If you are considering advertising in Facebook but clueless as to how to run a successful campaign, the following essentials should get you off to a sensational start:
One of the most common mistakes business owners commit is not targeting users accurately.
When it comes to targeting options, there’s no denying Facebook offers unmatched options.
In fact, it is only on Facebook that you can target users by:
Pro Tip: Utilize Facebook Connect as a sign up option for users that visit your site so when they connect, you would be able to analyze their interests. If you index these interests against the fan numbers found on the respective Facebook pages, you’ll get access to high-affinity interests.
While everyone may not be aware of it, the image on the ad is its most significant part.
Even the most brilliant copy would prove useless if your ad’s image won’t be able to captivate your target audience and entice them to click.
In line with this, refrain from using images that are of low quality. Also, steer clear from generic stock images.
Pro Tip: Opt for images of people that are facing to the right. In most cases, users will look at the line of sight of the subject and will likely be able to read the text of your ad.
If enticed by your image, users will likely read your ad text next.
With that in mind, you need to make sure your ad copy is convincing enough so they’ll purchase your products or services.
Despite the limitations (25 characters for the headline and 90 characters for the body text), you can still create potent and effective ad copies using the AIDA copywriting formula.
(A)ttention – create an attention-grabbing headline.
(I)nterest – capture the user’s interest by giving a brief description of the product’s most significant benefits.
(D)esire – stir instant desire in your products or services with a limited offer, free trial, or discount.
(A)ction – ensure you end the ad with a call to action.
Pro Tip: Come up with at least 5 to 10 ad copies until you are able to fit a short yet robust sales pitch in your ad.
Getting a click is just one part of the hurdle.
Keep in mind that you still need to convert those clicks into sales.
Another challenge you need to work on would be the creation of a targeted and high-converting landing page.
Assuming you already have an insight into the gender, age, interests, etc. of the user, you can easily direct them to a landing page that will solve their problems.
Pro Tip: Your landing page should also have an e-mail submit box or registration so that tracking conversion is a lot easier. If you want to entice visitors to sign up for your newsletter, offering a free gift would often do the trick.
To gauge the effectiveness of your campaign, you need to monitor its performance.
The most relevant metric you need to monitor is the click-through rate (CTR).
CTR affects the number of clicks you get and the amount you would need to pay for each click.
Pro Tip: Keep a close eye on CTR by ads and interests so you will be able to accurately gauge which audiences will work best and the ads that resonates with them.
There’s no debate as to Facebook’s dominance and power as a marketing channel.
However, there is so much you need to know to fully maximize the benefits it can offer as a marketing tool.