Carol Kabaale is a Meta-certified Ads Strategist with over eight years of experience in digital marketing. She specializes in helping coaches and entrepreneurs scale their businesses through purpose-driven Facebook ad campaigns. Carol focuses on creating high-converting strategies that attract quality leads and deliver measurable results. Transitioning from a corporate hospitality background to establishing her own successful digital agency, she understands the challenges of balancing ambition with personal priorities. Carol is passionate about empowering entrepreneurs to achieve growth without burnout by leveraging automation and authentic connections. Her mission is to demystify Facebook advertising, enabling business owners to align their marketing strategies with their core values. Through her expertise, clients gain confidence in their marketing efforts and see tangible improvements in their business performance.

In this insightful episode of Talking with the Experts, host Rose Davidson engages in a compelling conversation with Carol Kabaale, a Meta-certified Ads Strategist renowned for her expertise in purpose-driven Facebook ad campaigns. With over eight years of experience, Carol has been instrumental in assisting coaches and entrepreneurs to scale their businesses by creating high-converting ad strategies that resonate with their target audiences.

The discussion delves into the art of running effective Facebook ad campaigns designed to amplify both impact and revenue. Carol emphasizes the importance of clarity in ad objectives, understanding and connecting with the audience, and ensuring that campaigns yield measurable outcomes. She shares actionable insights on defining precise ad goals, crafting compelling ad creatives, and analyzing campaign performance to make data-driven decisions.

A significant portion of the conversation addresses the common fears associated with Facebook advertising, such as the apprehension of overwhelming complexities and the potential for burnout. Carol offers practical solutions to simplify the advertising process, advocating for the use of automation tools and authentic engagement techniques to maintain alignment with personal and business values.

Listeners will gain valuable knowledge on scaling their campaigns effectively to maximize return on investment (ROI) while staying true to their brand ethos. Carol’s approach demystifies the complexities of Facebook advertising, making it accessible and manageable for business owners at various stages of their entrepreneurial journey.

Three Key Points from the Interview:

1. Defining Clear Ad Objectives: Establishing specific, measurable goals is crucial for the success of Facebook ad campaigns. 

2. Crafting Compelling Ad Creatives: Engaging visuals and authentic messaging are essential to capture and retain audience attention. 

3. Analyzing and Scaling Campaigns: Regular performance analysis allows for informed decisions on scaling campaigns to enhance ROI. 

This episode is a must-listen for coaches and entrepreneurs seeking to harness the power of Facebook ads to drive purposeful growth and meaningful connections with their audience.

For a deeper dive into leveraging Facebook ads to scale your business, watch the following discussion:

Leverage Facebook Ads To Scale Your Business

Introduction of Carol Kabali

• Rose Davidson introduces Carol Kabali, a meta-certified ad strategist with over 8 years of digital marketing experience.

• Carol specializes in creating high-converting Facebook ad strategies for coaches and entrepreneurs.
• The transition from corporate hospitality to digital marketing was motivated by a desire for work-life balance and building a purposeful life with their now-husband.
• Their expertise lies in empowering entrepreneurs to achieve growth without burnout by leveraging automation and authentic connection in their marketing efforts. 

Importance of Defining Objectives Before Creating Facebook Ads

• It is important to clearly define objectives before creating Facebook ads.

• Engagement ads aim at increasing likes, comments, shares, and starting conversations, which is useful for top-of-funnel marketing.
• Lead generation ads offer something of value in exchange for contact information, usually an email address, helping build an ecosystem outside of social media.
• Sales ads or ‘book a call’ ads should only be run after engagement or lead generation campaigns, and not to cold audiences, as this is likened to proposing marriage to a stranger. 

Building an Email List as a Business Asset

• It is crucial to build an email list, as it is an asset that the business owner truly owns, unlike social media followers.

• The lifetime value of a lead can far exceed the initial cost of acquisition, making ad spend an investment rather than a gamble. 

Focusing on Metrics That Align With Campaign Objectives

• For engagement and awareness campaigns, one should track views, video view percentages, and engagement rates.

• For lead generation, it is important to monitor cost per lead and landing page conversion rates, aiming for at least a 20% conversion.
• For sales campaigns, calculating return on ad spend (ROAS) and customer lifetime value is essential.
• It is recommended to use Facebook’s Ads Manager, which allows users to filter and customize the metrics they see.
• Meta offers free consultations with experts for those needing guidance on ad setup or troubleshooting. 

Creating Authentic Lead Generation While Leveraging Automation

• One should know the audience intimately and focus on one specific group for each campaign.

• Ad copy, landing pages, and email sequences should be personalized for the target audience.
• Specific language should be used to ‘call out’ ideal clients in ad copy.
• Thinking creatively about audience targeting is important, considering where the ideal client shops, what they read, or what products they use.
• Utilizing Meta’s AI and targeting options helps reach the right audience.
• A two-minute quiz is offered to help determine if a business is ready to run ads and what support might be needed.
• The mantra shared is: ‘What you don’t change, you choose,’ encouraging listeners to take action on things they want to improve in their lives and businesses.
• Website information (carolkabali.com) and social media profiles are provided for those seeking more information or assistance with Facebook ad strategies.

• Rose introduced Carol Kabali as the guest expert who would discuss purpose-driven Facebook ad strategies for coaches and entrepreneurs.
• Carol shared her transition from corporate hospitality to digital marketing, driven by a desire for a more purposeful life with her partner.
• They discussed the importance of understanding the objective behind Facebook ads, whether it’s gathering emails, starting conversations, creating awareness, or driving sales.
• Carol emphasized the value of building an email list and community outside of social media platforms.
• They talked about the importance of targeting a specific audience and personalizing ad copy and landing pages to resonate with that audience.
• Carol suggested thinking about where the target audience would be found in a physical setting to better understand their interests and behaviors for targeting purposes.
• They discussed tracking relevant metrics based on the ad objective, such as video views, cost per lead, and landing page conversion rates.
• Carol recommended scheduling a call with a Meta expert for free guidance on setting up and optimizing Facebook ads.
• Rose and Carol exchanged words of wisdom, with Carol emphasizing the importance of embracing change and Rose highlighting her focus on empowerment.

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