Have you already set up Facebook ads, but you’re looking for a few pointers in the right direction to improve engagement levels? You’ve come to the right place. Facebook ads are a clever way to reach very targeted audiences, and then retarget them, to encourage users to click through to your landing page and make a purchase. This selection of helpful tips will ensure that you don’t waste a single drop of your social media budget, and will help you squeeze the most out of it to boost your overall social advertising ROI.
Tip 1: Your offer is integral to your campaign success
Having a strong, enticing offer is the backbone of any Facebook advertising campaign. And this offer doesn’t always have to simply be a discount to use — it could also be something that’s part of your brand story, or service value proposition.
You need to offer your customers something that they just can’t refuse.
A heavy discount on a particular product or range may be appealing to some, but it’s not necessarily the best way to encourage people to click through on your Facebook ads. Read more about the specific psychology of discounts.
Think about how you can link your audience’s interests to your products. For example, if you set up a custom audience of people who are vegans and animal activists, and your product is a pet food, you could start a promotion whereby you donate part of the profits from that product to an animal rights charity. Try to connect with your audiences’ wider interests and values.
Perfecting your offer and making your adverts seem less ‘salesy’ could really serve to boost your conversion rates.
Tip 2: Creating ads is a process, not a one-off action
The key to a successful Facebook advertising campaign is to treat the campaign as a process that you need to build, develop, and continuously measure. You should categorize the elements of your ad to simplify the building, testing, and tweaking process. Here is a breakdown to try when developing your ads:
- Value proposition – what are you offering?
- Relationship status
- Purchasing habits
- Landing page or product page
- Ad placement
- Advert type
- Campaign objectives
Reviewing each of these elements in isolation with A/B split testing will allow you to tweak your advert and make necessary changes to boost engagement levels. Other than A/B testing, here are some other Facebook advertising essentials, including helpful screenshots for first timers.
Tip 3: Learn how to use the new Facebook Pixel to measure engagement
Facebook has phased out both the conversion tracking and the custom audience pixels, in favor of a multipurpose “Facebook Pixel”. This pixel allows you to measure, optimize and build audiences for your ad campaigns, without implementing two separate pixels. It can be used to track page views, and visits, as well as tracking conversions such as sales and sign-ups on top of reporting functionality.
Take a look at this comprehensive guide, from Facebook themselves, that will guide you through the process of using the new Pixel.
Tip 4: Focus on the mobile experience
With half of ecommerce sales made on mobile devices, it’s clear that online brands should be seeking to optimize their Facebook ads with mobile users in mind.
With a short window of time to capture the attention of potential customers, particularly so with mobile users, you need to perfect your ads. If your ad doesn’t feature enticing copy, with a clear call-to-action that’s offering real value to the user, then chances are you’re not going to see great sales results.
Mobile users are generally operating on smaller screens, and tend to respond better to visual content, and copy that is short and snappy. Consider employing Carousel ads, or single image ads, to catch their eye and promote your business and product in a simple, visual way.
Tip 5: Experiment with video
Videos can get a plethora of messages and information across to your audience in a short space of time. With 61% of brands now using video content as part of their marketing strategy, it’s time that you followed suit.
As discussed, visual content like video is perfect for engaging with mobile users. It’s also a great way to garner trust in your brand — and trust is the foundation of conversions and sales.
Video content marketing is about building long-term relationships with your audience and offering them value for the time spent watching your video. From knowledge to entertainment, if your video content offers your users something, you will be far more likely generate sales from it. Video content is particularly useful for ‘how to’ and tutorial videos, to offer customer service style support, and help them to use your products successfully.
Embedding a video in your Facebook ads is a sure-fire way to make a lasting impression on your audience. Take a look at Neil Patel’s in-depth guide on how to create and set them up.
Remember – measuring the success of your ad campaigns by breaking them up into individual components, is the key to understanding what changes you need to make in order to maximize engagement.
And because we love you, here’s an extra tip for you: Utilize Carousel Ads. Here’s a case study on how Adobe Increased CTR by 50% – 300% by utilising Carousel Ads.
Which of these tips has inspired you to improve your Facebook ads? Let us know in the comments.
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