Facebook empowers over 140 million businesses around the world to share ideas and make a difference. However, for brands to succeed, posting on Facebook alone isn’t adequate any longer. Notably, its ever-changing algorithm complicates the process of connecting organically with the fans.
The Facebook ad, with its micro-targeting features, simplifies this process. It lets you reach the right audience with no hassle. This feature gets your message in front of the people who are most likely to buy from you.
And, that’s great for the budget you invest in it! You only spend on the most valuable potential customers. But, at the same time, with your Facebook ad options expanding, using it effectively, and investing your budget wisely, have become crucial to take your business to the next level.
If you don’t wish to see your promotional post getting lost in a crowd, learn more about the different Facebook ad types and its targeting options before you dive in.
The 20 points addressed in this article help you get your Facebook ads on track, help you spend your budget, and give you all of the best social media content ideas. Read on for real examples that you can learn from.
Importance of Facebook Ads for Businesses
Some of the basic statistics given here explain why Facebook ads are essential for the business. One should know this to plan the 2020 winning marketing strategy and achieve success with Facebook advertising.
- Facebook houses 2.41 billion monthly active users, which is an increase of 8% year-over-year from 2018.
- 74% of high-income earners use Facebook.
- 15% of social media users in the U.S. shop on Facebook.
- An average Facebook user clicks on 11 ads per month.
How to Advertise on Facebook?
1. Facebook Ads Need Appealing Headlines and Images
When you are promoting your Facebook page, the automatic headline and image that appears can always be improved upon. The source for these is the name of the page you’re sharing and the associated featured image.
Most of the time, we don’t use an active call to action in our page titles. That’s just not what they’re for. To get the most from page shares and advertising efforts, you need to take that extra step to push people to click.
Heal, a Los Angeles-based startup has set out to transform the way we see our physician.
The copy may seem minimal, but the ad clearly explains what Heal is. The ad promises a house call by any doctor and uses compelling words like “a great doctor,” which contributes to the overall success of the ad.
Besides, it also uses subtle words like “discover” to form a sense of intrigue and hint at the potential feeling of satisfaction one could experience by using this application. This example depicts how various industries, including the medical space is embracing latest tools and technologies to reach Facebook audience.
2. Facebook Ads Should Be Used For Special Deals
When you’re spending your ad budget, you need to make sure you’re spending wisely. Spending wisely means getting clicks through to your website to make sales. The easiest way to make that happen is by sharing sales, promotions, and discounts. Who hasn’t clicked on a Facebook story to check out a deal?
3. Facebook Ads Perform Better When Customized
The most significant benefit of Facebook ads is the ad targeting function letting you pinpoint specific people who are likely to buy from your brand. You can create and target different ads for different audience segments – Facebook Ads are not ‘one size fits all’ like it is with other media. Modern Facebook advertising lets you go granular with targeting, only serving your messages to relevant users.
4. Facebook Ads Need a Well Controlled Budget
You have so many options for how your budget will be spent. Here are the first three to think about:
- Objectives (such as new Page Likes)
Facebook recommends setting an intention that you work towards. Using the ‘Clicks’ or ‘Impressions’ allows for more customization. The problem is, again, you can get lost in all of that customization.
The next options to think about include:
- Daily budget: Meaning you only spend a certain amount per day, then once you reach that, your ad spend stops. If you’re learning the ropes, this can help you keep your budget in check.
- Lifetime budget: This sets upon the budget that is spent until it’s done. You take a higher risk with this Facebook ad option, but if you know what you’re doing, it can save you time.
You have the option of editing the end date or budget of your Facebook ad campaign whenever you need to. Keep a close eye on your data the first few days to be sure you’ve selected the right option.
As part of your overall Facebook marketing campaign, be sure to have your page at the right level of likes already. There’s nothing as frustrating as spending all this money on a Facebook campaign only to get few likes on your page as people are not taking you seriously. This is why people buy Facebook Likes (not recommended), it pumps their numbers up so that pages already look successful, promoting more people to buy.
Run These Content Ideas for Your Facebook Marketing
5. Run a Contest
Contests are great as people love to share them with their friends! Your biggest goal on Facebook should always be to grow and reach more people. Including a call-to-action like ‘share with your friends so they can enter too!’ can really help your audience explode!
Maine Cottage clearly invests more time and thought into this Facebook contest. With a professionally designed header image, they’ve put the effort to run a referral contest.
6. Run a ‘Like vs. Share’ Post To ‘Vote’
This little marketing trick helps your fans have a competition that pushes your message out more. In this trick, a ‘share’ will, obviously, share your content, but a ‘like’ can also push your posts out into the Facebook feeds of the friends who like the page. This can do wonders for your page performance!
7. Run a Facebook Offers Campaign
This feature allows you to offer a deal directly to Facebook users. You can do this with giveaways and other discounts, and expect an email address in return. Don’t forget that Facebook doesn’t have to exist alone in a bubble. You can use it to grow your email marketing list too.
Use Tools to Push Your Facebook Ads
8. Use Every Type of Video
You can share Facebook videos, YouTube videos, and Vine videos with ease on Facebook. In fact, your videos will not go viral on their own; they need a social strategy and push to get going. Your plan for video content should integrate with the type of content your audience likes to share. Without your audience supporting your videos, you’ll never get anywhere with your video marketing.
(Video Source: YouTube)
The Tide marketing team produced a brilliant video idea. With a few popular Super Bowl ads, they made their own Super Bowl commercial. It’s striking indeed. Like a meme in a meme!
If you did not know, 39% of users discovered new products and brands by watching the Facebook video, according to a 2017 Facebook IQ 2017 survey.
9. Use Facebook Insights
Having your goals appropriately tracked is essential. You can never get enough information as to how well your Facebook marketing is succeeding. In fact, you may learn more about how to advertise on Facebook in this tool than anywhere else.
With Facebook Insights, you’ll be able to see your most popular posts quickly, according to:
Take this information, learn what you are doing right, and then create more content similar to it!
10. Use Tagging To Target Influencers
Facebook is full of people and pages with more influence than you. Tagging these people and businesses can push them to share with you. Not only can a share from, say, a celebrity be significant for your reach, but it can also be much targeted.
Let’s say you’re sharing an article about Dwayne Johnson. You tag The Rock in the update, he sees it and smells what you’re cooking, then shares it with his audience. Not only are you expanding your audience vastly, but you’re also extending it amongst the exact right people to read this article: Fans of Dwayne Johnson.
This tactic works for nearly anything. Keep tagging and hoping for that share from the right influencer.
11. Use Hashtags: They Still Work On Facebook!
Honestly! Hashtags work on Facebook, just not as well as on Twitter. You can use them to help you connect conversations, but I’d advise using them less often than Twitter or Instagram. Facebook users just haven’t adapted to using them.
What you can do though is look through hashtags used by competitors, or that are keywords for your business. This research opportunity can help you find content that has worked well with a hashtag, or to find successful content ideas in general.
Things to Share on Your Facebook Page
12. Share Testimonials
Your customers have always been your best advertisers. With social media, you can now share the beautiful things they say about you to a broader audience. Best of all, you don’t even have to create this content. Your customers are saying it in reviews, on Yelp, everywhere online!
AdEspresso’s testimonial style ad comes with the minimal in design, letting the testimonials of the customers speak for themselves.
Headshots, along with companies highlighted, are used as social proof to nudge Facebook users towards converting based on straightforward testament. These ads confer trust quickly, rather than ads made up of colorful graphics and large CTAs.
13. Share Your App: Mobile Is HUGE
According to Statista, an overwhelming 96% of Facebook users access it on mobile. So, don’t you think that Facebook is a great place to push your mobile apps now? I hope you do because numbers like this will definitely get your attention more than anything I can say.
14. Share Customer Content
User-generated contents (UGC) are usually engaging and doesn’t require you to work too hard! It’s excellent! To be serious, it takes some planning to create customer content that is actually shared and enjoyed. You have to thoughtfully play to the strengths of them. The first of which is everyone wants to be famous. Finding a way to allow your fans to show off their skills to earn news fans will ensure the best quality content.
Toyota’s annual “Feeling the Street” campaign is an ideal example of UGC in Facebook ads. The company collected the best user-created content from Instagram for more than six weeks and integrated it into a fantastic Facebook ad.
Toyota received over 1.2 million likes, comments, and shares across the campaign. Also, without raising the budget, they managed to gain a 440% increase year-over-year in ad engagement.
15. Share Facebook Exclusive Content
To play off the idea above, making your Facebook fans feel special, is exclusive content. Having content that you mark as exclusive to Facebook, anything from pictures to contests to video creates an atmosphere that pushes shares. Why? People want their Facebook fans to be in on the secret too!
Things to participate in
16. Participate in #TBT and #FBF
#TBT is Throwback Thursday. #FBF is Flashback Friday. These are two of the very few hashtags to really catch on through Facebook. #FBF has been the more traditional Facebook hashtag, with #TBT being more for Twitter. You can experiment and then see which works best for your Facebook advertising using some A/B testing and Facebook analytics tool.
17. Participate In Silly Holidays
Social media isn’t serious! People go on it to have fun, and you are free to participate in that fun as much as you wish. Search for popular ‘meme worthy’ holidays that are coming up, make sure they are brand-appropriate, and go nuts. You’ll be surprised at the share numbers you’ll get from these silly posts, mainly if you use the corresponding hashtag.
The example ad above from Hotel Tonight’s holiday campaign hit the nail on the head. The image immediately grabs you in and makes you laugh. This ad is relatable and festive all at once.
18. Participate in Meme Culture
Everyone loves memes. They’re a form of nonverbal Internet communication, and you can use them to help soften your PPC ads. There’s nothing like a Facebook ad that uses a meme to first get eyeballs on it as people recognize the familiar image, and then getting them to click.
19. Participate in Trending Stories, News-Jack Wisely
The next big story that relates to what you’re advertising could help you explode your reach. While you’re learning how to advertise on Facebook, know that you need both short and long term ways to grow. Trends are opportunities to share content with a short-term appeal. You can use trending topics consistently, with a new pattern each time, to create a long-term plan.
What you have to look out for is news-jacking. This is when you take a story that is entirely unrelated to your Facebook page and share it. This also applies to when you try to jump on tragic stories when you’re not really a news-sharing source. You don’t need to report on, say, Lamar Odom’s recovery if you’re a computer store. A sports store? That can work better as your audience wants to know about this former basketball player.
20. Participate in the Lives of Your Fans
Social media is all about being social. You don’t have to schedule out posts and sit back, waiting for the clicks to roll in. You can communicate with your fans, respond to their comments, and even comment on their content. The more you offer, the more you win!
Hopefully, this Facebook advertising tips served as much-needed direction if you’ve been struggling with this platform. And believe me, you aren’t the only one struggling out there. There are plenty of folks experiencing the same with Facebook marketing right now. No matter how complicated is your relationship with Facebook, the value of this media as an advertising channel is undeniable.
So why let go of this opportunity? Embrace this powerful tool to build a real relationship with your followers and improve your brand image.
Emily Johnson is a Marketing Consultant with 10+ years of experience in the execution of marketing strategies. She is interested in writing and helps SMBs and large firms with her rich experience. Currently, she heads the marketing department at Blue Mail Media, a renowned B2B data solution company based out of Irving, Texas. Connect with her on Twitter.