Facebook advertising builds engagement with your target audience. Engagement consists of the likes, comments, and interactions on your advertisements. Engagement is important because it signifies a stronger connection with your target audience.
The key to achieving real success with our advertising tips on Facebook should not depend on organic coverage on this particular social network. Because organic reach has been declining for quite a long time (which means less brand involvement), as Facebook continues to emphasize sponsor content. Facebook ranks first on the social network in terms of conversions, which makes creating effective Facebook ads even more important.
Here is some of the best advice from small business owners who have enjoyed success on Facebook and are willing to share:
Carousel advertising contains a series of images or videos through which users can rotate, and they all help to describe a particular product, service, or event that the advertising promotes. They’re effective on both desktop and mobile, and are available for most Facebook ad objectives—so if you’re not shooting for online sales, don’t feel like your hands are tied.
Each Carousel ad can contain up to 10 images or videos at the same time and links to its own web pages. Because these ads carry so much information,
according to Facebook, they are ideal for:
- Endorsing multiple products.
- Promoting multiple features of the same product.
- Telling a story or sequence of events that unfolds over the course of multiple pictures or videos.
- Explaining a process to potential customers.
Create eye-catching visuals
Using the right visual elements on the landing page is important for getting real results. Mainly because your brain is used to processing images faster, and this is something that you should take advantage of.
In addition, good relevant visual elements increase the overall flow of the landing page and make it easier to scan and use the content . Which leads to a decrease in bounce rate and an improvement in conversion rates.
Facebook recommends sparingly using text in images if used at all. Instead of filling the visual elements with text, consider moving the copy to the designated text area. If you need to include text, use the Facebook text verification tool to get a rating.
Cost-per-click is So Important to a Campaign
Cost-per-click (CPC) is a method used to measure the cost or cost-equivalent for each click on your ads in a Pay-Per-Click (PPC) campaign . It’s a metric that determines the success and returns on investment of your paid search campaigns.
Currently, CPC takes into account any click taken within an ad unit: a like, a comment, a share, a click to a website, “continue reading,” etc.
The beautiful thing about CPC is you’re only charged when someone clicks your ad, so in theory, if your ad doesn’t get many clicks, you’ll benefit from getting thousands of impressions for free , while safeguarding against paying a heavy price for ads that don’t perform well.
Monitor Ad Frequency to Manage Exposure
Ad Frequency is the number of times a user sees your ad campaign. Your Facebook audience is more likely to withdraw your ad if it sees it several times. However, if they see your ad too often, they will stop paying attention, leading to increased costs and reduced efficiency.
To optimize your ad serving, add a frequency cap to your ad report and see how it affects your expenses.
As a rule, costs begin to rise after saturation of the audience. When you see that the frequency exceeds 1.7, watch your cost per result. If it increases significantly, duplicates the ad set and add new targets. This will help you reset the campaign and upgrade your audience .
Simple and Seamless Experiences
Create a seamless experience that will take users through a journey that makes sense. This may seem simple logic, but you will be surprised at how many brands do not always consider this concept. If you encourage users to shop, go to the sale page.
If you promote subscription to the newsletter, send them to the registration page. Do not force users to search for what you are asking them to take - make travel simple.
Utilize ad placement A/B tests.
A / B testing, also known as split testing, is a marketing experiment in which you “split” your audience to test a range of campaign options and determine which one is more effective. In other words, you can show the marketing content version to one half of your audience, and version B to the other.
A / B testing allows individuals, teams, and companies to make thorough changes to user experience by collecting results data. This allows them to build hypotheses and better understand why certain elements of their experience affect the user's behavior. On the other hand, they may turn out to be erroneous - their opinion on the best experience for this purpose can be confirmed using the A / B test.
Experiment with Lookalike Audiences
This audience contains people who are like your existing customers. “New” people who look like your customers are more likely to convert. This type of audience can be very useful if your online store does not have enough traffic, and also helps you improve the effectiveness of your campaign since these people are more likely to be able to convert.
Like regular audiences, dual audiences are best used in conjunction with multi-level targeting. Adding multi-level targeting to the same audience is a particularly effective way to control audience size.
Improve Your Call to Action
A call to action is one of the most important parts of all your Facebook ads. You must clearly communicate what you are offering to your customers and how it will benefit them. In other words, there should be a clear value proposition. With attractive CTAs, you simply won’t get the desired clickthrough rate .Since all transformations are motivating actions, a strong call to action is crucial.
Strong verbs such as “start, discover, find and explore” are great if your conversion goal is to get users to visit the product page or learn about your company. If your goal is to stimulate purchases or subscriptions, use the phrase “buy now” or “register”.
Establish a bid strategy and budget
Finally, it is very important that you set a betting strategy and budget. Otherwise, you will end up spending more than you planned. Fortunately, Facebook makes it easier by letting you use what's known as Optimized CPM.
With this tool, you essentially give Facebook the right to bid on advertising space depending on your limitations and goals. As a rule, it allows you to maximize your budget and avoid overspending . Until you understand how much advertising space costs and how you allocate your budget, it's best to let Facebook take care of this aspect of your campaign.
Facebook is constantly changing the algorithm of advertising and introduces new features and ways of working. Many of the above tips will continue to evolve over time. Most importantly, they will not work for all your campaigns. Keep experimenting with different tactics and approaches to find the ones that are right for you.
Raise your advertising on Facebook to a new level by signing up for a free course on advertising on social networks from Vianinja . Learn how to keep the low cost per click and high level of engagement, as well as all the basic principles of creating ads, bidding, purchasing and tracking