The Facebook universe is undoubtedly one of the biggest opportunities for a business to grow, with over a billion and a half users daily. In 2007, the Facebook Ads program started, and by 2013, organic reach had already dropped to only 12%. This posed a big problem to business pages dependent on organic reach. Facebook was becoming a pay to play type model, which has built them a $70 billion – yes, billion with a B – annual revenue for 2019. As of now, organic reach is already below 5%, although the average price of ads dropped by 4% as well in the last quarter of 2019. Indeed, the Facebook Ads program is something that should definitely be part of your marketing plan. Without investing in paid ads on Facebook, competing with brands for organic reach is a really tough job.
Even if the cost of advertising on Facebook reportedly dropped, it is always better to be efficient: make the most out of your ad spend and achieve an excellent ROAS (Return on Ad Spend). These tips might help you achieve that:
- Explore the Video Ads Format
- Be Creative with Stories Ads
- Gather Leads through Ads (Lead Form Ads)
- Optimize Ads for Mobile
- Target Lookalike Audiences
- Try Messenger Ads
- Create Facebook Collections Ads for E-Commerce
- Utilize Your Reviews and Testimonials
1. Explore the Video Ads Format
Videos on Facebook have become more popular than ever. It’s more widely spread across news feeds, and is very engaging to the point that users pause their scrolling to watch a video. Explore the video ad format for your next campaign. Make it appealing enough to capture attention. Also take note that a majority don’t use sound when watching Facebook videos, so it’s best to add captions to your video content.
2. Be Creative with Stories Ads
Did you know that unlike news feed videos, users listen to audio on Facebook Stories? However, it’s more quickly consumed than other formats. When investing ads on Facebook stories, make sure to make the first few seconds interesting and straightforward enough to capture attention. Full-screen or vertical stories are always preferable to maximize the screen of a mobile device.
3. Gather Leads through Ads
Facebook Ads also enables you to gather leads through Lead Ads. They’re like your typical ads, but act as lead magnets. When a user clicks the “Learn More” button, a pre-filled out contact form pops up and gives the user the option to submit the form. In this way, you are able to build a list of potential customers which you can use to send email blasts, and for retargeting or generating lookalike audiences, among others..
4. Optimise Ads for Mobile
79% of Facebook users access the platform on mobile only, while 19% use desktop and mobile. This just shows how the vast majority access the platform through their handheld device instead of a laptop. With that said, make sure that your ads are optimised for mobile viewing; meaning can be seen even from a small screen. Scrolling on mobile is also faster than on desktop, so make sure your ad creative and the intro of your ad-copy captures attention.
5. Target Lookalike Audiences
Generating lookalike audiences is an easy way to target potential customers similar to your current customer list. Upload your list in your audience and create a 1% to 5% lookalike audiences, depending on how much you want to expand your reach.
6. Try Messenger Ads
Have you encountered a promotion from a Facebook message from a brand? Advertising via Messenger can be tricky because it involves a private space of a user. Make sure you have a good reason for messaging them. Offer something that a user will most likely respond to, like a giveaway or a voucher.
7. Create Facebook Collections Ads for E-Commerce
If you’re an e-commerce website, the Facebook Collections format might be perfect for you. Showcase your products with this format alongside an eye-catchy ad creative or an engaging video commercial. This is a convenient way for your users to view a collection from your product catalogue.
8. Utilize Your Reviews and Testimonials
Reviews and testimonials are great materials that can be used for advertising. This is one form of social-proofing. Highlight how satisfied your customers are with your product or service by using it in the creative or in the ad copy. Create a testimonial video ad, or simply quote them in an image. Take your creativity to the next level by creating a carousel ad involving multiple reviews.
These are just some of the new ways to market through Facebook Ads. At Maple & Honey, we have already serviced hundreds of customers by helping them with their Facebook Ads! We’ve already delivered excellent results for them, and we’d like to do the same for your brand! Check out our Facebook Advertising Packages, or make an appointment with us! That’s 30-Minutes of FREE Consultation just for you! We’d be happy to help you grow your business through Facebook Ads.