Do These Things Before You Create a Facebook Campaign
Oh, creating a Facebook campaign is exciting, isn’t it? You know the opportunities to get in front of eager customers are endless. You’re salivating at the mere thought of running a campaign that costs less than $0.50 per click. Or launching your video campaign for around $0.01 per view. But wait! Before you jump into your ad campaigns, there are a few things you can do to avoid wasting precious ad dollars.
“What Are My Goals for this Campaign?”
If you’re an avid reader of our blog, you know how we feel about setting goals. You’ve gotta ask yourself what you’re looking to get out of your campaigns. Here are some examples of goals for your campaign:
- Brand Awareness – do you just want to target a specific audience to deepen your brand imprint?
- Build a Community – are you looking to increase your social media following and engagement?
- Drive Website Traffic – do you want more people to visit your site?
- Video Views – if you’re running a video campaign, perhaps you want as many people to see the video as possible.
- Bring in More Store Visitors
Once you have a clear picture for what you’re looking to get out of your campaign, you’ll be able to effectively measure and monitor the performance of your ads.
“Who Am I Trying to Reach?”
The last thing you want to do is waste your money showing your ads to people who don’t care about your company’s services or products. For example, if you’re a restaurant in Prescott, AZ, you probably don’t want to waste ad dollars on getting in front of 14 year olds in Colorado, right? Take advantage of their targeting – you can choose who sees your ads based on several attributes like interests, purchase behaviors, demographics, how they’ve interacted with your page in the past, and more!
Who you target largely depends on your goal. Here are a couple examples of how you can target the right people based on the outcome you’re looking for:
- People Who Like Your Page or Friends of People Who Like Your Page
This is a great way to extend a promotion or offer to those who already know you.
- Custom Lookalike Audience
A great way to find new people who fit your target audience criteria is to create a ‘Lookalike Audience’ They use traits like location, age and interests, to find people similar to those who have visited your site, made a purchase from you, or Like your page.
- Interest Based Targeting
If you’re just starting out with Facebook ads or don’t have a lot of data to work with, you can start off with targeting user’s interests and demographics. Make sure to start small – and understand there’s going to be a testing period to find the right audience.
“Do I Have Killer Creative?”
Facebook can get a little noisey, and you’re competing for the attention of users scrolling through their feeds to stay up to date with their family and friends. Whether you’re using Carousel Ads (scrollable images or videos), Single Image, Single Video, Slideshow, or Collection, it’s important to make sure your brand message is engaging, the visuals are quality, and you’ve got a clear call-to-action.
If you need to enlist the help of video production or photography, do it. This content can later be repurposed for other marketing materials like your website, social media posts, promotional materials, blog posts, and more.
Having a campaign that is compelling and on-brand is critical to the success of your campaign.
“Am I Willing to Be Patient?”
If you’re a novice to Facebook advertising, or if you’re just starting out, there will definitely be a testing period to figure out what works and what doesn’t. Pay close attention to your ad performance within the first week. If the click through rates are dismal, you should probably switch up the creative or target a new audience segment. If the conversion rates aren’t what you were hoping for, but the click through rate is high, you’ve found an interested audience -but something about the landing page isn’t converting. Look at how you can improve the landing page.
A killer Facebook campaign takes a little bit of work, but once you master the art of it, it’ll be easy to get the results you’re looking for.