Facebook Ad Strategy: Evaluating an Ad to a Free Scorecard

Facebook Ad Strategy: Evaluating an Ad to a Free Scorecard

Our Ad today is from a company that has shaped the world of digital marketing we see today.

Guess we should sit up and pay attention.

Introducing none other than Ryan Deiss and the team over at Digital Marketer.

What’s unusual about this ad is its simplicity.

No grandiose promises of endless profits or finding the answer to life, the universe, and everything (which we all know is 42).

The ad simply identifies a #1 pain point and promises to fix it with some very tangible outputs.

But don’t let the simplicity fool you. 

This is the starting point of an intelligent funnel! (more about that in the Now Launching section!)

blank

3 Elements To Inspire Your Ad Campaigns:

  • If you have never run a marketing team, the opening hook may seem weak. But trust me as a marketing leader, this is one of your biggest headaches. What to measure, how to measure them, what info is useful, how to track them week by week, and how to design something that the team doesn’t spend half their work day measuring. Oh, and you can give it to us in a scorecard too. Well, that is just the icing on the cake. Remember the usefulness, relevance, and pain-solving potential of your Lead Magnet is far more important than any fancy copy you can write.
  • Bullet points help you say more with less. It would have taken hundreds of words to explain what they have packed into just 6 short bullet points. Again it’s the strength of the lead magnet that enables Digital Marketer to skip the explanation about why marketing departments need a scorecard.
  • As this is a practical tool, Digital Marketer produced a 1-minute walkthrough video for the ad. Sure, someone could recreate the tool based on the video walkthrough, but why bother. You can get it for free on the next page. For some lead magnets, a visual demo can be your best sales tool. Even if you have an information-based lead magnet, you could do a screencast with a video overlay and bring people through the key sections.

But the real genius of this funnel is in the next section.

Swipe:

blank

How Course Creators Can Improve Facebook Ad Conversions

How Course Creators Can Improve Facebook Ad Conversions

As a course creator, your number one challenge is probably getting conversions from your Facebook Ads. You want to drive traffic to your course or membership site, but you need people to actually take the plunge and sign up. So how do you make sure your Facebook Ads are converting?

The campaign objective that is chosen tells Facebook what the advertiser wants from the advertising campaign. If you’re looking for conversions, make sure to choose the conversions objective. This will ensure that Facebook shows your ad to people who are likely to convert, rather than just those who are likely to click.

Finally, don’t forget to test different ad types and strategies to see what works best for your course or membership site. Different audiences will respond to different ads, so it’s important to experiment until you find the right combination.

Use the right objective and have conversion tracking set up properly

If you’re not getting conversions from your campaign on Facebook, it’s likely because you’re not using the right objective. When you create a campaign on Facebook, you need to choose an objective. The objective you choose tells Facebook what you want from the campaign.

For example, if you choose a traffic campaign, Facebook will show your ad to people who are likely to click on it (rather than those who are likely to convert). To get conversions from a traffic campaign on Facebook, you need to choose the conversions objective. This way, Facebook will show your ad to people who are more likely to convert.

In addition to choosing the right campaign objective, it’s also essential that your conversion tracking is set up properly. This includes having the Facebook pixel installed correctly, using standard events, setting up aggregate event measurement, and using offline events.

Conversion tracking is an essential part of any Facebook Ads campaign. Without it, you won’t be able to see which ads are actually converting and which aren’t. The Facebook pixel needs to be installed correctly on your course or membership site in order to track conversions. Standard events should be used to track key actions, like someone signing up for your course. Aggregate event measurement can be used to track multiple actions, and offline events can be used to track conversions that happen offline (like someone signing up for your course over the phone).

Make sure conversion tracking is set up properly and you have the right campaign objective. By taking these steps, you can be sure that you’re providing Facebook with the information it needs to show your ads to the people who are most likely to convert.

Ensure there is congruence between an ad and its landing page

If you’re not getting conversions from your Facebook Ads, it could also be because there’s a disconnect between your ad and your landing page.

Your Facebook Ads should be designed to drive traffic to a specific landing page promoting your course or membership site. Once someone clicks on your ad, they should be taken to a page that is relevant to the ad they just saw. This means that the copywriting and design elements on your landing page should match those of your ad.

To ensure that there’s congruence between your ad and your landing page, make sure that the image, headline, and copy on your ad match what’s on your landing page. This way, people who click on your ad will know exactly what to expect when they land on your page.

For example, if your ad features a photo of you teaching a course, your landing page should also feature a photo of you teaching the course. The copy on your landing page should also be related to the course, and should include a call-to-action (CTA) that encourages people to sign up.

Make sure your landing page is congruent with your ad in order to increase the chances of conversion. It’s also important to make sure that your landing page is optimized for conversions. This means having a clear call-to-action, an enticing offer, and a form that’s easy to fill out.

Have a clear CTA button above-the-fold

When someone clicks on your ad, they should be taken to a landing page that is relevant to the ad they just saw. This landing page should have a clear CTA above the fold, meaning that it should be visible without the need to scroll down. The CTA should be designed to encourage people to sign up for your course or membership site.

A clear call-to-action (CTA) button above-the-fold on a well-designed landing page with good copywriting will result in more conversions.

In addition to a clear CTA, your landing page should also be well-designed and easy to navigate. The copy on your landing page should be well-written and persuasive. These elements will work together to increase the chances of conversion.

If you want more conversions from your Facebook Ads, make sure your landing page has a clear CTA button above-the-fold. And make sure the landing page is well designed and has persuasive copywriting.

Use different ad types and strategies to see what works best

Finally, don’t forget to test different ad types and strategies to see what works best for your course or membership site. Different audiences will respond to different ads, so it’s important to experiment until you find the right combination.

There are a few different ad types that you can use on Facebook: image ads, video ads, carousel ads, and slideshow ads. You can also use a variety of strategies, like A/B testing, to see what works best for your course or membership site.

Some course creators and membership site owners find that video ads are the most effective, while others find that image ads work best. It really depends on your audience and what they respond to. 

Don’t be afraid to experiment with your Facebook Ads! Try out different ad types and strategies until you find the ones that work best for your course or membership site.

Facebook Ads are a great way to promote your course or membership site. But if they’re not converting, don’t despair! There are a few things you can do to fix the problem. Try out different objectives, ensure conversion tracking is set up properly, make sure there is congruence between your ad and its landing page, have a clear CTA button above-the-fold, and use different ad types and strategies to see what works best.

If you follow these tips, you should start seeing more conversions from your Facebook Ads. So don’t give up just yet – with a little effort, you can fix the problem and start getting the results you want!

Costly Facebook Conversion Tracking Mistake Most People Don’t Know About

Costly Facebook Conversion Tracking Mistake Most People Don’t Know About

It’s no secret that Facebook Ads are a powerful way to reach your target audience. What’s less known, however, is that if you’re not tracking your conversions correctly, you could be wasting a lot of money on ads that aren’t providing any return on investment.

In this article, we’ll discuss the most common Facebook conversion tracking mistake and how to avoid it. We’ll also cover some tips for setting up conversion tracking correctly so that you can get the most out of your Facebook Ads campaigns.

The Most Common Facebook Conversion Tracking Mistake

One costly mistake that many people make is using Custom Conversions for conversion tracking. Standard events are a better choice for conversion tracking because Facebook knows exactly what each event is and how to optimize for it. With Custom Conversions, Facebook doesn’t know what your randomly created conversions mean, so it has to lump them all together and treat them like one generic conversion event. This causes subpar results.

Another thing to be aware of is that AEM (Aggregated Event Measurement) requires that any event you want to track with your ads be part of AEM, which limits the flexibility of Custom Conversions.

The custom event pixel, on the other hand, only tracks conversions that happen as a result of someone clicking on your ad. This allows Facebook to better attribute leads and sales to your ads, and ultimately results in a higher return on investment.

Overall, it’s best to avoid using Custom Conversions if possible and stick with Standard events for conversion tracking. Doing so will save you money and help you get better results from your Facebook advertising campaigns.

Why You Should Use Standard Events Instead of Custom Conversions

Another reason to consider using standard events instead of custom conversions is that they allow for tracking multiple lead magnets and sales funnels without exhausting your AEM limit. AEM (Aggregated Event Measurement) is a limit imposed by Facebook that restricts the number of events that can be tracked with your ads.

If you’re using custom conversions, you’re likely only able to track a handful of lead magnets and sales funnels before reaching the AEM limit. This means that you’re not able to get a full picture of your customer journey, and you may be missing out on valuable data that could help you improve your campaigns.

By using standard events instead of custom conversions, you’ll be able to track an unlimited number of events and get a complete picture of your customer journey. This will allow you to optimize your campaigns more effectively and ultimately get better results.

How to Set Up Conversion Tracking Correctly

Now that we’ve covered some of the reasons why you should be using standard events instead of custom conversions, let’s take a look at how to set up conversion tracking correctly.

There are two main ways to track conversions on Facebook: through the Facebook pixel or by using a third-party tool such as Google Analytics.

If you’re using the Facebook pixel, you’ll need to add the following code to your website:

<!– Facebook Pixel Code –>

<script>

!function(f,b,e,v,n,t,s)

{if(f.fbq)return;n=f.fbq=function(){n.callMethod?

n.callMethod.apply(n,arguments):n.queue.push(arguments)};

if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version=’2.0′;

n.queue=[];t=b.createElement(e);t.async=!0;

t.src=v;s=b.getElementsByTagName(e)[0];

s.parentNode.insertBefore(t,s)}(window,document,’script’,

‘https://connect.facebook.net/en_US/fbevents.js’);

fbq(‘init’, ‘your_pixel_id’);

fbq(‘track’, ‘PageView’);

</script>

<noscript>

<img height=”1″ width=”1″

src=”https://www.facebook.com/tr?id=your_pixel_id&ev=PageView

&noscript=1″/>

</noscript>

<!– End Facebook Pixel Code –>

Replace “your_pixel_id” with your actual pixel ID. You can find this in the Facebook Ads Manager under “Tools > Pixels.”

If you’re using Google Analytics, you’ll need to add the following code to your website:

<!– Global site tag (gtag.js) – Google Analytics –>

<script async src=”https://www.googletagmanager.com/gtag/js?id=UA-XXXXXXXXX-X”></script>

<script>

window.dataLayer = window.dataLayer || [];

function gtag(){dataLayer.push(arguments);}

gtag(‘js’, new Date());

gtag(‘config’, ‘UA-XXXXXXXXX-X’);

</script>

Replace UA-XXXXXXXXX-X with your actual Google Analytics tracking ID. You can find this in the Google Analytics admin under “Property > Tracking Info > Tracking Code.”

Once you’ve added the code to your website, you’ll need to create a new Facebook Ads campaign and select the “Conversions” objective.

Next, you’ll need to choose the conversion event that you want to track. If you’re using the Facebook pixel, you can select from a list of standard events or create a new custom conversion. If you’re using Google Analytics, you’ll need to select from a list of Standard Events or configure a new custom dimension.

Finally, you’ll need to set up your ad campaign and choose your targeting options. Once your ads are running, you’ll be able to track your conversions and see how well your campaigns are performing.

If you’re a course creator, membership site owner, or online coach who is looking to get the most out of their Facebook Ads campaigns, then you should be using standard events instead of custom conversions. Standard events offer a more flexible and powerful way to track conversions, and they don’t have the same limitations as custom conversions.