Facebook advertising works so well because of its precise audience targeting tools. To be successful with FB advertising, don’t think short-term. Rather think about the big picture to get the number of people that are using the platform to see your message. You may think it’s useless to post ads that don’t lead to a strong conversion rate. However, we’re providing the key insights to help you maximize your audience reach in no time.
Top 10 Strategies for Effective Facebook Advertising
#1. Engage and Target Your Audience Reach
There are plenty of ways to engage and reach the right audience. Start by creating visually appealing ads that encourage people to comment, share or save your posts. The ads you’re publishing on Facebook need to be of a certain standard, where people are drawn in to learn more about your brand.
Here are some technical ways to hyper-target your ads:
- Location – Target audience by location (state or country)
- Gender – Target audience by gender (Male or Female)
- Interests – Target by interest (such as fashion, fitness, leisure, travel, work)
- Behaviors – Targets past behaviors of people who already visited your website
- Connections – Target individuals who have connections to people who have liked your page
Before you publish your ad, be sure to research which category the ads are best suited for targeting.
#2. Develop Stronger Ad Copies
Even though Facebook ads are seen as visual ads as compared to a standard google ad, your text is just as important as the image. An aesthetically pleasing image is almost likely to be useless without quality content writing. According to a study done by the Secretariat of the Seoul International Color Expo 2004, the importance of colors when it comes to purchasing products is 84.7% and color accounts for more than half of the factors involved. Write different ads which target individual sets of people.
#3. A Direct Call-To-Action
Simplify the process for the customer interested, and this includes the text. If they are drawn to your post, help them achieve their goal by keeping a clear call to action that leads them to the website. You have to bring them to the page, with no distractions along the way. Even the most up-to-date, creative Facebook ads can fail if the CTA is not clear. Spend time creating the ad and navigate your CTA from the perspective of the user.
#4. Facebook Remarketing
Facebook advertising has built-in Facebook Remarketing making the process to re-publish and retarget users less complex. It’s straightforward with the application doing most of the heavy lifting. Make your strategy even more impactful by presenting the ad copy to people who have already interacted with your brand.
- Website Visitors from the Past
- Clients or Customers who fell off
- Latest Email Subscribers
Re-target these types of users as they were potentially interested in your brand. That’s the reason why they interacted with your page. The conversion rate of leads can be much higher through the right retargeting and remarketing practices.
#5. Contemporary Style Video Ads
From lengthy to short videos, it’s the message that counts. A large number of users on Facebook are tuning into video content promotion. Creating video content requires more effort, but it leads to more exposure from a story-telling standpoint. If done correctly, they can outshine static image ad copies. Keep this in mind for a powerful video marketing strategy.
Tips to leverage video content on social media:
- Add Subtitles to Your Videos: Don’t miss out on an audience due to a lack of descriptions. Those who are hard of hearing rely on closed captions or subtitles to understand the message you are trying to share. Without adding titles to your videos, the message can be overlooked, try to add text to all your videos to keep everyone in the loop.
- Create an Authentic Video Headline: Simply put, if there is a headline missing or there is a lack of one, the video can have less exposure, even if the content on the video is enticing. You only have the first glance to capture the attention of your audience before they choose to scroll away. Use all the available copy space to get your message across!
- The Start Counts: It’s the first ten seconds of a clip that matter the most. It’s the moment of truth for any video. This is because people have a short attention span, they tend to leave the clip when it does not capture their interest. Be sure to have a start that counts, use persuasive text, images, music, or even pop culture references to engage users. Encourage your audience to continue watching your video, that’s worth watching.
Also, who doesn’t love a good GIF, the short 5-second loop video that constantly repeats in action? This small video clip creates a great alternative to a regular image, without going full force into video production.
#6. Ad Performance Monitoring
Now that you’ve posted 2-3 images, videos, and GIFs, it is a great time to analyze your data. Take a look at your ad campaign message, did you run two ads, using the same image but different copy to see which got the most likes, views, and shares? That’s called split testing.
The result is to see how your campaign is performing to see whether your audience is connecting to your ads. Facebook ads can be enhanced, use the feedback from your data to structure your future content purposefully.
#7. Let the Numbers Do the Talking
People like ads that are upfront about what they are promoting, with no games or gimmicks. If you’re promoting an ad on Facebook during a HUGE sale, start by presenting the numbers. That way the interested people know exactly what they’ll get from this deal. It’s effectively targeted to people who are looking to buy that exact product, for a reduced price.
#8. Ad Placements Aren’t Equal
Yes, that’s true! Not all ads are placed on Facebook equally. If you’re new to Facebook advertising, you are probably not aware that you can choose to edit the placement of your ad copy. This can place a big impact on your campaign.
Run ads on 4 different locations on Facebook:
- On mobile & desktop timeline
- The audience network
- FB messenger
Within the platforms, you can choose between the 3 devices as to where your ad will run.
- All devices
Remember FB ad placements work best depending on the campaign motive (Traffic campaigns, engagement campaigns, etc). In addition, it’s best to explore the ad placement in coordination with the size specs.
#9. Sizing & Spec Requirements
Publishing a paid ad on Facebook, later realizing a big portion of the image containing important information was cut off completely. You want to implement the best practices, which include ad specs details:
- Static Image ads: Size: 1,200 X 628 pixels. Ratio: 1.91:1. Text: 90 characters. Headline: 25 characters. Link description: 30 characters.
- Carousel ads: Image size: 1,080 x 1,080 pixels. Image/video ratio: 1:1. Text: 90 characters. Headline: 40 characters. Link description: 20 characters.
- Slideshow ads: Size: 1,289 x 720 pixels. Ratio: 16:9, 1:1, or 2:3. Text: 90 characters. Headline: 25 characters. Link description: 30 characters.
- Video Clips: Format: .mov or .mp4. Ratio: 16:9. Resolution: at least 720p. File size: 2.3 GB max. Thumbnail size: 1,200 x 675 pixels. Text: 90 characters. Headline: 25 characters. Link description: 30 characters.
#10. Facebook Analytics
FB Analytics is the tool that is capable of providing the results you’re looking for. Facebook has plenty of unique features that allow you to understand prospects, leads, and customers. They provide you with a breakdown of how they are interacting with your page and your performance (if it needs any improvement).
Facebook has shared the details of their new features coming to Analytics’ in full force. These are some of the following:
- Designed for Mobile Apps: Similar to Google Analytics, Facebook allows users to view metrics from paid social campaigns directly on their smartphones.
- Funnels auto-discovery: Allowing AI to develop realistic paths for users to navigate your website or app.
- Analyze Your Findings: Facebook Analytics allows users to create events and generate their insights. Understand the audience’s interests.
Developing effective ad copies for Facebook is about strategy, creativity, and insights. Your content creation can be entertaining and can meet the needs of your audience but you could miss out on the exposure. Don’t take shots in the dark, leverage your Facebook Ad Copy to get you the sales you deserve.
If your goal is to promote your business or services on social media, reach out to us at Edkent Media. Our team of professionals will help you create a strategy to advertise your business on Facebook. Feel free to book a 30-minute creative strategy session with us or speak to us at (647) 352-8700.