Reports” is simple:
It’s offering users to save hundreds of hours of niche research and providing them reliable and in-depth reports developed by niche marketing experts.
This news feed ad is also a good example of a clear value proposition.
What’s the first thing that caught your eye in this ad?
If you’re like the rest of us, it should be the words “free trial”.
Plus, the ad description also mentions that they use no artificial colors, sweeteners or flavors.
Every Effective Facebook Ad Includes a Clear Call-To-Action
You don’t create ads just to look good. You create them because you want people to take specific actions.
And no matter how subtle your message is, you’d ALWAYS want to add a clear call to action with every ad.
Just tell them in clear words what you want them to do.
For news feed ads, Facebook has different call to action buttons depending on your objective.
So instead of using the plain old “submit” button, use action based text like “Click Here”, “Download”, “Learn More” etc.
AdRoll experimented with different call to action buttons in their Facebook advertising campaigns, and came up with some really interesting results.
But calls to action are not limited to just the ad buttons.
You also need to add CTA’s to your ad headline and description text by using action words.
For example, look how this Starbucks ad uses action words both in the link description and link meta.
Plus, it clearly highlights the time and date of the event to help users take action.
Creating an Effective Facebook News Ad
So, now that we’ve taken a good look at some of the best practices to follow when creating Facebook news feed ads, let’s quickly go through the step by step process of actually creating an ad unit.
I won’t go into the details of setting up an ad campaign, configuring an ad set and fine tuning your audience targeting.
But I’ll give you a quick recap of Facebook’s Ad hierarchy.
Facebook ads have 3 layers.
- Ad Campaign: This is where you choose the objective of your ad.
- Ad Set: This is where you choose your target audience, ad schedule and budget.
- Ad Unit: This is where you create the actual ad design (the things that we’ve talked about in this post)
So we’ll jump straight to the third layer, Ad.
Start this step by naming your ad unit.
This is important because each Ad Set can contain multiple Ads, so you need to name them to allow tracking.
When creating an Ad unit, you need to configure two things
- Ad Format
- Ad Creatives (images/videos and text content)
There are primarily two types of ad formats.
- A single image or video in your ads
- Multiple image or carousel ads.
The latter, carousel ads, is a growing trend especially among eCommerce businesses.
It gives advertisers additional flexibility by allowing them to display multiple images, videos, links and calls to action in the same ad unit.
According to Search Engine Watch, carousel ads are driving 10 times more traffic as compared to other types of Facebook ads.
However, it’s still an evolving ad type that is more suitable once you’re familiar with Facebook advertising and have run a few campaigns.
Keep it simple at the start and stick to the single image news feed ad which is also a great way to drive traffic to your landing page (which is the primary marketing objective of most niche marketers).
In the single image/video news feed ad, you need to configure five things
- Text description of the post
- Ad images
- Ad headline
- Ad link description under the headline
- A Call to Action
Start by choosing the images for your ad unit.
You have the option to upload your own images or choose from Facebook’s free stock images.
However, make sure that the images you choose have minimal to no text content.
Previously, Facebook did not allow any ad images with more than 20% of text content.
While that rule has now been relaxed slightly, Facebook still does not encourage using too much text content in images and may not give your ad any exposure if it has too much text.
You can use Facebook’s text overlay tool to see if your image is acceptable.
Keep the image guidelines that I mentioned earlier in this post.
Once you find the right image, upload it to your ad unit.
You can add up to 6 images per ad, but don’t do it in your first few campaigns.
Also, make sure your you’re creating the ad for desktop news feed only.
Disable all other placement types (mobile news feed, Instagram etc.)
Why? I’ll explain this in a moment.
For now just choose your image and move to the next step, which is setting up your headline and description text.
Facebook will automatically connect your Facebook page with this ad campaign (unless you have multiple pages).
Next, add the URL of your landing page.
Your headline is the second most important component of your Facebook ad unit.
As I mentioned earlier, you need to use words that drive action and generate interest in your ad.
You can create headlines up to 25 characters, but according to AdEspresso, the best and most effective Facebook Ad headlines are 5 words or less.
They also found that headlines that included words like Free, New, You and Instantly had a much higher click through rate.
The same trend was found in the text and link descriptions (although they allow more characters; up to 90 to be exact).
Post text and News Feed Link Description (found under advanced options) are both crucial for your ads conversion rates. Here’s some really good advice on getting them right.
Finally, you’re required to add a call to action to your ad unit.
It’s not compulsory, but as I explained earlier in the post, you should always add a CTA to your advertisements.
Once you’re done with this step, click “Place Order” and wait for Facebook’s approval (doesn’t take long).
Test Multiple Ads for Best Results
I asked you to choose just one image and limit your ad to desktop news feed only.
Because if you choose multiple images for the same ad and run it mobile and desktop at the same time, you won’t be able to test different ads because you won’t know which factors are causing the change.
But now that your ad is limited to just one image and desktop news feed only, you can create 2-3 other similar ads and test them against the first ad.
To do that, go to Ads Manager and click on the Ad Campaign you’ve just created.
Here, choose “Ads in this campaign” from the drop down menu
This will take you to the ad unit that you’ve just created. Click on the ad unit to go to its dashboard where you’ll be able to create a similar ad.
Now create a new ad, with exactly the same text content, but with a different image, and click on “Place Order” to submit your ad. Repeat this process one more time and create a third ad unit with a new image.
Remember, all three of these ads are placed on desktop news feed only.
Once they’re approved and start running, monitor them for 24 hours and review the performance of each ad.
Keep the best performing ad and get rid of the other two.
You can use this same process to test other elements of your ad like headlines, placement platform, link text etc.
But always one factor at a time for accurate testing.
Are You Ready to Create Your First Ad?
This is it as far as creating an image based news feed ad is concerned.
There can be dozens of other variations of this ad but, as I said earlier, it’s better to start with a simple ad that helps you get familiar with Facebook’s advertising tools and options.
So, what are you waiting for? Start playing with Facebook news feed ads and let me know how it goes.
What Is Retargeting and Why Should You Use It?
As you’re probably already aware…
Facebook allows you to place a ‘pixel’.
Or in other words a small piece of code on your website.
Then it “tags” any visitors to your website and tracks them.
Allowing you to display ads, on Facebook, to your previous website visitors that are tagged by this pixel.
This is useful because anyone who’s already visited your website is warmed up to you and your content.
So displaying ads to warmed up visitors meaning they are more likely to click and more likely to return to your website (traffic).
Plus ads to retargeted website visitors are MUCH cheaper than targeting NEW visitors.
As new visitors are NOT warmed up to you and your content and less likely to click your ads.
So retargeting allows you to get to grips with Facebook Ads much cheaper than if you were targeting new people.
It can be a cheap and easy way to drive traffic back to your site.
And also a good way to increase conversions to sign up pages and sales of your products.
As the more times a person is exposed to a sign up or sales page, the more likely they are to sign up or buy.
Why You Need To Know Your Numbers BEFORE You Start Paying For Traffic
An important note:
Before you start paying for traffic like Facebook Ads or any other it’s essential you know your numbers first.
You must know how much a subscriber or new customer is worth to you first.
Because if you don’t know how much they are worth, how will you know how much to spend to acquire a new one?
If you’re spending $3 to get a new customer but that customer is only worth $1 to you over their lifetime, then you’re LOSING $2 for every new customer you get.
And that’s a quick way to go broke.
Work out the life time value of your subscriber / customer FIRST.
This could easily be a whole post in it’s self so instead of trying to explain all the ins and outs of it here’s 2 good resources:
These explain it far better than I ever could.
Get to know your numbers BEFORE you start buying traffic.
Case Study: How I Converted 51.54% Of Returning Visitors Into Email Subscribers With This Facebook Retargeting Strategy
Summary of case study:
- Aim: Get new email subscribers for 1781 niches lead magnet.
- Who targeting: Everyone who visited NicheHacks
- Duration: 90 days
- Ads Displayed: 25,657
- Traffic back to site: 1,519
- CTR: 1.30%
- Cost: £720 / $1,017.28
- Total leads: 783
- Lead conversion rate: 51.54%
- Average cost per lead: £0.92 / $1.29
- My customer lifetime value: $2.90 over a 3 month period.
Ok so now down to the nitty gritty…the data and results!
My aim was to get new email subscribers to my main lead magnet (1781 niches list).
I retargeted EVERYONE who visited the website back to my 1781 niches opt in page.
And the reason I retargeted instead of targeting completely new people was I knew it would be cheaper.
And I could get a grip on which adverts worked whilst spending less before rolling the ads out to new people who had never visited the site.
I ran this experiment over 90 days (ish) from 1st January to 1st April.
My ads were shown to 25,657 people in total all who had visited NicheHacks previously.
Total traffic that came back to the site from the ads was just 1,519 which is a low 1.30% click through rate.
Not exceptional by any means especially seeing as these are warmed up visitors.
So my ads obviously need work before I target NEW people as I’ll be paying through the nose for them.
So whilst none of the initial figures look good they aren’t actually overly important right now.
My aim here was to get subscribers for my lead magnet.
And even though only 1,519 came back to my site.
The amazing thing is…
783 of those became subscribers
Which is a 51.54% conversion rate.
Which IS a great number.
And seeing as I spent £720 / $1,017.28 on these ads to get 783 new subscribers.
That means each new subscriber cost me £0.92 / $1.29.
And as a new subscriber is worth on average $2.90 to me (I know my numbers)
That means I can pay anything up to $2.90 to acquire a new one and still be breaking even.
At $1.29 per subscriber I’m winning.
I really wish I could tell you EXACTLY how many of those subscribers became paying customers over the 90 day experiment period.
But the tracking pixel that was supposed to record sales didn’t work for some reason.
And I only noticed after this experiment was finished.
So to Summarize:
- I re-targeted ALL website visitors back to an email opt in page.
- Whilst my click through rate was super low at just 1.30%.
- My optin rate for those visitors that did return was 51.54%.
- And cost me $1.29 per subscriber.
- With each subscriber being worth $2.90 to me I’m ahead.
The Ads, Copy And Landing Pages I Used
Now I’m no genius when it comes to creating Facebook Ads.
You saw above I only managed a 1.30% click through rate from already warmed up subscribers.
Which is pretty poor.
But the ones that came back DID convert like I was aiming for.
So that’s what counts.
So here’s the type of ads I used to get them back to the landing page:
All these are taken from Facebook’s free stock image library.
I tried many different ads and consistently these shocked people (and cats) ones were the best performing.
I guess it’s because it draws attention.
Humans and animals get people looking.
And the shocked / surprised element makes you want to look closer.
I tried using shocked looking attractive women in the ads assuming that my mostly male audience would pay closer attention to these.
They didn’t prove to be any more effective than using a shocked man.
I also tried to use people who fit in with the main age range of my audience (40-55) in the images.
These didn’t perform any better either.
Younger men, looking shocked, outperformed them.
I also tried many other images of everything from clouds with the word “niche” in them to piggie banks
Don’t ask the rationale behind this as there isn’t one, I was experimenting.
These had terrible results and I ended up paying 10x more for a subscriber with them.
I’ll not pretend I have worked out EXACTLY why some image work and other’s bomb.
Even with the shocked / surprised people some worked well and other’s despite being similar, bombed.
I have no concrete conclusions yet about which ones will work and which won’t.
But on the whole shocked people have proven to continually work better than other stock images I’ve used.
Headlines and Ad Copy:
My headlines and sub-text were straight to the point and benefit driven.
Benefit: “Stop wasting your time doing stupid niche research”.
I knew this headline worked best from my opt in boxes and pages on the site.
And it was consistent with the headline on the landing page they saw after clicking the ad.
Straight to the point: “Download 1781 niche market ideas”,
And that’s EXACTLY what you get when you land on the page.
Which is why conversion rate was high at 51.54%.
Summary of Ads That Convert:
- Images of shocked or surprised people work well because they draw attention.
- Surprised looking cats too, who doesn’t love cats?
- At first I thought using attractive women, looking shocked, would give the best results but over time it showed this wasn’t the case.
- Shocked men and women both work.
- Using Facebook’s free stock images is fine, it’s not essential to design custom ad images.
- Ads don’t have to be congruent with the landing page design (my images don’t match anything they see on the landing page).
- Straight to the point headlines and sub-text.
- Benefit driven headlines work.
Wrapping The Retargeting Case Study Up
In this short Facebook retargeting strategy case study I’ve shared…
What Facebook retargeting is and WHY it’s important for you.
Why you need to know your numbers BEFORE you start.
And I’ve shown:
How despite pretty basic ads with low click through rate.
I’ve managed to convert those that did come back to my site at over 50% into email subscribers.
At a cost MUCH lower than an email subscriber is worth to me on average.
And what type of ad images and copy work.
So you can try a similar technique and ad types for yourself.
Before you go can you do me one thing?
Tell me in the comments below about your experience with FB retargeting and Ads?
How’s it worked for you so far?
Related Course: Facebook Marketing Excellence (Videos)