The 7 Keys to Facebook Ad Marketing Success

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;

  • Targeting
  • Funnels
  • Ad Formats
  • Budgets
  • Ad Creative
  • Split Testing
  • Tracking and Reporting

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 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.

facebook ad marketing
Targeting by location, demographics, interests, behavior, connections
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.

faebook ad marketing-custom audiences
  • 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.

facebook ad marketing- dynamic ad

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.

facebook ad marketing-lookalike audience

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

Facebook Marketing Funnel

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.

facebook vs google
Comparing Facebook Vs Google

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.

Carousel ad
Using Carousel Ad to Showcase a Product

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.

video ad

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.

image ad

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.

facebook ad marketing-lead ad

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.

facebook ad marketing-case study

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

facebook ad marketing-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;

  • Graphics
  • Videos
  • Text
  • 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;

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.

split testing
Using Split Testing to See the Best Result Between Product Image Vs People Image

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

marketing-tracking & 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.

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blank Collins Ighoben January 15, 2020 6 Comments

2020 Social Media Marketing Strategy

It is interesting to note that social media is a vital marketing channel for companies big or small. As a digital marketer, most things for you to do when starting your SMM on your niche or brand is for you to have a social media marketing strategy.

In this article, we are going to break down the social media marketing strategy you need to start your goals, engage your audiences and optimize your results. Below are the seven steps you need to do to run a successful social media campaign;

  • Set your social media goals
  • Research your audience
  • Create a social media mission
  • Research and Analyze your competitors
  • Create and curate an engaging content
  • Create a schedule for yourself
  • Assess your results, analyze and optimize

Set Your Social Media Goals

Set Your Social Media Goals

First, you need to figure out why you want to be on social media i.e. to get more leads/customers or perhaps it’s to drive more traffic to your website? Or to promote your products or services.

And on a related note, your goals will influence everything from which social networks you can tackle. Below are the lists of social media goals that businesses of all sizes can use to grow their business on social media.

  • Increase brand awareness
  • Drive traffic to your website
  • Generate new leads and impressions
  • Increase your revenue (by converting leads to sales)
  • Build a loyal community
  • Engage with your community (be timeless)
  • And staying ahead of your clients.

Research Your Audience

Going into marketing without researching your ideal customer is a dangerous game for a marketer. Understanding your target audience will make it easier for you to get the engagement or sales you want and thanks to social media analytics tools and demographic data and out there, it will make it very for you not to market to the wrong audience.

research your audience

For instance, if you’re into a health and fitness niche your target audience should be people that want to lose weight or stay healthy. A great approach for you to research your audience is to build a marketing persona, such as

  • Who is your target audience? (E.g. Age, Gender, Salary, Location, etc.)
  • What are their interests? (E.g. Entertainment, Sport, Information, etc.)
  • Which network are they into? (E.g. Facebook, Linkedin, Twitter,  Instagram, e.t.c.)
  • What type of content are they into? (E.g. posts, videos, Article, etc.)
  • And lastly at what time are they online? (E.g. weekends, daily, etc.)

And if your business has been running for a while, you most likely must have already a good sense of your targeted audience.

Create a Social Media Mission

When creating your social media mission you should put a lot of thoughts into it because it will reflect on your social media presence and brand identity.

An example of your mission might be to use your social media to educate your followers about your niche e.g. how to lose weight or becoming an online entrepreneur. Once you have a mission you are on the right track but if your mission doesn’t align with what your sending or posting then you doom to fail.

Note that; businesses without a mission to guide them are surely doomed to fail. People follow an expert, not an amateur.

Research and Analyze Your Competitors

Research Your Competitors

Before you start creating your content for your social media networks or blog, you should have a good idea of what your competitors are doing or into, take a little bit of time to research your competition and analyze their approach.

Doing so might just require analysis tools to dig deeper into your competitors. Take note of what they are doing, what kind of content are they posting, how many likes or comments are they getting on average. Pay attention to how they are scheduling and positioning their business on social media so you can do something similar to stand out.

Note: The goal here isn’t to copy or steal your competitor’s ideas. Instead, it is to determine what’s working for them and see how you can implement it to work for you.

How to Find Your Competitors

The easiest way to find your competitors is through a simple Google search. Look up at your most focused keywords, phrases and see who shows up. Then, you’ll want to take a look at who’s active on social media. After you’ve found your competitors, quickly compare and analyze the competitor performance to your own.

How to Find Your Competitors

Create and Curate an Engaging Content

Create and Curate an Engaging Content

At this point, you should have a pretty good idea of what kind of content to create based on your niche or brand and you now know which social media networks to cover.

Now that you know who your ideal customers are and you’ve used that information to create your social media strategy. It should now be easy for you to create your content. Here are a few examples of content you could create:

  • Video Content (Across all networks, video content is among the most viewed and shared content on Facebook Youtube and Instagram)
  • Image
  • Blog posts
  • E-books
  • Infographics
  • News and so on

Note: To focus on only the type of content that aligns with your niche, as well as your social media mission. And your social media marketing strategy is centered on contents. So it is crucial that you create high quality, engaging content.

Create a Schedule for Yourself

Create a Schedule

Make timeless your top priority, so basically, you are investing 20-40min each day to your social media accounts. To start, create a list of all the types of content you want to post or share on an ongoing basis. Keep in mind that you don’t want to spam your followers (i.e. you don’t want all your content to be promotional).

This means 80 percent of your content should be educational or entertaining and 20 percent is sales-driven.

For example, a digital marketing agency might want to post a mix of content that includes tutorial content, guide, motivational quotes, educational content, helpful articles, and photos from their case study.

Once you have created a list of content ideas, start plugging those ideas into Google spreadsheet with date and time. And make sure you are communicating with your audience in a timely manner. To stay ahead of your audience, look into using a social media management tool to help you stay organized and save time.

Access Your Results, Analyze and Optimize

By accessing and analyzing your result you will see how your social media efforts are paying off and you’ll be able to see how many followers you’ve gained, how much traffic you are driving to your website, and how many engagements you are receiving through your social media analytics platforms. Here are some analytics that you will use

  • Followers/Likes (Shows the size of your audience)
  • Reach (Shows how many people are actually seeing your social media posts)
  • Engagements (The number of Likes, Comments, and Shares are receiving)
  • Clicks (The number time your audience click your content)

And look at your overall performance on a monthly basis, and analyze the data and then make tweaks to optimize them, and you will see what type of content drives the best results to your brand.

I hope with these few pointers you would be able to create a successful social media marketing strategy GOODLUCK!!!

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blank Collins Ighoben September 17, 2019 0 Comments