Running Facebook ads is practically a must these days...
94% of digital marketers are using Facebook ads to generate sales, leads, and traffic for their business.
Not only that but Facebook ads have an insane amount of targeting options and potential ways to customize and optimize your campaigns.
And with all of the potential ways you can reach someone on Facebook to get a sale, lead or conversion on your site, you are bound to have access to the right tools to scale a successful ROAS…
But there has been a growing number of advertisers getting on Facebook.
With all the new Facebook advertisers and updated Facebook algorithms that show paid ads over organic posts has forced businesses to get into paid ads if they want to compete and scale their business.
But with spending money on Facebook you're going to want to make every single dollar count...
This means having a proven system...
Or at least better targeting, more effective creative, and a stronger understanding of the data you have on your audience...
Minor changes to your ads can affect performance and ROI...
The wrong changes can lead to your Facebook ads being shown to fewer people or to not be shown at all…
Refine audience targeting.
When running ads knowing your audience and what targeting parameters to use is vital to success.
Not correctly targeting the people who are most likely to convert on your site can mean losing out on huge opportunities for sales.
Refining your audience targeting on Facebook can mean lower cost conversions.
You might think you're targeting the correct audience.
But having 'Broader audiences' typically leads to better results.
Entering your target audience information is a good starting point, but only if, you use, the audience targeting information that is most effective for conversions.
Otherwise leveraging your pixel to create an audience or leaving the audience targeting open to let the Facebook algorithm do the work...
Will give you a better chance of getting a higher ROAS...
That’s why taking a good look at your Facebook pixel analytics before running your ad campaign is a must...
The metrics that you can get access to provide key insights on the people most likely to purchase from your business...
Using these different options to create a custom audience can significantly improve your Facebook ads...
Don't try to create an audience based on who you “think” your customer is...
Just look at the insights from the people who are purchasing your products or service already...
Use retargeting.
Retargeting is the one tool anyone can easily increase their ROI with.
Using retargeting gives you the power to create personalized messages to specific groups of people who completed a specific action on your website but never converted to a lead or sale.
In fact, the more positive impressions you make on your leads, the more likely they are to eventually convert.
Through effective retargeting, you can make every touchpoint count.
Three out of four people will notice your retargeting ads on Facebook.
People are more likely to remember your business when you pop up in their feed multiple times, and if you tie that in with the highlights of the product or service they are looking for than you are golden for getting a higher ROI.
So why not do it?
If you want to start using retargeting the best thing you can do is upload specific events that people took on your website before converting.
For example, you could create these custom retargeting audiences to direct people back into your funnel to purchase:
• 30-day pageviews
• 30-day contentviews
• 30-day add to carts
You could also upload your current email list based on email opt-ins and purchases from existing customer data.
Using an audience similar to the one above will have a higher chance of getting more engagement and sales.
And if you create a lookalike or if you use it as a custom audience to get people to purchase from your business multiple times you'll see better results...
Not only that but Facebook allows you to get as specific as you want.
• Targeting visitors who visited specific pages
• Targeting anyone who visited specific products
• Targeting anyone who clicked certain buttons
• Targeting anyone who visited your site for a specific amount of time
And so much more.
If your Facebook pixel is set up right...
It will show you a visual view of your funnel and how you can plug-in a retargeting audience at each level to get more results...
Using retargeting parameters are perfect for giving out deals and discounts for people who nearly converted, but still, need a little push to complete the purchase...
This is just the tip of the iceberg for how many options you have for retargeting audiences on Facebook.
The more data you can use to your advantage the better.
Test more ads.
If you're having trouble with trying to get multiple audiences to convert try testing more ads to find a better message...
You can test as many variables on your ads as you would like...
Using a variety of different types of creatives, ad copy, audiences, delivery, optimization strategies to test which works best is imperative.
Choose the right objective.
This might seem like a pretty oblivious one but it’s actually highly misunderstood.
Most of the time people just click 'traffic' because they think that is what they need or they choose video views because someone told them to do that.
And getting more people to view something is not relevant if nobody is going to become a lead or purchase...
This may not seem like a big deal, so let me break it down.
For example:
If your marketing objective is to get sales for your product...
Then choosing 'catalog sales' is going to be a better option than 'traffic' because with ‘catalog sales’ you can dynamically show specific creatives of your products and get people to purchase right away.
Everyone's marketing objectives are going to be different and Facebook provides plenty of options to fulfill those objectives.
Choosing the wrong objective could potentially waste ad spend...
So make sure you know which objective you are going to use to get the best ROI.
Running effective Facebook ad campaigns is best when you have a proven system to understand each variable and know how to segment your audiences to get the highest ROAS and ROI.
With all of the competition coming into the Facebook ad space, those who invest in the proper knowledge will have the best chance of success...
Want to get consistent Facebook Ad Results...
Schedule a 1-on-1 coaching session with Chase here.
Or...
Get started with the Facebook Ads Expert Mastery Class.
To your success.
- Chase
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