17 Steps To Flawless Yoga Facebook Ads In 2021 (Without Wasting Money!) – PART 1
You probably don’t need us to tell you that promoting your Yoga Studio with Facebook Ads is confusing at best, and a complete waste of money at worst.
And we can’t say that we blame you.
Facebook Ads can be confusing when you’re just getting started, however rest assured that Facebook Ads are one of the best ways right now to promote your Yoga Studio. Hands down.
This comprehensive guide will take you step-by-step, and show you everything you need to know to run winning Facebook Ads to promote your Yoga Studio.
Note: This is PART 1 of the series – see here for PART 2.
And see here for the full overview of how to advertise your yoga classes.
In this guide we’ll cover:
- First – Why Facebook Ads?
- The 7 Things Most Yoga Studios Do Wrong With Their Facebook Ads
- Non-specific Targeting
- Send Users To Home Page
- Don’t Leverage The Pixel
- Don’t Collect Emails
- Boosting Posts
- No Compelling Offer
- Don’t Spend Enough Money
- Your Unique Voice
- Setting Up Your Account
- Facebook Pixel
- Campaign Types
- Facebook Lead Ads
- Conversion Campaigns
- Traffic Campaigns
And without further ado – let’s get into it 🙂
First – Why Facebook Ads?
Before we get into all the nitty gritty details, it’s important for us to understand why to even bother with Facebook Ads to promote our Yoga Studios in the first place?
Here’s a couple jaw dropping stats:
- User Base: As of the 2nd quarter of 2020, Facebook has over 2.7 Billion active monthly users. That’s Billion with a B. If you sell anything, you have a market on Facebook.
- Cost: Facebook Ads are cheap. In fact they’re about 90% cheaper than Google Adwords (90%!). Dollar for dollar, Facebook Ads are one of the cheapest advertising mediums available (even still in 2021!).
- Targeting: There is no other platform that lets you get as specific and detailed in terms of your audience targeting as Facebook. If you want to reach 47-53 year old women with an empty nest who are looking to get their ‘groove back’, who love yoga, healthy eating, physical fitness and are cat lovers – you can find them on Facebook – and, promote your brand new cat yoga class, and promote your cat yoga swag.
Facebook Ads are cheap, give you nearly half the world’s population at your fingertips, and allow you to get hyper-specific with your targeting. Have we sold you yet?
The 7 Things Most Yoga Studios Do Wrong With Their Facebook Ads
Now before we go any further, we want to share some words of warning first.
Yes, Facebook Ads are highly effective for promoting your Yoga Studio, however, many a yogi has been burned before with ad costs that were out of control, and results that left much to be desired.
Is this because Facebook Ads don’t work? Nope. It’s because it’s easy to do them wrong.
So let’s go through 7 specific ways that most Yoga Studios do their Facebook Ads wrong:
Facebook gives you extremely specific targeting options, however, you have to actually use them. Targeting by age, gender and geography are the basics.
If you’re not getting hyper specific with your interests and demographics based targeting, you’re missing out.
Sending Users To Home Page
This isn’t so much a sin with your Facebook Ads, but more of a sin of your user journey.
Imagine for a second you were scrolling your Facebook feed and an ad popped up that said “30-Day Free Trial at Amy’s Yoga Studio!”. You then excitedly click on the ad, which takes you to Amy’s homepage, and there is suddenly no mention of the 30-Day Free Trial, or how to sign up.
You’d likely feel mislead, frustrated, and possibly lied to – not a great way to start the relationship.
You have two options: 1) the first is to create what are called ‘dedicated landing pages’ which have the exact same wording and offers as your ads, or 2) the second (and easier) is to use Facebook Lead Ads, to collect users information directly in Facebook, without needing a landing page.
Not Leveraging The Pixel
Okay, we admit, this one is a little more techy – but don’t get intimidated, it’s not actually that complicated.
As a quick refresher, the Facebook Pixel is a small piece of code that gets installed on your site that allows you to track things like website visitors and conversions.
iOS 14 disaster aside, the Facebook Pixel allows you to run your ad campaigns more effectively by helping you to connect with your ideal new students.
This video shows you exactly step-by-step how to get your Facebook Pixel installed:
Not Collecting Emails
This is probably the cardinal sin of online advertising.
Platforms like Facebook and YouTube and Pinterest are great, however never forget that you’re just one accidental mistake away from having your whole account disabled.
Not trying to sound doom and gloom here, but we’ve seen too many ad accounts over the years get shut down (Facebook is the worst offender) seemingly out of the blue.
We’d like to save you the pain by showing you the importance of building your email list right from the beginning.
Facebook can shut you down, but nobody can take away your email list – that is an asset that you own – it is yours forever.
Boosting posts on Facebook is a rookie mistake.
Most yogis when they’re first exploring how to run ads on Facebook, start by boosting their posts right from their business page. It is quick and easy (a dangerous allure), however the trade-off is a loss of precision and accuracy.
You don’t have nearly as much control when you ‘boost’ a post vs setup in the business manager. And as a result you’re likely burning cash and you don’t even realise it (or you do realise it, which is why you’re reading this post in the first place).
No Compelling Offer
The other mistake we see Yogis make is not giving a compelling or ‘irresistible offer’.
The irresistible offer is what incentivises your future students to actually take action and walk into your Yoga Studio.
And look we get it, you didn’t become a yogi because you loved sales and marketing, but luckily we’ve got your back.
It is not enough just to say ‘yoga is great, you should come try it!’, you need to offer a compelling reason to not only get someone to stop scrolling, but also to get them to actually walk into your Yoga Studio.
Offering a 30-Day Free Trial is enough to get anyones attention.
Don’t Spend Enough Money
Now, we have to choose our words carefully hear, for fear you may misunderstand us.
Obviously, if you have a poorly planned Yoga Facebook Ad Strategy, then just dumping more money into will only make the garbage fire burn faster.
However, we also commonly see the opposite problem, where a yogi has developed a winning ad campaign, yet they are too afraid to really commit.
Depending on your aspirations for growth, we recommend a minimum of $20/day spend, however for more serious growth, $50/day is recommended.
This gives you enough budget to test enough ad variations, photos, videos, offers, headlines to find out which ones are delivering you the best results.
Your Unique Voice
Alright, now that we have all the ‘don’ts’ out of the way. Let’s talk about the ‘do’s’.
And let’s start with ‘do find your unique voice’.
Let’s face it, there’s a reason you started your own Yoga Studio – you have your own thoughts, your own beliefs, and your own vision for a happier and healthier future – and you need to share what makes you unique to the world.
Let’s look at some human psychology here. People aren’t interested in joining the ‘Walmart’s’ of the yoga world – they’re looking to join a local community that shares their values and beliefs.
The more real you can be in expressing yourself through your photos, videos and ads – the more future students will be able to connect with you.
Setting Up Your Account
Now we do have to get through some of the boring stuff before we can get to the exciting stuff.
Your first step (if you haven’t already), will be to set up your Facebook Business Manager Account. Follow this link here to get started.
This video Jordan Platten takes you through step-by-step exactly how to get your Facebook Ad Account setup:
The Facebook Pixel is another one of those technical steps, that just needs to get done.
If you’re not a techie person, not to worry, this does not require any coding skills.
If you’re using WordPress, you can use the Facebook for WordPress Plugin, to get yourself setup and running.
This video by Jason Wardrop runs you through exactly how and why you need to have your Facebook Pixel setup:
Now we’re getting closer to having your campaigns actually up and running.
Our next step is to select the campaign type. This can feel overwhelming at first, but we’ll keep it simple to get you started.
Let’s focus on 3 campaign types that are most optimized for growing your Yoga Business:
- Lead Ad Campaign
- Traffic Campaign
- Conversion Campaign
Facebook Lead Ads
For any yogi just getting started with Facebook Ads, we recommend the Facebook Lead Ads – hands down, no questions asked.
Because they are the simplest to start with, and, most importantly, they don’t require you to have a website or dedicated landing page.
Having a properly built out website can be a major stumbling point for most Yogis, and the Facebook Lead Ads removes that hurdle entirely.
What are Facebook Lead Ads?
Lead Ads run just like regular ads on Facebook, however instead of sending users to a landing page, they allow you to collect your future students details (aka your lead) right on the Facebook platform.
A little window pops open and auto-populate with your users information (Facebook knows all), so all they need to do is press the ‘submit’ button, and you’ll receive their name, email and phone number.
This allows you email or call, and to personally offer them your 30-Day Free Trial.
Definitely start with Facebook Lead Ads if you’re just getting started with your yoga marketing.
Next on the list is the Traffic Campaign.
These are relatively straightforward – they send users directly to your website.
Now as mentioned above, we do recommend having a well built (and fast) website or dedicated landing page before running this campaign.
However, if you already have a site that is optimized and ready to go, the traffic campaign can be a great way to get more users to your site, and start building your remarketing audiences (more on those later).
The conversion campaign is the creme de la creme of Facebook Ads, however these are not recommended for absolute beginners.
To run a successful conversion campaign, you need to have your website built, your pixel installed AND have a conversion even to track.
What is a conversion event?
Let’s say you have an eCommerce store – when somebody buys those sweet new yoga pants, you’ve just had a conversion.
Or, if you have a newsletter, getting a newsletter signup is a conversion.
Or if you have a link to your Calendly, getting a booking would be a conversion.
A conversion can be whatever you want, but the more aligned with your business objectives the better.
A Facebook Conversion Campaign will seek out all those users on Facebook who are most likely to complete your desired action. Pretty sweet when talking about eCommerce sales 🙂
Now we’re getting into the fun stuff here. Facebook targeting allows you to get hyper-specific with who you show your ads to.
This is a great way to be more cost effective with your ad dollars – as you’ll know with confidence that only your most eager fans are seeing your content.
First of all, Facebook is a goldmine for Yogis.
Built into the platform, Facebook has a number of direct ways to target your audience. From the direct:
- People who love yoga
- Yoga pants
- Hatha yoga
- Hot Yoga
- Bikram Yoga
- Kundalini Yoga
- Ashtanga Vinyasa Yoga
- Karma Yoga
To the indirect (but still highly applicable:
- People who love mediation
- Healthy eating
- Organic Foods
- Physical fitness
And to make it even more hyper-targeted you can layer on demographics to get something that looks something like: Women, 25+, in a 10km radius, who love Yoga, Yoga Pants AND Organic food. Now how specific is that?
From where I am in Toronto, that gives an audience of 76,000 people – think that’s more enough to build a business? You’re golden.