Back in 2015, the Facebook Marketing Science Team found out that Facebook ad campaigns can increase website traffic. It also helps decrease cost-per-click, increase click-through rate, and boost return on ad spend (ROAS) for search ads.
This explains why you should also run Facebook advertising campaigns if you want your business to be successful. Otherwise, you will be missing out on a lot of things.
That said, we have listed down actionable tips that you can apply to kickstart your Facebook advertising campaign.
Check if Your Pixels are Working
If you are new to Facebook Advertising, we suggest that the first thing you should do is to check if you have correctly installed Facebook pixels on your website.
This is a pretty big deal since FB pixels are responsible for relaying site visitor information to Facebook. Fortunately, major website platforms make it easy to implement and fire pixels. On the other hand, there is a step-by-step instruction on how you can install it correctly.
Once installed, make sure to test your pixel to know that it is functioning correctly. And by “functioning correctly,” we mean that your pixels should be firing off the right events.
For example, your advertising goal is to increase the number of purchases on your e-commerce site. Facebook will provide a particular pixel for that. And then you can conduct a test purchase in order to see on your Facebook Ads manager if your pixel is working properly.
This sounds complicated, we know. Still, you have to make sure that your pixels are working at the right events before you run any Facebook advertising campaigns.
Do Not Boost a Post
If you have been working on your Facebook marketing strategy for a while, you may have heard that boosting a post can help your content to reach more users. However, Chrystie Vachon of AppSumo opines that it is a trap.
That’s because boosting a post will not give you the opportunity to choose your target audience’s demographics. And if you cannot distinguish who can see your ads on Facebook, it is like you are marketing for everyone. And when you are marketing to everyone, you are marketing to no one.
Instead, you can utilize your Facebook Ad Manager to promote your content. Doing so enables you to customize the type of audience that you can target, more than what the Boost option can.
If you feel the urge to boost posts on Facebook, it is recommended to use the post as an ad instead. Meaning, when you set up an ad, you have the option to use a post from your Facebook page. All you need is the ID number of that post
Leverage Facebook Remarketing
Facebook remarketing is when you show your Facebook ads to people who already visited your website, fans of your Facebook page, or people who clicked on one of your previous ads.
At Voy Media Marketing Agency NYC, we always recommend remarketing to clients with a small ad budget. That’s because it tends to have a high ROAS.
What makes remarketing work? Familiarity.
With remarketing, you target your ads to people who are already familiar with your brand and products. If you own an online store, these can be people who add a product on their online but forgot to check out.
Since they already showed intent to make a transaction with you, all they need is a little coaxing before they take out their wallets and become your paying customer. This is where remarketing comes in handy.
In fact, it is best used if you have many cases of an abandoned cart. When running a remarketing campaign, potential customers will be reminded that they have added products in their online cart. And, hopefully, your Facebook ads will encourage them to push through with buying your products.
Use High-Quality Images
Whether you like it or not, a high-quality image is imperative for a Facebook ad more than the ad copy.
You see, people would mindlessly scroll through their feed. That said, you need something that will prompt them to stop and read what you have to say. This is where ad images come in.
So how can you have an ad creative that will stop your target audience from scrolling? Jack Paxton of TopGrowthMarketing recommends that you use colors that contrast Facebook’s traditional color (blue). That way, your image ads will stand out in the newsfeed.
If you plan to add text elements to your image, it is best that you run an A/B test. That way, you would know which text element works best.
Just keep in mind that your text should not exceed 20% of the image area. Otherwise, Facebook will reject it. If not, there is a big chance that Facebook will charge a premium for your ads.
Run Video Ads
According to Databox, Facebook video ads drive 59.3% of clicks. This means that you should run video ads if you want to make the most out of your Facebook ad campaign.
Got no budget to create a video ad content? No need to spent on something fancy. In fact, you can create a video using only your smartphone and a tripod.
You do not need to create a lengthy video, either. After all, Facebook and Instagram users are used to watching short videos. What’s important is that (1) it is under 60 seconds and that (2) it showcases your service or product in use. This kind of video ad works pretty well on Facebook.
Another thing to keep in mind is the format of your video ad. It is recommended that you use a square format or a 4:5 ratio. That’s because it takes up the entire mobile screen, stopping people from scrolling so they can watch the ad instead.
Next, make a compelling cover photo for your ad since you only have a few seconds to capture a user’s attention. You should also make sure that the first few seconds of your video is engaging. Save the boring stuff for later.
Lastly, do not forget to use the caption feature. Some people scroll through their Facebook feed with the sound turned off. Adding caption to your video ads allows them to watch and enjoy your content in silence.
Write Ad Copy That Matters
Once you have the ad creatives, whether it is an image or a video, your next focus should be on writing a compelling copy.
Here’s the thing: Your image or video is what catches your target audience’s attention. Your ad copy, on the other hand, is where you have the opportunity to tell something about your brand and your products.
Isaac Rudansky of AdVenture Media recommends that you embrace long-form copy, especially if you are reaching out to existing customers or people who are already familiar with your business.
“We actually give boatloads of attention to very few things we actually care about. And we look for as much information as possible about those things.”
On the other hand, short ad copy is ideal for prospecting. This is when your advertising goal is to attract a new set of possible customers. Meaning, these are people who are looking for products and services that you offer but are not familiar with your brand.
Turn Your Fans into Messenger Subscribers
Another tip that you can take into action is to encourage your audience to connect with you via Messenger.
According to Larry Kim of MobileMonkey, “Facebook Page reaches a donkey, and so are open email rates. You can take these lists and connect with customers and leads in the channel with 10x engagement.”
Larry Kim even shared three ways on how you can convert Facebook Page fans into Messenger subscribers:
- Change your page’s CTA to “Send Message.”
- Use an autoresponder to drive anyone who commented on your post to Messenger
- Run a click-to-Messenger ads
Once people are in your Messenger contact list, you can easily send push notifications and marketing messages via their Messenger. This ensures a higher open rate and a boost in your conversion rate.
You may have used Facebook ads before and failed miserably. You may be new to this thing. Regardless, we hope that the tips mentioned above can help you grow and scale your business.