Today’s episode is a ‘have a pen and paper IN HAND to take notes” kind of episode. It’s nerdy and nitty gritty and every business owner needs to listen. We had the pleasure of bringing on a Facebook & Instagram Ads expert – Tara Zirker.
Today we talked with Tara ALL about Facebook ads so HOLLA get ready to get NERDY with us today!!! Tara started off by setting the stage explaining what business models can be best served by Facebook ads, what foundational, backend business setups you need to have in place before you start running ads, and a breakdown of three main different ad strategies and how you can utilize each. We then go even DEEPER into the matrix of Facebook ads but MAN did Tara make it SO easy to understand. She gave us a step by step breakdown of what to test in your ads as well as what results to look for to know if they’re doing well. We even touched on SMS marketing and Tara’s thoughts on whether or not entrepreneurs should jump on that form of marketing.
Tara is an advertising expert who has taught thousands of business owners to rapidly scale through the power of Facebook ads. She is the founder of Successful Ads Club, a high-touch support platform where business owners receive step-by-step training to master their own lead generation.
The expertise Tara shares through SAC is built on her years owning a successful ad agency, which manages $5 million per year in ad spend generating millions of dollars in revenue for industry-leading clients including New York Times-bestselling authors, 8-figure business owners, and social influencers.
Tara is passionate about demystifying Facebook ads for entrepreneurs who are overwhelmed, skeptical, or just plain over it.
Who can benefit most from FB ads?
You have to have the right ad strategy matched to your industry, your niche, and your funnel type. If you get those three right, then you are golden. Ads work for 99% of businesses, assuming that they have some sort of sale or funnel process in place. If you are list building, audience building, or trying to get sales or calls or consultations then ads are for you, hands down.
What you need to have in place before
You have to have an offer. Even if it is a simple offer. It can be a free offer. An offer can be really simple, a free consultation or a free quote. It can also be straight to a sale. You want to guide people through some sort of customer journey, offer, or experience. You want to make sure you have a sales process. It can be as simple as hopping on a call with you.
So you need an offer and a sales process to begin.
SMS marketing is text marketing, simply setting up a business phone number that you text people. The texts should be complimentary to your email.
SMS right now for companies that are using it well, represents 15-20% of revenue. For your traditional email marketing, you want a similar percentage of revenue. SMS is so powerful and so strong. We probably have our favorite stores that text us a couple times of a week and consider it more of a service than marketing.
SMS marketing has an open rate that is 80-90%.
Where to start with FB ads
The first thing is you have your offer and a sales process. Does not need to be perfect or long, but there is some sort of journey people are going to go on with you.
The next thing you need to do is set up a tiny bit of ad tech. You have to set up the pixel code on your website so that Facebook can track things. You want Facebook to be working hard for you 24/7 and the only way for them to do that is if you have tracking setup.
Pixel: is a little bit of code, about a paragraph of length, and will go in the heading section on your website.
Three Steps to Test Ads
- Test your ad copy. You want to test variations of length. Short and snappy, something medium length, and then something longer. Always ensure a call to action and if you are a local provider call out the area.
- Next, you will test visuals. Static ads can still outperform video. You always want to test video and static, even if you’ve never had a video hit.
- Next, you will test your headlines. The best thing to do is to have very direct headlines. Always share what the offer is.
Four metrics to judge your ads:
- CPR: cost per result
- CTR: click-through rate
- CPM: cost per thousand impressions
- Landing page conversion rate
What is your favorite book you’ve read recently?
Love Does by Bob Goff
What is the biggest lesson you have learned in business?
You plan for growth you don’t hope for it. You plan for success, you don’t hope for success.
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Love Does by Bob Goff
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