2.2 Your Paid Ads Process (The Hare Strategy)

In this process, we'll talk briefly about Facebook Advertising, and how I look at my PAID ADS strategy in conjunction with everything else I'm doing. 

Please Note: This is not a Facebook Ads course. You will not learn Facebook Advertising here. It is a JUNGLE all on it's own to navigate and master. If you would like to learn more about FB Ads, I have a course where you can learn more: Ads By Design.

This process is designed to simply give you an overview of how Paid Ads, and more specifically Facebook Advertising, integrates with your overall strategy. So, with that, let's begin!

What is Facebook Advertising and WHY?

Facebook Ads is your TRAFFIC source (Your Hare Strategy for getting visitors and eyeballs fast... instantly). But you're goal isn't just to get traffic, it's to use Facebook Ads to get LEADS. And, if you're running a launch, promotion, or funnel (which is what we teach here in Business By Design), then you can turn those leads into happy customers.

So, the more leads you get, the more customers you get (in theory, when your launch works correctly!). And therefore, the more you SPEND on Facebook Ads, the MORE leads you can get.  

So, if you want to increase the size of your launches and promotions and reach more people... spend more on Facebook Ads! 

But! You've gotta do it right!

A Simple MAP of The Most BASIC Facebook Ads Strategy:

That's about as simple as it gets. Make an ad that sends people to an Opt-In Page in order to get leads.  

Now, you can create Opt-In Pages and free .PDFs all you want (and we cover that inside the TORTOISE STRATEGY Process, but the best part about a launch, is that...

"A Launch Builds Your List!"

When running a launch, you will actually BUILD your list in the process. Which is why we ALWAYS use Facebook Ads in our launches to fill the launch and build our list at the same time!

So, no matter what type of launch or promotion you run, Facebook Ads is a great place to start to FILL your "machine" (launch or promotion) with new leads!

There are many different types of ads, objectives, and campaigns. 90% of the time, I recommend running your ads using a "WEBSITE CONVERSION" Campaign that tells Facebook to optimize for "conversions" or opt ins (leads). 

It's a bit of an over-simplification, but it is the #1 METRIC I look at DAILY inside my Facebook Ad Campaigns: Cost Per Lead (or opt in, or conversion, or result). This is, essentially, how much Facebook is charging me to BUY A LEAD. This number is important because...

Inside Business By Design we talk about the  HOLY GRAIL METRIC: Earnings Per Lead. (What a lead is worth to you!)

If you can BUY leads for less than what they are worth, well you have what is called... PROFIT!

So, my goal is to always look at this number and keep it as low as possible. 

The 5% of Facebook Ads that gives you 95% of results... is TARGETING. You must take the time and become the MAD SCIENTIST testing the right audiences, interests, and demographics. This is your #1 priority. Get your targeting right and the rest becomes a heck of a lot easier!

Every ad consists of text (copy) and an image or video (creative). We tend to use primarily image and video with various copy options. Below is an example of one of our recent Campaigns: