2 methods to know when starting Facebook ads
One of the biggest mistakes a Facebook advertising newbie makes is not realizing that their campaign represents certain milestones.
Targeting “direct” sales by showing different ads to different audiences can be costly. Of course, if you came to this article to find a new way after spending money, welcome.
Last week I continued my CXL trainings and learned new things about Facebook Ads. In this article, I will give some basic information to people who will just start Facebook Ads.
Before we move on to the content, I should say this: If you are running ad campaigns on more than one platform and you have defined conversions on all of them, you should pay attention to one thing.
Facebook tracks a click for 7 days and counts the products bought by someone who clicks on that link within 7 days, but there is something that is not taken into account here. If you showed the same person an ad from Google afterward, and the conversion happened thanks to this ad, both Facebook and Google will show the conversion as if it came from both of them.
When you look at your Facebook and Google ad panels, you may see much more conversions than usual. To avoid this, you need to configure Google Analytics well. This may be the subject of a different article, now let’s go back to Facebook.
First of all, we can compare Facebook to a classic newspaper. Newspaper headlines and capitalized headlines become remarkable and intriguing content. We can also see Facebook as an interactive newspaper. People come in and watch videos, like their friends’ photos or play games. If you are planning to attract these people to your site in a way that will attract their attention and you expect to receive your product immediately, you are doing it wrong.
Eugune Schwartz Triangle
Trying to persuade people to buy behavior by simply showing them an ad on Facebook may not be a good choice. People are more distracted than ever before, they have too many options at their disposal. That’s why you need to build awareness of your brand.
Eugune Schwartz’s “Five Levels of Awareness” triangle will come in handy.
This triangle has three beautiful terms. ToFu, MoFu, BoFu. Don’t let the terms scare you, because they’re pretty simple.
ToFu means top of funnel, it means cold market. So people in the ToFu stage have never heard of your brand and products.
MoFu means middle of funnel, it means warm market. In other words, people in the MoFu stage have interacted with your brand before. We can include people who have read an article on your site and watched a video of yours in this class.
BoFu means bottom of funnel, it means hot market. In other words, people in the BoFu stage have clicked on a special area on your site. We can include people who click on a discount coupon and come to the purchase page.
For example, if you are a jewelry company, you can start by showing ads to your audience to strengthen the ToFu stage. Instead of specific targets, you should reach as many people as possible and measure the reactions.
Many of the companies resort to content marketing at the ToFu stage. In other words, in addition to attracting people directly to product pages, they also advertise their user-oriented content. For example, a comparison of two jewels may be of interest to this audience. The stories of the making of the jewelry and the meaning behind them can also attract people’s attention and increase their trust in the brand.
The MoFu stage is the stage where you plan how to attract these people back to the site. Here, all you need to do is add the Facebook Pixel to your website and have it track the clicks. For example, you can show users who enter your site this week, again a week later, a special discount code that will attract their attention.
The BoFu stage is the final stage. Now the main goal here is to sell something to the person who clicked on a special area on your site. Showing a discount code to the audience that has added products to the cart can positively affect their purchasing behavior there.
B.E.L.T method
Besides these examples, you can also use the B.E.L.T method to convert the Eugene Schwartz Triangle into a purchase. B.E.L.T consists of the initials of the following words: Belief, Engage, Lead, Transact.
Belief: To show or convince that user who can buy your products needs this product. The critical point here is to show that he needs your brand while making him believe that he needs the product. Because you have to create a sense of belonging in order not to lose customers to a different brand. “Goal is awareness of problem and product “
Engage: You need to explain to the audience that you believe they need this product, why you are offering the best offer. The best answer to the question of why they should choose you can be found in the reasons that make you you. “Goal is to lead the prospect to your solution (generate traffic & leads)“
Lead: Go to the audience with a proposal that will offer a solution to their problems. “Goal is to nurture and engage with the prospect “
Transact: Get him to shop with you with special offers and retargeting. “Goal is to get the prospect to do business with you.”
The B.E.L.T method consists of these steps. You can also shape these steps on what your industry is and what you want the user to do. What I want to tell you is that it is more difficult than ever to convert users into customers with just one click. That’s why you should go step by step and attract the attention of users at every stage.
The Eugene Schwartz Triangle and B.E.L.T method will definitely work for you with Facebook ads. See you in next week’s post!
