If you hear the phrase “paid Facebook ads” and break out in hives, take a deep breath. You’re not alone, and we’ve got a few tips for you!
You may have a few questions. For example, what types of content are good content for a Facebook ad? How do you maximize its reach and effectiveness? How do you avoid spending money in the wrong place? We want to cover all these questions, allay your fears, and help set you up for success.
1. Always start with the GOAL in mind. Is your goal to gather email addresses for your email newsletter, spread awareness, start a conversation, or something else? There are currently 11 different Campaign Objectives within Facebook Ads Manager, so choosing your objective should be your first step. This goal may change as your business evolves, so you may need to adjust your marketing methods occasionally.
2. Take your cue from organic success. Content that performs well organically is likely to perform well as a paid ad, too! Keep an eye on your content that is getting high organic engagement. This may be personal snapshots, behind the scenes, product sneak peeks, or emotional pieces that your audience connects with. Short videos achieve great success as ads as the Facebook algorithm prioritizes videos. Now is not the time to avoid posting videos on social media!
3. Set up the Facebook pixel on your website. This is a piece of code you place on your website to gather data and easily track conversions from ads via cookies. If you’ve ever searched the web for a product and then uncannily found an advertisement for that product in your Facebook feed the next day, it’s thanks to this piece of code. This specific method is called ‘retargeting’ and will remind prospective buyers about products or services they’ve checked out. The Facebook Pixel will enable you to make the most of your marketing efforts, save you time, and ensure your ads become more effective.
4. Use Facebook’s A/B test feature. Using this tool, you can test two audiences or two images against each other and see which one is more effective. This ultimately gets you more clicks, which gets you more sales. Learn more about the A/B test feature here.
5. Start small. Begin with a minimal budget to see what works, then increase the amount as you learn what’s successful. You don’t have to spend a fortune to see results. When done right, Facebook ads can be one of the most cost-effective decisions you make for your business!
Facebook ads don't need to be scary, and they don't need to involve a significant investment. Take it slow, learn from organic success, and keep testing!