July 15

Do’s & Don’ts of Facebook Ads

Facebook ads, the product of Meta Business Suite, have the potential to be a very effective weapon in your marketing toolbox. After all, Facebook continues to be one of the most cost-effective advertising platform with a global user base of 2.7 billion active monthly users.

Targeting capacity on Facebook ads is unmatched. There is a Facebook advertisement type for whatever you want your clients to do, like making a purchase, visiting your website, or installing an app. You can always locate the audience you want to reach on Facebook, regardless of the type. Facebook may help businesses increase brand recognition, draw in new clients, and turn viewers into paying customers when utilized appropriately.
However, learning how to use Facebook advertisements works on trial and error method.

1. Do Targeting Carefully

Facebook advertising efforts are built around audience targeting. The success of your campaign will depend on who sees your Facebook advertising. Don’t base your advertising strategies on presumption. Instead, use Facebook’s targeting features to target a more specific group of people.

2. Don’t Target Too Big & Random Audience

You will end up paying for advertising to be sent to people who are not even interested in your brand if you target a wide audience base. In an effort to increase the likelihood that your advertising will be seen by a large number of people, you run the danger of fast exhausting your budget. It’s critical to comprehend who is most likely to respond to your advertisement in order to target the appropriate consumer group. When targeting, be as specific as you can. Gaining a 360-degree perspective of your target market can help you better understand which targeting alternatives will enable you to achieve the objectives of your advertising campaign.

3. Do Nurture Your Current Customer Base

You can’t fully ignore certain of your viewers after they’ve been won over by competitors. It will be less expensive to target these current clients rather than a new audience. Encourage these clients to buy something else so that they will promote your business. When compared to someone who has never heard of your shop, it will be easier to persuade someone who already believes in your brand to make a purchase.

To reach the audiences who will be interested in your Facebook ad, use these two targeting strategies.

  • By adding a customer list to Facebook Custom Audience, you may target your current customers.
  • Create a lookalike audience to find new consumers that are comparable to your current clients.

4. Don’t Overlap Your Targeted Audience

You must be careful to avoid audience targeting overlap if you are running many ad campaigns at once. As a result of your advertising competing with one another, you will spend more money and get worse results.

5. Do A/B Testing

A/B testing, commonly referred to as split testing, is the process of comparing two versions of your ads to discover which one generates the most hits, likes, and a high return on investment. To prevent ad fatigue in your audience, you should think about modifying your advertising strategy sometimes, even if it is succeeding.

You simply need to alter one of these aspects at a time if you need to identify the best-performing components. During A/B testing, you may create an entirely new advertisement by changing all of the ad components. Then, you won’t be able to determine which factor is having a greater effect on the effectiveness of your advertisement.

You would be shocked at how much you can learn from a straightforward test once you start running A/B testing. You can improve the ideal ad for your campaign the more times you test and attempt your Facebook advertising.

6. Don’t Blow Ad Budget

One of the finest methods to attract new company with a reasonable budget is through Facebook advertisements. Facebook advertising’ low cost (you can spend as little as $5 a day) makes them an appealing alternative for even small business owners.

Start off modestly if you’ve never used Facebook advertisements before. Before you expand your budget, start small and experiment to see what works. If your advertisements don’t work the first time, you could be tempted to spend a little more money before finding the real source of the issue.

Select a bid amount that is in the middle so that your rivals can’t outbid you. You may gradually boost your advertising budget as your advertisements begin to provide fruitful results. Stop running your advertisements if they’re not working well. Before you begin rerunning them, take care of the problem.

7. Do Create Clear CTAs

Your CTAs must be straightforward enough for a reader to understand in just a few seconds because you don’t have the luxury of their time.
In fact, employ numerous CTAs rather than just one. Avoid saving your CTA till the conclusion of the ad as some people do or your viewers won’t respond to the ad quickly enough.

The likelihood is that your advertisement and its content are relevant to a bigger audience than you initially thought if you are marketing many goods and services in the same advertisement.

For instance, if you own a B2B business, you would want to encourage users to download your app and advertise one of your goods. So, in addition to the CTA for signing up, you can also include a link to one of your landing pages that provides additional details about your organization or your product.

Of course you want people to download your app, but you also have to accept the reality that not everyone in your target market will really subscribe (even if you are offering them a free trial.) It will be much simpler for you to persuade them to subscribe if you can convince them to visit your website with an easy call to action, such “read more.”

8. Don’t Forget Mobile Audience

Mobile advertising accounts for 84 percent of Facebook’s overall advertising revenue. Both the appearance and the method in which your users engage with Facebook advertising differ across desktop and mobile.

As a result, you simply cannot afford to adhere only to desktop design while ignoring such a sizable portion of the audience. You never know when these mobile users will be in charge of the majority of the views on your ads.

To improve your chances of generating click-through and conversions, think about creating distinct adverts for visitors on desktop computers and mobile devices. When determining where to position adverts, consider the placement of the mobile news feed. When making your adverts mobile-friendly, make sure the landing pages for users are similarly prepared for mobile viewing (like your website, landing pages, offer pages, etc.)

9. Do Track Your Analytics

Once you’ve tested out a few of your Facebook advertisements, you can clearly define your campaign’s objectives, such as conversions, reach, shares, and likes, and regularly check your progress. You should maintain a tight eye on your Facebook advertising manager when you are running advertisements. A powerful tool for measuring crucial data, such as CTR, CPM, CPC, impressions, reach, etc. is Facebook Ads Manager.

You definitely don’t want to become bogged down in the specifics of a marketing campaign that you forget about important objectives like what you’re attempting to accomplish with your target audience. Concentrate on achieving as many objectives as you can on the smallest possible budget.

Make careful to record your findings, whether your advertising campaigns are a success or a failure. By doing this, you may maintain your progress over time and keep in mind the things you have tested in the past. Track the appropriate metrics that are in line with your campaign’s objectives, then compile your findings.

10.  Don’t Expect Immediate Results

Anything worthwhile requires time, and Facebook advertising are no exception. Facebook employs algorithms, much like every other social media network, to learn, adjust, and provide the greatest outcome for your campaign.

Facebook optimizes your campaign for the aim you choose when you start an ad campaign and when you choose a target audience. The people who are most likely to perform the required action will see your adverts on Facebook.

Facebook conducts early trials and displays your advertising to a variety of people inside your target group in order to accomplish this successfully. Facebook determines who is most likely to do the desired action in this way. Once you have produced 50 optimization events, the Facebook Ads Learning Phase, as it is known, will come to a close.

Facebook continues to collect data and improve your ad campaign even after the learning period is over. Facebook can more easily optimize your ad campaigns the longer they are running and the more optimization events they produce. This results in lower cost per optimization event and more consistent outcomes.

It is better to give your campaign 24 to 48 hours to run before determining whether any revisions are necessary. The marketing team at Facebook recommends waiting 14 days before making any big adjustments to your ad campaign.

 Join our next Podcast at Designer Discussions to know more. 


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