With an array of options to reach digital customers, it can
get confusing for entrepreneurs and business owners. Facebook, Instagram, Twitter,
LinkedIn, and YouTube have all dramatically increased the chances of reaching
your perfect customer. All thanks to data analytics and targeted demographic
information. This basically creates an avenue for B2B and ordinary businesses
to explore social media marketing. For this post, we’ll focus on achieving
awesome Facebook ads, as it’s the world’s social industry leader.
First Things First
Before we kick of this journey, certain pointers have to help
us get our gear on for the Campaign:
1. IDENTIFYING AUDIENCE: First and foremost, you need to know
everything you can about your existing customer base. From social media habits
to digital routines and preferences.
2. FIGURING OUT THE RIGHT APPROACH: After identifying your
audience, how do we most effectively communicate with them. What do they
respond to and why?
3. START CAMPAIGN AND SCALE: Once you’ve started a campaign,
there several ways to scale your marketing on Facebook to optimize results:
● Custom: Using your
customer database, upload phone numbers, email addresses, Facebook user IDs,
and app user IDs. That information will then be matched to as many user
profiles as possible.
● Location: Similar
to geolocation techniques, this can help a local business. Ads will specifically target
a region, city, state, or country that can purchase your products.
● Age, Gender,
Language: Facebook can get the most out of age, gender, and native
language of users for effective marketing.
● Lookalike: With
pictures of your customer database, Facebook can find similar users to open up
a whole new set of potential customers.
● Detailed Targeting:
This approach is used to target new customers or people who’ve never heard of
your business before. It involves deeper demographics, interests, behaviors,
and other categories.
4. REPORTING AND MONITORING: Data is everything. So
monitoring your campaign is key and analyzing the statistics of its progress is
key. It helps you measure your return on investment. Furthermore, plays a role
in engagement with fans and followers to build relationships.
Targeting is foundation of an effective Campaign. Facebook
normally targets ads for users based on their interests, digital footprint and
information they provide into their profiles. Almost similar to digital
‘stalking’ as per se, where a boat ad can follow you around. Simply because you
mentioned sailing on your hobbies. This
is great because you know the person who clicks on your ad is active on
Facebook and is in your target market. The possibility of repeatability is
improved too. No wonder many Fortune 500 Companies are taking it seriously!
Getting Your Campaign Started
There some additional factors which could affect the
effectiveness of your campaign:
-Campaign Goals: what are you trying to achieve? A certain
number of “likes,” subscribers, contest entries, sales? What’s your motive?
-Campaign Duration: How long will you run the campaign? Have
enough ads to test and allow for rotation of the ads every 2-3 days. Have
backup ads to replace an underperforming ad if needed.
-Campaign Budget: what will be the overall budget and daily
-Ad Design & Targeting: Design the title, body, and
targeting for several ads in your campaign
Facebook ads don’t get as good click-through rates as Google
ads because people are not actively searching for something. Your ad has to
pick a user’s interest to get a click. A clickthrough rate of 0.02 – 0.05% can
be a decent benchmark, but it depends on your campaign.
-Conversion Rates: Track how many conversions you are getting
according to the goals that you set. If your goal is sales on a website, make
sure you have a tracking system in place to see how many sales your campaign is
So what does the Perfect Ad look like?
Keep the title at maximum 25 characters. Try to avoid
unnecessary abbreviations or excessive capitalization. Make it interesting and
address the potential customer’s issue.
Questions make for great titles. Offers also go a long way to get attention
like ‘Get our Free e-book or report’. Events also send out a call to action.
Ideally, you have 135 characters of text in the body of your
ad. Always work to answer the question that’s on the mind of the customer: “What’s
in it for me?” Always include a call-to-action if you didn’t already put it in
the title of the ad. In addition, mentioning the customer in the ad is very
powerful and eye-catching.
Have a high definition and clear image of at least 110*80
pixels. If you are advertising your Facebook page or event, the image will be
automatically populated with the profile image. Images of people tend to
convert better than a logo but you can test. Another smart strategy you can
implement is to have a picture that also conveys your message. Using both the
title and the picture to tell a story. Keeping the call-to-action is short and
sweet is a trick of mastery.
When setting up the ad, do check the box, “Show stories about
people interacting with this page with my ad”. In that way you will get the
benefit of what we call “social proof.” When somebody “likes” your page, their
friends who also fall under your target marketing, will see that. the fan’s
name showing in your ad increases the chances of attracting new “likes.”
Typically forgotten at times are ‘Facebook Stories’. You can
also effectively advertise using the Sponsored stories option, which will
increase the visibility of News Feed stories. They allow you to amplify the
effect of News Feed stories. Facebook explains that sponsored Stories can
broaden the reach of actions your followers take. They also tend to be less
expensive than traditional Facebook ads. They can build your campaign design
and help you start split-testing process. All in order to determine what the
best vehicle is for your type of advertising.
There some rules and regulations on Facebook ads. You may occasionally see ads that violate
these terms. Remember, Facebook ads are reviewed by a team of experts. That
means, sometimes an ad that was rejected by one of the individuals can be approved
by another. Even some which violate the basic terms of how the ad appears such
as capitalization, abbreviations, etc. The process is not always perfectly completely
consistent. Though there some things which are strictly rejected such as: Sites
that promise easy money for little or no investment, Multi-level marketing
opportunities, domain forwarding sites, alcohol, gambling or pornography sites.
Executive Assistant and Content designer at T3 Direct LLC
I have tailored my skills in all verticals of marketing & business development. I have mastered a niche in Lead Generation, Digital Marketing, organize/develop projects, team development, data analysis, & excellent customer service.
About us and this blog
We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.
T3 Direct is a company that produces corporate sales meetings, with a select specialty in some business to consumer aspects. Our mission is to connect people, places and ideas through sales meetings, events and interactive media. We help our clients reach their most important customers and prospects in the U.S. and Canada. We do this through face to face sales meetings as well as virtual options such as web conferences, SEO and SEM.