Meta ads is the best marketing opportunity for EVERY business on earth, I will DIE on that hill.
One catch though.
You have to know how to use it, otherwise it's of little avail. You have a Ferrari but don't know how to drive it? Don't blame the Ferrari when you crash.
Businesses make mistakes that sabotage their ads ALL THE TIME, however, there is one that is easy to fall into, so common that I call it the demonic set up.
I'll tell you how to dodge that bullet, buckle up.
Pitfall That Traps All
Meta ads manager is convoluted and overwhelming. After all, it's made by tech nerds for marketing nerds.
I mean, look at this:
It's like decoding an ancient manuscript, not knowing if each step will uncover knowledge or lead to more confusion.
Meta knows this. Their yearly ad revenue is over 100 billion (yes, with a B). So you can safely assume there are some sharp dudes walking around there.
Which is why they serve you the option to ‘boost’ your posts.
That damn button has burned more cash than a politician's campaign fund.
Shiny On The Surface, Void Within
Despite its fancy appearance, the boost option hollow in essence. You get more exposure but you miss out on all the traits that makes Meta ads advantageous:
You’re limited to only the post types that exist for organic posts
You can’t effectively target a particular audience based on an action you want to take
You can’t add square photos, change, or customize the headline or description
You can’t run the ad on both Facebook and Instagram
It's spraying and praying. Yelling in a train station, hoping to find a client.
If you do bad with boosts - that’s normal. If you do great with boosts? You’re going to do amazing using the actual product. If you have no idea? Well… you’re like most people.
So… what SHOULD you be doing?
Roll up Your Sleeves
You gotta ditch the ‘boost post’ button on Meta. Instead, dive into the Meta ads tool. It gives you more options, better targeting, and, most importantly, WAY better results.
So no more boosting posts. Unless you enjoy burning money. In that case, keep boosting away!
Here are few important capabilities to watch for when running a Meta ad:
Audience Quality: find your way to Meta's superior targeting capabilities. Close your eyes and imagine your perfect customers. WHERE are they, WHAT they like, HOW are they wired. You can shove all that down the algorithm.
And for the love of the spaghetti monster, don't target everyone, everywhere, all at once. I don't care what you're selling.
If you want your ad to land at your perfect clients' doorstep, read here.
Relevance: You're ad has to tick the relevance item for excellent performance. Meta's algorithm determines this based on few a metrics: Quality ranking, engagement rate ranking, and conversion rate ranking.
Don't bother, to keep it simple, you're audience has to find you're ad relevant enough to click on. And If the lords of Meta like you, they'll grease your wheels.
Set the right daily budget: Too many times I see business owners happily squander thousands of dollars on all sorts of things… but expect yieldable results while spending $1/day on their ads.
They end up spending more on lattes everyday than they do on their business. Doesn’t make sense.
When we work with clients we have a simple goal. Every $1 you put in advertising gets you at least $2 in return.
Campaign frequency and duration also matters, it's better to run sustainable ads on medium budget over inconsistent fluctuating budget.
If you get the hang of it, Meta ads is your gateway to get FLOODED with new clients.
P.S. There are copious ways to do this in every business, yours included. If you want us to see how it is doable in your business, get in touch.
Commentaires