You may be wondering whether Facebook Ads will work for you.
Facebook Ads can get big results. But (and this is a big BUT) there are non-negotiable ingredients that your business needs in order for Facebook Ads to work for you.
I’m going to lift the hood on our processes for seeing whether clients are going to be the right fit for us in our eCommerce growth agency and you can use this to get a gauge as to whether Facebook ads may work for you.
There are a few non-negotiable ingredients we look for when choosing whether to take on a client or not and these are…
A good product that people actually want
First, they have to have a good product that people actually want and need. Seems obvious right? But if you don’t have an amazing product with market demand, no form of marketing or advertising is going to give you long term, sustainable results.
Do you have a tribe of existing customers who rave about you to their friends and/or come back and purchase again.
If you are launching a new product to market and starting from scratch you will need to invest more in building awareness and getting a group of early adopters to take a leap of faith to try your product. If you have a good product, the tribe will follow. There is always a tipping point but you need to have patience.
A website that is ready for your customers
Think of your potential customers like water. If you send your customers to a website that is not ready for them, it’s like turning on taps without having any buckets in place to capture the water.
A good benchmark conversion rate is 3%… meaning for every 100 people who come to your site, 3 should buy. If your conversion rate is low you can dig a little deeper and find out why. Usually it’s that your site is not optimised for sales, but sometimes it’s that you’re driving the wrong traffic to your site. You wouldn’t setup your ads to drive men to a women’s shoe store, right?
Integrated & holistic business approach
When we work with clients we see ourselves as part of their team. We work with them to develop ideas for campaigns and new creative. We analyse and interpret the data from the Facebook Ads to help them improve their business. If Facebook Ads are going to be seen as a silo and not integrated into the holistic business approach, we respectfully decline to work with that client.
A proven strategy
Facebook ads are simply a media placement tool. You need a full-funnel strategy in place in order to get the most out of your ad spend. You can pop one or two ads up and get sustainable results. You may have short-lived success, but we are looking for sustainable, scalable results. If a client isn’t interested in developing a sustainable strategy, which is an interactive process, then we are interested in working with them.
Realistic Expectations
It takes time, effort and ad spend to test, measure and optimise the performance of your Facebook Ads. If we sense that a client is looking for a magic wand or silver bullet solution, we run!
If investing in Facebook ads is a last ditch effort to save your business and you are making decisions based on fear and panic, we would advise against investing in ads. You are going to have the fortitude to let us crack the funnel.
Sure… we have been delivering Facebook Advertising Services to our clients for over 5+ years and have been helping our clients grow using digital marketing for over a decade but there are no guarantees with Facebook Ads.
We only work with businesses who are serious about generating a positive return on investment (ROI) from their marketing and who understand marketing is an investment that helps their business grow. We employ a wide range of tools and skills to develop a comprehensive strategy that we know gets results.
BUT… Facebook ads are simply a media placement tool. They aren’t magic. They give us unprecedented testing, optimisation options and agility, but they aren’t magic.
We don’t pretend to own or control Facebook. I actually don’t love Facebook Ads, I love results. And right now, Facebook Ads are what is getting the best results so that’s what we use to help our clients grow.
So… if you’re thinking about using Facebook ads to grow your business use our filter to see if they may work for you.
Megan Winter
Megan is an inspiring, brilliant and fun digital marketer and has worked with some of the fastest-growing eCommerce brands in the world.
Megan loves helping purpose-driven online store owners to make more income and achieve more impact.
