There are a few key things you should consider before setting up any advertising campaign, whether that’s on Facebook or any other form of media.
The first thing you need to make sure you have nailed down is your client avatar – who is your perfect client? How old are they? Are they male or female? What are the pains and challenges they’re facing in their lives?
Essentially, this is finding out who they are and what they want so you can give them what they need. In any campaign you need to make sure your targeting is on point, and nice and specific – if you’re trying to appeal to everyone, then you risk coming across as a jack of all trades and master of none, and no one is going to buy from you unless they feel like you’re speaking directly to them like you know them in your marketing copy.
Once you have drilled down into this and decided exactly who your perfect client is, then you need to identify which of your products or services is best suited to their needs.
What result do you want from your campaign? Are you looking for increased engagement on your post? Are you looking for people to join a FB group? Or are you looking for a conversion where the audience clicks through to a landing page where they enter your funnel? Perhaps you just want them to send you a message to progress the conversation or to leave a comment on the post so you can follow up with them later… perhaps you’re not even selling anything – you might be running campaigns for brand awareness, or simply to increase your credibility and visibility on the platform by driving more video views to some of your best Facebook Live broadcasts.
Before designing any campaign, the most important thing to know is what outcome you want – this empowers you to then design your campaign around that outcome and makes it way more likely that you’ll achieve the result you want.
Now that you’ve decided your outcome, you need to decide what form of advert is going to be most effective in achieving that outcome. What picture should you use? How should you design your text copy – what language should you use? Should you use a video? What would you say? Deciding on the correct form of media for the outcome is key, and for the most part, video is the way forward on Facebook as it creates tonnes more visibility than other sorts of posts.
Designing compelling copy is key – if your video or text doesn’t speak to your target audience in the way they want to be spoken to then you’re way less likely to get anyone to listen, and people just won’t engage. If you’re using video, then using captions is key as 80% of people who watch video on FB watch it silently when randomly scrolling through their newsfeed.
When developing and implementing a FB campaign for your small business, all the work is at the front end in the preparation – the execution of the ad is easy and quick once you’ve completed all of these steps.
In terms of getting the ad set up on Facebook, this should all be done through the Facebook Ads Manager so you have full control over the targeting. The first thing you’ll need to do in ads manager is to select which type of campaign you want (which is why I’ve said you need to decide this up front) and then follow the steps to select your chosen form of media (video, text or a combination of both) and fill in the blanks on the Ads Manager form.
Selecting the right targeting is key, and this is why it’s important to have your client avatar nailed down first. Try to avoid targeting every different aspect of your ideal client in one advert – if you’re a bit more advanced you can create split testing in your campaign so you can test text ads against video ads, and targeting different key words or interests with different ads. This allows you to run separate ads for different aspects of your targeting so you can test and see which key words and which types of copy get you the best results in your target market – it will be different for everyone. Then you can focus your efforts on those that you know are producing the best results.
Always test your campaigns on small ad spends to start with and then scale the ones that get you the results you want. You don’t have to spend a fortune to see what works and what doesn’t, and then you can pile your resources into strategies that you have a high level of confidence that you’ll get results.