Have you tried your hand at running some Facebook ads? Maybe like me, when I started out, you tasted it and failed spectacularly or maybe you got some likes on your page, you got a few comments on your ads, but you still haven’t quite worked out how the money you spent on the ads is bringing money back into your business. I get it. When Facebook pops up that little message that says, “For $20 you can reach 100,000 people” it’s very tempting to want to hit the boost button, but please, I beg you, before you hit the boost button again or before you create another ad campaign, make sure you have these three things in your business.

Number one, you have to have a Facebook pixel on your website. Having the Facebook pixel installed on your website means you can build custom audiences of people who actually visit your website. Custom audiences are like buckets of people who have viewed your products or engaged with your content on your website. One of the benefits of having your custom audiences set up is you can create look-alike audiences of those people, so now you have two buckets of people who fit the description of someone who’s likely to buy from you. When you send your ads to these custom audiences or look-alike audiences you’re putting an offer in front of someone who already knows you, already likes you and already trusts you, and so they’re far more likely to buy from your ad. Compare that to sending your ad to people who’ve never heard of you in their lives. Installing the pixel is not rocket science. You can go to a website like fiverr.com or upwork.com, where can pay an expert to do it for the cost of a cup of coffee.

The second thing you have to do before you’re running your ads is go into the ads manager and create these custom audiences. Imagine I told you, “I can hand you a bunch of your ideal customers who already know, like and trust you, and are ready to buy from you the next time you make an offer.” That’s pretty much what Facebook does with its custom audiences. You can create a custom audience of people who have visited your website. You can create a custom audience of people who haven’t visited your website in a while.

You can create custom audiences of people who’ve watched your videos. You can create audiences of people who are on your email list. You can create custom audiences of people who viewed specific pages on your website or people who liked your page, or you can create audiences of people with specific interests that might overlap with your product or service. Then, as I mentioned before, you can create look-alike audiences of those customer audiences. Seriously people, please don’t run ads if you haven’t yet created your buckets of warm audiences ready to buy from you. You will get so much more value for your money on Facebook when you target warm audiences.

The third thing you have to be clear on before you start running Facebook ads is you have to know how you’ll be measuring the return on investment for the money you’re giving Facebook. Raise your hand if you like giving Mark Zuckerberg your money without getting any money back. Yeah, I didn’t think so. Before you hit that boost button, you better be very clear on how you’re making your money back. Getting likes on your page feels great, but it doesn’t pay the bills. Getting views on your videos feels awesome, I know, but it does not put money in your back pocket. When you run ads to get leads into your business and you have a clear plan on how you’re going to turn those leads into sales, then you can start measuring the return on investment for all the bucks you give to Zucks.

There you have it, folks, three things you have to have in place before you start running ads on Facebook. If you have any questions for me on how to get started with Facebook ads, pop your question into the comments box because I love, love helping entrepreneurs get started with Facebook ads. As always, sharing is caring, so share this video with someone who’s just starting out with Facebook ads and wants to succeed. So go, be Facebook fabulous this week, and I’ll see you next week. Bye.