Facebook has plenty of active users every day and is among the top five most visited websites in the world. A product or service shown through this platform will likely receive hundreds, if not thousands, of impressions.
With that large a potential audience, marketers should have a concrete plan in place for how they can optimize campaigns and get visibility for their brand. Here are a few things that you should remember when advertising your goods or services on this website.
1. Know how to use targeting options
Your targeting options are the qualifiers you use to find people who will react favorably when they see your advertisement on their News Feed. These can be various things, from demographics to location, interests, and even behavior based on ads these users had previously engaged with.
Age-based targeting, for example, can be used if your business is strongly associated with a particular cohort. Merchandise of popular boy bands, for instance, performs best when directed toward users aged 18 to around 40.
To give another example, people who live in Jacksonville, Florida, prefer seeing shops in their area while women’s clothing is more popular among people who have specified themselves to be “Female” in their Facebook bios.
2. Know your target audience
Beyond knowing the surface-level details of their lives, consider what your audience likes. If you have had a Facebook page for a while, you can easily gather data from this; identify your best performing posts and see what demographics these are resonating with.
When you are aware of what your audience likes, you can make more of that kind of content. A Facebook advertising agency can help you identify your audience and what clicks with them.
3. Know the format for your posts
If you have an understanding of your audience, you can make posts that you’re sure they will engage with. Video ads, links, images, or a combination of both will help you reach the people who will take action. You should also have a clear objective for your campaign. Are you doing this to build awareness for your store? Is your campaign about converting people or getting them to purchase? The format makes an impact on whether or not you will get people to view your products and services.
Link posts are good for people who are just starting out and want to make people aware that their business exists. Video posts are the equivalent of TV spots and can be used to highlight a product, show how-to’s, or even encourage people to check your site. Images, meanwhile, are more frequently used in announcements or when showing successes.
4. Understand content consumption on Facebook
Too much text can be detrimental to your goals, so make sure you’re producing more visual content. Use high-quality photos with clever captions and a short, snappy call to action. Don’t forget to check your ad on both mobile and desktop to see where it might be distorting.
For Facebook ads to be successful, marketers should know how to use the different categories and settings on an ad campaign. Not utilizing these options will make you miss out on entire demographics that could have been interested in what you are offering.
For more information on how to grow your brand’s Facebook reach, get in touch with AD Assist Agency today. We provide custom reporting on your company’s social media metrics and can sit with you and make an action plan tailored to your needs. Contact us today to learn more.