7 Ways to Optimize Your Facebook Marketing Strategy
Facebook (NASDAQ:FB) advertising can be overwhelming, especially if you are working on your first campaign. Before you jump in and get started, use these Facebook marketing tips to help you make the most of your time, effort, and budget.
Facebook Marketing Tips
Start with a Clear Goal
Before you can create any kind of successful Facebook advertising campaign, you must define your goals and the metrics you’ll need to measure to determine how successful the campaign is. This will set the stage for the methods you’ll use to optimize the campaign, so skipping this step will be costly to your ROI.
Common Facebook advertising goals include:
- Generating sales: Your approach will vary depending on whether you’re in the B2C or B2B sector. When in the B2C, your best bet is to use page post ads to promote in the news feed, where you can use larger images to promote your products and services. When in the B2B sector, you should use both page post ads and right-hand column ads to focus on acquiring more leads you can nurture through the sales funnel to convert to sales. Your goal is to send more traffic to your website or landing page, and you should target based on interests, age range, and gender (if appropriate.)
- Building more brand awareness: Use page like ads to get more likes for your page. You should aim for likes only from highly targeted people, so it means using targeting competitors, similar interests, and custom audiences to get newsletter subscribers to like your Facebook page. Exclude people who are already fans of your page to avoid wasting ad spend.
- Getting more engagement on your posts: Use link ads, photo ads, and video ads to get more engagement for your posts. Your ad creatives should be extremely visual with stellar photos. If you’ve built a relevant audience, start by advertising to them. If not, target people who fit your ideal customer persona based on interests, age, gender, and purchasing behaviors.
- Getting installs of your mobile app: Use the mobile app ads for install ad type. Once your app is published in the app store, you should implement Facebook event tracking. Use app screenshots in your creative, and target based on the audience you believe to be most interested.
- Increasing app usage and profit: Use mobile app engagement ads. These people have already installed your app, so be specific as possible and use the ad to direct users exactly where you want them to go. Use custom audience targeting. Use event tracking in your app so you can see what each user is doing and use that to target them precisely.
Keep Desktop and Mobile Ads Separate
Facebook gives you the option to run various ad types in different locations. You can run on mobile newsfeed, desktop newsfeed, right column, and Instagram. It’s a good idea to keep your desktop and mobile ad campaigns completely separate, even if you’re aiming to achieve the same goal.
Keeping them separate allows you to optimize your ads, bids, and conversions based on device. Your ads and calls to action are likely to perform differently on desktop than they would on mobile, so your ad setup needs to fact that in. If you’re using the Power Editor to design and build your ads, then you can choose the device targeting on the ad set menu.
Test Different Images
Images will draw attention to your ads, but no two images will perform the same way. That’s why you should test the same ad copy with different images, to see which ones your audience responds to better. Then, stop running ad campaigns that use the images with the lower click through rates and conversions, so you can maximize your ROI.
Use Lookalike Audiences
A Facebook Lookalike Audience is a list of users who have similar characteristics to your website custom audience. You can use it to find other people who are already like your customers, or to find people like the ones who are already like your page.
If you want to create a lookalike audience, login to the Facebook ads manager and click audiences. From there, click “Create audience” and choose “Lookalike audience” from the dropdown menu.
Then, choose the source of your look alike audience, such as the people who already like your page, or the people who’ve visited the thank you page on your website. Choose your target company, and select your audience size. The smaller audience size you choose, the more targeted it will be.
Use the Remarketing Pixel
Any potential customers who’ve visited your website from any traffic source, but didn’t convert, are likely comparing prices and providers. They’re in the research phase and are trying to get the best possible deal. So, by the time they’re ready to actually make a purchase, chances are high they’ve forgotten about you.
The Facebook remarketing pixel allows you to target people who’ve visited your website in the past on Facebook with ads. This is an excellent way to make the most of traffic that originally came to you from AdWords. All you have to do to setup a remarketing pixel is login to your Facebook advertising manager, click on Audiences, then click “Custom Audience and Website Traffic.” From there, you’ll be able to start the process of creating a remarketing pixel.
You’ll need to install the code in the footer of your website. It may take a day or so to start pulling in data, but you can then go back to your website traffic menu and choose “people who visit specific web pages.” From there, you’ll be able to create lists of people who are visiting a certain page on your website, and target them or exclude them from your campaigns.
One of the best ways to make use of this is to exclude anyone who has visited your thank you page, since they have already converted. You’re not wasting time or money advertising to them.
Target Your Email List
Facebook lets you create a custom audience based on your email list. Create a .CSV or .TXT file with a single email address per row. Remove any other data your email marketing platform includes in your exported file.
Click “Audiences” and click “Create Audience.” Then choose “Custom Audience” and “Customer List”. From there, you’ll be able to upload your list.
You can also upload a list of phone numbers and target those people on Facebook ads, but it only works if their phone number is listed in their account. You can create a lookalike audience based off of these targeted lists, too.
Schedule Your Ads
On Facebook, you can segment your ads by days and hours, if you have a lifetime budget, rather than a daily budget option. This issue is why many businesses aren’t using this feature. If you use this approach, you’ll need to think of the total budget of your ad set. If you don’t have a successful performance pattern over time, then don’t use this setting. It’s not a good option for the first run of an ad for testing purposes.
If you have an ad you know works, you can set up the days and times you want it o run in the budget and schedule section of your ad set.
Use Carousel Ads
If your audience seems to respond well to a series of product images, you can combine those images into a single ad with the carousel ad. This is a newer ad type that allows you to show more than one image at once within a single ad. Ecommerce brands can use dynamic product ads that allow them to cross-sell complementary products, or even retarget customers who click through to their websites, but don’t make a purchase.
Ecommerce brands can also improve their Facebook marketing strategy using multi-product ads. This allows you to show multiple products in a single ad, giving customers more to choose from. You can also use these ads to show different benefits of a single product. An Adobe study showed these ads are more cost efficient per acquisition, saving you up to 35 percent in cost per click because of higher engagement. And, they can boost your click through rate as much as 50 percent to 300 percent.
Advertise on Instagram, Too
Since Facebook owns Instagram, you can create the same ads on Instagram that you can run on Facebook. You can choose to run your campaigns solely on Facebook, or duplicate them on Instagram. If you know your audience can be found there too, then it’s a good way to build more traction.
The key with Facebook is to segment, and run multiple ads on a small scale to see what works before spending more money. Always be testing, and paying attention to your conversions.
Facebook Photo via Shutterstock
This article, “7 Ways to Optimize Your Facebook Marketing Strategy” was first published on Small Business Trends
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