Introduction

In the current digital environment, Facebook is an excellent platform to communicate with a massive and diverse audience. 

The site has over 3 billion users a month, which makes it one of the largest marketing display machines in the world! The potential is amazing! But to take full advantage, you will need a Facebook advertising strategy. 
This article is designed to give you some of the basic Facebook advertising strategies and tips that will help you spend wisely and achieve your business goals.

Building a Solid Foundation

Before you can even start executing successful campaigns, you must establish your foundation. Picking the right foundations will help you target your advertising, spend your dollars more efficiently, and measure your results.

Define Your Target Audience

The most important initial step in any Facebook advertising strategy is to determine your ideal customer. Facebook’s greatest asset is its ability to target specific demographics, interests, and behaviours. 

Instead of targeting everything, build out detailed buyer personas. This can be as complex as you like; however, for our purposes, keep it simple. Using tools such as Facebook’s Audience Insights is another good way to see your current followers’ characteristics and build custom audiences. 

Precise targeting will help improve your ads’ relevance, getting you a better return on ad spend (ROAS) and conversion rate.

Install the Facebook Pixel

The Facebook Pixel is a small piece of code that you place on your website, and if you are a serious advertiser, it is not optional. 

The pixel will track what actions users take on your website: how many pages have been viewed, how many have been added to cart, and how many purchases have been made. 

This data gives you value for different reasons: you can measure ad performance, optimise campaigns for specific actions, and most importantly, create very valuable retargeting audiences.

Create a Conversion Funnel

An effective Facebook advertising strategy is not just an advertisement; it is a journey that you will take your customers on. 

A conversion funnel provides you the ability to categorise your audience and communicate to them based on their level of awareness. The standard funnel goes through a similar process:

Top of Funnel (TOFU): Building brand awareness in a cold audience. Use engaging video content or a blog post.

Middle of Funnel (MOFU): A warmer audience that has shown at least some interest. It could be people who visited your website or people who have engaged with your Facebook page.
Bottom of Funnel (BOFU): This is where we are targeting our hottest leads, who are likely to take action. Put in a strong call to action and direct offer.

Executing Your Facebook Ad Campaigns

With your foundation in place, now it is time to turn our focus to the execution phase of your campaigns. Below are some Facebook advertising tips to help you put together ads that are catchy and get results.

Design Compelling Ad Creatives

Your ad creatives are typically the first thing a user sees. Make it worthwhile. Your ad creatives should:

Be visually engaging: the use of video is preferred but, at a minimum,  images. Video content, including Reels and Stories, tends to perform really well on Facebook.

Match your brand identity: your creatives should maintain your brand’s logo, brand colours, and tone of voice.

Have a clear message: your ad copy should be concise and to the point.

Include a strong Call to Action (CTA): Your CTA should be clear, whereby you direct the user on what action you want them to take when they click on your ad, such as “Shop Now” or “Learn More”.

Utilise A/B Testing

A/B testing is a crucial part of any advertising strategy. A/B testing refers to having two types of an ad, changing only one thing at a time (the headline, image and ad copy). 

Having these A/B test ads at your disposal will allow you to see what is and isn’t working, which will help you optimise your ad’s format and reach. 

If you are not testing different variations of your ad, you aren’t refining your ad for optimum awesomeness. A/B testing is the reason a good advertising strategy turns into a great advertising strategy.

Leverage Different Ad Formats

Facebook has many ad formats that can help you reach your marketing objective. It’s worthwhile to experiment and test different formats, including:

Lead Ads: This is a great way to build a new email list with a lead-generating campaign from the comfort of Facebook. Users provide you with their information by simply tapping a few times.

Multi-Product Ads (Carousel Ads): A great option from an eCommerce perspective, where you can display multiple products in one ad while increasing click-through rates.
Giveaway Campaigns: A very simple way to get people to share your product information, onboard participants into new leads, and increase your social following.

Optimising and Scaling for Success

Just because your ads are live, the work isn’t done! You constantly need to keep an eye on your ads and optimise them.

Monitor Performance and Analyse Data

Make sure you check your ad performance regularly using Facebook’s Ad Manager analytics. 

You’ll want to keep an eye on some important metrics: Cost Per Click (CPC), Click-Through Rate (CTR), and conversion rate. 

You will want to have this data available so you will know where to allocate your budgets to the ads that are working well and pause or cut ads that are not performing as expected!

Strategically Scale Your Campaigns

Once you have your ad in a winning position, it is time to scale.  There are 2 ways you can accomplish this:

Vertical Scaling: Increase the budget on the ad sets that are providing you the best success.
Horizontal Scaling: Develop and launch new advertising campaigns utilising similar audiences or utilise new creatives reaching new audiences.

Conclusion

Facebook advertising is effective because it’s based on planning, creativity, and ongoing optimisation. 

With your audiences defined, setting up Facebook Pixel for future data acquisition and developing your ad creatives will provide you with a strong guide for your future ads. Testing and optimising will further refine this approach. 

Tweak your strategy and try to learn and analyse your audience and the market. Social media marketing continues to evolve.  
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