How To Create A Successful Facebook Ad Campaign?
Would $300 make a difference in your life? Probably not. What if I told you could easily replicate the process I am going to teach you today to make multiples thereof? What I wanted to share with you today is a simple strategy that enabled me to make $300 from Facebook advertising within a short period of time.
In my opinion, Facebook advertising is one of the easiest ways to make money online whether you’re a newbie or veteran affiliate marketer. However, the exact steps you need to follow when setting up your Facebook ad campaign could be a matter of life or death when it comes to making it in the online world!
Let’s have a look at what a successful Facebook ad campaign looks like then!
I went ahead and created a brand new Facebook ad campaign. Below is the exact same ad I used in my campaign that we will use for the purposes of this case study.
As of today, my stats are as follows:
Total affiliate commissions: $291.76 (£223.76) between 7th July and 16th August 2016.
Total number of sales: 11 (the highest being for $94.56, the majority of them accounting for $11.76 )
My overall opt-in rate for this campaign is 62.13% or 233/375 hits to opt-ins ratio (51% for the product owner as self-reported).
Average cost per click: £1.55 ($2.01)
Average cost per lead: £1.62 ($2.11)
Total number of leads generated: 233 (statistically, each lead is worth $1 per month)
Total ad spent: £376.85
Return on investment: -£153.09 ( £223.76 less £376.85)
Average lifetime value of a customer: $15
Now, I have a negative return on my investment. What’s so merry to be about?! Firstly, it’s still very early on in the sales funnel and some of these leads will convert into buyers as they move along the sales funnel. Secondly, I know my stats. Each lead I bring is worth on average $15. This means that the 233 I generated in this campaign are worth on average $3,495 (making my estimated future profit a whopping £2,304.03!) Sure enough, most of them won’t buy anything but others certainly will as they move along the sales funnel. While this might not happen overnight some of them will indeed become loyal customers as I was able to see already. Just one lead I generated in this campaign brought in $147.70 in affiliate commissions!
Estimated future return on investment: £2,304.03 (including £223.76 already generated)
What made this Facebook ad campaign so successful?
- High quality image – rather than using an image provided by the product owner I went ahead and paid an outsourcer on www.fiverr.com to have a similar one created (cost $5). This sets me apart from other affiliate marketers promoting the same product using the exact same images (since these same images are circulating all over the Internet your target market is less likely to respond well to these images as the chances are they have already seen them!). The quality of the image I used is also higher compared to the original. Please note the use of word FREE in the image itself. The use of colour stands out against Facebook’s blue background rather than simply blending in.
- Start with a compelling question – questions work great as it’s more difficult to ignore a question than it is to ignore a statement (that’s just the way our brain is wired!)
- Compelling ad copy – the copy that stops you in your tracks is the copy that works best! Most people believe Internet marketing gurus leave the most important bits and pieces out leaving the uninitiated in the dark. That’s the point I tried to reinforce in my copy.
- Appeal to their pain points – what are the biggest challenges and obstacles that target market faces? Is it not getting enough sales, opt-ins, leads, traffic, conversions etc.? ‘Ever Wished You Could Get Your Hands On The Exact Same Tools Real Marketing Gurus Use’ and ‘Don’t Be Left In The Dark’ reinforces a common belief among affiliate marketers that marketing experts are not telling you the truth or are withholding a piece of the puzzle that is preventing your from achieving success. At the end of the day, if you could get your hands on these tools wouldn’t you be successful? Another good example would be ‘Are You Not Getting Enough Sales/Opt-ins/Clicks?’ etc. Most Internet marketers can identify with these problems. What’s making your prospects lose their sleep?
- Highlight the benefit – what’s the benefit they are going to get? This should address the issue you appealed to earlier on. Whether it’s more sales, clicks or traffic make it a point to reinforce the benefit they are going to get. That’s why ‘Download FREE e-Book And Ethically Steal The Tools The Leading Marketers in The World Use!” works so great in this case.
- Make it clear what it is that you are offering – I mentioned it three times throughout my ad that what they get is a FREE e-book by using words ‘Download FREE e-Book’ and ’37 FREE Best Marketing Tools’ in the copy itself and once in the image (’37 FREE Best Marketing Tools’)
- Clear call to action – make it as clear as possible as to what they need to do to get your product or service, e.g. ‘Download FREE e-Book’ and ‘Download PDF Now!’. Another good call to action would be ‘Click Here To Get Your FREE Copy’
- Use of word FREE – if you haven’t yet discovered the power of word FREE this is going to be by far your favourite word in the world starting from today! Use it at least once throughout your copy. People absolutely love FREE stuff,especially if they know they would normally have to pay for it. As you can see, I have used it three times in my copy.
- Urgency – creating urgency works great. Reinforce the idea that the product is only going to be available for a limited time or that there are only a few copies left. Most people consider #7 to be their lucky number and that’s the reason why I used it. Hence, ‘Hurry Only 7 Copies Left!’, ‘Grab These Tools Now While You Still Can’. and ‘Download PDF Now!’. You’d be surprised how many people hate missing out on stuff! Saying that there are only two copies left might stretching it a bit too far although I encourage you to experiment with the idea.
- Download versus Sign Up button – ‘Download’ button works better (partly because it seems innocent and is more of a promise compared to ‘Sign Up’) as people have become increasingly wary of signing up to anyone’s lists these days. I believe that a sign up button triggers a ‘flee’ response. There’s simply too much pain associated with signing up to someone’s email list! The way to go round this is by creating urgency. By creating urgency you bypass brain’s ‘fight or flee’ response. Now, it becomes more painful to miss out on stuff!
- Display URL – rather than displaying my affiliate link I decided to make it look as if you were being redirected to my own website instead, www.sandrastachowicz.com
Word of caution: Feel free to experiment with these ideas, however, I strongly discourage you from going ahead and copying my ad copy as is as you would be infringing upon my copyright and could potentially land yourself in jail (beware, I’m a smart little cookie, after all, I’m a lawyer’s daughter!). Either way, I will not hesitate to report any such ads should I see them circulating all over the Internet (this could potentially lead to your Facebook account being permanently closed down with no way of ever recovering it).
10 Things You Need To Remember When Setting Up Facebook Ads:
#1 Make sure your ad and landing page are congruent – have a good look at your landing page and make sure your ad copy is relevant (the easiest way to do this is simply copying the headline from your landing page and using it in your ad copy)
#2 A low cost per click (CPC) is not your aim – at the end of the day CPC means nothing if you’re not bringing in high quality leads You should focus on cost per lead (how much you pay to bring in each lead/subscriber) instead You should aim for $2 per lead.
#3 Use eye-catching images – there’s nothing worse than using poor quality images You should grab your readers’ attention by using high quality images that stand out against Facebook’s blue background
#4 Start with a compelling question – questions work great as it’s more difficult to ignore a question than it is to ignore a statement (that’s just the way our brain is primed to react)
#5 Appeal to your target market’s pain point – think in terms what your target market is struggling with e.g. not getting enough traffic/leads/sales/opt-ins etc. Start your copy with a compelling question, such as ‘Are You Not Getting Enough Sales?’
#6 Provide them with a benefit – highlight the benefit of the product or service you’re offering, e.g. ‘Get This Free e-Book And Get More Sales!’
#7 Urgency works great – incorporate a great call to action, e.g. by saying ‘Don’t Miss Out And Grab Your Copy Today!’ or ‘Hurry The Last 7 Copies Left!’
#8 Use a great call to action – use a call to action to let your readers know what they need to do next to get whatever it is you’re offering, ‘Click Here And Get Your Copy Now’
#9 Test your sales funnel – optin to your squeeze page/landing page and make sure everything’s working the way it should Make sure there are no technical glitches
#10 Take a last look at your ad and scrutinize it – is there anything that could be improved? Think in terms of images, ad copy, placement, targeting etc.
Don’t get disheartened if at first you don’t get desired results. Tweak your ads, then rinse and repeat until you get it right. It’s all a matter of trial and error. Even if 9 out of 10 of your campaigns turn out to be unsuccessful you need to remember that you need only one successful Facebook ad campaign in order to make it in the online world!
I hope you’ve found this post useful. Are there any strategies that you’d like to share that made your Facebook ad campaign successful?