Earlier this year, we published a blog post outlining four common myths pertaining to Facebook advertising. Facebook advertising is an effective method to increase your online reach and grow your audience, but only if you take the time to ensure you are following the right strategy. To set you up for Facebook advertising success, there are a few best practices we recommend adhering to as you enter the world of advertising, or consider adjusting your current practices.
Choose Your Objective
What is the root purpose for your interest in Facebook advertising? Facebook ads used to be centered around increasing your total number of followers, but now ads can be tailored to a widespread list of advertisement objectives. Be sure to choose from one of the following categories to tailor your advertisement to your current goals:
Awareness
Focus on generating interest in a product or service:
- Brand Awareness
- Reach
Consideration
Trigger interest in your brand that leads to one of the following results:
- Traffic
- Engagement
- App Installs
- Video views
- Lead generation
- Messages
Conversion
Break past the “interested” phase and prompt one of the following user responses:
- Increased conversions
- Catalog sales
- Store traffic
While this may seem like a daunting list, taking the time to focus in on your overarching goal can contribute to more successful advertisements.
Choose the Right Audience
Facebook gives us the power to choose exactly who we are advertising to, so make sure you have a close look before launching your ads. There really are no wrong answers between the three choices, and you can feel free to experiment with each and compare the results:
- Core Audiences – Attract new customers based on demographics
- Custom Audiences – Target previous site visitors or a specific contact list.
- Lookalike Audiences – Target audiences that display similar characteristics to your own.
Create Strong Impressions with Graphics
You may have chosen the perfect target audience and goal for your advertisement, but you likely won’t see much success without an emphasis on creating strong graphics. You don’t need to reinvent the wheel here, we simply recommend going above the baseline of purchasing a stock photo and accompanying it with a few lines of copy. Instead, use audience appropriate fonts, interesting perspectives, and highlighted focal points to create quality graphics that draw positive attention to your brand.
Experimentation Leads to Insights
There are so many Facebook advertising methods, and advertising is affordable enough that you might want to try some experimentation if you aren’t getting the results you hoped for right away. Consider adjusting your target audience or even switching up your advertising medium from photos to videos to see if you can get better results at a lower price.
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