4 categories to get your heels into Facebook Ads

31 May

Of course, you can’t know everything there is to know about Facebook ads, but we’ll give you 4 important categories to work on in this blog.

  1. General
    1. Pick your main objective so you know what goals to pursue. Increase website visits, increase Facebook likes, engage visitors more…? Based on this you can pick your advertising schemes. If you don’t know where to start, try with increasing page likes and increasing footfall.
    2. You don’t need an FB page to create an FB ad. You can carry on with you ad by choosing the clicks to website or website conversion The only difference is that your ad will appear in the right column as opposed to the news feed.
    3. Use Facebook offers to promote a deal exclusively to FB users. Either give away content in exchange for an e-mail id – like a whitepaper or titbits about something interesting and exclusive. Or use coupons, discounts, or offers (preferably with deadlines) redeemable only at your brick-and-mortar. This engages them or converts them into leads. Make sure your CTAs are clear, brief and direct.
    4. Highlight special deals on this platform. You could use paid advertising to do this. It’s a quick way to draw attention to your latest deals or products. Also remember that over half of Facebook activity happens on mobile devices, so using this medium to advertise your latest happenings means more people are going to see it faster. This is also a good place for app developers to promote their wares.
    5. Sponsored stories increase your chances to be seen. Organically generated stories usually get buried in the news feed. The good thing is that you can opt out of sponsored stories any time you like.
    6. Content is still king. So you need to customise a kickass ad headline or FB will automatically use your page title for this purpose. While your social media image is impactful, your headline actually delivers or confirms the message crisply.
  2. Cost Control
    1. Ensure bidding options are helping your ad. Control costs by choosing the right bid set-up. Choosing the default recommendation keeps you within budget. Bidding for clicks or impressions allows for customization.
    2. Choosing a daily and lifetime budgets depends on your campaign requirements. The former stops showing your ads once the budget for the day is reached. The latter lets you choose the budget for the duration of the campaign. Each campaign has a separate budget. However, apart from the daily minimum spend required, you can change the campaign end date or budget any time you want.
  3. Image Ads
    1. Images are powerful tools. Use images to quickly attract attention. They also stand out better in a news feed. You get 6 free image ads – so use as many to figure out which works well. Just ensure they are of the right dimensions – 1200×630 pixels, or at least 600 pixels for a comfortable appearance in the news feed. Take it a step further and use videos.
    2. Stick to the guidelines of posting an image ad. This means the text appearing on your image must be less than 20% of the ad. Otherwise it doesn’t get approved to appear in the news feed. The grid tool helps you calculate this text: image ratio. But some clever advertisers discovered that moving text around slightly can bypass this rule!
  4. Targeting
    1. If you’re running a paid ad you’d might as well make use of the advanced targeting options. It can target people based on age, gender, location, job profile, language, and many other demographical types. Furthermore, you can use targeting capabilities for some incredible deep interest targeting. Further narrow options under “More Categories.” For instance, if you’re promoting an anti-ageing beauty cream, you can specifically target a demographic of women above 25 years old.
    2. You’re audience metre should point to an optimal number, nothing much more or too less. You can gauge this number based on the estimate Facebook gives you of how many people you are reaching. A few thousand people can be considered a good performance. Consider removing a few restrictions is the number dips below this, and vice versa.
    3. Targeting works extremely well locally. You gain access to people who live in and around the region. So you can increase in-store footfall by targeting them and coupling some good offers, too.
    4. Customise your audience and upload your mailing list to FB. This way you can build on your existing leads and target people you already have a relationship with. It’s a good way to increase conversions as users are already familiar with your brand.

With these elementary pointers, you are good to start the fundamentals of your Facebook ads!

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