Ok, it’s not complicated… anyway. What is the typical problem why ads on Facebook aren’t resulting in the desired outcome? Most people who try Facebook ads think that they need more likes or that they need a killer copy or a killer picture. While all of these things are helping to improve the results of your Facebook ads and lower the costs most people forget one thing.
The TARGETING… when businesses try to sell a product, they target people who are potentially interested in the product. A good example are Fitness studio memberships. 2018 is right around the corner and many people want to tackle their fat in the upcoming new year.
So what are you going to do as an intelligent gym owner? Exactly, you target people who are interested in sport and fitness etc. Based on that you publish your Facebook ad. After a few days you get frustrated, because your ad doesn’t show good results. Facebook sucks!!!
Wrong! What you’ve forgot is that people who are interested in fitness, yoga, gym etc. probably already have a gym membership and don’t need a new one.
You should target people, who doesn’t have a membership yet. Easier said than done who are those people? My first guess would be moms who are too busy to workout or business people who have no time either or other people with an unhealthy lifestyle. But that’s not enough you need to find those people who want to change it. Then they will buy from you.
Ok I know - “Just tell me how I find those people!” The answer is the Facebook insights tool.
It’s really easy to figure out if your potential target group is the right one. Enter the interest of your target target audience. Then go to “Page Likes” and scroll down to “affinity”. Pick those sites as target audience with the highest affinity score as possible but make sure those sites fit to your product. That strategy is called Flex-Targeting I highly suggest this video from Ben Malol to this topic:
Once you’ve gone through this progress you’ll see that you’re ads are performing way better. The good thing is you don’t even have to spend money on an expensive copy or picture. A medium sales text and a medium picture is good enough for the beginning to get your sales running.
Once your ad is performing well you can try to optimize the sh*t out of this ad. Get a better picture and improve the sales text. But always remember rule number 2 after targeting on Facebook: Always change only one thing at a time and test it for a minimum of three days. If your results got better good. Keep it and improve other areas of the ad. If the results are worse you have to go a step back and try another change.
Let me know how you liked the article and what Facebook related topic should I cover next time?