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Paul Harvey joins us talking Facebook, setting up ads for hugely successful product launches time and again. The mechanics of the setup process for effective, high-converting ads and campaigns plus how to target the audience characteristics for the greatest success from reverse psychology to to KISS and perseverance
- Biggest issue with FB ads – being the easiest platform to deploy ads for Amazon
- Analysis paralysis is the problem but time is short when setting up ads
- The longer you take the more costly it is per click
- A year ago Paul was looking at cost per customer acquisition of 10p now it’s 50p
- Move now as it’s only going to get more expensive
Ad Copy in setting up ads
- Affiliate marketer style, no-nonsense style – there are so many styles
- Best for your audience is best
- Firstly, make sure the image is sexy as hell – stop them in their tracks in their news feed
- Copy needs to be short and sweet
- Emojis with basic text saying buy this now
- Six to eight lines with a few words on each and an Emoji at the start
- Keep it simple
- Spelling out the money amount of the discount too
- Tell them how quick they can do it
- Get 90% off….shop now
- Trick in setting up ads is to: se it at Max 2 per customer while stocks last – to double the order size everytime someone orders 2
- Emojipedia.org for all the emojis
- Use reverse psychology
- Leverage Social Proof – or use an Amazon Logo if you’re part of the Amazon associates programme and promoting Amazon products
- People start liking and tagging friends – this increases social proof
- Re-use the same ad for 2nd time and pickup the same social proof and comments
Targeting
- Travel and camping niche nesting
- When targeting you get a few fields with setting up ads
- Beware they are ‘and’ , ‘or’ fields
- When setting up ads:
- Select does the person have an interest in ‘Amazon.com’ and
- ‘Engaged Shoppers’ or ‘have clicked on Facebook ads in last 7 days’
- Niche specific criteria – baby blanket product might be list all the kids brands
- Setup as wi-fi only
- Do not do day-parting when setting up ads but set the ads to run during your target audiences ‘daytime’
- Set your ‘ad-scent’ such that all your ads and landing page match up for look and feel
- When generating your single-use coupon codes, the greater the value of the offer the greater the value of your campaign
- Cheap facebook ads means a higher discount
- Lower the discount means a higher ad cost as no-one is excited about it
- Maximum order size of the ad needs be set to 2 so people can only order 2 items per order
Persevere
- First time it will be miserable, it will be hard work and likely not a huge success
- It takes 2 to 3 goes to get it right and optimised
- Stick with it and make it happen
