Common Questions About Facebook and Instagram Ads
If you own a beauty business, using Facebook and Instagram ads is one of the best ways to gain new customers and appeal to your target audience.
As someone who frequently receives inquiries about advertising on these platforms, I want to share some of the most commonly asked questions I get.
Whether you are new to FB/IG ads or have tried them without success, I have the answers you need. If you work in the beauty industry, whether as an Esthetician, Med Spa Owner, Solo Injector, Lash Artist, or Permanent Makeup Artist, using Facebook and Instagram ads correctly can do wonders for your business. So, peruse the questions below and get ready to attract your ideal clients with effective ad campaigns!
What’s the right amount of money to spend on advertising to get results?
The appropriate social media advertising budget for your business will depend on various factors such as your advertising goals, budget constraints, and the type of service or product you're promoting. However, for beginners, a reasonable starting point would be to spend between $5 to $10 per day.
If you aim to attract a lot of clients quickly or advertise a high-value service priced at $300 or more, it may be beneficial to increase your daily ad spend. Additionally, if you're testing different ad formats or strategies, it may require a higher budget.
Regardless of your situation, it's wise to start with a small budget, track the performance of your ads, and adjust as necessary. This approach allows you to analyze the results and make informed decisions about how to optimize your ad campaign
My ads keep getting rejected, what do I do?
I know this one is SUPER frustrating and annoying.
One possibility that your ads are being rejected is that you're in a "rejection loop," meaning the algorithm has flagged your account for a single rejected ad and is now blocking all your ads. (This happens all the time for new ad accounts)
To fix this you can try a couple of different options:
Create a simple ad by uploading a photo of yourself and adding a brief caption that introduces your business to your local community. Keep the ad straightforward and avoid adding buttons or links. This easy-to-create ad may be just what you need to regain favor with the algorithm.
In the Facebook Ad Manager, you can appeal the decision by making any changes they request.
Ensure that you're complying with the rules of ad acceptance to avoid rejection. Specifically, avoid mentioning personal characteristics such as weight or physical appearance and instead focus on positive messaging. Additionally, avoid using "before and after" pictures or claims. You can review Facebook Ad rules in full here.
What is changing about ads? What works right now?
Reels! Reel-style ads have taken over! These "ads'' don't actually look like ads, so they engage viewers more effectively. A well-edited, one-minute video showcasing your spa, a treatment snapshot, or one of your best-selling products can make a great Reel-style ad.
To create compelling Reel-style ads, experiment with different transitions and text overlays. Once you've created your Reel, download it and use it as an ad to promote your business.
To stand out and attract new clients in the crowded world of social media advertising, quality is crucial. This means producing high-quality videos and using creative and humorous captions. However, attention spans are decreasing, so it's important to keep your content short and sweet
How do I target the right people with my ads?
It's a common misconception that ads fail because of incorrect targeting.
However, in reality, targeting is a fairly straightforward process where you select your desired demographic, geographic area, and a few basic details.
You don't need to delve into detailed targeting such as interests to ensure your ad reaches the right audience. Facebook's algorithm is very advanced and is capable of determining the appropriate targets for you.
What are the most important numbers I need to look at to tell how my ad is doing?
Monitoring the metrics of your ad closely is crucial as it helps you determine if your ads are effective and profitable. Reach and Impressions indicate how many people have viewed your ad. If these metrics are low, you may need to adjust your ad or target a larger audience.
However, the most important metrics to focus on are:
Results (number of leads generated)
Cost Per Result (amount spent per lead)
Conversion rate of leads to appointments
The value of those appointments
By using these metrics, you can calculate the total revenue generated by your ad compared to the amount spent. If the ad revenue isn't significantly higher than the ad spend, it's time to make adjustments and fine-tune your ad for better results.
Can I advertise multiple things at once?
This is a common question I receive all the time. People often become eager to promote all their business services or products, but then they get anxious when I advise them to focus on promoting only one service or package in their ad.
It's important to have patience.
You should be testing out different videos, captions, and headlines to promote one product or service.
Once you have narrowed down one offer, you can then add another. However, I don’t recommend running more than 2 ads at one time because your ads will start to compete against each other, resulting in wasting ad spend.
The key is to focus on one thing at a time and exercise patience.
Is there a difference between boosting a post and running an ad in the Ads Manager?
ABSOLUTELY!
I set up all my ads in the Meta Ads Manager, and they work really well.
Here are a few reasons the Ads Manager works so much better than boosting posts:
You can test out multiple audiences, and split-test your ads by testing out multiple videos, headlines, captions, and more (this is the #1 hack to get better results!)
You can look deeper into your analytics and get a better understanding of how your ads are actually performing
You can set up more complex automated messaging features to communicate with leads and book them in.
Basically, don’t bother boosting posts. Run ads. Trust me!
How do I know what to advertise?
To have a successful ad, it's important to have a compelling and unique offer that creates a sense of urgency and scarcity. But how do you decide what to promote?
Consider promoting something that is currently trending or in high demand, or something that aligns with an upcoming holiday or event.
Another effective approach that many beauty professionals overlook is simply asking for feedback from your community and clients.
You can create an Instagram Story Poll with a few options, ask clients who visit your spa to gauge interest, and get valuable input. This not only helps you choose the right offer to advertise, but also generates buzz and anticipation for your promotion.
How important is the creative (visual) to the success of your ad?
The video or photo you use in your ad is the visual that captures your audience's attention. It's essential to make sure that your visual is eye-catching, as it will stop people from scrolling and make them look at your ad.
However, a great visual alone won't guarantee a booking. Your caption and offer are equally important in converting viewers into customers.
While visuals are critical, your ad should not look like a traditional advertisement. Instead, strive to create content that feels like an engaging Instagram Reel or Story - something that connects with your audience and offers real value.
What’s the difference between a great Facebook ad and a bad one? Why do some work while others don’t?
To make your ad convert, there are certain guidelines that you should follow, including an irresistible offer, a captivating caption, an attractor video, and an easy way to book an appointment.
However, even if your ad includes all of these elements, it may still not perform well.
That's why it's important to test out multiple ads, typically at least 5 per campaign, with different videos, captions, and headlines.
Through testing, you can identify which ad performs best and adjust your strategy accordingly. Since it's difficult to predict what will work for a particular audience, testing is essential. So, the key to success is to keep testing!
What call to action should I do to get my ad to convert? What is the “next step” we should tell people to take after seeing the ad?
The call to action is a crucial part of your ad as it prompts people to take action and book with you. With so many options available (send a message, follow a link, call the spa), it can be challenging to decide what to ask them to do.
The key is to make a clear decision and then communicate it clearly at the end of your ad. When doing your own ads the easiest call to action is to direct people to Messenger as it allows for easy communication and exchange of photos, which helps to recommend the best treatment or service for them.
Remember, the call to action is all about making it as easy as possible for your audience to take the next step and book with you.
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