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When spending your advertising budget, you may need help figuring out how to get the most out of your money. Besides, there are a lot of different marketing and advertising alternatives. How do you know which will work best for your business, reach your desired audience, and give you the greatest return on investment?
Despite all the changes Facebook has undergone in recent months, it’s still a great place to advertise your business. Ads are affordable, and you can target your “ideal” customers. With about 1.93 billion people using this social media platform daily, you’re sure to reach the audience you want.
As with any marketing or advertising platform, you should approach this endeavor with a solid plan or strategy. Without such a plan, you could throw flyers off a bridge and hope for the best.
Why should you use Facebook ads?
Why should you use paid Facebook ads? Here are some key benefits you can enjoy by advertising on Facebook and developing a targeted strategy.
Ability to reach a large audience
With nearly 3 billion monthly active clients, Facebook is still the largest social media platform. Because it attracts such a large user base, you can get your brand noticed on a large scale.
Ability to fine-tune your targeting
Facebook’s targeting features are some of the best in the industry. By default, the platform displays your ad to users most likely to be interested in it. However, you can further refine the targeting based on the following:
- Interests, geography, age, and many other factors.
- Previous engagement with your business
- Similarity to your best customers
- Access to reliable ad analytics
Facebook’s analytics provide you with comprehensive insights into your ad performance. You can use it to track your performance in real time. You can even create custom reports based on the metrics that matter to you.
Facebook Ads Strategy 2023
If you’re advertising on Facebook for the first time, this landscape may seem like a scary new territory that no business has entered. But it isn’t. There are greater than 3 million services actively promoted on Facebook.
“Wait a minute .. Isn’t it oversaturated, then? Should not I advertise elsewhere?” There are so many marketers on Facebook since it works. It’s a great way to reach your target audience and get them to act (ideally, buy your product).
However, you must know that only some of those 3 million advertisers succeed. Many have yet to understand their ideal customer and how to target the people they wish to offer.
So the question is whether you should advertise on Facebook. Instead, the question is how to advertise correctly to make the ROI worth it.
What you should know before you set up your Facebook ad
We understand you’re excited, but some pre-planning will help make your campaign more successful.
First, you need to know who your customer is:
- Who are they?
- What is their family situation?
- How much do they make?
- Where do they live? (Both geographically and whether they own or rent).
- Where do they work?
- How do they spend their free time?
Once you know who they are, take it further and understand their thoughts.
What keeps them up at night? What is their emotional state, and what needs do they want to be met? How do they identify themselves? How they see themselves is typically more crucial than exactly how you see them (even if your view is much more practical).
Next, walk through the average Customer Journey. What steps does the customer go through when they:
- Recognize that they have a problem
- Recognize what the problem is
- Discover possible solutions
- Become aware of yourself as an option
- Decide to purchase your product
This path may look slightly different for each customer. However, in general, they fall into three categories:
- Awareness phase (top of the funnel).
- Consideration phase (middle of the funnel).
- choice stage (at the bottom of the funnel).
Why is this important for you as an advertiser? Because you will adjust your content, offers, wording, and call to action depending on the phase of the Client Journey your possible buyer remains in.
Lastly, it would be best to split your audience into segments based on which stage of the Customer Journey they are in. That will allow you to make the relevant offers to the right people at the right time.
Right here are some examples of feasible audience sections:
- All new clients in the “prospect” stage enter your funnel as cozy leads because they want your item.
- Warm leads have seen your site but have yet to take action. You can use retargeting to remind them that you are there, waiting for them, with the solution to their problems.
- Engaged blog readers like your blog and like to come back again and again. They will share your content on Facebook or make a purchase.
- Landing page visitors come to a specific landing page and will likely be interested in that product.
- Visitors who abandoned their shopping carts were this close to making a purchase. But something stopped them. They may need a little push to complete their purchase.
- Returning customers love your brand. They have purchased from you in the past and are happy to return. These customers can advocate for your brand by praising and recommending your product to their friends.
- As you learn more about your audience, you can discover different segments requiring different messages.
- Consider how your Facebook method will differ depending on who you’re promoting to and where they remain in their trip (and in your channel). Think about these alternatives.
- If you want to target potential customers, you can create ads around your brand or content that helps them understand their problem (and positions you as an expert).
- If your goal shifts and you want to CONVERSE with prospects, you’ll use contests, giveaways, free trial offers, and lead ads.
- When it’s time to move prospects to close, you’ll use lead-nurturing campaigns, discount offers, sales campaigns, and limited-time offers to get them to buy.
- Once prospects become customers, it’s time to press them with premium deals, reference programs, upsell projects, and helpful information concerning their acquisitions.
Before we dive into Facebook advertising strategy, there’s one more step. It’s called the Facebook Pixel, and if you want to track your conversion (which you do), you need to install it. The Facebook pixel is a chain of tracking points you take from Facebook and embed into your website. After that, it tracks what visitors do when they pertain to your website. That allows you to tailor your ads to actual user behavior better.
Not very tech-savvy but still want to set up your website? Facebook provides step-by-step instructions on how to install a Facebook Pixel on your website.
Facebook advertising strategies
Now that you’ve laid the groundwork for strong Facebook ads, we can look at different strategies you can use for your ads.
Depending on the audience segments you want to target, these strategies may not all be appropriate. Keep your audience research in mind when looking at these options.
1. Combine Facebook ads with content marketing
Many businesses make the mistake of targeting warm leads with ads designed to convert them into paying customers. They know better. They know a warm lead has yet to be ready to buy from you. Instead of scaring them off with sales-only offers, please provide them with helpful content that answers their questions and solves their problems. This content needs to be short, engaging, and valuable. Be patient. Eventually, you will convert those warm leads into customers.
How do you do that?
- Create web content.
- Share material on Facebook.
- Ask your team members (and possibly a handful of pals) to like and share the article.
- Boost your Facebook message so you can get to a larger target market.
2. Use giveaways and contests
Facebook contests can be something other than sales-focused. Instead, by introducing your conversion funnel, you can offer a potentially high-value prize to increase brand name recognition that will undoubtedly pay off in the future.
3. Use lead ads to build your marketing list
A large Facebook following is great, but Facebook “owns” your contacts. If Facebook changes its algorithm or stops operating, you lose access to those people.
Consumers can enter their email addresses directly into Facebook (without extra steps or friction) and receive a gift. You can add their email to your marketing list and include them in future marketing campaigns. If you create a lead magnet, such as a free e-book or course, and then run a lead ad, you can build your marketing list.
4. Include video ads
If you’ve been running advertisements for a while and not getting the outcomes you were expecting, or if you’re new to Facebook advertisements and intend to check out different options to see what works best for your circumstance, video clip ads might be just what you need.
Adobe found that shoppers who watch videos are 1.81 times more likely to purchase than those who don’t. Not only are videos popular, but they also have the lowest reasonable cost per click (CPC) compared to other ad types. Want to sweeten the deal even more?
5. Create Facebook and Google ads
While many marketers view these platforms as one or the other, Facebook and Google complement each other very well.
Again, your strategy must depend on the goals of your campaign and the audience segment you want to target. For instance, someone searching for a specific product, such as a new computer, is most likely prepared to acquire and is simply researching alternatives. Utilizing the ideal keyword phrases and creating Google ads around those key phrases can be better than targeting warm leads on Facebook with enhanced brand awareness.
6. Use Facebook Mobile Ads
Before we go any further: Is your website or landing page optimized for mobile ads? If your website is not set up for it, you are not ready for mobile ads. That means users will have a positive user experience regardless of their device. Even though 94% of Facebook’s ad revenue was generated from mobile devices, you’re throwing money out of the proverbial window if you send potential customers to a website that causes them frustration.
Facebook Ads Best Practices for a Successful Advertising Campaign
Effective use of the Facebook Pixel
The Facebook Pixel is the key to tracking conversions you receive from Facebook. It is just a small code that you need to add to your website. You can use the results obtained with the help of the pixel to retarget visitors and reach the warm audience again for multiple business impacts, thus improving your conversion rates.
Adjust the frequency of ads
It takes 7 to 8 ad impressions for a new user to remember your brand. You need to adjust your ad frequency to make the most of your ad campaigns. Also, adjust your budget accordingly because the more often your ad is shown to the same viewer, the higher the cost will be.
If you test, you win
It would be best if you had testing to succeed with Facebook ads. You need to test everything: Your ad copy, CTAs, ad titles, ad descriptions, ad timing, and ad formats to know what works and what doesn’t.
Track and optimize
You can only scale your ad campaign with analytics and accurate tracking. Use Facebook ad analytics and other powerful analytics tools to know where you stand with your Facebook ad campaigns.
Conclusion
When developing a strategy for your Facebook ads, the most important thing is understanding your audience better. All the fancy strategies and new tricks will only help if you know who you’re selling to and how close they are to buying.
Please get to know your ideal customer to learn who they are, what they do, and want. Once you know where your prospects are on their path to purchase, you’ll be better able to get them to buy your product.
Facebook may have changed, but the value of understanding your customers will always remain the same.
Frequently Asked Questions
How can I target an audience using the Facebook advertising platform based on language?
All you require to do is follow the standard setup procedure. Then, under your ad set, click on your ad options and select a specific language audience you want to target in the “Detailed Audience Targeting” section.
Will I lose my Facebook Ads money without getting the results I want?
Unfortunately, that is the case. Assuming you don’t follow the setup procedure properly, don’t focus on optimizing your ads, and need to do your research well, there’s an increased chance you won’t get the results you want with Facebook Ads, wasting your valuable money.
What if Facebook doesn’t approve my ad?
There can be several reasons why Facebook rejects your ad the first time. However, you can review the reason for rejection, correct your mistake, and reapply for review.
Are Facebook ads more effective than Google ads?
That depends on the intent of your marketing campaign and budget. If you want to target your customers and make them aware of their problem and have a limited budget, Facebook ads may be ideal. In contrast, Google ads target people already searching for the product or solution you’re offering. These hot leads need immediate answers and will cost you more than Facebook ads.
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