Should I Use Facebook Ads During My Launch

Welcome to episode 336 of Hit the Mic with The Stacey Harris.

As promised at the end of last week's episode, I'm keying off a whole series of three Facebook Ads-related podcasts. We're going to start today with one of the fundamental questions, which is, "Should you even be using Facebook Ads as part of your launch?" I want to bring this up because, A, I know a lot of you are launching, a lot of my clients are launching. We've been doing a lot of one-on-one calls with people who are going through launches and who want Facebook Ads advice. We know that this is a massive time of launching. We're a little bit into the new year now, it's time to stretch your legs. Get those things that you've been working on creating rolling out. That's awesome. I'm so excited because I love seeing what you guys are creating and offering. The question then comes up, "Should you even bother with Facebook Ads?" Most often this question comes up because of budget. That's where I want to start with.

A lot of people ask me, "Well, I only have X amount of dollars to spend." Maybe it's $100, maybe it's $500, maybe it's $1000, is that really enough to run Facebook Ads? Here's the reality is, yes. $100, $500, and $1000 are all enough to run Facebook Ads. You do not have to have a $10,000 budget to run a successful ad campaign. Here's the caveat, though. Your successful ad campaign is going to look different than somebody who has a $10,000 budget. Also, your targeting is going to need to look different. You cannot the target the same size group when you have a $100 as when you have $10,000. You just can't. You have to be more specific. You have to be really, really tight with your targeting. You're not going to get 5,000 people on your list for $100. Make sure that you're paying attention to your expectations. Make sure you're paying attention to your targeting. Don't let budget stop you from creating an ad campaign. You can absolutely run a successful campaign with a small lower budget.

That's really, for me, in my opinion, that's really one of the biggest benefits of Facebook Ads, is that you can run a successful campaign at any budget. It really does, it allows you to do things on another level that we haven't always had the opportunity to in the past. When we think about advertising days gone by, when the extensive advertising was billboards and commercials and things like that. Yeah, no, $100 budget is not going to get you real far. However, in the land of social media, $100 budget will get you a whole lot further than it would in traditional media. Yes, even if you have a small budget, you can absolutely run a Facebook Ad campaign. Here's the thing, though. You need to pay attention to that targeting and to the goal. Be really, really clear about how you're spending that budget.

For me, when we have clients who have really, really small budgets, let's say $100. One of the things we'll do is instead of running an ad campaign to a cold audience created through interests and things like that, we will run an ad to a lookalike audience with half of our budget. Then we'll run a retargeting ad with the other half of the budget. Now, $50 will not get you a ton of opt-ins. However, will you then talk about a retargeting ad to your email list, to the people who have been on the page before. You start to get narrower and narrower with those warm leads, you're able to do a little bit more. We'll actually run retargeting ads to people who have been on the list and spent time on the website. Saying, "Hey, here's the opportunity that we're giving you," whatever the offer is, and actually go right for the sale from there with that other half of the budget.

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