Many business owners face a lot of fear when it comes to running ads, knowing that ad budgets can swiftly disappear without the right strategy in place. I recently tapped into the expertise of ads manager extraordinaire Jackie Ellis, who revealed her secrets to making every ad dollar count. Today, I’m sharing her top tips on ad testing, savvy budgeting, optimizing landing pages, and the vital role of messaging in your business’s success.

Testing your way to ad excellence

Jackie had faced a lot of frustrations when it came to testing. When seeking advice from industry experts, they often replied with “just test it”. But with so much to test, she didn’t know where to start and with countless variables to consider, it seemed like an impossible task.

This frustration led Jackie to devise her own testing method, inspired by her daughter’s fifth grade science! Testing just one variable at a time was the back-to-basics approach that made perfect sense. Instead of juggling a multitude of changes simultaneously, she focused on isolating individual elements in her ad campaigns.

This method, as simple as it may sound, has been the cornerstone of Jackie’s success over the years. It’s essential to understand that while the world of Facebook ads can be complex, there are fundamental principles that always apply. Testing one variable at a time is one of them.

So, what are the key variables Jackie recommends testing?

They boil down to three major components: message, image, and headline. These are the elements that have the most significant impact on the performance of your ads. By testing them individually, you can easily identify the copy that resonates with your audience, the visuals capture their attention, and which headlines drive action.

By adopting this method, Jackie and her team have gained valuable insights into what truly works in their ad campaigns. It’s a straightforward approach that simplifies the testing process, making it easier to decipher the data and make informed decisions.

So the next time you embark on a Facebook or Instagram ad campaign, remember Jackie’s sage advice – keep it simple, and focus on testing one variable at a time. With this approach, you can refine your ads and achieve better results without the overwhelm.

Strategic ad budget allocation

Allocating your ad budget wisely can make all the difference. With a slightly increased budget, you can expedite the data-gathering process, and reduce the testing timeline significantly.

For instance, if you’re testing three different versions of ad copy, Jackie recommends a budget of $60 per day, allocating $20 to each ad copy variation. This enables you to gather substantial data within just two days, providing you with clear insights into which copy resonates best with your audience.

Budget recommendations can vary depending on your specific business, industry, and niche. If your cost per lead is relatively low, you’ll still get meaningful data with a smaller budget. But if your costs are higher, you might need to adjust your budget accordingly.

Even if a lower daily budget feels more comfortable for your business, it will simply extend the testing duration. In the end, the results will likely be similar – it’s just a matter of time.

But why is data so valuable, even if it doesn’t immediately translate into conversions?

Whether it’s a click or a conversion, these numbers provide insights not only into your ads but also into your business as a whole. They help you refine your messaging and strategies, making your advertising investments even more potent.

Many people often look at marketing (and specifically running ads) as an expense rather than a revenue generator. If you can shift this mindset and reallocate funds from other non-essential expenses into marketing, this can be the key to a steady flow of leads and sales to help you compete in the fast-paced world of online marketing.

The heart of successful ads: messaging

When it comes to advertising, there’s a common misconception that the creative aspect (especially video content!) reigns supreme. But in focusing on those elements, people often overlook the most important piece: messaging.

Not everyone feels at ease in front of the camera, and not everyone prefers video content. This discomfort can translate into the content itself, making it less engaging for the audience.

So, what truly matters more than the medium used for your ads?

The words.

The message you convey in your ad is the linchpin that can either captivate your audience or leave them disinterested. An effective message will resonate with your target audience on a personal level, and spark a sense of connection. It should make them feel like the ad is speaking directly to them, addressing the thoughts and concerns they’ve been mulling over for some time.

Whether it’s clicking to learn more, visiting your landing page, or making a purchase, it’s the message that entices them to explore further.

Visuals and creative elements do still play a role, and can certainly optimize your ad. They complement the message but should not overshadow it. So when you craft your ad campaigns, make sure to invest time and effort into refining your messaging because the words you choose, the tone you use, and the story you tell have the power to sway potential customers and increase your success.

Context matters

It’s not just about the ad itself; it’s about the journey you take your audience on. If your ad sparks interest but lacks context on the landing page, you risk losing potential customers. Ensure that your landing page provides the necessary context and builds trust with your audience.

Leveraging chatbots

Chatbots can complement your ad campaigns by engaging your audience and initiating conversations. Whether you use chatbots in direct messaging on social platforms or as part of your ads, they can open the door to meaningful interactions, pre-qualify prospects, and streamline lead collection.

While chatbots are a great way to automate lead generation, it’s essential to strike a balance between automation and human interaction. Engage with your audience personally when necessary, especially when a prospect shows genuine interest.

When interpreting metrics from chatbots, make sure to analyze the data carefully to determine the actual conversion rate and the number of qualified leads as conversations started don’t necessarily equate to leads generated.

With these expert insights, you can now embark on your advertising ventures with confidence and achieve outstanding results!

Want to find out more about how to use facebook ads to accelerate business growth?

Send me a DM on Instagram: @themichellefernandez to get started!

Let’s grow your business together.