'Interests' for my FB Ad

[jb5150]

So I am taking the plunge and trying my hand at FB promotion for my counselling services. I am playing around with Insights to get an idea of who my target demographic is, but finding it a bit overwhelming.

About my service:
Counselling services for people experiencing relationship distress, specifically codependency and attachment related issues.

I have a few clients and they range from late 20s to 40s. More female than male, and have been struggling with codependency for most their lives.

Most of them either have deep pockets in which case they see me 1-2x a week, OR are covered by their extended medical/insurance plans through work.

Some groups I should probably avoid are 'self-help', 'codependents anon' because I'd imagine most aren't wanting to spend $ on counselling services and would rather find free resources.

I looked up people 22 and up and not surprisingly the vast majority are women, and either in management of health care fields. I imagine many of them shop at Nordstroms too and may also have liked a local 'things to do' page for my city.

Beyond this I find the filtering of 'interests' a bit daunting and was hoping for some assistance on the matter.

 

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[Sequential]

With FB ads - don't assume anything. Split test it.

If you wanna spend $100 a day, spend $10 a day on 10 different adverts until you find the winners. Then narrow it down, combine etc.



Rich people are active in seeking help so they are looking for a service, FB ads is great in providing eyeballs for a service that someone doesn't know they are looking for. You might be better off with Adwords than FB given your profession and their sensitivity when it comes to their personal issues. Adwords ads will show up for them when they type in "co dependancy counselling" for example.

 

[jb5150]

Ok, I took your guys' advice and went with the split test, well I created 2 separate campaigns.

1 ad is directed at men and women, while the 2nd ad at females - why females? Because they're more inclined to seek-out therapy services, particularly for relationship-related matters.

My problem is FB 'interests' for these 2 ads.

Ad 1 audience:

Location - Living In:
Canada: Latitude 49.23 Longitude -123.12 Vancouver (+25 mi) British Columbia
Age:
27 - 50
Language:
English (US)
Exclude:
Education Level: In high school, In college or In grad school, Relationship Status: Widowed, Generation: Baby boomers (US)
People Who Match:
Interests: Information technology, Dating, Management, Family and relationships or Relationship Rules


*for exclusion I figure most students can't afford my services, widowed people often stay alone, and no offence to baby boomers but they're above my target demographic.

*Interests I did some research using FB insight to find a lot of people in IT have relationship interests, and females in Management as well.

Ad 2 audience:

Location:
Canada: Vancouver (+25 mi) British Columbia
Age:
24 - 45
People Who Match:
Interests: Love & Romance, Shopping and fashion, Muscle & Fitness, Health And Beauty, Artificial nails or Relationships

*I Kept this one closely bound to female interests - I'd thought what do a lot of women have interests in and look up when having relationship-related distress and came up with these.


In the first Ad the audience is too broad, and i am not quite sure how to squeeze it down/make it more targeted.


As always your input is welcome and greatly appreciated.

 

[ChrisM]

I assume from your posts OP that your business is local based, you serve people in a geographically defined area.

One method that's gaining popularity is called the 'Carpet bomb' approach.

The basic structure of the 'carpet bomb' approach is to pay to get a video seen by the people in your area. Then re-target the people who watch >75% of the video (a metric that can be monitored with FB).

The reason to use video is that it is considered relatively cheap to use at the moment, it is a medium that FB want to see more of. So it is seen by more people, for less money (compared to a normal ad / article). Plus its a great medium, you can show people what you do. You can wow them with:

• A case study
• How a session would work (explaining how it works)
• Showing the people who work with/for you (building trust)
• Show them how its done (educating them).
• Something that shows the results, the benefits, of what you provide.

And what is useful is that people who are not interested will just skip it. Say its put in a 35 year old, happily married mans feed, they're not interested, they'll flick right passed. But... the people who are somewhat interested in relationship counselling will be curious...

They'll give it a few seconds. If its of interest and they realise they are not (immediately) being sold too, they'll watch it for longer.

If they drop off after 30% then, meh, they're not for you.

But if they watch most, if not all, of the video, then theres some interest in their minds for your service. And they won't have been sold to, their advert radar isn't going off.

And you're building an 'audience' of people. Facebook will keep a log of who viewed that video.

So, the next step would to show an advert to only the people who watched most of the video (say >75%). So you wont be wasting money showing it to people not interested. Just the people who are 'somewhat' interested.

And this advert needs to contain some form of offer.

Something to make it easy for them to take the next step.

Something that compels them to contact to you.

Something of high value for them, but not too much of an effort for you.

I noticed you offer a free 15 minute consultation. That seems like a decent offer, they don't have to get over the psychological barrier of parting with money and they get to know, like and trust you.

Maybe, as something to think about / test would be to offer the same thing but titled different so that really stands out to people suffering from a specific problem that requires the counselling you provide... something like 'How to save your marriage, a FREE planning session' (would need wordsmithing, but I hope you get the point). It could be the same thing (15-20 minute session) where you outline a plan that would try to save a marriage, using the help you provide over 8 weekly sessions...

And all being well, you should have people interested in having their marriage saved calling you...

Now, I'm sure thats raised loads of questions. What comes to mind initially after reading this?

 

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[jb5150]

I assume from your posts OP that your business is local based, you serve people in a geographically defined area.

One method that's gaining popularity is called the 'Carpet bomb' approach.

The basic structure of the 'carpet bomb' approach is to pay to get a video seen by the people in your area. Then re-target the people who watch >75% of the video (a metric that can be monitored with FB).


The reason to use video is that it is considered relatively cheap to use at the moment, it is a medium that FB want to see more of. So it is seen by more people, for less money (compared to a normal ad / article). Plus its a great medium, you can show people what you do. You can wow them with:

• A case study
• How a session would work (explaining how it works)
• Showing the people who work with/for you (building trust)
• Show them how its done (educating them).
• Something that shows the results, the benefits, of what you provide.

And what is useful is that people who are not interested will just skip it. Say its put in a 35 year old, happily married mans feed, they're not interested, they'll flick right passed. But... the people who are somewhat interested in relationship counselling will be curious...

They'll give it a few seconds. If its of interest and they realise they are not (immediately) being sold too, they'll watch it for longer.

If they drop off after 30% then, meh, they're not for you.

But if they watch most, if not all, of the video, then theres some interest in their minds for your service. And they won't have been sold to, their advert radar isn't going off.

And you're building an 'audience' of people. Facebook will keep a log of who viewed that video.

So, the next step would to show an advert to only the people who watched most of the video (say >75%). So you wont be wasting money showing it to people not interested. Just the people who are 'somewhat' interested.

And this advert needs to contain some form of offer.

Something to make it easy for them to take the next step.

Something that compels them to contact to you.

Something of high value for them, but not too much of an effort for you.

I noticed you offer a free 15 minute consultation. That seems like a decent offer, they don't have to get over the psychological barrier of parting with money and they get to know, like and trust you.

Maybe, as something to think about / test would be to offer the same thing but titled different so that really stands out to people suffering from a specific problem that requires the counselling you provide... something like 'How to save your marriage, a FREE planning session' (would need wordsmithing, but I hope you get the point). It could be the same thing (15-20 minute session) where you outline a plan that would try to save a marriage, using the help you provide over 8 weekly sessions...

And all being well, you should have people interested in having their marriage saved calling you...

Now, I'm sure thats raised loads of questions. What comes to mind initially after reading this?

Interesting concept, I'll have to look into as I have no idea beyond how to create an ad with a video. I m brainstorming some ideas for a brief 1 minute video, perhaps on attachment styles that may resonate with my niche. I agree that video is a lot more powerful than a static image, something they can relate to and feel a sense of trust (rapport is everything in my field).

I like the tag lines and I implemented one in another ad I'd created (see attached below).

I'll have to get on making one in the next week or two, I suck at editing but that shouldn't stop me.

 

[Sequential]

Did you try the sunset ads like some of us suggested?

 

[GuestUser450]

What comes to mind initially after reading this?

That you haven't spent any of your own money on this technique, you're most likely regurgitating it from a fb group.

The forum is filled with content summarizers acting as experts. Instead of teaching what you've read, put it to work and share results.

 

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[Sequential]

To be fair most opinions on the internet when dealing with fb ads come from jonloomer.com

 

[jb5150]

Running a/b split on my fb campaign. Another ad on Google.

No idea what a sunset as is.

Happy couole ad got 1 click since setup yesterday, unhappy one (woman laying in bed photo) got 6.

No conversions yet. People reach is mostly women between ages 25-34.

 

[Sequential]

In your other thread, two of us suggested using sunset / sunrise images for higher CTR + positivity emotional response.

Critique my Facebook Ad

Critique my Facebook Ad

Yours don't stand out very much. Remember people are getting almost bombarded with ads every time they go to a new page.

All of your tested ads are more suitable for Google than FB. Google ads are for people looking for your service already. FB ads need to catch the attention, make them click the ad to take to your LP or website, where your copy sells your service.

 

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[jb5150]

In your other thread, two of us suggested using sunset / sunrise images for higher CTR + positivity emotional response.

Critique my Facebook Ad

Critique my Facebook Ad

Yours don't stand out very much. Remember people are getting almost bombarded with ads every time they go to a new page.

All of your tested ads are more suitable for Google than FB. Google ads are for people looking for your service already. FB ads need to catch the attention, make them click the ad to take to your LP or website, where your copy sells your service.

I figured a disgruntled looking / fed up woman in bed would evoke some sorta emotion with women hence the reason I chose that photo. It may be feeling sexually frustrated, a lack of connection, or just exasperated with their relationship maybe not even fully aware as to why.

The other photo with the happy couple I felt would stand out/contrast for those who are suffering in their relationships (or loneliness) to something they long for a joyful romantic connection with someone else.

I have seen many sunrise/sunset ads I am curious as to why you've made those a recommendation? Not knocking it just being inquisitive and trying to understand the reasoning.

 

[Sequential]

Because people with problems want to be happy so give them something happy to click on combined with a bright picture for best CTR.

Again, the job of the FB ad is to get people to click on it, then the job of wherever that points to is to sell the service.

AD ("OMG I MUST CLICK THIS!") ---> Landing Page / Website / Funnel ("Oooh this sounds like it would work for me!") ----> Contact me / Action / Buy Now / ("I sent her my contact details, I can't wait to get "X" fixed and start living life the best way I can!")

The reason you put a bit of copy on the FB ad is so you aren't getting people to click who don't have any mental issues / dysfunctions, this wastes your ad spend and it might annoy them, leading to negative response or reports.

 

[jb5150]

Because people with problems want to be happy so give them something happy to click on combined with a bright picture for best CTR.

Again, the job of the FB ad is to get people to click on it, then the job of wherever that points to is to sell the service.

AD ("OMG I MUST CLICK THIS!") ---> Landing Page / Website / Funnel ("Oooh this sounds like it would work for me!") ----> Contact me / Action / Buy Now / ("I sent her my contact details, I can't wait to get "X" fixed and start living life the best way I can!")

The reason you put a bit of copy on the FB ad is so you aren't getting people to click who don't have any mental issues / dysfunctions, this wastes your ad spend and it might annoy them, leading to negative response or reports.

I'll give it a go and report back.

 

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[jb5150]

For my Adwords campaign I keep getting messages like the following for all of my keywords: (In other words its dead in the water atm)

"
Keyword: counseling near me
Pending review
Showing ads right now?
No
There aren’t enough impressions or clicks to accurately determine this keyword’s Quality Score."

Does this mean by budget is set too low for these phrases/words that have a high bid? Am I using the wrong bidding 'system' altogether?

 

[jb5150]

Did you try the sunset ads like some of us suggested?

 

[Sequential]

That's better. The way it got described to me many years ago was "take all your images, put them all together same size, zoom really far out, pick the ones that stand out the most"

 

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[hughjasle]

That you haven't spent any of your own money on this technique, you're most likely regurgitating it from a fb group.

The forum is filled with content summarizers acting as experts. Instead of teaching what you've read, put it to work and share results.

HA!

I just died reading this.

So true and so sad.

The worst is finding these guru's spewing each other's nonsense as truth because they personally have no clue themselves.