#1) Run Video Ads – You have to have a video when launching your ad. Video ads allow you develop out a stronger audience as you can build an audience for re-marketing on how long people are viewing your videos. When you connect both video and re-marketing on top of that you will see a lift in conversion rates.
#2) Target the Correct Audience – It is imperative that you understand the audience you are trying to target. Facebook has numerous of options available to build a targeted audience. – Location, Demographics (age, gender, relationship status, education, work info, etc), Interests (literally anything, food, travel, sports, brands, style, topics, etc) and more. Keep in mind to layer the targeting as you narrow down the audience as this will make your ads more relevant which is an important metric for understanding your relevancy score.
#3) Understanding the type of campaign you want to build – For example, a brand campaign is different than a like campaign. Lead ads are different than just driving traffic to the site. While these option are all good you need to have a strategy in place to support the campaign type. For example: -Brand Campaign – This ad creative is designed to drive brand awareness. If you run this campaign type it is important to measure the direct traffic response you get in analytics to better understand campaign performance -Like Campaign – This ad creative is designed to increase the following on your Facebook page. If you run this type of creative you should pair it with a remarketing campaign so you can drive conversions to this audience -Lead Ads – This is a powerful ad creative. Keep in mind to really leverage this creative it is important that the campaign leads tie into a CRM for marketing automation -Traffic – This ad creative is designed to drive traffic to a landing page on your site. If you select this creative make sure to remarket to the traffic that lands on the landing page but didn’t convert. This will keep your brand top of mind with the consumer.
#4) Continually design new creative – Ad rotation and design is important to stay top of mind. As you reach maximum reach on your audience create new designs and messaging to extend the life of the campaign. It is also important that your are tracking the conversions on all your audiences so that you can create a combination list so that all future ad creatives after conversion do not see the ad. This style of campaign build is designed to target new customers and acquisition efforts.
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