Facebook Ads have become an increasingly popular alternative to in-site advertising solutions such as Google Adwords; with a massive potential user base of over 800 million people and an abundance of personal and preferential information to aid you in honing in on your target audience. However, with only a small snippet of text and a little picture to convey your message, a lot of thought and effort has to be put into the planning of your campaign for maximum impact.
Find Your Target
With so much information willingly given up by its users and stored by Facebook you can choose, to an accurate degree, who views your ads. However, if you don’t know your own target markets then these options are next to useless, so the first thing you have to do is ask yourselves a few questions:
- Are my customers male or female or both?
- How old are my customers?
- Where do my customers live?
Facebook helps you to find these helpful bits of information out, using its Insights feature to analyse your page and its users. Using this tool you can extract valuable answers to the above questions without having to do masses of in depth analysis. Take a look at your users and see how they relate to your business. If your business’s main client base is local then you know to target that specific location, but if customers travel to you remember to include the main areas they come from in your location targeting. Try to keep the number of locations to a minimum though, larger ranges raise your cost per click (CPC) as well making your ad less relevant to users, which in turn will make the odds of people clicking on your ad less likely.
Customisation
Now you have your target in sight it is time to make ads that cater specifically for them. This is why you don’t throw all of your eggs in one basket with one specific ad. Run multiple campaigns to further focus in on your target market; creating different ads for men and women for example.
The more different campaigns you run alongside each other the lower the CPC on each as they have smaller target audiences.
Standing Out From the Crowd
There are a lot of ads to compete with and only 135 characters to convey your message so you need to maximise its impact. When selecting your image make sure it is clear and close up; you only have a small image to make use of so it must be strong enough to grab the user’s attention.
As for the text, what are you offering to persuade the user to click? Make sure it is short, punchy and catchy with a call to action for the user to take. People love specials and sales, so this could be the ideal bait to lure them in.
Test, Test and Test Again!
By running multiple ads at a time you can split test ads, so you can tweak the text and try out different images for maximum effect. Over time you will see what works and tailor your ads to use these features while abandoning campaigns that are less successful.
Also, by continually updating and improving your ads it is possible to keep abreast of the latest trends, fads and tastes. By keeping your ear to the ground you can use these to make sure that by being current you will attract more users to your ads.
Based in Brighton, Silicon Beach Training offers a wide range of courses to help improve your skills and knowledge, including widely popular courses which offer full Social Media Training and PRINCE2 Practitioner Training to help give your career that extra boost.
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