The Perfect Recipe for a Great Facebook Advertising Campaign
So you’ve heard about Facebook advertising, you’ve seen “sponsored” posts on your news feed, and now you’re thinking about perhaps giving it a go yourself. “But where do I start?” you ask.
I want you to imagine that creating a great Facebook ad campaign is like baking an amazing cake. Please refer to the method below:
1. Objective – To start off with you’ve got to decide what kind of cake you’re making, this is where you figure out what you want the objective of your campaign to be. Are you going for more of a cheesecake or a fruit tart..? There are a number of different objectives you can choose from whether it be for brand awareness, an increase in sales or to build your Facebook page community. Your campaign will be optimised based on the objective you choose from the beginning, if you’d like more website traffic you’d select a website clicks campaign or if you’d prefer to focus on building your social brand presence you might select a Page Likes campaign.
2. Understand your customer – This is the base of the cake, identifying your main clientele is like pre-heating the oven and it’s best to do it before baking to maximise results. It is extremely important that you try to understand the type of customers you have and what may draw them in. This way, you are able to target more specifically. When you target more specifically you can make your campaign more relevant to your intended audience. For example, Sally is a florist who wants to advertise on Facebook. She has identified that a large portion of her revenue comes from weddings. With this information, we can move on to the next step.
3. Target audience – This is where you add the flour to make your cake (campaign) solid. Facebook offers you a multitude of ways to target its users, from demographics and interests to job titles and life events, the list goes on. It’s imperative that you select the right people to display your ad in front of.
When you target more specifically you can make your campaign more relevant to your intended audience. For example, Sally is a florist who wants to advertise on Facebook. She has identified that a large portion of her revenue comes from weddings. With this information, she can then decide who best to target. A suggestion could be for her intended audience to include those who have set their relationship status to engaged and/or wedding/event planners.
4. Ad Creatives – This is where you add the sugar to give a little ‘sweetness’ to your campaign (you’re probably getting a little sick of this cake business right about now… moving on swiftly…) It’s important to note that the more relevant your ad is to the viewer the more likely they are to engage with your ad. Try to make your ad stand out by using bold colours, sharp headlines and engaging ad copy. If you’ve got a special offer on, put it in the text –draw people in and get them to click on your ad, and if not then at least make it memorable.
If Sally were to target engaged couples, she could create an ad specifically catered towards their situation, i.e include the headline “Planning your wedding? We specialise in the most beautiful wedding flower arrangements” or, if she wanted to target wedding or event planners, she could have the headline “Flowers make any event beautiful”. The ads would also incorporate images to complement the messaging you’re putting across.
5. Trialling and Split-testing – Like all things in marketing, there is no one right way to do things – this is the trialling and split-testing stage. This is like adding the icing to the cake; everyone has different tastes so, by trialling different flavours, you are appealing to a wider range of people. Don’t put all your eggs in one basket by solely targeting one group of people and hoping for the best, test a few different target audiences to see which is most advantageous. Trial a few different ads within the same audience to see which one is most engaging.
Facebook also offers custom audiences, which includes remarketing, custom email and phone lists (where you upload your database and Facebook will target them via their email/phone), look-a-like audiences and more, but let’s get into that another time.
If utilised to its potential, Facebook is an amazing platform to reach and acquire new customers. So there you have it, a quick method for making the most out of your Facebook advertising campaign. I hope the cake analogy wasn’t too fluffy for you!
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