How to foolproof your Facebook Advertising Strategy

You are not alone if you don’t know how to approach your Facebook advertising strategy.

It is no secret that Facebook has seen its organic reach drop. Recent algorithm changes have forced businesses to either invest in paid campaigns or abandon ship.

Facebook is not dead, but you should reconsider.

97% of marketers still prefer Facebook to run paid advertisements. Facebook has the largest user base of any social network and the most engaged.

This means that if your audience is of any type, there’s a high chance they are already active on Facebook. This is combined with the fact Facebook’s targeting system is extremely in-depth, and it becomes clear why your company should remain on board.

Facebook ads don’t have to be foolproof. This guide will explain the best Facebook advertising practices and how to get started.

Facebook Ads: Essential Resources

These articles and guides will help you to understand every aspect of Facebook advertising.

  1. Define your Facebook advertising target audience

Facebook ads have the greatest benefit: you can target specific people who are most likely to buy.

Only these people.

Modern Facebook advertising allows you to be more precise with your targeting and only show ads to the relevant users, unlike PPC in the past. Here’s a quick overview of targeting Facebook ads to help businesses drill down to find the right audience to convert.

Creating an audience

To start, you can use Facebook to create new audiences. Businesses can create audiences by using specific parameters, such as:

  • Location Local businesses can target specific cities or place ads in nearby areas where potential customers may be waiting.
  • Age If your audience is older than you (think: millennials and baby boomers), then you can segment your ads to suit your audience rather than using a generic approach.
  • Interests – Based on the “likes” of your users and their Facebook activity, this platform can highlight potential customers (think about a local bike shop that targets users who follow Schwinn’s brand page or list “biking” as an interest).
  • Demographics – Additional details like education level and relationship status can help target specific social media personas that are similar to your real customers

Custom Audiences

Also known as “remarketing advertising,” Custom Audiences are a great way to improve your Facebook ad strategy.

These ads are targeted at people who have interacted with your company in the past.

Perhaps they are current or former customers. Maybe they’re customers who have visited your website or engaged with your Facebook page.

Businesses have a second chance to win leads with tools like Facebook Pixel. This is a quick overview of the tools you can use to create Custom Audiences, including customer files such as your email lists.

Lookalike audiences

Another key feature of Facebook ads, allow businesses to target prospects based upon their existing customers. You can target Facebook audiences similar to your most loyal customers or people who have already engaged with your ads. Lookalike audiences can be a great option if your Facebook advertising strategy is focused on awareness and prospecting.

  1. Choose the right type of Facebook ads.

Businesses have endless options when it comes to ad targeting. They also have a lot of choices when it comes to choosing the type of ads they want.

First, consider the following goals that are relevant to your Facebook advertising strategy.

  • Awareness: increasing awareness and introducing your company to potential customers through Facebook ads
  • Consideration: encourage interaction between prospects and marketing messages
  • Conversions: Taking those “would-be buyers” and convincing them to be full-fledged clients

These goals will determine how you approach your ads and the types of creatives you use. Even though some brands have been hesitant to use Facebook, it’s not hard to see the benefits of their new ad features.

Facebook offers three types of ads: Story ads, video ads, and carousel ads.

Facebook collection ads, for example, are very popular right now. These eye-catching messages, a revised version of high-performing carousel ads that have been very successful, allow brands to showcase multiple products simultaneously.

As they serve as an “Aha!” moment for customers on Facebook, Remarketing ads are a proven method to bring them back into the fold.

Facebook Stories are still quite young, but many brands are making great use of them with full-screen Stories ads to get people to click.

There are so many options; it is important to be familiar with Facebook’s new features and ad specifications.

Fortunately, this leads us to the next point!

  1. Find your ad creativity.

You probably already have some product photos and ad creatives.

However, Facebook customers are very specific about what clicks. Here are some key creative tips to help you create a Facebook advertising strategy.

Don’t neglect entertainment value.

Boringness is the death knell for any ad campaign, and Facebook is no exception. Your ads will feel less like ads if they are entertaining. Static, boring campaigns are best avoided, regardless of whether humor or imagery grabs people’s attention.

And speaking of which…

Use video whenever possible.

It’s a fact you’ve heard countless times, but it is worth repeating: video content has taken over the world right now. Videos can show your ads in action and are perfect for raising awareness and grabbing people’s attention. Don’t forget to mention that Facebook explicitly encouraged brands in the wake of their algorithm shift to embrace video.

A video ad is a mini-commercial for your brand. Video ads can stop scrollers dead in their tracks. Brands like SafeTrek are a well-known success story on Facebook. They have seen an exponentially greater number of downloads and in-app purchases due to video ads.

Create a compelling call to action

While any engagement is great for your Facebook ads, you ultimately want clicks. A strong call to action is necessary to make clicks happen.

Drip’s ad is an excellent example of how you can use your CTAs to motivate specific, direct actions. This ad encourages users to save their spots before the time runs out. The engagement and views speak for themselves.

Facebook offers

It is important to note the similarities between Facebook offers and Facebook ads.

Facebook offers are a way to get more people to like your Page, post, event, or Page.

Facebook Offers allows Facebook Pages to offer coupons, discounts, and deals to customers. This helps to capture warm leads through savings.

Above, the Drip example is a Facebook advertisement that promotes a free event.

Below is an example of a Facebook offer for Christopher Kimball’s Milk Street. It encourages users to take advantage of a substantial discount and receive free shipping when using a coupon code.

You can position your ads better for clicks and conversions by adhering to the above principles.

  1. Track and test your Facebook advertising campaigns

Before you dive into your Facebook advertising strategy, it is important to understand how the platform works.

There is a learning curve.

Marketers can get overwhelmed by the sheer number of metrics and variables they need to monitor.

We encourage our newbies to conduct smaller tests campaigns to get to know each other and make adjustments before spending too much.

Facebook can help you set your budget by serving your ads based on the engagement they believe is optimal or schedule they can run. There is no right or wrong way to budget. However, you should know that it can be very easy to drain your funds without restrictions.

Facebook announced recently that they would be optimizing campaign budgets for all ads starting September 2019. This should be good news for brands, allowing them to get more from their advertising budgets.

Reporting features are another important aspect of advertising on Facebook. Facebook is incredibly precise in what data you can track. Your reports will help you determine if your campaigns are generating a positive ROI and relevant clicks. You have access to a wealth data set that tracks specific events, reach, and amounts spent. This allows you to determine what is working and what isn’t.

  1. Combining organic and paid activity

Businesses will most likely benefit from a hybrid social media strategy.

This means that you can target customers organically through content and community building while also incorporating paid campaigns into your Facebook advertising strategy.

This allows you to have the best of both. While organic reach may be limited, this is no excuse for you to ignore employee advocacy and customer service to connect with customers. Paid ads can encourage conversions, but organic activity can help build relationships and familiarity around your brand.

Sprout’s analytics makes it easy to track your Facebook performance for both paid and organic campaigns. Here is a quick snapshot of how Sprout helps simplify and highlight your hybrid strategy’s success.

Oh, and Sprout’s paid performance reports are a straightforward, easy-to-understand illustration of how your paid ads perform without getting too technical. This provides a quick assessment of your Facebook advertising strategy and whether you are seeing growth.

How does your Facebook advertising strategy look?

If you have been having trouble with Facebook advertising, we hope this guide has helped.

Facebook is an undisputed advertising platform. It is essential to understand how to set up a paid advertising campaign on Facebook to increase your reach. Our guide to paid social 101 will help you get started with paid advertising for your brand.

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