Facebook Ads as Part of Your Advertising Campaign
Key among the benefits associated with Facebook advertising is the fact that most of your customers are using it daily. According to one study, 96% of social media marketers consider advertising on Facebook the most effective among all social networks. A common goal of Facebook advertising is to drive traffic to your own website. It can be either for boosting the overall reach of your site or for sending users to your dedicated landing page, eventually making them potential buyers of your product.
You could also aim to have them sign up for your newsletter, or take part in some other form of lead generation. Facebook advertising drives immediate results as it is fast. You can actually start reaching people today. If you want a fast way of driving traffic and getting conversions today, Facebook advertising is one of your best options.
Features of a Great Facebook Ad
For success in Facebook advertising, relevance is critical. In 2015, Facebook launched a feature that rates ads with a relevance score. This is comparable to Google’s Ad Rank when using Google AdWords. The more relevant is your ad copy, ad image, and destination page to your target audience, the higher the score you get — and even more importantly, the more favorably your ads will be treated by Facebook.
No matter the type of ad created, your image must be visually appealing. Such an image is likely to be shared more and remembered more than any type of written content. The value proposition ought to be believable otherwise why should the visitor click on your Facebook ad? Without a convincing Call-To-Action, your viewer may not even know what action to take next. That is why your Call-To-Action should motivate the viewer to click on the ad now.
Mobile is now accepted as the future of online business. And with over one billion active users monthly accessing Facebook on mobile devices only, this presents businesses a prime opportunity for reaching more people. With over 84% of those using Facebook accessing it from a mobile device, you need to optimize your ads for mobile.
Optimizing Facebook Ads
With 93% of marketers regularly using Facebook, the potential marketing firepower cannot be overemphasized. And with Facebook, there is no guessing as the numbers will speak for themselves because results are clearly measurable. You will see the number of impressions, clicks, and how many conversions your site is getting. If you really want to outpace your rivals and reach all your potential target audience, optimizing your campaigns becomes critical. This needs to happen before and even after publishing your Facebook Ads.
When setting up a new ad campaign on Facebook, the first task to be made is choosing the objective of your campaign. It is the campaign objective that informs Facebook about your campaign’s ultimate goal and is critical in helping the algorithms to optimize the delivery of your Ad for best results. Therefore, always choose a campaign objective that perfectly matches your Facebook advertising goals.
Having noted the above, what can you do to optimize the impact of your Facebook Ads strategy? Fortunately, there are numerous ways to get more Facebook clicks, conversions and more out of every Ad dollar spent. With all the different types of Facebook Ads, knowing how to optimize your ads can help increase your ROI.
Select Proper Placement
When creating an Ad campaign, you have the option of choosing from several types of placements, platforms, and devices. You could either opt for Automatic Ad Placements or the Edit Placements. For a Facebook campaign, the placement of your ad will have a huge impact on the cost of advertising. Depending on placements, the Cost-Per-Click (CPC) could vary by as much as 550%. The best choice for you will be guided by the type of campaign.
To find out your top-performing placements, you will need to login to Facebook Ads Manager. Use the easily accessible Breakdown Menu to help you break down the different campaigns by Placement. Once you identify or discover the top-performing ad placements, you can then go ahead to optimize that particular campaign accordingly.
Have you identified the best times and days to post your Ads on Facebook to get the most clicks and conversions? You have perhaps heard of the term “banner blindness” in advertising circles. This is a phenomenon whereby people online ignore banner ads for the simple reason that they are being constantly bombarded by these banners. This happens when you are displaying the same advert again and again.
The good thing is that Facebook gives you the power to segment your ads by hours and days. This option, however, is not available when you are working with a daily budget option. It’s only available with a lifetime budget and this explains why the daily budget feature is still not being used by most businesses. A lifetime budget is used to refer to your total budget for an ad set and theoretically doesn’t come with a daily limit.
Facebook advertising has a unique benefit of reaching the exact people you wish to target. When you really understand your customers, Facebook advertising can be used to engage them directly. Facebook is, in fact, one of the most targeted methods of advertising as it possible to advertise to different groups of people by their interests, age, location, and behavior. Data shows that a retargeting message sent to a visitor within 60 minutes of abandoning the shopping cart can lead to a 20.3% conversion rate.
A retargeting ad is designed to promote your business to a previously identified list of people. Perhaps you have seen ads that seem to follow you on the Internet after you have visited a certain website. That is a retargeting ad. The same capability exists for Facebook. You can advertise to a specific group of leads by simply uploading a list of email addresses already in your possession into the Facebook Power Editor to create a custom audience.
Nothing could be more frustrating than when you pay for Facebook ads and then not knowing if they are working at all. This dilemma can be solved by conversion tracking that allows you to know exactly the particular ads which are leading to conversions. With Facebook Pixel, a small code is added to your site, which makes it possible for you to track the way visitors are interacting with your site as well as how it’s relating to your ad campaigns.
The functions of the Facebook Pixel can be broken down broadly into optimization and measurement. In terms of optimization, the pixel ensures that you are showing the right ads targeted at the right people on the basis of the actions they’re most prone to taking. You can start retargeting those who already have visited your website, and also find new ones similar to what you consider your best customers, known as lookalike audiences.
Potential customers visiting your website but who didn’t convert are likely to be comparing providers and prices. By the time when they are through, in all probability, they could already have forgotten about you altogether. This is precisely where Facebook remarketing steps in. This is also one of the best methods of reaching out to traffic that could have originated from Google AdWords.
You then can assemble lists of those visiting specific website pages for retargeting or exclusion from your ad campaign. The New York Times, after implementing this Pixel based customization strategy saw a 25% reduction in per subscription cost and an increase of 2.3 times in the volume of conversions subscription.
In Facebook marketing, a common mistake made by many people is using offers and discounts to convert a lead from the very first customer interaction. Rather, your Facebook ads should first be designed need to build trust and awareness of your products or services. A Facebook funnel built from testimonials and case studies is the ideal approach for this critical process. Over time, this type of content tells people that you are trustworthy and reliable.
After building an audience base that shows genuine interest in your testimonials and case studies, consider offering a demo, discount or free trial that confirms the authenticity of your product or service thus overcoming any remaining doubts. The Facebook funnel will then help you in filtering real prospects from the casual followers. It also helps in lowering the cost of getting a new customer while boosting your conversions. Your funnel can also attract those seeking information but are not ready to buy right away who could easily convert later once they learn more about your products or services.
Leading among the effective Facebook Ads optimization techniques today is arguably A/B testing. After all, there’s no other tested way of knowing what your audience is going to respond to unless you check and find out. Therefore, ensure that you are intentionally testing out the different creative aspects of all your Facebook ads. Areas to test include your ad copy, ad format, and the chosen visual components.
Images are probably the most important component of your Facebook ads and this explains why they are the number-one factor in terms of whether people decide to click your post. Test out several images and identify which ones maximize your rate of click-through and conversions. Ensure that you consult the Official Ads Guide of Facebook to know the optimal image size. Once you find out the best and most effective images, explore more and also keep testing.
There is no Facebook marketing strategy that can be described as one-size-fit especially when you consider how diverse and granular the Facebook platform can become. However, the bottom line is that Facebook ads are a real goldmine for online marketers who have carefully assembled their strategies. Facebook is changing the algorithm used for ads and constantly introducing new ways of doing things as well as new features. Much of what has been discussed above will certainly keep evolving over the passage of time, so keep experimenting and testing to find which ones bring you the best outcomes.