What’s one practical, easy-to-implement tip to make Facebook ads more effective?
The following answers are provided by the Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, the YEC recently launched #StartupLab, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses via live video chats, an expert content library and email lessons.
1. Use the Power Editor
With the Facebook Power Editor, you can be specific in which groups you target with your ads. If you have a business catering to a specific segment of the population, you can specify that your ad only gets shown to those people. You can even select similar Facebook pages as a reference group to select your target audience.
– Patrick Conley, Automation Heroes
2. Use Strong Visual Images
Use strong visuals. Facebook has a new tool that allows you to upload up to six images, and they’ll rotate out and optimize (free A/B testing). Use colorful images that pop out of Facebook’s blue and white color scheme. Your logo doesn’t count.
– Trevor Sumner, LocalVox
3. Consider Segmentation
In advertising, it’s important to be laser-focused, and this starts with the demographic that you are targeting. Facebook has better segmentation options than any other platform because it has so much data about user preferences, previously viewed content, your likes and more. Because Facebook allows you to target on all of this data, you should be taking advantage.
– Dave Nevogt, Hubstaff.com
4. Close and Redo Your Ads
Facebook gives a small preference to newer ads. If you continually cull older ads and replace them with newer ads (even extremely similar ads), then you benefit from the newness bias built into the platform.
– Brennan White, Watchtower
5. Present a Call to Action
The best performing ads make their products obvious. Whether you use lifestyle imagery, product imagery or a graphic design, the key to the performance will be crisp writing that tells the viewer what he or she is getting.
– Aaron Schwartz, Modify Watches
6. Retarget Correctly
You’re paying for clicks, so wouldn’t you rather have more qualified buyers? Who’s more qualified than somebody who has already visited your website then clicks on your ad again to revisit it? The repeat engagement shows much more purchase intent. Don’t forget that advertising is about reaching the right person with the right message the right amount of times (or at the right time).
– Andy Karuza, Brandbuddee
7. Try Dayparting
Although Facebook sells ads primarily on a CPC basis, its internal systems are always optimizing for highest CPM. With that in mind, look and find out what times your users aren’t clicking on your ads. Pause them from running during those times. This is known as dayparting, and it can save you an arm and a leg. In my experience, B2B sales work well during business hours.
– Nick Reese, Microbrand Media
8. Test It
You’ll never know the optimal ad until you try a bunch. Do small-scale testing with various images and copy options, and see which ones works best. Then invest heavily in those star ads.
– David Adelman, Reel Tributes
9. Boost Successful Posts
We’ve seen the biggest success by promoting page posts that are already organically showing high engagement. This validates that our audience is paying attention to the post anyway, and by promoting it, we are able to reach friends of our fans.
– Sarah Schupp, UniversityParent
10. Use Your Email Database
Facebook’s tools for partners enable advertisers to narrow the target audience. Available through the power editing tool, you can upload your company’s list of email addresses to create a custom audience to target. It’s powerful to target your existing audience on Facebook, especially when you’re hoping to upsell or reactivate customers who have not been in contact with your brand for some time.
– Doreen Bloch, Poshly Inc.
11. Make It Super Simple
The biggest mistake we all do with Facebook ads is that we try to over-communicate to our consumers. We want to justify our ad spend and try to put in as much information as possible. Keep it short, keep it simple and focus on a simple call to action that anyone can understand and respond to right away.
– Alex Frias, Track Marketing Group
12. Use Red
Use the color red. Research shows that images with red in them result in more clicks on Facebook ads than other colors. One theory: red pops against Facebook’s blue color scheme without clashing.
– Danny Boice, Speek
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