In some ways, traditional advertising can become a little bit like throwing pasta on the wall and hoping it sticks. But with the advent of Facebook, any business large or small, can create an incredibly effective, pinpointed campaign that will translate into tangible sales results.
1. Mine the Demographics
Audience Insights allow you to see what type of internet users are involved with your business page. By putting your page name into the “people connected to” filter, you can see exactly what type of people already like your business. You could respond to the demographic information by targeting the people who have already shown interest in your page, or you could attempt to target new demographics.
2. Match the Landing Page to Your Ad
Make sure that when potential clients or customers click on your ads, the landing page they get transported to looks like whatever it is you’re promising on the ad. This will give you a higher ad relevance score, drive down your price per click, and increase the likelihood of closing a sale once people arrive at your site.
3. Test Your Ads
Like any good scientist, keep your elements under control and test one variable at a time. Then mix and match to create a superhero ad comprising all the winners: best title, best visual, best copy, and so on. Try running the ad in different locations to determine which one attracts the most clicks (right column, feed, and mobile).
4. Target New People
When setting up your ad, if your goal is to build awareness about your business with new clientele, you should consider excluding people who already like your page, which you can do under the connection options once you set up your ad. Otherwise, you’ll be wasting money on attracting people who already like your page.
5. Get Local
Facebook ads have become competitive, so if you want to save money on the bidding process, target specific geographic areas. Place ads in areas that make sense, and exclude others entirely or place ads in them seasonally.
Facebook ads are a super useful tool for delivering pinpointed marketing to potential new clients or customers. By doing demographic research, matching your landing page, testing your ads, targeting the right people, and getting localized, you can minimize your costs while maximizing your profits and deliver an effective Facebook ad campaign.