If you’ve arrived at this blog because the idea of any type of advertising for a dollar a day seems too good not to explore, you’ve made a smart choice. Facebook allows for some of the most cost-effective advertising on the internet. I generally don’t recommend Google Ads to anyone not willing to spend $500 a month at minimum, and I don’t think LinkedIn ads will make an impact without a budget of $600 a month to start. However, Facebook only requires $30-$360 a month to produce results. What’s the catch? Well, it’s simple, much like most types of marketing and advertising, it needs to be done correctly.
So to get started, we need to pick out the right type of content for our ad. When utilizing the dollar-a-day strategy, nothing works better than video. Ideally, you have already uploaded a few videos to Facebook and have used them in posts. If so, you have an idea of which videos your followers have engaged with the most.
The first reason video is important is straight forward: You can track engagement down to the second. This is critical when you want to know what ads are working. Sure, it’s great to see how many people saw an ad, but isn’t it better to know how long they engaged? Knowing who voluntarily sat through your entire video and who clicked out after only a few seconds is a dollar-a-day key to success.
The other reason to use video might even be simpler: Video works. Facebook sees over 8 billion video views a day. Yeah, that’s billion with a “B”. Additionally, HubSpot reports that 85% of markets are using video. What does it mean? It means that you really don’t want to be someone who is not utilizing these impactful tools. Get behind video.
I should note that if you are not a film major, there are a lot of online options to help you create simple videos fast, but many of them will push you toward using slides with a lot of text. Facebook is not a fan of videos that are text-heavy, so I recommend using still images with slow a slow pan and zoom if needed.
It’s not the goal of this blog to walk you through a step-by-step process; rather, I want to give you an overall view of how and why this works.
The process is simple but will sound complex. Picture three buckets. The goal of this strategy is to move people from bucket #1 to bucket #2 and then to bucket #3. We only move people to the next bucket when we know they are ready. In this example, the third bucket is where we get our leads. Straight forward, no?
Now let’s turn that bucket example into an actual ad strategy. Each bucket is really an ad campaign. The first campaign can contain 1-3 ads. These ads show to anyone (in bucket #1) who fits your target market. For more information on Facebook targeting, click here. The people in this bucket will see your ads and like most Facebook ads they have the option to click on them, ignore them, watch all of your video, or only watch some of your video.
If someone in Bucket #1 (campaign #1) watches 10 seconds or more of a video… well, they must have been at least somewhat interested in what you have to say. Otherwise, why would they watch something for that long? So, we move that person to Bucket #2 (campaign #2).
In Bucket #2 we have new ads. If someone in this bucket watches one of these ads for more than 10 seconds, that means they have voluntarily watched at least 20 seconds of our videos between the two buckets. If you think about it, that’s a real commitment to listening to what you have to say. So now we take this person and put them in bucket #3 where we attempt to convert them into a sale or a lead.
Bucket #3 (the third ad campaign) is all about getting people from Facebook to your website. Luckily, we know that the only people in this bucket are people who genuinely want to learn more about what it is you have to offer. The videos we show here can be a little more on the “salesy” side.
If this all seems like a lot, it’s because it sort of is. That’s not to say it’s overly complicated. It’s easy to find a step-by-step guide with just a simple Google search. However, the best approach is often to let the professional markets set this up for you while you run your business. Who do I suggest? SMA, of course, but if you don’t go with us, I still would recommend finding a marketer you trust that is also familiar with this strategy.
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