I just really wanted to use the word trifecta.
But seriously, as the title suggests, I have found that there are 3 very key elements to a successful Facebook ad.
The first 2 is rather obvious especially if you’ve been running Facebook ads already.
But there’s a third element that I have found that even experienced advertisers miss the mark on.
And yes, that includes me.
In this post, I want to share these three key elements in the hopes of helping you to craft much better ad campaigns on Facebook.
Every Facebook advertiser will always recognize how refined and how detailed Facebook’s targeting options are.
It is known.
Marketers like me love using Facebook as an advertising platform because it has the ability to put our ads in front of the right people.
And that’s what makes an ad campaign successful: targeting the right people.
You may have the greatest product in the world but if you put it in front of the wrong people, then you won’t find any success with that.
Specificity is also a key thing to remember when setting your targeting.
With the vast amount of targeting points on the platform, it’s almost a waste not to do well-defined research to find your exact audience.
So do your research and get that targeting right.
Yes those are two different things but let me clarify.
For an ad to be successful, it basically has to be a good ad which is received well by the audience. Meaning a lot relies on the content of the ad.
If you have the targeting right but you have no offer in place, your audience will not take the action you want them to take.
The reason why the ad copy is tied into this is because it is what will verbalize the offer.
The offer doesn’t even have to be a product for sale. It can be anything that you call your audience to act upon to improve your relationship with them. That includes signing up for a lead magnet, visiting the website, consuming content or watching the video.
Ad copy is basically your online salesman. It has the power to improve an unsatisfactory product and it has the power to decrease the value of an amazing service.
So do not underestimate those few lines of text because they can make or break not only your ad campaign but your business.
The Third Element Which I’m Not Saying In This Sub-Headline
Because if I put it there, you might just scan through the whole article without reading what I had to write.
The third element in the Facebook Ad Trifecta is Timing.
Think about this: You have the perfect audience: children. You have the perfect offer: candy. So you make the offer to the children.
It makes perfect sense because we all know children love candy!
But (ideally), just because the perfect audience is offered something they like for free, chances are they won’t take it.
The audience is right. The offer is right. But we are not at the right time to make such an offer. We’re strangers to them at this point and children don’t talk to strangers.
We know this.
But so many times, both online and offline, salespeople and marketers forget about taking timing into consideration.
They make offers to people who don’t even know them.
Remember, just because you’re giving away something for free doesn’t automatically mean that people will get it.
Don’t be that guy at an event where everyone is having fun then you come in and start selling.
Like in any relationship, it’s important to nurture it first before you make any type of ask. And usually, the bigger the ask, the more nurturing is needed.
Timing. Timing. And timing.
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How To Improve
So if you’ve found yourself guilty of not taking timing into consideration, the hope iI that you’d want to improve your ad campaigns.
Here’s how to do it.
First, identify the key conversions that happen throughout the customer journey.
It’s different for every business but in general, it can usually be divided into three main stages.
The first stage is the awareness stage where we make the prospect aware of our brand and business. Not so much the product.
This is best done with value-filled content which seeks to address a specific problem your audience is having which your product or service and address.
Second is the consideration stage where you can now make a small offer to your audience just to test whether or not they are interested in the product you are ultimately selling them on.
This is usually done with a lead magnet offer where the business offers something of high-value to the lead in exchange for their contact information.
Lastly would be the conversion stage where the business now does the hard selling of their product or service as a solution to the customer’s problem.
The key is to identify where your audience is and to craft offers for them to ascend to the next level of the customer journey.
Do you now see how all this ties up?
I call these the Facebook Ad Trifecta because they are three separate elements but are key ingredients which contribute to a successful campaign.
The right offer at the right time will not sell to the wrong audience.
Regardless of timing, if the right audience fails to appreciate the offer, no transaction will be done.
And offering the right thing to the right people at the wrong time risks you losing customers altogether.
They all work hand-in-hand so it’s highly recommended that all three are taken into consideration when crafting the ad campaigns.