Do you run an advertising campaign on Facebook yourself? Make sure you take full advantage of the opportunities that this social networking site offers its advertisers. Many people think that turning on Facebook Ads campaigns is easy, so you don't need an agency. And they are right - the mere activation of the campaign is simple, but its proper optimization, knowledge of the tool and its capabilities, and experience in running advertising campaigns - this is the next level of initiation.
In this post, I want to ask you if you are getting the most out of your Ad Manager and the right strategies. I will ask you a few questions and if your answers are YES, you have nothing to worry about because you are doing it right.
Facebook's pixel is a piece of HTML with great power. It should be used during all advertising campaigns that direct potential customers to an external website, i.e. outside the social media such as Facebook. Why? Because thanks to the pixel, you can reach them with the message in the next stage of the promotion. As you can see, thanks to pixel you can enable remarketing!
And what is the main task of the Facebook pixel? It is to collect information about users and record their behavior. Based on the data it obtains, you can eliminate things that for example disturb the purchasing process on your website. You can see at what point users are not responding the way you think they should be and eliminate bugs.
If you are not sure if you have a pixel installed on your website or if it works properly, use a special plug-in for your web browser: Facebook Pixel Helper. Thanks to it you will see if you have a pixel on your website and if it is properly installed.
Who do you usually target with your Facebook ads? To the fans? To potential customers according to their possible interests? Great, but did you know you can create custom audiences?
These are people who performed a specific activity on Facebook, e.g. were active on the posts you publish or watched the video you shared. They can also be people registered by the pixel mentioned above, i.e. those who previously visited your company website and performed a specific action on it, e.g. filled out a contact form or clicked on the phone.
Facebook even goes a step further! You can create groups of people similar to them (e.g. 5%, 4%, 3%, 2%, 1%). These are the so-called lookalike groups. This group may include people who for example are customers of your competitors or who are similar to people who buy from you, but have not had contact with your brand so far. The size of the lookalike group depends on the match percentage, but it is usually several hundred thousand people! Think how this increases the potential of your advertising campaign.
Yes, the video ad format continues to enjoy unflagging popularity. The results of campaigns using video have greater reach and greater engagement than classic image ads. They are also cheaper - so when it comes to the advertising budget, it may be lower for the entire campaign.
Let me tell you that video formats also include slideshow. It can be prepared very easily. All you need to do is select the photos, and then put them in a dedicated tool in the Ad Manager, where you only need to select the display time of individual slides, as well as the method of switching between them. Have you used this type of advertising? It's also a video ad.
To use dynamic ads, you need not only a Facebook pixel connected, but also a file with a catalog of products available in your online store. These two elements will allow you to create an ad that is focused on the personalization of the creation. It is the Facebook algorithm that selects where the ad will be displayed to each user separately, as well as which image will be seen (if you add several text options, it will also choose among them). Interestingly, such a creation is constantly optimized by the algorithm. This is done based on the behavior of users towards advertising.
Dynamic ads are especially recommended for the promotion of online stores with a large number of products.
Sales funnel - have you ever heard of it? If so, are you taking advantage of it by activating your ad campaigns? If not, listen carefully as it can change your way of thinking about advertising campaigns 180 degrees.
The idea is to create several stages of promotion. At the first stage, introduce yourself to the potential client and get the greatest possible reach. The second stage is recognition - we want to be remembered. The next stage is building commitment. We want the recipient of the advertisement to perform a specific action, e.g. add a comment, go from Facebook to the website. Here, he should feel a kind of bond with the brand and feel the need to buy (if you conduct promotional activities with the primary goal of selling). Finally, we sell or invite you to fill in the contact form and join our remarketing activities.
As you can see, a sales funnel is a multi-stage strategy that can bring you specific and permanent benefits in the long run.
Did you answer YES to all the questions? I'm impressed. You know how to prepare an effective advertising campaign on Facebook. You know the capabilities of the Ad Manager tool and have the appropriate knowledge to ensure that the campaigns you create bring the results you want.
Did you answer NO to any of the questions? Hope this short article helped you gain some insight into what your campaigns are missing. Based on this, you can make changes for the better. However, if you do not know where to look for the above-mentioned options and would like to use professional help, please contact me.
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