Facebook ads are a powerful way to reach your target audience. But if you’re not careful, they can also be expensive and ineffective.
Follow these steps to make sure you’re getting the most bang for your buck when you run Facebook ads:
Nail down your target audience.
Your target audience is the group of people who will be most interested in your product or service. It’s important that you define who this group is before you start placing ads on Facebook because defining them will help determine what kind of ad copy and imagery you use for your campaign.
You’ll want to think about demographics: what age range are they in? Where do they live (zip code)? What are their interests (for example, lots of teens might enjoy skateboarding, while people over 50 may not)? Behavioural patterns include things like online shopping behaviour or how much time someone spends using social media per day.
Write an excellent copy.
The best way to do this is to write excellent copy. In fact, the most important thing that you can do when writing your ads is to make sure that they are clear and specific about what you want.
To be clear and specific about what you want, ask yourself these questions:
- Why should anyone care about me? (Your answer should be compelling.)
- What am I offering them? (Your answer should be honest.)
- Why should they buy from me instead of someone else? (Your answer should be persuasive.)
Use high-quality images and videos.
Let’s discuss the most important element of your ad: the image. Facebook has strict guidelines for what is allowed in an ad, and it’s important that you adhere to them. You can’t use sexually suggestive images or nudity, and you also have to be careful about using brand logos or other copyrighted material.
However, if you follow these rules and keep your image simple and relevant to your audience, you’ll find that it will do much more work for you than just attracting attention. It can also help boost engagement—i.e., how often people like or comment on your post—and increase conversion rates (i.e., the number of people who take action after viewing your content).
Your video should also be compelling enough that people want to watch it from beginning to end instead of skipping ahead within 30 seconds, as many do nowadays!
Optimize your landing pages to maximize conversions.
Now that you’ve set up the right ad, it’s time to optimize your landing pages. This is where many advertisers make the mistake of not considering the devices used by their audience. While some users might be on desktop, others might be using mobile or tablet devices—and this can have a big impact on how they’re experiencing your site and interacting with it.
To avoid losing conversions because of this disconnect, make sure that:
- Your landing page matches what people saw in the ad (for example, if someone clicked on an ad for shoes but arrived at a homepage without any reference to shoes).
- The call-to-action (CTA) is clear and visible from anywhere on the screen and doesn’t require clicking twice or scrolling through multiple pages before getting to it.
- There’s no lag time between when someone clicks an ad and seeing its corresponding landing page load fully—especially if they have older computers or are using limited data plans while browsing the web outside their home networks.
Add a strong call to action.
The first step to creating a successful Facebook ad is including a strong call to action. This will help you guide your audience down a specific path, whether that’s signing up for an email list or making a purchase. For this, you can click here to get in touch with a reliable marketing agency to help you with the same.
There are three things you need to keep in mind when crafting your call to action:
- Make sure it’s clear. You should be able to pick out the ad’s purpose within seconds of looking at it—it should be bolded and highlighted, so there isn’t any confusion about what it means.
- Make sure it’s enticing. People don’t want just anything; they want something worth their time and attention, which means offering them something that appeals directly to their interests and desires (if possible).
- Make sure it’s relevant. If you’re selling pet products on Facebook but advertising them as car accessories, expect very few people will click through!
The key to making the most out of your Facebook ads is testing. The more you test, the more you can find out what works and what doesn’t work. You may have to try several different things before coming up with something right for your business. But once you do, it will be worth it!