Facebook Ads are becoming a popular and powerful tool for businesses of all sizes to market themselves online. According to MerchantCircle, some 22% of local businesses are using Facebook ads and, of them, 65% would do so again.
However, with a few basic tips, you can be well on your way to getting the most out of Facebook Ads and finding great ways to maximize performance while minimizing your costs.
Facebook has different ad types, targeting approaches and pricing structures that work better in different situations. For example, while regular Facebook ads might do best for brand promotion. If you want to promote an event or contest, a sponsored story will likely be better.
Also, a Cost Per Thousand (CPM) campaign may work better if you’re trying to gain exposure for your name but a Cost-Per-Click (CPC) campaign will likely be more on target for a campaign trying to gain fans or followers or secure a level of interaction.
No matter what your goals are, knowing them is crucial for finding the correct campaign type.
2. Target Deeply, Target Well
Though Facebook’s 750 million members can make it a great place to cast a wide net, the real power of Facebook Ads is your ability to tightly control who sees your promotion and target it very granularly.
It’s much better for your business to have a few hundred well-engaged followers than thousands of unengaged ones. Furthermore, ad prices often go up the wider the net you cast as you have to compete with more and more ads.
So don’t hesitate to drill down very tightly, even targeting just friends of your current fans if need be.
3. Run Compelling Copy and Use Solid Images
Remember that, while these are ads for Facebook, they are still ads. Have a call to action with your ad text and make sure to use good, eye-catching images that aren’t annoying and don’t appear to be clipart.
Your visual has to make people notice your ad and the copy has to compel them enough to stop what they’re doing and take a detour to click it.
This won’t be an easy task on Facebook, which is part of why the Click-Through Ratio on Facebook is so low, but it is possible with a good combination of powerful visuals and compelling language.
4. Have a Good Landing Tab
When people arrive at your Facebook page, make sure they have a good, attractive and explanatory tab to land on. You can use any number of fan page tab building services to do this. Do not have your visitors simply land on your wall, which is both visually uninteresting and may have uncompelling posts up at the time.
Furthermore, a good tab will help draw the reader to the “Like” button, increasing the likelihood that those who click your ads will take the next step.
5. Test and Retest for Performance
Facebook offers a variety of tools to determine how well your ads are performing. Use them and follow them closely.
First, run multiple ads to see which perform the best, both from a generic CPC standopoint and a cost per action one. Repeatedly refine your ads until you find the most compelling and best-performing combinations.
Also, run multiple campaign types to see if a CPM or CPC campaign is cheaper for you and also play around with your targeting to see if other groups may be interested. You might find an untapped audience.
Never be still with your campaigns, always be working on improving them.
In the end, those with a decent amount of experience on Google Adsense will already be familiar with many of these tips and tricks. The main thing is that it is important not to get carried away in the Facebook element of Facebook ads and remember that all of the traditional rules of advertising still apply.
This includes the advertising lifecycle of creating, running, testing and revising. If you can do that effectively, you can likely succeed on almost any advertising platform, including Facebook.
If you can’t, it may be wise to hire someone to help you with your campaign, at least until you get the hang of it.