Facebook has completely changed the game when it comes to the way we communicate. As a business, having a Facebook presence is an absolute must. It’s one of the best ways to advertise and make sure your products and services are reaching your target consumers. Here are key tips to help you create an effective Facebook advertising campaign to help accommodate your inbound marketing strategy.
Get creative with content
When Facebook first started offering advertising, you were fairly limited in terms of the types of campaigns you could create. Now, there are limitless possibilities. Before creating an ad campaign, it’s important to consider what your goals are and what type of ad is going to be most effective. Are you looking to build brand recognition? Up your sales revenue? Increase your Facebook page followers? When setting up your ad campaign, Facebook will ask you about your goals to help you better develop your ad campaign.
There are different ways to approach each of these goals. For example, Facebook now offers carousel ads, which are a great way to show off the different products your business offers. Video ads are also much easier to produce now than they used to be, and they’re very effective at establishing you as a leader in your industry. The latest innovation in Facebook ads is the Canvas ad – a visually appealing and interactive full-screen mobile ad.
Get specific with targeting
After you’ve developed the content for your Facebook ads, you’ll need to select the audience you’ll want to target your ads to. This is what makes Facebook advertising so effective – you can reach specific target audiences for better ROI. You’ll be asked to pick specific demographics, like age, location, gender, interests, and more when creating your ad. Ideally, you will want to work towards very specific targeting. Start with the basics – you probably already have a general customer profile that you draw most of your business from. Then, keep an eye on the demographics of people who visit your website and people who make purchases. Slowly, you’ll be able to narrow down even more specifically.
One of the best ways to narrow down your target audience, even more, is with the Custom Audiences tool. You can use this tool to reach people who have already liked your social media posts, visited your website, used your app, or even visited your store in person. This ensures that people who have already expressed interest in your business will see your ad. You can also use the Lookalike Audiences tool to help reach people with similar interests and demographics to your Custom Audiences.
Get efficient with your budget
You don’t necessarily need a huge budget for your Facebook ad campaign to reach the people you’re most interested in. However, you do need to make sure that you using your budget efficiently. To do this, you’ll need to analyze how consumers are getting from point A (your Facebook ad) to point B (buying your product). You’ll also need to set a realistic goal for how much you want to make from your ad campaign.
Start by setting a realistic goal for how many sales you’d like to make from your ad campaign. Then, think about the conversion rate of your website. If your goal was 10 sales, but only 20 percent of people who visit your website make a purchase, then you’ll need to generate 50 leads from Facebook to make 10 sales. Then, you’ll need to figure out how many people actually visit your site from your Facebook ads. If that number is also only 20 percent, then you’ll need to get your Facebook ad in front of 250 people to make your goal. From there, it can require some trial and error to figure out exactly how much you’ll need to spend in order to get the reach you need, but knowing these key metrics makes things much easier.
Test your campaigns
Ideally, your goal should be to create ads that have high conversion rates. This can be challenging, but you can test your campaigns using A/B or split testing to see which features resonate most with consumers. There is a split testing feature within the Ads Manager to make this easier for you. In the split testing feature, you’ll be able to set the variables you would like to test for your campaign. Not only can you split test the actual ad itself, but you can also split test the ad placement, audience, and more. You’ll then specify a budget and run time, and Facebook will run both ads according to your specifications. After the split test is over, you’ll get detailed results that you can use to adjust future campaigns.
This is just the tip of the iceberg when it comes to Facebook advertising campaigns. There’s so much you can do with this most-used social network. If you’re not already running ads, now is the perfect time to start. Learn more about partnering with Make Your Mark, a Philadelphia social media marketing agency to start growing your business today.