Facebook Ads have been a growing source for paid advertising, as one report found that 94% of businesses have actively invested in some type of advertising campaign through Facebook. The same study found that 67% of companies had intentions to increase their social media advertising campaign budget.
Christopher Lee, the Marketing Manager at WNY Holdings LLC, believes that Facebook Ads can be beneficial when optimized correctly. Here, Lee shares a handful of essential tips for how your business can optimize Facebook Ads for marketing campaigns into 2021 and beyond.
Top Quality Visuals
People are drawn in by captivating visuals that are appealing to the eye. Incorporating different ad formats with strong graphics can help your campaign appeal to a broader demographic. Many successful Facebook Ad campaigns promote through compelling photo ads, videos, story ads that are quick and easy to understand, carousel ads that show multiple products, slideshows, or collections. Ads such as the carousel or collection can quickly demonstrate various features or aspects of an offering that can further intrigue prospects and increase conversion rates.
Targeting Narrow Audiences at First
While some campaigns fare better when reaching as many people as possible, Facebook Ads are more successful when targeted to reach specific audiences. As people on Facebook are most often browsing through their feed without intent to shop, advertising must be specific to uncover those who are open to learning more about your content and spark an interest in your business. Facebook offers a feature known as Facebook’s Audience Insights. You and your business can harness the power of this tool to uncover specific key demographics to target your ads more effectively.
Test Every Ad
Facebook makes it seamless to test your ad campaigns and make adjustments as needed. A/B testing allows your business to compare different versions of an ad and test them against one another. They offer three ways to test, including guided creation, duplication, and quick creation. These testing mechanisms allow you to compare marketing objectives, audiences, placement, and delivery strategies. Through the A/B testing, your business can quickly identify which campaigns are more successful and optimize throughout the campaign.
Using Facebook Pixel for Remarketing
The Facebook Pixel is a great tool to provide insight into the tracking of your website traffic. It is a simple piece of code that can be embedded on your website. The pixel allows you to track and measure visitor information to your site. Based on the data generated, you can then create specific target audiences to send retargeting or remarketing ads at a later time.
Tracking Data and Measuring Results
Successful ad campaigns should have an ad manager that can make daily optimizations to a campaign when necessary. Facebook Ads provides a relevance score, which details an estimate of how well an ad is resonating with the target audience. The higher the score, the better a campaign is predicted to perform. If the campaign is generating a low score, ad managers can quickly adjust content to be more specific or alter the message in hopes of optimizing the campaign.
About Christopher Lee
Christopher Lee is the Marketing Manager at WNY Holdings LLC, a customer-focused digital marketing company that was started in 2018 to provide tailored marketing strategies for small businesses. Christopher Lee assists clients with all their digital marketing needs, from content marketing, web, and graphic design, media creation, SEO, all the way to Facebook advertising.