You’re planning a Facebook advertising campaign and want to make sure it’s a roaring success, right? Lucky for you you’re in the right place as we are a specialist Facebook advertising agency. Keep reading to be guided through the 7-step process of creating a great Facebook Ads campaign.
1. Find Your Target Audience
The targeting options on Facebook are immense. If you really want to get bang for your buck in the realm of Facebook advertising, it literally pays to do your research. None of this vague profiling along the lines of “We run a baby clothes boutique so our market is mums”. You need to dig a little deeper. Who are these mums? How old are they? Are they career women or stay at home mums? Are they married, in long-term relationships or single parents? Are they 1st time parents? What matters to them outside of motherhood? Where do they hang out in real life? How much time do they spend on social media? When do they use social media? And on what kind of device?
You get the idea, right? Go deep. Understand exactly who they are.
2. Convey The Right Message
There are 2 elements to a successful Ad creative: Appealing copy and great images (outside of video ads of course!).
Let’s start with the copy. It should be catchy, engaging and relevant to your audience. We always find making it fun and using a bit of humour helps, but this really depends on your brand. Keep and short and snappy, people are easily distracted on Facebook and we wanna grab there attention and get them to take action.
The second aspect is, of course, the images. The image is really important as its this they will see first when scrolling in their newsfeed. Nice bright colours, contrasts, quality pics work really well and try to avoid stock photo images purchased from stock pic websites (they tend to look too fake!).
3. Target Like a Pro
So you’ve figured out your target audience and crafted a beautiful Ad which appeals to that audience, but if it doesn’t reach that audience, you can consider the whole endeavor a waste. The way to avoid this situation is to use the tools available to make sure your ads reach the people you want them to reach.
When building an Ad, you will be faced with the task of specifying your audience. The basic options are there: the age and location and interest questions. However, if you explore a bit you will quickly discover a world of options you may not have realised existed.
This is particularly pertinent to the Behavior and Interest options, which, when clicked, open up myriad more options which allow your targeting to become super specific. For example, you can target people based on their behavior online. But not only that, you can target them based on their behavior on their iphone devices on interactive food websites.
4. Retarget Your Website Visitors
Retargeting allows your advertising to be even more specific than the average Ad, even if you’ve dug deep to create a specific audience. The reason for this is because you can use the Facebook pixel (tracking code) to see where people are going on your site and what they’re doing, and then creating Ads for them that address their needs directly.
The Facebook pixel can be placed on any page of your website so you can see who is interested in what. You can then see that perhaps people keep returning to a specific “How To” blog post topic, and so your next set of Ads will be specifically addressing this very clear question that you know your audience has.
5. Segment Your Targeting
So once you’ve started using the Facebook pixel, you will have access to a whole new range of information about your target audience. Here is where you can start segmenting. You can create separate target audience groups based on the people who visited the “How to” blog post about Facebook Ad targeting versus the folks that visited the post on Email Campaigns. In this way you can segment your audience and retarget each group with Adverts designed to address the needs they have explicitly stated by visiting sections of your site.
6. Think of the Funnel
So you have an end goal in mind when it comes to the Ad campaign. Hopefully it is a goal that involves some kind of revenue creation. That goal doesn’t come about through a single stand-alone Ad though.
Marketing is all about creating a sales funnel which guides people towards the end goal. This involves a process of warming people up, starting by introducing them to your brand by providing them with something useful. You then want to convince them to engage a bit more, get more involved by downloading an ebook or signing up to a newsletter. In return they will provide you with their details which you can use in your advertising endeavours later down the line.
Basically your campaign consists of stages, which in turn are designed to send people to the next stage. However, if people don’t convert immediately by moving onto the next stage, don’t just leave it at that. Create some Ads to remind them that they have yet to take the next step.
7. Scale your campaign
Once you’ve run a campaign from start to finish you have the gift of hindsight. You can probably see where things need tweaking, and how. So the final step, is to make your successful campaign BIGGER and BETTER. In other words, make the necessary changes and then scale the campaign. Do this by using all Facebook’s sneaky tools to find more people who are similar to your current audience. Features like lookalike audiences and custom audiences are great for this, allowing your initial audience to grow in size with little risk to your conversion rates.
As long as you are monitoring and tweaking your Ads as you go, following this campaign recipe is bound to bring you advertising success.