With so many people present on Facebook all the time, it should come as no surprise that the site has become a hot platform for advertising. Over the years, businesses large and small have prospered significantly from Facebook marketing.
Facebook Advertising Services to Grow Your Business
Facebook is by far the most popular social media platform today, with more than 2.7 billion monthly users. People everywhere love the site’s easy navigability that allows them to share and comment on others’ photos and videos.
The massive audiences that can be found on the site ensure that potentially millions of eyes will see the ads that you post to the site.
But you aren’t guaranteed viewership for the ads you place on Facebook.
That comes only through the right marketing strategies, ad content, and audience targeting. These are all areas of expertise that a Facebook advertising agency such as LSEO can implement for you to begin maximizing your business’s growth.
How do we make it all work for you? Let’s explain what we mean.
Facebook Advertising Explained
Facebook advertising, like all forms of paid media marketing, is meant to help businesses grow by increasing their exposure to online users.
Simultaneously, every business’s goals will vary based on business type and what the business wants to accomplish.
When it comes to Facebook advertisements, businesses generally seek to increase brand awareness, grow Facebook page followers, boost website traffic, or make more sales.
This can all be done through the Facebook Ads platform. The ads we place there for you consist of images, videos, and text that are all meant to market your business to the audiences you want to reach.
Facebook Ads, like Google Ads, run on a PPC, or pay-per-click, structure. Advertisers place PPC ads on a platform and are charged by the platform only when users click on those ads. This is an effective strategy when executed correctly, since the conversions businesses earn from optimized ads will far outweigh what Facebook charges them to run the ads.
Why You Should Be Using Facebook Advertising
Overall, advertising on Facebook is a highly effective social media marketing strategy for just about any kind of business. The platform certainly has the kind of audiences you need, as Facebook advertisements generate about 22 billion clicks every year. However, this isn’t the only reason Facebook advertising can be so crucial to your business.
On the whole, Facebook Ads is an inexpensive platform to use, coming in at less money than other major online marketing platforms charge. It can be worth it to direct some business budget to Facebook advertisements.
But, as we said above, you will likely experience the cost-efficiency of the platform only with the correct kind of audience targeting. The site lets advertisers get extremely granular with targeting so you are getting in front of the right users and not wasting your budget. A professional Facebook advertising agency will know how to handle all this so your ads are in the best position to succeed.
One last reason that Facebook Ads can be good for your business is that the platform permits advertisers to engage in Facebook retargeting. This is the method whereby we can target audiences that have already visited your website and so are already primed to be receptive to your brand. When we target these groups of people for you, your ads’ chances of getting conversions increase exponentially.
Types of Ad Formats Supported by Facebook
Let’s get a little granular ourselves now and explain the types of ad formats that businesses can use on Facebook.
Just as they sound, single-image ads consist of just one ad image with text and a call to action. These ads might showcase a product or service and encourage users to shop now or browse all collections. Don’t be put off by the simplicity of single-image ads. They keep things direct and tend not to confuse or overwhelm users.
One effective way to capture attention on Facebook is by featuring high-quality images in your ads. The best-performing ads usually depict happy people or pets, vibrant colors, and the business’s logo and value proposition. Photo ads communicate what you want your audience to do and show users how to do it (such as by clicking the call to action).
With video ads, a video advertisement sits in place of a photo. The video should be positive in tone and clearly display the product or service you want people to purchase. Video ads can be no longer than 60 minutes and should feature captions, since many people watch ads without sound.
Facebook carousel ads take images and videos a step further by allowing advertisers to show sets of 10 images or videos in one ad. Any business type can benefit from carousel ads, but we find that ecommerce brands in particular love these ads because they can display 10 of their products in a single ad. We recommend Facebook carousel ads if you have a wide range of items you want to show your audiences.
Facebook’s canvas ads are a newer innovation that can be effective in the right contexts. These begin as image ads, but when a user taps them, they become full-screen advertisements that incorporate interactive elements meant to keep users engaged.
Users can leave when they want, but the point is to get creative with brand advertising to encourage users to do what you want. Canvas ads are best for boosting brand awareness or growing your business’s social media reach, and they are available only on mobile right now.
Facebook catalog ads run advertisements based on all the inventory you want to promote on Facebook. You can create catalogs based on your currently available items and add to them as you get more merchandise. Then, you can create ads for your inventory by selecting your catalog and product set in the ad manager. This is a great way to organize your inventory and have it ready to advertise when you need it.
Facebook Stories Ads
Finally, we have Facebook Stories ads, which run as full-screen ads in Facebook Stories. These are meant to be immersive and attention-grabbing. Facebook Stories ads support every objective that advertisers can have on Facebook Ads, including brand awareness, reach, traffic, and lead generation.
Types of Targeting for Facebook Ads
Audience targeting is where Facebook advertisements begin taking effect. Without the proper targeting, your ads won’t reach the right users, and you’ll have wasted your time. Facebook ads agency LSEO can hone your Facebook Ads targeting so you’re getting your business in front of everyone who matters to you.
Here are the types of audience targeting on Facebook Ads.
Saved audiences are the ones that advertisers manually target by inputting users’ interests, location, age, income level, gender, and preferred device. As the name implies, you can save these audiences in your business profile so you always have them.
Facebook’s custom audiences have the potential to be your highest-value audiences because they are composed of people who have already engaged with your business in some way. Maybe the users visited your website or used your mobile app.
You can use these custom audiences to retarget advertisements to those people, who are much more likely to engage with your brand again.
Finally, lookalike audiences are audiences you create based on their similarity to your existing customers. The fact that the lookalike groups are of the same age and gender and have the same interests as your customers makes them more likely to convert for you than any other audience would.
The Different Facebook KPIs
Once your Facebook ads are up and running, LSEO monitors various KPIs, or key performance indicators, to ensure they are operating at their fullest potential.
Here are the most important KPIs for Facebook Ads.
One clear indicator of how your Facebook ads are performing is clicks, or how many people clicked on your ad to be taken to a landing page. Clicks are a hard-and-fast way to see how many people were engaged enough with your ad that they wanted to visit your website to shop or learn more.
Impressions represent the number of times your ad was shown on Facebook. If one user is scrolling through his or her Facebook feed and sees your ad, that’s one impression. Measuring impressions gives you an idea of the audiences your ads are reaching.
Reach refers to the unique views your Facebook ad has received. Unlike impressions, which accumulate even from one user seeing your ad multiple times, reach calculates the number of times a new user has seen your ad.
Conversions are the actions that your Facebook ads have encouraged users to take. Measuring Facebook ad performances by conversions shows us directly whether your ads are doing their jobs by getting people to click to your website and buy something or fill out a contact form.
An ad’s click-through rate shows you how many people clicked an ad through to your website or wherever your ad has directed people. You can find an ad’s click-through rate by diving link clicks by reach and then multiplying by 100. Click-through rate is a fairly accurate way of telling whether your ads are connecting with people.
Finally, the conversion rate metric tells us the percentage of people who clicked your ad and followed through to make a purchase or otherwise complete the action you wanted. Ad conversion rates are revealing when it comes to measuring the efficacy of your Facebook ads.
Launching Your Facebook Advertising Campaign
For the uninitiated, navigating the landscape of targeted Facebook advertising can be difficult at first. You must break into a sea of competitors when you’re just starting, but knowing how to do even that takes some know-how and ingenuity.
LSEO makes the process of Facebook advertising straightforward and easy. Check out the following techniques for creating a successful Facebook ad campaign for your business.
Tailor Ads to Your Audience
Your optimum audience will vary depending on your business’s products and services. If you’ve done your market research into who tends to buy what you sell–and who historically has bought your products or services specifically–then you must make your Facebook ads appeal to your audiences.
So, how do you know how to target certain audiences on Facebook? The social media giant provides digital marketers with analytics data about users and their behavior. Advertisers can create relevant ads based on this information.
The Facebook ads manager tool allows advertisers to narrow down audiences by state, locality, or zip code. The demographics section allows ad specialists to focus on factors such as age, gender, income, and marital status. Interests are another area of Facebook analytics information. These are helpful because they provide insight into what consumers like and dislike online. Meanwhile, the engagement section has intel on what consumers like, comment on, share, and follow on Facebook.
It is not unusual for a business’s ads to appeal to more than one audience, so be sure to include as many groups as you feel necessary.
Ensure Your Ad Copy and Visuals Are Just Right
One of the basics of Facebook advertising is to create professional and enticing ad designs. Leveraging clean and appealing fonts, texts, color schemes, and visuals ensures that more sets of eyes will linger on your advertisements and not your competitors’. But remember not to go overboard, since ads that seem cluttered will only confuse and distract consumers from the message you want to convey.
Of course, the cleanest, most attractive ad design will mean nothing if it is not driven by the substance of a clear advertising message. If your consumers are unaware of your company’s purpose, it won’t matter if you have a product that appeals to them, as they could easily go somewhere else to buy it. No one will want to invest in an item if they find the advertisement puzzling or manipulative.
Ad design also encompasses visuals. As the saying goes, an image is worth a thousand words. Sometimes, that is all you need to develop a striking advertisement. A strong visual projecting your business’s brand can leave a memorable impression on consumers. It is crucial not to forget that your company’s intended message for the ad should correspond with the visual being used. Otherwise, this will make Facebook users less likely to click, and all the money and time spent on developing the advertising will have been wasted.
Incorporate a Call to Action
Undoubtedly, Facebook users will be less likely to click on your ad if it does not feature a call to action. Calls to action invite ad viewers to do something, such as “Buy Now” or “Learn More.” An ad’s call to action should be an easily identifiable goal or objective for your ad, and users should be able to tell instantly what it is.
For example, is your business trying to generate awareness, attract leads, or sell a product or service? Having no apparent message makes it challenging for customers to know what to do when they view your ad. And in this case, one fact is for certain: user confusion is highly unlikely to generate a click or sale. For a Facebook ad’s call to action, remember that simpler is often better.
Keep it Short, and Lead with Value
To the last point: it can be tempting to try to overflow your Facebook ad with information. After all, you are trying to sell goods and services to potential customers. You understandably do not want to sell yourself short.
But remember that keeping your text concise and minimizing jargon will be more effective in the long run. People reading your ad should be able to understand who you are and what you want from them.
Leading with value is important, as well. You should convey to consumers how they will benefit from purchasing your goods or services. You need to convince customers that you can meet their needs. This will also keep them coming back once they take that initial step.
Get Some Perspective
Unsure of how effective your ads truly are? This is understandable, given that business owners live and breathe their brand every day, and their perspectives can sometimes get a little stale.
An easy way to test your Facebook ads is to view your ad copy from a Facebook user’s point of view. How would you feel about the ad if you were a user? Does it make sense to you? Does it grab and hold your attention? You might find this exercise useful in developing and brainstorming new ideas for future ads.
Another strategy for learning how to craft the perfect set of Facebook ads is to run a few ads at the same time. Each ad can have the same image, but with different copy. Or play around with the visuals to see how they perform with various groups. Doing all this will show you how different messages resonate with different audiences. Check to see which ads get the most likes, comments, and conversions. Then, build even stronger ads from there.
What to Look for in a Facebook Advertising Agency
It can be challenging to find the right Facebook advertising agency that both knows what it’s talking about and is willing to collaborate on what you want to see in your ads.
LSEO is all of that and more. Here’s more on that.
Implement the Latest Trends
You never have to worry about LSEO being behind the times with Facebook advertising. Our paid media team keeps up to date on the latest in Facebook Ads innovations and knows how to implement them for you.
We succeed only when you succeed. That means we promise you full transparency on everything we’re doing regarding your Facebook ads. If something isn’t performing as expected, we’ll modify the details and always keep you in the loop.
Getting Facebook ads to convert usually calls for creative media and engaging copy. The LSEO team isn’t afraid to think outside the box to create Facebook ads that stand out from the rest for your business.
Reach New Audiences
With the right content and audience targeting, we can help your business to reach all new audiences and grow in line with your goals.