How to get the most out of Facebook Ads
Ads on Facebook Ads are growing every day, but how many people are truly getting the most out of this tool? Very few. It's not that it's a complex platform or difficult to understand, but you do need to master how it works and the basic terms it handles in order to take advantage of it properly. Ready to get the most out of it? 😉
Determine your marketing objective well
Facebook currently offers 12 types of ads that fall into three categories:
Increase the notoriety of your brand or company – This option is very useful when we want to promote our page, publications or reach users close to our business.
Find potential clients for your company – Do you have an event? Do you want to attract customers through a corporate video or an app? Then this is the category that you have to select.
It is essential that you know exactly what the goal is that you want to achieve so that you do not end up frustrating yourself. If what you want is to achieve conversions and you invest in promoting your page, you will end up failing because you have not really selected the right ad for your objective.
Just as if you do not select your ad well, you will not be able to achieve your goals, the same thing happens if you do not carry out adequate segmentation by not directing your efforts towards the appropriate audience.
Forget quantity and focus on the quality of your reach. It is useless to reach many people if they do not correspond to your target audience, so it limits segmentation as much as possible. This is the best way to get conversions.
Bonus Tip: Run multiple campaigns targeting defined segments for best results.
Pay more attention to behaviors than interests
Surely you are a Facebook user. From your personal experience, would you say that the pages you have liked really define your interests? to what not? And it is that sometimes we like publications that make us laugh at a certain moment, but that really do not interest us.
For this reason, we recommend segmenting based on user behavior, that is, the trips they make, the type of work they do, the purchases they make, etc... It will be more effective than if you only filter based on interests because the information that Facebook has about our tastes is relative, while the information it has about our behavior is reliable.
Install the Facebook Ads pixel
It's impossible to get the most out of Facebook Ads without installing your pixel. What is it? Well, it is a code that you can install on your website so that the platform collects information about the behavior of your users. In this way, you will be able to carry out a complete follow-up of your campaigns, as well as create personalized audiences.
You can create the Facebook pixel directly through the ads manager, although you will need to install it on your website or blog in the HEAD. If your page is WordPress, there are several plugins that will help you, such as Facebook Pixel by PixelYourSite. Otherwise, you'll need to contact your developer.
You will also need to define the events you want this pixel to measure. There are two types of events: the standard ones, which offer information about the usual metrics, and the custom ones, which are those that you create yourself to measure a particular aspect that interests you.
Bonus Tip: Create Custom Audiences so you can target users who have already engaged with your brand and get better results. You can segment based on users who have visited a certain page, those who are subscribed to your newsletter or those who have abandoned the shopping cart. Someone who has already visited your website is more likely to click on your ad than someone you don't know.
Run A/B tests
In the world of marketing there are never miracle formulas. You always have to test and measure to find actions that help us achieve our goals. This extrapolates to Facebook ads.
Create several ad templates, with different images and copy, in order to find out which type of ad is most attractive to your target audience.
Extra tips: Use images of people instead of general images, it has been shown that they receive a greater number of clicks, and try to make the text invite action, make it a clear Call To Action, so as not to incite misunderstandings. Icons and/or emojis cannot be lacking to capture attention either. And if it's a temporary offer, don't forget to highlight it so that people are aware that they have a limited time to take advantage of it.
Analyze all metrics
You will be able to access a large number of metrics about the performance of your ad on Facebook Ads. Take advantage of them because they provide you with very useful information about the behavior of your target audience. Keep in mind that nobody is born learned and everything can be improved, but to know our weak points we have to analyze the metrics.
Now yes. You are now ready to set up the most effective ads in the history of Facebook Ads.