It’s happened to most of us by now. We’ve been on Facebook posting something on a friend’s wall about a specific interest, like design, next thing you know Facebook is showing you an ad about design agencies. That’s the power of Facebook ads, using what Facebook knows a user is interested in and allowing us to specifically target certain users.
Facebook ads can be powerful tools that help generate traffic to your website or Facebook page and increase brand awareness.Facebook ads can be an advertiser’s dream, allowing them to target a specific market simply by using the information they have so willingly shared. But it is important to know the strategy of advertising on Facebook before you start.
1. Identify your goals
What do you want to achieve? Do you want more likes on your business page, increase traffic to your website, or elevated brand recognition? Do you want to get people to enter a contest or just offer them a promotion? Do you want to obtain new sales leads? Your objective will always define your marketing strategy, so make sure you know what your goals are before launching any campaign.
2. Know your audience
Who do you want to reach? Don’t define your audience solely by demographics, for example. Go further than that. What would attract your customer’s attention most? Knowing your market will allow you to target the ads more effectively by creating imagery and copy that will get their attention.
3. Set your budget
Set a clear budget as you would with any marketing initiative. Determine how much you want to spend either daily or during the length of time you will be running the ad. Identify your cost per click or cost per thousand impressions bid. How much of a budget are you able to put towards Facebook ads? What’s your strategy? Should you start a cost per thousand (CPM) or a click through (CTR) campaign?
4. Know the rules
Become familiar with Facebook’s policies and approval process. You’ll find information on what you can and cannot include in your ads. Knowing the guidelines ahead of time will not only save time, but lower the chance of your ad getting shut down.
5. Copy is key
Write enticing copy that grabs your viewers’ attention. Include a call to action like “Click here!” to help get your audience to act.
6. Draw the eye
Facebook ads that have simple images generally receive a better response. If possible, include a person’s face to help create a personal connection with your audience. Avoid using images with hard to read text.
7. Prepare for landing
When creating the ad, make sure to consider where you are sending your audience. Your landing page should reflect the content and tone of the ad. If a user clicks the ad to get to your landing page and there is too much of a disconnect, they might distrust the service or product you are offering.
8. Analyze the performance
One benefit of Facebook advertising is that you can stop ads and launch new ones at any time. You need to create many alternative ads in order to test which ones are most effective. Most importantly you will need to analyze the ads that are not producing results so you can see where to improve.
Facebook ads are great for customer engagement, brand loyalty, and increased traffic. They can better integrate your brand into your customers’ daily life. Keep them aware of your brand and talking about you by asking questions and through constant engagement. Recently, Facebook announced that it might include ads in their users’ news feed which would make ads possibly even more effective by integrating them into customers’ every day Facebook activities.