If Facebook advertising is new to you then there are a few basic questions you must ask yourself before jumping into a campaign. How much budget should I allocate? When should my ads run? Who should I target?
Running your first Facebook advertising campaign can be daunting, so we’ve put together a handy list of best practices to help you succeed.
1. Target ads to your current customers first
This may seem like a no-brainer but many businesses are eager to get into prospecting and ignore people who have already done business with you. The more relevant an ad is to a person, the more likely they are to click on it. This will help you earn social proof, which will have a snowball effect on future ads.
Not only will you build social proof, but this will lead you to repeat business from customers. And research has proven that using Custom Audiences has the potential to drastically increase your ROI.
So before you wade into prospecting, maximize your efforts with your current customers.
2. Serve ads to fans of your Facebook Page
Targeting ads to your fans can have a tremendous impact on ROI. Facebook expert Jon Loomer noticed a 35x jump in ROI when he targeted his current Facebook fans compared to non-fans. Check out this graph he created to
Loomer spent $50 on non-fans and did not see one dollar in revenue. With his fan audience he spent $207 and earned a whopping $9,481 in revenue! The numbers don’t lie!
So why would this matter? Brand familiarity. Fans know your brand, products, services, etc. They have already indicated an interest in what you do. They are one of the most qualified groups for you to target.
3. Use Audience Insights to find your target audience and demographic
Audience Insights is one of the most powerful tools offered by Facebook. You can access this through Facebook Advertising under the “Tools” drop-down.
This will allow you to learn more about people connected to your page in comparison to everyone on Facebook. They provide details such as Age and Gender, other Fan Pages the like, Location, Household information, and more. You can leverage Audience Insights in your Facebook Advertising campaigns by targeting similar demographics.
4. Use video to your advantage with Facebook Advertising
There is no debate on whether Facebook favors video in its advertising. Well, to be honest, Facebook favors video because that’s what customers want to see. Facebook is far and away Youtube’s biggest competitor. Facebook users are consuming more video content on a regular basis each day. So using video in your ads is essential.
If you’re not using video then you’re leaving revenue on the table. It does require more effort and therefore gets ignored. But it’s essential for your Facebook advertising strategy. And it doesn’t cost an arm and a leg to produce short videos. Check out Fiverr to find freelancers willing to make simple videos for only a couple of bucks.
So what do you think of our list? Let us know in the comments or shoot us an email or message on social media!
Want an example of how Paton Digital can help your business? Check out our case study detailing how we built a digital marketing campaign for a client resulting in a whopping 72% completion rate on a landing page with leads costing $0.15!
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