Facebook advertisements continue to gain market share against Google AdSense. More and more, advertisers venture on Facebook advertisements to market their products.
In this article, we will tackle 8 tips to run Facebook ads successfully.
How Facebook Ads Work
The Facebook ad context typically consists of an image and a message. Ads are shaped as rectangles which are placed on the sidelines of Facebook pages.
Small businesses who promote their products online can very much benefit from Facebook as a social advertising platform. If you are an entrepreneur or company owner, with Facebook, you can leverage the profile information and likes to target specific communities.
Facebook has tools that enable you to reach out to attract and acquire new customers. These potential customers are composed of the right set of leads and not just random ones. This is because Facebook is already equipped with everyone’s actual interests. So the system matches their profiles to suit your page’s focus.
If you administer a page on Facebook, you can invite friends of your page followers to also become fans. In this way, your fan base expands.
So let’s get to 8 essential tips for Facebook ads:
1. Set and define clear goals.
Start with an end in mind. By knowing what you want to achieve, you can then visualize how your ad will look like. There will be different layouts and images depending on what your goals are.
One of the usual goals of startup businesses is to build awareness of their brand. In this case, you have to capitalize on traffic.
Making the “like” button already accessible in the Facebook ad unit is recommended. This is to immediately have additional page likes—and therefore fans.
Converting fans to customers is another option. If you opt to generate more sales, placing the contest invitation in your ad will capture the eyes of leads.
2. Copy Writing
Effective copywriting in Facebook ads entails giving the gist of your brand and an informative overview of your company. Your writing style and tone should be compelling to be a convincing copy. The key is to persuade.
The ad should have a headline and a description that are enough to decipher, not too short and not to long either. These texts should be structured with concise keywords and clear to understand. You only have 135 characters to write on so use familiar words that spell the best.
Also, don’t promise anything that you cannot deliver!
3. Effective Targeting
What do you think is more effective—having low reach with a focused target or high reach with a wide target? There is no right answer because everything depends on the nature of your business. So be creative with planning which one to target.
The good news is that Facebook allows you to choose demographics of your intended audience. More may not be always better. If you can stick with a few ones who are very responsive, you’ve got yourself a great deal.
Keeping an active engagement with your existing fans may be a more preferred tactic than spending time to look out for more followers. What you can do is take advantage of birthday ads. Send an ad to those with birthdays coming up and give them a coupon or some freebie. They will for sure cherish your gift specially made for them!
4. Copy image
Just like the text, you should incorporate images that stand out and call viewers to action. Your Facebook ad functions to motivate users to click on it and land at your page.
A good pointer is not to use your company logo all the time, because sometimes it looks boring. According to studies, smiling pretty girls and hot-looking men often catch the attention of Facebook users.
So better use these photos than cartoonish ones or stock images. Make sure that they fit and have a good contrast against the background as well.
Uploading Facebook ads requires bidding. Facebook utilizes a marketplace system that decides how to reach the target markets in exchange for the lowest CPC (cost per click). You input a certain rate and wait until Facebook responds to your ad submissions.
Question is, will you bid low or bid high? The perfect answer is to bid during “low seasons” –when there are not much competitors. Basic logic says that bid prices are on the rise if competition peaks. So if your ad isn’t any pressing for now, consider pausing and then find your right chance next time to close a lower bid.
6. Split Test Your Ads
Testing is the best directive you can get to get success. Don’t just place a single ad and have it run for the rest of its lifetime. Instead, dispatch different ad units which differ in the ad copy, ad image, interest groups to tackle and the demographics (e.g. gender, age, etc.) within those interest groups.
Analyze the results from the tests and know which ad unit performed the best.
7. Monitor Your Ads Closely
In relation to the previous tip, studying the reach of your ad is vital. Your Facebook ads don’t stay there successful forever. Chances are, they will degrade over time when others surpass them.
So when you see that at some point they decrease at a rate that’s displeasing already, alter the target once again and perform tests. You can target a different demographics, change your copy text or copy image.
8. Use Facebook’s Conversion Tracking Tools
To be viral on Facebook calls for real effort. After making several approaches in promoting using Facebook ads, you have to measure the improvement of your success rate. You can do this by measuring your CTR (click-through rate), number of comments received in a period of time, number of likes in your photos posted and status messages, etc.
Moreover, determine the number of active users and know how many actual impressions your posts make in a week versus the expected.
By learning about these helpful tips on Facebook advertising, you can start catching on to the effectiveness of your Facebook advertisements. But it’s only by applying them that you can know for sure the best method that works for you.
Anyhow, rest assured that with Facebook, your social media marketing budget will be all worth it!
Celina Conner is a Yoga Instructor, a holder of a Management Diploma from Martin College Australia and a mother of a beautiful daughter, Krizia. She has a passion in cooking and formulating vegan recipes. Follow her adventures on her Twitter.