Facebook ads may indubitably be a valid resource for your business, providing your audience is on Facebook and, of course, you make them right.
Small preamble just to discredit a legend.
Don’t be dogged with likes. They are almost meaningless, not the kind of metrics you need. If you are on Facebook for business, no matter which, you need to call people to action, and the best action is to make them land at your website or sales page. Likes will hardly ever change into sales.
What to know first.
Do not advertise on Facebook unless you are sure your audience is there. So many times, you have heard that everybody is on Facebook, yet, this is a bit tricky. So many people enter into a bar everyday but for different reasons. There are those who take tea, those who drink coffee, those who enjoy some meal, then those who go for wine, beer and you name it. Of course, some enter more times a day in order to satisfy different needs. Time is a significant factor. Bear in mind.
Thus, first, ascertain that your prospects are there and then prepare and place your ads wisely.
When people use web platforms and tools, they do that in relation to certain necessities. Thus, whilst Google is a great platform for demand fulfilment (the search thing) Facebook is for demand generation (the discovery side).
Another point to keep in mind about Facebook is that you need to test different ad design and people to target. Do never underestimate the ad format as it covers a critical aspect, check Facebook here
Facebook is potentially a good market.
The guys at AD ESPRESSO, a great service I prompt you to check [click here to visit their website] affirm that the addressable market on Google, under certain circumstances, is small whereas on Facebook is huge since almost everybody older than 14 has an account at the Zuckerberg’s platform.
This is true but here’s a hint that is worth a thought.
Imagine you run a tailor’s shop that specializes in suits for executives. Great business. People frequenting your atelier belong to a very specific and upper class. It is practically impossible–if not completely impossible–for the laborer or the clerk to become your clients. Their wages can’t afford expensive garbs.
In this case, your approach must be specific, as a broad audience does not include many of your prospects.
What you have to ask yourself is, “Are executives on Facebook willing to check my promos?” The answer can be either yes or no! Obviously, the question implies that there are executives among the Facebook users–and they are more than you imagine, indeed. But the number does not solve your problem. Their digital behavior on Facebook does.
That’s why strategy is so important when you plan your marketing. Remember, Facebook, just like Google, Twitter etc. is but a tool, it is not the strategy itself.
Certainly, when you decide to promote your brand on Facebook, your advert must strike all of a heap. The picture you choose is very important. First, use a big one, 1200 x 628 px is what Facebook recommends. Check here for facebook recommendations
Another challenging passage for you is to create buyer Personas and, for each persona, highlight specific value propositions.
Make them land at the right place.
When people click your ad, they are supposed to get to your landing page. Well, this needs to be in line with copy and pictures on your announcement. Consistency is a key factor in advertisement.
Always take into account that people do not tend to change their habits. Therefore, if all you show on your message is a long list of features and functions, you are not likely to get so much benevolence. You need to motivate people in order to get them to sign up or buy your thing. Be involving, and enthrall them.
If you ask for the best place to put your Facebook ad, it is undoubtedly the Newsfeed. It is where you get higher interaction. Nonetheless, place it on the right column when just need retargeting.
How do you manage targeting?
About targeting, I think that what the team at AD ESPRESSO suggests is definitely right. So, I am going to quote their recommendations.
Country – Huge price & performance differences. Never mix in same AdSet.
Custom Audiences – Best targeting right now! Require a big email list. Great for b2b startups.
Interests – Used to be the best option. Less effective due to spam & like buying. Still relevant.
Gender – Depending on the market, targeting just men or women can make a huge difference.
Behaviors – Many interesting options. Purchase behaviors is remarkably useful for e-Commerce
Connections – Effective depending on the quality of your page’s fans. Good for generating likes and engagement. Not really for b2b.
More hints here.
When you want to know which interests to target, search for infographics first. Some interesting places to find them across the web are:
Of course, you find tons of interesting infographics on many sites, but be careful. Make certain the source is reliable. Never trust charlatans.
Mind your bidding.
Understandably, like everything in life, with Facebook ads you always get what you pay for. So, if you bid too low chances are you’re not reaching enough people. You had better use CPC or CPM when you’ve already settled your perfect audience.
Again. Beware of gurus you meet on blogs, videos and other stuff over the Internet. Most of them have never done a campaign.
Providing you follow what previously expressed, now, please, do like this.
#1 Set a goal.
I already mentioned that “likes” are not so beneficial. To be clear, they are but narcissism. You are not going to be the next Internet attraction just because of your likes. However, particularly when you want to spread brand awareness, followers—real followers—may mean something to you. This does not mean you have to focus your ads on making followers and that’s all. This is the tip of the iceberg. It is just the beginning. Then, widen your horizons and work for people to land at your sales page or website. As a matter of fact, you need a goal, and make it very clear though.
#2 Ad Sets
Ad Sets on Facebook are groups of individual ads that contain budget, schedule, bid type, bid info, and targeting data. The point here is that you must limit the number of individual ads in a single set to maximum 5 individual ads. In fact, in case you stuff the Ad Set with tens of ads, ”most of them will not be shown to enough people for you to know if they work or not,” as Brian Carter, social media expert, instructs.
#3 Prepare a great piece of copy
Now, let’s imagine you are telling your friends about your last travel. You don’t want to bore them, right? You might not want to specify details in this case. The more you are succinct and straight to the point, the more they will enjoy your story. You are not Tolkien, and this is not the right stage for the Lord of the Rings. Thus, when it comes to writing a piece of copy for your promotion, be concise and make it involving so that people may be attracted to connect with you. Remember, the operation word here is “involving” or “enthralling” if you prefer, not “prolix.”
#4 Pictures are always more important than words.
“A picture is worth a thousand words” is not only an old and wise adage. This is crucial in advertising because “One look is worth a thousand words!” Hence, make sure your picture fulfill your requirements. What are your requirements? Engage people, sell more and make money. Very neat and simple. Needless to say that images must be striking if not definitely jaw-dropping. Some recommend using colors like oranges, reds, and greens as they significantly impact on Facebook.
#5 Test your performance.
Yes, you need to test your ads. A/B Split Testing is what you need to run unless you want to fly blind.
#6 Cool down. Don’t flood Facebook with your ads.
Apart from being expensive, if you run so many ads on Facebook, you seriously risk to annoy people. There is no need to explain what happens when people get annoyed, right?
To recap, Facebook recommendations are
Recommended image size: 1,200 x 628 pixels
Image ratio: 1.9:1
Text: 90 characters
Headline: 25 characters
Link description: 30 characters
Your image should include minimal text. See how the amount of text in your ad image will impact the reach of your ad.
However, some social media consultants suggest using 14 words for the text and 18 words for the link description. The secret here is to be simple and direct.
Last, as abovementioned, remember to choose the right ad format and do not target too broad.
Have fun and make it big!!