There’s no use in coming up with the best products and services in the market — if you don’t know how to advertise them! When it comes to your business, Marketing and Ads are the most important elements to get your brand noticed by the world.
So it matters a lot how you decide to promote your business. And whether or not that means of promotion is actually relevant to these modern times!
Cue: Facebook Ads Marketing.
Facebook Ads is the go-to platform for millions of businesses in 2020 and should be your next choice as well.
Here are some lesser-known statistics that emphasize just how important it is:
- 26% of Facebook users who have clicked on ads will buy something.
- 93% of social media marketers insist on using paid Facebook ads, followed by 73% of them emphasizing Instagram‘s importance.
- The rough ad spend for Facebook reached $25.56 billion in 2019.
So have you ever wondered how to run Facebook Ads? Then this is for you!
Before you can launch your million-dollar Facebook Ads campaign, you need a proper Facebook page.
Having a FB Business page (not a personal Facebook profile) is the only way to guarantee more people becoming attracted to your ads. It will give you plenty of options to segment audiences, adjust ad spend, and more.
1. Analyse before you set Campaign Objectives
Before you start, notice what your competitors are already doing. Competitor analysis is one of the biggest Facebook tips you’ll ever learn!
In terms of creatives, what images and copy are they using? What promotions are they running?
Narrow down what you like, see what you can improve — and set a specific target for yourself.
Let’s say you plan to increase sales for a new product your startup just released. Head on down to Facebook’ Campaign Objectives and pick a goal. In this case, you could tick increase conversions for your website or get people to claim your offer or boost your page.
Picking a goal is a simple way for you to tell Facebook to optimize your ad to achieve that end target properly.
Now, if you’re really drawing a blank when it comes to figuring out your campaign’s objectives, use a tool to help.
Go to Facebook Ads Library and some competitor analysis.
You will be able to analyze their creatives and copy, and also, you’ll have a better idea of what promotions and campaigns they’re running — and what’s working in your industry. If this is still a struggle, then you can focus on Boosting your posts in the meantime. Boosting your post involves taking existing posts on your page and allocating a small Facebook budget to them so that they reach a larger target audience. It is the kind of audience that you wouldn’t reach if you had just organically boosted a post, and has the potential to reach other like-minded individuals who will engage with the post!
2. Track Sales, Avoid Metrics that Don’t Matter
Clicks, shares, likes, and other forms of social evidence is important, no doubt. But at the end of the day, let’s face the harsh truth. All of that won’t mean anything if your Facebook Ad strategy isn’t tailored for sales at the end of the day. It’s easy to miss the point when your Facebook Ads get a lot of clicks. You might think, “Hey! I’m doing pretty good at this.” But those metrics are known to the marketer’s world as vanity metrics and will only make you feel ‘good’ and nothing else.
So here’s the best piece of advice any marketer can give you; focus on sales!
If your Facebook Ad is not converting, go back to square one and check your ad’s copy. Check your graphics. One of those things is suffering — and it’s your job to fix it before it costs you more money, more time, and 0 sales.
Here’s an example.
You’re selling a product for $250. It costs about $150 to get that one purchase on Facebook. That only looks like a $50 profit margin, but what you’re not looking at are things like the actual cost price, product, or overhead fees. When all of that is factored in, you might actually be LOSING money trying to advertise on Facebook!
Moral of the story? Track your sales first, and your clicks second.
3. Never Forget Facebook Video Ads!
Video marketers get 66% more qualified leads per year compared to other content types.
So when you’re planning your monthly editorial calendar or Facebook Ads marketing calendar, never leave videos out of the mix!
The process of posting a video ad on Facebook is about the same as setting up an image ad, so marketers should never be dissuaded from launching it.
Understand that you don’t necessarily need to post 5, 10-minute long videos in order to get noticed. A simple, short, and sweet are just enough to convey your message to the masses. For a quick fix, you can use online video editing tools such as Magisto or WeVideo to create bite-sized, and Facebook optimized content.
At a time like this, when more users are consuming video content on their mobiles and laptops while staying at home, you can also use this to your advantage.
Here’s an in-depth guide of how to create videos, even if you’re in quarantine in 2020.
4. Optimize the Placements of Your Ads
It is a little-known fact, but the placement of your ads is highly important as well.
Here are the 3 current placement for Facebook Ads:
a. Desktop News Feed
The Desktop News Feed placement should be your go-to option if you’re carrying out Facebook Ads for the first time.
Why? Because it has the potential to get more conversions! Plus, you have more space to make your image larger, have more copy, and get more wiggle room to add extra text in your description area.
The only downside to this is that it’s the highest-priced ad placement Facebook offers.
We’d advise using this for lead generation and driving direct sales when you need to. Otherwise, it might not be necessary if you’re trying to increase your overall Facebook Page’s awareness.
b. Desktop Right Column
Desktop Right Column ads aren’t so great if you’re looking to get attention, fast.
Not only are you working with smaller image ads, but your copy also becomes much more compressed and hard to see as well.
However, it will work to your advantage if you’re retargeting. You can use the Desktop Right Column ads to hook the attention of users who’ve already seen your ads, brand logo, face in the past — as it offers a more cost-effective way to lead users back to your end goal.
According to an AdEspresso analysis, “Users will see your ad on their mobiles, but buy it on their desktop the next day.”
It will work in your favor because mobile ads can be purchased at a lower price. Then, you can still target users who have interacted with them on the desktop later, ensuring that your brand’s image stays fresh in their minds!
5. Carry out A/B testing
Neil Patel (otherwise known as the SEO guru) tells marketers to “Assume nothing, test everything.”
What does he mean?
Let’s deep dive into an ad example here.
AdsEspresso ran an A/B testing on two of these ads with similar copy and caption yet different visuals to see which would perform better. They polled for opinions, of course, before the experiment. Everyone thought that Ad Example A would perform better — but they were wrong! The simpler, minimalistic Ad achieved a lower cost per conversion, which proved that opinions really don’t matter. Testing does!
What are some other Facebook tips?
· Stand out from the competition by using better photo editing tools. At the end of the day, you need to make sure that users are attracted to what they see — way before they can buy your service or product. Use Canva, a photo editing subscription tool that allows you to create social media optimized content that’s awesome to look at.
· Carry out retargeting. A retargeting campaign on Facebook is when you tell it to engage people who have interacted with your pages in the past. Essentially, these campaigns have a higher conversion rate because these specific sets of people have already been exposed to what you do — and may need a push in the right direction. You can retarget to those who have liked a post before, those who have watched bits of your videos and more.
Running Facebook Ads is the next big step for your business or startup, and there’ll always be new tips and tricks launched to help you through your journey!
There’s a lot of elements in play before you launch a successful paid Facebook campaign. Besides just learning about the technical aspects like cost-per-click or ROI or Ad spend, the really important part of it is your ultimate strategy heading in.
At the end of the day, how you’ll really see true profits is the true consistency of posting and the right strategies. A/B testing is extremely important to narrow down what works for your industry and what your customers are eventually looking for. With that set in stone, there are no limits to your Facebook Ads potential!