Have you ever tried to run Facebook ads for your business or products and found that they would not work? I know, I’ve seen it time and again. You first start out with a great landing page or ad unit and you want to do everything to make sure it’s converting like gangbusters. But then as soon as you start testing the campaign you find out that it’s not going so well.
What’s going wrong? Well, let’s take a look. First you need to understand how you’re going to test the ad campaign you have in mind, so you can make the necessary changes before rolling it out to all of your contacts.
There are two different methods for running Facebook ads. The first is where you simply list out your products and/or services you want to sell. For example, if you’re selling office supplies you’d want to put an ad up showing some of your supplies, and a brief description of what you provide. People who are searching for office supplies will click on your ad, read the short description, and then potentially purchase something. If you have a compelling offer this method will work perfectly.
The other method is much more refined. This method involves putting up a simple page, with no sales pitch, and only a few sentences regarding your product(s). Once a person sees your page they’ll see the ad. Then they’ll either click on the link to your website to learn more, or they’ll go straight to your Facebook contacts list. In either case, they’ll be taken to your page and they have seen your ad.
If you run both of these ads, chances are very good that you’re going to see a higher CTR (click through rate) than you would if you only used one of the methods. But which method should you use? Which ads should you run and which ones should you omit? The answer to that question largely depends on your target audience and how heavily Facebook ads are relied upon by your customers. Here are some general rules to follow when deciding which ads to run and which ones to skip.
Age: As previously mentioned, younger people tend to be more influenced by ads, but even older people can be influenced by certain ads. So if you want to target younger people in particular, run ads targeted towards their age group. However, if you want to target middle-aged or older people, do so in less targeted ways.
Location: Again, this partially depends on your target audience. If you are running an ad for a home based business, make sure you choose a location in your city where at least 50% of the people who come to your website are likely to be located. If you are advertising a medical equipment company, run ads in cities with large populations of medical professionals. Make sure that you carefully select the cities where you plan to run the ad. The wrong ad can cost you sales.
Copy: Make sure that you write compelling copy for your Facebook ads. Your copy needs to have a strong call to action. For example, let people know exactly what they need to do right now to get the product they want. It is imperative that you make your customer feel as if they have all the information they need to make a decision.
Branding: Facebook users love icons. Choose an icon that accurately represents your brand. An icon that promotes the sale of a product would not be appropriate. Instead, use your brand’s logo. People will identify your brand much more easily when they see your logo.
Photos: Many Facebook users like photos. Include photos in your ad. This will make your ad more memorable to your customers. And it is likely to make them opt-in. But make sure you only upload photos that your business already owns.
Facebook Ads offers many ways for you to reach out to your customers. But these techniques are only effective if you use them correctly. With hundreds of advertisers on Facebook, choosing which ones to advertise by ad strategy is crucial. This is why it’s a good idea to speak with an experienced Facebook ad professional. They can help you choose the best strategies for your business.