Facebook Ads Domination

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However, there may be mistakes in typography or content. Also, this e-book

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About the Author

From growing up in a Greek community in Chicago, to rising up through the ranks of the mortgage industry, to the founder of BSM Vault, a full-scale social media- marketing agency, Alex’s #1 passion is coaching business people to achieve their greatest success — a burning desire to help others achieve all they can — personally and professionally. Alex knows from experience — you can’t do it alone. He learns fr om mentors and coaches, and teaches that you should, too. In fact, his core belief is: “When somebody teaches you something, the speed of implementation is the number one determining factor of your success — or failure.” Alex carries this philosophy throughout his workday, and his personal life. Alex began a successful 16-year career in the mortgage business after moving to San Diego in 2002. Starting out as a telemarketer, contacting about 500 homeowners every day. From these humble beginnings, Alex soon became a junior loan officer, then moving up to the positions of a producing branch manager and business development manager for mortgage companies throughout San Diego. During his years working with real estate agents, Alex successfully incorporated social media into their marketing campaigns, seeing the huge impact on their leads and sales. He also realized how Realtors and Loan Officers just do not have the time — or the expertise, to dedicate to pretty much any kind of marketing — something even more important today with the strong emergence of all the various avenues of social media and Online marketing. Having been on both sides of the real estate market, he realized he is uniquely positioned to transition his vision in helping Realtors and Loan Officers maximize their resources. The opportunity to address this need came in the Fall of 2017 when Alex launched his dream business: “BSM Vault” — a full service, personalized digital marketing and social media agency des igned to serve Realtors, Loan Officers and Insurance Agents.

Table Of Contents

Chapter 1: How To Get Started With Facebook Ads .........................................................................................6

What Exactly Are Facebook Ads? .........................................................................................................................6

Why Should You Advertise On Facebook Ads? ..............................................................................................7

How To Get Started With Facebook Ads........................................................................................................ 10

Chapter 2: Getting To Know The Facebook Ads Manager ......................................................................... 16

What Is The Facebook Ads Manager? ............................................................................................................. 16

How To Access The Facebook Ads Manager ................................................................................................ 17

How To Create An Advert On The Facebook Ads Manager.................................................................... 19

A Quick Tour Of All Tools On The Facebook Ads Manager .................................................................... 24

Need Help Navigating Your Facebook Ads Manager? ............................................................................. 28

Final Thoughts On The Ads Manager .............................................................................................................. 29

Chapter 3: Facebook Ads vs. Boosted Posts ................................................................................................... 30

What Are Facebook Boosted Posts? ................................................................................................................ 30

How To Boost A Facebook Post......................................................................................................................... 32

Key Differences Between Boosted Posts and Facebook Ads .................................................................. 34

When To Use Boosted Posts Instead Of Ads ................................................................................................ 38

When To Use Facebook Ads Instead Of Boosted Posts ........................................................................... 38

Chapter 4: How To Optimize Your Facebook Ad Design ............................................................................ 41

Why You Should Optimize Your Facebook Ad Design ............................................................................. 41

How To Optimize Your Facebook Ad Design ............................................................................................... 43

Final Words ................................................................................................................................................................ 49

Chapter 5: Gain Maximum Exposure Using Custom Targeted Audiences .......................................... 50

What Is A Custom Audience?.............................................................................................................................. 50

The 5 Types Of Custom Audiences You Can Create On Facebook ...................................................... 51

What Is A Lookalike Audience? .......................................................................................................................... 53

How To Use Custom And Lookalike Audiences To Get More Conversions ...................................... 54

A Word Of Advice On Custom Audiences ..................................................................................................... 58

Chapter 6: How To Use Retarget Marketing With Facebook ..................................................................... 60

The Facebook Pixel’s Role In Retarget Marketing....................................................................................... 60

How To Apply Pixel Data For Retarget Marketing...................................................................................... 65

Facebook Retarget Marketing Versus Google Remarketing................................................................... 71

Final Thoughts About Retarget Marketing.................................................................................................... 73

Chapter 7 - Split Testing Your Facebook Ads For Optimum Performance .......................................... 74

What Is Split Testing?............................................................................................................................................. 74

What Are The Benefits Of Split Testing?......................................................................................................... 75

Best Practices In Split Testing ............................................................................................................................. 77

How To Split Test In Facebook Ads .................................................................................................................. 80

Chapter 8: Boost Your Profits With Facebook Dynamic Ads ..................................................................... 84

What Are Dynamic Ads? ....................................................................................................................................... 84

How To Get Started With Facebook Dynamic Ads ..................................................................................... 86

How To Create And Start A Dynamic Ad Campaign .................................................................................. 90

How Facebook Dynamic Ads Can Boost Your Profits................................................................................ 93

Chapter 9: How To Lower Your Overall Facebook Ad Budget ................................................................. 96

How To Make The Most Of Your Facebook Ad Budget ........................................................................... 96

How To Lower Your Overall Facebook Ad Spend ....................................................................................... 98

Chapter 10: How To Create A Facebook Lead Capture Funnel ............................................................105

What Is A Lead Capture Funnel?......................................................................................................................105

Why Are Lead Funnels Important?..................................................................................................................107

How To Structure Your Funnel And The Right Ads To Use ...................................................................108

What’s Next After Creating A Successful Lead Funnel? ..........................................................................112

Chapter 1: How To Get Started With

Facebook Ads

In this first chapter, you’ll learn the basics of Facebook Ads and how you can get started with advertising on Facebook. You’ve probably read a lot of success stories on the Internet of marketers spending a few hundred dollars and earning tens of thousands in return.

That sounds like a crazy return on investment (ROI), right? Well, not really. With Facebook Ads, it’s possible to replicate these successful marketers’ techniques so you too can experience an extraordinary ROI!

There’s no denying the fact that when it comes to marketing and advertising your business on social media, Facebook is the way to go. With over 2 billion users logging in to Facebook every month from all corners of the globe, Facebook is king of social media. Whether you want to reach people in your town or city or people on the other side of the world, it’s possible with Facebook ads.

What Exactly Are Facebook Ads?

If you scroll down your Facebook news feed, you’ll most probably see a post which says Sponsored or Suggested Post on it. Or if you’re on a desktop computer, you’ll see ads on the right side of your screen. You’ll even see in-stream video ads while you’re watching a video on Facebook.

Also, you’ll see ads or sponsored messages on Facebook Messenger, Instagram, and the Audience Network. These adverts are known as Facebook ads.

Individuals, small businesses, and large corporations pay Facebook billions of dollars a year to show their ads to Facebook users. And it’s not surprising because compared to other platforms, Facebook gives their advertisers the best bang for their buck.

Why Should You Advertise On Facebook Ads?

Before I show you how you can get started with Facebook ads, let me go through a few reasons why you should consider investing in this platform.

1. Your potential customers and clients are all on Facebook.

Well, maybe not all. But some, if not most of them, will be on Facebook. Not everyone likes Facebook, but everyone who’s ever heard of this thing called the Internet will have heard of Facebook. Whether you’re looking to target people in your location or another continent, it’s very easy to do so on Facebook.

2. Hyper-targeting is a Facebook Ads specialty.

When you sign up for a Facebook account, you give Facebook a wealth of information about yourself. Advertisers can then target you based on the information you provide. Other advertising platforms don’t come anywhere near Facebook ads’ targeting options.

For instance, you can target people based on their location, their hobbies, their favorite sports teams, their language, their education, their life status, their work, their finances, their travel preferences, and so much more.

3. Facebook ads won’t get you bankrupt.

Unless, of course, you give Facebook all your money. But that’s not a very wise business decision, is it? With Facebook ads, you can spend a few dollars each day, and Facebook is not going to complain about it.

If you compare the amount that you’ll spend advertising on Google Adwords, Bing ads, native ads, banner ads, billboard or newspaper advertising, you’re literally going to save a fortune on Facebook! With the amount you’ll save, you’ll be able to reach even more of your target market, that is, you can quickly scale your budget and get in front of more people.

4. You can measure your Facebook ads results.

You’re not going to be playing the guessing game with Facebook ads. The platform is very transparent, and you can see how many impressions, clicks, and conversions your ads are receiving in real-time. To be able to measure your results, you do need to add the Facebook pixel to your website.

This snippet of code is all you need to track important activities on your website – who’s buying, who’s signed up to your list, who’s visited and bounced off your site without doing anything, etc.

5. Facebook advertising can grow your website traffic and foot traffic, too.

With Facebook ads, you can direct people to do anything you want. For example, if you want them to visit your site, simply include the right call of action to your ad. If you want them to drop by your physical store, let them know. If you make your ad enticing enough and give people what they want (by addressing their pain points), then you make it easy for them to follow your call to action.

6. You can quickly get your brand in front of many people.

It’s possible to get your ad in front of all 2 billion+ Facebook users. You just need to have very deep pockets. Of course, not everyone will be interested in your brand, and what you do so this may lead to high costs. In Facebook ads, the goal is to get in front of the right audience, not just any audience.

With the right audience, people will be more receptive to what you’re offering. They’ll engage more with your ad, and this will lead to lower Facebook ad costs.

7. Facebook ads is more effective than organic Facebook marketing.

In the old days, you could simply put up a new Facebook page, and pay a few bucks to have people like your page. When you publish a new post on your page, a huge percentage of your fans and followers see your update in their news feeds. Today, it’s a different story.

With so many friends and so many pages and groups Facebook users join, the news feed has become crowded, and organic reach has dropped

significantly. If you want to reach your target audience, it’s best to just pay Facebook instead of needlessly twiddling your thumbs waiting for your fans and followers to like your new post.

How To Get Started With Facebook Ads

Just like most things in life, there’s a steep learning curve that comes with Facebook ads too. Let’s take it one step at a time so you don’t become confused as doing so will lead to money down the drain.

Step 1. Determine Your Goals

Before you get started with Facebook ads, you need to know the goals you want to accomplish with your adverts because that’s going to be your goal post. You’re going to be aiming for that, and you will set up your ads in such a way that your goals will be met.

Some example goals are:

 Do you want people to like your page?  Do you want people to click through to your website?  Do you want people to join your mailing list?  Do you want people to attend an event?  Do you want people to buy your product or try it out for free?  Do you want people to download your mobile app?

Determining your goals will help you create the most suitable ad for your audience. On Facebook Ads, these are the different goals or campaign objectives you can choose:

(The different campaign objectives available in Facebook Ads)

As you can see in the screenshot above, the objectives are divided into 3 categories: Awareness, Consideration, and Conversion.

I’ll discuss each objective here:

1. Awareness – this objective is great if you want to reach out to cold audiences or people who haven’t interacted with your brand or website yet. You can choose between two options:

a. Brand Awareness – you can increase people’s awareness of your brand

b. Reach – you can reach the most number of people in your audience with this objective

2. Consideration – this objective is great if you want people to start thinking about your brand or your business and encourage them to know more about what you can do for them. You can choose from 6 options:

a. Traffic – choose this objective if you want people to visit your website or increase engagement with your mobile app.

b. App Installs – if you want people to download and install your mobile app, this is the objective you should choose.

c. Engagement – if you want to boost your Facebook posts, promote your Facebook Page, get people to claim an offer on your Page, and get more people to attend an event on your Page, then you need to choose this objective.

d. Video Views – to get more awareness about your brand, you can create a video ad that showcases behind the scenes stories or customer testimonials.

e. Lead Generation – if you want to get leads or email addresses from people interested in your business, then use this objective. The Lead Generation objective makes it very easy for prospects to sign up for your service. f. Messages – get people to send your business messages on Facebook messenger and even Instagram. This objective will help your business to answer questions from prospects, generate more leads and drive more transactions.

3. Conversion – conversion ads encourage interested people to buy your product or subscribe to your service. You can choose from 3 different options: a. Conversions – if you want to send people to your website, Facebook app or mobile app, use this objective. To maximize, track and measure your conversions, you will need to install the Facebook pixel on your website. b. Catalog Sales – to use this objective, you will need to create a catalog to show off your inventory. Once you have this setup, you can then create ads that will automatically show items from your catalog based on your target audience.

c. Store Visits – if you’re running an offline business, that is, you have a brick and mortar store, then you can use this objective to get more people to visit and shop in your store.

Step 2. Know Your Audience

Now that you have defined your goals, you need to know your audience. Who are you hoping to target with your Facebook ads?

 Do you want to target women, men or both?  Is your product or service going to be a fit for single or married people?  Are 20-30-year-old sports fans going to be your target?  Do you want to get the attention of people who like classical music in New York?  Are you going to be selling your products just in the US or do you intend to ship to Europe, Asia and the rest of the world?

As we’ve mentioned before, there are literally more than 2 billion people you can target on Facebook right now. You just need to find a certain group of people who will benefit the most from your product.

If you don’t know your audience, if you’re going to target just about anyone, it can lead to astronomical advertising costs for you. So before you start creating your ads, at least have an idea of who will be most interested in what you have to offer.

Creating a customer persona is great for this purpose. Not only will you get to save a lot of money, but you’ll also get better results with the right target audience.

Step 3. Know Your Budget

No matter how big or small your marketing budget is, Facebook ads will help you out. Even if you’ve only got $1 to $2 to spend on ads each day, you can still get your ads in front of a few hundred or a few thousand people. Of course, this will depend on your targeting, your ad placements, and your overall ad strategy.

In the beginning, expect to lose money while you optimize your ad sets. You can spend $5 on different adverts every day and see which one converts the best. You will do a lot of testing.

Trial and error is the name of the game. But when you find the winner, you’re going to be winning big. And your $5/day budget is going to be a thing of the past.

Getting started with Facebook Ads might seem difficult at first, but once you get the hang of social media’s number one advertising platform, you’re in for a ride.

Read the next chapter to know more about the Facebook Ads Manager and how you can start using it to grow your business.

Chapter 2: Getting To Know The Facebook Ads Manager In this chapter, you will learn how the Facebook Ads Manager works. I will walk you through the different sections and I will also include screenshots to make it easier for you to find your way around the Ads Manager.

What Is The Facebook Ads Manager?

The Facebook Ads Manager is your ad campaign command center for all your Facebook ads, Instagram ads, or Audience Network ads. It is where you go to create new ads, edit and manage your existing ads, view your ad reports, manage your Facebook pixel events, your billing info, and so much more. In addition to accessing your Ads Manager on a desktop computer, you can also access your ads using the official Facebook Ads Manager mobile app. You can download this on both Google Play Store and the Apple App Store for free. The mobile app allows you to:

Create new ads

Track your ads performance

Edit and manage current ads

 Edit ad budgets and schedules

Receive push notifications

It’s important to mention here that with Ads Manager, you can only manage 1 ad account. If you want to manage more than 1 ad account, you will need to create a Facebook Business Manager account. So if you have clients or

you need to keep your ad accounts separate (like one ad account for each business), then you need the Facebook Business Manager.

How To Access The Facebook Ads Manager

Accessing the Facebook Ads Manager is quite simple. Here’s how:

Step 1 . Log in to your Facebook account.

Step 2 . On the blue top navigation bar, you can you can see the white triangular arrow. Click on this arrow and then click Create Ads (see image below).

(How to access the Ads Manager from your Facebook account)

Step 3 . Facebook will set up your Ads Manager. You will see this on your screen while you wait (don’t worry it won’t take more than a few seconds).

(Your Facebook Ads Manager set up screen)

Step 4 . When Facebook is finished setting up your Ads Manager, your screen will show something like this:

(Your Facebook Ads Manager home screen)

Now that you know how to access the Facebook Ads Manager, let me show you how you can create your first Facebook ad.

How To Create An Advert On The Facebook Ads Manager

When you’re ready to create an ad, simply follow the steps I’ve outlined in the previous section to access the Facebook Ads Manager. In the Ads Manager, you have to go through 3 different levels – the campaign level, the ad set level, and the ad level.

Level 1 - Campaign Level

In Chapter 1, I mentioned you should have a goal in mind before you set up your Facebook ads. When choosing from any of 11 objectives below, keep your goal in mind and choose the most suitable objective from the list:

1. Brand awareness 2. Reach 3. Traffic 4. Engagement 5. App installs 6. Video views 7. Lead generation 8. Messages 9. Conversions 10. Catalog sales 11. Store visits

Once you’ve chosen your marketing objective, your Campaign name will be your objective. In this example, I selected the Traffic objective, therefore, my Campaign name is Traffic. You can edit the Campaign name as you see fit.

(The default Campaign name is the marketing objective you’ve chosen)

As you can see near the bottom of the screenshot above, you can edit your budget at the Campaign level.

When you’re ready to proceed, click on the the blue Set up ad account button. You will then be directed to this page:

(Set up your ad account in the Facebook Ads Manager)

Setting up your ad account is very straightforward. Simply select your country from the list, then your currency , and lastly, your time zone . Click Continue . Now we go to the second level.

Level 2 – Ad Set Level

In the Ad Set level, the options that will appear will depend on your chosen objective. If you want, you can always go back to the Campaign level and change the objective so you can see the different options. But the three options that are present in the Ad Set level of ALL campaigns are the following:

Audience

Placements

Budget & schedule

For this chapter, I am using Traffic as my campaign objective. These are the options available for Traffic campaigns at the Ad Set level:

(The options available at the Ad Set level for Traffic campaigns)

At this point, you should fill out the different sections with information relevant to your specific campaign. If you’re using a Traffic campaign like I’m doing in this example, here’s more information on the different settings you need to define at the Ad Set level:

 Traffic – choose whether you want people to go to your website, your app, or to send you a message on Messenger

 Offer – if you’re running a promotion in your business, you can create an offer that people can save and receive reminders about.

 Audience – this is where you define who you want to show your ads to. You can either create a new audience, use a saved audience, or create a custom audience composed of people who have interacted with your business either online or offline.  Placements – you can choose to have Facebook decide the placements automatically or choose yourself manually. It’s best to choose manual placements so you can decide whether you want to show your ads on desktop, mobile, right column, Instagram, Audience Network, or Messenger. Manual placement gives you control over your ads.

 Budget and schedule – in this section, you can decide whether you want to use a daily budget or a lifetime budget. Facebook will give you an estimate of your total weekly spend.

Level 3 – Ad Level

The options you see at the Ad level will depend on your Campaign objective. If you choose Brand Awareness as your objective, you will see different options at the Ad Level. If you choose Conversions, you will see a different set of options.

Since we chose Traffic as our ad objective in this chapter, these are the options available at the Ad level:

(The options available at the Ad level for Traffic campaigns)

At the Ad level for Traffic campaigns, you will need to specify the following details:

 Identity – choose your Facebook page or Instagram account

 Format – choose how you want your ad to look. As you can see in the screenshot, you can choose from Carousel, Single Image, Single

Video, Slideshow or Collection ad formats. If you chose mobile placements at the Ad Set level, you could even add a full-screen landing page for your ad for a more immersive experience for those who engaged with your ad.  Links – this is where you write down the text, images or videos for your ad. You can also view your ad preview here so you can see what your ad looks like based on the placements you chose at the Ad Set level.

You can play around with the different settings until you’re happy with how your advert looks like. When you’re ready to publish, hit the green Confirm button.

(Click Confirm when you’re ready to place your order)

A Quick Tour Of All Tools On The Facebook Ads Manager

To access all the tools on your Ads Manager, click on Ads Manager at the top left corner. You will then see the Ads Manager Menu as you see below. If you don’t see the same image, make sure you click on All Tools at the bottom:

(The Ads Manager Menu)

As you can see in the screenshot, the Ads Manager menu is divided into six columns.

1. Frequently Used column – this column contains a link to 4 of your most frequently used tools in the Ads Manager

2. Plan column – in this column you can access Audience Insights and Creative Hub  Audience Insights – this is where you create hyper-targeted audiences. Facebook gives you a lot of data to play with, and you can target people based on their location, interests, and behaviors.  Creative Hub – if you’re not ready to pay for real ads, but you want to see how it would look like to your audience, simply go to Creative Hub and create mockups for your ads. This is also where you can check the percentage of text in images you’re going to use in your ads. If there’s too much text on your image, your advert’s reach may be affected.

3. Create & Manage column – in this column, you have access to 6 different tools, such as:

 Business Manager – this is simply a link to the Facebook Business Manager where you can manage multiple ad accounts in one place

 Ads Manager – this is where you create your Facebook ads (I already gave an overview of how to create ads in the previous section of this chapter)

 Power Editor – in the Power Editor, you can import and export ads as well as bulk-edit your work

 Page posts – you can create new posts here. You can also create

posts by going to your page. In this menu, you can choose whether to use your newly created post as an ad or have it published to your page as well.

 App dashboard – if you are a Facebook app developer, you can create and manage settings for your apps in your app dashboard

 Automated rules – with automated rules, you have more control over your hands. You no longer need to check your campaigns daily. You can just set up automated rules that will notify or update you when there are changes in your campaigns, ad sets, or ads.

4. Measure & Report column – in this column, you can track and measure your ads and your events. The tools in this column are:

 Ads Reporting – you can create and export reports in Ads Manager to see your most important ad metrics. You can also schedule reports to be emailed to you directly.

 Analytics – this tool will help you analyze data from your Facebook pages as well as the pixel installed on your website

 Events Manager – this tool allows you to create and manage your Facebook pixel, offline events, app events, add custom conversions and partner integrations.

5. Assets column – in this section, you have easy access to important assets that you have used or will be using to create your ads, these include:

 Audiences – this tool will help you create and manage custom audiences, lookalike audiences, and saved audiences  Images – this tool will allow you to upload and manage images for your pages and ads  Catalogs – if you have a store with many products, you can add and manage your inventory here

6. Settings column - you can access three tools in this column. These are:

 Settings – you can access your ad account settings here, your pages, your payment settings, and your email and Facebook notifications.

 Business settings – if you have Business Manager set up, this is where you manage your ad accounts, pages, and the people who work on them.

 Billing – you can manage your payment settings here, and you can see all the billing transactions that have ever occurred in your ad account

Need Help Navigating Your Facebook Ads Manager?

If you’re afraid of getting lost in the Ads Manager maze, don’t be. If you need help with anything, you can simply type your query on the search bar . Alternatively, you can also click on the Help button in the upper right corner of your screen, and the Advertiser Help Center will appear on your screen.

Here’s where you find these useful tools:

(Use the search bar and the Help Center if you need help with the Ads Manager)

Final Thoughts On The Ads Manager

I hope this chapter has helped you get to know more about the Facebook Ads Manager and how you can get started creating your first Facebook advert. In the next chapter, I will discuss and compare Facebook Ads with Boosted Posts. See you there!

Chapter 3: Facebook Ads vs. Boosted Posts

In the first two chapters of this Facebook Ads Domination series, I discussed Facebook Ads and the Facebook Ads Manager in great detail. I talked about how and why you should get started with Facebook Ads.

There are so many benefits to creating an ad using the Ads Manager. However, it does have a steep learning curve attached to it. If you want to know a faster and easier way to get your first very first advert launched, then you need to consider boosting a post. In the third chapter of this series, I will contrast and compare Facebook Ads versus Boosted Posts so you can decide which method is best for your business goals. But before I do this, I’ll introduce you to Boosted Posts first and show you how it works.

Also, at this point, I would assume you already have a Facebook page created for your business. If you don’t have one yet, please take the time to create one now. You can always edit your page settings later on.

Let’s begin!

What Are Facebook Boosted Posts?

If you are a Facebook page admin, you won’t miss the blue Boost Post button that appears in every single post on your page. If you don’t see that button anywhere on your timeline, then you’re probably not a page admin. Make sure you are one so you can follow the steps I’ve written down in this chapter.

Boosted posts are quite literally published posts on your Facebook page that you boost or promote to your followers or another target audience. Your posts appear on your page timeline so if anyone checks out your page, they’ll be able to see all your posts, both boosted and non-boosted.

If you’re wondering why you need to boost a post to people who already like your page, then read on for the explanation.

A few years ago, posts published on a fan page were immediately seen by people who liked and followed that page. This lead to a lot of free organic traffic and engagement levels were very good (think 80-90% of fans engaging with every post!). However, in recent years, organic reach has been declining steadily. In fact, many page owners are reporting that their organic engagement has plummeted to 1-5% per post! This basically means that if you have 10,000 followers, only a few hundred people will see your post. If you have a million followers, a few thousand people will see your post and engage with it. This is why page likes are mainly a vanity metric nowadays. It looks good on your page but if only a small percentage of your fans see your posts, then why bother paying for page likes? If you want to increase the chances of your followers seeing your all-important post, then you should consider boosting your post instead.

How To Boost A Facebook Post

First, you’ll need to go to your Facebook page. Then look for the post you want to boost. At the bottom right corner of your post, you’ll see a blue button that says Boost Post . Click on this button (see image below).

(Click the Boost Post button to boost your post)

Unlike the seemingly complicated Facebook Ads Manager interface that I showed you in Chapter 2, the Boost Post interface is relatively simple and straightforward:

(The Boost Post options)

When boosting a post, you have fewer options to choose from unlike with Facebook Ads. Here are the options you can change:

1. Objective – you can choose if you want to get more engagement (reactions, comments, shares), get people to visit your website , or receive messages from your target audience.

2. Call to action button – you can choose to have no button, or you can use Shop Now, Book Now, Learn More, Sign Up, Send Message, or Send WhatsApp Message.

3. Audience – you can choose people through targeting, people who like your page, and people who like your page plus their friends.

4. Budget and Duration – you can choose your daily budget for the duration of your campaign. The minimum budget is $1 a day.

5. Tracking conversions – you can use the Facebook pixel to track your conversions. You need to have the pixel installed on your website so you can use this feature.

6. Payment – you can define the currency you’d like to use for your payment here as well as the ad account you’re going to be paying from (you’ll have multiple options if your Facebook page is connected to your Business Manager)

When you’re ready to boost your post, simply click on the Boost Post button and Facebook will then start promoting your post.

Now that you know how Boosted Posts and Facebook Ads work (remember Chapters 1 and 2), it’s time to compare the two so you can make an educated decision when it’s time for you to do some content promotion on Facebook.

Key Differences Between Boosted Posts and Facebook Ads

Whether you’re in the Boosted Posts camp or you’re a firm believer of Facebook Ads, both have their advantages and advantages. In this section, we’re going to be looking at key features.

1. Campaign Objective

 Boosted posts - choose between 3 objectives ( engagement, traffic, messages )  Ads - choose up to 11 campaign objectives ( brand awareness, reach, traffic, engagement, app installs, video views, lead generation, messages, conversions, catalog sales, and store visits ).

2. Budget Control

 Boosted posts – you can only choose your total budget  Ads – you can choose your daily or lifetime budget

3. Ad Scheduling

 Boosted posts – when you boost your post, the ad will start right away. You can’t schedule it, but you can set an end date.  Ads - you can set a start and end date for your ads so if you’re going away on vacation, you can plan your ads in advance and have it run even while you’re away.

4. Audience Targeting

 Boosted posts – you can choose audience targeting, but it’s very limited. For instance, you can’t target people by their language, and you can’t add a connection type. You can target people who liked your page and their network of friends as well.  Ads – you can hyper-target with Facebook ads. You can use custom audiences, lookalike audiences, you can target by language, you can add connection types. There’s even an option to let Facebook automatically expand your interests if it thinks people outside of your audience will engage with your ad.

5. Geographic Targeting – you can target specific locations with both boosted posts and ads.

6. Age and Gender Targeting – you can target both age and gender of your audience with both boosted posts and ads.

7. Interest and Behavior Targeting - you can target your audience’s interests and behaviors with both boosted posts and ads.

8. Language Targeting

 Boosted posts – you cannot target your audience’s language with boosted posts  Ads – yes, you can target languages with ads

9. Ad Placement

 Boosted posts – your post will only appear on both desktop and mobile news feeds. You can’t choose just desktop or just mobile.  Ads – you have full control over where you want your ads to appear. You can choose to have them appear just on desktop news feeds, or just on mobile news feeds, Instagram, audience network, column, instant articles, and so much more.

10. Dark Post

 Boosted post – no, you can’t create a dark post with boosted posts. A boosted post has to be published and will appear on your page’s timeline.  Ads – yes, you can create a post solely for use in an ad, and you can choose not to have it shown on your page timeline

11. Ad Delivery

 Boosted post – you can’t adjust how you want your ads delivered

 Ads – you can choose between standard and accelerated delivery. You need to set a bid cap though to use accelerated delivery which is useful for time-sensitive promotions.

12. Instagram Ads

 Boosted post – no, you can’t boost your Facebook post on Instagram  Ads – yes, you can choose to show your ads on Instagram by making sure it’s ticked in the Placements section

13. Audience Network Ads

 Boosted post – no, you can’t boost your Facebook post on the Audience Network  Ads – yes, you can choose to show your ads in the Audience Network by making sure it’s ticked in the Placements section

14. Right Column Ads

 Boosted post – no, you can’t show your boosted post in the right column on desktop computers  Ads – yes, you can choose to show your ads in the right column on desktop computers.

15. Retargeting

 Boosted post – no, you cannot retarget people  Ads – yes, you just need to make sure the Facebook pixel is installed on your website and is working properly

When To Use Boosted Posts Instead Of Ads

There’s a lot of advantage to using Facebook Ads, but in certain scenarios, Boosted Posts will work just as well, at a much faster rate at that. Here’s when it’s best to use Boosted Posts:

1. If you have a post that’s already receiving good organic engagement, then you may want to consider boosting it. If the people who saw your post organically are interacting with it, that is, they’re liking, sharing and commenting on it, then chances those who did not see your post in their news feeds will find it interesting too! 2. If your post is informational, that is, you’re not selling anything on it, then people would be more receptive to your boosted post. If you’re selling something, then it’s best to use Facebook Ads as you have more options over the format of your ads.

3. If you don’t have much time and you don’t want to learn the complexities of Facebook Ads Manager, then boosting a post is your best option.

With that being said, boosting posts is, quite simply put, for beginners. If you truly want more bang for your buck, then you have really have no choice but to dive in and learn how the Facebook Ads Manager works.

When To Use Facebook Ads Instead Of Boosted Posts

Generally speaking, Facebook Ads are a much better option that Boosted Posts simply because it offers advertisers full control over their ads.

The Ads Manager will allow you to split test every single aspect of your campaign. It’s so much more flexible, and in the end, your campaign will be so much more profitable.

You can hyper-target your audience and reach even more people who have the same characteristics as your winning audience (you do this by creating a lookalike audience – something you can’t do on boosted posts).

Creating custom audiences is easy and thanks to the audience insight tool you can research the best demographics who might be a fit for your product or service.

With Facebook Ads, you have many different kinds of campaign objectives to choose from. With Boosted Posts, you’ve only got a few options. Since you’re spending money either way, it’s best just to go all the way in and use Facebook Ads.

If you think it’s beyond your skills or it’s too technical, you can always hire an agency or a consultant to help you out with your Facebook Ads campaign.

Final Words

Boosted Posts works great on its own and is great for beginners who are just starting out with paid promotion. However, it gives you very little control over your ads and may not be a very cost-effective option for your business.

If you want complete control over how your ads run and determine the best possible adverts that will convert with your preselected audience, then you

need Facebook Ads. Granted, learning how to manage Facebook Ads is not an easy job but it will be worth it in the end especially once you find the right combination of a high-converting advert and target audience.

While Facebook Ads and Boosted Posts are great promotion vehicles, there are still so many other things to consider. In the next chapter, you’re going to learn how to optimize your Facebook Ad design because first impressions do matter, especially to cold audiences.

Chapter 4: How To Optimize Your Facebook Ad Design In the earlier chapters of this Facebook Ads Domination series, you learned all about the technical aspects of Facebook Ads. In this chapter, you’re going to be learning about how to optimize your Facebook ad design because if you don’t, you might just as well be throwing your money away.

Try not to get lost in the technical aspects of creating your ad because designing your ad and making sure it gets noticed by your target audience is just as equally important.

Why You Should Optimize Your Facebook Ad Design

Before I answer this question, I’d like you to think about the last time you were scrolling on Facebook. In what instances did you stop scrolling to take a look at an ad that appeared on your feed?

Was it because the Page name was familiar? Or was it because the image they used was eye-catching? Or did the headline somehow grab your attention? Or was it maybe because they used a video that told the brand’s story in the first few seconds? Whatever it was, it was effective enough to get you to stop scrolling your feed. And the people behind the advert surely thought about how they can get people like you, as a part of their target audience, to pay attention to their ad. They made sure to optimize their ad design so that their advert won’t go unnoticed and ignored.

The example I gave is just one of the possible answers to the question above. Here are a few more reasons why you should optimize your Facebook ad design:

1. Good design makes your target audience engage with your brand . You need to optimize your Facebook ad design so that people in your target audience will engage with your ad and do whatever it is you want them to do so you can meet your campaign objective. If you want them to download a free eBook, your ad design should encourage that and get people to download your stuff. 2. Your design communicates your brand . If your design looks elegant and luxurious, then people are going to associate your brand with being an elegant and luxurious brand. If your design is fun, then people are going to think of you as a fun-loving brand. 3. Good design makes you more visible to people . If you’ve ever come across a unique ad that’s gone viral or that’s been shared by many, many people, then you can understand why good design makes your brand highly visible. The more unique and engaging your ad design is, the more people will share your ad. Remember that getting excellent organic reach on a paid advert helps lower your ad costs. 4. Good design drives conversions . Don’t ever underestimate the power of good design. When you have a well-designed advert with compelling design, it speaks directly to the people viewing your ad. If they see themselves in your design, they’ll be more willing to follow your call to action.

For instance, if you were a grandmother and you see an ad with a heartwarming image of a child getting a hug from his grandma, wouldn’t

you be compelled to follow the ad’s call to action? If the ad was selling a child’s handmade sweater, wouldn’t you want to click on the Buy Now button so you can buy that sweater for your grandkid?

5. Good design reinforces your ad’s message . It’s important to truly understand what this point means. Some advertisers only care about having a nice image on their ad. Some only care about the message because they believe it’s more important than their ad graphics. However, an advert that uses an eye-catching image AND conveys a message that resonates with the target will result in more conversions. Continuity is important in advertising. If your message and your image complement each other, you’ve got the recipe for success.

Now that you know why ad optimization is important let’s now discuss how you can optimize your Facebook ad design.

How To Optimize Your Facebook Ad Design

There are many factors you need to look at if you want to optimize your Facebook ad design. As we mentioned in the previous section, your message and your accompanying graphic should work well together. Psychology also plays a huge role in design so I’ll be talking about that a bit in this section, too.

1) Use Great Visuals

When you use eye-catching and attractive visuals or graphics, people are more likely to stop scrolling their news feed to take a closer look at your ad. If you use lackluster or boring graphics that don’t stand out from people’s

crowded news feeds, then expect to NOT get a lot of engagement on your ad.

Also, it’s important to note here that Facebook doesn’t like too much text on images. When you upload the images for your ad, their algorithm will check the images for text. Having too much text will affect the delivery of your ad so make sure you pass this requirement.

Here are a few tips to make sure you use the right visuals for your ad:

 Use high-quality images - some stock images are great, but most are overused. If you have original images that showcase your brand and your customers, then use that. People love authentic and original images; stock imagery often looks fake, and most savvy Facebook users can spot cheesy stock images right away. Most will probably skip your ad and just continue scrolling down their news feeds.  Use original graphics – this option is a bit pricey, but if you want to really stand out, you can hire a graphic designer to create original graphics for your ad. This way you know your ad will be unique and may increase the probability of people engaging and sharing your ad with their friends.  Use close-up photos of people’s faces – an image of a person projects an emotional connection with the audience. Don’t just use any image with a person on it though. A photo showing a smiling, friendly face up close may work wonders for your ad. Don’t you find yourself smiling whenever you see a happy person in a photo?

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