LEVEL UP YOUR FACEBOOK AD CAMPAIGNS

Facebook is one of digital marketing’s superheroes.?

Thanks to Facebook ads, small businesses can now compete with larger brands. With only a modest budget and a little creativity, they can gain access to hundreds of thousands of prospective buyers.

But like every superhero, it has a kryptonite. Lack of understanding.?

Far too many businesses end up wasting hundreds of thousands of dollars on ineffective ads, bringing in little to no revenue, and challenging the value of Facebook ads.?

Just as there are certain keys to success for your favorite superhero, there are 8 essential elements of an effective Facebook Ads campaign that you should know.

1.Naming Conventions are your Superhero Gear.

Your Facebook ads account needs to be organized. Having a simple and straightforward strategy for naming your campaigns, ad sets, and ads will help you quickly and easily locate anything you want to review or evaluate for effectiveness.?

You and your team should have no difficulty locating campaigns. It should be a few quick strokes of the keyboard to know right away what campaigns, ad sets, and ads are running.

An ideal campaign name should look like…

(Place in Funnel)(Objective)(simple description of campaign)

An ideal ad set name should follow a structure of…

(Place in funnel)(audience being targeted)(simple description of ad set)

And an ideal ad name should be formulated as…

(Date the ad launched)(type of ad)(simple description of ad)

This is a foolproof way of ensuring your ads will be easy to find, so you can analyze your advertising efforts.

2. Audience Creation is the Foundation of your Ads.

Creating your audience should be the first step in designing your campaign. Without it, everything else will crumble.?

When building your audiences, don’t just focus on interest targeting. To get the best results from your Facebook ads, create look-alike audiences based on information such as site visitors, social media followers, or individuals who add products to their carts.

You need to identify these various audiences before you can create ad sets that target them at all levels.

3. Enter, the Top of Funnel (TOF) Stage.

When a superhero tells you to jump from a tall building or a car hanging over a bridge, you do so based on one thing: trust in their powers.?

Companies often focus on selling when launching their Facebook ads, and make it the main point of all their material. But, most prospects aren’t going to shop after seeing just one Facebook ad.?

And that's because they don't trust you...

Yet.

The true Top of Funnel (TOF) stage (the initial entry point into your sales funnel) is when a user is first introduced to your brand. At this point, you want to focus on building trust between you and these people who have never heard of you.

To do this effectively, you have to REMOVE all users who have engaged with you in the past on any level.?

And then tailor your ad content toward familiarizing the virgin audience with your brand.?

4. The Middle of Funnel (MOF) Stage is Vital.

The right time to propose sales ads is when prospective customers have entered the middle of your funnel or your MOF. Your ads should be engaging, creative, and include strong calls-to-action (CTA) such as “Buy Now” or “Shop Now”.

But you already knew that.

The important part is that you only target people who have already interacted with your brand. They are in the consideration stage, and thus more likely to make a purchase.

5. The Proper Frequency for your Ads.

People can get tired (or bored) of seeing your ads. Therefore, correct ad frequency is a vital component of successful ad campaigns.??

A general rule of thumb is that your TOF frequency should never exceed 2 times. If you have set up your audiences and TOF strategy correctly, prospective customers do not need to see your ad more than twice.?

MOF frequency is a bit trickier.?

It varies based on what your ad is for, but you generally want your frequency range to hover somewhere between five and ten times. For products that need more ad exposure, consider “layering” your ads.?

Layering is a strategy that exposes a prospect to one ad variation for a few weeks, then switches to a different variation in the following weeks. This avoids redundancy, marketing oversaturation, and keeps your target audience engaged.

And guess what? All of this can be done automatically if you have set up your audiences correctly.

6. Setting Correct Campaign Objectives.

It’s essential to designate a certain objective for your Facebook ad. Your ad spend will be optimized effectively once Facebook knows what you want to accomplish.?

Here’s a list of the different campaign objectives and what they achieve.?

• Awareness:?
• Brand Awareness
• Reach
• Consideration
• Traffic
• Engagement – eg. Post Engagement, Page Likes, Event Responses & Offer Claims
• App Installs
• Video Views
• Lead Generation
• Messages
• Conversion
• Registrations
• Catalog Sales
• Store traffic

7. Effective Targeting is a Must!

Facebook is one of the best ad platforms when it comes to targeting. This superpower sometimes makes companies go “target crazy” and start lumping too many interests into each of their ad sets.?

This methodology doesn’t allow you to see which targeted “interests” are performing well, so there’s no way of knowing the effect of a particular interest on your ad performance.??

To get the most out of your ads, test one or two interests at a time in your TOF stage. Then, you can combine several of the interests that have worked best into one campaign.

Here's a tip: The best targeting for your TOF is usually going to be your Lookalike Audiences (LAL).?

And don’t forget, targeting in your MOF is where you focus on “retargeting.”

8. You’re Nothing without Appropriate Budget Allocation.

The budget flexibility Facebook offers is amazing! But, like the best of powers, your budget is nothing if it’s not allocated correctly.

We’re giving you the cheat code.

• VERY small budget (eg., $10 daily or less) you will only be able to run one campaign at a time. In this case, it would be best to opt for a TOF campaign.?
• Higher budgets, allocate 70-90% to your TOF and 10-30% to your MOF.
• Modest budget and your audience is small, you need to dedicate at least 90% of your budget to your TOF. However, if engagement is high among that small audience, you can test splits of 80/20 and 70/30 between the TOF and MOF.

An issue for any first-time advertisers is knowing when to move their ad spend from their MOF to TOF, and vice versa.?

The frequency of your MOF campaign is the key.

If the frequency goes above 7, you will want to start moving the budget out of your MOF and into your TOF. Likewise, if it gets below 3 or 2, you want to allocate more spending back into your MOF.?

Now get super with it!?

These 8 practices make all the difference in maintaining order within your Facebook ad accounts and improving ad performance.?

These are not “set it and forget it” type practices. This methodology takes time to set up, and it needs to be monitored daily.

Or...you can just leave it to us.

Allow our team of online marketing experts to supercharge your Facebook advertising results, protecting your time and keeping you from going broke. This is what we love and do every day!

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