With a staggering 1 billion active users on Instagram every single month, there's no denying that Facebook is considered as ONE of the top channels to advertise your products and services.
But have you tried Facebook advertising before and failed?
You're not alone.
A lot of the clients that I've worked with have usually suffered a negative ROI when it comes to advertising when compared to similar advertising campaigns like Google Adwords which is based on ‘search intent'
Yet, you can't deny the millions of brands and businesses that are getting positive results from their advertising campaigns.
What makes them successful and why do other advertisers fail?
I've done the research and handled several Facebook advertising campaigns myself, so you could say that I know a thing or two about Facebook Advertising.
And I've collected what I've learned and condensed it into the Top 10 Facebook Advertising tips and strategies you should be doing in 2020.
These tips are perfect for those people who would like to run Facebook Advertising campaigns on their own.
Let's dive right in. Here's the list of 10 tips for Facebook ads success:
- Campaign Objective
- Targeting and Audiences
- Geographic Targeting
- Age and Gender
- Ad Budget
- Ad Creatives
- Landing Page
- Sales Funnel Strategy
Let's dive deeper into each section.
Use the guided campaign creation to pick a marketing objective for your campaigns.
One of the biggest reasons you’re probably not getting results from your Facebook campaigns is because you’re probably trying to “convert” people immediately and buy from you, when your target customer is NOT yet even aware of your brand.
It's like going to a stranger and “asking them for money”. That would be one awkward moment and I'm sure that stranger would be running away from you as fast as they can.
Here's how the campaign objective can help you with that.
Start building “awareness” with your brand, products and services first…
Then ideally, turn them into leads with a FREE offer or a LOW investment product, build a positive relationship with them through a nurture series(email or drip messages via a chatbot).
And when your prospects are “ready to buy” you can start using Facebook’s Conversions campaign to close the “sale”.
PRO TIP: If you already have a Custom Audience of targeted users who are highly engaged with your brand(more on this later) use the “REACH” objective instead of the conversions objective.
You’ll be able to reach more people at a lower cost per impression
There are 3 major advantages of using Facebook’s pixel on your website properties:
- It helps you make sure that your ads are being shown to the right people
- It helps you build custom audiences for highly targeted segments
- It unlocks powerful features and benefits for leveraging Facebook's data
But implementing Facebook’s pixel by adding the “code or script” on your website is just the FIRST step.
If you want your Facebook Pixel to perform well, you need to season it with the right data.
You need to implement Facebook Events or use “Custom Events” to make the most out of this powerful analytics and tracking tool.
It’s best to reach out to your developer to implement these “scripts” using Google Tag Manager or other methods.
Targeting and Audiences
This is probably the most important ingredient of a successful Facebook advertising campaign.
Choose the right targeting and you’ll be able to reach your ideal customers at a lower cost per impression.
Here’s how we prioritize our list of targeting.
● We start with a buyer’s audience first if we have them
● We create a lookalike of that buyer audience (when available)
● We build an engaged audience (from the lookalike audience)
● We create a lookalike of that engaged audience
● We create a lead audience
● We create a lookalike of that lead audience
● We target interests that matches our ideal customer’s interest
● We create a lookalike audience of that interest targeting bases on those that engaged with our content (video,links,comments, etc).
Not a lot of people are running their campaigns with precise Geographic targeting.
And if you have a small budget per day (less than $20) it might not be advantageous to target an entire country or even a state!
Geographic or also known as Location targeting allows you to reach people on Facebook ads based on their EXACT location.
If you are running a brick-and-mortar business, it’s really important that you use “Radius targeting” within a few miles/kilometers from your actual location instead of entering cities or states.
You can also target by city, state and even ZIP/Postal codes!
Age and Gender Targeting
Another way to get the most out of your ads is to separate your campaigns initially with Age and Gender targeting.
Use Facebook Audience insights to find the top age and gender profile of your target audience.
Facebook Audience Insights
Then create separate multiple campaigns that targets your top AGE and GENDER demographics.
I usually start with 2 campaigns, one for the male audience and the other for the female audience.
By splitting your campaigns by Gender, you can create Copy, Ad messaging, colors and ad images that matches the majority of that gender profile.
When it comes to Advertising budgets, there’s two approaches here:
● If you are gathering data, start with a higher daily budget
● If you want to optimize your pixels first, start with a lower daily budget
It really is a personal preference on how much should you spend to GET STARTED WITH on your advertising campaigns.
But for us, it’s important to turn $1 into $2 and we do this by constantly optimizing our funnel and advertising campaigns.
If you have a campaign that is constantly giving you the ROI that you want, why would you LIMIT the budget for that?
So here are some tips to make the most out of your advertising budgets.
- Make sure that you are tracking your pixels and analytics correctly (Tip #2)
- Start with at least $10 per day ($20 for most competitive industries)
- Test between Lifetime and Daily budgets
- Use Ad scheduling to turn off ads during non-converting hours(usually midnight to 6am), if you find that your daily budget is depleted quickly
- Use Accelerated spend if you want to drive impressions quickly (testing)
- Change your reporting columns to reflect the ROI of your ads
There is both an art and science in creating Facebook Ads.
But what’s most important is to create ads that will RESONATE with what your ideal customers wants.
And the only way to do that is to consistently run tests.
The worst mistake of any Facebook advertiser is they only use ONE or TWO creatives when running their ads.
On average we have about 10+ ads running for one campaign.
This way, our ideal leads and customers are NOT bombarded with the same ads over and over again.
With Facebook, there’s also tons of different ad creatives that you can use depending on the campaign objective and device targeted.
If you want to see how your ad creatives would look like, or you'd like them to be approved with a client first (if you're doing this for others), you can use Facebook's Creative Hub to create mockup designs.
This is another area where a lot of Facebook advertisers are getting confused.
The type of offer that you use in your Facebook advertising campaigns will reflect the type of lead that you’ll attract.
Create an offer that matches the awareness level of your ideal customers.
If they are NOT yet aware of your brand, offer them a FREE lead magnet in exchange of their contact information (email).
Some people also offer what’s called a TRIPWIRE offer or a low-cost offer for those who are still UNAWARE of their brand.
If they are already AWARE of your products and services, you can boost your conversions by offering bonuses and exclusive deals.
The VALUE or CONTENT of your offer is much MORE important than the MEDIUM of your offer.
But if you can use VIDEO as a medium for your offer, it will help boost conversions because it has a higher perceived value than most types of content.
If you are driving paid traffic to your website without the use of dedicated landing pages, you’re probably wasting a lot of money…
When you drive traffic to your website, you decrease your potential for more conversions because of the tons of distractions most websites have.
Here are just some of the distractions on a typical website:
● Social media links
● Unrelated articles
● Sidebar links that aren’t related to your offer
● Outbound links (links to third party websites)
But a landing page can boost your conversions when used properly because it focuses on just “ONE” goal: To convert your visitor.
There are numerous types of landing pages:
● Optin page or Squeeze pages
● Webinar Registration pages
● Thank you pages
● Sales pages
● Upsell pages
● And more…
Here are the tools that I use to build highly converting landing pages:
● Clickfunnels – The top sales funnel and landing page builder
● Leadpages – another contender when it comes to landing pages
● Elementor PRO – When I want to create my own landing pages on my WordPress website, I'll be using this PREMIUM plugin alongside with Thrive Architect
Sales Funnel Strategy
And finally, the final piece of the puzzle: a sales funnels Strategy.
A sales funnel is basically the “sequence” of events a new visitor goes through to become a lead, then a customer, next into a valuable, and loyal fan to your brand.
And the first 9 tips all prepares for your sales funnel strategy.
A sales funnel allows you to semi-automate your marketing process and do most of the heavy lifting for you.
It allows you to turn lead-generation on demand and drive traffic to your funnel whenever you need a new lead or sale.
Much of the heavy-lifting when it comes to converting new leads into customers is done on the follow-up series & pre-selling series of your sales funnel.
Crafting copy that converts is a crucial skill that we excel at.
Here’s an example of a simple sales funnel: Lead Gen Funnel
Are you ready for Facebook Advertising with these tips?
What do you think of this article? Have I convinced YOU to try Facebook Ads again? Or maybe I've given you some strategies and tips that YOU could implement now?
Let me know either way and would love to hear from you if you liked this topic.