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Facebook advertising is one of the most targeted, cost-effective, and measurable ways to sell your products or services online. There are very few companies that have not explored or are not involved in this.
Via Facebook, you not only make people aware of your company name or what you sell, but you also maintain a dialogue with your target audience and encourage them to respond, share, and visit your pages. It is interactive, has a large reach, and the possibilities are almost endless.
At the same time, Facebook advertising is a time-consuming activity, especially when you are just starting. A new page with few followers needs to be promoted, generate interest, and be made successful.
Additionally, the advertising options that Facebook offers are extensive, there is a lot of competition, and users can be both incredibly kind and brutally harsh. A successful Facebook page and ad campaign come from months and sometimes years of hard work.
That's why we have put together 12 killer tips to help you make your Facebook ad campaigns a success faster and become an expert. Reading time: ✅ 5 minutes ✅.
The Facebook pixel is a piece of code that you add to your website. This pixel is then linked to your advertising account and starts collecting data.
Just as you need a tag with Google Analytics to see what visitors are doing on your website, you need the pixel for Facebook advertising to see the behaviour of users on your Facebook page. You can use this information, among other things, to build your target audience and for remarketing.
For example, let's say you sell baby products, have created a Facebook page for them, and want to start advertising. You can then set up a target audience on Facebook of people who are interested in baby products, babies, or parenting.
These Facebook users will then see your ads in their news feed, for example, because they have already searched for baby products but have not bought them.
The Facebook pixel monitors the behaviour of its users, and this is used not only for advertising but also for promoting articles and announcing events.
It is clear that by installing this Facebook pixel, you can advertise in a much more targeted way. You install it on all the pages you want to be measured within Facebook.
That is a lot of work, but it also allows you to not show pages with sensitive information to Facebook. The following step-by-step guide helps you install the Facebook pixel.
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For the success of Facebook advertising, you must find the right target audience. The better you appeal to the people you reach, the greater the chance that they will go to your website.
There is an old-fashioned but very useful way to define your target audience. Magazines have compiled a media kit specifically for advertisers that accurately states what their target audience is. This allows advertisers to determine whether an ad in that magazine will be effective.
Many magazines are focused on a specific topic, and there are certainly magazines that highlight your industry. For example, if you have an online shop for riding clothes, you would look for a magazine for riders and horse lovers.
Facebook Ads Manager allows users to upload their mailing list. This is a list that you may have been maintaining for years. Facebook then searches for the profiles associated with the email addresses.
The people on your mailing list have signed up for it themselves and have voluntarily registered. So, this is a target audience that you know has a lot of potential.
If you are also advertising to the people on your mailing list, it is important to do so in a more subtle way. They might feel their privacy is being violated if it is obvious that you found them on Facebook through the mailing list.
They have given their email in confidence and have been permitted to be contacted in a discreet way (via email). Do not violate this trust and respect their wishes by approaching them separately and not aggressively.
Someone who has signed up for a mailing list wants to maintain control over when something is read and over the membership. It is very easy to unsubscribe from a mailing list.
The power of Facebook advertising lies in the fact that you can target a very specific audience. It is best to make good use of this. The smaller and more specific your target audience, the greater the chance they will respond to your ad.
If you are starting small, try to target a group of no more than 10,000 Facebook users. The goal is to reach as many interested people as possible and to exclude the group that falls outside of that.
Let's say you have a company that operates in a specific region. First, you only target residents of that region. This already makes your group a lot smaller. There is no point in showing your ad to people in a place where you are not active.
Next, you look at the other demographic data of your target audience and use settings related to age group and gender. For example, if you primarily want to reach young mothers, you set an age group of 25 to 35 years and the female gender.
Look closely at the demographic data of your website visitors and then only take the categories that are best represented. It is quite possible that you also attract visitors who are older or who are male, but this is probably only a small percentage. Leave these groups out.
Through Facebook advertising, you can also add certain interests. This allows you to select only the people who are interested in your product or services. In the case of young mothers, you would then select interests such as baby clothes, breastfeeding, baby milk, baby development, and so on.
This depends on what you sell. With correct demographic data and a selection of interests, you reach a specific target audience with an interest in your products or services. The chance of a visit to your website is automatically much greater.
The more specific your target audience, the cheaper your ads will be. Facebook charges more money when your ads are shown to more people, which is quite logical. By advertising in a targeted way, you do not have to spend a fortune on your Facebook advertising strategy.
You will also miss fewer clicks because you are appealing to interested people. Therefore, start with a very small daily budget, let's say ₹350. If you notice that you are starting to make profits with this, you can increase your budget.
You continue to do this until you notice that the profits are decreasing. Also, always start with ads that you pay for per click and not per impression. This way, you prevent yourself from having to spend a lot of money even if no one engages with your ad.
By keeping your ads simple, you come across as more professional. In addition, simple ads are also cheaper. Facebook gives you a large number of options for your ad, but it is best to just start with an image.
Accompany this with a good and catchy text. Do not use stock photos from Facebook, but only photos that you have taken yourself and that are original. This prevents the possibility that Facebook users have already seen your photo somewhere else.
Not everyone can conjure up a professional ad without training or experience. That is why Facebook has drawn up certain recommendations regarding the design of your ad. These relate to the resolution and sizes of your image, for example. Be original, creative, and striking, and above all, do not make a boring ad.
It is never a waste of time to pay attention to the perfect ad text. This text must convince Facebook users to click on your ad and, therefore, must be perfectly structured. A good ad text contains the following components.
A catchy headline : Write a headline that immediately attracts interest and that is interesting for your target audience. It is always a good idea to give something away to make your ad more attractive. This does not have to cost you a lot, but offering a free E-book, a demo, or a Webinar can do wonders.
A powerful text : Internet users are not waiting for long chunks of text. They do not have time for that and are not interested in it. This text contains a call to action or an action button with which you give the user a push in the right direction. This can be, for example, 'more information,' 'sign up,' 'request a quote,' 'buy now,' or 'subscribe.' The text also contains social proof. This is a piece of wisdom from an expert, a quote from a well-known person, proof of the number of satisfied customers, or a certification/quality mark that gives your text social power.
Ask for interaction : It is also always a good idea to ask users to like your ad or to ask them to share it. Be active and do not wait for the interaction of your target audience. When you ask for this, you appeal to the goodwill of the users and give them the idea that they can help you. You can even raffle something among the people who have shared your ad.
It is a well-known fact that people like to follow the majority. And that often does not even happen consciously. A Facebook user who sees your ad stating that your product is great will most likely think: "They all say that."
They are looking for proof that your product is really great, and that should not come from your mouth. The best way to do that is to add reviews to your ads.
For example, if you sell milk powder for babies, you can place a photo of that product with the quote on top: My baby suffers from cramps much less, thanks!" - GvJ from Amsterdam.
Another way to convince people of your qualities is to publish your customer score from Google My Business and show how many people you have already left satisfied. With a little proof and an explanation of why you are the best, Facebook users will be much more likely to make a purchase.
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Even though hashtags are still much more popular on Twitter than on Facebook, they are an ideal way to generate a larger reach. Facebook users use these hashtags to find targeted information on the social media site and to see what is being said about these topics on Facebook.
By entering a hashtag, they immediately see the most recent information that has been written about that topic, and if your ad is in there, the chance of a click is much greater. People who use hashtags are already interested and are searching in a targeted way; you can take advantage of that.
You can also use hashtags to see what others are writing about your topic. You can use this for future ads. If you look for a topic that is discussed on Facebook and that is specifically about your product or service, you will see conversations from interested people and easily identify potential customers.
Another great advantage of Facebook advertising is that you can enter into a dialogue with your target audience. And that is, of course, very special in today's digital society.
The distance between company and customer is getting bigger and bigger due to all the digital gadgets, and with Facebook advertising, you can close this gap again. You can force interaction in various ways, and you will see that users are happy to participate. The following techniques are then particularly effective.
Ask a question : Facebook users like to participate in things and are happy to share their opinions. If you simply ask them a question, you will see that many people respond to it. Especially if you appeal to their interest and a topic that they know a lot about. And if all goes well, you have already summarised those interests in your target audience. A simple question that young mothers love to share their knowledge about is, for example: "What is the best powdered milk for babies with cramps?" Since this is close to mothers' hearts and they are often in the middle of it, you will quickly see the number of reactions increase.
Publish a survey : Surveys are particularly popular on Facebook. Especially if an interesting answer comes out afterwards, that can also be shared again. Surveys should be short, simple, and not boring. You can even post a simple image with a sentence that still needs to be completed. The reaction is placed so easily.
Voting : Another (and certainly not the last) option you have to encourage interaction is to invite the user to vote. Here, too, you can, for example, show two types of milk powder and let the users vote by using the 'like' button or 'share' button.
Funnelling is not an option that you get offered from Facebook, but a way to publish your ads in a certain order and to certain groups.
It is based on the well-known AIDA model (Attention, Interest, Desire, Action) and brings users to your product step-by-step. With this method, you prevent yourself from coming across as aggressive, and you involve the users in your company step by step and in a natural way. The ultimate goal is then to get them to take an action. The different steps look like this.
Attention : During this phase, you address a target audience that does not know you yet. The intention is that you introduce yourself, that you are not pushy, but that they cannot forget you either. During this phase, you, for example, propose a solution for a problem that is very common among your target audience. For young mothers, this can therefore be a solution for cramps.
Interest : Now you have been able to interest your target audience, but they are not yet ready to take action. Now it is a matter of stimulating this interest by ensuring that they enter the next phase. In this case, it is important to only select the users who have already responded to your previous ad. You do this through remarketing. You create a new ad specifically for them that you only show to these people, and with which you pull them into the desire phase.
Desire : Users in the desire phase are almost over the line but not quite yet. This is again a smaller group of people who need a push in the back. Now you can be a bit more aggressive and work with action buttons, dynamic ads, and videos.
Action : This is the group of users who have made a purchase, filled in a quote, or subscribed to a newsletter. By using funnelling, you have ultimately filtered out the people who have become customers from a larger target audience through smart advertising and good use of Facebook Ads Manager.
Funnelling can work very well, provided you do not make mistakes. Always make sure that you do not try to persuade people who already belong to the action group again. It is also essential that your pixel works well and is set up correctly.
Let the messages in your ads match the target audience from the AIDA model. If you post an aggressive text in the attention phase, you will come across as far too pushy.
And do not forget to exclude the people who are still in the previous target audience every time you go one step further. They are not yet ready for the next phase and must be addressed in a different way.
If you want to be able to monitor how your ads are doing and how successful they are, a well-organised dashboard is of great importance. In your dashboard, you indicate which points you want to monitor yourself.
You need this to apply funnelling correctly and to address the right target audiences at the right time. There are a number of columns that you are best to add to your dashboard, and of course, you can also change this for yourself. You do this by following the following path:
Ad Account Home Page > Columns > Customise Columns.
Now you get an overview of the options you have to add to your dashboard. Some relevant ones for funnelling are Link Clicks, CPC, CPM, CTR, Adds to cart, and Purchases.
It is important to know the structure of Facebook ads well. In this way, you can advertise in a very structured way. A distinction is made between three components.
Campaign : A campaign can be, for example, your ads for baby milk powder.
Ad Set : Per campaign, you have a number of Ad sets, for example, different brands of milk powder. If you apply funnelling, each ad set is a phase during that process.
Ad : Per brand or per phase, you create a few ads. You can use these to test, but also to ensure that your target audience sees variation.
ANA Digital Media | Facebook Ads
Advertising via Facebook is not always easy, and especially in the beginning, you will have to get a lot of practice. ANA Digital Media helps you to get this off to a brilliant start.
Our Ads Surfer application analyses your competition and finds the strategies for you that have the most profit potential. Of course, ANA Digital Media is also here to maintain your campaigns and for a successful future in Facebook advertising.
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