Facebook ads can be a highly effective form of paid traffic. Unfortunately, we see a lot of people jumping on the platform and receiving lacklustre results. Of course, they are quick to blame Facebook for their poor performance, when just a little bit of education before clicking the ‘Place Order’ button could have saved a lot of effort and sometimes, a lot of wasted money.
A little bit of knowledge goes a long way. An understanding of basic direct marketing principles, as well as clear goals and an understanding of your demographic is the key to a successful ad. Here’s 5 quick tips to boost the effectiveness of your next campaign:
1. Have your goal in mind
What is the goal of your campaign? Are you trying to spread awareness? Gain ‘Likes’ for your fan page? Have prospects enter your sales funnel? Having a clearly defined objective to shoot for serves as the blueprint for your entire campaign. Upon it expectations can be built, with everything you put in place able to be measured by how beneficial it is to the original motive.
As the famous saying goes, ‘a goal without a plan is just a wish.’
2. Make sure your ad is seen by the right eyes
Imagine the perfect ad crafted by Ogilvy himself. Take, for example, his famous Rolls Royce ad. “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock,” read the well-known headline. It appealed beautifully to those that were in the market for a beautiful, luxury car – the epitome of automobile engineering.
Now put that exact same ad exclusively in front of a market who were looking to spend some retirement money on a boat, and it wouldn’t matter how well that title was worded. It wouldn’t have made the money to justify its print run.
The same thing goes for Facebook ads. Making sure your ad is relevant to whoever sees it will ensure a higher success rate. In fact, the more specific an ad is to its audience, the better it will inevitably perform.
Facebook has a plethora of targeting options, ranging from age and gender to education and sexual orientation. Drilling right down to the core is one of the most important factors in a successful campaign.
3. Use an eye catching image / Relevant copy
“Banner blindness is a phenomenon in web usability where visitors to a website consciously or subconsciously ignore banner-like information, which can also be called ad blindness.” – Wikipedia
Because we’re assaulted by advertising daily, we will psychologically block out advertising as a means of more efficiently getting on with our lives. This means we need to make our ads stand out. Obviously, the best way to do this is through the image. AllFacebook.com reports that the image accounts for approximately 70% of all clicks, so make sure you choose a good one!
After the image, short, punchy and relevant copy must be used. A clear description of the offer calling out the audience, with a clear, simple call to action such as ‘Like us now’ works best.
4. Landing Page
Where are your users landing? Your ad can achieve a beautiful click through rate, but if users are landing in a digital wasteland then your campaign may not be as profitable as you would like it to be.
As with your ad, with landing pages simple is better. A clear headline and copy that explains the offer clearly, as well as relating well to the audience and finishing with a clear call to action is a sure-fire way to up conversion rates.
5. Benchmark against averages/understand how costs work
Understanding the averages gives you a starting point. A set of basic figures can be found at Inside Facebook.
Of course, the figures in the article above are generalised, and averages for your particular product/industry may be different indeed; thorough testing is the only way to beat and improve on these.
Long running and successful campaigns result in being rewarded with a lower CPC/CPM by Facebook. The higher your CTR, the less the bid price for your click, or thousand displays. Understanding how to craft your ad well and sell effectively rewards itself with increasingly lowered costs for traffic.
Contrary to the uneducated belief that Facebook ads are ineffective, understanding how they work and how best to take advantage of them can result in some exceptionally well performing campaigns. Solid marketing principles are at the core of a successful Facebook Ads campaign. The 5 tips above, including having a clear goal and strategy, knowing your audience and crafting your creatives appropriately will ensure expert performance on your next campaign.
Need help setting up your next campaign? Shoot us an email at firstname.lastname@example.org, or call us on (03) 9529 3477. Or simply leave us your thoughts in the comments below.