With a monthly active user base of approximately 2.91 billion, Facebook is the largest social network across the globe. Also, did you know two-thirds of customers worldwide say that they visit a local business’s Facebook page once a week? No wonder this social media channel is a great way of connecting with potential customers.
All in all, Facebook, if leveraged the right way, can be a game-changer for your business.
This post will cover the nitty-gritty of an effective Facebook marketing campaign.
Let’s get started.
8 steps to create a stellar Facebook marketing campaign
1. Incorporate Facebook Pixel
You can optimize your Facebook ad in the following ways through the Pixel:
- Monitor conversions
- Optimize ads
- Come up with a targeted customer base for future marketing campaigns
- Retarget interested customers
Say if a prospect visits your website and browses through your products, the Pixel will collect this data. You can find the collected data in the Facebook Pixel page located in Events Manager.
You can also incorporate Facebook Pixel with Conversions API to improve your Facebook marketing campaign. Conversions API allows businesses to share important customer actions with Facebook.
Such data will help you hyper-personalize your Facebook ads at the right time for the right audience, thereby improving your campaign’s performance.
You can take the example of the brand Coolmate here. It is a Vietnamese apparel brand that combined Facebook Pixel and Conversions API to promote its marketing campaign.
The brand extracted actionable insights from its campaign and worked towards improving its performance. Let’s see how the brand did it:
- The brand made use of photo ads to feature its garments such as t-shirts and lounge pants. The ads had strong CTAs such as “shop now” of “learn more” that motivated prospects to visit the brand’s website.
- The campaign primarily focussed on Vietnamese men within the 18–45 year’s age bracket.
- The brand also targeted both custom and lookalike audiences who had added a product to their cart or made a purchase in the previous campaign.
- The brand further added Facebook Pixel and Conversions API into its 12-day comprehensive marketing campaign.
The results were impressive. The brand got extensive data on what their prospects liked and how they engaged on their website. They used this data and witnessed the following achievements:
- 1.47X return on ad spend
- 394 add-to-carts
- 104 purchases
2. Set specific goals
The first step is to decide what you want to achieve through your Facebook marketing campaign.
- Do you want to find quality leads and push them towards conversion?
- Are you keen on increasing brand awareness?
- Would you like to increase customer engagement?
The points mentioned above are a few of the many goals you can achieve through an effective Facebook marketing campaign. Once you choose your goal, you can create a Facebook ad that’s in line with your brand’s image.
You can find the following kind of conversions on Facebook:
You should not target your whole customer base through a single ad. Every Facebook ad comes with a different objective. So, come up with an ad that’s in sync with a particular conversion objective.
See how Amazon Web Services uses Facebook Ad with a clear conversion type. You can see how it incorporates a strong CTA of “learn more” to encourage prospects to join AWS’s global cloud community.
3. Keep your brand image consistent throughout your ad and landing page
Your prospects might get confused if your Facebook ad and landing page convey different messages. So, ensure that the content on your landing page is relevant to your Facebook ad. To keep your landing page and Facebook ad in sync with each other, you should create your landing page first. Once you create a landing page, you can use its mini version as your Facebook ad.
You should know that Facebook uses ad relevance diagnostics for calculating the relevance of the ads to the prospects. Simply put, the relevance score of the ads is directly proportional to their probability of receiving positive interactions. If Facebook thinks a specific ad would generate more positive interactions, the ad’s relevancy score will be more, and vice-versa. Facebook calculates relevancy scores based on key performance indicators (KPIs) such as click-through rates and conversion rates.
Hence, if your ad is in sync with your brand’s landing page, the probability of your prospects converting into your customers will increase. End-results? Your ad’s relevancy score will accelerate. This, in turn, will make it easy for you to reach the right people at the right time.
Take a look at this Facebook ad from Coursera:
Once you click on its CTA of learn more, you see their landing page that’s conveying the same message as the ad in an elaborate way:
4. Find your competitors
You can also check your competitor’s ads with the help of the ad library.
All you need to do is type your competition’s name or relevant keywords for the ad in the search bar. It will give you an idea about the type of ads your competitors are using along with the ad duration. An ad running for a long period conveys that the ad is generating a good return on investment (ROI). These insights will inspire you to create an effective Facebook marketing campaign for your business.
5. Offer incentives
Coupons and discounts encourage 41% of customers to do online shopping. Hence, it becomes imperative for you to offer your prospects with an enticing incentive to increase sales and conversions through your Facebook ad. You can create an offer ad just the way Jasper’s Market did:
Facebook also gives your customers the option to like or comment on your offer ad. They can even save your ad within the offer bookmarks section. Facebook sends regular reminders to customers who save your ads. It sends reminders thrice on regular intervals based on the customer’s notification setting.
6. Build brand credibility through social proof
Creating an effective Facebook marketing campaign is the first step towards attracting your prospects. However, you need to go a step ahead and convince your customers that your brand is worth their time and money. This is where social proof comes in handy. It is a great way of instilling trust about your brand in the prospects.
Take the example of the brand Coursera mentioned above. See how it creates robust social proof by displaying that it has a rating of 4.9 with a total of 8,565 reviews.
7. Make your ad visually appealing
It takes a customer two-tenths of a second to make the first impression about your website. In fact, a prospect only takes 2.6 seconds to find the most appealing part of your website. Therefore, to increase the attention span of your prospects, it becomes critical to include images and videos within your Facebook ad.
See how Kitkat Chocolatory, Australia increased its brand awareness through dynamic ads, photo ads, and video ads.
The brand collaborated with the Facebook business partner shuttlercock to start its “Fill your break with wonder” marketing campaign. The brand made use of colorful and festive holiday-based imagery and videos with robust call-to-actions (CTAs).
The results were amazing. Take a look:
- Ad recall increased by 35 points.
- Brand awareness increased by 6.7 points.
- Purchase intent increased by 2.2X.
- Increase in online sales by 3X.
8. Choose a proper ad format
You can choose from a variety of ad formats based on your ad’s objective. Here are various ad formats that you can use for your ads:
- Carousel and collection ads are good for promoting multiple products or their features.
- The offer ad format works best for discounts and coupons.
- Facebook canvas is apt for promoting the high-resolution image and video ads.
See how Adidas made good use of collections ads to promote its popular Z.N.E Road Trip Hoodie and a few other complementary products.
The collection ad gives you the option of featuring the main product image along with three smaller images. It allows prospects to see the ad in a grid format and browse the products seamlessly.
The ad helped Adidas with the following results:
- Return on ads increased by 5.3X.
- Cost per acquisition decreased by 43%.
- Analyze important metrics
It is important to regularly check your ad’s performance. The best way of monitoring the effectiveness of the ad is by analyzing the following critical metrics in Facebook Analytics dashboard.
- Ad impressions
- Relevance score
- Engagement rate
- Click-through rate
- Conversion rate
- Return on ad spend
From making your ads visually appealing to using the right ad format, there are many strategies to create an effective Facebook marketing campaign. You can also streamline your campaign by including social proof, specifying your business goals, using Facebook pixel, offering incentives, and keeping your ad and landing page in sync.
In a nutshell, an effective Facebook marketing campaign can help you pave new avenues of success for your business.