With more than one billion daily active users on Facebook, it’s easy to see why this platform is a popular advertising choice for marketers. With such a large and diverse reach, it’s generally a safe bet that a boosted post on Facebook can help your business move the needle.
If you are new to social ads, however, setting up a Facebook ad can be an intimidating experience. So, how do you make sure you are getting the most from your advertising dollars on Facebook?
The complete answer to that question would fill a book, but here are three steps you can take now to enhance your ROI.
Draft A Call-To-Action Caption
This is one of the most important things you can do to set up a successful boosted post for Facebook. It’s important that your caption isn’t too long, is easy to understand and most importantly, has a very clear and trackable call-to-action.
We find it helpful to think of your call to action before drafting the post. Start with what you want your potential customers to do when they see your boosted post. Do you want them to follow up by clicking on a custom link to a landing page or calling your sales team? Establishing the end goal first will help keep your caption focused and concise.
Short writing is often the hardest, but it’s important to keep your caption short and to the point. Doing this will allow your text to be fully visible. You want to avoid someone having to click to “read more” on your post; this is where many brands lose valuable conversions.
Choose The Right Type Of Visual
If you’re new to Facebook ads, this is the most important step. Many advertisers still don’t realize that an engaging visual — that meets Facebook’s requirements — can make or break the success of the post. When selecting the visual, it’s crucial that you play by Facebook’s rules, and they do have some strict ones.
The most important thing to keep in mind is that text cannot take up more than 20 percent of your image. This is harder than it seems but incredibly important. Too much text and your ad won’t “serve” as well, meaning fewer people will see it. Simply playing by Facebook’s rules and selecting an image with very little or no text will allow your ad to earn a greater impression for the same budget.
If you need considerable text in your visual, consider making your image a video and placing the text in the middle of the clip. At Digital BizCom, we’ve found that videos that don’t contain text in the opening but include it later perform just as well as images without text.
Pairing a strong visual with a compelling call to action will help your ad perform at its best.
Knowing Who — And How — To Target
When you get to this step it can seem like there are endless options. This is where knowledge of your target customer is key. Do you know the demographics and location you’re looking to convert? What about the places they frequently shop or their interests?
If you don’t already have this information, it’s often helpful to sit down with your sales team and identify what patterns or trends they see among your best customers and then translate their feedback into your targeting.
Making the most of your Facebook ad can be tricky, but following these three simple steps will go a long way to helping you make the most of your ad budget.
We say that confidently because we’ve done it! Learn more about how recently helped a client increase their Facebook ad performance by 76 percent here.
If you would like to learn more about how to maximize your online marketing, email us or call (214) 458-5751.