Five Secrets to running a Flash Sale on Facebook

Five Secrets to running a Flash Sale on Facebook

Five Secrets to running a Flash Sale on Facebook

 

There’s a secret to running a flash sale on Facebook. And you won’t believe what it is when I tell you, after the advice I have given before.

Black Friday and Christmas is a busy time for businesses and marketers as well as those customers on the lookout for a bargain.

In a recent blog, ‘Are Black Friday and Christmas Ads More Expensive I explain that the cost rises around this season due to the sheer increase in adverts on the social media platform. Every business owner wants to get in front of customers when shopping is high on people’s agendas.

But, sssh, here’s what to do if you want to be running a flash sale on Facebook

Let’s say for example that you want to do a sale for four days to cover Black Friday through to Cyber Monday. You don’t have time to test. You don’t have time to build up audiences. So what choices can you make to get a better result?

My advice is to give Facebook the reigns and let the social media platform take charge of your campaign. Yes, really!

Give the control to Facebook

There are choices that you can make when setting up an ad campaign that actually allows Facebook the power to make some of the decisions for you.

As a Facebook Ads manager I don’t always use these options myself because I want to be in complete control of everything, and no, it’s not because I’m a control freak (well maybe a little bit), it’s because I need to see what is and isn't working directly correlating to my choices. Understanding this allows me to optimise and test to get better results.

But for a flash sale it’s different. When you have a short time, it’s time to listen to Facebook and follow their prompts.

Here’s how to hand over your flash sale to Facebook to get you the best results:

1. Set the correct objective.

For sales always set your objective for conversions and set it at purchase level to tell Facebook that that is the outcome that you want for your ad (you will need to have registered purchases through your pixel to be able to choose this option). This gives Facebook the green light to go out there and find the people who are highly likely to make those purchases.

2. Schedule your campaign.

The other option is to choose to schedule the campaign and give it a lifetime budget.

lifetime budget for Facebook ads - Five Secrets to running a Flash Sale on Facebook

By giving the maximum amount of money you're instructing Facebook to spend it. Facebook will spend that money to get you the most results for your campaign. When you choose daily spend, Facebook can spend under the amount on some days, so your reach might be less.

This also stops the messing around with scaling the budget, or watching to clock waiting to turn the campaign off.

3. Expand your reach.

Under detailed targeting is a little tick box saying “Detailed targeting expansion: Reach people beyond your detailed targeting selections when it's likely to improve performance".

Expanded reach for Facebook ads

Normally I don’t choose this, as you don’t know who or what it is targeting to get you the better results and in the past it didn’t help with finding quality leads. However recently Facebook has upgraded it’s automated options and this can really help to find better quality leads.

Or try a broader, much larger, audience than you usually would target – all Women in the UK for instance, without any detailed targeting options.

I have discovered from experience that I can sometimes get a much better cost-per-result when I exercise this third option.

4. Automatic Placements.

The other thing you can try is automatic placements for your ad placement.

Automatic placements for Facebook ads

In this choice, Facebook decides where to put the ads depending on where it gets the best results. You might find that you get results from Marketplace or the Audience Network, somewhere you might not have tried before.

5. Dynamic Creative for your ads.

Switching on the Dynamic Creative option in the ad set level is another way to give Facebook control.

Dynamic Creative for Facebook ads

Here, you provide up to 10 images and videos – you can mix these up, five types of copy, five headlines, five descriptions and five call to action button choices. Facebook then optimises which combination will perform the best for any given person. It also creates videos from your creative sometimes too.

 

In all five of these options the Facebook algorithm takes over when using them to run a Flash Sale on Facebook. I have used this recently for a client and we got much lower costs and a higher conversion rate on purchases without having to micro manage the campaign when there isn’t time. Never underestimate just how clever Facebook is! Think of these as the ultimate marketing department doing all the work for you.

Why not give them a go and let me know how you get on. If you need more help with how to set up your ads, why not book a Power Hour with me for £97 where we can do some bespoke training. Good luck with your festive campaigns! And don’t forget, I’m always here if you need some help!

Here’s how to test and the reasons why you shouldn’t skip this.

Why Testing your Facebook Ads is Key

Why Testing your Facebook Ads is Key

 

Testing your Facebook ads is pretty damn important. Test, test and test some more is basically the theme of this blog. Here’s how to test and the reasons why you shouldn’t skip this.

I strongly suggest that you allocate at least 10 to 15% of your ads budget towards testing alone. The reason for this is to keep improving on your ad results and to drive that cost per result down. This will massively help you to deliver quality ads to your audience.

Constantly test different elements of the ad to determine exactly what is successful and what it letting you down. With my long-term monthly clients, I undertake A LOT of testing. I want them to get the best results! Some clients don’t understand why this is so important, but as a seasoned ads strategist, I can quickly tell if something isn’t working as well as it should be and I know I can do better.

There are three major elements to testing your Facebook ads

1. Audience

I always plan out the different personas and test different audience to ascertain which performs better than the others.

Think about their varying interests, different lookalike audiences, a broader audience and so on.

For example, are you best to target all the women in the UK, or those who really like watching the Great British Bake Off for instance?

You may even find that ads perform better when you have grouped a few interests together or perhaps narrowed down on your target audience.

2. Creative

When I talk about the creative, I’m talking about the words, the images, the video or the animation, the headline etc – everything that goes into the creation of your ad itself.

Test which element works best for the ad.

You should also test ad design - whether carousels work best, or maybe collections – drill right down into the detail.

Look at what the headline is, does this have an impact? If so, try differing headlines. Test whether having the price including in the headline makes a difference.

With regard to the copy (words) test long copy against shorter copy. Does copy with emojis in it work better than copy without? What happens when you talk about the lifestyle of the product and how it can improve your life? Yes, I know, there’s a lot to think about!

3. Hook

Hooks are things like “As seen in Cheshire Life” (any ‘as seen in’, or ‘featured on’ works really well), social proof testimonials (screenshots from social media), money off codes, discount offers, free delivery, and so one.

I always recommend stating “free delivery” if you don’t charge for that normally anyway – it really is a huge attraction.

If ever you have won an award, pop this in here as it oozes credibility, quality and trust.

Test one hook at a time and see which works the best.

Run multiple ads

It’s best practice to run at least 10 ads to test against each other. From multiple ads, you’ll see a clear winner!

But you’re not done yet!

Take this clear winner and keep changing it one thing at a time. Test another 10 versions of it.  For instance, if you were testing the image, you would take the winning ad, use exactly the same copy, exactly the same headline, and just change the images. And again, when you get the winner from that, take that version and test something else. Keep trying for better results.

When you see the ads that aren't working within those 10, you can quickly pause them so that you are feeding more of your budget into the other ads that you're testing.

Aim to get them to at least a reach of 500. This should give you a good indication of the soft statistics (like click through rate or landing page conversion).

What results to look for

You need to be looking to lower the cost per conversion (or result of the objective you are focusing on – video views for instance) so keep your eye on this. You’re looking to get this as low as possible.

Check what your click-through-rate (CTR) is too – the higher the number the more people are clicking on it – a good thing!

Aim to beat these metrics every time to make the most out of your budget.

I hope that's helpful, but please do get in touch if you have any questions – it can be a little overwhelming to get your head around testing your Facebook ads at first!

What I don’t want you to do is test just a couple of ads and think that it’s not for you as they’re not working. Facebook Ads need a bit of work to get the momentum going and find the sweet spot, but when the formula is right for you, they really are an amazing marketing tool. Good luck!

Are Black Friday and Christmas Ads more expensive?

Are Black Friday and Christmas Ads more expensive?

Are Black Friday and Christmas Ads more expensive?

 

Why is it that Black Friday and Christmas ads are said to be more expensive? Before you make any decisions about whether to do an ad for Black Friday or Christmas let’s bust some myths!

I hear people say that they are concerned that it may cost them more to run an ad for these occasions and they won’t see a good return on their investment. It worries me that some people may decide not to run these ads before they learn the truth.

A recent study from Shopify revealed that Facebook marketers view Facebook and Instagram as one of the top-performing marketing channels, especially for e-commerce brands. Simply put, more gets sold on these channels.

So, what this means is that over Black Friday and Christmas, there are going to be many more advertisers and marketers on these platforms. This puts up the costs per sale, sometimes by as much as about 25%.

Why do Black Friday and Christmas ads cost more?

Before I explain why this increase occurs, we need to look at how the Facebook Ad platform works.

When you're putting a Facebook ad on, you are essentially entering an auction. Think of it as going to an auction house where you are bidding for a certain audience to see your ads. Now consider that there are more advertisers who also want this particular audience, the bids keep going higher in an attempt to secure the sale.

As you can imagine over the Black Friday and Christmas season especially, business owners want to be showing their products and their offers to people. And at Christmas, business owners are looking to reach their end of year targets resulting in more and more companies looking to advertise on Facebook.

How to keep your ad costs lower.

It’s not impossible to keep your Black Friday and Christmas Ad costs lower – I bet that’s music to your ears.

Here’s some tips for how:

  • Keep building your warm audiences in your audience section of Facebook ads manager - the people who are visiting your website, signing up to your email list for instance, using your messaging bot, watching your videos on your social media channels.
  • Leverage these warm audiences. Start sending ads to customers and potential customers and get them over to your website and your offers now to segment even warmer audiences.
    • Start advertising your lead magnet before Black Friday or Christmas and build your email list.
    • Get more people onto your website by boosting a post that sends them to your website to read an engaging blog.
    • Send your best-performing organic posts from your Facebook page to a wider cold audience to get new traffic to your website.
    • A great way to build an audience quickly is to send out a video detailing top tips and really adding value to the cold audience. What you are doing here is capturing them to market to later.
  • Don’t think of Black Friday and Christmas as the end of your advertising period. Post-Christmas and January are great times to keep advertising and the cost of ads drops too! Boxing Day sees incredibly high levels of people online – take advantage of that. People are keen to spend any Christmas money they've been given, and they're looking for bargains and sales.
  • The Christmas season is a good time to raise your average order price around this time. Your average order price is how much you would normally make from an average order. Think about how can you increase that. Maybe do special bundles - could you make a special Black Friday bundle rather than a discount that seems like it's a better offer? Allow the customer to buy two or more products together to get a discount. This will get people spending more.
  • Consider creating a landing page that only has special Black Friday or Christmas products on it to narrow their view and encourage a sale.
  • Focus less on competitive audiences. There are some very common audience-targeting options that a lot of people choose, but to keep costs low think a little bit outside of the box for interests to target.
  • Try some different placements. Many people use Facebook newsfeed or Instagram feed, but in actual fact you can sometimes get lower-cost sales if you only target Instagram Stories for instance, or Marketplace. To really make the most out of this use some really good creative that works with the different placement area (tailor your images to be the right size for Stories for instance with GIF images overlaid).

I hope that helps you to see that Black Friday and Christmas Ads don’t need to be expensive if you design your strategy now.

If you'd like any more information about how to run ads over this festive season, please do get in contact with me and we can have a chat. I’d love to hear from you.

Foundations for your Black Friday Facebook Ad Campaign.

Foundations for your Black Friday Facebook Ad Campaign

Foundations for your Black Friday Facebook Ad Campaign.

 

It’s November. Black Friday Facebook ads are being planned left, right and centre!

Are you wondering if you need to be doing some ads but don’t know where to start? Wonder no more, here are the important first steps you must consider to set the best foundations for success.

Prepare and plan for a smooth, well run Black Friday Facebook ad campaign that achieves the results you want.

Here are two crucial steps to begin with broken down into bite-size chunks for you:

#1. Check that all of your back-office elements are correctly set up.

  • This includes the all-important pixel on your website. It’s crucial that its functioning properly.
  • Check the diagnostics in the Facebook Events Manager (within ads manager). It’s key that you're tracking customers and potential customers and that you can optimise your re-targeting.
  • If you're product-based, check that your catalogue is syncing correctly and that there are no issues.

#2. Make sure that your custom audiences are set up.

Create your warm audiences. Often with a Black Friday Facebook ad campaign, you can get far cheaper results (spend less and make more) if you target people who already know who you are and are interested in what you sell.

To do this, you need to set up your custom audiences in Facebook ads manager in the Audiences section.

  • Track people who have visited your website, engaged with your Facebook page or Instagram page and those on your email list (subscribers only to be GDPR safe!). Create one audience for each.
  • Consider who else to target and upload. These could be the people who are watching your videos, people who have purchased from you previously, people who've added items to their cart but not completed the transaction and people who have viewed content online. There are lots of people to think about in this early stage. Who do you want to target with your Black Friday offer?

Now, you’ve set up these custom audiences of interested people you need to think about building these warm audiences some more.

  • I suggest you send out cold audience ads encouraging people to head over to your website - read a blog post, view your products etc. to build up the audience of people who have taken that first step to see who you are and what you sell.
  • Another great idea is to send out your lead magnet ads and start building your email list.
  • Or you could simply boost (not by using the boost button but by setting up an engagement ad) your best performing organic social media posts to reach a wider audience (engagement will build your audience of people who engage with your profile, and clicks through will build your audience of people who visit your website).
  • Videos can work really well for building a warm audience, plus if you share the video from your page into a Facebook group, you can also track people who are in the groups and you know are your ideal clients.

I hope you have found these background tasks helpful to plan your Black Friday Facebook ad campaign - they really will set you up for success. Of course, this is just the start, but one major element that I see people miss when planning their campaigns. Remember it takes time to work out a profitable audience to target with Facebook ads, so in a short time sales period, you don't have that time to really work it out. Using your warm audiences helps to speed up your results.

If you need more support with planning your Black Friday or Christmas Facebook ads please do get in touch – I’d love to help.

Why Use a Retargeting Ad?

Why Use a Retargeting Ad?

Why Use a Retargeting Ad?

You’ve probably heard about retargeting ads and wondered what they are. Let me explain what retargeting ads are in this blog and how they can help to drive your e-commerce ad strategy forward.

Retargeting ads, sometimes known as remarketing ads, are advertisements that re-target people who have taken some sort of action, either on your social media channels, your website or your email list for example.

Mostly, retargeting ads are to target people to help them to complete a decision, on a purchase for instance. They may have visited your website but not bought anything, left something in the basket or not signed up to a workshop - but they HAVE been looking and so we have them recorded.

In a nutshell, retargeting ads keep your brand in front of your ‘bounced traffic’.

Dynamic product ads (DPA)

Dynamic product ads (DPA) are one example of retargeting ads and they’re great for you if you have an e-commerce store.

If you have set up a product catalogue from your website shop and linked it to Facebook Business Manager, you can create a dynamic product ad to remind a person who has been on your website what they have been browsing through.

I see this type of advert a lot when I’ve left something in a shopping basket unbought – it’s a nudge to get me to take action to buy. And it works! I’m often encouraged to head back to the website and complete my purchase once I’m reminded of the items I was looking at.

Let’s say that around 60 to 70% of people who visit your website leave within the first few minutes, these ads target them to remind them of the lovely products you have and to come back and buy them. After all, it is said that it can take up to 10 touches or more to someone before they buy, so don’t be afraid to get in front of their eyes!

If you’re a service-based business, you can use retargeting ads to follow up with people who have visited your website to browse your services too. You could, for instance, send anybody who has visited a specific page on your website, maybe even your website at all, your lead magnet ad which directs them to your website and straight into your sales funnel. This is great practice, as these people are already warm leads!

Making the most out of people’s comments

It’s great when someone takes the time to comment on one of your social media posts – the content must have really resonated with them. Again, don’t waste this warm lead. Instead create a retargeting ad just for them – maybe a specific piece of content that goes another step further with the information you shared originally, or even a video to take them to the next level of your customer journey.

If they interact with this next ad again, then it’s time to offer something to them, perhaps a free introductory call. You’re still being really helpful so don’t be fearful of appearing salesy at this stage.

Think about the ways you can use a retargeting ad

I hope this has given you food for thought. There are so many creative ways you can use a retargeting ad. Just remember its purpose; to influence a lead to take positive action.

Give me a call

If you need help with this strategy and would like someone (like me!) to help set up the functionality to make it work, plus more to track your traffic activity, please get in touch today for a free discovery call (a chat and a cuppa basically!). I’d love to hear from you.

How long should a Facebook Ad run for?

How long should a Facebook Ad run for?

How long should a Facebook Ad run for?

 

How long should a Facebook Ad run for? I do have an answer to this, but first I’d like to explain what goes on behind the scenes with a Facebook ad. There’s a lot that happens that influences this decision - you’ll be surprised!

What exactly happens when you boost a post or publish a Facebook ad?

The first thing to happen when you post a Facebook ad, or boost an existing post, is that it goes into the dreaded review stage.  This can last from one hour up to 24 hours, or even more.

Once it has been reviewed, it becomes active. Facebook will then get stuck in. It takes time for Facebook to identify your objective, who it needs to target the ad to, where these people are and most importantly who is going to take action.

Facebook will be on your side and will want your ad to do well, so I guess we can let it off for taking its time over this necessary step. It will wait to see who responds to your ad so it can refine its targeting and test the audience. Clever stuff isn’t it?

Why Facebook ads need a lot of impressions

To understand more about how long a Facebook Ad should run for, you need to understand about how it gathers signs of results. Impressions are when your ad is delivered to different people on Facebook or Instagram, not ‘seen’ – as this is classed as Reach. I know some ad strategists who say that you need to wait until your ad has around 1,000 impressions before seeing a marker of the results – companies with big budgets can achieve this is no time.

The logic behind this is that impressions gives Facebook a better chance of analysing how people have reacted to the ad. So Facebook actually recommends getting up to 8,000 impressions before it has got a good idea of what the results are.

Depending on your budget this could take up to a week to achieve.

So to work out how long to let a Facebook ad run for, let’s do some planning based on that timescale (more realistic for independent businesses and SMEs):

  • Establish how long you want your promotion to run for - is there a specific date for your promotion? Is the ad for a specific event? Work back from that.
  • Factor in the time needed for Facebook to review the ad (48 hours to be safe)
  • Add in time to test, and possibly retest the audience – this could be another week for instance if the audience bombs initially and you need to try a new one.
  • Expect it to take up to a week to gather impressions.
  • When your ad achieves the expected level of impressions, Facebook ramps up the momentum needed to get you some great results. This can take up to another week.

=     Three weeks have passed already!

Don’t panic - give Facebook ads a chance

I’m afraid patience matters when it comes to Facebook ads. It’s not as simple as letting a Facebook ad run for a couple of days and hoping that everyone who needs to see it does so within hours of you clicking that publish button.

To see the results you want and deserve, it takes a little time.

For the best results you need to trust Facebook and its algorithms – it will work out the type of people who are responding, test the new audience, refine its process and then pick up the results you need. It just needs a bit of time.

So, what’s the answer to how long should you let a Facebook ad run for?

Ok, here is my answer. For ads with a specific promotion date (events, 5-day challenges, launches etc) I would recommend running an ad for around three weeks prior to the date to warm up audiences and give Facebook the time it needs. For evergreen ads, which run continually, I’d recommend three months for optimum results.

If you’ve any more questions or need support with your next Facebook or Instagram ad campaign please get in touch.

5-day challenge promotion

How to Prepare for a 5-Day Challenge Promotion

How to prepare for a 5-day challenge promotion

 

Should you prepare for a 5-day challenge promotion using Facebook ads, or just whack them up there and hope for the best? Well you know the saying ‘Rome wasn’t built in a day’? The same goes for your launch.

You’ll be surprised just what goes into the preparation of Facebook advertising for a 5-day challenge promotion.

In this blog, I’ll guide you through the preparation stages crucial for a successful campaign.

Five-day challenge promotion

The ‘five-day challenges’ that many of us have taken part in, or seen on our social media feeds, are a fantastic way of gaining skills in a bite-size, simple to understand, fun way. It’s no wonder they’re so popular.

They are also an effective way to build your email list with prospective clients or customers keen to learn what you have to teach.

I know that a lot of time and effort is put into compiling the content for the challenge so PLEASE don’t forget to dedicate as much time into the preparation of the Facebook ads.

Let’s face it, alongside your organic promotion, the Facebook ads are a crucial part of getting members to sign up to the challenge in the first place.

The 5-day challenge launch timeline for Facebook ads

I’m delighted by the results my clients have had with their five-day challenges. Part of this success is the planning and preparation that I undertake before we set the ads live.

But don’t be fooled – the preparation time for any launch is not something you can do quickly. Including the 5-day challenge promotion period, I ask for 8 weeks total to prepare and set up everything ready to launch.

Yes, you read that right – the preparation work takes around two months!

I have been asked to do it in less time than this, which I can do of course, however it incurs a double-time fee as I end up working out of hours to fit all the preparation work in to the time.

Here’s what is involved:

  • The client has to be set up in business manager for Facebook. Just this pretty simple task alone can take up to a week if there are problems to overcome like forgotten passwords etc!
  • The Facebook pixel must be set up correctly and tested. This is the code placed on your website to collect data needed for some of the ads.
  • The landing page or the thank you page to be linked to the ads must be created correctly and tested for a smooth customer journey.
  • If integration is necessary, I need to ensure that all of the partner sites are set up properly. This can take up to two weeks.
  • The content for the Facebook ads must be written. But, before this can be done, time is spent researching the audience, target market and the client personas must be mapped out. Time is also needed for me to understand the product/service being advertised.
  • Relevant and eye-catching images or videos must be created.
  • Once the content and images have been created, sign off is required by the client.
  • If needed, edits are actioned.
  • Following approval, the ad itself needs to be set up in ads manager.

And, that’s not all. Facebook Ads Manager can be really slow to work with, which can be infuriating!

Don’t forget time to promote the launch

I like to advise at least three weeks for a 5-day challenge promotion. This gives us a week to test and optimise the audiences plus identify which ads are performing better than others.

The final two weeks of the live campaign is when we really maximize the budget to focus on getting as many leads as possible.

Upselling after the 5-day challenge promotion

Fantastic news! Your 5-day challenge promotion was a success, you ran the challenge without any glitches and you’re now in a great position to promote your amazing offer.

This is when retargeting ads can be a great chance to power up your promotion. Targeting people who were interested in the challenge, but didn’t sign up, plus all those names who signed up too, to get them over to the landing page for your paid program.

Lessons learned and how to apply them

Included in my service is an online report that you have access to throughout the launch which shows the main data you need to know (amount spent, amount of registrations) plus more detailed data including who is signing up (broken down into age, gender, location), best performing audiences, best performing ads and my lessons learned that I have noticed. All the data generated can help prepare for Facebook ads for the next campaign you may want to do.

Contact me to talk about your 5-day challenge promotion

if you’re planning a five-day challenge yourself, get in touch and see how I can help you make the most of it and upsell your service to the max! If you’ve been using organic promotion up until now and have a good conversion rate at the end your challenge, now is the time to super power your launch to get even more targeted leads into your challenge so that your return is greater. Check out the package here. 

Why has your Facebook Ad been Rejected? Alex Platt Facebook ads management warrington cheshire

Why has your Facebook Ad been Rejected?

Have you had Facebook ads rejected?

 

It’s so frustrating when you’ve put so much effort into coming up with a great ad only for it to be rejected. So how can you stop getting your Facebook ads rejected?

Facebook has got a LOT stricter in the last six months, probably due to the increase of online businesses using its ad platform. So, they don’t like it when you don’t play to their policies.

But there is a greater worry when you get ad rejections. Did you know that any rejection gets noted in your account quality section of Facebook ads Manager? Too many and Facebook may close down your account!

To save yourself time – not to mention stress – this blog is here to help you get Facebook ad savvy.

Check Facebook’s Policies

This social media giant is big on rules. It pays to head over to the Facebook Ad Policy page, get familiar with them and check through them before you publish an ad.

There’s comprehensive information under these headings:

  • Overview: Understanding common points of confusion.
  • The Advert Review Process: What Facebook considers and what happens after the review has taken place.
  • Steps to take if rejected. Make edits and appeal.
  • Prohibited content. The 30 standards to be met.
  • Restricted content. The 13 subjects to avoid.
  • Video Ads. What is deemed to be disruptive content and entertainment related.
  • Targeting. Must not discriminate.
  • Positioning. Must be relevant to audience and content.
  • Lead Adverts. Check the list of the type of lead advert that would require written consent.
  • Brand Assets. How to avoid copyright and trademark wrangles.
  • Data Use Restrictions. How to use data safely and legally.
  • Things You Should Know. An extra section of yet more stuff that, if ignored, could result in a rejection.

There’s a lot to get your head around and it can seem overwhelming at first, but please don’t let all the rules put you off – Facebook ads achieve great results when executed correctly.

Common reasons why ads get rejected

Time and again I get asked to check over an ad because the creator cannot find a reason why it was rejected.

To help you get it right first time, here’s my quick checklist for you:

  • Check your keywords as certain ones will trigger an automatic rejection. For example, don’t use the following: income, career, job, money, sales, profits as Facebook definitely don’t want MLM being promoting on their platform and any ads that they think are promoting quick income can fall into this category.
  • Don’t use swear words. And don’t try to hide them by using asterisks or other symbols in the middle of a word, Facebook will know what you’re trying to do and you will still get that dreaded rejected ad. Grammar also comes under this policy heading, so always spell check your copy.
  • Don’t mention personal attributes - topics such as depression, anxiety or wanting to lose weight for instance. Using the word ‘you’ and ‘feeling’ in the same sentence can be a big trigger and end up with getting an ad rejected. Facebook don’t like you calling out other people directly, or highlighting negative attributes – after all they want Facebook to be a positive and happy place. Instead, try writing your copy in the first person, as a story about yourself and focus on the positive outcomes instead of negative problems.
  • Don’t use before and after images in your images for ads. This is a big one in the fitness niche. If you do use an image of a body, never zoom in on a particular body part as, again, this may be seen to be making a health claim. Take a whole-body photo instead and talk about their transformation in the copy.
  • Don’t use the logo for Facebook, Instagram or WhatsApp in your ad as this gives the impression that the Facebook brand endorses the product or service being promoted in the ad.
  • Have a look at doing a free learning platform called Facebook Blueprint which walks you through everything you need to know about Facebook Ads and its policies. It’s a good starting point to learn all about what you can and can’t do.
  • When writing your content have the policies open on a tab and keep double checking that you are not breaching any of them.

Get brownie points and avoid the rejection

Facebook’s aim is to provide a positive user experience for their community which is why they are so strict with the ads – they don’t want to see anything negative and will take action to enforce their rules.

  • Always check your content and your images against the rules.
  • Make sure that the content and the images on your landing page adhere to the rules because Facebook will scan that too. There are also other landing page policies, so take a look at that too in the list.
  • It’s also wise to check your website and make sure that you have a privacy policy, terms and conditions, a cookie notice, and a Facebook disclaimer at the bottom stating that it's not part of Facebook and that your company is not aligned with Facebook.

Contact me

I’ve dealt with quite a few business owners with disabled ad accounts in the last few months resulting from having their Facebook ads rejected. Often because they have been advertising themselves without knowing anything about the ad policies that they then end up breaching.

It can be a huge cost to a business if your ad account is disabled as you are unable to set up a new one.

If you don’t want to risk your Facebook ads account and instead want help with your next Facebook Ad campaign, please do get in touch – I can’t wait to help!

Does your Facebook Ad Offer what your audience wants? Alex Platt Facebook Ads Management

Does your Facebook Ad Offer What Your Audience Wants?

Does your Facebook Ad Offer what your audience wants?

Ensuring that your Facebook ads offer is right for your audience is key to getting results through your advertising. Simply explained, there’s no point offering dog products to cat lovers and so with all other markets, it’s imperative that you are reaching the right people with the right offer.

Before advertising, there are a number of things that we need to consider and plan and, in this blog, I will show you the first steps to identifying if your Facebook ad offer is really what your audience wants.

Know your customer journey

Before I set about creating Facebook ads for my clients a lot of time is spent mapping out the customer journey. It’s key to identify that the Facebook ads offer and the strategy behind the ads will work well with audience that we are hoping to reach.

If I was to ignore this crucial part of the process the money spent on the ad could be wasted and the paying customer could end up with no quality leads. No-one wants that, especially me.

The sales funnel

You’ve probably heard this term used many times before, but if you’re unsure as to what a sales funnel is, and what its purpose is, allow me to explain.

Imagine first an actual funnel in your head (like the one you use to decant juice into a bottle) …

Here are the three main parts of a funnel that we can cover with Facebook Ads.

1. The first point of sale is the ‘top of the funnel’.

This is the ‘awareness stage’ where your potential customers first enter the funnel. This is the largest audience that you target (the most people who come into your funnel).

At this point your audience may be aware that they have a problem, but they have no clue as to what the solution is – they haven’t considered solving the problem yet. So, it’s no use having a Facebook ad offer that is too much for them – they want a simple quick win at this point.

Someone who's never heard of you and isn't even really aware that they need a solution to this problem are not going to want to read a 50-page eBook. They're going to be interested in a checklist or a short PDF that gives them something actionable that they can do in the next half an hour that's going to start to help them with this problem.

Your goal to start the sales funnel process is to make your target audience aware of the problem. To get your ad noticed, demonstrate empathy, and show your target audience a quick solution to their problem, usually in the form of a lead magnet, or freebie.

2. The second stage is the ‘middle of the funnel’ sometimes called the ‘consideration zone’.

Here we are segmenting that large audience we started with into people who are more interested.

At this stage your audience have realised that they've got a problem and are ‘solution aware’; they’re looking for potential solutions.

Your goal is to showcase the benefits of your solution, share your secrets and claims to success, and explain clearly why your solution is the best.

At this stage I would recommend using testimonials as the Facebook ad offer as people are keen to hear positive reviews and social proof from other people.

3. The third stage is at the ‘bottom of the funnel’, the all-important ‘conversion zone’.

These are your hot leads – the ones who are now aware of you/your brand, know they have a problem that they want to solve and they know that you have a potential solution. Now it's a matter of making them aware of your product and why your product is better than anybody else's.

Here, your Facebook ad offer could be ‘hooks’: offers, limited stock, only 24 hours left, free shipping, 10% off and the like. Use hooks that are going to influence a positive action i.e. a sale!

Targeting the right audience with the right Facebook ad offer 

I like to work through all of these steps in the strategy together and slot them into the right places, to make sure your ads will work that little bit better. Not only will you be you're the right audience, but you’ll also be offering them something that they really want at the stage of their journey with you.

My aim is always to get the best results for my clients, so if you’re still unsure that you are making the most out of Facebook Ads please book in a free call with me. Or, feel free, to read through my other blogs which have been created to provide you with answers to the most common questions.

When working with me, not only will I take some of the stress away, I will:

  • Drill down into who your target audience is on Facebook and/or Instagram. Remember, this is slightly different to knowing who your ideal customer is.
  • Make sure that your offer is correct for the audience.
  • Ensure your sales funnel and lead magnets are spot on.
  • Check your landing page fits perfectly with the campaign.
  • Cross reference with Facebook’s lengthy policies to avoid rejection.

Good luck with your Facebook Ad campaigns!

Effective Facebook Ads For Small Businesses

Effective Facebook Ads For Small Businesses

Many business owners ask me what are effective Facebook ads for small businesses?

It’s a great question. To help me answer that question, here are a few examples of how well Facebook Ads have worked for some of my clients.

A client who wanted to promote their series of local training events.

(Please note that this was pre-pandemic and the events were ‘in person’.)We did an ad campaign targeting very specific areas of the country near to the training venues and to a very specific profession. We asked for a lead form to be completed - a type of ad where the customer submits their information to request more information. This information was directed to the client’s sales team who then followed up with the enquiry. They were so effective we had to stop the ads in the testing phase as they couldn’t cope with the amount of replies.

A client who wanted to build their email list using a competition.

We sent an ad out with the competition to cold audiences that were their target audience. Interested people simply clicked on a link to submit their information, importantly their email address, to receive a discount code as a thank you and entered the competition. We increased their email list by 188 people in one week for 76p per lead.

A client who wanted to carry out conversion campaigns to optimise for purchases.

To do a conversion campaign we take an event code from your website. This could be a purchase, or an add to cart, for example. We use the information that Facebook already has on the type of customers who are visiting your website and are taking that action to find new customers in a cold audience who will take the same action. We spent £1199.42 and made £23,609.92 – 19.68 times what they invested (ROAS or Return on Ad Spend). We were pretty happy with this campaign!

For this particular Facebook ad for a small business client, we created Lookalike Audiences, who are people who are similar to the people who are already taking action with you (purchasing) – these are a really good way of increasing sales on your website.

You can also use an audience saved from creating a conversion like complete registration or lead on your website. For instance if someone's inputting information into a form, again like a lead magnet, or clicking on a ‘contact us’ button, you can set it up to record these conversions.  These audiences can lead to higher conversion rates as they have already shown an interest – they are not a completely cold audience.

A client who is a coach with a five-day challenge.

Ads that bring in leads for a five-day challenge work well when when combine them with a Manychat account. We sent ads out with a ‘send message’ button on them encouraging people to click it. They don't have to leave Facebook to do this as the message instantly goes into Facebook messenger and corresponds with the messenger bot through Manychat. It asks them to subscribe to the challenge, adds them to the five-day challenge list, and does a lot of work that otherwise would take the customer to a few different pages. A great example of providing good customer experience. For this customer, we added 183 new contacts into their challenge.

A client who wanted to target customers who had left items in their online shopping cart.

Facebook ads are a fab and effective way of encouraging customers to actually go to the next level and buy! For this particular client who owned a product-based company we retargeted people who were adding to their basket but not checking out and achieved a 24 times return on their ad spend, by reminding people to buy the products they had left in their basket.

If you’d like to chat about effective Facebook Ads for small businesses, to get you more leads, more sales or more inquiries – get in touch today.