Successful Facebook Adverts
At the Northamptonshire Chamber of Commerce Exhibition last year, I had the privilege of presenting one of the hour-long seminar slots. I chose to share insights on running Successful Facebook Adverts, a topic that was well-received by attendees. To provide even more value, I’ve condensed the key points of that seminar into this blog.
Why Facebook Adverts?
With 32 million Facebook users in the UK alone, it’s easy to see why Facebook adverts are such a popular marketing tool. Yet, many ads still fail to achieve their desired results. In my experience, the primary reason for this is that the advertiser is not specific enough. We’ve all seen marketing materials crammed with every possible product or service to “cover all bases,” but this approach simply doesn’t work for Facebook.
The Importance of Who, What, and Why
Approach your Facebook advert campaigns as you would any other marketing strategy. The success of your campaign depends on being laser-focused on what you want to achieve, who your target audience is and how to craft a message that resonates with them.
Key questions to consider:
- What is the main goal of your campaign? Are you aiming to raise brand awareness, sell a specific product or promote a service?
- Who is your ideal customer? What is their age, gender, location and interests? What associations do they belong to? Are they married or single?
- What type of messaging and imagery will grab their attention?
Facebook offers extensive options for selecting your target audience based on demographics, interests and behaviours. Take the time to explore these options, experiment with them and test various combinations.
Test, Test, Test!
A/B split testing is a method where you create multiple versions of an ad and show them to similar audiences to determine which performs best. On Facebook, this could mean testing different images, calls to action or even placement of the ad. To ensure reliable results, your audience should remain consistent across tests. Always start with a small budget for initial testing before committing to a larger spend. This approach maximises your chances of achieving a successful outcome.
Get Creative!
Facebook recommends creating adverts that spark an emotional response. Whether you opt for a striking image or compelling copy, aim to evoke emotion. This could be a positive response to a funny or uplifting ad or a sense of empathy sparked by highlighting a common frustration. The goal is to have potential customers think, “That’s exactly like me” or “That’s precisely what we need.” If you can trigger this reaction, you’re on the right track.
Close All Loops
If you’re investing time and money into Facebook adverts, ensure all components are seamlessly connected. If your ad directs users to purchase a product from your website, confirm that your site is mobile-friendly—most Facebook users access the platform via mobile devices. If your advert promotes a service, make sure the landing page provides a clear summary and, importantly, includes a data capture form such as a short contact form or a registration option for a consultation or trial.
Working with The Last Hurdle
If you’re planning a series of Facebook ads and need support to maximise your results, we’re here to help. Our tailored approach ensures that your campaigns are set up for success from the outset. To discuss how we can assist with your next Facebook advertising campaign, contact The Last Hurdle on 01604 654545 or email hello@thelasthurdle.co.uk to book an initial consultation.
