The art of Facebook ads can be a hugely powerful tool that does wonders for your business, no matter its size.
A lot of people don’t know how to use Facebook as a marketing tool, and it can appear quite daunting and complex (sometimes I feel I’m still trying to catch up!).
If you don’t know what you’re doing, you can even waste money….but fear not!
By deconstructing the elements you need to consider in creating Facebook ads, I can simplify everything you need to know so you can understand it, and build up confidence to implement it yourself.
Mindset- Psychology behind Facebook Marketing
Firstly, we need to understand the ‘why’, before we can understand the ‘how to’. Why and how do people use Facebook the way they do?
Facebook is all about relationships.
Think about the reason why you went on Facebook to start with?
More often than not, it’s because our friends and family are on it. Right from the very start, Facebook has always been about creating and maintaining relationships.
You’ve probably also noticed that people are always bagging out social media, but what people don’t realise is that it is a reflection of our society, in that Facebook exposes the negative manner through which people communicate.
If you can control how you interact with people and focus on the quality of relationships rather than the quantity, then you can create, build and sustain important connections that will present you with an audience who will gain value from your product or service.
TIP: be more open minded with Facebook. Empathy is a huge tool to being a good marketer. Being more empathetic allows you strengthen your branding by stepping inside the mindset of your target audience, and therefore appealing to their ideology.
Another reason we use Facebook is for escapism and entertainment.
Who doesn’t love a good cat video every now and then? ?
Then there comes education, news, and trends
We love keeping up to date what’s happening with our friends and family, around the world or in our industries.
So, how does this help with marketing?
If you start asking why people are using Facebook, it’s a good insight into the relationship you can have with your customers.
Facebook has creative tools that can help us pull people in.
If you do the hard work, you can build relationships with people that would gain value from your product or service. Consistently building on these relationships over time will increase your brand presence and strengthen your customer relationships.
Always ask why… why do people care? Why will this be valuable? What is the purpose of this?
The availability of all the data and insights on Facebook is one of the things that makes it such a powerful marketing tool.
Part of Facebook advertising is working out the numbers you need for your business, as well as for you personally.
Tip: work backwards and start asking yourself how much one customer is worth to you over their life time? This will enable you to set realistic ad budgets as you can focus on quality.
It is useful to then distinguish between our audiences:
Cold traffic: people that have never heard of you before.
Warm traffic (or custom audiences): people that know of you, who you’ve already started to build up a relationship with.
The whole point of running ads is to build up your custom audience from a cold audience, and therefore start off a relationship.
The structure of a Facebook ad can be broken down into 3 core elements:
- the campaign (the objective that we are instructing to Facebook)
- the ad set (targeting: who will see our ad)
- the ad itself (The creative: the image/video/copy people will see)
Next, we want to use Facebook Ad Manager to target our desired audience. Here, there are a number of categories that you need to consider.
Location: you can pin a specific location and target a given radius around it, otherwise you can just use a city or country.
Tip: sticking with one location to start off with will make it much easier.
Age and gender: this is fairly straightforward; you can adjust it to suit particular audiences or my recommendation to start off leave it to encompass everyone.
Next, we want to dive into detail targeting.
Click on the browse button, which will show you what you can target.
The ones I would recommend looking at are demographics, interest and behaviours.
For demographics and interests, have a play around to find out all the different things you can target, and it will soon become evident which way you want to go.
This stage is all about researching and brainstorming. Write down anything that catches your eye, and make a list of things you may way to target (keep in mind you’re not going to use everything on this list!)
For interests, entering keywords is helpful because Facebook can offer you suggestions.
Brainstorm things that you think your ideal audience would be interested in.
This step is mostly trial and error, there’s no right or wrong!
Be creative in how you think of which interests to target.
Now you want to move onto looking at the right hand gage, which will tell you how many people each target will reach, (the icon looks like a fuel gage) and go through your list.
Put in your keywords individually and see how many people you can reach.
There’s no hard and fast rule about how many people you should reach, but I tend to try stay within 50,000-500,000.
I know this a big range, but there are man factors to consider here e.g. how often you want to change the ads, if you are a local business etc.
Be flexible, go with your gut and test…that is always the best approach when dealing with Facebook ads!
During this process, Facebook is telling us what is resonating with our audience and what isn’t, so play around with ad sets to try and find the most useful one.
Word of warning: keep your interests within the same category…e.g. I would create audience A for people that are business owners and audience B people that are interested in Digital Marketing, Facebook marketing etc. Otherwise if I mix them I don’t know which one of the interest is in fact performing best.
Overall, this process is how we are going to become engaging and build relationships.
It’s very hard to sell a product or service to a cold audience!
The next step is actually creating the ad!
Don’t worry if you think you’re not ‘creative’.
Often people get ‘arty’ and ‘creative’ mixed up…so if you’re willing to show empathy to gage what your target audience wants and you’ve set up your ad target… you’re ready to create!
The AAA formula is your starting point for any kind of marketing material.
Attention: you need to get a person’s attention before you can do anything else. This can be a lot harder to do these days because there are so many distractions. The ad you put out needs to stop the person scrolling through Facebook.
Aspire: We want our audience to aspire to be our customers. The best way to do this is by being genuinely passionate about what your business does.
Action: We want people to be taking some form of action when they see our ad. This is not necessarily a call to a direct sale, but an invitation to continue building that relationship.
TIP: start off with an image, as it will be easier to gage data from and provide a starting good point.
The big thing that gets people’s attention is the image, before the headline or the start of the ad copy.
Using bright colours or black and white is a good way to capture someone’s attention, as it will stand out from the rest of the newsfeed.
Where possible, always use your own images!
Using images of smiling people is something that will draw in an audience, and it also captures how you want that person to feel as a result of buying your service or product.
Therefore, the person will automatically associate buying your product with feeling happy.
Always be clear rather than being fancy!
Tell people what it is they’ll be getting in a way that makes them curious to find out more.
The ad copy text is also very important.
it needs to enhance the visual images in your ad as well as take people on a journey.
The top of the ad copy needs to be really engaging, to the point where a person will want to click that illusive ‘see more’ button.
Things that work well here include questions and bold statements.
We need to make the person feel like they’re being addressed personally.
Quick tips to writing good ad copy:
- Rereading it later and rewriting it
- The friend test: Use conversational and colloquial language so the reader doesn’t feel “marketed”
- Space out your text, use ellipses- people skim read so it’s good to break up text
- Use emojis and capitals (only if it’s authentic to your brand)
- Tell a story-take people on a journey
- Finish with a call to action (even if it’s just continuing the relationship)
So now all that’s left is to get out there and do it!
Your ads don’t have to be perfect– a lot of this process is using trial and error to see what works for you.
The beauty of Facebook is that it gives us all the numbers and data we need to gage how we’re going, so test out your audience and let the numbers speak for themselves!
If you have any questions or would like me to show you how go about this process for your business, please don’t hesitate to get in contact!