One of my clients got FB ads for $.10 per click and we made back $.40 for every dime we spent. We ultimately ended up with $60k in revenue from $10k in ad spend after about a month.
Another client boosted sales 15% and brought in an extra $8,000 in revenue in 3 days through retargeting campaigns.
1) Case studies from happy customers
2) Organized quotes and stories where our customers talked about their biggest challenges that relate to our product.
1) Use case studies for retargeting campaigns.
Have a simple ad showing what a customer’s life was like before and after they bought your product. You then send them from the ad to read the full case study. Then from there, you send the reader to a sales page or checkout page.
Another option is to use the case study to target a specific objection the reader has. In the ad, tease how a customer had that objection and overcame it. Then say the reader can learn how to do the same if they click and read the full case study.
Doing this my client increased sales 15% within 3 days.
One reason this works so well is these people already know you. What they need is proof your product/service can work for someone like them. Case studies let them see that.
2) To scale on cold traffic, use stories.
You can use a personal story or customer success stories.
Facebook wants you to share positive, affirming, happy stories. And stories are a great way to grab attention and show how you can help people without readers even realizing that you are selling them.
A simple formula for sharing stories is:
– Struggle — the problem the person had and why it was important to solve it
– Discovery — what they learned about solving their problem (this should be connected to what you sell. Ideally, you want a discovery that gets your client to see their problem in a new way. When you do that well, you show how ALL OTHER competition falls short and you are the only game in town.)
– The result — what they achieved and how their life is different now.
To maximize clicks, keep the ad short, maybe 500 words. Don’t give them the full story. Instead, have them click through to get it all. Then you can go into lots of detail on the struggle people faced and how nothing helped until they found your product/service and now their life is much better.
3) Use your customer’s language when describing their challenges, problems, and desires.
For example, one reason my client got ads for $.10 was that before we wrote the ads, we asked our audience the #1 struggle they were having with their children (My client is in the parenting market). We noticed three big themes that occurred. So we created an offer and wrote ads that hit on those themes and used the customer’s own words.
So for example, our audience talked about how they struggled to get their kids to get along. So we made the ad all about the challenges of having kids who constantly fought one another. We talked about how hard it was when your kids would get physical, boss each other around, and put each other down. These are all problems our customers mentioned and the actual language they used to describe those problems.