I talk with a lot of people who are running Facebook ads for their business, and even the people that have been running ads for a couple of years still make a lot of mistakes. For myself, it was 2015 when I launched my first Facebook campaign and since then I've managed at least 4 million in ad spend on the platform.
When I first started, I had NO idea what I was doing. Back then, there weren't many YouTube videos or courses and I had to learn by first-hand experience. I made a TON of mistakes, spent a lot of money on ads that didn't work, and wasted months of time before I finally started to see results.
Nowadays, there's so much information out there about Facebook ads that it's easier than ever to get started and see results quickly. But even with all of this information available, people are still making the same mistakes that I made when I first started out.
So, in this post, I'm going to share with you the things that I wish I knew when I first started running Facebook ads. If you're just getting started or have been running ads for a while but aren't seeing the results you want, this post is for you.
Here are the things I wish I knew when I first started running Facebook ads:
– Campaign objective should never be for low-intent actions like clicks, likes, reach, etc. Always go for purchases, leads, booked calls, etc. Don't worry if your cost per click is high because that means you are getting high-quality people engaging with your ads.
– Review your ad copy by asking yourself the question "if someone in my target demographic had no idea what my ad was about, would they be able to tell within the first 3 seconds?". Obviously it's going to be easy for you to understand it because you wrote it, but oftentimes people don't consider if the ad copy they wrote provides enough context fast enough.
– When a campaign is doing at least "good" don't edit it. Make a duplicate and edit the duplicate. Many times in an attempt to optimize an existing campaign it would cause the results to decline. Always take action towards low-risk/high-reward instead of high-risk/high-reward.
– Make changes based on data, not your emotion, theory, or guesses. So many times I would put more focus on an ad that I felt would do better, even when the data was telling me otherwise.
– Gain inspiration from businesses who are one step ahead of where you are, not those that are 10x larger than you. If you make $5,000/mo in revenue, don't just copy someone's ad that is doing $100,000/mo, because chances are they have so many things running behind the scenes that you cannot see.
– Retarget everything. I used to only target those who were almost to the last step of the purchase. But you are paying for all of the other data (ad engagement, video views, clicks, etc.) so you may as well utilize that traffic to influence them to take the next step.
I hope this post was helpful and gives you some insights into the things I wish I knew when I first started running Facebook ads. If you have any questions, feel free to leave a comment below and I'll do my best to answer them.