Show Notes

Paid ads are a great way to scale faster and give your business growth a push. There are a lot of pros, and a couple of cons to keep in mind.

Listen in as I start this series about paid ads; the good, bad, and the ugly.

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Hey there. Thanks for listening and welcome to the marketing matchmaker podcast. If you're looking to grow your business, increase your revenue and scale your impact all while staying true to who you are and the people you serve. This is the show for you. I'm Jennifer Tamborski, digital marketing strategists, fractional CMO, and founder of Virtual Marketing Experts. My team and I work with six and seven figure coaches, consultants, and online entrepreneurs who are tired of playing the guru game of one size fits all marketing. They're ready to create a business and marketing strategy that actually builds relationships with their ideal clients creates massive shifts in their business and rapidly increases their revenue. As your marketing matchmaker, I'm going to help you find the perfect marketing match for you. This show will teach you how to reach your ideal client, connect with your audience, build that perfect relationship and generate more revenue. All through a process I like to call dating your ideal client. Now let's go have some fun!

Hey there, welcome back to Marketing Matchmaker. For those of you that don't know, I actually run this podcast as both video and audio. So this podcast is up on YouTube. If any of you are curious about what I look like or prefer video to audio, head over to YouTube and search for Marketing Matchmaker, and you will find all of the podcasts there as well. And you may be wondering why I'm telling you this.

Well, here's the thing last this last week, I actually went on vacation with my family and we had a fabulous time in the Smokey Mountains. And I came home with a little bit of a sunburn because, well, we forgot sunscreen. I mean, it was beautiful. The weather was so gorgeous. It was, I don't know, about 60 degrees. So we weren't even thinking about the heat of the day, obviously, or really the sun, but spending so much time outdoors in very clear weather did give me a little bit of a souvenir on my forehead, nose and cheek.

For those of you watching on YouTube, that's why I'm a little pink right now. PSA, for all of those of you are heading out on a vacation or just outdoors in general, remember to put on some sunscreen, the sun is out no matter what the weather is. And while this is something I know, I completely forgot this time around.

Okay. Onto some actual marketing topics, because that's why you came. That's why you're listening to me today anyway. So I have actually decided to start a series on paid traffic. I love paid traffic. It really does provide businesses a way to speed up the growth of their business. We really love to accelerate the timeline that they're able to grow. Every business can hit those high six and seven figures. It's a matter of how you're going to go about doing it. And I've found that paid ads is a fabulous way to do that.

Whether you are doing a low budget ad or whether you are investing a good amount of money into your ads, both are effective in really bringing in leads, sales, and your audience in general.

So we're gonna do a bit of a series on paid traffic 101. This week, actually this next couple of weeks, is going to focus on Facebook ads. And the reason it's broken down over a couple of weeks is because this my friends, is the beast of all advertisers. Facebook ads is the number one platform to advertise your business. It is primarily a B to C platform, meaning that your business is a business to consumer platform. Rather than a business to business outlet.

If you are a business to business outlet, there is a fabulous way to send ads to businesses over on LinkedIn. And I will be doing an episode about that in a couple of weeks. Right now we're gonna focus on Facebook and all of the why, what, and how's of using Facebook ads in this day and age. So let's start with the pros and cons of Facebook ads, because there are pros and cons.

Facebook is a fantastic platform and it really uses what we call "interruption marketing" incredibly well. So for those of you that don't know what I'm talking about, interruption marketing is kind of like, well, when we were younger sitting in front of the TV and the McDonald's commercials comes up, right? It interrupts what you're doing to present you with an item that you might be interested in. And Facebook is fantastic at this.

I know that a lot of people are leery about the amount of data that Facebook contains about us. And the reality is, is that that data does allow them, the analytics of that data allows them to really serve you things that you're actually interested in, rather than all of the various other things that you may never wanna see. It's kind of the whole point of Facebook; it is interruption marketing, as opposed to search engine marketing, SEO, which, or even Google ads, because they are also a paid traffic. However, they are a search engine, paid traffic, which means someone has to be looking for the thing that you sell in order for them to buy from you.

So whether or not Facebook is a good platform for you really depends on the type of marketing you need and the type of marketing that serves your business well. Sometimes Google ads may be better. Sometimes Facebook ads may be better. And sometimes both, actually most of the time, both is the best option for you.

Search engine marketing is really, Google ads in particular, is kind of like the yellow pages, right? For those of us that remember looking up the plumber, finding, you know, P and plumber and looking up all of the options. That's what search engine marketing does for you. Whereas interruption marketing, you can put that problem in front of people who don't even know they have the problem.

So it's fantastic for the coaching industry. That's what of Facebook ads work so well for the coaching and info product industry, because sometimes people aren't even aware that they have a problem, much less, that there is a solution to the problem they have. And interruption marketing can absolutely solve that. Reality is, is that just about anybody can advertise on Facebook. Now, there is a caveat to that. There are rules on Facebook. They have a whole guideline of rules that you must follow in order to advertise on there.

So people that are selling weapons cannot advertise on Facebook. People that are selling drugs, whether that's CBD or marijuana or people that are selling alcohol cannot advertise on Facebook. Those are big things that Facebook bans. And there's a lot of other things on there as well that you can't advertise on Facebook. So while just about everyone can advertise, you have to be very careful in that you are following Facebook's terms of conditions and their guidelines when it comes to advertising. Always keep that in mind.

Facebook really does give you the opportunity to connect with a huge and diverse audience. I mean, seriously, they're 2.8 billion users on Facebook, and that means that it is one of the largest social media platform out there. When you consider Facebook and Instagram, because when you're running on Facebook, you can also run on Instagram, as the two platforms in the meta business model, you really are able to reach an immense amount of people.

And speaking of reaching people, Facebook also allows super microtargeting, which I always make this joke that we can target people based on their shoe size, which isn't exactly accurate, but it's not far off. I was talking a little bit ago about the amount of data that Facebook really has when it comes to working with our audiences.

And that really does make it so that you, as a business owner can target people based on things that they do. Things that they buy, things that they believe, things that they follow, things that they wear. All of that kind of stuff can be targeted when it comes to Facebook. It allows you to create custom audiences that you can test out, to see where your audience really lives. What is it that they're doing? Who is it that they're following all of that kind of information.

For those of you that have an audience already, and that have buyers, Facebook ads allows you to use, to build lookalike audiences, which is amazing because it allows you to take your pool of people that already know, like, and trust you. And it finds what their commonalities are, and then creates audiences based off of those commonalities. That really does allow you to target a lot more of the people that are like the people you want to work with.

Those look alike audiences are money makers for people. It really does allow you to create this ability to reach people that you normally wouldn't have because they are already similar in nature to the audience that you're already connected with.

Facebook ads also allow you to reach people based on your business goals. Every business has different goals. Your goals for your Facebook ads may to grow your email list. It may be to grow your audience. It may be to sell something. E-Commerce, something along those lines. There are multiple ways to really connect with and use Facebook to really reach those goals. Depending on your goals, you're better able to set up an ad where Facebook will deliver to people that will do what you want them to. Right? So if your goal is to connect with and bring people onto your email list, they're going to send that ad out to people who are more likely to give you their email address.

If your goal is to sell X, Y, Z product, they're gonna send that ad out to more people who are likely to buy. Knowing that and determining the ad, but based on what your goal is, really helps you to control what it is the ads themselves are doing compared to Google ads, right? Google ads basically sends them to a page. You don't have the ability to really control the people who are coming to the page and what they're doing, right? The "why" they would go to the page. So it's just a different model. And it is a unique thing on Facebook in that you're really able to focus that much better.

You can also decide your budget. So let's say you only wanna spend $5 a day. You can absolutely just spend $5 a day on Facebook and run those ads for however long. Now, how much traction you're gonna get on a $5. A day ad, really depends on what the goal of the ad is. Every goal has a different set of costs to it. So if your goal is really to have people maybe going to your podcast and listening to it, you can do a $5 a day spend on that easily and start building your audience based on their interaction with you. It's very easy to set at a budget and stick to it on Facebook.

Facebook also has a ton of ad placement options. You actually, this is a great way to test what's working in your business. So you can put things into people's feeds, which I'm sure we've all seen, right? We're scrolling through Facebook and there pops up an ad in between our friends posts. We also have story ads again, I'm sure you've seen them when you're looking at stories and ad pops up. You have the ability to do an instream ad, which is in the middle of videos.

You have search ads, you have message ads, which I am loving right now. Using messenger ads in Facebook is really killing it with some of my clients. You can do in, article ads, which mean when people click on an article on Facebook and they go over to another site, the ad is in that article there's apps, ads. They can go into the WhatsApp ad. They can go into other apps out there. And then there's always the audience network, which pushes those a ads out into different games and apps and that kind of thing. So there's a lot of different ways you can place your ads and really noticing what is working with your audience is really important because you can disconnect some of those ads.

So maybe your audience doesn't really respond to the audience network ads. You can take that out and just keep them on the Facebook platform, or there's a lot of options when it comes to these kind of things. So just keep that in mind, when you're looking at Facebook ads, there is a ton of flexibility and ability to grow.

You also have the ability to use images and video, as well as copy, which again, when you compare to Google ads, you're not using images and videos, unless you're doing YouTube ads. And we will get to all of that in some other episodes, but, when you are using Facebook ads, you're able to use both. So you can see what your audience connects with, whether it's video, whether it's images, what's going to grab your audience's attention.

It's also easier, well, it was easier to determine your cost per, per conversion.

With the new iOS update it's a little more difficult, but it is still, you are still able to do that. Depending on which industry you are in a cost per click can be relatively cheap. Actually, depending on which audience you're targeting, your cost per click can be relatively cheap. So if you are a B to C, if you are a business to consumer, meaning you are selling directly to a consumer, you are much better able to connect with and move them through your funnel on Facebook ads, rather than some other platforms.

Those are really the benefits of using Facebook ads. Now, before we wrap up, I really want to touch base on some of the cons when it comes to Facebook ads. The biggest con at the moment is iOS 14. So if you are not aware, cuz this is about a year old. Now that iOS has made significant changes when it comes to, to Facebook. Apple created an iOS 14 update that allowed their users to stop tracking on Facebook, which means that you are a little less likely to be able to connect with apple. Well, it's not that you're less likely to connect with it's. It's harder to track apple users than it is Android users.

However, I've also heard recently that Google is coming up with something similar for Android users. So we'll see how that plays out in the next year. But right now, what that really means is that you get to set up a secondary tracking process. You don't wanna necessarily rely solely on Facebook for your data. And I've honestly never relied solely on Facebook for our data, especially for like emails and purchases and that kind of thing. You can get that data from a Third Party that is really better suited for B2C.

Facebook is a fantastic platform for business to consumer rather than B2B. If you're looking for B2B, I would suggest heading over to LinkedIn ads.

There is also a learning curve when it comes to Facebook ads, let's be honest, the rules change, there's constant in the back end. There's always updating going on. The algorithm changes all of these pieces of the puzzle of Facebook ad makes it more difficult to DIY your Facebook ads. Facebook ads are really best done by those of us that spend all of our time in Facebook, because we're very aware of not only what's going on right now, but also what's coming up and what we need to plan for in the future.

If you want to DIY your Facebook ads, I would suggest that you find a good course that can walk you through all of those pieces. Reality is, is that Facebook ads, especially nowadays can be costly if you are trying to do them yourself and you do not know what you're doing. So keep that in mind that when it comes to Facebook ads, either dive into learning how they're done really well or hire professional to do it for you.

Okay, that's the end of this episode. I am going to be continuing to dive into Facebook ads over the next three or four episodes. We're gonna dive into how to use Facebook ads, the types of Facebook ads that are available and why you would want to use them as well as things like your audience targeting and how to set up your best ad for you and your business.

So in the meantime, if you have decided that Facebook ads are right for you and your business, and you want some help in growing your business, increasing your revenue and scaling your impact, head over to yourmarketingmatchmaker.com and sign up for a free marketing exploration call. I would love to learn more about you and your business to see if we might be able to help you grow and scale.

Thank You for listening to the Marketing Matchmaker podcast. If you enjoyed this episode, I would love to hear your feedback. Please head over to iTunes and leave a review so we can hear from you. And if you are a coach, consultant, or online course creator who are looking to grow your business, increase your income, and scale your impact connect with me at yourmarketingmatchmaker.com. I look forward to hearing from you.