From the creative freedom that Facebook offers to the ability to laser-target specific demographics, it’s no secret why these ads continue to boom.
But this boom in advertising signals a pressing issue for those running ads on Facebook.
That is, the need to optimize and go beyond the basics. Forget boosting posts and hoping for the best. This is an outdated practice that even Facebook says won't convert to many sales.
With the updated Facebook algorithm prioritizing paid content over organic reach, competition in the ads space is only going to continue to grow.
As a result, you need to make each and every penny of your ad spend count.
Better targeting. Better creatives.
If you’re already running ads on Facebook but want to step up your game, I've got you covered. Here are a few tips on upping your game with Facebook Advertising.
Create Better Targeting
When it comes to Facebook Advertising targeting is everything. If you target too broad an audience you are wasting ad spend on showing your ads to pointless people. The correct targeting will bring down your CPC (cost per click) if you are laser targeted to the correct audience. Use the Facebook Audience Insights tool to do some research on your target audience.
use custom audiences
Using custom audiences you can target anyone who has previously visited your website or your landing pages. You can even target people by the amount of time they spend on your website.
retarget from your ad campaigns
Retargeting is where the sales are. The chances of someone making a purchase from a boosted post or one random ad campaign are pretty slim. You need to get consistent and create a retargeting funnel. This is one of the main things I teach my coaching clients and Facebook Ads Mastery Program clients.
Facebook states that 3 out of 4 people take more notice of retargeting campaigns
This means more people are likely to take notice of your ad campaigns when they pop into their newsfeeds.
The types of custom audiences you can utilise for retargeting purposes:
- Email lists. Upload these from a csv file. These people already know you and consume your content so are more likely to convert to a sale.
- Traffic from your website
- People who engage with your content whether it be written or video. This is an ideal way to get people to know your expertise. This is one of the top tips I teach my ads students to create a top of the funnel campaign to get people interested in you and your brand
Create an ads funnel
This is the most important aspect of what I teach on my coaching programs. Nobody is going to buy from you if they have never heard of your brand and you are just posting ads direct to sales pages. You need to get them to know, love and trust you. By creating a funnel from your campaigns with content at the top of the funnel you are far more likely to get more conversions this way. Think of your ad campaigns as a long term strategy. You aren't going to make millions overnight.
segment your audiences
Want to make your ads more personal? You need to start segmenting your custom audience data and making your ads more personal.
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This sounds far better than some generic marketing message. Reach out to people who have abandoned your shopping cart with reminders to continue with the sale.
split test your campaigns
Try running a variety of ad campaigns to see which ones convert the best. Try testing your creatives, copy and headlines and delete the ones that don't perform very well.