If you are like our digital marketing team, you have either run Facebook ads in the past or are currently running these. There is a possibility that you might have had some amazing campaigns, while you may want some of the campaigns (and spend) back as well. No doubt, there are various marketing and advertising options to choose from. How would you determine which one is perfect for your business, help you reach your targeted audience, and give you the best return on your investment?
Even though Facebook has changed a lot in the past few months, it is still one of the best places to do advertisements for your business. Ads are usually very affordable, and you get the opportunity to capture the attention of your “ideal” customers as well. Around 1.93 billion people throughout the globe use Facebook, and this indicates that you will certainly reach the audience you are targeting. If you haven’t tried advertising on Facebook before, it may seem a bit challenging to you. However, the reality is the other way around. Approximately more than 3 million businesses are actively advertising for their business on Facebook currently! Having said that, all of these 3 million advertisers have not been successful in advertising. A lot of them have failed to even understand their target audience, and therefore, they have not been able to target them properly.
Following are some of the options that you can choose, but remember that your choice will depend upon your target audience. All of them have different purposes. Therefore, you need to take into account your ideal customers before opting for any of these:
Combination of Content Marketing & Facebook Ads. A lot of companies out there make the mistake of capturing warm leads through ads that are designed to convert them into paying customers. If you understand how it works, you will certainly know that a warm lead is not yet prepared to buy from you. Rather than converting them with straight sales offers, you first need to give them value with helpful content that solves their queries and issues. It is required to be interesting, precise, and useful. Have patience. You will ultimately turn these warm leads into customers.
Incorporate Video Ads. Video ads are perfect for you if you are new to Facebook ads and wish to try various options to check what is best for you. Not just that, but it is also great for you if you are already running ads and want to try new things instead of all traditional things that are not providing the results you were hoping for. Along with being the most favorite of people, videos also have one of the lowest effective costs per click (eCPC) in contrast to other ad types. In fact, as per Adobe, shoppers who watch videos are 1.81 times more interested in purchasing in comparison to non-video viewers.
Utilize Facebook Mobile Ads. Before we can take any further steps, it is important to ensure that your website design and landing page are well optimized for mobile viewing. This will make it easier for users to view your website, no matter which device they are using. In case your website is not optimized for it, there is no use for mobile ads. Even though around that 94% of the advertising revenue of Facebook comes from mobile, you will be wasting all of your money spent on mobile ads if you direct your prospective customers to a website that further makes things complex and frustrating for them. When you are making use of Facebook for your business, it is vital to link your HubSpot account with your social media so that you can get easy-to-read reports and enjoy convenient scheduling.
On this topic, Anastasia Enikeeva from Effective Marketing & Design, a digital marketing company located in Miami, shared her experience: “I have managed more than hundreds of successful client ad campaigns, and all of them regard success differently. Taking into account the traditional standards, I evaluate a successful campaign on:
- A Low CPR – Cost Per Result – and prefer to keep it $0.10 or lower
- An approach of brand strategy which may include local reach campaigns, video content, and static content
- A continuous monthly call now campaign(s) and website traffic, an average of more than 1M impressions, 20k+ clicks (locally inside a 25-mile radius)
Not long ago, we ran a campaign in order to test and evaluate a series of ad elements, including the use of icons in text, captions in ads, as well as images vs. video format. On Facebook, we started a series of video assets and put out a focus on AMP in order to test the ideal approach to make use of video content on social media while driving conversions. We figured out and evaluated that videos are more effective in driving better performance against conversion metrics. Not only that, but the addition of captions in the video and icons in the text, both led to more efficient leads and higher rates of conversion.”
When forming your Facebook ad strategy, it is essential to understand your target audience in a better manner. If you don’t know who your target audience is, all of the new tricks and fancy strategies will become abortive. Invest your time learning about your ideal customers, understanding who they are, what they tend to do, and what they really desire. Once you know where your ideal customers stand in their buying journey, you can then easily lead them to buy your product. The way Facebook works might have changed now, but the importance of you learning about your potential customers will never change.