Make ADV in Facebook It has now become essential for anyone using their Facebook page for business purposes. What are the 10 basic elements that, although simple, are essential for the success of a Facebook Ads campaign?
- "I tried doing a campaign or two on Facebook, but I didn't get any results."
- “I used the “Highlight Post” that appears below each post and I have had more movement on the page, but I don't know how to quantify the results obtained.
- "I would like to do Facebook Ads, but I was thinking about investing 2 euros a day, let's see how it goes."
These are phrases that I often hear from many entrepreneurs, who have decided to "try" to create advertising campaigns. Facebook Ads on their own or because they are curious to try the platform or because they have been negatively burned by pseudo professionals who have made them invest a lot of money without achieving the set objectives.
Creating and managing Facebook campaigns is a real job :
- It is necessary to know the tool and the dynamics of user behavior.
- Technical and analytical skills (data interpretation) are needed.
- It takes time, in the sense that it is unthinkable to create a campaign and think about leaving it active for a certain time without reviewing it daily.
If you need to create a Facebook Ads campaign that has all the basic requirements for it to take off and bring you the desired results, I recommend that you carefully consider these 10 elements.
Choose the right lens
When you log in to the platform, Facebook It immediately asks you to select the specific goal based on what you want to achieve, then:
- If you want to increase traffic to your site, choose the “TRAFFIC” goal.
- If you want to get engagement on a particular post (i.e. likes, comments, shares), choose the “INTERACTION” goal.
- If you want to sponsor a video, choose the “VIDEO VIEWS” goal.
Targeting works well
You will surely know your products or services well, as well as your customers:
- How age are they?
- Where experi
- What are your interests?
- What devices do they use? (Also helps with Google Analytics -> "Public" -> Mobile "->" Overview ")
The fundamental point is to choose the right features in the targeting phase and, thanks to the implementation of the Pixel, also work on retargeting, using, for example:
- The CUSTOM audience -> You can create an audience made up of people who ya he visited your website (so potentially they are already very interested in your products/services) or interacted with your Facebook page or even people similar to your existing customers (you can upload a file of your current customers' email addresses).
- SIMILAR Audience -> You can create a lookalike audience to an existing one.
→ A tip - When entering interests, try to include competitors as well, by typing the brand name
→ Second tip : pay attention to the potential full coverage , because if it is true that the audience should not be too generic (otherwise we will hit people who are not really interested in us), it should not be too small, otherwise you risk not reaching a sufficient number of people and having too high costs.
Locate the “magnet” element
By “magnet” I mean the strategic lever that can attract attention and actually lead to conversion. Some examples of "magnetic" elements:
- Un discount code “strong” (like a 50% discount).
- Una novelty.
- Un anniversary (like Christmas).
It is a ploy to pamper the user in a particular way, and for a limited period of time (also relying on the persuasive concept of scarcity), and/or retain him.
Edit the copy
In addition to using "magnetic" words like novelty, easy, exclusive, free / free, useful, important, Choose each word carefully and also pay attention to:
- Syntax.
- Punctuation.
- Emojis -> Capture the user's attention well while scrolling through the Facebook newsfeed, but choose emojis according to what you are typing.
Some advices:
- Write a short and forceful advertisement .
- Use the active form .
- Sea specific and specific .
- Use a tone of voice whatever consistent with your brand positioning.
- If you want to highlight a particular word, you can put it in capital letters or turn it into a hashtag (so that it becomes visible immediately).
On the next screen you can see the careful choice of each word. Since the multimedia content is a mini-video showing the offices, the warehouse and the professional and precise method of preparing the merchandise (this is an e-commerce of body and hair care products), the copy presents:
- Incipit with the hortatory verb «Enter the world XXX» -> invitation to enter, almost physically, the store (which is an e-commerce, but where real people, hair care professionals work behind the scenes), together with the girl you see. in the video. The persuasive component of identification is also present.
- Brand strengths, which represent a warranty, an added value for the client: “professionalism”, “quality”, “transparency”, “reliability”. Often the user is blocked from purchasing online, because he does not know "who is behind it", if he works professionally, if everything is up to standard. With these terms it also wants to reassure the user about the quality and reliability of e-commerce (the site also specifies professional assistance to refer to any doubts or questions).
- Emoji which enhances the concept of "better", thanks to the image of the shining star.
Select the appropriate call to action
Facebook ads allow you to choose from several call to action buttons : be consistent.
If in the ad text you write “Subscribe to event…”, the call to action button could be “Subscribe”, or if you are stimulating the user's curiosity, you can choose “Learn more”.
Choose the correct image
The image must:
- Get attention
- reflect the concept expressed by the text
- make the user immediately understand what you are talking about
Here is a simple but intuitive example, where, among other things, you also look at the correspondence between the copy and the call to action button ( Discover ) and highlighting the strengths of the service: why the user should click on the ad and buy. those products?
Use UMT
I have already talked about it in this post : wearing Google UTMs (they are labels in essence), you can perfectly track your campaigns even in Google Analytics.
If you are running a campaign on Facebook, like » Campaign source » will put "Facebook" and how " Middle of the campaign » will put «cpc» (cost per click).
Insert the UTM link directly into the “Website URL” box of Facebook ads if you have chosen, for example, “Traffic” as your campaign objective.
The Pixel
You absolutely need to implement it on your website (or have it done by your webmaster) so you can monitor conversions and work on retargeting.
Facebook itself guides you step by step to install the pixel , which should be present on all pages of your site. You can also create specific “standard actions” such as cart additions, purchases made, form subscriptions, etc. Below is an example, in the case of an electronic commerce.
Analytics
Campaign monitoring should be daily: since Facebook Ads is an auction, every day it may be necessary to change the CPC (if you have set it to "manual") or other elements.
The eyelash "Analysis" The platform is well detailed and provides relevant data, such as:
- The activities, therefore the performances. For example, in the case of an e-commerce, I will immediately monitor the revenue, the number of total purchases, the unique purchases, the revenue per user, the revenue per purchase on average, the purchases per user on average. These items can be found under the heading “Revenue.”
- The persons, then all the data of your users, such as demographic data or the operating system they use.
Don't get tired of trying
You've read and heard it everywhere, including from me: a pricing and promotion strategy that works for one Facebook ad campaign may not work as well for another.
For example, I do a lot of image and copy testing.
On the screen you see the same campaign, the same group of ads and three different ads, where the copy is the same, but what changes is the image because I wanted to test which was the winning visual.
