The holy grail for many business owners is working out how to successfully run a Facebook ad campaign? With millions of users at their finger tips it seems so simple.
Make a successful Facebook ad and the orders will come flowing in….. Unfortunately, in reality creating a successful ad isn’t so simple.
But in today’s post I we are interviewing the Founder of Task Pigeon. I came across Task Pigeon after reading a post about getting their cost per Facebook engagement down to 2 cents and knew I had to reach out to the founder Paul.
I wanted to ask Paul to shed more light on the topic and how he managed to run a successful Facebook ad campaign. But first I wanted to get his thoughts on what are the key benefits of using Facebook ads over other platforms such as Google Adwords?
Well first of all Facebook has fantastic reach. Pretty much anyone who is a customer, or potential customer will be on the platform and you don’t need to wait for them to search for you or a particular solution in order to advertise to them.
Secondly, Facebook ads can be hyper targeted. We all know that Facebook gathers a lot of information on us and as an advertiser that helps ensure our ads are highly relevant to the audience we are targeting. For example one of the posts I recently put together on Elon Musk’s to-do list was targeted to people with an interest in Tesla, and SpaceX, and Hyperloop and Elon Musk himself.
No other platform allows you to get to that level of detail. Plus if you get it right Facebook advertising doesn’t have to be expensive.
So, when you set out to create a new Facebook ad or campaign what are some of the most important things to consider?
The number one thing to keep in mind is that your ad needs to be compelling. We all use Facebook and know how fast we can scroll through our newsfeed. People literally glance at what is on the screen and if you can’t catch their attention then they won’t even remember who you are or what you are trying to see.
Naturally, the next thing to consider is what makes an add compelling? First of all, it must be visually appealing and intriguing. It should make the viewer itch to see more of it. This is a fine balance. You want to make sure the image and the heading is interesting enough for the reader to engage with your ad, but not give them all the information otherwise they might not need to click.
Secondly, you need to get used to saying a lot in a few words. You theoretically can writes walls and walls of text but the most successful Facebook ads don’t use a lot of text.
Finally, and this one is sometimes seen as annoying by new Facebook advertisers, but you have to make sure your ad complies with Facebook guidelines. For example they don’t like images with a bunch of text and if you fall foul of their guidelines your ad performance will suffer at best. At worse, they won’t even run the ad.
Thanks Paul. There are some great tips there for people who are looking to get started with Facebook Ads. The next question that really comes to mind is what type of Facebook ad is best? Facebook now supports a number of ad formats so it can be quite confusing to know where to start?
You are right. The options seem to increase each and every month. By far and away the flavor of the month at the moment is video ads or native video content that you then promote. The downside with this approach is that it can cost more money to create the ad and may be out of reach for businesses just getting started with Facebook advertising.
As a result the next default is a photo based ad (ideally a photo carousel as that gives you the option to select and optimise across multiple images).
Beyond that you start getting into the desired outcome of each ad. For example targeting impressions, clicks, conversions, page likes, video views, etc. Again it can be hard to know where to start, but for businesses new to Facebook ads I say to have faith in the platform and choose the option that most closes aligns to your goals. I.e. if you want to drive traffic to your website then select clicks, as the metric you want to optimise for.
You have been creating Facebook ads for a while now and slowly but surely you seem to have found a formula that works for you. What would you recommend people do after they have created their first ad? For example, what should they keep an eye on or how long until they should expect to receive results.
Once you have created your first Facebook ad it is important that you track and monitor its progress. You want to be testing your assumptions, text and images to find something that resonates well with your audience and drives down the cost per click or engagement (depending on what metric you are optimising for).
Finally, you want to keep educating yourself on how to create a successful Facebook ad campaign. There is so much to learn and Facebook is constantly changing so it you also need to invest the time to keep up-to-date with industry best practice.
So what results you would expect for someone new to Facebook advertising?
I don’t want to create a negative environment, however, don’t expect awesome results from day one. It took me countless Facebook ads, trial and error, until I found out what really worked for me and my audience.
All of your ads will technically “work” but the real success comes when you are able to drive down the cost per click or cost per engagement to a level where it gives you a competitive advantage.
What are your final words on using Facebook ads?
I can only hope that my experience helps you on your journey to create a successful Facebook ad. Just remember it is trial and error and will take some time until you “nail it”. But when you do Facebook can be a very effective marketing channel for your business.
Also published on Medium.