3 Tips for Effective Facebook Advertising
Published: August 3, 2012
Author: Audrey Cueto
With over half a billion active users and counting on Facebook, it’s important that your brand take advantage of that kind of reach with Facebook advertising. With the right combination of planning and optimization, you can guarantee yourself a good ROI… and some extra change in your coffers.
So without further ado, here are 3 tips to get the most out of your Facebook advertising campaigns.
1. Define your objectives.
I cannot stress this rule enough. Before deciding how much money you will be spending on your Facebook campaigns, before you start thinking about what your Facebook PPC ad will say – before you do anything – clearly define your objectives. Do you want likes? More traffic for a brand site? Are you even clear who or what you’re promoting?
I’ve read and heard of too many instances where campaigns have failed and money was wasted due to poorly planned campaigns.
Here’s an ad that is guilty of having unclear objectives:
Jell-O’s objective definitely isn’t coming across here. I’m not even sure this is an ad sponsored by Jell-O. It could be an ad sponsored by Bill Cosby or LL Cool J, since his picture seems to be part of the ad too. Either way, it makes me wonder, “Do you want a like? Should I buy your pudding because I might like it more than Bill Cosby does? Or maybe LL Cool J has a new song out?”
It’s important to always begin planning with the end in mind. Do you want to increase the number of people who like your Facebook page? Are you trying to build some brand awareness? Do you want to generate sales? Setting your goals will allow you to design campaigns to reach the right audience. Your money will be spent in the most effective and efficient way possible. Most importantly, your objectives will allow you to measure your progress and success.
2. Perform A/B testing to measure performance.
Don’t settle on one ad design! Facebook’s demographic targeting tool performs extremely well, so the onus is on your ad to stand out and take advantage. Be sure to run A/B tests to see which ones perform best.
Let your ad run for at least two days in order to make a good comparison. By creating different variations of the same ad, whether through a change to the ad copy or something as simple as a new image, you can make a huge difference in click-through rates.
Note: when your click-through rate drops below 50% of past averages, it is a good sign to rotate your ads. Doing so will help save some money. Keep your ad short, sweet, and to the point. You should also refresh and rotate your ads (even the good ones) every few days to keep them fresh. You don’t want people to get tired of seeing the same ad again and again.
3. Sweat the small stuff. Don’t forget the little things!
Just like with any online advertising platform, there are ad polices that you need to adhere to. Make sure you have a clear understanding of what is acceptable and what isn’t. Knowing these details will get your ad approved sooner than later, so brush up on some of the things you need to know:
- Make sure your ads aren’t filled with poor grammar and misspelled words.
- Follow the guidelines that are specific to the product/service you are advertising.
- Be sure that your message comes across clearly with what you’re trying to advertise.
Those are just a few of the rules that you need to follow, so make sure you’re aware of the rest before you begin creating your campaigns.
American Express is pretty consistent in creating good Facebook ads:
This Facebook ad is the perfect example of what an ad should look like. Nothing in the ad is misspelled or grammatically incorrect, and the message of the ad is clear: apply for an American Express business rewards card. The ad follows the ad policies and does a great job enticing the audience to engage with the ad through their call to action.
There you have it! These 3 tips can be a great way to increase your brand awareness and generate buzz. It may get expensive, but the best way to save some money is to take the time to understand the platform and tools. That way, you can optimize your marketing strategy and adjust it accordingly to your goals, thus creating a successful Facebook campaign.
– Audrey Cueto, Searchforce