How to Get the Most out of Facebook Advertising

Facebook Advertising

Have you ever tried to run a Facebook ad only to find that it didn’t achieve your goals? Did you find yourself with no extra sales, little engagement and the overwhelming feeling that you’ve just wasted some money?

It’s easy for that to happen with almost any online advertising platform, really. I hate to say it, but platforms like Facebook Advertising and Google AdWords are big companies who aren’t afraid to take advantage of small-time advertisers who don’t really know what they’re doing.

That doesn’t mean it’s time to throw in the towel. Before you run your next Facebook campaign, follow a few of these tips and see if it helps your efforts.

  1. Get the Facebook pixel on your website, pronto. The pixel will slowly collect data as users visit your website, which will give you the opportunity to remarket to them later or build a custom audience, depending on how you set up your pixel.
  2. Always remember that Facebook is a social platform before it’s a business platform. Keep your ads authentic to this purpose, and always make sure that you’re engaging with anyone who posts comments, questions or feedback—positive AND negative. Show your fans that you are listening to them and you care about their satisfaction.
  3. Pay extra attention to your page when you’re running an ad campaign. When you’re putting money into Facebook efforts, it’s not the time to slack off on the organic side of things. Make sure you’re nurturing your page with fresh content; you don’t want to disappoint or turn away any potential new fans.
  4. Always have a clear call to action. Make sure users can figure out exactly what action you want them to take. Don’t have enough text space in the ad builder? Use headlines and CTA buttons to help. You can put a headline directly on your creative, but keep it short – Facebook requires that text in ads occupy less than 20% of the image.
  5. Track, track, track. Facebook offers some limited analytics, but it’s not as powerful as what you can get with a third-party tool. Make sure you’re using URL parameters and shortened tracking links that will feed into your analytics. That way, you can follow your consumers all the way through their purchasing journey.
  6. Always keep a mobile-first mindset. According to their earnings report, 80% of Facebook advertising revenue comes from mobile users, so you want to make sure that your ads are displaying properly on mobile devices. Make sure your landing pages are mobile-friendly, and double-check that your creative and ad copy looks good on mobile, too.
  7. Try growing your fan base. Having a higher number of followers is like getting a vote of confidence, and it can make your brand more credible. These people are fans of your business and are interested in what you have to offer. The more fans you have, the more engagement you’re likely to have. When you start to advertise for sales-related goals, your fans are the most likely to buy from you. Try using the “promote your page” ad objective to build up an audience of relevant users that you can reach out to again and again.
  8. Don’t advertise to an irrelevant audience. There is an overwhelming amount of targeting options for ads and it can be easy to get sucked in to all of the options, so make sure you’re choosing the ones that are make sense for your business. After you’ve chosen your targets, go back through and ruthlessly prune away. (In a future post, we’ll give you some more pointers about how you can target the right people!)

Try implementing some of these tips before running your next Facebook campaign. Think you’ve tried it all, but you’re still stuck? Reach out to Flying Cork to up your Facebook advertising game!