6 ways to increase your Facebook ad success
You’ve seen the ads before on Facebook. The ones on the right side of the timeline that have a catchy photo and attention grabbing text. If you’re like most people including myself, you’ve got sucked into clicking one of those ads. Why? Because Facebook advertising works! When done correctly it is a great way to get your message to an immense audience. The key is doing it correctly. Below I have added 6 ways to increase your Facebook ad success, followed by an infographic with a lot of information on Facebook advertising.
Increase your Facebook ad success:
1. Run a well managed campaign and use an appropriate budget.
A campaign that is mismanaged or a low-budget attempt is the surest way to fail at advertising on Facebook. Use the full range of targeting options, and constantly optimize your campaigns. Of course, a bit of know-how often helps, so consider getting an agency involved if you’re struggling.
2. Track the return on your investment
The age-old myth about social media is that you can’t track your return on investment fully. Facebook now provides conversion pixels for your site to allow you to track sales and leads from your Facebook advertising on your website, as well as providing full reporting on advertising contribution to engagement and new page likes.
Facebook’s reporting system has improved a lot over the past 6 months, and allows you to segment everything to see which adverts are working. Combing this data with Google Analytics, or your own analytics platform allows you to fully track ROI end to end from Facebook advertising.
3: Include others outside your extended network when boosting your post
Facebook offers a tool called Power Editor that lets you choose to boost one of your current posts in to the news feeds of other relevant users by using the full arsenal of targeting options that aren’t available on that pesky ‘boost post’ button. This allows you to be much cleverer in terms of your overall targeting, reducing wasted impressions and capturing a new audience with your engaging content.
4: Spend the correct amount when acquiring page likes
Paying a little extra for the best quality fans is good practice. If a fan acquisition campaign comes in at $0.25 per fan rather than $0.20 that’s ok, provided you’re getting the right people who may convert and generate a higher ROI.
5. Target a narrower audience
On Facebook, unless you have a truly incredible brand, it is better to make your audience a little smaller, but more relevant, by targeting based on precise interests, broad categories or custom audiences. This allows you to achieve lower cost per acquisition numbers, and a higher quality audience.
6. Don’t always just target friends of fans
Targeting the friends of fans is considered tactic that causes a lot of waste. Because of the diversity of people on Facebook and their friends, targeting only friends of fans may not be effective because they may not like a brand simply because their friend does.
Below is an infographic created by the Search Engine People that shows the different type of ads and their advantages.