10 Keys for an Amazing Facebook Advertising Campaign
Facebook advertising is a great way to attract customers. Social media is becoming one of the leading platforms for advertising. Thus, every social media site has its own fully integrated advertising system.
Facebook, one of the oldest social networking sites, is considered by most businessmen as an ideal place to promote a business as it is crowning in terms of features, insights, and audience.
You need more than just incredible content to be successful on Facebook. Facebook’s distribution marks its marketing success as much as it’s content.
Facebook advertising is a great way to increase the content performance. In a research report, it was found that:
• 94% of businesses have invested in advertising on Facebook; and
• 67% of businesses intend to increase their social media advertising budget in 2018.
But just because Facebook is a great platform for advertising doesn’t mean all brands use it effectively.
Many end up wasting money and throwing resources down the drain because they have no strategy or don’t understand how to use it.
So here are some of the factors you should consider while creating the perfect Facebook advertising campaign.
1. Audience Insights
Facebook’s Audience Insights is one of the best tools you can possibly use. This helps you to learn about your specific audience before risking your budget.
It mines the available Facebook data and lets you identify your target market, based on the people who already like your page.
It saves a lot of time and money as it allows you to focus on the quality of ad and not on targeting the right people.
Thus, now you exactly know which user will likely follow with your ad’s call-to-action.
2. Set up your Facebook Pixel
It is not possible to do anything without having this setup. It is important to set up your pixel properly before you run any traffic on Facebook.
This places a tracking code in the < head> of your website allowing you to track conversions and collect retargeting data.
3. Accompany Ads with Landing Pages
Landing pages educate a user about a product before it asks them to buy it. Facebook advertising isn’t cheap, thus a landing page maximizes the Facebook advertising efforts.
You spend a lot of money on your clicks and therefore you would want each of them to count. Hence, do not connect a user to your website through an ad without first pushing them through a landing page.
Simply sending them to a basic website or product page without any clear direction of what they need to do is a waste of money.
4. Monitor Ad Frequency
Ad frequency is the number of times a user sees your advertising campaign. Any audience is likely to recall your ad if they see it often.
However, if the advertisement is always present there then, they’ll stop paying attention to it. It might then lead to more cost and less effectiveness.
Therefore, you can add a frequency cap to your advertising report to optimize your ads and check your costs. Cost normally starts to rise once the audience is saturated.
If you see the frequency exceeding 1.7, watch your cost per result. If it increases significantly, duplicate your ad’s set and add new targets. This will help you reset your campaign and refresh your audience.
5. You don’t need a Facebook Page to create a Facebook ad
A Facebook advertising campaign can be created even if you are not connected on Facebook.
The only difference is that your ads might show in the News Feed if you are connected on Facebook else it might just exclusively appear in the right column of the Facebook page if you are not connected.
You can create an ad for a website by selecting the Clicks to Website objective or the Website Conversions objective.
6. Activate Sponsored Stories as an add-on
When someone interacts with your Facebook page, offer, event, etc. the action triggers Facebook posts, or “stories,” that the user’s friends may then see in their News Feed. These “stories” are generated naturally but are often buried in the News Feed.
Opting for sponsored stories basically means you are paying to increase the likelihood that these stories will be seen.
You can opt in or out of sponsored stories in the left column of the ad creator tool.
7. Try Facebook Offers to Capture Attention
Facebook Offers lets you promote a deal exclusively to Facebook users. It works similar to the Google Offers Extensions.
You can try using an offer to give away an item – may be an E-book or whitepaper – in exchange for an email address.
Or create an offer or offer some discount to be redeemed in your brick and mortar store.
You should target your Facebook Offer to your Facebook fans first and if that goes well then you can widen your net to larger audiences.
8. Use striking Imagery
Visual content is far more influential than textual content. So you can use an image that will catch people's eyes.
Facebook tells you that you can’t use images that contain more than 20 percent words, so it’s clear that images are designed to grab attention, not display a message. You can take advantage of this valuable real estate within your ad.
9. Choose the Right Bidding Option
Facebook runs its advertising based on an auction. In the simple model, Facebook chooses the best ad based on the bid and performance.
Facebook recently changed its manual and automatic bidding options for conversions. You can choose from two new Bid Strategy options:
• Lowest Cost, with or without a bid cap (formerly automatic bidding with a maximum bid)
• Target Cost, which is focused on maintaining a stable average cost (formerly manual bidding)
You can consider using the Lowest Cost option if you’re new to Facebook ads or have an extremely competitive niche.
It will help you through the bid fluctuations. If your goal is truly to generate results at the lowest possible cost, choose Lowest Cost and Set a Bid Cap.
Target Cost requires more management and optimization but it delivers the highest-quality leads at average costs though you may end up paying a bit more.
10. Establish a Bid Strategy and Budget
You would not want to spend way more than you initially intended. Therefore, it is critically important that you set a bid strategy and budget.
Facebook makes this easy by allowing you to use what’s known as Optimized CPM.
This tool essentially gives Facebook the permission to bid for ad space based on the constraints and goals you provide.
This generally allows you to maximize your budget and avoid overspending.
It is possibly the best to let Facebook take care of your budget unless l you get an idea of how much ad space costs and how to allocate your budget.
Facebook Advertising Conclusion
To create an amazing Facebook advertising campaign, all you need is to understand the platform and utilize all the features. While you need to focus on the advertisement you are creating, you
have to start with the platform you’re using. Once you determine who you’re targeting and how much you’re willing to spend, you can then focus on the finer details.
Using these tips, you should be able to get some experience and get started with initial success.
Don’t forget that Facebook is constantly changing its advertising platform, so stay on top of any new developments and apply them accordingly.