Facebook Ads – How To Make The Current Trend In Online Marketing Work For You
Any time you scroll through Facebook, you’ll notice that some of the posts on your feed are marked as ‘Sponsored’. Like that one time when you had just been browsing through your local shoe shop’s Facebook page. A few seconds later, shoe ads accidentally started following your every move. Coincidence? Ha! There are no coincidences in Social Media! The reason you’re seeing these ads is a result of an Ad Campaign running on the Facebook ads Network. It’s no surprise either. Facebook ads are an amazing way for brands to engage with their audience.
But why do Facebook ads work?
It’s no wonder really. In 2018 the platform has 1.45 billion daily active users. That means that with the right strategy, any marketer could reach their audience instantly. But don’t just take my word for it. EMarketer reported that 96% of social media marketers consider Facebook to be the Social Media advertising platform that rolls in the highest ROI.
Woah there – hold up.
Before you run off to Facebook Ads Manager to spend your hard earned cash, take a minute to plan your actions. As with most efforts in digital marketing, effectiveness takes some thought. Targeting the right audience can be a total pain in your….budget. But since I’m always in the spirit of giving, here are a few quick tips to get you started.
Learning from others’ mistakes.
One of the most common mistakes I notice is that brands expect people to buy their stuff upon first seeing their ad. Companies boost a digital billboard to anyone in their geographical location, hoping that someone will buy. This is ineffective to say the least. Especially when you consider the vast range of tools that Facebook offers within the Ads Manager.
So let’s move away from that. Instead, here are 4 steps that will help you structure your Facebook ads campaign effectively.
Step 1: Audience
Picture this: You’re in a room with 2-5 people. Every one of them is the perfect candidate to buy your product. You know their basic demographics: their age, gender and location. But what are these people into? Do they follow a certain lifestyle? What behaviors can you identify in them that make them ideal customers?
Use these questions to identify the personas within your target audience. If you’re selling sports drinks for instance, your audience will obviously include athletes. But you could also target school children as well, as you could target the mothers who need a boost of energy. Your audience could also include party-goers looking for hangover cures. Heck! You could even target students studying late nights for exams. All of these are the personas you can target through your campaigns to grow your business.
Step 2: Funnel Creation
Once you’ve identified your personas and created custom audiences on Facebook, you need to start a relationship with them. Get them to warm up to your brand and come to trust what you’re saying before you expect them to drop some cash. That’s where your funnel comes in.
You start by creating content around your product. Your main focus should be on the value it offers to your audience. This can include videos, blogs, how to guides, tutorials, etc. This will drive awareness of your brand. Anyone who engages with this content on Facebook or on your website is then funneled into a custom audience. Actions on your website are tracked with the Facebook pixel. You’ll just need to install it properly at the start of the campaign.
At this point, every action taken by a lead that gets them closer to purchase could trigger a new ad to continue driving consideration. All the technical work is done by Facebook itself, but this remarketing does need to be set up and maintained properly by yourself or your agency in order to work well.
As your leads work their way through the funnel, the relationship built through the value you’ve offered will lead to conversion. It may seem like a long-winded way to go about it, but the numbers don’t lie – targeting a specific group of leads and nurturing them proves to have a higher conversion rate every time.
Step 3: Content
As mentioned briefly in Step 2, this is your lead magnet. Let’s take energy drinks again – you could boost a photo of a bottle, but you’ll get a lot more engagement out of sharing a blog post about the best ways to keep energy levels up throughout the day. It’s all about engaging their interest, and then nurturing that interest into a love for your products and your brand.
Content could be animated videos, vlogs, slideshows, blog posts, webinars, guides, e-books, white papers or fun downloadables – get creative, it could be anything!
Step 4: Copy
You’ve worked hard on producing content – now, your job is to stop people scrolling through their Facebook feeds long enough to see what you’re offering. Keep your copy bite-size, snappy and relevant – you’ve only got a matter of seconds to convince your reader to keep reading!
Using Facebook tools
You’ve now got all of the elements required for an effective campaign. The next step is working your way through Facebook’s Ads Manager to get your campaign live. Facebook will guide you through choosing the correct Campaign type (whether focusing on building awareness or driving conversions, for instance), setting up Ad Sets by choosing audiences and tweaking settings, and finally creating the Ads themselves – what they’ll say and what they’ll look like.
That sounds easy, right?
Facebook has built its tools to be as guided as possible, but practice makes perfect. Many agencies have honed their Ads Manager skills in a way that gets you maximum performance out of Facebook’s complex set of tools, however, it’s definitely not impossible to carry it out yourself.
If you’re keen to get some guidance, or some more information on Facebook Advertising email me email@example.com