

Recommendations to boost the Facebook advertisement marketing
Creating remarkable content should be the preferred thing in the mind though creating only great content will not place the company through anywhere.
If it has been utilising Facebook for a while, you might know that anticipating the posts to arrive to all the future customers organically is a silly idea.
Why? As the algorithm stops brands from getting an effective organic reach. The complicated algorithm makes it hard to reach every potential client. That is when pay-to-play marketing get into action. With precise targeting capabilities, bunch of advertisement formats, and rates 7 times cheaper in comparison to other social media advertising, Facebook advertisements has appeared as one of the top advertising platforms for marketing specialists.
Still, a lot of marketing specialists stumble to yield better outcomes from their Facebook advertisement actions. Based on Weebly, up to 60% of small company owners declare that their Facebook advertisements campaign never works out well.
In this part, some of the best recommendations suggested to be followed up will be covered and also the pitfalls the necessity to be aware of in a bid to accomplish an objective-nailing advertisement campaign on Facebook.
RECOMMENDATIONS FOR MAKING A WINNING FACEBOOK ADVERTISEMENT CAMPAIGN
ACCURATELY DEFINE THE GOALS AND OBJECTIVES
The initial step to earning success in any marketing campaign is setting a measurable goal and also making the strategy from the beginning. Facebook advertisements can contain any one of the subsequent objectives:
• Boost website traffic
• Raise conversions
• Make event-based promotions
Comprehending the objectives before the beginning of the campaign would help to measure precisely if the desired results are obtained. And if things are not performing as planned, it is possible to choose to pause, modify or change the parameters for the campaign rather than wasting funds.
How to set out the company’s objectives and goals?
Define objectives as a group: Get all stakeholders onboard and then choose a target.
Develop an action plan: A strategy or action plan has to be made alongside setting the goals. Do not just define goals, also draft a plan that specifies the process necessary to follow in a bid to achieve them all.
Specify KPIs: A constant tracking of the key performance indicators will allow to optimize the campaign to maximize returns. It was necessary to get listed important KPIs and metrics to follow the Facebook campaigns in Part 9.
Create goals that meet the everyday needs It is vital that you set objectives that would satisfy the immediate requirements of the business. There is a main difference between setting goals and specifying the right goals!
USE PICTURES TO ENTICE AND EXPLAIN
Images make the advertisements more appealing. They provide the advertisement copy more engagement, more meaning, and more appeal. Though before having to start creating the Facebook advertisement image, it is necessary to remember the 20% rule for Facebook. According to this rule, the advertisement should utilise 20% text and 80% design.
Now the following is the designing parts; it is necessary to remember a few things. The design must meet the visual brand aesthetics and should be capable of connecting with the audience. It is probable to use creative hub of Facebook to check how the advertisement would look to the audience. It is suggested to try the following tips to make engaging images for the advertisement:
• Big and readable font
• High contrast between background image and text
• Relevance and good quality
• Logo
If the company is running short on the designers, there are some strong instruments like Canva or Venngage, that it is suggested to use for designing a great image.
Now, it is accessible to operate 3 types of advertisement formats to reveal the image publications in Facebook feeds.
Single image advertisements
Single images are the most familiar form of advertisement formats on Facebook feed. If the company is placing the advertisement for one product or landing site, then it is suggested to proceed with a single image format.
Carousel advertisements or slideshows
If the company is set to exhibit multiple photos in a single advertisement, then slideshows and carousel image advertisements are the best choice. The carousel post is a specific way to show multiple images in one post with each picture carrying its own headlines, URLs, and descriptions. The research suggested that carousel post advertisements manage to do 10 times better compared to regular advertisements.
On the other side, slideshow advertisements ensure the experience of a video by adding multiple images along with texts, music, and effects. Facebook described them to provide “video-sized influence without a video-sized budget. Both, slideshow, and carousel, are particularly useful for e-commerce sites; it is possible to utilise them to build unique images for the advertisement campaign on Facebook.
Facebook instant experience advertisements
It is possible to effortlessly create an impressive 15 second, desktop and mobile friendly, slideshow through Facebook advertisements manager’s video creation tools. Instant experience by Facebook helps individuals to browse, discover, and purchase the products immediately. The advertisement has a cover picture or video which as soon as clicked upon, opens up to a new window displaying multiple product images related to the cover video or image.
The collection option is more sophisticated and has been used for promoting several products from one niche. As an extra to selling products, it is possible to also utilise instant experiences to tell the story of a brand and generate leads in an immersive manner.
LEVERAGE VIDEO ADVERTISEMENTS
As it was noted above, videos get more conversion and engagement than images. Why? As they provide the viewers a more authentic, immersive, and instant experience to learn the brand and the product and services.
On the sales perspective, individuals who check the video are almost 2 times more likely to purchase than non-video viewers. Also, Facebook video advertisements have lower cost per click with an average cost per click of USD 1.85. Video advertisements can be played at several avenues in different places on Facebook.
LEARN THE IMAGE AND VIDEO ADVERTISEMENTS SIZES BETTER
Well, who does not like their advertisement creatives well made? But sometimes, there is a risk to mix up the size and ratio to acquire an image that is not exactly what was in mind. So to keep the advertisements from such errors, check the correct specifications to make applicable images and videos for advertisements.
USE CONVINCING SOCIAL MEDIA CALL-TO-ACTIONS
A top social media call-to-action can assist to achieve the Facebook advertisement targets. This is necessary to encourage the readers and viewers to make action on the website, enhancing the conversion rate total. While making a killer call-to-action that transforms is an uphill task. Let us grab some premium wisdom from the top marketing books. In the book titled Influence: The Psychology of Persuasion, it was mentioned mentions that if there is an aim to persuade the audience, it is necessary to include one of such things: (picture)
Commitment (money-back guarantees, discounts)
Reciprocity (free eBook for page visit)
Authority (niche)
Social proof (recommendations, opinions of experts)
Scarcity (only several pieces left)
Liking (blog with appropriate pictures)
Any of the above things can be implemented in Facebook advertisement content. Utilize it in headlines or content to stimulate the click-through rate and gain better conversions.
For instance, check other advertisement examples. It can be showing scarcity by having the discount on for a limited time only.
MANAGE THE CUSTOM AND SIMILAR AUDIENCE TARGETING
There are thousands and thousands of content creators on Facebook, so it is possible for the actions to get lost under the flow of content that is added to the platform daily.
Reports indicate that Facebook users publish up to 510K comments, 130K photo uploads and 290K statuses every minute!
It clearly shows an idea of the level of competition that the company will have to face to reach the content across to the customers. All this data demonstrates that if it does not target the audience in a smart way, the possibility of the advertisements getting lost in the massive stream of content is quite high.
The great news – Facebook has incorporated custom audience targeting instruments that can help the business target the proper demographic of individuals.
These are some of the essential points to keep in mind when determining the target audience:
• Location: It is crucial that an audience is targeted depending on details such as their country, zip code, etc. It is possible to actually streamline it further to target individuals that work in a specific area.
• Demographics: This would involve things like age, sex, income levels, marital status, etc.
• Interests: When describing the target market, it is essential that interests are placed into consideration. Let us say the company is selling cameras, adding interests such as art or photography will help to capture the correct potential customer.
• Engagement: This is a convenient option to get the content across to individuals who are capable to interact with it. Setting the advertisements by engagement implies that individuals who have recently commented, liked, or followed the company on social media will also see the advertisement.
• Behaviours: Facebook has a targeting instrument called
“Facebook Pixel”. The pixel follows the behaviour of a user and demonstrates advertisements accordingly. For instance, if someone checked the website recently, Facebook would offer them advertisements that are associated with the site. More information on the service and the brilliance of this friendly Facebook instrument is mentioned in Part 6.
• Automatic optimization: After establishing the different target options that Facebook has ensured, it is possible to allow Facebook automatically to adjust the audience for the business.
When building a new advertisement campaign, it is possible to also make a lookalike audience. Having a lookalike audience, the company would be able to get to a similar type of audience based on specific behaviours they show. For instance, if there is a list of customers that engage with the content or have completed purchases in the past, it is possible to make a lookalike audience of new prospects that demonstrate similar traits.
BUILD A COMPELLING LEAD MAGNET
If lead generation is the target, then you should provide the prospects valuable lead magnets that they cannot miss and readily agree to provide their data (email, phone number, company, location, etc.) in exchange. So what types of lead magnets work?
Something that ensures increased value in the acting niche and solves real problems for the targeted individuals. But what makes for a value-providing, eye-catching lead magnet?
USE FACEBOOK ADVERTISEMENTS DIAGNOSTICS OF RELEVANCE
Making exciting content for Facebook advertising is not sufficient anymore. There is also a need to ensure that the material is applicable to the audience. This is where diagnostics of advertisement relevance come to play. Consider it as an option to renew the advertisements!
Facebook once had a scoring system for relevance, though it is now replaced with advertisement relevance diagnostics.
MISTAKES TO AVOID IN FACEBOOK ADVERTISEMENTS
As soon as there is a need to get down to build a stellar Facebook advertisement campaign utilising the above tips, also remember a few Facebook advertisement mistakes marketing specialists commonly make that can be harmful to the campaign.
1. Poor targeting of audience
One mistake that most marketing specialists make when selecting their audience demographic is either extending their tentacles too narrow or too wide. To avoid this mistake when making the advertisement, make sure that you specified the audience size.
The system is designed to assist the business in understanding the specific areas that it has to work on. Facebook assigns a rank for the 3 metrics- Engagement, Quality and Conversion, providing a data-based answer to the good or bad performance.
Facebook has made a detailed chart that is dedicated to help the business or individuals in diagnosing the underperforming advertisements. Instead of placing an advertisement that would reach millions of individuals, it is suggested better to set it to a realistic number of individuals that would transform into the ones that are interested in the product.
It is possible to utilise the demographic and interest details to narrow this size. If the audience size is specified too small, Facebook might not deliver the advertisement. Facebook has a deal that would indicate if this were done right. Picking the right audience would not only raise the success rates, while also lower the costs of advertisement.
2.Utilizsng the wrong type of Facebook advertisement
Facebook suggests the various advertisement formats to select from. Though it is necessary to be clear regarding the audience to be able to select the right one. To guarantee success in the advertisement campaign, it is essential that it is clear which advertisement type would function best with the objective or advertisement placement. For instance, desktop advertisements have one of the top conversion rates. The only issue is that they can be very expensive and there is a ton of competition.
If it is planned to use desktop advertisements just to push traffic to the web site, the cost might affect the campaign. So, if there is a small marketing budget, desktop advertisements might not be the most suitable option. It is recommended to keep doing A/B testing until the option that works best is found.
3. Abandoning the advertisements
Another typical Facebook advertisement mistake that most marketing specialists make is designing new advertisements and leaving them for weeks. It is essential to analyse the performance of the advertisements on a daily basis. When checking the progress of advertisement, these are some essential things you should consider and keep in check: (??)
Monitoring the advertisements on a regular basis will help to comprehend if you need to make adjustments to the advertisement options. While at the same time, do not be impatient with the Facebook advertisement, take at least three days before modifying it.
4. Using advertisements for sales funnels only
Another Facebook advertisement nuance is utilising the advertisement only as a tool to sell the products or services. This is similar to a salesperson that pushes the product in front of the clint’s face all the time. Nobody appreciates a pushy salesperson.
To become successful at Facebook advertisements, it is important that the advertisements are telling a story that the viewers can relate to. Making this relationship is crucial to develop leads that convert.
Consider making advertisements that create trust by sharing the success stories, testimonials, benefits offered, industry recognitions, etc. It is possible to even promote the Facebook posts to boost the reach. This helps enhance engagement.
5. Lack of clear proposition of value
The value proposition suggests the audience – what to do and how to do it the best manner possible. When it gets to marketing, the proposition of the value is one of the most crucial aspects. Ignoring it can be damaging to the campaign. It is the value proposition that would persuade individuals to do business with the company or utilise the product rather than the competitor’s. Unfortunately, in many advertisement campaigns on Facebook, businesses do not strive to making the value proposition visible or do not even understand what it is at all.
To ensure that the Facebook advertisement has a great value proposition, it should include the following:
• Crystal clear definition
• Describes the benefits and results
• Avoids slogans
• Highlights brand’s advantages
Without stating it directly, Uber reveals everything that is wrong with usual cabs and how it have taken care of this point to make life easy for their clients. From the picture on their homepage, they emphasise three reasons why to use their service:
• With only one click on the application, it is possible to get a ride to reach directly to the individual.
• The driver comprehends exactly where to go.
• Payment is cashless, so there is no need to worry about not having cash.
6. Handling too many advertisements on a low budget
One of the most typical mistakes that most companies make – especially the small ones – is making very complex advertisement accounts. It is thought of as a single advertisement account that is handling numerous campaigns and has too many sets of advertisements.
Doing this would only decrease efficiency and make it hard to keep track of everything that is going on.
Zaful, a women’s apparel brand, met a similar growth block. When reviewed, it has found a fragmented campaign setup. So they reconsidered the whole campaign by slashing down from thirty advertisement sets and one advertisement to seven advertisement sets and two advertisements.
This key restructuring helped them get a 75% decrease in return on advertisement spending fluctuation for campaigns utilising minimum return on advertisement spend bidding. Furthermore. they had 30% less budget spending over the learning phase compared to the previous campaign.
To fully take benefit from the Facebook algorithm, it is suggested to have at least 50-100 conversions per advertisement placed per week. To accomplish this, it is suggested to have a sizable budget so that Facebook can effectively power the advertisements.
If it was desired to reach a USD 5 per lead conversion rate, there is a need to set the budget to a minimum of USD 35 – USD 50 per day. So if it was intended to create 3 advertisement sets, the campaign funding would amount to around USD 150 per day.
Try and pay a tangible amount for the advertisement campaign. That path is allowing having higher conversions and a better ROI.