029 - Four Ways of Getting the Most Out of Your Facebook Ads

“I tried Facebook ads once but it didn’t work” is the marketing equivalent of, “I went to the gym once but it didn’t work.” Getting the most out of Facebook ads is today’s topic and our resident expert, Alicia Piazza, explains the difference between boosting and budgeting, how to target your audience, and setting your expectations for results. So whether you’ve tried Facebook ads once or are a complete newbie to the world of paid social media advertising you don’t want to miss this episode!

 

Stuff we mentioned during the podcast:

Podcast 012 - Tips for the Social Media DIY'er

How To Build Buyer Personas For Better Marketing

Facebook Text Overlay Tool (measures proportion of text/image in your FB ad)

Lil’ Rhody Marketing Support Group

Bonus Content: 4 Rules to Follow When Using Facebook Ads (PDF)
(available to MET Podcast subscribers)

 

You can also find us on Apple Podcasts.

Transcript

Justin: Hi and welcome to the Marketing Essentials Podcast. Our unique team helps small businesses grow by providing essential marketing expertise.

Bill: Hello and welcome to the Marketing Essentials Podcast. My name is Bill Parmentier with W. Parmentier Photography.

Justin: And I'm Justin Kerr, of Justin Kerr Design.

Alicia: And I'm Alisha Piazza with Custom Marketing Solutions

Bill: And together we make up the

Everyone: The Marketing Essentials Team

Bill: We're getting it, we're getting it. So today what are we talking about Alicia?

Alicia: We're here to talk today about four ways to get the most out of your Facebook ads. So Facebook ads, if you or social media ads in general, if you have a social media channel for your business now, organic Reach is on the decline and it sits next to none. So what that means is, if you have about 100 followers on your page just for numbers sake, you reach like 5 percent of your followers with every post.

Bill: Wow, so that's 5 out of every 100 followers you have might see it.

Alicia: Or even less at times. So organic posting is pretty much, it's you still have to do it, but ads are one of the services we offer and we see a lot of results with ads if they're done correctly. So one of my biggest things that I hear when I start talking to a new client or prospect is, “Oh, I tried Facebook ads and they did not work for me,” and this is you know, so today I'm gonna sum up like four things that you can do, to make sure that your Facebook Ads; you're getting the most out of them and you're using them properly because guy’s, Facebook Ads do work when you do it right. So the four things that I kinda want to review today are the technical things that you know, some basic technical stuff for setting up your ads. Understanding your audience and having the right ad ad copy top a funnel versus bottom of funnel. And the expectations and results you should have for your ad copy. And these four things are gonna help you make sure that you're getting the most out of your Facebook Ads.

Justin: why do I feel like there's gonna be a lot of gym analogies? This woman, cause you talked about you know, it does work but you have to, you know it's like saying hey I have a gym membership. I went once, but I don't I'm not in shape.

Alicia: Yeah, yeah that's a good point. You know, anybody can have a Facebook page, but if you're not running ads properly, just like if you went to the, if you didn't go to the gym properly you're not gonna see results. And that would include not going enough or not using the equipment or the machines or exercising properly. That's it that's a good analogy.

Bill: Yeah that works.

Alicia: So, the first point I'm just gonna jump in real fast because I feel like I do have a lot to cover and I have talked about some of the stuff on previous podcasts, but the technical stuff. So, real quick some technical stuff. And I feel like a broken record when I go over this but, do not, so the first thing I want to say when you are boost or when you're setting up your paid ads on social media is do not boost posts and you guys have probably heard me say this one before.

Bill: Just a couple of times.

Justin: Yep. But every time I get an email now that says, “Hey, people are looking at this post you should boost it,” I hear the little voice in my head.

Bill: Don’t do it, don't do it.

Alicia: Yeah, so Facebook like prompts you to boost posts, but the thing is it's really not a good way to set up your Facebook advertising.

Bill: So why does Facebook, never mind it’s probably something we are going to find out.

Alicia: No, no I think that's a great question. It's a gateway. It's like the Gateway to Facebook ads because the boost button is really easy to use. So as a business owner if you can set up an ad in like five minutes or less, that's a great way for Facebook to get your money.

Justin: But it's just shot, isn't it just shotgunning it out there?

Alicia: Right.

Justin: I mean you can't, it's not really targeted it's just.

Alicia:Yeah, so you have limited targeting use business manager ads manager which I've spoke about before in previous podcasts, but um, it will allow you to set up different objectives for your ads. So if you want to run traffic to your website, if you want engagement on a posting urging like a contest then you would want the engagement objective.If you're at the point where you can run conversion ads and get leads to your business landing page or on Facebook then you can run those different objectives. As Justin mentioned, you can do more refined targeting when you use business manager or ads manager and that allows you to do things like look-alike audiences where you can find similar people to your current audience. You can a/b split test, so you can have an ad running with different copy to see which one is going to do best and you can also have more clear and transparent reporting such as click-through rates, reach-in impressions, your frequency relevant score, how long people viewed a video for. All these things are only available if you go through ads manager or business manager. Not quite as it's not the case when you boost so just don't boost

Justin: Well.

Bill: boost bad.

Justin: I mean you can boost, but you're the money you're gonna spend boosting your ad could probably be better spent doing what you just described, which is you know paid Facebook ad where you can really fine-tune it to exactly the people that you want to reach. So it's like you can spend the same, well you could spend a little bit and kind of spray and pray.

Alicia: Mhm.

Justin: That you reach the right people or you can spend a little bit more and really know who you're reaching.

Alicia: Yep exactly and I mean you want to make sure you have, and I do talk a little bit about the budget and stuff but , using using the business manager you're just going to be able to have that refine report and the refined audience in just a more transparent kind of a setup to what your ads are doing for you. Does that make sense?

Justin: Oh yeah it makes total sense.

Alicia: Ok.

Justin: That's I you know it's difficult sometimes to be the an expert in what you do because you understand it and so I'm just trying to dumb it down for someone like myself.

Alicia: Yeah

Justin: To make sure that I get it because you know, there's a lot of moving parts here and you know you you want to get the most for what you're investing.

Alicia: Right and I do have, we do have a podcast where I went through setting up an ad in business manager, it's not as scary as it sounds. So I'll make sure when we you know are posting this podcast, to link back to the other podcast.

Bill: Yes.

Alicia: And lead you down a nice rabbit hole of Facebook advertising. So make sure you have a few hours.

Everyone: Laughing.

Alicia: I guess, I don’t know.

Justin:You’re gonna be on the treadmill a long time.

Bill: Come on we've all done it come on face it we've been on like YouTube and you watch one video and then the next one.

Justin: Oh yeah.

Alicia: Oh ya, this is just ten minutes, three hours.

Bill: I did that yesterday. I had some editing I had to do and I started watching some music video for some, I don't even know what it was, like an 80s music video. And then I started listen to more.

Alicia: And the next thing you know you're buying 80s clothes on Amazon.

Bill: Right.

Everyone: Laughing

Bill: I was going to say I still have some.

Justin: Personally I think cats on Roombas are the gateway drug.

Bill: No, no. Russian dash cams.

Justin: Oh those are insane.

Alicia: Now everybody go Google that.

Bill: Well yeah, the Russian dash cams are basically these accidents just as you see them on the dash cams, where people just crashing into things left and right,. Anyway google. It'll give you something to waste the days with.

Alicia: Yeah, so.

Bill: You can waste a full day's easily. Sorry we got way, speaking rabbit holes.

Alicia: And so I guess going back to the Facebook ads, the the boosting is the number one mistake I see when a business says to me “I tried Facebook ads and it does not work for me”. And, so boosting and then the second thing along with that technical stuff is the budget. Which I'm not going to get too far into the budget because I do have another podcast as well, that talks about you know spending how much you should be spending on your social media marketing. But just, I do feel like these things need to be highlighted, to get going here on the you know what's working and what doesn't work for Facebook Ads? People either spend too little or they are spending too much. So too little like 20 bucks and they expect it I'm just like well what did you expect for 20 bucks?

Bill: Mm-hmm. People speak the world for 20 bucks but unfortunately you're not gonna get that.

Alicia: Yeah like if you were doing any other type of media for $20 you wouldn't really get far at all.

Bill: You can’t even buy an add in the newspaper for 20 bucks.

Alicia: It's like five direct mail pieces get sent out so you know you do need some type of a budget while Facebook is free you do need some type of a budget. On the flip side, too much would be if you're spending too much and you're not getting results. It's not sustainable.

Bill: So the next thing you talk about, I just happen to see notes because they're in front of me, but you talk about the basics of ad copy and I gotta ask this question and I'll ask it to you because obviously you know what you're talking about compared to me. 20% text and always use an image and video if you can.

Alicia: mm-hmm.

Bill: Now I've heard people who have tried to put ads through in the past, a matter of fact I think In the little roadie marketing group somebody the other day was talking about that. That they got their ad rejected because it had either too much text or not enough text or whatever it was I don't exactly don't remember exactly what it was.

Alicia: mm-hmm.

Bill: So Facebook will actually reject your ads if it's not fit within a certain criteria.What exactly is that criteria?

Alicia: Mm-hmm, so I'll post some examples some visuals to go along with this podcast, but the rule of thumb is, if you have it so you should always use an image if your boost or not boosting but advertising or running a campaign. If not use video even better but with an image a lot of people will try like, so say you're a restaurant and you have a menu, that’s all text.

Bill: Facebook doesn't like that.

Alicia: Oh no, Facebook wants visual. Facebook wants things that are going to lend themselves to people interacting with them. And people are scrolling through the feed fast, so that that image needs to be 20% less, um, 20% or less text. So I saw an ad the other day, it was a whole thing like flash sale 20% off at our store with the customers logo. No visual in the advocates.

Bill: And it made it through?

Alicia: It did. Facebook will take your money, but what's gonna happen if the ad doesn't get rejected it's gonna have a lower reach so.

Bill: Gotcha, gotcha.

Alicia: So, what you know what you could do for 50 bucks with a well-designed ad, versus in all text ad, is just it's going you're gonna see difference.

Bill: Sure, sure. I never realized that you know we've talked in the past about you know fair how important it is to do a Facebook ad over organic reach.

Alicia: Mhm.

Bill: But I never realized that there was criteria that was going to either set your ad in a good place to be seen or either get rejected or not seen at all

Alicia: Mhm.

Bill: Or seen very little.

Alicia: Now there are some exceptions, like if you have a book cover or I believe like if it's, there's a couple exceptions to the text rule but, the overall thing here is Facebook is making it kind of foolproof to make your ads something that are going to to garner engagement and be visually attractive and so it's helping us out on its own by setting this rule up for us. And there is a tool you can use, which again I'll put that in the the links, to test your ads before you run them. You will get a little notification from Facebook that your ad has too much text, but why not test it before you even get to that point.

Bill: Sure, sure.

Alicia: So and I'll show some examples of what is, you know a good amount of text versus too much. So those are the basics of number way number one way for the technical stuff that people aren't getting the most other Facebook Ads is using the boost button, not spending enough money, typically not spending enough and setting the ad up incorrectly with too much text and not a compelling image. And so the next stuff I want to get into, I think takes a deeper dive. Say you had all these three you know these three bullet points correct, the next couple points that I want to get into take a deeper dive into really understanding your marketing. So this is the good stuff. So understanding your audience and having the right ad copy. This applies to everything including Facebook. This includes like if you're doing and you include your website, includes if you have a brochure, it includes if you are doing direct mailers and I think with Facebook you know it's really you can pretty much quickly get an ad campaign up there.

Bill: Mhm.

Alicia: So people tend to like throw something up there and they don't even take the time to go back to their marketing and think about- who am I targeting? What are the personas? What are their pain points? What keeps them up at night? And how can I position my Facebook Ads to speak to them? And so instead of doing like a broad campaign, say you want to reach women who have a newborn baby and their concerns are things like you know maybe it's safety for you know car seats or daycare. Maybe they're searching for a daycare that's nearby and offers flexible hours? And so instead of just doing a broad ad, like I'm a daycare and we're accepting applications. Talk to those moms. You know new moms researching daycare can be overwhelming. What is it that you're looking for? We offer flexible hours and whatever it may be that matters. And so I'm just kind of coming up with this off the top of my head, but if you look at your personas and you've really taken time to dig into these these different buckets that you're targeting with your marketing.

Bill: Okay so, so, back up a second, so what's a persona specifically?

Alicia: Yeah so, a persona is if you look at your maybe like three, three to five top types of clientele that your business services or provides product to. Who are they? What are their age? Their job titles? What are their hobbies?

Bill: Gotcha.

Alicia: Where do they live? And the biggest one to me is the pain points and the needs. Because once you understand who they are, you can position your ad copy to speak to them directly.

Bill: Gotcha. Interesting.

Justin: Makes total sense to me.

Bill: Justin’s sitting over here taking notes.

Alicia: This is our after lunch podcast.

Justin: if it's making sense to me it'll make sense to anybody.

Alicia: That’s Justin’s rule of thumb.

Bill: Justin’s a social media newbie, so he's doing very well with it.

Justin: I still text Alicia sometimes and go “how do I tag somebody in a photo”?

Bill: We were sitting in a meeting not too long ago and you were like “how do I check in”?

Justin: Yeah it happens. I'm a total newbie when it comes to it, I'm just I'm soaking it all up.

Bill: We all have to learn some way sometime right?

Justin: It's true. And they can’t see me nodding my head.

Bill: I was just going to say we used to do video, we haven't been doing that for a while now.

Justin: Right, so.

Bill: Use your words Justin.

Justin: Okay

Bill: Anyway where were we?

Alicia: So yeah personas are interesting because a lot of times businesses will say “well everybody is my client”.

Bill: Yeah but everybody but nobody is your client basically at that point.

Alicia: And with social media the targeting capabilities aren't in seen now they did scale back on some stuff but you can target home, new home owners. You can target moms of teenage kids.

Bill: You can do by age demographic. You can go by, there's so much.

Alicia: Vegans.

Bill: Really? Vegans? You can separate by vegans?

Alicia: Oh yeah. I'm doing an ad right now for it and this isn't super like complex but it's a restaurant that has a good vegan menu option and people don't know about it. So you know you go on a Facebook and you type in vegetarianism, vegan, vegan awareness. They belong to different groups and you can target those people. Just because Facebook knows that they are.

Bill:Facebook knows all.

Alicia: Facebook News yeah and this is something you know we do for my own agency funnels. We don't just run a broad ad saying like “hey your business needs leads we can help you”. We’ll like segment to “hey you know solar solar business owners are you having trouble generating digital leads we can help your sales team by providing you know leads on a regular basis”. Or if it's a dental practice speaking to the dental practice owners “keeping your chairs full”. “Keeping a steady flow of new patients for your dental practice”. And so that's one of our personas and.

Bill: That's amazing how targeted you can get you know most people at home don't know where listen to the podcast don't don't know understand the whole thing apart personas.

Alicia: Mhm.

Bill: And how does that relate to my business so that's some pretty cool information you know.

Alicia: If you haven't done it yet, because this this plays a part in to all your marketing, I highly recommend doing a personas exercise. So you can work with an agency to do that, you can take some time to do it yourself, but it's going to help you set your marketing up not only for Facebook where the targeting is available but in other ways too. So maybe now you look at your advertising differently. If you're doing an ad in a you know a monthly publication that's local, does it reach a certain industry type? Or does it does it tend to have more female demographic readership? And so that way, you know you can change your message to not just be about you and what you do, but what you can do for them.

Bill: Mhm.

Alicia: And that's when people start to pay attention.

Bill: Nice.

Alicia: So that's number two, not having your audiences set up on with your personas and then translating that to targeting people on Facebook or yeah I guess that would be the way to sum it.

Bill: Yeah, no that sounds about right.

Alicia: Alright, number 3.

Bill: I feel like we should number three.

Alicia: Yeah Bill, come up with some cool intro sounds.

Bill: I'm gonna have to now.

Alicia: Yeah bills our tech guy. Um so top of funnel versus bottom of funnel. This is one of my favorites.

Justin: First you gotta tell us what a funnel is.

Bill: Ya, I was gonna say backup for us the newbies here

Alicia:So if you're in sales you're probably used to and I'll drop an image I have a lot of links and visuals to drop in for this podcast. But if you had to visualize this, if you're in sales you've probably seen it but a, a funnel is essentially taking someone from consideration and awareness to research and consideration to conversion. If I had to sum that up. So you see the top with the funnel is very very wide and like a funnel does, it narrows down. So everybody from consideration and awareness does not necessarily convert, but it's pushing the people who are you know just expressing interest down to making that action that's actually going to convert them into being a customer or client or whatever it is, a purchase. And your so everybody's funnel looks different, but the general stages are pushing people down the funnel from awareness and consideration to research or awareness and in research, I'm sorry, awareness to research to consideration or something along those lines to conversion. And so top of funnel versus a bottom funnel. The messages in your ads can vary depending where someone is and the buyer's journey. So if someone's just starting out to research something, I had a great example of this the other day. A friend was talking to me about how he went to a, looked into like I think refinancing or a mortgage thing. I don't know I'm not really good with that stuff like remortgaging or refinancing.

Bill: Refinancing probably yeah.

Alicia: But he went to a website you know, he was starting out at the top of funnel. He was researching this, looking to what his options were and he filled out a form to get more information. Before he knows it, his phone is ringing and ringing and ringing. And he's getting all these sales calls. Now the thing is, he's not at the middle of funnel or bottom of funnel. He's not ready to talk to somebody. So he keeps just sending these people to voicemail and blocking the numbers. So this is a classic example of where we have jumped the gun on top of funnel. Someone is not ready to make that decision, that purchase or take that action and we have not given them enough content or the right ad to to kind of push them down the funnel. So a proper way to go about this is he came to the website first time and digitally there's ways to segment that out. And we, you know retarget him with content that's educational you know. Five things we need to know about remortgaging your home, here's some of the things to look out for when you're remortgaging your home. Whatever it may be, but that's content that is where he is at in the buyer stage and then as you know he's taking action clicking on this content, becoming more immersed in the the stages of becoming ready to make a purchase, then we put that conversion ad out there. Are you ready to talk to a loan officer? Or whatever that conversion may be.

Bill: That makes much more sense because otherwise you're just chasing your tail as a business if you're going after every top of funnel thing it's like.

Alicia:Mhm.

Bill: Wait a minute, you're gonna tick off your clients if anything possible clients.

Alicia: Exactly and this happened to me too like I was researching link review automation software and I had felt something out and never really got a lot of supporting info from the company and all of a sudden they're calling me every single day. And I wasn't ready to talk to them. I hadn't understood their product at that point. I wanted to do the research on my own I wasn't ready to speak with somebody. I wasn't ready to be sold to.

Bill: Yeah I had something similar myself. I was putting my ad up on a company website I'm not gonna say the name but it rhymes with help. And for months afterwards, I got phone call after phone call after phone call. And the funny thing is, after after they get a new account exec.

Alicia: Uh-huh.

Bill: The phone call start all over again.

Alicia: Yeah

Bill: They must have a high turnover but anyway that's.

Alicia: Because your name is recorded in a CRM somewhere and they're like training these people just call until you get them on the phone.

Bill: Yeah.

Alicia: And old sales techniques are not going to work in a new digital age. So what worked better is maybe if they had targeted you on Facebook with, hey here's a webinar and how local businesses are using help.com.

Everyone: Laughing.

Alicia: To grow their revenue.

Bill: She started a new website.

Alicia: Yeah, so.

Justin: Let me look this up on Yoogle.

Alicia: Yoogle?

Everyone: Laughing.

Alicia: So top of funnel stuff guys are low ass and information that the person needs at that stage. So introductions to your company, giveaways, webinars could be something and asked to join a Facebook group that has tremendous value to that user. A checklist or content that could be given away. Something that that user, at the top of funnel, would be interested in. It's a low ask , you know to ask someone to jump on the phone with you or you've come to a meeting it's like asking you to get married before you go on a date.

Bill: Yeah that's kind of backwards ain't it.

Alicia: Right. You gotta you got a court the relationship. Courting. That is a term right?

Justin: So this is.

Bill: Yeah, yeah. Us old guys know that one.

Justin: So, if I'm understanding this correctly the sales funnel is very much like lead nurturing?

Alicia: Oh yeah hand-in-hand same thing, yep.

Justin: Okay

Alicia: Yeah there are several terms for it and there's definitely different funnels out there but the basic premise is nurturing that lead until they're ready, they're at the point to take action. And every sales funnel, the length of it is different so if you're, you know doing, if you're in an industry that requires the consumer to do a lot of research then that's gonna take more nurturing. Versus I think we've spoken about this in the past if you're a restaurant and somebody's gonna go on help.com yelp.com

Everyone: Laughing.

Alicia: And they're gonna look something up and they're gonna make their conversion that night.

Bill: Yeah.

Justin: Right.

Alicia:It's gonna take a couple hours maybe but, umm, the the so I guess the cycle the length of the customer journey varies.

Justin: Well I think it depends on the price point.

Alicia: Mhm. Directly related to yep.

Justin: I worked on a website once for a marketing agency and their niche was, they helped businesses that were classified as considered purchase businesses.

Alicia: Mhm.

Justin: So big-ticket items you know houses, cars, you know sort of things that you would really.

Bill:Have to think about

Justin: You have to think about it, but you know, versus where you want to eat tonight? Hmm, let's look at a few reviews. Okay we'll go here.

Bill: Yeah, yeah.

Justin: And so they were helping these businesses that you know we're offering considered purchase either services or products, better market themselves. Because the nurturing timeline or the funnel was much longer and people were spending a lot more time in research.

Bill: And here I am making hand gestures like everyone can see me.

Justin: So I can see that makes a lot of sense you know it's one funnel isn't gonna fit everybody.

Bill: No.

Alicia: Yeah and so think about yourself as a consumer how you naturally act and go through stages when you are making purchasing decisions. And I think one of our former guests Bob Salvas, he said it way better than I could, but if you wouldn't want to be marketed to like that, then why would you market to other people like that.

Bill: Yeah he made a comment and I think on the podcast about dog food how he got a mailer for dog food in he doesn't even own a dog.

Alicia: Yeah we're like your phone is ringing and you've never, you know you're getting cold calls for a company night you're not really that interested and so if you wouldn't want to be pursued or sold to or marketed to like that, then don't do that for your company. I feel like a lot of businesses forget about setting up content that's relevant to the user though with the right message at the right time

Bill: Yeah, they spray and hope basically. They're just throwing things out there and hoping somebody will take the bait so to speak.

Alicia: Mhm.

Bill: Or to use the word bait but you know and just jump on what they're offering.

Alicia: Yeah.

Bill: You know targeted marketing is important but it's even more important that you know who your client is like you said going back to the persona thing.

Alicia: Mhm.

Bill:I mean I'm not there yet, but I'm already getting like AARP letters in the mail and it's like dude, I'm not there for another ten years.

Alicia: They're nurturing you

Bill: And my wife laughs cause she's never gotten one and she's a few years older than I am and I'm just like why am I getting this? You guys have got the wrong guy.

Justin: Oh no at some point you're gonna start thinking you know some of the stuff I've been reading from them is starting to make sense. They’re nurturing you.

Bill: Oh, is that what it is?

Justin: They’re nurturing you oh yeah.

Bill: They saw me coming.

Justin: Because I'm getting the same things.

Bill: Yeah, yeah.

Justin: So why don't we talk about the the fourth item here which is expectations and results.

Alicia: Yeah so I guess to sum it up the fourth thing that I see businesses do incorrectly and while this is a reason why they're not getting a lot out of their Facebook ads, is because they haven't really saw a way to track the campaign. They don't have like a clear kind of, I guess, their KPIs, which is a fancy term for goal tracking key performance indicators, they don't have a way of quantifying results or tracking KPIs and seeing what's working. So if you're just starting with Facebook ads and you say you did everything else right but you still didn't get new business or an a direct client from that campaign, then maybe you didn't set up your expectations correctly. You first need to get people through to your website and then kind of push them down the funnel. So a lot of people think I'm just gonna do one Facebook ad for whatever amount of money and budget is something I've I can you know we talked about on other podcasts, but they do this one Facebook ad and they expect it to get you know hundreds and hundreds and hundreds of new clients and that's just not realistic.

Bill: Awh man there goes my whole advertising idea.

Alicia: Yeah and so but the thing is you can if you quantify like this is how much a new customer is worth to you and this is what the competition is like on Facebook and if you can come up with those targeted ads that are really going to speak to the user, then you know you're the level of results that you get will increase.

Bill: And that's gonna change for each person to because a company that's selling widgets you know small two-dollar items.

Alicia: Mhm.

Bill: Their cost per client is going to be a lot lower than say somebody that's selling RV’s

Alicia: Mhm.

Bill: That you know at seventy-five or hundred thousand dollars or what I don't know how much an RV goes for nowadays, but they may be willing to pay a little bit more per click and for pickup, then.

Alicia: Right. So yeah so you just have to kind of set your expectations which that one is probably the trickiest because if you have not done Facebook marketing in the past, you really probably you don't have anything else to compare it to. The closest thing you could compare to is your other digital marketing strategies. So if you've run like a Google AdWords campaign or any type of inbound and content marketing then with your Facebook Ads you would have somewhat of a benchmark to see you know what your conversion rates are online.

Bill: Sure, Sure.

Alicia: And what your cost per lead is and things like that. But you know, Facebook works really really well but you have to be willing to kind of set the expectations so, for example if you are a we're running a campaign right now for a loyalty program for a restaurant and if you sign up you got a ten dollar gift card. So they're giving a lot away but in return they're asking for something.

Bill: Mhm.

Alicia: um look the leads on that are like a dollar a piece or a less

Bill: Sure.

Alicia: But you're giving something away and it's a loyalty program so that's kind of a low ask on the flip side if you're like a home services industry. Say for instance you're doing, um you know a home evaluation on it like an energy audit, that's a big ask to have someone sign up for an appointment and have someone come into the house and do like a whole energy audit

Bill:Yeah.

Alicia: For you especially if it costs money if it's not a free audit so you have to say you know what is it worth it to me to get this new lead what what is the conversion rate and my other marketing? How much is a new lead worth? How much is the new customer worth? So I guess in summary for expectations and results, just be aware of your ask. And just be aware of you know being reasonable and realistic.

Bill: One is the technical stuff so no boosting.

Alicia: Mm-mm.

Bill:Know your budget.

Alicia: Mhm.

Bill: And the basics of ad copyright right?

Alicia: Mhm.

Bill:So the next one, two, understanding your audience and having the right Ad copy. Which obviously, we just talked out some of the words knowing what the personas are.

Alicia: Mhm.

Bill: Uh who's your target audience? The pain points for them? And so on and so forth. What's number three here?

Alicia: Third is understanding where your customer is in the customer journey. So, top of funnel versus bottom of funnel. Don't put a bottom of funnel big ask message to somebody who has never heard of your brand before.

Bill: Exactly, cause you’re just starting off wrong. And, finally make sure your expectations and measure results basically.

Alicia: Yeah, yeah. And I think this again is the most difficult one because if you haven't done Facebook Ads you really don't know what to expect.

Bill: Exactly.

Alicia: But if you get those first three right, you can expect more basically.

Bill: Yeah. But it's a time thing it's like you said earlier, you can't expect to place one ad even if you put a couple hundred dollars into it or be more.

Alicia: Mhm.

Bill: One ad may not be enough to get that return on investment for you maybe multiple ads over the course of multiple months.

Alicia: Right, right. And then you have to make sure it's sustainable, but at the same time you know a couple bucks here and there and not having your marketing messages aligned where with the personas, those expectations can just.

Bill: Might as well throw them out the window basically.

Alicia: You're not gonna get anywhere with it. So I think you know in, to kind of sum it up, I'll post the the whole the whole list and you can kind of like make a checklist for you guys, so that you can check off when you're setting up your ads if you've been able to

Bill: That’d be great.

Alicia: Yeah exactly because we want businesses to people my thing. So as an agency owner, I love social media obviously and I want to be able to help businesses grow with social media advertising because it can work. And you know some people, some businesses can afford to hire an agency however, my goal is that every business should be able. I don't know about if I can help every business. But if you're trying to do this yourself, you I just want to make sure that people really the value of social media and being able to use it correctly.

Bill: Absolutely, absolutely. So now it's time for our shameless plug.

Alicia: Alright.

Bill: This is how we end all of our podcasts.

Alicia: Start us off there, Bill.

Bill: Okay so if you like what you hear and you want to hear a little more of our podcasts, you can reach us through the marketing essentials team.com website. We also have a Facebook page marketing essentials team. And you can also find us on iTunes under the marketing essentials team, You can subscribe there and get our podcasts as soon as they come up. You can a little notification. That’s how I have it on my phone, it pops up, a little notification comes up as soon as both the latest podcast comes up so it's pretty cool. If you, if you're like a lot of people and want to listen to it in the car. We also have, I'll let you talk a little bit about this Alicia, but our special group that we have.


Alicia: All right so the podcasts aimed at giving you the most valuable marketing tips and advice that you can get for your local business. In addition to that we've created a Facebook group called little marketing, I'm sorry Lil’ Rhody Marketing Support Group. Now this is a place, that's a private group, so you can ask to join. But this is a place where you can post your questions about any type of marketing, not just social media it ranges from videography to photography to technical stuff we have a whole bunch of local businesses in there and local marketing professionals who can help you answer your question.

Bill: Yeah it's a great resource.

Alicia: Yeah and it’s free.

Bill: Yeah I love free, accept, anyway yes I mean it's a great, Sorry. It's a great resource and it's you know like I said it's free and it's going to be a place where you can be half a sounding board you know there's a lot of businesses that are already attached to the to the group and a lot of them are willing to learn and help others so. I guess that's what we have for today's podcast and I guess we can say goodbye and until next time see ya.

Alicia: Until next time.