7 tips for successful Facebook advertising
To perform successful advertising on Facebook, you need to gain more knowledge and use the best practices. Here are our 7 best tips!
Facebook is one of the digital platforms with the most valuable data on its users, worldwide. Facebook knows things about you that very few others know. Such as where you shop and where you live, as well as other data that can be very useful if you use it properly. Therefore, it is necessary to carry out digital advertising on Facebook.
The volume of opportunities available on Facebook is one of many benefits of creating ads that are displayed to their users. According to Forbes, Facebook advertising has some of the fastest results and the potential for a massive number of conversions when done right. Social media is one of the most affordable places to advertise. You can reach thousands of people at the same time, for a low budget. This is one of the main reasons why you should advertise on Facebook. This can also mean better ROI both long term and short term. In addition to that, you can also use Facebook to increase referrals and establish brand awareness.
According to Ipsos, 3 477 000 people have a Facebook profile in Norway, which makes up 83% of Norway's population. Statistics show that most people who have a profile visit daily. This is one of the reasons why businesses should advertise on Facebook. Information that people have freely posted on Facebook can be used for targeted ads. It allows you to run specific advertising to your target audience.
One of the main reasons you should advertise on Facebook is that you can reach thousands of people at the same time, for an affordable budget.
Because of this, Facebook is an ideal place to start advertising, but many end up wasting both money and resources. In many cases, due to a lack of understanding or a flawed strategy. To run successful advertising on Facebook, you need to gain more knowledge and use the best practices.
Here are 7 tips for successful advertising on Facebook:
1. Clear Goals
Almost all of Norway's population is on Facebook, including your target audience. But that doesn't mean that just posting on Facebook is enough to convert users to customers. You need to run Facebook ads and they must be successful to generate sales. To do that, you need to figure out what the goal of the ad is. Is it to gain more followers? More sales? More engagement?
Setting goals is crucial and makes it easier to measure results and evaluate if your ad is heading in the right direction. Start at the end, with your main goal. This goal helps visualize where you are going to end up. But if you only set one main goal, it can be difficult to measure the outcome of it in the short term. Therefore, the goal must be broken down into objectives. This way you can analyze data and potentially change strategy along the way. Using this method allows you to evaluate your campaign daily, and will, therefore, quickly identify errors in the strategy so that you can correct them earlier.
You want to increase your sales and set a target of 40,000 units sold by 2020. Break down the target to monthly units, which in this case will be 3,333 units sold per month. Then you can break it down even further and look at the daily, which here equals 111 per day. 111 per day can in many cases seem more achievable than looking at a total of 40,000.
2. Test everything
It will be almost impossible to create a perfect ad on the first try. Therefore, A/B testing is necessary to perform successful advertising on Facebook. A well-planned test can make a big difference in the effectiveness of your marketing efforts. Narrowing in the most effective elements of a campaign, and then combining them, can make your marketing efforts more profitable and successful.
The A/B test exposes the target audience to two slightly different variations of the same ad. The test is used to find the most effective element that can be combined into the optimal ad. For example, it may be the same text, but two different images.
The A/B test is a process and it is common for several tests to be carried out before deciding on an ad or the last adjustment. Before you start testing, you should have a clear idea of which results you are looking for. You want to test alternatives A and B against each other and see which ad performs better in the test, but also whether they perform better than the results you already have.
The tests must be done simultaneously to take into account any variations in timing. Therefore, you cannot test one variation today and another one tomorrow. Instead, you need to divide the traffic that looks at the variations at the same time. By using A/B testing you can find out exactly which marketing strategies work best for your business or product.
It's hard to know which ads will perform best before testing them. When it comes to testing, your personal opinion doesn't have much to say. Here, assumptions er not allowed - test everything.
3. Target sales
Clicks and social engagement is important, but what matters is how much you earn, not how many people share your ad. If you get many clicks on an ad, it's easy to believe that it "works well". But clicks do not necessarily mean that your ad is helping you towards the goal you set (unless the only goal is to get clicks). Many marketers think that because people engage with your company, that sales will follow, but this is not necessarily true.
The truth is that it doesn't matter if you get thousands of shares and clicks if it doesn’t generate any sales. Then something is not working. This is usually either your ad, your landing page, or your target audience. Whatever it is, stop the campaign and find the flaw.
Clicks and engagement are important, but only to a certain extent. You should always have a good record of your sales and see what works and get rid of what doesn't work. This way you will always have a reference point for your next campaign.
A potential customer can scroll right past the ad without reading it if the image does not capture their interest. To avoid losing valuable customers, choose a bright, clean, high-quality image. The best images are the ones that are relevant to your business as well as to your target audience.
The purpose of images is to capture interest and attention
Facebook prefers as little caption as possible. According to Facebook's algorithms, an image with a lot of text will reduce the quality and experience for the reader. Therefore, Facebook will reduce the reach of your ad if it has too much caption. The caption includes all text written over the image, text-based logos and watermarks over the ad image.
To have as little caption as possible, it is recommended to have most of the text inside text boxes. To reduce the amount of caption, you can also reduce the font size, use fewer words, or keep the text to a limited area of the image. The rule is that the image should not consist of more than 20% text. The purpose of the image is to capture interest and attention, not deliver a message. Take advantage of this in your ad.
One tool that gives even better results is video. A video can provide even more information than an image. According to Facebook, users tend to watch videos 5x longer than they look at photos in the news feed. With Facebook's autoplay feature, you could catch the attention of someone who would usually have passed the ad. The video should not be audio dependent as numbers show that 85% of Facebook videos are watched without audio. The average user likes to watch videos on their mobile when they are out in public, and they do not want to disturb others with loud audio from their mobile. If you want to create video ads for Facebook, they should be optimized to be silent.
The most successful ads include either an image or a video, and whichever you choose, the image or video must be bright, have clear colors, and show clear faces. The human brain is designed to recognize faces. Including a face will make your ad catch the interest of the user faster. If they also use your product, it is even more relatable.
A well-defined target audience is crucial for all digital marketing. Without a clear picture of potential customers, you don't know who your ad should be targeting. If you have done a good job of mapping the personalia and demographics of your customers, you can create very effective ads with Facebook. By defining the ads according to different segments, Facebook knows exactly who the ad will reach.
Useful segments may be:
- Other demographics
There are many different types of Facebook ads and different targeting combinations. Depending on your campaign goals, you have many options to choose from.
The three most basic options you have for finding your target audience are:
- Everyone on Facebook
- People who like your page
- A custom audience
If you already have a lot of likes on your page and want to turn followers into customers, you can choose those who already like your page as your target audience. It ensures that those you advertise to are familiar with your business and are interested in what you sell.
If you do not have as many followers but have a customer list from before, a custom audience will be a good option. You can upload your customer list directly to Facebook, and Facebook will then generate an audience based on users similar to your customer list.
If you don't have a lot of followers or a customer list, start by building an audience from scratch, using the "everyone on Facebook" option. This is a common problem for many startups and smaller businesses. Narrowing a good audience out of the “everyone on Facebook” option can be daunting, but Facebook audience insights are a great tool to help you.
The Facebook audience is one of the best tools available - use it! It allows you to understand potential audiences. Once you've defined your target audience's demographics, interests, and behaviors, you can use the tool further to analyze your audience at a deeper level. Then you will be able to see if the target audience is right for your campaign.
You'll learn about specific audiences before creating an ad. Available data gives you exact insights into who your audience is, based on people who already like your site. It saves you both time and money and lets you focus on the quality of your ad. This makes your campaign more profitable, but also allows users to see more relevant content and improve the user experience on Facebook. Understanding how to use Facebook audience insights will help you create better content for your target audience and prevent you from spending resources on the wrong audience.
6. Use landing pages
Landing pages are one of the most underrated marketing strategies for lead campaigns. Landing pages are a must for successful Facebook advertising. A landing page is a website that aims to get visitors to post information, often through a form. It allows you to convert more visitors into leads while gathering information about your target audience.
So how can you get users to click on the landing page? If your ad is enticing in itself, it can be done by a call-to-action such as "learn more" or a special offer to get users to decide whether it's worth leaving information. By offering something of value to your audience, you will have a greater chance of converting visitors to leads. If these are not conversions, you still have valuable information about the audience. When users post information, they are more likely to be qualified leads. They have expressed an interest in your product or service and want to learn more.
Landing page usage will allow you to maximize Facebook advertising by educating visitors before asking them to buy. Sending visitors to a product page or website will most likely be a waste of money. Remember, give value to get value!
A Facebook ad is not effective without a clear goal. You will not reach your goal without a clear call to action (CTA). Call to action is about what you want the user to do after seeing the ad. A call to action encourages this action and should answer: What does the user gain from a relationship with your company? What does the customer need to do to achieve this? A good CTA has a clear and precise message.
7. Customer lifetime value (CLV)
Customer lifetime value (CLV) is more important than many people think. Focusing on making quick money, many people forget to have a long-term plan for Facebook advertising. Thus, they miss out on great opportunities. One of the biggest reasons people fail at advertising on Facebook is that they do not consider CLV when planning the strategy. If you calculate CLV and build your campaign around it you will have an even greater benefit from advertising on Facebook.
CLV is the financial value a customer is projected to spend on your business during the period of their relationship. It's an important metric, and the way you approach it can both define your business as a whole and vary greatly depending on what you're trying to accomplish. CLV is a measure of how valuable a customer is to your business over time. Not all customers are equally valuable. It costs less to retain existing customers than it costs to find new ones. Keeping CLV high can, therefore, be crucial to the success of your business. The higher CLV you have, the more loyal customers you have.
The most basic way to calculate the CLV is:
(Annual income per customer * customer relationship in years) - the cost of acquiring the customer
If a company earns 30,000,- NOK a year per customer, where the average life span is 10 years, and the cost of acquiring a customer is 50,000,- NOK.
Then the calculation will look like this: (30,000, - * 10) - 50,000, - = 250,000,- NOK.
Although the acquisition cost gives you the impression that you are losing money, you will be left with a profit in the long term.
Creating a good Facebook ad is all about understanding the platform and taking advantage of the features you have available. You must learn the platform before you can begin advertising. I hope these tips help you on your way to a more successful Facebook advertising. Best of luck!