Hello listeners! We have a special episode for you.
Today, we’re talking with Jeff Gibbard co-host of the Shareable podcast, Founder and Chief Strategist of True Voice Media…wait you already knew that.
That’s right we’re turning the tables on our host and asking him a few questions about Facebook ads.
BUT…incase you didn’t know, in addition to running True Voice Media and hosting Shareable, he also is an avid blogger, video producer, and keynote speaker.
And this episode is for anyone who’s looking to learn how we do Facebook ads. How we create them, strategize for them, test them, measure them, and set them. So anyone who’s looking to start running Facebook ads and doesn’t know where to start this episode is for you!
- Running time: 42:52
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(7:30) – What’s the most common mistake you see people make when they’re starting out with Facebook Ads?
Facebook ads are structured to have three layers; campaigns, ad sets, and ads. Inside of campaigns are ad sets. Inside of ad sets are ads.
A “campaign” is Facebook’s terminology for what you’re trying to accomplish with a group of ads. You can only have one objective for a campaign. Your ad set is who you’re targeting, who you’re reaching out to, how much money you have to spend, and where you’re targeting. Your ads are images, videos, or slideshows.
Most people running Facebook ads are just using the boost button, which creates a campaign with one ad set, one ad, and automatically sets the objective to page post engagement.
Many are making the mistake of clicking the boost button and hoping to generate sales, when the objective is already set to raise page post engagement.
(14:28) – How do you walk clients through setting up their Ad Campaigns? How do you make an Ad Campaign?
It’s not just about planning, but also testing, especially in the early stages of your ads.
First, understand what you’re trying to accomplish. There are certain ads that will be more effective for specific objectives as mentioned above.
Generally, we have people who want to generate more leads…the only way to get a lead is to FIRST make people aware. So, we need to know the audience we’re reaching out to already knows who we are.
If you run an ad just focusing on awareness, and someone were to even watch just 3 seconds of your ad, you can then retarget them on Facebook. These are known as engagement retargeting ads. If you have an email list and add it to Facebook, you can then retarget all of those people too.
Once we create a series of ads that cover awareness and we’ve retargeted them to show a product review or a testimonial, now we can ask them to buy something.
(22:54) – How can you tell what the objective of your campaign should be?
At the end of the day, business is only about two things: save money or make money.
What Jeff does is to determine an objective is by asking clients, “Where is the pain? Where does it hurt? What do you need to work on? Do you not have enough opportunities?”
Next is testing. In order to find the best audience for your ad, you need to create different audiences to test your ad on and see which audience responds best.
If you put in a certain number of variables, Facebook will actually pick the most effective ad campaign for you because they’ll distribute the ad to a couple different audiences, see which responds best, and allocate the rest of the budget to that one in order to deliver your objective.
(28:36) – How can you tell when certain ads are doing better than others?
Again, it’s all in the testing.
When Jeff runs ads to drive traffic to say, Shareable, he could have two different ads one with Caroline’s face and one with Jeff’s.
If he saw that one of these ads was converting at 50 cents a click and one at 25 cents a click, then he would shut off the one that was converting at 50 cents because that it’s less effective than the ad at 25 cents at driving traffic. So, if we have one audience that we’re targeting, we know that the reason that one is performing better than the other is because of some variable in that image.
Say Caroline’s image was the one that converted at 25 cents click, we now know that her ad ran better than Jeff’s. We could introduce Jeff’s in a totally different ad, or try a different headline, or we could do a different version of Caroline’s ad and try to optimize it against the first one. You’re constantly optimizing and testing these ads against each other.
Jeff’s rule is run five kill three. That takes you down to the top 40 percent of your ad set. Then, you introduce three new ones, and kill three again, and again, take the top two.
You’re constantly optimizing to get yourself down to the lowest possible cost per click. This is why having a bigger budget really matters, we had a client who we saved just a penny a click, and helped to generate them with thousands of new website viewers for a penny!
You need to test and figure out which audience works best and which ads work best.
(31:21) – You’ve figured out which ads are working, you’ve determined which ones you want to keep, what happens after that?
You just keep running the ads until the results stop working.
This can happen if you have an audience of just 14,000 people, you’re going to run through those ads pretty quickly. If you have an audience of 9.8 million people, you might be able to run that ad all year, and you may never have to stop them since you’ve optimized them.
Once you get to the point of having these optimized ads, the next thing Jeff would advise is to move on to other social retargeting.
(34:46) – What’s the secret sauce that you bring to Facebook Advertising?
According to Jeff, the funnel is the secret.
He discovered that along the way by accident. He used to do basic retargeting, but we’ve gotten into doing some deeper, more narrow retargeting.
Also, he says that investing in your content has to be a part of this process. You can’t just repurpose some old garbage you have into some Facebook ads.
Facebook ads only really guarantee you some visibility in front of your target audience. You aren’t owed the result just because you paid for it. Investing in some valuable content is essential, if you can’t do that, then you can’t be too mad when your Facebook ads don’t turn out well.
A Day in the Life – Jeff’s Blog and favorite thing he does online. It’s just his daily musings about running a company, dealing with clients and employees and relationships, fear and motivation, how to talk to people, how to write, etc. It’s just a glimpse into his head.
He’s also a paid public speaker! If you’d like him to speak at your event or appear on your podcast you can check him out here.
CONNECT WITH JEFF
- Email Jeff
- @JGibbard on Twitter
- Jeff on Facebook
- Jeff on Linkedin (make sure to introduce yourself)
- Jeff on Instagram
- Jeff on Snapchat
CONNECT WITH CAROLINE
SPECIAL THANKS TO
Caroline, our Producer.
Thanks for everything you do to make this show happen.
Ray, our Audio Engineer.
Thanks for cleaning up our voices and adding all that sexy production value.
The show Parks and Recreation.
I know I’m late to the party on this one, but I just have to say I love you, and I like you.