Facebook Ads has drastically changed the way we look at social networks. With more than 1.6 billion users, Facebook is the largest social platform, which more and more businesses use to get in touch with their customers.
You have probably noticed that the organic reach and the number of people who see your posts has decreased dramatically lately. Instead, paid promotion took off, leading to the development of one of the most powerful advertising tools of all time: Facebook Ads.
But for the successful use of this tool, it is imperative to understand the client, how the platform works and testing the elements that lend themselves best to each individual business.
Going over the basics (setting up an account, goals, etc.), the article below focuses on some of the elements that make the difference between a company with satisfactory results and a successful one. Here’s what to pay special attention to when setting up a Facebook Ads campaign!
SET FACEBOOK PIXEL AND EVENTS
The pixel is a piece of code that allows you to monitor the activity of users who visit your site. When one of them performs an action, the Facebook pixel is triggered and reports that action. You can thus address, for example, users who have abandoned the shopping cart, showing them an advertisement with a message reminding them of the discounts on the products they have just viewed.
Therefore, as a first step, it is extremely important to make sure that you have the Facebook Pixel set correctly on the site. Then, if you want to better measure the performance of your business and have access to a wider range of potential clients, be sure to properly set Facebook Events.
Events are fragments of code that, once inserted in the site, offer you concrete results, obtained with the help of promotion on Facebook.
The effectiveness of Facebook Ads campaigns is given by these tools that allow you to bring valuable traffic to the site, retarget visitors and increase and track conversions. Specifically, they allow you to optimize your campaigns for more sales.
USE THE CONVERSION FUNNEL
The conversion funnel or conversion funnel is a term used to describe the steps a visitor goes through before becoming a customer.
First of all, users must learn about your business, then you must draw their attention to the benefits you offer and, in the last phase, convince them that you are the right choice for their needs. All these details make up the conversion funnel on the basis of which you should build your Facebook Ads campaigns.
Thus, 3 stages are outlined in which the status of a user changes: awareness, engagement and conversion.
1. Awareness or the stage of attracting traffic and website visits – the upper part of the funnel
In order for this stage to be successful, it is important to present to the public the story behind your brand or the product you want to make known. You can achieve this by promoting videos about product benefits, customer reviews, etc.
This type of campaign does not aim to return conversions, but a reach as large as possible at the best possible costs. A visibility campaign helps you position yourself, in terms of image, in front of potential customers. Through it, people become familiar with your brand and, more than that, end up showing a certain loyalty to it over time.
The types of campaigns you can use at this stage are Reach or Traffic, and the allocated budget could be 10-15% of the total Facebook Ads campaign budget.
2. Engagement or the stage where visitors turn into leads – the middle part of the funnel
In the second stage, the potential customer must be motivated to interact with your website – to view the products on the website, to add to the basket, etc. Make sure you use ads that highlight the benefits that potential customers can enjoy, whether it’s a commercial one (discount, free delivery, etc.), or that involves the quality of the products offered.
If you want users to interact more with your posts, set up a campaign based on engagement. Facebook will deliver ads strictly to users interested in interactions.
3. Conversion, the stage in which leads turn into customers – the lower part of the funnel
At this stage, the focus is on encouraging people interested in your business to make a purchase.
Most often, the Product Catalog format is used to create ad groups based on user action on the site, and then Facebook distributes the ads to the people who are closest to converting, i.e. to performing an action (purchase from the site, subscribing to the newsletter, filling out a form, clicking on the call, etc.).
TYPE! From the point of view of CPA, the most effective campaign is Dynamic Remarketing, but it will never work unless linked to the first 2 types of campaigns above.
PERSONALIZE THE AUDIENCE
The personalized audience consists of users who have a relationship with your business, regardless of whether they are existing customers or just people who have previously interacted with your business on Facebook or other platforms.
Use the Audience Insights function in Business Manager to see what type of audience interacts with your page and to choose the one interested in the products and services you sell. Thus, you can choose your audience according to age, gender, education, profession, geographic location, interests, life events, likes expressed for certain brands, behavior patterns, etc.
For the most precise targeting, combine several criteria. You can create, for example, an audience consisting only of people interested in a certain subject, who fall within a certain age limit.
You can also choose to target people who have already liked the page, their friends or exclude existing fans; this setting is useful if the goal of the campaign is to get new fans.
With the Create a similar audience option, you can find new audiences using an already created audience type. You can do Lookalike according to an already formed audience, and Facebook will target those people who have similar characteristics to it, creating a new audience. Now all you have to do is test it and refine it according to criteria, such as age, gender, interests, location, etc.
Do you want to know more about how to set up an effective Facebook Ads campaign? Contact us!