Knowing how to create a Facebook ad doesn’t mean that you know how to make an ad that works. Facebook’s ad platform has a massive audience but also has the tools that allow you to target people based on a wide range of factors. Being able to take advantage of these tools to target audience segments most likely to buy your product is the difference between an effective and ineffective Facebook ad campaign.
The following list of tips and tricks will help you tailor your ad to specific demographics. It will also help you learn how to tweak your ads in the future to improve their performance.
How to Create a Facebook Ad
Creating a Facebook ad is a straightforward process. All you have to do is go to their ads manager and hit the create button. There are two options available to you once you do so: it’s always best to develop complete campaigns through the guided creation tool, which gives you more options.
The first step is determining your goal. If you’re running a YouTube channel, for example, targeting video views is the way to go, while conversions are the way to get people to buy things on your site or sign up for newsletters.
You’ll then decide if you want to do an A/B test. A/B tests are when you run the same ad with a single difference between two groups, like changing one phrase or using a different picture. This gives you the ability to improve the effectiveness of your ad copy.
Then, add the currency you’ll be using and the location of your business. This won’t affect the area that your ads will target.
The next page is where you can enter your target demographics for your ad, like gender, location, and age, as well as more detailed targeting, like interest or behavior patterns.
You can set your ad to charge you per impression or per click. Per click is probably the most affordable way to get conversions, but if you’re trying to boost name recognition, impressions are more valuable. Once you set your end date (or not, if you want it to run indefinitely), you can then build your ad, using images, an existing Facebook page, and other relevant details.
Making Your Facebook Ad Effective
Once you have an ad up and running, you now can take steps to hone its performance. You should always be changing small things to improve click-through rates and conversions. It’s also a good idea to have different ad campaigns running at the same time, advertising to different people.
Facebook Pixel and Retargeting
One of the simplest ways that you can do this is called retargeting. This is when your ads will target people who have recently visited your site. This is really simple to set up, but can boost your sales and conversions rapidly.
In your Facebook ad manager, under the “Assets” menu, is an option called Pixels. Clicking on that link gives you a number of options. A Facebook Pixel is a web cookie that stays in your users’ browsers, tracking their visits to Facebook and Instagram.
You can set a Pixel up either through coding it into your website, or through one of the integrations that they already have set up (if you’re using an eCommerce platform like Shopify, for instance).
Once the Pixel has been installed, you can go back into the ad manager and set up a new audience. Hitting the custom audience button allows you to choose all website visitors within a recent period. You can then apply that audience to specific ads tailored to get them back on your site and buying your products.
You should keep the time frame for retargeting short. While you can target visitors to your website as far back as 180 days ago, that represents six months of time without them returning. Hitting people with an ad within a few weeks or a month of them visiting is much more likely to result in a sale.
Test Multimedia Formats
Facebook ads allow for a massive range of different file formats. You should experiment with different media formats to see if one is better suited to your product than another. By running several ad campaigns, one with photos and regular text, and another video campaign, you can see the difference in conversions.
This allows you to shift money around to focus on the format that is most effective at engaging with your audience. You have to remember that ads allow users to comment and share your ad with their friends. If you have something engaging on Facebook, a lot of traffic will be generated by people simply interacting with it like they would a regular Facebook post.
Another important way that you can focus your ads on the people who are most likely to be interested is by taking advantage of lookalike audiences. This is a feature within your audience insights. After your ad has run for a while, you can target other users on Facebook that share a similar set of interests.
It’s also possible for you to take the interests of people who engaged with your ad in a certain area and apply it to another area. This allows you to test campaigns in a small area at first, and then expand it outwards to capture a greater number of potential customers.
Digital Marketing is More Than One Ad Platform
Knowing how to create a Facebook ad campaign is a core part of boosting your business’ sales or web traffic, it should not be the only pillar of your digital marketing strategy. There are other ad platforms, like Google search and display ads, which are also extremely effective. Other SEO efforts can be used to drive organic traffic to your website at a lower cost than long-term use of ad networks.
Putting together multiple streams of traffic is the best way to grow your business and earn more sales. For more information about what you can do to grow your online business, sign up for a free strategy call with our SEO consultants.