With all the hype around Facebook advertising, it can be easy to get caught up in the whirlwind. Though it’s true that Facebook ads are a powerful tool to generate incredibly targeted traffic to your business’ website, if you don’t take the time to strategize and implement a well-designed Facebook ads marketing plan well, you can easily lose big money on the platform.
That’s why it’s essential to take the time to set-up carefully from the start. Read on to learn our tips to get you on the right path.
Target the Right Audience: Are you trying to reach the right people with your ads? Perhaps your audience selection is too narrow or too broad. With too small an audience, you may be missing out on many potential customers who could be interested in your offerings. Consider widening your scope and inviting in more viewers.
With too broad a group, however, you may simply be showing ads to parties who have no need for your product or service. In this case, you may wish to show your ads to a more specific group who are likely to want what you offer. Test out a narrower target and see if this improves your return on investment (ROI).
Check Your Messaging: Does the tone and imagery of your Facebook advertisements match your audience and offering?
If the writing and visuals don’t match your service, product or your business as a whole, you’ll likely turn away potential clients simply because they will have a hard time understanding what your brand is all about. You only have a few seconds to attract attention and get that click, so make sure your messaging is consistent, crystal clear, and presented to the right audience.
Experiment, Experiment, Experiment: We can’t emphasize this tip enough. If you don’t perform controlled experiments with your Facebook advertisements, you’ll never reach the ROI you dream of.
Facebook makes split testing (also known as A/B testing) easy for you. Draft an ad and make a version with one minor difference and apply this to your test. The distinguishing factor could be in your ad copy, audience, or any other variable you choose.
The results of split tests are powerful things. Armed with your ad results, you can easily determine which variable is the better performer. This information, of course, will allow you to improve the performance of future advertisements.
But don’t just perform one split test. Continuously improve your advertisements with this tool and watch your Facebook Ads ROI grow.
Too many companies don’t take their Facebook advertisements seriously. When their ads fail, they wonder what went wrong. For those businesses who take the time to advertise on the platform with care, however, they’re likely to discover just what an immense impact this powerful marketing tool can have.
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