If you ever wondered as to why you need to invest in active Facebook Ads management, think about this: As of 2019, there are over 2.32 billion Monthly Active Users (MAU) on Facebook according to Zephoria.
Let it sink in. As far as your business is concerned, you don’t have to like Facebook personally. But you’ll need a presence on Facebook, starting with a Facebook business page, and an Instagram business account.
For additional social context, it also helps if you share some content on your Facebook page (ignoring the fact that you have very little hope of actually gaining from your organic Facebook page management efforts) and keep your Instagram business account active with social updates.
Here’s why you need Facebook Ads management today:
Facebook Ads Management Is Full-time work
As a business, you’ll need to:
Boost your reach and get as many eyeballs as you can to check out your brand or website.
Get traffic to your landing pages, or for people to view your content (videos, Infographics, or landing pages)
Generate leads and grow your email list
Launch specific campaigns for App Installs
Launch campaigns for getting sales
Each of those objectives could be “Facebook Ad objectives”.
Assuming you choose an objective such as to generate leads to grow your email list, it becomes a campaign and to manage just that campaign is a full-time job (managing ad campaigns for a few minutes per day, per campaign, is no longer enough, by the way).
As you manage campaigns, you’d have to deal with, as far as Facebook Ads Management is concerned:
Plan and strategize as to what kind of offers you can make (and whether or not your offers are compelling enough)
Build several audiences on Facebook (such as target audiences, lookalike audiences, audiences based on engagement, or audiences based on site behavior).
Create ads in pairs (so that you can split test them and see which one works better)
DIY Facebook Ads Management: You’ll Miss the Goldmine
Facebook — the advertising end of it — is a behemoth of a platform with several objectives, audience types, and ad formats. At the last count, there are image ads, video ads, carousel ads, Facebook Lead Ads with Instant forms, Facebook Instant experiences, and Facebook Collections.
As you run your campaigns yourself and prepare to manage your Facebook ad campaigns, you are likely to miss out creating appropriate ad types for Facebook in the rush to launch or just because you didn’t thought it was important.
Likewise, you are going to miss out on creating appropriate audiences, forget to manage your bidding, launch your campaigns and then forget about optimizing your campaigns.
You’ll often just settle with a single landing page (without A/B testing).
In the end, you’ll only be left with ever-increasing CPC (Cost per Click), lower conversions, and a bank-sized bill to pay.
Stop Experimenting; Leave Fb Ads Management to Pros
Facebook ads management, when left to professionals, do everything required to make your Facebook ad campaigns work. For instance, when you choose my Facebook and Instagram ads management service, you get:
A discovery call where I plumb you with questions to figure out exactly what your objectives are, what your business is all about, get an understanding of your products and services, and what your expectations are with Facebook ads.
On the call, we also spend time trying to figure out what we have (assets such as audiences, graphics, images, logo, and more) versus what we still need to create (lead magnets, email lists, lead nurturing autoresponders, sales funnels, etc.)
Onboarding, audit (included for free), and gaining access to Facebook Ad accounts
Setting up campaigns, based on your objectives.
Each campaign comes with unlimited ads, always created in pairs (for A/B testing).
Campaigns will have fast-loading, AMP-ready, and message-matching landing pages (again with two versions A & B for testing).
If everyone rushes to advertise on Facebook ads and on Google ads, the inevitable is bound to happen: ad fatigue increases, the costs on each of those platforms will go up, and the returns on your ad spend will diminish.
For most of the western markets, the ad costs on either the Facebook platform or Google platform (or both) are already prohibitive.
Like, beyond your wallet.
Just like you diversify your investments, it makes sense to diversify your ad platforms too. For all you know, there’s a possibility of getting results from other ad platforms more effectively at much lower costs while you still can.
In all the rush to make Facebook advertising or Google Ads work, we seem to have completely forgotten about Twitter ads.
But before we talk about Twitter ads themselves, you should give serious thought about the kind of platform Twitter is.
No, Twitter isn’t just for checking out Potus Tweets for fun or for following news, celebrity gossip, or the current status of your television series.
Twitter is a lot more serious than that and has a lot of potential.
The best part? The audiences on twitter are unique and display certain characteristics that make the platform awesome for your business.
Should you advertise on Twitter? Heck yes.
What kind of campaign objectives are available with Twitter?
You have the following campaign objectives:
In-stream Video views
Website Clicks and Conversions
App Installs or App re-engagement
Note: Twitter ads will be heavily-discussed on this blog (and will also lead to a full-fledged Twitter Ads course later). More details are coming soon.
For now, let’s focus on why Twitter Advertising and what you should know:
Twitter Is the Breakout Platform
Twitter is the platform where anything worth your attention is already shared by the time you start to wonder about it or begin to ask questions about it.
In fact, if something isn’t shared on Twitter, it’s not “that” important.
Compared to the general online population, according to Cartier Stennis (head of Marketing Insights & Analytics, Twitter), folks on Twitter are more open-minded, on a constant discovery mode, and are unafraid to experiment with new things.
You already know that most of us listen to our friends, family, or those we trust before we make purchases.
Traditionally, word of mouth has been the best form of social proof ever.
Now, combine the power of social proof, word of mouth, and the speed at which a Tweet can travel and you get the brave new world of Twitter.
Reportedly, 55% of people share things they’ve seen on Twitter with others offline.
If you see something on Twitter, you are bound to remember it because the way it’s delivered to you is in a conversational flow. In fact, on Twitter, it always feels like you are in a crowded room with everyone yelling several random things, all at once.
See what’s happening there?
It’s all word of mouth, at the speed of Twitter.
Twitter Chit Chat is Good For Your Business
Twitter is also where “influencers” are prone to voice out opinions, share insights, and are most likely to give their opinions.
Twitter was the platform that originally came up the one-click sign-up with lead generation cards (not available anymore) which now happens to be the most powerful feature that Facebook Lead Ads boasts of.
Ultimate Resource KitTwitter is a fast-moving, active, and conversational platform. You can’t afford to just sit and check out your Twitter stream as you might do on LinkedIn. Twitter is all about opinions, voices, inputs, insights, thoughts, rants, and maybe even rage.
You’ll soon be sucked into a conversation, and I believe you must be. Chances are some of these conversations will be around the niche or topics that your business relates to. It then makes sense for you to engage in those conversations.
The best about platforms like Twitter where conversations happen alongside your ads is that there’s a real face behind your advertising.
If any of the Twitter users wanted to, they could hit up your Twitter handle and chat away.
Twitter Is for High-quality & Brave Brands
Twitter is no place for the mediocre. If you are a “me-too” business, just stay off the platform (even if you didn’t want to use Twitter ads).
Twitter users are quality-conscious, demanding and opinionated while keeping eyes, ears, and mentions out for their brands. Meanwhile, Twitter users are also very brand conscious and are willing to relate to brands that share their values.
Further, unlike the traditional offline world, they aren’t just going to keep quiet if your brand screws up in any way.
Go on Autopilot with Twitter’s Promote Mode
The Twitter platform offers your business the possibility of enhancing your brand, reaching out to more people, get more followers, drive traffic to your website, or generate leads.
But not everyone can sit and manage their paid campaigns on Twitter (or elsewhere). So Twitter decided to make it easier for you if you are the kinds who likes the “set it and forget it” kind of management.
Twitter recently launched what it calls the “promote mode” where you can reach more people and amplify your reach on Twitter by paying a single monthly fee of $99 per month.
Are you using Twitter advertising yet? Comment and let me know how your campaigns have been running? We can use all the case studies we can get (will feature you in the blog, of course).
You already know Quora. Heck, chances are that you already have an account on Quora and you could be using it to answer questions around topics that your business relates to.
Quora, all by itself, could be an amazing source of leads for your business. By answering questions in detail on the massive Q & A platform, each of your answers could be responsible to bring in high-quality traffic to your website and/or landing pages. At worst, it helps you boost your credibility, build a community, and make genuine relationships on Quora.
As far as advertising goes, unlike Google which runs on keywords and Facebook which allows you to target people based on their interests, Quora allows you to target people based on the topics they are interested in.
If you haven’t considered using Quora Ads Platform before, here are a few reasons why you should:
Quora Has an Active & Huge Userbase
According to Craig Smith of Expanded Ramblings, Quora has an active user base of more than 300+ million people. More than 40 million are from the United States. With more than 400,000 topics being discussed about, Quora is your new-age — but a lot more powerful and easy to use platform — than your online forums could ever be.
As I write this, more and more people are joining Quora. Some people join Quora for asking questions. A few others will join because they want to spend time and answer these questions.
Either way, it’s a platform full of people willing to ask and answer questions. It’s a platform that has users who don’t mind writing up 3500-word answers (or more) — complete with links, images, and videos — to provide value.
Now, that’s a little something.
Quora Ads Caters To Hungry & Passionate Audiences
If Barack Obama is active on Quora and is answering questions there, it should tell you a little something about just how much of a big deal Quora really is. But Mr. Obama isn’t the only one active and answering away.
Dole out high-quality answers for questions that users ask that relate to your business. Become the expert, the “go to” person, the champion of the cause that’s relevant to the problems your business solves.
Use Quora Ads to generate leads and sales.
Two birds. One shot. Just like that.
Quora’s Promoted Answers
Are you already active on Quora? Do you have answers that are already making a difference to several people? Have you been getting shares, upvotes, and comments? Do you have an answer that’s working for your business — notwithstanding credibility and community love — already?
You can now take those particular answers that are relevant to your business or where you might have provided an answer that’s already doing well and use it as an ad unit. Quora’s promoted answers are a terrific way for you to scale up the impact and reach of your existing answers on Quora.
By using Quora’s Promoted Answers, you now have the ability to use a highly-relevant ad unit which is going to look like an advertorial packed with value, within Quora while targeting the exact audience that’s likely to respond to your ad unit.
How cool is that? Learn more about Quora’s promoted answers, how to create them, and how to use them for maximum benefit from my Quora Ads course.
Quora Sessions Will make You an Expert (Ads will Follow)
Quora Sessions is a feature within Quora using which few experts will take time out of their busy day and answer targeted questions directed at them. If you ever wanted to find out answers from well-known experts and those who’ve been there and done that, Quora sessions is what you should be checking out.
Let’s say you aren’t there yet, by asking questions to experts when they go active with their sessions, your questions and the resulting answers are also viewed by several million giving your own Quora profile an instant boost.
But I am talking about “you” being the expert to whom questions will be directed at.
The product is still in development, and the only way to be able to host Quora Sessions is when you become an established expert by putting in the grind and being known on Quora.
Quora recently launched Quora Spaces which are collections of content and communities with shared interests. The reason why Quora Spaces was launched was to make it easier for people to share and read up content on specific topics. Normally, Quora has several million pieces of content (questions, answers, and people) and it could be difficult to find exactly what you are looking for.
At the moment, Quora Spaces hasn’t been rolled out to everyone except a few users on Quora. Now, when it’s rolled out to the public it allows individuals, businesses, communities, or a group of people to launch dedicated spaces for more involved discussions on topics that matter to them.
While Quora might not have thought about this yet (or maybe they have), these Quora Spaces provided for a highly-targeted and relevant space (within Quora) for more targeted ads showing within Quora Spaces.
Interested in learning more? Check out my Quora Ads
course [Get 25% discount]
Paid ads aren’t the best fit for every business. If you aren’t careful, one of the reasons why PPC campaigns fail is not because ad platforms aren’t good enough; it’s only because you aren’t really thinking hard enough.
It just had to be said because of the eagerness with which so many entrepreneurs want to rush to platforms such as Facebook and Google to launch ads, to “spray and pray”, and to see what happens.
“Pouring money into a paid ad campaign that’s destined to fail isn’t a sound growth strategy. Time and again, companies breaking into online ads don’t see success due to the same issue: they aren’t known to their audiences. There’s no trust, no recognition, and so the cost per click remains high and rising.”
Of course, there’s no strategy. Most businesses don’t even put reasonable thought into their campaigns. Very often, businesses and marketers do so many mistakes that they’ll only end up declaring that Paid ads are not working for them.
He won’t ever get a positive ROI for his business. He doesn’t even need to try. Maybe long term SEO could be a better strategy for his e-commerce business.
For some businesses, there’s just no way you’d be able to make platforms like Google and Facebook work for you when you sell low-priced products and services.
Paid advertising is not a good fit for a business that sells products and services with low margins. Period.
Ignoring the Trifecta of Advertising
When it comes to paid ads, there’s a trifecta of advertising that you must follow. It’s as below:
The trifecta goes something like this:
Ads: Includes great work with design, copy, the angles you take, and the offer you are making.
Landing pages: Message-matching landing pages built with focus, great design, and compelling copy while adhering to the best conversion optimization strategies. (Don’t over think this step with developers and designers. Just use Unbounce or Leadpages)
On top of that, you have your own set of opinions, perceptions, experiences, and a set way of thinking.
Hopefully, you have an open mind and that you are thinking in the right direction. Most people don’t.
Given all that, you could be a serious bottleneck for the success of your paid ad campaigns.
Paid ad campaigns are best handled by professionals — they know what they are doing, they’ve done it before, and they do it full-time.
Full-time paid ads management is a back-breaking job. If you thought it was easy, you grossly underestimate the value of the varied skill set, the multiple things you’d need to do, and the hard work it really is to make paid ad campaigns work for your business.
Also, do you want to run your business or do you want to sit, hit refresh, and manage your ad campaigns all day long?
You Underestimate Simplicity (and Overdo Campaigns)
Go into your Google Ads Manager or Facebook Ads manager and take a good look at your accounts.
Chances are that you have a slobbering mess inside those accounts as far as how you organize and manage your paid campaigns go.
Too many campaigns, each with an unwieldy number of Ad Sets or Ad Groups. Then, God only knows just how many ads live within each of those Ad sets (Facebook) and Ad Groups (Google).
More than 90% of all the ad accounts I manage are as ugly, unwieldy, and horribly-managed as they come.
Imagine this: Your daily budget is $20 per day. If you have one ad set with 7 ads, do you see how you are spreading yourself thin? None of those 7 ads has enough juice to run thanks to limited budgets but too many ads eating away at that daily budget.
Granted that you should run ads in pairs, do split testing, and all that.
When you overdo it, however, there’s no point in running your paid ads.
Let’s be honest here: there’s hardly anything that’s unique and jaw-dropping in the world, especially in the world of business. When I say USP, I don’t implore you to talk “unique” in the sense that there’s no one else who does what you do or offers what you offer.
By USP, I mean that your products or services do have a certain degree of uniqueness as you go about making offers or when you shout off the top of the mountain.
With paid ads, the window of opportunity is rather low. You have the responsibility to let the world know how you’ll solve their problem (and why they should consider you) in a few seconds, tops.
That, by itself, tells you why you need a unique angle to use in your ads.
No Brands, People, Meaning, & Context behind the ads
While it’s easy enough to roll out campaigns after campaigns for various objectives, you must understand that the profile of the average customer today is rapidly changing.
These aren’t those days in the early 1990s when your potential customer would see an ad and click eagerly. These are the days of customers bombarded with ads all day long (across media). If you do everything right with respect to copy and design, you’ll get their attention.
Today, however, they need more:
What do you stand for?
How will you make a difference in their life?
How are you different from your competition?
Why should they pay attention?
Are you who you say you are?
Everyone makes promises. How are you different?
What value do you provide today, like without even asking for my money?
Don’t just roll out an ad. Think strategically and work hard to be a real business behind those ads.
The choices for ad platforms are many today. You have Facebook, Google, Twitter, LinkedIn, and Pinterest along with Mobile Advertising and Native ads. We didn’t even begin to add the infinite inventory of ads with Google’s Display Network, Google Shopping, and third-party inventory.
If you don’t do what you need to do though, you can throw all the money you have wherever you want to but you won’t have much to show for it.
With more than 300 million users worldwide asking questions, learning from the answers they get, and constantly trying to make sense of the extra-large question-answer threads on Quora, it’s a platform that grossly underrated as far as your advertising dollars go.
Quora advertising works just like some of the other platforms that you are familiar with such as Google or Facebook. As such, to get started with Quora Ad campaigns, you’ll need to set up the Quora Pixel (just like you’d set up a Facebook Pixel).
First, log in to your Quora account and sign up for your ad account. Or Go to Quora for Business and sign up for your ad account (You’d need to add a valid credit card to your account too).
Once you are inside your Quora ad account, you’ll see a tab called “Quora Pixel”. Click on it and follow the instructions to set up your pixel.
Base Pixel For Quora
Just as it is with Facebook Pixel, The Quora Pixel comes in two parts: the base pixel and the event pixel.
Click on “Set up Pixel” on the right corner of your ads manager screen.
You’ll then see the base pixel pop-up
Copy that piece of code and add it to thesection of your website. In my case, I use Divi so I just add it directly in the provided box to scripts to the head section of my website.
Event Pixel for Quora
Click on Continue and get to the part of the Quora Pixel that tracks conversions (as you define them).
Your conversion events could be generic, purchases, leads, completed registration, add to cart, and more.
After you add your Quora base pixel and event pixels respectively, save your pages. Then, load both those pages on a browser once to activate the pixel.
Head back to your Quora Ads manager, click on the Quora Pixel tab, and you should see your respective pixels loading and with the pixel load count showing as below:
If you see your Quora pixels loading and with the count showing, you’ve successfully added the Quora pixel to your website.
If you are using Unbounce or Leadpages for your Quora Ad campaigns, you’d have to repeat the process to add your Quora Pixels to each of those landing pages you create for respective pages. When you use landing pages, the base pixel for Quora goes on your main landing page and also the thank you pages. Meanwhile, the conversion part of the Quora pixel only loads on your thank you page (and NOT on the main landing page).
Want to learn Quora ads in detail? Sign up for my Quora Ads course (special 25% off)
The behemoth that it is, Facebook gives you the potential to reach about 2.1 billion people in the world. On top of that, you also get access to a cool million on Instagram.
Before you get anywhere near Facebook ads, you need to understand the various campaign types and objectives available to you
Read this, grab a cup of coffee, and plan your campaigns better.
Here’s what you should know before you even try to find out how to start Facebook campaigns:
Install The Facebook Pixel
Without installing the Facebook Pixel, there’s no point in trying to learn how to start Facebook campaigns.
Absolutely everything you do with Facebook beings and ends with the Facebook Pixel. Don’t even proceed without getting this part right.
So, let’s start with the basics:
A generic part of the pixel should go on every page of your website.
The event code that should show up right below the base pixel on pages that only show up when certain actions are taken — such as when a lead signs up, or when a product sale happens. More often than not, these are “.thankyou.html” pages. The exact URLs of your destination pages really depends on the platforms you use.
Watch this video to find out how to add your Facebook Pixel properly:
Think Strategic: Ask Yourself The Right Questions
If starting Facebook campaigns was easy enough, everyone would profit from it. But the truth is that not everyone gets it right. The reason? You are not being strategic enough about your Facebook Campaigns. You are thinking “How to Start Facebook Campaigns” instead of thinking “Why Should My Potential Customer Care?”
Before you go anywhere near your Facebook ad campaigns, you’d have to sit down and think about a few things:
Given your market (and your competition), where does your business stand in terms of reach and branding?
At the moment, what’s your digital marketing setup like? What do you do now to get traffic to your website?
Why should your customers consider your business or buy from you? What’s your USP?
What are you selling, at what price, and what’s your profit margin on each sale?
Will your customers place orders on your website or do they make transactions offline, or a mix of both?
Without even considering Facebook Ads (or Google Ads), what’s the marketing flow like? How does it all work?
If you do put up Facebook ads, what’s the offer you are willing to make? Will you make some free offers? Give something away? Deliver a coupon for your e-commerce store?
What are the exact campaign types you’ll start with?
What is your marketing setup like? What are the various tools you’ll use to make it all work for you? In short, what does your marketing stack look like?
Landing Pages: How To Use Them (& When Do You Not Need Them)
Don’t waste time chasing designers and developers to get your landing pages built. Just use Unbounce or Leadpages. That’s it. The discussion ends here.
For certain Facebook Ad campaign types, there might not be a need to use landing pages at all. Facebook Lead Ad Campaigns, for instance, will make use of Instant forms triggered by regular-looking image or video ads.
You don’t really need landing pages when you use Facebook Lead ads since the Instant forms will work like landing pages and they’ll imitate the functionality of a landing page.
You also don’t need landing pages when you create Facebook Instant Experiences (but it won’t hurt to still use landing pages, just in case). When you use Facebook Collections (mostly for your e-commerce stores), you’ll make use of the “e-commerce landing page” like native Facebook experience to send traffic straight to your e-commerce store.
With the exception of Facebook Lead ads, you’ll need landing pages for every other type of Facebook ad campaign.
Starting with the pixel (above) and your landing pages (unless you are using Facebook Lead Ads), you’ll need a proper sales funnel or a lead generation funnel (depending on your objectives).
For Facebook advertising objectives such as traffic, reach, and branding, you’ll need to optimize your landing pages and/or websites to do proper justice for those campaign objectives.
If you are using Facebook lead ad campaigns, be sure to have a strong offer, a compelling call-to-action, and a well-designed Instant form.
The rest of the campaigns (especially the conversion objective) you’ll need a proper funnel consisting of one of many landing pages, an ability to sync your leads to your CRM, an email marketing automation system, and a robust way to nurture your leads (done with email marketing).
When you run Facebook ad campaigns, your primary motive isn’t to “sell stuff”. You are basically running Facebook ad campaigns because you want to generate leads (lead gen ads), bring more people to your website (reach & traffic), drive more people to your store (or offline location), or have people sign up for your offers off Facebook (on a landing page usually, using conversions objective).
Regardless of which campaign type you use for Facebook and how you generate leads, it’s email marketing as a channel that actually contributes to your sales. It’s the emails that’ll finally push your regular subscribers into customers.
Since you can’t be manually sending emails out each time someone signs up, you’ll need email marketing automation. You can easily accomplish this by using popular email marketing providers such as Drip.
Let’s say you choose a special audience to target, targeting the United States. Assume that you were running a Facebook Lead ad campaign. “Leads” will be the final result on Facebook.
It goes without saying that you are paying for impressions or that you’ve chosen a particular target amount per lead acquired.
The moment you launch your campaign, Facebook gets into “learning” mode for your campaign. It tries to determine exactly what you are trying to achieve and tries to use machine learning and artificial intelligence to figure out who should be the right people to see (or act) on your ad.
As such, Facebook needs at least 50 conversion events (could be landing page views, leads, sales, viewcontent, pageviews, button clicks, etc. — whatever it was that you choose as a conversion event).
Facebook will need your conversion event to fire at least 50 times before it knows what to do with your campaigns.
Guess what? Most people end their campaigns even before they get a single conversion of any kind. They don’t let Facebook learn about their own objectives. Facebook doesn’t even get a chance in most cases (assuming you did everything right).
So, once you launch your campaigns, stick on (and avoid doing any major edits) until you reach about 50 conversion events.