How to Use Facebook Ads Effectively
How to Use Facebook Ads Effectively
Ads, in general, are a great way to connect with customers, but Facebook makes it possible to directly and effectively reach your audience. Effective outreach translates into increased awareness and recognition of your brand and helps to close sales. Through a variety of tools and strategies you can best position your brand and your ads to reach existing customers and potential customers to grow your business. Learn how to effectively use Facebook ads.
Find Your Existing Customers
Use an existing newsletter or phone number list to reach your established customers with Facebook ads. You can upload a .csv or .txt file with your customer data, and if these individuals are on Facebook, you can target your ads to reach these users. This can help advance existing customers through your sales funnel.
Target Your Audience
The more you know and understand your audience, the more effective and targeted the ads you can create. Learn all sorts of useful information about your Facebook followers through Audience Insights. This free tool gives business page admins a glimpse into the status of their followers including their likes, location, age, gender, employment, relationship status, and more. Use this information to effectively target your audience with quality ads that speak to them.
Facebook also makes it possible to target users based on behaviors. Gaining an insight into the things your audience likes is useful, but actions are more significant than likes, so targeting users based on behaviors can prove to be extremely effective. For instance, you can target users who log in via a mobile device, use a specific browser, users who have made charitable donations or have taken other actions. This enables a very high level of customization and targeting to ensure you reach a very specific audience.
Exclude Certain Groups
Facebook makes it possible to target users who do not currently like your business page. By using the Power Editor tools, you can place ads and exclude users who like your page, which enables you to target new users and expand your reach. If you are launching a like campaign, you can create ads directly targeted to users who may not be familiar with your business and ensure you are not reaching out to users who already follow your page.
Facebook provides a wealth of information to help you find your audience, and they continue to constantly track data. Under ad manager, it is possible to run reports for specific date ranges to determine the age and genders that are responding to your ads. Using this information, you can double-down to ensure you continue to reach your desired audience or adjust your plan if you realize you are missing an important segment.
Put Pixel to Work
Facebook Pixel is another analytic tool that provides a view into conversions and your customer’s purchasing habits. When a user clicks one of your Facebook ads, and is redirected to your site and takes action, like making a purchase, Pixel will track this data. The Pixel tool then uses this information to fine-tune how the ads are delivered to your audience in order to optimize conversions.
Find the Right Placements
Facebook offers a variety of areas where ads can be placed: the right column, desktop news feed and instant articles, all of which only appear for users on a laptop or desktop, as well as mobile news feed, in-stream video and stories.
Each placement allows you to connect with different demographics. You can opt to have Facebook select your placements, or you can decide where your ads appear. For instance, if you know most of your customers are accessing Facebook through the smartphone app, you likely want to avoid ad placements that only appear when users are logged in on the desktop version.
Deconstruct Existing Ads to Build New Ads
This method is essentially a form of A/B or split testing. It evaluates the ads you currently run to learn more about what works and what does not work. Take your best performing ad and repurpose it with a single change. For instance, edit the call to action text or swap out the imagery and run the new, updated version. Make sure not to change any other variables, such as the placement or timing.
Track the metrics to see how the updated version compares to the original. Go with the version that resonates and achieves the most engagement with your audience. Continue to fine-tune and tweak the design of your ad to improve the effectiveness. If a change fails to resonate with customers and just isn’t pulling in clicks and engagement, go back to the previous version and try again with a different change. When you have zeroed in on the most effective ad, mimic this structure in future ads.
Get Started Using Facebook Ads Effectively
Do you have any tips or insight when it comes to effectively using Facebooks ads? Reach out with your comments and questions if you want to learn more! We can help you create a tailored plan to put Facebook ads to work promoting your business.