Brands awareness is important, expensive, and well…easy. If this is what you are looking for, you don’t need tips – you need money. Facebook’s sponsored ads is a great tool to get brand awareness if you have the money to spend on it. In this post we will discuss the harder goal you can take upon yourself when using Facebook’s ads – performance. Whether you are looking for getting likes or actual purchases from your Facebook shop, the following tips are for you. It would still require money, but in a way that will bring you back more than you spend.
Important note – the key parameter for getting a good ROI (Return On Investment) when advertising in Facebook is the CTR (click Through Rate = the percentage of clicks out of the number of impressions your ads are getting). The higher your CTR is, the lower you pay per a click on your ad. The following methods are meant to increase your CTR in order to decrease your spent.
2 things you need to take into account:
1. Increasing your CTR is also a matter of time – doing a good job is not enough – you need to allow Facebook enough time to measure your work and decide that it is good.
2. Lowering your spent is one side of the equation. The other side is making sure that your Facebook store looks welcoming, and that your products and rates are appealing.
Having said all that, let’s start!
1. Images –
We find that the key parameter within the ad to increase the ad’s CTR is the ad’s image.
Everyone goes for the appealing image, the smiling blonde woman. You can try it too, but it will be harder for your ad to differ from other ads.
Rather than appealing image you can try a vague one. Strange as it sounds, if you find an image that is not totally focused, you might catch more users’ eyes.
Another method you can use which has also proved itself for us, is manually add a simple frame to the image you chose. It could be red or yellow, but it will make your ads stand out, and your CTR goes up. Remember this is Facebook – just add the frame with the regular “Paint” software that comes free with your computer – that all it takes.
2. Ad’s copy –
The image might catch the users’ eyes, but you would probably still need the ad’s text to make the users actually click on your ad. Try to be brief and go as fast as you can to the call for action you wish for the users to fulfill.
You can start with a question that will make the user start thinking or at least continue reading to see if he had the right answer in mind. For example:
“Sell online? Import your store to Facebook and sell there too. Try our free trial now!”
3. Number of ads –
Since you can’t tell which ad will get the highest CTR – make plenty of them. Click on “create similar ad” and change the image’s frame color. Then do it again and change the wording. Go for at least a dozen of ads to start with. You cap your advertising budget per the entire campaign and not per each of your ads, so it only cost you with the time it will take you to create the ads – which shouldn’t be long.
4. Frequent of ads’ launch –
Vary your ads and launch more of them at least every 4-7 days. Facebook exhausts the ads quiet fast. You need to get back to your ads and create similar ads with minor twists to keep your CTR low. From time to time, you will get an ad that would remain cost effective for a long period, but the rest of the ads will need to be revised.
5. Target –
Vary your target too. You can choose an interest you wish to target and have all relevant group of ages in one ad (for example: 18-24), and then create similar ads splitting the group of age to smaller period (for example: 18-19, 19-20 etc.).
We find that this too can make a different.
While working on this post, Facebook launched some new features which led us to a great idea that will allow you to target new users and make them bring their friends to your store too.
Stay tuned for the next post!
Eyal is the co-founder of StoreYa and a leader in social commerce. He has extensive experience in online marketing and project management. He is passionate about building amazing products that will grow your business!
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