Facebook campaigns can get messy, especially when you’ve been running multiple campaigns, ad sets and ads on accounts for a while…
What Facebook Metrics Matter
Wondering what Facebook metrics you need to look at the most? Not sure which metrics matter when it comes to your Facebook ads?
In this article, I'll break down the Facebook KPIs that matter the most and show you what metrics you need to be paying attention to for your eCommerce ads.
For more tips on Facebook advertising, make sure to subscribe to my YouTube channel.
Facebook Shops - Everything You Need To Know
Did you hear Facebook announced Facebook Shops today?
In this article, learn how you can use Facebook Shops, why it was created, and what it means for the future of advertising on ecommerce platforms like Shopify.
For more tips on Facebook advertising, make sure to subscribe to my YouTube channel.
How To Write Better Ads
Are you wanting to know how to write better ads? In this video, you'll learn the 5 C's to writing better ad copy.
How To Write Better Ad Copy
When it comes to writing ads that convert, you want to consider these 5 C’s:
1) Capture
2) Curiosity
3) Clarity
4) Continuity
5) Call To Action (CTA)
For more tips on Facebook advertising, make sure to subscribe to my YouTube channel.
New videos come out every Wednesay!
How To Use The Facebook Ad Library
Do you want to see your competitors' ads? Wondering how to use the Facebook Ad Library?
In this video, I breakdown how to use the Facebook Ads Library AND give you some bonus tips along the way.
Use the Facebook Ad Library to do research on your competitors’ ads. I don’t suggest copying people exactly, but instead, use it as inspiration to get new ad ideas.
Bonus tip: When searching for ads, scroll down to the very bottom of the page to see their oldest running ads. If these ads have been running for a long time, that could be an indication that they are performing well.
For more tips on Facebook advertising, make sure to subscribe to my YouTube channel.
New videos come out every Wednesay!
Why You Need To Reverse Engineer Your Facebook Ad Copy
Are your Facebook ads struggling?
Is it hard for you to come up with different advertising angles for your products or services?
In this article, I’m going to break down why you need to reverse engineer your ad copy, so you can become a better writer, which will lead to a stronger community, messaging that resonates, and more sales.
What Is Reverse Engineering?
“Reverse engineering, also called back engineering, is the process by which a man-made object is deconstructed to reveal its designs, architecture, or to extract knowledge from the object; similar to scientific research, the only difference being that scientific research is about a natural phenomenon.” - Wikipedia
For the purpose of this article, reverse engineering is referring to how we can “extract knowledge” from our customers.
Now that we have the definition covered, let’s get to the source of the issue.
Why Facebook Advertising Copy Often Struggles
I have traveled to various parts of the world and have talked with hundreds of people online about their Facebook advertising.
Writing copy is one of the main issues I see business owners struggle with when it comes to Facebook advertising.
Note: If you need a basic understanding of how to structure your ads for selling your e-commerce products, check out this article I wrote for Social Media Examiner.
Why do people struggle with writing copy?
Most people I see are guessing when it comes to what sort of copy they should write.
They think they know who their avatars are and what their pain points are, but in reality, they don’t.
This is why you have to put time into researching how customers are talking about your products/services.
Pain Points + Solutions = Copy That Resonates = Sales
You need to know what specific pain points your products/services are solving.
For example, I once would go to a barbershop that was near my house... The business owner there advertised how cheap the haircuts were at his store.
The only problem was, that wasn’t the reason I was going to that barbershop.
See, I loved going to that store because I could get in and out of there very quickly.
The cuts weren’t top-notch, but I didn’t have to sit around and wait wasting time in his barbershop. I could be in and out of there in less than 30 minutes.
So if that business owner was designing new shop signs or running Facebook ads, I wouldn’t have responded to the fact that the haircuts were the cheapest around.
Instead, if that business owner was more in tune with their customers, they would know that most of them were busy professionals and just wanted a quick haircut between meetings or running errands.
This is what I see time and time again with Facebook advertising and copy.
Don’t be the business owner that doesn’t know why your customers are buying from you.
Speaking of knowing why customers buy…
Why Is User-generated Content Performing So Well In 2020?
Think of user-generated content now…
User-generated content, alternatively known as user-created content, is any form of content, such as images, videos, text, and audio, that has been posted by users on online platforms such as social media. - Wikipedia
This type of content performs so well because it’s REAL people talking about their REAL pain points.
It takes the guessing game out of creative, which is perfect!
In order to write great copy, you MUST know how your customers think about your products and how your products solve their problems.
How To Reverse Engineer Facebook Ad Copy
I’ve recently broken down the EXACT methods I use to develop solid advertising copy that converts.
I've used these techniques to help brands generate millions of dollars in sales, with Return On Ad Spends as high as 19X!
This was the exact method I used to come up with an empowering campaign that got stolen and syndicated on over 600+ news stations all over the world.
Yeah, I wasn't too happy at the time haha but you can get a sense of just how powerful this method and knowledge is.
Using the guide, you’ll learn:
How to find out how customers are thinking about your products.
How to determine your customers’ interests.
What your various customer avatars are.
What your customers’ pain points are.
How to determine what images and video you need for ads.
How to translate all of that information into Facebook ad copy that converts.
Plus, I'll show how to do this all step-by-step with real world examples!
Interested?
❌ Quit guessing how your business helps people.
❌ Quit wasting money on advertising copy that doesn’t convert.
✅ Get started with the Ultimate Guide To Writing Ad Copy That Converts today.
The Most Valuable Facebook Audiences To Target - Custom Audiences
Before You Create Your Custom Audiences…
You’ll need to ensure you have your Facebook Pixel installed first. If it’s not installed, you won’t be able to create some of these audiences.
(AND it’s one of the top 5 advertising mistakes I see people make, so PLEASE do it now)
The best converting audiences for your Facebook ads will be audiences that are warmer. These audiences will be your Custom Audiences.
Creating Custom Facebook Audiences
You will want to create these Custom Facebook Audiences:
Website visitors
Facebook video viewers
Facebook page engagement
Instagram page engagement
Create Website Visitors Custom Audiences
To start creating your audiences navigate to: https://www.facebook.com/ads/manager/audiences.
From there, click, “Create a Custom Audience”.
Click on, “Website Traffic”.
Now type in 30 days for step 1.
You’ll then want to name your audience something clear, “Website Visitors - 30 Days” works great!
Now click, “Create Audience” and your 30 day website visitors audience will be created.
Facebook will then start generating your audience. This will take some time before Facebook shows you approximately how many people are in this audience.
Now, let’s create another warm audience based on video views.
Create Facebook Video Viewers Custom Audiences
You can easily know how much someone is invested in your brand and content by seeing how long they watch your videos for. (Tweet This)
The average video view watch time on Facebook is six seconds.
Obviously if people are scrolling through their news feed and they don’t spend longer than five seconds watching your video, it’s below average.
You can create video view audiences by times such as three and six seconds, or you can create audiences based on percentages of the video watched (25%, 50%, 75% or 95%).
Let’s create your audience. Go back into the audience section again and click, “Create Audience” then “Custom Audience”.
Select Video.
Now select, “People who viewed at least 10 seconds of your video”.
Click, “Choose videos” and select all of your videos.
Type in “30” for the duration of days, then name your audience something that makes sense, such as “10 Sec Video Views - 30 Days”.
Click, “Create Audience” and you now have your video viewers.
Create Facebook Page Engagement Custom Audiences
Again, navigate back to your Audiences.
Click, “Create Audience” and then “Custom Audience”.
Type in “30” for the duration and then name your audience something like, “FB Page Engagement - 30 Days” and click “Create Audience”.
Boom, now you have another great audience to use in your targeting.
Now, let’s hammer out the last one.
Create Instagram Page Engagement Custom Audiences
Go back into the audience section again and click, “Create Audience” then “Custom Audience”.
You’ll want to make sure your Instagram profile is linked to your Facebook page first.
Select, “Instagram business profile”.
Type in “30” for the duration like we did for our other ads.
Name it something that makes sense again, such as “IG Engagement - 30 Days”.
Click, “Create Audience.”
Next Steps
Congratulations, you are now a rockstar! 🕺
Now go back and repeat these steps for different audience lengths such as 60, 90 and 120 days.
Conclusion
You now have your most valuable Facebook audiences created. These audiences work great for middle and bottom-of-funnel ads.
Try testing different lengths to see what performs best. You can even test how each of these four audiences performs compared to another.
Another great way to leverage these audiences is to combine them for your targeting and use them as one big engagement audience to target.
If this blog article has been helpful, please give it a share or shout me out online!
Have questions? Comment below or tweet me!
