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Following is a post from one of our global Facebook experts:
Improve Your Facebook Ad Performance:
Facebook has been integrated into many businesses’ marketing strategies. Companies are using business pages on Facebook to connect with customers, build brand awareness and as an advertising platform to reach the right person at the right time.
If you are a small business, should you advertise on Facebook?
If you are a small business owner, don’t rule out Facebook advertising just yet. You will however need to be very selective and strategic with the type of content you are posting, who you are targeting and when you do so.
Facebook has been successfully used as a direct response platform and smaller businesses are experiencing positive results. A comScore report, shows that Facebook ads help purchases, sometimes as much as 38% over those not exposed to Facebook ads.
We have outlined three tips on how to improve your Facebook ad performance.
1. Put the user first
It is always important to put the customer first and the same rule applies to advertising on Facebook. Some businesses will expect to drive traffic from Facebook to their site instantly, however this requires a certain degree of testing before this can be perfected. By using custom pages or apps on Facebook it allows you to keep users within the social platform to browse what you have to offer. This will mean your customers will have gathered sufficient information about your product or service before landing on your website. This will in turn lead to a lower bounce rate and increased conversion rate.
Custom pages make it easier for users to like your brand, which will mean you can continue to engage with them throughout the purchase cycle. Remember to factor in the value of your product and understand the typical conversion cycle. If you are selling a high ticket item, you will want to improve the overall Facebook page experience to keep the customer engaged. You can remarket with status updates including discounts and exclusive offers.
Segmenting your ads will allow you to reach your target audience and avoid displaying your ads to those who are disinterested. You should break out your audience to truly understand the value of each group and adjust your bids accordingly. By segmenting your most engaged audience into one group, you should increase your bid to ensure you don’t miss out on a high value opportunity.
It is equally important to divide your audience by demographics; age, location and gender which will help you to find the most valuable group to your business.
3. Create compelling ads
Facebook is a social sharing platform where people go to share photos and updates with their friends. They generally do not have the intent to purchase, however, if you are clever with your targeting and your advertising message you will grab their attention. The most compelling ads include engaging images with a relevant offer. Think about the Facebook profile colours (blue and white) and use contrasting colours which will stand out.
Don’t be afraid to test and pull back anything that isn’t work and try something new. You will need to regularly refresh the content of your ads so that users aren’t bombarded with the same message, even making simple adjustments to the headline and call-to-action.
These tips should help you to make a few adjustments to your strategy to help improve your Facebook ad performance. To remain ahead of the competition, you need to find the right message and the right targeting that works for you.
Do you have any Facebook tips to share. Leave a comment below.