Last week I discussed the different types of Facebook ads available. Today, I’m going to cover how you choose among the options.
- What are your goals?
Like with any ad campaign, before you begin you must first establish goals or what it is you want to achieve with your campaign. Goals can be to drive leads to your website, increase store visits, or encourage attendance at an event, etc. Know your goals and then build your ad campaign around them.
- Which ad type(s) are relevant to your goals?
Now that you know your goals, take a look at the list I published last week. Which ones are relevant to your goals? You can see how this narrows things down for you, making your work easier and far more targeted. Another thing you’ll quickly notice is that more than one ad type will apply. Great! Make use of all of them! This is a great opportunity to gain some valuable analytics, testing one Facebook ad type against another to see which one(s) work best for your needs.
- Whom are your talking to?
You must know who your target audience is and then speak to them directly. Create compelling ad copy that addresses their needs, concerns, interests, etc.
- What is your call-to-action?
Facebook can help here. They supply you with different calls-to-action you can use on your ads. This is another opportunity to test different calls-to-action to see which works best for your prospect.
- What does your ad need to look like?
Facebook’s Ads Manager tool can help you with this one too by offering an array of options for your ad design. Not only can you choose between image, video, photo grid, and carousel layouts, but you can also customize your ads for mobile and desktop audiences. And, make sure you vary your design. Don’t use the same template for every ad.
- Test, analyze, and repeat.
The real beauty of digital advertising is that it makes testing, analyzing, and optimizing future ad campaigns relatively easy. If you want a high ROI, you must study your data analytics over time and make the proper adjustments.
Armed with these six tips, you should be in a strong position to begin your Facebook advertising. Remember that successful advertising is all about proper layering. You need to get your message out on several different platforms. If you’re not currently advertising on Facebook, I encourage you to give it a try.