Facebook is a highly profitable advertising platform for marketers to run their Facebook ad marketing campaigns. And with more than 2.45 billion users on Facebook, and nearly over 1.8 billion users every day online. Facebook is now a competitive platform for advertisers who wants to run their ads. The problem is, with time and money on the line, there’s not much room for errors. And if we’re being honest here, it can get a little bit confusing and in fact annoying when you are not getting a result.
And with these seven keys to Facebook ads success listed below, you will learn the necessary and important steps you need to know to run a successful Facebook Ads and avoid common mistakes most marketers are making;
- Ad Formats
- Ad Creative
- Split Testing
- Tracking and Reporting
This marketing infographic below briefly summarized The 7 Keys to Facebook Ad Marketing Success
The First Key Targeting
It simply means getting your ads in front of the right audience. It is not only the first key to success but the most important and vital part of marketing and also where I recommend you put your most attention. And the simple reason targeting is important in Facebook ad marketing is because there is such a massive audience on Facebook with over 2.45 active billion users worldwide.
For example, if you want to get over 450,000 customers from that audience over 2.45 billion users on Facebook, we are talking about a very tiny percentage of that audience. So you need to be focused on who you put your ads in front of and also keep in mind that Facebook is an advertising company and if you hand them money they will spend. So it is up to you to put your ads in front of the right audience if you want to get a better result.
Three Ways to Target Your Facebook Ad
The First Way is Core targeting
This is the means by putting your ads in front of the people near you, by location, demographics, interests, behavior, connections e.tc. When this first came out it was a game-changer of marketers because Facebook has all this information from us when we create our Facebook accounts. However, the Facebook ad game has changed over the years.
The Second Way is Custom Audience
This is a new type of targeting that is even more powerful in Facebook ad marketing and if you are not using this, well! then you are seriously missing out. Because Custom Audiences allow you to target people on Facebook you already have a relationship with, like your website visitors, people who have engaged with your content or posts and people who installed your app. In terms of the different types of custom audiences, there are many different ones but the general thing that links them together is retargeting or remarketing.
- Website Custom Audience: Use to retarget people who have already engaged with your website. These are high-value audiences because they already have an interest in your niche. FYI before you can create a website custom audience you most have the Facebook pixel installed on your website and how do we do that. To install the pixel on your WordPress website you most first installed this free plugin called “Pixel Caffeine” or insert code to every page on your website but I recommend the plugin because it’s free and easy to use and doesn’t take up much space like coding does and which is the one I’m currently using. Once installed, copy the pixel ID from the Facebook ad manager on the pixel section and paste it on your WordPress site and activate it. Once you’ve installed the Facebook Pixel, you can simply go to the Audience Manager and create a Custom Audience based on your past website traffic. Examples of website custom audience you can create are;
- Everyone who visited your website
- People who visited specific pages of your website
- who visited the checkout page but do not proceed to payment
- People who haven’t visited your website
- Email List Custom Audience: Use to retarget people who have already opt-in to your mailing list or newsletter subscribers. Create an audience by importing people or contacts from your CRM Software like Mailchimp (it’s Free).
- Page Engagement Custom Audience: Use to retarget people who have already engaged to your Facebook page, people who have engaged in your content or posts or people who do not engage in your content or Posts.
- App Engagement Custom Audience: Use to retarget people who have already installed your App or engaged with your App but you need to install the Facebook SDK before you can enable that is essentially the equivalent of a Facebook pixel.
- Video Views Custom Audience: Use to retarget people who have watched your video that you put on Facebook, for example, using the lead ad to generate lead from your campaign.
Okay, let’s break it more down for you, by looking at some used case study. For example an eCommerce site. Let say we want to remarket to people who have visited our online shop, we can do that by making it more personalized by using this type of remarketing called dynamic product remarketing to show facebook carousel ads containing the products the user viewed on your website as shown below.
So that’s just one example you can do it in a tore of different way but you can see the power of remarketing using this custom audience listed above over just targeting people my interest who may be interested in your products but haven’t even taken the step to visit your website.
The Third And Final Way is Lookalike Audience
These are really marketer best friend because they allow you to scale your marketing effort extremely and efficiently. So a lookalike audience helps you to reach people who are like your current customers, website visitors and Facebook follows or fans.
What it actually do is you use the source audience like people who have visited your website over the past 30 days or one of the custom audience that you’ve created and you use that to find similar people on Facebook. So, for example, I have a source audience of 20,000 people and I was able to scale that into a targeted audience of 2.5 million people who are similar to that 20,000 people who have visited my website.
How To Start From Scratch: So how to start from scratch if you don’t have any visitor to your website or engagement to your Facebook page. The process will be running an ad starting using core targeting, then get those people to maybe visit your website or like you’re your Facebook page you can create a custom audience of those people and then on the back of that you can create a lookalike audience
The Second Key Funnels
From one of my mentor, Daragh Walsh from The Complete Digital Marketing Course Explained what is a Facebook marketing funnel and how does it really applied to Facebook, from the image above inside the ad create tool you can see three columns there under marketing objective “Awareness”, “Consideration” and “Conversion” this is essentially the path that your customers take, firstly they become aware of your products or services, and then they actually consider taking an action like watching a video, engaging to your contents, visiting your website and then finally they will covert, make a sales or sign up to you newsletter.
That’s the types of Facebook marketing funnels because Facebook ads and the Facebook platform is actually different than Google and Google Adword, you don’t hear a lot of people talking about funnels in Google that’s because when people go to google they type in something like sport wear because they want to buy sport wear and over on Facebook people don’t search for products and don’t browse my newsfeed because people are only there to connect with friends and that’s why you must make people aware of your product first in facebook then start to move them down the funnels towards the sales.
The Third Key Ad Format
This is an important key to run a successful Facebook ads campaign and most marketers ignore this which I will advise you not to do. Because you want to match your ad format to your objective and there is a lot of different ads format on Facebook.
Carousel ad: it allows you to upload a series of up to 8 images or videos in a single ad, and each can have its own link. It’s the ideal format for showcasing multiple products or services, telling a story, or demonstrating a product use.
Video ad: This ad is used to demonstrate a product or video guide. Also, this ad has the ability to catch the eye of scrolling users on Facebook and it’s one the most popular and best ad to use.
Image ad: It’s been the basic ad format since the beginning. It allows you to include an image below your post, followed by a URL, headline, and sub-headline, then a call out action button of your choice.
Lead ad: This ad is used to generate new leads or new calls. Instead of sending users to your website, they are sent to lead form, pre-populated with all the information they’ve already shared with Facebook when they register to Facebook.
This ad is very easy to convert leads to sales through cold calling or email. For example, using our recent case study from the image below; we were able to generate sales for our client, using lead ads. Our client doesn’t have a website but we were able to generate calls for her which convert to sales. In the aspect of our targeting, we target people in her location base on interest, demographics, and behavior within a 15mile radius. And we were also able to minimize the ad spent.
Here are some basic rules you can follow to do a successful ad format;
- Traffic = Link or Carousel ad
- Video views = Video ad
- Collect Leads = Lead ad Form
- Conversions = Link ad (Pixel)
- Post Engagement = Image ad
The Fourth Key Budget
The key question people really ask is how much does it cost to advertise on Facebook. The first thing to do is to check the minimum ad spent on Facebook and define a revenue goal for your campaigns. It seems like a simple move for professional marketers, but you’d be surprised how often marketers skip this step. Instead, they throw money into Facebook without getting the result they want. Minimizing your budget is one of the major keys to Facebook ad success; get more insight here.
Here is a guideline you can use to match your budget to your goals. Note use these as a guideline only;
- Facebook Fans: Budget $.50c per fan
- Email Subscribers: Budget $1 per subscriber
- Website Traffic: Budget $.35c per website visit
- Product Sales: Budget $30 per conversion
- App installs (free app): Budget $2 per install
The Fifth Key Ad Creative
Ad creative is an object that contains all the data for visually rendering the ad itself i.e. is what people actually see in their newsfeed can include things such as;
- A call-to-action button
It also one of the vital keys to run successful Facebook ad campaigns because it will decide whether your ad campaign succeeds or not. Keep in mind that if your ad isn’t eye-catching to your targeted audience they won’t end up clicking through which will result in a poor conversion or poor CTR (Click through Rate). Using this four-part listed below I’m confident you will able to create a great ad creative;
- It needs to be visual: (remember that there is going to be a competition for eyeball in the news feed so it needs to catch attention such as nice eye-catching image what really stands out).
- It needs to be relevant: (Because the image needs to be related to what the product or service is about like the image above).
- The ad should include an enticing offer: (something that’s going to catching your targeted audience’s attention).
How to Set Up Your Facebook Ad Creative
Setting up your Facebook Ad Creative in the ad campaign creation process, you can select between several types of ad creative, depending on your marketing objective. Facebook allows you to select and multiple image ads to find the best-performing option. We suggest that you test some ad elements too. To select ad images, you have three options:
- Upload a picture from your computer
- Browse your library to reuse a picture you had previously uploaded
- Or select images from the free stock image library on Facebook
The Sixth Key Split Testing
Split testing is all about maximizing your budget to find out what is most effective in terms of ad copy, imagery, targeting e.t.c. when running your ad campaign you want to test different variables in your ads such as delivery optimization, audiences, placement. So you can see what works best and improve your future ads campaigns.
For example, you can have two images and test which ones get more clicks you can see there is a product here in the image above using the product you can test which one performs better. And the great thing is that its very easy to set up on Facebook. You can also use the audience to split tests to identify your most profitable audiences. Here are some example of the split test you can run;
- Ad Creative: Headline, Image, Landing Page, Placement
- Targeting: Country, Gender, Interest, Custom Audience
- Other: Ad Type, Bid Type and so much more
And Finally, the Seventh Key Tracking And Reporting
The first thing to do is to define success for yourself, what are your business goals, for example, can you really get sales through email if that’s the goal then start to set up KPI’s for those ad work on email subscriber that makes sense then you assess the results and in terms of the metrics like CPM, CTR and CPC what’s really important is the cost per the desired action.
Final thing if you want to track conversion and see how many people from Facebook buy a product from your store you need to have a Facebook pixel set up and you can track this through Google analytics.
In WebbieKoala, we track our Facebook Ad Marketing campaigns in Google Analytics which allows us to improve attribution from our ad set all the way through to a conversion. In terms of tracking and reporting is all about testing using reporting as a feedback loop to improve the next campaign. I will advise you to set aside a budget and experiment but don’t expect a massive result.
Using this seven-step as a guide to run your Facebook ad marketing campaigns I’m sure you will be able to see a tangible result, but if you are looking for a professional marketer to run and manage your ad. Please give us a call or contact us.