Facebook Ad Tutorial — Should You Mention The Product Price In The Ad? | TBS #282

One of my subscribers recently asked if he should mention the product price in the ad so only really interested people click.

So here’s the deal.

It depends on what your selling point is.

If the main selling point of your offer is the price point, then you should definitively mention the price in your Facebook ad. But if the price is an obstacle or downside, don’t mention the price in the ad.

For example, in November 2016 I ran a campaign that resulted in around $55,000 in a period of seven days. My business partner and I promoted a bundle with one gigabyte of instrumental beats for $7. The low price point was the main selling point of the whole offer.

Usually these beats would cost $29 each, which results in a few thousand dollars if you add up all the instrumentals in the bundle.

So mentioning that it only costs $7 was extremely important.

However, if you’re running a free plus shipping ad for a drop shipping store, it wouldn’t make sense to mention how much shipping costs. The shipping costs aren’t the selling point of your Facebook offer.

It’s the free product that’s the selling point. That’s what’s mean to grab people’s attention and draw them in when they see your advert.

The shipping and handling costs of $9.99 are the downside.

That’s the one part of your offer that isn’t attractive, so you first want to create buying intent and desire by mentioning the product is free and they only have to pay shipping and handling. But the shipping and handling value should only show up on the product page.

The same is true for other offers where the price is not the primary selling point. You first want to build up the value of the product or service and create desire and only then reveal the price of it.

Also some people think that if you mention the price in the ad, it means less people will click and thus you don’t waste any money.

That’s a thinking error.

In reality, if you superficially make less people click on your ad by putting them off, your cost per click will skyrocket. However, this doesn’t mean you’re saving money. All it means is that you’re paying more for fewer clicks, which is actually a bigger waste of money.

Let’s say you spend $100 on your Facebook campaign.

You get 100 clicks, which means your CPC is $1.

Now let’s say you mention the price in the ad or try to forcibly reduce the amount of clicks you get. Now you’re only getting 10 clicks for the same $100 ad campaign, which results in a higher CPC of $10.

At the end of the day you spent the same money, but got less results.

Never keep people away from your product page when advertising. If you think about it, that’s just stupid. The whole purpose of your ads is to get people to your product page so they buy a product from you. If you have to somehow stop people from seeing your website, it means you made a mistake with your targeting settings in the first place.

Don’t try to regulate your traffic with your advertisement. That’s something you have to do in the targeting settings of your ad.

If you target the right, irrationally passionate and hungry crowd of people and have the perfect product for them, it makes absolutely no sense to hold back your traffic and keep people away from your site.

That only shows you made a mistake with your targeting.

If that’s the case, then go back and fix the root cause of the issue instead of micro-managing the traffic resulting from your ad.