NCET explores business and technology.
By Allegra Demerjian
Over the last few years, Facebook newsfeed space has become incredibly cluttered, and increasingly valuable. This has moved the platform to a “pay to play” format – making advertising a necessity to create social media success. Social media advertising revenue is expected to reach $9.8 billion this year, and as a business, you should consider joining this group to avoid being overlooked by Facebook users.
Facebook ads can either drive new leads, or they can drive leads away. Use these tips to make your ads successful.
1. Fit in with the newsfeed
One of the biggest mistakes in social media advertising happens when businesses lose the “social” aspect. Remember: your Facebook ad will appear on the newsfeed of Facebook users, and you should fit in with the landscape. Keep your ad copy short and engaging, as if talking to a friend. Make sure your images are authentic and fit your brand, and stay far away from stock photography. Users will be more likely to click if your ad doesn’t look like an ad.
2. Set a tight audience target
Facebook advertising offers some of the most granular audience targeting available anywhere, and advertisers should take advantage of this. As a business, you can target audiences demographically, geographically, by interests, by job, by online habits, by pages they’ve “liked” – the list goes on. Looking to target CMOs travelling in Denver, CO? Facebook can do it. Trying to reach 30-40 year old new mothers who are interested in skiing? Not a problem. Play around with the audience function so that you reach exactly who you want to.
3. Pick a strong call-to-action (CTA)
Facebook ads feature a call-to-action (CTA) button that immediately helps to clarify the action you’re trying to drive the user to. Use it to your advantage! CTAs range from “learn more” to “shop now” and “download now,” – be sure to select one that aligns with the overall message of your ad and the goal of your ad sets. Using a misleading or mismatching CTA can frustrate your audience, and ultimately turn people off to your business.
4. Use strong landing pages
Your Facebook ad is only as good as the page that it leads to. Before you launch a campaign, it’s crucial to make sure that you have a strong landing page to support your ads. Rather than sending them to your general website or product page, set up a landing page to speak to your specific audience and capture leads. Find more basics to building a landing page here.
5. Bonus: Leverage Instagram Ads
Facebook recently rolled out ad options through their partner, Instagram. The best part? These ads can be accessed and developed through the same Facebook ad manager. Take advantage of this and give Instagram advertising a try, just remember to keep your visuals strong and authentic on this channel.