Whether you run a not-for-profit organisation, an accountancy firm, or a nightclub, there IS a correct way to advertise your business on Facebook. Here at OggaDoon, we specialise in making your life easier by taking the pressure off your business, creating outstanding marketing campaigns that work. If you fancy a chat about how we can help, get in touch!
For now, here’s a list of our top dos and don’ts of Facebook Advertising:
- Don’t overcrowd your ad sets with multiple ads
The key to Facebook Ads, and all ads in general, is connecting your advert with the right people. To achieve this, Facebook has extensive demographic targeting options under the ‘ad set’ section such as location, interests, age etc.
Make sure you’re not overcrowding an ad set with multiple ads. Slight changes in adverts will mean they’re slightly more appealing to different demographics, so don’t waste the opportunity to create multiple ad sets with only one or two ads and tweaked targeting.
- Don’t confuse daily budget with lifetime budget
Hiding behind the blue button is this sneaky setting. Setting a daily budget vs a lifetime budget is a very different ball game and it’s important you don’t confuse the two.
If you set a daily budget as opposed to a lifetime budget your campaign can end up spending twice, triple, or even quadruple your intended budget – so know the difference and use accordingly.
- Don’t replicate the same ad format
Habits are easy to make and difficult to break. This is certainly the case for Facebook advertising. Once you’ve found a format that converts it’s easy to stick with it, but marketing is all about piquing the attention of your audience and change is synonymous with results. Use a variety of media and ad formats.
- Don’t use the wrong ad format
Having said that… It’s also important to use a suitable ad format. Facebook offers a wide range of options including a canvas, an instant experience, a carousel, and more traditional photo and video media options. It’s important to use them correctly – carousels are great for ecommerce while an instant experience is better for an event. Don’t mix them up!
- Don’t oversell
Facebook ads need to be organic; a big turn off for digital customers is adverts that look like spam. ‘90% SALE ON NOW!!! BUY BUY BUY’ won’t work. Aim for natural looking content with gentle but persuasive CTAs.
- Set the correct campaign objective
The first thing to do when you create a campaign is to choose a campaign objective. This is important as different objectives will give you different setting options. Is your ad designed for clicks or brand awareness? More impressions or more conversions? It’s not rocket science, optimise your app for the correct goal and it will perform the way you intended it to!
- Use the correct graphic size for placements
In case you didn’t realise, Facebook owns Instagram and WhatsApp. All Instagram advertising is done through the Facebook ads platform, meaning it’s important to consider how your ad will look on this different platform. Whether it is in Instagram’s feed or stories, remember to adjust your graphics for each placement.
- Adjust how you get charged according to overall objective
After considering the purpose of your ad and selecting the correct campaign objective, there’s an opportunity to save yourself a few pennies!
By selecting how you are charged, you can optimise your budget for your outcome. If you think your ad is going to be seen by many people but few will click through to your landing page then optimise for CPC billing, whereas if every person who sees the ad is likely to click on it then optimise for impressions.
One of the most effective ways to market on Facebook is through retargeting. Retargeting can boost ad response up to 400%so it’s worth spending time and money doing it. For Facebook ads, you can retarget through uploaded contacts from platforms such as MailChimp, or through a website pixel. Either method is effective and worthwhile, so create a specific ad set and retarget!
The biggest Do of them all is to make sure you’re optimising your adverts. Don’t create your campaign and then just let it sit there. It’s essential that you check up on how it’s performing every day or two to see if there are any weaknesses. A campaign can be altered and changed throughout its lifetime so use that to your advantage – if something isn’t working then remove it, if something can be improved, do it!
Facebook advertising can be confusing and complicated. If you need a hand, you know where to find us…