The 3 Things You Must Get Right With Your Facebook Ads
TRANSCRIPT
Welcome to the third episode of the podcast where we will cover what you need to do in order to be successful with your Facebook Ads.
Now, if you listened to the previous episode of the podcast, you already know why I think Facebook Ads are important and why I think you should definitely consider running them.
(By the way, if you haven’t listened to that episode yet you should really go do that now).
But explaining why Facebook Ads are important, doesn’t really give you that much insight on how to actually go about creating these ads and getting them working.
That’s what this episode is about.
I want to give you some practical tips on how you too can run successful ads that will generate interest and bring in new Leads for your coaching programme or club.
And I want to cover 3 specific things which are
The offer
The creative - which is just a fancy word for the image or video you use on your ad
And the copy - which is the text you write on the ad
Now, these are the 3 most important things that you must get right, outside of clicking the right buttons to set up the ad properly.
A podcast isn’t really the right medium to show you which buttons you need to click to make sure you set up the technical side of the ad properly.
I need videos to show you that. If you’re interested in learning that side of things then listen until the end of the episode as I will explain how you can also learn that aspect of running an ad.
Ok, back to the main theme of this episode, which are these 3 things you need to focus on in order for your Facebook Ads to be successful.
Let’s start with the first, the offer.
And here’s the first thing you need to consider when you think about setting up Facebook Ads: people don’t go on Facebook actively looking to buy stuff. Actively looking to spend money.
If they are looking to buy stuff, they’ll go on Amazon, eBay, or any other website that sells what they already know they want.
Or they might even, god forbid, go outside and buy it from an actual shop.
Where they won’t go is on social media. Not generally speaking anyway.
Now, that doesn’t mean that we can’t sell them something while they’re on social media.
We absolutely can.
But we need to put something special in front of them.
We need to make them a very good offer that will get them excited to stop, read, and click.
A “normal” offer won’t be enough to stop them on their tracks while they’re scrolling through their feed and jolt them into clicking the button and taking action.
So this is the first thing that you need to do if you want to run successful Facebook Ads.
You need to design an offer that you think will really make people think: “Oh wow, this is a really good chance for me or my child to try tennis or try this club, or try this coaching programme”.
There’s a million ways in which you can do this.
Maybe you offer them a trial for free or for a discounted price. Maybe you discount your coaching, or maybe you package a few different things together like lessons, club membership, equipment etc. and provide them at an affordable price to entice people to give it a go.
Those are some options. But it could be anything.
As long as you design something that’s so great that it becomes hard to turn down.
So that’s the first thing. Create a great offer to use on your ad to really get people excited enough that they’ll take action.
Which brings us to the second aspect: the creative.
The creative is the word that represents the picture or video that you will use on your ad.
Now get this: there’s research that indicates that images account for over 75% of a Facebook Ad’s effectiveness. Over 75%!
What this is telling us is that there’s a lot riding on getting the creative right!
And that’s understandable since the picture/video is the first thing that people notice when they’re scrolling through their feed. Meaning that they will decide if they should stop scrolling or not, based solely on the picture you put in front of them.
So, yes, the picture you decide to use matters a lot.
But there’s good news for us here.
As it turns out, pictures with groups of people looking and smiling at the camera perform really well.
And we all have tonnes of these pictures lying around! And even if you don’t, you can easily get some the next time you deliver a group lesson or take part in a club mix in, for example.
Isn’t that great? That the types of pictures that are easy for us to get are also the types of pictures that perform well on ads?
I think that’s great!
So, if you want to keep it simple just use the best picture you can find of a group of people smiling at the camera, and then find a way to increase its saturation a little bit.
If you’re not familiar with the term saturation it just means to make the colours on the picture brighter, to make them pop.
This is important because it makes the picture stand out against the white Facebook background giving you even more of a chance that people will notice the picture and decide to stop scrolling.
You can use a free tool like canva.com to achieve this. It takes 2 minutes to do.
Ok, before we move on to the third thing you need to get right I just want to speak briefly about videos.
You can most definitely use videos. If they’re done well they also work really well.
But that’s the key here. They need to be done well. And a lot more work needs to be put into making a video that works, usually.
Which is why I suggest the simpler option of just using a picture of a group of people smiling at the camera.
Do you think I’ve said “group of people smiling at the camera” enough times? I sure hope so!
Ok, let’s cover the third and last thing that you need to get right: the copy.
Copy is just a fancy word for the text that you write on the ad to explain to people your offer and to try to persuade them to click on the shiny little button to learn more and sign-up.
By the way, copy is a universal term for any text you write with the purpose of selling something. So, what you write on your website, on your flyers, on your banners, etc. that’s all copy.
Ok, back to the Facebook Ads.
When you put an Ad out into the world the journey that you want people to go through is that they’ll see the picture and stop their scrolling. That’s the objective of having the picture there. It will get people to stop.
But the picture on its own won’t persuade anyone to sign-up.
So while the picture stops people, the copy does the heavy lifting of actually getting someone to first understand what you’re offering and second to persuade them to click the button.
And that’s not a small job!
So you have to make sure that what you write is on point and does the job well.
And how do you do that?
By focusing on answering these 4 questions:
Question 1: What are you offering? As an example you could write “6 week Intro to Tennis course at 50% discount”. That’s the offer.
Question 2: Who is it for? “Tennis lovers”, for example. Fairly simple to answer this question.
Question 3: What are they going to get? This is where you list the features and benefits of your “Intro to Tennis” course. You could go in any direction you’d like with this. An example could be “You’ll be part of fun, small group sessions, where the coach will be able to give you individual attention and instruction”. This gives the people reading a sense of what the course will be like and will hopefully get them excited about signing-up. You should add 3 to 5 features and benefits, which will make up the bulk of the copy you write on the ad.
Question 4: What do you want them to do once they read the ad? This bit is very easy to forget about! And yet it’s important to make sure it’s there. You want to be 100% clear on what someone reading needs to do next. If they’ve read this far it’s because they’re interested in your offer, so now you just need to point them in the right direction to make sure they follow-through and click the button. An example of what you can write to answer this question is something like “Tap Learn More below and enter your info to reserve your spot!”
By making sure to answer these 4 questions you can be sure that your copy is doing the job it’s supposed to do.
Ok, let’s recap. There are 3 things you need to do well if you want your Facebook Ads to work.
Number 1: you need to create a compelling offer that will get people excited. Remember, they’re not on Facebook looking to spend money, so you need to show them something amazing, something special.
Number 2: make sure that you use a picture that will stop people on their tracks when they’re scrolling through their feed. A picture of a group of people looking and smiling at the camera where you’ve increased the saturation to make the colours in the picture pop against the white Facebook background, will almost definitely work well.
Number 3: make sure that the copy you write answers the 4 key questions which are:
What are you offering?
Who is it for?
What are they going to get?
What do you want them to do once they read the ad?
And that’s it!
If you follow these 3 steps you’re 80% of the way there to creating a killer ad that will generate interest and get enquiries rolling through the door.
The other 20% is just making sure that you click the right buttons to set up the ad properly.
But as I said at the start, I can’t really show you how to do that on a podcast.
If you’re interested in learning exactly which buttons you need to click, then you should check out my Facebook Ads course inside the Academy.
You can check it out on tennisbusinessacademy.com I offer a 30-day money back guarantee, so there’s really no risk to you checking it out.
But whatever you do, please don’t click the “Boost Post” button. That won’t give you the results you and I both want for your ads.
If you want to learn how to do it properly, just check out the Academy.
Ok, I’ll stop begging for you to join the Academy now!
I hope this episode was useful to you and I'll be back soon with another instalment of the Tennis Business Academy podcast!
Until then and thanks for tuning in.