5 Ways to Explode Your Facebook Ads and Dominate in 2020
Are your ads getting the attention they deserve? Learn how to create ads that draw people in and bring you tons of hot leads.
Let’s face it – drawing people in on social media is a crazy game. You have so many competitors fighting for a limited number of people. Because of this, you need to distinguish yourself and show your target market why they need to go to you and not anybody else.
The good news is that there are ways to draw people’s eyes towards you. Whether you’re a trainer, gym owner, or anyone else in the fitness industry, there are proven methods that can boost your results.
Just recently, I talked about this with Authority Network’s paid media coach Neil McClean
I’m going to condense Neil’s five best tips as follows.
1. Have a Compelling Offer
The competition is bombarding your audience with offers. Many of those offers look just like yours. The question then becomes – how can you get someone to click on your ad instead of a competitor’s?
And the answer is rather simple…
Just make the offer impossible to refuse.
You can do this by building value-adds into your offers. There are many ways to do this. Which one you choose depends on what you’re selling.
For example, you could include discounts, free resources, physical products, or any number of other things. The key here is to give someone something they can’t help but agree to.
Here’s how it works: If someone doesn’t click on your ad, their mind must have registered more disadvantages than benefits to it. Adding value to your offer helps tip the scales in your favour, making the offer more attractive.
What can you offer right now that will really appeal to your audience? Figure this out and you can use it to make your ads more inviting.
2. Be Super Clear With Your Ask
What is it that your ad wants people to do? More specifically, how many options are you giving them? Because if you cram in too many offers and variations, you’ll just confuse your audience. They’ll have to put too much thought into selecting the right option, and many of them will just give up.
I understand that this may sound counterintuitive at first. After all, don’t people want multiple options?
Maybe. But you don’t want to show them those options right away.
On the contrary, you want to be as clear as possible about what the ad is inviting them to do.
For example, let’s say that you have two subscription packages: for one month and for three months. One of the packages is likely to be more popular than the other. You can just eliminate the unpopular one and talk strictly about the one that works better. You’re not losing anything here, but instead making it easier for people to take that final step and sign up.
What many people don’t understand is that the audience doesn’t focus on features and benefits when making a buying decision. They want simplicity. So you should give it to them and ease them into your offer.
3. Make Sure to Have Attractive Images and Videos
You already know the saying:
A picture is worth a thousand words.
On social media, your pictures and videos are what sell your product. They need to showcase your offer in a way that connects with people and makes them click on the ad.
As you can guess, there are any number of ways to make your images and videos compelling. You can shoot photos in the middle of your PT class, at a time when people are smiling and high-fiving each other and just all in all enjoying themselves. Choose five of the photos and use them in your ads, at least until you figure out which one works best.
But what if you’re an online coach?
In this case, you can take snapshots of you helping people or simply some great photos of yourself. Present yourself as someone your audience aspires to be and you should have no trouble drawing them in.
Through it all, remember to ask yourself one question:
“How does this photo make me feel?”
At the end of the day, it’s all about getting people to feel positive emotions when they look at your ads. Do that and you’ll make it impossible for them to resist clicking on your offer.
4. Nail Your Hooks
So, your photo or video is what gets a person to stop scrolling and pay attention. But what do people see in it? Is there a hook that will generate interest and excitement? Or will they just go “meh” and scroll on by?
In my experience, many marketers have trouble getting their hooks to work. Their hooks are too dry and boring to pique anyone’s interest.
So, if you’re struggling with your ads, I suggest taking a closer look at your hooks.
Among all the effective marketing techniques, calling out to people has proven highly effective. You can base a hook on the audience’s gender or location and say something like:
“Ladies of Glasgow!”
This will grab your audience’s attention and urge them to keep reading. Of course, you don’t want your ad to feature too much text or be hard to read. That’s a turnoff.
Instead, you should have a compelling headline and call to action. Remember to bold the CTA and make it short and snappy, such as “Send us a message” or “Learn more.”
In most cases, this should be enough to get people to click on the ad and move them further down your funnel.
5. Give Facebook Enough to Work With
Even if you follow all the tips above, if you only run one ad to one audience it’s only 50/50 that your campaign will actually work.
Because with only one ad, Facebook can’t figure out if your ad is good enough to gain traction at the level you’re looking for. In other words, it has nothing to experiment with to see what works best.
That’s why you have to shake things up. Create multiple audiences and multiple ads to serve those audiences.
Neil suggests using the 1/3/3 rule. You need to have one campaign for three audiences and serve three ads to each of the audiences. That’s something that Facebook can use to see what works best and reward you for it.
The thing is, you never know which ad Facebook’s algorithm will recognise as the best. The picture that you like least might end up performing the best. This is why you must give Facebook multiple chances to get you wins.
If you’re afraid that you may not be able to afford all those ads, you should know that Facebook offers a convenient option called campaign budget optimisation.
With this feature, you can set a spending limit and let Facebook figure out where to allot that money.
For example, specifying $20 for your campaign doesn’t mean the money will get distributed equally across your ads. Rather, Facebook will track the performance of each ad and select the ones that deserve the most resources.
That’s how you can weed out the ads that don’t work and double-down on the ones that do.
Don’t Be Afraid to Experiment
There’s a lot you can do to create highly effective social media campaigns. I encourage you to try these techniques and see how they work out for you. If you get them right, you’re going to see a massive improvement.
In particular, pay attention to your photos and videos. Nobody will click on your offer, no matter how great, if they scroll past it. This means that your visuals must be eye-catching and stop people in their tracks. Structure a good offer and articulate it, and soon enough your ads will start to pump out hot leads.
Of course, getting your Facebook ads right is only one part of effective marketing. To learn more, check out The 10 Commandments for Building a Successful Fitness Business.
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