Facebook ads are a HOT topic in the advertising space right now. Why? – They help people reach audiences that are very specific and are targeted much better than conventional advertising methods. So, although they are great – if you’re considering running some ads for your business, you should know a few things first.
- Do Do Do it! – Yep, that’s right, Facebook ads WORK! They are a snazzy little tool that a TONNE of businesses have been dropping dollars into and getting results from. So, why not benefit from Facebook ads too?
- Know Your Objective – If you don’t know what result you want from your hard earned bills, then you aren’t going to know how to measure your ad’s success rate. Facebook ad objectives s are separated into three categories:
- Set Your Budget – Facebook allows you to set up your ads with 2 types of budgets – lifetime (the total amount your willing to spend on your ad set) or daily (a limit on how much you’ll spend per day). There is even a campaign limit that you can set and when it you reach it, your ads will automatically switch off.
- Know Your Audiences – Using awesome tools like audience insights, you can target some pretty in depth (and kinda creepy) characteristics about your target audience. You can target people based on:
- Demographics – like age, gender, location, education, generation, politics, relationship, work
- Interests – entertainment, family & relationships, fitness & wellness, hobbies & activities, shopping & fashion, etc.
- Behaviours – consumer classification, digital activities, purchase behaviour, seasonal & events, travel
- Optimise & edit as you go – You likely won’t have amazing advertising success over night, so keep on top of your ads and edit them if they don’t perform the way you need. Make sure you give them time to work too. Usually it is good to wait a few days to a week to see if they work and take it from there.
- Split Test – This is basically a way to compare your ads’ performance against each other. You can split test a variety of things, but try to only have one or two variations if you’re split testing.
- Analyse Results – This is CRITICAL! If you don’t know how to understand your ad results, you won’t know what to compare or how they are actually performing. If terms like – Reach, Impressions and CTR are foreign to you, look them up. Data analysis isn’t everyone’s forte, so if you’re confused, ask someone that knows how to understand the results.
- Use Retargeting – If a person watches your video or visits your website, but doesn’t opt in to your offer, you can run a retargeting campaign to just those people. Facebook’s retargeting options are pretty much endless. You really don’t know much about your audience until you analyse how they are reacting to your ads and a retargeting campaign is the best way to take advantage of that knowledge.
- Boost Posts – they are super enticing, especially when Facebook constantly sends you messages about how many people you can “reach” by boosting, but don’t waste your money on these. At the time of writing this, there is no way to measure success for boosted posts, so you just can’t accurately tell what you’re ROI is.
- Target Broad Audiences – Facebook actually has a little gauge that will tell you if you’re audience is too broad or too narrow. Depending on the population size of the location you are targeting, a good audience size is generally somewhere between 1.5 – 3 million people.
- Mismatch Ad & Offer – Make sure your ad and your offer match up and make sense. The design of the ad should match your landing page on your website and you should make it easy for people to read, understand and opt in to your offer.
- Forget Custom Audiences – If you have a facebook following or email list, you have the ability to create a custom audience. If you don’t want this audience to get annoyed with your ads and potentially unfollow you, then remember to exclude them from your target audience.
- Have Text Heavy Ads – Facebook doesn’t allow you to have ads that contain too much text (over 20% generally). They will show your ad to less people if you don’t abide by their guidelines.
- Forget to Exclude Existing Subscribers – If you’ve got a subscriber list for your offer already, remember to exclude those people from your target audience.
- Freak Out – Yes, this is a BIG don’t. Investing in your business with paid advertising is a scary thing for most small businesses, but keep your cool amigo. This will likely be a successful ride for you if you do it right. So, trust the process and enjoy learning as much as you can from it.