Welcome to the second installment of our series A Guide To Facebook Ads For Races. Since you're back, I’ll assume that Part 1 left you on the edge of your seat, begging for more knowledge bombs. And I’m about to drop them.
Last time, we covered how to target the right audience on Facebook (both for “likes” and to drive race registrations), and how to create the right images for your ad to convert your audience like crazy.
So this time, let’s dig a little deeper.
How To Write Ad Copy
If I had a dollar for every time someone said to me, “why do I need to learn how to write ad copy? Writing is writing...right?” I would be outfitted in top-of-the-line custom running shoes from now until eternity.
For those of you who don’t know, let me go on the record as saying no, writing is not just writing. Developing copy for Facebook ads and developing copy for your website or your email marketing are all totally different ballgames.
To illustrate my point, let’s think of your race as a movie that a studio is getting ready to release. If your race is the movie, then your Facebook ads are the teaser trailer. You want to give people a taste of the upcoming movie (your race), but not give away the entire storyline. Rule #1 of writing copy for Facebook ads is to always leave them wanting more - that is what’s going to compel folks to like your page, check out your online race registration page or sign up for your email list.
For example, instead of writing “Sign up today for our email list”, try “Want to be the first to know when registration opens and be eligible for a KILLER giveaway? Sign up to learn more!”
See the difference?
You also want to make sure that you use a clear call to action in your ad. Because if you write an awesome ad and then don’t tell your athletes what to do, they’re going to say “Oh! Well, that was a nice ad...” and then promptly forget about you.
A good rule of thumb for your call to action is to assume your athletes have the comprehension level of a kindergartener. Whether your CTA is “click here to register today!” or “like our page for training plans, nutrition updates and first dibs at registration!”, make sure you spell it out for them.
Another absolute must is split testing your ad.
Split testing is putting multiple variations of the same ad head to head. Think of it like Celebrity Deathmatch: The Facebook Ad Edition.
Split testing your ads is going to ensure that you get the best ROI on your ad campaigns. While you probably don’t think it matters whether your stock photo has a runner in a purple shirt or a runner in a yellow shirt, let me tell you...it does.
When you’re split testing, you only want to test one variable at a time. Running an ad to your free online registration that has a picture of a monkey in running shoes and split testing it against an ad for your training plan that has a group of sweaty runners in a bear hug…yea, that’s not really going to give you much information to go on.
Create an ad, and then change one thing - the copy, the image, whatever. Once you see which is performing better, you can then rinse and repeat until you’ve got an ad that’s converting so well your athletes are getting carpal tunnel from clicking on it so much.
The question on everyone’s minds. How much should you spend on Facebook ads?
And the answer is...it depends.
How much you budget for Facebook ads really depends on lots of factors that are unique to each event.
The first thing you’ll want to look at is - what’s your end goal? Do you want to drive 10,000 people to your online race registration page? 500 new opt-ins for your email list? 100 likes on your Facebook event page? Assign a dollar value to that end goal.
Then, you’ll want to look at who you’re going to be targeting. Are you going after your own audience (which is going to require much less budget) or are you going after your competitor’s athletes (mucho mas dinero)?
You’re also going to want to consider the value of each action from a Facebook ad. Are you selling a $295 dollar marathon registration or a $30 5K registration? Hopefully, you can afford to spend a bit more per click if you’re charging $295 to run your race than you would if you’re charging $30.
While the cost per click for your Facebook ads will definitely vary, you can expect to pay anywhere from $.50 through $5 per click. And remember, not all of your clicks will convert to help you meet your end goal.
Run a small test campaign to see what your conversion rate is, and then put together a budget that will give you a solid ROI and not max out your dollars.
Now that you have the keys to the Facebook ad castle, go and conquer it.