If you’re like most fitness studio owners you’re well aware of how effective Facebook Ads can be as a tool for supercharging promotions and attracting new leads. And if you’ve started dabbling in Facebook ads yourself, you’ve also seen just how many different options you have available in how you want to run your ads.
It can be challenging to know what to focus on when you’re new to the Facebook Ads game. The platform is always evolving and changes frequently, which can be frustrating to keep up with, especially when you’re busy with other tasks...like running your business.
Don’t worry—we’ve got you covered.
We asked around the office to see if our seasoned team of ad pros had any tips or tricks they’d be willing to share. They came up with a list of the top 3 time-tested strategies you can use to get the best results with your ads, no matter what Facebook throws at you.
1. Target Ideal Members with Custom Audiences
You should always have some sort of retargeting strategy when you’re advertising. Facebook’s custom audiences help you connect with specific groups of people, such as existing leads, customers, or website visitors, and target them with specific content and offers.
Here’s how you might target new fitness leads with custom audiences:
Say you’ve got a personal training studio offering group training and fitness classes.
You tap into what you know about what motivates your ideal members, and decide to publish a blog post to share some tips for modifying local restaurant dishes to make them weight loss friendly.
After you share the blog on social media you decide to boost it for a few dollars to women in a 25 mile radius, and pretty soon hundreds of women have visited your website and read your tips.
Here’s where custom audiences come in:
As long as you have Facebook’s pixel installed on your site, you can create a custom audience to show a Facebook ad only to people who have visited your specific blog post about weight loss...or any other page/s on your site you specify.
You’re pumped, ‘cause you just signed up for a free trial to try WindForce Fit’s instant lead magnets, and within minutes you’ve launched your custom landing page offering a weight loss guide to attract new members.
With a custom audience your target is already familiar with your studio, knows you offer solutions to their weight loss problems, and is more likely to have built enough trust with your brand to convert into a lead.
Bonus: this targeting feature also works the opposite way. You can exclude certain contacts or Facebook custom audiences in your existing database to expand your reach to only people you don’t have a relationship with.
2. Focus on the Right Metrics
Too many people focus on keeping their costs low when they start advertising. While it’s smart to respect the budget, be sure not to overlook the quality of the results you’re getting. You can afford a high cost-per-click (CPC) if they're turning into leads!
An ad campaign that looks good (low CPC) might actually be underperforming compared to a campaign with a higher CPC but lower CPA (cost-per-action). Read through these details and examples to help you understand more about your metrics.
The best way to define which metrics you need to focus on is to make sure you’re setting a budget based on goals before you start advertising. Whenever possible, tie your advertising campaigns to revenue goals and track the ROI from your efforts.
3. Always be Testing
At the end of the day the only way to really refine which types of Facebook ad strategies work best for your studio is to test, test, and test some more. What works for one area or audience might not be as appealing to another. Here are some best practices for testing your Facebook ads:
- When you create an ad campaign test multiple audiences.
- Only change one aspect of the ad at a time. This means same ad creative with some copy changed, or the same copy with a different image.
- If you’re testing campaigns against one another try to keep the parameters similar. For example, you’d want to run both campaigns for the same budget at the same times of day.
- Don’t just test your Facebook variables; test your landing page to see which variables in your offer you can improve.
- Don’t bore your audience. Keep a wide variety of creative in your ad mix and rotate it through often enough that your viewers don’t start thinking you’re a one trick pony.
The bottom line is this: Facebook ads are an incredibly accessible tool gyms and studios can use with little experience to promote lead magnets and offers for more and better leads. Experiment often, try new targeting options, and always think in terms of how your ideal customer will benefit from your services. Authenticity and genuine connection will go a long way in building your brand into a trusted authority in fitness.