There’s no denying the power of a well-designed Facebook ad campaign; However, many people find that their campaigns fall flat. These three simple tips will turn an otherwise sluggish campaign into a smart business investment.
Know your audience
A common mistake when crafting a Facebook ad campaign is to target a large, undefined audience. Some companies are intimately familiar with their consumer, while others fail to see a pattern in consumer demographics or behaviors. Although it’s okay to start with a slightly larger audience and whittle it down, you need a solid and defined starting place to ensure success. When building out an audience, it’s important to use any resources at your disposal to weed out those less likely to convert. One of the easiest places to start is your businesses Facebook page. Click into the insights tab to see get a general idea of what age group, gender, and geographic areas tend to be the most engaged.
Some businesses are extremely fearful of excluding potential customers but utilizing too broad of an audience can cause a campaign to struggle with higher costs per result, leading to wasted dollars and watered-down ROI. Keep in mind that no matter if you have an upper funnel objective like impressions or a lower funnel objective like conversions, you need to keep the desired consumer in mind and make sure you stay aligned with your potential audience. Facebook has intensive targeting capabilities, so don’t be afraid to explore them! Finding the right audience for your product or service can be the difference between campaign success and failure.
Know your objective
Facebook campaigns are broken down into three levels, starting with campaign, ad set, and ad. The decision you make at the campaign level will affect both the ad set and ad levels. The most important decision you make at the campaign level is choosing your objective. Objectives can fall into three buckets: awareness, consideration and conversion. The best way to narrow down your objective is to find out which phase of the funnel your objective fits into best. Make sure you’re clear on exactly what you want to accomplish and then align all other decisions with this goal.
For example, say you pick brand awareness as your objective. Your KPI will likely be impressions, and your audience should be broader than if you were aiming for a conversion-based objective. Your campaign needs to flow cohesively from the campaign level, to the ad set level, down to the ad level. You wouldn’t go to the grocery store for automotive parts, and you wouldn’t pick an awareness-based objective to get purchase conversions.
The most important advice when building out a Facebook campaign is to always keep testing! Even if your campaign is giving satisfactory results, it’s never a bad idea to test different copy, creative, audience segments, etc. You never know what small change could elevate your campaign from mediocre to excellent. Something as innocuous as the color of your CTA can affect your result rate tremendously. Maintain a healthy level of curiosity and always keep an open mind to suggestions from your teammates.