Right now, Facebook has a total of 27 different ad products and this past week, they made an announcement that in coming weeks and months, they will be working to simplify their advertising products by reducing the number of options in half in order to provide a more focused experience for their business customers.
The reason there are so many different kinds of Facebook Ads is that each different ad product is optimized and placed to achieve a different goal. This is why part of the process of making your Facebook Ads more effective is to make sure you are super clear about what your goals are, so that you choose the ad type (not to mention copy and graphics) that will be most effective to help you reach your goals.
How to Use Facebook Ads to Boost Your Business
1. Know your ideal customers and target your ad to them
The success of your Facebook ad — no matter what kind you are using — seriously depends on making sure it is seen by the people most likely to take the action you want. Whether you want people to LIKE your page, engage with your content, or you want your leads to convert into paying customers, targeting is critical. In this case, the more specific you can be about your ideal customer, the more effective your ad will be.
Another way you can target your ideal customer is to use Facebook’s “Custom Audiences” feature. This allows you to upload your e-mail list to Facebook and select them as your target audience for your Facebook ad. Given that your e-mail list includes people who have opted in to receive more marketing from you, chances are good that advertising to this audience will lead to significantly higher conversions.
2. Use Facebook Offers to accelerate lead generation — not sales
For people who are new to Facebook advertising, it might seem like you want to advertise your product or service right away, right?
It might seem crazy, but work with me here.
Instead, try using a Facebook Offer to promote something valuable you are giving away for FREE — in exchange for users’ name and e-mail address. This will grow your e-mail list and give you a highly targeted list of people who are more likely to be interested in buying your product or service when you send them an e-mail about your latest product launch or service.
3. Grow your audience by using ads to boost your Page Likes
Facebook advertising is a step by step process. As I mentioned in the previous step, it’s about attracting specific prospects to your page and building a community to engage with. Then, when you advertise your product or service, you are more likely to be seen as an expert with valuable content, and they will be more likely to purchase from you.
Facebook Like ads are useful if you are in the beginning of this process, trying to build or grow your community. Keep your ad copy short and to the point, making it as clear as possible what the benefit of liking your page is.
4. Use powerful images
The best images with Facebook ads are those that are clear and enticing. Many studies have suggested that a clear picture of an attractive woman or a beautiful outdoor setting like a beach are the best kinds of pictures. Pictures of appetizing food also pulls well IF it relates to your business. Choose a picture that is appropriately sized so the details are not lost because it is too small.
5. Use A/B testing to refine your results
A/B testing might sound complicated, but honestly — it is no more than having 2 versions of your ad and checking results against each other to make sure it is as effective as it can possibly be.
There is just one key thing you need to remember. When you test one ad against another, you want to make sure you are changing only 1 variable at a time. If you are testing 2 different pictures, keep the same headline and copy. If you are testing 2 different headlines, keep the same picture and ad copy.
I don’t often like using my blog to vent about unhappy retail transactions I occasionally experience because I am very aware of how powerful the written word is and am not interested in hurting any business, even if I myself was burned by that business. But today I experienced something that very clearly illustrated a lesson that I’d like to share with my clients and friends about the value of customer service.
I generally purchase my kids shoes from Zappos. I do this because you literally can order a shoe store worth of shoes from thousands of choices and after trying them on your kids, you can return them for free. If anything, and I mean anything goes wrong with those shoes, you have 12 months to tell Zappos and they will ALWAYS take them back and replace them or refund your money. Buying shoes at Zappos is a no brainer. However occasionally I like to support the brick and mortar stores in my neighborhood and beyond.
So this season I went to Jildor for my 11 year olds Shabbat shoes and an unnamed kids shoe store for my 7 year old’s Shabbat shoes. I found a cute black ballet style shoe for my eldest and a cute pink ballet style shoe for my seven year old. Six weeks later my 11 year old complained her toes were touching the end of the shoes and were killing her and my seven year old pointed out her shoes entire sole was peeling off and the bow was hanging by a thread. One a bad fit, the other terrible craftsmanship. And mind you, both shoes were worn not more than 5 times.
I walked into Jildor, prepared to fight, and was pleasantly surprised how quickly they accepted responsibility for a bad fit and acknowledged the shoe runs small. Without hesitation they took it back and although the store was closing, they patiently serviced me until we found another totally different pair. I even ended up buying a cute pair of flip flops because I felt so satisfied. I walked out confident that although they may not be Zappos, I can safely buy my shoes there knowing they stand behind their product.
This experience was the complete opposite of what I had earlier when I entered the children’s shoe store. I presented the pink shoes that looked 2 years old even though they were worn 5 times. The first reaction I got was that I must have purposely peeled the sole back.
Are you kidding?
Naturally I responded that I am a very very busy woman, with an event for almost 500 people coming up in two weeks, and I really don’t have the time to spend destroying shoes so I can get a new pair.
The sales guy kept insisting I did it and then said that he can only glue the shoe back together.
Are you kidding?
I told him I did not pay $70 for a poorly constructed glued shoe that no doubt will fall apart again in a few weeks. I asked if that big brand can’t hold their shoe together why would they be able to?
At that point he referred me to the manager who while more pleasant (He didn’t accuse me of sabotaging my daughters shoe) he ket pushing for the glue solution.
I had decided by then that nothing less than a new pair would satisfy me and I insisted he do the right thing, return that shoe to the manufacturer and give me a new pair. I was not asking for my money back. I was asking for an exchange. Coincidentally one of Couture for a Cause’s big sponsors witnessed my exchange and they piped in that he really should do right with me because I blog. (That made me laugh)
Anyway, the manager informed me that although he “validates” my “frustration” he needs to talk to the owner about this and he will get back to me. I left my shoes there and I now have to wait for his call.
Why, dear friends, would I ever ever ever step foot into that store again? $70 is not a joke. A shoe for a seven year old should get you 4–5 months. And a shoe store should acknowledge when they carry a crappy brand and do right. The damage of not doing right is far greater than the $40 wholesale they may lose.
I still don’t know how this will end, but I do know that this is clearly not how one should ever treat a customer.
Customer service is everything whether you are a graphic designer or a restaurant owner or in retail. (especially in retail) When dealing with unhappy clients it is very important to weigh the pros and cons of your reaction. It also helps to know who you are dealing with too.
To my local friends, please don’t try and guess the shoe store. It could be anywhere in the tri-state area. (I do go to Brooklyn once in a while) Here’s hoping they do the right thing because even if you do screw up in business, it’s never too late to make amends.
So today (after I left a message) I get a call back from that shoe store. They told me good news!
They have two wonderful options for me.
A) They will pay to have my shoes completely fixed and it will look almost as good as new.
B) They are more than happy to return the shoes to BLOCH (the European company) and if BLOCH deems it defective I will be able to exchange. However it may take two weeks.
So in other words they are willing to either cough up $25 (the number I got out of him that it costs to fix the shoe) or refund me if there is no risk on them.
Now at this point I’m not even angry. Rather I am deeply amused. The solution to me is so textbook wrong from a business perspective that you can all but laugh. I decided to help these poor souls out and spell it out because for some reason the same way I’m kind enough not to say their name, I have this urge to clue them in.
Let me get this straight…you are willing to spend $25 cash on me but not willing to risk losing the $40-$45 wholesale on me which after you minus the 25 cash we are talking $15-$20 max.
So keeping me happy is not worth $20 to you?
The guy, who is only the manager and apparently has no say or power to set his boss straight really didn’t have much of an answer.
So forget the money, your boss is willing to risk his reputation in an industry that let’s face it has much competition and needs customers like me to survive, over $20?
The guy really couldn’t argue with that.
At this point this really is not about the money right? You guys are basically willing to let a customer (one who you are aware is in marketing and social media and is not shy to express her feelings when there is injustice) walk away terribly unhappy and for what…your principle?
So how do you think this ended?
My attempt to enlighten fell on deaf ears and
since I refuse to take the shoes back, they are shipping them back to BLOCH and my daughter will have to be without Shabbat shoes for a few weeks till I hear if BLOCH refunded them the money.
So manager spoke to owner and they have great news!
They are planning on taking extensive pictures of the shoe and utilize this new technology called email to send it to BLOCH who will then hopefully expedite their answer of whether the shoe will be credited or not.
Yipee! Within hopefully 2 days I will know if my child gets a new pair or a glued pair and the owner will know if he loses $25 for repair or nothing at all.
Because obviously my future business doesn’t count in the equation.
Woke up to a great message, the shoe store decided to replace my shoes.
I asked them if the company took the shoes back and their exact words: “Not important what company did, we decided to make the customer happy.”
Went back, exchanged shoe for a sturdier pair I am certain won’t fall apart. Shoe store couldn’t of treated me better.
When it comes to Five Towns fitness, I’ve tried it all!
I was a member at some point of Club Central, New York Sportsclub and Life Fitness where I had to motivate myself 3–4 times a week to hit the treadmill and take classes. Often I found after a month or two boredom set in and my motivation drop. The classes, some were great, others made me feel like a number and always less fit, less flexible, less in shape than everyone else. But the monthly fee was low and it was better than nothing.
One year I was lucky enough to join PTI, a personal training center where for a high monthly fee you get 3 30 minute one-on-one sessions. I justified the extra cost by quitting my regular gym and telling my husband all this working out will keep me from lunching and spending in other areas. I loved that I had no choice but to show up those 3 days a week, or else I had a trainer waiting and mad. And you didn’t want to mess with some of these trainers.
Then I discovered Warren Levi Karate. I heard their bootcamp classes were insane and since they needed a website, and PTI was closing, I worked out a deal and gave Warren a shot. This move eventually turned into a 3 year (and counting) addiction that has changed my body and my life. The intimate small classes that marry cardio and strength in creative and entertaining ways has kept my Fitness ADD in line. You get to know your Sensei and he gets to know you. It’s the best of both worlds for me since not showing up feels like not showing up to a personal training session. When my husband started doing Insanity at home, a popular intense fitness video, I told him that Bootcamp is exactly like Insanity. The only drawback is the lack of cardio equipment for the days I don’t do classes, and of course it’s not cheap. (However I heard that they plan on getting cardio equipment in their new location, a move I think is brilliant.)
So when Koko Fitclub, a new local fitness center that claims they have new technical twist on fitness, offered to hook me up with a 3 months trial, I decided to try it out. (In conjunction of course with Warren Levi) I was curious about what makes this different than a regular gym and can it really take the place of a personal trainer since they have something called “smart training” which eliminates trainers but still gives you a personalized experience.
My first impression the day I signed up was how modern and pretty the place was. I loved the bamboo decor and the colors (orange and brown) felt very natural. The place isn’t so big, but since each machine does dozens of exercises it doesn’t have to be. I got my welcome package which included a water bottle, t-shirt, set of headphones and Koko Key in a bright orange Koko bag.
The Koko key is literally the key everything here. You use it to enter the facility when they are closed, a concept I found extremely appealing. I can go workout at 3am, or midnight if I please, with this key! In fact my very first session I arrived at 7:30am, before opening. I loved waving that key and unlocking the door. It felt like my own private club.
The key is used for the FitCheck machine, the strength machines and the cardio. It automatically tracks and reports your progress and performance during and after each session, plus it controls the strength training programs you are on. (Flashback of my New York Sportsclub days, trying to scribble the weight amount and how many reps I did myself, always losing motivation after 2–3 weeks.) So after telling them my goals they downloaded the right program for me onto my key and I was ready to go.
The first thing I did was remove my shoes and go on the FitcCheck machine. It does not weigh you…at least not in the traditional sense. Koko is very anti being focused on your weight. Instead it measures your EBMI which is your Enhanced Body Mass measurement. (Which means it calculates and tracks your body’s lean muscle level.) So it gives you a number and if your goal is to lose weight, you want to get that EBMI number down and your muscle weight up.
I started my first session with the strength machine.
I plugged in my key and it downloaded my program. There’s a pivoting screen that walks you through each exercise. It tells you how much weight you need and will beep if you mistakingly choose the wrong weight. It has an image that shows your movement and the goal is to stay within a certain point and it grades you based on how well you did. It even gives you koko points at the end of each session, a very good motivator for someone like me. Overall my session was much less intense than what I’m used to at bootcamp, but nevertheless, it was enjoyable, interesting and easy to follow. It wasn’t exactly like having a human personal trainer but it was a close second, plus I didn’t have to make boring small talk.
I then tried the cardio portion which did not impress me. For such an advanced fitness program, the cardio part is lacking. After you plug in your key it gives you instructions to plug in your headphones to an ipod that is Velcro’d onto the machine and you have to manually pick a program and listen to a voice give you instructions on what to do on your treadmill or elliptical. There’s no music, only a voice that tells you when to go faster and higher and gives you tips in between. I found myself daydreaming and then missing his instructions. Meanwhile the screen, wich has such potential…only shows exactly what the machine shows, how fast you are going and the time. After my first session I opted to use the cardio machines the traditional way, listening to music on my iphone and doing my own program. I’m still getting a great workout. I complained about this and was told Koko is very soon unrolling a cardio program equivalent to their fantastic strength program, utilizing that screen and allowing you to listen to music. I’m glad to hear that!
As of today I have been doing Koko in conjunction with Warren Levi for 3 weeks. I love the personalized website I got that tracks my progress. My EBMI has actually gone down 1 point too! And the strength sessions are getting more and more intense so much so that I actually feel sore. I’m loving the fact that I can come in at all hours. I’m loving how quiet it is there though as it gets more members that can change. I’m not impressed with the cardio portion, but I’m thrilled to have access to a treadmill since with Warren Levi I currently don’t. So far I think it’s the second best thing to getting a personal trainer and for under $100 a month, way way more affordable. For someone who loses motivation easily, who loves keeping track of progress and seeing results written out and who needs to have each exercise walked through, it’s a great solution.
I forgot to mention the Kokofuel part which is another cool service they just unrolled. Based on your program they create a customized meal plan to properly FUEL your body with proper nutrition. I printed out my plan and it looked doable and actually delicious, except I’m not in the mood right now to follow a meal plan. But I think it’s a great feature and saves you on nutritionist bills if you were the type to go to one.
So I have 2 more months to go and I’m really curious if my motivation remains, if my EBMI goes down further, if I get stronger, if this works for me. Will keep you posted as I progress!
Standing on my tippy toes so he could see me behind the counter.
“One slice please ” I call out above the loud chatter emanating from the crowds. My Mom and Sister are sitting a few feet away enjoying a pizza lunch and I’m on slice number 2.
“One dollar” he says, giving me a wink.
It’s the 1980’s and this is the only game in the Five Towns, at least as far as I know.
We went there every Sunday and sometimes Thursday followed by Baskin Robbins next door. Those were the days when my stomach (and waist line) could handle 2 slices, french fries and a sundae.
Fast forward 6th grade. I’m old enough to go to town by myself. Old enough to notice the boys my age hanging out there. We catch a bus from Far Rockaway, or we bike, or walk and SABRAS is always our first stop. We grab a table and glance at the boys we know from the hood. They glance back. 7th grade, the boys say hi. 8th grade, they walk over and join. We feel cool. (We are TAG girls after all)
Saturday night. SABRAS is the place to see and be seen.
I always make sure to look “cool” before stepping in. It’s jam-packed with teens. It’s the place to be.
I like that I know him, the guy behind the counter and that he knows me. He’s always nice and sometimes forgives me if I’m short a dollar. “Bring it next time.”
Saturday nights. The lines are out the door. But the Spinach pizza is unparalleled. It’s worth the wait.
I move to Brooklyn. I go to Israel for the year. College. Upper West Side. SABRAS is a distant memory.
One day I see him at a pizza store not far from my Upper West side digs. He looks the same but he’s older. He left SABRAS for another pizza job. I find it funny. He followed me to NYC.
Marriage. Riverdale. Then back to the good ole’ Five Towns.
Sabras still standing but now pizza is $2. But there are others now. The neighborhood has exploded. Still, SABRAS is the best.
Kids. I bring them there because where else should I go? He’s back now (couldn’t stay away) and I show off my babies. He chuckles recalling me pretty close to that age.
But I’m so so busy now and I never ever carry cash, and he won’t take credit.
So I go a few doors down. No guilt. There’s enough business for all.
Occasionally I go back saturday nights with my husband. He’ll only eat there and he only gets Spinach with Tehina on the side.
My kids grow up on the other pizza and won’t eat anywhere else. I beg them when I have cash to go to SABRAS, but they refuse. So except for the rare Saturday night, I stop seeing him. I take it for granted that SABRAS will always be there and that we 70’s and 80’s kids will always have SABRAS, rickety sign and all.
Then I hear the sad news. SABRAS is closing it’s doors.
Like the death of an old movie star, one that has not been in the news for decades, the memories of the glory days come rushing in.
In the same graveyard that holds KINGDAVID, BURGERNOSH, BASKINROBBINS and all the other mainstays of our Youth, SABRAS now joins. Another childhood destination gone, existing only in our collective memories. Nothing lasts forever.
Central Avenue. Constantly evolving to suit the times. To survive one must go with the times. It’s not good enough to be good. You need facebook, e-marketing, pintrest, instagram and above all, you need to accept credit cards.…in other words, you need to reach out to your demographic.
SABRAS pizza, the best, but who has time to pop into the bank each time my kids crave pizza. And as a grown up watching my weight, I need a salad bar. It was being cashless and weight conscientious that converted me.
But what about him? The man who has been there since I was in diapers.
He’ll have to find something new. So is life.
SABRAS, we’ll miss you, your Spinach Slices and Cabbage Soup and mot of all the good times.
They say that if your kid hates a certain food you should just keep serving it until the kid acquires a taste for it. I think there are even grown up foods like coffee, sushi, wine that you need to try several times until you get accustomed to the taste and then you can’t live without it.
I think that this held true for me with both the green juice and spicy lemonade.
The morning of day 3 I woke another 1/2 pound lighter making it a total of 3 lbs lost in 3 days. You can argue that it’s water weight but who cares…my Jeans fit better so it’s real to me. I now understand why celebs and those who have an event coming up do these crazy diets. They work…the question is how long will it last?
I remember a friend of mine who was always bone thin had a few pounds to lose after her baby. She got a stomach virus and off came her last 5 lbs in one week. A few months later I saw her and she looked amazing. I asked her if she ever gained those 5 lbs back after her virus and she said no. Every time one of our kids have a stomach bug we joke about coming over to catch it.
So my conclusion about Juicing is that it’s an excellent, albeit extreme way to
A) Kick start a diet
B) Lose a few pounds for a simcha or beach vacation
C) Rid yourself of cravings for bad things like sugar, bread, white flour, fried food etc.
After 3 days of eating only Juice and the occasional broccoli, string beans I now only have a craving for a big salad with grilled chicken. Not to say the next time I’m faced with a Nutella whipped cream banana pizza (which they serve at Upper Crust) I won’t be dying! I guess keeping weight off (in your 30’s) really comes down to being hyper aware of what you put in your mouth all the time.
Now, summary of my last day.…
Slept great! No hunger at all. The Chunky Monkey really filled me up. 7am: Woke up with so much energy
I almost felt manic.…I was talking faster, moving faster…felt like I chugged an energy drink but all I had was a bit of coffee and my green drink.
I actually didn’t mind the green drink. I’ve grown used to the taste and it kept me going till.…
10am: I had done my bootcamp. I felt just as strong (or weak) as usual during bootcamp. It was time for my (ugh) lemonade which I discovered if you chug it down fast, like vodka, you barely taste the cayenne and it’s actually good.
I needed to chew on something so I had a bowl of roasted broccoli with pepper and garlic powder and lemon. It was Heaven. Right now broccoli is just as satisfying as a bowl of pasta. This is what it has come to…but that’s a good thing.
12pm: Had my green drink (the 2nd to last one I’m probably ever having unless I decide to Juice again) and it kept me full till
The smell of the challah baking in my oven nearly did me in.
but I survived till my 3pm drink which was my least fave because I hate beets. But if you like beets and pineapples…you would probably enjoy this.
Now I had made plans before I decided to Juice to see Evita and stay overnight in the city with my husband. We also had plans to go out for dinner at a fancy restaurant but I nixed that one. Instead we quickly stopped by Mr. Broadway to grab a quick bite before the show. And being that I am allowed egg whites and broccoli I gave myself permission to order that. (told waiter to hold the salt and oil)
It tasted bland.
My final green drink was a new twist..spinach and pineapple juice.
I couldn’t finish it since I was full from the eggs.
I couldn’t even finish the last almond date drink.
Evita was fun!
And that was the end of my 3 day juicing! 3 lbs lighter. Not missing bread, sugar or junkfood even a little…
The next morning I could have anything I please! I stopped by a coffe shop on my way back home from the hotel and whaddaya know…instead of the mocha frappacino with a nice yummy muffin I was craving for.…