Facebook advertising can be extremely lucrative and well worth the money, but there are a few common mistakes that new advertisers make. The world of advertising is a lot more complex than many people first assume, and some underlying strategies can help to improve any Facebook ad campaign.
A social media pay-per-click advertising campaign is often a good way of launching a new brand or business, but too many smaller businesses fail to plan their strategy before launching the campaign.
Deciding on a budget goes without saying – where best to spend it is what you want to know. Facebook Audience Insights can become your new best friend. There you can learn about specific audiences for your business. This information is gathered from two main sources:
Data people share on their personal Facebook profiles; including their likes, job, relationship status etc.
Data collected by outside companies who compile information on purchasing behaviour, household income, family size, and much more
Select your custom audience by location, age, gender, etc. You can go as detailed as you need; language, parents, politics, sport – keep refining until you have your target audience. Now your Ad campaign is focused you are likely to get a good follow through on your call-to-action.
Good planning means your budget will go far; fail to plan and your campaign could end up costing a lot more money than you expected, and more often than not will be completely ineffective.
Design Effective Banners
We all remember the awful advertising banners of the early 2000s, with neon colours and flashing images which helped to fuel the AdBlock revolution of recent years. Your ads should be easy on the eye; they should be compact yet easily visible, and should only contain the key information needed to entice the user to click. A clear font with appropriate colour choices will be far more tempting to click on than a poorly designed banner. Do note that ads with too much text in the image may be considered as spam and not be approved to run. You can learn more on this on Facebook’s advertising policies page.
A decent ad size is approx. 120×628 pixels. When inside Facebook it will tell you the exact dimensions of your current ad. Do remember to check how your ad looks on a mobile device too as they do appear differently.
Not sure how to start your ad?
Starting with a question usually gets your audience’s attention. Follow this with a sentence on how you have the answer, followed by a good strong image with your brand or logo included (not dominating the image) and a link to the chosen landing page on your website.
Know Your Target Audience
Facebook advertising campaigns can be a good way to reach a huge audience, but sometimes that isn’t what your business needs. Once you have selected the categories through Facebook Audience Insights, take time to study the results and make adjustments to refine the audience for each campaign. As the data is split into six main tabs:
- Page Likes
- Household Focus
All completely interactive, you can focus on a specific segment of your audience for the particular ad. For example, if you are promoting a new high performance lubricant for sports cars, you could find the target demographic is 30 to 50 year old men with no children, city dwellers, with interests in sport and Formula One racing. You will then know that focusing your ad here is more likely to give a successful ROI than posting the ad out to a general Facebook audience.
Taking time to target appropriately will ensure profitable advertising.
If you don’t your campaign will certainly be ineffective and, to be frank, a waste of good money!
Create Facebook offers
People like getting something for free or with a heavy discount, and Facebook offers are a good way to achieve that. The great thing about offers is that once one person has redeemed the offer, it will be displayed to their other friends on their timeline and through the recent activity feed. Offers are a good way of driving initial traffic to a website or service, and people are far more likely to click them than a plain banner image.
For example: aim at 30 to 60 year old male and females with marketing interests…
Are you ready to place your super effective Facebook Ad campaign?
Then just do it!
Remember if you’re not happy with something once your ad has gone live, there are things you can do…
- You could change the image – let it run for 3 or 4 days then reassess the stats.
- If you don’t see a difference, try changing then text.
- Take it step by step and monitor the results.
- If you changed everything at once it would be impossible to know what the problem was.
Before you change the ad do study the target audience and make sure you get your ad in front of the right people.