There are a few important factors that you need to know before you start running Facebook ads. This post will cover tips that are essential for both beginners and advanced users of the Facebook platform. These tips should be useful for those running their first campaigns as well as even more experienced users needing a fresh perspective on some Facebook advertising tips.
Facebook Advertising Tips for Beginners
Use A Big Pool For Your Audience
Many Facebook experts recommend that you start small when implementing your first campaign. They’ll usually recommend a modest number of approximately 1,000 people as your target audience for your campaign. You want to expand your audience beyond a modest number of people as this gives Facebook a larger pool of data to choose from for your advertisement. To accomplish this, take out some of your more specific targets and leave your filter open for a broader audience.
Turn Off Instagram
Your Facebook advertising budget is partially paying for Instagram clicks unless you turn it off in your dashboard. Instagram is a very different audience than Facebook and should be treated as a separate campaign if you wish to target that demographic.
Get Clear On Your Revenue Numbers
You want to understand what you’re measuring on the backside of your campaign. If you send people to your website, maybe they end up browsing around. But what is it that you want them to do? You’ll have no understanding of what any of that browsing equates to if you don’t measure the results. If you’re driving more traffic to your website, then you need to measure how that adds more dollars to your bottom line. Adding people to your email list is a good start, but you should also start measuring what those subscriber numbers mean as far as your bottom line goes. You’ll then be able to know how much to pay for each click given your conversion percentage and your lifetime value per customer. Knowing these numbers will help you get your click costs under control. To get your click costs even lower, try starting with mobile targeting for cheaper traffic (compared to desktops).
Pay Attention To Your Graphics
Keep in mind that even though you probably create your ads on your desktop or laptop machine, over 50% of your Facebook audience will be viewing them on their mobile devices. Think mobile first when designing your images, and make sure whichever images you choose will also stand out when they’re the size of thumbnails. Closeups of faces and bright colors work well while too much detail doesn’t work well on smaller screens. You’ll also want to have more than one image for each ad so you can split test them. One of the better Facebook advertising tips is to make two or three variations of every advertising image for split testing purposes. You can also split test your advertising headlines to see which of them are converting.
Get Clear On Your Objective – Are You Going For Engagement Or Conversions?
If you are going for engagements, then you should choose a ‘boost post’ campaign. But realize that this strategy is best if you want to get likes and comments on your posts on Facebook. If you want people to click through to your site, then you should select the “send people to your website” option within your Ads Manager dashboard.
Advanced Facebook Advertising Strategies
Learn How To Use The Power Editor
If you want to be a Facebook Ads power user, then you need to learn how to use the Power Editor. The Power Editor allows you to have much more control over your advertising campaigns. One of the best campaigns to get the ball rolling is to set up a campaign that’s optimized for page likes. Page likes will help give you credibility and will also help you see some insights into the people who are liking your content. You can then create a custom audience that targets people who have liked a certain page. You can have it target your own pages to find your most promising audiences.
Know Your Audience
You don’t want to learn that not all audiences are created alike after spending thousands of dollars on a dud niche of users. Use Facebook’s Audience Insights to dig deeper into your audience’s buying habits, demographics and what they like. It’s important to research these facets about your potential audience before you start setting aside funds to buy ad space.
Segment Your Lead Targets
When advertising on Facebook, you need to differentiate between what are called warm and cold leads. Warm leads are people from your list or people who have liked your page. These are the people who know who you are and know your communication style. Running a campaign that targets warm leads is much different than advertising to people who don’t know anything about you. Segment your campaigns to address these different audiences. One of my favorite Facebook advertising strategies is to use retargeting to drill down into your audiences and target those who’ve visited your site but who haven’t purchased anything yet. You can imagine that this would use different advertising tactics compared to targeting somebody who’s never heard of you before. If you’re an e-commerce store, you can even target people who’ve abandoned their shopping carts and haven’t completed their purchase.
You can also create a custom audience of people who have visited certain pages (like your landing page) but not others (like your thank you page). This will tell you all the people who have visited your landing page but haven’t opted into your list. The ideal way to target these people is to use a Facebook retargeting campaign to get your message back in front of these visitors.
Setup Your Facebook Pixel On Both Your Landing Page And Thank You Page
Much of advertising involves simply testing and validating your idea to get some traction quickly. For proper tracking, make sure that you don’t put your Google Analytics code at the bottom of your page (in the footer). You want it in the same box, the header, where your Facebook pixel code is. The location of this header will vary according to the software you use to construct your landing page. You’ll also want to make sure your analytics suite is also hooked up properly to your mailing list.
Hopefully, this post has helped you learn a few good Facebook advertising advertising strategies. Beginners should steadily work through the first section until they feel comfortable using the Facebook ad platform. It won’t be long until you’ve reached the advanced stage and are regularly rolling out successful Facebook campaigns.