What’s the difference between a Facebook ad campaign that generates a 1,000x ROI – and one that falls flat on its face?
Know-how! And that’s what you’ll find in today’s post.
Facebook has enormous advertising potential as a pay-per-click (PPC) tool, but only if your company knows how to use it effectively. Whether you’re new to social media advertising or just looking to maximize your results, here are a few do’s and don’ts for creating a killer Facebook ad campaign:
Facebook Ad Do’s:
Take advantage of targeting options.
As we mentioned in an earlier post, Facebook captures incredible amounts of user data, such as interests, location, behavior, demographics – even the type of car they drive! Use this data to define parameters that target your ideal audience, and then serve ads to them while they scroll through their feed.
Experiment with A/B testing.
Systematically test which headlines, copy, images and calls to action perform best by setting up A/B tests. To do so: make two ads identical with the exception of one variable; serve both ads to the same exact audience; and don’t run any other ads during the test.
Use targeting to grow your social following.
When you set up a campaign, Facebook’s Power Editor allows you to exclude people who have already liked your page. This way, you can serve ads to gain additional likes – and further expand your following.
Use a Facebook pixel.
Install this small piece of code in the header of your website to track when a Facebook user visits your site or takes some sort of action (like placing an item in a shopping cart). You can use this pixel to:
- Enhance relevance, by serving ads to a custom audience of people who have engaged with your site.
- Create and serve ads to a “lookalike audience” of people with characteristics similar to those who have engaged with your site.
Facebook Ad Don’ts:
Don’t stop posting on your Facebook page.
Facebook ads are versatile and powerful, but they’re a complement to – not a replacement for – organic posting and sharing. Once people click on your ad or like your page, make sure they see an up-to-date business account (with recent photos, comments, videos and more) that represents your brand well.
Start small with your Facebook ad budget. For just a few dollars a day, you can get your ads in front of thousands of people who wouldn’t normally see them. As you learn which campaigns are most effective and grow your social following, you can continue refining your approach – without spending more!
Don’t write complicated copy.
Avoid the temptation to turn your Facebook ad into a novel. Simple language, bold images and compelling calls to action are what capture attention and drive conversions.
Want help maximizing the effectiveness of Facebook advertising?