Creating Optimized Facebook Ads

Facebook advertising can offer big advantages, if used and set up properly. It allows businesses to promote custom ads or content targeting a specific audience, with costs varying based on the reach and engagement the ad receives. However, you will need to make sure your ads are optimized to provide the best ROI.

Some components of an optimized and successful Facebook ad include:

• Visual appeal. Your ad must immediately grab attention. Videos and photos are more engaging and interesting than a bunch of text. They are more likely to get shared, as well.
• Spend your advertising money wisely. Each ad click costs you money; don’t include information that is not applicable to your target audience. You may want to read Facebook Business’s guide on Showing Relevance Scores for Ads on Facebook before finalizing your ad.
• Value proposition. Your ad needs to convince the viewer why they should click on it to learn more. It should entice them to want to visit your website; describe how you are different from your competitors. And you can’t just use hyperbole to get this across. Saying you sell the best product won’t get them, but perhaps a discount or coupon will.
• Call to action. Make it clear that they need to act now, like “offer ends today!” or some other compelling phrase. If the ad doesn’t include a CTA, why would they click on it?

Determine Your Target Audience

Determining the demographics and personas of your target audience is crucial to a successful Facebook ad campaign. There are several categories to select for target audiences. The important thing to remember is to create separate ads for each type. For example:

• Targeting customer behavior can prove very valuable and profitable. For example, you can target people with certain purchasing history, those using a certain browser, or other digital activities. You should create separate ads for each behavior targeted.
• Your ad can also specify a target audience within a particular income range.
• Education, Relationship, Politics, etc. There are additional categories where you can create ads targeted to that group, if desired and applicable.

If customers have visited your website using another source, like Google Ads, they are most likely comparing products and prices and may forget whose sites they’ve visited. This is where a Remarketing Pixel on your Facebook ad comes in handy. This allows you to capture visitors to your site from other sources. You can also tweak it to exclude those that have already converted.

Your business product or service may be better targeted to specific age groups or genders. You can run reports to determine which groups most visit your site, and then revise your strategy and customize your ads accordingly.

You can also create a “Lookalike” audience by capturing those people who have similar likes and dislikes of users who have already visited your website and converted to customers. Facebook allows you to create a custom advertising audience based on email lists, using a .csv or .txt file.

Setting Up and Scheduling Your Facebook Ads

There is additional work required to finalize your Facebook Ads. You will need to determine your bidding strategy (cost per click, cost per thousand impressions and conversion optimizer) and possibly test each one for effectiveness.

You will also need to decide when your Facebook Ads will run and allocate the budget for the ads.

Philadelphia SEO for Growth Can Help!

A Facebook Ad campaign can be beneficial and highly profitable, but it needs to be optimized for the best results. Regularly monitoring and adjusting the campaign strategy for peak effectiveness is also critical to its success. Why add one more thing to your never-ending to-do list? Let the experts at Philadelphia SEO for Growth handle it for you! We are experienced in setting up, monitoring and measuring Facebook Ad campaigns for optimal performance to produce the best ROI possible.