There is no denying that Facebook can help your business in many ways, especially if you know and implement the right advertising tactics. With a good digital marketing strategy, there is no end to your sales.
But, let’s face it, Facebook advertising and marketing is more than just posting images and status updates. You need to go beyond that if you want to get the highest ROI that your marketing efforts can possibly give you.
Due to the decline in organic Facebook reach, businesses are appearing less and less on their audience’s newsfeed. Which means that it is difficult to drive engagement on organic marketing alone. Thus, being dependent on just Facebook marketing cannot be much help for your brand when it comes to expanding its reach.
On the other hand, Facebook continuously gives importance to sponsored content. In fact, targeted ads are the only way for your content to be in front of your audience.
That said, let’s take a look at the seven ways on how you can maximize your Facebook Ads strategy to boost your marketing ROI:
Reach the Right Audience
Before running a Facebook ad campaign, it is important that you know your target audience well.
As pointed out on Voy Media, a Facebook ads agency, “The type of campaign you should choose is dependent on which stage of customer awareness you identify your audience to be in.”
Remember that each ad must have a purpose, which is in line with your target audience’s core values. That said, you need to reach the right audience instead of a lot of audiences.
Sure, targeting the right audience means targeting a small group of people. But here are things that you need to keep in mind:
- Your content could only resonate to the people who are interested in what your brand has to say. Thus, they will be compelled to share it with their network.
- These people are always curious about your business, your products or services, and how you can help improve their way of life.
- Only the right audience will be receptive of your content.
Reaching out to the right people is how your business can grow.
Retarget Your Site Visitors
Targeted remarketing is a great way to increase your website’s conversions. And you can do it with the help of Facebook Pixel.
It is a code installed on your website to help you track conversions from Facebook ads, build a target audience, and remarket to people who already interacted on your site.
The Facebook Pixel places cookies on your site visitor’s browser and is triggered every time they land on your website. Thus, they get to see your ads whenever they are on Facebook.
To begin, you need to have a business website and that you can update its code in the backend. When you are all set, just follow the instructions below:
- Go to Facebook Ads Manager. Click the hamburger menu and choose Events Manager under the Manage Business column.
- Click the Create a Pixel button, and give your pixel a name.
- Check the “I agree…” box before hitting the blue Create Pixel button.
It should open a box that will prompt you to install the base code of your Facebook Pixel on your website. But if you are not that tech-savvy, you can either email the code to your web developer or install it using a partner platform such as the Google Tag Manager.
Remarket to Your Existing Customers
In line with point #2, once you have your Facebook Pixel set up and installed, you can now remarket to your existing customers and audience.
By customers, we mean people who already made a transaction on your website (i.e. bought a product on your online store). Your existing audience, on the other hand, is your website visitors. This is regardless if they bought something from you.
Why do you need to remarket to your existing customers and audience? Because these are the people who are more likely to click on your ad. And this is possible with the help of Facebook Custom Audience.
Another cool thing about Custom Audience is that you can use your list of existing customers to target Lookalike Audience, or Facebook users who are similar to your customers and audience. Which means that you can expand your ad’s reach farther.
Set Up Your Ad Frequency
According to Jason How, “Reach doesn’t mean a user saw your ad on Facebook. It just means that your ad appeared while they were using the website.”
So, how can you ensure that your target users see your ads? Set up your ad frequency.
During the 1930s, a marketing principle called “Rule of 7” was developed. This means that your target customer must hear your message at least seven times before they are compelled to take action.
Lucky for you, the Facebook ad comes in various ad types (more about that later). Not to mention the different kinds of content that you can produce to get your message across.
But do you really have to run the same ad seven times just to get an ROI? Not exactly.
People can be turned off if they get to see the same content over and over. Ad burnout is a serious issue, and it can lead them to turn off your ad on Facebook.
There is no definite answer on an acceptable ad frequency. So, what you can do is to run an experiment about it.
Take Advantage of Ad Types
The cool thing about Facebook is that there are various ad types that you can leverage to boost your ROI. But what ad types to use will depend on (1) the nature of your business and (2) what you want to achieve.
Dynamic Ads is ideal if you have a product catalog. It shows your products in relation to their interaction with your website.
Simply put, Facebook will target the people who are more likely to be interested in your products. This includes automatically promoting your products to those who have already expressed interest on your website.
For example, people who looked at a product page on your online shop but did not push through with the purchase.
Collection Ads is any grid-like ad that comes with a primary video and image and four smaller images.
This is ideal if you have a catalog of at least four products, and when your goal is for users to continue the transaction on your website (i.e. checkout).
Carousel Ads lets you show a maximum of ten images on a single ad. You can run this kind of ad on Facebook, Instagram, and Messenger.
You can take advantage of this ad format by highlighting different products or showing specific details of a single product.
Conduct A/B Test on Your Facebook Ad
What enables businesses to maximize their Facebook ads’ ROI is split testing.
That said, it is always a good idea to run an A/B testing when running a paid campaign on Facebook. That way, you will know what works and what does not.
What ad elements can you test? Here are some ideas:
- Ad designs
- Ad copy
- Ad placements
- Campaign Objectives
However, you should not run an A/B test for everything. Karola Karlson advises, “When searching for Facebook ad A/B testing ideas, think which ad element could have the highest effect on the click-through and conversion rates.”
Do Not Bid Against Yourself
Running multiple ad sets allows you to target different sets of people such as people who visited your website and people who already liked your Facebook page.
However, you also run the risk of implementing and targeting multiple ads to the same audience.
Running competing ads is not much of an issue. But it is a different case when your different ads are targeting the same audience. When that happens, you will compete against yourself and your Facebook will underperform.
Keep in mind that Facebook ads work in an online auction bidding for a chance for your ad to appear on your audience’s timeline. When you let two ads compete against each other, there is a possibility that your campaign will not deliver any ROI.
That’s because you are placing two different ads at the same place and time to the same people. Your audience’s Facebook timeline and short attention span are prime real estates.
You can avoid this by using Facebook custom audiences. Segment your audience and exclude them based on their interaction (or lack thereof) with your ads, Facebook page, or website.
Even better, do not target the same audience using different ads.
Get the Most Out of Your Facebook Ads
An effective Facebook ad campaign is all about your target audience, your business goals, and the products or services that you would like to promote. These factors are enough to give your campaign a direction.
Come to think of it, you are running a Facebook ad campaign to increase your bottom line. And your ads can only serve its purpose if you know how to target the right people.
That said, applying the aforementioned tactics on your Facebook ad campaign is sure to give you more bang for the buck.
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