Are you having trouble making your Facebook Ads work?
Perhaps you don’t get enough traffic on your website, or your Ads aren’t converting well.
Stop worrying. We’re going to talk about why your ads aren’t doing well and how to fix them.
Facebook Ads is a very affordable and effective way to promote your business and generate leads. But there is a right and wrong way to run your ads, and this article will set you straight so you can get them working correctly for you!
Whether you’re looking to improve ad ROAs or want to learn how you can reduce costs, this guide will help you get more ROI from your Facebook Ads.
What Facebook Ads is All About
Facebook ads are one of the most effective advertisement platforms that exist online today. It’s used by all kinds of businesses to generate leads and boost their sales performance.
In 2021, Facebook had over 2.8 billion monthly active users. With this massive audience, it has become the most effective source of traffic for every business.
With such a massive audience, Facebook becomes impossible to ignore. And since Facebook users mostly visit every day, it’s one of the best platforms to put your brands and product in front of targeted users.
Another reason why Facebook ads are so popular is that they work. However, you have to set it up properly for it to be successful.
Facebook ads use insights from your audience persona to reach targeted people interested in what you have to offer. Every persona has its favorites, followers, and connections on social media. Facebook ads use what we know about your customers to reach them using content related to their choices, interests, and past interaction history.
Facebook advertising consists of ads that appear on a user’s News Feed or right column of Facebook.com. There are three types of Facebook ads:
- Sponsored Stories
A sponsored post is a Facebook post that has been boosted by a business to reach a larger, targeted audience.
Businesses use these posts to generate awareness and grow their fanbase. The best thing about this strategy is that it can be easily done by anyone without any technical background.
If you want to increase brand awareness, a sponsored post is a good place to start without having to manage a Facebook ad manager
- Boosted Posts
Boosted posts are paid posts to reach a particular number of people on Facebook. They can be the existing friends of the brand or friends of friends.
The difference between boosted posts and sponsored series is that boosted posts price is fixed for a particular number of an audience. On the other hand, sponsored posts are charged on the pay-per-click model.
- Page post Ads
A page post ad is a Facebook post that is featured in the target audience’s news feed. With a sponsored label to make it easy for users to understand the goal of the ad.
Page post ads work best with an image and a clear call to action to get people interested in your business, product, or service.
Unlike sponsored posts or boosted posts, page post ads can be auto-generated in advance and scheduled for delivery across a range of dates and times.
Keep in mind that Facebook ads are not all made the same. Your choice of Facebook ads will be determined by your goals and budget.
For example, if you are trying to boost the awareness of your new page, a sponsored or boosted post may do. However, if you want to launch a new product, you may consider a page post ad.
7 Pro tips for enhancing your Facebook Ads
Paid ads are undoubtedly one of the most effective ways to get your business’s brand in front of people who are highly interested in what you have to offer.
There are technicalities about placing Facebook ads that you must follow to get the most exposure.
Check out below for Facebook advertising tips so you can reach potential customers and maximize your return on each dollar you spend on ads.
1. Pick the right audience to target
A lot of people try advertising on Facebook by targeting “everyone” or “in your town.” The trouble is, “everyone” or “in your town” means “most people.” Which is not what you want.
Instead, you want to target the people who are most likely interested in what you have to sell. In other words, you want to narrow your audience.
The obvious way to do this is to look for people who are already interested in your products. If your ad is for a cookbook, for example, your most likely audience will be people who already like cooking. In practice, it makes more sense to start by targeting people who fit a general profile of what your target customer is. What do they like? What are their interests?
One way to find these people is to use Facebook’s advertising tools. You can set your target demographic based on age, gender, relationship status, education, job, or location.
You can also find people who like certain pages or posts on Facebook. You can also find people who like certain ads or advertisers.
Facebook makes it easy to target people. All you have to do is pick a target demographic, find people who fit that demographic and target those people with your ad.
Facebook’s bid adjustments are for maximizing the number of people who are shown your ads. Facebook ads work best when you know who your target audience is.
Once you have a target audience, Facebook lets you customize ad targeting even more. You can target people based on age, gender, location, and who they have friended.
Once you’ve selected your target audience, Facebook lets you adjust ad bidding. Facebook recommends a “target cost” of a particular cents per click, but Facebook also lets you set your bid.
If you’re not sure which bid is optimal, Facebook’s ad optimization tool can help show you.
Facebook ad optimization tells you which bid is best for reaching your target audience.
Facebook’s ad optimization tool takes your targeting and bids and analyzes your data. The tool looks at your clicks, impressions, and the cost-per-click of each ad. It then shows the percentage of people who clicked your ad and the average cost-per-click for each ad.
The ad optimization tool tells you which bid is best for reaching your target audience.
To adjust the bid, click the “change bid” button. You’re now able to choose a new bid.
Your ad will now run with a higher bid, and you’ll need to keep an eye on the results.
If the adjusted bid is working out, you can repeat the steps above. To turn off ad optimization, click the “turn off ad optimization” button.
In an ad optimization test, Facebook usually recommends the bid that will maximize your ad’s cost-per-click.
But ads aren’t all about what you pay. It’s about getting the most clicks.
Advertisers routinely overestimate the influence of their ad copy. Because ads are ads, we tend to assume that whatever turns us on in the ad will also turn people on in the ad. And so we come up with a copy that excites us.
But advertisers rarely test their ads. Instead, they assume that if they use the right words people will “get it.” Ad copy, in other words, is based on what the ad is. But what ads are is what other people respond to.
To see if an ad has the kind of impact you want, try running it for a few months without changing your copy. If it doesn’t, you need to figure out why.
It might say something basic about your product. It might be that potential customers are turned off by the price. Or it might just be that people who liked your ad didn’t read all the details.
Either way, you just need to figure out why. And then change your ad. Once you have done that, test the same ad in different ways. Variation is a good way to figure out why.
Remember to always add a compelling call to action too. But “buy this” or another CTAs isn’t the sole reason why ads are successful. Ads work because they provide users with information, or because they offer something of value. If they don’t, users won’t notice them.
It might sound obvious, but the only way to find out what works is by trying new things.
Moreover, anyone who has used Facebook Ads knows how much performance fluctuates from campaign to campaign, sometimes even from within the same ad set.
No matter what ad sets you have going, it’s a good idea to split test your landing pages and images regularly to ensure that you’re always getting the best return on investment.
Split testing enables you to test different messaging and imagery to see what resonates with your audience. And gives you a leg up on your competition. You usually want to compare two or more versions of a single ad to see what works best for you. For example, you might try images, cover photos, headlines, and text in your ads.
5. Consider retargeting visitors who leave your site without a purchase
Clicks on an advertisement are valuable, but so are clicks that lead directly to a sale. So Facebook’s Feed algorithm rewards ads that encourage people to go somewhere.
If one of your ads gets a large number of clicks but no sales, Facebook will counter by showing fewer of those ads to other users. But if your ad gets lots of sales, Facebook will show more of your ad to other people.
The trouble is, you don’t know why someone clicked your ad, or why they decided to buy. But Facebook can. If you’ve set up retargeting, Facebook can (under the right circumstances) tell you not only that someone clicked your ad, but that they visited a certain page on your site, and then didn’t buy.
So, for example, let’s say you have an e-commerce site that sells women’s clothes. You set up retargeting with your Facebook pixel, which means that if someone visits your site, Facebook notices, and (provided you haven’t blocked Facebook from tracking your visitors) it knows where they came from and where they ended up.
You can now create an ad that targets only those people who visited a certain page on your site (“women’s shoes”) but didn’t buy.
Facebook will show the ad to people who have visited that page before, and who haven’t bought (yet).
People that visit your site and leave without purchasing anything (maybe even without leaving a contact) may provide one of the best opportunities for retargeting. They’ve already taken interest in what you’re offering, and it’s likely they simply forgot about it — or maybe they missed something.
While outbound sales efforts make sense, retargeting such visitors also makes sense as a method of up-selling them with additional products and services.
Facebook Ads, like all advertising, works best if you treat it as part of your strategy, not as a separate channel. To boost your Facebook marketing campaign success rate, you need to be omnichannel in your marketing strategy.
OmniChannel is the idea that, instead of thinking of customers as people who come in through your doors, you should think about them as people who come into your business through any number of channels: phone, email, SEO, SMS marketing, social media, and so on.
After converting people from Facebook ads, you want to keep them engaged. To do that, put out an email offer to convert them into customers. And how do you get their email address? Simply ask them for it!
Then use lead magnets to get them to give you their phone number or email before they’ve bought anything. You can then use this information to start your sales funnel with your autoresponder.
For example, negotiate a deal with a customer using lead magnets and immediately send an SMS text message offering him more details on the deal he is interested in buying. Or send him an email message introducing the product.
Facebook Ads is a great form of advertising which you can use to target your ads based on their geography and more. But one of the most underutilized features for gathering data is using conversion tracking.
By setting up a conversion tracker, you’ll be able to see how many sales or sign-ups you got as a result of your ad spend. It can then help you decide whether or not that campaign was worth it from a return on investment point of view.
Facebook’s conversion tracking tool lets you set up what Facebook calls “conversion goals,” such as “Sign Up,” “Download,” or “Purchase.” You can set these up for every ad, or you can set them up for groups of ads, such as Ads in Search, or Ads in News Feed.
If you want to set up conversion tracking, go to Business Manager > Ads > Conversions > Add Conversion tracker.
After setting this up, Facebook automatically tracks what actions people take after clicking on your ad. For example, if someone clicks on your ad, goes to your website, signs up for a free trial, and buys your product, Facebook will know this and report it as a conversion.
Tracking conversions can help you find what’s working. This way, you can Improve ROAs and save money in the long run by focusing on proven traffic sources and optimizing your ad creativity and budget allocation.
Long story short, Facebook is a goldmine for advertisers. You just need to know where to dig. At the end of the day, if you have a good product and a winning ad, your ROAs will soar. We hope that these tips will help you get more out of your ads on Facebook, and improve your ROAs on all your digital advertising efforts.
Like it or not, the times are changing. And if you’re not ready for them, your competitors will be. If you would like our help in increasing your ROI, contact us today!