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Boosting your advertising burn rate

When you’re learning how to use Facebook Ads, once of the biggest rules you learn is to really define your audience. You need to really know who you’re targeting and who you ideal customer is. While this is very important, this often wholly replaces the other important thing you need to keep in mind. Once you find that sweet audience that you think performs best, and reacts to your ads, a good way to start scaling and optimizing your campaigns is finding out on what level of your customers are in their buying journey. What good is it if most of your audience is warm but your message is completely wrong? Your targeting may be on point but your audience may not even know if they have that problem that you’re solving with your product or service. This is why you carefully craft your message (ad copy, video, ad creative) on top of your targeting.

 

For those unfamiliar, here’s a cycle of the customer awareness cycle. Do you know on what step your audience is on when you’re targeting? Always ask yourself, what state of awareness is my customer on? This is super important, especially if you are a new brand or business.

Eugene Schwartz tackled this in Breakthrough Advertising back in 1966. Schwartz broke down prospect awareness into five distinct phases:

  •  The Most Aware: Your prospect knows your product, and only needs to know “the deal.”
  •  Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for him.
  •  Solution-Aware: Your prospect knows the result he wants, but not that your product provides it.
  •  Problem-Aware: Your prospect senses he has a problem, but doesn’t know there’s a solution.
  •  Completely Unaware: No knowledge of anything except, perhaps, his own identity or opinion.
 A great marketing audit for your Facebook Ads strategy would be to look over all of your ad sets and go over what audience your targeting. If you’re showing your ads to and audience that has already been converted, then you can show them an ad copy selling directly to them. However if it’s a new audience that has never seen or done business with your brand, you’ll have to take a more educational approach and maybe try a long blog type ad copy. That customer in that audience probably doesn’t even know you exist, and with this approach you’ll show him more clearly that he has a problem, and later you’ll show him that you have a solution. Video ads work extremely well and deliver a ton of data from Facebook. You can be sure that anyone that has seen more than 30% of your video is semi interested and you can bomb them with more detailed ads that have a direct CTA (Call to action). Of course, this is depending on what kind of content you have in your video. We recommend putting a 30 second problem and solution pitch.
Lastly, at the end of the cycle you want your customers to become brand evangelists for your business. You might want to target these customers with new customer loyalty programs, your latest products/services, killer deals and referral incentives. We hope you enjoyed this article, we love running Facebook Ad Campaigns for our clients and handle thousands of dollars worth of ad spend each month, so we like to say we know what we’re talking about.

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