However, it is common customer behavior to search over the web before purchasing any product. After search engine, Facebook is the next stop on the way.
Facebook being the most powerful social media platform with a whopping 1.55 billion active user base is the biggest platform for online marketing.
Moreover, advertising here is profitable and receives more viewers than other online platforms. Over 1 million small business owners advertise here.
Hence, every business will find a huge chunk of their customers on Facebook. 92% social media marketers prefer Facebook and always keep it on their list.
Furthermore, many advertisers don’t know the fact that they cannot get the desired outcome with a single initiative.
Although Facebook is a lucrative advertising platform and you need to exploit it with knowledge, skill, and experience.
Steps Before Initiating Advertising on Facebook
Before embarking on your advertising campaign do these initial tasks-
A) Make Your Website and Sales Page Attractive
Remember Facebook is just a medium that works in turning a visitor into a customer. Through Facebook-visitor will ultimately reach your website or sales page.
At this point, if the website or sales page is not engaging enough then the entire processes lead to nowhere.
Many advertisers fail to understand this basic thing.
B) Landing Page, Email Delivery Service, and Autoresponder
Never underestimate the power of these weapons. These features will make your Facebook ad’s performance more enhancing.
However, the job of turning the leads into conversion will be accomplished by the factors like a good landing page, email delivery service, and auto responder.
An attractive lead capture page is indispensable. With email delivery system the potential customer can be kept updated with latest products services and offers.
Autoresponder gives the inquiring customer a response message until you get the opportunity to give a suitable reply.
Therefore, Facebook advertising is a combined approach where advertising on single strategy cannot enhance conversion rate.
C) Facebook Page
However, a Facebook page is a must have for every company these days. It helps in gauging the exposure of the company. It becomes the center of all your Facebook activities.
Setting up a business page is what you require. Do not set up a profile page for the company.You must employ all the possible strategies available in FB to increase Conversions. Click To Tweet
5 Important Steps that Run Behind Every Successful FB Marketing
Targeting is the most important facet of Facebook advertising. Facebook interestingly offers you to target your audience more efficiently than other platforms.
Moreover, you can target your audience based on age, sex, education, relationship status, geographic, location, job, likes etc. Such effective targeting gives your product the right exposure.
A well-targeted initiative reaches the right goal. Perhaps you should try different options to bang on the right goal.
Facebook’s custom audience is an effective tool of retargeting. Here you can show your ads to those visitors who recently paid a visit to your website.
- Get your account’s tracking pixel code.
- Place it on the website between head tag. You can place it on each page of your website or at the home page.
- When a visitor pays the visit to your website, pixel informs it to Facebook.
- Now, Facebook shows the ad of that website or blog to the visitor when he comes to Facebook.
- Specific ads can be created for visitors. For a single account, the one-pixel code is given.
This remarketing technique with the help of Facebook works fairly well for high traffic websites. If your visitor is less than 100 people a day then go for other options.
Moreover, using pixel your ads become more target oriented. It also allows you to filter out uninterested traffic that would exhaust valuable clicks.Facebook is a powerful platform to reach right people at right time. Click To Tweet
Create a custom audience from ad manager in your FB account. In ads manager, under tools option click on option Audience.
Under Audience choose ‘create custom audience’. From the coming popup select the type of traffic you want your ads to show.
Perhaps, you need to put this script only to those web pages which you want to be tracked.
If you want to show your ads to your email subscribers then select ‘Customer list under ‘create custom audience’. From the given option choose the option that suits you best.Uploading a .txt file will be most helpful.
The custom audience has its own limitations. You can not include the audience outside your email list and website viewers.
To break out of these barriers Facebook has another option, ‘Lookalike Audiences’.
Lookalike audience includes those who have searched for the similar products on the web.
This option stretches out your reach beyond your email list and site visitors. To activate this option you have to set the custom website first.
Based on your custom audience and email list, Facebook does an analysis of those audience’s likes, demographics and posted content.
Now, from its billion users, it filters out similar audience to show your ads. This way, your ads reach a huge number of audiences that match with the type of audience you have already set.
To activate this option again go to ‘Audience’ and select ‘Create a lookalike’ audience. Next, in the source field select ‘Custom Audience’ from the drop-down menu.
Hence, specify the name of the countries if you have any preference and click on ‘create audience button’.
Target Audience by Interest- Standard Option
When you do not have big audience base with proven conversion rate go by the traditional way. The standard option, through which you can target audience based on their demographic information and interests.
Remember you are in the initial stage, where you need create your own audience base. For that, you must have a clear idea about your target audience.
In-depth knowledge about them would help in putting right information regarding demographics.
In the next step, you will be asked to choose likes of your potential customers.
The lists are quite a long and to avoid confusion go for “advanced combinations” from the coming drop-down menu.
Here you can add the pages of your competitors which compose of an audience with similar interest. It makes the entire targeting even more specific.
Always try to go as specific as possible. However, reaching out to a bigger audience is very much important as it fast increases you CTR rate.
2. What Should be Your Budget for Facebook Ads?
It is always good to have chalked out your budget before entering the Facebook advertising arena.
What should be your daily budget on FB depends entirely upon whether you are a start-up or an established company.
Generally, Start-ups should concentrate on building exposure and they do not know about their approximate conversion rate in FB.
In a case of established brands, they know on average how many conversations are going take place on a set budget.
Facebook offers three kinds of bidding-
- Cost per CPM
- Cost per Click
- Optimized CPM
CPM means cost per 1000 impressions. Newbies should go for it as they do not know how many clicks they are going to get.
Here you do not pay for clicks, rather for only impressions.
This number helps in setting CPC targets and bids.
Cost per click or CPC should be used when you know how many clicks you will receive and as per the number you can control your budget.
Therefore, it is possible that you are competing with similar brands on the web. So, you should think differently and must be steps ahead of your competitors to generate more clicks for your ad.
Here, chances of getting more clicks may be improved with rising the click budget.
In the case of CPM, you do not know where your ads will show up. After staying on CPM for sometimes you need shifting to CPC to get a clear picture of ROI.
However, in Optimized CPM, Facebook optimizes the ads itself. Based on its judgment ads are shown to those viewers who click most often.
Usually, these clicks are not quality clicks and do not bring effective conversion.
In Facebook, you have to go touch different possibilities in order to know the true potential of your ads.
Perhaps, once you are able to gauge your target audience and clicks you may receive, you can optimize the entire campaign yourself.
Moreover, the budget also falls in the place when you know where and how to invest. The right budget may start from $7-$8 per day to even $100 per day.
Moreover, starting with low amount is always advised.Using Click Per Mile gives an idea how much clicks your ad can get. Click To Tweet
3.Increase the Appeal of Your Ads with Attractive Images
Although, Ads when to appear on Facebook, they must stand apart. In FB home page, news feed, event updates photos take visitor’s eyes away from ads.
Therefore, to catch the attention, you have to come with unique and attractive images to strike the chord in the viewer’s mind.
Set aside a separate budget for high-quality images. Moreover, hire a designer to incorporate different elements in the ad image if you do not know how to do it.
Before selecting an image, keep these factors in mind-
Come with a unique and original photo that does not breach the rules of copyright. Instead of selecting one from stock photos go for creating illustrations, collage or fusion of image and text.
ii) Image tools-
There are many tools available in the market. There are many free tools and paid tools that can be used to bring out great image results.
Name of some free tools is Gimp, Irfanview, Pinta and image tricks.
Paid tools are also available at affordable prices. Some paid tools are Pixelmator, Photoshop etc.
iii) Sharable picture-
The picture should be shareable on Facebook. The sharing option allows it to garner likes and shares.
Sharing obviously allows it to reach friends of that account. Here the viewer puts your campaign one step further.
iv) The vibrancy of color-
Color plays a vital role in attracting viewer’s attention. Judicious use of color compels the viewer to pay a look at your ads.
The basic color of FB is blue, so avoid this color always. Contrasting colors work best here. Orange is considered the best color for FB ads.
Orange is less bright than yellow and less alarming than red. Again it is not gendered specific like pink.
Therefore, the thumb rule is researching what your competitors are doing. Your ad should not resemble your competitor’s ads.
The difference should be there else the effectiveness of your ad would get reduced.
v) Size matters-
FB has defined a certain size for ad images. Facebook runs on different platforms. So, the image must be used judiciously in order keep the quality intact.
Reduced size image will not bring required clarity. On the other hand, if you crop the image then again the quality would be reduced.
Right size will reflect in effective conversion rate. Do not buy expensive images unless you are compelled to. Ultimately it will crop and reduced to stamp size.
vi) Image source-
Although using stock photos and bring desirable edits and illustrations to make unique and attractive images.
Pick interesting images from websites like Fotolia. Search images through keywords and save valuable time.
Veer is similar to Fotolia and here you can buy images with real money. Freebies are also available here.
Istockphoto is another image site but bit expensive than Fotolia. It gives one free image per week.Creatively illustrated picture in Facebook ad has the enough ability to attract clicks. Click To Tweet
4. Attracting the Viewer
A Facebook ad has several points to win the attraction and interest of the viewer. Image, description, headline and a strong offer are those pillars.
Moreover, you have to manipulate them in order snatch viewer’s attention from news feeds, other ads, and photos.
The Image takes the center stage as it becomes the center of attraction while ad appears. Moreover, its relevance and appeal attract the audience.
The image takes over more than half of the ad space. The tile comes in blue and description in black which same for every ad.
You can only strike a distinction with the image. As discussed earlier the image should be apt and distinguishing.
After the image, the next significant element is obviously the description. Description of the ad is a second major attractor.
However, you cannot convey all your details in the image. Though you can add image texts, it is not enough.
The description should be short, crisp and to the point. Try to touch the point where the audience connects most, the emotional one.
After the description, headline plays a vital role. When scrolling down quickly, a catchy headline can be your bet. Make it stark, use innuendos but make interesting.
Moreover, linking landing page or a great content brings good conversion rate. Facebook advertisement is rewarding as it provides maximum relevant exposure.
A strong offer-
A strong offer is a sure shot tool for attracting the viewer. It always increases traffic and increases website CTR. Put the offer call in the image.
5. Track Your Facebook Traffic Using Google Analytics
You can track the traffic of your advertisement through Google URL builder. Google URL builder helps in setting parameters for the URLs used in custom web-based or email ad campaigns.
Although any campaign that does not use AdWords auto-tagging is called custom campaign. When a visitor clicks on this URL, the information of unique parameters is sent to the Google Analytics account.
Tagging important URLs like email subscription, contact form submission, and product purchase helps in effectively tracking traffic and conversion of any website.
This way tracking the traffic of the website becomes easy. It also helps in measuring how your email campaign is working.
In Facebook, using Google Analytics you can track which ad is working well and which not.
To make this entire thing happen, you need to have goal tracking set up in Google Analytics.
Therefore, create a link to your page containing Google parameters and place it in the Facebook ad as the destination link.Employ Google Url Builder to track traffic through your ad. Click To Tweet
Apart from these five points two other points hold the key to a successful Facebook campaign, they are test and analysis.
Testing is the key to every successful web campaign. Facebook allows revising campaign every week. So, you need to check not just the performance of entire campaign but also the performance of each of the ads.
Prepare different versions of an ad to observe which type is bringing better result in terms of clicks.
Your ad should conform to the rules and regulations of Facebook. Before preparing the ad, go through the rules and regulations properly.
The image can bring the most striking change in the performance of the ads. Many FB ads have witnessed big change when a better image was used.
After testing, next, you should analyze. Use Facebook Inside tool to analyze every action that you have taken under FB platform.
This tool provides information about the demographics, likes, and interests of people, who clicked on your ads.
Also about the demographics, likes, and interests of these people that do not fall under your list of targets.
This information helps you to broaden or narrow down your advertisement target. Page admin can view this Information in the Insight box situated in the left side-bar.
Successful Facebook Ad Makes Your Product and Service More Acceptable
1. Visual Medium-
The Facebook algorithm treats visual content more favorably. Visual content gets better exposure and grabs attention easily.
Human brain receives more visual information to than any other form of information. Your ad must be a visual delight.
Relevancy is the key to the success any ad. The relevancy should reflect in every section.
The image, ad copy, call to action, keywords should be connected with the product through its relevancy.
Facebook has recently started giving ad rank to its ads. It is similar to the ad rank system of Google AdWords.
If your ad is not relevant enough to your target audience then you are actually draining your entire hard owned money. Relevance is the key factor of FB advertising.
3. A clear Call to Action-
A clear call to action pushes the viewer to click on the ad immediately. This call to action should be strong and clear.
Have CTAs like ‘avail 20% off now’, or ‘subscribe now’ and add a sense of urgency in audience’s minds.
4. Carries an enticing value proposition-
FB ad carries an enticing value proposition to the ads. It tells why you should buy that product.
Value propositions should conform to logic and the extent of your ability. Do not make a false or unbelievable proposition which will make the ad a laughing stock.
You can put a stark or absolutely shocking proposition to attract visitors. But be careful about not conveying any wrong information about your product or service.
Nowadays advertising on Facebook is a must have. Because of its gigantic user base, Facebook has almost 90% users from almost every kind of businesses.
This massive user base allows companies to spread their product among a huge population spread around the globe.
Hence, it also allows targeting audience in different layers. Both advertising and result tracking are easy here. FB seamlessly allows advertisers to improve ads on every week.
Although, being the most powerful social media platform Facebook also helps in getting high CTR and better conversion rate for your business.
Dinesh has been doing digital marketing since 2007. Now he manages a team of digital marketers, developers, and project managers. As the CEO of Ads Triangle, Dinesh has helped hundreds of businesses to grow their revenue through digital marketing.