Top 14 Tips For Maximizing Your Facebook Advertising Campaigns.
#1: Choose your images wisely.
Each element of your advertisement is important and that includes your graphic or image. Make sure the image is relevant to your business and your advertisement. Consider choosing images that help strengthen your brand. Above all else, test and track your images to see which ones perform best. Many marketers find that their click through rates (CTR) will plateau and a change in their graphic will help renew interest and boost CTR.
Use a highly relevant graphic. Don’t make the mistake of slapping a kitten onto an ad about getting rid of cellulite. Remember, you want genuine click-throughs and engagement – not just “Likes” – and you are going to annoy people into immediately aborting their visit to your page, if your ad is brazenly misrepresented with a completely irrelevant graphic.
This also goes for graphics which inadvertently contain details or elements that “undo” your main message, so do consider your potential images carefully. For example, if you are creating an ad for your family’s new Day Care center, don’t pick the first “happy kids playing in a yard” photo you see: Look for details that negate the “happy” message, such as:
• The wrong colors – e.g. all the colors are dark and gloomy, the sky looks as if it’s about to rain;
• Disturbing elements that don’t belong – e.g. a frowning man peeping out from behind a tree (rather than a happy dad smiling over the fence, dressed in the same shirt as his little boy to let viewers know, beyond a doubt, they’re related);
• Distracting elements – e.g. something showy or incongruous, such as an elephant walking down the road behind the yard in which the children are playing. People would be so busy wondering what the elephant was doing there that they would miss the point that your daycare playground area is a happy, safe one.
Use a simpler graphic with large elements. This is especially true if your ad is going to be designed with mobile users in mind. Remember, Facebook ad graphics are small: Three or four happy children may send a stronger message than fourteen or fifteen, in our Daycare Center example. Even one child tossing a ball with a smiling adult could be effective.
#2: Work on your headline.
It has often been stated that your headline is 80% of the effectiveness of your ad. Understand that one headline you create could have 20 times the effectiveness of another headline. And which headline will be most effective? Actually, you will likely not even be able to tell unless you test various headlines. This is the key.
Your headline has only one purpose at this point—to get the reader to click on it. You must get their attention! A good headline might even begin like this: “Attention Mothers!”
If possible, promise a benefit, either in the headline or the tagline where you have more freedom with the number of characters.
#4: Read the guidelines first
When you create an advertisement on Facebook, it isn’t immediately approved. Facebook needs to review it to make sure it fits their guidelines. Review the guidelines here: http://www.facebook.com/ad_guidelines.php.
Next, review the list of common mistakes, as they relate to the published guidelines, here: http://www.facebook.com/ads/mistakes.php. Common mistakes include publishing your ad in ALL CAPS.
#5: Use keywords in your ad copy.
What keywords are you targeting? Make sure you use them in your copy, too. Keywords attract the attention of your target audience. They motivate click-throughs and ensure your prospect has a positive connection to your ad.
#6: Keep testing your ad for continued optimization.
Don’t be afraid to change it up. Test various headlines, calls to action and images. One ad might bring you a 1% response, but another you test will bring you a 2% response. You don’t know until you test. And you can’t continue to improve and optimize your business unless you make testing a regular habit.
#7: Grow your brand.
You might consider a weaker call to action on your Facebook ads. Why would you do this? Because often when you’re starting out, you can’t afford to pay for many click-throughs. Therefore, if you have a weak call to action, at least you will have your ad seen by many people in your target group and this grows your awareness in their eyes. But since they will be less likely to click on your ad, it won’t cost you as much.
Top 14 Tips (1 - 7)
#3: Use your data.
Facebook provides an abundance of information to help you achieve the best results possible.
You have access to:
• Standard metrics like Impressions (the number of times your ad is shown) and Clicks (the number of times your ad is clicked)
• Demographic metrics about the people who are clicking on your ad like age, gender and location
• Profile metrics about the people who are clicking on your ad like interests, favorite movies and books
• Conversion metrics