All The Spend But No Sales?

If you're following the Facebook Ads strategy I share inside Facebook Ads Mastery For Authors, you're setting your daily budget at the Campaign level, using Advantage Campaign Budget.

This allows Facebook to decide which Ad Sets within the Campaign to spend your money on.

The "traditional" way to set your daily budget is at the Ad Set level.

But when you do this, you're forcing budget into Ads that may be terrible, and you can lose a lot of money.

With Advantage Campaign Budget, each Ad needs to "earn" spend.

Facebook determines which Ads deserve spend based on their engagement (views, likes, comments, etc.) and performance (clicks, sales, leads, etc.).

What's happening though if an Ad is earning spend, but it's either:

– Costing a LOT to generate a sale OR

– Generating ZERO sales

If an Ad is earning spend, it's clearly doing a fantastic job at attracting attention and getting eyeballs on your offer.

But with each Ad creating its own audience, the Ad is either:

– Attracting the WRONG audience OR

– People clicking on the Ad have no idea you're selling a book OR

– There's a disconnect between the Ad content and the information on your book product page

So, the key is to craft Ads that speak to your ideal reader and create product pages that fulfil your ideal reader's desire.

Easier said than done, but with consistent testing (using Dynamic Creative), it's very possible.

And for context, out of every Ad I create, I see around a 10% - 15% success rate.

So don't expect every Ad you create to be a home run; most of them will flop, but that's ok.

You only need a handful to scale up and turn Facebook Ads into a book sales machine.

Must dash... the boys will be waking up soon, it's daycare today, and I've got one more module to create for The Direct Sales Blueprint For Authors course.

To Your Success
– Matt