With all of the updates that regularly change within Facebook’s algorithm, it may feel like organic traffic is becoming increasingly sparse for your business page. Even visibility of your posts to people already following your business page seems to be getting less and less. However, if you rely on organic traffic and engagement with your content, having a paid strategy will help increase traction to your Facebook and Instagram posts. Perhaps you’ve tried “Boosting a Post” in the past, but it hasn’t yielded the results that you expected. A proper paid strategy through Facebook Ads will be key to increasing brand awareness, gaining new leads, and convert leads into customers. Here’s how to ensure that your Facebook Ads are set up to maximize results.
Determine Your Objective
When creating a Facebook Ad, the first thing you have to choose is your objective. Your objective should align with your goals and purpose for your ad campaign. There are going to be four main objectives that we typically use for most businesses:
- Traffic – driving more traffic to your website content through clicks
- Engagement – having your audience engage with your post for more Likes, Comments, and Shares
- Conversions – capturing email addresses, acquire leads, selling your products
- Video Views – promotions that increase video views and watchers
Facebook will optimize your audience to put your ad in front of the people who are most likely to click, or engage, or submit their contact information through conversions. That’s why it is important to choose the right campaign objective to maximize intended results.
Whether you’re looking to increase brand awareness, video views, or drive more traffic, it’s imperative to set goals for what you want to accomplish with your ad campaign, and ads moving forward.
Set Up Your Facebook Ads for a Highly Targeted Audience
This is your opportunity to advertise to an audience who are most likely to be interested in what you have to offer; either valuable content, or your product or service. However, for best results, build your customer profile ahead of time so you know exactly who you are targeting.
Defining your ideal customer can help with so many aspects of your marketing. Once you know his or her demographic, interests, “pain points” and objections to sale, you can start developing content and writing ads that truly connect with your audience’s needs. For example, if you are selling gym memberships for your fitness centre, an Facebook Ad for 20-year-old women won’t have the same connection and affect that it would to a 55-year-old man.
Under the “Detailed Targeting” section, you may choose interests that are relevant to your ad. After choosing a few, clicking the “suggestions” button will be very helpful in expanding these interests to create a broader audience.
[Free PDF Download] Here’s the Framework I use to help you create the ideal Customer Profile
It doesn’t have to be just one ideal customer either. Create multiple customers segments that are appropriate for your business, so you can start using Facebook’s Audience Targeting system to the fullest.
Create Your Own Custom Audience
When you have the Facebook Pixel installed on your website, effectiveness of your ads dramatically increases. You have the ability to create something called a “Custom Audience”, which means instead of marketing to your audience based on Facebook’s data of people’s interests, you’re now using your own data based on people who have visited your website, or even specific pages.
Within your Ads Manager, navigate to the hamburger menu at the top left, and choose Audience under the Assets column, and click the blue “Create Audience” button. Furthermore, if you have a customer email list already, you can also import those contacts into Facebook, and Facebook will match their email address with their Facebook profile.
Custom audiences provide plenty of opportunity to nurture your audience with retargeting campaigns and new offers.
Use Call To Actions
Having a clear Call To Action is imperative for your ads. It means that your message needs to include an instruction of what you want your customer to do. Do you want them to read your post? Buy your product? Watch your webinar? It doesn’t necessarily have to be in these exact words but ensure that you’re clear with the action you want them to perform.
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