Social Media Campaigns: Facebook

Social Media Digital Marketing Gif

What to focus on when creating Facebook ads and more

A small business or brand has the right to be confused when it comes to Facebook. They make it seem way too simple, but there’s a lot behind the curtains.

Facebook requires pre-planning but I’m here to help you lay that out

The bottom line is always ROI and anything else is just there to make you happy with the money you spent on unsuccessful campaigns.

What I’ll cover are the Fundamentals

  • How to set up your first Facebook ad
  • Targeting audiences on Facebook
  • Advertising naturally
  • Simple methods to get great ROI

But before we get started here’s what you NEED to consider BEFORE paying for Facebook ads


P.A.I.D Method

Patience with advertising, sometimes your best ads could be just a week too early or a month too late. You need to let them run and space out your barrage of targeted marketing.

Analyze your ads life cycle you need to recognize when an advertisement begins to decay. If you’ve ever gotten sick of a Geico Gecko, or Progressive Flo you know what I’m saying.

Invest in successful ads. If you spend $500 on an ad and it generates $1200 in return. You need to put more into that ad, it is clearly working.

Distinguish between what does need to have money spent on it and what you can do for free. Always take advantage of free advertising first and this includes promotions. If you are giving away something you already have consider it free. Not all announcements need to be paid advertising.

How to Scale your budget

When you first start out with Facebook ads, it’s best to start with a fairly small budget and gradually increase it as you refine.

Facebook breaks down your advertising into three categories

  1. Awareness: Objectives that generate interest in your product or service

Use Cases: Brand Awareness, Local Awareness, Reach

2. Consideration: Objectives that get people to start thinking about your business, or look for more information about your business

Use Cases: Traffic, Engagement, Video, App Installs, Funnels

3. Conversion: Objectives that encourage people interested in your business to purchase or use your product or service

Use Cases: Website Visits, Sales, Retention

Note: On a small budget focus on Consideration as Conversion won’t be effective until you build a following. This is a critical part of establishing an audience and then retargeting.

Choosing your audience

Once your objective is set, you choose the audience you’d like to target with your advert.

The audience size gauge has a “sweet spot” for a reason you don’t want to go too broad. What you choose is dependent on what you are advertising and you will get a better feel for it as you go. That said it is important for a/b testing as the audience is often your static variable.

Under 10,000is a great area to start in, and the narrower the better, but smaller audience will require more micromanagement as this results in a shorter life cycle. So have patience…

Keeping ‘Cost per Click’(CPC) low is great but less important if you have great advertising. So while it can be practiced it isn’t your focus.

Take your 10 best customers and study their demographic

Facebook is the only tool you need. If you aren’t using your best customers ‘likes’ as interest you are too self-confident in your demographic.

This is where you begin to analyze data and what’s more valuable then profit is the interest of who is converting. So pull out your spreadsheet and find the common interest, gender, age, location, behavior, and connections.

You’ll only need a couple, so focus on the few that stick out to you.

Don’t have sales? Use your competitors

Just use a competitor’s Facebook page and look at their follower’s click through to their profile and search their interest.

Distinguish your angle as a business and use that on their market.

Choose your placements

Placement is where your ad will be on Facebook or Instagram but that’s a whole different guide to go over.

Never choose Automatic Placement

News Feed is most often where you’ll want your advert as its proven to be most effective but if you feel your ad would work elsewhere all this requires is some consideration.

Mobile?

You only want to select mobile if you know your ad makes sense for mobile like an iPhone or Android app.

If your website is greatly optimized for mobile then you can consider using mobile but its advisable to stray from it.

Setting your budget

On Facebook, the average cost per click (CPC) is about $0.35 globally and about $0.28 in the U.S. (source)

  • If you try to bid too low, your ads may not get the exposure they need, and you won’t reach your goals
  • Starting around $0.75 and lowering once you get some clicks is a good practice for initializing campaigns.

Creating your Ad

Keep Simple Images

As much as you want to convey a message in your advertising this isn’t about giving everything one might need to scroll past your ad. It’s about enticing people.

Natural Text

Copywriting is something people often get lost in and they end up with a script of what they think converts. Try short text that tells a story and acts as a cookie crumb trail back to your page, then mix it up.

Adobe suite tools and similar will automate sizing and some like Adobe Spark or Canva are free if you are a small brand. Google “Royalty Free Images” to get started. High contract catches the eye.

For single image ads, Facebook recommends the following:

  • Recommended image size: 1200 x 628 pixels
  • Image ratio: 1.91:1
  • Little to no overlaid text

Copywriting Template

Your landing page needs to reinforce your message.

Example

Headline:

This Entrepreneur

Story :

earned $600k in 2018 with this free method

Call to Action (CTA) :

This is something you choose and can be a button like “Learn more”

News Feed Link Description :

Tom Glover is a 19-year-old from Denver and this article will describe how he will become a young millionaire in 2019.

Utilize Psychology

Keeping these principles of human nature in mind as you do your copywriting will make your digital marketing pay off in no time.

Priming

You ever play that game where one person shouts a word then the other replies with the first thing to come to mind? Utilize imagery that relates to your branding.

Reciprocity

If someone feels like they gained something from your advertisement then they are more likely to be a customer. Why do you think you get a mint or a fortune cookie from restaurants?

Social Proof

No one wants to be the first on the dance floor. Make your advertising a party, be proud of your followers and convey a likability to who your advertisement is focused on.

Decoy Effect

You’ve seen this one and likely been infuriated by it int he past but that’s just because you know it works. If you are selling one thing make sure to show that it is a better alternative to a competitor, its past price, or premium options.

Scarcity

Scarcity is underutilized and with some creativity, it is very effective. Use lines like “Only X left of…” “The first 500…” or “Limited time…”

Anchoring

If something normally cost $50 and you can pick it up for only $25 why would you pass up on that opportunity? Neither will your customers.

Baader-Meinhof

The Baader-Meinhof Phenomenon is when you first notice something but then start seeing it everywhere. It piques your interest and this is called nurturing in marketing.

Verbatim

According to data from Chartbeat, more than half of your visitors will spend less than 15 seconds on your site. So spend the time to really perfect your headline in particular and your copy in the long run.

Clustering

The odds are you won’t remember everything you’ve learned here today but you will remember it was a useful article for Facebook advertising. Cluster the information that is pertinent together from start to finish in a sale.


Facebook can make or break your business and I’m glad to have shared a few takeaways from this article so make sure to always measure your growth and keep these two things in mind.

Eye-catching ads convert but consistency is vital for ROI

Pinpoint demographics will not only produce better results but aid you in your ventures with a/b

Thank you for reading all the way through, make sure to leave a comment with any questions or share if you found this helpful.

5 thoughts on “Social Media Campaigns: Facebook

  1. Howdy,

    Must say your website looks quite great. Good job.

    I hope it will help you as well.
    Keep up the good work and you will eventually build a big online business.
    //Lucy

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