Facebook Ads Tutorial: Your Secret Weapon For Crowdfunding on Kickstarter

you want to know the secret to nearly every single successful Kickstarter Facebook ads are there other ways to get traffic to a campaign yes of course but nothing is as consistently effective as Facebook ads when it comes to reaching new customers fast the thing is you can't just upload any AD and think you're going to see success there's a specific blueprint for creating Facebook ads that will help your Kickstarter project get the funding it needs how do I know this well I'm Mark pakota CEO of launch boom where we've helped thousands of creators turn their

product ideas into real businesses using the power of crowdfunding today I'm going to show you how to create Facebook ads that sell like crazy including an easy way to actually make the ad creative and by the end of this video I'll take you from absolute beginner to knowing more about Facebook ads than 99% of the world before we get into the Facebook ads strategy I have to briefly explain the overall Kickstarter marketing strategy that way when I talk about the Facebook ad strategy it will make a lot more sense the kickstarter marketing strategy isn't that

complicated you can break it down into three phases the first phase is the pre-launch this phase is all about building an email list of buyers before you launch your campaign you'll create a reservation funnel which will allow you to collect email addresses but more importantly $1 reservation deposits from people who cannot wait to buy your product you'll use Facebook ads here to build your email list the second phase is the launch this is where you'll use your email list you just built to get funded on the very first day of your campaign this will rocket

your campaign up in the rankings on Kickstarter which lets you tap into their 22 million person backer community and raise even more you'll use Facebook ads here to continue the momentum and drive more customers to your campaign the third phase is the postlaunch this is where you'll manufacture and fulfill your product you just launched on Kickstarter but you'll also continue to take pre-orders using something like Indiegogo in demand backer kit or your Shopify store you'll use Facebook ads here to continue driving customers to your pre-order store as you can see Facebook ads are key to

driving traffic through all three phases of a Kickstarter campaign and now with that understood let's move on to Facebook ads 101 to start you want to set a clear objective with what you're trying to achieve with your Facebook ads when you're starting out choosing an objective is actually pretty simple you always want your objective to be about someone taking in action stay away from Brand awareness campaigns I promise you that Zuck is the only person making money from these type of campaigns there are really only three objectives that matter when it comes to Facebook ads

and your Kickstarter campaign the first getting someone to give you their email to be notified when you launch your Kickstarter the second getting someone to put down a $1 deposit to reserve an exclusive launch deal or the third getting someone to buy your product once you've launched that's it you only want to focus on one objective at a time and which objective you choose depends on which phase of your Kickstarter campaign you are in during the pre-launch your objective is to get emails and $1 deposits during the launch your objective is to get purchases and

during the post launch your objective is also to get purchases humans can only process one thought at a time so it's important to keep it simple and stay laser focused on one objective during each phase of your campaign next you need to understand who will you be targeting with your ads that means understanding who your customer actually is what are there interests what are their demographics what are their problems in a way targeting the Right audience is like planning the Ultimate Party the guests are the most important part right imagine trying to invite everyone on

the planet to your house party that would be an absolute mess Instead try to find your people the right guests to come by people who will actually enjoy what you have to offer with your product identifying your audience is crucial you're aiming to be precise with who you're speaking to in order to attract backers who really resonate with your product you should have a solid idea of their problems goals values and beliefs you'll also want to understand their characteristics like age income and location nail this down and you've laid the Cornerstone for your Facebook ads

but the work is just starting the next step in creating the perfect Facebook ad is coming up with the perfect concept and creative for the ad itself if you simplify it good ad creative is only made up of two things one the ad imagery like a photo or video and two the ad copy meaning the text that's used in the ad your ad imagery is what stops someone from scrolling their feed to pay attention to you there are two Facebook ad imagery formats that I recommend you test first are image ads they're classic easy to

make and most of all effective for these types of ads focus on making your product the hero of the image for example I recommend testing out simple Studio shots of your product like you can see here and I also recommend recommend testing out location based shots which showcase your product in locations where people would actually use it like you can see in these ads a quick tip as you can probably tell we love using those little red arrows in our ads why because they work so I highly recommend you test them out yourself next up

video ads they are great for storytelling as they have the ability to capture hearts and Minds in seconds contrary to popular belief a good video ad does not have to be expensive to make most can be made using just your camera on your cell phone and a free editing app there isn't one formula to make a good video ad though so here are a few different templates I'd recommend considering the first is what I call the founder walkthrough template it's just like how it sounds it's an ad of the founder walking through how to use

the product check out how our client Alex the founder of zbec did this what's up guys Alex here from zbec and today I am super excited to introduce to you the brand new zbec snap it is a revolutionary new way that we've created for you to be productive on the go like never before you simply attach this bracket to the back by expanding pull out our wing and with our patented snap technology you simply connect the key is to shoot this video vertically on your phone and have no Cuts or edits you want the video

to feel authentic and not like an ad the next video ad template is what I call the reaction template check out how our client CF proo did this oh wow that's amazing wow you're able to get a better stretch doing it for like a few seconds just right away you can feel it right away the difference feels like I've never stretched my Capal before you want to capture the real reactions of people using your product these authentic reactions can be amazing scroll Stoppers and the last ad template I'll show you in this video is the

ugc or user generated content template check check out how our client from FTL bag used this one guys I think I found the best bag in the market it's perfect for overnight trips busy days in the city or personal item when you travel it's got this awesome modern and Sleek aesthetic that looks great everywhere a gym an office a restaurant you can really bring this bag everywhere and it's got some of the coolest functionality I've ever seen in a bag it's got a water bottle holder dedicated place for your laptop dedicated section for your shoes

and a garment section with a custom garment bag that snaps in and out a ugc Style video is what you'd expect an influencer to make if they were talking about your product it should be written in the first person and focus on the benefits the person in the video is getting by using your product you can do this yourself or work with a ugc Creator if you're having trouble finding one I recommend working with a service like Brands meet creators because it's free and it works now it's important to remember that when it comes to

your ad imagery there isn't a hard and fast rule about which type works best you'll want to test different images and videos to see what resonates the most with your audience all right that covers the ad imagery now we need to talk about the ad copy that's the text above and below the Facebook ad let's actually stay here for a moment on this ad from our client Relic this is a very typical ad copy template that I recommend you try you want to start with a bold claim here's what makes Relic better than any existing

sequencer Matrix or controller on the market then back that bold claim up with a bolded list of features and benefits usually this list is anywhere between five to seven different items lastly include a call to action in this case since this ad was during The pre-launch Relic told people to reserve now to get an exclusive VIP discount when we launch this isn't the only copy template you can use for your ads but it's one I've seen work quite literally thousands of times so I recommend testing it out and just like that that you now understand

how to make winning ad creative by the way if you want to go even deeper into everything I'm teaching you in this video you should check out my book crowdfunded this book will teach you how to bring your product idea to life step by step it's actually the bestselling book on crowdfunding in the world with 4.7 out of five stars from 237 reviews and I just released the new edition in August of 20123 where both the CEO of Kickstarter and the CEO of Indiegogo endorsed it anyways you can get it on Kindle print or even

audiobook that I recorded myself and so I'll leave a link for you to check it out in the corner of this video and in the description below time to show you how to set up your meta business Suite listen I get it Facebook's ads platform can feel like a maze a lot of people give up on Facebook advertising because they get so overwhelmed by the amount of AD options or they set up their account incorrectly but don't worry I'm about to make it Easy by showing you the path to start head over to business. face.com

see that create account button give it a click then type in your business name your name and your business email next up the ad account this is where the magic happens click on ads in the left menu and follow the prompts to create a new ad account think of this as your Facebook marketing Command Center here's where you have all the tools to navigate the different areas of your business on meta next we need to create a tracking pixel think of a pixel like a secret agent whose job is to tell your Facebook ads what's

actually happening on your website so when someone puts in their email address or purchases your product the pixel knows and tells your Facebook ads the good news to do this you want to go to data sets then click add and name it something descriptive like the name of your product with the word pixel after it and there we go we've Now set up your meta business Suite it actually wasn't that hard right but wait there's a little bit more work that needs to be done now it's time to set up your very first ad campaign

it's important to understand that ads are organized in three tiers there are campaigns adsets and ads you can imagine these like folders on your computer ads are inside adsets and adsets are inside campaigns with that in mind let's start by creating your first campaign first choose your campaign objective remember back to the beginning of this video the only two objectives you care about are leads and purchases let's pretend we are in pre-launch for the sake of this tutorial so we'll be choosing leads give your campaign a name I like to use today's date and then

click next now we go one level deeper to build an ad set your ad set is where you set up your budget and choose your audience you're going to Target with your ads but before we do that you have to choose a conversion location you'll want to choose website because in all cases with your Kickstarter campaign you'll always always be sending traffic to a website leave the performance goal as is then make sure that you connect your pixel and also place it on your website this will ensure that Facebook can track when someone actually completes

your objective now we go down to budget how much you want to spend per day is ultimately up to you a general rule of thumb is that the more you spend the faster you will learn but for most people I'd recommend starting at a lower budget like $20 per day next is where you build your audience under audience controls choose the locations you want to Target then click on show more options I recommend making the minimum age 24 as below that age people typically don't have much disposable income under languages choose the language your audience

speaks for most cases choosing English all is the best choice now under Advantage Plus audience you want to click on audience suggestion you can further Define the age and gender you want to Target here I'm just going to leave it as 24 to 65 in all genders and now I'm going to move on to detailed targeting this is where you can tell Facebook interest you want to Target for example let's say I had a new Innovative jacket for the outdoors I think my target audience would be interested in outdoor activities so first I'll put in

hiking then I'll put in camping next I'll click on suggestions this is where Facebook will give me suggested interest to also Target I'll go through and add a few more like hiking equipment backpacking and climbing here's a very important tip you can further narrow your audiences by more interest this is where it says must also match I almost always recommend you put crowdfunding Kickstarter and Indiegogo here this will make sure that the audience you're targeting has heard of these websites before which will only make them more qualified ideally your audience size should be around 5

to 15 million people so we're good here and can now move on under placement open it up and uncheck Audience Network and messenger then click next to move on to actually building your ad First Step here is to choose both your Facebook page and Instagram account underneath ad creative upload your image or video creative then move on to your primary text headline and description for the call to action you can change it if you want but learn more usually works pretty well now let's move on to the destination put in the website URL you sending

people to this will either be your landing page if you are in the pre-launch or your Kickstarter page if you are in the launch phase underneath tracking make sure you are tracking the correct event and after that finally you can press publish once Facebook approves your ads it is Showtime all right guys we've almost made it we're at the last step of the blueprint testing and optimization learning how to set up a campaign on Facebook was very important but knowing how to test and optimize your ads over time is crucial if you want to actually

see success when it comes to Facebook advertising it is not a set it and forget it type of thing you need to tweak and refine to get the best results now to optimize something you need to understand what exactly you are optimizing for right well remember that objective you chose for your campaign that is what you are optimizing for if it's leads you are trying to optimize for the lowest cost per lead if it's $1 deposits you are trying to optimize for the lowest cost per $1 deposit if it's purchases you are trying to optimize

for the lowest cost per purchase you'll want to be patient even if you're not seeing conversions right away do not rush to change your ads or pull the plug too soon Facebook's algorithm can be a bit of a slow cooker to start because it's still learning who's most interested in your product but it typically gets better with time Facebook Facebook will actually automatically adjust the spend on ads depending on the objective you give it with that said it's not perfect and sometimes it will keep spending on ads that aren't performing that's when you'll want to

take it into your own hands and turn that ad off when an ad is doing really well though go ahead and bump the budget up for example if you were at $20 per day bump it up to 40 let it ride for a few days and see what happens to the performance if it continues to perform well bump the budget up again lastly although you do want to keep an eye on performance you do not have to go crazy checking multiple times a day usually once per day is all that's necessary so keep refining keep

optimizing and use Facebook's data to lead the way and soon you'll have a team of winning ads that are bringing you tons of leads or purchases so there you have it guys the complete beginners guide to Facebook ads for your Kickstarter campaign I hope that now you're feeling a lot more clear and confident confident when it comes to using Facebook ads to launch your product on Kickstarter but if you still have any questions just let me know in the comments below I will try to answer every single one lastly if launching your product is a

priority and you're serious about investing time money and energy into making it a success my team and I would love to chat just click the link on this video or in the description below fill out a few questions and I'll get you connected to the right expert on my team all right guys thanks so much for watching if you learned something about Facebook ads in this video I would really appreciate it if you gave this video a like and if you want more stuff like this subscribe to the channel we'll see you all next [Music]

week