The Top 10 Tips For Facebook Advertising Success

The Top 10 Tips For Facebook Advertising Success
SHARE
THIS



In this guest piece, Sparcmedia marketing manager Vivian Castelino provides his top pieces of advice on how to make the most out of your next Facebook advertising campaign.

Vivian CastelinoFacebook is a great platform to prospect for new customers due to its sheer audience size and reach. Australia currently has over 17 million active users, making it the most popular social network in the nation where seven in 10 Australians are on Facebook.

For marketers, Facebook provides a high level of audience targeting based on the users’ demographic, behavioural data and a range of ad formats which include image ads, video ads, lead ads, carousel ads and canvas ads.

In this article, I’ve listed my top 10 tips for Facebook Advertising success to help you make the most out of your next Facebook advertising campaign.

Be clear about your objectives

Identify your intended goals, before starting your Facebook campaign. Facebook offers a variety of tools to meet different marketing objectives along the awareness, consideration and conversion funnel. Campaigns can be created and tailored to reach your audience no matter which stage of the customer journey they are in.

Understand your audience

Does your audience use certain products or are fans of a brand (perhaps a band)? Type it out – Facebook might have an audience on it already. Facebook is a powerful platform that allows for more refined targeting among demographics, interests and behaviours than other social platforms. Facebook targeting can be as customised as you like, or if you are just starting out, you can browse and select from pre-defined categories. Be sure to check the potential reach figure to make sure there is an audience to show your campaign.

Use your audience, use your site

Your website is a valuable resource for your Facebook campaigns. Adding pixels allows Facebook to record visitors to your site where you can generate re-marketing lists to specifically target people interested in your service. You can also set up dynamic re-marketing showing personalised ads for people who had visited different parts of your site.

Use your audience, use your customer lists

Do you have an existing customer list; subscribers or previous customers? Facebook allows advertisers to upload contact lists of emails or phone numbers on to the platform for targeting.

 

Facebook Audience Insights

Research with audience insights report

The Audience Insights report is a useful tool that allows you to analyse audiences taken from your Facebook page, website or customer lists. The report can compare differences in your audience to the general population as well identify categories and locations related to your audiences to guide further targeting.

Creative

Ads on Facebook perform best when there is minimal text on the image. Text on the post should be engaging, highlight the key features of your service and have a clear call to action. The appropriate amount of text depends on the type of ad you are running. Lead ads, for example, can have more text it is expecting direct input from the viewer.

Example of a Facebook carousel ad

Creative types

Consider trying out different creative types to increase engagement in your campaign. Standard feed ads provide a seamless experience. However, carousel ads tell a story over multiple images and canvas ads on mobile offer an immersive experience, taking over the full screen to share your message with multiple components.

Automate with rules

Rules can automatically make changes to your campaign when certain conditions are met, such as impressions, CTR, results, frequency or reach. This assists in managing budgets as well as capitalising on opportunities as they arise (e.g. adjusting budgets for better performing strategies). You can apply rules to a campaign, advert set or at an advert level.

Segment and experiment

Successful Facebook campaigns run multiple advert sets to test different audiences. The most responsive audiences might be not the one originally envisioned. Things to keep in mind when testing are your budget – ensuring which advert set has enough spend/reach to have examinable results (but noting overall budget goals) – and avoiding targeting overlapping audiences at the same time (wasted spend reaching the same people).

Similar principles apply to creative testing – a couple of creatives at a time per advert set is ideal. Rotating creatives over time also act against fatigue, where audience became indifferent seeing the same ad.

Monitor metrics

Regularly review key metrics and find what factors contribute to the results. One metric to monitor particularly is the Relevance Score – this is Facebook’s estimation of how well your target audience is responding to your advert. This is determined by factors such as clicks and engagement with the advert and whether it has received any negative feedback, such as people reporting to not see the ad.

A high Relevance Score is beneficial as it enables you to reach more of your audience for less cost. Be aware that Relevance Score can shift over time if, for example, the audience has been overexposed to it.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps. Although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

How To design An Engaging Presentation, Like A Designer!
  • Opinion

How To design An Engaging Presentation, Like A Designer!

In this guest post, founder and CEO of Presentation Studio Emma Bannister (pictured below), gives you the tips to take any presentation from snore-fest to certain sale… Putting together an engaging and compelling presentation is as simple as that statement says. When you combine clear and compelling content with beautiful visual designs then people will […]

Opinion

by B&T Magazine

B&T Magazine
Revealed: The Most In-Demand IT Jobs
  • Technology

Revealed: The Most In-Demand IT Jobs

IT jobs routinely rank near the very top of US job site CareerCast.com’s annual Jobs Rated report (read it here), and in its new report, CareerCast ranks the Best Jobs in IT of 2017, with information security analyst, software engineer and computer Systems Analyst topping the list. Great opportunities in IT exist across a variety of […]

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account
  • Advertising

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account

Accenture-owned agency The Monkeys has bolstered its client ranks, having been chosen to handle the creative for the NRMA. The Monkeys CEO Paul Green confirmed to B&T that the agency had been appointed to the NRMA account by parent company IAG, which also includes brands CGU and Swann Insurance. M&C Saatchi was the incumbent creative […]

by B&T Magazine

B&T Magazine
A waitress carries beer mugs in the Hofbraeuhaus tent after the opening of the famous Bavarian
  • Marketing

Study: Why No Or Low Alcohol Beers Are Fast Becoming Drinking’s “New Cool”

New research from global market intelligence agency Mintel reveals that over a quarter of consumers in France (28 per cent) and Germany (27 per cent ) agree that low (under 3.5 per cent) or no alcohol beer tastes just as good as full-strength beer. And while younger consumers may have been the most enthusiastic drinkers in previous generations, […]

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt
  • Advertising
  • Campaigns

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt

Brisbane creative agency Engine Group has launched an integrated campaign for the Queensland government promoting the benefits of buying locally and supporting local small businesses. The ‘Go Local, Grow Local’ social marketing campaign celebrates small businesses across Queensland and highlights that small businesses are the lifeblood to growth in local communities. Central to the new […]