Cape Town, South Africa

Facebook Adverts for Dummies

From the Coco Creative Paid Media Desk

So Facebook ads are a bit of a beast… We know this, it’s why we’re in business 🙂

The new Ad Manager on Facebook seems so complicated at first – so many campaign options, so many boxes to check, so much industry jargon. It is no wonder loads of you are spending money on ad campaigns that generate poor results – there is so much that can go wrong!

…so many campaign options, so many boxes to check, so much industry jargon!

We run campaigns for our clients all the time. We have spent months and months playing around with different campaign set ups with different objectives, taking the time to really understand the best way to go.

scenarios and our top tips

  • Clearly define your objective before you start. Most people think that their objective when running Facebook ads should be to procure Facebook followers/page likes. Wrong. Buying your followers on Facebook (which is effectively what you’re doing) has no value. You will end up with followers who have no particular interest in your page, and you will have spent money buying them. You are better off focusing on your organic page growth by increasing engagement.
    The Tip: Avoid Page Likes as an objective
  • Test your images and call-to-action buttons. There is no golden rule here, but what we recommend is setting up two or three identical campaigns with the exception of either the images used or the call-to-action buttons. Not both because if there are different results, how you are to know what caused them – keep the variables low.
    The Tip: Run several almost identical campaigns at a time, changing only one variable.
  • Use the Lead Generation or Engagement campaign set up. These are great tools recently introduced by Facebook because you are only billed when you get either the lead, or when someone engages with your post. It is then up to you to make sure your value proposition is stron enough to convert your audience, but Facebook will do the procurement part of the exercise for you, and they’ll only charge you for the results.
    The Tip: Stick to Lead Generation or Engagement campaigns
  • Keep it simple with your audience. Facebook have made it incredibly detailed when it comes to developing an audience using their parameters and data. You can define your target audience almost down to what they are having for breakfast (yes, they’re watching us that closely). Your audience for ad campaigns will vary depending on your objective. If your objective is to develop an email database of new potential customers, then you are going to want to run a lead generation campaign with an audience of new recruits – so people who have never engaged with your business before.
    Our recommendation here would be to create a Lookalike Audience – this is Facebook’s tool that allows you to define your audience as people who are similar to your existing customers. You can do this by uploading your current email database into Facebook, they will then find those people and then create a new pool of similar people to which they’ll serve your ads.
    The second simple option is to use their re-marketing tools and set up audiences of people who have already engaged with your brand, whether via Facebook, Instagram or your website. This is great as a conversion campaign because Facebook will then serve your ads to people who have already shown an interest in your company, and your money will be well spent. This is a great audience if your objective is conversions.
    The Tip: Use either a Lookalike Audience or an Engagement Audience
  • Test your images and call-to-action buttons. There is no golden rule here, but what we recommend is setting up two or three identical campaigns with the exception of either the images used or the call-to-action buttons. Not both because if there are different results you are to know what caused them – keep the variables low.
    The Tip: Run several almost identical campaigns at a time, changing only one variable.

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