Let’s start this guide with what is probably the most helpful thing we could teach you, an idea that you need to keep in mind throughout all of your Facebook marketing efforts: You can never be sure that your Facebook ads are running at 100% efficiency. That is why it is imperative you know all the ways you can improve and optimize your Facebook Ads marketing strategy.
Let’s unpack this.
If you’ve got experience in Facebook advertising, you’ll know that there are a huge number of moving parts in every campaign.
Your objective as a marketer is to get your campaigns to operate at 100% peak efficiency, like a well-oiled machine.
Every well-oiled machine needs working parts. Each moving part needs to be fully optimized and working as well as it can be.
So, how do you do that?
Well, that’s what we’re going to go over today.
Get ready for 10 of the best tips and tricks that you can put into action today to improve your Facebook ads… and see immediate results.
1. The Facebook Pixel
We can’t stress how important it is to have the Facebook Pixel installed and firing for your Facebook ad campaigns.
But what is it? And what does it do?
Well, the Facebook Pixel is a little line of code that you place on your website. It collects data on the people that visit your site and then fires that data back to your Facebook Ads Manager.
That means you can build targeted audiences for your upcoming campaigns, track conversions from Facebook ads, and – perhaps the best of all – remarket to Facebook users who have already taken some kind of action on your site.
All of that through a simple line of code.
The Pixel works by placing and triggering cookies that track how your users interact with your Facebook ads and your website.
This kind of data is invaluable. Why? Well because you can use the collected data to see which ad creative, audiences, targeting options, and objectives (to name but a few) were the most effective in your campaigns.
You can then use your findings to build even better – i.e. relevant – ads in the future and get preferential treatment from the Facebook algorithm.
2. Super-specific targeting
Facebook advertising is all about being specific.
You can go into an incredible level of depth with your audience targeting, but just how deep can you go?
Well, there are over 2.2 billion monthly active users on Facebook. This huge, global audience means that your business’ target audience is absolutely on there, waiting to be served your business’ ad.
Facebook offers a host of micro-targeting features that will let you reach your exact audience. These are based on a variety of different statistics, such as demographics, location, interests, and behaviours, to name just a few.
For example, if you wanted to, you could target English and Spanish-speaking single fathers, aged between 26-56, who have middle-school kids and live in southern Albuquerque.
Now we know that’s a random example to come up with, but that’s our point!
If you know who your target audience is – your ideal customer – you can find them on Facebook and get your ads in front of them.
Keep an eye on your audience definition tool and get specific. It’s better to have a number of smaller, but more specific audiences to bid on, rather than wasting your advertising budget on huge audiences that you’re not likely to reach.
3. Your most popular posts… but even more popular
Say that there’s a post on your page that’s done particularly well.
Perhaps it was a photo of your office and staff with a funny caption that really nailed the essence of your brand. Maybe it was a written post offering some indispensable industry insight that your audience can use. It might even have been a meme that drove users towards a lead magnet.
Whatever it was, being published is far from the end of the road for that post.
Now while Facebook’s algorithm caps the expose that your posts can achieve, the page posts engagement objective is a solid fix.
Under the “Engagement” objective in the ad builder, hit “Page Post Engagement”.
This objective will ensure that the post you want to boost will be shown to the audiences that already like, comment on, or otherwise interact with your content.
Best of all?
You can pair this objective with Facebook’s targeting options to get your content in front of people who are just like the people who are already interested in your content (see step #10 a little later on – that’s a really advanced tactic).
4. Target people by their income bracket
If you’re an established business that’s been trading for a while, you’ll have some sort of idea of who your ideal customer is.
Think about your product.
Do you sell affordable, waterproof headphones for gym-goers?
Do you sell a high-end watch typically bought by people who earn over $250,000 per year?
Either way, if your product or service is bought by people at a specific level of income, you want to make sure that you target your ads at that specific group.
The good news is that Facebook lets you do exactly that. You can target by income, net worth, or even liquid assets.
In fact, Facebook actually lets you target 30 different financial behaviours. What this means is that you can make sure that your ads are seen by the people who are most likely to buy the product that you’ve advertised.
Disclaimer: now don’t worry; Facebook doesn’t know your income. They use a ton of third-party data that they combine with a load of demographic information to come up with an approximate estimation.
5. Create audiences based on their education level
If you know your target audience’s level of education, you’ve got some pretty valuable information.
Well, there are two reasons.
The first is pretty straightforward: you’ll be able to customize your campaign according to the individual audience, in everything from the tone to the language of your campaign.
The second is more practical.
Say you offer a product that’s suited for people who have a certain level of education, if you’re a school that offers master’s degree programs, or if you want to target people who have a PHD in a certain subject. Alternatively, you could target people who went to a specific college or university.
This principle feeds back into what we discussed in step #2 about specific targeting. Education appears under ‘Demographics’ in Facebook’s targeting menu, and you can narrow this down to a highly-specific audience For example, to field of study, their alma mater, or even which years they were an undergrad for.
You can apply the same logic if you sell tools for experienced professionals within a certain industry, or if you want to target people who have been in the workforce for a long time.
6. Run a contest to boost engagement
Contests on Facebook aren’t anything new.
“Type your name in the comments section …” or “Like this post…” for a chance to win.
There’s a reason why companies run these contests: they work. They genuinely drive engagement. Running a contest with a clear and enticing incentive is a great way to enhance ad engagement on Facebook.
It’s a traditional format, for sure, but there’s a whole lot of scope to get creative here.
A travel company could run an offer on a holiday, or even give away free plane tickets to the winner.
You get the idea.
The contests themselves don’t have to be particularly complicated. You could simply require a like, a comment, or ask your audience to provide some kind of photo submission in order to enter.
Best of all?
Think of the social media marketing opportunity that announcing the winner could be. You could even pair this tip with number #7!
7. Create short, high-quality video content – for mobile
Let me explain why.
There are over 8 billion average daily views and 100 million hours of video watched every single day on Facebook – it’s a big part of the reason why Facebook is one of the top social media video channels.
Now pair that with another important statistic.
People are 5 times more likely to watch videos on a mobile device.
What’s the significance?
Well, it means that you, as a marketer, have to embrace video on mobile, because that’s exactly what the majority of Facebook users have done.
Facebook users want to be entertained. They’re on a social platform after all. The idea is to create attention-grabbing and entertaining content, video is the perfect medium for this.
The video ad format is available for nearly all objectives, formats, and placements on Facebook. Video content can also be combined with different formats like Carousel or Instant Experience.
You could pair this tip with #6 by creating a video that announces your competition’s winner, then follow that up with another video that showcases their experience with your competition’s prize.
8. Create copy that converts
Whilst visuals are a hugely important part of advertising on Facebook, it’s important not to forget about the words that go with them.
No matter how much time goes on – or which of these are prioritised – imagery and words go hand-in-hand. Every great ad you’ve ever seen was written.
Ad copy should be crisp and to the point.
If there’s too much of it, people will stop reading.
If it’s too complex, people will stop reading.
Keep it simple.
- Make it personal: use personal pronouns – like “we” and “you” – to build a relationship between your business and your audience.
- Avoid technical jargon – the general rule of thumb for copy is that if a 7-year old can understand it, you’re set.
And a bonus tip…
Include a CTA or ‘Call-To-Action’ buttons that tell people what they can expect once they’ve clicked on your ad.
It’s important to have a relationship between the ad’s copy and the desired action you want your users to take. If your goal is for people to make a purchase, use something like “buy now”. Strong verbs like “buy”, “discover”, and “start” all encourage users to take valuable actions.
9. Pick the best ad format for your products or services
The list of ad formats available on Facebook is long and only getting longer.
The ideal Facebook ad is a combination of creative and formal elements. What that means is that imagery and copy must go hand-in-hand with the most relevant format.
Depending on which campaign objective you selected at the start of the campaign building phase, certain Facebook ad formats will work better for you than others.
Adidas ran a successful cross-selling video campaign for its Z.N.E. Road Trip Hoodie – and other products – that delivered 5.3x return on ad spend. It helped them drop their cost-per-conversion by 43%.
When you choose a format, consider:
- Carousel and collection ads if you want to show off multiple products from your industry, or a single product with features to highlight.
- Canvas if you want to showcase your brand with high-quality visuals that are native to mobile.
- Look back at tip #3 to boost posts that are already popular.
10. Use Audience Insights to learn about audiences
An excellent way to cut the costs of your Facebook ads is to use Audience Insights.
Audience Insights is a Facebook-built tool that lets you tap into Facebook’s incredible collection of data with the sole purpose of making your ads more relevant.
To access it, go to your Ads Manager and find ‘Audience Insights’ under ‘Plan’.
You can use Audience Insights to target across the entire scope of data that Facebook has, like behaviours, demographics, and interests.
Say you want to sell an affordable watch for triathletes.
You could target “triathlon” as an interest. To target them, go to Audience Insights and type “triathlon” in as your target interest. You can then use the Page Likes tab to learn more about the audience.
The more you learn about an audience, the better-equipped you are to craft pieces of content and creative elements (like imagery and copy) that are relevant to the user.
You’re all set!
As we said at the start, there’s no one element of your Facebook advertising campaigns that will make your campaigns profitable.
Instead, it’s a question of addressing each stage of the campaign building process, then working on each element individually as time goes by.
Go ahead and use the 10 tips and tricks from this guide to help you improve your Facebook ads today!
Then, read the data that Facebook will report back to you so you can optimize your campaigns and scale for growth.
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