Using Facebook Adverts
Since the introduction of boosted posts, Facebook adverts have become an excellent way to reach specific target markets. Fast forward a few years, and with significant advancements in demographics, user behaviour tracking and various high-tech algorithms, Facebook adverts now deliver one of the highest returns on investment (ROI) in the digital advertising world. With lower pay-per-click (PPC) costs than Google Ads, you don’t need a massive budget to generate leads on Facebook. In this article, we share some top tips for making the most of Facebook adverts.
Using Facebook Adverts
A word of caution! Like all online advertising, Facebook ads aren’t always as straightforward as they seem. Many people have spent hundreds of pounds on unsuccessful campaigns. However, don’t let those horror stories deter you. There are rewards to be gained if you use Facebook ads wisely.
Here are 8 top tips to help you compose effective Facebook ad campaigns:
1. Be Specific
Know exactly who you are targeting and craft a tailored message for them. Profile your end user: consider their habits, interests, age, location and more. Think about when they are most likely to be using Facebook and whether that will be on a desktop or mobile device. Focus on one clear sentence that will grab their attention.
2. Know Your Objective
Be clear about what you want to achieve. Do you want users to purchase a product, sign up for a special offer or browse your brand? Whatever your goal, make sure your message is specific and directly targets that objective.
3. Visual Impact
Your advert needs to stand out. Use a relevant but visually striking image or even better, a carousel of images. You can also use video content that will autoplay, which can be a powerful tool for grabbing attention in a busy news feed.
4. Set Your Budget
How much should you spend? There’s no one-size-fits-all answer, but be aware that this is an advertising campaign, and you’ll need a realistic budget to achieve real results.
5. Test, Test, Test
Run short campaigns to test response rates. Experiment with different images, wording and audience demographics to find the right combination. Testing allows you to fine-tune your approach for better performance.
6. Monitor Your Campaign
Keep a close eye on how your campaign is performing. Respond to queries in a timely manner and be on guard for any negative comments or trolling. Avoid copy-and-paste answers—personalised responses will build greater trust in your brand.
7. Review the Data
After each campaign, analyse not only the Facebook statistics but also your Google Analytics data. Look for ‘dead ends’. For example, if you drive 5,000 people to a product page but only a small number make a purchase, use Google Analytics to see where people drop off. Did they abandon the checkout process? Did they even click on the product? Identifying the point where people disengage helps to address any issues and improve future campaigns.
8. Repeat, Refresh or Regroup
Repetition is key—just like TV ads, people need to see your message multiple times before they act. Continuously drip-feed your message, make small tweaks to your campaign and perform split testing to see what works best. If necessary, regroup and rethink your approach. Even small adjustments can make a huge difference in the success of your ads.
Using Facebook Adverts: Need Help?
If you need assistance devising your Facebook adverts, monitoring their performance, and designing creative content, The Last Hurdle’s social media ads team can help. Call us on 01604 654545 or email us at hello@thelasthurdle.co.uk to set up a consultation appointment.
