3 things to think about before you dive into meta ad’s
You take a deep breath and you open Meta Ad’s Manager.
You quickly shut it again. What the hell is opportunity score, and what is an Ad set? Nope… not today.
Fair enough! It is SO overwhelming. BUT it is also an extremely powerful tool for businesses, so let’s start with a few basic questions to ask yourself before you even open your laptop again.
Who is your ideal customer? Meta’s platform lets you get very specific about who will see your ad, so grab a pen and paper (or open a new Word doc)… we’re going to describe your perfect customer.
But first, remember that you’re not here to reach everyone. The clearer you can picture this avatar (this person), the better your targeting will be.
How old are they?
Where do they live?
What do they care about?
What kind of content do they scroll past, and what makes them stop?
Ask yourself: if I could only show this ad to 100 people, who would I want them to be? And hey, give your avatar a name! Sheila is mine.
What action do you want people to take? This question often trips people up as there are a few options to choose from here. But remember your AD needs one clear job. It’s called a ‘Campaign Objective’.
Book a Call?
Fill in a form? (Leads)
Visit your website? (Traffic)
Buy the product? (Conversions)
Follow the page.
Ask yourself: When someone sees this ad, what is the one thing I want them to do next? Book, buy, enquire, follow or visit? Pick one, and build your ad around that single action.
What does success look like to you? If this were your ultimate dream AD, decide what ‘working’ means. “Is my AD working?” Have you received more phone calls? Have you had a bump in website visits? Is your inbox filling up? Or are there more people following your page?
The reason this matters is because once your AD is live, Meta is going to show you a tonne of numbers. Reach, impressions, clicks, cost per click, cost per result. So if you’re not sure what your objective is, it’s very easy to focus on the wrong metric. And most importantly, it will help you set a realistic budget and work out your ROI once the AD has finished.
Ask yourself: if this ad campaign works, what will be different in my business in 30 days? More calls? More sales? More traffic? Put a number on it if you can.
If you can answer all three of those questions clearly, you are already ahead of most people who try Meta Ads for the first time. If you cannot, that is okay too. That is exactly the kind of thing we work through together before any money is spent.
