How to Combine Facebook Ads and Content for Better Results

Want to optimize the content in your Facebook ads?

Wondering how to build connections that improve conversions?

To explore strategic ways to combine content and Facebook ads, I interview Keith Krance.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.

In this episode, I interview Keith Krance, a Facebook ads expert. He's host of the Perpetual Traffic podcast, founder of Dominate Web Media, and coauthor of The Ultimate Guide to Facebook Advertising.

Keith explains how to create content and calibrate your budget for each phase of the customer journey.

You’ll also learn how to apply Keith’s Facebook ads formula to lower your ad spend.

Share your feedback, read the show notes, and get the links mentioned in this episode below.
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Here are some of the things you'll discover in this show:
Facebook Ad Content
Keith's Story

Keith became a Facebook ads consultant in a roundabout way. He grew up in a small town thinking you had to be a doctor or lawyer to be successful. However, he didn't want to go to school for the years it took to enter those professions. Instead, he went to the University of North Dakota to become an airline pilot and, four years later, was flying for a regional airline.

However, as a young pilot, Keith realized he didn't have the seniority to be home for Christmas or Thanksgiving. After a friend gave him the book, Rich Dad, Poor Dad, Keith started his entrepreneurial journey, which he feels is a true reflection of his personality. In 2003, while he was still flying, he started investing in real estate.

After doing well with real estate, he began investing in local franchise businesses. By 2005, he was out of the real estate game and became a franchisee of two different businesses. He had a couple of different partners and five different locations.

Over the next five years, Keith focused on his franchise businesses and became interested in Facebook ads around 2010. He was already learning about the digital marketing world when his girlfriend told him about Facebook. He was amazed by what he could do with Facebook ads compared to billboards, for which he paid $10,000 per month to advertise in a mediocre location.

From that point, Keith went all-in on Facebook and quickly learned how to run successful ads. Due to changes in the franchise business, Keith eventually transitioned completely out of that industry and decided to focus entirely on helping other people learn how to advertise on Facebook.

Keith began building his consultancy by networking and getting results for local clients. At a consulting event for Perry Marshall, Keith connected with a client who hired him because he had self-published a book. About 5 months later, word had spread that Keith had cut a client's lead cost by 68%, and Perry Marshall's team reached out to Keith about working together.

After Keith had worked with Perry for a while, Perry asked him to coauthor The Ultimate Guide to Facebook Advertising, which is now in its third edition. Keith also started the Perpetual Traffic podcast with Digital Marketer and was working on growing his agency. Since then, Keith found a partner to run the agency so he could focus on the education and consulting certification side of the business.

Listen to the show to hear more details about Keith's transition from piloting airplanes to running an agency.

The Big Mistake in Facebook Advertising

In Facebook advertising, the big mistake people often make is focusing on the wrong stuff. They don't take time to truly understand human psychology or the Facebook and Instagram platforms.

To help people focus on the right things in their ads, Keith suggests thinking of Facebook and Instagram as online versions of a party or a business networking group.