Facebook ads are a big deal. According to Facebook’s COO Sheryl Sandberg, the platform has 65 million businesses using Pages with about 4 million of those businesses directly advertising on Facebook. These businesses are targeting 2.2 billion Monthly Active Users (As of Q4 2017).
By any measure, these are vast numbers to contend with, and this is why it is undoubtedly a good idea to take advantage of this vast resource of active users on the platform.
With that said, one glaring dilemma comes up as soon as you decide to take the leap and use Facebook marketing and more Facebook business advertising for your promotional needs. How do I make my business stand out given that there are so many others already advertising on Facebook? An easy way to learn how to make use of this is to take a social media course that will help you learn techniques to distinguish yourself from what is common.
You could even start by reading this article and hopefully, you will be able to make a difference for your business through creating the perfect Facebook Ad campaign. The first logical step in our journey is to understand how Facebook Advertising works.
How does Facebook Advertising Work?
The tool that you will need to familiarize yourself with to create an AD on Facebook is the Facebook Ads Manager. The Facebook Ads manager is your ‘AD campaign Command Center’ that you use to create and manage your Ads on mobile or desktop.
For a first-time user, Facebook Ads Manager can be quite daunting. In as much as Facebook calls it a compelling AD management tool built for advertisers of any experience level, the truth is that just the sheer number of options that the tool offers can make it quite confusing for beginners.
Thankfully, there are a lot of guides out there that can hold your hand through the process for How to Use Facebook Ads Manager.
At the end of the day, there are a few key points that you need to pay attention to if you want to create successful Facebook Ads. Below are some of the key points:
Are you a good fit to advertise on Facebook?
Facebook Ads best work to generate demand and not to fulfill demand. In other words, most people using Facebook are there to connect with their friends and not to look for products to purchase. Essentially, the best way to advertise on Facebook is to make the distinction between display Ads and search Ads and learn when to use each to get the best ROI. As a rule of thumb, start with search advertising (with the likes of Google Ads and Bing Ads) and then slowly move to display advertising (Facebook Ads) for remarketing purposes.
Most successful Facebook Ads use low friction conversion techniques including asking for sign-ups. They also depend on customers who have a customer lifetime value of at least six months or more because you want to build trust before asking them to buy from you.
Who to target and how to target them
Facebooks targeting choices are quite robust, and you can reach a very large demographic. That said, by and large, the purpose of targeting is to focus on niche areas where you can derive the most benefit from your efforts. If you choose to go for broad category searching as opposed to precise interest targeting, be ready to pay more for it.
Depending on your audience, different target criteria like Education, workplace, connections, and language may be the best option for you. However, for most marketers targeting based on Age, Gender, Interests, and Location are sufficient. You should do Facebook Ads interest targeting research to find out what works best for you.
Choose your images carefully
The image you choose for your Facebook Ad is quite possibly the most significant part of your Ad. If your image doesn’t catch attention, then it is unlikely that anyone will actually take a closer look at the Ad and read your copy.
Since you want to make your Facebook Ads stand out, you must also make your images stand out and catch attention. Your options for creating such images is to either buy them, license them or to make them yourself.
Whichever approach you choose, remember that to make your images stand out, some of the well-known ways to achieve this include:
- Use images of people and especially close-up faces that your audience find attractive
- Use colors to grab attention
- Use your logo
- Use minimal text
- Use unusual pictures including quirky pictures and illustrations, fun and funny pictures of people or animals
Write a good copy
Once you choose a great image for your AD and thereby earn your audience’s attention, you then have the opportunity to tell them what you have to offer. Remember, when in doubt, keep it short, keep it crispy, and keep it simple.
Keep iterating on your Ads
Since your goal is to make your Facebook Advertising stand out, you constantly want to improve the Ads that you use. A good strategy is to choose a maximum of three Ads for each campaign and then based on the click-through-rate (CTR) of each AD, replace the lowest performing one and replace it with another. This strategy will eventually make your Ads stand out from the crowd. The average Facebook AD CTR should be based on your specific industry.
Place the right AD bids
If you don’t place the right AD bids, then two things often happen:
- You pay too much for AD results
- Your Ads will not get delivered due to low AD bids
As such, optimizing your Facebook AD bids is crucial. Your basic strategy should be to bid on conversions because Facebook sponsored ads will be delivered to people most interested in your offer which means a higher likelihood of conversion. Optimizing your targets and the Ads you place is one way to continuously increase your CTR.
Send prospects to a high-converting landing page
Beginning your Facebook AD campaigns with the end in mind is critical to your ultimate success with Facebook ads. In other words, optimizing your Facebook ads for lots of relevant clicks is just half the journey.
Although FB ads are best designed for generating demand, you still want to have a good ROI for the Ads that you place by converting the generated traffic into revenue. Therefore, instead of sending your audience directly to your website, direct them to a high converting landing page.
High-converting landing pages have the following basic characteristics (LINK to ‘A Beginner’s Guide to Landing Pages’):
- They lack navigation
- Have a catchy headline
- They have clear, compelling, and effective CTA
- They have a value-centric copy that is easy to skim through
- They have a simple and non-distracting language and design
- They incorporate impeccable and engaging content
- They include strong trust indicators
Make use of Facebook Analytics and insights
Once you have managed to get your voice heard in the Facebook crowd, tracking the performance of your Ads is valuable to stay on top. In fact, right from the start, understanding the metrics on your Facebook page allows you to ensure that Facebook algorithms work for you, instead of against you. Learning to effectively use Facebook Insights and Analytics is therefore crucial.
Tips to Keep in Mind for Great Ad Campaigns
If you have managed to through most of the content above including looking through the useful links provided to elaborate on the points made, then you are in a great position to make the next move towards creating great Facebook Ads. For those looking for just the highlights of what they need for Facebook AD success, here are some quick Facebook advertising tips for you:
Creating your campaign and relevant targeting
- Learn to use the Facebook Ads manager
- Make your Facebook Ads relevant by targeting your high probability customers first. For example, target your existing customers as well as people that have already ‘liked’ you on Facebook or people that have expressed interest in you or your brand
- Make use of Facebook Insights and Analytics tool to optimize your demographic and refine your Ads
- Test your Ads and rotate them as you find out what works and what doesn’t
- Choose the right time of day to display your Ad. When your audience is most likely to view ads and click on them.
Choosing the assets and optimizing them effectively
- Make use of AIDA (Attention-grabbing headlines, garner Interest in your product by describing its benefit, create immediate Desire with a great offer/discount, call to Action) to generate leads and revenue.
- Use high-quality images that have the following features:
- Eye-catching images especially pets and beautiful faces
- Images of women perform better than images of men
- Images of fun and happiness
- Avoid Facebook colors because people will most likely skip over the AD
- Choose images that are the right size based on the type of AD that you choose to use
- Use interactive experiences for example by experimenting with GIF’s
- Be direct with your message and avoid being too clever. The main reason for this is that your audience probably has just a few seconds to stop and check out something attention-grabbing as they scroll through their Facebook page. As such, decoding messages is not something that they want to do.
- Use powerful words or phrases to pass your message across but avoid making your text more than 20% of the image’s size.
Analytics and optimization
- Install Facebook pixel to allow you to measure, optimize and grow your audience
- Place the right bids by setting the right conversion value. If you don’t set a conversion value, it will default to $0
- Setting the right conversion value allows you to measure earned amount versus the spent amount
- Optimize your analytics by tagging your URL’s. or example, if you have two Ads that lead to the same URL, having tags will allow your analytics provide you with more information to differentiate the source and determine which Ads are more effective.
- Use A/B split testing to optimize your Ads. Change CTA’s, headlines, descriptions, images, demographics, bidding types, device placement, time of day, purchase behavior, interests, and other elements to see what works and what doesn’t.
- Give your Ads equal opportunity to succeed by choosing the right amount of time that is equal for each AD
- Run analytics reports from the Facebook Ads Manager regularly to find out how your Ads are performing on an ongoing basis
- Keep an eye on your relevance score. A low score means that your Ads are not resonating with your audience and this means that you should switch up your Ad.
This is not an exhaustive list of all that you could do to succeed with your Facebook Ads campaigns. However, if you at least keep in mind an apply the suggestions mentioned here you will create an ad that will stand out from the crowd and deliver the impressive results that you are after. By a lot of standards, this is just the perfect Facebook Ad campaign that every business owner or marker is looking for.