Investing in Facebook sponsored ads has great advantages, especially for small businesses with tight budgets. With Facebook Ads campaign, you can create ad campaigns with different objectives that will allow you, from promoting your Fan page or your website to getting downloads of your application or reproductions of a video you have published.
Creating ads with the Facebook platform is relatively simple. However, that doesn’t mean it’s so easy to do it right. Here are some tips for success when planning and running an ad on Facebook Ads Campaign.
1. The public, the more segmented, the better:
It is very common to be blinded by the “Potential Reach” figure provided by Facebook at the time of defining the public of our campaign. Many tend to think that the more people we get, the better. It’s not like that. The “Potential Reach” figure gives us the number of Facebook users that respond to the sociodemographic characteristics and interests that we have defined, but this does not mean that we will impact all of them with our ad. What will determine the number of users we will reach with our ad is our budget. That is, among that total of users that are part of our segmentation, depending on our advertising investment, we will reach a portion. To know approximately how many people will arrive with our ad, we can look at the “Estimated Daily Reach” figure that is calculated once we have entered the budget field.
“To the extent that our segmentation is closer to the image of our potential client, our campaign will be more successful, as our announcement will be more relevant to the audience”.
We can look at the “Definition of the public” colour counter and in the comments that Facebook gives us to know if our audience is too broad, well-segmented or too specific. In general terms, the ideal will be to have the marker in the green zone, but with the smallest “Potential reach” figure we can achieve.
Knowing your client is essential for the success of your campaign. You should know what your potential audience is like to be able to create a message that catches their attention and connects with their interests. Therefore, defining segmentation should be the first step to take, rather than writing the text or selecting the image of the ad.
2. A picture is worth a thousand words:
It is proven that publications with images work better than those that only contain text. In Facebook Ads ads the image occupies most of it and will be the first thing that users are fixed, so it is worth investing in it!
It is essential to choose a careful and professional image, whether it is a photo, or if it is an illustration or an infographic. It is not advisable to use clip art, or low-resolution images, pixelated or moved.
On the other hand, you also have to think that many of the users will see your ad on mobile devices, so the images should not be overloaded or with excess details that are not properly perceived on small screens. You should also take into account that the format of the publication of the Facebook ad is square and not rectangular, so it is convenient that you look for images that adapt well to this resolution.
Also, don’t forget that you are obliged to comply with Facebook’s ” Advertising Policies ” regarding the use of images in your ads. The most common violations of Facebook’s guidelines regarding the use of images are as follows:
Too much text in the ad image: Facebook does not allow ad images to contain more than 20% of text. You can check your image with its grid.
Images with sexual content: Facebook is quite strict regarding nude images and sexual content. To give you an idea, even a picture of cleavage or a breastfeeding mother can be thrown back.
Images with violent content: the platform also limits the use of violent or rough images.
Images that illustrate non-existent functions: the use of button images, such as playing a video or closing, is not allowed.
3. Flee from Namida phrases, be concrete and recognizable:
It is recommended that you be precise and clear in your message. You should keep in mind that each click is costing you money, so we are not interested in attracting curious or disappointing those who come to our page. You must make it very clear what is the benefit that the user will get, and not abuse the advertising phrases that end up always sounding the same and say nothing.
“Whenever possible, mention the price or discount, and the time frame in which the offer will be valid”.
4. Take A / B tests:
The structure of Facebook Ads campaign works by configuration levels, and allows comparative tests to be done very easily:
We recommend that you start creating different sets of ads for each of the audiences you are going to address. In order to be able to make valid comparisons, you will have to make variations only in the segmentation, and keep the rest of identical factors in both sets of ads (bid and location).
It is also very interesting to start the campaign by creating several versions of the same ad with variations in images, text, videos or links.
This way you can select the options with the highest conversion rates at each of the campaign levels.
5. Be patient with the changes:
When a campaign is modified, it is advisable to leave some time before making more changes. We need enough time to collect a substantial number of data that allow us to make a meaningful assessment. Whenever possible, it is better to make the changes one by one to be able to assess the impact of each of the factors.
6. Prepare the facebook ads campaign well in advance:
Ads on Facebook are not published automatically, as they require the approval of the platform. This process verifies that the ad complies with the “Advertising policies” that we have already commented. If so, the advertising account manager will receive an email activating the campaign within approximately 24 hours. If not, you will be notified that your campaign violates any of the rules and that you must make the appropriate corrections. Therefore, it is recommended that you schedule your campaign in time to have room to make changes if unforeseen events arise.
And you already followed these recommendations? Do you have any more advice to give us to launch an efficient campaign with Facebook Ads?