The Mistake I made with Facebook Ads

3

Last week I talked about a horrible Facebook ad journey I took. This week I’m going to share how I actually made a mistake with Facebook ads. It’s not as easy as it looks!

For the past week or so I’ve been trying to create Facebook ads for a lady I work with (see picture above – that’s her!). It was a long learning curve and very new to me. I want to share with you what I learned and how to not make the same mistake I did!

Michelle has released a free 7 day fitness and diet challenge and I’m helping her promote it. We started using Facebook ads and I wrote the ad copy and audience targeting while she created the beautiful images.

Once you create an ad, Facebook has to approve it first. I’d made two ads but one of them kept being declined. I read and read through the Facebook Ad Guidelines but I couldn’t figure out what was wrong! We had no vulgar content, no mention of alcohol and we weren’t being rude. What was wrong? A bit further down I’ll show you the first 2 sentences of the ad I made.

I emailed Facebook and they sent a very nice reply. Read it below:

Thanks for writing in. I’m here to help.

Your ad wasn’t approved because it doesn’t follow our language policies. We’ve found that people dislike ads that directly address them or their personal characteristics (ex: age, gender, race).

Ads should not single out individuals or degrade people. We don’t accept language like “Are you fat?”, “Wanna join me?” and the like. Instead, text must present realistic and accurate information in a neutral or positive way and should not have any direct attribution to people.

Please make the necessary edits and recreate your posts. If it’s an ad created from the create flow, you can edit it in your ads manager.

My ad started like this:

“Can’t lose those last 2 pounds? Has the scale stopped moving? You need my FREE 7 day–” (etc.)

Aha, so I figured out what was wrong! You’re not allowed to mention any personal attributes to people. I thought this made it more difficult because for dieting and weight loss you want to evoke an EMOTIONAL response in people. But hey, it’s Facebook’s rules! I’ve changed the ad and hopefully it gets approved. I’ll let you know how it goes 🙂

Have you ever tried using Facebook ads? How did it go?

Do you have any experience writing ad copy?

Have any suggestions for me of books I could read about writing ad copy?

Man, I wish University taught us this!

If you want more information about Facebook Ads, check out this blog here!

How NOT to Sell on Facebook (Rant Post!)

This morning I came across a Facebook ad that said ‘How to create a 60 second blog content plan’ with a sign up button. Obviously I signed up, I want that! Who wouldn’t want to know? When I got to the sign up page and added my email address it said ‘watch this video before reading your 60 second blog content plan’ so I did.

(c) WowTowel

It was an 8 minute long video trying to sell to me how to write amazing blogs. Yeah it seemed useful and ‘was only $7’ but all I could think was ‘I got no value from this video.’ I say give value THEN ask for business in the blogosphere.

I wasted 8 minutes of my time and didn’t learn anything. I just learn that this marketer supposedly has knowledge in blogging and wants to sell me his stuff.

I go check my email to get my 60 second content plan, but no, it’s not there. First thing I receive is a ‘thank you for subscribing’ and how I’m going to be emailed all his content bi-weekly. 15-20 minutes later I finally receive the 60 second blog plan. It’s a great plan I have to say, but his execution process from Facebook to the landing page to my email was so shaky.

I felt more annoyed than satisfied.

The thing that annoyed me the most was the video. Why should I pay $7 when I haven’t been given any value yet? Hundreds of marketing companies give FREE valuable content daily through their blogs. If you want to know a really great resource for digital marketing content and tips I recommend Social Media Examiner.

So the first time I stumble upon your page you try and TAKE value from me? Seems unfair because nowadays you need to give people free content FIRST so they trust you.

(c) CoSchedule

As you can see from the image above first you must build your network. You do this by communicating with others, sharing blog content, commenting on other blogs. Also you should find out about your potential audience. You can do this using Facebook formulas and I talk about Facebook formulas here.

Next you prove you’re an expert. This is done by giving away stuff for FREE! Create a series, give away some tips – show you know what you’re talking about.

People need to know why you’re different from the competition, make it clear to yourself and others.

Lastly create doorway content. I think what they mean is to create little snippets of content that links to other content in a series so your followers can’t stop clicking on your links!

What can we take away from this?

1. Don’t sell to a follower on the landing page if you’re giving them free content! Let them sign up and get their free goodies and then later down the track once they trust you, they may become a customer. You look money hungry otherwise.

2. Don’t give too many call to actions. Humans can only process so much information, if you give us too many CTAs we’re going to exit out because we don’t have that much time in the day! Make it easy for us 🙂

3. Don’t have the free content come AFTER the first email. What’s best is the free content and the ‘thank you for subscribing’ is in the SAME email. I didn’t sign up to subscribe to your content, I know that’s a by-product of getting something for free, but don’t make it obvious. I’m here for what I signed up for – the content plan.

Have you ever come across an annoying sign up process for a blog or free content? Has a brand ever tried hard-selling to you in inappropriate places?