Have you considered or been using Facebook for your B2B organisation? While your basic strategy will differ depending on both your goals and the type of business you have, there are also some tips and tricks that you should know so you can get the most out of your Facebook ads.
Here are 8 tips to help with your Facebook ad campaigns:
- Know Your Goals
Anyone can run a Facebook campaign, but without a clear goal, you’ll have no way to know if that campaign is successful. With Facebook, you can achieve a number of different outcomes, from more followers to more engagement to more sales.
Before you even begin setting up your Facebook campaign, take a moment to think about what it is you’re hoping to achieve.
Traffic campaigns are great if you’re hoping to get clicks that will lead to your website, while a conversion campaign is a good way to generate sales from warm and hot leads. Once you’ve narrowed down your goal for each campaign, you can then choose the appropriate metrics to monitor so you’ll know if each campaign is truly moving the needle.
Choose the right images
We’re visual creatures, which means that if you’re hoping to get someone to pause while they’re scrolling, you need to choose the best possible image to grab their attention. This may seem obvious, but picking the right image for both your campaign and your target audience is crucial.
Make sure all images are high-quality, and if you’re purchasing images, check that you’re allowed to use them for Facebook advertising. One key thing to remember? Less 20% of the image should be text, otherwise, Facebook will ping you by showing your ad to fewer people.
- Use Video
While the importance of a good image can’t be understated, there’s a reason why video content is everywhere right now. The trick is to make sure you grab attention within the first couple of seconds so that people will watch your video all the way through.
Thanks to Facebook using autoplay for their videos, it’s a lot easier to grab someone’s attention, even if they would have otherwise scrolled right on past. Just make sure you have subtitles since most videos are watched without sound.
- Use Split Testing
The ability to split test is one of the most helpful features available when you’re running Facebook ad campaigns. Even for marketers who know their target audience back to front, split testing is critical since it can give you some surprising insights into the kinds of images, copy, colours, and call to actions are the most successful for each campaign.
Facebook makes it easy to split test. Start with three different images and keep everything else the same. Let it run for a few days and turn off the one that’s performing the worst. Repeat until you’re down to one image and then try different variations of your copy.
Don’t forget to retarget.
Retargeting people who have visited your website is just smart business. These people are now warm leads, which means that targeting them on Facebook will make it more likely that they’ll end up purchasing from you.
To do this, install the Facebook pixel on your website. Then, you can run campaigns targeted toward people who have visited at least once before, and even get super specific by segmenting that audience by the types of products and services they showed interest in.
Use a Strong Call to Action
Different call to actions will be successful for different audiences, which is why this is another thing you’ll want to split test. But make sure your call to action inspires engagement. Use strong verbs like “Learn More” or “Buy Now,” and create urgency with the rest of your copy to encourage those who would otherwise be on the fence to click.
- Use Landing Pages
A landing page is a separate page with its own URL which you use to collect information from your leads. Instead of sending them to a home page or product page, you can send them to a page that’s been designed specifically for that campaign, increasing the likelihood that they’ll give you their email addresses.
This is also a good way to run special offers specifically for your Facebook leads. You can also give away free content such as an e-course or whitepaper in return for their information.
- Optimise and Analyse
When you’re first getting started with Facebook ads, it’s important that you keep a close eye on them as they run. You’ll begin getting impressions as soon as your ad is approved, so you’ll quickly begin to see your CPC, conversion rate, and more.
Run your first test campaigns and make sure you check them every day.
Are you ready to get started with your Facebook ad campaigns? There’s no doubt that there can be a steep learning curve. If you’d like some help getting started, get in touch with our experienced team today.