Online advertising is something of an unknown entity for many campaigners. With many online platforms constantly reinventing and changing their user interface it can be hard to keep up and that's before we mention the cost. Thanks to our friends at takical.co, we now feel more confident in setting up decent Facebook ads that promise a return without the huge financial outlay.
If you think that your political campaign could do with a boost on social, this is a must read.
How to tweak Facebook ad campaigns to lower costs and increase ROI
Facebook is among the most widely-used advertising media in the world. As many as 94% of social media marketers use it, which means that anyone marketing on the platform is likely to face intense competition. In order to stand out from the rest of that 94%, you’ll need to use all of Facebook’s advertising tools and analytics to your advantage.
Just as Facebook’s vast outreach makes it both an opportunity and an incredibly competitive advertising space, its tools can be both integral to success and entirely overwhelming.
Working with a Facebook advertising specialist is one way to successfully launch a campaign, as it’s not uncommon for businesses to give up on Facebook marketing otherwise. But with the right approach, it can be an incredibly effective tool. In fact, 62% of marketers believe it is their best social media channel.
Focus on Quality
Everything in business comes back to the bottom line, so it can be tempting to cut corners on creative and visual work. The problem with this strategy has to do with the large number of advertisers putting content on Facebook. Any defects, such as blurry images and typos, will turn viewers off and direct them to a competitor. Catching the user’s eye is the first step toward conversion, and ultimately the most important.
Increase your Audience
In order to promote advertisements from reputable, high-quality companies, Facebook incentivizes businesses with large followings through discounts. By making it your goal to attain likes and follows in your initial campaigns, you can build a significant audience and lower your long-term costs. The more likes you earn, the cheaper your ads will be!
Target the Right Users
Facebook offers a wide variety of tools to help you direct your ads to certain groups, and this is a great way to improve your campaign’s efficiency. In addition to basic criteria such as age, location, and gender, you can target based on more advanced factors. If you’re a wedding photographer, for example, you can make your ad appear to users who recently became engaged.
Optimize with A/B Testing
A simple way of constantly improving your content is to always launch two ads together. Whichever one performs better can stay up, and the other will be replaced by a new piece which will then be compared to the original.
Continually optimizing your ads to reach the highest click through rate (CTR) will have a significant impact on your success. Facebook’s average CTR is 0.90%, so if yours is significantly lower, you should take a closer look at your approach.
If you’re not currently using these tips to analyze and update your Facebook ad campaigns, you’re falling behind the competition and likely spending more than you need to get similar results. Facebook should be at the center of your social media marketing strategy, and doing so requires significant investment and constant improvement.
Guest post by Ilan Nass of taktical.co
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