I did it.
Finally after weeks of putting it off and talking myself out of it, I got my ad campaign live for one of my brands.
I think the fear of putting something out to a cold audience for fear of being judged and being scared of it not working was holding me back too much.
You only ever find out how something’s going to turn out when you do it.
So I’m going to run you through a text-only overview.
On a side note, I’m getting to a point where a lot of the stuff I want to share and that I’m learning, is better served by video than by text but I don’t currently have the resources to put out content, document what I’m doing and get videos recorded, edited and uploaded.
As a result, helpful content that documents what I’m doing might slow down a little bit but I’ll do my best to keep pushing forward with it so you don’t lose out!
And in the mean time, I will use screenshots and embed other Youtube videos if it will help.
First off, what is a Facebook email optin campaign?
Basically exactly that.
It’s an ad campaign you run to get people to give you their email address so you can grow your mailing list and market to them over email instead of on Facebook.
(For more info on writing emails that actually engage your audience and sell, I do teach this in a lot more depth to my own mailing list here).
So basically the journey for a lead is:
- They see the Facebook ad
- They click on the Facebook ad
- They go to the landing page
- They decide whether or not they want the lead magnet I’m offering
- If not, they close the window
- If yes, they hit the button and enter their email address
- They get added to my mailing list
- They get an email with their lead magnet in it
- I can keep marketing to them by email.
So the basic tech set up for a Facebook email optin campaign
The absolute minimum things you want to have in place before you start:
- A landing page – where you’ll be directing people to via the ad
- Your lead magnet – the freebie you’re offering
- Mailing list software – you can check out my recommendations here
- Your Facebook pixel installed (how to do this depends entirely on what landing page software you’re using. Honestly I would just go to Google and search “How to install Facebook pixel in [whatever platform your website is built on]“
- Your ad copy written
Optional but really useful to have:
- Set up a custom conversion so you can track performance.
- I get this setup wrong more often than I get it right so I’ll let someone else show you this:
My Set Up
First up my landing page.
The basics you need to know:
- There is only 1 action someone can take – opt in to my mailing list
- Punchy headline explaining what they’re getting
- Bullet points with a bit info to entice without giving too much away
- Some kind of image/graphic of the product
- My face and blurb about me so readers can trust me
Also you’ll see there are 2 buttons on there.
Both open the same pop up which has the form for people to enter their email address.
This is called a 2-step optin – People have to take 2 steps (press button, then enter email) to opt in to the list.
Don’t confuse it with double opt in (which is where someone has to confirm their email address before they can be added to a list).
And my ad.
There’s no set hard and fast rule for Facebook ads.
Things vary depending on brand, industry, niche, target audience and overall ad set up.
But there are some best practices which I’ll explain below.
So some best practices:
- People can only see the first 2-3 lines of an ad unless they press on the ad or press ‘Read more’ so you need to make it count
- Something they can relate to or a question that will get an implied yes like “Are you tired of [whatever problem your product/service solves]?“
- An image of the product can often help
- Or an image/video that stands out enough to get people to stop scrolling – this is called a pattern interrupt
- There’s no set rules for how long the text of an ad should be and depends on your whole set up – it’s something that you just have to test out for yourself but generally if you’re trying to get someone to buy directly from the ad itself, longer text seems to work better. For something free, the trends are a lot more varied.
Some other best practice tips
- Make sure you test everything on your landing page to make sure it all works before getting your campaign live
- Check the page on multiple devices – desktop, mobile and tablet if you can
- Have the main action at least once as soon as the page loads (in other words high enough on the page that someone doesn’t need to scroll down for it – this is called “above the fold”).
- Try to match the ad image to the image on the landing page and use similar colours – that congruence helps keep the trust of someone who was willing to go off of Facebook
- Double check your targeting settings – Facebook’s ad targeting options is worth a whole series of posts but basically go for 1 gender, narrow age range and a small selection of overlapping interests. The more experience you get, the more you can experiment here.
As a general bench mark for this kind of campaign, in my own head:
- Conversion on landing page of 10% or more (at least 10% of people who get on to the landing page submit their details)
- 1% link click through rate from Facebook – so of every 100 times the ad is seen on Facebook, at least 1 person clicks
It’s been running a few hours – campaigns usually take 48-72 hours to stabilise (Facebook’s algorithm goes through a “learning phase” to figure out who to show the ads to) – but I’ve had 2 link clicks from 150-ish views and both opted in so 1 in 75 click through rate and a 100% conversion rate apparently.
If that conversion rate stays the same, unsurprisingly I’ll be incredibly happy.