How To Lower Your Cost Per Click And Increase The Response Of Your Facebook Ads – Sandi Krakowski, The Small Business Mentor

Before we get started and I jump into this article, let me tell you what my background is, my past experience and WHY the tips I am going to share with you today, will work. I built my very first business online just a little over 20 years ago. That was when Google first started, and the only way to really get traffic to your website, outside of commercials, magazine ads and other very expensive methods, was to buy pay per click PPC ads, and drive traffic to the things you were promoting. Let me just say this: PPC has come a long way. Back in the early days of PPC and banner ads, we targeted keywords that people were typing into the search engines that related to our products or services. We targeted people who went to similar websites, bought similar items and had a proven track record of using specific keywords. It was much easier.

I am going to share with you in this article how I get great conversion, how I built a page with over 1.2 million people and have more than 45%  of those people are engaging with me daily. LISTEN UP Ya’ll…. I’m also going to show you how to DATA MINED my way to huge success and profits but studying other business owners on other platforms and targeting all of the people who were already interacting with them but were being IGNORED on Facebook. Heeheehee I’m smart. I know. AND we reach over 3.6 MILLION PEOPLE per week! Keep listening… 

In a social media world traditional direct response marketing and PPC advertising will not work. You CAN NOT target simple keywords or hashtags and traditional demographics and expect to get the same results that you were on Google or other PPC platforms. This is why I teach the BEST method to use with social media is the following:

Step One: Facebook ads with the original offer

Step Two: Google ads for the remarketing ads to follow the prospect all over the internet

Step Three:  Facebook ads for remarketing ads to additionally follow the prospect all over the Facebook platform

But if you use traditional direct response marketing on a social media platform like Facebook, it won’t work.  I want to share with you what WILL work and WHY we have historic conversions on this platform. After spending over $1.4 million dollars through Facebook ads and generating more than $8.9 MILLION dollars in sales (that’s an insane ROI if I might say so myself) I’ve learned a few things about how to lower your ad spend, get higher click through ratios and create more engagement on the ad to increase the response. 

Facebook Ads How To Lower Your Cost Per ClickHere’s just a small example of what I’m talking about. We spent $34,000 and did $418,000 in sales. Crazy, huh? But we did NOT use traditional direct response demographic targeting. We didn’t use traditional PPC ad keyword searches and we most definitely DID NOT do what most social media marketers are teaching. I’d like to show you what we did do and how YOU can lower your cost per clicks fast and increase response and conversion. 

Three Steps To Lowering Your Cost Per Click and Increasing Conversions

1- Lowering Cost Per Click: People write me all the time and say something like this, “OMG! This ad I have was creating 300-400 likes per day at just $15 per day. It was amazing. Then all of a sudden the costs goes up! What the heck is Facebook doing?!?! Did they change their algorithm? Is anyone ELSE seeing this happen?! I didn’t touch the ad. WHY is it now costing me twice as much and I am only getting 100 likes per day?!?! Someone help!”  

Has this happened to you? Where you have a great ad, highly targeted, where thousands of new people are liking your page and engaging with you and then BAM! the ad starts diving? Let me tell you why. The #1 thing that causes this is NOT Facebook changing their algorithm like people say.

It’s the unique dynamics of the social media world, first and foremost. Facebook is a marketing firm at it’s core, driven by COMMUNITY and content. We are advertisers who are asking for permission and paying to put OUR content- our products and services, in the middle of this community. SO pay attention…. 

Initially, your great ‘like’ ad was excellent content, people were engaging with it and your directive was happening ie. you were getting a lot of highly targeted likes to the page. So, Facebook, as a good marketing firm, charges you very little, because they can produce a LOT of engagement and likes for very little effort, which is what you HIRED them to do. But then, because people have a lot of content in their feed, they saw one too many cat videos, they had a bad day, Facebook starts showing it to new people, the trends on the platform change and a hundred other ORGANIC FEATURES of the culture of this platform, things change, and fewer people are engaging and Facebook has to work twice as hard to get the same result on your ad and content so they are going to charge YOU twice as much!

Your ad spend goes up, the results start going down and the war begins. Trust me, it’s not Facebook’s algorithms. It’s your content, the nature of the social media platform, a ton of stuff in people’s feed and well, it’s TIME to write a new ad. So what! Get over it! Don’t write a gnarly post on your profile, complain about Mark Z, find some social media influencer who will listen to you and write a bitchy letter to Facebooks Ad team. Just change your ad, for crying out loud. It’s the nature of this platform. It’s gonna change daily. It is DRIVEN by people and content (community), not Facebook. So go create another ad, target new highly targeted people with the tips I teach in my Facebook Ads 2.0 class, drive traffic to micro-niches just like I teach, and go get great results again.  

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When we do an ad in a magazine, we never see people getting disinterested. We don’t see them looking at other ads, other magazines, other content. We simply do not see that entire process. ALL we see is the traffic coming to our website, or our phone line or whatever else we create a DIRECT RESPONSE TO. This is direct response marketing at it’s core. We place an ad, put it in front of highly targeted people and hope the content gets a big direct response to whatever we are driving it to. BUT……. and this is a big but, so pay attention... on Facebook, the content changes a lot. People’s mood change. Their interests change. The trending news that people are sending about this topic and that cat video and this presidential election and that celebrity CHANGE hourly and because of THAT FACT, we, as wise marketers, must be willing to change our content. 

I write several ads per week. Some will create great results for months! Others will create a result that lasts about a week. I will then do this simple step:

If these steps don’t cause my price to go back down and the response back up, I write a NEW AD. I go into FanPageKarma and find some more micro-niches and write a new ad and it works! The price goes down. So when your ad starts to bomb, don’t blame Facebook, just go put that EXACT SAME AD in front of new people and you’ll get GREAT response again. It’s that simple. Quit getting so emotionally attached to your ad spend and go get results, for crying out loud! 🙂 Love you, I mean it.

2- Increase Response- Now, after you’ve read all of this, remember that the content is changing a LOT so we as wise advertisers can NOT put ads in the feed that look like commercial pitches. We have to create ads that have more ‘organic’ appeal to them and feel like friend’s posts and relationship-style content. We have to have photos of people that our highly targeted audiences can relate to, that are more natural!  Then, when that ad goes in their feed, they will respond to it, most times, without much thought. YAY!!!

This is WHY your ad cannot have a photo of your product, your result, and your store! We want to see PEOPLE and it is going to convert much higher and get better response if we use photos of the kind of people our product and service help. Test it out yourself. Do an ad with your product showing AND do the exact same ad, to the exact same people, with a picture of the kind of people it will help. Get some stock images of real live people having a great time and use that photo. WATCH what happens to your response.

It’s one of my TOP 3 SECRETS I have never really shared before. When I use real-live images of people who look real, my ad converts at a rate of about 60% more. It’s crazy, I know! But it makes sense when we think about it. People see selfies all day long, and their friends content. So when I post an ad with a more natural looking person in a great environment that people can relate to, real life images, like families at dinner tables, and people walking on a side walk, or Moms in the middle of the store with their kids, or people at work laughing and texting on their cell phone, the ad conversion goes WAY UP.

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3- Micro-niches will win every single time! Here’s a big tip for my small business owners. In my Facebook Ads 2.0 class I show you step-by-step how to target to micro-niches that have less than 100k followers. We start with the highest- converting target market and we go down to about 5-10 micro-niches. When we do that the response goes way UP and our ad cost goes way DOWN because Facebook can get a lot of interaction with those target markets. 

But here’s a big tip I’ve never shared before. Go to InstaGram or Twitter in FanPageKarma and find a page that is having RIDICULOUS response. When you find this person or company or whoever it is, then find the pages they are connected to on Facebook through Audience Insights. (You’ll find this under tools in the Facebook Ad Manager like I taught in my 2.0 class.)  THEN…… find the small pages that these people connect to. It’s crazy, my friends! HOW EASY this is.

You’ll get RIDICULOUS results with this. The method I just mentioned is how we get great response with my new apparel store Today’s Mood. We find the rockstars on InstaGram and then target their followers on Facebook because so many boutiques and clothing companies are flat-out IGNORING them on Facebook.

Hint Hint. This is EXACTLY WHAT I DID with social media influencers and small business owners. Smart, huh? It worked! These social media influencers have been ignoring Facebook for so long and their highly-interactive BUYING clients are on that platform daily talking to everyone, so it was super easy for me to target them and sell millions of dollars in products to them.

It’s not hard my friends, but you gotta stop blaming Facebook for your poorly converting ads and high ad costs. It’s your content, your targeting and your photos. I give you some RIDICULOUS advice you should have paid for in this article that is for free. If you want more of this kind of training and want to build the business of your dreams with less than $15 per day in ad spend, get my Facebook Ads 2.0 class TODAY!!! If you are in direct sales …. listen up!

If you’re in a direct sales or network marketing business I have a special offer for you!! BUY 1- Share 1!!! Right now, through March 3rd, you can buy my BEST SELLING “Facebook Pages For Direct Sales” class that has helped over 65,000 people for 50% OFF! But that’s not all! You can also SHARE it with a friend, for free! Yup! You read that right. I’ll send you a link to share with one new team member!

Facebook Ads are a dream come true for small business owners. Go get some great results with this teaching and then run to my Facebook page and tell me about your results! I’d love to feature you to our over 3 million clients, on my blog and in email as well.

With love,

This content was originally published here.