Fine tuning your marketing on Facebook to be successful long term takes more than just running some ads and hoping for the best. Facebook ads are getting more expensive, which means getting the most of our this ad spend is becoming more and more vital. Here are 6 tips that will actually help you in the day to day management of your marketing campaigns on Facebook.
1. Retarget. Remarket.
Whichever you call it, you have to be doing it. It’s amazing how many companies market on Facebook without ensuring remarketing is a part of their strategy. It’s essential to be successful over time.
To do this, set up your retargeting audiences from the get go. The audiences you should retarget to are;
-people who watched 25%, 50%, and 75% of any of videos
-people who Engaged with your Page
-your existing Page Fans
These audiences should be sized 180 and 30 days. To get even more serious, target 1 day and 7 day audiences.
2. Use Business Manager
Ensure your ad account is inside of a Business Manager, along with your page. Facebook’s business manager is an amazing, organized solution to everything Facebook related. Don’t be the guy with your company’s ad account connected to just your personal Facebook profile. This
The more places your ad account is connected, the higher the possibility to recover it if anything happens. And things do happen, even if they’re wrong. Having a connection to a Facebook representative will help you in these circumstances as well.
3. Set up custom columns.
Instead of relying on Facebook’s default columns, there are likely data points that are needed specifically by your marketing team, such as Custom Conversions, or the cost per XYZ Custom Conversion. Here’s a good starter list: Campaign Name, Ad Set Name, Reach, Frequency, Relevance Score. For an commerce company, things like Checkout Initiated, Adds to Cart, and Purchases will be next. Save as a preset in your ad account. This will save you lots of time as you’ll no longer need to do this every time you analyze the performance of campaigns.
4. Video is King
Video advertising is crucial in today’s online marketing mix, and video marketing statistics show it performs extremely well across nearly all ages and demographics. Having a powerful and creative video on the “front end” of your marketing that will properly explain your brand/product/service along with social proof and authority. There are lots of video formats you should test, such as simple short video loops (6-8 seconds), animated videos, live-action videos, and more.
Target your ideal audience cold, and then retarget them with other content later. Test different objectives, but a great formula is Video Views or Page Post Engagement in the Facebook feed and other placements, once again without a CTA on the post.
5. Run ads that don’t look like ads.
Go out of your way to develop creative that is unique and looks like original content, not an advertisement. Keeping engagement and relevancy score high is key, and a great way on Facebook to do this is to show them ads that don’t really look like ads.
Social proof and short testimonials with images or video content, without even a strong CTA or “Shop Now”/“Learn More” button will build even more rapport with your audiences, before your ads with strong CTAs. The constant positive impression of your brand, without selling hard, will encourage people to Google you as well – so look out for an increase in organic Google search traffic.
6. Know the cost of your advertising.
Keeping track of your advertising costs seems simple, but many overlook. Here’s a good rule of thumb for what you should be spending and how much per impressions:
$6 for 1,000 impressions (1st quarter)
$6.50 for 1,000 impressions (2/3rd quarter)
$8 for 1k impressions (4th quarter)
You can calculate how many impressions you’ll get with the size of your cold and warm audiences.
Original post: 6 Tips for Marketing on Facebook