Most people are afraid to do Facebook advertising because they’re afraid they’ll make mistakes. Perhaps they already lost a lot of money to Google Ads. Or they spent too much on a Facebook campaign that had zero return.
This video I found lists three. Watch it and then let’s talk about it further.
Finding the Right Audience
It’s true. A big mistake is sending the ad out to everyone and spending a lot of money but getting no return. You may as well go to a convention and shout “Who is interested in learning about Tupperware!”
You want to talk to the people who have an interest in what you’re offering. The best people to buy from you are those that have already bought something similar.
Don’t believe me? How many books or courses have you purchased on a single subject like sales, marketing, or advertising? If you’re like me, one is good and five or six is better. (The key is to actually read through the material and then apply it. You don’t get smarter by osmosis.)
The best person to buy a hamburger is someone who already bought one because they know they like it.
Brian Flemming talked about a look-alike audience. You have to have your pixel seasoned before you can do that. What’s that mean? It means you send at least 1000 people from your Facebook page to your website so Facebook knows what kind of people convert best.
Not Using Conversion Pixels for Tracking
The pixel will help you tremendously. You can use it to help Facebook help you. What I really love is that you can advertise to people who went to your sales page but did not end up on your thank you page. That is called retargeting.
You don’t know what happened…maybe a girl scout came to the door. Maybe their computer froze up. Maybe they had a question. Convince them to come back and re-read your sales materials.
Conversion pixels are powerful. You can have more than one. You can have them set to track lead generation, page views, conversions. They’re the WD-40 or bailing wire of online advertising. So learn to use them.
Not Using Facebook Reports
As we mentioned, a targeted audience is the best audience. If you’re advertising to men and women, look to see who engages more with your ads. Then create a new audience for just men or women.
And then you can start targeting down even further when you find age ranges and interests. As you get better engagement and conversions, the less you’ll pay per click. Facebook rewards good performance.