How To Create Compelling Facebook Ads For Your Crowdfunding Campaign?
A simple step-by-step guide to winning ad strategies.
Hey fellow crowdfunders! On this post I want to break down how to create compelling Facebook ads for your crowdfunding campaign. The things I teach in this post can be applied to either Kickstarter or Indiegogo.
Example Client: MyCanoe.
Description: A full size folding canoe that you can fit under your bed.
Goal: $100k+ in pledges
Price point: $800+
The first thing I did to get started was focus on a target audience. I initially created FB ads targeting people who like canoeing and kayaking but those weren’t converting very well. Why is that? Well, for one, people who are avid canoers and kayakers are purists. They want the big boat. They have the space. They have the racks on their cars. They don’t want a smaller version. Therefore, I changed the ads to target people who like outdoor activities such as camping, hiking, backpacking, and also liked crowdfunding, Kickstarter, or Indiegogo. This audience responded very well and we were getting leads for a little over one dollar.
Below Is The Top Performing Ad
In this ad, you will see that there is a “Text” portion, a video (upload your video – 15 to 45 seconds long) , and a “Headline” This example reads as follows:
Text – “ATTENTION OUTDOOR ENTHUSIASTS! Do you like to go camping, hiking, fishing, and spend time on the water? Don’t want to store & transport heavy equipment? MyCanoe will be ready for adventure, no matter where you go”
Let’s break it down:
- The opening line of the text is meant to grab the target audience’s attention and peak their interest right away by asking them questions that they relate to, and most likely will say YES to. In this case, the target audience was campers, hikers, canoers, backpackers, outdoor enthusiasts etc….
- The questions are meant to bring up negatives about competing products. In this case, the was built for a folding canoe that travels in an easy carry package vs. a standard canoe that weighs a ton and is impossible to store or transport for people living in a city….
- The statement “MyCanoe will be ready…” is meant to imply that your product is the solution to these problems stated above
Headline – “Kickstarter Launch Coming Soon! Sign Up Today for a discounted price!”
NOTE: This headline is meant to give your audience and incentive to sign up as well as give them a “sense of urgency.”
***Once you find a winning ad, use the Krowdster backer directory. Export your list and load it as a custom audience and show it to potential backers . I also strongly urge you to create a lookalike audience and target those people too. Facebook is a powerful ad platform. Once the system knows who you are targeting it goes to work for you!
How To Create Compelling Facebook Ads For Your Crowdfunding Campaign