Presentation highlights:

00:45 - Can Facebook ads work for you?

02:09 - Navigating the Facebook ads maze

03:11 - Why Facebook ads are good

05:19 - The biggest mistakes you can make

07:48 - Where best to start with Facebook ads

12:19 - A tried and tested method to growing your audience

16:20 - Three Ws you need to think about

18:22 - The power of video

19:22 - How to quickly accumulate social proof

20:49 - What are the elements of a good ad?

24:24 - Rules of scaling

28:40 - Two ways to use Messenger ads

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Transcription:

James: Next up, we're going to continue our traffic journey. Does anyone here use Facebook? Do your customers use it? Because I think that's going to be a really important session for you. So we're going to bring back Ilana. Come on, Ilana. Big round of applause for Ilana Wechsler. Take it away.

Ilana: Good morning, everyone. Welcome back. We've got dusty heads. I know I do.

Alright, so by far and away, the biggest question people ask me when it comes to Facebook ads is, I'm in B2B - Facebook ads can’t work for me. Unanimously, everyone asks me. I talk to business owners all the time and I usually respond one way, I usually say, “Are you aware that there are, according to Facebook, almost two billion people active users on Facebook? Two billion. And of those two billion people, they spend one hour on Facebook or Instagram.”

So, they're there, and they spend a long time on there. So yeah, I would agree with you. I wouldn't go to Facebook to buy new brake pads for my car. No, that's not the first place I'm going to go. I'm going to go to Google for that, right? But, would I be interested in reading an article about the warning signs that I might need new brake pads. Because that's going to impact my family. Yeah, I'd be interested in reading that and then I’m going to do a Google search to buy new ones. But, it's that brand awareness, that market awareness that you can really grow your audience on there.

So, you’ve got to think differently. If you're in a non-traditional business, then you've got to think differently when you advertise on Facebook. So, Ben did an awesome presentation talking about e-commerce but what if you're not in e-commerce?, which I would say a lot of you in the room aren’t. So then, what do you do? You’ve got to think creatively. You got to think out of the box.

Navigating the Facebook Ads maze

OK. So, most people are a bit lost in where they go with their Facebook ads, if they're in the non-traditional kind of business. They know the treasure is there but they can't quite get there.

How do they get there? I can't navigate the maze. And the answer is there’s probably not really one correct maze. There's a real grey area when it comes to Facebook and that it doesn't follow a formula but use that to your advantage. Because it's quite a forgiving ad platform because of the social nature of it....