Stop Wasting Money & Leverage Free Distribution For Successful Facebook Ads…
That sounds like a contradictory headline but it’s not.
Let me explain:
I had two businesses this week contact me to run Facebook Ads for them.
With digital ads, one has two options:
1) Create an ad, spend money on distributing it and see what the results are, then keep creating more ads and spending money on distributing them until you find an ad (or ads) that work(s); or
2) Do the same thing but with “content” defined as being non-offer and call-to-action based, let the online platforms give you free distribution to see what people respond to, then use that a) as-is or b) the basis of an ad with an offer and calls-to-action.
Unless of course, you already have an ad that converts, then you just run that as an ad.
They didn’t, and most:
1) Don’t have an ad that converts, because if they did, they wouldn’t be seeking help to run Facebook Ads; or
2) Don’t want to waste hundreds or thousands of dollars testing ads to get to that point — an ad that converts, so the content alternative is *a* way to get there.
Here is an example:
Out of the attached 6 “messages”, the bottom right one was the best “performing”.
And the top right one was the worst “performing”.
Not by my standards, but by the opinion of the market.
It’s pure maths.
Now, that gives me a clue about what people like.
And if I were to run ads against these “messages”, I’d pick the bottom right (if these 6 were the only options I had).
I’d run ads either:
1) As is; or
2) Go back and rejig it to be more direct response in nature, but keep the essence of the “message” (as the market has proved it already).
If choosing option 2, the other thing to think about is the offer in the ad:
Obviously, for example, “contact me” isn’t as compelling as “contact me for a 30 min consult” or as compelling as “contact me and I’ll give your $100”, etc.
The offer is usually the best predictor of action.
If you’re not getting people taking action then it’s likely the offer.
So, it’s best to start the ad creation process with the offer and then create the copy and headline from there.
But, you may not know if it’s the offer unless the audience consumes the headline and copy, so many times it is best to change the hook and then the story so the audience gets to the offer to be able to consider it.
To get to the paid ad stage, one should be running a lot of ads as organic “content” on their existing Facebook accounts to test what will work.
The problem with this is that once people start to see the pattern, they begin to ignore it.
Always throw right hooks?
People will start to duck them and they become an ineffective tactic.
This is why ad fatigue occurs, and why pattern interrupts work!
And, this brings me back full circle to the first of two options for digital ads:
Create an ad, spend money on distributing it and see what the results are, then keep creating more ads and spending money on distributing them until you find an ad that works.
But like I said, most:
1) Don’t have an ad that converts, because if they did, they wouldn’t be seeking help to run Facebook Ads; or
2) Don’t want to waste hundreds or thousands of dollars testing ads to get to that point — an ad that converts, so the content alternative is *a* way to get there.
And this leaves the latter option: do the same thing but with “content” defined as being non-offer and call-to-action based, let the online platforms give you free distribution to see what people respond to, then use that a) as-is or b) the basis of an ad with an offer and calls-to-action.
The added advantage to this is it builds brand recognition and brand equity by providing valuable information.
