Succeeding on your Facebook Ad campaign without spending too much money might seem impossible. After all, Facebook’s business runs on advertisements that are backed with bigger budgets, no matter how much they deny it.
Most ad formats rely on a bidding system to identify how ads are shown to certain target audiences. Despite this, it doesn’t mean you can’t refine your ads to make it more effective and achieve the results your company needs and desires.
To help you create the best Facebook Advertising campaign that you’ve ever come up with, check out these eight tips that should help you make more effective Facebook Ad campaigns:
Choose the Right Objective
When creating a Facebook Ad Campaign, users are normally asked to choose an objective for the campaign. This can be overwhelming to some at first, especially if you’re not sure what objective to choose.
In selecting the objective, you must consider the goals you have in mind and pick the objective that is most likely to help you achieve that goal. The objective you select will have a great influence on how your ads are served, who sees them, and how Facebook would charge you.
To make it easier for you to choose the objective for your ad campaign, you might want to narrow down your options on the onset.
If you are looking to drive more traffic to your company’s blog, you might think that “boost your post” objective is the right choice to achieve your goal. However, campaigns that are set under this objective will incur charges based on “post engagement,” such as likes, shares, and comments, by default. This might not bring you the best results.
Instead, try choosing the “click to website” objective to bid and get charged specifically for link clicks leading to your website.
Identify Your Audience
Running Facebook Ad campaigns isn’t just a great platform where you can reach audiences that your business would otherwise have no connection with. It’s also an effective tool that you can use to understand your target audience better and explore new markets for new customers.
Identifying your audience and knowing their preferences is a crucial factor when marketing through Facebook Ads. Your level of understanding will affect your creative’s message, look, and feel, as well as how it is perceived by the people you want to engage in.
Use Eye-Catching Images
One of the caveats of Facebook Ads is that people have very short attention spans. Mix this fact with hundreds upon hundreds of posts that a person can see in a week, and you’re in for very challenging terrain. This makes advertising on Facebook tricky.
To get past these factors, you must use eye-catching and attention-grabbing media to get your audience to stop scrolling their feed and read what you have to say. Go for bright, clean, and quality images for the best Facebook Ad materials.
Align Your Ad With The Campaign Landing Page
Have you ever clicked on a link about something interesting, only to read an article about something different from what you expected?
When people encounter this, a sudden rush of anger and shock can overcome a user, which may lead them to close your website and create a lasting negative experience. You don’t want your target audience to have this kind of experience with your business.
Instead, make sure that your Facebook ad material is aligned with the content on your landing page. Doing this will not only avoid confusion but will also merit your Facebook Ad a higher Ad Relevance score.
Making sure that your ads and its content are aligned will eventually help increase your conversion rate, as your business will be able to establish credibility and trust.
Use Different Ad Formats
Aside from having a plethora of objective choices, Facebook Ads also allow you to choose plenty of ad formats that are served differently to your target audience.
The most common difference between these ad formats is between images and videos.
When building your ads, try to focus on one ad type or create multiple creatives with different formats under the same campaign.
To find what works for your target audience and your business, try to examine all available formats and run test ads with a minimal budget and a short duration. This will allow you to gather insights that will help you create an informed decision.
A/B Test Everything
A/B test is an experiment between two almost-identical ad materials with small variations. These variations will help you choose what’s more effective.
If, for example, you can’t decide on what color of ad image to use, then it might be a good idea to run an A/B test to determine what ad image to use.
You can have the most rigorous audience targeting parameters in place and still find no improvement on your ad’s performance. If you want to know what’s not working, creating A/B tests is the rational way to go.
Target Your Visitors With The Facebook Pixel
Aside from Facebook Ads’ powerful audience targeting parameters, you can deploy a much more effective tool to engage with the people that have already shown interest in your business.
Facebook Pixel runs like breadcrumbs, where a visitor can be tracked and served related advertisements after they visited your website. Facebook Pixel can even be optimized to only target visitors who went to browse certain pages on your website.
Using the Facebook Pixel is rather easy to set-up. Just copy the pixel script from your Facebook Ads Manager and paste it in your website’s source code. If this seems a bit too technical for you, it might be best to ask your website developer to do this.
Retarget Your Audience
Seeing people leave your site without making a purchase is all but common.
However, what you should remember is that what they saw on your website might have made a relevant impact on their buying process, but they were just not ready to purchase yet. After a while, without your effort, they might eventually forget about your business.
By retargeting your audience, you specifically serve advertisements to people who are already aware of your business.
Facebook Ads are certainly a big part of any online marketing campaign for every business. This is why you must be aware of the techniques that make it effective in the first place. By keeping yourself updated with the best practices and applying those that are applicable, you’ll eventually find success for your business.