Selling products or services using Facebook advertising works well, but it does require a certain skill set. Luckily for you, I have put together the six top tips on how to advertise using Facebook. If you are serious about running your own Facebook Ads then grab a cuppa and take 5 minutes out of your busy day to read this blog. Trust me, it will be the most valuable 5 minutes of your day, maybe even your week!
Are Facebook Ads Worth It?
A quick scroll of your own Facebook feed will answer this question, but just in case you weren’t sure… yes, yes they are! The era of reaching people easily via organic methods is long gone on Facebook. With the algorithm constantly changing, 2018 saw a sharp reduction in the content being shown from brands and businesses. Facebook quickly started favouring posts from families, friends and groups instead. This means that as a business owner, if you are wanting to reach customers, Facebook Ads are the most effective tool.
Let’s have a look in detail about how you should set up and structure your Facebook Ads account in order to generate the highest level of return possible
Know your audience
This applies to any marketing campaign really, but even more so for Facebook Ads. Before you even start to delve into setting up a Business Manager and Ad Account, it is important that you work out who you are wanting to target. What demographics and interests does your target audience have? By spending the time working out who are the most likely to become your customers, this will help to drive your profit further on down the line.
Facebook provide three main audiences for their ad targeting:
- Core Audiences: perfect for reaching potential new customers who don’t know that your brand exists yet.
- Custom Audiences: this is essentially remarketing but on Facebook (retargeting). It is all about engaging with users who are already interested in your products or services.
- Lookalike Audiences: this allows you to target people who have similar interests to your current audience.
Choose the right type of ad
Now there are lots of different Facebook ad types, so I won’t overwhelm you with them all. However, I have cherry-picked some of the most effective ad types that you should start with.
These are the simplest type of ad to create, and are fairly quick to put together too. Images are a great way to showcase your products or services – as long as you have a high quality visual and a catchy message to go with it. There are a few character counts to be aware of with image ads:
- Headline – 40 characters
- Link description – 30 characters
- Body text – 125 characters
The hardest part about image ads is uploading the correct size to Facebook! However you will get a warning if the image is too small, too large or unclear. You might just need to resize it in Photoshop before uploading it.
These are the most common ads you will see on Facebook, which is no surprise as they are also the best-performing. Carousel ads are a great way to show several different benefits of one product, or if you want to display lots of different products. You can add up to 10 images in total! Here are the character restrictions for Carousel ads:
- Headline – 40 characters
- Link description – 20 characters
- Body text – 125 characters
Dynamic Facebook Ads
These type of ads are automated, and show your products to people who have already shown interest in them. You will need to upload your product catalogue within your Facebook Business Manager account and set up your campaign. Facebook looks after the rest for you. Also, if your website is built on Shopify or WooCommerce you can integrate your product catalogue seamlessly, without having to manually upload it. A great time saver!
Set some realistic (and SMART) goals
Like with any marketing campaign, before you start you should really put some targets together. What exactly is it that you want from this Facebook Ad campaign. Is it website traffic? Highly qualified leads? A particular return on ad spend? That way you can work out from there the budget you need to allocate to Facebook Ads in order to achieve your goals. There are lots of ad calculator tools available (like this one) to help you optimise your Facebook ad spend so don’t worry if it gets confusing.
You also need to think about how you are going to reduce your average Cost Per Click for your Facebook ad campaign as this will help you generate more leads for your budget. Here are a few tricks to help you reduce the average CPC:
- Set an ad schedule so your ads will show at the right time, when your audience will be online.
- Customise your ad for different placements. For example, you might want a slightly different version of your ad for Instagram.
- Test different bidding strategies to see which works best – the two you can choose from are lowest cap and target cost.
Create engaging ad copy
So you have already taken the time to work out who your target audience is, which is great. Then you have chosen the ad type to use, and you have set the budget. The problem is, all of this could have been a complete waste of time if you don’t create the right advert for your audience. One of the key things is to make sure the images you use are high resolution. A blurry picture will put people off straight away, even if the text you include is engaging.
Then onto the message itself. Try to customise the ad text to suit the audience you are targeting. For example, if one of your audiences is teenagers then you need to write your ad in such a way that resonates with them. This message will be communicated completely differently to an advert for an older grandma looking for a gift for their grandchild, for example. Think about how your product or service addresses the needs of your customers. The solution you are providing is an extremely important message to get across.
Like everything in marketing, TEST!
So, I have given you some basic tips on how to get your Facebook ad campaign up and running, but it isn’t a case of just leaving it to run now. In some instances, different ad types will work better than others, so try duplicating a campaign, and changing only one element such as the ad type. This means you can directly compare against the two to see which ad type performs the best.
I hope you have found this blog post useful, all the best with setting up your new Facebook ad campaign!
This is a guest blog written by Lottie Perrelle from PPP Marketing Ltd, specialising in results-driven marketing for any size business.
For more information, you can contact Lottie on 07909 520681, or visit her website.