In Facebook advertising, it is about targeted advertising that allows easier reach to target customers. You can define your target audience with various specifications that enable precise determination of the circle of people who will see the ads. Additionally, you can specify the age, gender, and location of your target audience to whom the ads will be shown, and many other parameters. Advantages of Facebook advertising:
- showing ads to relevant customers (only to users who are interested in the product/service),
- free ad display (you only pay when someone clicks on it),
- concrete measurability of advertising (achieving advertising goals and campaign progress),
- flexible advertising (adjusting ads and budget),
- complete overview and control over costs, …
At Malinca, we spend 10% of all monthly revenue on Facebook advertising, which brings us up to 40% of monthly sales and about 45% of total website traffic. Now, I would like to present to you 5 tried and tested tips for more effective Facebook ads – to make the most of your invested money:
1. Define the goal of the post
Before you start creating Facebook ads, write down the goals you want to achieve with each ad. We use 3 different goals and thus types of Facebook ads, namely:
- ads whose goal is for customers to visit our website and leave contact information (advertising sweepstakes, free e-books with recipes and tips for healthy living, new recipes)
- ads whose goal is for customers to make a purchase (sales ads or ads containing sales promotions)
- ads whose goal is to gain new Facebook likes
2. Define who the post is intended for
Who is your Facebook ad intended for? The main thing is to know who your potential customers are (age, gender, location). Example for Malinca: women from Slovenia aged between 22 and 55 years. We most often show ads to 4 different groups:
- everyone who liked our Facebook page (Connections – Include people who are connected to)
- groups of people filtered through interests
- REMARKETING: everyone who has already visited our website (ad manager – audiences – create audience – custom audience – website traffic)
- REMARKETING: everyone whose email addresses we have (ad manager – audiences – create audience – custom audience – customer list)
Ads that are shown to a smaller, precisely defined group of people are always more effective. For example, to all women aged between 25 and 55 who have been on your website in the last 90 days.
3. Determine the payment method
Determining the payment method for displaying Facebook ads. We optimize payment per click (you can also set the maximum price you are willing to pay per click) or per conversion (in case we advertise to a specific smaller group of people up to 10,000 – remarketing).
4. Content of the Facebook ad:
For sales Facebook ads, the most effective is an eye-catching image with people, the title/advantage of the promotion, and a call-to-action with as little text as possible. Examples of successful ads and the price we paid per conversion, which averages 25 EUR.
5. Monitor statistics
To be able to track results and sales statistics through Facebook ads, don't forget to set up the Conversion Tracking Pixel. You can set it up under ad manager – conversion tracking – create pixel – category checkouts. The code that is generated needs to be copied into the website code. You can do this yourself or send the code to your programmer.
