OK, this might not be my actual picture (we have the same colour hair so there is a similarity) but my story is true – every last word of it.
I’m a former Facebook Adphobic. There, I’ve said it. It’s taken a long time to accept this but I am at peace with it now and I’m happy to say it out loud to anyone that will listen.
I’ve noticed that Facebook Adphobia is something that can just creep up on you – rather like my 6 year old when I am trying to sneakily eat a chocolate bar. At first I didn’t see the correlation between the two actions; firing up Power Editor and feeling the need to go and lie down in a dark room. I would go hot, then cold and then ‘Objective blindness’ would kick in as soon as I clicked on ‘Create an ad’. The options would whizz in front of me and then I would randomly pick one based on what sounded good at the time. Sometimes I would choose ‘Reach’ – well, we all want to reach people don’t we? Other times ‘Traffic’, yeah, that sounds like something that is going to be busy, and let’s face it, my boss wants more customers. ‘Boost’, hmmmm, now that sounds like something that is going to give this place a seismic shift towards more sales, I’m liking the sound of that!! Sometimes, I felt like it was a game of eenie, meanie, miney, mo as I went from one objective to another.
Next big choice, Targeting. Well, old Bossy Boots wants to sell tickets for a local concert, so let’s choose the UK (everyone will travel for a good band right? Then the next conundrum – should I throw a few ‘Interests’ into the mix? Maybe narrow it down to people who like Music? Wait, perhaps someone seeing my ad might not like music but is buying tickets for a present. No, I could be painting myself into a corner here. Let’s go broad as adding that interest took my audience down my 3 million and with my £50 budget, I don’t want to miss the opportunity to get lots of eyeballs on my ad.
Next, creating copy. Well, it’s a band that do covers, maybe I won’t put examples of the music just in case it puts anyone off. I’ll just say they are playing at the venue on Friday and leave it at that. There’s no point getting too specific – everyone’s got the attention span of a gnat these days.
Next, the image – I know I’ve got a picture of them knocking around somewhere. It’s a bit dark but hey, if my audience already knows the band then they’ll know what they look like anyway.
Place Order. Done.
Then the incessant checking of Ads Manager kicks in. Only I’m not sure what I’m checking for as I don’t really understand it. I feel that the more I check it, the greater likelihood that somehow this will start to make sense. Nope. I am going hot and cold again and thinking about that dark room with a compress on my head (and maybe a large glass of Pinot). I literally have no idea what I’m looking at. Maybe I’ll check ticket sales. None sold? WTF? How can this be? My audience size was 25,000,000 I thought we’d be sold out faster than Glastonbury – there’s only 80 tickets to sell!
I start to think that I’m not spending enough. I was of the opinion that if there was a problem, throwing some money at it would hopefully turn it round. My other option was to stop the ad completely but that seemed like lunacy – how was i going to sell these tickets if I turned the ads off? Nope, this must definitely be a budget issue. Next, I’m bidding on my ads like I’m on eBay. Only unlike eBay, there was no beaten up old parcel being delivered to me the following week containing my bargain – only the sound of crickets ringing in my ears as I had managed to sell 3 poxy tickets after spanking £337. Carol Vorderman I am not, but even with my GCSE Maths I knew that could only be calculated as an epic fail.
I won’t bore you all with the protracted events that followed this dismal effort of mine to sell tickets, other than to say there were lots of my friends and family in the audience that night listening to that ‘Industrial Folk’ band murder “Sex On Fire’. This is just one of many failed attempts to take on Power Editor that have ended in disappointment, drawn curtains and a cold flannel on my brow.
Like many things in life, sometimes we must face adversity head on. I was fed up with the sweats every time doing an ad was mentioned, so I took it upon myself to face my fear and conquer this phobia once and for all. It has taken time, demanded lots of my blood, sweat and tears but I can safely say that not only am I now free, I am fully embracing and nerding out on all things to do with Facebook Ads with passion, confidence and results. Woo Hoo!
The joy in this new found place I’ve found myself, is that I’m now able to take my learnings and help other people who are in exactly the same position stem the urge to flee to a dark room and instead tackle those ads not only head on but with confidence that they aren’t just completely ‘winging it’.
‘Winging it’ is most definitely what brought on my Facebook Adphobia, that horrible feeling when you know that you are not teetering on the edge of your comfort zone but stepping right out of it and stumblng around in the unknown. So to all you reading this who can relate to what I am saying, I completely know what you are going through. Looking back at when my Facebook Adphobia was at its peak, I would like to offer you two words of advice that really helped me through my darkest hours and easily is accessible to all of us (unlike Facebook’s Customer Service) and that is ‘Pinot Grigio’.
Got a Facebook Ad confession? Or want to just rant about Adverts Manager? I’d love to hear your comments below!