Facebook Advertising is very flexible. If you know how to make the most of a platform with so many features and so many users, you can easily reach any audience.
Still, these options won’t help you much if you can’t do the basics. Even the best marketers will have trouble sometimes with the Facebook advertising platform, but don’t worry. Today, we’re going to go over our top seven tips and tricks for advertising on Facebook. This will help you optimize your campaigns, get better results, and get the most out of your return on investment (ROI).
How to Increase Your Facebook Advertising’s ROI
1) Make different versions of your ad copy.
No matter how good you are at writing copy, there will always be unknowns when making new Facebook ads, especially if you haven’t done a lot of A/B testing.
Now, you need to make more than one set of ad copies. Write some headlines and main text that go together well. Each ad should have a different main message, address a different problem, and be written in a different style and tone. Experiment structure: Have you tried short sentences, bullet points, or long paragraphs?
Facebook’s “Dynamic Creative” feature lets you give your ad up to five headlines, descriptions, and pictures. The feature then puts these CTAs together with different ones in different ways and figures out which one works best.
2) You can’t say enough about how powerful video is.
After it came out in 2018 that Facebook had inflated video metrics by a lot, many advertisers have been wondering if video is still a good way to market on the site. In short, yes, and it’s very big.
Videos give you a lot of freedom to be creative and have fun. No other medium gives you a better chance to tell a moving, interesting story. When they see more than two lines of ad copy, many clients will send a big “no.” But if you get their attention with an interesting video, you can get your message across perfectly and keep them interested until the end. Clients are happy to stop what they’re doing on social media to watch a 20-second video.
Use your videos to make a Facebook ad funnel. Run a campaign that attracts similar audiences or traffic that isn’t very popular. Build your video around your brand and tell a great story. Then, make an ad for people who watch your video for at least ten seconds. Show them an ad that might work. You can even offer something like a free consultation, ebook, or course.
3) Use high-value customers to create a group of people who are like them.
Some customers are more valuable to a business than others, either because they are loyal or because they spend a lot of money. With this information, you can create a custom audience of only the most valuable customers for your Facebook advertising. This will help you connect with smaller groups of people who are most like your best customers. This is a great way to get more customers who are worth a lot to you.
Depending on how your high-value audience uses Facebook and other sites, it might be smart to update their information. If you don’t, you might not reach the users who are the best fit for your ad.
4) Keep the correlation high and the frequency low.
Too many advertisers don’t pay enough attention to the Frequency Score and the Relevance Score for their Facebook ads.
Frequency is simply the average number of times a user sees the same version of your ad. The most you should do is three times a week. If it gets any higher, it will hurt your advertising campaigns. Think about it this way: if a user sees the same ad ten times and still doesn’t convert, it’s unlikely that they will.
To keep your frequency low, you want to have a big enough audience that your ad keeps going to new people at a steady rate. If you spend more on ads, keep an eye on how that might affect your frequency score.
What about metrics of correlation? Instead, this score should be the best you can get. Facebook uses a scale from one to ten to figure out how relevant your ad is to your audience. Your score will go up if you do things like like, view, comment, click, and share. Your score will go down if people do things to avoid seeing your ad, like taking steps to hide it.
At least an 8 on how relevant your ad is would be great. The more momentum you have in Facebook’s algorithm, the higher your score. This can even cause your CPC to go down in the long run.
5) Always put mobile content first.
Google gives mobile-friendly content more weight, and you should do the same with your Facebook ads.
Content targeting desktop doesn’t always translate well to mobile — but it doesn’t. In other words, remember that content made for mobile devices usually works well on desktop. So make sure your ads are mobile-friendly. That way, you’ll be more likely to reach the people you want to reach.
Make sure your ads follow the best practices for mobile. This means that the video is in the vertical position, making it easy for mobile users to go full screen without having to turn their phone. Small things like these can set you apart from your competitors in a big way.
6) Know Who You’re Writing For Before You Start Targeting
Facebook is well-known for its many options for targeting. If you put a few marketers in charge of all of these choices, they would be like kids in a candy store. You have to use this energy in a subtle way.
Having an audience that is too small can hurt your business. You risk increasing your frequency score, which, as we saw in Proposal Two, isn’t the best thing to do. This is a pretty boring thing to do. Before you can set targeting criteria, you need to know who you’re writing for. Don’t let the number of options you have get in the way of the most important things. You might accidentally send your CPC through the roof.
AdTargeting, a Facebook ad targeting tool I use often, helps me target my audience quickly and accurately in this way. This has also made a big difference in my advertising return on investment.
7) Set a bid cap
Facebook lets you set a bid cap if you don’t have a lot of money. This strategy lets you pay the lowest possible price per ad slot to stretch your budget and make sure you don’t spend a dime more than you can afford. You can test the lowest price in a few days, see what kind of results you get in an auction, and then use those results to set a whole new standard.
Are your Facebook advertising working as well as they can?
Digital marketing campaigns can be overwhelming, but if you use any (or all) of our seven tips and tricks for advertising on Facebook, you’ll be able to use the platform like a pro. If you need more help, using some Facebook Ads tools can be a great way to cut costs, improve efficiency, and increase the return on investment (ROI) of your Facebook Ads.