Make the most of Face­book advertising

The Peterborough Evening Telegraph - - BUSINESS - Louise Bar­rett, of Me­dia Mat­ters

When post­ing an up­date to Face­book it’s likely you will have no­ticed an ap­peal­ing blue but­ton call­ing for you to ‘Boost Post’.

It can seem tempt­ing when you dis­cover boost­ing a post can be a low-cost and su­per quick way to reach thou­sands more Face­book users.

Yet, sim­ply boost­ing a post is far from an ef­fec­tive way to utilise Face­book advertising. Set­ting up a tar­geted cam­paign is not only more likely to offer bet­ter re­sults, but it can also pro­vide in­sights into your tar­get au­di­ence.

Make the most of your bud­get with plenty of test­ing. Run split tests to com­pare what res­onates best with your au­di­ence.

Al­ways keep your ob­jec­tives in mind when test­ing your mes­sag­ing and art­work. If you’ re go­ing for con­ver­sions, in­clude a very clear call-to- action.

If you want in­creased en­gage­ment, are you por­tray­ing your brand val­ues clearly and en­cour­ag­ing in­ter­ac­tion from the au­di­ence?

Re­mem­ber who you are talk­ing to, and what mat­ters most to that au­di­ence. Aim to pro­vide a mes­sage rel­e­vant to them and offer some­thing of value. Also ex­per­i­ment with dif­fer­ent ad­vert for­mats.

Face­book of­fers a whole range of dif­fer­ent for­mats to try. For ex­am­ple, carousel ad­verts are a se­lec­tion of click­through im­ages with a short sen­tence be­low each im­age. Can­vas ad­verts are im­mer­sive, vis­ual ex­pe­ri­ences where users view a se­ries of im­ages or videos within their news feed af­ter ex­pand­ing the ad­vert. Col­lec­tion ad­verts are equally im­mer­sive but more fo­cused on driv­ing con­ver­sions, al­low­ing users to browse prod­ucts quickly, with­out leav­ing the Face­book app.

There are sim­pler for­mats that can be just as ef­fec­tive. For ex­am­ple, us­ing a sin­gle photo or video ad­vert.

Don’t for­get that you can also run In­sta­gram advertising via Face­book’s Ad­vert Man­ager, al­low­ing you to seam­lessly ad­ver­tise across the two plat­forms. Con­tinue test­ing beyond your art­work, mes­sag­ing and ad­vert for­mat.

If you are en­cour­ag­ing users to click through to a land­ing page on your web­site, test dif­fer­ent land­ing page for­mats and mes­sag­ing.

Use Google An­a­lyt­ics to see which land­ing page of­fered the best, most valu­able con­ver­sion or en­gage­ment rate. What­ever you do, when ex­per­i­ment­ing with Face­book advertising make sure you delve into the re­sults to un­der­stand who en­gaged most with what.

Use this in­sight to in­form your fu­ture advertising – on Face­book and else­where. You might find a par­tic­u­lar mes­sage res­onates well with your au­di­ence, so much so that you want to re­pur­pose it and try sim­i­lar mes­sag­ing in, for ex­am­ple, Google Adwords.

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