To advertise your business successfully on Facebook, you need to understand Facebook’s distinctive opportunities, and how it contrasts from other marketing channels. Within this guide, we highlight the fundamental aspects of Facebook mobile advertising, explaining the process from start-to-finish and providing tools to scale your marketing activities towards sustainable and cost-effective ad campaigns.
More and more businesses are moving their budgets away from conventional marketing channels and moving it towards their social spending. According to eMarketer, Facebook’s social platform captures the highest market share in mobile ad spend with 37%. Why is this the case?
It’s simple: Facebook Advertising works.
But putting together a Facebook campaign is no small task if you’re attempting to maximise your ads’ ROI and scale operations. When attempting to get potential customers to your business’s website, every user – and every dollar – counts.
The upside is clear — Facebook is a platform you should explore if you want to grow customer acquisition. But if this is your first step into paid acquisition or Facebook ads in general, it can be overwhelming to set it all up.
But worry not — this comprehensive guide will walk you through everything you need to know about the Facebook campaign creation process from start to execution.
Finding your uniqueness
So here’s something you probably already know from browsing through your Facebook Newsfeed: Most users only spend one second on an ad before moving on. This is an short window of time to get their attention, show value, and get them to take action.
The best way to grab the attention of potential customers is with a clear message. The visuals should depict what the potential consumers will get from your business offering. If your business is a hair salon, your ad better show off aesthetically-pleasing hairstyles. This seems like common sense, but you’d be surprised how an ad transforms when people brainstorm visuals — a smiling guy, various tag lines, the presence of a smartphone etc. These visuals may be valid in the right context, but when put together, add too much noise that confuses your message.
The Facebook Ad to your left is cluttered with too many tag lines, while the Ad to your right shows value and prompts users action.
So how do you attain clarity? You identify your unique selling point, or USP. This is something you offer that your competitors don’t, or something your competitors could do better It’s what sets you apart in the marketplace, but also the core of your app’s experience.
In our Rocketfuel Workshops, I help entrepreneur’s determine the USP of their business’s offering by implementing the following 5-step process:
- List the features and benefits that are unique about your product or service. Do a Google search and assess your features and benefits with your direct competitors. Identify the benefits that set you apart.
- Decide what emotional need is specifically being met by your product or service. Think about this from your customer’s viewpoint and add it to your list.
- Identify aspects of your product or service that your competitors cannot imitate. Make a note of anything that cannot be easily duplicated, reproduced, or copied.
- Produce phrases about your unique product or service that are short, clear, and concise. Use the words from steps 1-3 that you singled out. Make sure they can be easily communicated to and understood by your customers.
- Answering your customer’s primary query: “What’s in it for me?” Get to the point and state it as a benefit to the customer.
Making your first campaign
Facebook offers their free Power Editor to create campaigns. If you followed the 5-step USP process presented earlier, I recommend using Power Editor for your first campaign as it allows you to attach an image that emphasizes your USP and include all relevant targeting information. Simply put, it sets up your campaign’s structure for you.
But don’t go attaching that image just yet!
Ensure that the creative image that you’re using is both relevant and engaging. If you just want to surprise or humor your target audience, a Meme image might get a few clicks, but not many people will convert.
Long story short, avoid clickbait. Best case, potential customers will visit your website and then quickly leave when they realise it has nothing to do with the ad they just clicked. Worst case scenario, you’ll upset potential costumers and damage your brand’s reputation, probably leading to a few bad reviews across your business’s Facebook page.
When you consider that 60.3% of all mobile sharing is done on Facebook, you have to ensure that your business is part of that number the right way!
Remember the objective of Facebook campaigns: You want conversions, not just clicks. You want good customers. The ones who were meant for your business offering the moment they logged on to Facebook. The ones who will buy your product/service and be a loyal advocate of your brand.
When making your first Facebook campaign, here are a few things to consider:
- The 20% Rule – When you’re creating your design brief, keep one big thing in mind — your creative can be at most 20% text. Covering it with written copy won’t pass approval.
- Size up your creative – Before you or your designer get cranking on designing an image, make sure it’s the right resolution. If you need a visual reference, the Facebook Ads Guide displays each ad type.
- Make your campaign in Power Editor – The whole campaign process within Facebook’s Power Editor is straightforward with various editing options. Furthermore, Facebook provides a video tutorial to create ads on Power Editor.
One last thing before creating your ad: creative is a lot more important than copy. According to Elias Sandler, CPO and Founder of Adquant, Ad Click is 90% determined by creative and only 10% by copy. Simply put: potential customers on Facebook want to see, not read. Adjust your ads accordingly.
Optimising your campaigns
So you’ve researched your consumer, thought of ways your business stands out, and made your first campaign. Now you need to look at campaign optimisation
If you just leave your ads to run on a platform as fluid and agile as Facebook, you’ll soon see your once-awesome campaign’s budget dissolve with little growth to show for it. Don’t underestimate the importance of regularly optimising your ads.
Once you have an audience built up on your company’s Facebook page, or you have an email list to pull from, you can start applying Lookalike Audiences. Facebook will automatically determine who your top audience is based on your set metrics, and then find people similar to them to target with your ads.
To leverage Lookalike Audiences, you firstly need to build a Custom Audience with all your existing users. From Custom Audiences, you can find hundreds of thousands of potential customers who have never engaged with you but have a high likelihood of wanting your business’s offering.
This may sound like a bit of work, but it is worth it when you realise that advertisers can lower the cost to acquire new customers by 73% by organising Custom Audiences.
Target optimisation is a great way to save valued budget dollars, while also taking the time to test and evaluate your ads. Explore the full list of targeting options when building a campaign for your business, as there are a number of Facebook-specific techniques you can leverage.
Your customers are waiting…
So you’re now ready to conceive and execute your own Facebook ad campaigns. Use this guide as a framework for all your future campaigns to make sure that you find new customers and keep people engaged with your business.
Identify your business’s unique selling point. Create campaigns people want to see. Optimise your ads to target potential customers.
Many businesses are running into Facebook without a map, so use this guide to your advantage and secure effective ad placement in a cost-efficient manner.
Do you have any tips and resources for Facebook Marketing? We’d love to hear about them.