The Benefits of Using Facebook Ads and How to Optimize Them
One of the most effective forms of marketing today is social media marketing with a focus on Facebook. In that respect, using Facebook Ads may be a very cost-effective business strategy solution.
Facebook ads reach a large target audience and have a high segmentation capacity. With this platform, you can achieve a great ROI by investing little money. As we all know, Facebook has considerably reduced organic visibility in recent months. In fact, most of the business pages are seen by less than 20% of their followers. This factor only increases the importance of investing in Facebook ads advertising campaigns. The main purpose is for your company to recover the lost numbers. It is about getting back to high visibility rates in your posts, generating interaction and increasing followers.
Facebook ads offer a wide range of ads: from the promotion of a post that you have created to the promotion of your business website or increased engagement in the app. However, most of them share common benefits, which are the following:
Reach a large target audience
Even if you constantly post valuable content on your Facebook page, no one can guarantee complete success and expanded reach. However, all businesses need more exposure in order to gain more user popularity as well as drive traffic to their website. This can effectively be done through Facebook ads. Additionally, such practice may lead to boosted conversion rate as well. Facebook has millions of users and, with its ads, offers the possibility to reach thousands, or even millions of users that are integrated into your target audience, a difficult audience to reach through other platforms.
Segmentability
Facebook ads allow you to segment geographically, sociographically, by likes, interests, studies, etc. so that it is easier to direct your ads only to the segment that you want to consider for the success of your company.
Improve organic visibility rates
When a Facebook user clicks on one of your ads or interacts with your page thanks to advertising, you will continue to see your news as well as an increase in the percentages of organic visibility.
High profitability and minimum investment
Even though they are very effective, Facebook ads are more than cost-effective. In order to expand your reach, you only need to create your Facebook business profile, which doesn’t cost you anything. You can use your own Facebook activity to promote your brand and build your audience gradually. Once you decide to go with targeted Facebook ads for your business, you can advertise on this channel for a relatively low sum of money and reach thousands of people. With campaigns of just $20+, you can reach large numbers of interactions and make sure that they are your target audience. That way, you will achieve high ROI with a very low investment.
The ability to control your budget
Not only is using Facebook ads cost-effective but you can further budget the whole campaign as well. For instance, you can set up a payment limit so your ads don’t cost more money than you initially wanted. Also, you can choose whether you want to pay only when someone clicks on your ad, or pay when the said click actually leads to the conversion.
Non-aggressive Facebook ads
Facebook users will see your ads on the right side of their walls or on their news feed but they practically won’t hinder their navigation. Therefore, they will not feel annoyed by your content even when they are not interested. In addition, as you launch the campaigns for a very specific audience, it will be difficult for users to create a bad image of your brand.
Spice up the look of Facebook ads
The best way to attract your target market to actually click on your ad is to have an amazing offer. Still, you need to have some boost to it. That being said, plain text is not enough to attract modern-day Facebook users. However, Facebook allows you to utilize visual content and make your ads more appealing with the use of images and graphics.
How to optimize your Facebook ads?
Optimize your Facebook ads with specific targeting…
As we mentioned before, it’s very important that you set up your target audience the right way. You have plenty of categories to choose from. The most important one is the location, and you have the possibility to set the mileage around your office as well. Of course, if you have a narrowly-defined niche, it’s paramount that you apply the same rules in targeting your niche with Facebook ads.
…but don’t get overly specific
Now, don’t get too confused. It’s true that you need to target your audience properly. However, if you set up your parameters to be overly specific, you won’t be able to actually reach too many prospective clients. For example, someone who is just starting with Facebook campaigns can choose a location, age, and gender for their targeting. But if you immediately set a location, age, gender, income, work, relationship status and so on, you’ll definitely minimize your chances. You need to start targeting your prospects slowly. That way you can actually analyze the best options, categories, and parameters for your particular business.
Choose interesting and high-quality images
You can’t expect to have a successful ad campaign unless you provide something attractive to draw attention. When it comes to social media marketing, that something should be: images. So, in order to optimize your Facebook ads you can upload up to 6 images for your ad. This will create 6 “different” ads for your Facebook campaign. That way you can actually test what types of images are driving more leads. Of course, you can use free stock photos but try to include relevant images that you’ve taken yourself. Make sure they’re not blurry or pixelated!
Change up your CTA button and track the results
Just like you can upload 6 different images for your ads, Facebook provides you with 6 different CTA buttons to choose from. These include: Shop Now, Learn More, Book Now, Download, Sign Up and Watch More. To properly optimize your Facebook ads, you should switch up your CTA buttons and check the performance of each of them. Wording can be very important and you never know what action words trigger people most effectively.
Test the ad copy for a complete optimization
Apart from images and CTA buttons, you can basically test your whole ad copy. Putting some effort into this process will help you optimize your Facebook ads the best. Essentially, you can start with your headline then move to the body copy of your ad and even news feed description. All you have to do is to slightly alter these ad points so that you can actually measure the success of each one. However, it’s critical to mention that you should never test more than one aspect of an ad copy at once. If you’re altering headlines, the rest of the ad copy (as well as images and CTA buttons) has to remain the same for every ad version.
In short, Facebook Ads campaigns can provide great benefits for your brand, and all that with a rather small investment. However, don’t let your ads speak of your professionalism. Make sure that your online presence, your website, and your social proof speak volumes about your company.
