Get the most from Facebook spend

For years, companies’ organic reach on Facebook has been dwindling, dipping as low as 2% and on January 11th, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritise content from “friends, family and groups.”

As the social media platform rolls the changes out over the next few months, businesses and advertisers will most likely see a steep decline in their organic reach, and it has been predicted by Facebook that users will probably spend less time on Facebook. Though Zuckerberg hopes that the time they do spend will be “time well spent”.

However, this doesn’t mean that we should give up on the platform entirely. With more than 2 billion monthly users, Facebook hosts over a quarter of the world’s population, providing advertisers with an unparalleled opportunity to reach virtually anyone and everyone. They just have to be willing to pay for it.

So for those advertisers planning to turn to Facebook ads to boost their performance in 2018, here are our top tips to ensuring you get the most out of your budget!

Let’s talk about targeting

With Facebook ads one of the key initial steps for a brand to consider is how to reach the right users. Yes, Facebook gives advertisers the opportunity to reach more than 2 billion monthly users, but it’s not about the number of users it’s about who will be the most receptive to the brand message.

To identify the most relevant audience for their brand and to then be able to target them with the correct messaging advertisers should consider what platforms their audience uses, what type of content they engage with on a regular basis, and how they communicate.

The answer to a lot of these questions can be found within Facebook Audience Insights. Audience Insights gives brands the opportunity to learn more about their specific audience. For example, people within the advertiser’s audience may be more or less likely to click on an advert than the average Facebook user. Simple insights like this should inform a brand’s strategy, encouraging further assessment of what is going to catch the eye of their users to ultimately get them to click or engage with their advert.

Telling users a story

Storytelling plays a key role in connecting with users on social media. When creating ads for Facebook, advertisers should keep in mind that the story they tell will be vital for connecting with potential customers. When planning a Facebook campaign, they should always be thinking about how we can create a narrative and tell stories within our ads in order to build a stronger connection with the target audience.

A particularly interesting emerging concept uses sequenced messaging; for example, a brand would have three adverts, one introducing users to the brand, the second would feature content from the brand and the final ad would have a call-to-action from the brand. One brand that has demonstrated great success through this type of campaign is Refinery29. The brand saw view throughs (the post-impression response rate) increase by 87% and email subscriptions by 56%.

The adverts should follow a clear narrative and take the users on a journey. The idea is that by the time the targeted user is served the final ad they will have build up a level of brand familiarity and be more likely to convert or complete the intended action.

Adjusting and optimising in real-time

One of the great benefits of advertising on Facebook is that as soon as you set your campaign you begin to see the results. But it is not enough to sit back and watch as the impressions and clicks roll in, in fact by doing this you are missing out on a huge opportunity to enhance the overall performance and results of your campaign.

By monitoring Facebook adverts within your campaigns in real-time you are able to see what’s working and what not, which allows you to make adjustments as you go along. An example of this could be if your click-through rates seem to be sitting very low then you may look to adjust your call-to-action.

To give yourself the biggest chance of success you should create several adverts which are varied across copy, creative and call-to-action. This will allow for tests to be run in the initial days of the campaign and once the advertiser has been able to identify what elements are working best they can then create further iterations until you have an ad(s) that incorporates these.

The chances are you won’t get your ad perfect first time; it takes time, learning and testing to arrive at an ad that will deliver the intended results for your business or brand. If you need any help with your campaigns, get in touch with our social media and media buying teams.