Facebook has become a must in brands’ overall digital marketing strategies — and more and more managers are trying to better understand and evaluate the true costs of a Facebook ad campaign, several factors come into play regarding these costs.
What’s more, even if you spend the same amount, you may notice you’ll get significantly different results depending on a number of different factors. While that may seem innocent enough, when it comes down to it, you need ads you can rely on that provide successful ROI for your business.?
Looking to have better control of the cost and return of your Facebook ads? Here are the five factors every smart business owner needs to be aware of that affect the cost of Facebook ads.?
- Ad Creative and Copy - These are arguably the biggest factors to the cost of your ads. When running a Facebook campaign, it's vital to split test different images and ad copy. A common misconception is that your ad has to stand out to your prospects. The more authentic, relevant, and genuine your ad, the more likely it will draw the right audience in.?
- Audience Targeting - If you don’t get your targeting right, your audience will be off and your campaign performance will suffer. Think of your audience’s level of sophistication and your market sophistication when split-testing different audiences. For instance, you wouldn’t want to try and sell a $3,000 offer to someone who’s never heard of you. Be mindful of who’s reading your ad and how it will land the first time they read it.?
- Ads Placement - You have different options on where you want to run your ads (mobile newsfeed, Instagram, audience network, or Messenger). There’s no right answer to which placement will give you the best ROAS. It's all about testing. Find out what works best for your business and respond appropriately.?
- Quality and Relevance - Facebook gives your ad a score of between 1-10 based on how relevant it is to your target audience. The higher the relevance score, the lower the cost. The higher your quality score and the more your ad is shown to be relevant to people, the more your overall results will improve.?
- Landing Page - You could have the best Facebook ad campaign set up, but if you’re sending people to a poor landing page, your campaign will burn money since no website visitors will convert. The landing page should have a clear title, subtitle, and one call to action. If possible, include social proof and tell your prospects exactly what they’re getting.?
Facebook advertising can seem elusive, but when handled carefully can provide you and your business with an incredible opportunity. Are you looking to improve your Facebook Ads performance? Book a free strategy call with Onya today!
