Three steps to better performing Facebook ads
These three tips to help you improve your Facebook Ad campaigns.
Facebook advertising could work for just about any business out there. The key is to keep adjusting your advertising strategy to your business specifics and goals.
Here are three tips to help you improve your Facebook ad campaigns:
Experiment with lead magnets
Many people approach Facebook as a place where you can sell to your audience, your product, or your service.
Although this can occur, remember that people are not on Facebook looking to solve a problem, they are looking to escape from their problems.
What they are on there for is good, valuable, and oftentimes entertaining content – be it pictures of cats (less of these nowadays), pictures of the nephews, cool quotes, funny videos, etc. None of that involves “selling stuff.”
Not that selling stuff on Facebook cannot occur – it’s just that as a social network, it’s far more natural to use Facebook advertising to capture a lead, which you can then convert into a sale later on.
A great way to engage your audience is to offer some kind of value in exchange for an email address like an eBook, free report, a checklist, a toolkit, a resource list, etc.
READ MORE: How to attract more customers to your local business
Make sure these digital downloads are well-branded so that your leads are constantly reminded of your brand name and brand identity (colors and logo). This is where lead magnets come into play.
A lead magnet is a small ‘chunk’ of value that solves a specific problem for a specific market that is offered in exchange for an opt-in.
It is also a good idea to play with your CTAs as you can select from a wide range of those:
Instead of “Buy now” or “Download now,” for example, you can select “Contact us” to get direct leads coming to your website.
Just make sure to set up some kind of automated funneling, like a chatbot or a IVR to make sure your leads are well-engaged even if your sales reps are not there to help them immediately.
Dig into your reporting
After about three weeks of running your ads, you will have ample data to tap into inside Facebook’s reporting section.
In your Facebook Ads Manager, there is a little button above your dashboard called “View Report.”
If you click on this button, Facebook will give you a treasure trove of data about user behavior in your ads. If you set up your own settings by clicking on “Customize Columns,” there is gold in that data.
So you can customize by:
- Cost per lead.
Use these reports to understand your audience better and adjust your campaigns accordingly.
Harness the power of lookalike audiences
When you set up your very first ad, Facebook is watching you and your ad performance very carefully.
They are looking to see from who and from where your best conversions are coming. They see you when you’re sleeping, they know when you’re awake.
It helps you make more money and allows Facebook to ensure its newsfeed is not teaming with irrelevant advertisers that tick off its 1.3 billion active users.
This is really, really smart, as it helps keep people on Facebook and keeps them coming back over and over and over again. And best of all, all this data makes you a better advertiser.
Make sure you leverage this intelligence and create what’s known as a “Lookalike Audience” on each and every person who converts (e.g., takes our lead magnet in exchange for their email address).
Nobody knows exactly how Facebook does this, but our Facebook account rep told us they use 1,500 secret data points to cross-reference the 1.3 billion people in its database for similar likes, interests, and behaviors.
Crazy stuff, actually – and kudos to the Facebook ninjas for figuring this out because this is epic. And to do all this is super simple.
Just click the “Audiences” tab in the left-hand column of your Ads Manager, and you’re taken to a new screen. Then in the upper right corner, you’ll see a green box, scroll down and click on “Lookalike Audience.”
The box will then say “Source.” Start typing in the name of your conversion goal. (Example: “free PDF leads” or “webinar registrations”) Click on the country, and Facebook will now create a new audience.
This audience “looks like” all the people who have converted to your lead magnet. (Or customers, if you choose that conversion goal.)
Facebook advertising strategy conclusion
Facebook is much smarter than you may think.
The data that is gathered in your Facebook campaigns is astounding, and all you need to do is to tap into it. Of course, the more you spend, the faster you’ll get this kind of data.
But even at a moderate $10/day budget, you can make it work for you. We start all clients this way by starting fast, gathering data, and then adjusting our strategy based on the data we see.
Have any thoughts on this? Drop us a line below in the comments, or carry the discussion over to our Twitter or Facebook.
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February 14, 2023 at 1:24 pm
Trying a few lead magnets before dialing in makes sense to me Ann. Too many marketers fear experimenting and perhaps failing for a bit before finding what works in terms of ads. Be bold. Be posturing. Relax, test and keep doing what works when you find a winning advertisement.