We recently attended the virtual AdWorld Conference and the scope of resources and insights we gained thereby were outstanding in learning more about our dynamic marketing industry. Troy Osinoff’s spoke about Facebook ads do’s and don’ts and the importance to measurement! Without the intention of measurement you may as well not start with your Facebook ads, as budget will be wasted with no room to adjustments. Let’s get into the do’s and don’ts.
the dos to facebook ads
1.
Connect Facebook Pixel
Facebook Pixel enables marketers to gather actionable data! Facebook Pixel is an analytics tool which allows you to measure the effectiveness of your advertising by understanding your audiences actions, thereby understanding your audience more. Show your ads to the right people with Facebook Pixel retargeting.
2.
Ad creative and messaging
Make sure that your ad creative is relevant to the part of the funnel in which you’re attempting to achieve. Target your prospects with a CTA (Call-to-action). Example: If your goal is to promote a sale, ensure your button says ‘Shop now’. Creative is what ultimately attracts, so make sure its attractive! Always remember your end goal is to get your audience off Facebook and onto your website/ online store etc so ensure your graphic and messaging promotes this.
3.
Things to consider
Consider geo-targeting
Make sure that your ad creative is relevant to the part of the funnel in which you’re attempting to achieve. Target your prospects with a CTA (Call-to-action). Example: If your goal is to promote a sale, ensure your button says ‘Shop now’ or ‘Call now’. Creative is what ultimately attracts, so make sure its attractive!
4.
Know your audience
Know the size of your audience, who you’re wanting to target (demographics/ geo-graphics/ likes and dislikes etc). All this information is crucial to ensuring you target the right audience (who will ultimately support and purchase from your brand); and/or find a suitable lookalike audience to target when starting your ad campaigns.
Remember: It’s easier to attract the same customer and get them to make a sale than it is to attract a new customer, so know who your audience is.
5.
Tracking
Now this is a very simple point, but just ensure that your tracking is enabled. If it isn’t you will be missing out on valuable data.
6.
Disable
If an ad is underperforming, disable it. There is no point in running an ad that is not performing well. Key to remember that this should only be done if your ads have run for a significant amount of time, you’ve analysed your data and you truly believe that there is no longer a purpose for this specific ad to run.
the donts to facebook ads
1.
Don’t be random
Ensure your ad creative and messaging has been strategically considered to firstly reach the right audiences and resonate with them; and secondly achieve your brand objectives.
2.
Avoid automatic placements
Test your ads with A/B testing, don’t just always trust where Google decides to place your ads. Analyse your results!
Optimisation is key! Test new creatives, test different parts of the funnel, test different audiences. See the keyword here? TEST! Then after you’ve tested always look at the metrics and improve your ads will the data your collected and analysed.
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