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Ads campaigns are always a mixture of good designs, the understanding of your audience and on-point targeting. It also involves correct usage of the Facebook pixel, choosing the best fitting campaign objective, successful campaign optimization and good landingpages.
Now you might think: “That’s a lot!”. Well, yeah – it is – but don’t worry we’ll walk you through every step along the road to your next outstanding Facebook Campaign.
When deciding what creatives to use, you should always consider what message you want to convey. Will there be products in the design? Do you want to create a certain feeling?
But Facebook creatives are also a thing of resource and time. This means you need to ask yourself who is going to create the design, do you need photoshop or another design software. Is there someone who can make good video ads or do I need to pay someone for extra content like this.
Regarding the different ad designs, we learned from our customers, that video works best, with carousel in close second place. So, you should definitely try some cool videos ads, because they will get you the most out of your money.
By the way: Don’t forget the 25% text rule which makes ad creatives with a lot of text in it more expensive than the ones without text. Also too much information on your ad design can be too confusing for the customer anyways.
Who is your audience and how to target them.
Here, again you have several options depending on whether you already have an existing customer base or ad account or if this will be the first campaign on Facebook.
Begin by creating an audience without any existing customer base. In this case you have to start with interests targeting, which means here you rely on the interests Facebook knows about each and every user in your potential audience. This can be their relationship status, if they have kids, what university or school they went to, what pages they like, what device they are using and so on.
At some point you will run out of interests provided by Facebook and that’s where our super secret pro tip comes in: Try entering your keyword followed by the letter A, then B, then C and so on and you’ll find interests Facebook wasn’t showing you before.
After setting up your interests you also need to define age, gender, county, placement and device and you are ready for your first interest audience.
When you already ads manager running and the pixel installed on your webpage it’s time for some custom and lookalike audiences. With custom audiences you can target everyone who did a certain action on your webpage: If he watched a video on Facebook page or interacted with posts or ads from your page.
Further, you can dig even deeper and set up custom audiences defined by the amount of money people have spent when purchasing on your page.
As an extra tip we would also suggest uploading your customer email base to Facebook to match them and see if they are on Facebook.
When you have set up the custom audiences based on the most relevant actions for your business or uploaded your customer list, you should create Lookalike audiences for each and every Custom audience and country in a range of 1 to 5%. This will give you an audience that is similar in behaviour and personality to your previously created custom audience.
Out of experience we know that Lookalike Audiences tend to work best for your Facebook campaign.
After reading all this we are sure you already started brainstorming for your awesome ad creatives and how to perfectly target your audience and how to master these skills.
So, stay tuned for our Facebook Ad Series – next time we’ll cover the Facebook Pixel, Campaign Objectives, Campaign Optimization and landingpages.
Got that down? Continue with part 2