Facebook continues to be the most widely used social media platform across the globe, and is excellent for grabbing the attention of both your local market and a market on the other side of the world. However liking a post or a page are different from conversions on your online store. This post will address 5 advanced Facebook advertising strategies that are sure to get the results that you want.
1. Newsfeed Posts For Varied Audiences
Facebook has recently changed the advertising options that they offer, and now makes it possible to create an ad that does not show up on your wall. This possibility used to be more complicated for marketers and they renamed the unpublished posts to be called dark posts.
This means that Facebook has made it easier for you to differentiate the image and copy for different audiences. This also makes it possible to maximize the impact for your different sub-populations, and to perform A/B testing to see what works best. (For an A/B testing description, see this post.)
Through the Facebook Power Editor, you can manage different campaigns, ad sets, and ads. The enhanced capabilities of the Power Editor also make it easy to create reports to analyze the effectiveness of the different ads. What works well can easily be copied and edited before being run again.
2. Pixel Conversions To Track Actual Conversions
Historically with paid social advertising, success was measured with engagements, likes, followers, cost per click, and cost per thousand impressions. Now with pixel conversions, it is possible know how many people actually convert.
This Facebook Business page explains how to set up a pixel conversion. Essentially, you add a small snippet of code to a destination page on your website. Generally this is the confirmation page if you are getting people to sign up for a free gift (such as an e-book or a newsletter) or if they checkout after a purchase. Facebook recommends that this type of ad be run for desktop only, as this is most likely to lead to a conversion.
3. Remarket To Those Who Haven’t Converted Quite Yet
So many times your potential clients will need to see your ad and content several times before they decide to sign up or purchase. Facebook makes it possible to target those people who visited your website, but have not yet converted.
As explained on this Facebook page, you grab a custom code that you will place on every page of your website where you want to capture the customer’s data. Depending on how much traffic your website gets, it may take some time to collect this information. But after this is done, you can run an ad to target this audience, and increase the likelihood of them converting.
4. Create Lookalike Audiences To Get More Conversions
Once you have a list of current customers, or potential customers, Facebook helps you create lookalike audiences. This means that it will search for people who have the same profile as those who have already expressed interest.
This means that with optimized crawling and advanced uses of Facebook’s technology, it is able to create a base of followers who are uniquely positioned to engage the most with your content. Are you jumping at getting this set up? See this easy to follow explanation.
5. Optimize Your Sign Up Forms
Let’s say that you’ve done the other 4 suggestions mentioned in this post. You could probably fine tune your reach even more. This is when you optimize your form on Facebook to sign up for more information.
As explained by Dan Shewan in this Wordstream article, you need to create a pixel for a sign up form on your website. This form should be linked to your learn more button on your Facebook page. You can qualify what type of client will be added to this audience by what pages they have visited on our site. Or as Shewan explained, how much they have spent on Google Adwords.
As mentioned at the beginning of this post. Beginning social media marketers look at likes and followers to measure their paid ad campaign success. Intermediate marketers look at cost per click and cost per thousand impressions. Advance marketers know how to get conversions from targeted Facebook advertising. The 5 strategies here are meant to get real results.