#ContentWritingChat Recap: How to Get Customers to Stop Scrolling & Start Buying With Facebook Ads with Tony Christensen
pic.twitter.com/ZEqINCbxUc — Express Writers | Your Content Writing Team (@ExpWriters) February 4, 2020Our guest host for this month’s chat was Tony Christensen. Tony is the founder of Tony Does Ads, where he teaches Facebook ads for e-commerce business owners. He shared some great tips with us throughout the chat, so let’s dive into the recap!
Q1: What should people do BEFORE running Facebook ads?The reality is, you shouldn’t just jump right in and create your first ad. There’s some important work to be done first! Here’s what you need to know:
A1a: Before running ads, install your Facebook Pixel. It’s mandatory!Why? The Facebook Pixel helps you with: 1) Analytics 2) Generating your most valuable audiences 3) Conversion tracking#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
First up, you need to make sure you’ve installed your Facebook Pixel. This will help with analytics, generating your audience, and conversion tracking. Tony also suggests determining if your messaging is resonating with your target audience. You can do this by posting organically and building your community before you start running Facebook ads.
A1b: Next, work to figure out messaging that resonates with your ideal customers.Post organically and build a community first. This will save you so much money on ads!#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
You also want to consider where your target audience is spending their time online. Yes, Facebook is a great platform for advertising. But if your audience isn’t there, your ads won’t be as successful as you hoped.
A1: Before running any ads, it’s important to note who your target audience is and where that audience spends their time. This will tell you the medium to pursue and how to target your ad creative and copy. #ContentWritingChat— The Karcher Group (@KarcherGroup) February 4, 2020
While you’re at it, consider what your audience would care about seeing. What would get them to stop scrolling and pay attention to what you have to say?
A1: figure out what their audience would actually care about seeing!! It’s important to doing the heavy lifting up front so you can deliver targeted content that adds value. #contentwritingchat— Maria Marchewka (@_MariaMarchewka) February 4, 2020
It’s also important to understand the goal behind your ad. What are you hoping to achieve? Knowing what you’re working toward will shape your ad’s content and tell you which metrics to monitor.
A1: Before running Facebook ads it’s a good idea to understand WHY you are running the ads and what you expect.😀 How to do it helps too. #ContentWritingChat https://t.co/Mx226OIP7w — Kathryn Lang (@Kathrynclang) February 4, 2020
Q2: What are some common mistakes people make when creating ads?Sometimes things can go wrong when running Facebook ads. And those mistakes can cost you money! Make sure that doesn’t happen to you by avoiding these errors:
Don’t try to sell too early. As Tony said, you need to warm up your audience first. Focus on building the Know, Like, and Trust Factor before asking for the sale. People will be more inclined to buy after they’ve established a relationship with you.
A2a: Common mistakes people make when creating ads:1️⃣ Trying to sell too early, instead of warming up audiences. You MUST get people to know, like and trust you FIRST before pushing for sales. Lead with valuable content that helps people at first!#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
Don’t pick the wrong campaign objectives. Your objective should be chosen based on the action you want people to take.
A2b: 2️⃣ Using the wrong Campaign Objectives.Pick your objective based on what you want people to do. If you want them to watch your video, use Video Views. If you want them to purchase, use Conversion.#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
Remember that there’s a learning phase when it comes to starting your campaigns. Tony said to give your Facebook ads enough time for this phase to complete and then make decisions based on the data you receive.
A2c: 3️⃣ Not giving the ads enough time to learn.Realize that there is a Learning Phase when it comes to starting your campaigns. Make sure you give your ads enough time for this to complete. Then, make decisions based on the data you see.#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
Failing to optimize your ads is definitely a mistake. After you’ve given your ads some time to run, figure out what’s working and what’s not.
A2d: 4️⃣ Not optimizing and iterating.After your ads have had some time to run, read the data. Are your headlines grabbing enough attention? Do your videos have hooks at the beginning that keep people watching? What’s working? Do more of what works!#ContentWritingChat pic.twitter.com/RLK5mQaygN — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
And of course, don’t forget to make sure your Facebook Pixel is installed!
A2e: 5️⃣ Not having their Facebook Pixel installed.I HAVE to always mention this. Get your pixel installed if it’s not on your website yet! Even if you’re not running ads at the moment.#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
Q3: What are some tools people can leverage to help with Facebook ads?If you’re ready to take social media advertising seriously, it’ll be helpful to have some great tools in your arsenal. Here are some suggestions:
Tony suggests doing competitor research using the Facebook Ads Library.
A3a: These are all FREE resources you can leverage!Do competitor research using the Facebook Ads Library:https://t.co/5SDsBqIjIQ Here you can search any Facebook page and see ads they are actively running. Use this for inspiration!#ContentWritingChat pic.twitter.com/MnzxMeKygC — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
You can also do some research on your ideal customers through Audience Insights.
A3b: Research your ideal customers using Audience Insights:https://t.co/5abMv3Jt2nHere you can use demographics and interests to see data on audiences you want to target. Use this to learn more about your audiences and what they like!#ContentWritingChat pic.twitter.com/4V3634LHSH — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
And you’ll want to use the Text Overlay Tool to ensure your images don’t contain too much text. Otherwise, Facebook will penalize your ads!
A3c: Did you know Facebook will penalize ads with too much text?Make sure your images don’t have too much text using the Text Overlay Tool: https://t.co/Bh3DdI2p59#ContentWritingChat pic.twitter.com/UG6Pprs6iL — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
https://t.co/V4s32KoNDc — Click Control Marketing (@ClkContrl) February 4, 2020Another recommendation for conducting your competitor research via the Facebook Ads Library!
Don relies on the AdParlor mockup generator.
A3: AdParlor mockup generator.#ContentWritingChat— Don Dingee (@don_dingee) February 4, 2020
Q4: What’s the best way to test different Facebook ads?As we all know, testing is key to creating a successful ad! Here are some tips to ensure your testing phase is effective:
A4a:A wise person once said: 🌲 Test the forest. 🌳 Test the trees. 🌿 Test the branches. 🍃 Test the leaves. Meaning, test big changes FIRST. Then iterate new tests based on what works.#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
This is great advice from Tony! Definitely make sure you’re following these tips when testing your Facebook ads. Test any big changes first and then work on narrowing it down.
A4b: Why?If you test a smaller difference in your ads, they simply might not work at all. But if you work on drastic differences, there’s a higher chance of seeing results. From there, hone in on the direction that’s working and make another set of tests. #ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
Don suggests testing only one thing at a time. This way, you’ll be able to see what’s actually making the difference.
A4: These will be interesting answers. The one piece of guidance I’d have is:Change one thing at a time.#ContentWritingChat — Don Dingee (@don_dingee) February 4, 2020
Jason suggests split test campaigns or utilizing Facebook’s Dynamic Creative. You can provide a variety of options for text, photos, CTAs, etc. And Facebook will mix and match to see which combination drives the best results.
A4: Split test campaigns OR, and this is my favorite, take advantage of FB’s Dynamic Creative.You give FB multiple choices of text, photos, headlines, CTA buttons, and descriptions. They mix and match to test which combination works best and serve that most.#ContentWritingChat pic.twitter.com/Ebv5g8rgA3 — Jason Schemmel – Speaker & Podcaster #GSDChat🎙️🤯 (@JasonSchemmel) February 4, 2020
Q5: How can people create better video for their advertising?There’s no denying that videos can be very effective for social media ads. But how can you be sure your videos get people to stop and watch? Keep these tips in mind:
Tony knows the importance of creating a hook at the beginning of your video. This is crucial for grabbing the attention of your audience.
A5a: Focus on creating a hook at the beginning of your video instead of having a long and slow intro.This is SO IMPORTANT! Some things you can do: – Show motion – Ask a question – Start a story Think about what you can do to get people to 🛑 scrolling.#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
He also suggests keeping your audience engaged by adding transitions or graphic overlays, which can help create visual interest. Don’t forget to add captions as well so people can watch your videos without sound.
A5b: After people start watching, add transitions/new graphic overlays in your video every 3-5 seconds to keep viewers engaged.🔇 Note that most people have their sound off, so add captions too! #ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
And remember that it’s the message that matters. Things don’t have to be perfect, so get started now.
A5c: Realize that the message is all that matters!Ever see a viral video shot on a cell phone? Don’t wait for the “perfect” camera/background, etc. Just START. What matters most is the message and if it resonates with your targeted audience.#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
Q6: How can people improve their copy for their advertising?Your ads definitely need to have great copy! So, how can you be sure your words will appeal to your audience? Here’s some advice:
Tony said to find out why your audience chose you, as well as what problems your product/service solves for them. You can use that to strengthen your ad copy.
A6a: It sounds simple and it really is: Talk to your customers!Find out: – Why they chose YOU. – What problems your product/service solves. Then use that in your ad copy!#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
He also suggests looking at how people speak about your products/services.
A6b: Look at HOW people speak about your products/services.Additionally, read reviews of competitors and do research. Leverage all of this to create copy that speaks to customers in words they may actually use! 😲#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
And of course, make sure the first line of your copy is going to hook people! Make a bold statement, ask a question, or share a statistic. All are great options!
A6c: Note that the first line of your copy and your headline HAVE to hook people.Grab people’s attention and reel them in. 🎣 Some ideas for a hook in your copy: – A BOLD statement – A question – A statistic#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
To really get your audience to take action, speak directly to their pain points. And then, communicate how your offering will help them. They won’t be able to resist.
A6: Focus on the pain point of your audience and communicate the way in which your product/service can be of assistance. Find balance between keeping it brief and informative. #contentwritingchat https://t.co/sveboN990k— Aisha White (@itsaishawhite) February 4, 2020
Jason agrees that it’s all about identifying and speaking to the pain point of your audience. Explain what your offering is going to be beneficial, as well as why people should trust you.
A6: Don’t focus on the selling touch points. Lots of ads have copy that basically says “look at me!” or “You need what I’m selling!”Identify my pain point you’re solving, explain why what you have is beneficial for me, & why I should trust you over others.#ContentWritingChat pic.twitter.com/sBO1iDad4f — Jason Schemmel – Speaker & Podcaster #GSDChat🎙️🤯 (@JasonSchemmel) February 4, 2020
Q7: How has Facebook advertising changed over the years?Things change! And it’s important we keep up with all the updates being made. Here’s how Facebook ads have changed over time:
Tony pointed out a few changes, including the fact that ads now take longer to get approved and there’s more competition (resulting in higher costs).
A7a:Facebook ads in 2020 compared to previous years: ⏱Take longer to get approved 📈 Have more competition (cost more) 🚫 Get rejected more often 🤖 Rely more on machine learning/automation (are dynamic) 👀 Have more placement options than ever#ContentWritingChat — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020
Jason feels that it’s gotten easier to find and reach your desired audience, which is really beneficial.
A7: It’s gotten easier to find and reach the desired audience you really want…if you go in-depth about the audience you should be reaching.Sure, it’s gotten more expensive, but that’s also because there’s more competition with more ads being served#ContentWritingChat — Jason Schemmel – Speaker & Podcaster #GSDChat🎙️🤯 (@JasonSchemmel) February 4, 2020
Q8: Where can I stay up-to-date on the latest Facebook updates and advertising strategies?Continue your learning with these resources:
Tony has a live show called Managing ADspectations, which is worth checking out! @ExpWriters and @writingchat for all the latest and we’ll see you at the next one! ]]>
A8a: Want to stay up to date with Facebook updates and strategies?– Watch my live show Managing ADspectations with @thedigitalgal every Tuesday where we discuss the latest: https://t.co/x5p9saAnw6 – Follow me on Twitter where I’m always talking about ads.#ContentWritingChat pic.twitter.com/SB0LuoWxMx — Tony Christensen – #SMMW20 (@tonydoesads) February 4, 2020