How to be a Facebook Ads Influencer
Create conversion-worthy ads when you know your business goals, target audience, and red flags using Facebook Ads Manager’s campaign and management tools.
Broad ad targeting on the internet is nothing new, but something about the approach can end up feeling like your pile of daily junk mail. The obvious issue at work here is that, with over $17 billion spent on Facebook ads, there’s no shortage of marketers tossing ads into the ether. At any given moment, you might be targeted by agencies managing client campaigns or social media specialists trying to boost their company’s reach.
Anyone can assemble a Facebook ad campaign. With a credit card and sentence-writing abilities, your ads can be on display for the whole world to ignore in less than 15 minutes.
Luckily, there’s a formula you can follow if you want to change the narrative. Using compelling creative and writing clear copy should be a given for creating effective ads, but following three simple rules will enhance your ability to be a good marketer, make Facebook friends, and influence people to conversion with Facebook Ads.
Clarify the Goal.
Did you know there are 11 different types of campaigns available through the Facebook Ad Manager? Beyond boosting post reach and acquiring Likes, skilled marketers create ads that earn email leads, promote online apps, or even drive website conversions.
Those with the magic touch don’t use magic at all but take the 11 options and mold them to their specific needs. Think video ads that drive the installation of an app directly from the Google Play Store. Or the hyper-local promotion of a coupon that measurably gets new customers in the door.
Before charging boldly into the creation of a Facebook campaign, think about your overall business goal. What are you hoping to accomplish through the use of Facebook advertising? Promoting brand awareness? Driving sales on specific products? Earning foot traffic to a brick and mortar location? Then think about which campaign best fits your needs.
It’s all too common that marketers skip this simple step.
Tailor Facebook’s Targeting Options.
Okay. You’ve nailed down exactly what kind of campaign you want to run. Now you just need to target the right person.
Have you thought about whether you want ads to run domestically or internationally? Do you want to target Baby Boomers, or Generation X? Do you think affluent spenders will respond better to your ads, or coupon clippers? Have you thought about retargeting people who have already hit your website?
For the mad scientist marketers, there’s even third-party targeting you can layer on top of what Facebook offers. While acknowledging the fact that it’s impossible to maintain sanity and control for every targeted population, let’s also acknowledge that baseline targeting options are what separate poor or mediocre campaigns from excellent ones.
Use whatever resources you have available to study the targeting options that Facebook provides – customer data, industry research, purchasing behaviors – to determine which categories could best help you achieve your overall goals. Too many marketers fail to research the available targeting parameters until they’re actually creating their ads.
Use Negative Feedback to Refresh.
A hallmark of effective Facebook advertising is tracking your campaign results and flexibly adjusting your ads as needed throughout the campaign.
Most marketers know to keep an eye on CPC and click-through rates. But Facebook metrics like Negative vs. Positive Feedback levels, as well as Facebook’s Relevancy Score, are just as crucial indicators of the health of your campaign. If your ads begin showing significant negative feedback, and if the Relevancy Score starts dropping, it’s obviously an indication that a change is in order.
Ultimately, your judgement of the quality and strength of your creative is more nuanced and primary, but temper your disappointment with negative feedback or poor campaign results. Often times it can provide valuable insight into either your targeting efficacy or the creative direction that you’re heading.
This is worth saying again: positive results are the prize, but negative results can be just as valuable if you properly track the data and use it to effectively change direction moving forward.
The foundation of any great Facebook campaign lies in the strength of the creative and copy that you’ve crafted. But the simple rules above, followed consistently, will help you take that great foundation and reach the people who truly matter to your brand or organization. For more information about how RLC Media can boost your social media and marketing results, contact us today.