While most people think of simply “boosting” their Ads on Facebook we would like to share with you how you can run a more effective Facebook Ad campaign that, with careful planning and review, will not only get you a better response but should also cost you less with a higher ROI. The exact stepped process you can follow to more effective run Facebook ad campaigns is rather simple and involves just three steps:
Step 1 — Facebook Power Editor
Your Facebook ads strategy should utilise Facebook’s “Power Editor” tool as opposed to using the “Boost Post” option.
Not using Power Editor is a mistake most people make with Facebook ads. If you have been used to using “Boost Post” then be prepared to watch Facebook chew through your budget rather quickly with comparatively poor results.
With the “Power Editor” in Facebook you are provided with options that truly enable you to target the fans you are chasing. Options include Ad placement (e.g. on what sort of device, location in Facebook such as News Feed only etc.); better defined Targeting; improved Bidding; upload of Bulk Ads ; conversion tracking; A/B split testing and more.
Traditional users of the “Boost Post” option simply clicked a button and hoped for the best. This is not an effective strategy at all. For anyone using Facebook ads, you really should take the time to learn how to use Power Editor.
To use the Power Editor, simply choose the Power Editor option in the left sidebar inside your Facebook ads dashboard.
Step 2 — Targeting Your Audience
Once you are in Power Editor mode, you are able to target specific audiences based on who you think would be interested in your product, service or even a promotion you have in place.
So the best choice? Lookalike Audiences, which allow you to find Facebook fans similar to the fans already following your Facebook page.
In addition, you are also able to create lookalike audiences based on custom audiences you creates from your own mail lists that can be uploaded to the power editor. Further to this, you can target fans who interested in pages that are similar to your own Facebook page.
Because these filters your are now able to be pretty specific with your targeting and you won’t need to be extremely narrow with your demographics. For instance you may choose to only target men ages 18–35 in select countries.
Step 3 — A/B Split Testing
A/B testing has to be the cornerstone of your Facebook marketing strategy. It with keep your conversion rates up throughout the period over which you run your ad. Here’s how you might do it and why:
- Select say, 3 images, and run them for a day to see which one does the best. Choosing the one that performed best, run with it until the frequency is around an average of 4 (this is about 3–4 days)
- Further to this, test the placement of each Ad separately e.g. ‘Desktop only’, ‘Mobile only’,‘Right side-bar only’,‘Newsfeed only’
- Some people might be tempted to click the “All Facebook” tab (meaning each ad would be seen on Desktop, Mobile, Newsfeed, and Right sidebar), but this is a mistake because you are unable to accurately measure which ads are performing the best. (Desktop or Mobile? Newsfeed? or Right side-bar?)
- It is important that you separate these Ads and individually test them
- After testing, change the copy slightly and the image and repeat for another 3–4 days repeating this process for the whole month.
The process can be a lot of work continually changing the image and copy, but after about 5 days the conversion rates drop significantly if you don’t change them. For this reason, this is an important step that should not be overlooked.