When it comes to creating the perfect Facebook Ads for your business, what factors should you consider?
Here are some Facebook advertising tips to help you get the most bang for your buck in 2019. You can get more clicks, more targeted customers, and more sales.
Facebook Ad Tricks
In 2018, many businesses are turning to Facebook ads as a way to boost the performance of their content:
- 94% of businesses have invested in advertising on Facebook; and
- 67% of businesses intend to increase their social media advertising budget in 2018.
Facebook adverts are a fantastic way for online shop owners to get their products in front of a bigger audience.
1. Create an Immersive Experience with Facebook Canvas Ads
Use A Multi-Product Carousel
Facebook now allows you to choose a multi-product carousel advert. There are tons of reasons why this particular advert type increases click-through-rate and decreases your costs.
First of all, it’s intriguing and interactive. Customers want to scroll through and see more products. Our natural intrigue leads us to click and play with it. That draws more people to your brand, and engages them.
Secondly, you show a group of products that work together. Use this option to tell a story, or explain how multiple products interact.
Carousel ads give advertisers the ability to display up to 10 images or videos—with 10 different custom CTAs—in one ad, and link to different landing pages from each panel of the Carousel. They’re effective on both desktop and mobile, and are available for most Facebook ad objectives.
Use A Video Advert
Facebook’s algorithm actively prioritizes video content. By using a video, your advert is much more likely to find its way onto people’s feed. Not only that, but it’s more engaging as a format. Statistics show that more than half of daily Facebook users watch videos on the platform every single day.
Your customers are much more likely to stop and watch a video, as it instantly starts playing when they scroll over it.
You can also use it to show your products in action. For example, Asos do this to show off their range of clothes. If you own a fashion store, you can do a similar thing yourself. When creating your advert, choose the video format.
2. Use Facebook ‘Offers’
Everyone loves a sale, and your customers are much more likely to click when you offer a discount.
The best thing about this advert is that your potential customers don’t even need to leave Facebook to redeem it. There’s less friction, and it closes the gap between a sale. Clicking the ad gives them a unique code, that they can use on your website.
This particular method also uses ‘social proof’, by showing others that ‘14,991’ people have already claimed it. All in all, this is a brilliant way to entice new and existing customers to your website.
3. ‘Boost’ An Existing Popular Post
Sometimes, we’re wary of launching an advert, because we just never know how well it will react. Will anyone click through? Will it be a waste of money? That’s why boosting an existing post is a great idea. You can pick a post that has already generated tons of shares, click-throughs, and interactions. In other words, you know it works. Now, simply boost it to reach thousands of new people.
You can choose to promote it to people who already like your page, or reach out to new people. (I’ll show you some more targeting tricks further down). The beauty of a boosted post is that you already know it produces results. Boost it, and you’re almost guaranteed more sales and attention.
4. Think about who you’re targeting
When it comes to targeting and reaching your audience with a super-relevant message, you need to understand:
One of the best places to look to learn more about your audience is Facebook’s Audience Insights.
- What platforms your audiences use?
- What types of language they use and how do they communicate?
- What types of content they engage with most often?
- More often than not, you can find the answers to these questions through data and research.
To check the Audience Insights for your own Page head to: https://www.facebook.com/ads/audience-insights/ and choose the “People connected to your Page” option:
You can use these newfound learnings about your audience to create even more targeted ads and craft messages that you know will connect with your prospective customers.
5. Think long-term
The important thing with Facebook (or any kind of advertising or marketing) is to have a long-term strategy behind your actions.
Let’s say you create an ad set targeting engagement. Awesome! But what’s the long-term plan here? How will you turn this initial engagement into something more tangible for your business?
Using the Facebook pixel, you could then create a custom audience for people that have watched more than 10 percent of the video. Then, you could run an ad towards those people for a class schedule that’s hosted on your website or a trial of your exercise program. So even engagement campaigns can fit into your long-term strategy.
Here’s a simplified look at that campaign might look:
- Ad Set 1: A video ad showing a simple home workout for people in our audience who are interested in fitness
- Ad Set 2: A carousel ad looking to drive clicks to our website and increase brand awareness amongst people who watched 10 percent of the video in Ad Set 1
- Ad Set 3: A conversion focused ad aiming to get people who clicked the link in the previous ad to become customers of our fitness company
You should also consider your customer lifetime value (LTV) before jumping into ads. LTV is the amount of revenue you generate from your average customer in their lifespan with your company.
If you’re selling subscriptions to an online tool at $30 per month and your average customer stays for 12 months your LTV would be $360.
A general rule is that you should aim to acquire customers for no more than one-third of your LTV. So with an LTV of $360, you might want to set your customer acquisition budget at $120 per new customer.
6. Create A Custom Call-To-Action
If you ask me, this is one of Facebook’s best new features. Rather than using the simple box format, Facebook now let you create a personal call-to-action. It’s still hugely underused by brands and ecommerce sellers. Yet, it will drastically increase your click-through-rate.
When setting up your advert, head to the ‘text and links’ section. It will allow you to choose from a few drop down options, like ‘shop now’, ‘learn more’, ‘sign up’ etc. You can also enter your own custom call-to-action. This will actively drive your customers to click, and boost your potential sales.
Facebook has the unique ability to offer niche advertising. It records the demographic and location data of most of its users. It also collects their interests, hobbies, and jobs. All of which are super useful for ecommerce owners. However, there are some even more powerful ways to target your adverts. Here are a few simple ideas.
Target Your Email Subscribers
Again, this uses the same method above. Only this time, your target audience is even more closely connected to you. They’ve signed up to your email list, meaning they’re already very interested in your products. A few careful Facebook adverts will boost your brand awareness even further, and convince them to buy.
Target People In The Process Of Buying Something
Facebook have recently launched a new section of their targeting algorithm. It’s called ‘behaviours’, circled below.
By heading to ‘purchasing behaviour’ on the drop down, you can choose to target people who are in the process of buying a particular product. Let’s say you’ve been browsing websites looking to buy a new games console. Using cookies on your browser, Facebook knows when you’ve been looking for a new console, so it starts serving ads to you tailored to gaming. You’ve probably experienced this yourself.
As an e commerce seller, you can flip the tables. Now you can target people who are in the process of buying a console. Perfect if you sell games or accessories. You can do this for just about anything: jewellery, fashion, sunglasses etc.
Target People Based On Their Income (Or Above-Average Online Spenders)
If you stock expensive products, your advertising is generally wasted on a broke student! Let’s say you sell luxury bath soaps at $100 a soap bar, or premium sunglasses at $500 a pair. You’ve clearly got a specific, high-end market in mind. I’ve never seen a broke student drop $100 on a bar of soap, so you’re just throwing advertising money into the air if you promote your product to this wide audience.
By targeting people with only a high net worth or high average income, you’re more likely to hit your target audience.
Facebook also categorize those who spend more than average online. Naturally, these Facebook users are happy to get their credit cards out, and love a little online shopping! These are the perfect users to target, especially when narrowed down with interests and demographics.
Target Parents By The Age Of Their Children
Or Target Expectant Mothers
This one is great for anyone selling baby products, children’s clothes, or products for parents. But, obviously, there’s a huge age gap for parents with children. Targeting ‘parents’ could mean those with a teenager. Pretty pointless if you sell baby accessories. So Facebook break it down into the age of the parent’s children.
There’s also a great category just below this for ‘expectant mothers’. This is a huge market to tap if you sell baby clothes, and Facebook lets you promote directly to all the pregnant mums around the world!
Target Someone In A Long-Term Relationship
Couples who are half-the-world away from each other love to send gifts. You can help them out, by targeting them directly. Facebook uses its various analytics to identify couples that are in long-distance relationships.
As you can see in the image, you can also target people if they’ve got an anniversary coming up. Those people are invariably looking for a gift in the near future. You can also target friends of those with a new job or friends of a recently engaged couple. These are people that are likely to be looking to buy something.
14. Use A White Background
Advertising experts have done thousands of tests, and concluded that white backgrounds drive more click-throughs. Why? Because, in general, it draws the eye. Web designers regularly use white space to make the main object stand out more.
In this image, see how the orange pops out of the screen. It’s boosted by the white screen behind it. The customer’s eye is automatically drawn towards it, and they’re much more likely to click on the link. Try it yourself with your own adverts.
15. Use The Rule Of Thirds
The rule of thirds is a design principle that helps create a sense of balance in an image. Implementing this principle is easy; divide your image into 9 equally sized boxes by drawing two lines horizontally and two vertically. Placing the main subject of your ad in the cross sections of the drawn lines gives a balanced feeling. Here’s an ad that implemented this rule:
Rule of Thirds
These guys get it absolutely right here. The bright colors pop out, while there’s a sense of uniformity and balance – all thanks to the handy dandy “rule of thirds.” Notice how intentional the proportions of the objects are; two-third of the ad will be the shoes (primary object) while the final one-third will be the brand (secondary object). This provides a visual hierarchy, where you’re first drawn to their beautiful mocs, then you’re introduced to the brand. They also give the product and the logo a ton of breathing space, giving it a sleek and well-balanced touch. Read more about design principles of Facebook Ads.
16. Always Put Your Product In The Right Hand
This trick might seem strange, but statistics show that products sell better when advertised in a person’s right hand. Crazy! But, true. This is all based on age-old marketing knowledge. In a shop, for example, items you buy regularly are placed on the righthand side as you move down.
Coke right hand
You can use this same trick online. Our eyes are immediately drawn to the right hand. For most of us, it’s more natural.
You can use all sorts of jedi mind-tricks when using online marketing and advertising.
BONUS TRICK! 17. Use An Exact Figure For Pricing
Your mind processes a simple figure much faster than one with pennies. So, instead of promoting a pair of sunglasses at $14.95, promote them at $15. Don’t be afraid to round up or down in the pursuit of a better click-through rate.
Using these tricks, you can drive a lot more sales in both the short term, and the long term.