Advertising on Facebook: 4 tips

Many advertisers on Facebook are missing important opportunities. Advertising on Facebook is more than putting money behind a current Facebook post. At least when you actually want to get results from it. In this blog, I'll give you 4 tips to get more out of your ads on Facebook. Even though advertising on Facebook is already relatively cheap, it is of course still a waste to throw money away. If you don't advertise in the right way, you won't get any conversion out of it either.

Within Facebook, you have lots of options to segment your target audience. This is very useful, because it allows you to determine exactly who gets to see your ad and who does not. For example, are you a webshop that sells clothes for women? Then you don't want to show this ad to male Facebook users. And do you sell both yoga clothes and field hockey clothes? Then you can show the yoga clothing only to women interested in yoga.

By setting up multiple ads in the above way, you will find out immediately which audiences convert easily from Facebook and which audiences do not. You can then even choose to exclude a target audience altogether, allowing you to focus on the best running ads.

Above I mentioned it briefly, testing multiple ads. This can be done by testing different audiences, but this can also be done by showing different ads to the same audience. The performance can still be quite different from each other. One image may appeal while another image does nothing.

Facebook also judges the price you pay for an ad based on relevance. Facebook obviously doesn't want to show irrelevant ads to users. So the more relevant the ad is to the target audience, the cheaper it becomes. Facebook calculates this using a so-called "relevance score.

When you start trying multiple ads to determine which one works best, it's also important to act on the results. For example, look at frequency. Frequency indicates how many times, on average, the ad was seen by the same person. It's especially useful to look at this when you're targeting a very specific audience.

The frequency does not necessarily have to be 1, the power of repetition also ensures that a user still proceeds to the desired action. It is important that the frequency is not too high. After all, the ad should not be perceived as irritating by the target audience. The chance that the target group will find the ad irritating increases as the frequency becomes too high. It is then smart to appeal to another target group or to change the advertisement.

The target audience that shows interest in your ad by going to the website you can show another ad. This target audience shows that they are interested because they respond to the ad. However, this does not mean they will buy your product directly or contact you directly. Address this audience again by creating a targeted ad for this audience. The power of repetition can cause them to convert after all. This can be done through Facebook Ads itself, but you can also import this group into Google Adwords to appeal to them through another channel.

By using the above 4 tips, you can get the most out of your Facebook campaign. There is more to advertising on Facebook than just targeting a nice text and image to an audience with interests that fit your organization. Think carefully about the different audiences you want to appeal to, test which ads work best with which audience and make sure you capitalize on the results.

Contact