Worried about wasting away excess funds in an Ad campaign? Looking for tips to run a successful Facebook Advertising campaign? Rest assured as you are not the only one.
According to Social Media Examiner’s 2017 Social Media Industry Report, 93% of social media marketers use Facebook Advertising for their brands and getting it right has resulted in the best ROI (return on investment) for them. With the stakes really high, it is correct to say that the pressure to make your Facebook Ad a success is immense.
It is easy to deviate from the standard route and lose funds in a Facebook Ad campaign. To avoid this deviation, you should be clear of a few important details – the brand’s vision, motto and image, if you are advertising the brand or its products on Facebook and the reason why the Ad is being made live i.e. the objective of the campaign.
The Ad’s features should also be taken into consideration. Prior to running an Ad on Facebook, do conduct a detailed research on basic attributes such as the target audience, the current audience visiting the brand’s Facebook page, the ad budget vs its duration, the 20% text parameter for images and videos, the landing page as well as The Facebook Pixel.
Want help in getting the game rolling for a successful Facebook Ad?
Here are 5 tips for a successful Facebook Advertising campaign.
1.Choose the right Facebook Ad objective
Being confident of your Facebook Ad objective kills 90% of your doubts. Your Ad objective is your preferred audience response to the Ad, which can be clicking on the link shared, filling up a form or shopping for the product/service mentioned. Therefore, the Ad objective plays a key role in reaching your Ad campaign goals and can easily determine the success or failure of the said campaign.
Here’s an example for better understanding, wherein a brand’s Ad campaign goal is to sell 100 concert tickets within the duration of 1 week. The Ad objective here would be to share information about the concert and lead the audience to a landing page where they can purchase the tickets immediately. The absence of the link to the landing page will disrupt the process of achieving the Ad campaign goal.
You also need to understand in depth the algorithm behind the success of a Facebook Ad objective. Let’s categorize this into 3 parts – Awareness, Consideration and Conversion. Each of them holds their own importance in the process of creating a successful Facebook Ad campaign.
- Awareness of a new brand, product or service amongst its target audience is most important. The correct mix of Branding and selected Target Audience will definitely establish your brand and improve its visibility on social media.
- Consideration of the previously viewed Ad in the minds of the selected target audience will lead to ad traffic, engagement, app downloads, video views, lead generations and messages, depending on the ad objective. In simple words, you encourage your audience to engage with your brand/service through a medium which you select in this section.
- Conversion is the ultimate goal of your Facebook Advertisement campaign. This can either be online – a product or service sale, or offline – store visits.
2. Dig deeper into the Audience Insight tool
Facebook Audience Insights is a boon for advertisers who want to dig deeper into their social media audience and know more about the current brand’s fan following. Initially, you have to choose an audience to start with.
With the help of the Facebook Power Editor and Ad creation tools that boast of offering various specific filters for brands, such as the target audience’s age, gender, location, likes and interests, you can target specifically before you allocate budget for the campaign. Creating a customized audience group which suits your brand best is much recommended for the success of your Facebook Advertising campaign. You need to play with these metrics and create your audience and see what best suits your campaign. At the bottom of in the page, you will see the category “people connected to”, you need to put the name of your page for which you want to run the ad. By clicking on the advanced search you can further filter it with language, behaviour education and many more.
Sharing the example of a brand conducting a beauty based workshop in Tier 1 cities in India, they can advertise on Facebook with a customized target audience by choosing female viewers living in Tier 1 cities in India, between the age of 18 to 40 years, who have shown an interest in beauty products and related categories.
The interests & likings of the audience matters and you can play with these metrics to create the best-customized version for your campaign.
3. Don’t forget Facebook Pixel
A successful Facebook Advertising campaign is one which has reached its end goal, which in most cases is a sales conversion. Convincing your audience to respond to your Ad in your preferred manner is a tough task and should be applauded if successful. Tracking such conversions is extremely necessary, to check how successful was your Ad as well as to record audience data for future campaigns.
Facebook Pixel has become an extremely popular tool amongst advertisers in recent times. The tool makes it extremely easy for its users to track conversions from their website and is much recommended to smooth out the tracking process. A code which attaches itself to your website, Facebook Pixel gives you the opportunity to run a Facebook re-marketing campaign, wherein you can reach people who have already visited your website but not made the conversion. It also helps create a lookalike audience and optimizes your Ad campaign. An important part of any Facebook advertising campaign, Facebook Pixel makes work easy for a social media advertiser, tracking across mobile phones, tablets and desktop computers for you. To learn further about Facebook pixel you can click here.
4. Split Test one Ad element at a time
In any Facebook Advertising campaign, there is a need to check if your Ad is performing well. Facebook Split Testing is one such interesting Ad feature that is part of the formula mix that helps you make your Facebook Ad campaign a success.
Facebook’s Split Test feature allows you to create multiple scenarios for the same Ad with alternate customized elements, helping you test various waters to determine which Ad element will be successful for your brand in the current scenario.
For example, for a single Facebook Ad, you can create two different sets of anyone Ad element you want to compare, such as your selected audience, your Ad creative or your Ad placement. Once you receive the data from Facebook, you can accordingly create an Ad that is best suitable for your brand.
The trick here is to target one element at a time to check which aspect has performed better than the other. You can start with one variable and then measure which ad is performing better and later test another element of it by making new ad copies. Facebook runs this test for 3 to 14 days but you can end this before your set time if you have an advert set performing better out of your split test.
5. Select the right Ad format
For your Facebook Advertising campaign, you can choose from 5 different types of Facebook Ad Formats –
- Single Image
- Single Video
- Slide Shows
- CollectionFor brands who want to display their range of products on Facebook, the Carousel, Slide Show and Collection Ads work best. For each Facebook Ad format, the image specifications and the Ad copy limit will be different and therefore, research is recommended before choosing a format which suits your Ad best. You can also select which Ad format to choose basis the location where the Ad will appear, such as a mobile phone, desktop computer, tablet, Instagram and so on. Choose the best format with the correct heading and call-to-action button, as this will push your audience to conversion. Click here to learn about Facebook ad guides.
Which of the following tips have you applied to your Facebook Advertising campaign?