Facebook is all powerful with more than 2.01 + billion users worldwide. It’s inevitable that you’d try to make good use of the platform.
More than 93% of marketers use Facebook Advertising regularly, but that’s not to say that all those merchants are getting Facebook ads to truly work for their business.
That’s the trouble with paid advertising: you won’t win from it just because you do it. You win from it when you put in blood, sweat, tears, and use some features in Facebook ads that you should be using.
Facebook Audience Insights
Let’s assume that you wanted to launch a retargeting campaign with a very specific offer for all the visitors of your website, what would you do?
If you were like most marketers and businesses, you’d just pick that specific audience. Hopefully, you’ve let the Facebook pixel fire and have let Facebook build this audience in the first place.
Then, you launch.
You could do even better since not all visitors to your website are your potential customers. Using Facebook’s Audience Insights, you’ll get a much more granular view of who exactly visits your website and then use those insights to define who among your custom audience should see your ad.
Facebook Analytics
Facebook’s very own Analytics tool inside your Business Manager is a gold mine but most businesses don’t even know that it exists – thanks to the quiet roll-out.
With Facebook Analytics, you have a way to understand the entire customer journey across Facebook’s channels. Typical Facebook marketing channels are: desktop, messenger, and apps. Typical ad goals are: post comments, shares, clicks and page likes.
Facebook Analytics allows you to make sense of all those social comments, likes, and shares that happen on your paid or organic content on Facebook. With the “funnel” feature within your Facebook Analytics, you can actually see how regular engagement on a Facebook page works to benefit your business.
Here’s a funnel example by Paul Fairbrother.
In the example above, about 36% of people who commented went on to view the website. Over 10% of them went on to make a purchase.
See how it works?
Sometimes you need a website tool to quantify the benefits of different sources of traffic. If you’re using different paid traffic methods, Facebook Analytics won’t do the job — that’s where Google Analytics or some other Analytics application comes in… We like KissMetrics or Heapanalytics for our clients…
Lookalike Audiences
Most businesses barely get anywhere near to using Facebook’s native audiences feature. By default, Facebook allows you to create audiences (as specific or general as you’d like). Too many brands are busy pushing out ads for a week and then completely forget about audiences.
If and when you go past that general state of Facebook advertising, you’ll be welcomed into the world of audiences. You can specify and collect highly specific audiences from which you can target and profit.
Lookalike Audiences are a collection of Facebook users that “Facebook” seeks, organizes, and enables for you to reach that you’d otherwise have missed. Facebook creates Lookalike Audiences based on “audiences that you already have.”
For instance,
- Have an audience of all visitors to your websites and/or landing pages for the last 90 days? Facebook can create a Lookalike Audience of people who match this existing audience. This would be a completely new set of people who share the likes, interests, locations, and other attributes common to your existing audience.
- Have a list of previous customers? You can let Facebook find a matching (but completely new) group of potential customers for you. It also has the option of narrowing down this list by LTV (Lifetime Value.)
- Do you have an audience of about 10,000 blog readers per month? Facebook can find another 100,000 completely new blog readers for you.
Lookalike Audiences are truly underrated if you ask us.
Not using Lookalike Audiences yet? Start doing it today.
Facebook Messenger Campaigns
Facebook Messenger isn’t just for us to chat with friends and family. With more than 1.3 billion users actively using Facebook Messenger and with more than 2 billion messages shared between individuals and brands, Messenger is a channel that truly has potential for your business.
It’s not surprising that Facebook has a separate ad objective to allow you to launch campaigns specifically for Facebook Messenger. Alternatively, you can choose Facebook’s native “Send message” button on any campaign.
Your primary goal? To get people to talk to and engage with your brand.
The more they engage, the better your conversions are going to be. Small talk helps you win big.
Creating Automation Rules
Facebook allows you to create as many rules as you’d like to help monitor your campaigns and take actions that you see fit each time a trigger happens. A few of those triggers – actions could be:
- Stop an ad if the frequency of the ad is more than 7.
- Pause ads If the CPA (cost per action) is above $X for an ad or ad set.
- Adjust daily or lifetime budgets (increase or decrease or scale) based on the criteria you set.
- Adjust bids (increase or decrease) by percentage values when certain conditions are met.
Of course, you’ll also get notifications for various events that happen when you launch your Facebook ad campaigns.
When it comes to running and managing a large number of Facebook ad campaigns, this feature will help you save tons of time and increase your efficiency.
Next Step
These Facebook Advertising Strategies are the key to starting or saving your Facebook campaigns. Rocking these things early on will launch you out of the gate fast and put a lot of audience data behind you. If you’ve got campaigns that are cooling off – then working some of these new ad formats may be the key to bringing your sales back in line.
Either way, if you need more sales, Facebook Ads are a great way to get them. And, we can help. Watch this short video and you’ll see exactly what to do next!