5 Ways to Improve Your Facebook Advertising

By on September 15, 2017

Social media marketing is one of the best ways of advertising your business. Facebook has easily become the best way for businesses to reach their target audience and gain more interest in their brand or products.

Running a successful Facebook ad campaign can be difficult, especially with the many options and metrics to for you to learn about. Successful Facebook advertising is all about understanding the platform and features you have at your disposal.

Read on to learn five ways in which you can improve your Facebook advertising.

Use CTR to Measure Ad Performance

Click-through rate (CTR) is a useful way of measuring your ad appeal and improving your Facebook advertising strategy. CTR is the ratio of people who click on an ad link versus the total users who view the ad. It is a popular metric used by online advertisers as it can reveal how interested users are in your ad. A high CTR is seen favorably because it produces more traffic which leads to conversions. A low CTR can sometimes be a cause for concern; however, there are many reasons why your ad may have a low CTR:

  • Poor Ad: you may be targeting the right audience but if your ad is bad (e.g. poor quality imagery, not engaging, does not call to action, etc.) people will not pay attention to it.
  • Wrong Targeting: you may produce a great ad but still have a low CTR because it is not reaching the right audience.

If your ad has a low CTR, make sure you examine those two elements, but keep in mind that low CTR’s can be due to many reasons. CTR can simply decrease the longer your ad is up because users are unlikely to click on an ad multiple times, so do not focus solely on this metric. However, it is a useful way of gaining a general idea of how well your ad is performing.

Audience Insights

Facebook Audience Insights allows you to gather details about your target audience (e.g. age range, occupation, interests, etc.). This can help you learn how to target your ads to wider user groups. For example, if you are promoting a new kitchen appliance from your company, you can gain insight from the users who already like your page. You may find that your users are generally employed as chefs and majority of them own households. You can then target your ad to reach this particular audience, instead of taking a shot in the dark.

Often, audience insights take some trial and error before you find a good target audience. However, this extra information on your users helps to save a lot of time and money, which means you can spend more time focusing on the quality of your ad.

Draw Attention with Imagery

No matter how good your Facebook ad copy is, you will not be able to gain the full attention of your target audience without the use of striking imagery. A successful Facebook campaign always makes use of powerful imagery to capture their audience.  Visual content is far more effective than textual content, so it is important that you give the same amount of importance to the imagery that accompanies your ad.

You may find that using images of your business or products will not be enough the capture your audience’s attention. Relevant images can improve your Facebook campaign and appeal to your target audience, so that you draw in a greater amount of interest for your ad.

Boosted Posts

Boosting posts is often debated in social media marketing. On one hand, it is an easy and accessible option to help you drive traffic to your website. On the other, it is often decided against because it allows you less control over who sees your ad and how much you pay for it. Boosting posts is still a good option for small businesses as it can be less costly.

When boosting a post make sure your Facebook advertising goals are clear. You can choose to boost the post to people who already like your page, or to a specific target audience. Often it can be more worthwhile to boost posts to specific audiences as you are more likely to receive new interest in your ad. Be sure to choose demographics and interests target exactly who you are trying to reach.

Establishing a Budget

Facebook advertising can be pricey so it is important to establish a budget and track how well your ads are going so that you know what is worth investing more money into. Cost Per Impressions (CPM) can be a good way of analyzing if you are running a successful Facebook campaign. CPM automatically shows your ad to users who are more likely to take the action that you want.

If your ad is not producing the results you expected, look at your CPM before changing your ad or deciding or Facebook advertising strategy.

About Michael Bird

Mike is a Co-Founder of digital marketing agency, Social Garden. Social Garden specialize in data-driven lead generation and marketing automation to grow companies’ revenue in different verticals in Australia.

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