6 Tips for a Better Facebook Ad

6 Tips for a Better Facebook Ad

Sometimes, it feels like Facebook ads are rapidly taking over the world. Between sponsored posts, boosted posts, and ads, the Facebook timeline is starting to feel a little overwhelming—and that doesn’t even include any regular content from Facebook pages! And yet, despite the overwhelming amount of Facebook ads out there, Facebook Ads have become the favored social ad out of all platforms (including LinkedIn, Twitter, and Instagram)--and thankfully, there is plenty of data out there to support the success of using Facebook Ads.

In this blog post, we want to discuss our 5 (data-backed!) tips for better Facebook ads, as well as the data supporting the use of Facebook ads. We know when it comes to advertising budgets, it can be difficult to decide which platform to use, and hopefully, this blog post will give you a better idea of what is successful, what isn’t and how you can better improve your ad’s performance.

The Data Behind Facebook Ads

Before we jump into ads, we want to talk briefly about Facebook advertising and a few basic statistics regarding the success and reach of ads.

According the Pew Research Center, 79% of online Americans use Facebook and 70% of those users visit Facebook daily. As well, 74% of active Facebook users use the platform for professional purposes (which means if you’re a B2B, you’re in luck).

However, as we know from recent changes to the Facebook algorithm, brand reach is going to continue to shrink. (You can read a summary of these changes here.) As it is, Facebook business pages with over 1 million followers only have an organic reach of around 2.6%; smaller pages (those with under 1,000 followers) have an organic reach of 14-23%. That lives a variable degree of reach for pages in the middle (between 1,000 and 1 million followers, which is a fairly large group) that has very little data—but we can assume the organic reach for them is between 2.6% and 14%.

With organic reach so low, and getting lower as Facebook shifts to focusing on content shared by users, not businesses, Facebook Ads become a necessity for businesses that hope to grow their social following and increase engagement—as well as drive traffic to their retail websites and sign up forms.

If Facebook is an important platform for your business, Facebook Ads is an important avenue to explore if you want to meet your goals for your business. (You can read our blog post on designing strategy to fit your goals here.)

Now that you know how important Facebook ads are, let’s dive into our top 6 tips.

1. Have Realistic Expectations for Your Industry

As with any statistics, it’s important to have context for them. We know at the average conversion rate for a Facebook ad is 9.21%, but it actually varies by industry; the conversion rate for ads in the fitness industry is highest at 14.29%, but lowest in the technology industry at a mere 2.31%. This report from WordStream has specific benchmarks for each industry.

Having an understanding of your industry’s advertising performance on Facebook will give you a better idea of how to establish your strategy. If you need help with this, let us know here.

2. Have a strategy and goal

Having a strategy is one of the most important aspects of starting any digital marketing campaign and Facebook is no different.

Different Facebook ads do different things. Some ads are designed to increase brand awareness and social reach, encouraging users to like a Facebook page or a specific post. Other Facebook ads are designed to drive traffic to websites to increase leads.

Your goal for your Facebook ad campaign will be directly related to your success. For example, Buffer discovered that spending $5 a day will get an average of 9 page likes; that helps inform you of how much your budget needs to be per day to achieve real growth and makes the average cost per like about $0.57. Comparatively the same Buffer study shows that an ad click leading to a B2B website costs approximately $4.01. That’s a pretty staggering difference and requires a change in strategy, budget, and expectations.

Keep your strategy and expectations realistic for your industry and goal will be important for a successful ad campaign. And remember: you define the success of your ad campaign; it doesn’t have to measure up exactly to others.

3. Offer a resource with the correct call-to-action

When we first read the statistics on calls-to-action (or CTAs), we thought that this was primarily for B2B ads. However, it’s also true for B2Cs, when you really think about it.

First and foremost, research by AdRoll shows that Facebook ads with a CTA button get about 2.85 times better results. As well, the most popular CTA is “Learn More”, being featured in about 34% of all ads.

However, “Learn More” is not the most successful CTA. An experiment by AdEspresso showed that a CTA of “Download” or “Download Here” has a higher success rate than “Learn More.” “Download” actually outperformed all other CTAs by about 50.6%.

So what does that data mean for you and your ads?

Firstly, it means that offering free, valuable information is important, whether you’re a B2B or B2C. When a user clicks on an ad, they want to receive something in return, whether it’s a coupon for your product or a free ebook of how to improve their business. Using the right CTA for that situation will lead to more clicks and more conversions.

4. Design posts to be boosted.

Boosted posts don’t require the ad setup that a standard display ad might require—but don’t count them out! That same Buffer study that we referenced above also shows that spending $5 to boost a post on your Facebook page helps to reach about 787 people. Boosting helps your reach—and the more people your post reaches (and the more engagement it receives), the more your daily Facebook posts will appear in the feeds of people who already follow your page.

So, what does that mean?

Design one Facebook post per week to post and boost for $5 to help reach more people and boost engagement on other posts throughout the week. This is a very simple and straightforward way to dip your toes in the waters of Facebook advertising, without committing to a large monthly budget. For just $20 in one month, you can get a baseline for how boosted posts will impact your Facebook business page.

5. Implement video ads

On Facebook, video is king. A study by TechCrunch showed that in November 2015, Facebook hit 8 billion video views daily. 8 billion! As well, more than 500 million Facebook users watch videos every single day.

As well, eMarketer discovered that videos have an engagement rate of 6.3% on average, especially those that are native (that is, uploaded directly) to Facebook. As well, of all the content types available for Facebook Ads, Facebook video ads have the lowest CPC (cost-per-click) of around $0.18. 85% of videos are viewed with the sound off, which means that captioning your video, or not relying on voiceovers, helps to increase engagement by about 12%.

Now, what does that mean for you?

It means that producing video ads can be an effective way to get a higher ROI on your advertising efforts. And better yet, it means that simpler, snappier videos are highly engaging. You don’t have to worry about sound quality if 85% of videos are viewed with the sound off! Then, it becomes just a matter of filming something, adding captions, and having a good CTA at the end.

Video ads are an especially great medium if your goal is to increase brand awareness, engagement, and social following. You can more effectively implement branding and get a good following of loyal, potential customers.

6. Consider mobile ads, as well as Instagram

When it comes to Facebook, all ads really should be mobile ads—as most people use Facebook primarily on their smartphone. Mobile ads, on average, outperform desktop ad placements; that means that desktop ads have a higher cost-per-acquisition than mobile ads.

Instagram ads are part of the same platform at Facebook ads, so it’s easy to launch a campaign that has both Facebook and Instagram ads. Instagram definitely skews to a younger demographic, so you should adjust those ad sets accordingly.

Instagram ad costs are slightly lower than for Facebook, which means you can reach just as many people at a slightly reduced cost.

If you want a high-performing ad that drives sign-ups or clicks to your website, implementing both Facebook mobile and Instagram ads will help you get the most success.
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