BUSINESS & MARKETING

3 Simple Tactics to Improve Your Facebook Ads Overnight

Mahmud Ahmed, CEO, New York

03 October 2019

Small tweaks to keep people coming back until they buy.

Facebook Strategies To Change the Game

Photo by Sergey Zolkin on Unsplash

A few years ago, I decided to start advertising my business on Facebook, and I’m not going to lie: At first, I thought this whole Facebook game was going to be easy.

Why I thought this, I’m still not sure, but if anything, I’d say I was just under the impression that I only needed to put a good ad in front of my market, then let it run on autopilot after that — and enjoy endless sales from there.

Needless to say, this ended up being one of the most expensive mistakes in my career, as I burnt through hundreds of dollars without seeing any results. But at the same time, like everything else in life, there were a lot of lessons in these failures.

Even though I could write a book on this subject in itself, for today, I want to show you three quick hacks that any business owner can use and immediately save themselves a lot of hassle, starting with:


Tactic 1. Check What Your Competitors Are Doing

Alright, so to start things off, this is a free tool that actually wasn’t around when I first started. It was something that Facebook put in place as a way of showing transparency after they were hit with a major privacy scandal in 2018.

I’m not going to get into all the details of that scandal here, as they’re not too important for this article. Even though this scandal was a major hit to Facebook’s stock, it ended up providing a lot of benefits to advertisers, and one of those many benefits is the Info and Ads tools.

I’ll show you how to use these tools in a second, but before moving forward, I just want to mention that, even though these tools were implemented as a way of showing what type of ads big-name brands were running — again, as a form of transparency — they also opened a door for marketers.

That’s because they allow you to see what type of ads these companies (or your competition) are running, and that’s helpful for a few reasons.

But at the end of the day, if they’re running the same ads over and over again, that means either that they’re a stupid company that doesn’t learn or they’ve found a winner that you can emulate.

And even though I’m sure there are some bad ads that run a little longer than they should, at the same time, these big companies are profitable for a reason.

This free tool allows you to learn from their successes. That way you don’t have to spend all your time and energy doing it all on your own.

Anyway, that’s the gist of it. As for actually using this tool, all you need to do is the following:

  1. Go to your competitor’s brand page on Facebook.

On the left menu bar, you should see the Info and Ads button.

In some cases, the button is not there.

There should be a section on the right, labeled Page Transparency.

2. Click the See More button.

3. Then click Go to Ad Library.

Quick disclaimer: You won’t be able to see who they are targeting or how they structure their ads, their adset, budgets, or other details. But you will be able to see the ad copy and the imagery, which can be extremely insightful and helpful for your own business.

So that concludes our first tactic. Let’s move on to the next.


Tactic 2. Maintain Your Social Proof

Alright, so I know there are a lot of marketing tactics out there today, and it’s nearly impossible to keep up with all of them. But one thing that always blows my mind is how many people overlook the concept of social proof.

If you’re not familiar with the term social proof, it’s pretty much a fancy concept that says, “If we see other people doing it, then it must be a good thing.”

And even though this applies to us in a lot of different ways, for Facebook specifically, the main way you can get social proof is by increasing your likes and comments.

Helpful for a lot of reasons, but when people see a post that has 100 likes, they’ll likely click on that over an ad that has, say, 10 likes. Due to that, it never makes sense to spread out your social proof with multiple ads.

To give you a breakdown of this, if you ran three ads, you could have:

  • Ad 1: 100 likes, 15 comments, 5 shares
  • Ad 2: 50 likes, 7 comments, 2 shares
  • Ad 3: 10 likes, 3 comments, 0 shares

Which means you’re spending the same amount of money to make three weaker ads.

Anyway, that’s what not to do. But here’s the good news — there’s an easy way around this, and that’s accomplished by:

The Fix

Use one post ID to create multiple ads and maintain social engagement under that post.

Using one post ID builds reactions, likes, comments, and shares under one post.

You can use this tactic across campaigns with different goals: conversions, sales, leads, etc.

This post ID strategy also works with engagement campaigns, so you can continue gaining social proof.

Alright, that’s it for strategy #2, which takes us to:


Tactic 3. Story Ads and Retargeting Videos

Okay, so I’m sure this comes as no surprise to you, but let’s make sure we’re on the same page before moving forward.

In today’s world, where everybody thinks they’re a digital marketer, running ads on YouTube with their yellow Ferraris and blasting so many ads on Spotify that people pay not to hear them (Spotify premium), it’s really hard to cut through the noise.

There are a few ways to do this, but if anything, it works best when you create an ad that doesn’t look like an ad — which is done with Instagram stories.

If you’re not familiar with Instagram stories, they’re short and shot native from your phone (usually without editing and any high-cost production).

There are over hundreds of millions of people using Instagram on a daily basis, and over 500+ million people use Stories every day. Instagram Stories is like a conveyor belt of consumption.

What typically happens most of the time is that a user innocently clicks on a photo of a friend. Before they realize it, they’ve gone through 40 people’s Instagram Stories, seen a dozen adverts, swiped up to see links from influencers, etc. — before realizing they’re unsure of where the last 30 minutes of their life went.

The addictive design of Instagram Stories has users stuck viewing them for longer than they ever planned to. You don’t know what’s coming up next, and it’s easy to keep clicking through rather than exiting.

Instagram Stories locks users into watching things they didn’t even know they wanted to, which is why it’s the perfect place for businesses to be.

Your message is given front-and-center attention on Instagram, meaning it won’t get lost in the feed.

Running ads on Instagram Stories can be very cost-effective as well. Producing videos is very cheap. Record on your phone — it takes 15 seconds to record video.

People expect you to be shooting native. If the video is too well done, people are like “oh, it’s an ad” and end up skipping it.

The cost of running ads on Stories is very cheap as well.

Stories are underutilized at the moment, so make sure you take advantage of this, whether it’s Instagram Stories or Facebook Stories.

YouTube recently also implemented their version of Stories as well. Who knows what’s going to happen with that, but make sure you take advantage of it.

The reason Stories works great is because you get the initial touch with your prospect, raising brand awareness and making them familiar with you. Then after that is when you show a real ad, which is done with a retargeting ad. It works great because, by this time, they’re familiar with your brand.

So they’re okay with an ad now, and the way you can do this is:

If you aren’t familiar with retargeting ads, it’s simple. If someone visits a service page on your website (in this case, views your Instagram Story) and does not fill out a form (take action), guess what? You can retarget them because they didn’t take an action.

They had enough intent to show up to your service page (or watch your video), but if they didn’t take any action, you should retarget them because the cost will be much cheaper.

This seems like basic stuff, but sometimes people forget about this because they take on a lot of stuff all at once and forget about the basic stuff.

I may be biased when I say this, but use videos for retargeting. 64% of people are more likely to purchase after watching video ads.

For videos, there are many different routes to take. My favorite is an explainer video. Why? Because, in most cases, when a prospect does not buy, it’s because they don’t understand how your product works or how it can make their life easier.

Explainer videos take the guesswork out of explaining the usefulness and basic function of your product or service.

And if you’re not familiar with explainer videos, they’re really 60-second videos that look like this:

These work great as they get the point across while doing so in an engaging way.

Once you have your video, you will want to set up your retargeting ads.

All marketing platforms (Google Ads, Facebook Ads, etc.) allow you to retarget your audience.

After your ad is set up and running, it should look a little something like this:

Then let the results start rolling in after that.


Recap

Long story short, there are a lot of ways you can improve your Facebook Advertising campaign, such as having a customer journey in place afterward and designing a great video ad.

At the same time, there’s low-hanging fruit out there that anybody can use, and something that can be implemented right away.

Just remember, if you:

  • Look up your competitor’s ads, seeing which ones are working best
  • Consolidate all your ads into one id, to keep all your social proof
  • And start off with hidden ads first, then retarget afterward

Then these tweaks alone will improve your results right away.

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