Facebook Ads Strategy: How Marketers Can Win With Facebook

Do you use Facebook ads?

Want to make them more effective?

To explore how to create a successful Facebook ads strategy, I interview Nicholas Kusmich.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.

In this episode, I interview Nicholas Kusmich, author of Give: The Ultimate Guide to Using Facebook Advertising to Generate More Leads, More Clients, and Massive ROI. He also heads up the H2H Media Group, where he consults and manages accounts for high-profile speakers and authors.

Nicholas shares how the four M's can help you plan your Facebook ad strategy.

You'll discover the three key elements every Facebook ad needs.

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Here are some of the things you'll discover in this show:
Facebook Ads Strategy
Nicholas' Story

Nicholas got into Facebook ads almost by accident. He had been marketing his products on the Internet without any success, even though he followed what everyone said to do: Create a course or ebook, and get paid traffic to sell it. His next step was to try Google ads, but then Google had another algorithm adjustment.

Fortunately, around that time, two websites' ad platforms were being released in beta: Plenty of Fish (the dating site) and Facebook. Nicholas jumped in to advertise his products on both and soon realized Facebook was going in a very aggressive direction. He was in the right place at the right time. Nicholas learned about Facebook advertising very quickly and got the advantage of being an early adopter. This was about five years ago.

These days, Nicholas runs his marketing business with two key services. His boutique agency serves clients in a fully managed scenario.

His business also offers marketing training and consulting for business owners and entrepreneurs who want to implement their marketing for themselves.

Listen to the show to hear what Facebook ads were like in the early days.

The Role of Facebook Ads in Marketing

Nicholas loves the paradox of Facebook's size. On one hand, Facebook is an enormous platform: around two billion users log in for at least a few minutes each day. Therefore, regardless of your type of business or message, your prospects are probably using Facebook.

Moreover, you don't need a 30-second spot on the Super Bowl to reach hundreds of millions of people. With Facebook, you can do that with a few clicks of a button.

On the other hand, Facebook allows advertisers to zero in on a small, specific audience because Facebook aggregates data. Facebook notes where people check in, what they like, whom they follow, and what they mention. And it makes that kind of information available to advertisers.

So, for instance, if Nicholas wanted to target a Beverly Hills housewife who lives on a particular street based on her zip code, and who shops at Whole Foods, has an Amex card, and spent money on it in the last seven days or so, he could.

This capability makes Facebook an interesting platform for an advertiser (a business owner or entrepreneur) who has a message, product, or service and who knows the audience they're trying to reach. Facebook allows people to advertise at far lower cost than traditional advertising.

So in the grand scheme of marketing, Nicholas believes Facebook advertising is the best direct-response platform and distribution channel to get a message to your ideal prospects.

Listen to the show to discover the joke at Nicholas' office.

How to Put Together a Facebook Ads Strategy

A lot of people focus on the tactics, such as how much to bid for the ad or what objective to use. Those are legitimate concerns, but Nicholas doesn't think they're the big needle-movers.