If you’re looking to improve your Facebook advertising strategies, look no further. I’ve listed the five best Facebook advertising practices below.
1. Analyze Audience Insights
Thanks to Audience Insights, which gives you data on your audience, you can save money by targeting an audience that is most likely to respond to your ad. Want to know the genders and ages of those who are interested in horror movies? Audience Insights will give you the answer! Want to know which of those genders and ages watch horror movies at the movie theater? Audience Insights has the answer to that too!
You might be wondering how Facebook knows all this. Facebook gathers information on its users from two main sources:
Self-reported data: Facebook records everything that its users do, from liking and saving posts to joining certain groups to following a fan page. It also has data on your background. Anything you put on your Facebook profile is fair game. If you put your name, phone number, address, relationship status, education, etc., on your Facebook profile, Facebook will save that information and give it to advertisers (sorry, Facebook users).
Off-Facebook data: Facebook also collects data from companies such as Acxiom, Epsilon, and Datalogix. The information Facebook purchases from these companies include purchasing behaviors, home market value, and household income, among many others.
You should take advantage of the free data Audience Insights gives you. Analyze the data, determine who your audience truly is, and advertise to high-interest audience.
2. Split Your Audience Across Ad Sets
As many Facebook advertising agencies will tell you, testing your ads is an essential part of Facebook advertising. Fortunately, a new Facebook tool allows you to easily test against different audiences.
With Split Audiences, a new feature rolling out on Power Editor, you can split your audience across ad sets to test your ads. When you split your audience, you can target different age ranges and genders. For example, you can split your audience between men ages 30-60 and women ages 30-60. When splitting your audience, you must keep these three points in mind:
- Facebook, by default, will create a new budget for each new ad set unless you uncheck this option
- Splitting ad sets will duplicate the ads within those ad sets
- Adjust your targeting in a way that doesn’t overlap and compete with each other
This new feature may have rolled out for some and not for others. If yours hasn’t rolled out yet, check for it another time. If it has rolled out, I encourage you to try it. See which audience responds the best and advertise to that audience.
3. Link to Relevant Web Page
There’s nothing more frustrating than an ad promising you a 70% discount on black velvet thigh high boots, only to direct you to a product catalogue of summer sandals. You react to this deception by groaning, exiting out of the page, and vowing never to click on an ad by that brand again.
Because it is crucial that you meet your buyer’s expectations, you must provide a link relevant to your ad. If you promised a discount on black thigh high boots, provide a link that directs your buyer to a product catalogue of discounted black thigh high boots. If you promised buyers a free trial to your ebook, direct your buyers to the page where they can download your ebook.
Keep in mind that your call-to-action should also correspond with your linked page. If you use a “Contact Us” CTA, provide customers a link to your contact page. If you use a “Shop Now” CTA, redirect your customers to your product catalogue.
Build trust by delivering to your customers what your ad promised.
4. Use High Quality, Compelling Images
I often bring out this point when talking about Facebook ads. Always use high quality, compelling images when creating a Facebook ad. Although many Facebook advertising agencies emphasize the value of writing good copy (and it is important to write good copies), customers are mostly drawn to your ad’s image.
Make sure to use high quality images. This means you don’t get to use pixelated or horribly photoshopped pictures. Invest in a high quality camera or an expert graphic designer.
To catch your customer’s attention, making them stop mid scroll to look at your ad, you don’t necessarily need to use an image of your product, business, or service. At least that’s what Nicolas Gremion of Free-ebooks.net said. Instead, he suggests that you use relevant images that capture your customer’s attention.
5. Know Your Objective
You should know your objective before you begin creating an ad. You must know what you want your ad to achieve and what you want users to do after they have viewed your ads. Do you want them to buy your product, give you their contact information, or download your app? Without an objective, how will you know which strategies to implement? Without a goal, how will you know which direction to go? How will you know how to shape your ads?
Fortunately, Facebook provides you a variety of objectives to choose from when creating an ad:
- Clicks to Website
- Website Conversions
- Page Post Engagement
- Page Likes
- App Installs
- App Engagement
- Offer Claims
- Local Awareness
- Event Responses
- Product Catalog Promotion
- Brand Awareness
- Lead Generation
- Video Views
Now that you know the five best Facebook advertising practices, you should try these tips when managing your ad campaign. You’ve made the effort in reading this article, now make use of this knowledge and improve your ad performance!