Posted by Facebook is a social media juggernaut with 2.45 billion monthly users. Of these, 1.62 billion are active on the platform daily. Such a massive audience has lured 6 million businesses to use Facebook to extend their reach and grow their online presence.
Moreover, Facebook has provided marketers with the ultimate tool to attain your business objectives – Facebook Ads. It gives you the flexibility of creating customised advertisements along with exclusive features to build a successful ad campaign.
Furthermore, in 2016, LYFE marketing ran a Facebook retargeting ad campaign for three days, where they spent $968.08 and generated a revenue of $6,785.97. Facebook Ads is considered a cost-effective advertising platform for every brand.
Generating similar success rates through Facebook Ads is a cakewalk if you know what you are doing. Therefore, in this article, I’ve listed 3 steps to help you build a successful Facebook Ad Campaign.
- Step I: Define your objective
- Step II: Identify your ideal audience
- Step III: Build and split test your ads
Step I: Define your objective
Based on your chosen campaign objective, Facebook’s approach to advertising changes entirely. So, you must select the right Facebook ad objective to ensure the success of your campaign.
Facebook ad objectives are bifurcated into three categories:
- Awareness
- Consideration
- Conversion
1. Awareness
Objectives under this category are targeted at improving a brand’s awareness and reach:
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Brand Awareness
Go with the Brand Awareness objective if you want to make most people aware of your brand and not aim for conversions or purchases. Facebook Ads will reach out to people who are more likely to pay attention to your ads.
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Reach
Use this objective to reach out to as many people as possible based on your specified budget and target audience.
2. Consideration
If you’ve created information-centric ads that will help the audience understand your brand/products better and seek more details, then you should opt for goals falling under consideration category:
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Traffic
When you want to drive traffic to sources outside of Facebook, you should select traffic as your objective. Based on your objective specification, Facebook will show your ad to prospects within your target audience who are more likely to click on the mentioned link.
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Engagement
Choosing ‘engagement’ as your campaign objective will enable the like, comment, and share buttons on your Facebook Ad along with reactions. Also, engagement can be used for ‘page likes’ and ‘even responses’.
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App Installs
If you want to increase the number of downloads for your apps, you should go with app installs. Viewers who click on such an advertisement is directed to a separate page from where they can download the ads.
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Video Views
You can use the ‘video views’ objective to boost the number of views received by your videos. Through video views you can engage more audience. However, when you are running a video campaign, you must remember to keep them short, informative, and engaging.
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Lead Generation
When your goal is lead generation, you can opt for this objective and generate leads through your Facebook advertisement itself. You can collect audience information like the name, email address, phone number, etc.
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Messages
By setting up this objective, you can permit your target audience to reach out to you through Facebook messenger directly.
3. Conversion
Choosing this objective comes in handy when you want your target audience to perform an action like making a purchase or using your product:
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Conversions
You must have a 15-20 conversion rate per week to optimize for this objective. Facebook will study these conversions and execute your ad targeting accordingly. Put simply, Facebook will target those who are more likely to convert when they come across your ad on the platform.
If you have trouble measuring conversions, you can use Facebook Pixel to keep track of all the conversions.
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Catalogue Sales
If you want your entire catalogue to feature in your Facebook Ads, you can choose ‘catalogue sales’ as your objective. Facebook will target the audience accordingly based on the products from your catalogue.
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Store Traffic
You can choose this objective if you aim to increase the footfall at your brick and mortar store. Facebook will show your ads based on their geo-locations and target people who are nearby to your store.
Step II: Identify your ideal audience
Targeting is an essential part of building an ad campaign. Based on your target audience set, your ad can either make it or break it. Let’s look at the 3 audience types on Facebook Ads:
1. Saved Audience
You can define your saved audience by choosing their interest and other demographics like location, age, gender, etc. Select multiple interests and behaviour relevant to your brand/product to discover your most ideal target audience set.
2. Custom Audience
Facebook Ads allow you to create custom audiences which includes people that have already interacted with your brand. The interaction is not limited to Facebook. You can create a custom audience for people interacting with your brand on your website as well. Apart from this, you can create a custom audience for people who’ve performed a specific action in your app. You can best utilize custom audience when you decide to run a retargeting ad campaign.
3. Lookalike Audience
Lookalike audience in Facebook Ads targeting delivers the best results among all three audience types. Basically, Facebook has an algorithm which studies your specified audience to find a similar audience across the platform to target.
In the end, all you need to do is set up the budget and schedule followed by the bid type.
Step III: Build and Split test your ads
After specifying your objectives and setting up your target audience, your next step would be to make use of your artistic mind and build user-friendly and super interactive Ads.
First, you must choose the ad format – whether you want a single image, video, collection, or carousel ads. Then enter the primary text, headline, description, URL, and CTA associated with your ad. When the text and creative is provided, focus on one of the most important steps – setting up Facebook Pixel for efficient conversion tracking.
While you are preparing the ad creatives, you must construct several options and A/B test the creatives for split testing.
Conducting a split test of your creatives can help you understand which creative can deliver the best results, and your ad budget gets utilized efficiently.
Here’s a list of things you should split test:
- Description
- Headline
- CTAs (Call to Actions)
- Ad format
- Visual
Conclusion
For your Facebook Ad Campaign to succeed, you must focus on the elements mentioned above. However, I’d like to leave you with one final piece of advice: “give your audience an offer they can’t refuse.”
Focusing on the creatives and making them interactive is necessary, but you must provide an alluring offer or deal to your audience to get the best ROI.
So, what are you waiting for? You are now ready to create a successful Facebook Ads campaign.
This is a guest post by Sahil Kakkar. Sahil is the CEO and Founder of Rankwatch – a platform, which helps companies and brands stay ahead with their SEO efforts in the ever-growing internet landscape. Sahil likes making creative products that can help in automation of mundane tasks and he can spend endless nights implementing new technologies and ideas. You can connect with him and the Rankwatch team on Facebook or Twitter.
Other posts by Sahil
- How to Identify FAKE Social Media Influencers
- Simple Strategies to Optimize Your Stock Photography Website
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