Advertising on Facebook has become very popular over the last couple of years, and with good reason. With consumers becoming increasingly reliant on online sources and social media to assist in their purchase decision process, Facebook has become the most popular ad platform behind Google AdWords for online advertising.
With the ability to double your sales (see the success story of GOAT STORY
), to enabling businesses to recapture bounced traffic with Facebook retargeting, there's a lot to like about Facebook ads.
Stats show that business looks to companies specializing in Digital Advertising to assist them with their online advertising. In fact, over 50% of companies note that PPC advertising is an area they outsource given the complexity of planning, operating and producing true measurable value from these advertising networks ( DD&S 2015
Adopting a solid process with Facebook advertising (or any other advertising campaign) - whether you advertise internally or outsource, is important to ROI success. Consider the following: Match Ads to Goals
- Ads with different formats have different purposes. For ads targeting broad audiences, Facebook CPM ad types, may be an option provided they are positioned with calls to action such as “Learn More”. For highly targeted CPC ads, calls to action such as “shop now” or “sign up” are more appropriate. In each case the creative execution of the ad may be different based on the goal of your campaign. Love Your Ads If Your Audience Does
- Testing is an important rule for any ad campaign. The audience is always the judge – ‘The customer is always right’. Even if you love an ad the target audience may not. This means you will have different ads within Ad Sets.
Have a Great Landing Page
- If you're trying to get people to take an action on your web page, then it's crucial that your page (the landing page) actually be attractive with high converting text, images, and a call to action. Specific Targeting
- Simply put, you want your ads to be in front of the right audience rather than a huge audience. Facebook offers a number of targeting tools that are useful provided you have defined your “perfect” customer. Use Text in Ads Wisely
- Make your ads clear. Don’t repeat either your business name, the product, or some other important feature/aspects numerous times in the same ad. Make Your Advertising Work Hard
- Not everyone who visits your page from an ad will take the action you want, immediately. Use features such as Intent Pop Ups and Remarketing in order to place more opportunities in front of anyone who has clicked on your ads. Refresh Your Ads
- Take advantage of new formats. Exchange ad creative regularly when you see ad performance declining. Bottom Line:
Facebook is going to continue to develop into an even better place to advertise on. Ensure your ad process can evolve too … adopt a simple process to build from.