Christopher Jan Benitez — November 15, 2017 — November 15, 2017
Are you a Facebook advertiser? Or a new online shop owner?
If your brand is already on Facebook, you are a step closer to success.
But being on Facebook and having hundreds to thousands of followers doesn’t mean anything if they barely recognize your brand.
Some businesses put efforts in making compelling copies, cool photos, and long videos but only reach less than 10% of their fans.
That’s a sad truth that brands need to accept.
More and more brands are competing for people’s attention. Organic reach is hardly achieved nowadays.
That’s why for most businesses, going into paid advertising is a better choice. If you choose this path, here are some things to keep in mind:
1. Don’t focus on selling
People are so used to seeing advertisements online that they automatically scroll past them and move on. That’s terrifying for a brand that shells out a lot of money for ads.
That’s why you need to look for other ways to get their attention. Sponsor an event or maybe create an exciting video that doesn’t scream advertising.
Do a mix of ads, and you’ll find out what is it that works with your target market.
2. Use videos
Facebook’s algorithm changes from time to time.
Now that videos are playing automatically, your followers are more likely to watch videos compared to the other types of ads.
Video length could be a slight factor as well. According to Facebook’s announcement, “the best length for a video is whatever length is required to tell a compelling story that engages people, which is likely to vary depending on the story you’re telling.”
Nevertheless, what pages should focus on is to create content that is relevant and engaging to their audiences.
3. Use a multi-product Carousel Ad
Carousel advertisement is perfect for e-commerce pages. It lets advertisers showcase multiple images and links in just a single ad.
It’s an interactive ad. You are encouraged to use creative graphics and copies to make it compelling and increase your click-through rate.
Facebook says that advertisers get 30-50% lower cost-per-conversion through Carousel Ads.
Use it to tell a story or how your products are connected to each other.
4. Automate retargeting using Dynamic Ads
Don’t know where to start with your targeting? Some Facebook targeting techniques could be a lot of work. For a less complicated one, it’s best to automate your ads using Dynamic Ads.
The best people to target are those who’ve already visited your website.
They’re already familiar with your shop. Maybe they’ve browsed through your catalog too.
But they probably forgot about you so make sure to remind them using your ads.
To be able to do this, you must have an active Facebook Pixel on your site.
Dynamic ads retargeting is a very powerful way to showcase relevant ads to a very relevant audience.
5. Create a custom call-to-action
Simple tweaks can mean a huge thing when it comes to doing Facebook adverts. Calls-to-action or CTA such as Shop Now, Learn More, and Sign Up is a way to make people click on your ad.
When a potential customer sees your ad, they’ll be thinking about what to do next.CTAs are a way to lead them to your website or page which will then potentially boost your online sales.
6. Refine your photos
We talk about types of ads and targeting a lot, but some major details are usually ignored. It’s important not to forget that you need to get people to look at your ad and not just glance and scroll away.
Eliminate the ol’ free stock images you can find online and start creating your very own branded photo. Always keep the best practices for designing your ad photos at the back of your mind.
7. Scale and optimize your ads
Creating Facebook ads to generate sales is not a one-time thing. To be able to achieve better results, you must be prepared to scale and optimize your ads.
Sometimes, your graphics and copies are good enough, but you lack targeting insights. Therefore, to help you generate insights, you need to determine the KPIs to track your ads. You can drill down the data of your ads after 3-5 days by looking at the age, location, gender, and more. If your ads aren’t performing up to standard, then it’s because you’re targeting the wrong age group or location. By tweaking the KPIs as necessary, you can improve the performance of your ads.
Conclusion
Knowing how to enhance your ads is not a walk in the park. Start by trying our tips one by one and see which one works best for you. Different industries may do well in one thing and some on the other.
When you do Facebook ads, there’s going to be a long road ahead of you and your business. There are going to be lots of tests and repeat that you will have to do to finally get the results you strive for.
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