Facebook Advertising Best Practices for Businesses
- Cross-reference targeting options when reporting: The ability to target groups of people on granular levels, such as age, location or even favourite bands naturally brings a wealth of opportunity to marketers. However, ensure you cross-reference these targeting options when reporting. What is regularly seen is that advertisers will find particular combinations of age group, gender, location or any other targeting options that are converting particularly well for them and others that are converting poorly. When you identify these converting “sweet spots” concentrate your budgets and efforts there whilst removing budget from the poorly converting demographics. In much the same way you would with keywords in search marketing.
- Use search marketers to run your campaign: Many times Facebook Advertising campaigns are being run by the same people that run online display campaigns. While Facebook Advertising, is a hybrid of online display advertising and search, the skills needed to effectively run campaigns are mostly held by search marketers. By their very nature, search marketers have the ability to be very granular and numbers focused, that is why you will never see a good search marketer with less than two screens in front of them full of data. They love to get down with the detail of data driven campaigns, and understand how different creative and targeting has an impact on conversion, which is exactly what Facebook Advertising needs.
- Constantly rotate and test ad creative: Users average over seven hours a month on Facebook, so ads are presented much more regularly than on other platforms. Because of this, it doesn’t take long for users to become “blind” to ad creative. Additionally, if your ad has low click-through rates Facebook may look to serve the ad less than newer ads without performance history. Rotating creative is important to keep ads fresh and quality scores high. Facebook themselves suggest moving around images and copy every couple of days to encourage clicks. Serving a variety of ads to the same target group can also help you hone in on the messaging and images that make an impact on particular segments and lead to conversions.