Running ads on social media can be hit or miss, especially when formats and algorithms are constantly changing. If you've run an ad on Facebook before, you know that they are relatively easy to set up. But, easy to set up doesn't mean they're easy to optimize. Here are some tips to get the most out of your Facebook ads.
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Combine Multiple Objectives
Smaller businesses, or businesses with a smaller customer base, should consider using their ads for multiple benefits. For example, use your ad space to advertise your service while linking it back to your website or blog. Make sure your website or blog is up-to-date with good information so that you can maintain the interest of your visitors after they click through. If they like what they see on your site, they are much more likely to "like" your Facebook page. -
Take Advantage of Targeting Features
Facebook will send your ad across the United States by default if you don't add targeting features. To create an ad that performs well, you need to narrow down your audience. You’ll avoid spending money sending ads to people who won’t be interested in your business or who are outside of your area. Through targeting features, you can set parameters for age, location, and even the interests and income of your audience. -
Do A Split Test
If you are unsure about exactly who to target, or what approach to take with your ad, run a few similar ads for a limited time to get an idea of what is working and what isn't. Facebook's ad prices are flexible enough to run a test without breaking the bank. Try different zip codes, age ranges, and check back when the campaigns have run their course to see what you want to spend a larger amount of money on.
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Add Special Offers
Obviously, our ears perk up when we hear about special offers. It's a classic marketing technique and it works. Special offers boost your sales while giving your audience an incentive. Consider something you may be able to offer to your prospective clients. Maybe it's a free sellers' consultation, providing a complimentary service, or running a contest for your followers. Your ad should entice your audience!