By now Facebook is a household name no matter what the household generation.
Here are just a few statistics:
- 802 million daily active users
- 1.28 billion monthly active users
- 46.7% of users are over the age of 35 years old
- There are 1 million currently active advertisers
- The cost to reach a potential lead or sale on Facebook is far less then any other advertising method!
With those statistics and the visual of actual cost to reach potential leads and sales it really is no wonder why so many businesses have dumped their advertising money into generating more Facebook ads. One question remains then, “is just having a Facebook ad good enough?”
The answer, NO. Just like picking up a soccer ball for the first time and kicking it around doesn’t mean you’re ready for the World Cup, simply having a Facebook ad doesn’t mean you’re ad is automatically going to generate massive results.
What then leads a Facebook
ad to generate massive results?
Targeting
One of the key components in a successful Facebook marketing campaign is targeting. Which means taking the time to determine who you want to actually see your ad. The perfect ad is the right message seen by the right person at the right time.
For example, if you sell a male testosterone supplement do you need women ages 13-24 years old seeing your ad? Chances are those are the wrong people and the wrong time. So, take time to ask yourself, ‘who is my buyer?’
Every Facebook ad campaign can be tailored to fit your exact buyer. When you set up your campaign you are in control of telling Facebook the exact location, age, interest, and language of your ‘prime’ audience.
The ad
When it comes to creating the ad that will be seen by your audience, there are two elements that can affect the performance of the ad. The Post-Text which is defined as the copy that appears before the image and actual image itself.
- Start with a question
- Speak to the needs/wants/desires of the ideal clients (you want to come across as an actual human looking to connect)
Starting with a question can lead to a more effective headline. Our minds can’t resist a question mark. When is a question is posed, it leads a person into a super-curiosity mode where they then have to know the answer. Response rates can drastically improve when a headline is replaced from a statement to a question.
Images
It can easily be said that the most influential part of any Facebook ad is the image.
An important part in choosing the right image is the ‘story’ it tells. If a picture is worth a thousand words, you then want those words to tell the story so that it resonates with the viewer.
Funnel
So, by now you’ve spent a nice amount of time dedicated to thinking about who you want to see your ad, you’ve selected a headline that captures attention and raises curiosity and you’ve followed it up with an attractive image that tells the story of your ads purpose. What next?
You need to have a marketing strategy funnel in place. Once the ad is clicked on does it go to your websites homepage, to an opt in squeeze page, or is the lead sent straight to a video sales letter pitching your product? Where will you send your potential customers who click?
It’s easy to forget that the ad is only the beginning. Where that ad takes its viewers is just as important, and having the right funnel for your offer will determine whether or not a prospect converts into a client. That’s why you have an ad to begin with right? Conversion, keep the end goal in mind.
Analytics
Test. Test again. Keep testing.
Simple yet very effective. There is no harm in running multiple Facebook ads. Try different questioned headlines. Always test the images. You can keep the target audience and headline the same and just change the image to see if something else captures peoples attention. Different offers require different funnels. There’s no one size fits all strategy when it comes to Facebook advertising. Find what best suits you and execute accordingly.
There are great resource sites that allows you to track all your marketing campaigns, view analytics, and set up split testing so you can run multiply campaigns all at once to see which one is most effective.
Contact us if you would like help setting up and/or running your campaigns.
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References
– yazamoinsights.com/case-studies/160k-facebook-case-study/ – moz.com/blog/1-dollar-per-day-on-facebook-ads – ibtimes.com/facebook-gets-older-demographic-report-shows-3-million-teens-left-social-network-3-years-1543092 – newsroom.fb.com/company-info/