Do you want better results from your Facebook campaigns?
Are you looking to improve your tactics and get more out of your investment?
Then this is the perfect article for you. After all, Facebook is the perfect platform to reach a wide audience, and be able to narrow it down to the exact age, interests, behaviour and location of customers you want to attract. But if you’re in business, you want to be able to make the most of any investment you put into it. So, we’ve pulled together 4 of our favourite advanced Facebook advertising techniques that can take your Facebook advertising to the next level.
Capitalise On Event-Based Lookalike Audiences
Unless you have the most unique product in existence, the odds are there are other companies selling to a similar audience. And you can use that to your advantage with something called a lookalike audience. This is a brilliant way to create highly targeted cold audiences on Facebook, simply by using the information you already have. When you go into the ad creation screen, you have the option to create a custom audience. If you have analytics tracking activated on your website (and if you don’t, why on earth not?), then you can import the actions that matter most to your business – like purchases, leads and other information – and import them into Facebook as a custom audience. Once that data is in there, you can ask Facebook to create a fresh bespoke audience for your adverts, made up of people similar to the ones in your custom audience.
Improve Campaign Performance With Lowest-Cost Cap Bidding
If you’re already advertising on Facebook, go and check your auction bidding status. If it’s set to lowest cost, change it to lowest cost with a cap. Facebook chooses the lowest cost option by default, and this tells Facebook to get the lowest cost possible per result, and to do this it will automatically bid in the auction on your behalf. When you set it to lowest cost bidding with cap, you can achieve two things:
· Control Costs – the cap prevents your ad costs from going above the amount you’re comfortable with, putting you firmly in control of your budget.
· Increase Ad Distribution – This method also improves the distribution of your ad within your target audience by targeting the highest-quality segment of your target audience first. I.e., the ones who are more likely to buy.
Use The Placement Asset Customisation Tool To Increase Relevancy
Within Facebook Ads there is a tool called the Placement Asset Customization Tool. This tool lets you tailor your ads creative assets to each of your placements. In other words, you can choose what displays where within the ad, rather than letting Facebook choose it all for you. This means you can really hone your campaign and increase its relevancy to your customers. You can customise your creative assets for:
· Facebook Feeds
· Facebook Stories
· Instagram Feeds
· Instagram Reels
· Audience Network Native, Banner and Interstitial
· Audience Network Reward Videos
Test And Learn (And Use The Tool)
The golden rule of social media (or any form of marketing really) is to test, measure and learn. Rather than just running campaigns left right and centre, you need to be looking at what works well and what doesn’t, and adjusting your approach based on the results. Thankfully Facebook makes that easy for you with their Test and Learn tool, which helps you worm out which campaign delivers the most conversions at the lowest cost to your business. It uses Facebook’s conversion lift metric, meaning you aren’t stuck viewing the results through attribution windows, and can actually measure the true impact of your campaigns. You can use it to compare campaigns and results, showing you exactly where your best results come from. It’s a very valuable and little-known tool that can give you some serious results.
At Moyralla Marketing we use Facebook ads as part of our social media marketing packages, to help you get the best visibility with your target audience. If you would like to know more about our social media services, or how to get your brand name out there, just get in touch with one of the team today.
