Are you sick and tired of losing money on Facebook Ads that seem to not work? Here’s a quick tip; joining the effective Facebook ads ‘gang’ has a lot to do with one of the most overlooked and yet critical factor- your targeting AKA your audience, AKA the people you are targeting.
I have looked at thousands of Facebook campaigns and have spent over £100k in Facebook ad spend for myself and clients and take it from me, most Facebook ads suck because the targeting is either too broad or its the right amount of the wrong people. Think about it, if you’re selling ‘double beds’, you have no business targeting everyone who’s interested in ‘bed’ on Facebook, you need to define your audience by utilising all the targeting options that Facebook has to offer, you have to think outside the box.
Technology concerning who’s tracking what we are doing online and offline is advancing FAST and 2018 and beyond is going to be very interesting especially where data privacy is concerned. We’ve already seen the havoc it can cause to have access to this powerful data on individuals thanks to the Cambridge Analytica shambles. Up until now, many marketers and individuals have enjoyed making good use of this data to ethically sell products and services to millions of people through Facebook’s use of Partner Categories, however today Facebook has announced that they will be stopping access to PC on all ad accounts within 6 months.
For those that don’t know what PC are, Partner Categories help you target a certain demographic of people based on their behaviour offline. For example, if you’re a single mother of 3 teenagers who owns a Labrador dog and lives in Birmingham, Facebook will know about it thanks to third party companies like Experian/ Epsilon selling their data to Facebook, who then matches this information up with your Facebook profile. Partner Categories have always given me and my clients great results so what are we going to do now that it’s been taken away from us? How are we going to target the right people with the right messages at the right time so we don’t burn our hard earned dollars in an open fire?
What Causes Facebook Ads Failure?
Succeeding with Facebook advertising and having effective Facebook ads isn’t as easy as flipping a switch. From targeting specific group of people to the right ad format and using the right Objective, there are a tonne of variables that can make or break your campaigns.
Here are 3 tips to optimising your Facebook advertising strategy:
CHOOSE THE RIGHT AUDIENCE-
So, considering that Partner Categories are not going to be an option there’s no point in even talking about them. To pick the right audience, you have to know your audience. You have to know their demographics, interests and behaviour online. The better you know your audience, the more chance you have at showing your ads to the right people.
Here is an example: Let’s assume you sell web design services for female business coaches in the UK, here is how you might create your audience on Facebook
Demographics- income of £50,000+, self employed, female aged 22- 40, living in UK
Interests- business, Marie Forleo, Tony Robbins, Seth Godin, Amy Cuddy, TED Women, Female Entrepreneurs Association
Behaviours- Facebook Page Admins, Facebook Payment users (90 days)
The more you drill down your details, the more likely your ad is to resonate with users. Facebook provides their own barometer to let you know whether your audience might be too broad or specific.
2) USE THE RIGHT FACEBOOK AD TYPES-
Facebook gives you quite a few options on the ad types you can create. Ultimately, what you choose depends on what you think your audience will respond better to. For instance, if your product is geared towards young people, you might want to add Video Ads in the mix because young people prefer to watch videos these days, as opposed to reading long text. If you’re a hotel, you might want to use Carousel Ads so you can showcase the photos of the accommodation right in the newsfeed.
Here are the ad types available within Facebook:
Carousel ads- ads that have 2 or more images or videos
Single image ad- just a single image/ graphic
Single video ad- a single video
Slideshow ads- a collection of up to 10 different images that rotate into a looping video
Collection ads– Collection is an ad format that makes it easier for people to discover, browse and purchase products and services from their mobile device in a visual and immersive way. With collection, people who tap on your ad can browse more products or learn more about the features of a specific product, in a fast-loading, fullscreen experience, without leaving the Facebook. These are great for retargeting in the travel and retail industries.
Lead ads- Akin to a traditional lead magnet, lead ads allow users to download content from your brand directly from Facebook. Ideal for brands promoting webinars or downloadable PDF’s, these types of ads serve as a reminder of Facebook’s potential as a list-building tool.
3) FACEBOOK RETARGETING-
If you’re on the fence about your audience or what type of ad to use, don’t panic. The process of setting up a campaign can be daunting as you wonder whether or not your hard work will pay off.
As a result, you might want to consider honing your Facebook advertising strategy on your existing leads. Through remarketing, Facebook allows you to serve ads to a custom audience of people who’ve interacted with your brand before based on a Custom Audience. These interactions might include:
- People who have previously visited your website
- People who have made a purchase on your site in the past
- People on your email list
What about Lookalike audience?
Those who’ve run ads in the past can squeeze more out of future ads through Lookalike Audiences. This feature essentially creates a new audience based on your previous ad data, tapping into a new set of targets that are similar to your own audience.
Think of Lookalike Audiences as a sort of shortcut. If you’ve already run ads and have targeted previous customers in the past, a Lookalike audience can introduce you to totally new users who are likely to engage with your content.
Even after you create what seems to be a great Facebook advert, you must test, test, and test again. Facebook ads mainly run on a bidding auction so what you pay for each click can vary depending on who else is fighting for space in the newsfeed of your audience. Monitor results closely. If you find that you’re paying more than $1.00 CPC, you need to re-do you advert and find out what’s going on. Facebook rewards advertisers by charging you less CPC IF the audience is responding well to your adverts.
Be careful not to overspend by setting an affordable daily budget. When you start testing your ads, always do it on a low budget of max $10/ day per campaign for at least 10 days.
So, what are you looking to accomplish with Facebook ads in 2018?