Diving into the world of Facebook ads can be overwhelming with questions like How to lower your Facebook ad cost? How to use Facebook ads to drive webinar registrations? And most importantly how to correctly use Facebook ads to advertise your business. The truth is that social media marketing is changing every day and just like all great technology social platforms change with the landscape. Facebook ads are no exception driven by advancements in technology and changing user behaviours and preferences.At AEK Media, our digital marketing nerds, know a thing or two about Facebook ads and creating targeted campaigns. With all our know-how, and expertise (and sometimes learning from our mistakes!) we have created this guide to get you started.
Here are our top 10 Facebook Ads tips to stay ahead of the competition.
1. Capitalise on Facebook Audience Insights.
Facebook Audience Insights uses aggregated information about your current and potential customers to give you ‘insight’ about two groups of people:
- People who are connected to your page (Customers / already engaged)
- People on Facebook (Potential customers)
Facebook collects a lot of data from its users (controversial but true) from in-app activities to third-party sources.
It looks at trends about your current customers across Facebook and lets you effectively reach your ideal audience by filtering through Facebook active users and letting you view results from four main categories:
- Page Likes
Using this data, the social platform and more specifically Facebook Audience Insights allow you to create content highly-targets advertisements that resonate with this audience, effectively reaching your target audience.
2. Create unique ad sets for each audience.
This brings us to our next tip of creating targeted and unique ad sets, targeting pain points and focusing on one message within your Facebook ad campaigns.
Once you have your audience targets (or what we in the biz call ‘ad sets’) you will then want to target your ads and message towards thoughts it will likely appeal to.
One targeted ad is great but multiple ads within those ad sets, targeting multiple pain points will ensure you truly resonate with your customers, and their needs and ensure your Facebook ads are effective in communicating their targeted message to the right prospects.
3. Use high-quality imagery that blends into the feed.
As humans, we are very visual folk. Don’t judge a book by its cover has never been less true. We do judge things that we identify with, and that appeal to us and we associate high quality with good quality.
Within your Facebook Lead ads, use high-quality and relevant images and videos to gain more engagement, and more clicks and build captivating digital narratives revolving around the customer journey and experience.
At AEK Media, we talk about hyper-targeted funnels that target the right customer with the right content where it counts in the buying journey and here is where it rings most true.
Users should be able to immediately identify your content as an ad, and it should stay within the ad space so that it looks natural and fits within the designated space blending into their social feed whilst also promoting USPs or offers.
The right marketing content comes from in-house creatives from a great design team to professional copywriters, all the way to the colours and the graphics you use optimised for that specific social platform (in this case Facebook).
4. Check out the competition and conduct a Facebook Competitor Analysis.
A little competition is always good for keeping things fresh and understanding the creative ways those within space are targeting your target audience. Checking out the competition is not about imitating but allowing you to understand their best practices, identify gaps and learn from their mistakes. Acquiring this data can help identify the best strategy going forward for your ad campaigns and review your own customer service efforts.
- Are they testing different versions of their ad?
- What are your competitors doing that you haven’t thought of doing before? What are the new ways they are engaging your audience?
For example: Are they sharing short infographics to promote links to their blog posts? Regularly hosting live video sessions with industry leaders?
- What type of creatives are they using? Carousels? Videos?
- Why are they doing this? What do they hope to achieve?
- Are these tactics worth considering for our ads?
- What are they not doing right? Any mistakes or lessons to be learned?
Monitoring their performance can also help you identify things that may not be implementing that you are.
For example: Are they often enough? Are they not posting enough of a certain type of content that gets engagement? Where is the gap in content that needs to be filled by someone (you!)
What should a Facebook Competitors Analysis report include?
A typical Facebook competitor analysis report examines key performance metrics including a list of KPIs for each competitor, such as audience size, audience growth or follower count, interactions, Page likes, overall engagement rate and average engagement rate. It delves into the competitor’s content strategy, assessing content types, frequency of posts, and top-performing posts. Essentially, the analysis provides insights for refining your strategy and establishing points of differentiation from competitors.
How to see your competitor’s ads
Check out the Facebook Ad Library.
The Facebook Ad library allows you to customise your own search and search for branded content using parameters such as audience size, country, language or ad categories.
Type your competitor’s name into the Facebook Ad Library to see the ads they are running.
Here you can see the ad details such as the status, the platforms they are across and the content they use.
How to find your competitor’s audiences
To get started:
- Go to Meta Insights within your Facebook Business Manager profile
- Select audience insights.
- Add your target audience details, including target demographic details such as the country you’re targeting. The most important filter is the interests tab.
This data can provide a lot about who your audience is, where we might find them on social media, and what content they like to see.
How to target your competitor’s audiences
To get started:
- Go to Meta Insights within your Facebook Business Manager profile
- Select audience insights.
- From Facebook Audience Insights, you can see what competitors or companies your audience is also ‘fans’ of.
- Simply add their name to the Interests tab, along with your location and any other details that might be of important
- Tap Create Audience.
You will now be able to access this saved audience whenever you create a Facebook ad in Facebook Ads Manager.
5. Expand Your Reach with Page Post Engagement Ads
No matter how engaging your organic posts are, the Facebook algorithm only allows organic posts so much exposure. This is where engagement ads come into play. Set up engagement ads and opt for for the “Engagement” marketing objective to reach those who already follow your page or have interacted in some way (like, comment etc.)
6. Show Off Your Products with Facebook Carousel Ads
Tailored-made Carousel ads are a great option for displaying up to 10 multiple e-commerce products, images, videos and/or parts of the same product in a single, handy swipe-able ad.
These images can be linked to a different landing page from each panel. They are visually appealing, look great on both desktop and mobile devices and are an engaged way to promote a business. In fact, Facebook Carousel ads can drive up to 10 times more traffic than other standard sponsored posts on Facebook.
7. Review your analytics regularly.
It is no secret that Facebook Ads analytics and tracking conversions help you understand the effectiveness of your campaigns through key metrics (impressions, reach, clicks, click-through rate, cost per click, conversion rate, and return on ad spend) which in turn helps provide valuable insights for future ads.
But it goes deeper than that. At the end of the day, you are running a business. Monitoring and reviewing your Facebook analytics, performance and how your audience is responding to them regularly ensure you are spending your ad budget effectively and maximising your ROI. It can help you adjust your campaigns and reduces the chances of running underperforming ad so that you are not wasting your budget on the wrong strategies which is even more important if you have a smaller ad budget.
Facebook Ads analytics allows you to keep track of the performance of different campaigns and also provides a wealth of data about the target audience including information about age, gender, location, and interests and to understand how to target your audience more effectively.
8. Remember to retarget your audience.
Did you know it typically takes 7 times of seeing or hearing an ad before they take action to buy a product or service? 7 times! The Marketing Rules of 7 states that brands that engage with a customer seven times are more likely to earn the trust and business of that customer. This is where retargeting your audience comes along.
Facebook retargeting ads are a PPC strategy to retarget people who are familiar with your brand and may have interacted with your products on and off Facebook, showing them relevant ads on external sites or Facebook to give your ads more exposure.
This allows you to address all friction points identified in the buying cycle to convert visitors into customers.
- Identify potential customers who are prepared to engage and establish a tailored list using your existing contacts or collect data from your website’s pixels for your retargeting initiative.
- Upload this curated list to Facebook’s Audience Manager.
- Customise and personalise your ad content to make it more relevant to your target audience.
- Determine the destination URL for your ads.
- Segment your ads to cater to specific audience groups.
- Set your ad budget.
- Craft and launch your advertisement.
- Test your ads and monitor the progress of your campaign to ensure its effectiveness.
9. Optimise your Lead Ads.
A lead is just a lead if they are not converting to a customer. Creating your ads is just the beginning of your campaign journey. To truly master your Facebook ads you must test, analyse and optimise your lead ads to understand your customer’s journey, what works for your audience, and how to get those qualified leads converting.
10. Contact AEK Media today.
Last but definitely not least (if we say so ourselves), contact us today.
We know that social media marketing is becoming more sophisticated and nuanced, and brands that stay on top of these trends and adapt their strategies accordingly are likely to see the greatest success in this ever-evolving landscape. We provide a holistic solution for your social media campaigns under one roof.
We care about what makes your business unique.
We leverage this to connect you with new customers through compelling, digital narratives distributing these narratives throughout a hyper-targeted funnel through Facebook ads, strategic marketing campaigns and a marketing approach to reach the right customer with the right content where it counts in their buying journey.
We take care of the stress of the ad creatives from sourcing influencers, editing graphics, content writing and adapting it to each marketing channel.
Our team of experts understands the nuances of B2B advertising and can help you develop a tailored social media advertising strategy that effectively reaches your target audience.
We’ll work with you to identify your specific business objectives and create compelling ad content that speaks directly to the pain points and needs of other businesses in your industry.
Our marketing agency specialises in crafting custom social media marketing campaigns that maximise your ROI through advanced audience segmentation and data-driven ad targeting. Our team leverages the latest strategies to ensure your ads are shown to the right people at the right time. Let us help you take your social media marketing to the next level and achieve measurable success.
Effective marketing is unobtrusive, relevant, and engaging. Social media marketing fosters trust and community, crucial in attracting and retaining consumers. By utilising captivating messaging, vivid imagery, and thorough audience research, we can help you establish credibility and transform confusion into excitement.
Let’s grow your business.
Chat with one of our Social Media specialists today to learn how we can take your business to the next level.