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  2. Thing That Will Make Or Break Your Facebook Campaign Profitability with Jessica Walman, Ep 175

Thing That Will Make Or Break Your Facebook Campaign Profitability with Jessica Walman, Ep 175

Dec 3, 2020

“Facebook ads don’t work!” is an opinion Jessica Walman, founder of the 5C Grow & Scale Method for digital marketing, knows is simply not true.

 

Jessica’s done $20 million in ad spend for everyone from entrepreneurs and product companies to local businesses and software companies. She’s seen it all, including what it takes to correctly and profitably grow and scale your business with Facebook ads. Yes, they do work, when you go about them the right way.

 

Tune into this week’s episode for Jessica’s tips on how to create a profitable Facebook ad. She’ll reveal how to tell you’ve got a winner, the variables that can make or break your ad’s success (it’s not just about the ad), and how to scale profitably when you do identify a winner.

 

Jessica will also shine a light on the mental challenges that come with advertising on Facebook, so you don’t dive for the cancel button before your ad even has a chance to get traction.

 

And, of course, discover the #1 thing that will make or break your Facebook campaign profitability.

 

If you’re convinced Facebook ads don’t work, or have had some success and want tips on how to get even more, you’ve got to hear this episode.

 

$30 Does Not A Millionaire Make

When someone tells Jessica that Facebook ads don’t work, one of the first things she asks is how much they’ve spent. Very often it’s something like $30, and the person believed that was enough to make them a millionaire. If it were that easy, we’d all be multi-millionaires, right? It takes more than $30 to create and scale a profitable Facebook ad, but ad spend is only one piece of the pie. The messaging, the page your ad takes people to, the offer you’re sending people to, and many other factors play a role. Unless these other factors are all dialed in (and you’ve got more than $30 to spend on ads), your ad won’t work. Tune in to hear what does work.

Be Willing To Experiment

Because there are a lot of factors that go into a successful Facebook ad, you have to be willing to experiment. For example, maybe no one clicks on your ad to begin with. Or maybe you’re getting a lot of click-throughs, but those leads aren’t buying. It could be that your messaging isn’t dialed in. Jessica will walk you through each of these factors and reveal what could be wrong. She’ll also explain not only when to start experimenting, but how to experiment in a way that will actually help you identify the bottlenecks, vs. waste your time and money with random changes.

It Has To Be The Right Audience

Your ad and offer could be brilliant, but if your ad’s going to the wrong people, it won’t convert. Period. Tune in for Jessica’s tips to help you ensure you’re targeting the right people (including where to start if you’re brand new to Facebook advertising). Once you identify the right audience, the next step is to ensure your messaging is spot-on. Remember, it may not be one magic message that you need. People who profit from Facebook ads often have multiple messages to appeal to different needs and wants of their ideal audience.

Why “Just Get The Click” Is Wrong

If someone tells you the ad’s only goal is to get the click, run. The click is important, yes. But when you make ads only about getting the click, you’re much more likely to get clicks from people who don’t actually want your offer. They’re curious enough to click, but not sure what it is they’re clicking through to. Getting the click has to be balanced by a pre-frame in your messaging that draws in people who’ll actually buy your offer. Listen to this episode for tips on how to ensure you’re getting clicks from buyers instead of looky-loos.

Scaling The Winners

Once you’ve identified a winner, it’s time to scale. A lot of people make the mistake of trying to scale too quickly, which leads to financial stress and ads that stop working. That’s why Jessica recommends scaling realistically. Meaning, if you made $5,000, make your next goal $15,000 or $20,000, vs. $100K. Realistic scaling allows you to stay on top of ad spend, as well as any “leaks” that may spring up due to unexpected fluctuations in conversion rates (and other variables, like exactly who is clicking through). Once your ad’s proven it can handle this realistic level of scaling, and if you have the budget for it, then you can start scaling faster. But when you first start scaling, take it slowly.

Outline of This Episode

  • What NOT to do with Facebook ads [4:45]
  • Who Facebook ads are good for [11:30]
  • Have the proper expectations [17:00]
  • The right (and profitable) way to set ad goals [24:50]
  • When to nurture your audience with content [30:10]
  • Why the pre-frame makes or breaks sales [34:30]
  • Once it’s working, here’s how to scale [37:10]

Resources & People Mentioned

Music for “Just The Tips” is titled, “Happy Happy Game Show” by Kevin MacLeod (http://incompetech.com) Licensed under Creative Commons: By Attribution 3.0 License

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