#ContentWritingChat Recap: How to Get Customers to Stop Scrolling & Start Buying With Facebook Ads with Tony Christensen

Our 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: 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. 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. 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? 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.

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. Don’t pick the wrong campaign objectives. Your objective should be chosen based on the action you want people to take. 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. 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. And of course, don’t forget to make sure your Facebook Pixel is installed! Remember that there’s a difference between a full-blown ad and a boosted post.

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. You can also do some research on your ideal customers through Audience Insights. 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! Another recommendation for conducting your competitor research via the Facebook Ads Library! Don relies on the AdParlor mockup generator.

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: 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. Don suggests testing only one thing at a time. This way, you’ll be able to see what’s actually making the difference. And of course, you need to make sure the changes you make are measurable. Otherwise, how will you know if it’s working for you? 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. Make sure you’re testing things like headings, copy, and imagery to see what gets you closer to reaching your goals.

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. 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. And remember that it’s the message that matters. Things don’t have to be perfect, so get started now. It’s also helpful to get a better understanding of your audience so you’ll know what appeals to them. Survey them by sending out a questionnaire or by polling them. Their feedback can make a huge difference.

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. He also suggests looking at how people speak about your products/services. 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! 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. 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. You’ll also want to make sure your ad gets straight to the point. And don’t forget to include a call to action because people need to know what that next step is after reading your ad. And finally, make sure you have someone proofread it. There’s nothing more frustrating than an ad that’s littered with typos and spelling or grammar mistakes.

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). Jason feels that it’s gotten easier to find and reach your desired audience, which is really beneficial.

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! Carla suggests following Social Media Examiner and Mari Smith. #ContentWritingChat happens on the first Tuesday of every month at 10 AM Central Time. Follow @ExpWriters and @writingchat for all the latest and we’ll see you at the next one! ]]>