7 Reliable Steps to Get Facebook Advertising Right
Since its launch in 2004, Facebook is the most populated, most visited, and most used social media platform. Billions of people use Facebook every day. The users share their information voluntarily, and this makes Facebook one of the easiest platforms to the target audience.
You may have heard that Tik Tok, YouTube, Instagram, and email marketing are crushing Facebook.
There are people who spend on Facebook ads and get no results.
There are businesses, who plan campaigns but see no conversions.
What is it then that makes the difference? Why are some Facebook ad campaigns successful, while others are a big fail?
The answer is simple:
People don’t see results because they aren’t doing it right. They don’t target the right audience or place their ads in the right places—as a result, their ad campaigns fail, and they think the platform is not worth it.
Here is the truth:
Facebook advertising is a goldmine.
Why is Facebook a goldmine for marketing?
Whether you are a small business or a big brand, you can see massive success by running effective Facebook ad campaigns.
Facebook is a huge platform—with more than 2.45 billion active users, Facebook gives you access to a large audience. Out of those, 1.79 billion users use Facebook every day and spend an average of 38 minutes on the platform.
Facebook brings more conversions—in the U.S., 78% of consumers discover products on Facebook.
Facebook ads are profitable—there is no denying it. According to emarketer, Facebook brings 84% referral shares to e-commerce sites, followed by Instagram for 10.7%.
Facebook VS Google AdWords—AdWords is expensive, and the conversion rate can be much lower than the click rate.
Facebook Ads— An Overview
Facebook has an incredible and smart way of sharing its ads. It makes the ads appear very seamlessly, so they don’t disrupt the user’s experience. That’s why Facebook ads bring more click through rates. An average user clicks almost 11 ads per month.
There are the following types of Facebook ads:
- Collection of images
- Instant experience
Facebook provides an expansive reach as it allows you to put the ad on other websites, apps, and platforms. Facebook ads can be placed on various locations including:
- Network (Inside apps or games)
Facebook Ads Campaign—Where to Start?
To start, you need a Facebook business page. From there, you can create your Facebook ad campaigns by using Facebook Ads Manager or Business Manager.
- Ads Manager—The Facebook Ads Manager allows you to access your account overview, campaigns, and tools. You can use it to create ads and manage settings, tools, and billing. If you are a beginner, Facebook Ads Manager is an easy and great way to start.
- Business Manager Suite—The Business Manager Suite gives you access to your account’s activity. You can use it to manage ads, posts, and messages. There is a learning curve, but it is great for those looking for advanced features like audience insights.
7 Steps to Successful Facebook Ad Campaigns
Unfortunately, there is no formula or magic pill to ensure that your ads are going to be a success. That’s why you must start with an open mind.
Be prepared for a lot of experimenting. Throughout your ad campaign, you will have to experiment with the:
- Target Audience—based on demographics, interests, and needs.
- Types of the campaign—based on goals like brand awareness, sales, nurturing, etc.
- Types of ads—image or video, carousel, or instant experience.
- Facebook Ad copy—long or short.
If you want your Facebook ad campaigns to show better results, more revenue, and ROI, you must follow these 7 steps.
1. The Right Way to Target Audience
Every month, 74% of users between the ages of 16 to 64 navigate Facebook. Moreover, it is the most popular platform for people above 64. This gives you access to a massive audience. At the same time, it is very important to narrow your target audience.
- Start by targeting a small group of audience.
- Then, experiment by widening your target group. It is better to change or add one interest at a time. This will help you see the difference.
- Try using different ads for the audience related to different goals. For example, targeting cold audience to expand awareness, and warm leads to get conversions.
When in doubt, use audience insight to create accurate ads. Hootsuite shares a great post here about audience insight.
2. The Right Way of Retargeting
Be a smart marketer and grab the attention of those who are already interested in your product or services. Use the Facebook pixel to bring back your website visitors.
Facebook pixel is a code that you can place on your website. It allows you to retarget your audience and remarket your products and services. When you know who visited what on your website, you can use the data to draft precise ads for your leads.
3. The Right Way to Use Photos & Videos
Facebook advertising is all about blending in the news feed and provide a seamless visual experience. Therefore, it is a no-brainer that your image or video should be of the best quality.
Whether you are using your photos, or stock images, great picture quality can create a great impact. Most marketers believe that videos perform better than ads. According to a recent study by databox, 59.3% of marketers believe that videos drive more clicks on Facebook ads than images.
No matter what type of ad you choose, it is important to ensure that you are following guidelines.
4. The Right Way to Do A/B Testing
You may have heard about split testing or A/B testing, let us share the best ways to benefit from that. Facebook ads are all about experimenting. Until you see the results you want, you must keep tweaking your ads. However, every time you make a change, document it, and compare the results. By keeping a track of the changes that you make, you will be able to create better ads that drive more traffic and sales.
To split test your ads, change only one element each time. You can start by changing the placement of your text or using a different image each time. By split testing, you can see better results and keep things interesting for your audience.
5. The Right Way to Use Tools
To improve the conversion rates of your Facebook ad campaigns, you must use tools that can help you simplify the process and amplify the results. Here are a few tools that may help you.
- Facebook Ads Manager—it is a great basic tool for beginners. If you use more time on your phone than on the desktop, you can try their app.
- AdEspresso by Hootsuite—it is a great tool for A/B testing and optimizing Facebook ads. It is recommended for small businesses, agencies, and solopreneurs. The tool allows you to create, manage, and analyze ads across multiple platforms.
- Qwaya—it is an exceptional tool for professionals. For A/B testing, Qwaya provides you information about every variable. It is also great for scheduling and managing active ads. With Qwaya, there is a learning curve, but its advanced features make it stand out.
6. The Right Way to Drive Results
For a brand that has some social standing, it is easy to drive results with Facebook ads.
Is there a blog post on your website that is really popular?
Are you known for your expertise in a certain niche?
Is one of your products a best seller in the market?
The best Facebook ads should grasp attention in a few seconds. You can grab it by offering something irresistible. For example, you can offer a huge discount or a bundle deal to attract cold clients.
Moreover, your brand’s awareness is your strength. Use it to create engaging content for your ads. You can also offer free digital products. This will help you drive more traffic, build an extensive email list, and bring your leads closer to your goals.
7. The Right Way to Spend your Ads Budget
Facebook ads need time to show results. You cannot put an ad today and check every few hours for results. Give an ad set a few days to see how it is working.
Moreover, an ad that is highly successful right now, may stop working in a few days. Ideally, a great ad will work effectively for the same target audience for a week.
Once you have enough data showing that the ad isn’t working anymore, it is best to pull the plug. By killing the ads that aren’t performing you can save the budget for those that are getting more leads.
If you are seeing good results, you can think about increasing your budget. You can use this money to create more ads and to increase your bid amount. By offering a better click rate, you can enhance your chances of reaching more and more people.
When it comes to Facebook advertising, no one can claim 100% success. It is more about experimenting and figuring out how it works. By following these tips, you can fail-proof your Facebook ad campaigns.
Go ahead, start creating your Facebook ad campaign, and let us know what tips helped you the most.