Before you can create any kind of a great Facebook advertising campaign, you need to know what your goals are and how to read those goals. (analytics) You’ll need to measure to determine how successful the campaign is. Avoiding these steps can really take a toll on your ROI. Take advantage and use Facebook Insights.Generating sales: Your approach will vary depending on whether you’re in the B2C or B2B sector. When in the B2C, your best bet is to use page post ads to promote in the news feed, where you can use larger images to promote your products and services. When in the B2B sector, you should use both page post ads and right-hand column ads to focus on acquiring more leads you can nurture through the sales funnel to convert to sales. Your goal is to send more traffic to your website or landing page, and you should target based on interests, age range, and gender keeping in mid that is appropriate to do so.
Building more brand awareness: Use page like ads to get more likes for your page. You should aim for likes only from highly targeted people, so it means using targeting competitors, similar interests, and custom audiences to get newsletter subscribers to like your Facebook page. Exclude people who are already fans of your page to avoid wasting your hard earned advertising bucks.
Getting more engagement on your posts: Use link ads, photo ads, and video ads to get more engagement for your posts. Your ad creatives should be extremely visual with stellar photos. If you’ve built a relevant audience, start by advertising to them. If not, target people who fit your ideal customer persona based on interests, age, gender, and purchasing behaviors.
Getting installs of your mobile app: Use the mobile app ads for install ad type. Once your app is published in the app store, you should implement Facebook event tracking. Use app screenshots in your creative, and target based on the audience you believe to be most interested. Thought check. Mobile apps although a bit costly if you are a small business owner, are great to have but also it is for more on lines sales or retail type businesses-e-commerce. If you are a consultant or in the service type of industry, having a app for smart phones may not work for you.
Keep Desktop and Mobile Ads Separate
Facebook gives you the option to run various advertising in different locations. You can run on mobile newsfeed, desktop newsfeed, right column, and Instagram. It’s a good idea to keep your desktop and mobile ad campaigns completely separate, even if you’re aiming to achieve the same goal. Again, your budget needs to come into consideration.
Keeping them separate allows you to optimize your ads, bids, and conversions based on device. Your ads and calls to action are likely to perform differently on desktop than they would on mobile, so your ad setup needs to fact that in. If you’re using the Power Editor to design and build your ads, then you can choose the device targeting on the ad set menu.
Test Different ImagesImages will draw attention to your ads, but no two images will perform the same way. That’s why you should test the same ad copy with different images, to see which ones your audience responds to better. Then, stop running ad campaigns that use the images with the lower click through rates and conversions, so you can maximize your ROI.
Use Lookalike AudiencesA Facebook Lookalike Audience is a list of users who have similar characteristics to your website custom audience. You can use it to find other people who are already like your customers, or to find people like the ones who are already like your page.
If you want to create a lookalike audience, login to the Facebook ads manager and click audiences. From there, click “Create audience” and choose “Lookalike audience” from the dropdown menu.
Then, choose the source of your look alike audience, such as the people who already like your page, or the people who’ve visited the thank you page on your website. Choose your target company, and select your audience size. The smaller audience size you choose, the more targeted it will be.
Use the Remarketing PixelAny potential customers who’ve visited your website from any traffic source, but didn’t convert, are likely comparing prices and providers. They’re in the research phase and are trying to get the best possible deal. So, by the time they’re ready to actually make a purchase, chances are high they’ve forgotten about you.
The Facebook remarketing pixel allows you to target people who’ve visited your website in the past on Facebook with ads. This is an excellent way to make the most of traffic that originally came to you from AdWords. All you have to do to setup a remarketing pixel is login to your Facebook advertising manager, click on Audiences, then click “Custom Audience and Website Traffic.” From there, you’ll be able to start the process of creating a remarketing pixel.
You’ll need to install the code in the footer of your website. It may take a day or so to start pulling in data, but you can then go back to your website traffic menu and choose “people who visit specific web pages.” From there, you’ll be able to create lists of people who are visiting a certain page on your website, and target them or exclude them from your campaigns. One of the best ways to make use of this is to exclude anyone who has visited your thank you page, since they have already converted. You’re not wasting time or money advertising to them.
Target Your Email ListFacebook lets you create a custom audience based on your email list. Create a .CSV or .TXT file with a single email address per row. Remove any other data your email marketing platform includes in your exported file.
Click “Audiences” and click “Create Audience.” Then choose “Custom Audience” and “Customer List”. From there, you’ll be able to upload your list.
You can also upload a list of phone numbers and target those people on Facebook ads, but it only works if their phone number is listed in their account. You can create a lookalike audience based off of these targeted lists, too.
Schedule Your AdsOn Facebook, you can segment your ads by days and hours, if you have a lifetime budget, rather than a daily budget option. This issue is why many businesses aren’t using this feature. If you use this approach, you’ll need to think of the total budget of your ad set. If you don’t have a successful performance pattern over time, then don’t use this setting. It’s not a good option for the first run of an ad for testing purposes.
If you have an ad you know works, you can set up the days and times you want it o run in the budget and schedule section of your ad set.
Use Carousel AdsIf your audience seems to respond well to a series of product images, you can combine those images into a single ad with the carousel ad. This is a newer ad type that allows you to show more than one image at once within a single ad. Ecommerce brands can use dynamic product ads that allow them to cross-sell complementary products, or even retarget customers who click through to their websites, but don’t make a purchase.
Ecommerce brands can also improve their Facebook marketing strategy using multi-product ads. This allows you to show multiple products in a single ad, giving customers more to choose from. You can also use these ads to show different benefits of a single product. An Adobe study showed these ads are more cost efficient per acquisition, saving you up to 35 percent in cost per click because of higher engagement. And, they can boost your click through rate as much as 50 percent to 300 percent.
Advertise on Instagram, TooSince Facebook owns Instagram, you can create the same ads on Instagram that you can run on Facebook. You can choose to run your campaigns solely on Facebook, or duplicate them on Instagram. If you know your audience can be found there too, then it’s a good way to build more traction.
The key with Facebook is to segment, and run multiple ads on a small scale to see what works before spending more money. Always be testing, and paying attention to your conversions.
Some portions of this article from "Small Business Trends"
Brands and video marketers who want to step up their live content game don’t need to look any farther than Facebook Live. The broadcasting platform, which was officially introduced in April 2016 to all Facebook users, has become a favorite destination for the site’s users when they’re looking for live content to entertain and inform them. However, the same type of content that works on YouTube Live, Instagram Live, or even Snapchat or Twitter won’t necessarily be what works best on Facebook Live. Depending on your particular brand, you’ll want to tailor a strategy specifically to the streaming platform to maximize your reach and marketing potential, and make the most out of your Facebook Live video content.
Fortunately, there are at least eight types of content which perform well on Facebook Live. Consider these options when you’re looking for ways to launch or improve your live video strategy:
Ask Me Anything (AMA) and Question & Answer (Q&A) content is a shoe-in for Facebook Live, as many brands boast audiences which use Facebook on a daily basis. AMAs and Q&As are a direct way to communicate with your fans, but make sure they don’t become stagnant. Set a new theme or topic for each session you conduct, or bring on a collaborator or person of interest to answer your fans’ most burning questions.
Nine times out of ten, consumers only see the forward-facing side of your brand, the side that markets to them and wants to impress them enough to purchase your products or services. But if you use Facebook Live to take them behind-the-scenes, you’ll find brand loyalty and interest will grow. You can do this by showing them preparations for a red carpet event, revealing the process of how their favorite product is made, or by letting them follow along with a particular employee’s daily duties.
Live streaming is digital media’s answer to traditional live television. As such, it’s only natural for many consumers and social media users to default to platforms like Facebook Live for their news, instead of turning on the TV set. In fact, Pew Research discovered 66% of adults regularly use Facebook to get their news. Use this to your advantage, especially if news is a big part of what your brand covers. Do your best to start broadcasting as soon as a story hits, and talk about the facts as well as your brand’s thoughts or reactions to the news.
Everyone loves a good challenge! If your brand has an idea for a competition or challenge which can be broadcast live, don’t hesitate to do so on Facebook. You’ll attract your fair share of viewers, but you’ll also reap the benefits of views on the archived live stream, too. Encourage your audience to share in the challenge at home (if they’re safely able to) and report on their experiences in real-time using the chat feature.
While how-tos might be one of YouTube’s most-searched video types, they’ve become incredibly popular on Facebook Live, as well. You can use the live streaming platform to not only demonstrate how your own product or services work, but also to show how to perform tasks related to your industry. Doing so builds your reputation as a helpful, trustful brand.
Events or Appearances
The biggest problem with events and appearances used to be their localized nature. But now brands can use Facebook Live to stream such events to viewers around the world. Bringing a big event or celebrity appearance to your Facebook page means you’re reaching consumers who might otherwise not be able to attend the event in person.
Interviews are an easy win for brands who want to connect with their fans, and Facebook Live is the perfect platform to stream them. You can keep things internal and interview executives and employees within your brand, or bring in persons of interest, celebrities, or influencers whom you know your audience will tune in to watch.
Product & Service Announcements
Much in the way live streaming events and appearances allows viewers to tune in regardless of their location in the world, product and service announcements can also be made via Facebook Live to immediately inform consumers of your newest offering. You’ll get to see fans’ reactions in real time, and answer any of their questions within chat to help them better understand the new product or service.
Try using these tips on your next Facebook Live broadcast. And remember, you can use Facebook Live both from your mobile app and your desktop.
FDMC Social and Digital Media LLC
If you are a SMB (small to medium sized business) owner, chances are you are in 4 catagories; you're are using Facebook correctly, you're using Facebook but incorrectly, you are not using it at all because it scares you to death or finally, you won't use it because you don't belive you have the time. Most SMB's do not have a full time marketing dept. thus the owner or someone "picked" does Facebook. First, don't use your personal site to promote your business as personal and business matters should not be intigrated. It is not difficult to create your own business site. What is a bit time consuming is setting your fan page up. You don't need to go "fancy" to start , just set it up. If you don't have a business Facebook site, shame on you. Email me, and I will walk you through it. There are videos on YouTube that show you how as well. Don't let a business fan page scare you. You can control things like people posting comments or posting pictures or videos. Use your fan page to promote your brand. Once it is up and running, you should post on your new site at least once a day. If anything, talk about a special you are running or a good product or service you have to offer. Now how to get fans. Word of mouth is the best way to start. You do not want to necessarily import your friends to your business site. These are your friends and not all of them are your customer base or your market vertical. Sure, tell them you have a business site but be remember, this is a fan page for your business, not another social site of who got crazy last night, or posting pictures of Grandma's 80th birthday. Later I will talk about apps to make fan gates, apps that allow you post from your cell phone, and how to link FB to your web site. I will also cover what topics are best to cover on your new fan page.