What are Facebook Ads?
This blog will discuss what makes a successful PPC Campaign for Facebook.
Facebook is one of the biggest social media platforms out there, and as such, it’s also one of the most popular advertising platforms.
Just in 2022, Facebook’s ad revenue worldwide was $113,6 billion.
From 2017 to 2023, ad revenues grew at an average annual growth rate of 25.5%. The largest year-over-year increase was registered in 2018 when Facebook’s ad revenues soared by 37.7%.
There, you can find individuals from every demographic with various interests ready to discover your product or service.
In fact, in the first quarter of 2023, Facebook has 2.98 billion monthly active users.
That makes it such a great social media to show off your company and its products/services.
However, the success of your PPC campaigns on Facebook depends heavily on the audience you target, your budget, and the content of your ad.
How to create a Facebook Ad Campaign
Every campaign starts with the Facebook Ad Manager. This tool is designed to help you easily set up, launch, and monitor your PPC campaigns on Facebook. Here’s how it works:
Set your campaign goal
Do you aim for your Facebook ads to help you boost awareness? Or to convert leads? Or maybe drive traffic to your website? The first thing Facebook asks you to decide for your campaign is its objective.
Decide who to target
Next, you’ll have to narrow down your potential target audience. This is something you’ve done before as part of your website strategy. 78% of American consumers have discovered retail products to buy via Facebook, so the potential for finding who is interested in your offering is high. Think of the age range, location, gender, and interests of your audience. This task might require some tweaking, so monitor your ads’ performance to determine if you are targeting the right people. If you fail to convert leads or boost your online branding, you might be reaching out to the wrong demographic.
Establish a budget
How much are you willing to spend on your PPC campaigns for Facebook? You can choose whether you’d like to set a daily budget that will guarantee Facebook doesn’t spend more than a set amount every day. Or a lifetime budget that will keep the ad running for as long as you decide. You can also opt to pay for clicks and impressions with a bid, showing your ad to those in your audience with a higher chance to take action.
Choose the schedule for delivery
Next, you have to decide when your Facebook campaign will go live and how you want it delivered to your audience. If you pick ‘standard delivery’, the ad will be shown throughout the day. In contrast, ‘accelerated delivery’ is shown to your audience faster to guarantee that your last-minute offers reach them in time.
Create the ad
This is when things get creative. Here, you can choose different ad formats based on your preferences and the type of content you wish to use. This tool lets you preview your campaign’s look to your audience. Ensure that everything from the copy to the images or video follows the Facebook rules so that no text gets cut off or images end up low res. This is where you can study your call to action and choose which picture better highlights your offering.
Tips for a Successful Facebook Ad Campaign
In the US alone, 86% of marketers are using Facebook for advertising. This means that people are bombarded daily by adverts as they scroll through their timelines. Here are some tips you can try to make your ads best show off your online branding:
Refine your target audience
Realistically, the audience you target with your first campaign won’t be right. This is normal because understanding your audience on Facebook differs from figuring out your audience for SEO purposes in your website strategy. After all, Facebook ads can reach 34.1% of the global population over the age of 13. That’s a huge amount of people to narrow down!
So, what is the solution? Simple, keep trying! If your target audience didn’t click on your call to action, try another demographic. The fastest way to do this is to create different ads that target the different demographics who might be interested in your products or services, especially if you offer a variety of things. Then, you can use your results to refine your target audience.
Keep things coherent
In the same way, you would ensure that your online branding stays consistent, you need to ensure that your ad copy and image go well together. The last thing you’d want to risk is confusing your audience into ignoring your advert. These elements of an ad are supposed to send one message or tell a story about your brand.
Use the right call to action
With so little text to play around with, your CTA plays a significant role in your ad. The average conversion rate on Facebook ads is 9.21% across all industries. This means that one good call to action can significantly convert leads. Avoid CTAs that are too vague or don’t reflect the action you expect people to take when they click on your ad.
Make it short and simple
Avoid complex words and walls of text. The most effective Facebook ads are simple, sometimes using bullet points or emojis to catch the attention of a potential lead and let the image do the rest of the work. Think back to your website strategy and how you concisely highlighted your offering on your site. Do the same with your ads, and keep to the recommended word limit.
Let the experts help out
If you’re looking at your Facebook campaign’s performance with confusion, let the professionals help you make sense of all the data. The secret of every successful Facebook ad is to understand your target audience and refine the ad to speak directly to them. That’s what encourages people to find out more about you. So, whether you’d like help with creating a Facebook ad or just monitoring your campaigns, consider letting a marketing company take care of these tasks.