Today we complete our three-part series of advertising tips for using prominent social media platforms by examining Facebook.
Every social media platform now offers a fully integrated advertising system. But despite the overwhelming amount of choices today, there's no denying that Facebook still reigns supreme thanks to its 2.6 billion-plus monthly active users.
If you want your brand to become successful, Facebook is an awesome platform that can raise brand awareness and increase sales. But despite the potential in advertising on Facebook, not everyone understands how to use this platform properly. If you don't want to throw away resources and money down the drain, keep these best practices in mind.
Assess Audience Insights
In the first quarter of 2020, Facebook recently brought in a staggering $17.4 billion in ad revenue. This means that the average revenue per user totals $6.95.
If you want to realize success for your ads, you have to use Facebook's Audience Insights. This tool will grant you important knowledge about your target audience before putting out content. Audience Insight works by mining existing Facebook data and assessing who you should try to reach based on people already interested in your brand. Facebook Audience Insights is the best method to keep you from shooting in the dark. When you know exactly who to show your ads to, more people will convert when using your call to action.
Invest in good visuals
People won't click on something that doesn't look good. If you're not getting the attention you want on Facebook, poor quality of visuals may be the reason. Visual content is more powerful than written content so make it count. Examine the image to ensure it's not made up of more than 20 percent words. This tip will allow it to grab the attention of more people. Make sure to use techniques such as:
- Psychology of colors
- Body language
- Rule of thirds
- Direct gaze
If your company is selling products or something you can demonstrate, show it visually. These visuals are the easiest to create. For example, if you sell phone cases, let customers know what it looks like. There's nothing wrong with being flashy as long as it still aligns with your brand image. Keep in mind that you are competing with 90 million other small businesses. If you don't get smart with your visual strategy, you're just going to blend in.
Go with unique ads
One of the best offers of Facebook's advertising scheme is it allows brands to create separate ad sets depending on who they want to reach. Meaning, you can create different ads for Person A and Person B, or you can have the same ad and send it to two different audiences. This targeting strategy provides better results.
Let's say you have a brand that sells baking supplies and you have a good mixer that you want two different groups to see. Instead of letting everyone see the same message, Facebook allows you to craft two different ads and deliver them to the distinct target market groups. The first ad may be geared to stay-at-home bakers, and the second may be geared to professional chefs. Also, remember to optimize your ads for mobile devices since 94 percent of Facebook's ad revenue comes from this source.
Don't forget your landing pages
As much as possible, you should always push people towards your landing pages. This method will maximize your advertising effort since it educates your audience before asking them to make a purchase.
Facebook users click on 11 ads each month and you spend money every time someone clicks your ad, so you better make it count. Pushing your target audience to a website without a clear call to action means you're wasting big bucks. Landing pages are your best bet since Facebook advertising doesn't come cheap.
Make a bid strategy
Setting your brand's bid strategy and figuring out how much you're willing to pay for it is crucial. Otherwise, you will waste thousands of dollars. Thankfully, Facebook makes this easier for people like you through Optimized Cost Per Mile (CPM). This measure will let you give Facebook permission to bid for an ad space that is within your limitations and goals. This way, you can maximize your budget and without worrying about overspending.
Maximize Facebook's Potential
Making a killer ad campaign on Facebook is largely dependent on your understanding of how you can use its features. Using the tips listed above, you should be able to get started and achieve success on Facebook ads. Contact Moresby Media for help with your Facebook ads.