FACEBOOK ADS CHEATSHEET FOR SERVICE BUSINESS OWNERS

Dear Business Owner,

I am no FB Ads Expert, I am a business owner like you and know just enough to be able to generate leads at will for my business without try to become an expert.

I just need the job done, be in control and know enough to be dangerous. When things get over my head, I delegate.

If you want the same type of knowledge, this cheatsheet is for you. It’s a quick braindump of knowledge bombs that will make a difference to your bottomline if you’re running your own FB ads.

Warning: This is not a step by step structured Facebook Ads Course but a Cheat Sheet, so please bear that in mind while consuming the content.

Let’s Go!

I once created a campaign for a client who needed to target landscapers. There was no direct interest so I suggested we target the most common tool brand that everyone in the industry used. It worked like a charm.

You’ll find a treasure of information herehttps://business.facebook.com/ads/audience-insights

#1Before starting your Ads campaigns, you need to check if the product or service you want to promote has an audience on Facebook. It might be a direct or indi-rect audience, but you need to have at least 100 000 users in that audience for it to be worth. Audience insights will help you find out different interests that you can put together to target your audience.

E.g If you want to target dog owners, you might not find any direct interest. But you can find companies that sell dog food and use that as an interest.

Know Your Audience

#2

This applies to mostly to health related products and services.You can't say things like “Are you suffering from Asthma?” in your ad copy.You’ll get disapproved and banned if you persist.You’re not allowed to get personal in a negative way. In many cases, using the word YOU or your, will get you disapproved as it gets personal.You should rather focus on the product or solution.

E.g: Checkout This Amazing Product That Helps With Asthma.

Before starting anything, you should have a good look athttps://www.facebook.com/policies/ads/

Stay positive, Focus on the product and Don’t Get Personal

#3

Users see 100s of images in their newsfeed. If you want to be noticed, you need images that stand out of the lot. Of course, you need to stay relevant.

Simple tweaks to contrast, sharpness and color can help you pattern interrupt.

I use Preview and Photos on my mac to give my images an edge over competitors!

When I need to put text on images, I simply use keynote on my mac.

I also find canva.com to be useful when I need to blur images etc.

Hack Your ImagesTo Stand Out In The Newsfeed

#4

When people are uncertain about a course of action, they tend to look to those around them to guide their decisions and actions. They especially want to know what everyone else is doing especially their peers.

Dr. Cialdini

When you put up your Facebook Ad, get some of your best customers to leave some comments on it.

That will give your ad a kickstartIt will contribute to CTR, Social proof and ad relevance.

Here’s an example of testimonials under one of my ads

Social Proof ImprovesConversions Everywhere

I am sure you know this but let me emphasize a little bit ;

Higher your Click Through Rates ( CTRs ) , lower your CPC will be.

More social proof in terms comments, interactions, engagment, shares or however you want to call it will get you more Clicks.

Here’s another trick that works like a charm.

When you create a totally new ad with Conversion as an objective, run an engagement campaign to it first so that it gets some likes, shares , comments etc.

This will give your ad some relevance and it will start performing faster.

You’ll find a treasure of information here

#5

What’s the point of having a kickass headline when Facebook would only show half of it.

This is why you would need to create a headline only for mobile devices and this leads to the next point.

Always test one Adset with one Ad per device.

So you would do everything you usually do to setup your ad but you only target desktop.

Then you go back to adset level, duplicate the same adset and then tweak the ad for mobile.

Always check how your Headline reads on mobile.

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#6This might seem totally counter intuitive and going against most Goo- Roos advice but here’s my take on it.

I don’t want people to click on my ads just because they are curious.

I want to qualify and disqualify my audience just by them reading the first line of my ad.

In my experience, qualified and aware leads are worth more than “curious” ones.

I would rather have less people but the right people click on my ads. At least they would know what to expect after the ad and would be more likely to take the action I want them to.

Make Your Ad Look Like An Ad

#7

Again many people advise against doing this but I have always had better results when I have a link in the body of my ads.

I try to make short ads so that the link shows before the “read more” part appears on mobile or desktop.

Always Drop A LinkIn The Body Of Your Ad

#8The purpose of your ad is to grab attention, qualify your audience and get a Click. Not to make the sale. That’s your funnel’s or landing pages job.

Don’t try to squeeze too much info in your ad. Put in just enough to get a click and put the rest on your Landing pages

Just Get A Click

#9This mFacebook gives you the option of testing multiple ads in the same Adset but does not do a good job at rotating them all equally.

E.g If you want to test 3 different images, it’s better to setup 3 different Adsets targeting the same audience rather than putting 3 ads in the same ads.

You’ll get more accurate results faster.

Only test one Ad per Adset

#10Turn off Audience Network placement on mobile.

When doing mobile only placement, always untick the Audience Net-work. Facebook will normally tick that for you by default and you need to turn it off manually.That’s a total waste of money at this time.

#11Unless you have a good reason to run short term ads, always use continuous campaigns.

I have seen previous clients run ads only when they have webinars and then switch it off.

That means Facebook is learning about your audience then losing all the data when you switch the ad off.

One little trick to keep conversions data if you don’t want to advertise for a cer-tain period of time is to reduce your spend.

Run Your Adsets Continuously

#12You can do like campaigns, engagements campaigns etc but your ultimate goal should be get more conversions.

Whether that's a sales or an optin or filling a form, you can give Facebook that data through your conversion pixel so that it finds more people that are likely to convert for you.

Facebook generally requires at least 25 conversions per week so that it can optimize for more.

You should adjust your budget keeping that number in mind.

So if historically, your Cost Per Acquisition is $30, if you only spend $10 a day, it wouldn’t make much sense.

At the end of the day, more conversions you get, less you will pay per conver-sion.

That’s what conversion optimization is all about.

Your CPA should go down with time as Facebook gets more data and more con-versions given that your audience is big enough.

Always Optimize For Conversions

#131 or 2 interest is ideal. I have seen people have like 5 different interests with AND conditions.

When you have a lot of interests with layers etc, Facebook has a lot of process-ing to do to find your audience and it becomes harder.

Also, I prefer using self reported data over 3rd party data.

Self reported data is where people say what is their age, job title, pages they like etc etc whereas home valuation would be 3rd party data.

As a general rule, where you can, use self reported data

Don’t go too hard on the interests!

#14Always use Automatic bidding. If you want to reduce your CPAs, Optimize your campaigns and prices will automatically go down.

You’d only use manual bidding where you want are ready to spend much more per conversion and get results fast.

One trick to scale up fast is too use manual bidding and go with high numbers and then move it down.

E.g

Let’s say your typical CPA is $10 and you want to spend $150 a day.

You’d start the campaign bid at $30 with that budget and let Facebook adjust.

If that gives you the conversion you need, you’re on the right track. You can then adjust the bid downwards like 20% per day until you reach the average CPA. This method helps you scale to $150 spend fast.

Let Facebook Do The Bidding

#15I have seen too many people get good results at $20 per day then raise the budget to $100 and ruin it all. You lose all the optimization that has been done by Facebook.

One good way of scaling is to duplicate that successful Adset 2, 3 times.

You can also raise the budget by 20% per day, but never double or triple it.

Scale Up The Right Way

#16I hate to say that I had my first successful after wasting more than 3k on ads over period of 3 years. I would try, give up and come back until I decided that I needed to figure it out.

Don’t give up too soon

Hope you had some AHA moments going through this Cheat Sheet.

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Yours Truly,Rajeev Kistoo