Facebook is one of the biggest social media platforms in the world. The sheer number of people present on Facebook makes it a great place to advertise products and services for various businesses. But, even though Facebook has the power of reaching mass audiences, problems arise when organizations invest loads of money into ad campaigns and do not see any returns. This occurs due to an ineffective strategy and lack of planning in the ad campaigns.
Learning the basics of Facebook ad campaigns and customizing your ad according to your business needs is the best way to succeed rather than copying what others are doing. Here are some of the most crucial things you must keep in mind when creating Facebook ad Campaigns :
1. Know Your Audience
Before you launch an ad targeted towards a particular set of people, you should use Facebook’s Audience Insight tool. Use this tool to understand the behavior, likes, and dislikes of the people on the platform. This will enable you to make informed decisions before risking your budget on a group of people. Now you can target the right audience knowing that there is a higher chance that they will follow through with your ads call-to-action, saving time and money and help you focus on the quality of the ad itself.
2. Content Is Key
All the interactive aspects of an ad refer to the content. This may include text, audio, image, video, etc. Striking imagery, catchy video titles, captions, and good audio are all very important elements of an ad. Great content is always eye-catching and can compel a user to interact and take action. In this new age of digital advertising, content is known to be the heart of an ad campaign.
3. The Offer
No matter how advertising evolves, the main aim will always be to sell by offering something. This ‘offer’ can be anything from discounts, exchanges, memberships, coupons or offering something to the customer that is of emotional value. Whatever the offer might be, it has the potential to make or break your campaign.
A strong copy will not overcome a weak offer but…in many cases, a strong offer will succeed in spite of weak copy written by marketing morons.
4. Bidding and Budgeting
Bidding for ad space and allocating appropriate budgets is not an easy job. You will be pleased to know that Facebook makes this process easier, by letting you use what’s known as optimized CPM.
In this tool, you allow Facebook to bid for ad space based on the limitations and objectives provided by you while setting up the ad campaign. This gives effectiveness and efficiency in budget usage and also avoids overspending. At first, it is better to let Facebook take care of bidding and budgeting while you gain an understanding of how much the ad space costs, and how you should allocate your budget efficiently.
5. Track Conversions, Not Metrics
Getting tons of audience engagement such as views, clicks, and impressions is great, but what is the point if none of them converts to any of your goals such as sales? Figuring out why your ads with massive reach and interaction are not converting into sales will help you solve the problem of continuously spending on ads and not getting any returns. At the end of the day, whatever your conversion goals may be, you want to make sure that your ads help you achieve these targets.
All the points mentioned above will help you create the best possible Facebook Ad Campaign. No one thing will give you instant success- you should ensure all elements of the ad campaign work in unison is key to creating a killer advertisement.