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Whether you stick to Facebook’s main ad-creation📜 tool or bravely plump for Power Editor, the following pointers will help maximize the success of your promotional campaigns: When writing a copy, speak to your ideal prospect; don’t try to be everything to everyone. Tell your perfect customers what makes you unique and why investing time in your ad is worth their time. Craft a headline that addresses the "you" to make the person reading think like you're speaking directly to them.
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Create at least four versions of each ad per campaign so you can experiment with different images (both promotional and more natural/lifestyle in focus), calls to action, and copy so that you can clearly understand which ones are performing the best.
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Test a variety of ad types (lead ads product ads carousel, video, etc.) in a variety of placements (News Feed, mobile, and sidebar) to see how the results vary. News Feed and mobile ads should (as much as possible) blend naturally into the ordinary stream of Facebook content, while for the smaller sidebar ads in particular, subtle call to action and images with human faces or simple colour combinations, seem to work best.
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Test a variety of target groups, based on criteria such as age, gender, Pages liked, interests, location, etc. Be sure, too, to utilize Audience Insights to gain a deeper understanding of the people you should target, based on Facebook usage, purchase activity, lifestyle, household size, etc.). If your advertising budget is small, hyper-target your audience - around 100,000 people is a decent sample. To target specific individuals and those most likely to be interested in your offering, get savvy with advanced targeting options such as lookalike audiences, custom audiences, partner audiences, re-targeting, website custom audiences, and conversion pixels, to get the most bang for your buck (look out for these terms during the ad setup process and use the "?" button next to each for a fuller explanation.
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Use a structured naming convention for your ad campaigns, like names, and ad sets to make identifying and tracking them easy. With campaigns, for example, I like the format "[Business/Client Name] -[Page Name] - [Item Promoted] - [Objective]." The Business/Client Name qualifier may or may not be necessary, depending on your circumstances.
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When budgeting and bidding, don't sweat too much over terms like cost CPC, CTR, CPM, etc. Instead, focus on your business' cost per the desired action, e.g. clicking a link and signing up to your email newsletter. This method will allow you to calculate your return on investment, i.e. how many conversions you drove per dollar spent, much more easily.
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Want to gauge early on if your ad is hitting the nail on the head? Look for its Relevance Score in your ad reporting - a rating of 1-10 based on how your audience is responding to your ad through likes, clicks, comments, etc.It appears after the ad has received at least 💯 impressions. One simple strategy isto keep your budget low, tweaking your ad until you achieve a relevance score of 8/10 or higher. At this point, you can think about promoting the ad more heavily, but always keep an eye on the ad in case the score (which updates in real-time) starts dipping.
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