Wednesday Mar 25, 2020

Simplifying Facebook Ads With Sam Pilling of BiteMe Marketing

This week I bring on a small business Facebook Ads expert.

Facebook advertising is still the biggest bang for your buck when it comes to promoting your small business. It enables you to get in front of your ideal client and target your ads so that you can save money, frustration and time. Join me in this special interview episode with Samantha Pilling of BiteMe Marketing.

Facebook ads to bring in sales.

Facebook advertising is a great way to grow and engage your audience, bring attention to your brand and bring in more sales. In Episode 81 of the podcast, my guest Samantha Pilling provides answers to fear around getting started with Facebook Advertising, how to get started quickly and easily and why you should consider Facebook ads to grow your small business.

If you're ready to give Facebook ads a try and want to learn more about how to get started, listen here.

What are the advantages of using Facebook over other types of advertising?

First, answer these questions (they should be familiar if you listen regularly):

Who are your customers?
Where are your customers hanging out?
What can I invest in time and money?

Facebook is still a big player in the market as far as social media platforms. 69% of American adults are using Facebook for over 37 minutes a day. It's a regular part of their day, meaning your customers are going to be there. If you're not there, your competitors are, so you should take a look at being there as well. Facebook also has very sophisticated audience targeting, meaning you can more easily find your customers based on the information that Facebook collects. They have the reach and the targeting and has leveled the playing field for smaller businesses to advertise as far as cost.

How can you use Facebook to research and find out more about your audience?

Using Facebook Insights is a great way to research your audience more thoroughly. But, Facebook is also striving to make it even easier to get in front of your audience. Previously, you had to do a lot of research and know a lot about your audience. But if you give Facebook some leniency in finding your audience, they will do the research for you. They will go and find your customers for you. In Episode 81 Sam talks more specifically about why it works better to give Facebook some space to go and find your audience, give it a listen.

What if I'm afraid to or don't know how to create an ad?

In this episode, Sam gives you the inside scoop on getting over the fear and trepidation of creating your first or next Facebook Ad. As in most sales funnels, Sam recommends setting your objective first. Pick one and then move in that direction. Understanding what your objective is and then tell Facebook that's the direction you want to go and then they will help you accomplish that goal. You can actually set up an ad, not spend a dime and just try it out and release some of the fear. For more details, listen to Sam's excellent examples of objectives here. This helps eliminate some of the fear and makes it less complicated because Facebook really does want your ads to work. They aren't trying to trick you or make you fail.

What are some things I can avoid so that my Facebook ads don't get rejected?

Avoid using negativity in your ads. Facebook users do not want to have a negative experience. They will always do whatever enables their users to have the best experience possible. If they deem your ad to be more negative it will either cost you more money or they will reject it.
Don't make claims you can't guarantee. Facebook will say that you can't guarantee that everyone will get those results so they will reject your ad
Too much text on your ad. Facebook wants users to have a good experience, overcrowded ads are not eye-appealing and so often will get rejected. There are text requirements for ads that you can review here. In general, the rule is no more than 20% of your ad should be text.
Certain industries will have a harder time with Facebook ads. You can find more details on those industries and how to create successful ads in this week's episode.
As a new advertiser, you may get rejected just because you're new. Don't be afraid to ask for a review. Usually, they will get approved so don't be afraid to ask for a review.

How can you analyze if your ad is working or not?

Depending on your industry, it will be easier to track your return on investment. For example, if you are an e-commerce store, you will know whether or not an ad is working if people are purchasing after seeing your ad. This is done with the Facebook pixel (more on that below).

Secondly, don't give up too soon. Running one ad that didn't work, doesn't mean that Facebook ads don't work. Sam gives a really good example here, give it a listen.

What is the FB pixel and what does it do?

The Facebook pixel is a tiny piece of code that lives on your website that tracks visitors that come to your website. It enables you to track who is showing up on your website based on your ad. But the real power comes from retargeting (we will get to that in just a minute.) I'll be adding a FB pixel tutorial to the Facebook Group this week so you know how to add the pixel to your website. Stay tuned for that tutorial. Not in the group? This is a great time to join us. You can do that here.

What is FB retargeting and why does it matter?

Retargeting is a powerful way for you to keep showing up in front of your ideal customers to remind them of who you are and what you offer. If someone watches a video, comes to your website or sees a post - retargeting ensures that you can get in front of them again with new content or an offer. Keeping you in front of them will put you top of mind so that when they are ready to buy, they will see you and will be more likely to purchase from you.

What are the mistakes you can avoid when using FB Ads?

Knowing your objective and thinking about what the next step is for them on your customer journey will help you succeed dramatically with your Facebook ads. How will you follow up? Start a conversation? Download your free offer? The good news is, if you prepare and take action, you are already ahead of your competitors. Most companies never think through a strategy, they jump in and start showing ads with no plan of tracking or objective and then have an unsuccessful experience. Listen to a few specific examples here on how to be successful and to give you a place to launch your own creativity.

Now it's your turn. Are you going to give FB ads a try? Head on over to the Facebook Group and tell us about the first ad you are going to run, or get some insight on your current ad copy or ideas.