For most of us in the advertising space the term ‘Facebook advertising’ can often make you cringe, whether it be from the high cost-per-click, low levels of engagement or just the poor quality of your leads. But what if we shared four tips that could help you identify what you were doing wrong and how to avoid these mistakes in the future?
If you’ve nodded ‘yes’ to the above, here are a few things you can do to start turning your Facebook frown upside down.
#1 Optimizing Your Facebook Ads Too Often
Hold back and let Facebook’s algorithm do its magic. Constantly changing your campaign, prevents Facebook from identifying which of your adverts is the most effective. Just as you wouldn’t plant a seedling, and then five days later dig it up again, so too does your campaign need to run for a fixed period before being optimized.
#2 Imprecise Targeting
Be smart and don’t take shortcuts. Targeting a post through the ‘Boost’ button only enables you to reach your existing page’s fans, relevant or not. Instead, always ensure that you go into the Ads Manager and define the exact audience you wish to reach. Through location, behavioural and interest-based targeting you can ensure that your message reaches the right person at the right time.
#3 It’s Not About You
Customers want a brand that speaks to them as individuals, one that can engage with them, that inspires and motivates them. A brand that shares their life journey and engages with them on an emotional level, is a brand that they won’t discard quickly. The average person sees upwards of 5 000 ads per day, the one that resonates with them on a personal level, is the one that they will remember.
#4 One Size Doesn’t Fit All
This may sound obvious, but so many marketers don’t optimise their ads for the different platforms. If you want people to stop scrolling and click on your ad, make sure that the highest resolution video content has been used and that the creative is customized to fit the placement.
If you can use one or all four of these tips to improve your Facebook advertising, you might just see an improvement in your ROI.
