Facebook ads aren’t overrated. It’s because, with the proper ad strategy, you can positively impact your business.
The best marketers out there understand what Facebook marketing could do. In fact, most of them are successful with it, generating a high ROI.
That’s why, you must have a solid Facebook ad targeting strategy in place, which will eventually lead to more leads, clicks, and revenue for your business.
Here are some of the ways how you can effectively optimize your Facebook ad strategy:
Distinguish your ad objective
Having a powerful message is more than just having to present a product.
It establishes a connection with your prospects and shows them how your product will help solve their problems and make their lives easier, and more comfortable.
Increase conversions using Pixel
Facebook Pixel is a unique code that’s placed on the backend of your website. It tracks your site’s behavior so that you can actively target your prospects based on these behaviors.
Its main goal is to optimize your Facebook ads and audiences based on the users’ behavior and the data that’s gathered.
Pixel lets you do things like retargeting those who have abandoned their carts, those who have recently viewed your pricing page, subscribed to a webinar, and so on.
Utilize custom audiences for remarketing
Retargeting is another powerful Facebook ad targeting strategy that connects people who are already interested in your products and services.
With Facebook Custom Audiences, you have the option to show your ads to users who have previously viewed your site, people who have viewed sales pages, or users who have looked at specific products.
You even have the option to exclude users who have bought recently if you think that they’re unlikely going to buy something anytime soon.
Just note that before you could utilize Facebook Custom Audiences based on website visits, you might still have to install Facebook Pixel.
Use Detailed Targeting
Detailed Targeting is a recent feature of Facebook that allows you to select “must also match” interests instead of just a group of interests.
A couple of interests in various categories suggest that adding “must also match” interests eventually leads to a more engaged following, and significantly reduces click and conversion costs.
For instance, if you choose Instagram as Interest, and Social Media Marketing as a “must also match” interest, the results will significantly work better than picking just one interest.
Segment retargeting audiences
Instead of defining all the people who previously visited your website as a single audience, you can try segmenting them into various engagement categories. Doing so allows you to better align with your audience, as well as with your messaging.
Here are a couple of benefits:
- Significantly enhances audience engagement.
- Boost conversion for every audience.
- Create a long-term brand value. Plus, you wouldn’t overwhelm particular people with any irrelevant messaging.
Create separate campaigns for desktop and mobile
It makes sense to think that once you display a certain ad for desktop and mobile, the cost per click on every platform will be virtually the same, as with the campaigns that are shown in only a single platform. But it doesn’t quite work out that way.
The thing is, when you create a campaign for both platforms, the CPC goes down. Moreover, Facebook doesn’t equally divide the impressions per platform.
In a lot of cases, 95 percent of those ads will be shown on mobile. That’s precisely why there’s a need to come up with separate campaigns both for desktop and mobile.
Add some flair with your ads through UGC images
Start by leveraging on user-generated content, tapping on influencer content, and give your social media content a fresh, new look.
Because of the influx of digital influencers, it simply shows that social proof can be as equally as powerful because it showcases how your products look on a particular person.
Check ad relevance diagnostics
As of 2019, Facebook has now replaced its relevance score three, entirely new “ad relevance diagnostics”:
- Engagement rate ranking
- Conversion rate ranking
- Quality ranking
According to Facebook, people would want to see ads that are highly relevant to them. By showing these ads to relevant audiences, you’ll be able to get much better business outcomes. That’s why they want to ensure first that the ad is relevant before completely delivering it to the user.
The entire concept of Facebook ad targeting is that you have to get your ads in front of a particular audience that’s more likely to take any action based on the ad. That’s precise what relevance is.
Over to You
There you have it. By implementing these Facebook ad tips, the possibilities are endless. Regardless of how big is your business or how you run it, hopefully, these tips will give you a much-needed clarity on how to poise your campaign, to get more clicks at a much lesser cost.
About the Author:
Kevin Urrutia is the founder of Voy Media Marketing Agency NYC. Helps businesses maximize the benefits of Facebook Advertising, leading to a dramatic improvement in sales while pushing down costs. Voy Media thoroughly studies each client and comes up with tailor-fit solutions to bring about the best results.