With 2.2 billion monthly active users, it should come as no surprise that major brands and small local businesses alike are trying to use Facebook to reach new customers and improve their financial results.
Of course, achieving digital marketing success on Facebook requires much more than simply setting up a page for your business — especially since the platform has undergone massive declines in organic reach in recent years.
To reach new, revenue-generating customers on Facebook, you need to harness the power of Facebook ads. But how can you ensure that you create a successful campaign that brings customers to your store or website?
The following elements will go a long way in helping you achieve your desired results:
1. Fine-Tune the Objective
Facebook campaigns live or die based on their ability to help a company achieve its overall goals. As Charlie Lawrance explains, “Facebook has three objective categories: Awareness, Consideration, and Conversion … The best way to determine your campaign objective is to work backward from your goal. If your goal is to generate sales for your e-commerce business, for example, you could offer people 10 percent off of their first order to entice them to make a purchase.”
Determining exactly what you want to accomplish with your Facebook ad campaign will have a direct influence on everything that comes after — from the copy and images you use to the conversion metrics you measure.
Make sure your goals are clearly defined before you start developing a campaign.
2. Focus On the ‘Winning’ Audiences
Facebook’s advanced targeting metrics have been discussed ad nauseam over the years, and for good reason — few other resources give you the ability to tightly focus on your target audience.
However, not all target audiences are created equal. Though you might have several audience groups who have an interest in your brand, not all of these groups are going to generate the sales results you need.
According to Nazim Agabekov, “Like any other marketing campaign or promotion, running ads on Facebook requires a certain budget, and it’s important that you’re smart about your ad spend. You need to be diligent and quick. Find and pick your winning audiences fast. Too often I see people waste needless days and hundreds of dollars targeting people who are clearly not worth targeting.”
For Agabekov, finding a “winning” audience entailed using a customized audience tool to identify “the largest and most profitable audiences” based on current campaign results. By using this data to narrow the campaign’s focus to the top four audience groups, the overall ROI dramatically increased.
3. Leverage the Power of Remarketing
When selecting your “winning” Facebook audiences, don’t overlook the potential of remarketing. As part of the social platform’s targeting software, you can create Custom Audiences that include individuals who have signed up for your email list or visited your site in the past.
People who have already experienced some form of contact with your brand are often your best sales leads. The traditional rule in advertising is that an individual needs to interact with a brand approximately seven times before they will make a purchase.
It follows that those who have engaged with you previously already have some knowledge of your brand — with the additional contacts created through remarketing campaigns, you can generate more sales from your ad impressions.
4. The Unique Value Proposition
Beautiful imagery and well-written copy are invaluable parts of your Facebook ads — but if you really want to generate clicks and conversions, you need to provide a truly compelling argument for users. This means honing in on your unique value proposition.
As Mary Lister explains, “It’s okay to be vague about the nitty-gritty, but make sure the value is crystal clear. This will work especially well if you have numbers to offer!”
On Facebook, the most enticing propositions make use of social proof and special promotions to create a persuasive call to action. Discounted coupons and limited-time offers create a sense of urgency, while statistics clearly communicate your value. Focus on these elements to entice your audience to click.
5. Split Testing
You never truly know whether a particular ad will resonate with audiences until you put it on the Web. To help brands achieve better results, Facebook recently introduced its own Split Testing program — a feature designed to help advertisers by showing different ads to similar audiences.
When marketers use this program, Facebook automatically collects the data on their behalf, measuring results in everything from brand awareness to conversions. According to Facebook’s own data, split testing has helped marketers “produce strategies with a median 14 percent improvement in CPA.”
As you analyze results using this accurate and reliable tool, you will be better equipped to identify which tactics allow you to connect with your target audience.
Fine-tuning your campaign based on this data will dramatically improve your ROI.
A Quality Ad Campaign
Though other social media platforms can also contribute to your company’s growth, Facebook’s massive user base has ensured its continued status as the go-to resource for savvy digital marketers.
Though it isn’t always easy to stand out in a crowded, competitive field, those who incorporate these elements into their Facebook ad campaigns will go a long way in generating positive outcomes for their brand.
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