When we talk about social media, Facebook has always been part of our daily routine. Facebook connects more people than any other social media site does, which makes brands and companies rethink about their marketing strategies.
According to the latest research from Statista, Facebook has roughly reached 2.8 billion monthly active users as of the fourth quarter of 2020, which undeniably makes it the biggest social network worldwide.
It’s significant that businesses and marketers stay updated with the Facebook Advertising trends in order to make the most out of the marketing scenarios. We are going to share 10 Facebook Advertising Tips that you need to know to better optimize your campaigns and capture stronger results in order to maximize your ROI.
1. Use Video Format
Video ads on Facebook outperform the classic image ads or other ad formats. People love watching videos more than reading them, it is somehow understandable as we all go on social media just for a quick scroll and it’s not meant for something serious.
Educating your audience about your services or products can be really effective for establishing your brand expertise. Customer testimonial videos and product demo videos can work well in various industries, of course, there are always exceptions too.
Short and engaging videos tend to catch the audience's attention as well.
2. 選擇正確的目標
As we know, Facebook Advertising has different campaign objectives to determine how Facebook runs your campaign. Reconsidering your social media marketing objectives and select the option that best fits your business and marketing criteria.
Facebook campaign objectives are broken down into 3 main areas which are Awareness, Consideration, and Conversion.
例如：
- 選擇覆蓋目標來建立您的品牌知名度，讓人們了解您的品牌
- 選擇流量目標以吸引人們造訪您的網站或登陸頁面
- 選擇轉換目標以收集客戶線索和詳細資訊並獲得銷售
3. 進行A/B測試
拿出多個副本或視覺效果來進行 A/B 測試，以衡量廣告的變化和效果。 A/B 測試可以讓您更清楚地了解轉換的影響，並讓您優先考慮未來要做的事情。給出的數據和結果是為了支持需要做出的改變。
Conducting A/B testing can also improve users’ overall experience and increase conversion rates.
4.安裝Facebook Pixel並充分利用它
Facebook Pixel 可能是透過進行 Facebook 活動來增加流量的最重要技巧之一。在您的網站上安裝 Facebook Pixel 非常簡單且幾乎毫不費力！
安裝後，您就可以追蹤受眾在您網站上所做的操作，並將其用於重定向目的。根據Adweek報道，重新定位已經與您的品牌接觸過的網站訪客可以將廣告回應提高高達 400%！顧客更有可能被他們熟悉的東西所吸引——尤其是如果他們最近才接觸到它。
Advertisers and marketers are using Facebook Pixel, but a lot of them have simply just installed it without making full use of it. It does provide valuable data but it still requires manual setup for you to track and determine the CPA of the campaigns.
Adding events on it may be a great help for it, especially on the thank you page. It allows you to determine your cost per lead and see which targeting method or campaigns work the best by delivering the best results. It helps you optimize your campaigns easily and plan on your ad budget properly.
5. 建立並定位自訂受眾
Using custom audiences can make a stronger connection with the people who have already visited your website, has an interest in your online stores and your existing customers.
Targeting these warm audiences always delivers a better result compared to advertising to cold audiences which is a new group of people. If you are planning to do a retargeting, it is best to get as specific as possible on the promotions that you are offering and according to the actions that they have taken.
6.使用相似的受眾
相似的受眾基本上是廣告商的最愛！它可以幫助您接觸並與可能對您的促銷活動感興趣的人建立聯繫。向具有相似特徵但代表新的潛在客戶群的人做廣告非常有效！
Do note that you will need at least 100 people in your source of the audience in order to create a lookalike audience.
7. 根據 Facebook 行為、興趣和人口統計進行分層定位
Layered targeting is basically making your audience as specific as possible, which let them think that they are being cyberstalked! However, it’s actually an effective way to speak directly with the targeted message.
- 行為：根據購買意圖、行為、設備使用等吸引用戶
- 興趣：透過查看用戶的興趣、喜歡的頁面、活動和相關主題來吸引用戶
- Demographics: reach users by age, gender, location, language, relationship status, and more
請注意，CPA（每次獲取成本）可能會稍高，但如果可以正確執行此操作，分層定位可能是獲取銷售和潛在客戶的最有效方法。
8. 生成社會證明
Social Proof is one of the ways to build brand trust and acquire trustworthiness for your business. Audiences can see the reactions under the post, including likes, shares and comments.
Ads with a lot of social proof generate better results than the one without. Why? Social Proof comes from customers, these voices tend to carry more weight than any other messages from the brand itself.
9. 良好設計+CTA的重要性
The right graphic can attract good attention and increase the possibility that the audience will purchase the product. The use of graphic design plays an essential role in getting the attention of the public.
A good design should have included a clear message, Unique Selling Point (USP), Call to Action (CTA), promotions or even social proof.
Good images draw people’s attention and convince them to click in. An effective CTA let the audience clearly understand what they are supposed to do and what they are getting.
Customers actually want and expect to see the CTA. Many people depend on the CTA button to take the next step, they are interested in your brand and want to know what to do next. It’s easier for both parties, easy for customers to do what you want them to do, good for them and good for your business.
10. 提供免費或免費服務
Who doesn’t love FREE stuff right? Promotions like discounts, bundle offers could lower down the worth of your brand, while a gift or something complimentary adds value to it. Customers feel there is more value in the purchase therefore they are more likely to convert.
Brands can also do it with a gift-with-purchase only offered if the customer buys a given number of items or a certain product. For example, “You’ll receive a FREE mystery gift when you spend more than $500.”
Remember it has to have a value in it in order for the customers to talk about your brand and the products that you offered. Providing something FREE is one of the most effective ways to collect leads.
Have you learned something new today? Facebook is really a good platform for businesses to grow their brand awareness, acquire new customers and build a good relationship with them. Implementing these 10 Tips to your marketing plan and strategy will definitely help you handle digital campaigns at ease!
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