Facebook is constantly changing, along with marketing. Please keep that in mind when you first read through this. I'll be making changes as they change on Facebook and with the future markets....but for now, here's your guide.
This system has been working for over a year, so if it does change it won't be too far off.
Tip #1: Scope out the competition
Yep, and I'm not ashamed to admit it. Competition is fierce and it's important to know and understand what is or is not working for someone else in the same or a similar niche to yours.
I always like checking out high-profile influencers in my niche, such as Amy Porterfield and Marie Forleo. However, I also reel it in and look at those closer to my level too.
If they're a serious Facebook Ads expert (like yours truly) they probably have a Facebook Ad our there right now retargeting all the visits to their site.
Tip #2: Headlines for different audiences
What you tell a cold audience won't be what you tell a warm audience. Just like what you tell a stranger won't be the same thing you tell a close friend.
Are you really going to share that embarrassing story about how you ran into a pole while walking into Disney and like 500,000 people saw you do it. Then, your brother proceeding to continue to embarrass you by imitating you over and over again. (Yes, true story.)
But you get the point! You wouldn't share something intimate with someone you just met. You also would say "hey, girl!" Because THEY DON'T KNOW YOU...and you'd totally come off as that crazy lady.
Same concept with Facebook Ads.
No one cares about your branding or what you look like. They first want to see if you're going to give them something they need/want. Then, they'll pay attention to YOU later.
So the headlines and text you use for a cold audience is going to be vastly different than how you're going to approach a warm audience.
Tip #3: Use the Right Image
As I said before, what works for a cold audience will not work for a warm audience. Make sure that you create separate ads and ad sets for these moments.
Cold audiences don't typically care about what you or your brand looks like...unless you do a video where you're helping them with something. Other than that, stick to images that will paint a dream for them.
Pretty places, landscapes, sunsets, families, etc. do really well with target audiences. Plus we don't want the image to distract them from the amazing text.
REMEMBER: The image is supposed to get them to stop and the text is supposed to get them to stay.
For a warm audience, feel free to use images of yourself or your brand. These do better for people who have already come into contact with you because now you want to get them familiar with your brand and your face so they remember you.
Tip #4: Don't Use Sign-Up
When creating the ad, do not use the Sign-up button, especially not with a cold audience.
Instead, opt to use the Download or Learn More button. These do a lot better. Most people know they're going to get prompted to opt-in, however, the "sign-up" button can scare them off before you've had a chance to coax them in.
The goal in doing it this way is to gain their trust before grabbing their information.
Tip #5: Landing Pages, Landing Pages, Landing Pages
Seriously, you guys, make this look amazing! If you're going to put all the hard work and effort into creating the ad, analyzing the targeting, and writing a killer copy, you may want to put that same amount of effort on the Landing Page.
Here's something to consider: When looking at your analytics from your current or previous campaign, if you're getting dozen, hundreds, even thousands of clicks on your ad but not many that actually opt-in, this indicates it's your Landing Page.
Then, if your landing page is awesome but you're not getting clicks, it's your ad or targeting.
Everything has to work together in a fluid motion.
Tip #6: The Thank You Page
The Thank You page is super important too. This is where you need to give them what they asked for. Don't put it in an email that they have to wait for so you can add them to a sequence. Give them their request on the Thank You page.
First off, this is very appreciated from the lead.
And second, they'll be more willing to take action right away. This benefits you because these are all positive impacts on your brand back to back.
In the ad, you listed a problem with a promised solution. Then, they went to the landing page to understanding exactly what they were going to get in return. Then, they received that actionable opt-in right then and there. And finally, they were able to take notice of the easy process and your positive impact.
So when they're added to your email sequence, they will actually be excited about it because you already helped them solve one problem they had very quickly.
Keep me posted!
Was this helpful? Are you excited to start implementing this in your Facebook Campaigns?
Let me know below.
Or, if you have a question or issue! As always I'm here to high-five and help where I can! :)