Facebook Paid Ads…3 Keys to Better Performance
Facebook remains the most popular social media platform on the planet with more than 2.8 billion monthly users, Most marketers think of Facebook as a way to build awareness or just to target consumers. However, Facebook is highly measurable and can perform well for b2b marketers too. The key to good performance for both b2c and b2b marketers is to effectively use Facebook’s tools and technology. In this blog, we’ll highlight three key techniques.
- Frequency – Tag your site with Facebook pixels and target those same visitors when they come to Facebook.
- Segmentation – Use Facebook Audiences to find “lookalikes” for your customer base.
- Optimization – Identify relevant metrics for your organization. Watch each campaign’s metrics. Cut the poor-performing programs and invest in strong campaigns.
You don’t need a massive budget to get started and Facebook advertising tools are easy to use. So let’s dive a little deeper into these three key steps to managing a Facebook paid program.
Increase the Frequency That Your Current Prospects See Your Message
When you are tagging your website with Google Analytics, including a Facebook pixel. Wow, that sounds really complex, but it’s fairly easy for anyone with mid-level tech skills. With the pixel, you’ll be able to “retarget” (show your ad on Facebook) to those who have visited your site. People who visited your site are the most likely to take action. It’s possible to run different campaigns based on different pages seen by visitors. You can refine even further by including or excluding people from certain campaigns based on connections to your pages, apps, or events, such as webinars.
By showing your message more frequently to a prospect you increase your chances of achieving your goals, whether that is gathering a lead or purchase. In addition, by creating highly relevant ad creative that relates to the pages they viewed or events they attended, conversion can increase.
Use Audience Segmentation to Find New Prospects
With Facebook audiences, you have the ability to create and define audience sets, to target new people similar to your existing customers and clients. Again, you can include and exclude parameters such as locations, age, behaviors, interests, and gender. One of the easiest audiences to create is a “lookalike” in which Facebook shows the ad to customers that match your customers’ and clients’ interests. This simple audience selection can perform especially well for b2b prospecting.
Optimizing the Budget
There are many ways to track success, such as:
Here you can look more in-depth at Facebook’s recommended metrics for conversions. Regardless of which metrics you choose, you will eventually create a “return on advertising spend” or ROAS. It’s important to look at your individual campaigns and see which ones are working so you can optimize your budget and keep the winners while dropping those campaigns that are not performing. For example, your campaigns to prospects that visited your site, maybe performing better than lookalike audiences. So you may want to increase the frequency of messages to that group. You can easily set budget limits so you control your campaigns at all times in order to determine optimum spending.
How Agencies Can Improve Facebook Performance
A strong advertising agency understands your business and can help you navigate the science and art that are required to be successful with a paid program on Facebook. They will help you refine your frequency, segmentation, and optimization. Plus they can help develop engaging creativity such as video, gifs, photos, and more. Agencies also can help you manage the balance of paid Facebook versus organic (unpaid) Facebook programs.
Facebook’s powerful reach can give your brand a boost in visibility. If you are thinking about leveraging this powerful medium, James Ross Advertising is ready to help you. Contact us here today and let’s get started.