Here we will examine how to build the most effective ad campaigns. We will also look at the roadblocks when using Facebook’s self-serve and what to look out for if and when you assess which social solution to use.
Where Are You Sending Traffic?
There is a lot of debate over where to send your Facebook traffic: To a fan page? Maybe an application? Or an external landing page? This will largely depend on what your goals are, but we have seen all three of these work in different scenarios.
The key thing is that you track your advertising and this is where Facebook has some problems; it has no conversion tracking of its own (their solution was discontinued in September).
Segment Your Audience
Facebook gives you a variety of targeting options that are simply not available with search. You can target by keywords, age, gender and all sorts of other factors such as connections and marital status. This is good news for advertisers, as you are really able to separate the wheat from the chaff and go after only those users who are important to you. In fact, Facebook even rewards advertisers who segment their audience with a higher quality system, so that’s all the more reason to get hyper-targeted.
The problem is that Facebook doesn’t make this easy; you have to write one ad at a time, with one location and target group at a time. This means if you want to build a sizeable campaign, targeting various user groups in different locations with a variety of creative executions, you would be well advised to find an alternative to self-serve.
A word of warning on segmentation, though: Start off broad and refine as you go on. Too many advertisers go crazy on the segmentation with the result that they create 1000s of ads. If you only have $1,000 to spend per day and you have 1,000 ads, it will take you forever to find out which messaging is working. Make sure you get a good bank of initial data upon which you can then build a strategy.
Relate Your Creative To Your Audience
As with search, it’s vital that you provide a smooth user journey. You have all these great ways of targeting users and so it’s important that you take these capabilities into account when actually writing the ad.
For example, if you’re a local business targeting people in, say, London, you should mention the city in your ad copy. Similarly, if you know your product appeals to users who like Kanye West, and have chosen him as a keyword accordingly, why not name-check him in the copy itself? To attain this level of integration between targeting and copy manually is a lot of work, so look out for a solution that can do this for you automatically.
Image is King
As the old saying goes, “A picture speaks a thousand words.” Where Facebook ads really differ from search is in their capability to carry images. In our experience, image is the key differentiator when it comes to click-through rate and ultimately conversion rate. For a start, make sure you include an image.