Strategic Facebook advertising for optimum results
After reading tutorials and watching video after video about Facebook advertising, I was quite shocked at everything you need to consider when using that porthole for your business advertising. It’s only now that I appreciate how much time, effort and research you have to put in for your advert to actually be effective. The things I discovered aren’t necessarily difficult, they are just time consuming and require consistency and creative flair. So if you are serious about taking the steps to design a successful ad we can show you some basic tricks to help you get started.
Building your Facebook Ad
In order to advertise you need to have a Facebook page. (Read last weeks blog on Facebook Marketing to learn a little more). Now that you’ve designed a page you can create an ad by clicking on the blue button that says promote. Your options are to ‘get more website visitors’, ‘promote your page’ or ‘share page with friends’. Decide what your objective is. Sharing or promoting your page and getting likes is a great way to start building your potential client list. On your page you are offering them useful information and media on subjects relevant to your product or service, in turn welcoming your audience to your world.
You will be sent to the ad builder if you select ‘get more website visitors’ or ‘promote your page’ whereas ‘sharing page with friends’ will send you to your friend list where you simply select your friends and send them an invite. In the ad builder you will need to insert text and images that you feel will compel your potential patrons. It is user friendly and allows you to view your desktop news feed, mobile news feed and Instagram.
Image is everything
Be extremely picky with the images you choose. Use a variety of different looks or consider using a video to attract people. As visual creatures it will most likely be the first thing to catch someone’s eye. If your ad isn’t getting the results you would like after a week or so, change the images or video. Remember variations will help you figure out what works and what doesn’t.
What do you have to say
Your headline will lure your audience in and make them want more. Take time to research what your competitors are saying in their ads to help determine what appeals to the type of person you are hoping to attract. And remember that you want your content to also be pleasing to the eye so use trial and error testing in regards to layout too.
Call to Action
In Facebook advertising the Call to action button can be placed directly on your ad to take the guess work out while telling your future buyers exactly what action to take. Decide which call to action matches your intentions. If you want to send your visitors to an information page choose ‘Learn more’ however if you’re offering a limited time promotion you may want to consider ‘book now’ or ‘shop now’ ensuring the sense of urgency gets people to click and buy.
If you are local choose your city as well as surrounding areas within a reasonable distance from your location. If you are worldwide I would suggest picking the 5 biggest countries. Consider their culture, language, ethics and more to ensure you will find your buyers there.
In my research I have found that Interests are where it’s at in the Facebook Advertising realm. I can only assume you know your clientele, if you don’t, research and ask questions to find out what makes them tick. Narrow your audience down to what they enjoy outside of what you offer, this will get you the best results for the money you spend.
Budget and Duration
Don’t be too cheap with your budget. Make a decision to spend at least $10 per day for 1 week. After 2 – 7 days make changes if you see you are spending more than $2 per click. At this time you can increase or decrease your budget but don’t give up since some of the best ads take time to achieve success. Determine which ads work and which ones don’t. My suggestion is to either run multiple ads with variations in style, pic/video, font and content or simply tweak your single ad until you see the clicks get cheaper. Go to the ‘Insights’ page to view results. Don’t just settle for a failing ad and then remove it wasting all that money.
It is so important to analyze your results from the very first day you post. Just think, most people will post an ad and ignore it then wonder why it isn’t getting any attention. Learn to read your findings and change your ads consistently to find out which pictures work, which content compels your buyers and what interests are appropriate for your target audience. You will eventually find a formula that works for you. There is a shelf life for your ad and once you notice your clicks becoming more expensive, that is your cue to change it or remove it completely to avoid ad fatigue or blindness.
Do your target market research, test your ads and measure the results. Facebook advertising can be an easy and profitable way to get your message out. You have a whole world of buyers at your finger tips.