I spent the weekend in Las Vegas. And I finally proved that the example I always share about Las Vegas and Facebook ads is accurate. Most of the time anyway.
A lot of times when people come to me to ask for help with their Facebook ads, they don’t realize how gigantic the platform actually is. Approximately 2.93 billion people login to the platform every single day. And contrary to what you might have heard, that number is growing, not shrinking.
What’s more, that number doesn’t include an additional almost billion people who use one of the other Meta platforms every day, like Instagram, Facebook Messenger, and WhatsApp. (In case you didn’t realize it, Meta is the company that owns Facebook, Instagram, Messenger & What’s App.) Most of the time, the ads that we set up for our clients run on every single one of those platforms.
So needless to say, when we’re talking about an audience of almost 4 Billion people, we’re talking about a pretty diverse group. You can find allll types of people using Meta products. Just like you can find allll types of people in Las Vegas.
And that’s where my metaphor comes in. Walking down the streets of Vegas, everyone was trying to sell me everything. I had people selling me shows, sex, music and religion. Among other things. They were all trying to shove their products or flyers into my hands as I walked. Whether I looked like their ideal customer or not.
When we put our ads on Facebook, in the beginning, it works a lot like the streets of Las Vegas. The audience is just as diverse as the jumbled up group of people who are walking the streets of Vegas. Finding your ideal customer in that mess can be challenging. But it’s not impossible.
There are a few ways that we ads managers know how to find your right audience on Facebook. And those ways are a lot more sophisticated than the people peddling their goods on Las Vegas Boulevard. But here’s the secret: More than anything, it’s your content that finds your best audiences. The algorithm and my super sneaky ads manager tricks can help, but it’s your content that seals the deal.
If you have words, images, videos and a free offer that is PERFECT for your ideal customer, then chances are, your Facebook ads are going to be amazing when it comes to enticing potential customers to check out what you are offering on your website.
Craft the perfect irresistible offer for your customer first. Make sure people understand it and want it. THEN use ads to bring in more buyers.