Make the most of Facebook advertising
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.