Now is where we take all of what you learned and turn it into a promotional powerhouse that continuously re-targets potential prospects and warms them up without seeming spammy!
Limitations to Ads
Before we dive into ads, its important to understand their limitations. Sometimes it can feel like doing all the pre-work is a waste, but without understanding the relationship between your target audience, the language you choose to connect with them, and the value your product has for them, no amount of money you spend on paid content will increase your sales. Facebook – or any other company for that matter, will place your content in front of the eyes that you tell it to, since that’s essentially all Ads are. You are paying Facebook to take a piece of content and prioritize it for a subset of people on the platform. Getting a return on that investment is up to you.
Most new business owners believe that simply paying for content to be prioritized is all that’s necessary to attract new prospects and convert them to shoppers. Add to that the fact that there’s a prevailing belief that engagement = sales, and the end result is an ad that has tons of engagement but results in limited to no conversion.
And that’s how you end up spending a lot of money on ads that don’t show you any increase in income. In order for an ad to work, you need to focus on:
- Identifying your target audience (niching down as much as you need to)
- Determine your objective
- Create content for that specific audience
We covered your audience in Phase 1, you've created your video content, and the objective for your first couple ads is going to be engagement so that we can start to warm your audience up
. The next step is to create a video ad funnel to introduce your audience to you, and warm them to conversion.
Building an Audience
We’re going to start your funnel by using the live from Phase 5 as the source for your audience and the two videos from Phase 4 to warm them up, and we'll finish off with a carousel ad to convert your viewers to shoppers.
How Long it Takes
There are many factors that influence how quickly an audience warms up, and unfortunately, even if you do everything right, sometimes it can take a very long time. This is the part where managing your expectations is important.
It takes 7 days for a campaign to optimize in Facebook, so you’re looking at a minimum of 7 days to start to see any kind of momentum. Add to that the fact that the kind of campaign we’ll be running is designed to be a slow burn, it's important to be aware that you won’t see your sales skyrocket 2 weeks after starting this ad campaign.
You will see some conversion, but the real magic happens at the end of the campaign where you ask people to commit time, money, or information to you in exchange for something of value. The success of the campaign depends upon how well you executed steps 1-3 above. Often the conversion is the least challenging task you approach if you've laid the foundations effectively.