For a lot of entrepreneurs and small businesses Facebook is synonymous with online marketing. But how effective are we at getting results from Facebook? I reached out to Zach Spuckler, one of the foremost Facebook experts in the online sphere right now and self-confessed ‘Facebook nerd’ to help us get a clearer picture of how it all works.
Although most of his experience comes from working with 6 and 7 figure entrepreneurs. Zach grows his audience and his business by promoting and delivering launches, webinars and courses that are all part of an online marketing ecosystem which reaches new eyeballs daily thanks to Facebook Adverts. In the interview Zach breaks down all the steps you need to follow in order to get a failing Facebook advertising campaign and turn it into a successful one that achieves your targets. The information he shares in the video interview is pure gold.
My first question to Zach came directly from my online course clients. How do you troubleshoot your Facebook ads when they re not working to make them take off?
Zach is extremely generous with his answers and we ended up with an interview jam packed full of actionable information. Here are the take aways in a nutshell:
The name of the game is testing.
It does t work if you run 2 or 3 ads. You need to test several different targets. You need to run the 80/20 rule. For every 10 ads you set-up only 2 or 3 will deliver. So the odds are against you if you run 3 test ads.
Why is my Facebook advert not delivering?
There are so many moving parts and lots of data points to consider. However if an advert on Facebook is not delivering the required results the cause can only be one of the 3 primary issues:
1. not delivering
2. not being clicked
3. not delivering conversions
So if your ad is not delivering; its not being pushed out or seen by enough people, make sure you’re bidding automatically and have a big enough audience, reach and budget.
If it’s not being clicked, make sure that the copy and image are relevant. If no one is clicking it’s probably an image or a title issue. So change one at a time and test again.
So now if its being seen and being liked you’re only left with one problem to resolve -conversions. This can happen for a number of reasons:
1. your offer is not not relevant enough to the advert
2. the landing page is not cohesive – you need good copy and images on your landing page that are consistent with your advert.
So to get over this hurdle you need to test various landing pages and check which one gets you the registrations or actions you want.
The next big issue we discussed is Budget. Many people underestimate how much budget it’s going to take to achieve their targets. Of course we will have to make some educated assumptions but that’s part of the game. So here’s what Zach recommends:
Your budgets need to be based on your revenue goals. So you first need to decide on the outcome you want to create. Be as specific as possible.
So for instance if you’re a coach or consultant looking to get people to do a free exploratory session with you, your budget should be based on a goal that looks like this:
I want to get 5 people to buy my coaching package
I know my closing rate from these calls is usually 50% so
I’m going to aim high and get 10 people on the phone
I know that approximately 5% of people are gonna schedule
the call. So I know that I need 100 people to convert on my landing page. This means that I need to make some assumptions and create a range of possible outcomes and budgets. (get more detailed examples in the full video interview link below this article)
Testing and measuring landing pages.
As a general estimate when targeting your own mailing list you would expect to have conversion rates of around 40 to 65%. Cold traffic (that never heard of you before) converts at 20 to 30%.
In order to make decisions on your landing page you need to run A/B tests. As Zach rightly puts it changing button colours is not relevant unless a small percentage difference translates into substantial income for you so don’t get lost in the details. make the test pages different. One neutral, one with bright colours. Use different tag lines and vary your media content, try video, images etc. Use entirely different pages to achieve different results.
It’s also important that you split test what really matters:
– Headlines based on your prospects pain points (try different pain points).
– Copy vs Bullet list
– Images vs Video
– Call to actions
Using the Facebook Pixels
Pixels are little snippets of provided code that Facebook provides for you to place in your website. Any site will work – even wordpress) The Pixel tags visitors and tracks which pages they visited or what actions they took. This allows you to show specific ads to visitors behaving in a particular way. It all sound very complex at first but Zach does a great job of breaking this down into very easy steps for non-coders in the video interview at the link below this article.
Look Alike Audiences
This is one of the most amusing features on Facebook ads for me. Lookalike audiences is when you upload your email list and target similar people perhaps in different countries. Facebook collects a lot of data that it doesn’t share and this feature allows you to tap into that intelligence without having to understand how it actually works. All you need to do is provide an email list of customers.
Quality Content: The Trust Factor
If you have failed at Facebook advertising before in the interview you will find a clear path to troubleshooting. However before you start paying for more traffic on your website you need to work on your trust factor.
If what you’re after is more visibility for your coaching website in order to get more queries, then you also need to look at the trust factor and your entire online presence.
Facebook is a great tool and a super means to your end. It is important that you couple your advertising with high value content in the form of freebies, blog posts, mini courses, podcasts and any other content you are happy to create.
Facebook adverts will not position you as an expert, your knowledge and expertise will. So go out and share that with the world. The more you share the more people will know you and trust you. Facebook advertising can help you reach more people to fill your funnel.
If you’re interested in learning about how to generate content that inspires trust in your audience to sell coaching and consultancy online join the Free Facebook Community – Online Visibility for Coaches here.
and make sure you watch the full Video interview with Zach above … happy facebooking.