Nine Strategies for Improving Facebook Advertising Effectiveness

In recent years, Facebook, as the global leader of social networking sites, has attracted more and more B2B companies. For them, besides having an active user base of over 2 billion per month, Facebook's powerful advertising targeting tools also have great benefits for its brand growth. Currently, there are over 3 million advertisers advertising on Facebook. It can be imagined that the competition for advertising placement is very high.

So many advertisers are trapped in the dilemma of either low conversion rates or high click through costs. In fact, this can be optimized. Today we will discuss how to improve the effectiveness of Facebook advertising with just two.

Before that, let's first learn a commonly used term for internet advertising: Click Through Rate (CTR). The click through rate is the ratio of the click through frequency of a single advertisement to the exposure (the number of times the advertisement is viewed). CTR, as an important indicator for marketers to conduct data analysis, can intuitively evaluate the effectiveness of advertising.

As is well known, click through rate is an important factor driving conversion. If the click through rate of the advertisement is too low, it indicates that the attractiveness of the advertisement is not up to standard, and it will not be able to attract visitors for the next step of conversion behavior.

Secondly, we need to understand the concepts of CPM and CPC. CPM (Cost Per Miller) means paying per thousand impressions, which means that even if no one clicks on the advertisement, your money will flow out in a crash; CPC (Cost Per Click) is a per click fee, which means that no matter how many million exposures you have for this advertisement, as long as a user clicks, you only pay for one click.

These two cost models both adopt a bidding system, which means that when we advertise, there is no pricing standard. The advertising expenses spent mainly depend on how much other advertisers are willing to pay for "click" or "exposure" for the same audience (gender, region, age, hobbies, etc.).

So which mode is better?

If your budget is limited and you are more focused on results, and lean towards sales, CPC is a safer option. If you are promoting the company, you can choose CPM to promote your products or activities on the fan page. However, it should be noted that if the click through rate (CTR) of CPC is not high, Facebook will automatically reduce your exposure, so basic CPC will not run. If the click through rate of CPM is not high and the target audience exceeds one million people, and almost no one clicks on your advertisement, a few hundred dollars will be wasted. So you need to test your advertising in multiple ways (including copywriting, creative material, placement, audience settings, etc.)

The best approach is to test these two modes and choose the one with a comparative advantage based on advertising effectiveness. In summary, choose your advertising mode based on your CTR, with CPM for high and CPC for low.

The research results indicate that the good click through rate of Facebook advertisements is between 2-5%. So how can we effectively improve click through rates and make advertisements play their due role?

1. Pay attention to the audience range

Facebook advertising has a powerful database that can help us find precise target audiences, including demographics, behavior, and interests. And the ultimate goal of advertising is to target specific audience customers, thereby inducing them to engage in purchasing behavior. So, the scope of the target audience is very important.

How to accurately select an audience? Many advertisers choose the audience with the largest audience, but this is actually quite broad. Many times when we accurately select the target audience, we try to select interest options that are not marked with "#" to improve the accuracy of our audience.

2. Redirected advertising

The data shows that the cost of retaining existing customers is lower than attracting new users. So it's important to hold onto existing customers and attract them back to the website to make purchases again.

The significance of redirected advertising lies in re marketing customers, stimulating potential customers' purchasing desire, and recovering lost customers. This requires optimization of the website, which can be promoted by combining Custom Audiences and Lookalike Audiences, making it easier to accurately identify potential target audiences.

3. Improve the quality of advertising images

The image of an advertisement is a direct way to attract customers, so the image must be able to clearly display the product information. You can choose to add attractive dynamic visual effects, such as videos, animated graphics, etc. The copy needs to be concise and clear, striving to capture the "pain points" of users and showcase the value of the product, in order to resonate with customers.

How can a creative image be considered? There are three elements, the first one is to choose pictures with characters, and it is best for the characters to represent the characteristics of your audience. The pixel size of Facebook advertising materials is 1200 * 628, so it is best to use high-quality materials; The second choice is to use text based images, with bright text colors to highlight the material and increase click through rates. You can use questions or highlight the theme of your app; The third choice is humorous and humorous images. Unreasonable advertisements can increase clicks, which is absolutely true.

4. Improve copywriting quality

What kind of copywriting can attract people? Advertising copy should include three elements: high relevance; Call to Action (CTA); It is valuable to them.

5. A/B testing

This is the split comparison test that we often mention. This test can help advertisers understand the impact of various advertising elements on marketing performance, quickly test marketing effectiveness, and continuously improve advertisements to achieve more click through rates. Facebook advertising not only needs to undergo A/B testing, but also needs to undergo different tests on copy, audience, conversion targets, and layout. With the help of Facebook A/B testing, you can compare and find the best setting plan for each advertising series regarding target audience, placement optimization, layout, creativity, or product series.

6. Use Audience Network advertising space

After using the Audience network advertising space, it means that your advertisement can appear on more opportunities than on Facebook, Instagram, and Messenger to display on the native, inset, banner, video slot, and reward video advertising spaces of mobile applications and websites, reaching the ideal target audience.

In fact, to put it simply, after using the audience network, you can expand your advertising to high-quality publisher platforms related to the audience outside of Facebook, so that you can measure the advertising effectiveness of different publishers, channels, and across devices.

7. Update advertising creativity

Over time, audiences who have previously responded positively to advertisements may experience aesthetic fatigue. When the relevance score of an advertisement decreases, try creating a new advertisement with new content targeting the corresponding audience group.

8. Pay attention to your competitors

No matter what industry you are in, whether it's clothing, education, healthcare, or real estate, you can use the data compiled in the Facebook advertising benchmark to understand how effective your Facebook advertising is and what gaps it has compared to competitors.

9. Advertising placement period

During the year, there are always certain special periods when advertising costs are abnormally high compared to normal times, due to intense bidding, such as Super Bowl, Black Friday, Labor Day, etc. During these crowded days or shopping seasons, in the United States, especially towards the end of the year, competition among major manufacturers is very fierce, Small manufacturers with insufficient cash flow or insufficient capital are simply unable to compete with large manufacturers.

The above are the nine strategies that Sail Easy brings to everyone to improve the effectiveness of Facebook advertising. To save money and achieve good conversion in Facebook advertising, it is not easy. To be effective, it is necessary to take time to thoroughly understand the platform's characteristics and adjust advertising strategies accordingly, in order to make your brand noticed!