Studies show that almost 74% of Facebook users log into their accounts daily. Remember this platform has over 2 billion users. 74% means over 1.5 billion people use Facebook daily. As a brand, you have all these numbers at your disposal and you can turn a portion of them into your paying customers through Paid Ads. Facebook Ads have particularly been superior when it comes to their targeting parameters. Facebook gives lots of options in targeting to make sure your Ads reach the right audience.
However, choosing the right audience for your brand is one of the biggest challenges for many marketers. Knowing who your audience is in this aspect is what will help you choose the right audience. Another challenge is knowing the type of content that will trigger your audience to take action. In this article, I am going to guide you on how best to create your Ads and also target the right audience. Here are some of the strategies you can use while running your paid Ads
Choose the right objective for your Ads
While creating Ads, the first step is always choosing the objectives of your campaign. Choosing the wrong objective will make all the next almost useless. That’s why it is important to have a clear objective of what you want your Ad to accomplish. Some of the campaign objectives include; brand awareness, conversions, engagement, app installs, video views, etc. For instance, if you want to get page likes for your new Facebook page, your objective, in this case, should be brand awareness. Choosing something different will give you undesirable results
Use retargeting. It’s so powerful
Retargeting simply means targeting people that have previously interacted with your brand. This can include people who have visited your website or specific pages of your website. This strategy is powerful mainly because it is easier for people who are already familiar with your brand to buy your products than those that are not aware of it. You can also target people who like your page and their friends. This strategy has been used by many brands and it has turn out to be more efficient than targeting a new audience. However, if your brand is new, this strategy may not work for you since you don’t even have people to retarget.
Be careful while choosing the placement for your Ad
Placements are mainly the platforms where you want your Ad to appear. Some of the available placement options are; Instagram, messenger, newsfeed, stories, mobile devices, desktop computers, etc. So based on your study, you may choose where you want your Ad to appear. For instance, if you want people to install your mobile app, it would be a bad idea to include desktop computer users in your placements. In a situation where you are not sure of which placements to choose, always select automatic and let Facebook choose for you depending on the type of Ad you are running.
Make sure your mobile content is well optimized
Over 80% of Facebook users access their accounts via mobile devices. This means they will most likely view your Ad from their mobile phones. So, ensure the mobile version of your Ad favours the mobile view. While creating your Ad creative, always choose an image that is in the perfect resolution for mobile devices. Also, ensure that the text is in the best format that will easily be read on a mobile phone. Facebook allows you to preview your Ad on all the placements as you create it. So, you will be able to see how the Ad looks like on mobile devices while creating it. Another thing is that a mobile-optimized Ad will always be okay for the desktop but the reverse is not true.
Monitor your Ads and make changes where necessary
It is important to always monitor how your Ad is performing and use that information to make changes in that very Ad or the future Ads. Facebook provides Data regarding the section of your audience that is interacting with your Ad the most. This is what you should base on while creating a target audience in your future Ads. For instance, if you realize that over 80% of men aged between 25 to 30 are the ones interacting with your Ad the most, you may opt to exclude those that are 5 years below or above this age bracket in your future Ads.
There is no standard formula for running Facebook Ad that works for every business. But it is always important to know the basics that you can start with. The above five strategies can be used by any business to get the best out of their Facebook Ads. The most important thing is to monitor and make changes until you come up with the best format of running your Ads. You also need to note that Facebook is always changing the rules for running Ads. For instance, today, Ads that contain a lot of texts will get a smaller reach or even be rejected by the algorithm. So, you will need to constantly update yourself about what is working so that you get the best out of your Ads budget.
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