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Should You Advertise Content on Facebook? | FB Ads Q&A Ep4 | Ben Heath

Should You Advertise Content on Facebook? | FB Ads Q&A Ep4 | Ben Heath


– Hi guys, it’s Ben Heath from Lead Guru and welcome to my weekly
Facebook ads Q&A show. So, during these videos
I answer the Facebook advertising questions that I
receive from my Facebook ads mastermind group, on my YouTube
channel over the last week. So, if you want your
question to be answered in next week’s show go ahead and join my Facebook ads mastermind group. There’ll be a link in
the video description or leave a comment below this video and I’ll try to include
it in next week’s video. Okay, with that said let’s
get to the first question should you advertise content
on Facebook if you’re an e-commerce business? Now, a lot of Facebook
advertising experts, me included, have advocated advertising
content, promoting videos, promoting blog posts on Facebook to warm up your audience
before you then go and advertise your products
and services directly. For most e-commerce businesses though, I don’t think this is necessary. I think you can go ahead
and directly advertise your products to a target market. That’s particularly the
case if your products are let’s say $100 or less,
particularly if they’re $50 or less. If you try and advertise
content to those people first, you have to pay to advertise that content and then if you re-target those people, you’ve got to pay again to advertise your specific products. That means you’re effectively advertising the same audience multiple times which increases your cost per purchase which is obviously going
to affect the profitability of your Facebook ad campaigns. Now, if one the other hand
you’re a service provider and you offer a service, services
tend to be more expensive but particularly if you
offer a service that costs thousands of dollars, tens
of thousands of dollars even hundreds of thousands of dollars then yes, you’re
absolutely going to need to advertise content first
because you’re going to need to warm up your audience. You need to demonstrate
to your target market that you are an expert in your field ’cause if someone’s gonna
spend tens of thousands of dollars on your service, they want to know that
you have the expertise to deliver on whatever
it is they’re buying. If someone’s purchasing a
$25 product from your store, they don’t need to know
that you’re an expert or that your company
is one of the foremost thought leaders in
whatever industry it is. They just want to see
that the product is good and you can do that in
one ad in one campaign with great product imagery. They come through to the
page on your website, you can have customer reviews
and all that sort of stuff to help you make the sale. So, for e-commerce businesses, no, I don’t think it’s necessary for most of our e-commerce clients we advertise their products directly to audience on Facebook. For service providers, yes,
advertising content first is a really good idea and often essential to actually be able to make the sale. Okay, next question. How do you reset the stats
in a Facebook ad campaign? So, I dug into this
question a little bit more. Something was asked in my
Facebook Ads mastermind group and I said: Why do you
want to reset the stats? And they said that their
pixel was installed properly and they don’t trust the data, they don’t think it’s accurate, they don’t want that data to affect the decision making going forwards they just want to reset the stats. So, the easiest way to do that is just to duplicate a campaign. If you’ve got bad data in a campaign, you don’t wanna be using that for your optimization process. Go ahead, duplicate that campaign. That’ll keep everything the same from the targeting to the ad creative all that stuff and then
run that new campaign. That will give you fresh data. Obviously make sure you’ve got the pixel installed properly before
you go ahead and do that. Okay, next question. Can you see, I’m sorry, can you see how many people click on
a call to action button on a Facebook ad? So a call to action button
for those of you who aren’t familiar is the learn more, the shop now, the get offer, whatever it
happens to be little button that is alongside the
headline beneath the image or the video in a Facebook ad. Now the easiest way, what
you really want to know when you’re looking at
how many people clicked the click more button
is how many people are clicking on the ad and going
through to your website. So what you wanna do for
that when you’re looking at your Facebook analytics
is select link clicks and see you can select link clicks. So when you’re looking at
your Facebook analytics, you can customise the
columns that is displayed. So you know where you’ve got performance, delivery, engagement, et cetera. Alongside that or in fact
if you click into that, beneath that, there will be
a customise columns option. Click on that, that’ll
allow you to customise basically what appears in those columns when you’re looking at
your Facebook analytics. If you choose link clicks
and you can also look at cost per link click and things like that, that’s what you want to use. You don’t want to just
use clicks because that includes anyone who basically
does anything with your ad, clicks the see more button
to read all the copy, anything like that. If you want to track
link clicks which is what it sounds like this person wants to do, go ahead and select that option. You can see what it’s
costing you per link click, it’s an important metric
for all campaigns. Okay, next question. Should I create a conversion campaign if my pixel is brand new? So this is a question I get asked a lot. Everyone sort of accepts
now that conversion campaigns on Facebook are best if your Facebook pixel is already
registered a number of conversions because
they know what type of person converts and that sort of stuff. And that is true but should you run it if your Facebook pixel is brand new, if it doesn’t have any data? What I think, yes you should. We’ve run an experiment,
I released a video about this recently, our
link to that in the video description, where we ran a
traffic campaign alongside a conversions campaign with a basically, not completely, but basically a brand new Facebook advertising count,
the conversion campaigns still outperformed the traffic campaign. So even if your pixel is brand new, I would run a conversions
campaign and just be aware that your results in the
beginning aren’t going to be as good as after you’ve
run that campaign for a length of time and
you’ve got more data to use to allow Facebook to
optimise your campaigns. So still use conversions,
just know it’s gonna get better as you go along. Okay, next question. What is a Facebook ad set? So I fall in the trap
of answering questions that sort of advance Facebook advertising but that’s silly. There are plenty of people getting started with Facebook ads who don’t
know what basic things are. So a Facebook ad set, there’s
basically three levels to a Facebook ad campaign. You’ve got the campaign level, you’ve got the ad set level, and then you’ve got the ad level. So the ad set level is the middle level. This is where you set your targeting and your delivery options. So you choose the location
you want to advertise to, you choose which placements,
where in Facebook you want your ads to appear, Facebook news feed, right hand column, messenger, Instagram, that sort of stuff and you can also set
what you optimise for. Do you optimise for conversions? Do you optimise for link clicks? If you have conversions campaign, which you’re eventually optimising for lead, purchase, et cetera. So if you think of the campaign sets the overall structure,
what type of campaign you’re running, the ad
set is where you set your targeting options and where you set your delivery options. So anything to do with who
you’re going to advertise to and when you’re going
to advertise to them. Then within that, you’ve
got the ad which is what is actually visibly put in front of your target audience, so it’s going to be your imagery, your copy, your headlines, your videos, et cetera. Now within an ad set, you
could have multiple ads. So let’s say you’ve got one audience. You might want to advertise
three or four different types of ads to that audience
whether you want to test to see what performs best
or maybe you just have multiple offers that you want
to be running simultaneously. That’s one way of doing it. So very simply, that’s
what a Facebook ad set is. Okay, next question. What’s a good CTR for a
traffic campaign on Facebook? So CTR refers to click through rate. It’s the amount of people
that click on your ad versus the amount of
people that saw your ad. Now, on Facebook in
general across everything, I think 0.9%, so just
under 1%, is the average click through rate. I’ve written an article about
Facebook advertising costs. Again, link to that in
the video description that sets out what you can
expect to pay per click, what you can expect to pay
per thousand impressions, all that sort of stuff. 0.9%, just under 1%, is an
average click through rate. Now your click through rate
depends on a number of factors. So what type of campaign you’re running. If you’re running a traffic campaign, a campaign that’s designed
to get you link clicks, you would expect your CTR,
your click through rate, to be significantly higher
so you might be looking at something like 2% if
you’ve got an engaging ad. It also depends on what
you’re advertising. If you’re advertising a
product, you’re likely to have a lower click through rate. You might be looking
at let’s say 0.6%, 0.7% than if you’re advertising
a piece of content you might end up with 1.5%, 1.6%. In general though, when I’m looking at when I’m advertising
products or services directly and I’m looking at my click through rate, I used a 1% as a gauge. If I’m below 1%, that’s
lower than I’d like it to be. If it’s higher than 1%, I’m usually happy. With that said, it
really, click through rate is really a secondary metric. If you’ve got a 0.4% click through rate, which would be low, but you’re converting, your campaigns are very
profitable, don’t worry about it. It’s only something I’d take a look at if my primary metric
isn’t working very well. Let’s say I’m not generating
as many purchases I’d like. Try to work out why, okay
let’s now take a look at the click through rate, you know what it’s 0.6%, that’s lower
than I want it to be. How can we make these ads more engaging to improve that click through
rate, get more clicks, and hopefully generate more
sales off the back of it? So as a gauge, 0.9% is the average. I like to use a little
bit higher than that, 1%, as my gauge of whether
it’s performing well or not but as I said, it depends
on a number of factors. Okay, next question. What’s a good ROAS for
an e-commerce business advertising on Facebook? So ROAS refers to return on ad spend and a good benchmark I think
is a 3x, so three times. So if you’re putting a pound into Facebook and getting more than three
pounds back out worth of sales, I think you’re doing very well. And of course that can scale up. So let’s say you’re spending
$10,000 a month in Facebook ads if you’re generating
more than $30,000 a month in purchases directly
from those ad campaigns, that’s usually performing
reasonably well on Facebook. Now with that said, you can
get ROASs, return on ad spends, that are much higher than that. So we’ve seen ROAS numbers as high as 20x, which is obviously a lot more than three, but that is unusual. We tend to think that a
campaign is performing poorly if it’s below a 3x return on ad spend. If it’s above that, let’s
say between three and four, it’s performing okay and
if it’s above a four, then usually we’re pretty
happy with the results. Again with that said, you have to factor in the specific business. So some businesses operate
off really small margins. If you sell a product
for let’s say 40 pounds and you only make 15%, 6
pounds, on it, you’re going to need a much higher ROAS than 3x otherwise you’re losing money. You’re probably gonna
need an 8, 9, 10 ROAS to make that profitable
whereas alternatively, there are some businesses that
have very, very high margins. You might have an 80% margin in which case you might be happy with a 1.5x ROAS. For every pound or every dollar you spend, you get $1.50 back out but it
does depend on the business. As a benchmark, I would say
3x to 4x ROAS is reasonable. Above four is great, below
three there are probably things you can do to improve that. Okay, next question. So it’s a bit of a longer one
and I’m gonna go through it. I’m generating leads for less
than three pounds each with a Facebook lead generation
campaign but the quality is poor. How do I improve lead quality? So this is a common complaint
with Facebook lead ads. They’re fantastic for generating leads, less than three pounds each is
fantastic for most businesses depending on the cost of
your service or in fact your product, that’s likely
to be very profitable if you can get those leads
to convert into customers and that is one of the
challenges with Facebook lead ad campaigns is that people
are often uncontactable. You try and follow up with
them, you try and call them, email them after they
leave their details and you can struggle to do so. So one thing I’d say is
Facebook lead ad quality isn’t fantastic and that’s
just something you’re gonna have to live with. Just accept the fact that if
you’re paying three pounds per lead, it might be more
like nine pound per lead because you only manage
to progress one in three to the next stage of your sales funnel. Now hopefully, nine pound per lead is still profitable for you. If not, then you have to have
a look at some other things. But that’s what the first thing I say is there’s only so much you can do. Secondly, there’s another
thing you can do to increase your Facebook
lead quality and that’s request more information
in the lead form itself. So I always recommend
asking for a phone number. If you’re just asking for
name and email address, you’re really making things
more difficult for yourself. So ask for a phone number
and follow up with people as soon as possible,
that’s my third point. Speed is really critical. If someone inquires, becomes a lead, you want to call that
person as soon as possible after they do that and
get that person booked in or whatever it is, is the next
stage in your sales funnel. You’re gonna see much better results. Doesn’t mean you have
to sit in front of your Facebook ad account all day and book in and be calling people,
but if you could check it once, twice per day, that’s great. Don’t leave it three or four days. Your lead quality will drop off. And then finally if those
things aren’t working, you can always test sending people to your website instead. So leads generated by
a conversion campaign, they usually, the conversion
campaign that then people inquire through your website. They’re usually much better quality than through a Facebook lead
generation campaign where they go through a
lead form on Facebook. Now the downside to that
is that your lead cost is likely to go up and
your lead volume is likely to come down and that
might be something that you want to weigh up. Some businesses really
want higher lead volume and they don’t mind if
their, or it’s not such an issue that the lead
quality isn’t that high. Other businesses, you
know we work with interior design company, home cinema company, they’re the complete opposite. They want quality, quality, quality. They’re not really bothered about quantity because they only work with a handful of customers at any one time. Okay, next question. Is it a good idea to advertise to your Facebook page likes? So the people who already like your page, is it worth actually advertising to them? Okay, depends on your objective. If you’ve got thousands
or tens of thousands of paid likes, that
could be a really useful audience to advertise to. These are often people that engaged with your business, they’re usually a relatively warm audience, perhaps not as much as your email list or your website businesses, but whether you
should advertise to them really depends on what you want to do. You will not reach the majority
of those people organically. If you’re promoting content,
if you’re publishing content to your Facebook page and
you’re hoping that these people see your posts pop
up in their news feed, a tiny percentage will. I’ve got 80,000 plus Facebook page likes. Maybe 300, 400 of those will
see my post organically. So if you just want to boost the post out to your Facebook page
likes, you can do that very effectively and
inexpensively so that’s something I would recommend. Just put a few five dollars, ten dollars behind that part of promotion, get a load of social
brief on your page likes, get some interaction, get some
eyeballs behind your content. If you’re advertising your
products and services directly, I probably wouldn’t bother
specifically targeting your page likes unless
you’ve just launched a brand new product and you know that your page likes contain a lot
of previous customers that might be interested in
your new product or service. As a source of generating
business directly, I don’t think this is as
effective as advertising to look-alike audiences
based off previous customers or retargeting website
businesses, people on your customer list and stuff like that. So that’s what I’d recommend. If you’re looking to
just get more eyeballs on your content, yup great go for it. If you’re looking to
directly advertise products or services, probably not the best option. Okay, final question. What happened to the info
and ad section in Facebook? So very good point. About early 2018, Facebook
released an info and ad section where you could go to any Facebook page and you could see the ads they’re running, you could also see some other things like when they changed their Facebook page name and stuff like that. Facebook removed that,
which I’ve had a number of questions about people
going what, where’s that gone, we used to take
a look at competitor’s ads, it was very useful, it can be frustrating. They have removed that, which is annoying but they’ve replaced it
with something better that’s called the Facebook ads library. So you can go in there and
you can search for any page, you can search for other sort of keywords and things will pop up,
but let’s say you want to find a page, you can see
the ads they’re running, you can see when that
ad was first launched. So let’s say you take a look
at one of your competitors and you see they’ve been
running an ad solidly for 18 months, well you know
that ad is producing results. No one runs an ad for 18
months if it isn’t successful. So it’s a really, really useful tool. Facebook ads library, I’ll include a link in the video description. Facebook got rid of
info and ads but they’ve replaced it with something
much better which is fantastic. Okay, so that’s all the
questions for this week. Hopefully that’s been useful. As I said, if you want your
question answered next week, join my Facebook ads mastermind
group or leave a comment beneath this video. I will be sure to get to them. Please give this video
a like and a thumbs up. Don’t forget to subscribe
to my channel for more Facebook advertising related videos and I’ll talk to you soon. Thanks a lot guys, bye bye.

2 thoughts on “Should You Advertise Content on Facebook? | FB Ads Q&A Ep4 | Ben Heath

  1. Thanks for watching guys! If you want your question answered in next week's show then comment below of join my Facebook Ads Mastermind Group: https://www.facebook.com/groups/483271052092516/

  2. Hi Ben,
    I am running the same ad to different audiences and done this through running 2 campaigns. Is this the right way to do it? Or is it better for one campaign and 2 adsets?

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