It’s no secret that Facebook is the most popular social media platform with more than 15 million active users in Australia alone. And when it comes to reaching these users, Facebook offers a range of paid advertising solutions with audience targeting capabilities that are second to none.

But with so many advertising options available on a platform that appears to be flooded with businesses reaching out to customers using native and video ads, carousel ads and Stories (and the list goes on), how do you create ads that cut through and convert?

Is Facebook worth it?

Facebook is readily accepted by users across a broad spectrum of demographics, so understanding how to leverage the power and reach of Facebook ads has never been more important.

As Facebook quickly becomes a key ingredient of any successful social media strategy, knowing how to find your audience and reach them at a time and with a message that suits them best is essential.

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Tips for running Facebook ads that work

We’ve already discussed the benefits of specific Facebook advertising options such as lead ads and click-to-call ads, so here’s a selection of our top tips to consider when you’re developing your next Facebook ad campaign.

The first thing you must do is clearly define the goal of your ad campaign. The clearer you are about your goals, the better your results will be. Goals don’t have to be as narrow as selecting one—you can experiment with ad campaigns based on multiple goals. Consider if you want to:

  • Drive traffic to your website?
  • Find more qualified leads?
  • Encourage users to engage and interact with your Facebook page?
  • Generate more sales?
  • Expand the reach of your business?
  • Develop brand awareness?

Facebook’s audience segmentation offers granular targeting options that let you define what your ideal customer looks like. Rather than just serve your ad to the masses and potentially throw away your advertising dollars, you need to closely consider who you are targeting to increase the likelihood of conversions.

A good way to approach audience targeting is to experiment. Here are a few ideas.

  • Start with a narrowly defined audience, watch the results and start to broaden it accordingly. For example, you could start with a specific interest and over time broaden your audience interests to reach more people.
  • Create different ads for groups related to different business goals. For example, you can adjust ad messaging or offer different promotions to existing customers versus new prospects.
  • If you are a local business such as a café or restaurant, try targeting by location or postcode.

Regardless of Facebook’s capacity to serve your ads to the people who matter most, it’s ultimately up to you to convince them to click. And a user’s inclination to take action on your ad will undoubtedly be influenced by the strength of your headline. Your headline sets the tone and expectation for everything to come—even when they click away from Facebook and to your landing page.

Headlines should be clear, concise, eye-catching and memorable. Customising your headline to include a compelling reason or specific benefit is a great way to capture attention. For example, rather than ‘Subscribe to our publication’ you could use ‘Subscribe for $1 per day!’.

While carefully chosen words can potentially make or break a Facebook ad campaign, your visual components are what will first grab attention and lure people to find out more. We can’t emphasise enough the need to avoid blurry or pixilated images or jumpy videos, particularly when there’s a mountain of high-quality images available on stock photo websites—and plenty of them can be downloaded for free.

When setting up your ad graphics, keep in mind Facebook’s 20% text rule. It’s well known that the lesser the text, the higher the reach of your campaign.

The Facebook pixel is a small piece of code that could dramatically improve the performance of your ad campaign by driving up your conversion rate and getting you a better return on investment.

Essentially, the piece of code is added to your website to track conversions from your Facebook ads, optimise ads, build lookalike audiences for future ads and remarket to people who have already taken an action on your website.

Even if you aren’t using Facebook ads just yet, we highly recommend installing the pixel on your website to start collecting data that so that when the time comes, you can create Facebook ads that are relevant, powerful and reach the right audience.

Engagement ads are an ideal way to target existing customers to help them stay connected with and loyal to your brand. They can drive traffic to your website, highlight new features or products, or offer a special promotion that encourages them to return to your website again.

We can’t stress this enough. Never make assumptions about what will work for your Facebook ad campaigns—always test your ads. Best practices and customers are ever-evolving and the only way to keep up is to split test your ads to determine what ads perform better in your audience segment. Ultimately this will results in your advertising dollars will be wisely invested.

Regardless of your ad goals, consider split testing your ad headline, graphic, copy and type (eg single image, video, carousel), so you can be sure your ads will get you the results you want.

Right up there with testing, tracking and optimising your ad campaigns should be a priority and is time spent wisely. Your dashboard provides a wealth of insights into the performance of your ads and from there you can tweak ads to get the winning combination.

We know there are plenty more factors that come into play when it comes to Facebook advertising but you’ve got to start somewhere, right?

Facebook ads work so make them work for you

While there’s no one-size-fits-all approach there’s no doubt about it, Facebook ads do work when they’re well planned and implemented. Consider your strategy carefully—from your objectives and audience you’re targeting, to your ad content, type and call to action. And always be mindful that while you may have a schmick ad campaign, if your landing page doesn’t hit the mark you may be losing qualified leads.

Build a winning strategy

Facebook is one of the best places to find qualified leads thanks to its vast user database and in-depth targeting features. Our expert team is highly experienced in developing Facebook advertising strategies that reach customers and deliver results, so contact us today to discuss your objectives and let us do the hard work.

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