Facebook is trying to break down on some overly promotional posts by restricting some of their organic reach. In what is now known as the “end” or “death” (Melodramatically much, right?) of organic reach, companies are now finding out that their Facebook posts are only being seen by 1-2% of their Facebook fanbase.
It’s advisable to set aside a budget for social media adverts spending to ensure the message is still being promoted to existing and even potential customers on the familiar social network. So, once you have established your budget, what’s the next step? How do you ensure that your adverts make the biggest impact possible? With well over 1 billion active social media subscribers, it can be a little complicated to reach all of your intended audience on Facebook, so we’ve put together some tips that can assist you in getting the most out of your Facebook Adverts:
Tips For Getting The Most Out Of Your Facebook Ads
- Establish your Goals.
Before you even have the thought about launching your first advert, you will need to put some intense thought behind the approach of the campaign. After all, you wouldn’t go to war without a battle-winning strategy, would you? The very first thing you’ll have to decide on is what do you want to achieve with your adverts. Do you want more likes on pages? Do you want to send more traffic to your website or do you want to drive more app downloads? Facebook offers you a few and good options to choose from. This decision you’ll make will determine the particular layout of the advert, will make the rest of the advert creation process and measure the success of the advert.
Even more crucial than setting yourself goals, how are you going to track the conversion process of the advert to know whether or not the campaign is/was a huge success? Advertising isn’t the black hole it used to be, no. Make sure that whichever conversion tracking parameters you prefer are in place before launching any social media campaign. Not only will they help you calculate the ROI of the advert spend, but they’ll also help you improve and optimize the campaign during its lifecycle.
2. Targeting the Right Audience.
When creating your advert, spend a bit of your time thinking through who you want to see your advert. Do you want to connect with your current customers and their friends? Or do you want to reach out to a new audience? Are you interested in reaching females age 24 – 32, or are you targeting folks that live in top 10 markets? The adverts’ manager gives you the option of broadcasting your message to a broad audience but also allows you to close it down by location, age, gender, interests, and other precise demographics.
Advanced tip: you can also think of using existing contacts (say, from an email marketing document that you may have collated over the years) and Facebook will automatically match the information with its user base. You can also demand Facebook to build a look-alike audience, to show your adverts to individuals that have the same demographics to already converted new customers. Use your end-goal that we previously asseverated to help guide your targeting.
3. Choose the Right Placement.
Facebook offers diverse options for adverts placement within their platform. You can have your adverts shown on the right-hand column of the page, as a sponsored posts in the News Feed page for desktop users or as a sponsored posts in the News Feed page for the mobile users. To determine which factor is best for your product needs, think again about your target audience. Is your audience going to use Facebook through mobile? According to them (Facebook), 78% of its users worldwide are on mobile, and 30% are exclusively on the desktop. If you find out that your website is beginning to garner a very high volume of mobile traffic to your site, chances are your adverts would benefit greatly from specifically focusing on the mobile audience. Conversely, if your site or conversion process is not well optimized for mobile, you probably would not want to send users to it through a mobile advert. Instead, you would go for one of the more desktop friendly advert units.
4. Create and Test Different Adverts.
So, now that you have decided on who you want to reach, what you want to achieve and where you plan to reach them, it’s time to run your adverts! To make sure that your adverts are performing to their highest of abilities, use the Facebook Adverts’ “Power Editor” in duplicating and creating different variations of the adverts to run concurrently. You may also want to ensure that you split-test every variant of an advert during its life-cycle including its headline, advert copy and accompanying image (most especially the image). Use the analytic tools to ascertain which of these various adverts get the greatest of responses. The “Power Editor” can also help in making your adverts in bulk, to save you a bit of your precious time once you can figure out which adverts, and focusing on the work that is best for you and your audience.