Facebook Ads

[DeAunte Hawkins]

Hello All,

I'm gearing up to begin a local marketing campaign, and I'm considering utilizing a couple pay-per-click tools such as Adwords and Facebook. Has anyone had any experience with either, specifically Facebook ads. I haven't heard a lot regarding the effectiveness of Facebook ads. So, I would be interested in any insight regarding setting a good daily budget that would return a respectable response rate.

Thanks.

[Angel-Ty L.]

@DeAunte Hawkins

While the daily budget does affect your response rate, I would like to direct your attention to a much more important factor that will have a more profound effect on your success within the facebook ads platform in general.

A lot of times in the beginning investors are not going to spend a significant amount of money on facebook. So I would implore you to take this tip I have for you seriously.

Tip: You NEED to be hooking the right seller from your ads, also known as your customer avatar/ ideal prospect.

What do I mean by this? Now your ad copy could be awesome, you even nailed your offer perfectly, but your missing 1 major thing. The Hook!

Your hook is the marketing message, the reason that someone is going o show interest in your service.

unlike googles intent search marketing, you are disrupting these persons feed and they most likely have no clue who you even are.

You need to be ridiculously relevant because the more relevant you are the better your ads will perform. if you don’t get this right expect to pay a lot more than you need to be.

so how do you go about forming your hook?

First things first, take inventory of your ideal prospect. You need to know everything there is to know about who you want to speak to.

See you want motivated home sellers, but you have people that are going to be interested in your service for different reasons.

Off the top of my head, a lot of motivated sellers are looking at retirement so they want to sell their house and move to let's say Florida or downsize in general.

Your hook can be something like “let XYZ company help you through a smooth retirement”

A lot of you guys already know who your ideal prospect is and if you don’t, just break down every situation somebody can be in to want to sell their house fast.

Once you have those prospect avatars, start writing down a swipe file full of hooks that address each and every avatar you have

Quick tip: Take a look at other companies testimonials as well as yours. Look at the story they tell about how that company helped and use that information to formulate hooks and can even use testimonials in your ad copy in general, or get creative and formulate stories.

You cannot have a great hook without a solid understanding of your service, what it does for people, as well as understanding your ideal prospect. Research, research, research!

So now that you understand hooks and your customer avatar, you have to then put everything all together.

Here’s a simple strategy…

Start with 2-3 avatars. From there choose 2-3 hooks you are going to use such as emotion, logic, and or average process-based.

You're now going to be able to write ad copy for each of those hooks to be able to target that specific avatar.

Create a separate campaign for that single avatar. At the ad set level, you’ll then have different audiences and interest groups to target.

Now within the ad set at the ad level, you create enough ads to split test between those 2-3 hook vacations. Run that until you have enough data that is statically relevant.

This strategy right out the gate gives you info on what avatar works the best as well as which hooks are those avatars responding too. You can adjust this test by scaling down avatars and ads depending on your budget.

Appreciate it if you’ve read this far! If you need any clarification feel free to message me.

Best of luck to your marketing efforts!