It's been ten years that the social network Facebook is part of the landscape of Internet users. Always a little late, US busniesses have started using it for their marketing activity for a little over a chandelier.
However, it turns out that many US busniess still use very little or not optimally and are struggling to generate concrete results with this platform. Ignorance of the Facebook advertising platform is certainly a factor since the majority of busniesses are still trying to get by with the free features of social media while the latter generates less and less organic range (reach) to the publications Pages.
Decrease of the reach of publications facebook
In this context, it becomes more difficult to use Facebook for marketers optimally without a media budget to invest to generate traffic, leads and sales. To help you intelligently invest in Facebook ads, you will find in this article the best practices for successful campaigns.
However, it turns out that many US busniess still use very little or not optimally and are struggling to generate concrete results with this platform. Ignorance of the Facebook advertising platform is certainly a factor since the majority of busniesses are still trying to get by with the free features of social media while the latter generates less and less organic range (reach) to the publications Pages.
Decrease of the reach of publications facebook
In this context, it becomes more difficult to use Facebook for marketers optimally without a media budget to invest to generate traffic, leads and sales. To help you intelligently invest in Facebook ads, you will find in this article the best practices for successful campaigns.
Know your target audience and make Personas
First, as with anything on marketing, there must first know who you are talking to before you jump into any campaign or tactic. Thus, the development of personas can help you better understand your target audience before you approach it with an advertising campaign on Facebook.
Quickly, you must answer the following questions about your target if you want to be successful with Facebook Ads (and the web in general):
Is that socio-demographically? (age, sex, location, etc.)
What are the problems it faces?
What are its objections to your products and services?
How it uses its information (on the internet and off the web)
What is its role in decision-making on the acquisition of your products / services
Secure good goals
Another shortcoming of Facebook Ads campaigns found on the web is setting goals. Indeed, on Facebook and elsewhere on the web, you must be able to set goals that are SMART before embarking on a tactic or another. The definition of objectives S.M.A.R.T. can create campaigns that generate real results, because they can focus on a specific purpose initiatives and eliminating activities that deviate. Also, by setting specific targets from the start it is easier to measure if what you want to accomplish has been accomplished.
A goal S.M.A.R.T. must meet the following criteria:
be specific
be measurable
be attainable
be realistic
Be temporally defined
An example of objective S.M.A.R.T. for your Facebook ad campaign:
Generating over 3000 subscribers to our newsletter with our Christmas Contest 2014 will be in force from 1 to 19 December.
Determine a realistic and optimal budget
"How much should I invest in advertising Facebook?" That's a good question! As with all of your marketing investments, calculating your cost per lead (CPL) should have a big role to play in setting an optimal and realistic budget on Facebook.
Knowing how much you are willing to pay for a lead, you will be able to determine a total budget for your campaign to achieve your SMART goal Also, this will allow you to make a better decision when choosing the type and bid amount of your ads that either CPC or CPA.
Calculate your cost per lead easily with our tool provided for that purpose >>
Organize your campaigns initiatives
Now that we have seen a few basic concepts (personas, SMART, CPL objectives), we can speak of a mistake often made by Facebook Ads managers. Many advertisers on Facebook unfortunately not organize their campaign as initiatives. In this way, their advertisements run continuously and do not enroll in a specific theme.
A Facebook campaign should have a single SMART goal specified with a single persona. In addition, the campaign should be marked with a start date and an end date.
Having a clear bid for each campaign
In marketing, you have to have something to offer to potential prospects. To paraphrase the old saying, "We do not attract flies with vinegar" that's why you have to know create outstanding offers.
Whether a discount, a resource to download, an event register or participate in a contest, have one clear offer for each campaign allows for a better click through rate on your ads and having a better rate conversion on your site.
Building on conversions, not visits
Exactly, let's talk about conversions. A conversion that's all you're looking at what people are doing on your site (buy, subscribe, register, download, click, etc.). Unfortunately, too many marketers talk in terms of visits and do not have a website oriented conversion.
Facebook campaigns should all aim for a clear conversion goal rather than simply directing visitors to your website who use the information and leave without doing anything.
Tip: Enable conversion tracking for your Facebook advertising campaigns
Choose Facebook advertising conversion goals
Create specific landing pages
The mistake many marketers make when they advertise on Facebook, like on the web in general, is to have the following reflection: "I pay for these visitors, so I'll present the much information about my busniess. "Thus, they direct their visitors to their home page or other general pages of their site. This is a serious mistake because it is exactly the opposite to do!
For example, the image below shows two ads from the same company that put forward two offers completely different value and lead to the same page or the home page of the site is overloaded with calls for the divergent action. This greatly impedes the conversion because the user does not have one clear action to take when it comes to the site. Moreover, it does not see a single glance what he must do to subscribe to the offer that brought him to click on advertising.
Bad example of advertising on facebook
Each of your Facebook ads should have its own specific landing page that has one purpose: to convert the visitor. To do this, it is important that the page has ambitions to only put forward the offer of your campaign (as mentioned above) and the average subscribe.
Good example of advertising facebook
In short, a good landing page generally meets the following criteria:
Contains a single call for clear action and directly linked to the offer made in advertising
Shows no navigation (the only clickable element should be the call to action)
Is in direct continuity with what is advertised in the ad text both level design
Know your target personas on Facebook
Create personas, that's good. To use it, is better!
Now that you have invested in the development of personas, you're equipped to create Facebook hearings that will generate results!
The Facebook platform offers targeting capabilities among the most advanced on the web. Multiple segmentation criteria allow you to stick to your criteria you specified in your personas sheets to directly target people who are interested in offering your campaign.
Targeting advertisements on facebook
Test several hearings
Once you have found a combination of Facebook targeting criteria that matches your persona, do not stop there! Try creating further hearings that stick to your persona and measure which produces the best results for the same country!
Remarketer!
Remarketing is a concept of targeting people on the web where you already know their interest in your products and services. Thus, with the remarketing Facebook, you can target your existing customers to sell additional products and services or you can try to transform client users who downloaded an offer on your website, who your customers newsletter or who added a product to their shopping cart.
Use multiple ad formats
Facebook offers the use of multiple ad formats for your campaigns. Some formats have disappeared over the years, and others have replaced them, but the two most commonly known and used formats are advertisements from the news feed and ads in the right column.
advertising formats facebook
Regardless of the format you offer is Facebook when creating your campaigns, do not limit yourself to just one advertising format. Test the different options and measure the results in order to optimize your campaigns!
By cons, be careful to make sure your visuals are optimized for all the formats you want to use. Indeed, the visual used for a format may not be usable for a different format. This is especially the text to be too small for ads in the right column if you have developed your design by first thinking of the news feed ads.
optimization of media formats on facebook
For example, in advertising Left shown below, it does very difficult to distinguish the text that appears in the blue button.
sample too small text in facebook advertising
Create advertisements that are beautiful performance
Here, I will not speculate on what is beautiful or not, because I believe that tastes are in nature. By cons, a certain thing is that the design of Facebook ads has an impact on the rate of clicks they generate. So if I can afford some stuff "pseudo-designer", here they are.
Your ads should stand out from the Facebook news feed, so use bright colors and avoid the color "blue Facebook".
People go on Facebook to see personalized content, so try not to look like an advertisement.
Facebook users love to maintain relationships and learn about the lives of other human beings. So it may be good to use photos of real people in your advertising.
Track your performance
Finally, as in any action on the web, it is necessary to measure our performance to repeat our successes and our mistakes avoided.
By enabling conversion tracking for your ads, as mentioned earlier in this article, you will be able to judge the performance of your ads on their conversion rate rather than the number of visits which generate. So you'll have time just to know that ads bring you real results. All hugged you presented your Facebook reports.
To further the reports of Facebook, you can use the UTM parameters on the URLs of your Facebook ads to track directly into Google Analytics or HubSpot. So you can easily have a real control of your Facebook performance and compare to your other marketing campaigns.
First, as with anything on marketing, there must first know who you are talking to before you jump into any campaign or tactic. Thus, the development of personas can help you better understand your target audience before you approach it with an advertising campaign on Facebook.
Quickly, you must answer the following questions about your target if you want to be successful with Facebook Ads (and the web in general):
Is that socio-demographically? (age, sex, location, etc.)
What are the problems it faces?
What are its objections to your products and services?
How it uses its information (on the internet and off the web)
What is its role in decision-making on the acquisition of your products / services
Secure good goals
Another shortcoming of Facebook Ads campaigns found on the web is setting goals. Indeed, on Facebook and elsewhere on the web, you must be able to set goals that are SMART before embarking on a tactic or another. The definition of objectives S.M.A.R.T. can create campaigns that generate real results, because they can focus on a specific purpose initiatives and eliminating activities that deviate. Also, by setting specific targets from the start it is easier to measure if what you want to accomplish has been accomplished.
A goal S.M.A.R.T. must meet the following criteria:
be specific
be measurable
be attainable
be realistic
Be temporally defined
An example of objective S.M.A.R.T. for your Facebook ad campaign:
Generating over 3000 subscribers to our newsletter with our Christmas Contest 2014 will be in force from 1 to 19 December.
Determine a realistic and optimal budget
"How much should I invest in advertising Facebook?" That's a good question! As with all of your marketing investments, calculating your cost per lead (CPL) should have a big role to play in setting an optimal and realistic budget on Facebook.
Knowing how much you are willing to pay for a lead, you will be able to determine a total budget for your campaign to achieve your SMART goal Also, this will allow you to make a better decision when choosing the type and bid amount of your ads that either CPC or CPA.
Calculate your cost per lead easily with our tool provided for that purpose >>
Organize your campaigns initiatives
Now that we have seen a few basic concepts (personas, SMART, CPL objectives), we can speak of a mistake often made by Facebook Ads managers. Many advertisers on Facebook unfortunately not organize their campaign as initiatives. In this way, their advertisements run continuously and do not enroll in a specific theme.
A Facebook campaign should have a single SMART goal specified with a single persona. In addition, the campaign should be marked with a start date and an end date.
Having a clear bid for each campaign
In marketing, you have to have something to offer to potential prospects. To paraphrase the old saying, "We do not attract flies with vinegar" that's why you have to know create outstanding offers.
Whether a discount, a resource to download, an event register or participate in a contest, have one clear offer for each campaign allows for a better click through rate on your ads and having a better rate conversion on your site.
Building on conversions, not visits
Exactly, let's talk about conversions. A conversion that's all you're looking at what people are doing on your site (buy, subscribe, register, download, click, etc.). Unfortunately, too many marketers talk in terms of visits and do not have a website oriented conversion.
Facebook campaigns should all aim for a clear conversion goal rather than simply directing visitors to your website who use the information and leave without doing anything.
Tip: Enable conversion tracking for your Facebook advertising campaigns
Choose Facebook advertising conversion goals
Create specific landing pages
The mistake many marketers make when they advertise on Facebook, like on the web in general, is to have the following reflection: "I pay for these visitors, so I'll present the much information about my busniess. "Thus, they direct their visitors to their home page or other general pages of their site. This is a serious mistake because it is exactly the opposite to do!
For example, the image below shows two ads from the same company that put forward two offers completely different value and lead to the same page or the home page of the site is overloaded with calls for the divergent action. This greatly impedes the conversion because the user does not have one clear action to take when it comes to the site. Moreover, it does not see a single glance what he must do to subscribe to the offer that brought him to click on advertising.
Bad example of advertising on facebook
Each of your Facebook ads should have its own specific landing page that has one purpose: to convert the visitor. To do this, it is important that the page has ambitions to only put forward the offer of your campaign (as mentioned above) and the average subscribe.
Good example of advertising facebook
In short, a good landing page generally meets the following criteria:
Contains a single call for clear action and directly linked to the offer made in advertising
Shows no navigation (the only clickable element should be the call to action)
Is in direct continuity with what is advertised in the ad text both level design
Know your target personas on Facebook
Create personas, that's good. To use it, is better!
Now that you have invested in the development of personas, you're equipped to create Facebook hearings that will generate results!
The Facebook platform offers targeting capabilities among the most advanced on the web. Multiple segmentation criteria allow you to stick to your criteria you specified in your personas sheets to directly target people who are interested in offering your campaign.
Targeting advertisements on facebook
Test several hearings
Once you have found a combination of Facebook targeting criteria that matches your persona, do not stop there! Try creating further hearings that stick to your persona and measure which produces the best results for the same country!
Remarketer!
Remarketing is a concept of targeting people on the web where you already know their interest in your products and services. Thus, with the remarketing Facebook, you can target your existing customers to sell additional products and services or you can try to transform client users who downloaded an offer on your website, who your customers newsletter or who added a product to their shopping cart.
Use multiple ad formats
Facebook offers the use of multiple ad formats for your campaigns. Some formats have disappeared over the years, and others have replaced them, but the two most commonly known and used formats are advertisements from the news feed and ads in the right column.
advertising formats facebook
Regardless of the format you offer is Facebook when creating your campaigns, do not limit yourself to just one advertising format. Test the different options and measure the results in order to optimize your campaigns!
By cons, be careful to make sure your visuals are optimized for all the formats you want to use. Indeed, the visual used for a format may not be usable for a different format. This is especially the text to be too small for ads in the right column if you have developed your design by first thinking of the news feed ads.
optimization of media formats on facebook
For example, in advertising Left shown below, it does very difficult to distinguish the text that appears in the blue button.
sample too small text in facebook advertising
Create advertisements that are beautiful performance
Here, I will not speculate on what is beautiful or not, because I believe that tastes are in nature. By cons, a certain thing is that the design of Facebook ads has an impact on the rate of clicks they generate. So if I can afford some stuff "pseudo-designer", here they are.
Your ads should stand out from the Facebook news feed, so use bright colors and avoid the color "blue Facebook".
People go on Facebook to see personalized content, so try not to look like an advertisement.
Facebook users love to maintain relationships and learn about the lives of other human beings. So it may be good to use photos of real people in your advertising.
Track your performance
Finally, as in any action on the web, it is necessary to measure our performance to repeat our successes and our mistakes avoided.
By enabling conversion tracking for your ads, as mentioned earlier in this article, you will be able to judge the performance of your ads on their conversion rate rather than the number of visits which generate. So you'll have time just to know that ads bring you real results. All hugged you presented your Facebook reports.
To further the reports of Facebook, you can use the UTM parameters on the URLs of your Facebook ads to track directly into Google Analytics or HubSpot. So you can easily have a real control of your Facebook performance and compare to your other marketing campaigns.
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