According to Facebook, this social network has a stunning 1.23 billion active users every day. What’s even more important, 1.74 billion people use the Facebook app on a daily basis. Undoubtedly, these stats illustrate how huge this social platform actually is, and how profound its effects on advertising are. It offers enormous possibilities for boosting the social reach of your business, growing your customer base, and building brand awareness. On top of it all, this kind of advertising is cost-effective and with a few simple tricks, you can increase your ROI.
This should be the first step of your Facebook advertising campaign. Objectives are used to indicate what you want to achieve with your ad, and they give Facebook a better insight into what you want users to do when they interact with your ads. They mainly go along the lines of your business goals. Generally speaking, objectives are structured according to stages of the sales funnel: awareness, consideration, and conversion. Each stage offers several options, all of which have a specific purpose, such as boosting your posts, increasing your reach, directing people to your website, collecting business leads, increasing conversions on your website, or prompting people to visit your store.
Targeting and customizing your audience are crucial if you want your Facebook advertising efforts to be effective and fruitful. By displaying your ads to the wrong crowd, you waste your time and money. Apart from generic audience settings, such as gender, age, location, or language, there are other parameters that can help you to additionally narrow down your target audience.
For example, more established businesses should take advantage of customizing their audience, and this usually means identifying people who have already interacted with them by visiting their website or Facebook page.
Based on the collected data, Facebook will generate a lookalike audience. Although being specific is beneficial for boosting your ROI, being too specific can sometimes go unnoticed and be seen by only a limited number of people.
Facebook ads should be visually appealing and attractive in order to catch the eye. Striking design is a must if you don’t want your audience to scroll down past them. You can opt for an image or a video, or even a combination of both, but bear in mind that video dominates the marketing world at the moment.
There are some guidelines for successful ads, and one of the most important is that they should be personal. Instead of presenting your audience with an image of your product, try to make it more personal by choosing a photo of a person using your product. Don’t be too elaborate because text shouldn’t take up more than 20% of your ad photo.
Avoid exclamation marks and all caps, they make an ad look aggressive and tacky. Facebook has very strict regulations when it comes to certain words and phrases in ads. Just to be on the safe side, don’t use words referring to alcoholic beverages, weapons, adult content, or weight loss, unless your audience is age-appropriate.
Again, the goals of your campaign play a significant role in choosing your ad placement. What exactly do you want to achieve? Reach out to a new audience? Send people to your website? Retain your existing customers and make them shop more? For example, if you want to increase your brand awareness and get the maximum amount of exposure, you should go for all placement types.
Mobile ads are very popular as most people access their Facebook page from their mobile devices. A stunning 56.5% of Facebook users log in via their mobile devices exclusively. Don’t send your target audience to your website or landing page from mobile ads, if they aren’t mobile optimized (although it’s high time you took care of that). When you’re promoting your mobile app, you should definitely announce it through the news feed, as that’s the most convenient way for your users to access and download it.
It goes without saying that landing pages should be carefully created. However, many landing pages suffer from a common mistake: they’re not specific and dedicated to promoting just one product or service. In this case, if you use a Facebook ad to send your targeted audience and potential customers to a cluttered and badly-executed landing page that has little to do with the ad, you’re making a huge mistake.
Don’t expect them to check it out and stick around simply because they’re already there. No, they’ll bounce off your landing page and you’ll damage your reputation. It would be a good idea to check “track all conversions from my Facebook pixel” as that’s a great method of collecting information about people who come to your landing page. In other words, this is one of the most efficient ways of lead generation.
Facebook advertising is on the rise, so don’t miss the opportunity to make the most of it in 2017.Back to Small Business blogs
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