"Facebook is the right way!
"Increase the traffic of your offer and you will never have to sell a day in your life!"
Not so fast!
The placement of Facebook ads is not for everyone. Especially if you have no idea what you are doing. You can lose a small fortune if you do not understand the advertising strategy.
You also need to find someone who understands the analysis of your advertising campaigns. It takes more, much more, than an ad with "Get my thing!" or "buy my thing!"
A typical example …
Recently, I received a message from an author who had spent a small fortune on Facebook advertising. He was extremely disappointed with the results.
"I have not sold a single book from the ads," he complained.
"Did you send people directly to the sales page for your book?" I asked.
"Yes, that should have been enough to make her buy," he replied.
Not correct! It is not. It's a waste of money to simply drive completely strangers to buy items. It is NOT a good use of your ad spend.
Optimal use of your advertising expenses
To get the most out of your advertising dollars, you first have to test the water. It's important to know that your ads will appear in front of people interested in your offers. You also have to build trust.
My experience has cost me dearly
A few years ago, I hired an advertising specialist who said I'd get a great result under their careful guidance. In her opinion, she has achieved great results for other well-known experts in my industry.
I did my homework and everything that she said seemed to be true.
With complete confidence I invested in their considerable fee and a high advertising expenditure. I had no reason to believe that we would not achieve a great result.
And I waited and waited and waited.
After a few months of lukewarm results (and thousands of dollars), I realized that I would NOT achieve the promised results.
The mistake she made was to promise too much.
"We needed more time," I was told.
"But you told me we'd get results from the start," I said.
"Well, it seems that this is not a fast-moving market," she insisted.
Talk about disappointed. One thing had been promised to me and I had delivered something completely different.
Close the analysis
After the shock of my results wore off, I decided to try someone else again. Before signing an agreement, we had several discussions in which, on the basis of my experience so far, I expressed my concern. What I liked about the gentleman who was willing to sign a contract was his overly cautious approach.
"Before we increase our ad budget, we need a careful analysis of every dollar invested, starting at $ 5 to $ 10 a day, analyzing your results and increasing our daily budget when we get the results we want," he advised.
This time my results were very, very different.
Lesson well learned
Before I wanted to put money into a campaign, I wanted to know exactly what to do, what my investment in daily ad spend is, and what I can expect for a return on investment.
The process involved more, much more than just getting people to bid. I already knew that calling a sales page would not do much. What I found out is that even a free quote that comes right out the window does not do much.
To get the best result, a few steps must first be taken. One is to clearly determine who the ideal candidate is to see my offers. In this way, we can see who is even remotely interested in my information.
Our goal is to build engagement, awareness and trust before we ask for something, such as a name and an email address.
After you have determined who is most likely to be interested in my information, we can increase the ad spend.
This enables a high ROI (Return on Investment).
By putting visitors on my blog for the first time, we can target the ads on Facebook to a similar demographic.
The conversion will be much higher in this way. This ensures a higher conversion rate for my subscriber list.
Once I'm on my list, I can hire subscribers with pre-programmed auto-responder messages. I continue to create value and build trust.
Is this a longer process than sending directly to my sales page? Yes!
Is it more effective? Absolute.
If you think that FB ads are not working, they may not work, but how you do them.
It may also be that the delivery of advertisements is not part of your expertise.
Too often, authors try to do everything themselves. This can be very, very counterproductive.
You may need to hire an expert. Do your homework and talk to the people they worked with before you get a sense of how good they are.
And if they promise you the moon in an unrealistic time frame, rethink your decision. I know that I have.