If you want your Facebook ads to succeed ensure that you’ve taken these steps before starting your campaign.
THE TECH SIDE
Generate a pixel from your ad account and add the generic pixel (PageView) to all pages of your website. Ensure you add a pixel to all pages that you use for your target audience e.g. Eventbrite pages to book tickets and lead pages that result in a download as well as your web pages. This will allow you to track actions resulting from your ads, to allow you to assess the true success of a campaign.
If you run an ecommerce business you will also want to add the standard event pixels to each relevant page on your site.
Ideally, get your web developer to add your pixels or use a plugin such as Pixelyoursite to install them.
It’s no good sending people over to your website to drive actions or sales, if your site load speed is poor. You can get generate fantastic traffic from your advertising investment and still get poor end results if visitors move on before your web page has loaded.
Ideally, you want a speed of less than 3 seconds, otherwise you’ll be getting a high bounce rate (people leaving your site before they’ve acted). To check if your site is fast enough use a tool such as Google’s Page Speed Insights. Pop in your website link and it will let you know if you are in the fast zone or not.
There are simple steps you can take to improve speed such as ensuring that images are of a good resolution for web, but it can be quicker and easier to hire a web developer to improve the speed for you.
Make sure your website is optimised for mobile
Most users interact with Facebook on their mobile devices so they are highly likely to experience your ad on their mobile.
If you’re encouraging them to visit your site make sure it’s mobile friendly – either optimised for mobile or mobile responsive. Sending potential customers to a site they can’t view on mobile or that doesn’t offer them value is a waste of your money. You’ll also be penalised by Google’s search rankings, so it’s worth doing.
If your website isn’t up to scratch then consider Facebook ad campaign objectives such as lead generation that can lead to sales without interacting with your website. There’s no point having a winning ad and a poor destination.
Set yourself a realistic objective to drive your decision making
Everyone wants huge sales for low investment but be realistic. If your brand or products are new or relatively unknown you’ll need to invest some time and money in building brand awareness before you can expect good sales numbers. If you have an incredible product at a low price point then you may get lucky, but in general you need to build some trust and explain who you are and what you do before you can expect people to part with their money.
If you’re a new business or product objectives such as awareness and engagement are better places to start and get more affordable results. If you’re offering high value products of services you’ll want to build a funnel – a series of campaigns targeting customers at each point along their journey to purchase.
Check out this blog for more details on how to pick the right objective for your business strategy.
Funnels – now that’s a whole other blog or few! For more information on those sign up to our newsletter for updates.
Define your target audience
If you’ve been following my blogs for a while you’ll spot a theme here!
Getting your audience right is the lynch pin of successful marketing. You have to know who you are talking to, understand their pain points, communicate in a way that will resonate with them and offer them something that they need or desire. This is not possible if you have too broad a group in mind. How can you craft the perfect message if you have to find one that appeals to a varied group of people with little in common?
The more defined and clear you are about your audience the better your Facebook advertising results will be. If you have different types of customer or products then develop a few audience segments and get into the detail about who they are and what makes them tick.
Facebook has some incredible targeting tools and can discover the perfect people to fit your audience but you have to describe them – their interests, locations, demographics, behaviours before it can do the work for you.
Equally, your advert copy (text) and creatives (images, video, slideshow, carousels etc) will take the lead from your target audience. What will appeal to them and why?
Define a hook
Based on who your audience are, what they want and and what they need you can you craft an offer that will encourage them to engage and eventually buy from your brand. Offering discounts, a download, a training snippet or useful checklist are all ways to offer value for free in exchange for interaction from your target audience. Come up with your best offer and start there. That extra nudge can help push more of your audience over the line and get you results.
Start with a budget you can afford and that will give you the results you want or need. This will help drive your testing and decision making, when creating or adjusting your advertising campaign. We’d all love thousands of pounds of sales off the back of a £50/m ad spend but it’s just not going to happen!
The higher your average purchase value the more it will cost you per result. The more expensive your product or service, the more considered the purchase and thew smaller your likely target audience. Likewise, be realistic if you have a low-priced product e.g. less than £50. The return on each sale that you may get, even with a killer ad, is likely to be very low. So, if you’re aiming for huge revenue returns you’ll need to have a big budget at hand to power these. To succeed you’ll need a fantastic ad, a perfectly targeted audience and a healthy budget.
Don’t forget your ad costs are the ad spend, plus the cost of creatives and ad management too.
For an idea of what an ad campaign involves and your minimum costs see our services page.
Get in touch for more help in estimating the budget you’ll need for your campaign.
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