Facebook ads can be effective tools for
marketers, provided those marketers understand how to leverage key features.
Simply creating an ad and hoping it will reach interested customers isn’t going
to help them grow their business or increase brand awareness.
To get the most out of working with a Facebook advertising agency or for a brand launching their own campaign, they should keep the following essential points in mind:
Using Audience Insights
The Audience Insights tool on Facebook helps to target ads appropriately.
For marketers to get a sense of what it can do, they can open up the tool in Ads Manager, click on the Create New button, and choose Everyone on Facebook in the Choose an Audience to Start prompt. For example, a B2B brand marketing to a company that sells music memorabilia would write in the Interests field, “music memorabilia”.
They’ll then be provided with a wealth of information about people who list this as one of their key interests on Facebook. Businesses can find out their gender makeup, where people with this interest live, as well as information about their lifestyle. This makes it much easier to create the ideal custom audiences for Facebook ads.
Create Custom Audiences
Now that the Facebook marketer has the kind of information that will help them tailor their ads to the right audience, they need to actually create a custom audience for their campaign.
They can start by heading to the Custom Audience Manager feature. There, they’ll click the Create Audience button, and select Custom Audience. There are several options within this category for targeting Facebook ads.
The Customer File option lets a brand target their ad to Facebook users whose email addresses or phone numbers are already in their possession. Thus, it’s useful for marketers with a mailing list.
The Website Visitors option, allows businesses to target people who have visited their website. In order to use this feature, marketers must install a Facebook Pixel. They can also create an audience based on users who have engaged with their brand directly on Facebook.
Brands with an app can select the App Users option to target customers who have used it, but will have to adjust the code of the app to facilitate this.
Create Lookalike Audiences
The Lookalike Audience feature is very powerful, giving marketers the opportunity to create new custom audiences that mirror the demographics and interests of their existing custom audience.
A company needs to already have created a custom audience in order to use this feature. They can click on the Create Audience button from before, but this time they’ll choose Lookalike Audience.
They’ll then be prompted to select one of their existing audiences so Facebook can analyze it. Marketers can also select different regions or countries, allowing them to reach customers from another part of the country or world who share many similarities with their existing customer base.
This feature makes it easy to expand a brand’s reach without going through the tedious work of creating an entirely new custom audience.
Use Facebook Lead Ads
If a business is trying to generate new leads with their Facebook ad campaign, the platform simplifies the process. Most lead generation campaigns require potential customers to click on an ad, which will redirect them to a landing page, which will then prompt them to fill in their information.
With the Facebook Lead Ads feature, brands can skip a step. Users won’t be redirected to a landing page; instead, they’ll be prompted to fill in their information right there on Facebook.
There are two main benefits to this approach. First, it makes the process more convenient for customers, boosting the overall likelihood that they will provide their information. Second, it promotes a sense of trust in users. They might be suspicious of a lead generation form on an unfamiliar landing page, but they won’t be suspicious of Facebook.
All a Facebook marketer has to do to use this feature is start creating an ad. When they’re prompted to select what their goals are with this ad, they can simply choose Lead Generation. The feature will guide them through the process of creating the ad.
Use Facebook Messenger Placement Ads
Facebook also gives advertisers the option to target customers via their Messenger feature. This is very useful for marketers, because it helps them answer custom questions directly and efficiently.
Customers who aren’t sure if they want to buy a product or sign up for a mailing list may want to know more about the brand before making a decision. If they can only communicate with the business via email, they’re more likely to lose interest quickly. Messenger gives brands the chance to interact with potential customers in a much more direct manner.
They can start by creating an ad. They’ll select Traffic and Conversions when prompted to choose a goal for the campaign. When asked where they want to direct Traffic to, the user will choose the Website or Messenger option.
Brands can then continue setting up their ad as they normally would. This time, however, they’ll choose Messenger as the destination. They’ll be given the option to generate the content of the message. When potential customers click on the ad, they’ll be directed to Messenger, instead of a landing page. Businesses should monitor their questions, and try to reply when they can.
Again, the difference between an effective Facebook ad campaign and an ineffective one is often simply the result of knowledge. If a brand knows how to use these features like a pro, they’re much more likely to reach the right customers.
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