In July, I dedicated time to learn more about Facebook Ads. I went through Gordon Leslie’s Ads Module in Praxis, created two ads, ran one, and was able to poke around in the business Facebook manager to understand what worked and what didn’t. Being a digital/content marketer, I’m familiar with the impact Facebook can have on a business, but it had been a few years since I tried any paid advertising through them. Facebook Ads are touted as a low cost, high ROI channel for finding the right customers and they’re definitely something I want to keep experimenting with.
There are plenty of courses and tutorials out there for understanding how to create, run, and analyze your own ads. So I’m not going to rehash that. Here instead are six dos and don’ts that I learned from this PDP.
- DON’T create an ad on a whim- your copy and creative are super important and those things take some prep work
- DO start with a broad audience, and then narrow down on the responsive groups
- DON’T worry about all the metrics and data Facebook will offer you. The ultimate goal is a conversion (a sale, a sign-up, page likes from new people, etc.). Identify your goal, and use the relevant data to measure accordingly
- DO tweak one element at a time. Not all at once
- DON’T try and share your ad draft with other page admins. It doesn’t work and I don’t know why and it’s frustrating, but that’s just the way business manager works for the time being. Take screenshots or call and share your screen or meet in person to collaborate on an ad
- DO actually use the data you collect from the ads (I’ve been bad at this). Evaluate how close you came to meeting your goals, the patterns you see in your audience, the cost/benefits of running an ad, and how you might do better next time
With Bliss & Brahm and The Yellow Bird, we already have an audience that we know is usually receptive and we targeted these people. I’m curious about testing an ad with an extremely broad audience, but that’s for another time. For now, I’ll be analyzing our data, trying to make sense of business manager, and thinking about how to switch up the copy in the future.