Social media marketing has quickly become a high performing, relatively low-cost option to market your brand's presence online.
A Facebook ad campaign, in particular, can be an excellent way to improve your brand’s visibility, drive traffic to your website, and improve your overall bottom line.
In this article, we will take a look at some tips and tricks on how to improve your Facebook Ads campaign.
Related Article: Expand Your Reach: Facebook Video Hacks and Tools
Know Your Customers’ Interests
To create ads that are relevant to your customers, you better know you customers’ interests. Create buyer personas that provided an in-depth look into your customers’ wants, needs, and interests and create ads accordingly.
Remember, it helps to hone in on a specific target audience here. It is better to focus on a specific segment of people with a specific shared interest than it is to cast a wide net.
Retarget Web Visitors
Facebook retargeting works by allowing you to target specific users who visited your website but left the site without converting. To enable retargeting, you will need to add a site-tracking tag to your website. While users aren’t aware of this tag, a cookie will be placed in their browser when they visit your site to anonymously identify the user as having visited your specific site.
You can then direct Facebook ads to people with that specific cookie in their browser. You can choose to position these ads in either a user’s Facebook sidebar or directly in their newsfeed.
All in all, retargeting can be incredibly advantageous. It allows you to reach out to people who have already visited your website and expressed interest in your brand, and can help to dramatically boost conversion rates. This can also be a great way to encourage customers who have already purchased from you to make another purchase. Remember, it is much easier to keep an existing customer than it is to acquire a new one, so effective retargeting is an excellent way to drive your ROI up on Facebook ad campaigns.
How can you most effectively use retargeting ads for your sites?
The key is to offer content upgrades.
Many visitors might end up on your website, but that doesn’t necessarily mean they are going to want to continue receiving content from you, whether that means signing up for your email updates or subscribing to your blog. When retargeting, you can encourage visitors to come to your site and subscribe to receive either follow-up content or some kind of upgraded content depending on the nature of your specific website and the content you offer.
Keep in mind that it can also be incredibly advantageous to use retargeting for time-sensitive offers, as consumers are more likely to take action if they feel they have a limited time to do so. Are you running a webinar? Do you have a special promotion going on for Thanksgiving? Be sure to let your customers know.
Related Article: Google Ads vs. Facebook Ads: Which is Better?
A/B Test Images
Keep in mind that images take up the majority of every Facebook ad, and that those ad images, as opposed to text, are typically what grab users’ attention as they scroll through their newsfeed.
Therefore, images tend to have a major impact on conversion rates. A/B testing allows you to figure out which image gives you the highest relevance score*, and hence, biggest bang of your ad money.
*Side Note About Relevance Score
When it comes to Facebook ad campaigns, Facebook uses the Relevance Score to ascertain how relevant an ad is to its target audience. Measured on a scale of 1 to 10, the Relevance Score is a synthesis of some different metrics, including engagement, conversions, and click-through rate. Keep in mind that the Relevance Score also has a direct impact on your advertising costs, as Facebook prefers to display the most relevant ads to any given user. The higher the Relevance Score, the less you will pay to advertise, and the more clicks you will most likely get.
Design Multiple Ads for Each Market Segment
Facebook has a very powerful ad-buying interface that facilitates deep segmentation. Once you have segmented your market, you will want to design and test multiple ads for each specific segment, making use of different types of ad copy, images, and offers. This type of experimentation across multiple segments allows you to identify what is driving your performance across your entire audience, as well helping you figure out what is working for specific subsets.
Participate in Page or Group Activities
In this recent Facebook expert interview, web designer and virtual assistant Julienne DesJardins shares how she obtains quality traffic from Facebook groups -
Facebook groups are the number one way I drive traffic to my blog.
Many groups will have promo schedules – specific days where you can post Click to Tweets about your blog or a day to share your most recent post. Depending on your focus, like entrepreneurship or blogging, there are a lot of groups to join. And it’s not just traffic driving – but a place to chat with like-minded folks and get excellent feedback.
I’ve noticed that the months I’m diligent to connect with the groups throughout the week, I canincrease my blog traffic by as much as 50 percent.
The truth is, even if you are not pouring effort into managing your page or group, you can still connect with those billions of Facebook users and get traffic. If you have some kind of product or service that you know could be useful to one specific niche or industry, seek out (and connect with) Facebook page or group admins in that particular niche.
Improve Your Call to Action
The call to action is one of the most important pieces of your entire Facebook ad. You need to clearly communicate what you are offering to your customers and how it will benefit them. In other words, there needs to be a clear value proposition. With compelling CTAs, you simply won’t get the click-through rates you are looking for.
There is no denying it: Facebook ads that feature videos perform significantly better than Facebook ads that do not include videos. On Facebook, video has one of the highest engagement metrics when compared to other forms of media, including text and image. It is therefore always a wise idea to use videos, as it will significantly boost your Relevance Score.
Ultimately, even small changes to your Facebook ad campaign can have a big impact. The key is to test your content, understand your customers, and have clear and compelling calls to action.