The biology department at my alma mater loves to tell a story about a few fateful geckos.
As luck would have it, these geckos were on a migratory path across a very busy road and were getting absolutely obliterated by the oncoming traffic.
The city was adamant about preserving the population and developed a plan to save them from slow and certain onslaught.
They built an underpass for the geckos to use.
Sure enough, a few weeks later, the road was still being decorated with flat lizards.
The biology department was furious because no one had bothered to consult them. They knew that those little guys wouldn’t use an underpass because they don’t like being in dark, damp, and narrow places.
This is where the city made its mistake.
Instead of failing fast and early by consulting experts on the behaviors of geckos, they wasted tens of thousands of tax dollars creating something that wasn’t ever going to work.
What does this have to do with Facebook ads, or businesses in general for that matter?
In our businesses, like in our gecko example, it’s important to fail fast and to fail early before wasting excessive time and money promoting an offer that wasn’t ever going to work.
So how do we do that? It’s pretty clear from our example.
You need traffic to measure anything and everything.
Without cars, you don’t know if the geckos are using the underpass or not. You need cars and the absence of squashed geckos to know you’ve succeeded.
It’s the same with your offer and everything that leads into it.
It won’t matter if you chose leadpages over unbounce to create a landing page, and it doesn’t matter if your site is mobile optimized- if there is no traffic there is nothing to measure.
Why paid over organic traffic?
If you resort to organic means of traffic, such as guest blogging or SEO, it can take a long time to get results, if ever.
With paid traffic you can start driving traffic to your site within an hour or two, giving you the data you need to make adjustments early and with precision. Once your offer and sales process is dialed in, then you can start getting into organic traffic.
Why Facebook ads over other paid traffic?
There are a plenty of ways to drive paid traffic to your site- Google AdWords, Twitter ads, Pinterest ads, etc., but Facebook ads have 3 primary advantages over the rest.
- Facebook ads have extreme precision
Over the years we’ve all been flooding Facebook with our personal data. It’s more than photos, likes, and content engagement- there’s offsite interactions, purchase behaviours, and inferred interests based on our habits.
You’d be amazed at the depth of data you can use for targeting. I’m finding new options every campaign I run.
- Facebook ads are incredibly measurable
You can place little snippets of code onto your website that will let you indicate a conversion, and the systems for doing so are becoming more and more sophisticated. This means you know how many clicks, mailing list subscribers, sales, or webinar registrations have come as a result of your ad campaign, and how much each one cost.
By carefully measuring how much you’re paying for these results, you’re able to troubleshoot your campaign.
- Facebook ads are great for any type of budget
I personally have an ad that I run for just $5 a day as a list building endeavor. This is a great method for anyone who has a small business, or if you’d like to promote an event on a tight budget.
Start failing faster with Facebook ads.
Get the data you need as early as possible to validate and optimize your offer and sales process. Make sure you’re measuring everything, and pivot when needed.
Do it right, and I promise you’ll be on your way to success for less than it costs to build a gecko underpass.