How to Develop a Facebook Ad Strategy that Delivers a Better ROI
Digital advertising is cheap compared to traditional advertising, but we know you still want to spend your hard earned dollars in a way that gets you the biggest return on investment (ROI) that you can possibly get.
Diving into digital advertising, such as Facebook Ads, can be confusing. There are so many options out there and so many decisions to make about each campaign you run. From target audience factors to what your graphic looks like, it can be overwhelming to think about coming up with the perfect Facebook Ad campaign!
As with any marketing and advertising effort, you want to enter into this endeavor with a solid strategy. Without one, you might as well just toss adverts to the wind and hope they show up in front of the right people.
What To Know Before You Jump In
If you have spent any amount of time on Facebook, you know there are a lot of ads there. There are more than 3 million businesses actively advertising on the platform.
The reason there are so many advertisers on Facebook is because it works. Because Facebook lets you drill down by micro-targeting, it is an excellent way to reach your desired audience.
But just because you run an ad on Facebook, success is not guaranteed. Those who have been less than successful fail to understand their ideal customer and how to target them. So in the end, the question isn’t whether or not you should advertise on Facebook. The question is how do you advertise on Facebook in a way that is worth your time and money.
Questions to Ask
To start planning your strategy, there are a few things you need to ask yourself to better understand who your customer is and how they behave. Knowing the answers to these questions will help you formulate a winning strategy.
- Who is your customer?
- What does their family situation look like?
- Where do they work?
- How much do they earn at their job?
- Where do they live?
- Do they rent or own their home?
- How do they spend their free time?
Once you have answered these questions, drill down even further to understand how your customer thinks.
- What keeps them up at night?
- How is their emotional state and what needs are they looking to have fulfilled?
- How do they see themselves or identify themselves?
The Customer Journey
Once you have gotten to know your target audience on a deeper level, the customer journey will begin to take shape. This journey starts with a customer recognizing they have a problem, then searching for a product or service that can answer that problem.
This journey is also referred to as a funnel. At the top of the funnel is the awareness phase (recognizing there is a problem). The middle of the funnel is the consideration phase (when the customer is shopping their options). The bottom of the funnel is the decision phase (when the customer takes action).
Crafting a Great Call To Action
Understanding the needs, or problems, of your target audience will help you craft your messaging in a way that gets your target audience to take action. In other words, knowing what problem you are solving will help you write a better CTA (call to action).
How do you write great copy that gets users to take action? Start by identifying the problem your target audience has, then tell them how your brand can solve that problem in a way that your competitors can’t. Adding in phrases such as “for a limited time” or “get it before it sells out” can add urgency, getting your target audience to take action more quickly.
Many brands make the mistake of targeting warm leads with ads urging them to take action, but warm leads aren’t ready to buy yet. Serving them a straight sales pitch can turn them off. Patience is key to moving leads down the sales funnel, so provide useful content to warm leads that will answer questions as they consider their options.
When crafting your copy and correlating graphics, make sure you stick to your branding. Everything you create should be identifiable on sight as your brand. Stick to the voicing you have chosen and use graphics or photos that stick to your colors and style.
Finally, many advertisers make the mistake of only doing paid advertising on a platform. Once you have turned a lead into a paying customer, you want to cultivate that relationship further, turning them into loyal customers that come back for more time and again. That means you need to serve up organic content on your feed as well. Providing rich content (content that is both valuable and free, like tutorials or how-tos) engage your followers and keep the conversation going. That way, when you serve up another ad to them later on, you won’t have to work so hard to move them down the funnel to the decision phase.
Need Assistance Crafting the Perfect Facebook Ad?
Tintero Creative has experience helping our clients craft winning Facebook Ad strategies. We empower our clients to be active in the story they tell and guide them to healthy and sustainable marketing tactics. Schedule a free consultation to learn how we can help you improve your online presence through Facebook Ads.