How To Convert More Website Visitors Using Remarketing

 

As we all know by now, being an indie author is about more than just writing books.  It’s about selling them too.  And something else we’re finding out is that marketing is way more than just popping up on social media now and then and screaming ‘BUY MY BOOK!!!!!!’

Selling books is an art in itself.  And it can be daunting to those who have little or no experience of marketing.

Writers need help.  And that’s okay.

So here’s a little help.

Posting today (and back by popular demand!) is the digital marketing expert in the family – Robert Gillespie.  This time he’s here with an introduction to remarketing and how we can use it as a strategy to convert visitors to our website and ultimately sell more books.

Hope you enjoy.

Mark

 

How To Convert More Website Visitors Using Remarketing

It’s every website owner’s dream…

…someone visits your website, they browse a few pages then take the desired action you want.

Success with Remarketing

That desired action could be the purchase of a product, signing up for your email list, registering for an event and so on…

But that’s not reality I’m afraid. For most it remains a dream.

In fact, on average around 93% of your website visitors won’t take the action you are hoping for – even if you have the best converting website on the planet.

But it’s not all bad news…help is at hand.

You see, there’s a new digital marketing superhero that’s appeared in recent years called ‘remarketing’.

And one of remarketing’s key benefits is to help convert prospects who’ve visited your website previously…

…but haven’t take the desired action you wanted them to so far.

A friendly superhero I hope you agree!

Let’s dig in and learn some more about remarketing…

What Is Remarketing and What is The Big Opportunity?

Well for most of you reading this, you will have been ‘remarketed’ to before, I’m pretty sure of that.

Have you ever thought it was just a coincidence the ads you saw in your Facebook news feed were identical to the products you were looking at only minutes earlier on Amazon?

As you’re about to find out it’s no coincidence those ads appeared in your Facebook news feed – or as a banner ad at the top or sides of millions of websites.

You see, those ads were placed there on purpose using what’s called remarketing.

And one of remarketing’s aims is to entice you back to a website you have previously visited…but this time they want you to come back and take the desired action they hoped you would have taken previously.

And when remarketing is done right, the website owner has a much better chance of achieving their objective.

Remarketing Is Powerful…

I mentioned earlier that on average 93% of visitors to your website will not take the desired action you want them to.

That doesn’t mean they never will.

Some people just need warmed up before putting their trust in you.

Realise that it’s very hard to convert a ‘cold audience’ on a first or even a second visit.

trust me

YOU MUST HAVE PATIENCE!

And just for the record I refer to a ‘cold audience’ as someone who doesn’t know or trust your business…yet.

Think about dating and marriage for a minute…

You don’t usually ask someone to marry you on the first date!

Normally you would engage with them a little, get to know them, like them, trust them…warm them up so to speak.

marryme

Only after a little while do you then ask for marriage.

I’m sure you’ll agree you have a much better chance of your marriage proposal being accepted after you’ve dated for just a little while at least!

And that’s how remarketing can help your business too…it allows you to give value to your audience first, build trust and providing value before going in for the proposal i.e. the desired action you hope they will take.

Example: Remarketing In The Travel Industry…

Say you’re looking to book a holiday in Mallorca, Spain.

You like the look of a resort called Cala d’Or which just so happens to be a personal favourite of mine 😉

Next, you decide to visit your favourite travel website and start looking around at a few hotels.

You start comparing prices, facilities and so on…the usual stuff…but you decide to leave the website to look elsewhere without completing an enquiry form or actually purchasing a holiday.

Very unhappy website! You haven’t taken the desired action that they had hoped for…

The next thing you know though, you’re on Facebook catching up with some friends and BAM

…right in the middle of your news feed you see an ad promoting the very hotel you were looking it only a few minutes ago!

Jet2 Remarketing

The image above is the remarketing ad for Jet2.com that appeared in my Facebook news feed only 2 minutes after I left their website without booking…

It’s the exact hotel I was looking at and it contains an offer to entice me to come back and book now!

And if Facebook is not your thing, the same kind of remarketing ads can also be displayed as banner ads on your favourite websites.

Again, a few minutes after leaving the Jet2.com website without booking I was browsing a sports related website I go to from time to time…and what do you think appeared in the corner of the page…

…yes you guessed it…a remarketing ad for the exact same hotel I was just looking at!

Jet2 Banner Ad

 

Now, maybe you’ll ignore the ad because you are busy, but when it appears again in a few days or even 10 days later when maybe you have the time to go back and have a look at their latest holiday deals…

…you just might take the desired action they want and book that holiday!

And that’s the big opportunity that’s available to you when using remarketing.

REMARKETING HELPS BOOST CONVERSIONS.

* * *

How Remarketing Works…

Here’s a nice graphic to visually explain how remarketing works before I give you a real life example and then show you how to set this up for yourself.

remarketing ads

Step 1 – Prospect visits your website

Step 2 – A little tracking cookie is automatically placed on your browser by the website

Step 3 – Prospect leaves without taking desired action

Step 4 – Your ad promoting your desired action is then shown to those visitors all over the web including Facebook and millions of websites

How To Set Up Remarketing In 3 Simple Steps…

 

Ok, so hopefully you see by now the big benefits to using Remarketing in your business…but how do we set this up?

In this section I’m going to show you how to do this with Facebook in 3 simple steps.

Here we go…

Step 1 – Build your audience.

When I say build your audience, this is the group of people you want to target with your remarketing ad in the future.

To do this you first need to go to the ‘Audiences’ section within your ‘Ads Manager’.

Now remember, I use the Power Editor version of Facebook Ads so your page may look slightly different to what you see below, so don’t worry. (You can learn more about Power Editor in this post I wrote)

However you manage your Facebook Ads, you will find the audiences option fairly easily one way or another.

Audiences

Once you click on ‘Audiences’ you will be taken to an option that allows you to build out your custom audience…

Custom Audiences

As you can see, it’s telling you that this action will help you connect with people who have already shown an interest in your business or product.

So click ‘Create A Custom Audience’ and you will see the following…

Create Custom Audience

Next select ‘Website Traffic’ and you will see the image below…this is where you choose how you want to build your audiences.

Web Traffic

As you can see, you can build your audiences based on those who visit a specific page on your website, or a set of specific pages on your website. The choice here is yours.

Audience Build

You then specify the page or pages in question, or just keywords from the URL’s if you use certain words on multiple URL’s. In the example below, all URL’s with the word Majorca in it would form part of my website custom audience.

URL Options

It’s advisable to build your individual audiences based on specific web pages they have visited so you can place a more targeted remarketing offer in front of that audience.

For example…

If you had a cooking related website, and a whole bunch of people had visited a page that talked about vegetarian food, you could build an audience based around them, and then remarket to them by showing an ad for a vegetarian receipe book on their Facebook news feed.

That would work much better than putting a meat based recipe book in front of them…

Get it?

So just for clarity, you would build an audience based solely on those who have visited pages specifically related to vegetarian topics.

And a great feature here is you also have a choice to decide how up to date your audience list is at any moment in time. It defaults to 30 days, which means it will keep the audience list populated based on a rolling 30 day period.

Pixel Options Timeframe

I’ll cover the importance of this time frame at the end of the post so don’t worry about it for now.

Finally name your list in a way that is memorable to you.

That’s step 1 complete.

Step 2 – Installing Your Pixel

 

After completing step 1, you will see an image similar to the one below:

Pixel Install

Basically you need to install a small piece of code onto your website. This pixel or code is what helps cookie the visitors browser so we can build our audiences.

Don’t worry about this. If you have a WordPress blog there are numerous plugins that can help you do this without any technical skills.

If you don’t have any technical skills whatsoever, go to sites like Fiverr and pay someone $5 to install it for you.

Fiverr

Don’t let technical issues stop you from starting the remarketing process.

Ok, let’s move on…

You need to go back to your main menu now and look under ‘Assets’ for the ‘Pixels’ option.

Pixels

Once you get into the pixels section you should see something like the following:

Pixel Code

As you can see, there are options to ‘View Pixel Code’ or ‘Email Pixel Code’.

If you want to install the code yourself – view the code, copy it and add it to your website.

If you want to pay someone to do it, email the code to them or just copy it from the previous steps and send it to them on Fiverr.

Job done.

***Quick tip – If you are using Google Chrome you can add a free Chrome extension called ‘Facebook Pixel Helper’ which tells you whether a specific webpage has a pixel installed and if it is working properly.***

Here’s what it looks like when I was on the Fiverr website earlier:

Pixel Success

Step 3 – Creating Your Ad

 

Now that your pixel has been installed, Facebook will automatically start building your audience(s) as visitors land on the pages you’ve designated in step 1.

All you need to do now is create the ad that will appear in front of your audience.

I’ve written about the Ad Creation process in a lot of detail before in a previous blog post, so to get the full details about Ad Creation go here

However…

…I’m going to point out one minor difference when it comes to creating a remarketing ad instead of a standard ad.

And the main change comes at this point of Ad Creation when you are selecting your audience…

Custom Audience

In the image above, the first box says ‘Custom Audiences’…in there you will type in the name of the audience you have just been building.

So for example…

…on a website I run that blogs about shaving, I’ve been building a custom website audience based on those visiting a page which talks about old fashioned safety razors…see below.

Website custom audience

As you can see my audience starts to appear as I start typing, and on the right hand side it gives me an indication of how many people are in my audience.

Just continue on with your ad creation following the steps in my other blog and you will do great.

And that’s it. You’re now a remarketer!

Now I could have finished up here, but before I go, I wanted to give you a little bonus section showing you a few tips on how to get the most out of remarketing!

Ready?

bonus

 

Bonus: 5 Ways To Use Remarketing ‘Properly’…

 

1 – Give Value First, Before Asking…

Like I touched on earlier, it’s much easier to convert people who know, like and trust you.

So even if the visitor doesn’t take the action you want them to on their first visit, as long as you’ve made a good initial impression, given value or simply educated or entertained…

…you’ll have done your job of warming up your cold audience.

Giving value first could come from an amazing article you’ve written, an entertaining video you’ve produced…or it could be via a free chapter of your book. Something that just gives without asking. And you may need to give value a few times before someone takes action.

So by the time your audience sees your remarketing ad in the future they are much more likely to pay attention to it –  and as a result they are much more likely to take the action you want them to.

2 – Your Offer Needs To Make Sense…

You want to make sure the offer you make via remarketing is congruent with the content they have been exposed to so far.

willis meme

Keep it simple.

Reference what they’ve seen already. Remember the vegetarian example earlier?

Same could apply to my shaving website.

If someone has been looking at shaving creams on my website and becomes part of my ‘Shaving Cream Audience’…I’m much more likely to remarket to them with an offer about shaving creams than shaving razors.

Here’s an example from Ebay in the image below…I was looking at these very boots on Ebay, and then a few hours later I was remarketed with a reminder to ‘Take another look!’

Ebay Remarketing

Note the perfect copy as well…

…it totally makes sense as they know I have visited this page before. If I had not visited the page before…’Take another look’ would not make sense.

3 – Allocate 10% of Your Total Budget to Remarketing…

This is a quick one…whatever your total marketing budget is for Facebook, allocate 10% of it to remarketing.

4 – Choose Your Audience Timeframe Carefully…

Remember this section from earlier when I talked about building your audience?

Pixel Options Timeframe

You might think you want to keep your audiences for as long as possible, so the numbers are bigger, but that’s not smart in reality.

You want to choose a timeframe that makes sense for your product or service.

Here’s 2 quick examples to make my point:

A – If you had a website that sold cars…

…you’d probably know the average timeframe from someone researching to purchasing a new car was say 90 days. I’m just making up numbers here!

So maybe you’d want your audience to roll for 90 days so you can still remarket to someone 84 days after they first became part of your audience as that’s when they are most likely to be making a purchasing decision.

Just so you know…

You can if you want create multiple audiences and call them ‘Car Audience 7 Days’, ‘Car Audience 14 Days’ and so on…that way you can do lot’s of sexy things with your ads and copy at different times!

B – Let’s use Ebay again as my second example…

I’ve been looking at those shoes again I showed you earlier and it’s a 14 day auction.

Clearly then, Ebay want to build smaller timeframe audiences as having a 180 day old audience is pointless as the shoes will be gone in 14 days…

So they might create a 3 day audience and a 7 day audience and maybe tweak the urgency of the copy as time moves on.

There’s lots you can do here, but I hope this gives you food for thought when it comes to choosing your audience timeframes.

5 – Just START Building An Audience…

For me it’s all about starting…you just need to start!

Even if you don’t have a remarketing offer right now, go ahead and set up a basic audience of everyone who visits your website and get that pixel installed.

That way you’ll know if everything is working and you’ll start to see your first audience being built.

For example, here’s my generic audience I’ve built for everyone who visits my website:

Web Audience

As you can see, it’s based around everyone who has visited URL’s containing my main domain name over the last 180 days.

A little bit of a tangent here…

But generally I use this audience to promote new content to instead of remarketing. So if I have a new blog post that I want past visitors to know about, I will create an ad promoting the content and show it to this audience.

Remember what I said in tip #1 about giving value a few times before asking for something in return?

Still got questions about remarketing? Unsure about the technical setup of remarketing or want to know how you can apply it in your own business or industry?

Whatever your question fire it into the comments below and I will personally respond within 24 hours!

13 Must Know Tips For A Successful Business Page

 

Further to the ‘Ten Facebook Advertising Tips For Writers‘ post that I put up a couple of months back, here’s a handy wee graphic from the folks at both Gherchic and Quill.

These days, as well as being an outstanding place to post cat photos, Facebook is an important tool for writers in the process of building their author brand.  Given the sheer popularity of Facebook, your author page (and I’m sure you have one of those) is one of the most important platforms that you can use to help build your audience.

Have a look at the graphic.  It’s got some nice reminders about the etiquette of using Facebook as a business platform.

 

Click to Enlarge Image

13 Must-Know Tips For a Successful Facebook Business Page

13 Must-Know Tips For a Successful Facebook Business Page
Infographic by Quill

Ten Facebook Advertising Tips for Writers

 

A recent Alliance of Independent Authors article took a look at paid marketing options for writers.  Marketing is important because as indies, we have to make our books visible in order to be seen and (hopefully) bought.  Not surprisingly, and given how fast things move in this game, there are many different types of paid marketing options out there.  Some of which revolve around the power of social media.

Facebook ads for example.

The aforementioned Alli article stated that Facebook ads were the current ‘hot favourite’ amongst writers.  But how many of us are using these ads to their fullest potential?  In particular, I’m thinking about audience targeting and setting things up in such a way that your ad is likely to be seen by someone who will realistically consider buying your book.

Don’t get me wrong – there are a lot of smart indie authors out there.  Smarter and more advanced in the game than I am.  The insights in this post might be nothing new for these authors who’re plenty experienced in the marketing side of things.  If you’re one of these and you’re getting the most of out of Facebook ads, then good on you.   The truth is that some people are simply better at this kind of thing than others.  Personally I’m okay.  Not great.  Not terrible.  Just okay.  But willing to learn.

When I released FAB in December 2015, the Facebook ads came soon afterwards.  I initially tried to set it up myself withouth any help but I was doing all the wrong things and making stupid tactical errors.  Specifically, I was targeting way too big an audience when I should have been closing a net over a smaller group with specific interests and combination of interests.

Thankfully my brother Robert – who has worked in digital marketing for ten years – was willing to share his expertise with me.  It was both an eye-opening and humbling experience and it made me realise that I have a lot to learn when it comes to marketing books.  Anyway, I thought some of his insights into Facebook ads might be helpful to others.  So if you’re new to Facebook ads or you just want to revise your strategies, read on.

Here are Robert’s top ten Facebook Advertising tips…

Mark

## ## ## ## ## ## ##

Ten Facebook Advertising Tips for Writers and Authors

 

Chances are, you’ve probably heard quite a bit about Facebook Advertising and how successful it can be for independent authors…

…or maybe you’ve already tried it and had a bad experience?

Worry no more.

This post will cover what I consider to be 10 of the most important Facebook Advertising tips to help you get up and running with a successful ad campaign in no time at all.

By the end of this post you’ll:

  1. Know exactly how to use Facebook’s ‘Audience Insights’ to find the perfect targets for your next ad campaign (No more guesswork).
  2. How to set up a Facebook Ad the right way without blowing your budget
  3. Understand what numbers you must know so you can tell if your campaign has been a success (and how you can scale it up the right way)

 

Ok, but why should Indie Authors, or any Author for that matter consider promoting their books or written work via Facebook?

Well, this one is simple…

The answer is ‘Attention’.

Think about it…

Where do the large majority of your target audience hangout?

FACEBOOK!

Even if you’re not a Facebook fan or user…

Facebook is by far the best way to reach your fans, and at scale. And for us marketers, it’s the greatest data company of all time by a million miles.

Facebook is quite literally sitting on huge amounts of data that you can use to target your ideal audience with laser precision.

Want to promote a children’s book to parents with 2 kids under the age of 3, that live within 5 miles of London, and like peanut butter? It’s easy on Facebook!

(Weird example I know but you get my point!)

It really is that powerful a tool for marketing your book offering.

Put simply, you can reach the audience who is most interested in what you have to offer without wasting anyone’s time.

And this is what can help you sell more books!

But who am I to talk about this subject matter?

Well, as Mark already said, I’ve worked in the ‘Digital’ space since 2005 when I set up my first e-commerce website and paid advertising campaigns on Google AdWords to help me sell high end shaving products across the globe.

I was fortunate enough in 2007 to get nominated as a ‘UK Entrepreneur of The Year’ finalist and have since went on to expand my skills to cover all aspects of Digital and Social Media Marketing.

Recently I got nominated on the Inc 5000 list which was amazing!

Currently I work as ‘Head of Digital’ for a large finance leasing firm in Scotland, in addition to working freelance on Digital and Social projects for clients across the world.

So, I’d like to think I have some useful knowledge to pass onto you in the world of Digital and especially Facebook Advertising.

Hopefully you’ll enjoy the article below and take some useful information away with you to help you with your next Facebook Advertising campaign.

Enjoy and good luck!

FB Ads Tip #1: Research – Know Your Target Audience

 

It all starts with research…and Facebook’s ‘Audience Insights’ tool…

Yes, it might not sound exciting for some of you who want to just get stuck in, but without this phase being done correctly the rest of what I’m about to show you won’t matter.

However, once you do start looking at Facebook Audience Insights, after a few minutes you’ll realise how powerful a tool this really is for helping to promote your book in the most optimal way.

And at the same time I think you’ll find it quite interesting as well as eye opening!

So what is Audience Insights and where is it?

First of all, you’ll find audience insights as a ‘Tool’ inside your Ads Manager. Once you click on it, you will see this:

Audience Insights

Click ‘Everyone on Facebook’ and we are good to go.

But what does it do?

Well, this is where FB holds all of its key marketing data for us marketers.

For example, it can tell us how many people like certain interests on FB, by what age group, by country/city etc…

If I wanted to target someone who likes Peanut Butter I can find them in here…it’s that powerful.

It also tells us what Facebook Pages are likely to be relevant to your audience based on pages they currently like.

That’s one of the key aspects of Audience Insights.

Here’s an example that will help make sense of it all…

Say I select the United States as the location I want to target, and I leave all the other options such as ‘Age’ alone just for now….

Facebook Advertising Tips for Writers

I now go down to the ‘Interests’ section which is the main one we will be using here.

Using my brother’s book ‘FAB’ as an example, I enter ‘John Lennon’ as my main interest. And then I select the ‘Page Likes’ tab next to ‘Demographics’ on the main section of the page.

Scroll down the page a little and you’ll now see a list of ‘relevant’ pages:

Facebook Audience Insights for Writers

Take a note of these pages, as these are some of the key ‘interests’ we may want to target later on when it comes to setting up your ads.

You can also look at the ‘Demographics’ tab to get a feel for the age group of your target audience on Facebook.

In this example, the typical age group of people who are interested in John Lennon.

All of this data helps to ensure your targeting is the best it can be when it comes to the creation of your Facebook advertising campaign.

It will save you so much guesswork and money.

Play about with Audience Insights. Add in more interests.

Play about with Age Groups.

All the data you need to run a successful Facebook campaign is in here.

Once you have a note of all your key findings, we are almost ready to start creating your ads.

FB Ads Tip #2: Target Audience Segments in the 500,000 – 1,00,000 range

 

This tip follows on nicely from the first one.

After playing about with the Audience Insights, you want to try and find individual or bundled audience interests to target that number in the region of 500,000 – 1,000,000 people.

The closer you can get to an audience size of 500,000 the better.

This is very important as you want to be able to target and realistically ‘reach’ as many people as possible within that audience segment.

This allows for much better ad performance and data reporting.

Data reporting is key and I’ll come onto that later…

But, if you find an audience segment that is working well, you can confidently scale up and spend more money on that segment. At the same time, you can cut the losers fast.

For example, if you simply bundled the USA, UK, and Australia audiences into one large segment, you will never know to an accurate degree which country performed best.

Also, you’d have no idea what age groups responded better to your ads within what country.

This is just a basic example of why you want to ‘niche’ down with your targeting.

Smaller is best.

I’ll show you in tip #4 exactly how we can take your key target interests and aim for that magic 500,000 audience number.

I’ll also show you how to quickly create different audience segments within your campaign for optimal ad creation.

FB Ads Tip #3: Choosing The Right Campaign Objective

 

This one is pretty straightforward.

What is the objective for your campaign?

Is it book awareness, leads, or sales?

Once you’re clear on that, you can move on.

To get started with your ad creation – unless you’re an experienced Facebook Advertiser – you will probably be using the standard ‘Ads Manager/Create Ads’ which can usually be found here:

Setting Up Facebook Ads

Click on ‘Create Ad’s and we are ready to go.

Now, whilst I can’t read your minds…

I’m pretty sure you’re reading this because you want to send more people to the page where you’re selling your book.

Now that might be Amazon, or it might be your own website.

That being the case, you should choose from either of the following two campaign objectives:

Choosing your Facebook Advertising Campaign Objectives

1.     Send People to Your Website

2.     Increase Conversions On Your Website

Now, I’m going to gamble and go with the Amazon assumption here and choose ‘Send People to Your Website’ as my overall campaign objective.

(Ignore the ‘website’ part – it does not mean it has to be your website. It’s just a piece of terminology.)

But why are we not looking to ‘Increase conversions on your website’?

Great question…

Well, unless you have your own website, and you’re able to track conversions properly using Facebook tracking pixels (that’s another blog post entirely) you should not really be selecting that option.

Now that we have chosen ‘Send People to Your Website’ as our Campaign Objective, you now need to enter the page URL where you’ll be sending people to AFTER they click on your ad.

URL Selection

Once you’ve done that, click next and let’s move on to ‘Audience Targeting’.

FB Ads Tip #4: How To Set Up Your Ad Sets for Maximum Reach

 

This is where the Audience Insights research we talked about in Tip #1 comes into play.

I am going to use one of the actual segments we implemented with Mark’s ‘FAB’ promotion as an example.

Here are two screenshot images of the audience targeting we set up for the recent ‘FAB’ promotion:

Facebook Targeting Options

 

Fab 2

As you can see our final targeting options were as follows:

  • Location: UK only
  • Age: 18-65
  • Gender: All
  • Detailed Targeting: John Lennon AND Novels AND Amazon Kindle AND Fiction Books.
  • The interests we are targeting above were not just made up. These came from careful ‘Audience Insights’ research as outlined in Tip #1.

And once we had combined these interests together we had an audience size of 480,000.

Perfect.

It’s worth noting the ‘AND’s here with the detailed targeting.

You could lump each of these interest segments together without the ‘AND’s’ but that would give you a much bigger audience size because it would mean they just had to like one of the interests you selected in isolation.

I have the ad set created so that the audience we are targeting must like ALL of the interests.

This is how we can get to a point where we are really targeting a specific audience segment…

…and that’s how you’ll be successful when it comes to promoting your ads.

Now, we could easily have used Paul McCartney, The Rolling Stones, and several others as part of our key target interests based on our Audience Insights research.

And maybe for the next promotion we will. That way we can dig into the data to see what interests perform best.

FB Ads Tip #5: Budgeting and Ad Placements

 

The next step inside your Ad Sets is to choose your budget and ad placements.

Simply enter your chosen Daily Budget, and select a Start and End date for your campaign.

Facebook Advertising Budgets and Placements

If you can get your target audience size to around the 500,000 mark, I would start with a budget in the region of £5 – £10 a day per Ad Set so you can get some feedback on your ads without blowing all of your budget in one go.

This next point is important so take note…

IF your Ad Set is performing well and you want to add more money to the budget, DO NOT just triple or quadruple your budget in one go.

This can really screw up Facebook’s algorithm, and your performance could suffer accordingly.

I’ve seen it so many times, and I have a lot of people in my network who have seen it as well.

It’s a real problem and a mistake people make all the time.

To get round it, scale your budget by around 50% every few days. So if £5 works, then go up to £7.50…measure performance…and if all is ok, scale up to £11.25 and so on.

Keep an eye on your performance data (coming to that later) to make sure the numbers remain consistent. Once you hit a point where your metrics start to suffer, scale back down and leave it at the daily budget amount that last worked best.

You’ll now have found your optimal daily budget based on your audience segment size.

As for Placement…

…I would stick to ‘Mobile News Feed’ and ‘Desktop News Feed’ only.

You could experiment with ‘Desktop Right Column’ if you wish, but you’re more likely to see poorer performance data as your ad images will be smaller, and the copy they can see promoting your book is much more limited.

That’s you done with Ad Sets.

FB Ads Tip #6: Writing The Perfect Ad Copy

 

Unfortunately, this blog post won’t be going into all the nuances of creating compelling Ad Copy for your Facebook campaign. That again is another blog post in itself.

The fact that a lot of you reading this post are writers will mean this comes quite easily to you though.

However, here’s a few tips or guidelines to follow.

One to consider is the PACE formula.

This is used quite a lot when it comes to creating effective ads, but to be honest, it needs to be tweaked a little for book authors as you will see below.

But I’ll show you it anyway for reference:

Pain – Identify a pain or in your case an opportunity or clear benefit to be gained from reading your book

Attention – Grab attention with a powerful image.

Command – ‘Click here To Learn More’. A clear call to action.

Expectation – You’ll get/Curiosity/Book summary. What they should expect next.

You can also tweak the copy used in your ad to be very specific to the audience we are targeting.

If we are targeting people who we know ‘like’ John Lennon, we can reference that.

If we know they like ‘The Rolling Stones’ we can reference that.

Here’s one of the Ads we created for Mark’s campaign:

Facebook Ad Example

As you can see, we have used some (not all) of what I talked about above in the PACE formula.

We decided to come up with some ‘curiosity’ based text as that works really well on Facebook, or anywhere for that matter.

“What if John Lennon had lived?”

That’s pretty strong text for creating curiosity as it grabs the Facebook users attention as they are scrolling down their news feed.

We are targeting John Lennon fans after all.

A question is always a good one to use in ads as no one can ignore a question!

Next, we quickly led with “Find out what happens…” as that attempts to satisfy their curiosity as well as leading them into the plot of the story a little.

FAB Ad

After that we have an ‘ok’ image next.

Mark will tell you himself, we rushed this part a little as we didn’t have time to get a better image made.  So we used the only one we had available in the right dimensions suitable for Facebook.

As I said, it’s ok. It could be a lot stronger, the text could be much easier to read, and the book itself could be more prominent.

One key thing you need to be aware of when it comes to images…

Facebook has a ‘20% Text Rule’.

This means your image ‘space’ can only be taken up by 20% text.

The other 80% must be imagery, and imagery only.

If you don’t meet this rule, your ad will be stopped.

To test your final image meets the guidlines go here http://www.social-contests.com/check-image/

Next we have our ‘Headline’. This is what Facebook calls this section.

Facebook Power Editor Example

As our campaign objective was to generate sales with this ad, and we had a promotion running, we led with a price offer headline.

Note it was in the currency of the audience segment we were targeting.

We also added in some scarcity as the offer was only running until Christmas day. This helps create a sense of urgency within the ad.

Next in the ‘News Feed Link Description’ we added in some additional benefits as to why they should buy this book right now i.e. ‘A last minute Christmas gift idea for Beatles fans’…

Lastly, we choose a suitable ‘Call To Action’ button.

For most of you it may be ‘Shop Now’ or ‘Learn More’ depending on what your objective is.

So, if you look at the flow of the ad from the top to the bottom.

FAB Ad

We first of all try and grab their attention with strong attention grabbing text and imagery. The copy then helps to entice them in a little more.

We then put an offer with some scarcity in front of them, and then finish it up with some compelling benefits as to why they might enjoy the book.

That’s it for your ad creation.

FB Ads Tip #7: The Power Editor

 

This is a powerful one if you start to feel confident and more comfortable with the Facebook Advertising platform.

I said earlier that most of you will create your ads using Facebook’s Ads Manager.

Well, there is another way to create Ads and it is using Facebook’s Power Editor.

If you click on ‘Manage Adverts’ you’ll be taken to a page like this:

Power Editor 2

Click on Power Editor and you will end up at a page like this:

Power Editor Full Screen

But why should I use the Power Editor I hear you ask?

Facebooks standard ‘Ads Manager’ tool is good and works perfectly fine. But it does have some limitations – some very frustrating ones.

But Power Editor solves them.

Power Editor is Ads Manager on steroids!

It has so many additional options that will help make your ads look better, the setup process much quicker and easier and so much more.

I love the Power Editor.

Word of caution though.

It can be very awkward at first, and it does have a steep learning curve associated with it if you only use it from time to time. So please play about with it before jumping in head first.

However, if you are interested in learning more about the Power Editor and what it has to offer…

I would maybe run a search on YouTube first and watch a few training videos.

There you’ll learn all you need to know in terms of the benefits of using Power Editor over the standard Ads Manager.

A couple of big Power Editor advantages for me are:

1.     Text limits do not exist in Power Editor. When you create ads in the standard Ads Manager, you are limited to the number of characters you can use within each section. Power Editor let’s you type as much as you want, giving you more freedom to express your thoughts.

2.     You can duplicate whole campaigns, ad sets or ads with just one click. So if we want to create a new Ad Set, and the only difference is we want to target the USA instead of the UK, we just duplicate the original, go into the settings, change the country and that’s us done. Big time saver.

There’s so many benefits I could just go on, but if you’re really interested, go watch some videos, or Google ‘Benefits of Facebook Power Editor’ and read a few articles.

You’ll soon love it as much as me!

FB Ads Tip #8: Split Testing Is Essential on Facebook

 

Split Testing on Facebook is fairly straightforward. Don’t get worried by the terminology.

Just for clarity…

Split Testing in its simplest of terms is the process where you create one Ad (let’s call it Ad A), then duplicate it (let’s call that Ad B), but maybe change the image in Ad B for something different to what is used in Ad A.

So the only thing that is different between Ad A and B is the image. Or maybe everything is the same apart from your initial text copy.

That’s it.

Once you have created Ad A and B, Facebook should now show both variants of your Ad equally to your target audience. From there you can then check your reports to see which ad is performing better.

Cut the loser and go with the winner. Then try and beat your winner by changing something else.

Rinse and repeat this process.

Got it?

Split Testing is so important for your success going forward…

Even though you create Ad A with the best of intentions – using your favourite image, your best copy, a killer headline and so on – what you think might resonate with your audience may not be the best option.

For your whole campaign to go from losing money to making money, may only require a different image – and you will only ever know by split testing different ad variables.

That’s the great thing about digital advertising – you get instant feedback on what’s working and what’s not.

And you can test so many different things for not a lot of money.

And small percentage uplifts in performance can make a huge difference, especially when you go up in scale and start increasing your advertising budgets.

So my advice is simple.

Once you’ve created your first campaign, duplicate the Ad, and change something you think might be worth testing.

 

FB Ads Tip #9: Data Reporting – What to look out for…

 

Ok, so your campaigns have been running for a short period of time now and we have some data to look at…

So, what now?

Well, we’re now into the optimisation and scaling stage.

Me being a data geek, I love this stage – however I know it can be daunting for many of you, so I will try and keep this simple for now.

It’s important to note however, that for those of you sending traffic from your Facebook campaigns direct to Amazon, it’s impossible to track performance accurately.

Amazon does not give you the feedback and metrics required to tell you if that book sale you just made came as a result of your Facebook Campaign.

Bit of an issue really, but one we cannot get round for the time being I’m afraid.

You will however be able to report on a number of other key performance metrics.

Here’s what to do…

Go to ‘Manage Adverts’ and you should see ‘Reporting’ as an option in the navigation area. This may differ depending if you are using Ads Manager or Power Editor. It’s easy to find, so don’t worry about it.

Facebook Reporting Information

This is how you get your ad performance data.

To get some meaningful data, I would go to the columns option, and select ‘Performance and Clicks’ for now.

Performance Screenshot 2016-01-24 12.19.02

Here you’ll find…

  •       The ‘Reach’ your ad had i.e. the number of people your ad was shown to…
  •       Impressions i.e. how many times the ad entered someone’s screen for the first time. Remember someone could see your ad several times…
  •      How many clicks your ad received…
  •      What the CTR% (Click Through Rate) was for each of your different ads. Remember, we should be split testing different Ads, so we can find out here which is performing better.
  •      CPC – What your Cost Per Click was. This is one to watch, as you’ll soon find out that the different interests and demographics you target will have different CPC’s.

For example, in Mark’s recent campaign, we targeted the same interests to a USA audience vs UK Audience.

Our CPC for the USA audience was £0.74, whereas the UK audience was £0.54. That’s a 27% cost saving!

And 27% cost savings when you start to scale campaigns can save you hundreds and thousands of pounds/dollars.

Tracking your Ad Performance inside Facebook is very important.

You need to know what’s working and what’s not and adjust accordingly. Don’t get scared here.

Just look at the data outlined above. Maybe put it in a spreadsheet so you can look at it on a daily basis.

Whatever works best for you. But make sure you know your key metrics.

And this leads nicely onto Tip #10.

FB Ads Tip #10: Conversion Rates – Know your funnel numbers

 

Whilst this is my final ‘tip’, it could easily have been my first one.

You need to know your numbers and why you’re running Facebook Ads – is it to make money, sell more books so you can get more reviews, is it to build brand awareness, is it to build an email list etc…

The reason I say this, is because it can be very hard to actually make money on Facebook Ads if you are selling a 99p or 99c eBook.

I’ll demonstrate this to you right now by way of a typical sales and marketing funnel…

Here’s an example using some basic numbers…

Let’s say you can get a CPC (Cost Per Click) of £0.40 from your best performing ad, and you get 100 clicks from your ad over to Amazon. That would cost you £40.

So far so good.

Now, if you’re selling an eBook for £2.99, you would need to sell 13 books just to break even. (That’s not allowing for Amazon’s cut, but you get my point. In reality it will be more than 13 books.)

That’s a conversion rate of 13%! (13 sales divided by 100 visits).

13% is quite hard to achieve. I know as I’ve done it a lot!

It’s also hard to track performance as I mentioned before – Amazon doesn’t give you the data to track the source of each sale!

And if you’re selling an eBook for just £0.99, that conversion rate jumps up to over 40% in order to break even!

You MUST know your numbers.

Only you can decide if the cost of advertising is worth it – again this will be subject to your campaign objectives in the short and long run.

I know many successful book sellers who take a longer term approach, and lose money initially, but they make more book sales and money in the long run by marketing correctly.

Here’s one very quick strategy I know can work very well…

You could promote an offer on Facebook – maybe a free chapter of your book plus another bonus.

The ad then takes them direct to a nice landing page on your website. They enter their name and email and they are then sent the free chapter.

You now have their email – so why not follow up with them using email marketing (all automated) with an offer to buy your book, with maybe a coupon/discount code?

This process is all trackable, and maybe more profitable in the long run.

Clearly you would continue to sell your book on Amazon for organic traffic.

It’s just something for you to think about.  There are lots of ways to skin a cat.

Be creative with the funnel process.

Bonus Tip #1: Watch for time zones in your account…

 

When I jumped into Mark’s Facebook Ad account in December and set up his ads for him, all was looking good.

Our ads were going to go live at 8am UK time.

I’ve set up thousands of Facebook Ads – so nothing to worry about eh!

Well…

The next day I checked Mark’s account around 10am to make sure all was ok and to my surprise nothing was running. Very strange. My ads were still inactive it said.

Mmmmmmm…

Cutting to the chase, after an hour or so of pulling out what hair I have left, I realised that Mark had left his account settings set to US Pacific Time – so even though I thought the ads were going live at 8am GMT, they would not be going live for another 8 hours due to the time difference!

Moral of the story – double check your account settings!

Bonus Tip #2: Remarketing!

 

It’s likely that most of you reading this are writers…

So, just like any good novel series, here’s one final twist 🙂

Remarketing in digital advertising is king right now when it comes to increasing conversions.

It can significantly help convert the 90% of visitors who don’t buy from you the first time round…

So how do we set this up on Facebook…

Well…this is how you do it…

Ready?

“Oh no…”

“I can’t believe it,” Robert said.

You couldn’t make this up.

Robert’s battery died and he couldn’t type those all important words needed to make the remarketing process a success…

Looks like I’ll need to leave that for the next post in this marketing series 😉

(If I do get enough comments below on the points I’ve discussed here I’ll come back and finish this off for you – deal?)

So what next?

Well, if you do have any questions about the above article or Facebook Ads in general, please post a comment below and I’ll get back to you.

Or, you can get in touch with me on Twitter. My username is @blackamex1.

I’m also on Snapchat (big social platform for the next 2 – 3 years so watch this space). My username on there is ‘digitalmarketc’.

And if you want to keep up to date with all things happening in Digital and Social right now, you can always enter your email on my website (currently being updated but you can enter your email at the top ok) over at www.DigitalMarketingEtc.com

Good luck!