How Does Facebook Advertising Work?
Facebook makes around $4 billion in revenue from advertising per year. This proves that there must be people that are clicking on those ads. However, how do you get those people to click on your ads, let alone get them to convert by becoming a customer?
Well, it’s important to start by figuring out how exactly Facebook ads work. First and foremost, you need to become acquainted with all of the different kinds of ads available that way you can choose the one that fits your business the best. You can, for instance, promote either your page, the posts on your page, or your own site, to name a few. Don’t let Facebook’s focus on native ads or the strive to keep traffic on their platform keep you from trying to successfully bring users to your own site. Then, take advantage of their targeting options as a lot of them aren’t applicable on other sites. Some of those options include targeting based on location, interests, connections, relationship status, languages, and workplaces. However, be sure that you target your audience correctly.
When it comes to the creation of your ad, a very crucial part of it is the image or the images that you end up using. The copy could be great but your image is what makes or breaks the number of clicks that you get. Therefore, don’t use any low-quality images or generic stock photography. At the same time, however, you don’t want to be taking anyone’s work without permission either. The best kind of shots include close-ups of people that are similar to those that of your target audience. Other kinds of images that get clicks include typography and funny memes or GIFs, for instance. Additionally, make sure that you are using the right image specs as you don’t want it to get distorted when it’s posted.
As soon as you have the visual part of your ad established, it’s time to write the ad copy. Use an attention-grabbing headline, include a descriptor about the biggest advantage of your item, try to create an immediate desire for it via a discount, for example, and then at the end, place a call-to-action.
As soon as you’ve created your ad, you can set both a budget and a bid for either every click or every thousand impressions that your ad ends up receiving. If you’re in your early stages of Facebook advertising, then it’s best to set your bid on the lower end. Keep in mind that your CTR will end up dictating how much you have to pay for your traffic, therefore, try to make it high if you want your bids to decrease. That’s why it’s important to continuously optimize both your ads and your targets. The bid also determines how much of your target audience you will end up reaching out to. The greater your bid, the bigger the number of people that you can reach out to.
Do keep in mind, though, that getting the user to click is only the first step in the process. If you actually want them to convert, then you need to have a solid landing page that they’ll be clicking onto. That page needs to be able to solve the users’ problems, therefore, make sure that you provide either a registration form or an email submit box, for instance. This is great for trying to track the conversion.
The problem with tracking your ads on Facebook, though, is that they aren’t able to give you any information as soon as the user has left the platform, which is where your company would end up losing a lot of valuable information. Facebook Insights will give you plenty of data about user engagement within the site, but you won’t get anything out of it. This is where things get tricky if you decide to create Facebook ad campaigns on your own. Apart from not being able to properly track all of the engagement data necessary in order to make an analysis that way you can optimize the ad, you also won’t be able to handle any suspicious activity. Fortunately, though, there are agencies out there that can do just that for you. In fact, it’s often the route most often taken by companies as it results in the best ROI versus managing it on your own. It, honestly, just takes too much time and money to learn on your own and yet you still wouldn’t have the experience necessary in order to deal with any nuances.
TEA
Our threat and engagement analytics agency is able to do all of that for you and more thanks to all of the tools that we offer. For instance, with our engagement trends analysis tools, users can identify visitor behavior trends and even discover the actual conversion rate for their site. They can even uncover any obstacles or trends within their customer base that way they can put a stop to them before they disrupt the entire campaign. Additionally, through remarketing segmentation tools, users are able to target actual potential customers with the right ads, taking advantage of data already collected about them. Also, our campaign management tools let users keep track of their marketing campaigns, which gives them insight into actual visitor activity in places like visitor bounce rate as well as the time spent on the website. On top of that, both our automated click fraud protection and engagement fraud protection makes sure that all of the gathered engagement data is related to actual visitors versus bots. We are able to detect this through mouse movement, which is based on a lot of prior data collection and analysis.
Additionally, we provide users with the main dashboard that offers a 360-degree overview of every single one of their marketing campaigns, their activity, and even their performance. They also get a detailed marketing analysis, allowing them to measure visitor engagement like first and last touch or ad position, for instance, on Facebook.
You can learn more about our agency from the free webinar that you can find on our site.