Overlooked Aspects of a Facebook Ad Campaign
Tons and tons of people use Facebook every day, giving the platform an awesome user base for those of us look to capitalize on all of those users. The sheer volume of users and the incredibly valuable demographic information they input can really help you, the advertiser, make good money advertising on Facebook.
We have been advertising in various niches on Facebook for quite some time and have seen some excellent campaigns that converted much better there then through PPC marketing. While it would be cool to go on about what type of money we made with these campaigns that did well, I think it is much more valuable to tell you about some of the things we did wrong and let you learn from our missteps. Hopefully this will save you valuable time and money and allow you to see increased sucess with your advertising efforts.
First and foremost – Pictures matter! Early on we had a few ads running without ads, or with really generic photos that were only loosely related to our product. Needless to say, the ads we had without good images did not convert well. The first thing you should split test with a new Facebook campaign are several images to find out which ones convert best with the same ad text. This is your chance to really think outside the box a little bit and grab the attention of users and get them to notice your ad, and then click on it. Don’t just use the first image of some dude working out for an acai offer, be creative. Use before and after shots, try using pictures that focus on different parts of the offer/ad text and see what works best. Once you have a good picture, you can move on to the next step.
Once you’ve got a good picture that is converting more than others you tried, then you move to split testing the ad text and trying to create several different calls to action to get users to click through and submit their email, buy your product or whatever it is you are looking for from them. Make sure to let them know what to do – users need direction. We often had trouble getting really good calls to action, and so we we get a lot of clicks but people weren’t often taking action once there. Adding in strong calls to action prime your audiences mind with what they should do next and that will help your conversion rates.
If you’ve followed these two steps you should have improved your ad’s click through and conversion rates a good amount and probably taking a campaign that wasn’t profitable or breaking even into the black. Once you have gotten this far, make sure to re-visit your demographic targetting and make adjustments based on the data you’ve gotten from your split testing clicks. Using the data from your split testing and adjusting based on that is the only way to sustain profitability with these campaigns. Often tons of affiliates are promoting similar products and once you’ve got a solid picture and ad text, you want to put it in front of the users who are most likely to take action. If you aren’t making these adjustments, you’ll be leaving money on the table.
A final word of advice, these tips will hopefully help improve the Facebook ad campaigns you are running, but there may come a point where even an optimized campaign will start to see diminishing returns. Potentially, this is because tons of people have already seen your ad, and are becoming blind to it. To combat this, you can do a few simple things like changing pictures or altering the title or add a bright colored border around the ad to draw a little extra attention to your ad.
Good luck out there on Facebook!
Popularity: 16% [?]
