So you’ve started advertising on Facebook. Have you seen some results but aren’t garnering the performance you hoped for? Not to worry! It is common to need to tweak your approach in order to improve your Facebook ad performance. Here are three simple steps you can take to start improving your Facebook ad performance today.
1) Adjust Your Target Audience.
One of the best aspects of the Facebook ad feature is its ability to allow users to choose the people who they would like to target to view the ad. Determining which connections to choose when targeting, however, can take some tweaking. It is best to start by targeting the people that you know will be interested in what you have to offer. These could be current customers / clients, or they could be people who have recently clicked on or liked something else you posted. They could also be people who have purchased or liked something similar online recently.
One thing is for sure: you will likely need to tweak your target audience a few times before you figure it out perfectly. Trial and error is your friend when adjusting the target audience. Also, as your company and social media itself evolve, you will need to continue to tweak your audience. So, this is a great one to start with because it will almost certainly be necessary at some point.
2) Adjust the Message You’re Sending
Let’s assume you’ve successfully tweaked your audience so that your target is spot on. The next step (assuming we’re working chronologically here) is to adjust the message you’re sending out. You need to ensure that your message aligns appropriately with your target audience. So, if your target audience is all new clients, for example, you may want to dial down the strength of your add a bit. For example, you could use a call to action such as “click for more information” or “call us for a consultation” instead of “buy your new home in one click today!”
On the other hand, if your target audience is people who already know your company well, there is no need to offer them more information about what they already know. Instead, you could adjust your call to action to be more direct, such as “sign up today.”
3) Adjust the Type of Ad You’re Using
Facebook offers a variety of ad types: single image, multiple image, single video, slideshow, etc. These varied types aren’t created for the mere sake of diversity; rather, they each can appeal to a different type of audience and can send a different type of message. To make sure your Facebook ad performance is as high as possible, you want to find the ad style that best suits your audience. To do this, again, you should test multiple types to see which ones receive the most traction. Yes, this means more trial and error. It also means more tracking and analyzing of your data.
If you’ve learned anything from these steps, we hope it is that a canned, monotonous Facebook marketing strategy will do nothing but kill your ad performance. To ensure that you are making the most out of your marketing strategy, you need to adjust your strategy according to what is working for your audience and your message. Doing so requires looking closely at your analytics and making changes accordingly.
These three steps are great for getting started on improving your Facebook ad performance. Try tweaking these aspects of your marketing strategy, and let us know how it works for you! We’d love to see your feedback in the comments below.