September 5, 2017
Facebook advertising is a great opportunity for marketers and businesses to advertise online and find the right audience based on demographics, interests, and contact information. Being a marketer or a business owner, you can establish your presence at a platform where billions of people spend plenty of time exploring content, products, and services. We love to browse Facebook in order to know more about things we are interested in. Don’t we?
It might take you a couple of minutes to create a profile on Facebook but it takes considerable time to master the art of advertising on Facebook. This blog post will help you learn some of the essential ingredients of a successful Facebook ad campaign and how you can avoid common mistakes in the process. Let’s start.
As a business grows, advertising goals change. In the start, a company may find it necessary to create awareness and acquire new followers through advertising. Later, goals may change when the business wants people to purchase or sign up for an event. You need to be very clear about what you want to achieve through Facebook advertising and what metrics you should be tracking. For instance, your goal could be to get 500 likes to your page in a month. Objectives can vary from gaining likes and post-level engagement to increasing website click-throughs and sales or leads.
It is important to know who your audiences are before you even think of running an ad campaign. The clearer you are about your audience, the more relevant and effective your campaign would likely be. You can define your audience or customer persona by writing down the age, gender, income, interests, pain points, values, etc. of people you want to target. Once you define your target market and have a clear picture of your customer persona, it will be easy for you to build campaigns attractive to your target audience.
Images play a crucial role whether you are building a website or an advertising campaign. Stats show that Facebook posts with relevant high-quality images produce more engagement. It can be tricky to find or design appropriate images for your campaign. However, you can make it simple by keeping the interests of your audience in mind and using images that resonate with them. Also, don’t forget to optimize images for your campaign as incorrect-sized images can sink your engagement rate.
A weak or generic headline can make people scroll past your ad and move on to something else. Creating strong headlines is essential as tech-savvy consumers have very short attention spans. The best approach is to define in a captivating way how your products and services can solve a problem or a set of problems. Unless your headline clearly tells your prospects the solution it provides to a problem they presently face, they will look past the ad to find something else. Simply put, a headline should be able to make people read the rest of the ad.
What actions do you want your ad visitors to take: to sign up, to purchase, to download something? People take out the time to read an ad when they are genuinely interested in what that ad has to offer. Create a sense of urgency and guide your audience through CTAs. There are so many marketers out there offering free e-books and guides to entice the visitors and generate email addresses for future contact. Think of the CTAs they use to achieve their objectives.
Tracking conversions is a way to measure the efficiency and ROI of your advertising campaigns. You should track your Facebook ads’ performance the same way you track other ad campaigns that generate real sales. By so doing you would be able to quantify results and determine whether the ads you run on Facebook are worth your marketing dollars (when you compare the performance). Furthermore, you can measure your reach, target, frequency, and cross-device performance to help improve the way your customers and prospects connect with you. Facebook Pixel, for example, is a great tool to track purchase, count leads, complete registration, add to cart, search, and other tasks. Facebook Insights is another handy feature to help you track your social ROI.
Creating a successful ad is only the beginning of your advertising journey. Once a prospect clicks on your ad, they should be taken to a landing page designed specifically around your campaign objectives. This step will determine whether you’re able to move your prospect further down the marketing funnel. Sending prospects to your homepage instead of a page relevant to your ad campaign is not a good idea as the homepage can have distracting information and CTAs that are not closely related to your campaign ads.
Creating an effective Facebook ad campaign can help you present your business where people love to spend their time. By understanding and following these 7 essential ingredients of a successful Facebook ad campaign, you will be able to:
Facebook is one of the many online advertising channels you can use to turn your ideas into incredible growth opportunities. You can consult us to know more about the specifics of Facebook Advertising or online marketing in general. Our digital marketing experts will guide you through every key step in streamlining your overall web presence, from branding and web development to paid advertising and social. Make a good use of digital tools and techniques to outsmart your competitors and take your business to its pinnacle.