by Kim Garst of Boom Social

What kinds of Face­book Ads are there?

Right now, Face­book has a total of 27 dif­fer­ent ad prod­ucts and this past week, they made an announce­ment that in com­ing weeks and months, they will be work­ing to sim­pli­fy their adver­tis­ing prod­ucts by reduc­ing the num­ber of options in half in order to pro­vide a more focused expe­ri­ence for their busi­ness cus­tomers.

The rea­son there are so many dif­fer­ent kinds of Face­book ads is that each dif­fer­ent ad prod­uct is opti­mized and placed to achieve a dif­fer­ent goal. This is why part of the process of mak­ing your Face­book Ads more effec­tive is to make sure you are super clear about what your goals are, so that you choose the ad type (not to men­tion copy and graph­ics) that will be most effec­tive to help you reach your goals. Busi­ness­es may have an in-house team to tack­le these ad process­es in efforts to return invest­ments, or they hire the help of a Face­book ads agency that is clear on how to make dif­fer­ent ads work for par­tic­u­lar busi­ness­es.

How to Per­son­al­ly Use Face­book Ads to Boost Your Busi­ness

1. Know your ide­al cus­tomers and tar­get your ad to them

The suc­cess of your Face­book ad – no mat­ter what kind you are using – seri­ous­ly depends on mak­ing sure it is seen by the peo­ple most like­ly to take the action you want. Whether you want peo­ple to LIKE your page, engage with your con­tent, or you want your leads to con­vert into pay­ing cus­tomers, tar­get­ing is crit­i­cal. In this case, the more spe­cif­ic you can be about your ide­al cus­tomer, the more effec­tive your ad will be.

Anoth­er way you can tar­get your ide­al cus­tomer is to use Facebook’s “Cus­tom Audi­ences” fea­ture. This allows you to upload your e-mail list to Face­book and select them as your tar­get audi­ence for your Face­book ad. Giv­en that your e-mail list includes peo­ple who have opt­ed in to receive more mar­ket­ing from you, chances are good that adver­tis­ing to this audi­ence will lead to sig­nif­i­cant­ly high­er con­ver­sions.

2. Use Face­book Offers to accel­er­ate lead gen­er­a­tion – not sales

For peo­ple who are new to Face­book adver­tis­ing, it might seem like you want to adver­tise your prod­uct or ser­vice right away, right?

It might seem crazy, but work with me here.

Instead, try using a Face­book Offer to pro­mote some­thing valu­able you are giv­ing away for FREE – in exchange for users’ name and e-mail address. This will grow your e-mail list and give you a high­ly tar­get­ed list of peo­ple who are more like­ly to be inter­est­ed in buy­ing your prod­uct or ser­vice when you send them an e-mail about your lat­est prod­uct launch or ser­vice.

3. Grow your audi­ence by using ads to boost your Page Likes

Face­book adver­tis­ing is a step by step process. As I men­tioned in the pre­vi­ous step, it’s about attract­ing spe­cif­ic prospects to your page and build­ing a com­mu­ni­ty to engage with. Then, when you adver­tise your prod­uct or ser­vice, you are more like­ly to be seen as an expert with valu­able con­tent, and they will be more like­ly to pur­chase from you.

Face­book Like ads are use­ful if you are in the begin­ning of this process, try­ing to build or grow your com­mu­ni­ty. Keep your ad copy short and to the point, mak­ing it as clear as pos­si­ble what the ben­e­fit of lik­ing your page is.

4. Use pow­er­ful images

The best images with Face­book ads are those that are clear and entic­ing. Many stud­ies have sug­gest­ed that a clear pic­ture of an attrac­tive woman or a beau­ti­ful out­door set­ting like a beach are the best kinds of pic­tures. Pic­tures of appe­tiz­ing food also pulls well IF it relates to your busi­ness. Choose a pic­ture that is appro­pri­ate­ly sized so the details are not lost because it is too small.

5. Use A/B test­ing to refine your results

A/B test­ing might sound com­pli­cat­ed, but hon­est­ly – it is no more than hav­ing 2 ver­sions of your ad and check­ing results against each oth­er to make sure it is as effec­tive as it can pos­si­bly be.

There is just one key thing you need to remem­ber. When you test one ad against anoth­er, you want to make sure you are chang­ing only 1 vari­able at a time. If you are test­ing 2 dif­fer­ent pic­tures, keep the same head­line and copy. If you are test­ing 2 dif­fer­ent head­lines, keep the same pic­ture and ad copy.


Jun 10, 2013 / Mus­ings

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