5 top Facebook ad strategies you can start using today
Discover new audiences, acquire leads and convert them, and optimize your efforts for winning Facebook campaigns
In a previous blog we discussed five Facebook Advertising masters who, along with being experts at their craft, are also dedicated to helping others find success in their own efforts using the Facebook Ad platform.
Here, we’re going to break down some of the key pieces of advice these experts have to offer, and explain how you can implement these strategies and tactics into your own ad campaigns on Facebook. Here they are :)
Analyzing your Facebook audience
To be blunt:
If you don’t understand who your target audience really is, you’re just not going to be able to attract and engage them by any means, let alone via Facebook Ads.
Luckily, as Steve and Evan Tan explain in their speech at Affiliate World Asia 2017, Facebook allows you to unearth audiences who may be interested in your products with relative ease.
Enter interest-based targeting.
The idea is that, in addition to targeting consumers by their demographic and geographic information, you also want to gain a better understanding of their interests, as well. Facebook collects a ton of information from its users (i.e., your audience)—which you can then leverage to develop laser-focused ad campaigns tailored specifically to them.
Using Facebook Audience Insights to get to know your audience better is a three step process:
First, you need to define your seed audience. To do so, you’ll first decide whether you want to analyze all Facebook members in total, those who have interacted with your Facebook page or ads in the past, or those who fit a custom criteria as defined by your team. You can further pare this list down based on a variety of other information, should you wish to do so.
Next, within your Audience Insights dashboard, click on “Page Likes.” This will bring you to a page that defines the top categories your defined audience members are interested in (or that they potentially would be interested in, based on their profile and the content they engage with on Facebook).
Clicking on any of these categories will give you further information regarding the quality of your audience’s alignment with these interests.
If you’re just getting your Facebook Ad campaigns off the ground, this first step is vital. Without proper targeting from the get-go, you stand very little chance of seeing your ad campaigns succeed—no matter how strategic the rest of your approach is.
Discovering new audiences using Facebook ads
The “Godfather of Facebook Ads,” Tim Burd, knows that the best way to ramp up sales numbers after reaching a plateau is to find more potential customers.
More specifically, you need to find more potential customers who match the persona of your current audience.
In short, you need to find Lookalike Audiences.
As Facebook explains, the basic process of finding Lookalike Audiences is as follows:
- Navigate to your Audience dashboard
- Click Create Audience, then Lookalike Audience
- Choose your source audience (i.e., the existing audience you want to “mimic”)
- Choose a geographic location to target
- Select your target audience size
- Click Create Audience
One very important factor to consider deals with the fifth step of the process. While you can create a new audience of varying size (up to 50,000 Facebook profiles), Burd advises to go for quality over quantity, here. That is, you want to aim for “between 1,000-4,000 of your most engaged and frequent shoppers.”
Find consumers who fit the profile of your most-valuable patrons, and keep doing what has worked so far to get them further engaged with your brand.
Acquiring leads using Facebook ads
Once you know who you’re looking to target with your Facebook Ads, your next step will be to tailor your message and offer to this specific audience.
As Ezra Firestone of SmartMarketer explains, this is an ongoing, cyclical process involving the following steps:
- Define your goal for engaging with a certain audience
- Narrow down your audience
- Develop your creative
- Implement and optimize steps 1-3 and repeat
Overall, your goal is to start—and maintain—a conversation with your audience that spurs them to become more and more engaged with your brand over time. In turn, this allows you to nurture them further along the sales funnel through the use of more in-depth content that’s laser-focused on their specific needs.
Whether providing your audience a mailing list opt-in offer, content download, or preliminary sales offer, Firestone advises that you use video content to engage your audience.
Not only is video content typically more engaging than image- or text-based ads, but it’s also easier to gauge your audience’s engagement levels with such content. Depending on how much of a given video an audience member watches, you can then follow up with retargeted ads accordingly.
(For example, audience members that watch more than 75% of a certain video are likely much more interested in your brand from the get-go—meaning they may be more receptive to more intensive ads moving forward. On the other hand, those who don’t watch the majority of your video ad may need a bit more “warming up” before you deliver sales-related ads to them.)
For a deeper dive into Firestone’s approach to using video in Facebook Ad campaigns, check out the (what else?) video below:
Converting leads into customers via Facebook ads
We’ve talked a lot about how to use Facebook Ads to find the right audience and get them to engage further with your brand.
But, of course, these efforts will all be for nought if you don’t actually end up getting these individuals to convert.
In a video titled “Why Your Facebook Ads Don’t Work (and How to Make Them Profitable),” marketing expert Neil Patel breaks down five factors to consider when creating sales-focused ads on Facebook.
First, Patel advises that you begin by targeting a pre-created audience. For one thing, you’ll know much more about these individuals than you do cold or lookalike audiences—meaning you’ll be better able to create ads that touch on their specific pain points. Additionally, since you’ll have (ideally) already provided some kind of value to these individuals, they’ll be more likely to trust the claims made in your ad—and will ultimately be more likely to open their wallets.
Next, you’ll need to tailor your bidding to optimize the right kind of visibility. If your ad bids are set too low, your ads may not be presented to your target audience at all. If your bids are too high, you might end up getting your ad in front of individuals who aren’t yet ready to make a purchase. As Patel explains, you’ll want to start small, then increase your bidding over time to find the “sweet spot” in which your ads are presented to individuals with a high chance of converting.
Patel also discusses the importance of remarketing to your near-BoFu audience members. Here, you’ll want to present social proof within your ads that gets to the heart of your audience’s pain points—and illustrates how your product or service has helped others overcome these obstacles in their own lives.
Finally, Patel discusses the importance of conducting market research and building your sales funnel in a way that’s proven to be effective for your competitors. Once you understand the structure of your competitors’ successful sales funnels, you can implement this structure into your own Facebook Ad campaigns, while tailoring the actual content of these campaigns to your audience.
Again, while Facebook Ads can be used to engage with audience members are various stages of the sales funnel, none of the preliminary steps matter if they don’t lead to conversion. That said, it’s vital that you develop ad campaigns focused specifically on sealing the deal with your most-engaged prospective and current customers.
Facebook ad campaign optimization
Before you can tweak and tailor the “nitty-gritty” aspects of your Facebook Ads, you need to have a solid approach for managing your campaigns, overall.
As Alex Fedotoff explains in his post, How to Optimize a Facebook Ads Account Like a Rockstar, the optimal approach to Facebook Ad campaign management is a cyclical, four-step process that needs to be undertaken on a daily basis.
In his article, Fedotoff walks us through a day in the life of a Facebook Ad account manager:
First, you’ll want to note any changes that have occurred overnight to the following KPIs:
- Return on ad spend
- Amount spent overnight
- Cost per result
- Click-through rate
- Cost per click
Then, you’ll need to review the overall performance of your active campaigns, comparing the above metrics to your predetermined campaign goals. If a given campaign has met your goals (over the last three, seven, and/or thirty days), keep running them; if not, consider tabling them for the time being.
(If you have campaigns that haven’t been running over the past three, seven, or thirty days, consider turning them back on and seeing if performance improves.)
Since you’ve likely paused some of your campaigns, you’ll then want to reallocate your ad spend into campaigns that have been performing well. Fedotoff suggests increasing your budget for smaller, focused audiences by up to 30%.
From there, you’ll also want to look into expanding your efforts in some way or another. As Fedotoff explains, this may mean:
- Expanding your current ad campaigns to target new or lookalike audiences
- Creating new ads and/or accompanying lead-magnet content
- Scrapping poorly-performing campaigns altogether, while reallocating ad spend and marketing resources to new or high-performing ones
Again, this is an ongoing practice that will lead to incremental success and growth for your business. By keeping a close eye on your Facebook Ad campaigns on a daily basis, you’ll always know what needs to be done to increase the impact of your efforts—and to help spur an increase in sales.
Advertising on Facebook can allow you to quickly spread awareness of your brand—and just as quickly grab the attention of your ideal target audience.
But, there’s no “cheat” to getting your Facebook Ad campaigns right.
Rather, it takes a solid, strategic approach, coupled with continuous laser-focused attention to detail to begin seeing positive results from your Facebook Ad initiatives. With the lessons you’ve learned from these five Facebook Ad masters, you now have a strong foundation on which to build as you get your campaigns up and running.
It’s all about being where your ideal customer is, and showcasing the value they want to receive from companies in your niche. Keep your target audience’s needs in mind at all times, and you’ll always know how to optimize your Facebook Ad campaigns as your business continues to grow.