There are a whole lot of people on this earth, and there are around 150+ million of them that are Facebook users. If we were still working in the old advertising world, we’d pay someone a boatload of money to blast a weight loss product ad link out there to that 150+ million people. Of course, we’d be presenting our ad to skinny people, children, and millions of others who could care less about losing weight.
It’s like the newspapers and T.V. stations tell us: we’re going to get your product in front of a very large audience. The problem is that they don’t or can’t tell you how many in that huge audience actually have a need for or an interest in weight loss. It’s far fewer than the whole group. You’re paying for exposure where no interest exists, and that’s expensive advertising.
Let’s use our “weight loss” example to see how today’s world is far different for Facebook advertisers who know how to do it right. When placing a new example ad on Facebook, the first step in targeting the ad shows a possible audience of 155,677,660. That’s a lot of people! However, we have some example data concocted just for this experiment. We know that we want to target women (men need to lose weight too, but they’re less interested), aged 25 to 49, and they’ve listing “Weight Loss” in their profile as an interest.
Suddenly, we’re narrowing our pool of prospects dramatically, and it’s precisely what we want to do. Now the number displayed by Facebook that fits our target market is down to 276,580. That’s a whole lot better. We’re now only going to show our ad to those who fit this profile, the very best prospects for our products. Even better, we’re not going to pay unless they actually click on the ad! Of course, they still might not buy, and many don’t, so there is an expense in this type of advertising that must be considered.
Now you know what you want to accomplish, a highly targeted pool of prospects who are most likely to respond to our products. However, our ad must have the right advertisement characteristics, such as a super headline, the right call to action in the text, and an image that will catch the eye of the prospects on a crowded Facebook page. Then it’s critical that we take our prospect to a page that sells the product. Without all of these components done right, we’ll spend money but not make enough to justify our ad.
You see, just knowing how to place an ad in front of only the best prospects isn’t enough. Wording the ad well and using a great image so that our prospects see it still isn’t enough. We must have selected the right products in demand in the marketplace, and we must take our prospects to a page that does the selling job so well that our conversion rates are high. That’s how we’ll make our affiliate commissions and happily pay the ad click costs.
We’re here with expert advice, and we’re providing it to you in our Mastering Facebook Advertising course. You’ll get the information, tools and resources you need to effectively advertise on Facebook, getting great CTRs (Click-Through-Ratios) on your ads, and high conversions to sales and commissions. Get your course now.