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Beyond the Boost: Facebook Ads Strategy
If you decide that boosting posts is too simplistic for your needs, the Facebook
Ads tool at
https://www.facebook.com/advertising
is a marked step-up, with many more
customization options and, crucially, it's pretty user-friendly. Some of the
options available in the Facebook Ads tool include:
Choosing what the ad promotes depending on your goal (your
Facebook Page, a particular post, a Facebook event, a custom tab with
a newsletter sign-up form, an external website, etc.).
Choosing where on Facebook the ad appears (e.g. desktop and mobile
News Feeds, right-hand column).
Adding a call to action button to ads to increase click-through rates,
(e.g. Shop Now, Read More, for web-based targets, or Call Now, Get
Directions for local, mobile customers).
Choosing who the ad targets (based on location, age, gender,
interests, and connections). Before targeting non-fans, I would
suggest honing in on existing fans (many of whom won't have already
seen your content or promotion organically, as well as your email list
- both which Facebook enables you to do).
Tracking conversions like registrations, checkouts, and views of key
pages on your website.
While Facebook's main advertising tool will be suitable for the vast majority of
businesses, those with large and complex advertising needs may prefer to use a
tool called Power Editor (
http://www.facebook.com/powereditor
) to create, manage, and
track their ads on Facebook. If Boost Post is for beginners and Facebook's main
ads tool is for the masses, then Power Editor is for "pros". It's the least user-
friendly of the bunch, but includes experimental options that may be useful to
those who like to micro-manage their ads, and perhaps who are running lots of
campaigns at once. The Power Editor too is much more accessible to use than it
has been in the past, so don't be afraid to take a look.
Tips for Facebook ad creation
Whether you stick to Facebook’s main ad-creation tool or bravely plump for
Power Editor, the following pointers will help maximize the success of your
promotional campaigns:
When writing copy, speak to your ideal prospect; don’t try to be
everything to everyone. Tell your perfect customers what makes you
unique and why investing time in (and clicking) your ad is worth their
time. Craft a headline that addresses the "you" to make the person
reading feel like you're speaking directly to them.
Create at least four versions of each ad per campaign so you can
experiment with different images (both promotional and more
natural/lifestyle in focus), calls to action and copy so that you can
clearly understand which ones are performing the best.
Test a variety of ad types (lead ads product ads carousel, video, etc.)
in a variety of placements (News Feed, mobile, and sidebar) to see
how the results vary. News Feed and mobile ads should (as much as
possible) blend naturally into the ordinary stream of Facebook
content, while for the smaller sidebar ads in particular, subtle call to
actions and images with human faces or simple color combinations,
seem to work best.
Test a variety of target groups, based on criteria such as age, gender,
Pages liked, interests, location,
etc.
Be sure, too, to utilize Audience
Insights to gain a deeper understanding of the people you should
target, based on Facebook usage, purchase activity, lifestyle,
household size, etc.). If your advertising budget is small, hyper-target
your audience - around 100,000 people is a decent sample. To target
specific individuals and those most likely to be interested in your
offering, get savvy with advanced targeting options such as lookalike
audiences, custom audiences, partner audiences, re-targeting, website
custom audiences, and conversion pixels, in order to get the most
bang for your buck (look out for these terms during the ad setup
process and use the "?" button next to each for a fuller explanation.
Use a structured naming convention for your ad campaigns, ad
names, and ad sets to make identifying and tracking them easy. With
campaigns, for example, I like the format
"[Business/Client Name] -
[Page Name] - [Item Promoted] - [Objective]."
The Business/Client
Name qualifier may or may not be necessary, depending on your
circumstances.
When budgeting and bidding, don't sweat too much over terms like
cost CPC, CTR, CPM,
etc.
Instead, focus on your business' cost per
desired action,
e.g.
clicking a link and signing up to your email
newsletter. This method will allow you to calculate your return on
investment,
i.e.
how many conversions you drove per dollar spent,
much more easily.
Want to gauge early on if your ad is hitting the nail on the head? Look
for its Relevance Score in your ad reporting - a rating of 1-10 based
on how your audience is responding to your ad through likes, clicks,
comments,
etc.
It appears after the ad has received at least 500
impressions. One simple strategy is to keep your budget low,
tweaking your ad until you achieve a relevance score of 8/10 or
higher. At this point, you can think about promoting the ad more
heavily, but always keep an eye on the ad in case the score (which
update sin real time) starts dipping.
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