You’re ready to start growing your business and increase your sales conversions. Facebook ads are a valuable tool in your marketing tool belt for your growth strategy. However, care must be taken to set goals and plan your spending effectively out the gate to fully optimize your investment. It’s a common mistake that people make to just throw money at Facebook ads hoping that Facebook will take care of the heavy lifting, when there really is a science behind effective spending.
The first thing you need to do before even setting up your ads is decide what you want to achieve from your ad campaign. Here are some examples:
- Clicks to Website – Pay each time someone clicks your ad and visits your website.
- Website Conversions – Pay for each conversion on your website.
- Page Post Engagement – Pay for the engagement your post gets such as likes, comments, and shares.
- Page Likes – Pay to increase the amount of Likes your page has.
- App Installs – Pay for each installation of your desktop or mobile app.
- App Engagement – Pay when users interact with a specific part of your app.
- Offer Claims – Pay to promote a discount or deal for your store.
Facebook calls these “Objectives”, and uses them to optimize your ad experience. Creating the right advertising objective (what you want to achieve with your Facebook ads) will be key to your success with Facebook ads.
Regardless of the ad objective you choose, you’ll still pay for any Likes, Shares, Comments, and any other kind of engagement your ads receives. However, and this is key, Facebook will optimize your ad and show it to users who are more likely to perform the action you desire, depending on the objective you select for your ad.
Once you have decided on your Objectives, it is time to set up your Facebook Ads. There are two kinds of ads, Mobile ads and Desktop ads.
- Mobile ads show in the news feed of mobile users. They tend have a higher clickthrough rate than desktop ads (note: you need to ensure your website is mobile optimized.)
- Desktop ads have two different placement options. The first is the sidebar. The sidebar allows you to display an ad without being required to have a Facebook page. The other placement option is in the news feed.
Mobile ads tend to have a higher overall engagement with more likes and shares and higher click ratios. Mobile ads also make it much easier to directly target someone with an ad. However, if you are looking for a broader reach you cannot discount the value of Desktop ads.
There is no “better” here. It is important to A/B test both options within your Facebook marketing strategy to learn what works best for you.
Let’s now take a look at some of the ad options available to you:
Page Post Ads
These ads require a Facebook page to create. They function essentially like photo or link posts you create — like a status update for your Facebook page.
These ads allow you to advertise multiple products within one ad. This would be useful if you wanted to show off your catalogue or display different variations of your product.
Page Post Video Ads
Video ads autoplay muted until the Facebook user taps the video to un-mute the audio.
Dynamic Product Ads
Facebook dynamic ads helps you promote relevant products to shoppers browsing your product catalog on your website or mobile app. This is the best way to target different demographics based on their browsing history. You can also create a profile of the type of person you want to target with a certain ad.
If you are a Shopify merchant, you have the option to use Facebook’s call-to-action button on these ads. The button allows consumers to easily purchase items they see on their News Feed or Pages without leaving Facebook. Here are some great benefits to dynamic ads:
- Scale: Promote all of your products with unique creative without having to configure each individual ad
- Always-on: Set up your campaigns once and continually reach people with the right product at the right time
- Cross-device: Reach people with ads on any device they use, regardless of their original touchpoint for your business
- Highly relevant: Show people ads for products they are interested in, in order to increase their likelihood to purchase
Retargeting ads (remarketing from your website)
Remarketing is a powerful tool to create more conversions from visitors to your website through a Facebook ad. Here is how it works.
First you must create a Facebook pixel for your website. The pixel will be placed across your whole website and will report conversions, build audiences and get rich insights about how people use your website.
Once you install the pixel, you create custom audiences tracked from your website based on YOUR website traffic. You then create a Facebook ad, targeted at your website traffic to any specific product or page. Here’s how it plays out:
Jane visits your website and looks at one of your products. She places it in her cart but does not purchase. Your Facebook pixel will track this information. The next time Jane is scrolling her news feed, she will see your custom ad with a Buy button which reminds her to finalize her purchase.
A useful thing to note here is that you can measure the number of conversions your ads generate to calculate your return on ad spend.
Facebook ads are a great way to drive traffic to your website, engage your target audience and create sales conversions IF thoughtfully integrated into your overall marketing strategy. Do research, set goals and know your target audience to achieve this evident return on investment.
If you have any questions about how to set up your FB ads please drop us a line at firstname.lastname@example.org.