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In terms of sheer size of the audiences you could reach, TV used to be the medium every advertiser coveted most. But not anymore. With an estimated two billion people now using it,  many of those actively liking, commenting on or sharing content on a daily basis, Facebook is now the place to be.

With such a large audience comes enormous potential for brands looking to expand their reach and increase conversions. With so many active users, Facebook Advertising is a prime way to grow your company’s presence. However, making sure that audience sees you, never mind actually remembers and engages with your content, is not simply a case of throwing up a few banner advertisements.

You need to know how to do it correctly to get the most out of Facebook advertising. Here are a few tips to help you on your way.

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1. Choose your objective

When setting up a campaign, you’ll be required to select your advertisement’s objective. Generally speaking, people browsing on Facebook are not looking to make an instant purchase, so using Facebook advertising to target direct sales may not give you the best bang for your buck.

Facebook users are most likely to engage with relatable content, so focus on using your ads to build relationships with your audience, encouraging them to connect with you as part of a wider sales funnel.

2. Narrow it down

With so many users on one platform, Facebook is swimming in content vying for attention, and your ad can easily become lost in the hundreds of posts your audience sees everyday.

To ensure your ads are seen by your target customers, tailor your content as specifically as you can. For example, you can customise ads by:

  • Location
  • Age
  • Interests

The more niche your audience, the more likely they are to see your ad, and more importantly, engage with it. So if you can get the data, it’s worth delving deeper such as:

  • Post and Page Likes
  • Topics of interest
  • Whether they are married, single or have children 

The more you learn about your audience, the more you can tailor your adverts and the better they will work.

3. Set Your Budgets with a Goal

It can be easy to fall into a trap of setting up an ad for $50 here and there, and end up losing money with no real success. Be sure to set goals with every ad you create. For example, if you are going to set up an ad for $20 with the goal of raising awareness, set a goal of increasing your page likes by X amount.

Once each ad has completed, you can evaluate its success and then either repeat the ad or make some adjustments to boost its performance.

4. Setting Up Your Ad

Your ad needs to be as aesthetically pleasing as possible to boost its chances of catching the attention of your audience as they browse. People nowadays have an online attention span of approximately 8 seconds, and this is likely to be even less when browsing social media. That means your ad needs to stand out instantly. Try the following tips:

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Image - Your ad must have an image to grab attention. Make sure it’s related to your ad topic, and will cause users to pause when scrolling. But don’t go too far – stock images are great, and can be really helpful, but try to avoid the images that we all see time and time again. Better yet, get out there and create your own photography, ensure it’s on brand and relevant and your destined for success.

Emotional copy - Facebook is not the place to ‘sell’ your brand. Users will engage with content that means something to them. That means getting the style and tone right for every audience to reach out to. Think in terms of entertaining, informing or simply establishing a rapport with your audience, rather than selling. 

And last but not least, test, report, change, repeat! The best campaigns never stand still for long, and there’s no reason why you can’t have more than one version of an ad running at any one time. Keep going, and have fun!

Written by Anna Carruthers August of 2017