Facebook advertising gives you access to the 2.4 billion users of the social media giant.
Of course, if you're not careful with how you do things it's easy to spend money to no avail.
Facebook advertising is different from the paid advertising many of us are used to.
So, if you're looking to make sure your next campaign prospers, rather than turning into a money pit, you're in the right place. Read on for some excellent advertising tips that'll help you get ahead with Facebook.
1. The Target Audience is Everything
Your target audience needs to be clearly defined for any kind of advertising, but it's doubly important for your Facebook ads.
The beauty of social media is that you're able to hyper-target advertisements. You can use the age range, gender, and even hobbies of your potential clients to make sure that the ad is always relevant to your users.
Without a good grip on your target audience, you may as well be shouting into the void.
Target audience focus also allows you to more easily apply consumer psychology, increasing the conversion potential of your advertisements.
2. Use Retargeting Frequently
If only there was a way to make sure that you've got interested customers seeing your ad more often...
There is. Retargeting allows you to find users who've already shown interest in your site and products and bring them ads again so that they're aware you're still ready and waiting for them to make a decision.
With some creativity, you can take things even further. Say you're selling jewelry and someone has visited your bracelets, you can specifically show them a carousel ad for your relevant products.
Interested customers are more likely to convert than cold leads.
3. Frontload Your Ads
You only have a limited space to catch your audience's attention. Most people don't stop on every ad that happens to be on their feed. When you consider the fact that most people use their mobile phones... well, you have to catch their eye.
That means bold, short headlines on links. Copy that's frontloaded with exciting, attention-catching stuff, and carousels with the most relevant products right there.
After all, only a few people are going to bother to look through the whole ad in the first place. The more eye-catching things are, the more people you'll be able to draw in.
4. Ditch Stock Images
Stock images are great for filling out websites and breaking up the "wall of text" that many people encounter when they hit a blog post.
The problem is that many of your viewers recognize them immediately and it makes an ad feel cheap.
Try to get your own original, eye-catching images wherever possible. The only time it doesn't make sense to do so is if you're playing off of a particular piece of pop-culture or meme to appeal to your target audience.
If you're not the photography type and aren't planning on spending a ton of money there's an easy workaround. Try soliciting user-generated content to make sure you're able to put your best foot forward with unique images.
5. Keep Track of Conversion
Your conversion rate is the only metric that matters in the end.
Other metrics are great. Reactions, shares, and comments help raise brand awareness but they're not an accurate measure of how well your ad is actually performing.
In the end, keep the focus on your conversion rates. The other metrics are helpful indicators but they can be misleading or an outright lie.
For instance, the game Hustle Castle once ran an ad containing questionable language. We doubt that the engagement was in any way tied to the conversion potential of the ad.
Speaking of which...
6. Try to Avoid Controversial Ads
Controversy can be a great marketing tactic but it's not something to be used by those with thin skin or amateurs. Try to avoid making anything too controversial into an advertisement or you may take a bigger hit than you'd think.
It's not just the individual ad that will take a hit either, since word spreads online you may be looking at the backlash against your business in its entirety.
More than one business has lost sales and reputation because of a seemingly funny ad. Run anything racy by a target audience and don't hesitate to pull the ad and apologize if something does rub a large number of people the wrong way.
7. Don't Be Afraid of Longer Copy
While you should always keep the good bits at the start of your advertisement, before the "see more" button is clicked.
Many successful campaigns look more like a traditional sales letter. As long as the hook is right you'll find that long copy performs as well on Facebook as it does anywhere else.
This isn't AdWords, where you've got a tight character limit, make use of the space given to you and you'll be able to perform quite well. Both B2B advertising and B2C services like coaching can benefit quite a bit by using a brilliant hook and a longer explanation.
8. Never Be Afraid to Experiment
Digital advertising is driven by performance metrics. The best advertisers will use this constant stream of data to bring in more customers by modifying their ads.
Since you can do split-testing and other experiments in real-time with Facebook you should always be experimenting with new ads and tweaking old ones to perform better.
Use big data to your advantage: your metrics are a guiding point for where your campaign is headed next.
Like These Advertising Tips? Why Not Use a Professional?
Advertising tips are great, but it's experience and time that make marketers succeed. You can apply what we've taught you here and turn a mediocre campaign into a good one, but it might not be great for some time.
If you're ready to dive in but don't have the time to research, experiment, and generally get the education and experience you need then there's good news.
We're available to help. Why not contact us today and see if we'd be a good fit for your business?