Facebook is one of the biggest social networking platforms out there. It has billions of users, around 1.79 billion people on average that log onto Facebook daily. Moreover, Facebook is the leading and one of the best advertising platforms available in today’s digital world.
Therefore, these users are offering a huge potential market for running successful marketing campaigns. Many factors play an important role in the success of a Facebook campaign, like you need to recognize your target audience, use the right kind of media that is appealing to the audience.
Let us look at some of the factors in detail:
- S.M.A.R.T Marketing objective — You should have a clear marketing objective, like what do you want to achieve from this campaign, do you want to increase sales, generate leads, or increase traffic on your website?
The SMART goal-setting framework is insanely popular, and I cannot recommend it enough for social marketers. Because when you create your Facebook campaign, the first thing Facebook asks is the marketing objective for the campaign.
2. Audience Targeting — You should know your audience and be specific about your audience as much as possible. You should use Facebook Ad Targeting effectively to customize your audience. For example, in the image below Facebook has shown how it targets the audience based on the criteria that you mention, so the more specific information you will provide, much easier it would be for Facebook to reach right target audience
3. Optimized Ad Set — It is a good idea to use different images for different Ads in the Ad set. Since, your target audience might comprise of different groups, and each group might have different reasons to click on your Ad or use your product.
Therefore, using only one kind of image or text in all the Ads might not appeal to all the people in your target audience. Also, remember to make the text as different as possible for each individual ad so that collectively you can target all audience groups in the campaign.
For example, in the above image we can see two different Ads from Asana, where they have used different images and text.
Here the first Ad is targeting the people or companies where they are looking to prioritize their work in the team. While the second one is more of a general approach towards the teams where they want to overall organize their work.
4. Relevant Ad Creatives — Ad creatives include things like images, videos, text and a call-to-action button. Images or videos used in your campaign Ads should be relevant to your company’s products or services which you are trying to sell.
Use catchy images, or you can use videos too as videos are more interactive, as they grab people’s attention easily. You can see here the image is catchy to eyes and very much relevant to the product this company is offering.
5. Specific Call-to-action — Use only one and clear Call-to-action, so that people who are interested in the product or service that you are promoting, will have an idea what to do next in order to buy that product or service.
As you can see in the Ad below, they have used a specific call to action “Download”, which will lead towards the website from where you can download. The action should be as clear as much possible.
6. Powerful Headline — The Ad headline should be catchy, and relevant to your campaign. Try to make your headline appealing but also short.
In the above image, you can see the headline is crisp, clear, and specific. So from the headline itself the audience can get the idea what this Ad is about, but they would want to click on download to know more about the trends & startups.
7. Effective Ad Description — Also try to add information regarding how your product can be helpful for people, description about the product but keep the text clear and short. To grab the attention of the audience, use some catchy phrases to explain how your product can be useful for others, and why they should get it.
As you can see in the Ad text below, it says “Manage your team, build workflow, never miss a deadline and so on” and this shows what all their product can do for the people and how it can make their work easier.
8. Simple but clear communication — The language should be simple, do not use too many technical words, people only spend a few seconds looking at your Ad so the words you use should be easy to understand.
Like in the Ad above, you can see quite simple words like endless data, with peace of mind. In fact, the headline is also quite simple and catchy “Peace of mind plans”.
As per eMarketer, in developing countries, Facebook will add more than 250 million users by 2023.
This shows the growth potential of Facebook as a social media platform, and how we can leverage it for digital marketing campaigns. The tips discussed in this blog will surely help in making your campaign effective and successful. Each of these tips will help you in utilizing Facebook’s ad campaign system in reaching the right audience and promoting your product or services.
Thank you for reading. Please leave your comments/feedback, I would love to hear from you :)
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