The Five Rules of Facebook Advertising


1.5 million businesses across the globe spend money on Facebook Advertising, but not everyone does it effectively.

If you’re ready to make a meaningful impact with your Facebook Advertising, we’ve compiled a list of five rules for you to follow!

1. Start with a goal

Every great campaign must begin with a goal. Your goal could be as simple as “I want people to watch my new commercial,” or “I want our target audience to visit our website.”

One of the best reasons to use Facebook Advertising for your business is that you have the opportunity to completely control what the user does. By starting with a goal in mind, you can regulate the outcome of your campaign and see ROI.


2. Type of Ad

Once the goal is established and written down (seriously—write it down!), you’ll easily be able to select which type of Ad you’ll use to drive your campaign’s results. Here are a few types of Ads and how you can best utilize them:

Lead Generation Ads. Why? Lead Generation Ads help to not only advertise a specific offer, but to also bring direct leads to your team, including the purchaser’s name, email, phone number, zip code and other custom information

Website Ads. Why? Website Ads on Facebook are a cost-effective way to send targeted traffic to a specific point on your website or landing page. The goal is to send potential customers to a form on these pages to capture their data and convert them to customers

Video Ads. Why? More video is watched on Facebook than any other type of content. Capitalize on the power of video by using videos as compelling content to draw customers in and frame your brand story. Remember to always start with a dead shark moment, too!

Page “Like” Ads. Why? Page “Like” Ads help to consistently encourage your target audience to “like” your page, effectively growing your messaging platform


3. Audience

The next thing you need to think about is your audience—who are you targeting with this campaign? When working with Facebook Ads, there are endless opportunities to narrow down your audience to a specific group of people that will take action and convert.

Start by looking at age and location, then narrow it down further by targeting people’s interests, behaviors, education level, household income and more. The more specific you can be, the higher the chance of conversion. Plus, only 45% of marketers are currently utilizing these features!

 

4. Budget

Once your audience is defined, it’s time to figure out exactly how much you’ll be spending. Go to your Ads Manager account and you’ll find a tool on the right-hand side to help evaluate how many people you’ll be able to reach with certain budget amounts. For example, you’ll reach more people in your target audience if you run a two-week campaign with a lifetime budget of $200, rather than running the same campaign with a daily budget of $5.


5. Analyze & Optimize

One of the best parts of Facebook Advertising is the ability to analyze and optimize your campaign. From looking at basic numbers like reach, frequency, impressions and clicks, you’ll also be able to evaluate more specific metrics like what percentage of your video was watched, what type of device people interacted with your Ad on and where they saw the Ad (Facebook newsfeed, Instagram or even Facebook’s Audience Network).

Take a look at the data as a whole, then split it up into manageable chunks, to really evaluate what parts of your campaign performed well and what didn’t. To take your analysis one step further, also look at the data in comparison to the Google Analytics tracking on your website. If 500 people clicked on your Ad, what did they do once they got to your website? Having this extra layer of data analysis will help to really evaluate your campaign’s success and ROI.

 

TAG’s Social Media Experts

If all this talk about advertising is still having you questioning whether a boosted post or a lead generation Ad is best for your goal, give TAG a call! Our team of social media experts know the ins-and-outs of Facebook Advertising, and can take your goal and create a meaningful Ad to drive ROI for your business.