Social advertising is a powerful tool for brands when used properly. Are you ready to see your ads drive the results you want? Implement these tips to light a firecracker under your Facebook ad campaigns!
1. Identify clear goals
I harp on goals a lot, but they are so important. How are you making decisions for your brand when it comes to running your Facebook ad campaigns, if you don’t have clearly defined goals.
Do you want more people to know about you, to drive traffic to your website, increase engagement on your posts, people to visit your storefront, or increase in sales?
Here is a quick break down of Facebook’s ad objectives and the types of ads you can run for each:
• Brand Awareness
• App Installs
• Video Views
• Lead Generation
• Catalogue Sales
• Store Visits
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2. Refine your target audiences
Do you have clearly defined audiences for your Facebook ads campaigns? Good!
You have probably taken advantage of Facebook’s comprehensive core targeting (interests, demographics, locations, connections and behaviors), but have you done a deep dive into the custom and lookalike audience options? If not, you are missing out on opportunity for refined targeting!
Custom Audiences allow you to target people who have already shown interest in your brand. These audiences include using data from a CRM, retargeting people who have interacted with your website (requires a Facebook pixel) or people who have installed your app (requires a Facebook SDK).
With this capability you can send an ad to someone who added your product to their cart but didn’t purchase, enticing them to come back and convert.
Lookalike Audiences help you reach people who are similar to your current audiences. You can create Lookalike Audiences based on people who like your page, purchased something from your website, engaged with a post, etc.
These people are more likely to respond to your ad because their interests are similar to people who are currently connected to your brand.
3. Test everything
How do you know what audience, creative, copy or ad type delivers the best results? Did you create one ad campaign, with one ad set, one image and one copy variation and just let it run indefinitely? It may appear to have good results, but without testing every aspect of your ad campaign, you will never know if that is the absolute best you can do.
Take advantage of Facebook’s A/B testing to find clear winners. I recommend testing one thing at a time so you know what change made the difference. For example, test 4 clearly different images with the same copy to the same audiences in one campaign.
These tips are just the tip of the iceberg when it comes to all that Facebook ads have to offer. It can be overwhelming and my biggest advice for running successful Facebook ad campaigns is to have someone who lives and breathes ads in your corner…oh wait that’s us! (wink, wink)
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