It is important for marketers to set up and use Facebook advertising correctly.
As organic reach on Facebook continues to rapidly decline and ad impressions continue to increase , the competition is steep for marketers to keep up by ensuring ads are engaging and relevant.
Unless you have a virtually unlimited advertising budget, your Facebook ad dollars shouldn’t be spent on qualitative goals like brand awareness or vanity metrics such as Facebook likes. Instead, your primary aim should be conversions. Ideally, your Facebook ad would catch the attention of just the right person, ready to buy, who immediately clicks through to your site and purchases your product.
Your target audience scrolls through their Facebook feed rapidly. You must capture their attention, and you only have a fraction of a second to do so. Disrupt their feed with eye-catching creative so you can share your message. Keep a pulse on what ad styles are trending on Facebook and monitor competitor ads as well as ads outside of your industry for inspiration. However, beware, saturation is real. Fashion trends fade, and so do creative styles, so continue to try new things. Avoid turning off your potential customers with the same old same old.
The genius of Facebook advertising is the ability to be highly targeted in reaching your ideal customer. Don’t miss the mark when it comes to the design of your ad creative. Target too broad of an audience and your message may fall flat. If you have multiple markets you’re targeting, consider segmenting your audience and creating separate creative for each.
Also keep in mind that what works best on Instagram, for instance, likely won’t be what’s best for Facebook, Twitter, Pinterest or Google. Your audience uses each of these platforms in very different ways and you cannot approach them, in the same way, expecting to get the same results.
Don’t be afraid to step outside of the norm. Your body of creative work can vary wildly without diluting your brand identity. You can maintain certain constants between ads such as your brand color or logo while still experimenting with tone, motion and design. Just remember to tie everything back to your testable, quantifiable goal and optimize for conversions. The only rule: never run a Facebook ads campaign without an active test, if at all possible. While tracking these variations can quickly become overwhelming, working with an agency or utilizing marketing automation software can simplify the process and achieve accurate results more efficiently than any one person.
