Facebook has become a massively popular social media since its launch in 2004. Facebook statistic showed that there are about 2.41 billion monthly active users and 1.59 billion daily active users on Facebook. In terms of advertising, nearly every business (94 percent) have invested in advertising on Facebook and more businesses plan to increase their social media advertising budget.
The bitter news, however, not every business that has invested in Facebook is progressing toward success. For example, startups that focus on Cost per Lead over Earning per Lead will only waste their money. Or businesses that select the wrong Facebook campaign will surely lose their money for nothing.
Well, spending money on Facebook ads that show no conversion or less expected result could be a nightmare. Therefore, we have these seven practical tips that guarantee success on your Facebook advertising. Read on…
Tip #1 Define audience
The only way to win marketing is for a customer to say, “This is specifically made for me”.
That said, instead of reaching every person on earth which results in low engagement, it is better to have a few but loyal customers. In this case, market segmentation – a process to classify wants, needs, and demands of customers – is important in every business.
A survey showed that firms that maximise products and service to desirable customer segments can actually gain profit of about 15 percent annually. Big firms such as American Express and Mercedes Benz are doing segmentation, so why don’t you? The best way, in the audience setting, you should set as a specific audience as possible from income, age, lifestyle, preference, and everything.
Tip #2 Tell a story not an order
Now to the description part. Imagine there are two shops that sell exactly the same product: clothes.
The first store writes: “A limited-edition women’s hoodie for up to 50% OFF! Grab now or you’ll lose the chance.”
The second store writes: “Like if you’d wear this hoodie! – Every purchase feeds 5 shelter dogs and cats.”
Both descriptions look appealing but guess which one will ‘emotionally’ grab the audience’s attention. Right, the second shop is better at reaching people’s hearts. A discount is a great deal but compared to the implication of feeding shelter animals, it will engage more audience – especially those who are animal lovers.
The long story short here, you need to emotionally reach the heart of consumer because just like what Bryan Clark said, “A great copy does not seem like an ad, it seems like a favour” – favour for people to help by actually buying your product.
Tip #3 Track the right metrics
Before launching a Facebook campaign, you should think deeply about how you will measure your performance ads. Will brand awareness and email subscriber be your #1 concern? Or will you focus on driving leads only?
This clear measurement will help you understand the performance of your ads and eventually make needed adjustments to ensure you deliver maximum value for your business.
Tip #4 Test ideas
Facebook ads are just like cooking – you should test every bit of your meal to get an appetizing result. In this phase, you need to diligently and patiently test every bit of your product or service. The test, according to Karola Karlson, should be detailed enough to get relevant results that include:
testing audiences (test saved vs. lookalike vs. custom audiences),
testing ad types,
testing ads with a stock photo vs. an illustration,
testing ads with in-image text vs. no text,
split test images vs. videos,
testing the image – colourful vs. light ad images and reserved ad image vs. original,
testing the headline – with emojis vs. no emojis and short copy vs. long copy,