Social media has become a vast playground for marketing-minded people everywhere. Agencies, business owners, and freelancers have been working hard to make sure their businesses or clients’ businesses are made known and have a good standing on most mainstream social media platforms.
While some might be more popular than others, the most common platforms are Twitter, Facebook, Instagram, Pinterest, TikTok, and LinkedIn.
Today, we’ll talk about a small section of Facebook marketing — Facebook Advertising.
What is Facebook Advertising?
Publishing regular posts to your Page may or may not get you more reach. But there’s no easy way to truly track this. To track your reach, you must use Facebook Ads Manager to create Facebook Advertisement.
You’ll also get the option to boost a regular post if you feel engagement and conversion could be high from that post. You can use Facebook Insights for your ads and track your progress.
If you don’t want to focus on in-depth data regarding your campaigns and strategies and just need a quick understanding of whether or not a specific campaign was useful, you can calculate the ROI on that campaign.
What is ROI?
ROI is the return of interest from a campaign you executed. It is calculated by diving your total revenue generated by the campaign by the cost of running that campaign. If your ROI is low, you need to work on adjusting your campaign by redefining your audience, changing the content formats, changing the posting time and consistency, etc.
If it’s high, you know you’re doing something right!
Here’s a list of things to keep in mind when planning and executing your Facebook Ad campaign to get maximum ROI:
1. Optimize your profile
Before you try to dive into campaigns, you must make sure your profile is properly set up and all necessary information is added. One of the easiest ways to ensure that your profile indeed has everything a potential client/customer would want is to think of yourself browsing through a newfound business.
For me, the business must have a display picture, a cover picture, a short bio, an About Us section, and updated contact information. If your business is verified, even better!
Once your profile is set, make your Ads account is also set up well. Make sure your payment methods are active and updated. Put in your spending limits, add your team members/admins, set permissions, etc.
2. Define your campaign goal
To avoid any sort of mess and confusion while running your campaign, your first step should be defining your campaign goal and making it clear to your team members, if any. Your goals are basically labeling what you’re trying to achieve with that campaign — things like engagement, traffic, conversions, app installs, store visits, brand awareness, etc.
When you’re creating an ad or ad campaign on Facebook, you’ll get an option to choose between awareness, traffic, engagement, leads, app promotion, and sales. It’ll also show you a one-line explanation of that particular goal and what it’s best used for.
Based on what you select, a different set of tools and targeting options will be displayed for you to choose from and use.
3. Lockdown your target audience
Defining your target audience is one of the most important steps in any marketing campaign. It helps you to focus on the people who are most likely to be interested in your product or service and to tailor your marketing efforts accordingly. By understanding who your target audience is, you can create content that resonates with them, build relationships, and increase conversions. With a well-defined target audience, you can create campaigns that speak directly to their needs and desires.
You won’t know how to lure your audience in without knowing them. So get learning!
4. Target at every sales stage
Another good practice is to target your audience at different stages in the sale cycle. There are roughly 3 stages — the first one is the awareness stage. Here you’ll target an audience whose behavior matches those that are simply browsing or searching for specific items or services.
The second one is the information stage. You’ll notice the user looking deeper into your business to understand more about the product and services. The targeting options here would be lead generation forms, video clicks, etc.
The third one is the conversion stage. This is where you push users to make the purchase. You can promote services specific to their original search, related products, etc.
You’ll be able to make your strategy more efficient by targeting users at every stage.
5. Copy and Visuals
Your ad copy and visuals need to be attention-grabbing, relevant, compelling, and targeted to the right audience.
Using the right keywords is also essential for ensuring that your ads are seen by the right people. With the help of AI algorithms, you can optimize your ad copy and visuals for maximum impact.
By using quality ad copy and visuals, you can ensure that your ads stand out from the crowd and capture the attention of potential customers.
If you’re using video ads, you must ensure that the initial few seconds are attractive enough to make the user stay on the video. Since most people prefer watching videos with low or no volume, try to make it equally impactful by adding subtitles.
6. Dynamic features
Facebook’s Dynamic Features are becoming increasingly important for marketers as they help to capture the attention of their target audience. These features allow for more creative and compelling ad copy visuals that are more likely to grab the attention of viewers. They also help to ensure that the ad copy is relevant and targeted toward the right audience by using keywords and other strategies. With these dynamic features, marketers can create high-quality ads that have a greater chance of resonating with their target customers.
Facebook itself offers a number of dynamic features for your posts and ads. You have your text or caption, images or videos, headlines, link descriptions, and CTA (Call To Action) buttons.
CTA buttons are important in Facebook Advertising as they guide the user to complete various actions like signing up for newsletters, visiting a website or making a purchase. There’s a variety of CTA buttons you can use depending on your set objective or goal. Some of them are Shop Now, Apply Now, Learn More, Get Quote, Get Offer, Install Now, Play Game, Use App, Download, Sign Up, Contact Us, Order Now, Send Message, Subscribe, etc.
These buttons tend to create a certain sense of urgency to complete the sale cycle and eventually guides the user all the way to a successful conversion.
8. Landing page
If you’re using CTA buttons or other links to direct your user to your website or a certain page on your website, you must make sure that there are no issues popping up during this journey. Your site must be quick, there shouldn’t be any lag. It shouldn’t be overcrowded with information, whether it’s about a specific product or related items. If you have too much information you need to display, consider rearranging things to make them more user-friendly.
You must also make sure your site is mobile-friendly.
What other tricks and tips do you use to maximize your ROI? Let me know if the comments below!