Getting the Most Out of Your Facebook Campaign
With over 1.23 billion daily active users, Facebook is by far the most popular social media site today1. According to a recent Pew Internet & Technology report, nearly eight out of ten Americans who use the Internet are on Facebook and its users cut across demographic lines, making it a perfect medium for advertisers2. With the introduction of the new Facebook Business Manager, placing ads and measuring results is easier than ever. There are some common mistakes, however, that you should avoid.
1. Wrong Type of Ad
Simply boosting a post from your Facebook business page may drive engagement, but taking advantage of the tools available in the Facebook Business Manager will help you fine-tune your ad and better target your audience.
- Brand Awareness: These ads are designed to appear often, engage viewers longer, and keep your business in front of qualified buyers.
- Clicks to Website: Are you trying to promote your website or sell a product or service? Clicks to Website ads are designed to drive traffic away from Facebook and onto specific pages or sections of your website.
- Lead Generation: Facebook Lead Generation ads can include forms directly within the ad, collecting contact information from potential customers without the inconvenience of multiple clicks.
These are just a few of the ad formats available to better target your audience and increase results. More can be found at the Facebook Business Ads Guide.
2. Ads that are Not Mobile Friendly
Facebook ads do not only appear in the timeline. Does your ad image contain text? Can it be read in the sidebar? On a mobile device? The Facebook Business Manager can provide you with previews of how your ad looks in the Mobile and Desktop News Feed, the sidebar column, Instagram, and the Audience Network.
3. Poor Targeting
Facebook ads can be targeted by location, gender, age, job, special interests, and many other criteria. Through a Facebook remarketing campaign you can even schedule your ad to appear within the timeline of people who have recently visited your website, reminding them again about your product or service, or create a lookalike audience based on the interests and demographics of people who have visited your site. By properly targeting your ad, you can avoid paying for unproductive clicks.
4. No Call-to-Actions
Remember that your ad viewers aren’t finding your message as the result of a search. They are browsing social media and your product or service may not be top-of-mind. Make sure that you provide a clear call-to-action telling them what to do. Examples include, “Download Our Report” or “Make Your Reservation Today.”
5. Irrelevant Landing Page
Once you have the viewer’s attention it is important that you direct them to a page that is clearly related to your ad content and call-to-action. Also be sure to include a short form to collect their contact information. Don’t simply link to your Home page and expect your visitor to find what they need.
We would welcome an opportunity to talk with you about the many ways you can grow your business and increase results and invite you to call us at 301-791-2622, toll-free at 1-800-706-1191, or drop us a note.
