Quick Background on Facebook Advertising
With well over a billion active users, Facebook is the largest and most influential advertising platform in the world. Thousands of users who are interested in what you are offering are scrolling through their newsfeed right now just waiting to see your ad.
Unfortunately, taking advantage of that opportunity is no walk in the park. Advertisers need to understand:
How to drive quality traffic to their site. (low cpc’s mean nothing if nobody is converting)
What kind of content is resonating with their audience on Facebook
How to target their audience in the most cost effective way
At Blur, we know how to put the right kinds of advertising in the right places on Facebook and create great results for your brand.
Why Advertise On Facebook
Facebook advertising is focused on people’s interest. That means we can target people interested in fitness and create a need for a product for those users that they didn’t even know they needed until now. Or, maybe our solution is something people in that space have been asking for years that they just didn't know existed… until now. Unlike, google pay per click campaigns that rely on people searching for specific things, effective Facebook advertisements allow your brand to stand out from the crowd and get your product or service in front of the right people at just the right time.
Targeting The Right Audience
Alright, so our audience is on Facebook but how do we get to them? There are a lot of ways to begin targeting on Facebook. As a very basic strategy we can select different interests that match the product or service. These types of campaigns can yield great results, but in order to get the most out of our Facebook campaigns we want to build custom audiences based on which types of users are going to be most profitable for your brand.
First, you can utilize facebook pixel data to effectively create a retargeting campaign of all of your website visitors. This ensures we don’t let anyone slip through the cracks which means more money in your pocket.
Second, you can utilize custom audiences to create lookalikes. Lookalike audiences are audiences that are populated based off of your most profitable customers. We can create lookalikes from website visitors, purchasers, organic page engagements, etc. We could even take it a step further and only populate a lookalike audience of people who purchased multiple times recently, giving us an even higher value lookalike.
Creating a custom audience takes ongoing effort and targeting optimization; but, as you profile your ideal customer, you set yourself up for great results.
Optimizing Your Facebook Ad Campaigns
Knowing how to target the right audience is the first step, ensuring we are capturing their attention is a whole other beast. Social media and the world in general are filled with distractions. So how do we find out what is making our audience take time out of their day to click on your ad, visit your site, and purchase your product or service? This takes testing.
Generally, it is important to have at least 2 or 3 main pieces of content to run to our audience. This could be broken down as one image ad, one carousel ad, and a stop motion. Different people are going to respond to different things so it is important to have different pieces of content to show those users. This is also true when we think of the ad copy or text that goes above our piece of content and the call to action that goes below it. It’s important to constantly be testing different creatives because you never know what message will click with your audience.
So we targeted the right audience, put an awesome piece of content on their newsfeed that caused them to click outside of Facebook. Now comes the most crucial part...ensuring those users do what they originally clicked on the ad to do. it’s important to make sure that your landing pages are turning clicks into conversions as efficiently as possible. As with PPC platforms like Google AdWords, simply getting traffic to your site isn’t enough. You need to create a consistent experience that compels the customer to convert.
To really turn a profit from a Facebook campaign, you need to identify what works best for your target audience. The key to that is testing.
The Blur Difference
Facebook advertising is not a “set it and forget it” platform. We get that. Facebook is a dynamic, continually evolving advertising landscape and, if you want to get the most out of your advertising, you need to evolve along with it.
At Blur, we monitor our clients’ Facebook campaigns on a weekly basis and constantly optimize their ads and targeting to achieve the highest yield and lowest costs possible.
To start capitalizing on the scale and potential of Facebook advertising, contact us today!