The goal of every social media marketer is to look for cost-effective ways to reach their target audience on Facebook. However, many do not get to yield positive results simply because they do not know how to leverage Facebook Ads to their advantage. There are many business owners who have given up on marketing through the platform because it got them nowhere despite spending thousands. The organic reach of their social media campaigns is down and it did not deliver the results they were hoping for.
There's an ocean of prospects and potential clients you can reach through Facebook and that's not going to change. With 1.86 billion monthly active users, your campaigns are bound to reach your target demographic. See, the problem here is not Facebook. It's your Facebook marketing strategy. To be specific, it's the way you run your ads on Facebook.
So, how can you avoid making more mistakes when running social media campaigns? What kind of strategies should be in place to dramatically improve your results?
In this article, we'll be sharing effective tips to create amazing ads on Facebook that will not only encourage engagement and prompt your audience to make a purchase, but also help you avoid the common pitfalls that cause social media campaigns to fail.
5 Tips to Creating an Unbeatable Facebook Campaign
1. Come Up With Unique Designs
Did you know that even the biggest digital marketing agencies don't just stick to one design when they run campaigns on Facebook? They come up with at least 3-4 designs for testing and to determine what concept will get the most engagement from their audience. Even if you have been advertising on Facebook for a long time, it's always best to test out multiple designs first. Don't just come up with a single idea and expect it to produce immediate results.
Have you ever heard of Facebook's split testing? It lets you test different versions of your ads to help you improve and publish better campaigns in the future. When Facebook creates a split test on the platform, it divides your audience by ad sets and you get to see which concept will perform better.
Source: Facebook Business
For example, if you have a different image, headline or caption that you want to experiment with, you can use the split testing feature to get more conclusive results. This is best when you want to test a single variable and have different creatives for each. Please take note that your audience should be large enough to support your test. You shouldn't use the same audience if you have any other Facebook campaigns running at the same time. Overlapping may result in delivery problems and you will get a corrupt test result.
2. Have Various Social Media Personas
The reason why brands adapt different social media personas online is for them to cater to their diverse audience. It's unfortunate that many brands fail to see the value of buyer personas and content personalization. They make the mistake of relying on one-size-fits-all marketing. They display the same content and appeal to a wide range of visitors simultaneously. They produce content for the mass with the hopes that someone will connect with their message. Wouldn’t it be nice to tailor the content based on their interests and shopping habits for improved conversions?
Furthermore, consumers are likely to believe a brand if they resonate with the company. As a matter of fact, 78% of consumers think that companies who deliver personalized content are far more reliable than those who do not. Consumers expect to be treated as individuals that have preferences. They do not want bombarded with information that are irrelevant to them.
There are tons of particularly useful tools available online that you can use to get more information about your audience. There’s no better source than directly asking your audience through surveys. Web application forms like SurveyMonkey can help. It’s free, easy to use and simple to understand. However, collating social data together will have to be done manually and that doesn’t maximize your time and efforts if you choose to use surveys. Here’s a better alternative: find a social media analytics tool.
3. Leverage Social Proof
What is social proof and why does it play a crucial role in improving your Facebook marketing strategy?
Social proof is a marketing tactic brands use to ease the minds of worried customers. It could also refer to circumstances wherein the action of others is assumed the correct behavior for a given situation. Here are a few examples of social proof:
- When you're checking a testimonial page and you see a comment from one of the experts in your industry, that's social proof.
- When you're browsing the prices of a certain product or service and you see a corporate giant that has already tried it, that's social proof.
It's essentially testimonials from third-party sources.
One of the reasons why people resist or hesitate to buy is because they’re afraid of making the wrong purchasing decisions. Having a positive social proof can reduce that fear. Get testimonials from known personalities. It could be from popular influencers or industry experts. They could also be celebrities who advocate for your brand. By using social proof in the form of reviews and trust icons, you’re not only helping your customers make a decision, but you also help them feel confident about their choices.
4. Integrate Call-to-Action
Call-to-action or CTA prompts your audience to take specific action that benefits your business. When creating campaigns on Facebook, you need come up with a compelling concept that will entice people to click your ad. You want people to consume your content and eventually consume the real product. So, how can brands integrate call-to-action on Facebook Ads?
First, you need to define your campaign objective. You can choose from the following options: Brand Awareness, Reach, Traffic, App Installs, Lead Generation, Conversions, Product Catalog Sales, Video Views and Store Visits.
Source: Facebook Business
Next, select "Add a website URL" in order to enable call-to-action on Facebook Ads Manager and choose from the options available in the drop-down menu. Let's say you want to get more people to download your application more, you'll have to select "App Installs" objective. It's as simple as that.
5. Know Correct Ad Placements
Every time you create a campaign on Facebook, you will be asked where you want your ads to appear. You have these options:
- Facebook desktop news feed
- Facebook mobile news feed
- Facebook right column
Source: Advertise Mint
There are two methods of choosing your ad placements on Facebook. You can allow Facebook to automatically select the recommended placement. You can do it manually if you would like to. It's really up to you where you want your ads to appear.
If you want to generate more sales and leads, go for the desktop news feed. If you are looking to increase engagement and app installs, mobile news feed on Facebook is the way to go. Mobile ads cost cheaper and there’s a higher likelihood people will see your ad. It’s easier on the eyes, too. Just be careful in choosing your ad placements since they can also make or break a campaign.