Facebook advertising is one of the most efficient ways to connect with your audience on the world’s largest social network. This is because Facebook’s micro-targeting features give you amazing access to scale your right audience, this means that Facebook ads can get your message right in front of the people who are most likely to want your products or service
Ads are targeted to consumers based on their location, demographic, and profile information. Many of these options are seen only on Facebook. When you create an ad, you set a budget and bid for each click or thousand impressions that your ad will receive. When creating an ad within Facebook Ads Manager, one of the first things you’ll need to figure out is who you’re trying to reach.
Once you’ve built an ideal customer avatar, Facebook offers various unique and powerful methods of targeting to get your message to the right audience but let’s look at a few of them:
Target The Right Audience
You have several tools at your disposal to identify, understand, and ultimately reach your target audience is a user of Facebook Business Manager. Incredibly wow right? We’ll walk through some of those tools and how they can help you grow your business as a marketer. Building Your Own Audiences Perhaps the most powerful asset at your disposal is the audience’s tool, which lets you build custom, lookalike, and saved audiences.
We’ll dig a little deeper into what each of these is, and how to use them in the most effective way to grow your business later. Here’s a quick overview of how Facebook lets you target specific groups of people based on Location, Demographic Interest, Behaviour, and Connection.
Location — This type of targeting is exactly what it sounds like — it allows you to target people based on where they are in the world, whether that means particular communities, cities, countries, or any other location-based parameter.
Demographic — Demographic targeting helps you select audiences based on age, gender, job, relationship status, education level, and more. Even though you cannot aim your target based on an individual, personally identifiable information, you can get pretty much be specific with who you want to reach.
Interest — Interest targeting is considered extremely helpful in targeting groups of people based on what they want or what they like (rather than who they are). If you know who your target consumer is, and you also have a good idea of what their interests are. With this information, Facebook already knows who those people are. You can target anyone from digital marketers to Tom fans Page to Fashionistas to Italian food-lovers — and everyone in between.
Behaviour — Behavioural targeting allows you to reach people who have taken a specific action in the past, whether that’s purchasing certain products, using certain devices or operating systems, and more. It can be very useful especially for building lookalike audiences, as you can build audiences of people who haven’t done something in the past, but who are likely to take that action in the future.
Connection — Lastly, you can target audiences based on whether they are (or are not) currently following your page. This can be helpful for reaching new people, or for reinforcing your message to people already familiar with your product or services, targeting on Facebook can get highly granular as you can see, and is designed to help you reach the perfect audience.
Let’s briefly explain how you can set up custom, lookalike, and saved audiences — right within Facebook Ads Manager. A quick view — to harness the full power of the audiences tool, you should implement the Facebook pixel, a piece of code added to your website to help you track and measure consumer activities on your website. Your target audience should be aligned with your lead ad’s objectives.
These are the three primary audience types you can choose from:
Lookalike Audiences: If your motive is to expand your customer base then create a Lookalike Audience modelled off of your most valuable customers in order to find similar users.
People near You: If you have one or several locations and your account is managed by a Facebook representative, you can use the business locator feature and target ads to people in the range of your stores. This consumer segment is ideal if your aim is to schedule appointments, demos, or simply encourage customers to visit.
Custom Audiences: These can be extremely useful for running retargeting campaigns, which allow you to further nurture leads or prospects who have already completed certain steps of your sales process. Custom audiences are very good and effective for retargeting, they also come in handy for prospecting.
Now that you have your audiences set up, you can include these as exclusions when you’re setting up a Facebook ad. This simply means that you can ensure that your ads only reach people who have not taken that action in the past — i.e., net new prospects.
Also, you can build custom audiences with the help of information from the Facebook pixel, which lets you segment visitors based on some action or set of actions they’ve taken on your website or Facebook page. You can build a custom audience based on a wide variety of user actions, including Viewing a specific piece of content, adding something to their cart, Submitting a form, Watching one of your videos on Facebook,
Requesting for a free trial, Registering for an event, Interacting with a Facebook post Initiating a checkout and much more. Examples of custom audiences are people who have subscribed to your newsletter, recent site and app visitors, or people in your CRM.
Keep Your Simple
Leads ads just like any other Facebook ads is best served when the medium fits well with the message. Have it in mind that too many words can be so boring and may cause people to just scroll over your massage without wanting to read it till the end.
For example, you want to showcase multiple products or features, perhaps a carousel format is the best choice. On the other hand, a short video is a good format for storytelling and increasing brand awareness. Just because you’re offering an incentive creative, don’t assume that it doesn’t matter, rather, Include high-quality images and videos, sharp copy and a CTA button for best results.
It’s very important to choose imagery that supports your messaging. For example, research in Revel Systems tested different creative for its lead ad campaign and found images with the product as a focal point were much more effective.
Video performs better than all other types of Facebook posts when it comes to taking your Facebook strategy to the next level, there is no better way to do so other than the use of video content. Average video posts on Facebook get at least 59% more engagement than any other post types.
Run a Contest or Giveaway
Customers are willing to share their personal information with you if you offer something in return, be it a promo code or a free download, a good incentive shows customers you value their information.
However, there are so many rules and guidelines and so much planning and preparation involved. A contest could be the best strategy you have ever introduced to grow your reach, drive site traffic and generate leads but you want to ensure you are doing it right.
Invite/Share — You can ask them to tag their friends or share to win. This is one of the most common types among of social media contest because it necessitates entrants to spread the word, which in turn attracts other entrants.
Creativity — Many people are inherently creative, but unless they work in a creative field or challenging task, they may not have the opportunity to indulge in artistic endeavours as often as they’d like.
Facebook giveaway makes sense. After all, your customers are most likely to hang out here. Here are some suggestions to take into consideration. Before you start your Facebook contests or giveaway, make sure you can actually run it legally. Facebook has brought low in condition on contests due to liability issues, so read through their strict rules ahead of time.
Use Split Testing To Improve Ads
Facebook Ads Manager makes it very easy to test ads through its split testing functionality. Facebook’s version of reliability on split test controlled. A/B testing is another method to directly compare two or more executions to decide which is most effective towards your goals.
Even though you can (and should) test many things, audience and creativity will likely have the biggest impact when you’re just starting out. It enables you to directly compare different audiences and creative executions respectively against each other, helping you identify who your best audience is, and what images or CTAs drive the best traffic to your website.
Test and iterate often to ensure your creative is the best it can be, and to keep up with your customer’s changing preferences and behaviours.
Respond and Follow Up
A quick constant follow-up can significantly improve the chances of conversion. And the quicker you do it the better. A published in Harvard Business Review found that businesses that make contact with customers within an hour are seven times more likely to secure qualified leads.
Consistently post great contents that are inspiring and catching to keep growing leads on your page. And also, if you want to know your customer’s preferred time and means of communication, don’t forget to ask.
Transparency Before Sign up
Display your value proposition upfront so that people will understand what they are signing up for. Although it is optional, Facebook recommends you to include this information in your promotion
Use Website Clicks To Track Performance
Website click ads are some of the most common ads seen in your Facebook and Instagram feed, and the type of ad you’re most likely to be familiar with already. While it can be harder to cut through the noise from within a user’s feed, it’s important to include these as part of a mix of paid placements.
Facebook ads that catch with strong copy and creative for your target user’s attention, these ads will deliver every time. Before you consider running any ads, you’ll need to picture out what your goals are and which metrics you’ll want to monitor to evaluate success.
In conclusion, the ultimate strategy for generating leads through Facebook lies in creating effective ads. Test lots of different offers including free offers to get user’s attention. Add up surveys with qualifying questions to segment your top leads. Creating engaging video ads to drive engagement in your campaigns.