Running Facebook Ads is Easy?

How hard can it be? I (naively) thought back in 2020 when I first started running Facebook Ads for my wife's books.

A few images, a few pieces of Ad copy, and we're off to the races.

Wow, did I have a lot to learn.

Yes, Facebook Ads is simple, but it isn't easy.

It's not just about getting cheap clicks, although that does stroke our ego, and theoretically, makes our money go further.

But if you're attracting the wrong people to click on your Ads, it doesn't matter if you're getting $0.01 clicks, it's a waste of money.

Each Facebook Ad you create needs to speak to your ideal reader.

Why?

Because each individual Ad builds its own audience, based on the content of the Ad.

The Facebook Ads algorithm will find people to show your Ad to by assessing 1,000's of data points within your Ad:

– Elements of the image/video

– Words used in the Headline

– Words used in the Primary Text

I've used reader review quotes in my Ads before such as "best book I've ever read" and given zero context to the genre of the book.

These types of Ads flop. 100% of the time.

On the other hand, "best fantasy book I've ever read" provides more insight into the genre and makes it easier for Facebook to find a better audience and performs 10x better.

Every time I build a new Ad, I now stop and spend 20-30 seconds studying it to make sure it's speaking to, in my case, fantasy readers.

If it's speaking to a too broad an audience (e.g. readers of any genre), I tweak it.

Gotta run... as I write this (6am), I'm watching the camera feed of our twin boys' bedroom and I can see they're starting to stir; time for Daddy to make breakfast.

To Your Success
– Matt

P.S. If you want to learn how I create and test Facebook Ads and come up with unlimited ideas for my Ads, be sure to jump into Facebook Ads Mastery For Authors.