With more than 2 billion active, engaged users visiting Facebook every day, you can still launch an extremely profitable campaign in 2020 using the best Facebook ads strategy specific to your business industry.
In the second quarter of 2019 alone, more than $16.6 billion dollars were spent on Facebook advertising.
If you want to compete for visibility online, advertising on Facebook is a great start.
But there are a few crucial Facebook marketing strategies you must master in order to reach your target audience and start getting massive returns on your Facebook advertising investment.
So if you’re interested in learning how to make money with Facebook advertising, we’ve put together this quick 4 step guide to help get you started on building the best Facebook advertising strategy for your company.
First off, it’s important to understand that there are many types of ad objectives on Facebook that are designed to achieve a specific outcome you want from your advertising campaign. For example, you can get people to install your app, increase brand awareness, or increase leads or sales for your business (technically referred to as conversions). Choosing the right objective is one of the most important first steps in learning how to do Facebook advertising the right way.
Step #1:
Choose Your Facebook Ads Objective
The first step you need to take in learning how to create a winning Facebook ad campaign is to choose the right Facebook ads objective.
Decide what goals you want to achieve from your campaign, and select accordingly. Here are the 6 most common objectives:
1. Traffic
The traffic objective should be used when you want to drive clicks to your website or landing page to get prospects to read or view your content.
2. Conversions
The conversions objective should be used when you want to drive leads or sales from your product or service. It is optimized from the data that Facebook receives from your pixel. To maximize the effectiveness of this objective, it is recommended to have a consistent amount of conversions from your campaign.
3. Video Views
The video views objective should be used when you want to drive more views on your video content. One of the best use cases with this objective is the ability to create custom audiences from people who viewed a certain percentage of your video content so you can remarket to them.
4. App Installs
The app installs objective is used to drive more installs of your mobile app. Facebook knows which of their users are more likely to install mobile apps and this objective targets a greater percentage of these prospects.
5. Messages
The messages objective is used to drive conversations with prospects via Facebook messenger. This objective is excellent for explaining your value proposition to prospects, especially if you are new to the market.
6. Lead Generation
The lead generation objective is used to collect contact information from your prospects through a native lead form.
Once you’ve decided on the goal of your campaign, you can then select the appropriate audience that best matches your target market.
Step #2:
Define Your Facebook Ads Targeting Audience
When targeting cold audiences on Facebook for the first time, you can select their demographics (such as age, gender, job title, and financials), physical location, niche interests, and purchasing behaviors. If you have a list of opt-in emails, or an engaged group of warmed up prospects who have recently visited your website or watched your video, you can take advantage of custom audience targeting. All of these targeting options give you the opportunity to reach the most qualified prospects who are most likely to show interest in your product or services.
As an example, if you have a local company based in Seattle, it typically won’t make sense to advertise to people in New York City. Additionally, if you’re selling sportswear for example, you will reach a more qualified audience by targeting those who like sports, or a local sports team. This strategy is known as related interest targeting.
Step #3:
Writing Your Facebook Ad Copy
Ad copy is extremely important in building out a successful campaign.
Your ad should be visual, relevant, valuable, and have a clear call-to-action.
It should be visual because images and videos always pull attention first. They will immediately stand out on someone’s newsfeed because our brains scientifically process images and video 60,000x faster than text.
Copy that is relevant to your audience demonstrates how much you understand your prospects’ needs and desires. If you can speak directly to your audience in this way, you’ll convert more leads and sales.
Your copy should always position your offer as something valuable that help solve your prospect’s pain point. By making your target audience shine in the story, it is more likely that they will take action.
Last but not least, your call-to-action helps your audience what to do next. Whether it is filling out a leads form, watching your webinar, or calling you over the phone, your ad should have a clear set of instructions on what to do next.
Step #4:
Set Up Your Facebook Campaign Budget Optimization
Before launching your ad, you need to decide how much you’re going to spend on the ad and how long you want it to run. You have the option of choosing a daily budget or a lifetime budget. The Facebook Ad Manager has a few built-in tools to help you understand how many people the ad is expected to reach, estimated clicks, and estimated video views depending on your overall ads budget.
It’s Time To Launch!
After all this is finally set up, it’s time to launch the ad. Before it goes live, Facebook’s moderators will approve it as long as it fits within their guidelines. For more detailed information on Facebook’s advertising policies, visit this page.
When your ad is finally up and running, make sure to keep checking in and evaluating the success of your campaign… don’t just “set it and forget it.” You should constantly be evaluating the metrics of your campaign to understand what’s working and what’s not.
