Get more mileage out of your advertising budget by avoiding the Facebook ads mistake I made not long ago. Many of my clients have been dipping their toes into ads because the organic reach on Facebook is now so low.
I’ve been learning my way in the world of Facebook ads for about 18 months now. If you are running ads, I’d like to share a mistake I made so that you don’t make it, too.
It’s REALLY important for a Facebook ad to lead the reader to something you offer that is an exact match to what you talk about in your ad. As an example, if your Facebook ad talks about tips for organizing the garage, then it should lead to something you offer (a blog post, an opt-in offer) that also talks about organizing for the garage. NOT organizing your home, organizing generally, or organizing your car’s trunk.
Getting this wrong is very easy to do. Here’s my mistake – I ran an ad that is a short video about manifesting. You can see that video here: https://www.facebook.com/suepainter/videos/10154923614736152/ . But in the Facebook ad, my “learn more” button (my call to action) led to the main landing page for The Confident Marketer. That was a BIG TIME mismatch, as my landing page doesn’t say the first word about manifesting at all!
The end result was that I got a good click rate (people were interested in manifesting) but once they clicked the ad, they didn’t convert on my website (meaning, they took a look and left). Which makes sense because they didn’t see anything on that page that matched the ad. I don’t know what I was thinking!!
When I looked at the Facebook ad statistics and saw great click throughs but no conversions (opt ins) I knew I had made a mistake. So I created a new Facebook ad that was EXACTLY the same except for the link in my call to action. I change that link to a blog post I wrote about 4 conditions for manifesting. (You can read that blog post by clicking here if you want.) Now, my call to action leads to something on my website that actually MATCHES what is in the Facebook ad. Consequently, I began to get both click throughs AND conversions.
You might be thinking, “How did Sue get conversions from a blog post that is un-gated content?” I am using a plug in on my website called Post Gopher which I absolutely love. It places a link on your blog post, and the reader can click to download a PDF of your blog post – but before the reader receives that PDF, she must leave her name and email address. So in that way, Post Gopher turns every single one of my blog posts into lead generation. You can check out Post Gopher at this affiliate link: https://confidentmarketer.com/postgopher. It’s totally easy to use – you basically set it up and forget it.
Remember if you are running ANY kind of ad – not just a Facebook ad – you’ve got to make sure there is a seamless match between what you talk about in the ad and what you lead your client (or customer) to. I hope telling you about the mistake I made will prevent you doing it, too.