Getting good results on Facebook comes down to patience and the right expectations. It is not a strategy that will get you rich immediately, but if you set aside your impatience and a good budget for learning, it can deliver massive results.
It takes some time to run tests to target the right audience. While every social platform has its integrated advertising system, Facebook is still reigning in supremacy in terms of features, audience, and insights. As an entrepreneur, the fact remains that Facebook is the right place to start your campaigns.
Starting Facebook Advertising Campaigns
It is unfortunate to note that despite the effectiveness of this platform, not all brands are taking advantage of the potential of Facebook to gain mileage in their sales. Many entrepreneurs end up throwing resources down the drain and wasting money as they lack the strategy or understanding of how to use it.
All you need is knowledge of how Facebook advertising works. Below are some tips that will assist you to understand how to use this advertising channel.
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Create unique ads for different audiences
One of the neatest features of Facebook advertising is that you can create different ads for each audience. You can create two ads and deliver them to different audiences. You can also create one ad and deliver it to different audiences, provided the target of the ad is attained. For instance, if you are selling stainless steel kitchen utensils, you can create one ad for professional chefs and another one for stay-at-home moms.
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Mine the insights of the audience
The audience insight feature on Facebook is the best tool available for you as an entrepreneur. It allows you to learn about a particular audience before risking your money to target them. It mines data from the platform and shows you your target market based on the people that like your page.
Instead of getting into the advertisement front blindly, you can better understand the specific users that will follow through on the call to action of your advert. It will save you a lot of money and time, allowing you to focus on the quality of the advert and reducing time wastage.
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Have landing pages for each ad
You should rarely connect your advert to your site or product page without pushing your visitors through a custom landing page. A landing page will allow you to maximize your efforts of Facebook advertising by educating your users before they buy.
These pages make sense because advertising on Facebook is not cheap. You will spend money on every click, and it is crucial to maximize conversions. You will be wasting money if you send visitors to your website that does not have a clear call to action specifically for each ad.
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Pixels
You need to create a pixel so that you retarget and do many other awesome things. You need to go into the ads manager option and choose Facebook pixels – not conversion pixel tracking. Facebook pixels are easy to set up. A guide is provided on how to set them up.
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Targeting
As an entrepreneur, targeting needs to be the most crucial part of your advertising. You need to spend extended time periods in this area if you want good results. The biggest challenge with targeting is not the type of your audience but having the right one.
Targeting on Facebook is both an art and science. You can import the contacts you have on the email list, website, or app to Facebook for retargeting and instruct it to look for similar individuals.
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Split-testing
Split-testing lowers your cost and improves your performance. It is crucial to try different variations of ads and landing pages so that you can measure how well each is converting. Test, and then invest in the one that works best. For example, you can use a sequence of a campaign type, audience, angle, image, landing page, campaign objectives, and then placement.
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The ads
The configuration of each ad will give you different results and costs. The recommended bid goal is the automatic setting because it will get you traffic. You can optimize it as per the results you achieve. Using pay per engagement is the cheap way of optimizing your objective.
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Account
Do you have a business account? Facebook will suspend your account if it has suspicious behavior even though the things you are doing are fine. You could be spending too fast or creating too many ads too soon.
You could also be doing a million other things on the page. Running your ads through a business account and managing your ads from there will make your process straightforward and easy to administer.
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Create a bid budget and strategy
As an entrepreneur, it is vital to creating a budget and bid strategy. Otherwise, you might end up spending more than what you intend to spend. Facebook advertising gives you a timely solution called the optimized CPM.
When you use this tool, Facebook will automatically bid for advertising space based on goals and constraints you provide. You will, therefore, maximize your budget and avoid overspending. Before knowing how space allocation and charges are, it is advisable to allow Facebook to do it on your behalf.
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The use of striking imagery
You will come across many people offering courses on writing Facebook ad copy, but you will not find them teaching about images. This is quite unfortunate as the visual content is more influential than text.
It is not necessary to use a shot of the business but rather use an eye-catching image that will make people read your ad. Facebook says that you cannot use a picture which has over twenty percent words because its design is for creating attention and not displaying words.
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Time Zone
When creating a Facebook ad account, you have to create a time zone to a place that will allow you to be online between 12-2am. Solid research states that this is the right time of starting a campaign if you want to get optimal results. It is advisable to create the ads two days in advance so that you are sure that they will get approved in time to start running.