There’s been a lot of chat about Facebook Ads not working anymore.
And in a way that’s true. Facebook Ads don’t work in the same way as they used to. The saying “if you’ve always do what you’ve always done, you’ll always get what you’ve always got” is sooooo not true when in comes to Facebook Ads.
The game hasn’t changed, but the rules have.
Check out the ROAS column. ROAS is short for Return On Ad Spend.
Campaign one’s ROAS is 1.54. Meaning for every dollar spent on Facebook Ads they made $1.54 in sales on their website. It also spent just over $4k, which is most of the entire budget. It only generated $6,456.42 in sales.
This in isolation is a very average result. When you take into account cost of goods sold on the product they are not even covering costs.
However, sadly, this is where most people stop. They (of their agency) get an average result like this, they stop and they say Facebook Ads don’t work for them.
Now, look at the next 3 campaigns. Together, they spent around $1,500 and made nearly $40,000! That’s an average of 26x ROAS. Campaign 1 in isolation equals a very unsatisfied client. Campaign 1+2+3+4 = a very happy client.
Campaigns 2, 3 and 4 are retargeting campaigns. And this is where the magic happens.
Campaign 1 targets cold traffic; people who have never heard of the brand before. This campaign is designed to introduce people to the brand and let them know it exists. Now, you know that people rarely make a purchase in this phase. They don’t go from not knowing you exist to giving you their credit card within one touchpoint. People need to have multiple touchpoints and get to know, like and trust your brand. You don’t ask someone to marry you on the first date, after all!
Campaigns 2, 3 and 4 are retargeting campaigns and they follow up people who have shown interest but didn’t purchase, in Campaign 1. This is where we educate people on your product, we give them compelling reasons to get to know, like and trust you. We get them to desire your product — and ultimately purchase your product.
Imagine if we’d stopped at Campaign 1, as most people do. All that money left on the table!
We have some seriously powerful retargeting options with Facebook Ads. Facebook Ads are a tool and like any tool, the results will vary depending on the users’ ability to understand and use the tool.
So, how do you stop leaving money on the table and start getting results from Facebook Ads?
STEP 1: Firstly you need to have a good product! Seems like a no brainer, but you simply cannot make any media work sustainably with a pile of sh…
STEP 2: You need to have a website that converts. No point in running traffic to a website that isn’t ready for it. It’d be like turning on a tap and having no buckets in place to capture the water — or at least having very leaky buckets.
STEP 3: Then you need to know your audience and have super clear and clever messaging. Having good creative is a critical element in a successful ad campaign.
STEP 4: Next you need to use the magic of retargeting. You can only do this if you have the Facebook pixel installed. The Facebook pixel is a free piece of code that you install into your website and it allows you to track and retarget visitors based on actions they make on your site. The Facebook pixel itself doesn’t do the work, you still need to setup audiences and campaigns BUT it’s not possible without the pixel in place. Even if you aren’t running Facebook Ads now, you should install the pixel so it can collect the data for when you are ready to scale.
STEP 5: Test, measure and refine everything! We have an unprecedented ability to micro analyse the results of every audience, objective and creative.
Make sure you aren’t leaving money on the table when it comes to Facebook Ads. Success is possible!
Want to learn more?
- Join our free Facebook Group for lots of free trainings and more great info.
- Want to deep dive into learning how to set these kinds of ads up for yourself? Check out our education program eComm Ignitor.
- Or if you want someone to do it for you, get in touch. We provide a done-for-you service to our clients.
Written by Megan Winter
Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.
Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact.