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Drop shipping Success

Drop shipping Success

5 Steps to Dropshipping Success

What is Dropshipping?

Dropshipping has become both more popular and more challenging than ever.  At it’s simplest form, dropshipping is essentially creating yourself a sales position online.  You find a company that is willing to let you tie directly into their fulfilment system, and allow people to order their products directly from your website.  In exchange, you are given a fixed fee or percentage for each sale you produce for the company actually fulfilling the order.  The main challenges with dropshipping lie in the ever-increasing competition, and the low profit margins in creating sales.  You can’t beat Amazon on product offerings or fulfilment so putting up a massive online mall doesn’t cut it like it did ten years ago.  And even if you specialize it can be challenging.

Although there are some more involved strategies to finding success in dropshipping like finding your own fulfilment centers to increase profit margins, white-labelling products to increase perceived value, and creating authority for yourself and your brand in a given niche, here are some simple tactics that can make any dropshipping site more effective.

 

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Master advertising, particularly Facebook Ads

There are several advertising options available for drop-shippers but in most cases organic content and Facebook ads are going to be your most effective. The issue with both of these mediums is that event though they are a virtual requirement in the drop-shipping world today, they are also complex and constantly evolving marketing platforms that take a lot of expertise to be successful with.  Take the time to really master content creation and the FB ads platform, or hire a professional to guide you through the processes.  Then be prepared to spend some money on testing out your ideas.  Even the most effective FB ads strategies need to be tested with some actual ads to hone them into profit machines for your business.

Also, be prepared for the fact that modern online advertising platforms are more dependent on data than creativity.  The power and the profit are in the data you get in the form of behavior based analytics and contact information.  If you are not prepared to be analytical with your marketing and your marketing dollars, find someone who is.  Financial analysts, accountants, and really anyone in your life who is data-driven will be an asset to you if you are a DIY’er, but also consider investing in professional help.  The rules on these platforms change almost daily so having someone who is immersed in them AND data-driven will turn your advertising spend into advertising profits. (yes we know this sounds self-serving, and yes it’s still true)

With the right data and the right understanding of benchmarks and profitability, you can both outsmart and outwork your competition with online marketing.  You can also guarantee that you aren’t selling products at a loss. (you’d be surprised how many businesses do this without realizing it, don’t be one, know your numbers.)

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Learn from people smarter than you

Learning from others will shorten the learning curve for you and exponentially increase your chances of success in dropshipping. It will also expose you to many strategies that you can implement and improve upon for your business, that way when FB kills your current strategy, you don’t lose your whole business. Join 10 Facebook groups related to dropshipping, Facebook marketing, and content creation and get active in them.  Also, Youtube is your friend, and check out our learning center to steal a lot of the tools and strategies we use every day for our clients.

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Also, use these groups and experts to create a peer network for yourself.  Having a network of other people in your industry is as valuable as your customer list when you face challenges, need inspiration, or just need someone to vent to that understands what the heck you are talking about when your CPM goes to crap and your conversions go out the window.

Do the research and find reliable suppliers

Do yourself a favor early on and ensure that you’re working with reliable vendors that can scale to your needs and won’t create a customer service nightmare for you. This means that 𝐲𝐨𝐮𝐫 𝐬𝐮𝐩𝐩𝐥𝐢𝐞𝐫 𝐧𝐞𝐞𝐝𝐬 𝐭𝐨 𝐛𝐞 𝐬𝐨𝐮𝐫𝐜𝐢𝐧𝐠 𝐪𝐮𝐚𝐥𝐢𝐭𝐲 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐬 𝐢𝐧 𝐚𝐝𝐝𝐢𝐭𝐢𝐨𝐧 𝐭𝐨 𝐝𝐞𝐥𝐢𝐯𝐞𝐫𝐢𝐧𝐠 𝐭𝐡𝐞𝐦 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 𝟗𝟗% 𝐨𝐟 𝐭𝐡𝐞 𝐭𝐢𝐦𝐞…I can’t tell you how important this is.  This also means that you should constantly be looking for more reliable suppliers with new and better products and systems.  If your business is 100% reliant on one supplier, guess what happens if that supplier goes to crap, goes out of business, or becomes unable to supply your customers anymore…

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If using Ali Express, ensure that your products have at least 4.8 star reviews. Anything less and you can bet that the quality isn’t high or consistent enough to keep your customers happy. I highly recommend working with Ali Express suppliers that have been around for a minimum of 2 years or longer. Anything less and you will have reliability issues when you scale(i.e. grow your business so big it takes over Amazon, or at least grow your business big enough that supplier needs to be able to keep up).

Understand the importance of your hook and your offer

First, make sure your offer(product) is something good that people want.  You can’t successfully market a crap product that nobody wants no matter how much of a genius you are.  Then figure out who your ideal buyer is by creating your customer avatar(more on that here).  Knowing who you’re marketing to is essential. 𝐊𝐧𝐨𝐰𝐢𝐧𝐠 𝐡𝐨𝐰 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐥𝐢𝐤𝐞𝐬 𝐭𝐨 𝐛𝐞 𝐚𝐩𝐩𝐫𝐨𝐚𝐜𝐡𝐞𝐝 𝐚𝐧𝐝 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐞𝐬 𝐰𝐢𝐥𝐥 𝐦𝐚𝐤𝐞 𝐭𝐡𝐞 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐜𝐞 𝐛𝐞𝐭𝐰𝐞𝐞𝐧 𝐚d copy that kills, and ad copy that kills your business.

If your messaging sounds like a college kid wrote it for a college kid, it won’t resonate with the target audience for your Rolex Watches.  And once you figure out that nobody wants your “Rale-ex” watches, you’ll realize you have nobody to write ads for, so you might as well just not try.

Develop exceptional customer service

If you’re drop shipping from overseas like most people are, between 30-50% of customers will email you or message you regarding some detail of their order. Things like; order tracking, returns, exchanges, poor quality and long shipping time concerns will be coming regularly, be prepared for that.

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To many people, dropshipping is synonymous with poor quality items, long shipping times, and getting ripped off.  Because of this the post-order regret and stress will frequently be higher than other types of purchases, and you need to be well prepared to calm that concern and get that customer back to the excited state they were in when they hit the order button.

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Use customer service as a way to differentiate your site and your brand from all the other dropshippers out there, and remember that no response is a response, so don’t ignore your customers(more on that here)

You also need to have a plan in place to deal with customer service issues out of your control.  They are seeing your brand and your site, the fact that someone else is doing all of the legwork doesn’t matter to your customer when they gave YOU their money.

Dropshipping is not a get rich quick miracle business model that it once was and frequently is still marketed as so think carefully before getting into this business because it needs to be run like a business, not a hobby.  But like any other business, if you are going to start, there is no better day than today, find a product or two you can sell at will, and build the rest of your business off of those products.

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Facebook Ads Auction Process

Facebook Ads Auction Process

Understanding the Facebook Ads Auction Process

What is the Facebook Ads Auction?

Are you one of the new advertisers on Facebook thinking all you have to do is hit ‘publish’ on your Facebook ads and off they go for approval before going live and then showing up in front of the exact audience you are trying to reach?  Are you a long-time advertiser wondering why your ads continue to get more expensive while simultaneously getting less effective?  Not understanding the auction process might be your problem, so let’s clear that up.

First, as with anything on the Facebook platform, it’s not quite as simple as you had hoped or expected.

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Every Facebook ad actually goes into an AUCTION before anyone ever sees it.  Your ads go into a bidding process, not just with other competing advertisers in your local area, but hundreds of thousands of other advertisers worldwide who are targeting the same people as you.  Facebook then uses a formula to decide which ads will be shown and to who.  Although this auction process is updated regularly and none of us know all of the intricacies in Facebook’s big fancy algorithms, the following will give you an understanding of the FB ad auction process, and how it may be affecting your ads.

𝐀𝐃𝐕𝐄𝐑𝐓𝐈𝐒𝐄𝐑 𝐁𝐈𝐃 𝐗 𝐄𝐒𝐓𝐈𝐌𝐀𝐓𝐄𝐃 𝐀𝐂𝐓𝐈𝐎𝐍 𝐑𝐀𝐓𝐄𝐒 + 𝐔𝐒𝐄𝐑 𝐕𝐀𝐋𝐔𝐄 = 𝐓𝐎𝐓𝐀𝐋 𝐕𝐀𝐋𝐔𝐄

What the what???  This basic formula demonstrates how Facebook tries to balance offering value both to users and businesses, but what does it all mean?

At it’s most basic level this means that the effectiveness of your ad in the auction process is based on your bid strategy, the budget that you set, and how much Facebook likes doing business with you. Most people leave their ads on auto-bid but higher level FB marketers – especially those trying to scale or grow campaigns and ad spend will play around with manual bidding.  While manual bidding isn’t a strategy for beginners, it can be an effective way to get stalled campaigns going again that won’t spend out because you are losing at the auction process, but more on that later.

Understanding Estimated Action Rates

Every adset in an ad campaign is optimized for a different action that you’ve chosen, whether that’s clicks, engagement, purchases, or any of the other options available to you. The estimated action rate factors into account how likely the person seeing the ad is to take that action that you’ve optimized for based on their past behavior both on and off the Facebook Ad platform.

This is why, even though the audience size you have selected for an ad might be 500,000 people, if Facebook thinks only 50,000 of those people are likely to click your ad then it won’t show it to the rest .  This is also why your ad may never reach the remaining people in the audience and your ad will start to burn out way before you think it should.

Estimated action rates are calculated based on a mix of an individual user’s history of clicking/engaging/online buying, etc as well as your own historical success rate with your advertising – so if your ads historically have a low CTR (Click-Through Rate) this is where it will hurt you.  In other words, stop running crap ads on Facebook, or all your ads will be crap on Facebook.

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Understanding User Value in the Facebook Ads Auction Process

User Value assesses how much value your ad is providing to the person seeing it (and it’s for this reason you get penalized for having too much text in ad images because this makes them look spammy and like something that fell out of a local paper).  Remember, Facebook is a social media platform not an advertising platform. You wouldn’t sign up for a TV channel that’s all commercials, so stop making your Facebook page look like one.  Images and messages that look like organic posts on Facebook will almost always get you your best results, and this is part of the reason.

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User Value is where Relevance Score (which you can see on each individual ad in Ads Manager once they’ve reached 500 people) comes into play.  Relevance Score is a RELATIVE metric, measured on a scoring system from 1-10, which only measures how relevant and engaging your ad is compared to others targeting the SAME audience.

That being said, relevance score is only an indicator, and one of MANY MANY indicators of the health of your ad campaign.  I’ve seen many people kill an ad with great ROI that is getting great results because of a relevance score of 5…don’t be that person.  It’s only an indicator of how well your ad is targeted, something that can potentially help raise or lower the overall costs of your ad.

The other factor in determining User Value is Ad Quality.

This basically means that if your ad is getting a lot of negative feedback (people closing it or hiding it, reporting it as spam, clicking that they don’t like it) its value will be decreased, you will start paying more for your ads, and you will start getting worse results for your ad.  You may also be in danger of getting your ad account shut down if you have major negative feedback issues, again, don’t be that person.  Ad Quality also takes into account whether a person has historically been interested in similar ads and how they are reacting to yours in comparison.  This is one area where you want to make sure you are keeping up with the Joneses.

How the FB Ads Auction Process Actually Works

So, now that you know the formula, how does the auction process actually work?

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When a user opens up their news feed, they instantly become available for ads to be shown to them.  The auction for that user’s newsfeed begins, Facebook’s algorithm calculates the results of the formula above to account for different optimization events (i.e you might be targeting an audience with a conversion ad whereas your competitor might be targeting the same audience for engagement on their ad), the total value is calculated and then the winning ad with the highest total value is shown in that person’s newsfeed.  Taaa Daaa.

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Pretty clever how Facebook does all that (as well as deciding which posts from friends, family and other business pages to show you) in a matter of seconds, isn’t it?  Now you understand why these proprietary algorithms are both highly prized and constantly tweaked.

Now, how can you use this knowledge to your advantage? First by understanding that the quality of your ads, and the conrgruence of your message to your targeting is probably more important than you realized.  Second by understanding that Facebook rates you as the advertiser as well, so don’t run shady, annoying, or disgusting ads, and pay your bills!  And third, by using the second half of the formula above to beat advertisers who are bidding higher than you!

Ensuring your ads have high quality and relevance means that you can beat people in the auction even if they are prepared to pay more than you, which is a massive advantage if you are competing against bigger companies and brands.  Especially because large companies still focus on traditional advertising messages and ads, which aren’t seen as quality or relevant on social media platforms.

This is one of the great things about Facebook Ads; any business, no matter how large or small, can find success on the platform if you work smarter.  It just takes a bit of hard work and, yes, an investment in time and money.  Facebook ads aren’t going to make you rich overnight, but they are going to get you the most profit for your advertising spend if you educate yourself or enlist the help of a professional.

So how does Facebook decide how much you are charged for your ads?

The Total Value calculation above determines who wins the auction, but not the cost, so how is that calculated anyway?  Essentially, you are charged the minimum amount that you would have needed to bid to win the auction.

Here’s a very simplified example of this in action (not taking into account User Value or Estimated Action Rates):

Advertiser 1 bids $0.15

Advertiser 2 bids $0.75

Advertiser 3 bids $0.75

Advertiser 4nbids $5.00

In the auction, Advertiser 1 is likely to get very few impressions of their ads. 2 and 3 will get a good number of their ads shown at prices somewhere between $0.16 and $0.75. Advertiser 4 will get even more impressions – but rather than paying the full £5, they will probably come in at somewhere between the $0.16 to $1.00 range.

As a rule, this means you are charged less than you actually bid.  It also means that it’s almost pointless making very small bids like Advertiser 1 as you will end up losing auctions that you could ultimately have won for only a tiny bit more.  It also means that bidding higher than you want to pay is a very effective strategy to win the bidding process if your ads aren’t feeding out once you are comfortable enough with the Facebook advertising platform to try out manual bidding.

It also means if you aren’t prepared to spend at least $5-$10 a day on your ad campaign(at least) it will most likely underperform for a number of reasons, but particularly because you aren’t spending enough to win at the auction.  This will be especially true if you are targeting smaller or highly sought after audiences.

Now that you have a better understanding of the auction process you now understand why the quality of your ads is critical, so don’t throw garbage up on Facebook and think spending money will turn it into a diamond, and don’t place your own ads if you aren’t aware of all of Facebook’s policies and regulations.  Don’t forget your advertiser rating is an important piece of the auction process, so a few terrible ads can ruin your advertising capabilities for a long time.

Now go out and make lots of money for your business with Facebook ads and tell us all about it.

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Growing your sales team the right way

Growing your sales team the right way

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How to start growing your sales team the right way

You’ve got your business going and you are smart enough to know that your main focus needs to be generating sales as quickly as possible in the first years. Your marketing is on point, your product has been proven in the market, you have systems in place so you are ready to handle the new growth and it’s time to hire a professional to start generating sales. So where do you find the perfect person to add to your team to help it grow? How do you hire the right sales team members to grow your business?

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These five steps will get you prepared not only for hiring the best possible sales professionals, but it will make sure you have the tools they need to be successful:
1. The job description:

Sales professionals need to be great communicators and they need to be able to sell themselves as well as they can sell your product. That means sometimes your next great sales professional can be your favorite local business’ customer service representative, your favorite bartender, or your neighbor’s hyper-motivated nephew, but for most of us, a job description is where you get started.

The first thing to remember when creating any job description is to make sure it is aligned with your company culture. If you run an ad for killer sales machine that knows coffee is only for closers, while the rest of your business is run like casual Friday every day with safe spaces in every room, you will be destined for failure from the beginning. Company culture mis-matches will break the best employees, but particularly those that have to withstand the turmoil that can come along with a professional sales career.

You should also clearly define what kind of sales you are expecting the professional to perform.  In most situations you should look for people with a track record of success in corporate product sales over service sales.  This is because corporate environments focus on results and performance, and products can’t be tailored and manipulated like services can to make sales easier.  Someone with a history of success in a corporate environment selling products will most likely be able to find success in any system you put them into.

Clearly describe who you are looking for on a personal level as well as a professional level, and make sure that person actually fits into the environment you have created in your business. If you’ve had repeated failures with sales hires this is one of the first places to look at for potential problems.

 

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2. Pay:

This is a tricky situation for multiple reasons, and is more aligned with the previous topic than you may realize. If you value security heavily on a personal level, particularly financial security, and hire commission only salespeople, you may have a serious mismatch at a cultural and personal level that you need to be prepared to handle. On the flip side, if you are running a company that is growing at a furious pace and taking healthy risks and asking your team to go along for the ride, a lower “safer” salary may not appeal to the kind of team players you need to help you reach your goals. One idea often overlooked by employers is the concept of longevity as well. Consider building long-term residual commissions into hiring contracts that entice people to stay long-term to receive greater rewards to reduce the churn often seen in professional sales environments.

For most sales professionals a balance between security and the potential for massive rewards is the ideal pay structure, but consider the type of people you want to attract to your organization before making a final decision on this.

3. Take their resume seriously:

You need high-level communicators that are convincing enough to get prospects to trust them with their time and their money. If an applicant sends you a resume that doesn’t wow you, they aren’t the candidate for your position. Even if most of the communication will be done over the phone, there is always some written communication, particularly in today’s world of texting and un-answered phones, so if they can’t put together something special for a potential boss, you should assume they won’t do much better for a potential sale.

This is another place to look for culture mis-matches and save yourself headaches down the road. If the applicants language choices, interests, or history are an obvious clash with your company culture, consider that a serious red-flag in the hiring process.

4. Have a standard interview process:

It’s easy to get excited by a conversation or a resume and think you’ve found the savior of your business. And while getting sold that hard by someone is a good sign when hiring a sales professional, you need to have a standard interview process that can help you identify holes and issues before you’ve already committed to something. A phone interview with some standard questions is a good place to start, but consider adding a critical thinking process as well. If after giving a prospect an overview of your business and your processes they can’t come up with solid solutions to common issues they will face, or if they aren’t even willing to do the work required to understand your company and answer those questions, are they likely to be a good fit for your company?

Other simple tricks include asking for a simple yet obvious task to be performed directly in the job ad:  Title your email with your favorite 80’s movie, at the bottom of your cover letter add the name of your favorite teacher from high school, etc.  While being detail oriented isn’t one of the most critical skills in some sales position, this will show you if your applicant is likely to pay attention to details requested by prospects and potential customers as well.

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5.  Clearly Identify Your Ideal Customer

This is one a lot of businesses get wrong in general and not only in the hiring process. If you don’t clearly know who you are trying to get as your customers, you will be stuck running a business accepting business from anyone who gives it to you, and that is a recipe for misery and failure.  Consequently, it’s also a recipe for failure for your salespeople who will bring you any kind of business they can close because they don’t understand the focus of the company they are working for because neither do you.  If you don’t already know exactly who your ideal client or “avatar” is, think of your favorite existing customer or the customer you’ve been dreaming of get them and clearly describe them.  What do they read, who do they listen to, where do they work, what kind of income do they have, where do they go on vacation, where do they live, etc?  As a bonus, once you’ve identified your customer at that level, they not only become easier for your salespeople to identify, they also become much easier to find with your marketing because you now already know exactly which demographics to target.

And now that you have your marketing, your targeting, your goals, and your new growing sales team completely aligned, you can’t help but find success.

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One bonus tip, stolen completely from “built to sell” is to hire salespeople in 2’s whenever possible.  Salespeople by nature are competitive or they wouldn’t have chosen such a difficult career, and giving them someone to compete with on results can dramatically improve their results and their motivation.

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Facebook Ads with a small budget: How to be effective

FACEBOOK ADS WITH A SMALL BUDGET: HOW TO BE EFFECTIVE

Small Budget Facebook Campaigns:  How to Make them Work for you

Reasons you might start Facebook Ads with a small budget:

You are new to Facebook ads and want to make sure you can create results before investing a significant amount of money.

You aren’t sure Facebook ads will work for your business, or work at all for that matter.

You want to try many variations of creative, messaging, and audience targeting without spending a ton of money.

You only have a small budget and need to create additional income that you can reinvest with as little risk as possible.

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The best strategies for getting started in Facebook Ads with a smaller budget:

Use ads or posts that are already social proofed:

Start with social proofed or engaging ads:  A “social proofed” post or ad on Facebook is one that already has many likes, comments, shares and engagements.  If you turn a popular post into an ad, the “social proof” of likes, shares, comments etc. will tell the Facebook algorithm that the post is engaging and something people want to see, leading to lower advertising costs.  Don’t forget Facebook first and foremost is a content platform, so they don’t want to serve advertising that people see as annoying and give them reasons to leave their platform.  This is the same reason “organic” looking ads also tend to perform better. In most cases, a real picture, even a really bad picture, will outperform a stock photo or professionally designed ad.

People are on social media looking for information about friends and people they know, so any interesting image that looks more like a post than an ad will grab their attention faster.  The more (positive) attention your ad gets, the less expensive your ad will be, and in most cases, the more effective it will be as well.

Optimize one step at a time:

If you are optimizing your ad for an action or event, like say a purchase, or a sign-up, many times optimizing for the first step in the process will get you better results on a smaller budget.  This is because the Facebook pixel usually needs about 25 events in a week to optimize.

So if you are selling a $500 product, that costs $50 per sale in advertising costs, and you don’t have the ability to spend $1500 a week, the pixel will never complete the optimization process.  However, if a click on your ad is $2.00 and you can spend $50 per week, then you can get that first step optimized.

Then you can move the goal to landing page views, which will now be cheaper because you’ve already optimized for clicks, so Facebook knows what kind of people are at least interested enough in your product to click your ad.  Once you get 25 landing page views in a week, you can now move to optimizing for ad to carts, and so and on so forth.  This will get you optimized for your ultimate goal little by little, without demanding a significant upfront investment, and consequently, significant upfront risk.

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Don’t fall in love with Lead ads:

A lot of new advertisers on Facebook fall into the lead ads trap.  Lead ads have their place in some campaigns but have serious problems with lead quality.

Because Facebook has made it so easy for someone to sign up for a lead ad, the leads are cheap and the ads on paper seem very effective.  The problem comes when you follow up with the lead and they don’t even remember signing up for your offer because it literally took 2 seconds and was 1 of 1500 things they did online that day.

The great numbers tempt many small budget and new advertisers to throw a lot of money at this form of ad quickly, only to realize that the amazing numbers of leads they have acquired have significantly less than amazing potential to become actual customers.

Prioritize results and ROI, not analytics and vanity metrics:

Digital Marketing Agency Charleston WV | Ideation Digital 222 Capitol St Suite 422, Charleston, WV 25301, USA +1 800-538-6950 https://ideation-digital.com/Before you start any digital marketing campaign, Facebook or otherwise, you should determine the value of a customer.  The true value of a customer, not just the value of their initial purchase, but their lifetime value, likely upset purchase values etc.  If you do this first, you know how much you can spend to acquire a new customer and stay profitable, and when it comes down to it, that’s the only number that matters.

Cost per click, relevancy score, conversion rates, etc. are all great indicators, but none of them matter more than your bottom line.  I’ve seen campaigns with terrible conversion rates create tons of income for clients, and I’ve seen campaigns with great numbers in analytics never create enough income to justify the campaign cost.  Use indicators for what they are, indicators of where you can improve, and the health of your campaign, but don’t live or die by them, and even worse, don’t fall in love with them.  Also, take time to determine which ones you will use as KPI’s before you start the campaign.  Don’t fall into the trap of, “oh the conversion rate is terrible, but we are getting tons of page likes so it’s ok” even though conversions is what really mattered.  It’s easy to talk yourself into thinking you are doing the right thing when you didn’t define what the right thing is ahead of time.

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Scale Your Facebook Ads Slowly:

If you get a home-run ad campaign it’s easy to want to throw all of your money behind it and magnify the results quickly and dramatically, but unfortunately, this can literally break your campaign.  Now as with all Facebook algorithm “rules” this one is worth testing because some people find dramatically increasing their campaign spend works just fine, but for the majority of advertisers, especially the smaller budget ones, taking your budget from $5 a day to $500 a day in a week will essentially reset your campaign, and consequently your results.

Like everything else on Facebook, that’s a theory worth testing for your particular situation but maybe wait for that until you aren’t playing with a small budget.

Pay Attention to FB Ad congruency:

Another thing that will keep your ad costs lower and your ad effectiveness strong is to make sure you pay attention to congruency across the entire campaign.  If you are advertising to lawyers, and targeting lawyers, mentioning lawyers in your ad copy, and talking about lawyers on the landing page you send the prospect to will make the Facebook algorithm happy, and will keep your prospect from getting confused as they go through the different steps of your campaign.

Other things to consider to keep your ad costs low:

Use retargeting ads:  Facebook retargeting ads allow you to run a broad ad in front, and then lower budget and more effective ads to a more defined audience on the back end, bringing your average cost per ad down.

Keep your ad account in good standing:  Missing payments, violating Facebook policies, and trying to advertise products Facebook doesn’t like or in a way they don’t like are all good ways to lower your advertiser rating and increase your Facebook Ads cost.

Try out Facebook’s newest offering:  Facebook is always adding new advertising options and tools, and they usually favor the adventurous by giving very low ad costs on these new ad types.  You might get burned by an ineffective new ad style, but you also might trip into a pot of gold with something that converts at pennies on the dollar, so it’s usually worth testing out.

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