Paid ads aren’t magic 🪄
Nor are they poo 💩
Paid ads are a fantastic tool to use in your business, and much like any exercise you may prescribe to a client, it’ll work better for some than for others, and should be used in the right amount.
Things Out of Our Control
💁♂️ Other advertisers
💁♂️ Population size, and receptivity/reluctance to advertising
💁♂️ The algorithm and versions of Facebook/Instagram currently deployed.
Things In Our Control
🙋♀️ Ad Creative (Images/Text/Headlines – i.e. messaging)
🙋♀️ Campaign Settings & Budget
🙋♀️ Organic content
🙋♀️ Lead nurture and sales
In short, we can’t decide when someone is ready to start exercising but we can do our best to have our message be the first thing they see, with a message that resonates with them and the proper follow up to help them start.
Lead Ads generate conversions with people you otherwise wouldn’t have the opportunity to talk to. This is the bulk of your ad spend budget.
You’re going to get the lowest cost leads here, but you’re fishing with a net – you’ll catch the fish but also some sludge and boots 🐠
Expect 90% attrition and 10% conversion.
Think of these ads like a vending machine, asking people to take immediate action. The other campaigns are like billboards, they develop your front of mind awareness.
Engagement ads get more people to see your organic content, building your know, like and trust factor. These will show to people likely to interact with your ads, not necessarily take action 👍🏼
Traffic ads will show to people less likely to give their info on FB/IG and who like to browse and research. The conversion rate is lower than a lead ad, and harder to track, but will sweep up those who won’t complete lead ads 🚸
Overall, the more presence you have online, both paid and organic, the better your chances of reaching your ideal client when they’re ready to start their fitness journey with you.
If you want someone to take the hassle out of managing this for you, book a call with me here.