Everyone knows about Facebook ads. You’re probably thinking OMG duh, I know about Facebook ads. I boost my posts. I give them money. Leave me alone!
But that is just the tip of the iceberg when it comes to advertising with Facebook. And if all you are using is the boosted post feature, then you are not even getting much bang for your buck. And everyone should get the full bang for their buck!
First, let’s get one really important thing out in the open; Facebook owns Instagram. Their platforms work really well together, and you should be utilizing both. So if you are on one and not the other, fix that real quick. You need to be on both, especially to get the most out of their joint ad platform.
With Facebook doing everything they can to throttle organic reach for business pages, building advertising dollars into your social strategy is an absolute necessity. Here are some of my favorite tips for utilizing the Facebook/Instagram ad platform.
Have an Instagram account
This one may seem like a no-brainer, but I cannot tell you the number of times I have seen an ad on Instagram and wanted to know more about the company….. only to find that I couldn’t click on their profile because they didn’t have one (or didn’t attach it to their ad account). This is such a rookie mistake and so easily rectified. If you are allowing your ads to run on Instagram, then you need to have a profile there with at least a full grid of images (that’s 9 images, so not much). You need an Instagram presence for lots of other reasons, but that’s another post for another day. So make sure your account is set up an attached before you run ads.
Edit your ad for every platform
Facebook gives you a ton of options for where to display your ad, and they look different in every single place. If you are running your ad on their whole network, make sure it looks good in every place. That means optimizing your copy to be clear regardless of character count, and your image/video isn’t strangely cropped or cut off. If you find that your content isn’t going to work on a particular platform, then remove it from the list, and run a separate ad for that platform. It may be more time-consuming but it’s worth it to be sure that your ad will be clear and actionable.
Target your audience
One of the biggest mistakes I see clients make is using the “show to fans and friends of fans” option for their ad audience. Come on, y’all. That is just plain lazy. It might get you views, maybe some engagement, but if you want people to take action (click, download, buy), then you need to get specific about who you are trying to reach. Facebook ads gives you a ton of tools to target your audience. You even have the option to upload your email list so your customers will see what you are offering. Use all of the tools at your disposable to really zero in on the people that want and need your services.
Set super concrete goals
Whether your budget is $10 or $1000, you have an idea in your head of what you want the outcome of your ad to be. Before you start your ad, set clear goals of what you want to see happen. And I don’t mean a vague set of wants; I mean a clear, concise goal. Here are some examples.
The more direct you are with your goals, the easier it will be to measure the success of your ad. And that will give you the data you need to determine if you want to run your ad again or make some tweaks and try something new.
Bonus – Try some A/B Testing
Let’s say you have a very solid objective in mind. You have a new lead magnet, and you want to get 100 downloads for it. You’ve made a couple of great images you like and written a few solid sets of copy. Facebook ads makes it super easy to split test those ads and find out what your audience responds to best. You can also use the same content to run ads to different audiences to help weed out people who don’t respond to your work. It may sound a little more labor intensive (and a bit daunting to non-marketers), but the data you get will be invaluable and help you save money in the long run!
TL;DR – The Facebook/Instagram ad platform is amazing and awesome, and you should get the most out of it that you can, regardless of the size of your advertising budget.
Still need help? Send me your questions, and I’ll do my best to answer them! (You can even DM on social media because that’s where I hang out pretty much 24/7.)