Facebook is the most used social network in the world today, according to Edison Research. And Facebook Advertising is one of the best ways of attracting and engaging prospects, if you know what you’re doing…
More than 70% of Facebook’s users login daily and spend time on the platform.
About 93% of marketers already use Facebook advertising regularly leading to Facebook reporting a cool $7.68 billion in ad revenue in the first quarter of 2017.
With the average CPC (cost per click) of Facebook ads still at $1.72, it’s a gold mine waiting for you to dig in.
For businesses, it’s not surprising why Facebook advertising holds promise.
Here’s how you can make sure your Facebook ads work for your business:
Don’t Start Without A Sales Funnel
Starting your Facebook campaigns without a sales funnel is like picking up diamonds and throwing them into the Mariana Trench, one after the other — just doesn’t make any sense, does it?
Your sales funnels is a guide path for your visitors to take action and to finally end up buying from you. Then, you’d want that buying action to repeat.
If you need help with funnels, be sure to attend our webinar to get access to our proven sales funnels formula for converting your cold audiences into hyperactive customers.
You can also grab these ROI-driven sales funnels from scratch for free. There’s also a complete video series for Sales Funnels if you’d rather opt for that.
Work With Audiences
Most advertisers and businesses actually don’t use the strongest asset that Facebook provides: data.
In a rush to launch ads and campaigns (and because patience is rare), most people do not spend enough time with Audience Insights to get to know more about your existing audiences. Nor do they set up conversion tracking and custom audiences the way that more season Facebook advertisers do. In fact one of the first things we do when getting into a client account, before spending a penny on ads, is set up audiences and conversion tracking to use the data that they do have and build on top of it…
Audience Insights: With Audience Insights, you’ll be able to determine the demographic profile, gender, location, interests, and more. While setting up the actual Facebook campaigns, you’ll be in a better position to test one audience against another, to choose the right locations, to pick the exact kind of an audience profile, and more.
Target Audiences: Armed with the information you get from audience insights and from other sources you have access to (such as Google Analytics), spend time by carefully choosing your exact target audiences you want to target while setting up the campaign. This part, right here, is actually the most time-consuming part of launching Facebook campaigns and it’s also the most important.
Custom & Lookalike Audiences: You should be collecting various custom audiences such as those who visit your website, your blog, or your eCommerce store. You can also start profiling your visitors based on the pages they visit. On top of these audiences, Facebook also provides you with lookalike audiences where Facebook creates a completely new audience by trying to match the profile of an already existing audience that you choose.
Creating all these audiences helps you with customer segmentation and allows you to send out tailor-made campaigns for better relevance and explosive results.
The Ads, The Copy, The Bells & Whistles
Facebook is all about visuals (images and graphics). Your ads along with the copy is a critical part of your campaign. Create ads with a singular offer, tailor-made for your audiences.
While the image itself should be able to communicate what the offer is, use descriptions and titles to further entice your audiences to take action.
As Sophia Bernazzani of Hubspot writes, winning ads are visual, enticing, and those with clear calls to action.
Facebook, however, gives you even more. In addition to the image ads, make use of the various ad formats available to you such as the canvas ad, carousel ads, vertical videos, 360 degrees video, slideshows, and collections.
Split test your campaigns
The images you use in your ads, the copy, the audiences, and the landing pages that your ads point to — each of these can be a/b tested, and you should.
You can also test different combinations of split tests, as Rocco Alberto of Social Media Examiner explains.
While you should be testing only one element at a time, you can test all the elements (including landing pages) on a continuous basis, one after the other.
Ensure Tight Automation
Since you can’t possibly send out an email to every lead who signs up for your offer delivered through Facebook ads, There’s no point linking ads to landing pages or funnels for your Facebook advertising without some sort of marketing automation in place.
If you launch campaigns with branding, reach, and impressions as objectives, you’ll at least want to make sure that your Facebook pixel is setup and working. This helps you track and sort your active audiences (see above).
For more focused campaign types such as those with objectives of conversions, Facebook lead ads, etc., you’d want proper emails to go out to those leads as soon as they sign up. Those would be your marketing automation workflows.
Promising a free digital download or lead magnet on your ad? Your first email should thank your leads for signing up and then deliver the free download (also applies to free trials and coupons). You could also send welcome emails and other transactional emails (as the case may be).
If your campaigns are setup for a lead nurturing campaign with longer and more elaborate workflows, be sure to setup your marketing automation in that regard and create tight and impactful automation emails aligned with your goals.
Retargeting is not an option
Retargeting is the hottest thing that ever happened to advertising technology. But that’s not the only reason why you should consider using it mandatorily for your Facebook campaigns to work.
Since more than 80% of your visitors leave your website (or abandon shopping carts) without doing anything, your retargeting campaigns have a chance to get those exact same visitors back.
According to Giselle of Cmo.com, retargeting helps lift in search activity, boosts visibility, improve positivity towards your brand, and can boost ad response by 400%. Website visitors targeted with retargeting campaigns are 70% more likely to buy from you than otherwise.
Optimize your Campaigns. Continuously
Facebook ads are never “set it and forget it”.
If you think about it, Facebook ads are particularly hard to optimize and to ensure longevity of your campaigns thanks to realities such as ad blindness and overexposure of your target audience to marketing messages and ads.
Add an ever-increasing complexity of consumer behavior and multiple touch points of an average purchase by a customer today, and you have it harder than ever.
As such, you’d want to optimize your ads to increase your click-through rates, lower your campaign costs, reach more audiences that provide you with higher ROI, and to lower your cost of acquisition.
Load up on all sorts of customization hacks or do it diligently with plain, data-driven decisions.
Now matter how you choose to do it, optimizing your campaigns continuously helps you work towards the perfect lead generation or sales strategy for your business.
If you’d like us to take a look at your Facebook Ad Campaigns, marketing automation and sales material; make sure to book an Action Plan call with us here… I bet we can point out at least a few things you’re missing in the first 10 minutes we’re on the phone :0)