It’s been generally accepted that Facebook is now one of the best tools for online salespersons to use as a marketing channel. The number of daily Facebook users is massive. It’s greater than that as Facebook offers advertising tools that can penetrate the precise targets and match each business line. Anyway, be reminded that Facebook Ads are not magicians that can grow sales for you, there’re more important factors than accurate Ads which are the product itself and the content on each post. This theory must start with excellent content but your Ads will never be superb if the content is poor. Most importantly, each content doesn’t need only engagement because great content can’t stand alone. The content should be both “captivating and profitable”.


Follow 3 steps to create content; start telling what customers want to know and then things they should know. Finally, end up with an offer that they can’t refuse. 

1.     Telling things that customers want to know and results or benefits they will get from our products. Never jump into the product presentation at first.

2.     Telling what customers should know is to present our products to confirm that an outcome derives from our communication in Stage 1. That means our products deliver good performance as said.

3.     “End up with an offer that customers can’t refuse”, You may close a sale with emotional sentences which are widely used such as “If interested, click here to order” or “If interested, send Inbox for more details”, etc. Using sensational in a sentence shows your deep understanding to customers, for example; selling earrings and shooting the Ads to men who have girlfriends, and using this sentence to close sales “How long haven’t you bought a wonderful gift for a woman whom you say I love you every day? Buy earrings that every woman will be happy to receive them”.
 

When there is good content, it’s like you have the best bullets ready to shoot the Ads. Shooting Angel Ad is to use only one Ad for the whole year. There are so many Ads to run throughout the year but sometimes they are angels that grow profits while some other times they are like normal people that create regular sales. They can also be Satan that once you shoot them, the loss is yours and you need to close the business down for a while.

4 Factors that affect profit when shooting Ads on Facebook

There are 2 major groups comprising Add Variable and Reducer Variable.
Add Variable includes 3 basic factors.

1.  The number of coming in people through either Inbox or Line@, or via phone calls. For example, 50 Inbox, 40 Line@, and 10 phone calls making a total of 50+40+10 = 100 (counting the total number of Ads from all campaigns on that day).

2. Closing rate. This is a simple step. Referring to #1, how many % we can close from 100 people? Suppose we get 40%, that means we close with 40 orders. 

3. Profit per order for a representative. This is a factor to select products for the representative. For those who shoot the Ads, if you the stock product at 250 baht from the retail price of 500 baht, that means your profit per one item is 500 – 250 = 250 baht per item.

There is a tricky formula for setting the rate of the selling price. Even though you can’t close sales or close with 1 item per order or 10 items per order, your Ad budget remains the same; therefore, you should grow sales as fast as possible.

4.  Cost: Is there any concern apart from products? There are some expenses that need more calculation. Roughly, the advertising cost that we pay to Facebook is actually hidden costs for administration fees, water, electricity, internet, office rent, and miscellaneous. Many businesses go bankrupt because their budgets don’t cover all costs and they lack income. Anything that you pay is considered a cost.

After knowing 4 variables, let’s see how the formula works.

Here are some processes to create Angel Ad.

1.       Tracking: Create Pixel Funnel to collect detailed information. You must know how many people read your Ad completely, how many people read it partly, which part of Ad that people read and stop reading, how much the sales cost is, how much you can grow sales. If you know all those deep information, you can improve content precisely. You will know “what offers you should provide, and what type of message to use”, and you can develop the first two equations to boost sales more efficiently. “The right offer, the right message” will turn your Ad content into Angel content which Facebook views as good content. However, no matter how great your content is; if the Ad doesn’t hit the right target, it will not generate an outcome. 
 

2.       Conversion: Shooting the Ad with a conversion campaign like “Aren’t you a lonely guy who loves chatting?” Instead of shooting the Ad to “the message sender”, you should shoot the Ad to “the shopaholic”. All those samples are Ad shot by the Conversion campaign. If you get information from Pixel Funnel, you will set up a Conversion campaign in line with what you want. The picture shows how to set up and alert Facebook for shooting the Ad to “Click Purchase” which hit your purpose. Facebook then gets the point that you need the real purchaser, not just people who pop in. So, your equation to grow sales are a bit more perfect, and you will gain the right people and more sales accordingly. Besides, your Ad will reach those who are really interested in your products so the Ad will score better as well as engagement rate. As a result, Facebook is satisfied with your Ad content, and there comes an origin of Angel Ad which will create sales volume for you in the long term. 
 

3.       Lookalike Audience (L): Allow Facebook to create a target group. The information from Pixel Funnel will provide data of people who are truly interested in you so you will no longer use your imagination to create a target group from interest. You just take data from people who order products or those who read your Ad thoroughly and then create a Lookalike Audience. Facebook will be able to find a group of people duplicating those who are interested in you such as creating a Lookalike Audience who “click purchase over the past 30 days”. And that will enhance your Ad to run to “the right people” more accurately. At this stage, your equation to grow sales is much stronger. 
 

4.       Retargeting (R): Deceiving until it’s the right time. Even though there is an Angel Ad, not everyone who sees it for the first time will decide to purchase products immediately. Is that right? (Think about the last time you saw an Ad and then ordered a product right away, that’s quite rare, isn’t it?) You have to create supplemental Ads or Retargeting 2-3 Ads. Have you shot Retargeting Ad before and it didn’t work? That’s because it didn’t hit the right target. Retargeting will work best if you know the behavior of people who see your Ad. You will have their data by tracking from Pixel Funnel. In the first stage, if people read half of your Ad and stop, keep shooting the same Ad so they can see it more often. If they read the whole Ad and don’t purchase products, shoot another Ad with a limited-time offer of promotion. If they have already bought products, shoot Ad that offers special discounts for “Exclusive customers”. When you retarget the right people with the right message, the repeat Ad will finally reach them at the right time.

It’s been said that to creating a word-of-mouth page or growing tremendous sales in order to gain 100% success; 20% comes from Ads and the rest are products and good content including other factors. However, shooting Ads to penetrate our right target under reasonable cost should not be overlooked. Many people focus on increasing the advertising budget to boost sales. In fact, bombarding the advertising budget is not the only factor to make a profit. Once you know how to create an “Angel Ad”, the right offer + the right message + the right people + the right time will generate an outcome as “sales” that all businesses mostly want.

References

https://adsidea.net/%E0%B8%A7%E0%B8%B4%E0%B8%98%E0%B8%B5%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%A5%E0%B8%87%E0%B9%82%E0%B8%86%E0%B8%A9%E0%B8%93%E0%B8%B2%E0%B8%9A%E0%B8%99-facebook/

https://www.incomeinclick.in.th/tclr-4-steps-running-effective-facebook-ads/

https://www.fbadsmaster.net/post/summarylivekhungap