Thanks to Amy at AmyWho Digital for this awesome post.
Target your audience
When it comes to Facebook likes, it is definitely quality over quantity. You don’t want to be wasting your precious advertising spend on people who aren’t interested in your business. We all want a robust audience but as you are probably aware Facebook’s organic reach can be as low as 1%, so when your ad is finished you don’t want to be left with a bunch of new likes who aren’t likely to ever become customers.
Think about your ideal customer and make some assumptions about what their demographics might, age, sex location, what are their interests, their marital status. You might not get your audience right first time every time but if you keep an eye on the kind of people your ad is attracting you can always make some changes to your audience until you start attracting your ideal customers.
Run multiple ads
When you first start advertising you want to run multiple ads (often called split or A/B testing), you want to test which copy works best, which images and which value proposition. Your copy and calls to action are important and they must encourage the user to take immediate action. You only have a few seconds while someone is scrolling through their feed to capture their attention. Optimise every aspect of your ad and test, test, test.
Analyse your data
‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’. John Wanamaker
Data-driven advertising is imperative and blindly running ads can be a a complete waste of your hard earned dollars. Each social media platform has there own analytics that accompany their advertising and these can be really useful, but it’s also imperative that you monitor your Google Analytics data too.
Check your ‘Referral Data’ in Google Analytics, monitor how many website visits are coming from Facebook. Are the coming from mobile or desktop Facebook mobile, this one piece of data can completely change the way you serve your ads or content. Your data is powerful, use it.
Set up a custom audience
Want to target your Facebook ads only to people you know are already super engaged in your business? You can set up a custom audience of people who are already subscribed to your mailing lists. This method is amazing for campaigns where you want to retarget people you know are already aware of your brand and want to hear what you have to say.
Cutting through the noise of other online businesses is hard and sometimes people need to see your message a few times before they are ready to take the next step in the sales funnel. Perhaps they have visited your site a few times, they follow your Facebook feed, they receive your emails, but its that one ad being seen at the right time that converts into a sale.
Set up a conversion pixel
So we know data is important, but so is time. Your Facebook conversion pixel makes it easy to track if your advertising is working. Are your ads getting your audience to do what you want them to do? Likes and shares are great but conversion is the real goal and if your ads aren’t converting then you could be flushing your ad spend down the toilet.
If you are halfway through your campaign with zero conversions this might be a good sign that it’s time to bin the campaign and come up with a new strategy. Don’t be afraid to test different ideas, images, copy or value proposition but if you are going to test, you must make sure you track otherwise you won’t know what works and what doesn’t.