When someone says “PPC” most people immediately envision Google’s AdWords and forget about the platform that has been massively upgraded in the last few years, and even more so in the last two months. Facebook’s innovations like the Custom Audience function, demographical refinements, and the ability to advertise not based off of extremely expensive keywords are huge advantages marketers are profiting off of even now.
If you’re willing to take the plunge, there are a number of things to be mindful of before jumping in, that have caused many others to belly flop.
The top four reason Facebook ads fail are as follows:
- No pre-formed strategy (obviously)
- Targeting is not focused in
- Custom Audiences function is not used
- Don’t utilize retargeting
- Don’t test ads before implementation
How to focus in with targeting options
The ads with the highest ROI know exactly who and where their customers are. Instead of shooting in the dark, make sure you have specifics to back up your decisions. Starting with:
- Location: Targeting an area where none or few of your buyers exist drastically lowers your ROI. Although you may have a product that is sold online all over the US, not state or language data to refine your geo location is worth looking into.
- Age Range: Even though it should already be implied, showing an ad for a console game to a middle aged woman should probably be avoided.
- Interests: This is where it gets tricky for some companies. Just because someone likes dogs doesn’t mean they want to see your ad about cat food.
- Reach: Reach numbers should always match the geographical limits to what you’re trying to accomplish. This data should let you know if you’re focusing is too bold or just right.
Taking it a step further with Custom Audiences
Using custom audiences is done for one huge tool Facebook offers: creating a lookalike list from your past customers to guarantee maximum ROI.
In order to use this function of Facebook advertising, you must previously have a copy of your customer information that includes emails, phones numbers, Facebook ID’s, or mobile advertiser ID’s available for upload or copying.This may feel a little untrustworthy, but this is a simple searching function, nothing else. To find these option, you can see the steps below.
After uploading, you might consider excluding the customers you just uploaded in order to no waste marketing dollars on them if you think they won’t be coming back to buy any time soon. You can easily do this after uploading. Besides past customers you can use this method with people that simply visit your website, except don’t exclude this data upload. After uploading the past “Cust. Data” go here:
It is highly recommended not to go very high up in the size scale when creating the look-alike audience as the larger the size the more irrelevant matches are made. Using the smallest size starting off for the first time with this method is definitely the best way to go.
Now that you have the audience created, remember that you can go in and access this list at any time to update it with new information or edit the results to match more of what you’d like.
In constructing your ads on Facebook, building a robust campaign begins with pulling information that is already available to you. As the audience lookalike function in Facebook allows you to find more customers similar to that which you already have, retargeting works in a similar manner.
Using a website tracking pixel is the single best way to use retargeting. Doing so will place a snippet of code into your website code that remembers who has visited your website. Facebook themselves can show you how to implement this pixel on your website.
After inserting this code, scraping information into a list to be retargeted in Facebook ads is an effective strategy every Facebook marketer should be using.
Testing ads before implementation
The best way to empty your wallet out into a trash can and walk away is not to test your Facebook ads. Each marketer has the responsibility to test for efficiency before hitting the ON button for Facebook Ads. After implementing lookalike audiences, creating multiple ad sets with slightly different target audiences is the next best thing to do. This will whittle down your options to the absolute best one.
Find the budget that is as low as possible while still running all your ad sets to begin testing. The winners and losers will be very clear after only a few days of implementation. Relevance score plays into this decision depending on how you’ve constructed the ad from a creative perspective.
Succeeding with Facebook advertising is entirely possible, and these few tips should be able to guide you on your way to success. However, the individual behind the control desk is usually the limiter when it comes to whether or not a campaign will be successful.