Businesses are facing new challenges on Facebook because of adjustments to its news feed algorithms. These changes make it harder than ever for businesses to obtain visibility on their audience’s news feeds. These changes mean one thing: businesses need to spend money to achieve visibility. Because Facebook ads are more important than ever, business owners will need to know best practices to ensure the most successful Facebook ads possible. We’ve compiled a list of tips to help you create a successful Facebook ad.
1. Define Your Audience
One of the first steps you should take when creating a Facebook ad is to define your target audience. You’ll want to be as specific as possible, narrowing down all desired demographics. Facebook allows you to target your ads based on many different demographics including age, location, profession, gender, education, and more. The more specifically you define your audience, the better chance you’ll have at reaching your desired prospects.
2. Create Unique Ads for Each Audience
If your company appeals to different demographics, you can create different ads that are targeted to your different audiences. In some cases, you might want the same exact ad to be sent to multiple distinct audiences. You might also want to design specific ads to each audience. Often times, businesses will have the same picture and same general idea but will alter their copy slightly to appeal to different demographics, especially age demographics. Tailoring your ads to your specific audience will improve their success because your viewers will relate to them better and be more interested in them.
3. Establish a Budget
When you begin an ad campaign, you’ll want to establish your budget. However, once you run your ads, you’ll want to increase your budget to the more successful ads. It’s important to reevaluate your budget frequently based on periodic reviews of the success of your ads. The more money you allot to your ads, the more successful they will be. Therefore, it’s important to increase your budget on successful ads and make adjustments to less successful ads before pouring more money into them.
4. Connect Ads to Landing Pages
Because you’re spending money on your ads, you’ll want to get something valuable out of them. For this reason, you should avoid sending people who click on your ad to a generic page on your website. Instead, send them to a landing page where you can capture their information for future contact. Landing pages can help educate users before they make a purchase, provide them with something valuable, and provide you with a method to capture their information. It’s important to connect your Facebook ads to landing pages in order to get your money’s worth on these ads.
5. Provide a Valuable Offer
When you create a Facebook ad, it will link to an offer of some sort. Make sure that this offer is something that your target audience will find valuable. This offer does not necessarily have to be of high monetary value, but it should be something that your target audience wants. It might consist of an ebook with useful information, a subscription to a newsletter with information and coupons, or a discount code. Whichever offer you use, choose one that your target audience will find valuable to encourage them to click on it.
6. Use Strong Visual Content
In order to attract your audience, it’s important to use strong visual content. Whether an image or video makes more sense for your ad, it should be of high quality and be attention-grabbing. Visual content is more influential than text, as it is more likely to get a person to stop and read your ad. It’s important to have strong copy that communicates your point, but your visual content is what will initially attract your audience, meaning it should be of the highest quality.
ImageWorks, LLC | Facebook Advertising Management
Although it may seem easy to get started with Facebook Ads, if you're not careful and detail oriented, you can end up blowing your spend with little to show for it. At ImageWorks, we've taken the time to study dozens of accounts and hone in on the mistakes that often cripple a company's first efforts. If you're concerned about your social ad's performance or are looking to outsource ad management to free up time in your schedule, we're a natural fit.