Disclaimer: This post includes information on how we run our own Facebook ads. Always do what’s best for your business, and track your ads carefully to make sure you’re not wasting your hard-earned money!
There’s no exact science
What works for one person won’t work for another. When we started the episode, Angie & I discussed how shiny Facebook Ads courses can be a waste of money because what worked for that person may not work for you. The best way to learn how to do Facebook ads is to watch videos or take a small course on what everything means in the dashboard – and then taking the time to work towards learning what works best for your business.
Angie shared that when she first started, she would spend daily the equivalent of the price of one sale of the item. Since then, we’ve grown our budgets to anywhere from $10-$30/day, depending on what we have to promote and the size of the audience. The sweet spot lately has been $10/day for one ad. We both closely track our ads to make sure that we’re making money off of them.
Goal 1: Selling Products
We both use Facebook ads that link directly to our Teachers Pay Teachers stores. Our goal is to directly sell products, so we use TpT’s UTM links to track sales from the ads. It’s important to note that the UTM links and Facebook data is a bit delayed, so you want to give it a few days to look at data. Angie has used traffic, engagement, and video ads for selling products, but she closely tracks cost per click (CPC) and sales. I use primarily traffic for this.
Running product ads to a warm audience that has visited your blog, or in on your email list, is a great way to get sales. I also run these same ads to a cold audience. I often split into two ad sets: one cold and one warm.
Angie shared how it’s ok to do an engagement campaign (boost) if you’re tracking data and it’s outperforming the other ad types. It’s all about your data, and what’s working best for you!
Lately, we’re loving collection ads instead of just the usual video, image, or carousal posts! We also mentioned the text overlay tool – which helps make sure that your ad will run properly.
Goal 2: Getting Seen
One of our main goals of ads is to share free resources and ideas with teachers on our blogs. We then sell to these teachers using Facebook ads that allow us to push out ads to people that have visited certain pages on our blogs – thanks to the Facebook pixel.
The great thing about this is that you can get super cheap clicks over to your blog with a traffic or engagement campaign, if it’s an awesome post or free resource. Video view ads for great videos you made with free targeted teaching ideas are also a way to “warm up” your audience. During the summer is a great way to get information out to teachers that allows them to gather new ideas for their classroom when they head back to school.
Not sure what to promote to get seen? Blog posts, detailed videos, and free resources that are related to your biggest, baddest bundle are a good choice.
Angie noted that she does really well on sales days because people wishlist items from her store, or visit her store knowing they can find quality resources at a deep discount during the TpT sales.
Goal 3: Getting Emails
If you’ve listened to other episodes, you know that Angie and I now both use Convert Kit. We run Facebook ads to get people to sign up for one of our free resources that is valuable to them, and related to one of our big bundles.
You can run a traffic ad to a blog post with an opt-in form on it, or you can use a landing page. Lately I’ve been using more landing pages with the Facebook pixel and running conversion ads instead of traffic. This shows me the cost per person who signs up for my email list. I’m usually pretty happy with $0.30-$0.60/email, but it really varies day-to-day.
If I’m spending money on Facebook ads to collect emails, then I have a welcome sequence set up that engages them immediately. I also set it up to funnel them into an eventual sale, and re-target them by sending them emails and Facebook ads for what resources they’re interested in when I have sales and other promotions.
Main takeaway: Put the time into it, and you can rock Facebook ads! Thank for listening to this episode! We will be back in a few weeks to talk about Facebook ad data.