Advertising on Facebook without understanding the necessary steps or consulting with a professional Facebook advertising agency is unlikely to lead to the success you intend for your campaign.
Knowledge of best practices and a good understanding of how to launch, run and optimize your Facebook marketing campaign are the only ways you will have a chance of achieving your goals. You will need to review Facebook’s advertising tools, define your goals, understand how to evaluate and calculate your ad’s performance, and A/B test your ad with at least two or three versions.
To beat Facebook’s average 1.24% CTR, you’ll need to follow a few basic steps. We’ve noted the main points for you below as you get started with advertising on Facebook.
Clarify Your Objective and Target Audience
You need to be clear about what you are aiming for with your Facebook advertising. Do you wish to raise awareness about your product or a cause, collect leads for your business, or convert interested browsers into paying customers? Facebook’s tools are split into three easy categories to help you decide. The next task – specifying your target audience – is just as simple.
Marketers are able to hone in on specific audiences based on a wide range of demographics and behaviors. By choosing the age range, location, gender, and interests of the users you would like to target you will have a much better chance of delivering your Facebook ad to interested users.
Create, Test, Modify, Repeat
Multiple options can be chosen when you create your ad for Facebook, and split testing is the fastest and easiest way for you to work out what works and what doesn’t.
You should structure your campaign to run 2 -3 variations of the same ad for one promotion or objective. This is called A/B, or split testing. Thanks to Facebook dynamic ads, a recent introduction for marketers and advertisers on Facebook, this has become much more straightforward and easy to organize.
Only change a single element between the ads: color, wording, or image, for example. If you change more than one, then it is impossible to be sure which elements worked and which were lacking.
A/B testing also makes it easier to halt or alter the underperforming Facebook ads. To figure out which is the highest performing ad, track the ones with the lowest CPC and the highest CTR. This will give you a good idea of what is working for the audience you have targeted.
Improve Audience Insights
Audience Insights give indicators about your customers’ behaviors, preferences, and tendencies. Careful selections here helps you hone in on and present your Facebook ads to those most likely to engage with them.
For example, if you are targeting people who “like” baking on Facebook, then you’ll have a massive audience. By using the Facebook Audience Insights tool you can search for related terms like cake, cookies, or bread, and become more specific with your targeting.
Once you have refined your audience, you need to pay attention and track the data. Based on what you find you can either refine or widen your audience or create a few ads that speak directly to that group.
Watch Where You’re Going
This is where 31% of Facebook advertisers lose their impact. They send those that have clicked on their ad to home pages of websites or just to their Facebook page. This is then where the user flounders, loses their way, and fails to convert in the way that you want them to.
The other 69% of marketers send them to a specific landing page with a similar look and feel to the ad created for them. The continuity and definite direction encourages conversions and the action you are aiming for.
Follow the above steps and you’ll be embarking on a profitable journey into the world of Facebook advertising. For even better results, partner with a marketing service that has the specialized tools and extensive experience to optimize your Facebook ad campaign. When you’re backed by the correct combination of research, testing, targeting, and tailored content, you’re setting yourself up for successfully advertising on Facebook.
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