A deep dive into Fb Adverts: The best way to Create, Optimize, and Take a look at Fb Adverts
As a savvy internet user, you might think that nobody clicks on Facebook ads.
You are wrong.
Facebook is well on its way to generating over $ 60 billion in advertising revenue this year.
Someone clicks.
How do you get them to click on your Facebook ads? More importantly, how do you get them to buy your product or to sign up for your email list?
Many marketers who have tried Facebook ads, especially in their early days, decided that Facebook ads weren't working.
Don't believe them.
If you are new to Facebook, get started with this Facebook Marketing Guide. Then return to this post for an in-depth look at advertising.
This advanced Facebook guide will tell you which companies are best for Facebook ads and how to run successful campaigns.
We cover the most common mistakes marketers make and the biggest factor in your ad's success.
You can learn more and create your first ad at Facebook.com/advertising.
How do Facebook ads work?
Facebook ads now come in different flavors. You can promote your Page, posts on your Page, user-taken actions, or your website yourself. Despite Facebook's increasing focus on native ads and keeping traffic on its website, you can continue to successfully send users to your website.
There are also different ad formats including pictures, videos, carousels (multiple pictures), instant experiences, and collections.
Facebook ads are targeted at users based on their location, demographics, and profile information.
Many of these options are only available on Facebook. After creating an ad, you set a budget and bid for each click or thousand impressions your ad will receive.
Users will then see your ads in the sidebar on Facebook or in their news feed.
This guide will walk you through the best practices for creating CPC ads that drive traffic to your website.
Facebook's other ad options are great for increasing engagement and brand awareness. However, ads that take users off the site are still the best option for direct response advertisers looking to make a sale.
Who should advertise on Facebook?
Many companies fail on Facebook ads because they don't fit well. You should always test new marketing channels, especially before demand drives prices up. However, consider whether your business model is a good fit for Facebook.
In the past, Facebook ads were more like display ads than search ads. However, newer ad versions such as product ads allow advertisers to sell products directly to users.
Here are some types of businesses that are likely to be successful with Facebook advertising.
Company with Low-friction conversions
The companies that are successful with Facebook ads urge users to sign up and not buy. You need to use low friction conversion to be successful.
A visitor to your website did not search for your product. You clicked your ad on a whim. If you rely on them to buy something right away to drive a positive ROI on your ad, you will fail.
Facebook users are moody and likely to click on Facebook again if they ask for a big commitment (purchase) beforehand. Instead, stick to simple conversions like signing up for your service, filling out a quick lead form, or sending an email address.
Even if you are selling products and not services, you should focus on an intermediate conversion like signing up for a newsletter. Then you can upsell later via email marketing or Facebook retargeting ads.
Daily deal websites like Groupon, AppSumo, and Fab are good examples of companies that can be successful with Facebook advertising. After clicking on one of their ads, you will simply be asked for your email address. They'll sell you a deal later.
Business model with a long sales cycle or small purchases
Even if all you ask for an email address initially, you may need to make money off of those users in order for your ads to be profitable.
The best business model suitable for Facebook Ads will generate revenue from its users over time, not all of them at once. A user may have given you their email address, but you need to build more trust before they're likely to buy anything.
You shouldn't rely on a big purchase. Several smaller purchases are ideal.
Daily deal and subscription websites are great examples of business models that can thrive on Facebook. Both have customers whose lifetime value spans six months or more.
At Udemy, they focus on getting users to sign in on their first visit. With the goal of being profitable on ad spend in six months (not a day), they turn Facebook users into long-term customers.
You aim for an amortization of 20% of the advertising expenditure on the first day and an amortization of 100% in six months. These numbers can serve as a rough guideline for your business.
How to target Facebook ads
The biggest mistake most marketers make with Facebook ads is not targeting them properly.
Facebook's ad targeting options are unparalleled. You can target by demographics and create custom or similar audiences to target users who are similar to your best customers. You can also use retargeting ads to target users who have interacted with your page or visited your website.
On Facebook, you can address users directly by:
- place
- Age
- gender
- Interests
- links
- relationship status
- languages
- education
- Jobs
Each option can be useful depending on your target audience. Most marketers should focus on location, age, gender, and interests.
place This option allows you to target users in the country, state, city, or zip code that you serve.
Age and gender Targeting should be based on your existing customers. If women between 25 and 44 make up the majority of your customers, target them first. If they prove profitable, you can expand your targeting.
Interest orientation is the most powerful but abused feature of Facebook ads. When creating an ad, you have two options: broad categories or detailed interests.
Broad category targeting
General categories include topics like gardening, horror movies, and consumer electronics. Recently, Facebook added newer goals like Engaged (1 year), Expecting Parents, Away from Hometown, and Has Birthday in 1 Week.
Broad interests seem like an efficient way to reach a large audience. However, these users often cost more and spend less. You also need to install the Facebook pixel.
This used to be an ineffective way of reaching audiences. However, adding Facebook pixels and dynamic ads makes this far more effective.
It's worth testing; However, a detailed focus on interests is often more effective.
Detailed interest rate alignment
With detailed interest targeting, you can target users based on information in their profile, including "Likes and interests listed, the pages they like, apps they use, and other profile content (timeline) they provide" (according to Facebook ). Get the best ROI with detailed interest targeting.
Facebook has an amazing array of interests, from Harry Potter to underwater rugby. The hard part is choosing the right ones.
When targeting detailed interests, Facebook will indicate audience size and other suggested preferences and interests. You have no competition data. Once you've selected interests for an ad, Facebook will display a suggested overall bid.
Many marketers target the largest possible groups.
This is a mistake. These groups are more expensive and less targeted.
Instead of focusing on general terms for your niche like “yoga” or “digital photography”, focus on specific interests. Find out what magazines and blogs your customers read, who they follow on Twitter, and what related products they buy.
By using such laser focused interests, you will reach the people who are most interested in your topic and are most willing to spend money on it.
For example, if you're looking to sell a new DJ course, don't target just a "disc jockey" interest.
Instead, create ads for DJ publications like DJ Magazine and Mixmag. Then another ad was created for DJ brands like Traktor and Vestax.
Combine smaller, related interests into a group with an audience of 50,000 to over 1 million. This structure creates ads with a large audience that are likely to convert.
Advanced tip: Use Facebook login as a login option on your website. When users connect through Facebook, you can analyze their interests. Index these interests based on the number of fans on their respective Facebook pages. You are left with your high-affinity interests.
Facebook lookalike audiences
Facebook not only offers you the opportunity to address users directly, but also lookalike target groups.
What are Facebook Lookalike Audiences? These are Facebook users who are similar to your current users. You'll need Facebook Pixel or other custom audience data like an email list. Then you can ask Facebook to find similar users.
They are highly customizable. For example, you can create an ad for "new customers" and then exclude current customers from seeing your ads.
Check out this Facebook page to learn how to create lookalike audiences.
Retargeting with Facebook ads
Retargeting ads can help you reach customers who are already familiar with your brand. You can double that by creating dynamic ads that show people items they're likely to be interested in.
For example, you can redirect users who visited your website, left items in their shopping cart, or clicked on an ad.
To create a retargeting ad, you must first install the Facebook pixel. Follow this guide on Facebook's Business Center to get started.
Images for Facebook ads
The most important part of your Facebook ad is the picture. You can write the most brilliant copy in the world. However, if your picture doesn't stand out, you won't get any clicks.
Do not use low quality images, generic photos, or images that you do not have rights to use. Don't steal anything from Google Images. Don't use your logo unless you are a famous brand.
After we got the no out of the way, how should advertisers find images to use? Buy them, make them yourself, or use them under a Creative Commons license.
Below you will learn which image types work best and where to find them specifically.
People
Pictures of people work best. Preferably their faces. Use close-ups of attractive faces that are similar to your target audience.
Younger is not always better. When targeting retirees, test pictures of people over 60. Using a pretty 25 year old girl would not make sense.
The ad images in the Facebook sidebar are small (254 x 133 pixels). Make sure to focus on someone's face and crop it if necessary. Do not use a blurry or dark picture.
Use this ad image guide on Facebook to see the size requirements for other ads such as: B. Desktop News Feed, Mobile News Feed, Instant Articles, Articles, etc.
Advanced tip: Use pictures of people looking to the right. People follow the line of sight of the subject and are more likely to read your ad text.
In addition to models, you can also introduce the people behind your company and introduce some of your customers (with their permission, of course).
typography
A clear, readable type can also attract clicks. Bright colors make your ad stand out.
As with a copy of text, use a question or express a benefit to the user. Treat the text in the picture as an extension of your copy.
Funny
Crazy or funny pictures definitely attract clicks. See I Can Has Cheeseburger, 9GAG, or a popular meme.
Unfortunately, even with descriptive ad text, these ads don't always convert well. When using this type of ad, be on a low budget and closely track performance. They will often attract a lot of curious clicks that won't convert.
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How to create pictures for Facebook ads
There are three ways to find images: buy them, find images that are already licensed, or create your own.
You can buy photography from many locations including iStockPhoto or Big Stock. Do not use photos that look like photographs. No generic business people or stark white backgrounds, please.
Users recognize photos and ignore them. Instead, look for unique photos and give them personality by cropping or editing them and applying filters. You can use Pixlr, an online image editor, for both.
If you don't have the money to buy photos, you can search for Creative Commons licensed images.
The third option is to create the images yourself. If you are a graphic designer this is easy. If you don't, you can still create typographic images or use simple image editing to create something original from existing images.
Rotate ads
Each campaign should contain at least three ads with the same interest targets. Using a small number of ads will allow you to collect data on each one of them. Only one or two ads will get many impressions for a given campaign. So don't run too many ads at the same time.
After a few days, delete the ads with the lowest click-through rate (CTR) and repeat the winners to continually increase your CTR.
Aim for 0.1% as a benchmark. You'll likely start closer to the 0.04% average.
Write a successful Facebook ad copy
After people see your picture, they (hopefully) read your ad text. This is where you can sell them for your product or service and earn their click.
Despite the limitation to 40 characters and 125 characters, we can still use the famous copywriting formula AIDA.
- (Attention: Draw users into the ad with an attention-grabbing headline.
- (Interest: Get the user interested in your product by briefly describing the main benefits of using it.
- (Desire: Create an instant wish for your product with a discount, free trial, or limited time offer.
- (Action: End the ad with a call to action.
AIDA fits a lot in 165 characters. Write five or ten ads before you can insert a brief sales pitch into the ad.
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Bid on Facebook ads
As in any advertising network, strategic bidding can mean the difference between winning and failing the test.
After you've created your ad, Facebook will offer a recommended bid range. If you're just starting out, set your bid near the bottom of this range.
Your click-through rate quickly determines the price you have to pay for the traffic. When your CTR is high, your recommended bids will decrease.
When your CTR is low, you have to bid more for every click. Optimize your ads and goals to continuously increase your click-through rate.
In addition to the click volume, your bid also determines how much of your target group you can achieve.
Facebook has a great chart for each campaign that shows the size of your target audience and the number of audiences you have reached.
If you increase your bid, your ad will reach more audiences. If your ad is performing well but you're reaching less than 75% of your audience, you can increase your bid to get more clicks.
If your target audience's penetration is high, increasing your budget will increase the frequency of your ad: how often will it be seen by a target user?
Landing pages for Facebook ads
One click is just the beginning. The visitor still has to convert.
Make sure you send it to a targeted, high-converting landing page. They know their age, gender and interests. So show them a side that solves their problems.
The landing page should also have the registration form or email submission box that you are tracking as a conversion.
Focus the landing page on that action, not the sale later. If you want visitors to sign up for your newsletter, show them the benefits or offer a free gift for their email.
How to Track Facebook Ads Performance
Facebook no longer offers conversion tracking. Facebook's ad manager is great for data within Facebook, but it cannot provide information about users who have left the website.
To properly track the performance of your Facebook campaigns, you need to use an analytics program such as Google Analytics or your own back-end system. Tag your links with Google's URL builder or your own tracking tags.
Conversion tracking
As mentioned above, be sure to separate the campaigns by stakeholder so you can see how each campaign is performing.
You can track them with the utm_campaign parameter. Use the utm_content parameter to differentiate between ads.
Ad-level tracking is useful when you're testing eye-catching images and before you've set a base CTR and conversion rate.
Performance tracking
You also need to monitor your performance through the Facebook interface. The most important metric to track is the click rate. Your click-through rate affects both the number of clicks and the amount you pay per click.
Ads with a low click-through rate stop showing or become more expensive. Ads with a high click-through rate generate as many clicks as you can budget. They will also cost less. Keep track of CTR based on interests and ads to see which audiences are performing best and which ads are resonating with them.
Note: Even the best display will perform worse over time. The smaller your target audience, the faster this will happen. Usually your traffic will decrease in 3-10 days.
If so, update the ads with new pictures and copy them. Duplicate your existing ads, then change the image and ad text.
Do not Edit the existing ad. Delete any existing ads that are not getting clicks. The next day, the new ads will show impressions and clicks.
Monitor the performance of images over time to see which have the best CTR and keep traffic going the longest. You can turn back powerful images every few weeks until they no longer click at all.
Conclusion
Despite the learning curve, Facebook advertising can be a great marketing channel for the right company. The main points to remember are targeting interests, using eye-catching images, smooth user conversion and keeping track of all data.
After a week or two of learning what works for your business, you can start generating a steady source of Facebook conversions.
What are your best Facebook advertising tips? Share them in the comments.