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Today, Facebook stands as the reigning king of all social media platforms with over 2 billion monthly active users, according to Statista. And by utilizing Facebook’s Ads Manager, you have the ability to advertise your product or service to all of those users.

Digital marketers no longer have an excuse to ignore this top-performing opportunity. According to Facebook, 1.6 billion of their users worldwide connect with small businesses. The great thing about Facebook ads is that the size of your business does not matter, it’s about being smart about your online ads and knowing how to use them properly.

In this blog article, we’re going to show you how to run Facebook ads.

What are Facebook Ads?

If you aren’t already aware of Facebook ads, now is the time to hop on the bandwagon. Although you may be living under a rock, considering Facebook is the most used platform for social media marketing.

Facebook currently has the best targeting abilities across all social media ad platforms. This entire process is possible because of the amount of data that Facebook can collect due to its users adding information to their profiles, such as their birthdays, location, jobs, interests and much more. Because of this voluntarily added data, it is possible to target these users with products, services and events that they are likely to find interesting.

While you don’t have to be an expert to run Facebook ads, it can take some time to learn the dashboard and produce conversions.

How To Run Facebook Ads

By utilizing Facebook ads, you have the ability to show your ads to selected groups of people based on interests, demographics, and behaviors, so that you hit the “warmest” audience possible, or the market that’s most likely to respond. Let’s start from the beginning:

The kind of questions you first need to be asking yourself:

  1. Who are you advertising to?
  2. What qualities do these people have that you can use to target them?
  3. Has your Call To Action (CTA) been defined?
  4. What type of ad might work best for this? (carousel, video, story, etc.)

By knowing the answers to these questions, you are well on your way to raising your Facebook ad’s conversion rate.

If you’re entering Facebook Ads Manager for the first time, let’s get some vocabulary out of the way:

  • Campaigns – Campaigns house all of your ad sets and ads
  • Ad sets – Ad sets refer to each of your separate audiences made up of unique  characteristics
  • Ads – This is where, of course, the ads you’ll be serving to the audiences you picked out,  are created and live. If you’re practicing Facebook ads correctly, you’ll most likely have a variety of ads that vary in copy, creative and color.

What Makes An Effective Ad?

If you think about it, there are three components to an effective Facebook ad: the copy, the creative and the targeting. Without one or if one is not being utilized to its fullest potential, you are missing a big piece of the marketing puzzle. 

 

The Creative

Marketers used to be able to get by with generic creative, but those days are long gone. Not only does Facebook’s algorithm favor highly creative and engaging ads, but also your audience is way more likely to remember this piece of content and even go as far as sharing it to their feeds.

An important rule to note for the creative used in Facebook ads: Only 20% of your image can have text on it, otherwise, Facebook may reject your ad and/or it will have trouble spending, causing it to reach fewer people. Your image should also be at least 1200 x 628 pixels. To really grab the audience’s attention, do not be afraid to add a splash of color and add contrasting colors.

Here’s an example of a paid ad we ran for one of our clients, WANDRD. Over this ad’s lifetime, it achieved 11 million impressions and a 3.91 Return On Ad Spend (ROAS). What this means is that for every one dollar put in, we generated over three dollars in return.

The Copy

Does copywriting for Facebook ads still matter? Of course, it does!

While the creative first catches the eye of the viewer, the copy is what keeps them hooked and persuades them to proceed with your CTA. You want to excite, persuade and entertain your target audience. Because of the detailed targeting, you will have access to, you can edit your copy so that it speaks to one particular type of person. You know what characteristics you are targeting, so cater to those characteristics in your text. Just be careful; Facebook has restrictions on calling out specific customer attributes directly relating to age, gender, relationship status etc.

Ex. You want to run ads for an activewear line. It would be best if you were targeting your ads to a demographic that values health and wellness. Call this out in your copy, bring attention to it.

Going back to the basics, remember that your copy should match your creative so that the ad acts as one cohesive unit. State only one CTA, otherwise your audience might be confused as to what action they should take next and that could potentially lower your click-through-rate. 

You should also test out different variations of ad copy to see which ad sets are resonating best in Facebook Ads Manager.

Targeting

Targeting is arguably the most essential part of the Facebook ads equation. You need to know whom you want to advertise to and how to reach them at precisely the right moment in time.

When you first set up your ad’s audience, you start with general demographics: age, gender, location, education level, job title, etc. Easy stuff. But, don’t be foolish and think it ends there. Let’s dive deeper.

The next step is to narrow down your audience by defining their interests. Let’s say, for example, you’re running ads for a golf apparel company.

Is your audience interested in golf? Are there specific golf brands you can target? How about similar sporting interests? Golf publications? Think outside of the box. And don’t just select one interest. To get the most bang for your buck and to see immediate results when testing, you need to target niche audiences.

Wrapping It Up

Learning how to run Facebook ads could be monumental for your brand if you’re not already utilizing this key capability. By having the right objective and targeting behind your ads, as well as the right creative and copy, you’ll see an increase in your conversion rate.

If you’re interested in learning how we can implement paid media strategies for your brand, contact us here.