THE ULTIMATE 5-POINT GUIDE TO FACEBOOK ADS IN 2023
Let’s face it. There’s a continuous decrease in the organic page reach on Facebook in a bid to urge its users to buy Ads for better reach.
Facebook Ads, the dread of every marketer! But they are not as scary as most people tend to think. In fact with proper monetising techniques, you can actually receive Likes, Clicks, and even Shares for as little as Rs.1 each! Also, this is targeted traffic we’re talking about (those people who are interested in your market, product and services), so the odds of conversion are also very high.
FIRST THING FIRST: WHY SHOULD YOU USE FACEBOOK ADS?
Facebook boasts over 1.13 billion daily active users. The average user spends about 50 minutes just on Facebook, Instagram, and Messenger every day. The targeting options within Facebook Ads are incredible. Businesses can target users by location, demographics, age, gender, interests, behaviour, and much more. The campaigns are easy to track and there is an almost immediate influx of traffic.You have complete control over your daily budget and maximum cost-per-click.
EXPERIMENT WITH MULTIPLE CREATIVES AND COPIES
The following is our 5-point guide you need to ace Facebook ads management. It can be tweaked to suit your needs, but following this basic structure will go a long way.
Experiment with multiple creatives and copies Always test many creative and copy variants to see which ones resonate best with your audience. Facebook will optimise ad serving based on performances and your conversion goal. An interesting and relatively new creative type we recommend testing is the ‘Carousel’, which allows you to fit multiple images and links into a single creative. This campaign type has been found to reduce your CPA by about 30-50% and decrease your CPC by 20-30% (according to Facebook). This type of creative can be used to showcase multiple products, and features and tell your brand’s story.
REPORTING, REPORTING, REPORTING!
Some of the biggest wins are always found within the reporting category. One of the most important parts of reporting is the ‘Breakdown’ section. Some questions that can be answered are:
Are your mobile placements converting?
What age group has the strongest CPA?
What regions aren’t converting?
What gender is responding to your adverts?
The detailed reporting analytics of Facebook will give you a detailed idea of what works and what doesn’t. Keep an eye on the same when you start out with Facebook ads.
LOOKALIKE AUDIENCES
One of the most effective paid targeting methods on Facebook is a lookalike audience. A lookalike audience is a targeting criterion where Facebook generates an audience of users similar to your current customers or audience.
This audience can be based on an email list, segments of your Facebook Pixel or any conversion goals you have set up. Facebook matches these users with Facebook profiles and then finds similarities in demographics, interests, behaviours, etc. Lastly, Facebook uses these findings to generate a list of similar Facebook users which you can target in your campaigns. Amazing, isn’t it?
SEGMENTATION IS KEY
Everyone would like and trust an advertisement that seems personal. This is the benefit of segmentation. Make sure that the creative imagery and copy are targeted to your audience. Instead of targeting an audience of 2,000,000 people, find a way to break them into smaller, more specific groups, and show them customised copy and graphics that will appeal to them. This is guaranteed to resonate more with the audience and lead to more conversions.
PATIENCE IS A VIRTUE
Don’t judge the performance of an ad on the 1st day. Usually, the ad which performs horribly on the 1st day may generate astonishing CTR if left running. So before evaluating the worth of a Facebook campaign let it run for at least a week. There are days when users are more active and depending on your market, it may vary. Keep experimenting in order to get the best results. Mistakes happen, but if you learn from them, you will create more successful ads in the fut
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