Advertising on Facebook allows you to reach a potential audience of a 100 million online users in India alone. The benefits of being able to filter out your active users do not need to be explained as compared to any search platform because users seeing your ads on Facebook are already engaged on the platform – pretty much similar to Ads on Gmail.
The levels of targeting by relevance is extremely high on Facebook because the website traps and filters the audience’s likes, dislikes, marital/relationship status, gender, location, religion and much much more!
Having executed in excess of 50 Facebook ad campaigns (for websites & FB Pages), here is a list of important things to keep in mind before and during your Facebook ad campaign –
1. Establish a concrete Goal
Every metric has its own weightage. Decide well in advance whether you need clicks, likes, websites visits, downloads, registrations or engagement. Make sure concrete objectives are in place even before a single $ is spent. Pre-execution Goals go a long way because you’ll always find primary objectives changing during the campaign duration. It is healthy to set a set of goals and ensure all are met to acceptable levels during review. Besides, pre-planning allows you to shift focus across multiple goals on the fly.
2. Give Facebook Offers a piece of the cake
Wouldn’t it be great to push certain offers tailored to Facebook users. Similar to Google offers via Adwords, you could try a free, on-the-spot giveaway to users incentivizing immediate engagement and “Likes”. Always start with a smaller test audience and then let the campaign tear up the speedway.
3. Always incorporate a clear Call-to-Action
Something any SEM specialist will tell you is that Google guidelines on call-to-actions are stringent. You do not face the same issues with Facebook though, over at Facebook it’s a free-for-all. Besides minimal content limitations, call-to-actions are pretty much a Facebook USP. Again, Engagement & Traffic are all about what to say and how you manage to lead users into your sphere of dominance.
4. Optimise your Facebook Ad Headline
Capitalization of every word is never enough. Writing compelling ad copy is second to none. Its true that images grab attention, but copy immerses users into continuing their actions that finally lead to your campaign achieving its objectives. Create engaging text which not only relates to your target audience, but also encourages them to participate
5. Add Images to your Facebook Ad
Only text is never enough. With that said, poorly developed images are never going to do the trick either. Ensure your images are larger and have a maximum of approximately 20% covered with text. Any more – and it looks too cluttered, any less – and you’ll have to make sure the image alone is descriptive enough
6. Update Your Cover Photo
The single, largest highlight of any Facebook page is the Cover Photo. Make it vibrant and eye-catching. Most importantly ensure the cover image is relevant and descriptive of your page, service & website. Keeping it updated to the season and recent events shows visitors that an effort has been made to keep the page live and active and that the content is current.
7. Make Facebook Posts Frequent & Consistent
Like any other Digital Marketing activity, I will always iterate & re-iterate that success is always about – Content, Content & more Content. Strategise your content way forward to ensure you do not hit any roadblocks down the line. Relate to current news, changing seasons and global events – political & sports to show users that you are in fact, human. Current and relevant information is very endearing to visitors and goes a long way in engagement and back-of-mind recall.
8. Testimonial Sharing Helps (really)
Testimonials are always a powerful tool to use online and on any property, and that rule continues on Facebook and all Social media. But, it’s always good to think of alternative delivery strategies when displaying testimonials on Facebook. Try and spice things up with richer media, photos, videos and animations.
9. Regularly Share Content created by Fans
Sharing user-generated content not only makes your fans feel better about themselves, but also increases the likelihood of their friends and contacts subscribing to their friend’s views. You should always encourage your fans to post content and comments as when they post comments/content, it is shown on their walls for many others to see. According to Facebook’s stats, an average Facebook user has an average of 15 (bare minimum) friends. So do the math, if you manage to get 20 unique users to post content on your page, it means your reach has achieved a minimum of 300 views…. all for not doing anything.
10. You Can Advertise Your Website instead of a Facebook Page
Instead of having to keep users on Facebook itself – which may serve higher social purposes or goals for the campaign, you can also lead clickers to your website where you can ‘entice’ them to carry out a multitude of actions – from registration to purchases – all without the barriers of having to deal FB code and app developments.
11. Hide Great Stuff behind the ‘Like Barrier’
Always look to increase interactivity and user actions. Providing a preview of delectable content virtually makes users click “Like” to see more. Exploit this user behaviour because there are no free lunches
12. Select a Facebook Bid Option that Suits You
Clicks, Impressions or Conversions? Easy, bidding options depend completely on your expertise in campaign management and objectives. Use Conversion bidding if you do not want to get into the painstaking process of managing your CPCs against your final cost per conversions. Use Impression bidding only if you’re interested in ad views and use CPC bidding if your goals are traffic generation or you’re experienced enough to strike that critical balance between Clicks and Conversions. Takes time and patience to figure out what best suits you, but it’s not rocket science, you’ll get it eventually.
13. Leverage Facebook’s Advanced Targeting Option to the Fullest!
Skim or penetrate, Broad or specific – the choice is yours to make. You can efficiently filter, re-filter and sub-filter the population on Facebook by Locations, Age, Gender, Interests, Connections, Behaviours and a host of other Demographic options such as relationship status & education. A huge advantage over other ad platforms to say the least.
14. Daily vs Lifetime Budgets
Budgeting is again as tricky as you make it out to be. Daily budgets are for the price conscious and attention-to-detail lovers. It can also be as simple as monthly budget divided by 30. Look at having a lifetime budget set if your campaign is more goal oriented, meaning, you wouldn’t mind if your campaign ended in half the time as long as the objectives have been achieved. But, for clients looking for scheduled adverts or daily achievement thresholds – daily budgeting would be the way to go.
15. Use Facebook Insights Like Analytics
Insights for Facebook is grossly under-developed for an ad platform, but instead seeks to provide basic performance metrics in terms of results for the money spent on Facebook. Experienced Google Analytics users shouldn’t have much of an issue using insights and lesser experienced users wouldn’t really take long to figure things out.