Facebook is one of the best social networks businesses can use to connect with their audience and customers. However, its ever-changing algorithm can make it challenging for everyone to organically connect with their fans.
This is where Facebook Advertising can help. Its micro-targeting features allow you to reach the right audience, making sure that you get your message in front of people who are more likely to make a transaction with you.
To help you succeed, we listed nine effective tactics that can help you create successful Facebook ad campaigns in 2020 and beyond:
1. Optimize Your Website
If you’re thinking of setting up a Facebook ad campaign to help you promote your services and products, you must optimize your website first. Your website should be designed for lead generation so it can attract targeted traffic and generate more revenue per each visitor.
You can do this by adding elements to your website that will help convert the traffic into leads such as social proof, calls to action buttons, testimonials and other helpful features.
One of the easiest and most efficient tools to help you create a Facebook ad campaign is Google Optimize. This enables you to run A/B and multivariate tests on your website pages, as well as checkout pages which will be very helpful to increase your website conversion.
With Google Optimize, you can test your website by tweaking various elements such as images and videos, titles and subtitles, product descriptions, as well as your call-to-action (CTA) button’s color and size.
2. Optimize Your Mobile Experience
By now, the influence of mobile devices on the customer’s buying journey is unquestionable. Mobile is an extremely vital factor in the customer’s purchase process.
Facebook noted that in 2018, nearly half of online shopping traffic came from mobile and that 56% of in-store transactions were, in some way, affected by mobile activity. This only proves how crucial it is to have a pleasing mobile experience for your customers.
Take a close look at how your customers are using mobile as a shopping companion and optimize your mobile presence with a good understanding of how it functions for your customers.
3. Define Your Audience Profile
If you’ve run Facebook Ads before, you probably know how important your target Audience Profiles are. You also probably already have a predefined audience you target when you run your ads.
If you have been using the marketing to the same audience and your results became stagnant, it might be time to update your list.
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Continually update audience profiles to reflect customer preference changes. Use Facebook Insights to review your audience demographics, interests, lifestyles, and purchase behaviors which you can leverage to pinpoint a specific target market.
4. Invest in Video Content
Because videos can be extremely engaging, using videos in your content plan can be a great way to build a connection and increase the engagement of your audience.
If you are still not using videos on your Facebook Ads, you might be missing out on big opportunities. In case you haven’t noticed, advertising is highly visual, relying on catchy colors, elements to evoke emotions, as well as in eye-catching imagery designed to grab the attention. Video ads are the most engaging and effective form of advertisement that outperform regular static ads.
Combining the power of visual storytelling with video content, together with the ability to micro-target your intended audience can have an enormous impact.
5. Use a Pixel to Find the Right Audience
The Facebook Pixel is probably every digital marketer’s hidden gem. If you’ve encountered memes and rants from customers about advertisers knowing too much, this is most likely because of the Facebook Pixel.
Every time a user visits a website with a Pixel, some of their browsing behavior is tracked by the pixel. This allows advertisers to retarget these customers with specific products they may have viewed before.
Facebook continuously learns about your target audience, allowing it to provide you with a set of audiences that are highly likely to engage with your ads.
6. Test Creative and Try Different Ad Types
To see the best performance in your ads, it’s a good idea to test different content types and ad formats against various audience segments that you may want to target.
This will allow you to get more insights into what resonates best with your intended audience. In turn, this will allow you to tweak your wider strategy and maximize your ad’s performance.
It’s always a good idea to test your ad campaigns on a smaller scale first before setting a bigger ad budget.
Experiment with the content of your Facebook campaigns. Try to offer freebies and lead magnets to see which ones perform better. Always be testing and measuring your results to see what works better.
7. Increase Daily Budget
Facebook Ads serve ads to users based on auction data. Though there may be a couple of factors that could affect your ads from being served, your budget is still a strong factor you should consider.
Increasing your daily ad budget will increase the chances of your ads being served to the right people. This will also allow Facebook to bid more for your target action.
If you’ve set a low bid, you effectively decrease your ad’s performance.
8. Set-up Offline Conversion Tracking
Offline conversions are those that happen offline such as in-store sales or acquired leads that resulted from your Facebook Ad.
If you’re a small business, setting up offline conversion tracking is a must, especially if you rely on physical customer conversions. To do this, you need three things:
- Offline data file/API connection
- Ads account
- Business Manager
Once you have those, you can proceed to create an event in the Business Manager. Select Offline Event Sales, set a name and description for your offline event, then upload the corresponding data and follow the instructions.
9. Set Clear Campaign Objectives and Goals
This last tactic may sound basic, but you might be surprised how many marketers tend to oversee this.
Your Facebook ad campaign objectives must be clear from the very start because this will help you calibrate results and find out if your ad campaign is successful or not. Just remember that without a clear goal in mind, you wouldn’t be able to measure and analyze your results to see if your campaign was a success.