Sharing is caring. Many marketers, ranging from small business owners to large enterprises, know that Facebook ads can be a great way to build brand awareness and drive traffic back to their website.
But... when should you use those ads? And what kind of content should you run? What about cost per purchase or lead? Follow these steps to get the most out of your Facebook ads. "The right time to run Facebook ads is just before or just after publishing new content that you want people to see," says Brad Batesole, senior director of digital marketing at C3 Metrics. "That's what our best customers use them for." This might seem strange because the goal of any ad is to get people to take an action. But typically, the best time to take an action such as clicking on your website or signing up for a webinar is when prospects are at the top of the funnel and still learning about your products and services. You also want to make sure you’re getting your moneys worth. You should only spend on ads that have a higher conversion rate. Here are a few types of ads you should look into buying:
Carousel ads that allow you to show multiple images or videos in one ad. Carousel ads are great for businesses that want to show off their product in more detail to possible customers.
Lead generation ads that ask for someone’s email address in exchange for something like an ebook or whitepaper. These types of ads are great for businesses that want to increase their email list database.
Page Like Ads
Page like ads that build on your existing Facebook fans. These types of ads are great for businesses with an active fan base because it allows them to show more relevant content on their page, increasing engagement and reach.
If you run website conversion ads, it’s important to track click-through rates. "Some of our best customers are ecommerce companies who do $15 to $20 in revenue per order," says Batesole. "So we track the entire funnel, from someone clicking on their ad all the way to when they make a purchase."
That means mobile app companies and software companies who might not do as many conversions, but still want to follow their customers throughout the funnel, can also benefit. We recommend setting up tracking pixels on your website so you can track where each customer comes from as well.
Posts that are optimized so people can see them in their newsfeeds even if they don't have any connection with your company or brand.
Video ads, which now autoplay on mobile devices. Videos are more effective than image-based ads because they allow you to show off a product or service quickly and efficiently, says Sarah Ware, vice president of social media at digital agency Point It. Facebook is the easiest way to represent your brand in a video format since most users are logging into Facebook with their personal accounts. But don’t put all of your eggs in one basket. It’s not an either-or proposition, you should definitely consider testing multiple objectives—like driving engagement with content and driving conversions to your website.
Testing Different Days
Don’t be afraid either to experiment by running ads on different days of the week or changing up the copy. You might see that weekends are a more effective day to run ads. Or maybe Facebook is a good place for you to test different messaging.
There are many ways to advertise on Facebook. To get best results, you’re going to have to test a variety of factors over time. As you test more variables, you'll eventually find the type of ad that works for your business. If you need help running the best Facebook ads, contact Gold Penguin Marketing for all your PPC needs!