Here’s a strategy for anyone just beginning their Facebook advertising journey:
Before You Get Started: Build Your Audience
Before creating a Facebook ad campaign, take time to gather info about your potential customers. Your initial audience will serve as a rich database of customer information--a database that will be useful when you're determining targeting for your ad campaign.
Step 1: Host a Contest 🏆
Noah Kagan, founder of AppSumo, executed this tactic beautifully when launching his new podcast. He offered people a variety of prizes in exchange for subscribing to his podcast and writing a positive review on iTunes. Before a single episode was released, he'd built a massive audience for his new podcast.
Get creative. Offer people free merchandise, a Skype call, a gift card, a surprise package--anything in exchange for their info. Use ToneDen's contest tool to create and set up this contest.
Pro tip: Use this opportunity to grow your socials. Have people follow your store on Twitter or share your contest on Facebook to increase their chances of winning.
Step 2: Install the Facebook Pixel 📈
The Facebook pixel is Facebook’s conversion tracking system.
A conversion tracking system is software that tells you if an advertisement worked in driving a conversion (or “sale,” in marketing speak). This lets you tweak your marketing campaign based on performance.
Do yourself a favor and install the Facebook pixel on your website. Your campaigns will greatly improve and you'll be able to track your results.
Step 3: Create New Ad Campaign 📢
Now that you've hosted a contest, installed the Facebook Pixel, and collected rich data on your potential customers, you're ready to create your Facebook ad campaign. Use ToneDen's ad technology to create your campaign.
For a quick guide on setting up ToneDen advertising campaigns, please visit here.
Step 4: A/B Test Your Audiences 👨👧👦
A common mistake new Facebook advertisers make is only selecting one audience to advertise to.
When choosing target audiences, don’t assume a lookalike audience (or any given audience, for that matter) is best thing. Test different targeting options before deciding on one to pursue.
What you'll see are campaigns where an audience you don't expect to drive sales ends up converting the most customers. Don't miss out on that!
In short, you need to A/B test different audiences.
Test audiences consisting of:
- your Facebook page Likes
- people similar to those that have Liked your Facebook page
- people similar to those that entered your contest 😀
- people with interests pertaining to your business
Go crazy. Test, test, test until you figure out what works.
If you’re thinking, all this testing sounds expensive, let me tell you, it really isn’t. If an audience isn’t producing results after a $10 spend, simply turn it off. Re-allocate your ad spend toward audiences performing well.
After you figure out the right targeting options for your business, your audience will pay off tenfold.
Step 5: Select an Event that Gets Triggered ✓
If your goal is to sell more stuff online, choose to run website conversion ads.
To do this, select "Get people to perform a Facebook conversion" event under Choose Action to Promote. Then, select the conversion event that you would like to optimize, such as "Add to cart".
Note: Select an event that gets triggered at least 15 times per week.
For example, say you optimize for a "Purchase" event, but only get 4 purchases in a week. This would hinder the optimization of your campaign. In this case, you should select an event that gets triggered more often such as "View content".
Step 6: Optimize Your Message 🗣
Within each of your audiences, design ads with different creatives. Test multiple lifestyle photos, videos, and copy to ensure your best message is being presented.
By optimizing your campaign to deliver the most relevant ad to your audience, you ensure you're sending the right message to the right audience at the right time.
Ongoing: Monitor Performance and Scale Your Campaign 💰
Remember that Facebook pixel we installed in step two? Time to put it to use. Over the course of your campaign, your Facebook pixel will track what audiences and ads are leading to sales.
If your campaign is producing favorable returns (3X or higher), consider scaling up your campaign to widen its reach. To do this, edit your campaign and add more to your initial ad spend.
Strike while the iron's hot! 🔥
Learn more about all of our targeting options here.