When it comes to running Facebook ads, you can’t afford to leave anything to chance.
And that’s why it’s super important to get all your ducks in a row before you start forking out.
Yes, Facebook and Instagram ads can be a brilliant way to bring in more leads and sales, but get them wrong and you’ll soon burn through your budget.
As an experienced ads strategist, I know the important signs to look out for before I work with businesses on their ads.
If you can answer ‘yes’ to the five signs listed below, it could be time to take your first steps as a Facebook advertiser.
Let’s find out if you’re ‘ad ready’.
1. You’re confident
You know you have a product or service that people want to buy. You know what you’re selling, who you’re selling it to and why they’re buying it.
You know your people. You just need to find more of them for your business to grow.
2. Your website is already converting
Your website is working well and it does its job. It loads quickly, your call to action buttons work (and people click on them) and your payment systems are in place. If you use Shopify or something similar, it’s all set up and the teething issues are sorted.
Hopefully, you’ve already got the Facebook pixel installed. If so, you have a bank of data about the sales you’re making - and Facebook can use it to make your ads more effective and report back to you on how well they are working.
3. You’ve got the goods
Do you have plenty of stock? Or can you definitely get more, quickly? If yours is a service business, are you primed to respond quickly to new enquiries and do you have the capability to take on more clients?
If your ads are a rip-roaring success, you need to be able to handle increased demand and avoid disappointing customers.
4. You’re active on Facebook and Instagram
You don’t have to be posting morning, noon and night, but your profiles should be up to date and there should be regular activity.
Facebook’s algorithms will be able to glean more information about your prospective customers and that will help you get more value for money from your ads.
5. You’ve got the money!
Facebook ads are a long game. It takes time for the Facebook algorithm to find the people most likely to buy from you. And you need to test different images, ad copy and ad formats to see which bring in the best results.
You really need to commit to a minimum of 12 weeks’ advertising. That’s not to say that results can’t be achieved more quickly - they often can - but you won’t really know what your results are until you’re 12 weeks in.
After that, you’ll continue testing different ads but you’ll know what to expect and have a good idea of how much you need to spend to get the results you want.
I advise having a minimum ad spend of at least £600 pcm - preferably £1,000 pcm or more. Plus, if you don’t have the time or knowledge to run your own ads, you’ll need to factor in fees for ongoing ads management, training or expert support.
So what are the red flags?
Now you know what it takes to be ready for ads. But what about the signs that you’re not?
#1 Your business future depends on it
The biggest red flag is the money. If you’re in a position where your business might fold if the ads don’t work - or you might not be able to pay the mortgage that month - DON'T DO IT.
There are no guarantees with ads. You don’t need the extra stress in your life (and nor does your ads manager!). Look at ways to grow your business organically first. Ads aren’t right for everyone.
#2 Your platforms are dead
If you haven’t posted on social media for the last six months and can’t remember when you last got a sale or inquiry organically, ouch! You need to get that sorted.
OK, there are businesses doing well without posting, but generally they have big budgets and their Facebook ads are part of a wider advertising and PR strategy.
Get your organic social working first, or your ads will be less effective and more expensive than they would be otherwise.
#3 Your website isn’t converting
If your website isn’t making sales, ads won’t change that overnight. Work out what needs to change.
Does your site showcase your products or services well enough? Are you losing people because pages are too slow? Is your pricing a problem? Do people add to cart but then decide the p+p is too expensive? Fix everything you can fix before paying out for ads.
And if you don’t yet have a pixel, get one installed now! It will quietly gather data in the background while you’re sorting out any other issues, so don’t put it off to another day.
So, are you ready?
If you’d like to find out more about how to get started with Facebook ads, or ask me about ads strategy, management, training or nurture packages you can book in to have a chat here!