It is now estimated that 6 million companies are using Facebook Ads , whereas there were “only” 3 million two years ago ( Forbes figures ).
Yet a majority of startup founders and CEOs say Facebook ads aren’t working for them, even though it’s a major spender in their marketing budget. How to explain such a feeling of failure when the investments are there?
Well, because advertising on Facebook seems very simple at first glance, but it actually has a number of pitfalls and a multiplicity of options that require an investment of time and effort to learn, understand and strategize . methodical . Here are some tips to help you become more efficient.
1/ Be as specific as possible in targeting
This target audience can be broken down into two categories: the “warm” audience , who already knows you, and the “cold” audience , who has never heard of you. An advertising campaign tends to generate more engagement from a “hot” audience, already familiar with your offer and your messages.
Targeting this “hot” audience is called “ retargeting ”: in other words, advertising to people who have already shown an interest in your offer. Thanks to its tools, Facebook allows you to reach:
the contacts of a customer file via their email (pay attention, however, to the GDPR rules );
visitors to your website using a tracking Bulgaria Phone Number List pixel. Knowing that 90% of visitors to your website never return and that 7 out of 10 people abandon a shopping cart before finalizing a purchase, it may be appropriate to send them a reminder! ;
your own followers on Facebook. The algorithm hides the majority of your posts from your fans. Also, targeting those people who are already highly interested in your business is a smart strategy.
As for cold targeting , the one offered by Facebook at first glance is extremely broad:
targeting – cold.png
Source: Le Journal du CM
Again, it’s up to you to optimize: start by targeting fans of a Facebook page with an offer similar to yours. You can also use the ” similar audience ” campaign targeting tool: Facebook will target people with similar sociodemographic data to your page’s fans.
2/ Choose content that works
The Facebook algorithm values content that generates interactions , but no content engages users more than video . When they “scroll” along their news feed, the videos are automatically triggered, creating an animation and capturing the attention of the Internet user. It is therefore more likely to stop on your post if it contains animated content. But be careful, also adapt to the way they consume the video to be as efficient as possible:
85% of Facebook users watch videos without sound (source: Digiday).
Subtitled videos have a 12% longer viewing time (source: Facebook).
Make sure that the key message of your video is understandable without sound, but also that your subtitles are visible, well calibrated and clear!
Facebook Live (the equivalent of live stories on Instagram), first used by celebrities and influencers, is a real success. It is therefore also a good way to get closer to your community. According to Facebook:
20% of videos on Facebook are Lives.
Lives generate 10 times more comments than other videos.
Finally, the annual digital report published by We Are Social and Hootsuite is unequivocal: video is far ahead of other content in terms of engagement!
Buzzsumo also sheds light on the most effective formats:
3/ Define the objective of your campaign
Facebook offers you a choice of 10 campaign objectives, sorted into 3 categories: awareness, consideration, conversion . This selection Gulf Phone Number is problematic because you don’t always know which objective is the most appropriate for your post.
Objective of your campaign2.png
Source: Click Power
Familiarize yourself with each type of lens before choosing the one that suits you best!
4/ Analyze your results
Tracking is essential to a campaign’s success, and it’s easy to use with Facebook’s automation tools. The Business Manager tool in particular allows you to see at a glance which of your posts have worked best and to be able to draw conclusions. Look at the comments of the people affected, but also the conversion rate linked to your campaign. Do not hesitate to test various targeting and types of posts in an iterative “ test & learn ” approach. This is the best way to move towards a winning strategy.