Anyone who takes a look at current marketing trends will undoubtedly notice that Facebook Advertising is quickly becoming one of the most relevant advertising platforms. With unprecedented targeting abilities and assistance from Facebook’s own algorithms, companies have seen extraordinary results from Facebook ad campaigns.
Don’t be fooled though. You won’t experience such incredible results if you try to fake your way through your Facebook ad campaigns. It takes an effort to do it well. The four keys to a successful Facebook ad campaign are setting goals, specific targeting, using the Facebook Pixel, and always testing crowds.
If you have spent any time in advertising, you know that specific goals always accompany an advertising campaign. It is no different with Facebook advertising. Pre-set goals are the backbone for measuring the effectiveness of your Facebook ads. It is impossible to know the success of your campaigns without goals, and it is downright foolish to run even the simplest of ads without a goal in mind.
So what are valuable goals to set? Goals will differ between companies and campaigns, but the one acronym to always keep in mind is SMART. Anyone who has taken a Marketing course at any collegiate institution in the world knows what SMART stands for: specific, measurable, attainable, relevant, and time-bound.
Specific goals clearly state what is wanted. They are clear enough that even an outsider could understand what you are aiming for.
Measurable goals deal with information that can actually be gathered. Think quantitative data.
Attainable goals are goals that your business would be able to achieve. “Make one billion dollars” would be a fun end result for your ad campaign, but most likely not an attainable one.
Relevant goals align with the overall aspirations of the business. If your business doesn’t have goals yet, you need to set those before you start any kind of advertising.
Time-bound goals have an established beginning and end. Campaigns can be any length, but it should be planned ahead of time.
With those goals set, you will be able to analyze the success of your campaign after it is all said and done. Implement that analysis to assist future campaigns in being even more efficient.
One of the most unique aspects of Facebook advertising is how incredibly specific companies can be with targeting their audiences. Just think about it, nearly every Facebook user likes, follows, or engages with the companies and pages that they love. Advertisers can use that information to put ads in front of people that want to see them. All social media users have essentially filled out a survey of their favorite products and services for advertisers to use. It is simply unprecedented.
The main thing to remember when targeting ads is the more specific you can be, the better. Facebook’s algorithms can do a great job of targeting people who are “likely to move” or “business travelers” for sure. Still, the algorithms are bound to end up placing your ad in front of folks who don’t apply. Instead, you can pick to target your ad to people who like “The Flash (TV show)” or “Better Homes and Gardens (magazine).” Those will definitely end up being more accurate because those things are actual pages that people have knowingly declared interest in by liking them on Facebook.
Specificity can bring your ads in front of people who really care. Online ads used to be a grievance to people. Now, Facebook users are less grieved by the ads because they target their interests so well.
The Facebook Pixel
Imagine if people who advertised in magazines could have a real-time database of people who responded to or engaged with their magazine ad. Or imagine if television advertisers could choose to only air their commercial to people that have purchased their products in the past. Marketers would be all over that kind of technology. That’s exactly what we have in the Facebook Pixel.
Still, many people disregard the Facebook Pixel as too complicated for them. In fact, when I see a Facebook advertisement, I almost always check if that company has their pixel installed on their website (using the Facebook Pixel Helper plugin on Chrome). At least half the time, there is no Pixel installed.
The Facebook Pixel, when installed in your website’s code, gives Facebook access to monitor the traffic on your page. Facebook then uses that information to tailor your ad placement to an even more accurate crowd. Additionally, you can use information from your Pixel when generating Custom Audiences and targeting your ads.
The Facebook Pixel is revolutionary in the advertising world. It takes some effort to figure out and to implement effectively, but anyone who does not utilize the power of the Pixel in their Facebook ads is a fool. There are countless videos, articles, and webinars teaching how to use the Facebook Pixel, and investing time there could bring your Facebook ads to a new level.
The ability to turn your campaigns on and off in a second’s notice makes Facebook ads unique. Use this to stop your ads from delivering to unresponsive audiences and to focus your ad spend to users that are responding. This is important to note when creating your ads and ad sets. It is best to have numerous ad sets to deliver the same ads to different audiences. Often times, these audiences should vary by only one component; it could be age, gender, placement, geography. etc.
After your ads have been active for a short while, it is important to analyze the response (based on the goals that you set, and the results reported by the Facebook Pixel). At this point, turn off the audiences that are not yielding results, and bump up the ad spend for the audiences that are working. In doing so, you will see the effective audiences’ results grow exponentially.
Establish a few times throughout the rest of the campaign to go back and adjust the active ad sets. Through Facebook’s algorithms and your efforts, the ads will continually get placed in better places and your results will reflect that.
As you can see, Facebook advertising truly does offer incredible features that no other advertising platform ever has. Faking your way through Facebook ads could potentially do more bad for your business than good. Make sure to follow these four keys and be intentional with every ad you run. Your results will parallel your efforts.