Facebook advertising can and will significantly help drive brand awareness and grow your business, making people aware of what you have to offer. Facebook boasts two billion monthly active users. It’s important to find out how you can leverage the platform to drive action and conversion.
Many businesses and agencies offer social media management as a service. However, we believe that you need to understand how Facebook works and the types of ways to leverage its various algorithmic products if you want to get the most return on investment using Facebook as a way to reach your prospects and customers.
Businesses can use Facebook to:
- Create social engagements and conversations
- Reach your target customers by age, interests, behavior, and location
- Retarget visitors to your website but didn’t buy anything or leave their information
- Drive sales and revenue by promoting your products or services on Facebook
There are lots of step-by-step guides out there for how to get started with Facebook Advertising. However, most people fail to realize that, just because you put an ad together, it doesn’t mean that people will click right away to shop or buy.
There is a misconception that Facebook Ads are a “cure-all” or “magic bullet.” The real key here is to build a following and continue to improve upon your targeting parameters to get the most value out of your advertising efforts. Let’s get into the 3 easiest steps to accomplish this.
How to Grow Traffic With Facebook Ads
- Use Facebook Manager tool
- Design ads to target audience
- Continuously improve efforts
1. Use the Facebook Manager Tool
There are two ways that Facebook ads are set up. The first is Ads Manager. This is strictly for managing and creating campaigns. You can create ads and boost existing posts to a variety of audiences, but the functionality is limited.
The other option, Facebook’s Business Manager, is a slightly more robust platform that allows you to customize access levels, write longer form ads, and set up more in-depth targeting parameters, like in the screenshot below.
In addition to using the tools above, we suggest that you connect your website to Google Analytics to measure the performance on the ads.
Or if you’re setting up an event, make sure you embed tracking pixels on the pages. That way, you can measure conversions across devices, optimize delivery of the ads, and even create custom audiences from website visitors.
2. Design and Set Up Ads to Target Audience
Once you have all the right technical infrastructure in place, it’s time to design and set up your ads.
First and foremost, we recommend that you review your business objectives. Depending on where you’re at in your business, you’ll want to adopt different types of tactics.
For example, if you’re an author who has just written a book, Facebook is a great way to set up a Public Profile or a Group, then promote the content to the group. Or maybe you’re opening up a restaurant or coffee shop. You’ll want to target people who just “happen” to be nearby.
How about if you’re running an event and people visited your event page but didn’t sign up? You can also use ads to jolt their memory to re-engage them.
Design Your Ads
Facebook is able to place ads across its various platforms such as Instagram, Facebook Messenger, WhatsApp and Facebook Stories. The ad format varies, depending on how creative you can be with your design.
Typically, there are the following types of ads: Single Image, Slide Show, Video, Collection (best for product catalog), Carousel, Offers, and Lead Generation Ads. Our favorite tactic here is to look at brands that you like and see the type of ads they are putting out to get inspired.
Target Your Audience
When it comes to Facebook ads, 50% is your ad design and the other 50% is serving it to the right people. Facebook has one of the most targeted forms of advertising. You can reach your exact audience if you know how to target them correctly.
You should typically start with getting page likes. First, you’ll set up a Facebook Business Page and start creating content. Next, invite people (maybe family and friends to like the page). Then you start boosting or promoting organic content to get more traction and engagement.
Once you have a good following, you can target Friends of Fans, those who are friends with people who already like your page. Another great strategy is to target people who are fans of similar pages. You can set up these types of ads using Facebook Business Manager.
If you have a mailing list or people who have opted-in for your product or service, Facebook can also help find lookalike audiences, by filling out the fields pictured below.
By selecting your “lookalike source”, “audience location” and “audience size” like above, you’ll be able to target more relevant people. This means the algorithm will serve the ads to new people who are similar to your best existing customers and likely to be interested in your business.
3. Continue to Improve and Manage Ads
You can’t manage what you can't measure. Being able to hire a professional or educate yourself on performance benchmarks and best practices allows you to get the most out of your Facebook ads.
While Facebook boasts two billion monthly active users, it does not guarantee that you will be able to drive action and conversion. The key is to understand your audience and how to speak to them. Find out what drives them and what motivates them.
You can start by getting them to take action by sharing or liking your content. Have them tag a friend who might be interested in your content. Giving them valuable resources in exchange for their support is critical to being able to succeed in the long run.
Know Your Numbers
Based on median benchmarks, advertisers pay $1.23 per click. When it comes to industry benchmarks, studies show that the most optimal frequency is 1.8 to 4 times for optimal performance. There are also industry standards across apparel, auto, home improvement, finance and insurance, education, legal, etc. easily found online.
Improve Your Ads
Remember, the process of improving ads isn’t always linear. Maybe you got your cost per click down but it’s not reaching the right target audience. You can get people to click, but not make any other action once they’re on your page.
Everything you do needs to be measured, not just on the ads dashboard itself. This involves knowing your customer’s journey. Also, once you’ve converted a customer, it’s important to create an exclusion list so that they don’t see “awareness” type creative that isn’t relevant to them anymore.
The good news is, you’ll almost instantly get results. When we run Facebook Ads for our clients, we check daily to see how their budgets are applied. We know right away if a creative is hitting the right people. We can pivot and adjust every few days with as little as $10 to $30 per campaign.
Use Facebook Ads to Drive Brand Awarness for Your Target Audience
Facebook advertising can and will significantly help drive brand awareness and grow your business, making people aware of what you have to offer. Hopefully, by implementing these simple steps, you can start to see concrete results for your efforts.