Facebook advertising is considered to be one of the most effective & affordable advertising mediums available today.
Yet most of the advertisers don’t get expected returns on their investment. What could be the reason?
Is that because those advertisers don’t know how to do Facebook advertising effectively?
Or is it due to the lack of optimum adjustments in their Facebook advertising campaigns?
Well, it could be both or either of these reasons.
In this blog post, I will be sharing 10 useful tips which you can follow and implement on your Facebook advertising campaigns to get most out of it. Please note that although these tips are tested and proven by me for my clients, following them will not guarantee the success of your campaign but it will definitely increase the probability of your campaign’s success.
#1 Keep mobile and desktop separate
If you want to target your ads for both mobile and desktops, it is advisable to keep them separate. In other words, create different advert sets for mobile and desktops.
People behave differently on mobiles and desktops. You need to learn the behaviour of your targeted audience so that you can focus more on the areas that are working well for your ads.
#2 Keep newsfeed and right column ads separate
Similar to the logic of having different ads for both mobile and desktop, you must have separate ads sets for newsfeed and right column.
If you notice, there’s more space available to write an ad copy/text for newsfeed ads as compared to a right column ad. Also, the image size of right column ad is smaller as compared to a newsfeed ad.
So, instead of using a common image & ad copy/text for both newsfeed and right column, use exclusive ones.
#3 View insights to know the best performing audience & focus on them
You must view the insights of your audience regularly and analyse the best performing gender & age-group. Based on your analysis, you can make appropriate changes in your Facebook ads campaign and focus more on the things that work for you.
Instead of targeting age group 25-45, split them like 25-35 & 35-45. But make these adjustments after analysing your campaign’s insights only.
#4 Avoid Ad Fatigue
Running same set of ads for longer period of time results in ad fatigue. Yes, if your targeted audience keep getting same ads for so many times, they’ll start to get annoyed.
The major consequence of ad fatigue is that your cost-per-click may go up.
What you can do?
You can simply keep your ad frequency as low and at the same time you must rotate your ads regularly to avoid ad fatigue for you Facebook advertising campaign.
#5 Take care of your landing page
Even if you have everything working perfect in your Facebook advertising campaign but your landing page is not optimized, you will not get expected results.
There are few checklists which you must make sure to follow for your landing pages:
a. Your landing page must be responsive. Since most of the Facebook users are on mobile, you must make sure that your landing page has a responsive view for both mobiles and tablets.
b. You landing page must be congruent with your ad copy/text. Imagine if you click an ad that talks about 30% discount but when you click that ad, you see nothing about that discount on the landing page. How annoying this could be.
c. Your landing page must load quickly. Imagine if your targeted audience needs to wait for 15 seconds to load your landing page, how frustrating it could be for them. As I mentioned already that most of the Facebook users are on mobile, you must make sure that your landing page loads no longer than 6 seconds.
#6 Create custom audience
Custom audience is one of the most powerful tools available for any Facebook advertising campaign.
What is a custom audience?
Its a method to create an audience representing any group of customers or prospective customers that express interest in your product on your website.
What is the benefit of custom audience?
Once you define & get some visitors data for your custom audience, you can reach these visitors with targeted Facebook Ads. For example, you could run a separate campaign to reach out to those people who visited your website & viewed a product or services page, but haven’t made any purchase or enquiry yet.
#7 Create lookalike audience
A lookalike audience is a list of users whose characteristics are similar to users of a website custom audience.
Why you must use lookalike audience?
Simply because lookalike audience opens up a lot of opportunity and you can advertise to the users similar to those who already visited your website or you can also advertise to users who are similar to the ones who already converted on your site.
You can’t tell about the similarities between 2 different people but luckily, using lookalike audience for your Facebook advertising campaign, you can generate millions of lookalike audience.
#8 Do remarketing
What is remarketing/retargeting?
Remarketing is a process to advertise your products or services to those people who had visited your website but never too any action. A person may be not be convinced to buy your products on first visit to your website and therefore, remarketing helps to remind those visitors about your products.
Have you ever browsed any product at amazon.com without buying it and suddenly you started viewing ads from amazon about that product or other similar products? This is how remarketing works.
It helps reminding people that they had visited your website but they still need to make a decision to buy from you.
Remarketing helps Facebook advertisers to get more sales by following up frequently with their visitors.
#9 Experimenting with different images and ad copies
Most of the advertisers would create a few ad copies and wait for the success to come. Be it Facebook advertising or any other medium, you simply can’t afford to miss out experimenting with different ad copies and images.
When you create ads with different images and different ad copies, you get to know which one works better for your Facebook ads campaign.
#10 Choose appropriate call to action
Facebook provides option for its advertisers to show call to action with each advert. These call to action buttons help people to know about the expected action to be taken.
For eg. if your ad is all about showcasing your products, you may use a call to action of ‘Shop Now’ and if you want to share some information about your services, you may use a call to action of ‘Learn More’ button.