Jill Cooper - Help! my Facebook ads suck

HELP!

MY FACEBOOK ADS SUCK

SECOND EDITION

By Mal & Jill Cooper

Malorie & Jill Cooper and The Wooden Pen Press are not responsible for any monies spent on ads, expectations not met as to individual ad performance, or any other damages that may arise out of misinterpretation of advice, or poorly constructed or damaging ads.

eBook ISBN: 978-1-64365-040-1

Print ISBN: 978-1-64365-041-8

Copyright 2019 Malorie Cooper & Jill Cooper

Published by The Wooden Pen Press

All rights reserved.

Cover Art by Malorie Cooper

Editing by Jen McDonnell, Birds Eye Books

TABLE OF CONTENTS

TABLE OF CONTENTS

FOREWORD

MAKING YOUR OWN SUCCESS

TERMS OF THE TRADE

PART 1: KNOW YOUR READ-THROUGH

PART 2: ADVERTISING CAMPAIGNS

PART 3: THE RIGHT AUDIENCE

PART 4: CRAFTING THE AD

PART 5: TUNING THE AD

PART 6: NURTURING THAT GOOD AD

PART 7: AUDIENCE LAYERING

PART 8: VIDEO ADS

PART 9: THE FACEBOOK PIXEL

PART 10: RETARGETING

PART 11: INSTAGRAM ADS

AN OFFER FROM THE WRITING WIVES

FINAL WORDS

NON-FICTION BOOKS BY JILL & MAL

THANK YOU

FOREWORD

Hi, Im Malorie, and I write a lot of books.

I felt like it was necessary to make that confession before we dive in. Luckily, Im in good company. My wife, Jill, has written a few more than I, and our collective total comes in at just over two hundred novels and novellas (mostly novels).

If one were to add in short stories and omnibus editions, we would be north of two hundred and fifty.

I bring this up because with all the hard work we put into producing all these books, they need to earn their keep. Jill and I are full-time writers, and whether its this non-fiction book, or our fiction stories, theres only food on the table if books sell.

Having a plethora of books to market has allowed us to try a number of different tactics, and learn in ways other authors might not be able towhich is one of the reasons we are writing this book.

Our volume of books and commensurate ads also means that if we recommend something here, it works, and weve thoroughly tested it.

A lot has changed since I wrote the first edition of this book just over two years ago, but a lot has also remained the same. Back then, Jill and I had only seen about a years solid success from ads, but we knew for certain that ads were the reason wed sold enough books to write full-time.

We still believe that ads were what propelled us up the ranks, and weve also proved that ads have given us the staying power to weather ups and downs and even a few long gaps between releases.

We also still believe that Facebook is the best ads platform for books, and that it is the best for making good ads that can grab readers and deliver salesand scale. Its the place where you can become the master of your own destiny.

Throughout this book, Ill note at the beginning of each chapter whether or not the information is new, updated, or unchanged. I feel like even noting something as unchanged is important because we all need to know it is still working the same way as before.

Id also like to note that while Jill and I both undertook different ads, and wrote different parts of this book, we wanted to write it in the first personas though it is a casual conversation with one of us speaking to you about how to make your ads better. As a result, we use I throughout the book, but it might have been Jill or Mal writing that part or it might have been one of us talking about the others actions! Youll just never know.

Lastly, theres one thing that has changed. If you bought the first edition of this book, the copy you have very likely lists Michael Cooper as the author. Im still the same person, but my name and outward appearance has changed.

Oh! I almost forgot! (Im not being facetious, I almost did!) Were giving away the digital edition of this book away for free , so if youre reading the print version, you can also grab the ebook here:

http://www.thewritingwives.com/free-facebook-ads-book .

If you picked the ebook up for free, please consider sending us a payment based how helpful you found it. You can send us a small amount, such as $2 or $3 via PayPal if you so choose.

Optional payment: http://paypal.me/woodenpenpress .

Thank you for your support, and may the ads be ever in your favor.

The Writing Wives,

Malorie & Jill Cooper

MAKING YOUR OWN SUCCESS

Why do I think I have the chops to teach you about this subject?

Before we begin, I want to talk a bit about what success looks like, and why I believe Im successful enough at Facebook ads to write a book about them.

As I mentioned in the foreword, Facebook ads are the reason Jill and I are full-time writers today, and the reason our books have achieved bestseller ranks on Amazon multiple times and sold over half a million books.

We are neither the most successful authors out there, nor are we the best writers, but together, Jill and I have managed to reach income levels that eclipse salaries I earned working as a software architect and CIO/CTO.

There are well over fifty thousand books coming out each month right now. Youve got the storytelling part of the equation down, but no one will see your book unless you get it in front of them. Ads are an integral part of marketing your book and getting it in front of the ever-increasing pool of readers.

The right marketing can give you a second stream of income, and perhaps even major success and the financial freedom that comes with it.

We manage several thousands of dollars in ad spend each month, for our books and the books of other authors. We have a positive ROI on every ad that stays alive for more than 3 days, and we quickly identify ads that dont work, and kill them before they can soak up money.

Success comes from knowing how to craft a good ad, but also from knowing how to spot a lemon and kill it, or figure out how to make lemonade. Success means that you arent afraid to increase spending on ads, because you understand their performance, and the return youll get on that investment.

We believe that our success with Facebook (plus AMS, Pinterest, and Instagram ads) gives us the credibility to teach you how to profit with online advertising.

When we note that a tactic worked very well for us, you can be assured that it netted hundreds or thousands of dollars in sales. Conversely, if we say that something did not work, or had only a mediocre return, youll understand that just making our money back is not what we consider success.

We sincerely hope that you dont take this as bragging but as examples of what we mean when we say that something works and is a viable tactic. We want you to know what success looks like so that you can set achievable goals as you build up your ad repertoire.

With that out of the way, lets get to it, and craft ads that work, while pruning the ones that do not.

TERMS OF THE TRADE

Yes, boring, but necessary. I want to get a few of these terms defined and out of the way, so that when we get into the meat, youll know what they mean.

CONVERSION

This one is simple. It is the rate at which someone who lands on a page, or sees an ad, performs the desired action.

If its an ad, then the conversion action is the click-through. If its your books page on Amazon, then its the user clicking the glorious orange Buy button.

CPC (Cost per Click)

The CPC of an ad is how much (on average) you pay for a viewer to click the CTA on your ad.

CPM (Cost per Mil)

This is the cost per thousand (not million) impressions on your ad. I recommend that you pay per click, not by CPM, making this a metric you can view on your ad, but not one that has much meaning here.