Not getting the results you want out of your Facebook marketing? From standard ads to promoted posts to Offers to retargeting, it can be overwhelming to figure out which ad types will deliver you the best results for your objectives. Below are 4 tips to help you use Facebook more effectively as a paid media channel:
1. Make it Visual
They say a picture says a thousand words. This no truer for Facebook ads, where eye-catching, unique and high quality images will always outperform. Visual content is favoured by the Facebook algorithm, so organic reach tends to be higher. There's a great one-page reference of Facebook sizes that I use on a regular basis to help ensure visual content meets all the right specifications, find it a reference here.
2. Make it Relevant
Facebook has very rich targeting options, so your ads are always relevant and useful to your specific target audience. Using targeting also ensures your budget is managed cost effectively and you'll get better response rates.
Facebook recently launched a new feature in the Facebook advertising platform that rates your ads and gives you a relevance score, similar to Ad Rank in Google AdWords. The more relevant your ad image, ad copy, and destination page is to your audience, the higher your score is -- and the more favourably Facebook will treat your ads.
3. Include an appealing value proposition
A value proposition is what the user will receive from your product or service. The more unique or exclusive for your customers, the better response you will receive. The proposition should be believable and realistic - for example a 20% off coupon, or a claim to 500,000 products or the best customer service with 100% satisfaction guarantee.
Brands that use an exclusive value proposition will outperform others that offer generic discounts or claims.
4. A clear call to action
In online advertising, you only have micro seconds to get an audience's attention. By clearly stating what you need them to do in your ad, you create optimum optimum opportunities to capture and engage and reduce the barriers to sale. By adding a call to action like “Buy now and save X%,” or “Offer ends soon” you also add a sense of urgency to your customers.
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