Social media has been of growing importance to every marketer for well over a decade now, and the competition just gets bigger with every passing cycle.
Paying for reach via ads on platforms such as Facebook is a vital tool to utilise, but just launching a vague campaign into the ether is unlikely to bring the results you deserve, as there are numerous metrics and things to consider both before and after creating a campaign.
Here, we’ll examine what you can do before, during and after creating your Facebook ads in order to get a high ROI, attract more leads and get the best results possible.
When looking to create a campaign, having your metrics laid out in front of you before even beginning to create can help shape the entire process. Are you looking to gain more customers? Remarket to old ones? Or encourage more direct contact with your business?
Fortunately, Facebook makes this easier for you by offering options to channel your ad ideas through specific goals or objectives in its Ad Creator.
It might seem tempting to keep your audience parameters broad to get as many people to see it as possible – after all, reach can just be measured by the number of impressions – but this won’t necessarily translate to completing the objectives you set above.
You want to make sure that each click your ad gets has the highest chance of reaching a relevant, interested audience that would want to continue the conversation beyond simply clicking on your site.
You can filter users to your audience profile by age, gender, location, interests and life stages, but you can also exclude groups of people – for example, if the goal of your ad is to get more likes on facebook, there’s no point in having your ad displayed to users that are already fans of the page.
The final piece of the planning puzzle is deciding on a daily budget for your ads. Facebook offers a recommended budget based on companies it thinks are similar to you, and offers an estimated reach at the end of the process. It’s important to balance how much extra reach a bigger budget gets you with the potential risks of an unsuccessful campaign, especially if this is your first. As mentioned previously, more clicks don’t necessarily mean more leads.
Once you’ve built your ad, it’s time to decide on where you want to place it – the options available tend to be on Desktop, Mobile, or Instagram, and each will have more successful reach with different audiences
When advertising B2B, adverts built for desktop will tend to perform better as businesses will be using the app through Facebook Groups and their business pages, so ensuring that ads are targeted to the right audience is essential. Mobile app or Instagram ads will be accessed more frequently by customers directly, so being able to seamlessly integrate ads with a user’s normal ‘feed’ can prove greatly beneficial.
So! We’ve set up our campaign, designed our ad and decided where to put it, but how do we find out if it’s working?
The goals you set at the beginning of the process really come into play here – if they were utilised properly during the design stage, creating metrics to decide whether it had the desired effect couldn’t be easier.
If your goal was to get more visitors to your website, comparing data before and after the campaign on a platform such as Google Analytics will fairly easily show you how impactful your campaign was.
But if your goals were a little more complex – for example getting deeper insights into the ROI of the campaign, or comparing previous campaigns to ensure that you’re continuously growing, a platform that can keep up with the questions you have can be massively helpful.
That’s where iSpot for Marketing comes in. Our NLP powered search takes any questions you may have and gets you the data you need instantly, and makes keeping on top of your campaigns success easier than ever.
To find out more or have any questions, booking a demo is a great first step to unlocking your campaign data.