Successful Facebook advertising boils down to three things: creativity, preparation, and will.
Create your business page & ad account
Get to know your customers. Be engaging, learn their common interests, learn what keeps them up at night. This will allow you to create better ads for more targeted audiences that you can nurture effectively, only using Facebook.
The Facebook advertising halo effect our research shows that Facebook advertisers see average organic post impressions 225% higher than businesses not advertising on Facebook. What does this mean? Facebook rewards business that spend money by amplifying their unpaid content for free.
Add the Facebook pixel to your website
The Facebook pixel can be as straightforward or malleable as you need it to be: either way you need it if you want to find out what kind of return you’re getting on your ad spend. It can be optimized for any type of on-site action. It lets you build remarketing lists. If it’s not already on your website go add it!
Uncover your ideal audiences
There are nearly 2 billion active Facebook users and most of them aren’t interested in your product or service. Luckily you can use any combination of geographic, demographic, behavioral and interest targeting to find the people who are.
What is relevance score?
Relevance score is a measure of the quality of your Facebook ad based on positive and negative feedback from your audience. A higher relevance score reduces your cost per click. It’s most important when your goals are based on clicks, visibility, brand engagement or very top-funnel marketing metrics.
Pick the Perfect Ad Format
There are more than a dozen ad formats available to you across Facebook and Instagram Align your ad creative and copy with your offering and audience. The higher up the funnel (or less familiar with your brand) a prospect is the less complex (in both format and offering) your ad should be. Make their lives easy.
Optimize bidding & budget allocation
Assign most of your overall budget to campaigns that can be tied to revenue, while brand-building is important, it doesn’t keep the lights on next month, Combine targeted audiences and killer creative with what you know about the Facebook auction to bid competitively (within your budget).
The Facebook auction
In a Facebook ad auction, victory goes to the advertiser with the highest “total value”. Total value is based on three factor:
Ad quality + relevance
Estimated action rates
Worth noting: according to Facebook, “you’ll often be charged less than you bid…there’s no advantage to underbidding.”
Make Gorgeous Ads (That Convert)
Facebook ads give you the ability to combine great copy with engaging visuals to produce high-converting ads, Remember the best way to maximize Facebook and Instagram’s most engaging ad formats (carousels and canvases) is to tell a story.
Facebook Creative Hub
Facebook Creative Hub allows you to explore unreal ads in every format available to you on both Facebook and Instagram, Get inspired then conceptualize and execute your own exceptional ad creative.
Remarket on Facebook
You installed your Pixel so long ago: Now it’s time to cash in. Leverage your wealth of site-visitor information to turn prospects into customers. lf someone downloaded a white-paper, offer them a demo: did a handful of your customers only buy boxing gloves? Remarket to them with a speed bag.
Eat, Optimize, Sleep, Repeat
Testing is the Facebook ads equivalent of going to the gym; You have to do it if you want to be the best. Adjust bids, audiences and creative (visual and copy) often. Facebook even allows you to set up A/B testing within the Business Manager Ulf
Target New, More Qualified Prospects
Spend less time and money digging through dis-interested prospects. Lookalike audiences allow you to find new prospects with attributes that mirror those of an existing audience. From a single seed audience you can create multiple Lookalikes based on degree of similarity.