6 Steps to a Facebook Ad Campaign That Delivers
Facebook is the leading social media platform for marketers, and for good reason. It’s intuitive, it has a direct line to nearly every consumer you’d want to share your product with, and it’s convenient.
The fact is, when you advertise on Facebook, you have the opportunity to reach a huge number of qualified buyers who are already interested in your product or service. It’s a pretty attractive outbound marketing method, and it’s easily paired with your inbound marketing strategy too.
So what’s the catch?
Well, it does cost money.
There’s also the fact that a ton of marketers already use Facebook’s platform to advertise, which can drive Facebook advertising costs up.
But what if we told you there was a way to optimize your Facebook ad campaigns that could minimize spending and maximize performance?
It sounds wild, sure, but it’s actually something our social media advertising experts do every single day. And we’re going to tell you how they do it.
Here are six methods our social media experts use every day to minimize Facebook ad campaign spend, and maximize performance:
#1 Know Your Goals
Facebook offers a massive platform of opportunity. There are more than 5 different types of Facebook ads to choose from, and the Facebook ad manager lets you pick from a variety of campaign goals for each ad you create. It’s important to know what your goals are going into any Facebook Ad campaign, so you can optimize everything to fit that specific goal.
For example, if you were hoping to drive traffic to your website, you wouldn’t choose Facebook’s app install ad or an event promotion ad template. Instead, you’d want to choose a clicks-to-website ad or even a web conversion ad.
If your goal was to boost your brand’s awareness or get more likes for your company Facebook page, then a conversion or lead generation ad wouldn’t make sense either. You’d run a like campaign or sponsor a few of your favorite, eye-catching posts to reach a greater number of potential followers.
While these examples might seem a little obvious, it’s important to remember that every aspect of the ad you create should work towards your campaign goal. With a campaign goal in mind, you can better develop content, creative, and design that work to direct consumers to whatever your goal might be.
You need a solid goal for each Facebook advertising campaign before you start building the ad if you want to see quality results.
#2 Understand Your Facebook Ad’s Audience
We’ve already talked about Facebook having a huge platform on which to advertise your product or company. There are millions of Facebook users, and the fact is, they don’t all want your product. So don’t market to all of them.
If you’re hoping to minimize your budget while still maximizing Facebook ad performance, you might want to look into microtargeting. It’s a thing the HA Digital Marketing ad team does really well (if you don’t mind our saying so), and it’s produced some impressive results for our clients.
Microtargeting is the art of narrowing down your ad campaign’s audience to just the very key consumers who are likely to be interested, or who already are interested in the product or service you’re offering. Effective microtargeting can take a little bit of practice and market research, but when it’s done properly, the results don’t lie.
Whether you’re up on the microtargeting trend or not, it’s good to know at least a few defining factors about your target buyer — their age, their occupation or industry, and maybe even one or two of their interests. These qualifiers make for targeted ad campaigns that can produce better results, for less money.
#3 Don’t Forget About Creative
It’s easy to get caught up in the goals and targeting aspects of Facebook advertising, but it’s important to remember that in the end, your ad is going to real humans. Make sure your creative reflects that.
Try not to forget that the content — both visual and written — that accompanies your ad is what’s really going to sell you. Take the time to get it right, and be sure to keep in mind that audience you’re targeting and your goal for the ad campaign as a whole.
#4 Link to Something Good (Like a Landing Page)
If your Facebook advertising campaign’s goal is to drive traffic or web conversions to your site, you have to offer something good, and you need to link to a page that will perform well.
It’s pretty obvious that you need to offer something attractive to get people to click on your ad. What’s not always obvious is how you offer that content or promotion when they get to your site.
Let’s say you wrote a killer ebook that will solve your target audience’s pain points, like right now. That’s life-changing content they need.
Too many advertisers miss out on a quality opportunity by just serving up that content as soon as a Facebook user clicks over to their website. Instead of sending those users to a general page, send them to a landing page.
From here, you can ask for just a little bit of information from them, like an email address and a first name, before they download that awesome ebook. This way, your Facebook ad campaign is proving legitimate, tangible ROI — a qualified lead, with all the contact information you need to keep pulling them through the rest of the sales funnel.
It’s important to remember that your ad is bigger than just a little advertisement on Facebook. That ad should be working on every level to deliver you more leads, for as little money as possible. By linking your web conversion and traffic ads to a landing page that can capture key lead information, you’re boosting the campaign’s overall value to your company.