Facebook Ad Best Practices: 6 Advertising Tips for a Successful Campaign
Facebook ads aren’t dead. It has 2.89 billion monthly active users, and for ads specifically, there has been a revenue increase of 56% since last year, and this figure is only growing. The platform holds for over a quarter of all online spending on ads, which places it above Amazon ads.
But, starting a Facebook ad can feel confusing, which is why we have gathered our 6 tips in 3 easy sections: the basics, the actual ad and further advice. Let’s get started…
The Ad Basics
1) Knowing Your Facebook Audiences
Before you start your Facebook ad campaign, you need to know who you are targeting. This means knowing who your audience is and what they are looking for. You can get this information from researching your current customers, competitors, and your Facebook ads audience insights.
The platform will give you options for a core audience, custom audience, and lookalike audiences. It will ask you to target locations, connections, behaviour, interests and demographics like gender and age etc.
2) Finding an Appropriate Budget
One of the biggest mistakes people make is setting a massive ad budget that is not realistic. You need to know the details of who you are targeting first to have a successful campaign, and then niche your audience down so you aren’t being too general.
So, how much should your advertising on Facebook cost?
Your ideal budget depends on your marketing objectives, the size of your business and what your maximum spend is. You don’t want to burn through your whole budget, and you don’t want to spend hardly anything after you have thoroughly researched your audience and made your engaging creatives.
So, use an excel sheet to work out your maximum spending to acquire new customers, and then make sure you also add in what you could afford to lose if the first ads don’t go as well as you planned while you are figuring out your audience.
The Physical Ad
3) Communicating a Clear Message
Your Facebook ad copy should be clear, concise and adhere to a good copy to creative ratio. Even though Facebook will now accept images with more text than their 20% ratio rule, you will be paying more for more text and Facebook will limit your reach.
The ad messaging also should not be deceptive in any way. Don’t buy into this click-bait method as you will annoy your customers and you could even get penalised by Facebook too. Instead, make sure your message is clear and concise and don’t forget to always check your spelling.
4) Setting a Facebook Call to Action
The best Facebook ads have great ‘Call to Actions’ for their customers. The default for Facebook CTAs is ‘Learn More’, but you need to review this to see if this action will help your campaign.
Any online ads have the potential to come off as spam thanks to their showy predecessors that demand people to ‘Act Now’. To avoid this, you can gently encourage them to engage with your brand through a well-chosen Call to Action. Every customer sits at a different point on your customer journey, and not everyone will click on a buy a ‘Shop Now’ CTA for your launch of brand-new motorcycle jackets. Instead, use an action like ‘Learn More’ or ‘Open Link’, and make sure this action aligns with your campaign objective.
Further Ad Tips
5)Experimenting and Facebook Ad Testing
Your ad needs constant monitoring to get conversions of leads to customers. A/B testing on Facebook ads lets you alter parts of your Facebook Ad, so you can compare 2 ad campaigns with different lengths on captions or change the Call to Action. Don’t be afraid to experiment. Facebook video ads, for example, have been reported as having 95% of the brand messaging being retained by people compared to text-only ads. Just remember to test one variable at a time though to understand what your audience is reacting with to support your further marketing campaigns.
6) Retargeting and Converting Leads
People need to see brands repeatably to decide if they want to buy from them. You can use this to your advantage by retargeting ads to people who have already engaged with your business. Facebook Pixel, for example, lets you monitor your current audience, and it creates a custom audience from the people who have visited your website by placing a piece of code on your website to track your traffic and advertise directly to them. You can also retarget using Facebook SDK as a developer or your CRM system.
Re-targeted Facebook ads are a great way to increase conversions from leads to sales and help you gently get someone on a customer journey with your brand. A good figure would be to use the last 30 days of data to target your site visitors with your Facebook ads.
Creating a Facebook ad campaign is a high-engaging way to target your ideal audience and convert people to sales. It’s no wonder why 93% of social media marketers use Facebook adverts.
Now that you've set up your Facebook campaigns correctly, the next step is to monitor and fine-tune them. And for that, you need to measure them. Continue reading our article on How to Measure Your Social Media Campaigns.
If you need support with your social media marketing or further advice on the dos and don’ts of Facebook advertising, contact us at Motorcycle Marketing through our contact page.
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