May 12, 2021
6 min read
Opinions expressed by Contractor the contributors are theirs.
The strength of any structure lies in its foundation. When it comes to Facebook marketing, it comes down to setting up your campaigns. A solid and proper setup will result in better success.
Let’s talk about the five components of a Facebook campaign that you need to set up correctly to ensure your success with Facebook ads.
Targeting: talking to the right people
Targeting is the most important aspect of Facebook ads. Outbound marketing has proven to be ineffective these days. Instead of casting a wide net, you need to know where to cast your narrow, focused net to make your marketing precise.
Reaching a larger audience – broadcasting a wider network – can actually produce faster results. But it is more expensive and the returns will be less than satisfactory.
On the other hand, targeting a specific audience – launching a narrower network – takes a lot of time. But it’s cheaper and you will get the variety and quantity of customers you want.
And just like fishing grounds, your target audience will also be constantly changing. To ensure proper targeting in your campaigns, you must constantly refine and optimize your target audience.
To help you understand who your ideal prospects are, always do your research and engage in social listening. Listen and observe to see who your audience is so you can market to the right people.
Headlines: Avoid “harassing” your audience
Sensational headlines have been the bane of marketing since the invention of the printing press. Yes, curiosity is a big factor in what gets people to click. But a Facebook campaign isn’t just about clicks. It’s about building community and making conversions.
The best way to derail such community building is to use click bait headlines. I’m sure you met them on your Facebook timeline. Those vague and touching titles that immediately disappoint you once you click on any of them. Your audience deserves better.
Use transparent, easy-to-understand headlines that address the specific people you are targeting. Again, having the right target audience is your first step. Using the right, relevant headlines is your second step. Both must be properly configured.
Otherwise, even if you don’t view your headline as bait, it can be misinterpreted as such if sent to the wrong audience.
Related: How To Turn Your Brand’s Facebook Into A Marketing Gold Mine
Copy: always have multiple iterations
The term copy can be misleading. This may imply that if you have a marketing message you can just copy it, send it to multiple people, and see what happens.
In reality, this means that you need to have different copies of your marketing materials. Always test them to see which copy works on which group of people.
And yes, even your already specific niche of people can be broken down into additional subsets. These subsets should be targeted with a single copy. You will need to test and adapt this copy for this specific audience. Make sure you have different iterations of your ad copy to cater to different segments of your audience.
Remember that your advertising content is an extension of your title. Its main purpose is to grab people’s attention. Make it interesting without making it sound like bait.
Visual components: make them stay
Your Facebook campaign has only two types of visual components: images or videos. If you want to have a successful campaign, you have to have a video.
First, videos are cheaper in terms of cost per lead than images. They are also more effective during engagement. They get more likes and shares, people watch them for longer, and they provide more information to viewers.
Second, video production isn’t that expensive anymore. Just use your iPhone to record, turn on your lights, and talk.
Consumers even prefer the authenticity of self-produced videos, shot over the phone, to full production setups. They are easier to understand and create.
Related: 5 Tips for Creating a Facebook Killer Ad Campaign
Call to action: tell them what to do next
Without a call to action, your Facebook campaign will be ineffective. Again, the goal of your Facebook campaign is to build a community and convert a good chunk of that community into customers. You can create a community with the four components described above, but you cannot convert them without a call to action.
Let’s say you’ve targeted your customer with your headline, copy, and video. Now they think, “Okay. You got me. I am interested. What then? ”Then you should tell them,“ Well, what are you waiting for? Buy now! ”
Your call to action must be strong. Otherwise, it will not be effective. It’s like performing a nice combo in boxing but never punching it.
And if you think your call to action isn’t strong because it’s short, extend it.
Calls to action aren’t just about buttons. They can also be part of your copy, as a guarantee. “Buy one now. And if that doesn’t work, you can send it back for free! Such a call to action will help dispel the prospect’s doubts, leading to their conversion to a buying customer.
Don’t stop putting up
Even after all of the components of your campaign are working properly, your job isn’t done. It is not a “set it and forget it” process. It is a “rinse and repeat” process.
The common misconception about a setup is that it is only done at the start of your campaign. While this is technically true, and you can use techniques to streamline this part of the process, you need to have multiple campaigns to be successful.
Even if you only have one campaign right now, you’ll notice that after a few months your campaign will level off and eventually deteriorate. This is when you need to start the process all over again, starting with your setup.
Now that you know the basics of setting up your Facebook ad campaigns, you can fine-tune each component, adapt to trends, and optimize campaigns to get the best results from your Facebook ads.
Related: Find Out How To Grow Your Business With Facebook By Learning Marketing Strategies