Facebook and Instagram are without a doubt a gold mine for business and brands. But often times companies don’t make the best opportunity out of maximizing their return on investment from their social campaigns due to poor set up and optimization, incomplete tracking and undefined goals. It is important for advertisers to properly optimize campaigns from the very beginning in order to get the highest return on investment (ROI) for paid advertising on Facebook and social media.
In order to get the most out of your paid social media campaigns here’s what you need to do.
Advertise for the Funnel
You already know that it takes multiple interactions with advertisements and content before your prospect moves through the sales funnel. Your ad campaign should never have a one and done approach.
Each advertisement you run should have a clear goal in mind. Think of it as a puzzle. Each piece must fit into a larger piece of your paid social media strategy.
Remember who you are targeting.
Are you targeting past customers or brand new ones? A brand new ad campaign will be built very differently than one set up to target past customers who are familiar with your brand, products and services.
This is where it’s really important to segment your customers. You can do this by running different ads with different messages and calls to action or CTAs for each segment and see which ones perform best.
Make the Most of Implemented Tools
A small number of improvements can greatly impact the success for your Facebook social media campaign. Not implementing these is like leaving money on the table.
If you want to truly get the most ROI out of these ad campaigns make sure these practices are set up properly.
Create a Facebook Pixel. Facebook Pixel is basically a code you put on your website. It’s a powerful key analytics tool that allows you to measure your Facebook ad results, track conversions and remarket your website visitors. It helps you understand the actions people took on your website so you can improve and better target your future ads.
Make sure that Facebook’s tracking pixel is properly implemented on your website. It’s very simple to set up and you can do so right from Facebook’s Ads Manager page and click Create a Pixel.
Facebook and Instagram have powerful tracking and conversion optimization abilities in their ad technology, so it’s only in your best interest to use them.
A custom audience from a customer list is a type of audience you can create made up of your existing customers. You can target ads to the audience you’ve created on Facebook, Instagram and Audience Network.
Using Facebook’s custom audiences is a free feature that takes only minutes to set up and why wouldn’t you want to harness this information to specifically target the customers you wish to reach with your ads?
If your Facebook Pixel is properly set up, it can record every action taken by visitors on your website in the past 180 days! Pretty amazing right?
You can create audiences to build lookalike audiences or use them for remarketing to find audiences that have similar traits and characteristics to your ideal user.
Regularly Refresh your Creative Assets
Using the same images, video, and text again and again will cause boredom. You must constantly update your creative in order to inspire interest and intrigue. You don’t want your audience to start to ignore your ads. After all the point is to generate curiosity.
Make sure your images have a high quality resolution, and good aspect ratio.
Optimize for mobile
The majority of the impressions or clicks you receive will be from mobile devices. This means you better make sure your creative is mobile-friendly.
The same is true for videos make sure they are formatted to maximize the viewable space on mobile for the type of advertisement you are running.
Facebook ads are designed to give you measurable results and leave you knowing exactly what’s working and what isn’t.
Call us to set up your Facebook ads the right way the first time and take the guesswork out!