If you are looking to make your Facebook ad campaigns more cost-effective? Or seeking strategies to help you create Facebook ads that garner the best results? This article will highlight four easy ways you can improve your ad campaigns today, and reap the rewards.
1. Build Your Email List with Free Content
It’s easy to neglect the importance of building your email list when you have all of Facebook’s ad targeting tools. However, emails lists are still a very important part of your marketing strategy. Building an email list can allow you to do the following:
Create a Custom Audience in Facebook
Upload your email list to Facebook, and it will match the contacts on your list with correct Facebook users. Facebook will then allow you to save that custom audience and serve ads to the users. This is one of the best targeting options available, as it enables you to reconnect with and advertise to an audience which has already interacted with your business or expressed interest in your product.
Encourage Customers to Buy More Products
Aside from uploading your email list to create a Custom Audience, you should also use that list to encourage customers to buy further products from you. You may have noticed this is exactly what Amazon does. After purchasing a product, Amazon will send you an email of featuring products that you might be interested in or other products that complement the item you purchased.
Drive More Traffic to Your Website
Utilise your email list to drive more traffic to your website. If you have a blog, you can create a weekly or bi-weekly newsletter that you can send out to your email list. In fact, this form of email marketing is the main strategy for many marketers to help drive customers to their website. According to Unbounce, email marketing generates 80-90% of their landing page traffic.
If you are struggling to build your email list, try offering free content such as guides, ebooks, or access to exclusive blog posts. Offering free content will develop trust and brand awareness while encouraging customers to give you their contact information.
2. A/B Test Ads and Review Breakdowns
Of course, you only want to be spending advertising money on the best ads that produce results, and not waste money on ads that are not performing well. So to help find out which type of ads perform better, split test your adverts. For example, A/B test ads to see which photos, ad copies, CTAs, social platform, and format perform the best.
However, after the split testing phase, you will need to review your performance data. Facebook offers free insights on all of your ads, which you can take full advantage. We advise to run your ads for a few weeks and then review your breakdowns each time to see which ads performed better.
3. Offer Deals
Statistics have shown that 93% of customers have used a discount code or coupon over the past year. Most customers are more likely to purchase when a deal is offered, whether this deal is a discount, free shipping, or buy-one-get-one-free offer. Therefore to encourage customers to make an initial purchase of your service or product, try offering them a deal.
There are multiple ways you can utilise offer deals on Facebook. You could, for example, create an Offers ad or a clicks-to-website ad that directs your customers to your product catalogue containing specific discounted products.
4. Refine Your Facebook Ad Targeting
The simple reason some advertisers think Facebook ads don’t work for them is that they don’t understand and implement the ad targeting options properly. This is because most of them use the most popular, ineffective, and most competitive targeting options. Therefore they are squandering their budgets on the wrong audience and not reaching a larger, more relevant audience likely to convert. This is why it’s imperative that you refine your Facebook ad targeting.
Refining your ad targeting can be accomplished by narrowing down your target audience by demographics, connections, interest, Custom Audience, and even behaviours:
Demographics: age, gender, interest, and language, etc.
Connections: individuals who liked a brand’s Facebook page or app and the friends of those high-interest individuals
Interest: individuals who are interested in a brand (or likely to be interested in a brand); or categories like movies, music, sports, games, and shopping, etc.
Custom Audiences: existing customers who are also Facebook users
Behaviours: purchases, mobile, or financial behaviours
The more specific your target audience, the greater chance you have of serving the right ads to an audience which is likely to convert. Optimised ad targeting is so important; that it can help you save money on advertising. An example of this is Coca-Cola, who found that with refined ad targeting, their ads on Facebook were three times more cost-effective than TV advertising, and six times more than other digital video advertising methods. They also managed to increase their individual reach by 42% while using only 3.5% of their budget.
Facebook’s extensive ad targeting options can be overwhelming and hard to master. For that reason, we have a couple of guides to help you get started here.
