Brands on Facebook need to use both free and paid placements in order to get any traction. Organic reach on Facebook has been ratcheted down to all but zero. Meanwhile, Facebook ad opportunities abound.
Facebook is the most robust platform when it comes to social advertising. It offers a generally low cost-per-click and potential for a good return for dollars spent. That is, if you get it right.
Set the Right Objectives
When you set up your Facebook Ad, the first thing you’re asked to select is your marketing objective. The right answer depends on what you want your ad to achieve.
Target the Right People
Getting clicks from people who aren’t in your area or who can’t use your services is not helpful. You need to spend time to narrow the audience that will see your ad.
Before you create an ad, spend time to carefully define your target audience. The more you know, the better you can focus the reach of your ad.
- Custom audiences – Create your own targeted audiences
- Lookalike audiences – Facebook finds you new audiences that are like your existing contacts
- Interest-based targeting – Narrow your audience by interests
- Demographic-based targeting – Define your audiences by demographics such as age, location and gender.
Set a Reasonable Budget
The Facebook bidding process can be tricky. Facebook will offer a suggested budget. Go with that, and then adjust up or down based on your results.
This means paying attention to your ad performance and spend before the campaign ends. The right corrections can save you from getting poor results.
Facebook ads use images, video and text. The visuals are key to getting attention.If your image isn’t strong enough, people won’t click on your ad. for the best results:
- Use an original image rather than a stock image
- Be upbeat and positive
- Be visually interesting
Use the Right Words
Your visual will get attention. Your words need to sustain that interest. You want to compel people to take your desired action.
- Use words that speak to your audience
- Focus on what the audience needs
- Create a sense of need or urgency
- Keep it short
Include a call to action. What should the reader do next? Make it clear and easy. If you ask them to click, make sure that when they get to the next step there is a clear connection to the ad.
As soon as you begin to see your CTR fall as your frequency rises, then you’ll know it’s time to change up your ad.