Have you got the right mindset to advertise on Facebook and Instagram?
Investing in Facebook ads is as exciting as it is daunting.
There’s lots to learn and multiple factors to take into account but right up there – at the top of the list – is having the right mindset.
Because, once you crack that, not only will you not only get the best results from your ads, you’ll also stay calm in the process.
In this blog I’ve set out some of the biggest misconceptions I’ve heard about Facebook and Instagram ads. And, in doing so, I hope to help you approach your digital marketing with a clear mind and realistic expectations.
As a side note, when I refer to Facebook ads, I’m also referring to Instagram ads, which are the same.
Mindset makeover #1: Facebook Ads aren’t magic sprinkles. Set realistic expectations
Unfortunately, Facebook ads will not solve your business woes. In fact, if something is going wrong in your business, Facebook ads could make the problem worse, not better.
For example, Facebook can’t force people to buy your products. They’ll show your ads to the right people and, if they’re intrigued, they’ll click the ad, but sales aren’t guaranteed.
Facebook can also help by driving traffic to your website but if you’re not making sales once they’re there it means your ads are working but your website isn’t.
When that happens you need to look at why your website isn’t converting. Start by answering these questions:
- How do the product pages look?
- Is my branding consistent?
- Are my product photos clear, showing the product at different angles?
- Are there reviews on my website to build trust?
- Are there clear icons to my social media accounts?
- Am I active organically on social media? (Big trust factor!)
- What payment methods do I accept?
- Do I have a simple checkout?
- Is the refund and return policy easy to find?
- How much are the shopping costs?
Mindset makeover #2: Good things come to those who wait. Be patient
Whilst it’s entirely possible to begin making sales on day one of your ads, most likely, it will take a few weeks of testing and refining your audiences, creatives and messaging before you begin making significantly more sales.
At this point you’ll be able to start reinvesting your revenue and increasing your ad spend to make even more sales (this is called scaling).
It’s also worth remembering that people rarely buy the first time they see an ad.
You’ll need to show your products in various ads, and across different marketing channels, before a buyer commits. It’s not unusual for people to do their research before they decide to buy.
Mindset makeover #3: Don’t put all your eggs in one basket
Social media advertising is only one marketing channel and should be used alongside other marketing tactics. Here’s what else you should consider:
- SEO (search engine optimisation)
- Organic social media marketing
- Website optimisation (refining all the website points listed above)
- Email marketing
On that final point, is your email marketing software integrated with your store? This is a biggie.
Your business revenue could increase by as much as 40% with the correct email automations set up. Hire a pro if you need to. It will be a worthwhile investment in your business.
Mindset makeover #4: Know your numbers
You can make as many sales as you want but if they’re too expensive, you will still make a loss, so make sure you know your numbers.
For example, what’s the maximum cost per sale you can afford to invest in ads and still make a profit?
Make sure you take into account the cost of your product and business costs including the fee of your ads manager as well as the cost of your ad spend.
If you take all these costs into account, any profit you make will be called return on investment or ROI.
This is a much more accurate barometer than your return on ad spend – or ROAS – which is how many multiples of your ad spend you make back.
Mindset makeover #5: Preparation is EVERYTHING.
We’ve all seen the inspirational quote on Instagram ‘Fail To Prepare, Prepare To Fail.’ But it’s true.
Building your ads in Ads Manager is the easy part and can be done in a day. The real work comes before launch.
The strategy, messaging, creating the imagery and videos or auditing and adapting your ads creatives, researching audiences, writing different types of copy all takes time and can’t be rushed if you want the best chance of success.
It is not uncommon for ads managers to charge a separate fee for setting up your campaigns due to the work involved. They will also ask for time to complete this with additional fees should the turnaround needed be faster.
In a nutshell
To summarise, Facebook (and Instagram) ads are a really powerful tool to grow your business but they don’t do all the heavy lifting.
Ensure you have strong foundations and clear strategy. Be patient and you’ll be able to achieve great results for your business.
Ready to start running Facebook ads? Book a call with me today.