Facebook Introduction 2020

Successful Facebook Ads for Beginners

In this guide we will cover tips, tricks and strategies that will help you create a compelling Facebook campaign. From planning, writing copy and designing to optimizing and increasing conversion – we’re positive you will find value in this guide. Sounds good? Then let’s get started.

Picking the Right Campaign Objective

For optimal results, make sure the campaign objective fits your campaign’s goal!

Objectives

Let’s have a brief overview of what can be achieved of each objective.

Traffic

• Doesn’t guarantee conversions
• Use when there are no specific actions you want the user to take
• Great objective if your goal is website traffic or Facebook page traffic

Conversion

• Facebook has great auto-optimization for Conversion campaigns
• Use when you want users to convert on your website.
• Can affect audience size and if you haven’t had conversions already, the algorithm will be in the learning phase for a long period of time. If this happens, use Ad delivery optimizations.
• If audience size and awareness is important, don’t take Conversions, it’s better to take Landing Page Views

Engagement

• If the Campaign schedule is shorter than 1 week, use Impressions instead of Cost per Event. Otherwise you won’t have much reach
• Guarantees only engagement
• Algorithm shows ads to people who engage a lot
• Engager audience can be used for remarketing afterwards
• Remember that boosted posts are by default  with Engagement objective

Catalog sales – dynamic remarketing & prospecting

• Great for e-commerce stores
• Use if you have many products that you have to update regularly
• Shorter period remarketing works best
• 1,3, 7 or 14 days

Lead generation 

• Use if there is a need for leads – emails, numbers
• Emphasize how easy it is sign up
• Use double-check questions, to sort and optimize lead quality

Brand awareness & Reach

• Don’t use for sales campaigns
• Reach maximum amount of people repeatedly
• For wide awareness campaigns and social boosts.
• If reach is important and no other metric is important.

Messages – Answer in 30 minutes or use a bot

Can be used for:

• Gaining trust
• RSVP to Events
• Brand awareness
• Helping customers

Store visits

• Use it if you have a physical store connected to Facebook
• Can be used to include more details than the regular Local Awareness ad

Targeting an Audience

The way you put your ad in front of the right people is by targeting an audience. The audience can be broad, defined or specific but it always should be put in front of people who are interested in what you’re offering or presenting

Building your ideal audience

Before diving into all the targeting options, you should take your time and create the perfect audience you would want to advertise to.

Here are some questions to help you get started:

• How old are they?
• What is their gender?
• Are they married? Find out the relationship status.
• Do they have kids?
• What are they interested in?
• Why do they need your service?
• What do they fear and desire?
• When do they use the internet?
• Do they access Facebook through desktop or mobile?
• What do they hate about your and similar services and how could you get them rid of that?

 

 

Now that you have acquired the information you need about your audience, let’s explore the targeting options Facebook provides.  There are different targeting options that you can choose from. At the moment, Facebook offers Detailed Targeting and Connections, Custom Audience and Lookalike Audience. Scroll down to learn more about what each offers!

Detailed targeting and connections

Detailed targeting and connections are a great way to find new and profitable cold audiences. Target your desired audience with different options:

• Demographics – Age, Gender, Location and Language. You can go even deeper if you want to and target people based on their life events, financial status, work etc.
• Interests – Ads they click, pages they visit and interact with, activities they engage in. With Facebook Interest targeting, you can even narrow it down even more, for example, you can target people who like a specific beverage.
• Behavior – Target people based on what mobile device they use, whether they shop online frequently or even like to travel.
• Connections – Target friends of your page followers, people who responded to your event or people even who used your application.

Remember! When targeting an audience, you can exclude people from it as specifically as you can include them.

Custom audiences

Custom audiences allow you to remarket to people who’ve already had contact with your business in the past; they could be past visitors of your website, people who’ve liked your facebook page and more. These people are generally warm towards your business and will be more willing to click on your ads. You can create both Custom and Lookalike audiences in Audiences section under the Assets column in Facebook Ads Manager.

There are 2 sources from which you can use this information:

Your sources:

• Website – users that entered your site or engaged with it in any way
• Customer list – existing customer information, usually from a physical store in a CSV or TXT file

Facebook sources:

• Video – people who watched your video on Facebook
• Lead form – people who opened or completed your lead form
• Instant Experience – people who opened your instant experience
• Instagram business profile – people who interacted with your Instagram business profile or your ad on Instagram
• Events – people who interacted with one of your events
• Facebook page – people who follow or interact with your page

Lookalike audiences

A lookalike audience allows you to use an existing custom audience to create a similar audience. Facebook essentially tries to mimic the people, their interests, behaviors and demographics from your warm custom audience. Select your custom audience, then provide a location and choose a lookalike audience size that’s anywhere from 1% to 10%, where the 1% includes only those people who most closely match your base audience.

Selecting the Right Ad Type and Format

There are many ad formats available, but you should always pick the one that fits your campaign’s goal. Each format has its own advantages and disadvantages.

Boosted Post

 

Effortlessly promote your posts. It’s no secret that organic reach is becoming much harder. On Facebook, only about 10% of your followers are going to see what you post. This is where boosted posts come into play.

PROS

• Boost brand awareness
• Posts will receive more engagement
• Increased reach

CONS

• No control over ad placements (more on that later)
• Limited targeting options

Multi-product Ads (Carousel, Collection and Dynamic Ads)

 

Showcase your products, new collection or tell a story.

PROS

• Create multiple landing pages and funnels
• Add address to your carousel (for physical stores)
• Good way to showcase a complicated product
• Great for remarketing

CONS

• Requires more effort than a single image ad
• Not versatile
• Only a handful of business goals available

Lead Ads

 

Quickly and effortlessly capture leads on Facebook without a landing page or even a website

PROS

• No website or landing page needed
• Customizable and easy setup
• Save money with a reduced bounce rate
• Sometimes Facebook will already have lead’s info beforehand

CONS

• Lead quality may not always be the best
• Many people don’t update their Facebook email
• May need a third-party system if you don’t want download lead list every time
• Can’t make changes to the ad – you have to redo it or duplicate a previous one

Video Ads

 

Capture the interest and test your selected audience with an engaging video.

PROS

• Doesn’t cost much
• Easily generates a remarketing audience
• Videos naturally attract views
• By seeing you in action, you increase trust and loyalty

CONS

• Lower than average conversion rates
• Not amazing at driving traffic
• Humans have short attention spans
• Viewers need to manually enable sound

Image Ads

 

Showcase why the user should care and drive traffic to your website.

PROS

• Perfect for driving traffic
• Doesn’t matter where the user clicks
• Can be placed anywhere

CONS

• Can be easily scrolled past
• Higher average cost than video ads

Instant Experience

 

Shorten the distance between you and the user with full-screen mobile ads.

PROS

• Easy to create with Facebook’s templates
• Loads much faster than standard mobile web
• Full-screen experience that drives engagement

CONS

• Can only be used for mobile
• Accidental clicks can be bothersome for a user

Ad Creation Best Practices

The creative of your ad is arguably the most important thing when it comes to Facebook Ads. A big budget isn’t needed to create engaging and compelling ads. Follow our ad creation tips to get on the right track.

Image Ad Tips

 

The ad image should stop your audience from scrolling. Here are our best practices:

• Make your ad image as consistent with brand’s identity (colors, logo, design) as possible
• Your ad should be contextually relevant
• Find, create a stunning image or use your own photography, not a fake-looking stock photo (this can triple your CTRs)
• Avoid text on images
• Have a single focus point and stand out in Facebook interface – borders, ribbons, buttons, arrows, logo etc.

Video Ad Tips

 

Humans have short attention spans, that’s why you should create your videos with that in mind. Here are our best practices:

• START STRONG, grab attention immediately, fast paced, action – cuts and movements, make it interesting
• Your video should be with a clear, compelling storyline
• Create your video to be captivating with or without sound
• Get to the point quickly
• Have a clear message or an exact call-to-action signaling the watcher exactly what to do

Copywriting Tips

Ditch the boring corporate jargon and be quirky and distinctive. People want to buy from real people not characterless corporations. People want to be entertained.

Here are our best practices:

• Your ad copy should be short. Get to point quickly. Don’t go in detail
• Organize your text according to today’s culture – headers, bullets and emojis
• Have a clear value proposition, what do you want and what does the audience get out of it?
• Consider short and fun – let people read between the lines
• Use words that trigger emotional response, for example: free, you, save, results, health, love, proven, money, new, easy, safety, guaranteed, discovery

UTM Tagging for Google Analytics

If you use Google Analytics for your business (which we highly recommend), you should add UTM tags to your Facebook ads. This lets Google Analytics track which users came in from your Facebook Ads. Using this information can help you decide which ads and formats work best for your business.

Facebook Ads Optimization

The word optimization might seem a bit on the daunting side, however, the Facebook Ads Manager has improved greatly and it currently has many features that make optimization really easy. Nowadays, you can forget about microoptimization and let Facebook handle things. Let us show you how to handle the big stuff to get the performance you want.

Campaign structure

When creating a campaign on Facebook you’ll you have to create a campaign, an adset and an ad. To put things in perspective…

Campaign is the overall objective for a certain campaign. Ad set can contain numerous ads in which you set up budgets, schedule, placements etc. And ad is the creative you will use, whether it is an image, video and text.

Tips:

• Use a recommended minimum of 3 ad sets and if you don’t have a big enough budget, don’t go overboard, because the ads’ learning phase will be longer.
• The bigger the budget, the more the ad sets. Make sure to test what works, instead of putting all your eggs in one basket.
• Put all the similar audiences in a single ad set, if you only have 1 ad.

Budget optimization

On a campaign level:

• Invest in campaigns with the best results, lower the budget for bad performing campaigns or remove them altogether.
• It doesn’t matter what you optimize in the ad set or ad levels if your campaign levels aren’t optimized.
• Enable Campaign Budget Optimization (CBO). It is a great Facebook Ads feature, that lets Facebook decide how to split budget between your ad sets based on their performance. Nowadays, CBO should be turned on for all campaigns, since generally it works well.
• If a campaign isn’t delivering, make sure your budget is not way too low. If it is, increase the budget steadily (20%-30% a week).
• You can copy campaigns or ad sets with a higher budget that have worked in the past.

On an ad set level:

• If some ad set hasn’t received any of the budget because of CBO, you can set a minimum spend limit within the ad set. Or, if an ad set is taking all the budget for itself, you can set a maximum spend limit for it in the ad set level.
• If even minimum spend limit doesn’t work, you should create the audience in a different campaign. Optimization for ad delivery (you can find this at the ad set level): • Sales – when running remarketing campaigns (with custom audiences). If you’re using Sales optimization with a cold audience, you should have atleast 10 purchases per week.
• Product view, Page view, Landing page view – use these optimization options for cold audiences. By doing so, you will make Facebook’s Learning Algorithm work faster and you won’t spend as much money as you had if you chose the Sales optimization.

On ad level: 

• A/B test your ad creatives and ad copies to find out the best performing variation.
• Make sure you keep best ad creation practices in mind when creating the ad (see our recommendations above)

Facebook Ad Relevance Score 

The Facebook Ads Relevance Score is a rating on a scale of 1-10 that demonstrates how well your ad is received by your target audience. It’s important because ads with high relevance scores generate good outcomes with low costs per result. 

To get the highest possible score your ad should have:

• Ad click-through-rate above 0.15%
• Ads with UTM tagging
• Atleast 3 active ad sets per campaign
• Atleast 2 ads per ad set
• Hyperspecific targeting
• Have an above or average quality ranking, engagement rate ranking and conversion rate ranking.

Courtesy: Dropship Rabbit