Since social media has gained prominence in the life of people, businesses are trying to find ways to tap in to the opportunities to push up the sales. And the platforms are only trying to make it easier for them in a way that they themselves can reap benefits, results of which is introduction of paid social, now flourishing dramatically. Companies are spending around 50% more on social advertising with ad revenues expected to reach $35.90 billionby 2017.
No surprise here that Facebook (with Instagram) gets the major chunk of that pie, around two-third of the social ad spend in 2015. They continue to experiment and bring new features to empower their advertising model which attracts more and more business to invest.
If you want to make the most of the Facebook ads, know these 10 tips / features to use the platform to meet your marketing goals.
Report Analysis
The part is treasure trove of the most valuable insights, especially its ‘Breakdown’ section. It tells about things like performance of yourmobile placements (like Instagram placement or mobile news feed placement), regions that are converting (or not converting), the gender your ads are influencing most, etc.
Lead Ads
Latest often means best, which is also understood by the case of Facebook Lead Ads. It allows advertisers to collect lead data through a form within the Facebook platform, eliminating the need to take the visitor to your landing page of your website. Here’s how to go about it.
Have a clear objective of lead generation while creating a new campaign. At advert level, just add a lead form, choosing questions of your liking and addition custom questions if you want. After that, the only thing that remains is the formality of adding ‘Disclaimer’and destination URL, linking ‘Privacy Policy’ page. At this stage, you can customize your form before previewing and actually creating it. (The tool is similar to Twitter Lead Cards)
Attribution models
Your conversion goal would be different than others, and you need to make changes accordingly. By understanding rules for conversion count with respect to the time taken by the user to interact with your ad, you can work intelligently with the FB attribution model. To change the attribution model, go inside the ‘Manage adverts’ where under ‘Columns’ you can customise columns through the option ‘Customize Columns…’ which ultimately leads to ‘Change Attribution Window’.
Lookalike audiences
When Facebook imitates the criteria of your current customers or audience to generate similar audience with similarities ininterests, demographics, behaviours and likes, the result is a lookalike audience. But the process is initiated with conversion goals in mind.
Instagram placements
Instagram if works good for your branding goals, it will make sense to look positively towards Instagram placements that now appear within the Facebook Ads Dashboard since 2015. Ad it’s really easy to do. Just be assured of the performance by testing with smaller budgets.
Location options
Location targeting can be done very specifically which companies often are not able to take advantage of. What kind of location selection would give you the best response; do you want to target people of a specific city or those who are coming to a specific location routinely in the same city? It is just one example. Work on your own location targeting.
Remarketing
With the audience segmentation options in Facebook, you can control the pages / domains to include or exclude which lets you pick the remarketing window length. Those buyers who have viewed / purchased / added specific things to their cart can thus be remarketed similar products or accessories. Then there is the option of Dynamic Remarketing, where the ads change depending on their purchase or product viewing.
Breakout campaigns by placement
Different placements in Facebook mean different performance which you should be watching (being directly related to budget). Placements can very distinctively get translated into mobile v/s desktop, thus breaking your campaign in that manner will make sense, both for manual bidding or FB optimization of clicks.
Content communicating with your audience
Granular targeting methods allow you to be well informed of the demographics you are addressing and their interest, behaviours, etc. This will help you to come with the content that speaks to your audience as per their need and activities.
Multiple creatives and copies
Don’t just have single creative and copy to be happy with it. Have as many variants in front of you as you can manage and discuss as to which one has the potential to best click with your target audience.Optimization will be done by the Facebook on the basis of the ad performance as well as your conversion goal. Try ‘Carousel’ for its multiple values stuffed in a single creative and are known to reduce both CPA and CPC.
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