The A-B-C of Facebook Ads (👉 and ads in general 👈)
This magical formula may sound too simple to be effective, but it has become our holy grail of all things marketing! And not only in running a successful ad campaign, but also in running a successful business itself. But since this is a post about Facebook ads specifically, let’s see how this powerful little formula can help you supercharge your own ad campaigns. But first, the formula:
[A + B + C] = SAFEST
In other words, Audiences + Business value proposition + Competition = Successful Ads on Facebook Every Single Time!
Let’s dig in to see what this really means…
🔤 AUDIENCES– This is where you will always want to start- especially since you can only go so far with offers and marketing strategies without really knowing who you’re selling to. Dig deep into the 3 W’s of your target customers:
Who: Who is your ideal client and what is their demographic? More specifically, you’ll want to define their age range, gender(s), job title(s) and income brackets.
Where: This one isn’t just about their geographical location (although that is pretty important to know too), but also where they spend their time on the internet- what device are they on (mobile/ desktop)? Which platform are they on (Facebook/ Instagram)? What kinds of groups do they follow?
What: Identify your audience’s interests, their lifestyles and most importantly- their pain points. Understanding their mindset and their struggles, and being able to speak their language when articulating those pain points will help you create ad copies that grab their attention right away.
Once you’ve nailed your audiences, you’re already halfway there. The rest of the formula literally falls apart without this super important piece of the puzzle!
🔤 BUSINESS– This middle piece is like a coin with 2 sides to it, each one as important as the other.
(i) Business value proposition: define your offer (start by defining your core offer even if you’re running an ad for a lead magnet, workshop registration or a webinar), and how it addresses the pain points of your target audience that you identified in the ‘A’ part of this puzzle. Ask yourself the 2 H's:
How does my offer address my target audience’s pain points?
How is it different (and better) than their current solutions?
Remember to apply the 2 Hs to both, your core offer as well as the offer you will be running an ad campaign for. This is to keep you focused on the end goal of your marketing efforts- more sales for that core offer!
(ii) Business goals: Interestingly, I find that this is the piece that many entrepreneurs and small business owners end up missing. We get so caught up in our audiences and offers that we forget to make sure that every decision we make, every offer we create and every audience we serve, must align with our business goals. When we miss out on this little golden nugget, we often find ourselves going down a rabbit hole of people pleasing and opportunity chasing, only to eventually find that we were chasing after the wrong people and the wrong opportunities.
🔤 COMPETITION– Keep an eye on your competition! And not just in terms of how your offer and pricing stack up with theirs- I mean use Facebook’s tools to take a peek into what they’re doing with their Facebook ads, and how they’re doing it.
👉👉👉 How to do it: There are 2 ways to “spy” on your competitor’s ads in order to do both, learn from them and get your own creative juices flowing:
1. Go to the Facebook ads library right here, and type in a competitor’s name (or anyone you’d like to draw inspiration from) in the search box. Be sure to check the filter settings if nothing shows up initially. But hopefully what you’re seeing at this point is a list of all the ads currently running by that page! You can look through the ad copies and creatives they’re using, and click on any of them to gain more insights into them such as the demographics of their audience and number of impressions each ad has received.
2. The other way to spy on an ad and find out what audience settings were used (and what I find myself doing most often), is clicking on the 3 dots at the top right corner of any ad in your newsfeed, and selecting ‘Why am I seeing this ad?’. This will pull up a list of all the audience-targeting selectors in the ad- including their geographical location, demographics and interests! Amazing and uber helpful in gaining more insights into your own audiences 🔥
Pro tip: Feel free to use these secret spying tools as a last step before launching your own ads to make sure you aren’t missing anything, or anywhere along the way if you find yourself needing some inspiration. The world (of Facebook) is your oyster!
What framework do you currently use for your ads? Did the ABC framework help in the context of your business and marketing struggles? Drop us a line using the chat bubble below and let us know!
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