An increasing number of companies are taking advantage of social media; Facebook ad campaigns being a huge part of that effort. Facebook, with its more than 1.2 billion users, is clearly the platform with the largest opportunity for businesses to engage in social media marketing. Here are 4 essential components to help you increase the overall effectiveness of your Facebook ad campaign.
Defining Your Facebook Ad Campaign Goals
In order to build an effective Facebook ad campaign, the first thing you need to think about is setting your goal. Do you want to increase your number of followers? Build brand awareness? Or direct ad traffic to your website? Understanding your goals is the foundation of your strategic Facebook ad campaign.
Understanding your goal before starting your Facebook ad campaign will help you determine which type of Facebook ad will be the most beneficial to you, and allow you to setup proper tracking to measure your success. Creating a Facebook ad without clear direction is easy; and foolish. Facebook makes it easy to create an ad, but it’s up to you to create the right ad. Facebook has created an exceptional platform for targeting and reaching consumers, which is why savvy business owners take advantage of Facebook ads. That being said, these providers are not as vested in your success as you are. Do your due diligence and set clear goals for your Facebook ad campaign to reap the rewards.
Targeting Your Facebook Ad Campaign
One of the biggest reasons you should be using Facebook ads (if you are not already) is because of how well you are able to define your audience. You can target highly specific demographic and geographic groups for as long or as short a period of time as you want. This level of dynamic interest and behavioral based info just isn’t available on competitors like Google+ and Twitter. With all this consumer data, Facebook ad campaigns require experimentation. Testing your assumptions will allow you to discover new and interesting things about your target customer.
Years ago I was running a Facebook ad campaign for a client that sold hunting dog training videos. The client and I had both made the assumption that, at its core, “Male hunters with dogs” was our key demographic. Makes sense, right? When running a campaign I generally do some exhaustive and seemingly unnecessary A/B testing. We were getting some good performance out of the campaign already, but I decided to test the theory of “men” being our target audience. Keeping everything else the same, I did a split test with women and shockingly it performed nearly 4 times better than the original ad set. Due to this experiment the client and I discovered that hunting was typically most interesting for men, but their wives loved being included with the family pets. These training videos afforded them the perfect opportunity to participate in their husbands interests in a way that was enjoyable for them.
Experimentation and testing is a crucial component to maximizing the effectiveness of your Facebook ad campaign.
Common Mistakes Others Make When Creating a Facebook Ad Campaign
In “traditional” marketing formats, it is typical for one (or a few) ads to be created and executed, followed by a review of the campaign’s success a month or so after the campaign launches. On Facebook, however, this is a huge (and expensive) mistake. Real-time data on Facebook ad campaigns means that each advertisement should be evaluated daily if possible.
Another common mistake is to create only one or two ads for the entire campaign, or to create one or two ads for each demographic group within the campaign. Not only does this limit the potential effectiveness your campaign, but it can also can mask your campaigns potential.
The most expensive mistake a marketing manager can make with their Facebook ad campaign is pumping a significant portion of the overall budget into the first ad ideas right from the get-go. Not only is this a poor investment of resources, it ultimately can prevent your campaign from becoming cost-effective.
Making a Facebook Ad Campaign More Effective
Once you have determined your specific campaign goals, your next step is to create your ads. You should create at least 3 to 5 completely different ads for each demographic group you wish to target. You should also make each targeted group as narrow as possible; incorporating age, location, interests, and anything else you think may be relevant. If you’re not sure if something is relevant, then test it out, or consult with an expert.
Once all of your ads have been developed, launch them all at the same time, using an extremely small portion of the overall advertising budget. If your budget is large, you may use as little as 1% for this test. If you have a fairly small budget you may just keep your budget at the minimum allowed by Facebook or choose to run a lifetime test budget for a set period of time, to decide what is best for your facebook ad campaign it’s best to better understand how to set Facebook ad budgets.
Spend your test budget for each campaign, and then check the analytics data on each one of them to see which was most effective. Then take the best-performing campaigns and invest a more significant percentage of your ad budget into having them run for a few days or weeks. However, you would benefit from retaining a percentage (perhaps 5% to 10%) of your budget for continued “research and development” if your budget is large enough to do so. As little as a few dollars here and there can be sufficient to help test new ad sets. If you find that the other advertising campaigns that you’re running start to lose their effectiveness, or if you find that one of your experimental ads starts performing better than one you have running, you can take the under-performing ad out of the rotation (and try tweaking it to see if you can get it to work again), and then replace it with the new one, this helps prevent ad fatigue.
By following these tips for your strategy you will begin to get the most out of your Facebook ad campaign budget.