Let’s face it, using a paid advertising option on Facebook will utilise valuable marketing budget – so if you’re doing it, you may as well be doing it well. Thankfully, there are multiple ways to optimise your Facebook adverts – which can help you create hyper-targeted campaigns to bring you loads of clicks and more importantly, conversions.

Here are a few simple tips and tricks to optimise your Facebook advertising strategy:

Ensure you’re choosing the right target audience

Your Facebook ads are only as effective as how well you define your target market. While you probably know your audience’s pain points, wants, needs and desires – Facebook segments by your audience’s demographics, so you’ll need to get a grip on them.

Demographics are data points like gender, age, location, and interests. Facebook once carried out a client case study, which revealed that those who targeted their ads enjoyed 3x the return on investment of those who didn’t.

Think carefully about your audience’s demographics. The more you pin down the finer details, the more likely you are to create an ad which clicks with the right users.

Test different types of Facebook ads

Reminder: It’s 2018! Social media has developed by leaps and bounds in recent years, and in many ways, Facebook is leading the way. Their advertising platform gives sheer variety in terms of ad types – so you’re not just limited to using a single image for your campaigns.

The key here is testing. Experiment, experiment and experiment more with different types of ads and see which one rewards you with the most conversions – whether that’s carousels, videos, lead ads, canvas ads or product catalogue ads.

Start utilising the power of Facebook retargeting

Nervous about investing in Facebook ads and not sure if you’ll make money back in conversions? The safest bet is to use your Facebook advertising strategy on existing leads – people who have already signalled an interest in your business.

This method is called Facebook retargeting and allows you to target ads at customers who have interacted with you or your brand before, based on a Custom Audience setting. This could include people who have been on your website, people who have purchased in the past, people who are on your email list, or lookalike audiences.

Make sure your Facebook ads are budget-friendly

Facebook is well known for having a good cost-per-click when it comes to ad spend, as well as for allowing brands to define their advertising budgets strictly. However, once you enter the realm of poorly targeted campaigns which haven’t been tested and aren’t checked regularly, it can become pricey pretty quickly.

Never invest a significant amount of money into a Facebook campaign without running a test campaign first. You can easily use Facebook’s split testing system to see which idea, audience and ad type have the most potential. Consider setting up a few ads and testing them, varying the following aspects:

  • Ad types
  • Images
  • Copy
  • Call-to-action
  • Audience
  • Offers, incentives, and lead magnets

No matter what industry you’re in, if you’re making use of the brilliant advertising opportunities Facebook has on offer, it’s important to consider your audience, ad types, and remember to test your ideas before executing them.

3twelve is a marketing consultancy with years of experience in social media marketing and paid advertising campaigns. If you’re unsure on how to set yours up, we’d love to help you out. Get in touch with us here.

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