So, you have started a Facebook advertisement campaign. You've paid for the ads, developed several designs and slogans, chose the targeted audience and prepared for a blast.
Yet it didn't happen.
Your Facebook page is deader than ever, and the website hasn't quite enjoyed the inflow of visitors and new customers you were hoping for when you started planning the said campaign.
To begin with, you should know that you are not alone in this situation. Almost every marketer has encountered such problem at least once during his or her career, and those who failed to take a lesson out of it - even more than once, actually.
Remember, it doesn't mean that your Facebook advertisement campaign is destined to fail and advertising in social media is not your way.
You still have a chance to get all the benefits you were expecting from that Facebook advertisement campaign.
Facebook ads can be a powerful tool - after all, Facebook is a social platform that has almost 1,4 billion active users - and among those you surely can find couple of millions who would like to purchase your products or services.
All you need to do is to start marketing right.
And in order to learn how to do it, you are going to need some of our tips aimed on increasing your ads effectiveness, improving the engagement and optimizing your strategy.
Let us tell you how to optimize the campaign so that your ads will start working:
1. Start from accepting your mistakes
The main trap that befalls most of the marketers who are only getting acquainted with Facebook ads is the belief in the ad's absolute importance. And by that we mean believing that a good ad is enough to get you the desired results.
In fact, you couldn't be further from the truth.
To get the results you need to connect the Facebook ad in question to the optimized landing page. This is an issue of extreme importance: if the ads leads anywhere but the dedicated landing page, and by anywhere we're meaning both Facebook page or the main page of your brand's website, you won't get any conversions. End of story.
And now you should listen carefully, because advertising on Facebook is critical to every modern company - 75% of businesses think that Facebook is crucial for their work.
In US, one of five page views is on Facebook. And you don't want to miss the opportunity to use this resource, do you?
2. Proceed with understanding the principles of ads' work
Let us start with the basics. Before you start pushing your ads you need to decide who you want to show them to. Advertising to the whole community is very expensive and, might we add, rather inefficient, because you are, in fact, showing your ads to a randomly chosen people, and a great deal of them might simply be a wrong choice for your ads.
Why would you offer anti-hair loss products to teenagers and hoverboards to the seniors?
That is why targeting is such an important part of running the advertisement campaign. On Facebook, you have a possibility to distinguish your audience based on several stats: age, gender, location and interests.
Here's how you do it.
The first step is choosing your budget. Since Facebook has an Ad auction system, you need to state how much you are ready to pay for showing your ads to the audience.
The ads can be based either on cost per click of your ad or on its cost per impression.
If for some reason you want to pause your campaign for a while, Facebook has an option that allows you to do it anytime you deem necessary.
Facebook also has a bunch of options for the places where the ads can be displayed. Experiment a little to see which ones work best with your audience.
3. Start building the real ad
There are several rules to creating an effective ad. You need to follow them if you still want those conversions of yours.
First, there is a KISS (Keep It Short and Simple) principle. The headline should be catchy and don't overplay it with the length. Keep it as laconic and easy to remember as possible.
Second, you need an appealing image that will play on your audience's emotions. The positive ones, of course. If you have doubts, smiling people always work pretty well.
Third, you might want to use different photos for the same ad and find out which ones get more engagement. This will add to the data you are going to need to build a decent strategy.
Fourth, Facebook Calls to action buttons also are pretty useful. Place a call to action button on your Facebook page and on your website.
4. Use Facebook audience options
With Facebook, you can easily create a lookalike audience which is very useful to advertise to people who share some characteristics with your core audience - preferences, age, education or location.
It can save you a great deal of time and also increase the effectiveness of your ads.
Facebook gives you three audience options you can choose from:
- Custom Audiences;
- Lookalike Audiences;
- Saved Audiences.
5. Pay attention to the analytics
Facebook Insights give you an unique opportunity to study your audience's behavior and make the necessary changes to your strategy based on that data.
For example, you can see how many people have visited your brand's page over a certain period, how many of them commented on your posts or shared them, how many have followed your links.
You can also find out which posts get the most attention and engagement and therefore design your future posts are more like the popular ones.
When it comes to ads, you can get how many people have seen the ad and how many - clicked on it. You also get some tips from the tool on how to improve the ad to boost its results.
Also, since Facebook approves all its ads, check whether yours matches the platform's requirements.
Submit your ad for review - the process of approval usually takes up to 15 minutes. In the worst case you'll need to wait 24 hours, but that almost never happens.
However, make sure you have those 24 hours - just in case.
With these 5 steps you will be able to perform a swift and successful Facebook advertisement campaign without any effort.
Let us know how it's working for you - we would be delighted to hear your feedback!