Part Two: 5 Simple Tips for How to Use Facebook Ads
With over 2.2 billion Facebook users across the globe, are you taking advantage of Facebook Ads?
Whether you’re just getting started or looking to improve your existing Pay-per-click (PPC) campaign, Facebook Ads prove one of the most successful marketing tools for driving sales and boosting conversions.
Though since the Facebook algorithm has changed to now prioritise content from a user’s personal connections, rather than public content from brands, it’s become incredibly difficult for businesses to (organically) demand attention.
As organic reach has officially declined on Facebook, businesses must strategise to implement innovative and eye-catching content in order to attain mass engagement – this is where Facebook Ads come in.
In our previous blog, Part One: 4 Things You Need to Know About Google Shopping Ads, we discussed the benefits of employing the very platform that’s taking over retail search marketing. We also explored the benefits of employing Google Shopping Ads to either create a flourishing omni-channel experience or amplify an existing E-commerce platform.
Now, we reveal 5 intriguing tips for how you can use Facebook Ads, “the most targeted (and cheapest) form of advertising“.
1. Use Facebook Ads Manager to Set Primary Objectives
As part of your umbrella social media strategy, it’s incredibly important to be able to define what you’d like to achieve from Facebook Ads. This enables greater direction for your overall campaign.
How? Fortunately, Facebook Ads Manager has this all set out for you. For whichever primary objectives your campaign entails, whether that’s increased conversions, greater exposure or amplified brand awareness, Facebook Ads Manager allows you to choose.
Here, some of the main marketing objectives you can choose from are: traffic, engagement, lead generation, conversions and more.
2. Install Facebook Pixel
Image via Facebook
After you’ve set up micro-targeting and experimented with dayparting, Facebook Pixel proves the perfect analytics tool in refining your Facebook Ads campaign.
When you install Facebook Pixel, you’ll be provided access to cutting-edge measurements, which allow you to learn which actions your audience is performing, just how effective your advertising strategy is, and how to target the right audience.
Facebook pixel enables you to draw in people who are (most likely) already looking for your product or service and those who have already expressed an interest in your site, whereby you can also create a ‘Lookalike Audience’.
Furthermore, you’re also provided access to rich insights regarding your website traffic and the opportunity to measure cross-device conversions, which demonstrates exceptional advantages, especially through ‘conversion optimisation‘.
3. Utilise Targeting Features and Start Dayparting
Image via Facebook
With Facebook’s highly effective targeting tools, you can establish your target audience based on selection criterion and bring your ideal audience (even) closer to you.
All enabled through Facebook Ads Manager, these built-in features include: Demographics, Location, Interests, and Behaviours. In addition, you can also create custom, core and lookalike audiences; each serving a unique purpose. For example, if you own a hair salon, it’s safe to assume you collect your clients’ contact details to send them appointment reminders, updates and promotions. Well, when you create a custom audience via Facebook Business, you sync all of these contacts; enabling you to connect with clients on Facebook too.
When you’ve established your audience and their specified behaviours, including engagement peaks, you’re then provided the perfect opening to start ‘dayparting’. Dayparting is an instrumental marketing tool that involves planning your posts to go live at the times with the highest engagement, and since Facebook provides in-depth page insights – you just need to schedule your posts accordingly.
4. Test Different Facebook Ad Types
Image via Facebook
Lifestyle? Tech? Fashion? For whichever industry you’re in, there are several Facebook Ad formats to get creative with: Photo, Video, Carousel, Slideshow, Collection and Messenger.
Based on your primary business objectives, the purpose of these ads will differ. A carousel ad (pictured) is especially beneficial for e-commerce sites as it enables you to display either the same product or a series of products across multiple images – all contained within a single ad. Alternatively, take storytelling to the next level with a collection ad and reveal a narrative behind a product or service with this seamless and fast-loading visual experience.
For any Facebook ad format you choose, you can also test and experiment with complementary call-to-action (CTA) buttons to determine which ads are the most effective for your brand.
5. Use Insights to Inspire Your Next Strategy
It’s always a learning process! Through trial and error, you can discover, practice, experiment, collect data and utilise these in-depth insights to inspire your next sharp and innovative Facebook Ads campaign.
Merry Posting! Stay tuned next week for the final instalment in this three-part blog – Instagram Shoppables.
Until then, for even more handy tips, check out our latest vlog, Path of Victors: Working with First Page, for an intriguing client testimonial from Path of Victors, a global reality show for investors and entrepreneurs alike.
