Top 10 steps for Setting up a Successful Facebook Ad Campaign
Creating Facebook ads is an art form. This guide will show you how to master it.
Nowadays, most if not all social media marketing strategies involve Facebook. The platform offers a myriad of tools that businesses can use to grow and make sales.
Better yet, the platform evolves along with the market so that businesses can stay up-to-date with all the important changes.
Now that you have the tools. What’s next?
The hard work lies in figuring out how to use them. Even the best of the best can use some guidance and a new perspective or two. Here’s a roadmap for a successful Facebook ad campaign.
1. Think about the Message
Regardless of the marketing channel, getting the right message across is essential to a successful campaign. If you don’t understand your message clearly, how can you expect that of your audience?
This will be the first thing that people see when they start travelling down your marketing funnel. You need to leave an amazing impression on those who are seeing your product for the first time. Even if they’re familiar with your product, the message needs to be eye-catching enough to ensure people don’t scroll by it while browsing their feed.
2. Advertise to the Right People
Who is the ideal customer for your product? How old are they? What are their interests?
It’s crucial that you answer these and many other questions about your audience. Luckily, you’re not alone in this.
Facebook Ads Manager comes packed with all the features you need to target your ideal audience. You can target people based on everything from their age to the tiniest of details that make them more likely to buy from you.
3. Install Facebook Pixel
If you’re not using Facebook Pixel, you’re missing out on a huge opportunity. In essence, it’s a small piece of code that Facebook Ad Manager creates, which you can build into your website. Once you do this, you can track all relevant actions on your site.
Pixel provides all kinds of valuable data that you can use to make your campaigns more effective. As you keep using it, you’ll be able to perfect all aspects of your advertising.
4. Choose Your Goal
Facebook makes it easy for you to define your goal. Your marketing funnel has three main components: awareness, consideration, and conversion. So what are you trying to achieve? Do you want people to hear about you, or are they ready to buy?
Keep in mind that you need a different message for people at different stages of your funnel. There’s no point trying to sell to those who aren’t ready. You first need to have people to convert, so it’s always good to start with awareness if your brand or product is still fresh.
5. Choose Your Audience
If you’ve already thought about the people whom you want to advertise to, it’s time to investigate the more technical side of things.
When you get to the audience selection window, you’ll see all kinds of options to choose from. What you want to do here is narrow your focus as much as possible, as this will make sure you get the right people to see your campaign. As you select the sorting criteria, pay attention to the audience barometer on the right side to see if you’re targeting enough people.
6. Find the Right Placement
Now that you have the basics in place, it’s time to dive deeper into the details of your campaign. The first one is your ad placement. This can make a world of difference. For example, not everyone in your audience may come across your ad on Instagram, and you might get the best results from desktop feeds.
There’s really no way to know how a particular placement will perform, so you’ll likely have to go through a bit of trial and error. Keep close track of the campaign to see if the placement might be limiting its effectiveness.
7. Think about the Format
Your Facebook ad can take on many forms. The right one will depend on various factors, but there are some that should work better than most.
Video ads are a great example, as they let you reach more people at a lower cost. Single-image ads might sound boring, but they’re still the most powerful format. Lastly, canvas (full-screen) ads might look very appealing, but they don’t generate as many conversions as other formats.
8. Create an Eye-Catching Image
Your ad’s image is responsible for making people stop scrolling and look at the ad. It’s crucial that you make it as appealing as possible, or all your other efforts might be in vain.
The key here is to create a positive emotional response. When looking for the perfect image, the main thing that you should ask yourself is ‘How would I react if I saw this for the first time?’
9. Be Patient
After you’ve spent all that time and energy on creating the perfect campaign, you might get impatient and refresh the stats page every few minutes. This is a mistake, as you can’t expect your ad to show results right away.
Instead, leave it for 2-3 days for a better representation of the results. It takes time for Facebook’s algorithm to start recognising your ad as relevant, so leave everything as it is for at least 48 hours.
10. Revise Your Campaign
You can’t just set and forget your Facebook ad. Instead, you need to keep optimising it for the best results. Make no mistake, as there will almost always be something to work on.
Pay close attention to the stats in Ad Manager. Don’t hesitate to tweak and experiment if the results are coming in subpar. You likely won’t get everything right in the beginning. Work on it and don’t get discouraged.
Creating a perfect Facebook ad campaign is a work in progress. The good news is that it gets easier after the grinding initial work.
If you use Facebook tools the right way, it only takes one successful campaign to pave the way for whatever you’re trying to achieve.
Need some guidance on how to do this?
All you have to do is to sign up for your Free Social Media Growth Strategy Session.