Nowadays, Facebook is one of the best social media for advertising. The main feature of Facebook advertising is an opportunity to reach a concrete audience for your business. In addition, Facebook promotion is the cheapest form of advertising and it also gives a quick result. Advertising on Facebook is known to be the best way to boost sales. The important thing is the subliminal character of Facebook advertising willy-nilly perceived and stored in people's memory.
The best thing about Facebook is that you don't need to be a professional marketer to run Ads, absolutely anyone can do it. In this article, we want to share with you Facebook Advertising Best Practices.
Target the right people
The main thing about advertising is targeting the right people interested in your product. Running Ads without knowing your audience is wasting of money. Even for an experienced marketer, it’s hard to make a portrait of the potential customer. Many people think the more people they reach, the better results they’ll get. But keep in mind that big numbers won't bring a result if a person just scrolled the Ad.
How our competitors can be beneficial to us?
The best audience for promotion is the competitors' audience. When we say "competitor" we mean a business which offers kind of the same service or sells a similar product. People show interest in competitors' services and products by following and liking their pages/groups. If these people have an interest in what competitors offer they're more than likely would be interested to see your product. Therefore, competitors' audiences are perfect for advertising.
Competitors' audiences are very fruitful. Its Insights will give you a complete understanding of who your customers are. You'll be able to range them by location, age, gender, relationship status, etc. Customer ranging is really helpful when you want to advertise for example only to people living in a particular country/city, exclusively for women or teenagers. You may highlight various categories of potential customers from people who follow and like competitors and then create several audiences. It would be great if you create different Ads types for different customers' categories.
As can be seen, targeting competitors' audiences is a very effective method for successful advertising on Facebook.
Facebook Remarketing
One of the best things about using Facebook Ads is that Facebook has a variety of different tools which help you promote your product/ service. Facebook Remarketing is among them.
Facebook Remarketing allows you to show your ads to people who have already had an interaction with your brand. It's a very effective way to reconnect with your previous website visitors, customers/clients, email subscribers. So if you have a significant amount of traffic coming to your site it's very smart of you to remarket to them.
Clear call-to-action
Call-to-action helps in driving Facebook users to take actions that you want them to take. Viewers might not know what to do when they like your Ad if there's no clear call-to-action. That's why you should add call-to-action button to your Ad.
Make sure that your website/ Facebook page/ service is ready to use. Even if your call-to-action worked people won't go any further if your site or service isn't comprehensible or if it's not working.
Video-Based Ads Leverage
Few people know but Facebook now is a serious competitor to YouTube. Nowadays video attracts more attention. So sometimes it turns out that if you don't use video for your Facebook Ads - you're losing your money. This Facebook Ads practice is known to be one of the best but it gets ignored since it requires more effort and time.
Follow these tips to effectively leverage Facebook video-based ads:
- Have a Strong Start. It takes a few seconds for the customer to understand whether it worths watching or not. Make your video Ad conception clear from the first seconds. The video should hook clients. Give potential customers exactly what they need so that they continue watching.
- Use text in addition to the video. Although the video itself is very effective, write the basic information in the header or add some text to the video.
- Optimize it for silence. 85 % of videos are played with no sound. Make sure your ad makes sense even in silent mode.
- Keep it short. People don't want to spend a lot of time watching Ad video even if it's useful. Try to meet 15 seconds limit.
Split Test
Do split testing to choose the advertisement which works best for your business. Split testing compares different Ads versions, how they work for different audiences, Ads placement, and Ads delivery optimizations. You can create multiple Ad sets and test them against each other. This feature lets you find the best strategy to run Facebook Ads.
Here are the main Facebook Split testing peculiarities:
- It randomly divides your audience into non-overlapping groups to ensure accuracy and groups' equality.
- Each ad set tested has one particular difference, called a variable. Facebook duplicates your ads and changes only one variable you choose. Facebook lets to test 5 different strategies with only one of these variables: target audience, delivery optimization, placements, creative, product sets.
- Facebook's attribution system calculates and compares the cost per result of each ad set. The ad set with the lowest cost per result wins.
- You should have a budget that can provide sufficient Ad showing to determine a winning strategy. Facebook defines a mandatory minimum budget to run a Split test.
