With the amount of people who visit Facebook on a daily basis—or multiple times a day—it seems crazy for companies to not be taking advantage of advertising opportunities on Facebook. But while simply having some of your ads running on Facebook may seem like you’re doing enough, you can really step up your Facebook advertising game by making a few strategic changes to the way you communicate with communities via your ads. To help you get the most out of your advertising dollars on Facebook, consider implementing some of the following tips.
Prioritize Your Campaigns
If you’re conducting your ads correctly, you should have multiple campaigns targeted at different groups of people. You can segment your groups of people however you prefer and in whichever ways you think will be most beneficial to your business. However, to get the most out of your Facebook advertising efforts, you should know how these campaigns rank in a prioritized list.
According to Michael Erickson Facchin of SocialMediaExplorer.com, a good way to prioritize your campaigns could be users ready to purchase as the top priority, then users who know your brand, and, lastly, users who have never heard of you. By prioritizing your efforts in this way, you will have a better chance of having more impactful ads.
The Text and Image Ratio
Designing the perfect ad is a very difficult task. From choosing images to color scheme and even the wording of the text, a lot of thought and preparation goes into coming up with a killer Facebook ad.
One area that you should be concerned with is that of the proper text to image ratio on your ads. According to Megan Marrs of WordStream.com, a good rule of thumb for ads that include both images and text is to keep the text under 20 percent of the total ad space. Facebook really wants companies to follow this rule to the extent that your ad won’t even get approved if there is more text than that, so pare down your text to keep your audience and Facebook happy.
Don’t Merely Promote
Although you want your ads to entice people to purchase something from your company, being bombarded with direct calls to action that overemphasize making a purchase decision can actually have the opposite reaction in viewers. To combat this, Dawn Strobel tells Scott Gerber of Mashable that companies can actually really benefit from going an entire month without plugging their business in their ads. Strobel suggests simply relating and communicating with your target market to build rapport prior to asking them to go into business with you.
Facebook ads can be a great springboard for bringing in new customers and getting the word out about your business. To take the most advantage of this advertising tool, consider using the tips mentioned above to improve the effectiveness of your company’s Facebook ads.
Originally posted on November 17, 2015 @ 5:40 am