Using Facebook advertising for your business can be both affordable and very beneficial for small businesses. But what are the best practices for creating these ads? What should they be directing towards? How can you get the most out of your money for your ads? This blog post is designed to answer all your questions on the anatomy of a successful ad campaign, creating targeted ads, and how to direct these ads to your business’s ultimate money maker – the landing page.
The anatomy of the ad
Ads can seem complex and challenging when dealing with marketing. Follow these quick and easy steps and you will be on your way to a successful ad campaign that we can then create into the building block for directing traffic to your landing page.
Create an Ad
This function can be found by logging into your Facebook account. Under the drop down menu next to your home button, look down the list to find the “Create an Ad” function in your menu options. This will need to be done through a personal account, not a businesses. The add will not link to your personal account.
What to Advertise
First things first: what are you advertising? Select where you are sending your users (preferably and landing page) to show Facebook what you are linking to. You can also promote events, other pages, places, blog, and more. For this purpose, we will focus on landing pages.
Pick a Goal
An essential element of any campaign is goal setting. Facebook even encourages you to do this. Select one of the options Facebook offers such as get more likes or promote page posts. You can also create your own goals by selecting the advanced options setting (this will be most beneficial for directing traffic).
Design the Ad
In 25 characters, you must create a headline. In 90 characters, you must create a description. While this may seem like a daunting task, Facebook even offers suggestions on what to write – although we recommend you rewrite it to fit your audience. It also encourages you to keep things sweet and to-the-point.
You will want to add a thumbnail image targeted towards what you are directing your users to (you may want to consider a high-resolution graphic for landing pages). Images will be displayed at 100 x 72 pixels, so keep this in mind when selecting an image. Higher res images will automatically be resized, so double check to make sure they appear clean before posting. Images also must adhere to a 20 percent wording limitation, meaning no more than 20 percent of the ad can have writing on it (this is not only logo, but also other graphic elements that may have text on it). This is helpful to know when getting your ad through the approval process.
The best part of Facebook ad campaigns? They can be updated in real-time. So if you make a grammar mistake or want to change you graphic – no worries. Facebook ads have equated for user-error.
Target your Ad
This is a big deal in ensuring you are getting the most for what you are paying Facebook ads for. Select an audience that is appropriate to what you are marketing. For instance, marketing orthopedic shoes to 18-24 year olds may not be as successful a target audience as say the older demographics. When dealing with local business, be sure to tailor your audience to a zip-code to increase awareness of your immediate community. Check out the advanced setting to even further narrowly tailor your ad reach depending on what you are trying to market. Using tools like Google can also help you think of other audiences you might not have originally thought of. Don’t be afraid to play around with several targets to see what works best for your ad.
Set the Guidelines
Facebook lets you be in control of your advertising by making it user friendly to select the who, what, when, where, why, and how of your ad campaign. Use this to your full advantage: name your campaign, select how much you want to pay, and enter your payment information. Creating several types of one ad while changing around targeting, audience, copy, or image and turning them on and off to see what works best is an excellent way to measure success. Don’t feel limited to only creating one type of ad!
How to Pay
Some companies prefer to pay by ad clicks, others in a lump daily sum. It depends on your ad spend budget and the goals you are trying to achieve. Perhaps try out one for one campaign and another option for another and compare how each campaign worked based on reach via Facebook. It is entirely up to you and your business on how (and how much) you are willing to spend on your ad campaign via social media.
Ads must be approved by Facebook and follow a guideline set forth by Facebook. Because of this, Facebook may hold your ad for a day to approve its contents after you create it. To be certain your ad meets criteria, reference the Facebook Advertising Guidelines.
Monitor your Ads
Use the Ads Manager tool to access all the ins-and-outs of how your ad is performing. You can get to your dashboard by clicking on the link on the left side of your personal Facebook account. You will find here detailed information on how your ad is being viewed on Facebook, including campaign information, budget, spending, and schedules.
Click on the specific ad campaign to have access to even more information, all displayed in charts and graphs. View ad views, reach, clicks, rate of clicks, and actions. Pay careful attention to clicks and actions since this is what you are spending your money on. To run different ads with the new changes coming to Facebook ads, you will need to adjust your ad spend on each separate ad you create – as a reminder.
You can also generate reports through the Ads Manager. This is super beneficial as it provides even more content on how your ad is performing – even monitoring who is clicking on your ad. Download it as an Excel or HTML file and use it to compare and decide how to move forward with this campaign or even your next one.
Continue to Manage Your Ads
Taking an interest in your ads even after they are working is essential. Make minor changes to your heading and text to keep it looking new and fresh. Add different graphic elements to help change it up, as well. Adjust ad spend, bids, and even your audience to help generate different results and increase your awareness and visibility.
Targeting Ads to Your Landing Page
Now that you know how to create an ad and have created one centered on your business landing page, here’s how you can get the most out of your Facebook ad spend while promoting your website.
Make sure the product and landing page correlate
What you are advertising to customers is where you should be taking them. If you are advertising a sale on shoes, your ad should redirect them to your websites sale section.
Remember Your Call To Action
This should correlate, as well. When your marketing calls for a CTA, customers should immediately land on a CTA on your landing page. Whether it’s a free download or 40 percent off, users should see exactly what they clicked on when arriving to the page to help them make a quick purchase decision.
Timing is Everything
This is a big thing in advertising: creating a sense of immediacy increases your user’s need to purchase, therefore increasing your sale. Initiating the “Hurry” on Facebook and then continuing that on your landing page will increase conversion from lead to sale.
Hit Your Target
Utilizing Facebook’s Ad Targeting options helps ensure that your ad is being seen by relevant users. Make sure your ads are appearing in front of a relevant audience to ensure you landing page is getting the right kind of traffic – the kind that converts.
Now you have the equipment you need to create the perfect ad campaign for you business on Facebook. Still need help? Contact Maximize today. With our full-service staff knowledgeable in creating effective targeted ad campaigns, we will be able to create a solution for your business.