Your organic social media strategy is coming along nicely, your website is optimised, you’ve dabbled in Facebook Ads and the sales are coming in, but you’re thinking… now what? How can I take this success to the next level? It’s time to dig into Facebook Ad optimisation.
Facebook advertising can be a powerful tool to add to your kit but to reap the greatest results requires ongoing commitment. Unfortunately we see many brands who are not using Facebook ads to its full potential.
At Compass Studio, Facebook advertising is one of our core services and we want to help you elevate your results. We’ve answered the 5 most popular questions that we get about Facebook Ads. This will give you a jumpstart to get the knowledge you need to take your ads to the next level.
1.How should I be structuring my Facebook campaigns?
Ever dived into your Business Manager and felt instantly overwhelmed by the options of Campaigns, Ad Sets, Ads? Let’s break it down as knowing how these parts work together will help you know how to set up a successful ad.
Campaign – Here is where you set your objective. For example, this might be encouraging your audience to visit your website (traffic campaign). Or you might want your audience to buy your product (conversion campaign).
Ad Set – At this level, you will define your target audience, your budget, when and where you want your ads to run.
Ad – Here is where you create the ads you want to run. Choose your images or videos and write the ad copy that you think will resonate with your audience.
As you can see in the image below, to optimise your ad campaigns, it’s important to test.
By this we mean:
a) Testing in the ad set level: this might be testing different audiences, or on different platforms (instagram vs facebook)
b) Testing in the ad level: this might be testing different image types (single or carousel), different images themselves, ad copy angles, headlines, or call to action buttons.
When it comes to structuring your campaign, we suggest implementing a funnel strategy, which leads us into our next frequently asked question…
2. What is the Facebook Ad Funnel?
Here at Compass Studio, we’re all about the funnel.
A Facebook funnel works to sift through your wider audiences to leave you with a smaller audience. These are the ones who are most likely to convert when they reach the bottom of your funnel.
The funnel consists of three parts; brand awareness, consideration and conversion.
This is how you can take your audience on a journey so that they KNOW, LIKE & TRUST you. This will encourage them to know the value of what they’re buying and how it will help solve a solution for them. Using this method will allow you to use your budget in the most effective way possible.
Is it absolutely necessary to do a Facebook Ad funnel? No. But think about your customers point of view. Running one conversion campaign is not so different to seeing an attractive person across the street, approaching them and instantly touching their shoulder. It’s uncomfortable, confronting and it most likely won’t get the results you hoped for. However, if you approach the person with a smile and a compliment, which leads to a conversation, you’re in a much better position to achieve your intended outcome.
To break down the three sections further:
- Brand awareness is used to establish a relationship with your target audience to gain their trust and let them know who you are and what your offer is.
- Consideration is the next stage of the funnel where we retarget those users who express interest in the first stage of the funnel. Here we nurture them with more information that is designed to put you in a position as a differentiator from your competition.
- Conversion is the last stage where the audience pool is significantly smaller and refined as these users are the most interested and have the highest intent of converting.
3.What makes an effective ad?
The question everyone wants to know. The truth is, you honestly won’t know what ad will work unless you split test your ads during your campaign. One image that you thought would resonate the most with your audience might flop.
But here’s some tips that might help you in the right direction:
- Invest in high quality images and video content. This will help you tell your brand story, which is a must (especially for your brand awareness campaign).
- Write compelling copy that entices your audience to want to learn more about you and what you’re about.
- A website that is mobile friendly and has a nice looking landing page that the ads can drive to. This is very important as you could have the best cost per click ad that resonates with your audience. But if the landing page that you’re driving your traffic to is not optimised, you’re going to have a significant drop-off. Your audience may assume it’s a scam or the product is not worth the investment you’re asking for.
4.What is a Facebook Pixel and do I need one?
The Facebook pixel is a string of code that is placed onto your website that essentially tracks all users that land on it.
This is highly recommended to have even without running ads. But if you’re looking to run Facebook Ads it’s mandatory to have one as it is used to gather all those who land on your website for retargeting.
A Facebook pixel also allows for better executive decisions when optimising and building ads. The data you collect will give you a better understanding of what ads work, what the user does once they land on your website and what percentage of users drop off from adding an item to their cart to not completing the order.
5.What is the best video ratio for Facebook Ads?
The best video ratio is 4:5 or ‘portrait’ as it takes up 99% of the users mobile feed. This reduces the likelihood of the targeted user to scroll past the ad. It also has a greater effect on the user as it is bigger and can hold greater detail.
6.How much budget should I spend per month on Ads?
This depends on many things (especially if you’re in eCommerce). Consider things like:
- What is your revenue target?
- What is your average revenue per sales?
- What’s the number of sales you need to make to hit your revenue target?
- What’s your current website conversion rate?
By knowing the answers to these questions, you’ll be able to work backwards to work out what your average reach needs to be, how many link clicks you need, what your cost per conversion is, and therefore how much budget you need to spend on your campaign.
Don’t forget that if you’re looking at a conversion campaign, you need at least 500 minimum to have an effective ad funnel and strategy in place to achieve the greatest return on investment.
Still confused or feeling overwhelmed? Drop us a line at email@example.com, we’d love to hear from you.