The following Facebook advertising secrets and strategies can deliver some great marketing results if implemented properly. Despite the fact that Facebook is the most versatile social networking platform for promoting your business among your target audience, it is not easy to master the Facebook “Ad” engine. While Facebook offers immense opportunities for targeting your audience, it is still full of untapped potential that even some experienced marketing professional will be surprised to discover. These secrets are all related to the Facebook advertising techniques and if revealed they will surely help you in understanding the some vital steps required for promoting your business successfully through Facebook. Here are the latest Facebook marketing secrets that you must know for using the Facebook advertising engine effectively.
- Test Ad Variations To Discover The Best
I can not stress this enough. Never assume anything. Always test everything. No matter what your level of expertise is or how long you’ve been advertising on Facebook, always test both your ad’s design and targeting. Every time you’re creating a new campaign, take the time to come up with at least 4 different Facebook Ad Designs and then test each one. For example, you might test two different images with two different copy texts (2 images x 2 texts = 4 variations). In my opinion and based on experience, this is the only to discover what works best for your business.
- Test Different Ad Placements
Even without being told, you know that different Ad placements will definitely yield different results. But how do you find out the best? It goes to the point already made above. Without testing there is no way to make 100% accurate identification of what works more than the other. In terms of placement, you can test desktop newsfeed vs mobile newsfeed, this is the most popular or boosted post vs sidebar placement. You can also test video ad types as well.
- Target Look Alike Audiences
This feature allows you to create a similar audience with similar interests as the custom audience you created. Lookalike audiences let you reach new people who are likely to be interested in your business because they’re similar to a customer list you care about.
When you use Custom Audiences, you can choose to create a lookalike audience that targets people who are similar to your Custom Audience list. Lookalike audiences help you reach people who are similar to your current customers for fan acquisition, site registration, off-Facebook purchases, coupon claims and brand awareness.
- Custom Audience Retargeting
Facebook has folded a latest feature to assist the advertisers in retargeting their existing customers. Known as Facebook’s custom audience, this feature will allow you to know who have visited your website via a Facebook advertisement.
The custom audience feature allows the advertisers in targeting their advertisements with their exact audiences with whom they already hold a relationship. It helps the advertisers in finding their existing audiences among all other target audience and this custom audience can be created with the help of an ads creation tool or Power editor. With this, you can plan specific offers and discounts for people that just visited your website with a specified duration.
The main benefits for advertisers of using “Facebook’s Custom Audience” feature are:
- They can match their current customer’s list with the overall Facebook users’ list by using the email addresses saved in the email list.
- They can easily reach their highly engaged customers by using this customer’s list, which is important for them for standard retargeting of those customers.
- Leverage Buyer Persona In Ad Copies
This is one of the widely forgotten Facebook advertising secrets. Most businesses have different sorts of customers with different needs. By creating Buyer Personas, you not only improve your Facebook Ad Designs but you serve your customers better, overall. For each potential customer type, write down a persona. Man or woman? Profession and job title? What’s the biggest problem s/he’s hoping to solve by using your product or service? Once you’ve created your buyer personas, design a Facebook Ad (paired with laser-focused targeting) for each one, directly addressing their pain points in your Ad copy. Here’s an example of two potential AdEspresso Ads, one aimed at Startups and one aimed at Media Agencies:
- Clear Call To Action
Adding a Call-to-Action to your Facebook Ads might not increase your click-through rate or make your ad more engaging but it’s likely to improve your overall conversion rate and decrease your cost per conversion. Why? Because a good call-to-action decreases friction. If some visitors click your ad and arrives on your landing page, they won’t need to waste time figuring what to do next. He’ll already know and quickly proceed to perform the desired action. They’ll know because you’ve prompted him in your Ad with a Call-to-Action like “Download our eBook…,” “Subscribe to our newsletter for a chance to win…,” “Take the survey and receive $10 off…,” etc.
- Use Matching Touch Buttons
Why did I call this touch point? Well, because matching your offers, ad copies and the specific emotional or rations concerns of your target audience affect conversion rate. We think we’re intelligent animals who always act rationally but that’s only partially true. Our emotional side has a lot to say when it comes to buying. A simple list of product features might convince the rational self in some users but has no effect at all on their emotional self. Our emotional self don’t care about features, that part of us wants benefits. No one wants to become a millionaire just to have money. They want the beneficial lifestyle that comes with being rich. Likewise, you don’t buy a product for its features. You buy it to solve a problem and, thereby, to make your life better. In your Facebook Ad designs, therefore, address both the rational and emotional side of your users. Here’s a great example:
Note that this is not meant to be an exhaustive list, but these are some of the top 5 facebook advertising secrets. If you take some time to find good, recent case studies you’ll definitely come across most of the point discussed here. Remember you can start and run some planned facebook ads with $10 or less. Even $1 is practically acceptable.
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