Generating leads from your website can be stressful. You (and many others) have spent countless hours trying different marketing ideas, lead generating tactics, freebies, and advertising campaigns, but you’re not seeing the results you want.
You’re left wondering, “Why? How is Susie with her website getting leads and not me? Why isn’t this easier?”
Today, I’m going to dive into Facebook advertising…specifically for bloggers. Blogging is super simple and cheap to start, in comparison to brick and mortar, retail, or start-up businesses. Just a few years ago, blogging took off as a legitimate profession.
Unfortunately, less than 10% of bloggers actually make money and even less than 10% make a full-time income.
The reason bloggers fail is because they aren’t controlling their traffic. They write and write and try to get traffic, but it’s a hope and wish strategy.
The solution is to get LEADS.
But it’s not as hard as it seems. Facebook has done a good job building a platform that’s intuitive to use. So, I’m going to give you a hands-on tutorial.
Getting Started with Facebook Advertising
Let’s start with expectations. Every blogger and online entrepreneur (and you, of course) wants to know, “Are Facebook ads effective?” Answer is: yes.
Sometimes, you can spend as little as $5 per day and see significant results. You just need to understand the type of lead you’re attracting.
Facebook advertising is different than Google AdWords and other marketing campaigns. With AdWords, you’re fulfilling demand. When someone searches cheap fashion tips for a busy Mom, your ad is placed to fulfill that search demand, i.e. a busy Mom who wants tips on how to look better.
With Facebook, you’re creating demand. This means you’re convincing someone they need fashion tips or to lose weight or to travel to Spain. This type of lead will most likely require more follow-up communication, value, and nurturing.
In other words, you need to boost your KLT Factor. Otherwise, known as the Know-Like-Trust Factor.
What results will you see? Here are some ballpark numbers I’ve seen from bloggers — keep in mind, it’s dependent on the market you’re in, how good your content/product is, and a few other factors.
- ~2x-6x return on ad spend
- ~50% of leads engage in two-way communication with the blogger
Remember, these statistics will vary by market, content, products, and amount of work you put into.
Pros and Cons of Facebook Advertising
Advertising on Facebook and setting aside budget for social media is a business decision. You need to weigh it against other choices. I’ve noticed many bloggers want to bootstrap and are searching for free ways to bring in traffic and make money.
That’s great, but you’re going to have to be more patient and put in a lot more hours to see results from your blogging efforts.
Here’s a breakdown of Facebook’s pros and cons.
- Great channel for additional traffic/leads; see immediate influx of visitors
- Complete control over your daily budget and maximum cost-per-click
- Niche targeting options, such as likes/interests, cities, demographics, etc
- CPC (cost-per-click) is relatively cheap
- You can use images and videos within your ads
- You can lose money early on narrowing down your targeting
- If you have nothing to sell, it’s harder to see a positive ROI
- Depending on your targeting, the leads you attract can be irrelevant at times
- Learning curve
If you’re new to Facebook advertising, my suggestion is to test it for at least 3 months with a low budget. See what results you get back, do your damndest nurturing those leads, and measure the ROI.
Before We Begin …
You’ll need a Facebook business page.
Step-by-Step Guide to Facebook Ads For Bloggers
To access your Facebook ads dashboard, go to https://www.facebook.com/ads/manager or click the dropdown arrow in the top-right corner of the navigation bar (as seen in the image below). Click “Manage Ads” from the menu drop-down.
Once you’ve arrived at your Facebook ads dashboard, get familiar with the options and information at your disposal. See the image below for a simple knowledge guide:
Step 1: Create A Campaign
For the first step, let’s create a campaign. You should see a button labeled “Create Campaign” on the left side of your dashboard:
You’ll then be directed to a page that looks like this:
Choose a name for your campaign, then hit “conversions” as your marketing objective. This tells Facebook how to measure and allocate your ad spend. You want Facebook to prioritize conversions, since you’ll be driving people to landing pages or blog posts with hopes of capturing their contact information. You’ll then be prompted to click “Create Ad.”
Step 2: Fill Out Your Ad Set Details
You’ll be prompted to create a Facebook Pixel. Just follow the prompts. Once that is done, you can re-use it every time you want to create a new ad. Now, fill out the Audience, Placements, and Budget & Schedule.
Here’s where the magic really happens. You can target people interested in the topic you’re writing about.
Watch the video associated with this blog post for a more in depth tutorial, I don’t want to screenshot you to death. Playing around with the Facebook Ad interface is the fastest way to learn.
Step 3: Create The Ad
The next screen is where you’ll create the actual Facebook ad. The descriptions for the ad types are pretty straightforward. Most people roll with “single image” when advertising a blog post.
Choose an image. Dimensions are 1200×628. If you’re advertising a particular blog post you can use your social media image, as long as it’s not too text heavy. (If you want to get creative, you can also create your own graphics. Canva is a good tool for that.)
Under “Page & Links” fill out which Facebook page you want the ad to represent (and Instagram account, if you have one). Fill out the url address you want the ad to go to. Then write your headline, text, and description.
For the CTA, I suggest leaving it as “Learn More.” It doesn’t frighten people as much as “Sign Up” or “Contact Us.” (Remember, you’re creating demand. This lead will be in the early stage of buying your service or product.) You should be able to see a preview of the ad on the right side of your screen.
Step 4: Place The Order
Lastly, place your order and let the ads do their work. If you want to check on them, try not to find the actual ad and click on. You’ll just drive up your own costs. Instead, monitor its performance from your “Ads Manager” dashboard.
What’s Next For Blogging With Facebook Ads?
If you want to learn more about Facebook advertising, check out their Ads Guide and visit their Creative Hub. When writing your ad copy, remember to keep it concise and straight to the point. Use descriptive adjectives, but don’t over-fluff it. Stephen King would be disappointed.
If you don’t see the results you want, test out new versions. Change up the ad copy or use a different image. Advertising is all about testing until you find what works. Perseverance is key. If you have questions or thoughts, feel free to join my Facebook Group for Blogging With Funnels