DIGITAL MARKETING

Facebook Ads Guide for BusyMarketers

A simple and easy guide to follow for setting the most successful Facebook ad campaigns. Get some powerful strategies that will skyrocket your revenue.

There is a rumor going around in the digital world saying that:

Facebook Marketing is dead.

Facebook is dead since everybody’s parents have started using it.

Twitter and Instagram have a higher engagement rate.

Yes, even I used to think this way but then can you explain to me why:

Does Facebook still have the most significant number of active audience base?

Does Facebook revenue through ads growing exponentially?

Do people still spend an average of 30 minutes on Facebook or Messenger every day?

I think these rumors are baseless.

In a study done by Hubspot even now 1 out of every 10 dollars spent on digital advertising is done on Facebook Adverts.

In my opinion, it is just some marketers failing at Facebook Marketing and then blaming the platform for it.

I would like to help you understand the new customer journey so you can properly structure your Facebook ad campaigns for success.

What can you expect out from this blog

• Pros and Cons of Facebook Marketing
• Things to keep in mind while creating a Facebook Campaign
• Popular Strategies for Facebook Marketing

Pros and Cons of Facebook Marketing

Before going through how to set your Facebook Campaign, let’s go through some pros and cons of Facebook Marketing to pump you up.

Pros

• Easy to track Campaigns.
• You can completely control the money spent on Facebook Ads.
• Instant Return on Investment (ROI).
• More targeting options, including, towns, regions, age, likes/interests, income bracket, and other demographics.
• CPC is relatively cheap, depending on your industry (On average, no more than $0.61 per click).
• Can have specific ads to reach out to people at different stages of their product cycle.

Cons

• If set up and managed incorrectly, it can be costly, but still less so than Google AdWords.
• Most suitable for those operating in B2C markets.
• Reaching people too early in the buying cycle could potentially reduce your goal conversion rate.

Creating your Facebook Ad Campaigns

Running a successful ad campaign can be sometimes tricky. Hence, I will mention the step by step process on how to run a campaign.

1. Develop Your Strategy

Before finalizing what your content should be or even looking at Ad Manager, one should plan out their strategy.

For each campaign, you must ask yourself the following questions:

• Who is my target audience?
• At which stage of my marketing or sales funnel are they?
• Which type of Ad would I be using?
• What is the final objective of my campaign? Do I want leads, website traffic, engagement, etc.?

2. Choose your objective wisely.

Once you’ve planned your strategy, now is the time for choosing your objective.

Your objective can help in lowering CPC and hence increasing the ROI.

3. Select your Target Audience

This section helps you decide you should see your ad and who shouldn’t. You can pitch a different set of advertisements to different types of customers.

Facebook gives us three audience targeting options to choose from

• Core Audience: It is a targeting option that allows advertisers to reach precise audiences based on four main targeting types: location, demographic, interests, and behaviors. Facebook pulls this data from people’s profiles.
  The most significant advantage of the core audience is that it helps you connect to people who are likely to be interested in what you offer.
• Custom Audience: A Custom Audience is an ad targeting option that allows advertisers to target an audience from an uploaded customer list. The list can be composed of people from a customer file or people tracked by the Facebook pixel which have visited or taken actions on a website, app, or Facebook page.
  Custom Audiences let you find people who already know your business on Facebook.
• Lookalike Audience: A type of audience that’s created by Facebook to help advertisers reach people who are similar to or “look like” an audience that they care about. Lookalike audiences can only be created by custom audiences.

Secret Tip: You should always create at least 3 new audience lists for each of your campaigns.

4. Choose where your ads should be displayed.

The placement of your ads has a drastic effect on how people are interacting with them.

You can choose from different types of placement like in stories, a news feed, featured stories, Right Column, etc.

You can also choose which devices your ads should run.

5. Setting your Budget and Scheduling Ads

The final step of creating your Facebook campaign is setting your budget and then finally scheduling ads. Facebook’s machine learning pixel helps us in optimizing our budget campaign by optimizing ad campaigns by spending less on underperforming ads.

Once all of this setup is finalized, then you can start creating your ads.

Popular Strategies and Tips for Facebook Marketing

There’s a host of great information out there on Facebook advertising tips and best practices. Ad Espresso has a beautiful blog, the Facebook content on Moz is outstanding, everything Jon Loomer writes is incredible. CXL Institute also has one of the best content on Facebook Ads.

I’ve compiled some of my favorites down here.

1. Don’t wait to double down on the things which are working.

“Double down on what’s working: don’t wait to increase your spending on a great Adv. Down the line, it might not work any more — or just not as well!” Adpresso

When something is generating a high ROI, don’t wait to increase your spending on it because down the line it might not work any more — or not as well. Double down immediately and get the most out of it as soon as possible.

2. Follow the BELT method.

Belt stands for Belief, Engage, Lead, and Transact.

Don’t just run ads saving, buy my shiny stuff, buy my shiny stuff at 15% off, buy, buy, buy. Instead of this, build a relationship with our customers and slowly move them down the funnel.

If you want to know more about BELT methodology connect with me over Linkedin at Shreyansh Goel and we could schedule a call.

3. Image Tips

The most important part of your ad is your image. Images act as a way of catching people’s attention. You can write the best copy, but if your image isn’t eye-catchy, then no one is going to click on your ad.

Try using one of your images. It gives a sense of personalization. Design your graphics so that people understand the emotion behind the product displayed. Images of people work the best. It helps your customers picturing themselves using the product.

Secret Tip: Use images to people pointing towards the right. Users will follow the subject’s line of sight and be more likely to read your ad text.

4. Follow 1 dollar a day strategy.

This strategy is developed by Dennis Yu. It is a Facebook advertising strategy that you can use to get your content in front of a hyper-targeted audience and serve them the right content at the right time by spending just one dollar at a time.

If you want to know more about 1$ a day strategy, with me over Linkedin at Shreyansh Goel and we could schedule a call.

A quick recap of what all we learned in this blog

1. Pros and Cons of Facebook Marketing and how still it is one of the best platforms to reach out to your customers.
2. Steps to be followed while setting up a campaign.

We should start by setting up our ad strategy followed by choosing our objective then targeting our customers, choosing our placements, and finally setting up ad budgets and scheduling the ads.

3. Some popular ad strategies which could help you skyrocket your ad campaigns.

Thank you so much for going through this blog.

Let’s connect if you want to know more about Facebook marketing or growth marketing. You can reach out to me at LinkedIn at Shreyansh Goel or email me at shreyanshgoel16@gmail.com.