If you are not new to online marketing, you may have heard of statistics like 1.86billion use Facebook per month (Source: Facebook as of 02/01/17) and that 20 minutes is the average time spend per visit per user (Source: Infodocket).
So with stats like these ones is no surprise that more and more new businesses consider advertising on Facebook. However, we all have all heard how difficult it may be to do Facebook advertising and make it profitable and indeed it may not seem as straightforward if you are just starting with this. I know the feeling, as when I started I couldn’t really figure it out and even at some point my account go deactivated. So now that I have a little more understanding (and just little because honestly, everything changes so frequently!), I want to share with you what I’ve learned as a Newbie.
Top 10 Must Do’s
1. Before doing anything else, I cannot emphasise enough how important it is to familiarise with the advertising policies from Facebook. Some things may not be clear so as you start, make sure to be really safe and always create a compliance checklist for your business. This will be really useful while you get familiar with the do’s and dont’s on Facebook.
2. Remember why people are on Facebook, they are not really there to buy products. So whatever you include needs to be ‘value-driven’ content that entertains, educates, inspires, motivates or empowers. Connect with them as people – not potential customers. Remember to empathise with their pain points.
3. Get to know your audience. As with any basics of marketing, it is important to understand not only their demographics but also research their pain points and how your solutions can match these. This is also one of the benefits of Facebook as it allows you to analysis audience insights and your competitors. Before you start your campaigns, make sure you have a clear Avatar of your ideal customer.
4. If you are a business, set up a Business Manager account. It is important to separate your personal account from business so that you can manage accordingly and can also get the most of being a business with Facebook. In the same way, make sure that your payment method is separate from your main account because if for some reason your account gets deactivated you will not be able to use the original payment method!
5. Start small with your budget. If you are new and just starting to understand how it works it is really important that your campaigns really test based on performance. You can start with as little as $5 per day for each, and that is perfectly fine. Remember that you are testing as a newbie, so performance is everything.
6. Measure and report. First of all, make sure that you are tracking with Facebook Pixels. If you can’t track, you can’t measure, and then you won’t understand your results that will later need to be optimised. Your reports should be broken down by different data to optimise and scale.
7. Use Power Editor to create ads. It is easier to manage/edit all the details of each ad and allows you to duplicate ad sets or even ads that then you can test with different interest. Construct the ad taking into account your Avatar. To what ideal offer would they react versus what the competition is offering. Also, remember the importance of the image(s) that you use to convey your message. The main purpose of a message is to pre-frame or pre-qualify a possible customer and that these should not have more than 20% of the text.
8. Have a clear and consistent funnel to convert customers. Facebook really considers the journey important so don’t be surprised if they review the landing pages, including the language you use on these. So make sure your whole funnel has a clear strategy is compliant with their policies.
9. Establish from the beginning what will be your Key Performance Indicators or KPI’s. Remember that the most important metrics will always be your Cost per Acquisition (CPA) and Average Order Value (AOV) as these are your profitability linked metrics. Anything else like the Cost per Click (CPC), Cost per Lead (CPL), Click Through Rate (CTR) and others are only helpful to optimise the performance of your ads.
10. Finally, review frequently your ads performance to iterate and improve these and your funnels. Optimise versus your original benchmarks. For example, if the CPL is high and Conversion is low then something may be wrong with the landing page.
Each one of the previous points has so much more detail to them but hope these initial thoughts will help you as you to get started. I will be sharing during April, checklists for each topic when you sign up to my site!
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Disclaimer: Please note that this page has no association with Facebook and is based on my experience.