Over the years, Facebook has evolved into a robust platform for content creating, sharing, and advertising. With almost 3 billion users, it’s the world’s largest social network, so if your business has an audience of any kind, there’s a good chance they’re already on Facebook.
This, combined with the platform’s insanely in-depth micro-targeting features and customization potential, makes it a tremendous opportunity for advertisers to get their content in front of their most valuable prospective customers. In fact, nearly 70% of social media advertisement spending goes on Facebook ads.
With that being said, all these options won’t get you very far if you don’t know how to use them in your favour. Even experienced marketers find themselves struggling with Facebook ads because the ever-changing algorithm, although meant to increase lead generation and conversions, can make things more than a little complicated.
To help you amplify the impact of your Facebook campaigns, let’s explore best practices, tips from the pros, and what you need to know to get started.
Know your audience
Facebook has become well-known among marketers for its comprehensive targeting options, but this can also have its downsides. You feel a bit like a kid in a candy store. You get excited because you can make your audience as hyper-niched as you want. The problem is that you shouldn’t let yourself get carried away because hyper-niche audiences, as the name implies, means that you’re making your audience too small and limiting the performance of your Facebook campaigns.
It’s generally best to know your target audience before you start choosing your targeting criteria because you’ll easily get distracted by all the options. If you have a business that sells products with a more general appeal, it doesn’t make sense to layer too many targeting options because you’ll be limiting your reach.
You can also use Facebook Analytics to see how your customers or prospects interact with your content. You can review your campaign’s metrics, use artificial intelligence to see what actions the users take when exposed to your content, and other custom insights.
You can also use Facebook Pixel for this type of tracking. Facebook Pixel is a snippet of code that gives you insight into your website visitors so you can create more effective Facebook ad campaigns. You can see traffic, purchases, downloads, and more. This tool allows you to find out which products appeal to your audience the most and generate the most activity, how your customers make purchases – for example, using their phone or desktop – and it enables you to boost repeat purchases.
Retargeting campaigns tend to have better conversion rates and, therefore, lower cost per conversion (CPC). That’s because you’re targeting customers that already have some sort of connection to your business. They’ve at least visited a page on your website, so when you show them an ad with a big sale, the familiarity will make them feel more inclined to click on your ad. They’re also more likely to convert into high-value customers who make regular purchases.
Facebook lets you target people based on lists you upload, which could include email subscribers, blog subscribers, or past customers. You can also target people who have watched a certain percentage of a video from your platform or have interacted with your website.
The way these retargeting campaigns work is a bit similar to autoresponder email campaigns. Based on their specific actions – for example, looking at a product on your site – dynamic ads will show them the same product a few days later and entice them to make a purchase.
Since we mentioned high-value customers, even the smallest businesses have customers that tend to be more engaged and make more frequent or larger purchases. Facebook allows you to create a custom audience made up of this group of individuals and then generate a lookalike audience based on them. This gives the opportunity to connect with audience members who are similar to your high-value customers and increase sales.
You can also use Facebook lead ads to gather information such as demographics, names, job titles, addresses, and phone numbers, which you can use to market and remarket your products. The best parts are that lead ads are very affordable, effective, and the prospects don’t need to go to your website to provide that information.
People that see video ads are almost twice as likely to make a purchase. That’s because we humans are very visual, and videos also allow for more engaging storytelling. Most Facebook users won’t read past two or three lines of text, but they’ll watch a video for 20 or 30 seconds. This gives you more time and space to get your message across.
The good news is that the set-up process for Facebook video ads is as simple as it is for image ads. For some business owners, it’s the creation of the video that might dissuade them, but since this format is so popular and effective, it’s well worth the investment. Of course, you can create video ads that are up to 4 hours long, but that’s not really recommended. It’s best to keep it short and sweet – less than 30 seconds. To increase your video view time, you might also consider adding captions since many people browse their social media feed in situations where they can’t turn on the sound.
As you probably already know, mobile usage has increased significantly in the past few years, and most people don’t scroll through their social media feed from their desktops. They use their smartphones. That means you need to create the type of content they’re most likely to want to interact with.
At the same time, content that’s designed for desktop most often doesn’t translate well to mobile, but content for mobile works well on desktops. What’s the conclusion? You should advertise through mobile-first content. This includes creating vertical videos that mobiles user can watch full-screen without turning their phones. That might sound a little silly, but it makes sense when you think about it. Most users are just scrolling through their feed, looking for a bit of entertainment while they’re commuting or taking a break from work. If they see a video ad, they’re not likely to turn their phones for full-screen viewing. They’ll just continue scrolling.