Facebook Ad Strategy Follow-Up

My original strategy was to run brand ads to gain awareness. While I still believe this was a correct move, I do no believe I have the budget to implement this strategy the way it is designed to work.

Facebook Ad Strategy Follow-Up

If you’ll recall from my previous issue, I was running an advertisement through Facebook’s platform to try and drum up some business for my photography business.

I’m disappointed to report that I spent almost $80 with no leads. Even after changing my ad copy, strategy, and offer.

Let’s break down what I changed.

The Strategy

My original strategy was to run brand ads to gain awareness. While I still believe this was a correct move, I do no believe I have the budget to implement this strategy the way it is designed to work.

I fully support the idea of running a brand awareness campaign, if your budget allows, so that potential customers can go from freezing cold to just a little chilly.

The Pivot

After spending around $25 on this with no bites, I decided to pivot the strategy to clicks. This is the next step in the process as this will get potential clients on my website to view more of my work.

I did see several clicks and a pretty decent click through rate. However, I decided to end the campaign after it reached $70 in ad spend because I have not booked a client. I know that it takes money to make money, but I did not think that shilling out $70 from a shallow budget was the best idea.

The Results

In marketing, and especially during testing, you’re only supposed to change one thing at a time. This allows you to really pin point what is working and what is not.

Because I was limited by budget, I changed multiple things at once. I guess that could be my downfall, but that was a chance that I was willing to take.

I changed up my ad copy a bit. I included an offer and I changed the landing page to match the ad. These changes resulted in a decent click through rate, but no conversions.

This brings me to the conclusion that my offer was not compelling enough to win over the final conversion.

Final Thoughts

In order to be more successful with this ad approach, I need to rethink my offer.

Beyond spouting off marketing knowledge, I’d love to get a bit of input from anyone willing to help. What do you think would be a compelling offer for you to trade your email address to a photographer?

Outside of a free shoot, is there any information, checklists, etc that would be of interest for someone who would like their photo taken?

I’d love to know what your thoughts are on this matter or the results of my ad campaign.