Facebook Advertising offers many ways to get in front of the right people with the right message. But, finding that perfect mix is now always easy. Here are some tips I have learned while doing Facebook Advertising Campaigns that may help you to save money (or avoid wasting money) and get better results with your Facebook Advertising.
5 Ways to Not Waste Money on Facebook Ads
- Know your Objectives. First and foremost, know what your true goals of the Facebook Ads are. Do you want to create brand awareness or get video views? Or are you looking to achieve more specific goals such as lead generation or click-thru’s to your website? Establish your goals first because that will help you to choose the best type of Facebook Ad to reach your results (and get other moving pieces into place).
- Install the Facebook Pixel code on your website. If you have not yet installed the Facebook Pixel code on your website, do it before starting your Facebook Advertising Campaign. This will allow you to re-target your website visitors with Facebook ads and will become an even greater asset in the future (see #3).
- Target People who Already Know your Company. With the capabilities for retargeting customers by using a Custom Audience, you can reach a core group of people that you know are already interested in your products or services. Retargeting can include people who are on your email list, people who have engaged with your Facebook page, or those who have visited your website (this is where that Pixel comes in). The opportunities with Facebook retargeting is also a great reason to continue to build your email list!
- Don’t Run Ads Longer Than you Need to. After your ads have been running a bit, check the Frequency in the Ads Manager to see how many times your ads have been shown. I usually turn an ad off when it hits the 2.5-2.75 frequency since by that point it has already been shown to your target demographic often.
- Avoid Text-Heavy Images. Although Facebook has lifted their 20% text limit on ad images, overall, images with more than 20% text are likely to reach a smaller audience than those with less text. Choose Images that are bright and eye-catching even when at a small ad size. Keep it simple and avoid images with too much text to reach a greater audience.
Facebook Advertising is full of opportunities for businesses big and small. I hope that these Facebook Advertising tips help you to effectively use Facebook Advertising to achieve your marketing goals, and do it within your budget.