5 BEST PRACTICES FOR FACEBOOK ADVERTISING

Rahul Gupta
Jul 25, 2017 · 5 min read

“Advertising may be described as the science of arresting the human intelligence long enough to get money from it.”

Facebook has the biggest user base, with 890 million people using it every single day. According to the facts, many of these people spend about 700 minutes monthly, on the social media. It acts as a great marketing through social media platform with its user base ranging from school students to CEOs.

Facebook is the ideal place to start advertising for your business. For a successful Facebook ad, you just require two main elements — a great design and laser-focused targeting. Facebook is making the world transparent, by giving the people the power to share.

Facebook makes a large amount of money with its advertising system. Ads on Facebook are more like display ads; they should only generate demand and create awareness about a particular brand or product.

Nowadays, Facebook also gives feedback to its advertisers about the demographics that respond to their ads. This feedback further helps the advertisers in improving and optimizing their advertisements.

Since Facebook advertising is a strategic task, you need to understand the way it works, to take full advantage of this social media business to business platform to promote your brand. The following best practices will help you gain that understanding.

Drive customers and not just visitors

With an interesting and relevant advertisement, you require a simple and clear call-to-action button. It will motivate your prospective buyers to click on the advertisement. Also, a catchy call-to-action button decreases friction. It also decreases your cost per conversion rate. The CTA should provide a way for your customers’ next step. Besides, to keep them engaged, you can offer them something for free. Another way to attract people could be asking questions relating to the products you offer or any other random opinion-based questions.

A deadline-driven CTA will also get the required attention. You can use pop-up CTA’s that would read as, ‘last day of offer’ for a particular service or product you are offering. A negative CTA will also work well. People are fearful, and you can use this to your advantage by making them self-conscious about their actions. Make sure to split test your CTA thoroughly for a longer period of time.

Use Captivating Visuals

The maximum information transmitted to our brains is through visuals. Thus, if you want to grab the attention of your potential customers, use vibrant product images and visuals. The Facebook algorithm also favors visual content more than textual.

In words of Nicolas Gremion of Free-ebook.net, “You don’t have to use a shot of your business, product or service.” In fact, you need to choose a relevant image that will stand out and attract your target customers. Into the bargain, you can test different images to identify the best out of the lot, an image that increases your conversion and click-through rate. Visuals are an important factor when people decide to click an advertisement.

Be creative! Take advantage of different editing and filter options for your visual content. Moreover, you can create a visual representation of the content of your advertisement. To earn a click, an influential imagery which is irresistible for the reader is essential.

Target your potential audience wisely

With Facebook advertising features, you can create a different advertisement for different audiences. Group your target audience with their specific interests. Make separate topics according to the target interests and make one ad set for each topic. Its audience insight tool will help you learn about a particular audience.

You can also target people according to their behavior, for this, you need to select behaviors accordingly in the ad set menu, either in the power editor or the live account. With this, you can save a lot of time and money.

There are various other ways to target your potential customers like:

· Group people according to the price of products you offer

· Group people according to their age

· Group people according to their gender for particular products

· Create a custom audience for advertising based on an email list

Low- Friction conversion rates

For running a Facebook ad, low-friction conversions are the ideal approach. You have to woo your customers. Simple or low-friction conversions include: signing up for the service you provide, filling out form fields, asking for customers’ email address and also asking them to sign-up for a newsletter.

To make this practice successful, you must ask your ideal customers not to buy but sign-up for the product or service you are offering. With their email address and newsletter sign-up, you can further promote your brand through email marketing. This way you can approach them in a slow but strategic manner. Hence, Facebook ads aim at earning revenue from their target audience over a long period of time and not in one go.

Value Proposition

Value propositions are promises that you make to your customers’ to deliver them what they need. It gives your product an edge over your competitors. Value propositions provide the customers reasons why they should click your ad and not any other ad. It also shows how your products and services are better than others. Make sure that your value propositions are credible and win your customers. Adding social proofs to your Facebook ad is yet another way to gain your customers’ trust. Last but not the least, the best social proof which you can add is testimonials.

There are various formulas in value proposition through which you can increase conversion rates of your advertisement. The first formula is to offer something for free; this is a no-risk situation for a customer, and it will get a click. The second formula is to organize a contest, and ask people to take part and win a gift.

The most famous value proposition formula in a B2B company is, to state the possible return on investment that your customers will receive by buying your product or service; this will form the third formula. There could be various other formulas to get the maximum advantage of a value proposition. Just think what your ideal audience needs and offer it to them.

“Ads are the cave art of the twentieth century.”

To conclude, Facebook is a great online social media marketing channel to channelize your advertisement. Through Facebook advertisement, you can target those people that show actual interest in your offer.

If proper guidelines are followed, marketing through social media can drive a great amount of quality traffic to your advertisement and open doors to prosperous opportunities for your business.

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