You might have heard that Facebook Ads are only worth it if you can spend large amounts of money on a regular basis, or that people poured hundreds or thousands of dollars down the drain on a campaign that didn’t work. But if you are smart about your expectations and diligent in your monitoring and management of the ads, you can learn a lot of helpful information about your audience without spending a ton of money.
For example, my client Danielle from Land That Next Job came to me hoping to build her email list. Danielle helps her clients create a clear job search strategy, develop an outstanding resume, and master interviewing skills so they can find their ideal job quickly.
She only wanted to spend $300 on a one time campaign to see how many subscribers she could get, and also to get data on what her customers want and how they respond to her offer. She had a great free download called the Resume Booster, which was a PDF giving helpful tips to beef up their resume. In her follow up email sequence she was promoting her free consult and coaching program.
We talked about what kind of results she should expect before I launched the ads – we would be trying to get the lowest cost per lead, but reasonably that could be anywhere from $1-$5. We would be collecting data about how many clicks the ad was getting, how the landing page converted, and how many of the conversions turned into free consults to find her conversion rates for each of these steps. That would help her know what needed to change before she poured more money into this process.
Right off the bat, we had the essentials of a successful ad campaign in place:
- Great niched offer
- Follow up sequence
- Understanding of target
- Specific budget
- Defined goals
- Clear expectations
I always consult the Facebook Ads Policies when starting with clients in a new niche, because there are a lot of things that could get the ads disapproved.
Being careful to avoid direct language that would appear to be discriminatory to the audience (ex. “You are unemployed and can’t find work so you need our product”) and anything that would make the client look like an employment agency or making false claims (ex. “With our product you’ll find a job within a week”), we crafted our copy and published our first ads.
The first run was doing great. We got 59 leads for an average of $2.27 each. Some were coming in as low as $1.09! But when I checked in with Danielle, she said that because she has a double opt in on her email, not all of these people were actually ending up on her list. The number would fluctuate, but some days we had 8 signups in Facebook and only 1 would opt in. We paused the campaign while she researched the necessity of that double-opt in, and she ended up creating an explicit consent built into the opt in form itself so she could turn the double opt-in off. (This is something I highly recommend you do if you have a double opt-in and want to run Facebook ads.)
With that change in place, I launched another set of ads, which also did very well. I pulled in a new photo to test with the same copy, and ran these to the audiences that had been clicking for us before.
Every day or two I was in the campaign checking results, turning off ad sets that were converting higher than others, and increasing the budget of those that were doing well.
When we had finished spending her $300 budget, I compiled the data from Facebook and her email provider and reported to her. These are the results:
- Total spent: $300.00
- Total leads: 201
- Average cost per lead: $1.49
- Landing Page Conversion Rate 77% (259 clicks, 201 leads)
These were amazing results! Even with our double opt-in issue, the CPL was well within the normal range of $1-$5 per lead. And that landing page conversion is out of this world! Most landing pages I have seen convert between 20%-30% of cold traffic.
With this data, Danielle knows that her lead funnel is working well. She started getting some free consults from these leads quickly. Moving forward, I suggested that she keep testing new creative and copy, including an informal video of her talking about the Resume Booster and maybe holding it so they could see the product. She also has enough leads to create a Lookalike audience, which uses the power of Facebook to find other users that have similar qualities to those who are clicking and signing up for her email list right now.
You don’t have to be ready for a full time ad consultant and thousands of dollars per month in ad spend to learn what will work for your ideal audience. Doing a small test like this will let you know which parts of your funnel are amazing and which parts need work, and hiring someone to help you who understands the policies and how to read the data will help you spend your money wisely!
Interested in working with me? Start here. ← link to your intake form
Happy advertising. <3