5 Tips to Creating an Amazing Facebook Ads Strategy
In the aftermath of the new Facebook algorithm update, a paid advertising strategy is going to work wonders in taking your content farther this year. The great thing about Facebook ads is it can and will fit any advertising budget so it doesn’t matter if you’re a large corporation or a small mom-and-pop shop, you can create a strategy that works for you.
Staying relevant this year is going to require more than just killer content (although that still is very important.) The new algorithm has already started de-prioritizing organic content from businesses as well as clickbait type content to favor what it thinks we’ll prefer (posts from friends and family, etc.) This is great in the quest to make Facebook more meaningful and intentional, but not so much for businesses that have gained a lot of traffic from their own organic content. The truth is, Facebook advertising isn’t something you’ll be able to ignore this year, but it doesn’t have to be scary or overwhelming.
So let’s look at a few ways to make the most of that big (or small) Facebook marketing budget this year:
Figure out who your target audience is
It doesn’t do much good to target anyone and everyone, and you’ll find this will drain your marketing budget fast. Depending on how your ad is set up you’ll be charged by either how many impressions your ad gets, link clicks or conversions. A single cost-per-click is typically low but trust us… it adds up. So focus your attention and money on who you’ll get the most return from. You’ll want to have an understanding of who your target audience is for your company before setting up any ad campaigns.
Have a great story to tell
It’s not enough to just put a bunch of money behind an ad that hasn’t been thought through. You may know exactly who your target audience is but it doesn’t matter if they’re missing the message you’re trying to promote. Your content needs to be intentional and focused if you want it to create a connection and deliver the right impact to the right people.
Monitor your ad’s performance and make adjustments in real time
The Facebook ads manager allows you to view how your ad is performing in real time and make adjustments if necessary. You may not get it right the first time and that’s okay, just be sure to keep up with your ad’s progress. Making updates halfway through is a lot more efficient than waiting until the end when your budget is already spent. Trying to figure out what your audience likes is basically just a lot of experimentation based off of some facts you know about them, so play around with it and see what works. With Ads Manager you can also set up an A/B testing and deploy two different ad campaigns to see what hits home more with your audience.
Track the right metric for your business
How are you measuring the ROI for your social media advertising? Do you want more leads? Engagement with your posts? Page likes? Newsletter signups? You’ll want to know this beforehand because this is how you will determine if your ad strategy is working or not.
Think long term
It can be so easy to just start throwing money behind posts and hoping for the best, but in order to create a sustainable strategy you have to think forward. Put some thought into it and create ads that reflect the personality of your brand and truly connect with your audience. Ads like that will be powerful in the long term as well as in the now.
Starting to advertise on Facebook doesn’t have to be overwhelming, just be sure to do plenty of research and prepare a thoughtful strategy. If it doesn’t go like you thought it would the first time around, make adjustments and try again! Facebook can be a very useful tool for promoting your business.