Today we’ll share five takeaways from Andrea Vahl’s talk at Author Marketing Live, where she provided tips for getting the most out of Facebook ads. Vahl is a Social Media Consultant who helps small businesses and authors understand and leverage social media to grow their businesses. She is the co-author of Facebook Marketing All-in-One for Dummies, and you can find her in disguise on the Grandma Mary Show.
1. Facebook Ads are now a subscription model. This was the biggest takeaway for me and helped me reframe how I think about Facebook. Since the social media platform reduced organic reach for pages, it’s been hard to see Facebook as an asset. Vahl explained that Facebook basically created a subscription model, and you can spend your time or cash to reach your audience on the platform. It’s unfortunate, but you still can leverage the platform to build your email list through your website.
2. The largest part of your ad budget should be reserved for email opt ins. Facebook ads can help you get new likes, engage with your followers, and generate sales. Most importantly, you can use it to send readers to your own site to join your email list. As we’ve said before, you want your fans congregating on digital real estate you own, so use your budget accordingly. A sample budget of $50 might be spent this way: $35 for posts that allow fans to sign up for your email list, $10 to boost content posts, and $5 to generate new likes for your Facebook page.
3. Promote your post within the dashboard; don’t boost from the post. Boosting increases the reach of your particular post, but is not an ideal way to send readers to your website. For more detailed information about the distinction, check out these posts where Vahl explains the difference between boosted and promoted posts and how to choose the best ad to reach your goal.
4. Take advantage of the ninja text. The headline for your ad can’t be more than twenty-five characters, but you can use other parts of the ad to share content. Twenty percent of your ad image can be a text overlay (Use this tool to make sure you’re within the limit). You may also use 200 characters available in the news feed link description under advanced options.
5. Use Facebook Ad Reports. Facebook Ad Reports allow you to see how well (or poorly) your ads are meeting your goals. You can view clicks, click-throughs, and conversions. These reports are particularly valuable when you want to split test different variables like images and demographics. In this post, Vahl explains how to set up meaningful reports.
Facebook is still a great way to share information and send people to your website where they can join your email list. Although it would be nice to have a free service, you can take advantage of what Facebook does offer to grow your author business. Using Facebook Ads to your advantage will help you make the most of your ad budget.
Is there one takeaway here that you can apply now? Do these suggestions inspire other ideas that you want to run with? We invite you to share in the comments below what’s next in your own journey to successful authorpreneurship. We’ll keep sharing more Author Marketing Live takeaways and other resources here in the coming weeks. Be sure to sign up for regular updates from the Captain’s Publishing Blog so you won’t miss any of these posts!