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Your Key to Success: Using Meta Ads to Grow Your Business
Ok, firstly, let’s get clear on whether you should use Meta ads (FB & IG ads) in your business. There is no ‘should’ in business, but ads when used as part of your wider business strategy are a great idea to grow your business, create awareness, help position you as the go-to and the expert in your industry and increase visibility.
Ah, visibility. That’s what this whole creating a successful business thing comes down to. Being consistently visible in the places your ideal clients are. You can be the absolute best at what you do, but if you aren’t visible and are the world’s best-kept secret, then that won’t grow your business. So with that clear, let’s get back to ads.
Meta ads are extremely powerful when used correctly. And that’s another side note, they do need to be set up correctly, a quick ‘boost’ just won’t cut the mustard I’m afraid. Most people I meet have heard about these mystical powers of ads, but just don’t know where to start. So let’s give you some of my main tips so you start off as you mean to go on.
Tips To Start Your Meta Ads To Grow Your Business
Are they really magic wands to overnight success?
Alas, there is no magic wand in creating a successful business full of freedom. And ads are no different. Anyone telling you they are – run the opposite direction. Yes, they are super powerful. No, they can’t guarantee you overnight success (sorry to shatter your dreams). Whilst we are on the topic of guarantees, the ROI that ads bring is bigger than just the immediate financial gains. Growing an audience, nurturing, increasing visibility, and positioning yourself as an expert are all returns on your ad investment.
Who are your dream clients?
I know this gets covered a lot, but please don’t head into ads manager without being crystal clear on who your ideal (DREAM client) is. So if you haven’t done the ideal client work for a while, do the research first. Where they hang out. What they watch. What apps do they have? Where they shop. Where they are now. Where they want to be. What their gaps are. What keeps them up at night? What are their fears? It’ll help you no end with your targeting and messaging.
What is Business Manager?
Business Manager is absolutely necessary to be able to run ads. It’s a central hub where you keep all your Meta assets (page, pixel, ad account) and allocates who you want access to all of these assets. Please don’t be tempted to do a quick boost, then wonder why ‘that £50 brought you nothing and was a waste of time’. There are some hoops to jump through in the first case, like verifying your domain (currently no longer mandatory, but still best practice), bringing all your assets into your business manager, and turn on 2-factor authentication.
The Importance of the Pixel
The simple word that brings on a cold sweat to many business superwomen. It’s like kryptonite. It’s actually not as scary as you think. It’s a small piece of code generated by Meta within the ads manager that you pop into the header section of anywhere you are sending traffic. So your website, landing pages, thank you pages, and sales pages.
This code (or ‘pixel’) collects data about all those visitors. This is extremely powerful so the pixel can retarget those same people at a later date if you want or can find you more of those similar people to show your ads to (genius, right?)
Get a list started
One of the things I always advise new business owners to do sooner rather than later when starting out in business, is to build an email list. Organic traffic is amazing, but adding Meta ads into your marketing strategy, will get you in front of more potential dream clients, and grow your list, and that all-important visibility even faster.
The first question you get asked when you start to create your first Meta Ads campaign…. What is your objective? There is a time and a place for most of the objectives, however, the majority of the time, you’ll be choosing the ‘conversion’ objective, usually for a lead. These ads will be shown to people that are most likely to take action and ‘convert. I.E sign up for your freebie, your challenge, your masterclass, and make a purchase. So if you are creating ads for these, this is the objective for you!
The’ how long is a piece of string’ question. I advise you to reverse-engineer this. How many people do you want in your free challenge or masterclass? At an average cost per lead, how much would it take to get those people? I’ve got Meta ads running for clients with leads that cost £0.40 and £5.50. There are so many variables that will affect Meta ads, so it’s important to understand that you will need to test, test, and test a little more.
I hope this snippet of information has inspired you to tap into the pool of clients waiting to hear from you via Meta ads. If you do anything after reading this, please make sure you have a pixel installed anywhere you are sending traffic and if the thought of setting up your own ads fills you with terror, get help.
If you have a smaller budget – you may be better off using that money to learn how to use ads yourself, rather than outsourcing. But you don’t necessarily need a huge budget, you can get started with £10 / $10 a day.
If you would prefer to outsource, find someone you relate to, feel in alignment with, and who has good feedback or is recommended by others. If you’d like to grab my free Meta Ads Masterclass – 5 tips for success, along with a Meta Ads checklist, you can do that here. I look forward to seeing your awesome ads in my newsfeed.
About the Author
Name: Katie Colella
Professional Title: Business Mentor & Strategist and Meta Ads Manager
Bio: Katie is a multi-award-winning business mentor & strategist and Meta ads and launch strategist. She helps women in business get from where they are to where they want to be, by filling in their visibility and marketing gaps, helping with launches and growing businesses.
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