Over 500 million people are signed up to Facebook and more than 250 million of them are accessing it on their phones, making it a fantastic marketing tool for small businesses. Advertising on Facebook is easy, cheap and the best part is, you can specifically target your audience.
Below is a list of top tips to creating an effective Facebook ad campaign.
Facebook has a useful guide to ad sizing and formats. Try to make your ads as engaging as possible and always use call to actions; without onepeople are likely to dismiss your ad without clicking on it. Be creative with your ad copy and the landing page you drive people to. Offer the user something for clicking on your ad, be it a discount or access to free content for example, as this will increase the chances of them clicking on the ad.
Use engaging images (try to stay away from the cheesy stock images that so many people use), and if people do click through; make sure you send them through to a polished website or blog and relevant page. Facebook ads consist of a simple 25-character headline and a 90-character description, plus a thumbnail image. Facebook automatically suggests these but it’s better to rewrite them yourself. Images will be displayed at 100 x 72 pixels so be sure to choose a photo that will look clear when resized this small. Avoid overly detailed images.
Avoid being overly specific with your ad targeting. You want to be targeted but you also want to try to reach as larger audience as possible and get your company name out there. Don’t disqualify people unnecessarily.
Facebook now allows users to use tracking tags on ads allowing you to measure how much traffic the ad is driving to your pages. A new field called ‘Optional URL Tags’ now appears in the ad tool, allowing you to amend the tags so that they can be tracked by Google Analytics. You could tag your ads to demonstrate what ad copy you were using, what content you were pushing (was it a blog post, competition or prompt to sign up to your email database for example), or which geographic or demographic you had targeted etc.
You can use Facebook’s Power Editor to create specific campaigns that run on either mobile or desktop. Facebook makes up 60% of all social sharing on mobile phones, and mobiles tend to have a better click through rate, with more users accessing Facebook via their mobiles than via their desktops, so you should target mobiles before desktops. You must make your website or blog mobile friendly however.
Use Facebook’s ads create tool to help you create relevant ad campaigns depending on the outcome you want, for example if you want clicks to your website, page likes or video views.
Facebook has a fantastic tool that allows you to place what they call a ‘conversion pixel’ on to your website or blog, that tracks visitors to your site and then sends your ads to them. This allows you to target people you know are already interested in your offering or subject matter. Facebook also allows you to stop showing ads to the people who have bought from you or signed up to your email mailing list.
Like scheduling posts you can also schedule your ads to run at certain times of the day when you know your audience are more likely to be using Facebook. Again you can do this through Facebook’s Power Editor. Within your ad group in Power Editor, choose dayparting. If you don’t know what time of the day your audience accesses Facebook, it would be worth testing out different times of the day. Add tracking details so you know what ads you used and when.
The most important thing to consider when doing Facebook advertising is your audience, yet so many people fail to consider them when creating their ads. It is so important to know who you are speaking to, what language and image to use and what would most likely get them to click through. Without this insight you are simply gambling with your ad budget.
There are so many Facebook ad restrictions, it can sometimes feel like pushing a boulder uphill just trying to figure out where you’ve gone wrong when you receive the dreaded ‘ad disapproved’ message. It could be a number of things from text to image ratios to your image not being approved. The most common reason why ads are not approved is the 20% rule.
Facebook has a text grid that it runs your images through. If it detects that your images have more than 20% of text in them (including logos and slogans) your ad will be disapproved. They encourage you to use the text field to add your words. If you would like to add words to your image try to reduce the number of words you use and make the font size smaller.
Be clear on your ad objectives. Running ads without even considering what you want to get from them will be a waste of your money. Instead of thinking ‘I want to get more sign ups, drive people to my site and sell lots of products’, choose just one focus on. Get your message and call to action clear and create a campaign specifically to meet that one objective.